“In These Uncertain Times…”
That, it seems, is how just about every brand ad begins during the coronavirus slowdown. “The Great Pause” is what some pundits are starting to call it; as opposed to being “The Pause That Refreshes,” it’s “The Pause That’s Uncertain.” Nobody knows what’s next, nobody knows where it’s going, nobody knows if we’ll ever be allowed in a restaurant or arena ever again. It’s uncertain.
Let Uncertainty Be Your Friend
I’ve had this blog for longer than I care to admit — a quick check shows posts that date back to September 2009; jogging my blogging memory and I realize the site was rebuilt after a pretty bad hack around Labor Day of that year — and I decided to jump back into the fray after a nearly four-year hiatus. Why?
Content + Communications Consulting
So yeah, I’m like millions of others: the end of a content and communications contract in early March has left me looking for the next thing, while trying to launch the next thing, and also maintaining productivity levels and continuing to try to do what I do well. You know, in the face of…uncertainty.
The focus? “Content” and “Communications Consulting.”
Content can mean many things to many people; your definition of content could include a really deep 2000-word treatise on what you deem to be important. Delivered without a plan and it’s likely to fall flat.
Communications Consulting means making sure that that content plan only includes the 2000-word treatise if it’s going to resonate with your intended audiences.
This Can Mean Advice You’re Not Ready to Hear
Bringing us back to “In These Uncertain Times…” No, brand managers, we don’t want to hear that phrase ever again. “Optics” are interesting things. What you thought was a good brand message during your Zoom strategy session is not resonating with folks the way that you want it to; I think it sounds kinda dumb. (I’m not alone; I blogged about this phenomenon and what an economic comeback might look like over at Metacoin, one of the other sites under the Area 224 Ltd. aegis.)
I mention that because I’ve never been afraid to actually call a company, a brand, or a leader onto the carpet if the idea is bad. Or if the time isn’t right. Or if the optics just won’t be any good.
How Can I Help?
I’ve been part of Fortune 300 Public Relations teams that managed messages during crises and leadership changes. I’ve been a staff communicator for energy industry product launches. I’ve served in roles with global financial services consultancies and with not-for-profit clients. I’ve seen a few things, but I’m always delivering more than what’s asked and working to see around blind corners with a combination of strategic consulting and tactical delivery.
But expect to see more here at Area 224, where I stand ready to help you and your company achieve your business goals through content and communications that, together, drive results.