Archives for category: Social Media

Bangalore may tout itself as the information technology capital of India and may boast of a cosmopolitan culture, but its attitudes toward women continue to be archaic.

But the idea of holding a ‘SlutWalk’ protest in the city is unlikely to create meaningful change.

Ask just about any woman who has walked on Bangalore’s streets if she has been groped, whistled at, had romantic Bollywood songs sung to her, been accidentally “bumped” into by a random man, followed, or been stared at and her answer is most likely going to be “yes”.

Fed up with prevailing attitudes and taking a cue from global trends, a group of young men and women from Bangalore have got together to plan the city’s first SlutWalk on December 4, 2011.

The ‘SlutWalk’ protests began in Toronto, Canada, in April after a cop allegedly said women should not dress like sluts if they don’t want to be harassed.

According to the National Crime Records Bureau, in 2010, Bangalore recorded 65 incidences of rape (national capital Delhi recorded 414).  However, these are reported numbers, and it is difficult to estimate the number of women who did not file a complaint. The number of incidences of molestation was 308 and the incidences of sexual harassment (colloquially called “eve-teasing”) were 50.

In the face of such statistics, the idea of raising awareness by holding such a protest in Bangalore is laudable, but it is unlikely to have a lasting impact and may not change mindsets.

There is a disconnect between the protest’s local name in Kannada and the protest’s mission. The activists are using both “SlutWalk” and the Kannada name of “Gejje Hejje” where Gejje means anklet and Hejje means footsteps. The anklet is a traditional ornament made of silver and usually worn by girls in South India. Anklets have little silver bells that make a sound as one walks. To some, it may convey the image of a girl who is demure and follows traditions because these ornaments have been worn for centuries. Nowadays, girls wear them for weddings or big celebrations. So the name, while it conveys that the protest has something to do with women, does not convey the intensity of what it wants to achieve.

The usage of the word ‘SlutWalk’ may alienate some followers as they would see it as a term that originated in the West and perhaps not relevant to the Indian context. However, the protesters argue that violence against women in India is just as abhorrent as violence against women in the U.S. But we need a homegrown campaign to make our point. Just think about the Pink Chaddi campaign (pink underwear campaign) that was a response to hooligans who wanted to put an end to Valentine’s Day celebrations by going after young, unmarried, couples who dared to celebrate. The women, using humor as their weapon, got together as The Consortium of Pub-Going, Loose and Forward Women. They initiated a campaign to mail boxes and boxes of pink underwear to the right-wing group that had made the threats and effectively humiliated them. Read more about this protest here.

The SlutWalk protesters are already using social media to spread their message. Their Facebook page has more than 700 likes. However, social media accounts, and indeed access to the Internet and computers are still a privilege of the elite in Bangalore (“elite” includes the middle class). What about the thousands and thousands of illiterate (sometimes poorly-educated) women who move from rural areas into the city? (The Pink Chaddi campaign somewhat overcame this by opening up some members’ houses as collection points for underwear). They are daily laborers at construction sites and maids at various households. They dress in traditional saris and salwar kameezes and face harassment on a daily basis. They would not know the meaning of the word ‘slut’, so how would they even learn about or go about participating in this protest?

It’s time for an inclusive, grassroots movement to counter sexual harassment against women in this city. And unfortunately, at this point, SlutWalk is not the answer.

Don’t you just love reading The New York Times with your morning coffee? I usually scan the paper’s website before I start my day. This week, I am looking at how editors determine newsworthiness and how this impacts PR professionals.

Let’s start with the Times. One of the things I love about the website is that stories on the homepage constantly change. I also like that they choose science stories, art stories or strong personal profiles as their lead at times. It’s likely that political stories far outnumber the others, but they are not always made into the dominant story on the page.

The Los Angeles Times appears to give “celebrity stories” some coverage on its homepage – likely because of its location. Today (Oct 28), they had a story about royal succession on the homepage.

Looking at other websites such as MSNBC and CNN, the economy, Afghanistan, Libya and human interest features were common topics of news coverage.

Because I consume my news online, it was actually challenging to figure out newsworthiness. I tend to scan the top papers, and enter search terms on Google News. I rely on news aggregators to tell me the top news of the day. Also, as there is no physical limit to a newspaper’s web content, the scrolling goes on and on and on. There is so much information out there, that every person’s news need is more or less fulfilled.

The traditional news values still determine what makes news: proximity, currency, conflict, prominence and well, the “bizarre”. But in today’s digital age, especially for people in my demographic, the control lies in the hands of the people. We determine what makes news. We “like” things on Facebook, we Tweet links to stories we like.

I would never have read this article unless I saw the link everywhere. I read it, liked it, and told a friend about it. You should read it too, it’s good!

What does this trend mean for PR professionals? I think a savvy professional will realize that he or she can go straight to the people by utilizing social media. This is especially useful for PR people who work in the music or film industry, because people want celebrity news (what that says about us as a society is another matter altogether). While this gives a high degree of control over content, I think the best sort of positive publicity comes when a respected newspaper praises the work done by your company. Practitioners have to be adept at spotting trends and looking at the bigger picture if they are to have a reporter’s interest. What do you think?

 

When we think of public relations, we tend to think of external work – media relations, talking to customers, measuring organization perception and more. However, internal stakeholders are just as important as they can make or break an organization’s reputation. A public relations practitioner has to also manage internal communications for employees at all levels.

This week, we looked at social media and other collaboration tools. Some examples are Yammer, Digsby, Skype, wikis, podcasts and Slideshare.

Of this list, Yammer was new to me, so I am going to focus on its use in internal communication.

Yammer appears to be like Facebook, except it is geared for internal corporate communications. The purpose, as you can read more about here, is to ensure business objectives are being met.

Does Yammer help facilitate internal communications?

To some extent, I think it does.

Pros:

  • Since Yammer brings together only your colleagues and managers, it helps draw a clear line between your private and professional life. No more embarrassing mix-ups, where your boss ends up reading a message not meant for him/her.
  • Writing official emails can be tedious. If you just want to know if someone has completed a report, you can message them to find out.
  • Yammer is geared for the 21st century way of communicating. Everyone appears to prefer a quick, informal message and Yammer facilitates that.

Unfortunately, I think tools like Yammer can also cause some problems that PR practitioners should be aware about

  • Let’s face it: Any of us who use Facebook have also wasted a lot of time on it, endlessly scrolling through other people’s profiles and their messages. Will Yammer cause you to waste time in the workplace? Maybe.
  • What happens if someone says something inappropriate on Yammer? A crisis plan has to be created to handle these situations.
  • Privacy is another huge concern, as this article points out. Should companies be allowed to record conversations? Can they be used in legal situations?

I think before companies rush to adopt such technology to facilitate internal conversations, they need to properly assess whether it is a right fit for their company.

 

One of the big responsibilities of public relations practitioners is to communicate organizational change to internal and external stakeholders. No such communication is more closely watched than material that announces CEO change at a company. When leaders step down, resign or are asked to go, it has an immediate impact on stock prices.

This week, I looked at the press releases put out by SAP – a major player in the technology industry. SAP underwent a CEO change in 2010.

You can read the press release announcing this change here.

What I liked about this press release:

  • It is extremely concise but conveys the relevant information
  • It speaks of a “mutual agreement”, so the company has taken a positive approach and appears not to have burned bridges with the departing CEO
  • It talks about going back to an old system of running things (that of having co-CEOs), so the shareholders are likely to think the company is going back to a tried and tested system
  • The co-CEOs have both been appointed from within the company, so there is a sense of continuity
  • It announced further changes to the board
  • The press release recognized the departing CEO’s contributions
  • Lastly, it announces a press conference that will answer further questions – this is very important because journalists will want to know exactly why the CEO left

Overall, the press release conveys a sense of stability of the organization and shows that the board is in control of the situation.

The release does not go into why the company is making so many changes – though no doubt, industry analysts and journalists on the business beat would have heard any rumors.

I looked up SAP’s old press releases to see what kind of communication they put out there in the weeks following the new announcement. I saw that they shortly had this press release announcing further changes.

I thought it was really interesting that they did not announce this in the first press release. Or perhaps they did not have the information about the resignation of a board member at that time.

The media were all over this story and pointed out that the company did not really give a reason for the departure of the CEO. However, the journalists had plenty of quotes from analysts and you can read about that here and here.

Use of Twitter and Facebook:

I checked SAP’s tweets, but I could go no further than  August 2010. So I am not sure if they used Twitter to communicate the CEO change.

This is SAP’s Facebook page. I found no post on February 7, 2010 that was the day the CEO change was announced. I think this is the right move. Social media is not a formal medium to announce such an important change. I think it is ok for certain companies to announce big changes on social media – such as Sprinkles Cupcakes or Twitter – because they already leverage the media. However, I think in the case of SAP, it would have sent a wrong message to stakeholders and would not really have facilitated discussion. Would SAP answer a question posed by one of their fans: “Why the sudden change?” – I don’t think so.

This week, our class was asked to look into company blogs, especially those maintained (or said to be maintained!) by CEOs.

I sometimes read company blogs, such as those of the BBC and Lonely Planet. I think they can be a great source of behind-the-scenes information and I like getting to know the personalities behind the bylines.

This week, I looked at Bill Marriott’s CEO blog. I was surprised to see how accessible his blog is to anyone who logs on to the Marriott website. I was directed to his blog both from the home page and from the About Marriott page.

After going through some of his blog posts, I came up with a list of pros and cons of CEO blogs:

Pros:

  • Reinforce PR messages

CEOs can use their blogs to emphasize key public relations messages to their audiences. For example, Marriott’s latest post emphasizes that the chain values ethics.

  • A face to the name

CEO blogs give a human face to a huge corporation. I liked how Marriott signs off with “I’m Bill Marriott, and thanks for helping me to keep Marriott on the Move”.

It is a personal message to his customers. I also think it shows that he is excited about his job every day. This will no doubt benefit customers.

  • New directions

CEOs can use their blog to write about new company strategies. Since the tone of the blog is mostly informal, there is an opportunity to connect with audiences and provide more information. I like that Marriott’s blog is open to comments (although the comments are moderated).

Cons:

  • The challenge of blogging regularly

The CEO has to blog often in order to not only build up an audience but also keep those reading his posts interested. Marriott’s blog is updated regularly and I think this is the reason people comment on some of his posts – they are coming back to see if something is new, they read the new item and are then happy to offer a comment because they feel engaged.

  • Interesting content

It’s not easy to always be interesting on a blog. I am sure all of us have come across tedious blogs, filled with boring technical details about new products or industry updates. If a CEO blog is politically correct, it may lose some readers. Readers want special tidbits of information and personal stories always resonate. I did feel that Marriott does a good job in tackling this fine line. He writes about his business and also shares personal stories (see thoughts about September 11).

  •  Media on the watch

The media are likely to watch CEO blogs very closely. One slip up can result in negative publicity for the entire company. Worse, share prices may fall. See how closely the media tracked the CEO blog of Petco here.

One final thought on CEO blogs – do they really write them? Are they written by communications personnel and signed off by CEOs? What do you think?

Disclaimer: This is a class project. It is not intended to reflect actual situations.

    

We had an interesting blog question assigned to us today. Our professor wants us to tackle the following question:

You are the PR director for a political candidate whose view on HPV vaccines is polarizing. His/her social media profiles are receiving both positive and negative feedback. What is your response and why?

For the purposes of this assignment, I am going to assume that I represent a political candidate who is strongly recommending the HPV vaccine for males and females in the 9-26 year age bracket.

The political candidate has not only endorsed the vaccine during her campaign rallies, but has also appeared on television programs with the same strong views. She also posts about the topic daily on Facebook and Twitter. While some of her followers have praised her outspokenness, there has also been a backlash and many negative comments crowd her wall.

To address this scenario, I would first segment our audience.

Dealing with angry constituents:

  • Educate:

Instead of just posting strongly-worded comments, the candidate should also include links to the CDC website (Centers for Disease Control and Prevention), so that disgruntled constituents can learn more about the disease from a respected organization in the health sector.

  • Listen:

The constituent should acknowledge that there are people whose viewpoints may be different. They may be in opposition either because of their religious beliefs or because they feel vaccines are a government conspiracy. Or they may have believed what celebrities have said in the past. By acknowledging their concern, the candidate has a better chance to showcase her point of view and add to the debate. Otherwise, the constituents will feel alienated and will never vote for the candidate again.

  • Understand that you cannot convert all of them to your point of view:

The candidate must be made to understand that not everyone will be convinced. This way, the candidate will not write angry posts in retaliation to comments.

Dealing with constituents in agreement:

  • Thank them for support and provide further education:

The candidate should post a positive message and thank supporters. At the same time, she should continue to post facts and statistics about the HPV vaccine. She should include a link to the CDC website, and other information sources because constituents may still have questions.

  • Ask them to spread the word:

Create a hashtag on Twitter and include in all posts. This is an easy way for interested constituents to spread the word about the vaccine and in turn, about the candidate.

Dealing with constituents who have not made up their mind on the topic:

This is an important audience for the candidate. If she manages the situation properly, she can ensure that this set of people will vote for her.

  • Educate:

Give them facts and figures. Publish information from leading newspapers and healthcare organizations. Show them that other groups and individuals believe the HPV vaccine is essential.

  • Communicate:

If the candidate starts a conversation with one person and asks them to read some information, she should make sure she follows up with the person. This way, the constituent feels involved and valued.

The above approaches are likely to benefit the candidate and improve the quality of debate around the HPV vaccine issue.

 

Technology only supplements traditional media strategies. – Philip Ryan Johnson

On September 7, 2011, the guest lecturer at our class was Philip Ryan Johnson (above), a doctoral candidate at the S.I. Newhouse School of Public Communications and a professor at the school. His passion is social media and you only need to run his name through Google to find him on multiple networks! Also, what a great name for a person in public relations – PR Johnson!

The most important message Professor Johnson conveyed was that “organizations must clearly understand why they are using social media”. I have seen several companies following the herd mentality and signing up for accounts on Facebook and Twitter without knowing exactly how they can leverage those channels. The company must first have a sound organizational strategy, PR strategies must be aligned to business strategies and only then can one explore social media, said Professor Johnson.

I think this is really important because various stakeholders demand transparency from the organizations with which they interact and it’s essential for the PR practitioner to ensure publics are not receiving mixed messages.

Here are some ways mentioned by Professor Johnson to ensure you get the best outcome from using social media:

  • Find the savviest employee to man social media channels (PR practitioners are expected to know and understand social media)
  • Align social media strategy with organizational objectives
  • Understand that social media is only a tactic, it cannot replace strategic planning
  • People want information quickly so make it easy for them to download information
  • Update the sites regularly and this will help Google put you on top of its search results

I disagreed with Professor Johnson’s assessment of individuals or companies who don’t openly embrace social media. He said that it would appear that they are trying to “hide” something and that people “will find out”. I was disappointed that he did not touch on the issue of privacy at all.

Privacy concerns have long plagued social media channels like Facebook. These concerns affect both individuals and companies. According to this article, organizations must be particularly careful about whom they tag in photos and whose name they publish on their site.

I think we are not at a stage yet where we fully understand the implications of living a life online, both as an individual and as an organization. I see no harm in being cautious.

I would have also liked some more examples of companies that are using social media well.

Overall, I found Professor Johnson’s lecture interesting and useful. He suggested a number of sites for us to check out. This is great because there are so many interesting things on the Internet that I am glad he narrowed them down for us. The full resource list can be found here.

Here is the list of useful websites that I am in the process of exploring:

I have a lot to learn!