Tag: Crenshaw Communications

PR Strategies For Disruptive Technologies

Posted on by Michael Stolyar

Disruptive technologies like artificial intelligence (AI), blockchain, and others are constantly reshaping various industries. But these paradigm-shifting innovations often face skepticism, misunderstanding, and controversy. Why? Their very nature is transformative, and that can be unsettling. Here’s where a thoughtful yet robust public relations (PR) strategy can help address predictable reaction.

Disruptive tech and the role of PR

In a shifting tech landscape, innovation gives way to new and complex products that can be difficult for the average person to grasp. The challenge that any new technology faces is explaining the full implications of its tech once unleashed.

Disruptive tech needs a clear and credible voice to explain its benefits and ensure acceptance of its possibilities. A well-designed PR strategy should be that voice. A primary role is translating tech-speak into a language that resonates with diverse audiences, from industry experts to lawmakers and end users.

Yet, the challenges extend beyond mere comprehension. As disruptive technologies aim to overturn the status quo, they often challenge entrenched systems. This sparks resistance to adoption and may even stir up controversy. A strategic PR approach can help navigate these choppy waters, shifting the focus from problems to solutions and value. It can create transparency, clarify uncertainties, and transform potential crises into platforms for constructive dialogue.

Also, early stages of a technology are rarely smooth sailing; bugs, glitches, and unexpected issues are inevitable. In the face of these complications, the PR plan should prepare for setbacks. It needs to set the larger narrative, emphasizing solutions and progress rather than dwelling on hurdles.

PR and emerging tech: blockchain, metaverse, AI

Several disruptive technologies have benefited from strategic PR over the past decade.

Take blockchain, for example. Initially, it was tied to the volatility of cryptocurrencies, with its broader potential often overshadowed. The challenge was to unravel the complexity of the technology and disassociate it from crypto. PR played a pivotal role by enlightening audiences about the wider applications of blockchain – from supply chain management to healthcare – thus fostering increased acceptance and adoption.

Similarly, artificial intelligence (AI) has seen its share of controversy. Concerns about job losses, privacy breaches, and ethical use are widespread. However, the public dialogue has moved to the benefits of AI –  improved efficiency, predictive capabilities, and beyond. The PR and comes teams representing Open AI, Google, and other companies have been careful to engage with the challenges and potential solutions.

Consider the recent innovations around generative AI. These AI systems – capable of creating new, meaningful content – have started to play a significant role in fields like journalism, professional services, banking, marketing and content creation. Ultimately, the challenge for PR and communications is to highlight the ways these AI systems can enhance human creativity, rather than replace it, while alleviating fears of an apocalyptic robot uprising.

Where PR falls short

Even the best PR program is limited, however. The idea of the Metaverse, a virtual reality space where users interact in a computer-generated environment, gained attention very quickly only a year ago but is now largely declared “dead.” The technology’s numerous challenges, such as defining and enforcing ethical guidelines in an entirely new dimension, mass adoption, and differentiation, loom as a counterpoint to PR’s power to inform. Despite efforts to help guide the conversation, the reality of the Metaverse hasn’t yet matched the tech world’s vision for it.

Finally, let’s not overlook Extended Reality (XR), an umbrella term for all immersive technologies like augmented reality (AR), virtual reality (VR), and mixed reality (MR). With the potential to revolutionize industries from gaming to healthcare, XR technology carries huge promise. For PR, the task is to highlight these opportunities while navigating the hurdles related to privacy, access, and hardware requirements.

Navigating PR for disruptive B2B technologies

The B2B tech PR perspective presents its own set of challenges as it pertains to disruptive technologies. PR teams must not only engage the general public but also connect with industry subject matter experts (SMEs), potential partners, and business stakeholders. These audiences demand a higher degree of understanding and sophistication in communications.

A pressing challenge in B2B tech PR is communicating technical complexity in simple terms. This takes a commitment to ongoing learning, staying current, and articulating the impact of new developments in a business context relevant to users.

Skepticism and resistance are inevitable, as disruptive technologies often threaten established systems. PR strategies must strike a delicate balance—highlighting the benefits of the tech while addressing concerns and potential downsides in an open, transparent manner.

PR strategies for disruptive tech

To successfully communicate the value of emerging technologies, PR teams can adapt several strategies and tactics.

Nuanced storytelling: Crafting a compelling narrative around the technology can engage audiences, humanize the innovation, and underscore its transformative potential.

Opinion leadership: Positioning a company or its leaders as authorities or opinion-leaders in the field of emerging or disruptive tech allows for transparency and knowledge-sharing. By sharing insights, forecasts, and expert commentary, companies can build credibility and spark conversation around the technology.

Media relations: Regular interaction with relevant media outlets and influencers allows PR people to extend messaging reach, ensure participation in pertinent discussions, and provide a platform for addressing any controversies or misunderstandings.

Proactivity and agility: Given the swift pace of developments in the tech sector, PR teams need to stay ahead of the curve, anticipating potential issues and being ready to adjust their strategies promptly.

How to keep up

In a world where tech advancements often outpace public understanding, a sound PR strategy is crucial. PR helps navigate the challenges linked to new technologies, from ensuring comprehension and managing controversy, to addressing technical and product-based pitfalls. It can shape the narrative around disruptive technologies, empowering them to unlock their transformative potential.

The task of navigating the technology is intricate, however. It takes careful planning, continuous learning, and an open and curious mind. As we continue to see new disruptive technologies, PR will remain a central player, directing the conversation and guiding innovations toward successful integration into our daily lives and businesses.

Cannes Lions 2023: AdTech Dominates At The World’s Biggest Creative Meet

Posted on by Anna Julow Roolf

As summer blooms along the French Riviera, the world’s leading creative talents are gathering once again for the Cannes Lions International Festival of Creativity. Amid the celebrations, one phrase echoes along the beaches and luxury yachts — “Adtech is taking over Cannes Lions.”

Okay, so maybe people aren’t shouting about tools and software for advertisers. Yet as a PR agency with deep roots in adtech, we’ve been tracking Cannes Lions for years. What have we seen? A striking surge in adtech’s prominence at this global event. It’s clear: the adtech sector is wielding increasing influence during Cannes Lions.

Have your eyes on Cannes this week? Here are four ad industry and adtech trends to watch during Cannes Lions 2023.

Tech giants show resilience

With layoffs and economic pressures in recent times, big tech platforms like Google, Meta, Amazon, and Microsoft are showing a “toned down” approach to their Cannes Lions presence this year. Despite the economic downturn, these giants remain key players at Cannes. They might be limiting the glitz for customer events, but their presence reaffirms the prominence of technology brands in today’s advertising landscape.

Creators and influencers shine

This year, Cannes Lions is becoming a hotspot for creators and influencers. The creator economy, valued at over $104 billion by some estimates, is projected to reach $200 billion by 2026. It’s not surprising that marketers and brands are eager to connect with celebrity creators and those who are rising stars.

However, according to reporting from Forrester, #ads are “just the tip of the iceberg” when it comes to creator marketing in 2023. As advertisers look to embrace this creator-led world with new techniques, like embedding brands into communities, and old ones, like affiliate creator marketing, we expect to see more adtech brands moving to make those campaigns easier to buy, manage and analyze.

While many expect to see creators like Jameela Jamil, Alexandra Cooper, and others making waves on the main stage, we’ll also be looking for how adtech brands are moving to support a shift towards more personalized, influencer-driven campaigns.

AI technology is everywhere

Many expect AI technology to dominate conversations at Cannes Lions this year (Yahoo! Fiance’s Brian Sozzi has already called the “AI hype bubble” at Cannes “out of control.”) But the prominence of AI talk at Cannes is with good reason: This year’s rapid adoption of tools like ChatGPT has sparked a discussion about the potentials — and risks — of AI in the advertising business, even before the festival kicked off.

The discussions around AI’s creative possibilities and its role in driving business growth may provide insights into the future trajectory of adtech. As Oli Marlow-Thomas, Chief Innovation Officer for Smartly.io hinted in a piece for The Drum, though what can be created with AI is impressive, we are still uncovering how it could be used to better manage ads. “While it’s now easy to generate beautiful content at the snap of a finger … the challenge is how to apply it across the consumer journey and actually breakthrough to customers with it? The key will be using AI technology, such as generative AI, to know when to serve creative, and how to scale and optimize for the best results.”

Corporate activism drives brand positioning

Increasingly, companies are realizing that standing for something can have significant implications for their brand. Cannes Lions 2023 will witness a discussion about corporate activism and how it influences brand perception. This includes how businesses navigate viral backlash, privacy laws, AI, and the metaverse to connect with audiences in meaningful ways.

From tech giants showing their resilience in the face of economic pressures to the rising significance of creators and influencers, expect this year’s Cannes Lions to showcase not only the biggest creative trends in advertising but also the adtech powering the industry.

How Earned Media Coverage Builds Brand Reputation

Posted on by Lori Mouradian

In today’s highly connected world, a positive brand reputation is an asset for nearly any business. One way to help build a strong brand is through strategic media relations resulting in earned media coverage. By effectively engaging with the media, businesses can amplify and add substance to their brand narrative, while building the kind of credibility that paid media often doesn’t buy.

What is earned media?

Some say that earned media is a synonym for PR. But most PR programs comprise a whole lot more than earned media, also known as publicity. Elements like category research, business and marketing strategy analysis, messaging, and planning will precede and inform media relations. Different tactics like branded content and executive speaking opportunities might complement it. But earned media refers to the actual print, digital, or broadcast coverage generated in the course of a PR program. Earned media is distinct from paid media, which happens in a different way and is perceived differently by those who view it.

Building brand reputation through earned media

Here are three significant steps to building brand reputation through earned media:

1. Earned media helps a brand stand out 

Media relations and earned media can significantly increase brand visibility and awareness. Engaging with media outlets, whether high-profile or narrowly focused, lets businesses reach a targeted audience of readers or viewers who are also consumers. Positive media coverage resulting from feature stories, human-interest interviews, or opinion pieces can expose the brand to new customers, reinforce loyalty among existing ones, and create a positive association for the product or company. Ongoing relationships with journalists, content creators, and producers help maintain a consistent brand presence and tell a story over time. An entrepreneurial company can share the tale of its founding, struggles and all. A scientific brand can go behind the scenes to reveal its R&D expertise, or profile individual employees who help make a difference. A strong opinion article can position the business as relevant and its chief executive as an industry thought leader.

2. Earned coverage implies credibility

The difference between positive media coverage that is paid for (in the form of sponsored posts or ads) can be subtle. But it often boils down to one thing: credibility.

Credibility is elusive, especially today. When a brand is featured in reputable media outlets, the mere fact of its coverage confers credibility – if not for the brand, at least for the story. Positive news items, product reviews, or shared expertise can position the brand as reliable. Opinion content can convey brand and corporate values. Customers or potential employees are more likely to trust a brand featured in the media. This is because coverage implies endorsement or at least visibility, rather than a brand’s self-promotion. The positive association helps establish the brand as a reliable source of information and enhances its reputation in the marketplace.

3. Earned coverage drives SEO

Another key advantage to the type of publicity generated by a PR program, particularly in top-tier publications with high-value domains, is search engine optimization (SEO). A single story published in a well-known media outlet, from The New York Times to a trade publication, can land a brand on the first page of search results for months or even years. That’s one reason why positive stories and reviews are so valuable. And by the same token, if an item is unflattering, it can persist in search results and impact a company or brand in a negative way, which leads to another asset that positive earned media coverage brings.

PR coverage can protect brand reputation

A good reputation is like money in the bank. It’s not inexhaustible, and it shouldn’t be taken for granted. Yet it will surely be an asset in a crisis. Media relationships, too, become more valuable in times of crisis or reputational risk. When a brand faces negative publicity, PR and media relations teams can help manage the situation to minimize damage and plan for recovery. With the right strategy and thoughtful tactics, a business can take control of the narrative, rebut misinformation, and engage in dialogue with consumers, regulators, stakeholders, or any other high-value audience. A well-executed crisis management strategy can help rebuild trust and salvage the brand’s reputation. In the best cases, it showcases its ability to handle challenging situations with transparency and integrity.

Businesses can influence public perception, shape their story, build credibility, and strengthen brand reputation through strategic engagement with the media. By tapping into the power of media relations, they can even gain a competitive advantage in the marketplace. Investing in a sound PR and earned media strategy is ultimately an investment in a brand’s long-term success and sustainability.

What PR Teams Should Know About Substack

Posted on by Chanel Roopchand

For B2B PR teams in particular, it’s crucial to stay on top of emerging platforms and tools. The digital media landscape changes all the time and new resources come up often that can help us enhance skills or drive results. One platform that has gained significant attention in recent years is Substack. Substack has had a real impact on the media landscape, and B2B PR professionals can take advantage of that.

What is Substack?

Substack is a newsletter platform that allows writers, journalists, and content creators to publish and monetize their work directly to a specific audience. It’s user-friendly for both writers and their readers and enables creators to build a dedicated audience and potentially earn revenue through paid subscriptions or sponsorships. There are other, similar platforms, but Substack is probably the most suitable for B2B topics and technology issues.

What kind of writers are on Substack?

The most popular writer on Substack is Heather Cox Richardson, who publishes Letters from an American. Richardson is a Boston College professor who offers a daily analysis of U.S. politics and history. Her newsletter has over a million subscribers, making her, as of December 2020, the most successful individual author of a paid publication on Substack. Other popular newsletters on the platform are by conservative writers and journalists like Bari Weiss, Michael Tracey and Andrew Sullivan as well as more left-leaning voices like Roxane Gay and Ari Melber.

Is Substack all about politics?

While Substack gained popularity for political commentary, it’s not limited to politics. The platform features a wide range of topics, including technology, parenting, finance, self-improvement, culture, and more. One of the more popular Substack newsletters is Casey Newton’s Platformer, a fascinating read about the intersection of tech and media. Non-political writers and journalists can absolutely create something of interest on the platform by providing valuable insights, advice, or industry-specific analysis.

How can PR pros use Substack?

PR teams should subscribe to individual Substack newsletters to stay informed, of course. But as PR pros, we can also leverage it to enhance our work. Because Substack newsletters often feature exclusive content, interviews, and analysis, PR people can identify influential Substack writers, get to know their work, and suggest story ideas or interviews. Many freelancers take advantage of Substack to establish their personal brand and gain a following, so it’s a fertile area for identifying specific writers. And because many prominent opinion writers and columnists have migrated to the platform, it’s useful for building relationships.

Communicators can also use the platform as an internal tool to keep employees, stakeholders, or clients informed about industry trends, company updates, or thought leadership content written by executives. And if an organization wants to convey its expertise on a relevant issue like climate change or an emerging topic like Web3, it can develop its own newsletter to build a following around its POV.

How is Substack different from a blog?

Substack doesn’t have the SEO tools that most blog platforms offer, including those on publishing sites like Medium. As an email newsletter platform, its content is not as searchable, yet an audience of subscribers is likely to be a more engaged one. Also, Substack does feature some large and active communities and discussion threads that let readers interact with creators and with one another.

How has Substack affected the media landscape?

Substack lets anyone with insights create their own platform. This encourages diversity and allows many different voices to be heard. Because Substack is a subscription-based model, it has attracted established journalists, writers, and entire publications. It’s biggest impact might be due to its relative success; Substack has sparked discussion around alternative revenue models for journalists, which could influence the future of media funding.

Substack was originally developed for individual creators, and it has become something of a destination for controversial writers due to the relative lack of editorial constraints on content. Yet it has navigated criticism and controversy by remaining a neutral platform for many kinds of content.

So if a specific Substack writer is relevant to a brand’s audience, the brand’s PR team should definitely try incorporating it into their pitching strategies. This includes assessing whether the topic, format, and audience align with their goals and target demographics. If so, Substack can open doors and provoke new ideas for PR professionals.

What ChatGPT Brings To Public Relations

Posted on by Bindi Saikia

While Artificial Intelligence (AI) is not new, generative AI tools, like ChatGPT, have captured the imagination of the world. The buzz around generative AI has been relentless – both for good and bad. Since its launch, ChatGPT surpassed 100 million monthly active users in less than two months. The public relations industry is among those still absorbing its impact. Will it spell the end of PR as we know it? Or will these tools help make our roles and everyday lives more efficient and effective?

Let’s be practical. If PR teams aren’t at least exploring the best ways to incorporate this game-changing technology, are we even in the “AI arms race?”

So, what does ChatGPT mean for the future of PR? As a B2B tech PR firm, the promise of AI makes sense. CC partner and ChatGPT advocate Chris Harihar sees it as a powerful educational tool, albeit one to be used very carefully, and with human oversight. We’ve held training sessions for the entire team on how to write better generative AI prompts for better outcomes.

Boost productivity with the integrity of human involvement

Yet many companies have mixed feelings about ChatGPT and the AI arms race. A Harris survey found that 40% of workers worry that the AI-powered chatbot will replace them; yet 60% are optimistic that generative AI will make them more productive!

ChatGPT is here to stay, and the truth is, it’s probably just the beginning – as Adam Brett echoed in a recent CC blog post about how PR teams can use Chat GPT.

Rather than avoiding or fearing it, let’s take advantage. Adam lists several very practical uses that can save time and boost improve productivity by PR teams. Encouraging PR teams to to view such tools as an assistant rather than a surrogate, he offers advice that goes beyond playing and actually gets work done.

How AI is transforming ad tech and marketing

At Crenshaw Communications, we have a history of successfully supporting a range of ad tech brands – from high-growth startups to larger public companies. And as someone who has been working in this sector for almost five years, I know the sector is constantly evolving – inviting new opportunities and challenges. So it’s no surprise that ChatGPT and other generative AI tools are already making an impact in ad tech.

As a personalizable technology, AI can help advertisers identify ultra-specific niches in order to get the right ads in front of the largest number of desirable people. Cooler Screens (the world’s largest in-store digital media and merchandising platform for retail) is a great example. Their smart screens use information and even entertaining content to inspire shoppers to take action driven by contextual signals like store profile, occasion, geography, seasonality, or time of day. That’s a win-win for both the customer and the marketer.

(If you want to know how AI is enhancing the future of ad tech, Sarah O’Connell recently explored the topic further in her post, “Five Ways AI Is Transforming Ad Tech.”)

ChatGPT: an asset or threat for PR? 

Business reactions thus far seem to be divided between those who see it as an existential threat, and those who view it as an opportunity to augment the role of the PR professional. Our agency founder, Dorothy Crenshaw, explains that the latest iteration is smarter and promises much more. Dive into her recently post “For PR, Is ChatGPT An Asset Or Threat?” and make an informed judgment – if you’re still not convinced.

While we’re still figuring it all out, it’s important to note that such tools cannot be a replacement for human communication. Read this piece, “How PR teams can use ChatGPT (generated by ChatGPT)“, compare it with Adam’s post linked above, which speaks to the same topic, and see for yourself!

How PR Teams Can Use ChatGPT

Posted on by Adam Brett

As the age of Artificial Intelligence (AI) takes shape, many companies have mixed feelings about ChatGPT and the AI arms race. A recent Harris survey found that 40% of workers familiar with ChatGPT are concerned that the AI-powered chatbot will replace them. Yet the same study also found that 60% are optimistic that generative AI will make them more productive at work.

Those who work in PR, communications and media are especially concerned. In fact, PR professionals are likely to be impacted by generative AI as significantly as any other career.

ChatGPT’s ability to gather data and produce a natural-language response can work as a shortcut when it comes to everyday tasks. But in its current iteration, AI can be prone to errors, it’s not perfectly up-to-date, and the content it generates is often mediocre or worse. For PR people, the use of AI in the workplace is a delicate balance; on one hand, we want to increase efficiency, but on the other, use of AI without oversight is very risky. And no one wants bosses or clients wondering if ChatGPT is on the other end of the work product they’re getting.

So, what are the best ways for PR teams to incorporate ChatGPT? Below are some uses that can increase productivity while maintaining the integrity of human involvement.

Brainstorm fresh pitch angles

One challenge for PR teams is generating fresh and timely ideas to generate coverage. Use of the same ideas leads to predictable pitches or even lazy PR programs. ChatGPT can assist in generating new ideas and topics.

For example, you can type in “story ideas involving cybersecurity,” and ChatGPT will produce a list of angles that might work, or at least get you thinking. You can even make the request specific and timely, like “spring cybersecurity topics.” Obviously, PR plans can’t be based on ideas spit out by an AI chatbot, but they are thought-starters.

Instant text-to-video

Posting information and materials online is easy but generating interest and engagement is often a lot more difficult. Input text-to-video technology – artificial intelligence that creates videos automatically from written or typed text.

Video content is often more engaging and memorable than text or images alone. Natural language processing technology enables dynamic and visually appealing videos that can capture the audience’s attention. Best of all, they’re quick and tailored to the occasion.

PR program thought starters

ChatGPT can work as a tool for ideas or slogans that can spark fresh thinking in a brainstorm to generate not only story ideas, but byline topics, program components and fresh takes on evergreen topics. For example, typing in “thought leadership topics in the retail sector” will produce a host of new ideas that can be used for byline pieces along with pitch angles.

The more details you provide ChatGPT, the better. Inputting “ways retailers can increase their profits during a period of high inflation” will produce stronger and more pointed results than typing in “how retailers can increase revenue”.  Providing ChatGPT with as much information and details as possible is key to generating savvy ideas.

Instant research hub

ChatGPT can greatly expedite the research process. PR teams can use it to get a better understanding of a particular topic or to pull data to spot patterns or trends. If you work for a data company that can be affected by new legislation at the state or federal level, ChatGPT can generate a summary of the new law, when it was passed, and how it could affect similar businesses. And there are always occasions when we feel we should know something but don’t want to ask. ChatGPT can often provide context that search engines lack, or that can only be accessed by clicking on multiple links.

Create short social posts

Generating social media content can sometimes be more difficult than it seems, especially if there is minimal news a client or agency can share. PR professionals can use ChatGPT to generate ideas for social media posts such as tweets, Facebook posts, and Instagram captions.

By providing a brief description of the message or objective, ChatGPT can generate a range of content options for social media. Moreover, you can input old posts into ChatGPT and have the AI service reword and restructure them, providing instant, shareable content.

Expand your media lists

While ChatGPT is limited when it comes to personal information, it can help expand media lists. For example, ask for a list of publications that cover retail. You can even narrow the parameters such as location and types of outlets, similar to major software services like Cision. But don’t take ChatGPT’s recommendations as wholly accurate; check them to ensure a targeted list.

Moreover, you can ask ChatGPT for a list of reporters who cover certain industries or topics. While the generative AI service cannot provide a significant amount of material like contact information or recent coverage, it does provide a starting point for a media list, especially one that is topic-specific.

Timely interview prep

PR teams know that interviews can happen in a blink, which means minimal time to prepare a thorough briefing document for a spokesperson. ChatGPT and its instantaneous content generation can provide a timely draft of a standard briefing memo, offering bios and background on both reporter and outlet, sample questions and draft responses containing key talking points.

Grammar, spelling and punctuation

While you may want to reword or rewrite content that ChatGPT produces, the technology can also be used the other way around. Many digital services can correct spelling and grammar mistakes, but inputting sentences and even paragraphs into ChatGPT for review is an easy way to produce a condensed or simplified version.

ChatGPT is here to stay, and the truth is, it’s probably just the beginning. Rather than fear it, let’s use it. We can start slowly. PR teams should focus on AI uses that improve productivity and efficiency while making sure it doesn’t become a substitute for human input or oversight. The most successful PR teams view generative AI as an assistant rather than a surrogate, used for rote, repetitive tasks, producing draft content of all types, and gathering information in real time.

What’s The Difference Between PR And Reputation Management?

Posted on by Anna Julow Roolf

The terms “public relations” and “reputation management” are sometimes used interchangeably. Yet, although they’re often intertwined, they are distinct.

Gartner defines reputation management as “the practice of influencing stakeholder perceptions and public conversations about an organization and its brands.” And public relations can be described as “the professional maintenance of a favorable public image.” Public image and reputation are close, and in both cases the goal is a more positive one.

So what is the difference between PR and reputation management?

Reputation management tends to touch a number of business functions, including legal, customer experience, sales, marketing, and — of course, communications. PR, on the other hand, is typically part of either marketing or communications (though we know PR can help drive sales and support other business functions as well).

While the approaches may differ, PR and reputation management are two paths to the same destination. That’s why some reputation management firms offer PR services and PR agencies often address reputation management. Anyone considering how to influence stakeholder perception and drive conversation around a brand would be wise to consider both.

As a B2B tech PR firm with an understanding of how to use strategic public relations to impact brand positioning, our team frequently examines the intersection between PR and reputation management. Here are four posts from our agency founder, Dorothy Crenshaw, on PR and brand reputation, and how PR can protect and drive the latter.

Ways To Safeguard Brand Reputation

Most companies will never experience a large-scale brand reputation crisis — that’s the good news. But as Dorothy Crenshaw points out in this blog post, the “drip-drip-drip of customer complaints, employee dissatisfaction, or competitive attacks can erode a brand’s good standing over time.”

What can be done to help stop minor problems from building up and negatively impacting brand reputation? From shoring up customer service to conducting a reputation audit, Dorothy shares seven practical ways to safeguard brand reputation.

How To Turn Bad Publicity Into Good PR

Contrary to how the saying goes, not all PR is not good PR. However, as Dorothy explains, bad publicity can, paradoxically, “wake up a brand’s loyalists.” There are ways to turn bad publicity into a net gain.

If you’re looking to use bad PR to improve brand reputation, here are a few techniques to apply.

Ways To Crisis-Proof Your Brand

There’s nothing like a crisis to show how fragile a public image can be. Yes, it’s possible to come back from a reputation-damaging, PR crisis situation, but most who have been there would agree: It’s better to prevent the situation in the first place.

As Dorothy explains, “While there’s no way to truly ‘crisis-proof’ a corporation or a brand,” there are steps that can make a crisis situation less likely, and help make the impact on brand reputation less severe. Take a look at Dorothy’s seven tips to crisis-proof your brand.

Brand Ambassador And Reputation Risk: A Guide For PR

The PR benefits of having a living, breathing spokesperson can be enormous. At the same time, a brand ambassador introduces certain risks to a brand’s reputation. Those risks aren’t there when a cartoon character or actor fills that role. After all, as we’ve seen with brands like Subway or the many endorsers of Tiger Woods, the actions of a real-life human spokesperson can betray a brand.

So how to manage the brand reputation risks presented by introducing a brand ambassador? As Dorothy explains in this post, “No strategy is foolproof, but there are some steps that can help prevent a reputation meltdown.”

Concerned with reputation management for your brand? Contact us to learn how we can help build a PR program to influence stakeholder perception.

How PR Can Solve Its Diversity Problem

Posted on by Alysha Duff

Public relations is about building relationships between an organization and its audience. Its success hinges on a genuine understanding of diverse communities and cultures. However, the PR business is still grappling with a lack of diversity in its workforce. As an industry, how can we appropriately represent diversity among our clients when it’s not reflected from the inside out?

The problem is simple. As an industry, PR is predominantly white. People of color are particularly underrepresented in leadership positions, but diversity is lacking at nearly every level. It’s not a new problem. The makeup of the PR industry in the U.S. is 82.6% White, 8.1% Black or African Americans, 6.2% Asian Americans and 12.5% Hispanic or Latino, according to the U.S. Bureau of Labor Statistics.

The gap isn’t even near closed, meaning there’s still much room to grow.

How we can be the change 

As a person of color, I am drawn to companies with a diverse employee base. When I was interviewing with Crenshaw, one of the first things I noticed was that the leader interviewing me was a man of color – someone who looked like me. As I proceeded in the interview process, I noticed more people in the company like me. It was refreshing and exciting and definitely influenced my decision to join the agency.

Racial inclusivity isn’t the only important aspect of a workplace, however. It’s also vital to be inclusive of culture. Culture is reflected through values, behaviors, beliefs, communication, and thinking; however, cultural representation in the workplace often falls short. Having professionals from a variety of cultural backgrounds brings new perspectives, increases representation and helps protect PR campaigns and initiatives from being tone deaf. When I joined Crenshaw, I noticed a larger mix of culture than any workplace I’ve known, as well as people who shared my culture background.

Often it seems larger companies are the ones making these strides in the workplace, but Crenshaw is proof that you can start small and make a difference. It’s a PR agency with fewer than 25 employees, and more than a third are people of color. It’s a prime example of public relations companies actively working toward a diverse talent pool. In my view, that motivates team members to show up everyday for themselves, their colleagues and clients.

A diverse team makes a difference inside and out 

Diversity is attractive to both potential employees and prospective clients because it offers a range of experiences, perspectives and skills that enhance the creativity and effectiveness of an agency’s work. It can also lead to more innovative solutions and better problem-solving.

Internally, a diverse team sends a message that the company values inclusion and is committed to creating that kind of work environment. Today, talented professionals are looking for that kind of culture. When employees feel represented within a company by their colleagues, they are more likely to feel valued and motivated.

Externally, having a workforce that reflects the communities served is beneficial to any PR team because those communities make up our stakeholders and our audiences. Being able to channel first-hand experience to identify different solutions for a company’s diverse audiences not only reflects genuine brand initiatives, but ultimately yields stronger campaigns.

How we can bridge the diversity gap 

How can we bridge the diversity gap in PR?

The first step is education. The C-suite and HR first need to gain a solid understanding of Diversity, Equity, and Inclusion and educate from the top down. Diversity training on implicit bias, cultural competency and communication skills is one key to a better workplace. External mentorship can also be beneficial. For example, PRSA has a mentorship program that agencies can use to encourage their employees to connect like-minded individuals in the industry to share experiences, insight and more.

The second step involves recruiting. Agencies should shape their policies to attract a diverse pool of applicants for open positions. This means outreach to organizations that represent diverse communities, specific goals and metrics for recruiting and hiring, and job descriptions that don’t include barriers for diverse candidates.

Third, agencies can reach diverse communities by partnering with groups that represent those communities. Ways to do this include:

Connecting with minority-owned media outlets – this supports minority-owned journalism and helps broaden reach

Engaging with companies striving to increase DEI, like The Party Starter – which connects customers with diverse event vendors and minority-owned businesses – when planning client/company events

Amplifying groups specific to the PR industry, like Digital Culture, a company that helps ad agencies and advertisers reach diverse audiences

The journey continues 

PRSA is committed to increasing diverse representation among leadership at all levels of PRSA by 25% by the end of 2023. Programs like Voices4Everyone and the Affinity Group – a space to bring together and amplify the voices of PR professionals in diverse groups like Black Voices and Hispanic-Latino — are current examples. PRSA is putting a clear emphasis on DEI in PR and paving the way for its members to follow suit.

Independent organizations like Crenshaw are taking steps to model diversity with employees and clients. Industry groups like PRSA are vowing to do the same. Together, as an industry, we can make a difference.

Why Product Boycotts Work (Or Not)

Posted on by Dorothy Crenshaw

As anyone in PR knows, we’re living in a boycott culture. Over Easter weekend Texas congressman Dan Crenshaw (no relation) hopped on the boycott du jour with a video pledging to “throw out every single Bud Light we’ve got.” The punch line comes when Rep. Crenshaw angrily opens his fridge to reveal — no Bud Light at all. “That was easy,” he quips, as he shuts the fridge door.

But the joke might be on Crenshaw. The fridge contains several cans of Karbach, a Houston-based craft brewer that has since 2016 been owned by — you guessed it — Anheuser Busch, Bud Light’s parent company. It’s a pretty common challenge of product boycotts and says something about how useful they are, or aren’t.

Another day, another boycott

For those wondering what the brew-haha is about, conservatives have taken aim at Bud Light (in some cases, literally) for its promotion featuring trans activist and actor Dylan Mulvaney. Twitter is overflowing with posts of angry boycotters pouring out, running over, and even shooting up Bud Light cans in protest. The latest stunt involving a steamroller running over what must be thousands of dollars’ worth of beer, is impressive (though possibly faked). But is the boycott affecting sales? Do product boycotts ever work, or are they performative?

Gauging a boycott’s success depends on its goals, naturally. In this case, anger seems channeled into hurting Bud Light sales and/or forcing it to end the Mulvaney partnership. So far, there’s some evidence that sales might have been affected. According to Beer Business Daily, “it appears likely Bud Light took a volume hit in some markets over the holiday weekend.” Yet BBD notes it has limited data from mostly rural Midwestern and Southern distributors. After days of silence, Bud Light released a statement defending the Mulvaney promotion, but it has been relatively quiet throughout the storm.

When product boycotts trigger “buycotts”

Product boycotts are usually more complicated than they seem. A case in point — Kellogg business school professor Anna Tuchman analyzed the outcome of the 2020 boycott of Goya Foods by Hispanic leaders. It all started when Goya’s CEO praised then-President Trump’s immigration policy. Yet calls for a boycott of Goya products quickly drew a backlash among Trump supporters. Tuchman studied supermarket data and found that the backlash actually raised sales, albeit temporarily. She theorized that, unlike the seven percent of U.S. households that were already regular Goya customers and could potentially boycott the brand, nearly anyone could decide to buy it in solidarity. Many did.

Goya’s more narrow customer base makes it different from a mainstream brand like Bud Light. But the same principle could well apply here. Even if the boycott keeps conservatives from buying it, the PR and social media coverage could invite a “buycott” of Bud Light from others, just as it did for Goya. Then there’s the problem Rep. Crenshaw ran into; Bud’s parent company Anheuser Busch owns more than 500 beer brands, including many that are popular in the U.S., from Stella Artois and Michelob to Corona and Blue Point. So, avoiding all A-B brands might take some homework by the boycotters.

Brand social status is a key factor

Another factor that affects a boycott’s power is a brand’s strength as a cultural signifier. This should be obvious, but it’s often overlooked. Someone’s choice of black beans isn’t a status symbol. It’s not something they brag about or see as part of their social identity. Yet lifestyle brands do act as badges of identity, so they’re more vulnerable to protests. A 2019 boycott of Equinox and sister brand Soul Cycle (over billionaire owner Stephen Ross’s Trump fundraiser) hurt class enrollment rather decisively for both brands. The reason? Both enjoy a carefully cultivated image of social responsibility and inclusion. They’re a signal of status for members, so during a celebrity-led boycott, no one wanted to rave about their Equinox Cardio Sculpt instructor on Instagram or post about the latest Soul Cycle swag. Lots skipped their workouts altogether.

I’m not sure where beer fits on the social status scale, but I’d say it’s a stronger signifier than beans, if maybe lower than luxury fitness. Perhaps more importantly for a 30-year-old product like Bud Light, it needs to expand its appeal to add new drinkers, like younger people and women. Its Director of Marketing, Alissa Heinerschied, put it bluntly in a March interview. “I had a really clear job to do when I took over Bud Light…this brand is in decline. It has been in decline for a very long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light,” she said.

Finally, the LBGTQ market is a huge and spendy one. Beer brands have shown their support in the form of splashy Pride sponsorships, targeted advertising, and influencer campaigns for years. Those steamrolling the brand will have a hard time choosing another beer that hasn’t supported the gay and trans communities.

If the Bud Light boycotters’ aim is to grow awareness of their position and build community among like-minded people, they have succeeded. The brand is being trashed in every corner of the web, and that’s not helpful to its marketing team. But if the goal is to put the brand out of business, or push it and other beer makers to pull LBGTQ support and sponsorships, it will most likely fall flat.

4 Ways Technology Boosts The Retail Experience (And Retail PR)

Posted on by Ron Stein

Our work in tech PR for retail and ecommerce gives us an interesting vantage point on the retail customer experience, especially given its enormous changes of late. In fact, tech innovations have disrupted retail as much as nearly any sector. Not only do the shifts affect our lives as consumers, but innovation is often very mediaworthy.

The pandemic drove much of the change we’ve seen in retail over the past three years. Lockdowns boosted e-commerce and grew online marketplaces. As a result, many traditional brick-and-mortar retailers must now adapt to the ever-changing demands of consumers, or risk losing their business. That’s one reason we’ve seen innovations that help retailers improve the customer experience. Here’s a closer look at four ways retailers are using tech to keep up with shoppers or even stay ahead of them by offering greater convenience and a better experience. They’re also important trends for any retail PR strategy.

Customer personalization

By using customer data and insights, retailers can tailor products and services to meet the specific needs and preferences of individual buyers. This can include personalized recommendations based on past purchases, targeted promotions and discounts and customized product offerings. A more tailored shopping experience puts retailers in a strong position to increase customer loyalty, improve satisfaction and drive sales. Amazon uses machine learning algorithms to analyze customer behavior and provide personalized product recommendations. Customers who frequently buy cooking items, for example, will receive recommendations for kitchen gadgets and cookbooks. Personalization is a valuable tool for any retailer looking to enhance the customer experience and build long-lasting relationships with their regular patrons.

Chatbots for customer convenience  

The use of chatbots in retail has gained steam over the past decade, as large companies like H&M, Sephora, Dominos and others have successfully integrated chatbots into their customer experience. And it’s easy to see why. Chatbots use artificial intelligence and natural language processing to provide instant support and assistance to customers, answering common questions and providing personalized recommendations. This can reduce wait times and improve customer satisfaction, as customers no longer have to wait on hold or search for answers on their own. Chatbots can also provide 24/7 support, ensuring that customers can get the help they need at any time, day or night.

A study about chatbots in retail by Uberall, a provider of hybrid (online and offline) customer experience solutions, found that while a whopping 80% of consumers have had a positive experience with them, nearly 60% still lack strong enthusiasm for chatbots. While many customers still haven’t fully bought into chatbots as a real way to improve the shopping experience, the addition of smarter and better technology stands a good chance to change their minds in the near future.

VR/AR create a more exciting shopping experience 

Virtual reality (VR) and augmented reality (AR) can improve the retail customer experience by providing more immersive and interactive shopping experiences. And many believe this will be one of the top industry trends in the new year. These technologies allow customers to experience products and services in a more realistic way, putting them in a prime position to make more informed purchasing decisions. Furniture retailers like IKEA and Wayfair use VR and VR to help customers visualize how furniture will look in their home before they make a purchase. These features are not only compelling, but they reduce the likelihood of returns and exchanges. In addition, VR and AR can create unique and engaging in-store experiences, such as virtual product demonstrations or interactive games.

The rise of mobile payments

Mobile payment systems like Apple Pay and Google Wallet allow customers to pay for their purchases quickly and easily from their mobile devices. This eliminates the need for customers to carry cash or credit cards and reduces checkout times for a more seamless shopping experience. Another advantage of mobile payments is that they’re more secure than traditional payment methods, as they use encryption and tokenization to protect sensitive customer information.

Starbucks has perhaps most successfully implemented mobile payments. Their mobile app, which is incredibly popular among their legions of regulars, allows customers to order and pay for their drinks ahead of time. Then when they get to the store, they can bypass any lines to pick up their order from a designated area. This has not only improved the customer experience, but also led to increased sales for the company.

The advances in technology in recent years has transformed the retail industry as a whole by providing new ways for retailers to connect with their customers and deliver more fruitful shopping experiences. As technology evolves, we can expect more exciting innovations relating to the retail customer experience in the coming months and years.