Author: admin

Telling unchanging stories

For a career that has become a profession, the political class perform surprisingly badly at the job. Here’s two lessons you can learn from their mistakes last month.   1) Tell your story, then stop. Journalists are very good at spotting weaknesses in stories.  Bill English kept telling them his story about Todd Barclay each Read More …

Sky TV caught offside with All Blacks fans

If you insist on making an unpopular decision then at least have the courage to stick by it.   Sky TV broke into its coverage of the All Blacks test to play an advertisement after the haka. Within 24 hours of the resulting viewer criticism they backed down, promising the ads wont air in the Read More …

Using human instinct to your advantage

When public safety is threatened people seek reassurance in the simple answers, even though they may be the wrong ones.  Organisations can use this to their advantage.   In the weeks following the Grenfell fire a particular type of cladding has been singled out as the cause.   Of course, the cause of the fire Read More …

When sponsorship sours

Companies sponsoring stuff would have whistled with relief that they weren’t BNZ when a prominent rugby player taped over their logo on his shirt.   While rugby organisations did their usual stuck-in-headlights routine, the BNZ was left alone to say it was unfazed by the individual’s action and he was free to choose.   It Read More …

PR will save you from stupid marketing

Many self-inflicted publicity wounds are the fault of your marketing department.   We’ve seen some notable examples within a past few weeks. Pepsi was mocked for an absurd “attitude” advert about people dancing and protesting for peace and diversity while drinking the fizzy stuff.   Cadbury was pilloried for removing the word “Easter” from a Read More …

Tiresome platitudes

Some days, especially on LinkedIn, the sheer weight of corporate marketing about “doing good” is depressing.   Heart-sleeves point-scoring is made worse for knowing it has zero impact on sales.   This was demonstrated in a series of revealing studies outlined in The Myth of the Ethical Consumer. They revealed that while consumers profess social Read More …

Dress up to persuade

Three brothers were part of a team that invented a portable medical diagnosis device for an innovation competition.   Which of the two photos above is the best one to help tell the story about their technology? The one of the three brothers dressed up as Star Trek figures holding their Dr McCoy version of Read More …

It won’t happen again

When a woman complained about being sent photos of her deceased son even though she had asked for the full file, the Ministry of Justice apologised and said it had changed its processes to ensure that never happened again.   A Google search of world news reveals that in just the past three days, at Read More …

What it takes to communicate

A journalist commented on our Communicator of the Year award; “You’d expect them to be good communicators because it’s their job.”   That made us smile because it imagines that communication comes easily. It assumes that ‘news’ is made by people whose job it is to make news.   There are thousands of people with Read More …