Don't Be Stupid Part II

There are times people/things don’t live up to expectations. coughcoughCliff Lee in Game 1 of the World Series.coughcough But we carry on and keep hope alive.

Then there are times when it turns out our vocabulary just hasn’t been as good as we though. For example, many years ago (read three) I was job searching on Craigslist. All these jobs kept saying there were “lucrative” opportunities. Finally I asked my boyfriend why every job was just telling me they offered sketchy possibilities with a high propensity to fail. Turns out that was NOT was lucrative meant. I still have issues with the word- I think my definition makes more sense.

Regardless, it seems I’ve been imaging “public relations” as “issues management.” It’s nice to have a new name to say what I’m interested in. PR was becoming blasé. So, as I tarry on learning about issues management, I’m newly excited. It’s almost like I got a new pair of boots for the winter. My education got a face lift.
I love that issues management is really about community relations and preemptive measures. It’s thinking ahead to what could be and educating everyone who would be affected. What a wonderful idea!

“Hey guys, we aren’t facing a crisis but in case we are- here’s what you should know. There is no need to worry, because we will do that for you. Instead, let us educate you and guide you to peace.”

It’s oddly reminiscent to the “Don’t be stupid” philosophy espoused earlier on this blog. Such good ideas stem from issues management.

“People complain they can’t get it- call your government! I can’t help”

Engaging.

Not the diamond ring type, although a few carats are always appreciated. But relationships are a good model for companies to study. Honesty, the ability to listen, to randomly do nice things just because (Cliff, I want flowers! I will consider them super nice.), to not get mad when nice things aren’t done randomly (the last 4.5 years sans flowers). These are just a few things that make a good relationship.

Engaging.

If companies don’t do anything with their “fans” on Facebook, they are wasting their presence on the largest social network in the world. This thought from “Putting the Public Back in Public Relations” clicked with the idea from Stan Lee that conversations are wonderful, but useless if they don’t engage the second party. Just like any relationship would be doomed after the first date.

“Hi, I like you but I’m terribly dull.”

“Cool, I think you’re swell, but I’ll probably forget about you tomorrow since you are so yawn-inducing.”

Engaging!

It’s interacting with the people who already want to interact with you. I personally don’t have the best solution for the Facebook “fan” situation, other than offering coupons and freebies occasionally. However to leverage the social media phenomena companies must find a way, and soon. Sitting idly by and creating pages, twitters and even blogs but then doing nothing with the people is wasteful.

Enraging.

Naturally, one can engage in a terrible manner. Johnson and Johnson- I’m looking at you. Mommy bloggers are often the most sought after demographic according to marketers. These bloggers are invested in so many aspects of life that their subculture holds the purse, literally, for companies. So J&J wanted to chat with them and get their perspective naturally.

They invited these bloggers to an event. Then told them they couldn’t bring their babies. Moms and babies. They kinda go together thanks to biology, but J&J wanted none of that baby-sitting expense. Then J&J scheduled their event at the time of another major mommy blogging event. And went so far as to uninvited mom’s scheduled to speak at the conflicting event. Nothing like being hospitable.

(If I was word savvy enough, I would hyperlink this. But I’m not. http://scobleizer.com/2008/03/19/johnson-and-johnson-breaks-into-jail-with-babycamp/)

J&J got jealous of the extra attention that might take the mom’s away from them. Paying attention to their babies and to another event. Jealousy is not attractive J&J!

So, we’re back to being nice to those you love. Turns out, it’s easy and a good PR practice.

The Intelligence Quota

I have a sweet, sweet dog. She’s a Yorkie named Tai. Which somehow got lengthened to “Tai Baby,” because well… she’s just not smart. She’s adorable, but intelligence is not her strength.

I have to wonder then if there are people like my Tai Baby. Just not smart.
Take Nestle for example. What is so hard about not being jerks and doing their best to NOT kill babies? Oh yeah, money.

Then turn your attention to Venus Williams. Is it really so hard to just speak up and say what happened? Tweet a picture of your injured foot? (http://bit.ly/apzGjz)
It’s amazing how many PR fiascoes could have been avoided with doing the logical thing. Transparency. Honesty. Issuing a statement- quickly.

Think of the blunder the Queen of England had after the death of Princess Diana. All she needed to do was talk to the public and she refused for three days. In 72 hours an entire country turned against the established monarchy, as they assumed the monarchy ignored their feelings.

Oddly enough, it wasn’t even a statement the nation needed per se- it was a sign that the family cared Diana was dead. A sign that the royal family understood their grief.

Transparency and Honesty go together easily. In many respect they are the same thing. They really should be. Celebrities, companies and anyone else in the spotlight or in a crisis seem to realize this. To not alienate fans or further upset a situation, honesty is important.

Yet, they seem to forget how important a timely message is. Even it’s something simple like “Ooops, we are looking into this. Sorry!” An acknowledgment that an upsetting event occurred is often enough to appease the public for a short time until further information can be acquired.

Sometimes the easiest thing to do is not be stupid. Too bad you can’t win clients with that advice. “Hey, Lindsey, pick me as your publicist and I’ll help you. Oh, and don’t be stupid!” I just don’t see that going as far as it should, when really it’s great advice.