Creative Public Relations for a Digital World

Al Ries’ recent column in AdAge, “When It Comes To Names, Corporations Just Aren’t People” got me thinking about the PR of brand nicknames. Corporations may not be people, but their brands can get pretty darn close. That’s why “pet” names for products and companies can be powerful, from the classic shorthanders like Coke and AmEx to the more creative “Tar-zhay.”

Truly organic brand nicknames are rare. They speak to a bond between brand and customer that usually takes years to develop. Or they can be the sign of an insider, like how journalists and PR people will say “WaPo” or “the FT.”

To have staying power, the brand name has to feel authentic and grow out of consumer usage.  That’s why RadioShack’s nom de cool, “The Shack” didn’t gain traction. It just wasn’t how anyone thinks or talks about the stores. And though most consumers would recognize “Citi” as Citibank, few would use the nickname with affection. I’m still not sure about “Brown” for UPS. That’s trying to nickname a nickname, and it never felt quite natural.

In Ries’ view, J.C. Penney is also vying, – wrongly, he says,  for nickname status with its new ad campaign and redesigned logo that features only its initials. I disagree. Penney’s (now, that’s it’s true nickname) does sport a new look to announce its “Fair and Square” pricing strategy. The red, white, and blue brand evokes patriotism, and the initials inside the square suggest…well, fair and square. Makes sense.

It may be following Target’s pricing and marketing strategy here, but I disagree that it’s going for a cutesy nickname. It’s all about a friendlier, more helpful brand image and a move back to sensible pricing, nicely underscored by Ellen Degeneres in the only ads I stop my DVR fast-forward to watch.

There are better and more natural candidates for perpetual nickname-dom. One that’s nearly there is Dunkin Donuts. It’s been using “Dunkin’” in its tag lines, though not exclusively, and it feels right. Another is Trader Joe’s, which, since its incursion into Manhattan has not only threatened my loyalty to Whole Foods, but had me shortening its moniker to “TJ’s” in no time.

A brand nickname is, above all, a gift. As 99% of marketers know, it’s never a good idea to fight a name born of affection or even nostalgia. General Motors found out in a hurry that it shouldn’t mess with Chevy after its effort to legislate the use of “Chevrolet” crashed and burned a couple of years back. You can’t force it if it’s not happening; but when it does, by all means, don’t get in the way.

Since the primaries began, I’ve been thinking about the PR strategies we’ve witnessed so far during this election season. On the surface, campaign PR doesn’t offer many similarities to corporate and brand communications. After all, it tends to be more localized, more combative, and, recently, shockingly negative. Yet, campaign 2012, as well as the ones that preceded it, holds learnings for PR pros.

Narrative trumps policy. Many believe Barack Obama was able to win in 2008 because his narrative of hope and change was more compelling than John McCain’s warnings about a dangerous world and the need for experience at the helm. An inspiring story is worth a thousand policy statements. For my money, Herman Cain was the master of narrative (while he lasted), with Rick Santorum trying hard to weave a strong story of his own. Marketing and corporate PR professionals are increasingly harnessing the power of storytelling for our clients. Whether a product, corporation, entertainer, or service, we need to take our audience on a “hero’s journey” through challenges and changes to arrive at a new destination.

Speed counts. No one’s more conscious of this than a political operative. With pundits parsing every word and opposition specialists ready to pounce, a rapid response machine is a critical survival skill. We’ve seen how a small slip, poor turn of phrase, or slow reaction can lose the news cycle for days. (See: Mitt Romney, “I’m not concerned about the very poor.”) Brand PR pros can learn from the typical “war room” setup pioneered by James Carville. When hit with the unexpected, respond early and respond often.

Mobilize allies and advocates. Using friends and third-party allies to evangelize is a classic PR strategy, but campaign pros probably do it better than anyone. The late Michael Deaver set the bar when he created a “message of the day” strategy for the Reagan White House, which literally had every level of representatives saying the same thing. Message consistency is more important than ever in today’s fragmented media environment. Here, Romney holds the advantage, as local governors and representatives have increasingly fallen in line for the candidate.

Keep it simple. Have we forgotten “It’s the economy, stupid?” Or Herman Cain’s “9-9-9″ tax proposal? The reality is often complicated, but no one wants to hear it. We see this often in technology PR, where engineers and product specialists can get caught up in the back-end explanation of product superiority. Don’t try to explain the technology, detail the solutions, or list all the features. Just tell me why it’s awesome.

Authenticity counts. Politics is about real people, and no amount of packaging, prettifying, or spin can hide the individual’s true essence. Romney runs into trouble when he tries to act like a regular guy, because he’s simply not. That’s why his best moment may have been the Florida debate, where, helped by a new coach, he forcefully defended his wealth and success. The best positioning nearly always builds on what’s real.

For PR pros, the best is yet to be. The final match-up is bound to offer more communications lessons for all of us.

Defining PR has always been a challenge, even to those of us who work in it. Just ask the Public Relations Society of America, which is concluding a lengthy search for the perfect “modern definition” of what we do.

Like many professions, it’s changed, grown, and become far more specialized in recent years. But myths and false stereotypes abound. I’ve written about the most persistent ones here, like the confusion between PR and publicity, or the suggestion that PR is advertising “lite.” But, there’s more! Here’s a short list of my current favorites.

Any press is good press. In the age of reality TV, this is one myth that’s less ridiculous than it used to be. It may even hold true if you’re Snooki or Kim Kardashian. But probably not. Risky stunts or tasteless tweets can be costly. More to the point, negative publicity is much more challenging to manage today. The Web is forever, so that unguarded quote or nasty headline can do lasting reputation damage.

PR is all about contacts. Not really. Contacts are overrated. They can help you gain a hearing, and generate valuable feedback on a story idea or pitch, but contacts alone won’t get you very far unless the idea’s a good one.

Startups shouldn’t hire PR consultants. This is a topic of raging controversy in PR-land. Some larger-than-life entrepreneurs have gone on the record against the use of professional PR by start-ups. Most recently, Mark Cuban explained that reporters just want to talk to a business owner, without interference from PR types. And in Cuban’s case, that’s probably true. Problem is, most new entrepreneurs aren’t Mark Cuban.

Journalists hate PR. The reality here is, well, complicated. Suffice to say that the PR-journalism relationship is a symbiotic, cooperative, and often collegial one, but there can be tensions. At present, many journos are trying to get jobs in PR, which may have calmed the waters, just as it’s reinforced another stereotype. (see below)

The best PR people are ex-journalists. This one’s open to debate. In my view the best PR people are strategic thinkers and excellent communicators who understand business, but who are plugged into trends, culture, and media. So, many journalists may qualify. Yet the difference between running down stories in a newsroom and counseling a corporate client are vast.

A good story will sell itself. Sure, that can happen. And sometimes the perfect resume crosses my desk at the very moment I have the right job opening. But not very often.  Packaging, access, and – maybe most importantly, timing – can make the critical difference between publicity success and failure.

PR is about controlling the message. The spin thing is hugely overblown, and PR people do ourselves a disservice when we perpetuate it. Often a PR pro will try to influence a story on behalf of a client, and the process can be like a negotiation, but the outcome is a trade-off. We give up control for credibility. And that credibility is the real magic of publicity.

The Human Rights Campaign’s push for marriage equality follows the PR-savvy methods of similar campaigns, like the It Gets Better project. Boldfaced names from politics, sports, and entertainment star in video testimonials to express support for the right to marry, regardless of gender. The latest videos feature Anna Wintour, the Reverend Al Sharpton, and Lloyd Blankfein.

That’s right, Lloyd Blankfein, Goldman Sachs CEO and Chairman, has publicly embraced a hot-button social issue that, on the surface, has little to do with Goldman’s business. He is, in fact, the first national corporate spokesperson for marriage equality.

It’s an unusual position, particularly for a financial executive. For every Howard Schultz, there are probably a thousand public-company CEOs who shun controversy at all costs. Particularly in today’s polarized political climate, keeping your head down is good risk management.

Or is it? Many have speculated that Blankfein’s position is a PR strategy. But what’s the goal? To humanize the great and terrible “vampire squid wrapped around the face of humanity”? Maybe he was advised to embrace marriage equality because it’s a safe bet, being practically a fait accompli. Or, as Matt Taibbi, the guy who birthed the “vampire squid” meme, writes, perhaps it’s Goldman’s plan to seduce liberals by embracing a socially progressive cause that is risk-free and ”utterly inexpensive.” Could it also be the equivalent of Newt Gingrich’s moon colony — a clever distraction from darker and more complicated issues?

All are possible, of course. But if it’s a PR ploy, it’s an odd choice of issue. And according to news reports, Blankfein is a longtime supporter of gay rights who agreed to the HRC gig after being approached by a Goldman employee who’s engaged in the issue.

I’m as cynical as the next person, but, to me, the whole thing has the earmarks of personal conviction. Not because Blankfein is a good guy or a social progressive (though he may or may not be either), but because he’s a shrewd judge of talent and also serves as Goldman’s Recruiter-in-Chief.  Blankfein is a businessman above all, and what he and his company value over all things is the storied, performance-driven Goldman culture. So, for my money, it’s not really a PR play, but a move that coincides with Goldman’s own interests, and that probably has the additional benefit of being authentic. Imagine that.

Maybe, just maybe, Blankfein wants to send a message that performance is sex-blind, and that non-discrimination is simply good business.

If agency searches are a lot like dating, then long-term client relationships can be a little like marriage. The best are based on mutual trust and transparency, with some occasional renegotiation along the way.

But what if the relationship has gotten a little… humdrum? Worse, you’re taking each other for granted (which may be fine for the client, but it obviously spells danger for any agency or consultant.)

In honor of Valentine’s Day, here are some practical ways to refresh your mutual attraction and spice up the client relationship.

Shake things up. Continuity is a beautiful thing, but don’t get into a rut. Consider swapping out a staff member, or just inviting fresh eyes onto your latest program or idea. New blood can serve two goals; it injects new thinking into your programs and offers new opportunities to staff.

Listen. Like a longstanding couple, we can sometimes stop hearing what a client’s really saying…or, in some cases, what they aren’t communicating. Internal pressures, corporate shifts, personal issues – all can influence an ongoing partnership. If you sense a change in the relationship, schedule a check-in meeting.

Start over. Just for a day. One of my favorite strategies is to throw everything out (mentally) and pretend to be pitching the business for the first time. Invite the client to participate. Sometimes it helps to forget what you think you know.

Embrace planned spontaneity. Set a goal of delivering a new idea or suggestion every two weeks, for example. Let different team members be the messengers. Make things seem spontaneous, but write it into your plans so it happens regularly, without fail.

Mix it up. Do you always email a memo attachment with thoughts and ideas? Pick up the phone instead. (I remember a client praising a young PR rockstar’s habit of calling her with new ideas, as if she just couldn’t stop thinking about their business.) Or pitch your idea over a breakfast meeting, or invite the team over for a whiteboard session. Small changes can have a ripple effect.

Be there. Invite yourself to the client’s office if possible and wander the halls. You always learn something.

Spend time together. Yes, there’s that quality time thing. Go to lunch, dinner, or drinks. Attend a conference together. Go hear an inspirational speaker or just see a show. It does double duty by enabling easy interaction while also giving you a shared experience or stimulating new thoughts.