Below are five noteworthy communications stories published during the week ending January 26, 2013.
“Saying What Matters in 701 Words,” by Ronald C. White, Jr., in The New York Times, Sunday, January 20.
White, author of Lincoln’s Greatest Speech: The Second Inaugural, writes in this article about what many consider to be the best inaugural address ever written.
In his short speech of only 701 words—taking him perhaps about five minutes to deliver—Lincoln chose not to give his audience what they expected but instead to surprise them in a number of ways.
Read the story here: http://ow.ly/h2B7v .
“Don’t Write off Print Ads Just Yet,” by Michael Wolff, in USA Today, Monday, January 21.
Wolff makes the argument that print ads still work (look at those by Apple Google, IKEA, Lego, Ray-Ban, Old Spice, Harley-Davidson, for example) and they should not be overlooked by ad agencies and their clients, who often do so because agencies can make more money from TV and digital ads, and the clients find these media more exciting than print.
He also points out that many of the young agency people hired today create ads for TV and digital because, in part, they have trouble mastering language skills. “They live in an unwritten world and cannot, practically speaking, produce a written ad,” he says.
Read the story here: http://ow.ly/h2AYt .
“10 Questions to Ask Before Hiring a PR Firm” by Jane Porter, in Entrepreneur, Tuesday, January 22.
These are ten very good questions that every business should ask before deciding which PR agency to hire. Large businesses have most likely been through this exercise a number of times and so know what questions to ask, but small companies need to be especially diligent in making sure they ask these questions and get the answers that will be best for them.
All the questions are asked of the PR agencies being considered. And I would add that the initial question—How are you going to measure your success?—should first be asked of the company itself (and answered carefully) because the way the agency measures success must align with the way the company wants the agency’s success measured. Counting media mentions might be nice but may not be useful to the company that really wants to know how PR will increase sales.
Read the story here: http://ow.ly/h2zQA.
“Pope Benedict on Social Networking: The Virtual is Real” by Nicole Winfield, on The Huffington Post, Thursday, January 24.
Winfield writes in this story that the Pope, who, at 85, tweets in nine languages and has 2.5 million followers, said this week that the Catholic Church must use social media to better engage young people and to attract new members.
Read the story here: http://ow.ly/h8lxq.
“Inside Forbes: A New Wave of Digital Journalist Is Showing a Profession the Way Forward” by Lewis DVorkin on Forbes.com, Friday, January 25.
In this interesting piece, DVorkin, a Forbes staff member, writes about the way the publication’s digital journalists go about doing their jobs and how their approach differs from that of traditional journalists. The article, which includes a video with interviews of some Forbes digital writers, lays out a model for the future of journalism.
Read the story here: http://ow.ly/h8jWo.