Blog Archives

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??

 

Wow.. this blog is now on Alltop..!


alltop-sticker

alltop-sticker (Photo credit: teamstickergiant)

Fantastic news!  Public Relations Equity is now is now listed on Alltop, categorized under the Public relations topic. It’s quite an honor, actually. Why, you may wonder?

If you weren’t aware, Alltop is one of the most popular and respected content aggregators co-founded by the one and only Guy Kawasaki(the former chief evangelist of Apple).

All blog submissions are reviewed manually by intelligent humans, so as to filter out the fluff and maintain high quality content. Listed there, you’ll find all the top bloggers, thought leaders, and geeks from numerous different industries.

It’s a proud moment for Public Relations Equity to be out there… and that makes us think harder to churn out only the best in PR..!

Do you use Alltop? What do you think?

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.

Agility ‘myopia’ – will your social media plan ever help?


Social Media Cafe

Social Media Cafe (Photo credit: Cristiano Betta)

Organizations’ round the world are slowly adopting to the brutal embrace of the social media.  The word brutal might sound crude, yet, that is only to signify the powerful impact the medium has on how contemporary business is done, and how customers across every business are gathering real-time information of your products, services and people!

As a matter of fact, it will not be an exaggeration to say that your customer knows better than you, or your product/service or people, more that you; not just that, the customer gets to know it faster that you.

Once the customer gets to know – by virtue of your brick and mortar touch points – they could be your product performance, your people response, or your service credential, he gets online and shares this knowledge to the world – by a blog, a podcast, a tweet or a face-book post…  any tool that comes in handy to him at the click of a mouse.

Speed or call it ‘agility’, is the mantra. And your organization being ready to embrace the power of social also means that you are willing to engage in conversations real-time, round the clock, and round the year!

Most organizations miss this point – they have a social media plan, yet, the system is steeped in old world bureaucracy – the social team, or the team that is meant to respond real-time is a victim to the rigor of seeking approvals from the higher ups – who are completely myopic to the power of agility in social media. When the need is to swiftly respond, they engage in internal debates on the how and when, and sometimes the tangible benefits/losses and the ‘budgetary’ impact of the actions to be taken.

Little do these agility-myopic people realize that there is a negative spiral out there swallowing the reputation of the organization, one bite a second (or is it faster?!). In this age and world of 24/7 social, your hard-built reputation is at stake, every minute you are embroiled in useless bureaucracy!

Social media is not for the agility myopic – if your organization has a well made social play-book, yet does not have the culture of agility or is not willing to swiftly embrace the ‘agility culture’, then there is one way out – throw the social play book in the dustbin, and get back to business as usual.

May sound rude, yet, that’s the harsh reality – the social space is NOT for those with agility myopia!

Social Media… Who wants to be a champion?


ESA/ESOC goes Social Media _10

ESA/ESOC goes Social Media _10 (Photo credit: Wikipedia)

Circa 2012, social media has well indeed arrived in full force, and there is no way that you or your organization can continue to look away or turn a blind eye to. Unless offcourse, you suffer from a monumental myopia to what value a social presence can mean for you, your company and its brands.

This has propelled the need for social media champions in these organizations, big and small, to wake up to the need for someone who can lead and spearhead the social media initiatives’ – welcome the social media “executive champion”.

But wait, there are some key facts (factors) you must weigh before you are prompted to take the plunge to usher in your organization and brand to the whole new ‘social’ world – the world of likes, fans, followers, re-tweets and so on.

Behind all the buzz and socmed jargon like above, there is a whole lot of ‘back-end’ preparedness that is really needed before you take the first step.

So, what are some of those ‘musts’ if you need to be a social media champion for your organization or brand?

  • Does the organization, which wants you to be a social media proponent (okay, champion), cede all the authority in you, to facilitate the creation/execution of a long term social media plan? And along with the authority, does it also trust you with all the resources that would be needed to put the social media face in place?
  • More importantly, do you think you possess the relevant knowledge and bouquet of skills which will be needed to eventually make the social media plan a workable, and to some extent measurable (the board always loves to ask – where are the results to see) one? Social media is a dynamo and keeps evolving by the minute, in some nook and corner of this animal called internet – one can never be ready with all the know-how, but must be willing to look around for emerging trends, and what works and what does not – across the globe, across platforms: are you willing to be always on that learning curve?
  • Do you have the ability and agility to sell a ‘vision’ (social media vision) to your internal customers – your big bosses, the CEO, the board, and the stakeholders? And to do that, you must have the insight and prowess as to how, where, why and when of the social media plan. Do you?
  • Social is free is the biggest assumption, out there – which is patently false. This premise leads to too much internal strife once the plan is kick started – yes, platforms may be free, but the team in your organization which will work in delivering the social media plan will have to be paid – and paid well at that. Social media calls for tremendous long term investments in time and money – and once the organization decides to make that investment, then it’s obvious that they want to measure the results as well. So, right at the word go, you must have the wisdom and vision to decide the goals on social media, the investments, and how the final or intermittent measurement will be done. Do you have the ability to do that?
  • Can you seamlessly work hand in hand with all the cross functional leadership of your company – be it with HR, marketing, finance, supply chain and the board/CXO of the organization, with the larger interest of a successful and workable social media presence? This will need the ability to possess the leadership skills and ‘moral’ authority to counsel, in case there happens to  be teething issues – which will be almost always there.
  • You are the social media champion – more of the driving force behind the scenes. There will be a host of people, who will be executing these plans from the front, on the ground – these will be a group of social media savvy professionals, who will need all the support needed; and also the counsel and intervention when there are goof-ups and crises due to errors of judgment. In the social media world, there is nothing like a perfect plan or even near perfect execution- some unexpected tweet or post or comment, unintended may be, will erupt in a big way – it’s your sagely presence and ability to lead in crises that will be the day saver. Think you are that kind of a person who will not wilt under pressure?

Thinking of some or all of the above even when you want or are wanted to don the mantle of a ‘social media champion’ will be the baby steps in your success out there.

So, ready to champion ‘social’??

Followers DON’T matter! Engagement DOES….Yes!!


Out there, you will have a hundred social media experts knocking at your door, armed with flashy presentations – aimed at bedazzling you, and indeed luring you to sign up their services to get more followers to your socmed accounts, or more visitors to your website.

Let me tell you a simple, but most forgotten fact – In the omnipresent and connected world – the number of followers or visitors matters the least!

What matters is how engaged are the handful of followers or visitors who are clued on to your work or brand. And how much they perceive that your brand might be of some value to them, now, little later or much later – somewhere in that distant time horizon.

If that is not to be, your hundreds or even thousands of followers may be of sheer cosmetic value, serving just to pamper your ego – the make believe world that you will win with so many 1000s of followers.

The easiest I can illustrate this folly is the retail business in that real world out there (thanks to a handful of my friends in the retail space). Out there, footfalls and actual sales may well have no connect at all. Footfalls are just a baby step – the consumer who comes in has to see tangible value or a great service. The footfall is miles and miles away from the tangible sale – and the interregnum ought to be filled with value, engagement, content, customer support, choice, USP… almost all those terms you will come across in the blue book of marketing.

Every click towards your social media platforms has to lead to content, engagement, and a valued conversation. Much more worthy for the visitor that what he invests in clicking and browsing through your social-omni-presence.

Does your presence out there in the social media world lead to such a kind of engagement? Value? Dialogue?

If the answer is in the affirmative, you are ready to call the bluff of a whole lot of social media strategists!

Are you ready! And Are you there??

gonna.grow.wings

Evolutionary Mindsets To Awaken Creativity, Collaboration, & Innovation

CoachStation

Leadership, People & Business Development

Being Positive

Marketing Needs You! Don't Ask....

In Front Of Your Nose

Andrew Bruce Smith of escherman on PR, Social Media, Analytics and SEO. Mostly.

Kurtz Digital Strategy

Navigating the Changes Technology Brings to Communication, Public Relations and Marketing

Paul Stallard's PR Blog

Digital, Technology and consumer PR blog covering all things relating to PR, AR and social media by Paul Stallard.

moebius ink

public relations, marketing, communications

Beyond PR

Engage Opportunity Everywhere

Prakkypedia

Corporate communications + Public Relations Adelaide

Vikypedia.in

Conversations at the Intersection of PR, Traditional & New Media

Mumblr - A Blog on HR, Talent Management, Employee Engagement and The Ideal Enterprise

Abhishek Mittal's Blog on HR, Talent Management, Employee Engagement and The Ideal Enterprise

Public Relations Equity.

Conversations at the intersection of PR, Social, Reputation et al.

Deon Binneman

Reputation Management Adviser, Speaker & Trainer

Social Media Examiner

Your Guide to the Social Media Jungle

%d bloggers like this: