Your first inclination when hearing the story about Mylan and its EpiPen is to categorize it. Put it in a place alongside similar tales. That’s normal. It’s what the human brain does to make sense of incoming stimuli. The EpiPen saga seems like an easy one to handle. We who follow news of brands, particularly in the pharmaceutical space, have seen it before.
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There’s a science to waiting, to delaying a behavior. Think about dating and travel sites where the customer stares at a screen anticipating the “perfect match” or “best price” on a flight. You want the site to take its time, not rush into something important that could change your social life or save you money. If the match popped up on the screen too soon, you’d think it were a generic algorithm and you’d dismiss the recommendation.
If it’s your job to create and share content on behalf of a brand, then you know the feeling of shooting in the dark. You’re constantly asking yourself if a content idea will resonate with your audience. In the search for great content that inspires engagement, we so often forget to look in the most obvious place.
Say What? Item 1: Who knew? The fact that you’re not sure whether you are loyal to Lady or the Trump influences how much Starbucks’ coffee you drink. It’s true. Starbucks got creative July 21 in explaining a sales-target miss, its third consecutive whiff. Starbucks’s officials said the quarter was an “anomaly,” owing to terror concerns around the world (sadly relevant), civil unrest (ditto) and political uncertainty in the U.S. (see, I told you—a presidential election reduces the American penchant for caffeinated libations).
Polarization is deeply embedded in the American psyche, a reality brands must accept and deal with. It affects them beyond the hot-button political issues of the day—immigration, race, gender identity, climate change, for instance—that they have to either tiptoe around or address head-on. The polarization affects the way our minds now function and speaks to the question of how to convince the undecided of anything when, for so many of us, our minds are already made up.
Ah, the joys of summer. It’s enough to make you forget what’s going on back at the office. It’s also a good time to unlearn bad habits. Re-energized from your vacation, you might be ready to wash away these misconceptions that have become woven into the communications fabric.
We’ll leave it up to you to decide whether or not Chipotle’s intention was to change the conversation with the video it released July 5. It’s just 4 minutes, a tad long by mobile video standards, but very much worth a look, especially from a PR perspective. It’s bound to be a topic of conversation among PR pros.
Logos and product design are the fastest form of brand communications. Steve Jobs knew this, and so does Mondelez, apparently. At this moment, news headlines and images are being posted and shared about Mondelez’s $23 billion bid for Hershey Co. A nationwide Pavlovian response surely has followed, as midday workers slink to candy machines, drugstore counters and bodegas for a quick fix.
You still have another five solid months to make this your best year ever as a communicator. First, you’ll need to take stock of what you and your team have accomplished and perhaps reset priorities. Here are the seven most important areas of focus for PR leaders, according to Diane Schwartz, SVP, PR News.
Several themes bubbled to the surface of the PR News Digital PR & Marketing Conference, attended by hundreds of PR and marketing professionals. Among them were: storytelling should be shared by all employees; ignore video at your own peril; influencers and peer networks are critical to reputation management, social media is a top way to build brand awareness but the jury’s still out on its ability to drive revenue. And I’ve bent over backwards and compiled for you a list of 21 insights and ideas from our esteemed speakers because great ideas should be shared.