What NOT to Do: Lesson Three...The Era of Social Media Has Arrived -- DON'T IGNORE IT!

The first and best example that comes to mind, of how powerful social media is, is the case of record company Sony BMG.

Back in 2005 the record company installed certain security measures on their CDs, to prevent copying. Sounds harmless, however, Sony BMG forgot to mention to its publics, that the security measures installed were spyware and rootkits (widely described as malware or malicious spyware) which allowed viruses to break into the users computer.One user discovered the malware on his computer.

Unfortunately for Sony BMG, the user was an influential member of the blogosphere. He asked his fellow bloggers and Sony CD consumers, if they were experiencing similar problems with their computer and CDs. Of course they were, and immediately Sony BMG was under heavy fire. Not from the law, or any power players in the music business, but from regular everyday users of social media.

So why is this story important to anyone interested in PR? Whether you're a prominent figure or celebrity, you run a local business, or head a global conglomerate, people are going to talk about you. You're going to face scrutiny. Because we're in an era of social media, it's now easier than ever for people to communicate. Web sites like Blogger, Facebook and Twitter, make it so easy for people to share ideas and information. Within minutes (literally) news of PR disaster can spread from one friend to another. From a PR standpoint the best thing you can do is get out and participate. By participate I don't mean make excuses or be defensive, but get your side of the story out there. Clarify any miscommunication between you and your publics and it's guaranteed to have a positive effect on image and reputation.

-Gearey McLeod

What NOT to Do: Lesson Two... Blaming the Victim

Nearly nine months after Rachel Hoffman was killed, state lawmakers are proposing the Rachel Hoffman Law. The law will require confidential informants to seek legal advice before consenting to undercover work.

In May 2008, Tallahassee police caught Hoffman with marijuana and pills not prescribed to her. After being threatened with prison time, Hoffman agreed to work as an informant and set up a deal with her dealer. Police gave her $13,000 to buy 1,500 ecstasy pills, two ounces of cocaine and a handgun.
With a deal running well over $10,000, Hoffman’s dealers were on to her. During the investigation, police lost contact with her and her body was discovered two days later.

After finding Hoffman's body, the Tallahassee Police Department called a press conference where they basically blamed Hoffman for her own death. They made sure that they publicly announced her criminal charges and boldly implied that her death was the result of her breaking protocol during the sting operation.

As a PR student, we’re taught to never blame the victim. TPD not only blamed Hoffman but they displayed a lack of sincerity in the tone of their response.

If I were part of the PR department, I’d make sure that these five steps were completed.
1. Take Responsibility
2. Clearly communicate what went wrong
3. Explain what action you're going to take
4. Describe what steps are being taken so a situation like this doesn’t happen again and
5. Most importantly apologize!

As a PR Professional, what would you have done differently? What should TPD have done?

-Travis Francis