Improving online content, M&A-related comms, more

How can I add high-quality and relevant content for my clients' Web sites and blogs without the time constraints of writing copy in-house?

Online content
How can I add high-quality and relevant content for my clients' Web sites and blogs without the time constraints of writing copy in-house?

With such a large number of blogs and Web sites out there, the challenge is to attract and engage viewers.

"Trying to keep blogs fresh with just a few writers can be very resource-intensive and you run the risk of it becoming stale," says Susan Kearney, VP of marketing at Voxant. "By adding content from third parties, you can infuse your client's site with new material."

There are many ways to add content by embedding fully licensed news content, including text, video, and images, she notes. And while there are many sources of free content available online, the key is to make sure that the content is fully licensed and can be embedded to your client's site, not just hyperlinked to another site.

"You want to keep the viewer at your site," Kearney explains. She recommends locating a provider that allows you to easily find and embed the most relevant video or other material to keep the site fresh at all times.

M&A comms
How can leaders prepare for press attention surrounding a merger or acquisition?

Whether managing internal or external communications surrounding an M&A, both timeliness and preparation are key, says Chris Duval, president of McCabe, Duval & Associates.

"Hammer out key messages as early in the process as possible and make sure both the acquiring and the acquired companies are on point and know what to expect," he adds.

M&As often get immediate media attention once the announcement is made. Comfort with both primary and secondary messaging enables key executives to respond to the concerns of both internal and external stakeholders - and the greater industry - consistently and quickly.

"Messaging and media training are musts for leadership teams involved in a merger or acquisition," suggests Duval. Executives from both the acquired and acquiring institutions should be involved in message development and prepped with a customized training program that meets their experience level, comfort with media, and the like.

How can one make sure their event goes as planned?

Matt Glass of Eventage says to rely on your extended team. "Whether it is the venue, your vendors, the local cop on the beat, or the shopkeeper down the block," he adds, "they can all assist if you need last-minute adjustments or help."

Be sure to make inroads with everyone you can and thank them with a T-shirt or other swag for the next time you'll be there, Glass suggests.

It's also important to know what's around, he continues, from the nearest Home Depot to the closest hospital and 24-hour copy center.

Be honest and demand honesty from your vendors, Glass asserts. "We always want to know the truth from our vendors about a problem and how they are going about fixing it. That way we can be honest with our clients and keep them updated. Working towards a solution is always better than trying to keep a problem under wraps in the hope that it will be solved before anyone notices.

Finally, create an emergency plan for staff, volunteers, and the public. "While there's no way to ensure a live event will happen how you planned," he explains, "you can take steps to minimize the risk of failure or just plain old headache.

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