The monthly results meeting arrives. The social media manager puts the screen up and the metrics are relentless: organic reach is stagnant and the interaction rate (engagement) barely touches 1%. Seeing this, the agency’s head or director demands more creativity from the digital communication team, asks to “liven up” the…
The scene is recurrent in diplomatic missions’ press offices: the Foreign Ministry in the capital sends an official release about a new bilateral agreement and the embassy’s community manager translates it word for word into the host country’s language. It is a fundamental strategic mistake: confusing literal translation…
The end of the quarter arrives and the Head of Communication faces the most uncomfortable meeting on their calendar: presenting results to the ambassador. On the table is a report detailing hundreds of hours invested in design, writing and hierarchical approvals. However, the metrics show stagnant reach and an engagement…
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