We love storytelling. But some clients want to tell their story in a short, sweet and simple video. Here’s an example.
http://www.youtube.com/watch?v=jsAyNxEzHLs
Posts Tagged ‘Phoenix Public Relations’
Social Media: Is Twitter Scooping Live TV?
Thursday, October 13th, 2011
I rarely listen carefully to traffic reports on TV or on the radio. This is not a reflection on traffic reporters. I’ve met some very nice traffic reporters in person and via social media. But I often assume the road is clear by the time I hear a traffic report on the air. I came to this conclusion after often hearing about big back-ups to then encounter only a fast-moving freeway. One exception is when state department of transportation cameras catch long lines of vehicles and brake lights and news stations broadcast those pictures live.
Social media changes traffic reporting. A Channel 3 reporter here in the Phoenix area Tweeted about a dust storm and a huge, interstate pile-up. Friends of mine driving into town were headed directly toward the dust storm and the pile-up. I quickly called my friends, clicked on Google Maps and re-routed them. I then replied to the reporter with two Tweets.
“Thank you. I just re-routed friends around the area due to your Tweet.”
“I’m on Google Maps now directing them to 79. Thank you. RT @(reporter) @keithyaskin great! ADOT recommending route 79…sounds awful.”
My friends later called back. After successfully taking a road around the closed highway, they now headed into Phoenix and worried about the dust storm. Were they about to drive into it? Should they pull over? At that moment, I noticed a Channel 15 TV anchor Tweeted about the storm.
“We will keep you updated on this dust storm and the injuries all afternoon. #GetHomeSafe #ABC15 @ 3, 4, 5, and 6pm!”
I wasn’t waiting for the top of the hour. Turning on the TV didn’t cross my mind. I asked her for information now … in real time.
“@(TVanchor) What direction is the dust storm headed?”
She Tweeted back with information. I called my friends and explained they were OK to keep driving into town.
My Tweets later led to a Twitter conversation about using social media and Google Maps to help people with directions compared to the day of unfolding paper maps, stopping at gas stations and finding pay phones.
I haven’t even mentioned yet how reporters also Tweeted pictures of the dust storm. How social media has changed the way I receive and react to news! Producers use to send me to a scene to go “live” because that’s what separated TV from print: We were immediate. What is more immediate than reporting live from the scene? Social media often is. Social media doesn’t wait for a crew to drive to a scene, raise the mast, tune in a live shot and then wait for the station to put a reporter on the air.
I’m not saying turn the channel in terms of where you digest your news. I know people who DVR the evening news and still enjoy the feel of a newspaper in their hands. But journalists and especially newsroom managers can’t consider social media a footnote, a sideshow or simply a spot to post links to last night’s news. Otherwise those managers will place themselves in a position they dread: playing catch-up. And sometimes their newscasts will be playing catch-up to their own reporters, who Tweeted the information long before the clock ticked to the top of the hour.
Media Training: Don’t Let Famous People Fumble
Monday, October 10th, 2011
Keith conducts media training.
Is it a bad publicist? Is it bad media training? Or is it simply all of the above? Many of us dream of the fame and fortune that only a few achieve. And one of the wonders of the entertainment world is when a star inexplicably opens his or her mouth and puts at least some of it at risk within minutes.
The latest controversy involves Hank Williams Jr. ESPN pulled his famous long-running musical introduction to Monday Night Football after he made controversial comments about President Obama. Comedian Gilbert Godfrey got an earful earlier this year after Tweeting jokes about the Japan earthquake. How does this happen?
We conduct media training and make it clear what not to say. We stress the importance of reflecting your brand. In fact we recently wrote a blog about our own decision not to air a compelling video, which includes plenty of cursing. That’s just not who we are. Before making that decision, we discussed it in detail. Yes, we had a conversation. Can you believe it? That seems genius when you look back and listen to people pop on national television and pop off at the mouth. When celebrities go off script and give interviews, isn’t there someone to review the talking points? Isn’t there somebody who explains where to draw the line? Hasn’t a media trainer run these people through mock interviews and put them to the test?
When we conduct media training for executives, our biggest concern is they will say something slightly off message or struggle with a tough question. We assume it’s unnecessary for us to remind them not to make references to Hitler or make insensitive jokes about people struggling with a horrible natural disaster. We assume they won’t have a slip-of-the-tongue and make a sexual joke on national television about a former vice presidential candidate. I guess when our business hits the big time and Hollywood’s A-list starts asking us for media training or public relations, I better put together a thick packet covering every possible horrendous scenario.
My best guess is some celebrities are on top and live in their protected bubble for so long, surrounded by a bunch of yes people, they forget that the controversial comments they share with their friends aren’t always for the public. Maybe they lose track of reality. We all have free speech. Say what you want, but sometimes, like it or not, free speech comes with consequences.
What surprises me is that the people who prepare (or do not prepare) these celebrities for interviews don’t see the train wreck coming. They must hear some of these off-color comments behind the scenes. Are they too afraid to speak up or are they being ignored? The spin meisters always seem to show up after the fact to corral the crisis. But why weren’t they there to prevent it in the first place?
If one of my clients went on TV and a journalist made him look like an idiot, part of that would be my fault. It’s my job to research who’s conducting the interview. It’s my job to prepare these clients for the curve balls. And if my client ends up singing the blues and loses his job, then I lose, too. You can be yourself without talking to the TV like you talk to your best friend. If you can’t figure that out, just shut up or stick to the script.
Public Relations: The Man With The Bulletproof Brand
Thursday, October 6th, 2011
My iPhone's screen shot from apple.com
CEOs aren’t always lovable creatures. While some excel at business, they seem lost making genuine, human connections. Some are corporate drones with the personality of a plug. They certainly wouldn’t make themselves the face of the company. They’ve got people to do that.
Every one of my experiences with Apple wasn’t perfect. Friends and I laughed how some Apple Store employees had sunk so deeply into the company’s culture, you wondered who programmed them. But most of our conversations focused on the products. And although society often searches hard to find the flaws in genius, ultimately many of us raced to buy Apple’s innovative tools even if the old ones still shined. We shared numerous stories of how those employees with the Star Trek-like placards hanging around their necks most often found easy solutions when a problem plagued a product. How many other companies make returning an item feel more like writing a novel?
I still remember someone handing me my first Mac after I waited in line for it in college. I often sat before that computer, typing another paper or playing another game. I still sit in front of a Mac. I carry my iPhone more than my wallet. And watch a child’s eyes light up while learning on an iPad. I have caught so many of those precious, family moments in pictures or video because someone invented a device that fits in our pocket and captures life with the push of a button or two.
I didn’t know Steve Jobs. I never talked with him behind closed doors or got to know the man off camera. But he is one of the few people I can point to who changed the way we conduct our lives on a daily basis. And he achieved it with color and creativity. He made technology both fun and practical. He built a nearly bulletproof brand that easily withstands missteps.
Some CEOs only make the news for being devious. But Steve Jobs publicly showed not all bosses are built that way and that wearing jeans during big presentations is OK. I probably never fully appreciated the way he touched technology until he passed and I realized, in amazement, that he shows himself in nearly ever turn with toys and software that begin with the letter i. I didn’t know the man. But I respect how he changed the world and the way he went about it. He was a CEO whose company seemed more defined by its magic than its money.
Subscribe via email to our blog, join us on Facebook & follow us on Twitter.
Public Relations: Is Apple Too Good For Its Own Good?
Wednesday, October 5th, 2011
I was fully aware Apple planned an announcement Tuesday about its latest iPhone version. Rumors were circling for months. Bloggers were competing to report the latest tidbit to slip out of Apple headquarters. People even ranked the quality of rumors. Others analyzed words from Al Gore that indicated he somehow knew the world could expect not one but two new versions of the iPhone. When the big moment arrived, I imagined the wires and circuits of Twitter sparking with the overload of people offering play-by-play. Techies national and local were Tweeting each important revelation while also describing the mood of a crowd on the edge of their seats.
For the most part, Apple has perfected the art of getting the world to join the conversation about its new products. The buzz emanating from its brand is so strong, most advocates forgive any bumps in the road for Apple. And before its big announcements, Apple says little to spark the electricity. The PR machine fuels itself. But did the machine sputter a bit this time because Apple is too good for its own good?
Experts were so persuaded Apple was going to announce a so-called iPhone 5 that when one didn’t fall from the tech tree, people on Twitter still used the term “iPhone5″ to refer to the day’s events. Let it go people! Apple announced big advancements to its latest iPhone, dubbed iPhone4S. The new old phone is so tricked out, about the only thing it doesn’t do is help you out in bed. And I bet if I looked hard enough, I would find an app for that. Yes, many folks discussed the new, exciting features and focused on all the positives. But because of all the hype for an iPhone 5, you would think some fans just learned Apple unveiled two cans attached by a string.
On Twitter, The Huffington Post wrote “No iPhone 5. Will you survive?”
Slate Tweeted “Wow, the new #iPhone is incredibly disappointing.”
And someone I don’t know typed out “Wtf is a iPhone 4s? Might as well get a baby nokia wit a phat farm cover -___-” I’m not even sure I fully understand what that last one means.
Several people argue Apple should have simply called the phone an iPhone 5 and no one would have really known the difference. A friend of mine in the New York media tried to put the whole experience in context by Tweeting “What would the iPhone 5 have had that the 4S doesn’t? Bigger screen, NFC, 4G (?) I guess. But how much of the letdown is about the number?”
I’m reminded part of my job sometimes is to temper expectations for a client. “No, I probably can’t get you 100 new Facebook fans by the end of the week. That’s not important anyway.” Politicians who are poor debaters lower expectations so when they lose the war of words, they actually win in the public’s mind. The football coach whose team is favored by 100 points against the small college Northwest Arizona Tech State Community College tells the sports media how the opponent is really scrappy and “we can’t look past them” in an attempt to pretend the teams are on an even playing field.
Apple knew it wasn’t delivering an iPhone 5. It should have known how tech town and its suburbs were anticipating an iPhone 5 and had moved on to debating whether it would be able to deliver our groceries. Should Apple have lowered expectations? Should the company have leaked the information out? I imagine the iPhone 4s is fantastic. But highlighting its features is sort of playing defense when fans expected to score something else.
I don’t have the answer, at least not yet. Apple is in a branding, public relations category of its own. The answer will reveal itself over time. How will Apple’s stock perform? How will the new old phone sell? Will this open a door for competitors to seize some of the buzz by introducing their own, fantastic phones that will transport us to new dimensions and allow us to never leave home? We’ll see how the Apple grows or falls.
How would you have handled the situation before the big announcement? Can you share similar situations involving other events or companies?
Subscribe via email to our blog, join us on Facebook & follow us on Twitter.
Social Media: Rewriting How We Boost Book Sales
Monday, October 3rd, 2011
Social media changes the way we write, publish and sell books. Two clients hired us to run a social media campaign to promote their new book, due out by the end of the year. We’re excited about the plan we’re plotting out. But we’re always open to the newest and latest ideas. How would you publicize a new book through social media? What’s worked and not worked in the past? We’ll keep you posted on our progress as we move ahead with the next chapter.
Subscribe via email to our blog, join us on Facebook & follow us on Twitter.
HR Communications: Don’t Kill The Mood With Silence
Friday, September 30th, 2011
A corporation’s hiring manager does not return a phone call to a former colleague about a job opening after a lengthy discussion about it the month before. The applicant previously worked in a similar role at the company and left to be a stay-at-home mom. She knew the company inside out. In fact, she performed many of the job functions very well. She left on good terms. But in the end, her enthusiasm for this new job opening ultimately is met with silence from the hiring manager. The manager never follows up and a bridge is burned. The hiring manager forgot about how this lack of communication affects her company’s brand. Maybe she did not know how to handle the situation when she decided to hire someone else. But her lack of communication and follow up resulted in the company losing a long-time customer. This erased the applicant’s great experience as a former employee and brand enthusiast.
Silence is an informal mode of communication snuffing the life out of a customer’s experience. Not returning an email or phone call, even if it’s not a direct customer experience, impacts how people view your company and brand. Employees are the face of your brand and every interaction (or lack thereof) with the public makes a difference. Whenever people reach out to your company, whether by resume, voicemail, email, Facebook post or direct Tweet, they expect a response. Silence kills the buzz your marketing and communications teams work so hard to create.
Subscribe via email to our blog, join us on Facebook & follow us on Twitter.
Watch Your Back To Avoid Bad Video
Thursday, September 29th, 2011
A local TV station conducts a live interview with an airport representative regarding an upcoming, big announcement. The anchor asks question from the TV studio. The person answering is standing somewhere in the airport. I see portions of two signs that reference the airport, but I can’t quite make out the words. The most prominent sign in the background is “Paradise Bakery.” The big announcement is not about Paradise Bakery. The photographer should have composed the live shot differently. The airport representative should have ensured the photographer composed the shot differently.
A woman sends me a video soliciting business. She sits at a desk. To her left is a plastic container separating documents. To her right is a big printer. I don’t like desk interviews. I dislike them even more when papers and printers distract viewers’ attention.
I once composed what appeared to be a beautiful, outside interview for a client. Then I saw in the distance a big, orange container on the adjoining property. That container forced me to change the camera angle and rethink the whole shoot.
People worry about how they look on TV. They apply make-up and make special trips to the salon. All of that is for naught if your background distracts from your words. Sometimes clutter is the distraction. Sometimes a boring white or brick wall sinks the shoot.
Look over the person’s shoulder. Are people going to be watching that computer monitor’s bouncing screen saver? Is someone walking by now and then? Is there personal information posted on a bulletin board that someone will try to read? Does that window make you look like a silhouette? Why can viewers see that trash bin?
Your background is as important as your foreground. You don’t want people looking over your shoulder when you look into the camera.
Subscribe via email to our blog, join us on Facebook & follow us on Twitter.
Public Relations: When Employees Drive Your Brand Into The Ground
Tuesday, September 27th, 2011
A mother with two children in the backseat approaches a major intersection. The light turns yellow. Instead of immediately turning left, mom stops and decides to wait for a green arrow. While waiting, she sees in her rearview mirror that the driver behind her isn’t happy with her decision. He’s making hand gestures toward her. When the light turns green, mom turns left. The driver behind her catches up and while passing mom, raising his hand toward her.
Drivers in a hurry don’t surprise me. What surprises me are drivers like him, who make hand gestures toward others while driving a marked, company vehicle. I drove inside well-marked company vehicles for years. TV stations usually don’t miss an opportunity to cover any space with their logo or smiling anchors. Most people waved and smiled at the TV truck. But I was always very aware I was sitting inside a rolling billboard. When another driver expressed his discontent with us, I didn’t respond. Responding would make it too easy for the other driver to call the station and complain. Some of the people I drove with in company cars were not as reserved. They sometimes responded with passion. Perhaps the car logo instilled in them a sense of power. “We’re the media!”
I once aired a story about how few drivers obeyed a specific construction speed zone. One driver we caught on video driving faster than the posted speed limit was in a state transportation vehicle. Part of the story reported how even a state transportation worker didn’t obey the speed limit posted by his own employer, the state government. I interviewed a state public information officer, whose department helped promote the importance of going the speed limit especially in construction zones. My questions put him in an awkward position.
A mail truck once cut me off. I took a picture of it and posted it on Facebook and Twitter. I only explained the vehicle cut me off. I didn’t need to explain the irony or who owned the truck. The trucks emblems told the story.
Drive around a while. You’ll see company vehicles of all sorts speeding or radically switching lanes. Their type of business sometimes makes the scene ironic. I once interviewed a bus driver we shot video of speeding in a school speed zone.
I don’t think I’ve ever called one of those “How am I driving?” telephone numbers on the back of vehicles. I’m probably worried the company will take no action or, worse, fire the poor driver due to my phone call. These drivers frustrate me. But I don’t want to get someone fired.
The biggest story is these drivers don’t seem to understand they’re driving around a brand the moment they get behind a wheel. Their poor driving habits often reflect poorly on the company. When someone called the TV station about the way one of its employees acted on the road, I’m sure that person also shared with their friends “You’ll never believe how that Action6 Truck was driving. And then he flipped me off!”
Somehow companies should drive this branding message deeper into their drivers. “How am I driving?” stickers and vehicle numbers don’t seem to steer some of these drivers into better behavior. The streets make people so mad. Too many drivers don’t hit the brakes to think about their response. And the boss back in the air-conditioned, corner office might be paying the steepest price of all. Getting somewhere two minutes faster isn’t always worth the hours in business you might lose.
Subscribe via email to our blog, join us on Facebook & follow us on Twitter.
