Starting a Movement

One of the things as PR pros we can do is for the audience is let them know when it's safe to whoop, holler or applaud.

This is what our clients always want us to do.  It’s kind of like how to start a movement.

Often, we hesitate to spread the word and recommend something because it doesn't feel safe to do so. It's better to say nothing than it is to feel stupid.

Joining in on the standing ovation at the end of a Broadway play isn't some sort of callow sellout. It's actually a tradition that offers solace for the timid or uninitiated.

The trick in PR is to get to the tipping point.

The tipping point is when a lone weirdo has attracted so much of a following that it would just feel stupid NOT to join him.  Am I thinking Steve Jobs?

We like to learn from the shirtless dancer… if you have not seen his video then here’s a 3-minute version that can spice your day up…

PR messages and what your brand stands for

We often work for clients and develop their PR messages based on their brand. Our first question is, what does your brand stand for?

If you tell me about service and quality and customer focus, you haven't answered my question, because a hundred other brands stand for that. If you are what others are, then there's nothing here to own or protect or build upon.

Compared to what? Compared to all those that you compete with for attention, for commerce, for donations and for employees, what do you stand for? Are you one of a kind or even one in a million?

Hyatt, Marriott, Hilton... they don't actually stand for anything, do they? They can't, because they stand for precisely the same thing. Puma vs. Adidas vs. Nike... They all want to stand for winning. How substantial are the differences?

Make a list of the differences and the extremes and start with that. A brand that stands for what all brands stand for stands for nothing much.

One you understand what your brand stands for, you can actually develop your PR messages.

Learning PR the Justin Bieber way

Justin Bieber wants you to know he's not the next Lindsay Lohan, Britney Spears or Corey Feldman. Even though these celebs probably achieved less than Justin and probably get far more publicity.

The 19-year-old pop star has been making headlines with erratic behavior that includes showing up late to concerts, passing out backstage, threatening paparazzi, wearing gas masks, going shirtless in freezing temperatures and allegedly spitting on a neighbor during an argument.

Bieber hasn't taken the negative press sitting down, and has fought back via Twitter and Instagram rants about fake stories and "countless lies." Now, after being accused of battery, the pop star is striking back again, telling Us Weekly that he's not on the verge of a breakdown, as reports suggest.

Crisis 101 in today’s social media world – the right place to fight negative press is in the same place/medium that it appeared. It’s the simple things that are easily forgotten.  Each newspaper, blog author, social media platform, etc have a following.  If I hear something bad in the LA Times, then I’m an LA Times reader. If I hear it on Twitter, then I clearly use Twitter to get my news.  Justin, mate, only fight negative press where you see it (despite your youth and obvious social media prowess), don’t take the fight to the social media airwaves if it’s not there already.

"The biggest misconception about me is that I'm a bad person," Bieber told US Weekly. Well, no one was saying that (actually), and do you know any bad people that admit to being bad people?  This seems to be one of the worst quotes I have heard in a long time.

It's clear that Bieber (or his team) has grown very uncomfortable with the amount of negative attention that he's been receiving lately, and though he's on the defensive he does admit that he's far from perfect. "I'm young and I make mistakes. That's part of growing up," he told Us Weekly. "I mess up sometimes. It's part of growing up."

I love this!  I think I will use it in my next press interview. 

Yes Mr Business Editor, I know my company did wrong, but you know what, we’re a young company and we messed up – that’s part of our company growing up.

Perhaps the bigger PR question should be – can Justin continue to get quality media coverage without causing problems?  It’s clearly difficult to continue to attract positive media coverage. Lindsay Lohan, Britney Spears et al know the problem and went the ‘all publicity is good publicity’ route… even if it includes unflatering pictures, drunk driving and theft.  What will Justin do and how will that effect his still intact ‘good boy’ image.

p.s. If anyone has any tickets for Justin’s upcoming tour my 5-year-old daughter wants to know!

An early look at Super Bowl XLVII Commercials

Every year the Super Bowl brings commercial excitement.  This year spots are selling (30 seconds) for $4m.  Lets take the opportunity to watch what happens at Super Bowl time, which brands can communicate effectively and what crises arise.

It’s early yet, but there are two stories to follow:

1 – Taco Bell (headquartered in Irvine) have already pulled their Anti-Vegetarian commercial due to pressure groups.

News story here. 

A copy of the commercial here. 

2 – VW have a solid history of winning ads at the Super Bowl – you’ll remember the Star Wars commercial from 2011 - here.

Here is what looks like the new hit for 2013.

What do you think?

What is your favorite past Super Bowl ad?