December 18, 2017

Helping PR pros make smarter decisions

Radio Roundtable – The Enhanced Screening Edition

Radio Roundtable – The Enhanced Screening Edition

This week, Jen Zingsheim is joined by co-host Sarah Wurrey, and the two discuss the TSA’s bad PR week and what that means in an era of social media, following formulas to become a “thought leader,” and what happens when your promotional video becomes the target for satire.

[powerpress]

This week’s discussion is 30 minutes.

  • First, Jen and Sarah discuss the firestorm over the TSA’s revised pat-down procedures, and how the situation is playing out online. From “don’t touch my junk” guy to online patient communities detailing the problems they are facing with the new security measures in place, social media and the Internet are playing a big role in communicating the new measures to the public. But clearly, these descriptions are outweighing any PR the TSA can devise, let alone respond to. Yes, TSA has a blog, but as Sarah points out, their response hasn’t been to listen and understand–instead, they’ve used it as a platform to express surprise that anyone might have an issue with the screenings. Will the bad PR be enough to cause the agency to revise its procedures, or will they remain intractable?
  • Next, they take a look at Doug Haslam’s recent post about thought leadership, and how the explosion in online social media personalities makes it harder to discern the true thought leaders from those who simply are good self-promoters. Jen points out that if there is a formula for this, it has less to do with “get a book published” and more “have thoughts others find compelling.” Sarah notes that this was probably predictable as thought leaders naturally surfaced when the social media community was small; now that it is much larger it’s far harder to know everyone–and therefore, who to trust actually *is* a thought leader.
  • Finally, they talk about Publicis’ spoofed Twitter video, and the dangers of putting social content “out there” that is ripe for satire. Sarah points out that it is important to maintain a sense of humor about these types of things, and that if there’s no real damage to the brand (and there doesn’t seem to be here) it’s all in good fun and reminds us all what can happen to social content–it can be adopted and revised once it is released to the wild.
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