Web 2.0 opens a whole new environment for ethical pot holes
If you think “astroturf” (the verb) refers to the stuff in football stadiums that never needs watering or mowing, you’re not spending enough time surfing.
“Astroturfing” is a word referring to false PR or fake social media in the blogosphere. According to Wikipedia, it is “formal public relations campaigns in politics and advertising that seek to create the impression of being spontaneous, grassroots behavior, hence the reference to the artificial grass AstroTurf.”
Some examples of this include using a screen name to make inappropriate message board posts about your organization, posting a biased article on Wikipedia about your organization, or compensating bloggers for company sites while giving the impression that the bloggers are reacting spontaneously.
Wal-Mart got lots of national publicity – but not the kind they wanted – when the company was “outed” for hiring two people to write a blog called Wal-Marting Across America. This folksy blog featured the travels of Laura and Jim, a couple on their first trip in an RV as they traveled across America from Las Vegas to Georgia, parking for free at Wal-Mart Store parking lots. In the first blog, Laura says, “We are not bloggers, but since our lives have always been more journey than destination we are explorers at heart …We figured we’d give it a go.”
All of the Wal-Mart employees that Laura and Jim talked to just “loved” their jobs, and the two were all too happy to blog about all the happy people. The blog didn’t ring true in view of the company’s reputation for providing low wages and few benefits. A labor historian and college professor writing on an alternate blog challenged Laura and Jim to reveal themselves and their relationship to Wal-Mart.
When it was revealed that Wal-Mart had hired the couple and paid their expenses, the blogging stunt backfired into a major PR debacle – both online and off. And unlike with traditional media – once something is online – it lives forever.
There are many other examples of astroturfing gone bad, but the point is this: It is easier than ever – and possibly tempting – to hide the truth online, but it’s just as unethical as if it were offline. And PRSA’s Code of Ethics specifically prohibits it. The Code of Ethics also provides these examples of improper conduct:
- Front groups: A member implements “grass roots” campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups;
- Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporation’s performance.
- A member discovers inaccurate information disseminated via a Web site or media kit and does not correct the information.
- A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in “grassroots” campaigns.
When you are developing a campaign, follow these guidelines:
- Be honest and accurate in all communications;
- Act promptly to correct erroneous communications for which you are responsible;
- Investigate the truthfulness and accuracy of information released on behalf of those you represent;
- Reveal the sponsors for causes and interests represented;
- Disclose financial interest (such as stock ownership) in a client’s organization;
- Avoid deceptive practices.
The Buzz Factoree is a Hampton Roads, Virginia, boutique PR and marketing firm that helps businesses buzz their brand by discovering, writing and telling their stories. We use traditional and online PR and marketing strategies and tactics to help make our clients’ businesses more profitable. For more information, call (757)930-0032 or email gail.kent@thebuzzfactoree.com.
