I was fortunate to receive a copy of the latest book by David Meerman Scott (@dmscott) – Real-Time PR and Marketing and I have to say that it was a great book and a recommended read for anyone in marketing, communications, or general management. Why? Because David was able to succinctly put into words a concept that I have been struggling with for a while and that is the topic of conversation with many CMO’s and CEO’s that I meet with. Encapsulating it under the auspices of Real-Time PR and Marketing – David highlights the paradigm shift that has hit the business community in the past 24 months and that will change the ways businesses operate forever.
Customers now have a voice. A large voice. And no longer can a company control the message. Much of what we taught ourselves about taking a step back, thinking it through, and planning it out before responding and messaging is no longer possible in the new digital world. In several examples, David highlights companies that did it great and companies that missed the boat in terms of managing to real-time messaging.
My take-aways –
- Always be listening
- It is more important to answer – even if the answer is “we are working on it” than to stay dark
- The opportunity to capitalize is short – take advantage of the opportunity when it arises and be prepared to react quickly and respond quickly
- Don’t try to create the next large movement – it does not appear there is a formula for that – but there is a formula for preparedness and awareness
If you get a chance – grab the book. And if you have not read them – check out some of David’s other work – good reading for business communicators.