Trump Rule 5150: Deflect via Freak Out

King Trump

Donald Trump tweets most weekday mornings at 7 am (give or take a half hour) in an obvious attempt to direct the day’s news coverage. The over-the-top tweets create great controversy and drama, rallying his core. Similarly, his press conference was a live epic lambast moving from 140 characters to more than an hour of live ranting. These crazy communications deflect attention away from Trump’s real political problems.

Rarely about the actual work performed, bombastic posts and crazy media interactions embellish his accomplishments while often attacking the media corps. In turn, the media scrambles to disprove Trump, and defend themselves.

This misdirection keeps everyone off their game, and in many cases distracts journalists from focusing on core issues like the Trump campaign’s ties to Russia. It is the Trump Administration’s favorite red herring. And it works every time.

Consider that Trump’s unhinged media conference on Thursday happened at an opportune time for the young Trump Administration. In the previous five days the young presidency suffered the following problems:

  • The loss of National Security Advisor Mike Flynn due to the growing Russia hack scandal.
  • Andrew Puzden’s failed Labor Secretary nomination.
  • Several additional embarrassing stories about the Trump White House and its staff’s behavior, including an unbelievable roasting by Saturday Night Live.

The ultimate live freak-out turned into a media spectacle, dominating every major news network and even causing conservative news source Fox News to rebuke Trump and his team. Being crazy worked again for Trump. Now everyone is focussed on the President’s mental health , the media, and how dysfunctional the White House has become in just one month.

What happened to the Russia story? Or the bad hires? Everyone I know has been talking about Trump’s crazy presser for the past few days. Mission accomplished!

Accomplishment 2: Solidify the Core

Trump’s mastery of public relations misdirection extends to his messaging. Part of attacking the media includes reinforcing messaging to the Trump core of right-wing extremists and conservatives. Over and over again, you hear the mnemonic telling of fake news, of the heroic people’s President Trump versus the dastardly enemy, the media.

Going back to this week’s presser, Trump’s core saw the ultimate beat down of self-righteous, snotty liberal journalists. Trump supporting Americans and their media outletsthink Trump did just fine, and that the liberal media got their just deserves.

Online, the battle continues. Right wing supporters parrot Trump’s anger, attacking the media and dissenting voices on social media as “snowflake libtards.” Arguments happen, likes occur, and as a result, combatants are rewarded for the attention by their brain: Dopamine is literally released.

As a result, entrenched opinions become firmer, and Trump’s core intensifies its support. He only needs a significant minority to keep his reelection hopes alive.

Not bad for a loco con man.

Acting “5150” in the face of facts benefits Trump. It distracts journalists and perhaps hurts their credibility, though increasingly these attacks help besieged media outlets with higher ratings.

Fighting Off the Crazy

How does one combat this kind of craziness? It takes some courage to go out on social media and state your views, but increasingly this seems to be the digital battlefield for Trump.

Twitter is where he wages his war on most days. Facebook and Twitter are where his core attacks the media and those of us who care to dissent. Thank God the Instagram post doesn’t lend itself as well to Trump’s message

I have decided to reply as much as possible to Trump’s Twitter rants, and contribute to his negative tonality ratings. Afterall, he is a ratings obsessed narcissist. Don’t think he isn’t aware how the conversation is faring online.

Yes, I get called a libtard snowflake, which is funny since I used to be a Republican voter before the Iraq war. Names are all the baby Trumpers have to throw, and it’s pretty easy to ignore, mute, or block them.

Those who are firmly set against Trump must demand accountability from the media and elected representatives. The media must be held a countable to the larger Trump story, which is corporate corruption, conflict of interest, election fraud, and empty promises. With elected officials, find ways to communicate with them, even when they refuse to answer their phones and cancel the town halls.

The Battle of Inches

Wage your battle publicly so it can be seen in peer networks. It is a battle of inches, and you don’t know when you will activate an acquaintance.

Generally, the battle of inches seems to be going the wrong way for Trump. His approval ratings are dropping ever so slowly and are now hovering at or below 40% (His Fox and Friends amigos say under 40%).

If Trump drops below the Mendoza Line (below 30% in political terms), you can expect cracks in the foundation to widen and the GOP to finally stop protecting him. Elected Republicans will feel safer rebuking and perhaps even removing Trump if they know their party base will permit it. This can happen, especially if Trump is unable to fulfill his job promises.

Until then, the burden of responsibility relies on the average citizen to actively support factual reporting, decent government behavior, and of course, resist. And persist.

Originally published on the Huffington Post.

Red Herrings, Misdirection, and the Destructive Art of Spin

All Americans Are Muslims

Don’t kid yourself. When you see Donald Trump and his flacks attacking the media and its accuracy, they are not always protecting his ego. These attacks intend to destroy the credibility of the media, and distract the American public from focusing on the critical issues that threaten our Democracy. The Trump Administration is serving a daily dose of red herrings, misdirection tactics, and spin to the American Public.

Red Herring

Worse, some members of the media are incapable of seeing through it. They take the media war bate like a cupcake waved in front of a child.

Consider how much time the media wasted this week on whether or not to call Donald Trump a liar. Instead of name calling, they should seek the smoking guns that prove Trump is intentionally lying. Regardless of the fine points of proving someone a liar by ethical media terms, Trump’s false words are not the issue. The real issue is the systematic destruction of the American democracy.

Meanwhile, Trump’s spinmasters have taken several actions to directly threaten the United States well-being:

  • Trump single-handedly destroyed U.S. Mexico relations in a matter of 36 hours.
  • He banned more than a hundred million Muslims from entering the United States saying “We don’t want them here,” on International Holocaust Rememberance Day. Think about that.
  • Trump promised an investigation into systematic voter fraud, an intentional move to suppress minority voting eligibility.
  • Replaced the Joint Chiefs of Staff and Director of National Intelligence on the National Security Council with Alt-right leader Stephen Bannon.
  • The Trump leadership team directly assaulted women’s rights, starting with abortion.
  • We as citizens and members of the media need to focus on the core actions being taken by Donald Trump to destroy the democratic institutions that make the United States of America.

    A Company of Spinners

    King Trump

    Mr. Trump is a malevolent and perhaps disturbed PR genius with zero ethics. His counterparts Stephen Bannon, Kellyanne Conway, and Sean Spicer are even worse, taking the art of deception to new lows unseen since the Soviet Union and Nazi Germany. This is what happens when you let power-hungry PR people run the country. Retaining power through spin matters more than right actions.

    Let’s be clear. Trump won on an electoral plurality, not a general vote majority. He knows that maintaining the plurality is crucial while he attempts to suppress the majority. That is how he will eventually achieve a stranglehold on national power.

    Misdirection

    Keeping the media on its heals with misdirection and fake drama helps achieve that objective. The misdirection bates the media into attacks so the Trump team can tell their sycophant following the media are liars.

    Journalists are getting played like a violin when they fight with Trump and his three spinning lieutenants about lying. The media drama furthers the Trump cause.

    Then the narrative becomes about the much maligned Trump attacked by a liberal media corps who don’t want him to make America great again. Pathetic, right? But it’s working with the plurality, and therein lies the long-term danger.

    Puncture the Spin

    Proud Muslim and American Military Family

    Jay Rosen had it right in his suddenly frighteningly titled blog pressthink about sending the interns to the white House briefing room. The Trump story is somewhere else.

    The Trump PR machine will continue to spew alternative facts and attack the media as part of its attempts to deceive the American public and implement its malicious agenda. The media should not cooperate, nor should they treat such blatant attempts to deliver spin as news.

    Spin

    Instead, journalists need to focus on the Trump story from outside sources. Trump team tweets and PR announcements are just spin. Prove Trump wrong through sources, documents, and investigative stories.

    The best two political stories I read this week came from investigative reporters. The first was the Washington Post accounting of the acting director of the National Park Service Michael Reynolds about a phone call with Mr. Trump in which the president pressured him to falsify visual evidence about the inauguration crowd size.

    The second story focused on the Republican retreat in Philadelphia this week. Again, the Washington Post obtained private information — this time in form of a tape — about GOP’s concerns on how to repeal Obamacare. The story revealed that the Trump Administration does not have a plan to assist in that effort.

    These types of stories successfully counter the Trump Administration’s spin and puts the President on his heels. Further, when the Trump Administration throws the media “shade”, journalists should simply ignore it. They are empowered by the First Amendment. It is the Trump Administration that has no or should have no credibility.

    A Time to Fight

    We Are Happy You Are Here

    In my opinion, every person with an Instagram, Facebook, Snapchat, and/or Twitter account that cares about the United States democracy needs to become actively engaged in the political conversation. We contribute to the overall media story. This is a time to fight. Our country’s principles and way of life are endangered.

    Get active. Here are things I am doing to serve our country and combat Trump’s brand of fascism:

  • Volunteering with ACLU Virginia as a strategic advisor.
  • Taking protest photos when I can, time permitting.
  • Turning down pro-Trump related projects, such as photographing an inaugural ball (truth).
  • Participating in pro-Democracy projects like the UnPresidented book effort on Kickstarter (support us, please).
  • And yes, contacting my Congressional representatives by phone, Twitter, and mail.
  • If Trump succeeds in turning our country into an autocratic state, then we have no one to blame but ourselves. Get active.

    Originally published on the Huffington Post.

    4 Ways to Reboot and Adapt New Skills

    Recently we discussed surviving rapid change in media technologies. There comes a point where we embrace the fear of change. We accept it as inevitable, and grow willing to adapt new methods and technologies. But how does one go about embracing new skills?

    Going back to college for a second degree is not an easy choice, both from a time commitment and from a financial perspective. One could debate whether or not another college degree could prepare you for a new profession given how fast technology is changing everything.

    Don’t get me wrong. I have a Masters degree in Communications, Culture and Technology from Georgetown. I still use the lessons learned, but my degree was from 2000. The long-term value was learning media dynamics, and how to think about the way people use communications tools.

    Getting that degree was expensive, and it’s not something I can easily do again. So, in that vein when I need to learn new technical skills, I turn to alternative methods. Here are some ways I have embraced learning.

    1) Experiential Learning

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    Millennials (in general) have a great attitude about change. My friends Maddie Grant and Jamie Notter, co-authors of When Millennials Take Over, note that Millennials discard and adapt new technologies with the times. If one technology stops working, they move on to the next tool.

    Learning by simply adapting a new method or tool can be extraordinarily difficult. Yet learning through experience can provide the deepest and most impactful knowledge. You know firsthand because you adapted by trial and error.

    The challenge in this method is what I would call a sophomoric failure. A false confidence about how a technology or method works can carry you until a challenge arrives. There are often many tutorials online from people who have done the same thing, a virtual “YouTube University”, and sometimes these how-to articles and videos can help. But if the challenge is too stifling it could cost you a project or a job.

    I would argue this is the challenge some social media experts face. They play with tools and talk about them, but cannot execute on projects based on their experience. A deficiency in the larger communications skill set is often the problem.

    I self taught myself social media and learned several lessons along the way, including being more personal, reciprocation, etc. I became better with practice, but if I didn’t already possess other communications and marketing skills prior to my social start in 2006, I would have struggled a lot more.

    2) Conferences and Seminars

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    Seminars, one-day workshops, and conferences are a quick way to jolt your thinking. They help you think about challenges in a different way. These types of events usually offer a quick lesson(s), and some examples from a more experienced person(s).

    The value of a seminar is a quick fix to stale thinking. It may be all you need. But make no bones about it, the impetus is still upon you to learn and excel after the event.

    Further, it’s important to have a discerning eye at conferences. Not all events are created equally. At even the highest quality conferences, not all sessions are equal. To use the social media expert analogy again, you may be just getting more sophomoric knowledge from another sophomore. Look for real examples and experience to discern the value of the tips offered.

    When I first sought outside experience in 2014 to break out of a stagnant period as a photographer, I paid for three workshops from KelbyOne, National Geographic, and Nikon. The lessons were valuable, and I still use them today.

    3) Intensive Experiences

    Soleil, the Thinker-4

    A different method of learning is to take on an immersive experience. This basically puts you into a highly engaged full-time work simulation or learning environment. You are run through numerous exercises under the guidance of an experienced professional or instructor.

    The effort is intense. It can blow your mind. But the new skills gained are invaluable and can really help you break out of a rut, and forge new ground. The trick is to continue using the skills in your regular work.

    There are many examples of intensive workshop environments. Today’s coding academies are great examples. Language immersion seminars and schools are a more classic example.

    The Santa Fe Photography Workshop I participated in over the summer was one such experience. I learned quite a lot, and have since used the tips Tony Corbell passed on in several situations, including the above photograph of my daughter Soleil.

    4) Continuing Education

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    Getting away for a week to several months may not be an option for many people. This is where traditional education and corporate training comes into play.

    Learning through continuing education credits may not be as hip as a conference in a schwanky location or an immersion course, but it offers a proven way of learning new skills for work. The time commitment is much more reasonable (one or two evenings a week), and while homework isn’t necessarily fun, it offers a familiar routine for most.

    Consider that many employers will compensate you for taking on a training program. It makes you more valuable to them. And continuing education and approved training courses are considered to be more acceptable and safe methods of learning.

    When I worked at TMP Worldwide 15 years ago, I got moved into business development for a period of time (Yeah, I know, embarrassing, but I loved it!). At the time, my manager assessed my skills and suggested a Dale Carnegie sales training course. By the time two month-long class was over I had become the class SalesTalk champion, and I closed two multi-million dollar deals within the next year. Not too shabby.

    These are just four ways I have learned new professional skills outside of the traditional college degree. What would you add for those looking to sharpen or reboot their skills?

    Do You Believe in Mermaids?

    This could be titled “4 Random Rants,” but the mermaid one was too good to pass on as the headline. Along the way we will also discuss stalking photographers, social media experts, and the Donald. Here we go.

    1) Stalking Photographers

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    I often use a tripod when taking landscapes and in studio. It makes for a better picture, reduces shake, and lessens the amount of time necessary to take a great capture. Whenever I am in a public place, busy or not, people inevitably walk by, see the camera on the tripod, and what do they do?

    Well, most stare at me, and then look back and forth between what they are doing and me and my camera. If there are multiple folks, they’ll start discussing that there’s a photographer over there. Some of them will come up to me and ask, “What are you shooting?” That’s all fine.

    Here’s where it gets bizarre. Some folks walk right up behind me and start looking over my shoulder to figure out what I am shooting. That bugs me out a bit.

    Then there are the ones who suddenly think this a good opportunity to hack an Instagram shot. They whip out their smartphones and start shooting over my shoulders, from the side, and in the worst cases they just walk right in front of the tripod and take the shot (yes, it has happened multiple times). Now I am bugged out and annoyed.

    Finally, there are the clowns who ask me if I need a model. Some will ask repeatedly, and even give me a card. The above shot of Philadelphia is one example where onlookers kept asking me to be in the shot. The photograph did OK, but it wasn’t worth asking for a hypothetical 15 minutes of fame.

    2) Social Media Marketing Conversations Are Dead

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    Last week I saw a thread started by a couple of prominent social media experts discussing other social media experts’ blogs, all of which debated whether or not social media marketing is dead. Right away, you should know how bad this was. My desire to throw my laptop against the wall and start screaming increased by the paragraph.

    Here’s what’s dead: Conversations about social media marketing. Yes, the whole lot of them, all 762 million of them (many of mine included). It’s a new decade, but a very old and repetitive set of conversations. Build owned content, stop publishing, start talking, and by the way, here are 16 ways to grow your Twitter account with semi-fake followers. Better yet, just talk to other brands (or with other social media marketers) on your Twitter account to fake your engagement rate.

    There are so many damn social media marketing conversations out there that they have blurred into white noise. It’s marketing bloggers talking to marketing bloggers… Or worse, marketing bloggers spamming each other with links on Twitter.

    The social media marketing is dead discussion is the biggest navel gazing exercise of them all. It’s also the most meaningless one we could have, and the one CMOs care about least. Keep kicking that dead horse.

    Come on, get real! Some marketers are just bad at what they do, and they always have been. The medium changes (hello, junk mailers and email spammers!), the problem stays the same. By the way, every profession has winners and losers.

    3) Do You Believe in Mermaids?

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    Image by Alexandra Moir

    I bet you thought the Donald would be next, but no. We need to discuss the mermaid thing first.

    A friend told me a story about a 20 something that works with him. This 20 something believes in mermaids because of an article she read on the Internet. She swears by it, and will not be dissuaded. This is a college educated person.

    She might be my daughter’s next playmate. I am sure they could have a great conversation about Soleil’s favorite Disney Princess, Ariel.

    My friends, this is the state of information thanks to the Internet. People cannot discern truth from fiction. Anyone with a publishing platform can be assertive in their boasts, and back them with faked images and links to other articles, more pictures and even some videos depicting similar fiction.

    When you have an ignorant or ill-informed society, dangerous things can happen. At a minimum, the U.S. economy will shed higher earning jobs to better equipped workforces.

    The ability to discern quality information remains the greatest challenge facing our children. We must question all sources, even the media as we have seen in recent years. Our educators need to instill the ability to qualify information or we will all be dealing with mermaid debates at work.

    Anyone want to buy a unicorn?

    4) Dear Huffington Post: Take the Donald Seriously

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    Comic by Berkeley Breathed

    I admit it, I laughed out loud when the Huffington Post announced that they would only cover the Donald Trump campaign in the entertainment section (full disclosure, I am a Huffington Post blogger). It was even funnier when Berkeley Breathed returned to lampoon the Donald again with Bloom County cartoons.

    But in the case of the Huffington Post, the joke may be over. Why? The Donald is still leading the Republican field, no matter how many stupid things he says and how many attacks the rest of the presidential candidates launch at him. That’s not funny, and the story has surpassed any twisted reality show Hollywood could imagine.

    There’s an obligation to report this campaign seriously rather than contribute to the circus. This guy might actually be the Republican candidate for the 2016 election. It’s not like he cares when the Kochs and other super rich Republicans try to take him out. He seems impervious to the usual slimy election shenanigans.

    Beyond the obligation to take his campaign seriously, there is also the mermaid contingent.

    Yes, these poor fools probably believe the Donald Trump campaign
    IS
    a reality TV show
    .

    After all, they read it in the entertainment section of a reputable news source. That’s the problem with the Internet these days.

    How Does One Evolve Successfully?

    The statement that we must evolve may seem obvious to many. Heads nod, people murmur their agreement, and they share their experiences.

    Understanding what is coming next and how to evolve a skill set to meet that change both represent different problems. But to some the risks of failure, of looking like a fool used to far outweigh the rewards. Instead, people play it safe letting the young and the bold take the risks. So in my mind, successful evolution begins with an attitudinal shift, one that will become necessary for a majority of the workforce over the next few years.

    The time of letting others innovate and then catching up when a trend becomes the norm is passing. A next generation of executives – millennials – are rising to the fore. Unlike Baby Boomers and to a lesser extent Gen Xers, millennials are less vested in tools and processes. Workers must embrace never-ending change.Jamie Notter and Maddie Grant, authors of When Millennials Take Over for xPotomac (post running on Wednesday). They discussed how generally millennials will simply move to the next tool set if it works better. There is little attachment to prior best practices. If something offers a better way, millennials simply migrate.

    This new attitude towards change will become increasingly prevalent in the workforce. To stay relevant people must embrace change. Otherwise the consequences include limited career paths and possible unemployment.

    Change with New Media

    Slack

    Changes come in a variety of forms, from workspace structure and layout to simple changes in media types. The latter is oft discussed because they affect so many people.

    Here is a current example: xPotomac co-founders Shonali Burke and Patrick Ashamalla wanted to use Slack to help foster our dialogue and communications. For those of you who are not familiar with Slack, it is a next generation messaging service that does a better job of threading and storing conversations. Slack is generating impressive growth as more and more people use the service and share it with their friends.

    I was reticent to use Slack given that I am already on Google Talk and Skype, but they gently nudged me. Sure enough, the conversations have been easier to access and maintain. It would be helpful to have Slack better integrated into other tools, but overall it is an improvement for workplace messaging. So on it goes. Adios Google Talks.

    The only reason why I experimented was because both Shonali and Patrick touted the values of Slack. I listened. Here was a majority of the three vouching for the new.

    Whenever I hear multiple sources tell me about a new method or tool, I force myself to set aside the old and begin experimenting. I have to lay aside prejudices. Experience has taught me that the new will always replace old, sooner or later. When I avoid the new, I miss new tools and become antiquated.

    When Pinterest broke out, I scorned the social network. Today, it is one of the most powerful networks out there. As a result I had to play catch up, and learn about Pinterest. I possess enough knowledge about the network to guide clients, but I’ll never be a leader in the world of Pinners. The time of early adoption passed me by.

    The Value of Short Term Memory

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    One attitude I try to practice is maintaining a short-term memory. Specifically, I intentionally try not to get stuck on past best practices, tools and technologies. Things change so quickly it’s not worth hardlining an older approach. It’s best to stay in the moment.

    This willingness to forget is very intentional for me. I basically have to force myself to set aside skepticism (I guess that disqualifies me as a millennial). It’s important to approach things with an open mind, and without the baggage of preconceived notions.

    To be fair, not every new medium or technology is a winner for me. Some are just the shiny object du jour. Others just don’t fit into my business or personal life. What’s important is that I am willing to try them. And if they don’t work, then I must forget them just as easily as I would forget an old technology or method.

    It was interesting to see Chris Brogan openly experiment with and eventually reject Periscope as a tool last week. He saw its value for others, but ultimately decided it didn’t work within his media mix. I get that, often finding video to be difficult to incorporate (at least with the budgets I have to work within).

    Moving forward, will I usually turn away from video? Probably not. At some point, a new format will make it the right medium to communicate in, or budgets will increase to produce the kind of videos I believe in, or video will become easier for me to produce. It would be smart to lay aside past experiences and experiment yet again.

    Yeah, But…

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    Attitude is the first thing. But without the methods and means to adapt to change, it’s like having a bike with a flat tire. You still get nowhere.

    How can someone evolve their skills successfully and not get caught off guard? Part of that is foreseeing change as it is happening or is about to happen, and the second part is rapid adoption of new skills.

    There is more to come on this topic. Stay tuned.

    The Evolution Revolution

    It used to be that every seven years, you would need to adapt a new skillset and your career would evolve. For example, it became necessary to learn team management or email marketing or [fill in the blank]. Now in communications, you need a new skill set every year or at least a major evolution of an existing one.

    We are in the evolution revolution, a constant state of change. Adapting to new media dynamics is a must for those that want to prosper. Or we can watch our skills rapidly decay into obselescence.

    Technology is impacting many industries, particularly distribution and product types. You could say the same for just about any business that depends on online media to help conduct its business, from bookstores to the travel industry.

    When I consider industries impacted the most, I can’t help but think about the music industry. Change has ravaged the music sector, from the death of album sales courtesy of iTunes to the transition of Clear Channel radio to iHeartRadio, a company that is heavily pushing its live music events for social media advertisers.

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    In the case of communications, advancing media technologies are shaping our very well being. The above chart illustrates that the ability to embrace change is considered the most important skillset for any digital communicator.

    This means we have to be ready to constantly innovate and adapt, no easy task.

    The Medium Is Everything

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    People debate whether or not Marshall McLuhan’s timeless theory the medium is the message is valid. Old school communicators hate it, but in reality they are being forced to evolve their messages dramatically to meet audience expectations in diverse media. In fact, the medium forces a complete change in approach.

    Consider that those who approach social media with the exact same methods they used in traditional methods almost always fail. We could have all sorts of discussions — and unfortunately many social media experts do until the point of pain — about the nuances of engagement. But for the communicator? Social media changes everything, even media relations.

    McLuhan would argue that we miss the subtle impacts media make in our existence. That is why we find ourselves having to catch up with change forced upon us.

    When McLuhan espoused that theory more than 50 years ago, evolutions were subtler. Kennedy had just been shot, unfolding a national tragedy across television changing society and creating the question, Where were you when you found out.” That same drama unfolded for the Challenger accident and 9/11, too.

    Today, we are likely to find out breaking news before it is officially reported across a diverse group of media, from Twitter and Instagram to email and radio. Further, while captivated, our minds will be distracted by something shortly thereafter on our phone or other personal device.

    A Personal Evolution

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    I like to tell people if I marketed using digital media the way I did in 2006, I would be out of business. Truth. First, I would primarily blog and comment on other blogs.

    If you haven’t noticed, today there are more marketing blogs than there are rats in the DC sewer system. Every podunk agency and consultant on earth has a blog these days. What was once a rare and unique read is now pedestrian and boring.

    Commenting drove engagement in those old days. Today, blog comments are few and far between with most of the conversation distributed across social networks and private groups.

    Digital marketing has evolved to become social networking, and then content marketing, and then marketing automation, and now increasingly user experience-driven marketing. Content has moved from personality opinion blogs to visual media with video, photos and graphics driving engagement. Necessary skillsets have moved from basic HTML coding, SEO skills and writing to data analytics, creative visualization, and niche targeting.

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    With these many dramatic changes impacting communications, the type of changes that would occur over decades (note the plural) in the prior century — I evolved. I had to, or else my career would sputter out.

    Some of these changes were for the better, others were for the worse. Some made my business sing (two business books come to mind) while others were a bust or just a “me, too” addition (for example, our Google Analytics effort last year).

    I moved from top ten PR Blogger to a social good advocate to a content marketer. My skills moved from blogging to book and white paper writing, to hybridized photographer/written content creator.

    It would be easy to tell you that this is it, that I am comfortable, but in truth I am not. Just seeing how the agency business has changed so dramatically in the past couple of years is causing me to take an attitude of constant learning and an openness to change in every way.

    I am also focusing on specialization. I have enrolled in two trainings that will take a total of eight work days in the next four weeks, all to strengthen my personal communications skill sets. There are more that I will need to take on if I want to stay on the edge.

    Welcome to the evolution revolution. The great challenge for us as communicators is maintaining a constant state of learning. Only then can we transform and successfully meet the times over and over again.