Fishing for a Story: In PR sometimes humor mixed with authenticity can help your pitch stand out. And with journalists receiving myriad releases, you need something to attract their bleary eyes. That was the the case for PR pro Molly Mulrain at cable network National Geographic Wild. All Wild had to do was raise awareness for SharkFest,a special week of programming. Wild was going up against the big fish, rival Discovery Channel’s Shark Week, the longest-running TV stunt in history; it began in 1988. Oh, and this year, for the first time, both Fest and Week faced off on the same nights. Bent but not broken, Mulrain and Wild addressed their pitch to “all of our dear old chums…we may not be the No. 1 week of sharks on television…[and] yes [Wild’s SharkFest]…is the same time as that other week… but we’ve got incredible stories…wall-to-wall sharks…and the only Olympic swimmer who matters: Ryan Lochte (cough Phelps who? cough).” The reference is to Discovery’s big “get” of Olympics legend Michael Phelps, who’s scheduled to race against a shark. (Lochte won’t be doing that.) The best was yet to come, though. The formal press release was a faux Discovery Channel release with information about Shark Week programs crossed out in black marker and info about SharkFest handwritten over them in red ink (see photo). Fortunately, Wild appreciated its rival’s sense of humor: It didn’t cross out Discovery’s mention of its “jawsome” lineup of celebrities.
Rules of Engagement: No doubt, some brands are taking calculated risks when they go to the keyboard to engage with famous people on social media, or as Steve Goldstein wrote on prnewsonline.com July 18, it’s a “new age (new for brands, that is) of direct confrontation on social media.” A recent example is Reebok, which took a lighthearted swing at President Trump for his comment about France’s first lady, Brigitte Macron. Tweeted from its account July 14, a Reebok diagram concludes the president’s remark that Madame Macron is “in such good shape…beautiful” was inappropriate for nearly every situation. While Reebok received large props, it also took flak, illustrating issues brands face when they go political: 1. You may polarize the market into those who like your stance and those who don’t. 2. Make sure your stance seems authentic or you may end up hurting your reputation. Indeed, the tweet garnered likes (89K when we checked July 21), but Trump supporters called for a Reebok boycott. In addition, social media wags noted the brand’s ads for its Reetone athletic shoe featuring provocative images of the lower half of bikini-clad women with the tagline: “Flaunt it like you never did.” Example two is the spat Delta Airlines had with conservative writer Anne Coulter (1.6 million Twitter followers), whose seat on a morning flight July 16, which she’d paid $30 extra to reserve, was given to another passenger. Coulter hit Delta repeatedly on Twitter during and after the flight, eventually attacking flight personnel and tweeting a picture of the young woman who occupied the seat Coulter had reserved. Delta tweeted an apology that evening, but also noted, “your insults about our other customers and employees are unacceptable and unnecessary.” Lawrence Parnell, associate professor/director, The George Washington Universitymaster’s in strategic PR program, says Delta acted appropriately, defending employees and customers. Coulter had every right to complain, but came off as “petty” when her tweets became personal. Part of the problem, he says, was Delta personnel failed to recognize Coulter as a celebrity. Two days after the flight things became even more uneasy when Coulter somehow obtained what she says are texts of a Delta attendant that suggested her seat was given away precisely because cabin personnel recognized her. Should this be true, Delta obviously has an even bigger image problem on its hands.
People: At our press time reports surfaced that President Trump named hedge funder Anthony Scaramucci White House communications director. Moments later White House spokesman Sean Spicer resigned abruptly, apparently upset over the Scaramucci hiring. Previous communications director Mike Dubke resigned May 30 after 3 months. Sarah Huckabee Sanders replaces Spicer. – Former Uber communications chief Rachel Whetstone landed quickly. She’s headed to Facebook as VP, communications, for WhatsApp, Instagramand Messenger. – Power company Cummins said 14-year veteran Carole Casto, VP, corporate communications, (photo, p. 1) will add marketing communications to her title. – Congrats to PR News contributor Jaya Koilpillai Bohlmann who’s been tapped to head recruiter PR Talent’s new D.C. office.