Ladies and gentlemen, I want to celebrate failure.
Not just the small I’ve-forgotten-to-put-the-bins out fail but the epic failures that really leave egg on your face.
So, say it once say it proud, I’ve failed and I’m proud.
Because he or she who really knows the bitter pill of underachieving is dealt a golden weight of life lessons that will make them better.
‘Fail fast, fail forward,’ is a good maxim to follow.
‘Fail and do the same thing over and over again,’ probably isn’t.
So, why celebrate failure?
Let’s look at some of the great success stories, shall we?
Walt Disney went bust twice and was reduced to eating dog food before his third attempt worked.
Henry Ford went bust before he came back with the winning formula.
Colonel Sanders was a failed potato farmer who reinvented himself as a Southern gentlemen with a recipe for fried chicken.
In communications, it’s not so different. Not everything you do will come off. Sometimes things won’t work. But by doing you will learn.
Now, I’m not saying go out and do stupid things. So park up the animation of your chief executive as a botherer of goats.
But in life, the risk of taking no risk is that you won’t grow, that you will live your life in a bunker getting your meals delivered on a tray.
As you can see, there is a relationship between failure and learning. Epic fail, big learning.
Epic comms fails
There are some corking comms fails in PR. Justine Sacco, British Gas’s Twitter chat and the Findus horse meat saga spring to mind.
One of the best presentations I’ve ever seen was Helen Reynolds ‘Our five biggest Social media fluff-ups’ in which she celebrated when things went on. The twitpic of Princess Margaret visiting onmouth which was cut and pasted with a digit missing and linked to a chimp is priceless. What was the learning? Post a pic from within Twitter. The online community are very forgiving if you are straight with them.
Michael Lockwood’s post on how he accidentally used an inappropriate hashtag was one of comms2point0’s most popular. He’s also a highly skilled operator who knows his onions. What was the learning? Do a quick search before you settle on a hashtag and the online community are very forgiving if you are straight with them.
Comms hero – I’ll be talking on this more
At the commsheroes event on May 13 I’ll be talking about my own fails and those of others. One of my own was to give a member of staff access to the council account when the Olympic Torch came to Walsall. He forgot he was using the council account when he posted a series of tweets blasting education minister Michael Gove with the hashtag #saveusfromtheposhboys. We were a Tory council. It wasn’t fun. What was the learning? Use different platforms to seperate work and your own streams. Politicians can be understanding.
So this, ladies and gentleman, is what I’ve been banging on for years. You give a smartphone and social media access to a frontline worker who ‘gets it’ and gets out of the office and then you sit back.
For the past six weeks swathes of England has been under water with the wettest January for more than 200 years deluging rivers and forcing them to burst their banks. Platoons of soldiers have been deployed as local government, fire, the Environment Agency and others have battled .
Through it all an army of public sector people have worked on in damp, wet and miserable conditions often without credit or recognition.
One of those is Dave Throup, an Environment Agency manager for Herefordshire and Worcestershire. When the radio need an update it is Dave who is the voice of the agency giving up-to-date updates on river levels, flood risks and advice.
He also uses Twitter to post real time updates that are hyperlocal and county wide. The state of flood barriers in Bewdley, business as usual messages in Ironbridge and advise not to drive through floods. Often they are basic mobile phone pictures like this one:
He’s using basic technology to post real time information at a time when people need it most. He also shares other people’s tweets and blogs here. He posts to Flickr too.
Why is this brilliant?
If you want the science, the Edelman Trust barometer talks of how staff lower down an organisation are trusted more than those at the top. People who are just like you are trusted even more. For communications people, this changes the game and turns on its head everything. To put it simply, the chief executive may not be the best person to front an interview or a campaign. The officer with the smartphone may well be. I say this repeatedly when I’m training people: it’s not enough to do a good job in the public sector in 2014. You need to tell people too. That’s why the people like Morgan Bowers the Walsall Council countryside ranger works really well on social. It’s a real person talking to a real person.
Public sector people get a shabby Press. Why? Because it’s always our fault. Often judged by people who proclaim to know the value of everything and the value of nothing and yet far, far more good is done by the public sector than bad. Dave is brilliant because he cares. People get that too. And yet there are so many people in the sector like him but for some reason he’s struck a chord with the folk who have come to rely on the information that he gives.
He’s also got a fan club:
Some say that there is no such thing as a “Dave Throup” & that it is just a state of mind that elite public sector workers attain to. #hero
Sometimes you stumble on something that catches your imagination and fills in some of the blanks.
That happened listening to Millie Riley a broadcast assistant who was talking on BBC Radio 5’s Review of 2013.
She was talking about how under 24-year-olds consume their radio and how their radio is online, face-to-face, shared… and on the radio.
It reminded me that you can learn things from people outside public relations and I was listening thinking of how this affected me in my job as local government public relations.
Listening to Millie talk about her radio was like listening to someone talk about a foreign country. But that’s fine. I’m not in that generation born post 1982 that are known as Millenials.
Just think of it all as content without boundaries.
As Millie says:
“It’s just to do with great content. Wherever there is great content we will be. The main understanding is that it can be funny, it can be news, it can be documentaries. We can put lots of different hats on. There’s a misunderstanding that we want really funny stuff or just music. Actually, we can do all sorts of things.
“As clichéd as it may sound, wherever there is great content that’s where we’ll be.
“They’re listening to the radio and they don’t even realise they’re listening to the radio. They’ll be listening to clips on the BBC website or whatever. They’ll suddenly realise: ‘oh, that’s radio.’ Everything out there is just an amalgamation. It’s just stuff to be interested and enjoy. It might be radio. They may not even realise it.
“We do have lots of options. But if you create content that’s multi-platform and multi-media and Radio One are really good at this. They’ll create a video and then they’ll talk about it on air and people will watch it online and they just bring the two together and I think that’s the way to do it.
“The more their content becomes ubiquitous and the more they become a name on YouTube and that’s the main platform that they’re using the more people will become connected to Radio One as a brand. They’ve definitely upped their game at the beginning and end as that tells them that it’s Radio One. They’re getting better at that.”
You can hear Millie’s contribution on Soundcloud too here…
So, that leads to this kind of content. A Muse track with a homemade video and 60,000 views.
So, what does that piece of radio advice mean for my corner of communications?
It made me think of something Julie Waddicor wrote on comms2point0 about making friends with creative people from colleges as part of a campaign. That makes sense. There may be some rough edges but you’ll get a different perspective.
By thinking of something more creative you may open the door to something like Melbourne Metro system’s ‘Dumb Ways To Die’ which saw a 21 per cent dip in track incursions and 67 million views on YouTube.
So, it begs the question, what are you doing to get a message to under 24s? And others?
Are you really sure that press release of yours is making it?
Or should there be different talents in the team too?
It’s seven years since the ground-breaking post ‘Die! Press Release! Die! Die!’ was written.
Tom Foremski’s this-can’t-go-on wail reads as powerfully as a Martin Luther deconstruction of one of the central pillars of the public relations industry.
“I’ve been telling the PR industry for some time now that things cannot go along as they are,” Tom wrote, “business as usual while mainstream media goes to hell in a hand basket.”
There is no point, he says, in writing slabs of text in journalese, and sending them to journalists when the traditional newspaper industry is dying and the news landscape is undergoing a digital revolution whether it likes it or not, Tom argued.
He’s right. The future is the message being shaped as web content and as social media conversation that has to be two-way and authentic, fun and interesting. Public relations people, no, communications people need to realise this if they are to still be relevant.
But that’s not to say that the press release is dead overnight. It’ll be here but diminishing.
Twelve months ago at an LGComms event I pointed to Tom’s post in a presentation and explained why this was something people needed to know. For five years I’ve been pointing to rapid change from my very small corner of the digital allotment.
“For the first time ever, our PR teams are being asked to think beyond a press release or beyond a toolkit or beyond a launch package. They had to think: ‘Wow, what is a two-minute really high quality video that someone would really want to share with the friends?'”
“We’re finally breaking the last connections to the corporate website. I think the corporate website is over. I think it’s dead. I think everyone needs to start thinking beyond it. How can you turn it into a media property and hopefully the age of press release pr is over as well.
“I’m on a mission. If there’s one thing I do it’s to kill the press release. We have a commitment to reduce the number of press releases by half by the end of this year. I want them gone entirely by 2015. That’s our goal.”
That’s fine for Coke. But how easy is it if you work somewhere else?
Actually, press release murder is a pretty tricky subject to raise amongst comms people. It’s akin to telling people the skills they’ve spent a career crafting are now not so important. It’s telling a room full of sailors to put down their reef knot and lore and learn how to service an outboard motor. PR people are often former journalists who have in any event spent years as juniors crafting the ability to write press releases. Every word is pored over and shaped by committee. That control gives power. To attack the use of the press release is to launch a personal attack on the career history of PR people.
In the UK, the Government Digital Service published a fascinating study – the half life of news – of more than 600 press releases on gov.uk that looked at the traffic they got. Many spike quickly then fade like digital chip paper.
But if the battle is to be won it’s probably not the revolutionary cry of ‘Die, press release!’ that will win in it. It’s not even a study of how effective the numbers are in getting a story across that will lead the victory, although that will be important. It’ll actually be you, me and the people you went to school with who vote with their feet and share the sharable content.
There is nothing so boring, I’ve heard it said, as the future of news debate amongst journalists because what they say will have no bearing whatsoever on what the outcome will be.
It’ll be things like Oreo’s mugging of the Superbowl with an image of a biscuit created on the spot and tweeted and Facebooked within minutes to take advantage of a powercut. It wasn’t the lavish TV ads that was talked about. It was the real time marketing team who made the sharable image and the 15,000 retweets and 20,000 likes it achieved.
What’s real time marketing? It’s people making content that capitalises on real time events. Look it up. You’ll need to know it.
All this is why I’m finding communications utterly fascinating right now.
And you have to ask yourself the question, if you are not thinking of what post-press release life looks like now, what will you be doing in five years?
Back in 1882 when England took on Australia at the game of cricket it took 10 weeks for the message of who won to travel 9,000 miles from London to Melbourne. Today it takes seconds.
Nothing is a better yardstick of how communications is innovating than this never ending battle between two countries.
Message by ship was succeeded by the telegram, radio, TV and the internet. Like a timeline each innovation has carried the message.
In 2013, it’s been no different and this historic game of bat and ball has shown a yardstick of where we are. As Australia lost to England the story was told by tweet, picture, TV broadcast and blog.
Here are 18 things we can learn about digital communications and The Ashes.
1. Pictures work on Facebook
As a Facebook page Official England Cricket works brilliantly in many ways. They are a case study in how creating sharable content works well. They don’t add score updates. They post pictures of Ian Bell lifting his bat in triumph with a message. Even a damp image of an outfield gets more than 60 shares and a barrage of 1,800 likes.
2. You need to moderate your Facebook page
As great as Official England cricket is at posting content they’re not always the best at moderating the abuse that goes on at times between people. Including an amazing amount of spam and grief that comes out of the Indian sub-continent.
3. Post on Twitter to the popular hashtag
Both England with 221,000 and Australia with 219,000 followers used Twitter effectively. But when they posted content they may have had their own hashtags but they also added content to the far more popular #ashes community which at its height was trending globally.
4. Be careful about your own hashtag
Yes, it’s lovely looking at metrics which belong to you through a distinctive hashtag. England had #rise based on a piece of commissioned poetry which was all about rising to the challenge. Australia had the bold #returntheurn about how Australia were going to sieze back the six inch urn. Which sounded fine when the series started but led to derision when they were on the end of a 3-0 stuffing. It was dropped.
Forget the TV. Forget the radio. Forget news sites. If you were away from them the place to find out what was happening was just checking the #ashes stream itself where you had the beauty of two perspectives. The English and the Australian. At the same time. So, as I sat on a train as Stuart Broad ran through the Aussies to secure victory it was via Twitter that I was following what was happening.
6. Hashtags as an instagram community
The photosharing site Instagram was used by Australia. Less newsy than Twitter. Less engaging than Facebook Instagram was a platform for capturing people photographing the TV they were watching, the pint they had just bought or their view from the boundary itself. Australia sprinkled their own content with behind-the-scenes pictures.
7. Google Plus has good numbers but a mixed take-up
8. Old media doesn’t like new media and would rather it went away
For decades radio coverage of cricket in the UK has come from the BBC’s Test Match Special. It has done the job incredibly well. But they pay for the privilige. And the alternative Test Match Sofa coverage doesn’t. The Sofa is some blokes sat on a settee watching the cricket of telly and burbling into a laptop and broadcasting the results online. Deliciously amateur? Yes. But when The Cricketer magazine linked up with them the BBC was not happy.
The late Christopher Martin-Jenkins remarked:
“The thought of having to listen to the predators who purport to be producing commentaries from sofa or armchair without paying a penny to the England and Wales Cricket Board for the rights, is too ghastly to contemplate. The sooner they are nailed and swept offline, the better.”
The row escalated when a Cricketer employee tweeted about Test Match Sofa in breach of accreditation guidelines.
9. Audio works
Both Test Match Special and Test Match Sofa did rather well with tailoring snippets of commentary from key moments of the series. Like Kevin Pietersen falling for 62 in a glorious thrash towards a target in the 5th Test. The BBC did similar with their polished version although they only stay up for a limited amount of time. But nothing was as good as the close-of-play podcast the BBC version produced.
10. YouTube works if it is from the heart
Aussie journalist Geoff Lemon produced a memorable diatribe against his error strewn opener Shane Watson recorded outside the ground as the crowd were heading home. It’s so angry it’s beautiful. The thing is that Shane kept getting out lbw. And then to make matters worse kept wasting a precious review that allows a second look by off-field umpires. “Stop being so… Shane Watson,” a red-faced Lemon roared as he searched for the worst abuse he could think of.
11. The player’s relative’s social media account is a news creator
Aussie opener David Warner was demoted to the ‘A’ team after he attacked a rival player in a Birmingham pub. His brother unhappy at Shane Watson taking his bro’s placed launched what is known in the journalist’s trade as a ‘Twitter tirade.’
12. Ghost written columns by players are pointless
They don’t say anything, they don’t do anything. They’re exercises in platitudes not offering a scrap of anything interesting.
13. The celebrity fan’s social media account is a news creator
When Piers Morgan tweeted from the US to criticise Stuart Broad’s decision not to volunteer his wicket and instead turn to the umpire to make the decision (he didn’t) it became news. Drearily.
14. Journalists need to be on Twitter
The leading journalists from old media – and new – were active on Twitter. Not just linking to their latest finely crafted piece but also presenting a human side. Without noticing it the journalist as human being has entered the list of things the good hack must be. It’s not enough to lurk or to dismiss the platform.
15. Social as a way of taking the temperature
When things blew well for either side it became clear by taking a look at social. A search for either time showed how happy / angry / incandescent supporters of both sides were with Stuart Broad / DRS / the weather / umpires / David Warner.
16. The accidental tweet is alive and well
When a particularly amazing umpiring decision was made against Australia the official stream chipped in with a tweet describing the decision as #bullshit. It was quickly deleted. Make sure you know who has access to the account is one lesson. I’ll bet that using two different platforms to get onto Twitter – one for personal and one for work – is now part of the press office brief.
17. Venues are poorly equipped for social
Outside of press rooms the paying punters are overlooked when it comes to WiFi – free or otherwise. The bright venue will look to offer a way of their customers staying online to contribute to the conversation, tell the world what a great player Michael Clarke or Ian Bell is and what a tasty burger they’ve just eaten. This will change.
18. Social media is just part of the landscape
Sometimes those who live on Twitter can lose sight of how the media landscape isn’t just Twitter although sometimes it’s hard to seem otherwise. The industry around the Ashes remains TV and radio with a whole side industry of books a by-product of every series. But social is becoming so embedded we no longer see it as something to raise an eyebrow at. Like an Aussie win in the 1990s. Or an English victory since 2009.
It turns out I was wasting my time. What I really should have done was to just show this table from Fred Godlash from the BusinessWired blog. It talked about a post they wrote in 2007 that put the price of a press release at $5,000. The equivalent price is $7,500 they surmised. Oh, how I wish that was the case for the corner of the public sector that I work in that collectively put out more than 1,000 in the previous 12-month period. You can read the full post here.
But what really caught my eye was a table that set out the reasons for writing a press release in 2007 compared to 2013. I’ve reproduced it here:
Why? Because it really nails the motivation behind getting a message out. In the past the aim was ink inches and coverage in the local newspaper. Today, the aim for any communications person is to think both print and digital.
The question is, are you? And how are you doing it? If you are not what are you doing about it?
Carmel, although she doesn’t know it, is doing things that in years to come with be second nature to community workers. She set-up a Facebook page for one of the community she serves. She’s savvy enough to know that the 83 likes she has on her page isn’t the measure of what she’s doing. What is is that when she posts other neighbourhood Facebook pages pick up on this and share her content which allows her to reach thousands.
At the heart of it is a simple thing. It’s basically the council talks to it’s residents at the place where they’re gathering.
There should be more people like Carmel and in truth there are. But they’re often the people and in places you’d least expect.
Similarly, hyperlocal blogger Pauline Sargent is another glimpse of what things should look like. Her hyperlocal site Drimnagh is Good seeks to better tell people about what is going on in the community and sites like hers should be welcomed as part of the news landscape. They won’t always say great things about the council. But then newspapers don’t either but we think nothing about engaging with them where we can.
Ladies and gentlemen, I admit it. Google+ is starting to become a contender for comms people.
Yes, it’s true that it has only a percentage of the users that Facebook has. But when the bottom line of that percentage is 230 million that’s a significant figure.
It’s also true that some people have been evangelising about what Google+ can do for a long time. For a quick catch-up try Stephen Waddingtonhere, here and here.
As someone who dodged the hype of the ill-feted Google Wave I hung back when Google+ was launched as a local government comms person. A couple of things have made me re-think things.
Firstly, there is the Foreign and Commonwealth Office’s Google+ page that has racked-up more than 200,000 likes. Shane Dillon has been a real evangelist for the platform and as one of the pioneers he deserves credit and wrote a fine post on the page here.
Secondly, there was a hugely fascinating chat with Shane as well as community web evangelist John Popham, Leah Lockhart from Scottish local government and Phil Rumens from localgov digital who wrote this fine post on what it can offer. That chat really offered up some insight.
Thirdly, there’s the Birmingham City Council Google+ page with more than 24,000 users. That moves the bar from being a global brand thing and one that my corner of local government can take a look at.
So, in Janet and John terms, what’s Google +?
For me, it’s an intelligent Facebook without the farms or a slightly longer Twitter. It’s ad free for now. It’s a place to start a discussion or share a link, a video clip or an image. When you start an account you can create circles where people from different interests can be placed so you can more easily drink from the firehose of information.
When you have your own account you can then create a page that acts in the same sort of way that a Facebook page does for the Google+ community.
So how has this big corporation attempt at social sneaked-up up on us all?
The reality is that since it was launched in summer 2011 there has been a devoted list of people who have been using it and enjoying. Niche perhaps at first but they’re growing and as Google+ develops and keeps adding features that are rather useful those numbers will grow.
Many were sceptical at Google’s record in the field. Great tech but poorly presented. Besides, this felt like a top-down invention from big business rather than something that emerged from a start-up’s bedroom. The counter argument is that neither Facebook or Twitter are exactly small business these days.
Where are the good examples?
When I asked the question 12-months ago there were few if any pages that you could look at and feel as though new ground was being made. But here are three good pages.
With more than 3.2 million followers (or maybe they’re likers? Or plus-ers?) the Cadbury page is witty, imaginative and engaging. It’s a soft sell. There is sharable content aimed at people who like chocolate. Look hard enough and you’ll see the purple and white branding.
Furniture made out of chocolate photographed and posted, for example.
Odd as though it may sound, amongst the corporate pages there’s a rather lovely example from little business too. Ladders Online are a company that supply extra big ladders. Their page features content of inappropriate ladders badly positions and other trade advice. If ladders can be made to be engaging what is the rest of us waiting for?
Birmingham City Council’s Google+ page went into orbit after Google reached out and made contact, verifying it and then promoting it. As I understand it from Guy Evans, the council’s social media officer, content is linked to Facebook.
Google juice. There’s extra brownie points in the search rankings for a link from Google+. For the most part, my corner of local government doesn’t have to stress too much about such things as SEO (that’s search engine optimisation, the art of getting a website up the Google search rankings.) But for micro-sites and other projects this is rather good.
Google hangouts. Back in the day video conferencing was an expensive business. With Google hangouts there is built-in video conferencing between users and the ability to run it via YouTube to larger audiences.
It’s not got adverts. A refreshing change after spending time on the hyper-targeted world of Facebook. Google makes it’s money via search, mainly so doesn’t need to spam users just yet.
Images and video. Realising that good images get shared it’s clear that they’ve put images at the heart of things. You post a link and the image gets posted prominently to catch the eye.
How to use it is largely a white piece of paper. Because it’s new it’s not blighted by people who claim to know what they’re doing and where you’re going wrong.
What’s bad about Google+
There aren’t the numbers of Facebook or Twitter. They have big numbers but not really, really big numbers.
The mobile apps aren’t great. Certainly the Android app is a bit clunky for pages although this may change.
It’s 50-50. Blogs knocking it sometimes seem equally balanced with those gushingly praising it.
Anyone can add your personal profile to their circles. So be careful about dissing your boss thinking you are behind a walled garden. You’re not. There are some excellent comments on this theme on this blog post here.
It doesn’t have the stickiness of Facebook. People don’t stay on it for long. Just three minutes or so a month in this study compared to more than seven hours with Facebook.
In the changing landscape, Google+ is now a feature. It’ll be interesting to see how this develops.
There’s never been more need for a place for local government people to share, innovate, ask questions and search for answers. I know. I work in it.
Working in local government at best can be inspiring and life affirming. At worst can feel like a cross between a natural disaster and the battle of the Somme.
Great landslides are appearing overnight in an old familiar landscape and the normal ways of doing things have gone. I loose count of the number of bright people I know who have left or have been forced to leave.
Against that backdrop the LGA have reacted to a major funding cut by calling into question their walled garden Knowledge Hub be closed. The thinking is that this job can maybe be done by social media without the need for an expensive to maintain website and small army of mostly voluntary curators.
I feel for those in the LGA worrying for their jobs. I’ve been there. Those at risk would rather Knowledge Hub closed in a flash if it meant their jobs were saved. I know I would. When you are in a trench being shelled old soldiers would recall how you would hope the next shell doesn’t land on you. You are not thinking of innovation and better concrete-lined dugout.
If unconferences like localgovcamp is a kind of digital Glastonbury which brings the cutting edge together then the Knowledge Hub is the Top 40. A mainstream place to ask questions.
I’m an infrequent visitor to Knowledge Hub and I get my ideas and inspiration from Twitter. But I know that this isn’t for everyone.
I help with comms2point0 whose blog gets 10,000 visitors a month for comms people. I know how much work it takes. I simply don’t see similar platforms emerging for the 600 tasks local government does.
I’ll leave the debate on what and how to others like Steve Dale who were involved in the original concept for how Knowledge Hub should look and know that it didn’t quite work out that way.
The truth is obvious. There is a need for a central safe platform where people can ask, share and be inspired in. It’s madness to think otherwise.
There are four reasons why I’m not in the CIPR which is progress, I suppose, as there used to be five.
Of course, the optimist in me calls this a 20 per cent improvement year-on-year.
But the realist in me still thinks there’s an 80 per cent reason for me not to join. Just yet. Although there’s much I greatly admire.
The CIPR – the Chartered Institute for Public Relations – is an organisation based in London and represents PR people from across the broad sweep of the industry from the newest student to the most experienced agency chief. It costs £260 to join as a member with £50 of that being a joining fee.
They do good things
It’s also an organisation I do have time for. Their excellent CIPR conversation aggregates blogs from people across the industry and pulls them into one place. They’ll also be tweeted. Disclaimer: my blog gets syndicated there from time to time and Andrew Ross does a fine job in pulling all of this together. I learn things there.
I’m also quietly rooting for Stephen Waddington to become president in the current elections. Why? Because he’s from Northumberland. But mainly because he understands digital communications and sees its growing place of importance. Besides, he tweets pictures of lambs on his farm.
It was a Twitter exchange with Stephen and then with CIPR member Stuart Bruce a couple of days ago that prompted me to think just why I wasn’t a member. So, here are the reasons:
Four reasons why I’m not a member
1. I’m local government. I spend a lot of time in the trenches with my sleeves rolled up doing day-to-day comms that doesn’t easily fit into extensive comms plans. There’s definitely the ability to draw-up one page of A4 as a comms plan in 20 minutes that is a skill that draws on local knowledge.
It also means that having a budget to carry out strategy is largely a thing of the past.
2. I’m West Midlands. There’s no question that if I was in London with the events on offer this would be a different proposition. But a trip to the capital makes even a free event cost £50 and the activities in the middle of the country are scarce.
3. I’m public sector. With budgets cut it means that paying £200 to attend a day of conference isn’t ever going to happen anytime in the next 20 years.
4. There’s too many PR people. Stick with me on this. When we were getting our head around social media in 2008 case studies were rare and the CIPR seemed to be living in the past. A group unhealthily centred on print and talking a 20th century language of channels and key messages. The ideas that formed the bedrock of our use of social came from coders, bloggers, police officers and geeks who were busy inventing new envelopes to push to care too much about comms plans. They inspired us at events like localgovcamp and every day still do. As social tools become easier to access the role of comms is changing. It’s often those at the frontline who are doing amazing work and it’s the role of comms to inspire, train and give the green light.
I’m sure there are some hugely talented PR people who are re-writing the rule book. But there are many more rule books being invented on the web by others outside the traditional comms job description. These are the geeks that are inheriting the world that are taking code, messing about with and building things.
There was of course a fifth which isn’t always the case these days. The CIPR is not just understanding digital but doing some great pioneering work with it too.
No comms organisation can exist in 2013 without both eyes firmly on 2023 and not with it’s heart hankering for 1983.