5/3/2011
By the time President Obama’s press conference began Sunday evening, many of us who were still up had already received the news he planned to break about the death of Osama bin Laden. While word spread quickly via Twitter, other social media and news sites and even mobile texts, we waited anxiously for a delayed President Obama press conference that seemed would never come. I myself had become enthralled with an ESPN broadcast of the Mets vs. Phillies baseball game in which the game seemed to take a back seat to chants of USA and images of fans viewing their smart phones to confirm whispers they were hearing from their neighbors. When the press conference finally did begin, it was not lacking in drama and was full of powerful messages about the importance of the event. Yet it still seemed to serve as a supporting act for Twitter. And this is something that any publicist planning to break news in the future needs to account for. Ironically, the White House used Twitter as a tool to invite people to tune in to President Obama’s pending conference. In the end however, it was the conference that was used to amplify the messages that were initially spread on Twitter.
3/10/2011
There is no denying that Charlie Sheen’s recent media rampage has been startling. There also is no doubting that he has cast a media web so wide that most of us have been unable to avoid being caught up in it. And while his execution may not have been great - his use of media, especially social media, needs to be admired. In fact, Matthew Lynn writes in a recent Bloomberg opinion column that "he has given us a master class in modern media promotion." His record-breaking Twitter frenzy is a perfect example.The massive following he has built means that anytime he decides to go on another flurry, he can flex his Twitter muscle and avoid traditional media gatekeepers altogether. Madman or master promoter -maybe he’s both. But whatever you decide, chances are we will be watching or following his plight.
Visit www.novarropr.com to learn more about Novarro Public Relations & Marketing.
2/7/2011
In a year where Super Bowl ads were widely shared online before the game, some might say the Super Bowl advertising game has become anticlimactic. But even though many industry experts felt this year’s crop of ads missed the mark and few stood out, judging the winners and losers remains a favorite activity of viewers.
Ads from car makers and film studios dominated in terms of ad volume, but ads by PepsiCo (specifically the Doritos ads), CareerBuilder and the NFL stole the show in my den. Check out USA Today’s Ad Meter to see what other viewers thought.
12/11/2009
According to a recent article in Entrepreneur, 9 percent of all small businesses now wield Twitter accounts as public relations tools.
This great article as well as another recent piece in Inc. show that high-profile SMB media have in turn increased their focus on the topic as well. Both articles provide valuable tips and information on the "digital word-of-mouth" marketing phenomenon.
Visit www.novarropr.com to learn more about Novarro Public Relations & Marketing.
12/2/2009
Just as most PR experts predicted, Tiger Woods’ initial silence over his recent car accident has left him stuck in a sand trap trying to swing his way out. He missed a golden opportunity at the Chevron World Challenge’s kick-off to clear the air and start putting the incident behind him. And now he is forced into a defensive mode, responding to allegations and rumors. His statement today is a step in the right direction, but it comes too late to prevent the story from evolving over the next few days and possibly even weeks. The Tiger scenario proves once again that in today’s media environment if you snooze you lose. Staying in front of any potential PR crisis is critical to maintaining control of the situation. And more often than not we have learned that the public is more forgiving when their heroes and leaders come clean now rather than later.
Visit www.novarropr.com to learn more about Novarro Public Relations & Marketing.
9/16/2009
ABC News reporter Terry Moran’s controversial tweet of President Obama’s "off-the record" comments yesterday (on Kanye West and his behavior at the MTV Video Music Awards) created quite an uproar in the social media world. Yet while it raised more questions about what should be considered fair play when it comes to reporting within the world of social media, it left no doubt about Twitter’s power in shaping public opinion.
According to Trendrr, which tracks buzz on Twitter, there were nearly 300,000 tweets in the hour immediately following West’s outburst. Discussions surrounding the event continued on into the next morning and have dominated social and traditional media outlets. Despite West’s apologies, time will tell how this episode impacts West’s popularity.
Conversely, President Obama may actually benefit from Moran’s Twitter mishap. One poll shows (reported by an SFGate.com City Brights Blog) that nearly 90 percent of those surveyed agreed with President Obama about Kanye West. So, unlike West who has had to move quickly to fix his public image and respond to the social media outburst, the President ends up looking like a Twitter victim. And he clearly has the public’s support for showing his human emotions. For the record, that is worth tweeting about.
9/11/2009
Health care reform, Jeter’s quest for Yankee immortality, Michael Jackson tributes – every headline takes a backseat to 911. Today is about remembrance.
4/22/2009
Founded by U.S. Senator Gaylord Nelson in 1970 as an environmental teach-in, Earth Day is celebrated in many countries every year. While Earth Day is designed to inspire us to do right by mother earth and appreciate the splendor of the earth’s environment, it also continues to be a very useful PR moment in time. Despite the fact that "green" marketing has become a part of our everyday communications vernacular, April 22 is still one day out of the year that the media expects to hear about good "green" stories. And if the PR moment is good enough for the President – who this morning used the occasion of Earth Day to declare a "new era of energy exploration in America" and argue that his proposal would help both the economy and the environment – it should be good enough for your company.(http://www.chicagotribune.com/news/chi-ap-us-obama-earthday,0,3717254.story).
Here are five quick tips for getting Earth Day coverage:
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Make April 22 the target date for launching new eco-friendly products.
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Sponsor an event that benefits the earth or community. A tree planting, a dedication of a new preserve, or an employee environmental service day are just a few examples. Use social media outlets like Twitter, Facebook and You Tube to help spread the word and generate excitement about the event.
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Announce a companywide recycling initiative or a new "green" office policy.
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Introduce a new environmental partnership. For instance, Evite and BRAVO sent out a promotion today announcing the two companies will donate $1 to the National Audubon Society for each invitation sent from Evite’s BRAVO celebrity collection.
- Offer helpful suggestions for being "green" – from greening the office and home to eating in a more eco-friendly way.
Visit www.novarropr.com to learn more about Novarro Public Relations & Marketing.
3/23/2009
As Congress and the rest of Washington play the blame game with regard to the latest corporate wrongdoing – the AIG executive bonus fiasco – the real issue is the continued lack of corporate common sense when it comes to everything from organizational bonuses to perks and incentives. In spite of all the bad press surrounding such activities, does it surprise anyone that Citigroup, another recipient of government funds, plans to spend $10 million or so on new executive offices? (http://www.bloomberg.com/apps/news?pid=20601109&sid=a6s3AjDJAs_Y&refer=exclusive)
Even not-for-profits are getting into the act. The Gordon Heights fire district on Long Island is under fire for approving the use of district funds to buy a $1,019 bracelet for a commissioner and the spending of $20,600 on an installation dinner. http://www.newsday.com/news/printedition/longisland/ny-ligord206076082mar20,0,4875115.story. Amazingly, it seems to surprise these organizations that they are being called on these activities. Where is the common sense?
In today’s economic environment, every overindulgent bonus, perk or incentive that is being considered has to be classified as a smoldering issue waiting to be turned into a full-fledged public relations crisis. And the future ramifications of these actions – even if they are planned for as far as a year down the road – need to be carefully considered and re-considered when the time approaches to take action.
This doesn’t mean that companies should do away with perks and other small benefits entirely – especially for employees who are not at upper executive levels. According to a recent Wall Street Journal http://online.wsj.com/article/work_and_family.html article, to maintain already lean staffs, many companies actually are adding relatively inexpensive morale-boasting perks for the little guys. These perks include child-care centers, scholarships for employees’ kids, concierge services, expanded health care and massages. Yet, even with perks such as these, timing is everything. You obviously wouldn’t want to roll out a new slate of perks a week after announcing a new round of layoffs, especially if you are a high-profile public company. Even if spending on these perks is minimal, the potential negative public relations from these actions could outweigh the positive internal message.
So, today’s organizations simply have to be flexible and use common sense when it comes to planning for, and announcing, policies for dispensing perks, bonuses and incentives. To avoid being forced into a defensive mode or having to deal with a public relations nightmare should questionable policies become the subject of public scrutiny, companies need to establish a better offensive game plan now. And the framework for that plan needs to be built on common sense practices.
Doug Novarro, http://www.linkedin.com/in/dougnovarropr, is a 20-year PR veteran.
Visit www.novarropr.com to learn more about Novarro Public Relations & Marketing.
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3/9/2009
According to a 2008 Cone "Business in Social Media" Study ( http://www.coneinc.com/content1182), sixty percent of Americans use social media. And of those, 59 percent interact with companies on social media Web sites. When you consider that more than 100,000 non-profits, universities and religious organizations use Facebook, it is clear that many organizations are starting to get the message. From Twitter to YouTube to Facebook and the blogosphere, organizations with a cause are finding that becoming intimate with the world of Web 2.0 is a match made in cyberspace. If a cat can raise nearly $3,500 through Twitter in a little over three weeks (as New York Times writer David Pogue details in a recent blog post http://pogue.blogs.nytimes.com/), then a cause like bringing clean drinking water to communities across the globe is sure to create quite a stir. And as a matter of fact it did. An international fundraising event on behalf of charity:water (http://www.charitywater.org/) that took place in more than 200 cities around the world was sparked by word-of-mouth marketing via Twitter. The total raised from the Global Twestival, which brought Twitter communities together for the sole purpose of raising money, stood at $250,000 USD as of mid February 2009 – with confirmation from over 80 cities still pending.
What about Facebook? Funny you should ask. One very successful example is the O Campaign for Cancer Prevention. Created by a Harvard professor, it has already secured more than 4 million members and nearly $100,000 in funds. Here’s the best part. Starting a cause on Facebook is quite easy and a good way for organizations to dive into the social media phenomenon. Simply create your cause and start working your network. A successful cause initiative can sway public opinion and even critical stakeholders who can no longer afford not to pay attention to social networks.
Non-profits are turning to Facebook for more than raising money however. They are using Facebook to extend awareness about their entities, cultivate relationships and enlist supporters for their missions. Through forums such as Facebook and YouTube you can share videos, blogs and other information, while providing regular organizational updates.
While both Facebook and YouTube offers tips for creating pages and channels that reach constituents, just creating a page or channel doesn’t ensure you’ll build an instant network of followers. You’ll need to integrate all of your marketing efforts to help audiences find you. Link all your social media efforts – from blogs and YouTube channels to Facebook pages and Twitter accounts. Share these links with your constituents and target audiences whenever possible. Include links in email signatures, correspondence and other marketing efforts.
Leverage your human assets as well. Encourage employees, association partners and other stakeholders to follow your cause, enlist friends and communicate your mission within all their online communities. Let staff and affiliated partners know that Facebook is an integral part your organization’s communications strategy. Then, maintain an open line of communication with these groups about your Facebook-related organizational activities.
Keep in mind that like a Web site, social media profiles or channels require maintenance. So, if you want to build your following, it is imperative that you feed your networks fresh information or compelling content. And as with any media strategy, it is also critical that messaging remains consistent throughout all social media activities. Given the casual tone used in most social media, it is easy to lose sight of big-picture positioning. Tailor messages to meet the specific audience to which you are communicating, but make sure the essence of the organization’s brand does not get lost somewhere in cyberspace.
Don’t waste anymore time testing the water. Dive right in and get viral!
Visit www.novarropr.com to learn more about Novarro Public Relations & Marketing.
2/23/2009
The results are in from the 81st annual Academy Awards® and there weren’t many surprises. Slumdog Millionaire rode a positive wave of publicity and came away the big winner. How can you make your company a big winner around Oscar® time?
While the Oscars® are obviously a major public relations moment for the movie industry, companies from other industries also can benefit. Whether your company is a major brand or one on the rise, using the occasion of super-hyped events like the Super Bowl and the Academy Awards to create publicity opportunities is a good strategy. Next year’s Oscars will be here again before you know it and you should start making plans months in advance. Here are a few simple tips for making the Oscars a winning publicity moment for your organization.
“Research for Ink” Offers a Branding
Opportunity
Everyone loves movies and the media loves a good poll. Each Oscar ceremony is a piece of movie history, so a poll among your target audience about historical movie characters that can easily be associated with your brand is an award-winning strategy. The results of these types of polls, which provide great filler material for the media, become even more appealing as the big event draws closer. Most importantly, the results can garner broad media pickup.
One example of a well-branded pre-Oscar study came from Chivas Regal® 25. The scotch whisky brand asked
U.S. men from across the country to reflect on their cinematic heroes for the past 25 years. The survey, conducted by Harris Interactive® on behalf of Chivas Regal, polled over 1,100
U.S. adult men. The recently announced results revealed Russell Crowe’s Maximus from the film Gladiator as the American male’s number one Academy Award®-nominated hero. Second and third place honors went to portrayals of real-life characters. Tom Hanks’ depiction of Jim Lovell in Apollo 13 took second place and Julia Roberts’ Erin Brockovich was ranked third.
Participation in a Gift Lounge Builds Buzz
Celebrity gift lounges provide a great way to create buzz about your product while also putting it in the hands of influential celebrities. Product marketers of a variety of items, from upscale fragrances to electronic toys and even gourmet foods such as olive oil, can join in the Oscar hype with participation in this kind of event. Ways to publicize involvement include a pre-event press release and well-placed post-event snapshots of celebrities with your products in the gift lounge.
For instance, GAEA Products S.A., a leading producer of authentic Greek Mediterranean food products, announced in advance of the event that its bottles of environmentally-friendly GAEA Extra Virgin Olive Oils were in the WOW! Creations Oscar Lifestyle Lounge and in the celebrity gift bags. Chicago-based Dry Greening™ leveraged the fact that its reusable dry cleaning garment bag was selected as the official "swag bag" for the 10th Annual Billboard Magazine/Children Uniting Nations Oscar After-Party at the Beverly Hilton Hotel. The company pointed out that it was the first time ever that a dry cleaning accessory was being featured in the gifting lounge at one of the premier after parties for the Academy Awards.
Launch a Campaign That Celebrates Your Own Success
"You like me, you really like me," Sally Field exclaimed in accepting her 1985 Oscar. The Oscars are the ideal time to prove your product or company is truly appreciated. Hyundai launched a major national advertising campaign on Oscar Night® with eight total spots airing on ABC’s telecast. One of the messages the car company communicated was its "2009 North American Car of the Year" award garnered by the Hyundai Genesis. Hyundai also debuted a new 60-second corporate spot highlighting the history of the company and its commitment to the
U.S. market.
"We have so many great stories to tell that we couldn’t miss the opportunity to speak to the huge national audience drawn to the Academy Awards," said Joel Ewanick, vice president, Marketing, Hyundai Motor America in a press release about the company’s advertising plans. "On a night when the entertainment industry gathers to celebrate its success, we want to honor Hyundai with an assortment of ads highlighting our own accomplishments."
In addition to the ads, Hyundai made sure to use a complementary PR effort to create interest in the ads and reinforce its positive messages. In a difficult economy where the struggles of car makers have been so widely publicized, the Academy Award-moment offered Hyundai a chance to tell an Oscar-like success story.
Doug Novarro is a 20-year PR veteran http://www.linkedin.com/in/dougnovarropr.
Visit www.novarropr.com to learn more about Novarro Public Relations & Marketing.
2/17/2009
A-Rod, the most discussed baseball player on the planet, held a press conference this afternoon to address his use of performance-enhancing drugs during the years of 2001 through 2003. The supposed goal of the conference was to clear the air completely so he and his Yankee teammates could get on with spring training and the business of playing baseball.
Some might argue that other than the introduction of a nameless, mysterious cousin who helped A-Rod obtain and administer the substances during the aforementioned period, there was very little new information revealed at the very controlled press conference. So overall, how did A-Rod and the Yankees handle this important media opportunity? Here is a quick analysis:
Negatives
- A-Rod read carefully from a prepared statement and gave the impression he had little input in developing the content.
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A-Rod admittedly was nervous and his poor posture and minimal eye contact with the media did little to build on his performance for the cameras.
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He was often evasive in answering questions and because the Yankee staff did not allow follow-up questions, the conference did little to close the door on the issue.
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The introduction of A-Rod’s mystery cousin gave the media a new trail to follow.
- A-Rod’s vague recollection of the substances he used and their impact—and his incomplete answers related to why he continued taking these substances given he couldn’t confirm they were actually helping him—did little to remove the media cloud that will continue to hang over him.
Positives
A-Rod stuck to his messages and prepared script:
- He announced he is aligning with the Taylor Hooton Foundation, which is dedicated to abolishing performance enhancing drugs through evaluation, education and elimination.
- He proclaimed this event in his life happened for a much bigger reason and it will give him a forum for communicating the negatives associated with steroid use.
- He reinforced he “screwed up big time” and has much work to be done to regain the trust and respect of his teammates, peers and the fans—but he is committed to doing just that.
Press Conference Grade for A-Rod: Incomplete.
A-Rod seems ready to put this behind him and he seems serious about helping in the education process with regard to performance-enhancing drugs. However, too many questions were left unanswered. Only time will tell, but if the goal was indeed to put this issue to rest among the media, the final grade for the press conference might ultimately end up being an “F."
Doug Novarro is a 20-year PR veteran. Visit www.novarropr.com to learn more about Novarro Public Relations & Marketing.
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