atkinson advisor

The fate of daily newspapers is a hot topic these days. The venerable Seattle Post Intelligencer recently changed to an online format and eliminated many jobs after 145 years in business. Denver recently lost the Rocky Mountain News, leaving it with one daily newspaper.

The demise of newspapers doesn’t mean we won’t have news. We will still have plenty.

What many communities will lose is perspective.

In general, newspapers have far more institutional and community knowledge than other media. Their reporting ranks are often more senior and don’t turn over as fast as broadcast media. Editors who have worked their way up from cub reporter understand the importance of reputable sources and researching all angles.

Most importantly, newspapers provide depth. A television station or blog may break a story these days, but newspapers provide the depth of reporting and content. Let’s hope someone else decides to assume that mantle.

Sean Penn recently won an Academy Award for best actor for his role as Harvey Milk in Milk. This is the same actor who launched his career as the infamous stoner Jeff Spicoli in Fast Times at Ridgemont High. Penn was brilliant in both roles because he disappeared and let the character enter the story.

The same thing happened with Jamie Foxx in Ray. There are points in the movie when you are not sure if you are watching Ray Charles or Jamie Foxx. The reward was the same: a best supporting actor Oscar.

Contrast this with movies where the actor is clearly miscast for the role. These films are a painful waste of 90 minutes of your life you’ll never get back.

The difference is authenticity. The actor adapts – language, inflections, mannerisms, dialect, etc. – to become the character in the story. He does not impose himself on the character. We believe his story.

Marketing can learn quite a bit from good acting. Today’s consumers are savvy. They appreciate and can spot authenticity. Likewise, they abhor people and brands trying to impose themselves on their worlds – into their stories.

How, then, do companies generate authenticity?

• Respect for and desire to learn the target community’s traditions, language, etc.
• Genuine care and concern for things that a target community cares about
• Desire to start small with knowledge that small roles will lead to much bigger opportunities in the future

Next time you have to write an important memo or e-mail, try using the inverted funnel approach to writing. In this approach, you provide the important information – conclusions, recommendations, next steps etc. – in the first sentence or two and then use the rest of the memo or e-mail to provide rationale. This approach ensures the first words readers see are the most important.

Interviews are part of every CEO’s job. Reporters often ask a question along the lines of, “So, tell me more about your company.”

Here’s a go-to answer CEOs can use every time.

“[Company name] has been in business since [insert date]. We help clients solve the following problems: [list three problems]. Do you mind if I tell you a quick client story?”

The reporter will inevitably say, “Sure.”

The CEO then tells the client story that illustrates at least one of the problems the company solves.

This introduction gives the reporter three key elements he or she needs to write a good story:

1. An opening. The client story will likely be the introduction – also known as the lede – to the story. It helps to engage readers and makes them want to know more about the story of the company.
2. The problems the company solves become the body of the story – here are two or three ways that clients benefit from using the company. The reporter will likely ask for elaboration on each of the problems and how your solution works.
3. The company history provides the perspective. If the company has been in business for a long time, the CEO has a platform to talk about the changes the company has made to adapt to the market. If the business is just starting, it’s the perfect opportunity to talk about the reasons for launching the business and the market potential.

http://blogs.zappos.com/blogs/ceo-and-coo-blog and http://twitter.com/zappos

Zappos.com CEO Tony Hsieh blogs about everything from how poker relates to business strategy to how Twitter can make you a happier person. He would know. While he hasn’t posted to the blog in a few months, he frequently updates his Twitter account, which has a following of 340,000. “CEO Tony” tweets highlights from conferences, updates followers on his travel plans and occasionally offers exclusive Zappos.com deals.

by Charlene Li and Josh Bernoff

People are using technology to get the things they need — information, recommendations or advice — from each other instead of corporations. In Groundswell Li and Bernoff, two Forrester Research analysts, use consumer data and experience with dozens of companies to examine this social trend.

New media technologies such as networking sites (MySpace and Facebook), user-generated content (YouTube) and blogs allow people to come together and share information, making them a more powerful force than institutions. But instead of feeling threatened, companies can harness that power by using these tools to build relationships with customers and other key audiences.

Li and Bernoff use real-life examples of how companies use social media technologies to listen to their target groups and join the conversation that’s already taking place. They emphasize that companies should concentrate on the relationships, not the tools.