Backing Your Brand- New Study Shows People Are Willing to Stand Behind Their Favorite Brands

This is interesting.

According to an article from Mashable, a recent study has shown that in the face of controversy or negative publicity, people are more likely to defend their favorite brands than to ditch them.

As a Public Relations professional, this revelation both excites and intimidates me. Why? Well, mainly because I spend my days attempting to evoke the same fierce loyalty from the fans/customers of my clients that popular brands have managed to secure for themselves. The idea that someone can love a brand so thoroughly that they stand firmly behind it, even when the media tells them not to, is a level of brand endorsement that most companies only dream about.

I can't help but wonder what steps the marketers of these popular brands had to take in order to build their company's following. Is it simply that the products a company produces are ones consumers don't want to live without (i.e. Starbucks coffee), or is it something more?

It astounds me from an outside perspective, but looking at this article from the point of view of the consumer that I am, I have to say that I relate wholeheartedly. While my loyalties to most brands are mainly dependent upon the product-results ratio (I love my Chi hair straightener, but only because it makes my hair straight), there are some brands I would definitely stay loyal to in the face of controversy [to a reasonable level.]


What this article helps demonstrate is one of the basic "laws" of Public Relations-- without brand recognition and loyalty, no company would ever survive the inevitable rough patches of consumerism.

Knights & Space Shuttles & Dogs, Oh My! (2012 in Review)

What a year it's been!

Looking back on 2012, I'm astounded by how much I've done, seen and learned in Public Relations and Social Media this year. From special events, to Facebook giveaways, to networking events and more, I couldn't have asked for a better professional year.

In honor of my "Rookie" PR year (and the start of a new year!), I've decided to countdown my top 3 absolute favorite working experiences of 2012:

3. The Grand Opening of the New Show at Medieval Times Dinner & Tournament

June 26, 2012. I will ALWAYS remember this day, because it was the date of my first special event! Medieval Times Dinner & Tournament-Orlando held a VIP party for prominent members of the Orlando business community and other important Orlando residents, such as members of the local media, this summer at the Orlando castle. Considering that I had just been hired  in May, I knew that this show was a test to see how well I could handle the media and putting together a VIP list. To my great delight, the event could not have gone more smoothly. Not only was I able to prove to my boss that I'm capable of helping with organizing a huge event, I also got to see the new show first-hand and celebrate with the Medieval Times team after the show. So much fun!


2. Celebrate Dogs! (The AKC/Eukanuba National Championship)

 To date, Celebrate Dogs! is my crowning achievement. The agency was faced with the difficult task of acquainting Central Florida residents with the re-branded title of the daytime portion of the AKC/Eukanuba National Championship, now called "Celebrate Dogs!"  I was tasked with creating and maintaining social media sites for the event, as well as securing media coverage and using guerrilla marketing tactics to spread awareness around town.

Social Media had a huge impact on the event, and I worked extremely hard to ensure that the client was satisfied with my efforts. Beyond this, I organized blogger giveaways for free tickets to the event. In total, my blogger/social media efforts reached over 1,000 people.

My efforts also generated 5 segments on local-area television stations, as well as online, print and radio coverage. Not bad!

Another highlight was working with a local entertainment company to design a mascot for Celebrate Dogs! "Euka", the Eukanuba Mascot turned out to be absolutely adorable, and the client loved the final product.

"Bailey" the AKC Beagle and "Euka" the Eukanuba mascot pose at Celebrate Dogs!

 Celebrate Dogs! was an INCREDIBLE experience. Having Proctor & Gamble (Eukanuba) for a client is anyone's dream, but it's especially great for a recent college grad!

1. The Atlantis Roll-Over at Kennedy Space Center Visitor Complex

Hands down, the most memorable event of 2012 was the Atlantis roll-over at KSCVC! The event celebrated the last time a space orbiter will ever move. Talk about an inspiring experience!

I've already written about this in a different post, but this is still the greatest thing I've done this year. At the event, a colleague and myself were selected to help escort members of the media back and forth from different areas along Atlantis' journey. After the shuttling ended (pun intended), I was able to stand in an exclusive media-only section of KSC to watch Atlantis roll down the road and into her new home. As if the sight of the orbiter making her final journey wasn't incredible enough, we were also lucky enough to watch as she was escorted into her new home by astronauts from various Apollo and shuttle missions, including Buzz Aldrin.

Participating in the event also means I was a part of American history-- and that's something that doesn't happen every day!

The events I've experienced in 2012 would have been amazing to anyone in the PR field. For me, they were especially outstanding because they were the first events in what I hope will be a very long career in Public Relations. When I think that just this summer I was a college graduate who could only hope to find a job in my field, I am completely humbled and eternally grateful that I was hired to do what I love doing.

Here's to the PR adventures to come in 2013!

Social Media & Your Reputation

Please excuse me while I rant for a while.

You see, I recently stumbled upon an article highlighting Tweets that were sent during a Twitter feud between British boy band One Direction's Zayn Malik and his fellow Brit, The Wanted's Max George.  The battle of the bands words got pretty heated, and other members of each respective band intervened while the fight raged on.

One Direction's Zayn Malik attacks The Wanted's Max George on Twitter

I have just one question to ask these boys: Do you not have a publicist!? Is no one explaining to you how damaging a conflict broadcasted to millions of followers on Twitter can be to your reputation?

Not only did the Twitter feud make headlines, it also made both band members look, well, rather lame.

This feud really got me heated because I understand how frustrating  it must be for the publicists of celebrities who use Twitter in damaging ways. When you spend your career managing the image of celebrities/companies, etc., it can be pretty upsetting when your client blatantly disregards all efforts you've made on his or her behalf.

Beyond my publicist-sympathizing reasons, this fight also upsets me because it proves that people truly don't realize just how much their presence on social media can affect how they are perceived by others. This goes beyond celebrities or major corporations; this is true for every single person with a Facebook, Twitter, Instagram or Pinterest account.

Your social media profile is your avatar. It is your online persona, and it's what people perceive to be a direct reflection of you, your beliefs and your actions. What sort of message was sent to young fans of One Direction when Malik referred to George as "Chlamydia boy"? Not a very respectable one, if you ask me.

Maintaining a squeaky-clean profile on social media sites is vital to your personal image (unless, of course, you're Marilyn Manson and you're success rests solely on your ability to shock & dismay the general pulic.) It should not be taken lightly. So, before you post that questionable picture or decide to bad-mouth someone online, ask yourself: "What do I want the people who look at my profile to think of me?"

When it comes to social media profiles and reputation, I've got one thing to say: Clean it up, people!

A Lesson in Disappointment-- And Optimism

Today I learned my first hard lesson in PR.

A particular client that I have worked extremely hard for over the last six months has decided that he is unsure whether or not he wants to continue his contract with us at the beginning of next year.

Obviously, this has been a huge blow to me. I've put in countless hours writing press releases, searching for new media to pitch to, organizing blogger review visits and taking a virtually non-existent Facebook following and earning 1,000 + new "likes" for this client. I usually try to let things roll off my back, but this one really stings.

Earlier today, I was expressing my angst and obvious disappointment to my boss when she reminded me of one very minute, yet very important, detail: This is just a downfall to the business we're in.

As my boss explained to me, a lot of people don't quite understand what PR professionals actually do. There is a common misconception among marketing professionals that Public Relations can be accomplished by anyone who has access to a media data base and is a decent writer. In reality, PR is so much more than being able to send a few emails. It requires constant creativity, coming up with new angles that will get media interested and conducting an array of day-to-day tasks that keep clients happy.

Although this setback has had a slight affect on me (only because I put so much care and effort into what I do), I have decided to face my disappointment head-on. We may retain this client, we may not. At least I know I've done everything in my power to keep the client happy.  

You know what they say: "That's show business."

Bringing Atlantis Home

Last Friday, I had an unbelievable experience. I had the absolute pleasure to assist with PR efforts during the Atlantis Roll Over at Kennedy Space Center Visitor Complex. Not only was my experience enjoyable, but it was an amazing event to add to my resume. I mean, it's not every day that you get to be apart of American history.

 For those of you who don't know, the space shuttle Atlantis made her final moving journey on Friday, November 2, 2012 when she was rolled over from the VAB at Kennedy Space Center to her new home at Kennedy Space Center Visitor Complex. The 10 mile journey took all day, and the public was granted rare, up-close access to the orbiter when she stopped at Exploration Park at KSCVC during her trip.

Most of my day was spent on a bus shuttling media to and from KSC, Exploration Park and KSCVC. At one point I had the not-so-glamorous task of running through KSCVC with a tray full of food for the bus drivers to eat. However, after my bus rounds, I was able to assist with media efforts in the exclusive media viewing zone, which gave members of the media a fantastic view of Atlantis as she rolled down 405 and into her new home.

Beyond this, I was about 5 feet away from Atlantis at one point and got to see Buzz Aldrin and other astronauts walk in front of her as they escorted her to her new home. It was a pretty powerful site.

Astronaut Jon McBride posed for a pic with me in front of Atlantis

 At dusk, as Atlantis stayed parked outside the new 100 million dollar building that will house her from now on, fireworks exploded in the sky directly above the orbiter. I couldn't help but be in awe of the image. It was absolutely the perfect ending to a wonderful day.

Working an event that size with so much national and international media coverage is an experience I will never forget. It was definitely a magical day and I was once again reminded how lucky I am to have the job that I have.

Welcome home, Atlantis! The journey continues.

Social Media and the Presidential #Debates

Now that the Presidential debates are over, it's time to discuss how social media fared while the debates raged on.

First and foremost, I'd like to say that both camps were quick to Tweet and post material about the debates on their respective social media sites, even while the candidates were still in the midst of debating. It makes my heart sing to see how social media continues to develop into a major political tool.

This being said, let's recap on why social media was the clear winner of the 2012 Presidential debates.

· The Numbers Don't Lie: A combined 12.24 million comments and Tweets were made on Facebook and Twitter during the second debate alone. That is a lot social media activity for an hour and a half event. What's notable here is that people flocked to social media sites to share opinions, comments, and rally around each other. That kind of unity is powerful and noteworthy.

· Topping the Social Media Charts: According to this article from the Washington Post, the second Presidential debate was the top political debate of all time on social media. In fact, the second debate was ranked as the third most talked about event in general on social media, while the first debate came in fifth place. That means two of the top five spots for most popular events on social media go to the 2012 Presidential debates.

· Romney's "Binders Full of Women" Remark : As far as social media buzz goes, this remark from the debates takes the cake. When explaining how he staffed his cabinet as governor during the second debate, Governor Romney stated that he looked through "binders full of women" to hire female employees. As a result of this remark, Binders Full of Women began trending on Twitter and became an instant "meme". The phrase even spawned a Facebook page, which gained 300,000 "likes" in less than 24 hours. Need I say more?

· Romney's "Big Bird" Jab: During the first debate, Governor Romney generated even more social media buzz when he stated that he would cut funding from PBS, specifically commenting that Big Bird "has to go". Romney's comments inspired countless "memes" and prompted liberal blogger Cale Crout to create a fake Big Bird Twitter that dishes out anti-Romney Tweets. Once again, all debate responses turned to social media.

· Obama’s “Horses and Bayonets” Comment: During the third debate, Romney stated that the U.S. Navy now has fewer ships than it did in 1916. Obama’s response? “Well Governor, we also have fewer horses and bayonets, because the nature of our military has changed.” Bayonets quickly began trending on Twitter after Obama’s zinger, and an array of Bayonet “memes” has hit the internet. Once again, social media users flocked together during these debates to express their opinions on their favorite social sites.

No matter which candidate you're voting for this November, there is no denying that regardless of how the votes swing, social media has had an outstanding election season.

Getting a Grasp on Social Media

I really appreciate how this photo simplifies the vast world of social media.

The other day, my mother asked me about an edited photo she saw of me on Facebook. I told her I took it with Instagram and the conversation quickly turned into an inquisition about social media. What is Instagram? What's the point? Is it the same as Twitter? How does it end up on Facebook? Etc, etc...

This post is not meant to be condescending in any way. My mom was right to ask so many questions, because it truly is a daunting task attempting to understand all things social media. Following my conversation with her, it dawned on me just how complicated social media can appear to someone who doesn't use it on a daily basis. It can even be complicated to me at times, and I do it for a living!

In honor of my mom (and anyone else who struggles to understand social media), I decided to simplify a few of the most popular social media sites, much like the photo above does:

• Facebook: A social networking site. Allows people to create an online profile, equipped with photos, work and education information, interests and more. Once a profile is created, users can upload photos, "check in" to places that they visit, add friends, create status updates, "like" the pages of their favorite celebrities and much, much more.
• Twitter: A social networking site. Instead of "adding" friends, Twitter users "follow" people of interest. Much like the status update feature on Facebook, Twitter allows users to post their thoughts in real-time, with a 140 character limit on all "Tweets". Pictures may also be added to Twitter via TwitPic. Twitter is infamous for its popularity among celebrities and young people.
•  Foursquare: An application that can be downloaded on smartphones that allows users to "check in" to places they visit. Many companies offer special discounts to customers who "check in" on Foursquare. Users can follow friends to see their recent destinations and earn points for each "check in". Users who  frequent a certain place more often than others becomes the "Mayor" of that establishment.
• Pinterest: An interactive social site where users "Pin" aesthetically pleasing photos to various "boards". These images and boards are shared with people who follow you, who in turn have the option to Re-Pin your images to their respective boards. In short, Pinterest is a tool to spread an image around the online world in a fast, easy way.
• Youtube: A video hosting site that allows users to upload and view videos. Many people use Youtube to showcase their talents, find music videos and view how-to videos. Brands typically use Youtube as a visual promotional tool by uploading videos that display how a product works, how a product is received, etc. Anyone can create a Youtube account to either upload videos or "favorite" videos they like.
• Instagram: Originally available as an application only for users with iPhones, Instagram is now available for download on Android smartphones as well. The app. allows users to take pictures with their phone's (or iPad's) camera, then alter the photo in visually appealing ways. Instagram provides users with different filters and frames that give photos a distinct look. Users can then share the edited photos on other social media sites when they connect the sites to their Instagram account.
• LinkedIn: A social networking site for business professionals. Much like a resume, users upload information about their work skills, job titles, current positions, etc. Users can make connections with other professionals and businesses. Companies use LinkedIn as a platform for their business in an attempt to gain exposure, find new employees and discuss products and services.

I won't go into ALL social media sites for length's sake, but the seven I have explained in this post are widely regarded as the most used social media sites. I hope it helps!