Lights Out Everyone!

On Saturday 27th March 2010 at 2030hrs an estimated 1 billion people are to turn out their lights for one hour.  Since 2008, WWF have turned lights out in cities and towns all over the world.  The Eiffel Tower, Edinburgh Castle, The Acropolis, The Bund and many famous landmarks and buildings all turn out the lights for one hour... even the Old Stirling Bridge will be in darkness this year.  It all started in 2007 at Sydney Harbour Bridge and the Opera House where there were  over two million people participating.  Today, over 100 countries have registered to be in darkness for one hour including Costa Rica and Bangladesh who have just joined - so what is actually going on?  It's all about PR!

Earth Hour is a campaign initiated by WWF to let people be more aware of climate change and global warming.  What I have been watching is how WWF communicates to the world and how they have succeeded in getting 100 cities (so far) to join Earth Hour.  Even hotel chains have signed up, which will no doubt help their PR as well.  Click Green reported that the most recent hotel chain to sign up to Earth Hour was Radisson Edward,  "hotel guests will also be encouraged to switch off their own bedroom lights and join the hotel for an intimate evening of dinner by candlelight."  The Marketing Director of Radisson Edward explained, 

"As a global brand we believe we should earn our place on this planet and help to support and sustain our environment for future generations. We strive to conduct our business by improving our overall ecological and carbon footprint without compromising on guest experience and satisfaction.”

So how has WWF used social media to spread the word on Earth Hour?  Well, they have used the usual outlets, such as:

Facebook
Twitter
YouTube channel
An officical blog

They have numerous websites that are applicable to different regions and have a couple global websites.
Newsletters
Email



As a follower of WWF, I have signed up to Earth Hour through their UK website.  I get emails occasionally telling me about current and up-and-coming campaigns and how I can help.  Earth Hour is clearly a PR exercise to try and approximately know how many people will be turning off the lights from 2030-2130hrs on 27th March 2010 and where they will be switching off.  They are guessing that one billion people will contribute, which is a phenomenal global participation.  This shows that people are willing to stop what they are doing and show that they do care about the Earth.  It is also their way of communicating to the politicians who are still against signing the Kyoto Protocol, of which USA is the main target - the richest country has yet to  sign the treaty and it seems it doesn't really want to.

As the UK is getting ready for the General Election in May, the issue of apathy is very apparent .  As Sue Wolstenholme commented that politicians "...overlook the fact that large numbers of people are becoming politically active in  other ways"  The WWF have used the internet to let their members or followers know about their campaigns and then hope that the followers will forward on the news by Tweeting, Facebooking or emailing your friends and family.  Being an activist doesn't mean you have to go to the venue of a G8 Summit and criminally damage the nearest McDonalds!  This WWF campaign is getting the world together and wants to know how the world will celebrate "Earth Hour" by giving them feedback and photographic evidence like the below picture:

One thing I do find interesting is WWF's strategy to use international companies such as Ikea to support Earth Hour.  If companies want to be seen as green, then they should join Earth Hour whether they are greenwashing or not. The closer we get to 27th March, more companies are signing up.  

Burkart's COPR is a communications theory and seems to be evident in WWF's PR campaign(s),

It develops aspects of mutual understanding as described in Grunig and Hunt's 'two-way symmetrical model' (1984), where communication can flow equally back and forth between sender and receiver. (Wolstenholme)

WWF for instance, has teamed up with the News of The World (someone should really tell them that they have put the wrong date for Earth Hour in the report) who are reporting on Earth Hour and have even started a competition to see who is the UK's greenest county as part of the campaign.  These are all interactive ways to help people get involved and (hopefully) make a difference. When people are made to feel involved in a process then they feel a lot happier than being kept in the dark (excuse the pun). Maybe politicians should learn from organizations like WWF who can get 1 billion people out and doing something positive and possibly fun.  Let's hope the countries who haven't yet signed up will watch and listen to the world and sign the treaty in the near future.

So, how will you be spending Earth Hour? 

And before I go .... Happy St. Patrick's Day to you all!










Paris
candles
Twitter
Earth Hour
YouTube

Think You Have a PR Crisis in Your Hands? ... Then Plan Ahead!

As part of our MSc Strategic Public Relations and Communications Managment we have to do a crisis communications exercise, which quite frankly scares me to death.  I'm sure it will be an interesting exercise that will teach us many lessons on how to cope under pressure and how to answer all those tricky questions. In this week's PR Week website update, I found a helpful article by Kate Magee on what companies should do when facing communication crises; and how they should be using social media to ensure stakeholders, publics and audiences are given up-to-date information.  

Kate Magee's No. 1 top tip on how to plan crisis communications involved the internet:

"The biggest change for crisis management is the revolution of social media... Social media make crises spread faster and allow the public to voice their opinions and experiences or propagate rumours in a highly visible manner.  And crises are increasingly breaking online, without the knowledge of the management."

Kate Magee used the recent Eurostar crisis in December 2009 to justify her claim that social media is crucial.  "Passengers were tweeting complaints and updates about the situation online.  But Eurostar was hindered from the outset - it did not own its "eurostar" or "eurostar uk" name on Twitter.

Her article was very helpful in what to do if you have to deal with crisis communication management, but I particularly liked her tips on using the internet:

1. Make sure you set up early warning systems.

2. Identify your key online influencers in advance.

3. Respond online first, then follow up with a traditional approach (such as a press conference).

4. Remember to still be selective about who you respond to, and where.

I found this news clip from Sky News with PR expert, Chris Reed from Brew Digital.  He explains how social media is so important for communicating with disgruntled, stranded Eurostar travellers wanting to go home for Christmas.  He explained that Eurostar used social media for marketing tools, but failed to use it as a way for passengers to communicate with Eurostar, and vice versa.  "This is a watershed case for crisis communications."

Sweetser and Metzgar investigated the impact of blogs on relationship management during a crisis, (Public Relations Review 33 (2007) 340-342).  They seem to think that blogs are a great tool when in a crisis communications situation, as it is an emergent PR tool.  They comment,

 "Because blog style writing lends itself to more frequent publishing in its shorter statements through a personal/human voice, it seems logical that organizations could deploy crisis blogs as a means of quickly communicating during a crisis."

I think this comment is very apt in regards to the crisis that hit Eurostar.  They should have had their own Twitter account up and running so passengers could have found out information via their mobile phones or indeed a computer/laptop.  As Sweetser and Metzgar concluded their report,

"...exposure to an organizational blog has the greatest impact on readers and decreases the feeling that a company is in crisis... organizations in crisis should continue to employ open communication practices during crisis situations and consider adopting blogs as another tool through which to disseminate official messages."

As globalization continues, the importance for companies and organizations to use social media as a ways and means to calm crisis situations increases.  The early months of 2010 justifies this as the world saw car company Toyota being slammed for their slowness in reacting to claims of faulty cars; a politician having an affair with a nineteen year old; and natural causes such as the Earthquakes in Haiti and Chile.  The quickness of PR practitioners' reaction to the situation seems to be the key to prevent further anguish from their audiences and to prevent reputation disrepair.

REFERENCES:

Crisis Communication Top picture taken from:Silver Fox Communications

Eurostar train picture taken from: Boncherry

Twitter bird picture taken from:Silicon Vally Denmark

Social Networking Sites and Companies: Facebook and Easyjet

In the past year, I have seen a huge increase of businesses using social networking sites to sell their products or services.  I'm on Facebook and Twitter and have companies trying to lure me by their special offers or competitions everyday.  It isn't just a marketing ploy, but it is also a chance for these companies to hear from the customer.  A few years ago you would have just received emails from companies about what was new, but you weren't given a chance to give feedback. ASOS, Easyjet and Marks and Spencer all have facebook pages where you get constant updates and to make you visit their websites to find out more.  For this blog I will concentrate on Easyjet, as you can see both happy and unhappy customers on their Facebook page!

Easyjet is a cheap, no frills airline that can get you from A to B by booking online, or by phone.  I personally use them when I'm going on holidays or to university after a break and have always been amazed at how professional they are considering they are an economy airline.  Only in the past year have they started up a facebook page where you can get information on destinations, travel updates (in case of delays), holiday competitions and for people to vent their anger or praise for Easyjet. The two way communications system is a far better way for Easyjet to find out what their customers think of them and indeed helps potential customers see how professional Easyjet are.  E-Tourism has revolutionised the way we buy our flights or holiday packages.  Rheingold defined Web 2.0 virtual communities as 'a group of people who may or may not seek one another face to face and who exchange words and ideas through the mediation of computer bulletin boards and networks.' 

To date, there are 23,521 fans on Easyjet's Facebook page.  It is quite popular and it is updated everyday; this shows that Easyjet are wanting to please their publics.  Do you know of any companies or organisations that do the same thing and do it better than Easyjet? Do you think it is important for companies or organisations to embrace social networking? In my opinion, I think it is vital as it will keep Easyjet in touch with stakeholders and audiences.

I'm away to book a holiday now...

 Pictures from: The Mirror, Facebook and Greenville County Schools