8 reasons why word of mouth is so powerful

1.  People rate w-o-m as their most potent source of new business or reliable information. You know the scene: You are making a choice or dealing with an unfamiliar problem. You are not sure what to do. It could be a major purchase, or even just deciding what film to see. You ask a friend, […]

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The 6 key factors which influence your word of mouth

Different factors influence the potential word of mouth (w-o-m) capability of a situation. These six factors will shape your w-o-m will spread more significantly and extensively if there is a: Crisis – where your own individual well-being could be perceived to be at risk. Mission– the need for concerted effort to accomplish a major goal […]

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First word of mouth training for PR professionals by CIPR

Word of mouth is one of the most powerful forms of communications capable of determining or shaping an organization’s corporate reputation, and the next sale of your product or service. Yet most public relations professionals fail to harness it, or manage it. To address this challenge I am teaming up with the Chartered Institute of […]

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Do we need to rebrand the working class as ‘The UnChavs’?

I’m posing the question: ‘Do we need to rebrand the working class, with the concept of ‘The UnChavs’?’ Prompted by a holiday read of Owen Jones book Chavs: The Demonization of the Working Class the author has produced a good book, yet I feel misses some key points around communication, branding and memes – hence […]

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8 flexible and creative thinking tips for responding to ‘the riots’

The riots across the UK have shown the worst – and the best of people. The film of a young man being callously mugged on the street while being injured can make you despair of humanity. Yet, the widespread responses of people positively demonstrating their reaction to mindless destruction can equally warm your heart – […]

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6 lessons from the Egyptian revolution

What an experience having just visited and worked in Egypt, a country that is going through a political revolution. There were times when I thought I was going to die. I saw my life flashing before me, and thought this really was the end. But enough about being a passenger in a Cairo taxi! Seriously, […]

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Tedia Studies: why boredom is good for your creativity

My call for a new subject of ‘Tedia Studies’ to prepare students for the inevitable mundanities of life has deepened after reading a new major academic text, on boredom. Yes, wake up! The book was about boredom and this blog piece is highlighting how boredom can be good for your creativity. In his new text […]

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Friday 13th meme – could it be your campaign’s lucky day?

Today, I may have some good luck for you – there is a popular meme waiting to be further developed – which could help your campaign be even more effective. I refer to ‘Friday 13th’. Hollywood has already recognised the potential, with a series of blockbuster films using the date for their title. I reckon […]

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Squeezesteps: a tool for creative thinking and to make change happen

I have invented another new word: ‘Squeezestep’. The dictionary of the future will define a ‘squeezestep as: “Actively breaking down into smaller, more do-able, nudgeable or more compelling steps in any change you require others to take.” It implies there is an onus on anyone engaged with change within an organization or community to recognize […]

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