Scripts are for computers; conversations are for people

Too often, we develop scripts for communicating with external publics. Call a help desk and the person on the other end is likely reading from a script. The same is true when you answer a call from a telemarketer. The problem with scripts is that they lack¬†authenticity. I say: toss away the script. Scripts are […]

PR “Practitioner” vs “Professional” – Is There a Difference?

Kirk Hazlett, writing a guest post on Deirdre Breakenridge’s blog, suggests that there is a difference between PR practitioners and professionals. Rather than being interchangeable terms, Hazlett suggests that practitioners are the tradespeople of PR—they’re skilled in the craft of PR but act primarily at the tactical level. Professionals have the same skills as practitioners, […]

Developing a Common Sense Social Media Policy

I’m not a big fan of social media policies. You need guidelines for using social media in your organization, but policies are often legalistic and make it difficult to act with the speed required for effective social media communications. I prefer to say: use common sense. But the old adage that common sense isn’t so […]