Dunking Public Relations: Raymond Ridder

Last Thursday, Raymond Ridder, media relations director for the Warriors, was caught posting pro-Warriors points of view as "The Flunkster Dude" on a non-franchise fan site. Once caught, his antics eventually drew a scathing response from James Venes aptly titled "The Art of Deception" on WarriorsWorld.net.

"Immediately, expectedly, the site went into an uproar over someone caught with his hand in the cookie jar, someone from the team coming in to push a pro-Warriors point of view, likely an intern too dumb to find one of the dozen Starbucks in Oakland with wifi access (trust me, I checked) to at least post without it tracing back to HQ. Oops. Big time oops," wrote Venes, before sharing how disappointed the fans were to learn the truth.

Today, it was Ray Ratto of the San Francisco Chronicle leading with the headline "Warriors brass are all Flunkster Dudes" and advising management to throw themselves on the mercy of public opinion. And so, the social media debacle has apparently moved mainstream.

"It was a laughably bad idea, with the deserved result. Then again, what good ideas are there in selling a team run as the Warriors are? How do you make a team that has missed the playoffs 14 of 15 times seem progressive and clever?" asked Ratto.

Ratto goes on to highlight just how bad public perception of the team has become, including the owner's last appearance when he was booed at the Oakland All-Star Game while standing next to his young son and giving an award to Michael Jordan; a club president who apparently wants to come across as humorless, stiff, aggressive and power hungry; and a head coach who chants "I'm not in charge" while being in charge. Ouch.

Managers Have Less To Be Concerned About Employees Than Themselves.

On the same day Ridder was masquerading as an All-Star fan, we were posting a Deloitte survey that revealed as much as 60 percent of managers believe that businesses have a right to know how employees portray themselves or their companies on sites like Facebook and MySpace. It seems apparent that managers have more to be concerned about their own behavior; public relations professionals too.

If we accept that Phil Dusenberry, former chairman of BBDO Worldwide, was right — that the "brand is the relationship between a product and its customer” — than faking posts and comments seems like an awful way to treat that relationship. Very little can be gained, even in the case of Ridder's apparent granny throw from midcourt.

Attempting to insert exclusively "pro" fake comments (or any fake comments) into an online crowd generally strengthens the resolve of the opposing viewpoint if no one finds out. And, if they do find out (and they often do), it is almost always disastrous, much more so than any unhappy fans can dream up.

So the fear factor for companies worried about what employees might say online may have nothing to do with what they say as themselves and everything to do with the great lengths some will go to remain anonymous for good, bad, or any other reason.

Fans are surprisingly forgiving, but nobody likes to be lied to. Tell them the truth. If you don't, you're likely to become the poster child for posers. And today, according to the San Francisco Chronicle, that honor seems to belong to Ridder and the Warriors' brass in the NBA. They might as well wear it proudly; it can only get better from there.

Sharing Silence: Memorial Day

Sailor and girl at the Tomb of the Unknown Soldier, Washington, D.C. Memorial Day, 1943. (Credit: John Collier)

Misunderstanding Intent: Communication Today

There is a fascinating post over at The Notorious R.O.B. that discusses some initial reservations with Todd Carpenter becoming the social media manager for the National Association of REALTORS. In the post, Rob Hahn describes those early reservations as associated with what he believed would be an impending shift from open communication to message control.

For the controversy over the MLS data and Google, I highly recommend the read. It's one of the most pressing issues in real estate today. However, this time around, I was reading the post for another reason all together. Hahn goes into some detail regarding message control and openness that seems to be a reoccurring conversation in social media.

"The overwhelming temptation for any company or organization that suddenly finds itself in the middle of a brewing (or full-blown) controversy is to lockdown message control. One person, typically the person in charge of Corporate Communication, speaks for the organization, and all inquiries are referred to that person. Behind the scenes, PR consultants, staff, lawyers, and other executives get into meeting after meeting to work out what will be said, how it will be said, and by whom. Once the message has been polished to a high gloss, it is put out to the world with extreme care."

Message control? Not really.

One of stories I like to share in my public relations class recounts how a local homebuilder initially reacted when a news station called after a handicapped woman complained that the homebuilder had violated the American Disabilities Act (ADA) after removing a ramp near a community mailbox near her home. The owners, who were on vacation, gave very clear instructions to their marketing manager.

"If the media calls, say no comment. If they come by, lock the doors."

Fortunately, the manager asked for support instead. Within a few minutes, all the details of what seemed like a pending news story were laid out on the table. The homebuilder hadn't done anything more than temporarily remove the makeshift ramp at the request of the city to meet municipal codes. The builder had notified the homeowner on three occasions. The homeowner would still be able to get her mail, with an access point just a little further away.

When the marketing manager followed up with the reporter, they agreed there wasn't a story.

"We ran an ADA story the other day, which typically invites call-ins. Most them aren't stories," said the reporter.

There seems to be a lot of confusion these days about what constitutes message control and message management and open communication. The reality is that open communication can be managed. It's just the simple matter of everyone having access to the facts, as they eventually did in the story above. And yes, that did require various professionals to lend their insight.

The point being that open communication can often be successfully managed without control or spin. It doesn't require manipulation as much as it requires all communicating parties have the same facts. In fact, if they did, I doubt management would be so worried about employee communication online.

The reality is that there is no message control and there never really was. Lately, it seems, social media is frequently blamed when otherwise good brands get put in a negative light. But brands were being put in a negative light long before social media. The only difference was that the writers were journalists (and sometimes they still are).

If there is any takeaway today, it's simply that message control almost always consists of hiding the truth or deflecting from the facts. Message management, on the other hand, is a form of open communication that works to ensure the facts are considered in lieu of erroneous opinions. In other words, intent helps sort out the difference between authenticity (which Seth Godin mistakes as consistency) and transparency.

In fact, if more people understood the basic tenets of public relations and communication, there would probably be far fewer social media fails. Well, maybe.

Policing Employees: Not Today; Tomorrow

According to a new Deloitte survey recently featured on The Wall Street Journal blogs, 60 percent of managers believe that businesses have a right to know how employees portray themselves or their companies on sites like Facebook and MySpace.

“While the decision to post videos, pictures, thoughts, experiences and observations is personal, a single act can create far reaching ethical consequences for individuals as well as employers," said Sharon Allen, chairman of the board, Deloitte LLP. "Therefore, it is important for executives to be mindful of the implications of this connected world and to elevate the discussion about the risks associated with it to the highest levels of leadership.”

The percentage is lower among employees but still significant. Forty-seven percent believed those managers might be right. However, that number dropped to 37 percent among workers ages 18-34.

It still raises an interesting question. Where does employer representation end and personal privacy end online? And can policing employee behavior backfire when breaches in ethical behavior or common sense are still dependent on titles? After all, the Domino's employees were fired. Yet John Mackey still helms Whole Foods.

Employees are currently left alone to figure it out

• 27% of employees said their companies talk about leveraging social media.
• 22% of employees said their companies have formal guidelines for their use.
• 22% of employees said their leadership team uses social networking to communicate.
• 17% of employees said their company has a program to monitor and mitigate risks.

Still, employees are aware their behavior can damage their companies. Seventy-four percent said it's easy online. For the full report, visit here. What do you think?

Sharing New Wisdom: Fr Federico Lombardi SJ

"One of the biggest challenges facing us at present is that of interactivity, and, I would say, of 'positive interactivity'... In recent years the Internet has been for us an important tool that has made it possible for us to deliver content to countless users of all kinds. Now, however, the reality of the situation that is emerging is one in which the great thing is not simply content distribution, but greater and greater interactivity." — Fr Federico Lombardi SJ

While sometimes dismissed by business, government, and nonprofit organizations, the Catholic Communications Network issued a release yesterday that speaks volumes about the viability of new communication. In fact, Fr Lombardi, rather than considering the Internet a means to spread a message across the Internet, suggests something that has long been held true by the best participants.

It's about engagement.

The release includes Fr Lombardi's entire lecture to an audience of media professionals at Allen Hall at the Diocese of Westminster’s seminary and a PDF that outlines dozens of key points. Of note, Fr Lombardi offers how the press office had shown him how there is a need to establish a more organic and constructive dialogue and exchange "between the communications organs of the Holy See and today’s world of social communications — for today’s world is rapidly becoming something vastly different from what it was when my generation first experienced it."

He is exactly right. And while his message may be a message of communicating faith, there is a secondary message that resonates with anyone interested in online communication. One of several standout sections includes the six faces of its abuse. Paraphrased here:

• The face of falsehood, more or less explicit, and often mixed with half-truths.
• The face of pride, of self-referencing and self-centeredness that refuses to listen to other positions.
• The face of oppression and injustice, which denies others the freedom to gather information and give expression.
• The face of debauched sensuality that seeks to use and possess, respecting neither the body nor the image of the other.
• The face of escapism, which seeks refuge in imaginary or virtual worlds, completely subverts the purpose of social media.
• The face of division, which seeks to demolish dialogue, to undermine all efforts at mutual understanding among people.

However, despite the obvious shortcomings, which resemble those long noted by several communicators who employ social media, Fr Lombardi tempers his observations by conveying that new communication requires that we look for those roads [using social media] which will be beneficial for everyone. And, in conclusion, he finds the perfect statement to sum up his thoughts.

"The changes that have taken place in social communications during recent years and decades are obvious to all who have ears to hear and eyes to see." — Fr Federico Lombardi SJ

Selling Cheap: Microsoft Laptops

"It would be very unusual for Microsoft's score to be increasing this much and Apple's to be decreasing without some sort of event driving that, like a major campaign that's particularly successful." — Ted Marzilli, global managing director for BrandIndex at consumer polling service YouGov

That campaign, according to Adweek, would be Microsoft's new "Laptop Hunters," which targets Apple's value perception. Specifically, the campaign asks people if they "can find everything they're looking for in a laptop for less than $1,000, the marketer will pay for the computer."

While the "Laptop Hunters" seems to be resonating with mass media, online consumers are another matter. "Laptop Hunters" commercials score two-and-a-half to three stars, which is still a dramatic step up from Song Smith. In fact, the only one enjoyed by YouTubers seems to be the spoof commercial; it scores four-and-a-half stars for featuring a homeless man who reluctantly takes the free PC.

YouTubers are not the only ones in disbelief over the BrandIndex assessment. The comment section in the AdAge story demonstrates real push back. But maybe that's because some of them already know that Microsoft recommends a laptop over the $1,000 for any designer. And, designers seem to be pointed toward the lowest end models. For gamers, Microsoft recommends a $1,899 laptop. For "Jetsetters," $1099. For "socialites," $1,499. For "all around," $1,999.

So who do they really expect to find the perfect laptop for under $1,000? Parents. They seem to be the only ones that Microsoft would recommend a laptop for $699 as configured, because parents must not do any of those other things that Microsoft mentioned above.