Wednesday, December 9, 2015

The Most Wonderful Time of the Year

It’s the most wonderful time of the year, and the busiest shopping time of the year! Retailers and brands are competing for consumer’s attention. During this shopping season, it is vital for your company to properly communicate its key messages. One way to deliver these key messages is through social media channels. Social media provides brands and retailers the opportunity to connect directly with customers through online engagement, allowing for a more personal shopping experience.

According to Research Industry Voices, 28 percent of consumers will follow certain retailers/brands on social media to keep an eye out for sales, promotional codes and deals. Additionally, 22 percent will follow retailers/brands on social media to find out what’s popular to get ideas for gifts. This is precisely why leveraging mobile and digital marketing to the fullest extent is crucial during the holidays.

Many brands are using unique approaches through social media channels to increase sales during the holiday season. Social media campaigns included in the mix this holiday season include contests, holiday cards and social giving. Once specific company that has embraced digital assets for its holiday campaign is Target. Target combined Snapchat, Facebook and Instagram for its 2015 holiday campaign, increasing its social budget by 30 percent compared to last year.

The efforts you put forth online and on social media should be mimicked in-store as well. The growth of online shopping does not discount the in-store shopping experience. Brands still need to invest dollars on in-store employees and processes to keep shoppers happy and ensure their customer’s in-store experience is as seamless as their digital experience. With the holiday season in full swing, companies must review their online and mobile presence, launch holiday campaigns highlighting special deals and promotions through social channels and ensure all content is authentic and conveys the holiday spirit.


Thursday, December 3, 2015

Zuckerberg Shares His Wealth

The same young billionaire that created the sharing social networking platform Facebook has decided to share more than a status update. Facebook’s co-founder and CEO, Mark Zuckerberg, along with his wife, Dr. Priscilla Chan, pledged to donate 99 percent of Zuckerberg’s company shares after the birth of their daughter in late November. Facebook is currently worth $45 billion, Zuckerberg promising to give away the majority of his share during his lifetime. This extreme generosity supports their goal of advancing human potential and promoting equality.

In an open letter to their newborn girl, Maxima, Chan and Zuckerberg share their plans for The Chan Zuckerberg Initiative: “Today your mother and I are committing to spend our lives doing our small part to help solve these challenges. I will continue to serve as Facebook's CEO for many, many years to come, but these issues are too important to wait until you or we are older to begin this work. By starting at a young age, we hope to see compounding benefits throughout our lives.” The initiative creates partnerships and programs focused on solving these challenges in a changing world. Initially, the main focus of these partnerships and programs will be personalized learning, curing disease, connecting people and building strong communities.

Not only is the couple gaining a large amount of media attention after the release of their open letter to their newborn daughter, but they are also highlighting the efforts on a Facebook page specifically for the initiative. With over 48,000 page fans, the page lists the various partnerships they have formed and donations made since 2009. Additionally, the announcement by letter has been shared more than 187,000 times on Facebook with the majority supporters.

In the past decade, Zuckerberg and Chan have already donated more than $1.6 billion. Some of the donations include a $100 million gift to the Newark Public School System, a $25 million donation to the CDC to stop the spread of Ebola and a $120 million commitment to education in the Bay Area.

Unfortunately, some agree the generous move was still not enough to counter the user privacy violations and other negative perceptions held by various Facebook users. Although this was not the goal of Zuckerberg’s initiative, this announcement is still life affirming and will be life-changing for millions. Chan and Zuckerberg can truly make a difference with this scope of work and strong commitment to ensuring their wealth is going toward efforts to accomplish these initiatives.


Wednesday, November 25, 2015

#OptOutside

Before the Thanksgiving food coma even has the chance to take over, millions of Americans will line up to secure their spot at shopping centers everywhere to take advantage of the advertised “doorbuster deals”. Not all retailers will open their doors to welcome eager shoppers on Black Friday. In late October, Seattle-based outdoor outfitter REI announced it would be closing all 143 stores across the country instead of keeping its doors open on Black Friday. Instead, 12,000 employees will receive a paid day off to enjoy the great outdoors. Was REI’s choice to opt out of the retail holiday a poor business decision?

Jerry Stritzke, president and CEO of REI explained the company’s decision to #OptOutside after the announcement was made: “For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth. We’re a different kind of company—and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently. We’re choosing to opt outside, and want you to come with us.” Instead of welcoming crowds of holiday shoppers into their stores, REI chose to emphasize how its organization is different and has value. As one of the most powerful forces in outdoor retailing, the company now urges its employees and shoppers to enjoy the great outdoors instead of losing sleep and money running from store to store.

In November 2014, the National Retail Federation reported Thanksgiving and the day after accounted for $50.8 billion in revenue. Choosing to close doors on a day that promises an increase in revenue may cost REI some profits, but it was not a poor business decision. The decision to close its doors encourages goodwill from customers and higher post-Black Friday sales. Many shoppers have already transitioned to online holiday shopping instead of visiting physical stores to avoid the holiday crowds. 

REI’s approach for #OptOutside is heavily promoted on the company’s social media and website, a countdown to Black Friday even displayed on the homepage of its website. Additionally, a feature on the website allows visitors to share their plans for Black Friday by selecting an image of an activity of their choice. The image is then stamped with a graphic that reads, “On Black Friday, I’ll be Here #OptOutside.” Although the promise of increased profits will be missed by REI, the decision to close stores for Thanksgiving and Black Friday was a successful business decision because of the organized campaign on the company’s website, paid holiday off for employees and the encouragement for others to enjoy the great outdoors instead of participating in the craziness of Black Friday shopping.




Saturday, November 14, 2015

Holiday Trends

Now that Halloween is over, the holiday season is underway and building momentum as many begin to prepare their gift lists. Consumers are at the ready to spend millions this holiday season. As they open their wallets to take advantage of the deals and spread holiday cheer, it is important for retailers to recognize the consumer shopping trends ruling the season of spending.

With a $630 billion season ahead, retailers are preparing their holiday season marketing plans. According to the National Retail Federation’s Holiday Consumer Spending Survey conducted by Prosper Insights and Analytics, consumers celebrating Christmas, Hanukkah and/or Kwanzaa will spend an average of $805.65 on food items, decorations, gifts and more over the holiday season. This is the highest amount seen in the survey’s 14-year history. Spending on gifts for family members will total $462.95, up from $458.75 last year and also a survey high.

Holiday shoppers are looking for options that save them money and time but still provide plenty of value. Many consumers will take advantage of the deals and discounts during the holidays on merchandise that has little or no connection with the season. For example, many consumers will be spending on new clothing for themselves or for their kids as well as updates for their home. Retailers should utilize this trend in personal spending by ensuring gift items as well as personal items are discounted.

This season, approximately 46 percent of holiday shopping will take place online. With this in mind, retailers should place these omnichannel offerings upfront both online and in stores. Mobile is the fastest growing channel for holiday shoppers, especially for browsing and buying. Additionally, 47 percent of holiday shoppers ranked free shipping and shipping promotions in the NRF survey as a key factor in deciding where to do their shopping during the holiday season. ‘Tis the season to be spending. Retailers are preparing for the 2015 holiday shopper with discounts and digital as a focus.



Wednesday, November 11, 2015

Chipotle E. coli Outbreak

Chipotle cravings in the Pacific Northwest were unable to be satisfied due to a recent E. coli outbreak. Customers in Washington and Oregon reported illness after their meals at the restaurant. With this outbreak comes an opportunity for Chipotle to show its commitment to food safety and quality for its customers. So far, the damage control for its reputation after this occurrence has been focused primarily on the safety concerns for consumers, but the company is placing PR as a priority as well.

State health officials in Washington and Oregon reported 22 cases of customers with E.coli bacteria. The source has been linked to six Chipotle Mexican Grill restaurants. Fourteen people have been hospitalized and this prompted the Denver-based chain to suspend operations at dozens of locations. A smart move on Chipotle’s part, the company chose to be proactive and update the media immediately after making the decision to suspend operations. Chipotle managers also informed state health officials that they would voluntarily close all restaurants in the affected areas until further notice in an effort to prevent further harm to its customers.

According to company spokesman Chris Arnold, 43 locations in Oregon and Washington have been closed temporarily: “We immediately closed all of our restaurants in the area out of an abundance of caution, even though the vast majority of these restaurants have no reported problems.” Although the closings are causing losses for the company, its concern for the wellbeing of consumers is larger, showing its commitment to quality and safety.

Chipotle Mexican Grill is working to prevent any further problems while keeping its consumers updated on the situation on its website and social media platforms. Consumers looking for information and reassurance that the food they are purchasing is safe to eat are happy to see the frequent updates and the overall sentiment on social media is positive and encouraging as the company takes the necessary steps to isolate the issue and fix it. The responsibility exhibited in the decision to close stores and the transparency the company has upheld is proof that damage control is vital if a company wants to come out on top after a reputation damaging crisis.




Wednesday, November 4, 2015

The Public Relations Profession

What do Jerry Maguire, Samantha Jones and Olivia Pope have in common? They are the characters many people think of and misconstrue as true public relations practitioners. We’re not “spin doctors” and we’re not glorified party planners, so what are we? What is public relations?

There are many definitions out there for PR, but I tend to stick to PRSA’s definition: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. With technology, social media and communication in general growing and times progressing, companies are searching for the adaptability, skill and knowledge of a PR professional to help them move through the noise and get a clear message to the audience.

Many portrayals of public relations practitioners are inaccurate because unfortunately, PR has a problem with PR. PRSA and PRSSA work to resolve this problem by advocating for the highest ethical principles with a strong Code of Ethics and diversity in the profession. The PRSA Code of Ethics advises professionals to:
  • Protect and advance the free flow of accurate and truthful information.
  • Foster informed decision making through open communication.
  • Protect confidential and private information.
  • Promote healthy and fair competition among professionals.
  • Avoid conflicts of interest.
  • Work to strengthen the public’s trust in the profession.
Not only should professionals follow these code guidelines, but also PRSSA members as we work to prepare ourselves for the public relations profession after graduation. Adhering to these principles and core values shows professionalism and advances your success.


Tuesday, October 27, 2015

PRSSA National Conference

The PRSSA National Conference is just around the corner! A group of students from Ohio Northern University’s PRSSA Chapter is preparing to attend conference in Atlanta, Georgia. The conference will be held November 6-10 and the theme is Rethink | Rebuild | Renew. Not only is National Conference a networking opportunity with thousands of public relations students and professionals, but it is also the time to announce the award and scholarship recipients for individuals as well as chapters across the nation.

The Ohio Northern University PRSSA Chapter has been a recipient of the prestigious Star Chapter Award every year since the inception of the award in 2009. The Star Chapter Award recognizes chapters of any size for meeting specific chapter and professional development goals.

The requirements are outlined on the PRSSA website and include 8 of the 10 listed:
  1. Initiate and complete at least one community service project.
  2. Strengthen your relationship with your PRSA sponsor Chapter.
  3. Give attention to ethics in at least one Chapter meeting.
  4. Confirm that at least one Chapter member applies for an individual National PRSSA scholarship or award.
  5. Confirm that your Chapter applied for at least one national PRSSA award.
  6. Conduct a high school outreach session and/or promote Affiliate membership to a nearby community college.
  7. Confirm attendance by at least one Chapter member at National Conference, National Assembly, a Regional Conference or Leadership Rally.
  8. Gain positive attention for your Chapter in at least one campus or community publication or community publication or other media.
  9. Extend an invitation to students/faculty from other disciplines to attend at least one Chapter meeting.
  10. Confirm that at least 10 percent of your graduating seniors applied for PRSA Associate Membership. Chapters with fewer than 10 senior members need to confirm one application.
Meeting these requirements throughout the year is only possible due to the tremendous commitment and hard work exemplified by each PRSSA member. As the president of ONU PRSSA for the past two years, I am looking forward to National Conference because I believe our Chapter is deserving of this award again this year. To be one of the two PRSSA chapters that has received the Star Chapter Award every year since its inception is an incredible honor. I am crossing my fingers that this year is a winning year for our Chapter again!




Tuesday, October 20, 2015

Pumpkin Obsession Good for Retailers

Autumn has brought beautiful changing leaves, cooler weather and pumpkin everything. Americans are obsessed with the big orange squash and not just for their carved jack-o’-lanterns. Pumpkin flavoring is creeping its way into hundreds of foods, drinks and other products. This overindulgence of pumpkin inspired products should not have retailers complaining as pumpkin products account for millions of dollars in sales each year.

According to Nielsen, pumpkin products accounted for $361 million in sales in the last year alone. That’s a 79% increase since 2011. Pumpkin pie filling still dominates the market with $135 million in sales each year, but other top pumpkin-flavored products include cream, coffee, alcoholic beverages, baking mixes, body lotions and sprays, candy and air fresheners. The list doesn’t end there. Unusual products added to the mix include pumpkin-flavored dog food, oral hygiene and gum, each product bringing in sales of $12.9 million, $1 million and $970,000.

Although the pumpkin obsession accounts for millions in sales each year, these numbers do not account for sales of fresh pumpkins. According to the National Retail Federation, sales of fresh pumpkins have been declining, with unit-sale losses in 2011, 2013 and 2014 accounting for 8.6 million fewer pumpkins sold. Consumers are overlooking fresh pumpkin as an option to satisfy their craving, instead opting for indulgent pumpkin spice treats, flavorings or fragrances.

Marketers have recognized this trend and utilize the seasonal return of the flavor to entice consumers. The anticipation for the flavor’s return and seasonal aspect provides marketers with the opportunity to appeal to consumers with these messages. Pumpkin spice lattes are no longer the only option to satisfy the pumpkin everything craving during the fall season. The variety of pumpkin products are increasing sales for retailers and satisfying America’s pumpkin obsession as the trend continues to grow and become an integral part of fall diets.


Wednesday, October 14, 2015

ABC Family Introduces New Name

Purposeful and focused change can help a brand go from good to great. Since 2001, the cable and satellite television network ABC Family has offered family-oriented programming aimed at a large target audience. Showing many Disney movies and other wholesome films, ABC Family has gained a strong brand personality of sensible and conservative. As the network has grown and evolved over time, more secular programming was featured with a mix of recent and classic family-oriented television show series and movies. I think it’s safe to say the networks programming is no longer suitable for all members of the family. Even the slogan “A New Kind of Family” does not uphold what many would define as family values.

The network recently announced its rebranding efforts to reflect the evolution of the company. Coming this January, ABC Family will be reintroduced with the name Freeform. The company decided on this name because it felt the new name would appeal best to its target audience of younger adults currently heading out into the world and experiencing their firsts: first jobs, first loves, first homes, etc. Repositioning the network will not change the focus or the programming mix, but instead will give viewers a better idea of the company’s evolving brand personality.

Many nonviewers have expressed concerns over the content in the current programming on a labeled family-friendly network. Some of the programming includes murder mysteries, series about transgender transformations and gay relationships. Although this kind of programming is frequently seen on other stations, the word “family” in the channel name ABC Family has caused some uproar with nonviewers who do not feel the programming is appropriate for their family, specifically their younger children.

The rebranding efforts seek to combat the misleading name. As it moves towards edgier and less family-friendly programming, ABC Family, or Freeform, seeks to capture the attention of its target demographic and break the ties holding it back from more secular programming. The network said it plans to double the amount of original programming over the next four years and the name change will help the program progress into a more accepted modern media brand.


Thursday, October 8, 2015

Writing for Progressions

I recently had the opportunity to write for Progressions, PRSSA's blog. This blog is a way for PRSSA members to talk about professional issues in our industry, offer advice to other students and share resources. Since October is PRSSA/PRSA Relationship Month, I wrote a blog entitled Best Practices: Building Better Relationships with Your PRSA Sponsor Chapter. I highlighted how Ohio Northern University's PRSSA Chapter maintains mutually beneficial relationships with the members of our PRSA sponsor chapter through professional mentors, speaking opportunities at meetings and networking opportunities. It is comforting to know with PRSSA you have professionals willing to help you grow and guide you through the growing field of public relations. Happy PRSSA/PRSA Relationship Month!


Tuesday, September 29, 2015

Get It In Gear Volkswagen!

In public relations, you often hear the importance of transparency and honesty. If a company does not uphold these values, it is bound to face issues with its publics. A company that is currently learning the importance of honesty is Volkswagen as it faces a growing crisis involving dishonest claims about its diesel cars emissions. When U.S. regulators claimed the German company had programmed some 500,000 vehicles to emit lower levels of harmful emissions in official tests than on the roads, millions of people from all around the world lost trust in the brand. Volkswagen has a long road ahead as it faces this global issue and the ramifications to the automotive industry as a whole. 

Volkswagen confessed to the U.S. Environmental Protection Agency it was responsible for installing software in some of its diesel-engine vehicles that enabled them to trick regulators into believing the cars met the appropriate emission standards. This scandal has the potential to cause extreme damage to the automaker, facing a total of $18 billion in fines for its violation of emission standards on approximately 500,000 diesel cars. In the U.S., Volkswagen has apologized, ordered an external investigation and promised to set aside $7.3 billion to cover the recalls and other damage-control efforts. Rebuilding customer trust after this damaging blow to its reputation will be difficult and take time. Volkswagen Chief Executive Martin Winterkorn made a formal apology, stating the company’s commitment to its customers, employees and the public as it works to fix the problem and be as transparent as possible throughout the process:  

"Millions of people all over the world trust our brands, our cars and our technologies. I am deeply sorry that we have broken this trust. I would like to make a formal apology to our customers, to the authorities and to the general public for this misconduct. We will do everything necessary to reverse the damage. And we will do everything necessary to win back trust – step by step."

As Volkswagen moves forward and makes efforts to fix the technical issues, authenticity and transparency will be key. The world has been impacted by this scandal and winning back consumers’ trust will not be a simple task. Volkswagen’s reputation of reliability, efficiency and trustworthiness is at stake as this deceitful situation unfolds. How the automaker handles this crisis will change the way the company is viewed by the general public forever. Honesty is the best policy, especially if an entire industry is depending on it. I believe this scandal will be a popular public relations case we will see studied heavily in the future due to its impact on a global level.  


Wednesday, September 23, 2015

Payments Through Facebook Messenger

Facebook recently introduced a new tool for users, allowing them to quickly send and receive money from their friends via Facebook Messenger. This is a convenient way to exchange money between friends, family or anyone else you choose that you are friends with on Facebook! This new Facebook capability is similar to tools like PayPal, Venmo or Square Cash. Here’s how it works:

To send money:
1.     Start a message with a friend
2.     Tap the $ icon and enter the amount you would like to send to them
3.     Tap Pay in the top right and add your debit card to send the money

To receive money:
1.     Open the conversation from your friend containing the money
2.     Tap Add Card in the message and add your debit card to accept money for the first time

For those concerned about security, don’t be! Facebook has this covered. Once you add a debit card in Facebook payment settings, you can create a PIN to provide additional security the next time you send money. You can also enable Touch ID on iOS devices as an additional security measure. If you are still worried about security, you can always add another layer of authentication to your account at any time.

In an organizational setting, this tool could be utilized when rewarding brand advocates during specific social media competitions as an incentive for their participation. Customer surveys could be incentivized through Facebook chats with small monetary bonuses for customers after completion, contributing to the brands efforts to continue growing and improving after receiving feedback. Additionally, this tool could be utilized by an organization if a customer leaves a negative review. The organization could use this tool to reimburse the money if it is a valid complaint in an attempt to mend the relationship. These efforts could create brand advocates because the customer felt the company was taking responsibility and listening to their concerns.


Sending and receiving money via Facebook Messenger is easy, free, convenient and secure. Facebook has fraud specialists monitoring at all times for suspicious activity to ensure your account is safe. Currently, this tool is mostly for personal use because it can make the exchange of money between friends much easier. For example, the tool can be used for rent or utilities between roommates or paying someone back for a meal. Overcoming member security concerns will be the largest challenge for Facebook. Organizations will be able to utilize this tool in the future after the general Facebook members have a better understanding of the full benefits of this new money exchange channel. 

Thursday, September 17, 2015

Blue Bell Defuses PR Crisis

In this day and age, it is virtually impossible to avoid reputation-damaging instances. With the rise of social media and instant communication, news travels faster and farther than ever before. Organizations must learn how to protect themselves from damaging blows to their reputation and work to regain customer trust in light of a negative situation. Sometimes it is difficult to gain trust after a company’s reputation has been damaged. BlueBell Creameries is experiencing this challenge to this day.

Texas-based Blue Bell Creameries took a damaging blow to its reputation when the company was required to recall products due to a listeria contamination. The safety concerns were widespread enough that in addition to the recall, new procedures and training to clean the plants were implemented. Blue Bell was forthcoming with information and exhibited responsibility by pulling the items from store shelves. Although a crisis situation, this was also an opportunity for the company to reinforce its values, reputation and commitment to customer safety through improved procedures for the future. Customers tend to be forgiving of a damaged reputation when the company is apologetic and ready to take aggressive actions to resolving the issue.

In the face of this crisis, media representatives at Blue Bell were given a difficult job. The crisis management team worked to fix the situation and they offered frequent updates on the improvements to sanitation and testing. The company utilized social media to reassure its large and loyal fan base by posting a stream of Twitter and Facebook updates. Being transparent and keeping the public updated on the situation proved Blue Bell was forthright and authentic about this dangerous situation. Despite this damaging blow to its reputation, Blue Bell Creameries is working diligently to fix the issue and prevent any future danger to customers.


Thursday, September 10, 2015

Ego or Enthusiasm for President?

Republican presidential candidate Donald Trump has reached 32% support, according to the new CNN/ORC poll. This boisterous business billionaire continues to gain ground in the race for the Republican nomination with retired neurosurgeon Dr. Ben Carson in second place with 19% support. What’s the difference between Trump and Carson? Trump has a major ego problem in need of fixing if he expects to be a viable Republican candidate while Carson’s likability factor contributes to his close second in the polls.

Both candidates are new to the political scene and America likes this factor. We are looking for real results and these candidates intrigue us because they seem determined to finally invoke real change. Their previous careers bring a different perspective and this is appealing. The problem Trump faces is a reputation crisis. Instead of focusing on the real issues at hand, he touts his endless wealth as a reason he should be elected president, insults immigrants, denounces news reporters and shows absolutely no signs of vulnerability or authenticity. Focusing on ego management has the potential to represent Trump, as a person and a candidate, in a completely different light. Maybe he should take some pointers from the doctor!


Reputation is everything. Carson is proving he has the humility and determination to continue successfully in the race. People want to like their president and let’s face it, not many people like Trump because his ego gets in the way of what truly matters. If Trump could show even a small level of humility, accountability and consistency, potential voters and the GOP might begin taking him more seriously. His notorious remarks are keeping his face in the news, but at the price of damaging reputation blows to himself as well as the GOP. Donald might want to keep an eye on Carson because his likability factor trumps the boisterous business billionaire’s enormous ego. (Pun intended.)