Monday's quick reads: Bernanke, blog leaks, and social media engagement

1.) Bernanke goes barnstorming (The New York Times) -- Ben S. Bernanke, the chairman of the Federal Reserve, is on a publicity campaign with a message: the central bank is here to help, and it is not as mysterious or menacing as people might think.

2.) Leaks grow in the world of blogs (The Wall Street Journal) -- The recession, combined with new technology, is sparking new skirmishes between employers and employees over leaks of sensitive or confidential information.

3.) Branding strategies may need updating (San Jose Business Journal) -- An expert says that working with legal counsel means that a brand will fare better down the road. If you choose strong and distinctive marks, you can often put more “distance” between your brand and others that come along later, stopping others from imitating you more closely than they otherwise might.

4.) Study: Financial success tied to good use of social media (ReadWriteWeb) -- A new study released by Wetpaint and the Altimeter Group shows that the brands most engaged in social media are also experiencing higher financial success rates than those of their non-engaged peers.

Bernanke's public relations offensive

Today's Wall Street Journal explores Fed Chairman Ben Bernanke's rare public relations offensive in the wake of global financial uncertainty. You can view a quick video below or read the complete article by clicking here.



Here's a quick excerpt from the article:

"Fed officials have been struck by the public response to Mr. Bernanke's "60 Minutes" appearance, which took him to his hometown of Dillon, S.C., to reminisce about his modest upbringing and to visit his childhood home, which a subsequent owner recently lost to foreclosure.

"Strangers have been coming up to him in airports and supermarkets to compliment him. One Fed employee approached him in the Fed's top-floor cafeteria after the television interview. She told him she was touched to learn his mother was reluctant to send him off to Harvard as a teen because he didn't have the proper clothes."

The strategy reinforces two lessons:

1.) The economy is changing rapidly and public opinion is changing with it. Leaders in business and government are wise to respond with unconventional communications. The Fed has a long history of avoiding overt publicity campaigns, and Mr. Bernanke strikes few observers as an attention hound. Yet the chairman and his team deserve kudos for applying a precedent-breaking communications strategy to an unprecedented economic climate.

2.) Few things are as effective as a compelling personal story. The "60 Minutes" excerpt about Bernanke's upbringing helps to elevate the chairman above an unpopular backdrop: the marble halls of Washington, the impeccable pin-stripe suits, and the corridors of Wall Street. Elevating Bernanke above that backdrop allows a big slice of his audience, the American taxpayer, to view him and his decisions in a new light. His audience may not agree with his actions, but his outreach makes them more familiar with the humble life experiences that help guide his decisions. The implicit message: Every decision Bernanke makes, he makes in the best interests of towns like Dillon, S.C.

"60 Minutes" is only one interview, but it's a start. Let's hear from you. Is Bernanke's communications strategy smart, or is he needlessly inviting backlash from the market if he flubs an interview?