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YOU & IABC/Montréal
November 2016
 



 

A word from Maria

You Better Work

Originally, our November newsletter was supposed to focus on the role of communication in preventing ethical lapses in organizations.

The new reality we woke up to on November 9th called for a change of topic, as we ponder on the communication lessons from the most recent U.S. elections, an electoral campaign of many firsts.

Personally, these past couple of months have left me with two main questions:
  1. Has the PR industry blindly embraced technology without adapting it to the particulars of our discipline? We’re not the only industry especially deficient at nailing analytics but, over the past couple of years, we did bet on our capacity to correctly collect and interpret data in order to demonstrate the added value and relevance of PR. In a world where employers and clients are expecting top prediction and analytical skills from PR practitioners, we have to stop looking at data in a vacuum and start attaching it to wider patterns and trends. The 2016 U.S. elections proved our industry needs a hybrid approach and we need to get there fast in order to keep our seats at the strategy table. 
  1. In the quest for tangible results and ‘tested-and-true’ strategies, has our industry distanced itself from the insights provided by social sciences? Disciplines such as anthropology, history, psychology, political and social science, fine arts or cultural studies cannot be footnotes to our strategies. As Brexit and the recent U.S. elections show, we ignore social science at our peril.
This special edition of “IABC/Montréal and You” curated top subject-matter commentary to highlight some of the areas where PR practitioners have some serious catching up to do. We hope they will make you think long and hard before you approach your next big projects. Let us know what you’d add to the list.

November is almost over. And it was epic.

Maria Constantinescu
President, IABC/Montréal
Maria.constantinescu@gmail.com@miarmc
 
P.S.:  Warm IABC/Montréal thanks to our translation partner Rossion, whose work allows us to continue to be the largest and only fully bilingual chapter in the IABC network.

SAVE THE DATE
IABC/Montréal is proud to partner with the Global PR Summit Canada and welcome the two-day conference to Montréal. The Summit agenda and registration details available here.

Blindsided by Trump’s Victory? Behavioral Science Explains

Discover the polling models used by Investor’s Business Daily, one of the few media companies that predicted the election’s outcome. Key insight: in the years to come, as the electorate and the technology used by the electorate will continue to change, future polls will have to evolve to keep up. More on whether data is dead and buried or alive and kicking here.

 Six Data Science Lessons from the Epic Polling Failure

The U.S. presidential election left data science experts wondering how so many experienced pollsters could get it so wrong, and what they can do to ensure they don’t repeat the mistakes. Spoiler alert: models have a half-life and herd thinking may not be the key to winning predictive models. Get your six data lessons here.

Trump’s Win Isn’t the Death of Data—It Was Flawed All Along

Discover the polling models used by Investor’s Business Daily, one of the few media companies that predicted the election’s outcome. Key insight: in the years to come, as the electorate and the technology used by the electorate will continue to change, future polls will have to evolve to keep up. More on whether data is dead and buried or alive and kicking here.
Canadian Digital Strategists Reflect on Social Media Take-Aways from the Clinton and Trump Camps
 

 
Voter ID data matters, or so the strategists say. While Trump limited the role of data in his campaign, choosing instead to bet on personality and rallies, many commentators believe the 2016 election will be remembered for “personalization” and the use of data to maximize voter profiles. Full story here.
Data & Media Lessons from Trump's Election Victory
Join Paul Holmes and Portland’s head of insights Emily Hunt for a 58-minute discussion on how things got so wrong so fast, fake news, media influence, ‘truthiness’ and the need to understand human behavior before quantifying it. Download the full podcast here.
Communication Lessons from the Trump Win

Lesson #4: “Genuineness trumps primping. Hillary Clinton's appearance was perfect, perhaps too perfect. For example, in the debates, when Donald Trump was attacking her, she maintained a perfect smile with raised chin. In contrast, Trump's clear outrage would be shot down by any media consultant. Nonetheless, to many voters, it felt authentic and thus trustworthy.” Read the full article here.
6 Lessons from Donald Trump's Winning Marketing Manual

If you’re looking to beat the odds, get your marketing lessons straight from the winning campaign’s playbook. Top tip: close the sale. “Consumers not only want to back a winner, they want to back a brand that sees itself as a winner. And they want to back a brand that other people similar to themselves see as a winner. That’s when a brand becomes a movement.” Peruse the six marketing lessons here.
What Companies Can Learn from Why Trump Won the US Presidential Election: Focus, Purpose, Relevancy, and Conviction

Focus, purpose, relevancy, and conviction are key to building effective communication and reputation management strategies for today, whether you are a political candidate running for office or a major multi-national corporation trying to convince your stakeholders that you are committed to making the world a better place to live. Discover the key questions any organization needs to be asking themselves to optimize reputation.
Are you publishing? We want to know!

Are you publishing articles or posts which may be of interest to other members of IABC Montréal? Or have you recently read publications by other members of the association? Make sure you tell us so we can include a hyperlink in our monthly newsletter.  Please submit all hyperlinks in writing to iabc.montreal@gmail.com.
 
Quote of the Month...
"PR means telling the truth and working ethically – even when all the media want is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity." 
- Viv Segal
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