The Politics of Social Media for the PR Practitioner
Last night was an emotional one, as some of the most compelling issues in politics today took center stage – healthcare, abortion and the overall passion that fuels our dominant political parties. I watched as the social Web lit up with fiery opinions on both sides of the fence (and around it, and under it). What struck me most is the number of people I’d previously counted on for PR and marketing counsel suddenly exposed their political views in a very zealous manner. One agency professional, who I greatly admire, unabashedly touted a viewpoint on Twitter targeting one of the most controversial issues of our time, and faced immediate backlash. While I don’t disagree with her, I was truly awestruck that she so publically displayed her leanings.
I own a PR agency. Our clients are companies selling products for the most part. Consumer products and services – sports, fashion, food, technology. Not too much controversy and certainly nothing political. The faces behind the companies are an incredible mix of people with different lifestyles, views, religions and ideals. While you’ll often hear me share my views of PR, social media, marketing and maybe some other stuff (like my love of animals), you won’t hear me share my viewpoints on politics or religion. I consider it my obligation to my clients to remain neutral publically. I also expect that my employees will remain neutral on topics for the sake of our clients. I believe that when you take on the task of representing a diverse mix of clients, it’s your obligation (as a member of their teams) to censor what you put out in the public world of social media.
I look to other PR practitioners and others in the client-facing business world to weigh in. Is it important in a client-based business to keep your views more private so as not to alienate your clients? Or as individuals with our own interests and causes, is it important to comment on topics that you believe in, despite the consequences? Are these two separate worlds, or should we always consider the way we present ourselves in public to be directly associated with our work?
Photo credit: Tiago Ribiero
This is a very interesting issue and I for the most part agree with you on remaining neutral, but the problem is that our professional and our personal lives are blurring so much when it comes to online media that it can be hard to separate the two.
So does this mean because you work at an agency and represent clients you can’t have an opinion. And if you do, where can you share it? My basic rule would be anything that is strictly work related you should not share a political opinion but if it is mixed or for personal use, that should be fair game.
John – thanks for commenting. I combine my personal and professional profiles and I consider it a sacrifice I made in choosing to represent multiple clients that I need to keep my political views private for the most part. It’s interesting how social media has fueled a desire for people to be more vocal with politics. I definitely don’t think that social media means I can’t have an opinion. I am very passionate about a lot of issues. If we go grab coffee some day I’ll share some of those opinions with you. I just don’t feel comfortable taking to my social networks to share those views. I’m trying to be recognized as a great PR person with awesome clients. My political views don’t fit into that equation.
Rachel, really good post. Usually when I talk to people about how to manage the personal/professional identity on line, it’s more about not posting party pictures, not political rants. But I saw the same thing last night and I actually had a hard time holding back myself. So I cracked a joke about it on Twitter instead. People need to remember that if they wouldn’t do it/say it in person, they probably shouldn’t do it/say it on Twitter … or, create a separate persona on line that your professional contacts don’t follow.
Greg – great insight. I felt very uncomfortable watching many people’s emotions run high last night. I’d love to know how many people had to have difficult conversations today as a result.
Great points, Rachel. Our PR firm’s clients also come from a wide variety of political and religious backgrounds — and while being 100% PC 100% of the time EVERYWHERE is totally impossible, it’s important for us to maintain neutrality in client facing situations.
I’ve only mentioned political issues a few times on Twitter — and even though it’s on my business card, most of the people I’m connected with are personal contacts (even if I met them at a networking function). In my particular case, I know that my clients don’t read my Twitter feed, but they COULD – so I try to stay away from totally polarizing statements when it comes to sensitive beliefs. So in that respect, I agree somewhat with John. Twitter is really an interesting mix, because it’s not LinkedIn, but it’s not Facebook, either. The lines are so blurry, and I’m not willing to sacrifice sharing my opinions in SOME forums just for the sake of an online “personal brand.” I must respect my company and our clients, but that’s only a part of who I am. But that’s what’s great about Facebook privacy settings, right?
Valerie
Hi Valerie,
Thanks for chiming in. I think it’s fair to say you and I see eye-to-eye on this topic. Everyone seems to operate with a slightly different degree of transparency on the social Web, which makes it so engaging. I think everyone has a choice, but has to be prepared for the consequences.
Rachel
Brilliant! You are spot on…it is one thing to show some of our personality on our social media channels, it is another to give a full frontal! Separation of church and state-for me, that seeps through everything private vs. public. It is tempting to join in and voice my views, but I realize the greater responsibility I am privileged to hold.
Lauren,
Completely agree with you. What we say is a reflection of ourselves and everything we represent every day. Choose accordingly.
Rachel
Rachel, you being a business owner, I see your point. You have to remain partially neutral. However, as a practioner, I see it differently. Our views are what makes us unique. They shape who we are. I think it’s perfectly acceptable for me to voice my views as long as it’s down in a professional and educated manner.
Personally, I don’t share my views on religion publicly. Politics is something that I feel is a little more public and I’ll share my views. It is what’s made me who I am. I’m a laid back person and from a PR standpoint I’d feel comfortable working with any client/industry, except if they represented a political view opposite mine. I’m passionate about it, have my views and don’t think my professional life should have any impact on my personal life.
Again, as a business owner, I see your point.
Kasey,
I understand your points, and there are some political issues I’ll voice my opinions on, but some I feel are off limits except with people I’m close too. I don’t want to make my employees feel uncomfortable either, which is another reason there are certain off-limit topics in our office.
Rachel
Rachel,
Interesting post and very timely. Yesterday’s debate and discussion was fascinating on so many levels and demonstrated some of the power of social media.
I agree with what you’re saying but also that we have an obligation to promote polite and full discourse whenever possible. I’ll admit to sending a tweet this weekend in response to fear-mongering because it was just so inaccurate. I believe we have an obligation to maintain accuracy and honesty.
What disturbed me most last night and this morning was learning of those who are unfollowing people whose beliefs don’t synchronize with their own. How will we ever learn about other viewpoints if we santizie our news and close ourselves off to other points of view.
Social media has given people something of a “bully pulpit” and I wish people would think before they post. A general rule of thumb, as blockgreg said — “if they wouldn’t do it/say it in person, they probably shouldn’t do it/say it on Twitter.”
It will certainly be interesting to watch this all evolve over time and we’ve definitely come a long way from when I joined the profession in the late 1970s.
Hi Mary,
Good thoughts all around and I totally agree. That said, I unfollowed a few people last night, not because we don’t agree on topics (I welcome a healthy debate and think we thrive on our differences) but because some people were so aggressive and hateful. Those aren’t people you can reason with, and I don’t want that kind of discourse in my Twitter stream,
Rachel
Rachel, I hear you and am considering unfollowing several as well. I find the discourse very disturbing and really hope we can get beyond it.
This is a really interesting issue and I think of it differently from a business owner’s perspective and a personal perspective than from a societal perspective. As a society we have almost lost our ability to respectfully disagree and with it the ability to productively negotiate and compromise. From that perspective, I don’t think it helps to be silent on tough topics. I think the skill needed is in stating an opinion with your perspective in a way that doesn’t demonize people who hold opposite opinions.
From a personal perspective I don’t state political/religious opinions from my company’s twitter account but I do occasionally from my personal Twitter account. I try very hard to make it clear that it’s just my perspective and not comment negatively on other people’s beliefs – because I think having the conversation is important but being respectful is VERY important. And I think that can very effectively demonstrate good management/communication skills if done well. But I also understand why you would stay away from the topic – we don’t have a universal culture of accepting differences but still respecting people.
I like your name.
I think you are saying that the way you approach an issue speaks volumes, and that you are right about. If you can incite conversation rather than outrage, you’ve done it right.
Personally, I very rarely mention my own political stances or religious beliefs on any social networking site. When I do broach these subjects on Twitter, it’s for constructive conversation, not to attack those whose views differ from mine (and there is a definite difference). And, perhaps most importantly, it’s because I feel it offers something of value to my followers…it’s because I think they care or I care what they think on the topic.
While my Twitter is open to all and followed by colleagues, clients, competitors and friends, my Facebook is limited to friends and family. All of whom are very opinionated in all different directions. I will only post political or religious opinions on Facebook if I’m prepared to moderate a very long, sometimes angry, often unproductive stream of comments from the very diverse base of Friends chomping at the bit to be ‘right.’
As for self-censoring in general, I think it all depends. I’m lucky enough to be employed by a firm that values individuality and thinking for one’s self. But, at the end of the day, I represent a brand and am connected to others who also represent this same brand. If there is ever an inkling in my mind that what I say online and how I say it will negatively affect our reputation, our staff or our clients, I’m not going to say it. It’s not an issue of self-censorship; it’s an issue of respect and responsibility.
Hi Andrea,
I’m in agreement with you. I’m a very opinionated person don’t get me wrong – there are just certain topics I avoid as it isn’t what I want to recognized for. I also agree that a lot depends on the platform you are using and what restrictions to viewing you have in place.
I would like to say I very much encourage individuality in my employees because I think they are all uniquely insightful. That’s why we all have very separate but active social profiles. In the grand scheme, there is very little that I ask they restrict, and that is for the comfort level of not only our clients but also our work environment,so that no one feels uncomfortable.
Rachel
Rachel,
I read your post this morning and I have been thinking about it all day – great points!
Most people use social media to rant and rave but it’s important to always keep in mind that tweets can be seen by anyone.
However, I like to think we live in a world where individuality and personality is welcomed. But, when your job and reputation can be affected, there needs to be a filter. Most the time this means being politically correct – no pun intended!
Anna,
Thanks for commenting – I think you are spot on when you use the term “filter.” That’s exactly whats important. You can take a stance in a way that provides value, or you can stay out of the mix completely. Everyone’s situation is different, so it’s important to take that into consideration.
Rachel
Rachel,
Good points all around. This healthly debate is exactly the kind of public discourse that should be encouraged everywhere.
You said:
In the heat of battle (and when you feel attacked—whether real or imagined, personal or ideological—it’s a battle), people will often be more aggressive and sound more hateful than they intend (true, some get wrankled more easily than others). Those whom you unfollowed might be worth engaging in conversation and/or adding to a list you can check in on later without putting them in your Twitter stream. Hopefully, when heads are cooler, sanity will prevail.
All that said, I believe it is necessary to temper your opinions when working in PR. On the other hand, there are causes and businesses I cannot support; my religious and political views are part and parcel of who I am as a person AND as a professional, and will dictate what I will and will not promote.
Transparency is a big part of integrity; and there comes a time when you have to decide if your promotion of a position for the purpose of making money undermines your very beliefs and opinions. There must be boundaries to what you will promote. How do you communicate those… especially if those boundaries ARE political and/or religious?
Blessings,
Jim Bob
Jim Bob,
Thanks for the great insight. You make some great points.
I do want to stress that I also will not represent clients who truly represent something I do not support. I’ve turned down a number of potential clients for that reason. And for that reason, my portfolio is made up of wonderful clients who I truly enjoy and respect.
Rachel
Rachel,
I read your post yesterday and have been contemplating on and off ever since. I think that’s the mark of a fantastic post!
I don’t know that I still have a good response. I come at this from a slightly different perspective. My first agency job was for a PR firm that specialized in political campaigns (for issues and candidates) and grassroots communication. We won business because of our ability to communicate about issues and politics. But, we also won non-political/regular business clients because we had networked with the decision-maker at political events or fundraisers, etc. I also served as a campaign manager for a City Council candidate, a speechwriter for someone running for county-wide office and a volunteer on a number of other campaigns. I’ve thrown very successful fundraisers for candidates. In Orlando, I was chair of the PR committee for the local political party. Politics is very much a strong part of my background. So, while I certainly don’t EVER want to become one of those people who force their views on someone else — or tweet hateful nonsense — I do think it’s acceptable to chime in on political conversations, especially when it’s to share news, tactfully clarify a “mistruth” being presented as fact, etc. As far as I know, this hasn’t hurt business.
To answer your question about whether we should keep our views more private so as not to alienate our clients, I am very careful about how I talk about politics online — always trying to be respectful and open to differing viewpoints. That said, if someone doesn’t want to work with me because RT’d a link related to a political issue, than that’s their decision. But, that’s probably not the kind of client I want to work with anyway.
Love this discussion. Thanks for writing such a though-provoking post!
Heather
@prTini
Heather,
I do agree with you. There are some topics I might give my two cents too and I’m really not suggesting people remain completely silent. I follow you closely and know that you would never say anything that would actually offend someone, which is what I’ve seen a lot of. Your social network voice has always been devoted to driving intelligent conversation -which is what I love about you! Approach goes a long way.
Rachel
Rachel,
As a PR professional who came out of the reporting field, I have been a registered independent for the majority of my adult life. When I was working in the media it was impressed upon me to always remain neutral and to avoid any semblance of bias, even that which could be inferred from ones political affiliation. That did not preclude me from writing with slant if I felt strongly about an issue, but it did allow me to do so without giving people the ammunition to shot down my viewpoint based on their perception of my “agenda”.
The same holds true in the public relations arena. You, I and many public relations professionals often represent clients with varied and diverging viewpoints and beliefs. It is not often(or at least it shouldn’t be) that you are simultaneously on both sides of an issue, though at times in your career you may find yourself representing an issue or position that you, in the past, had been on the other side of. So it is always important to remember when dealing in the public eye, on behalf of publicly facing clients, to remain objective and open minded. This does not mean devoid of emotion or opinion, but it is with great care that you need pick the time, place and medium to express these opinions. After all isn’t it essentially our goal as publicists to inspire thought or debate, to sway opinion or perception in a particular direction? How can one do this effectively with out engaging those who dont already share your opinion, otherwise you would be preaching to the choir and your services not needed.
I think, and mind you this is only conjecture, that the key to the backlash your colleague received was, as you put it….”suddenly exposed their political views in a very zealous manner.”
The sudden outburst of emotion on the particular topic may have come across as duplicitous buy your colleague’s clients. She may have given clients the impression that she was of one opinion/viewpoint/position on a subject and her post may have exposed something to the contrary and therefore they felt betrayed or misled.
And secondly, acting in a zealous manner implies a very emotional or almost fanatical display that does not lend itself to open minded debate. She may have come across as so closed minded in favor or against the subject of which she spoke that those railing against her were speaking to her inability to acknowledge or consider the other side of her stance.
Again, just me speculating.
Bottom line, there is a time and a place for everything. In today’s day of social media and the ability to instantly broadcast our accomplishments and missteps to the masses, one needs to consider those steps very carefully. That does not mean to become docile and not inspire thought, but to no longer think twice, but three times about the impact, and to do so in a respectful and open minded manner.
Best,
Joe,
You make so many great points! Your speculation is spot on – it wasn’t a comment that begged respect or conversation. It was so harsh, and devoid of any reason. I actually support her viewpoints, but the approach was a turn off, and didn’t do anything to help sell the agenda.
Well put.
Rachel
Hi Rachel,
This is a GREAT post! I was struggling with this topic for the past two days. While I have opinions on this monumental political change, I was worried if it would be a good idea to post anything expressing my viewpoints (especially since I am actively looking for a job out of college). For most things PR related, I have no problem expressing my opinion, and with a lot of people who I interact with face-to-face, I do not mind discussing the situation. However, I was shocked to see so many people professionals discussing it on SM networks as well. I do not know if that was the best choice. I feel as PR practitioners, we have to represent our clients and touching on politics, unless working in a political industry, is not a good choice.
So, I agree with you.
Again, great post!
Annie,
Good thoughts and I’m right there with you. We have to be more vocal on our industry to position ourselves and knowledgeable experts. We don’t have the same obligation to become vocal about particular causes. Some things are good for private dialog.
Rachel
Tough, but important topic to tackle, Rachel!
Tough but important topic to tackle, Rachel!
Several years ago, I looked at my Facebook page and decided to remove my political and religious views. I know what I believe and those who should care about what I believe know what I believe.
What my clients need to know about me is completely different. I represent them, so anything I post, rightly or not, reflects upon them.
Mike,
I’m with you. I never even had it on my page. But then, I don’t put my age either.
Rachel
Rachel — knowing your PR counsel’s politics is not uncommon in the PR world of Washington, DC, where I cut my teeth. There are D firms and R firms, and it’s amazing how shops get screened in our out for that reason. Yet as Heather (@PRtini) sort of refers to above, the politics of the individuals often will have absolutely no bearing on the work that needs to be done.
But I’ve tended to steer clear of it. For all the cliche reasons we’re familiar with, it’s great to be who you are (within reason) for clients — it solidifies relationships. But I have to know that if I suddenly scream shrill pro-life message points in the view of unsuspecting client contacts, I could create some problems for myself and my shop.
On my blog a few months ago, after Massachusetts surprisingly elected a Republican Senator, I went after both Democrats and Republicans. It felt great, and it was very true to my political philosophy. But in the process, no surprise, I teased out some opinions and emotions from folks I know that … frankly … I could have done without. The knife cuts both ways, eh?
Thanks for posting.
Shane,
Awesome to hear from someone who’s knee deep in the political arena. I think you are spot on to what I was getting at. I think in your work you may have a little more leeway (or maybe not), but it’s an interesting perspective.
Rachel
I’ve also been mulling the long and short-term benefits and costs of free online expression.
Tweets and posts are our behavioral tattoos. Before committing to one it’s important to counsel yourself as you would your client: consider your brand/personal brand and then ask yourself why you’re choosing to pick up a particular communications tool.
Daily hygiene might include a look in the Google mirror. Like what you see? Think prospective clients will? There’s the expression: “Do what you love and you’ll never work another day in your life.” If stating what you think is your livelihood and that works for you, well done! If not, “you’ll never work another day in your life” is an alarm.
A lot of us are better at telling others what to do.
Kate – well said. It’s funny how when it comes to our own communication, sometimes we forget the “rules.”
Rachel
As a PR/social media practitioner, I also agree sometimes your personal opinions should be left to yourself. If my political or religious leanings may alienate a client’s customers, right or wrong, I’m better off keeping mum on the subject.
We run four Facebook pages and six Twitter accounts for our clients. Some are similar, but all have their own voice. And while each is opinionated, including my own personal account, they’re rarely inflammatory or grounds for disruption.
Keep up the great work!
Thanks for the comment! I’m with you – sometimes it’s better safe than sorry. I don’t work in politics.
Rachel,
Thank you, and finally!
Some of my PR colleagues and I, especially the ones who work in diversity and multicultural specialties, have been pondering this very topic lately, especially given that some of the leadership of our local professional organization have been very open about their political views. Even views on race issues. Ugh.
Like you said in a previous response, it’s not that we mind opposing political views. It’s the ones who are foaming-at-the-mouth rabid and hateful about others’ views that I have problems with. Especially in our profession. I guess I expect better from those of us who supposedly advocate and work for the proper flow of communications – proper to me meaning a respectful, two-way discourse.
I’ve ‘sat’ on my fingers many a time when I see Tweets that I would like to respond to, but fall into that political opinion category. Not every opinion needs to be on the Twitter-sphere.
thanks for opening up this great topic.
Best,
@corinramos
Corin,
It’s hard for me to do justice to your comment except to say very well put, and you captured my thoughts perfectly.
Rachel
At age 43, it’s impossible for me to hide my politics, because it’s part of my past, present and future. Since my senior year in high school, when I volunteered to call people for a voter registration drive, it’s in my DNA.
I’m actually in the middle of writing a blog post about this right now, but here’s the deal. I worked for Al Gore. I collect political buttons. I am a vocal supporter for health care reform. None of these things can be hidden. There is a paper trail.
Since starting my own business a year ago, I’ve had to turn away work. I get to choose my clients now, but they also choose me. Not one of them has ever asked me how my political beliefs will influence the work I do for them. I don’t work for republicans or democrats, I work for people.
I enjoy a good conversation with someone I disagree with, more than a bitch session with someone I agree with. I’ve lost friends on Twitter and Facebook due to my strong opinions, but gained lots of friends and allies as well. To me, it’s all about staying true to my beliefs. And what could be more respectable than that?
Claire,
Thanks for chiming in. I think a lot of it has to do with the types of clients you have, but I respect your decision to be more vocal about your views. I think a lot of it has to do with presentation. I enjoy the connections I’ve made with people of different viewpoints. It’s when it starts to get nasty that I think its a disservice to clients.
Rachel
Rachel,
Love the post and the accompanying discussion. While I think our beliefs are important and are the fabric of our beings, I agree with you that its best to remain neutral and respectful on Twitter, especially if you represent multiple clients. I think Facebook, where there are more privacy controls, is a more appropriate forum for politics. I’m not ashamed to say I’ve had to “unfollow” some folks on Twitter in the past, just because I couldn’t take it anymore. If you want to tweet often about your political views, I’d prefer you put it in your bio so I’ll know upfront.
Brent,
Thanks for reading and for commenting! Fortunately everyone can decide how he or she likes to portray themselves, but sometimes it’s best to measure the risks.
Rachel
Hi Rachel:
I’m a freelance book publicist and have found that politics and religion come up often with my clients. Some of them are looking for a publicist who mirrors their sentiments, so they talk about their biases right up front. Others don’t seem to want to go there. It’s a dilemma in our work — I find I have to play it by ear, depending on which clients want to talk about it and which ones don’t.
Paula Margulies