The emergence of social media in public relations strikes me as being like a lot of crises. First, it has the capacity to change our world profoundly — for good or ill. Second, it looked like it snuck up on us, bursting onto the scene with an urgency and impact that could be considered explosive. But the truth is, like most crises, it was there smoldering for a long time before it erupted into the single most compelling issue in public relations today. Third, while we’re in the thick of this “social media crisis,” it looks like it will never end. But like all crises, it too shall pass. The only question is, what will the future look like when it is superceded with some new form of normalcy?

At the recent Ragan Communications/PRSA Conference on Social Media in Las Vegas, I had the opportunity to speak on social media and crisis communication. It was one of the most engaging discussions I’ve ever had with a large group. Essentially what we discussed was the fact that social media is changing our world forever, and that social media changes nothing of importance.

Social media, as exemplified by three of the hot topics of the day — Facebook, YouTube and Twitter — is accelerating and emphasizing trends that have been in play ever since the Internet became part of our lives. These trends are the ever-increasing speed of news, the ability and expectation of audiences to get information directly from sources rather than from the media, the exponential phenomenon of word of mouth and the high levels of interactivity. These changes are profound for those involved in daily public affairs, issues management and crisis management. In this sense, it changes everything. Our work is faster, more direct, more interactive — let alone how styles and modes have changed.

Continue reading " Social Media and What Is Really Important "

For me, the central takeaway from this Conference is the importance of character. I was so disappointed a couple of years ago with Donald Trump’s keynote presentation. The shallow, egotistical, me-centered values displayed were in complete contrast to 2008’s opening session, highlighted by the Sacred Heart gospel choir and then Craig Newmark. Here is a man who exemplifies doing well by doing good and putting the Golden Rule at the heart of his life and work.

Continue reading " Thus, Putting the Infotainment Style of News Coverage in Perspective "

I was having a conversation with a CEO whom I admire about the issue of trust. “For most business people,” he said, “trust just really isn’t that important. Sure, it’s a nice thing, but they are busy achieving their goals and meeting targets.”

I think that he is right, especially as we seem to be heading deeper into an economic downturn. The focus will be on performance, with trust one of those “nice things to think about” when we can find a spare moment.

That could be a big mistake. According to a recent ad for GolinHarris, in 1957 a young Al Golin advised the owner of a small hamburger stand chain to: “Build trust with your customers and in return they will build your business.” The owner was Ray Kroc, the chain was McDonald’s. Some seem to think that the business of business is profits only. The smart ones know to first build trust and value, and money will follow.

Continue reading " Does Trust Really Matter? "

Those involved in responding to the Virginia Tech incident reported more than 1000 reporters were on scene. Add to that number the tens of thousands of bloggers, passersby with cell cameras and individuals commenting on news sites who are part of the new army of “citizen journalists.”

For any large and powerful organization, building and maintaining trust has never been so challenging. Most news is now conveyed in the form of a melodrama, with a black hat, a white hat, and some form of the public good (health, safety, environmental harm) serving as the maiden in distress. If you are being accused of putting the public at risk in some way, guess which hat you get to wear when the story is told? The blame game must be played — there is no way out.

So how can trust be built in this kind of negative environment? Remember the three drivers of the instant news world: speed, direct communication and transparency.

Continue reading " Building Trust in a Media Maelstrom "