Lesley White Communications | Business consultant

Lesley White Communications

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25.01.2022 Well crafted content that resonates with its audiences is the best recipe to attract interest and promote amplification (shares). This piece about how Russian operatives exploit individual audience biases attests to that. #pullmarketing #contentmarketing #trolling... https://www.rollingstone.com//russia-troll-2020-election-i See more

25.01.2022 How much is your reputation worth? Financier Jho Low spent $1 million on 'sophisticated services include round-the-clock crisis public relations (PR) response, efforts to shape internet search results, and a website with international reports and legal filings intended to bolster his side of the story' in a 7 month period. The range of professional services called litigation communications draws from the copybook used by industries with high-risk exposure such as pharmaceutical, chemical, oil/gas and tobacco giants. Yet, it's only effective if it appears authentic and credible.

25.01.2022 Social media and online opinion masquerading as news has changed our society irrevocably. The New York Times recently started a podcast called The Rabbit Hole which 'delves into the stories of people who were shaping, and being shaped by, the internet.' The podcast links are included at the end of this article. https://www.nytimes.com//rabbit-hole-podcast-kevin-roose.h

23.01.2022 Happy New Year. Xin Nian Kuai Le to friends, clients and colleagues who are marking spring festival. #yearoftheearthpig

23.01.2022 Clients may have a set approach in mind, but it takes a business-savvy consultant to dig deeper and identify the 'why' and 'where are we headed'. 'Yes people' can be very expensive in the end. MBO 'management by objectives' is a bit of a mantra for me. Let's start with the end goal in mind. And if you're not sure, I will work with you to construct your strategy.

21.01.2022 For businesses who think that social media is best left to the junior, think again. Here's an interview with Tim Hanslow who - along with my former colleague Julie Delaforce - is one of the best 'mods' in the business.

21.01.2022 There are so many luminaries in the business of marketing and persuasive communications. Here's an insightful profile story on one of my favourites: David Ogilvy. His teachings on advertising still have so much much to offer modern professionals who write long form copy. https://fifthday.substack.com/p/david-ogilvy-was-right

20.01.2022 Words matter, especially so when selecting business names. Too many Boards and company owners are without a strategic and trusted wordsmith who has their backs. Today’s case in point... Adani.

19.01.2022 In my work coaching executives who want to thrive live I've found that starting with the audience's perspective is critical. These extra 6 steps are also important. #thrivelive #thepodiumagency #lesleywhitecommunications #andbreathe

18.01.2022 Mastering talking to the media or to live audiences goes well beyond prepared talking points. Australian stakeholders, readers and viewers expect and deserve more than the facts, they seek leadership and enough insight into the person to know that - if they don't actually like them - they at least respect them. In short the optics are just as important. A certain level of warmth, empathy and humility can go a long way at the right time. When faced with a crisis, over prep...aring can come across as losing your human touch or being tone deaf. We have over two decades' experience in coaching senior execs to prepare for media and public appearances that help you retain or strengthen your reputation. We also love working with execs from overseas and helping them ensure their messages 'hit the spot' within the Australian cultural context. If you - or someone you know - deserves a messaging makeover, drop me a message today. I'd love to hear from you (or them). #mediatraining #mediacoachaustralia #reputationmanagement #businessresilience #publicrelations #mediainterviews #crisiscommunications #issuesmanagementaustralia

18.01.2022 Congrats to Martin Royds whose example is an inspiration to Australian farmers who want to build a profitable enterprise while improving the land they steward. I had the pleasure of working Martin (one of many dedicated regenerative farmers) as I lead the farmer-driven process to develop and launch the 'Land to Market Australia' brand and 'ecological outcomes verification' initiative in Australia. #regenerativeagriculture #landtomarketaustralia #landtomarket #soilislife #jillamatong #holisticmanagement #savory

18.01.2022 Wanting to instill new habits in your team or clients? Making it too easy isn't the way to go but 'desirable difficulty' just might be. When we want to learn something and remember it, it’s good to have a little bit of an obstruction added to that learning process because if something is too easy it doesn’t create a memory trace, says senior marketing lecturer Janneke Blijlevens. If it’s too difficult, it doesn’t leave a memory trace either. So you need to look for that sweet spot.

16.01.2022 One of my pet peeves: the misused apostrophe.

16.01.2022 Words matter... today’s case study lesson relates to WhatsApp updated privacy policy. Poor wording and change management has seen the business lose trust and market share as spooked users turn to competitors, like Signal.

13.01.2022 Under manage, over lead. An interesting read about the new style of management "The inevitable result is a leadership revolution that brings newfound freedom and opportunity to the organisation."

11.01.2022 Doing some good things just because you can and you care about your customers is a trait that many of the world's most respected businesses have in common.

09.01.2022 Communicating during a crisis is not a natural skill. And yet clarity is more vital than ever during confusing times. This guide from academics at the school of psychological science at the University of Western Australia is clear and concise.

06.01.2022 I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. David Ogilvy

05.01.2022 Every client or stakeholder is unique. For some, how they prefer to be treated and communicated with is clear. For others, more digging and observation is required. Wouldn't it be nice if audience-needs identification was as simple as this school symbol system?

02.01.2022 Post something about Covid, they said You’ll get heaps of publicity, they said All publicity is good publicity, they said. If someone says "all publicity is good publicity", that's an opinion, not a fact. I can sense a rebrand coming for this tone deaf firm. It only takes one tweet.

01.01.2022 The other day a to-the-point advertisement I penned for Gumtree was deemed as 'sounding worried' by Grammarly. It wasn't. Context, culture and audience is everything. Grammarly may be a useful automated proofreader but will never replace a smart strategic business writer who gets your business and an audience's culture and needs.

01.01.2022 Knowing your target audience is almost everything in business. Reaching them takes insight and exceptional execution. "Nike’s strong performance shouldn’t surprise anyone with a basic understanding of Nike’s business strategy or anyone who understands how economic markets differ from political debate. For Nike, taking the opposite side from Donald Trump in a culture war isn’t just a good way to get noticed, it is good business." Thinkprogress.org