Nothing against those fine establishments, but how can you possibly be serious about saving your nearly bankrupt business if you’re expensing a room that runs between $500 and $1,000 a night?

Talk to any marketing professional and they’ll tell you that consistency is the foundation of effective communications. But there’s more to consistency than saying the same thing over and over again. You must make sure what you say is completely aligned with what you do.

Otherwise, you can build paramount awareness but completely blow your credibility.

Which may be exactly what Detroit is doing. The big 3 car companies are working diligently to draw attention to their message. Some executives even drove down from Michigan to help make their point. Congress clearly understands the gravity of the situation, yet there’s no real enthusiasm on Capitol Hill (or anywhere else) for a rescue? Why not? Possibly because automakers haven’t done anything (or at least enough) to suggest they’ll use the money wisely and won’t have to come back for more.

In other words, their communications lack consistency—the kind related to believability, not repetition. It’s a tough way to learn that there’s more to messaging than staying on point (or making a few symbolic gestures). But when the stakes are highest, action (or the lack of it) speaks so loudly no one can hear any of the words.

And oh yes, if they’re paying for those expensive rooms out of their own pockets, that’s a sightly different story. Will it be different enough? We’ll find out when we see what kind of help they finally get.

EO 13423 requires federal agencies to “lead by example in advancing the nation’s energy security and environmental performance.” Much of this week’s Green Computing Summit in Washington, DC focused on EO 13423—what agencies have accomplished and what remains to be done.

The goals of EO 13423 are pretty extensive considering that the outgoing administration is not widely regarded as being particularly friendly to the environment. Just a sampling of objectives set by the order include:

• Increasing agency purchases of hybrid or alternative fuel vehicles.
• Reducing petroleum consumption in fleet vehicles
• Reducing overall energy intensity by 30% by 2015
• Constructing or renovating buildings in compliance with sustainable practices
• Purchasing electronic products that comply with Electronic Product Environmental Assessment Tool (EPEAT) standards
• Enabling Energy Star® power management features on all computers and monitors

Keep in mind that these aren’t suggestions but mandates; agencies must comply unless President Obama repeals the order. I think it’s safe to say the chances of that are pretty small. The incoming administration is much more likely to think these requirements don’t go far enough.

That means big changes are coming as the government gets serious about sustainability. And the bigger the change, the more vital it is to communicate clearly. Sustainability isn’t rocket science but it’s close. Almost every choice involves economics, science, technology, acquisition policy, and the usual hefty dose of politics. Here, success depends on buy-in, buy-in depends on understanding, and understanding depends on the ready availability of good explanations.

Achieving the goals of EO 13423 involves reorienting behavior that’s been reinforced by decades of practice, policy, and even legislation. So how can government inspire people to feel excited rather than threatened by the prospect of change? How can agencies encourage employees and citizens to become active participants in the process?

The answer is by communicating effectively at every level, every stage and every opportunity. If they’re going to get it done, they have to get it across. The future of the world and of the country may actually depend on it.

http://cparente.wordpress.com/2008/10/23/news-from-the-front-lines-government-20-success-stories/

For a full event recap, check out the tweets from Wednesday’s event.

@wamurray: Putting a human face on gov’t is a real key benefit to social media (HHS secretary blog, USA.gov blog)

@wamurray: #SMCDC Miguel Gomez from AIDS.gov spoke about repurposing content (blogs,podcasts); something we’re doing in our social media work w/clients

@creativeblogs: excellent presentation last night at #SMCDC @aidsgov.

@ssoper: RL meets dead tree. saw a presentation at #smcdc last night that mentioned lafd using twitter then read about it in wired today

@ctorgan: Pew resource cited at #smcdc http://www.pewinternet.org/ podcast use (19%) vs mobile access (62%) Demographics v relevant

@mamadouthiam: #smcdc great to see other .gov people take the time and make the effort to improve their agencies (on their own time)!

@digitalsista: facebook is not 508 compliance. if u build the model 2 be compliant in the 1st pl they is 0 cost 2 chng

@JustinHerman: If the gov jumped on every shiny object every agency would have a friendster page - Mike Panetta

@bdgiesen: internal webinars to educate gov employees. Good way to train, make people comfortable w social media

@jacquebrown: They may not be 2.0 thought leaders but they are change agents - equally critical

@tanyachadha: Tracy Johnston of business.gov has some interesting points about getting smll biz owners involved w/ social media #smcdc

@willfleiss: Panetta’s Predictions in 2009: member of congress twittering from the house floor… Yes…congress can tweet…a law passed

@mixtmedia: “we can no longer afford to work at the speed of gov’t” Brian Humphrey from @LAFD via @mikepanetta #SMCDC

@abfdc: Secretary Leavitt’s pandemic flu blog didn’t bring HHS down, points out @jbell99 I created that with @beautifulthangs

@sarahmarchetti: In pre interview with miguel he said the role of a gov social media employee is train staff and respect where they’re at. No judgment

@ssoper: #smcdc govt + web 2.0 is happening quicker than you think

@mamadouthiam: #smcdc aids.gov speaker doing some very good work. Emphasize the importance of educating colleagues

@lyf108: #smcdc miguel gomez from aids.gov is a fabulous speaker

@JustinHerman: One of the biggest lessons: I have the obligation to train and educate my colleagues on blogging and podcasts - AIDS.gov

You can also find all of the SMCDC Tweets on summize.com.

Hear what Matt had to say on Amtower Off Center.

Thanks!

What marketing challenges keep you up at night?  or,    How have you solved them?

What resources do you rely on?  or,    What resources do you offer?

Which networking groups address your needs?  or,    Which ones waste your time?

What is the best idea you’ve heard this year?  or,    What is your best idea this year?

Which campaigns have performed best for you?  or,    Which ones do you wish you had avoided?

What are your best research sources?    or,    What kind of research is missing?

What questions do you have about marketing technologies?    or,    What do you know about marketing technologies?

 

Again these are just a few ideas…this is your group…so tell me what you want!