down economy

I had to speak recently at an event. The mood was heavy, we were talking about money and EVERYONE has been affected by this economy in some way or another. I was giving a transparent account of my giving for the year (and how tricky it was to make a charitable commitment—I did it. I believe in giving.) and I was surprised that right out of the gate I had people laughing. Now here’s the thing—that was not my intention. But sometimes the truth is funny, even when it hurts.

It got me thinking about business. In our business we do a lot of pitching, whether we are pitching a potential client, existing clients, the media or just consumers. And when we’re asking people for their money or their time it’s usually a serious business. So, how appropriate is it to inject a little humor into the proceedings? Well, I guess that depends on a few things: 

1. Does your “audience” have a sense of humor? If they don’t, tread lightly.
2. Is your subject life or death? If it is, stay clear of jokes.
3. Is the mood heavy or ambivalent? (Humor can lighten an intense room, but it can also piss people off)
4. Do you really care about bumming out your audience? In other words, even if they are in a sour mood, are you willing to strike out on the humor path?
5. How important is it for you to keep it light? If your natural personality leans toward “fun” will presenting a too serious side make you feel silly, or vice versa?

Personally, I think providing a light touch can always help in a meeting. Everything feels so serious these days. If there is anything this economy has shown us it is that no one has anything figured out—not really. So, stop taking yourself so seriously and laugh a little!

Source: www.moonbattery.com 

Just a few years ago it seemed every independently owned public relations agency out there was being bought up by the “mega conglomerate.”  Being acquired can certainly be a great exit strategy for the independent. Plus, it presumably gives clients more services to choose from given the depth and breadth of the acquired company’s inter-agency/brand “partners.” But in today’s “down economy” is it really a good thing to go with an agency that is saddled with P&L requirements that can often serve as a ball and chain for creativity?

I’m not sure, but while I do know that running your own show can be both liberating and scary, I do believe that it continues to offer clients an edge. Obviously, if you’re small and you run by the seat of your pants you can’t compete against the big guys who have ROI written across their forehead (and they should, this is the age of ROI). But if you are small and have a process that jives with the marketing mix models required by the larger corporate clients, then you’re in good shape because what you do have going for you is FLEXIBILITY. If something isn’t working you can change it, and fast! Plus, you may very well be just a tad bit more creative, because you have to be in order to thrive.

We smaller agencies cut our teeth on smaller clients that generally have smaller budgets and need our “innovative” thinking to help them compete with their larger competition (ROI for these clients isn’t just “numbers” it’s revenue). Apply this savvy to a larger client with an actual budget and there isn’t a lot you can’t do.

In a time when online WOM is gearing up to assume its share of the public relations landscape a smaller, more agile agency may be the best partner for a “high touch” campaign that requires having real conversations with real people. Our new U.S. president made a point of saying that it was the entrepreneur that will get us out of this mess (my words). I think he might be right. What we need now is some gutsy innovation, and in our world the independent agency may be just the group to deliver.