Analyzing the Future of Action

The purpose of any organisation’s presence on the web is reputation.

  • Conversation is the starting point.
  • Brand management accounts to sales.
  • Crisis management is too late in the day.
Having studied  the Meridio platform by Autonomy [used by US, UK, and Australian security and homeland agencies to monitor activists and identify potential terrorists], I am beyond certain that reputation management is the key to the immediate future of the social understanding of actionable consequences – in non-technospeak, that means “social interaction leading to a conversion or an action.”

PR companies need to re-invent to stay relevant and useful, because these days, some 38% of content on the web is attributed to comments by non-content generators, when original content is only created by 15%…and you know what they say about not believing everything you read!

When I spent 5 years in the biggest public relations firm in the world, Hill & Knowlton, I had the opportunity to handle large clients entering and servicing the Asian markets. Northrop, United Airlines, Lufthansa, Richardson-Vicks, Vidal Sassoon, General Electric, and Camus Cognac, are just a few. [I love airplanes and aviation, so that could explain why those accounts fell onto my lap.] And… crisis management as well as executive training for the same, went into my events management portfolio. Here is the takeaway:
  • A standard PR retainer is $x – press releases, media monitoring, administration
  • An event is about $1.7x – launch, journalists lunch, booth management for exhibition, talent scouting, co-ordination of 3rd parties & expenses
  • A crisis management situation runs around $8x-unlimited – crisis procedure, press centre, liaison, monitoring, claims processing,  big expenses etc etc
  • In 1984, the Union Carbide chemical plant leak at Bhopal, India, of methyl isocyanate  [derivative cyanide] is still being listed as the world’s worst disaster – numbers are subjectively debated at 15,000 deaths and 550,000 disabled. It beats the tsunami hands down. Crisis management lasted more than 3 years, with claims still being settled 5 years later. Some people thought it could have ended the existence of the world’s biggest battery company. Especially in Asia, awareness of the toxicity of power cells forged the beginning of many such products boasting “mercury-free” labels and cyanide was banned from batteries. Eveready had to be re-invented.

    Today, prevention is based on time. Reputation is a premium that cannot be recovered, and Gooogle never forgets. Computing power on cloud has a redundancy uptime of 24×7. We are ALL socially connected, and I have the power of voice on the net…and now….mobile.

    If our every opinion can be heard, and each voice speaks for many facing similar issues, within causes or grievances for administration or rectification, I do not see why my privacy would suffer for it.

    Just don’t advise me who I should be seeing or preach me the values I should be believing in.

    Analyse me. Do not judge me.

    About felix lee

    a change agent and philosopher, I have been in corporate business for about 28 years chiefly in marketing, events, PR and IT. this is a small way of sharing wisdoms in starting and re-inventing your business and running it holistically like you do with your life. i am learning to write ebooks and welcome tips from anyone who is happy to share them. please drop me a line anytime. Kindly forgive the messy housekeeping...
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