Bad Customer Service is Worse PR

Dear AT&T:

You lied to me. After my boss and I spent a combined two hours on the phone with unhelpful customer service reps, I turned to a forum where I thought  I could get help: Twitter. I knew you tweeted customer service assistance, and it seemed a fair court of last resort.

Wrong.

Now, you might think it’s strange that I’m writing this letter instead of my boss, Lorraine, who actually pays the bills. But there are two reasons: first, her husband, Andy, works for AT&T. Second, her blood pressure is still sky-high from dealing with you.

AT&T, why did you ignore me? You were so good at first, quickly getting in touch after the initial tweet and promising a call “soon.” Two hours passed. No call. I reminded you. You promised a call “soon.” When I left the office at 5:15, nearly four hours after the initial promise, there was still only silence from you.

Bad move, AT&T. Not only is it awful customer service, but it’s terrible PR. It looks like you’ve only jumped onto Twitter customer service because it’s the hot new thing (companies like Discount Tire use it splendidly), not because you actually care about delivering customer service in this new format. I see it as a cold, calculating PR move with no substance to back it up. And PR should always, always have substance and truth behind it.

I don’t trust you, AT&T. I was neutral towards you before, but your poor service, both on the phone and on Twitter, has moved me to open hostility. I will now do my best to avoid your products at all cost. All because of one poorly executed PR move.

Don’t call us, and I won’t call you.

Sincerely,

Allison.

Are You a Spin Doctor?

This morning I read an interesting article by a social media expert Jason Falls. The article examined the evolution of the public relations industry as corporations and well-intended employees/advocates spin news stories and stretch the truth in order to present themselves in the best possible light.

Now, let me start by saying, I am NO public relations expert (thank God for Allison), but Jason’s thought-provoking comments gave me new insight into how complex the “truth” can be.  For example he told the story of a PR professional who he greatly respects blamed a problem on a cause almost totally unrelated  to the issue. Here’s an excerpt:

“When my friend and noble public relations professional Geoff Livingston recently told us (or more likely repeated an assertion that) fried chicken causes breast cancer, I shook my head at another unfortunate and unsuspecting victim of good spin doctoring. For the record, obesity is frequently a predictive factor in breast cancer, not eating fried chicken. If someone eats too much fried chicken, they may very well become obese, but the person’s inability to eat in moderation is to blame, not the chicken. Geoff’s assertion is akin to saying Apple, Microsoft, Cisco and Dell cause Internet porn.”

I feel like I see this kind of thing all the time. Any time a tragedy or problem occurs, what’s the first thing we do? Place blame. Identify a scapegoat. Find a culprit (or make one up).

Toward the end of the article, Jason goes on to ask the reader to look within and think about how they digest the information presented to them:

“But what happened to us as a society that we’re so apt and willing to believe a one-sided story? When did self-directed decision-making leave our conscious?

Did ‘good’ PR kill good PR? Is our ADD society producing droves of drones who’d rather accept the common thread rather than raise a hand and ask questions? Will the consumer-based marketplace reverse the trend or will the socially-adept extremes dictate popular belief?”

The article definitely made me think about how I viewed the news. I can be honest enough with myself to know I constantly jump to conclusions. What do you think? Does the emergence of social media dictate that the old methods of “spin” are extinct? Is Jason right?  How far can you stretch the truth before it snaps?

To read the full article (which I highly recommend), click here.

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Side note:  I first heard Jason Falls speak at a Confluence event in Indy last summer.   He is as interesting in person as he is in print. If you are looking for a chance to hear him, he will be back in town for BlogIndiana later this summer.

Revenge of the Little Blue Bird

By now most of you have heard something about an oil spill in the Gulf Coast. The spill, one belonging to British Petroleum, has been a PR disaster for the company. A few days ago, Lorraine wrote a post displaying some of the “redone” BP logos angry folks had designed, spurred on by Greenpeace.

While that is certainly a creative way to lambaste BP, I found another outlet one dissatisfied opponent of BP’s crisis management has decided to utilize: Twitter.

Fans of PR news will be familiar with BPGlobalPR, a fake Twitter account that has been set up to mock BP’s response to the oil spill. As one article on Time Magazine’s website states:

BPGlobalPR, a fake Twitter account that apparently went live a week ago today, is now being regularly updated with messages that mock BP’s response to the ongoing oil spill in the Gulf of Mexico. Poking fun at everything from the firm’s corporate profits to its ongoing struggles in shutting off the oil stream, BPGlobalPR has already attracted more than 25,000 followers. And the number keeps ticking upwards.

• I’ve gotta say, at night the gulf really doesn’t look that bad.
• A bird just stole my sandwich! You deserve everything you get, nature!!!
• Feeling down? Why not take a long drive and blow off some steam?
• Lots of people blaming this on Bush or Obama. Pph, we wish.
• The truth is Presidents don’t have any control over what we do.

What do you think about they way social media is being used to criticize BP? Is this a sign of things to come? Will other companies face the same fate if they disappoint their customers and the general public?

And what, if any response should BP take?

Introducing: Emily Beck Our New PR Intern

We are excited about the three new interns who have joined Roundpeg this summer.   Over the next few weeks you will get to know them through their blog posts and appearances at Indy networking events.  Today, meet Emily:

by Emily Beck

As an incoming senior student at Indiana University, I am working towards earning my degree in journalism with a concentration in public relations and a specialization in human resources. Graduating from Bishop Dwenger High School in Fort Wayne, I am new to the Indianapolis area. Aside from being a full-time student, I am also an active member of Pi Beta Phi sorority, PRSSA, IUDM and various other campus organizations.

I have held one previous online internship with The ZOI Greek Directory. As an intern here at Roundpeg, I hope to enhance and develop my writing and public relations skills. I also hope to build strong relationships through various networking events which will better prepare myself for a future in the public relations field.

Four Visibility Strategies Which Work On and Off Line

As a marketing firm serving the small business community, our clients rely on us to develop cost effective marketing strategies.  Those strategies rarely include advertising, relying instead on effective  PR campaigns to deliver the key messages.

With the explosion of internet news services it is easier then ever to get messages into the marketplace.  Off line, my small business clients want to be featured in the IBJ or Indy Star. On-line they want the first position on a Google search. While the outlets have changed, the tactics for on and off line media are very similar.

For example, here are four  strategies which work on and off line.

1. Buy Advertising – Advertising is a good way to start the ball rolling and introduce your brand, but advertisements will never have the credibility  of editorial content so you will need to offer more eventually.  On-line only 10% of traffic will ever come through an advertisement
2. Relevant Content – Send press releases with new or information on hot issues, and on-line review your copy verifying it contains key words
3. Frequent Updates –   Off line I refer to this as the drip theory; sending small updates to local media so they know what is going on in your business, and have the perception you are a dynamic firm.  On-line frequent blog posts or updates to your site let Google know your site is worth visiting on a regular basis moving you up in the rankings
4. Create Links – In the off-line world this involves staying connected to other businesses who serve your client.  In the on-line world there are many ways to build links to your site including asking your friends and associates to connect to you in exchange for a connection to them or posting content on relevant sites or simply distributing press releases through on-line news sources.

Want to learn more?  Sign up for our PR on a Shoe String   or one of our other on-line education programs

The programs are FREE and include discussions on Marketing, Business Planning, Web design, and PR/Social Media  Each program includes emails, blog posts, worksheets and the occasional podcast or video.  Enroll in one today!

The Internet Makes PR More Challenging and More Effective

PR used to be an easy gig.

1. Step One – Write a press release, educational article or case study
2. Step Two – Submit it to a list of reporters in your targeted media
3. Step Three – Collect the clippings and start over

But as newspapers struggle to find advertisers, the amount of content shrinks.  As a result, especially here in Indy, fewer and fewer stories are featured in the print version of the publications.  In an interesting article in Web Designer Depot, the author suggested that the iPad may very well be the last nail in the coffin of traditional media.

While I am not sure printed publications will disappear completely, I do believe they comprise a smaller and smaller piece of the news picture.  As a result, when I  work with small businesses to develop PR strategies, I have shifted the majority of my efforts away from traditional printed media, to on-line venues.   I believe the ability to leverage the on-line media exposure is much greater then what you can do with a single article in a printed publication.   Why?  Because once a story runs in the paper, the best you can do is cut it out and hang it on your wall.  In contrast once you are featured on-line you can post segments on your blog, link to the original article from your blog.  In addition, you can post comments on social media platforms ( Twitter, Facebook, and LinkedIn) and include the links in your newsletters to clients and prospects.

The benefits of online PR expand beyond just the coverage.  When used properly, it becomes SEO fuel for your website too!

Sample Press Releases

At Roundpeg, we distribute hundreds of press releases each month to both local and national media outlets. How does a small firm turn out so many news stories? It is easy when you realize most press releases are relatively simple; just a few paragraphs, designed to whet the appetite of the writer.

Here are a few examples of typical press releases  you can use as a starting point for your own release.  substitute a few details about your firm, and you are well on your way to completing your release.

• New Hire Press Release
• Sample Press Release: New Product
• Press Release Sample: Special Event
• Press Release Example: Award

Want to learn more about the Art of PR?  Sign up for our FREE on-line program:  ”PR on a Shoestring”.  Simply complete the form today!

Who Owns Social Media?

When I was in corporate there was an ongoing battle between marketing and IT for control of the web site. The technology was relatively new, and while we saw tremendous potential to connect with customers, the IT department simply saw it as more technology.

Today,  most companies understand the website is an extension of their marketing, but a new battle has begun.  The question now, is who owns social media.   Is it a PR, marketing, or HR function?

In a recent article for the Harvard Business Review David Amano suggests that we are asking the wrong question.  It is not a matter of who owns social media, but whether or not a company is ready to “live social”.  More than an advertising campaign, David says social media is

a way of thinking and approaching business that requires passion and commitment and, above all, willingness to participate in social spaces honestly and freely and by the rules of the social network itself.

So as you are mapping out your 2010 marketing strategy.  Ask yourself the important questions.  Are you ready for the challenges of being a truly social company in the year, and decade to come?

More than a Few Words: Episode 1 – New Age PR

So this is my first pass at a podcast in what I hope will become a series.  “More than a Few Words” will be a weekly Marketing Podcast for Small Business Owners.

I expect to share tips, suggestions, and examples on how you can use nontraditional marketing, networking, social media, and pr to grow your business.  It will be the same type of content you find in written form here on Business Notes from Roundpeg, but in an audio format you can download to your iPod to listen to, on the go.

It’s only 3 minutes, so I hope you will spend the time to listen, and give me some feedback before I record too many of these. Do you like the content?   I think it  needs a little music or something to spice it up. What to you think?

More than a Few Words – Episode 1 – New Age PR

And if you like what you heard, you can subscribe to our podcast feed so you can keep up with the newest content.

Technology Will Enhance a Good Plan

More than twenty years ago, I took my first ( and only) computer programing class. We spent weeks documenting manual systems. Why? Because my professor believed you could not fix bad processes by automating them, you just made the problem worse.

I think the same is true for PR.  Right now, there is a mad rush to embrace social media and on-line PR.  But good PR transcends the medium, and is built the premise of delivering messages to a specific target audience.

While I love “new media” it is not right for every application. To be effective, do your homework and create a well thought out PR  plan which considers target, message and medium.  Without a solid plan,  no technology can save you.

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