Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
By now, we’re all aware of the benefits of social media. We’ve said it before and we’ll say it again: Social media is a powerful tool to connect with your target audiences, increase brand recognition and convey key messages. If you’re strategic and willing to make the time and resource investment, you can build a social media following of loyal brand ambassadors. However, it’s important to remember that while social media gives us the power to share, for better or worse, it can also give us the inadvertent power to conjure a storm. This past month, I learned several lessons around just how powerful social media mobs can be.
You may have seen the various stories around a local Seattle bartender who received a most unwelcome tip after serving a patron. The customer left her with a big goose egg in gratuity and the message, “You could stand to lose a few pounds.” Naturally, the bartender was outraged and took to social media to air her grievances. Almost immediately, her social media following went on a manhunt to identify the customer and shame him into apologizing. The only problem was, her angry Facebook mob was unleashed on the wrong guy and the bartender immediately went from innocent victim to wrongful accuser. Clearly, this is yet another reminder to check your facts and check them again. But, it’s also a painful indication of what can happen when you underestimate the sheer power that social media can have.
In another event, one of my favorite bloggers, The Bloggess, had a rather unfortunate run in with a PR guy after she turned down an unsolicited and irrelevant pitch. The guy, who also turned out to be the vice president of the PR firm, inadvertently hit “reply all” when calling her names that I won’t dare repeat. In true Bloggess fashion, she turned to her large and loyal following and with one Tweet, the PR firm was publically shamed. In today’s social media-dominated world, private conversations can easily become public and one false move can be detrimental to your reputation.
Both of these scenarios clearly demonstrate how powerful social media mobs can be to support different causes, whether for good or bad. However, harnessing the power of social media comes with great responsibility. In these situations, the rise of both social media mobs were initiated by simple human error, a careless wrongful accusation and an unintentional “reply all.” While mistakes are bound to happen, it’s how we respond to them that matters. And at the end of the day, if someone really makes you mad, sleep on it before sharing it with the world. And while I think it’s best to refrain from sending scathing emails because you never know where they’ll get forwarded, if you have the unrelenting desire to send it anyway, triple check who you’re actually sending it to.
Monica Rodriguez
In the past we have written about the importance of body language, but the topic came to my attention again during the eighth Republican presidential debate, and the subsequent analysis of that debate, when Mitt Romney and Rick Perry got into a heated exchange.
Ann Gerhart with the Washington Post wrote a wonderful article about the situation and the implications of touching, asserting control and body language. Entitled, “Unwritten rules of debate: No hands,” it is an excellent reminder to those working to “win over” an audience.
After reading the article, I was again reminded how much body language conveys about emotion. Here are a few of the key reminders I took away from the article:
- Body language provides us with valuable insight into what a person is thinking or feeling. Consider Gerhart’s description of the situation in her article: “Peery had accused Romney of knowingly employing ‘illegals’ to trim his lawn, Romney was trying to respond, Perry kept talking, and Romney frustrated, reached over and laid his larger paw on the shoulder of the shorter man. Perry’s eyes blazed with anger; he jabbed his finger at Romney and continued talking.” If you have not seen this interaction, I’d encourage you to watch the clip and draw your own conclusions.
- Think carefully about your intentions – especially during emotionally-charged moments. What was Romney trying to do? In Gerhart’s article, Georgette Mosbacher asserts Romney was trying to calm Perry, while others interpret Romney’s move as one avowing dominance. We’ll never know for certain what Romney intended and I’d be willing to bet that the conflict escalated so fast that Romney himself wasn’t clear on this. Before taking action (verbal or physical), it’s probably best to pause and think about your intentions and whether your actions are going to help you achieve them.
- Listen to your coaches. In her article, Gerhart shares an example from a debate between Al Gore and George W. Bush. Against the advice of his coaches Gore invaded Bush’s personal space during one of their debates and it apparently backfired. Coaches are not always correct, but before one disregards their input, it probably makes sense to think long and hard about it and have a very good reason for taking the risk.
- Likeability is the name of the game. When you have two qualified candidates the one that typically gets the job is the one that is more likable. This is true in hiring, political arenas, and business development. And, even though journalists try to be impartial, likeability impacts how an individual is treated by the media.
The article contains many more interesting points, I highly recommend reading it, and the next time you’re working to win over an audience, please keep these tips in mind. In the dramatic moments of a personal attack, pause and take a deep breath, think about what you’re trying to achieve and respond carefully. Remember, if you escalate the situation (intentionally or not), it is likely to hurt your likability rating with your audience and likability is often the name of the game.
Amanda Knox was just a name I’d see periodically in the news. I knew this woman had been convicted of killing her British roommate while studying abroad in Italy. But then, an appeal of her conviction was raised and I started to pay attention. Something had changed – and whatever it was had grabbed my attention.
It turns out that this PR professional was won over by another PR team’s stellar campaign to showcase Amanda as an innocent, wrongly convicted woman. While one recent blog post noted that the media played a role in Knox’s conviction, it’s safe to say that due to this massive PR campaign, the media also contributed to the overturning of her conviction.
So what PR elements did the campaign implement so well?
Overcoming the She-Devil Reputation: Throughout the initial trial, Amanda was portrayed as the “angel-faced killer with ice cold eyes.” To combat this, a website was developed to show Amanda as a wholesome, kind-loving person, religious person. Without directly saying “she didn’t do it,” the site paints the picture that it would impossible for such a person to commit this heinous crime.
Character Testimonials: The website also contained character testimonials that challenge the perceptions painted by the Italian authorities. The PR team took it further and asked some of Amanda’s college friends to give interviews to testify about her character. This grass-roots approach was important because it reshaped the perception about Amanda and drew attention to the alleged framing that took place. This consistent messaging – in the forms of letters written on Amanda’s behalf, interviews with media and word-of-mouth in social circles – not only reinforce Amanda’s wholesome character, but also contributed toward raising of funds to cover the costly legal battle.
Myth Busting: The “evidence” on which the Italian prosecution based its claims contained serious flaws. The PR team painstakingly developed a thorough timeline and documented challenges to the claims, showcasing Amanda’s innocence. Media love drama and are attracted to in-depth analysis that builds the drama. They also love facts that help develop a full story. The campaign provided the tools to help media continue the drama of a “wrongly convicted American girl taking on the Italians.”
Reinforce Italy’s Reputation for Corrupt Government: According to the Heritage Foundation’s Index of Economic Freedom, corruption in Italy is a significant issue. This is a reputation that has been around for generations – long before “The Godfather” drew attention to an Italian crime family. The campaign addressed the prosecution’s intentional misleading of the press, the public and the court, which ultimately cast doubt on the prosecutor’s case.
Not all public perception battles turn out so well. (Read our previous blog on Illinois Gov. Rod Blagojevich and his failed approach to controlling the message.)
While the question of Amanda’s innocence may be discussed for years to come (as her conviction was overturned due to doubt about the DNA evidence), in the American court of public opinion she’s been exonerated.
What was your initial opinion about Amanda and this case, and did it change as this PR campaign moved forward?
Joni Kirk
I’ll admit it. When I drive the kids’ carpool or overhear interactions during “play dates,” there are times I feel conflicted. One child makes a subtle statement or comment that seems to take aim at another child’s perceived weakness. It is these subtle jabs that I struggle with – do I jump in or let the children figure it out on their own? If it were a blatant physical attack the course of action would be clear. However, sneaky mental shots can be extremely detrimental. I want my kids to be able to identify the behavior so they can avoid doing it themselves, avoid being hurt by it and learn how to respond without stooping to the same level.
As a business person I sometimes see these same behaviors when interacting with others. I recognize that learning to work effectively with a wide range of people is important for success. Likewise it is valuable to learn how to handle those mental jabs effectively without taking it personally or derailing you from your objectives. Given this, I am routinely looking for ways to improve how I respond to snarky comments and how to better counsel others when faced with challenging situations or individuals.
Recently a colleague referred me to a couple of books she read during a university course on conflict communications. One of those books was Nasty People: How to Stop Being Hurt by Them without Stooping to Their Level. While the title is definitely provocative, the reality is we have all run across someone at one time or another who was nasty or rude. Perhaps you walked away feeling badly about yourself or your management abilities. This book offers guidance for dealing with people that are “invalidators” – people “who feed on your self-esteem, mental anguish, and unhappiness.”
The book helped me put specific behaviors I observed in perspective and provided tips for how to deal with future situations more effectively. The examples in the book also helped me identify aspects of my own behavior that may be perceived as ineffective, or worse, nasty. One basic but helpful reminder from the book is, “when you criticize someone or point out a mistake or misdeed, are you doing it for that person’s own good or to hurt?” Ultimately we can only control our own behavior and how we choose to react. When faced with a conflict or someone that is rude or snarky, the author recommends that you try to understand the person’s intent as well as your own. This will help you determine how you choose to react, or not.
As for my kids and their interactions with their friends, I’m learning to let them manage those relationships, while also trying to help them identify how they feel during those situations, understand the other person’s underlying interests and intent so hopefully they too can avoid being hurt by invalidators they encounter and not become an invalidator themselves.
Did you know that approximately one in every 15,000 children is born with dwarfism, also known as skeletal dysplasia? And that 80 percent of those children have average-height parents? Neither did I.
To raise awareness around this condition and to change perceptions of those individuals with dwarfism, Seattle Children’s, Little People of America’s (LPA) Puget Sound chapter and Caffe Ladro launched the “Stand Tall for Little People” campaign on Sept. 30, 2011, to kick off National Dwarfism Awareness Month. October was first declared as National Dwarfism Awareness Month in 2012 by the LPA, a national non-profit organization that provides support for people with dwarfism.
Through Communiqué PR’s ongoing work with Seattle Children’s, we learned more about this condition, which takes place when bones are not able to grow to average length. Recognized as one of the leading institutions in the Pacific Northwest and nation, Seattle Children’s, Skeletal Dysplasia Clinic provides world-class, comprehensive care for people of all ages – children and adults – diagnosed with skeletal dysplasia and other rare bone conditions.
As an active LPA partner and supporter, Seattle Children’s and LPA of Puget Sound approached Caffe Ladro to participate in the Stand Tall for Little People campaign and create the signature campaign cups. Throughout the month of October, Caffe Ladro will shrink its distinctive “tall man” logo on its cups at all 13 Puget Sound locations to represent and raise awareness for our community members with dwarfism.
Communiqué PR’s scope of work included working with all three organizations to develop key press materials and coordinate a media event to help raise awareness around the campaign and educate the broader Seattle-area community about people with skeletal dysplasia.
As a result of our efforts, the Stand Tall for Little People campaign was featured in local media outlets including Q13 Fox, SeattlePI.com, The Fremocentrist, Seattle Pulp and Patch.com.
While working with Julie Matsuoka, president of LPA’s Puget Sound chapter, on the development of this campaign, we learned a lot about what to do and not to do when meeting an individual with dwarfism, and how certain language is offensive to individuals with dwarfism. She reminded us that these individuals are just like everyone else and are capable of doing anything an average height person can do.
It was an honor to have the opportunity to support Seattle Children’s Skeletal Dysplasia Clinic, LPA and Caffe Ladro on the launch of this campaign. We hope the campaign continues to be a success throughout the month, and that it will continue to have impact on perceptions in the years ahead.
Most people have a problem with change and I am no exception. So when I logged into Facebook a few weeks ago, I was sent into a panic as once again another change was made to my trusty social networking site. As I scanned over my newsfeed, post after post was complaining about the new interface. As I tried to re-learn how to navigate Facebook with its new layout to make sure I was getting the most current and relevant information on my friends and family, I wondered why people get so upset about change, why is it necessary and could communication have improved consumer reception of the changes?
Why don’t we like change? Perhaps it’s because change requires us to re-learn an already formed behavior.
I came across an interesting blog post on ZDnet’s iGeneration blog called, “Why do Facebook users hate change?” that helps to shed some light on why this new change was upsetting for many users. Previously, users could intuitively navigate their profile, news feed and friends’ profiles. But with this most recent change, information might not be in the place they once found it or as accessible as it once was.
The blog also looks at why Facebook needs to change. As much as people don’t like change, people also don’t like a stale product that never evolves. Because of this, Facebook needs to keep up with other social networking sites. As the blog noted, “Facebook needs to be seen as progressive; otherwise it could be demonised or fall into the trap of ‘being the next MySpace’.”
So how should a company communicate change when it is inevitable? First, communicating change is most effective when it is highlighted before the change takes place. Making a formal statement or sending information prior to the change taking place helps prepare customers for the transition and creates transparency. Additionally, make sure to have effective messaging in place. For more information on the importance of messaging, read our previous blog post, “Netflix’s Launch of Qwikster: A Good Reminder for Developing Effective Messaging.” Finally, provide a reason and offer helpful hints to aid in the transition. Customers or employees are more likely to respond well if they feel informed about the underlying reason for the change; it helps to understand the decision.
While change in many cases is inevitable, change does not have to upset customers. Change can be positive when strategically positioned and effectively communicated. This helps to build loyalty among customers, clients and employees.