Global Comms Insights | Peru

As a member of the Worldcom Group, MorganMyers has access to the expertise and experience of more than 100 independent public relations agencies worldwide. We’ve been a Worldcom member for more than 25 years, and it’s proved to be an invaluable resource time and time again.

In early October, the Americas agencies gathered in Lima, Peru, to share experiences, best practices and more than a few “war stories.” It was my first time attending the conference, and it was a magnificently-fulfilling and wild ride.

Below are a few of my observations and learnings:

1. Being memorable in what and how you communicate is both an art and a science. Emotions play a huge role in the dopamine release that determines what people remember and enjoy. It’s why we all remember where we were during major life events and why I can’t remember what I wore to the office last Tuesday. Our communications need to activate emotions to ensure they are unforgettable.
2. The landscape of how communications firms are perceived continues to change. Our clients seek and need partners who can do the things they can’t. We need to bring our experience, talent and, most importantly, our personalities and passion to our work every day. Our clients aren’t just buying something; they’re buying somebody … somebody they can trust on this mind-boggling, fast-moving train that is our business.
3. Crisis communications is a critical component of our business, and like everything else, it’s going digital. Speed of business today demands we act in real time, especially during a crisis. The old “binders” are giving way to more comprehensive and scalable digital crisis management tools and applications. They’re more efficient, updatable, accessible and easier to keep in compliance. And always remember: If your client can trust you in a crisis they can trust you every day. It’s a litmus test for strong relationships and a true test of our value to our clients.
4. Peru’s cuisine is wondrous. Immediate access to fresh seafood, meat and poultry, combined with the biodiversity offered by proximity to the Amazon River basin, creates an unparalleled palate of flavors and textures for the country’s artisan chefs. And being a chef is quickly becoming the rock star profession for young Peruvians. Many are trading in their fútbol boots for a whisk, a grill and an immersion circulator.
5. You don’t go to Peru and not go to Machu Picchu, RIGHT? So my wife, Kara, and I did. Several planes, trains and automobiles later and the experience was still worth it. To say I went in with low expectations would have been the understatement of the century. Picture Clark Griswold hopping out of the Family Truckster at the Grand Canyon. Take a look. Tap the foot on the ground a couple times and back in the car, kids! Machu Picchu – not even close! There are no words to describe the physical and emotional experience. Go for yourself and you’ll know.
6. And finally, hearing the dulcet tones of the song “The Sound of Silence” played by a man on a pan flute while strolling through the Ollantaytambo train station mid-morning will send the mind reeling. Am I hearing this? Where am I? This is weird, right? I need more coffee! Don’t get me started on the coffee in Peru. So much better than … OK, OK. I’m done here.

All in all an incredible trip! There are too many personal and professional experiences to share in one blog post. If you’d like to hear more, drop me a note (mhamrin@morganmyers.com). I’d be happy to share.