Posts Tagged ‘Strategy’

How to position the Greek Financial Crisis?

posted by Edward Jones

If I could take the liberty of modifying the words of the incomparable Rodgers and Hammerstein – how do you solve a problem like Greece? Well, the macroeconomics, thankfully, are for others to worry about. The communications for this spectacular meltdown however are fantastically absorbing. How, I ask myself, could you position such a mess and achieve a sense of progress and dare I say it, optimism? With tongue fixed firmly in cheek, I give you the strategic standpoints that are at the disposal of any discerning political chief:

 1. The Collective – otherwise known as the ‘we are in this together’ position, or in the case of the British, ‘The Dunkirk Spirit’. Clearly, requires appropriate and visible commitment from public leaders such as a reduced wardrobe, or sudden fixation with public transport.

2. The Future Proofer – as in, do this now to ensure that we’re okay tomorrow. Also known as ‘our children’s children’ position.

3. The Fresh Starter – that is, it can’t get any worse so let’s have a fresh start, or ‘a blank canvas’, or in what could be more appropriate for the Greeks, ‘a Year Zero’ approach to the problem.

4. The Frontrunner – or to put it another way, we got there first and so will be better equipped to manage the situation when others are in the same predicament. Also see ‘ahead of the curve’, or ‘ ahead of the pack’.

5. The Flagellator – by far the hardest and bravest position to take; as in, we had it coming for all those years of irresponsibility and extravagance, but we’ll come out of it fitter and better…believe me.

Please note:  This post was orignially posted by Peter Roberts.

Taking the fear out of PR

posted by Edward Jones

In a highly entertaining piece on Thursday, the FT assessed what lessons can be learnt by today’s businesses from those who have made a living from illegal means – you can read it here.

Among the more colourful reflections; my favourite being, “Don’t end up in a truck of a car”, I was struck by the relevance of the comments made by Curtis Jackson – otherwise known as rapping superstar, 50 Cent. Jackson, or should that be Cent talks of fearlessness as a basic strategy in business. Clearly, we can all recognise the need for a certain bravado in the rougher parts of New York, but what’s the potential learning for communicators?

In light of the invariable challenge we face as PROs in winning over sceptical stakeholders, be they clients, or management boards, our fearlessness is fundamentally all about the courage of our convictions. Put simply, if we’re to shape conversations, to use an expression from these parts, we need not only to be bold in our thinking, but downright brazen in our delivery. Whether it’s a crisis strategy, or a consumer campaign, our plans will be undermined from the start if we lack the certainty of our decision making. Others will, quite rightly, challenge our thinking – especially if they’re paying for it – so essential is the need to have guts and opinions, together with the industry’s oft-cited requirements of passion and creativity.

Please note: This post was originally posted by Peter Roberts.