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More on press releases, newsjacking

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Last week, Marketing Monday focused on press releases. I ran across a great article with links to several other resources on the topic that I think are helpful in a couple of ways. First, these should give you additional clarity and insight on what news is worthy of the “blanket” press release. Second, and more importantly, these resources give you ideas on how better to package and share your business/non-profit news through a variety of methods.

Robin Samora’s headline about the current state of the press release tells us this is a question with which movers and shakers in the public relations and marketing industries are still wrestling. To me, a definitive answer is less important than the helpful ideas created by exploring the question.

In last Monday’s post, I pointed out that some readers might find my opening thoughts cynical. Check out Mike Butcher’s comments and you might think I was incredibly restrained. A couple of things about his piece: First, he’s very frank and his language is PG-13. Secondly, although his comments are solid and important, keep in mind his “beat” is the worldwide high-tech market. (Butcher is editor-at-large of TechCrunch, and according to the UK’s Daily Telegraph, is one of the 50 most influential Britons in tech today.)

My point? The author is a big deal, but he’s not the editor of your local paper or the business/non-profit reporter. Don’t let his no-nonsense style intimidate you from trying to build a good working relationship with the appropriate media reps in your area.

Last month, I shared a cautionary article from Spokal about newsjacking, which they define as “the process of leveraging trending news to elevate your brand’s message.” The death of musician Prince last week paved the way for hits and misses for a few big brands, and presents a good opportunity to review Sarah Burke’s post.

On the “hit” side was Chevrolet, maker of the legendary Corvette. Overwhelmingly, Prince fans approved of the tribute. Why? “Little Red Corvette” arguably was the song that vaulted Prince into the stratosphere of a music superstar. That direct connection, and the respectful tone of the ad, led fans to give Chevy “permission” to do a little gentle plug for the brand. The ad gave the impression that Chevy was grieving right along with fans.

Thumbs down went to Cheerios, and Hamburger Helper, among others, according to a rundown from Adweek. Obviously, The Purple One never wrote songs about either of these products. Adding insult to injury, in my opinion, is that both products are ordinary, even thrifty (dare I say “cheap”?) fare. “Ordinary” is about the last adjective to describe Prince. Both posts are naked attempts to capitalize financially from the death of a celebrity. Even though the companies removed the posts fairly quickly, damage was already done.

The Adweek piece includes several tributes from Minnesota-based companies/concerns. Like Chevy, there’s ownership here because Prince was a lifelong resident of the city and great promoter of the local music scene.

The lesson here is to look, hard, before you leap on a bandwagon pulled by breaking news. Like Chevy, it could work in your favor, but discuss the pros and cons with people you respect before you post. With social media in particular, it’s nearly impossible to un-ring the bell. An Escape key won’t do you much good. If you need some advice, give me a call, I’d love to help.

What to do when your message falls short

Dartboards with three darts missed off

Johnny Carson, longtime host of The Tonight Show, was the master of self deprecation. When a joke bombed, he didn’t steamroll on to another, he’d linger in the awkward silence, as if paying penance. (See 3:17-4:00 in this Christmas monologue.)

Audiences enjoyed his discomfort and loved him all the more for being humble and human.

No one enjoys feeling foolish, but acknowledging that a message has missed its mark is preferable to simply repeating it over and over with no changes.

Consider the case of presidential candidate Marco Rubio in this montage posted by Time following one of the debates last month. It’s possible Rubio’s initial message landed for some people, but I think the constant and unchanging repetition short circuited any benefit it may have had given the senator in his bid for the White House.

For those of us outside the national spotlight, it’s still possible to feel the heat:

  • Maybe that holiday tie-in wasn’t such a great idea for a newspaper ad or social media promotion. (Check out this great article from Sarah Burke on Spokal about newsjacking.)
  • Although accurate, the news story mentioning your business or non-profit fell short in some way.
  • The speech you gave to the civic organization yielded yawns instead of support. (It happens.)

How should you respond?

Own up to your errors. If you’ve lost your temper or simply said or published something thoughtless, own up to it. Although context is important, try to apologize without re-stating the offensive or erroneous information. Consider asking a professional for assistance. Don’t compound the error or controversy with a sloppy response.

Hold others accountable for their mistakes. If the news story contained errors, contact the reporter and ask for a retraction/clarification. Keep in mind that it will be more difficult to convince them that they have left out important information, but depending on the circumstances, it could be worth your time to meet with the editor. Letters to the Editor and polite, concise posts on the newspaper/station social media accounts can be effective to tell the rest of the story. If the issue is too complex to be brief, write a blog post and link to it from a comment on the media outlet’s social networks. A scripted and well delivered video on YouTube could be very effective, too. Again, get professional assistance if this is a controversial issue. Don’t play the victim or get defensive, just share the facts you know are needed to give the public a clear picture of the situation in question.

And the yawns? Invest time in practice and research. Speeches, purpose/position statements, interviews and Q&A sessions will go much more smoothly with preparation. Despite what we have seen on the campaign trail recently, this isn’t about stocking up on quips and insults to try to make your competition look bad, or to get payback for a wrong. Get facts from respected sources, including your own people, on why your business, non-profit or position on an issue is best.

For speeches, nail down a length from the venue organizer. In general, for Q&A sessions, set a goal for 15-second responses for most questions. Even shorter is better but avoid one-word answers by anticipating the follow-up question, “why.” Keep in mind that after a minute, eyes will begin to glaze over and ears will begin to tune out. Use a stopwatch as you practice. You’ll be surprised how much info you can share in just a few seconds.

Humor often works but avoid sarcasm, which can be misunderstood, and negativity. Often it is best to let your supporters come to your defense rather than attempt a biting comeback on the fly. Remember your goals for delivering the speech, granting the interview, publishing the post, running the ad. Here are some good, common sense tips from Mind Tools on “thinking on your feet,” that can help when you are feeling the pressure.

The Greek proverb, “know thyself,” is profound beyond an individual’s confidence in his or her identity. It is a great reminder in marketing and communications to stay focused on your stated mission. This goes beyond a slogan or even a mission statement. It requires as much thought, research and preparation as refining your product or service or expanding the reach of your non-profit’s good work.

Remember this exercise from Small Business Promotion, I posted a while back? If your message is missing its mark this is a great way to go back to the drawing board.