Maybe they’ll make a movie about it. Ellen DeGeneres’ Oscars-night selfie was retweeted more than 3 million times, busting the record previously held by President Obama. At the same time, DeGeneres (and Samsung) may have changed the game when it comes to how brands and organizations distribute charitable donations.
Traditionally, PR and sales have been like two ships passing in the night. No more. As communicators play a strategic role for their companies and organizations, they must condition themselves to sales cycles, financial objectives and the top and bottom lines.
Here’s the story of how a nonprofit was able to gain control of the message during a time of challenge and exceed its goals.
For the tech giant, creating the potentially revolutionary product was the easy part. Now comes the hard part—deciding whether or how to help people use it in a society that may not be ready to accept it.