Let’s consider three publicity key factors.
The first. Today anyone can become a signal source about anything and anyone. He has all the necessary resources: phone with photo / video camera, Internet access and numerous free communication platforms to accommodate a message.
The second. All content posted by you or about you is backed up (saved) and is included in fast and simple enough search engine. It is almost impossible to delete the information from this archive or change the recorded.
The third. Socio-resonant message instantly receives a horizontal (and even vertically) dissemination on the information field.
Several axioms in contemporary publicity:
- Much easier to not give a reason (not to create event) than to eliminate its consequences.
- Usually useless to delete the original. It makes sense to adjust event’s translation and discussion.
- Any event commented from different perspectives. Hence – initial meaning can differ from that which has been widely disseminated.
- Information attacks lose their effectiveness in the case of retaliation. And as a result – are harmful to all participants in the conflict.
- Improper actions (to exist moral norms) travel faster and penetrate deeper than the positive.
In current situation publicity of all life’s aspects is rapidly growing and fears generated by this growth as well, this situation repeats three hundred years ago and fifty years ago situation. After newspapers have appeared and they published articles about the people and companies, “gated communities” representatives feared that newspapers will publish something wrong or not right.
With television invention fears intensified. And bubbling grannies – the first and the oldest “social network” – are always properly ensured horizontal distribution and interpretation of information, fueled these fears and, by the way, have created such profession as a Public Relations.
What has changed?
Until today we have seen only quantitative changes, and we can assume that sometime (probably very soon), they will go to quality. The main quantitative changes are the speed of access to the global library and the number of sources filling this archive rapid growth.
Twenty years ago to gather information about a particular person, at first you needed to make sure that this person was more or less socially significant (passed filter to get into the media), and secondly, to physically locate and collect information about him (find publications in libraries, friends and acquaintances opinions, the characteristics in the archives, and so on.). It took days, weeks and even months. Today 15 minutes of active work in the search engine is enough to get a general idea about a person and a day or two to make sufficiently detailed information and psychological profile which in 90% of cases will include such things as the area of interest, the acquaintances circle, life philosophy etc.
Moreover to get “instant look” you need just a first page of search engine: from the headlines to the articles and the photo / video records. Naturally, such significant and rapid quantitative changes inevitably lead to changes in quality.
And we are already seeing the first signs and the first manifestation of this change. The manifestation is the relationship of the image of internal and external state. Five years ago I wrote about that in the public world “brands have lost the right to deceive.”
And it is no longer a hypothesis, but a reality.
When the image and the world view have significant differences, when the brand (company, person) wants to appear different from what is inside, it will be observed, evaluated and strengthened in the broadcast. Moreover, negative information about such non-compliance will spread faster and deeper than the positive. Therefore, there are occasions when the declared principles of the outside lead to the need for internal changes. And hard competitors are looking for such inconsistencies in one another…
The second thing is the fashion for “publicity” and “non-publicity.”
More and more active companies and individuals declare their openness. It is clear that they need to follow the trend of the society’s transparency growth and thereby demonstrate their up-to-date status. However, many people forget that the publicity is the river which is easy to enter and from which it is very difficult to get out. Moreover, today every word (even not spoken publicly but privately) recorded somewhere. And sooner or later this will become public record. This creates an internal conflict – it is trendy to be public, but it is very difficult. From this “counter-flow” is born with those who want “to step into the shadows.”
The third thing is that the information war is losing its former efficiency and become similar to autoimmune diseases. In a single information space (in fact – a single organism) artificially create hostile collision leads to the all its members “destruction” (both initiators and objects of attack). At the same time such organism can spontaneously reject (under attack) foreign elements (judgments, opinions and media) as it manifests itself in the human body as a result of the immune system’s work. This can be called ‘social immunity.”
How to manage publicity?
- To realize that your actions are public. EVERYTHING AND ALWAYS. So be honest and decent is profitable. And it is useless to hide anything.
- Your reputation is the most valuable resource for counter attempts to accidental or deliberate information distortion about you. You need to investments in reputation with investments in information security.
- To take as a rule to control the information openness degree. Perfect condition is to be constantly aware of actions in the “open space”. And to understand that with each passing day it is increasing…