The Corpse in Waiting?

 I think it is time we put the terms public relations and advertising in a time capsule. Fact is, we all went to sleep one day and woke up in a new and different world.

In this new world newspapers are drying up and blowing away like tumbleweeds in the desert and  the 30-television second spot, once king of the ad chessboard, now has trouble holding the title pawn.

All of a sudden, the marketing communications tactics in traditional textbooks are no longer relevant, replaced by something called alternative, new or digital media. Twitter has become an action verb, tweet. While one can be on Facebook, it seems also proper to ask: Do you Facebook. Webcasts and Podcasts have been around for a few years, but the major difference now is that they are amplified by You Tube.

However, when it comes to Ukraine, I had a marketer tell me recently and I'm quoting now: "Agencies talk about how 'in' to digital media they are. But when you ask for a second sentence, they stammer. They don't seem to have a clue."

I think this is because there is so much happening so fast. One can get a handle on some techniques but the digital communications arsenal is loaded and growing faster than Bermuda grass.

This leads to my great fear. In the hurry to tinker with the new, we forget what our jobs-regardless of what one calls them-are all about. They are about the effective communication of messages.

But more than that one needs a marketing strategy. No matter how you package digital media, it is still merely a tactic or series of tactics. Without a strategic master plan, they are relegated to gimmicks.

Still, show me an agency frozen in traditional media and I will show you a corpse in waiting.

JMW

Voted Off the Island

As the reality show d?nouement goes: I was voted off the island.

I am speaking of the European Business Association general meeting late last year in which 17 worthy candidates were up for seven spots. The reason for my 11-month try-out as board member was the very sad death of my friend and co-worker, board member Robert Reed.

My expectations were not high, and I did not campaign for the position, though, as befits the noble European characteristic, I don't believe my colleagues officially campaigned either.

When the ballots were counted, some very good new board members were chosen and some very good board members--people who have become my friend--were retained. In all sincerity, I was pleased at the night's results.

Besides, I remembered most of my two minute speech during the candidate introductions, and I didn't slosh wine down the back of anyone's dress. In other words, for an American running for a European board, I was pretty cool.

But, in the way of suggestions, I have some thoughts about an organization I respect and have been delighted to contribute to in my small way

Of 14 board members, only one is a woman. Why is that? I would hope, in the future, more women would run for election.

The EBA has a relatively new policy that only the top person in the company should be on the board, CEOs, general managers, etc. This is too elitist for my thinking.

From a purely selfish point of view, I would like to see more small business representation. Of the 14, there is only one small business now on the board.

These are meant as constructive comments. I truly enjoyed my time on the board, met some great people, and stand ready to help in any way I can in the future. 

JMW