critique of the book "tactical transparency"

1. By: Alix Parkinson 1

2. The First Date Conversation “Picture a first date of your own and focus on that magical moment when you moved from small talk to real talk. There’s nothing wrong with casual conversation, mind you. It’s the usual approach to get to know someone. But when you are able to transcend those initial movements and catch glimpses of authenticity from another person revealing something about himself or herself, that’s magical. Those moments of honesty in revelation are gifts, and they’re instantly recognizable. Authenticity has a palpable feel to it, a stripping away of pretense, that COMMANDS attention in any environment.” 2

3. “Be Honest, authentic, and willing to engage in conversations – even conversations about things that are not exactly flattering – and your company will be respected. Goodwill accrues that can see you through difficult times.” Transparency – the degree to which an organization shares the following with its stakeholder publics: • Its leaders • Its employees • Its values • Its culture • The results of its business practices, both good and bad • Its business strategy 3

4. Fundamentals of Blogs and their impact You can write about whatever you want. Others can comment about what you’ve written People can write about what you have written and link to your original article “Before blogs, people unhappy with your business would tell ten friends who might tell ten friends…Today, and unhappy Comcast customer videotapes a technician who fell asleep on his couch and the video is viewed by millions on YouTube, becomes a source of discussion in both the blogosphere and the mainstream media, and morphs into a genuine reputational CRISIS for Comcast.” http://www.youtube.com/watch?v=CvVp7b5gzqU&feature=fvw 3 Key Concepts of blogs …SEISMIC SHIFT in the way business is done 4

5. Social Networking – The New Watercooler “It’s the discussion in the hallways during a conference or deals made over drinks that demonstrate the real corridors of power for business. In other other words, social environments provide an atmosphere of openness and authenticity not found in the typical office setting. The corporate paradigm shifts from formal to frank, and business is expedited largely due to transparency. Optimum positioning in Social Networks Identify the culture of the site as you would when joining a club or group Establish your own voice and profile Recognize where your target stakeholder spends time online Reach colleagues and employees in addition to customers Strategize self-branding Realize their purpose as a trust filter 5

6. Gen Y, Gen Facebook, Echo Boomers Social media driven by people under 30 Ernst & Young’s Paid Facebook Facebook Fridays: Serena Software Redefines Productivity “College students and other members of Gen Y reward employers who embrace transparency. Recruiters who tell highly qualified candidates that they must apply through traditional channels will lose candidates if those candidates want to connect through newer channels such as facebook.” Corporate Use Ball is in our court…? 6

7. Objectivity, Purpose, Esteem, Navigation iPhone price dropped dramatically, earlier customers were angry O- apologized and explained decision making process P – offered store credits E – reputation for innovation supported him during conflict N –reacted quickly to avoid future consequences Guilty of Astroturfing Walmarting across America O – did not disclose trip was funded by WFWM P – appeared as though Walmart was trying to “pull a fast one” E – demonstrated that ethical uses of social media was not inherent in Edelman culture N – Could not reverse question of integrity Done right – Apple, Steve Jobs Done Wrong – Walmart, Edelman 7

8. Transparency During a Crisis 24 hour news - no such thing as news deadline Internet – citizen journalists “How you need to deal with rumors, with information going out, with people talking with each other, with how quickly something that is deep within the organization can be spread to various constituent groups, to stakeholder groups, has very much changed, and the primary driver of that change is the Internet. We communicate with each other regardless of distance much more quickly than we did before because we have the means of communication at the speed of light.” 8

9. Transparency During a Crisis Maintain a positive image of the organization Present timely, accurate, candid, up-to-date information Remain accessible Monitor communication channels to catch misinformation early Maintain constituent support Survive the crisis The public is risk averse – Southwest Airlines Emotion, not logic, prevails – Exxon Valdez Symbols characterize a crisis – Enron There are no secrets – influential bloggers Six Main Objectives Crisis Principles 9

10. The Greatest Fear “Web logs are the prized platform of an online lynch mob spouting liberty but spewing lies, libel, and invective.” All companies fear the loss of control accompanied with social media How do I earn respect in real life? If I’m perceived as having integrity, why is that the case? The power of the personal experience online Engage in conversation Expect negative comments Genuine conversation always allows a difference in opinions Post all comments, positive or critical Practice comment moderation and monitoring 10

11. Tactically Transparent Presidency 11 Physical demeanor, speech, emotion, Facebook, Digg, Twitter, YouTube Democratic convention in Denver Opened up political process Provided citizens with vehicles of two-way communication

12. Final Thoughts – Tactical Transparency 12 Helpful examples, both literal and figurative Offers many different viewpoints Very current trend Highly recommended…especially before job interviews Questions?