Category Archives: brand

About the PR workshop…..


Sorry for this bit of self-promoting rant..

The PR Workshop provides comprehensive communication content and solutions to growing organizations that yearn for an informed communications advisory! We are a full service public relations firm with clients distributed across the entire spectrum of the industry. Our home location is Chennai, yet, in this wired world, we can seamlessly deliver image solutions to clients across the globe!

Our goal is to manage PR and in turn, the IMAGE of our clientele, leaving them to focus on their core business. We handle anything to do with the communication plan, be it external or internal – media relations included!

When you become our client, we offer you the following services

  • Continuously work with you on your PR/ Corporate Communication plans
  • Manage your communication across target audience/media
  • Manage RFIs swiftly and accurately
  • Image/Reputation management
  • Crisis Communication

We help optimize your communication strategies, increase visibility and effectively manage your reputation. Our services cover media relations, strategy and message development; crisis and issues management; social media management and marketing; media training; content development; and more. Simply said, associate with us and:

  • Make the right noise about your brand, company
  • Constantly disseminate your mission values to the target media
  • Create optimal & appropriate visibility in appropriate media platforms
  • press relations and media management
  • Media positioning and showcasing of your organization

The PR Workshop strongly believes in holistic solutions for external communication of our clients. The communications solutions we offer would encompass appropriate strategy, tactics and execution – bearing in mind your communication goals of our esteemed client organization.

For more information, feel free to write to murali@prhq.in

Also please do see http://www.prhq.in

 

Just social media crises, or crisis for social media as well?


twitter logo map 09

twitter logo map 09 (Photo credit: The Next Web)

If you are a student of social media, its pleasure and pain points – by now you would be well aware of the ‘attacks’ or ‘hacks’ on the twitter accounts of prominent brands like @burgerking and @jeep.

You can read about the @bugerking part of the story here http://mashable.com/2013/02/18/burger-king-twitter-account-hacked  at @mashable

Online attacks of such nature are not completely surprising, given that the cyber world is getting to another place for brands to fight and fist it out. This is a world where every countries are resorting to cyber-warefare, so why blame the poor brands and their online army who try out the best to bring down competition. (Fact is, such attacks on brand online properties will only see an upswing now on).

Yet, what came as a huge surprise was 140-character powerhouse twitters statement after these attacks on the likes of @burgerking and @jeep.

In a statement published at twitter’s blog, users of the platform were advised on how to keep their passwords secure, and the kind of computers one should etc. You may see the statement here http://blog.twitter.com/2013/02/a-friendly-reminder-about-password.html

Given the un-swerving loyalty of millions of users and thousands of brands across the globe to its platform, @twitter could have done well in also stating facts about how such attacks happen at the first place, and more than that, what preventive measures it plans to have in place to protect its users.

In addressing any crisis, it’s useful to caution the stakeholders and help such situations/incidents from recurring.

But, another cardinal rule in crisis management/communication is to be forthcoming & clear as to what went wrong in specific cases – a simple statement of facts and events leading to a crisis, and added to that assurance that incidents of similar nature will not recur.

It’s about being loud and clear that everything needed to protect the ‘information integrity’ of users will be done.

As of this moment, @twitter has missed the opportunity to win this battle post the hack of accounts like @burgerking and @jeep

Brands are all geared to watch for and handle social media crisis, and battle them. But the question also is what if social media platforms themselves become crisis-points?

India is home to the pioneer in “newsjacking”… Who??


On test tube babies!

On test tube babies!

If you are in the public relations business, by now you must be familiar with “newsjacking”, more recently well articulated by David Meerman Scott (are you following him on twitter – you must do – @dmscott )

For those who are late, here’s how David defines newsjacking : “the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends”.

By that, newsjacking is the easiest tool available in the arsenal of any right thinking public relations pro. And despite many downfalls and issues of ethics in what events ought and ought not to be “newsjacked”

You can read a load of stuff, all over the net, and in PR fora’ on recent uses of newsjacking, where it worked well and where it backfired.

Looking around, it realized on us that the pioneers of “newsjacking” are right here in India. You might be pleasantly surprised, but, in my view its as earyly as 1966 that and India company (offcourse with the help of their great agency) India might as well the home to “newsjacking”

Here, is a part of the story of Amul topical (courtesy : amul.com) Twitter handle – @amul_coop

On the Enron controversy!

On the Enron controversy!

“For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. The ultimate compliment to the butter came when a British company launched a butter and called it Utterly Butterly, last year.

It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter. The butter, which had been launched in 1945, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads.

In India, food was something one couldn’t afford to fool around with. It had been taken too seriously, for too long. Sylvester daCunha decided it was time for a change of image.

The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else.

The Amul girl who lends herself so completely to Amul butter, created as a rival to the Polson butter girl. This one was sexy, village belle, clothed in a tantalising choli all but covering her upper regions. “Eustace Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife’s heart. And who better than a little girl?” says Sylvester daCunha. And so it came about that the famous Amul Moppet was born”

In a sense, even unknowingly, the Amul moppet has been ever since 1966, been only using the  concept of newsjacking in the best possible way, on issues that confront the people of this country – issues which were breaking news…

Right time to newsjack?!

Right time to newsjack?!

If you chose to look at the graph by David on when you should newjack, and compare it with what Amul has been doing almost on a daily basis since the birth of the Amul moppet, what else would you call the Amul topical but newsjacking in its truest sense.

And even better, Amul has been newsjacking using traditional media (call it brick and mortar), decades before all this internet thing happened!

So, who else but our own Amul as pioneers of newsjacking? Surely, David Meerman Scott would agree, hopefully.

What are the like examples of newsjacking you can think off?

And lastly, is “newsjacking” in your things to do in 2013??

 

Online activism, India et al


Online activist... can you ignore me??

Online activist… can you ignore me??

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.

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, 2010 http://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  

In public relations measurement, keep ‘context’, as a mantra!


Veracity with Tenacity: VVV Public Relations F...

Veracity with Tenacity: VVV Public Relations Firm Offers Guerrilla Marketing Revelations & White Hat Black PR To Take Down Corrupt Corporations With Truth (Photo credit: watchingfrogsboil)

How many times has someone walked up to your organization with this as a pitch – hey, look, you are working with xyzee agency, and I see that you are not getting optimal coverage across platforms : and to seemingly substantiate the claim presents the easy tool in the PR weaponry – the competitive news track?

The tendency of any management or internal communications team is to jump at the prospect of having more column cms’ and more clipping and mentions in prime time television media! At the quest of measurement of PR, the crucial parameter – context – is given a miss.

Stories about your organization or about your product, services or people, are not the media’s making… they are always your making – what PR does is to amplify the talking points, at the appropriate time, in the right context. And when the mention or coverage is apt enough, that is a winning communication that some pointless ‘friendly journo’ spiel on your product, which most in your target audience will attach little value to.

Both in the practice of PR (which now effectively is trans-media story telling), and in PR outcome measurement, CONTEXT is the thing to look for. Keep asking, if the media or social-mention of your brand or people, is in the right context in the right form/media.

Good to remember this – one column inch in the right place may be more relevant for your communications program, which a ten plus column inches in a media that does not anyway matter.

So, when someone comes in with a pitch which only speaks the language of quantity (measurement), ask you, whether it will impact to the power of context.

Remember, context is the most relevant and powerful PR measure mantra!

Social media – Is there a crisis brewing somewhere out there?


#bdi Social Reputation Management Conference N...

#bdi Social Reputation Management Conference NYC March 2010 (Photo credit: ShashiBellamkonda)

Its become sort of fanciful or on the other extreme paranoia to keep chanting about an impending social media crisis, 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.

Yet, sometimes, it is not being prepared to handle of face 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 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 has 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.

Here 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.

Executive leadership, art of communicating, & “Reputation”!


English: President Barack Obama and Vice Presi...

English: President Barack Obama and Vice President Joe Biden meet with BP executives in the Roosevelt Room of the White House, June 16, 2010, to discuss the BP oil spill in the Gulf of Mexico. Pictured, from left, are BP CEO Tony Hayward, BP Chairman Carl-Henric Svanberg, BP General Counsel Rupert Bondy, BP Managing Director Robert Dudley, Senior Advisor Valerie Jarrett, Labor Secretary Hilda Solis, Attorney General Eric Holder, Biden, Obama, and Homeland Security Secretary Janet Napolitano (Photo credit: Wikipedia)

As a person on the communications learning curve ever, I am a great fan of Steve Farnsworth’s @Steveology blog, and a student alike.

I found this post “3 Things Executives Can Do To Be More Quoted In The News” a very informative one in the context of every top manager/leader being communicators for the organization!

By now, the world of communicators is too familiar with the reputation disaster the erstwhile BP CEO Tony Hayward was, in his now famous (rather infamous) “I’d like my life back” comment to the humongous disaster, the oil spill was.

The cardinal rule for any CEO/CXO who is in the line of sight of the media is to be always “battle ready”. This might indeed sound ominous, yet it’s the closest to reality and the best communications mantra!

Picture this – there could be a call from anywhere in the globe on something which has just been just happened a few minutes ago (hours and day response time are dead and gone forever – another rule to remember!). Any of these calls, if not responded to swiftly, can a long term ‘reputation impact’ on your company and its fortunes.

Add to the events per se that may impact your company, the buzz in the social media universe – someone cooks up a rumor, or goes by sheer hearsay, and tweets or posts a few words that could go viral in minutes, or hours – the ‘reputation’ consequences will impact you and your company too!

One quality that will keep your reputation index in good stead is this – your ability to respond in an appropriate manner to any query from any corner of the world!

The CEO may not have a magic wand to all queries, and it is important to admit and realize that – the best answer when confronted with an uncomfortable or ill-informed query is very simple – give me a while and we will come to you with the facts!

What happens in real-life is, on many such occasions, just the opposite – out of a quest to close the issue, and under pressure of the situation, the response is wee bit casual.

This is a perfect recipe for inviting negative media and negative soc-med, and  you are possibly and un-alterably messing up an already fluid situation.

If you think that an expert coaching intervention is needed to handle such events with the media, do ask your board or your organization, and tell them that it is a reputation imperative. Most organizations tend to have the belief that the CEO spokesperson must be suave and possess extra-ordinary skills in communication! This can be a huge advantage but not a pre-requisite at all.

In fact, track some PR crises and how suave spokesperson handled them – you will see that the over-confidence that comes out of being suave and flamboyant brings in a tinge of arrogance – a perfect recipe for many a media disasters!

Facts and truth, yes, nothing but truth – put across in simple language with amazing clarity and miles ahead of a suave and ambiguous, arrogant and just too casual remark.

Many PR careers have been shunted by usage of inappropriate language, unintended it may be – someone somewhere leaks it out when things go out of the hand! The mantra ought to be state the facts and only facts, in a language that can be scrutinized anytime later.

While speed of response is a paramount criterion, it never can be at the cost of language that reflects an unprofessional and casual attitude! Make sure that facts are not colored by style and the tone and tenor of the spoken or written language!

Executive leaders must endeavor to be masters in the art of communicating to the media. And get to being masters one event or crisis at a time – sans making any costly ‘reputation’ screw-ups.

Wild ‘out-sourcing’ of “reputation”, or ‘owned’ engagement?


English: Reputation management graphic that br...

English: Reputation management graphic that breaks down the elements of reputation management and how they fit together. (Photo credit: Wikipedia)

This might sound banal, but this is a harsh reality that can be re-stated a hundred times – the advent of social media, and its proliferation in our lives, has completely morphed the face of contemporary public relations!

Earlier on, even a couple of years back, we communication professionals worked in our own silos, even cutting off from the ground realities of the organization and the media landscape out there! It was a closed world, and the PR folk determined what can be and must be communicated to the rest of the world – and the tools like media briefings and press conferences came in handy in this one sided communication! Even better, PR enjoyed the luxury of entertaining and enjoying the luxury of selective coverage with ‘cultivated’  media (in my opinion, that’s a huge fail – there is nothing like cultivated media – you only get as much mention as your content-worthiness!)

With the arrival of the social world, those small joys are dead and gone! It’s a democracy of communication both within and outside the organization – the people in your company, and those in the outside world are more informed, and in no time, by the power of social.

You may shy away from conversation; and you may think you do so for the right reasons! Even as you do that, the tools of the social world are making sure that somewhere out there, there are a hundred other voices cooking up a storm in your reputation tea-cup!  If you are not pro-active in informing first, and creating engagement islets with all your stakeholders, then your reputation management is being unwittingly outsourced by you to the entire world!

If you are in today’s public relations business and doing something akin to the above, you must be crazy. And not that, at stake is your own reputation?! Saner communication professionals will never do that!

Step forward, communicate first and right, and willingly engage…    when you do that, you own the engagement, or if not own, you are well in control of your reputation!

Own the engagement, and never ever outsource reputation management – willingly or unwillingly!

On the ‘when’ or ‘why’ of news-jacking!?


News Anchor

News Anchor (Photo credit: ed100)

Well, this sounds so familiar by now – news jacking, 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-jack. That will happen if your are real-time new-jacking ready!

By now there is also a raging debate on the merits and de-merits of news-jacking.  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.

This earlier post in this blog also dwelved on whether brands must news-jack piggyback on a major disaster like Super-storm Sandy.  There are a handful of global brands that jumped into the news-jacking bandwagon in the aftermath of Sandy.

This post is a nice illustration of how some brands really reaped the windfall gains of news jacking in a positive brand-lift context.

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!

News-jacking…. right or wrong?


Hurricane Sandy Aftermath

Hurricane Sandy Aftermath (Photo credit: FlightDreamz2012)

In the armor of public relations professionals all across the globe, news-jacking has indeed arrived.

By now there are a handful of examples, as to how the alert and agile communications professionals can plug in his brand with any real-time news to get a viral visibility – in a sense, an exponential brand visibility which no other conventional tool in the PR armor can ever bring in. This lucid post by PR thought leader David Meerman Scott informs about the what, where, how and when of news-jacking. For any aspiring news-jacker, Davids latest book on the subject is a must read.

To quote from a popular post – you news-jack on virality… that’s what any smart communications pro does – take something that’s already gone viral, and piggyback on its success by creating your own awesome spin on it. There are several companies out there who have done it — and done it well.

Move on now to the debate on what is right and wrong in news jacking. Some of the most popular brands in the US have now started to gain a tangible brand-lift by news-jacking the presidential elections. But, what is beginning to generate a debate now on the virtues and vices of news-jacking is Hurricane Sandy, that has battered the east coast of USA, causing huge damage to people and property.

Brands – as diverse as from careers to cosmetics, and essential supply services lost no time in jumping into the news-jacking band-wagon!

But is it right for brands to look at promoting themselves, by plugging them in the visibility that a monstrous disaster like Sandy gets in the social world? The answer for this can be – yes, only when your brand is placed well to serve the essentials for the people who have been tormented by the storm. And no, if your brand intention is to just exploit the visibility, but has nothing to do with the aftermath of the event!

Extending that, its fine if you are a utility or essential service provider for your brand to be plugged in. But if you are a hair-do company, or a cosmetic (like the one suggesting to spend your home time trying a new product of theirs!), then news-jacking will be a fail in the long run.  What are your views? You think a hair do company must news-jack Hurricane Sandy?

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