By the time that you read this I will be too engrossed in watching The Punisher to care
I don’t know if I hadn’t been paying attention or if it hadn’t been put out there in the media but Plaxo is closing down. Plaxo synched your address book to people’s profile cards which they changed if they moved jobs, changed their cell phone number or email address. It was clunky but the data in and out was more useful than LinkedIn or Facebook since.
I gave up on it when it started to have issues with LinkedIn connections. Comcast had been running it quietly for a number of years but have evidently given up on it. It’s main legacy for me now is knowing the real birthdays of many contacts as this was before the web got quite as crime laden as it is now.
This week I have been listening to Pleasure – the new single from Luxxury and this fantastic play list from Chicago legend Mike Dunn of the tracks which most inspired him.
Dunn isn’t as famous as Frankie Knuckles or Steve ‘Silk’ Hurley but has production credits on Sterling Void’s ‘Don’t Wanna Go‘, Julian ‘Jumpin’ Perez’ ‘Relight My Fire‘ and as an artist in his own right with the likes of ‘God Made Me Phunky‘.
Back when I started work I was obliged to do night classes in chemistry. It was tough going (partly because I wasn’t that focused) and my existing Walkman WM-24 whilst good had given up the ghost. I decided to put what money I had towards a Sony WM-R202.
Why that model:
It could record reasonably well which I convinced myself would be handy for lectures. It was not up to a Pro Walkman standard as the Dolby circuit fitted was for playback only. (I couldn’t afford the professional grade WM-D6C at the time and they weren’t the kind of device that you could easily fit in a pocket either. They were big and substantial.)
It had a good reputation for playback. Not only did it have Dolby B noise reduction and auto reverse on cassette playback, but it held the cassette really well to its metal construction. I learned the benefits of good tape cassette fit in a rigid mechanism the hard way. I had got hold of a WM-36 which on paper looked better than my previous Walkman with Dolby NR and and a graphic equaliser, but hand to keep the door closed with an elastic band. It was a sheep dressed up as a wolf
Probably the biggest reason was that it intrigued me being not much larger than an early iPod and was crafted with a jeweller’s precision. It was powered by a single AA battery or a NiCd battery about the size of a couple of sticks of chewing gum. It looked sexy as hell in in a brushed silver metal finish.
Whilst the buttons on the device might seem busy in comparison to software driven smartphones it was a surprisingly well designed user experience. None of them caught on clothing, the main controls fell easily to hand and I can’t remember ever having to use the manual.
What soon became apparent is that you needed to handle it very carefully to get cassettes in and out. I used to carefully tease the cassettes in and out. Despite my care one day it stopped working. Given that mine lasted about two weeks, I am guessing that mine was a lemon and that the build quality must have been generally high as you can still see them on eBay and Yahoo! Auctions in Japan.
Since mine gave out well within a warranty period, I look it back to the shop and put the money towards a Sony D-250 Discman instead.
Here’s a video in Japanese done by someone selling a vintage WMR-202 on Yahoo! Auctions which shows you all the features in more depth.
In part five I focused on tactics in terms of creative, channels and calendar. In this final part I am going to look at resourcing and commitment. At least the plan should have an outline of what resources are needed and the investment required.
Schedule of activity – I would also recommend a critical path analysis to see if there are any potential bottlenecks. This also reduces the level of management oversight required, as it can be just focused on the co-dependencies which might cause bottlenecks
1-pager outline of plan to get sign off from the person deemed ultimately responsible
Signed commitment by all parties. I am not talking about the legal agreement, instead a simple written agreement by everyone involved in delivery. Behavioural economics research has shown that owning a commitment increase the chance of someone actually doing it
Appraising ‘resources and commitment’ in a PR plan
Do you understand from the plan what can delay implementation and how much that delay looks like?
Is there a clear understanding of resources and priorities?
Is the amount of effort (and budget) realistic for the outcomes desired? (PR since it depends to a certain extent on earned media is always a game of chance)
Have all the people on both agency side and client side needed committed to delivering on the activity in writing?