Monday 5 September 2011

Communicator of the Week

Effective communication goes way beyond merely saying the right thing. In a world where we are all surrounded by, and bombarded with, a constant stream of news and commentary, well managed and timely communications is often far more impactful.

Earlier this week the showbiz world was rocked by a genuine revelation that, for once, hadn’t been trailed, leaked or spun in advance. The impact was huge and reverberated around the world via social networks at a speed and level never before seen.  The news is that the R & B singer Beyoncé Knowles, commonly known simply as Beyoncé, is pregnant. Many will scoff at my choice, believing that with world events such as ongoing conflict in Libya or economic uncertainty it is flippant to choose a millionaire singer from Texas as communicator of the week.

If you are one of those scoffing I would say, ‘stop’. Beyoncé and her team have shown immense discipline which ensured this was a real surprise; news is only news once which many in the public eye would do well to remember. They also chose their moment and implemented a set piece photo-opportunity with perfection. When Beyoncé ripped open her jacket, proudly rubbing her baby bump, news media had the perfect 10 second clip for their evening bulletins the world over. The fans went wild. This news heralded the most tweets per second recorded for a single event ever. A Twitter record, receiving 8,868 tweets per second. Making your pregnancy into a global event may be seen by some to be cynical but, in the world of show business, isn’t it all about putting on a show?

A glowing mother, a proud father looking on, thousands of screaming fans and news that is genuinely surprising resulted in Beyoncé maximising her good news for the good of her reputation and career (sales of her latest album rocketed). This is why I make Beyoncé Knowles my communicator of the week. 

*This blog was first published on Dale & Co.

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