filter by author: Cone

August 20, 2010 at 11:32 AM by Cone

Media relations is a powerful communications vehicle. Through reporting, journalists can help improve lives, expose corruption, create laughter and deliver breaking news. I enjoy working with journalists on stories that educate and engage consumers about our clients’ latest endeavors. But lately, I’ve been in the uncomfortable position of educating media about their inaccurate reporting of açaí (ah-sigh-ee).

 

The dark purple berry, harvested in the Amazon, has been the subject of weight-loss scams, lawsuits, inaccurate environmental sustainability claims and false health reports. Media and consumers seem fascinated and perhaps overwhelmed by information about açaí. Type the word açaí into Google and an infinite number of links will appear. Yet, many journalists and consumers remain unclear about its real benefits. Why?

• The U.S. doesn’t have labeling standards for açaí. Many companies do not disclose how much açaí vs. other fruit make up their product blends.
• Even if a product label reads “açaí juice” in big bold letters or is listed as the first ingredient in the nutrition panel, it does not mean açaí juice is the main ingredient or that the juice has not been filtered or watered down with the pulp removed (which contains many of the nutrients).
  

This confusion will begin to clear when Sambazon (client), the global leader in açaí, launches a new consumer awareness campaign: Real Deal Açaí.The campaign will expose the lack of transparency in labeling açaí products, urging consumers to learn about types and amounts of açaí in products and asking companies to be transparent about what their products actually contain. The campaign will include an informational hang tag, a webpage and a nutrition spokesperson.

 

If you find yourself having to educate media about your clients’ products or services, it might be a good idea to follow Sambazon’s example and create an awareness campaign. If media don’t understand your product, chances are your consumer audience probably won’t either.

--Maureen O’Connell, Senior Account Supervisor

Tags: food health clients campaigns mediarelations

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August 13, 2010 at 12:53 PM by Cone

A few weeks ago, I was fortunate to attend GasPedal’s Word of Mouth Supergenius conference in New York City. It’s nice on occasion to step away from my day-to-day work and just spend the day learning. The big win comes when I get energized and inspired to try new things that can make me a better professional. That’s what the day represented for me, and there are nuggets I took away that all professional communicators can learn from.

Word of mouth (WOM) is nothing new. In reality, it’s one of the oldest communication channels in existence. But, with the decline of some traditional channels and the emergence of social media, WOM is increasing in importance and perhaps now easier to spark and facilitate than ever before. One only has to consider recent phenomena such as Zappos’ customer service, the Old Spice guy and Dos Equis’ Most Interesting Man in the World.

 

 

It’s easy for most of us to spot successful WOM, but achieving it is another story. It reminds me in some ways of when I hear people talking about creating a “viral video.” It’s tough to do when you’re assuming you can guarantee something will go viral, which we all know isn’t possible. It’s the same with WOM – it takes time, a thoughtful approach and a pinch of luck. But that doesn’t mean we shouldn’t try because WOM can be a powerful weapon in our ever-evolving communications arsenal.

GasPedal presented the “5 Ts” of WOM campaigns:

1. Talkers - who will tell their friends about you?
2. Topics - what will they talk about?
3. Tools - how can you help the message travel?
4. Taking Part - how should you join the conversation?
5. Tracking - what are people saying about you?
   

For most people, it would be pretty easy to sit down for 30 minutes and figure out nos. 1, 3, 4 and 5. But no. 2 is the special sauce.

If you can’t give your stakeholders something interesting, fun, unique and surprising to talk about – no matter how well you do the other elements – you won’t get WOM. You need something they’ll remember, you need to tap into some kind of emotional connection and you need to make it easy for them to share. That topic could be something inherent to your business (hot doughnuts coming off the conveyor belt at Krispy Kreme, Swedish Meatballs at IKEA) or something you create (Jones Soda’s unusual holiday-themed flavors). Regardless, you need to take a step back and consider it.

So think about it. What will get people buzzing about your company or product? How can you get the power of WOM working for you?

--Marc Berliner, Vice President

Tags: wordofmouth bestpractices marketing

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August 6, 2010 at 11:12 AM by Cone

“Generation Z,” or children born between the years of 1994 and 2004, have likely never known life without the Internet, cell phones or YouTube. That makes them the most digitally connected generation ever. Although children aren’t permitted to register for an account on social networking sites such as Twitter, Youtube and Facebook until the age of 13, that’s not stopping them from embracing the digital age.

 

Social Media
Teens ages 13-17 make up 10 percent of total Facebook users, but let’s not discount those younger than 13 who are using social networking sites. Togetherville, also known as “Facebook for kids,” allows children 10 years and younger to play games, acquire virtual gifts and watch YouTube videos with their friends. The site requires parents to sign up their kids and even allows them to monitor their children’s use in real-time. A separate social network called Scuttlepad, or “Twitter for kids,” asserts that it lets children “tell your friends what you're doing (...just like the older kids do!).”

Brands seem to be taking notice of Generation Z’s online interests. Mattel recently launched the Barbie Video Girl, a toy that makes it easy for girls to create and edit their own video and post it on YouTube. They’re also asking consumers to follow them on Foursquare and Twitter as Barbie travels the US for a chance to win a Video Girl doll. Other YouTube channels, such as Sesame Street and Fred, have racked up thousands of views and prove that even pre-schoolers are familiar with social media.

Gaming & Web
Children are spending about 17 minutes per day playing online games – that includes even the tiniest of tykes. To meet the growing demand, toy company Fischer-Price offers a collection of educational games for infants, toddlers and pre-schoolers, while PBS’s Sid the Science Kid game teaches children all about antibodies, weather and vocabulary.

Going Mobile
In 2009, the average child was given his own cell phone at 9.7 years old; that’s actually down from 10.1 years in 2008. Children are spending this time sending thousands of text messages a month, playing pre-installed games, taking pictures and listening to music. And although Leapfrog’s “baby Blackberry” isn’t actually a phone, it certainly teaches tiny tots how to type on a Qwerty keyboard at a surprisingly young age.

Parents are Adapting, Too
It seems that parents are becoming more and more comfortable with their children being active in the digital space and are especially comfortable with it being used as an educational tool. In fact, according to the Kaiser Family Foundation, only three-in-10 children have restrictions on media use, and Retrevo.com reports that 31 percent of parents think children under nine are ready to own their first computer.

At this point, it seems there’s no turning back for Generation Z. Whether kids are addicted or just more social, it’s clear that they’re spending more and more time consuming digital media.

-- Christa Keizer, New Media Intern

Tags: tweens newmedia youth socialmedia mobile teens research

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July 30, 2010 at 3:26 PM by Cone

Remember how you felt about computers from the ‘80s or cell phones from the ‘90s? You thought of them as ground-breaking, big ideas. Eventually, us marketers will start to feel that way about the recent “Old Spice Guy” media stunt, too.

 

You all know the story by now. During the Super Bowl, the Old Spice Guy sprung to life via a very creative series of commercials by ad agency Wieden + Kennedy. They featured a sexy, charismatic character – along with great writing and execution – that got people talking. The commercials became so popular that the character has gone on to develop a huge following on YouTube, Reddit, Facebook and Twitter.

 

So what was the agency and brand team to do with a commercial character that obviously struck a pop culture nerve? They did a simple and brilliant thing – they took the traditional, advertising format of a static, network commercial and turned it on its head by giving the campaign the appearance of being tailored for the consumer and the moment. They did this by hiring actor Isaiah Mustafa for two days to directly respond, in character, to select consumer, media and celebrity social media requests through a series of “almost live” mini commercials. From one studio location, the commercials were written, shot, edited and distributed in almost real time, allowing the agency and brand team to break through the preverbal “third wall.” Alyssa Milano, Demi Moore and George Stephanopoulos took the bait, and the Old Spice Guy ran with it.

The results were enormous. Old Spice body products’ sales rose 107 percent during the past month, the brand’s YouTube channels were viewed by more than 58 million people and Isaiah just signed on to appear in a movie starring Jennifer Anniston. But the big question for marketers is, “Where do we go from here?” It will be difficult for other brands to replicate this execution exactly since the stars truly aligned for Old Spice. It had a great commercial concept, a pop culture-friendly character and a developed social media fan base that responded to him.

So take a cue from the Old Spice Guy. It’s important for brands to think about media convergence now. A brand directly communicating to consumers in real time is a practice that has been happening for a while and continues to evolve. However, the big challenge will be transforming traditional marketing platforms, such as television commercials, and making what the Old Spice Guy did in two days, happen every minute, every-day.

How brands and marketers will exactly meet this emerging consumer interest in a tailored, real-time approach depends not only on technology but how creatively we use it.

-- Mark Malinowski, Vice President

Tags: campaigns socialmedia advertising marketing

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June 25, 2010 at 1:31 PM by Cone

How can a brand stay alive, remain relevant and engage with its consumers? Those are the key questions for any mature brand. Not to be a “Debbie downer,” but 24/7 Wall St. regularly compiles a report of brands that are likely to disappear in the near future. The most recent list includes:

• Blockbuster
• BP
• Dollar Thrifty
• Kia Motors Corp.
• Merrill Lynch
• Moody’s
• RadioShack
• Reader’s Digest

Blockbuster is a perfect example of a company that is taking a hard look at its business model and trying to find ways to adapt. Gone are the days when friends or families made a trip to the movie store to walk through the aisles and pick out what they were going to watch. With the influx of services from On Demand, Netflix and Redbox, movies and entertainment are more readily available to consumers in extremely convenient places, and they are often much less expensive.

 

Another brand attempting to resurrect itself is Gourmet. After shuttering the print version in the fall of 2009, Condé Nast just announced the former magazine will rebrand itself as an iPad application called Gourmet Live. The free app is set to launch in the fourth quarter and will include new content along with some archival content from the magazine.

Executives clearly found value in the Gourmet brand and wanted to try and capitalize on it using a new medium. It is unfortunate, in my humble opinion, the rebranding was not announced in conjunction with the end of the print publication. It would have helped bring some positive news to the end of an era. Condé Nast’s hope is to create a new way to engage with consumers and not rehash the magazine online.

Making it onto the infamous you-will-disappear list is not always a brand’s fault. Some things are unavoidable and unexpected – like a down economy. However, the unpredictable nature of market conditions does reinforce the importance of being able to adapt and change with the times and the consumer. It’s not good enough to rest on your laurels and assume you will make it out on top. Brands needs to continue to communicate with consumers and innovate.

-- Jessica Lappen, Account Supervisor

Tags: branding planning economy

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June 18, 2010 at 10:55 AM by Cone

When brands look to enhance and extend the reach of their messages, they often turn to paid media tools. Whether for a product launch, company news, an event or a new campaign, audio news releases, radio or satellite media tours and b-roll distribution help PR professionals reach key target audiences. Although these tools are tried-and-true, over the years, they have evolved to include “new school” tools to account for the prevalence of online media:

 

• Blogger SMT: Similar to a traditional satellite media tour, this technique offers a spokesperson to bloggers during which an interview* is conducted live using a video conferencing technology such as Skype.
• Multi-Media News Release: This enhanced press release is a package* that combines a traditional release with photographs and video and is distributed to both on and offline media, in addition to video sharing websites.
• Online Videos: A more visual and creative way to tell a story, clients hope these videos* go “viral” and get picked up by online media nationwide.

But, by no means should old school techniques be considered obsolete. They can still be just as effective as newer options. It’s important to really understand who the target audience is and to look at all the tools offered to reach it in the most effective way.

--Jennifer Newberg, Senior Account Supervisor

*Cone client

Tags: PR blogs bestpractices newmedia mediarelations

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May 27, 2010 at 1:25 PM by Cone

When the average marriage only lasts eight years, Cone is lucky to celebrate 20 with a truly remarkable company. J. Barbour & Sons, Ltd., known worldwide for manufacturing fine British country outerwear, joined the Cone family of clients in 1990, and two decades later, the relationship is stronger than ever. This month, we surprised our client with a champagne toast. We shared many happy memories and best wishes for another 20 years together.

 

 

 

Tags: partnership clients cone

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May 7, 2010 at 2:08 PM by Cone

Toyotas and aspirin and lettuce! Oh my! These days, everywhere you look something else is being recalled. What is a company in crisis to do?

 

First, take a deep breath. Second, be glad you have a crisis preparedness plan in place.

 

You do have one, don’t you? You should. Mid-calamity is not the time to start developing one. Take advantage of today’s peace and quiet to prepare for tomorrow’s potential disaster.

 

And, be sure to consider the following when developing your company’s plan:

• Act quickly and take responsibility to “contain” the crisis.
• Your organizations will be on trial during the early stages of a crisis. If you wait for every last fact before taking action, you will be convicted in the “court of public opinion.” 
• Ensure your actions are consistent with your mission and values, and don’t forget to show empathy for what has happened.
• Organizations in crisis too often focus their communications on the minutiae of the crisis, event timelines, etc. and forget to share feelings (regret, sadness) about what has happened to critical audiences as a result of the crisis.
• Review your organization’s history to find prior damaging occurrences (similar past events, active litigation, etc.) that could be dredged up or leveraged for greater impact during the current crisis.
• Agree on how you’re going to address questions about this history, the impact it has on the current event or what it may suggest (i.e., the company did not sufficiently address a past problem).
• Use the media – traditional and new media – as information resources and communication vehicles.
• Both media and online resources can help organizations reach critical audiences quickly with a message about the crisis or can help correct damaging misinformation before it has any significant impact.
• Make time for media and online monitoring as well as monitoring for feedback from audiences with which you are communicating.
• Listen to what’s being said about your organization’s response to and communications about the crisis – this information may prompt valuable adjustments to communications strategy and messaging.

Tags: media newmedia crisis planning

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April 20, 2010 at 3:50 PM by Cone

The Food Channel recently released its take on the Top Ten Foods of the Decade:

1. Sushi
2. Bacon
3. Cupcakes
4. Sliders
5. Gourmet burgers made with kobe or angus beef
6. Superfruits, such as acaí, pomegranate and blueberry
7. Oils, such as olive oils and truffle oils
8. Whole grains
9. Artisan foods, particularly in breads, cheeses and dark chocolates
10. Coffees and teas

 

While there may be agreement, or disagreement, with the actual foods named, it’s hard to dispute the fact that it is intriguing to look back over the past 10 years and see all we’ve gone through in the world of food and nutrition. The top foods were influenced by many factors, from the economy to industry to the environment and consumer education. In fact, The Food Channel also identified its own Top Ten Food Influences of the Decade – a list that may be even more interesting than the foods themselves:

1. Organic foods, along with Locavore and community supported agriculture
2. International cuisines
3. Food TV and Internet
4. Food safety
5. The economy and subsequent shift to home cooking
6. Fast casual restaurant concepts
7. Fair trade and artisan concepts in bread, chocolates, cheeses
8. Mobility/social media/Twitter notifications/underground dining
9. Mixology
10. Culinary education
    

Overall, it’s been an interesting – if not monumental – decade in the world of food. The proliferation of media and communication tools in combination with, or resulting in, the increasingly sophisticated American palates have been fascinating to live – and eat – through. As marketing professionals, it’s been exciting to see how food has influenced our society and the food industry. And as dietitians and nutritionists it’s been thrilling to see how food continues to become more entrenched in our lives and personal health. The intersection of this societal impact and greater attention to our health and well-being is hopefully something that will continue to grow and evolve and have a positive effect.

Some trends flagged to be tops for 2010 include increased simplicity, dining in, limiting salt, increasing whole grains, new beverages and carbon footprints. Certainly, all of these trends, and more, are things we must monitor when communicating with consumers and the industry. I’m also curious to see how many will simply be a fleeting fad and how many will stand the test of time and be on the “Top Ten” list of the next decade.

 

What foods or food influences would be on your top 10 list?

--Peggy O’Shea-Kochenbach, Vice President

Tags: health wellness nutrition marketing trend food

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April 12, 2010 at 1:22 PM by Cone

As any 21^st century PR practitioner will tell you, social media communications has taken on a role of greater importance when developing a comprehensive communications plan for your organization. But remember, establishing a social media presence means opening yourself up to potential attacks, warranted or not, from consumers who want their voices to be heard. To prepare yourself for this eventuality, you must develop a sound social media strategy comprising a careful mix of fact finding, message creation and strategic communication.

 

The new reality of an always-online, hyper-connected world is that there has been a major shift in how we help companies communicate with consumers. Blogger engagement and Facebook and Twitter strategies are no longer “nice to haves.” They’re absolutes! Three years ago, our proactive efforts primarily involved developing comprehensive communications programs that helped clients demonstrate their business actions to a core group of loyal consumers. We were able to create focused programs and engagement tactics that could be shared with stakeholders and media by following a planned schedule. Although that process still underlies the foundation of any solid communications platform, today it is critical to supplement it with a strategic and deliberate social media communications plan with a broader consumer focus.

It is important to take your time when crafting your online and social media plan. The best communications plans are structured to be implemented in a moment’s notice. And when done poorly, they can seriously damage your reputation almost overnight. Years of solid thinking and reams of messaging can easily be overtaken by scrambled, reactive efforts - often against attacks waged by just a few individuals with limited knowledge on the topic they’re vilifying.

So, what to do, and what not to do? There are a few critical things that must happen, especially when dealing with a consumer crisis:

Do:

• Monitor, monitor, monitor. It’s not enough just to be there. You must know what’s happening in your social media space.
• Respond, respond, respond - and quickly. The vast majority of online attackers can be easily educated and quickly appeased, and in some cases, might even become surprising allies. Ignoring commentary is the quickest way to start a firestorm, and responding fast can literally stop it in its tracks.
• Have a few clear key messages to reference. Keep messages factual and as objective as possible. Engaging in an online attack is not the time to “market” to the attacker.
  

Don’t:

• Ignore the comments. You don’t have to respond to everything, but when you see an opportunity to set the record straight, do so, and fast.
• Respond with the same message over and over again. Online communication should be authentic and come from a personalized “voice.”
• Patronize or antagonize. Be polite and respectful, but remain strong and confident.
• Shut down your Facebook page or Twitter handle. That will move the conversation into forums you can’t easily control.
  

Online engagement is an exciting opportunity to have a person-to-person dialogue in real time. With a solid online and social media communications strategy in place, you will be prepared for anything that comes your way, and more often than not, will come out on top.

--Lisen Syp, Senior Account Supervisor

Tags: Twitter Facebook PR strategy bestpractices socialmedia crisis blogs

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April 2, 2010 at 2:55 PM by Cone

Anyone living in the Northeast during the last month knows it was a month of non-stop rain reaching unprecedented proportions. Two storms brought record amounts of rain and flooding within weeks of each other, dumping water that not only flooded basements but brought heart-breaking destruction to New England.

So how does this natural disaster bring to mind a public/private community relations case study? In my opinion, it does in the form of an unlikely community relations hero – The Boston Duck Tours Company.

 

The best public/private community relations efforts are exemplified when a company creatively uses its resources to help those around it versus solely throwing money at a particular situation. During the last two storms, the Boston Duck Tours Company did exactly that.

Iconic to Boston since they were introduced in 1994, the amphibious boats (first used in World War II) have long shuttled tourists and Bostonians through the historic streets of the city only to then plunge into the waters of the Charles River. They have become so synonymous with the city that even the Celtics rode the boats during their 2008 victory parade down Boylston Street.

So how did Duck Boats become the community hero during the storm of the century? As the waters were rising around homes, and the desperate request for help came from trapped area residents during both storms, the Boston Duck Tours Company answered the call-to-action and used its vehicles to reach and rescue trapped residents.

The simplicity and purity of this action by Boston Duck Tours Company is the gold standard of what the true meaning of “community relations” is all about. Making this action even more powerful, this small company did this for the right reason – to help the community that supports its business.

Spring is here, the weather is getting better and tourists are coming back to the city. Maybe it’s time to say thank you by taking a ride on the Boston Duck Tour!

 

--Mark Malinowski, Vice President

Tags: PR local communityrelations crisis

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March 26, 2010 at 10:29 AM by Cone

When it comes to embarking on a media relations campaign and generating valuable coverage, I’m still surprised at how many in our profession prioritize their efforts and approach. I don’t know many folks who don’t consider themselves, or aspire to be, STRATEGIC.

Why is it, then, that too often strategy ends up on the cutting room floor?

• Focused media lists evolve into list with 500 contacts
• Quality coverage is sacrificed for quantity
• Coverage in a “cool” outlet becomes more important than coverage in the right outlet
• Speed is valued above thoughtful research and knowledge of the outlet and reporter
• Desperation for any result defeats dogged determination to get the big win
  

Sound familiar? It’s almost always the result of setting unrealistic expectations about impressions and coverage volume – sometimes by the client, sometimes by the agency and sometimes by both. Regardless of the reasons, we all feel the pressure to deliver results.

Sure, the media environment has changed. Non-traditional media play a more significant role, true “beats” have largely disappeared and the competition for coverage is fiercer than ever. But the basic tenets remain the same:

• Identify the business objective
• Define your audience(s)
• Solidify the message(s)
• Determine the best venues for reaching those audiences
  

Perhaps most importantly, though, make sure everyone – the client, stakeholders and the agency team – is aligned on the expectations. Collaborate on what success looks like, create a plan that maps to that success and then faithfully execute it. But be flexible and adapt to the situation. If something isn’t working, don’t toss away the strategy and just throw a bunch of stuff up against the wall to see what sticks. Think about new and creative ways to reach your goals.

The bottom line is we all want to be valued partners and counselors to our clients. And that sometimes means having courageous conversations about strategy, activation and results.
It can be uncomfortable, but we owe it to ourselves and our clients to ask the tough questions – “What’s important to you, quantity or quality?” – and give the unpopular opinions – “Oprah just isn’t going to care about this story.” Remember, be respectful and provide a rationale. They may not agree, but at least they’ll respect you.

--Marc Berliner, Vice President

Tags: strategy mediarelations bestpractices

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February 26, 2010 at 9:25 AM by Cone

It’s safe to say many of the media’s most influential editors and reporters are based in major markets like New York, Los Angeles or Chicago. And, while brands can be successful communicating with these reporters via phone and email, there is nothing quite like a face-to-face meeting between a brand representative and a reporter to foster a fruitful relationship.

 

Brands can take several approaches to these meetings:

• Deskside Tours – a brand representative travels to the offices of several media outlets over the course of a day. Reporters often find these convenient because they don’t need to leave their offices and may even feel more comfortable sharing their thoughts about what your brand is presenting. But remember, deskside tours can be time consuming for the brand representative who has to get from place to place.
• Editor Events - editors gather in one location to hear an announcement from a brand. This format allows your brand representatives to speak to a variety of people in one location, but limits the amount of one-on-one interaction. It’s valuable if there are a lot of products to share (that don’t travel well) or if there is a spokesperson who has limited availability.
• Lunch Meetings. Of course, there are always good old fashion lunch meetings, coffee and drinks. This is encouraged when brands want to foster a deep relationship with a reporter – maybe they are offering him or her an exclusive – or if the reporter is a new contact and the brand would like to build a more personal rapport.

When planning for these meetings, here are a few things to think about:

• What type of media are you trying to reach? If it’s high-level business media, a CEO or senior level executive should be a part of the meetings. If it’s a lifestyle editor, an industry expert could be valuable.
• Is the reporter in high demand? If so, you may need to get creative with your meetings or events. If you are launching a nail polish, try offering her a manicure at the editor event, or if it’s a fashion product, consider planning a fashion show.
• What do you need to be prepared? For face-to-face meetings, it’s important to have any available press materials, key messages points, background information on the reporter and his or her recent stories. It is also helpful to develop sample Q&A, anticipating any tough questions the reporter may have. If your spokesperson is new to media interviews, he or she may require media training.

While a lot of planning often goes into face-to-face meetings, brands often experience positive results and find, in the long run, they’re well worth the effort. I know I have!

--Jennifer Newberg, Account Supervisor

Tags: bestpractices mediarelations event media

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February 19, 2010 at 4:32 PM by Cone

Customer service is more than just a 1-800 line or salesperson who helps you. As a marketer, I believe it is really about external brand communications and ultimately enhancing brand equity. Now more than ever, a small, isolated customer service incident can become a national PR disaster. For those companies who don’t make customer service a priority or handle situations the right way, it can cost them dearly.

 

It’s simple – failure to meet consumers’ expectations can damage brands. According to a recent study from Genesys, with research firm Greenfield Online and Datamonitor/Ovum analysts, U.S. companies lose an estimated $83 billion each year due to lost purchases and customers as a direct result of a poor experience. In fact, 71 percent of consumers have ended a relationship because of a poor customer service experience.

Consumers don’t want to feel like they are not being heard. These days, with the help of social media and other channels, consumers have a much bigger voice. This is something we saw with film director Kevin Smith and his recent Southwest Airlines flight experience. While Kevin has a slightly larger platform than most, he was still able to catapult his unpleasant flight experience to national news.

It is important for brands to set up the proper infrastructure to ensure communication is being trickled all the way down and to the right people. There is nothing worse than consumer-facing employees not being educated about programs or products that are heavily promoted through other disciplines (e.g., ads, POP, email newsletters). Some things to consider when developing a customer service strategy are:

• Ease of implementation
• Employee communications
• Pertinent information distribution across all appropriate channels
• Program-specific reactive responses
• Online conversation monitoring
• Direct-to-consumer communications, if appropriate

Brands should be willing to adapt to the times and be open to change. A plan that was well received for the last 25 years might still be outdated. At the end of the day, the ball is in the brands’ courts. If they choose to put emphasis on evaluating their customer service efforts, it may save them big in the end and win the hearts of consumers across the country.

-- Jessica Lappen, Account Supervisor

Tags: bestpractices branding planning research

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February 12, 2010 at 10:21 AM by Cone

Many watch the Olympics to see humans triumph over the greatest odds to achieve their Olympic dreams. And with the ubiquitous presence of social media in our society, no doubt many will follow these triumphs on their favorite new media channels. Or will they? Before the 2010 Olympic Winter Games even begin, there has been a cloud of confusion settling over the competition. Although it is predicted that more than 200 million plan to watch the games over the 17 day period, it seems they won’t have such luck online.

 

It turns out many Olympic athletes are confused as to whether they can share their experiences on blogs, Twitter or other social media sites. According to the International Olympic Committee, “athletes and other accredited people must keep their posts confined to their personal experiences… Only those persons accredited as media may act as journalists, reporters or in any other media capacity.” Athletes are also banned from blogging about sponsors or advertisers who aren’t official Olympic partners.

Poor communication about the dos and don’ts of blogging, and fear of breaking IOC rules, have left most athletes simply abandoning their blogs and Twitter pages. As such, the Committee has come under fire from many fans wanting to gain a first-hand perspective from their favorite athletes. Lindsey Vonn, one of America’s best chances to score a gold medal, told 35,000 Twitter fans she sadly has to refrain from tweeting until after the Games.

If the Committee had better communicated its guidelines prior to the Games, millions of people would have the opportunity to engage in the experiences and emotions athletes go through during this most elite athletic competition. Without a doubt, it would have added another meaningful layer of understanding about the extent of human endurance. After all, aren’t the Games just as much for the audience as they are for the athletes?

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: Twitter socialmedia blogs

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January 8, 2010 at 10:01 AM by Cone

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

Tags: partnership celebrity bestpractices crisis marketing

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January 4, 2010 at 12:14 PM by Cone

Few stories over the past months have gotten as much attention as the Tiger Woods saga. And as marketing and public relations professionals, it is worth taking a look at the way this story has spiraled from a one-car fender bender to worldwide scandal that will be measured in the hundreds of millions of dollars.

This story, more than most in recent memory, has precipitated a flurry of opinions and advice from public relations professionals on how things “should” have been done as the scandal began to take shape. Some say it would have been best for him to speak publicly and put the rumors to rest – the David Letterman approach. Others argue his silence has been valuable. Still, some say the media are infringing on a hurting family’s privacy and should only be interested in Tiger Woods as a golfer, not as a family man. But for those of us whose business isn’t what is happening in Tiger’s personal life, it is worthwhile to look at the impact this scandal has on Tiger Woods the brand.

 

Image Credit: Examiner

Tiger Woods isn’t “just a golfer.” For many, he’s essentially the public face of golf. And he certainly is the public face of many companies who have paid millions to see Tiger don their watches, consume their products or speak to the superiority of a company, with the expectation that both deliver high standards and superior performance. His sponsorships may be based on his athleticism, but they go beyond that. And at this point, his personal brand has been turned upside down, and ultimately, the financial impact of this scandal is a real one. Some say what he does on his own time is his own business, but it is a hard argument to make when his actions could do financial harm to those that have invested hundreds of millions in his image.

As sponsors continue to “evaluate” their sponsorship deals, it will be interesting to watch how much of an impact the personal side of an athlete who was celebrated for his sports’ achievements and not for his personal life will have. Recently, AT&T announced it, too, would drop Tiger Woods as a sponsor, following in the footsteps of Accenture, Tag Heuer and Gillette, who have ended or scaled back relations with Tiger.

 

In today’s content-obsessed media environment few things are secret – or sacred – and it is extremely difficult for a brand (whether a person or company) to control its reputation. Reputation and credibility can be stripped away in a matter of minutes not only because of a scandal, but also because of poor communication and management during the crisis. And many would argue this Tiger Woods story is a classic way not to handle a crisis.

 

-- Peggy O'Shea-Kochenbach, Vice President

Tags: celebrity crisis branding media

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December 11, 2009 at 10:22 AM by Cone

During the last few months, we’ve been bombarded by news coverage of purported PR “stunts” conducted by “regular folks” that have resulted in media firestorms. Whether it was the alleged White House party crashers or the Balloon Boy supposedly flying off into the great beyond, news organizations around the globe picked up these stories and ran with them. Although facing potential punishment for their actions, the people involved got what they ultimately wanted – the chance to become famous (or infamous) and a place in the popular culture Hall of Fame.

 

Aside from wondering how these folks actually pulled off their respective forays into the media spotlight, what is truly amazing is how quickly these stories became part of our daily lives. Now that the dust has settled a bit, we have to ask ourselves the burning question, “Why were we and the media so interested?” It seems a big part of the interest has to do with the human drama and eventual back-story tied to each stunt. As these bizarre dramas unfolded, we watched as larger-than-life stories about real people played out in real time, right in front of our eyes.

As a public relations professional, you have to wonder if there is anything to learn from all of this (aside from how far people will go to get their own reality show). It seems the big lesson is that if you surprise the media and media consumers while, at the same time, challenging societal norms (ideally somewhat tastefully and without breaking the law), you have a story that’s going to get an emotional reaction and make a big impact, good or bad. It’s the over-the-top element of surprise and the unexpected that drove these real-life human interest dramas to new heights of sensationalism. In short, they were as entertaining as any reality show or prime-time drama could ever be.

Like any good publicity stunt, it’s the element of surprise that gets the attention. Just don’t try to crash the White House or pretend that one of your family members is floating away in a make-shift balloon. It’s been done.

-- Mark Malinowski, Vice President

Tags: celebrity PR media

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December 10, 2009 at 1:51 PM by Cone

A recent blog post from cell phone analytics start-up Flurry suggested young consumers of Apple’s iPod touch would be future consumers of its iPhone later in life. “Apple is using the iPod touch to build loyalty with pre-teens and teens, even before they have their own phones (think: McDonalds' Happy Meal marketing strategy).” I didn’t get my first cell phone until my seventeenth birthday, and I considered myself to be on the cusp of the technological track. But if the assumptions are true, within the next five years, we will see a lot more tweens and teens using Apple’s high-tech mobile device.

 

Following in Apple’s footsteps, many companies are starting to realize teens are technologically savvier than older consumers. Sites like Mattel’s Everythinggirl.com and MyePets.com have created virtual online worlds that invite younger consumers to participate in interactive environments. And, in 2008, Disney Records, the online home for everything Hannah Montana and Jonas Brothers, led the list of Web video sites, with kids compromising more than 49 percent of its unique visitors.

But what does this increase in tech-literacy among American youth mean for marketers?

Teens are becoming a stronger force in online shopping and purchasing decisions and are extremely desirable marketing targets. In fact, the 2008 Global Habbo Youth Survey found 24 percent of teens are spending more than 15 hours a week online, and of those surveyed, 58 percent have made an online purchase and on average spend $46 per month – 26 percent spend $50 or more per month. Want more good news? Despite clothing, shoes, accessories and music ranking at the top of the list of online purchases, brand familiarity remains the driving force behind nearly 74 percent of all purchasing decisions among teens.

Maybe Flurry’s prediction is right. If younger consumers have purchasing control and if brand loyalty is achieved early in life, as in the case with Apple, perhaps we will begin seeing kids grabbing their lunch, kissing their parents goodbye and checking their Facebook app, all before catching the morning bus to school.

-- Emily Koruda, Fall 2009 Marketing Intern

Tags: socialmedia mobile teens tweens research

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December 4, 2009 at 10:52 AM by Cone

As I worked out at my gym the other day, keeping an eye on the bank of 12 TVs set to different channels, I was a bit taken by what I observed. Were the various stations reporting on the massacre of four police officers in Washington? Sure, a little bit. Was there coverage of retail spending leading up to the holidays, including the critical Black Friday and Cyber Monday milestones? Yes, in small doses. How about the military build-up in Afghanistan? There was a mention or two. But none of these stories were the main focus.

You’re thinking it must be something big, really big, right? Well, no, not really. The story dominating those TV sets was this: Tiger Woods won’t talk to the Florida Highway Patrol and he’s skipping his charity golf tournament this week. Really? Is that really important news – so important that stations were rolling out every analyst and expert they could find to talk about legal implications, image implications, relationship implications?

 

Keep in mind, this is a story that involves a single-car accident with minor injuries and no damage to or crime against other parties – unless you count that poor fire hydrant and tree. Granted, Tiger is one of the most famous people in the world. And, if as first reported, he was seriously injured, this is a pretty big story with some legs. Not to mention this story probably would have gone away by now if Tiger had done what most PR professionals would have counseled: get out in front of the story and address what happened. He didn’t, and we’ve become a celebrity and gossip-obsessed culture. The media believe this is what we want to see. So the story dominates the news.

 

The bottom line is that a story with very little news value or impact on our society is stealing the spotlight from big stories – stories that shed light on real issues, stories that impact us and people we know, stories that people need to hear.

What does this mean for PR practitioners and the clients we represent? Well, it just reinforces the importance of going to the media with something of value to them and their audience. We need to make news. A promotional, look-at-me sales pitch will rarely cut it, especially when we’re competing against the likes of Tiger.

Shouldn’t we expect more? Don’t we deserve more? I say we do. I want to see and read about the news that really matters.

-- Marc Berliner, Director

Tags: celebrity PR mediarelations media

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November 30, 2009 at 3:43 PM by Cone

I spent Thanksgiving weekend at my parents' house and a good part of Friday going through box after box of toys – my task being to “keep what you want and bring it to your own house, because the rest is getting tossed.”

 

While millions of people hit the malls to take advantage of Black Friday sales, I sorted toys and reminiscedabout holidays past and gifts received. One fond memory was the Christmas moment when I unwrapped my Cabbage Patch Kid (Olivia Bebe, according to her adoption certificate). For anyone not a child of the 80s, that doll (complete with Xavier Robert’s own signature) was the hot item to receive – hotter than the Alf doll or Teddy Ruxpin, or more recently, Tamagachi and Tickle Me Elmo.

 

Image Credit: flickr

 

I can remember eavesdropping on all the parents sharing, or bragging, how they were able to acquire this amazingly scarce toy…via office bribes, black market research and getting in line at the store rumored to have a shipment coming in 14 hours in advance. They waited in the dark, in the cold, a cold sandwich for dinner, sleeping bag on the sidewalk. Only five dolls when they rushed the door of the stock room, they elbowed somebody’s grandmother out of the way and only got their doll because the person in front of them fell.

 

But, the purpose of this post is not to shed light on this (crazy?) waste of time, energy and resources, but to look back on a time that came well before the Internet became Santa’s toy shop.

 

Today, however, Black Friday might as well be medieval compared to Cyber Monday (the Monday following Thanksgiving during which online sales reach yearly highs). Diligent workers, refreshed from their long weekend breaks spend the day back in the office not catching up on emails but…you didn’t hear it from me…shopping. In fact, Forrester Research reports online retail is thriving, with 8 percent growth expected this holiday season.

 

Savvy PR pros have embraced new media with gusto, and it is critical that we understand the power that word of mouth from a trusted blogger has on subscribers and a well-designed and frequently updated Facebook fan page has within a social network community. Most recently, we’re seeing the immense growth of personalities and brands on Twitter – making me really eager to learn how Twitter will impact holiday sales this year.

 

Maybe in the future, December 1, 2009,will actually be looked upon as the first “Twitter Tuesday.” This year I’d imagineforward-thinking retailers will certainly welcome Twitter-generated mobs by tweeting their sales and the new shipments of the hottest gadgets in real time. If I were in retail sales, I’d dedicate a good amount of time tweeting about the availability of my product, my sales and the timing of new shipments. I’d think about doing Twitter-specific promotions and rewarding my followers for passing my tweets along to their own network. I’d also reward my online and in-store partners for using Twitter to promote my product.

 

My prediction is that Cyber Monday has paved the way for Twitter Tuesday. It’s fascinating to imagine how different it would have been for my mom and dad to find my coveted Olivia Bebe had their smartphones been capable of accessing real-time tweets from the local toy store. The question is, are we advancing through new ways to communicate, or are we making our day-to-day lives more mercenary and robotic by leveraging these tools? Will my kids ever have the experience of waiting in line or hoping against hope they’ll get that one special item on their wish list or is everything really just one click away?

 

--Lisen Connery Syp, Account Supervisor

Tags: Twitter wordofmouth socialmedia

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November 19, 2009 at 12:10 PM by Cone

The following originally appeared in Cone’s inConetext quarterly newsletter. To read current or past issues, visit our Web site.

 

 

It’s the age-old question for retailers: "How can we break through the clutter and get noticed in a positive way during the busy holiday season?" That was the challenge presented to us more than two years ago by Game Crazy, a national specialty games retailer. To differentiate the brand from other video game retailers and expand its reach beyond "hard-core" gamers, we developed a video game-themed holiday survey that played off a major gift-giver concern – purchasing gifts kids won’t enjoy. We leveraged the increasing interest in video games among "casual gamers" to create a campaign that educated consumers and set up Game Crazy as the brand that would help make them gift-giving heroes during the holidays.

Now in its third year, campaign results continue to grow. USA Today has written about the program three years in a row, and each year dozens of local-market TV segments feature store and district managers talking about the survey and offering purchasing tips for holiday shoppers. The campaign is also covered by video game and retail writers from major-market dailies and blogs. Game Crazy has several large competitors with deep pockets, but the seasonal campaign ensures Game Crazy’s voice is heard during the holidays thanks to proprietary, branded information and practical advice that appeals to media and consumers.”

-- Marc Berliner, Director

Tags: branding mediarelations clients research

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November 16, 2009 at 12:31 PM by Cone

By now, most of us are familiar with the buzz-worthy KFC stunt at the United Nations in New York a few weeks ago. As part of KFC’s “Grilled Nation” campaign to support its new grilled chicken line, the chain has been lobbying the United Nations Secretary General asking that the “Nation” receive a seat at the U.N. table.

 

Image Credit: ZDNet.com

According to the tongue-in-cheek letter written by KFC President Roger Eaton:

“As Secretary-General, you have pledged to build a ‘stronger United Nations for a better world.’ We at KFC are confident that recognizing Grilled Nation will strengthen your organization and satisfy the stomachs of your many Member States.

While we realize that incorporating Grilled Nation into the UN is a long shot, we hoped to possibly squeeze a chair in between Grenada and Guatemala. We promise to make sure the mashed potatoes get passed to folks from all Member States.”

Okay. Funny, but no real harm.

Until a lighthearted sampling event turned into a security breach when an actor dressed as Col. Sanders was invited into the U.N. for an impromptu photo opp. with new president of the General Assembly, Dr. Ali Treki of Libya. According to KFC, they were spontaneously invited inside by a U.N. staffer. The U.N. is currently investigating.

The reason stunts are tried-and-true PR vehicles is because, when done properly, they can generate a ton of talk-value and buzz. And, the chicken chain and its parent company Yum! Brands are no strangers to outrageous marketing campaigns.

So, what should your criteria be when planning and executing a PR stunt? Here are a few tips to keep in mind:

• Harness the “wow” factor. Memorable events that break through the clutter are outrageous and unique. To create buzz and talk-value, don’t be afraid to think big and be bold.
• Connect the action/event to the brand. A unique, bold event can create a lot of buzz and excitement. But if there’s no brand connection (or a tenuous link), you’re going to lose awareness, create confusion and fail to generate value.
• Keep it simple. The most successful stunts communicate one strong message. Too many storylines dilute the message and leave consumers scratching their heads.
• Prepare, prepare, prepare. As they say, "hope for the best, but prepare for the worst." No one wants to put the lives and safety of consumers in danger for the sake of publicity.

-- Jennifer George, Account Supervisor

Tags: campaigns food bestpractices event marketing

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November 2, 2009 at 10:25 AM by Cone

This autumn season is not about beautiful foliage, pumpkins and apple picking, it’s all about which flu vaccines are out there and how to get them. I am among the lucky ones because the general flu shot was brought conveniently to my office. One less thing to worry about!

With the introduction of the H1N1 flu, people are confused not only about where to get vaccinated but if they should even get vaccinated. Doctors’ offices are overwhelmed by calls, parents are worried about their children’s health and most of the general public is becoming scared they may be afflicted by this invisible warrior.

 

Much like the 2005 bird-flu pandemic that never amounted to anything substantial, Americans are weary and don’t know who to trust. The media are screaming different scenarios and urban myths are duplicating faster than sneezes. The speed of social media helps fuel the “worry barometer,” too. In the last two days, I have received several warning notes that have been passed along to endless people about the flu – and much of the information didn’t seem accurate.

 

 

With the cancellation of social events and school closings on the rise, it’s the perfect time for direct communication from a few, credible key spokespeople to deliver the same messages. Different government and health agencies are spinning stories for their own publicity value at the sake of Americans’ stress levels. Instead of worrying about bad PR from the myriad dire warnings, public health officials need to concentrate on sending the right messages, and often. A good communications plan can get everybody on the same page and focused on the important details, not rumor mongering.

Until that happens this flu season, taking time to research the answers to your flu-related questions may help slow the panic and gain control of the situation. Web sites like www.flu.gov offers objective facts, statistics, warnings and guidelines to help you navigate the flu season.

 

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: socialmedia PR health

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October 19, 2009 at 1:44 PM by Cone

October is Breast Cancer Awareness Month, and every year shelves turn pink to remind us that one-in-eight women will be diagnosed with breast cancer within her lifetime. Even though there are still no cures for this disease, there’s a lot we can do to help further the cause.

 

Raising awareness about early detection is key to conquering breast cancer. What is so important for women to understand is that when breast cancer is caught early (stage 0-1), the five-year relative survival rate is 98 percent. Different campaigns emerge every year encouraging women and men to take control of their breast health through early detection. Our client Yoplait’s Know Your Girls is one that truly captures our attention. It speaks to young women, who don’t know about breast cancer or think it’s not an issue for them. Unfortunately, statistics reveal that thousands of young women will be diagnosed with breast cancer in the next year. Know Your Girls is a way to make young women aware they can, and do, get breast cancer and provide tools to help them educate themselves and their friends.

This fun, female-focused campaign asks young women to pledge to get to know their bodies by getting to know their "girls,"or breasts.For every pledge received by October 31, 2009, Yoplait will donate 10 cents to Susan G. Komen for the Cure, up to $100,000. Money will go to breast cancer research specifically related to young women. The campaign is all Facebook-based – and it has almost 40,000 fans, proving that young women do care about breast cancer and are committed to doing something about it.

Knowing the appeal celebrities have among young women, Yoplait also worked with Audrina Patridge, from MTV’s “The Hills,” to promote the campaign with a one-of-a-kind Know Your Girls T-shirt. Audrina’s photo has appeared on TMZ.con, Perezhilton.com and OK! Magazine Online, helping spread the word about the importance of early detection.

If you do one thing this October, make sure you get to know your “girls.” Not all breasts are the same – you need to know what is normal for you.

-- Irma Koopersmith, Senior Account Supervisor

Tags: Facebook nonprofit celebrity cause clients campaigns

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September 18, 2009 at 3:13 PM by Cone

Congratulations to Facebook for reaching the 300-million-user milestone (and for turning a profit)! Its power and reach are undeniable, and as a community it would rank as the world's fourth-largest country. None of us needs convincing of its historic growth, influence and vast potential for marketers. But, in a virtual world where nothing should surprise: When and how did Face book turn our parents into social media mavens? When my own mother recently called and said, "You will not believe who sent me a friend request," I went from Facebook believer to certified apostle.

 

Image Credit: TIME

Mom is not the exception – Baby Boomers are connecting to Facebook in droves. A TIME magazine article earlier this year looked at the evolution of the site from virtual college hangout to an online Boomer party – during the first half of 2009, the number of people in their 50s on the site more than doubled. Older Facebook users now represent about 10 percent of the total 77.7 million registered U.S. members according to iStrategyLabs data. Forrester Research released a report earlier this year revealing the percentage of older Boomers consuming social media has reach 60 percent!

The numbers do not lie – AARP, an organization driven to “enhance the quality of life as we age,” has both national- and state-based Facebook fan pages with thousands of members interacting and posting comments and photos. While more traditional marketing efforts still have a place in reaching mature audiences, consumer programs should, and now must, integrate social media vehicles as a key driver to connect with and create a two-way dialogue with Boomers.

-- Byron Calamese, Director

Tags: moms Facebook Boomers socialmedia

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September 16, 2009 at 12:14 PM by Cone

 

Over the past 11 years our Yoplait client has donated more than $22 million to the breast cancer cause through programs such as Save Lids to Save Lives, and today launched a targeted campaign designed to raise awareness for Gen Y women. Many people are unaware that young women are also affected by breast cancer. Five percent of diagnoses in the United States occur in women under age 40. The new initiative is called Know Your Girls, aimed at encouraging these women to understand what is “normal” for their own breasts, or their “girls,” and recognize important changes.

 

By visiting Facebook.com/YoplaitPledge, young women can pledge to take an active role in their breast health. Take the pledge yourself or simply help spread the word by encouraging your friends and family to sign up. For every pledge received by October 31, 2009, Yoplait will donate 10 cents to Susan G. Komen for the Cure, up to $100,000. Money raised through Know Your Girls will help fund a new research study led by breast cancer survivor and researcher, Dr. Kristi Egland.

Tags: socialmedia cause clients nonprofit

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September 15, 2009 at 10:07 AM by Cone

“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

Tags: economy media

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September 9, 2009 at 9:10 AM by Cone

My father is a food broker and represents a new product called Bagel O’s. As brunch items, Bagel O’s are bite-sized, premium, kosher bagels filled with cream cheese. But if you were doing your weekly shopping and saw Bagel-O’s in the freezer section would you buy them? Maybe. Or, maybe not.

 

In a world where budgets are tight, people want proof before purchasing a new product – especially a new one that promises improvements on an old favorite, like Bagel O’s. Each time you purchase something new you risk hating it and therefore wasting your hard-earned money. Advertising helps and coupons are great, but they aren’t always enough to convince consumers. Sampling, on the other hand, takes the risk out of the equation. Like me, consumers will essentially try anything if it’s free!

But does sampling lead to sales? Is sampling a viable promotion tactic? Research and practical success stories say yes. A study by the Product Sampling Council of the Promotion Marketing Association found nine out of 10 consumers say they would purchase a good or service if they experienced it and were satisfied. And, for Bagel O’s, purchases have tripled during weeks with a four-hour sample campaign and increased sales have continued thereafter. This success isn’t exclusive to Bagel O’s, either. According to the “Report on In-store Sampling Effectiveness,” sampling programs drove a 475 percent sales lift the day of the event, and consumers who sampled an item were 11 percent more likely to purchase it again and six percent more likely to buy another item from the brand franchise.

This kind of sales and brand lift might be just what the doctor ordered as we head toward the holidays. A recent Wall Street Journal article on back-to-school sales indicates consumer confidence is low and individuals remain highly focused on necessities. As the holiday season nears, and consumers dig deep to give their families that little something extra, consider investing in sampling or experiential promotions to make consumers aware of new or re-launched products. Sometimes you really do have to give a little to get a lot.

-- Jillian Wilson Martin, Senior Account Executive

Tags: research food branding event economy

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September 3, 2009 at 5:03 PM by Cone

We’ve all seen an influx of consumer-generated contests during the last few years from leading brands such as American Express, Heinz, Doritos and Dove, among many others. Do contests still provide companies with the opportunity to generate brand awareness and engage with their target consumers? Yes…if done correctly. Here are a few best practices:

 

 

Make it a rewarding experience. What’s in it for me? That’s the question a consumer will ask when determining whether to participate. Interestingly, simple prizes, such as a year’s supply of free product, can work just as effectively as a big flashy reward like the $1 million in prizes Office Depot is offering for its national search for the best and smartest U.S. small businesses. In these challenging economic times, a cash prize of $1,000 can be a big enough incentive to enter.

 

Give them something to talk about: Consumers love to talk about themselves, their likes, their hobbies, and of course, their kids and pets. Know your target audience and develop a contest theme that taps into their interests. Most importantly, make sure it’s brand appropriate. For example, who better than Play-Doh to offer the chance to win a Playroom Makeover through a photo contest?

Understand your audience: How do you want to engage with your audience and what do consumers need to do to enter? Will your consumer take the time to write an essay, try her luck in developing a new ad jingle or simply want to grab his camera to snap a quick photo? Knowing your audience will determine how you structure your contest and what your consumer “ask” is.

 

Keep it simple: From the rules to the entry requirements to the language you use to describe the contest, the communication should be easy to explain and understand.

 

Provide multiple consumer touch points: The strongest consumer-generated contests provide multiple ways to engage with consumers – a call-for-entries period; interactive tools, such as widgets that allow entrants to share their entries and the contest with friends and family; and consumer voting opportunities, which enable followers to come back to your site to vote for their favorites.

 

-- Stephanie Doherty, Vice President

Tags: bestpractices promotion contest campaigns

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August 17, 2009 at 9:32 AM by Cone

Does your dog have a better life than you? You buy him the latest designer duds and be-jeweled collars, you take him to the doggie day spa for some R & R, you sign him up for professional massages so he can work out all his stress. Puh-lease!

 

At a time when the Paris Hiltons of the world are toting their pooches around in Louis Vuitton handbags, Cone client ALPO® brand dog food is saying, “Get real!” It’s time to let dogs be dogs. This back-to-basics trend is building momentum as the economic realities of 2009 have many people calling for an end to gaudy displays of excess and a return to traditional, common sense values – even when it comes to our dogs.

 

 

According to an ALPO survey, pet parents are taking a simpler – and wallet-friendlier – approach to life with man’s best friend. When asked when their dog is happiest, 62 percent of owners say it is greeting them when they come home, being taken for a walk or a run (52%), receiving treats (48%), napping on the couch (32%) or chewing a bone (30%).

 

To celebrate the simple pleasures of just being a dog, ALPO is launching the ALPO Real Dogs Tell It Like It Is Contest. The national contest is searching for real dogs to share their stories about their favorite real dog behaviors, such as rolling in the mud, drooling for dinner or chasing a ball. Up to 20 winning “pawthors” will have their stories published in a first-of-its-kind “how-to” manual to help dogs be dogs.

 

Whether it's shopping at discount retailers, cooking more meals at home or letting dogs be dogs, consumers are simplifying their lives in an effort to focus on basic necessities. ALPO is leading the trend in the pet care industry allowing consumers to extend the back-to-basics mentality to their four-legged friends.

Tags: newmedia clients contest trend research

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August 11, 2009 at 4:27 PM by Cone

During the last few months, I have heard clients, co-workers, industry colleagues and just about every marketing professional I know state that there is a lot of jockeying for position within the social media space. Even though the idea of social media has been around for a while, it seems like everyone who works in marketing communications has just awakened from a deep sleep, all at the same time, and decided that social media is going to be the focus of his or her job.

 

Don’t get me wrong. It’s exciting and it’s a fresh approach to what we do. However, it doesn’t, or shouldn’t, really change things that much for marketers who care about their craft. So what if the media landscape has changed drastically within the last year? So what if consumers are getting their information from completely different places than they were just six months ago? Truth be told, when the dust settles, it still boils down to a sound strategic approach and a good idea.

Of course, we need to understand and continually adapt to the new playing field. We need to know that there is a right and wrong way to approach bloggers. We should be open to a constant, steady stream of new technologies, social networks, content creation concepts and digital partnerships from which brands can potentially benefit. But, the key thing that we, as marketers, should understand is, for the first time, we have the opportunity to establish a two-way dialogue with the very consumers we are trying to reach. That’s a great opportunity, but we won’t get the chance again if we blow it with a bad idea or approach.

So before any social and/or traditional media campaign is executed, it’s important to first think about the basics. Understand your objectives, know your target, carefully build your strategies and bring to life a creative platform and idea that truly earn valid consumer and media attention. Even though we are in the world of PR 2.0, it is important not to forget the basics of marketing 101.

 

-- Mark Malinowski, Vice President

Tags: blogs newmedia socialmedia strategy PR marketing

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August 5, 2009 at 11:31 AM by Cone

Many of us probably remember this popular bumper sticker from the 1990s, urging people to do their part for the environment in their community. These days, for me, the slogan speaks to how brands should practice the art of media relations in the communities in which they do business.

 

The “Think Globally” piece is easy. Think about all of the things going on in the world – the economic crisis, the explosion of social media, drivers keeping their vehicles longer, swine flu (the list goes on and on) – and how you can leverage these trends and topics to insert your brand into the conversation. The media are fragmented – it’s more challenging than ever to get press for your company, product or service. So, find a way to hitch your wagon to something they are already interested in. Before you pitch, think about how you can link your story to a broader trend.

What brands still need to master is the “Act Locally” piece. Despite the proliferation of online media, including the presence of even local newspapers on the Internet (in a way, making all news global), it’s more important than ever to localize your story. A generic pitch simply won’t fly 99 percent of the time, even if the story is compelling and timely. Many local media outlets are understaffed, and they just don’t have the time to localize your story for their readers, viewers and listeners. Don’t bother pitching the Des Moines Register (Iowa), the local ABC affiliate in Springfield, Massachusetts or the news talk radio station in Waco, Texas if you don’t make the story relevant to their communities.

Here are a few ways you can do it:

• Localize your materials – Make sure your pitch, press release, media alert and any other tools you use make the story relevant to the community you are pitching. For instance, reference a local statistic that supports the story you’re pitching.
• Provide a local twist – Offer the media an opportunity to speak with a company representative in their market – a store manager, a district manager or a franchisee.
• Let them hear from your customers – Media want to put a human face on a story. Provide the name of a local customer they can interview to bring the story to life.
• Use a local “pitcher” – When possible, have a local company representative send out the pitch, press release, etc. Local media are often more receptive to contact from local people rather than someone at national HQ. That doesn’t mean you can’t help manage the communication – for national initiatives, create press material templates that local representatives can fill in and distribute to local media.

Sure, localizing your story does take more time. But, it’s all about getting the best results. A well-researched, customized pitch to 10 outlets will yield more results – and better stories – than a generic pitch that’s blasted out to hundreds of outlets.

--Marc Berliner, Director

Tags: bestpractices local strategy mediarelations media

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August 4, 2009 at 9:31 AM by Cone

It’s an exciting time for media relations. In the ever-changing online world, there are new, creative ways to communicate instantaneously. Consumers are rapidly gaining control of the various lines of communication and demanding companies maintain a constant online presence. How do we stay relevant and lead strategic communications programs?

 

First, let’s get rid of all our media descriptors. It’s not traditional vs. social media or old and new media – it’s all media relations. We need to increase our expertise in all areas.

Second, let’s not just tweet because it’s the hottest method at the moment. Let’s first determine how best to achieve our clients’ objectives, identify our key audiences and then recommend which channels of communication will most effectively deliver results. For example, Pizza Hut has strategically employed social media to achieve its goals of engaging consumers and increasing sales. On the other hand, let’s not have a creative tactic, but poor strategy. Does anybody remember the company behind Elf Yourself?

Third, remember that consumers are now the media. They can influence our purchasing decisions quicker than a long-lead magazine can roll off the press and become brand evangelists overnight. So remember, the next blogger you pitch could be your next-door neighbor.

Despite these changes, the important rules in media relations remain the same: stay transparent by expressing accountability and maintaining honesty. And, we still need to spend time building relationships – getting to know all media and becoming a valued, trusted resource to each contact.

--Maureen O’Connell, Senior Account Supervisor

Tags: bestpractices strategy mediarelations newmedia

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July 28, 2009 at 4:55 PM by Cone

June was a great month for our clients in the media. We saw the most nominations for the Clip of the Month Award ever. Ten great placements faced off. Congratulations to Andrea List for securing coverage of The Cone Nonprofit Power Brand 100 in The New York Times.

 

 

Honorable mentions go to:

 

Amelia Ott for iVillage’s coverage of Jockey International

Amelia Ott & Erin Zwaska for Good Housekeeping’s coverage of Jockey International

Erin Zwaska for the Los Angeles Times’ “The Dish Rag” blog’s coverage of Jockey International

Farrell Klein for “Today’s” coverage of Chicco

Jennifer George for “Entertainment Tonight’s” coverage of Nestlé Pure Life

Maureen O’Connell for USA Today’s coverage of L’Oreal

Jessica Pieciul for Food Network “Unwrapped’s” coverage of Ian’s Natural Foods

Jodi Housman for The Wall Street Journal’s coverage of Lemelson-MIT

Lindsay Harrington for “CBS Early Show’s” coverage of Deloitte

Lisen Syp for “The Ellen Degeneres Show’s” coverage of Chicco

Tags: nonprofitpowerbrand100 mediarelations clients awards

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July 24, 2009 at 10:25 AM by Cone

On Monday, as my team and I were finalizing pitching assignments for our mommy blogger media list, we came across this post from Momdot.com advocating mommy bloggers join in a “PR Blackout Challenge” for one week in August.

 

On her blog, MomDot founder Trisha posted:

“With the allure of giveaways, reviews, and blog trips, Mom Bloggers have turned from what they love the most, their family, into working directly as public relations for their captive audience. It boils down to knowing your worth and then standing up for it…We want to see your blog naked, raw, and back to basics. Talk about your kids, your marriage, your college, your hopes, your dreams, your house and whatever you can come up with for one week.”

As PR professionals working with a juvenile products client, my team spends a good amount of time identifying mommy blogs and fostering respectful, involved and professional relationships with these bloggers. We love our mommy bloggers, and we hope they love us, too. Yes, we offer gear because we hope it will be positively reviewed, and yes, we hope it will be used in reader giveaways and as contest prizes. We do this not because mommy bloggers have a “captive audience” but because we believe in word of mouth, and we know that moms are each other’s allies, whether next door or via the World Wide Web.

The whole point of blogging is the sharing of information, whether it be the amount of dirty diapers your husband (didn’t) change, the “surprise” redecoration your twins did with a set of permanent markers and your new white couch or, drum roll, the amazing new lightweight stroller that saved the day on a recent trip to the zoo or the hook-on high chair that allowed mom and dad to sit in a white-clothed restaurant and enjoy a real meal that didn’t come in a Styrofoam box.

I understand that mommy bloggers likely get hundreds of spam-type emails from marketers (and PR folks) every week, offering coupons and links to giveaways, with the sole strategy of online saturation/domination. But, mommies…that’s not me or my team.
So, my own plea to my mommy blogger friends: don’t participate in the PR blackout —participate in a brown-out. Delete the spam emails and canned requests for free publicity, and maybe throw away your calendar of deadlines. Your real PR partners will operate on your schedule, because we know you. We’re friends.

--Lisen Syp, Account Supervisor

Tags: clients moms blogs

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July 13, 2009 at 3:27 PM by Cone

You’ve seen the recent media hype around healthy eating, reaching as far as the White House lawn. From locavore Michelle Obama’s latest harvest and the sustainable farming craze, to restaurant calorie-count mandates, nutrition navigation in grocery stores and healthy eating in schools, nutrition trends are top-of-mind for everybody. And, there is no lack of media interest in health-related products, expert advice and educational tools to satiate an overweight America hungry for change.

 

Because consumers have been flooded with information and tools to make positive lifestyle changes, products making health and nutrition claims are under increased scrutiny and held to stricter standards by watchdog groups, public officials and the media. Any misstep in messaging could spur questions around authenticity and harm your brand image. So how do PR professionals leverage this healthy trend in an authentic and impactful way?

Here are some keys to success in health- and nutrition-related media outreach:

• Partner with a credible third-party spokesperson in the field of health and/or nutrition. If you’re considering a celebrity, be sure you look closely at products they have endorsed in the past to be sure there is no conflict of interest. For maximum impact and credibility, choose a spokesperson with scientific- and/or nutrition-related credentials who can easily answer tough health questions and bridge back to your product. (Oh, and message train, message train, message train!)
  
• Distinguish your fans from your critics, both in the media and within the industry. Before pitching reporters or influencers, research the articles they’ve recently written and determine if they have a positive or negative slant on either your product or brand, or on similar health claims or products. Unwittingly pitching a critic can result in negative publicity, so choose your battles carefully.
  
• Determine what differentiates your brand from your competitors. Make differentiating factors key highlights in your external messaging so you can shine where others fall short. When pitching reporters, pay close attention to how they position your competition and see where you can offer a better solution. (Be careful of your positioning though, nobody likes a mud-slinger!)
  
• Back your product claims with clear scientific data (published studies are preferred). There are many controversial products and services on the market that tout a health benefit but have been attacked in the media for lack of scientific evidence to support their claims. Avoid this fate by substantiating health claims with credible scientific evidence that proves the efficacy of your product. In addition, leverage new research and studies being published by your organization or by reputable stakeholders when pitching to add weight to your product’s claims.
  
• Remember, it’s all in the delivery. When it comes to nutrition, journalists aren’t focused on pedaling your product, but are looking for viable tips and tools that will truly help their readers live a healthier lifestyle. If your product doesn’t have them sold from the start, offer a less commercial approach through expert interviews or healthy eating tips, which lend support to your product and health message, but packages it in a more palatable way.
  
• Be as transparent as possible, and always be proactive. It is much easier to get in front of an issue relating to your brand and proactively present the facts than to react to harmful media coverage that misrepresents your brand. Perception is reality and this is particularly true in the healthy eating space.

-- Jordan Salvatoriello, Account Supervisor

Tags: clients PR wellness nutrition food bestpractices health

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July 2, 2009 at 2:11 PM by Cone

Lin-Manuel Miranda’s success with "In the Heights," Salma Hayek’s involvement in the production of "Ugly Betty" and now the potential confirmation of Judge Sonia Sotomayor to the U.S. Supreme Court are just a few examples of how Hispanics are establishing a presence and amplifying their voice in the U.S.

Over the years, businesses, marketers and politicians have started paying more attention to the growing Hispanic market, recognizing its influence and power within the marketplace and society:

• In 2003, Hispanics became the largest minority, and by 2050 Hispanics will comprise about 30 percent of the U.S. population.
• According to The Selig Center for Economic Growth’s The Multicultural Economy, Hispanics accounted for 8.9 percent of all U.S. buying power in 2008, up from only 5 percent in 1990.

Increasingly, companies are leveraging the power of the largest minority in the U.S. by successfully reaching out to this group. General Mills, one of the world's leading food companies, places great emphasis on the importance of understanding its audiences and has managed to effectively connect with Hispanics through its Yoplait brand.

 

Yoplait’s understanding of the Hispanic market drove it to establish a relationship this past year with Adamari López – celebrity, international telenovela actress and breast cancer survivor – for its "Save Lids to Save Lives" Hispanic program. This relationship has allowed Yoplait to create a personal connection with Hispanics through someone this group trusts and with which they identify.

It is clear that translating a general market campaign doesn’t cut it anymore if the hope is to establish a connection and brand respect. We need to understand this group’s culture, the language and what resonates with them in order to earn their support.

-- Irma Freije Koopersmith, Senior Account Supervisor

Tags: celebrity cause clients Hispanics marketing

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June 30, 2009 at 9:23 AM by Cone

Unless you’ve been living under a rock for the past few days, you’re well aware of the death of pop icon Michael Jackson. Regardless of your opinion of the embattled singer, one thing is for certain: his death has sparked renewed interest and demand in all things MJ.

 

Photo Credit: The Washington Post

 

Not long after news broke of Jackson’s death, both Amazon.com and Barnes & Noble sold out of his CDs. Demand for any and all Jackson merchandise soared. At press time, his songs dominated seven of the top 10 single downloads on iTunes.

 

But now that Michael Jackson the man is gone, what happens to Michael Jackson the brand?

 

In recent days, many have compared Jackson’s fate to that of another cultural icon, Elvis. But like Jackson, Elvis’ music is only part of the story. The incredible marketing of the Elvis brand for more than three decades has decidedly fixed the King into American culture. Many would argue Elvis became bigger in death than in life. And many are banking on Michael Jackson to do the same.

 

Yesterday, tour operator AEG announced it would give refunds for Jackson’s “This is it” tour. But it's also offering would-be concertgoers a chance to opt instead for the actual ticket, with Jackson-designed graphics, as a little piece of history. There are tribute concerts in the works, memorabilia for auction and, as with many legends, a layer of mystery surrounding Jackson’s life and death.

 

It’s too soon to speculate on the longevity of the Michael Jackson brand. But I think we can all agree on one thing: the King of Pop hasn’t quite left the building.

 

--Jennifer George, Account Supervisor

Tags: celebrity branding

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June 26, 2009 at 10:25 AM by Cone

Looking for a fun weekend activity?

 

Join the Lemelson-MIT Program for its third annual EurekaFest, and help celebrate the inventive spirit! A few weeks ago, Chrissy Redmond discussed how the Lemelson-MIT Program was re-branding science, transforming it into a cool experience for the world’s future technological innovators. Now, you have a chance to see that in action.

 

 

EurekaFest is a multi-day celebration designed to empower a legacy of inventors through activities that inspire youth, honor role models and encourage creativity and problem solving. Today, at MIT’s Stata Center, you can observe a nationwide high school invention showcase and see renowned inventors present on the MIT campus.

 

Saturday, I'll be at Boston's Museum of Science to cheer on more than 200 high school students in an all-day wind-powered design challenge; their families will also have the opportunity to participate in hands-on learning activities.

 

All events are free and open to the public, so come join me!

 

-- Julie Staadecker, Account Executive

Tags: clients cone branding event

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June 25, 2009 at 11:31 AM by Cone

I must admit, I am a reality TV fan. I grew up watching MTV’s Real World and then moved on to Survivor, The Osbournes, and now I watch Jon and Kate (Gosselin): Plus 8. At the heart of the show, parents and non-parents can find the humor of raising sets of multiple children and silly arguments about kid’s off-the-wall antics. However, recently, the reality show got a strong dose of unwavering paparazzi and negative publicity.

Granted, both TLC and the family are reaping the benefits by going through a crisis. After all, it’s human behavior to watch something dramatically unravel like the Gosselin’s marriage; unfortunately, it leaves eight young children in its wake. They may be wealthy, but that surely doesn’t buy happiness.

 

The saga continued this week when Jon and Kate announced their divorce in front of the TV cameras and received the show’s highest ratings ever. TLC said the show will be on hiatus for a couple months. During that time, here are some media suggestions to help the Gosselins heal quicker and provide more positive fodder for the media once the wounds heal.

• Both parties need to stop talking to the press. Each week Jon and Kate take turns being on the cover of People magazine. Take time away from filming, conducting magazine interviews and from public places where you can be easily photographed.
• Grant one exclusive interview after you have the chance to live through this new transition in your life.
• Hire a publicist that cares about your well-being, not making money off the situation.
• Develop a long-term plan to leverage your family’s fame to better serve others, perhaps families that are in similar predicaments.
• Work with reputable media outlets to help cultivate a more positive vision of your family instead of the mud-slinging rumors that each party is alleging.
• Both parties should partner with a special charity or cause close to their hearts and become passionate advocates for that cause. Helping others only makes you feel better and will help improve the public’s perception of you.
• Since it’s time to move on, take down all associated websites that show the family in sunnier times. The media like to dwell on the past, so give them less ammunition to create stories.

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: mediarelations celebrity

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June 11, 2009 at 1:45 PM by Cone

A couple of months ago, I got a flyer from a celebrity procurement company that advertised its clients at a discounted price. My first reaction was to laugh…how degrading, I thought? It is actually advertising people―human beings―as items on sale. My second thought was, goodness, times must really be tough. But my third thought, which is probably the most relevant to my daily life, was how can I leverage this humorous, sad and potentially advantageous situation.

 

Tough economic times have caused many companies to “update” existing products instead of introducing costly new innovations. (In fact, 75 percent of new products fail to earn more than $7.5 million during the first year of availability, according to Anne Berlack, EVP at Information Resources Inc.) But, it is marketing these updated products to which celebrities can often add the most value. So, as companies wonder, “How can I maximize the impact of the message I am trying to relay, bring credibility to this 'not-so-new' product and get it placed in the media?” a celebrity spokesperson may be the answer.

 

When deciding to use a celebrity spokesperson, there are some key questions to ask:

1. What is the product? What’s the messaging you are trying to deliver?
2. Who is your audience? Is it women, men or maybe teens?
3. What type of media are you trying to secure? Women’s publications? Local newspapers? Specialty Web sites?
4. What type of celebrity is most appropriate for the brand? An expert? An entertainer? An advocate?
5. How do you plan to use them? An event? A paid media tool (SMT, ANR)? Web site?

Once you have answered these questions, it’s time to think about who the right celebrity is. Some things to think about when doing this are:

1. Find a celebrity who has a connection with your brand. Try to find someone who uses your brand so messaging doesn’t seem forced. Look for someone who resonates with your target audience.
2. Conduct a background check. You want to make sure the celebrity you select does not endorse a competing brand, or doesn’t have any skeletons in the closet (note: It never fails, these always come out right before you are about to announce the connection between your brand and the person.)
3. Have options. Although you think one celebrity might be the perfect fit, others may not agree. If you have options, you can come to an agreement on someone who works for everyone.

So, as you think about ways to make a splash, with a product that isn’t so splashy, consider a celebrity spokesperson. And if you think you can’t afford it, remember that many of them are on sale.

-- Jennifer Newberg, Account Supervisor

Tags: promotion bestpractices celebrity

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June 8, 2009 at 10:10 AM by Cone

This week, The Publicity Club of New England honored more than 150 public relations and communications professionals for their achievements at the 40^th annual Bell Ringer Awards. The Bell Ringer Awards recognize excellence in communications and public relations work in every field and industry, and across all media—print, broadcast and online. More than 400 of New England's top PR professionals gathered at Boston’s Westin Waterfront Hotel to celebrate the accomplishments we have made over the past year.

 

Whether helping immigrants reach a better life through Western Union's efforts OR inviting the world to meet “Cliff” the triceratops residing at the Museum of Science, the night was filled with one impressive campaign after another. As I sat at the event hearing about all of the amazing work from companies throughout New England, I felt inspired at the collective impact that we truly have had.

It’s important to remember that we as PR practitioners truly have the ability to influence the way people and businesses think and act. In fact, at a recent Pub Club panel comprised of eight lifestyle editors from throughout the Greater Boston Area, it was confirmed that 75 percent of their story ideas and content come directly from our community.

Congratulations to all entrants and winners, and thank you for continuing to inspire and push us to continue the amazing work and reach new heights in the communications and public relations field!

-- Hilary Blowers, Account Supervisor

Tags: clients awards PR cone

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June 3, 2009 at 1:47 PM by Cone

We’ve always set the highest standards for our performance and take pride in delivering exceptional work. The greatest honor we can receive is when our clients are satisfied with a job well done. But, we can’t help but be flattered when our peers recognize our hard work, too. Cone has enjoyed many successful awards seasons, and this year is no different. Whether for inspiring cause branding work or attention-grabbing marketing and PR, our work, and ultimately that of our clients, has brought us much recognition.

 

The season started off on a high note at the PR News CSR Awards, where Western Union was honored for its work in stakeholder engagement with its Our World, Our Family program, which it partnered with Cone to create. Western Union continues to garner a lot of praise for its work with migrants across the world, including an award from the Center Encouraging Corporate Philanthropy, who presented it with its Excellence Award in Corporate Philanthropy, a very prestigious honor in international corporate philanthropy.

 

 

Cone had an even bigger showing at the Cause Marketing Forum Awards with Timberland receiving the evening’s highest honor, a Cause Marketing Golden Halo, for its commitment to making a difference in its communities. Cone then swept the Best Health Campaign category with The American Heart Association’s (AHA) Start! program winning the Golden Halo and Jiffy Lube International taking a Silver Halo for its Maintenance Partners for Life.

 

The awards kept coming during the Publicity Club of New England Bell Ringer Awards ceremony as Western Union won the Bell Ringer for best community relations campaign, the AHA won for its Start! Heart Walk special event and Jockey International grabbed a Bell Ringer for best television news placement. Not to be outdone, ALPO, Ben & Jerry’s and T-Mobile USA each earned Merits.

 

A much-deserved congratulations goes out to all!

Tags: clients awards PR cause marketing

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May 29, 2009 at 5:03 PM by Cone

Recently, I assisted in the execution of “Dog’s Night Out”…the first-ever restaurant for dogs in Boston, Mass!

Having planned over the years for several different types of events, and implementing hundreds of them, let me share some tips that could help you get started on a future event.

Start out by thinking in four different phases.

 

First Phase: Plan
You need to begin planning three months to a year or more in advance, and determine the event’s purpose. Decide who your intended audience is and create a marketing plan; include a budget and the number of people you need to execute the event successfully. Do your homework, and conduct research surrounding your planned event date. See if there are any partnerships you can tap into to share some of the expenses.

Second Phase: Time to Tackle
By now...the decks are clear and you’ve rolled up your sleeves. Develop checklists, determine and confirm where your event will take place. Begin thinking and creating your event flow; choose your vendors and begin developing your promotional/media materials. Depending on your event type, invites should be in the mail, all media outlets contacted with appointments secured, and if you are considering a broadcast satellite feed, make sure that’s in place. Lastly…have a back-up plan in place for those “what-if” scenarios!

Third Phase: Nearing the Finish Line…The Event
Today’s the day…All your vendor contracts are signed, purchase orders secured and you’ve checked…you’re on budget! Lastly, your briefing books are assembled and you’ve reconsidered all the “what-if” and back-up scenarios. Team has arrived and everyone is there to work and achieve great results.

Fourth Phase: Wrap-it-up
Immediately following the event, make sure you send thank-you notes to everyone, including the team. Check to make sure that all the vendors are paid, and lastly…make yourself proud of you and your team’s accomplishments…merchandise your results.

Remember, no two events are the same, and these phases are meant to be used only as a guide.

--Helene Fletcher, Account Supervisor

Tags: planning event

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May 22, 2009 at 12:47 PM by Cone

It’s been said that in a down economy, the need to innovate is more important than ever. But, how do we engage the next generation of innovators and empower them to follow their passion in science and technology? How do we “re-brand” and transform education into a “cool” experience – particularly in science, math and technology, the foundation of innovation and invention?

 

Science education is evolving from science fairs and test tubes bubbling with chemicals to real-world problem solving with a greater purpose. Teens are increasingly inspired by the sentiment of improving society through invention and discovery.

 

There are a number of organizations dedicated to supporting this new outlook and re-branding science through engagement with teens. One such organization is the Lemelson-MIT Program, focused on changing the perception of science and invention and the old stereotypes of the mad scientist, encouraging kids to explore their interests in these areas and make science fun.

Through Cone’s work with the Lemelson-MIT Program, we’re witnessing a promising perception shift first-hand. This year’s annual Invention Index survey found that only five percent of teens described scientists as “nerdy.” More than half described men and women in the sciences as “intelligent.” Further, we found that teens are driven by altruism and a desire to improve society and our environment. Yet, they still need the encouragement of mentors and role models in related fields to further instill change—that’s where the Lemelson-MIT Program strives to make a difference.

 

As Laura Vanderkam of Scientific American explains, "If people don’t think of scientists as working alone, locked in their tower, but as eco-heroes saving the planet, that’s a lot more exciting."

 

-- Chrissy Redmond, Account Supervisor

 

Witness the inspiring next generation of innovators in action next month at Eureka Fest.

Tags: branding clients nonprofit

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May 15, 2009 at 10:25 AM by Cone

As the newspaper industry struggles on life support—with circulation and ad revenue in flux and the once lively newsroom culture replaced by empty cubicles and whispers of buyouts—I cannot help but wonder what will come of my first career, America’s other pastime: the paper route.

 

 

Popularized and depicted in movies and television as a neighborhood staple, the paperboy is now cycling down a path to becoming obsolete—replaced by online editions and virtual news aggregators. This shift has required a new way of thinking for marketers, as the paperboy symbolically served not only as news messenger, but a reliable, trustworthy and uncluttered bridge from brand to consumer. Dramatic? Perhaps—but before you read your next blog post or tweet about your morning brew, take a second and process what consumer branding and PR will look like without daily—relatively objective—newspapers.

 

TIME magazine recently chronicled the journalism crisis and sourced a Pew Research Center study revealing last year, for the first time, “more people in the U.S. got their news online for free than paid for it by buying newspapers and magazines.” And excluding the Wall Street Journal, most news outlets have shied away from online paid subscription services when information is so easily accessible for free.

 

This all comes as no surprise to PR professionals who continue to evolve to manage an abundance—albeit highly segmented—of on and offline news space, skeleton editorial staffs altering how we “pitch” and increased reliance on often faceless and less accountable bloggers.

 

While the demise of traditional print journalism seems inevitable, there are those fighting for its survival. The Newspaper Project, launched in February by top news executives, is designed to empower people to talk, brainstorm and share ideas on how to save the industry. Likewise, publishing leaders are taking action with calls for anti-trust revisions allowing newspapers to collect revenue from news aggregators.

 

Despite the love/hate relationship between PR practitioners and reporters, we need each other—now more than ever—and it’s in our best interest to get engaged and support initiatives to prolong, if not save, the newspaper industry.

 

If for nothing else, do it for the few remaining paperboys.

 

--Byron Calamese, Director

Tags: mediarelations PR media

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May 12, 2009 at 12:43 PM by Cone

As yesterday’s New York Times reported, Chevron hired former CNN reporter Gene Randall to create an Internet video in response to a “60 Minutes” investigation about the company’s oil pollution in the Amazon region of Ecuador and the resulting $27 billion lawsuit.

 

 

Chevron’s video lays out the oil company’s side of the debate, downplaying its responsibility for the oil waste in Ecuador’s waterways. The segment signs off with, “This is Gene Randall reporting.”

While this type of advocacy isn’t new to the arsenal of PR professionals, the reach and level of engagement is greater today with the democratization of mass communication and the proliferation of social media tools.

With corporate reputation crucial in a struggling economy, Chevron’s approach underscores the importance of transparency and maintaining stakeholder trust when developing counter-crisis strategies.

-- Jennifer George, Account Supervisor

 

Cone's Chief Reputation Officer Mike Lawrence also commented on Chevron's crisis response in a recent Ad Age article.

Tags: socialmedia crisis media

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May 11, 2009 at 2:38 PM by Cone

Cone Chairman and Founder Carol Cone was named to the jury of the inaugural Cannes PR Lions awards at the 56th Cannes Lions International Advertising Festival in June.

The PR Lions honor the creative use of reputation management by the building and preservation of trust and understanding between individuals, businesses or organizations and their publics. The inaugural jury is comprised of 13 senior practitioners from agencies across the world, and Cone is one of only two American judges named to the panel.

 

“I feel honored to be included among such a prestigious group,” says Cone. “This will be a great opportunity to experience some of the best PR work on an international level.”

Tags: PR awards

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May 5, 2009 at 11:07 AM by Cone

More than ever before, consumers are concerned about the foods they choose for themselves and their families, and are savvier about nutrition and the effect of foods on their health and well-being. But today’s consumers are not only making food choices based upon nutritional attributes and benefits, they are also increasingly focused on a diet that is “good for you” and for the planet. The “green movement” is impacting the purchasing decisions of a growing population and will have a tremendous impact on the future of the food environment—for consumers and the food industry alike. Now is the time for brands to assess their practices and identify opportunities for greening their business.
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Tags: wellness sustainability nutrition food health

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May 5, 2009 at 11:34 AM by Cone

Cone announces the launch of its new media Clickstart Program, designed to help companies effectively engage consumers online through the use of social media channels. The introductory program will aid companies in exploring emerging communication technologies and identifying opportunities for additional consumer dialogue and interaction. “New media are here to stay, and having an online presence is now the cost of doing business in this communications 2.0 world,” says Bill Fleishman, Cone Managing Director and EVP of Brand Marketing. “Often we find companies recognize the importance of using technology to speak to stakeholders but could use some help getting started. Clickstart is designed to provide that solid foundation.”
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Tags: socialmedia newmedia

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May 5, 2009 at 11:14 AM by Cone

The most effective brand campaigns involving celebrities are those in which the program organically matches with a theme, cause or idea that a celebrity personally cares about.

Ben & Jerry’s recently partnered with actress and noted peace activist Maggie Gyllenhaal to help promote the launch of a new flavor called Imagine Whirled Peace. Developed in partnership with the Lennon Foundation, the flavor was launched in New York's Times Square via a re-creation of John Lennon and Yoko Ono’s famous “Bed-In For Peace”―an anti-war protest that took place in the late 1960s. The inspiration for a peaceful resolution to conflict during a time of war perfectly matched with what Maggie cared about; therefore, she agreed to take part in the PR launch during a very hectic time in her career—weeks before the launch of her blockbuster film “The Dark Knight Returns.”


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Tags: celebrity

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