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Reducing the ‘white noise’

Ben Hornbrook, 15 March 2015

white noise:

  1. an unintelligible noise generated by combining multiple frequencies
  2. a constant background noise; especially:one that drowns out other sounds

A video featuring flashy imagery but no substance; a scattergun marketing campaign that shouts sales messages and buzzwords; a social media account that is rarely updated and has limited engagement. If not executed strategically, all of these can be expensive distractions that dilute your message, confuse your audience and …

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Visually speaking

Ben Hornbrook, 1 October 2013

During the recent Federal Election Wendy Bacon from the Australian Centre for Independent Journalism wrote about how images are now “weapons in a communication war”. Referring to the imagery used in the asylum seeker debate, Bacon outlined the primacy of imagery over text in eliciting an emotional response, and highlighted the growing importance of visual communication in influencing opinion.

While this op-ed was very much focussed on news photography, it got me thinking about how the way we …

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Socially acceptable behaviour

Anne Wickham, 23 August 2013

I have a dear friend whose personal mantra is “If you can, you must!”. I do not believe this is the case with social media. Social media can be fantastic, opening doors and markets and creating the kinds of relationships marketers have until now only dreamed of, but only if your approach is well planned and resourced, and executed in concert with your broader business and communication strategies.

Done poorly, social media is a sure fire way to make your organisation look uneducated …

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Men wanted. Desperately.

Anne Wickham, 13 June 2013

In a week that’s seen the resignation of Swimming Australia boss Barclay Nettlefold and yet another violent outburst during the State of Origin defended by the powers that be, I believe it’s time for every code and every sport to be part of turning around what has become an ugly, excuse riddled sub-culture.

First, we must stop referring to men who play professional sport as boys. They are not boys, they are fully-grown men. Language matters, and labels influence behaviour. The boys I know …

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Start with ‘why’ when creating content

Ben Hornbrook, 30 May 2013

Organisations big and small are increasingly being told that “content is king”, that they need to start thinking like a publisher, that every organisation must become a media organisation. To many, “content creation” is the key to being relevant in an uncertain and changing media landscape.

We are also seeing a shift towards “branded content” or “sponsored material” that is blurring the lines between journalism, public relations and advertising. Writing in The Guardian recently, UK-based …

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