Skip to main content

PR, Social Media, and Relationship Building

A few years back, when I worked for a large global company, a major NGO launched a campaign against us. I found it fascinating how so many people felt it was a major campaign by that org (no, it wasn't). Actually, from their side, it was simple. One of their directors wrote an article for the Guardian, then their network of Blogs and MySpace accounts posted links to it with a "call to action" (call/fax/email "us"). This had a significant impact on us, and received a fair amount of media coverage.

This campaign utilized very few resources on the NGO's side. The largest effort was the writing of the article. Well, that's in regards to the campaign. The real work for this was years in the making. They built and maintained a large, global network of advocates. The NGO interacted regularly with them. Information was shared, input solicited, and the audience was listened to. Relationships created and maintained with two-way discussion. Then a blend of MySpace (it was a couple of years ago) accounts (pretty much every college branch had it's own page), email newsletters and alerts, and a trust relationship made executing this easy and fast.

This relationship was key. Social Media simply provided the tools for speed. Relationships are THE currency of NGOs and activists.

Businesses (well, any org) can't wait until the crisis to engage and expect to be accepted as anything other than defensive. Business' long history of spin and abuse produced a legacy of distrust. Sure, this is generalized out, perhaps unfairly. It can be whined about, or embraced and dealt with.

Comments

Popular posts from this blog

Learn About An Indian-American Couple Who Adopted White Children

This article, over at Huffington Post, provides a different look at race in America.

We’re Indian-American With Adopted White Children And Here’s What People Ask Us

A lovely, gentle piece exploring a mother's love for her children, both from birth and from adoption. I particularly enjoy the voice she adopted.

Some great lines in there. My favorite: "The hyphen will define us more than the terms themselves...", which tells a big part of the story about race in the United States right now.

I doubt Ms. Iyer thought much about the social experiment she would be opening up. I expect, simply, that she and her husband followed their hearts and opened their homes.

She opened my mind with her writing. I hope the same for you.

A few photos from my evening walk

A few shots from my evening walk.

Click on the image to be taken to my Flickr page

Reflecting on "Career"

My career has been rather unique. At least when compared to so many of my friends.

It's been terribly linear. I've orbited around administrative/secretarial/office manager stuff. Orbited, and sometimes even held those titles.

But it's not been a deliberate effort.

Mostly, my employment has centered around taking advantage of opportunities. I generally consider the growth and development opportunities, long-term viability, and all that sort of stuff. Ironically, once I tend to be in a role, I generally settle in. Not sure that's the best way to live, but that's what tends to happen.

The universe rarely lets that happen.

My main element of deliberation: family. That's what's been important to me. Now, both at Starbucks and at Microsoft, I didn't see how deeply that was. When I left Microsoft and decided I wanted to focus on eliminating my commute. I concentrated on Snohomish County, and was interviewing with Boeing before I was hired with C&K Real Est…