The PR Problem Presented By Internet Campaigns

Do internet campaigns led by the public present challenges to the flak trade, or can they be successfully shrugged off and ignored?

I ask because a petition has begun on change.org to give members of the Nationwide Building Society a say on its near £3 billion purchase of Virgin Money.

I am, shall we say, not entirely a fan of this deal.

Now, officially speaking members are too late to force a vote. The fat lady has sung. The President has spoken.

The Takeover Panel wouldn’t allow a member vote at this point, so that’s that, says Nationwide.

It still seems to me a properly organised social media campaign can make things mightily uncomfortable if it gains enough support. If it makes the news, for one thing.

Some flaks liken these campaigns to no more than a Tweet that gets a lot of likes.

As such, no special PR-ing is required to deal with it.It’s just one more thing among many.

They also note that online petitions, and indeed social media posts, are rather susceptible to abuse from bots.

A 2016 EU referendum petition being just one example.

I still think the PR trade is going to find itself spending ever greater amount of time having to convince the public of their case rather than just journalists.

The public may lack certain bits of information, since they haven’t had a briefing from an informed flak, which means they make basic errors.

It also means they can keep hammering away at something, long after hacks have decided it’s a lost cause.

A hack ethical dilemma: Can I sign up to that Nationwide petition and hand over my £50 of support?

After all, my position is already clear.

I’ve pondered, and I don’t think I can.

So, one less signature for them to deal with.

Happy Easter. TB shall be back on Tuesday April 2.