The CSIRO has a sense of humor. In a tongue-in-cheek response to a 7-year old's request for a dragon, the research organisation has apologised to the nation for its lack of dragon-research over the past 87 years.
They even managed to include a very Rudd-like statement that has echos of his historical "sorry address"... "And for this Australia, we are sorry."
This move is a great example of giving an organisation a humorous slant. It's particularly stirring in this case as, well, let's face it, most research organisations announcements are pretty dry and scientists and researchers do suffer from the perception that they are boring and lack a sense of humor. (Apologies to all of our scientific and research friends... we know you have a sense of humor).
Humor doesn't always work in communications, it can cause offense and it does not always cross cultural barriers (for example, some people may find offense that this particular apology belittles real issues that should be the subject of a national apology).
When considering the use of humor, organisations need to make sure its use is consistent with the message the organisation is trying to put forward. It also needs to carry the message, not overtake the message - there's no point patting yourself on the back for a humorous campaign when no one remembers what you were promoting.
When done well, humor can engage an audience and can engender all sorts of wonderful responses marketers would give their left arm for... such as memorabilia (you want your organisation to be remembered!) and rapport (rapport brings trust and likability), and it can create a "following" - physically through using your offering or virtually through social media.
Back to CSIRO - we think they get a thumbs up, not only for making a 7-year old happy but for showing scientists can have a sense of humor!
