All ‘Signs’ Point to Brand Awareness Success for McDonald’s

mcdonalds-signs-hed-2015What is the goal of advertising and PR? To get noticed and drive profits, right?

In the realm of getting noticed–otherwise referred to as brand awareness by non-civilians in communications—the McDonald’s “Signs” ad, which ran during the Golden Globes Awards and NFL playoff games this past weekend, is a resounding success. Whether or not it drives sales is for the ad agency of record and in-house communications team to prove weeks and months from now.

During the signature TV events on Sunday, Jan. 11, McDonald’s ran an ad showing signs outside franchise restaurants with inspiring messages of solidarity for local customers (“A Little Lovin Can Change a Lot,” “Hug Those Dads,” “Welcome Home 442nd Fighter Wing”) backed by maudlin music. At the close of the commercial there’s text that says “see the stories behind the signs,” with a link to the McDonald’s Tumblr blog.

Reaction to the spot has been mixed, the media has decreed. Some think it’s crass to align caring and sharing with a multinational brand one might associate with bad eating habits, obesity and low wages. Well, you can’t blame people for not lovin’ it, but if you focus on the goals of advertising and PR you can’t help but be impressed.

Adweek reported that 45,792 tweets mentioned McDonald’s on Jan. 11, “up from roughly 36,000 on Jan. 4 and 27,000 on Dec. 28.” Adweek also said that although the ad was divisive, sentiment dipped only “slightly” when comparing the three days. Meanwhile, the Signs ad on YouTube has topped a million views in just a couple of days. So we’re talking about a pretty nice interplay among paid, owned and earned media.

What’s not to love, if you’re in the business of selling burgers?

—Follow Steve Goldstein, @SGoldsteinAI

15 Easy Changes to Transform Your Career this Year

Forget new year’s resolutions about losing weight, completing your first novel, hiking the Pacific Crest Trail while learning how to play guitar. Those sorts of resolutions just set you up for disappointment. It’s time to get realistic. As far as career resolutions go, there’s no shortage of things we can do better. As communicators, we are fortunate to be working in a field that is constantly changing and therefore challenging our skills and patience. With that in mind, I put together 15 activities that can set you up for a more gratifying year on the job. This doesn’t mean you can’t still try to master the art of French cooking or call your in-laws once a week. Give at least a few of these a try in the coming week:

1. Become data savvy not data obsessive: understand what all the hullabaloo is about “data” in your organization and then learn how to leverage it for good, not just because.

2. Tell a good story: that’s one reason why we’re in PR, to tell great stories. If it means re-reading your favorite Rudyard Kipling short story to remind you of great storytelling, well that wouldn’t be so painful.

3. Foster a relationship: whether it’s with a co-worker, a reporter, a client or a customer, get out there and get to know someone new.

4. Look up: practice proper protocol and be in the moment by not staring down at your phone while in a meeting or in social interactions.

5. Find a mentee: help a budding communicator navigate the increasingly complex areas of PR. Seek a mentee through your own organization or through industry groups like PRSSA.

6. Give your customer a face and a name: find out who your optimal customer is (or your client’s optimal customer) and tack a photo of that person by your desk. Gear your efforts toward him or her.

7. Measure twice, cut once: best to know what the key metrics are before you launch a campaign or initiative and use those as your guide; it saves you much time and heartache in the long term.

8. Write something: practice writing every day; the more you write, the better you get at writing. Volunteer to write a blog post for your company or to guest post for a client; write an article in your company newsletter or update your group or clients with a well-crafted email memo.

9. Switch jobs (for a day) with IT: gain a better understanding of what your digital team does every day by spending some time dealing with people like us who are always needing something from them.

10. Get your policies and plans in order: do you have a social media policy? An employee handbook? A crisis plan? Have you read or updated them? Now is a good time to brush up on the dry stuff.

11. Audit your assets: take stock of your content libraries (if you have them), your photo archives, press release templates, review your About Us web page, and other assets that could come in handy in the event of a crisis, merger, acquisition, corporate change or last-minute request from a reporter.

12. Drop a social media platform: do you really need to be on Pinterest? Maybe that stagnant LinkedIn Group is making your brand look bad, not good. No need to be there if your audience is not visiting.

13. Adopt a social media platform: try out a new platform – whether it’s Snapchat, tumblr or Google+, test new social media waters to develop a stronger sense of where your should invest time and resources.

14. Hand-write a thank you note:  A few times a month, thank a customer, a client, a colleague, a reporter, an analyst; be on the mental lookout for those people who are helping you and write them a note. Your letter will stand out and all parties will be grateful. (Don’t forget to mail it.)

15. Advocate for PR: I’m not telling you anything new when I say that Public Relations as a discipline is only as good as the disciples. Become an advocate for measurable PR strategies and tactics that move the needle in a positive way. Share your best practices of the trade and spread the word about the power of Public Relations.

Happy new year, friends of PR News!

- Diane Schwartz


Controlling the Message: 3 Lessons from the Janay Rice Interviews

We’ve seen the video and we’ve read countless articles about Ray Rice’s behavior back in February of this year at an Atlantic City casino when he was caught on tape assaulting his fiancee Janay Palmer and then dragging her limp body out of the elevator. We’ve read with fascination the NFL’s multiple reactions to the assault and we’ve watched Janay stand by Ray, marry him and even apologize for her behavior.

Fast forward to now and we get to watch an incredible media plan at play. Opinions aside about domestic abuse, whether the former Baltimore Raven should be reinstated or how abhorrent his behavior was (or is). The way Janay and her PR team are handling the media is a lesson for communicators in crises.

You may or may not agree with Janay’s decision to stand by her husband, but for the sake of this post, let’s say that’s beside the point. Her control of the message over the past week was impeccable. It was neat and clear. It was consistent and had emotion. It was well-timed and facilitated the broader purpose of getting her husband back on the field.

Hiltzik Strategies was among the advisors that screened more than a dozen media outlets before choosing ESPN and The Today Show. Specifically Jemele Hill at ESPN and Matt Lauer at Today. In both interviews she portrayed her relationship as not that different from most couples: we argue but we love each other, we have weakness but we have strengths. There was no real bridging of the message away from assault or domestic abuse because she controlled the pace and tone.

While the interviews took place in early November, their release was timed to go live after an arbitrator’s decision to reinstate Rice to the NFL.

She told Lauer: “Everybody makes mistakes. After this whole situation, you would think we lived in a country full of people who never made a mistake.”

For the ESPN interview which took place (not coincidentally) at Ray Rice’s mother’s home in New Rochelle, NY, Janay negotiated the byline, with the video interview positioned “By Janay Rice as told to Jemele Hill.” In the Nov. 5 interview she spoke of how she met Ray, the Baltimore Ravens’ “knee-jerk” reaction to the assault and all the lessons learned since the incident. “I hope when people read this they realize that we’re real. I want people to know how much we love each other and how far we’ve come. Everyone has their own story, this is mine.”

If you find yourself, your brand, or a member of your team in hot water, it wouldn’t hurt to turn to the Janay Rice crisis management playbook:

> Take time to formulate a strong response that is aligned with the end goal: Janay waited seven months to speak to the media.

> Choose your interviewers, not just the media outlet: vet the journalists who are going to interview you and limit the number of interviews you grant.

> Time it well: The Rices waited until the arbitrator ruling to get their message out. It helped that the ruling favored Ray over the NFL, but either way it was the right timing.

While Ray Rice’s behavior back in February is condoned by no one, the narrative is now about rehabilitation and forgiveness.  In many circles, Ray Rice is still vilified. But when the very woman that he assaults is asking the public to forgive and move on, and she does so with grace and compassion, it is difficult to turn away.

– Diane Schwartz






The Epic List of Useless PR Tactics

A while back I compiled a list of annoying phrases and words we utter as communicators (and human beings), from “at the end of the day” to “guru” and “epic”. The list, via my blog post, grew as you added your own phrases that annoy (“I don’t hate that” and “synergy,” to name a few).

When the other day I heard someone complain about not being able to take a campaign viral, I knew it was time to create The Epic List of Useless PR Tactics. To make this epic, you will need to add to it, shamelessly and without hesitation.  Every profession has tactics that consistently don’t work because the very premise of them is flawed.

I should preface by stating that most PR people I know, and whom we cover in PR News, are hard-working, intelligent and effective.  But we all know colleagues who subscribe to one of the tactics below that only serves to set PR back as a profession:

Creating a viral campaign as goal #1: it’s gratifying when a campaign goes viral like the Oreo blackout tweet or the ice bucket challenge and social media has accelerated our ability to spread our messages (for better or worse). But understanding the motivations and psychologies of your stakeholders rather than making the medium (Twitter, Facebook, etc) the central focus will more likely result in spreadable content.

Using ad value equivalencies as a metric: While public relations is still struggling to agree on a standard metric, it has come a long way with the Barcelona Principles and matrices to better measure the value of PR in general and a campaign in particular. Applying AVEs to PR is the best route to going backwards.

Spraying and praying: you need media coverage, so the best way to get that is to send the same email and press release to thousands of journalists, most of whom do not cover your industry. Wrong! Even with updated and accurate databases at our disposal to target the appropriate journalist or influencer, telling a story to the right audience is still elusive to many.

Baiting and switching: there’s nothing a client hates more than thinking they’ve just hired a seasoned PR counselor only to be met the next week by someone a few years out of college who’s the lead on the account.  After nearly 20 years in the PR space, I can say that there’s more transparency in agency-client relations and less bait-and-switch; the minority cases drown out the advancements.

Forgetting you have a voice: Email is an excellent communication tool but nothing beats talking to someone in person or by phone. Go retro and phone an industry friend, meet with a reporter or client and meet up with stakeholders on their turf (industry conferences, for example)

Forgetting you have ears: as with most disciplines, PR suffers from hearing loss. Listen to what your stakeholders are saying and be present in the places they are saying it.  Listening is a workout: you have to discipline yourself to do it regularly but the rewards are noticeable.

Working in a silo: if you want to limit what your organization can achieve, then it’s important you stay neatly tucked into your department. But if you see that the lines have blurred and that it takes a village to raise the bar, then you know that aligning with your marketing peers (see my last blog on this), and even those in IR, IT, HR and other two and three letter departments will be the way forward for effective communications.

I want to hear from you. You’re on the front lines. What are some PR tactics we need to put an end to, stat? Please add to my list.

Diane Schwartz

On twitter: @dianeschwartz





No Apologies in PR Council Rebranding

apologyAt yesterday’s Communications Week “PRx” event in New York, Barri Rafferty, CEO of Ketchum North America, said that women need to stop saying “I’m sorry” if they want to become chief executives. The phrase “I’m sorry” is used too freely by women, according to Rafferty. It’s usually a thoughtless preamble to a statement or mere entrance into a room, and is a signifier of a lack of confidence and feeling of unworthiness.

“Have swagger,” Rafferty said. “Don’t be sorry—shine and be strong.”

I couldn’t help being reminded of her advice to women when I read today’s article in the New York Times about the Council of Public Relations Firms’ “soul-searching.”

The Times reported that the council, which is holding its annual conference on Oct. 23, adopted an informal name, the PR Council, and that in discussions of the rebranding the council had considered eliminating “PR” entirely.

The article points out that although social media and content marketing have expanded the role that PR plays in brand communications, PR—in particular, PR agencies—“has also been under scrutiny recently for a string of flubs and foul-ups.” The council was seeking a new moniker that would encompass PR’s past, present and future, but drop-kicking the term “PR” into the waste bin would have betrayed PR’s own lack of confidence and sense of unworthiness.

For generations, PR practitioners could only look on with envy and perhaps disgust at the budgets thrown at ad agencies and marketers, but the evolution of technology has been on their side, whether they realize it or not. The Council of Public Relations Firms–make that the “PR Council”—recognized that truth in the end.

—Steve Goldstein
Twitter: @SGoldsteinAI 

Will PR and Marketing Get Married One Day?

Inevitably the question arises when you’re in a room full of communicators: how do we break down the silos between PR and Marketing? I recently moderated a panel with Andrew Bowins of Mastercard and Jay Bartlett of Pitney Bowes on the topic of marketing-PR collaboration, or lack thereof in many organizations. We agreed that a path toward “togetherness” – as we’re all in this together – could mean better performance for your organization.

Both Jay and Andrew agreed that the departments need to not only talk to one another more often, but force collaboration into the culture until it becomes the culture. A few audience members shared how their organizations are literally breaking down the cubicles and re-engineering work spaces so that marketing and PR colleagues are sitting side by side.

There are a few elephants in the room when it comes to PR-Marketing collaboration and these animals are filling the space: budget and org chart.  Most organizations have separate PR and marketing budgets and there’s an inherent competition between the two to get a larger slice of a smaller pie. Then there’s the organization chart which is dusted off every now and then and tweaked, not transformed. Who reports to whom and who ultimately has the CEO’s ear is inextricably linked to budget, performance and outcomes. Understanding the new skills needed to accelerate growth may mean rethinking job titles, responsibilities and organizational structure.

At PR News’ Social Media Summit last week there was a consensus that marketing and PR need to partner more regularly and in particular when it comes to the rapid pace of social media communications. Who owns social media is not so much the question when both departments agree that their audience owns it.

PR and Marketing may get married one day – perhaps by necessity. But for the marriage to last it needs to do what most successful couples do: spend a lot of time together, move in and get to know how each other lives (my mother would disagree on this) and then get engaged. Work out the money issues and day to day responsibilities. Stick together in sickness and in health. You’re going to need each other.

– Diane Schwartz

PS: Check out the PR News Webinar on April 23 on this topic: Breaking Down the Silos Between PR & Marketing


Does ‘Building Relationships’ With Journalists Matter? Not If You Ask Journalists

004_bears-940x626I was moderating a PR News session in Boston on communicating with journalists, and I thought it was going rather well. We had two veteran PR pros and two veteran journalists (one a broadcast journalist, the other a newspaper reporter), and we had some disagreement. The PR pros talked about the value of building relationships with journalists, and the journalists said, essentially, that they don’t have enough time for relationships with their family members and old friends, let alone relationships of any kind with PR practitioners.

“Just send us something we can actually use,” was their message.

Afterward, a few of the attendees were disturbed that the four speakers weren’t in perfect alignment, which I found surprising. Edifying, but friendly, conflict was what I was after. That’s how you get to the truth of things.

“Shouldn’t they have been in sync before the session?” an attendee asked me. What I didn’t tell this person was that the two journalists had in fact had the opportunity to see the PR pros’ presentations ahead of time and had been asked to offer their unvarnished opinions on the PR pros’ viewpoints.

The opposing messages on the podium made clear—to me, at least—that there are conflicting yet equally valuable truths about media relations. Journalists bristle at the feel-good PR lingo about “trust-based relationships” and just want to see pitches and news that’s valid and useful to them. Yet, at the same time, the journalists are blind to some of the valuable relationship building at work.

In fact, the journalist who was most skeptical of relationship building was there solely because of the networking skills of one of the PR pros on the panel. She follows her own advice and belongs to every journalists’ association in the region. She puts herself out there physically and, yes, builds relationships. It was through this network of relationships that she made contact with this journalist and invited him to the session in Boston. His mere presence was proof that building relationships works.

Two conflicting truths do not cancel each other out. They coexist uncomfortably side by side, making life more interesting.

—Steve Goldstein
Twitter: @SGoldsteinAI 


Measure Twice, Cut Once? How About We Just Measure!

Measurement is one of those irrefutable initiatives in the PR and marketing world.  You cannot argue with the idea that what can’t be measured can’t be managed. Nor can you dispute the reality that many practitioners do not take measurement seriously.

Is PR Measurement like hand washing at the restroom? Let’s face it: there are those who always wash their hands, those who sometimes do, and others who pretend they do. Unlike washing your hands in the bathroom, measurement is not mindless, and it can’t be done in a minute. Some would even say it’s a bit messy.  Communicators still do not have a standard by which to measure communications practices, though it is finally agreeing that ad value equivalencies are ineffective in moving the needle.

This week marks the first annual AMEC Measurement Week,  a global “event” sponsored by the International Association for the Measurement and Evaluation of Communication.  PR firms and communicators at organizations worldwide are hosting meetings, events and social media discussions to tout the benefits of both measurement and evaluation.  Check out PR News’s web site, newsletter and social media (#prmeasure) for interviews with measurement leaders and practical ideas on measurement.  This week shines a spotlight on an area of our practice that is less shiny and new. Now is a perfect time to reflect on your personal philosophy about measurement and your commitment to the daily practice of measurement.

In countless conversations with communicators, and on the stage at PR News’s Measurement Conferences in DC (and coming on Nov. 20 in Chicago), experts on the topic are heated and singularly passionate about measurement. Attendees take copious notes and nod in agreement. These are clearly the people who care about measurement and carry the torch.

It is beholden on every communicator to understand The Barcelona Principles (66% of communicators in a recent PR News survey said they never heard of the Principles), to set measurable goals and to be willing to acknowledge when a campaign or idea didn’t hit the mark. The latter takes time, courage and teamwork.

Please share your measurement thoughts with us at PR News, and contribute to this important conversation.

– Diane Schwartz

On Twitter; @dianeschwartz


‘Meet the Team,’ Ferguson and PR’s Diversity Problem

Take a look at your “Meet the Team” and “About Us” pages on your web site. Do these pages reflect a multifaceted workforce? Do the photos of your team and their bios underscore an understanding of your many stakeholders? In other words, can visitors relate to you? You might not think these questions are worth asking until a reporter clicks on Meet the Team and asks just that.

That’s what happened late last month when Common Ground Public Relations was hired by the City of Ferguson, MO, to handle calls from the media following the fatal shooting of 18-year-old Michael Brown by a police officer in the St Louis suburb. As if the media didn’t have enough angles with which to cover the Ferguson story, it was handed one on a white porcelain platter. The PR firm that was hired to take all media calls following the crisis, as Talking Points Media noted, “appears to be staffed entirely by white people.” Noted Daily Kos in its headline about the firm’s hiring: “City of Ferguson PR Firm Has Something In Common with Its Police Force.”


The PR industry has been slowly working on its diversity problem, recognizing that less than 15% of PR professionals in the US are of African-American, Asian or Hispanic/Latino descent (per the Bureau of Labor Statistics). It is a real problem that needs a more aggressive push by our industry associations, PR leaders and hiring managers in communications departments and at PR firms. PRSA’s Diversity Tool Kit is a nice-to-have resource, along with its Diversity Committee, but is it enough?  Ironically, the press hasn’t mentioned that Common Ground’s team supposedly includes just one male among the seven pictured.  Diversity comes in all colors, races and genders.

I agree with Denise Bentele, president and CEO of Common Ground Public Relations, when she told Odwyer’s  that “the color of our skin reflected nothing of our concern to help our broader community respond to the watchful world.” It appears the firm is doing a decent job helping the City of Ferguson communicate not only to its residents but to a world that’s watching the investigation and public unrest.

There was nothing Common Ground could have done in the time that it was solicited by the City of Ferguson and the hours that it took for the media to click on Meet the Team and see a sea of white faces. To have quickly added some diversity to that page would surely have been snuffed out and would have positioned the firm as disingenuous. (That doesn’t stop Common Ground, however, from exploring diversity in its hiring practices.)

The knock on the City of Ferguson for hiring an “all white” firm amid a race-infused crisis is fair, and such obvious bait for reporters that it’s already a non-story.  For the PR industry, the bigger problem is why more people with diverse backgrounds do not want to make PR their career.  Here’s to a future where Meet the Team is not met with scrutiny.

-       Diane Schwartz

Let’s connect on Twitter: @dianeschwartz






Ferguson, Missouri: When You’ve Lost Control of the Story, and the Situation Itself

ap969996949662I’ve been riveted by the fast-moving situation in Ferguson, Missouri. It seems like an event from the sixties, a dark reflection of an ugly period long past, when cities burned and communities writhed in confrontations with law enforcement. I paid oblique attention for the first few days, but was shocked this morning (Thursday, August 14) to see that the situation hadn’t merely continued, but escalated dramatically. The footage was staggering—police firing tear gas, accosting journalists, knocking down TV cameras, advancing with military equipment on peaceful protestors.

The whole militarization of police is a story for another day, though it’s getting a lot of attention now, in many media outlets, including and Time Magazine.

What struck me today was that in five days now, it seems like hardly anyone is moving to regain control of the situation, or the narrative.

The Ferguson police chief gave a press conference yesterday, which was something, but I had to ask: Does Ferguson even have a mayor? Does the Missouri governor care as one of his towns is in anarchy and a militarized police force is exacerbating the situation, not calming it down?

Well. There is a mayor. His name is James Knowles. I looked it up on Google. He was even on MSNBC this morning to defend the police.

But other than essentially defending the near complete absence of information, Knowles didn’t say very much. He might have answered any of these questions with some precision and with actual facts, but he didn’t.

• Who’s in charge of the police in this ongoing crisis?
• Why is basic information about the incident that precipitated this confrontation (the shooting by a police officer of an unarmed 18-year-old) being withheld?
• Is it legal to withhold the name of the police officer who did the shooting?
• Which of the several law enforcement agencies on the scene is in charge?
• Who’s the media point person?
• On whose authority are law-enforcement officers pointing machine guns at unarmed citizens?
• Does the militarized police reaction really reflect whatever threat exists?

The governor, Jay Nixon, was scheduled to make a statement later today. Which is good, I guess, but about five days late. In the meantime, Anonymous, the online hacking collective, claimed to have penetrated the Ferguson municipal computer system and gotten the name of the officer, as well as other information.

In the meantime, in the midst of the worst crisis imaginable for a small municipality (and a significant one for the state of Missouri) it’s clear there is no effective crisis management plan, and certainly no crisis communications plan, and social media is lighting up with negative reaction.

—Tony Silber

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