Imitating Life: The Office

Reveille and NBC Universal Television Studios' 2006 Emmy award-winning show, The Office, proved its writers know something about life, comedy, and crisis communication.

Last Thursday's episode, "Product Recall," put Michael Scott (Steve Carell), regional manager of Dunder-Mifflin in crisis after a disgruntled employee at the paper mill put an obscene watermark on one of their most popular paper products. The paper was shipped to clients, including a local high school that used it for prom invitations.

Employing "pat" crisis communication techniques, Scott assembles a crisis team with Dwight Schrute (Rainn Wilson) in charge of a press conference. The thinking here is to always run to a crisis rather than from it. It's better to let the press know, Scott deduces, then to let them find out on their own.

Fortunately for Scott, Schrute is unsuccessful at securing CNN and other major news networks to cover the obscene paper problem. Unfortunately for him, a reporter from the Scranton Times does attend.

From here, it goes from bad to worse. Scott's idea for the press conference is to offer restitution to a major client in the form of free paper voucher (a "big" photo op check) and then spin the scandal into a "local company makes good with clients" story.

Instead, the client rejects the offer and demands Scott's resignation. Scott responds by kicking her out of the press conference and telling her to call the “Ungrateful Beeyotch Hotline.”

Realizing the Scranton Times might write a less than favorable recap, Scott makes an apology video that concludes his resignation is not an option and it would take a S.W.A.T. team to remove him from Dunder-Mifflin. (A few more minutes and the writers might have added that Scott could post the video on YouTube.)

This is really funny stuff. It might be even funnier if companies, armed with "pat" crisis communication plans, do not make similar mistakes.

In this case, Scott would have been better off being prepared for the press, but not begging for attention. (If the problem was life-threatening, it would be different.) Sometimes the best coverage of a crisis is no coverage at all.

Of course, had he not made a molehill into a mountain by hosting a press conference and inviting an unconfirmed client "ally," then there would have been no show last Thursday to make us smile.

You can find a quick recap of this misapplied Dunder-Mifflin approach to crisis communication by visiting the The Office Web site.

Overreacting Or Not: PC Magazine

The times … they are changing.

I didn't write about Steve Rubel's Twitter gaffe with PC Magazine when it happened. And for most, the story is over. Yet, for me, I'm still considering how it might represent some serious changes in media relations.

Background

Rubel is senior vice president at Edelman's me2revolution practice. Edelman is the largest independent global PR firm. So when Rubel put out a random Twit — “PC Mag is another. I have a free sub but it goes in the trash” — people noticed, especially Jim Louderback, editor in chief of PC Magazine.

Louderback's answer to the Twit can be seen in a blog post (above link). He asks, among other things, "Should I instruct the staff to avoid covering Edelman's clients? Ignore their requests for meetings, reviews and news stories? Blacklist the "Edelman.com" email domain in our exchange servers, effectively turning their requests into spam? If we're not relevant to Edelman's employees, then how could we be relevant to their clients?"

Analysis

From a pure public relations perspective, Rubel made a mistake and did the right thing by apologizing and offering clarification. (This is precisely the kind of stuff that makes me wonder how public relations practitioners might have to adjust for something like a random thought racing across Twitter.)

However, if we remove this pure public relations perspective from the equation, maybe we come up with a different answer, one that addresses Louderback's original question: "Boycott Edelman, or would that be over reacting?" (sic)

Maybe the question is best answered by the media's long-held position to not be held hostage by advertisers who threaten to pull media buys over unfavorable editorials.

Wouldn't a boycott of Edelman and its clients over an unfavorable comment about the magazine be the same thing? Should Rubel, who has since said he reads PC Magazine via RSS feeds, censor himself on critiquing publications because of his position?

Conclusion

I don't know. But what I do know is that Louderback might have been better off calling or e-mailing Rubel before writing the editorial … just as public relations practitioners prescribe to their clients after an unfavorable media attention. The outcome might have been more favorable for everyone.

Rubel, much like a publisher, could have then retracted, corrected, or amended his statement on his own instead of being "learned." Louderback might have even had an opportunity to find out why Rubel felt that way, enough so, apparently, to fire off the Twit.

Regardless of whether the original message was a good idea or not (it wasn't), the bigger story here, at least to me, is what this means for the relationship between public relations and the media? What does it mean?

The times … oh how they are changing.

Creating Connections: Blog Rolls, Favorites, Networks

Several months ago, on Christmas day, Seth Godin did something nice for a few dozen blogs. He posted them on his blog and encouraged people to visit. David Maister does something similar. He recognizes people who contribute to his blog via comments and trackbacks every month (I can't imagine how long that takes!). Scott Baradell at the Idea Grove does it from time to time too.

One of my favorite quotes from General George S. Patton is "Lead me, follow me, or get out of my way." And with that in mind, I'm inclined to follow and share some insights into the eclectic mix of blogs I visit and why (and no, they're not all on my blog roll). I'm not including everyone today to keep things manageable, but there's always a next time. Alpha order:

AgencyNext is a public relations firm that has taken a hard stand on seeing social media be taken seriously. I'm looking forward to seeing the outcome of their move from WordPress to Squarespace.

Blogversity. Amitai Givertz doesn't spend much time there these days (you're more likely to find him on Recruitomatic or RCI Recruitment Solutions. Without question, Ami puts the "T" in transparency. (He's often right to do it.)

Exceler8ion is Julian and Shannon Seery Gude's take on the world of social media and online recruitment marketing. Still one of the more visually appealing blogs I've come across with good content to boot. They test run tech too, sorting through the widgets to see what sticks.

FolioVision is a Bratislava-based international Web design and marketing company that has a lot to say about search engine optimizers, paid links, and theme sponsorship. The writing is solid and cuts right to the point.

John Cook's Venture Blog is the perfect example of how a reporter can make business reporting as exciting as it could be while embracing social media. Smart reporting in real time, all the time.

Liz Strauss is a perfect virtual manager who has the uncanny ability to write about what many of us do, except she can usually do it with fewer words. She offers skills and support to people working outside the traditional work setting.

Passion, People and Principles by David Maister is quite possibly the best blog to find a strategic management and business discussion taking place, right about now. Communicators who don't get "executives" really owe it to themselves to expand their knowledge base. Read Maister and you will.

Spin Thicket is the ultimate collection of communication and public relations critiques. There's nothing better. If you're not sure what to write about, you can always find something there. Scott Baradell's company's blog, Media Orchard by the Idea Grove, is equally well done. His buzz word index is red hot.

Recruiting Bloggers is the second home to the Recruiting Animal. He's the barn burner of the recruting world with a no-nonsense approach to just about anything. People love him, hate him, and everything in between. He's the reason I like recruiters.

Seth Godin. When Godin doesn't have something to say about the buzz in marketing, he makes it. It's about that simple, IMO. One of several blogs that I've shuffled over to Technorati favorites.

Tala Azar. I've read Tala Azar's blog for several years, even before I even started this blog, which is pretty amazing since she's 16. She's a great writer and it provides me a break from business. Her sister has a pretty nice blog too.

ToughSledding. Bill Sledzik consistently brings common sense to communication topics. He likes to point out he's not a "power blogger," but if I was a betting man ... he will be one day.

That rounds a dozen (and related) places I enjoy, all for different reasons. If you want to find even more beyond my sometimes changing blog shuffle, you can find more here, here and, very soon, here. The latter, RecruitingBlogs.com, I'll be writing more about next week or so.

In sum, there is no obvious connection to most of my lists, except that they are all great communicators with diverse styles. It's a mixed bag to be sure, but then again, I think communication folks like me need a mixed bag. It's all too easy to get lost in an area of expertise and miss out on what's happening next door, down the street, or across town.

Advertising Research: Harris Interactive

Harris Interactive, a full-service market research firm with more than 40 years' experience, provided a free webinar on
Apr. 26 that treated participants to the future of integrated media, especially as it applies to mobile advertising (cellular phones).

Led by Judith Ricker, (president, marketing communications research) and Joseph Porus (chief architect, technology research practice), the webinar presented preliminary data that suggests when consumers are educated, mobile advertising will work in some exciting (perhaps spooky) ways. The research is solid, and with some minor modifications in my opinion, some of their ideas have a potential that exceeds current consumer imagination.

Ricker and Porus are spot on in recognizing that the Internet is capturing a higher viewership than traditional media (no wonder Viacom is ready to invest a half billion dollars in digital media); that continued breakthroughs in mobile technology (such as the Apple iPhone) will change the way we perceive integrated digital communication (innovation); and that the time has come for companies who view their communication as decentralized to rethink that old model (I'm big on integrated communication).

According to Harris Interactive, mobile advertising is particularly adept at strengthening the bond between the brand and the consumer, communicating messages, and changing behavior. I agree, absolutely. One question that remains is: are consumers ready?

From Harris Interactive's research, only 10 percent of consumers are open to the idea of mobile advertising. However, when paired with incentives, this number jumps to 36 percent. When I first wrote about this subject, I wasn't impressed with these numbers. However, when applied with the Revised Technology Adoption Life Cycle, 36 percent is enough momentum to break into the mainstream.

That is not to say adoption is not without potential pitfalls. Of those who expressed interest in mobile advertising, 66 percent said that consumer choice (the ability to opt in or out) is paramount to ensuring public acceptance. Ricker and Porus reinforced the point several times, saying that as soon as consumers begin to feel like the advertising messages they receive are spam, every potential outcome could be limited by legislation. I hope not because Harris Interactive has some stellar ideas. Here are four subject area highlights (though there are much more worth consideration):

Test Message Ads. Harris Interactive places weight on text messaging because 56 percent of those surveyed said they would prefer it over other forms. I differ here, but only because the consumer's opinion seems attached to how they perceive cell phones right now. Text message ads also have the potential to be the most intrusive. Where I see them best applied is as opt-in sale announcements to remind consumers when Macy's is having a white sale or Borders has a book signing.

Locational Advertising. Harris Interactive suggests consumers can be pointed to a sales rack with the exact dress they are looking for (though the concept does not have to be this precise). I find it spooky that advertisers will know where I am all the time with new GPS features in our phones. However, when I asked my wife, she thought that was a great idea!!! So who I am to say?

Content Advertising. Harris Interactive broke it out differently, but I see it as all the same: entertainment, news, games, social media, downloads, ring tones, and Web browsing. If the foundation is built right, content developers — blogs, digital media, etc. — could receive a real financial boost provided content distribution remains open. Consumers would, in my opinion, have no problem with content advertising if that meant their options could be provided for free (Joost is playing with several ideas right now; Revver has a great one in place).

However, as Harris Interactive pointed out, everyone wants a piece of the action: content developers, content distributors, and service providers. At the end of the day, who knows what it will look like. I have some hunches, but at the moment, they are only that. Despite these hunches, I'm hoping content developers come up on top.

Consumer Profiling. This is perhaps my least favorite trend, but consumers see it differently. Overwhelmingly, as Harris Interactive presented, consumers embrace profiling because they can limit their own advertising exposure based on preferences. They already accept it at ITunes, Amazon.com, and with Internet cookies. So, I'm in the minority. Personal preferences aside, writing individually specific ad messages would benefit someone in advertising like me.

Certainly, there is no way everything presented could be confined to a single post. However, the topic is important and something that I'm certain I'll be revisiting time and time again. Sure, I have some concerns, especially about advertising becoming more pervasive and losing its effectiveness as a result. But as an ad guy, it's part of my job to figure out the best way to solve that problem.

In sum, kudos to Harris Interactive and its work in the field. I intentionally entered as a skeptic to see how difficult it would be to come out a believer. While I could discuss some finer differences, the net result is that it was not difficult at all. Harris Interactive is an excellent research resource in subject matter and my compliments on seeing them take the lead.

Making Improvements: BlogCatalog

There are dozens of blog directories on the Internet; too many according to some. But with its recent format change, BlogCatalog stands out.

Like many directories, BlogCatalog's purpose it to list and categorize blogs available on the Internet. Originally, it was mostly a search engine and directory categorized by topic folders, countries, and languages. In fact, I had almost forgotten all about it until I noticed a few more visitors dropping by from BlogCatalog.

So I revisited the directory yesterday and found something much different from what I remember (more than a year ago). The format is cleaner, user profiles enhanced, and blog page profiles now include a front page preview, recent viewers, neighborhood subscriptions, teaser feeds, rankings, ratings, reviews, discussions, and more. Sure, you can find these features on other sites, but BlogCatalog demonstrates that that the whole can be greater than the sum of its parts.

I don't want to be a spoiler. If you have a few minutes, it's well worth the visit. The submission process is painless; and members have more than enough choices to control their own experience. Very well done.

Addressing Ethics: Virginia Tech

One of the prevailing themes that continues to be discussed in the media, recently on PBS News Hour Extra, is NBC's decision to air the the Virginia Tech killer's so-called manifesto.

NBC didn't have to, as I pointed out last Thursday and again on Monday. However, that is not to say I don't appreciate the decisions that networks face.

When I teach public relations practitioners about media ethics from the perspective of reporters and new editors, I borrow a technique from my media law professor years ago. He asked everyone who believed you "should never publish the name of a 14-year-old rape victim" to raise their hands. About 95 percent of the class raised their hands.

But then, he asked anyone who would change their minds if the victim was related to an elected official to put their hands down. About one third of the raised hands went down.

What if an elected official was the perpetrator? Only about five percent of the hands raised.

What if every other paper is already running her name? Not a single hand remained.

"Oh, so much for never publishing the name of a 14-year-old rape victim," he said. "And that's the point. Most ethical dilemmas are not black or white. It depends."

In the case of Virginia Tech, as noted in the PBS News Hour Extra, the decision to air the gunman's video was one of the toughest. CBS "Early Show" anchor Harry Smith told the Associated Press, "I felt manipulated by the fact [Cho] was getting exactly what he wanted. We could have used the tape more discreetly." And Canadian Broadcasting Corporation news chief Tony Burman called the airing of the video by American broadcasters a "mistake," warning it could lead to copycat killings.

Some of the attention on the crisis and related sub-controversies are somehow partly responsible for what the FBI says have been 35-40 mostly school-based copycat threats since the Virginia Tech tragedy. (We had one somewhat related incident in Las Vegas and even more in nearby California so the figure might be more than the FBI reported.)

From my perspective, I think it was a mistake because the media could have reported on the video without airing it. Still, I find it promising that NBC and other major networks such as ABC, CBS and Fox have since decided to stop or limit broadcast of the video and images. I think that is a positive step toward responsible reporting without regard for ratings.

Not everyone agrees. Some feel the footage is a necessary part of the entire truth and others said it demonstrated how the gunman had really planned everything out. It's an interesting position that might make one wonder about about the public's appetite for voyeurism. As one station executive once told me, we air murders, car accidents, and robberies in that order because when we don't, no one watches.

Ethical dilemmas. They are not always black and white. For my own part, this post will likely be my last on the subject. For those impacted by the tragedy, including some associates, my sympathies and prayers are with you.