Page 15 - Journal of Strategic Marketing Magazine - April 2019
P. 15
When the sh*t hits the instant
messaging fan
It’s high time to revise the tried-and-tested, three-pronged approach to succinct
communications to include a fourth message: the inevitability of the sh*t hitting the
fan. Crisis comms expert Janine Lazarus rolls out the strategy.
uring workshops on key The more economical and eficient your these things…?), hop online, or tune
message development, I always message, the less likely you are to land in to your favourite radio station or
beat on about only having three knee-deep in the brown stuff, trying to television channel, and there will be
Dssages at hand to carry you fruitlessly explain how you didn’t mean some sort of investigation, commission
key me
through any form of communication for your message to be misconstrued. of inquiry, think tank – take your pick.
– particularly when it means having However, it’s high time to revise State capture is still leading the
to convey something unpalatable. this tried-and-tested, three-pronged race, as is wholescale corruption. Vote
Anything more than that tends to get approach to succinct communication rigging will inevitably be next, along
lost in the bubbling maelstrom of to include a fourth message: the with the plunging share price, the
information we have to wade through inevitability of the sh*t hitting the brutality of yet another sexual assault,
each day. fan. I mean let’s face it: I don’t know or news of the latest in a series of
Think of it, I tell my delegates, as of anyone who hasn’t gone through a self-made clerics living the life of Riley
the three key messages we arrive crisis at some point in their lives. while their doting followers are forced
unceremoniously into, in this rather In fact, if this special soul exists to munch on the lawn.
complex world of ours: we are born, somewhere on the planet, someone And that’s just the irst three
we pay taxes, and then we die. They should summon the media forthwith! pages of today’s weekend newspaper
generally titter a tad uncomfortably, Crises are a dime a dozen. Open (because, yes – I still read them).
but seem to latch onto the general idea. a newspaper (do people still read
Strategic Marketing - p13
messaging fan
It’s high time to revise the tried-and-tested, three-pronged approach to succinct
communications to include a fourth message: the inevitability of the sh*t hitting the
fan. Crisis comms expert Janine Lazarus rolls out the strategy.
uring workshops on key The more economical and eficient your these things…?), hop online, or tune
message development, I always message, the less likely you are to land in to your favourite radio station or
beat on about only having three knee-deep in the brown stuff, trying to television channel, and there will be
Dssages at hand to carry you fruitlessly explain how you didn’t mean some sort of investigation, commission
key me
through any form of communication for your message to be misconstrued. of inquiry, think tank – take your pick.
– particularly when it means having However, it’s high time to revise State capture is still leading the
to convey something unpalatable. this tried-and-tested, three-pronged race, as is wholescale corruption. Vote
Anything more than that tends to get approach to succinct communication rigging will inevitably be next, along
lost in the bubbling maelstrom of to include a fourth message: the with the plunging share price, the
information we have to wade through inevitability of the sh*t hitting the brutality of yet another sexual assault,
each day. fan. I mean let’s face it: I don’t know or news of the latest in a series of
Think of it, I tell my delegates, as of anyone who hasn’t gone through a self-made clerics living the life of Riley
the three key messages we arrive crisis at some point in their lives. while their doting followers are forced
unceremoniously into, in this rather In fact, if this special soul exists to munch on the lawn.
complex world of ours: we are born, somewhere on the planet, someone And that’s just the irst three
we pay taxes, and then we die. They should summon the media forthwith! pages of today’s weekend newspaper
generally titter a tad uncomfortably, Crises are a dime a dozen. Open (because, yes – I still read them).
but seem to latch onto the general idea. a newspaper (do people still read
Strategic Marketing - p13
