Content marketing: Telling Meaningful Stories

The so-called “organizational opinion”

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.


You’ve probably heard it:

  • What’s the organization’s stand on this?
  • What does the organization say about this?
  • So and so is or isn’t representing the organization’s opinion.

And I wonder: Can an organization have an opinion? Of course not. The people part of an organization – collectively or individually – can, though.

The opinion is either the opinion of a decision maker or a group of them. Many times, it’s not even an opinion. Organizational opinions sometimes are closer to safe answers.

“We support the best.”

Sometimes organizational opinions sound like this:

  • We don’t comment on this kind of thing.
  • We have to evaluate all of the facts before saying anything else. (Good luck with that one. All the facts.)
  • We agree with whatever so and so agrees with.

And doesn’t “we don’t have an opinion” actually mean “we do have an opinion but don’t want to tell you?”

Everyone has an opinion. Even journalists  have opinions, despite trying so hard not to. (I used to be there!)

Opinions sometimes aren’t safe and not everyone will like them. And can organizational collectives have one opinion and individuals part of that collective have another opinion?

Ultimately, it comes down to this: What does an organization stand for, what do its members belief and try to accomplish?

The organizations that have defined this well, will likely never have to give their “organizational opinion” for specific events ever again. People know what it is, even without somebody massaging the wording for a specific response. The opinion doesn’t change from day to do. It is what it is.

People will know – whether it’s said or not. And the actual people that are part of the organization will believe the collective opinion because it’s what they live and believe in.

It’s OK to have opinions – especially when they are authentic and have long been defined by what we do day in and day out and aren’t just decided  for specific events happening now.

(P.S.: And this doesn’t mean that our opinions can’t change/evolve over time.)


###

Book a Free 15-Minute Content Session

Have questions about your content strategy? Schedule a free session with me - Christoph Trappe.

What You Can Get Advice On

  • Content Strategy
  • Authentic Storytelling
  • Social Media Strategy
  • Content Marketing Tools
  • Content Team Structure
  • Content Marketing Strategy
Yes, I’d like a Free Content Strategy Consulting Session


Disclaimers: The information provided in articles is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Enjoy and best of luck telling the best stories in your organization and life!

Christoph Trappe

Hello and thanks for stopping by. I’m Christoph Trappe and I’m the Vice President of Content Marketing Strategy at ScribbleLive, which is based in Toronto and is a global content marketing software company.

Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing.

I’ve written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs.

If you need help, just visit the Contact Me page in the navigation and drop me a note. I’m always happy to chat!

Thanks for reading!

– Christoph
ctrappe@christophtrappe.com
319-389-9853

Hire your next content marketing strategist here

Confirmed talks

 

Dec. 6, 2017
Des Moines, Iowa

 

Lisbon, Portugal
March 3, 2018

May 2, 2018
Victory, Canada

book now

why content marketing projects should be fun

 




Updates in your inbox! No spam!

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

%d bloggers like this: