Category: Public Relations; Communications

Soledad and the power of storytelling

Sarat PratapchandranLeave a comment

American television personality, Soledad O”Brien offers us consolation in a world of us versus them. Our infinite power to tell stories will help us learn more about each other.

Soledad grew up as a biracial kid in a mostly White town in New York . Here, she understood why race was not a social construct. Race is real in America.  We are very much connected to ethnic origins, privilege, poverty, social standing and accomplishments.

Her parents were immigrants.  Her dad was Australian and her mom came from Cuba and it was tough for them to get get married and raise a family in the America of the 50s and the 60s.

In television, Soledad learned why producers had pre-conceived notions of stories even before they were aired. Stories of poor people almost always led with negative connotations of where they came from, unemployment in their communities, drugs and violence. Very rarely did producers take notice of the individual human being, their successes, their accomplishments. The personality of the poor gets sadly forgotten in American television, especially if you are black or latino. Soledad was delivering the Elizabeth D. Rockwell lecture at the University of Houston recently.

Today’s television relies on talking heads, who get an annual payment and claim to be so-called experts on specific subjects. Armchair journalists never got real stories from the field and I learned that in journalism school.

In-depth, incisive, deliberate reporting  is costly. Real reporting requires hard work, patience and the courage to ask hard questions. We have to be vulnerable and learn and understand the context of the subjects we are interviewing.

Sadly, our evening news revolves around shootings, the cat that got lost in the alley or an angry parent who found that the school bus was late.

I will leave you with a profound quote from Soledad: “I’ve learned that fear limits you and your vision. It serves as blinders to what may be just a few steps down the road for you. The journey is valuable, but believing in your talents, your abilities, and your self-worth can empower you to walk down an even brighter path. Transforming fear into freedom-how great is that?”

Cross-pollinating content: Where will it take us?

Sarat PratapchandranLeave a comment

pollinationDuring my school days, an elderly biology teacher taught us cross-pollination in  simple terms. Today, it’s interesting to see how content gets cross-pollinated across multiple platforms.

By definition, cross-pollination of content is very simple. We dust  pollen off, in this case, words into every conceivable content platform we can. Our craze for repurposing has led us to rewrite less. Instead, we spend more time identifying keywords for search engine optimization. As content gets monetized, we forget ideas that really impact the bottom line. What do consumers want?

In our hasty bid to create, market and cross-pollinate content, we sacrifice authenticity for choice words . We engage in a mechanical, thesaurus hunting expedition sacrificing creativity. We look for platforms to cross-pollinate content and forget, to quote William Zinsser that rewriting is harder than writing. Are we creating content that provides a new user experience, adds value and moves an individual’s decision-making process?

Research from Hubspot says that adding 15 new pieces of content will increase traffic on your site five times more. Great! But is that traffic relevant? At a recent seminar, content marketer Arne Keunn  gave out some statistics showing the growing power of sharing content online. Here are a few observations: 93% of people use search before making purchases, 86% of search is for non-branded items, 90% click on organic clicks versus sponsored advertisements.

According to renowned writing coach, Ann Wylie, marketers should be “attention creators,” not just content creators. Once you know what your customers want, develop content that is easy, intuitive and usable. Think strategically about cross-pollinating content across different platforms so that in every medium you become an attention creator. Optimize content for your audience, your audiences’ devices and promote it through your website. Make it fresh every week. Today, marketing begins and ends here.