How social media won NHLPA lockout PR battle

The National Hockey League Players' Association (NHLPA) has convinced fans that they are indeed the victims in the current National Hockey League (NHL) lockout. Social media has helped the players paint a picture of the big bad billionaires that want to take away their right to the money they literally play for.


The players are the strongest brand ambassador one could find for the NHL but as they are locked out, fans side with them over the league. Hockey players have turned to social media to paint a digital fairytale. They are the knights in shining armour and NHL commissioner Gary Bettman is the evil witch.


Before the lockout was even announced, players were tweeting their dismay with how the owners were handling business. Paul Bissonnette of the Phoenix Coyotes seemed offended after Minnesota Wild owner Craig Leipold approved two $98 million dollar contracts to Zach Parise and Ryan Suter.

Few players have been more outspoken about the issue than New York Rangers goaltender Henrik Lundqvist.



Almost daily, Lundqvist finds a way to appeal to fans by talking about how much he misses hockey. He sounds like he wants to negotiate because he chose not to flee to Europe and play for his hometown Swedish Elite League.

The NHLPA has uploaded a series of videos from the players that address the fans. They detail their love and passion for hockey. James Reimer of the Toronto Maple Leafs even states, "We don't want a lockout, we want to play. We love to play." Each player that speaks is sure to point out that although they want to play, like any other business partnership they want to be treated fairly.


The NHLPA has continually had the players use specific lingo; what's right, what's fair, for the fans, we want to play. Most of those things are debatable but one has to admit that the NHLPA is smart. These are calculated sound bites to stick in each fans mind, to make them take their side and so far it has worked.

Power to the People!

             Welcome ladies and gents, I hope you enjoy where I’m going with this one. I feel that the internet has changed the world, for the better! More than any other time in history, we the people are able to right the wrongs and change people’s lives via the global online community. A great example and probably something you've heard about was the woman in the United States, a bus monitor. Karen Klein was accosted by several youths on a bus, this was all recorded on video by 8th grade kids.

           As sad as that scene was, there came something out of it, a random act of global kindness. This video made its rounds all over the world via social media, eventually ending up on the front page of the internet, also known as Reddit.com . From here a Toronto man, Max Sidorov, caught wind of this and decided he was going to send Karen on a vacation. What came to follow was one of the most positive and selfless acts by humanity. Not only was there a fund started for her, but it ended up exceeding $700’000 so that Karen could not only take some time off, but retire out right! Random people, not knowing this woman, came to set what was wrong - right.

            The power of the people is even more present in the example of how the internet created the Tesla Museum (now soon to be). There was an article that popped up on Reddit, posted by the creator of the wildly popular blog The Oatmeal. Matthew Inman, created a list of all Nikola Tesla's inventions and contributions to humanity. Most are oblivious to what he created, as there is no museum to honour his accomplishments. So, here's where it gets good, the land where Tesla's lab was, known as Wardenclyffe, had been put up for sale and set to be demo'd. Seeing this travesty, Mr.Inman then put together 1 blog post called 'Let's Build A Goddamn Tesla Museum', honestly check it out. The goal was to raise $850'000 to split the cost with the state of New York.

 Put it this way, there were enough anonymous donations to not only buy the land outright, but pay for the costs of the building, see here. The power of online community not only brings people together, but helps to sift out those truly in need. Never have we, as a society, been able to harvest this much social momentum as individuals. The medium of information has shifted, transparency and whuffie (subtle, I know) rule all. The more open we are with helping others, the stronger we become as a society. Peace, love and boom goes the dynamite!


-DP


Tweet #HumberPR

Who Owns Your Ideas on a Shared Forum?

“Could I destroy the entire Roman Empire during the reign of Augustus if I traveled back in time with a modern U.S. Marine infantry battalion or MEU?” asks user The_Quiet_Earth on the popular internet forum Reddit. The question is met with many enthusiastic responses, including the beginnings of a story exploring this premise by user Prufrock451, who in real life is James Erwin -a published author, and a two time Jeopardy winner.

His story is well received, and he is encouraged by others in the discussion to create a new “subreddit” where he can continue to post updates, and fans can post related content. Shortly after these posts gain prominence on Reddit, Madhouse Entertainment's Adam Kolbrenner contacts the author about developing the story into a screenplay, and shortly thereafter, a deal is signed giving Warner Brothers the screen rights to the project.

As a Reddit user (or Redditor), success stories like this are life-affirming; As someone studying PR, this sounds like one of Tara Hunt’s anecdotes illustrating how social media revolutionizes the way entities interact with their publics to create content. In this case, however, there is a (potential) catch -Reddit’s user agreement gives it a technical legal claim to user content:

"you agree that by posting messages, uploading files, inputting data, or engaging in any other form of communication with or through the Website, you grant us a royalty-free, perpetual, non-exclusive, unrestricted, worldwide license to use, reproduce, modify, adapt, translate, enhance, transmit, distribute, publicly perform, display, or sublicense any such communication in any medium (now in existence or hereinafterdeveloped) and for any purpose, including commercial purposes, and to authorize others to do so."

According to HollywoodReporter.com, Reddit’s copyright agent has stated that a strict interpretation of this could allow the site to sell the screen rights to this story to a competing studio.

Such verbiage is not uncommon, and is present in user agreements for most social media applications. While many casual users have no problem conceding this issue in exchange for free access, professionals looking for a platform to communicate and collaborate with their audiences may find themselves in an uncertain position:

What does it mean to PR practitioners if research, ideas, and other content we communicate within online communities can be reused, edited, or sold to a licensee of the application? How would it reflect on us, and our relationship with our audiences, if this happens?


Although Reddit, whose representatives have stated they’re revamping their user agreement, has taken no such actions, James Erwin has since stopped using the social media site as a platform to discuss his creation. As dispiriting as that may seem to enthusiastic social media proponents, given the potential risks, can we blame him?

#WantAnR8?

I recently fell in love with Twitter. I've always been in love with cars. So, when I went on my search for accounts to follow on Twitter, I naturally searched car companies that interested me. Mercedes, BMW, Mini, and Audi were among the accounts whose "follow" buttons got clicked.

One day when I looked at what was trending in Toronto, I noticed

a hashtag that read #WantAnR8. I was curious so, I clicked.

What is it?

#WantAnR8 is a campaign by Audi that asks followers to tweet @Audi why they would "WantAnR8" and they then choose some lucky winners! The winners don't win the V10 R8 forever, only for a weekend, but it's just long enough for them to fall in love with it and maybe go out and buy one for themselves.

Lucky Winners

It all started with Julie McCoy who tweeted Audi everyday about how much she wanted an R8. They eventually replied to her telling her that they would be dropping off an R8 to her house for the weekend. She is now the "poster-woman" for the #WantAnR8 campaign.

Another recent winner, Dan Gross, who works in advertising tweeted this to Audi.

It seems that being clever would win you a weekend with your dream car in the case of Mr. Gross. Julie McCoy took the approach of persistence and pure love of the car.

How to win?

Although I'm not positive how Audi chooses their winners, through some careful examination I have found some tips to help you:

• Attach a video to your tweet.
• Tweet often!
• Be clever and genuine!
• And make sure you have a license to drive the R8 in case you are chosen.

Where to find #WantAnR8?

#WantAnR8 is not only flooding the internet. The Petit Le Mans race in Atlanta, Georgia that covers 1000 miles (1600 kms) had signs for Audi with the hashtag on either side. People who tweeted at the race were eligible to win on that day. Audi's Facebook page is another place where you can connect with people with their eyes on the prize.

Audi PR

The #WantAnR8 campaign is reflecting excellently on Audi's PR! They have used social media to promote not only their R8, but the lifestyle to accompany it. Their "Good PR" move has created a huge community of car lovers within all means of social media.

Now really, who WOULDN'T #WantAnR8?

Three Notable TIFF 2011 PR Campaigns

Every September Toronto rolls out its red carpet for the glitz and glam of the Toronto International Film Festival. While Hollywood’s elite are polished up and shipped in like cattle, PR companies are frittering away on very little sleep carefully and creatively crafting the weeks worth of social events and skillfully placing their clients in the spotlight. So, rather then celebrating the celebrity – here is an ode to behind the scenes!

1:TIFF Cadillac SUV’s

Internal Communications – GM Canada

When it comes to a film festival, popularity is everything. We can all agree that the most recognizable symbol for its sixth year in a row is the TIFF Cadillac SUV. Big, black and sleek with tinted windows these trucks are the gates to our celebrity-seeking imagination. You never know who is in them – but you always wonder.

2: The IT Lounge

NKPR Inc.

The IT Lounge is also known as the swag lounge. With every film festival must come gift bags and apparently now; free-for-all gift shops! Sporting brands like L’Oreal, Esprit, Goody and Fila; NKPR and the IT Lounge know how to spoil the elite. With all evil must come some good, right? A great component of the IT Lounge was their charitable partnership with Big Brother and Big Sister Foundation. Okay, we can forgive them.

3: Skyy Vodka Opening Party

NKPR Inc.

Another hit from the crew at NKPR Inc is the opening night gala. They really know how open with a bang. Their Skyy Vodka Official TIFF opening party took the media by storm. Complete with an acrobat dancing from a 35 ft. blue-lit martini glass hoisted high above the masses to the celebrity inspired cocktails this was a party to remember. Who wouldn’t want to raise a glass Wilde Ginger Martini to the team at Skyy and NKPR?

Although these three campaigns are just scraping the surface of the festival, it is important to give credit where credit is due. The tireless hours and creativity coming from the public relations industry during this exciting week gives a new meaning to “doing TIFF”. What outstanding campaigns did you see “doing TIFF”?