#BrandAdvocateFail – I can only assume the lawyers are to blame? lnkd.in/W_FxYe

— Sarah Larcker (@slarcker) May 22, 2013

Was Shakespeare right after all?

When legal strategy contradicts PR or communications strategy, PR usually loses. Typically, it’s in high-stakes liability suits or congressional investigations where avoiding stiff legal or financial penalties is considered more important than brand or personal reputation.

But the Nutella PR mess shows that legal protocol can gum up the works even in far more trivial situations. Which is nuts. It’s enough to evoke the famous Shakespeare quote about lawyers, which, though widely misinterpreted, remains the classic complaint of many for whom legal procedure is an obstacle, including PR pros.

For those on a media starvation diet, the heartburn started when Sara Rosso, an engaged Nutella enthusiast the likes of which most brands can only dream of, launched a campaign to celebrate World Nutella Day. Rosso created a Facebook page that has attracted a community of 40,000.

Instead of thanking their #1 fan, Nutella sent her a cease-and-desist letter. Naturally, the letter prompted a backlash against the brand and its heavy-handed tactics.

To its credit, Ferrero SpA, which owns Nutella, realized its error and retracted the cease-and-desist. It explains the unfortunate letter as “routine procedure in defense of trademarks, activated following improper use of the Nutella trademark within the fan page.”

Well, whatever. The sticky situation just reinforces the importance of bringing together the  communications and legal functions when it comes to brand impact and social media. Why can’t we all just get along? Or at least be present at the table?

Nutella fans are still miffed, so the brand has some more sweet-talking to do to win back their affections. But as Shakespeare also said, “All’s well that ends well.”

That’s why every PR pro must guard against the unscrupulous. Recent Twitter hacks of major brands like Burger King, Jeep and Chrysler show that no one is immune.

With hackers growing more sophisticated by the day, no one can guarantee a 100% bulletproof social account. But we can avoid the kind of sloppiness that invites trouble. Hacks are not only embarrassing in professional circles,  but they can have reputation repercussions for companies and their brands.

Here are some tips for dealing with, and preventing social media mishaps.

Follow good password protocol. Passwords such as “hello123” and “love” are a temptation to mischief-makers. By regularly changing passwords, limiting the number of approved users, and safeguarding your personal email and social accounts, you can eliminate easy security loopholes. Also, never save passwords to your browser; it’s an invitation to hackers.

Be prepared. Have a written and approved set of steps for a social media hack or mistake so you can “nip an issue in the bud” and minimize any damage as quickly as possible. Build in redundancy. For example, make sure that automated tweets can be suspended quickly and easily in the event of a disaster or other breaking news.

Think before you delete. If a questionable update is posted, think before you rush to delete. Sometimes, a deleted tweet just calls greater attention to the situation. A simple correction could be all you need to fix the error; or, if you have caused offense, apologize promptly and sincerely.

Separate your personal and client streams and dashboards. It’s easy to make mistakes (e.g. auto-log in), which is all the more reason to separate your business and personal streams. This helps safeguard your Twitter worlds with an extra layer of security if one of your accounts be compromised, and it reduces the chances you’ll tweet about your wicked hangover on a client’s account.

Double-check vendors. If you use a subcontracter, make sure they’re buttoned up. Every entity contracted to deal with your brand needs written security and content guidelines.

A favorite former client calls PR “the cheapest form of advertising.” Not really. But his comment shows that, even among sophisticated marketers, misconceptions about PR and what we do for clients are still prevalent.

These are the top seven myths that persist about public relations, and a perspective on each.

1. PR is advertising lite. Not so. The two are so distinct that they shouldn’t be compared, and neither is a surrogate for the other. As one pro once put it, the comparison is a little like arguing which is more important to football, offense or defense. Ideally they work in concert.

2. PR is cheap. It’s true that a modest PR program’s cost is probably peanuts compared to a heavy paid media schedule, but it’s still significant. Budgets vary widely. The key is to match the need with the right PR resource and approach.

3. PR is publicity. Sure, media coverage is often an end result of a PR program, but a well-crafted plan starts with a strong strategy. To generate earned media, there’s plenty of foundation to be laid. Overall brand positioning, relationship-building, messaging, etc. – all are critical to a successful outcome. And when the publicity breaks, it’s just the beginning. We still trade a measure of control for credibility.

4. PR is about getting the word out. True, but many marketers don’t realize it’s a two-way street. A successful public relations program is designed to tell a brand or business story, but the PR team should also serve as a source of feedback and intelligence on what customers and influencers are saying and thinking. If you’re not using your PR function that way, you’re not maximizing your investment.

5. PR drives sales. When a prospect says they’re counting on the PR spend to replace other marketing tools and activities, it’s a red flag. Despite exceptions, PR isn’t the most reliable way to achieve demand generation. What it does best is build brand visibility and enhance reputation over time. When it comes to sales, it will often fall short, particularly because frequency is nearly impossible to achieve with publicity alone.

6. PR = press releases. The news stream is important, and well-written releases are essential, but they’re a commodity. Press releases don’t add up to a strategic PR program, and the impact of any one release is likely to be minimal. If you’re paying for news releases, you’re wasting your money.

7. PR isn’t measurable. Actually, it is. But this one’s tricky, for two reasons. One is that the old metrics that gauge volume and outputs, like impressions and ad equivalency, are outdated and inadequate. Again, the comparison to advertising doesn’t truly measure what PR does well.

The second challenge is that the research needed to demonstrate the value of PR’s outcomes can be nearly as costly as the program itself. The good news here is that as social media adoption grows, things like sentiment, message delivery, impact, and action are now trackable.

The notion is that the seven ship passengers stranded on a desert island after what was to have been (sing along if you know the lyrics) “a three-hour tour,” embody archetypes that endure across time, cultures and disciplines like PR, marketing, and advertising.

Ad/marketing wisdom holds that twelve archetypes are useful in brand-building, helping creatives define the personality and character of a brand. Here is a look at a few of the types through some of today’s cultural icons and hot products. See if it helps you write your next PR proposal!

The Hero or Explorer is someone who will have a major impact on the world or help people be all they can be – Rick Grimes on “The Walking Dead” is your basic archetypal hero. A brand like Nike, with its glorification of the athlete and the nobility of competition, is often thought of as a “hero” brand.

The Innocent or Jester is exemplified by that which offers a simple solution to a problem and is associated with goodness, morality, simplicity, nostalgia or childhood. Brands like Dove Soap and Ben & Jerry fit the mold, and Sheldon on “The Big Bang Theory” is a terrific example of an Innocent.

The Sage is distinguished by traits like truth, intelligence, and analysis. It has wealth of knowledge and an urge to share it. This archetype screams Carrie (Claire Danes) on “Homeland”, perhaps minus the bipolar aspects. It evokes brands like PBS or possibly even Google.

The Magician makes things happen. It makes dreams come true but can also be a bit of a manipulator, given its passionate and charismatic ways. Magician archetypes include Walter White on “Breaking Bad” or “Mad Men”’s own Don Draper. Magical brands might be anything from Apple or perhaps Disney.

The Lover archetype, is no surprise, physically and emotionally attractive, passionate and helps people have a good time – put Victoria’s Secret and Godiva Chocolate there and think Sophia Vergera of “Modern Family” as the TV embodiment.

Recognize any of your clients in the archetypes?

Assuming you’re in the majority that does not rank interviewing among your top hobbies, you probably get apprehensive the night before an interview.  The what-ifs can be killer, especially if you’re new to the interviewing scene.  Below are key tips borrowed from PR media training as well as life experience, to help you prepare for, and ace, your interview.

Nail the “tell me about yourself” question. Set yourself up for a successful meeting by “wowing” your interviewer when asked an open-ended question about yourself. Think of three major points you’d like to convey about yourself and your background and memorize them. Then supplement each with anecdotes or supporting points that you can use throughout the session. If you’re a publicist like me, you might list media relations as one of your greatest strengths – take it a step further by sharing an example of heroic work.

Anticipate difficult questions. You’ve agency hopped three times in the last year?  There’s a mysterious time gap on your resume?  Know how you’ll tackle these questions, because they will be asked.  For tough questions, honesty and brevity are always best – if the company wasn’t a good fit, say so.  Follow your response with a genuine reason why you’re interested in this company.

Practice out loud. What sounds good in your head might not sound as compelling out loud, and the last place you want to learn that is during your interview.  Sure, you’ll want to talk about brilliant accomplishments or ideas, but delivery is the differentiator between confidence and arrogance.  Practice reading in front of a mirror, or better yet, in front of an audience. If all else fails, call your mom, whose unconditional love for you will force her to oblige.

Like the company. On Facebook, that is. And follow them on Twitter.  And Pinterest.  Many companies have a newsletter and/or blog – sign up for it.  Social media is a great way to obtain information that can’t always be found on the company website, including icebreakers like sport team favorites.

Prepare intelligent questions:  Always have questions.  I once met with someone who rocked the interview until I asked “Do you have any questions?” and the candidate said “no.”  Really, nothing?  So you’re telling me you know EVERYTHING about this agency and this position?  This was a red flag that may have signaled a lack of interest. To play it safe, prepare roughly ten carefully thought out questions (in case some are answered during the interview).   NEVER ask about salary or benefits until later in the game.

And finally, remember that it’s just an interview: Think back to a time you were mortified beyond belief.  Chances are this interview pales in comparison.  Even if this is your dream job, the worst thing that can happen is you bomb the interview, learn from it, and move on.  And, you’ll have a funny happy hour story.

Graduation season should be joyful, but in the past few years, the media coverage has been dominated by slim employment prospects, hefty college loans, and depressed salaries. Yet things are looking up; for one, the public relations industry is booming, and new grads know it.

As the resumes pour in, here’s my (updated) post with tips for finding a job in an agency or corporate PR department.

Work your contacts. Ask everyone you know for either one name or one piece of advice on landing a meeting. Don’t ask for a job, ask for insight about the industry. It’s much harder to turn that down, and your goal is to make connections that lead to more connections.

Work your interests. If you fall short on contacts, think about what you may have in common with hiring managers or agency executives. Social media is your friend here. If you share a school tie, hometown, or favorite TV series with a prospective employer, lead with that in your approach.

Be different. PR is often about helping clients to stand out, so be your own best PR person. Package yourself by focusing on what’s truly different and relevant about your background, education, drive, or real-world experience. Tell your story briefly in a cover letter. Be compelling, focusing on obstacles overcome, early learnings, or role models.

Don’t spam. It’s amazing how many emails we get with another agency’s name in the body, or with telltale font changes or other evidence of an e-blast. An obvious mass email tells a prospective employer that you’re not serious. Prospecting for a job is a lot like pitching media; the personal approach is time-consuming, but it’s well worth it.

Be social. As in following prospects on Twitter, engaging them on Facebook, and participating in industry or company LinkedIn groups. Consider Facebook ads, an introductory video of yourself, a career-themed Pinterest board. Show that you understand the medium and how to use it.

Offer independent thinking. When you do get an interview, be ready with your opinions. Read up on recent PR campaigns, hot-button industry issues like measurement or integrated communications. If an agency owner asks what you think of a website or a campaign, have a point of view.

Be a media junkie. Or be media. Start blogging. Drop names, visualize stories, show that you’ve not only done your homework, but that you consume a broad diet of traditional and social media on your personal time and take an interest in PR industry and business topics and developments. You are what you read.

Be curious. Always have questions. Even if you’re speaking with six executives in a row and have heard the corporate spiel from each of them, prepare a question. Even if you know the answer. Your job is to show engagement.

Now, what does that really mean? If we offer a single page of “thought-starters,” will that suffice, or is it like when a hostess says “no gifts” and everyone but you ignores her request and actually brings something?

With that in mind, have a look at some actual client comments and our “translations.”

“I don’t know what I want, but I’ll know it when I see it.” What it usually really means is “I have no idea what I want and I probably won’t like what you do.” Seasoned PR pros may also infer, “and I will tear apart everything you ever present.” Try to get more direction, preferably in writing, and proceed with caution.

“I’m just a start-up, I can’t afford much now, but as we grow, we will increase our budgets.” Often said by prospects and clients who are trying to win your sympathy so that you will charge less. But, services have a price. Would they dine in a restaurant and expect to pay less because they’re a newer company?

The close relative of this comment: “We have no budget in mind, you tell us.” This usually translates as we have “no budget,” period, and want some work on the cheap. The smartest move is to set your minimum retainer in a meeting ahead of preparing a detailed proposal so as not to surprise the recipient and take you nowhere.

“My nephew/wife/friend does PR.” This may be a set-up for all kinds of critiques of your work by someone who perhaps did local PR for the PTA (not that there is anything wrong with that) but telling you about this other relationship may act as subterfuge and undermine everything from your fee to your writing and your campaign results.

“I absolutely must have this by 4:00 p.m.” This statement is usually made at 3:00 p.m. by a client with less than perfect planning skills. And if you’re good at your job, the client knows they can count on you again and again to get them out of a jam. This is not a bad thing if it’s occasional and in the spirit of partnership; otherwise, think twice about setting and repeating the precedent.

“Let’s have a short meeting.” The sin of the meandering, unstructured meeting can be be committed by anyone, but you can prevent it! Take smart steps early in the relationship to use an agenda, Outlook calendar and other tools to structure meetings and get the most out of everyone’s time.

Today’s definition of a deadline is “the time by which something must be finished or submitted”, but it gets its name from an older and more sinister meaning. It used to be a boundary around a military prison beyond which a prisoner could not venture without risk of being shot by the guards. Scary. Think about that next time you face a proposal due by week’s end.

The advantage of deadlines is that they’re motivational. When you make the deadline, the feeling of achievement makes the next step or task that much easier. “Publicly committing to meeting a deadline is a powerful motivator because it puts your reputation on the line,” said Dan Ariely, a professor of psychology and behavioral economics at Duke University. It’s much more difficult to procrastinate when someone else is watching the clock, and you!

Here are some tips to meet that ever looming deadline:

Start with Specifics
When exactly is the deadline? Clarify whether “end of the week” means 5 p.m. Friday or first thing Friday morning. Be sure to nail down the tasks and the results. What is the client expecting? How will they measure your success/effectiveness?

Make a Plan and Start Easy
Some of us thrive on the pressure of a last-minute scramble, but rushing at the 11th hour isn’t the best way to meet a deadline. It’s better to make a plan to take tasks head-on, starting with the easy stuff – the aspects you know you are quick wins. Make a commitment to do at least a little bit at a time on a consistent basis. Even if you take a break at a certain point, the task that awaits you isn’t nearly as daunting as it was before.

Don’t Be Fooled
Who hasn’t reached the point when the oh-so-far away cutoff is just around the corner, resulting in a mad dash under pressure? Far-off deadlines trick us into thinking that we have all the time in the world and convince us that we don’t need to start anytime soon. Ideally, you want to meet a deadline, not have a deadline meet you! When working against the clock, be sure to set shorter deadlines along the way to get manageable chunks of the work done and make a plan to complete the task in plenty of time.

Use Tools
Set reminders everywhere. On your calendar. Create tasks in Outlook. Stick a Post-It on your computer in big bold writing. Creating a sense of urgency will keep your deadline top of mind and not pushed aside by distractions.

You never know what’s on the other side of that (dead) line!

This week has brought a fresh wave of public mea culpas and backpedalings – plenty of fodder for self-anointed apology PR experts.

Most proactive is the ad campaign mounted by JC Penney after the failure of its everyday low price strategy and store makeovers of last year. The spot, which is narrated in a warm, intimate female voiceover, addresses shoppers directly, admitting in heartfelt tones that the company didn’t listen to its customers and pledging to restore the “old” Penney.  It also made savvy use of social media, spreading the message with #JCPlistens hashtag and rewarding customers who say they will come return to the brand. Will the campaign pay off? It’s too early to tell, but I think the call-to-action (“We heard you. Now we’d like to see you.”) is a winner.

Less effective, at least in the moment, was the statement from PepsiCo’s Mountain Dew brand when a desperately-trying-to-be-edgy video ad sent its viewers over the edge.  After the outpouring of criticism for the video’s perceived racist and misogynist content, the brand pulled it with the statement, “We’re sorry if anyone was offended.” No responsibility, no sincerity. The initial apology was, well, flat, and the entire episode tasteless.

To be fair, the explanation offered by the rap artist who produced the video, Tyler, the Creator (that’s with a capital “C”) gave important context for the ad, but his response, which was posted by his manager, was drowned out in the backlash. Mountain Dew seemed to realized that its own statement was just a drop in the apology bucket and that it needed to step up. It followed with a promoted tweet. “Hey, guys, we made a big mistake and have removed the offensive video,” even adding the hashtag #fail.

Both could take a tip from the most successful brand walkback to date. In February, after iconic bourbon Maker’s Mark announced it would manage scarce supply by reducing the alcohol content of its famous whiskey, fans and brand-watchers revolted. Pundits called it brand suicide. Maker’s Mark initially defended its decision, but it quickly reversed course. The result seems to have made drinkers appreciate their favorite whiskey even more. After a brief hoarding binge, Maker’s Mark loyalists have forgiven the label, and they’re back by the barrelful.

Some have speculated that the whole thing was a PR ploy. Whatever the case, Maker’s Mark recent earnings were anything but watered down. The brand reported its best quarter ever, just in time for the bourbon-soaked Kentucky Derby weekend.

Sometimes you just have to show that you’re listening. There’s the proof.

The excellent film and tremendous PR effort created on behalf of “42: The Jackie Robinson Story” which opened on screens nationwide a few weeks ago, inspired me as a PR professional.

As a long-time  Angeleno, and even longer PR practitioner, I have to take my Dodger baseball cap off to the studio, producers, director and PR marketing people. I’ve never seen a more powerful, continuous–and successful PR effort on behalf of a movie.

It shows what can be accomplished when you look at, think about, and create story angles, media pitches (pun intended) on a wide variety of subjects, all under the same umbrella. I think I counted TWELVE separate major feature stories on the film, meaning twelve distinct story angles, in the LA Times alone.

Too often, we go for quick hits and move on. But there are some opportunities that deserve a more thorough approach. Granted, there were many “gimmees” for media coverage here, including the incredible story of Robinson’s breaking the barrier in professional sports; the impact on society and his family; his courageous life; and, of course, the reviews.

But for the marketing communications folks, this was just the beginning. They went deeper. The first wave of coverage was followed by interviews with his widow; remembrances of players, sports executives, and fans from those early seasons; the local recollections in the original National League cities where he played; the business angle of producing another, updated film on the story; the search for the actor who could capture the essence of the player and the man; the director and his updating on the story, etc.

The lesson to be learned for us in the marketing communications biz is simple. Get out in front of the story. Be creative in your approach, and come up with a wealth of angles that can potentially attract media attention. Get out there and pitch. Don’t give up, and don’t be satisfied with a nice first wave of coverage. Dig deep and go into overtime.
The hits will follow.