Clarity, Where For Art Thou?

Consider this:

Wall Street is hungry for "clarity" from our government. The market has been in a free fall and is not expressing confidence in how the government is handling our financial crisis.

The populist is expressing anger over the AIG bailout and the huge bonuses handed out to executives at a time when they have seemingly run their companies into the ground.

The media and pundits are calling this a "crisis of confidence." What is going on? Why are we stuck in neutral?

The key was expressed in the first line above -- clarity. It's missing in action.

When Wall Street gets the sense that our new administration doesn't care to hear what Wall Street is saying, can you imagine the lack of confidence that creates? When AIG exes ignore the national anger over bonuses paid when they've been bailed out by government funds (our taxpayer dollars), can you imagine the lack of confidence that creates?

On a micro scale, can you imagine how your customers or key audiences feel when you confuse them with products that are anti-intuitive; with byzantine telephone answering trees that put customers in a merry-go-round; or with services that don't meet expectations?

When clarity is missing - anger, frustration, lost sales, and lost votes will fill the vacuum.

Here are some suggestions for reaching clarity with your important audiences:

• Write and speak in short statements.
• Avoid repetition.
• Be clear about the pros and cons. It helps the mind distinguish what's important.
• Use visuals, when possible. Not all people learn through logic.
• Focus on the most important issue at hand. Then, introduce other items later.
• Test your concepts before going public. Fresh input often adds to clarity.
• Take responsibility and do what's right and what's needed.

Unfortunately, this is not the kind of clarity coming out of the White House or Congress these days; or from some of our major corporations seeking government handouts.

Take a quick look around now at your business and your marketing practices. Are you adding clarity to the conversation, or more confusion?

Choose wisely.

To Clunk or Not to Clunk

WATCH THIS GROWING TREND. Earlier this week Congress proposed a bill that would pay car owners for turning in their "clunkers." Assuming the bill passes, you could get a cash voucher for up to $5,000 to use for buying a new fuel efficient car.

This idea seems to be getting traction. Just this morning, I witnessed the first clunker in Colorado being crushed for the Clear the Air Foundation. It was a 1988 Subaru flattened like a pancake by Colorado Auto and Parts in Denver.

What you will be hearing more about is that 5 percent of the cars on the road today create 75% of our air quality problems.

And, while these may be tough economic times to get rid of your old car, keep in mind that this will make more sense for more people in the near future.

Automobile dealers, legislators, automotive recyclers and the public are beginning to team up to solve this problem. Here's a factoid for you: 82% of the vehicle you drive is recyclable and 95% of the vehicles coming off the road today are recycled -- into making new cars and other uses. It keeps cars out of landfills and by using recycled parts in vehicles it reduces our country's energy resources.

It's a healthy movement and for now not well known. Watch for more road signs on this trend.

Drive safe.

Some Stories are Important to Tell

In the grand scheme of things, not all public relations or publicity efforts are equal.

In our great democracy where we value free speech, we have the right to promote almost anything within reason -- a product launch, a community service, a high-flying event, the concert for the ages, the making of a president, etc., etc. As long as these promotions carry a legitimate news value, our news media will most likely give these pronouncements some measure of exposure.

But, every now and then, we feel the real grip of life and death and some special nonprofit organizations truly do make a dent in the quality of life for some families.

One such organization is Brent's Place, a special, safe, environment, a home-away-from-home for kids who are undergoing cancer treatment. The facility is named for Brent Eley, who passed away from complications of cancer 10 years ago. His parents Donn and Linda Eley started the Brent Eley Foundation which runs Brent's Place. Since its beginning, the facility has given comfort and residence to more than 300 kids and their families from throughout the Rocky Mountain Region.

Tomorrow is a very special day. A new and improved Brent's Place opens to the public. But, because of urgency for some kids, seven families are already living there.

So, if you're in the neighborhood tomorrow at 5:30pm, stop in and take a close look at the loving care given here. It's phenomenal. Look here for more info: www.brentsplace.org.

Despite the swirl of world and national events, this is the kind of story that deserves attention every now and then. And, if you have healthy kids, give them a hug tonight. You are very lucky, indeed.

Old School or High Tech?

The other day I was having coffee with a friend of mine, a PR consultant whom I trust and respect, and whose name shall remain anonymous. He was bemoaning the cataclysmic changes taking place in the communications industry today. He counted off the metrics of readership down, ad revenues down, layoffs in journalism, newspapers shuttering, TV stations cutting back on news coverage. "It's a mess, I tell you. And, what's worse is I can't figure this out, my friend. Everybody wants to Twitter, put their face on Facebook, and get LinkedIn. What's up with all this electro-techie stuff," as he called it.

I took a long draw on my black coffee (I've cut back on lattes until the market improves along with my bank account), and said, "Let's examine this simply."

He looked at me dumbfounded.

"Don't sweat it," I said. Change is happening everywhere and throughout every industry. Everybody right now is trying to figure it out. If someone tells you he or she has the answer, leave your coffee on the table and run the other way."

"Are you nuts? This cup of joe cost me two bucks," he lamented.

"I know. You have to choose between the truth or comfort. Anyway, here's the rub. The fundamentals are still the same. It doesn't matter what technology you use, you still have to be certain of what your messages are and if they're in sync with your audiences. And, I don't mean the vast mass, general audience. I mean the specific individuals and groups who need to know about you or your products and services and who care about you. Then, decide if you need old school communications or high tech."

"Oh," he said.

Listen, I said, "People still relate to people, whether it's in person (preferable), or by written word, voice word, or visual word. But, pick one, or all that are appropriate and the means your audience prefers."

"Sounds to me like you have all the answers," he grumbled.

"I think you better run. I'll finish your coffee."

We don't have all the answers, but we can help you find effective solutions for communicating. Check out: www.interprogroup.com.