There are constantly new tools and techniques emerging in the marketplace that can help you communicate with your audience. It’s important to understand what’s out there, and new tools are fun, but you also want to be sure any new tool will actually help you reach your target audience and get your message across. Quick Response (QR) Codes are one of the most recent tools to come into play – following is some basic information on this new tool to help you determine if it’s right for your audience....
Developed by Denso Wave in 1994, a QR Code is a two-dimensional code (meaning it contains information in both the vertical and the horizontal) that is readable by QR scanners, cell phones equipped with cameras, and smartphones. The code is made up of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data. As implied by the name, the information can be decoded at high speed.
QR Codes were initially used for tracking parts in vehicle manufacturing. The use of QR Codes has expanded to include commercial tracking applications and convenience-oriented applications aimed at cell phone users – this is known as “mobile tagging.”
The idea behind mobile tagging is that when you see a code, you take a picture of the code with your cell phone. Your phone will decode the information, and you will be automatically directed to, say, a company’s website. These QR Codes can be displayed in a variety of ways, including magazines, signs, buses and business cards.
To be able to scan the codes, users must download an application to their phone. The Android Market and iTunes App Store offer some applications that can decode QR matrices. Decoding can result in the display of contact information, text, connection to a wireless network, or the opening of a web page in the phone’s browser.
QR Codes were widely used at SXSW (a film/music gathering in Austin) in March of this year. They had QR Codes on flyers, postcards, business cards and stickers. One of the more memorable examples was a QR Code embedded in a t-shirt, which directed scanners to a Twitter feed.
QR Codes have been slow to take off in the U.S. market. A recent study showed that less than 10% of consumers know what a QR Code is. Their use is much more common in Japan. Many people in the U.S. seem to think that while they are visually interesting, QR Codes are gimmicky and clumsy. The use of QR Codes does not seem to make sense (at least at this point) for the government marketplace. Many people will feel as though they create an extra step. For example, a QR Code on a panelist card used at SXSW will take you to the SXSW website, which requires login and password information, and then you will eventually reach a small blurb about the panelist. This whole process takes much longer than it would to simply exchange a business card.
There is also the issue of user responsibility. This technology requires people to distinguish between a regular barcode and a QR Code. It is impossible to differentiate with the naked eye. It is also heavily dependent on the user wanting to interact with it. They have to pull out their phone, download an application, scan the code and follow the prompts.
Another problem, especially for use in the government marketplace, is that the QR Code obscures the destination it intends to send the user to. That creates the potential for the user to unknowingly click through to a malicious or unwanted site via QR Code.
Call us at 301-924-0330 or email me at slevine@adviceunlimited.net so we can help you wisely choose the communication tools and techniques that best fit your purpose. No gimmicky or clumsy tools here – just tried and true methods, ready to help you on your way to success!
Advice Unlimited
Monday, November 8, 2010
Tuesday, October 5, 2010
Use contests effectively!
Alice Lipowicz of Federal Computer Week wrote an interesting article about different government contests going on – some very successful, some not so much: http://fcw.com/articles/2010/10/04/low-participation-ssa-contest-remedies.aspx?sc_lang=en
I expect we’ll be seeing more of this trend, so if you’re planning to try this approach, I’d like to offer some advice on how to ensure your organization’s contests fall in the ‘very successful’ category.
The trend didn’t come out of thin air. Last September, the Obama administration released the ‘Strategy for American Innovation,’ which, as part of its recommendations for integrating more innovation into our efforts to improve sustainable growth and quality jobs, called on agencies to use prizes and challenges as a different way to engage the public and get input and ideas from a broader pool. The obvious advantage of the prize approach is that the government only pays the winner - the competitors invest their own money in research and development.
Some government organizations are incredibly successful with this approach – for example, NASA has solved several unusual challenges through successful public contests, such as the NASA Astronaut Glove Challenge in 2009 – where entrants competed for $400,000 in total prize money for creating a new astronaut glove design that allowed for more movement and increased flexibility. They truly pulled from disparate sources, ensuring the result was something different than what their researchers could have come up with in their lab. (According to a NASA spokesperson, the first prize winner in the astronaut glove competition was an engineer, who built his first glove on his kitchen table; and the second place winner was a Brooklyn costume designer working in the theater industry). Other contests, such as the SSA recent video contest drawing only 10 entries, aren’t doing so well.
So what makes a successful government contest (or for that matter, a contest sponsored by anyone – company or government organization?) The answer is amazingly simple – just as with any effective public relations campaign, you must think strategically, define your goals and objectives, and then define the actions that will help you achieve those goals and objectives.
First up: what are you trying to accomplish with this contest? What is the ultimate goal? Then: who is the target audience – who do you want to respond and submit an entry for this contest? Once you define who your target audience is, you can think through what are the communication tools that would be most effective in reaching this audience, and what kind of prize would entice them to participate? Money isn’t necessarily required, though it can be a great incentive – especially when it’s coupled with significant or prestigious recognition. Most people don’t enter contests just for the money, but a good prize definitely helps people take it more seriously, and helps to pull in a larger pool of entrants.
A crucial step is to think through the communication tools you use to inform people about the contest, and inspire folks to enter. Just issuing a press release or posting the information on your website is not enough – we can help you match the communication tools with your target audience, to ensure you’re reaching – and enticing – people who can contribute innovation, inspiration, and winning entries to your contest! If you’re planning a contest or game-changing open grant program or challenge, call us at 301-924-0330 or email me at slevine@adviceunlimited.net – and let us help you make sure your contest is a winner!
I expect we’ll be seeing more of this trend, so if you’re planning to try this approach, I’d like to offer some advice on how to ensure your organization’s contests fall in the ‘very successful’ category.
The trend didn’t come out of thin air. Last September, the Obama administration released the ‘Strategy for American Innovation,’ which, as part of its recommendations for integrating more innovation into our efforts to improve sustainable growth and quality jobs, called on agencies to use prizes and challenges as a different way to engage the public and get input and ideas from a broader pool. The obvious advantage of the prize approach is that the government only pays the winner - the competitors invest their own money in research and development.
Some government organizations are incredibly successful with this approach – for example, NASA has solved several unusual challenges through successful public contests, such as the NASA Astronaut Glove Challenge in 2009 – where entrants competed for $400,000 in total prize money for creating a new astronaut glove design that allowed for more movement and increased flexibility. They truly pulled from disparate sources, ensuring the result was something different than what their researchers could have come up with in their lab. (According to a NASA spokesperson, the first prize winner in the astronaut glove competition was an engineer, who built his first glove on his kitchen table; and the second place winner was a Brooklyn costume designer working in the theater industry). Other contests, such as the SSA recent video contest drawing only 10 entries, aren’t doing so well.
So what makes a successful government contest (or for that matter, a contest sponsored by anyone – company or government organization?) The answer is amazingly simple – just as with any effective public relations campaign, you must think strategically, define your goals and objectives, and then define the actions that will help you achieve those goals and objectives.
First up: what are you trying to accomplish with this contest? What is the ultimate goal? Then: who is the target audience – who do you want to respond and submit an entry for this contest? Once you define who your target audience is, you can think through what are the communication tools that would be most effective in reaching this audience, and what kind of prize would entice them to participate? Money isn’t necessarily required, though it can be a great incentive – especially when it’s coupled with significant or prestigious recognition. Most people don’t enter contests just for the money, but a good prize definitely helps people take it more seriously, and helps to pull in a larger pool of entrants.
A crucial step is to think through the communication tools you use to inform people about the contest, and inspire folks to enter. Just issuing a press release or posting the information on your website is not enough – we can help you match the communication tools with your target audience, to ensure you’re reaching – and enticing – people who can contribute innovation, inspiration, and winning entries to your contest! If you’re planning a contest or game-changing open grant program or challenge, call us at 301-924-0330 or email me at slevine@adviceunlimited.net – and let us help you make sure your contest is a winner!
Tuesday, September 7, 2010
Taking the Next Step: How Public Relations Can Help Your Organization Succeed in a Competitive Government Marketplace
Public Relations has long been regarded as the foundation for successful marketing. Effective public relations can build your company’s brand recognition, your company’s exposure in key markets, and can help establish your credibility on issues that are important to your customers. Using targeted, strategic press placements, public relations can help you reach the right people in government, sharing your organization’s story and educating them about your unique value proposition.
Effective public relations is best accomplished by retaining the services of a public relations firm that specializes in your target market. Especially in the government marketplace, where government decision makers and influencers rely heavily on government trade publications for information, insights, and education to help them make buying decisions, choosing a firm with years of government expertise will help you maximize the value of this investment. Because of its complexity, government is often considered a “high-barrier-to-entry” market. Retaining a firm with solid depth of knowledge in government can help ensure that your organization gets consistent, positive press coverage – delivering your message to your target audience appropriately and effectively.
Why Government-Focused Public Relations Works
Trade press carries much greater clout in government; government-focused public relations can leverage this to your advantage, helping your company tell its story, champion its successes and customers in this highly credible forum.
Unlike advertising, which is recognized as a “paid-for” opportunity, earned publicity has much more credibility, is far less costly, and can yield significantly greater ROI. Particularly in the government space, where procurement rules are so different, government trade publications carry a lot of weight with decision makers faced with buying decisions. They need information, education and understanding of the many options available to help them solve their IT challenges. Government-facing public relations can help you position your organization to take advantage of this opportunity.
How Can You Use Public Relations in the Government Marketplace?
Launch a targeted media campaign for a specific sales effort or contract opportunity.
Many government organizations face similar types of challenges. By highlighting a successful implementation of your solution that solved a problem at one government agency, you build credibility with other agencies. Focused PR can help you tell this success story, through the publications your prospects read and trust.
Retaining the services of a government-facing public relations firm can be instrumental in promoting your involvement with certain contracts – regardless of your organization’s size or your status within the contract hierarchy. How? PR firms that focus specifically on government often have stronger relationships with government public affairs officers and have a deeper understanding of the strict approval process that must be followed.
Since 1983, Advice Unlimited has helped businesses selling to the government tell their story to the audience that matters most: government decision makers and influencers. Through our strategic approach, our extensive understanding of the government marketplace, and the relationships we maintain with tier-one government editors, reporters, publications, and government organizations, we consistently secure positive press coverage that tells your company’s story in the publications your customers read and trust – month after month after month. Working with startups and industry leaders, we have always delivered consistent, positive coverage for all of our clients – for more than 27 years!
Effective public relations is best accomplished by retaining the services of a public relations firm that specializes in your target market. Especially in the government marketplace, where government decision makers and influencers rely heavily on government trade publications for information, insights, and education to help them make buying decisions, choosing a firm with years of government expertise will help you maximize the value of this investment. Because of its complexity, government is often considered a “high-barrier-to-entry” market. Retaining a firm with solid depth of knowledge in government can help ensure that your organization gets consistent, positive press coverage – delivering your message to your target audience appropriately and effectively.
Why Government-Focused Public Relations Works
Trade press carries much greater clout in government; government-focused public relations can leverage this to your advantage, helping your company tell its story, champion its successes and customers in this highly credible forum.
Unlike advertising, which is recognized as a “paid-for” opportunity, earned publicity has much more credibility, is far less costly, and can yield significantly greater ROI. Particularly in the government space, where procurement rules are so different, government trade publications carry a lot of weight with decision makers faced with buying decisions. They need information, education and understanding of the many options available to help them solve their IT challenges. Government-facing public relations can help you position your organization to take advantage of this opportunity.
How Can You Use Public Relations in the Government Marketplace?
Launch a targeted media campaign for a specific sales effort or contract opportunity.
Many government organizations face similar types of challenges. By highlighting a successful implementation of your solution that solved a problem at one government agency, you build credibility with other agencies. Focused PR can help you tell this success story, through the publications your prospects read and trust.
Retaining the services of a government-facing public relations firm can be instrumental in promoting your involvement with certain contracts – regardless of your organization’s size or your status within the contract hierarchy. How? PR firms that focus specifically on government often have stronger relationships with government public affairs officers and have a deeper understanding of the strict approval process that must be followed.
Since 1983, Advice Unlimited has helped businesses selling to the government tell their story to the audience that matters most: government decision makers and influencers. Through our strategic approach, our extensive understanding of the government marketplace, and the relationships we maintain with tier-one government editors, reporters, publications, and government organizations, we consistently secure positive press coverage that tells your company’s story in the publications your customers read and trust – month after month after month. Working with startups and industry leaders, we have always delivered consistent, positive coverage for all of our clients – for more than 27 years!
Monday, August 16, 2010
Paradigm shift: Use Consultants Surgically
We applaud Defense Secretary Robert Gates’ recent announcement of his proposed initiative to cut costs, as we also applaud the Office of Management and Budget’s move to halt IT modernization efforts that have consistently cost more and delivered less than promised. We see a paradigm shift in how government is working – instead of just talking about doing more with less, I believe government leaders are trying to actually do more by being more efficient, focused, and specific in what they need delivered. This is good news for smart government contractors as well as for the taxpayers and the government organizations themselves.
My organization, Advice Unlimited, provides strategic planning and communications outreach consulting services to the government. We offer our services surgically – in modules that clearly define the project that will be delivered, how long it takes and what it costs. The customer only pays for what they actually need at that time; they can then purchase additional modules when they’re ready, both financially and operationally, to implement that next project. We consistently deliver outstanding results, and part of our success is because realistic expectations are established up front, and everyone is clear about the scope of the project. There is minimal ‘scope creep’ because the project is short and focused.
I believe this surgical approach to delivering services to the government is the wave of the future – it delivers the services needed in a timely, cost-effective, agile manner, so that if something isn’t working, adjustments can be made and the process can be back on track very quickly, with minimal cost or time expended. We don’t place full time employees at customer sites; we provide experienced consultants to work with the customer – and the problem – for only the amount of time necessary to deliver the results the customer needs in support of their mission. We’re not doing more with less, we’re doing more with less fat and more focus. It saves time and money, and delivers better results.
My organization, Advice Unlimited, provides strategic planning and communications outreach consulting services to the government. We offer our services surgically – in modules that clearly define the project that will be delivered, how long it takes and what it costs. The customer only pays for what they actually need at that time; they can then purchase additional modules when they’re ready, both financially and operationally, to implement that next project. We consistently deliver outstanding results, and part of our success is because realistic expectations are established up front, and everyone is clear about the scope of the project. There is minimal ‘scope creep’ because the project is short and focused.
I believe this surgical approach to delivering services to the government is the wave of the future – it delivers the services needed in a timely, cost-effective, agile manner, so that if something isn’t working, adjustments can be made and the process can be back on track very quickly, with minimal cost or time expended. We don’t place full time employees at customer sites; we provide experienced consultants to work with the customer – and the problem – for only the amount of time necessary to deliver the results the customer needs in support of their mission. We’re not doing more with less, we’re doing more with less fat and more focus. It saves time and money, and delivers better results.
Monday, August 9, 2010
How to Ensure Effective Outreach
When it comes to implementing effective outreach, it is crucial that every spokesperson for your organization is talking from the same page. How many officials from your organization are tasked with ‘spreading the word,’ and speaking with different constituents about your mission, the services and support you provide, or new programs that you are introducing?
We can all agree that the more spokespeople you have, the more chance there is that your message is getting garbled. While all of your spokespeople are probably outstanding, you must be sure that they are all delivering the same message and consistently highlighting the same top priorities.
Spokespeople, of course, are an essential part of every organization. They help to influence key decision makers and explain to the public exactly why and how your services support their needs. It can severely hurt your organization, however, if not every spokesperson is on the same page. How does it look to have conflicting information coming from people who are supposed to be working together? It is now more important than ever before to be certain that your spokespeople are saying the same things across the board. With the advent of social media, comments from a spokesperson can be published mere seconds after the words leave their mouths. These comments will then immediately be dissected, discussed and compared in the social media sphere. You cannot leave any room for inconsistency.
Don’t let this issue go unsolved! My team and I can assist you in your all-important mission of outreach consistency with our ‘Speaker’s Kit.’
This 3-ring binder enables an organization to have confidence that even if several people are serving as spokespersons on an important topic, they are all using the same language, the same messaging and the same presentation. Each spokesperson will have all the tools they need to effectively deliver the message of your organization.
The Speaker’s Kit that we provide is built around a PowerPoint presentation. It will include both a digital and hard copy of the PowerPoint – and in transparencies if desired. The Kit will also contain the talking points, a copy of a full speech, as well as background information. This Kit can be duplicated for as many people as needed to make the presentation, which ensures that everyone is using the same materials and the same messaging. It also affords a higher level of comfort and confidence to the spokespeople themselves, as they have everything they need in one binder to ensure an effective and successful presentation.
Simple? Very. Effective? Absolutely! Try it – your speakers will thank you!
Contact me at slevine@adviceunlimited.net or 301-924-0330 for more information on public outreach efforts. My team and I would love to help you create and implement a successful Speaker’s Kit!
We can all agree that the more spokespeople you have, the more chance there is that your message is getting garbled. While all of your spokespeople are probably outstanding, you must be sure that they are all delivering the same message and consistently highlighting the same top priorities.
Spokespeople, of course, are an essential part of every organization. They help to influence key decision makers and explain to the public exactly why and how your services support their needs. It can severely hurt your organization, however, if not every spokesperson is on the same page. How does it look to have conflicting information coming from people who are supposed to be working together? It is now more important than ever before to be certain that your spokespeople are saying the same things across the board. With the advent of social media, comments from a spokesperson can be published mere seconds after the words leave their mouths. These comments will then immediately be dissected, discussed and compared in the social media sphere. You cannot leave any room for inconsistency.
Don’t let this issue go unsolved! My team and I can assist you in your all-important mission of outreach consistency with our ‘Speaker’s Kit.’
This 3-ring binder enables an organization to have confidence that even if several people are serving as spokespersons on an important topic, they are all using the same language, the same messaging and the same presentation. Each spokesperson will have all the tools they need to effectively deliver the message of your organization.
The Speaker’s Kit that we provide is built around a PowerPoint presentation. It will include both a digital and hard copy of the PowerPoint – and in transparencies if desired. The Kit will also contain the talking points, a copy of a full speech, as well as background information. This Kit can be duplicated for as many people as needed to make the presentation, which ensures that everyone is using the same materials and the same messaging. It also affords a higher level of comfort and confidence to the spokespeople themselves, as they have everything they need in one binder to ensure an effective and successful presentation.
Simple? Very. Effective? Absolutely! Try it – your speakers will thank you!
Contact me at slevine@adviceunlimited.net or 301-924-0330 for more information on public outreach efforts. My team and I would love to help you create and implement a successful Speaker’s Kit!
Thursday, April 15, 2010
Homeland Security Television Wins Three National Telly Awards For Outstanding Training and Documentary Programming, and Editing
The 31st Annual Telly Awards Recognizes HSTV Programs For Production and Editing Excellence
Homeland Security Television has won three Telly Awards in the categories of Training, Documentary and Editing for its diversity training program, Women in Homeland Security, and its special coverage of The 2009 Influenza Pandemic.
With more than 13,000 entries from top cable and television stations, production firms, advertising agencies and corporate video departments around the world, the recognition of HSTV's programming by the Telly Awards competition is a significant achievement.
Founded in 1978, the Telly Awards is the premier award honoring outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and online film and video.
"HSTV is honored to be recognized for its hard work supporting the Department of Homeland Security and the nation in providing high quality training, education and awareness programming," said Dan Verton, Homeland Security Television's President and Executive Producer. "The programs that won and the categories in which they were recognized is proof that HSTV produces highly professional programming that not only resonates with our core viewership but also stands out among broadcast professionals. This is a great feather in HSTV's cap."
HSTV thanks the subject matter experts who participated in the programming, including: Sandy Evans Levine, Dr. Laura Schwartz, Kathleen Kiernan, Ellen McCarthy, Karen Esaias, Dr. Darlene Sparks Washington, Dr. Eric Von Hoffe, and Dr. Margaret Lewin.
HSTV joins the ranks of other top production companies that have won Telly Awards in the past, including the likes of BET News, Busch Entertainment Corporation, Chicago Tribune, Comcast Entertainment Group, Cox Media Services, Eagles Television Network, ESPN, Gaiam, General Motors - Spring Hill Manufacturing, Golf Channel, Kohl's Department Stores, NASA, NBA Entertainment, NYC TV, Outdoor Channel, PBS, Penn State University, PGA Tour Productions, SCI FI Channel, Sports Illustrated, The Boeing Company, The Weather Channel, Time Life, Warner Bros.
NOTE: I had the privilege of being involved with HSTV's 'Women in Training' video - it was well done, thoughtful and valuable - check it out if you haven't yet...and congrats to HSTV for this impressive recognition!
Monday, April 5, 2010
Public Messaging is a Crucial Element for Any Disaster Recovery Plan
Many of our homeland security, defense, health and human services, and emergency management organizations are doing an outstanding job of contingency planning – creating thorough disaster recovery and contingency plans for specific potential disasters, both natural and man-made. They are thinking through to very specific details and scenarios and they are to be applauded for this. That said, it is startling to me how many of these plans do not incorporate public messaging as a standard element of the plan.
How are you going to inform the public about the problem? How are you going to communicate with the public, to get them to follow crucial instructions that will save their lives? We must not only inform, we must persuade, secure trust, calm, reassure – and get people to actually follow the procedures we detail – or lives will be lost.
Public messaging – how you communicate these crucial, life-saving messages to the public – is just as important as public safety. It is an integral piece of any disaster recovery or contingency plan, yet is often overlooked, ignored, shied away from. Why?
One person said that public relations is often thought of as ‘political communications’ within certain circles of the government, so no one ‘wants to go there.’ But without proper attention, planning and preparation, this crucial piece will not go smoothly. It’s not easy to build trust and calm a public that is in the middle of a disaster; it’s not instinctive to know what are the best words, the appropriate tone, the right level of detail, to diffuse a traumatic situation and lay out a positive plan of action. Just as with all other aspects of a disaster recovery plan, public messaging must be strategically thought through and planned for. Ignoring this element invites chaos, distrust, distress.
Planning for public messaging ensures things will go more smoothly, the public will be informed appropriately and efficiently, and answers will be delivered swiftly. It can make the difference between a bad situation and a calamity; and focuses our attention on a crucial need of the most important element in any disaster recovery plan – the safety and security of our citizens.
How are you going to inform the public about the problem? How are you going to communicate with the public, to get them to follow crucial instructions that will save their lives? We must not only inform, we must persuade, secure trust, calm, reassure – and get people to actually follow the procedures we detail – or lives will be lost.
Public messaging – how you communicate these crucial, life-saving messages to the public – is just as important as public safety. It is an integral piece of any disaster recovery or contingency plan, yet is often overlooked, ignored, shied away from. Why?
One person said that public relations is often thought of as ‘political communications’ within certain circles of the government, so no one ‘wants to go there.’ But without proper attention, planning and preparation, this crucial piece will not go smoothly. It’s not easy to build trust and calm a public that is in the middle of a disaster; it’s not instinctive to know what are the best words, the appropriate tone, the right level of detail, to diffuse a traumatic situation and lay out a positive plan of action. Just as with all other aspects of a disaster recovery plan, public messaging must be strategically thought through and planned for. Ignoring this element invites chaos, distrust, distress.
Planning for public messaging ensures things will go more smoothly, the public will be informed appropriately and efficiently, and answers will be delivered swiftly. It can make the difference between a bad situation and a calamity; and focuses our attention on a crucial need of the most important element in any disaster recovery plan – the safety and security of our citizens.
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