There has been a lot of talk since Dong Nguyen announced that the number one game in the App Store, Flappy Bird, was going to be taken down. Not only have there been articles about Flappy Bird destroying lives, but also how the game being removed is saving lives. The objective of the game is to tap the screen, keeping the bird afloat through the pipes without hitting them. It is a simple concept yet becomes difficult when users attempt to beat their own high score. Many gamers had high scores of just three or four while others took scores as high as 147. So why did the creator take down the game? According to BuzzFeed, he tweeted how his success was ruining his simple life, and he was making $50,000 a day from the game. Nguyen did not handle the existence of the game very well, but instead of selling the game, he had it removed from the App Store. Although the game has been taken off the App Store, it still exists on any device that has downloaded it prior to the takedown. From a public relations standpoint, a company must always think of its client. Nguyen’s reasoning was truthful, but perceived as selfish which gained bad publicity for the game itself. The creator had several options to minimize his “lavish” lifestyle. Nguyen could have sold the game, or released a patch to give players more lives or easier playing time. Donating part of the money he was receiving to charity could have been an option as well. When any company encounters a challenge with criticism, it is always good to acknowledge the problem to all consumers, but never just walk away. That not only gives the company a bad name, but your name as well. By Analita Voss
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Just a few days after Klout unveiled its new model, the Internet has been buzzing with rumors that the social influence measuring service will be acquired for at least $100 million. In the past, Klout was a largely passive measure of your social influence simplified and measured on a scale of 1-100. This meant that there wasn’t much users could proactively do to increase their scores. People with low scores were unlikely to use the service or even check it more than once or twice. Many decried Klout as a sign of social media vanity that had little practical application or worth. Earlier this month, however, Klout unveiled its new model. Instead of (somewhat arbitrarily) measuring your influence across social networks and reporting it, the “new Klout” acts more like a content-sharing service. Mashable’s Chris Taylor describes it as “a social media dashboard, with a stream of content you’d likely want to share in order to boost your Klout score.” Klout is no longer just recording your score. It’s helping you improve it. This is partially in response to the question Klout CEO Joe Fernandez says users ask him most frequently: “How do I increase my score?” Now, when users log into Klout, they see a content stream instead of their profile. It is automatically populated with content based on topics in which the user is influential or has been given Klout by others. For example, my topics include social media, public relations, fashion, Disney, coffee, Illinois State University and J. Crew. Users can add other topics of interest, too, if they so desire. Klout tags content into four categories. A piece that is “on the rise” is just starting to trend. A “crowdpleaser” is popular within your network, while not many in your network have seen the “hidden gems.” Finally, “hot off the press” content is just what it sounds like – recently published. You can share all of this content easily from your dashboard or choose to schedule it for later. Klout’s new model could certainly help in strengthening your personal brand on social media. On an even bigger scale, Klout is considering developing a “premium version” of the service, which could be a useful tool for digital marketers, public relations professionals and community managers. Basically, “Old Klout” told you how cool you were (or weren’t). Frankly, there wasn’t much value in that judgement. “New Klout,” on the other hand, is trying to be a useful social media tool with real, monetary value – at least, Lithium Technologies (Klout’s rumored buyer) thinks so. By Abby Brennan CVS Caremark announced on Feb. 5 that it will stop selling cigarettes and tobacco products, making it the first major pharmaceutical chain to do so.
According to a representative, CVS based this decision off of its customers’ expectations as well as ongoing health concerns. CVS said it will stop tobacco sales on Oct. 1. This decision will cost them about $2 billion a year and about 3 percent of their sales. Some cities in California and Massachusetts have already banned tobacco sales at all pharmacies. In the future, other pharmacies are expected to follow in CVS’s footsteps. Representatives for Rite Aid say they are continuing to evaluate the issue, but they are primarily focused on the needs and interests of their customers. In my opinion, CVS made the right decision. Regardless of what some consumers and businesses thought, they stuck by their decision and responded to backlash in a timely manner. They released a statement on their Facebook page saying, “Today, we’ve announced that we are ending the sales of tobacco in all 7,600 CVS/pharmacy stores by Oct. 1. As a health care company, it’s time for us to take a stand and to put our customers, colleagues and patients on a path to better health. Share this if you stand with us in our commitment to go tobacco-free.” Customers turned to Facebook to voice their opinions. One commenter stated, “I will choose CVS over other stores because of this.” This particular comment racked up 2,807 likes, supporting the statement. Others have commented saying that CVS has lost their business, and they shouldn’t be making decisions for their customers. I’m excited to see how this major change will affect CVS and the rest of the pharmacy chains in the future. While I believe people have the right to make their own decision, I hope more companies follow this example and put people’s health before profit. CVS may lose loyal consumers, but they also have created the potential to gain a whole new public. By Julie Florence As you probably remember, during last year’s Super Bowl, Oreo gained more attention for a tweet than many companies did for their 4 million dollar ads. Their quick thinking during the game’s blackout was able to give them far more than just 15 minutes of fame, and for virtually no cost at all. After Oreo’s success with just one tweet, many companies were looking to “win” the real-time marketing bowl this year. In addition to commenting on the commercials using the hashtags #brandbowl and #adbowl, Twitter users commented on brands’ real-time marketing efforts through the #RTMBowl tag. While some of the comments praised the companies for their creativity, the majority of them criticized them for trying too hard. Rather than spend 4 million dollars for a 30-second ad spot, many companies tried instead to create their own buzz on Twitter “for free.” Beginning with good intentions, most attempts ended up falling flat, getting negative responses from Twitter users and fans. The holy grail of real-time marketing flops came from JC Penney and their #tweetingwithmittens stunt. The brand tweeted “We’re ready for the big game no matter the temp. Staying warm thanks to #TeamUSA mittens!” before going on a two-tweet spree that seemed to be drunk tweets from the person running the account: Although I’m sure the idea started as a ploy to sell mittens and garner attention on Twitter, it ended up getting scores of negative attention from online users. Many people tweeted things similar to “Go home @Jcpenney, you’re drunk.” Some brands, including Coors Light and Snickers, even took advantage of JC Penney’s misfortune, and turned it into their own marketing opportunity. However, two brands that actually did air commercials also had a moment of greatness during the #RTMBowl. Cheerios and Budweiser created two of the best commercials of the night (in my opinion), and both shared a cute moment on Twitter after they aired. First, if you haven’t already seen them, here are both of their commercials: And here, utter cuteness (and a plug for adoption, yay!): Clever, quick-witted, and supporting a good cause. If there truly is a winner in the “#RTMBowl,” I believe this would be it.
By Hailey Lanier America, yet again, is buzzing with the news of another horrific school shooting at Purdue University. On Jan. 21, alleged suspect Cody Cousins entered the Electrical Engineering building on Purdue’s campus and shot teaching assistant Andrew Boldt, killing him. Cousins then exited the building and turned himself into the police without physically harming another person.
During the incident, Purdue’s public relations team was hard at work, turning to social media to inform students of the lockdown. They advised students to avoid the area, while also providing links to Purdue’s official webpage for more information. As soon as they received information on events occurring in and around the university, the public relations team used all forms of media at their disposal to best inform students and staff. Throughout the day, Purdue’s official accounts on both Facebook and Twitter answered important questions from students and informed the Purdue community of class cancellations and an upcoming press conference. The accounts also posted pictures of the emotional candlelit vigil held Tuesday evening for Boldt, along with continuous reminders for counseling services. “You don’t have to do this alone,” a Twitter account for Purdue tweeted (@BoilerBylaws). “Counseling is available for @LifeAtPurdue students #BoilerStrong.” By turning to social media, Purdue’s public relations team was able to provide Boilermakers quick and helpful responses, and in this case potentially life saving information. By Megan Briesath As consumers, we are constantly barraged by advertisements. The daily task of getting the mail shows that our buying patterns and personal information is tracked and shared. Companies have turned to third-party providers that use high-tech data mining to retrieve this data. This practice has faced criticism and for good reason. An Illinois man recently received a letter from the Naperville-based company OfficeMax. It was addressed as follows:
Mike Seay Daughter Killed In Car Crash This is no hoax and now OfficeMax is in a rush to find how such a mistake could be made. Mike Seay and his wife lost their daughter in a car accident last year. She had no credit cards and was on Seay’s insurance. The Seays were distraught over the situation and wondered how OfficeMax had that kind of personal information. They immediately contacted OfficeMax and the customer service representative for OfficeMax responded politely with an apology. This seems like the appropriate response in a crisis situation. However, managers were quick to call the Seays frauds and denied that such a mistake could be possible, even after a photo of the letter was emailed to the company. OfficeMax has taken a beating to its reputation and has had to start damage control. The incident speaks to the company’s ability (or lack thereof) to respond in a crisis situation. Representatives should have inspected the letter more thoroughly before accusing the Seays of tampering with it. An apology should have been issued as soon as the letter was found to be real and the family should have received an explanation. This is the least OfficeMax can do considering the Seay family chose not to sue. Its next concern should be to discover how that personal information was in the address field of the mailing list and if a similar incident has happened to anyone else. This situation exemplifies the risk organizations take when using technology and data mining to retrieve personal information. By Ali Seys A billboard that debuted in Los Angeles on Monday, Oct. 28 is stirring up major controversy. The ad is for SnoreStop, a company that makes nasal sprays, oral sprays and pills to help stop snoring. It features a couple and is intended to promote the product as a way for couples to sleep soundly together.
The ad, which features the phrase “#betogether” and the slogan “SnoreStop, keeping you together,” depicts a Caucasian United States soldier and a Muslim woman embracing. The man and woman featured are in fact a real couple, yet viewers of the ad are claiming it is “a slap to the face of our military” and “racist.” “We wanted to find locations that would grab people’s attention. SnoreStop is a product for couples, and we want to show couples that you normally don’t see in advertising,” said Melody Davermark, spokeswoman for SnoreStop. Personally, I do not think the ad is racist at all, but it has certainly turned some heads. The SnoreStop ad never suggests that the Muslim woman is a “terrorist” or even “anti-American,” but placing a Muslim woman next to a man in uniform has caused many to take a second look. According to SnoreStop, the attention the ad is gaining was the initial goal. They wanted to catch the attention of the public by featuring a couple that audiences are not used to seeing. By stepping outside the norm, SnoreStop generated much buzz and prompted conversation about breaking stereotypes. The company is planning to expand the campaign to an additional 20 cities in the near future. By Becca Williams As a Svenska flicka (Swedish girl), I have always appreciated how Sweden has a culture that prides itself on being distinct from other European countries. So I was not surprised when Sweden recently announced that it was working on rebranding itself as a country. I mean hey, you can brand products, people and organizations—so why not brand an entire country!
Sweden wanted to rebrand its image to increase awareness about its tourism, government, lifestyle, history, education system, traditions, culture and nature. This rebranding was centralized around revamping its website. The rebranding of Sweden’s website Sweden.se included:
The website is also publicly funded with four organizations supporting it: the Swedish Institute, the Swedish Government Offices; including the Ministry for Foreign Affairs and the Ministry of Enterprise, Energy and Communications, Business Sweden and VisitSweden. After navigating through the website, it was not only easy to use but also very visually stimulating. It has a blog-like structure where website viewers can click on a topic headline that then directs them to an in-depth article about the topic. Some of the topics include “10 Things That Make Sweden Family-Friendly,” “Eight Reasons Why Sweden Rocks” and “Classic Swedish Foods.” Sweden had the perfect idea to brand itself as a country, and it surely did it right. Sweden adapted the old-school, serious country and tourism website to a more innovative, informative hub. It serves as a great model for other countries to follow if they want to update their image. Well done, Sweden! Or should I say, bra gjort sverige! Think back to your childhood for a moment. Shuffle through those rusty brain files, and remember those Crayola 8-Pack markers, or if you were lucky, that 10-Pack. It’s coloring time! The most cliché and unoriginal question ever posed to kids is arguably, “What’s your favorite color?” in that sickeningly sweet voice. Unfortunately, a child’s answer is not usually expected to be profound or insightful. However, from a very young age, my favorite color was green, and I could identify exactly why. It was almost a process of elimination. I would doodle rainbows with my Crayola markers on a piece of white printer paper, one by one. Red. Orange. Yellow. Green. Blue. Purple. But let me tell you, if the color green was not on that piece of paper, something was terribly wrong. Visually, the picture appeared incomplete. I was acutely aware of the fact that if green was missing, the page was simply an eyesore. On the contrary, if any other color was missing besides green, it was not visually disturbing to me at all. Green had become my indispensable color. Naturally, it was from this realization that I decided it must also be my “favorite.” So how does this relate to Starbucks’ public relations? The answer is just as simple. Starbucks wants to become indispensable to our daily lives. Starbucks has been branding itself as a luxury that we can now enjoy in the comfort of our own homes. All we need is a Keurig or a Verismo, and a bunch of cute little coffee pods. Starbucks is a client of the world’s largest public relations firm, Edelman. Public relations professionals at Edelman have succeeded in getting the public’s image of Starbucks to be one we cannot imagine a world without. So much so, Starbucks is practically on every street corner, and now it has even made its way into our homes. Invasive, much? Exactly. Starbucks has been trying to integrate its products into our everyday lives and make us believe its products are simply essential. The wording in this picture says it all: Starbucks is like the green in my rainbow. I can have a study session without Starbucks, but will I doze off? Yes. I can have a cup o’ Joe with a friend at Denny’s, but is it as fun? No. We like the experience of Starbucks and they know it. They created it.
Green is the glue that sticks the rainbow together, just as Starbucks is the glue keeping society together. (Or so they want us to perceive.) Perhaps the most ironic part of this comparison between Starbucks and the role green plays in the rainbow is that Starbucks’ logo is also….green. If we see a logo with a green circle we can almost all guess that it is a Starbucks sign. Starbucks is iconic for its touch of green: green straws, green aprons, and green logo. This company has branded itself as an integral part of society by functioning as a solution to your physical need for caffeine every day, and your social need for a meeting place. Even interviews and business meetings are conducted at Starbucks. Starbucks is also like a rainbow because it is consistent with its products. You know the color order in a rainbow is always the same. You also know that a caramel macchiato is a caramel macchiato, whether you’re at a Starbucks in Chicago or in Tokyo. I also think it is interesting that Starbucks repeatedly participates in current events. The most recently notable examples of this was when the company started a petition to end the U.S. government shutdown and when the CEO of Starbucks announced that guns are not welcome in their stores. Not only is Starbucks trying to evolve its identity as relevant and timely, it is also a statement that Starbucks is important enough to our culture that it can comment about the news agenda without people saying, “Why would we care what this company thinks?” By Lily Sherer Outdoor apparel company, Patagonia, recently launched a campaign that encouraged customers to not buy any new Patagonia products on Black Friday. One picture from the campaign reads, "Don't Buy This Jacket." At first glance, this truly gets one's attention. Secondly, this prompts a question in the viewer’s mind. Why not? According to Yahoo, “This initiative is coming to life in 15 of its retail locations in cities around the country. Starting at 4 p.m. on Black Friday, customers can bring old, beat-up Patagonia gear to one of those 15 stores to get their stuff repaired for free by professional.” Customers can also enjoy food, beer and live music while watching screenings of the company’s new “Worn Wear” short film, which follows a champion skier, surfer and other outdoor enthusiasts in their well-loved Patagonia gear. The event almost sounds like a fun tailgating party. Who wouldn't be excited about something so innovative? This campaign probably won't rake in the sales on Black Friday, but it will solidify strong brand loyalty among its niche market. This market believes in environmental sustainability and quality products that last a long time. Patagonia also believes in the philosophy of fixing what is broken instead of trashing it in favor of buying something new. Supporters of this philosophy will rally behind Patagonia fervently since they feel alienated from consumerist culture, especially during the Black Friday promotional chaos. Patagonia's public relations professionals used this campaign to take advantage of the opportunity to send an alternative message about Black Friday than every other retailer. This is exemplary public relations and has gained a great deal of media coverage. Older generations are some of the target publics of this campaign because they grew up in a time when products were designed to last and fixing broken items was valued. Millennials are also a target public because many care about the health of the environment and have been educated about the damages of global consumerism. With almost three million views on YouTube, the "Story of Stuff" is one example of information causing Millennials to care about this issue.-Fix the ending to make it more conclusive. By Lily Sherer Journalists and reporters have received mixed messages from the Russian authorities and the International Olympic Committee (IOC) on whether or not they will be allowed to use social media on their phones at the 2014 Winter Olympics in Sochi, Russia. Vasily Konov, head of Russian R-Sport news agency, first shared the unfortunate news. Any Olympic-related photographs on social media must be obtained using professional equipment and only by those using proper accreditation. If journalists are seen using their smartphones to capture and share the action, they will be stripped of their accreditation. The IOC disregarded Konov’s message, and spokesman Mark Adams told USA Today that social media would be welcomed at the games. “Accredited media may freely utilize social media platforms or websites for bona fide reporting purposes. Photos taken by accredited photographers may be published for editorial purposes on social media platforms or websites in accordance with the Photographers Undertaking,” said Adams. Videos, however, have been and will continue to be banned, which means no Vine or Instagram videos. If the rumors are true that journalists are banned from using social media, then it is safe to assume that spectators will face similar restrictions. Although spectators will most likely be allowed to carry their smartphones and tablets around, all images of the Winter Olympics are technically owned by the IOC. Posting the Olympic symbol (the five interlaced rings) for consumer use is not allowed, which means no one should be tweeting pictures of it. Using the word “Olympic” and any Olympic-related words comes with strict rules and high consequences. This is a big step back in time for a popular event to be without social media. Fans will have to turn to the Olympics’ official website for “close, but not quite real-time” updates. Social media has become a crucial part of the lives of individuals, as well as companies. It is where a person can seek information and get immediate answers. Social media has reinvented the way consumers receive news as it is happening, including the results of the Olympic games. Only time will tell if the lack of social media at the 2014 Olympics has a significant impact, but right now it seems like that is a pretty safe bet to make. By Ali Seys If a crisis is considered as any situation that is threatening, could seriously interrupt business or significantly damage a reputation, then the Miami Dolphins definitely have a crisis on their fins. The Miami Dolphins organization has been trying to keep its image and reputation above water after allegations of bullying, hazing and harassment left two players on the inactive list. Jonathan Martin, a tackle for the Dolphins, abruptly left the team at the end of October, reporting emotional stress. Days later, teammate Richie Incognito was suspended indefinitely for claims of detrimental behavior toward teammates dating back to the 2012 season. It is reported that Incognito had left graphic and threatening voicemails for Martin and sent explicitly worded text messages, even after his suspension began. The Dolphins organization, as well as the National Football League’s, is now taking hits to its image and reputation. In such a tight-knit organization, it’s a little confusing how the problem could escalate to this severity and go unnoticed by teammates and the coaching staff. In an initial press release, prior to Incognito’s suspension, Miami put the focus on Martin’s well-being and claimed all accusations were just that – accusations. A second press release stated that the allegations were being taken seriously and that the NFL would be conducting a formal investigation. The third and final press release concluded that Incognito had been involved in detrimental behavior and would be suspended, and the NFL would continue their investigation. Dolphins’ owner Stephen Ross is “appalled” by the incident but is unable to meet with Martin until the NFL’s investigators meet with him first. The damage may be done, but the Dolphins are taking steps in the right direction to rebuild their reputation; they identified the problem, implemented a short-term solution and are formally and thoroughly investigating the situation. Miami also issued three press releases to keep the NFL community in the loop, but many questions are still unanswered. Will Martin or Incognito return to play for the Dolphins? How will the organization punish (long-term) this kind of behavior? Did the coaching staff know about the situation and are they at fault? How will the NFL change its culture to prevent another incident like this one? The wrong answer to these questions could add to the damage the Dolphins organization is facing and take even longer for it to recover. By Ali Seys Keep calm and tweet on! Twitter recently released an update which displays images and Vine videos directly onto users’ timelines. Along with this visual update, users are able to favorite, reply or retweet a tweet right from their timeline. No swipe to open a tweet is necessary; users just tap the action they want to take. Both of these changes are in partner with Twitter’s latest initial public offering, while the company expands to new consumers and features more multimedia elements to the social media site. Check out the five ways for what this update means for public relations professionals. 1. Visualize your storytelling – Now that images and Vine videos appear right on your Twitter timeline, brands are in higher competition with each other to attract customers to a message. It’s not only about crafting the perfect 140 character message, but also the visual that goes along with your tweet. Think about what types of images would catch your eye when scrolling through your timeline and use that to brainstorm ways to visually attract Twitter users while branding back to your organization or personal brand. 2. Engage with your audience – With Twitter users having the ability to reply so easily, conversations via tweets will increase. Instead of just telling your customers about your latest campaign, ask questions that will spark conversations among your followers. 3. Create viral content – Adding effortless ways to favorite or retweet a tweet leads to the higher possibility of a message going viral. Whether it’s through a creative message or an empowering visual, the simplicity to share the tweet gives it the opportunity to go viral. 4. Rethink your Twitter presence – As of June 2013, Twitter reported there are more than 232 million active users. This number shows the value this social media platform has and its competition against Facebook and Instagram. With the new Twitter update, it forces brands to reconsider the advantages of staying active on Twitter. 5. Avoid a Twitter crisis – While the Twitter updates mean messages can go viral and create conversation, it’s important to remember to be prepared against any crisis through social media. Know how you are going to handle a tweet gone bad and what steps you will take to make the situation better. What other ways does the Twitter update affect public relations professionals? Tweet to @ILSTUPRSSA. Happy tweeting! By Melissa Fortes LinkedIn is not just meant to be an online resume. It is an opportunity to build your network, and – perhaps more importantly – connect with your network as well. However, many people make the mistake of creating a LinkedIn profile but then let it collect dust by not interacting with people. This isn’t fair to you or the people who have carefully chosen to connect with you on LinkedIn. To connect with someone means both people can add value to the relationship and help each other. Don’t be lazy by choosing to neglect your network. One way people sometimes hurt their reputation on LinkedIn is by not taking advantage of their opportunity to share their true value as professionals. This is the essence of LinkedIn: What do you stand for? What is at the core of your purpose as a professional? LinkedIn is your opportunity to tell the world why it should care about what you have to contribute to your industry. One way to do this by posting a few links to articles or videos that talk about your passion or a thought-provoking piece that encourages discussion among you and your network. The keyword here is a few articles. Do not post ordinary articles five times a day just to appear relevant. Make sure the links you post are extraordinary examples of a topic with which you want to be associated. Why? Because everything you post is an extension of your personal identity: your brand. You have complete control over your professional identity, so it’s a great idea to be mindful about it. On LinkedIn, as in “real life,” you can either deliberately develop your identity or it will happen by default. Take the opportunity to share with others what is important to you instead of making them guess. The world of LinkedIn doesn’t have to be intimidating. It is definitely worth it to invest some time and get more involved. A revamped approach will pay off, especially because your profile is often the first impression prospective employers get of you. To learn more about the dos and don’ts of networking on LinkedIn, check out this article: http://www.inc.com/kevin-daum/20-critical-dos-and-donts-of-linkedin-networking.html. By Lily Sherer Twitter is a fantastic tool to show off your personality and create a professional image for yourself. However, it can sometimes be difficult to decipher the line between personal and professional. Here are some dos and don’ts to keep in mind while tweeting.
Happy tweeting! Be sure to get in touch with Illinois State PRSSA on Twitter too @ILSTUPRSSA.
By Brandy Lewis |
AboutPRecisely PR is the blog of the Illinois State University Chapter of the PRSSA. We write about Chapter events, the public relations industry, member profiles, and more. Archives
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