'Learning to speak human' New Rules of Engagement in Communications Adriana Lukas October 2008

Adriana Lukas

October 2008

Communication is not a skill

It is a survival trait

Skill only in certain contexts

hierarchy media & third parties collective message & voice 'objective' & balanced What if the context changed? Existing communications context

hierarchy

media & third parties

collective message & voice

'objective' & balanced

What if the context changed?

For 100 years companies have been pushing what they think people are interested in out through one way communications channels. But now that people are redefining the rules of engagement, companies have to rediscover how to interact with people. cont'd

For 100 years companies have been pushing what they think people are interested in out through one way communications channels.

But now that people are redefining the rules of engagement, companies have to rediscover how to interact with people. cont'd

It’s about unlearning a lot of behaviors and re-acquiring the voice that businesses used in the days before mass advertising and promotion in the conversations that occurred between the village storekeepers and the people in the community. - Marc Monseau in Hanging with Mommy Bloggers

It’s about unlearning a lot of behaviors and re-acquiring the voice that businesses used in the days before mass advertising and promotion in the conversations that occurred between the village storekeepers and the people in the community. - Marc Monseau in Hanging with Mommy Bloggers

communication is now default power to create tools, direct communication, bypassing media & intermediaries context data, storage, human mind, personal interpretation distribution audience, web, blogs, micro-blogging, social networks etc. + + =

Existing relationships existing relationships with media & journalists existing relationships with business leaders why not relationships with those you need to reach and influence?

existing relationships with media & journalists

existing relationships with business leaders

why not relationships with those you need to reach and influence?

New relationships web is direct communication P2P & many-to-many model of relationship already understood: one-to-one social media tools help 'scale' direct relationships apply to existing objectives in the new context

web is direct communication

P2P & many-to-many

model of relationship already understood: one-to-one

social media tools help 'scale' direct relationships

apply to existing objectives in the new context

Organizations will work tirelessly to de-personalize every communication medium they encounter. The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions. The irony, of course, is that an organization with guts can go in the opposite direction and win. - Seth Godin

Organizations will work tirelessly to de-personalize every communication medium they encounter. The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions. The irony, of course, is that an organization with guts can go in the opposite direction and win. - Seth Godin

The expression weasel word derives from the egg-eating habits of weasels. An egg that a weasel has sucked will look intact to the casual observer, while actually being empty. Similarly, words or claims that turn out to be empty upon analysis are known as "weasel words".

The expression weasel word derives from the egg-eating habits of weasels.

An egg that a weasel has sucked will look intact to the casual observer, while actually being empty. Similarly, words or claims that turn out to be empty upon analysis are known as "weasel words".

vague generalizations use of the passive voice non sequitur statements use of grammatical devices such as qualifiers and the subjunctive mood use of euphemisms e.g. replacing "firing staff" with "streamlining the workforce" 'Empty eggs'

vague generalizations

use of the passive voice

non sequitur statements

use of grammatical devices such as qualifiers and the subjunctive mood

use of euphemisms

e.g. replacing "firing staff" with "streamlining the workforce"

Examples of corporate speak

As XYZ Inc. grows and becomes a leader in the industry, the need for communications becomes even greater. Our customers view our professionalism and ability to deliver , among other things, on how we well communicate our status and commitments to them ... Let's move forward and demonstrate to our customers that we are talented professionals and have pride in what we do. Remember COMMUNICATE . http://www.weaselwords.com.au/corporations.htm

As XYZ Inc. grows and becomes a leader in the industry, the need for communications becomes even greater. Our customers view our professionalism and ability to deliver , among other things, on how we well communicate our status and commitments to them ... Let's move forward and demonstrate to our customers that we are talented professionals and have pride in what we do. Remember COMMUNICATE .

http://www.weaselwords.com.au/corporations.htm

'The nature of our business has enabled us to develop enduring, meaningful relationships with our clients supported by our commitment to maintaining the highest standards of quality of advice and ethics and integrity in everything we do... Together, we are excited and enthusiastic about our ongoing co-operation and collaboration and the prospect of further jointly developed initiatives that will create benefits for our clients now, and in to the future... This is an exciting development in the growth of our company...'

'The nature of our business has enabled us to develop enduring, meaningful relationships with our clients supported by our commitment to maintaining the highest standards of quality of advice and ethics and integrity in everything we do...

Together, we are excited and enthusiastic about our ongoing co-operation and collaboration and the prospect of further jointly developed initiatives that will create benefits for our clients now, and in to the future... This is an exciting development in the growth of our company...'

seamless/seamlessly integrated unique soared synergistic robust solutions turnkey best-of-breed mission critical leading interactive value-added revolutionary wide-ranging solution provider integrated thought-provoking utilize highly-seasoned facilitate strategic leverage proactive empowered organic growth best practice granular bandwidth industry-leading next-generation world-class unmatched innovative paradigm/paradigm shifting win-win

seamless/seamlessly integrated

unique

soared

synergistic

robust

solutions

turnkey

best-of-breed

mission critical

leading

interactive

value-added

revolutionary

wide-ranging

solution provider

integrated

thought-provoking

utilize

highly-seasoned

facilitate

strategic

leverage

proactive

empowered

organic growth

best practice

granular

bandwidth

industry-leading

next-generation

world-class

unmatched

innovative

paradigm/paradigm shifting

win-win

service offerings touch base value added bottom line core competency open the kimono push the envelope blue sky win win out of the box best practice stakeholder on the same page synergy run it up the flagpole the big picture revolutionary low hanging fruit leveraging best in class

Our company is an industry-leader in innovative utilisation of words, strategically leveraging their unique value proposition to uphold its position as the world-class communications solutions provider with unmatched, seamlessly integrated and robust best practice. Turnkey is out, revolutionary is in. Being proactive is the only way to be empowered . Let our highly-seasoned people who can turn the paradigm shifting and the revolutionary into organic growth , facilitate your transition to the next-generation challenges. A win-win solution , surely. http://www.mediainfluencer.net/2007/07/words-that-pr-killed/

Our company is an industry-leader in innovative utilisation of words, strategically leveraging their unique value proposition to uphold its position as the world-class communications solutions provider with unmatched, seamlessly integrated and robust best practice. Turnkey is out, revolutionary is in. Being proactive is the only way to be empowered . Let our highly-seasoned people who can turn the paradigm shifting and the revolutionary into organic growth , facilitate your transition to the next-generation challenges. A win-win solution , surely.

http://www.mediainfluencer.net/2007/07/words-that-pr-killed/

PR spammers wiki In the spirit of sharing, here's a current list of PR companies who have sent me unsolicited (and almost always irrelevant) product pitches. Please add your own. http://prspammers.pbwiki.com/FrontPage

In the spirit of sharing, here's a current list of PR companies who have sent me unsolicited (and almost always irrelevant) product pitches. Please add your own.

http://prspammers.pbwiki.com/FrontPage

Examples of human speak

Jonathan Schwartz & safe-harbor statement 2005 Disclaimer I'm required to include the following disclaimer and safe harbor provisions (which do, in fact, exceed the blog in length) as a part of this communication. I was going to be frustrated at the requirement, until it occurred to me we'd just set a bit of corporate communications history - blogs are now an official communications vehicle at Sun. We should tell the SEC to update the regs. http://blogs.sun.com/jonathan/entry/the_future_of_the_internet

Jonathan Schwartz & safe-harbor statement

2005

Disclaimer I'm required to include the following disclaimer and safe harbor provisions (which do, in fact, exceed the blog in length) as a part of this communication. I was going to be frustrated at the requirement, until it occurred to me we'd just set a bit of corporate communications history - blogs are now an official communications vehicle at Sun. We should tell the SEC to update the regs.

http://blogs.sun.com/jonathan/entry/the_future_of_the_internet

Jonathan Schwartz & safe-harbor statement 2006 Please read the Safe Harbor Statement at the bottom of this page - it's important (and beautifully written :) . http://blogs.sun.com/jonathan/entry/update

Jonathan Schwartz & safe-harbor statement

2006

Please read the Safe Harbor Statement at the bottom of this page - it's important (and beautifully written :) .

http://blogs.sun.com/jonathan/entry/update

Jonathan Schwartz - safe-harbor statement 2007 Please read the scintillating Safe Harbor Statement at the bottom of this page....

Jonathan Schwartz - safe-harbor statement

2007

Please read the scintillating Safe Harbor Statement at the bottom of this page....

Jonathan Schwartz & safe-harbor statement 2008 Please read the luculent Safe Harbor Statement at the bottom of this page.... http://blogs.sun.com/jonathan/entry/comments_on_q2

Jonathan Schwartz & safe-harbor statement

2008

Please read the luculent Safe Harbor Statement at the bottom of this page....

http://blogs.sun.com/jonathan/entry/comments_on_q2

Dell Now, if you'll allow me to shift gears just a bit, here's our own 22 23 Confessions list: 1) Ok, we goofed. We shouldn’t have sent a notice. To my earlier point, we appreciate the reminder from the community. Point taken. Yesterday, we also responded to a related IdeaStorm idea from user jmxz. To see more, take a look for comments from our own dell_admin1 and my good pal richard_b. 23) Did I mention that we goofed? http://direct2dell.com/one2one/archive/2007/06/16/18397.aspx

Now, if you'll allow me to shift gears just a bit, here's our own 22 23 Confessions list:

1) Ok, we goofed. We shouldn’t have sent a notice. To my earlier point, we appreciate the reminder from the community. Point taken. Yesterday, we also responded to a related IdeaStorm idea from user jmxz. To see more, take a look for comments from our own dell_admin1 and my good pal richard_b.

23) Did I mention that we goofed?

http://direct2dell.com/one2one/archive/2007/06/16/18397.aspx

You are doing what?! It was a busy night. As a former journalist, I appreciated how undeniably juicy the story would be: Johnson & Johnson sues the American Red Cross and other parties over…. What?! … the use of the RED CROSS?! It was almost too easy. http://www.jnjbtw.com/?p=96

It was a busy night.

As a former journalist, I appreciated how undeniably juicy the story would be: Johnson & Johnson sues the American Red Cross and other parties over…. What?! … the use of the RED CROSS?!

It was almost too easy.

http://www.jnjbtw.com/?p=96

Amazon Amazon Sends "Best Customer Service E-mail I've Ever Received" http://consumerist.com/consumer/good/amazon-sends-best-customer-service-e+mail-ive-ever-received-332639.php

Amazon Sends "Best Customer Service E-mail I've Ever Received"

http://consumerist.com/consumer/good/amazon-sends-best-customer-service-e+mail-ive-ever-received-332639.php

Timbuk2 broken messenger bag blogger response to customer service: That I was not expecting. A swift, generous reply beyond understand my predicament of being across the pond and unable to quickly return the bag for repair. A free replacement, no questions asked. These guys now have not only a customer for life, but a UK rep. http://goodonpaper.org/entries/generosity-comes-with-international-shipping/

broken messenger bag

blogger response to customer service:

That I was not expecting. A swift, generous reply beyond understand my predicament of being across the pond and unable to quickly return the bag for repair. A free replacement, no questions asked. These guys now have not only a customer for life, but a UK rep.

http://goodonpaper.org/entries/generosity-comes-with-international-shipping/

http://www.mediainfluencer.net/2006/01/goowy-spam-faux-pas/ http://www.samizdata.net/blog/archives/008429.html http://www.samizdata.net/blog/archives/008429.html#101048 Goowy fiasco

http://www.mediainfluencer.net/2006/01/goowy-spam-faux-pas/

http://www.samizdata.net/blog/archives/008429.html

http://www.samizdata.net/blog/archives/008429.html#101048

CBS: cuts the B.S. CBS issued the following statement to the New York Post: We think readers are extraordinarily bored with this infantile and nasty pilling on… and will continue to focus not on baseless rumor and conjecture, but on the quality and depth of the broadcast – which is second to none. http://www.starkmanassociates.com/blogs/eric/cbs-katie-couric/

CBS issued the following statement to the New York Post:

We think readers are extraordinarily bored with this infantile and nasty pilling on… and will continue to focus not on baseless rumor and conjecture, but on the quality and depth of the broadcast – which is second to none.

http://www.starkmanassociates.com/blogs/eric/cbs-katie-couric/

Comcast Cares customers service where customers are talking about Comcast using the same voice as them http://twitter.com/comcastcares

customers service where customers are talking about Comcast using the same voice as them

http://twitter.com/comcastcares

Existing press release The blander your press release, the more easily others can spin it

New press release? facts, just the facts, ma'am direct communication direct distribution link to blog or your 'domain' your side of the story

facts, just the facts, ma'am

direct communication

direct distribution

link to blog or your 'domain'

your side of the story

P.S. If social media, human voice, authenticity, transparency and direct relationships have done so much for individuals, imagine how much it can do for companies

If social media, human voice, authenticity, transparency and direct relationships have done so much for individuals, imagine how much it can do for companies

[email_address] www.mediainfluencer.net/about

[email_address]

www.mediainfluencer.net/about