The Daily Dose

This past December, a local chapter of the UK’s Chartered Institute of Public Relations (CIPR) trade group held its annual “North East Pride Awards” dinner in Newcastle. With a room full of publicity agents, it didn’t take long for the event’s #PrideNE hashtag to trend. And when hashtags trend, they attract unwanted, irrelevant attention. Soon, instead of seeing local PR industry-related tweets, those following the hashtag began to see content hailing the rise of the Islamic State. What went wrong here? Isn’t user-generated content (UGC) supposed to provide nothing but relevant engagement and big-time brand lift? Indeed, to an increasing…

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