International Podcast Day

by MarketingPublic Relations

A lot has changed, and quickly, in terms of the media that we create and consume. We went from radio and TV, CDs, vinyl records and so on, to being able to stream every medium possible in the palm of our hands. One new media that’s continues to grow in popularity is podcasting. So we’re all clear, a podcast – per thepodcasthost.com – is “an audio program, just like Talk Radio, but you subscribe to it on your smartphone and listen to it whenever you like.”

Many of my friends have podcasts. Two of these are “Bopcast” and “Ayoochill Podcast,” both of which focus on interviewing a variety of individuals, from entrepreneurs, event hosts, musicians, emcees, and others. I’m always fascinated by my friends’ podcasts because they bring unexpected perspectives and interview styles, and ask thought-provoking questions.

Other podcasts I enjoy listening to are Barstool Sports’ “Call Her Daddy,” hosted by Alex Cooper, and “The Daily Stoic,” hosted by Ryan Holiday. “Call Her Daddy” focuses on issues facing women, and also offers celebrity interviews. Within these celebrity interviews, many issues are spoken on including feminism, the real life of a Hollywood star and so much more. Podcasts are used for entertainment from time to time but most importantly can be used for educating others.

“The Daily Stoic” is a definite departure from the other podcasts I listen to. My wise and wonderful boss Mike got me into it, and I’d say it has actually changed my life. Holiday focuses on many historical figures, many of them Stoics,  and provides easily digestible insights. Many perspectives pioneered by Stoic philosophers like Epictetus and Marcus Aurelius, form the basis for Cognitive Behavioral Therapy. Each episode is eye-opening, and I highly recommend it if you’re looking for something to make you pause and think.

Along with listening to podcasts, I’ve actually produced several myself – though nothing I plan on releasing publicly. I’ve just been practicing and honing my skills. And with this in mind, I’m now working with my colleague Kurt to develop a podcast series for our agency that will serve to inform about public relations, advertising, recruitment, and communications overall. In past SCG has done post production and creative slates for several podcasts for our client Rutgers University. You can see some of this work on our SCG YouTube page here.  The quality that we give to our clients is superb, we are great listeners and enjoy collaborating with creative people. We would love to produce your next podcast!

Happy International Podcast Day!

Lupe Dragon

The Public Relations Side of Music

by AdvertisingPersonal InterestPublic Relations

Lupe DragonA lot of musicians think that blogs and online publications are an “outdated” way of finding music, but I tend to disagree with that. As a PR professional and a musician myself, I use public relations to help boost engagement with potential fans. When you google my name, you see tons of interviews and reviews of my music from the past four years. These are in the form of podcasts, news coverage, blog posts, and social media content. It’s what we call being “social proof.”

Social proof is “the idea that consumers will adapt their behavior according to what other people are doing.”

Here are some key examples of how you can attain “social proof.”

  1. Expert’s stamp of approval
  2. Celebrity endorsement
  3. User testimonials
  4. Social media shares
  5. Earned media (i.e., news coverage)

Check out this article for more information on examples of social proof. 

A musician without public relations is the same as an author without an agent – an absolute nobody. If the general public doesn’t know you exist, how do you expect to get results?

In 2022, musicians need to be both talented and business savvy. It’s a harsh reality, but if you put even half as much effort into your marketing and PR as you do into your next single, you will be making it easier for yourself to branch out to a broader audience. That’s the reward you’re looking for.

A Poet on National Poetry Month

by Personal InterestPublic Relations

Since way back in 1987, I’ve earned a living as a public relations professional. I was a reporter before then, and wrote upward of a thousand newspaper articles. I’ve been an absolute Facebook addict for the past 13 years, and I’ve penned a few freelance magazine pieces. I’ve dabbled in writing fiction, with an emphasis on novels and screenplays, I’ve been known to occasionally slap acrylics on a canvas, and I’m an inveterate consumer of podcasts.

In essence, I’m a communicator. I’m naturally inclined to convey and consume information, whether in the form of facts or feelings. It’s what I do for a career and it’s how I prefer to spend my spare time.

This said, I’ve long been convinced that the purest, most potent form of written communication is poetry. It’s this perspective that makes me an appropriate author for our agency’s latest blog, since April happens to be National Poetry Month.

Both as a reader and writer, I’ve been invested in poems since I was quite young. And in the time necessary for me to transform from student to practitioner of the art, my personal style took shape. I dispensed almost completely with rhymes, but embraced alliteration. Never comfortable with lines, and less so with stanzas, I’ve come to employ a breathless, stream-of-consciousness style that to an inflexible English professor might seem suspiciously like a run-on sentence.

Over time, I’ve enjoyed some entirely non-financial success, with my poetry selected for inclusion in a variety of literary publications. One of these (“Concordance of Color,” from the spring 2015 edition of Miller’s Pond Poetry Magazine) follows here, because it seems awkward to discuss creating poems without also sharing a sample.

As if God spent an hour fingerpainting with white and black tempera, streaking November’s sky in unsettled grays, mostly dull, with a whisper of threat, and walking below I watch the drab shades run, seeping down on trees, across lawns, transforming unremarkable structures into mansions of film noir moodiness, absent all hues, save for you — solely immune to this visual desolation — sauntering in a concordance of color, of crimsons, blues, yellows, drifting along, and I’m induced to follow, enthralled by your conspicuous magic.

There’s a kinship between writing poetry and crafting fine furniture, sculpting with clay, or tinkering with an engine. For me, words are the wood or clay; punctuation the wrench set or lathe. And with any of these creative endeavors, nuance determines excellence. Many a word may be suitable to convey meaning, just as any board can become a shelf. But whether with word or board, there’s only one perfect fit.

What captivates me is the pursuit of the ideal word or phrase – the delicate, precise construction that can stir darkness or light in a reader’s heart. Communication is my compulsion, and there are things only poetry can express.

What do your stakeholders value … and can it predict their behavior?

by AdvertisingMarketingPublic Relations
Image courtesy of the European Commission, Joint Research Centre

 

Given the rise in polarization and misinformation across society, a refined understanding of values is more meaningful than ever before. There’s minimal confusion about the fact that how we interact with the world is driven by what we value and identify with. But, it’s important to realize that because values also trigger appreciation of certain behaviors and distaste for others, an awareness of them can be an effective tool in helping organizations solidify relationships with key stakeholders.

 

A recent report by the European Commission, Joint Research Centre provides a unique look at values and identities and their impact on decision makers and communicators. The report also provides a powerful tool to map values and identities. The map helps marketers and communicators understand value tensions that impact communications, while identifying stakeholders and what motivates them.

 

The report notes:

 

  • “Values are a blend of biological and evolutionary factors coupled with individual and societal histories. Values are highly stable at the individual level and are mostly shaped by life conditions during childhood, adolescence, and early adulthood through the influence of parents, neighbors, friends, and schools.”

 

  • “Personal identity is based on a person’s values, experiences and knowledge, and is mostly perceived to be unique. The relevance of personal identity for policymaking comes from the argument that values are at its core, therefore, when one’s values are threatened, it is also true that the sense of self is threatened.”

 

  • “Social identification can shift a person’s behavior to align with the group by ascribing characteristics, values and qualities of the group to the self and depersonalizing one’s personal identity. Identification of oneself and others into various social groups is human nature. Belonging to a group is a source of self-esteem and distinctiveness. The identification with a group can be an advantage for working together but can also be to the exclusion of others, as seen in many political conflicts of our time. The identification with one group often leads to a reduced willingness to interact and share with others and to perceive others as less positive.”

 

Understanding values and identities enables us to shape research and the gathering of information; accurately assess situations; check assumptions about publics and perceptions; and identify, prioritize, and understand key publics well beyond traditional demographics, geography, and identifiers. Communicators and marketers can utilize this research to develop more targeted messaging, while selecting a spokesperson who will be most appropriate for achieving desired outcomes. And, speaking even more broadly, a full awareness of values and identities can lead to the creation of increasingly effective communication goals and strategies.

Panic Rules (1600 x 800 px) (1)

DOES YOUR ORGANIZATION HAVE PANIC RULES?

by Personal InterestPublic Relations
11 Rules for Making Better Decisions and Alleviating Panic in the Ranks

We live in fast-paced, uncertain, complex, polarized times … which frequently require decision-making under challenging circumstances. Regardless of the situation at hand – and whether it’s mundane, or truly life-or-death – how one responds is under that individual’s control.

 

As a public relations firm with more than 60 years of experience dealing with crisis and conflict in a wide variety of industries and sectors, we at SCG Advertising + Public Relations are convinced every organization needs a process for complex decision-making and dealing with “moments of truth.”  Does your group have panic rules?

 

The NFL’s Los Angeles Rams do, and they use them to guide on- and off-the-field decision-making. Team General Manager Les Snead recently explained panic rules during an interview on the Daily Stoic podcast. Snead based the rules in question on Stoicism, a school of philosophy that originated in ancient Greece and Rome. It’s a life philosophy that seeks to maximize positive emotions, reduce negative emotion, and help individuals to hone character virtues. Podcaster, author, and speaker Ryan Holiday has recently shone new light on Stoicism via his Daily Stoic brand.

 

So, from the Stoics, here are 11 basic panic rules.

ANTCIPATE

“The man who has anticipated the coming of troubles takes away their power when they arrive.” – Seneca

DON’T FEAR CHANGE

“When we are no longer able to change a situation, we are challenged to change ourselves.” – Viktor Frankl

CHALLENGE IS OPPORTUNITY

“A gem cannot be polished without friction, nor a man perfected without trials.” – Seneca

WHEN IN DOUBT, DO THE RIGHT THING

“If it is not right, do not do it, if it is not true, do not say it.” – Marcus Aurelius

ACTION SPEAKS LOUDER THAN WORDS

“Don’t explain your philosophy. Embody it.” – Epictetus

FIND CALM, TAKE PAUSE, BREATHE

“It is essential that we not respond impulsively… take a moment before reacting and you find it easier to maintain control.” — Epictetus

STAY FOCUSED

“He who is everywhere is nowhere.” – Seneca

BE COURAGEOUS

“The first rule is to keep an untroubled spirit. The second is to look things in the face and know them for what they are.” – Marcus Aurelius

PREPARE TO BE BOLD  

“More is lost by indecision than wrong decision. Indecision is the thief of opportunity.”— Cicero

INACTION CAN BE THE BEST ACTION

“You always own the option of having no opinion.” – Marcus Aurelius

SEEK COUNSEL, ASK FOR HELP

“Don’t be ashamed to need help. Like a soldier storming a wall, you have a mission to accomplish. And if you’ve been wounded and you need a comrade to pull you up? So what? – Marcus Aurelius

 

The concept of panic rules goes well beyond simply navigating conflict. It provides a reliable framework for addressing key business, ethical, and social issues. As Stoic philosopher Cicero said, “Glory follows virtue as if it were its shadow.”

Click here for a helpful graphic of the panic rules.

 

SCG Survey

Poll: Employees consider company’s reputation, alignment with their own views more important than higher salary

by AdvertisingHuman ResourcesPublic RelationsRecruitment AdvertisingSCG News

SCG Survey

Views on vaccine also impactful, says nationwide, online survey of 1,500 adults

WHIPPANY, NJ (Oct. 20, 2021) – A nationwide survey of 1,500 adults indicates that 84.03% of respondents are willing to accept lower financial compensation to work for a company with a stellar reputation. A similar number – 79.59% – say it’s important to have an employer who shares their views. These results – from an SCG Advertising + Public Relations survey – seem to indicate that businesses and other employers ignore employees’ values and perspectives at their own peril.

 

Completed on October 12, 2021, the online poll also looks at vaccine policies, finding that 74.19% of respondents favor a position with a fair salary and vaccine policies they agree with, versus a higher salary and a vaccine policy in contrast to their own beliefs.

 

Full, sortable data from the survey is available here. Also included is a free, interactive white paper that features a downloadable infographic, as well as a “LISTEN” acrostic that can serve as a strong, visual reminder of the value of listening.

 

“It’s crucial that employers consider whether their organization’s beliefs align with those of current and prospective employees,” says Michael Cherenson, executive vice president for SCG Advertising + Public Relations. “The results of our poll are intriguing, and should be particularly resonant at a time when so many companies are struggling to attract and retain talent.”

 

Indicative of how serious workers are about being content with and comfortable in their employment is the most recent JOLTS (Job Opening and Labor Turnover Survey) report, which shows that a record 4.3 million Americans quit their jobs during August. It’s a striking figure – which is equivalent to 2.9% of the entire U.S. workforce – and is made even more so by separate, recent research indicating that the actual cost to an organization related to an employee resigning may be as much as 50% of that individual’s annual salary.

 

Click Here For Your Copy Of Our Interactive White Paper

Another example of how important it can be to embrace positions valued by employees is United Airline’s recent decision to require all workers to be vaccinated. The move was extremely popular with candidates for employment, as evidenced by the airline having received 20,000 applications for 2,000 open flight attendant positions. For United, this represents a decidedly accelerated application rate, versus its typical, pre-pandemic ratio.

 

This said, Cherenson also notes that along with employees, business leaders must also assess the perspectives and values of other key stakeholders.

 

“While the survey data indicates the value of aligning policies with employees, organizations also need to be in sync with where their customers, clients, and society at-large stand on core issues,” Cherenson explains. “When there’s any sort of misalignment, an organization needs to work harder and smarter. To be clear, this survey’s results don’t suggest an organization should shrink from its larger obligation related to vaccines and the public health infrastructure, which a majority of Americans support. Rather, it indicates the advisability of organizations communicating as strategically and proactively as possible with their various publics.”

 

Viewing the poll results from a somewhat different perspective, only 7% of those surveyed said they would consistently choose the higher salary in response to all three questions. In other words, more than six in 10 would consistently follow their gut, versus unquestionably choosing the higher salary.

 

Of further note, in August 2001, SCG Advertising + Public Relations conducted a similar survey. It asked whether those polled would accept a lower level of compensation to work for a company with an excellent reputation. Fully 78% of respondents indicated they would.

 

“That initial survey’s results are in line with this latest poll, but it’s intriguing to see what’s changed in 20 years,” says Cherenson. “Back in 2001, 78% of those surveyed indicated a willingness to forgo a higher salary to be connected with a well-regarded organization. Today, in response to the same question, six percent more people express a preference for the company with a stellar reputation. View side-by-side, the 2001 and 2021 results appear to indicate an ongoing, societal shift – one that should substantially impact how businesses and other organizations present and define themselves.”

 

 About SCG Advertising + Public Relations

Headquartered in Whippany, NJ, SCG Advertising + Public Relations has organizational roots dating to 1958. The agency provides comprehensive communication services for a broad range of clients. Its satellite offices are located in the metropolitan areas of Philadelphia, Atlanta, San Diego, and Tampa.

 

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Managing Your Employer Brand During The Pandemic

by BrandingHuman ResourcesPublic RelationsRecruitment Advertising

 

As we approach one year of the COVID-19 pandemic, it’s time for companies to do some self-reflection.

  • Did you do everything you could to help your employees and customers during the time of crisis?
  • How will your employer brand reputation be remembered once all of this has passed?

 

Employer branding has always been an integral part of recruitment marketing but the current pandemic has shone a light even further on the role branding plays in candidates’ choice of workplace. Typically, SCG’s process of employer brand development starts with helping our clients define their Employer Value Proposition (EVP) which forms the foundation of their employer brand. In today’s landscape, managing an employer brand looks a little different and requires organizations to be ready to pivot to meet the current climate, plan for contingencies and adapt to employee needs including remote working.

 

During the peak of the pandemic, when uncertainty was rampant and budgets were tight, employer branding often took a back seat but it was actually the most crucial time for organizations to consider how they were treating their employees, customers and community. This would be a key factor not just in attracting talent but also how their reputation would be remembered in the future. Job seekers were paying attention to which employers stepped up during the crisis – how they took care of their employees and customers, and how leadership reacted and led during this time. Did they put people over business?

 

Most organizations did not know how to respond in this unprecedented time. Many were paralyzed and shut down any communications. Others ignored the crisis. Some came off inauthentic or exploitative. According to Linkedin data from April 2020, only 1 in 4 company posts during that time mentioned coronavirus. The posts that resonated most with audiences were those focused on community and support, on stepping up to help relief efforts and putting people first, as well as posts about working from home. SCG’s team, early on, reached out to their clients and encouraged them to address the crisis immediately, directly and authentically. Transparency and community became more valued than maintaining a pristine employer reputation.

 

While there is a light at the end of this tunnel, organizations must continue to maintain and adapt their employer branding and communications to attract and retain quality talent now and in the future.

 

 

 

It’s Not Whether We Communicate, But How Effectively We Communicate

by AdvertisingPublic RelationsRecruitment Advertising

 

 

It is unlikely anyone would challenge the belief that strong and open communication is essential in building a client-agency relationship. And, if done artfully and regularly, great communication can yield many benefits. Here are a few that are top of mind:

  • Gives Direction
  • Reduces uncertainty
  • Builds relationships
  • Creates meaning
  • Increases collaboration

That is a powerful list of benefits. And with the unending stream of improvements offered by technology your opportunity to become a master communicator is more accessible than ever before.

 

There was a time when client relationships were built on the phone, in face-to-face business meetings, and through the mail. Now, each of these communication options are faster, more efficient, and less expensive than in decades gone by.

 

Of course, there are a plethora of tools out there that had not even been dreamed of decades ago which are now mainstream. Just think of a business world without:

  • E-mail
  • Text
  • Chat
  • Online Collaboration
  • Virtual Meetings

So many choices!! However, no matter what tools you choose as appropriate for developing each individual agency/client relationship remember to mix your methods of communication. There are times where a well-timed phone call can clear up misunderstandings that crop up in e-mail. Also, you must communicate regularly and be responsive to messages that you receive.

 

Let’s start communicating today. For clients, our focus is always on navigating the entire P.E.S.O. (Paid /Earned / Shared / Owned) media spectrum. We create and direct programs and campaigns with a truly 360-degree perspective, helping organizations break down internal silos and strategically improve engagement and relationships – all with a goal of achieving your objectives.

Why PESO?

Contact Us

 

 

A Blueprint for Mitigating Dis-information

by AdvertisingMarketingPublic Relations
Mitigating Dis-information
Click for pdf version.

From the early days of the coronavirus pandemic, public health officials at all levels were quick to identify mis- and dis-information as legitimate threats to public health. Several utilized the term “infodemic” to illustrate how the spread of false information was akin to the spread of the actual virus. Given the media landscape and our hyper-connectivity via social, digital, and mobile media, the analogy is entirely appropriate.

 

The pandemic – along with sophisticated information warfare campaigns by foreign actors like Russia and China — has helped shine an important light on the considerable dangers associated with the spread of false information. These include mis-, dis-, and mal-information, as well as conspiracies; they’re not new and the threats they pose will outlive the pandemic. Our upcoming election is sure to amplify the problem. Though mis-, dis-, and mal-information are all related to the spread of harmful information, they each are separate and distinct. However, each serves to undermine trust, erode communication channels, and significantly disrupt our democracy, economy, workplaces, and communities. Basically, they attack our entire way of life.

 

  • Mis-information is false information, though not created with negative intent
  • Dis-information is false information specifically created to harm a person or group
  • Mal-information is information based on reality, but used to inflict harm on a person or group

 

While these threats and their proliferation are well-studied and defined, there isn’t a clear consensus on how to address them most effectively. Organized and proactive disinformation campaigns typically involve detailed research, planning, and targeting. Further, all forms of mis-, dis-, and mal-information – even the basic rumor mill – include a process of seeding, sharing, and amplification. These various phases represent ideal opportunities for mitigation and management.

 

Just as viruses constantly mutate, so does disinformation. Sources and breeding grounds range from geopolitical rivals to a former employee with an ax to grind, and from those with complex motives to those simply looking for a malevolent adrenalin rush.

 

Government and media reform are essential … but they’re not assured. So, organizations and individuals must identify tools and tactics independent of institutional change. Further, the actions of individuals are essential elements in the proliferation of all forms of false information and so must necessarily be the centerpiece of any mitigation plan.

 

Leaders of organizations, and others specifically tasked with addressing false information — including public relations professionals, human resource professionals, and lawyers – need to look beyond their traditional “toolboxes” and consider new mitigation tactics based on the behavioral sciences. As noted by Edward Bernays, father of public relations and nephew of Sigmund Freud, those who understand the group mind are able to manipulate behavior … without those who are being manipulated even realizing it.

 

When information “tastes good” and is repeated with sufficient frequency, some will believe it – regardless of whether it’s accurate. Those tasked with dealing with mis-, dis-, and mal-information must have a thorough understanding of these illusory effects if they wish to successfully mitigate and manage.

 

Tools and Tactics for Organizations

 

Foundational Elements

  • Understand the source. A long, complex list of behavioral, political, economic, communication, and media issues impact the formation and proliferation of dis-information.

 

Key Elements Organizations Must Consider

  • Ability and motivation to understand, prepare, and plan for the threat will ultimately define successful mitigation.
  • Understanding the value of the organization’s intangible assets, like reputation, trust, and brand, will impact mitigation. Trusted organizations with strong reputations generally have the durability and resilience to resist attack, thanks to their intangibles.

 

Essential Tools for Mitigating Dis-information

  • Real-time listening and monitoring to quickly identifying false or misleading information.
  • Robust communication infrastructure, processes, and channels, along with skillful professional counsel and support.
  • Firmly established codes of ethics and a commitment to transparency.

 

Tactics for Mitigating Dis-information

  • Organizations should use their voice and proactively encourage key publics to pause, even briefly, to consider and/or verify the credibility of information before sharing it via social media. Akin to a public service announcement, organizations should simply remind people to “Take 5 ” before sharing. In addition, social media channels like Facebook and Twitter might consider specific, “pause to consider” messaging.
  • Message intervention through pre-bunking, attitude inoculation, de-bunking, and fact-checking.  While widely used, fact-checking simply can’t keep up with the volume of disinformation. Pre-bunking and attitude inoculation are shown to be effective at building immunity and reducing susceptibility to dis-information. De-bunking and fact-checking should utilize detailed messaging to counter false claims.
  • Continued use and development of the online gaming tool Bad News, which has proven effective at inoculating players against fake news and mis-information. 
  • Activate credibility boosters like partnerships with trusted third parties, community relations efforts, and thought-leadership programs that enhance credibility and increase resilience in the face of an attack.
  • Messaging that is clear, consistent, and concise, and which incorporates stories and visuals. Be mindful not to highlight false claims and consider using the “truth sandwich” – begin and end with the truth and avoid overemphasizing the falsehood (never share false claims without clarification). And, because voids of information provide an opportunity for disinformation, limit voids.
  • Particularly when dealing with more susceptible publics, activate and support recognized media literacy programs to help create a less fertile environment for dis-information campaigns.

 

Limiting the spread of misinformation, through pre-bunking and other measures, also helps decrease exposure to dubious claims at the core of many conspiracy theories.

 

The potential results of a successful mitigation effort are many, and the ultimate goal is enabling key publics to make more informed decisions.  This said, organizations need to recognize that there are limitations to what can be accomplished. Total elimination of all sources and adversaries isn’t plausible.

 

No matter their mission or size, organizations are potential victims of dis-information, either by a direct attack or a shockwave from larger attacks. As the keeper of intangible assets, public relations professionals – especially those who understand the entire paid, earned, shared, and owned media environment – are ideally positioned to direct planning and mitigation efforts.

 

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Click here for a pdf copy of the infographic above

Click here for a jpeg of the infographic above

 

 

All Levels Of Education Sector Must Invest In Relationships, Reputation To Battle Coronavirus Disruption

by AdvertisingBrandingCommunity AwarenessEducationHuman ResourcesPublic Relations
The loss of life – as well as health and safety issues – remains the primary issue when talking about the coronavirus pandemic. That said, economic and societal disruption cannot be ignored.  The education sector, from pre-school to our higher education institutions, finds itself in the direct path of the storm and needing to prepare for the next waves.education battle coronavirus disruption

 

The action plans required to navigate the new-normal are extensive and detailed, and emphasis should rightly be placed on instruction and learning, technology, infrastructure, and financial considerations. None of those issues, however, will matter if schools can’t sustain meaningful relationships with their long list of publics. Parents and students are more tolerant of change and disturbances if they have trust.  Educators and staff are willing to go the extra mile if they have faith. Partners and suppliers are more open-minded if they believe a school is credible. Individuals and institutions are more giving when they have confidence.

 

Senior educational leaders will undoubtedly spend the next few months discussing important, tangible assets that ensure the delivery of education, but how much time will be spent on intangible assets like reputation, relationships, and brand?

 

Important Intangible assets

 

Intangible assets – like reputation, relationships, and brands — will first be defined by behavior and then by communication. Every organization must accept that it operates with the permission of those it serves, including students, parents, employees, regulators, partners, and a lengthy list of others. Moving forward, every action and behavior must be focused on earning and maintaining permission and trust to operate.  In the end, reputation is a simple formula: EXPECTATION + CREDIBILITY. Organizations must meet or exceed expectations and achieve credibility by doing what they say they will do in all facets of the organization, down to the very smallest detail.

 

When it comes to communication, every organization must fortify its antenna to become more effective at listening, and more attentive to relevant sights, sounds, and sentiments. They must accept and communicate vulnerability and values and give power to their conscience, ethics, and empathy, thus empowering others to act. They must speak clearly, consistently, and honestly across all platforms – paid, earned, shared, and owned. Communication must be systematic, process-driven, proactive, and reactive, and also reach to all ends of the organization, both internal and external, prioritizing those directly impacted first … but realizing that information spreads.

 

There will be bumps along the way, and some may ignite a frenzied response from the media. The industry should also anticipate government, legal, and consumer actions, along with dis-informational attacks. And all of this will negatively impact reputation and the bottom line.  Schools must soon identify and cultivate third-party advocates to speak on their behalf, quickly knock down misinformation, and employ attitude inoculation or pre-bunking techniques.

 

When it comes to maintaining and building intangible assets like relationships and reputation, there’s no magic solution. Instead, taking appropriate steps now will ensure an organization’s ongoing viability. Bottom line: educational leaders must prioritize investment in intangible assets and the professionals who manage them if they hope to survive and ultimately thrive in the post-coronavirus world.

 

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