Updating News vs. Updating Image
If you read a lot of blogs you probably already know that most blogs are not kept up to date. Maybe not that surprising, especially given the low "cost of entry" into this area of publishing.
Unfortunately, "stale" blogs, or even websites, are not limited to personal blogs or pages. If you've been following my entry into blogging, you've probably already noticed it has been a week or so since my last entry. I'm sure you've also seen web sites where the news section is quite old.
If you think about it, you'll probably agree with me ... "stale" sites/blogs etc impacts your view of the publisher. Why then does so many organizations let their image suffer because of a lack of updates?
Let's face it. Writing content takes time. There are many reasons ... "Writers block", message complexity (even good writers can spend 2 days in writing the text on the outside of a direct mail envelope) ... but most often, a lack of commitment or time to even get started [again] is the major reason.
In planning communications schedules an organization must take their resources into account. Keep in mind it is easier to increase frequency of communications, should you find you have the additional resources, than it is to reduce frequency should your audience have gotten used to getting your updates on a regular basis.
So, instead of having a weekly or monthly newsletter, maybe a quarterly edition is all that is needed? Same with blogs ... if you are using this tool for a business purpose (please write me and tell me about your usage), then you might choose to publish once a week or every two weeks ... instead of trying to get something down every night? As for "News" sections of web sites ... do I need to say anymore?
From an integrated business perspective, poor communications planning is a problem. Why should your call centre have to tell a newsletter subscriber waiting for the issue "on her topic" ... the issue you promised would be out 6 weeks ago, that it could be 2 weeks or 2 months for all they know? "We're too busy..." Maybe? Hopefully not too busy to keep a promise!
What you promise is one thing ... how you deliver on this promise another. If you'd like to create a positive image of your organization, then overdelivering on a promise is a good thing. If you've promised a bi-monthly newsletter and then publish a "special - hot off the press" in between regular editions, then you probably score some extra "Image Points" with your audience. On the other hand, if you've promised monthly newsletters and then skip a month ... get the picture?
Let's overdeliver on our promises! You'll likely feel better than if you're always behind, and your customers will probably like it as well. The KISS principle ("Keep It Short and Simple" with variations) is a good guiding light ... if we can't keep it up to date, or overdeliver once in a while, then it's not short and simple anymore!!! If you can't keep it up to date, then don't add/promise it in the first place!
So, are you keeping your Image up to date?
Feedback Appreciated!
PS: I'll be back ... when I feel like it . Promise!
Unfortunately, "stale" blogs, or even websites, are not limited to personal blogs or pages. If you've been following my entry into blogging, you've probably already noticed it has been a week or so since my last entry. I'm sure you've also seen web sites where the news section is quite old.
If you think about it, you'll probably agree with me ... "stale" sites/blogs etc impacts your view of the publisher. Why then does so many organizations let their image suffer because of a lack of updates?
Let's face it. Writing content takes time. There are many reasons ... "Writers block", message complexity (even good writers can spend 2 days in writing the text on the outside of a direct mail envelope) ... but most often, a lack of commitment or time to even get started [again] is the major reason.
In planning communications schedules an organization must take their resources into account. Keep in mind it is easier to increase frequency of communications, should you find you have the additional resources, than it is to reduce frequency should your audience have gotten used to getting your updates on a regular basis.
So, instead of having a weekly or monthly newsletter, maybe a quarterly edition is all that is needed? Same with blogs ... if you are using this tool for a business purpose (please write me and tell me about your usage), then you might choose to publish once a week or every two weeks ... instead of trying to get something down every night? As for "News" sections of web sites ... do I need to say anymore?
From an integrated business perspective, poor communications planning is a problem. Why should your call centre have to tell a newsletter subscriber waiting for the issue "on her topic" ... the issue you promised would be out 6 weeks ago, that it could be 2 weeks or 2 months for all they know? "We're too busy..." Maybe? Hopefully not too busy to keep a promise!
What you promise is one thing ... how you deliver on this promise another. If you'd like to create a positive image of your organization, then overdelivering on a promise is a good thing. If you've promised a bi-monthly newsletter and then publish a "special - hot off the press" in between regular editions, then you probably score some extra "Image Points" with your audience. On the other hand, if you've promised monthly newsletters and then skip a month ... get the picture?
Let's overdeliver on our promises! You'll likely feel better than if you're always behind, and your customers will probably like it as well. The KISS principle ("Keep It Short and Simple" with variations) is a good guiding light ... if we can't keep it up to date, or overdeliver once in a while, then it's not short and simple anymore!!! If you can't keep it up to date, then don't add/promise it in the first place!
So, are you keeping your Image up to date?
Feedback Appreciated!
PS: I'll be back ... when I feel like it . Promise!
posted by RMB at 1:43 AM
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