Asking the Right Questions

I always felt like marketing was quite a fluff, but PR was something that I liked, the more i ventured in it. The more lessons I took in PR the more i enjoied it. On the contrary, the more marketing classes I took, the more I hated it. Well, when I first joined the organisation, my first task was a huge one. It was to design a communications strategy for the company so that there would be a clear direction as to how to build up brand name, ultimately, how to get more people do dance AND keep dancing.

I recalled what I had learnt in classes and decided to conduct a client brief, where I would question my manager and milk out as much information as I could. What was interesting was that, like many of the other client briefs I have conducted, it was never a one way communication. I feel like many a times, business owners almost never have a clear idea as to why they exist and what they do. Sure they had an idea, if not the company would not have started. But nothing of these sort was written down, carefully thought out and strategically considered. One really important skill to have, I felt, was the ability to ask the right questions.

There were two types of questions I found myself asking. One was the real question, the other would be the confirmation question. Here are some examples from the QnA session that would help us better understand what I mean:

Q: Why is it that the community in Singapore is plateauing?
A: Well, I think it's not as fun as it used to be anymore.
Q: What was it like last time?
A: It was more carefree and it was really all about the dance. We would go out for supper after dancing, and it would be really nice.
Q: Does that mean that if there were suppers, that the problem would be solved?
A: I don't think so. mmm... I think it's the people.
Q: What about the people that makes it no longer as fun?
A: Some people are really competitive and it affects the community a lot.
Q: Does that mean that if these people were isolated, that the problem would be solved?
A: Not necessarily. I think there needs to be lots of fun stuff to take away the focus off the competition. After all, we dance because it's fun. I think it's really all about the fun.
Q: Does that mean that if these people remain, and there are lots of fun events, that the problem will be solved?
A: mmm... I think competitive people will always be competitive. But maybe if we emphasize the fun factor, that it might dilute the effect their competitiveness has on the community?
Q: Does that mean that if we keep telling people that it's all about the fun and not about winning, that the problem will be solved?
A: I think that would help a lot.
Q: Okay so let's say the community has a lot of fun fill events, which can also be in the form of suppers, and there's a conscious effort to emphasize the fun, that the community will start to grow out of it's plateau?
A: Possibly.
Q: Imagine that you're a new person who comes into the community and there are lots of fun events and suppers. Would you stay?
A: Yea why not.
Q: Second scenario. There are lots awesome dancers that are really good (assuming that competitive dancers are good because they compete), would you stay?
A: Yea why not.
Q: Third scenario. There are lots of awesome fun events but not many good dancers. Would you stay?
A: Yea, I don't mind.
Q: Ok last one. There are lots of awesome dancers, but there's not fun events. Would you stay?
A: hmm... feels rather dull, but I might consider staying around for a bit more.
Q: So would I be right that the key factor that is chasing people away is the lack of fun within the community? Not necessarily whether or not people are competitive, but that there has to be a consistent element of fun within the community for it to grow?
A: Yea you're right. That's awesome, we just nailed down something important here.

What I did within this QnA session was to try to isolate the root of the problem by asking questions. I also realized that it was important to isolate oneself from the problem. When I first heard the background of the problem, a part of me assumed that the problem was the competitive dancers. But it was only after unbiased questioning and digging that I realized that it wasn't necessarily the case. This experience has taught me and reaffirmed the way I look at and solve problems. It's been a good time so far!

I hope this experience helps all of us! Thanks! Signing off!

Eugene Wong

The Two Week Event – A Colosoul* Endeavour

*Mind the pun, I do mean colossal.

When I first entered the office of Colosoul Group Inc, the brain-child of Tricia “Trish” Ray, I didn’t know what to make of the group of 20 people crowded into the room with eager faces. I nestled into a chair of my own up very the front as my face morphed to mimic the group of other potential volunteers.  Trish opened by discussing the company, and the mission she has endeavoured towards since it was first established.

Colosoul Group has an somewhat unusual internal working, which in my eyes seems to work to benefit the productivity of Colosoul, as there is a strong sense of team work and co-operation between departments in order to get work done by people who are passionate about the projects. This is as opposed to forcing people into a role they wont enjoy and end up putting little effort into – which I’m sure we are all guilty of in those first few jobs, the ones we needed as stepping stones into desirable employment.

Colosoul has ongoing, permanent projects that include 8 publications, all for different demographics and to help promote awareness and gain charity for other not-for-profits such as Extinction Sucks, FTP, PMH and the Esther Foundation.  While people where allocated roles for particular publications (print and online magazines), they also have departments dedicated to particular focuses such as film, fashion, design, journalism, human relations, public relations and more! I found the harmony in the spread of people and relaxed nature of Colosoul – motivational messages line the walls of the small office, and it is a very close-knit environment. With people available as “general” Colosoul staff who have different specialties, we are encouraged to seek out the help of others by the means of a Colosoul Facebook Group, or just face-to-face to see who is interested in helping with projects here and there.

Having already spoken with Venus the company director, the publication I was handed the reigns to was Greta Photo Book, which has a message to promote awareness and to erase the stigma regarding Mental Health – which is a cause I couldn’t have been happier to be involved with. It also aims to help photographers Australia wide (starting locally) to have a chance at being published and getting their name out there – which also gives the publication a theme. Overjoyed, but overwhelmed I took in the news, excited for this new stage in my life while feeling butterflies in my stomach at the idea of taking on a virtually abandoned publication by myself.

I had a lot of brainstorming to do, a lot of phone calls to make, and Mental Health Week fast approaching. Given the cause, this seemed like a fantastic opportunity to re-invigorate Greta with an exhibition. Unfortunately with only two weeks to plan and put together it was time to say good-bye to my friends and hello to technology, as I research; plan; call; email; beg; and organise. My new friends are my phone, the Greta facebook account which I hastily revamped (**picture below), and email.

**Greta Photo Book Facebook www.facebook.com/gretaphotobook

I cannot wait to let you know how this unfolds!

Until then,

Imogen Clark

Curtin Bentley Campus