A couple of years ago, I remember writing about the importance of transparency in the social media age. In summary, the narrative went something like this:
- Social media gives everyone a voice
- If you talk the talk but don’t walk the walk, you’ll be called out – publicly
- Be prepared – recognise and prepare for your skeletons; understand your shortfalls; build up your bank of goodness; do more to engage
And then 2016 happened.
This time last year we didn’t really have a clue what was coming. Or maybe we did have a clue – but we couldn’t acknowledge it or put it into words. At least collectively.
From a B2B PR perspective, I’ve seen so many organisations that got the whole ‘transparency’ thing. Trouble is, politically we either couldn’t or wouldn’t make that leap.
With the benefit of hindsight, if politicians had listened and responded a bit more maybe we’d be in a different place right now.
Instead we’re in a world where ‘post truth’ has happened. And 80s ‘dinkys’* (remember them) have disappointingly turned into ‘jams’**. If you’re of a certain age then it is possible that you could have started out a dinky, turned nimby and ended up in a bit of a jam. Really.
Thing is, post truth blatantly stamps all over transparency. So, do we throw our hands up and forget about it and resolve to change the story to fit the situation as required?
I think not.
So, just how should we be preparing our PR and comms strategies for the year ahead? Here are five areas that you should be concentrating on.
- Ensure you’re interesting: just because the world around you feels a little bit odd, that’s no excuse to revert to boring messages. Publishers are crying out for content, but unless it’s thought provoking, new and maybe a little bit controversial it’ll head straight into the bin.
- Be authentic: authenticity is the new transparency. Live your messaging and follow it through. Of course, you can surprise people – but do it in a good way. Remember those mission statements and values – go back to them and see if you’re really living the dream.
- Unleash your caring side: pick up the CSR baton, but try and make it a bit more human and spontaneous. If you or your team do something good – don’t strategise the comms into the ground. Just get out there and talk about it, in a natural, warm voice.
- Connect and collaborate: now, more than ever, it’s apparent that people want to meet ‘real’ people and work together to effect change and new opportunities. Get out from behind your content and listen. Add to the debate. Be brave (see point 1). Shape the outcome.
- Look for clarity of outcomes: when it comes to PR, measurement has long been a dirty word. Fact is, for most clients it’s about impact on real business objectives. When putting in place new PR campaigns, focus on deliverables and overarching objectives, not column inches. Get KPIs in place and everyone knows the required direction of travel.
Wishing you all a Happy 2017!
* DINKY: double income no kids yet, an acronym from the have-it-all, shoulder-padded, excessive 80s
** JAM: for those that have spent the last month on the moon, Teresa May’s shorthand for those that are Just About Managing and clearly can’t afford a new pair of leather trousers (although they may be wiser to make a different fashion choice)