The Importance of Trust in PR

The Importance of Trust in PR

Earlier this month, the Public Relations Alliance from Lasell College visited Greenough Brand Storytellers to gain insight into the world of professional PR. Our agenda consisted of discussions with various team members, each focused on their own area of expertise. Everything from client relations to social media to pitching was covered, providing a great opportunity to learn more about all the moving parts of a PR agency.

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Phil Greenough’s Bedside Table Book Review

Phil Greenough’s Bedside Table Book Review

You could swing a stick and hit a dozen prognosticators gassing about the future of marketing, advertising and the much humbler brethren in public relations. The swirl created by Google’s and Facebook’s omnivorous ad engines has sent the traditional ad agencies into a frenzy. What’s more, technology platforms promising hyper-targeting and precision measurement have opened the door to an AllBirds-wearing army of management consultants. Suffice to say upheaval abounds, so I was eager to see veteran storyteller Ken Auletta of the New Yorker make sense of it all in Frenemies, an easy-to-read account of the existential battle between the “Mad Men” creatives who find themselves under siege by marketing data analysts.

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Did you ever think that you could align your marketing program around Triple Aim for greater success?

Aligning your content within one or more of the below categories can help define your strategy:

  • Stories of improving the patient experiences
  • Improvements to the health of populations
  • Innovations that in some way lower the per capita cost of healthcare

If you think about Triple Aim, it’s a great way to position and market your product or service. In other words, a great starting point to ensure that you’re contextualizing the value you bring and to whom. At the risk of oversimplification, we’d suggest that you first unpack your story, starting with the audiences you’re trying to reach, and align it with one or more of the triple aims.

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Massachusetts Big Data Initiatives Can Spur Economic Growth

Last week Massachusetts Governor Deval Patrick, joined by key representatives from MIT and Intel Corporation, announced the “Massachusetts Big Data Initiative,” a collaborative effort to position the Bay State as a global center for the big data industry. Big data refers to the business of dissecting and analyzing the enormous stream of digital information generated everyday by consumers working, shopping or socializing online. This announcement, paired with the Governor’s focus on expanding both the Massachusetts renewable energy and robotics industries, bodes well for our state’s economic recovery, and it could provide a model for other states to follow.

According to a recent report from the Mass Technology Leadership Council (MassTLC), 120+ Boston-area companies are currently working with big data technologies and those firms employ about 12,000 people in the Bay State alone. MassTLC estimates that an additional 58,000 related workers, including data scientists and data managers, are working in such industries as healthcare, online media and financial services. Most importantly, MassTLC estimates that growth in both areas could add 50,000 jobs by 2018.

We applaud the efforts of industry leaders such as MIT and Intel Corporation, other big data innovators, such as Endeca (recently acquired by Oracle), and smaller companies that include Tokutek and Hadapt.

Bring on the big data—we’re ready for the next technology chapter in and around the Massachusetts Route 128 belt.

Barbara Call is director of content for Greenough.


Cultivate the Next Generation of Clean Energy Futurists with Knowledge

The Massachusetts energy economy could be in good shape for the future if our aspiring engineers and technologists are getting a head start during field trips such as this one: Earlier this month a class of 5th graders from Shady Hill School visited New England’s largest privately-owned solar energy park. Although the Westford, Mass.-based facility is still under construction, it’s a good example of how Bay State companies, including Cathartes Private Investments, Nexamp, Inc. and National Grid, are not only banding together to develop real business solutions but also working to educate the next generation (as well as budding engineers, designers and scientists).

Field trips help reinforce knowledge in a practical, hands-on way, and I encourage all companies playing in the renewable energy industry to get involved. Does your company have a facility that demonstrates how your technology works and/or how it’s used to solve real life problems? I encourage you to reach out to your local school district (or those of surrounding towns) and volunteer your location as a “field-trip worthy” destination. Most kids love the outdoors, and fun ideas about sunshine (1336 Technologies, Applied Materials, Veeco Instruments), wind (Mass Megawatts Wind Power, Cape Wind) and even biogas/compost (Harvest Power) are relatively easy to bring to life.

You can also use kits and toys to pique interest and develop knowledge. The Boston Museum of Science’s gift shop, for instance, includes such products as Venture View’s renewable energy-themed kit (it allows kids to build six different solar-powered vehicles, and the solar panel in each one charges a rechargeable battery) and the National Geographic’s Sustainable Earth Lab, an environmental science kit for kids ages 8+.

Why not contact the Museum of Science (MOS) and design a kit or toy in collaboration? Or work hand-in-hand with the MOS to sponsor an exhibit or provide the props for hands-on demonstrations? (FYI, the MOS is usually filled with visiting school kids during the work week.)

My point is two-fold: Massachusetts renewable energy companies need to follow the lead of companies like Nexamp and begin serving as destinations for elementary and middle school field trips. At the same time, why not design a toy or kit in collaboration with the MOS, an organization such as the National Geographic Society or a forward-thinking toy manufacturer?

Renewable energy is here to stay, and exposing our kids to the growing industry is critical—especially in Massachusetts, where great ideas are hatching (and growing) every day.  Knowledge is power, and remember you may be planting seeds for our next generation of green energy and clean tech futurists.

Barbara Call is director of content for Greenough.