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In Part One we learnt how raising babies is tough. Okay, so not much of a revelation there to anyone that’s tried it, but as Baby Beno is having an unusually long sleep, here are a few insights and tips from the early days…

1. Be on your guard as early as possible
At just one day old, Baby Beno was getting a lot of attention, from nurses, midwives, paediatricians etc. All as expected and all fairly routine. One surprise visitor was the Bounty pack woman.

Of course at that stage your relief juices make you happy to speak to just about anyone, which is good news for £50m+ company who’s representative wanders the maternity wards taking names, date of birth, email addresses, even nappy preferences, all in exchange for a couple of product samples and wedge of coupons.

There can’t be many things that have stayed stuck in there from my actual university days (they were ahem, a few years or so ago afterall) but one thing that certainly stayed with me is the inevitability of communication.

The idea that whatever you do and however you say it, you ARE sending a message to customers, suppliers, prospects and other key audiences.

Perhaps it was the absurd analogy of a dead person communicating that they weren’t alive by ‘not breathing’ that made it so memorable.

Whatever, I’m glad it stayed in there.

When you consider this idea, it maybe shifts the focus on ‘whether’ you communicate, onto ‘what’. Many clients now accept the idea that bad news fills a communication vacuum.

It might just be gossip or it might be malicious, but either way, it’s easy to see examples of companies getting a hard time or fending off wild rumours when there’s no official viewpoint to fall back on.