Communications Conversations
PR Conversations
PR Spin Sucks
Polaris PR Inc.
It is a precarious journey when it comes to communicating the value proposition of social media to the C-suite.
Often, this is because there is a gap between social media’s perceived benefits and traditional business measurement.
This has led us to attempt to quantify our sales pitch. However, to be successful in persuading senior management—or anyone for that matter—we need to resist the urge to become dependent on speculative analytics. More
We all possess this unique egoistic appetite for popularity, recognition and appreciation. Social media has exacerbated this desire to a point where our original values and intended focus has been skewed. An apt example of this would be the recent uncovering of professionals buying followers. This conscience decision only serves one purpose: influencing perception. Unfortunately, a follower count—even if 83% are fake—has a gravitational affect on others. People begin to perceive that individual as a thought leader, someone worth following, and a person that deserves admiration and digital prestige. 
It’s a type of celebrity-ization. Naturally, we yearn for a certain level of notoriety, whether it is factual or simply perceived. This very same goal has also influenced our rationality and action. It has reshaped the way in which people communicate, engage, carry themselves, and at times it has influenced how information is generated and sustained. More
Hard work, determination and passion are characteristics that shape a great entrepreneur. They also tell you a lot about a person, their values and what drives them. Unfortunately, these elements do not always lead to success. If we’re all in the same environment, with the same goals, with the same customers and the same idea, sure, your hard work and passion may be everything you need to expand. 
Skepticism of social media within the business world is prevalent and often entrenched. Rooted in traditional thinking and misunderstanding many decision makers cannot see the value beyond the cosmetic appeal of digital attraction. Many can’t wrap their minds around how this tool can be used within a traditional business structure. It’s understandable – the rigid composition of the business world doesn’t mesh well with the organic and malleable nature of social media. 
“How can we monetize it?”, “How does it help our bottom line?”, or “how can it advance our business objectives?” are just some of the questions executives ask. It doesn’t matter what your answer is, many already know (rather think) it’s not for them or their company. There is a gap between the hard-lined ROI of social media and its more pronounced benefits that can support financial objectives. This is where humanization comes in – no, not kumbaya and hugging – but a social culture that affects a business. More
I recently had the opportunity to sit down with Brad Breininger, who is one of the founding partners of Zync Communications in Toronto. What is unique about Brad and his agency is that they have seamlessly integrated business development ventures with creative services and experience. They have a refreshing vision for branding, which is grounded in the appreciation of raw business objectives. I would highly recommend that you visit their website and see what they are doing because they will revolutionize the entire communications, branding and PR industries. 
I have always believed that marketing, branding and PR are not stand-alone elements of a business plan, yet many people today see these services as just that. The other aspect of this marketplace that has always left me with slight confusion is the unwavering and often blinding focus on strategy. I am the first person to say that strategy drives what you do, but the market today is saturated with people who focus too much on convoluted strategy than they do on practical application, pragmatic decision making and most importantly, business objectives. More
There is an elusive element to any communications and branding project: loyalty, or more specifically, how to increase true loyalty. Our pursuit of this intangible component is synonymous across industries, fields and environments.
Whether it is a company seeking to garner brand loyalty, a marketing campaign that aims to redefine the connection between consumer and product or service, a political figure who depends on support across time and space, or simply a person who yearns for a companion who offers unconditional faithfulness, loyalty is a cornerstone to success in many different contexts. More
There is considerable discussion around the topics of marketing and advertising, as well as an interesting dialogue about social media’s affect on the age-old Paid vs. Owned vs. Earned Media (POEM) debate.
These discussions tend to revolve around the idea of loyalty, branding, and business development from a creative standpoint. I came across an interesting article in Mashable that stated; “It’s clear that the POEM model is obsolete in the social media age.”
POEM
The author went on to describe a more hybrid design that has been created to represent new vocabulary and a digital environment. This article was a fascinating read and I found myself agreeing with their new framework and arguments. However, it made me start thinking about the idea of traditional “earned media” and how, in my mind, it is still a vital piece of any business model or political office. More
The old adage of “sticking to your guns” is one that many perceive as a characteristic that aligns with steadfast leadership. There are certain circumstances where this style of leadership should prevail, however in more general terms, and across industries, fields, and disciplines, it tends to be a misunderstood weakness.
Bloomberg
I was recently reading an article in Bloomberg Businessweek by David J. Lynch on how the Ivey League, and more specifically Harvard, has added to Mitt Romney’s success in the presidential leadership race. One line in the publication, a quote by Mitch Kurz, read; “shifting positions on issues to adapt to new conditions derives from the unsentimental brand of analysis he learned at [Harvard Business School]“.
What struck me so deeply about this sentence was the context it was placed in: politics. The political world is fraught with people “sticking to their guns”, through thick and thin, the good, the bad, and the ugly. The term “flip-flopping” on issues in politics is synonymous with the “kiss of death”. I found that it was unusual that others were praising Mitt’s ability to adapt to the conditions as it were. More
Without taking into account the obvious effects that the global economic downturn has had on entrepreneurialism, employment, and corporate growth, the business world is a competitive market to operate in successfully.
Remarkably, business failure statistics in Canada show that approximately 96-percent of small businesses that enter the marketplace survive for one full year, 85-percent survive for three years, and 70-percent survive for five years. The U.S. Small Business Association notes that 50-percent of all businesses fail within their first year.
There is no shortage of posts, articles, and books that offer great insight into the world of business failure and how a budding entrepreneur can hopefully sidestep the seemingly predetermined path that so many other start-ups before them have taken.
According to Statistics Canada, and many business-minded individuals, most start-ups fail because of mismanagement, in the general, financial, and marketing sense. It was also noted that almost half of the firms in Canada that go bankrupt do so primarily because of their own missteps, rather than external forces (although this assumption may not hold true during the current economic environment). More
Contact: tyler@orchardcommunications.ca
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