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  • No. The Hardest Word in the English Language to Say

    • 14 Apr 2011
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    Media_httpwwwmattward_eaiwc
    That is easier said than done.

    Some of the easiest things to say are often the hardest things to do.

    You've probably heard one of those sayings in some form or fashion, right? We should be distrusting of the overly simplistic, but in this case I think there is a lot of merit to both of those phrases. It truly is much easier to say something than to do something. I'm sure you know the famous saying, "put your money where your mouth is," right? Again, overly simplistic but there's also some merit to it.

    There is no word more simple in the English language than, "no." Well maybe the word, "yes," but that's the subject for a different post. Even though it is simple, no is easily one of the toughest words for professionals to say. And, being in the communications business, the natural inclination is for us to say that it is an affliction that only impacts younger professionals. Talk about a load of BS. Nothing could be further from the truth. Experienced, new, young and old it almost doesn't matter. It's a word that everybody struggles with.

    Think about it... When was the last time you said no to something out of necessity? Go ahead... I'll give you a minute... Cue Jeopardy theme music... It'll take you a while. I know it took me some time. Whether they be in work activities or extra curricular things you might be doing on the side, chances are good you've not said the word no in awhile. Why do we have such a problem saying no to people? The easy answer is that we don't want to disappoint someone. There's a lot of truth to that, but if you don't know the person how can you really disappoint them? If you were asked to speak by someone you didn't know well and had to decline would you really feel like you disappointed the person? I'm sure a small part of you would, but what's the real reason?

    Saying no, at least in my view, has more to do with personal achievement than disappointing someone you may or may not know well. We want to be the best, right? If you are going to come here and tell me no I'm going to call you a liar. It's just simply not true. We're all driven. We all want to be on the top of our game. To be at the top of our game, we think we need to take on all comers. You know that extra project you have absolutely no time for? No problem! You'll stay up until 3:00am to finish it. You know that speaking gig you were offered in a cool city that would mean you'd be on the road for five consecutive weeks? Absolutely! Why not... I don't need to be home to see my friends. Or what about that extra side project that brings you more stress than your real job. Whatever! That's a breeze. I can handle it.

    If it sounds like I'm advocating a slacker lifestyle, you're clearly missing the point of the post. There's a big difference between working smarter and working harder. If you are going to be working harder, you need to know what you are working toward. You need to know all of the potential pitfalls and benefits to taking on that additional assignment. Hence, working smarter. Knowing all of the facts before making a decision is important in all walks of life. If someone says they cannot wait for your decision then politely tell them no. First of all, they are terrible shortsighted and would probably be pissed off if someone tried to pull that on them. Secondly, nobody needs an answer instantaneously (in most cases - whether to go through with emergency heart surgery probably would require an instantaneous decision). And, for the record, I'm just as guilty as anyone else. I can never say no to things. Again, I think if I were honest with myself it would have more to do with achievement than disappointment, but... there it is.

    So, what can you do instead of saying no, especially if no genuinely isn't in the cards for you? A couple of things...

    1. Rephrasing the request - This is probably the easiest thing to do that almost nobody ever does well. An example... If someone asks you to help complete a multi-stage project, rephrase the original request and ask if it is possible for you to help complete one of the stages. I can guarantee that the person making the ask will be accepting of any help he/she would get.
    2. Suggest another team member - Now, don't go throwing a team member under the bus, but check with someone else in your group on whether they have time to assist. Then, go back to the person making the request and suggest the alternative. Again, chances are good that he/she would be willing to take that help.
    If you have had success uttering the word no, please come tell us about it....
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  • Four Ways to Make Your Conversation About Research Easier

    • 5 Aug 2010
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    • ROI Research advertising measurement public relations social media
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    We all (I hope) understand the importance of research to any public relations, advertising, marketing or social media campaign. Research is the beginning, middle and end of any campaign. It can help identify appropriate messaging, help us gauge the success of our campaign, identify potential influential online community members and provide a solid benchmark Despite its importance, the conversations we have about research are often strained. Whether it be about budget concerns (some recommend ~10% of an overall budget be spent on research), the client’s sense of urgency in getting started or just an unfamiliarity with the topic, we typically do not handle the conversation about research very well. So how do we make the conversations go a little more smoothly? I have four ideas that might help you: 1. Make research one of the first things you bring up. Not only will it make you look like you are concerned with their bottom line, but it will show that you are thinking about the campaign on a strategic level and not a tactical one. 2. Avoid jargon and acronyms. Public relations (even social media and advertising) is one of those professions that is littered with acronyms and jargon. For whatever reason, we are in a hurry to make something an acronym, or compose a sentence comprised entirely of jargon. The research conversation is typically no different. I’m not advocating talking to the client like they are five, but don’t start off the conversation by using a term like “KPI” without any context. 3. Be confident in your results. I can guarantee that if your client senses you do not believe in your results, neither will they. If the results are negative, then position them as a way to tweak your campaign to get the desired results. If they are positive, don’t be so quick to take credit for all of your hard work. Praise the client for their work, but also demonstrate how you can continue improving to make the next report even better. 4. Provide actionable insights - For whatever reason, there's often a reliance on FYI's. By FYI's I mean interesting information that doesn't immediately lead to the client solving a specific business problem. Along the same lines, one key to actionable insights is timeliness. If you're providing old data chances are good the window to actually act on that intelligence has passed. I don’t believe for a second that these are the only things that would make the conversation about research easier. Are there other things that you have done when talking to clients about research? I look forward to hearing from you.
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  • 451 Heat » How to tell if your PR agency sucks!

    • 16 Dec 2009
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    • pr public relations social media
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    via 451heat.com

    great sound to go along with this one...who knew Jason Falls was not a location in Canada?

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  • About

    I am the Manager of Research and Online Reputation for Dix & Eaton. What does that mean? Well, when I figure it out I will be sure to let you know.

    In all seriousness, I spearhead the firm’s efforts in the areas of social media monitoring & measurement, financial research and analysis, competitive intelligence, market research, issue and media monitoring and stock surveillance. That research provides critical inputs into the strategic development and execution of marketing communications, digital communications and media relations programs.

    How do I plan to use Posterous? This is likely to be a "digital notebook," of sorts, for me on a wide variety of topics including social media, social media monitoring and measurement.

    Lets see where it goes....

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