Posts Tagged ‘PR’
Wednesday, April 25th, 2012
We shopped in Walmart last week. An older employee tried to help us find an item. After meeting him and checking out, we discussed that despite Walmart’s critics, the company is a place some senior citizens find work. And almost everything we purchased cost less than at our regular grocery stores. At that moment, I recalled a former co-worker, a TV producer, who did not approve of me shopping at Walmart no matter how much money I explained I saved.
The day after our Walmart visit, The New York Times published an article with the headline “Vast Mexico Bribery Case Hushed Up by Wal-Mart After Top-Level Struggle.” A sub-headline read “Confronted with evidence of widespread corruption in Mexico, top Wal-Mart executives focused more on damage control than on rooting out wrongdoing, an examination by The New York Times found.” The article includes interviews and documentation accusing Walmart de Mexico of paying bribes to obtain construction permits.
The Times says it:
- Conducted hours of interviews
- Reviewed thousands of government documents
- Read internal notes, emails and reports
The New York Times attributes more than 20 quotes to a Walmart spokesperson. One is “We are deeply concerned by these allegations and are working aggressively to determine what happened.” Some of the spokesperson’s statements are specific to this case. Other quotes remind me of similar statements I would receive from agencies or companies when I was an investigative reporter.
As of Wednesday morning, more than 900 people left comments under the article. Some comments slammed Walmart. Others pointed out Walmart is creating jobs and selling products for less.
The article inspired Reuters to write separate articles on the future of Walmart executives, bribes in general in Mexico and how hedge-fund managers might react to the allegations. Reuters also reports two congressmen sent letters to Walmart, requesting a meeting. A blog from The Wall Street Journal compared the allegations to past cases.
What we liked about Walmart’s media relations:
- A company spokesperson communicated with The New York Times. You may not give the company credit for this, but some companies, to our amazement, still offer no response whatsoever to journalists.
- In its website’s “Press Room,” the company included a statement responding to The New York Times article. http://www.walmartstores.com/pressroom/news/10879.aspx Some companies never mention controversies in their pressrooms.
- The Press Room included an updated statement three days later, discussing action the company is taking.
- The company allows readers to download the statements in English and Spanish.
- Walmart posted YouTube videos with a spokesperson’s response.
- The videos are a good length. They are not too long to discourage viewers from watching. They are long enough to make the company’s key points.
- As of Wednesday morning, the first YouTube video included more than 8000 views. Tell your subscribers your side of the story. Make them your advocates.
- On Twitter, A Tweet “promoted” by Walmart stated “RE: The NYT Article, we’re deeply concerned by the allegations and are working aggressively to determine what happened.”
What we didn’t like:
- Most of the videos simply repeat the adjoining statements. The videos serve a purpose for people who will not read the statements. But simply reading much of the statement on video can be counterproductive to relaying a heartfelt concern about the allegations.
- I’d prefer the videos showcase a different Walmart executive than its spokesperson. That would have added more credibility to the videos.
- In the YouTube videos, I would not leave the spokesperson on camera the entire time. I would cover some of the video with images of Walmart and its employees. These images would help re-enforce some of the positive messages the company is trying to relay about its efforts and point-of-view.
- On Walmart’s Facebook page, a New Jersey man posted a link to the article. The man’s comment began “Stay awesome, Walmart” and went on to call The New York Times copy editor stubborn for including a hyphen in “Wal-mart.” Under a post about healthy-looking skin, Walmart addressed someone’s comment by writing: “We are deeply concerned by these allegations and are working aggressively to determine what happened. We have shared a video and our statement here:” However, we’d like to see Walmart address the situation more prominently on Facebook. Most of Walmart’s Facebook Fans likely support their stores. The followers might be the company’s best brand ambassadors.
- Walmart’s spokesperson points out the allegations are more than six years old. I don’t find this technique very effective. To me, people still seem interested in allegations decades old if those allegations strike a chord. Any company could argue its culture and executives have changed, but these details and nuances don’t seem to impact impressions.
- Here is one of the spokesperson’s comments: “The investigation is ongoing and we don’t have a full explanation of what happened. It would be inappropriate for us to comment further on the specific allegations until we have finished the investigation.” As a broadcast journalist, I heard a variation of this statement as often as any other. While the statement may be true to some extent, my impression is this is typically a PR pro’s favorite line to prevent giving out more details if any at all. You can always deliver this statement to a specific question, but my opinion is delivering these words in a generic sense simply generates cynicism among the journalists and customers following the story.
Tags: AZ, broadcast journalist, crisis communications, damage control, investigative reporter, journalists, media, Media Relations, Mexico, news, PR, PR pro, PR pros, press, reporter, reuters, spokesperson, The New York Times, tv producer, video, walmart, walmart executives, YouTube
Posted in Media Relations, Media Training, Public Relations, Video | No Comments »
Tuesday, April 24th, 2012
- Listening to the motivational speech during the morning editorial meeting about how crucial ratings is this time around.
- Watching promos that are better than the special reports themselves.
- Brainstorming sessions to find the best alliteration for a graphic.
- News directors exiting their offices an hour before a newscast, standing over a producer’s shoulder, “suggesting” changes to the lineup that no one else understands.
- Team coverage every day!
- The manager who believes yelling and screaming at us proves something to her superiors.
- Screaming from the corner office when the show’s first live shot goes to black.
- The excitement of watching in depth reports we slapped together just days earlier.
- Wondering how certain people were on vacation when the memo insisted no one gets a day off.
- The warm feeling knowing that winning ratings due to my hard work means all that extra money will flow directly into my paycheck.
- Watching the most redonkulous stories humans can think up and listening to an anchor indicate with a straight face that this stuff is important.
Tags: anchor, local news, media, Media Relations, news, news director, newscast, PR, producer, sweeps
Posted in Media Relations | 3 Comments »
Monday, April 23rd, 2012
I grew up in South Florida and cheer for the Miami Marlins. I haven’t met another Marlins fan here in Arizona. Friends mock the Marlins’ low attendance in the past. I clarify we fans are an exclusive club and only allow in a certain number of people.
The Marlins this baseball season started by pitching lights out in terms of publicity. The team constructed a new stadium, hired new players, changed its name and brought aboard a World Series-winning manager named Ozzie Guillen. Ozzie then made remarks about Fidel Castro leading to demonstrations, his apology and a five-game suspension.
When I conduct media training and the client’s concern is crisis communications, I often infer people at the table are maneuvering on how to contain a brewing fire in the short term. Perhaps a certain event is approaching and the client hopes to endure mostly intact. Perhaps the idea is “If we can only get through these few weeks, the hoopla will blow over.”
When Ozzie returned from his suspension, his Fish swept the Cubs and reports indicated no big protests outside the stadium. But I sense from afar Ozzie and the Marlins are only a strike away from losing further on this controversy. Some fans will never forgive Ozzie. What if ownership sees a steady drop in turnout and revenue? What if sponsors walk off the field?
Ozzie and the Marlins, to steal another baseball cliché, must stay ahead of the pitch. They simply can’t assume they got out of a jam because furious voices calmed down and the sports media discovered new headlines somewhere else. The team must go the distance with this crisis communications and play a long-term game plan. Ozzie must stay humble and remorseful. He must continue to reach out to the community he deeply offended. He should outdo anticipations and continue to make efforts to make this right even when journalists are not calling and protestors are not calling for his job. This is the wrong time to play by the old PR rules, which are say nothing unless asked or forced to.
Crisis communications is not simply taking action when your team is losing in the bottom of the ninth. Crisis communications also is about building a solid, well-conditioned lineup that prevents future jams from repeating themselves.
Tags: Arizona, baseball, communication, crisis communications, cubs, fidel castro, journalist, journalists, media, media training, miami marlins, ozzie guillen, pitch, PR, publicity, South Florida, sports media, world series
Posted in Media Relations, Media Training | No Comments »
Sunday, April 22nd, 2012
As we walked our dog Molly and darkness quickly settled in, a shadowy figure galloped toward us, its feet “clip clopping” against the cement. A dog, I figured, escaped from his leash. But as the shadow approached, the little light remaining revealed this was no happy-go-lucky pup on a joy run. This was a pig, none other than what we know as the modern javelina. It was too late to escape. We prepared for hand to hoof combat. But with seconds to spare, the javelina adjusted course, scurried across the street as if deciding he was in no mood to tangle. He or she disappeared into the desert and we returned home after yet another sidewalk adventure.
During our next walk, I armed myself with an aluminum cylinder, refusing to surrender Scottsdale’s sidewalks to disgruntled pigs. We also took a lesson from Will Smith’s character in the film “I Am Legend.” His character set an alarm on his wristwatch, notifying him night soon approached and reminding him to swiftly return home before zombies began to stroll the streets. I set a smart phone alarm, alerting us to start our walk earlier than before. This time, we encountered only a rabbit and large lizard. This time, the javelina did not disguise itself as a dog as part of a devious plan.
- Don’t Lose Control Of The Message: Javelinas lost control of messaging long ago. They owned the desert first. Humans built houses on their homeland. They earned the right to “clip clop” wherever their heavy hooves so choose. Instead of holding a grudge, they learned to co-exist with humans. But we approach them with fear, carrying weapons as if these creatures are neighborhood intruders. We compare them to Hollywood zombies. Businesses and politicians: Don’t allow the media and opponents to define your existence. Focus on your key messages. Answer critics with your positives. You are a javelina, the hometown hero and compromising friend willing to reach across the aisle or change with the times.
- Tell Your Story: You are not a stinky, ugly pig who bites when cornered. You are a family man or woman. In fact, people often see you about town taking leisurely walks with your spouse and children. While others hide behind walls and garage doors, you enjoy wandering the community, meeting strangers, even those who greet you with skepticism and aluminum cylinders. You also believe in discipline, following the rules and setting a strong example. When people see you stroll, the family is single file, the youngsters showing respect and learning from their elders up front. And family is important, so people should not blame you for confidently galloping toward them now and then to protect those precious loved ones. This is your home. You are willing to compromise. Family, community and discipline are important values. If people call you a pig, explain you are an important one, a leader of your kind. You are beautiful. And you smell great. Say it proudly: “I am javelina.”
Tags: Hollywood, javelina, media, media training, PR, Scottsdale, will smith
Posted in Media Relations, Media Training | No Comments »
Thursday, April 19th, 2012
- Pick up the phone: My phone rang. I didn’t recognize the number and considered ignoring it. Was another financial expert calling to persuade me to allow him to manage my money after talking to him for only three minutes? I picked up the phone. A reporter was calling. He wanted to talk to people who were inspired to start their own businesses by the economy.
- Make time: The journalist called as I was walking out the door. I could have explained I was busy. I didn’t. Cell phones have a cool feature: They allow you to continue calls without a wire staying connected to the wall. Cell phones have speakerphones. You can drive somewhere, with caution, while continuing a conversation. My phone’s battery was running low. I could have told the journalist to call back. I didn’t. I gave him a new number to call. His battery was low, too, and he needed to call back in about 20 minutes. When I called people for interviews when I reported on TV, individuals and big companies gave me countless excuses on why they couldn’t talk to me. (My favorite excuse was how bringing a camera in their store would disrupt customers.) Make yourself available. If people told me they didn’t have time to talk to me for a news story, I moved on to the next business to interview. I was on a deadline. I didn’t have time to wait and make myself convenient for someone’s schedule. If you want media attention, re-arrange your schedule. Do some quick thinking. Don’t miss an opportunity.
- Leave the shampoo in your hair: When the reporter called back later, I was in the shower, my hair full of shampoo. I turned off the water, left the shampoo in my hair and wiped the suds away from my forehead so they didn’t drip into my eyes or onto the cell phone while I tried to put together coherent sentences. I didn’t tell the reporter to call back. He was on a deadline.
- Be open: I didn’t fully enjoy my last two years as a TV reporter. The environment and the job were no longer for me. I didn’t sugarcoat this. Anyone can draw a pretty picture. PR pros and CEOs shoveled a lot of BS my way when I asked questions. Be transparent on why you made the decisions you made. Being honest makes you real. Being real makes you more interesting.
- Be personable: Some people are very guarded when talking to bloggers or journalists. They sound more like robots than humans. Be personable. I talked to this journalist about his family. We discussed issues important to us. We talked about journalism. I learned he once lived in the same city as Loren. I found out he once lived near where I grew up. Again, be real.
- Don’t ignore small media: The journalist may have interviewed me for a story so small, readers may need a magnifying glass. I don’t care. When I was a TV journalist, I sometimes covered great stories I found in smaller publications. You may see a story yourself the first time on the network news or written by the Associated Press, but sometimes those reports were first covered by journalists in smaller markets. And small blogs, publications or media outlets all have loyal readers, viewers and listeners. You’re not too big for small media … even if your hair is full of shampoo.
Tags: Associated Press, bloggers, blogs, ceo, interview, journalism, journalist, journalists, media, media training, news, news story, PR, PR pro, PR pros, press, reporter, tv reporter
Posted in Media Relations, Media Training, Public Relations | No Comments »
Wednesday, April 18th, 2012
When I joined The Flip Side, I imagined shooting video to promote businesses externally. Loren then opened my eyes to The Flip Side of the story: Companies also should use video to better communicate internally. I quickly recognized the value of internal video. In the corporate world, I witnessed countless examples of poor communication between management and employees. Managers couldn’t think outside of sliding memos into mailboxes. And they often composed the memos as if they were drill sergeants with a pen in hand instead of a weapon.
We share our videos on online, but you won’t watch many of them. Companies hire us to shoot internal video, for example, to improve communication with young employees who don’t always take time to read group emails. Businesses ask us to shoot high-quality video to inspire staff to take part in company programs. Some companies want video of employee testimonials sharing a new internal approach to achieving success.
Here are several ways to use video to enhance your intranet, improve employee communications and share your corporate story with your chief advocates: your staff. Remember: Videos should be interesting, entertaining, engaging, lively, well-produced and easy to find.
- Company directives
- Compliance and regulatory issues
- Training
- Boosting morale
- Highlighting specific employees and departments
- Encouraging employees to volunteer
- Company events
- Company meetings
- Sales kick-off meetings
- CEO speeches
- Video newsletters
- Company values
- Benefits and compensation
- How-to videos
- Attracting investors
Tags: Benefits, ceo, communication, company values, compensation, employee communication, employee communications, employee testimonials, intranet, management, morale, news, PR, speech, speeches, video
Posted in HR Communications, Internal Communications, Video | No Comments »
Tuesday, April 17th, 2012
A former co-worker called me “The King Of Props.” I often used props in my live shots. I sometimes scored. The live shot turned out well. The prop made it interesting. People complimented me. Other times, I broke the rule about moderation, forced myself to use a prop, turning it more into a distraction.
I recently watched a national news correspondent hold up a prop. Correspondents don’t often use props. I imagine some correspondents feel at their level, using a prop might appear unprofessional. The problem in this particular case: The reporter seemed uncomfortable holding a prop. He reminded me of a bad dancer trying to pull off the latest moves on the dance floor. Something looked unnatural.
I recommend businesses use props when appearing for the media. Using props helps engage an audience. Since I graduated from college, people in broadcast journalism stressed engaging live shots and encouraged young reporters to walk and talk. In reality, few TV reporters do it regularly. So whether someone is interviewing you live or on tape, using props often separates you from others. You’re being different. The key: Be natural. I watch reporters hold up props and remind me of the Tin Man from The Wizard Of Oz. They act robotic as if needing someone to spritz them with oil. Some people are so focused on looking good and speaking perfectly when with the media, holding a prop throws them off balance. Be comfortable or the prop backfires.
The first step is simply holding or pointing to a prop. The next step is using a prop that actually does something in the true sense of show and tell. Push a button and something happens. Pull the prop apart and reveal something inside. Put pen to paper and demonstrate something.
You can always find reasons not to try. Push the prop envelope. Try it. And that’s coming from the King Of Props.
Tags: broadcast journalist, correspondents, interview, journalist, media, national news, news, news correspondent, PR, props, reporter, reporters, tin man, tv reporter, wizard of oz
Posted in Media Relations, Media Training, Video | No Comments »
Thursday, April 12th, 2012
My Business, a bi-monthly magazine for the National Federation of Independent Business, quoted Loren in its April/May edition. Read this article called “Wrap It Up Turn Your Wheels Into A Billboard.” After you click the link, scroll down to see the article. Check out our previous blog on this topic called “Public Relations: Don’t Be Loud, Obnoxious, Gross Blur.”
Tags: AZ, billboard, branding, communication, company car, content, marketing, national federation of independent business, NFIB, PR, Public Relations, vehicle wraps
Posted in Public Relations | No Comments »
Tuesday, April 10th, 2012
By age 15, Grandpa sold produce off a big, Chevy truck in Holyoke, Massachusetts. He climbed the stairs of tenements, carrying the orders of customers. His customers were regulars. He knew what they wanted. After dropping off deliveries, people sometimes asked, “Got any bananas?”
Grandpa started the business with his father. Grocery stores mostly sold canned goods. A milkman delivered milk and dairy. People bought other items at bakery and butcher shops. Grandpa sold produce all day, every day. Friday nights, he counted his money, all cash.
How great would it have been for me to help Grandpa with Facebook and Twitter in the 1920s, posting the future routes of his truck like drivers do today? He wouldn’t “get it,” so naturally I would have served as his social media strategist. How did his business survive without a Facebook Timeline?
Grandpa drove to customers’ homes, shouting out his arrival in courtyards. Shouting? Exchanging online posts with people who can’t even see you face-to-face is so much more civilized. How did he know if people liked him without the ability for people to “Like” him? No fan page, no easy way of sharing pictures of his Chevy, no call to action.
Without a social media strategist, who would pick out his Timeline’s cover art or update his LinkedIn profile? How did Grandpa start a conversation without 20 social media strategists on Twitter providing him daily tips? How did Grandma know where the heck he was without any way for him to update his status? For goodness sake, how did he build an audience without inviting email contacts?
We’re lucky we live in an age when humans finally found a better way to carry on conversations and conduct business.
Tags: an page, chevy truck, Facebook, fman, Grandpa. communication, grocery stores, Holyoke, LinkedIn, Massachusetts, media, media strategist, media strategists, milk1920s, PR, Social Media, Twitter
Posted in Social Media | 1 Comment »
Thursday, April 5th, 2012
At Cox Communications in Phoenix, I spoke to Better Business Bureau Accredited Businesses about “How to Increase Your Chances of Obtaining Media Coverage.” When businesses asked me their final questions toward the end of the seminar, one person stood, addressed the audience and recommended everyone forget everything I had said and simply hire me. I reassured the audience I had not made a prearranged agreement with the business to make that suggestion just before everyone left. But that’s not a bad idea! Ha!
Tags: bbb, Better Business Bureau, communication, cox communications, media, media coverage, Phoenix, PR
Posted in Media Relations, Media Training, Video | No Comments »