More than 100 years on, the sinking of the Titanic remains that quintessentially gripping disaster story. The so-called “unsinkable” ship, the RMS Titanic struck an iceberg near midnight on April 14, 1912, broke in two and sunk with the loss of 1517 lives.
It was man-versus-nature, but with the benefit of hindsight the tragedy could have been easily avoided. Critically, the ocean liner’s crew should have heeded warnings from other vessels of the icebergs that lay ahead. But, as history records, the Titanic kept on at full pace, eager to make New York on time. By the time lookout Frederick Fleet spotted the iceberg it was too late; the ship had barely 40 seconds to take evasive action.
Today, ships have the benefit of a variety of smarts - satellite technology, digital navigation and radar – which guarantees the safety of those at sea.
We too need to use our own smarts when it comes to targeting what we do in communications. Unfortunately, many organisations do not look ahead or repeat the mistakes of others because they do not follow advice.
In my experience, there are seven Titanic mistakes that will scuttle your communication operations. They are remarkably common, but the good news is that they can be avoided.
Build a loyal following across your own platforms and use social media discerningly to support those endeavours. Beware as the Sirens of social media will serenade you.
You cannot always expect smooth sailing as communication techniques evolve exponentially. But avoiding these seven classic mistakes will help you steer away from trouble and put you ahead of the rest of the pack.
* Stuart Howie is the executive director of Flame Tree Media and the creator of the DIY Newsroom™.
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