Monthly Archives: February 2011

Calling All PR, Public Affairs People…To Wisconsin

Living near Madison, Wisconsin, I can’t escape the two-week long assault of the state’s capitol by demonstrators.  More than 60,000 union folk have been protesting Governor Scott Walker’s plan to end collective bargaining for public employees. 

The “noise” about this is no longer limited to Madison or the state — but on the front page of The New York Times and all over the internet — thanks to the prank call where Gov. Walker shared his strategy with jokesters.  As a reporter friend of mine humorously said to me:  I didn’t know you lived in Libya.

It definitely doesn’t have the violence of Libya, but it certainly has been wild and even bizarre.  The issue and conversation should be about public workers (except police and fire) losing their bargaining rights, paying at least 12 percent of their healthcare costs and half of their pension costs.

What we’re hearing and reading is more about the issue of “Republican Governor v. Democratic Senators.”  That’s a party debate that has been going on for centuries.  James MacGregor Burns and Susan Dunn, authors of George Washington,even quote Washington perplexed by the party problems, saying:  he was puzzled that men he knew (most notably Thomas Jefferson and Alexander Hamilton) to be completely devoted to the republic could be so ideologically divided…And that was in 1792.

Apparently this morning, the Assembly voted to approve the budget, which sends the bill to the Senate.  And that brings up the bizarre — 14 Democratic senators left Wisconsin last week so that no quorum could be reached.  Yesterday state troopers were sent to those Senators’ homes, but they all had crossed the border into Illinois, vowing not to come back until the Governor negotiates.

I understand boycotts, but am truly not sure if that’s a strategy to be employed by an elected official.  Let’s focus on the problem at hand.  Both the Governor and Senators should be debating the bill and, ideally, coming up with some new thinking to compromise.  The real issues have been dealt with by private sector corporate execs for years.  I’m certain that if they had reached out to some corporate strategists, PR pros or Public Affairs experts everyone — politicians and protesters alike — could have all stayed home.

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Two Tips for Staying on Top of Social Media

This week several clients echoed the same question:  how can I stay on top of Social Media?  One felt absolutely defeated before he actually began.  He was intimidated by the sheer amount of studies, RSS feed fodder to read and social network changes to follow.

He’s not alone.  But it is possible to stay on top of Social Media — as it applies to your Brand — by starting two activities in your company:  educate and delegate.

1.  Educate. As many have predicted, the Social Media expert heyday will not last forever.  If Social Media is done well, its strategies and activities will be well woven into the very fabric of your Brand and its strategies.  As a result, Brands cannot continue to defer to their Social Media experts.  Instead, start asking those experts to train your staff.  Or enable all those employees seriously involved in social networks to learn more on their own — and on your Brand’s behalf.

The more everyone at your company learns — and share with each other —  the more Social media will be intuitive in your culture and your Brand’s success.

2.  Then it’s time to Delegate. No one team member can be on top of the rushing river of blogs, tweets, RSS feeds and studies.  Well, s/he could, but that’s all s/he would do all day (and night).  So go ahead and spread the wealth by assigning many in your organization to track what’s being talked about in traditional and social media.

Identify what’s most important to your Brand and divide and conquer.  In the end, it’ll actually give you many experts instead of one or two.

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The Super Bowl: Where Ads Still Mean Something to Viewers

Tis the week before the Super Bowl and all through the land, people are talking about the Pittsburgh Steeler-Green Bay Packer match up and where they’re going to watch it.  And for those who could care less about the game, at least there’s the ads as part of the entertainment package.

I don’t know if any of the major advertising agencies out there are watching with excitement (if they have an ad in the mix) or trepidation.  The fear isn’t about whether their ad will be “Liked” or panned — but whether there’s a place for television advertising beyond a major event like the Super Bowl.

Let’s face it, a couple pieces of technology are slowly crumbling advertising’s stranglehold on the one-way conversation with consumers.  The first is called a DVR.  This invention has allowed millions of people to record their favorite shows and movies and — more importantly to them — allowed them to bypass all the ads, as to not squander their precious free time.

The second is the Internet.  It’s another place where consumers are watching their television shows, again bypassing (or ignoring) the ads in those downloads.  But the Web has also enabled consumers to have conversations with each other about brands, products (aka Word of Mouth…WOM).  Study after study shows that consumers believe online consumer reviews more than manufacturers ads or descriptions.

It all points to two things for Brands:
1.  Consider Public Relations and Social Media first to enable you to really talk with your consumers and affect their purchase decisions.
2.  Consider advertising only when it is Super Bowl audience caliber.  That may be the only way it’s worth your $300 million.

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