Comments on: Ready, Aim, Fire - 2 Ways That Poor Planning Can Hurt You

By: Craig Huffstetler

Craig Huffstetler — Thu, 24 Jul 2008 04:08:59 +0000

@Jason
Really I think a lot of it just comes down to thought and process. Process it back and forth before release cycle.

Process can be internal thinking or work flow (group work flow, or again - internal work flow). Internal work flow meaning: Is it good enough to hit the wire? Is it good enough to hit our web site or intranet? Is it good enough to distribute to the inside sales team? Is it good enough to distribute to the e-mail list (no matter the campaign)? Is it good enough for competitors to view? —

Or take it a step further and think: Will our competitors chew it a part? Will customers or sales people have a lot of questions?

I understands questions will arise (as they always do). Questions are a part of our lives. Thought provocation is our life and part of our job. But needless (and let’s say grammatical errors, bad structure, non-impressive…etc. are NOT) releases are things we need to shy away from if at all possible. Everything needs to add value to our brand, strategy and marketing communication plan. This is our ultimate goal.

Or even think about it in hindsight and ask the question (which may be hard, but try): Will this press release, internal release or document have an effect that is desirable, for you, and cause YOU or YOUR DEPARTMENT to REDO ENTIRELY or even REVISE it X from now (X = days, weeks, months from now).

I think that might help you some. Sorry to barge in…

That’s just my take.

By: Dave Fleet

Dave Fleet — Thu, 24 Jul 2008 03:05:36 +0000

Jason - I don’t think there’s an automated program that can help you with that, beyond filling out a template with your words. Strategies need thought and consideration from real people - in my experience, cookie-cutter solutions won’t cut it. Let’s chat some time.

Craig - glad you found this thought-provoking. Thanks for your comment!

By: Craig Huffstetler

Craig Huffstetler — Wed, 23 Jul 2008 19:18:16 +0000

This is right on target. Many people in Marketing and Communications do get in the mode of “Ready, Fire, Aim.”

Maybe this is out of habit, maybe out of demanding qualities, maybe even out of fear of competition “getting the word our first. But /then/ they (or we!) realize there is fallout or do start to see, as you pointed out very clearly, and eloquently, I will add, the points they could have addressed.

We also have to keep in mind quality over getting out there as fast as possible (or firing as fast as possible). It’s just one of those things that also has to be measured and is quantifiable on a major level. We also don’t want to be the laughing stock in our industry because of our constant, bad communication style and lack of “aim”/research (or whatever it may be).

Excellent post. It will hopefully stir some cauldrons that are the human minds.

By: Jason Webb

Jason Webb — Wed, 23 Jul 2008 15:44:37 +0000

This article realy makes me slow down on the release of my new website business. I think I’d like a program that is based on marketing strategy to help with the process. Does any exist for Pc or better yet Mac?