Monday, April 25, 2022

New York Times Again Validates our 'Energy Crunch' Prediction

Back on March 9, just short of two weeks into the Russian invasion of Ukraine, we posted a prediction that there would be a lot of coverage of what we began calling the Energy Crunch, and the need for clean energy. We first started talking about the need to improve battery technology and battery life and said that there would be a lot of coverage of gas and oil not just from a climate or economic issue but from a strategic perspective.

At this point, that may seem like a basic call, given Russia's role as a major supplier of gas and oil to Europe. 

But the New York Times published an article about that topic on March 22nd, almost a month after the invasion began and nine days after our prediction. The print headline: "War Spurs Europe to Clean Energy" while the online headline read: "Will War Make Europe’s Switch to Clean Energy Even Harder?" Of course the Times had to do the actual research, conduct the interviews, cite sources -- when all we had to do was write, edit and hit submit. But we're proud that our prediction and subsequent validation shows we understand how the media works.

At the same time, we do want to note the tragedy that Ukrainians are going through. Individually and as a firm, we have donated to various causes to help relocate and support people whose lives have been permanently disrupted by Russia's invasion. We remain proud of several former clients that were either based in Russia and subsequently left that country or had significant number of employees in either or both countries and helped to get those employees out of the region. One former client, based in London, spent two weeks picking up Ukrainian families and driving them to places in Europe where they can be safe.  

Monday, April 18, 2022

Print Editions of 20+ Local Boston Community Papers Will Cease in May + 10 Observations about the implications

More than 20 local communities, particularly in suburbs west of Boston, will lose the print edition of their local weekly papers. The papers' print editions are shutting down in May due cost-cutting decisions by parent Gannett, the newspaper behemoth that took on a lot of debt after some recent acquisitions including with GateHouse Media.

The largest community to be affected is Newton, whose Newton Tab had 22,386 weekly print subscribers in 2021, according to a Boston Business Journal article, "Gannett kills several local print editions." We take issue with the word "several" because that seems to indicate a handful while more than 20 is significant. 

The Boston Globe also covered this story in an article with a more-dramatic headline that better captures the situation, in our opinion:

‘It’s devastating.’ As Boston-area weeklies close, towns ponder civic life without local news.

Gannett plans to fold or merge two-dozen print papers in Eastern Massachusetts in shift to more digital, and regional, coverage of local news.

We agree with that conclusion.

Here's a list of local papers whose print editions will close or be merged in May: 

  1. Newton Tab – making Newton, with 89,000 residents, the largest city in the state without a local newspaper
  2. Brookline Tab
  3. Dedham Transcript & Bulletin, which also covered Westwood and Norwood
  4. Sharon Times Advocate, which also covered Walpole
  5. Needham Times
  6. Weston Town Crier
  7. Wayland Town Crier
  8. Waltham News Tribune
  9. Bellingham County Gazette
  10. Saugus Advertiser & Melrose Free Press Observer will be merged into the Free Press & Advertiser
  11. Medford Transcript & Summerville Journal will be merged into the Transcript & Journal
  12. Arlington Advocate & Winchester Star will be merged into the Advocate & Star

Keep in mind: these are not the only communities being affected. Gannett has been cutting costs, and staff for some time. Only three Gannett weeklies -- in Cambridge, Plymouth and Provincetown -- will retain dedicated staff. The others will share resources, as many Gannett weeklies have done for more than 18 months.

Here are some observations and lessons learned:

  1. Some of the community weeklies had strong print subscribers. Approx. 1/4 of Newton's 89,000 residents subscribed to the Tab. So the decision to shutter some print editions has nothing to do with the number of subscribers, even though subscriptions to the Tab fell 20% from five years prior -- that's probably similar to most other print subscriptions.
  2. Western suburbs are primarily being hit but we suspect that the decision will be rolled out to other communities.
  3. Longtime Boston journalist and journalism professor Dan Kennedy told the Globe, "To eliminate local beats at all but three of their weeklies is really unconscionable. The loss is really to civic life. The loss is to accountability journalism that all of us need to know about what’s going on at City Hall or Town Hall, the school committee, even connecting with our neighbors.”
  4. Gannett said its mission is to move print readers to digital platforms. But we know that print subscribers tend to be older but we don't know that they will successfully transition to checking out community news online -- and neither does Gannett. It means that a certain percentage of local residents will be disenfranchised when it comes to local news and events.
  5. Some online sites do a better job pushing news out. The Patch is very good at sending daily updates via email, especially with local news. We've been less impressed with Wicked Locals from that perspective. 
  6. The loss of hyperlocal print editions makes it harder for marketers to reach local readers. On our staff, we tend to check out hard news on our local online community news sites, while ignoring lifestyle news because, for example, we expect to have seen any health and wellness news in the Globe, the New York Times or other national news outlet. 
  7. For those of us who stopped subscribing to the "dead tree" edition, but still care about our communities, it still takes extra effort to remember and click onto our "online news destination." Our guess is that instead of checking out community news each week when the paper edition reached our homes, we check out local news randomly, a couple of times a month at most. In other words, at a time when national and international news flow is overwhelming, most of us are not checking local news regularly but we did more when we had the reminder of the print edition.
  8. Because of the constraints of shared resources -- i.e., reporters who cover a region, not a specific community, many online sites are cluttered with news about other communities. In this respect, the Patch newsletters don't do a good job; they aggregate news so that only when you click the link do you find out that the headline refers to some town that could be an hour away. That's not really helpful when you're interested in local news. By the way, that's not a rare occurrence; to us, it feels like that happens on a daily basis because there's just not enough news being generated from each of our home towns.
  9. We also see that, because there's not a lot of new articles being produced, that many online news sites continue to list news that's several weeks old. So that when you click onto the site, it looks like lots of coverage but many stories are old and just haven't been displaced by new content. Please note: This is not to slam reporters. We know there are fewer of them and they have a lot more to cover. This is a problem that can be resolved by hiring more reporters. But it makes it harder for residents to find current news because there's not as much being written or posted.  
  10.   Marketers need to find new ways to reach communities. That may mean doing more than issuing a press release or submitting a potential hyperlocal news story. That may mean taking out ads in community newsletters or finding ways to partner with local businesses or organizations like chambers of commerce or local churches, synagogues and libraries, that also have newsletters to committed and interested members.  But that will will likely require ad fees and additional coordination. This may not be feasible for nonprofits looking to get the word out about events, programs, etc. so we need to be more creative in approaches.
We're advising some clients about how to reach out to hyperlocal communities that are losing their community print editions. There are opportunities but they will require a willingness to try new things and more budgets and resources to support events.

Monday, April 11, 2022

10 Components of a Success Thought Leadership Campaign

In the past several posts, we've written about thought leadership campaigns, comparing them to product PR and identifying five ways thought leadership can benefit an organization.

In this post, we wanted to identify ten of the success factors for conducting an effective thought leadership campaign:

  1. An executive willing and able to provide industry insight, even if it might be controversial. As we mentioned in the prior article, we helped a semiconductor startup take on Microsoft regarding industry standards. That only works if executives are confident in their position. 
  2. An executive able to commit the time necessary to brief your thought leadership team and to conduct interviews with them and with reporters, podcasters, and other influencers. We had secured a live CNN interview at a major trade show for one executive but he decided he didn't want to get up in time to be in position for the interview at 7AM so we had to decline. 
  3. Identify your objectives. It's important to identify why you're conducting a thought leadership campaign. If it's because the company is looking to raise money, that will help focus on the topic and the audience segment to address. If it's to find business partners, that means a different set of topics and audience, etc. Of course, one of the goals is to build trust and credibility but how you achieve that will be determined in part by the topics you address.
  4. Identify the right topics and expertise. The issues you address can be a point of differentiation but pick topics that you can "own" and that are relevant to you and your customers. It can be okay if other companies are also addressing the same topic -- but you need to figure out a compelling perspective. (More on that in the next bullet.) We've had clients who were serial entrepreneurs so that their expertise and topics might be different from a CEO who helps grows companies but doesn't launch them. (Launching requires different skill sets from growing a company.)
  5. Need a compelling viewpoint on industry issues. The topic may be the same as what others are discussing -- that's how you know it's a good issue. But you need to make sure you have a compelling perspective on that issue. And that viewpoint can't be seen as self-serving because editors won't be interested and it could turn off potential customers. The viewpoint and insight needs to touch on issues that are important and relevant. And the executive needs to be able to discuss the insight in a compelling way -- and that may not always be possible. We once had a terrific client who, on one topic, couldn't give a compelling interview even though he was excellent on every other topic. We asked him about that, and he said, "Oh, I find that topic boring." We then never let him talk to a reporter about that topic; we used a different executive whenever that topic came up. You need to educate (not sell) audiences about your topics and you need to develop insights that help distinguish your company from others in your market. In addition to insights, we've found that using analogies can help audiences grasp clients' perspective.  Avoid jargon when possible. Provide best practices and lessons learned.
  6. Need to use that viewpoint to convey the organization's values and personality. The viewpoint needs to match the company's values and personality. Many customers look for companies that are authentic and whose values mesh with their own -- and they get upset with anything that seems deceptive. By way of example, we recently got approached from an advocacy group but when we checked them out, we found that they weren't nonprofit (though their URL was a dot-org) and they weren't actually nonpartisan (though they said they were). Those were red flags, and we quickly and easily decided not to pursue the opportunity. 
  7. Set reasonable, achievable goals. The term "reasonable" means different things to different organizations. It depends on the industry issue -- for example, the issue may be seasonal so it means in off months, there's limited activity. It depends on the executive's availability -- he or she might be able to devote only a couple of hours per month to briefings and to any actual interviews; in that case, you shouldn't pursue dozens on potential media interviews -- you should focus on just a handful. We also once had a potential startup client in stealth mode that wanted two articles in the Wall St. Journal before they actually announced anything. (We told them, respectfully, that if they were in stealth mode, it was for a reason, and therefore two articles before launch was unrealistic. They went elsewhere, and as far as we can determine, never secured a single article in the Journal.)
  8. Set reasonable demands. This is slightly different because by this we mean: expecting to blog twice a week may be a very aggressive timetable. We know that executives need to review content, and they may not have time to review content on a timely basis to meet the expectation of posting twice a week.
  9. Identify the appropriate channels. One client, for example, didn't have a social media presence. That's okay, we can (and did) set that up for them. But we've had clients, even recently, who didn't have and couldn't secure because they were already taken, social media IDs that made the most sense for the organization. Ideally, a thought leadership campaign will take content and reformat it to be distributed as a blog post, a bylined article in a publication, cross-promoted across social media, pitched to reporters and podcasters for possible interviews, pitched to conference organizers for a possible panel discussion, used as the basis of a webinar produced by the company, etc. However, not all channels may be appropriate so the team needs to look at what are the best channels.  
  10. Test and update your content and perspective. It's important to test what content and which channels are most effective. We've found that LinkedIn is great for some clients but that might be true for your organization; we have one nonprofit client where Facebook is more important than LinkedIn or Twitter. Realize that could change over time, and that it's important to test what you're doing from time to time to make sure it's working, that audiences are engaging or sharing your content. Over time, issues evolve and it's important to make sure your thought leadership perspective evolves as well.
Ok that's enough for right now. We'll pick up thought leadership in future posts.

Monday, April 4, 2022

The Climate Beat at the New York Times is, um, Heating Up & Times' Columnist Validates our 'Energy Crunch' Prediction

One trend that we didn't highlight in our 20th anniversary list of predictions is climate change. The reason: because it's already something the media covers.

That said, the New York Times is bulking up its climate desk.

The latest addition is David Gelles, a longtime Times business reporter, who wrote its popular "Corner Office" column that interviewed CEOs. Gelles will now help cover "the nexus between government and the private sector." 

According to the Times, 

"David will examine the corporate influence on government action on all levels — federal, state and local — to reveal which corporate players are serious about mitigating climate change and which are just posing, or worse. He will report deeply to uncover actions and conflicts on the government side while also closely scrutinizing the role of companies, business interests and the financial sector."

 In the past few months, the Times added:

  • Somini Sengupta has shifted to head up its Climate Fwd newsletter, which the Times said is "one of the most important ways we connect readers with our climate content."

  • Ray Zhong, who formerly covered Chinese technology for the Times and is currently based in Taiwan, now covers climate science.

  • Former culture reporter Cara Buckley now covers "the more quiet, human stories about how people around the globe are living on a warming planet."

What's going on at the Times? A statement says, "Climate change is an urgent concern of NYT readers, who turn to us as a definitive source of coverage about all facets of the crisis — from the news to the science to the policy and politics as well as ambitious investigative pieces and stunning visuals." So it is finding new ways to cover climate change.

We expect other media outlets -- but not all -- to increase their attention and coverage of climate change. That does mean that companies should be looking at ways to tell an environmental story when possible.

The need to cover the climate is an ongoing trend but it becomes more important given our recent prediction about an Energy Crunch. Back on March 9, we predicted there would be more interest in renewable and clean energy, based on several factors including the reliance of European countries on Russia for gas and oil. In a recent opinion article headlined, "How to Defeat Putin and Save the Planet,"
Thomas Friedman: wrote:
Nothing has distorted our foreign policy, our commitments to human rights, our national security and, most of all, our environment than our oil addiction. Let this be the last war in which we and our allies fund both sides. That’s what we do. Western nations fund NATO and aid Ukraine’s military with our tax dollars, and — since Russia’s energy exports finance 40 percent of its state budget — we fund Vladimir Putin’s army with our purchases of Russian oil and gas. 

It may seem obvious but we feel national security and the need to protect our environment are converging and that renewable and clean energy will continue to be an important trend. 


Monday, March 28, 2022

What Makes an Article Go Viral? The Answer May Make You Angry

 At one point social media was supposed to lead to more transparency, which would result in more democracy.

That was the narrative, at least, framing the Arab Spring back in 2010 and 2011. The world's hopes were that pro-democratic protests -- including peaceful demonstrations, marches, occupations of plazas, non-violent civil resistance, acts of civil disobedience and strikes -- that started on Twitter would lead to the overthrow of Egyptian leader Hosni Mubarak, and that that movement would challenge other authoritarian governments in the region.

Mubarak did step down as a result of the protests. But, unfortunately, social media did not lead to more freedoms in Arab countries or anywhere else.

True, social media has impacted how most of us get and consume news. But the trend isn't pro-democratic, as evidenced by increased polarization, hatred and bigotry, and disinformation. Social media played a large roll with the Jan. 6th insurrection. So social media is decidedly not pro-democracy.

We mention this because of a recent New York Times article entitled "What Makes an Article Go Viral: Shares, posts and page views: we examine why an article spreads online." The article says "People share articles to strengthen social bonds." That certainly makes sense. 

But that leads to a new question: why do people share the articles they do?

The answer comes from a 2012 study of over 7,000 Times articles that sought to understand sharing behavior. Researchers led by Jonah Berger, a professor at the Wharton School of the University of Pennsylvania: 

Found that articles evoking high-arousal emotions like awe, anger, surprise and anxiety were more likely to go viral. 

Those emotions are easily seen across social media. And of those four, we'd say anger, anxiety and surprise probably drive a lot of the posts we see when doomscrolling.  

Those emotions are the ones that keep us not only up at night but engaged on social media even when we know we should stop. Those emotions keep us glued. 

They are not helpful, and most of know we should stop doomscrolling. 

But understanding what drives us to doomscroll and what makes us more likely to share articles and content that makes us anxious and angry may help us control what we're doing. 

Interestingly while Twitter and Facebook allow you to complain about posts, often times it seems like they don't respond -- and we've seen jaw-dropping bigotry that gets let up on Twitter -- there's a suggestion that by enabling users to complain but then doing nothing to delete those comments, social media increases your anxiety and anger. And that keeps you engaged on their site. That's pretty cynical.

But the answer, perhaps, is to just not engage. Have a specific time limit or reason to go onto social media, and then disconnect. 

Honestly, we could all use less anger.

Monday, March 21, 2022

Axios & CNN Validate Our Prediction that "Vibe" is Trending

 Last week, we issued a secondary set of three trends we think will be important to note, in addition to the to the original 20 we issued back in January. Two of three are connected to the Russian invasion of Ukraine: media coverage about fighting disinformation and about the energy crunch (as a result of higher gas prices -- and both of those have been validated in media coverage that appeared after we published that blog post.

The third trend we identified was that the word "vibe" is trending. We don't exactly know why but we're seeing it and felt it worth discussing on our blog.

As it turns out, CNN and Axios this week validated our prediction by using vibe within the same 24-hour period.

In teasing up it's SXSW coverage, Axios said: "Situational awareness: Kerry is still at SXSW, which continues all week. More on the vibes and highlights of this year's conference below."

Meanwhile, CNN's Reliable Sources newsletter, an excellent source for media news, used the word in highlighting a New York Times opinion piece. Check it out here

This NYT Opinion headline crystallizes the "vibes" of the moment: "There Are Almost Too Many Things to Worry About..." (NYT)

So we dug a bit more and found that New York Magazine wrote a story in Feb. headlined: A Vibe Shift is Coming” by Allison P. Davis. Apparently, “Vibe Shift” originated in 8Ball, a Substack newsletter by Sean Monahan, who is known for coining normcore fashion -- something that had nothing to do with Birnbach Communications president Norman Birnbach, despite some people's assumptions. Here's how Davis describes it: The concept behind 

A  vibe shift ... is that In the culture, sometimes things change, and a once-dominant social wavelength starts to feel dated. Monahan, who is 35, breaks down the three vibe shifts he has survived and observed: Hipster/Indie Music (ca. 2003–9), or peak Arcade Fire, Bloc Party, high-waisted Cheap Mondays, Williamsburg, bespoke-cocktail bars; Post-Internet/Techno Revival (ca. 2010–16), or the Blood Orange era, normcore, dressing like The Matrix, Kinfolk the club, not Kinfolk the magazine; and Hypebeast/Woke (ca. 2016–20), or Drake at his Drakest, the Nike SNKRS app, sneaker flipping, virtue signaling, Donald Trump, protests not brunch.

The idea is that we're now in a post-pandemic vibe shift, and that may be why the word "vibe" is seeing a resurgence not seen since the 1970s.

Will "vibe" survive the "vibe shift"? We think it will because it seems clear there's a lot of societal change.

Monday, March 14, 2022

Five Ways Thought Leadership Can Help Your Organization

We recently wrote about the difference between thought leadership and product PR. But we want to provide additional insight into why thought leadership can help your organization.

Thought leadership is generally focused on educating the market on a key issue that's relevant to customers. It's not necessarily about pushing product or directly promoting the organization. Instead, it's about enhancing awareness and perception of the company.

While we know that in the current environment, budgets are such that C-Suite executives are looking for bottom-line results, we also know that thought leadership can breakthrough the sales and marketing noise. For example, one time, a CEO asked us to pitch them. They had a very focused market, with about 100 customers. They had a strong sales team that was hitting a wall. At one point, the CEO asked us, "Why should I hire you, and not just bring on board one more sales rep?" Our answer, respectively given, was this: "You said you know who your customers are and in some cases, they don't return your calls or engage with your sales reps. One more sales rep would be just another person trying to sell customers who aren't interested. But with thought leadership, you might be to get those customers interested by showing how you understand their issues."

So, here are some ways thought leadership can help. 

  1. Thought leadership campaigns need new content -- and that can lead to media coverage. That content can be used to develop blog articles, bylined articles, presentation content and interviews. We've often pitched thought leadership content and generated interviews and requests for bylined articles.
  2. Thought leadership builds credibility, relevancy and trust. This is because thought leadership is focused on educating customers and the market, not on directly selling product. With the right content, your organization is relevant and earns trust among your target audience, which can include customers, employees, partners, etc.
  3. Thought leadership programs can influence the industry. For one company, our thought leadership content not only generated ongoing requests for bylined articles, with editors contacting us but our content was cited by other third parties and was included in at least one peer-reviewed article! Based on the thought leadership we created from content briefings with the client, the client was invited to address a Congressional committee dealing with the client's main issue.
  4. Thought leadership can raise brand awareness. Thought leadership can be connected to product marketing, and in several cases, our work to help educate the market on key issues resulted in significant awareness. In one case, we got a small tech client mentioned in coverage about a larger competitor because reporters responded to the key message we helped the client communicate. In a second case, we helped a security startup be included in coverage that previously only mentioned Microsoft and Cisco.  
  5. Thought leadership can help raise funds or get acquired. When a semiconductor client came to us saying that the industry standard was wrong, and that their approach provided better results, we made that the focus of our communications, and our work not only got the media's attention, it helped get the client acquired after only 18 months by picking a battle in the media over industry standards that took on Microsoft. In other cases, clients have used thought leadership results to help them make the case that convinced VCs and others invest in the company. For nonprofits, we've also seen our work help raise money from benefactors.
In our next article, we'll address some of the components of a successful thought leadership program.