The "Big Carl" breaking the rules
I LIKE BREAKING the rules. If done right, it can get you valuable attention,
make you stand out and even give you a huge competitive edge. It can, of
course, also get you into trouble.
With that in mind, I’ve always been drawn to that age-old edict “You must
know the rules before you can break them.” I first heard this pearl of
wisdom as it relates to music theory. The rule says you must play “X” but
you can break the rule and play “Y” instead… if you understand how and
why it works.
Famous broken rules (and I will tie this to marketing, I promise):
That long intro scene in the 1953 Brando movie, The Wild One.” The rule
said that a movie director shouldn’t hold a camera in one static position
for more than 6 seconds. But in the now famous opening scene, Laslo Benedek
focuses the camera on a long stretch of open road for ... (more)
“Reports of my death have been greatly exaggerated” - a quote attributed
to Mark Twain but apropos for today’s PR industry.
I’ve seen several pieces of late, written by journalists and bloggers who
appear rushed to sound the death knell over public relations. “New media
and Web 2.0 changed the game,” they say, “and make public relations
Fact is - public relations expertise is more relevant, more important today
than ever before. Search engine marketing, social network marketing, Web 2.0
applications and the like have all served to increase - not decrease - the
value ... (more)
IN MY last post, I wrote about the premature sounding of the death knell for
public relations. I’ll go a step further and say that, the need for adept
public relations skills is actually growing and is more critical today than
ever before. In fact, the use of strategic PR has begun to dominate areas
that were once the sole responsibility of completely separate corporate
functions. A clear case in point is employee recruiting.
Once the exclusive domain of the Human Resources department, recruiting has
quickly evolved into a PR/marketing function. Recruitment expert, Jim Durbin
As a PR pro, I am often asked to review and comment on existing websites.
In many cases, a company has just plunked down thousands of dollars on a
website makeover only to find the results disappointing (at best).
No wonder. Websites are often designed and created by HTML or PHP experts,
not marketing pros. The end result is a site with lots of animation, java-run
menus and clickable pages. It may also have a smattering of imbedded SEO code
or even an associated blog. Unfortunately however, coding experts rarely have
the marketing expertise to ensure the site’s success.
With tha... (more)
Text donation played a big role in Haiti relief efforts
As most everyone knows by now, on January 12, 2010 Haiti was all but leveled
by a 7.0 magnitude earthquake. And while TV news played a big role in
informing the world about developments related to this disaster, it was
non-traditional digital communications that really stole the show.
It was cell phones and websites, Twitter and blogs, personal websites and
social networks that called the world to action and resulted in one of the
most successful relief support (donations) efforts ever conducted.
Soon after the word of the ea... (more)