In my mind there are two types of procrastination: avoidance procrastination and productive procrastination.

Avoidance procrastination is pretty self-explanatory: why do something painful now when I can put it off to another time? . . . when it usually turns out to be more painful than just getting it done in the first place.

But I also believe in productive procrastination. In our email-popping, tweet-chirping, time-cramming busy lives there is a tendency to jump all over a task, get it done, and move onto the next thing. Check, check, check down the list.

But some tasks require thoughtfulness and some thoughtfulness requires letting an idea or problem percolate at the back of the mind. After years of working, I can actually tell what I am thinking about a task, while not consciously thinking about it – like bread dough being allowed to rise before baking. I’ve learned to trust the process and still make my deadline.

So in this Week After National Procrastination Week, I encourage you to put something off. You’ll be amazed at how brilliant you can be when you’re not trying so hard.

The great thing for television advertisers about live, must-watch sports is that viewers are far less inclined to change the channel. Watching past events via PVR is just not the same, so there probably weren’t many instances of folks fast-forwarding commercials.

But after a few days of watching live Olympics coverage I started to get irritated. The same commercials from the same sponsors with the same segues and the same network theme-song were played again and again and again. And again.

And again.

That definition of insanity-by-repetition was now two-way: I thought that the sponsors were crazy not to have developed a wider variety of commercials, and I thought that the relentless repetition I subjected myself to was making me insane. (Warning: click link with caution.) That power-ballad theme-song still reverberates in my head.

There were some commercials that were so incessant that I may have sworn that I would boycott the product and/or the sponsor – just to spite them.

No doubt there’s ample research that proves the efficacy of relentlessly repeating advertising, and that you must run a campaign for a few months, stop it for four, and then restart it for another two. But I’d love to see post-Olympics audience research.

One of the great aspects of working in public relations is that every day is different and new, and that just about every example of success is different from another. PR resonates through creative variety, subtly tweaking things for specific audiences.

In this career, the more things change the more they stay the same. And, to me, that’s the definition of marketing wisdom.

In case you have missed the saga, the February 15, 2010, Washington Post story details some of the issues. Reporters David A. Fahrenthold and Juliet Eilperin explain that errors in the 2007 report by the IPCC stating “warming of the climate system is unequivocal,” and that “humans are causing it” have led the report’s conclusions open for attack. The Post story lists some of the following examples:

The report said the huge glaciers in the Himalayan mountains might disappear by 2035. The figure was supposed to be 2050. And even at that later time, some scientists think it will take longer for the enormous glaciers to melt. See IPCC statement on this error, issued on January 20, 2010.

The report links high insurance payouts to rising temperatures. Critics contend other factors are driving this trend. On this point, the IPCC has defended its conclusions. See its January 25, 2010, statement.

The report misstates the percent of the Netherlands that lies below sea level.

While these points don’t in anyway change the validity of the findings, they are raising questions about fact-checking and the process of reporting this data.

For the IPCC, which is volunteer-run largely by scientists, it needs to place more emphasis on its communications program. When asked by the Post reporters to comment, it “did not respond.” In crisis communications, “no comment” can be deadly.

What can the IPCC do to quickly restore confidence in its work? For starters, it needs to recognize it is in a crisis and that in a crisis an organization must respond quickly, strategically and effectively. Here are some unsolicited steps the IPCC should consider:

1. Accept blame for any and all errors in the report, not just ones that are being questioned now. Report any other errors that may have surfaced but have yet to come into question. This should be made public and soon.

2. Establish a more rigorous set of procedures to ensure the integrity of all information released by the IPCC. The journal Nature published recommendations by a number of scientists to improve the accuracy of future documents.

3. Appoint one or more spokespeople who are equipped and informed to respond to questions about the report and the process. Go on the offensive by meeting with leading environmental journalists, government leaders and other opinion leaders to attest to the reliability of the findings of the report and explain steps to ensure greater reliability for future research findings. This should be part of a proactive communications outreach effort.

4. Hold another climate change summit at the U.N. to try and regain momentum following the less than desired results in Copenhagen.

5. Invite some of the leading climate skeptics to a series of televised public debates with some of the scientists representing the IPCC report.

Some might argue against a debate, thinking it will just give skeptics a greater forum, casting even more doubt and delaying legislative action. However, public opinion about the role of humans in causing climate change and its seriousness has dropped alarmingly, as reported by the Pew Research Center in its September 2009 research. We are getting close to half of Americans not believing humans are the reason for climate change. Without public support, it is unlikely we will see broad legislative action to address this issue.

Essentially, the 32-year-old whiz-kid city counselor, Adam Giambrone, declared his candidacy for mayor a few weeks ago. He’s also the chair of the much maligned Toronto Transit Commission (subway, buses, streetcars), which has been the subject of a few social media images involving a sleeping ticket-collector and a driver on an extended bio-break.

Anyway, Giambrone announced his candidacy with his live-in girlfriend, replete in politician-wife-looking attire, at his side. One might suppose that the optic was intended to show commitment and maturity. The Toronto Star – the city’s largest paper by circulation – mistakenly described her as Giambrone’s “wife.” (Oops!)

Before the Star could “clarify” that he wasn’t married, one of Giambrone’s other girlfriends read the (incorrect) news of her former-lover’s marital status, and decided to out him about his alleged peccadilloes on, presumably among other places, the sofa of his office. Talk about subway workers sleeping around . . .

Giambrone then made his biggest mistake. He forgot to tell the truth. He gambled, and tried to fudge his way out of the mess by saying the relationship was essentially platonic. He was then outted, and subsequently admitted to his indiscretions, obviously caught in a colossal lapse of good judgment and honesty. Yesterday he quit the race, and his once promising political future is being questioned.

A mantra I live by is one that Mark Twain famously said and my Dad taught me: “When in doubt, tell the truth.”

When in doubt, tell the truth.

Twain was being ironically funny, since there should never be any question in the truthful person’s mind about being honest. But, invariably, when I’m in a quandary about what to say, the truth is the best solution. Confront the truth, deal with it, manage it, learn from it, and improve by it.

We humans are inveterate gamblers. Because we’re blessed/cursed with the knowledge that we’re one day going to unwind this mortal coil (read: die), we take calculated risks all day long. We understand the risk-reward of being a pedestrian, of climbing that mountain, of doing that bungee jump, of playing blackjack all night, of tripping the guy on the other team, of eating that two-day-old piece of pizza . . .

Fudging a story is another calculated risk. President Clinton obviously thought he could get away with declaring he did not have sex with that woman, and President Nixon felt he might not be found out to be a crook. (Interestingly, when caught out, they both resorted to contending they had personal, moral definitions of “sex” and “crook” that differ from conventional interpretation of the words. Right.)

But the repercussions of not confronting the truth are far greater than the problem itself. It’s far easier to forgive a mistake than to pardon a lie and a massive judgment-lapse.

When in doubt, tell the truth.

Besides, as Mark Twain also said, “If you tell the truth you don’t have to remember anything.”

Yet, in a workplace of talented, forward-thinking and hard-working professionals, it’s human to be intimated and hold back, only to later regret not speaking up.

My pitch idea might not make sense.

What if my team members judge me?

My voice isn’t valuable.

Heart racing, hot flashes, clammy hands, and ultimately fear. These are real thoughts and emotions that I have experienced as an account coordinator.

A year and counting into my career at Environics Communications, I have learned through brainstorms with the technology team and cross-practices, client meetings and one-on-one conversations, that a junior voice is as valuable as our senior peers and mentors. I have learned that it’s not only training and practice that gives you the right to speak and consult.

In Malcolm Gladwell’s Outliers, he presents the notion that 10,000 hours of practice or 10 years of work coin an expert. Gladwell’s concept is weighty; however, while expertise is credible and valuable to help our clients innovate and succeed, life experiences, character, generational insight and multiculturalism, for example, are equally beneficial and influential. Junior and senior. Twenty-two and over-the-hill. Jubilant and reserved.

While Generation Y grew up with the Internet, baby boomers came to it later. While senior management once monitored the media in their first public relations job, an account coordinator today could bring a new perspective to improve the process. From every angle, every voice matters.

At Environics, everyone is encouraged to ask questions and share suggestions. It’s reassuring to know that even as a “minor-niners” our voices can be heard and valued. We share personal and professional goals. A conversation in the kitchen. A Lunch and Learn that tips the iceberg for a new pitch. We’re all in it together. No one is out to get me or you. We all want each other to learn, succeed, grow and learn more.

How can we build our confidence to speak up? Here are tips that have helped me and others:

Encourage your team members: If someone asks me for my thoughts, I’m often more willing to speak up. People like to share what they think and know.

Try Toast Masters: Practice public speaking to help calm your jitters. Join fellow professionals, receive feedback and build leadership skills. This is on my to-do list.

Prepare: Avoid the risk of jumbled thoughts, and prepare bullet-point notes that you can comfortably and confidently share.

Read Seven Habits of Highly Effective People: For 20 years, this book has helped people overcome personal and professional challenges. The key is to first learn to shift your perceptions to positive thinking.

Team support: A simple thank you note or high five for great work can build a team member’s confidence, and encourage further contributions to discussions.

You don’t have to wait 10 years to be a communications expert or veteran. Spread your wings and soar into your next brilliant idea.

I welcome your suggestions. What works for you?

Apple understands this. Like perhaps no other company in history, Apple has been able to tap in to the insatiable desire to fantasize and speculate. They understand that the possibility of that asteroid hitting the earth in maybe 30,000 years, and the speculation on what kind of damage might ensue, is far more titillating than the fact that the Vredefort crater was determined to be a massive meteor strike two-billion years ago.

This week’s purported unveiling of the iSlate or iPad – or whatever Apple will call it tomorrow – takes advantage of speculation and the great “What-if?” in news reporting. The company’s apparent ability to inculcate employees to be silent allows them to nurture the world’s natural wonder, and the media’s desire to feed it. Time and again, Apple leaks just a smidgeon of detail and sits back and enjoys the priceless buzz.

Other gizmo-makers try to generate buzz about new products, but generally fall far short of Apple’s skill at saying nothing, except for very tiny controlled leaks that provide just enough information to get the media salivating. Apple is probably better than any significant organization on earth – corporation, government, religion, sect, club – at keeping its people quiet. Simply put, other organizations’ employees blab and leak far too much, ending the speculation and interest.

Palm’s launch of the Pre successfully tapped in to the What-if? strategy. [Disclosure: an Environics client.] The company let out just enough information to keep interest and speculation percolating, and the product lived up to the buzz.

The auto and fashion industries like to take the opposite tack: they unveil concept cars and haute couture, gauging public reaction to and acceptance of design extremes, then ultimately soften the final retail versions, thereby mitigating the risk of failure.

While Apple taps in to the speculative news strategy perfectly, such methods can backfire when the ultimate product fails to live up to the hype. The Apple Newton is the example routinely, and probably unfairly, trotted out. The aptly named Newton laid a foundation for a whole range of devices and concepts, culminating perhaps in the “iSlate.” Further, Apple learned from the Newton “failure” that they can be far more successful letting others make mistakes first, then come in with a killer product.

Deploying successful teasing marketing strategies takes great discipline by all concerned, and it also takes years to build up credibility that gets people to listen to cheap talk, because they expect fantasy fulfillment at launch. You have to deliver on the pent-up anticipation that you created with the media, and one or two lunch-bag-letdowns will destroy years of banked cachet.

Communications professionals can take advantage of human beings’ innate awe of the great unknown that very often forms the basis of “news.” By exploring that desire for What-if? through sneak-peaks, controlled leaks or even something as simple as a corporate leader speculating about his or her vision of the future, the communications value can have the impact of a marketing asteroid.

A Toronto Transit Commission fare collector was sleeping on the job in his ticket booth when a transit rider took a snapshot of him. The picture has been circulating every blog, social media site and email chain for several days.

Okay, Rule #1: don’t sleep on the job. But the strangest part of the whole situation is what came next.

Bob Kinnear, president of ATU Local 113, which represents Operating and Maintenance employees of the TTC, released the worst news release/statement ever. Kinnear feels there was reason to believe the employee might have been ill – not sleeping (umm yeah sure). In a backwards-pointing-the-finger way he suggests that riders should not have taken a photo or laughed at the situation but instead knocked on the glass to see if “he was unconscious as a result of some medical problem.”

Gotta love the blame game. What are your thoughts? Is your $3 a ride well spent? Should we cut him some slack?

I’m no doctor, but people who are unconscious due to a medical emergency are not normally laid back with hands clasped together on their tummy.

But wait – there is an update and perhaps I’m too harsh.

The TTC ticket collector caught napping has a name – George Robitaille and he is sorry. The 30-year veteran had a heart procedure in August 2009 and is taking special medication. Not wanting to discuss what happened January 9th, all he said was “The issue has been resolved.”

Honestly? Resolved? I think this is the tip of the iceberg . . .

Nexalogy Environics offers a diverse range of intelligence services based on data taken from various social media platforms, most importantly weblogs and Twitter. Services range from a simple overview of social media conversations to advanced multi-variable, multi-year analyses of complex issues and interactions. All of the work is done by a combination of software to capture the discussions followed, importantly, by human analysis.

We believe social media tracking and analysis are here to stay. We also believe the marketing world needs to accelerate the use of measuring tools so that campaigns can be grounded in fact and not hype or assumptions.

There are many ways for marketers to waste money in social media efforts today. The pioneering campaigns are to be admired, for sure, but they are not the way of the future. At Environics, we believe social media analysis should take its rightful place alongside –but not instead of – the traditional tools such as public opinion research, media monitoring and stakeholder analysis.

We aim to give marketers the 360° perspective, and they deserve no less.

If recent news is any indication, I’m not the only person who feels this passion. The Canada Reads shortlist was announced towards the end of 2009 and the online chat boards are busy (much to my content, one of my favourite reads of all time is in the top five this year!).

Last November, arts media were waiting with bated breath to learn who would walk away with the Scotiabank Giller Prize (if you haven’t already, check out their website – you can read the first 10 pages of all the nominated books online). Film studios also rushed to release their best in time for Oscar this December, which will make movie theatres my second home up until the ceremony in February.

And, as Andrew pointed out in a recent blog post, reporters are also getting in on the storytelling game, filling in the blanks that facts cannot.

As PR professionals we get the unique opportunity to tap into stories in a powerful way.  Our clients trust us to dig behind their gates, find something of universal interest, and build a relevant tale around it. But we don’t do this for fun: by uncovering an angle that positions our clients as authentic thought leaders we help them connect with their customers strategically, in ways other marketing vehicles cannot. And if we stay creative, I believe that our stories can be just as attention-grabbing as any fictional tale.

I recently read an article that explained why storytelling is so important in today’s economy. Some of the reasons given in this piece include:

- An authentic story makes you memorable and brings your brand to life.
- It differentiates you from your competition.
- It positions you as a visionary in your field.
- It makes you accessible to your audience.

I enjoy clever copy, catchy jingles or well designed logos as much as the next gal, but nothing gets me the way a good story does. And I don’t think I’m alone in that.

A well-established political reporter has commented “. . . one should not put too much stock in the size of Facebook groups – they can go viral for reasons that defy explanation and are not a reliable gauge of public opinion…”

Believe me, I am not a blind enthusiast for Facebook.  In fact, I think that it fails more often than succeeds when applied to communications strategies.  However, to downplay the significance of this phenomena betrays a fundamental misunderstanding of both how social media operate and the significance of a fast-moving group like this.

She’s right that this Facebook group is not a scientific survey of public opinion.  In fact, it’s pretty much the opposite.  Membership is open and unframed.  The content is fluid and defined by the membership; so someone can try to hijack the conversation and tone (although there is nothing like crowd dynamics to slam such attempts down.)  The tone vacillates from earnest to abusive to vapid to profound as each contributor speaks.  The voices are personal, emotional and expressive.  It’s big, crazy, torrent of stream of consciousness.  And that’s exactly what makes it important.

The challenge for all communicators is to reconcile the roles of old and new tools.  Facebook isn’t a proxy for a survey.  It’s something different: it’s a great big slice of unfiltered conversation.  And to ignore it or dismiss it is a big mistake.