As a public relations firm based in San Francisco for more than 30 years, we have seen more startups than you can count enter and “disrupt” markets. The ones that stick around find the right blend of product/service needs, understand how to talk to their audience and have a sense for the time to make a big splash.

No matter the industry, startups need to establish their brand, understand their market and build connections with potential customers and investors. More often than not, developing meaningful relationships with customers and investors can be more challenging than expected.

It can also be difficult for founders to set aside the necessary time to market and message with all the demands of getting a new company off the ground. We’ve seen businesses struggle to gain traction with investors and consumers because they did not seek counsel early enough; we’ve also seen companies wait too long to make a public statement and scramble to gain traction with key media outlets. Pinpointing the right time to seek outside communications counsel is difficult for any company but especially for fast-paced startups.

Outside of auspicious timing, there are many considerations when looking for a communications partner. Whether you’re part of a well-funded startup with the budget to hire a communications agency or a team of one, here are some things to consider in finding a public relations team that is the right fit:

1. Do you have time to work with a firm? It might sound like common sense, but you would be surprised how many companies hire communications agencies before they have a dedicated team to nurture and maintain the relationship. Outside agencies don’t know the critical internal updates you don’t share. If the idea of managing a relationship with a firm stresses you out, it is probably a good idea to wait until you feel confident that you will be able to dedicate time and thought to get the best value out of your communications partner.
   
   
2. Do you need a wide set of skills? If so, agencies can be a great option. Not only do they have a staff of experts but experts in multiple verticals. Digital, public relations, content creation, social media management, advertising – the list goes on. It is unlikely you will find one in-house person with all these skill sets. On the other hand, if you need someone on call 24 hours a day, 7 days a week with a focused set of skills, an in-house team member might be an unrealistic approach.
   
   
3. Do you know your audience well?  If you think you know your audience but want to be confident, research can provide incredible value when introducing a new product to an unknown or niche market. Agencies have access to tools and data that would otherwise cost hundreds of thousands of dollars. You can also check on any competitor in the market to get a better idea of what you’re up against. Knowledge is power.
   
   
4. Do you have a well-defined goal?  This might sound obvious, but, when it comes to marketing and PR, it can be more nuanced than “sell more things.” It is important to understand what you want your agency to help you accomplish when you’re vetting potential partners. You’re spending your hard-earned money. Make sure it is earmarked for something that will help you move the needle with your bottom line or with investors. With marketing and advertising, you should always start with a goal or a purpose to drive the bigger picture. Here are some goals to consider:
   
   • Establish differentiation for a new brand in a crowded market
   • Establish internal and external communications standards (should my CEO be encouraged or discouraged to use Twitter?)
   • Generate sales leads
   • Promote trial
   • Gain notoriety or personality with key target audiences

By narrowing down your objectives, your marketing and PR team can make a measurable difference in key areas. They can also help you figure out what you need to fulfill those objectives.

Things to consider as a startup before hiring a PR or marketing firm:

• Are you ready to tell your story?
• Is your platform/product/service fully developed?
• Do you have a well-defined brand?
• Do you need help navigating the media landscape? 
• Are there any potential issues or challenges you might face that could turn into a crisis or all-hands-on-deck situation?

If you think your startup is ready to share some of its news to create anticipation, reach out for the expertise to get the ball rolling.

https://www.instagram.com/finemanpr/

The post How to know when your startup needs a public relations agency appeared first on Fineman PR.

Here are a few media do’s and don’ts to be mindful of, regardless of why someone might be knocking on your front door.  

DON’T be difficult

Yes, you are busy. No, the reporters don’t care. Their job is to tell the story about what you do in a way that resonates with their audience. This can be a lengthy process compounded by impatience and frustration. The less time and effort you give to a member of the media soliciting your insight, the greater the chances the piece won’t come out the way you’d like – they’ll see you as a challenge. Perhaps they’ll even feel less inclined to give you a follow up ring to clarify a comment they aren’t quite sure is 100 percent correct. It doesn’t work to your advantage when reporters have to work harder on simple tasks. Do yourself a favor – don’t make an interview harder than it needs to be.

DO be prepared

The reporter, journalist or blogger you’re speaking with may or may not know everything about your project, product or service. You’re the expert. Be prepared to talk about the basics and fundamentals of your subject. Keep it simple; avoid jargon. It will save you time when a reporter is putting the final touches on their story. If you’re organized, careful and concise, you’ll be able to communicate your message clearly and effectively like you’ve been doing it your whole life.  Also, consider that the journalist, in asking a question that you consider simplistic, may be doing so on behalf of a reader, listener or viewer who may be less familiar.

DON’T fall for reporter interview tactics

It is best to avoid sharing controversial details- even if the reporter assures you that the conversation is “off the record.” Fight the urge to fill any awkward silence with conversation. If it is confidential, don’t disclose the name of the person who can provide the information you won’t divulge. Don’t let the reporter persuade you to provide details you shouldn’t by using the public’s right to know as a justification. Reporters have been asking questions for years. They know how to extract the smallest details that will unlock greater depth to their stories. It can be as simple for them as asking the same question a different way. Don’t underestimate the tricks. They are used when you least expect it.

DO know the rules of ethical news reporting

Assume everything is “on the record” and could appear in print. Tread carefully; you never know where a reporter stands on the hierarchy of ethics. As soon as a journalist identifies themselves as such, the conversation is already on the record. Honest journalism practices dictate that a reporter should not publish insight they receive from a person prior to notifying them that they are a journalist. Additionally, recognize that the journalist can err later in determining what was on and off the record.

Terms like “on background” and “on deep background” directly protect sources from being identified explicitly but allow reporters to publish the information they receive. Most journalists avoid using information they received from unidentified sources unless they’re dealing with matters of national security. A reporter’s neck is on the line when they share information from an unnamed contact. The risk is for them not often enough worth the reward.  Even still, it is important to realize when a reporter may have breached ethical standards. It could give you a good sense of who to interact with moving forward.

DON’T get off topic

Answer the questions you’re asked without distracting from the point. Nobody likes to speak to someone who will bury them in irrelevant details when they ask a simple, straightforward question. Reporters are looking for high-level information and will dive deeper into a subject if need be. Don’t miss the opportunity to provide a strong quote or share insightful expertise because you’re caught in the minutia of the story. Help them understand what they need to know and correct misinformation as you encounter it. If faced with a confrontational discussion, apply bridging techniques to organically introduce a relevant concept to a difficult question when reporters are watching for evasiveness. It is on you to communicate your message effectively. If you fall off point, discussions may not result in the coverage you’d like.

Are you interested in learning more about best practices and interview techniques? Contact us to learn more about our media training program.

The post Media Interview Do’s and Don’ts appeared first on Fineman PR.

In recent conversations with our agency’s clients, more food and beverage communicators are embracing artificial intelligence technology, specialized influencer marketing and increasingly sophisticated social media content to increase brand authenticity and improve the overall consumer experience.

Artificial Intelligence? Wine Not?

For many food and beverage artisans, the environment in which a product is grown or made is a vital part of the overall product experience. Quintessa is a renowned 280-acre wine estate in Rutherford, one of Napa Valley’s most distinctive properties, with five soil types, hills, valleys, a lake and a river. The diverse estate inspires the impressive wines for which it is known.

“At Quintessa, our strongest asset and differentiator is the world-class estate from which we source our wine,” said Leslie Sullivan, DWS, Napa Estates Director of Huneeus Vintners, who manages communications for Quintessa.

“For those consumers and trade who are able to visit the estate, we are able to build ambassadors; however, our reach is limited. As a result, we’ve begun to better utilize technology to connect with our consumers and trade. For instance, we’ve used video, drone footage, 360 video and virtual reality to allow our consumers and trade to engage with our property. While nothing compares to the full sensory experience of enjoying a glass of Quintessa at the estate, we are able to better express and share what Quintessa is all about.”

Photos courtesy of Quintessa Instagram

Community, Convenience, Quality

With a 68-year heritage and nearly 12,000 locations worldwide, Dunkin’ Donuts continues to evolve while keeping its focus on fast, friendly service and community involvement.

According to Public Relations Senior Manager, Justin Drake, Dunkin’ Donuts maintains its focus on fast, friendly service while delivering innovations that today’s consumer expects from sophisticated food brands:

“As Dunkin’ Donuts continues to grow and evolve, remaining authentic to the core of our brand is very important. Dunkin’ Donuts was founded as a brand offering high-quality coffee and baked goods to our guests, all served with fast, friendly service and at a great value, and we remain true to this mission to this day.”

“We’ve expanded our coffee and espresso menu in recent years to include options like Cold Brew, Rainforest Alliance Certified Dark Roast Coffee, and Macchiatos. These menu additions remain true to our 68-year heritage as a coffee company, while also staying on trend in terms of what customers are looking for today from a coffee brand. We’ve launched On-the-Go Mobile Ordering for DD Perks members through the Dunkin’ Donuts mobile app, where guests can place their order in advance and then speed past the line in-store to pick-up their order. This innovation remains true to our mission of offering fast service and unparalleled convenience to our guests.”

Photos courtesy of Dunkin’ Donuts Instagram

Community giving is a core value for Dunkin’ Donuts that empowers franchisees around the world to give back and strengthen their own communities:

Continued Drake, “At Dunkin’, we feel fortunate that our restaurants are part of the fabric of so many communities and neighborhoods around the globe, and our franchisees value the role they can play in strengthening their communities. Our franchisees donate millions of dollars annually to local non-profits. Additionally, our organization collectively supports our national foundation, The Joy in Childhood Foundation, which is dedicated to bringing joy to sick and hungry children.”

Consumers Seek, Expect Info Online

For family-owned poultry producer Foster Farms, a robust social media presence is required to address the questions and provide the reassurance that consumers actively seek.

“Increasingly consumers are asking more and more questions about where their food comes from and how it is made,” said Ira Brill, Foster Farms’ Director of Communications. “Our commitment to product quality is at the heart of authenticity, and Foster Farms is one of the west’s true authentic brands — having been founded in 1939 on the values of locally grown, and continuing as a family owned company today — has continuously evolved to include digital and social media tools to enhance our consumer engagement and contribute substantively to consumer conversation. From engaging influencer programs, to enticing recipes and social media content, Foster Farms aims to be a part of the discussion at every touchpoint.”

Photos courtesy of Foster Farms Instagram

Building Authenticity with Influencers

Social marketing strategists at Collectively understand how deeply consumer brands and consumers value authenticity.

“Influencer marketing works best when creators are empowered to make decisions about how best to present a brand story to their audiences,” said Natalie Silverstein, Collectively Vice President of Brand, Marketing and Culture.

“Creators are truly the experts in understanding what resonates with the people they’re in dialogue with every day. Authenticity shines through when an influencer actually believes in the product and has integrated it into their content in a way that feels almost effortless.”

Photos courtesy of Collectively Instagram

“For our food and beverage clients, we’re bringing opportunities to a wider set of creators beyond the more expected food and cooking influencers — lifestyle, health and wellness, parenting, photography, and more.”

Silverstein agrees authenticity is a higher priority now for food and beverage brands: “‘Authenticity’ has been the most-used buzzword of the industry for quite some time, and it continues to be a key goal for most brands. We believe this is a direct result of the broader cultural transformation around trust in institutions and other traditional gatekeepers of information.”

The post As Food Goes Global and High Tech, U.S. Brands Boost Authenticity appeared first on Fineman PR.

Not everyone is cut out to handle a crisis. The deluge of cynical media coverage, a rise of brand detractors and a surge of social media haters can overwhelm even seasoned PR pros.

Fortunately for your brand, that’s not you. Unfortunately, not everyone is like you, and that’s a problem with lasting implications, especially among team members unfamiliar with crisis communications.

Sensitive situations — e.g., injuries, fatalities, criminal investigations, litigation, product recalls, sexual misconduct, activist protests and corporate malfeasance — can trigger negative publicity. While PR pros tend to focus on turning the tide of media coverage, the lack of a cohesive multi-channel response can keep the story rising from the dead, long past the news cycle.

Internal communications usually intensify during and immediately after a crisis. Because employees and board members are often your most effective ambassadors, if you wait until a crisis strikes before developing and managing strategic internal communications programs, it’s too late. Once the crisis passes, consider revamping your internal communications processes to build trust among employees and board members and prepare the ship to weather the next storm.Internal communications, social media, reputation management, SEO, executive positioning and stakeholder engagement all play critical roles in crisis response and reputation recovery.

Social media mavens are generally wired to promote good news, but a bad review or menacing troll, let alone a crisis, can short circuit their reactions. Cookie-cutter responses and canned messaging don’t sit well with people who follow and react to crises on social media. So, just as with internal communications, if you haven’t built relationships with your social media communities, you’re already behind the curve. Work now to earn influencers’ favor. Use content lulls to lift the veil on transparency initiatives and tout advances and investment in safety, training and technology. Brand loyalists will take note and respond to trolls on your behalf — when they’re equipped with the tools to do so.

Google Search is the well-heeled stranger lurking in the shadow of every crisis.

Every PR pro knows a negative story, especially a salacious one, attracts far more clicks than puff and fluff. Lesser-known brands — even those with strong reputations — are not immune to damaging stories following a crisis. Without a robust reputation management program, negative stories will keep garnering clicks and persist. Don’t believe claims about “scrubbing” negative stories. High-credibility sources, such as major daily newspapers, will continue being favored by Google and other search engines. Rebuilding your online reputation will take time, but you can’t do it without a focused, proactive program that ties into all your external communications channels to drive relevant traffic to — and boost the search rankings of — favorable content.

In a high-profile crisis, the voice of the CEO and other organizational leaders lets audiences know the situation is receiving top-level attention. A head-in-the-sand approach cannot calm fears or address concerns. C-suite executives should reach out to priority audiences to get your story across. With proper executive positioning among industry associations, regulatory agencies and other critical groups, your voice will be not just heard, but well received. Remember, when the CEO speaks, put it in writing and make sure it is fully optimized for search engines; this content is evergreen and can improve your rankings.

Your credibility can come into question in a crisis. By reaching out to key external stakeholders, you can inject credible, third-party voices into a troublesome story. For example, academic experts are go-to media resources in a crisis. If such experts know your organization and leadership and are comfortable backing your position, it will go a long way toward balancing negative coverage and helping quiet the crisis. Consider reaching out to them in times of crises, or better yet, beforehand.

Brands must align in-house teams with external agency partners to ensure an integrated crisis response. If you have separate teams for PR, marketing, website, social media and/or SEO, and their responses to a crisis are siloed and uncoordinated, it could actually create more damage. Consider consolidating into a streamlined agency team. All channels need to work together in harmony — whether you’re in a crisis or not.

Here are some tips to ensure that all channels work together, unsiloed, in a crisis.

Preparedness is not merely effective. In the long run, it’s cheap. We have found that organizations that develop a realistic crisis response plan covering myriad scenarios and test it with drills are far better prepared than organizations without such a plan. While planning has an up-front cost, handling a crisis by the seat of your pants usually requires more time and money to repair reputational damage that could have been minimized with planning a rehearsed — and integrated — response.

Create an online hub to focus crisis-related content. For major crises, consider creating a microsite to fully address the issue and provide a locus for audiences to track developments, key facts and progress. This will allow customers to maintain their regular experience on your website while providing crisis junkies a venue that steers negative traffic away from your website.

Divert negative search traffic to credible sources. SEO normally promotes keywords to drive traffic to your website. But in a crisis, negative search terms are widely used, so consider developing an online reputation program targeting negative search traffic that drives interested people to your microsite or a special landing page.

Strengthen your social media presence. Social media can drive higher search rankings for shared content, but if you don’t have an active and engaged community on your social media pages, you’ll miss the benefit. Authentic, timely, consistent engagement with social media followers builds trust over time and strengthens brand loyalists who can weigh in during a crisis.

Build a rapid response team. The first minutes of a crisis are critical. Make sure your team, including external partners, is up to speed on your crisis plan and has been drilled. Consider simulation training, table-top exercises and crisis media training to stress-test your plan — and make sure everyone is on the same page. No silos!

Stay on top of trends. One organization’s problem can affect an entire industry. Monitor social and traditional media to assess trends and developments that could affect you. Adjust planning accordingly.

***

Travis Taylor is EVP of Fineman PR, a San Francisco-based crisis and consumer public relations agency, and Chris Raniere is President of 46Mile, a Hearst-backed, full-service marketing consultancy and ad agency. 

Travis Taylor (L) and Chris Raniere

The post The Death of the Siloed Crisis Response appeared first on Fineman PR.

We’ve also heard from the well-known wine blogger Alder Yarrow on Vinography and Bloomberg’s wine writer Elin McCoy that the best ways to support the Northern California wine regions are to buy California wines and to visit Napa, Sonoma and Mendocino.

This was echoed by Karissa Kruse, president of Sonoma County Winegrowers, on SF Gate. As she noted, “More than ever, we need folks to come and support tourism here. This week, everyone is sending money to the Red Cross and emergency services. Next week, if you want to help, buy our wine.”

And choosing to buy California wine will certainly help, but that alone in not enough. As noted on SF Gate, one in four jobs in Napa and Sonoma are connected to wine and tourism. The restaurants and hotels (and the cooks, servers, dishwashers, housekeepers and front desk staff that work at them) also need support. Not only that, but most small- to mid-sized wineries don’t have much wine in distribution, and they depend on direct to consumer sales.

October and early November are typically among the region’s busiest times of year for tourism, with the buzz and excitement of harvest and usually ideal weather. At least anecdotally, the tourists haven’t come back yet. Just yesterday, someone with a close read on the Napa wine industry told me, “It’s surreal, this is normally the most vibrant time of the year for tourism and no one is here.”

So, what can we as Northern Californians do to help our regional wine communities as they continue to struggle with the aftermath of the fires? Yes, buy California wine, but more significantly plan a trip to the wine country, if not this weekend, then soon. Go to your favorite winery, or try a few new ones. Consider staying the night. Buy sandwiches at a local shop for a picnic, and dine at one of the many renowned restaurants for dinner. But most importantly, just visit.

Visitor resources:

Napa – www.visitnapavalley.com

Sonoma – www.sonomacounty.com

Mendocino – www.visitmendocino.com

The post After the Fires, How Can We Help Northern California’s Wine Country Communities? appeared first on Fineman PR.

What an organization says and does in the first hours of a crisis can make all the difference. Southwest defused the situation while United fumbled and added fuel to the fire.[Click on image for the full size infographic]

The post A Tale of Two Apologies appeared first on Fineman PR.

On September 11, 2001, I was in my fourth year with Fineman PR, then already 13 years old. It was 6 a.m. PDT and I was at home, getting ready for work. Little did I know that from that hour, my life – and life in America – would never be the same.

At the time, I was commuting on BART between the East Bay and San Francisco. My husband was already out the door. During his commute, he was listening to the radio and heard that the World Trade Center in New York had “exploded.” He called to tell me to turn on the news.

I flipped on the TV and saw one of the World Trade Center towers with a plume of black smoke. It was surreal. The news reported that a plane had flown into the tower, but little else was known. I decided to quell my fears and head into work.

When I boarded the BART train, it was eerily deserted. I arrived in the city and had a spooky feeling walking downtown to our office building. Hardly anyone was on the street, and only three people showed up at the office – including me and my boss, agency founder Michael Fineman. I didn’t know what to do. By then, a second plane had hit the World Trade Center and another had flown into the Pentagon. It was suspected that a plane destined for SFO was headed for downtown San Francisco, possibly the Transamerica building, possibly BART, neither far from our office.

Like many other offices, we had turned the lights off to avoid attracting attention, so we sat there in the half light, nervously watching the news and waiting, speculating where/when another plane might strike. The uncertainty was unnerving. And the silence deafening. Like many businesses, we closed the office early.

Officials were discouraging people from taking public transportation and now that I was 35 miles from home, I felt trapped. What made the situation worse was the sinking feeling that I might be pregnant. My life was passing in front of me, I was panicked and didn’t know if I would live to see another day.

When I finally made it home we sat in disbelief, glued to the TV watching for any developments. I cried and cried, wondering how I could possibly bring a baby into a world where such horrific acts were possible.

From then on, no one felt safe. Everyone canceled travel. People stuck close to home and sought solace and comfort among friends and family. What once had seemed important now felt trivial.

Later, our agency reviewed all planned programming with a critical eye. With many in our nation’s media based so close to Ground Zero, we were especially sensitive to if/when/how we might reach out, in light of the aftermath that they were living and breathing first-hand every day.

One of our clients at the time, outdoor sporting goods retailer Recreational Equipment Inc. (REI), was on the eve of launching a holiday gift-giving campaign involving new products. There was talk of canceling any outreach because of its commercial nature, but we counseled another approach, one that got to the core of our client’s business. On the client’s behalf, we commissioned a survey to assess the services REI could provide during the holiday season and gauge Americans’ beliefs about the role the outdoors played in their lives. The survey clearly indicated that Americans value the time they spend outdoors and place great faith in its restorative powers.

Following one of the greatest atrocities on U.S. soil, we found that 70 percent of Americans said they planned to head outdoors during the holiday season, a move that nine out of 10 reported relieves stress and lifts their spirits.

We released the results to coincide with the U.S. Department of the Interior’s (DOI’s) Nov. 10-12 “Weekend of Unity, Hope and Healing” around Veterans Day, during which DOI waived entrance fees at all the federal lands it oversees. DOI also invited state and county parks to join in, and many did.

While we did not highlight REI products in announcing the survey results, we did include the finding that seven out of 10 Americans said gifts related to outdoor activities and experiences would be especially meaningful and would promote family togetherness. Sharing the results of the survey struck a chord with the nation’s media, which gave the story wide coverage. At the time, the REI Denver manager was quoted saying, “The survey confirmed that REI’s role of helping people to have great outdoor experiences was an important one at that time.” He said, “We will particularly look at our clinics and events over the next few months to see what more we can do to help people get outside.” And they did. Today, REI remains a trusted resource for outdoor activities and gear.

In 2015, for my son’s 13th birthday, I took him to New York City and we visited the 9/11 Memorial Museum. We took a guided tour and met people who were there that day. Seeing that first-hand made me truly comprehend what an awful day in history 9/11 had been, especially for New Yorkers. As painful as it was to relive that day, it was also incredibly moving to meet a survivor – now a museum docent – and have him guide us through displays of storefronts still covered with ash, people’s torn shoes and papers in the street, video of people jumping from buildings to avoid burning to death, and the staircase down which some – including him – escaped on that horrific day. To read the stories of the people lost made it more real and helped my son truly understand and feel the magnitude of 9/11 far beyond the pages of his history books.

On the professional side, looking back from the perspective of 16 years, I see even better how being mindful of our audience and timing, using tact and showing respect helped our client. Our approach was sound and principled then – as it remains today.

The post Surviving and Moving On appeared first on Fineman PR.

1) Non-Traditional Sources Are The Norm And Require Dedicated Focus (and Budget) What is it that is having the most impact on communications today?

“Social media and blogger influencers will gain even more relevance in playing a major role in consumer opinion and spending decisions and must be part of any integrated communications strategy.“

“Public Relations will evolve into a mar-com service as paid, earned and owned media continue to integrate. People are increasingly getting their news from social media and spending more time on those sites to connect with friends and family, so I think this channel will become even more important and prominent in public relations functions.“

“Non-traditional media spaces continue to increase in size and popularity. Newspapers are no longer the arbiter of what is or isn’t “news.” As social media/blogs/podcasts continue to capture and keep more consumer attention for longer amounts of time, there’s a need for professional communicators in these spaces.“
– PEW reports 68% of all American adults now use Facebook¹
– Popular YouTubers are hiring PR firms when they have a crisis²
– PEW reports as of 2016, 21% of Americans age 12 or older say they have listened to a podcast in the past month³

“There will also be a continuing need for content updates for Search Engine Optimization purposes. That includes the ongoing need to have the client’s voice heard and its values promoted to the audiences that will resonate with those values.“

2) Visual and Virtual Reality Platforms Are The “New” Storytelling, er, Storyshowing

“For Public Relations, storytelling and communication will remain important, but the medium for that storytelling will continue to evolve with even greater emphasis on visual communication.“

“And that goes for messaging, too. Visual mediums (especially video formats and virtual reality technology) will require specialized public relations professionals who are adept at developing technical, visually compelling content with ease. Agencies today are seeing the need to amp up their own offerings in this area, both for their clients’ business and for their own marketing purposes.“

“Virtual reality will transform how our industry tells stories. As VR equipment and technology become more accessible, public relations agencies will be able to construct entire worlds for fully immersive experiences.“

3) PR Pros Need Multifaceted Skills, Including Content Development, Project Management and Coding:

“On the issues and crisis side, the industry will need to continue to emphasize the need for timely, substantive communications with tools and technology that make the process more efficient. PR agencies are embracing an even more diverse mix of professionals with specialized experience in graphic design, content development and coding, in addition to traditional core communications skills.”

“Outstanding writing abilities alone won’t cut it for the next generation of communicators.“

4) PR Audiences Are Data Driven and Demand Multiple Sources for Credibility

“As public relations pros, our future with the enduring news media will be defined and enhanced by the data we’re collecting today and how we use it. It’s intelligence that is valuable and packaged conveniently if we are doing our job. We are constantly learning more about consumers – when they’re open to new messages, what influences their behavior and how to responsibly guide their decisions. For example, we’re seeing how brands break through the incessant clutter surrounding their audiences and make consistent gains toward building trust, reputation and loyalty, as well as recover from missteps.“

“That’s an important point.  I recently joined the PR profession because of its potential to grow. Mass communication is so cluttered and increasingly difficult to sort through. Consumers will want to get real information from reputable sources, and journalists will need resources to help provide for that need. As people become more and more wary of commercial advertisements, authentic stories and real news will be what they want. And crisis PR, I think, will always be significant especially as activism continues to rise and people seek consumers’ rights.“

“Corporate blunders will never end as they have their basis in human fallibility. There will continue to be a need to protect brand and organizational reputations from accidents that happen, libel, fake news and social media rants, and journalists will need resources to be sure they have both or all sides of the story.“

“It’s critical to point out that we are not necessarily talking about just press releases. I see more and more cases of journalists asking for statements, interviews, expert opinion and testimony, data and assets.“

“Communicators and credible journalists will have to work harder and together in the name of defending our professions and promoting real news.“

“Often, too, there is the multicultural component that will require journalists and PR people to work in tandem. Agencies and brands are seeing the need for hiring community and cultural insiders, people who know how to navigate the social space of each diverse community. This new reality is also an opportunity for creative development, as the mainstream becomes more accustomed and receptive to multicultural imagery, flavors, sounds, stories and products. I think the key to multicultural communications in the future will be subtlety, as opposed to, for example, trying to engage Latinos with a mustachioed guy in a sombrero speaking Spanish with Mariachi playing in the background.“

5) Constant Data Collection Sources Means Measurement Capabilities and Tools will only Increase. Get familiar with them.

“Program measurement is becoming more sophisticated, accurate and meaningful as technology continues to develop. Google, for example, is using credit card transactions to track how digital ad campaigns are linked to purchases. To extend that kind of technology means that we’ll be able to track how content consumed via online/mobile/digital channels impacts consumers’ offline purchasing behavior and vice versa. So, for example, say I read a magazine article about a new product and see an ad for that same product on Instagram; then after a few weeks, I decide to buy that product in a brick-and-mortar store. Measurement technology will be able to correlate my purchase to the magazine article and the ad. We have even more ways now to measure the value of our communications, but it is just the tip of the iceberg.“

“To Karmina’s point, we’re also seeing more companies using data collection in combination with technology to measure and influence consumer behaviors in new ways. The rise of smart personal assistant devices like Alexa and Google Home have brought behavior-tracking even further into consumer home-life, but are still trying to find the balance in what kind of content they can serve to consumers before it becomes too intrusive. Google Home recently came under fire for serving unsolicited ads to consumers who had selected to have their daily news voice-read to them. While technological capabilities increase due to better data collection, its more important than ever to craft stories that consumers will choose to listen to.“

As we look ahead to the second half of 2017, Fineman PR is fine tuning our own crisis, marketing and corporate public relations programs and service offerings accordingly. Which trends and predictions do you see changing our field? Join our conversation below.

^{1 http://www.pewinternet.org/2016/11/11/social-media-update-2016/
2 https://theoutline.com/post/1472/a-youtube-family-accused-of-child-abuse-has-hired-a-crisis-pr-firm
3 http://www.journalism.org/2016/06/15/podcasting-fact-sheet/}

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For PR and communications professionals, our role is becoming more essential – and challenging. Sure, we’ve traditionally served as liaisons between the media and clients, but we are now bridging a quickly widening and more contentious divide. War has been declared: on media, on fake news, on press briefings, on magazine cover authenticity, on facts. And, there are more questions than ever for all involved, from journalists and media executives, to corporate spokespersons and political strategists, as well as public relations counselors:

What are the facts? Who can we trust? Where is the backup? What is the actual impact? Who is listening/reading/watching/reacting/posting? What next?

But before we rush out for emergency disaster kits and tackle each other for the last loaf of bread at the gas station, let’s get a grip. There may not be quick resolutions to the conflict at the national level. But, there are still core certainties to how we do business as PR professionals. Our approach still has a strong bearing on how our organizations and clients are perceived and positioned in the public eye. While techniques and vehicles for communications may be changing, and while tones may be shifting nationally, our professional rules of engagement remain rooted in good faith and good sense:

7 Core Rules of Engagement for PR Professionals:

1. Prioritize Substance and Strategy:

Don’t cave to the pressures of instant news or a 24/7 content cycle. Keep messages informed, backed by the facts, and guided by a long term strategy.

2. Be Credible and Stick to the Facts

Assume that any message or sound bite will be fact checked in real time and plan accordingly. Provide media backup and third party resources for facts or figures. Validate the credibility of any contributing sources.

3. Correct Misinformation Quickly

Humans make mistakes. Most (reasonable) people will correct them. If news coverage or public discussion requires correction, pursue it in a timely, reasonable and politely persistent manner.

4. Save the Flame Wars and Theatrics for the Other Guy

Your credibility (and your client’s) is worth more than a fleeting moment of instant stardom. Resist the temptation to throw a verbal punch for the sake of short term attention or emotional gratification. If you do choose a brazen approach, be armed with the facts and prepare for ensuing attention. Don’t shrink from the spotlight you’ve created.

5. Manage Expectations for Media Engagement, Set the Tone

It’s easy (and dangerous) to assume that your audience shares your understanding of the desired outcome for media relations. Give clients and journalists a clear understanding of the context for your engagement and discuss in advance how the process will work to avoid potentially, derailing surprises.

6. Engage Creatively

Social media content drives news and personal engagement. Period.  While traditional media dukes this one out, new media and social content are driving messages home on a personal level for most Americans. Use creative content development to your advantage, and target your audience and message for higher impact.

7. Embrace Diplomacy

It’s easy to engulf ourselves in heated debate, especially when traditional rules of public engagement seem to have gone extinct.  Keep your personal and political assumptions at bay. Set aside conspiracy theories for your personal fans. Journalists, clients, detractors and allies will listen far more intently to a calm, objective tone than a projectile verbal assault.

Now, to diplomatically resolve who devours that last loaf of bread…

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1. Myth: “Reserve” wines are better

Fact: The term “reserve” is meaningless, and consumers should know this. In fact, there are no rules or regulations whatsoever regarding the use of “reserve” on a wine label. Its meaning is up to the customer’s interpretation. Many wineries do put their best wines in the “reserve” tier, but make sure that’s the case. If you’re visiting a winery, ask the tasting room team. Trust your local wine retailer’s input as well. Don’t spend more money, or believe you’re getting a better wine, just because the label says “reserve.” Here’s a more detailed explanation from Wine Folly.

2. Myth: If a wine costs more it must be better

Fact: While this is oftentimes true, it’s not always the case. Sometimes a wine is priced based upon where it comes from, its pedigree or scores from critics it has received for past vintages – none of which are a guarantee of quality in the wine you’re considering to purchase. There are many low- to moderately-priced wines, both domestic and imported, that are sure to please if you take the time to do a bit of research and trial. Utilize online resources that specialize in reviewing and recommending affordable wines that over-deliver on quality. Check out cheapwineratings.com.

3. Myth: Large corporate wine companies don’t make great wine

Fact: Many well-known and highly-regarded wineries are commonly owned by large wine conglomerates, and they continue to produce outstanding wines. In many instances, the founding winemakers stay on board continuing to craft the same wines that made them successful in the first place. This is the case with Jackson Family Wines recent purchases of boutique producers Copain and Brewer-Clifton.  If anything, being part of a larger company affords many wineries more funding to improve winemaking facilities and, in many cases, benefits the consumer by offering wider distribution opportunities.

4. Myth: Single-vineyard and “small block” wines are always better

Fact: Certainly there are many acclaimed vineyards that all but guarantee quality, and the resulting wines bearing these vineyard names on the label command high prices. Likely the most well-known vineyard, Napa’s To Kalon, is a great example.  Sonoma County’s Ritchie Vineyard and Heintz Vineyard are known for outstanding Chardonnay, both selling their fruit to many A-list producers, who also know they can charge a premium for these wines. However, many wineries produce single-vineyard wines or “small block” wines that aren’t necessarily of any higher quality (of course this is subjective) than their other wines. The “standard” wines are blended from several blocks within one vineyard or are sourced from several different vineyards. Look no further than Lynmar Estate’s Quail Vineyard Chardonnay, blended from numerous blocks (or parcels) throughout the estate’s 45-acre vineyard. The Quail Vineyard Chardonnay happens to be my personal favorite among the Lynmar Chardonnays.

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