As every communicator knows you start your communication plan with a measurable goal, one that lets you demonstrate whether or not the outcome of executing on your plan achieved the goal you established. To be genuinely worthwhile, though, a goal needs to be much more than that. It also needs to be smart. Rather, SMART: Specific – target a specific area for improvement.Measurable – quantify or at least suggest an indicator of progress.Assignable – specify who will do it.Realistic – state … [Read more...] about Why your communication goal must be smart and measurable
Marketing
FIR 208: A timely PR stunt at the G7
Shel and I had such a rich selection of topics to discuss in the June episode of The Hobson & Holtz Report podcast, aka FIR 208 - recorded during the weekend of the G7 meeting - that it was quite a job to assemble the order of discussion! As always each of us provides three topics, making six in total for discussion in each episode. Here's the final list for June: Half of U.S. adults consider who publishes it as the key factor in assessing a story’s trustworthinessColgate launches its … [Read more...] about FIR 208: A timely PR stunt at the G7
Moving the podcast market
News that Apple's new podcast subscription service is being delayed until June because Apple needs to tweak the Apple Podcasts app is a good reminder of how important the user experience is and ensuring it delivers on expectations. It's also a great illustration of how a market moved. In the early homebrew days of podcasting, it was common for many podcasts to sound like they'd been recorded in the back of a garden shed on a rainy day, or the recording was somehow transmitted from the far … [Read more...] about Moving the podcast market
Volkswagen pranks its tarnished reputation on April Fool’s Day
In a time where misinformation, disinformation and outright fake news are features of our online landscapes that diminish trust, you'd think that brands (and Volkswagen in particular) would think twice - at least, think carefully - about actively doing anything that can negatively impact their brand reputation and instead do everything that promotes a sense of trust in their brand. Given that what's good, bad or ugly is often highly subjective it's hard to pinpoint a specific prank done by a … [Read more...] about Volkswagen pranks its tarnished reputation on April Fool’s Day
FIR 205: Are NFTs nifty or not?
The topic of NFTs - non-fungible tokens, to use its full name (one that confounds many people) - occupies a large part of the conversation in the March episode of For Immediate Release: The Hobson and Holtz Report that Shel and I recorded last weekend. We had a lively discussion, contributed to in part by Chip and Dan chipping in from the chat in our YouTube channel where the discussion was being streamed live, aided greatly by all the analyses, narratives and opinions by others published in … [Read more...] about FIR 205: Are NFTs nifty or not?
Subscribe or Follow a podcast: What’s in a word?
I subscribe to a lot of podcasts. Until now, I've never thought much about the word 'subscribe' and its meaning in the context of podcasts. To get a podcast, you subscribe to it. That's the way it's been since the dawn of podcasting back in the early 00s when we spoke of using a podcatcher to get your content. We needed to know about things like RSS feeds, the prime method for enabling your podcatcher to get a podcast each time one is published. While these things made it relatively easy … [Read more...] about Subscribe or Follow a podcast: What’s in a word?
Get to know ‘non-fungible tokens,’ NFT for short
A phrase you'll probably be hearing or reading about quite a bit in the coming weeks and months is 'non-fungible tokens.' I'd not come across it until I read a Reuters report about a guy who sold a 10-second video artwork by the digital artist known as Beeple for $6.6 million at a Christies auction in Florida last month. He'd bought it last October for just $67 thousand. Nice ROI! While this in itself is an interesting tale, what makes it a notable one is two things: The video clip was … [Read more...] about Get to know ‘non-fungible tokens,’ NFT for short
FIR 204: Won’t you Join Us in our Clubhouse?
How safe is Clubhouse? asks Wired magazine in the latest critical look at the social audio service that appeared in April 2020 - less than a year ago. It's attracting huge attention globally. Alongside the hype and hyperbole that have been hallmarks of the perceived attractiveness and exclusivity of the invitation-only iOS app that passed ten million users in February - a five-fold growth since recording two million in January - there's increasing scrutiny of how the app works and how it … [Read more...] about FIR 204: Won’t you Join Us in our Clubhouse?