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‘Newsle’ : a great tool for communication professionals!


A conversation with a  friend in the communications fraternity made a mention to me about a Newsle, an innovative news/content aggregation tool on people all over the world!

Newsle… check it out.

Picking up from their bio,  Newsle combs the web continuously, analyzing over 1 million articles each day – every major news article and blog post published online, as well as most minor ones. Newsle’s core technology is its disambiguation algorithm, which determines whether an article mentioning “John Smith” is about the right person.

On sign up using your Linkedin or Facebook id, you get to view all your friends, and network connects – with every mention in the news across the globe about them captured in one nice screen short – with their bio, news coverage with their quotes and views, and their twitstream.

In the crowd of a hundred new tools, I am not sure if there is any similar social space akin to Newsle. There may  be.  Yet, what immediately struck a note is how Newsle can be of immense use as a social and global tracker of people you know, you may work with, and people who you want to track.

Yes, i can hear you saying that’s what you do with Google Alerts, yet this appears to be more convenient, and easy to use – scores over Google Alerts on that.

Here are the quick uses that a communication professional can see in Newsle.

  • Track real-time your client organization and the key people.
  • If you are a PR agent for the rich and famous, you can see what is being said about them in the news across the globe.
  • Track competition and its key people, and figure out what PR opportunities are out there for a grab, and how you must hone your agility and ‘think out of the box.
  • Track journalists of your choice, in your country, region and across the globe – to get a real time feed of the kind of story opportunities, for now and for the future.
  • Newsle also has its own list of top trends (of people) in technology, CEO’s, CXO’s, journalists, and a whole lot of people like that! It could help you in people-spotting, and may be trend-forecasting, if you can cut through the maze!

The above are some hints of how Newsle can make life better, for communication professionals!

Go try it out for yourself!

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.

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?

Is Social ‘brand lift’ your target?


Social is all about engagement, and conversations.  The singular objective of any sane social media strategy is to foster engagement and create an ongoing stream of conversations, around your product, services, people – all encompassing to your brand!

Any strategy that drives up the engagement levels of your brand (or call it engagement of people with your brand), does in all certainty add to the overall marketing goals of your organization.

To rephrase, the singular intent of the strategy of any organization in social media space must be, to borrow a term from Jon Steinberg , to endeavor ‘social brand lift’.

How does Jon define ‘social brand lift?

He says, in one of his posts – “Social Brand Lift occurs when content that is candid, interesting, though provoking and shareable lands in the hands of the people most interested in discovering it”

In the case of your organization, or brand, the targeted brand lift must lead to an increase in a favorable perception towards the product or service. So, the goal of every single component of the social media plan is to make sure brand lift happens.

Brand lift happens when there is a purposeful engagement by the visitors to your site, followers across the various platforms your organization is in, and in the manner in which every query or concern in respect of your product, service, or even people issues is answered.

Social brand lift also happens only when compelling content is in place in all your social touch points – which are veritable goldmines that must be aimed at a great engagement with your target world.

To endeavor a social brand lift, is the baby step your social media strategy/execution takes, in building stronger and favorable brand perceptions for your organization.

Revisit your social plans now. Have you made sure that each of its components aims at a brand lift?

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’??

Media briefings… some greatly useful notes for communicators


Communication professionals in any organization constantly have to face the media, on a litany of ongoing issues. They could be at any level – be it the Corp Comm executive, right up-to the CEO. Media briefings are regular pressers are just a couple of communication tools that have yet retained the charm, despite the arrival of a barrage of social media tools, which are at the disposal of any right thinking public relations professional.

If one looks around, its it such media briefings and pressers that communication professional are at the risk of exposing themselves and in turn make their organizations image vulnerable – not by mistakes in facts, but by failing to address questions in the right manner.

More so, in times when crisis hits at the heart of an organizations PR armor. Under pressure, its very natural that the communications professional however well equipped, reacts to the situation, as the media event goes astray by the volley questions lobbed in by the media. Faced with this barrage, even the best communicators wilt under pressure, reacting with their emotion laden language – all leading to a perfect recipe for an ‘image disaster’.

Yet, such situations can be better handled, more deftly, and to the complete ‘image advantage’ of their organization.

  • Lay down ground rules – At the beginning of the presser, make sure you lay the ground rules – state it  in clear terms that the intent of the briefing is to address such and such specific issue, and any question shall be around that issue only. Any query that does not pertain to the issue on hand would be taken to be answered later.
  • Better, begin with a written statement – The simple step of circulating a well written media note, detailing the views and facts on the topic would serve well as a pre-cursor in setting the agenda for the right kind of questions. Make sure the facts that need to be taken to the media are mentioned with utmost clarity, and mention that questions can be around the statement. By making such a statement, you also possibly tend to take the steam away for any digressions that are planned by some members of the media fraternity.
  • Plan for complementary statements – You have in hand a written statement; but if there are some questions that can be responded to with more facts, it would be a great idea to respond verbally, and also tell the media that these responses will be typed and circulated at the end of the presser. This can be easily done with the help of the communications team; and not just that, a complementary press note at the end of the press conference is a great way to re-iterate fact, highlight your responses, and way to ensure there are no map – territory distortions at the end of the day.
  • Maintain a friendly and cool demeanor – this may sound way too basic, yet a whole lot of media face offs go astray only for this precise reason. One provocative question, and the communicator loses his cool, making a completely unintended gesture or remark – and however the presser be well armed with facts, this one spar hijacks the image of the organization. The best way to handle any unfriendly question is just a broad smile, or stating can we take it later, or I would come to back to you as soon as I can provide this information. And if the media persists with the same uncomfortable question, the communicator must persist with the positive demeanor, a simple smile, and the planned response – one of the three above. With this, in a matter of few minutes, the questions will move on.
  • Avoid a “we know all” trap – Its often suggested that communication professional while addressing the media, must know all – yes, you must  be armed with a whole lot of facts on a situation. However, that is so different from displaying or exhibiting a know all demeanor in front of the media. That demeanor, mostly leads to a tinge of arrogance, and arrogance is the last thing you need in your PR weaponry. And it is such arrogance that tends to color the most accurate facts with the yellow of distortion. So, it is in your interest and organisation’s interest that you always maintain “I don’t have all the answers, but will endeavor to get them soon” demeanor right through. In fact make it a SOP for your media interactions, and the benefits are immense.

These 5 simple practices will serve to better your image management in a big way. They may sound simple, yet it is these that most of us as communicators or PR professional fail to inculcate in our PR armor, and also educate our spokesperson.

How about some ‘information integrity’??!!


All our press releases

All our press releases (Photo credit: Christopher S. Penn)

What puts off journalist friends most, when you churn out information on behalf of a client, in the form of a press kit or a media release is this – factual errors.

Might sound so rudimentary, but as a matter of fact such errors creep in while we battle with deadlines, or with over-enthusiasm to send out the release so that we help the journo meet the deadline?

It’s the journalist’s responsibility to check the facts in any story – that said, if you are representing a client, you are the custodian of the facts mentioned in any media information that disseminates from your end.

Factual errors are not the big ones like the client concealing the facts or misrepresenting reality, in a crisis situation. Simple errors like getting the name of the person/product spelt wrong, getting the timeline of events wrong, or just spelling the CEO’s surname wrong – such errors come easily to the notice of the consumer – the reader of the viewer of the news, when and if it finally gets there.

And if it does, at stake is the credibility of the journalist, the media house, and your own client. In most cases, such mistakes creep in, in minor details which we tend to take for granted.

As a PR pro, make sure that the eye for detail is in play, every time, with every client. When you claim to manage reputation of clients, the least expected from you is to ensure information integrity.

To err in information is a big fail in the world of PR and reputation management!

Who in PR is promising you the moon?


Does you PR advisor tell you this – come what may, we will make sure that we get
your company covered in the media – in a nutshell, call it a “column cm guarantee”?

Nothing can be far from a blatant lie, and honestly, PR never works that way in any
part of the globe.

As a matter fact, if you have a long term PR/communication strategy for your company in mind,
you must quietly stay away from such ‘column space coverage’ guarantors!

Look at the media (and the journalist fraternity) as end consumers of your content. They have their their own creativity constraints – and its in a sense a battle between classy content, the most crucial advertisers (who walk away with a chunk of the col cms), and the editor who wields the wand as to what the reader must see and know!

The same analogy can be drawn to all kinds of media – print, television, online and so on. Add to this, the clutter of competition in your own industry – which is only increasing by the day!

In all this, if someone walks up to you and gives you as assurance of guaranteed coverage, it can be only if you are gullible enough to think that any of us in the PR business wield that influence.

The fact is, none of us, yes, NONE of us have that, and to some extent, it would be an insult to the independent thinking of the media if we imagine such a thing!

While we could be your company’s image advisors, we are just facilitators to friends in the media – sometimes involuntarily pushing information we perceive as useful, and at times offering a helping hand when sought. We are only catering to the content needs of the journalist fraternity, and this is in their own terms.

In all this, we also see how well we could position our client PR needs, and offer some expertise in creating media oriented content, which will be relevant and consumed!

Look at PR advisors as partners in your long term communication strategy execution plan. Not as someone who could just wave a magic wand and get you instant headlines in the next mornings newspapers! And by the way, such a magic wand never exists with any PR advisor!

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