Proof Point Communications LLC

Surgeon General Vivek Murthy delivers a master class in thought leadership again, this time tackling parental stress. Disclaimer: I'm not a huge fan of disassociated thought leadership. I have long said, if you have to call yourself a thought leader, you aren't. But in Murthy's case, the moniker is well deserved. In April 2023, as we were emerging from the effects of the pandemic, he addressed the growing issue of loneliness, a topic few were focused on but immediately recognized as a result of changing work arrangements and lifestyles. Now he's sounding the alarm on how social media, work demands and mental health/loneliness are overwhelming parents. Here's why Murthy's positions are able to break through and drive awareness and conversation: 1. Timing: He could have spoken about parental stress at any time of the year, but the message broke through this week because children are heading back to school, highlighting the additional stress that puts on parents. When you speak about something that is timely and relevant, you exponentially increase the likelihood of getting attention. 2. Bona Fides: Yes, he's the surgeon general with an obvious platform. But Murthy has uniquely leveraged his role to raise awareness and offering solutions for mental health issues that can feel less tangible -- loneliness, stress, etc. I don't remember any prior surgeon general using their perch so effectively. 3. Proof Points: As the founder of Proof Point Communications LLC, I have an obvious affinity for messages supported by facts. And Murthy does that effectively, using data to increase credibility and demonstrate the scale of the issue. 48% of parents feel overwhelmed regularly. BAM! 4. Solutions: He doesn't just identify the problem, tell you how big it is and shrug. He offers practical solutions across three paths: policies the government can implement; programs offered by schools, communities and normalized work schedules; and individuals who can help lighten the load for each other and admit when they need some support. 5. Consistency: I've now heard Murthy interviewed on PBS, CNN and NPR as well as read his The New York Times editorial and he said the same thing in every instance. He is disciplined yet natural, so he doesn't sound like he's memorized what someone else wrote. It's this consistency that enables messages to penetrate. Studies show people need to hear something at least seven times before it can be readily recalled. #thoughtleadership #messaging #narrative

How do you keep learning even when you're supposed to be an expert? I explored this topic in my latest Fast Company story. Making learning a priority for the whole team frees us leaders to perpetually learn as well. And these days, there are lots of online courses at universities, MasterClass and LinkedIn to make strides on your own. Thanks to those who contributed their insights to the story including Nicholas Donofrio, Shefali Salwan and Diane Holman, as well as my experience working for Reed Hastings, who always inspired with his thirst for knowledge. #learning #leadership #lifelonglearner

A sharp, tight narrative isn’t a nice-to-have. It’s a necessity.   Your company’s narrative is its North Star for both your customers, investors,  employees and more. If employees aren’t clear on that narrative, they’re going to have a hard time selling your product or delivering on business goals. Stakeholders need a clear sense of:  ▶ who you are ▶ what you do ▶ why it’s better than competitors ▶ where you’re headed.  A narrative is more than a story. It’s the Rosetta Stone to your business. The short-hand that creates focus, consistency and expectations necessary to succeed. Though it shouldn’t just be feel-good B.S. Your story needs to be supported by facts and start with your audience. What do they need to know about you?    “Stories are valuable because they create an impervious connection to the brand that’s hard to break. And a brand is so much more than a tagline or a logo,” University of Pennsylvania Professor Americus Reed told NPR. “It’s more of a meaning system. Brands are like flags. They tell the world who you are, or who you want to be.” So who do you want to be? Reach out to @Proof Point communications so we can help tell your best story. 

Should you ever describe yourself as a perv in a media interview? Rhetorical question here. I once had a CEO describe himself as “a math perv” to a business reporter. What is it about talking to reporters that causes even the most reluctant interviewees to have sudden diarrhea of the mouth? I’ve seen it time and again – as a journalist and a PR professional. As a journalist, I welcomed it, not so much as the in-house person supporting the interaction. In this case, it was a softball interview on STEM initiatives at the company. And most of what he said was right on point. But having been a reporter at Bloomberg and The Wall Street Journal, I knew no journalist could resist using that quote, perhaps even in the headline. So I spent the next hour negotiating with the reporter to avoid having those two words in print. If she expunged those words from memory, she’d get first crack at upcoming news. Everything else was fair game. Thankfully, she agreed. When I media train or prep executives, I start with understanding the differences between the role of the reporter and the role of everyone else you encounter. 💡 They are not your friends. 💡 They are not on your payroll. 💡 They have no interest in making you look good. In fact, the opposite will generate more interest. 💡 Unless you have a long, trusting relationship with a reporter, it’s critical to maintain your guard unless as the saying goes, “you want to see it splashed on the front page of the New York Times.” Reach out to hear about the media training we offer at Proof Point Communications LLC.  #mediatraining #ceos #pr

Organic social media marketing may cost you more than paid. Huh? Doesn't organic mean you're not wasting money on ads? Yup! But you'll be spending time on the creation and sharing of great content, and building your network to extend that content's reach and potential impact. As Benjamin Franklin said, "time is money." So does that mean you shouldn't bother with organic and just fund paid content? Not necessarily. Here's why: ➡ Whether organic or paid, great campaigns start with strong content. If your content can't get traction organically, it's unlikely to fare much better with paid support. On LinkedIn, for example, content and comments need to be thought-provoking and focused on business or professional development for the most part. That requires time and input from business owners/leaders. ➡ You need to build your network anyway. LinkedIn research shows 70% of people hired at companies had a connection there. The same logic extends to attracting clients. People are more inclined to hire those they know or feel they know than strangers. This requires your presence on the platform, not just ads pushed at people who don't know you. The more followers, the farther content will go toward reaching goals. ➡ Both approaches take time. Sure, organic only will take more time and effort than paid, but neither is a high-speed train to tripling business unless you spend a good sum to promote great content over a period of time. A number of LinkedIn experts, for example, suggest budgeting at least $5,000/month for months but much is dependent on business goals, how high is demand for your target audience and the price point of your goods and services. ➡ Forget the either-or scenario. Combine the two for the win. If a business devotes the time and money to grow organically and enhances that presence through paid, they will reach goals more quickly. Not quickly, but more quickly than doing either alone. I find myself having these discussions often, so thought I'd share some advice. What would you add? #digitalmarketing #socialmedia #brandbuilding #sales Proof Point Communications LLC