Public Relations & News-jacking : When must you news-jack?

News jacking, pioneered by the good David Meerman Scott ( @dmscott ), as an armor in your public relations strategy is here to stay. And not just stay – the only way you will be able to make a significant value addition to your brand is to use news-jacking, more in the coming times.

That can only happen, if as a marketing or PR pro, you are real-time ‘new-jacking’ ready!

There is also a raging debate on the merits and de-merits of news-jacking.

When should we in PR or marketing news-jack??

When should we in PR or marketing news-jack??

The answer to that debate is this – you must news-jack at the right time, in the right place, in the right context. There are no two ways about it.

While there can be a long debate on the when and how of new jacking as a PR tool, brands must look at news jacking if it has the following impact for them-

  • Will it show the brand, products and services in good light, in the context of the event?
  • Does the consumer see the brand has something beneficial to offer – either by way of information or services, or tangible/intangible product benefit?
  • Will news jacking in the given situation serve brand-lift in the short and long term?
  • Will news jacking stand the test of ethics in business and also stand any legal test, that may come to the fore by any stakeholders?
  • Would all the stakeholders in the product/service be happy with the technique used to news.

As a PR professional, and an avid news-jacker, ask yourself these quick questions when you embark in your next news jacking sojourn!

 

Public Relations – Online activism!

My country, India, has seen a spur of online activism in the recent few years, thanks to the growing disillusionment of the much touted urban middle class, and a perceived failure of the present country administration on a whole range of issues – from corruption, which has swept the carpet under the polity to law and order – where my sisters do not feel safe to step out late evenings, right at the heart of my national capital.

Online activism - just about anywhere?

Some notable examples of recent online activism

  • The movement, India against corruption which sprung into existence thanks to the moral leadership of Anna Hazare, has used online tools in a big way, to spread the message across, gather people, and consolidate views and crowd source protest ideas. On twitter, they have mad e of numerous handles, the primary one being @janlokpal, and successfully built opinions.
  • In the protests against the recent moral assault and subsequent death of Delhi girl Nirbaya,  by a gang of rogues on a moving bus, many groups and individuals used the social media to spread their angst against the establishment and the police, protesting consistent inaction. Some notable handles in this episode were activist @tajinderbagga who was the target of police action, and a girl activist who was arrested for joining the protests.
  • Online activists crowd sourced strong protest against a Gurgaon hotel hosting a singing even of notable Punjabi singer Honey Singh, whose lyrics provoked anger for their lewd views on women, in the light of events after the death of brave girl Nirbhaya.

(just to illustrate a few; twitter handles selective and not exhaustive)

The increasing spread of information through social media, and a large number of concerted online and offline activists spreading information to garner support for any cause that affects the common man is a new trend that is catching up swiftly in India and neighboring countries as well.

The establishment and the stakeholders who are the target of such activism, either out of compliance and deference to the views of people, or out of the fear that a cascading effect of the information on them from online to offline to the houses to the streets, will impact the credibility – are partly giving in to some demands as a result of online activism.

While the measurement of the effects of online activism will be a bit farfetched as of now, the day is not far when social media mavens will also find out means by which the on the ground impact of such efforts can be quantified and the impact measured.

While in India, online activism has only sprung into action only in more recent times, globally, the trend is in place at least for the past decade, and is only increasing/bound to increase by the day as the social media has proven to be a platform for swift dissemination of real time breaking news and events, and in many countries where democracy is nonexistent or in peril, where mobile devices in the hands of the affected, disgruntled and victimized, are the only means by which they make messages go viral – and for the global media to take note.

There’s also a raging debate that’s been going on since a while on whether online activism is really a cause for worry across the globe – questioning the likely effect isolated groups can have on ground realities.  Malcolm Gladwell’s article in The Newyorker of Oct 4, 2010http://nyr.kr/ap4hO1 stirred a social hornets’ nest, inviting a flurry of responses to the statement “ Social media can’t provide what social change has always required”.

Amongst the many interesting debates as a reply to Gladwells story, Erum Haider from neighboring Pakistan made very relevant and sort of ‘local’ responses to why social activism will make an impact and will stay on, and gain more power if used appropriately, for the right causes too. http://bit.ly/arngfb

With a fair amount of confidence, and the emerging nature of polity and demography in this part of the globe, one can say, with a fair amount of confidence that ‘social activism’ is indeed here to stay, and gain more strength as the clock ticks.

If you are a social media maven, ‘social media activism’ making J must be in your armor as well.

By the way, is it in the things to watch for in 2013 in your trend-watching list?

You can also see a brief history of online activism here http://on.mash.to/qYMYUU  

Public Relations – Why are Indian marketers weary of news-jacking?!

News-jacking, as an all powerful tool in the PR armor is catching up like wild fire across the world.

Yet, how much have you heard of news-jacking being put to use in India? Not much, despite the fact that its our own iconic AMUL brand, being the pioneers of news jacking!

Amul’s witty and thoughtful, and almost daily topicals are best practical examples of news-jacking. When they did it firs in the yesteryear, little would the brand custodians have imagined that what was done in a simple easy to reach way will become “news-jacking”, and pioneered by David Meerman Scott.

Amul - our own news-jackers!

More recently, Groupon India resorted to news-jacking, by making use of the spiraling onion prices in the country – and the marketing and public relations mileage they obtained was phenomenal. If you judge the spin-off in AVE terms, they would have garnered immense value for the paltry PR money that went into the effort.

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

Yet, you don’t see it being much used as a tool in India.

Why? Is it that we are too touchy about how sensibilities might get hurt in this sub-continent, or is it just Indian marketers and brands are comfortable with conventional tools?

Just google, and you shall find how every possible event from the US presidential election, to Hurricane Sandy,  and more recently, the Royal baby have been news-jacked – ensuring unimaginable marketing mileage – which would cost very high in other means!

What do you think as  a public relations maven?? Is it time for more and more news-jacking in our public relations arsenals?

 

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?