Crisis!

A lot has been written about Edelman’s handling of the Wal-Mart crisis. Since my last post focused on authenticity, I will skip repeating that they did not maintain authenticity, the most important attribute of communication today. For that, for shame.

However, I believe that how companies should handle crises has fundamentally changed as niche media gains power. The old way of handling crisis was to restrict the flow of information through a single spokesperson with a consistent set of messages. Toe the line. React as necessary. Now, that information speeds more quickly, communities foster word-of-mouth more closely, it is actually better to arm multiple spokespeople who have credibility and authenticity within each of the niche communities most affected in the crisis, and have them individually address the community. Customer to customer. Employee to employee. CEO to investors. And on down the line. Then, draw out threads in one community to show to the other by linking and sharing.

As a veteran of the Enron crisis, I wish I had known then, what I know now.

Launch Release

Some smart practioners are playing with the format and efficiency of press releases: related links, RSS feeds, SEO… Well, here is our old-fashioned press release with a few of the bells and whistles that we the community will grow into.

We are extremely proud and excited about what we are doing. We are helping companies communicate authentically, and it is powerful. Read on, please.

FOR IMMEDIATE RELEASE:

ATTENTION PR OPENS “SOCIAL MEDIA RELATIONS” AGENCY

New York, NY – Attention PR (www.attentionpr.com) today announced the launch of its “social media relations” agency. Founded by Curtis Hougland, who created successful new media practices for Middleberg and Ruder Finn, Attention PR helps companies directly and authentically engage communities online.

“The Internet is changing the way consumers interact and transact. So, how we communicate with these consumers through public relations must also change,” said Attention PR creative director Hougland. “The most effective media today triggers a social response and invites participation. Attention PR’s social media relations expands upon traditional media relations to directly engage communities most responsible for word-of-mouth.”

Attention PR’s core social media relations service includes securing the endorsements of experts and advocates, cultivating word-of-mouth among customers, employees, bloggers, pod casters, media and partners, and not only promoting, but also publishing and producing original content—the principal drivers of consumer attention today.

Attention PR has the capability of extending campaigns through paid media via its integration of Earthquake Media. Services include social media relations, which encompasses media relations, monitoring and response systems, content creation, viral PR, media buying and planning, sponsorships and crisis prevention.

Hougland founded one of the first joint online marketing and public relations practices in 1993. He was fortunate to work with early Internet pioneers such as AOL, CompuServe, Prodigy, Microsoft and Sprynet. As the creative director at Middleberg, he built the agency’s new media practice into one of the industry’s largest until its sale to Euro RSCG in 2000. Most recently, he used his new media experience to launch a successful film distribution company.

“Attention PR recognizes the dramatic increase in competition for consumer attention—of which there is a fixed supply and an unlimited demand,” continued Hougland. “PR professionals require new skills to manage communications amid the proliferation of niche media and adoption of social networking. Attention PR is able to solve today’s attention deficit through innovative social media relations campaigns across both non-paid and paid media.”

Attention PR was founded on the hallmarks of successful social media, authenticity and transparency. So, Attention PR was established as a partnership with profits to be paid to employees and an agency report card to be issued to clients quarterly. The agency also uses a customized wiki to collaborate with and update clients daily.

About Attention PR
Attention PR is a social media relations agency. The agency specializes in public relations campaigns that reach community influencers, spark word-of-mouth and produce and publish as well promote original content—the principal drivers of consumer attention today. Founded in 2006, Attention PR is based in New York. For more information visit www.attentionpr.com.

Tags: Public Relations, PR, Communications, Attention, Social Media Relations, Attention Economy, AttentionTrust
Related Links:
wordpress.com/tag/noah-brier/
www.attentiontrust.org
www.blogtalkradio.com
www.attentionmax.com
www.stumbleupon.com
www.goldhaber.org
www.root.net
www.attentionpr.com

RSS Feed: attentionpr.wordpress.com
Contact: Curtis Hougland
info@attentionpr.com
212.204.9215

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Authenticity

Over the last few weeks, I have been frequenting plush conference rooms and well-lit lobbies at Fortune 1000 brands. Here is what I think I know:

You do not own your brand; your customers own it.

Authenticity is the single most important filter for your communications. If you fail to be authentic, you are communicating to me, and not with me.

So, don’t be afraid to be different things to different people. The nature of niche media requires it. Authenticity requires it. Your customers require it.

We help companies communicate authentically. It is really that simple.

Confusing Buzz and Word-of-Mouth

Communicators continue to make decisions based on the flow of buzz rather than word-of-mouth. And the confusion between the two is causing some of the Luddites in the corpcomm world to question the efficacy and persuasive power of the photosphere. It is misguided to think that word-of-mouth online is insubstantial, although buzz, known by hype to the publicity wonks, often is. In APR-parlance, consumers who have NOT tried a product or service generate buzz, and word-of mouth are consumers who HAVE sampled a product or service. Buzz is far more ephemeral, unpredictable and episodic, and word-of-mouth is more authentic, palpable and bankable. It is the difference between “Borat” and “Snakes on a Plane” in a thimble. Buzz must be paid off by an authentic barter of your attention in exchange for a quality experience, which becomes word-of-mouth. As we have been building case studies of how both buzz and w.o.m. flow, we realize how vital it is that communicators must gauge where they are in the cycle to react accordingly.