PATRON SAINT PRODUCTIONS, INC. ~ CHAT TRANSCRIPT ~ Patron Saint Productions, Inc. Online Publicity Chat Series Topic: Session #7: Firefighting Complaints, Spam Laws Guest: Steve O'Keefe, author of "Complete Guide to Internet Publicity" Date: February 26, 2004 Hello, Tatyana. Hello, Steve. Welcome, Valda. Hi, Steve. Hi, Tatyana, and thanks for the newsletter. Welcome to the Internet Public Relations Chat. Today's session covers handling complaints, spam laws, and how to avoid being blacklisted. Welcome, Michael. Any questions from last week's session covering online newsletters? I had a nice talk this morning with the head of the Erma Bombeck Humor Writers Conference. I'm going to be a guest speaker at their annual summit in beautiful Dayton Ohio at the end of this month. This year, as last, they sold out on conference attendance. They have 60 people on the waiting list. And Tim Bete, the coordinator, said virtually all the marketing for the conference was done online, and that their online newsletter probably accounted for upwards of 90 percent of registrations. He uses a style of newsletter writing we discussed here last week: He reads everyone else's newsletters, summarizes, and publishes his one-paragraph summaries in his own newsletter. This is not only good form, it's also legal -- not a violation of copyright. So one of you should put out a newsletter summarizing these chats. I might just do that! Today we are discussing how to handle complaints about your online PR activities. If you follow the techniques we teach in this class, you'll get very few complaints. That's because we focus on: 1. Targeting messages to those who are clearly interested. 2. Always offering something of value -- usually, content -- and not just a sales pitch. But even the most careful person in the world cannot avoid some complaints. That's because, in any group of 100 people online, there's always one person that doesn't like anything. And he or she is very vocal. For example, I once posted an offer of a menu of recipes from a cookbook to a discussion group devoted to sharing recipes. And I got a complaint about spamming from someone in the group. So my first rule of dealing with complaints is: ASSESS YOUR POSITION! Did the complaint arrive privately to you, via e-mail, or was it made publicly, in a discussion group? If someone complains privately, I tend to ignore it. There are many people on the Internet all wound-up and looking for a target. Maybe things aren't going well in their lives -- you don't want to step up and volunteer to take the bullet. So, arguing with these people, while temporarily satisfying, can lead to negative outcomes. You have to take a step back, and, in many cases, disassociate from the flame, think about what is in the best interest of your venture -- not what might feel good to you personally at the moment. That's what I mean about assessing your position. Now, whenever I get a complaint, I investigate. Because my second rule of dealing with complaints is: THE FIRST TIME THEY COMPLAIN, THE SECOND TIME THEY ATTACK. If someone complains about e-mail, for example, I immediately remove her e-mail address from my database. If I send a second message to that person, the next flame mail she sends to me, would copy her congressperson, my congressperson, my Internet provider, my mother... You get the drift. I don't ever want to get to stage two with anyone. So, let's take an example. I post to a discussion group devoted to leading simpler lives. My posting offers an article about ways to simplify meal management. Five people in the group ask for the article. One person sends me e-mail that says, "Stop spamming our group." I'm not going to respond to that e-mail and tell the person he's an idiot. I'm going to first look and make sure I'm not an idiot. That is, I'm going to make sure I posted the message appropriately: It was formatted well, it didn't contain any commercial language, the group was right on target. If it turns out that the group is devoted to *complex meals*, then I will publicly apologize for posting a message about simplifying to the group. But if, as is usually the case, my message was on target, I'll ignore the e-mail complaint. Now, let's take this a step further: The person complains publicly in the group. When faced with a public rebuke, I have two main choices: apologize or defend. If I let it slide, next time I post to the group, the complainer might unleash an e-mail virus on me. First they complain, next they attack. So, I investigate and, if I was wrong, I will publicly apologize. And if I was in the right, I will defend the posting. Let's look at some defensive statements you can make. If the discussion group is moderated, then nothing appears unless the moderator approves it. If the moderator approved my message, the complainer should take up the issue with the moderator, not me. That's why I love moderated groups. If the moderator thinks you're reasonable, then she's the only person you have to convince. If the group is NOT moderated, then, hey, it's wide-open. You can put any message into the group -- that is not a violation of laws in the jurisdiction where you post. That is, some things are against federal, state, local and international law, such as offering to share child pornography. That is illegal, even in an unmoderated group. But short of violating the law of the land, the group is open. When deciding whether to post messages, I try to assess the topics the group is devoted to. If my message matches, I'll post it. I also look at past messages in the group for signals about content. If there's a lot of "make- money-fast" spam in the group, I'm sure that my on-target message will be more appropriate than that, and most likely welcome. In other words, *Let current standards in the group be your guide to appropriate behavior.* There are some other guides worth consulting, though. If challenged, I will look for a CHARTER or FAQ for the group. There are sites that archive charters and FAQs listed in the Resources/Links/Discussion Groups section of my web site. A charter is a founding document and may specify what kinds of messages are welcome, and what kinds are not. I don't consult these charters or FAQs before I post because most often they were written years ago by people who are no longer involved in the group. I let current standard be my guide, and consult these founding documents only when challenged. Similarly, when you join mailing lists (another form of discussion group), you will usually get a welcome message that says something about the kinds of messages that are welcome or not. These welcome messages can be consulted if you are attacked. There are also Terms of Service you have agreed to when getting an Internet account. These are mostly hidden behind the "Click Here to Accept" button. Rarely do we know what we have "accepted." But these documents can be consulted if you get a complaint. Most Terms of Service prohibit commercial messages. So try to make sure your messages are not commercial. Don't try to sell anything to anyone. Avoid all mentions of prices, SKU's, toll-free numbers, etc., in your postings. Offer something of value, such as a tip sheet or an article -- this is a gift, not a commercial -- and put the commercial language at the end of the article. That's acceptable netiquette. Does a sig line with your URL constitute a perceived commercial intrusion in a moderated group? Michael, good question about the sig line. Signature lines are tolerated in most discussion groups, and using the soft-sell -- just contributing to the group and letting your sig do the selling -- is not only allowed but often encouraged. If there's nothing more than your sig in your message, though, you'll get complaints. I don't use a sig in postings, instead keeping any commercial language in documents I offer. I love it when I get attacked for spamming by someone, and his attack message contains a blatantly commercial sig. In most cases, the complaints I get are more commercial than the postings I put up. I once had someone accuse me of violating copyright, and the complainer quoted a song lyric in his sig -- which is a well-established violation of copyright. Sometimes, as in a health/medical group in which I participate, the sig gives you credentials for your opinions. Yes, Valda, sometimes credentials add weight to a posting. But the sig doesn't need to have a URL or toll- free phone number, or something else that looks commercial. Let's talk a little about e-mail complaints and spam laws. When I send e-mail to journalists offering a story lead, I sometimes get complaints. I immediately remove the complainer's e-mail address from my database, then I follow-up, explain why I sent him the message, and that I don't rent or sell my list, and I can be quite picky about the story leads I send to him. In nine cases out of 10, journalists have agreed to stay on my list. In most cases, they are sending "form flames," and once they realize it's me, they agree to stay on the list. So, defending yourself can lead to good things. It makes you stand out from a horde of spammers as someone who is conscientiously trying to "do the right thing." But there are state, federal, and international laws now governing unsolicited commercial e- mail. So you do have to be careful about renting and using bulk e-mail lists. I've never done that, but I e-mail journalists off my own list all the time. If their e-mail address is on my list, it's because I found it somewhere in public: often in their bylines or publication mastheads. You can't publicize your e-mail address and then complain that someone sent you a story idea. Well, you CAN complain, but you won't have any legal standing. One thing I do to reduce complaints is track results carefully. If a journalist has responded to two previous pitches, I can remind him about that if he complains. Then he usually consents to staying on my mailing list. Has anyone here run into trouble online? Thanks for joining the Internet PR chat with Steve O'Keefe. We're talking about handling complaints about discussion group postings. If a company, say, an art gallery, posts its contact info on a portal looking for artwork, is it fair game to approach, if appropriate -- even if you suspect it's trying to locate specific investment pieces, but might also be interested in contemporary art? Yes, Michael, they are fair game. If the address is posted publicly, and you are providing something of value, and not just a sales pitch. Does "tracking" mean you/someone has to read everything you/they write? Valda, tracking means I track every response they make to e-mail I send them. For example, for a typical book promotion campaign, I send an e-mail news release offering a review copy of the book to 700 journalists out of a database of about 25,000 e-mail addresses. These 700 people are those most likely to cover the topic of the release. Typically, I will get about 100 bounces, 50 requests for the book, and one complaint. I track all the 50 requests for information. Some will just say, "interesting, but no, thanks." I'll note that in my database, too. Then, if I get a complaint, I see if I've had interactions with this person before. Those tracking notes often help me diffuse complaints. Another example: I send an announcement about this chat program out every Thursday morning (okay, so sometimes it's early Thursday afternoon). If someone asks to be taken off the list, I'll remove her e-mail address from the group and SAVE HER E-MAIL. That way, if something funny starts happening -- I get another complaint from the same person, or my Internet provider says there's a complaint, I have a record of my actions to resolve it. Here's an interesting insight into human behavior: People hate getting messages they don't want, and like getting messages they DO want. And it doesn't matter if they opted-in or not. Opt-in is really a smokescreen. You should never send people messages they don't want. Whether they opted-in or not. So you have to be a bit clairvoyant about what people really want, not what they said they wanted. Do you tell the "remove me" people that you HAVE removed them? Valda, yes, I do send a mia culpa message apologizing and telling them their name has been removed. And I keep a copy. Very informative, Steve, thanks, and thank you, everyone, for joining this chat today. Next week's session will cover E-Mail News Releases. You must have generated a really big database for all this tracking. Yes, Michael. Unfortunately, it is so large it has crashed a couple times today already. I need to upgrade my software! The most creative complaint I ever received came from a guy, who said he wished Steve O'Keefe was encased in Styrofoam so that he could light me on fire and watch little bits of me flame off! That was a good one. Wish I'd saved it. Recently, a discussion group of librarians decided to move to moderation to cut down the spam. They all agreed that no more spam would be tolerated -- "except that new book guy, he's okay." That's me. That was nice. I had a moderator from a CompuServe Forum who sent me a message that started, "The terms of service in our forums prohibit commercial announcements..." And I thought, oh no, here it comes, I'm banished! But she proceeded, "However, what you have done -- uploading an excerpt containing commercial information in the library, and then posting a message telling people about the excerpt -- conforms perfectly with our rules. In fact, it's so good that I would like to use your posting as an example of acceptable behavior for others in the forum." Wow, that made my day. People really like it when you contribute something of value. There are so many jerks online that you forget sometimes that there are people out there, who quietly appreciate what you are doing. Sometimes, a good flame war in a forum brings out the silent majority who *like* what you're doing. If you do manage to get banished from an important group, is there any recourse to get reinstated? Pleading with moderators? Yes, Michael, pleading is the first line of defense. There are some resources here in the Links/Discussion Groups section that may help, too. After a heavy campaign, or if I get complaints, I will check the "net abuse" discussion groups to see if anyone has complained to the net cops about my behavior. In 10 years, I have never been blacklisted. Knock on silicon. That's impressive! But if you are blacklisted, there are fairly clear procedures for investigating and clearing your name. There's a more detailed discussion in my book. That's right, I almost forgot, I have a book out, "Complete Guide to Internet Publicity." Okay, so ends the commercial portion of today's program. Hope I don't get any complaints! I've got to go now, but I hope you'll join us next week for my FAVORITE topic: e-mail news releases! Just wanted to note that I'd seen your hardcopy newsletter, and it was very well done, Steve. Thank you, Michael. I'm proud of my zine. Glad you liked it. I'll send a sample to anyone -- just send your snail-mail address to tatyana@patronsaintpr.com. Thanks for coming, everyone. I'm outta here! Thanks, everyone. See you next week! __________________________________________________ ABOUT THE GUEST STEVE O'KEEFE is the author of the outdated classic, "Publicity on the Internet" (Wiley, 1997), and the updated new book, "Complete Guide to Internet Publicity" (Wiley, 2002) -- based on over 1000 online campaigns. Steve pioneered many online marketing techniques which are now considered standard practice. Steve's writing has appeared in over 100 publications including The Wall Street Journal, Harper's, Internet World, PR News, Outside, Small Press, Salon, Curio, NetWorth, and HotWired. Steve is a member of the adjunct faculty at Tulane University where he teaches online public relations. He is Executive Director of Patron Saint Productions, Inc., a publishing consultancy specializing in online marketing strategy, campaigns, and training. __________________________________________________ ABOUT THE BOOK Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns by Steve O'Keefe Published by John Wiley & Sons, Inc. (2002, ISBN 0-471-10580-5, 436 pages, softcover, $34.95) Available in most bookstores online and off. "Nobody knows more about making a splash on the Internet than Steve O'Keefe. And no book reveals better how to do it than this one." -- Fraser P. Seitel, Author of "The Principles of Public Relations" "Steve O'Keefe's book is, by far, the most comprehensive Internet publicity book available. It's a tool that any business owner or publicist needs to read to conduct an effective online PR campaign." -- Lorilyn Bailey, CEO, NewsBuzz.com "Complete Guide to Internet Publicity" is the bedrock reference book for designing and implementing online publicity campaigns. The book takes a "how-to" approach, with detailed instructions for planning the campaigns, creating the materials needed, launching the campaigns, dealing with any problems, and measuring the results. The instructions are highlighted with anecdotes culled from hundreds of campaigns conducted by the author and other Internet publicity professionals. Chapters include: 1. The Power of Internet Publicity 2. E-Mail News Releases 3. Online News Rooms 4. Discussion Group Postings 5. Newsletters and Direct Marketing 6. Chat Tours 7. Online Seminars and Workshops 8. Web Site Registration and Linkage 9. Contests and Other Fancy Promotions 10. Syndicating Your Promotions 11. Building an Online Publicity Operation "Complete Guide to Internet Publicity" is a goldmine for those people responsible for online publicity operations, whether as managers, professionals, instructors or students, including such professions as marketing, advertising, web site design & construction, e-commerce, direct marketing, and customer service. The book and companion web site both include templates for all the campaign materials described, and time-saving resources to help locate target audiences online. This book is essential to anyone charged with promoting a product, service, company, person, or web site. Order your copy today. __________________________________________________ Copyright ©2004 by Patron Saint Productions, Inc. All Rights Reserved. Please request permission before duplicating or distributing this document. For reprint permission, send mailto:permissions@patronsaintpr.com. Thank you.