Community vs. Corporate: Prita Case

There are many interesting cases of Public Relation featured in business schools and PR schools. But I guess this one will soon be featured as well…

I first heard about it two days ago, featured in Kompas newspaper (2 June 2009): Prita, Saya Ingin Pulang…

The case is basically the poor Prita, imprisoned because of her email. “Pencemaran Nama Baik” that’s what the lawyers said and what the court has ruled. Am not a legal fanatics, but basically they (mis)-use a number of laws to build a criminal case. And the result: imprisonment for Prita. She was jailed for approx. 3 weeks while waiting for her trial. Though just recently released… after the case got sooo big attention from everyone (including all three presidential candidates… )

It started as Internet-related case… then it will continue [be fought and won] through the Internet media. Kompas in that article mentioned about Facebook group/page/Cause supported by 15,000 people already. By the time of this writing, there’s already 120k people… so it’s 100k overnight.

Viral. Social media is sooo viral.

Guess the Corporate chose the wrong “enemy” and played the wrong card. It’s going to be a PR hell for them. For years probably. It’s going to take millions of Rp to recover their credibility… no matter whether they are right or wrong (legally). Public opinion has been formed and shaped firmly. (Good luck changing that).

Some old Corporates just don’t understand and underestimate the power of social media and community, the power of recommendation, the power of word of mouth… multiplied by the effectiveness of Facebook (and others) of spreading news.

Community vs Corporate = 1 vs 0

Links:

• Facebook Cause – join now! 1,000,000 supports for Prita