infotonic

  Have you ever said, this release or content shouldn’t Work, but It Does Have you ever told yourself or to client that this release , or content, according to industry  norms, shouldn’t work – but somehow it works for you? Then there’s the practice called percussive maintenance or thappad therapy where you give a quick smack to the back of an electronic device that’s acting up to bring it back to life.  There’s absolutely no reason why this should work. But, somehow, it does.  I call these “idiosyncratic practices.” In many cases, these practices not only work, they help us to be the best versions of ourselves and do our best work.   I see versions of idiosyncratic communication  practices all the time. For example, there’s the organization where every single person on the 10-person content marketing team, including the CCO, reviews every piece of content that goes out the door.  It should be a massive workflow bottleneck, but it’s not. Th...

Sample this - Aditya Birla group Chairman Kumar Mangalam Birla will no longer consider acquiring a business dependent on a global supply chain, according to a Bloomberg report. Instead, he is looking at a regional business model to contain the risks from protectionism. The shift towards protectionism is not new -  But pandemic brought protectionism back to the center.   So whether it is vaccine where countries protected themselves first  through medicines and vaccines or microchips that were in short supply. Global supply chains suddenly found themselves being tripped by policy changes, invocation of rarely-used laws and massive trade disruptions. The cost of doing business became higher if the supply chain was a stretched one. Even in online media landscape which has supposed to be dominated by 175 Mn English speaking Indian population, Survey done by google kpmg suggests that there is a growth of regional languages online and soon Indian languages will dominat...

  Planning and Managing Public Relations Campaigns in Post Internet World  Overview In a post-Internet world, public relations (PR) departments’ assignments have broadened considerably. With employees posting their own content to Facebook, Twitter and LinkedIn, an organization’s public relations director no longer fully controls the company’s message. And yet the message matters now more than ever – an organization’s market capitalization can hinge on whether consumers and investors buy its branding and reputational efforts.  Summary  Public relations has moved front and center in corporate value propositions. The reality of public relations has changed in recent years. Public relations is a chaotic field. Analysis is the core building block of any public relations campaign. Research supports analysis. Transparency is the new watchword in public relations. Public relations campaigns rely on a mixture of strategy and tactics. The specifics of each case shoul...

The news WSJ  Green is in the black. Investors are putting an eye-popping $3 billion a day into green funds. Driven by rising valuations for electric-vehicle companies and adjacent start-ups, banks and investors now believe that they can make money backing green investments. Assets in investment funds focused partly on the environment have more than tripled over the past three years, reaching almost $2 trillion globally in the first quarter.  https://www.wsj.com/articles/green-finance-goes-mainstream-lining-up-trillions-behind-global-energy-transition-11621656039?st=l369yh44pzf9yl8&reflink=article_email_share&cid=other-eml-onp-mip-mck&hlkid=b67774aa732349a58d989fe7e3c9d03a&hctky=9431270&hdpid=4fdab845-9904-4476-b0e7-14337e26f163 Economist  Is it all just spin? There are some who view the green-finance gold rush with skepticism, viewing the recent embrace of environmental, social, and governance (ESG) funds as a PR ploy. But ESG-minded leaders argue t...

  Don’t Fall in Love (With Your Press Release or Your Narrative)   There is an old saying : “Don’t get too close to the press release”. Even the father of Modern PR, Ivy Lee,  learnt it hard way when coal operators hired him to represent them for the strike and he wrote a press release that was rejected by the media.  So if he could get in love, get so involved, any one. We have to because when we’re deeply involved in a client’s PR strategy process, we risk romanticizing their brand, inspiration, or point of view. But our job as strategy advisors is to analyze (dispassionately) how the release flows and performs and evaluate the strategy behind it.   Content creators are the most susceptible to falling in love with their content. When I started, my manager pointed out that my heroes always had the perfect line. They never stared too long at the opposite sex, told an awkward joke, or made a stupid mistake. Whatever flaws these characters had were an un...

Changes in consumer behaviour: Consumers are more receptive than ever to changes that can make the in-store experience safer, more accessible, and more convenient. Looks the news below: 1. As shoppers return to stores, retailers are facing challenges of their own https://fortune.com/2021/05/27/shoppers-retailers-stores-online-spending-covid/ 2. Join my online marketplace. Traditional retail stores are turning to online marketplaces to survive—allowing third parties, including competitors, to sell merchandise on their sites in exchange for a share of the profits. This enables retailers to increase inventory without ever having to own it. See the FT story https://www.ft.com/content/3be2432a-4d62-4df1-ac6a-6b8ce68800db?shareType=nongift&cid=other-eml-onp-mip-mck&hlkid=fd30943cf3554460ae291d4b245df776&hctky=9431270&hdpid=53d00ebf-ef7c-4946-9b14-df3695462eea Insights Why it matters. Consumer behavior has shifted dramatically over the course of the COVID-19 pandemic. Brand...

Learning from #FriendsReunion - Plan Your Bottle Episode While watching Friends: The Reunion a while back ( Yes, i am super late, been a very busy week) something  struck with me which the show’s creators said about "budgeting" a term called Bottle Episode.    On Friends - Its one of the most successful television sitcoms of all time. From 1994 to 2004, the show never left the list of top 10 most-watched  television programs.  It was also one of the most expensive television series of all time. By the last two seasons, each of the six main actors earned more than $1 million per episode. From the resources perspective, the show has more than justified that expense since then. As per some estimate Friends earns around $1 billion a year from syndication, merchandising, streaming, and other deals. During the reunion show, creator Marta Kaufman talked about how they planned “bottle episodes” each season to manage the show’s budget....