FCC Forum

I attended last week’s Fairchester Communications Council Spring Forum. The speaker was Robert L. Dilenschneider, plugging his new book, Power and Influence: The Rules Have Changed, which will be available in July.

The book serves as a guide to gaining and wielding power in a high-speed world being transformed by technology. Dilenschneider lists 10 principles that serve as chapter headings in the book.

Accept, adapt and accelerate—or atrophy
Be prepared to start—over and over again
Think innovatively—forget about just keeping up
Seize the opportunity in every crisis
Look beyond the new rules—to connect
Take the heat—and never compromise
Keep focusing on your strengths
Keep growing your network by shaving it
See acclaim, but practice humility
Search for power, but never forget to share it

What struck me about the program was that recent AMA meetings had touched on some of the most important aspects of his presentation.

Technological Changes and Challenges: In September 2005, Michael LeBeau of Byte Interactive (now merged with Story Worldwide) discussed the role consumers play in brand building and dismantling and how marketers could interactivate their brands. Dilenschneider talked about how an unnamed company’s unnamed product or service could have been hurt by an unspecified blog or web-based comment. By some type of “hard work”, harm was averted. In contrast, LeBeau detailed how one blogger/videographer publicized his protest over the high cost of replacing an Ipod battery and forced Apple to revise its policy and reduce the price of a replacement battery. What do you think was the more meaningful example? As my old boss used to say, “the devil is in the details”.

In another recent AMA program this April, Ettore Rossetti, Associate Director of Internet Marketing for Save the Children, discussed how to use Web 2.0 and social networking sites to build brand awareness. Rossetti shared Save the Children’s strategies using squidoo.com, secondlife.com, what kindofworlddoyou want.com and sixdegrees.org.

Another of Dilenschneider’s principles involves growing your network. “Connect with People” was a cornerstone of Rich Gee’s March presentation to AMA. Gee, principal and founder of Rich Gee Coaching, outlined specific, simple steps to help you connect with people and shared personal examples to help us relate to his advice.

Event of the year!

Digital media is sweeping the AMA this May with an event of the year. Don’t miss this fabulous presentation complete with Hors D’oeuvres, wine tasting, dessert, and even a DJ. Held at a special venue, Palace Digital Studios, Lori Greene from A&E’s History.com and Biography.com will deliver a special interactive presentation. You won’t want to miss this exciting evening or the media clips that will be shown in the newly renovated theatre at Palace.

Lori Greene oversees all broadband and text content and digital design for A&E’s History.com and Biography.com. Prior to her work with A&E Lori was the vice president online development for Court TV Online. She also spent a span of time with the Food Network where she worked as a producer on shows including Ready Set Cook, In Food Today and Celebrating a Fat Lady. Lori holds a BA degree from NYU, speaks several languages and has traveled all seven continents.
Palace Digital Studios is one of the most advanced digital media production centers in all of New England. Palace’s multi-purpose theatre/sound stage will play host to this special AMA event. The studio is outfit with a large shooting stage, motorized lighting grid, and a full compliment of High Definition & Standard Definition television production services. Check your email or visit the AMA site at http://www.amafairfieldcounty.org/ for details. And the icing on the cake…. attendees are invited to take advantage of bringing one guest for free with each paid entry - so bring a friend or colleague. Don't miss it....See you there!