PR FROM THE BEACH

Tough new reality for PR professionals - virtual communication

For years now I've been struggling to get practitioners to use video (yes I know I'm using text here but this is a text-based place). It has been an uphill struggle but I'm happy to say that more than a few of them are having a go now. So I wondered, as I eagerly unwrapped my Google Cardboard this morning, how long it will be before they get to grips with virtual and augmented reality and the huge opportunities presented by these two forms of communication.

Up Periscope or Down Meerkat - will public relations dare to win?

I can honestly say I haven't been this excited about a new network or app since Twitter launched. With the advent of live streaming video apps, Periscope and Meerkat, a whole world of possibilities opens up for public relations and communication professionals - if they dare. And, the chances are,  these apps will be the tipping point that shifts us even further away from text to total visual communication.

In case you haven't caught them yet, Meerkat and Periscope have been slugging it out in the live streaming space for the last week. Meerkat, launched to much tech joy earlier this year, allows you to broadcast live to your community - and the world at large - as well as schedule and tweet the fact that your doing it.  So far there have been AMAs (Ask Me Anythings), people's breakfast, dinner and tea, think pieces, observations, kids, cats, dogs and camps. I've developed a liking for a few seconds of sunrise and have shared the sun coming up over Rangitoto with people around the world still struggling through the night before.  Meerkat was the tech darling until (key change) Periscope, bought by Twitter, was launched five days ago. It does the same thing, except your footage is saved for replay. As a Twitter product it's fast gaining traction, so much so that the tech world is predicting the death of Meerkat, even though it is still in its infancy. Personally, the Mark Twain quote (or misquote)  'reports of my death have been greatly exaggerated' could be applied here as there's life in Meerkat yet.

So, that's the scenario - what's the potential? For public relations and communication management, simply enormous. Live stream your story to your community as it happens.  Let them see inside your place warts and all. Manage your crisis comms as it unfolds. It is the ultimate tool for organisational transparency and, if you don't build it in to your communications, someone else will. Whether they stream their conversation with your receptionist, broadcast during a factory tour, or filming their hospital dinner, this new 'live tv' will become our reality and our norm before you know it.

At a PR training course I delivered in 2006, I introduced newly launched Twitter as an essential communication channel - and lifeline - for PR.  News, crisis, issues, customer care - you name it, Twitter had the potential to deal with it all and for the first time you could use a network from anywhere. Sadly, those attending found it hard to believe and were reluctant to experiment.  The video apps launched this year have the same potential for good - and for bad. Periscope is already proving to be the harsher, more unkind environment. Meerkat has the better quality streaming but then you can only save your stuff to camera roll. There are ups and downs with both. Whatever happens to them as businesses, as a channel, network or communications tool, together they've changed the game. Let's hope PR isn't so slow to get on board this time.  Go on, I dare you - get out there and experiment.

 

Has Linkedin blown it with its new 'social popularity' tool?

I have to confess that I have never been a big fan of Linkedin. Probably wrong of me, but from the start it nagged me too much with repetitive alerts and updates. Groups were gradually taken over by sellers rather than debaters - which is fair enough, just not my thing. The news then, that Linkedin has introduced a new 'ranking' tool made me cringe, reminiscent as it is of high school popularity contests and all the angst that goes with them.

Beware the creeping algorithms softly invading your privacy

Hot on the heels of the EU Court of Justice ruling around the 'right to be forgotten', I attended the Auckland Writers' Festival debate with Iraqi/English scientist Jim Al-Khalili, Dutch historian Frank Dikotter, New Zealand privacy expert Bob Stevens, and British broadcaster, writer and comedian Sandi Toksvig.  

Under scrutiny was the topic 'Is privacy an outdated concept' and, while Jim and Bob made some interesting points around the nature and history of privacy, Sandi and Frank won the night (for me at least) with their arguments in favour of retaining and strengthening rights to privacy both online and off.

Responding with love on social media - not in kind

People frequently ask me how they should respond to negative criticism on social media. Today there is a great example from Honey Maid as to the best way to respond - with love.

 

Rising above the noise - is there anybody out there?

I've been up and down the country for the last few weeks talking with people about the coming changes online and the need for organisations to consolidate what they already do as they carve out their digital futures.

With device jumps galore just around the corner, the issues of user attention, engagement and real connections have been much under discussion.  We question if there is anybody out there listening to what we are sharing and rightly so. With so much noise coming from the machines we must be sure that we have identified our communities correctly and are actively serving their needs - not just broadcasting content ad nauseum.

I've embedded the deck from a recent session for you - enjoy.

 

Not if, but when: the radical reflection and PR rethink waiting around the corner

Imagine it is this time next year. Or even the year after when all the bugs are ironed out of the new web-enabled devices that will pop into Christmas stockings this December. Your organisation has some visitors arrive. They are all wearing Google Glass. What do you do? Ask them to remove their eyewear or accept that your interactions are likely to be live-streamed or captured on video to be shared with their stakeholders? 

Or you're serving in a restaurant. The customers come in, again, with wearable transmitting devices. Do you quietly present them with their meal or, as was the case last year, create a scene that ends in physical assault because the augmented-reality digital eye-wear cannot be removed?

In the same way that ten years ago the developments on the web disrupted the way we communicate and interact with others, bringing us to today's point of ubiquitous mobile engagement, the next wave of wearable (or implanted) devices  will change forever not just the way we communicate, but the way we live. I wonder how many people, organisations, businesses and governments are ready for this shift?

 

There are countless scenarios that can be conjured when you think about the effect the next wave technologies will have on our lives and, from a professional standpoint, they are scenarios that all public relations and communication practitioners should be rehearsing before they find themselves, and their organisations, 'always on'.  It is a big leap for most - a leap highlighted by the recent instruction to journalists not to tweet from a press conference. Even today this is a redundant instruction, but how would the organisation concerned react to the press conference being live streamed through a device such as Glass? The journalist attends a press conference as the representative of others. The expected delay between briefing and publication is the assumption of the host, based on older communication speeds and use of technology.  As a journalist, my expectation would be to get the information back as soon as possible, and, if that means as it happens, then all the better.

The reality is not what shall we do if this happens, it is actually what are we going to do when this happens - and that 'when' is just around the corner. It's not just Google Glass either. Many companies are working on wearable devices and the next 'next wave' is likely to include invisi-wear, such as contact lenses, implants and the like. Unlike today when people at least have to speak to their phone, pretty soon you simply won't know who is communicating 'elsewhere' when you meet as the process will be seamless and simultaneous.

I meet with a lot of people who debate and discuss their 'social media strategy'. Frequently it revolves around tactics on the big networks - Facebook, Twitter and the like rather than creating a digital strategy that underpins their organisational and communcation goals. Rarely does it include Google+ or Hangouts and it inevitably involves a discussion around how to convince the organisation involved that today's communication channels are chaotic, concurrent, confused and cannot be controlled. 

Over the last ten to twelve years I've said many times that the available technologies we have at our disposal don't simply transform the way we communicate - they transform the organisations themselves. That's where the biggest changes occur. Individuals and organisations that meet with success in social communication have inevitably undergone this transformative process from the inside out.  They have a clear understanding of their role, provision or service, they have identified the communities that are critical to their licence to operate then set about forming networks of engagement mutually beneficial for all those involved. Yet even those organisations will find themselves disturbed once again by the device-shifts ahead as the reality of what we do rather than what we say becomes the primary organisational asset it should have always been.

As a matter of urgency, I would hope that practitioners convince their organisations to focus on their inner workings and deliverables. To focus on their employees and how to equip them to be 'always on'. On their suppliers and customers and agreed levels of acceptable shareability. 

As the mobile phone is replaced in its ubiquity by the wearable or implanted device the question every public relations professional should be asking is this: how ready are you for the technology waiting around the corner and the change it will bring to your organisation?

Why Tongariro eruption should ignite New Zealand's infrastructure plans

The beginning of August saw Pacific Fibre close its doors after valiant attempts to finance and construct a second cable to secure New Zealand's connections to all things web. At the moment we have only the Southern Cross cable to keep us going, which to me seems utterly foolhardy - if not reckless. 

Azonto's everywhere - but what's your 'work dance'?

I've been really enjoying the spread of Azonto these last few months - and you know something has reached critical mass when the BBC starts analysing a trend and getting its reporters into the swing. 

From a work perspective, I've been delighting in the fact that the dance blends fun and heaps of non-verbal communication. It started out as a means of communicating what you were doing, what you were working at and how you were spending your time, before evolving into the Azonto that's tipping off dancers as to those in the room who'd like their phone number.

Always on? Germany looks at how to minimise 'constant contact'

As we move ever deeper into our socially connected world, with mobiles on, emails constant and tweets round the clock, how do we make sure we get a break?

Personally, I don't think it is the 'always on' challenge that's the problem - more the constant noise. Organisations need to think long and hard about how they give their people time to refresh and restore their brains away from the kerfuffles of highly demanding social engagement.

In Germany, as this piece from the BBC explains, they are looking long and hard at how they can minimise after-work intrusion.  I believe the biggest challenge rests in the way we change working patterns in a world where an immediate reply is an employment expectation. Many people work 'round the clock' as they serve markets away from their own time zone or geographic border, so surely there must be some merit in creating new jobs so that communicators and others who find themselves a slave to the web can operate a shift pattern - providing new work for some and rest periods for others.

It is high time that everyone looked for a solution to this conundrum, before those who find themselves 'always on' and immersed in noise end up burning out and switching off for good.