As a public relations practitioner, earning the accreditation in public relations (APR) is a commitment that demonstrates a willingness to serve the profession to the utmost competency. Earning the APR, for me, is like striving to become a Gold Glove outfielder. It's an opportunity to refine my skills and expertise and grow as a professional.
I’m nearing the completion of the process for obtaining my accreditation and have a newfound respect for the professionals who wear the APR badge. The process is a comprehensive study of the practice that certifies my knowledge and abilities in performing as a public relations professional. Having the letters APR behind my name does not mean that I’m the best at what I do, and it cannot replace any amount of practical experience, but it does signify that I've been judged by a group of my peers and a national governing organization (PRSA) to have a firm grasp on the profession. It means that I understand the role that public relations performs in the day to day communications between organizations and their publics.
When I entered the media business, it was a generally accepted advertising principle that an effective media campaign would generate, at a minimum, 50% reach among the target audience, with an average frequency of three times. Well, that was back when there were three major television networks and local radio stations could boast double-digit shares. Since then, there have been many changes, and we can no longer count on a single medium to provide the reach we believe is necessary to effectively move our target audience to action.
Of course, the biggest change, and the one most written about, is the onset of consumer interaction with the internet and online advertising (and therefore, less time spent with traditional media). But, if we think it’s hard to deliver a sizeable audience on TV due to the sheer number of channels from which to choose (and whether our audience is a cable or satellite subscriber), then the number of websites staggers the mind–the fragmentation seems endless, so how can we expect to reach a sizeable portion of our audience anywhere? Or do we even want to?
I so wanted to love the new Microsoft spot. I mean, it’s got so much going for it. Jerry Seinfeld—funny! I mean the man could crack up Ghengis Khan in the middle of a pillaging rampage. And Bill Gates: I have always maintained that the Geekster in Chief is funny, too. (Not intentionally. But funny.)
Plus, we’ve got an amusing premise here: Seinfeld meets Gates at Shoe Circus, where shoppers are promised “Quality Shoes at Discount Prices—Why Pay More?” I’m chuckling. I’m ready to guffaw.
But then things start to get weird. Jerry takes over for the shoe salesman and starts giving Bill footwear-related advice. He seems such a pro, you wonder if maybe he was a cobbler in his younger years. Why does he know so much about shoes? We’re not told. We begin to feel like we’re on the out side of an in joke.
Congratulations to New Xperience Entertainment owners Tamika and Kenneth Bain! Last week was the culmination of almost a year’s preparation for the U.S. launch of Mobile Cinema Park, a product created in Israel for educators and their students. They recognized the value of Cinema Park’s multimedia educational programs (which have been popular in Korea, Poland, Mexico and other countries for years,) and are making them available to US schools, museums and other edutainment venues. And hats off to the Bouvier Kelly team whose skills in branding, art, copy, web design and PR became an integral part of the NXE team. Of the myriad projects that any agency undertakes, none is more demanding or more fun than a product launch. From the audience research to brand development, market segmentation–even the budget constraints–makes introductions exhilarating for the adrenalin junkie in all of us. K-12 students and their teachers will be the ultimate benefactors of Tamika and Kenneth’s entrepreneurial gusto. And we are proud to be part of it!
I thought I knew how important a well-planned, superbly orchestrated PR event can be in strategic brand positioning.
But after watching the 2008 Olympic Games in Beijing, I now realize that the way China orchestrated the Games to articulate their national brand is the new standard for the use of events in strategic marketing. From the jaw-dropping theatrics of the opening ceremony, to the meticulous management of the logistics and infrastructure, to the seemingly genuine friendliness of the people of Beijing, the Olympic event (at least for those of us experiencing it via television and the Internet) was a perfectly packaged showcase of Chinese competence, capability, creative ingenuity and intriguing culture. Not a bad brand profile for a nation pinning the future of its 1.3 billion people on its ability to position itself as the product sourcing solution for the world.
Sitting quietly, enjoying a cup of gourmet coffee in the computer café, you glance over and see a young mom shopping in the retail store looking for a good book to read while her daughter colors in the children's play area. There's an older gentleman comfortably scrunched down in the oversized leather chair reading The Wall Street Journal (nodding off occasionally) and a group of friends playing Wii on the big screen TV. No, you're not at the mall or at Barnes & Noble. Would you believe you’re at your local bank?
With the changing landscape of the financial industry, many banks are testing unconventional methods to differentiate themselves and create a more positive customer experience. The toughest competition for banks today isn't the other banks down the street, but actually all the dynamic, engaging experiences consumers have with the Internet, electronics and innovative retailers. Banks that understand this evolution will have a powerful advantage when it comes to wooing customers and winning mindshare. If they get it right, they will strengthen their brands, build customer loyalty and directly drive top-line revenue growth.
We’ve all heard this before: “Let’s get there early, so we can catch the previews.” I hate missing the beginning of a movie as much as anyone else, but catching all seven of the previews often leaves me exhausted before the movie even starts. The last thing I need before seeing a superhero movie is seeing five other superhero movies. They may only be three minutes in length, but they seem to cram in every explosion, joke and one-liner from the entire film. Often after watching a trailer I feel like I already know the characters and their story so well that I don’t need to pay eight bucks and spend two hours to get all that same information again in long form.
It makes sense that a preview is structured the same way a movie is: hook, exposition, climax and resolution. But doesn’t it seem like this formula is maybe too easy? Wouldn’t it be exciting if trailers were more like teasers—where you see just enough to make you want more? I’m sure that previews show as much as they do because that’s what audiences expect, and because it sells tickets. I, for one, am tired of all this handholding.
There’s a predicament you have found yourself in many times. It’s a solvable problem, and yet I’ll bet you’ve never sat yourself down to come up with an answer.
Relax. I am your personal answer-generating machine. I’ve got a solution for you and for everybody in the whole world, right here in my pocket.
Okay—the problem: you’re engaged in a cell phone conversation. One of the phones drops out. You and your fellow conversant both know what happened. You both know that one of you is going to have to call the other one back.
But you’re both paralyzed. What if the other guy is calling me? Then my call to him will get a busy signal. Should I wait for him to call? Or should I call right now?
Communications conundrum! Again, think of me as your cell phone genie. I’ve got the solution, but it only works if everybody in the whole world gets on board. This blog post is the first salvo in my effort to get first the Triad, then the U.S., then every country from here to Malaysia to buy into this.
Hello, alphabet. That’s your answer right there, my friend. When the call has just fizzled and you’re staring at the phone, think of your last name. Then think of the other guy’s last name. Which name would appear first in the phone book? Well, that’s the person who should make the call.
Yes, you are most welcome. Thank you for your kind thoughts about me and my solution.
If you’re wondering what this has to do with advertising, I wasn’t sure myself until I remembered that I am often on the phone with account execs who want me to write down an important deadline. I am all about deadlines, yessir, so if the call dropped out right at that moment—well, this system of mine means I’d get back on the line pronto and get that deadline written down.
With the Olympics winding down and network television still in full rerun
mode, I found myself surfing Netflix to schedule my next batch of evening
entertainment. Interestingly, I found a notice on the Netflix website (since
removed) apologizing for a technology snafu that prevented the company from mailing DVDs to roughly eight million subscribers last week. I also found
this article:
in the NY Times, referencing Netflix's corporate reaction and the positive response from its customers.
It's true, you cannot beat good customer service these days, and from a
public relations standpoint, honesty is – and always will be – the best
policy. Netflix reacted in the right way, admitting the mistake, apologizing
and offering a discount to its customers. But Netflix customers were also
quick to offer the company a free pass. Why? Netflix views good customer
service as an extension of its brand. The lesson here is that solid,
proactive brand management aids successful reputation management in crisis situations. Yes Netflix lost money, but here’s an example where even though the bottom line suffered, the brand reputation remained largely unscathed. That's worth far more than the $6 million the company paid out in
retribution to its customers.
We here at Bouvier Kelly have decided to take part in the ultimate team
building exercise. No, not a ropes course. And not one of those "trust
me, I'll catch you" workshops. No, we're harkening back to a simpler
time; we're taking on kickball.
The Greensboro Parks and Recreation's Kickball League, to be exact
(what, you thought we were going to take on a group of middle
schoolers?). What better way to reaffirm teamwork than through that
playground game of old. How else to re-energize kicking off great ideas
than by kicking that big red ball.
So if you see a group of huffing and puffing adults on a field near you,
take a moment to give us a shout out. Then call 9-1-1, because we're
pretty sure someone will need it.
As a bonus, how about helping us name our new kickball team? Just leave
your suggestion in the comments. (Sadly, for some reason no one liked my
Bouvier Kelly Mules. As in, kick like a...)
Hello. We’re Bouvier Kelly—a full-service advertising agency in temperate Greensboro, North Carolina. And this our blog. On it, you can expect us to do what we do best: communicate. On some days, that might mean sharing our thoughts on trends in social media. On other days, we might feel the need to gush over a new campaign we’re smitten with. Whatever the case, you can expect the discussion to be lively and engaging. On that note, we’d love it if you joined the conversation.
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