This past year at Fineman PR was marked by the onboarding of new and diverse clients and partnerships. Our work included the planning and content development for startup distilleries, driving the continuing rise in popularity for the San Francisco Marathon, expanding our work in the public sector with two leading-edge public agencies, productizing our media training offering, increasing growth in our healthcare practice, and forming significant new alliances.

Strategic Partnership with Hearst Corporation-backed 46Mile

For the last year-and-a-half, Fineman PR has partnered with the Hearst-backed 46Mile, a full-service marketing and advertising agency, to develop integrated campaigns for clients including Meritage Medical Network, Leading Age California, Loch & Union Distilling, and C-5 Children’s School, among others. Our two agencies develop business together, both independently and as a cohesive, integrated communications unit, and there is discussion on new and enhanced ways of working together for greater client solutions. Stay tuned.

Photo courtesy: 46Mile

Public Sector

Fineman PR is working with the San Francisco Department of the Environment on several initiatives that continue to position San Francisco as a global leader of the green movement. Additionally, along with our partner, D&A Communications, we are providing media relations strategy and counsel to the Transbay Joint Powers Authority for the inauguration of the highly anticipated, new Salesforce Transit Center & Salesforce Park. D&A is a top-notch San Francisco public affairs firm specializing in the areas of infrastructure, public health, transportation, environment and community revitalization, and our joint efforts offer clients a powerful combo.

Photo courtesy: Pelli Architects

San Francisco Marathon

The 2017 San Francisco Marathon celebrated its 40^th anniversary. The race sold out at record pace – two months ahead of schedule. We generated a 70 percent increase in media impressions over 2016 with expanded coverage by Bay Area media outlets and in major national media including the New York Times, Bleacher Report and MSN. The San Francisco Marathon was also named by ESPN among the “World’s Best Marathons.”  

Photo courtesy: The San Francisco Marathon

Foster Farms

Our promotional, crisis management and issues management work remained steady for longtime client, West Coast poultry producer Foster Farms. Our team initiated influencer marketer campaigns with fitness and lifestyle bloggers to promote Foster Farms’ Organic turkey products. We were grateful to help support our client’s wildfire relief efforts in Santa Rosa and surrounding Northern California communities as well as in Ventura following the devastating Southern California wildfires.

Our work to promote the company’s partnership with West Coast food banks – and longstanding holiday turkey donations program – resulted in a 69 percent jump in broadcast news coverage over 2016 that helped raise awareness of food insecurity from Seattle to San Diego. Finally, we wrapped up the year at Levi’s Stadium for the Foster Farms Bowl, a game dedicated to fighting hunger, pitting the Purdue Boilermakers against the Arizona Wildcats.

Photo courtesy: Foster Farms

Dunkin’ Donuts

In 2017, we continued work with Dunkin’ Donuts to support the brand’s introduction and expansion in Northern California with new restaurants throughout the region. Last year, we successfully hosted four grand opening celebrations in South San Francisco, Fremont, Santa Cruz, and Hanford, the brand’s first location in the Central Valley.

In each market, we worked with the local business community, government leaders and charities – all hyperlocal – to promote Dunkin’s commitment to the area. In addition, we supported regional promotion of national initiatives, including Free Donut Friday, Freeze the Day with $1K, National Coffee Day, and National Donut Day.

Photo courtesy: Dunkin’ Donuts

HNTB

HNTB, a national infrastructure solutions firm, experienced a year of wins in 2017, both for its projects as well as its leadership team. HNTB Northern California District Leader Darlene Gee was recognized as Woman of the Year by Women’s Transportation Seminar, a non-profit dedicated to advancing women in transportation, and one of its local project managers received coverage as a rising star in the rail industry.

A major project win, the BART Warm Springs/South Fremont Station, received praise across the Bay Area for its innovative design. HNTB was consistently cited among top-tier regional and trade media, including San Francisco Business Times, Progressive Railroading, ENR California, Mass Transit Magazine, Silicon Valley Business Journal and Curbed, for its growing role as an industry thought leader with experts who are shaping the discussion around infrastructure solutions in the Bay Area.

Photo courtesy: HNTB

Wine Practice

Quintessa, was again featured in Wine Spectator’s biennial Napa issue as a must-visit winery. Napa Valley’s Faust celebrated its 13th anniversary vintage by partnering with noted graffiti artist, known only as “Faust,” from New York City. Faust’s limited release 2015 vintage magnum features the tag which graffiti artist Faust uses internationally.

For Materra І Cunat Family Vineyards, Fineman PR planned and executed a successful 10-year-anniversary media event at the winery which showcased the brand’s range of estate merlots. We also conducted several media training sessions for wineries, including Rodney Strong Vineyards.

Additionally, we continued to assist with crisis and issues management preparedness for Wine Institute, the advocate for California wine and more than 1,000 wineries and affiliated businesses.

HealthRIGHT 360

In our third year with HealthRIGHT 360, one of California’s largest community health care providers, we helped mark significant milestones, including a merger with San Francisco-based Women’s Community Clinic and the opening of the organization’s new headquarters and outpatient clinic, the Integrated Care Center. We also created the organization’s first outdoor marketing campaign with the City’s public transit system. Among the year’s big media wins was a national NPR story, a San Francisco Chronicle op-ed, and a New York Times – California Today story. 

Photo courtesy: Drew Altizer Photography

With 2018 underway, the agency is seeing continued growth with new clients and expanded projects for existing clients. We have made several new agency hires, increased our digital and marketing capabilities internally, and look forward to providing the trusted, strategic counsel our clients have come to expect from Fineman PR.

The post Fineman PR State-Of-The-Agency, 2017 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.

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.

My presentation centered on the way social media is leveling the playing field of mass communication for nearly everyone about virtually anything. In 2017, we’re experiencing capabilities in communications far beyond anything available even 10 years ago. Brand supporters and trolls can disseminate messages as broadly as top tier companies with the most experienced brand managers. Through various communication platforms, individual opinions—popular or obscure, insightful or ignorant, owned or anonymous—can be published for all to see.

In today’s highly connected, postmodern world, easy access by consumers and critics to brand narratives can certainly provide influence. Over 500 years ago, Gutenberg’s printing press inspired the masses to read and write. People eventually learned to teach themselves and others; one major effect was religious revolution in which clergy were essentially undermined by individual capabilities made possible by the printing press. Spirituality changed forever. In at least one way, the effect of social media is behaving similarly to that of the printing press: participants of the new medium are enabled with immediate access and engagement to information. Consumers today can interpret brand identities, disperse information and influence consumer-buyer decisions like they never could before.

In addition to traditional business communications strategies, professional organizations must now also master social media and its various platforms in order to be heard popularly and to retain control of their brand. Part of that includes learning the language of social media with sufficient fluency to relate to the world online; recognizing trending pop-culture phenomena, hashtags, emoji and internet memes gives brands social credibility in an age when many consumers live online.

Findings from the recent Sprout Social Index show data on what consumers like in a brand identity

During the Q & A portion of my presentation, a professor asked why large organizations don’t just use social media in the same sarcastic and humorous way by which many internet memes gain virality. I answered that aside from target market and image strategies, brand integrity may be at stake. My response was unsatisfying to many of the academics in the hall. When a brand is on the receiving end of prominent, image-damaging social media posts, the natural tendency is to draft a response meant to defend reputation or correct misconceptions and gain millions of impressions and popular approval at the same time. If such communication, however, lies too far outside the organization’s brand identity and communication strategy, it is often preferable to indirectly address the issue by bolstering approved communications and brand messaging—acting in accordance with brand integrity and dignity to contradict social media hearsay.

Without a robust digital communications plan, brands are susceptible to the fickle influences and opinions shared on social. Brand managers can be prepared for this by knowing how and how not to participate; otherwise they might allow digital influencers to shape their messaging.

Developing a strong and active social media presence helps in controlling brand identity. Many brands are on social media but few develop the voice and outline the plan for an effective, well-managed social media agenda that allows them to extend brand recognition and bolster brand identity. It’s easy to be reactive on social, giving in to trolls’ negative remarks or adapting brand responses to meet the demands of others. Establishing a proactive and equanimous presence like Wendy’s and Bay Area Rapid Transit’s, which leverage trending issues in a consistent voice that invites positive engagement, is more likely to maintain brand integrity and gain positive attention.

My presentation concluded that social media not only provides value to brands by increasing exposure and engagement, it can be a very real method of solidifying brand identity and even defending it from external influences. Today this medium is as commonplace as print, radio and television, but it’s infinitely more accessible to consumers. Independent parties on social can affect brands and organizations by what they praise and protest. Recognizing that individuals can easily express these influential opinions and planning for it by maintaining a strong social media presence founded on brand integrity allows brands to retain control and further establish their values and credibility, even considering consumers’ heightened communications capabilities today.

The post Brand Identity in the Age of Social Media appeared first on Fineman PR.

For consumer lifestyle brands, these platforms can be an especially effective tool for connecting with audiences on an emotional level by tapping into the social identities people create through musical preferences.

Before Spotify announced in May that brands can create sponsored playlists on its platform, companies like Jose Cuervo, Ultimate Fighting Championship (UFC), Coca-Cola, and even our very own client, Dunkin’ Donuts, have successfully capitalized on the appeal of music streaming services by creating playlists which reflected their brand personalities and/or target demographics they intended to reach.

Music streaming platforms also create a unique opportunity for brands to experiment with fluidity of voice and psychographic targeting.

For example, General Mills used a fresh approach to native placement in the music hosting space, when it dropped a surprisingly well-produced rap mixtape for Hamburger Helper on SoundCloud. Using laughable lyrics and club-worthy beats, the mixtape elevated Hamburger Helper’s product by showing that the brand was endearing, relevant and in-touch with its audience of internet-trolling Millennials and college-age males that often look to the product for an easy, budget-friendly meal. The project generated viral success and widespread praise from Twitter users and industry experts alike.

This tactic may present some dissonance with brands that lack a consumer-centric approach to marketing. As the General Mills example illustrates, outstanding results are achieved when brands put themselves in the psychology of their target consumer, and create resonant content in order to connect with a listener’s lifestyle choices.

For brands looking to break into this creative concept, it’s important to remember the emotional, entertaining and subjective role music plays as the soundtrack to people’s lives and lifestyles. The best content emerges when brands relinquish a firm grip on their guidebooks in order to break through to relevant audiences.

The post Striking the right note with consumers through music streaming platforms 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.

To attract and motivate the best professionals, hospitality employers should craft internal messaging to be inclusive and considerate of all ethnicities.

Celebrate diversity

Having formal written materials that clearly state the importance the company places on a culturally inclusive work environment can establish the organization as one that values all employees’ backgrounds. But this communication should not be limited to written materials provided to employees. Top leadership and managers at all levels should also speak and act in ways that ensure that everyone feels like an integral part of the organization.

During the 2012 Great Place to Work® Conference, Clarence Otis Jr., the CEO of Darden Restaurants, parent of LongHorn Steakhouse and Olive Garden, said, “We strongly believe that understanding and embracing our differences enables us to be stronger individuals and a better team. Our spirit of inclusiveness is woven into our strong culture and we believe that gives us a competitive advantage.” He then explained the importance not just of fostering a diverse team but also creating an inclusive work environment where all employees feel valued.

Understand cultural nuances

While it might seem easier to lump together groups that seem similar (e.g., Asian, Latino) when developing communications plans, it is more helpful to acknowledge the values of distinct ethnicities. For example, while Mexican employees might wish to observe the Day of the Dead, it is not a holiday for their Honduran or Guatemalan colleagues. Being considerate of each group’s traditions and the days they might wish to spend with loved ones helps companies promote goodwill.

Align philanthropic efforts with employees’ interests

Companies should demonstrate their commitment to the community by getting involved with local nonprofit organizations or implementing their own community initiatives – for example a scholarship program for employees’ dependents.

At Kimpton Hotels and Restaurants employees can apply for $1,500 in tuition reimbursement. They can also participate in Kimpton University, whose courses include English as a second language and diversity and inclusion training, both of which help foster a more diverse workforce. The company has also designated November as Kimpton Cares Month, during which each hotel or restaurant chooses a local charity to which donate or volunteer. Allowing employees to have a say on which organizations the company partners with in the community can go a long way in showing employees that their input matters.

Keep lines of communication open

To create an inclusive work environment it’s crucial that managers see internal communications as a two-way street. At Wyndham Worldwide, 74 percent of employees felt there was clear and transparent communication in the company, and 80 percent said their managers are approachable and easy to talk with. The hotel incorporates employee enrichment programs which include extensive training sessions for newly promoted employees as well as classroom and online learning for members of their teams.

As language barriers may make some service industry employees of color hesitant to speak out about concerns, it’s important for companies to ask employees which methods of communication work best for them and adopt the most requested ones. Employers should also consider preparing communications materials in other languages to ensure that all workers understand them.

In more general terms, a proactive communications program will not only provide a return on day-to-day operations but will also become an asset of the organization in times of crisis. Labor disputes, for example, can often affect employee morale, losses in business and damage the company’s reputation. To avoid these potential challenges, management teams can take an active role in communicating with their employees and create long term positive relationships.

The post Helping a multicultural workforce feel valued appeared first on Fineman PR.

But this new media shift did not come out of a vacuum. Emerging professionals need a strong foundation in the fundamentals of PR. Clients expect it and need this journalistic lens for their messages 1) to have multilateral impact and 2) to remain effective in conveying their brands in an ever-changing media landscape.

Fineman PR practices a unique and highly focused approach to public relations that I dubbed “Brand PR,” which informs the framework of everything we do. Indulging in some agency history for a moment: In the early years of Fineman PR, there was a widely trending idea among marketers about everything Brand: brand advertising, brand identity, brand marketing, package branding and so on. However, there was a category void; no one at that time was talking about how public relations could effectively help a brand stand apart.  I coined the term Brand PR and introduced it to the communications industry in order to, well, brand this intuitive approach which bridged market/consumer research and brand positioning to effective media relations.  It was an exciting time; I went around the country – visiting potential clients, speaking at various forums, and publishing a newsletter to present my interpretation of how public relations could be an effective marketing option to win consumer trust and brand loyalty.

Today, Brand PR is a common professional communications concept and one that Fineman PR still specializes in. Throughout the years, I have been asked many times…what is Brand PR?

Brand PR takes category ownership of a message and value and provides authenticity, editorially and experientially. Its practice captures the brand’s distinctiveness and appeal, encapsulating the need it fills and what’s memorable; Brand PR defines the WOW.

At its core, Brand PR is the projection of a solid image – the basis on which we can apply new tools and techniques to have success.  It is about parlaying an organization’s primary messages with a compelling story, emphasizing attributes that engage consumers and creating an “experience” with the brand. It is based on a set of values – what the brand’s “trustmark” adds to the product. Brand PR helps to make the brand promise so viscerally meaningful – in language, stories and messages – that other factors (price, for example) lose relevance.

While the core of our signature approach remains the same, the nuances have changed to adapt and evolved to meet the needs of today’s marketers.

With tactics aimed at integrating the brand into conversations about consumer trends and issues, our work is aimed at  making the product a part of the rhetoric for any discussion of the need the brand fills. Of course, the storytelling and contributing tactics must be compelling, provocative, entertaining or, generally, communicated with visible activities and thought leadership.

Why else would anyone pay attention?

The post Branding “Brand PR” appeared first on Fineman PR.

On Sunday, LeBron James, two-time NBA champion, four-time Most Valuable Player and aspiring hero of Cleveland, missed seven of 11 free throws, including two critical misses with 4.2 seconds left in overtime, as Houston, with title hopes and an MVP candidate of its own, held on to win 105-103 in overtime.

After the game, James took responsibility. “I failed my teammates,” he said. But he went further to post a photo of himself on Instagram, sadly looking into a mirror with a raw, revealing message:

“Looking in the mirror tonight after a tough lost of my part like You’re your biggest challenge, competition, drive, obstacle, motivation, etc so it’s nothing u haven’t seen before! Back in the lab tomorrow to continue the drive to striving to be the Greatest I’ve ever seen! #StriveForGreatness”

Enter the Internet. Trolls had a field day, mocking LeBron’s mirror-selfie (here and here). Media ate it up, fanning comparisons to “Saturday Night Live” character Stuart Smalley and fueling the LeBron vs. Michael Jordan debate.

While James may not have anticipated how quickly and pervasively he’d be roasted on social, he can turn that frown upside down because his brand will grow as a result. Here are the top five reasons James’ sad mirror photo will not damage – and could actually boost – his brand.

1. LeBron spoke the truth.  

No one is questioning whether or not James was being genuine. Just look at the typos – any PR staffer would have caught those. If he had tried looking upset when he wasn’t or played off the letdown as if it wasn’t important to him, he’d be criticized for being phony or too self-absorbed. Trust is earned, in large part, by being truthful. James was clearly being truthful in a painful situation, which will bring him closer to his fans.

2. He was transparent.

The greatest athletes have larger-than-life brands that can lose a tremendous amount of value if they offend others. Many big-time athletes – and the brands they represent – closely guard their innermost thoughts and feelings. They tend to avoid controversial issues. Not James. He has been outspoken on civil rights and has weighed in many times on collective bargaining issues. After James’ bad day on the court, he opened up in a telling way, letting us into his thoughts and the mind of a champion. Sure, he was lampooned for a couple of days, but in the long run, James seemed to understand that transparency can differentiate him from other all-time greats.

3. LeBron knew his audience.

James was not trying to win over die-hard fans of rival teams (say hello, Boston) or convert basketball-haters. There will always be critics and people with conflicting interests. James was reaching out to his fans. By opening a window to his soul, he was also letting others who might root for him one day see his brand, unvarnished. Communicate with the people who will listen to you.

4. This is part of a bigger story.

James has 20 games left in the regular season and the playoffs to overcome this embarrassing moment. As Sports Illustrated’s “Chosen One,” he has been building his reputation and brand since he was a teenager. His fans will continue supporting him. Businesses should take note of the importance of reputation building. It will keep you afloat when – not if – you have a bad day.

5. He tapped into sympathy.

In the aftermath of “The Decision,” hardly anyone outside of Miami would view James as a sympathetic figure but, since his return to Cleveland, getting mocked for displaying his raw feelings evokes sympathy. He’s revealing pain and hurt, emotions everyone can identify with. The most compelling messages are often driven by emotion.

LeBron James’ bad day on the Internet will be a blip in the larger story of his career and legacy – one that millions in the U.S. and around the world continue to tune into. Ultimately, his brand gains trust. All brands should sit up and take notice. It’s the long game that counts.

The post LeBron’s Sad Mirror Photo Instructive for Businesses appeared first on Fineman PR.