Social Media Stumble

Social media advice: Don't post, write, Tweet, IM or otherwise distribute any message via social media that you don't want read.

Simple as that sounds, Peter Shankman of Help A Reporter Out (HARO) posted a great example of how a professional public relations practitioner can make an amature (and costly) mistake.

Just hours prior to delivering a presentation on digital media to FedEx's global communications group in their headquarters city of Memphis, an exec at PR giant Ketchum (NY office) Tweeted this message:

"True confession but I'm in one of those towns where I scratch my head and say, 'I would die if I had to live here!'" (referring to Memphis)

A FedEx employee saw it and called him on it - with a slew of Ketchum execs copied on the message. Ouch. Needless to say, everyone should think twice before publishing any information these days.

Original story: Be Careful What You Post

Public Relations and 'Peanuts'

The New York Times ran a fascinating article on Peanuts in today's print edition. Charles M. Schulz's famous comic strip is an ageless favorite, partly because of what this story discusses: Authenticity.

An excerpt from the story:

"Accuracy and authenticity are hallmarks of the strips, whether they deal with music, sports or medical conditions, Ms. O’Cain, the museum’s curator, said. 'With figure skating, he [Schulz] would carefully study books to make sure the jumps or spins that he had characters portraying, that they were correct,' she said. He would add subtle twists or inside jokes for readers familiar with skating or surfing or shorthand."

Authenticity and credibility are the backbone of public relations. Public relations practitioners in Charlotte, NC and around the globe for that matter should consider for a moment the research and effort that one man put into a comic. Comics tell stories, albeit hand drawn and humorous ones. PR is storytelling as well.

With any good story, it must engage the audience (relevance), contain factual information (authenticity), and be told through a believable person (the PR pro).

Pubic relations should not be an email blast and random direct mailings, or poorly researched media lists and off-target pitches. PR requires attention to detail, an understanding of the messages, knowledge of the audience(s), and an authentic story and storyteller through which the messages are disseminated.

Otherwise, the story will consist of inaccuate characters, a seedy plot and - you guessed it - a sad ending. What kind of story are you telling?

Public Relations Blunders - 2008 Edition

As we ring in 2009, rest assure that the best, er, worst, public relations projects of 2008 continue to resonate loud and clear. Here are some of my favorites from the annual Fineman PR list:

1. After the $85 billion federal bailout package was approved, AIG partied like college students when they receive their financial aid checks. The AP reports that AIG executives spent more than half a million dollars on golf trips, spa packages, banquets and a New England hunting trip. Nice.

Now where do you suppose we get some of those stereotypes involving corporate execs?

4. John McCain cancels on David Letterman. Oops. As a public relations professional this one really tickles me. To think that John Weaver, the Maverick's chief strategist, didn't see a red flag in cancelling on Letterman at the last minute only to have McCain interview with Katie Couric, also of CBS, just down the street is comical. Supposedly McCain was catching a plane to deal with the financial crisis...

That's the political equivalent of cancelling a date with a woman then showing up with her sister at the Applebee's where you two had planned to meet. Nice cover.

5. "Nike Just Blew It." Good headline Fineman, really.

Nike sponsored a women's marathon in San Francisco only to disregard the winner's time, a personal record by school teacher Arien O'Connell. Nike only monitored times of those in the "elite" leader pack, or in layman's terms, those athletes who Nike thought stood a chance. Really, the headline is good.

11. "The boobs have it, the biggest PR blunder since New Coke." OK, it's only a top 10 list, but this one involving UPS, Hooters, and a thoroughbred horse came darn close. Check it out.

Complete 2008 list with explanations is on Bulldog Reporter here.

I link to Bulldog Reporter because I've always found them to be a great source of information relating to the public relations field - check out the list and spend some time on their site. No, I'm not working for them. It's honestly good information for PR pros, firms, freelancers, students, professors, and anyone interested in managing your messsages in today's world.

You might also want to see the biggest PR Blunders of 2007.

U.S. unemployment rate reaches 7.2 percent...

The AP reports today that unemployment rates continued their historic rise in December to 7.2 percent. More than half a million Americans were sent home for good in one month - again. The United States unemployment rate was last this high 16 years ago.

Where others see depression (oops, mentioned the "D" word), I see opportunity. The unemployed folks are building a small army. With nearly one in every 10 Americans out of work, we're 11+ million strong. The image above does not depict a crowd in search of food and government checks, but rather an army in search of answers and government action.

No, not the action taken by lawmakers to give U.S. automakers billions in bailouts. We're certainly glad to hear that Rick Wagoner and General Motors (GM) will receive $13.4 billion to assist their needs, but in the words of Luke Skywalker when asked to join the dark side, "What's in it for me?"

If a long term solution is the answer, why didn't the government implement one a long time ago? It is now an accepted fact that the current recession, entering its second year, is the longest in 25 years.

As a communication professional, I understand that traditional news media are bound to objectivity (for the most part). Thus the opportunity and power of social media, user controlled media, can be further realized. As of 11:20 a.m. (eastern), an "unemployment" search on Technorati yielded more than 42,000 results with roughly 900 new related posts each day this week.

The economy may be discouraging, but it is very encouraging to see the conversation continue online; to read how this recession and unemployment affects others, how real people are dealing with real tough times, and most of all, to feel like I'm not alone. I'm not suggesting that thousands of unemployed Americans will gain employment by discussing it online, but at least we stand a better chance of being heard.

Here are some recent unemployment posts/blogs:

• EconomPic Data (good breakdown of unemployment demos)
• Unemployment vs. Underemployment (same blog, different post on "35% of US thinks we are in a Depression")
• "New Employment Growth Sector: Unemployment Centers" (Bad sign)
• Argument that unemployment is closer to 15% (You be the judge)

Real people, real lives, really unemployed:

• Outpost Mavarin
• Mr. Mom Blues (older, but telling)
• The 'Lil Bee (Even NYC girls are unemployed)
• Unemployment (YouTube video - I wonder if mental health facilities saw an influx in admissions during 2008. Good research topic for 2009...)

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Related news - My "Recession 'PR'oof" post discusses the resistence of the public relations and marketing industries to a recession.

New Year, New Hope

Happy New Year!

Or in my case, Hopeful New Year.

The Chinese Year of the Ox. I'm not sure what the Chinese horoscope for "Ox"alleges, but I hope that "resilient, strong and proud" are adjectives involved. Those words describe my wife and I and the type of year we need.

I've been unemployed for two months now. The holidays may have been jolly and bright, but finances are getting scary and tight.

Somewhat to my relief (I'm still unemployed so I ain't counting any chickens), my efforts may be beginning to pay dividends. I have a nice part-time prospect in the works with a Hickory, NC marketing firm. Offering your services on a part-time basis is not a step down, but rather a form of compromise that meets mutual business needs. You need your foot in the door to get a seat at the table...

I'm also exploring freelance writing opportunities on Guru.com. I think the Guru.com service has good potential for freelance writers (work in creative writing, web copywriting, blogging, editing, articles and brochures are all posted frequently), but it's highly competitive and is limited as a free service. Naturally more money yields more options.

Finally, I'm constantly networking in Charlotte, working my way around the PR and marketing circles, scheduling networking lunches and calls to the best of my ability. It never hurts to introduce yourself and ask for advice from someone with more experience. Networking is a tree: Start with a seed and branch out, eventually it will bloom.

Parting piece of advice from the guy with no job: Persist, persist, persist! Not to be confused with "don't take 'no' for an answer." If a company tells you they're not interested, thank them for their time and get back with them later. However, if an email or voice mail goes unanswered, you'd better send another...and another.

Don't send the contact(s) the same thing each time though. It's like pitching in public relations. Introduce yourself and the reason you're contacting them first, then follow-up with a different piece of information (resume, experience highlights, tie-in with recent event of relevance).

Also, take the lead and suggest times to meet or talk versus asking the contact to do so. It's easier for them to say "OK" then "How about 2:00 Wednesday at T.G.I.F.'s on Charlotte Ave.?"

My wealth of advice and knowledge will hopefully translate into financial wealth in 2009, but until then, the journey continues...