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I choose my words carefully, and I never repeat myself

I choose my words carefully, and I never repeat myself

“My name is Dalton Russell. Pay strict attention to what I say, because I choose my words carefully, and I never repeat myself”. Yes, the film “Inside Man” begins in medias res with Dalton Russell (Clive Owen) narrating the above statement. For my own ironic amusement, I sometimes rewind the scene and force Mr. Russell to contradict himself over and over again.

“My name is Dalton Russell. Pay strict attention to what I say, because I choose my words carefully, and I never repeat myself”. Yes, the film “Inside Man” begins in medias res with Dalton Russell (Clive Owen) narrating the above statement. For my own ironic amusement, I sometimes rewind the scene and force Mr. Russell to contradict himself over and over again.

Before you judge my sense of humor, take a quick look at today’s social media landscape and how riddled with repetition it is. Blogstweets, and even Facebookupdates are often guilty of recycling ideas without the benefits of added insight.

Consider this: Shane Warne, a former cricket star, raged about his dissatisfaction with British Airways on twitter. His five tweets about the rude and arrogant behavior of staff and poor sitting arrangements was re-tweeted more than 60 times on Twitter by his followers. The tweets became hot news for journalists and received extensive online coverage through generating a cloud of negative perception for British Airways. Oops! This was enough to dent British Airways’ reputation.

What’s a dented behemoth like British Airways to do?

Enter “Reputation Management.” Reputation management includes optimization of key words associated with a brand, product or company. Additionally, it not only keeps real time tracking of online news and comments, but also responds to the negativity through appropriate public relations strategy. It fights fire with fire—forcing social media zombies to stop and think about what they’re thoughtlessly reposting.

To amend Mr. Russell’s aphorism: “I choose my words carefully because I know they’ll be repeated—and when they are, I want them to force people to think.”
Shariq Sharif is an Account Executive in the London office of ABI marketing public relations. You can reach him at +44 (0) 207 014 3523 or ssharif@abipr.com

by By Shariq Sharif