Today, engaging with customers on social media is a given for most businesses. However many are finding that if a sound strategy is not in place for responding to customer complaints/inquiries or if the various channels are used carelessly, this strategy can backfire.
Recently, a number of companies have been faulted for mishandling social media.
From creating insensitive posts in an attempt to create buzz, e.g., DiGiorno Pizzaâs inappropriate use of the #WhyIStayed hashtag, to deleting customer complaints like Smuckerâs, it seems like there are more fails than successes. Why? Perhaps companies arenât weaving social into their overarching PR/marketing strategy or they might be entrusting social to the wrong team or individual.
Whatever the situation, it is important for companies to reexamine their social approach and take it seriously to avoid any costly blunders. If not, these mistakes could be extremely costly, diminishing consumer trust in products and services and negatively impacting business and/or brand reputation.
*This post originally appeared in Y&A’s Spark Newsletter
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Any one who says there is no such thing as luck in PR, or business for that matter, hasnât experienced success. Sure success always relies on hard work and resilience, but striking gold usually involves a small dose of luck, mostly in timing. Call it fate, kismet, destiny, or fortune, with luck on your side here are three additional PR elements that must align for success.
Strategy â No PR effort, big or small, reaches its full potential without a sound strategy. That means looking big picture at the overall objectives and project elements to determine the best approach.
Tactics â Just as strategy is a guide for the best project outcomes, getting the tactics right matters. A successful PR campaign must respect basic media relations principles â from reporter outreach and interactions to pitch and press release content and media interview best practices.
Tenacity â Even with lady luckâs blessing, dedication is essential. Sending a media pitch to targeted reporters with an advance on your news is important but more important is the effort the PR team puts into follow up with the key publications.
Whatever your PR goal is, success requires all four elements â sound strategy, effective tactics, dedication and a little bit of luck. After all, a breaking news story can trump your news any day of the week.
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As the “Deflate-Gate” saga rages on and nearly half of Americans think the Patriots are culpable of the wrongdoing, the bigger issue called into question is image and messaging. From a public relations standpoint, rather than a legal or moral one, the Patriots have bungled or fumbled this mess from the onset. After nearly a week of silence, both the team’s head coach Bill Belichek and quarterback Tom Brady took to the podium during separate press conferences with questionable, ill-handled statements and answers to reporters’ questions. While I agree that Deflate-Gate is a minor issue when juxtaposed with world issues like terrorism, hunger, etc., I wouldn’t make the statement, “This isn’t ISIS, no one is dying.”
It was quite apparent following the press conferences, the PR team quickly convened behind closed doors and hosted a “Round Two” media event where answers were much more polished and precise from Belichek. With any crisis communications issue, regardless of whether the organization believes it is small ball or a huge organization-changing incident, getting in front of the messaging and treating it seriously can mean the difference between the public quickly moving on to another story or the media dragging it out for days as is the case with this incident. Both Belichek and Brady’s flippant attitude and responses to the controversy called into question their truthfulness and unfortunately now the team’s pre-Superbowl preparation and pride have been forever altered.
Sadly for football lovers, 2014 ranks as one of the worst handled PR years for the NFL and many of the teams. Let’s hope they clean up their image in 2015.
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As we jump into a new year, it’s beneficial for us to reexamine and refresh our media pitching approach. And, a recent conversation with tech journalist Kira Newman gave me a few ideas for doing just that.
Keep media pitches short. When reaching out to journalists with a new story idea, it is tempting to offer everything but the kitchen sink, but the reality is that we are operating in a 140-character world and pitches need to be more succinct than ever. Wait for a journalist to express interest and then offer supporting details and research.
Make your PR pitches human. Today, journalists are receptive to a personalized approach and even a more conversational tone. Taking cues from journalists’ tweets and previous stories and using that intelligence is necessary for building a relationship that will help you amplify coverage for a clientâs or your own internal campaigns.
Just say no to jargon. In the tech world, it is easy to drift into jargon speak, but breaking down a new technology so everyone can understand will help you quickly convey product value and differentiators. Also, with so many jargon-filled emails running rampant, clear and concise descriptions can help you stand apart from competitors.
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The team and I just arrived home from a successful Young & Associates planning meeting in New Orleans. Even before we moved to a virtual model Young & Associates has always put a lot of stock into annual planning meetings. It is invaluable to have focused time together talking about the company, our successes and goals, our challenges and how we can best tackle them. We talk about what we can do better – for our clients, for the agency and our own professional development.
Approaching nearly 10 years since we moved from our Courthouse Square offices in Rockville, Md., the in-person planning meeting has taken on an even more important role in the agencyâs evolution. While the benefits of being virtual are numerous, we can’t deny the power of sitting face to face with a colleague, client or peer. All of our client relationships â most of which are multi-year collaborations â are cultivated working in the virtual model. But one of the takeaways from this year’s planning meeting focused on the face-to-face relationship with our clients and not forgetting the invaluable benefit it affords the account dynamic and chemistry, as well as the impacts on the account strategy and delivery. So a warning to all of our clients – we’ve made it a goal to see more of your smiling faces this coming year – in your offices, at an event or at a mutually convenient destination.
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As we near the the season to reflect on what we are truly grateful for, in my professional life, I am very thankful for the outstanding clients the agency has represented over the years. These are not just our customers that we provide a ongoing service for, but rather business partners for whom we strive to make a meaningful year-over-year impact. Their success is our success.
These partners often embody many of the same shared characteristics that we look for and embrace as part of the agency’s culture and future. These attributes include:
– Willingness to share the good, the bad and the ugly. They know we do our best when all is revealed–not just talking points that can be regurgitated to media and analysts.
– Shared common goals across marketing and PR. We hear about silos all the time and continue to evangelize about this pain point on behalf of our clients, but the same remains true in marketing and PR. Information sharing and top-down objective setting is a must.
– Flexibility in getting there. Our clients know we strive to reach our goals but sometimes the best laid plans go awry. Working together and understanding that different strategies and tactics can achieve the same desired goals makes a meaningful, long-lasting client relationship.
– Hey, we are humans. These same partners know that, yes, even near-perfect PR professionals make mistakes. And if we admit it, and offer our right to the wrong, they acknowledge it and move on.
There are many more partner characteristics we love at the agency, but most of all, a good many of our clients we now call friends. And that may be the most important blessing of all.
Happy Giving Thanks!
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Choosing the right PR partner can be challenging, as presentations, websites and agency materials can often blend together and become repetitive. Professional chemistry and mutual respect play a role but here are a few questions to ask your potential partner prior to an engagement to clarify differentiators and ensure they are a good fit.
1) What creative ideas do you have for our company?
Creativity can make an agency stand apart from the crowd. If PR professionals arenât able to offer original suggestions during the exploration phase, they likely will be limited creatively moving forward.
Â 2) Can you provide an example of a clientâs media coverage?
Concrete examples are imperative. Ask your potential partner how they generated media coverage for a specific client, from beginning to end. This will shed light on the agencyâs processes and ability to deliver.
3) How do you measure success?
Measurement and evaluation of PR strategies is critical for determining a programâs success, so it is important that this is clarified from the get-go. Inquiring how results are measured can shine a light on the agencyâs approach.
4) What is your biggest accomplishment?
While this might tread in the territory of a clichĂ© job interview, asking about big achievements tells you a lot about an agencyâs ability to reach high, as well as about their vision and prowess.
5) Who will serve as my account team?
Probably the most important question — ask your potential agency partner who will be your day-to-day contact and who will serve on the account team. By asking upfront you help ensure you get an âAâ team and mitigate the risk of any bait-and-switch.
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One of the most important parts of achieving stellar PR results is positioning corporate news so it fits into reportersâ interests today. Forget about the fact that hundreds of emails are slamming into their Inboxes each day and the phone rings off the hookâonce youâve moved past these timeless obstacles, the real challenge is nailing the right âhookâ for sustained interest and relevancy. Here are some tips for a gut check on whether your announcement plans pass muster.
- Examine Marketplace Storylines â Take a close look at the stories that your marketplace has focused on over the last six months. Are there patterns? How does your announcement fit into the grander scheme of things and more importantly, what high-priority issues does it help mitigate?
- Whatâs Coming Down the Pike? â As Meggan Manson mentioned in her previous blog post, itâs important to evaluate upcoming known major industry announcements when considering press outreach. If your news is a natural fit, then you may be able to cultivate a plethora of opportunities to weigh in and serve as a resource. On the other hand, it may be better to avoid the major news timeframe if there isnât a tie-in so youâre not competing for reportersâ bandwidth.
- Line Up Validation Voices â You may believe your news is highly important to your industry, but often times including client, analyst or partner commentary in your outreach can help seal the deal. Third-party commentary provides validation for your news and shows reporters that other key industry players are invested in it.
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