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I was watching the late news on Friday night and saw a story on the challenges that CTVglobemedia is facing. The Vancouver Sun has a good article on what the media giant is dealing with. Being a media junkie and a communicator, I have been watching the shift in the media for quite some time – but on Friday, it really hit me that the news business is in trouble and not just in Canada. Denver’s Rocky Mountain News closed its doors on Friday. According to many reports, there are a lot of other print papers in economic trouble – including the Los Angeles Times and the Chicago Tribune.

The recession has certainly hurt all of these media outlets. The big advertisers aren’t buying what they were and everyone is being affected by cut backs in spending.

For some of these media conglomerates, like CTVglobemedia, there are other issues that are facing, including the cost of doing business in the face of growing cable networks. These are big issues and ones that these companies and the CRTC need to find a way to solve to everyone’s satisfaction and benefit.

There is another point that I think isn’t being covered as much and I believe it has had a huge impact on mainstream media – it’s the online world. The Internet has changed everything. People want to be communicated with differently now and this is a challenge for some of the big news organizations. When we had Kirk LaPointe of The Vancouver Sun in as a guest speaker to one of our Conversation Over Coffee sessions earlier this year, he spoke quite candidly on the topic. I think Kirk really “gets it” and is focused on finding a new paradigm for media. But they aren’t there yet, in part because the audience is still evolving and discovering what and how we want it – when it comes to receiving and sharing information online.

While it has taken more than a decade, the majority of us turn to the Internet for news, information and connection. There are more opportunities now for an organization to share information. Your story might not make it onto the television broadcast or in the newspaper, but it might be covered online. And of course, it isn’t just mainstream media that puts out news and information now – bloggers, people on Twitter, Facebook, MySpace and YouTube are all sources that people turn to. There are great opportunities to reach out and tell a story through other channels, often channels that provide an opportunity for feedback, conversation and an authentic connection.

I read a lot of blogs and I love them. But I can usually tell if a blog writer has a journalism background without reading their bio. There is a recognizable approach to reporting and writing that trained journalists bring to their work.

Journalists are an important part of how we hear about what is going on in the world and they are crucial in our society. A great journalist can bring clarity to a complex situation. Well researched articles that are thought out and provide an unbiased context are invaluable.

I worked at Maclean’s for a long time and while I still look forward to receiving the hard copy magazine each week, I don’t wait. I am online checking it out, along with about a dozen other mainstream media, a whole lot of blogs, and other online publications. My Twitter feed (I use Twitterpod) sits on my desktop and I watch information roll as I work. I think it is going to take people like Kirk to help lead mainstream media into a sustainable business model – and I hope it happens sooner than later. Good journalism is an important component of an informed society. And as a communicator, I am a big fan of a community that has access to a range of information from a variety of sources.

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While there is a lot of talk online about the death of email – given the number of items to read in my inbox, I am not so sure. There seems to be a growing challenge with the use of email. We may have become so used to quickly sending or replying to emails, that we forget—especially in a business context—that this a form of communication. As quick and easy as it is, we should still be thoughtful about it.

We’ve all heard of the embarrassing emails that get sent to the whole company instead of just that one special person that the risqué message or picture was intended to surprise and delight. And there are lots of stories online and in traditional media about emails that were meant to be kept confidential within an organization but were leaked. It’s important to think before you hit send, that’s a fact.

This blog is a little reminder about those daily emails that we all send – to colleagues, clients, contractors, suppliers and to other stakeholders. The instant reply syndrome seems to have taken a little out of the thought process that should go into these pieces of communication.

Using email correctly is important – it showcases that you are a professional and it increases efficiency. Used properly, it can also help to reduce miscommunication and misunderstandings.

We did a quick outreach to a few friends and colleagues – from CEOs to journalists to customer service reps to ask them what they think. Below are a few of the tips to help you create effective email:

  • Use spell check.
  • Keep your email short (if it is longer than two paragraphs, call the person and send a follow up email).
  • Understand how to use To: (the person that will respond), Cc: (those that should be kept apprised), Bcc: (the person you send it to in order to cover your butt).
  • Use a signature with your name, email and phone number on it.
  • Limit your use of smiley faces unless it is a personal email.
  • Remember that a person can’t hear your tone of voice in an email. What may seem funny, witty or smart to you as you write it, may come across as arrogant, sarcastic or just plain mean when read.
  • Use the subject line to reflect the content so that people can find the specific email again, if they need it. (This is one of the biggest pet peeves we heard!)
  • If you are emailing back and forth about a topic – use numbers. (For example: Corporate retreat, Corporate retreat – 2, Corporate retreat – 3 – change in venue.)
  • Don’t put anything in an email that you wouldn’t say in person.
  • Don’t put anything in an email that you would be embarrassed about if it was forwarded to your boss, your staff, the board of directors, the CEO or the media.
  • Don’t forward jokes or chain emails.
  • Respond to emails within one business day (or sooner, if possible).
  • If you are out of town and will not be responding, set up an out of town automatic reply so people are aware of this.
  • Don’t write an email when you are angry.
  • Think before you hit send.

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There are many resources online to help communicators that would like to learn more about social media. PR News has just launched PR Peeps, an online communicators’ network created to bring together communications professionals across all aspects of the industry including agencies, corporations and non-profits. Membership is free and while the site is pretty new (it only launched a week or so ago), it looks like it might be of value.

One of the best sites online is Ragan.com. While it is U.S.-based and tends to be a little U.S. centric, there is an abundance of great information available here – from case studies to articles to blogs to videos and other resources to help you do your job. There are two levels of membership – free and paid. While the free has some great content, we subscribe to this site and it’s well worth the cost.

There are of course many blogs that focus on communication, PR and social media as well. Some of those are listed on our blogroll and still others are out there waiting to be discovered.

If you know of a good online resource, please let us know!

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A Twestival took place yesterday in Vancouver. It is a strong example of the power of Twitter. More than 20,000 people from around the world came together to raise money for charity: water, a non-profit organization bringing clean drinking water to people in developing nations.

In one short month—with only volunteer effort—the global charity work is expected to raise $1 million for the 1.1 billion people in the world who cannot access clean drinking water. The event took place in more than 175 cities around the world.

This is a great example of using Twitter – the online world helped people to reach out and share the message on a global basis and then locally, people came together in person. In Vancouver, they met at the Opus Hotel. From all accounts, the event was well organized, fun and it raised money for a good cause.

It’s important to reiterate that the Twestival combined global and local, online and in person. One of the concerns that I hear quite often from clients is about losing the personal, face-to-face time that is so important. Great communication embraces many ways of outreach and, just like we tell clients, nothing can replace the in person component. Online communication is a piece of the communications puzzle, an important and growing piece, but it needs to blend into your overall communications strategy.

On another note, I am always looking for the inside scoop on how Twitter is going to make money. One of the challenges of recommending a free service to clients is that if it’s not making money, you have to wonder how long it can last. Not that I am saying I don’t think Twitter will last, I do think they need to find a way to make money so they can last a long time.  According to a TechCrunch article, Twitter is out raising additional money through the venture capital market. It looks like they have raised more funds, this time with a $250 million valuation.

Twitter is highly popular right now. With this valuation and with about six million people on Twitter, each customer is worth about $40.  In looking at monetizing Twitter, it brings up interesting questions for the six million users. Would you pay for this service? If yes, how much?

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The Ketchum/FedEx issue on Twitter  is being discussed online quite extensively. In my opinion, blogger David Henderson is covering this story very well. (David is a newly discovered online voice for me – and he has quickly become one of my favourites. His blog is definitely worth reading.)

This story has legs. And it has created some valuable discussion online about freedom of speech, the right to your own personal opinion, what’s reasonable to say out loud, how to handle a crisis online and much, much more.

For those that might not know, the basic overview of this issue is that a week or two ago, a Ketchum PR VP (James Andrews) flew from Atlanta to Memphis to visit FedEx, one of the agency’s biggest clients. He was going to talk with them about social media. 

On his arrival in Memphis, he posted a message on Twitter that said: “True confession but I’m in one of those towns where I scratch my head and say, ‘I would die if I had to live here.’” He posted under his Twitter name @keyinfluencer.

Someone at FedEx was following Andrews on Twitter and forwarded his comment to a few other people at FedEx. Well, the good folks at FedEx weren’t too happy about the comment and they responded publicly with a personal message to Andrews. You can read it here at David’s blog – along with his take on this topic. David has/is covering this topic very well, his journalism experience shines through in the thoroughness of his research and ability to put the story into context.

There are many sides to this discussion, many of which revolve around the question: what was he thinking? There are several things that were done or not done that may have changed how big this story got. But, the thing is, this story is big. Some discussion has now turned to what should be done now to deal with what this has become, an issue that is being played out online.

This story and the continuing fallout has raised some interesting questions and points about living in an online 24/7 world where lines between personal and professional are increasingly blurred. Without turning this post into a novel, I have a few points I would like to open a conversation on.

Who are you?

I was at a workshop about Twitter recently and the presenter really pushed the fact that there are no longer those barriers – you can’t be someone at work, someone else at home, someone else at Church, your kid’s school…it’s all blending. Like it or not, it’s an important fact to note. I often have clients friend me on Facebook, I have clients following me on Twitter – and I have to admit, at first, that felt kind of odd. We are a small agency though and the truth is, we’re friendly with our clients. One of the reasons that we started AHA was because we wanted the ability and opportunity to work with people we like, people we respect, people that we would make time to meet for a coffee or a glass of wine. So I had to look at why I was a little uncomfortable about it. I am still not sure why, maybe it has nothing to do with the fact that they are clients or colleagues. Perhaps it’s that by being out there I am making myself more public and I am more of a private person. I got over it and I have to say, I love hearing about what others are up to. I am not as good at putting what I am doing out there yet, mostly because I wonder who would find it of interest, but I am getting there.

What’s Your Opinion?

Andrews had an opinion and he voiced it. I personally love Memphis, but there are places in the world that I am not so fond of. However, given that we are seeing a huge blurring of the lines—and the big fat megaphone that the Internet gives us—it doesn’t seem to be such a smart move to make such a negative statement so casually. I have been at professional events where blunders like this happen. Little conversations where someone mentions a topic and someone says that they would never fly on airline X, eat at restaurant Y, or buy product Z and someone else at the table says that they’re the VP of communications there. Everyone at the table gets a little uncomfortable, someone makes a funny and we all go back and repeat the story ad nauseam until the next time someone puts their foot in it. Andrews, however, was sitting at a big virtual table when he made his comment.

Are We Really Listening?

I don’t know if Andrews had been to Memphis before, but it seems like he might have made a snap judgment. Social media is supposed to be about interacting. Perhaps, his tweet might have said, “I don’t know much about Memphis, can anyone tell me the great things to see or do here?” He could have listened before he spoke and started a conversation rather than a firestorm.

What Happens Next?

On his blog, David outlines how all of this unfolded, including the response from FedEx and Ketchum (he called both organizations). Since then, it seems neither one has commented any further. 

There is still a lot of controversy online and off about this issue. It shows what can happen if you don’t take the power of social media seriously. I don’t know what is going on behind closed doors at Ketchum or FedEx or what they are talking about, but I have to wonder why no one from either organization is joining the conversation online. The tweet from Andrews may have started it all, but then FedEx also took their response public – and it was quite an aggressively worded one.

There is an opportunity here to come out and engage and contribute to the discussion. It seems that both Ketchum and FedEx made a statement and let Andrews take the hit – that seems pretty old school to me. Maybe Andrews shouldn’t have tweeted what he did, but then maybe FedEx shouldn’t have made its response public until they spoke with Andrews. 

What else could have been done? Maybe Ketchum could have stepped up and said they blew it here and insulted Memphis and FedEx, but they’re going to make it right – together. With FedEx they could have reached out to the Memphis business development association, the tourism board, or some smaller organizations that couldn’t afford Ketchum’s rates and help change some of the potential misperceptions and promote Memphis as a great place.

It’s Different Now!

The world has changed and organizations—and the people involved in them—need to better understand the importance, value, power and challenges that the online environment brings with it. Any good communications strategy needs to include online components. Sometimes it will be the priority, sometimes not. As communicators, it is up to us to help inform, educate and engage our clients in this area and to provide them with effective, professional advice. We can learn a lot from the Ketchum/FedEx issue. 

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