by Alex Hopkins, Communications Associate, Union Plus
As communicators, we may take for granted that digital communications has quickly become an integral part of the global infrastructure. When our blogs, press releases, and other writing materials appear on the internet, our words contribute to a make-or-break digital paper trail that not only raises awareness of our employer’s image, but also of our own personal brand. Words thus have more power than ever to become motivators for a vast audience to think and act according to our employer’s communications agenda. For many years, this is what veteran public relations expert Don Bates has taught to communicators both in D.C. and New York City.
On August 18, Bates delivered his popular workshop “Write More Powerfully & Strategically for Public Relations & Public Affairs Purposes in Social and Traditional Media” at Hager Sharp. With over 30 participants, the all-day event gave practitioners the opportunity to form meaningful relationships and work together to turn average written pieces into perfectly-polished prose. Throughout the workshop, participants learned that their teamwork reflected Bates’ observation that communicators should be marshaling their audience to work together to discern and accomplish common goals.
Bates was also joined by Anthony Shop, the Co-Founder and Chief Strategy Officer of Social Driver, a digital marketing agency based in D.C. In a departure from the traditional top-down marketing approach of the past, Shop observed in his well-regarded presentation that “social media democratizes information — even if there is a lot of ‘noise.’” Using the analogy of a lightning strike, Shop said that, although marketers may only see lightning coming top-down, the energy sparks actually come from the ground — much like how audiences are increasingly calling the shots in a bottom-up marketing approach. With the ability of just about anyone to become a digital communicator, Shop taught participants that, because there is more feedback than ever from targeted audiences, communicators must use increasingly-original techniques to raise brand awareness amidst the marketing storm of “noise” around them.
By the end of the day, participants received a treasure-trove of Bates’ knowledge in the form of 100+ page binder that they could took back to work with them. What the participants learned from the event reflected the universal acclaim of the exercises and presentations. Remarking on Bates’ insistence on concise writing, one participant said, “I’m going to challenge myself to write tweets that are less than 140 characters.” Another participant agreed, adding, “I’m going to think more of how I can work together with my audience before I write.”
Interested in the workshop? Bates and the PRSA-NCC will again host the workshop in December. To register, visit: https://www.prsa-ncc.org/write-more-powerfully-strategically-public-relations-public-affairs-purposes-traditional-and-social.