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?

The 2013 Calendar - where to hang your PR campaign hat

The illustration for the 2013 Calendar is by Kevin ("KAL") Kallaugher, The Economist's editorial cartoonistAll good public relations strategies look at the timing of campaigns. Just think about the planning needed by your local fine-dinning restaurant and jewelry store to prepare for valentines, or the toy manufacturer to plan for the holiday period.

And, it has been known, for brands without too much real news, to latch hold of an event on a calendar and milk it for all it is worth. 

So what can we look forward to in 2013? Well, with a little help from our calendar, and a recent article in the Economist, we present you options for the upcoming year:

JANUARY

• Ireland takes over the presidency of the European Union. Sláinte.
• Britain takes over the presidency of the G8 club of industrial powers. Cheers.
• London marks the 150th anniversary of the world’s first underground passenger railway, running through King’s Cross. Mind the gap.
• In Washington, DC, the US president is inaugurated, beginning his four-year term.

FEBRUARY

• South Africa hosts football’s 29th African Cup of Nations. ag man.
• New Orleans stages the 47th Super Bowl. Touchdown.
• Hollywood lays out the red carpet for the 85th Academy Awards.
• Chinese around the world welcome the Year of the Snake, associated with grace, intelligence and material gain. Say 'red envelope'.
• It’s carnival season, from Rio de Janeiro to Trinidad and Tobago. Woo Hooo!

MARCH

• Smile, please, on March 20th for the inaugural UN-sponsored International Happiness Day; and from March 27th at the Melbourne International Comedy Festival.
• China’s parliament holds its annual session, and formally appoints the country’s new president and prime minister.
• Kenya is due to hold presidential and parliamentary elections.
• Marbles-enthusiasts flock to the Greyhound pub in Tinsley Green, Sussex, for the 79th World Marbles Championships. Reall... marbles?
• Boston hosts the 44th World Irish Dancing Championships. It's actually a Feis.

APRIL

• Download “Happy Birthday to You”: Apple’s iTunes Store is ten years old.
• Ecuadoreans vote in the presidential run-off.
• The First Tech Challenge world championships take place in St Louis, featuring lots of robots.

MAY

• Finland and Sweden host the 77th World Ice Hockey Championships. Dive!
• America’s grandest horse race, the Kentucky Derby, takes place in Louisville; Europe’s biggest football game, the UEFA Champions League final, kicks off in London.
• The Indian film industry marks its centenary: the first full-length Indian feature film, “Raja Harishchandra”, was released in 1913.
• The Peking to Paris Motor Challenge begins. First organized in 1907, this is the fourth time the race for vintage and classic cars has been run.

JUNE

• Iran holds a presidential election.
• Cyclists begin three weeks of agony as the 100th Tour de France starts for the first time in Corsica.

JULY

• Croatia becomes the 28th member of the European Union; Lithuania takes over the EU’s presidency.
• Watch out for flying saucers on World UFO day; and for raging animals during the annual running of the bulls in Pamplona, Spain. Which is more strange?

AUGUST

• Fans of the King head to Memphis for Elvis Week. "Thank you, thank you very much".
• Arts-lovers, meanwhile, go to Edinburgh for its annual festival. Slàinte mhath.

SEPTEMBER

• Germans, Austrians and Norwegians vote.
• Artists and athletes from 86 (more or less) French-speaking countries gather in Nice for the Francophone games; the International Olympic Committee meets in Buenos Aires to announce the host of the 2020 summer games. Parlez-vous Français?
• Yachtsmen (and billionaires) compete in the 34th America’s Cup in San Francisco.
• The annual Mask Dance Festival is held in Andong, South Korea.
• Russia’s Vladimir Putin welcomes world leaders to St Petersburg for the G20 summit. Budem zdorovy.

OCTOBER

• Leaders from Spain, Portugal and Latin America meet in Panama for their annual summit, the Cumbre Iberoamericana.
• Azerbaijan holds a presidential election.
• British aristocrats take to the countryside for the start of the pheasant-shooting season.

NOVEMBER

• Mystery and conspiracy theories linger on as America marks the 50th anniversary of the assassination of President John Kennedy; Americans also mark the 150th anniversary of Abraham Lincoln’s Gettysburg Address.
• NASA hopes to launch the Mars Atmosphere and Volatile EvolutioN (Maven) spacecraft on its year-long journey to the red planet.
• More than 50 countries compete in the World Cheerleading Championships in Thailand. Book early for this one!
• Commonwealth heads of government gather in Sri Lanka for their biennial summit.

DECEMBER

• The latest deadline arrives for a high-speed rail link between France and Spain; construction of a much-delayed high-speed rail system in California is due to have started.
• The crossword puzzle is 100 years old.

If the list above doesn't work for your PR planning needs, then at the very least it should act as a pretty good vacation planning sheet to ensure you're in the right place at the right time. Enjoy!