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The power of smartphones and social media in animal awareness

~ Media and PR perspectives

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Digital media training

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The power of smartphones

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Cameras everywhere

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The numbers

100 hours of video uploaded per minute

1.3B active users16M in Malaysia

600M active users

200M active users

550M active users

43M mobile subscribersin Malaysia

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Cute pics of pets = Pass-along value

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Puppy killer video goes “viral”

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Characteristics of “viral video”

1. Acceleration: Speed wins.2. Amplification: A small issue

appears bigger than it is.3. Authentication: Or lack of it. If it

seems real people pass it on. (Some users increasingly fast at spotting fakes.)

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How it can go wrong: Poodle cruelty

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The wrong men identified

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Internet: Friend or foe?

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PR disasters

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Media reports on “viral videos”

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PR win

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Good news, get it out fastBad news, get it out faster

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Reactions in a crisis

POORDefensive – take

it personally

Decline to comment

Deny or lie

Deflect – taichi, play blame game

Downplay

BETTERAccept – that it has

happenedAcknowledge – to those

affected, media, publicAssure – show you care,

calm fearsApologize (if you have to)

and be specific, express regret, suggest remedy

ACT – assess your allies, plan your action, act out your plan

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Takeaways• REPUTATION: Video is going to impact your work in

profound ways. A single video can damage your reputation and spread like wildfire. Be prepared to respond.

• PERCEPTION: The perception of the public, how people view what you do, is just as important as what you do. Invest in training for PR skills, video skills, crisis comms.

• SOCIAL MEDIA: Plan and setup a social media presence: Facebook, Twitter, Instagram, YouTube, Vine. Use your social media channels to engage and provide feedback with your constituents, followers, fans, stakeholders

• ALERTS: Provide alerts and warnings through your Internet presence + email and WhatsApp.

• LEARN APPS: Take and post photos and videos daily -- useful skills to know.

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Fireman saves kitten

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“The greatness of a nation can be judged by the

way its animals are treated” ~ Mahatma Gandhi

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