The way-forward for web-based communications is to turn to mobile communications. The number of smart phone users has increased dramatically over the past six-months and may increase even more, depending on Steve Job's announcement on June 7th. It is widely rumored that he will announce that he is making the iPhone available to Sprint and Verizon users. Perhaps that is why Wal-Mart is selling the iPhone for $97. Nonetheless, while we are transitioning from our desktops to our laptops and our laptops to our mobile phones, communications are not just getting shorter with every Tweet, they are getting more local thanks to now popular apps such as Four Square and Yelp! According to the May 2010 of Inside Counsel, YELP, the on-line business review site, changed its policies as a result of a class action lawsuit charging YELP with the manipulation of content on its review pages. The plaintiffs allege that YELP would change the content based on the ad dollars from a particular company. As a result of the lawsuit, YELP has instituted a number of issues to be more transparent. No matter how we communicate the best communication still comes from word-of-mouth and friend-to-friend.
Is Montreal the new Detroit?
Last night the Montreal Canadians beat the defending Stanley Cup Champion Pittsburgh Penguins to go on to the Eastern Conference Finals. Shortly after their victory, people in Montreal began celebrating along Saint-Catherine Street by starting fires, looting stores and turning cars over. MSNBC reported today that last night's riots were not as bad as those in 2008, 1993 and 1986.
With all these riots in Montreal, why do we still hear so much about the 1984 celebration following the Detroit Tigers World Series victory. Why is Detroit held up as an example of fans "rioting." It seems that there are more of these celebrations in Montreal than in Detroit. While we each have great professional teams that frequent the Stanley Cup Finals, World Series and NBA Payoffs, it should not be a blemish on our cities to win.
While the fans in Montreal should have celebrated a bit more cautiously, both Detroit and Montreal need to be more diligent in creating a brand for their cities and a positive brand experience that people will remember.
There are so many other things to remember about our great cities, but will Montreal now become the new Detroit? Perhaps, but Detroit also may become the new Montreal. A city known for its culture and great quality of life. A cosmopolitan city enriched by its immigrant communities and diversity of culture. A city where you can eat a coney island hot dog on one corner (with onions, chile and mustard), and Moussaka on the other . A city known for its resilience, its hard work ethic and for serving as the center of innovation. There is so much to learn about Detroit, but more importantly there are so many things to experience...in celebrating victories like the one in Montreal last night, but also in experiencing our neighborhoods and our people.
Video from 1993 Montreal Riots *AP Photo
Wind - It means the world to us!
[gallery] I am returning to Detroit this evening by way of Via Rail, from Toronto. I was in Toronto for an invitation only road show by Vestas Wind. Vestas is a Danish manufacturer, seller, installer, and servicer of wind turbines. Those attending the day long event were financiers, developers, consultants, academics and government officials from Ontario. The purpose of the meeting was to talk about the potential of off shore wind in the Great Lakes, an issue I just completed a project for with South Point Wind -- an off shore wind project proposal in Lakes Erie and St. Clair.
The discussion centered on the need to create a "New Frontier" to create energy independence for Canada and the United States. Vestas has been in this industry for 30 years and installed their first off shore wind turbine in 1990. They know the industry and the opportunities the Great Lakes provide in terms of transitioning to sources of renewable energy.
However, as we have learned from current initiatives now under way on Michigan's west coast and in Ontario, to begin this process it is vital to engage key stakeholders from the start. This includes the First Nation's in Canada and Native American's in the U.S., government officials from the local state/provincial and federal levels, industry, academics, suppliers, labor, local communities, the media and others in the process.
From the initial stages of a project such as off shore wind, it is vital that the developers of the project engage the community in a discussion of what they seek to accomplish. In fact, funding from investors or others may hinge upon their strategic communications plan.
Project organizers should understand that they will not convince everyone on the merits of their project, but they can start early, by creating the messages to convey while avoiding rumors and dispelling myths. This includes meeting with local officials to gain their input and support, editors of local papers and the other dailies. In meeting with the community at-large, it is important to make sure that you also have the people financing or backing the project, your legal team, lobbyists, consultants and the appropriate government officials available to answer questions and address concerns. In bringing "the team" together and in front of the community, developers will eliminate any question about transparency, will aptly address any concern by the community, and will go along way in developing relationships with those they intend to invest in.
The Pulse of Detroit
Yesterday, the Detroit News Hub released the results of study, entitled "Detroit Pulse," which found that nearly half of Southeast Michigan residents say they love living in the Detroit region. But most are frustrated by current conditions and believe elected officials at all levels must work together to revitalize the region, according to a recent survey.
The study took the pulse of the region from a number of different perspectives (2,030 of them) including quality of life, economics, demographics, tourism and revitalization efforts. About 11% of those interviewed love it here and wouldn’t think of moving, while 39% love it here but are discouraged with current conditions. Another 8% like it here and will do whatever they need to do to stay. However, 31% said they dislike Detroit and want to move to another region.
In fact, the report concludes that those surveyed find the three best things about living and working in Detroit are:
1. Sporting events and our teams
2. Entertainment & culture
3. Up North
The survey also found that to re-emerge, revitalization must start with the downtown. In fact, the "top 4 venues" were listed as:
1. Comerica Park
2. The casinos
3. Fox Theater
4. Detroit Riverwalk
Those surveyed said they would come more often if there was free parking, better security and more waterfront activities. Greektown, Hart Plaza, the Riverfront and Foxtown were the most familiar places to those surveyed. The areas with the lowest sense of familiarity were:
1. Midtown 2. Rivertown 3. Corktown 4. Mexicantown
In addition to: The Century Club, Motown Historical Museum, MOCAD, Flimore Theater, Majestic Theater, Gem Theater, Music Hall and the D.A.C.
LEADERSHIP
The study showed that 59% of Southeast Michigan residents do not feel elected leaders are working together effectively to revitalize Detroit and the region and all levels of government need to be involved in the effort. 80% of SE Michigan residents feel the Governor should be strongly engaged in the revitalization/reimaging efforts for Detroit. As one 18-24-year-old respondent said, “Very little has changed over the years. You would think at some point elected officials would get together and say ‘we have had enough of this, let’s get something done and revitalize Detroit.’ It seems as if we are accomplishing very little.”
Among the other findings:
· Just 13% of those living outside of Michigan have heard or read about any revitalization efforts in Detroit. The majority of those living outside of Michigan said they get their information on the region from national TV.
· 91% of the residents of Southeast Michigan feel the Detroit region is portrayed negatively to extremely negatively in the national media and take exception to that portrayal and say some progress is being made.
· One-third of those responding see the region as a good or excellent place to do business as compared to only 14% outside of Michigan.
· Those living in the region see automotive and advanced automotive, film and entertainment and energy/green as the region’s best opportunities for diversification.
· The majority of SE Michigan residents and those living outside Michigan see revitalization efforts as increased jobs and new uses for vacant buildings or tearing down those structures. Increased businesses and a more vibrant downtown also ranked high.
· Neighborhoods, diversification of industry, increased entrepreneurs, more people living downtown and parks and green space were ranked higher by those living outside the state than those living inside.
· Residents living in the region who are 18-34 ranked new uses for vacant and abandoned properties as their No. 1 issue for revitalization followed by increased jobs, a more vibrant downtown, tearing down abandoned structures and increased new business.
· Those ages 35-54 put increased jobs as No. 1 while new uses for vacant buildings and tearing down vacant structures tied for second place. A more vibrant downtown was third followed by increased new business and neighborhoods.
· Those over 55 put tearing down abandoned buildings as No. 1, followed by increased jobs, new uses for vacant and abandoned homes, increased new businesses and a more vibrant downtown
· Residents in from Wayne, Oakland and Macomb had very different perspectives on what revitalization means. Wayne ranked increased jobs as No. 1; Oakland residents said it was a more vibrant downtown while Macomb residents put tearing down vacant structures first.
· Here’s what some of them said:
o “Cleaner and safer than the perception outside Michigan”
o “There are a lot more cultural activities than I expected. The only bad thing about Michigan is the weather.”
o “I expected to find fewer cultural events and attractions such as museums and expected higher crime rates.”
o “I moved here to go to school and never expected to stay but I love the people and the river and the architecture of the city are amazing."
o “Both Ann Arbor and Detroit have been better than I could have hoped. Coming from a college town in Indiana I had heard great things about Ann Arbor and expected it to be great, but downtown Detroit has been a great surprise.”
For a copy of the survey go to www.thedetroithub.com, or find a copy here: Detroit Pulse survey final
Corporate Social Responsibility -- Is it really about being green or being good?
I am not sure if you caught it, but among today's Sunday circulars, Target focused theirs on "Celebrating Earth Week & Save." Not only did they feature green products but they also shared their report on sustainable practices by the Target Corporation.
According to a recently released study (March 29, 2010) by Penn Schoen Berland, Landor Associates, and Burson-Marsteller, more than 75 percent of consumers say that it is important for companies to be socially responsible. Target understands their consumer base. We are buying products because we are told they are good for the environment and we like to shop their because we know they care about the things we care about. For example, according to their circular, Target:
- Recycles 950 pounds of cardboard
- Donates grocery overstocks to soup kitchens and after-school programs
- Rethought their supply delivery and how they package their deliveries to minimize their carbon foot-print.
Their circular also directs you to an "Eco-Friendly" website where you are able to add your email to receive coupons by email or phone, or enter a contest. They are using the various media to engage their customer -- Although I did not see anything on their Facebook or Twitter (corporation) site talking about their sustainable practices and directing consumers to their "eco-friendly" site.
Nonetheless, they used the Sunday circular as a great opportunity to share with others how the care about the environment and what they are doing to create a more sustainable corporation and world.
As we start Earth Week, it is important to consider how we all are being good corporate citizens. Are we providing pro bono work to non-profits; even in a down economy are we working to benefit our community; and, how and are we doing anything to reduce our carbon foot print. If we are, then it is important that you share with others what you are doing. It will not only help further the cause of initiatives you are supporting but it also will give others another reason to consider doing business with you. Using your website, Facebook, Twitter, YouTube and other media will help you share with others, your contributions to make our community a better place. Happy Earthy Week!
John Edwards: Perception and Reality
I'm sorry...did I miss something? Not only did she pose for the pictures the way she did, wearing a man's shirt in seductive poses, she also posed with her and John Edwards child in the photos. Now I find that repulsive.
In this video, posted on CNN's Political Ticker, I guess you can say that Hunter was most likely "caught in the moment." She did not appear nervous and actually seemed to be enjoying the experience. My question is why even do this? If you need the money then write the book on your experience and sell the TV rights. If you are looking to improve public perception than engage reporters about how you met Edwards and how the relationship developed - Don't pose the way you did for GQ. Finally, if you want to protect your child from future media scrutiny, then don't use them to enhance or rebuild your reputation or as an excuse for your 15 minutes of fame. Hunter should've done a series of interviews on all the major media outlets, rather than posed for a selected publication, and posed the way she did. Frankly, she could have bolstered her position if Edwards agreed to appear with her, but that could damage his reputation further as well. Regardless, both Johnny and Rielle will have a lot to explain to their child when she gets older to understand what really happened.
In full disclosure, while I may have supported John Edwards when he ran for President (the first time in 2004), it was before I learned about his affairs and his ability to ignore reality, while telling the truth from the onset of this or other relationships. Which in turn, dramatically damaged his reputation to the point that it will be a long time before he can recover the reputation he (and elizabeth) worked so hard to build. Had I known then what I know now, perhaps I would have supported another candidate.
Branding Detroit
A brand is the story of a person, company, city or state. There are a number of agencies and organizations that wish to tell Detroit's story or recreate its brand. It is important that these organizations collaborate to make sure it is told accurately. In telling Detroit's story, however, we need to remain true to our brand, our place in history and our untold story that has yet to happen. We need to celebrate our strengths, celebrate our achievements and work to tell the stories that have yet to be told. Detroit's challenge, however, is tell this story as a region. In order to build a brand that everyone can get their hands around it needs to be uniform and reflect the diversity of the region. We need to stop competing against ourselves and work together to bring brand cohesion of regional unity. In today's world, image is everything. Today, our image is fragmented, that affects confidence among ourselves and decreases our influence. By working together to brand Detroit, we can increase our influence, grow investments in the region, expand access to global markets, increase tourism, develop partnerships, enhance community pride and create harmony in the region, attract and retain talent and reverse any negative thoughts and misperceptions others have about our region. However, an image is not built on solid media relations campaigns, tweets or ads. It is driven by sound public policy choices and strong leadership in the public and private sector. If we are to change our image and tell our story, then we need to change the public policies that drive business in the state and in our region. Later this week story tellers will gather at Wayne State University at a summit organized by New Detroit Inc., to determine how to tell our story. As the story tellers gather later this week, I hope and encourage that the policy makers will be a part of the story. *Cherrin posted this blog on www.crains.com.
Who's watching what is posted on social media sites?
Another case to watch is one emerging from (Turin) Italy that involves four Google executives who are charged with defamation and violating the privacy of an autistic youth by allowing a (2006) video of the child being abused to be posted on YouTube. This case is being closely watched by the public relations community as it has far-reaching implications for sharing video and other content on the Internet.
The defendants are: chief legal officer David Drummond, former chief financial officer George Reyes, senior product marketing manager Arvind Desikan and global privacy counsel Peter Fleischer. All have denied any personal or professional wrongdoing. When the video sparked outrage, Google removed it. The company cooperated with Italian authorities and police found the youths, who were sentenced to community service.
The issue is: Who polices peer-to-peer video sites? Some rely on the users to flag inappropriate content. But once the video is out there, what is the responsibility of the company? What responsibility does the user have to avoid posting clearly offensive junk? Stay tuned to YouTube for its conclusion.
Audacity to Win
During this holiday break, I read "Audacity to Win" by President Obama's Campaign Manager David Plouffe. Whether you are a Blue Dog or Gingrich Republican, I recommend this book to any public relations professional (I saw it today for half-off at Barnes and Noble). Not only is it a well documented history of the 2008 Campaign, with insider views and frank discussions about what actually went on behind the scenes, but it is a blue print for how we, as PR professionals, can create memorable campaigns for our clients.
Plouffe and then-candidate Barack Obama did not just run a campaign, they created a movement. They did not follow the typical guidebook that comes with running for President, they set their own rules. They built a grassroots movement by talking to people and taking there message person-to-person, block-by-block, town-by-town. They started a dialogue, absorbed their ideas, developed a message and shared it. People wanted to do something for Barack Obama and the Obama Campaign had plenty for them to do. You could volunteer in a campaign office, go to a battleground state, raise money online, or join the discussion on-line.
The volunteers came because they were interested. That interest turned into action, then to passion. And throughout their involvement, not matter at what level, they felt a part of that movement -- Making President Obama's victory, was their victory.
Following the election, the President kept and continues to keep that movement alive, through Organizing for America (OFA), now run through the Democratic National Committee (DNC).
In the book, Plouffe tells us that "in politics your two main pillars are message and electoral strategy." The message is what the candidate offers voters in terms of vision, issues and biography. Plouffe tells us that you can adjust the tactics, but never deviate from your core message and strategy -- Have one slogan, and stick to it. Make decisions based on strategy and have a clear road map to know what is important, and commit to that map.
Plouffe also tells us that technology should also be the core of the campaign from day one. Use social media to raise money, move the message and organize. Create lists and sublists to keep key groups in the loop and a part of the campaign.
Important lessons for how we can help our clients create movements. A good book, a great read and important lessons for us all to know.
Lessons for Baltimore, from Detroit
Baltimore has been used as an example many times by Detroiters about what it did as a city to turn around its downtown, to revamp its waterfront and breathe life back into a city. Now, with its Mayor recently convicted of taking gift cards as bribes and using gift cards that should have been used as gifts for the needy, Baltimore can and should learn from Detroit. The Mayor of Baltimore refuses to resign after her conviction last week, saying she still has Baltimore's interest at heart. If the Mayor truly had Baltimore's interest at hear she would step down as Mayor, end the drama and let the city move forward without her. If she does not step down, then a cloud will continue to hover around the city.
With the Mayor staying in office, the city cannot move forward. Businesses will not want to do business with the city, its bond rating could be in jeopardy due to the volatile situation in the city, with a lack of uncertainty as to what may happen with or with out the Mayor, and the continued scrutiny of the Mayor.
There is no doubt that the Mayor's attorneys are advising the Mayor to stay put. It provides leverage in negotiating a settlement and a platform for her to speak. But her speech will be limited by what her attorneys tell her she can or cannot say, pending the legal action against her.
Now it is easy for me to sit here in Detroit and be critical of a Mayor who I don't know in a city that I have only visited. But, I can speak from experience about what a city needs to do to move forward and beyond the negative stories that have traumatized a city, a region and a state.
The Mayor of Baltimore and the President of Baltimore's City Council should learn from Detroit. Step down as Mayor. If she is not going to step down, then the President of Council should ask for her resignation, being to create a transition plan, meet with local business, community, labor and faith-based leaders. Travel to Annapolis and meet with the state legislative and executive leadership and begin to make the plans for taking Baltimore back and shift the focus from scandal to hope and opportunity, faith and transparency, accountability and action.
Detroit will benefit when Chicago lands the 2016 Olympics
On October 2, the City of Chicago will appear before the International Olympic Committee (IOC) and plead its case to host the 2016 Olympic games. They are competing against Rio de Janeiro, Madrid and Tokyo. In the past, Detroit also appeared before the IOC, and bid for the 1944, 1952, 1956, 1960 and 1968 Olympics. While we lost each bid, we moved on to enhance a number of buildings throughout the city, including many of those at Wayne State University.
While Detroit competes to restore its public image, we should work with Chicago to support their bid to win the right to host the 2016 Olympics. If they win, we win. While hotels along Chicago’s Magnificent Mile and along their Lakeshore Drive will sell out, there is a good chance that Detroit and the State of Michigan will reap some benefit. For example, while Chicago’s O’Hare and Midway Airports may be crowded, some travelers, including those on Delta/Northwest, may just choose to fly-in to Detroit Metro, rent-a-car and perhaps check out our region’s cultural, culinary and athletic treasures. We could also host a number of Olympic delegations, as they need a place to train and get acclimated to the time changes and American culture. Facilities at any of our state’s universities not to mention our diverse topography make Michigan a great place to train and prepare for the Olympics in 2016.
Chicago has a lot to gain economically from hosting the Olympics. Studies show the Games could generate $13.7 billion in economic activity from 2011-2021. But Detroit and the State of Michigan also have a lot to gain. It is our chance to be a co-host, along America’s North Coast, and welcome the world to the region and to the Great Lakes. So let’s support our neighbor to the west. We often compare ourselves to the Windy City as a place we would like to be. So for now, let’s offer our support and resources to win the games, not just for Chicago and the Great Lakes but also for the United States of America.
Restoring stability, gaining trust and rebuilding Detroit’s future.
One year ago, then Detroit City Council President Ken Cockrel became Detroit’s 61st Mayor, after Kwame Kilpatrick resigned. Then Mayor Cockrel, assumed the leadership of a city very much in trouble. At the time, the magnitude of Detroit’s budget problems were unknown, people sat in city hall pushing paper, our auto industry’s infrastructure was crumbling, the Nation was about to elect its first African American President, America’s economic climate worsened, and the world would soon be coming to Detroit for the NCAA Final Four Men’s Tournament. Ken Cockrel inherited a city in shambles, not as the “elected mayor,” but as a public servant, called to duty and asked to serve. At the time, his 11-year political-career as a Wayne County Commissioner, City Council Member and City Council President prepared him to assume his new role as Mayor. As Mayor, Cockrel, looked forward to creating an open and transparent culture, stabilizing a city, restoring trust in city government and the office of mayor.
In the brief eight months he served as Detroit’s Mayor, Cockrel was often criticized for moving to slow. But moving slow was the most appropriate strategy for coming into the middle of an established administration at a time when he had to campaign for office twice, while still trying to run the city. Slow, calculated and strategic moves, based on facts and sound public policy, rather than politics or pressure, was how Cockrel stabilized the city. It took time to get a handle of the city’s finances and come up with a plan to not just reduce the deficit, but to eliminate it, balance the budget and turn in all of the city’s financial reports in on time, to help restore Detroit’s credit rating lost due to so much uncertainty in the city.
He began to create a process to repair and rebuild a fractured and aging city government and change the corporate culture, to restore stability in our city and restore our tainted image.
As we have all seen, as city council president, as mayor, and again as city council president, Cockrel is a person with tremendous integrity. As Mayor, he put substance before showmanship and worked to secure meaningful reform for Detroit.
Cockrel served as our Mayor at the perfect time. As mayor, he shifted our region’s focus from the scandals of the past to rebuilding for our future. At the time he became mayor, he did not seek the position, and yet he rose to the challenge.
As Cockrel’s Communications Director and Press Secretary, I was given the opportunity to participate in a number of discussions and decisions affecting our city. I was always impressed, when Cockrel made decisions not because of politics, but because it was good public policy … Not because it would get him elected, but because it made sense … Not because it was what someone wanted, but because it was what the city needed.
This past May, the voters (or lack thereof) did not give Cockrel the opportunity to act on his plans to restore financial stability to the city, to restore the trust back in the Office of Mayor and to find new hope and opportunity to secure Detroit’s future for the next generation.
Although Cockrel’s work continues as President of the Detroit City Council, there is no doubt in my mind of Ken Cockrel’s place in Detroit’s history. He became Mayor not out of desire, but out of need. He served as Mayor with honor, integrity and class. His agenda is Detroit’s agenda. Cockrel remains at the base of Detroit’s foundation and best represents the City’s future. Ken Cockrel was the right person at the right time to lead this city and created the process by which fiscal stability could be restored, trust, and set the tone for Detroit’s new beginning.
Daniel Cherrin is the former Communications Director/Press Secretary for the City of Detroit and to Detroit Mayor Kenneth V. Cockrel Jr. He is now President of North Coast Strategies, which provides cutting edge practical advice where government action or inaction, litigation vulnerability or complex regulatory requirements will impact your reputation and bottom-line. You can reach Cherrin at dcherrin@NorthCoastStrategies.com or (313) 300-0932.
Law Firms Must Adjust To Meet Client Demands
From the boardroom to the bedroom, government affects everything we do. So its time to embrace it and learn how we make government work for us. And perhaps more important, in addition to providing our clients with a legal remedy, we must also provide them the opportunity to seek legislative remedies or use the court of public opinion to reach their business objectives. Many clients are turning to law firms to assist in the public policy process, yet many firms are ill equipped to handle government relations and are not well versed in public relations as a legal tactic. Yet it is the lawyer who knows the law and knows what laws would best benefit their clients as well as how to best position their clients in either a court of law or court of public opinion. It is the lobbyist that knows how to effect legislative change and to assist in drafting the right laws. And it is the brand manager, who knows how to position the issue and the client so that everyone emerges a winner.
In addition, with government getting bigger and more complex, and government funding becoming sparse, regional mid-sized law firms are well equipped to create a practice that blends law, media and public relations with the legal expertise many mid-sized firms have.
Also, with budgets getting tighter, the government is seeking greater partnerships with the private sector. With a solid client base, law firms are well-positioned to assist clients in finding creative opportunities within the government and sound private sector solutions for public problems.
More and more issues in Congress and the state legislatures are having a direct impact on business. Businesses are learning that they can no longer sit on the sidelines when government decisions directly impact their future. Likewise, with tough economic times, businesses are looking for new areas to expand. And despite tough economic times, securing a government contract remains one of the most sought after business development opportunities.
Businesses today cannot afford to ignore the legislative process and adjust to new laws once they are passed. To be successful, business must stay current on legislative issues that could have repercussions on their business or industry. They must also seek to effectuate change where appropriate making lobbying, government relations and public affairs a natural extension of the legal services law firms are already providing.
By integrating strategic communications and public affairs into the practice, combining law, policy, politics and strategic communications, attorneys will provide new and existing clients and integrated approach to their legal problems. This practice group will provide firms with new channels to cross-sell firm services and maintain core clients by expanding into new areas to complement your firm’s legal practice. A successful public affairs and strategic communications group will not only help stand out from other law firms, but it will enhance their core practice groups, advance client relations and increase firm profits, while developing new business.
Raising cash through social media
In 2008, The Columbus Foundation pioneered a new online giving resource, called PowerPhilanthropy, connecting central Ohio nonprofit organizations with potential donors. Nonprofits interested in being included provide information on their organization and activities through the online Nonprofit Toolkit located on the Foundation’s website. Potential donors search the PowerPhilanthropy database and read profiles of nonprofits in their community, which include information on their programs, finances, management, and services. Access to this information improves donors' understanding of the organization and helps them decide where to give. Soon, there will be a similar effort underway among Detroit nonprofits. It comes at a time when fundraising is down and the need for additional resources is up. To improve the efforts of various nonprofits to profit from social media fundraising, NonProfit 2.0 (Change.org) offers the following tips (which I am posting verbatim here):
Newsweek said it best: "Suddenly, all the world is a-Twitter." Simple and powerful, Twitter is a must for nonprofit organizations. I created and manage a portal to nonprofits on Twitter @nonprofitorgs and based on my experience using site, I have crafted ten of my favorite Twitter Tips for beginners:
Authenticity before marketing. Have personality. Build community. -- Those nonprofits who are most successful at utilizing social networking Web sites like Twitter, Facebook, and MySpace know from trial, error, and experience that a “marketing and development approach” on social networking sites does not work. Simply put, it comes across as lame. Traditional marketing and development content is perfectly fine for your Web site and e-mail newsletters, but Web 2.0 is much more about having personality, inspiring conversation, and building online community. Nowhere is this more true than on Twitter. Relax, experiment, let go a bit… find your voice. Be authentic.
Be nice. Be thankful. Reply and Retweet! -- Twitter functions much like Karma. The nicer you are to people in the Twitterverse, they nicer they are to you in return. The more you ReTweet (RT) others, the more they will RT your Tweets in return. And whether it’s Twitter, MySpace, Facebook or YouTube, if someone does something nice for you in the public commons of Web 2.0, it is always a good practice to send them a message of “Thanks… much appreciated!”. Kindness and appreciation will make you stand out from the others and makes an excellent impression.
Follow everyone who follows you. -- This is a hard one for a lot of nonprofits. They want to keep their “Home” view clutter free and controlled and only follow a select few. Honestly, they only want to follow those whose Tweets that they are really interested in reading. But I say this often… “This time it is not about you, it is about them.” Web 1.0 communications is all about us and our messaging i.e, your Web site and e-mail newsletter. Web 2.0 is all about your supporters and their messaging. It’s better to create a personal Twitter profile in order to only follow those select few you are interested in reading, but if you are going out on Twitter behind your organization’s logo a.k.a. avatar, it is a mistake to not follow all your followers in return. Why?
Twitter is about conversation -- You can’t have a conversation on Twitter if you are not following your followers. It is a one-sided relationship. They can’t message you on Twitter if you are not following them. It’s a snub. Let’s face it… people on Twitter want to be followed. That’s what the site is about! How can you build community on Twitter if you won’t even participate with your followers? Have a look around Twitter… you will see the most successful, ReTweeted nonprofits follow everyone who follows them. Use “Favorites” to organize the chaos and feature your most important Tweets! -- So, if you are going to follow everyone who follows your organization (which is hopefully thousands of people) then “favorite” Tweets by those who you are most interested in reading and favorite your most important Tweets. The favorites option on Twitter is a simple, excellent tool to help you organize the chaos.
Don’t tweet about your coffee (unless it is fair trade), the weather, or how tired you are. Provide value to your followers, not chit-chat! -- It’s one thing to chit-chat about the weather, your headache, or how you need coffee to wake up in the morning on your personal profile on Twitter, but it’s quite another if you are active on the Twitterverse via your organizational profile. The messages you send reflect upon your organization. Example of what not to Tweet: “Such-and-such Nonprofit got stuck in traffic this morning. Ugh! I need coffee and a vacation… and I think I am getting a headache!” No one likes a whiner and this just makes it sound like Such-and-Such Nonprofit is not a fun place to work. People follow you because they want good content from your organization on subjects relevant to your mission. Make sure your Tweets provide value and are Re-Tweetable.
Don’t only Tweet your own content -- Twitter is a news source. Participate in news. Tweet articles or blog posts by your favorite newspapers, bloggers, or other nonprofits (yes... other nonprofits! Find allies, build relationships). If it is a good read or a good resource, it reflects well upon your organization that you Tweeted it. There is also a good chance you might get ReTweeted if the article is deemed timely and worthy by the Twitterverse.
Send messages, but not via auto-responders --There are tools out there that will automatically message your new followers. Don’t use them. It’s Spam. It’s not authentic. It’s not human. It's lazy marketing. I think this cartoon sums up auto-responders perfectly. Don’t worry about those that “unfollow” you -- It’s easy to feel slighted when someone stops following you. What did I say? Did I do something wrong? Let it go. Who knows why they followed you in the first place. Give it no more than 3 seconds thought and then move on. Limit your Tweets to 5 per day, and no more than 6! -- I have been polling on Twitter and the Twitterverse has revealed that less is more when it comes to Tweeting.
Twitter is what you make of it. You get out of Twitter what you put into it. This is the same of all Web 2.0 social networking sites. Twitter is a fun, valuable tool that can drive significant traffic to your Web site (start watching your Web site referral logs!) and help build and strengthen your brand in the online world of Web 2.0, but just like Facebook and MySpace, Twitter requires time and energy to produce results. You get out of it what you put into it. If you do one Tweet a week, you will get the results of one Tweet. But if you Tweet 4 times daily Monday through Friday… you will get the results of 20 Tweets weekly.
Again, it’s about community building around your mission and programs. Just having profile on Twitter (or MySpace, or Facebook) does not magically produce any results. You have to work these profiles. Find the person on your staff who loves Web 2.0 and enjoys working the sites and/or find a marketing/pr intern from your local university that needs to do a senior project! If they are getting college credit, then you know they have to stay around for at least a semester.
The advice outlined below is general advice applied to for profits as it is not-for-profits. To all of us, now is the time to experiment and become comfortable with social media. In fact, it is time we embrace it. We should learn to say what we need to say, not just in 30 second or 90 second elevator pitches, but in 140 characters or less. We need to refine our key messaging into the screen of our cell phone, we need to learn to verbalize what we can tweet. And we need to become familiar with how messages are conveyed now and well into the future. Just as my 6 year old can pick up my iPhone to use one of the apps I downloaded for her, soon she will be sending tweets to her friends.
Today's legal market demands broad business solutions
Today’s legal market demands a broad range of business solutions lawyers can provide their clients. A strategic communications plan can prove to be an extremely helpful tool law firms can provide their clients. For example, in today’s 24/7 media culture, companies lack access and lack control to the media who cover their industry and to the people that talk about them on-line. In addition, businesses often find themselves navigating a complex environment that requires dealing simultaneously with litigation, governmental and regulatory actions, media scrutiny, and public perception. Often times, business strategy demands a multi-disciplinary approach of legal action, public relations and government relations. Knowing where these issues converge can help protect your reputation and enhance your position in the marketplace.
For example, last week, an article in the Michigan Lawyer's Weekly unveiled new court rules directing the jury not to Twitter about the case before them or turn to the Internet for information beyond that which was presented to them in the court. Social media is not only becoming some thing for us to stay in touch with friends, it is becoming a new area to look out for our clients interests and/or a new medium to promote our practice.
Also, in just seven months a number of key bills have been enacted by Congress and President Obama, including: The economic stimulus package; Expansion of SCHIP; Pentagon acquisition reforms; & other key reforms. Congress returned this week to tackle a number of difficult issues, before their August recess, including: Energy & Climate legislation; Health Care Reform; FY 2010 Appropriations; Reauthorization of the transportation bill; Financial regulation; food safety, and Immigration reform.
Attorneys in high-profile cases should extend their services beyond the courtroom and in the court of public opinion. Therefore, lawyers will need skilled advice as to how to position their clients before the media or in front of the legislature, while protecting their legal rights.
Seeking PR counsel is an important aspect of representing clients in high-profile cases. Even if the issue is a small matter, there is no way we can tell how public opinion can or will shape the outcome of a case. Therefore, in engaging PR Counsel:
Have the lawyer retain the PR firm as opposed to your client directly, to try to preserve attorney-client privilege;
The PR counsel should consult with the client, only in the presence of an attorney and first talk things over with the attorney to seek their support and buy-in for the PR strategy.
Once a PR firm is engaged, they will (depending on the strategy): Asses the situation, review any media to date;
Create key messages;
Create talking points for key audiences including, staff, vendors, clients and the media;
Using the key messages, educate and sensitize the media to mitigate damage or control the story;
Facilitate interviews; and,
Provide media/spokesperson training.
“An attorney’s duties do not begin inside the courtroom door. He or she cannot ignore the practical implications of a legal proceeding for the client." See Gentile v State bar of Nevada (Kennedy opinion) 510 US 1030, 1043 (1991). Just as an attorney may recommend a plea bargain or civil settlement to avoid the adverse consequences of a possible loss after trial, so too an attorney may take reasonable steps to defend a client’s reputation…in the court of public opinion
In today’s fast-paced environment, where it may take years to build up one’s reputation and only seconds to destroy it, a lawyers role as advocate extends to managing their clients’ reputations inside and out of the courtroom.
GM -- Blazing a path and resetting trends
With the re-emergence of a new GM today marks the beginning of the end of an era of doing business, not just for GM, but for a majority of companies around the world. GM has historically been a leader of trends. Trends in cars, technology and design. Today, GM became the corporate poster-child for what companies must do to not just survive in today's economy, but thrive as a leaner, more efficient company, that focuses on the fundamentals while laying the groundwork for industrial growth.
The auto industry, like a majority of industries has changed. Companies, no matter how large or small realize that they must not only listen to their customers, they need to be responsive and work to build and keep relationships with them. It is a new day for GM, Detroit, the auto industry and corporations around the world.
Now GM just needs to get the word out about what they are doing, how they are doing it, and bring us all out for the ride.
Communicating in tough times
For many corporate leaders, there is no shortage of hard messages to be delivered. Everyday, it seems, the media recount the latest round of workforce reductions, plant closings, and product recalls. Employees, investors and other stakeholders increasingly demand not only information, but also explanations and plans for corrective action. In difficult times companies are faced with tough decisions. There is a tendency to cut back on services such as marketing and public relations. However, placing an emphasis on marketing and public relations can actually work to a company’s advantage.
There is no better time to invest in your corporate reputation than during an economic slowdown. It is how your business can survive the downturn and thrive upon recovery. It can help motivate employees, reassure investors, and retain customers during difficult times. An aggressive communication component is a key strategy during a down economy. It’s also a great time to stay one step ahead of the competition.
An expanded communications effort can help restore an organization's focus. It’s easy to lose sight of your mission when you’re struggling to maintain profitability or defend market share; there can be a tendency to stray away from the principals and values that form the foundation of the business. Communication initiatives are opportunities to get back to basics. And now is the time to establish your company’s reputation when you step up and talk about the adversity you’re experiencing and what you’re doing to overcome it.
A solid communications plan during a stagnant economy must be positive and not always negative. Most of your competitors are in a similar position, so be the first to tell everyone why and what your plan is for achieving better performance. In communicating externally and internally it is important to develop a series of key messages you want to convey. Depending on the audience, you may want to tailor your key messages. However, the key messages should be balanced in dealing with the problems and the vulnerabilities of the company with its strengths and opportunities.
A public relations firm can help you figure out how to best position your business to take advantage of market opportunities, including the economy’s inevitable upswing when it occurs.
Juries all a-Twitter
This week, Michigan Lawyers Weekly features a story about jurors tainting themselves by Tweeting from the jury box or accessing the Internet from their mobile phones to learn more about the cases they are presiding on. See Juries all a-Twitter, 23 Mich.L.W.847, July 6, 2009. Like the media, the courts need to adjust to the constantly changing landscape of how we communicate and how we access information. The Internet and mobile devices such as the iPhone or Palm provide jurors and others access to instant information about the cases before them. The Michigan Supreme Court amended rule 2.516 of the Michigan Court Rules to prohibit the use of computers, cell phones or other electronic devices during the trial to obtain information on the case. This is mandatory, not discretionary. The rule was amended in response to a number of cases being thrown out due to curious jurors, researching defendants and witnesses and then Tweeting their opinion before any opinion was rendered.
Social media sites, such as Facebook, Linkedin, MySpace and YouTube also provide excellent opportunities for plaintiff's counsel to mine the Internet for information to throw out a case or force a settlement. Mined appropriately and thoroughly, attorney's can learn a lot about the parties to a lawsuit or potential lawsuit.
And finally, some lawyers are using the Internet, the same way they were using television to argue their client's case in the public eye. Instead of turning to investigative reporters or "problem solvers," they are now turning to the Internet to bolster their client's position.
In the article, I caution attorneys to do their own due diligence and see what is being said about their clients on-line. This includes social media sites such as Twitter, You Tube, Flickr, various blogs and other on-line feeds and sites. The same is true for the opposing party, including opposing counsel.
Attorneys may want to consider retaining PR counselto monitor the Internet and/or use the Internet and social media to preserve, protect and enhance their clients reputation on-line. Attorneys may also want to consider hiring a computer forensics or e-discovery firm to see what information they can find on-line. For now, attorneys can set up Google alerts, RSS Feeds, or find other ways to monitor the media.
Regardless, we all need to do a better job of monitoring the Internet. Just as we should secure our credit report every six-months to monitor for identity theft, we should periodically Google or Bing our name, our company name, client's name or other key terms we should be keeping an eye out for.
Can you write me a recommendation?
Often times, people will ask you and others to write a recommendation for them on the popular social media site, Linkedin. However, the July 13 & 20, 2009 issue of BusinessWeek (p. 072) has an article warning managers from writing recommendations about their employees on Linkedin as they could be later used by plaintiff's lawyers in "discrimination or termination cases that put an employee's performance at issue". The article predicts that sooner or later, attorney's will begin to mine social media sites for evidence or was to bolster their clients cases. In some cases, The PR Lawyer is aware of cases in which attorney's have set up Facebook accounts just so that they can gather evidence for their clients and use it to force a settlement or bolster their case should it go to trial. Companies should have a blanket policy for their managers to not use Linkedin to make recommendations. If someone is asking for a recommendation, chances are they are looking for a new job. Save the recommendations for their quarterly, bi-annual or yearly review. And always, when using the Internet and social media sites, exercise caution.
FEC seeks advice on how to improve its website
The FEC is seeking the public's advice on how to improve its website and how best to use the Internet to communicate.The commission first launched its website in 1996, although this is the first time it has sought formal public comment on the site. In particular, the commission wants to ensure "state of the art" disclosure of campaign finance data, federal campaign finances laws and its own regulatory actions. To that end, FEC is seeking comments from representatives of political committees, federal candidates and officeholders, members of the media, authors, students, members of the academic community and advocacy groups. Comments should be sent to the FEC by July 21, 2009. They can be emailed to improvefecinternet@fec.gov. After the deadline, the commission plans to hold a public hearing on the website July 29-30, 2009.