Have you ever stopped into Target just to grab Febreze and then somehow wound up in the school supply aisle picking out gel pens you didn’t know you needed?

If you have, making it out of Target under $50 just got even more difficult for you. The retailer just launched “The Shops at Target,” a program which features boutiques including—New York’s Kirna Zabete and Odin, San Francisco’s The Curiosity Shoppe and Boston’s PATCH NYC. This initiative will co-create exclusive apparel and home collections for Target shoppers. When I first saw a commercial for Target’s new endeavor a few weeks ago, I couldn’t help but marvel at this perfect PR storm.

These quirky, little boutiques from across the country must be absolutely thrilled to see their products grace the shelves of Target. There is no bigger get for a small shop. Customers who might have never stumbled into the Polka Dog Bakery are not only learning about the Boston-based business but are also buying “Wonder Nuggets” for Fido…when they were supposed to be only stopping in for shampoo. And the exposure might also inspire customers to check out the rest of the boutique’s inventory online too.

Target looks great too, for helping out the “little guy” by highlighting a trendy yet off-the -beaten path boutique. The shops look like they could be straight off Elmwood Avenue, a place we Western New Yorkers go to support local businesses. And Target assures that the items are from limited-time collections. And so I can feel good about snagging a trendy, one-of-a-kind item while also supporting a little boutique from, say, Connecticut. 

Target does a great job positioning this program in the store. The boutiques are featured off the main aisles, with vintage inspired signs above each display. The sign indicates the shop you are supporting and the city where it is located. So, if you like Aspen or maybe just the idea of Aspen, then you might find yourself choosing a scented soap from Cos Bar to take home with you.

You can almost hear people saying, “These chandelier earrings are by a boutique in Miami, but they sell them at Target now!” And this word of mouth will drive customers to Target in search of other rare boutique items. The campaign will reinforce itself. New customers will find new items they will tell their friends about.

The Target website coordinates nicely with this program too. It provides a short description of each boutique with details of the business’s humble beginnings. The description definitely has you rooting for these little shops, so much so that you might actively seek them out during your next stop at Target.  

Target is certainly playing hero here by crusading for these small shops and by helping them to tell their story. And Target makes it extremely easy to buy into this program. The marketing, commercials, store signage and website, make you feel really happy (and trendy!) for supporting the Shops.

I wonder if Target is also helping to put boutiques just like these out of business. Will we slowly start eliminating our trips to the little boutique in favor of an all-purpose stop into Target?

Target advertises their support for boutiques while simultaneously competing with many of them. But I still can’t resist this double-edged campaign. Who doesn’t want to support “the little boutique that could” on their next trip to Target? Target may have masterminded a strategy that makes us think the big box retailer supports the little guy.

 Kellie Mazur is an account coordinator at Travers Collins.

General Motors announced yesterday that it would be pulling all of its Facebook ads effective immediately, citing they were “determined their paid ads had little impact on consumers.”

While click through rates are generally low for Facebook ads, I still stand by my research and opinion that Facebook ads can be extremely effective.  At TC, we strive to help our clients make advertising decisions that make sense and support their goals. Facebook ads are more than just portals to a landing page; they are digital billboards serving as beacons for heightened awareness. For a minimal investment, entities can grab a Facebook user’s attention by targeting through demographics, psychographics and interests. Whether that ad results in a click through, you are still branding through that placement.

It is difficult to say why these ads were not effective for GM. Were they using the right call to action? The correct visual? The accurate target audience? The number of ads delivered to the same individual could be a problem as well. Anyone could get sick of a billboard if it was repeated at every billboard along the highway.

The expense can quickly add up to reach a large demographic frequently with your message on Facebook.  Generating the rationale for smaller companies and organizations to use Facebook ads is easier. For local campaigns, Facebook ads make sense, and they work. You can target time of day delivered, geographic reach, interest and more. For example a restaurant in Buffalo could run its Facebook ads from 3-5pm, 10 miles around Buffalo, and deliver a very appetizing photo of a potential dinner. That restaurant could also create several different ads for vegetarians, meat-lovers, gluten intolerance, etc. You have this data, so use it!

Or maybe your business isn’t service-oriented, but you provide a product. Who uses the product? Where? What times of the day? What are their other interests? You can target to all of these elements and deliver a relevant and engaging ad to your audience.

It might be more effective for GM or your brand to consider sponsoring Facebook comments from users, giving a more grassroots, user-generated content feel, as opposed to a straight sell digital advertisement.

Have you had success with Facebook ads for your company or cause? Sound off here – we’d love to hear your experience!

Alyssa Mayer, Account Manager, Digital Strategist

Cell phones are seized, toilet bowls blow, and tears trickle, all in the name of plumbing. Welcome to life in advertising.

The Pitch, AMC’s real-life drama of working in advertising, returned to the TV screen last night as The Hive battled FKM Agency to win the business of Clockwork Home Services, parent company to the nationwide franchises Mister Sparky Electrical, Benjamin Franklin Plumbing, and One Hour Heating and Air Conditioning.

From the initial briefing with the client, the agencies’ opposing personalities were clear. The Hive CEO Andy Krupski, touted the Toronto based agency as tremendously competitive, competent, and confident. FKM President Scott Brown, has a lot personally invested in his agency and told the underdog story of fighting for national relevance in an economy that’s not friendly to advertising agencies. We hear you man.

At the briefing meeting, the agencies are told to develop a campaign that generates business for all three Clockwork brands under one promotional message. They’re told not to recommend one brand over the others or combine the three brands under Clockwork’s parent company “Direct Energy.” They have a week to work.

Both agencies head home to debrief with their colleagues, giving us our first glimpse of the inner workings of the agencies and co-stars.

Andy meets with a team of about 10 at the Hive and lays out goals and tasks. One of the tasks is to do a little research on FKM to exploit any weaknesses for a competitive edge. Nice. 

Scott meets with a much larger group at FKM and they notice The Hive has visited their website. They’re unfazed. Scotty breaks the agency into three teams, each with a different focus, and tells them they’ll be confined at the agency for 24 hours… with no cell phones. He believes that by taking away all the noise, people will concentrate. I like it. 

At this point in the episode, both teams appear as evenly matched and well-oiled. Unlike the prior two episodes, there doesn’t appear to be a domineering head at either agency. Both agencies are secure and exude trust and genuine enjoyment in working with their colleagues.

After some initial brainstorming, FKM generates a number of keeper ideas. And we learn that FKM newbie Philippa, will be heading campaign development, her first opportunity to show her worth. The sub-plots begin to thicken.

The Hive has decided to focus on one idea that combines all three brands under Direct Energy despite being explicitly told not to… oh no they didn’t! They want to push the client beyond their own self-imposed limitations, a ballsy proposition.

Next, the agencies each get on a conference call with the client to discuss their partial ideas and get feedback and direction. Apparently these are called “tissue sessions” because the client tells you your ideas suck and you cry. The term is common industry speak, though I’ve never heard of it. However, clients have told us our ideas suck — multiple times. And we’ve cried — multiple times. And people wonder why we’re all hardened, callous alcoholics…

Anyway, it’s during the tissue session that we see the first setback in the competition. Predictably, the Hive is told that their idea sucks so they must scrap it and go back to the drawing board. Chief Creative Director Simon is nervous that they’ve lost some trust with the client.

Meanwhile, FKM asks shining questions, learning that there are no boundaries when it comes to Clockwork helping their customers. It’s valuable insight that fuels their campaign idea.

FKM comes up with the promotion “+Help.” The idea is that Clockwork will give away 30 extra minutes of free help to the customer’s liking with every service call. Innovative and a lot to promise, but it’s in line with Clockwork’s business promise, so it’s pretty brilliant.

Up north, two creative guys at The Hive are busy flushing out their ideas. However, and maybe it’s because we’ve had our fair share of accidental twins days here at TC, I was transfixed by the fact that I couldn’t tell them apart. Matching purple shirts? Check. Matching knit beanie caps? Check. Matching beards? Check… Twinsies!!

Nevertheless, they’re working on two ideas. One involves a woman blowing up her toilet with a bowling ball because it will force her to call Benjamin Franklin Plumbing. In doing so, she could win a prize from the “Time is Money Truck” – a new promotional truck that they’re proposing gets added to the fleet as part of the campaign.

Their second campaign idea portrays Clockwork’s brands as pseudo-superheroes, “America’s On-Time Heroes.” Because when you have a household emergency, you don’t have time to wonder if Batman saw the signal or if Superman found a telephone booth. You want someone to be there when they say they will. I prefer this quirky idea over the first.

The twins get the stamp of approval from Andy on both ideas and, after some slice of life stuff on crazy advertising pro Philippa and her normal 9-5-jobbed boyfriend (who DVRs all the commercials so they can watch when she comes home at midnight), the two agencies are on their way to the pitch.

Philippa prepares by rehearsing in front of the hotel mirror, and The Hive grabs a quick powernap in the shuttle van on the way to the pitch. They arrive to Clockwork’s headquarters and the fireworks begin.

The Hive is up first. Everyone is dressed business casual, blazers over buttoned shirts and jeans. They’re looking good, feeling good. The twins (although it’s hard to tell it’s them at this point since they don’t match) present “Time is Money Truck” first.

It looks a little casino-promotionalish. One twin reads the TV script while the other does a lot of toilet exploding sound effects. It’s hilarious but the client doesn’t look impressed. The Hive senses this and make a half-hearted sell that the client needs something bold like this, they think. Nice conviction.

Conscious juxtaposition? Perhaps, because they follow this dud with what appears to be their home run idea, “America’s On-Time Heroes.”

They present this one via a well polished, cinematic video. It goes on to say something about The Hive being in Canada which affords them an outside perspective on America where they can objectively see how much we struggle and suck. However, plumbers and electricians can be the backbone to recovery in America and the real heroes, by showing up on time to service calls. Plumbing is powerful.

In all seriousness, it’s a very well written and emotional video that presents another daring idea. But does it pass the goose bump test?

Everyone looks around the room in silence, tension is high.

Finally, the client speaks, “Great idea,” they’re told. Others nod their heads and comment in agreement. Goose bumps? Check. The Hive has salvaged their pitch and leave on a positive note.

In steps FKM. They’re dressed a little more conservatively. They begin to set up their “+Help” idea and the thinking behind it, reinforcing that they’ve been listening to the client. FKM builds suspense with their presentation and the end piece is polished, with emotional music and videography. It’s a beautiful pitch from start to finish and they nail it. The client is visibly impressed.

The agencies then head home to await the news of their fate.

The phone rings.

The Hive is given bad news. They’re commended for their passion but are ultimately told they could have done a better job linking the brands together. Wait… see… but you said… huh?? The Hive is rightfully upset and confused at the conflicting feedback they’ve been given.

In the meantime, FKM is speechless they won. They break the news to the agency and everyone erupts in cheer. Philippa earns her stay. In a really touching moment that makes you wish he was your boss, Scotty breaks down and cries a little. He wasn’t kidding when he says he had a lot vested in the company.

All around, I was very impressed with both agencies and their leadership. Both did a great job understanding the brief and addressing the assignment. And the cohesiveness within the walls of each agency was very clear on camera. It was obvious that everyone really cared about each other and their work.

In the end only one agency can win and I think the right agency did. The turning point was the “tissue session” phone call. FKM seized the opportunity and did a splendid job in finding Clockwork’s story and telling it in a memorable way.

So far, my overall thoughts on The Pitch series is very positive. While it doesn’t 100% show the nuisances and organized chaos of the creative process and brainstorming, I can’t complain about a show that spotlights the industry I love so much and am fortunate to work in. It does reinforce the fact that no two agencies are the same and that there are infinite ways to be creative and solve problems.

To Check out The Hive’s post-show reactions, click here. 

Did you catch the episode? Did the right agency win? Sound off in the comments.

In a world where once prominent photograph companies like Kodak and Polaroid are facing bankruptcy issues, Instagram has paved a new way for photography. The two-year-old photo sharing app run by 13 employees was recently purchased by Facebook for a whopping $1 billion.

I couldn’t help but think what must have been going through the executives’ minds at Polaroid when Facebook announced the purchase of Instagram. Why didn’t they think of the app?

Taken by Matt Rubin

Here’s some information about the app and why Instagram’s “insta-success” is so ironic:

- Instagram allows users to take photos with their cell phones, choose a filter to edit them, and then share the photos through their social networking profiles such as Facebook and Twitter.

- The app is essentially recreating what Polaroid created decades ago; the magic of instant film photography.

- Instagram taps into the nostalgia of the quirky instant film Polaroid once created by providing several filters to edit digital photos to resemble vintage photographs from the 1970s and 1980s – during Polaroid’s heyday.

-  Instagram maintains the convenience digital photography provides. Taking a photo, editing it, and uploading it to social networking sites takes just seconds.

Taken by goodyspics

While Polaroid was struggling to keep up with digital photography, they lost their identity along the way.

What made Polaroid special was not only the convenience of printing photos instantly, but also how the photos turned out. Sometimes the film was slightly overexposed. Sometimes the color temperature was out of whack. Sometimes the picture was out of focus. But that’s what made Polaroid beloved by so many and missed by so many once digital photography took over.

Instagram’s success and Polaroid’s struggles are case studies of how to be ahead of the curve in the ever-evolving digital world, without losing your identity along the way. Finding a balance between what worked in the past and how to make it current is the key.

Fads go out of style only to become all the rage a few years later. What was once obsolete is now the current trend. And sometimes a picture is worth a billion dollars.

Caroline King attends Buffalo State College and interns at Travers Collins.

Travers Collins was abuzz about this premiere because like Mad Men this show is basically about our line of work. It was definitely cool to see your industry depicted on the small screen and maybe more importantly find out who plays you on TV! I’m still very jealous of our own Jenn Bucki because she’s the Joan Harris of Travers Collins. But Joan and Don are of a different era and yesterday’s premiere was all about meeting the Mad Men and Women of today. Did “The Pitch” accurately capture the real-life drama?

In last night’s episode, SK + G (Las Vegas) and The Ad Store (New York) duked it out for the Waste Management (WM) account. The client wanted to raise awareness about the fact that the company also turns waste into energy. WM also expressed a desire for the campaign to “go viral” — although I am not entirely sure you can ever plan for something to “go viral.” A viral video is something that just happens. Think a cat playing a piano. The “Keyboard Cat” didn’t set out to become an internet sensation but after 23,492,463 hits, it is exactly that.

The major takeaways from the brief were the client’s desire to go viral using new media and The Ad Store’s Paul Cappelli interesting decision to wear a backpack to the client briefing. I do have a healthy respect for his chutzpah. Nothing says I have this account in the bag like a backpack.

After the agencies received the assignment, the viewers were treated to an inside glimpse at the agency brainstorming process. It became immediately clear that Ray Johnson and Doug Hentges were the Sid and Nancy of SK + G. Doug came strong out of the gate with “Join the Evolution” and was met by an overwhelming silence, which in agency language means nobody liked it. Ray then pressed on, by turning down all other taglines and only really caring about his own suggestions. This is the moment where the viewers who work in an ad agency decided exactly which one of their colleagues was the Ray of their office. But maybe it isn’t so bad to be the Ray. It was his idea that stuck with the group (something he claimed didn’t matter to him). “Waste to Wow” won out, which admittedly didn’t blow my socks off, but I decided to reserve any judgment until the pitch. 

Across the country, The Ad Store took the complete opposite approach to brainstorming by only involving three or four associates. Maybe next time it should just be Paul and his nose in a room? After all he said that sometimes a simple smell can lead him to the big one. And a big concept it was! Paul thought up “Trash Can.” The campaign would be peppered with statistics which demonstrate all the good that trash can do. For example, “What can light these four corners for a night? Trash can.” I was much more impressed with The Ad Store concept. I thought it was clever, and that it really highlighted major branding points of Waste Management.

The show’s namesake — the pitch — all occurred within the final fifteen minutes of the premiere. Paul and The Ad Store pitched first and the presentation was simple but solid. I did disagree with Paul’ s decision to reveal his tagline, “Trash Can” in the beginning of the pitch instead of letting the moment build up. Maybe I watch too much Mad Men but I would have saved the “Trash Can” zinger until the end of the pitch to pack more punch. Nonetheless, the client flashed that smirk that turns into a smile which says, “Oh, that’s good. How do they do that?” And Paul did all he could do to score the new business.

SK + G kept in line with their “more brains in the room is better” technique and brought four or so associates into the pitch. The pitch got my heart racing right away because of a small technical difficulty at the start. The sound for the opening video was set very low and required Doug to duck and tippy toe to the front to adjust it. At one point, the client even asked if she should scoop up the AV guy to help. Even the simplest tasks like turning a volume dial can seem like a daunting task with the eyes of the client following you. But alas the sound eventually coincided with the opening video and Doug was on his way with the pitch.

He was on his way until Ray stopped him and actually corrected him multiple times in front of the client. I cringed when this happened. I understand the need to nudge a colleague back on track when you feel like they are drifting off message but I was getting the feeling it had less to do with helping a friend out and more to do with Ray trying to steal Doug’s thunder. I personally thought it not only looked unprofessional to interrupt constantly but also unrehearsed. I think a simple rehearsal would have helped Doug and Ray plenty. Ray would have discovered that he disagreed with several points that Doug was making and would have been able to correct them behind closed doors instead of with the client.

I really thought they were a goner until the QR code emerged from the pitch. SK + G presented an iPhone application that blended a print ad with a video clip. The customer can snap a picture of the QR code and a video featuring a mouth saying “Did you know that Waste Management turns your trash into fuel? Waaaaaaoooow!” in a funny voice played on your cell phone. The cell phone should be placed over the mouth on the ad to make for a funny face interactive experience. I personally have never once snapped a QR code, but I could tell the client was really impressed by this social integration.

And in the end, it was SK + G that most impressed Waste Management. While I felt that The Ad Store had the stronger concept with “Trash Can,” I could recognize that SK + G offered a more complete campaign, not to mention the ever-important social media element. Even though SK + G’s presentation was a little less put together with the technical difficulties and constant interrupting, it still included key buzzwords like “viral” and “new media.” You can’t really argue with Waste Management’s decision either: the expectations were set in the beginning and SK + G more closely addressed those needs with a fuller campaign.

And as long as we are talking expectations, The Pitch overall met mine. It was a mostly accurate look into advertising. It did at times feel a touch over-dramatic but such is life in an ad agency. Sometimes I wish cameras were rolling at Travers Collins, especially during brainstorms where it’s easy to sit back and admire the ideas as if you were watching TV.

We whole heartedly sign on for a full season of The Pitch. We also plan on live-tweeting and blogging about each episode. As self-proclaimed nerds nothing beats watching an hour-long show, particularly if it means we get to re-watch our work day.

Kellie Mazur is an account coordinator at Travers Collins.

Worldcom Public Relations Group, the world’s leading partnership of independently owned public relations counseling firms, announced the release of its first  e-Book, highlighting agency principals’ insights in PR 2012: Emerging Tactics and Trends From Around the Globe. In a world where information intermediaries are fading away and the news cycle has been replaced by an always-on, real-time torrent of information, the e-Book reinforces how the role of public relations and its practitioners are evolving. 

More than 20 worldwide experts, including Mike McDougall of Travers Collins, contributed to the content on key topics including Digitizing Brand Reputation, Corporate Social Responsibility, Courage in Managing Metrics, Micropolitan Marketing and Tapping Consumer Markets in Other Countries. 

“Public Relations looks a lot different in 2012 than it did in 2010,” said Matt Kucharski, chair of Worldcom Public Relations Group and senior vice president of Padilla Speer Beardsley. ”Smart agencies and CMOs will prosper amidst the seeming chaos if they embrace change not as a threat, but as the greatest opportunity to expand the mix and importance of the traditional and digital marketing and public relations strategies available.”

From Massachusetts to Manila, and from Louisiana to Lisbon, the partner agencies of the Worldcom Public Relations Group created the e-Book as another example of global thought leadership pioneering front lines of the public relations revolution.

Travers Collins has an opening for a public relations specialist. Travers Collins is seeking someone with at least 5-7 years of experience in the PR field and all that comes with it including strong writing skills, media relations, social media, etc. Expressions of interest and resumes should be directed to Cheryl Lickfeld (clickfeld@traverscollins.com).

BUFFALO, N.Y., April 26, 2012 — Travers Collins, the Buffalo-based public relations and advertising agency, is returning to the investor relations business. The firm has struck a strategic alliance with Park Avenue Investor Relations, allowing both organizations to access each other’s service portfolios for the benefit of current and potential clients.

McDougall Travers Collins, the agency’s Rochester, N.Y.-based sister agency, is also participating.

“Travers Collins had built a strong reputation in the investor relations field over the past two decades, until we temporarily suspended services in late 2011,” said William Collins, principal of Travers Collins. “By aligning with Park Avenue, we plan to not only re-engage past clients, but also work together to identify and secure new opportunities across multiple industries.”

“The possibilities for collaboration are significant, resulting from the confluence of two factors,” said Tom Morabito, founder of Park Avenue. “On a global basis, providing the type of senior-level counsel and execution that Travers Collins and Park Avenue deliver is no longer geography-dependent. Second, on a regional basis, there is a scarcity of PR, advertising and IR firms operating with the same depth of expertise, especially with significant, in-house familiarity. Park Avenue’s deep IR and capital markets experience, coupled with Travers Collins’ distinguished track record in PR and advertising, will provide a compelling combination for our clients. ”

Prior to founding Park Avenue, Mr. Morabito led the in-house investor relations programs for The TJX Companies (NYSE: TJX), Developer’s Diversified Realty (NYSE: DDR), and Paetec Communications (NASDAQ: PAET). Previously, he was a top-ranked sell-side equity analyst at BB&T Capital Markets, KeyBanc Capital Markets and Susquehanna Financial Group.

Each firm retains its independent ownership structure and office locations.

For those of you who spend time on Pinterest pinning your favorite book, recipe, or funky outfit, have you considered how Pinterest can benefit your business?

Pinterest users (or “pinners”) create virtual bulletin boards and “pin” images from the web to them. According to a study by Shareaholic, Pinterest drives more referral traffic than YouTube, Reddit, Google+, and LinkedIn combined. Referral traffic refers to visitors who land on your website by clicking a link on another website which includes other social networking sites such as Pinterest, Twitter, Facebook. Having high referral traffic can improve your business’ ranking on Google.

In my previous post, I discussed the pros and cons of Pinterest to help determine if Pinterest is the right social network for your business. Many businesses have come up with creative ways to brand themselves using Pinterest, including some in the Buffalo area.

Here are few examples:

- The Buffalo Sabres have a Pinterest account and create themed boards ranging from how to plan a Sabres-themed wedding to classic moments that happen on the ice during a game.

- Buffalo Energy uses Pinterest to share energy-saving tips and feature energy-efficient homes in the area.

- Visit Buffalo Niagara uses Pinterest to create several different boards showcasing Buffalo’s architecture, best restaurants and products.

And here are other simple and easy ways companies can utilize Pinterest:

Themed boards

Companies can take advantage of creating themed “bulletin” boards, Pinterest’s main feature, to promote their brands and product to target audiences. Posting images of products or services on Pinterest serves as a free marketing tool, and images can be spread to wider audiences when other users re-pin them to their boards and share with their followers. For example:

- A clothing store could create boards to showcase outfits or styles using store items and accessories. A clothing retailer could also pin themed outfits depending on the occasion, such as the latest summer trends, a first date, a night on the town, etc.

- Local animal shelters could create boards featuring pets available for adoption, with information about each animal.

- Retailers could create a QR code/coupon board for a one-stop place for visitors to find deals and promotions.

Contests

As an image-heavy social networking site, Pinterest serves as an easy way for businesses to host photo contests to engage target audiences.

- A visitors bureau could ask local residents to take pictures of their favorite places in the city, local events, and other happenings around town. This could especially come in handy for a place like Buffalo, where there are so many hidden gems!

- Bars and restaurants could ask customers take photos of their favorite dishes or drinks.

- Businesses could ask people to take pictures of themselves using or wearing a new product.

Remember: cross-promotion is key! Syncing a company’s Facebook and Twitter account will create a larger following, as it will engage readers from your other already-established social media platforms. Make sure to always link back to your company’s website as well in posts and pins!

So the next time you’re collecting your own favorite pins, consider how a Pinterest account could benefit your business. You might find it’s just as fun as maintaining your personal Pinterest account!

 Caroline King attends Buffalo State College and interns at Travers Collins.

The Worldcom Public Relations Group, the largest partnership of independently-owned communications firms, today released “PR in 2012: Emerging Tactics and Trends from Around the Globe.” McDougall Travers Collins was honored to be asked to contribute.

Our viewpoint on the new realities of internal communications follows, yet it’s just a taste of insights and opinion from some of the most talented communications professionals in the industry. Download the entire eBook — for free —by clicking here.

—————

- How a Peer-To-Peer Model Drives Employee Engagement -

Organizations seeking to improve their market positions
typically begin searching for external solutions among customers,
prospects, distributors, retailers and suppliers. They look to their
communications and marketing teams to refine and amplify messages.
They take another glance at burgeoning digital media efforts, perhaps
placing some additional budget allocation against promising programs.
That’s expected and most certainly fair.

Some companies, though, are tapping into a method often hidden
in plain sight: reinvigorating and sometimes reinventing their
internal communications function to better align employees against
the challenges at hand. This goes beyond refreshing an internal
newsletter, placing some lipstick on the intranet site or increasing
the frequency of senior leadership messages to their teams. Savvy
executive teams are developing and executing plans to deploy peerto-peer
communications skills – and instill the desire to use them – across all
levels of the company.

Doesn’t this amount to a decentralization of the employee
communications infrastructure? In many ways, yes. The peer-to-peer
model is what our associates are experiencing every day beyond
the office, through increased personal use of digital media – social
sites, blog posting and commenting and even that old killer app called
email. Unfortunately, in the corporate setting, there continues to be
an over-reliance on messages emanating from the center.

Moving to a peer-to-peer model – one in which the company’s
communications professionals become the educators, evangelists,
and mentors – presents myriad business advantages that can drive
measurable market impact. Information moves more quickly among
teams and individuals, creating a more nimble culture that can rapidly
adapt to changing conditions. Strategic concepts are given added
context by those in the trenches, helping promote understanding
of how business decisions will directly affect employees if executed
as planned. Feedback originates from all levels, bringing to light new
viewpoints and potentially game-changing innovation. Collaboration
reaches new heights, especially among groups once separated by
power silos that were deemed impenetrable. Combined, these
benefits tap the knowledge of the entire organization to form new,
powerful insights on a more frequent basis.

Establishing a differentiated internal communications model isn’t
easy. It isn’t immediate. And it isn’t always fun, at least during
the early stages. But the peer-to-peer construct is the future of
how companies will develop and nurture optimum organizational
performance that translates into market success. What we give up
in control we’ll more than earn back in engaged and empowered
employees across the enterprise.

—————

Download the entire eBook — for free — by clicking here (PDF).

Mike McDougall, APR