Would You Like Ice Cream with Your Omelette? How to Surprise, Delight and Build Loyalty

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


How Can PR Pros Build a Digital Business With 2020 in Mind?

2020It 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

Ten Lines from Mad Men You (Hopefully) Won’t Be Hearing at Work Today

mad-men-2The series finale of ‘Mad Men’ left it up to us to decide if Don Draper took on a new, third identity or whether California bliss and an inspired retreat experience led him back to the advertising life and to create the iconic “I’d Like to Buy the World a Coke” commercial.”

After 92 hours of great storytelling by show creator Matthew Weiner, we say goodbye to Don, Roger, Peggy, Joan, Pete, and the iconic, misogynistic and inappropriate ’60s workplace. So one cliffhanger from the show which may frustrate communicators is: Where was the HR director at Sterling Cooper & Partners? Today, that HR dept. would be working overtime to deal with the goings-on among its troops.

To wit, I recap wonderfully horrible lines from ‘Mad Men’ over the years that hopefully you don’t hear in the workplace anymore:

“Give me more ideas to reject.”  – Don Draper

“Well, I gotta go learn a bunch of people’s names before I fire them.” – Roger Sterling

“Being with a client is like being in a marriage. Sometimes you get into it for the wrong reasons, and eventually they hit you in the face.” – Roger Sterling

“I’m Peggy Olson and I wanna smoke some marijuana.”

“Say yes with your voice not just your eyes.”  – Pete

“I’m not a solution to your problem. I’m another problem.” – Joan

“Remember when God closes a door he opens a dress.” – Roger Sterling

“I know you’re ashamed of your body. Or you should be at least.” – Stan [to Peggy]

“Although things are precarious financially, it’s been a magnificent year.” – Lane

“Could you keep it down? I’m trying to drink.” – Don Draper

‘Mad Men‘ is arguably one of TV’s best written stories and will be fondly remembered for years to come. The workplace culture and the dialogue that accompanied it? It’s good to know we’ve progressed, or as one ’60s advertising slogan noted, “You’ve come a long way, baby.”

– Diane Schwartz


PR Agency Pros and the Cure for In-House Anxiety

client-agencyIn-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

Are You Engaged in Reverse Mentoring?

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


‘I Think I Can’t, I Think I Can’t': A New Train of Thought

The story about the little engine that could is a familiar and heart-warming one, a tale of a determined underdog fulfilling a difficult task against all odds. “I think I can, I think I can” is a commonly used refrain at challenging moments.

Sometimes, though, we might be stronger to think we can’t.  To admit, “I think I can’t. I think I can’t” and to seek help.

This idea was brought to light last week during PR News’ Top Women in PR Awards ceremony when keynoter JJ Ramberg, host of  MSBNC’s Your Business, reminded an audience of high achievers to ask for help without the fear of reprisal or embarrassment. The women who make up our 2015 class of top female communicators are a determined group that can relate to the little engine that took on the challenge of taking a stranded train over the hill while the bigger, more able locomotives refused.

I’m fairly certain that leaders of either gender know they can’t do everything well and will seek assistance every now and then.  Aside from having mentors to guide us, it’s imperative that we as communicators are also able to communicate our (momentary) weaknesses and our need for assistance. To occasionally ask for help from colleagues, peers, friends and new-found business connections is to acknowledge our limits, to learn from the assistance we receive and to pay it forward.

The next time you think you’re the little engine that could or the big engine that should, consider your options. Could you use a little help?

 – Diane Schwartz



It’s Not Over ‘Til It’s Over, and 4 Other Takeaways From Super Bowl XLIX


New England Patriots rookie Malcolm Butler makes a game-saving interception. (AP Photo/Michael Conroy)

This year’s Super Bowl lived up to its hype, and it was one of the first times in recent memory that I found the game to be more exciting than the commercials. This year’s array of $4.5m spots struck a more somber and heart-warming note than years past. Considering what’s happening on the world stage and within the NFL itself, it wasn’t such a bad idea for brands to get behind life-affirming messaging. Even Mexican Avocados looked cute! And beyond the touchdowns, interceptions and curious calls were lessons that might resonate with you as you kick off your work week, and as we count down to Super Bowl 50:

Pull the heart strings, repeatedly: The Budweiser Clydesdale/lost puppy commercial was among the most memorable ads of the night. The Budweiser commercial was rather familiar to most fans since it was viewed millions of times before it officially aired. It was a sequel to last year’s crazily popular “Puppy Love” tear-fest. “If it ain’t broke, don’t fix it,” Brian Perkins, vice president, Budweiser, told USA Today.

There’s a fine line between getting consumers’ attention and turning them off: Nationwide’s “Make Safe Happen” commercial was an unwelcome surprise and quite the downer for many as we watched a “dead” boy narrate all the things he missed out on. ” Tweeters took sides, mostly against the ad. Noted one tweeter: “Nice one Nationwide. That was pretty fun to watch a commercial about dead kids with my kids. more like#scaremykids.” But people are talking about it — and the connection between your child’s safety and insurance —  so I’m betting Nationwide considers it a success. In a statement defending the ad, Nationwide said: “While some did not care for the ad, we hope it served to begin a dialogue to make safe happen for children everywhere.”

Play through the crisis: The case of the deflated footballs (Deflategate) still in play, the Patriots astutely fielded, or rather deflected, media questions before and after the game and proved their ability to not let a crisis disappoint fans, otherwise known as a 28-24 win.

Own up to poor decisions: Sports analysts and Monday morning quarterbacks are calling it one of the “dumbest calls ever,” and it just might be up there. But it was encouraging to hear Seahawks coach Pete Carroll and QB Russell Wilson take responsibility  (and not shift the blame) for the game-ending intercepted 1-yard-line slant pass. Not a rookie mistake; rather a rookie miracle that’s catnip to the media. Which leads to my last observation:

Don’t underestimate the rookies: there’s speculation that Wilson threw the pass in the direction of a less experienced player, clearly underestimating Malcolm Butler’s determination and skill. “I just read the play and made the play,” Butler said post-game. A lesson for us all.

– Diane Schwartz


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


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 

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