Issue #9

The Sagacious Swami of Spin Is Social Media Over-Rated

Dear Swami,

Is this whole social media phenomenon over-rated? That’s all you hear about these days in the public relations business.
Signed: Puzzled.

Yeah, sometimes it seems that the rush to new or social media is like the Blue Light Special at K-Mart on purple velvet Elvis blankets. But, to come down squarely on both sides, the answer is “yes” and “no”.

I think many agencies are waking up too late to social media – especially in Eastern Europe. But in their rush to have a place on the bandwagon, they talk about digital media more than they experience it.

Also in Ukraine, clients have been slow to push agencies into the realm. Just now are pitches starting to ask agencies to list their social media capabilities. A year ago you didn’t see this.

I think all agencies and clients have to realize that social media is simply another platform for message delivery, though a very important one. It does not replace other platforms.

At this point and in the foreseeable future, if a company puts all its eggs in the social media basket, it will literally get its clock cleaned. However, the Swami is not indifferent to social media. It’s here to stay--until it isn’t.

Dear Swami,
You have been writing this column for about six months, and I have yet to read about your credentials. Are you even in the advertising, PR or marketing business?
Signed: Fraud Seeker

Dear Fraud Seeker,
That’s a fair question. In fact, it is a question I have been waiting to respond to for some time. I believe one should be forthright in answering questions from readers. Thank you very much for your question.
Swami

Dear Swami,
How do I go about getting into the public relations business?
Signed: Searching

Dear Searching,
First, you need a hammer and a nail. Then you need a piece of board, any old board will do. Lastly, though this is not required, you need to be able to spell Public Relations. That’s about it.

So, you take this board and write the words Public Relations, referring to the dictionary if need be. Then find a suitable wall or door and affix said board with the hammer and nail, striking the nail in a downward motion. (Warning, be careful not to smash finger.)

Low and behold, you are now in the public relations business.

But, if you really want to do it right, it becomes more complicated. But, sadly, too many people take the short cut. Call me back if you are really serious.
Swami

Dear Swami,
If you were to join a Facebook fan club of someone in public relations, whose club would you join?
Signed: Curious

Dear Curious,
That’s easy. Phineas T. Barnum, who once said, “There’s a crowd (instead of cloud) in every silver lining. He never said, as often misquoted, “There’s a sucker born every minute.” It wasn’t in his character.

Of course the Swami didn’t know P.T. Barnum personally since the entertainer/promoter/businessman died about 110 years ago. But for performance PR, no one can come close to my man Phineas.

If we’re talking modern day and serious senior public relations counsel, I give the nod to Harold Burson, the 88-year-old founder of Burson-Marsteller. No one is more respected in the business.

I also wouldn’t mind joining Richard Edelman’s fan club. The guy has a head on his shoulders and writes his own blog which is actually interesting and informative. Also, he runs an independent shop, which is cool.

That’s it. I wouldn’t join any other PR person’ Fan Club, even my own.
Swami

Editor: Please send your questions to swami@twg.com.ua.
Even if your questions is not answered in print, the Swami will get back to you with an answer.)