The birth of Prince George of Cambridge did a lot more than yield the future heir to the throne. For communications professional, the Duke and Duchess of Cambridge demonstrated a well-executed strategy that incorporated simple, but often ignored, elements. These eight simple tips can help your firm deliver a message in royal form.
1. Don't forsake tradition....The world stopped for the birth of George Alexander Louis (well, maybe it didn't stop but it certainly took especial notice). George's name incorporates the traditional aspects of the British monarchy; while William and Kate are modern royals, their ability to incorporate conventional elements speaks to their respect for tradition. It's important to not forgo the hallmarks that your firm or industry is known for. While new methods are important, traditional elements reflect historical brand identity. They're the reason that clients know your name and trust your brand. We often spend so much time imbibing new tastes, we tend to forget that there are older ones that satisfy our palates quite well.
2....But incorporate modern technology. An organization's focus should never be based solely on traditional proceedings, efforts or habits. Effective communicators know how to strike the balance between the old and new, knowing that while old habits die hard, sometimes they just need to die. Every emerging platform won't work for your business or stay around long enough to warrant discussion; however, keep an eye out for emerging methods, trends and keywords. Progressive businesses demonstrate their sustainability by constantly studying the marketplace and embracing change. The announcement of George Alexander Louis's birth was tweeted. While embracing customs, don't neglect modern practices. Incorporating the new and the old will allow your firm to retain loyal clients and acquire new ones.
3. Presentation is important...The British tradition delivered an impeccable display of pomp and circumstance to formally announce the birth of the king. Announcements of great significance should demonstrate incredible thought, ingenuity and well-executed presentation. This type of fortitude speaks to your current audience and prospective clients. Take the time to plan well-executed announcements. Deviate from the routine and incorporate elements that will intrigue your audience. Everything your organization displays is a reflection of the manner in which you conduct business. Paying attention to the slightest detail demonstrates your focus and commitment to the best.
4...But content is king. While the presentation is important, it is completely irrelevant if the content is invaluable or worse---gasp---erroneous. Imagine if the royal announcement had misspelled Prince George's name wrong! Your audience--no matter who it may be--will always expect well-written, accurate content. One erroneous message can severely undermine your firm's credibility. While mistakes will occur from time to time, it's imperative that you ensure that you triple check your message. A powerful example occurred on Celebrity Apprentice, when the Power team delivered an excellent presentation, which was dramatically overshadowed by a fatal flaw: Melania Trump's name was misspelled on the advertisement for her own skincare line! People may not remember what you did or said, but they will remember how you made them feel. And that you can't spell. Get it right the first time.
5. Time the message appropriately. No matter how important your message is, failing to disseminate it at the proper time will cause even the most valuable announcement to fall flat. Marketers have a small window of time to reach the maximum audience before their interest fads. Make sure that you maximize newsworthiness. Identify what has captured the public interest and redirect it to your audience. Timeliness is of the utmost importance to members of the media. Pay attention to breaking news and ongoing stories. It's likely that you have a window of opportunity to present your story, event or announcement by tying it to a local, regional or national point of interest.
6. Pay attention to your audience. Unfortunately, no matter how relevant your message is, there will always be an unreceptive audience. There will always remain a core group that will lack interest. Your research and preparation should always include market research. Who is your core audience? Don't overextend yourself by presenting your announcement to the wrong audience. This technique will likely backfire and prevent you from forging relationships with members of this demographic who could--one day--become prospects. Focus your attention on your core stakeholders. Kate and William did not take Prince George to the media or any "key" group. Instead, they made the announcement for the audience gathered for the announcement. While it's unlikely that your organization can command noteworthy coverage by stepping outside--although stepping outside with a baby would spark inquiries, though I wouldn't recommend it---it will resonate with a well-targeted audience.
7. Make an appearance. After a significant announcement is made, it's important to make an appearance. In certain crisis situations, an official announcement from executive leadership should be made within 24 hours. (An organizational spokesperson should speak within one hour of the occurrence, but that's another article.) People like to associate images with situations. We're innately attuned to visuals. A properly timed and well-executed appearance will ensure optimal media placement and reposition your brand as an industry leader.
8...Then an exit. A fatal flaw many firms make is "maximizing" their public exposure. The problem with utilizing your 15 minutes of fame now is that it leaves no time--or interest--in reemergence. Maximizing your presence is not the same as receiving maximum exposure. Realize when you optimized an opportunity and bow out gracefully. Prince William and Duchess Kate smiled, gave their eager audience a glimpse of Prince George and gracefully retreated. Their audience was given just enough to create intrigue and speculation. In media speak, that's equivalent to an unimaginable number of media stories. Show and go, as I call it. Your media presence should not extend like an unwanted houseguest. Present the story, event or announcement that will fulfill the public's need but don't overwhelm their palate. Someday, you'll have another story to give. Make them want to hear it.
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