Why Moms Have Power

There’s been a lot of buzz about moms these days as more companies (finally) begin to realize their influence (36.2 million American moms actively participate in blogs) and purchasing power ($2.1 trillion) in the online world. We see more of our clients–and potential clients–trying to get a handle on moms, the best way to reach them, how to influence them, get them on their side, and believe in their product or service.

Being a mom of two very active young boys under the age of six has been the most humbling, wonderful, excruciating, rewarding, challenging positions I’ve ever held. And, as much as I love what I do professionally, my role of mommy is the most important.

Until you walk a mile in our shoes, you can’t really know what it’s like to be a mom. But here are a few things I’ve learned first-hand and from being in contact with moms every day:

Moms are loyal – Show me respect, quality and value and you will earn my loyalty–and that of 100 of my mommy friends. Make me feel special and I will rave about you. Treat me poorly and I will rant about you.

Moms have each other’s backs – Whether it’s an issue that will affect our children, our health, or give us any opportunity to save time or money (like how to get a great pair of shoes for half off, or tips that help us get dinner on the table in lightning speed), we moms look out for each other–and tell our friends. I once posted about an amazing organic veggie delivery service on the mother’s club chat I frequent. If a fellow mom tried the service and wanted to mention my name, I’d get a free box of produce. No surprise: I had free produce for months!

Moms have brains – Don’t talk down to us or call us crazy. Motherhood is hard enough without having some seemingly clever marketing executive telling us we’re inadequate, or how we should be feeling. (Remember the Motrin fiasco?)

Moms get fired up – If we believe in a cause, we will speak out. Moms unite, and quickly. Here’s a good example: In early April, tragedy struck well-known mommy blogger Heather Spohr, when her 17-month old daughter Maddie passed away suddenly. Though grief stricken, Spohr turned to her blog and to Twitter, encouraging people to donate to the March of Dimes in honor of Maddie. Within two days, the organization received over $20,000—and according to a tweet posted by Spohr on April 19, a total of nearly $56,000 has been raised.

Moms stick together – Sure, we trust our doctors but we really value the word and personal experience of our peers. We know they’re in the same boat and are looking out for us.

Moms can multi-task – We can change a diaper, sing a lullaby and participate in a conference call at the same time. But make our lives easier (while maintaining our value), and we’ll love you.

Moms have a built-in BS-meter – We’re de-coding what our children are telling us every day. Feed us a line? We’ll see right through it. Be forthright.

Moms like to laugh – With all of the things we experience as moms (children hanging from the chandeliers, coloring on walls, bodily fluids, and other mortifying moments), we moms have to laugh–or some days, we’ll cry. Humor goes a long way.

How to tell if you are in crisis denial: A modern day parable

Whether it is Domino’s or Motrin, a well-known brand can’t allow bad news to spin out of control. If it’s ugly and building on YouTube or Twitter, there’s a better chance than not that the situation is grim, and you’re better off addressing the issue head-on than burying your head in the sand. If it’s a question of demonstrating your values, it’s a better bet—even a responsibility—to address the situation.

While Domino’s eventually put a sensible program of communication into place after last week’s “food contamination” debacle, the company waited too long. Here are some guidelines to help brands decipher if they are waiting too long:

• If you have to spend time with reporters explaining why you are not going to respond.
• If you are a food company that has fallen victim to what can be perceived as a compromised product, food safety or trust and you have not immediately addressed concern for your customers (let alone show humility for something that went so wrong on your watch).
• If you indulge in name calling, effectively rolling around in the gutter with criminals.
• If the heat is obviously building (you’re already getting calls from media), but you are stubbornly telling reporters that “you’re not about to use a fire hose to put out a candle.”
• If you are not telling your previously trusting marketplace how you will strive to fix your problem and ensure that it will not happen again.
• If your communications strategy banks on the crisis going away on its own.

So, what should have Domino’s done? (Or, what would Fineman PR have counseled?)

First and foremost, don’t minimize customer concerns. In the hours after the crisis was obvious and gaining online traction, the company should have created a video with their CEO, similar to what was released late last week. Like the too-late apology, the video could have emphasized the company’s concern for Domino’s customers, reassured everyone that the situation was an anomaly, and also announced that the company would be implementing new training and management procedures to ensure that this never happened again. No name-calling, no dismissive messaging, as was the company’s first line of defense.

Better yet, the response video could have been tagged as a response to the gross-out video, so that the millions of people streaming the now infamous clips easily could have viewed Domino’s response right after. That way, any disgust with the brand’s fast food service could have been mitigated immediately, with empathy for company leaders who were badly betrayed.

But the broad lesson here for any brand is that no response IS a response—a very negative one that can understandably raise the ire of customers and media, thus creating a crisis out of a crisis. With crisis PR, it’s essential to put out that candle before it turns into a wildfire—a hard lesson for Domino’s to learn.

Never underestimate the power of social media

We all know that tapping into social media chatter can give great insight into what consumers are saying about a brand, while also opening up an avenue for dialogue. But it’s easy to forget that the online actions of even a few individuals can lead to a story (and brand impact!) far beyond what’s expected.

Coca-Cola strikes social media gold

Some companies are fortunate enough to have enthusiastic, brand-loyal consumers that will go out of their way to promote the company. A perfect example is Coca-Cola, whose sizeable fan page following garnered media coverage in late March. With over 3.3 million fans, Coca-Cola has the second most popular fan page on Facebook—only second to President Barack Obama! Even more interesting is that this fan page wasn’t part of any marketing efforts on Coke’s behalf; the page was created by two individuals without any company-sponsored involvement whatsoever.

Though Coke recently partnered with the creators to manage the site (as mandated by Facebook), company executives were smart enough to realize that if the page felt corporate, they would likely lose fans that were drawn there in the first place. “We don’t necessarily think a fan club should be owned by the company but rather more by the fans,” said Michael Donnelly, Coca-Cola director of worldwide interactive marketing.

The solution? Coke retained the two original creators (or “admins”) of the site to manage it. While it’s evident that Coca-Cola made the right decision by choosing to have minimal involvement with the fan page, I don’t think anyone—even the two fans who created it—could have ever predicted that the site would reach such high-profile status.

Always remember the Boy Scout motto: Be Prepared!

Even though some companies have benefited tremendously from social media, negative buzz about your company in the social media space can generate a PR crisis quicker than you’d expect. This week’s Amazon sales ranking fiasco originated from consumer buzz on Twitter. Now, it’s a hot topic in all forms of media, with Tweeters and bloggers referring to it with the term “AmazonFail”. So while companies should remember that a few negative comments online are almost always inevitable, it’s critical to be aware of them and be prepared with a plan of action should they lead to a crisis situation.

A letter to young job seekers

Dear eager college student,

Right about now, the more enterprising among you are blasting your resumes and cover letters to PR agencies, in the hopes of landing a summer internship or the coveted entry level position. Good job! You’re well on your way to a career in PR.

When I think back to my own internship-seeking efforts as a college student, I cringe at the missteps I made (though thankfully, none as bad as these). And I sympathize when I see candidates making the same mistakes. Job hunting is stressful and painful, but here are some tips that will hopefully make it less so:

#1 Make sure your resumes and cover letters are 100% error-proof. We get it, you’re sending your resume to hundreds of agencies and it’s difficult to customize for each and every one. But getting the agency name wrong or overlooking typos guarantees a negative first impression. And when agencies have hundreds of people applying for just one or two positions, you probably won’t get a chance for a second impression. Typos send the message that if you’re careless with work for your own benefit, you’ll be careless with agency work.

#2 Be prepared with an elevator pitch. Most interviews will start with “Tell me about yourself.” Prepare a one-minute spiel that highlights your strengths and personality, then practice it before your interview. You don’t want to recite mechanically, but you also want to sound ready and polished.

#3 Use “the Google.” Research the agency before your interview. Another question you’ll be asked is “Why are you interested in our agency?” Don’t try to bluff with a generic answer—you’re meeting with professionals who can spot spin in an instant. Demonstrate that you’ve done your homework.

#4 Bring a portfolio that showcases your work. It will set you apart from the other candidates and gives you an opportunity to brag about your accomplishments.

#5 Prepare questions. Go beyond “What is an average day like for someone at your agency?” That’s not a bad question, but a better question would be, “I saw on your website that you work with Client X. What are some of the projects and campaigns you put together for Client x?” This lets the interviewer know that you researched the agency and demonstrates that you’re interested in the agency’s work. Asking questions also extends the interview, meaning you have more time to convince the interviewer that you’re the right candidate for the job. Ask questions about the interviewer’s perspective on industry issues. Engage in conversation. Even if you don’t get the job, at least you will have learned something new that will help in your next interview.

#6 Clean up your online mess! It’s all fun and games until a potential employer finds your embarrassing pictures from spring break. Set privacy filters on your Facebook, blog, Flickr, YouTube channel, etc. Better yet, as Peter Shankman once said, “Grandma, Priest, Boss - If either of the three would be offended, DON'T POST IT.” In the same vein, if your cell phone has a voicemail greeting that presents you in an unprofessional way, consider changing it. Your friends might love the rap music that plays before they leave you a message, but your potential employer probably won’t.

#7 Parlay all those hours spent on YouTube and Facebook into new media savvy. Agencies are working with social media more and more. Demonstrate that you can be creative and insightful about how new tools can be applied to PR. Comment (positively!) on past agency work in this area and be familiar with some of the well-known case studies in the PR industry. Make sure you are in the know about the latest social media tools.

Good luck and stay tuned for more tips from the Fineman PR team!

Looking for value in your marketing dollars? Why Latino PR outreach is increasing in importance

A car dealer once told me that he estimates a Latino customer refers four people for every person a non-Latino customer refers. There’s a lot of beauty in the notion of la familia for marketers because, as that car dealer understood, you’re not just reaching out to one lone consumer who reads about a product or service in the newspaper, or watches a commercial or listens to an ad on the radio. You’re also reaching many of that consumer’s family members and friends.

Many industries depend heavily on the Hispanic market for the livelihood of their business, including long distance carriers such as Americatel, large money transfer services such as Money Gram, and smaller start-ups such as Xoom. These companies and many others overwhelmingly target immigrant-born Latinos who must be reached on an ongoing basis.

Because times are tough, businesses are trying to find the best value for their marketing dollars, and the Latino market cannot be discounted. Advertising in Latino media costs a fraction of advertising in general market media, so buying a slot on Univision’s Mañana es para Siempre is more economical than advertising during American Idol or Lost if your market is primarily Latinos.

In many markets, Spanish-language TV and radio stations compete head to head with general market stations for audiences. In cities like Los Angeles and Miami it is not unusual for Spanish-language broadcasters such as Univision or Telemundo to post higher audience numbers than their general market competitors such as CBS, ABC, NBC and Fox. Latino consumers depend heavily on word-of-mouth referrals from family and friends, which costs a marketer nothing. And, marketing professionals should remember that Latino consumers are extremely loyal, and once they’re convinced of a product’s value, they’ll become lifetime buyers. Genuine public relations outreach to Latino communities makes total sense.

When it comes to Latino consumers, marketers nearly always get the eyes and ears of many for the price of one. That sounds like value to me.

Transparency in Crisis Communications: How the Fat Duck prevented a fat debacle.

When you’re the chef-owner of a restaurant widely considered among the top three restaurants in the world, I’d imagine you get used to the constant media buzz surrounding every move the business makes. But even with scores of interviews under your belt and oodles of media training, nothing could be scarier than hearing that a lot of people got sick after eating at your restaurant – and that this news is going to be published in media outlets the world over.

In late February, the famed Fat Duck was shuttered by its equally famous chef, Heston Blumenthal, when more than 40 diners had reportedly fallen ill after eating there. The food world was shocked at the closure, but sympathetic to Chef Blumenthal. Then, the news seemed to only get worse when health officials reported that as many as 400 individual illnesses in Britain could be linked to the restaurant.

Even with the closure and subsequent investigation into the pathogen that wreaked havoc on the diners (as well as Blumenthal’s business – reports speculated that he lost $140,000 a week while closed), the cause for the outbreak took weeks to determine. Health investigators concluded that staff at the restaurant were likely infected with an airborne norovirus, or “winter vomiting disease,” as all tests ruled out food poisoning – some good news, proving that the kitchen was likely not at fault.

While health investigations were still ongoing, the restaurant re-opened on March 12 to full lunch reservations and a very happy Blumenthal. Surprised by the full dining room after all that seemingly “bad” press? Don’t be.

Though many in the food media were initially surprised by Blumenthal’s reaction (as Ruth Reichl tweeted: “Honest, yes. Wise, possibly not. Was Heston right to close the Fat Duck?”), his move to shut down the restaurant – from a PR vantage point – was the smartest thing he could do.

Time and time again, transparency and a “public welfare first” approach has been proven essential when it comes to crisis communications. Blumenthal’s many interviews with the press, as well as his publicized full cooperation with health officials, reassured the public that the restaurant was doing everything they could to determine the cause of the sickness, and more importantly, to do their best to ensure it didn’t happen again. Blumenthal came across as genuinely distressed over the situation: The chef told the U.K. Independent he felt “dreadful, absolutely dreadful,” and that in closing the eatery, “I made the decision to be transparent about it. Who knows if it was the right or wrong decision to make. But my gut reaction, the moral feeling about it all, was that's what we had to do. It was an incredibly emotional decision.”

In an AP article published March 12, Richard Harden, co-editor of Harden’s restaurant guides said, “Heston Blumenthal is the only U.K. chef who is, on a worldwide level, of any interest as a chef. My hunch is the ‘no such thing as bad publicity’ aspect of this will outweigh any negative.” For Blumenthal, I’d add that he turned otherwise bad publicity into good publicity by showing the kind of business owner and chef he is.

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Welcome to PR Buzz!

While celebrating Fineman PR’s 20^th anniversary, I have not been as revved up about my profession and its future as I am today. I’m surrounded by a new generation of PR pros, and we’re all enthusiastic to get this blog going. Our goal is to engage with and learn from the expanding sphere of public relations, communications and ideas as they evolve online. Here’s what I’m looking forward to sharing and discussing:

• Dialogue 2.0: Radically new methods of communicating to large numbers of people but with more intimacy, immediacy and cost-effectiveness than ever before.
• Entry-Level Experts: Young people just starting out in their PR careers who immediately contribute with new media savvy.
• Measurement Demystified: New and completely credible ways to measure the value of what we provide for clients.
• Managing Brands: Increased awareness for the need to address consumer confidence and reputation which, unfortunately, comes as a result of food scares, child product toxicity, a dour economy and financial shenanigans.
• Value Adds of PR: Recognition for the value of what we do as public relations professionals, plus a new appreciation for monitoring and trend watch, scenario planning, community relations, jumping on issues before they’re issues with strategic and well prepared communications.
• Comunicaciones Multiculturales: The need for more specialized, culturally relevant outreach to Latino and other minority communities.

“All these things,” as our California Governor Arnold S. might say, gives me a real pride in the profession of public relations, in the value it has for organizations everywhere and in my own and my agency’s ability to contribute. One of the new ways we’re hoping to contribute is this blog. We hope to regularly bring you thought-provoking posts that tell you a little bit about who we are. And more than anything, we want to participate in the conversations taking place all around us – have opinions, share ideas and hear what other people have to say in order to make ourselves better, wiser PR practitioners.