Archive for April, 2008

Interesting wire story in the Philadelphia Inquirer today about the PR strategy used by Fundamentalist Church of Jesus Christ of Latter Day Saints. Here’s the full story.

While I do not agree with their beliefs, it is interesting to note they handled this crisis the right way, making key people available for media interviews and granting unprecedented access to their property. I especially liked this quote: “What we were trying to do was inject a human element into what was happening here. Put names to faces and not just think of these people as being so different.”

I’m not sure if it will turn public opinion their way, but it sure can’t hurt.

Perfect strategy for CEOs and other company officials to remember in a crisis situation.

Popularity: 73% [?]

In just the last hour, I’ve read a half dozen blog posts in which the authors opine that copywriters have “a fraction of a second,” “a single moment, “the blink of an eye,” “precious little time,” “no more than a few seconds,” and “only an instant” to catch someone’s attention. I’ve been told that HR people look at resumes for only five seconds, that visitors will leave my website if they are not immediately intrigued, and that people can be turned off by the typeface I use on my blog.

That really puts a lot of a pressure on those of us who make a living communicating. Imagine, having so little time to get people to pay attention. It’s a wonder anything ever gets done.

But is all that really true? Are people so busy they make important decisions that quickly? Will someone turn down an opportunity to get useful advice from an expert because they don’t like the color of his masthead? Will an editor turn down a good story because the headline wasn’t catchy enough?

I don’t think so. At least it’s not that way with me. If it’s something important, I take my time to consider it carefully.

Now, I’m not about to advocate rambling sales letters, off-the-wall color schemes or hard-to-read type.

But I think we can dwell too long on being clever or funny or different and forget that our main goal is to share useful information. Most people do take time to evaluate things of substance that are put in front of them. They are not manic mouse clickers or serial page-turners. Give them more credit than that.

Popularity: 86% [?]

Want the easiest way to get your news release noticed by editors and reporters?

Use one of the “est” words in your headline.

Oldest, newest, fastest, slowest, tallest, shortest, longest, fattest, skinniest, deepest, heaviest, lightest, thickest, thinest, smallest, largest, earliest, latest, messiest, neatest.

The “est” list goes on and one. First and last work pretty well, too.

Reporters and editors like to think in terms of extremes. They usually make for good stories. Use that to your advantage. Work one of those words into your next news release headline and I can practically guarantee you the easiest placement you’ve ever had.

Popularity: 100% [?]