CASACOM’S WEEKLY WRAP-UP – OUR TOP COMMUNICATIONS STORIES
Before enjoying the weekend, sit back, relax and read up on how Google has updated its Consumer Barometer, how to navigate jargon and why we must pause before responding to messages:
Google has updated its Consumer Barometer tool with more consumer information for 2014 and a brand new interface. The simplified interface is meant to help marketers create more compelling insights, with data-set around things like multi-screen consumption, online video viewing, consumers shopping and mobile device usage easy to filter.
Currently, the Barometer covers 10 consumer product categories (mobile phones, cinema tickets, televisions, fashion, home appliances, flights, hotels, car insurance, groceries and makeup) with plans for more to be added by Google based on global demand.
“Google revamps the Consumer Barometer” (Strategy Magazine)
In PR, we often see companies with a great message bog it down with jargon or poorly placed words. Word usage is vital and can be especially difficult to navigate when working with journalists. To help out, here is a quick breakdown on how to craft your words in a way that results in successful media engagement:
• The good: Words you’re rooting for. These words are the heroes of your corporate message and brand. Words such as: “trusted,” “responsible,” “dedicated,” “professional,” and “creative.”
• The bad: Sometimes reporters might phrase a question using a negative word. If you repeat it, then you also associate yourself with the bad word, and they’ve got an eye-grabbing headline. A recent example is Minnesota Vikings running back Adrian Peterson’s statement in response to allegations that he had abused his son. What’s wrong with the following sentence? “I am not a perfect parent, but I am, without a doubt, not a child abuser.”
• The jargon: If you’re unsure whether a word is “jargon” or not, test it out on your friends. Send your new business messaging concept to a friend who works in a completely different field, and see whether they know what you’re talking about.
“Word use: The good, the bad, and the jargon” (PR Daily)
As the pressure grows to respond quickly to text messages and emails, the value of pausing and thinking is growing too.
There are a few practical ways to buy some time when you get a message where your gut tells you not to respond or where you are not sure how to respond.
• The non-response response – “Got your message.” This is meant to serve as an acknowledgement but really is only filler. It may aggravate someone in the midst of a negotiation or other serious exchange.
• The expectation-setter – “Got it. Lot on the plate today, I’ll get back to you tomorrow afternoon.” This is often a good middle ground. It provides an immediate response of acknowledgment and resets the timetable.
• The confident pause – Don’t respond. Really. Just don’t. Pausing for at least 24 hours is a pretty good rule of thumb. Not responding is its own kind of response, which can often work to your advantage.
Once you’ve bought some time, you need to soak in the information and think of an appropriate response. For some ideas, visit the below article link.
“Before You Respond to that Email, Pause” (Harvard Business Review)
Thought of the day:
“Whether you think you can or you think you can’t, you’re right.” – Henry Ford
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