Archive for the ‘traditional media’ Category
A bit of a media — well, not a storm — drizzle began in my city last week. My local newspaper ran the story “Four staff work on widely-unwatched PMO promo videos.”
The nub of the story: in January of this year, our country’s Prime Minister (already the subject of some severe criticism for his inaccessibility to media) launched a YouTube feature called “24-Seven” (“24-sept” en français). The videos, at least one each week, are published to the PMO’s YouTube channel. And viewership has been less than revolutionary. The March 20-26 edition has 30 views in English as I write this, and 12 in French. Four public servants produce those sparsely-viewed videos “as part of their regular web publishing duties.” Those public servants include a director (annual salary at least $105K), a “multimedia specialist” (starting salary $56K), a “project coordinator” (starting salary $72K), and an “analyst” (starting salary $52K). The story notes that information wasn’t available about the people who actually shot and edited the video.
It’s easy to scoff at videos that have two-digit view counts, and equally easy to be sniffy about the expenditures. But this initiative is far from the only federal one that has failed on YouTube. Canada’s National Research Council has a four-year-old channel with 29 videos. Two of them have more than 2,000 views. Industry Canada’s channel has 15 videos, of which one has more than 1,000 views. Health Canada has posted 97 videos over the last four years, and has relative success, with some videos approaching 70,000 views. Environment Canada’s most popular video of its 30 has 9,300 views.
This week, the opposition parties to our federal government are continuing to ask questions about the videos, according to a post by intrepid CBC blogger Kady O’Malley. The opposition parties are assuming, I guess, that there may be tidbits they can use to hold the government up to ridicule or attack.
It’s surprisingly hard to get high-level numbers about YT views. A 2009 study by Tubemogul showed that less than five per cent of Youtube videos got more than 5,000 views. If those numbers are still even close to accurate, even 1000 views is not a definite failure.
Why don’t videos produced by our government do that well? Because Canada’s federal government does not do a good job with social media. It’s that simple. It consciously turns its back on the things that differentiate social media from traditional government communications methods. What do I mean by that?
In no particular order:
- Closed comments and strangled sharing options
- Lack of promotion
- Lack of interaction with potential viewers
- Focus on the channel and not the strategy or the content
Comments and sharing. If you put your videos up and disable comments and prevent people from embedding them in other pages, you tell the viewer that you’re not interested in the conversation.
Lack of promotion. Videos rarely just magically find viewerships. You need to get them out there, with concerted effort at sharing. When even the most innocuous tweet is subject to a truly onerous process, it’s impractical to promote your video assets. Imagine if someone were to tweet “Would love to do my taxes, but I don’t think I know how”, and someone from CRA replied with a pointer to a video tutorial! But if that tweet has to be seen and approved by dozens of people, it’s never going to make a difference. That’s just one example of how social media could be used to promote video assets but isn’t. Another example: the Public Health Agency of Canada has a channel with 29 videos. It also has a FB page with 7,854 likes. I went through the FB page for 2014 and 2013, and there were no posts pointing people to the Youtube channel or to a specific Youtube video. Those types of cross-promotion have no “hard costs” attached; it’s not like you’re buying Google Adwords or FB “boosts” and spending real money. It’s someone’s time.
Lack of interaction with potential viewers. Canada’s federal government doesn’t allow its public servants to take individual voices online. There’s a long tradition in Canada where the Prime Minister speaks for Canada, his or her cabinet ministers speak for their departments, and the public service works impartially and anonymously, away from the public sphere. There are rare exceptions: Environment Canada meteorologist David Phillips is a bona fide star, doing countless interviews about weather. But Phillips has no online brand — no Twitter account, FB profile (that I can find), no blog. So his public persona is based on doing interviews with journalists, not with interacting with “normal people.” Other jurisdictions allow their public servants more latitude. For example, the UK’s Foreign and Commonwealth Office has nearly 200 of its employees on a blogroll. These posts are often engaging and VERY personal. They even allow UK citizens to guest blog, like this expat who now lives in Sofia, Bulgaria. Another example: the US FDA has a Twitter account, and while I don’t know who is behind its Tweets, they do engage with their readers from time to time, like this:
When everything is collective, impersonal, and when there’s no conversation at all, there’s no opportunity to build relationships with the people who might be interested in your content.
No focus on the strategy, content or presentation. Many federal government videos lack creativity and end up looking and feeling like really second-rate corporate products. I frequently point to this video, produced by the National Research Council as an example of what government gets wrong with YouTube:
Sadly, this is not a particularly isolated example. Slick? Yes. Professionally shot and edited, from the look of it. But the supers (the text that flies by) have no relationship to the images. The images themselves are simply an amalgam of people doing things that are more or less understandable. There’s no human voice to it. There’s no call to action; there’s no strategy or plan underlying the shooting.
Even when the NRC has cool content — NRC scientists spent two nights in the Louvre doing amazingly detailed scans of the Mona Lisa — the presentation of this content has a pedantic, “this is good for you but you won’t like it” feel. Why not speak with one of the scientists doing the work? Why not have him or her walk you through the painting? Why not explain why of all the countries of the world, the NRC’s equipment was the best to do this job?
I teach a lot of public servants about social media. And often, the classes are punctuated with “we can’t do that”s, with rueful head-shaking, with eye-rolling. I understand that there’s a value to government proceeding slowly in terms of its adoption of technology. But there is — or at least there should be — a premium placed on innovation. The US Centers for Disease Control must believe that; they published an emergency preparedness guide to a zombie apocalypse, and garnered huge acclaim and attention.
The only thing surprising to me about the Prime Minister’s video channel is that it exists at all. That it’s poorly watched and takes four people to make the videos? No surprise. That its content is uninspiring and its presentation is not innovative at all? No surprise.
There’s one more thing that is disturbing about how our federal government uses social media, and it was stated perfectly by Ken Mueller in his recent post “Social media: where marketing goes to die.” I can’t say it any better than he did, so here’s his key paragraph:
When it comes to social media, I think most failed efforts are pretty much the same. It’s not that social media doesn’t work, it’s just that those in charge are generally guilty of some form of neglect. We spend a lot of time and effort on all sorts of marketing and communications campaigns, but somehow, social media comes last. Social media suffers from neglect. And then I hear “I guess it doesn’t work.”
No, you just let it die.
I worry that public servants will look at moribund Youtube channels, not understand the context of social media, and decide that even 70,000 views is a failure. And with no commenting or embedding, there’s no way to show other things that might indicate a video is catching people’s attention.
I don’t expect government videos to be as creative as those done by two creative individuals like Pomplamoose (keep in mind, these folks compose, perform, and record the music AND shoot and edit their videos themselves). Trust me. In an enterprise as large as the federal government, there are people who have the technical and creative skills needed to make truly good videos. But they’re hamstrung. Same thing with every social media channel. The potential for excellence is there. But surely there’s an inch of play that the government’s communications policies could allow the talented communicators who work there to exercise.
I spent a week with my mom this month. It was the first anniversary of my dad’s death, and it had been a while since I’d seen her, and I thought it was a good time for me to be in Cape Breton. So there I was.
Spending time with an 88-year-old where my access to the Internet was distinctly limited changed my behaviour a little bit. Rather than sitting in my second-floor office typing, I spent a lot of time with her, talking. Or listening to her. I think she’s a bit lonely, and having another person in the house made her want to talk. So I let her.
And so, one day we ended up in Baddeck. Baddeck is a tourist town at one end of the Cabot Trail in Cape Breton. It’s probably best known for its association with Alexander Graham Bell, who lived there for a long time and built the Silver Dart, the first plane to fly in the British Commonwealth (in 1909) and the HD4 hydrofoil that held a speed record for boats for 20 years, and was a giant booster of Cape Breton as a place of pastoral beauty.
Today, it’s got lots of gift shops, ice cream, a museum or two, and a stunning bay full of pleasure boats. And an antique store. We went into the antique store, which had some interesting books (which I didn’t buy), some neat militaria (which I found interesting), and some china (my mom found a lovely cup and saucer). When she got to the counter with her purchase, I jokingly said “Thank God you don’t have any fountain pens, or I’d be in real trouble here.” At which point the proprietor brought out the fountain pens, and I walked away with a classic black and silver Parker 51 for twenty bucks.
It writes like a dream. I’ve used it in a notebook, on some paper, and in a handbound leather journal that I bought in Pisa at Legatoria Dante. Why am I telling you this long preamble? Because of a column I read in my morning paper. In the column, titled “The end of the printed word, revisited”, journalism professor Andrew Cohen argues
“Just when you thought that ink was over and paper was passé, along comes word that the world of books isn’t disappearing after all. In fact, its death has been greatly exaggerated.
Skeptics of the virtual life are scorned as Luddites or antiquarians. With the arrival of every new laptop, tablet and smart phone, we are to fall on our knees in wonder and gratitude.
In two particular but significant ways, though, we may be having second thoughts. One is how we are reading. The other is how we are writing.”
Plainly put, this is a bollocks straw-man argument, which Cohen himself proves in the column. As Shel Holtz so frequently says, “New media does not push out old media.” E-books don’t mean the end of paper books. TV didn’t end movies. The keyboard hasn’t ended the pen. About the only things that have almost entirely disappeared that I can think of are the typewriter, the floppy, and the 8-track. And even typewriters are still being sought out (by the nichiest of niche markets, mind you). The car and the motorcycle didn’t eliminate the bicycle or the train.
I suspect that nobody’s ever made the kind of statements that Cohen uses as the basis of his argument. I love technology. I started using computers with my TI99/4A and haven’t stopped since. I have an e-reader (thanks to a contest run by blogger Andrea Tomkins); I have shelves and shelves of books. I have an iPod crammed with music, and I have hundreds of CDs. I have a computer I’m using to write this post. I have my pens and books to write thoughts and ideas and stories and yes, sometimes blog posts too.
Sometimes I read things digitally. Other times I want a printed version. Sometimes I grab my iPod. Others, I pop in a CD. Or I plug headphones into my computer. It’s not about either-ors. It’s about options. None of us are binary. When it comes to technologies, we’re all omnivores. Dichotomies in this world are all false ones.
If you read or hear something suggesting that A means the end of B, or that the writer or speaker is a member of a scorned minority by virtue of not liking this or that piece of technology, or social media, or whatever — do yourself and the person in question a favour. Politely tell them they’re wrong, and that reducing the remarkable complexities and subtleties of human behaviour to a binary choice is silly.
I have to admit to some shock at the announcement that the just-announced successor to Ted Koppel at ABC News’s Nightline program is Dan Abrams. Why?
Because while Dan Abrams has some significant experience in journalism, he’s most recently been a CEO in the PR and marketing industry. Koppel, by contrast, was a lifelong journalist (and, of course, remains a journalist and commentator).
Many journalists leave that trade to begin working as public relations practitioners. That’s nothing new; there are decades of history pointing to that, including my personal history. It’s much less frequent to see people move from the PR industry back to journalism.
For what it’s worth, I think there are good reasons that PR people should be PR people and journalists should be journalists. When you embark on a media relations initiative, the theory is that media coverage tells the reader / listener / viewer that while there may be a “PR angle” to the story, the “media” have judged it worthy of coverage. Hence the phrase “newsworthy.”
There are many ways in which the wall between editorial decision-making and the advertising / marketing / PR / communications world gets chipped away. When I edited some magazines nearly 25 years ago, I would regularly have the sales manager come to me, saying “You know, it’d be great if you covered something about McBlatherston’s, they just took a full page…” I didn’t do that. And the ongoing tension and conflict was a big reason I left that job.
Publications often create “special advertising sections” that use cheaply produced or free copy that surrounds ads. There are “infomercials” that try to mimic the look and feel of news reports or programs. There was the VNR, or Video News Release, which caused quite a scandal in the 2000s. And there are publications which simply sell their editorial space. Sometimes it’s completely obvious, as in a full-page article on a business with a facing page ad for the business; other times, it’s much more subtle.
When Abrams left journalism to start PR businesses, his first idea was to have working journalists consult with corporate clients on communications strategy. That didn’t fly, so he moved on to a suite of websites (probably led by Mediaite, a media news blog) and Abrams Research, “a full service digital and social media agency, specializing in the development of web-based digital marketing campaigns, in addition to advising on social media strategy for non-profit, international, financial, political, sports, entertainment and Fortune 500 clients. In a nutshell, we help brands direct their social media efforts to efficiently reach and engage their target audience(s).” Now, he’s back in journalism as the anchor of a TV show with a fearsome reputation for indepth journalism.
ABC has said that Abrams no longer has any responsibility within the companies that bear his name. But he remains an owner of those companies. I don’t like that. This is a game of perceptions. If and when I watch Nightline with Abrams, I don’t want to be asking myself if the guest is or was a client, or whether there were arrangements made with one of his companies regarding the questions to be asked.
I’ve noticed a trend in retail: auto parts stores selling grocery items; pharmacies selling electronics; office supply stores selling food; grocery stores selling DVDs. I want to buy my drugs and antiperspirant at the pharmacy; I want to buy my food at the grocery store. AND I WANT MY JOURNALISTS TO BE JOURNALISTS, NOT PR PEOPLE.
I think that this sort of thing not only harms journalism, but also reduces the ability of a public relations campaign to actually influence its audience. If there’s no editorial coverage that isn’t bought, if there’s no more trust, why bother doing media relations at all? Just do social media.
I saw a very disappointing infographic this morning, via Dave Forde’s PR in Canada site. Produced by the Max Borges Agency, it chronicles the history of public relations. I was interested to scan it. And so I did. I invite you to do the same:
Okay. Notice something?
- Ben Franklin.
- Tom Paine.
- Ivy Lee advising John D. Rockefeller.
- Edward Bernays advising Coolidge on foreign affairs.
And what do we have representing the last 13 years, the 2000s?
- Taco Bell and the crash of Mir.
- A PR stunt for The Dictator, a movie that hasn’t even made its budget back yet.
- And Oreo tweeting about a power failure.
As entertaining as these entries are, are they telling us something? I think they are. PR practitioners should look at this and ask themselves on what side they fall. Are they contributing substance, or are they simply carrying out stunts? Are they using the tools of communication at their disposal (obviously including the suite of tools that make up “social media”) to make change, to influence people on important issues, or is it about a cookie or a taco?
And if we’re seeking to summarize our contributions to society, are those the best examples we can find? What about the role of Twitter in the Iranian demonstrations? What about the ability of people to organize using social media to create events like Twestival? What about the Tylenol crisis? I could go on.
If public relations is to be considered a serious discipline, doesn’t it makes sense that we take on serious work, and talk about serious issues? And talk about them in public? Sometimes I think I oughtta find a new career.
One of the things that social media offers EVERYONE is the chance to present important work to the world in engaging ways. Proof? Just look at a map from the James McGregor Stewart society in Nova Scotia. I think if you read this post, you’ll see that even the most underresourced organization can use online tools to do good work and spread it.
The James McGregor Stewart Society, a small voluntary group with a single summer intern, has managed to pull off in a month what the Disabled Persons Commission of NS (annual budget: $600,000) and the Nova Scotia Human Rights Commission ($2.1 million) have not achieved in the decades of their existence.
It has surveyed the accessibility of MLAs offices throughout the province. The results will not be a source of pride for Nova Scotia or its legislators.
So, the back story:
The James McGregor Stewart Society’s prime mover, a guy named Gus Reed, got a question from his intern. She wanted to find out how easy is it for people with disabilities to meet with their elected representatives? So, simplicity itself. She phoned each of the 52 MLAs’ constitutency offices and asked them some very simple questions about accessibility. Here’s what they asked:
- Does your office have parking? If so, is it paved? Does it have designated accessible spots?
- Is there a power door button?
- Is your entrance accessible (level, ramped, and / or elevator?)? Does it have a portable or other questionable ramp? Does it have a step or stairs?
- Is the washroom large enough for a wheelchair? Are there grab bars and/or a wheel-under sink?
- Is your office on an accessible transit route?
With this, they assigned points so that MLAs could score between -1 and 6.
Here are the results:
The mean score was 3. Keep in mind, you could get a 3 by having a disabled parking space at your office and having a door at street level. If you had an accessible washroom you’d get a 5. So a mean score of 3 is not exactly inspiring.
I spent a little time trying to get a handle on the Nova Scotia government’s accessibility policy. As best as I can understand it, buildings constructed since the 1990s, or buildings that have changed their purpose (from a house to a retail store, for example) are required to conform to the provincial building code, which mandates a number of measures to ensure disabled people can get access. (The building code regulations are here, and the province’s 1986 Building Access act is here.) Unfortunately, calls and emails to the province’s Human Rights Commission and Disabled Persons Commission resulted in little useful information. However, a cheerful fellow at the provincial department of Labour and Advanced Education (which is responsible for the building code) walked me through the regulations so that I got a cursory understanding of them.
The shameful level of accessibility is one thing. But I’m not an accessibility blogger – I’m a PR and social media blogger. So I’m gonna take on that aspect of this.
What really caught my eye in Parker Donham’s post was that nobody else had done this sort of survey before. Certainly, it’s not a technical challenge; simply pick up the phone 52 times and you’re done.
But what social media now offers is the opportunity to disseminate these findings in a graphically-rich way quickly, easily, and widely. No wire service needed, no fancy-dan graphic designers. Just Google Maps, Blogger, and email.
I spoke with Gus Reed on Skype on June 6, and he told me they weren’t sure what would happen with this survey. With no staff, the James McGregor Stewart Society has no “machine” to churn out a mass of followup documents. And this story may not make a dent in the media or in Nova Scotia government policy.
I want to draw out some public relations and social media lessons for both activist groups and for those who are their likely targets — large corporations, organizations, or government.
- Do solid work — like calling all 52 constituency offices, and tell your story well. Don’t focus only on media attention. A well-told story, like “people in wheelchairs can’t participate in basic democracy” is going to make people stop and read. If your work is shoddy or bloggers or media get burned, though, good luck getting someone to listen a second time.
- Use the resources you have at your disposal. In this case, the society has a blog on Blogger. Sure, they could get more fancy. But they haven’t. They used Google Maps to visualize and annotate their data. Gus Reed used Skype to give me more information.
- Have a plan. Even if you’re not going to push hard on the media front, doing the work requires followup. What will your next steps be? Once you do them, what’s next? Even for voluntary organizations with no staff, this stuff isn’t a closed circle, it’s lather, rinse, repeat. (Hint: there are lots of municipalities in Nova Scotia to look at, Mr Reed. Hint 2: There are 12 other legislatures that groups could survey in exactly the same way.)
- Do not look at this as a threat. Look at it as an opportunity. Even if it’s critical. And especially if, deep down, you know the criticism is well-founded.
- Do not ignore small organizations as powerless. The “amplification effect” may leave you chasing down a forest fire.
- Respond. Promptly and substantively.
Here in Canada, yesterday was budget day. This is a major event on the political scene in Ottawa. The leadup lasts for days. The Finance Minister goes to get new shoes for each budget speech (it’s a tradition with unknown origins), and that’s always a media event.
Leaks and trial balloons abound in the media as speculation mixes with officials sliding out ideas to gauge the public’s reception.
And on budget day, dozens of journalists, stakeholders, analysts and generally big-headed people are locked in hotel ballrooms, sans Blackberries and iPhones, getting sneak previews and briefings so they can sound intelligent when the Minister of Finance rises in the House of Commons at 4 pm to deliver the budget.
One of the big storylines this year is that the Department of Finance is using social media as never before. They’ll stream the speech. They’ll have an “enhanced” buget speech with extra features. And they’ll be tweeting the budget.
All of this is great. Except… It’s more than likely just a stunt to “get the budget messages out.”
The leader of Canada’s Green Party, Elizabeth May, told CBC Radio that she felt federal budgets were becoming “PR documents rather than financial projections.” While I am used to people using “PR” in this pejorative way, I understand what she’s saying.
And the plain and simple truth of things is, that our federal government is lagging badly behind when it comes to truly exploiting the potential of social media.
Why? There are a number of reasons.
The first is a structural fact. In Canada, there is a tradition that governments speak primarily through the elected cabinet ministers. Public servants report up to a Deputy Minister (a professional public servant), and he or she interacts with the Minister and his or her staff.
Sometimes, public servants become well known. David Philips is a meteorologist with Environment Canada who does hundreds of interviews, puts out a calendar each year that sells thousands of copies, etc. A woman named Colette Gentes-Hawn was a longtime spokesperson for the Canada Customs and Revenue Agency and did countless call-in shows each year to answer questions about income tax. But those are exceptions. Most of the time, public servants work in relative anonymity. That’s a historic challenge that needs to be overcome.
The second is an unfortunate truth — Canada’s federal politicians have for the most part done a poor job with social media and those in positions of power have done an even worse job empowering the public servants who work in their ministries.
There are people at the highest levels of power — most prominently Industry Minister Tony Clement — who have mastered one or more social media tools and used them dextrously to achieve their own ends. And my friend Mark Blevis has made a bit of a splash for himself evaluating the digital performance of Canada’s Members of Parliament.
But Canada lacks a true governmental champion to lead efforts to use social media as it truly can be used. So what you’ll see if you explore social media use of Canadian federal government websites is… a lot of using social media as an add-on to the traditional pushing out of “key messages” that most professional communicators would be familiar with: news releases, Q&A documents, backgrounders…
It would appear that the Prime Minister, as well as his cabinet, are happy with this state of affairs. So that’s what is happening with the 2013 federal budget (or, as the government is calling it, “Economic Action Plan 2013”).
There’s not much more leadership at the top levels of the public service. Here’s a quote from a speech by Daniel Caron, the Chief Archivist of Canada, given in November 2012.
“The Government of Canada now uses social media and websites to conduct its business. It is fair to say that it is taking a measured and sensible approach to adopting these new platforms as part of its communication practices.
Why? Because of the unpredictable nature of technological innovation.
Government of Canada institutions have to provide Canadians with timely, accurate, and complete information about federal programs and services.
This is necessary in our democratic process.
It is also the key to safeguard Canadians’ trust in public institutions.
We must therefore be prudent in the use of new communication platforms to assure continued confidence in these public institutions.
Charged with the responsibility of spending taxpayer dollars wisely, those of us who oversee budgetary expenditures cannot trade off fiscal responsibility for the desire to embrace the latest trend in communications technology just to appear “cool.”
How are these communication technologies, such as social media and interactive websites, changing how public institutions conduct their business? Is the change profound or are we just replicating the use of traditional media on new platforms?
The impact and consequences of this shift are probably profound, but these communication technologies still rely on platforms that enable us as public institutions to exchange information with Canadians.”
Not exactly a passionate advocate. Another of Caron’s speeches, at the Canadian Library Association conference in May 2012 was the subject of a firestorm of negative reaction from conference delegates on Twitter. One of the things they found most outrageous?
“Back in 2008, LAC launched its Flickr account. It provides thematic image sets about the institution and from the collection, and to date has had approximately 400,000 views.
Our Twitter account was launched at the end of February and now has over 600 followers. It provides information to stakeholders and citizens, allows the organization to reach new audiences, and facilitates access to LAC’s services and collection.
This week has also seen new forays into YouTube and Facebook.
We have integrated the content from our four YouTube channels into a singular departmental channel, organized by themes in order to raise awareness about LAC’s holdings and activities.
And our official Facebook account has just been launched. In addition to institutional messaging and news about launches of events and new products, LAC will initiate original features to engage with Canadians, such as “Today in History” and “What do We Have Here”?
Finally, our LAC podcasts highlight significant collection items, share expertise and specialized knowledge that will facilitate discovery, access, and engagement between Canadian users and LAC’s collection.
This will be done through a variety of technical podcasting models, including audio, audio with images, and video.
Each podcast episode will feature different content and, will maintain a common focus on engagement with the collection, accessibility and client autonomy.
LAC has launched two podcasts so far, Project Naming and Canada’s North and The Lest We Forget Project. Upcoming podcasts include the War of 1812 and the Double Take travelling exhibition.”
They’ve gotten up to seven podcast episodes since they started, in February 2012. Their follower counts for their bilingual accounts total about 3200 now. I can’t verify their claims about the Flickr stream. But when it comes to updates, there’s nothing since January.
The third thing is related to the second. Over the last couple of years, I’ve taught a fair number of public servants while doing social media courses at Algonquin College or at Eliquo Training & Development. Those two organizations are far from the only ones — there’s even social media programming at the Canada School of the Public Service. The people taking these courses are not stupid, they don’t lack motivation, and they show up on time. But they feel that there’s no room for them to really “do social media”: to engage with the citizens who pay their salaries, to get problems solved in the ways that you’d expect someone at Dell or Zappos to, and as a teacher, I sense their frustration.
The hard part for people like me is to find ways to teach them about social media that they can actually put into practice and use.
So what would make it a LOT easier for both public servants learning about social media, as well as those who teach them? Some real leadership from those at the top of the federal government.
I think it goes without saying that government organizations tend to be cautious. Most of the time, that’s not a bad thing. One legendary example of incautiousness was John Manley proudly announcing that he, as Minister of Industry, now had an e-mail account, and that he would answer his emails PERSONALLY! That lasted less than a week.
What has become more common is federal internet thinking that lags the “real world” by months or years. One particularly glaring example was the November 2012 ceremony in which Canada’s Governor-General (the Queen’s representative here in Canada — we are a constitutional monarchy) welcomed a number of Canadians into the Order of Canada, our highest civilian honours. The GG’s office webcast the ceremony — great! But it was only accessible via Internet Explorer, a browser used by less than one in five people, and one that the German government had recommended the public stop using due to security issues two months earlier.
To this rather depressing state of affairs, take a look at the Government Digital Service in the UK.
Where we have tons of policies and guidelines written in impenetrable prose, they have plain language, witty writing, and accessible policies. (NOBODY in Canada’s government would write a blog post and title it “Widgets, badges and blog bling.” Trust me.)
Their Foreign Office has hundreds of bloggers (literally, hundreds) of bloggers. Many departments have effective and well-written blogs that are tied to people. Sometimes the head of the agency, sometimes not.
There are people and organizations trying their best within the Canadian government. There’s a site called “GCPedia” — an internal wiki for public servants. Organizations that have a level of independence from the government, such as the Privacy Commissioner, have done some innovative and well-received work. And individuals like Nick Charney with his CPSRenewal blog are tireless activists.
But the sad truth for Canadians is that we don’t have a champion either at the political or public service level who is willing to carry the torch for the EFFECTIVE use of social media. And until we do, we will have government social media that reflects the PR strategies of the 1950s.
I tend to end up volunteering for a lot of stuff. Part of it is because I have a hard time saying no to good causes, part of it because I enjoy doing the work, part of it because it makes me feel good to help, part of it because often it’s friends asking, and part of it because I might learn something or hang out with cool people.
One of the things I think has been changed most fundamentally by social media is the relationship between not-for-profit organizations and people wishing to do good things for them.
Back in the day, charities and not-for-profits relied on long-term relationships with volunteers and donors. Every year, Jane Bloggs would “collect” for the Heart Foundation, the March of Dimes, or the Cancer Society (Of course, this still happens.) Every year, people would write cheques (as my parents still do, in memory of my brother) to the local children’s hospital. Memorial donations.
And not-for-profits would have committees which would provide muscle and brainpower to organize events and fundraisers. Need a fashion show? A charity tea? Casino night? Strike a committee, likely with one or more of the same people who canvassed and knitted and hosted the dinner etc… and the event comes together.
I suspect that in many ways, there was even a parallel thing happening with genders. Men would join “service clubs” like Rotary, Kinsmen, and the like, and women would have parallel clubs (in Canada, the IODE or the Catholic Women’s League).
But things are changing. Traditional service clubs are declining in popularity, as noted both by media and by club believers. But at the same time, there are good things happening too. And that’s where social media comes in.
The ability for people to self-organize and act via social media is awe-inspiring. Let me give you a bunch of examples:
- Twestival‘s remarkable success (nearly $2M raised in three years) comes to mind (and I feel justifiably proud in pointing to Ottawa’s superbly done Twestival event last year, organized by Stéphanie Montreuil and a gang of other smart people).
- The recent example of Caine’s Arcade is another heartwarming story, especially now that in addition to providing Caine with the world’s first crowdsourced scholarship (I’m guessing), a foundation has paired up to match those funds and help other kids like Caine.
- Hélène Campbell, a young woman from Ottawa, took her diagnosis of idiopathic pulmonary fibrosis and turned it into a campaign for organ donation that took the province of Ontario’s Trillium Gift of Life Network by surprise — when she got celebrities such as Jann Arden, Justin Bieber, and Ellen Degeneres involved in urging organ donation, their registrations went from about 50 per day up to hundreds per day. She bumped the whole province’s registration number by two percent — nearly 250,000!
- 12for12K was a campaign organized by Danny Brown back in 2008, which raised more than $100,000 for a number of charities.
- And a couple of years ago, this was brought home to me when I found myself raising money and collecting goods for a local women’s shelter that had suffered a terrible fire.
So what makes all this different? A few things:
- People don’t have the same sort of connection to the organization they’re working on behalf of.
I didn’t know Cornerstone from a hole in the ground beforehand. I’m not a woman. I’ve never had to live in a shelter. I didn’t know any of the staff or volunteers. I just got riled up by the fire. I don’t think Hélène Campbell was involved in organ donation before she got sick. This sort of spontaneous engagement has good and bad implications. First, it can be an unexpected and serendipitous boon. Yay. Second, it can create unexpected work for charity staff or established volunteers. Not exactly Boo, but uh-oh.
- Not-for-profits can sometimes do best by staying out of the way
Organizations that aren’t familiar with the ad-hoc, high-energy, short-term nature of these movements might stifle them with excessive bureaucracy, caution, or general wet-blanketing. That in no way means you let people run with a valuable brand. But you don’t want to oversee and second-guess every decision.
- Trying to court these folks into becoming longtime donors or volunteers may not work, or even backfire.
The irony of these “flash-givers” is that while they may well believe in your cause, be willing to use social media, traditional media, public relations, and the like to boost it, and make a big difference… it may be a one-night stand. They may feel little to no long-term interest in the organization, and may well be too busy or lack the long-term interest to come back to the organization, volunteer, join a board, etc.
- Use this new energy to leverage your organization.
In the media relations game, ”earned media” implies a third-party endorsement of an organization. Well, someone coming out of the blue to support your organization financially or with an event is an EXPLICIT endorsement of what you do. Use them (with their permission and support) to solidify or expand your organization’s brand in the media, to increase your website’s Google juice, or to further promote your own social media initiatives. All parties will benefit.
- Smart charities and NFPs will figure out ways of encouraging and supporting these flash-gives.
Just as you could stifle an initiative with too much “management”, you can fan the flames with some judicious support. Ask how you can help. Have resources ready for them — logos, sound bites, etc. Be ready to include news about them in your organization’s online presence. Work your existing networks to help the new folks achieve their goals, or at least offer to.
As the old ways of cultivating and managing volunteers become less effective, the NFP sector needs to find ways to harness this somewhat anarchic force. Those who do can reap great benefits.
Some great resources for not-for-profits:
So. I’m of an age when some hair begins to gray (and other hair begins to grow in unexpected places, but that’s another blog post).
Now, I don’t have two adorable little girls, and I’m in a relationship. So what do I make of this:
Shaving gear ads don’t get much better.
The gold standard, it seems, for razor ad storyboards is: guy shaving, guy shaving, graphics shot of razor cutting, product shot, shot of an adoring woman caressing the guy’s face and somehow magically implying he’s going to get the best sex of his entire life RIGHT FREAKING NOW.
Now here’s how they deal with shaving ads in another culture:
Notice the difference? The lack of ponderousness, the spoofing of popular culture memes (the Mortal Kombat video games), and even a subtle satire on sex roles (please say that three times quickly)?
Here are two images from the Just for Men website. The others are of a guy with a football, two guys in polo shirts having drinks…
I’m not writing this to slag off brands or to start a war. And, I’m guessing, brands like Just For Men or Gillette have research that tells them ads and imagery like this are effective. (Surely you advertising folk have the same expectations imposed upon them to demonstrate ROI that social media folk do… right?)
But it’s unfortunate that brands feel so compelled to associate themselves with such ridiculous and stereotyped characteristics, and to sell their customers so short.
In the same way that I observe these commercials, I see commercials for comparable women’s products. L’Oreal’s hair colour products use the tag line “Because we’re worth it.” Natural Instincts from Clairol: “discover just how gorgeous you and your hair can be!” Venus razors: “Discover the Goddess In You.” Seems to me that the commercials for women’s products focus on reinforcing positive images of the potential customers, while the products for men just make the association that if you use our hair dye you’ll get laid.
Why don’t some smart brands start to use the far more subtle messaging available in social media to actually converse with real men, who are able to comprehend arguments more complex than “If you shave with this razor, you’ll get a blow job?”
It seems like just a year or so ago that Netflix found itself in the New York Times apologizing for hiring actors to pretend to be excited about the company entering the Canadian market. And didn’t the US Federal Emergency Management agency have to apologize for pretending that its own employees were journalists, when it faked a news conference? Oh yeah, they did!
But hey, those guys are amateurs. They are certainly not “Canada’s home for hard news and straight talk”, a network that is “unwavering in their commitment to uncover the real stories impacting the lives of everyday working people and their families“.
So when Sun News wants to cover a citizenship ceremony, what ends up happening? The minister’s office sends down the orders to put together a ceremony at the Sun studios (not where Elvis and Jerry Lee hung out, sadly), and when they have trouble putting together enough warm bodies to make the ceremony look legit… the ceremony gets faked, with public servants posing as new Canadians. Here’s the video, in all its cringeworthy glory. Keep in mind as you watch it, that six of these people are not “new Canadians.” They are federal employees.
I’m guessing the two small people on the end aren’t the public servants. They appear to be children, although in this topsy-turvy world who can tell? Here’s the story as reported in the Globe and Mail, obtained through Access to Information requests by the Canadian Press.
The story’s money quote:
When a bureaucrat sent Sun News a list of possible citizenship ceremonies to cover in Ontario, a network employee suggested another scenario. “Let’s do it. We can fake the Oath,” reads an email from a sunmedia.ca email address, the name blacked out of the document.
I suppose I should draw the lessons, although I can’t imagine I have to:
- Journalists shouldn’t create pseudo events or cover them as real events.
- Public servants should have more integrity.
- Hard news and straight talk don’t mix well with “Fake the Oath.”
Let’s all be a bit better than this.
The political appointee Candice Malcom appeared on Sun News today to apologize for the event. Sun News host Pat Bolland claimed that they knew nothing of the fakery. For what it’s worth, I never would have suggested the strategy followed in the wake of this muffup. Here’s the video:
UPDATE 2: Sun News Network’s David Akin weighs in with his take on the event.
Get enough public relations professionals together, and you’ll inevitably hear the conversation. The one I’m thinking of starts around war stories, then moves to why the corner office folks (or the C-suite, if you’re more modern than I am) don’t listen to us, don’t take us seriously.
You know why? Because we cheapen ourselves. We do things that we shouldn’t, and we suffer the consequences.
Case. In. Point.
In California, water is a big deal. The water 18 million people in southern California use to drink, wash, and take care of their sewage arrives in their houses via a 240-mile pipeline all the way from the Colorado River. So I’d figure that the topic of water there is discussed a bit more than it is here in my city of Ottawa, where a mighty river brings all the water we need to our figurative doorstep.
The Los Angeles Times ran a story yesterday about one of the authorities which manage the water supply for 2 million folks living south of LA, the Central Basin Municipal Water District. The CBMWD apparently signed a $12,000/month contract with a consulting firm to write and place stories about them on a news site called “News Hawks Review.” The documents around this were obtained by the Times:
The selling point? That this would be indexed by Google News as a news outlet. Well, that door’s slammed shut — as of this morning, Google News has de-indexed News Hawks Review. In discussions with the LA Times, Coghlan claimed to have no editorial role with the News Hawks site. However, he was a frequent contributor to the site and was listed as a “reporter” with an affiliated “newshx.com” e-mail address.
Before I start opining, a caveat. I attempted yesterday to contact News Hawks Review, Coghlan (the company seems to not have a web site, which is curious for someone working in social media), and the CBMWD for comment and to ensure that the LA Times coverage was not inaccurate. None of those people responded to phone calls or emails. So if I’m extrapolating from incorrect information, be aware that I tried to verify the facts as reported.
There are two issues here, to my mind. The first is that what was done is, in my opinion, unethical. This was an attempt to create a simulacrum of news coverage without disclosing the financial interests.
I asked PRSA for a comment about this, and here’s what Prof. Deborah Silverman, the chair of their Ethics Board, told me by email:
“This practice is contrary to the Public Relations Society of America’s Code of Ethics, which espouses honesty and accuracy in communication, the free flow of information, and disclosure of information. The Central Basin Municipal Water District’s use of a communications firm to create “news” disguised as media coverage is a serious breach of ethical standards, and the district is operating in a manner that does little to aid the public’s decision-making process.” I’m sad to say that I also e-mailed my professional association, the International Association of Business Communicators, and nobody responded.
Did CBMWD know their communications person or people were engaged in unethical behaviour? Did they endorse it? I don’t know.
Second, this is a ridiculously ineffective use of thousands of dollars. What is the measure of success here? What opinion was changed by these innocuous stories? A youtube video accompanying the story has a whopping 101 views:
Meanwhile the documents posted by the LA Times show the communications folks for CBMWD referring to this as a “unique and innovative utilization of an internet news service to distribute actual news.”
If we as PR professionals can do no better than to use the tools at our disposal in unethical and deceptive and ineffective ways, then why SHOULD the C-suite listen to us? And if the boss thinks this is what we do, why would he or she think of us as anything other than unethical shills?
UPDATE: Thanks to the PRbuilder blog, I discovered two things. First, Ragan’s PR Daily covered this issue, and second, that the LA PRSA chapter has sent a letter to the Times calling this an “egregious breach.” I don’t think the letter’s been published in the Times yet, but the Ragan story has it.