Net 2.0 Media

How to solve Pfizer's bribery scandal? 5 Tips On PR Crisis Management

noreply@blogger.com (CadreManila) — Tue, 21 Jul 2009 02:38:00 +0000

Pfizer is being attacked by so many people about the so-called bribery scandal. Pfizer Philippine representative Albert Mateo is being accused of attempting to bribe Philippine president Gloria Macapagal-Arroyo. Mateo reportedly offered Pfizer's "Sulit Card" program. The program, critics say, is being positioned as an alternative to the implementation of the Cheaper Medicines Law.

Now, if I'm the strategist for Pfizer, what are the 5 most effective ways to counter such a scandal? Let me propose five things:

1. Populate the public sphere with their statements on the program and how it helps indigent people satisfy their pharmacological needs.

2. Discuss the state of the health industry in the Philippines--that the solution to the problem of inaccessibility is not tied with lowering prices but on government giving more discounts on really sick and indigent people.

3. Emphasize on Pfizer's adherence to ethical practices through illustrative campaigns rather than word plays or text-laden campaigns.

4. Re-introduce word alternatives. Instead of allowing media to use the word "bribery scandal", maybe introducing the word or phrase " discount card" could ease the negative connotations.

5. Replace their spokesperson. She's really not effective. You're explaining the issue before a cross-section of the population. You need somebody who can connect with the masses.

Tips Best Political Ad

noreply@blogger.com (CadreManila) — Fri, 17 Jul 2009 11:41:00 +0000

In my Facebook account, people have mixed reactions on the latest Mar Roxas political ad. A friend, Jemy Gatdula says that there must be something wrong if we find the ad as "amazing". Well, Jemy, this one is an improvement. The first Padyak commercial was so stupid. This one, though chummy, is better than the first. It also promotes the concept of "consultation", which I think, remains to be the highlight of a Roxas administration.

I think people, especially those who handle political accounts should consider what a veteran pollster found out about Filipino preference in their leaders:

1. Filipinos vote for those with a consistent record of public service.
2. Service should be construed as directed for the general welfare.
3. Leaders should be approachable and men of action. They should act with haste when people ask them some favors.
4. Leaders should have a genuine concern for the plight of the poor.

When you write a script for a political ad, try to include these things and surely, the people would definitely be able to connect with your client. For further info, email me at cadremanila@gmail.com.

noreply@blogger.com (CadreManila) — Thu, 16 Jul 2009 13:19:00 +0000

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Hayden Kho Scandal and Lessons in Crisis Management

noreply@blogger.com (CadreManila) — Thu, 16 Jul 2009 12:21:00 +0000

ABS-CBN TV Patrol World just exposed the alleged machinations of the group of Dr. Hayden Kho, Vicki Belo and their publicists, namely, Reli German and Lolit Solis.

A CD containing the taped conversations of these people was leaked.

In the CD, Belo and Kho's PR handlers advised them to do some acts meant to manipulate public emotions to at least sway public opinion to their side. Solis was heard advising Kho to even "make faces" (ala Christopher de Leon) suggesting remorse, obviously as part of a pro-Hayden Kho sympathy campaign. Solis advised what many people would call "fakery" to elicit sympathy.

This has now backfired.

There's nothing wrong with Hayden Kho and Vicki Belo wanting to repair their damaged reputations. Anyone whose image and reputation has been tarnished would definitely consult an expert communication man to at least repair the damage.

What is so contemptible and revolting is the way they did it. They obviously lied. They just exposed how low they think or regard people's views.

They probably think that they can wiggle their way out of the mess simply by showing Hayden Kho asking for remorse and with a face to boot. They probably think that they can influence public opinion by bribing their way out of it or by killing editorial interest about the scandal WITHOUT providing an alternative viewpoint.

It's an elementary principle in damage control that you simply don't extinguish a scandal by lying. It never works. If you lie just to divert public attention or you actually intend to sway opinion to your side by faking remorse, people would know, and it would definitely give you more harm than good.

Last January, a factory exploded in Dasmarinas Cavite killing at least 13 people. You know what I did to neutralize public anger over the industrial accident? I convinced the owner to tell the public the truth---that the explosion was an industrial accident and no one meant for it to happen. While I convince editors to at least tone the story down, I also provided my media friends with things to write about. Within two days, the story died. Newspapers did not pursue the story anymore.

Two things---you must have a truthful story to tell and a sense of timing. In Hayden Kho and Vicki Belo's case, they simply lost on the PR battle because (1) they employed traditional methods when non-traditional means are better; and (2) they don't have any sense of timing. Sometimes, silence helps in defusing a scandal like this. The solution in this is not tactical but strategic. This should have been treated as a branding PR, not entirely crisis.

This just proves that, in all cases, traditional PR methods are simply too inferior in image restoration. You need a strategist.

And because of this, Hayden Kho and Vicki Belo would have to suffer much longer, thanks to their PR handlers.

7 Tips on How to Diffuse an Explosive Situation

noreply@blogger.com (CadreManila) — Thu, 09 Jul 2009 14:46:00 +0000

Earlier today, Malacanang announced that only Executive secretary Eduardo Ermita is authorized to tell the Philippine media about security matters. This was followed by the lowering of alert levels, from full alert to heightened alert. This is a good communication strategy except for one thing---consistency.

Shortly after the designation of Ermita, now comes Defense secretary Gilbert Teodoro. Teodoro gave a security briefing. He says that there's no such cause for alarm and Metro Manila is "stable", contradicting earlier claims by NCRCommand Major General Fojas that terrorist elements are out to sow terror in the metropolis.

The lowering of alert levels and the correction made by Malacanang, even stating that Fojas' statements were "raw information" would fuel even more doubts about what's really happening. It was a bad move. Why?

First, the public thought that the only source of news would come from Ermita. Now, why is Teodoro giving the briefing? And second, the rectification would have been great if the palace announced it two days later.

If you're faced with this kind of situation, what would you do? Here are 7 Helpful Tips on Managing Explosive Situations:

1. To regain the high moral ground and initiative, create a different ground for your message to stand on. For example, government should have emphasized on publishing the news about current military efforts at identifying the real perpetuators of the bombings. That would have created a different discussion thread and allowed it to maneuver and create some space to answer previous allegations.
2. Be consistent. The adverse news has come out already. The public now expects you to respond. The response should be made not immediately but try to space it out to about a day or two.
3. Don't lose composure. Do not issue fiery statements or outright denials. That would even fuel speculations.
4. Control every channel of communication. This is the best time to do this simply because you're now on the defensive. Being on the defensive is not entirely a bad thing. No. In fact, treat it as an opportunity to regain the initiative which you lost.
5.Mobilize third party endorsers or speaker's pool. Best that while you're waiting for one or two more days before you respond, try to give your speakers some broadcast time. That would surely help in diffusing the situation. In crisis situations, people are still trying to discern and decide which is which, or which information is reliable or not. By not hearing your message from you personally, you're creating a situation where people are getting third hand information that, for them, could probably be right or the correct interpretation of the incident.
6. Always be reminded that people are also looking for answers in all possible places and occasions. Populate those sources of information with your own.
7. Project that you're the dominant player, always on top of things and doing something to remedy the situation at the soonest possible time.

Barako Jam--nice blog

noreply@blogger.com (CadreManila) — Wed, 08 Jul 2009 06:01:00 +0000

By the way, visit Barako Jam. Very nice blog. Just click on this link.

How to handle terror attacks: 10 Tips

noreply@blogger.com (CadreManila) — Wed, 08 Jul 2009 05:35:00 +0000

Terrorist attacks, which Philippine National Security Adviser Norberto Gonzales says are what's happening in Mindanao should be handled with extreme care. Bear in mind that terrorists want to sow terror. That's their goal. Terror is simply sociological conditioning. It's basically emotional. The more people fear about it, the more they succeed.

So, how do you fight the social communication effects of a post-terror attack? Simple---control the communication environment. Bombs, as what expert says, are "expressions". Terrorists use them to punctuate a point. Now, this entry is not about preventing attacks. No. This is about controlling the effects of terror attacks should it happen to you.

Here are some tips on handling the image effects of such an attack.

1. Centralize all communication. There should be one source of information. Media should be informed that they should get their information only from this source.
2. Seize or regain the initiative. Calm frayed nerves through statements urging people to remain calm. Project calmness.
3. Emphasize that authorities are doing its best, are on top of the situation and knows what to do.
4. Show a phalanx of strength. Show clips of ordinary people behind government or are supporting the efforts of authorities to resolve the crisis.
5. Create a message house.
6. Do not release unconfirmed information. It is most critical that every information released are verified or "A-1".
7. Do not lie. Do not release information projecting calm or the situation has just been resolved when it is clear that it is'nt.
8. Try not to prevent photos or videos showing injured people. However, try to avoid showing scared people. Best to tell media to show interviews of people telling the world that they're not afraid or they're not affected by the terror attack.
9. Position yourself in a platform of strength and of good moral standi.
10. Limit exposure to those times or occasions totally necessary. For example, press con. Give updates every five hours.

Boob jobs and Image Handling: 10 Tips

noreply@blogger.com (CadreManila) — Wed, 08 Jul 2009 05:15:00 +0000

Admit it---the palace erred in its handling of Mrs. Arroyo's boob job operation. The faux pas is a PR nightmare. Why? It caught fire very fast and even led to many people linking "fake boobs" with "fake governance." I, however, can't blame Malacanang's spin meisters for this. They probably thought that there's nothing wrong with their intention not to tell the public about Mrs. Arroyo's real intention of going to Asian Hospital. For them, what's in a boob and groin job? Nothing really, except that, in a situation such as this, when there's an intentional smear campaign against Arroyo, even a harmless biopsy has the potential of becoming a scandal.

This is actually a lesson in message and communication handling. For one, let me say that Malacanang should abandon its policy of omerta. It's disastrous and even counterproductive. With this administration getting the highest distrust or mistrust rating, implementing a code of silence harms it instead of insulating it from image attacks.

Transparency should be the policy of the palace, with a qualification that it should be selective. For information with a security implication, that one, of course, should not be revealed. Information about Mrs. Arroyo's personal circumstances or activities are most appreciated. It's high time for the palace to consider feeding the media with Arroyo's activities to deter the spread of speculations and nasty rumours.

Lastly, the palace should take the initiative and manage the flow of information by being the first to tell all. It's always advisable for an organization to dominate the discourse in the public sphere.

Now, what to do when something like this already is out in the open?

1. Determine the source of the news.
2. Identify what channels reported the news.
3. Isolate other channels and just concentrate on responding with the selected media.
4. Draft a message house.
5. Create a message grid. Postulate the branches and sub-branches where you expect the issue to go to.
6. Mobilize a speaker's pool. Give different message points to different speakers but with one central message.
7. Don't limit your principal's exposure, unless he is the subject of the attack and the attack is personal rather than professional or related to his job or responsibility.
8. Screen questions that you may answer but don't give "no comments" as answers.
9. Populate the public sphere with your official statement. Mobilize your teams in answering all questions and unsavory comments with humility and reason.
10. Be rational. Do not respond with ad hominems. Stick to the resolution of the issue. If certain issues or questions are off track, revert to original message.

Ark of Covenant soon to be unveiled?

noreply@blogger.com (CadreManila) — Sun, 05 Jul 2009 00:28:00 +0000

There's an interesting story being brandied about over at the web. And it is about one of Christendom 's (and even Islam's) most sacred relics.

World Net Daily (http://www.wnd.com/) tells of a press statement reportedly given by the patriarch of the Ethiopian Orthodox Church. WND quoted an Italian news agency which says that Patriarch Abune Pauolos told the news agency that by June 26, that he will show to the world the fabled "Ark of Covenant" which he claims to have been hidden in their church for millennia.

He says that he'll be accompanied by Prince Aklile Berhan Makonnen Haile Sellassie and Duke Amedeo D'Acosta. Pauolos reportedly had an audience with Pope Benedict in Rome when he made the announcement.

The supposed unveiling was expected at 2pm last June 26. It was to have been unveiled at Hotel Aldrovandi in Rome. However, the unveiling did not push thru as planned.

Later, however, as reported by the Examiner, Pauolos denied that he intended to unveil the ark saying that he was actually "misquoted" by the Italian press. He did not deny however, that the ark is really inside one of the churches in Northern Ethiopia.

The ark of the covenant, the most sacred piece of biblical artifact, has been rumoured to be in a secret hiding place guarded by Ethiopian priests at the St. Mary's of Zion's Church in Axum. The entire laity there has already built a whole new set of worship rites centered on the ark. There are about 50,000 replicas of the ark in Ethiopia.

Welcome to Net 2.0 Media

noreply@blogger.com (CadreManila) — Sat, 04 Jul 2009 03:59:00 +0000

For all you netizens, bloggers and non-bloggers alike, welcome! Net 2.0 Media is all about you and how you can make a great impact on society.

Cadre O.R.G. is a group of New Media practitioners dedicated to the study and research on the power of the Internet. As you know, Net 2.0 is now one of the newest English word. People use it. People talk about it. But, only a few understand its impact in our lives.

Net 2.0 strives to be a great resource site especially for marketers. Marketers, especially those who are experts in the old, traditional ways, find the Internet a very challenging landscape. They know it's valuable. They know its important and for some, the logical way to go, but they simply don't know how to harness its potentials.

A few years ago, I was part of those thousands who simply are clueless as to this new creature called blogging. Like the others, I started as a personal blogger (someone who writes personal stuff). Then, I expanded to writing political stuff. Until now, I still write politics, but has expanded my reach to include travel, lifestyle and fashion. I only understood the impact of what I'm doing when my Facebook friends reached a thousand. That prodded me to research more about the power of the Internet especially in cadre marketing.