Strategy Toolkit by WARC

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Addressing the crisis in trust: Why PR is not the answer

STRATEGIES FOR EARNING TRUST

  • Accept chaos as reality.
  • Radicalise honesty and transparency.
  • Build coalitions – sometimes unexpected ones.
  • Take to the social dance floor.
  • Be the media.
  • Love the citizen crowd.
  • Communicate through actions, not words. If we want to address the crisis of trust and therefore the crisis of leadership, the answer certainly does not lie with PR as many still practise it – crafting narratives, managing messages or spinning meaningless platitudes.

Video
Article

of learning

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About a million years ago, before I ever knew advertising exists, I stumbled upon an article that analysed Coke and Pepsi as brands and their brand positions and how Pepsi strategically went up against Coke and (kind of) succeeded.

I couldn’t remember the details of the analysis but I’ve got the big picture. And I thought: shit this is sooo smart that it’s actually mind-blowing.

Fast forward to a million years later, I have been working in advertising for 7 years. In my master advertising class earlier this week, the lecturer had a question about Coke and Pepsi. I answered it based on what I read ages ago. And it was the right answer.

Mike asked: so will you be able to answer that question based on the things you’ve learned and known by now? Chance is yes I probably can, but I will need 5 minutes to figure that out or perhaps never if I’m not smart enough.

When I first wrote my literature review last year, I was overwhelmed with the amount of data, research and reports returned by Google and the library portal based on some simple keywords. I thought: this is easier than I thought, I can always find an answer by searching for it.

Thing is, how do we know what we need to know or learn until the moment we actually need that knowledge for a purpose? For example, I would never have known that I would someday use the understanding about Coke and Pepsi from the analysis I read years ago until for some reasons it happened to me this week and I need that piece of knowledge at that very moment.

Secondly, how did all the great grand philosophers and scientists learn without the luxury of available materials and studies from the Internet like what we’ve got today?

This has brought me to realise that we can’t actually depend on the fact that we can always search for something. That is the sort of lazy thinking that Google and many technologies being the convenient tools that help us access information and knowledge quickly, easily, widely and cost-effectively spoil us. They don’t motivate us to pro-actively learn. We think there are always answers to everything somewhere on the Internet and we assume we will get an answer when we need to. So then we only ask questions when we need to. And we don’t ask questions out of curiosity anymore.

Having said that, I think it’s absolutely critical to be learning independently, proactively and consistently. To me, all knowledge is knowledge, doesn’t matter whether it’s general knowledge or specialised knowledge. It will either be utilised some day, or it will make people better knowledgeable ones. So if there are opportunities to learn about anything, just absolutely anything, I will make an effort to go and learn it (when I can).

 

Skills of the future

In the What are the 21st-century skills every student needs? article, some insights and predictions about future skills required for future jobs identified.

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Source: World Economic Forum.

Google Doc add-ons / EasyBib + Therasus

I’ve been using Google Drive and its tools (Doc, Sheet, Slides etc) for every single thing, personal and work-wise. Often, I feel happy enough with its functions and don’t really bother checking out their add-ons as I don’t really want to be overwhelmed with all the coolness and get rid of it the next day 😀

But today I checked the add-ons out, because I’m procrastinating… 😛

EasyBib

This is going to ease up every writers’ nightmares: referencing. easybib.png

After a year of writing what seems like countless papers, I have learned by heart how to use APA reference properly. However, what I have still struggled with is looking for information about the book’s publishers and what edition to use.

EasyBib makes it so easy for me, all I need to do it dropping the book’s /  paper’s title to the search box, select the referencing style (eg: APA) and ta-da! the result appears and what’s left is just adding the bibliography to the doc. Too easy really.

Too easy!!!

(Tool is great, but don’t get lazy. Maybe it’s good to learn how to reference manually anyway! 🙂 )

 

Thesaurus

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This is another easy and super useful tool that I’ve just found. What I like about Thesaurus is it not only helps me find a replacement for the word I’d like to change but also gives me new words to learn. Way to go with my writing duties! 🙂

A nice EDM from AUT

I think I like this EDM because it looks like what I would write and how i would write it if I had to write it… hmmm.

 

QA-certified

AirNZ career quiz.

I was curious how this works…

Change-Orientation

When we analyse your answers we can see that you look at ‘Change’ in the same positive way that we do. We constantly have to reinvent ourselves to stay ahead of the game. Our business operates in one of the most competitive industries and in order to stay ahead of the game we need to adapt and change, especially to continue to deliver world class services to our customers. You will be exposed to challenge and change and be expected to go the extra distance to ensure we continue to grow. As no two days are the same here you will need to be adaptable, resilient and demonstrate an understanding both of our customers’ expectations and what it takes for this business to grow. We are constantly pushing boundaries to deliver what our customers want and we need you to be nimble and ready to take on challenges thrown at you. We feel that you have the hunger for challenge suited to our business.

Can Do Attitude

Your answers suggest you’re ready for the challenges that we will throw at you and that ‘Can Do’ means the same to you as it does to us. We need people like you – solutions focused with the attitude to help others without being asked. We think you would thrive in our environment as your answers suggest you will be willing to think on your feet and tackle just about anything that comes your way. We feel the fact that tasks and objectives are not always clear and straightforward will not concern you and the fact that our industry demands that no two days are the same will keep you challenged. The pace and pressure here means adapting to challenges with working hours and shift patterns often changing to meet business needs. Our people need to have unlimited enthusiasm for customers and are often put in pressurised situations, sometimes with limited resources. We feel that you have the can do attitude suited to our business.

Resilience

You clearly show the ‘Resilience’ that we are looking for. We need people like you. Competing in one of the toughest industries worldwide is hard work. Everyday throws new challenges and no two days are the same. As a result we need people like you who demonstrate an ability to deal with challenging situations and most importantly ensure our customer experience is enjoyed by millions of people worldwide. You will have to make decisions here which will directly impact our company our performance and our growth. We need people like you who can work under pressure whilst demonstrating a calm and optimistic approach. Our people need to have unlimited enthusiasm for customers and are often put in pressurised situations, sometimes with limited resources. We feel that you have the resilience suited to our business.

Challenge-Seeking

You definitely show us that your up to the ‘Challenging’ environment of Air New Zealand. Our company constantly reinvents itself to stay ahead of the game. Here you will be exposed to challenge and change and be expected to go the extra distance to ensure we continue to grow. As no two days are the same here you will need to be adaptable, resilient and demonstrate an understanding both of our customers’ expectations and what it takes for this business to grow. We are constantly pushing boundaries to deliver what our customers want and we need you to be nimble and ready to take on challenges thrown at you. Often these will involve you stepping outside your comfort zone, working under pressure and with limited resources. We feel that you have the hunger for challenge suited to our business.

Welcoming

Our business revolves around ‘Customers’ and whilst you have a good willingness to support us in this area there may be times that you feel you are doing too much. Our customer experience is synonymous with New Zealand and is enjoyed by millions of people worldwide. Natural, welcoming and with an uncompromising commitment to excellence. We need adaptable people with strong problem solving skills and a high degree of empathy and understanding. We need resilient team players, with great personalities, and a keen sense of humour to represent New Zealand with pride and passion. Our people need to have unlimited enthusiasm for customers and are often put in pressurised situations, sometimes with limited resources. We feel that you may want to consider these values against your needs before making your application.

Take the quiz yourself here: http://www.rightfit.co.nz/

Free online courses

I compiled a list of Massive Open Online Courses (MOOCs) for my own reference, and also for whoever wanting to learn out there.

UX and stuff

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Google Design Sprint Method and here.

MailChimp’s the UX reader

UX Myths

Product Design Sprint