Want to save the library? Burn books

This is an old case study but always a great reminder of the power of being creative in public relations. Take a look at the video below:

The reason I love this case study is that it highlights the need for strategy to power your communications campaign and why you need to be bold about making a statement that will leave impact on your audiences.

This campaign could have taken a very different turn, a very bland one, if the campaigners had stuck to a standard – inform the public, push the yes vote etc etc.

A strategy is the lifeblood of a campaign. It is what makes the campaign different, what makes it stand out and what powers the messages, content and tactics.

So how do you come up with strategy?

Thinking about the strategy for your communications campaign is where you get to be creative. A lot of people assume that creativity in communications comes in creating content, but it actually starts in the strategy stage.

Your strategy is where you take the cold hard facts from your research that have helped you understand what you need to achieve and combine them with your creativity to come up with a new way of tackling the subject with your audience.

Think about the example of the Troy Library – some of the tactical and content elements of the campaign were creative (i loved the book burning book bags) but the real creativity came in developing the initial book burning idea itself.

Do you have a campaign or a communications topic that you are currently trying to tackle with your audience? What books are you going to burn to make your message stand out?

Using Twitter for issues and crisis management

If you are creating a social media strategy to handle issues or a crisis that your organisation (or you) may be facing, knowing how to use Twitter in these situations can be a powerful tool.

Twitter has grown to be one of the largest social media platforms. Unlike Facebook, which links people based primarily on their personal relationships, Twitter is built around its content. People follow others not because they know them, but because they like or are interested in what they are talking about, or just because they happen to be in the same locality. This means that information can be distributed to large amounts of people very quickly.

Think about the following tips for monitoring and responding to the chatter on Twitter the next time you are faced with an issue:

Set up geographical searches
While not the most accurate of searches, there are a number of tools available to let you see tweets based around a specific geographical location. If your organisation has specific geographical locations (think of your areas of operation, headquarters or any part of your business that is likely to attract a number of people) think about setting up specific geographical searches to monitor Twitter chatter coming out of those areas.

Monitor and build relationships in peacetime
One of the lines that is always used during media training at http://www.fenton.com.au is that pro-active media is like ‘money in the bank of public perception’. This is never more true than in social media.

If you spend time building and cultivating your relationship with followers on Twitter, they will be more receptive to communication during a time of crisis. Take time to understand those that interact regularly with your brand online. Build the relationships based on trust and mutual communication, not selling.

Monitor online / respond offline

Just because you have a social media strategy doesn’t mean that your response strategy always has to be online. Sometimes, the best solution to a problem is picking up the phone and talking to someone. Make sure your response strategy includes offline as well as online.

Know your Twitter language

Anyone who has spent time online knows that sometimes Twitter users can sound like they are speaking their own foreign language. Cutting things to 140 characters can sometimes bring about some weird spellings. Make sure you know how your brand/sector/industry is being talked about online.

Give someone the role of online monitoring and communication- and the appropriate authority and training

Make sure that online monitoring, information dissemination and response is a dedicated role during the handling of an issue or a crisis. And no, this can’t be just ‘the team that update the website can do that’. Social media during crisis requires a dedicated position to continually monitor chatter and develop and issue responses.

The people earmarked for this role should be natural users of Twitter that are give adequate training to ensure they can handle this medium as part of your crisis/issues management plan – crisis time is not a time for learning social media.


In the aftermath of the 2009 Victorian Bushfires, geographical and keyword searches were set up to cover specific towns and areas that had been hit by the tragedy. The monitoring was used to review all of the chatter that was coming out of the locations.

The role of this monitoring was not to create a vehicle for direct communication and information via social media- there were more appropriate and personal methods to do this on the ground. Instead, the information gleaned by reviewing information informed the issues management and communications processes. Monitoring the online chatter allowed an overview of some of the public sentiments that was being felt around these towns, allowing the communication strategy to adapt and respond.

Do you have any other tips?