Life is like riding a bicycle. To keep your balance you must keep moving
Most people who have tried mind mapping agree that it is a wonderful way to organise thoughts and to make connections between ideas. You start with a central idea and then add branches to it as your thoughts develop.
I first began simple mind mapping by drawing bubbles with words in them on a piece of paper and then joining them up. But today there are some powerful computer programmes available which not only do the drawing for you but which also make the whole process more fun. It is also much easier to move ideas around and to keep building on them.
I use mind mapping in many different ways, from preparing outlines for presentations and plans for an event, to developing stories before I write them and even for taking notes at a meeting.
Up to now my favourite was one called iMindMap. I still use it on my Mac at home as well as my PC at work. Both versions work well and are about to be upgraded to version 5, which promises even more features.
But I have now discovered some software which I believe is vastly superior to any other I have tried. It is iThoughts which has been produced by a UK-based developer, Craig Scott. Unfortunately, it is still only available for the iPhone and iPad but I am sure it won’t be long before he produces a desktop version. At least I hope so.
I find iThoughts much cleaner and more intuitive to use than iMindMap and it has lots of more useful and rather nice features. It is also less than a third of the price than the rather expensive iPad version of iMindMap.
If you have not yet adopted mind mapping as a way of capturing your thoughts I can highly recommend it. Some of the software developers even offer free trial downloads. It might literally change your way of thinking.
This weekend I did a job I hate doing and probably never used to do often enough – backing up all the files on my computer at home. Only this time I have finally dispensed with my back-up hard drives and DVDs and put everything onto a cloud.
Cloud computing (internet-based on-demand computing whereby software, shared resources and information are stored on remote servers) has been around for quite a while. But it has now reached the stage where it is safe, fast and affordable enough for all of us to use. In fact, I now wonder why anyone would use a back-up hard drive other than to perhaps keep copies of original software settings and source files.
I have been experimenting with a few options for some months but Dropbox remains my favourite “cloud”. As well as providing a safe place to back-up my files without having to even think about it any more, it allows me to synchronise files across my Mac, Windows computers, my beloved iPad, and even my Blackberry.
I can share files and folders with anyone I need to collaborate with, and I was reassured to find that Dropbox uses military grade encryption methods to both transfer and store data. Above all, I love the interface because it is so clean and simple. The fact it is free unless you exceed 2GB of storage is of course very welcome too.
But so much for personal use. The greatest benefits of the advances in Cloud computing are bound to be for businesses, especially SME’s and small start-ups who can reduce their capital outlay by purchasing their software and hardware (servers) as a utility cost. Clouds are almost infinitely scalable and they can significantly reduce the cost of maintenance.
Indeed, I have become so convinced about cloud computing that I believe it can play a major part in Europe’s economic recovery and in achieving the goals and objectives of the EU2020 agenda. There is no reason why it shouldn’t become a key enabler of growth, innovation and entrepreneurship in Europe.
Of course, such changes are not going to be without some significant challenges. Not least is the issue that clouds do not fall under a single jurisdiction and are therefore subject to multiple privacy regimes and legal obligations.
The European Commission recognised the issue in an interesting communication it published last November “A comprehensive approach on personal data protection in the European Union.”
“Rapid technological developments and globalisation have profoundly changed the world around us, and brought new challenges for the protection of personal data,” says the European Commission.
“Today technology allows individuals to share information about their behaviour and preferences easily and make it publicly and globally available on an unprecedented scale. Social networking sites, with hundreds of millions of members spread across the globe, are perhaps the most obvious, but not the only, example of this phenomenon. ‘Cloud computing’ could also pose challenges to data protection, as it may involve the loss of individuals’ control over their potentially sensitive information when they store their data with programs hosted on someone else’s hardware.”
It goes on to say that this inevitably raises the question whether existing EU data protection legislation can still fully and effectively cope with these challenges.
The EU is now in the process of reviewing the legal framework for Europe’s data protection and proposals are expected later this year. I am sure there is going to be a lengthy debate, which I will be watching with great interest. But in the meantime I am very happy to have joined the cloud fraternity.
If you would like to try Dropbox please use this link: http://db.tt/hy0vA9y
At the end of last November I had the honour of delivering the keynote address at the PR Forum, a wonderful and well-attended annual national conference held in Warsaw for PR practitioners in Poland. The subject was The 10 Most Important Events for PR in 2010.
I admit the list is subjective but each of the events I chose was important from a communications perspective. Some served as reminders of what can either go well or horribly wrong. Others I included simply because of their impact on the PR industry itself. In reverse order:
10. The Toyota Recalls
Toyota’s excellent reputation for quality and reliability was severely damaged when it was forced to recall more than eight million vehicles in the United States due to acceleration and braking problems. Newsweek called it “Toyota’s Digital Disaster”.
The company’s struggle to respond was slow, very traditional, and resulted in a great deal of consumer anxiety.
It reminded us of two things: Although the overall strategy for corporate crisis management has not necessarily changed much over the years, the advent of Google, Twitter and Facebook, has meant that the execution certainly has.
Secondly, such an issue calls for absolute transparency. Consumers may accept that you are not perfect, but they will not accept no comment. Silence simply fuels rumours of deception and cover-up.
9. Tiger Woods
Revelations of Tiger Woods’ personal life boosted the circulation of many tabloid newspapers but as a consequence they wiped millions off the value of the sporting superstar. The corporate world watched as sponsors were forced to take damage limitation measures, some more drastic than others.
It was a stark reminder to sponsors that even the best personalities can have skeletons in the cupboard and that once they escape sportsmen can rarely be relied upon to do their own PR. Best to be prepared; and if such an eventuality occurs, don’t wait before you seek professional advice.
8. The GAP Logo – In memoriam
First seen on their website on October 4, 2010, the new Gap logo was supposed to signify Gap’s transition from “classic, American design to modern, sexy, cool.” Instead it created a storm of adverse reaction from the design media and consumers alike. One journalist likened it to “the emblem of some failed low-fare spinoff of a major airline.” Another to something you would expect to find while “thrift-shopping.”
As reaction on Twitter, Facebook (4,000 comments on Gap’s Facebook page), and Google (15 million results for “New Gap Logo”) gained momentum the company bravely said it was “thrilled” by the buzz that was being created for the brand.
But just a week later it was dead. “We’ve learned just how much energy there is around our brand, and after much thought, we’ve decided to go back to our iconic blue box logo,” a spokesperson, told Bloomberg News.
Was it a well-planned social media strategy or a failed design? I think probably the latter. It brought back memories of old Coke / new Coke saga some years ago, and reminds us to tread very carefully when it comes to brand communications and addressing loyal consumers.
7. Oprah Winfrey goes to Australia
The deal to persuade Oprah Winfrey to take her show outside the United States for the first time in its 25 year history can only be described as a PR coup for the Australian Tourist Board. Being daring – by aiming high and thinking big – can pay huge dividends.
Even though it cost a reputed $2.5 million to entice her and her 150-strong crew to Sydney for two shows at the Opera House, the payback was enormous. Apart from reaching her regular 49m viewers in the US, there are an estimated 30 million more in other countries. Of course there was the usual Oprah glitz. The entire audience from one of her earlier shows when she announced she would be going to Australia were flown out with her. There was even a fair share of publicity for the national airline Qantas. Oprah’s plane was flown by none other than John Travolta.
It was probably no exaggeration when it was claimed by local media to be “the biggest shot in the arm for Australia since the Olympics.”
6. The Icelandic Volcano
Like many travellers at the time I was a victim of the 2010 eruptions of the Eyjafjallajökull volcano in Iceland that brought European air traffic to a standstill for six days in April. I was very unhappy to have missed a family wedding in Edinburgh but it was something over which I had no control. By contrast, what made me very annoyed was the extremely slow response and lack of information from the airline with whom I should have been flying. It was inexcusable because that was something that should have been in their control.
Most airlines are well-rehearsed and maintain very detailed plans in case they are ever faced with a major accident. Indeed, I have spent many hours in the past helping to train executives of a major airline for just such an incident.
But this was an incident that really separated the men from the boys. It showed the difference between those who were prepared and those who were not.
A rapid response in the first 24 hours is what really determines success in such cases.
There were some good – and in some cases excellent – examples of rapid response. Thomas Cook very quickly began a massive operation to rescue thousands of stranded holidaymakers; Virgin Atlantic Tweeted customers to reassure them of refunds and to inform them that extra staff were being drafted in to increase the number of telephone lines available; British Airways used social media to explain their telephone queuing system; Lufthansa reminded passengers to use their website to rebook or cancel tickets; and KLM used Facebook to provide online answers and to showcase their Tweets of praise from customers.
Aurélie Valtat, website editor of Eurocontrol, the EU’s air traffic management company, was nominated by European Voice as “Inspiration of the Year” for her work providing travellers with information. As part of Eurocontrol’s press team, she made Eurocontrol into an information hub, providing a striking example of how the instruments of new media, particularly Twitter, could be mobilised to beneficial effect.
However, the response from many others was extremely variable and not surprisingly many of them found their names frequently mentioned in an unflattering context as customers used social media to exchange horror stories.
It is a shame that by the time some European airports were paralysed by snow in December, the main culprits appeared to be little better prepared.
5. The Rescue of the Chilean Miners
The rescue of 33 Chilean miners, trapped for more than two months underground, provided us with an excellent example of how a PR opportunity can be successfully seized. As the UK’s Guardian newspaper headline proclaimed: “Copper mine rescue may prove a goldmine for Brand Chile.”
Chile’s President Sebastián Piñera was credited for having spotted the opportunity to put his country on the map. But if you take a look behind the scenes, you will see that its success was also due to a well led and well orchestrated response.
4. The BP Oil disaster
In an interview afterwards, the former boss of BP, Tony Hayward, admitted the company was “unprepared” and that they had been “forced to make things up” as they went along.
It was a shame to see such a large and previously revered organisation in such difficulty, particularly as there were some amazing feats of engineering which received relatively little media coverage.
Suffice it to say that in any such crisis situation the most important aspects to communicate are the five C’s: Concern, Clarity, Control, Confidence and Competence. I don’t think I need to say more.
3. Apple Launches
The iPad was the best-reviewed tech product of 2010 and created an entire category in tablet computing with a portable entertainment device that ditched the keyboard for a touch-screen and made it more fun to watch movies and TV shows, play games and read books.
Apple are masters at creating hype and buzz around their products and their meticulously orchestrated launches in 2010 were no exception. Much of what they do is almost text-book PR but the strength of the brand means it can be done on an unparalleled and enviable scale. There are probably not many companies which can boast celebrity endorsements involving both the US and Russian Presidents, pictured with their iPhones.
However, even Apple has had its issues and for a time came under fierce criticism due to perceived antennae problems on the iPhone 4. But hey, who is still talking about that?
2. The rise of social media
In the end I chose to give second place to the rise of social media, not so much because of the scale of its influence, but because the changes that it is bringing are still ongoing and it may be some time before they are fully felt.
Building trust by listening to customers and communicating through transparent, authentic conversation have always been core PR competencies. There is no doubt that PR is now driving the hottest area of brand communications – social media.
Its rise has been phenomenal. Facebook now has more than 500 million active users. Four billion messages are exchanged each day and the average user spends 55 minutes a day conversing with an average of 130 friends.
Twitter has more than 150 million users who send 120 million tweets a day. And YouTube has two billion viewers every day who, between them, upload 24 hours of new video footage every minute.
Most forward-thinking companies are already embracing social media as an essential means of communicating with their stakeholders. Many have full-time online community managers. Others are just beginning to do so but the message is clear: it is a phenomenon that would be ignored at peril.
1. The (end of the) recession
PR has emerged from the recession as a different business than it was three or four years ago. Not only are both in-house communications departments and agencies leaner than before, they have to be much sharper. Clients expect us to understand and participate in communities and to comprehend and to speak the language of marketeers.
The industry is invigorated with ideas, new technologies and innovative ways to help brands to fuel conversation. But to implement them we have to be much wiser. The savvy communicators are going to be the ones who know how to tell stories that galvanise consumers to act and to talk about products and services. The successful ones will be those who anticipate the future, not react to the present.
Digital has already transformed the industry forever but the pace of change is still accelerating. Reputation and public opinion now matter more than ever.
One message is quite clear. Those who still regard PR as a process that drives headlines and events will be left behind. Happy 2011 everyone.
Two interesting articles have been published in respected media in the past few weeks, both of which highlight the value of good and properly planned public relations.
The Economist (December 16, 2010) article “Rise of the image men” tells the story of PR through time. It reminds us that spin and image-making have been around for as long as history has been recorded. “The earliest historians were often the PR men for the winners of battles and dynastic squabbles. In 18th-century London, the political spin-doctor was already at work, in the form of Georgiana Cavendish, Duchess of Devonshire, who conducted a ruthless publicity campaign on behalf of the Whig leader, Charles James Fox, in between posing for Gainsborough and Reynolds.
“But only since the early 20th century, and Lee’s campaigns for the coal and rail bosses, has there been a recognisable PR industry dedicated to shaping the representation of clients in the media.” Definitely worth a read if you are interested in communications or involved in the PR industry.
In the Wall Street Journal (December 29, 2010) Suzanne Vranica writes and interesting article “Public Relations Learned the Hard Way”. She points out that amid harsher government scrutiny and lingering public mistrust of business, 2010 saw more than its fair share of corporate crises.
“Some of the biggest stemmed from unexpected events, such as Toyota Motor Corp’s safety problems and BP PLC’s oil spill. But crisis-management experts say some companies compounded their woes by botching the initial public-relations response.”
For those of us who provide professional advice on crisis preparedness, 2011 should be an interesting and busy year.