6 Lessons in 90 Seconds: What PR & Communications Professionals can Learn from IBM


Throughout the day, I am exposed to hundreds of messages organizations try to convey to their respective audience that ultimately fail to resonate.  What is going wrong? Why is it that brands, although capitalizing on a genuine intention to connect and engage, are failing to do so? How come some brands make it and other fade in despair? This, along with tens of other question marks hover over my mind while trying to understand the different W’s.

Two articles I read today unveiled some of this ambiguity and put things in perspective. The first article appeared on Media Bistro   (http://www.mediabistro.com/alltwitter/internet-day-stats_b41621) summarizing the current digital landscape through an interesting Infographic. The main finding of this research suggests the following:   Each day, an average of 139,344 new websites go live, an incredible 144 billion emails are sent and received, 500 million people log into Facebook, hundreds of millions of tweets* are written and exchanged, and, perhaps most amazingly, 60 hours of new video are uploaded to YouTube every single minute.

I will leave you with the above insight for a moment and share with you the second article. IBM capturing million views in just one day and more than 2 million the day after, for a demonstration of the future of atomic memory.  The World’s Smallest Movie (and was so certified by the Guinness Book of World Records) introduces us to a breakthrough that may not have had the chance to be recognized beyond the closed scientific circles.

The above cemented my belief that in such a congested digital highway the only way to make a breakthrough is through the power of simple messages. IBM case taught me 6 lessons pertaining to the art of simple messaging that I would like to share with you:

  1. Make it short: IBM didn’t need more than 90 seconds to tell a complicated yet an enticing story
  2. Make it simple: Simplicity makes beauty and get you to far places. Guinness Book anyone!!!
  3. Make it Entertaining: If such a complex scientific theory can be fun and entertaining, then what cannot be?!
  4. Drop you jargon: IBM scientist didn’t flex their semantic muscles in promoting their achievement
  5. Know your WHY: IBM’s “making science interesting to the world” motto set the modus operandi
  6. Be audacious: IBM’s ability to experiment and explore the potential of new kinds of  content allowed for glowing creativity




About rogerjabaly

A true believer in communications as a vital discipline to lead organizations in the 21st century and the fact that "One cannot not communicate". Appreciate simple communications strategies that can actually be implemented and enjoy monitoring social behaviors. Avid reader, Judo player, Optimistic by nature, husband and father
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