Year: 2014

Is Negative Publicity All Bad?

Cherith AndesBlog, Public Relations, Raleigh PR Agency, , , ,

Intern McKenzie Muckerman explores the ramifications of “negative PR.”

Miley Cyrus. Urban Outfitters. Uzbekistan. Kanye West.

What do all of these have in common? It’s simple; these entities have all found a way to thrive on negative publicity. Each of them has spun adverse PR in such a way that has allowed them to stay relevant in the public’s mind.

Shock = Value?

Kanye West and Miley Cyrus make their fortune and gain their fame by cultivating and leveraging media attention. For these two celebrities, it’s all about shock value.

Miley did a complete 180-degree turn when she transformed from a wholesome, Disney Channel star to a twerking, scantily clad performer. Meanwhile, Kanye interrupted Taylor Swift mid-speech on stage and instantly skyrocketed his fame factor. Both of these stars have had VMA performances that garnered more tweets per minute than Super Bowl XLVII, aptly named the “Blackout Bowl.”

For these two stars, infamy and fame are synonymous.

It appears that the media thinks that Urban Outfitters adhered to the same marketing formula: controversy = customers. Recently, Urban Outfitters sold a “vintage-inspired” Kent State University sweatshirt sporting what seemed to be fake blood spatter. As expected, a media firestorm ensued.

Media outlets claimed that the sweatshirt was related to the shooting that occurred at the University during the 80s. Urban claimed that the red dye was part of the vintage look and was not intended to resemble blood. Following Urban Outfitters’ scandalous history in the press, the media didn’t hesitate to implicate that this product was just another ploy for the retailer to broaden its exposure. Note, however, that despite the negative claims, Urban Outfitters still garnered significant airtime and news coverage.

Uzbekistan, a small country in the Middle East, was pretty much off the travel radar until the edgy comedy, Borat, hit theaters in November 2006. The entire film portrays an exaggerated interpretation of ethnic stereotypes and casts Uzbekistan in a less-than-favorable light. However, following the film’s release, travel inquiries to Uzbekistan increased by a staggering 300 percent, and the once unnoticed country is now a viable vacation destination.

The Exception or the Rule?

In all of these instances, negative publicity, without a doubt, amplified their spotlight.

However, there are other instances where negative press has ruined a celebrity, country or company. Tiger Woods and BP are great examples of the anguish that bad publicity can bring. Tiger lost millions of dollars in sponsorships and countless fans. BP lost billions of dollars and the trust of investors and consumers alike.

So, this poses the question: Are Kanye, Miley, Uzbekistan and Urban the exception or the rule?

In the grand scheme of things, Miley and Kanye’s actions pale in comparison to the scandalous nature of Tiger’s exploits and the trillions of dollars of unforeseen damage BP caused the environment and the people of the Gulf Coast.

These were “accidents” that were never supposed to happen. Tiger certainly never intended for his affair to come out, and BP certainly never expected to leak 4.9 million barrels of oil into the Gulf.

Miley and Kanye’s actions, on the other hand, created a conversation and likely achieved what they aimed to accomplish.

Changing the Conversation

Regardless if a response is intentionally sought, non-response to negative publicity marks a missed opportunity. Lack of chatter about a brand is the same as getting a three-star rating; you don’t know where the brand stands. When a brand receives negative PR, it’s not hard to identify what went wrong and opportunities for the brand to improve.

Feedback, whether positive or negative provides a platform to identify opportunities for growth, join the conversation and influence the audience’s experience. It is an opportunity to turn the naysayers into brand ambassadors. Anyone that cares enough about a brand to spur bad publicity cares enough to share positive messages as well, and hence, these individuals warrant careful, heart-felt attention.

As you and your company plan for similar contingencies, take the time now to build your crisis communication team and public relations council. Develop definitive strategy and clear, actionable tactics that address possible situations should they arise. In crisis communication, a swift, strong response can transform negative publicity into positive advocacy.

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Adopt or Dump a Social Media Challenge?

Cherith AndesBlog, Marketing, Public Relations, Raleigh PR Agency, Social Media + Influencer Engagement, , , , ,

Everybody’s doing it. Or more accurately, everybody did it.

The recent ALS Ice Bucket Challenge ignited one of the year’s largest grassroots social media campaigns with more than 8 million videos posted on YouTube alone. In a matter of months, the challenge raised more than $100 million for the ALS Association from approximately 3 million donors, including celebrities ranging from bubbly Justin Bieber to grim-faced Lady Gaga.

It wasn’t just a dump. The Ice Bucket Challenge became a tidal wave, an international campaign that no doubt will earn an accolade in the Guinness World Book of Records or a spot on Time Magazine’s top ten lists. An iconic demonstration of our nation’s generosity and passion.

Naturally, other organizations were eager to join the fun and show support with their own icy baths. And as clients sought our counsel, we encouraged them to consider two key questions before deciding to adopt—or dump—any social media challenge.

1. Who Are You?

Take a moment and reflect. In fact, feel free to loop the 1978 rock classic “Who Are You?” in the background during your self-assessment (we’re fans of mood music). Does the purpose of the challenge support your company’s own core values? Does the outcome align with your organization’s mission and vision?

Don’t get me wrong. Social media thrives on spontaneity, and in fact, it’s often “off-the-cuff” videos that build the strongest personal rapport with your audience. But viral trends, such as social media challenges or picture contests, can carry weighty messages that warrant careful consideration before your team invests in an endeavor. Fortunately, many campaigns, such as the ALS Challenge, support positive change for worthy causes—and it can be an easy choice to partner with these efforts.

2. How will you take it from icy to spicy?

Viral challenges offer the perfect opportunity to showcase your organization’s personality. How can you craft your own memorable moment by adding an extra dose of creative pizzazz?

Newland Communities, the nation’s largest private developer and a Clairemont client, stepped up their game when they accepted the ice bucket challenge. Rather than follow the typical backyard-bucket pattern, Newland incorporated a key icon from its own company—a dump truck—and drenched its team with a truckload of ice and water. In addition, the team bypassed the garden hose and used water from a nearby pond, addressing public concerns that the challenge wasted water and supporting Newland’s own commitment to sustainability. In the muddy mayhem that ensued, Newland created a video that earned a spot on the ABC 11 morning news.

Cause + creativity = a hefty dose of fun!

 

 

 

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Visual Fatigue? Laughter to the Rescue!

Cherith AndesBlog, Marketing, Public Relations, , ,

Intern Stephanie Zirker shares the marketing prescription to combat society’s visual fatigue.

As a society, we’re flooded, and it’s tiring us out. Our culture is awash with visual imagery: infographics that appeal to our inner statistician, artistic logos plastered across every gadget and live snapchats and Instagram feeds that vie for our short attention spans. The very act of filtering rampant  stimulation exhausts the human brain, leading to a condition known as “visual fatigue.”

Mayer’s Five Keys

Richard Mayer, American educational psychologist at the University of California Santa Barbara, published an extensive study on how the human brain processes visual traffic. He narrowed the essential principles for effective visual communication to five core precepts: continuity, coherence, signaling and segmenting.

Aesthetically engaging objects incorporate both words and images, a quality known as continuity. Effective imagery also streamlines information and demonstrates coherency, ensuring that the text coincides with the graphics. Signaling relates to the importance of connecting all the crucial points to form one comprehensive argument. Lastly, visual division of the content helps to narrow the viewer’s focus.

Mayer’s findings are calculated and constructive. However, there is one component not mentioned that warrants greater attention: the human component.

The Sixth Key

Last semester while studying in Florence, Italy, I was struck by (wait for it!) the city’s street signs. Yes! I said street signs! Some clever individual or company would replace the otherwise mundane traffic indicators with humorous – and sometimes edgy – cartoon versions. Following the discovery of these little gems, every stroll morphed into a scavenger hunt to document all of the creative signs I could find.

Fish Street Sign from Italy Stephanie Sign 2 Stephanie Sign 3

Never have I been more intrigued by road signs in my life. The signs sparked frequent conversation among students and even earned their own Facebook photo album. Why so much attention? Because they made me laugh.

Go on. Laugh a Little.

People’s strongest memories recall moments that made them laugh, cry or even blush. While visual communication in the professional world should never aim embarrass or sadden to win favor of viewers, emotions leave impressions. Videos that go viral or photos that attract thousands of Facebook likes more often than not incite some chuckles.

Remember Psy’s “Gangnam Style” (2,055,146,326 views) or “Charlie Bit My Finger” (749,153,849 views)? And of course, who can forget Saturday Night Live’s Blue Oyster Cult parody, “More Cowbell”? As Christopher Walken so famously said in that skit, “I’ve got a fever, and the only prescription is more cowbell!” America collectively memorialized that performance and still incorporates it into our daily culture.

Humor isn’t the magic bullet, but effective communication requires careful balance of Mayer’s four principles…and a little tickling of the funny bone.

 

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The Houzz Rules

Cherith AndesBlog, Furniture PR, Raleigh PR Agency, Social Media + Influencer Engagement, , , ,

The recent revitalization in the design industry has proven to be both a blessing and a curse to the average consumer. Gone are the days when kitchen cabinets came in just white, espresso or cherry. From remodeling kitchens to reupholstering pillows, home design projects now involve a maze of style and color that can confound even the most determined homeowner.

For the consumer, Houzz offers a lifeline—and a free one at that. The online platform provides a searchable database of interior design and home remodeling images, professional portfolios, reviews, surveys and expert advice. This Pinterest/Angie’s List/Facebook mashup is a lifesaver for anyone searching for design-spiration on a budget.

But what about the contractor, architect or designer on the other end? Targeted toward those looking to renovate, Houzz is brimming with 16 million eager consumers—90 percent of which are homeowners who are actively seeking design products and services. In fact, Houzz’s “Find a Pro” feature allows users to search for a local specialist, and businesses simply can’t afford to ignore this burgeoning customer base.

Implement these “house rules,” best practices and business tips to put Houzz to work for your company.

1. Learn the Lingo

Ideabooks: A scrapbook for design ideas. Users create folders on their own Houzz accounts to collect inspiring photos arranged by theme (“kitchen cabinets,” “backyard patios,” “yellow baby rooms,” “beach house,” etc.). Ideabooks are the online version of clipping pictures from a magazine. You can “pin” these images from other ideabooks, upload photos directly from your computer or “pin” images from another website—a la Pinterest.
Projects: Similar to an ideabook but a “folder” of pictures that allows you to showcase stages of a particular project. A home builder, for example, might highlight the construction phases of a Santa Cruz-style bungalow, or an interior designer might post before and after snapshots of a kitchen remodeling project.

2. Explore the Landscape
Familiarize yourself with standard features on Houzz.

Likes and Comments: Much like Facebook, Houzz users can “like” and comment on favorite photos, discussion feeds, ideabooks and projects.
Search Capabilities: The Houzz platform provides a sophisticated index that allows users to search for products, local vendors, curated ideabooks and even discussion threads by keyword.

3. Create Your Space

Just like any viable marketing medium, your Houzz presence should capture your brand’s voice, highlight your expertise and advance your business goals. Now is the time to define your creative strategy. Decide how you’ll curate and arrange your ideabooks (i.e. by product, space, location, style, etc.) to best spotlight your specialties or distinctive skills. Create “project” folders that showcase your portfolio and build credibility. Develop a list of search terms, topics and partner designers for collaboration, commentary and conversation, and cross-promote your Houzz on other social media platforms.

Note that official professional profiles require additional business verification, such as a license number. So be prepared when creating your account.

4. Establish Your Expertise

Strengthen your brand visibility by building a portfolio of client recommendations and business partner referrals (don’t be afraid to ask!). Establish your expertise by providing tips and advice on discussion threads related to your brand. Offer suggestions, solve problems, answer questions promptly. By doing so, you’ll rise to the forefront as a Houzz go-to expert for home design needs.

What other “Houzz Rules” or tips would you add to the list?

 

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Reply Already!

Cherith AndesBlog, Restaurant PR + Hospitality PR, Social Media + Influencer Engagement, , ,

Kaitlyn Goforth, Clairemont’s wonderful intern, explores the importance of responding to your customers and maintaining a dialogue on social media.

As a PR agency, we manage social media strategies for a variety of clients.  Effective social media demands careful attention, especially for restaurants where repeat business relies on word-of-mouth reviews. When an organization posts something on social media, it bares itself to criticism, praise and everything in between. In many cases, customers can reply to posts unrestricted, making social media a proverbial minefield to navigate.

In general, restaurants can respond to a social media comment in five ways: by ignoring it, deleting it, defending themselves, issuing an apology or apologizing and offering a solution. Obviously, the last option is often the strongest strategy, but that doesn’t always happen in the restaurant business. Large chains receive thousands of tweets a day, and small companies often don’t have the manpower to consistently manage social media accounts. However, restaurants cannot afford to ignore social media’s burgeoning clout anymore, especially with trends such as the  “eat and tweet” movement.

So what does creative conversation with a restaurant look like? To answer that question objectively, we took a look at three brands that are not Clairemont clients.

1. Chipotle – This popular “fast-casual” chain has a three-person social media team that responds to almost all social media comments individually. Joe, Rusty and Myra sign their names after they have responded to “humanize” and personalize conversation. In addition, Chipotle uses social media as a way to communicate internally and regularly congratulates employees on promotions and jobs well done. It’s not just a burrito store; it’s a supportive family.

Chipotle Tweet

2. Morton’s Steakhouse – Before researching for this blog post, I had never heard of Morton’s Steakhouse, despite the fact that there are locations all over the world. After reading about this great use of social media, Morton’s is definitely on my radar to try. This upscale, trendy steakhouse listens to customers and fans on Twitter – and responds. Businessman Peter Shankman was boarding a plane home to New York City when he tweeted:

Peter Shankman Tweet 1

To Shankman’s surprise, a Morton’s employee was waiting for him at Newark Airport with a to-go bag full of steak, shrimp and all the fixings. Shankman immediately tweeted a photo to announce the yummy surprise.

Shankman 2 Shankman 3

With more than 150K followers on Twitter, this was great publicity for the Morton’s since the story went viral! But more importantly, this “act of kindness” exhibited how listening and responding to customers can go a long way in the restaurant industry. Read Shankman’s entire story, which he titled “The Greatest Customer Service Story Ever Told, Staring Morton’s Steakhouse.”

3. Starbucks – Brad Nelson, a former Starbucks barista, runs the company’s twitter account, and he’s knocking it out of the park. He personally responds to the majority of DMs and mentions that Starbucks receives. In October, Starbucks announced the launch of “Tweet a Coffee,” a way for followers to send a five-dollar digital eGift to another Twitter user. This not only boosted social media engagement with the company, the program also encouraged customers to spread the Starbucks love while increasing sales. The coffee chain also uses humor to give their followers a giggle for the day (nothing bonds us together like a good laugh!), as seen in this recent haiku:

Starbucks

Chipotle, Morton’s and Starbucks are all setting a great example about how restaurants and other similar companies can turn tepid tweeters into life-long fans.

How does your favorite restaurant use social media to engage with customers?

 

 

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