Mike’s Points

Anyone in public relations or other professional communications position — and every public official and public figure, for that matter — should know that you can never — NEVER — win a battle with the media.

Now, yes, I’ve posted about how companies and organizations successfully “battle back with blogs” against the media. See here and here plus an update here.

Now, “battle” is a bit strong and I use it primarily because I like alliteration. But the examples I’ve blogged about did not battle the media directly. They were/are using blogs to voice their side of an issue, story, or just getting messages out to their respective audience(s) that they feel are not getting out via the traditional media means.

Prime examples of how people and organizations are really battling the media — and will ultimately lose — have come up of late.

First, locally. Toledo Mayor Carty Finkbeiner doesn’t like how WSPD-AM 1370 voiced opposition to a proposed bike path in one Toledo neighborhood. So, he called the A.M. drive host Fred LeFebvre a liar, and threatened to contact the station’s advertisers (see “stalemate”). Plus, Mayor Finkbeiner has banned all city employees from talking on air with WSPD, has stopped informing WSPD news personnel of news conferences, and stopped sending the station any news releases.

In return, WSPD has banned Mayor Finkbeiner from the station until he apologizes for calling LeFebvre a liar.

It’s getting pretty ugly and not good for Toledo, especially since it looks like WSPD is not backing down in its rhetoric of the mayor. But, ultimately, WSPD will win because it’ll have the last word.

Now, let’s go national, and get into the sports world. As you probably already know, the New York Knickerbockers — not liking the media scrutiny and criticism it’s been under this year, and of late regarding fired Coach Larry Brown — scheduled a news conference and only invited a select number of beat reporters and other media outlets (including one owned by the team’s owner).

Of course, the reaction to the Knicks’ poor media relations judgment has not been favorable.

Ultimately, the Knicks should stop its arrogance, open up, take the heat and move on. If the team wins, it’ll all get better. If it loses, the criticism will continue — justifiably. If Knicks management persists in excluding most of the media interested in its team, the team will be continually crucified.

Plus, that tact won’t work. Reporters are resourceful. They are paid to be. They’ll get the story — whether the Knicks like it or not. The Knicks can be left out, or it can contribute and do their best to get their side story out. In other words, participate in the conversation.

Locally, as I commented a day ago, WSPD should take the high road, skip the controversy tact, be reasonable and don’t tick off listeners with extreme programming. It’ll be better off in the long-term.

For the Toledo mayor, get over it. Suck up your pride as there are other issues that you will need WSPD and other media as allies. Or, at least, not as your adversaries.

– Mike

Technorati tags: Toledo, media, PR, public relations, New York Knicks

So, I was traveling for a few days, and thought I’d be a “big shot” and blog from the road.

NOT.

Busy during the day at McCormick Place. Busy at night with 7:30 p.m. dinners. Checking e-mail and doing some work afterwards. And, then to bed. Time to blog? Nah. Would rather rest. Besides, there are things more important than blogging.

Still, before heading home Thursday afternoon, I’d thought I’d check Bloglines.com/myblogs and see what I’ve missed. Geez. Looks like I missed a lot. For example:

Blogging Me Blogging You: five posts. (Should be able to at least glance through them by Monday.)

Bloggspotting: 22 posts. (Ah, too many. Will start with the current stuff Monday.)

Communications Overtones: four posts. (Doable.)

Media Guerrilla: five posts. (Yep, doable, at least to glance through.)

Media Orchard: 21 posts. (Not even gonna try. Besides, I’m sure there’s some moaning about the Mavs’ loss. )

Micropersuasion: 74! (Again, not even gonna try.)

On Message: six posts. (That’s pushing it.)

TalkShop: one post. (Even if another item is posted, can-do.)

And, looking over the rest, guess I’ll get caught up . . . . by next Thursday??

– Mike

Ah, the power of blogs has once again been proven.

“New York Times” Columnist Thomas Friedman responded this week to GM’s FYI Blog post about his column. Then, GM responded to Friedman’s response. (This back-and-forth could make me dizzy.)

Granted, a GM blog carries much more weight than most corporate blogs, or most any other blog for that matter, but the fact that GM’s post definitely caught the “Times’” and Friedman’s attention is very telling. In fact, GM says that very same point:

That the Times would respond in that way to any blog posting is significant.

Now that GM has responded to the “NYT’s” response to GM’s response (GM also responded about its efforts to get at letter printed by the NYT) to the original Friedman article, I wonder if next week, will Friedman offer his third counterpoint? (Again, Friedman’s articles are available only to TimesSelect subscribers, of which I am not; neither do I subscribe to the “NYT” print.)

While all this is educational, entertaining and worth watching, I wonder what — if any — affect it will have on how GM is reported in the “NY Times” (other than Friedman’s columns, of course). Usher Lieberman made this comment in my first post:

Make sure that when you take this tack you are prepared to forever sever your relations with that outlet. It may not come to that, but if you’re not prepared for that outcome then you are not prepared to take this kind of gamble.

It’s about picking your battles, deciding when the issue is important enough to publically air your views and comments about a media outlet — or customer or competitor or anyone you talk about on a public blog — and being sure you can take any consequences that may arise from your public blogging and online actions.

This even includes posting pix about you partying on MySpace or blogging about your employer.

– Mike

Technorati tags: GM, New York Times, Thomas Friedman, corporate blogging, PR, public relations

Geez, it’s amazing the traffic your site can get with a good trackback. I was one of the first blogs to trackback and reference the GM-NYT fun in early June. Since then, at least 174 visitors to Mike’sPoints have come from GM’s FYI blog. Far and away the single largest source.

So, sorry I’ve not blogged any “points” since then, but been pretty tied up with a client’s trade show in Chicago next week. Assuming there’s good stuff to blog about — like that’s really ever an issue — next week will be my first “on- the-road” blogging.

On that note, if there’s anyone in Chicago who’d like to get together, e-mail me.

– Mike

(UPDATED 8:40 a.m. 06/09/06: The GM blog noted below is not the FastLane blog as I first posted. The blog is GM’s new FYI blog. Okay, no more late night blogging. That’s two straight sloppy posts. I’m sorry.)

In the past week or so, GM’s FYI Blog has shown an important media relations/PR benefit to corporate blogs: If you don’t like how the media treats you, post your own news (or, opinion in this case). (For Part I of BBWB, see here.)

Well, the gist is that GM didn’t like a column by New York Times columnist (and author) Thomas L. Friedman. (The column is a TimesSelect, and I don’t subscribe. Though, you can get a free, 14-day trial.) According to GM, Friedman’s column said, among other things:

Imagine our shock when we read yesterday that GM is “more dangerous to America’s future” than any other company, is “like a crack dealer” addicting helpless Americans to SUVs, and is in a cabal with Ford and DaimlerChrysler to buy votes in Congress.

So, like any company who feels it has been wronged, it sought out to get a rebuttal and give its own side. Well, per another post Thursday, GM and the NYT couldn’t come to agreement on a letter to the editor.

So, GM posted its side of the story with the NYT, its original letter, its edited version, and the e-mail correspondence with the NYT.

WOW!

Granted, not every company is as big or demands the attention GM does. However, what it did can still be copied by other companies. And, you don’t have to be a “Fortune”-type company to do so. You just have to blog (hopefully, with an established blogging track record).

Even if you are new as a corporate blogger, if you find yourself in disagreement with a local media outlet, you can post your side on your blog, and let the other local media know (if you don’t think they are regularly visiting your blog). But, don’t go posting your $0.02 about every disagreement. Make sure it’s worth it. Like in all disagreements, pick your battles.

Looks like GM did.
– Mike

Technorati tags: GM, New York Times, corporate blogging, PR, public relations

(UPDATED 7:50 a.m. 06/08/06: Okay, sloppy reading on my part. The post at Corporate Engagement noted is not by Trevor Cook. It was by Keith Jackson. Changes have been made. Sorry.)

Well, now I can end my blogging career (just a bit shy of a year) — if I were to end it — on a happy note. Strumpette, the much beloved (relatively) new blogger about public relations agrees with me.

What, you don’t believe it? See for yourself:

The characteristics mentioned as to what makes a good flack are all tactical. However, they are all worthless without empathy. In our business, empathy is rare.

The comment came on a good post by Corporate Engagement’s Keith Jackson on a survey of how PR practitioners view themselves, and what qualities a good PR person should have.

I touched on that topic in February — and this is the part where Strumpette and I agree — about the qualities a public relations professional (whether in-house or with an agency) should have.

To sum it up, I listed:
Integrity
Empathy
Curiosity (or nosiness)
Being open-minded

Not sure how rare empathy is in PR, as strumpette notes, but it definitely is a trait that should be widespread. So, until we all can agree it is, then I guess I’ll just say it’s something we all need to work on.

– Mike

Okay, I’ll cut AC/BC some slack. My February post was before the strumpette blog started in March. So, if she/he/they would’ve been blogging earlier and read my post, she/he/they would’n't have made that empathy comment today. Heaven forbid that strumpette should develop credibility. (Though, think there could be some legit good signs.)

Okay, some of the below links may be from last week, but they are still pretty darn great. So, enjoy and ponder:

The “U.S. Soldier,” A Soldier’s Perspective (contains multiple updates after first being posted last week).

CyberJournalist SuperSearch, “One-stop shopping for your newsgathering needs,” according to Jonathan Dube. And, with a tool bar, too! Really cool.

Disclosing background of reporters makes sense, Mike Needs/”Akron Beacon Journal”

City maps Internet-for-all deal, “Chicago Tribune.” Free wireless access for all of Chicago? Yeah, but how will providers make $$?

HWH Public Relations’ Spam E-Mail Tactics, BadPitch Blog.

Perils of Blog Pitching, Edelman’s TalkShop

Why Bother?, Richard Edelman/6 a.m. (And, no, I’m not sucking up to Edelman or anyone. If I am, it’s to the Toledo-area bloggers.)

Bloggers Must Be Vigilant Against Astroturf Comments, Mark Glaser/MediaShift

When you think about blogs, geographically-speaking, what do you think about?

Me? I tend to view blogs as national in focus, or industry-/niche-focused. One of the great things about blogs, and the Internet in general, is the far-reaching reach they have. Blogs and the ‘net are open 24-7.

But, don’t forget about your local “blogosphere” — for the pertinent project or client.

Take a look at Toledo, Ohio (my area). No one would confuse Toledo for Blog Capital U.S.A., but the blog and online community is definitely active. I even have a few on my blog roll, over there, to the left. Scroll down a bit.

First off, there’s ToledoTalk.com. A great forum for questions and discussions on mostly local topics. Then, there’s a list of Toledo-area bloggers located at ToledoLinks and ToledoBloggers. (And, yes, I’m listed in each place.) There’s politics, current events, a bit of satire and even sports. All great stuff. (And, yes, I’ve been in contact with some of the ones I’ve listed here, in connection with work.)

But, what about other cities. No, I’m not going to “the Valley.” Nor am I going to NYC. I’m not even going to another Midwest city like Chicago. (Are there any bloggers in Chicago? I don’t think I’ve ever heard of any there? There’s definitely none in PR. )

What about Ann Arbor, Mich.? Well, of course there’s the obvious. Well, I found a community news-focused blog. Then, if you think Ann Arbor is overrated, you’ll have some company. Then there’s one that is supposed to be focused on the UM community, but seems to regularly have other good links. And, of course, you need sports.

So, you still want Big City blogs? (Sorry, Toledo is a great city to live in or near, but it’s not a major metro area.) What about Indianapolis? Okay, we’ll start with you Colts fans out there. But, what if you are into real estate? Or, you like birds? Or, you are looking for religion?

If blogs and WOM outreach are part of your public relations work, and certain regions or cities are important, research, participate with and support your local bloggers.

– Mike

Technorati tags: blogging, public relations, PR, local blogs

Thursday morning, I got into a bit of a conversation about who really controls a company’s brand. It was started by a guerrilla, then the conversation turned a bit poetic, then I finally got it “on.”

In all of that give and take, my thoughts on branding became a bit more crystal clear in terms of any discussion of control. And, no, I’m not going He-Man on you.

The company has the most — but not only — influence over its brand. Afterall, the company is the one that started the brand, and is most active in promoting its brand (through various forms of public relations, advertising, its graphic treatments, how its customer service and sales personnel interact with customers and prospects and suppliers, etc.).

The company projects its brand with a certain focus. If that projection is consistent and clear, the brand — for the most part — materializes as it is intended. (Remember, you can’t please everyone all the time.)

How that brand is viewed, is determined — but not solely — by customers, prospects, vendors, etc., who voice their perceptions on that brand. That voice is communicated through sales, interaction with the company, talking to friends, comments on blogs, and even mumblings under their breaths.

If the company likes the brand being portrayed by its marketplace, fine. It strives to continue doing what it’s doing and adapting as necessary.

If the brand being shown is not what the company intended, it (ideally) makes the necessary changes and communicates those changes to the marketplace.

There. Is that clear?
– Mike

Technorati tags: branding, social media, Media Guerrilla, Hyku, On Message