#SochiProblems or the PR-GAU?
#SochiProblems or the PR-GAU"It was supposed to be the mega-event for President Putin and his Russia, the big event with the whole world watching and showing his country in the best light. But it turned out completely differently. Once again, social networks have shown the limits of control and thus exposed any attempts at one-sided propaganda. Already during the opening ceremony, many more failures, misfortunes and mishaps of the Winter Olympics in Sochi went around the world than the official pictures. And not on the authorized TV channels. These channels dutifully broadcast the official images and adhered to the strict rules of the IOC. But via Twitter & Co. Here, mishaps were ridiculed with relish, unfinished competition venues, hygienically questionable athletes' accommodations, etc. were shown. What are the images that will remain with us from the Sochi Olympics? They are the missing fifth Olympic ring during the computer-animated opening show and the bathroom door kicked in by an American bobsledder that could not be opened. Conclusion: Even a mega-event like the Winter Olympics, for which millions are spent on a perfect PR campaign, which plans and controls the coverage down to the last detail, and which is held in relative isolation and in a country that is not exactly known for its freedom of the press, can no longer control what is spread around the world via social networks. And so even a billion-event can quickly become a PR-GAU with gigantic consequences: Under pressure from public and free opinion in the social networks, the IOC will also have to consider in the future where such mega-events should and should not be held - not least because the sponsors also don't want to and can't afford a social media shitstorm as thanks for their millions in sponsorship."
Reto Baumgartner is the owner and member of the management board of MySign AG and is primarily involved in digital branding.
