Public Relations – urge to jump on to social media?

converseEverybody wants to go social… and most of us in the public relations business have jumped on to the social bandwagon. We are all nudging our clients and prospects to do so.

Social media it appears, is panacea for all the image ailments the world was suffering from.

At least, the thought now is this :  Jump on to the social media jungle and there lies the magic wand to all your public relations and media challenges.

Does your organization think that way?

A sheer presence online is NOT the only ingredient to craft a winning social presence… well, a fact that is conveniently missed by most of us who are turned on by the thought of a social media presence.

The two key ingredients, the CRUCIAL ONES for your organization to have a working and winning social presence are

  • a commitment from the top leadership to a meaningful and credible social presence,
  • more importantly, an openness to conversations – conversations that could shake the belief system of your organization, just in case you always have been a company sans internal and external dialog.

On conversations – today, social media presence/management is not about just having a presence on the twitters and facebooks of the world.

The fundamental social media fallacy is to make an assumption that with the presence, you can keep thrusting your products, services and key people thoughts on the target audience. We all think social is an opportunity for ‘uninterrupted monologue’.

An online presence is just a starting point of the unending social journey. The drivers of this media, the audience and external stakeholders – are there not to just hear to what you say – a whole lot of people are there only to have a dialog, understand better, get their points of view heard, and have their real needs and problems addressed in a jiffy – the world out there needs instant answers and not your sermons on how things are good.

So, if your social presence can take part in such an ongoing 24/7 conversation, and at the same time leverage your products and services for a business goal, then you may have a winner in the long term.

If you are not open, and your company would love a monologue, be assured that you will not gain much in this game.

And now to the even more important one – for this to happen, for you to be a willing party to ongoing conversations in this space, the top leadership of the organization you represent MUST be committed to a long term strategy, that is full of such conversations, filled in with a willingness to meet the needs to those in a discussion with you.

So, are you ready to get to the social bandwagon? Think and engage, else do better things!

Public Relations – right questions to suit your “image” needs – ask!

PR agency - Are you asking such questions?Public relations agencies of different hue and size may keep pitching with your organization, to get an opportunity to engage with your communication strategy/execution.

Invariably, companies ask – does your agency have the scale, size and a regional/national presence, and would you be able to reach across all (including social) media, in every nook and corner of the world!

There is nothing wrong, and in fact, it’s important to check on what credentials your prospective agency comes with! Well, at the same time, it is important to bear in mind, that the agency must also have the ability & agility to engage in PR needed by your organization – the context being of paramount importance.

You may hire the best agency, but think about this – is there a point if their strengths do not sync with your company’s scale and need, what if their capabilities are more specific to large sized corporations, and not for the kind your company is – a niche small organization, yet with its own unique service offerings or qualities.

So why not check for the following few, when you think it’s time to hire the services of a PR agency.

  • Does the agency have a history of delivering PR value to companies of your kind, and how often have they done it?
  • Do they have the agility – not just in the pitch of theirs, but do they seem to fit in your scheme of things – would they find synergy in working with a client like you
  • Do they have the kind of commitment to work with companies like you in the medium and long term, so that you eventually get the real benefit of engaging with an agency. If you are just looking for one off bursts of media coverage, the need to spend time analyzing the agency can be done away with
  • Do they have the de-learning skills for adapting to your specific needs? This is so important. Like it or not, large and global agencies come with a mindset, and even if they are willing to do their best, they may not be of service if your communication needs are vastly different from what is doable by them
  • Do they have an understanding of your specific industry needs, and would they be willing to invest the time and energy in gaining insights into your media visibility need
  • Are they just a plain vanilla release churning agency? Or do they learn in-depth about you, see what works best for you, and showcase that to the world.
  • How much more credibility and enhanced image value can they bring to the table (not just immediately,  but over a period of 2 – 3 years)
  • Are they contemporary? Are they social in the real sense? And are they in the business of facilitating the news crowd-sourcing?
  • In case your needs are very local, do they have an insight into what works in that market/geography of yours? Sometimes an easy exercise in one part of the world, may not be even doable elsewhere. And they must be willing to tell this, straight on your face. Its important that they are transparent and make promises that work.
  • Do they speak of practical and doable communication work? Sometimes large agencies are too good at large scale events, which will fetch some visibility burst; but the value that you derive from such exercise is zilch.

In your long term communication interests, ask these and such other questions; and make sure that you understand the dynamics of the value promised.

How about a reality check of your present PR agency value proposition?

Public Relations – Is it fair to name/shame clients + media?

In the past few days I have seen some posts in the social media, wherein public relations/communication professionals have given vent to their feelings on issues of impact with respect to the media and some of their clients as well.

Interestingly, I did also see a group in Facebook, formed by public relations professionals. The intent of this group, is to enlighten the PR fraternity of clients and some friends in the media who make some unreasonable demand or don’t keep up their commitments.

The advent of social is making such things a lot easier, propelling us to ‘do’ before we ‘think’….

Media and Client blacklist - Fairplay?

No one denies any of us the right to express our feelings, particularly when a lot of hard work and professional contribution is at stake.

But, is not naming/shaming specific clients or friends in the media (may be a handful of them in the vast media universe, where), taking expression of freedom too far?

Think of this situation – as PR counsels, we continue to promise a whole lot of media deliverables to our client – both existing and prospective.

Some of it is accomplished by us, while a lot is yet missed – but there is no doubt in the kind of efforts we put in, in making sure we communicate our client position to the media at large.

Fact is, even the media works on a whole lot of extraneous factors, and the fierce competition for what is relevant to the consumer! So, even assuming that our media friends did file a story with our inputs, the editor may find it redundant to take.

What if some of our clients gang up together and decide to take on our reputation, for no mistake of any of us? That would be grossly unfair we would think, and defend our duties to the hilt.

By the same logic, should’nt we leave this naming business just to word of mouth, which is by far the best tool in marketing.

Think of this – did you feel good when one in the PR fraternity was shamed big time by a rare public post by “Cleartrip”?

You thought what cleartrip did was right? You'll take that??

Forget the details, the fact is none of us would want to be bashed in public, while as a community, we work on a handful of external factors.

The same ought to apply to the media and client as well.

Except offcourse when it comes to issues of ethics and corruption – even which are  best handled by word of mouth.

So, would you yet think to name and shame if fair? Not sure….?!

Is it time for Chief Social media officers in our Government?

Every time there is some untoward incident in some corner of the country, or some flare-up which goes out of control (mostly owing to state action or inaction), the social media is the favorite whipping boy of the powers that be, the opposition, and surprisingly, the media which feeds itself from the social media like no one else does,

The latest communal flare up in Muzzafarabad, in Uttar Pradesh, India has come as no exception to this trend.

Social media is the whipping boy in UP riots!

Social media is the whipping boy in UP riots too…

With unanimity, most government officials, including the Home secretary of the state, and many other leaders of the ruling party blamed the social media squarely.

Its surprising that every time some this of this sort happens, no one wishes to see this fact – Social media can only be an amplifier. It cannot substitute the reality of the ground situation.

Not just that – Social media is one great leveler, a real democracy where everyone wields the same power.

So, rather than blame social media, it is much easier for the state/center also to get into it, be in it, and take the so called adversaries and rumor mongers head on – this if done effectively, will counter facts real-time.

Its much easier to wait for issues to get out of hand and then, as a post mortem blame the media conveniently.

In social, the state can drive the conversation too.

 

This is not the first time it has happened. Earlier there were incidents in the southern state of Karnataka, where in rumors led almost to the exodus of North East Indians, and then too, the role of social media came under the lens.

Given the complexity of the Indian polity, and the fact that social media might be a contributor to the menace of rumor mongering, it is only fair that the state/central governments get their act to suggest people representatives and bureaucrats stay active on this media, and address issues real-time.

When this happens, the chance that the state’s point of view is communicated and amplified real-time is very high. Rumors can be quelled, and the peddlers of rumors, if at all any, can be shamed with facts.

This is also an easier route than just deploying resources in monitoring and taking action on those who are seen to be acting against the facts.

With this in mind,  is it time that the Indian government thinks of forming a cadre of “Chief social media officers” with people drawn from the Indian administrative service??

Having a set of elite officers in charge of this fast paced, real-time, and ever changing media, will only  serve disseminating information, quickly, and stay in charge of any conversation that affects peace and tranquility.

Is it time for “Chief social media officers” in India? What say??