September 7, 2005

You're right, Jason. And another thing that's interesting to note with actors is the extent to which they are able (or unable) to move from one medium to another. The actor who connects with us on the small TV screen often bombs on the movie screen. Or the personality who is absolute king in one context (Letterman on late night) flops miserably in another (Letterman hosting the Academy Awards).

All of this points out the complexity and mystery of effective communications. When communications work well, they look effortless. When they don't, one realizes how difficult they really are.

How Will Our World Change?

I don't think we've even begun to get our arms around the impact of Katrina. Horrific acts of comission and omission have occured in our own country, by our own citizens...and by our own leadership. The looters actions are no worse than the government's lack of action. As we are all Americans, we are all complicitous. I happen to think this tragedy will affect our entire national culture...and that, of course, has major implications for marketing and communications.

This is not something that was done to us. We did it to ourselves. And now, in the sober light of day, we are all wracked with anger, disgust, and desire to do something. We want to be part of the solution. But we're not really sure what to do.

If we all look for ways to help, those of us in marketing and communications can serve an enormously valuable purpose. My guess (my hope) is that communities across the country will identify ways in which they can be responsive to what has happened. That means they'll take in people whose homes have been destroyed and lives uprooted. That means they'll seek ways to save energy and make us less dependent upon fossil fuels. That means that they will need to raise money and raise awareness for these and other initiatives. And that means they'll need marketing and communications.

After all, the ideas and initiatives won't amount to much, if they can't be effectively communicated.

So this is OUR opportunity to be part of the solution. We should run toward it.

My guess is that all of us in our industry could think of ways in which each one of our clients could - in some way - also contribute to being part of the solution. Maybe they have a fleet of trucks (or buses). They could consider converting them to bio-diesel. That would help the environment, decrease our dependence on fossil fuel, AND enhance their image. Our job: suggest it, help get it implemented, and communicate it.

I am firmly convinced that "business as usual" became irrelevant when Katrina made landfall.