ebook, media strategy, news, public relations, social media
In media strategy, social media on February 5, 2009 at 4:25 pm
I find a good deal of junk on the Internet. But every once in a while I stumble across something that is so worthwhile, I have to exclaim: “I can’t believe they’re giving this away for free!”
That’s the way I felt when I came across David Henderson’s new ebook, Media Savvy in the Internet Era.
David Henderson is a veteran media strategist and Emmy Award winning former CBS news correspondent. He also was a senior executive at the giant PR firm Edelman Worldwide and now hosts the website The Media Savvy Leader. So when Henderson talks about the media, I can assure you he knows of what he speaks. Henderson also blogs at, appropriately enough, David Henderson.
The reason I found the book so refreshing is that it doesn’t take the old-school approach to public relations–sending out press releases and handing off responsibility for the company’s image and reputation to a junior level media specialist. Although the ebook seems to focus on the media, the bottom line is about the behaviors that lead to reputation–and how that behavior comes from the very top of the organization.
Certainly, his focus is on communications, but the underlying message is that taking responsibility, being authentic, transparent and honest, communicating effectively and setting an example for leadership is the responsibility of the very top levels of the organization. His message is consistent with the fact that you get the brand you deserve. It is the market that determines your brand. But it is the leader who communicates with the market.
Henderson’s ebook is FREE! You can down load it here: Media Savvy in the Internet Era
–Robin Wedewer
associations, best practices, member needs assessments, member research, members, survey questions
In best practices on February 5, 2009 at 3:16 pm
When I began working with associations several years ago, I was baffled by some of the research that groups called “member needs assessments.”
From what I could tell, the purpose of these surveys was far less about identifying members’ current and future issues, challenges and resulting needs than about grading the associations past activities. Certainly, one would expect a certain number of questions to gauge satisfaction, but many associations invested nearly all of their precious research dollars asking: “Did you like this?” “How did we do with that?”
In short, the research looked back in time, giving staff members the opportunity to pat themselves on the back, rather than looking to the future so that the association can proactively make plans about the current and future environment in which their members operate.
So that brings me to the second of the 10 Habits of Highly Effective Researchers.
Habit #2 - Highly effective marketing researchers think in the current and future tense.
The most effective marketing research doesn’t dwell on and dissect past activities. It examines current conditions and projects to the future.
Research can be highly actionable when it identifies the forces that are changing the market and the way consumers or members behave, make decisions and act now. Questions about current challenges, current behaviors and current needs help to confirm that products and services are aligned with member or consumer needs.
Future-oriented research also asks consumers/members to identify what their thoughts and plans are about the future. In some cases, research participants’ reactions to various scenarios can also be useful in helping to identify how members/consumers are likely to act in the future. Getting comparison data about the priority issues they face now and the issues they expect to be spending time on in the future also provides information about how their wants, needs and desires are likely to change.
Next time you examine a questionnaire, tally up the past-focused, current-focused and future-focused nature of the questions. Is there an appropriate balance between gauging how well you’re meeting needs with what you need to do in the future?
–Robin Wedewer
best practices, branding, events, research
In events on January 23, 2009 at 5:53 pm
If you’re working in associations and have an interest in building, protecting and communicating your association’s brand, I will be co-presenting a two-day workshop sponsored by the Canadian Society of Association Executives. My co-presenter is Glenn Tecker, the outrageously charismatic creator of the ASAE’s CEO Symposium. In addition, Joanne Charlebois, of the Appraisal Institute of Canada, will be presenting a relevant branding case study.
This workshop has been created for executive staff teams (chief staff executives and/or other senior staff members) of professional, trade or charitable organizations.
Teams can be comprised of individuals with operational, human resources or marketing and communications responsibilities. Participants will learn instructional strategies for developing and implementing a successful brand building initiative through interactive presentations, exercises and large group discussions. At the end of the workshop, participants will leave with their own action plan to help them create a stronger brand for their organization.
The workshop will be held on April 15 and 16, 2009, in Toronto, Canada.
To learn more or to register for the workshop, click here.
–Robin Wedewer
