Features describe a product or service. Benefits describe why those features matter, how they are useful to the target audience, and which attributes make the item more useful than alternatives from competitors. This article explains how to use features and benefits in your marketing communication Briefly - features tell, benefits sell. Features are often technical, describing what ...
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The global PR industry is dealing with a pandemic of its own - how to retain key talent, according to the ICCO World PR Report 2021-2022. Retaining talent is the number one challenge faced by PR leaders, according to Francis Ingham, Chief Executive of ICCO (International Communications Consultancy Organisation), which represents 3,000 PR firms in 82 countries ...
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People’s emotions influence what they buy and other decisions they make. Most people believe their decisions are based on rational analysis of the available alternatives. Therefore, most messaging is based on features and benefits, but emotions greatly influence and even determine peoples’ choices, according to market research. This conclusion applies to decisions by everyone, including consumers, ...
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As a professional communicator, you need to use many styles of writing in your work, not just the widespread news writing formula of the 5 Ws and at least one H, which is based on the first paragraph of any news piece, as noted in my article, "Get greater impact at the start of your articles." But ...
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Different people want to see different traits in a leader. Some want their boss to be relaxed, some want their boss to push them harder. The best leaders tend to blend traits. It is crucial for leaders today to strike the right balance as we face uncertain times in the pandemic. This article describes 10 qualities ...
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Your transferable job skills are critical to your success in finding and keeping a job. You have to convince employers of the skills you have, and which ones are best suited to the new role you are seeking. This is vital in the current volatile job market. Transferable skills are especially relevant now as many US workers ...
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All professional communicators are aware of the pervasive news writing formula, which is based on the first paragraph of any news piece. The first paragraph is crucial because it immediately attracts the reader's attention and entices them to read further by answering the 5 W questions – Who, What, When, Where, and Why. And, if you are ...
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Good decisions can be extremely difficult to make, especially when different decisions may involve similar paths to action. Bias in planning and making a decision may also complicate the picture. It is important to know how to reduce bias in your planning and decisions, even for apparently simple decisions. The Road Not Taken "The Road Not Taken," ...
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Even in this digital age, the most important deciding factor in your career journey is to remember that leaders who build strong career relationships earn more trust and achieve better results with all their stakeholders. This also applies to communication leaders themselves and to the advice they may give as respected advisers to their organizational executives. One ...
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Your company’s messaging creates a particular response in your target audience when they read or hear it. Are you making them excited? Curious? Or are you confusing them? A brand voice is like a person who remains consistent in the way they perceive, behave, and speak. When you develop a successful brand voice for your organization you ...
Read ArticleManaging or supervising a hybrid PR team can be challenging when you want to achieve effective coordination and communication. It
Many people hate the idea of playing office/organizational politics. But staying out of such activities may hold back your career
The public relations field has changed remarkably in the past decade. Hiring practices have also changed as a result -
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