Blame the bogeyman!

January 13, 2010 at 10:10 am | Posted in social media | 8 Comments
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This is how some marketing managers see me. Photo by bbaltimore.

I’ve long found that when it comes to (internal and external) communications, fortune truly favours the brave.

Most clients take my advice to do bold and exciting new things. Yet some worry about their team’s reaction.

The most common backlash sources are:

  1. Fear of the new (by inflexible or incorrectly skilled staff).
  2. Loss of power or prestige (by letting a freelancer do the work of permanent IT, OD, QC, HR, PR, admin or marketing professionals).

To counter these anxieties, I tell my clients to blame the ‘copywriter bogeyman’. Something like:

‘If you think these ideas will meet resistance, put my name at the bottom of the page. That way, staff won’t resent you and I can duke it out with the naysayers for the entertainment of the go-getters.’

Some clients prefer to blame the bogeyman when change is needed.

Others involve their workforce from the outset.

Though I realise not every team is full of bright sparks, I naturally prefer the second approach. Especially if the client wants to get into something as people-centric as social media.

Consultation and collaboration also mean you get more brains working on this pivotal area.

And grass-roots movements have much greater force than top-down directives.

The bottom line is, I can work any way you want.

BOO!

Paul Hassing, Founder and Senior Writer, The Feisty Empire.

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