mediations

Learning PR lessons from Robots

As more and more crucial processes move online, we are all being asked to place increasing trust in mechanical devices. The internet of things sounds wonderful, but if you can hack a PC, what is to stop an assassin attacking a heart pacemaker?

Technophobia has been a staple of science fiction since Frankenstein created his monster. What if it gets out of control? What if this new device turns on its creator?

Such fears were grist to the mill for classic sci-fi writer, Isaac Asimov, who in 1941 laid down the Three Laws of Robotics that went on to underpin a whole genre of speculative fiction.

Despite the Laws being hardwired into their positronic brains, people in Asimov's world were still scared of robots, so much so that they were banned from operating on Earth. This is, of course, rather bad news for monopoly supplier, United States Robots and Mechanical Men, IncRobotics. They are confident they have a good product, but somehow they have to build trust in a technology that spooks the ordinary person.

It is an interesting PR conundrum, and one, Asimov addresses in several of the stories contained in The Rest of the Robots. Take this, from Lenny, which was first published in 1958:

(Research director) Lanning grunted. The idea of public guided tours of US Robots was a fairly recent origin and was supposed to serve a dual purpose. On the one hand, the theory went, it allowed people to see robots at close quarters and counter their almost instinctive fear of the mechanical objects through increased familiarity. And on the other hand it is was supposed to interest at least an occasional person in taking up robotics as a life work.

Classic tactics that many a PR would recommend now. Immediately, however, Lanning raises an equally familiar line - ROI.

"Once a week work is disrupted. Considering the man-hours lost the return is insufficient."

"Still no rise in applications?"

"Oh some, but only in the categories where the need isn't vital. It's research men that are needed. You know that. The trouble is that with robots forbidden on Earth itself, there is something unpopular about being a roboticist."

"The damned Frankenstein complex," said Bogert.

By framing the debate in terms of a cultural icon, opponents make it even harder for the pro-robot lobby.

In Galley Slave, from 1951, two scientists at a prestigious university are discussing the merits of accepting a robot proof reader offered to them at a cut rate by US Robotics (again, a classic PR tactic).

"The question in my mind, Dr Lanning, is why we need a robot at all, with all the difficulties in public relations that would entail."

Unfortunately, the robot, Easy, tries to protect an academic by correcting an error it fears maybe damaging, leading to an acrimonious court battle.

Robertson mangled his sandwich. The corporation would not founder for the loss of three-quarters of a million, but the loss would do it no particular good. He was conscious moreover, that there would be a much more costly long term setback in public relations."

Inverse sponsorship: Quantifying Self for Charity

One of the reasons I am becoming increasingly interested in the Quantifed Self is that brings together mechanisams for changing behaviour (that thing some people call PR) and concerns about privacy and constructed personality.

It so getting to the time of year that people make resolutions (which usually means less of the things we like). We all know that New Year resolutions seldom make it to the end of January, and that will power alone is not enough for many people (i.e. me).

One of the motivating factors can be visualisation, linked to tangible reward or disincentives.

The game plans for fitness and weight control businesses such as Withings and Fitbit draw on the benefits of sharing motivations and success. One of the areas that is likely to see a growth in the near future are aggregators which bring together results from QS devices, and Beeminder offers an interesting model.

I like the carrot and stick idea of a Yellow Brick Road showing a desirable path, and could sign up for mild punishments if I break my resolutions, but I don't really want to my penance to enrich a commercial organisation.

It is so obvious that many others must have proposed this, but wouldn't it be great if Withings used the model to bild a charity app, rather like Just Giving? It would be an sort of mirror image of charity - instead of being sponsored by the mile to run a marathon, I would pledge to make a smallish payment to a charity of my choice every week or month I didn't hit a weight reduction/drinking/smoking/book-buying goal?

 

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Whatever 2 Whatever sen.se

At Sen.se, we believe there is no such thing as the Internet of Things.

We rather believe in an Internet of Everything where Humans, Nature, Machines, Objects, Environments, Information, Physical and Virtual spaces all mix up , talk, intertwine, interact, enrich and empower each other in all sorts of ways. This is what we are building and we think that we are not alone

Twiplomacy: Burson-Marsteller research into marketing a country on Twitter. 

 

LeWeb Paris: The Internet of Things

Just back from three very full days at LeWeb in Paris. It was my first time, and it was impressive.

The theme was The Internet of Things and it was interesting to see how the focus has shifted from traditional communication in the form of sharing words and texts to the we-are-all-cyborgs-now emphasis on the ever-blurring boundaries between technology and people.

I am not quite sure about either the Internet of Things or Brian Solis's version, the Sentient World, as labels - neither, I think, have a life expectancy that will exceed 'the information superhighway" but it is part of a process that will change the world.

LeWeb have done a useful job in bringing together videos of various presentations, from the inspiring to the little more than a commercial product pitches, but trying to catch hold of the abundance of new ideas shows quite how hard online curation really is.

There were some good storytellers, not least Benjamin Cichy, Chief Software Engineer, NASA's Mars Science Laboratory, who gave a masterclass in "goodwill and understanding" PR. 

I was also very impressed with Tony Fadell's presentation of the Nest. OK, you are off to a good start when you are introduced as the man who invented the iPod and iPad, but at the end of the day he was still talking about a thermostat. Not a very sexy product... except when you present it with the product values of Apple, and are able to show how it bring imeasurable energy saving benefits.

 

It was also interesting to see the glint of steel that occasionally flashed from the apparently laidback entrepreneurs who had created hugely influential platforms and devices, and to hear how some of them are putting something back with philanthropic projects.

I am sure I wasn't the only person who ordered a Fitbit during LeWeb and I am sure I will be thinking more and more about the Quantified Self during 2013 - with much of this thinking being concerned with privacy and ethics.

I enjoyed discovering LiveTrekker, which does a brilliant job of linking photos, sounds and GPs trails, but was horrified at the notion of somebody wearing a sensor which could tell them if the person nearby was running a fever. I suppose there is no difference between using technology and moving away is a stranger is snuffling and sneezing but I still find it objectionable.