Has business lost the argument? X versus Bluesky, and Coleen’s jungle PR
Nov 19, 2024
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The discussion tackles whether businesses should engage in public debates and the consequences of staying silent in today’s environment. A crisis at Ben & Jerry's sparks insight into corporate communication, while the exodus from X to Bluesky reshapes how we connect. The episode also highlights Colleen Rooney's savvy PR tactics amid challenges, showcasing how effective messaging can redirect narratives. CEOs are urged to confront misinformation directly as the landscape of authenticity in communication evolves.
The shift from Elon Musk's X to Blue Sky signifies a growing demand for genuine user experiences, challenging businesses to adapt their communication strategies accordingly.
Ben & Jerry's activism demonstrates that engaging in controversial discussions can strengthen a brand's identity and loyalty, even amidst corporate complexities.
Deep dives
The Shift in Social Media Dynamics
The growing exodus from Elon Musk's platform X to the emerging social media platform Blue Sky reflects a significant shift in user preferences and behavior. Users are leaving X due to experiences of manipulation within its algorithms, perceived biases, and a decrease in constructive engagement. Blue Sky offers a more collaborative environment, reminiscent of early social media, inviting users to shape their own online experiences. This trend poses important questions for businesses regarding their presence on social media, as brands must navigate which platforms align with their communication strategies.
The Role of Controversy in Brand Identity
Ben & Jerry's commitment to activism and social missions showcases how a brand can leverage controversy to enhance its identity. The company's recent legal dispute with parent company Unilever over its ability to express political views demonstrates the complexities of maintaining a values-based business within a larger corporate structure. Since its founding, Ben & Jerry's has positioned itself at the intersection of quality products and social consciousness, generating a loyal customer base that appreciates its bold stance. This case emphasizes that businesses can thrive by engaging in contentious discussions rather than shying away from them.
Crisis Communication Challenges for Big Pharma
The potential nomination of Robert Kennedy Jr. as the Secretary of Health underscores the precarious position of pharmaceutical companies amid public skepticism regarding vaccines. His history of promoting vaccine misinformation highlights the risks businesses face when they disengage from public dialogues about health and safety. As vaccine skepticism continues to pose significant threats to public health, it becomes crucial for pharmaceutical companies to counter misinformation proactively and assert their successes. This situation exemplifies how companies that remain silent may inadvertently pave the way for misinformation campaigns to dominate the narrative.
Is it time for the business world to enter the great public debates of our time - and is it bad PR if you don’t? Its absence has left a vacuum for misinformation to spread and CEOs like Greg Jackson from Octopus Energy are stepping up.
David Yelland and Simon Lewis discuss this, as well as a fascinating crisis at ice-cream makers Ben & Jerrys and big pharma in the wake of Robert Kennedy Jr's nomination as the next US health secretary.
Also - what does the exodus from Elon Musk’s X to Bluesky mean for the way we all communicate, and how companies communicate with us?
And Coleen Rooney’s PR coup. What the I’m a Celebrity star can teach the communications great and good about how to get your message across.
Producer: Eve Streeter
Assistant Producer: Ella Blaxill
Editor: Sarah Teasdale
Executive Producer: William Miller
Music by Eclectic Sounds
A Raconteur Studios production for BBC Radio 4
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