Social media is a lot like improv

Canadians are naturally good at improv. Look at Second City, SNL, Kids in the Hall and all the standup talent from Yuk Yuk’s.

Maybe it’s part of our DNA: the feeling we’re always gazing at something we can’t have. We’re also polite, happy to give people the benefit of the doubt and generally comfortable going where the flow takes us.

Social media’s a lot like improv. To do it well, a brand has to think on its feet and perform! Sometimes you click into the prevailing ethos and it’s pure magic – like when Oreo dunked in the dark. But mostly it’s TV-ad-dull unless it devolves into that can’t-believe-you-went-there dumb behaviour. U.S. restaurant chain Dave and Buster’s recent racist tweet comes to mind. 

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From optimist to optimize – a way forward for PR

The PR profession has long relied on ‘the kindness of strangers’.

In fact, I’d venture to guess that if you’re in PR and of a certain age, you’re probably an optimist.

Or were at some point.

How else could you survive in an industry with no guarantees, a lot of hoping, and an unwavering belief in unbalanced relationships? 

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Experience turned to arrogance is never a good thing

Should a PR person ever call a journalist? In many cases, the answer is a resounding NO. Yet it’s something senior practitioners tell juniors all the time. ‘Why are you emailing, pick up the phone!’

We live in an age where relationships and trust are more important than ever. And the border between offering useful info and being a spammer is getting murkier all the time. So what can communicators do to stay helpful, relevant and not be perceived as a pest?

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In praise of bad ideas, not bad judgment

We’ve all heard the expression: there are no bad ideas.

And you know something? That is just. not. true.

There are some awful ideas out there. Real stinkers. But many times absolutely ridiculous-sounding, bottom of the barrel sludge can become the creative equivalent of a vaccine – a moldy concept that sparks a creative cure. 

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Content marketing: how to unlock creative ideas

After I graduated from university my first real job was playing the role of junior copywriter at Canada’s largest ad agency.

I had an office, clients – even a secretary to type memos and schedule appointments. I was in the company of Mad Men…almost.

The thing that excited and scared me most was coming up with that ‘Big Idea to Wow the Client’ – my chance to shine and live up to my department’s name.

This usually started with a brainstorm and I’d walk into the room ready to take centre stage. And then…brain freeze.

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