Over the weekend, while some gathered for family dinners or hunted for Easter eggs, and others enjoyed a day in the park, I got caught up in listening to the online buzz about Amazon and the global reaction to its new policies.

I watched as anger and dissent – like mutating airborne bacteria – rapidly diffused throughout the Social Web, from network to network and person to person…all while the giant – Amazon – slept. By the time the global bookseller got wind of the situation, Plan A – which could have been “containment,” the chance to proactively manage the situation, was no longer an option. It was time for the big bookseller to declare a public relations state of emergency and go straight to Plan B: global communication and response.

So what did Amazon do? They emailed a comment:

“There was a glitch with our sales rank feature that is in the process of being fixed. We’re working to correct the problem as quickly as possible.”

Amazon’s reply was like pouring lighter fluid on a fire.

As of this writing, the company’s blog still has not been updated and the tweets continue to pour into the stream with #AmazonFail holding its own as a top Twitter trend. There’s talk in the Twittersphere that says Amazon will “speak” tomorrow – the start of what will prove to be a very long week of defensive maneuvering.

In the end, this all could have been avoided. And there’s no excuse for it anymore. Twitter has proven itself – time and again – as a viable and valuable communications channel…in times of disaster, giving, protest, and celebration.

Twitter – like any communication tool on the Social Web – doesn’t take a holiday. It doesn’t sleep. And it doesn’t take weekends off.

And neither should you…if you care about your reputation.

RELEVANT READING:

• Amazon sees censorship decisions magnified through the social web magnifying glass (12 April 2009)
• Open Letter to Amazon Regarding Recent Policy Changes (12 April 2009)
• Amazonfail  (13 April 2009)
• Blogs and Twitter Coin “Amazon Fail” (13 April 2009)
• How to Build a Reputation Monitoring Dashboard (March 2009)

Are you ready to serve as an effective communicator during a major disaster?

The Emergency Management Institute (EMI) in Emmitsburg, Maryland is offering a four-day course that intensely prepares you for the critical role of communicator during emergencies. 

The Advanced Public Information Officer (PIO) program is available to numerous qualifying agencies including schools, fire / EMS, public works, hospitals, utilities, etc. The course covers topics such as: Legal Issues in Public Information, Public Information and Public Policy, Interpersonal Skills for Public Information Officers, Conflict Resolution, Emergency Information Systems, and Stress Management for PIOs. It also includes practical training exercises relating to Joint Information Center operations, Risk Communication, Communicating Effectively During an Emergency, and Media Relations.

If I was a PIO, I’d sign up today – not only for the valuable training but also for the price of only $99, which covers the cost of the meal ticket. The federal government will cover your airfare, lodging and transportation. What a great deal to obtain new crucial knowledge!

NOTE: Thanks to the Greater Oregon Public Relations Society of America for this valuable information and Melinda Kletzok, APR, who spoke at our last chapter meeting.

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I recently asked management at a consumer research firm if they ever had the occasion to strongly recommend killing a product prior to release. The firm said it happened often and with vigor. I was impressed.

We have choices in life. And choosing the path that could potentially jeopardize cash flow is usually not the one we prefer.

So, with that one response, the consumer research firm gained instant credibility, laying the foundation for the big-return bonding experience: TRUST. As we all know, one simply cannot hang a price tag on trust. 

Killing a client project, divorcing a significant relationship, kiboshing a product in development, or terminating a new employee ultimately demonstrates leadership and vision because you’re looking out for the long-term big picture. You’re also looking out for the best interests of both parties (although, at times, it may not seem that way). Knowing exactly when to let go is just another form of achieving success.

My hat goes off to those who understand, embrace and practice “the art of letting go.”

RECOMMENDED RELEVANT READING: The Five Dysfunctions of a Team: A Leadership Fable

Recently a friend (very centered, very grounded) asked me to send her a list of all my favorite songs that reference “breathing.” She is going to write her own song about just that.

It’s a great topic!

Yep, breathing is “the bomb” in communications…Ye Olde Secret Weapon.

Oxygen (O2) is to fire what breathing is to conversation. Breathing can bring new life to your conversations and presentations. Breathing can take a spark of an idea and turn it into a roaring hotbed of discussion. 

In books, blogs, and business seminars – we still hear about the importance of breathing…the importance of taking a moment…taking a breath.

Mmmmmm…

Why do I have to remind myself to take a deep breath sometimes? Is it the 60-second news cycle culture? Is it the multi-media multi-tasking? Is it anticipation? The excitement of being caught up in a moment?

I feel fortunate to have so many moments in my life that simply take my breath away. But I am going to continue heeding the good advice of so many respected sources/resources and remember to breathe during every moment of my life…

TIP: If you want to pump some O2 into your business speaking/presentations, I recommend Cahill and Associates. Their powerful training program is a breath of fresh air.