Strategy+Art = Influence

Funny or Die

jackhardy — Thu, 31 May 2012 21:10:49 +0000

The latest in a series of celebrity spoofs use football quarterback Tom Brady as the spokesman for the Under Armour brand of undergarments. The video boasts some entertaining moments and tongue-in-cheek humor, but the brand message perhaps is lost of the viewer. After watching the video, I remembered the characters and even the quarterback, but I couldn’t really remember the products being promoted. Watch it here and then post your comment.

PR people are party planners

jackhardy — Thu, 31 May 2012 20:48:21 +0000

Ahh, these misconceptions about what PR people do persist! A recent article in PR Daily gave me pause and caused some chuckling. What really struck me is the thought that we often have ourselves to blame if we can’t articulate how PR involves research, action planning, communication and evaluation–the oft-used R.A.C.E. acronym by PR people to define the strategy involved in the PR process. And it was only this year that the professional association PRSA finally adopted an approved description of the profession. Here it is in all its glory: “

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Above all, a PR person must be a good writer, an effective advocate and counselor with the wit and wisdom to express ideas and adapt to challenges. Now that you know more about what is expected of PR people, does that influence your opinion?

Visual Storytelling

jackhardy — Thu, 31 May 2012 20:16:08 +0000

The growth of photo oriented social media sites has reached a frenzy with the popularity of sites like Pinterest, Instagram and Tumblr. The social connectedness of these sites has huge implications for companies who extend their brands into the blogosphere simply by posting photos and adding captions. As reading time dwindles and perusing the web to glance at headlines and stare at pictures continues, is it any wonder that marketers are trying to connect with customers using these visual mediums? Consider this relevant news story from CNN Say Cheese that describes how various brands are using pictures to sell their products. Clearly these sites are not going away and are growing their customer base by leaps and bounds.

What does your photo say about your brand?

A Finger in your Food

jackhardy — Thu, 17 May 2012 20:24:45 +0000

Here we go again. A few years ago it was a fingertip in a bowl of Wendy’s chili. This time it’s a finger in a burger from Arby’s. Ick! Another fast food chain caught up in a crisis PR scenario. Since it just happened, we will watch it dramatically play out for all those involved. It looks like the PR team is immediately jumping to action with a response from the corporate communications director and the obligatory quote from the finger recipient and his mom. Of course, the company will be doing damage control immediately. What level of response would you expect the company to deliver in this case?

Reading for the News vs. Reading for Pleasure

jackhardy — Tue, 08 May 2012 20:57:32 +0000

I love to read. A time-honored tradition in my home growing up was reading the San Jose Mercury News daily newspaper. I watched my parents do it and enjoyed reading it to stay abreast of current news. This habit branched into a love for reading short stories from the Reader’s Digest Magazine and Condensed Books. I still enjoy pleasure reading and staying current about the news. As I examined my daily media habits today, none of my choices involve the printed newspaper. Nowadays I used various aggregator tools such as Google Reader, FlipBoard and online newspapers such as the Columbian, USA Today and various customized news sources to stay up to date. On my drives around town I listen to music and National Public Radio. I also enjoy reading various excerpts from the New York Times, Wall St. Journal, news magazines and online regional business journals. As a bit of a news junkie, I will read catch up on news excerpts or breaking news on my iPad or iPhone from sources such as the NY Times, Yahoo! and more. When I watched this video about a baby mistaking a magazine for an iPad, I laughed out loud.

Then I wondered, what are young people reading, if anything, today? This recent survey gave me some hope that Millenials, in particular are still engaged. See here: http://www.npr.org/blogs/gofigure/2012/05/02/151547286/millennials-and-print-newspapers-a-surprising-story

This made me think about what my own children are learning from my example. They don’t see me read a printed newspaper or magazine. Do they wonder if I’m playing games on my electronic devices? If the perception (or reality) is that “you are what you eat,” can it be true that “you are what you read?” In an election year (and soon-t0-be-aired Summer Olympics), it seems to me that people are more engaged. It makes me realize the power of PR to influence the media and what we hear, watch and read. Where do you get your news?

Selective Attention

jackhardy — Thu, 26 Apr 2012 21:04:58 +0000

A few years ago I was in the mode of shopping for a new car: a MINI Cooper. Suddenly, I noticed how many MINI Coopers were sharing the road with me. This concept, known to researchers as “selective attention,” refers to our brains hardwired tendency to focus on one thing at a time. A fascinating article in the Wall St. Journal discusses this idea further by relating it to listening in on select conversations during cocktail parties or even talking on the cell phone vs. talking to a passenger while driving an automobile. Relatively few members of the population are effective at multitasking (2.5 percent) and even students who are using Facebook in school classes are not learning effectively–which bring consequences when it comes time for exams. For marketers and PR people, it means we rarely have someone’s undivided attention. What does it mean for you?

Is Facebook Making Us Lonely?

jackhardy — Tue, 17 Apr 2012 17:02:09 +0000

Just finished a very interesting article from Atlantic Magazine, that not only has implications for marketers and public relations people, but perhaps is a more telling commentary on the state of human relationships. Naturally, the conclusion among researchers is that the technology does not make us more lonely, but it is how we use these tools. There is some fascinating research about social and human interaction that speaks directly to the issue of loneliness and the feeling of connectedness. I’m particularly interested in this subject since I have felt that Facebook legitimizes narcissism. What do you think?

Multitasking Lowers Productivity

jackhardy — Thu, 23 Feb 2012 01:09:21 +0000

It seems clear that drivers using cell phones are distracted. This is an argument that seems justified and is backed up by insurance industry statistics resulting in new laws across the country. However, have you stopped to consider what the impact of multitasking is on your overall productivity? If you consider that manner in which our routines, meetings or study habits are interrupted by the long-held belief that multitasking allows us to get more done–and more quickly–I think it’s worth discussion. Consider the following blog entry by Peter Bregman, a CEO consultant writing for the Harvard Business Review. http://blogs.hbr.org/bregman/2010/05/how-and-why-to-stop-multitaski.html
I’ve decided I’m going to follow his example and avoid multi-tasking for a week and see what results. What are you willing to give up?

Citizen Rights to Record the Police

jackhardy — Thu, 09 Feb 2012 00:27:49 +0000

Given the recent discussion of the legality of recording your local police officers in action, I couldn’t help but think of some high profile cases and a few lesser known stories. Charges were dropped against Emily Good, the Rochester, N.Y. resident who was arrested and charged with obstruction of governmental administration while filming police officers conducting an arrest from her front yard last year. That doesn’t change the fact that she now has a police record. Read the article and then watch the video and tell me what you think about whether you are willing to risk an arrest and jail time even when you know you are in the right.

http://www.usatoday.com/news/opinion/forum/story/2012-02-07/police-video-tape-crime/53001432/1

The Man Who Lived On His Bike

jackhardy — Thu, 09 Feb 2012 00:15:07 +0000

Publicity with video clips is a strange beast. Engaging video clips can capture imagination, tell a story, persuade, inform, offend–you name it and there is a reaction to fit any example. From a PR perspective, these are great opportunities to share and reach a large audience, particularly if it “goes viral” and it has millions of views. This particular video is particularly entertaining, but for 2-3 minutes. If there is a cause or a reason that the producer created this piece, it’s lost on me other than for pure entertainment. Take a look and tell me what you think:

Man Lives on His Bike