Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
After my experience trying Starbucks VIA, I was curious to see what other people think about the company’s instant coffee so I did an informal e-mail poll. I posted a query on Peter Shankman’s HARO to see what other consumers think of the new brew.
We have successfully used this tactic before to secure customer testimonials and expert opinions on behalf of our clients. Although this is just one method, we have found this can be an efficient and easy way to connect with consumers and experts.
Customer testimonials and expert opinion can add significant color to any announcement, podcast, blog post, etc. For instance, take a look at what some of the folks told me about VIA:
- “I tried Starbucks VIA because they kept giving me free samples. I’ve had instant coffee before and hated it; it seemed a lot like drinking from a mud puddle. After trying instant coffee once, I swore off it. However, with VIA I was pleasantly surprised. The coffee is good and although I still prefer to go to Starbucks for a brew, I do drink VIA in a pinch. The Italian Roast has a nice strong flavor similar to the Americano I like to drink. Columbia is smoother. You will get a little sediment in the bottom of the cup but that is about the only giveaway that it’s instant coffee.” – Paula Krapf, Author Marketing Experts, LLC
- “I have had VIA several times and while I am not a connoisseur of coffee, I do have a latte or Americano almost every day and I do like VIA. It is much better than any other of the “traditional” instant coffees and comparable to Starbuck’s brewed coffee – just far more convenient. I took a pack with me skiing last weekend, grabbed a cup of hot water during a short break and mixed in the pack of VIA. It is MUCH better than the institutional, brewed coffee at the lodge.” – Dan Evans Jr., The Dan Evans Group
- “I tried it, and liked it. I have a couple of 12-packs and have used it every day for the last week. I have several excellent coffee choices within a three block radius, but the weather’s been awful and this is a snap. No clean up. So far have stayed with Italian Roast. Previously I would gag at the thought of instant coffee. Another unexpected perk about VIA is that it actually smells good. The aroma fills the whole kitchen. Nice.” -Andra Medea
The one person who did not like VIA wrote me to say he thought VIA tasted like every other instant coffee and he doesn’t see the point.
As you consider your next corporate announcement, we hope you’ll consider infusing it with third-party perspective. With outlets such as Facebook, Twitter and HARO becoming more and more popular, there are a number of affordable, efficient ways to reach out to your target audience and garner their feedback.
One of the very first things I do every morning is check Facebook, Twitter, read the news and drink coffee. It is a relatively peaceful morning ritual – except when my beloved dog Scout wants to play.
The other morning while checking Twitter, I noticed that the word “Starbucks” was trending on the site. I was immediately intrigued. I wondered what Starbucks had done to create such a buzz, and what I could learn from the coffee retailer.
I quickly checked out some of the tweets and discovered the company was offering free samples of its new instant brew called VIA. I immediately signed up and this week I received two complimentary packets of Italian Roast and Columbia coffee. I just had my first cup and thought it was pretty good. I also really like the packaging.
But I am more impressed with how Starbucks is leveraging Twitter to reach consumers and drive perceptions of their company. This is a good example of how companies can effectively engage with key audiences. Starbucks offered something of value to folks in an unobtrusive manner, then sat back to watch the buzz build on Twitter. By leveraging the social network, they almost instantly created a vocal group of evangelists for their product.
For more information on how other companies are using Twitter, check out Forbes‘ article on the topic.
Last fall, Communiqué worked closely with Big Fish Games to build awareness and demand for Mystery Case Files: Return to Ravenhearst, the fifth title in Big Fish Games’ blockbuster hidden-object adventure series. As part of those efforts we secured in-person meetings with consumer lifestyle media well in advance of the actual launch to provide these long-lead outlets with an opportunity to experience the game firsthand.
We secured terrific results from these meetings: recent issues of Parade and SELF highlighted Mystery Case Files: Return to Ravenhearst to their readers.
Parade (circulation 32 million) highlighted Return to Ravenhearst as a spooky mystery game and included a screen shot of Ravenhearst manor in the Parade Picks’ section of its March 8 issue.
SELF (circulation 1.5 million) included Return to Ravenhearst in a round-up of computer games in its March issue. The editors recommend Return to Ravenhearst for anyone who enjoys watching whodunit shows such as Law & Order.
Big Fish Games’ in-person meetings also resulted in coverage in USA Today.
In-person meetings can be a great way to target consumer lifestyle press and should be considered when planning for product launches. The resulting coverage from face-to-face meetings can be big, and can help establish lasting relationships with key media. Just remember consumer lifestyle publications typically work several months in advance, so planning early is critical.
For more information about strategically planning product launches or scheduling in-person meetings with media, please contact us at info@communiquepr.com or at (206) 282-4923.
We’ve written often about the importance of blogging to engage customers, share company news, establish thought leadership and improve search engine rankings. A great example of a blog that has improved – and even created – business for its author is YouLookFab.com, by Angie Cox.
A former specialist buyer for ladies’ wear, Angie now runs a style consulting business in Seattle. She started YouLookFab.com to offer style advice to a larger audience, and she posts an entry every weekday. Her blog has become so successful that it has led to corporate engagements with retailers and an interview on the Today Show which aired on Saturday, March 7 – a notable and exciting testament to the popularity of YouLookFab.com.
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What is it about Angie’s blog that attracts so many loyal fans? To begin with, she picked a compelling subject that she knows well. She believes that fashion and style is beyond size, age and price – making her blog a relatable and informative resource for all men and women.
Unlike many fashion blogs, Angie does not critique couture or equate style with buying the latest “It Bag” (with matching $700 shoes, of course). Instead, she shares tips that help women look polished, chic, confident, and – as the name of her blog suggests – fabulous everyday.
It’s true that the clothes we wear convey a great deal about us, and this is particularly relevant in a professional setting. Many of our clients ask us for help when planning for business events such press tours, interviews and important meetings because they recognize the importance of making a great impression.
If you’re looking for style consulting, we highly recommend Angie Cox. For more information about Angie, you can check out her blog at www.YouLookFab.com and click on the “contact us” tab.
Last week Dr. Sanjay Gupta, one of the healthcare industry’s brightest media stars, took himself out of the running for the position of surgeon general within President Barack Obama’s administration.
Dr. Gupta is best-known as CNN’s chief medical correspondent, hosting the network’s weekend health program “House Call” with Dr. Sanjay Gupta and making frequent appearances on the network’s “American Morning,” “Larry King Live,” and “Anderson Cooper 360∞” programs. He also contributes to CBS News and writes a column for TIME. In addition, he practices neurosurgery at Atlanta’s Grady Memorial Hospital.
While Dr. Gupta’s decision may have been a surprise move for some, there’s no doubt that others are breathing a sigh of relief. As one of the most well-known medical correspondents in recent memory, Dr. Gupta has been an integral part of the changing media landscape around healthcare-related news.
A recent study by Pew Research Center’s Excellence for Journalism indicates health-related news coverage is in limbo as the media landscape continues to shift.
According to the report, “as consumers migrate from broadcast to cable, and from print to online; as newspapers cut pages, reporters and editors; as the amount of advertising on TV goes up and the news hole shrinks; as all of these shifts occur, it is likely that viewers will be exposed to less news coverage of health and health policy.”
What will this mean for those of us who look to the news for vital information about healthcare? Fortunately, Dr. Gupta has gone beyond simply reporting on the latest and greatest research studies to shed the media spotlight on some of the world’s most critical health issues including AIDS, mental health, vaccines, autism and gene therapy. These are all issues that will greatly impact our society in the near future and it’s critical that the media continue to incorporate ongoing healthcare perspectives from experts such as Dr. Gupta into their daily coverage agendas.
Health care is an important issue for many people and it should be a top priority for print and broadcast media as well as social media outlets such as blogs and micro-blogs. Dr. Gupta has certainly raised the bar when it comes to health-related news and we could use a few more like him educating people about the issues that will impact those most.
What do you think about the Pew Research Center study? Do you think a reduction in media coverage of health and health policy will be detrimental? We’d love to hear your thoughts.
According to a recent report by eMarketer, podcasts quickly becoming viable vehicles of communication in mainstream media.
Podcasts were born as a result of blending social media with iPods as a vehicle for anyone to broadcast their opinions or discuss topics of interest.
“The popularity of podcasts has created an environment in which increasing numbers of media companies are repurposing content from their radio or TV broadcasts as podcasts, and audiences have responded favorably,” says Paul Verna, senior marketing analyst for eMarketer. “This shift has resulted in the evolution of podcasting from a long-tail medium to a Web 2.0 extension of popular, traditional media.”
Verna continues, “today, the vast majority of the top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences.”
The report also indicates that podcast audiences have grown and will continue to do so. According to recent statistics, next year 26.7 million people will listen to podcasts.
We often recommend our clients leverage podcasts as a way to raise awareness of a company and drive viral buzz within the social media sphere.
Podcasts offer a fantastic platform to help organizations amplify key messages to media and consumers to create evangelists for a brand. With mainstream media joining the ranks of podcasting including TIME, U.S. News and World Report, Business Week and The New York Times, companies have a significant opportunity to get in front of they key audiences and influencers that matter to them most.
There are a variety of ways an organization can leverage podcast opportunities including:
Pitch interview opportunities with relevant podcast – Whether it’s TIME’s Green podcast or Dan Carlin’s Hardcore History podcast, all of these shows are looking for new story ideas and interview subjects. You should pitch podcasts in the same manner you would a traditional media opportunity. Develop a compelling interview topic and send to the producer or host via e-mail.
Develop your own podcast – Many organizations are developing their own podcasts and hosting them on their Web sites or seeding them with relevant blogs. The cost to produce these podcasts can vary depending on whether you have the proper equipment and skills. However, this option offers the ability to have more control over the content and ensures the desired key messages are being relayed.
Do some research on podcasts, you’ll be surprised to learn who is podcasting and how many opportunities there are to reach your key audiences via this medium.