Authentic messaging

Authentic efforts to connect, either with an homogenous and disparate audience, or with individual influencers, are always going to be more powerful than an orchestrated public relations message or approved marketing channel.

Anything that is decided by a group or committee, that is then filtered through whatever corporate translation service that churns out dry and mundane messages is good for only one thing, generating “news” for news channels that only want to fill column inches of digital ink.

Measuring your success of a campaign to connect by digital ink column inches is a sure way to fail, but to fail whilst you feel good about yourself.