It’s not next week, the next Tour de France or who will be in the squad for Rio that occupies cycling’s Dave Brailsford. It’s what his best team will be in five years time.
“I find that once you’ve done that,” he told the BBC, “you can work backwards to work out a way to get to where you want to be.”
It chimed with something I’ve often reflected on for some time. Just what should a comms team look like? Not the press release counting machine of history. Not either a team of ninjas on hoverboards. Communications people if they want longevity should be moving. Unlike Dave Brailsford we don’t have until 2020. For some its too late.
Your job used to be create content in a place where people went to consume content passively.
Your job is now to create content in places where people want to consume content where they can share, comment, engage, praise and complain.
If that’s not for you, it’s maybe time to think about that alternative career.
The best day to plant a tree was 20 years ago. The second best day is today. It’s the same for you and your team.
But that’s enough of the clichés. Here’s some nitty gritty of what you need to know.
As a head of comms or as an individual start mapping where you want to be
Dave Brailsford is right. If you aren’t looking forward you will be made an irrelevance if you aren’t already. It isn’t for your line manager to map your positive future. It’s for you.
As a team, don’t call yourself press officers or even PR
No longer the only show in town the Press is changing. News rooms decimated, Photographers laid off. Anyone who says otherwise is a fool. What is left is a media – let’s call them that rather than newspapers, radio or TV – blinking at the harsh light of the web. Some are evolving. What will survive are those changing into organisations who tell stories with data, pictures or video and in realtime unfettered by print deadlines. Like here or here.
If public releations was to give PR advice to PR it would be to drop the line ‘PR.’ Too toxic. Too reminiscent of Max Clifford and spin.
As a team, don’t be channel fascists
So, be content creators. Not a press officer or a press office. Provide content in the right way at the right time to the right people. Do that free from always having to go through the Priesthood of journalists. The team that does everything as a press release or as a tweet is just as guilty of being a channel fascist. Understand the variety of channels there are and know how to create content for them. And by the way, cut and pasting the same content in six channels doesn’t work.
As a team, look for the influencers who can influence networks
Some may be in the media. Some may be bloggers. Some may be people with important jobs. Some may not have important jobs but have a huge following on Twitter or run a hyperlocal site. Some will be your staff.
As a team, outsource comms to plug into networks
There won’t be enough of you to do everything anymore. So when you set the strategy be gateopeners to other people across the organisation. The Environment Agency manager on Twitter reaches an audience the press office can’t reach. So does the museums assistant who uses Twitter. Or the countryside ranger.
As a team, know your media landscape and break the tyranny of the local newspaper frontpage
If the days when everyone read the local paper ever existed they are over now. Find out what media cover your organisation. Find out their circulation and reach. Find out how many people are on Facebook, LinkedIn, Twitter and YouTube. And use email. Use the annual Ofcom stats as a starting point.
Run a survey of where your team are spending their time. Does it match up with what the landscape actually is? Produce an infographic of where the landscape is and circulate it to everyone. Hang it on your wall. In reports refer to it. Sit down with those in charge and explain it. Ask for permission to re-calibrate.
As a team, the look finance in the eye test
In the old days, comms and PR teams could get away with a vague brief of ‘making the people in charge look good.’ An office two doors from those in charge was their ether. They realised too late that where your office is is no guard against the pain of cuts. Scrapbooks of cuttings from the local paper of a person in a suit planting a tree is spent capital. What talks are business objectives expressed as pounds, shillings and pence. That drive to recruit more foster carers? Thanks to comms it saved £100k. That is what justifies what you do. If it’s not a business objective don’t waste your time.
As a team, generalise but specialise
Making video is tricky and if someone is good at it encourage it. Don’t hold them back. Encourage fresh thought. Embrace experiments. Some will work. Some won’t. But always be learning. But share the sweets across the team and wider.
As a team, get over yourself
You used to have it all. The control. The ear of the people in charge. The sole ability to communicate with the media. That’s gone. But don’t fight it. Sometimes it’ll be you. Other times you’ll get in the way. Sometimes your job will be advice. Sometimes it will be to stand back. Set the strategy. Share the sweets.
As a team, think beyond ‘traditional social media’
At some point the tipping point was reached and people started to ask not for press releases but for Twitter accounts or for stuff to be posted on Twitter. What lazy rubbish.
As an organisation, it’s okay to have social channels that are social
Let the guidemark of the 80-20 rule govern what you do. Share other people’s content. Be human. Tweet a picture of where you are and what you are doing. Asda observe this rule for their hard headed business focussed yet social channels. So do police officers. It works. It’s not messing about. It’s being an effective communicator.
As an individual, challenge, experiment and learn
Whether you are the head of comms or not you need to learn, experiment, challenge, kick tyres and do things in your own time. By all means clock off at 5 o’clock. But you won’t be around for much longer. A new job? Not in communications you won’t.
Three quotes you need to know and live by
‘Hyperlinks flatten hierarchies,’ – The Cluetrain Manifesto, 1999.
‘We need to communicate like insurgents,’ – Tom Fletcher, UK Ambassador to Lebanon, 2014.
“There remains a perverse determination within PR to defend top-down behaviour in a flatter world. PR currently speaks to hierarchies in a world of networks. It is therefore starting in the wrong place both for its own domain and the wider universe of citizens, companies and brands. PR can no longer dictate on its own terms.
“It is not about loudhailer broadcasting or ‘managing the message’ anymore. Shrill press releases are irrelevant in a world that sees through obfuscation and deceit. Building advocacy and activism within networks is the way forward. The voices of regular people need to be heard.” – Robert Phillips, 2015
– Robert Phillips, 2015.
40 skills a comms team needs
Here comes the list. You know what the single most reassuring thing is? All this is achievable. Many of the skills we have can stay with us. Story telling. Relationshiips and the like. But the technical skills are evolving constantly. You stand still at your peril.
All will need
To build relationships
To educate the people you serve
To know the value of networks and to know yours
To accept change
To know when to say ‘no’
To be a diplomat
To challenge – ask why we are doing this?
To listen as an individual
To help people listen as an organisation
To write for the web
To tell stories
To create the right content for the right people in the right channel at the right time
To source photographs
To train others
To know the value of internal comms
To take risks
To be small ‘p’ politically aware
To know when to write a comms plan and when to say ‘no.’
To be self-aware
To be professional
To interpret data
To be broad shouldered
To capture and communicate emotion
To be tenacious
To be visible
To be professional but not be constrained by one profession
To be creative
To manage time
To create and run a survey
To take photographs
To know how to handle crisis and emergency comms
Some will need
To write press releases
Technical: Content creating for the right channels
To know when and how to create content using data
To know when and how to create text, images or video content tailored for email, Twitter, Facebook, LinkedIn, YouTube, Audioboo or Soundcloud.
To experiment with new channels and to know who uses them.
To know when and how to create a press release
To know when some print is needed
Two sessions and a lot of thinking shaped this blog. One session at UK Govcamp two months ago and one at comms2point0’s campaigns masterclass last month. At both I just asked for ideas on individual skills to see what patterns emerged. Thank you if you contributed. Thank you to Emma Rodgers who co-led the masterclass session and annogtated the skills we listed. This post is the reading of those ink blots mixed with things I’ve written about before.
If you are slightly apprehensive and a little excited and good luck we’d love to talk to you.
For the public sector learning and survival are vital in 2011.
No doubt, there’s a place for paid training.
But 2011 will be the year unconference as they expand in size and number.
What’s a barcamp? It’s bright like minded people coming together, booking a venue and running some sessions to exchange ideas.
UK Govcamp in London drew more than 170. It created an explosion of inspiring thinking on the day and after.
For this organisers Dave Briggs and Steph Gray need to be revered as heroes.
But that’s not enough for them. Oh, no. They’ve gone and created More Open. A fund to help start-up barcamps in other parts of the country. What a pair of dazzling gents.
Shropcamp is one of the first to benefit. Others will follow.
Around 70 people came on a Wednesday afternoon to Walsall College with tweets and reaching a potential audience through the #hyperwm hashtag we were surprised to learn of 56,000.
Now, I don’t for one minute suggest we’re now fully fledged event planners after one gig. Nor is what we did remotely in the same ballpark as UK Govcamp.
But that’s the point. It wasn’t trying to be. We just fancied doing something in our part of the world that we’d want to go to.
So, in the spirit of doing and sharing here are some things we learned. It feels like the right time to post this.
PLAN AN IDEA
1) Have an idea. Kick it around with some conspirators. If it stands up to the scrutiny of a couple of people you’re on a winner. Rope them in too. It’s good to share.
3) Check Dave Briggs’ 10 things to do for a barcamp. It’s indispensible.
START TALKING ABOUT IT
4) Think of a name for your event. Get yourself a Twitter account. Spread the word. Don’t wait until you have a venue or location. A name will do at first.
5) Get yourself a presence on the UK govcamps site that requires sign-up. There’s already a community of people there.
6) Get yourself a basic WordPress site to host a Google map with venue, parking and other locations.
7) Use your Twitter to flag up potential sessions and sponsors. Build momentum.
8. Use your offline contacts to raise interest. Email. Talk. Cajole. Enthuse.
9) Get a venue within striking distance of a train station if you possibly can.
10) Use any contacts you may have to get it at cheap rate or free. Is there a public sector venue that fits the bill?
11) Rolling tea and coffee is a must. Catering is a cherry on top bonus, frankly. It’s 2011.
12) If it’s a public sector thing, think of a venue near a council building.
13) Having it away from the council itself is liberating. It helps people loosen up and makes it a slightly non-work thing.
14) Briggs’ guide wisely suggests banging the drum with web companies. There may be some public sector cash knocking around too.
15) There’s a debate on what works best. A Saturday? You may get people who can’t come along midweek. Midweek? You’ll make it part of the day job for less committed nine to fivers. There’s a role for both. Friday isn’t always great, apparently.
16) How about the length of it? All day or half day? How about a post event drink too? You may find people want to chat a bit afterwards.
PLAN TO GET PEOPLE TO COME
17) Use Eventbrite for tickets. Release them in batches to build up a sense of momentum. Give a build-up via Twitter to each release.
18) DM people to invite them to sign up. Don’t think that just because its posted on Twitter at 9am the world is all watching at 9am.
PLAN FOR ON THE DAY
19) Venues often have wifi on lockdown banning access to social media sites. Test what they may offer beforehand.
20) Bring lots of extension cables.
21) Bring sticky labels people can write names on.
22) Have one of your organising team always floating around to sort any problems.
23) Do something different. We invited people to bake a cake.
24) Have a couple of volunteers signing people in. Sounds obvious.
25) You’ll need someone like Andy Mabbett to compare. He’s loud. He has a big beard. He’s good at explaining.
AFTER THE EVENT
26) You’ll need to take the next day off. To recover, but also to capture the resources that have come out of it.
27) You may want to pay for a Tweetreach report to get a seven day snapshot of tweets with your hashtag. It’s handy to see the size of things. It’s also handy to pass on when you’re thanking sponsors.
28) You may want to capture some of the things that came out of the event too. Like Pelsall Common People blog that started in the wake of ours.
29) Have fun. Have fun. Have fun. It’s fun. A bit of work but mainly fun.
Creative Commons credits:
Agile session http://www.flickr.com/photos/paul_clarke/5380789354/sizes/l/in/set-72157625758104141/
Analogue boy http://www.flickr.com/photos/jenniferpoole/5379048924/sizes/l/in/pool-1638817@N22/