Benedict Evans wrote a great article recently and it’s been bumping around in my brain quite a bit: Solving online events. Nothing in here is particularly brilliant. He’s just saying out loud what most companies ignore as they continue to schedule multi-day “virtual conferences”. Conferences are a “bundle” of networking, sessions, and meetings that happen in a certain location at a certain time. When you remove location from that equation, the bundle aspect becomes meaningless.
He closes the article asking:
But every time we get a new tool, we start by forcing it to fit the old way of working, and then one day we realise that it lets us do the work differently, and indeed change what the work is. I do expect to get on planes to conferences again in the future, but I also hope to have completely different ways to communicate ideas, and completely different ways to make connections, that don’t rely on us all being in the same city at the same time — or pretending that we are. …
My comfort zone is “aggressive editor.” I have no problem just jumping in, making changes, and getting a piece to where it needs to be. This is a useful mode to work in when you have publishing deadlines to hit. It’s not very useful when you’re trying to build a bench of strong writers.
So I’ve been shifting my mode to working as more of a coach, which means I need to explain the “why” behind the changes I’m making. I’ve identified a few stages in the editing process, how I coach people through the work.
After this edit you should be able to say confidently if this article is/isn’t worth your time. …
At some point, every marketer gets this request. This request almost always means, “We need to send a press release” and that is almost always a waste of time. I’m going to assume you know why a random press release won’t solve your problem and move on from there.
Let’s talk about how to elevate the conversation from the dreaded press release request to a productive conversation about your communications strategy.
There are three dynamics at work in every communication you put out as a company: