Getting over the fear of writing your first blog

Like Colin says the the idea of posting your first blog can bring on the same feelings of a first date, or at least bring on the nerves.  The initial  ‘writer’s block’ of putting pen to paper, or in these virtual times, words on the internet for all to see, is understandable.  You want to appear knowledgeable, experienced and throw in a genius bit of wit to make a good impression.

But let’s be clear, blogging is just like joining in a conversation.  At ICE we have an amazing range of diverse things we’re passionate about, and as one colleague said to me, ‘If you’re the only person in the room that says something no-one else knows, you’ll be seen as an expert.’  Your perspective is unique, what is interesting to you, may be interesting to others.

Top tips:

Keep it simple and short, you can always expand later.  400 words is enough.

Write as though someone is listening to you.

Don’t kid anyone – let your passion, interest and the way you communicate come through – it’s ok to be yourself.

Comment thoughtfully on other people’s blogs – let them know what you thought of it and share your ideas with them.

An experienced blogger once said to me, ‘There might be only one line in your writing that’s any good, but it stands out and you think wow, that’s good, so you learn for next time.”   Break your fear, it’s time to have a go.

How is public sector ‘comms squeeze’ affecting agencies? ICE’s Head of Press & Public Relations, Anna Beaumont gives us her views.

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News of a public sector ‘comms squeeze’ is everywhere right now, and there are obviously some significant implications for both the industry as a whole and for key target audiences.

Having just been named 11th in public sector PR by PR Week, we’re an agency that works closely with public sector organisations and we too are having to adapt.

Communications agencies that work alongside public sector will undoubtedly be impacted over the coming months, but I feel those hardest hit will be the agencies that don’t have a clear understanding of what clients need right now.

I think PR and communications can often be misunderstood or viewed as an afterthought by those who don’t have a communications background, which is why it’s often one of the first areas that organisations axe when the purse strings get tightened.

But I don’t think this is a particularly smart or long-term way of thinking. I believe the true challenge is to start to change the way we think and work.

Effective PR and communications fits hand in hand with effective corporate strategy and planning. You can’t change anything effectively within an organisation or community, without also clearly communicating that change process to those it affects.

At ICE, experience has taught us that real change only happens when you do it ‘with’ people and not ‘to people’ – it happens by listening and gaining better audience insight.

It’s turbulent times for the public sector– but communities still need to know about the services on offer to them, especially those who are most vulnerable.

What’s needed is truly informed and strategically led communications.

For me, it’s about applying a more ‘bottom up’ democratic approach, rather than just relying on the traditional ‘‘top down and message out’ methods.

Is the British “cafe culture” an impossible dream?

Whilst in that post-holiday haze (as I currently am following two delightful weeks traversing Die Autobahn through Austria and Germany), it’s easy for us Brits to lament such idyllic experiences in their immediate aftermath. Why is it always so grey here? (certainly a question that sprung to mind coming into land amid an apparent explosion-in-a-cotton-wool-factory above Ringo Starr Airport in Liverpool); why do we not have a cheap and reliable public transport infrastructure?; and, most tellingly of all for the purposes of this blog post, why can’t we seem to enjoy a sociable drink in Britain without it descending every single time into booze-fuelled mayhem?

OK, so maybe that last point is something of an exaggeration. However, the differences in the sociable drinking experience across Europe, most notably from Britain and Germany (two notable “drinking cultures”, and handily, the two countries I am most able to immediately reference), is something I pondered in between sips of my Steiner of Hofbrau, mouthfuls of giant pretzel, and the Oompah-band’s renditions of “Blueberry Hill” and “Don’t Cry for me Argentina” in the (somewhat ironically named) Englischer Garten in Munich.

As I sat there, I was taken by the relaxed and entirely non-threatening environment in which people were drinking frankly enormous amounts of lager. Sure, there was the obligatory British Stag-Do in matching T-shirts (who were, to be fair, incredibly well behaved). However, surveying the rest of the patrons, I noticed a large amount of older people, and indeed families treating the place with respect, enjoying each others’ company, and generally “enjoying alcohol responsibly” – with not a bouncer, a paramedic, Police in riot gear, or most mercifully of all, a Wacky Warehouse, in sight. All of this whilst drinking out of an actual GLASS!

Rather than making me feel enraged with cultural jealousy, it got me thinking: Why would this not work in Britain? What happened to the “cafe culture” Tessa Jowell et al were hoping for when the licensing hours were extended? Or am I kidding myself, and the problems we have with alcohol in Britain just as acute elsewhere in Europe, but not in quaint tourist haunts such as this? Can this kind of responsible drinking culture be fostered by encouraging individual behavioural change? Can such a culture be legislated for?

Yesterday’s news with the new Home Secretary suggesting that the British cafe culture has “failed to materialise” with the passing of 24 hour licensing legislation alone will surprise few. With the Home Office also publishing the depressing statistic of there being almost one million alcohol related crimes last year, it has surely become clear that a change in legislation alone has done little to change the way we consume alcohol in Britain.

So legislation won’t do it. That, I guess leaves individual behavioural change, and more dauntingly an entire anthropological shift in Britain’s approach to alcohol consumption. But is this a uniquely British problem? As I say, it’s easy after enjoying a carefree holiday to magnify everything wrong with your home town, but is it the reality, or is our sense further skewed by a collective media hand-wringing lamenting our supposed inexorable national moral decline? (referred to in this excellent ICE blog)

Certainly findings by the Social Issues Research Centre suggest a complex set of cultural, historical, and social influences on countries’ approaches to alcohol consumption. The SIRC suggests that “there is enormous cross-cultural variation in the way people behave when they drink”, citing, as you might expect, the UK, along with Scandinavia, the US and Australia, as cultures with strong associations between drinking and violent or anti-social behaviour, with others such as Mediterranean (and I’d suggest a good chunk of mainland Western European) cultures experiencing relatively harmonious experiences of social drinking.

This, it is further suggested, is related to differing cultural beliefs about alcohol, and, significantly (and ICE’s experience would certainly strongly infer) the perceived and pervading social norms around alcohol behaviour in various cultures.

The SIRC goes on to cite research suggesting an actual correlation between countries that drink the most having less incidences of alcohol related problems per capita (France and Italy being given as examples), than those with below average consumption (Ireland –apparently – and Iceland given as examples).

So, as certainly our experience in dealing with alcohol related issues certainly would suggest, social norms play a huge role in alcohol consumption behaviour, and this apparently works on a much wider national level. Surely this would suggest that no government can ever legislate for a continental style cafe drinking culture while such perceived social norms are so prevalent and are, for better or worse, so continually reinforced by the media, the market, and peer groups, as much as we would care to wish it so?

But maybe it goes deeper than even that. Maybe we’re just unhappy. Maybe also of course, this is an argument that goes much further than the subject matter of this post (is that a tin opener on the vessel with the word “worms” written on it I can see?). However, in the words of Desmond “Naked Ape” Morris, “there is absolutely no truth in the idea that alcohol helps you ‘drown your sorrows’. If you are sorrowful to start with, you will only sink deeper into despair as the night wears on.” Morris’s idea of alcohol as an “inhibitor or inhibitions” that “whatever the dominant mood of the drinker,…will exaggerate it by removing the usual social constraints…if the drinker is sad, he becomes sadder” maybe points to an underlying national malaise. The 2006 UNICEF report suggesting children in the UK are the unhappiest in the developed world would seem to add further fuel to that particular fire.

In an ocean of “whys” and “maybes” around this most entrenched of issues, there’s surely the need for ever increasing engagement and in-depth conversations with people to understand further what goes through British people’s minds on the way to, and from, the pub, Off Licence, or street corner.

Only then can any form of basis be formed for the generational shift that may be required before we too can confidently enjoy that outdoor beer in a nice cold frosted glass to the dulcet tones of the Oompah band.

What do you think? What are the reasons for the huge differences between the UK and continental drinking experience? Are the differences all that significant in reality? Do we just have a rose-tinted view of sunnier places? Why not take 5 minutes to pour yourself another Orange and Cranberry J2O and ponder….

Funny Behaviour….Satire & Social Change?

I blame Peter Sellers.

Before inflatable hunchback disguises and accosting Parisian beggars and their “minkeys” he was a Goon. One of four subversive comedians in post war Britain providing irreverent comment on the state of a nation through observing the idiosyncrasies of ordinary people in extraordinary times. The country was hooked, it was a staple of the week for people seeking light relief and counterbalance to the weight and worry of rebuilding a country seeking a post-Imperial future.

It was a time of change. Young listeners included David Frost, Peter Cook, Graham Chapman, John Cleese, Marty Feldman, Alan Bennett and Jonathan Miller. They of course, became the founding fathers of the British satire boom of the 60s - they frequently blamed Peter Sellers too. He showed them a way of thinking and interpreting the world around them by celebrating absurdity and questioning the social and cultural norms of the day. He changed their paradigm and as a consequence a part of our cultural landscape.

Satire was nothing new though – shaming individuals, and society itself, into improvement through constructive social criticism, is seen in Ancient Egypt and the Greco-Roman world.

Later we can see Swift, Defoe and Dickens providing social commentary on individuals, institutions and inequalities. They were using wit, irony and metaphor as tools for change.

Later still, Huxley, Orwell, H.G. Wells and Joseph Heller with Catch 22.

But to what end? They provided the criticism and not the answers many argued, and still do. Did they change anything, our behaviour, attitudes and societies?

It may depend on your point of view. To me they have. They raise our cultural and societal awareness, highlight folly, expose hypocrisy, injustice and shake us out of apathy. Theirs is bloodless revolution, suggestive and telling, not violent or didactic. They encourage us to question and consider.

I also think that at best, like good actors, writers and orators they hold up a mirror for us to see ourselves – our foibles, prejudices and conceits ? and question our behaviour and that of those around us. It is powerful.

Satire resulted in social change in America recently. The American comic strip Doonesbury satirized a Florida county that had a law requiring minorities to have a passcard in the area; the law was soon repealed with an act nicknamed the Doonesbury Act.

Closer to home, in emphasising the political expediancy of the three main parties in the immediate election aftermath and the subsequent frantic deal making behind closed doors , Nick Clegg listened to Rory Bremner (a loyal LibDem) satirizing Hague, Brown, Mandelson and Cameron and asked “can you do me?”, to which he retorted, (probably with the disillusioned voice of millions)

“No… can you?”

We won’t get Big Society if we don’t listen to all parts of society

Most readers will be aware that at ICE we conduct lots of social research through the Research wing of our company. When recently examining social norms at a school in the North East, the young people were asked “Which non-celebrity do you look up to outside of your family?”

As you might expect, answers varied to include family friends, “big bill from down the road”, “James, he won the lottery” and so on. The one that caught me off-guard was “Raual (sic) Moat”.

Initially I assumed this was the response of some wag trying to be funny (such as the other kid who, when asked “Where do you get your alcohol from”, replied: “I hijack alcohol delivery trucks”). For those who have managed to avoid the media circus surrounding him, Raoul Moat shot Samantha Stobbart, 22, killed Chris Brown and wounded Pc David Rathband. After days on the run from the police, and a dramatic standoff broadcast live on TV, he died last Saturday.

However, one of our Executive Directors, a noted expert in social research and behaviour change, pointed out to me that characters such as Moat did indeed cut popular anti-hero figures within some communities. And it seems that, particularly his native North East (he used to live in Fenham, Newcastle), she was right: dozens of bouquets of flowers materialised outside his house with heartfelt messages of support describing him as a ‘legend‘. And there are now around 35,000 tributes to him on Facebook, news which shocked the Prime Minister David . Cameron into making a statement about it. Downing Street has approached the social media company to take down the posts. Facebook has, quite rightly, refused.

Cameron’s actions – and indeed my own immediate views on the young person’s survey response – are typical of a white middle class reaction to working-class communities we don’t always fully understand (that’s why I’m not an expert social researcher, and we hire people much cleverer than myself to carry out the work and patiently explain to me the results). The media is today full of condemnation of those who show any sympathy for Moat in any form.

There is, of course, much hand-wringing in the comment pages about the ‘moral vacuum at the heart of Britain‘. This apparent conflict, between those who regard Moat as a ‘legend’ and those who regard him as a ‘maniac’, reminded me of what we advocate to our clients: MacFayden, Stead and Hastings back in 1999 suggested that a customer-centred approach asks not ‘what is wrong with these people, why don’t they understand?’ but ‘what is wrong with us and what don’t we understand about our target audience?’

Cameron’s Big Society values are credible, but this whole sorry episode should serve as a warning shot. He will not witness Big Society bringing about effective change within communities and improving health and wellbeing if he advocates shutting out the voices of those who need to be heard most rather than seeking to understand them.

How far do you go on your first blog?

So, you’re sitting there. You’ve been building up to this moment for weeks or even months. You’ve heard others talking about it, but you want to find out first hand as to what all the fuss is about. Understandably you’re nervous; after all it’s your first time and you’re desperate to make a good impression…. but how do you do it?

Getting to first base on your first blog is the biggest step – but don’t worry –like with most things the more you do it the better you’ll become, but for now, you have it all in front of you, and it’s time to make that all important first move – selecting a topic.

The blog world allows you to become ‘the editor’ of your own newspaper – but gives you much more freedom than the press and technically, there is no right or wrong topic. Writing a blog is more about your interpretation or experience of a subject or issue and you can choose whether you want to begin or contribute to a discussion.

Once you’ve picked a topic it’s time to head to second base, but this is where things can get complex and you must, as always, protect yourself. Things have stepped up a gear now and you’re in a strange new, but exciting world. You may find yourself asking; what are the rules? What can or can’t I say? Who is my audience? What is my message? What is the objective and what am I trying to gain or achieve? Do I want to inform? Do I want to shock?

You may not know the answer to all of these questions from the outset, but this shouldn’t deter you. With the removal of traditional communication boundaries and laws, common sense becomes your guide. We all know the difference between right and wrong – the question is where do you want your blog entry to sit within this space? You may also be curious as to who will be the judge of whether what you have written is right or wrong, good or bad. It’s not until you go all the way – do you find the answers – which leads us to third base.

Third base and you’ve channelled your topic down the ‘funnel of common sense’.  You have selected the topic, picked the tone and are prepared to post it and put yourself out there. It’s the right thing to do, after all what use is an opinion, or idea, or feeling, if you can’t share it?

Fourth base – you’ve posted – you’ve done it… well almost.

Let’s face it; some of us are more into ‘pillow talk’ than others. Some of us like to know how we’ve done and what influence we’ve had, while others of us don’t require or seek such feedback. However in the blog world your thoughts and interpretations are now open for all to question, challenge, celebrate, and add to. In other words your blog isn’t a one night stand, it’s still going to be there in the morning, and needs attention. You need to be aware of what reaction and interest your blog has created and may want to respond to it. If you want a genuine relationship you’ll need to keep the conversations going in interesting and engaging ways.

Negative comments about your blog should never deter you from trying again or make you think that what you have written is wrong – it is simply a differing point of view. You should feel proud that you’ve created a conversation or contributed to an existing issue.

So you’ve got to fourth base and you may still be confused as to what is right and what is wrong in the blog world? So what are the blog guidelines?

Within society we have laws, rules and regulations. We have standards of decency and taste and usually know when these barriers and laws have been crossed. However as the internet is largely unregulated these barriers become flexible and society, or other users, determine where the line is drawn. 

The blog space is a place where society actually allows you to think for yourself and for ‘common sense’ to prevail. It is up to you and your audience to decide what is right and what is wrong – what is safe and what is likely to cause a stir. Crucially you also need to decide the forum in which to air your blog and have the courage and conviction to stand by what is written.

Some of you may be reading this waiting for some powerful and intelligent conclusion that gives a profound statement which reveals the answer as to what blog guidelines are, but to do that would contradict this blog and fly in the face of blogging itself. It would also assume that I know what is right and wrong for all blogs and place one individual in the position of ‘law maker’ for the internet – a position no one person can claim.

Blogging puts the power of opinion in the hands of us all, but not all of us will use it. If you’re inspired to know what all the fuss is about and see what it’s like at fourth base then; pick a topic, an audience, and forum – establish your objectives and outcomes and get involved, because let’s face it, joining in is far more fun than watching others.

Taking an innovative approach in challenging times

COI Chief Executive Mark Lund recently said that the new Government’s spending cuts will cause a fundamental shift in the way it does what it does.

For me, he’s right when he says we have to push the boundaries and rethink the channel mix. As an award-winning marketing and communications company which has worked with government departments, local authorities and NHS Trusts nationwide, we’ve seen the far-reaching positive impact a people-centred approach can have on our people’s health and quality of life. So, in my mind, there’s no doubt that “democratising communities” and harnessing the power of community partnerships is essential to supporting services in the “new world” of budgetary cutbacks Lund describes.

Using social research and people-centred insight to develop focused, co-created solutions which ‘free up’ communities to generate their own content is more important than ever. As writer and journalist Malcolm Gladwell famously put it, effective messaging must not only be sticky and in context, but it must also be delivered by trusted figures within communities; the connectors, salespeople and “mavens” (or accumulators of knowledge).

The point is, successful campaigns must be fundamentally based on real people and real connections. After all, some of the world’s most recognisable brands are synonymous with a personal identity and ‘human face’ – think Branson and Virgin or Gates and Microsoft.

We strongly believe that as part of public sector delivery, we should ensure users are part of the ‘experience’ rather than just focusing on delivering outcomes. Nike’s current Write the Future ad campaign, fronted by a plethora of superstar footballers, is famously using YouTube to motivate users to generate content and promote discussion. (More than 15 million hits so far and counting….) Our own partnerships with NHS Coventry on the Big Pledge and The Deborah Hutton Campaign on Cut Films are testament to the power of people generating their own content.

We must also differentiate between recall and action. How much of a campaign can someone remember and how much will it impact on their behaviour? A cornerstone of this approach is evaluation and measurement, and as Lund outlines, the challenge now for all public sector organisations is not only to get smarter about how they motivate and engage people, but also how they demonstrate a tangible return on investment.

Stuart Jackson, CEO

Cooking cream cakes

I like the announcement today that the European health body – NICE – is calling for artificial  trans-fats to be eliminated from foods such as biscuits, cakes and fast food because it’s helping people  to be healthier without even having to change their eating habits.  If we are such an intelligent civilisation, I think it makes sense that we can manufacture food which doesn’t contain harmful chemicals – even if they are in the foods we should have less of anyway.

Everyone knows eating too many biscuits, cakes and fast food will in the end contribute to a range of health problems, but in our excess-food culture with multiple opportunities to consume way more than we need, we’ve created a society which is simply consuming more than it can live with.

Changing our British culture of high-fat foods is a difficult and long term goal, so why not use our ability to remove the ‘added’ chemicals  and ’nudge’ people into healthier choices by creating a market filled with healthy foods?  Also the second recommendation to use a simplified ‘traffic light’ coding system so consumers can make informed choices, can surely only be a step forward for us – and puts control back into the hands of people tucking into their cream cakes. 

It could smack of crowd control, but if we’re engineering recipes for processed foods in the first place, why not design them with the consumer in mind?

It only takes a small nudge to make for a big change!

The winner of winner of our UK National Stop Smoking Cessation Conference ‘Nudge’ competition is announced…

What a conference – some fantastic conversations, some great thinking and some exciting examples of how to engage with hard to those hard to reach quitters! One of the key messages for me was just how much of an impact we can achieve in smoking cessation simply through the successful integration of services. Where people have succeeded the most, it’s clear that one common theme runs throughout each team, their willingness to embrace innovative tools and services, such as social marketing. Emerging ideas for pilots in mental health and smoking in prisons were widely discussed, an area that requires our specific research expertise to breakthrough hard hitting campaigns that have a positive impact on behaviour change

So, onto our competition – name your best Nudge! This alone created a lot of noise, inviting delegates to share what they felt was the best ‘nudge’ they’ve seen, triggering a positive change in behaviour. We were overwhelmed by the response, some really quite personal and thought provoking. Watching the reaction from other delegates, whilst being personal, these nudges really highlighted the need for true engagement if we really want to be successful in positive behaviour changes, after all, the drive behind one persons’ quit is not necessarily the same as anothers!

So, our independent adjudicator popped all of the nudges collected across the two days into a closed box and chose randomly our winning entry. I feel like there should be a drum-roll at this point, so I ask you to visualise if you will. And the winner is………….(drum roll)……………………..

Carol Skye from Notts County Primary Care Trust

“Many smokers see cigarettes as their friend and grieve about their loss, but what has this friend done for you in your life? Interestingly, most people reflect on this for several seconds and usually come up with ‘Not much – I hadn’t thought of it like that before.’”

Congratulations Carol, you are the worthy winner of our fantastic Social Marketing workshop prize! With a choice of five target audiences to choose from, this targeted day will provide you and your team with a broad range of behaviour change techniques whilst leaving you with an strategic engagement plan tailored to your needs! Enjoy, our team are really looking forward to working with you!

And just because I can, I wanted to share some our other entries…

My Father’s nudge was his third heart attack in a week – Natures way of saying stop smoking! He lived for a further 25 years. – Paul Hogar

Visualise – I took down my kitchen blind (the only place I smoked), my previously white blind was yellow! My new replacement was too expensive to ruin, so I stopped. – Suzanne Graham

Learning your lung age with a lung health check – guaranteed to flick the switch in the brain! – Jane Roberts

It makes you think, everyone’s got a tipping point – what’s your best nudge?

Suzanne.

The kids are alright

Marketing Week has commissioned new research in to how children react to Marketing, revealing that they have a sophisticated awareness of brands and their “coolness” factor.  Exclusive quantitative and qualitative research was commissioned to investigate the brand awareness of six to eleven year olds.

Perhaps unsurprisingly, kids were able to correctly match logos to well known brands (such as Coca-Cola, Pepsi, Nike and Disney).  They also had strong opinions on other companies, particularly technology brands.  These brands become more important as children get older and child focussed brands fall by the wayside.  Favourite ads mentioned by kids included Cillit Bang, Webuyanycar and GoCompare (at least some one likes it!).

FMCG brands such as Frosties and Coco Pops were found to have a greater impact on the younger age ranges, and supermarket own brands were considered very “uncool”.  Mum and Dad obviously aren’t employing the old trick of putting own brand cereal in a branded box – but would that work these days anyway?

Of course, peer pressure is still a major factor in deciding what’s cool, and celebrity endorsement is also a factor.  As well as obvious choices such as Hannah Montana and Dr Who, other “favourite celebrities” included Simon Cowell – which really makes me fear for the country’s future!

Parents everywhere will also be overjoyed to hear that “pester power” doesn’t look likely to fade away, though what will take the place of Furbies, Power Rangers and Tracy Island in the future, we will have to wait and see…  

Interestingly though, the research shows that many children were aware of the recent recession and the cutbacks this has forced on many families.  Is this the first generation of children in many years to make more rational purchasing decisions – as they claim to be rediscovering old toys rather than always buying new ones?