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The Great Face Off – The Day Social Media Became Antisocial

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By Doug Weller

On 18 February 2021, Facebook pulled the plug.

Australian Facebookers woke to find they could not access or share Australian news via Facebook.

Unfortunately, organisations including some government departments, charities, community sites and others were bundled into the ‘news’ category and were also blocked.

News consumers could still access news directly in other ways, such as via the news organisation’s websites.

The solution for others – especially many community Facebook sites – wasn’t as easy.

Some of these organisations rely purely on their Facebook site to connect with their clients and audiences.

The stoush was all over the Australian Government’s proposed media laws forcing Facebook to pay for Australian news content shared on that platform.

Facebook said, “The proposed law fundamentally misunderstands the relationship between our platform and publishers who use it to share news content. It has left us facing a stark choice: attempt to comply with a law that ignores the realities of this relationship, or stop allowing news content on our services in Australia. With a heavy heart, we are choosing the latter.”

The bunfight was resolved a week later.

In the meantime, Facebook apologised for the situation, claiming the impact on government departments, charities and community sites etc was an unintended consequence of the news ban.

It moved to restore the ‘non media‘ sites, but some were blocked for hours or days.

For those organisations which over the past 17 years have slowly built their communications with customers and clients exclusively via their Facebook sites, it was all quite a shock.

Suddenly they realised that there was no Plan B. No Facebook, no connection.

People who needed their services had nowhere to turn.

Plan B

So, what should a Plan B look like?

A website, where you have a lot more control, is a good start – but it can be expensive to setup and maintain.

Direct mail is also good, but again very costly.

Have a presence on more than one social media site and ensure your customers and clients know their options if one site is blocked or not accessible.

A database of phone numbers is a great backup so you can quickly text or call clients and customers and direct them to a phone number or email.

It is also very important to have a copy of the material you post on social media sites. Can you access your material, information and messages if that site goes down?

The Facebook ban highlighted the danger of relying solely on one social media platform to reach your target audience.

The disruption was short-lived. That was no consolation for those who urgently needed help from organisations, such those that provide help from domestic violence when the site was down.

Without even really noticing it, we have handed enormous power to Facebook and other social media platforms.

Some organisations have become too reliant on them, basing their audience communications around ‘free’ social media sites.

Social media is a great way to connect, but you must have a Plan B in place if the platform, intentionally or not, pulls the plug.

Make sure your audience can access your services and receive your messages if your main social media platform is not available.

Fortunately, the Australian Government and Facebook found a resolution in this case.

But what about next time?

Have your Plan B ready to roll and test it to make sure it works.

Information Only

Any information presented on our website is general. It is not a substitute for professional advice.

Further Assistance

To get the most from your media opportunities and avoid the danger zones, contact Corporate Media Services for more information about our training programs and media consultancy services.

All Corporate Media Services training courses can be conducted online.

For information and bookings please call 1300 737 913 or Director, Doug Weller 0412 298 905.

Sources

Facebook’s botched Australia news ban hits health departments, charities and its own pages

Facebook to ban Australian users from sharing news content

Facebook agrees to reverse news ban on Australian sites after striking deal with federal government (sbs.com.au)

In Case You’re Wondering – Nothing’s Off-The-Record

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Donald Trump’s former personal assistant learnt a brutal lesson about going off-the-record with journalists.

According to CNN, Madeleine Westerhout attended a dinner in New Jersey with Deputy White House Press Secretary, Hogan Gidley, and several reporters. These dinners are common and typically treated as off-the-record.

CNN says when Gidley left the room to attend to media commitments, Westerhout remained in the room with the reporters and divulged intimate details about Trumps family.

It was a career ending conversation.

What is off-the-record?

Off-the-record is common. It is often confused with background briefings which are an opportunity to give journalists background to a story or issue.

Background briefings can be very useful for both sides. They can help journalists understand complex issues, enabling them to hopefully write a more informed and accurate story.

Backgrounders, as they are called, can easily slip into an off-the-record discussion.

That’s the dangerous point for people who don’t understand the rules.

So, what is off-the-record?

Generally, it is information you are giving to a journalist which may benefit you and them. But usually the information is not to be used and certainly not attributed to you. It’s often used in politics to damage a rival.

But different journalists have different views of off-the-record.

Some may feel they can use off-the-record information to gain further details from another source. Some may believe they can use your comments but not your name.

You need to be absolutely sure of how a journalist interprets off-the-record and you must be certain that they will respect the off-the-record agreement.

Many people, such as some experienced media and communications professionals, use off-the-record with journalists they trust.

But with so many journalists and so many different off-the-record interpretations, our advice to media training participants is very clear – nothing is off-the-record.

Off-the-record comments can become the story

Regard anything you say after “hello” as quotable.

This rule was forgotten recently by someone who should know better; an airline spokesperson whose comments were included in a negative story.

Low cost airline, Flybe, should have been basking in positive media attention after The Duke and Duchess of Cambridge, Prince William and Kate Middleton were passengers.

For most organisations, having the British Royal Family use your services is a golden PR ticket.

However, Prince Harry had just been criticised for flying on private jets after publicly declaring everyone should be lowering their carbon footprint.

Prince William travelling on a commercial flight therefore should have been a good news story for Flybe.

But instead, the airline faced a messy controversy surrounding carbon emissions.

The Daily Mail reported that ‘The 8.40am flight the royal party took from Norwich to Aberdeen…is normally operated by Scottish company Loganair on behalf of Eastern Airways, Flybe’s franchise partner.’

The spokesperson for Eastern Air, which manages the route, was questioned on why an empty Flybe aircraft was ferried in to replace the Loganair aircraft.

Flying in an empty plane to replace an existing plane, reportedly for Flybe brand promotion, is obviously far from environmentally friendly.

The spokesperson’s comments to the Daily Mail then became part of the story:

In an extraordinary conversation, Eastern Air spokesperson reportedly told the Daily Mail they were “completely unconcerned” what this newspaper was intending to publish, describing the scenario put to them as “immaterial, as long as all their passengers had a nice flight”. Asked repeatedly whether the spokesperson wanted to correct anything that had been put to the reporter, the answer was “no – write what you want to write”. The spokesman eventually said, after prompting, that they would provide a “one-line statement – for what it is worth”, but despite repeated requests to both Eastern and Flybe nothing was sent by the time of going to press.

Sometimes it’s media and PR officers who make major mistakes when speaking to journalists.

Under pressure, they can forget that basic rule – everything after “hello” is quotable.

It’s very easy to go off-the-record with journalists. But casual conversations that at the time don’t seem to be a big deal could become part of a story, or become the story itself.

Journalists work in a very competitive and fast-paced environment. When you are communicating with them you need to be on the ball from the word go.

Remember

Understand the difference between background briefings and off-the-record.

Be aware that if you say something flippant and it’s newsworthy, it could wind up on the front page.

Always remain professional.

Most importantly know the rules around off-the-record, what off-the-record actually means and how the journalist you are speaking with interprets it.

Leave the off-the-record game to experienced media people who understand it. If you’re not highly experienced at this game, nothing is off-the-record.

Regard everything after “hello” as quotable.

Information Only

Any information presented on our website is of a general nature only and is not intended as a substitute for professional advice.

Further Assistance

If you want to know how to make the most of your media opportunities and avoid the danger zones, contact Corporate Media Services for more information on how our training programs or media consultancy can help you.

Sources

Airline bosses ‘flew an EMPTY aircraft 123 miles to Norfolk to pick up unwitting Prince William and Kate’

William and Kate spotted on budget £73 FlyBe flight following Harry and Meghan private jet controversy

‘I love Tiffany’: Donald Trump defends daughter after Madeleine Westerhout ousted from White House

 

I Really Do Care About Melania Trump’s Jacket Fiasco

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By Doug Weller

The distressing humanitarian crisis over children separated from their illegal immigrant families, then held in a US Department of Human Services facility, made global headlines. But sadly, Melania Trump’s jacket made sure the headlines kept rolling.

The media coverage and public outrage over the humanitarian issue finally led to the policy being overturned when Donald Trump, in a rare move, admitted an error and flipped his decision regarding separating children and parents.

So, when Melania Trump set off to visit some of those displaced children in Texas, wearing a jacket emblazoned with ‘I really don’t care, do you?’, she left journalists and the public baffled.

The point of the trip was public relations – to show compassion. But the jacket and its message blew that to bits.

Mainstream media and social media erupted and “insensitive” was the message of the day.

The first lady’s spokesperson, Stephanie Grisham, was quick to clarify “It’s a jacket. There was no hidden message. After today’s important visit to Texas, I hope this isn’t what the media is going to choose to focus on.”

YES! That is absolutely what the media focused on!

If the first lady jets off on a goodwill mission, wearing a jacket literally stating that she doesn’t care, the media is going to go bonkers.

Of course, the story became all about Melania Trump’s jacket and the White House was left in damage control about its damage control mission.

Media is more than just messaging. It is more than just words. Location, backdrops, body language and even clothing matters.

Those non-verbal cues portray visual messages to your audience and should support your spoken message.

There’s plenty of research out there which says visuals are more important than words.

In this case, the message on Melania Trump’s jacket totally undermined the original intent.

Media messaging disasters happen.

People saying the wrong thing. Saying it in the wrong way. Standing in front of the wrong backdrop. Wearing the wrong clothes.

Most of the time it’s people who don’t understand the media who make these mistakes.

They front the media unprepared and miss the mark. Sometimes the personal and organisational reputation fallout is horrendous.

But when you’re the first lady of the United States, with a team of high powered media advisors, how does such a media disaster happen?

Media and communications professionals are paid to advise people on what to say and what to wear.

It’s almost impossible to comprehend that at least one of these very experienced media advisors, who walk the corridors of the White House, didn’t spot Melania Trump’s totally inappropriate jacket.

We saw the wife of the wealthy U.S. President, boarding the very expensive Air Force One, on a damage control mission visiting displaced immigrant children, wearing a jacket stating, ‘I really don’t care, do you?’

Perhaps the first lady simply didn’t think through her jacket choice. But any media officer, junior to executive, should have picked it up. Maybe they did but she didn’t listen.

What should have been a positive media event became a media train wreck. It completely undermined the event and the compassion message.

If you’re going to start dealing with the media, think about what you’re saying, how you’re saying it, where you’re saying it and what you’re wearing.

If you don’t know how to do that, find a competent media advisor who does and listen to their advice.

Information Only

Any information presented on our website is of a general nature only and is not intended as a substitute for professional advice.

Further Assistance

If you want to know more about how Corporate Media Services’ training programs or media consultancy can help you make the most of your media opportunities and avoid the danger zones, contact Corporate Media Services for more information.

CBS Social Media Crisis Following Vegas Shooting

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By Doug Weller

The CBS social media crisis following the tragic Vegas shooting highlights why social media protocols are so important for organisations.

Are there any words to describe the awful mass shooting in Las Vegas?

I was in Las Vegas only weeks before the incident, so to see what occurred there was surreal.

The headlines were hard to miss as the horrible tragedy unfolded.

Social media chatter intensified as people absorbed the news. Sadly, fake news stories about the shooting were also prominent online.

Social media is part of our lives and it’s an important communication tool if used correctly.

But inappropriate comments on social media, especially after a tragedy like Las Vegas, can damage an individual’s reputation and the organisation they work for.

Inappropriate comments can lead to social media storms that are sometimes hard or impossible to control.

Damage control

Viral PR disasters occur regularly on social media.

The shocking news quickly spread worldwide that thousands of people had been sprayed with bullets at a Las Vegas music festival, killing many and injuring hundreds.

In the immediate wake of the Las Vegas massacre, a high-ranking CBS employee made insensitive social media comments. Those comments left the media giant in damage control and the person unemployed.

Hayley Geftman-Gold worked as a vice president and senior legal counsel at CBS, New York. This was her Facebook post:

Image Source: @Breaking911

In response to the public outrage over the comments, CBS swiftly terminated her employment, stating:

“This individual, who was with us for approximately one year, violated the standards of our company and is no longer an employee of CBS,”…“Her views as expressed on social media are deeply unacceptable to all of us at CBS. Our hearts go out to the victims in Las Vegas and their families.”

Ms Geftman-Gold later issued her own personal apology:

Image Source: Mediaite

It’s amazing that a lawyer, working for one of the world’s largest broadcasters, wasn’t aware of the ramifications her social media comments would have.

Organisations need social media protocols

This incident highlights the need for businesses to have social media protocols in place and ensure all staff and contractors understand those protocols.

Social media is prolific and often the source of news stories. It’s here to stay.

Businesses must take social media communications seriously, especially when employees act contrary to corporate values.

Staff should be aware of their employer’s social media rules and they should also understand the consequences for online actions that threaten reputations.

Information Only

Any information presented on our website is of a general nature only and is not intended as a substitute for professional advice.

Further Assistance

If you want to know more about how Corporate Media Services’ training programs can help you make the most of your media opportunities and avoid the danger zones, contact Corporate Media Services for more information. Email your enquiry now to info@corporatemediaservices.com.au or call 1300 737 913

Sources

Twitter

The Washington Post

Fox News

Mediaite

LifeHacker

 

 

Sir Joh

Answer the Question!

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By Doug Weller

There have been some subtle changes in media message delivery over the years – subtle but important.

Back in the days of the former Queensland Premier, Joh Bjelke-Petersen, Sir Joh Mediathere were many media players who refused to answer the question, but Joh turned ignoring questions into an art form. Comedians got great mileage out of it, “Don’t you worry about that”.

Then, the easy way out of a tight spot during media interviews was often to ignore the questions and punch away at the key messages. In fact many people still think that is the way to go.

I was shocked when I was asked to speak to some media students about media communications.

During the intro the host said “Now Doug will tell you how to refuse to answer questions during media interviews”. I had to do some fancy footwork to make sure I didn’t embarrass the host because that is not the way to conduct media interviews.

Journalists, and in my view the community, are sick of people refusing to answer media interview questions. The ‘ignore the question’ days are over.

You need to be believable and convincing in media interviews – this means responding to journalist’s questions.

Yes, it’s absolutely crucial that you go into your media interviews with clear, concise, jargon free messages. But those messages need to be delivered credibly.

It’s easy to respond to questions and also go to your message.

At the end of the day journalists want to leave any discussion or interview with a clear understanding of what you’re saying about a particular issue.

Responding to journalists or commentators questions is absolutely crucial in live radio, or TV interviews.

In some cases interviewers will simply repeat the question if you refuse to answer it. I’ve heard entire interviews where the journalist asks the same question again and again because it hasn’t been answered.

This doesn’t reflect badly on the journalist, it reflects badly on the interviewee.

Politicians are under increasing pressure to get it right.

Australian Deputy Prime Minister, Julie Bishop, is normally an excellent media performer.

But when she was asked during a radio interview to explain the nuts and bolts of new ‘transition to retirement’ rules, she attempted to give a vague answer and return to her message – it didn’t work.

Image Source: 3AW693 News Talk

Image Source: 3AW693 News Talk

Sometimes it’s OK to ignore the odd question and go straight to the message, especially in a heated interview. But not during an election campaign and not when you’ve upset the hell out of a stack of retirees.

Politicians, or anyone for that matter, need to be very good at explaining the detail when they’ve delivered painful change.

If you’re in the head space of ‘don’t answer the question, just deliver the message’, stop it. Those days are gone.

The other lesson from the Bishop interview is that giving vague answers and then going to the message no longer cut it, especially with interviewers like Neil Mitchell.

If you want to be credible in the media, send a clear message to journalists and audiences that you are willing to answer questions put to you.

Always deliver appropriate messages that are of value to you and that answer the question.

 Information Only

Any information presented on our website is of a general nature only and is not intended as a substitute for professional advice.

Further Assistance

If you want to know more about engaging with the media, contact Corporate Media Services for more information about our media training programs and services. Make an email enquiry now… or call 1300 737 913