Earlier this week I was following a story about the development of a blood test to detect Alzheimer’s disease at an early stage. The announcement of the test, developed by a team at Rowan University School of Osteopathic Medicine in Stratford, N.J., garnered quite a bit of attention in the world of medical news.
But as I read multiple news articles regarding this ostensibly groundbreaking development, there was something obvious missing from all of them: Any form of data backing up the validity of the test.
There are two ways businesses come into direct contact with their stakeholders – via their product or their personae. I pointedly remind clients their product is their responsibility. I’m not involved in the production process and I can’t make a bad product good by “doing the PR thing,” as a former client once put it.
I am going to cut right to the chase. As someone who has seen and dealt with some horrific stuff I will simply say if you don’t think it can happen to you, it can and will. For the cities and municipalities who have been living on borrowed time with no real executable plan, or the ones who put one together without due diligence – you might want to give this starter checklist some thought.
Businesses start with business plans – a road map for their future. But in my experience few of them integrate their communications plans with that road map. It’s an afterthought at best. And that is usually where the confusion takes place.
And the last thing about brands: you can’t fake them. Perhaps for a while you can, but eventually people see through to the real you, your company’s real identity. That’s one reason why so many new businesses fail – they try to be who they think their consumers want them to be instead of who they are and they can’t sustain the facade indefinitely. Consumers are smart. They eventually figure it out and don’t like to feel put on.