Knowing When To Post

Jason Goldberg is an Internet pioneer of sorts, not only for developing Jobster (one of the first employee recruitment search engines), but also for starting one of the first truly transparent corporate blogs three years ago. It has never been as polished as some corporate blogs, but Goldberg seems to prefer it that way and it seemed to work, er, until now.

The main reason Jobster has suddenly resurfaced on everyone's radar is because the company, the biggest new Internet company in Seattle, recently instituted a hiring freeze, which venture blog writer John Cook says is a sign that the company may have grown too big too fast. Shortly after, rumors began to surface that the 145-person company would announce significant layoffs.

Although a minor communication crisis was already brewing, Goldberg made it big with a post that asked people to "put down your pencils .... calm it down, relax a bit, and have a nice holiday. We've got no news to give ya before the new year."

From an internal communication perspective, posting this was paramount to the captain of the Titanic asking passengers to refrain from dropping lifeboats in the water until the ship's quartet finished his favorite song. To make matters worse, Goldberg added a post to justify Jobster's future decision to focus on profits in 2007. And again, he asked people to wait for answers.

"why would a young company like jobster care about profits? hmmm... vs. many of the dot com companies not too long ago who didn't? many answers to provide here ... will have to wait for now. but in the meantime I will point to a few big things ..." and goes on to list four of them.

No, there is nothing wrong with streamlining a company to become more profitable, but it is usually a good idea to let your employees know before the rest of the world. Not to mention, asking them to "have nice holidays" before facing major layoffs is almost too painful to post about.

Will there really be layoffs? According to an e-mail, again published by Cook, Goldberg writes: "What I can say is that the changes we will make are 100 percent voluntary and (management) proposed (versus) board dictated."

All this news and continuing updates from Cook has created a second wave of criticism about Goldberg and Jobster. It's unfortunate because this could have been handled better. One of the first golden rules of any crisis communication situation is to deal with the most urgent and critical matters as early as possible. In doing so, the spokesperson or CEO must be direct, decisive, and empathetic to anyone who could be negatively affected by the bad news.

Instead, Goldberg, apparently panicked and without the aid of a seasoned communication professional, wrote from his Blackberry: "I made a personal pledge to be a very public and open CEO, knowing that it could come back to bite me sometimes. I promised to speak my mind and provoke and prod the industry a bit, again knowing that it could open me up to greater criticism and sometimes backfire."

He went on to encourage his readers to read all about the "beating" he received from comments made by anonymous posters on Cook's blog. "Rather than run from it, I encourage folks to go read it."

Um, Mr. Goldberg, please, please stop throwing kerosene on the deck of your sinking ship and you just might save it yet. You see, there is a difference between being a very public and open CEO and one who is empathetic to his employees, investors, and fans.

Lesson for today: Don't tease with bad news, lead with it. It's not fun, but at least it's manageable.

Striking A Visual Chord

The Fifth Column is a group of bloggers who pride themselves on attempting to "whittle away at the dominant culture, the status quo, and the accepted and the norm."

I mention them today — as Islamic fighters and Ethiopian-backed government soldiers begin to clash in Somalia, potentially sparking a civil war and dragging in the entire Horn of Africa — because one of them effectively demonstrated the power of a single image. The photo, showing white doves of peace growing darker as they fly upward past a tank, is a bold social commentary on current events in Africa and, unfortunately, most of the world.

The LA Times has an excellent write up on this growing conflict at a time when most men and women are wishing for peace on earth.

In sum, Islamic leaders, who recently seized control of Mogadishu and much of southern Somalia, are calling for a "holy war" against Christian-dominated Ethiopia unless the neighboring nation withdraws its troops, which were sent across the border to prop up Somalia's weak transitional government. Both sides have been massing weapons and troops in strategic points around southern Somalia in recent weeks.

Should this occur, Eritrea and Kenya will most likely be drawn into the fray. The United States could also become involved, given that our government has been funding some warlords as part of the greater war against terror. Other than funding select warlords, it has been hands off in Somalia after 18 American servicemen were killed in Mogadishu. The story, of course, was popularized by the book and film "Black Hawk Down." According to military sources, other players include Syria, Libya, Yemen, with Saudi Arabia and Egypt supplying funding and logistical assistance to Sheik Hassan Dahir Aweys.

Moving back to the topic of striking a visual chord: this one works because it accurately presents a framework for their entire column, which is how photos work best. Despite the old adage that a picture paints 1,000 words, most cognitive studies have found considerable evidence that effective working memory is increased by using dual media rather than a single medium to communicate.

In fact, one theory, called cognitive load, suggests that the best form of communication is one that is limited to two representations of the same material at one time: aural/pictorial or written/pictorial. You can give readers the third option, but two remains the best option (which explains why users hit the mute button on "musical" blogs).

Regardless, images, particularly photographs, are thought to be easier to assimilate and to be more universal than words. When combined with words however, they create a compelling message.

For example, The Fifth Column appropriately gave this photo the caption: this is what it sounds like when doves cry. Imagine what a different impact the photo might have with the caption: world peace at last.

Maybe it's my profession, but I have always been fascinated with the psychology of communication as much as the execution of it. Now if only those leaders vying for power on the Horn of Africa could consider that most differences, regardless of distance, can be bridged with communication. Or, at minimum, they could at least begin to understand each other, even if they cannot agree.

Stacking Online Votes

On Christmas Day, Seth Godin did something nice for a few dozen blogs. He posted them on his blog, Seth Godin, and encouraged people to visit.

By creating a plexo at Squidoo, he enabled others to include their own blog (or blogs they liked) and vote for any they felt seemed interesting. "There is no A list, so there can't be a Z list. There's just good blogs," he wrote.

Unfortunately, one blogger felt otherwise, turning the true spirit of Godin's post into a case study that is similar to the challenges Reddit experienced a few months ago when overzealous marketing types voted their articles up and other articles down. However, unlike the Reddit stacking, Kim Klaver and a handful of her readers were less than anonymous. On her blog, which I won't link to, she wrote: "If we push it to #1, I'll take a screenshot pronto and post it here. We'll be 'Queen for a day.'"

Her marketing tactic worked, driving several readers to vote and then report her blog's progress. In fact, they voted hers up and other blogs down, enough so, that one commenter on her blog finally wrote: “You know, sending an email out in order to ask for votes is really quite lame. ... Deceptive if you ask me. Isn't this the very thing you preach against?” Obviously not.

"I don't mind asking for votes though, since people can do it or not. I might even send out another email, so be forewarned...hehehe,” Klaver replied. "If the blog writers didn't tell their readers about the popularity contest, how would they know and how could they help their favorite writers?"

Klaver seems to have missed the point of the post entirely. It was never meant to be a popularity contest, especially because Squidoo doesn't track IP numbers, only e-mail addresses. This means that anyone with multiple e-mail addresses can vote for whatever blog they like as many times as they like. With Klaver's encouragement, that is exactly what her readers seemed to do.

The most basic Internet tracking reveals the story behind her empty victory; many blogs were voted down despite never being visited. It is a shame, because I visited many of those blogs today and several were worthwhile despite being voted down.

But then again, I suppose that is the difference between Klaver's "new school of marketing" and communicators like me. I subscribe to a code of ethics that includes credible communicators "engage in truthful, accurate and fair communication that facilitates respect and mutual understanding."

Sharing Happy Holidays

Their lives are beautiful,
sparkling like stars.

Their moments are fleeting,
ending in a second.



Let their imprint be an avalanche,
these fragile snowflakes of all seasons,
our family and friends.

Happy Holidays and Merry Christmas.

Stocking Stuffers For Public Figures

While most people are heading home for the holidays, Judicial Watch, a public interest group that investigates and prosecutes government corruption, decided to release some unwanted stocking stuffers for a few politicians. Here is the 2006 “Ten Most Wanted Corrupt Politicians” list:

1. Jack Abramoff, former lobbyist
Abramoff is at the center of a massive public corruption investigation by the Department of Justice

2. Senator Hillary Clinton (D-NY)
In January 2006, Hillary Clinton’s fundraising operation was fined $35,000 by the Federal Election Commission for failing to accurately report more than $700,000 in contributions to Clinton’s Senate 2000 campaign.

3. Former Representative Randy “Duke” Cunningham (R-CA)
In November 2005, Cunningham pleaded guilty to federal charges of conspiracy to commit bribery, mail fraud, wire fraud, and tax evasion.

4. Former Representative Tom Delay (R-TX)
Tom DeLay, who was forced to step down from his position as House Majority Leader and then resign from Congress, decided in 2006 not to run for re-election.

5. Former Representative Mark Foley (R-FL)
Foley left the House in disgrace after news broke that he had been sending predatory homosexual emails to a House page.

6. Representative Denny Hastert (R-IL)
In addition to mishandling the Foley scandal, outgoing House Speaker Dennis Hastert allowed House ethics process to ground to a halt on his watch.

7. Representative Alcee Hastings (D-FL)
Hastings is one of only six federal judges to be removed from office through impeachment and has accumulated staggering liabilities ranging from $2,130,006 to $7,350,000.

8. Representative William “Dollar Bill” Jefferson (D-LA)
Jefferson is alleged to have accepted hundreds of thousands of dollars in bribes to help broker high-tech business deals in Nigeria.

9. Former Representative Bob Ney (R-OH)
Ohio Republican Congressman Bob Ney resigned in early November 2006, three weeks after pleading guilty for accepting bribes from an Indian casino in exchange for legislative favors.

10. Senator Harry Reid (D-NV)
Senator Reid came under fire in 2006 for failing to properly report to Congress a $700,000 land deal.

Judicial Watch has long maintained that public corruption is endemic to our nation’s capitol. To some degree, it is right. Many representatives arrive in Washington D.C. as average citizens and leave with the keys to newfound wealth.

For some, it stands to reason that serving in Congress will open doors of opportunity. After all, many companies look for skill sets that politicians acquire while in Washington. Others hope that partnering with or adding a sitting/former congressman will increase their company's credibility.

Still, what makes some, if not all, of these ten politicians a bit different is that they didn't wait for retirement to cash in or demonstrate any restraint or remorse when abusing public trust. Then again, sometimes the public gets what it asks for: Hillary Clinton still polls strong as a presidential hopeful and Senator Harry Reid will likely retain his seat in Nevada as long as he wants it.

That is the state of political affairs today, with Katie Rees, former Miss Nevada, being placed under more scrutiny for what she did five years ago than most folks, who are running the nation, might be doing right now. No, I am not saying all politicians are bad people or corrupt. Having worked in the political arena for about ten years, I can attest to the fact that there are some politicians who rise above the rest in terms of ethics. Thank goodness for them.

For those few honest politicians and anyone who reads this blog ... Merry Christmas ... Happy Holidays. Until our next.

Losing Fame In 19 Frames

It seems some people have an easier time forgiving the present than they do the past. Miss Nevada, from my home state, will not get a second chance.

Just days after Donald Trump refused to fire embattled Miss USA Tara Conner, Paula M. Shugart, president of the Miss Universe Organization, had no problem firing Katie Rees for photos that are five years old.

In a statement to the TV show "EXTRA," an attorney for Rees says, "Katie wants the public to know she was 17 and had a lapse in judgment. This was an isolated incident that occurred more than five years ago when she was a minor."

While I will not publish them here, the full set of photos has been published at TMZ. Despite block-out stars, several are explicit.

Ultimately, the decision to fire Rees raises an eyebrow over the ethical standards Miss USA is attempting to set. While impossible to defend the behavior in these photos, considering Miss Nevada is meant to be role model, one wonders about the arbitrary state of the pageant, given that press time played a role in the decision.

A week earlier, Rees might have been the one receiving a second chance. She seemed more deserving of one, given the photos are years old and she apologized more sincerely than Miss USA.

Yet, as I've often noted as a public relations instructor: it's always better to err on the side of caution in case you might one day be in the public eye. If not, your greatest embarrassment might be featured in the Wall Street Journal, er, on TMZ.

First runner-up Helen Salas will assume the Miss Nevada title and compete at the 2007 Miss USA Pageant on March 23 in Los Angeles. She was a second runner-up at Miss Teen USA.