We hope you'll enjoy this edition of Strategy Matters, a newsletter bringing you news, tips and strategies for effective communications from Strategic Communications, LLC, committed to bringing you success through strategy. www.stratcommunications.com |
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Best Practices in Strategic Planning
I recently did a seminar on strategic planning for a group of energy utility professionals. In preparation for that presentation I did a survey and gathered responses from registered attendees for the seminar as well as from a group of business consultants. There were some significant - and interesting - differences in their responses. Most notably:
- The top three "most important" factors in effective strategic planning according to the utility professional respondents (on a scale of 1-5, with 5 being high) were: "clear direction from leader" (3.7), "participation of members during meetings" (3.7) and "structured process" (3.6).
- The top three "most important" factors in effective strategic planning according to the consultants (on a scale of 1-5, with 5 being high) were: "participation of members during meetings" (4.6), "clearly defined outcome expectations" (4.3) and "clear direction from leader"/"communication to those not directly involved" (a tie at 4.2).
- Least important according to the utility group: "regularly scheduled meetings"/"communication to those not directly involved" (a tie at 2.6).
- Least important according to the consultants: "well documented meetings" (3.7).
Who's right? Well, given that the group of utility professionals had chosen to attend a seminar on strategic lanning and indicated that their level of experience was at about a 3 (on a 5-pt scale), one might give more credence to the consultants' opinions. Yet, who could say?
Acknowledging what is probably an obvious personal bias, I would have to admit that I have a tendency to strongly agree with the consultants that "communication to those not directly involved" is critical - and I'd add that, from personal experience, I know this doesn't happen as often as it should.
Yet, those of you who have been involved in strategic planning processes - perhaps failed strategic planning processes might consider how the effectiveness of actually moving forward with planned initiatives might have proceeded more effectively if various constituencies had been kept informed of the process, the issues, the deliberations and the decisions along the way.
Food for thought.
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The Most Important Step in Market Research |
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Speaking of the importance of sharing information...
There are five steps in the market research process:
- Defining your objectives
- Designing the market research study
- Collecting data
- Analyzing and interpreting the data
- Outlining the findings
What's missing? Communicating back with the study participants to share the results of the study!! Consider the surveys that you've responded to. How often have you received results of the survey so you could compare your responses to the collective responses of the masses?
Consider the surveys you've conducted or have been involved with. How often have you shared the results of those surveys with those who responded? Not often enough, I would guess (and I've been guilty of the same thing).
I don't believe that failure to communicate results is done purposefully or with any ill intent. It's generally done out of having "too much on one's plate" - an oversight. Yet, it is very important to close that feedback loop, for a number of reasons:
- As a courtesy. Those who took the time to share feedback with you deserve follow-up.
- To help manage expectations. With all surveys there are some people who respond very positively - some very negatively. It can be helpful for these "outliers" to get a perspective of the collective responses of the group (and, perhaps, be promoted to examine their perspectives in a different light).
- To educate. Sharing survey results gives you an opportunity to interpret and educate respondents by pointing to the results you view as most important, by identifying significant findings or by sharing verbatim comments that are particularly insightful.
- To boost the chances that they will participate in the future!
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| Pitching the News Media
What Editors and Journalists Hate |
| In these challenging economic times it is not surprising that more businesses and entrepreneurs are hoping to get "free advertising" (as they sometimes call it...) by spreading news about their products and services through the media. That can be a great idea but, in the process, many would-be publicists make some very common - and often irritating (from the editors' and journalists' points-of-view) mistakes. Here are some to avoid:
- Sending news releases that have nothing to do with the subject matter or audience of the media outlet or blog. Do this regularly and you'll be "black-listed." Mass distribution news release services can be problematic here as well - the more general, the less meaningful. You need to strategically balance "quality vs. quantity" when it comes to your pitches.
- Sending news releases or making pitches that are thinly veiled (or not at all veiled...) attempts for "free advertising." (Let's face it, we're all looking for free exposure, some are just better able to package the marketing message within a newsworthy wrapping.)
- Responding to journalists' inquiries with off-pitch information. Services like Profnet.com and Helpareporter.com are great outlets for those seeking exposure, but you'll fall out of favor fast if you offer something the journalist is not looking for.
- "Bait and switch." You pitch a particular topic, or respond to a specific reporter's request only to "change topic" once you have the reporter on the phone to focus on your pet cause or personal product/service promotion goal. You won't be called upon again.
- Asking (or even worse demanding) to "see the story" before it's published. While some outlets do this, wait for the journalist to offer. Most legitimate news organizations will not do this and you label yourself an "amateur" by asking.
- Asking (or even worsedemanding) a copy or link to the piece once published. If you get this, it's a bonus, be grateful. But don't expect harried editors, reporters or journalists to spend time sending clips. Consider how many people are quoted in a typical newspaper, news broadcast, journal or consumer magazine and it will quickly become clear what an administrative nightmare this can be.
Disagree? Pet peeves of your own? Post them on my blog: http://blog.stratcommunications.com/ | |
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