Subsequently, the internet blew up with opinions on whether or not this honor was truly deserved. President Obama congratulated Dylan on Twitter, along with many others, but some are less supportive. US novelist, Jodi Picoult, tweeted she was “happy” for Dylan, but added the hashtag “#ButDoesThisMeanICanWinAGrammy?”.

I felt some nostalgia when I discovered the news. Growing up, Dylan songs were always playing at our house. My dad owns every album, bootleg, LP, EP, you name it. In our household he was referred to as “Holy Bob”, and as much as I hate to admit it, I was not a big fan of his music as a kid. Maybe it was the child rebel in me, or maybe it was because I thought his voice sounded kind of funny.  Truth is, I didn’t understand or realize the gravity of his lyrics at the time.

After learning more about his songs, I realize how impactful they were, and still are. I have to say my personal favorite is ‘Tangled Up in Blue’. Although I wasn’t a part of his following early on, I realize he was the voice of a generation, and a powerful one.

Many may think of Bob Dylan as just a musician, but he is arguably a more talented communicator. In public relations, we strive daily to create powerful and resonant messages through language. We want people to think deeply about what we are trying to convey and better yet, do something about it. A good communicator is not just a good writer, but communicates with an authentic, unaffected and at times, a fearless voice. Bob Dylan’s lyrics have not only commanded attention, they’ve demanded action. Blowin’ in the Wind and The Times They Are a-Changin’ were considered anthems of the anti-war and civil rights movements. Dylan has been directly credited for influencing opinions and inspiring mobilization.

Dylan has also shown that he does his research. He once said, “If you like someone’s work, the important thing is to be exposed to everything that person has been exposed to. Anyone who wants to be a songwriter should listen to as much folk music as they can, study the form and structure of stuff that has been around for 100 years.”  The same rings true in any creative endeavor and especially in PR.  Researching what campaigns have worked in the past and the steps that were taken to create them is all part of the process if you want to be successful. Every week at Fineman PR, we hold a “Creative Steals” session to dissect and analyze communication campaigns from around the world that inspire us, and we discuss what we would do to make them even better.

With all of the controversy around his winning of the Nobel Prize for Literature, I found myself questioning, “Why wouldn’t Bob Dylan deserve this award?” Bob Dylan moved people and his lyrics got through to people in ways that most writers will never be able to do, no matter how hard they try. I’ve seen first-hand the way his songs have moved my dad, and I feel lucky that I got to experience at least a little Dylan in my lifetime.

The post A Great American Communicator: Reflections on Bob Dylan’s Nobel Prize Win appeared first on Fineman PR.

Four Seasons, Ritz-Carlton, Rolex, Cartier, Rolls-Royce, Bentley and Gulfstream are some of the world’s most recognizable luxury brands. What do they all have in common, beyond having achieved status as the high-end leaders in their respective industries? They are all highly active on social media, enjoy a robust following and engage their audiences across numerous platforms. These brands are using social network sites to connect with both high net worth individuals as well as the millions of “aspirational” consumers who wish they could afford brands such as Jimmy Choo, Hermes and Porsche.

Once viewed as “down market,” social media is gaining steam as a communications vehicle for luxury brands as high net worth consumers increasingly participate the online activity. According to a recent wealth management study, the “futurewealthy” (those with an average $1.9 million in assets) spend at least six hours a day online and 71 percent already have a presence on Facebook. Another study found that 47 percent of U.S. ultra-high–net-worth investors (those with a net worth of $5 million to $25 million, not including primary residence) now use Facebook. Social media offers a built-in audience that fits the demographic target.

The world of wine also has its ultra-luxury brands, with new releases costing upwards of $150 per bottle and occasionally reaching four figures. Napa Valley’s Screaming Eagle, Silver Oak, Schrader, Opus One, Harlan, Caymus, Shafer, Dalla Valle, Dana, Derenoncourt, Araujo, Peter Michael, Gracy Family, Moone-Tsai, Tor, Plumpjack, Hall, Spottswoode, Kenzo Estate, Carter, Inglenook and Beckstoffer are among the crème de la crème of luxury California wines. What these pricey, blue chip wine brands all have in common are high scores from influential national wine critics and the perception of scarcity. What might be surprising, though, is that only half of the aforementioned brands have a presence on social media.

A 2012 paper by Simon Frasier University, entitled “Luxury wine brand visibility in social media: An exploratory study,” examined the visibility of Bordeaux first-growth brands in the social media environment. It found those brands using social media did not have a clearly defined strategy, and several simply did not use social media at all.

What’s driving the lack of participation by some luxury wine brands on arguably the fastest growing and among the most influential marketing and communications platforms? Maybe, that they are already easily selling out every vintage and having waiting lists that host thousands of want-to-be buyers. Some brands may believe that social media’s open forum diminishes their mystique or runs counter to the elusive perception of say a bottle of Bryant Family or Colgin.

With high net worth individuals (or those aspiring to be) researching, shopping and sharing online, the reality is that luxury wine brands without a defined social media strategy, or those choosing to not have any social media presence at all, are eliminating one of the world’s most effective communications tools – and source of present – and future – brand loyalists. Those potential brand loyalists, the Millennial generation, will become the largest consumer demographic in the U.S. by 2015, and luxury brands need social media strategies specifically geared toward this audience.

Case in point, Ferrari boasts a staggering 11.8 million likes on Facebook, while the company only produces a few thousand vehicles a year. You can bet those aspirational fans will snap one up if/when they have the means to do so.

Here is how wine brands, regardless of price point, can absolutely benefit from social media:

• Continue to increase brand awareness. No matter how much publicity a brand receives, social     media can only increase awareness of the value of a wine and the legacy of its producers.

• Leverage current winery talent and stake a claim for competitive achievements. Many luxury     wine brands work with the most acclaimed winemakers; social media is a vehicle to let them     help contribute to the brand’s voice. It is also a key place to tout or link to accolades and     achievements.

• Engage with customers, both current and future. Communicating through social media builds     long-term brand loyalty. Social media allows for direct engagement with customers, on a daily     basis in many cases, and allows them to feel more connected to the brand.

• Provide instant gratification. Social media allows for real-time communication about what’s     happening, unlike a once monthly email newsletter or twice-annual hard copy letter.

• Establish brand loyalty for those who are not yet customers but hope to be (whether it’s being     added to a mailing list, or aspirational customers – a younger demographic or those not yet able     to afford a first purchase.) Build an admiring audience who will continue to spread the “legend.”

• Provide an experience. Social media allows for ongoing storytelling, compelling visuals of the     vineyards, the winemaking process and building anticipation for upcoming wine releases, as     Caymus does here.

• Connect your customers with real people. Since many luxury wines don’t have tasting rooms,     and even if they do, some customers may never have the chance to visit. Social media allows     brands to introduce customers with the people behind the wine,
    creating a more personal     connection, as Peter     Michael does here.

• Keep wine journalists updated near daily without endless streams of press releases. Journalists     are highly active users and social media is any easy way to communicate about new releases or     what’s happening in the vineyard and at the winery. Keep your brand front and center among the     influencers.

• Monitor what’s being said about your brand. At a minimum, social media allows a brand to     monitor its reputation in the marketplace and provides a vehicle to redirect the conversation and     correct misinformation.

• Tell your story first. No one wants a crisis, but when crisis strikes, say a product quality issue or     unexpected change within the organization, conversation will first begin on social media…and fast.     Having an existing social media presence will allow even small, cult followings the chance to hear     the brand’s side of the story first, and share critical information with their networks quickly.     Existing social media networks and profiles will cut short the lifespan of a crisis significantly and     add credibility when it is needed most.

The post Luxury Wines Take Note: Social Media Activity Gains Among High Net Worth Consumers appeared first on Fineman PR.

Everyone wants to be heard – clients, media, colleagues, friends, kids, spouses, parents, even the family dog. What I’ve learned in my more than 20 years in PR and ten years as a mom, is that often it’s what is unsaid that matters most. In fact, research shows that 93 percent of messages are communicated non-verbally. If you don’t “listen” carefully, you might miss those subtle cues, nuances and takeaways and things could go horribly wrong.

These are some the things I’ve learned along the way:

Don’t be tone deaf – Monotone, dismissive, frightened, anxious, angry, frustrated, resigned, determined — whatever the emotion, the tone of someone’s voice can be telling. They could be blowing you off while saying they’re interested or vice versa. Tuning into tone can provide a greater takeaway than the words themselves and help you truly get where the individual is coming from and what approach to take next.

Consider the climate – There’s a whole lot that goes on behind the scenes – whether it’s internal workings at a company, market factors or personal life. Taking a read on these factors can provide valuable context if you pay attention. Asking your sister to cough up $1,000 for a bridesmaid dress when she’s in the midst of divorce and foreclosure seems like a no-brainer, as does expecting a huge bonus when your company is bleeding money, yet it’s surprising to me how often these factors are discounted, often to someone’s detriment. At best, you’ll come off as clueless and at worst, downright insensitive.  

Speak the same “language” – “It’s a go” could mean approved, or no go. “Go big or go home” sounds like support of thinking big – but just how big is up for interpretation. A “great” from a boss or client could be the highest form of praise or feedback that your work is mediocre. And guys, when a woman asks you how she looks, don’t tell her she looks “fine” unless it’s “lady, you look FINE,” (as in you’re the most beautiful woman in the room).  “Fine” should also not be used to describe the dinner that your significant other slaved over. Comprende? Just like visiting a foreign country, understanding the language of an organization – or an individual – can help you better navigate and communicate in a way that is clearly understood and appreciated.  

Silence can be deadly – No news is good news doesn’t always apply. A long pause at the end of a phone line, days or weeks with no response or no “likes” on your Facebook post, all could spell trouble. Don’t struggle to fill that silence but analyze the cause. Does your idea bite or does your client just need a little time to digest? Is that new business prospect MIA or is the proposal review process taking longer? Maybe the individual with whom you are communicating is frustrated, disappointed or at a loss for words and is struggling to maintain composure or develop a response (as was the case of my stunned silence when the question about “the talk” was presented by my then 9-year-old (see my crisis blog).

Get a cue – If you are at a client event in the evening, it’s not the time to break your college drinking record, especially if the client is abstaining. Those of us who are parents have all been lucky enough to be on the receiving end of blank stares and nods as our children completely ignore us. The same applies in the professional world – texting, IM’ing and checking Facebook during a meeting (or worse, a dinner) are a sure sign that the individual is tuned out. And a smile that doesn’t reach someone’s eyes may mean they are gritting their teeth and bearing it or just humoring you. Take note and change course.

Read between the lines – “I’ll do it.” “It’s OK.” “No problem.” “It’s (or I’m) fine.” “No worries.” “You’ll hear from me soon.” “I’ve got it covered.” There is a laundry list of these responses that often carry double meaning. Depending upon who this response is coming from and under what circumstance, it could mean just the opposite. Don’t always take these at face value. Sometimes a little probing will uncover a completely different piece of information – what the individual is not coming straight out and saying. The effort you put into finding out more about where they are coming from will often pay off in spades.

A picture is worth a thousand words – Whatever words are coming out of a person’s mouth, a frozen smile, rolling or shifty eyes, crossed arms and closed body language, a smirk, yawn, raised eyebrow or sideways glance may tell you otherwise. It could be fleeting and last a few seconds, but paying attention to these slight signals can provide insight into what the person is  really saying or thinking.

Keep these in mind and people might just think you are enlightened, or a fortune teller, or both! Nonetheless, your attention to  nonverbal communication will be appreciated.

The post Can you hear me now? appeared first on Fineman PR.