APEX SpotlightPOSTED May 2, 2016

Sometimes PR is about not creating attention

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connecting with nature

Why do you do the things you do? What makes you the practitioner you are today? APEXers are chatting with colleagues to get to the bottom of it. So, meet account director Diane Bégin @dibegin.

1. What piece of advice do you give all clients?

“The importance of “what’s in it for me” for your audience. It’s not about you as a brand or organization, but about them as individuals. Make it easy to understand why they should care about whatever you’re talking about.”

2. Where do you find inspiration?

“I find inspiration by disconnecting from technology and either connecting in-person with someone or connecting with nature. New experiences really do take your mind to new places (research says you need at least 45 minutes of new experience a week), so I make an effort to always make that happen.”

3. What trend should others be watching?

“The death of “surprise and delight” within the tech space. While companies strive to delight with apps and technology, the surprise element is gone because our expectations are already elevated in that we believe technology can do whatever we imagine – even if it can’t.”

4. What’s a memory that stands out from your career?

“A moment from my career that stands out is from a crisis situation years ago, when I realized the power of timely transparent communication so as to not attract attention. Alleged tainted packages were being delivered to our community offices. Through regular communication with all those affected, we not only managed to tame fears, but also properly communicate with media throughout until we had all the details. Turns out it was a hoax and the issue didn’t get any unnecessary media attention causing more fear. It was also a lesson in really knowing and connecting with our audience.”

5. What brand or organization is on top of its comm game?

Wealthsimple Financial Inc. lives out their simplicity through succinct messaging and knows when to get their message out there.”

What makes APEXers tick? Read more interviews.

These questions with APEXer Diane Bégin were compiled by senior consultant Kylee Berencsi. What inspires you? Let us know here or on Twitter.