Tag: Public Relations

Clients Who Care: Wendell Falls

Cherith AndesBlog, Clairemont Client News, In Our Community, Real Estate PR, , ,

In the spirit of holiday giving, “Clients Who Care” is a blog series that recognizes some of the recent acts of kindness and caring demonstrated by Clairemont clients. We hope these stories inspire you to be charitable this holiday season and throughout 2015. Happy Holidays!

After grand opening, many companies make an effort to get to know their new neighbors–perhaps with an open house, a product promotion or even a donation to a local charity.

But what if your business that hasn’t sold a single product? Or signed a single contract? Or even opened your front doors?

Wendell Falls Steps Out Before Even Starting Up

Wendell Falls, the upcoming master-planned community nestled among the quaint rooftops of Wendell, N.C., exceeded the standard protocol for cursory introductions. Inspired by its mission to forge lasting relationships and strengthen the foundations of its community, Wendell Falls offered a helping hand to its new neighbors long before it even broke ground on its first house.

At first, Wendell Falls started by providing monetary contributions to assist the community where it needed it most immediately. With a focus on bolstering economic and academic growth, the new development team locked arms with local business owners and civic leaders to identify opportunities for growth in the chamber and schools.

And while these ongoing partnerships boldly demonstrate Newland’s caring spirit, we think there’s something else that makes this client “rock”.

A Client That Truly “Rocks”

Newland Communities, the developer of Wendell Falls, is fueled by its vision to “create enduring, healthier communities for people to live life in ways that matter most to them.” Newland has woven this principle of sustainability into 140 commercial, residential and mixed-use communities in 14 states nationwide; Wendell Falls carried on the legacy with a big bulldozer…and some creative thinking.

As the team commenced grading on the new Wendell Falls site, they encountered challenges excavating and disposing of the rocky terrain. And we’re not talking about a few pebbles; these hefty boulders posed an expensive challenge to export and stow offsite. And then Newland’s team encountered a “light bulb” idea: why not donate the boulders to the local Wendell Parks and Recreational department to aid its renovation efforts?

A dump truck (and a crane and a few hard hats) later, Wendell Falls donated eight hefty boulders to the Wendell Parks and Rec, footing the entire bill for the excavation, exporting and unloading while saving the town thousands of dollars in landscaping fees.

This creative form of “recycling” showcased the team’s heart to support and care for their community in every way possible—including a little “rock and roll.”

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Clients Who Care: T.MAC

Sarah HattmanBlog, Case Studies, Clairemont Client News, Restaurant PR + Hospitality PR, , , , , , ,

In the spirit of holiday giving, “Clients Who Care” is a blog series that recognizes some of the recent acts of kindness and caring demonstrated by Clairemont clients. We hope these stories inspire you to be charitable this holiday season and throughout 2015. Happy Holidays!

In the months leading up to T.MAC opening its doors in Cary on October 5, 2014, I became familiar with several key numbers related to the casual, neighborhood restaurant. One hundred beers on draft, 40 local craft beers, 75 HDTVs, 7,150 square feet and seating for 183 guests were all part of frequent conversations. However, in my opinion, the most impressive number was revealed on Giving Tuesday almost two months after the restaurant opened its doors to guests.

The number is 8,000. It’s the amount of money T.MAC raised for two Triangle-based non-profit organizations during a campaign that ran in conjunction with the restaurant’s opening. Life Experiences in Cary and the Juvenile Diabetes Research Foundation (JDRF) of the Triangle were both presented with a check for $4,000. In case you’re wondering, JDRF plans to use the money to support its annual walk held in October and Life Experiences says the money will help with its day-to-day operational expenses.

I feel it’s important to point out that these sizable donations are about more than getting news coverage during what some consider to be the “giving season.” The people behind T.MAC believe it is just as important to a be good community partner as it is to offer a fun and enjoyable dining experience to guests — a message I feel was demonstrated when the restaurant donated $8,000 two organizations that do so much for the local community.

At a time of year when many of us are reflecting on 2014, I cannot help but to look ahead and wonder what T.MAC’s impressive numbers will be in 2015 as it continues to give back to the community it serves.

 

 

 

 

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Clients Who Care: PDQ

Dana PhelpsBlog, Case Studies, Clairemont Client News, Restaurant PR + Hospitality PR, , , , , , , , , ,

In the spirit of holiday giving, “Clients Who Care” is a blog series that recognizes some of the recent acts of kindness and caring demonstrated by Clairemont clients. We hope these stories inspire you to be charitable this holiday season and throughout 2015. Happy Holidays!

Having worked closely with PDQ throughout 2014, we know that it is a company that gives back to its communities on a regular basis, not just during the holidays. Charitable giving, school and community sponsorships and helping neighbors is part of PDQ’s culture. It has been an honor to assist in many community initiatives here in the Triangle for this Tampa-based, growing restaurant brand that’s actively engaged everywhere it has locations.

Last Friday, PDQ got involved in local toy drives in more than one location. PDQ Durham helped Sean Maroney and WNCN #stockthesled, while  PDQs in Tampa participated in WILD 94.1‘s toy drive and PDQ St. Petersburg  102.5 The Bone. In each case, PDQ asked the radio stations, “What do you need?” In Durham, the answer was to meet the goal of 1,000 toys as the end of the drive was quickly approaching. PDQ team members and their families went shopping at 9 p.m. and helped WNCN exceed its goal! Similarly, Orlando from WILD 94.1 said they needed bikes. PDQ delivered bikes! In St. Pete, 102.5 needed toys and food for its volunteers. PDQ delivered its famous hand-breaded chicken tenders for everyone onsite and donated $500 in toys.

We admire our clients at PDQ for their dedication to helping good causes and for their ability to move quickly when community organizations have immediate needs. Our holiday hats are off to you, PDQ!

pdq tamp toy drive

 

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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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