Most of the time, when PR practitioners are crafting crisis communications plans, they are imagining scenarios when something has gone terribly wrong and the company is going to have to battle an onslaught of negative publicity, generated by people outside the firm. Their key strategies include setting the record straight – making sure the facts are accurately reported – and reassuring the public that they are doing everything possible to effectively address the crisis at hand.
In that context, the public relations department at BP has done an outstanding job responding to the crisis created by the explosion and subsequent oil spill from its deepwater drilling rig in the Gulf of Mexico. They have opened their doors to the press, providing them with details on the spill and containment efforts, and have run full-page ads assuring the public that the company was doing whatever it took to solve the problem and would pay for all of the damage to the region. They have even gone as far as making public a live video feed of the well, even as oil gushes out of it into the ocean waters, in order to create a sense of transparency.
The problem with BP’s public relations efforts, which have spurned almost as much news as the crisis itself, is that internally, it seems that the right hand doesn’t know what the left hand is doing. Invariably, just as the PR department’s carefully crafted ads show up in the daily newspapers of the affected Gulf Coast communities, BP executives are making comments about wanting to get on with their lives and about the “small people” whose livelihoods have been stripped by this situation. While the PR department is doing whatever it can to publicize BP’s containment and cleanup efforts, the company’s CEO is watching his yacht race off the coast of England. Whatever goodwill the PR department is trying to generate with the media and the public at large, is being drowned out by negative publicity created by its executives’ blunders.
The BP public relations fiasco underscores two important components to any public relations program. First is the issue of training. Just because an executive is good at running a profitable company, that does not mean he will automatically make a great spokesperson for the firm. Clearly, BP CEO Tony Hayward was not adequately trained by the PR department. Otherwise, he would have known better than to say something as stupid as he did about wanting the crisis to be over so that he could “get his life back”, right in the middle of a situation that had left 11 dead and countless others grieving the loss of their livelihoods as the oil contamination wiped out businesses across the Gulf Coast. He would have also known that taking the time out to make a personal visit (with photos) to the affected region would have made a positive PR impact, while taking time out on his yacht during the crisis would (and did) have a significantly negative impact.
The other component to a good PR program that has been executed poorly by BP is consistency. So many firms don’t want to take the time and effort necessary to ensure consistency across all of their communications channels – from the board of directors, across their marketing vehicles, down to individual sales people – and yet, it clearly makes a difference. The lack of consistency in BP’s messaging has cost the company a huge amount of credibility, in a time when credibility was crucial. The result? An erosion of public trust…and the loss of billions of dollars in market valuation, seriously affecting the portfolios and pensions of BP employees and stockholders alike.
Just as the Deepwater Horizon should serve as a lesson in disaster recovery and preparedness, so BP’s public perception crisis should serve as an important lesson in PR and corporate communications. It is not enough to have a plan in place. Consistency must be maintained throughout an organization’s communications venues, and one of the ways to do that is to make sure it starts at the top, with a well-trained executive.
To learn more about how we can help you maintain more consistency in your PR and marketing communications programs, call 832-372-4798 or visit http://www.lindawisepr.com/.
Monday, June 28, 2010
Thursday, January 14, 2010
Better Late Than Unprepared
The Cy-Fair Chamber of Commerce honored Linda Wise PR & Marketing with a ribbon cutting Thursday. It was nice to be recognized as a new business in the community, although it felt a bit strange, given the fact that I moved my office to the area and joined the Chamber six months ago! In contrast, the other business doing their ribbon cutting at the same time had opened their doors just a week beforehand.
So why in the world would a business wait to promote its business instead of just jumping right out there? It seems like an odd thing to do, especially given that I spend my life encouraging people to "get out there" with their message!
Actually, the reason why I waited to promote Linda Wise PR is the same reason I encourage many of my clients to wait to promote their businesses. I needed to take the time to do it right. How many businesses just throw themselves into the market, hoping to make sales, only to have to backtrack later because they haven't taken the time to plan their launch? Their collateral is incomplete and often looks somewhat unprofessional, their messages are inconsistent and not necessarily in line with their target audience's hot buttons, and there's no strategy on how to go to market with their product or service offering, so it's easy for sales and marketing and engineering to be going in three different directions.
There is certainly nothing wrong with a business "testing the waters" before it goes into full-blown launch mode. In the software business, this is called a "soft launch", wherein a product is introduced to a select number of customers to see what the market reaction is (on a limited scale) before a larger investment is made in a full sales and marketing effort. Usually, however, even before the soft launch, there has been some market research and beta testing of the product/service, key messages have been crafted, and a go-to-market plan has been developed. The soft launch stage is really designed for any bugs to be worked out of the product, or tweaks to be made in the sales and marketing side of the house.
Once a decision has been made to fully launch a product, service, or business into the market, there are a few key marketing elements that should be in place prior to the launch:
So why in the world would a business wait to promote its business instead of just jumping right out there? It seems like an odd thing to do, especially given that I spend my life encouraging people to "get out there" with their message!
Actually, the reason why I waited to promote Linda Wise PR is the same reason I encourage many of my clients to wait to promote their businesses. I needed to take the time to do it right. How many businesses just throw themselves into the market, hoping to make sales, only to have to backtrack later because they haven't taken the time to plan their launch? Their collateral is incomplete and often looks somewhat unprofessional, their messages are inconsistent and not necessarily in line with their target audience's hot buttons, and there's no strategy on how to go to market with their product or service offering, so it's easy for sales and marketing and engineering to be going in three different directions.
There is certainly nothing wrong with a business "testing the waters" before it goes into full-blown launch mode. In the software business, this is called a "soft launch", wherein a product is introduced to a select number of customers to see what the market reaction is (on a limited scale) before a larger investment is made in a full sales and marketing effort. Usually, however, even before the soft launch, there has been some market research and beta testing of the product/service, key messages have been crafted, and a go-to-market plan has been developed. The soft launch stage is really designed for any bugs to be worked out of the product, or tweaks to be made in the sales and marketing side of the house.
Once a decision has been made to fully launch a product, service, or business into the market, there are a few key marketing elements that should be in place prior to the launch:
- Go-to-market strategy - who needs what you're offering, why do they need it, what differentiates you from others with similar offerings, how will you deliver it, and what will be the pricing, packaging, and promotion methods used?
- Launch plan - What is the timing for taking your offering to market? What specific methodologies will be used to introduce it to the market? A solid launch plan covers more than just marketing, but also incorporates sales and customer service. Public relations - including communication to employees, shareholders and the media - is usually a key component as well.
- Key messages - It is critical to communicate the value of your offering, and the best way to do this is to define the exact points you want to get across, so that they can be applied across all of your touchpoints with customers.
- Professional sales materials - Knowledge may be power, but image can have a serious impact on your business. The more professional your sales and marketing materials look, the more seriously you will be taken with your offering. And it's not just about graphics...those key messages need to be incorporated consistently in all of your materials, and the writing should communicate to the audience your pieces are designed to reach. A technical brochure will not "sell" a CEO on your product! Likewise, a business-oriented article will not hit home with your end-user decision maker as well as a "how-to" video or technical white paper.
In my 10+ years as a marketing and PR consultant, I have found that clients who will take the time to put in place the foundation they need for a solid communications program prior to launching a new product or service (or announcing a new business formed by a merger or acquisition) are the ones who have seen the greatest success in the market. By taking the time to do it right, they do it well...and reap the rewards accordingly.
If you need help in preparing for a product, service, or business launch, feel free to contact me at 832-372-4798 for a free initial consultation. A detailed list of services can be found at www.lindawisepr.com.
Friday, December 11, 2009
The Power of Personal Connection
I think some of you may wonder if I dropped off the face of the earth, with the time that has passed since my last blog entry. The truth is, I did take some time off this summer to go to Costa Rica to brush up on my Spanish and to shuttle my daughter around to various Vacation Bible Schools before she began kindergarten this fall. Then I was busy implementing my downstream energy client's PR program and getting them ready for their company rebranding, as they prepare to roll up their two service company brands under the one parent company brand of Quest Integrity Group. Look for a new Web site coming soon, compliments of my friends over at Griffin Creative and Captavi who have partnered up to help Quest roll out the Web portion of their communication strategy.
...But getting back to the point of this blog entry: personal connection. Back in January, I predicted that the social media "experiment" would continue through this year and that 2009 would determine whether this new way of marketing would live or die. I think everyone can agree at this point that it's here to stay. When I worked on Gittings' social media strategy six months ago, I could never have imagined just how important their Facebook presence would become. As I serve on the Board of InfraGard here in Houston, Twitter has become the predominant way to get critical information out to our members. And LinkedIn has become more than just a way to connect to other individuals in the business community for personal networking, but has become a collaborative communication hub for professional organizations such as The Houston Technology Center.
Why is social media so effective? It's because it is the one marketing methodology that finally does what we've been wanting to do for so long, and that is to join marketing with sales. It creates and fosters personal relationships, which ultimately is the core element that determines success in business-to-business marketing. Unlike in mass consumer marketing, where people buy brands from stores where they can find the best prices, B2B buyers buy from people where they have developed the best relationships. Yes, product is important and so is customer service, but personal connection is becoming just as critical.
An example of this is a story I heard the other day. A friend met the decision maker for her type of service at a marketing event and because the prospect was with a large, big-name company, she was bombarded by people talking to her about business. My friend decided that she would try a different approach and not talk to her about business at all. As it turned out, they had a conversation wherein they found they had some personal connections and commonalities, and the prospect decided she liked my friend and wanted to do business with her. In one or two conversations where a personal connection was made, my friend unseated her competition that had owned that major account for 15 years.
...But getting back to the point of this blog entry: personal connection. Back in January, I predicted that the social media "experiment" would continue through this year and that 2009 would determine whether this new way of marketing would live or die. I think everyone can agree at this point that it's here to stay. When I worked on Gittings' social media strategy six months ago, I could never have imagined just how important their Facebook presence would become. As I serve on the Board of InfraGard here in Houston, Twitter has become the predominant way to get critical information out to our members. And LinkedIn has become more than just a way to connect to other individuals in the business community for personal networking, but has become a collaborative communication hub for professional organizations such as The Houston Technology Center.
Why is social media so effective? It's because it is the one marketing methodology that finally does what we've been wanting to do for so long, and that is to join marketing with sales. It creates and fosters personal relationships, which ultimately is the core element that determines success in business-to-business marketing. Unlike in mass consumer marketing, where people buy brands from stores where they can find the best prices, B2B buyers buy from people where they have developed the best relationships. Yes, product is important and so is customer service, but personal connection is becoming just as critical.
An example of this is a story I heard the other day. A friend met the decision maker for her type of service at a marketing event and because the prospect was with a large, big-name company, she was bombarded by people talking to her about business. My friend decided that she would try a different approach and not talk to her about business at all. As it turned out, they had a conversation wherein they found they had some personal connections and commonalities, and the prospect decided she liked my friend and wanted to do business with her. In one or two conversations where a personal connection was made, my friend unseated her competition that had owned that major account for 15 years.
Likewise, I have known a number of people who have reconnected with long-lost friends and classmates through social media sites and ended up doing business together. I personally began working with a large account recently that I had been trying to get into for over six years, all because I had stayed connected with someone in my field over time who eventually ended up in a decision-making position at that firm.
So what does this mean to today's B2B marketing or public relations professional? Simply this: be out there, and be yourself. Don't leave it to your salespeople. Whether it is online through a social media outlet, or at your professional organizations, or even at the gym or your social club, strike up a conversation. You never know where it will lead.Tuesday, June 2, 2009
The High Cost & Huge Rewards of a Good PR Program
About six months ago, a graphic designer friend came to me with a new client opportunity. His client was an author and coach who had been in business a couple of years but really wanted to take it up a notch. I was intrigued, but after meeting with him, decided not to take on the account. The primary reason? Unrealistic expectations.
As anyone in the PR business can tell you, the number one reason businesses first think of using public relations as a promotional tool is "it's cheaper than advertising". While it may be true in one sense, in that you aren't paying for editorial space, an effective public relations program still requires investment.
So what kind of investment are we talking about? Well, let's just take this book author I mentioned. He said he had spent about $15,000 with a PR firm out of New York to promote his book and for that, he was able to land speaking slots on regional radio shows all across the country. Hmmm....not bad, I thought! But he was not satisfied. His program was so phenomenal, he said, that he should be able to get on the Oprah Winfrey show, something the New York PR firm had not been able to do in their three months on contract with him.
Although this potential client is the only person I have ever discussed Oprah with (after all, most of my B2B clients are far more interested in being featured in their industry trade journals than on a national talk show with a predominantly female consumer audience), my ears perked up last week when CNBC announced they would be hosting a special called "The Oprah Effect" in which they would highlight companies featured on Oprah and how they got there. Just about everyone knows that products endorsed by the talk show superstar end up with phenomenal sales (not to mention overall brand recognition), but what is the secret to getting on the show?
It really comes down to a core business value: investment. The companies featured on Oprah haven't just magically appeared there. A consultant featured on The Oprah Effect charges $500 per hour to advise clients on what to do to get on the show and grooms them on how to look good if they land a spot. But even she says "there are no guarantees". Several companies had been in business for quite some time and it wasn't until they generated a celebrity client base that they were noticed by Oprah. One company's PR person pitched the Oprah show for seven years - sending them huge boxes of product samples each time - before they finally were able to land a spot. And once they got on the show, they felt obliged to spend another $15,000 on 400+ samples for the staff and studio audience. The result? Over $1 million in sales in the following 30 days.
The folks who have had great success with public relations know that it involves more than just issuing a few press releases here and there. It takes time to build relationships and product familiarity with editors and show producers. It requires investment into packaging of media materials - including free products - to capture a journalist's attention. And it requires strategy and creativity to put together long-term campaigns that will work.
What value do you put on your PR programs? Are you investing what it takes to reap the greatest reward from them?
As anyone in the PR business can tell you, the number one reason businesses first think of using public relations as a promotional tool is "it's cheaper than advertising". While it may be true in one sense, in that you aren't paying for editorial space, an effective public relations program still requires investment.
So what kind of investment are we talking about? Well, let's just take this book author I mentioned. He said he had spent about $15,000 with a PR firm out of New York to promote his book and for that, he was able to land speaking slots on regional radio shows all across the country. Hmmm....not bad, I thought! But he was not satisfied. His program was so phenomenal, he said, that he should be able to get on the Oprah Winfrey show, something the New York PR firm had not been able to do in their three months on contract with him.
Although this potential client is the only person I have ever discussed Oprah with (after all, most of my B2B clients are far more interested in being featured in their industry trade journals than on a national talk show with a predominantly female consumer audience), my ears perked up last week when CNBC announced they would be hosting a special called "The Oprah Effect" in which they would highlight companies featured on Oprah and how they got there. Just about everyone knows that products endorsed by the talk show superstar end up with phenomenal sales (not to mention overall brand recognition), but what is the secret to getting on the show?
It really comes down to a core business value: investment. The companies featured on Oprah haven't just magically appeared there. A consultant featured on The Oprah Effect charges $500 per hour to advise clients on what to do to get on the show and grooms them on how to look good if they land a spot. But even she says "there are no guarantees". Several companies had been in business for quite some time and it wasn't until they generated a celebrity client base that they were noticed by Oprah. One company's PR person pitched the Oprah show for seven years - sending them huge boxes of product samples each time - before they finally were able to land a spot. And once they got on the show, they felt obliged to spend another $15,000 on 400+ samples for the staff and studio audience. The result? Over $1 million in sales in the following 30 days.
The folks who have had great success with public relations know that it involves more than just issuing a few press releases here and there. It takes time to build relationships and product familiarity with editors and show producers. It requires investment into packaging of media materials - including free products - to capture a journalist's attention. And it requires strategy and creativity to put together long-term campaigns that will work.
What value do you put on your PR programs? Are you investing what it takes to reap the greatest reward from them?
Monday, May 4, 2009
Fuzzy Slippers Work Great for Natural Disasters
Nine months ago, as I was preparing to leave my position as vice president of sales & marketing for an information security software company, I took one of my sales managers to meet a prospective client. When I explained to the prospect that I was leaving the company to start my own consulting firm, my sales manager (not knowing I had already secured office space) piped up,"Yeah, she just wants to work in her bathrobe and fuzzy slippers!" Knowing that he would have never made such as comment about a male boss, I was infuriated at his disrespectful remark and quickly corrected the facts with the prospect.
My initial reaction to such a remark was anger and indigation. However, once I was away from the company of that individual, busy building my new firm and happy serving a handful of satisfied clients, I pretty much forgot about the remark...after all, that person's opinion was really irrelevant.
Today, I developed a new appreciation for what my former subordinate said. If I could see him today, I might even thank him for his insight! You see, his comment was made ahead of Hurricane Ike, Swine Flu and the "great flood" that deluged my northwest Houston neighborhood last week.
Immediately after Hurricane Ike, when the city of Houston came to a virtual standstill in the wake of its severely damaged infrastructure, I was able to keep working...from home, in my "fuzzy slippers". As a result, I got a client immediate news coverage for their assistance during the storm.
During last week's severe thunderstorms, I was unable to leave my neighborhood due to high water on all of the major thoroughfares surrounding me. While others made 2-hour attempts to drive to their offices, only to be forced to return home, I was able to continue working on a placed article for an oil and gas industry publication that will position my client as a technology leader in its field...all written in the comfort of my "fuzzy slippers".
Today, I was driving my daughter to preschool and noticed there was not a single car in our neighborhood elementary school parking lot. Sure enough, they had been closed due to a student contracting the H1N1 (Swine Flu) virus. I thought about all of the parents struggling to find care for their children, who are being kept home for two weeks, and what would happen to their jobs if they were unable to get to their workplaces. I then realized just how lucky I really am. Yes, I have an office, but I don't have to be there every day. I have the luxury...yes, the privilege...of occasionally working in my "fuzzy slippers"! It works great for me, and great for my clients. I don't need to go to an office to make things happen; my "office" is wherever I am, and for times like these, that makes a lot of sense!
Gen. 50:20
My initial reaction to such a remark was anger and indigation. However, once I was away from the company of that individual, busy building my new firm and happy serving a handful of satisfied clients, I pretty much forgot about the remark...after all, that person's opinion was really irrelevant.
Today, I developed a new appreciation for what my former subordinate said. If I could see him today, I might even thank him for his insight! You see, his comment was made ahead of Hurricane Ike, Swine Flu and the "great flood" that deluged my northwest Houston neighborhood last week.
Immediately after Hurricane Ike, when the city of Houston came to a virtual standstill in the wake of its severely damaged infrastructure, I was able to keep working...from home, in my "fuzzy slippers". As a result, I got a client immediate news coverage for their assistance during the storm.
During last week's severe thunderstorms, I was unable to leave my neighborhood due to high water on all of the major thoroughfares surrounding me. While others made 2-hour attempts to drive to their offices, only to be forced to return home, I was able to continue working on a placed article for an oil and gas industry publication that will position my client as a technology leader in its field...all written in the comfort of my "fuzzy slippers".
Today, I was driving my daughter to preschool and noticed there was not a single car in our neighborhood elementary school parking lot. Sure enough, they had been closed due to a student contracting the H1N1 (Swine Flu) virus. I thought about all of the parents struggling to find care for their children, who are being kept home for two weeks, and what would happen to their jobs if they were unable to get to their workplaces. I then realized just how lucky I really am. Yes, I have an office, but I don't have to be there every day. I have the luxury...yes, the privilege...of occasionally working in my "fuzzy slippers"! It works great for me, and great for my clients. I don't need to go to an office to make things happen; my "office" is wherever I am, and for times like these, that makes a lot of sense!
Gen. 50:20
Wednesday, February 25, 2009
A Time to Give Up, Give Back
As the Christian season of Lent begins today, I am struck by the variety of things people "give up" between now and Easter as part of their religious tradition. The most common seems to be chocolate, I guess because there are so many "chocoholics" out there.
As businesspeople, we often forget about one important item that can be sacrificed for the sake of others, during Lent or throughout the year: our time.
I was honored recently to be elected to the Board of Directors for InfraGard, an organization run by Homeland Security and the FBI to help protect the U.S. infrastructure. I have also taken responsibility for managing communications for my church and am the publicity coordinator for the Food Allergy & Anaphylaxis Network's annual fundraising event.
As these volunteer positions have started to take shape, it has really sunk in just how much of my time I have committed, which will take away from either my work week or my personal time outside the office. Nevertheless, I have deemed them important enough to "give up" my time for, in order to "give back" to institutions who make a real difference in the lives of others.
As you reflect on your life and your business, are there skills you can offer the community around you? During this economy, non-profits are hurting for resources more than ever. You may not be able to help them financially, but the gift of your time may still make a significant impact. Think about it: what can you "give up" this year to "give back" to a worthy cause?
As businesspeople, we often forget about one important item that can be sacrificed for the sake of others, during Lent or throughout the year: our time.
I was honored recently to be elected to the Board of Directors for InfraGard, an organization run by Homeland Security and the FBI to help protect the U.S. infrastructure. I have also taken responsibility for managing communications for my church and am the publicity coordinator for the Food Allergy & Anaphylaxis Network's annual fundraising event.
As these volunteer positions have started to take shape, it has really sunk in just how much of my time I have committed, which will take away from either my work week or my personal time outside the office. Nevertheless, I have deemed them important enough to "give up" my time for, in order to "give back" to institutions who make a real difference in the lives of others.
As you reflect on your life and your business, are there skills you can offer the community around you? During this economy, non-profits are hurting for resources more than ever. You may not be able to help them financially, but the gift of your time may still make a significant impact. Think about it: what can you "give up" this year to "give back" to a worthy cause?
Sunday, February 8, 2009
Cool New Web Presentation Tool
It is always a challenge working with smaller companies and start-ups who need some serious marketing muscle but have very limited budgets. As most of my clients are in the technology industry, Webinars have become industry standard, and yet to produce and distribute them can be quite costly. So you can imagine my glee when I ran across this new tool, which allows you to build a presentation with music and/or narration in PowerPoint and then easily distribute it across a number of different applications and devices. It even converts PPT files to movies so they can be uploaded to YouTube. It took me less than one minute to get this presentation onto my blog...need I say more? A big thumbs up for this new technology player, AuthorSTREAM!
Uploaded on authorSTREAM by DaveGrewal
Uploaded on authorSTREAM by DaveGrewal
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