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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Protecting reputation and avoiding howlers

It’s election time and politicians should be especially wary of unguarded media comments and tweets.  Here are the top tips for avoiding howlers and protecting reputation.

Whilst MPs know they must avoid media gaffes, anyone and everyone using broadcast or social media should be careful too.  A former BBC journalist has these six tips for politicians but they can be easily applied to any organisation:

1. Know your policies inside out. It’s amazing apparently how many MPs don’t do this and end up confusing their billions with their millions.

2. Use social media well.  High profile individuals should be careful what they tweet – remember Emily Thornberry’s tweet of a picture of a home with a white van outside?

3. Beware the live microphone – interview may be over, but it hasn’t been switched off.

4. Beware the “real world quiz” often innocuously  thrown in at the end of the interview; it’s the test to see if the politician (or senior executive) lives in the real world.  So questions along the lines of: “how much is a loaf of bread?” should be prepared for.

5.  Treat photo opportunities with great care and check what’s in shot behind you.

6.  Don’t eat on camera.


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