Making a Natural Connection with the Social Media

Last month, Estée Lauder launched a clever promotion in New York City and other key markets. The beauty leader offered visitors to its retail counters free “social media makeovers,” including product samples and a professionally shot and retouched photo that they could use on their blogs.

The program has a two-fold strategy, according to spokesperson Tara Eisenberg: helping to contemporize the 63-year-old brand for younger women, while acknowledging the fact that the older women who are have traditionally been Estée Lauder’s target consumer are rapidly embracing the social media.

“The gift that the brand hopes will keep on giving is that the [bloggers’] profile photos include the Estee Lauder logo in the background, which, assuming they aren't Photoshopped into oblivion, could give the brand lasting presence on Facebook beyond its own 27,000-member plus fan page,” reports Jack Neff in Ad Age. Public relations, of course, is also being used to spread the word about the campaign in the mainstream media.

“Multitasking: Destroyer of Human Happiness?”

The ability to juggle dozens of balls simultaneously has always been a fundamental requirement in the public relations profession — especially in New York. That may be why I’ve always been fascinated (and repelled) by the apocalyptic tone of many social critics when they describe the dire effects of multitasking.

“Certain studies find that multitasking boosts the level of stress-related hormones such as cortisol and adrenaline and wears down our systems through biochemical friction, prematurely aging us,” novelist and critic Walter Kirn wrote in the Atlantic. “In the short term, the confusion, fatigue, and chaos merely hamper our ability to focus and analyze, but in the long term, they may cause it to atrophy,” he warned.

Um, that can’t be good.

So I was delighted to read Sam Anderson’s “Defense of Distraction” recently in New York magazine. “This doomsaying strikes me as silly for two reasons,” he writes. “First, conservative social critics have been blowing the apocalyptic bugle at every large-scale tech-driven social change since Socrates’ famous complaint about the memory-destroying properties of that newfangled technology called “writing.” (A complaint we remember, not incidentally, because it was written down.) And, more practically, the virtual horse has already left the digital barn. It’s too late to just retreat to a quieter time. Our jobs depend on connectivity.”

PR professionals have long recognized the benefits of being a world class multitasker: the ability to sift through information quickly, see associations that others may miss and increased passion, energy and creativity.

I’d rather be challenged than bored, anytime.

A Green Lining in a Big Grey Cloud?

I just read a story designed to gladden the hearts of everyone with an interest in environmentalism, sustainability or living green. In 2008 — at least in part as a result of the economic meltdown and volatile fuel prices — U.S. public transit ridership reached its highest levels ever in 52 years: nearly 11 billion trips. What’s more, for 2008 as a whole, the total number of miles driven dropped nearly 4% — almost 108 billion fewer miles than in 2007, according to the U.S. Department of Transportation.

Despite falling gas prices, many people are sticking with public transportation to save money, according to Rosemary Sheridan, vice president at the American Public Transportation Association. However, the "doomsday budget” recently passed by New York’s Metropolitan Transportation Authority (MTA) probably didn’t figure in Ms. Sheridan’s prediction. MTA will be raising fares significantly, while scaling way back on services … a move that’s making millions of New York commuters unhappy and threatening our dainty carbon footprint.

Bummer! To paraphrase the lyrics of one of the greatest songs by one of the greatest rock bands ever: It looks like “every silver lining’s got a touch of grey.” We’ve got to get ourselves back to the green.

The [Divorce] Court of Public Opinion

Tricia Walsh-Smith, an angry New Yorker engaged in a bitter divorce with her husband, a wealthy Broadway executive, is continuing to air her grievances on YouTube in the second of two videos about her impending divorce. The original video — which was downloaded more than 2.5 million times and was picked up by 383 mainstream media outlets in the first week — can be seen here.

Whether Walsh-Smith has helped or hurt her cause is immaterial … although I would imagine her shenanigans are unlikely to impress the judge who hears her divorce case. As MSNBC’s senior legal analyst Susan Filan said, “In the end, a divorce, as upsetting and emotional as it is, is just a financial transaction.”

As a PR practitioner in New York, who has worked for law firms and handled crisis management assignments, what concerns me is the increased potential for sudden, swift blogstorms — like this one — when parties to a lawsuit or crisis decide to take the communications into their own hands. My concern is intensified when the ultimate decision is the responsibility of lay people (members of a community or jury), who may be swayed by what they see and hear on the internet.

Hedge Funds: The Root of All Evil?

According to Paul Krugman, op-ed columnist for The New York Times, in his blog last month, Iceland believes it may be the victim of a conspiracy of “unscrupulous dealers” trying to break the country’s financial system. “They will not get away with it,” says Central Bank Governor David Oddsson.

According to Krugman, “Such things really do happen … According to the Hong Kong Monetary Authority [HKMA] , several major hedge funds engaged in a ‘double play,’ shorting both the city-state’s stock market and its currency.” The nefarious plot in the late 1990s was thwarted when the HKMA bought up a large fraction of the Hong Kong stock market.

Last year, New York magazine asked the question: “Are hedge funds the virus that’s going to make the markets keel over? Are they an evil cabal?”

Clearly, hedge fund PR is a concept that a lot of people managing these funds today dismiss or overlook entirely. It baffles me. The elements of the perfect storm public relations crisis are all about the hedge fund industry: the “elitist” investment profile, the shadowy but enormous impact on the financial markets and the volatility that is the nature of hedge fund investing. We’ve already seen glimmerings that all these elements can come together and create some serious problems for the industry.