Louis’ communication insights: The Lost Art of Conversation
You may have heard two of my colleagues went to the International Association of Business Communicators conference earlier this year. While they were there, they heard from leaders in communication the world over on a variety of different topics.
They excitedly shared their learnings with the team and one in particular really resonated with me. Communication and human nature expert, award-winning journalist and author, Celeste Headlee, spoke about The Lost Art of Conversation.
People seem to have lost the knack of connecting. They’re always firing emails and texts, and don’t get me started on those picture thingys they send each other – keep them for the ‘gram people!
Anyway, it seems Celeste agreed. She talked about research in neurological and social science, that showed one in five people believe a failed conversation is not their fault. Now I’m no mathematical expert, but that doesn’t add up…
Say it from the top
The time for executives to be on social media has well and truly arrived.
Who is better placed to communicate an organisation’s message online, than the team at the top?
According to Edelman’s Trust Barometer, no one.
The time for executives to be on social media has well and truly arrived.
Who is better placed to communicate an organisation’s message online, than the team at the top?
According to Edelman’s Trust Barometer, no one.
People within an organisation, and increasingly the wider public, want to hear from organisational leaders on issues that matter.
The key findings from the report:
71% say “It’s critically important for my CEO to respond in challenging times.”
64% agreed with the statement: “I will buy or boycott a brand solely based on its position on a social or political issue.”
76% believe “CEOs should take the lead on change rather than waiting on government.”
A social CEO commands a level of integrity and humanity that corporate channels cannot match. And according to a Hootsuite report, executives agree.
Around 86 percent of executives in Australia, New Zealand, and Asia believe having a CEO active on social media is positive for a company’s reputation, and 76 per cent believe it enhances credibility in the market.
However, despite the compelling data supporting its value, most CEOs and executives are reluctant to engage online.
Embracing social media may not come naturally, but the rewards far outweigh the risks.
So how do we do it? Start with strategy.
Let’s take Doug McMillon, CEO of Walmart, one of the world’s top social media CEOs as an example.
In 2018 a Reader’s Digest survey named Walmart America’s most trusted mass retailer – and we know trust goes along way when it comes to making a purchase decision.
In an organisation that has 11,300 stores in 27 countries and 2.2 million associates, how can the CEO contribute to achieving that trust online?
Knowing your why is the most important first step – to be effective on social media you need to understand why you are there in the first place. What is the purpose of being on social media? Is it to inspire? Engage? Build trust?
If you review Doug’s socials, then Doug’s why could be to show that he is first and foremost… human.
He uses the channels to engage with and show his 2.2 million associates that whilst he may not be physically able to engage with each of them face to face, they do in fact matter.
You also need to know your audience – who are you communicating with?
The next question you need to ask yourself is what do you want to say? Understanding your audience will demystify the struggle of trying to figure out what content share and how to get people to engage.
To understand content, let’s look at an example a little closer to home – Founder and Director of Boost Juice Bars and Retail Zoo, Janine Allis.
Of course, Allis is also an investor on Shark Tank, a contestant on the most recent Survivor AU and co-host of popular podcast ‘Superwomen We Ain’t’.
On Twitter, Instagram and with a whopping 547,285 followers on LinkedIn alone, this is a CEO that understands the power of social media.
Named in LinkedIn’s top 10 Power Profiles in 2017, Allis says her and fellow Shark Tank investor (and powerhouse social media CEO Naomi Simpson) use the platform as an educational tool and to talk about what is happening in their worlds.
“Hey this is what we’ve learned. Maybe you can avoid that mistake,” or “This is the way we think people need to think to be special,” says Allis.
Ultimately McMillon and Allis have both developed their own personal brand on LinkedIn, humanising their organisations and giving their audiences value.
Pesel & Carr has implemented multi award-winning social media strategies. You can reach out to barbara.pesel@peselandcarr.com.au to discuss how we can help you.
Leading The Pride
Pesel & Carr is a proud sponsor of Whitelion’s ‘Leading the Pride’. The event is an opportunity for women to gather and show their support and leadership on issues that matter to young people. This years’ theme focuses on the future of work for young women.
Ahead of the event, we spoke to Whitelion CEO, Hang Vo, and our Managing Director, Barbara Pesel to hear their thoughts on what ‘Leading the Pride’ means to them.
Hang Vo
What does ‘Leading the Pride’ mean to you?
In its second year , ‘Leading the Pride’ is an opportunity for women to show leadership on issues important to at risk youth.
Last year one of our team read an article about lion prides being matrilineal, meaning female lions do the bulk of the food gathering, organisation and protection work. With lions being so prominent in Whitelion’s identity this article got us thinking – what role do women play in helping Whitelion achieve its purpose? From this Leading the Pride was born!
We have a panel of amazing women who bring different perspectives on work – a researcher, industry leaders and employers, and a young woman who has overcome barriers to work. Our panel moderator, Husna Pasha, is an Indian Australian, raised in Tasmania by her hard working parents, a mother of two, a wife and a Muslim woman. She embodies the true face of Australian life and culture – globally connected, female, educated, experienced and aspirational.
Together – along with a room full of hundreds of women – we can learn from each other how to make positive change, particularly around helping at risk young women find positive connections and access to work. Leading the Pride is an important vehicle for bringing women’s voices into Whitelion’s work.
Why are young women a particular area of concern for Whitelion?
We know that empowering women, and particularly young women, to make their own choices for active participation in the economy can disrupt cycles of disadvantage for themselves, their families and the next generation.
Research also shows that young women – when compared to young men – have higher unemployment rates, higher levels of informal employment, and endure the persistent issue of wage gaps.
In addition to the commonly understood barriers to work faced by all at risk youth, young women are also more likely than young men to face additional barriers around family or caring responsibilities.
Where do you see the future of work for young women?
Research tells us that the future of work will be complex – globalisation, technology changes, and demographic shifts will all impact on how young people access and maintain employment. These are added to the complexities at risk young women already experience. To ensure at risk young women don’t fall further behind, Whitelion believes that the future of work for young women is best approached in partnership.
In recent years a group of young women in Sydney had great success when Whitelion partnered with Lend Lease to provide support and on-the-job skill-based learning – helping them access employment in a traditionally male-dominated industry.
Through the Victorian government’s Jobs Victoria program Whitelion has partnered with Victoria’s largest public transport project – Cross Yarra Partnership – to provide training and employment opportunities to nearly 20 at risk young people. In the first year of the partnership 11 young women accessed this opportunity.
There is an exciting future opportunity to combine government, industry and Whitelion expertise – and opportunities- to help young woman navigate the future of work.
Barbara Pesel
What does ‘Leading the Pride’ mean to you?
Leading the Pride means being ahead of the curve and leading the way for a better future.
Through our work with clients who lead the way in their respective areas, from environmental sustainability and women’s sport through to the life changing work Whitelion does with young people, we help to achieve this.
Leading the Pride also means investing in the future of our young people and being a voice for social issues that help build a better future, like the future of work for young women.
While comparative employment rates between men and women have improved in recent years, there is still much to be done.
Government figures show that women are much more likely to be working part-time than men (44% and 16% respectively), which ostensibly points to greater insecurity levels and a need for strong leadership to support young women in this precarious position
Why is supporting an event like ‘Leading the Pride’ important to you/Pesel & Carr?
It’s inspirational, presenting a learning opportunity as well as an intimate occasion to introduce the organisation to other like-minded individuals.
Pesel & Carr has a long and proud history of supporting the work of organisations like Whitelion, and many others who play everything from an essential grassroots service through to research into social justice models and as policy changing agents for reform.
How does Pesel & Carr lead the pride?
We believe in using the power of communications for good.
From our work with clients like Whitelion and the Deakin Melbourne Boomers and developing campaigns like ‘You Are Not Alone’ with the Australian Suicide Prevention Foundation and Communicating with Confidence for Speech Pathology of Australia – we thrive on working with organisations who make a difference in the lives of people.
At Pesel & Carr we are committed to the future of work for young women and men alike. We have an active and inclusive program for interns, we are guest speakers at universities, judge awards and provide critical feedback and offer a yearly sports-communication scholarship. We are dedicated in developing the next generation of our industry.
Are there any young female figures demonstrating inspirational leadership right now?
As a young female leader, I think Alexandria Ocasio-Cortez has become a powerful source of inspiration for young women.
Her unwavering fight for justice on the major social issues of the today, delivered with forensic, charismatic oratory, will give hope to younger generations that they have a voice.
Whilst some may disagree with aspects her politics, she has become an excellent role model for young women around the world.
Video’s journey to content dominance
You will have heard video is fast becoming the king of the content jungle – but how did it happen and why is it working? The inexorable march of video to becoming the king of content has been marked by several seminal moments in history that have set it on its path to supremacy. The birth of the internet has armed anyone with a computer with the tools to publish content and build an audience. Now, with smartphones, social media platforms and affordable camera equipment readily available, those with a desire to build an engaged audience can and should add video to their repertoire too. But what events have shaped this obligation? Whilst the invention of the television, smartphone and internet are obvious contenders, there are several other moments that deserve attention.
Meet the newest off-court recruit
Pesel & Carr and the Deakin Melbourne Boomers recently welcomed Maddison Pettit as our 2019/20 Media and Communications scholarship recipient. Maddie will be mentored by both Pesel & Carr and the Boomers throughout the upcoming Women’s National Basketball League (WNBL) season.
The social media CEO
The time for executives to be on social media is not coming, it has well and truly arrived. Answer this: Who is better placed to communicate an organisation’s message online, than the team at the top? According to Edelman’s Trust Barometer, no one. People within the organisation, and increasingly the wider public, want to hear […]
