Writing press releases specifically for the web

The mark of a good professional is one that keeps up on new trends in their industry, reads and follows the examples of others who have integrated new ideas into their craft. In my following other PR blogs, I came across what I think will truly revolutionize media relations.

In proposals made to our client, the EQAO, we've been pushing consideration of reaching out into the blogosphere and towards the growing number of opportunities to spread news virally. What do I mean by virally? By getting bloggers and reader-driven news sites like Newsvine to carry a story, there are enormous opportunities for the same story to be covered elsewhere on the net. Press releases tagged with markers for Digg, De.li.cious, and other social book markers mean that a communiqué's place on the net can help boost search engine rankings and give coverage where traditional media may not. What's another benefit of social bookmarked news? In the case of Digg, after you submit content, other people read your submission and Digg what they like best. If your story rocks and receives enough Diggs, it is promoted to the front page for the millions of visitors to see. Digg bookmarks placed on your release will lead over to the Digg site and as you can imagine, increase your story popularity. Every person can digg (help promote), bury (help remove spam), and comment on stories.

Here come's the problem: The average attention span of an internet reader or a journalist researching a story on the net is very short. You have even less time to convey a message than you would in a traditional release. Online types want the ability to quickly get a sense of the story. They want to be able to leave comments on the spot and if possible, access relevant video and audio clips as well.

In comes the new template for social media press releases.

As you can see from the example here provided by Shift Communications (click the image to see an enlarged version), the new template takes a very different look.

Starting with your headline (as in traditional releases), you need to have a message that quickly grabs the reader's attention. From there, lay out your essential points of why your story is newsworthy. Preferably, this should be laid out in bullet form. This is where the internet communiqué differs from its traditional cousin. In traditional releases, you need to convey a story. On the internet, you need to make your release sound like an ad: punchy, to the point, and eye-grabbing.

Your next step is integrating De.li.cio.us, Digg, and RSS news feeds over to your site. I've discussed why Digg and De.li.cio.us tags are needed, but why RSS feeds? Here's the beauty! Wouldn't it be great if bloggers and the media knew about your next release the moment it came out WITHOUT you having to call or email them? That's what an RSS feed can do.

After your tags, the internet press release allows you to include video clippings, b-rolls, or the specific photos you would like highlighted. No need for a would be journalist to contact you for photos! They can simply download the photos you provide. Other multimedia items or ''downloadables'' can be included as well.

Finally, and what I find as the most interesting is that the new template only then encourages quotes from a client and other statements relating to the story (explanations). In traditional releases, these are placed throughout.

Varying versions of the social media press release are out there. At EQAO, video b-rolls are integrated into the press release in a number of instances- changing the format of releases themselves (click here for an example EQAO release). The results have spoken for themself. Through effective monitoring, Action Strategies found that TV stations throughout the province of Ontario used the pre-developed video clips of the agency. This meant that EQAO's message went out exactly as desired with visuals wanted as well.

With the help of Action Strategies, EQAO is demonstrating the power of news releases and the internet.
_________________________

Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Marketing Communications, Public Relations and Public Affairs Consultantcy. Make sure to contact him for advise on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing an internet media relations campaign. You can view his website at www.actionstrategies.ca.

10 Copy Writing tips for the Web

Writing for the web is a challenge. You need to juggle writing that drives a message with delivering copy that catches the attention of Google, Yahoo, and MSN Search. While in total, there are 20 principles to web writing, here are the first 10:

1. Tight writing - not bad writing. Watch your syntax! :)

2. Copy of about 600-800 words is better for SEO and catching the long tail of search.

3. Title – Subject – Support, in that order, like subject, verb, object.

4. Titles should be snappy and informative – clickable, but clear.

5. Leads (first sentence or paragraph) should get to the point. Tell the reader what the article's about first thing.

6. No fancy, wordy intros where it's not clear what you're talking about.

7. Information beats fluff every time. Pretty is for books and newspapers (and only sometimes).

8. Information does not beat style every time. Style keeps people awake.

9. Sans serif fonts are easier and faster to read on computer screens.

10. White space is awesome – even better than big, pretty pictures.

Well, there you have it! For more tips, contact Action Strategies...I've got 10 more for those interested!
________________________________________________________
Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Marketing Communications, Public Relations and Public Affairs Consultantcy. Make sure to contact him for advice on effective marketing writing and copy writing. You can view his copy writing services website at www.actionstrategies.ca.

My God...in all this time, no talk of Press releases!

You know...it's come to my attention that all this time, I may just have skipped over one of the basics of PR...writing a press release. Well, without further adieu, here are the principles:

1. Follow the standard structure

Starting with a powerful headline, use power-words to add excitement to your release. The first line of your release should be the most impressive and informative. Starting with the date and location, the first line should give just the right amount of info to trigger the reader to read on.

Follow it up with a brief and powerful description and supporting paragraphs answering what, when, where, why, who and how questions. Give relevant quotes to highlight some of the important elements. The closing paragraph should summarize and restate the entire contents of the release. Give the "about us" section in the end.

2. Avoid fancy language; be direct for the reader

The press has a very short attention span. Write short and easy to understand sentences. If you get stuck, keep a good press release in front of your eyes while framing yours, this will help you stick to the structure and give you more ideas. Do not forget the sources of the facts that you mention. Also, don't be afraid to use quotes.

3. Provide relevant contact info at the end

Give complete contact details at the end of the release. Include name, email, phone number and mailing address if required. Remember that some of the journalists will take info from your website.

To give you an idea of some of the work I've done for clients and former employers, here's an example ''traditional news release'' you can click on to see for yourself.


_________________________

Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Marketing Communications, Public Relations and Public Affairs Consultantcy. Make sure to contact him for advise on reaching audiences you may or may not have yet considered in your marketing communications campaigns. You can view his website at www.actionstrategies.ca.

Ottawa's Latest Movers & Shakers Magnified

As with last month, Fred Sherman of Fred Sherman Communications is adding his comments on some of the inside movers and shakers in Ottawa. Here's some of the most recent scoops in who's moving where:

Government relations stakeholders await the four investigative reports recently forwarded to Treasury Board President Vic Toews by Lobbyists Registrar Michael Nelson. The reports, which have to be tabled in Parliament within 15 days of receipt, cover lobbyist Neelam Makhija's activities vis-a-vis funding under the Technology Partnerships Canada program.

And the Government Relations Leadership Institute is hawking half-day advocacy improvement courses for next May. Their speakers include Scott Thurlow and Huw Williams of Impact Public Affairs, former MP Joe Jordan, and former Privy Council employee Barbara Campbell.

Fred Sherman
Fred Sherman is Principal in Fred Sherman Communications, a PR and Political Consultancy based out of Ottawa. Fred Sherman Communications is a partner firm with Action Strategies
_____________________


...as a note to those in the know, GRIC offers seminars every year. In my own opinion, their courses offer merely the basics. These people will be some of the more prominent people in Ottawa Action Strategies and its Magnifiers will be watching.

Mark Buzan
_______________________
Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.

The How-to's of Commissions, Consultations, & Committees

The challenge of presenting before a commission or committee is ensuring that your message stands a reasonable chance of being adopted. Witnesses must make the best of their testimony. They must get an edge over other groups which compete for the ear of the member. Expert witnesses are not necessarily expert communicators. While many preliminary steps are required to get ready, the following “last minute checklist”, conducted just prior to appearing, might help you take your message to the Hill.

Whether it is to present a case on a fact-finding enquiry or to be embroiled in debate on the merits or costs of clauses in a bill, committees enable Canadians to intersect the policy and legislative process. Parliamentary committees are also the place where members truly roll-up their sleeves to delve into the issues.

Of course, all public policy advisors would agree on one key point: that to influence the policy-making process its best to get in at the earliest stages. This confirms the importance of the constant flurry of departmental consultations, caucus briefings and private one-on-one meetings between parliamentarians and groups. Still, parliamentary committees are unmatched in channelling Canadians’ views to government.

There are other compelling reasons for witnesses to enhance their committee performance. A committee visit may involve managing media relations; testimony may be of interest to ministers or regulators; what is raised at committee could become an issue in Question Period (which is particularly significant for public servants). If CPAC is covering the hearing, a witness is also communicating to a national TV-audience. In short, a committee appearance can be a linchpin for broader communication efforts. (This explains why groups may use committees to table fresh research or announce new initiatives.)

Effective testimonies can also hinge on whether a relationship has been developed with members or those in the bureaucracy who may have organized the consultation process. Witnesses that just blow into town for one meeting, drop their testimony and leave risk being marginalized. Seasoned witnesses rarely air their solutions with members for the first time at the committee table. Working at the constituency level, for instance, helps familiarize members to the issues. The rule of thumb for witnesses appearing before committees is tailor your strategy.

Also crucial is finding additional partners with whom which you could partner, double up, or reciprocally further back a position. As mentioned in Corridors, Action Strategies' Government Relations Newsletter, we've been working with a national trade association looking to present before Quebec's Energy Efficiency Agency. Crucial to this process has been identifying partners and determining the relevance of the message we have to offer.

In future postings, I'll get more into detail on the make ups of committee hearings and how they can be best leveraged.
_______________________
Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.

How I go after link strategies to market clients

Wikipedia defines Link exchanges as a practice of exchanging links with other websites. There are many different ways to arrange a link exchange with webmasters. The simplest way of doing it is to email another website owner and ask to do a link exchange. Also visiting webmaster discussion boards which offer a dedicated link exchange forum where webmasters can request a link exchange be it of a certain category or open to anybody.

Link exchange has been a long time practice by website owners since the beginning of the web. In the last few years (after year 2000), this practice has gained more popularity as search engines such as Google started favoring sites that had more links in the rankings. This system was very accurate at gauging the importance of a website when it first started, leading to the popularity of Google.

Personally, one of my favorite means is monitoring blogs, newsgroups and a clients' linked-in sites via Alexa.com. Additionally, there are more and more resources out there for PR professionals such that Action Strategies can hit a broad range of numerous websites in a fast period. To clarify, the need for PR practioners in the internet age has never been clearer.

Just as in traditional PR, I pride myself on building a rapport with the webmasters of websites I know would benefit a client should a link be placed on their site. The message has to be clear to them, nonetheless. There needs to be a real interest placed in the mind of the webmaster as to why a link to your site is beneficial.

If there's to be any doubt as to the value of reciprocal linking, check out Alexa.com's report on EQAO. Impressive to say the least! Nearly 120 sites linking in and Action Strategies will be increasing that number!

Be forwarned, this strategy is not for the faint of heart. It takes time and consistent monitoring. For advice on implementing your own link exchange strategy, consult a PR consultant. Action Strategies can advise you on the best methods available in building a ''buzz''on the internet and raising your link-ins.
_________________________

Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Marketing Communications, Public Relations and Public Affairs Consultantcy. Make sure to contact him for advise on reaching audiences you may or may not have yet considered in your marketing communications campaigns. You can view his website at www.actionstrategies.ca.

The key to Magnfied PR? Identifiy Your Targets!

My most recent assignment with the EQAO (Education Quality Accountability Office) has re-enforced what I have long believed about targeting the right message to the right audience. In fact, this experience has helped me prove a long held point that understanding, identifying, and analyzing groups of people you wish to motivate or influence is so critical.

With EQAO, we're learning that our target audience, teachers, receive their professional development information in different formats. Additionally, they don't always receive all government information via their own professional associations and unions.

So, what's been needed? Working on a thorough marketing plan, I have advised EQAO to break it's communications efforts into three sub groups (more detail will be following as I can't get much further in detail right now). Each of these groups has similar yet varied interests. Equally, they receive their information from and place greater credibility with varying sources of information.

By communicating with these groups on a one-to-one basis and laying out an analyzed calendar of events, we are well on our way to saving EQAO enormous amounts of time and money in advertizing efforts. Moreover, we're continually growing their subscriber lists to an upcoming newsletter targeted to teachers.
_________________________

Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Marketing Communications, Public Relations and Public Affairs Consultantcy. Make sure to contact him for advise on reaching audiences you may or may not have yet considered in your marketing communications campaigns. You can view his website at www.actionstrategies.ca.

Action Strategies' Newest Magnifier Partner

Fred Sherman
Principal - - Hill Solutions
Influencing Future Outcomes

Fred Sherman is an Ottawa-based writer, political strategist and community entrepreneur whose work has taken him around the globe. He has commented on political and social issues in various print and broadcast media, including an internationally televised social commentary segment.

Fred has served in Senior Communications capacities in several government departments; most recently as Director of Communications and Legislative Affairs for a federal Ministry. He has worked on a variety of national scale projects including various House of Commons Canada-wide Public Consultations, the Department of National Defence's Year 2000 National Contingency Planning Group, and the Public Service Commission's and Treasury Board’s Employment Equity Positive Measures Program.

Since 1997, Fred Sherman has owned and operated Hill Solutions, a strategic political communications consulting venture. Fred's own site can be found at Fred Sherman Communications.
_______________________
Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.

Fred Sherman's Magnfier Report: New Movers & Shakers in Ottawa

From my last post, I mentioned that Fred Sherman of Fred Sherman Communications will be working with Action Strategies in giving readers of Corridors and this Blog some insights into some of the newest movers and shakers on Parliament Hill.

Mark Buzan, Chief Magnifier
Action Strategies
_______________


Here's an insight of Parliament's most recently placed senior staff:

Maureen Murphy-Makin is the chief of staff to new Justice Minister Rob Nicholson; while William Stairs continues in his job with new Treasury Board Minister Vic Toews. Chris Froggat is chief of staff to Environment Minister John Baird, and Michelle Austin remains chief of staff to Industry Minister Maxime Bernier. Anthony Salloum, former senior political aide to one-time NDP leader Alexa McDonough, will continue working around the Hill, but now as program director of a new think-tank, the Rideau Institute on International Affairs.

Even the Canada’s Chief Electoral Officer, Jean-Pierre Kingsley is stepping down to take a post as president of the International Foundation for Electoral Systems in Washington, D.C. Amongst those in attendance at his farewell reception were lobbyists Tim Powers and Kim Furlong.

Fred Sherman
_____________________

These people will be some of the more prominent people in Ottawa Action Strategies and its Magnifiers will be watching.
_______________________
Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.

Scheduled podcast - Relationship building and Government Relations in Canada

For those who weren't already aware, Action Strategies has launched a new series in podcasts. Please stay tuned as this week, I'll be interviewing Fred Sherman of Fred Sherman Communications. Fred was a long time assistant in various Ministerial offices during the Chretien and Martin years.

Together, we'll be talking about the challenges and techniques Government Relations professionals face in dealing with a Conservative government as opposed to nowadays under the Conservative government's accountability act.
_______________________
Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.

Oh cheez...I almost forgot! Action Strategies is moving!

As of the end of February, Action Strategies' long-known domain name of www.action-strategies.ca will no longer be in operation. As will my email address of mark@action-strategies.ca.

Experience over the past two years has shown me that the addition of the hyphen only complicated matters. In it's place, Action Strategies' new home will be found at:

http://www.actionstrategies.ca

Additionally, you'll need to reach me by email at: mark@actionstrategies.ca.

The old domain will remain in place and registered with Action Strategies but will eventually forward visitors over to the new site.

Using bloggers to leverage marketing and build a buzz

Ok, so we've all heard about blogs and their power to influence opinion. Hopefully, if you're reading this blog, you've got an interest in how to commercially apply this new social medium...one that allows readers, publics, targets, prospects, etc. to give you instantaneous feedback.

So yada yada yada! What does this really mean? What this means is that with the ability to have comments posted by interested publics, your web content has the capacity to remain constantly fresh. By extension, this means the potential to increase the visibility of your online PR and presence also goes up.

On a wider scale, PR practitioners are cluing in on this possibility. For example, as a publicist, I can research a vast array of blogs that exist in the ''blogosphere'' and with a carefully coordinated campaign of emailing the blog authors or posting message responses to their posts, the possibility of initiating a viral marketing campaign really becomes impressive. There are tools out there that allow individual entrepreneurs and association executives the option of doing this work themselves. In reading a post recently from another PR professional well known in the US, it was suggested that one should subscribe to google news via blog posts for leads of where to respond.

While this offers one option, I can't help but think that the process is overly burdensome for the average person in terms of the time commitment required to reach every single blogger who could have enough impact.

At the risk of sounding self-serving, I would venture that this task would be better pawned off to a professional. On numerous occasions, I've used blogs and bloggers as an avenue to promote clients or a cause. Most often rather than not, blog posts are more likely to first appear in media-monitoring search engines. Moreover, a good publicist takes the time necessary to build appropriate lists of bloggers with which a dialogue and relationship can be established.

Imagine if you will, a buzz being developed on another site that talks about your services or what's going on with your website. Pretty exciting, no? What's best is that blogging public relations can often be monitored in close to real time.

_________________________

Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Marketing Communications, Public Relations and Public Affairs Consultantcy. You can view his website at www.actionstrategies.ca.

Podcasts...What are they & why do I need them?

In my view, Podcasting offers professionals the opportunity to literally skyrocket their credibility and reputation with their clientele and prospects. As said in the Magnifier newsletter, imagine if you will the creation of your own downloadable radio show. With the properly attracted crowd, the quality of the information you provide in a more easily followed form than written form is very powerful.

But concretely, how can professionals, organizations, and associateions leverage this newest tool on the internet block? In terms of Public Relations efforts, podcasting is truly incredible.

My favorite example is one that I have been using most frequently: trade shows or conventions. Imagine if you will, the trouble most go through in making their presentation and booth a success. Months can go into the details and building of momentum only to have an anti-climatic deflation of buzz the day after the convention.

Not following me? Take for example, the work that goes into building the appropriate marketing material, booth and driving media attention to your offer. A good publicist can drive up awareness and develop good public relations because there is something big forthcoming. However, once the event is done, what left is there to report?

Podcasting allows organizations the opportunity not only to report via audio OR video the happenings of the trade floor show, but also leverage all that buzz AFTER the event. For example, by encouraging prospective members and/or media who could not attend to subscribe to the podcast, one allows them to experience the event for themselves and at their convenience. The podcast allows you one more kick at the can in terms of driving awareness and credibility.

One other example

Let's say you run a business with a very long sales cycle. Most often, consultants or businesses with very specialized and more expesive lines of services fall into this category.

Credibility and reputations are everything! Trust can only be built up over a long period of time.

With podcasting, you are afforded the opportunity to provide a very select form of information to a niche and build regular communication to it. With such a direct channel going to such a select audience, your public relations efforts a bound to pay off.

_________________________

Mark Buzan is the Principal and Chief Magnifier of Action Strategies, a full service Marketing Communications, Public Relations, and Public Affairs consultancy. You can visit his new website at www.actionstrategies.ca

Who is Wajid Khan?

Who is this new guy to join the Tory caucus?

The truth about Wajid goes back some time. In truth, I wonder why he ever was a liberal before hand? During my time in the office of Jason Kenney, Wajid was an active promoter of the Stockwell Day leadership cause (round number one) for the Canadian Alliance...yes, you heard it...the Canadian Alliance!

In this odd environment however, I suppose anything goes! Wajid offers the tories some breathing room...for the moment. His cros over to the other side of the floor could perhaps signal some more emboldeness for the government. Rather than gather more than one opposition party, it's possible that only one party at a time will be needed to keep them affloat. Interestingly enough, this same ''stability'' could also be used to the opposite.

For example, let's say one party over the other becomes a target by the conservatives. In shrewd political terms, it becomes easier for the tories to lay the blame of an election on the Bloc, Liberals, or even the NDP! Time will only tell. For now however, the tories have Wajid. Will this man have the considerable influence over foreign policy as predicted in the media? Here are a few snippets describing his background:

Wajid Ali Khan is a Canadian businessman and politician, representing the riding of Mississauga—Streetsville for the Conservative Party. He is also the special advisor of the Prime Minister of Canada for the Middle East and South Asia. Khan served as an officer and pilot in the Pakistan Air Force from 1966 to 1973. He took part in the India-Pakistan war in 1971 as a MiG-19 fighter pilot. He was shot down during one of his missions and spent some time as a Prisoner of War.

He moved to Toronto, Canada, in 1974. Since then, he has emerged as a prominent voice in the city's Pakistani and Muslim communities of the city. Prior to his election, he was the President and CEO of the largest automobile showroom in Canada, that of Dufferin Mazda. He can still be heard advertising for his dealership regularly on the FAN 590 morning Radio Show in Toronto.

Khan supported Paul Martin for the Liberal Party leadership in 2003. He was elected with over 50% support in Mississauga—Streetsville in the 2004 federal election, defeating Conservative Nina Tangri by nearly a 20 percentage point margin.

Along with Yasmin Ratansi, Khan is the first Muslim Member of Parliament (MP) to be elected for the Liberal Party. Rahim Jaffer, also a Muslim MP, had been elected for the Reform Party in 1997. Interestingly, Khan voted against the government's same-sex marriage bill on June 28, 2005.

Khan was re-elected in the 2006 federal election, defeating Conservative Raminder Gill by an 11 percentage point margin. Since his reelection, he has been appointed Associate Critic for National Defense, and most recently Associate Critic for Treasury Board. Khan initially supported Joe Volpe in the 2006 Liberal leadership campaign, and later joined Volpe in throwing his support to Bob Rae.

He was appointed as special advisor to Prime Minister Stephen Harper for the Middle East and Afghanistan on August 8, 2006. Khan has emphasized the non-partisan nature of his appointment, noting that he sought and received the approval of Liberal leader Bill Graham prior to taking on the responsibility.

Any thoughts?
_______________________
Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.

The Low Down on the Federal Cabinet Shuffle

There are a number of notable changes to the federal cabinet that government relations practitioners should heed:

Rob Nicholson moves from his prominent position as House Leader towards becoming Minister of Justice and Attorney General of Canada. He takes this position over from Vic Toews who is now President of the Treasury Board. Many pundits are crediting this shuffle as a means of preparing the government for the coming federal election likely to be this Spring. While being a strong Minister, some have suggested that Vic would be better placed in a portfolio with less media attention.

The Senate's Marjory LeBreton takes on additional duties as Secretary of State (Seniors), in addition to her responsibilities as Leader of the Government in the Senate.

Moving from the Immigration portfolio, Monte Solberg becomes Minister of Human Resources and Social Development, taking over from Diane Finley. In this instance, a true shuffle has occured as the two ministers are swapping portfolios. Diane Finley now becomes Minister of Citizenship and Immigration.

Peter Van Loan becomes Leader of the Government in the House of Commons and Minister for Democratic Reform. He fills this position after Michael Chong left a void in the Harper Cabinet. You may recall that he was the junior Minister who left in disagreement with the government's stance on declaring Quebec a nation within Canada.

FINALLY....there was no surprise in the announcement that Rona Ambrose was moved out of the Environment portfolio. Long embattled and not well supported by the PM, it was becoming more and more evident that the Conservatives needed to put a new face on this portfolio as public pressure for a new environmental position presented itself. Rona now becomes President of the Queen’s Privy Council for Canada, Minister of Intergovernmental Affairs and Minister of Western Economic Diversification. In her place, John Baird becomes Minister of the Environment.

Ministerial changes haven't been the only shuffle to watch. For the first time, the Prime Minister has decided to add a new category of minister: the Secretary of State. A sort-of cross between a Minister and Parliamentary Secretary, the newly appointed Secretaries of State will be members of the Ministry and will be bound by Cabinet solidarity, but will not be members of Cabinet (Senator LeBreton will remain a full Cabinet Minister). Each will attend the meetings of the appropriate Cabinet Committee, in light of his or her responsibilities. Each of the Secretaries of State has been given a specific area of responsibility, in order to assist one or more Ministers consistent with previous Canadian practice and the practice in other Westminster governments. Secretaries of State will discharge this role in a number of ways, including:

•representing their Minister, or the Government, at events;
•meeting with stakeholders and other groups;
•demonstrating policy leadership on one or more specific initiatives relating to their assignment, and at the direction of the responsible Minister; and
•appearing on behalf of their Minister in Parliament and before its committees as may be required.

Unlike Ministers, who will remain full members of the Cabinet, Secretaries of State will not be members of the Cabinet. (Senator LeBreton will remain a full Cabinet Minister). However, each Secretary of State will attend meetings of a Cabinet Committee, in keeping with his or her specific areas of responsibility.

As members of the Ministry, Secretaries of State have been sworn to the Privy Council. They will be bound by Cabinet solidarity, and will be bound to respect Cabinet confidences. Ministers will remain fully accountable for the powers vested by statute, and for the direction of government departments and agencies within their respective portfolios.

For a list of the new Secretaries of State, email me at my new website contact page: www.actionstrategies.ca

_________________________
Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.

Merry Christmas and a Happy New Year!

While my regular posts have been ''business type'', I'm hoping all of you out there have been able to take a moment aside to appreciate the finer points in things. Namely; family, friends and the companionship of those you love. Until my next blog to all of you, my best wishes to all for a happy holiday season!

Stay safe!

Mark

This month's department profile: Canada Border Services Agency

The CBSA administers more than 90 acts, regulations and international agreements on behalf of other federal departments and agencies, the provinces and the territories.

Among them are:

* Agriculture and Agri-Food Administrative Monetary Penalties Act
* Canada Agricultural Products Act
* Citizenship Act
* Criminal Code
* Customs Act
* Customs Tariff
* Excise Act
* Excise Act, 2001
* Export and Import Permits Act
* Feeds Act
* Fertilizers Act
* Fish Inspection Act
* Food and Drugs Act
* Health of Animals Act
* Immigration and Refugee Protection Act
* Meat Inspection Act
* Plant Protection Act
* Proceeds of Crime (Money Laundering) and Terrorist Financing Act
* Seeds Act
* Special Import Measures Act

Since December 2003, the CBSA has been an integral part of the Public Safety Portfolio, which was created to protect Canadians and maintain a peaceful and safe society. The President of the CBSA reports directly to the Minister of Public Safety and Emergency Preparedness Canada (PSEPC) - Stockwell Day, and controls and manages all matters relating to the Agency. Alain Jolicoeur is the President of the Agency.

Ok...so you may be thinking so what?

In an era where trade is ever more dependant on free flowing borders, those who monitor Ottawa would be wise to pay close attention to the agency. In fact, if one pays any attention at all to what's going on in world trade these days, security appears to be topping the list in terms of legislative priorities here in Canada and in the US. In political terms, the Conservatives are pressed to show that they can deal with the Americans and move their trade issues ahead in Washington. For this to happen, Minister Day needs to show that security is a Canadian priority.

It's a juggling act that I wouldn't wish on too many. That being said, for the practice of government relations, where there are juggling acts...there exists a definte need to add finesse and skill. CBSA is holding a series of consultations. Three of the current consultations are as follows:

Border Commercial Consultative Committee
Provides CBSA officials and commercial stakeholders with a forum for dialogue on Canada's border operations. The purpose of these consultations, in general terms, is to promote mutually beneficial collaboration between the CBSA and the Canadian commercial trade community on border matters to the benefit of Canada, the Canadian economy and Canada's trade sector. The committee's most recent hearing was on May 9, 2006.

Canada Border Services Advisory Committee
Provides independent advice and serves as a sounding board on major trends and developments that may affect the management of Canada's border, as well as the priorities, business and operations of the CBSA. The committee's most recent hearing was on April 26, 2006.

Fairness Initiative
The CBSA has launched a consultation process to ensure that Canadians and visitors to Canada are treated fairly and can expect to receive the best possible service when crossing the border and in all other dealings with the CBSA. This Initiative includes a series of proposed commitments on how people should expect to be treated by the CBSA. The CBSA will start consulting immediately with clients and stakeholders, including members of the Cross-Cultural Roundtable on Security and Ethno-cultural communities, in order to obtain their feedback. These consultations will be conducted across the country until the fall. The CBSA wants to ensure its clients' views and perceptions are taken into consideration in the development of a comprehensive, unbiased and transparent Fairness Initiative.
_____________________

Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.action-strategies.ca and dropping down the newsletter menu.

Story telling for NGOs: The key to winning GR success

By Jennifer Bradd

Today, it seems everyone is telling stories: on talk shows, on the Internet, and for hours and hours with cheap long distance rates. Missing from this information cacophony are the voices that sing the stories of the people who are working for a common good in the charitable sector.

Whether your charity advocates human rights, solar-powered energy, or affordable social housing, you play a vital role in Canada’s economy and contribute to the development of our civil society. Here are four reasons to make a commitment to telling your charity’s story:

To put (and keep) your issue on the public agenda.

Education is the key to raising public awareness about any issue. People cannot act until they care about something. They will not care until they’re informed. Telling the story of your issue or organization is the first step to engaging the public’s interest in it.

To build support, attract members and increase donations to your cause.

By telling your story, you will attract new donors and tap into new networks. You will be educating people and then empowering them to take whatever actions are needed to help you reach your goals: volunteering, writing letters, writing cheques....

To increase the credibility of your organization.

Name recognition will give your organization credibility. People repeatedly return to what they are familiar with, so ensure that they are familiar with your name, slogan, logo and purpose. Share your stories in newsletters, on your website, with reporters and with people in line at the grocery store!


To make sure your story is told in your words.

You are the best person to tell your organization’s story—you have the passion, you
know the facts and you know how you want your listeners to respond. Being proactive,
telling your story before someone else does, will put you in a much stronger position to achieve your organizational goals.
_____________________

Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly public affairs newsletter by visiting www.action-strategies.ca and dropping down the newsletter menu.

The Value of Conducting a Communications Audit

In some instances, usually larger organizations, communications audits can even aim to get the pulse of what employees or members of an association generally feel about the efforts made to communicate with them.

For example, if your organization is above 50 employees, are you aware of your employees' overall impression is of the direction of the company? If you're a non-profit that's looking to make a difference in fundraising dollars or motivate
government, what impressions do the public or your members hold of your executives or even your image?

Failing to grasp whether your communications and PR are in touch with a brand image will likely mean a publicity campaign will be off it's mark. If your marketing collateral isn't the right tool for the job of creating new sales opportunities, then it doesn't matter how pretty it is, or how much it cost to produce. It just won't get the job done efficiently.

You're Only As Good As Your Tools

And a communications audit can tell you just how good your tools are. Before going into any campaign or even a communications plan, I've recommended organizations review these important pieces of their brand and the public relations efforts:

First: Conduct interviews with your staff to review current challenges, perceptions, and infrastructure in place to accommodate effective membership and external communication

Second: Development of a membership or customer survey

In these instances, Action Strategies usually undertakes the mailing, follow up, and tabulation of results to determine satisfaction and overall perception. It's usually recommended that at least 25% of your base should be surveyed. Your top twenty media outlets, target publics and/or key government contacts of relevance to your issues, (creating a random list) need to be interviewed on their perceptions and the effectiveness of your communications to them.

Third, I believe it is essential for a complete audit of your internal and promotional materials (web, print, etc.) be conducted to ensure consistency with your brand.

While these cover the basis http://www.blogger.com/img/gl.spell.gif of a communications audit, they should not be considered exclusive. Like any marketing or PR campaign, there are rare times when a cookie cutter approach can be applied. Over the years, I've developed an approach that is more in depth and thorough. I invite you to drop me a line and leave your comments here for others to see as well.

Happy auditing!
_____________________

Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly PR & marketing tips newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.

This Website Sucks! How to turn your website into a brand builder.

By Tara O'Doherty
Principal, User Experience Practice

Yes, it is true that the Canadian digital marketing field has evolved greatly over the last five years, but we are still two-to-three years behind the US and Europe on the creation of usable and profitable interactive environments. Why is this the case? Two reasons - first, we are not optimizing our user experiences and secondly, usability integration as a method & process are still being perceived as expendable in Canada.

The good news is that there are two guiding principles that one can integrate in order to guarantee a successful and usable interactive experience. These guidelines are applicable for all interactive environments - whether it is an intranet, IVR, ITV, or mobile environment.

Success Guideline #1: Ensure that all of your development cycles, no matter how big or small, include the expertise of a true User Experience Expert (a.k.a. Usability Expert).

Now, don't panic, this is not going to cost you a fortune nor will it eat up your schedule. There are a variety of methods that your usability professional may recommend - and to be honest usability testing is not always the right answer. User experience methods include, but are not limited to: requirements gathering, persona/usage scenario development, user interface structure development (information architecture and wireframes), heuristic evaluations (a.k.a. Expert Usability Reviews), in-situ (field studies), and usability tests.

The key learning from this first guildeline is to understand that a true Usability Professional is not also a creative designer nor a programmer, or my personal favorite - someone who went to one Jakob Nielsen seminar last spring. Contrary to popular belief, usability is not 'common sense' - it's a science. Frankly, for one to be considered an expert in the usability field one must have several years (ideally 5+) experience behind them, specifically in user experience (usability) methodology and implementation, several redesigns & optimizations under their belt, and ideally a scholastic background to support their years of experience. Anything less and you'll be wasting money, time, and in the end risking your potential success. After all, you would not hire an interior designer to take the place of an architect when building a new home, would you?

Success Guideline #2: Enlist the aid of interactive wireframes and iterative usability tests every time to ensure that you eliminate potential usability issues prior to build.

So now that you have an expert who can predict human behavior and manipulate it to meet your business and communication goals (the true reason behind why you should hire a usability professional). you need to ensure that 80% of your audience can accomplish their primary tasks (use cases) at least 85% of the time.

How does one do this? Simply put, you follow an iterative design and development process that is user-centric.

What is iterative design? The concept of iterative design centers around the idea that design of a product/service/application should be done in repeated cycles where, in each cycle, the design is elaborated, refined, and validated by users/potential users, and the results of validation at each cycle feed into the design focus of the next cycle.

An iterative approach is imperative to your success as the number one reason most interactive environments are not running as efficiently and effectively as possible is that they lack a solid strategic structure and they are not being validated with potential users prior to launch. We in the field highly suggest you validate any and all User Interface (UI) Structures (information architecture, nomenclature, interaction design etc) before creative design or programming. Remember - 80% of usability (or lack there of) comes directly from the UI structure itself.

Insider Tip: Today most of us "in the know" have reaped the rewards of something quicker, smarter, and more cost effective then paper-based Visio wireframes. Update your iterative process by integrating rapid prototyping UX software - in the right hands, you'll be able to cut your UX development time, costs, and potential usability bottlenecks by up to 70%. It's also the only way to truly validate shopping carts and interactive forms/applications.

Every company with an interactive environment or application should be identifying and eliminating the usability bottlenecks prior to creative development and coding.

Ted Woodbery, Executive Director of MEdia Net over at Cingular Wireless in the US is a true believer in the process: "Given our tight development timelines, iterative user experience is mandatory to ensure we have enhancements to mobile products like MEdia Net and Cingular Video right before they are taken to market. These tests allow us to confirm with customers that our interfaces are intuitive and easy to navigate. If issues are discovered, fixes can be tested until the UI is ready to launch".

There is no time like the present to implement the iterative process. Interactive environments that are easy to use will reduce customer service costs, increase ROI, and increase overall brand perception. My recommendation for all Canadian companies would be to first benchmark their current usability success levels (efficiency, effectiveness, and user satisfaction) by running a usability test utilizing NIST (National Institute for Standards in Technology) and ISO (International Standards Organization) Standards. Once you know what is working and what is not working for your users, you can introduce the learnings from this article to optimize your environment in order to decrease user frustration and raise your success levels substantially.
_____________________

Mark Buzan is the owner of Action Strategies, a public affairs & marketing communications consultancy. You can subscribe now to his monthly PR & marketing tips newsletter by visiting www.actionstrategies.ca and dropping down the newsletter menu.