By Mary Beth West, APR

A few months ago, when I read the Knoxville News Sentinel story of what took place on the UT campus the week of March 7, and then later the campus newspaper story as well, I was left more than a little flabbergasted, as were many of my colleagues. 

Activist organizations like the “Yes Men,” such as they are, have become something of a growth industry in this past decade worldwide, using unconventional and sometimes downright unethical communications tactics, largely fueled by the Internet, to make their political or social statements. 

This session was orchestrated by a UT professor in the School of Art (part of the Humanities Department), who is quite respected and accomplished in printmaking and other fields, but who has an interesting take on hoaxes in general, apparently viewing them as more of an artistic endeavor than the more pragmatic reality that constitutes my worldview.

I’ve been trying to understand this perspective but can’t quite seem to get from Point A to Point B on it.  It’s a situation where I want to be respectful of other viewpoints, but at the same time, I feel like the viewpoint I represent on behalf of my profession needs to be heard, too.

That’s why I appreciated New Sentinel Business Editor Bill Brewer publishing my column this past Sunday in response to the presentation at UT.  I hope that if nothing else, it will make the point that there is an ugly flip-side to engaging in this kind of behavior in the name of activism (or art) that can permanently haunt one’s résumé, not to mention create a major public disservice.

I also hope it will make the point to UT’s administration and the bizarre litany of underwriters to the Yes Men event that next time a group like this one is invited to campus, it sure would be a great idea to present an alternate point of view – hopefully one that offers just as much persuasion to students to take a different path to achieve their goals.

Incidentally, kudos to UT College of Communication & Information Dean Mike Wirth, who chose not to be an underwriter of the Yes Men presentation.   I think it was the right decision and certainly one that admirably rejected the type of message that was put forth back in March, virtually unchecked at the event itself.

Several members of our team attended the February PRSA Volunteer Chapter meeting, where Gary McCormick, APR, Fellow PRSA – this year’s national PRSA chair / CEO and Knoxville-based Scripps communications exec – shared insights on the 2010 outlook shaping the public relations profession.

Among his recommendations on navigating social media relationship management, Gary urged the audience to consider developing “listening points,” not just talking points, in order to manage dialogue with diverse audiences who undoubtedly are calling the shots like never before.

To us, the idea of listening points draws upon an oldie but a goodie – the issues management playbook – whereby the PR team identifies and constantly monitors outside issues impacting, or potentially impacting, an organization’s world and that of its stakeholders. 

The process involves taking those issues and helping an organization stay one or more steps ahead, not just via messages, but via policies, procedures and behaviors that stakeholder groups view as the only legitimate evidence of where an organization really stands. 

Hence, the role of listening . . . after all, you can’t effectively advocate for an organization’s position if you’re deaf to the voices and points of view around you.  In equal measure, you can’t help guide an organization’s decision-making toward the best business decisions if management can’t (or won’t) hear, comprehend and hold some level of empathy for how stakeholder groups absorb the impact of those decisions.

Great case in point: the apparent lack of effective listening going on in much of the financial sector regarding executive compensation. 

Chapter President Susanne Dupes, APR, closed the meeting by announcing a $1,000 gift given to the UT College of Communication & Information’s public relations program in Gary’s honor, a gift in which our firm was proud to take part.  A terrific leader like Gary, who is keeping our profession’s best practices front-and-center, couldn’t be more deserving.