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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.

Redefining Hot Cocoa: Darigold Releases New Heat N’ Serve Hot Cocoa

With cooler weather rolling in and pumpkin-spice goods filling store shelves, there is no question that my favorite season is quickly approaching: the holiday season!

When you picture the perfect winter day, what do you see? Are you skiing, sledding or chasing the kids around outside? Are you cozied up on the couch, reading a good book or binge watching your favorite show or holiday movie? Or are you entertaining, hosting a festive get-together with your friends and family?

However you spend your winter days, there’s no better way to warm up than with a hot cup of a familiar and comforting beverage. Luckily for hot cocoa lovers and eggnog skeptics across the Pacific Northwest, like myself, Darigold has released its new, Heat N’ Serve Hot Cocoa.

Before recommending others try this tasty new treat, I gathered my colleagues for a hot cocoa tasting party to be sure it was all that was promised. Without question, it truly is a decadent treat that sparks nostalgic memories of childhood and the excitement around snowy days and holiday festivities. It’s hard not to refill your cup, over and over. I just can’t get enough!

During the holiday season, my family considers hot cocoa one of the main food groups. Our favorite is taking it in a thermos, with plentiful amounts of marshmallows, to the local sledding hill and sipping it while we watch the kiddos take countless runs.

Made with Darigold’s farm-fresh whole milk and premium cocoa, this indulgent treat is rich in flavor and will warm your body from the moment its smell hugs your nostrils and its creamy cocoa kisses your lips. Not only does the hot cocoa come as a refrigerated, ready-made beverage that can be heated three ways (on the stove top, in the microwave or with a milk steamer). It can also can be swapped with milk in recipes to provide a fudgy flavor to delicious treats, such as:

  •        Hot Cocoa Crumb Cake
  •         Cocoa Fudge Cupcakes and Cakes
  •         Chocolate French Toast or Pancakes
  •         Chocolate Bread Pudding
  •         Cocoa Cheesecake
  •         Chocolate Overnight Oats

Darigold’s new hot cocoa can be found at grocery stores in the Pacific Northwest, including Walmart’s across the region, Costco stores in Seattle, and Safeway and Albertsons stores in Seattle and Portland. Don’t miss your chance to enjoy his seasonal treat as it will only be available through March 2018, or as long as there is demand.

Festive hot cocoa fans will have the opportunity to sample Darigold’s Hot Cocoa at local holiday events throughout the Pacific Northwest this winter, including Bothell’s Country Village Shop, the Mountlake Terrace Tree Lighting Ceremony at Evergreen Playfield and Yulefest at the Nordic Heritage Museum.

While I think this is the tastiest holiday treat you can get, we’re excited to see that others are taking note as well. As the weather settles in, celebrate with this delicious Heat N’ Serve Hot Cocoa!

 

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Building Motivation as a Learned Skill

Recently I began reading Charles Duhigg’s book, Smarter Faster Better, about how to be more productive in life and business. The first chapter focuses on motivation, which is important because motivation is often the driving force or reason that people strive to reach a goal, endeavor towards personal success or work to solve a problem.

Some may struggle with finding a purpose that keeps them motivated. I know I have, especially when it comes to getting out of bed early on a cold, rainy Seattle morning. Fortunately Duhigg uncovered in research that self motivation is not a static feature of our personality. Scientists have found that “motivation is more like a skill, akin to reading or writing, that can be learned,” says Duhigg.

In PR, having motivation or drive to succeed is a must-have skill. For instance, we cannot guarantee a reporter will decide to cover a client’s news, but we can make sure we do our homework so we are informed about that reporter’s interests and biases. Sometimes, this process is difficult, but to reach the goal we must continue to push forward. Our clients are looking to us to consistently exceed goals, and steadfastly challenge ourselves to secure results on their behalf.

So, how do managers and leaders help people build their skills around motivation? Duhigg elaborates on this, saying, “The first step in creating drive is giving people opportunities to make choices that provide a sense of autonomy and self determination.” This point stood out to me because, as an intern, I wasn’t sure what to expect in my workload or autonomy in completing tasks and projects. After beginning to work on a variety of projects in a support role, my involvement and independence has expanded. This has helped me grow more confident in my work and improve my skills, which I feel has positively impacted my overall performance and drive to perform well.

Duhigg also introduces the concept of an internal locus versus an external locus of control. An internal locus of control means people believe that their actions influence their destiny, while an external locus of control suggests that people believe their life’s destiny is affected by factors outside of their control.

He goes on to explain that managers and leaders can influence people’s self perceptions around their locus of controls. He quotes Sergeant Dennis Joy, a Marine drill instructor: “we praise people for doing things that are hard, that’s how they learn to believe they can do them.”

If a manager attributes people’s success to external forces outside their control, such as natural-born talent or luck, as opposed to something the individuals can control – such as hard work or the development of skills – it may potentially lead the people to believe that they could not perform the task successfully.

An additional example would be a manager saying something along the lines of “Cameron, you’re a natural born leader.” By attributing my leadership skills to traits I was born with, it detracts from the effort, time and learning it took for me to become a strong leader. It can also be demotivating because it doesn’t recognize my hard work. In contrast, employees who own their success or failures are generally more successful in their career, according to Duhigg.

The great thing is that at Communiqué PR, having this internal locus of control is part of our culture. Individuals make decisions and have some level of control over their work. Managers and colleagues know they cannot always control the outcomes around their work, but they can control the steps they take. We work hard because we take pride in our work, and enjoy doing it. Delivering the right results for our clients and exceeding their expectations is the icing on the cake.

For those that may be interested in knowing which personality trait you have, take this quick online test: Locus Of Control & Attributional Style Test. Your results may surprise you. If you’re interested in reading Smarter Faster Better, you can purchase a copy of the book here.

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Supporting Delta-Q Charge the Lithium Battery Industry

For nearly four years, Communiqué PR has been working with Delta-Q Technologies (Delta-Q) to help achieve its communications objectives and raise awareness of its battery-charging solutions for electric-drive vehicles and machines.

From industrial floor cleaners to sport and utility vehicles, Delta-Q continues to transform the battery-charging market by providing solutions that allow original equipment manufacturers (OEMs) and battery management system (BMS) manufacturers to seamlessly integrate charging systems into equipment (powered by both lead-acid and lithium-ion batteries).

This month has been an exciting and busy time for Delta-Q! We announced that Haulotte North America (HNA) selected Delta-Q’s IC650 battery charger for its towable telescope trailer boom lift line. We conducted media outreach to secure in-person meetings for Delta-Q executives while attending the GIE+EXPO in Kentucky. Last but not least, we announced the expansion of Delta-Q’s ICL Series with the release of its new ICL900 lithium battery charger.

To support these announcements we shared the news with contacts in Delta-Q’s key segments, including aerial work platforms, floor care machines, golf cars, lift trucks, power sports, and utility and transportation. Following are the results we secured just this month on behalf of Delta-Q:

Delta-Q/Haulotte Coverage

ICL900 Coverage

As lithium-ion batteries continue to make their way into the industrial industries, Delta-Q responds, providing both the product and professional expertise to help OEMs and BMS manufacturers better understand the uncharted territory and integrate reliable solutions.

If you’re interested in reading about past announcements and the results Communiqué secured on behalf of Delta-Q, check out the blog posts below!

Delta-Q Supports Lithium Powertrain System Development with Lithium Charger Development Kit

Helping Delta-Q “Lead the Charge in Innovation”

 

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In Defense of Fun Fun Fun in the Workplace

While it seems counterintuitive, the idea of “fun” in the workplace is actually pretty divisive.

There’s always at least one overly enthusiastic member of an office “Fun Committee” who is just a little too excited about organizing the next happy hour, or potluck, or ping pong tournament (“Cake in the break room for Karen’s birthday!!!!!”).

Then there are the people that audibly grumble about workplace activities every single time and wouldn’t be caught dead at an office happy hour or potluck (“We just want to do our work in peace, please!”).

Throughout my career I’ve been on both sides of the office fun debate, but as the current chair of Communiqué PR’s “Fun Fun Fun Committee,” I find myself increasingly in favor of fun at work, and not just because I like eating cake and taking breaks.

After all, most of us spend at least a third of our lives at work so why shouldn’t we be enjoying ourselves while also being productive? Does it have to be an either/or debate? Virgin Group’s Richard Branson has said, “Fun is at the core of the way I like to do business, and it has been key to everything I’ve done from the outset.”

Indeed, studies have shown that fun at work has a multitude of benefits in terms of building employee morale, bolstering team dynamics and relieving stress:

Fun helps retain and recruit talent

 

Forbes notes in a February 2017 article “Benefits of Fun in the Workplace” that “many millennials are drawn to positive work atmospheres; in fact, 60 percent of 2015 graduates reported that they rather would work for a company with a ‘positive social atmosphere’ even if it meant a lower paycheck.”

Consider that a workplace’s culture has a huge influence in the employees that it attracts and retains. Unproductive, frivolous or unprofessional “fun” activities can be the downfall of organizations (as hard-partying tech companies like Zenefits and others have found out), but if organized in alignment with a company’s culture and values, team activities can boost employee morale and a business’ bottom line.

Fun keeps employees engaged

No matter what industry you’re working in, it’s important that you’re operating at the top of your game. However, stressful, high-performing work environments often go hand in hand with employee burnout and disengagement. The Forbes article notes, “In different studies conducted by Gallup and the Queen’s School of Business, disengaged workers had 49 percent more accidents and 37 percent higher absenteeism. Moreover, healthcare costs at high-stress companies are 46 percent higher.”

A positive, fun work environment can help bolster client relationships

As the American Express Open Forum article, “6 Reason to Have More Fun at Work,” notes, “Happy, enthusiastic employees foster enthusiastic customers. Enthusiasm is infectious. People like it. A happier staff that has more fun is a staff that can sell your business to the outside world.”

But look, I get that not everyone wants to – or is able to – participate in office foosball tournaments and birthday gatherings. Every work environment has meetings, deadlines and deliverables that need to be completed; work can’t grind to a halt on a daily basis in the interest of fun breaks.

The key is that – just like in your personal life – you can’t force fun on people. And in a work situation, fun can’t be mandatory. The BBC has an insightful story (“We Are Not Amused: The Tyranny of Forced Fun at Work”) about the downside to forced fun:  “When participating in forced fun becomes a requirement, employees can become resentful of needing to step away from tight deadlines in order to do what feels less important. Others simply don’t want to spend what can feel like unnecessary time with work colleagues they already see more than 40 hours a week at the office. And frankly, for some people, forced participation is just not enjoyable no matter how you look at it.”

The occasional happy hour might not be a cure-all for disengaged, stressed out and unhappy employees. But organizing team activities that help create emotional connections within the organization, that foster a culture where employees can conduct meaningful work while offering recognition or rewards, are a solid first step in that direction.

Plus, there’s usually cake!

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Measuring the Value of PR

In our data-driven world, it’s a challenge to show dollar-for-dollar the value of PR as it is a bit less tangible than other services. Ultimately all clients want to know whether the money, time and energy that went into a campaign changed consumer behavior and, more importantly, generated profit. To prove your campaign’s ROI, you need to report on meaningful metrics that relate directly to business goals and objectives.

To ensure PR efforts are purposeful and deliver value for clients, it’s important to clearly define the goals and objectives, agree on measurement, determine what success looks like and report on the results. Consider the following tips when you measure your next campaign.

Outline Goals and Objectives

Ultimately, your PR efforts should support your client’s business objectives. Why are you investing time and resources into a particular campaign? What do you hope to get out of it? Who are you targeting? What is the intended message? Don’t stop asking questions until you have a strong understanding of how it maps to business objectives.

Many companies are looking for a silver bullet to achieve their communication goals. Moving the needle and making an impact requires a sustained commitment. Predictable, consistent and, of course, interesting communication is the key to building trust and long-lasting relationships with your audiences.

Agree on Measurement

Once you’ve defined your goals, how exactly do you demonstrate your ROI for them? Choose the right metrics. It’s vital to clearly define your metrics and KPIs on the forefront, and determine how to quantify and benchmark progress over time. Check out Cision’s Metrics That Inform vs. Metrics that Prove: A Guide for Content Marketers for more tips on matching measurement and goals.

For marketing people, advertising is easier to wrap their heads around. In advertising, leads and quantifiable metrics, click-through-rates and page views provide a direct correlation to how people are moving through the sales funnel. With public relations, it’s a bit less tangible.

Interestingly, Forbes columnist Robert Wynne cites a study conducted by the L.A. Times about editorial content sections and advertising in the paper. The multi-year study found that editorial content is at least 10 times more valuable than advertising, 60 times more valuable if the story is on a front section and 100 times more valuable on the front page of the paper. Generally speaking, earned media has more credibility because it was independently verified by a trusted third party, rather than purchased.

Furthermore, there is a general awareness that grabbing consumers’ attention is getting harder and more frustrating across nearly all types of media. People are avoiding print ads, skipping through TV commercials and cutting cable subscriptions. Reaching consumers online is getting tougher too, between the rising use of ad blockers and scams in which fake, computer-generated web traffic lures in ad dollars. As a result, companies are rewriting their marketing playbooks and rethinking the value of PR.

Define Success

To prove your campaign was successful, you’ll need to set a baseline for each metric you report on. To set a baseline, it is best to think about the results of previous campaigns and determine your average results. If this is the first time you are measuring the results of a campaign, determine a baseline using industry standards and consider benchmarking against competition.

Analyze and Merchandise Results

Once your campaign is over and you have your hands on all the data, how do you cohesively demonstrate your success? Present one, comprehensive report that highlights results and tells your campaign’s story. Some best practices include:

  • Start with an introduction that outlines the purpose of your campaign and the goals you wanted to achieve.
  • Organize the report in sections that show the diversity of activity. For example, outline developing materials, earned media outreach, social media engagement, etc.
  • Conclude with lessons learned and ideas to optimize future campaigns.

Take the lessons learned and immediately establish a follow-up plan while the campaign’s fresh in your mind. Then, consider conducting an A/B test with your next campaign to optimize how you connect with your audience.

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The Importance of Investigative Journalism

As we can see from this week’s CBS “60 Minutes” segment The Whistleblower and the Washington Post’s article The Drug Industry’s Triumph Over the DEA, investigative journalism continues to have a significant impact on public perception and people’s careers. Hopefully it will also have an impact on future laws.

In case you missed it, the Washington Post and the CBS newsmagazine both did stories on Oct. 15, 2017 about Tom Marino’s role helping drug distributors pass a pharmaceutical-friendly law that allowed drug makers to distribute more painkillers to places that were already in the midst of the opioid crisis. This law also simultaneously curtailed the Drug Enforcement Agency’s  efforts. Finally, to add insult to injury, Marino was paid $100,000 from the pharmaceutical lobby for his egregious work advocating for this law.

After these stories broke there was widespread outrage around Marino’s role as the chief architect and sponsor behind the law, as well as his nomination to be the drug czar. He had been nominated by President Trump to be the Director of the Office of National Drug Control Policy. On Tuesday, Oct. 17, 2017 he withdrew from consideration.

This story is especially important because we’ve lost more than 200,000 lives to the opioid epidemic. This is a staggering number of people and the ripple of effect of these deaths will be far reaching for many decades to come. Families have been destroyed. Children are often the biggest victims, losing parents to death or growing up in a chaotic environment where one or both parent’s top priority is drug-seeking.  (For more on this, NBC has done a couple of powerful recent stories.)

Other big investigative stories in 2017 that hopefully will impact change include:

Clearly, investigative reporting is expensive and time consuming, however, as we can see it is important and can impact change. Newspaper advertising revenue and operating budgets may have declined, but these stories still need to be told. While some may deride the news media, these stories are powerful examples of how they continue to play a role in keeping the American public informed and hold government officials, executives and board of directors accountable.

For more on investigative journalism, please check out these articles

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