Ran across a post about a Business Insider article that was revealing, critical and insightful about the agency process to create a single tweet for a new client. It may surprise or enlighten you about the careful and often bureaucratic method an organization follows to produce the perfectly crafted tweet. More on the article here.
Hopefully your organized isn’t mired down in such bureaucracy and process that you overlook the most useful part of social media: SPEED!
In the spirit of graduation, I offer up these tips to PR graduates. Congratulations on making it to this point and I wish you all the best.
A crisis was averted recently in the near demise of World Nutella Day. A recent LA Times article highlighted the story of an American blogger living in Italy who has become the No. 1 fan by promoting World Nutella Day. According to the story, Sara Rosso, a self-admitted Nutella fan conjured up the idea in February 2007 to promote the love of Nutella products with a global appreciation day. With her World Nutella Day Facebook page of 40,000 likes and 7,000 Twitter followers, consumers overwhelmingly supported Rosso during the legal spat. It seems that Rosso inadvertently violated usage of the Nutella brand on her website and the legal team for parent company Ferrero Roche issued a cease and desist order that spurred outrage from Nutella lovers around the globe. Fortunately, in an act of pure common sense, company officials reached out to her directly with an acceptable solution (no word on the details, but Rosso claims there was no money involved) and ultimately thanked Rosso for her support and love of the product. If the company had acted in a more heavy-handed manner, public opinion could have quickly turned against it. Thankfully, we can all enjoy our chocolate hazel-nut spread in peace again. Do you think the quick resolution helped preserve the brand?
In grade school, teachers taught us to “Duck, Cover and Hold,” in response to the common earthquakes we experienced in California. For children in the midwest, assembling in hallways, basements and getting low to the ground and away from windows during tornados is essential. For today’s adult workers, I ran across a workplace tips newsletter that offering this sobering advice about a disturbing new trend: violence in the workplace. Unfortunately it’s becoming a common occurrence for U.S. businesses to experience a violent incident. When it does happen, employees must be prepared to immediately “Run, Hide or Fight.” An organization must also prepare for emergency communications and have a plan in place. For public relations professionals, it’s essential to have a plan in order to respond quickly and appropriately to employees and various external publics–particularly the news media. Many proactive organizations prepare for crisis situations with written plans and practice drills. Nowadays, crisis plans must include preparation and response to employee violence.
Billionaire entrepreneur Richard Branson is known around the world almost as much for his publicity stunts as his corporate (Virgin Airlines) pursuits, philanthropy and epic adventures. In a recent hour-long conversation in Australia, he described the need for all good companies to have a PR person: “The head of PR is perhaps one of the most important people in a company and a good chairman will have them by their side. They are critical for managing the brand and save millions in advertising; people talking about your company is much more important than anything.” Naturally, I agree.
Arguably the second most difficult position in the federal government is the position of White House Press Secretary, or spokesperson, for the President of the United States. Currently Jay Carney holds this position and as a former journalist, he is particularly knowledgeable about freedom of the press. That’s why the recent revelation of the phone record seizures of the Associated Press news outlet in Washington D.C. should cause him pause. Naturally, as an administration spokesperson, he has expressed a very cautious response to the controversy such as saying he “cannot comment on the ongoing investigation.” In light of the recent revelation that the IRS inappropriately singled out conservative groups for investigation, not to mention the congressional review of the tragedy of the deaths of American diplomats in Benghazi, the White House, President Obama and many leaders in the current administration are under extra scrutiny from the American public. It’s a perfect storm that has leaders scrambling for cover and trying to find an effective response that is prompt, truthful and devoid of politics. Is it possible that our government leaders will be able to admit wrongdoing, take responsibility and then announce changes to prevent a reoccurrence? You be the judge.
A horrifying tale made headlines this week after three women, held captive for decades, were abruptly freed in an escape aided by a neighbor. What we know about the event is that a concerned neighbor, hearing the cries of one young woman and suspecting domestic abuse, kicked in a door to free her. Her subsequent 9-1-1 call and rescue of her and her companions by police made national headlines. The story is still unfolding. The man, Charles Ramsey, is a colorful personality who seems to have a knack for creative sound bytes in news interviews. Even fast-food chain McDonald’s, prominently mentioned as the food of choice by the local hero, restrained itself in turning it into a publicity opportunity–likely out of respect for the families and their privacy. Internet sensations like these seem to pop up regularly and oftentimes a company must decide whether to jump on the publicity bandwagon or to pass up the opportunity in the interest of courtesy or human dignity. As we watch this play out in national media, let’s see who takes the high road.
P.S. In a recent update, McDonald’s confirmed it will offer him free burgers for a year. (Sensitively handled very well by their PR team.)
