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The art of reading a room

January 19, 2021

The art of reading a room. It’s a craft that marketing and communications professionals have to master quickly. You’re only one wrong word or poorly timed post away from brand damage unless you can gauge the mood of your target audience. Ultimately, it comes down to empathy, moral values and sentiment alignment.

We’ve all been there. We’ve said the wrong thing to the wrong person at the wrong time, or just got so carried away with an idea that we’ve become blind to how others might interpret it. There has been a noticeable shift in recent years – amplified by the pandemic undoubtedly – that demands more compassionate forethought before posting content.

Australian Open tennis players venting their frustration at stringent quarantine measures are quickly finding out that tone deaf social posts hit the net in quite spectacular fashion. Using social channels as a ranting platform seldom leads to positive outcomes, and cries of self-entitlement are only further fuelled by comments like those made by Bernard Tomic’s girlfriend Vanessa Sierra, whose major concern was with her jaw-dropping hair care admission.

When used correctly, platforms like TikTok offer a fantastic opportunity to generate creative content, while social channels offer a chance for those quarantining to engage positively with the sport’s global fanbase. It is, understandably, a source of frustration ahead of a major sporting event, but in the context of a pandemic, a bit of compassion and sensitivity would serve them well.


We are excited to announce that Sine Qua Non (SQN) has joined rEvolution, bringing SQN’s technology and communications prowess to rEvolution, the global, integrated sports marketing agency. Together, we will continue to grow as one team to deliver best-in-class integrated marketing services for our clients.

We put people first, challenge personal effectiveness, and act as change agents on a unified team. We share these values now and moving forward. In this next chapter we will scale our skillsets and expertise together to make an increasingly significant impact in the industry.

Please visit http://www.revolutionworld.com to learn more about rEvolution’s capabilities and culture.

This is an exciting time for everyone on our collective team, and we look forward to continuing our work with you.

John Rowady
CEO & Founder, rEvolution

Claire Ritchie
CEO & Founder, SQN

Chris Ritchie
Director & COO, SQN