filter by author: Amy Russ

Hope for the best; prepare for the worst.

It’s an age-old saying that applies to so many aspects of work and life, but perhaps there is no better fit than in the realm of event planning. Events have become a staple in the PR arsenal, and when used effectively, they can be an extremely valuable tool for driving awareness and visibility for a brand. They can create news hooks, provide strong media visuals and deliver opportunities for direct consumer engagement. Yet, large-scale events can also be a headache for PR professionals because of the multitude of factors beyond our control that can – and often do – go wrong.

Below are some tips for navigating the inherent challenges:

Prepare for the Worst – It probably goes without saying that preparation is everything when it comes to event planning. You not only need to have a laser-like focus on every detail of your event; you also need to plan for the unexpected. Ask any seasoned event planner and she will happily bombard you with war stories of unexpected hurdles she had to overcome – water main breaks, lightning strikes, road closures. The list goes on and on. Take the time to anticipate the types of things that could go wrong – the “what ifs” of your event. What if the event materials get lost in transit? What if the teleprompter doesn’t work? What if the headsets fail? By anticipating potential hurdles and creating solid back up plans, you will save yourself from significant frustration on event day.

Choose Your Team Wisely – Strong event planners are a treasured find because they possess a rare blend of obsessive attention to detail and the ability to be flexible and adaptable in the face of a rapidly changing event scenario. Those two skills are hard to come by in one person, so when you find someone capable of both, you’ve struck event-management gold. It is equally important that the members of your event team have the ability to stay calm under pressure and think quickly on their feet. These skills will be essential on event day when issues arise that need immediate, creative solutions.

Partner with the Right Vendors – They are more critical than you think. The right vendors can make or break your event, so take the time to fully research and evaluate your partners. In 2010, just days before a major consumer-facing client event in Times Square, I awoke to news of a terrorist’s car bombing attempt about one block from my event site. As Times Square shut down and the area was evacuated, my event security vendor came to the rescue. Thanks to security officials' deep connections to the NYPD, they were regularly briefed by law enforcement, arming them with the most accurate, up-to-the minute information on the crisis as it unfolded. This allowed me to make informed decisions about the upcoming event and put my client’s fears at ease.

Manage Expectations – For clients or internal executives that haven’t been involved in large-scale events, having an open, honest dialogue ahead of time is key. Prepare them for the types of potential challenges and last-minute hurdles that might crop up so they aren’t caught off guard if bumps in the road arise and plans need to shift. And, if you are fortunate enough to have an event that goes off without a hitch, your accomplishment will be even more impressive.

Hope for the Best – Once all the preparation has been done and every last detail has been checked off the list, it’s time to take a step back, breathe deeply and hope for the best. Event day is always full of challenges and surprises, so prepare your team to expect the unexpected and focus on staying ahead of issues as they pop up. Staying nimble is the name of the game.

With the right preparation, you and your team will be able to tackle the many challenges thrown your way and execute a successful and memorable event that delivers great visibility for your brand.

--Amy Russ, Vice President

Hanes’ decision to end its advertising campaign featuring Charlie Sheen, following the actor’s domestic violence charges, comes right on the heels of a flurry of other terminated celebrity partnerships stemming from the Tiger Woods scandal.

Given the recent spate of high-profile celebrity partnerships turned sour, many brand marketers are scrambling as they rethink their celebrity engagement strategies for 2010. But, before you hit the panic button, be sure to take a step back and carefully weigh the benefits and risks of celebrity engagement.

Celebrity spokespeople can be a powerful addition to a marketing communications strategy. Celebrities have strong influence with consumers and drive valuable media coverage and exposure for a brand. But there can be some risk involved. Keep in mind that celebrities are human beings – meaning they have plenty of flaws and are apt to make mistakes. While most celebrity partnerships go off without a hitch, those that don’t often end up splashed across news headlines, creating problems (and headaches) for brand marketers.

So what’s the best approach for maximizing value from a celebrity partnership while minimizing your risks?

• Do your homework – In addition to the basics of ensuring a celebrity partner is a good fit for your brand and your target audience, conduct a thorough background check to uncover any “skeletons” that may be hiding in his or her closet. If a celebrity has been tied to scandals in the past or has had previous run-ins with the law, be aware of the risk you are taking.
• Set clear parameters – When developing a contract with a celebrity, clearly outline your expectations and behaviors that will result in termination of the contract. Be sure to structure your contract in a way that gives you an out if the celebrity should engage in behavior that is not in keeping with your brand.
• Be prepared – Tiger Woods is a prime example that even celebrities with a squeaky clean image can be a risk, so prepare for the worst. Have a clearly defined action plan for handling a crisis involving your celebrity spokesperson. Determine in advance what key factors you will use in deciding your course of action. Be sure to identify the key decision makers and map out how you will communicate your decision. This will allow you to take swift action if the need should arise.
• Act quickly and decisively – In the hours following a scandal involving your celebrity partner, what you do – and don’t – say can have a significant impact on your brand. Hanes’ quick decision to pull its ad campaign sent a very clear message to consumers about its brand values to ensure the Hanes brand image stayed intact.

-- Amy Russ, Director

“I don’t know why anyone would pay for this when you can get it online for free.”

The comment snapped me out of my early morning haze as I was waiting in line outside a very busy Dunkin' Donuts over Labor Day weekend. The voice was coming from a fresh-faced young boy, no older than 11, who had set up a card table outside the coffee shop to sell newspapers to a captive audience of vacationers awaiting our much-needed jolt of caffeine. His words were aimed at a woman who was buying a copy of the Cape Cod Times from him. Seemingly embarrassed by the truth in the boy’s words, the woman mumbled something about not having Internet access at her vacation rental and then quickly got back in line. But his words hung heavily in the air.

At the ripe old age of 11, this young paper boy could easily see one of the fatal flaws of the newspaper industry. His words struck like a death knell for the failing industry.

Cartoon Credit: Houston Chronicle

Dogged by a tsunami of challenges, including an outdated model, the proliferation of the Internet and other news sources and rapidly dropping ad revenues and subscriber bases, the newspaper industry finds itself in the fight of its life.

As a PR practitioner, I have watched for quite some time the downward spiral of the newspaper industry. I have felt, first-hand, the impact of publications closing, short-staffed newsrooms and the loss of relationships with reporters who were casualties of downsizing. But my sense of loss seems to be even more personal than it is professional. As a bit of a news junkie, I admittedly get my daily fix of news from a wide cross-section of media – newspapers, TV, radio and online sites. Yet, I still cherish reading the print edition of the paper – mostly for reasons I can’t quite explain. Perhaps it’s the format and the ability to skim through entire sections, capture headlines and a few snippets of each article so you feel as though you are up to speed on the big stories of the day. Perhaps it’s the smell of the paper or the feel of the ink on your hands. Or, perhaps it’s that sense of accomplishment you feel when you’ve finished the last page.

I know I am not alone. There are many people, like me, who simply cannot fathom a time when we won’t have print papers. Yet, a recent Rasmussen survey published in US News & World Report indicates that many Americans are more apathetic to the change. Two-thirds of American adults (65%) think daily papers won’t exist in 10 years – and that number jumps to a whopping 83% when you ask a younger generation of 18- to 29-year-olds. Like the 11-year-old paper boy, future generations simply don’t see a need for the daily paper. Sadly, nearly a quarter of Americans (22%) say they “will miss nothing” about daily papers when they’re gone.

While the newspaper industry fights for survival and scrambles to find solutions, we must simply wait and see. In the meantime, I plan to focus on cherishing what little time I may have left with my daily paper.

-- Amy Russ, Director