Hill+Knowlton Strategies

We don’t have clients like this in the PR world… do we?

Rarely is it that municipal websites offer up anything of great excitement. So it was some kind of wonderful to be able to watch video of the controlled demolition of the lower half of the southside stands at Ottawa’s city-owned Landsdowne Park – which took place yesterday (July 20, 2008). Video provided courtesy of the City of Ottawa website.

For sure, explosions are cool. Even somewhat lame one’s such as this (only half the stands?). But given that this is a PR-focused blog, there’s also a communications message here, albeit buried amid the carnage. Namely, that innovative organizations – public and private alike - have incredible opportunities to become content creators and distributors in their own right, and to do so in ways that are far more compelling, and even relevant, to many of their target audiences, make their sites much more desirable destinations, and which go beyond traditional text-based media.

So should organizations simply video-tape and post content such as this for the sake their, erm, incredible awesomeness?  Yes, of course. More of the same, please. But they should also do so with the same level of consideration given to any communications strategy. Meaning, of course, that they have to get it right.

For example, what is the message the City is trying to reinforce here? Is there even one? Ultimately, I would suggest that this demonstrates clear “action” being taken by the City to move ahead with its plans – whatever they are – for the Park. Sadly, a lot of that context is missing from the site – and whatever there is is very difficult to find.

Because where communications typically lets people down is when it’s more about talk and soundbites rather than the actions that often validate those soundbites, and when information is communicated without context and thought to why it’s being communicated. And when you can show something as ‘memorable’ as this, it becomes a “proof point” that will stick in the minds of residents (and voters) when elected officials are asked to remind us just why they’re there, and just what we as taxpayers are paying for. 

Finding smart people who fundamentally ‘get’ how digital and traditional intersect, who have ’real’ experience  consulting with some of the largest brands in the world, who are both thinkers and doers in the social media sphere, and who have a fetish for steam punk and soviet-era posters, has never been easy.

In recent months, my colleague David Jones and I have realized just how difficult it is to find (and then recruit) that right blend of talent to add to the digital team. We’ve interviewed some very smart and uniquely experienced people who for, a variety of reasons, either didn’t quite fit the bill or were snapped up before we could make an offer. As of this week, however, we’re breathing a little easier. We’re certainly still looking - because we know the business is there – but we’re glad to welcome a new addition to the digital team in our Toronto office.

Given that many of you already know this individual, I won’t tax your patience. His name is Collin Douma. His blog is Radical Trust. And his experience, depth of knowledge, passion for digital, support for the social media community, and portfolio of work speak for themselves.

Both David and I are pretty chuffed to be able to bring his skills to bear on behalf of our clients – despite his dubious cultural addictions.

Welcome to the team, Collin.

Woke up to find a link to this New York Times story in my inbox.

Albeit a tad depressing given the context, it’s also an important reminder of the “art of strategic word selection” as a means to grab the attention of media and influencers via both the newswires and the search engines. Equally important, however, it highlights the rising “sensationalist” tide that pervades today’s media environment, and the potential for damage that it can cause.

“With varying amounts of credulousness, other outlets ran with it as well, including U.S. News & World Report, The Daily News in New York, MSNBC.com and The Los Angeles Times. The gist of some of the coverage was that it was all a tempest in a bathtub, though other reports took the information at face value.”

While this story about toxic shower curtains appears to have been successfully debunked by most mainstream media from the outset, the fact that even some took the information at “face value” is worrisome. Quite simply, the potential for other questionable research to cause significantly greater and longer-term damage to an organization or industry given the rush to publish, appears to be increasing, particularly as stories are picked up and shared across the social web. Vigilance will be critical.

On a lighter note, however, I agree fully with one PR expert’s assertion – cited in the same article – that such dreck as “solutions,” “leading edge,” “cutting edge,” “state of the art,” “mission critical,” and “turnkey” are, without question, the kiss of death.