PR + Social media – Do your doctors treat a soc-med sneeze in time?!

If your brand catches a cold in the social media world, leave it unattended and chances are it turns out to a life-threatening disease.

Yes, a sneeze or cold could be common in real-life, but for your brand or organization – a cold is the best time the doctors in your organization attended to your brand buzz. Only thing, the doctors here are your very own social media managers – right up to your CEO!

It’s no more sheer paranoia to keep chanting about an impending social media crises, for the organization. To be ready to handle any social media crisis that will dent the reputation is now widely discussed and advised all over.

Do you have the right social-media doctors in place?

Do you have the right social-media doctors in place?

Just look around your Google or Bing search bar for social media disasters – and there are a few, in which the brand almost got killed, at least ephemerally. You had one guy resorting to a purchased/promoted tweet to express his frustration at a large global airline. As mentioned in the opening lines, the airline chose to delay attending to a social media sneeze, and its brand caught a severe flu.

It is not being prepared to handle such an event or online burst that is wanting – rather, it’s the vision or wherewithal to see a cropping up social media crisis for the organization and the ability to act post that, which is an impediment to effective crisis management.

So, what are some of the signs of such a social sneeze like? How do you know that a social media reputation hit, brewing in out there?!

  • Is there any unusual buzz around your brand (product, service, or people within your team) in the online space? Do you see some strange mentions about any of these, which have not been noticed earlier? This is something which is a pointer that you must take cognizance of the social media buzz, and probe to what may have triggered this. Yes, there is a possibility that this could be positive buzz. But, the cardinal rule in social media reputation management is this – unusual buzz tends to be more inclined on the negative side. A service issue or a misdemeanor by someone in your global team is more likely to generate a discussion or post, that something good.
  • Has there been an event that has occurred somewhere, where you foresee a lot of buzz? Could be a part failure or lack of retail-end availability of your offering. Or just anything like that. Its imperative that you watch out the social media buzz in that region with alacrity. When you know that there could a negative buzz coming in, its easy to deploy the necessary people and tools, and take up and address queries, and have a social-response hierarchy in place – effectively dousing the negative buzz, before it flames your reputation.
  • Has someone in your senior team, be it even your CEO or someone in the top echelons of the organization erred in the manner in which some issue has been communicated to the media, or even in an one of one interview, which has been quoted out of context, and is beginning to set a negative reputation spiral? Good reputation managers, backed by their real-time experience can see the coming in such situations. In such cases, it’s easy to be prepared with an effective response, and even post it to all media, and in all social destinations, and then also handle individual queries on a case by case basis, as the situation or kind of media demands.

These are just three illustrations that give the reputation manager or social media commander a feel of what could be coming in, and how it must be handled effectively to ward off an evil strike at the reputation base of the organization.

Logically, these can be extended to more permutations and combinations across geographies and various social destinations to serve as reputation hit forecasts.

Hope this helps you get that social media sneeze attended to swiftly. But, are your doctors in place?

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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 – One promise that must make you think…!

What’s one public relations promise that should make you wary of the agency that comes in to make a pitch for your account?

The answer is simple, and straight forward.

And most of us on the other side – the client side – of the table know this answer well.

Its the promise of column inches in print and air-time in news channels and GE channels!

With the advent of competition and a handful of also-ran self styled PR guru’s and their clan, column inch and air-time promises are offered on a platter, and even put in the RFP’s by the clients inviting pitch.

Gujarat government may be a good brand for PR measure, but you?

Gujarat government may be a good brand for PR measure, but you?

And when one brand gets the promise of PR measurement in its terms of engagement, there’s an irresistible itch with a host of others who seek public relations counsel.

Columns centimetre driven PR is passe – and whomever does it in the pitch is in a wild goose chase…  the probability is high that the team that comes in to make the pitch, with promises galore may not even be seen after the win. The team that shall deliver the work on the ground will be different and just try pleasing you with a promise of the future.

Not just that – what is the context, where do you want you to be seen in the news? in print and visual – is it relevant to your target audience, the product you wish to sell, and in your segment…  there are so many questions in the PR outcome vis a vis your need.

Every brand cannot be like a Infosys or Namo – where even loads of column inches even in the negative, will make sense. Would it be so for your company and brand?

Then why would you fall for the PR pitch that promises the PR measure moon?

Look at the specifics, the context, the placement and the timing. Those are the relevant factors.

See PR measure in that framework. That will make eminent sense, that trying to paint image stripes on your ‘cat brand’ trying to emulate the tiger.

PR & Reputation – the “infy” lesson!

Infosys is (or should we say was) a benchmark when it comes to great practices as to how a company ought to be run based on merit.

That was a thing of the past, you may say, but the image of the company was built on that foundation.

Every news that came out of the IT bellwether (do you yet call it one?) was almost testimony to what a great company Infosys was and what impregnable values the founders and promoters stood for.

The cardinal rule in public relations and managing your reputation is – you just cannot build an image out of a hollow core – the core of what your product, service and people stand for!

At least a few of us, if not all, think – with our expertise in the practice of PR and story telling, we can create an image for a client – a positive image, irrespective of what the ground realities be. That’s a fallacy, and will be grossly misleading.

Reality is bound to catch up – and when it does it can hit hard, and create a solid dent in the image – a dent deep enough to maul the hard built image.

Not just should the core be in place – it must remain for the life of the organisation, undiluted.

If not, then the risk of being like Infosys would haunt you.

Whither corporate governance.. What Infy teaches us in PR.

Whither corporate governance.. What Infy teaches us in PR.

The earlier image of Infosys was solid and impeccable, only until the very people who promoted and stood by the values went on to dilute the same for the sake of expediency.

Who would have thought that you would see a day, when the experts in corporate governance, and those at the stock markets would ask Infosys, on why there was a semblance of nepotism, and erred corporate practices in the way the company is run?

Even a great image lasts only until your core is in tact – and the PR or reputation is garner is directly related to how great the core is, and is perceived as well.

Dilute the core values, and through the eyes of Infy, you could see what the world speaks of your brand.

So, whats driving your image? Sheer hollow PR, or is that PR as an outcome of what core values your brand stands for??