Wednesday, December 2, 2009
Bloggers-the FTC takes us seriously!
The Federal Trade Commission published guides on endorsements and testimonials in October. Along with guidelines advertisers who use celebrity, experts and organizations to endorse their products, bloggers who review products are now required to disclose whether they receive "cash or in-kind payment to review a product..." For more information on this checkout the FTC's Website at www.ftc.gov/opa/2009/10/endortest.shtm. Check it out.
Friday, February 27, 2009
Issues Management: Capitalizing on the Economy
It appears that the troubled US economy is providing some PR/advertising/marketing opportunities for businesses.
Jet Blue recently ran a full page ad that was a parody of the auto industry execs taking private jets to a Washington bail-out meeting - a really bad PR move. The ad encourages CEOs to fly the economical Jet Blue instead of corporate jets. It's quite clever and humorous. The company is also offering to refund to customers who lose their jobs before their trip. The company's news release says the move is aimed to "boost customers' confidence to book travel in advance..." The initiative is called "The JetBlue Promise Program and it promises to honor "a full refund to anyone who experiences involuntary full-time job loss prior to their trip." (There is fine print to read to determine eligibility. See the company's news release.
Jabil, a multinational corporation, is closing its Billerica, MA facility. In a newspaper ad, the company is offering to help their 315 affected employees find jobs. The ad, which bills itself as "An open letter to our employees, their families, customers and neighbors," states that "For employers wanting to hire exceptionally skilled and experienced employees with outstanding service records, Jabil strongly encourages you to contact our Human Resources Department number listed below."
There's also Leonard Abess, the bank president from Miami that President Obama highlighted in his February address to congress. According to Obama, Abess "took a $60 million bonus, and gave it out to all 399 people who worked for him, plus another 72 who used to work for him." This nation-wide publicity can't hurt his bank's business. At the very least, it enhances its reputation.
Hyundai offers to pay car loans for three months for customers who lose their income. The ad states "If that's not enough time to work things out, you can still bring it back."
I've noticed many ads and TV/radio commercials that use the weak economy to promote their products.
As long as companies don't cross the bridge to tastelessness, I believe these ads might actually help boost the economy. Sales and special offers get people to spend. Buying products helps advertisers, the economy and the media outlets who sell advertising. Tastefully done, these tactics help enhance reputations. By acknowledging hard times, a company can position itself as caring, economically responsible and an all around good corporate citizen. Let's keep a watchful eye on how companies use economic hardships to sell products.
Jet Blue recently ran a full page ad that was a parody of the auto industry execs taking private jets to a Washington bail-out meeting - a really bad PR move. The ad encourages CEOs to fly the economical Jet Blue instead of corporate jets. It's quite clever and humorous. The company is also offering to refund to customers who lose their jobs before their trip. The company's news release says the move is aimed to "boost customers' confidence to book travel in advance..." The initiative is called "The JetBlue Promise Program and it promises to honor "a full refund to anyone who experiences involuntary full-time job loss prior to their trip." (There is fine print to read to determine eligibility. See the company's news release.
Jabil, a multinational corporation, is closing its Billerica, MA facility. In a newspaper ad, the company is offering to help their 315 affected employees find jobs. The ad, which bills itself as "An open letter to our employees, their families, customers and neighbors," states that "For employers wanting to hire exceptionally skilled and experienced employees with outstanding service records, Jabil strongly encourages you to contact our Human Resources Department number listed below."
There's also Leonard Abess, the bank president from Miami that President Obama highlighted in his February address to congress. According to Obama, Abess "took a $60 million bonus, and gave it out to all 399 people who worked for him, plus another 72 who used to work for him." This nation-wide publicity can't hurt his bank's business. At the very least, it enhances its reputation.
Hyundai offers to pay car loans for three months for customers who lose their income. The ad states "If that's not enough time to work things out, you can still bring it back."
I've noticed many ads and TV/radio commercials that use the weak economy to promote their products.
As long as companies don't cross the bridge to tastelessness, I believe these ads might actually help boost the economy. Sales and special offers get people to spend. Buying products helps advertisers, the economy and the media outlets who sell advertising. Tastefully done, these tactics help enhance reputations. By acknowledging hard times, a company can position itself as caring, economically responsible and an all around good corporate citizen. Let's keep a watchful eye on how companies use economic hardships to sell products.
Thursday, February 5, 2009
Is it too late to save Unitil?
Unitil Corporation, the power company in Western MA and NH, that left many residents without power, some for more than a week, has apparently hired a PR firm. It's about time! But is it too late? This company made about every PR blunder a company could make. Public relations is about building relationships with the target audience. Ideally this should happen before a crisis. Theory goes, if your customers like you, they'll be more forgiving during a crisis. How to do this? Contribute to the community. Sponsor youth sports. Create useful newsletters full of energy saving tips and company information. Solicit ideas from customers. Care about the people who pay for your product! Simple stuff really.
The key to successful relationship building is communication! Talk to your customers. Visit them. Instead of tea and sympathy many customers got enormous "estimated" electric bills. I wonder if it ever occurred to the powers that be at Unitil to give those most impacted free electricity for a couple of weeks. It might cost a little money but it also might save the company's neck! Unitil's PR firm certainly have their hands full! Good luck with this one.
Read Boston Globe Article.
http://www.boston.com/news/local/massachusetts/articles/2009/01/28/unitil_gets_an_earful_from_angry_residents_left_without_power/?page=1
The key to successful relationship building is communication! Talk to your customers. Visit them. Instead of tea and sympathy many customers got enormous "estimated" electric bills. I wonder if it ever occurred to the powers that be at Unitil to give those most impacted free electricity for a couple of weeks. It might cost a little money but it also might save the company's neck! Unitil's PR firm certainly have their hands full! Good luck with this one.
Read Boston Globe Article.
http://www.boston.com/news/local/massachusetts/articles/2009/01/28/unitil_gets_an_earful_from_angry_residents_left_without_power/?page=1
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