Information is not hard to come by. News is readily available at any time, any where. Finding news is not a problem.
Choosing news is. Any junior high history class will tell you that history is biased, written by the victors and leans towards one truth or another, and the news is no different. If you remember President Reagan, Thatcher and rollerskates, you may remember when the newspaper was a reliable source and television was always true. Well, at least that is how it seemed. Television has become the most influential advertising medium with regular interruptions of programming. So what does that say about the news?
Since the purpose of television is to make you watch television (or rather, the advertising on television), shouldn’t the news also be an attractive, ear-tickling show? The networks think so. Even calling it a show is interesting. In Britian, we would call it a programme, but the news really is a show now. Sensational eye candy with a cliff hanger for every commercial break. Viewers want to be shocked, outraged, appalled and scared, and have it all relayed by Miss USA contestants (and their Dads …).
So if the news is viewer-driven programming, how objective can it possibly be?
Economic downturns and worldwide flu epidemics would not have been widely known if it were not of the news. Why is it that everyone I talk to seems to be experiencing economic UPturns, with the few exceptions of businesses who were planning layoffs and cutbacks anyway. The last time an automotive giant layed off workers it wasn’t called a recession. It was called cutbacks. Saving money. Financial wisdom with a nod to investors. Common sense.
What you are talking about is going to affect those around you – family, loved ones, business associates and more. How are you going to influence their thinking with the topics you choose? Are you going to propagate the negativity of the media and sow seeds of depression, or are you going to put your nose to the proverbial and work harder to make your business thrive and live, while others run and whimper?
Language is a big issue. H1N1, like Green Tea, suffers from poor advertising copy. Let me explain.
An article by CTV states:
While fears about the H1N1 virus that we used to call swine flu are abating somewhat, virologists say we shouldn’t let our guard down yet. The virus could undergo genetic changes and perhaps even return with a vengeance in the fall.
Could? Perhaps? Sounds like the labels on some health products: ‘May help reduce the possibility of…’ Perhaps I could get Chicken Pox from eating KFC…
I’m not sure we necessarily create our own reality, but we do decide the course the ship of our business is going to take. And that does start with our thinking. Admittedly there is a problem with financial institutions worldwide, and many business are being more careful with their expenditures. But when it comes to your business, it is important to stay ahead of the game. Rush new products to market, advertise more and increase your marketing efforts.
Here are some ways you can push ahead of the crowd of naysayers:
- Stick to the business plan. You know what your brand is, stick to it, and remind customers who you are.
- Improve your online presence. Update your existing website. Get your website redesigned.
- Use multimedia. Laptops, desktops and handheld devices are more capable than ever to deliver video and flash media. Dialup ISPs are dying slowly (but not fast enough!) so more and more visitors will be able to see your home page movies.
- Blog. If you’re not blogging about your business, you are missing out on a branding opportunity.
- Elevator Pitch. You have 30 seconds between the 48th floor and Starbucks when someone asks what you do… how do you reply?
Not sure how to get all 5 steps done? Email or fill out the contact form for more information.
I’m glad I read this. I rarely reply to peoples comments…not because I don’t like them…but because I thought it was self-serving.
Thank you
sagar