Author Archives: brianawsngr
No more traditional Press Releases
The traditional Press Release format is boring- simple as that. With the influx of changing technology and web content, journalists are searching for stories in different media. Try to produce effective social media content that catches the eye of news writers. Form relationships with industry leaders and experts, so they may circulate your company’s message. Try to create messages that catch the eye of viewers, journalists and news outlets.
Search Engine Optimization (SEO)
Search Engine Optimization is the usage of search engines as a public relations tool. SEO is making sure that your company or client’s web content is a part of the primary search results, which prove to show the most relevant websites first. The key is ensuring the client’s website is shared, talked about, includes various platforms, and is creatively crafted to show unique and interesting content.
Content amplification will become (even more) critical
Going along with SEO, the content you share should be creative and appealing to your targeted audience. To ensure the content is shared and discussed, you must amplify it to meet the standards of creative content on the Internet today. In this case, amplifying means to increase the quality of your content to meet the demands of the targeted audience and even exceed their expectations. It’s important to provide eye-catching material that will intrigue the viewers and draw them to explore more content. Furthermore, you must learn to share the same message on multiple platforms to reach every single person in your targeted audience.
With the upsurge of iPhones and smartphones in general, PR professionals owe it to their clients to invent mobile content in multiple formats to keep their companies up to date and relevant. Most of today’s phone users are searching material on their mobile devices, therefore, the users should be able to easily scroll through a web page or app for every digital device in existence.
Online reputation management will be necessary
With such easy access to Internet, it’s important that PR professionals keep tabs on their client’s reputation on the big, wide web. Users have ultimate access to comment boards and sharing sites to openly share their opinions to their 1,000-2,000 followers, racking up a large influence among their viewers. Therefore, make sure to always do reputation management, even daily, to get an overview of how Internet users may perceive your client.
Use of paid promotion and social ads will continue to rise
In the past few years, there’s been a small evolution in the way paid advertising works on social media. Influential sites have released options for every day companies to promote their messages and content in the feed of an individual’s main social media page, making it almost impossible to avoid the ads. Studies have shown a huge increase in the effectiveness of the paid promotions over the past few years. Therefore, it’s imperative that PR professionals learn the ropes of the paid advertising world.
SUMMARY of the crisis
In March 2013, Lululemon started getting a bad reputation for their see-through leggings that fell short of the high quality that the brand is usually known for. After much criticism, Lululemon recalled the pants from the shelf and assured their customers that the product would be improved and back on the shelves within 90 days. The company then sent out a press release and an FAQ to provide a source for direct communication through the company and its affected costumers. Although the workout apparel company did a great job handling the crisis, in November of the same year, its co-founder, Chip Wilson, went on BloombergTV to do an interview and undid all the communication efforts of Lululemon’s PR team. He proceeded to blame women’s size and shape for the sheerness of the pants, rather than taking responsibility for the lower quality product. The public erupted with negative comments.
WHAT did the company do?
For the initial crisis regarding the see-through, sheer workout pants, Lululemon’s PR department worked quickly by responding on social media, promising a recall of the product, and an improvement of the technology. They also sent out a traditional and online press release and an FAQ for customer’s direct feedback. During the event, Lululemon remained cool and collected.
After Wilson made insensitive comments on an interview on BloombergTV, the PR team fumbled trying to find a way to recover after the new, influx of negative comments. They posted a video from YouTube to their Facebook page showing an upset Wilson as he apologized for the pain he’s caused to his employees; he didn’t even apologize to the customers he offended or for the lower quality of his product.
Lululemon should have screened and educated Wilson before his appearance on BloombergTV. Also, the PR team should not have waited days to reply to the comments of its customers. It’s important to respond quickly so that more mistakes and crises do not occur as a result of the silence. Furthermore, Lululemon should have owned up to its mistakes. The PR team should have gone over what Wilson was planning on saying on the video to make sure it was effective, or they should’ve had an individual to represent the company to issue the apology other than Wilson. It’s important to acknowledge the customers during a crisis because they are usually the individuals that are most affected by the incident.