When I started my public relations agency in the late eighties, I was determined to further define Public Relations and make it a more powerful and recognized tool in the marketing mix. There was no such thing as social media; fax machines and networked computers were what we thought of as high tech, and we used actual tablets and notebooks made of paper for notes. To say the least, we were less automated by today’s standards but still “smart,” just without smart devices.

For me, back then, defining PR for a wildly competitive marketplace meant developing a dynamic publicity machine, based on memorable, entertaining, and, perhaps, provocative story lines that showcased the values of my clients’ brands. As a brand marketing tool, my public relations methodology was, at its core, trust-building communications for the brand promise. It was to be ethical, attention-getting and crisp. At the same time, I knew there was so much more to public relations than just publicity. As we became more and more successful, clients began giving us more than one-dimensional work.

I fulfilled my vision with message-driven, national news for my clients, and so was born “Brand PR.” I coined that term to show that public relations could make a brand promise so viscerally meaningful – in language, stories, experiences and messages – that other factors (price, for example) lose relevance. In the decades to come, Fineman PR also earned national recognition for its 17-year running of the widely published “Top Ten PR Blunders of the Year” to comically demonstrate the public relations impact of an organization’s every word and action. We also developed the PANTCHEK crisis principals (don’t get caught with your pants down in a watershed moment).

Twenty years in, a new age was upon us, an age of videos, social media, clever digital graphics, significantly shorter attention spans and an exponential surge of online media outlets, citizen journalists and web-based forums.  We upped our game to build that side of the business as client needs and demands continued to evolve.

Over the years, the caliber of Fineman PR’s clients and our results on their behalf have been the source of tremendous pride that continues to this day. From representing the two distinguished Napa Valley wineries that, 20 years previously, put California’s wine industry on the map (beating their French competitors in the 1976 Paris Blind Tasting), to creating memorable Brand PR programs for countless consumer packaged goods and natural foods brands; to coordinating major client events all the way to the White House; and supporting crisis clients around the clock in their most dire moments to do the right thing by their customers, employees and communities. We handled a few colorful and sometimes bizarre high-profile issues that most people wouldn’t believe unless you were in the room with us. At the core, we are known for bringing discretion and fresh thinking to each unique public relations challenge. As anyone who has worked with me will tell you, at Fineman PR, “spin” is a forbidden four-letter word.

Last year, I met David Anderson, co-founder and co-CEO of a highly competent and visionary digital agency based in Phoenix: Off Madison Ave. Besides being like-minded about our areas of expertise and our mutually dry senses of humor, and with David’s agency based on the solid principles of behavior design and digital communications, Off Madison Ave specialized in areas that we sought growth. In turn, David and his founding partner Roger Hurni valued our substantive approach to public relations, our reputation for quality work, our crisis communications expertise, and our 30-year track record. We knew fairly quickly there was a match, the kismet I mentioned in my opening paragraph.

Off Madison Ave’s acquisition of Fineman PR became official November 1^st. Even amid the challenges and changes of 2020, our teams have melded (via Zoom) with high energy, creative sparks and excellent rapport. The two teams are surprisingly similar in temperament, complementary in our skills and strengths, and each appreciative of the capabilities we all bring to the party. I look forward to the next chapter of smart, creative growth and continued excellence. Many thanks to David, Off Madison Ave co-founder Roger Hurni and to my own team as we embark on this new adventure. I am, as always, grateful to my many friends in the business and valued clients who have been part of our journey and look forward to reconnecting as a member of the Off Madison Ave team.

The post It Happened in 2020, and it was Good appeared first on Fineman PR.

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.

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.

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/}

The post Five Trends and Predictions Changing the PR Industry appeared first on Fineman PR.

We’ve had high quality footage that was taken on an iPhone run on the news the next day, and many times our clients have asked for our photos from an event rather than use the shots their photographers took.

So here are some quick tips for when you’re in a pinch and just need to buckle down and get the shot:

1. The Rule of Thirds – Once you know it, this one is very easy to remember, and will make a word of difference in your photo composition. An image should be imagined as divided equally into thirds—both horizontally and vertically—and important elements should be placed either along the dividing lines or their intersections. Like so:
2. Don’t be afraid to get in close – It can be intimidating to get in front of a crowd or possibly get in someone’s way to get the photo you need, but getting in close is often necessary for the best picture. So don’t be afraid; get in there and get your shot!

          It can be the difference between this photo                                   …and THIS photo

3. Remove distractions! – Good photos and videos should look as clean as possible, with a focus on the subject. When in doubt, just shoot against a plain white background, and remove anything that distracts from the subject. Even if it’s just a small crack, or there’s a poster on the wall, or replacing a patterned paper plate with a plain white sheet of paper. Minor details make a big difference.

This is part one of a series of quick tips we will be doing on the blog, so please keep an eye out for our next batch!

The post Quick Photography & Video Tips for PR Pros appeared first on Fineman PR.

Even experienced communicators can get rattled when the phones are ringing off the hook – from the media, regulators and other government authorities, customers, the general public, employees and the board. Not to mention the fires breaking out on Twitter, Facebook and Instagram. Response time has shrunk from 48 hours to 48 minutes to what feels like 48 seconds.

Memorize PANTCHEK to get your priorities in order so you won’t flail and fail in public. Here’s an easy visual story to help you get started.

• Public welfare is the first priority
• Assemble the facts. Once they are verified, Announce All bad news at once
• No blame, No speculation, No repetition of negative charges or questions
• Tell your side of the story or Take responsibility
• Care and Concern for those affected – express it sincerely and right at the outset
• High-level organization spokesperson – let the public see the crisis has top-level attention
• Ensure that it will not happen again with a solid plan that will generate confidence
• Keep a separate plan for moving daily business ahead

View our crisis checklist here.

Michael Fineman is president of Fineman PR, a San Francisco public relations firm that specializes in crisis communications, brand PR and multicultural communications. Contact him here. 

The post Video: Get your ship together in a crisis appeared first on Fineman PR.

But how many brands are using – or thinking of using – a photo/video sharing app that has taken the social media app market by storm since its debut in 2011, Snapchat? With more than 700M “Snaps” (photos and videos) a day, it’s becoming increasingly important for brands and businesses to include Snapchat in their marketing and advertising strategies.

For anyone unfamiliar with Snapchat – and that may well include you if you’re older than 25 – it’s a mobile app that allows users to share videos and pictures with their friends. Unlike other photo-and-video-sharing apps, Snapchat images are intended to disappear from a recipient’s screen after several seconds. When users send a photo or video to one or several friends, the sender decides if it will “live” for one to 10 seconds.

Users also have the option to create Snapchat Stories – photos or videos that are automatically shared with their entire friend (follower) list. Snapchat Stories allow brands to connect and interact with consumers in a new way – a photo or video can be shared on a brand’s own Story which remains visible to followers for 24 hours before vanishing. A brand’s Story should be organic and true to its message and identity. The idea is for consumers to engage with and learn about a brand through a series of Stories.

As we approach the millennial segment, we have to do things differently to successfully engage this audience. Brands have to consider whether Snapchat is the right tool for them. Is your target audience active on Snapchat? Is it within budget? What’s your expected ROI? If and when your brand is ready to invest in Snapchat, there are several best practices to keep in mind before you dive in.

1.  Know your audience

This is almost always the first tip you’ll get, and there’s a reason for that. It’s great advice, and it’s imperative. Brands need to know their audiences, and well. Roughly half of Snapchat users are 12-17 years old; nearly a third (31 percent) are 18-24; and just one out of five (20 percent) is over 25.

While brands need to understand their demographic, they must also understand how their audience is using the app. What do they Snap day-to-day? How many times a day are they using/checking the app? Dig deep – relevant brand engagement requires understanding the millennial generation and communicating to a specific mindset.

2. Develop a focused approach

Millennials generally want to feel as if they are one-of-a-kind. Develop a strategy that caters to them in a unique way. A brand’s storytelling should give its audience a “behind the scenes” peek, such as building suspense about a new project or campaigning by sharing teasers. This type of approach will engage your audience and grow your followership. Follow these three important guidelines to build your presence on Snapchat:

• Build trust by displaying a deep understanding of the millennial generation.
• Connect relevantly and authentically by establishing a consistent brand voice.
• Amplify your story by creating shareable content that matters to your audience.

3. Incorporate fun, creative content to capture your audience’s attention

 Millennials respond to fun and creativity, so engage with them in fun, creative ways. This can include incorporating contests or sweepstakes in your Stories. If your brand takes this approach 1) keep instructions clear, 2) use more than one Snap to explain the process and requirements, and 3) keep the sweepstakes timeline short (e.g., 2-3 hours). Also, provide followers with exclusive prizes (remember, millennials love incentives) and use the chat feature to share legal language and communicate with winners.

Content must also be creative – use a stylus to help with doodles and writing or experiment with filters to enhance images. The choices are endless; explore options to discover what works best for your brand.

4. Measure your success (ROI)

 Measuring Snapchat success isn’t straightforward. As many in the communications industry know, success is usually measured by total secured media impressions, media coverage and messaging/tone. However, there are currently no comprehensive metrics for Snapchat. Still, success can be measured by engagement rate (total interactions/total followers – interactions include views, replies, replays and screenshots), open rate (how many followers opened your Snapchat Stories) and channel growth (how many followers you gained).

Finally, as with any effort that involves spending time, energy and resources, always keep in mind both the hope-for benefits and the app’s limitations.

The post Is Snapchat right for your brand? appeared first on Fineman PR.

While the book pokes fun at our increasingly transparent world, not all the ideas it presents are far-fetched. We live in a world where people constantly share their thoughts and a laundry-list of experiences on a range of social media platforms. As social sharing becomes more common among individuals and as revelations of corporate practices keep appearing in the news, demand grows for companies to draw back the curtain and become “transparent.”

What does it mean to be transparent? Transparency connotes candor – demonstrating that you have nothing to hide and that your actions are consistent with your professed values – but it does not have to be an all-or-nothing proposition. To be considered transparent, brands don’t have to open their HR files or share internal meeting minutes. CEOs don’t need to post Instagram photos of themselves with everyone they meet for lunch or cocktails. Rather, consumers just want to see evidence of what a company stands for – in deeds as well as words. Being transparent means sharing values and the thought process behind decision making. It means making a brand knowable in much the same way that personal acquaintances are known. Just as we can say without hesitation if our friends are trustworthy, transparency makes it possible for us to know whether a brand deserves our trust.

When consumers feel they can trust a brand, they often become brand loyalists and share their “finds” with others. This is priceless. There are a number of ways to build trust with the public and gain this unparalleled advantage:

Corporate social responsibility

Socially conscious campaigns are a great way to win consumers over – or at the very least spark positive buzz. TOMS Shoes is a good example of a socially responsible company that markets philanthropy and aligns its philanthropic efforts with its business. For every pair of shoes sold, it donates another pair to a child in need. Consumers feel good about their TOMS Shoes purchase knowing that they have simultaneously given to someone in need. In turn, their respect and trust for the brand grows. When a brand shows its charitable side, it becomes personified as a company that is relevant to the audience it is trying to reach.

Values

Consumers want to know what a brand stands for. If consumers are to become a strong proponent of a brand, they need to know that the brand’s values align with their own. Dove has taken a clear stance on female beauty standards and positive body image through its Campaign for Real Beauty, which has sparked conversations about self-esteem and definitions of beauty. The brand is now associated with its “real women” campaign, meaning it has successfully promoted and stood by its core values.

Recently, there has been a rise in organic, natural product sales as consumers demand to know what is in the products they purchase. Many food companies are well aware of this trend and are making impressive changes to gain consumer trust. Earlier this year, Kraft announced that it is removing preservatives and orange coloring from its macaroni and cheese products. More recently, General Mills pledged to remove synthetic ingredients from its cereals. By making changes in response to consumer concerns, brands are demonstrating in actions, not just words that they care.

Social Media

Social media platforms are today’s best way for brands to reach consumers on a personal level. Building trust and loyalty takes time and requires meaningful interactions, but with the maturation of social media, listening and responding have never been easier. Every day, thousands of consumers take to social media to voice their opinions and seek answers to their questions. The conversation about your industry – and perhaps your brand – is already ongoing. All you have to do is join. It will not only make you relevant, it will give you an opportunity to engage directly with your audience, reinforce your values and positioning, and correct misperceptions. Responding to a consumer concern online or sharing a companywide change in focus or design can go a long way toward cultivating consumer loyalty.

However, if the opportunity to engage with consumers is missed, it may cost a brand more than just a “like” or retweet. Brands can no longer get away with offering mediocre customer service or limited information. If a brand is not open and responsive, consumers will go elsewhere to find the answers they need or the service they desire. Worse, consumers will likely express their disappointment or frustration on social media. Brands are therefore well advised to use social media to build relationships and trust.

Everyone’s doing it

Looking at the current presidential campaign, it seems clear that to stay afloat, serious contenders, regardless of party, must get on the transparency bandwagon. When it was found that Hillary Clinton used a private email server during her tenure as Secretary of State, suspicion mounted and has yet to abate. Jeb Bush, on the other hand, recently made public 33 years of tax records in what is believed to be the most far-reaching release of financial information ever made by a presidential candidate.

Just as voters want to back a transparent candidate they can trust, consumers want to spend their money with brands they can trust. With the constant sharing of information in today’s world, brands face getting left behind if they don’t join in and act transparently. Brands have a real opportunity to build a loyal fan base if they are willing to share and interact with the public in a way that makes clear that they are “walking the talk.”

The post Brands Trending Toward Transparency appeared first on Fineman PR.

Reddit is a social network and news website where anonymous users, or “redditors,” can subscribe to over 9,600 different communities, or “subreddits.” Are you a total tech junkie? There are about 20 different subreddits that cater to technology enthusiasts. Or maybe you just REALLY like Nicolas Cage? Yes, there’s a subreddit for that too (appropriately titled “One True God”). Subreddits can be cities, industries, interests, religions, hobbies, news and everything in between.

How it works is a redditor submits a text-based post or link, which fellow redditors then vote “up” or “down” to determine the post’s position on the page. The higher a post rises on the page, the more impressions and traffic it receives. Almost any viral content you’ve encountered in the last 10 years dates back to a single post that was significantly up-voted on this “front page of the Internet.” Popular sites like Huffington Post and Buzzfeed are famous for borrowing content, stories and ideas from reddit.

So, why should you care?

With more than 168,519,576 unique visitors per month from more than 208 countries, the better question is probably “why wouldn’t you care?” Based on sheer numbers alone, it’s obvious that, if executed well, reddit can be an incredibly powerful tool for generating brand publicity.

The catch, however, is that reddit prides itself on having little to no tolerance for commercial content. Post something that screams “promotional marketing” and redditors will down-vote you faster than you can learn what “TIFU” means. Not only will the post get buried in the subreddit but your reddit karma, and credibility, will suffer. (Yes. Redditors, like all of us, build karma, but only on reddit is your karma score displayed next to your username.)

As a brand, the key is to navigate reddit gracefully and strategically. Here are three tips for using reddit to help strengthen your brand.

1. Put yourself out there with an AMA

You’ve got to risk it to get the biscuit.

An Ask Me Anything, or “AMA” in reddit-speak, is an open forum where a person of interest posts a thread titled “I am ___, ask me anything” and the most upvoted questions are answered. It’s uncensored, risky and, when leveraged properly, extremely beneficial. Everyone from President Obama to astronauts currently in orbit have tried their hand at it, and for good reason. A high-profile AMA is one of the most coveted interview opportunities in new media because it shows transparency and vulnerability.  An AMA could be a great chance for your CEO to win over legions of redditors with candid yet positive answers to real questions.

Image courtesy of Reddit

2. Gather uncensored consumer insight

No matter what market a company operates in, it is certain that at least some of its consumers are on reddit. For example, a company that producers gluten-free cookies can subscribe to a subreddit about baking or living gluten-free to see what its audience is talking about. Because accounts are anonymous, people discuss topics and share opinions with unparalleled candor, giving the company invaluable insight into consumers’ minds. Think of subreddits as a heavily curated glimpse into any lifestyle.

3. Discover trends before they’re trending

Why did the hipster burn his tongue? Because he ate his food before it was cool.

Everyone, brands and hipsters included, wants to stay ahead of trends. Keeping ahead of what’s “in” and what’s “out” means that companies can create relevant, interesting content that will appeal to consumers on a more personal level. While some brands are still trying to make “bae” happen, others are already looking ahead (and on reddit) to see what the next big thing will be. Because reddit encompasses and aggregates just about everything under the sun, it’s a safe bet that the next fashion trend or viral video is already being shared and discussed in a subreddit right now. By tuning in to different subreddits you can observe what people are talking about well before there’s a viral meme for it.

TL;DR: Reddit can be a great tool for gaining brand trust and consumer insight; just be sure to play it cool and follow the rules.

The post Reddit, does your brand get it? appeared first on Fineman PR.

According to the American Press Institute, “Fully 88 percent of millennials get news from Facebook regularly, and more than half of them do so daily.” Why, you ask, does it matter where millennials get their current events updates? Well, this cohort (18-34 year olds) happens to be the nation’s single largest population segment, so it has an enormous influence on the way brands seek to influence their consumers. Companies are missing a golden opportunity if they are not reaching out as effectively as possible to America’s 75 million millennial consumers – whose annual spending, by the way, amounts to a tidy $170 billion.

Because millennials use social media not only for news but also to keep up with what’s trending, companies should find it an effective tool to reach these big spenders. In fact, a recent study by Media Insight Project indicates that more and more, millennials are moving away from broadcast and print media and are instead getting their information from Facebook and Twitter. According to survey data from NuVoodoo, as reported in AdWeek, YouTube ranks even higher – much higher – than Twitter with millennials, and Instagram is running neck-and-neck with Twitter, rounding out this cohort’s four favorite social media sites.

In “Social Media Playbook for Business: Reaching Your Online Community with Twitter, Facebook, LinkedIn and More,” writer Tom Funk says that social media offer companies the opportunity to strengthen their relationship with customers. He also observes that social media interaction can lead to higher sales and approval of their products. Social media also offer brands the opportunity to share content and experiences that millennials find worth talking about. Doubters, isn’t it time to take advantage of this?

Here are some insights as to why the doubters should take a different approach to social media:

Make IMPRESSIONS

According to a recent study on Viralheat.com, 70 percent of marketers acquire significant numbers of new customers on Facebook alone. This finding correlates with the observed phenomenon that millennial consumers tend to remain loyal to brands they follow on social media. By connecting to this large group of consumers through its favorite social media platforms, brands can create and strengthen lasting relationships that will ensure loyalty and ongoing sales.

Innovating leads to sharing

While traditional forms of marketing remain important for a brand, a study conducted by Moosylvania shows that millennials now tend to steer clear of traditional advertising. The study indicates that brands that appeal to millennials (e.g., NIKE, Apple, Target) not only maintain a strong presence on social media, they are also not afraid to take a marketing approach that is “out of the box” in a way that millennials are apt to remember and appreciate. This generation is also motivated by content that is easily accessible and shareable. This relates to the fact that millennials like to be the first to know about, well, everything. Moreover, the interactivity of social media give millennials the feeling that companies are hearing their voice. That matters to this generation. Thus, brands that want to reach millennials certainly need to pay attention to social media.

Bare it all

Social platforms not only enable brands to create a more transparent personality, they also allow companies to reach out to their community and foster a strong, healthy relationship with consumers.

As an example, Amy’s Kitchen recently had a recall. Thanks to social media, however, the company was able to quickly respond to consumer questions. By positioning the brand as responsive, this transparency strengthened the company’s relationship with consumers.

Social media offer brands the opportunity to reach millennials in innovative ways, which is exactly what they want. So, skeptics, it’s time to get social.

The post Time to Get Innovative – Time to Get Social appeared first on Fineman PR.