Comments on: The end of PR as we know it http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/ Marketing. Social Media. Humanity. Tue, 07 Feb 2012 10:26:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Mark http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-922 Mark Fri, 09 Oct 2009 02:20:50 +0000 http://businessesgrow.com/?p=842#comment-922 @ rachel -- thanks for stopping by and I sure agree about the intelligence of the community. One of the things I love about this group is that the comments are never just "great job Mark" (In fact it is never that ... hmmm...) People really dig into things, contribute and challenge. Where do I get my ideas for blogs? {grow} reader comments usually! Your comment on leadership is right on. Thought leadership, community leadership and responsibility to those who work in the firm. They have a stake in the mess, too. @ rachel — thanks for stopping by and I sure agree about the intelligence of the community. One of the things I love about this group is that the comments are never just “great job Mark” (In fact it is never that … hmmm…) People really dig into things, contribute and challenge. Where do I get my ideas for blogs? {grow} reader comments usually!

Your comment on leadership is right on. Thought leadership, community leadership and responsibility to those who work in the firm. They have a stake in the mess, too.

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]]> By: Rachel Gattuso http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-921 Rachel Gattuso Thu, 08 Oct 2009 23:55:45 +0000 http://businessesgrow.com/?p=842#comment-921 I'm always struck by how intelligently this community responds to these thought-provoking issues. Steve did such an excellent job of breaking this situation down that I learned a few new things regarding crisis communications. L&T likely couldn't have paid for such excellent advice. I think I'm just curious who is in the driver's seat. Who's really so ruffled they feel the need to move forward with some sort of legal action? In both the Horizon Realty and L&T cases, the knee-jerk responses have done nothing but exacerbate things. Isn't that part of leadership? Taking into consideration that what you may not know about something (i.e. how Twitter works and, more importantly, how the broad community will flock to these stories) could potentially derail your initiative? Assessing your next step strategically, making quick yet calculated decisions... Of course, hindsight is 20-20. The question is: are they willing to correct their vision before moving forward? I’m always struck by how intelligently this community responds to these thought-provoking issues.

Steve did such an excellent job of breaking this situation down that I learned a few new things regarding crisis communications. L&T likely couldn’t have paid for such excellent advice.

I think I’m just curious who is in the driver’s seat. Who’s really so ruffled they feel the need to move forward with some sort of legal action? In both the Horizon Realty and L&T cases, the knee-jerk responses have done nothing but exacerbate things. Isn’t that part of leadership? Taking into consideration that what you may not know about something (i.e. how Twitter works and, more importantly, how the broad community will flock to these stories) could potentially derail your initiative? Assessing your next step strategically, making quick yet calculated decisions…

Of course, hindsight is 20-20. The question is: are they willing to correct their vision before moving forward?

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]]> By: Dan Holden http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-920 Dan Holden Thu, 08 Oct 2009 17:18:20 +0000 http://businessesgrow.com/?p=842#comment-920 This was great. Might i be sold bold as to propose a second session? With the anniversary of the loma prieta earthquake just days away, can we tweet on the use of social media crisis communications during a natural disaster? This was great. Might i be sold bold as to propose a second session? With the anniversary of the loma prieta earthquake just days away, can we tweet on the use of social media crisis communications during a natural disaster?

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]]> By: Steve Farnsworth, Jolt Social Media http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-918 Steve Farnsworth, Jolt Social Media Thu, 08 Oct 2009 16:03:03 +0000 http://businessesgrow.com/?p=842#comment-918 Hello @Jayme and @Gregg: I think you are right to consider a cooperative publicity event. Doing something together, and the community, would have tremendous value. I had included a joint activity around charity in my first draft. Also, I thought that a friendly video for YouTube, one where they are each a bit self-deprecating and good humored about the blow-up, might be powerful in defusing the situation, and be a publicity boon for everyone involved. I would only do that if there were a strong desire for each to make peace, and a real connection while negotiating settlement terms. However, given the deeply contentious nature of the dispute, I felt it likely that their past animosity would flare-up. This might come across to the public as a shotgun marriage at best, or at worst a second public brawl that would be a compounded personal branding disaster for both. A risk I could not advise or would take. Hello @Jayme and @Gregg: I think you are right to consider a cooperative publicity event. Doing something together, and the community, would have tremendous value. I had included a joint activity around charity in my first draft.

Also, I thought that a friendly video for YouTube, one where they are each a bit self-deprecating and good humored about the blow-up, might be powerful in defusing the situation, and be a publicity boon for everyone involved. I would only do that if there were a strong desire for each to make peace, and a real connection while negotiating settlement terms.

However, given the deeply contentious nature of the dispute, I felt it likely that their past animosity would flare-up. This might come across to the public as a shotgun marriage at best, or at worst a second public brawl that would be a compounded personal branding disaster for both. A risk I could not advise or would take.

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]]> By: Gregg Morris http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-917 Gregg Morris Thu, 08 Oct 2009 13:55:27 +0000 http://businessesgrow.com/?p=842#comment-917 You've really presented this well Steve. As did Mark in his original post. I really like Steve's suggestion of getting the public to connect with the people involved. Humanizing them so to speak. Lawsuits are such institutional, de-humanizing things. I think too that I would combine that with Jayme's suggestion of supporting a cause. Maybe get the pizza guys to teach the L&T guys how to make a pie. I know this is corny, but call it "humble" and then serve it up for the cause. Another possible positive for L&T is to become "thought leaders" on how not to treat your clients. Since they don't seem to have a social presence, and since they clearly have to adopt one to issue the mea culpas, etc., they could turn this around in the same way Dell did after Jarvis had at them. You’ve really presented this well Steve. As did Mark in his original post. I really like Steve’s suggestion of getting the public to connect with the people involved. Humanizing them so to speak. Lawsuits are such institutional, de-humanizing things. I think too that I would combine that with Jayme’s suggestion of supporting a cause. Maybe get the pizza guys to teach the L&T guys how to make a pie. I know this is corny, but call it “humble” and then serve it up for the cause.

Another possible positive for L&T is to become “thought leaders” on how not to treat your clients. Since they don’t seem to have a social presence, and since they clearly have to adopt one to issue the mea culpas, etc., they could turn this around in the same way Dell did after Jarvis had at them.

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]]> By: Steve Dodd http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-916 Steve Dodd Thu, 08 Oct 2009 12:51:17 +0000 http://businessesgrow.com/?p=842#comment-916 This is a terrific discussion and actually is a classic example of the power of social media. This article really says it all. "Without this lawsuit, you wouldn’t be reading this post. If their goal was to avoid a negative image in the media, this marketing firm has failed on a grand scale. In fact, they could learn a thing or two from The Pizza Kitchen. Even though they only have one store, attracting this lawsuit has led to global media attention beyond anything Low and Tritt could have landed them when they were still a client." http://thebusinesstipster.com/2009/10/07/marketing-firm-sues-pizzeria-in-facebook-libel-case/ And, just as an aside comment, the fact that L&T is "nowhere to be found on Twitter and Facebook" might be a clear indication of why the campaign they are being sued for failed in the first place. Perhaps their first step in damage control is to get engaged and figure this out as they seem to be a "traditional" agency that jumped into SM without a clear understanding (ie: failed campaign, the impact of a traditional law suit etc). This is a terrific discussion and actually is a classic example of the power of social media. This article really says it all.

“Without this lawsuit, you wouldn’t be reading this post. If their goal was to avoid a negative image in the media, this marketing firm has failed on a grand scale. In fact, they could learn a thing or two from The Pizza Kitchen. Even though they only have one store, attracting this lawsuit has led to global media attention beyond anything Low and Tritt could have landed them when they were still a client.”

http://thebusinesstipster.com/2009/10/07/marketing-firm-sues-pizzeria-in-facebook-libel-case/

And, just as an aside comment, the fact that L&T is “nowhere to be found on Twitter and Facebook” might be a clear indication of why the campaign they are being sued for failed in the first place. Perhaps their first step in damage control is to get engaged and figure this out as they seem to be a “traditional” agency that jumped into SM without a clear understanding (ie: failed campaign, the impact of a traditional law suit etc).

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]]> By: Mark http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-915 Mark Thu, 08 Oct 2009 11:45:00 +0000 http://businessesgrow.com/?p=842#comment-915 @Neicole I would love for L+T to weigh in, but I can't find them on Twitter, Facebook or any other channel. They may not be even listening. In any event, if they're serious about pursuing the lawsuit, nothing they could say here would help them. We've given them a good game plan though haven't we? They should at least tell us "thank you!" : ) @Neicole I would love for L+T to weigh in, but I can’t find them on Twitter, Facebook or any other channel. They may not be even listening.

In any event, if they’re serious about pursuing the lawsuit, nothing they could say here would help them. We’ve given them a good game plan though haven’t we? They should at least tell us “thank you!” : )

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]]> By: Lisa Foote http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-914 Lisa Foote Thu, 08 Oct 2009 11:31:45 +0000 http://businessesgrow.com/?p=842#comment-914 Interesting case study. It's fascinating how magnified every action, every comment becomes when SM is the megaphone. Clearly a mistake, but not one from which they cannot recover if they are sensible. Very stimulating read, including comments. Interesting case study. It’s fascinating how magnified every action, every comment becomes when SM is the megaphone. Clearly a mistake, but not one from which they cannot recover if they are sensible. Very stimulating read, including comments.

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]]> By: Neicole Crepeau http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-911 Neicole Crepeau Thu, 08 Oct 2009 04:09:27 +0000 http://businessesgrow.com/?p=842#comment-911 Good post, Steve. As well as the original one from Mark. Just look at how much time, energy, and money L+T now needs to expend to at least stop the bleeding. On top of the court costs. It's kind of amazing. All your ideas seem like good suggestions. What do you think of the idea of L+T engaging in a conversation with the larger community by asking, "What should a company do in this situation?" That's kind of what I wonder. What would have been a good approach for them to protect their reputation in a professional, non-inflammatory way, out on social networks? I certainly don't think that suing was the right decision. But this kind of thing is going to happen more and more. And I do wonder myself, what is the right response for a business that must protect its reputation in these days where comments like that can spread far and wide. Putting the question to the social media community forces the sensible people to ask themselves, what would I do if it was my business? Neicole Good post, Steve. As well as the original one from Mark. Just look at how much time, energy, and money L+T now needs to expend to at least stop the bleeding. On top of the court costs. It’s kind of amazing.

All your ideas seem like good suggestions. What do you think of the idea of L+T engaging in a conversation with the larger community by asking, “What should a company do in this situation?”

That’s kind of what I wonder. What would have been a good approach for them to protect their reputation in a professional, non-inflammatory way, out on social networks?

I certainly don’t think that suing was the right decision. But this kind of thing is going to happen more and more. And I do wonder myself, what is the right response for a business that must protect its reputation in these days where comments like that can spread far and wide.

Putting the question to the social media community forces the sensible people to ask themselves, what would I do if it was my business?

Neicole

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]]> By: Mark http://www.businessesgrow.com/2009/10/07/the-end-of-pr-as-we-know-it/#comment-909 Mark Thu, 08 Oct 2009 03:08:22 +0000 http://businessesgrow.com/?p=842#comment-909 Making pizza for the hungry. Hmmm. Sounds like a good idea any way you "slice" it. Making pizza for the hungry. Hmmm. Sounds like a good idea any way you “slice” it.

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