Saturday, July 12, 2008

When Social & Traditional Media Converge

FOX Cable was certainly in the news this week and received a lot of ink in our Veritas e-newsletter Touchdowns and Fumbles (TD&F) as a result. In addition to the Jesse Jackson – Barack Obama debacle that had its genesis on FOX, there has been another, equally political battle ensuing.

When the cable giant hit back at The New York Times for a television ratings piece that suggested it was losing ground to rivals CNN and MSNBC, it did so with blunt force. On a recent morning Fox & Friends segment the hosts attacked the article’s author, Times journalist Jacques Steinberg and his editor (and former FOX affiliate employee) Stephen Reddicliffe, alleging “sour grapes” on the part of Reddicliffe and calling Steinberg his “attack dog” . Citing online magazine Radar as the source, the hosts went on to suggest that Reddicliffe was making a million dollars when he was at FOX affiliate Reader’s Digest and that when he was fired and moved to the Times his salary dropped ten times establishing motive to grind his axe. This on-air rhetoric was accompanied by photo-shopped images of the two that dramatically distorted their appearance in a misleading and unflattering way. While the hosts at no time came clean that the photos had been photo shopped - when the image of the pair’s faces inserted into a poodle and master photo appeared, the tone of the story was obvious. Check out the segment at http://mediamatters.org/items/200807020002.

The blogosphere lit up. First Radar clarified that the item to which FOX was referring, was actually a story repeating rumours from other blogs that were characterized in the Radar piece as a “bit of a stretch" and a "neat little conspiracy theory."

Then the back and forth, which my colleague Kathy Barnett has dubbed "Blog Rage" - the snarling, gnashing of teeth and personal attacks between journalists from each of the outlets and amongst the unwashed masses over the matter - began.

When New York Times columnist David Carr weighed in to defend the honour (and appearance) of his colleagues, with a scathing broadsheet response that called the FOX image alterations “anti-Semitic” he not only fuelled the blog-o-fire but his explosive allegation moved the online debate back into traditional print and electronic media across North America, positioned as a full scale battle between the New York Times and FOX.

That coverage, including an entertaining Globe & Mail missive written by one of my favourite scribes Sinclair Stewart, was riddled with references to and quotes from – you guessed it - the ongoing blog debate.

While I have already tackled the communications fumbles of both the Times and FOX in TD&F this week, I’d love to hear what others think of photo-gate and the ensuing battle. What does that say about both news organizations? If you haven't done so already, check out TD&F this week and feel free to let me know whether or not you agree with my point of view there.

But one other perspective I’d like to explore is the obvious reliance on the blogoshpere for story fodder and commentary in this case and look at what that means for both news and for PR today.

First, FOX took an on-air, personal swipe at Stephen Reddicliffe based on information it sourced from an online publication that had in turn sourced it from a number of other blogs and so on and so on... Then the ensuing battle and personal attacks in the blogosphere became colour to support the supposition that there was a battle raging between the two news organizations when the story made its way back into traditional media.

So at essentially every touchpoint as this situation has unfolded, the opinions (and that is all that blogs are) of individuals who may - or in most cases - may not be, personally involved, have had the potential to be relevant somehow. Taken a step further, what it really means, in my view is that every opinion has the potential to be a source of news or a voice to support a news story.

Clearly, FOX crossed a line by citing unsubstantiated rumour as fact. I am going to hazard a guess that they knew they couldn’t really defend that information. But as the blogoshpere explodes and becomes more relevant as a place where people share opinions, how many other news organizations will (knowingly or not) do the same?

What this means for PR is that we are obligated to ensure our clients understand the power of online social networking not only as a platform where costumers and consumers go to get and share information and opinions but also as a source of news for traditional media.

Anyone who thinks that a blog post or point of view about a product or service might never find its way to the national news simply has their head firmly in the sand. Blog search engine Technorati estimates there are more than 112 million blogs in existence today. Think about how many voices could be talking about any particular brand at any given moment…staggering!

Friday, July 11, 2008

Wednesday, January 2, 2008

Faster Horses and Boxes

"If I asked my customers what they wanted they would have asked for a faster horse". That Henry Ford quote happens to be one of my favourites. I think about it (and use it) when head scratching around how to take our business to the next level.

Barrie Mckenna recounted it recently in his December 31st feature on Disruptive Innovation in the Globe and Mail ROB - a quick but good read of 10 key corporate innovations of 2007 from Southwest Airlines to RIM to vitamin water. The term "disruptive innovation" was coined by a Harvard Business professor to describe products or services so BIG that they displace all similar offerings that came before. So where do these ideas originate? Referencing the famous Ford quote, McKenna argues that companies may be looking in the wrong places for the next big idea. Hmmmmmmm.

As I sit at my desk today looking out upon an entirely new year, I am partly reflecting on the ideas and innovations that we experienced last year. For Veritas 2007 saw a merger, a move and the launch of 2 new practices - TAKE COMMAND a unique crisis management service and Com.motion, our new social media practice. It was a pivotal year for us. And though I am enjoying the reflection tremendously (now that I am seeing it in the rear view mirror, of course) what gets me most excited is really contemplating our NEXT BIG thing! What is it and where will it come from? Will it be led by our customers or - as Henry Ford implied - will it lead our customers to somewhere they could not have otherwise imagined? No doubt, I am not alone in that frame of mind today.

I recently heard a terrific Harvard Business Review Magazine podcast with Kevin Coyne, co-author of the HBR magazine article, Breakthrough Thinking from Inside the Box. The point Coyne makes is that asking people to 'think outside the box' tends to result in disjointed ideas that "ricochet off the walls", as he says. Using interesting anecdotes he talks about developing ideas without traditional brainstoming simply by finding other boxes. It is about having a structure for ideation that leads to good strategic thinking and he discusses a number of questions that can be asked to help develop killer ideas without being too far outside the proverbial.

Here are five sample questions:
1. Who uses our product in ways that we never expected?
2. What is the biggest hassle of purchasing or using our product?
3. How would our product change if it were customized for every user?
4. What customers could be major users if we could eliminate one barrier to use that we've never considered elimintaing before?
5.Which technologies have changed the most since we last updated our product?

I look forward to spending some time in this arena discussing the innovations that will shape our world in 2008 and beyond with you. Wishing you a year of BIG ideas!

b