My personal manifesto/resume - created late 2005.

1. Lee Hopkins
Communication doesn’t
boring
have to be

2. They say “Communication is a serious business”
I say “But it doesn’t have to be boring!”
They say “We need to get our message out”
I say “But in their language!”
If the message is not in the language of the
receiver then the transmission is a waste of time
and energy – and will annoy them!
They say “We need inkage”
I say “We need linkage!”
The new direction of communication is the fusion
of offline and online worlds. Column inches and
ink are no longer the only metrics – soundbites,
bloglinks and google rankings are becoming
more important. We need to pay attention.

3. They say “We They say “Talk to your audience”
need to control I say “Soundbite them first!”
the message” We have 7 seconds before they tune out. If they
choose to tune in, only then we can engage in a
conversation and start to build rapport and a
I say “The
relationship.
audience will
always control They say “Improve and Maintain”
the message!” I say “Destroy and Re-Imagine!”
People are swamped by over 1 million messages
a day. The traditional ‘Interruption Marketing’
approach has lost its authority. And is now
haemorrhaging advertising/marketing budgets.
We are in the ‘Permission Marketing’ age, where
we have to get people’s permission to talk to
them first, before they give us their full attention.
Transparency and willingness to engage with — just ask Kryptonite (they lost US$10m by not listening
your audiences are the new ‘musts’ for business to and engaging in a conversation amongst 20m people)

4. They say “Design is
very important”
I say “Design is
essential – but only
when it supports
and underpins the
words you use…
AND MAKES SENSE
TO THE RECEIVER!”
They say “Basic Black”
RULES!”
I say “TECHNICOLOUR

5. They say “Print has always worked for us”
I say “There are new communication
channels you need to master!”
They say “Communication is about imparting
knowledge and ideas”
I say “Communicating is about sharing
experiences and passion!”
They say “Communication is about telling a story”
I say “It’s about conversation by sharing stories!”
The one-shot, one-way style of communication is
no longer enough. Markets are now demanding
we engage in conversation with them.

6. The new channels of communication won’t
go away. We need to be embracing the new,
whilst still mining the old. Blog and podcast:
Which is why I blog and podcast – to leehopkins.net
embrace the new and build competency.
Why blog?
To engage in dialogue with customers
and get their views and opinions
(and over 32 million people blog daily)
Why podcast?
To embrace powerful new channels to constituents;
asynchronous communication at their convenience
(and we need to be available when they want us to be there, 24/7)

7. In a 367-word editorial dated 5th August the New York Times
told the world that it takes blogs seriously. The underlying
message is we all should follow its lead. The editors wrote...
It's natural enough to think of the
growth of the blogosphere as a
merely technical phenomenon. But
it's also a profoundly human
phenomenon, a way of expanding
and, in some sense, reifying the
ephemeral daily conversation that
humans engage in. Every day the
blogosphere captures a little more
of the strange immediacy of the
life that is passing before us. Think
of it as the global thought bubble
of a single voluble species.

8. Communication must not be
• You want someone who can write
left to those who believe they
could be ‘doing something
• You want someone who can speak in public
better with their time’
• You want someone who understands websites –
both internal and external facing
• You want someone who can design employee
communication vehicles
• You want someone who can design collateral
• You want an innovative communicator
• You want someone who believes the voice of the
employee is a key to a company’s future
• We should probably talk…
+61 8 8388 5171 / +61 410 642 052
lee@leehopkins.com
leehopkins.com / leehopkins.net

9. • 2 years frontline customer service experience
(call centres)
About me • 5 years communications consultancy experience
(UK and Australia)
• 11 years internet communication experience
(Producer, developer, writer, editor)
• Great people skills
• Able to meet and exceed KPIs
• Can design strategy and implement tactics
• Is a rapid learner
• Highly motivated and enthusiastic
Member – International Association of Business Communicators
lee@leehopkins.com / leehopkins.com
+618 8388 5171 / +61 410 642 052
BSc (Hons) Applied Psychology & Sociology
Cert IV Marketing / Cert IV Small Business