Shred - Share, Rethink, Disrupt
November 23rd, 2006 by MarionLast Friday was the annual GCI staff offsite under the theme “SHRED - Share, Rethink, Disrupt. It is no secret that the public relations industry and the marketing communications function are in disruption - traditional media is shrinking and becoming less relevant to certain audiences, the growth of the “five second media cycle” due to blogs, youtube and myspace among others, the subsequent war for talent. So the offsite day was meant to challenge staff and introduce them to voices, other than my own, that have a view of what is happening out there, how public relations consulting may be impacted and the bald-eyed view of the client world.
Stuart McDonald, the dynamic founder of Expedia.ca, had “disrupted” himself when he founded the online travel company. His new passion is the social media and he gave a great start to our sessions. Alison Gordon and MJ deCoteau of Rethink Breast Cancer chatted to the team about how they had “disrupted” traditional attitudes regarding fundraising and breast cancer education particularly targeting young women. Their “if men had breasts” PSAs are very funny but to the point.
We had breakout sessions brainstorming about how we were going to “Shred, Disrupt, Rethink” GCI over the coming months. And, there were some great ideas. More about those in future postings….
The final session of the day was a three-person client panel. The kick was that these generous with their time executives were not GCI clients but other agencies’ clients. This was purposeful on my part. GCI Canada has wonderful clients but I wanted the GCI team to hear from clients that could give them a different perspective and be very straight about what turns them on or drives them crazy about agencies and not being concerned about hurting anyone’s feelings. And, these executives gave straight talk answers that were more powerful than any Monday morning staff meeting I could have had.
It was a great day.
December 21st, 2006 at 5:28 pm
Wow! Sounds like a fun staff meeting! Waiting to read about the ideas that came out of the session
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