PR Blog Jots for November 30

Below is today's update from the CustomScoop team...

Time-Warner "Cheats" On YouTube to Promote Superman DVD
PR Squared

Todd Deferen examines corporate “social media malfeasance” in his latest post.  He references the recent Edelman/Wal-Mart “flogging” scandal, but points to another example of a corporation attempting to “cheat” at social media to promote its products, as Time-Warner has done recently with popular video site YouTube.  “Apparently Superman's handlers at Time-Warner created THOUSANDS of fake YouTube accounts... which were then used to subscribe to the "supermanreturnsdvd" channel that had been posted to the site.  The majority of these THOUSANDS of newly-minted account-holders had never seen the trailer that they "favorited," nor was there any evidence that they were actual YouTube users (no "friends," no other "favorites," etc.).  By being able to claim 8,000+ "subscribers," though, Time-Warner is able to claim that the "supermanreturnsdvd" is among the top-ranked channels on YouTube.”

Is it OK to Use Social Media to Sell Products?
BL Ochman’s What’s Next Blog

BL Ochman is also thinking about the use of social media as a subversive marketing tool in her post today regarding an Italian liquor company that has set up fake profiles on YouTube, Myspace and other social networking sites to promote its brand. “What are the ethical issues in fake social network profiles? Is it ok to have a fake character front a campaign as long as it's clear it's not a real person? How does Campari's Hotel Camparicampaign compare to the Edelman Wal-mart flogs? Read/Write Web blogs's Richard MacManussays the Campari fake social network profiles make him uncomfortable, as they do me. The agency that created the campaign says the fake profiles drive traffic and sell product. I think this campaign is just as unethical as Wal-mart and other flogs. And that it abuses the trust upon which social media is built. What do you think? Hotel Campari, which promotes the Italian liquor, includes a website, where a blindfolded host recommends that you immediately go to room 23. The flash-driven site, which is not work safe, features Selma Hayek. A fake MySpace profile is fronted by 28 year-old "Red Passion"; who also has a fake flickr site and a racy, masked, YouTube video that's been downloaded 17,291 times. As you can see, they covered the social network bases.”

Speech Regulation on the Internet a Threat to PR?
Online Public Relations Thoughts

Jim Horton examines a recent speech by former House Speaker Newt Gingrich, who is calling for regulation on free speech on the Internet due to its widespread use by terrorist organizations.  Horton fears such action would further stymie PR communications efforts and solidify marketing as the preferred corporate method of communicating with the public.  “The internet is a free-for-all and as such, there are those who exploit its freedom far beyond what is safe for society. Having written that, I'm concerned that regulation of any speech is a situation in which it is easy to go too far. There is a deep-seated desire to control what is being said about oneself and institutions. That is why advertising has been and will be the preferred method of communication from corporations and other institutions over public relations. It is also why so much of PR today has descended to mere publicity and message-pushing rather than give and take. Most marketers don't want to hear from citizens: They want citizens to hear them.”

In Media Training, "Engaged Discussion" More Important Than Talking Points
Common Sense PR

Eric Eggerston’s recent post argues that traditional “key message” technique for spokespeople is no longer the most effective means of communicating.  He instead argues for an “engaged discussion,” in which the spokesperson speaks plainly to engage the media rather than using rehearsed scripts. “The era of “the message” is past. Throwing your rehearsed, pat statement into the predictable media coverage is at best a holding action, regardless of which side you’re on.  Replacing it is engaged discussion, where the subject of the interview isn’t afraid to answer questions directly, using plain language…Engaged discussion can backfire if you get trapped making statements you don’t want to make. But that’s not the fault of the technique. That’s just a mistake in how you apply it.  The payoff can be huge, if other organizations are fronted by robotic automatons, and yours is represented by someone who looks, acts, and talks like a human being.”

Key Message Points Still Important, As Long as they are "Value Based"
Communications Overtones

Kami Huyse rebuts Eggerston’s assertions regarding messaging, stating that while rehearsed talking points are no longer as effective, integrating values-based messages into corporate communications is still vital.  “While I agree that manufactured statements are becoming passé, I think it is important for an organization to communicate its character effectively. I don’t think “winging it” is the best plan. Unfortunately, the three message format, with extensive rehearsal to teach executives to bridge to these pre-determined messages, is starting to become less effective as journalists and the general public sees through the tactic.  Instead, it is many messages, both spoken and unspoken, which help to inform our impressions of a person or company. I think the evolution of the key message should be to communicate our corporate/organizational values over specific message points, using examples to drive home the point. In this way, the messages we send can form a harmony of sorts, much of like music, with each note or message contributing to the thesis of the entire piece (if you don’t get the musical reference, don’t fear, the next part is very practical).”

Comments

[Eric Eggertson]

Chris: Interesting. I've never seen CustomScoop. Have to take a look. Thanks for the mention.