Author Archives: Sara

Should Brands Create Controversies?

Posted on August 14, 2012 by Sara| Leave a comment

Unless you’ve been living under a rock, you’ve heard about how the president of Chick-Fil-A, Dan Cathy, feels about same sex marriage.  In an interview with the Baptist Press  he took a controversial stance and created an uproar that might have put the fast food joint in jeopardy.

Interestingly enough, this move did wonders for his bottom line. Anti-gay marriage supporters dedicated an appreciation day to the chain, giving it one of the highest grossing sales days it’s ever had.

As a public relations professional, I have to wonder: was Mr. Cathy’s public stance on such a controversial issue intentional?   It came to my attention that almost three quarters of Chick-Fil-A locations are in the more conservative Southern states.  Could this have been a planned PR move in order to boost sales primarily in these areas?

It’s an interesting thought. Marketing departments work hard to create relatable and attractive brand images. So the idea of starting a firestorm seems a bit risky.  Maybe it’s a case where bad press can be good press, too.

So do you think this was an intentional move? Is it a good tactic for brands to create controversy in order to boost visibility and sales?

@SaraAlisia

 

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If You Could Do Your Banking on Facebook – Would You?

Posted on July 17, 2012 by Sara| Leave a comment

Image: digitimes.ie

From time to time, I might ask close friends and family members for a financial advice, but I can’t say I’ve ever thought about the possibility of “social banking.”

Financial giant, Citibank, is however thinking about the possibility of “social banking,” as least as far as Facebook is concerned. The bank recently posted an interesting message to its Facebook page, asking fans if they would bank through Facebook, testing consumer appetite for “social banking.”

The post has already garnered nearly 800 ‘Likes,’ but comments on the post are overwhelmingly negative – here’s just a small sampling (positive and negative) of my favorites:

  • “100%”
  • “No way.”
  • “Yes, absolutely.”
  • “Over my dead body”
  • “No. That would just give hackers an incentive to hack Facebook. In the long run, I get my information stolen, and Facebook AND Citibank lose their reputation for keeping your information safe.”

It’s clear, we live in an ever more-connected world. We check-in, hangout, Tweet, ping and snap photos all day and all night. We can already deposit paper checks into our accounts with mobile banking apps and transfer money with a touch.

That convenience has improved the way we do business and streamlined money management, but is a good idea always worth taking to its logical extreme?

Facebook’s questionable privacy history, combined with the obvious security questions raised by many Facebook users in the comments on Citbank’s post, come together to create what could either be a disruptive partnership that changes the way we think about banking, or, it could be a behemoth privacy disaster.

So, what do you think? If you could do your banking on Facebook, would you?

- Marrissa (@marrissam)

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Guerrilla Marketing: Do YOU Deserve to Die?

Posted on June 29, 2012 by Sara| 1 Comment

Guerrilla marketing often aims to offend people in order to gain their attention.  It’s not for every organization, but it can work.  Officials at the Lung Cancer Alliance seem to have a good understanding of the concept.  The group recently launched a campaign that includes posters saying things like: “The tattooed deserve to die” and “Cat lovers deserve to die.”

What the..? Hey! I love cats!

 

Upon visiting the group’s website, you see a countdown clock until the big reveal of a mysterious disease that doesn’t discriminate: lung cancer.  The clock has been removed and replaced with:

“Many people believe that if you have lung cancer you did something to deserve it. It sounds absurd, but it’s true. Lung cancer doesn’t discriminate and neither should you.  Help put an end to the stigma and the disease.”

The American Lung Association has always been the top dog when it comes raising awareness/funding for lung cancer research.  But this guerilla marketing campaign really put the small Lung Cancer Alliance on the map.  I had honestly never heard of the group until recently.  Many angry comments posted across social media sites prompted me to check it out.

Well done.  I see what you did there, Lung Cancer Alliance.  You let the ticked off people do your dirty work for you.  Here are some excerpts from the Lung Cancer Alliance Facebook page:

 

Some would argue for the end of this campaign. It’s certainly not appropriate for all issues or groups.  But for a small, cash-strapped non-profit trying to raise awareness about a deadly disease, I applaud the effort.

 

@saraalisia

 

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PR: There’s an App for That

Posted on June 13, 2012 by Sara| 1 Comment

Almost everyone has a smart phone, most likely compete with tons of downloaded apps.  I recently sat in on a discussion about which mobile apps are most useful for PR industry pros from Cision.  Here is the top ten list:

1.     Bump

Bump is like a virtual business card that allows you to swap info with people just by launching the app and then physically “bumping” your phones together.  It’s perfect if you’re on a time crunch and want to make a quick connection.

2.     CardMunch

This app allows you to take pictures of business cards and convert them into contacts right into your address book. The top perk to this app is that it will also show you LinkedIn profile information as well as any connections you have in common.

3.     Dropbox

This is a very popular and free service that lets you store/access your photos, docs and videos anywhere and share them easily. It’s so convenient to pull files your Dropbox account from your phone and share with others on the go.

 4.     Evernote

The Evernote app helps you remember your ideas, projects and experiences across all the computers, phones and tablet platforms you may use.  It captures text, photos and audio and then synchs it via the cloud.  These files can then be shared, edited and used to collaborate with your co-workers.

5.     TweetDeck and HootSuite

Either of these two apps are a great way to keep track of journalists’ feeds and also handy when you need to manage your Twitter/Facebook presence while travelling.  As far as layouts go, it’s really a Coke vs. Pepsi thing.

6.     Yammer

Yammer is an enterprise social network service and is used for private communication within organizations and pre-designated groups. This is a private way to collaborate with your co-workers and send them messages.

7.     Google Analytics (mobile)

This app gives you instant, mobile access to your Google Analytics.  It’s perfect if you’re travelling but still need to report back to the office about how a post is doing.

8.     Word Press

This app is compatible with almost every operating system.  For this reason, it’s a great way to update any blog on the go.  This is awesome if you are blogging from a trade show and want to share timely updates.

 9.     Tripit

If you travel frequently, this app is a lifesaver.  It basically takes and organizes all of your trip details (flight, car rental, reservations and anticipated weather) and puts them in one place where you can share those details with others and print out your tickets.

10.  Media Database Apps

If you need to look up a media contact and you aren’t by a computer, it’s helpful if the media database service you use has a downloadable app.   MyMediaInfo, CisionPoint and Vocus are among those that have them. Great for a last-minute pitch.

Do you have any good apps to add to this list?

Follow me @saraalisia

 

 

 

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Twitter: It’s Not All About You.

Posted on June 8, 2012 by Sara| Leave a comment

There’s no question, social media (primarily the “big three” networks: Twitter, Facebook and LinkedIn) is integral to a successful, comprehensive PR campaign. However, as corporations get more comfortable with social media, we’ve noticed that many of them still have a “Marsha, Marsha, Marsha…” approach to Twitter. To those organizations I say, “Newsflash: it’s not all about you.”

That may sound a bit harsh, but what I really mean is that social media, Twitter especially, should not be used as corporate air horn – only for broadcasting company news, white papers, case studies or executive accomplishments. Twitter is capable of much, much more. That is IF you take the time to step back, think about what interests your followers, engage with them and share relevant news and stories – even if they’re not about you.

I’m not recommending a complete kibosh on sharing corporate news and marketing content. I am however, endorsing restraint when it comes to tweeting corporate news. Take your average enterprise Twitter handle: with 3-6 original tweets per day, no more than half of those tweets should be self-promotional.

What else should you tweet if your not sharing news about your company?

Great question. Twitter is perhaps the fastest way to directly connect with potential customers and even members of the media – they’re all there, and if your talking about a subject that interests them, you just might open the door to your next sale or major feature story.

In order to do that, you must share your knowledge with the ‘Twitterverse.’ No corporate news or product launches this quarter? No problem. What’s going on in your industry? Do you see a major industry challenge on the horizon? Have you noticed an interesting trend in customer buying preferences? These are just a few of the things you can (and should) be blogging about.

Draft a quick blog (100-200 words) and tweet it out. If you’re interested in the topic, chances are, the people following you (including influencers) are interested in it as well. If you regularly share your knowledge, you will be repaid in spades on Twitter. You’ll gain a) Credibility as a thought-leader; b) Trust of customers who are used to being bombarded by marketing messages c) The interest of members of the media looking for expert sources.

Finally, a point on engagement. It’s simple really – do unto others as you would have them do unto you. That means, thanking someone for a retweet or for following, responding to tweets in which your brand is mentioned and asking questions.

When you learn that Twitter is “not all about you,” you’ll gain the social media respect you deserve.

- Marrissa (follow me on Twitter: @marrissam)

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Stop the Madness: Spray and Pray

Posted on June 6, 2012 by Sara| Leave a comment


As a general rule, before I pick up the phone to pitch a media contact, I know their name, have researched the outlet, skimmed through recent stories the journalist has written and have an idea of why they would want to hear my pitch in the first place.  This ladies and gentlemen, is the art of romancing the media.

It’s surprising how many PR professionals still operate with the old “spray and pray” method, thinking that quantity pitching rules over quality pitching.

In fact, I just read a great white paper by Cision When in Doubt that outlines the very reasons why we PR pros shouldn’t do that.  The most important lesson you can learn in this industry is to research everything you possibly can about the outlet/beat of the person you’re pitching.  In all honesty, those that skip this huge step really do damage to themselves and the company they represent. They also do big disservice to industry as a whole.

It just gives PR a bad name. We want the media to see us as a valuable resource, not as annoying spammers.  I’m sure it would be maddening for a real estate reporter to continuously get pitched to cover the latest beauty product.

Researching the details is more time consuming, but the paybacks are better quality and even quantity coverage.

Aside from doing research before you send anything to or contact the media I have a couple of suggestions I’ve picked up from my experiences for when I pitch and follow up on the phone:

  • Check out editorial calendars.  These can be a gold mine.  Even if they aren’t interested in covering your news now, it could be perfect for them at a later date.  Follow up.
  • When you call to follow up, instead of going straight to your pitch, introduce yourself and ask what they are working on. It could be in connection to what you’re pitching. Use your discretion if they sound hurried. By being natural, conversational and not just pushing your pitch, you earn their ear and respect.
  • But be ready to deliver the main points of your pitch in less than 20 seconds.   More often than not you will run into an editor that has no time for nonsense.  Prepare for that.

Of course don’t leave out social media as another avenue for media outreach. It offers valuable insights into what journalists’ are writing about and their interests.

Above all, know that if you continue to spray and pray, it may take a few reporters giving you a piece of their minds before you never again forget to research before you reach out.

@saraalisia

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Posted in Daum Weigle, Marketing/Communications, Public Relations

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Are You Guilty of the Intent to Distribute? (A press release without media?)

Posted on May 10, 2012 by Sara| Leave a comment

Like PB&J, press releases taste better with media

What’s Sonny without Cher? Tom without Jerry?  Or peanut butter without jelly?  Split any of these duos and you get only half their combined potential.  This is my thought process as I’m distributing a press release without accompanying media.  When pitching a news release I know I’ve got about 5 seconds to get the media’s attention.  Otherwise it quickly becomes digital trash.  But, if the release includes any picture/video/audio, it doubles my chances of getting it noticed.   Sometimes, these resources aren’t always available to me and it never fails:  I’ll send a release out by its lonesome and in come the requests for images. This is where any campaign can lose major momentum. Here’s why:

It’s all in the preparation, or lack thereof. One of the biggest mistakes a company can make is not generating the appropriate visual/audio media for its PR efforts.  To fully do our job as PR professionals we need these tools.  The pitching landscape has changed too much; it’s not enough anymore to send out a traditional two-page press release.   Now, journalists are looking for these releases to be a resource full of information like audio files, links to pictures, videos, extra quotes and even previous, relative news releases.  It’s a refreshingly simpler format where bullet points and links to media are king; it’s not editorialized and gets right to the point.  This has been dubbed the social media press release (SMPR).

More and more PR pros are picking up on the value of SMPR’s.  But to create one is a two-way street between PR firm and its client.  As a client, make it a priority to get quality photos of every project/product you want to be pitched. Grab sound bites from your SME’s and take video of that groundbreaking.  Create official accounts on YouTube and Flickr in order to host the media.  Next step: hand it all over to your PR firm. I’ll breathe a sigh of relief and do the rest.

Follow me @SaraAlisia

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Posted in Daum Weigle, Social Media

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Vancouver Harley Davidson Dealer Rides a Tsunami Toward More Well-Earned Positive PR

Posted on May 4, 2012 by Sara| Leave a comment

Ikuo Yokoyama's Harley motorcycle washed ashore on Vancouver Island. Image: Peter Mark / AP

It’s no secret the Harley Davidson’s marketing team is doing something right – the company has a passionate social media following and passionate customers, but one Harley Davidson dealer on Vancouver Island, British Columbia just earned some well-deserved PR, not as a result of a major media campaign, but because it decided to do something good for someone who had lost almost everything.

A Vancouver Island resident recently came upon an unexpected find washed ashore on a local beach – a damaged, heavily rusted Harley Davidson motorcycle in a Styrofoam-lined storage container.

Japanese writing on the license plate gave clues to the bike’s origin – turns out it had floated over 4,300 miles across the Pacific Ocean – washed out to sea by last year’s devastating tsunami in Japan.

After a bit of research and collaboration between a Harley Davidson dealership in Vancouver and a Harley representative in Japan who saw a television report of the bike’s discovery, the Harley Davidson company hatched a plan. They would restore and return the bike to owner Ikuo Yokoyama, who lost three family members, his home and all his possessions when the tsunami battered Japan’s northeast coast.

Harley Davidson’s decision to restore and return the bike makes for the best possible type of PR – the kind generated by companies that know the value of their product or service, appreciate their customers as people (not just dollars) and most importantly – show good, old-fashioned human kindness; because it’s the right thing to do.

So kudos to Harley Davidson! A company that’s gone out of its way to restore and ship just one motorcycle halfway across the world – you’ve just given the term “earned media” a whole new meaning.

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Huggies Bases Ad on Stereotypical Dad, Thousands of Customers Know a Load of Crap When They Smell It

Posted on March 30, 2012 by Sara| Leave a comment

NEW Huggies "Easy Chair" Commercial

Huggies was recently forced to pull its potentially chuckle-worthy, but highly misdirected “Test Dad” campaign after a Pennsylvania dad started an online petition that quickly garnered over 1,300 signatures.

The campaign, basically depicted fathers as bumbling, incompetent caregivers, with a commercial voiceover that said leaving dads alone with their babies for five days, is the “toughest test imaginable.”

More dads than ever are taking on child-rearing chores, with one in three fathers regularly acting as their child’s primary caregiver, according to the 2010 U.S. Census. So it’s no surprise that an ad like this was bound to anger hard-working, sleep-deprived dads (and moms) of infants the world over.

As a result of the online petition and a meeting with angry fathers at the Dad Summit 2.0, Huggies poo-poo’d the most reviled spot that showed dads apparently more engrossed in watching spots on TV than minding their young kids. Huggies has since replaced the canned ad with a more subtle version that goes a long way toward accomplishing a kind of “dad’s rule (with help from Huggies)!” message they were aiming for.

Although Huggies responded quickly and cleaned up its act with a revised campaign, some commenters remain fussy about the campaign’s entire premise – that leaving dads alone with their babies constitutes “the ultimate test.”

Let’s face it, stereotypes are often funny and often true, but as we’ve seen time and time again exploiting stereotypes in advertising has the potential to hit a hilarious homerun, or sink customer credibility, and there’s a fine line between success and failure.

I’m certain that I’d naturally be a little concerned about leaving my diapered little one with a husband if he were a new father. But I’d also be confident that he’d have enough sense to know when it’s time to re-diaper junior. Apparently Huggies didn’t give their customers as much credit with “Test Dad.”

- Marrissa (Twitter: @marrissam)

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Identity Crisis: Kraft Rebrands, Chooses a Name Most American’s Can’t Pronounce

Posted on March 23, 2012 by Sara| 2 Comments

Mondelēz – the new brand name soon-to-replace the historic Kraft brand, is a bit of a mouthful.

In case you’re wondering how to pronounce the new brand name to be slapped on Kraft Foods’ global snacks business later this year, the company says it should be pronounced “Mohn-dah-LEEZ.” That little squiggly line above the last ‘e,’ that’s a macron – and it’s supposed to make sure you pronounce the new brand name with an “eez” instead of an “ayse.” Got that?!

Let’s go beyond the obvious recognition challenges that come with changing your brand’s name from a monosyllabic, five-letter word (Kraft), to a made-up word with three syllables and a macron, a macron! As a college-educated English major, I have no clue how a macron functions – forget the vast majority of Americans that have no idea what sound a squiggly line is supposed to help them pronounce.

Diane Brady at Businessweek raised a great point regarding the rebrand – most journalists (the people who’ll be covering your products and news, Kraft) don’t even have a macron on their keyboard (or know what it is without grabbing a dictionary). That’s a problem, because most news coverage of the new branding is already failing to include the symbol that’s so integral to the new name.

Apparently Kraft spent several weeks searching for a new name before deciding on Mondelēz. Maybe they should have spent several months looking for something newer, fresher and easier to pronounce instead?

Rebranding a multi-national company famous for producing household favorites such as Cadbury, Ritz crackers, Oreo and Chips Ahoy! cookies is no easy task. It’s also something that shouldn’t be taken lightly – we’re sure Kraft, I mean Mondelēz, has done it’s market research, but we just can’t see Mondelēz Macaroni & Cheese becoming a household name any time soon.

- Marrissa (Twitter: @marrissam)

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Posted in Marketing/Communications, Weekly Win

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