In a world where you can share an image or message with an entire social media network with a single-click, it’s easy to get involved in a trending challenge (or conversation) without knowing the origins of it or the intentions behind those who started it.

Of course, I’m referring to the recent #ChallengeAccepted challenge on Instagram, where users post black-and-white photos of themselves with the hashtag #WomenSupportingWomen.

There should never be a problem with #WomenSupportingWomen.

There have been several theories about the origins of this new social media campaign, including a 2016 rendition of it for cancer awareness, Representative Alexandria Ocasio-Cortez’s speech on the House floor on July 23, Turkish protests to femicide and domestic violence, or an uplifting movement showing general support for women empowerment given the pandemic and ongoing racial injustices.

That said, with 8.5 million posts now shared into the #ChallengeAccepted conversation, it’s easy for the well-intended purpose behind this campaign to get blurred.

So, as a corporate brand or individual influencer, it is crucial that you are aware of why a social media challenge started in the first place before getting involved and tagging others. Once you decide to post into a trending conversation, you must also explain alongside your image why you are passionate about that cause. And, if you’re actively involved in two movements or campaigns, see if you can somehow tie them together.

#ChallengeAccepted has been receiving some criticism of late, but if you ask me, there should never be a problem with #WomenSupportingWomen.

As a self-proclaimed feminist, I believe women should support women every single day.

For additional tips on how to effectively and responsibly get involved in trending social media campaigns, contact us.

What is with the general public’s newfound obsession with fireworks!?

Since Memorial Day, fireworks sales (and fireworks-related noise complaints) have skyrocketed. As the nation tries to crack down on this issue, Boston has enjoyed a nearly 2,000% increase in such complaints when compared to last year.

The supposed reasons?

Contact us for guidance on key messaging that will make your sales soar.

People are hungry for entertainment, seeking out ways to express their patriotism following coronavirus quarantines, and finding alternatives to celebrate July 4th as there have been widespread cancellations of typical festivities. Plus, suppliers’ promotions and product discounts have contributed to additional sales.

NBC News reports, “Instead of only advertising the promotion to previous customers, they took out billboards, radio ads and targeted online ads, in addition to their catalogs and direct mailers, hoping to capture business and keep their stores in the black amid the nationwide lockdowns… Rather than seeing their business cut in half, stores have seen sales soaring more than 200 percent in some locations.”

With fireworks businesses (and TikTok) coming out roses in 2020, what marketing and sales techniques can you take away from this to help your businesses soar into 2021?

1) What do your clients need and want? Both personally and professionally? (But not, as with fireworks, at the expense of others…) 

2) How can you directly communicate – by phone, Zoom, email or LinkedIn – that need in a creative way that separates you from your competition? For example, here’s an instructional video of some preliminary guidance, but my expertise on this matter will meet your goals.

3) Can you utilize your network and make a potential new client an offer they cannot refuse? For instance, given recent crises, now may be a time to brush up on your media skills. I’m offering you [said new client] a discounted media training consultation with our PR gurus to help you handle and prepare for future crises.

4) Where can you reach new clients? With the nation’s renewed focus on health and citizens now itching to get out, are there new platforms to advertise?

It seems like with everything that has come to fruition, this is another “perfect storm” scenario for fireworks companies. How can you appreciate the same?

Contact us for guidance on key messaging that will make your sales soar.

As I continue to listen and learn about the racial injustices in our country, I was glad to see law firms contributing to the conversation this past Friday in celebration of Juneteenth, “the holiday celebrating the day in 1865 that all enslaved black people learned they had been freed from bondage” as reported by The Associated Press.

Silence is not an option.

It is crucial that we call attention to the systemic racism and discrimination that black Americans face today and drive awareness to the Black Lives Matter movement. As a small step forward, I’m hopeful your firm declared June 19th a company holiday.

As we continue to educate ourselves on the black experience, be sure to speak with your staff to grasp how they have been personally impacted and voice how you are taking action.

Silence is not an option.

As certain states begin to open back up, we brace ourselves for a second wave of coronavirus infections. Knowing that the Covid-19 pandemic is going to last beyond the discovery of a vaccination and have a devastating impact on the economy for years to come (dark, I know), the buyer’s market will forever be changed.

I’m going to tell this tale with a personal example.

Companies must understand that as long as the info they share is valuable & relevant to the receiver, they cannot communicate often enough.

I recently ordered a new mattress. It’s been years since making any significant purchase and being home almost 24/7 made me realize the need. This purchase was made mid-April and the mattress has yet to arrive… Yes, I’m completely aware that in the grand scheme of things this is not a big deal. I’m definitely not upset nor surprised as assembly lines and production processes are drastically minimized by social distancing. However, every day, I have been anticipating its arrival and watching as delivery trucks drop off other packages to my neighbors.

The most frustrating part is the lack of communication from the mattress company. Given the expense and the fact that it’s already been paid in full, I’m uneasy not knowing where my order stands. 

I can’t help but think how in pre-coronavirus days, I’d already be enjoying the plush upgrade. But we no longer live in a world of instant gratification. Gone are the days of fast-tracked, one-day turnarounds – at least until the workforce makes a complete return.

So, as cities and states reopen and we wait for the promised, supposed post-pandemic economic boom, companies must understand that as long as the information they share is valuable and relevant to the receiver (employees, clients, etc.) they cannot communicate often enough.

Frequent updates on deliverables and personal check-ins go a long way anytime, but especially during crisis situations like a national pandemic.

We’ve all heard the steady drumbeat of promised test kits and antibody tests from our nation’s talking heads. Yet even in coronavirus epicenters, these tests are hard to come by.

This is crisis communications 101. In times of crises, you must follow these two rules: 1) Do not make empty promises; and 2) always manage expectations.

The epitome of bad messaging.

You may have seen the following post circulating around Facebook on the supposed new coronavirus guidelines.

The epitome of bad messaging; and the reason why we advise all clients to develop three key talking points and to reiterate those points three times over.

It’s important to note, however, that one of the most critical requirements of making solid communications decisions is an understanding of the information landscape. Unfortunately, one of the key attributes of this pandemic crisis is the fluidness of information, unknowns and uncertainty about the virus itself, and ever-changing nature of the data.

So, how do you make good messaging decisions during Covid-19?

1) Gather the best intel possible; 2) communicate your firm’s decisions once they are implemented; and 3) ensure you are actively following the advice you’re giving clients.

These three simple steps will ensure your voice remains one of authenticity and trust.

Welcome to Phase 2 of the pandemic, where government officials debate how to reignite the economy and businesses start evaluating its services and restructuring based on how clients/industries have been impacted.

Now that the general public has come to terms with the world’s immediate response to coronavirus (with quarantines, social distancing, and the like), we are able to shift our focus to the remainder of 2020 and beyond.

(If you need to assess the future of your law firm’s revenue, check out President of BTI Consulting, Michael Rynowecer’s LinkedIn post on how to do just that.)

While your firm adapts to Phase 2 changes, remember that every move you make sends a message to the marketplace.

There are typically three types of responses to change: 1) none; 2) client-assisted; and 3) proactive.

1. The firms that are averse to change will fall even further behind its competitors post-pandemic.

2. The firms undergoing client-assisted change will survive, and may realize they have been forced into conversations with clients today that they should have been having on a more regular basis before Covid-19 hit.

3. The firms that are proactive about change, and were most likely already prepared for a crisis, will find and take advantage of opportunities even throughout Covid-19.

Keep in mind that these proactive firms have the capacity and predisposition for change. Meaning they have a firm culture that accepts and ushers along change.

As “client-assisted” and “proactive” firms embrace change and pivot to Phase 2, firm leaders should focus on protecting and shoring up its core business (its existing clients). Firm leaders should also pursue client development rather than business development, ensure its prices are stable, and continue modernizing technology.

These actions should be paired with a review of a firm’s entire ecosystem, including clients, partners, employees, future employees, and law school students. How a firm addresses these groups will directly impact its reputation.

While your firm adapts to Phase 2 changes, remember that every move you make sends a message to the marketplace. Consumers and the media are hyper-focused on the ongoing response to Covid-19. That said, they will undoubtedly notice your firm’s reaction to it and subsequently evaluate your strengths and weaknesses.

So, as you enter Phase 2 of Covid-19, make sure you are diverting resources to loyal clients who need help and treating your people right. If you follow these two rules, your brand’s messaging will align.