Advice for professional communicators

Ask Falls

Send us your questions, and we’ll share our thoughts on the business of communicating.

How does a government agency or elected official measure social media success?

The value of public sector social media efforts should be measured in terms of how effective the communication is at serving the needs of constituents and how much understanding, transparency and trust is generated as a result.

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Can anyone talk to the media during a crisis?

With proper training and preparation, most people can talk to media in the midst of a crisis. Without proper training and preparation, almost no one should.

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Does speaking thoughtfully still matter on social media?

Yes. Being quick, responsive and interesting are important, but not at the expense of saying or sharing something that doesn’t fit your brand, or – worse – harms it.

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How much content do I need to be effective?

It’s actually not the amount of content you should focus on, but rather the quality and distribution of that content.

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How do I make news if I have nothing new to say?

Start by watching what is already happening in the news, and then find a way to join the conversation.

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What makes a good brand journalist?

Think like a journalist – consider your audience, what story you’re trying to tell and how you can tell it in an interesting way.

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