We’ve reached the point in summer when the accumulation of heat and humidity slows the reflexes and thought processes. This is when stories about shark attacks dominate news cycles. Calculated, outrageous statements by politicians running for national office barely raise an eyebrow.
As professional communicators know, it always takes a lot to cut through. In midsummer, it seems, unless you’ve got a video of a great white shark chomping on a surfer’s leg, you’re better off waiting until just after Labor Day to launch a campaign or pitch journalists.
You may not have that privilege, though. If you’re on the clock, your job is to get coverage for your organization, attract new customers to your brand or donors to your nonprofit, protect and enhance corporate reputation—despite the season and capacity of living creatures to assimilate anything new in consistent 91 degree heat.
So, how to cut through with your brand messages when sluggishness reigns? A few suggestions:
1. Use yourself as a test case. Unless you live in San Francisco, where it’s currently a foggy 61 degrees (and my old hometown and destination on Aug. 5-6 for PR News’ Google Boot Camp and Big 4 Social Media Conference), you’re either dragging your knuckles on the melting sidewalks outside or shivering inside as your sweat freezes from the blast of office air conditioning. What kind of content—aside from anything NSFW—is catching your eye on social, in your email inbox, on any kind of screen or printed material? This being summer, it’s likely that anything to do with vacations, time off, food, cold beverages and socializing with friends are the best lures. Try to find ways to connect your communications and business goals with where people’s desires are, if not their physical selves.
2. Find an excuse to use pictures of animals. I can’t tell you how many speakers at PR News conferences have closed their presentations by saying “and if all else fails try this,” and then shown a shot of a cute puppy, kitten or marmot. They’re only half-joking. Pictures of animals will always cut through. It’s no accident that Cecil the lion has shoved aside Donald Trump as the number one news story here at the end of July. Someone in your organization has a new kitten or puppy. Now is the time to put that critter to work.
3. Follow my example and make sure you include “shark” in any headline and “shark attacks” in any opening paragraph.
—Steve Goldstein, @SGoldsteinAI
Posted on July 23, 2015
Filed Under Crisis Management, Digital PR, General, Internal Communication, Measurement, Media Relations, Media Training, Social Media, Staffing and Management | Leave a Comment
The lines are blurry. As a communicator you are usually selling something – an idea, a story, an interview to the media, a budget, a campaign. To close on that effort – to get the story, win the account, score a larger budget – is a similar feeling your Marketing counterpart has when her campaign idea is approved or when a customer buys the product based on her messaging. And the salesperson down the hall from you? He is always prospecting, aims to be in front of clients or at least on the phone with them, understanding their pain points and their spending limits.
These three levers of Communications – PR, Marketing, Sales — are at their best when they’re working together, not separately. Most practitioners and strategists agree with the premise, but the underlying pain points, frustrations, budgetary constraints, conflicting goals may stop the three from even wanting to work together. I’ve posed the question in a previous post, Will PR and Marketing Get Married One Day? A lot of you responded and as a whole we’re in favor of this matrimony. But how about we go on a few dates first?
The best communicators will be the ones who have a firm grasp on Marketing, who partner with Sales to help close business, and who are pushing for consistent messaging across this spectrum. If you shy away from Sales or snub your nose at Marketing (that department that steals some of your budget), then you will be OK, possibly. That is to say, you can get by. But to be an extraordinary communications executive you need to spend some time in their shoes. Here are three easy things you can do in the next 30 days to narrow the gap and broaden your organization’s (and your own) opportunities:
Lead a Sales Call: Try to sell something to a client: ask your sales dept if you can sell your company’s service or product to one prospect. Set up the appointment, do your research, lead the meeting, close the business, send out the proposal, wait for the signature. Sometimes you’ll be waiting longer than expected for a signed contract and that’s part of the process and why the rewards taste so sweet.
Be a Marketer: Sit in on Marketing meetings and listen without your PR hat on. Understand how they measure success and manage budgets. Ask to work on a campaign in which you need to partner with the PR team. It’s not always easy to collaborate and see the other side. As a marketer, you may want to spend more on b-to-c advertising while PR is pushing for a media relations push with the trade press. Find common ground and share in the hits and misses.
Break Bread & Barriers: Set up monthly Integrated Communications Breakfasts. An early morning meeting of the minds where you are fresh and prepared could work wonders. Share current initiatives, report on performance of campaigns, ask for help and guidance. This will increase transparency and lead to more collaboration.
There’s nothing like coffee and bagels to smear away the friction that exists when three departments are used to eating alone.
– Diane Schwartz
I recently celebrated my 50th birthday. My older brother, knowing that that I want to get into online video but continue to procrastinate about it, got me a Sony camcorder as a gift, and I thank him for it. He gave me a push to finally start to better educate myself about how to shoot and produce online video, which is red hot in PR and marketing.
So, I’ve spent the last two weeks discovering the many moving parts to creating online video, and have had to disabuse myself that, Zip-a-Dee-Doo-Dah, I would take the camcorder out of its box, punch a few keys and my years-long dream of producing a documentary about Moondog would soon morph into a tentative reality.
Man, was I ever wrong. Shooting video of my cat pondering the significance of her water bowl, and playing it back, is easy. But transferring the data, whether to my smartphone or my laptop—not to mention the editing process—is going to require me to take many lessons online and probably look to my younger colleagues for reverse mentoring.
My nascent venture into online video has made me appreciate the challenges that PR execs now face in creating online video programming that can boost the brand against competitors. The effort requires both a long-term commitment to make online video a regular part of your communications as well as constant conditioning to what is still a relatively new aspect of public relations.
Machinations aside, in order for online video to work with your audience, it must have a sharp message and purpose. Technical wizardry won’t hurt your brand or organization, but the larger goal should be figuring out how the message in the video will tie to corporate objectives, financial and otherwise. It’s a steep mountain to climb (and I’ve got my Sherpa lined up).
With that in mind, here are a few video-scripting tips, with a hat tip to Reg Rowe, founder of GrayHairPR, a virtual PR agency based in Dallas, TX.
> Call to action. The idea of your video is to get the viewer to do something. Be sure to include a call to action: buy our product, attend our seminar, download our latest infographic, sign up for special offers, etc.
> Tone it up or down. Don’t write down to or over the heads of your audience. Know your audience intimately, its likes and dislikes, its level of expertise and write accordingly. A video for mechanical engineers will have a much different tone than one for soccer moms. The tone you set will influence the setting, talent used and type of dialogue.
> Support the message. After you’ve stated your key message, you need to back it up with facts and figures. Tell the reader/viewer/listener how your brand or client’s company will deliver on the key message and provide benefit to the customer. Credible third-party endorsers (subject-matter experts, analysts, satisfied customers, etc.) can provide believability and support your key message.
What would you add to the list?
Follow Matthew Schwartz on Twitter: @mpsjourno1
The moving company that assisted with our house move last week sent us a hard-working crew. Hauling boxes and furniture to and fro, they didn’t spend much time chatting, but when they did they usually framed it in a question: “How am I doing?”
When Danny, the head mover, first asked me that question I thought he was asking how I was doing. After all, moving out of a house is stressful! Then I realized he wanted to know if he and his crew were meeting my expectations. Were they careful, efficient, polite? Danny wanted this feedback. He stood in my kitchen holding a big box labeled “Dishes,” and looked me in the eyes as he awaited my reply.
“How am I doing?”
After hearing from me that he was doing a great job, he and his crew continued the laborious task ahead of them. A few hours later, Danny asked me the same question and this time I thought harder about it and provided some specific feedback having to do with not scratching a certain wall. Over the course of this 10-hour whirlwind round-trip relationship we had with our movers, “How am I doing” was asked at least a handful of times.
In the course of a week, a month, a year, how often do you check in, one on one, with your customers, business partners, clients, journalists, colleagues and stakeholders and as them “How am I doing”? We are more accustomed to asking “How are you?” then we are “How am I doing?” It seems the former is more about them and the latter can appear self-serving or insecure. But what you’re really asking is “Are you satisfied and can I do better for you?” Of course, you have to be prepared to heed the feedback, which is sometimes not what you expected. That’s the point – and it’s well worth the heavy lifting afterwards.
– Diane Schwartz
Write exceedingly well and you’ll increase your chances of succeeding in your workplace and in the job market. Write poorly and you’ll increase the burden of work for your colleagues and be seen as potentially expendable in economic downturns. That’s just how it is.
This is doubly true if you’re a PR professional or journalist. In both cases, good writing ability should be a point of entry and not an aspirational goal. If you’ve ever edited PR copy or journalism professionally, you may have learned that this is sometimes not the case. PR and journalism attracts people who say they love to write, but many of them apparently feel it’s fine to wing it with grammar, spelling, capitalization and punctuation.
While they wing it, others labor to clarify their sentences and paragraphs, rid them of errors and keep their style consistent. Wing it with your writing and you’re narrowing some career horizons.
Many PR pros know this to be true—we can see this at PR News from the many people who sign up for our Writing Boot Camps. Judging by the availability of online grammar tools, insecurity about writing ability goes far beyond PR and journalism to the general workforce. One such tool, Grammarly, scored a lot of attention online last week when it published an infographic called “The MLB Grammar Power Ranking,” in which it ranked Major League Baseball teams by their fans’ ability to write with the fewest grammar, punctuation and spelling errors. (Cleveland Indians fans came in first, with 3.6 errors per 100 words; New York Mets fans were last, with 13.9 errors per 100 words.)
The infographic and ensuing media coverage—including this post—has raised awareness for Grammarly, which offers three paid plans in which you can use its online program to proofread your copy, improve your word choices, avoid plagiarism and minimize grammatical and punctuation mistakes.
I’ve never used Grammarly. Perhaps I should. I am convinced, though, that this is not the entryway to the kind of excellent writing that’ll make a difference in your professional life. It’s probably a very useful tool, but depending on technology is not the way.
Commit to being your own writing teacher first, then pay for the tool and sign up for the class. Don’t wing it with punctuation, capitalization and grammar. Get copies of Strunk and White’s Elements of Style, The Associated Press Stylebook and Merriam-Webster’s Collegiate Dictionary and never stop referring to them. Be your own editor and keep rewriting your sentences. Develop that ability first, so that when a trainer, author or computer program exhorts you to avoid walls of text and make every verb count, you’re already on the endless road to writing a little bit better with every passing week.
—Steve Goldstein, @SGoldsteinAI
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
The melding of PR and marketing is one of the biggest challenges facing communicators of all stripes.
As C-level managers demand more accountability from their PR departments, communicators increasingly are trying to take their lead from marketing when it comes to measuring activity and demonstrating value. And, unlike even a few years ago, a growing number of PR execs now report to CMOs.
Wide disparities remain between the two disciplines. Marketing is conditioned to showing fairly immediate returns on the investment—PR, not so much. Indeed, it might take years for PR efforts to flow to the top and/or bottom lines.
But the arc of media consumption is bending toward PR. Online consumers have much more interest in having a conversation with brands, the domain of PR. Still, if they’re to succeed in the future, both marketing and PR need to work together.
How marketing and PR are collaborating on digital was discussed Monday during PR News’ Digital PR Conference.
“Communication pros who think like brand marketers will have a better appreciation of the purchase path,” said Torod Neptune, VP and head of corporate communications for Verizon Wireless.
Neptune has made several moves to provide for better collaboration between Verizon Wireless’ PR and marketing teams. They include:
- Expanding the PR department by hiring executives from digital agencies, as opposed to traditional communications professionals, who are well-versed in all things digital.
- Training PR execs to speak in a marketing vernacular and learn the terminology that the marketing department uses. “This should be the way we talk about our craft, which is one of the big opportunities” for PR, Neptune said.
- Encouraging PR execs to be more proactive, rather than reactive, about establishing the corporate narrative and speaking in the brand voice.
Jody Sunna, executive VP for Havas PR North America, stressed that bolstering fundamental communication between marketing and PR is key. She recommended the following tips for better collaboration:
- Maintain message consistency across all channels and all platforms.
- Look to bring all marketing, PR and digital team members to the table from the get-go to uncover opportunities and workarounds.
- Cross-promote and amplify content outside of your channel. Share PR stories with sales teams and across social channels. Share fan feedback from Twitter and Facebook with PR and marketing, and share marketing sales figures with PR.
Follow Matthew Schwartz on Twitter: @mpsjourno1
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