Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
Even though we have known for weeks that the Seattle Post-Intelligencer was likely to cease its print edition, it is still a shock to see the last print issue of the 146-year old newspaper, and know that 160 people will lose their jobs.
I always enjoyed both the Seattle Times and the P.I. and found it interesting to see how competing journalists covered the same story. As a PR professional, I would read each article and consider the slant each reporter took, where the article was placed on the page, and who was quoted. Now, of course, I won’t have the pleasure of having two disparate and unique perspectives.
Stacia Kirby, president of Kirby Communications, Inc., wrote me to share her viewpoint, “As someone who grew up in Seattle I am very sad about the Seattle Post-Intelligencer and find it disconcerting to see the demise of the newspaper business. As a former broadcast journalist I can attest to the importance that journalists bring to their community. There is a gaping hole that is growing. People just don’t understand where the news comes from – it is not from blogs.”
Stacia raises a good point. As an active blogger, I know the bulk of what I do is comment, analyze and share my unique perspective on news or trends. Certainly, I solicit and include other opinions in many of my blog posts, but I am not focused on uncovering the next big story. I am not a whistle-blower or watch dog, and I don’t adhere to the same guidelines and standards that our daily newspapers follow. And at Communiqué PR there is no editorial board governing the tone or direction of our coverage, or taking a collective approach on critical issues.
Perhaps, we don’t need two daily newspapers in Seattle, but we certainly need to be informed and have independent news sources. I also think it is important that we have people who consider biases and verify sources of information.
Author Bryan Heathman agrees “The journalism industry is important to our world, state and local government and our nation.” Nonetheless Heathman points out that the role of journalism in society is not necessarily tied to a paper delivery mechanism.
Clearly the daily newspapers have got to identify a business model which allows them to succeed. “Until they do this, they will remain at risk of becoming obsolete,” says Paul Nyhan, former Seattle P-I reporter. “I really think this is just the beginning and we’re going to see the pace of change accelerate.”
Sprint Nextel has announced that it will no longer feature its CEO Dan Hesse in its television advertisements. You may remember the black and white ads featuring Hesse promoting the wireless revolution. For example, in one ad Hesse is shown working on a laptop in the back seat of a New York City cab to promote the network’s robust coverage.
Why did the company initially elect to include Hesse in its ads? According to an article published on March 12 by Amol Sharma of the Wall Street Journal, “the company’s decision was a bold move at a time when public trust in corporate chiefs is at a low point. Mr. Hesse says the ads that feature him have been effective, especially in terms of brand recall.” By featuring Hesse, Sprint hoped to “humanize” its brand, especially after it was tarnished by its rocky merger with Nextel.
In our experience, a charismatic, articulate spokesperson can be extremely effective in representing their company and building its brand. But these individuals must carefully guard their reputations. For example, we all remember the PR nightmare that ensued when the CEOs of Detroit’s auto makers took private jets to Washington to ask for federal bailout money.
Since taking over as CEO of the wireless carrier, Hesse has been very involved in efforts to shape perceptions of Sprint. In addition to advertisements, he has been a strong advocate for public relations and even commented on the new book written by Communiqué PR co-founders Jennifer Gehrt and Colleen Moffitt, saying “Strategic Public Relations” is full of practical counsel on how to leverage the power of PR to help companies achieve their most important business objectives.”
The ads featuring Hesse have certainly gotten people talking. And if there’s any truth to the popular adage “any publicity is good publicity,” then perhaps Sprint made the right move, especially (to quote Hesse) “in terms of brand recall.”
We would love to hear your thoughts. If you missed the ad, click here and let us know what you think.
After my experience trying Starbucks VIA, I was curious to see what other people think about the company’s instant coffee so I did an informal e-mail poll. I posted a query on Peter Shankman’s HARO to see what other consumers think of the new brew.
We have successfully used this tactic before to secure customer testimonials and expert opinions on behalf of our clients. Although this is just one method, we have found this can be an efficient and easy way to connect with consumers and experts.
Customer testimonials and expert opinion can add significant color to any announcement, podcast, blog post, etc. For instance, take a look at what some of the folks told me about VIA:
- “I tried Starbucks VIA because they kept giving me free samples. I’ve had instant coffee before and hated it; it seemed a lot like drinking from a mud puddle. After trying instant coffee once, I swore off it. However, with VIA I was pleasantly surprised. The coffee is good and although I still prefer to go to Starbucks for a brew, I do drink VIA in a pinch. The Italian Roast has a nice strong flavor similar to the Americano I like to drink. Columbia is smoother. You will get a little sediment in the bottom of the cup but that is about the only giveaway that it’s instant coffee.” – Paula Krapf, Author Marketing Experts, LLC
- “I have had VIA several times and while I am not a connoisseur of coffee, I do have a latte or Americano almost every day and I do like VIA. It is much better than any other of the “traditional” instant coffees and comparable to Starbuck’s brewed coffee – just far more convenient. I took a pack with me skiing last weekend, grabbed a cup of hot water during a short break and mixed in the pack of VIA. It is MUCH better than the institutional, brewed coffee at the lodge.” – Dan Evans Jr., The Dan Evans Group
- “I tried it, and liked it. I have a couple of 12-packs and have used it every day for the last week. I have several excellent coffee choices within a three block radius, but the weather’s been awful and this is a snap. No clean up. So far have stayed with Italian Roast. Previously I would gag at the thought of instant coffee. Another unexpected perk about VIA is that it actually smells good. The aroma fills the whole kitchen. Nice.” -Andra Medea
The one person who did not like VIA wrote me to say he thought VIA tasted like every other instant coffee and he doesn’t see the point.
As you consider your next corporate announcement, we hope you’ll consider infusing it with third-party perspective. With outlets such as Facebook, Twitter and HARO becoming more and more popular, there are a number of affordable, efficient ways to reach out to your target audience and garner their feedback.
One of the very first things I do every morning is check Facebook, Twitter, read the news and drink coffee. It is a relatively peaceful morning ritual – except when my beloved dog Scout wants to play.
The other morning while checking Twitter, I noticed that the word “Starbucks” was trending on the site. I was immediately intrigued. I wondered what Starbucks had done to create such a buzz, and what I could learn from the coffee retailer.
I quickly checked out some of the tweets and discovered the company was offering free samples of its new instant brew called VIA. I immediately signed up and this week I received two complimentary packets of Italian Roast and Columbia coffee. I just had my first cup and thought it was pretty good. I also really like the packaging.
But I am more impressed with how Starbucks is leveraging Twitter to reach consumers and drive perceptions of their company. This is a good example of how companies can effectively engage with key audiences. Starbucks offered something of value to folks in an unobtrusive manner, then sat back to watch the buzz build on Twitter. By leveraging the social network, they almost instantly created a vocal group of evangelists for their product.
For more information on how other companies are using Twitter, check out Forbes‘ article on the topic.
Last fall, Communiqué worked closely with Big Fish Games to build awareness and demand for Mystery Case Files: Return to Ravenhearst, the fifth title in Big Fish Games’ blockbuster hidden-object adventure series. As part of those efforts we secured in-person meetings with consumer lifestyle media well in advance of the actual launch to provide these long-lead outlets with an opportunity to experience the game firsthand.
We secured terrific results from these meetings: recent issues of Parade and SELF highlighted Mystery Case Files: Return to Ravenhearst to their readers.
Parade (circulation 32 million) highlighted Return to Ravenhearst as a spooky mystery game and included a screen shot of Ravenhearst manor in the Parade Picks’ section of its March 8 issue.
SELF (circulation 1.5 million) included Return to Ravenhearst in a round-up of computer games in its March issue. The editors recommend Return to Ravenhearst for anyone who enjoys watching whodunit shows such as Law & Order.
Big Fish Games’ in-person meetings also resulted in coverage in USA Today.
In-person meetings can be a great way to target consumer lifestyle press and should be considered when planning for product launches. The resulting coverage from face-to-face meetings can be big, and can help establish lasting relationships with key media. Just remember consumer lifestyle publications typically work several months in advance, so planning early is critical.
For more information about strategically planning product launches or scheduling in-person meetings with media, please contact us at [email protected] or at (206) 282-4923.
We’ve written often about the importance of blogging to engage customers, share company news, establish thought leadership and improve search engine rankings. A great example of a blog that has improved – and even created – business for its author is YouLookFab.com, by Angie Cox.
A former specialist buyer for ladies’ wear, Angie now runs a style consulting business in Seattle. She started YouLookFab.com to offer style advice to a larger audience, and she posts an entry every weekday. Her blog has become so successful that it has led to corporate engagements with retailers and an interview on the Today Show which aired on Saturday, March 7 – a notable and exciting testament to the popularity of YouLookFab.com.
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If you cannot see the video above, please click here to see Angie on the Today Show.
What is it about Angie’s blog that attracts so many loyal fans? To begin with, she picked a compelling subject that she knows well. She believes that fashion and style is beyond size, age and price – making her blog a relatable and informative resource for all men and women.
Unlike many fashion blogs, Angie does not critique couture or equate style with buying the latest “It Bag” (with matching $700 shoes, of course). Instead, she shares tips that help women look polished, chic, confident, and – as the name of her blog suggests – fabulous everyday.
It’s true that the clothes we wear convey a great deal about us, and this is particularly relevant in a professional setting. Many of our clients ask us for help when planning for business events such press tours, interviews and important meetings because they recognize the importance of making a great impression.
If you’re looking for style consulting, we highly recommend Angie Cox. For more information about Angie, you can check out her blog at www.YouLookFab.com and click on the “contact us” tab.