It’s not every day that you get a free scoop of ice cream with your bacon and eggs, unless you’re eating breakfast at Lou Mitchell’s. The iconic Chicago diner has been surprising first-time customers and delighting return diners with this extra touch. When the waitress handed me the check, then asked if I wanted some ice cream, I looked around as if I had won the lottery. The last thing I really wanted was ice cream after a hearty breakfast but I didn’t realize how much I loved being surprised by the offer.
Surprise: it’s surprisingly powerful!
When was the last time you offered your brand’s version of ice cream with breakfast? When you provided an unexpected benefit or show of appreciation for your stakeholders, be it a customer, a reporter, an employee, an investor, a client? Even the most beloved brands shouldn’t assume they are good to go with their customers, who are just a click or step away from turning their attention to your competitor. MasterCard is just one of many smart brands employing “surprise and delight” to build customer loyalty. Through its “Priceless Surprises” campaigns, cardholders have randomly received a gift, such as a meeting with Justin Timberlake, and are encouraged to send surprise gifts to friends and family (using MasterCard).
When Tania Luna, co-author of “Surprise: Embrace the Unpredictable and Engineer the Unexpected,” keynoted our PR News Digital PR Conference earlier this month in Miami, attendees expected her to talk about how to communicate via surprise tactics given the name of her new book. What the audience didn’t expect was to be handed a pack of Pop Rocks and asked to place the fizzy crystals in their mouth and create a symphonic sound with fellow attendees, with Luna as the conductor. “At the count of 3, this side of the room should start swirling their Pop Rocks in their mouth,” Luna instructed. Amazingly, the attendees exploded with glee and there was a communal sense of pleasant surprise at the activity, the nostalgic quality of Pop Rocks and the silliness they found themselves in. They weren’t expecting this activity at a PR conference. Surprise!
In a recent interview with PR News’ Steve Goldstein, Luna offered 9 surprise tactics and implored communicators to remember that acting human is different than being human. She suggests that communicators “scriptease” to build trust with stakeholders, especially with the media. Put your scripted pitch aside and just have a conversation with the reporter like you would with a friend.
And never stop surprising and delighting: To wit, if you’re waiting in the long line at Lou Mitchell’s or as you’re leaving the restaurant, there’s an endless bowl of fresh donut holes for the taking. Just another way for this brand to sweeten the experience.
- Diane Schwartz
PR News’ millennial advisory board members were pretty emphatic when they told us Twitter is the social networking platform they use the most in their work lives. Nothing else comes close. These dozen or so PR pros at b2c and b2b companies, nonprofits and agencies rely mostly on Twitter to communicate brand messages on social and to stay on top of news and trends.
Nevertheless, judging by recent events, Twitter’s future is bleak. Current CEO Dick Costolo has one foot out the door, Google may or may not be looking to acquire the company (“absorb, digest and atomize” might be more appropriate than “acquire”) and, to add to the air of doom, Snoop Dogg has offered himself up as the new CEO.
The problem in a nutshell: Twitter isn’t that good at being profitable.
So it may be time to start imagining your life without Twitter. I know, it’s not exactly like imagining your life without easy access to clean drinking water, but it would be a severe rupture in your daily routine just the same. If you’re at an agency, what kind of billable time would fill the hole left by Twitter? If you’re at a brand or nonprofit and 90% of your communications on social are on Twitter, to which alternate platform would you try to migrate your community?
Better to ask these questions now, before Snoop calls his first board meeting.
Follow Steve Goldstein (while you can): @SGoldsteinAI
It seems like every day communicators are confronted with a new marketing discipline/media channel/social platform that management wants them to master ten minutes ago. The pace of change is only expected to accelerate in the next few years, as digital media starts to eclipse traditional media.
While PR pros can be forgiven if they think that planning for the next six months or a year will suffice, they have to play longer ball and try to look further into the future. Their brands and organizations depend on it.
During PR News’ Digital PR Conference in Miami on Monday, senior communications managers tackled the subject of how to build a digital business with 2020 in mind.
“Moving into 2020, connected individuals are becoming more and more important to every organization out there,” said Allison Sitch, VP of global public relations at The Ritz-Carlton Hotel Co. “The idea of connection is to understand what people are talking about and then bring in those influencers who are valuable to your organization.”
Throughout the next five years, PR managers will also need to empower their staffs so that managers focus more on corporate goals and objectives.
“Choose people for your team who you trust,” Sitch said, “and know that they can articulate and speak to the values of your brand without having to come back and ask you first.”
How to motivate your audience as they are increasingly inundated with online choices will be critical. “It’s about the community at large and conversing with the people who really matter,” Sitch added.
Kai Wright, VP of communications and business development for the Atom Factory, said that PR managers will have to take on the persona of an editorial director. They’ll need to steer editorial scheduling, create editorial calendars and build a solid bench of editorial contributors.
“What’s the voice? What’s the frequency? What are some of the [issues] that your brand can speak to intelligently?” Wright asked. “You need a strong pulse on your market, you have to be an early adopter and have an eye on aesthetics. The Web is getting much more visual.”
Follow Matthew Schwartz on Twitter: @mpsjourno1
Years ago—during a time before the Internet—PR and marketing executives, not to mention advertisers, were talking about the future of television, specifically the television commercial. VCRs (remember them?) were coming on the scene, and the business community was becoming antsy about the possibility that viewers would tape shows and skip commercials.
When business leaders gathered for conferences, many a session centered on whether or not television commercials, media’s lifeblood, were going to die. The consensus was the VCR would not kill them, although the impetus was on brands and their advertising agency partners to create better, more compelling commercials.
Skip to today. While the quality of television commercials generally may be only slightly better than it was years ago, we have a new phenomenon—people watching commercials for their entertainment value. And not just during the Super Bowl.
This phenomenon is related to what W20 Group president Bob Pearson calls “the new owned media” (see PR News, June 1, 2015). Today, brands house content not only on their Website but also on partner sites such as Facebook, LinkedIn and YouTube. Brands hope, of course, that fans share the message on their personal sites. In fact, it’s more than a hope: spreadable media should be a top priority of PR practitioners in the networked society, MIT’s Henry Jenkins, Sam Ford and Joshua Green argued in “Spreadable Media.”
This leads to opening YouTube and finding suggested ‘Videos of the Day.’ During a recent weeknight, the featured video was part of a series of spots starring former “Saturday Night Live” regular Darrell Hammond (see above) as a slightly goofy, musical version of the late Colonel Harland Sanders, the KFC patriarch who passed away more than 30 years ago. The effort is part of a $185-million resuscitation of the brand in the U.S., which changed its name from Kentucky Fried Chicken to the more-healthy-sounding KFC in 1981, one year after Sanders died, aged 90. While his visage remained conspicuous, the Colonel hadn’t been featured in a KFC ad in some 20 years.
As you might expect, the ads have found fans and detractors. Hammond’s portrayal of the Colonel as a bit of a jokester is disrespectful and far from the truth, says former Kentucky Governor John Y. Brown Jr. In fact, Brown says, the Colonel was a deadly serious hombre when it came to his fried chicken. Stories abound about Sanders, a perfectionist, driving round the country in a Cadillac or Rolls Royce to make appearances on behalf of Kentucky Fried Chicken franchises. His visits generally included a spot check. Heaven help the franchisee who was not up to Sanders’s standard. Pots and their contents would fly.
When Sanders made commercials or appearances on behalf of the brand he founded he was unscripted and all business, Brown argues. Always attired in a white suit and black string tie, he joked with small children only. In fact, the Colonel’s temper with adults was infamous. His language could get so blue it would make truck drivers blush.
Governor Brown should know—he bought the Colonel’s secret recipe of 11 herbs and spices in 1964 and turned Sanders’ thriving business into a national and later international icon. In fact, the biggest market for the Colonel’s chicken is, get ready for it, China. General Tso must be turning over in his grave.
But back to the short ads featuring Hammond as the Colonel, created by the current KFC owner, Yum! Brands. They’re good PR, touching many of the points PR and communications pros have been espousing in PR News and at prnewsonline.com to keep brands, especially older ones, relevant. Here’s why:
- Local: The ads are found where the audience lives. Sure, they’re on television, but your blogger was introduced to them via YouTube on his mobile phone. As soon as you’ve watch one, a series of new ones appears in the right-hand side of your screen.
- Conversational: In the digital age, people—particularly millennials—want brands to talk to them, to have a human face. These new spots are nothing if not a conversation with the consumer. Taken together with a planned renovation of KFC’s nearly 5,000 U.S. restaurants that will feature images of and quotes from Colonel Sanders on new red-and-white walls, it sounds like KFC is creating a Colonel Sanders cult of personality.
- KFC primed the pump a bit, though. Look at this short 2014 video about Maurice, a KFC cook. It’s conversational, equates a face with the brand and provides a backstory about how KFC’s chicken is made. [Incidentally, the backstory of how the Colonel’s recipe has been kept secret for nearly 80 years could make a terrific video. There’s a hint at :30 of this video about where the recipe resides.]
- Humorous: While Governor Brown might be right—that the Colonel would disapprove of how his image is being used—PR pros have been urging brands to lighten up by carefully injecting humor and fun into their messages. Humor is at the core of these short videos that feature Sanders cackling like his chickens and even singing. Let’s face it—portraying him as a kindly, grandfatherly type was a sound creative and PR choice. Having Colonel Sanders launch into an expletive-loaded tirade over lumpy mashed ‘taters just wouldn’t cut it today.
- Short: In our attention-span-shortened world, KFC’s ads are less than 2 minutes in length. They’re bite-size nuggets on your mobile phone or computer. (Yes, I know what you’re thinking, if only the Colonel’s chicken was similarly as digestible.)
- Nostalgic: This is a bit controversial, using nostalgia to attract millennials. Similar to McDonald’s’ menu, KFC’s choice of fare has grown considerably. It now includes items that would surprise even the Colonel, who was a fried chicken, mashed potatoes & gravy and biscuits kind of guy. [Rumor is he ate his chicken every day for years.] Unlike McDonald’s, which recently resurrected a redesigned Hamburglar perhaps to spur nostalgia, KFC arguably possesses a real history that people can relate to. It’s the Colonel’s story, which is a hardscrabble one, coming up as a penniless kid with an elementary-school education and finally finding success in his late 60s.
- Another piece of history that KFC owns is its cooking method. KFC’s fried chicken still is made using the Colonel’s secret recipe and closed-frier method. In that sense, its decision to return to the Colonel, the one who brung ‘em to the dance and made Kentucky Fried Chicken the top brand, seems logical. But will millennials respond? These ads are a good start, but there’s a way to go yet. A 2010 survey by USA Today showed most young Americans (aged 18-25) didn’t know who Sanders was. Half thought he was a fictional character.
That leads to the larger business story. Why has KFC parent Yum! decided the brand needs a revamp? The quick answer is that it no longer is the top fast-food chicken brand in the U.S. That crown belongs to Chick-fil-A, which topped the Colonel’s sales in 2013, and did so with fewer restaurants.
Like McDonald’s, KFC is going to be making changes large and small to see if it can get back on top. As with the burger chain, there will be advice-givers aplenty. While many have counseled both brands to feature healthier items, some urge them to stay the course, making the case that their food might be greasy, fatty and sodium-laden, but it tastes good and is no less healthy than other fast-food establishments.
Another reason to return to Colonel Sanders? The company admits that KFC has lost its way a bit and wants to return to a time when it was #1, and that includes Colonel Sanders personally making sure things were being done the right way. Yum hopes it will be infusing KFC with the Colonel’s spirit of quality, integrity and hard work. Needless to say, KFC can no longer rely on Colonel Sanders to make spot visits to franchises, but perhaps Darrel Hammond as Colonel Sanders can surprise a few franchisees with a surprise inspection and throw over a bowl or two of gravy. I’m licking my fingers at the thought of it.
Seth Arenstein is Senior Editorial Advisor to PR News. Follow him on Twitter: @brahmsandmahler
In-house PR practitioners don’t have it easy, in general. Sometimes they have to deal with a lack of understanding and appreciation for the work they do. (Did I say sometimes?) Sometimes they get recognized internally only when something goes wrong that needs to get fixed, now. Sometimes they’re asked to wear so many hats and expected to be masters at media pitching, crisis management, Facebook, Twitter, speech writing, SEO and measurement dashboards that they run to webinars and conferences to boost their skills, only to be frozen by anxiety when they see how much they have to learn.
Sometimes these in-house PR practitioners—and their senior leaders—need to enlist a PR agency to combat and defeat all of this fatigue and anxiety. What an agency offers is not the brand and reputation of the agency itself—that’s beside the point. It’s the unique mix of skills and experience that an individual agency practitioner can offer that really matters.
In a recent issue of PR News’ premium newsletter, Catherine Frymark, SVP, corporate communications for Discovery Communications, reflected on her time spent working for agencies before joining Discovery. “I don’t regret one minute of starting my career in the agencies,” said Frymark, who was honored as one PR News’ Top Women in PR at a luncheon in New York in February. “In fact, when I am hiring I give a lot of weight to candidates with agency experience. I know they have the fundamentals. They can multitask and serve the client.”
Frymark pointed out that working on a portfolio of brands keeps agency pros fresh. And that’s the key selling point for brands and organizations that may be considering working with PR agencies. Agency pros are like the proverbial shark that Woody Allen’s character Alvy Singer discusses in “Annie Hall.” Alvy says that “a relationship is like a shark—it has to constantly move forward or it dies.” If you work at a PR agency, to survive and grow you have no choice but to keep moving forward, from client to client, from skill to skill.
This brings to the in-house team—which may live their brand but may be lacking the outsider’s perspective—a freshness that’s very difficult to achieve inside the brand.
Follow Steve Goldstein: @SGoldsteinAI
All the talk about mentoring can make you feel a bit left out. If you are neither a mentor nor a mentee, then what the heck are you doing with yourself? The truth is, you are probably mentoring or being mentored without even knowing it. It’s the new fabric of our work culture – people helping people. If you’re not guiding someone or asking for help on a regular basis then you are missing out in a significant way.
As communicators, we need to recognize that our pace of advancement might be inversely affected by the age of our mentors. The older you are, the better off you may be if you are mentored by a Millennial. The concept of Reverse Mentoring, first championed by GE’s Jack Welch more than a decade ago, is not only a great way for senior executives to learn the nuances of social media, it’s a way to bridge the communications gap between generations, increasing morale, retention and knowledge.
Three influential PR executives I met with recently were eager to share their experiences with reverse mentoring. Said one: “One of my young employees has been showing me how to do a tweet chat. I had no idea.” Said the other: “They are taking over – best to get to know how they think.” While much of the conversation was centered around social media and younger generations holding comfortably the Digital Native mantle, it goes without saying that Millennials and the Generation Z following them into the workplace are the future leaders, current and future customers and business creators.
Identifying a mentor – formally or informally – who is of another generation than yours and embracing the unique perspective and skills that person holds will take you far. And many Millennials are schooling the senior set to great effect for the company’s brand, too.
If you’re not engaged in some sort of reverse mentoring, you are not only missing out, you will be spinning your wheels until they eventually fall off.
– Diane Schwartz
We all have our pet peeves that we cherish and use to define ourselves to ourselves. One of mine is the way people behave when looking at their mobile phones while walking or standing in public. Specifically, people in elevators gazing at their phones.
Perhaps this has happened to you: You’re waiting for an elevator, the doors open, you allow a couple of moments to pass for people to leave the elevator, no one leaves, so you step in just as some mobile-phone addict starts to leave. You nearly collide with that person as he looks up from his phone and starts to exit, and then you get the dirty look.
Each day, as I deal with this inconsiderate behavior, I feel a growing urge to take to Twitter and write, “Fellow citizens, please look up from your phones when elevator doors open to help avoid collisions.” Except I wouldn’t put it so tactfully.
So far I’ve resisted the urge.
I resist the urge by asking myself, “Would I make this statement aloud to strangers in a crowded elevator?”
Of course, I wouldn’t. At least one person would curse me out and the rest would write me off as a nut.
And that’s what Twitter and all other social channels are—elevators packed with strangers. Sharing a link to worthwhile content is one thing. Before expressing a strong opinion about anything, or making a stand about a controversial issue, remember that you’re communicating with strangers who didn’t ask you for your opinion. Would you disparage an NCAA basketball team during March Madness in a crowded elevator, to no one in particular? Maybe you would, but you would have to prepare for and expect some negative consequences. Imagine doing the same thing on Twitter.
Individuals and brands should keep this elevator test in mind before posting anything on social channels. For instance, while no one asked Starbucks to start a national conversation about race in the U.S., it launched its daring online and in-store #RaceTogether campaign, and things got so out of hand that one of its senior PR executives shut down his Twitter account temporarily.
Perhaps if Starbucks had tested this campaign in an elevator filled with strangers, it might have played out differently.
Follow Steve Goldstein: @SGoldsteinAI
In an episode of The Simpsons, titled “Simpson Tide” (1998), Homer joins the Naval Reserve (don’t ask). During orientation Homer’s drill sergeant gives him the business. He gets in his grill, and barks, “I don’t like you!”
Homer responds with a sweet smile and puppy dog eyes. “But I like you,” Homer says. The drill sergeant, of course, is miffed, having been neutralized by Homer’s kindness.
It’s Homer’s version of embracing the hate. Now, 17 years later, as social channels explode, embracing the hate may be the next hot messaging strategy in PR and marketing.
I was reminded of Homer’s actions after seeing a Wall Street Journal report late last month that Progressive has started to reach out to Twitter users to ask whether it could use their tweets for a “project” the insurance giant is working on.
However, it seems that Progressive is only interested in integrating tweets that disparage the company’s longtime spokeswoman, Flo, the Journal said. “My idea of a nightmare situation is being force-fed Parmesan bread bites while tied to a chair in Flo’s Progressive Torture chamber,” reads one tweet. Progressive responded by asking for permission to use the tweet and for the user’s email address.
Progressive’s move is in keeping with an accelerating trend in the marketplace: embracing the hate.
With the proliferation of social networks, it’s the rare brand or organization that hasn’t incurred the wrath of consumers upset or perturbed about the company’s behavior or actions. More often that not, tweets or Facebook comments that disparage a brand come from John and Jane Q. Public being snarky because they can. Either way, it’s a hallmark of online communications.
At the outset of social media—when consumers talked smack about a company—some brand managers would first try and determine how much damage the offending comment might cause and then possibly reach out to that individual to try and remedy the situation and mitigate the hate.
That’s one solution. But Progressive and other brands like Dove may have the right idea. Instead of trying to appease consumers, why not neutralize them?
By recruiting consumers to include their “creative” in a new marketing campaign—no matter how nasty it may be—brands demonstrate a warts-and-all approach. That makes it harder for consumers to express hate and/or get on their soapbox about every little thing.
With that in mind, here are two ways for PR executives to embrace the hate—and possibly add a fresh (and all-too-human) approach to their business communications.
> Be vigilant, yet selective in reaching out. Hate on social media comes in all shapes and sizes. Tap into those tweets and social comments that may be critical of your brand but are delivered in a tongue-firmly-tucked-in-cheek style and show a flair for humor. It’s a pretty fine line between funny and down right malicious. PR managers have to make sure they don’t hurt their brands (or shareholders) with an embrace-the-hate strategy.
> Be transparent about your intentions. When you do reach out to the haters, keep the communication simple. When consumers respond to your message, make sure you clearly spell out how (and where) the tweets will be used and what consumers might get in return. This is probably an area, as good as any, in which PR and legal should work closely. When getting into what is a particularly gray (and nascent) area, you have to be extremely clear about your intentions. You don’t want the haters to get the impression that they are now quasi marketers for the company. Or maybe you do.
Follow Matthew Schwartz on Twitter: @mpsjourno1
When a Florida sheriff’s office recently noticed its new crest-engraved office rug read “In Dog We Trust,” rather than “In God We Trust” it turned a $500 typo into a nearly $10k opportunity. It held an auction for the grammatically incorrect rug in which proceeds would go to the local animal rescue organization. If we could raise $9,650 (which the sheriff’s office did) for every typo, grammatical error and poor turn of phrase, bad writing and editing could actually be spun into a rather beneficial side business. Alas, poor writing or sloppy editing persists among the best brands and among the best of us. It just happens. But we can do better.
It certainly doesn’t look good for communicators when a press release is riddled with errors, when an email to a reporter is lacking punctuation and clarity or when a business memo is strung together with disparate ideas and fails to cut to the chase. Spell-check cannot save a poor communicator.
There are a few quick fixes to our post-college national writing problem:
Find an Editor: Someone on your team should serve as your editor. Never let a press release go on the wires or an important document be distributed without another set of eyes. Don’t just have anyone edit your copy – identify strong writers who have a discerning eye. Just as importantly, track the changes your editor makes so you can see for yourself what is being changed and understand your writing weaknesses.
Read Two Great Articles a Day: Whether online or in print, read something in the news or within your markets and observe how the writer grabs your interest in the first 15 seconds and how the article articulates its main points and concludes the piece. You are reading a great story, and as a storyteller you can be as interesting as that journalist.
Let Your Best Work Marinate: By this I mean don’t rush your messaging. You need to let your writing evolve over the course of a few hours or even a few days. Come back to the piece and you will always find it needs polishing and you will embrace the act of polishing because a sparkling piece of work will get noticed.
Elevator Pitches Have Legs: Sometimes an overused reference is overused because it works. If you think in terms of how you’d convey to a colleague the main points of your press release, your content marketing piece, your client email on an elevator ride from the lobby to the 10th floor, what would you say? What you come up with forms the headline and lead and helps crystallize your message. Elevator pitches get easier the more you choose to take the ride. Which leads me to the last piece of advice:
Write Your Heart Out: While writing well is not yet a lost art, the less we write complete sentences (thank you, texting!) and the less we hold up great PR writing as a benchmark of communications excellence, the more likely we are to lose ground with our stakeholders. Take your writing seriously. Craft something interesting every day. And prepare to be edited. It’s part of the writing process.
- Diane Schwartz
PS: Check out our PR News Writing Workshop on Feb 10 in San Fran. I hope you’ll be able to attend!
There are countless brands and organizations that are making intelligent use of their social platforms. Companies are deploying Facebook, Twitter et al to build closer ties to their constituents, promote a new product or service or participate in a conversation in a manner that can help to humanize the brand.
However, for every piece of social media content that adds value to, say, a media relations campaign or events marketing effort, there is another piece of social content that is at best, inane and, at worst, reprehensible. The freewheeling (ephemeral) nature of social media also makes it problematic for people to retain information, much less consider a purchase.
Podcasting is a different pitch. Where social messaging/marketing tends can be scattered, podcasts are singular, with a beginning, middle and an end. Sure, people get stoked about online contests and brand messages that might ultimately save them a little bit of money. But such efforts have a scattershot approach.
In contrast, podcasts lend themselves to plot, personality and, depending on the level of storytelling, character development. They also dovetail perfectly with what we used to call appointment viewing.
Take the wildly popular Serial, a podcast exploring a murder mystery, which ranked number one on iTunes even before its November 2014 debut.
The passion for Serial reminds us of Steve Allen’s famous quote, “Radio is the theater of the mind; television is the theater of the mindless.”
Now comes word that Reddit has rolled out its own official podcast. The podcast is designed to tell the story behind the stories on its home page. That’s smart positioning on Reddit’s part, taking a backstory approach to its podcast strategy.
But whether it’s Reddit, your own website or a dedicated app, PR pros could boost their value—and better distinguish themselves from rivals—by developing a dedicated podcast series.
Here are few tips to consider for producing quality podcasts:
> Find good pipes in-house. Perhaps the most important aspect of developing a podcast is finding someone with a mellifluous voice. Do a deep dive to locate people (employees, partners) who are often complimented on the sound of their voice and can easily steer (but not command) a conversation.
> Don’t bore the audience. Consumers have an infinite number of choices for how to spend their time online. You have to take a thematic approach that’s designed to entertain, enlighten and inform. Don’t take the easy route by producing podcasts that take a prosaic look at products and services. Find the backstory for some of your biggest successes (or failures). Be candid, not corporate.
> Take it outside the four walls. Your podcasts need to be anchored to a specific subject matter, of course. But the beauty of radio and podcasts is to veer off course every now and again and, within reason, talk about most anything under the sun. This can go a long way toward personalizing the program. By opening up the conversation you might also stumble on an expression or idea that crystallizes your company and keeps listeners coming back.
> Make it immersive. If you’re willing to go to the time and expense of creating a podcast series, make sure it’s participatory for your audience. Have people call in to broaden the discussion. Invite some of your best customers or clients to appear on the show. Go “on location” to where your audience(s) may congregate. Make sure the community is vested in the podcast.
What would you add to the list?
Matthew Schwartz: @mpsjourno1