Super Bowl XLVIII is now set, with the Denver Broncos pitted against the Seattle Seahawks. But brand managers and PR pros have been scrambling for weeks if not months to come up with the most effective way(s) to align their message with the big game.
Indeed, throughout the next 10 days or so, expect to see more so-called “newsjacking” than you can shake a stick at. Newsjacking—which has become another PR tool borne of the digital age—is leveraging the popularity of a major news story to highlight your products and services and brand attributes.
One of the biggest newsjacking coups was during last year’s Super Bowl in New Orleans, when the lights went out and Oreo quickly posted a photo on Facebook with the caption, “Power Out? No Problem.” The picture, showing an Oreo cookie against a dark backdrop, had the tagline: “You can still dunk in the dark.”
Less than a day after the Super Bowl, the image had reportedly garnered more than 19,800 likes and more than 6,600 shares.
The newsjacking was a perfect PR play: Oreo was able to capitalize on the news that millions of people were at that instant talking about, while reminding consumers of the longtime appeal of Oreo cookies, which is dunking them in a cold glass of milk.
With this year’s Super Bowl being played less than 10 miles from midtown Manhattan, the media capital of the universe, there’ll be much more hype for the game than usual—and seemingly more opportunities for newsjacking.
While newsjacking can be an effective way to boost your brand and get your message out with relatively low cost, it shouldn’t seem forced, or the PR equivalent to trying to stuff 10 pounds into a five pound bag.
Considering that the game is one of the last instances in which we all gather “around the fire” to watch the same program, communicators can be forgiven for thinking that, by blending “creative” with some media buying and/or social media messaging, newsjacking is a surefire way to generate “earned” media.
But be careful what you wish for. As the Super Bowl approaches, there will be a strange sense that nothing else in the world is happening, as the excitement surrounding the game reaches a fever pitch. Yet after the game’s opening kick-off, it often feels as if the air has been let out of the marketing bag.
A study by research firm Communicus, for example, found that about 60% of Super Bowl ads it tested don’t increase purchase or purchase intent. The firm took the pulse of more than 1,000 consumers before and after they were exposed to the ads in the 2012 and 2013 games.
If Super Bowl ads have a tough time getting into the red zone with consumers, what chance do you have newsjacking the Super Bowl?
You can increase your odds, of course, by demonstrating a legitimate connection between your brand and the news at hand.
There are plenty of brands that can find ways to hitch their product to the Denver Broncos, Peyton Manning, the Seattle Seahawks or Russell Wilson, with regional brands having the best shot due to having a built-in audience and catering to local tastes.
However, national brands have to be careful not to do newsjacking just for the sake of doing so. They have to bring some value to the table and have a good (and fairly obvious) reason for why they’re aligning their message with the Super Bowl. It’s akin to showing up at a Super Bowl party with a gift that adds to the festivities and gets people engaged, rather than showing up with a six-pack of beer that is quickly consumed and all but forgotten a few minutes after you enter the door.
Follow Matthew Schwartz on Twitter: @mpsjourno1
You can feel yourself age when you use such antiquated words like “telephone” in front of your 12-year-old son. “Mom, who says ‘telephone’ anymore?” He has a point.
Every now and then “telephone” creeps into my language, as do other throwbacks like Rolodex and VCR. Just as we don’t say “telephone” very often, we also don’t use the device as much as we should in the communications business. We’re so used to emailing, texting, posting, pinning, sharing and liking that we often put phone communications on the back burner. That phone taking up space on your desk is a bit lonely.
In the past week how many times have you engaged in a business conversation via the phone versus email or LinkedIn or even texting? How many times have you thought, “I should have just called her”? Or, “I wonder what he meant in that email when he said ‘let’s discuss’”? Perhaps it means we should actually talk.
Phone communication for business is not yet an antiquated activity but it’s getting there. Let’s not contribute to its demise. Communicators who pick up the phone – either to make a call or receive a call – will (and do) have the edge with stakeholders. Social media cannot replace phone calls. Emailing cannot replace a one-on-one conversation. An interview with a reporter that’s done by email is inferior to one that’s either in-person or by phone. A customer-service related issue is usually more efficient via email but if you really want to ‘wow’ a customer, check in by phone. A press release does not replace verbal communication with key stakeholders.
As we embark on a new year for communications excellence, let’s make the call to take the call or make a call.
- Diane Schwartz @dianeschwartz
Call me with topics you’d like to see covered in this blog: 212-621-4964.
When police officers leave for work they literally put their lives on the line. Ditto for military personnel and firefighters. When PR pros leave for work they may face a manager unhappy with the results from the latest branding campaign or have to engage in interoffice politics that few companies and organizations are immune from.
PR folks juggle an increasing number of balls, of course. The deadlines are constant, and, because of a need for speed in the marketplace, the business can be unforgiving. But one thing they do not do is put their lives at risk, and that’s what makes the latest list of the 10 most stressful jobs for 2014 so problematic.
The list, which was released by CareerCast.com, taps PR executive as the 6th most stressful job, behind event coordinator, airline pilot, firefighter, military general and enlisted military personnel.
Rounding out the list, and following PR executive: corporate executive (senior); newspaper reporter, police officer and taxi driver.
Now which PR manager or director worth his or her salt can say with a straight face that working in PR is nearly as stressful as being a cop, firefighter, airline pilot or soldier? We didn’t think so.
The same goes for newspaper reporters, show runners and taxi drivers. Hard work all, but, with the exception of reporters covering the hot spots throughout the world, not life threatening.
Sure, PR is a tough and grueling business. However, in a global and hypercompetitive economy there are few sectors these days that don’t fit that description.
This is not to deny that PR pros have a demanding—and, at times, nerve-racking—job. Indeed, the PR profession has undergone more change in the last five years than the previous 20, what with the onslaught of digital communications and social media.
No longer on the margins of marketing efforts, PR pros in many respects now steer the company’s overall marketing strategy, and must deal with the territory that comes along with it.
What’s called for here is a bit of perspective.
We like to say that PR pros help put out fires. But the flames are metaphorical; they’re not going to hurt (or kill) you the way real flames can. And when the boss is rupturing a gasket because of a negative story about the brand, it’s not fun and it’ll probably ruin your day, but that can hardly be compared to operating in an utterly hostile environment with bullets whizzing above your head.
We also like to say PR pros are in the perception business. To lump the PR field together with ultra-stressful jobs like protecting the country from terrorists and grappling with hardened criminals is a perception that PR pros ought to change. It’s an opportunity to bring some reality to the conversation.
Follow Matthew Schwartz on Twitter: @mpsjourno1
The good thing about New Year’s resolutions is that no one is really listening closely to what you are resolving to do. But resolutions do crystallize our goals and make the month of January, at least, a little more interesting. For communicators the world over, you should expect 2014 to bring the following:
> Crises, smoldering or quick
> Reputations under fire or on fire
> Media coverage, for better or worse
> Employee morale issues
> Financial ups and downs
> Product and company launches
> Product and company failures
> A new social media craze
These are just a few of the sure things in PR as we herald in the new year and perhaps a new approach to PR. In my nearly two decades covering Public Relations, I have never seen a bigger opportunity than now for PR practitioners to be the dominant force in brand leadership, message management and tying intangibles and tangibles to the bottom line.
There are many ways to not screw up this trajectory and to possibly make 2014 the most exciting year for you in PR. To do that, however, will take some commitment to the core tenets and practices of the best PR practitioners. Here at PR News we benchmark outstanding communication leadership across all areas of the market. From our Platinum PR to our PR People Awards, from Corporate Social Responsibility to the Digital PR Awards, we see a pattern in excellence that underscores why resolutions are worth keeping. Like many New Year’s Resolutions, the following list may sound familiar but I submit that the best ideas are worth repeating:
* Find the interesting story behind your message – and tell it
* Measure your PR and be bold enough to make adjustments
* Listen to your stakeholders: your customers, investors, employees are your keys to success
* Learn to work across silos – marketing, HR, IT, Finance, Legal
* Become a better goal-keeper: of your goals, your department’s and your organization’s
* Collaborate internally and externally – 1+1=3
* Hone your writing skills: you reach more people when you can spell, turn a phrase and use your words correctly
* Foster diversity: in thought and experience
* Don’t fear missing out: resist the urge to be on every social media platform
* Be transparent: people are smart enough to see through the BS anyway
* Advocate for PR: become a voice for Public Relations inside your organization and in the marketplace of ideas.
What are some of your PR resolutions for 2014? Please share with your fellow PR News blog readers.
Best of luck to you and your team for a meaningful and memorable 2014.
– Diane Schwartz
PS – Check out more of my blog posts from the past few months:
Beyonce released her fifth album on Friday without advance notice and with much fanfare as 80,000 fans purchased her self-titled album within 72 hours of release on itunes, and if it doesn’t hit #1 this week then call me Stupid.
That’s right – Beyonce’s non-marketing marketing included no ads, commercials, media interviews, late-night hosting gigs. And to make matters more interesting and retro, customers had to do what they did decades ago – or never – and download the entire album rather than one song (until Dec. 20 when singles will be released).
Essentially, Beyonce relied on social media and the love, kindness and curiosity of her loyal customer base to spread the word. It is not surprising that it worked, is it? After all, Beyonce is one of the most popular celebrities in the Western World. By not doing what the marketplace expected, she generated more buzz than she ever could have created with a full-flung marketing strategy.
But let’s not worry about PR and Marketing being sidelined here. Make no mistake, there were communications pros behind this non-marketing, social media strategy. For one, she issued a press release with the album (that’s right: press releases are cool enough for Bey) and second, even though social media appears to be free, there were people behind the scenes tweeting, posting, pinning and monitoring.
The album has 14 tracks and 17 musical videos including collaborations with husband Jay-Z, and with Timbaland, Timberlake, Drake, to name a few. And daughter Blue Ivy Carter gets her second album credit before she’s out of diapers – a feat either incredible or disgusting, depending on your viewpoint.
It is worth studying Beyonce’s moves — marketing moves, that is. She is a master of her own image and understands how to engage with fans, keep her story interesting and be unpredictable. Though critics didn’t get to sample the album in advance, nearly all the reviews have been positive. This is the most compelling part of the December surprise: Beyonce orchestrated a triumph of both style and substance.
– Diane Schwartz
The next two weeks are prime time for holiday office parties. Office parties are the few occasions when we gather with our colleagues but don’t necessarily feel obligated to talk shop.
They’re a license for people to lighten up from the daily and demanding grind. But for PR managers and directors, these gatherings are an opportunity.
The office holiday party may be the one time of the year that you get to take the collective pulse of the company, gauge the major concerns among the employees and harness those concerns into more effective communications.
With that in mind, here are a few ways the PR team can use the holiday party to enhance its service to the organization and build reputations and relationships for the company.
> Check the DNA of the company and determine which areas of the enterprise that fall under the purview of PR—say, the CSR plan, social-media guidelines or brand-ambassador program— may need to be revisited or reset altogether.
> Play the role of conduit by introducing C-level managers to the rank-and file, and vice versa. By doing so, you break down some of the inherent barriers in many corporations and better familiarize yourself with the entire communications ethos of the company and how people relate to one another.
> Listen, listen and listen some more. You seldom get a chance to meet with all your fellow employees and communicate with them in a no-pressure environment. So take perfect advantage of it by allowing your colleagues to do most of the talking. By listening (and asking sincere questions) you might learn about someone who has a talent (voice, design, videography) that can be harnessed for content creation, Web programming and other areas where PR shares ownership.
And more than that, uncovering hidden talents among team members provides you with new ways of thinking about the brand and how the company can behave more like a media company (regardless of what you’re selling).
With heartfelt apologies to Grateful Dead lyricist Robert Hunter, once in a while you can get shone the light in the strangest of places if you look at it right. Start with the office holiday party.
Follow Matthew Schwartz: @mpsjourno1
In a Dec. 6 PR News webinar on writing relevant, share-worthy press releases, Myra Oppel, regional communications vice president for utility company Pepco Holdings, and Jana Telfer, associate director, communication science, for the Centers for Disease Control and Prevention, tackled the thorny question of whether the news release is dying—or already dead. Their answer: it’s toast.
That is, if you’re talking about the stand-alone news release unconnected to a larger PR strategy, sent scattershot over the wires at a random time.
“The press release is not what it used to be,” said Telfer. “It doesn’t have the all-encompassing role it had in the age of typewriters. Nevertheless, a release provides an incredibly useful repository of information for journalists. You just have to be much more judicious and rigorous in how you use them.”
“News releases are evolving, the same way media is evolving,” said Oppel. “Releases have to be targeted and go to the right person. You’ve got to sell it hard with the email subject line, headline and lead. But releases will be perennials as long as there are journalists on the other end. They will still depend on them.”
That leads to another question. Let’s assume that the news release—properly structured and written so that each sentence adds value—will remain a useful, condensed repository of information for journalists. They will always need them—as long as there is a “they.” So the question should be, for how much longer will there be working, salaried, professional journalists who even know what a news release is?
Follow Steve Goldstein: @SGoldsteinAI
It’s said that we speak an average of 16,000 words each day. That’s a lot of talking. As communicators, we appreciate fine words and clever turns of phrases. But on this day after a long holiday, still recovering from a turkey and pumpkin pie stupor and constant conversation with distant relatives, I challenge you to insert into your dialogue or work- day imagination at least two of the quotes below from the blockbuster movie The Hunger Games: Catching Fire.
On the surface, there’s little we can find in common between the roles of Katniss, Peeta, President Snow and Haymitch Abernathy and our role as communicators. But scratch just a little beneath that surface and you may find that the lines below could be very helpful as you get your week off to a fiery start:
“No waving and smiling this time. I want you to look straight ahead as if the audience and this whole event are beneath you.” (possible scene: you are at a meeting with new competitors)
“Remember who the real enemy is.” (scene: at the meeting above you realize your competitors are not really your enemies)
“You’ve given them an opportunity. They just have to be brave enough to take it.” (scene: you give your team a challenging project to take on)
“Chins up, smiles on!” (scene: instead of ending your meeting with “OK, that’s all” you decide to shock the attendees with this uplifting, inspirational decree)
“From now on, your job is to be a distraction so people forget what the real problems are.” (scene: you’re moved from PR to HR)
“So far I’m not overwhelmed by our choices.” (scene: you’re at a business lunch at a restaurant with limited, unappealing menu choices)
“I wish I could freeze this moment, right here, right now, and live in it forever.” (scene: the media loves your story idea and you are inundated with interview requests)
“This is no place for a Girl on fire.” (scene: Katniss or someone similar to her shows up to your afternoon meeting)
“Convince me.” (scene: the response from your boss after asking for a bigger PR budget in 2014)
You might be thinking your job is not scripted nor are you an actor in a major motion picture. But after testing these quotes on your unsuspecting colleagues and peers you’ll realize that the Hunger Games isn’t as fantastical as originally thought.
– Diane Schwartz
(Join me on Twitter)
When I want to cleanse myself of all the bad sentences I’ve read or written, I go back to the same, reliable tonics: the books and stories written by Dashiell Hammett and Raymond Chandler. Whether you’re a PR professional or a journalist, you deal, essentially, in sentences, and you probably have your own writing masters or beautifully told stories that you turn to time and again to rid yourself of your own bad habits and reconnect with the inspiration that put you on your career path.
At PR News’ Writing Boot Camp in Chicago this month, we asked our attendees what literature they love and turn to for inspiration. Here’s a list of some of their true loves. It’s an eclectic list (presented in no particular order), but many of them have one thing in common—a magical allure that demands repeat readings.
1. “The Purpose-Driven Life,” by Rick Warren. Though based in Christian scripture, this book appeals to readers who yearn to find their true direction in life, and who find the search itself to be a spiritual endeavor.
2. “True Compass, A Memoir,” by Edward M. Kennedy. American royalty, the Kennedy clan continues to fascinate. Ted Kennedy could have been the source of a series of plays by Shakespeare.
3. “Jackie After O,” by Tina Cassidy. See above.
4. “To Kill a Mockingbird,” by Harper Lee. Smalltown America, Southern-style, seen through the eyes of a young girl.
5. The Harry Potter series, by J.K. Rowling. The Young Adult genre comes of age for all ages.
6. “Great Fortune: The Epic of Rockefeller Center,” by Daniel Okrent. Money, power, creativity and master planning converge in midtown Manhattan during the Great Depression.
7. “Fear and Loathing on the Campaign Trail ’72,” by Hunter S. Thompson. The apotheosis of HST’s reporting skills, deep compassion, savage political point of view and humor. Thompson had the gift for writing sentences that sing.
8. “The Hitchhiker’s Guide to the Galaxy,” by Douglas Adams. The sci-fi novel even sci-fi haters love.
9. “The Help,” by Kathryn Stockett. A character-driven tale of the civil rights movement in the South.
10. “Team of Rivals: The Political Genius of Abraham Lincoln,” by Doris Kearns Goodwin. If you want to be a great leader, you might as well learn from masters who’ve been given the historian’s seal of approval.
11. Marvel Comics. Victor von Doom’s thwarted love of Sue Storm turns him into a vengeful, ultimately self-destructive monster. Who hasn’t been there? Stan Lee, Jack Kirby and their colleagues combined soap opera, saturated images and a spirit of adventure decades before David Lynch conceived “Twin Peaks.”
What’s on your nightstand, or in your e-reader?
Follow Steve Goldstein: @SGoldsteinAI
It’s not everyday that PR is taken to task for sending unsolicited emails to reporters. Oh, wait – it is every day that this happens. And sometimes the magnifying glass is placed directly over the Public Relations trade, as is the case this week with an unflattering article by The New York Times’ Haggler (Pulitzer Prize winning reporter David Segal) that took to task emails the columnist received and persistently tracked back to an industry vendor’s media database. It doesn’t help that the headline is”Swatting at a Storm of Public Relations Spam.”
Whether fair or not, this sort of coverage sets us up for the defensive. Even with fantastic media databases, dedicated PR reps tracking down the right beat reporters, and guerilla PR efforts targeted by time, day, demo and topic, no media relations effort is perfect. And to blame a database for an incorrect email campaign is akin to blaming the tools, not the carpenter, for shoddy construction. But we can all agree that a bad PR pitch is a bad PR pitch in whatever form, format or formality it’s received.
Email remains the “killer app” for communicating with our stakeholders. By “killer” it can also mean relationship killer. The result of targeting the wrong reporter too many times, or the right reporter with the wrong pitch, usually is one of nonchalance — of just ignoring, deleting, opting out. The Haggler is an extreme version of one recipient revolting, perhaps for the sake of writing a column about it.
At the PR News Writing Bootcamp last week in Chicago, a panel of reporters reviewed mock email pitches from an audience of PR pros and implored the audience to keep their email pitches simple, short and crafted with an obvious reason for the reporter to care. The journalists on this panel — from Chicago newspapers and a mommy blog — were characteristically cynical. They are inundated with email pitches daily, and as with press releases, you have 7 seconds, at most, to get their attention. The panelists advised to think of an email pitch like it’s a movie trailer: grab the viewer’s attention but don’t give away the plot.
Assuming you have a story to tell, you still need to give the reporter something. Here are a few somethings to consider:
- An exclusive interview with the CEO or top executive
- An interesting infographic or chart/graphic
- New research or data to bolster the proposed article
- A video clip
- An invitation to a press-only event
- Links (not attachments) to information that will help the reporter do her job better
- If not an exclusive interview, a commitment to an executive interview at the reporter’s convenience
Before you send out your next email pitch, make sure “the give” is in there. Media Relations is the art and science of give and take.
- Diane Schwartz
PS: I’ll be at the PR NewsMedia Relations Conference on Dec 12 at the National Press Club. If you’re attending, DM on Twitter so we can set up a time to chat in person.