Mesh Conference - Notes from Richard Edelman’s presentation
I’m not a big liveblogger, but since Joe couldn’t make it today I thought I’d put up some notes from this morning’s keynote.
Richard Edelman, CEO of Edelman PR firm took the stage this morning in conversation with Stuart Macdonald.
Key points:
1) PR shouldn’t be characterized as spin
Tries to make a distinction between political spin and PR. Argues that things like the Swift Boat controversy are basically malpractice.
Used to be the “tail and dog” story: here are the messages, here is ad campaign, get us a good story.
“Today, we are at the table at the inception of the idea, sometimes driving the strategy.”
When best used, it creates a runway of trust.
Today we are talking to communities, not just the consumer.
We are a broad spectrum vehicle, whereas advertising is a narrow spectrum field.
“Baseline of trust” is essential, and without trust advertising is useless.
2) On control
“Need to persuade companies to give up control of the message”
Very fact of dissonance is okay, because it gives you credibility
There is a trade off between control and credibility. You need to find the right balance.
3) Are clients getting it?
They are, because they have to.
Points to the Dove “real beauty” campaign as an example of getting it.
Need a real issue, needs to be allowed to be “in the conversation”, and “let go”
4) How important is MSM coverage?
Clients are happy when it does spin into mainstream media.
But, community efforts (like work they have done for MS society) are valuable
5) How do you define success in social media world (and make money…)
“For PR people, to do ad equivalence is, to me, something I find inadequate. It is really fallacious, because the power of free media is so much more than that of personal media, whether it is the vox populi in the blogosphere or the mainstream media conveying its view, those things are really that much more powerful.”
6) On Edelman missteps
“Most important thing to understand: We took this as a challenge to educate everyone in our company about standards of blogosphere, about how we should proceed in terms of quality of information and transparency of the disseminator. Without that, we will miss this great opportunity. We cannot be seen as going back to spin or any other kind of artifice. “
Need to identify source of funds, the purpose of our activities, and whether we are being paid.
Lay out ground rules.
7) Are there new ground rules for interacting with social media folks?
a) Believes that PR people need to have a higher standard than before for their content because we are sending direct to end users.
b) Reiterate importance of explaining source of info, create credible place to find info
Give example of http://lowermanhattan.info, which they have created as a central place for information.
Critical tool is the “living press kit”, where people can share their opinions as well.
8) On ghostblogging
“A little dicey”
Prefers exchange of creative ideas, and insist there is a real voice.
Rejects ghost blogging as a practice.
9) Line between PR/advertising blurring?
Definitely blurring. If there is news, then PR should “lead the dance”, if no news, then advertising lead.
10) On Corporate Responsibility - Advice for C-level execs?
Corp responsibility is a reason why companies are rising in Edelman’s trust barometer.
Biz needs to be transparent about motives when they are undertaking “good cause” stuff.
Shell on “paradox of transparency” - Need to be transparent from being.
(Yeah, I’m skeptical…)
11) On the Wal-mart controversy
Everyone at Edelman needs to embrace social media. Our job at the centre is to educate our people, address best practices, provide gound rules.
Is okay with being the pioneer and getting flak for not being perfect.
Doesn’t orient to control, orients toward experimentation.
12) What happens when you lose control of conversation?
“Let the humour run its course”
“Be seen as having tolerance for dissent and discussion”
“Putting the fist down will multiply your problems”
13) All this sounds hard, much harder than pushing out press releases.
Convinced that virtuous circle for PR business is to charge more, say you can do more, pay your people better, and make them do these more conversational interactions.
Doing this properly gets you a seat at the table.
Real credibility can come from this, and it is so powerful it can’t be bought.
14) Would you every advise against doing something?
Even if it is controversial, you can’t ignore the conversations.
15) CEO blogging? What do you recommend?
“It is a thin space”
Only modest success in getting CEOs to blog. Not necessarily good at conversation.
Own experience is that it is incredibly gratifying, and a wonderful bully pulpit.
Example of Robert Scoble is very instructive. He built this unbelievable following as he was seen as more real than the boss. Mid-levels may be best place to start. If you do, let them criticize you. This freedom of action is important for the company and their reputation.
“Let the mid-levels talk”
16) On “spin”
“It has no place in our company. It originates in political PR “
“The single thing that undermines future of our business and potential of our industry.”
i) Make your stories visual
ii) Don’t be defeated by a setback. If you are not falling, you are not skiing well.
iii) Don’t let clients say, “here is your little box”. All clients are struggling with new set of conditions. Be bold. Assert yourself.
