Latest / WOI Unfiltered / PR 101 & The Changing Media Landscape - Epi 33
Transcript
- Jenna: Hi Emily: Hey Jenna, how's it going? Jenna: Welcome back. It's been Emily: Yeah. Jenna: quite a while. We took a little hiatus. Emily: I know, which is lovely for me, not for you. Jenna: Well, we you know, I feel like we we kicked off season two prematurely Emily: Yeah. Jenna: because we really wanted to get an episode out, but honestly, we needed a little break in between with Emily: Yeah, yeah, you're right. Jenna: and so yes, I think we we've we've not been on here in a while. So Emily: Yeah. Jenna: excited to come back. We're gonna I think I would phrase this as saying we're gonna ease back in with a little Emily: Yeah. Jenna: PR and comms one one chat today. Emily: Yes. I mean we we talked about heftier topics, but I think it's close to the end of the week. Let's keep it light, right? Jenna: Yeah. Well, and I don't even know if I would call it light, because we have some we have some stuff. I think, Emily: Yeah. Jenna: but essentially today we want to look at just a few campaigns out there on the ether and who got it right and who maybe didn't. Emily: Yeah. Jenna: and it leads to a conversation that we've actually had recently with each other, with our clients, with our friends in the industry about the evolution of communications in PR and What do campaigns look like these days? Because it's no longer just and I don't know if it ever was, but it's not put a press release out, media will cover it, end of story. It if you're gonna break through unless you have a controversy, it is always paid, owned, earned, It's it's all of those things working together. Emily: Yeah. you wanna see it in several places. Your through your consumer journey. Yeah. Yeah. Jenna: It just doesn't work if you don't. Yeah. Emily: yeah. I mean we could argue the merits of budgets though too on this stuff, but you know, it the brands breaking through or big corporate shops and retail brands and that kind of thing. Jenna: Yeah. But let's come back to that. we'll wrap up with that because I think it'll be informed a little bit from the conversation. So do you want to start with who got it right or who got it wrong? Emily: Maybe let's start with the negative. We have two, I think, to showcase, one being Converse and one being Left Hanza, right? Jenna: And I'm so happy you said that name before me because I was like, How in the world do we say this airplane Emily: well, I did that purposefully. For you, Jenna. Jenna: name? Airline name, sorry. Laftanza. It sounds so pretty. Emily: Yeah, yeah. It does. Jenna: let's just let's start with Laftanza because I saw that and was Emily: Okay, sure. Jenna: actually floored. I guess Emily: Yeah, tell me. I I think this is an interesting one 'cause it has to do with brand voice too. So Jenna, do you want to go into it? Jenna: Yeah, I mean the the summary of this is essentially that there was a customer of Liftanza that was looking for a refund for some reason or another. and it appears that they had reached out to the company in multiple ways, I I would assume via email on some social channels, and they weren't getting responses. Andor they had received a response that was just kind of like, we'll get back to you soon, but not Emily: Hand, right? Jenna: Any action. So the customer went on to X, which I think we all know is really the social platform that people go to complain and go to get a response, right? It it seems to be the place to go to do that. But they went on to X, they were poking the brand, and the brand finally responded with a very snarky sarcastic. rude response. and I don't have it in front of me. Do you ha do you have in front of you? Emily: I gotta find it. Hold on. So yes, the response, the response was, and this was on X. The response isn't going to magically change just because you're asking the same question on X now. And so this exploded, it reached more than 15 million views within just a couple of days. It you know, coverage and business insider, you know, so this is where conversation leads to coverage. Exactly. Jenna: It went nuts. Yeah, it went nuts. Emily: yeah, and and as you can imagine, you got two two sides of the coin, people that were appalled and people that were like, I'm you know, I get it, Laftanza. But it's it's just interesting because of brand voice, right, Jenna? Jenna: And I don't even know, like, look, I I understand that that may have been in their brand voice. That's just not an appropriate response to a customer, ever. It's just not. Like, I don't think you can argue that that is in any way, shape, or form an appropriate response. It's flat out rude. And Emily: Yes, yes. Jenna: first off, you've obviously lost that customer for life. But then Emily: Of course. Jenna: it to blow up, I mean you've you've lost however many other customers. I just I was floored by that response, especially because, and this is a topic for a future podcast with a guest that we have in mind, but we do a lot of work on customer centricity and why it's so important to understand the customer voice, what they need, what they want. And there are a lot of big companies out there that that believe through and through in the idea of customer centricity. And we know that it pays in dividends and it creates. incremental value for companies that truly live and breathe this. So getting off my high horse on that for a second. I think I just Emily: I like your high horse though. I mean you're you're right. I I was honestly sitting here racking my brain to be like when is it appropriate? Because it but it's so snarky. Right. Yeah. Jenna: It's not in my I just it is absolutely not. If if I am working for Laftanza in the PR communications space and I see that come out, I am immediately just like up in arms of who in the world thought that that would be a good response. That person's Emily: Yeah. Jenna: gotta be fine. Emily: And it it's such a on a whim too, right? Because in this day and age with social media, they there there aren't these huge layers of approvals, right? You trust your community managers to do the job real time. Maybe someone was having a bad day and this is this is what came out. I mean, you know, there there's probably of course there's so much context around how a response like that could have surfaced. But I'm thinking though, Jenna, like even Southwest, who would never be that snarky. But they're they're more playful. So something that was playful, maybe. but like Jenna: Right. Emily: it's you're right, it's it's too much. It's it's offensive. Jenna: Well, and I think that the you brought up the best point, which is in this day and age, the social media channels are run by one person or a very small team. There is not the same level of oversight on the social media channels as there is for like a big campaign, you but I would argue that a lot of brands we see, these social channels are run by the younger consumer, the younger, you know, employee, who is probably more adept at using those channels, which is great and which is why that happens, but is is probably also not as tuned in to the larger business implications that these things can have. Emily: Yeah. Yep. Jenna: Which I think is a huge miss. And so to me that's like should we be exploring the structure that companies are using for these channels because they are a direct in to the consumer, but also the media. That's the thing, is if you think about most of these companies, anybody who does a media interview or speaks with media is almost definitely media trained in some way, shape or form. They almost definitely have key messages. You know, i there's There's some structure to it. But the media pick up social posts all the time. So Emily: absolutely. Yeah. The it they're waiting for stuff like this to happen, really, because Jenna: Yeah. Emily: it makes good it makes good media. People read that. Right. Yeah. Jenna: Yeah. So it it is an interesting, it's a push and pull because we've worked for big companies before where it takes forever to get one social media post approved and at that point you've missed like the real time nature. Emily: Right? You've lost the opportunity. Yeah. Jenna: So that doesn't work. But then you look at companies that don't have the approval structure and it's like, well, that's not working either. Yeah. Emily: Yeah. Right. I have to weigh it, you know, what what what's the model that's gonna work best for you? but yeah, this was a a kind of hilarious, you know, not world ending example of something that has completely gone awry in this case. Do we pivot to Converse though, and their new ad campaign with the K pop influencer? Jenna: Yeah, you wanna give us the overview there? Emily: try to give you the overview here, sure. So the big thing here with Converse is that they pulled an Instagram ad that featured this beautiful K-pop star. Her name is Karina. After viewers said the composition evoked racist imagery. Google it, you will see it. It is up for probably some interpretation why they didn't use her beautiful face. I have no idea. But the the rub was basically that they thought it evoked KKK imagery. like a hood based on the way that the sun was hitting, you know, Karina and she was wearing white and it was kind of this long robe. Then she was holding a pair of the new Chuck Taylor Converses in her hand. And that that looked like something awful. Okay. So Converse Apology. Yes. Jenna: Well and sorry to pause there, I think to visualize the image a little bit, it's a cropped image of basically her lower half. Emily: Correct. Jenna: And so you can see like you see her feet, she's wearing black Converse. You see Emily: Congress. Yep. Low tops. Jenna: a little bit of like her lower leg, and then mostly you see the fact that she's wearing this flowy white skirt. And and holding like a tied pair of sneakers. So think about it as like she's holding like the top of the sneakers and they're hanging down. so Emily: Yeah, yeah. Jenna: in theory, based on what I just described to you, that in and of itself is not offensive. I I think it's pretty hard to argue that that's offensive. But when you actually look at the image and look at the way the lighting has hit the image and some of the shapes that the lighting has created Emily: Yeah. Jenna: with the image, that's where the criticism started to come from and and some of the pushback and some of the imagery that they clearly weren't intending but was coming through, that's I think where it was seen more. go it. Emily: I just think it could have been so much easier. Wear some cool jeans. You know, like there's there's so many little things along the way that could have been fixed, creatively directed differently. Cause again, this was a social media big thing. It jumped the shark to CBS News and CNN. I mean, you're talking major news outlets covering this. so so similar to Left Tanza, you're having the the same ripple effect. And it begs the same question: what is this approval process between the creative, the all the agencies involved, the brand, social? you know, how much did the talents team have in the approval process, right? Because all the media want to get commentary from everyone who was involved. and and a lot of people are saying, Mom, except the brand who is Converse, and then again, you have another issue about the authenticity about That consumer sorry, that brand response, right? Like it it felt a little bit rote, we understand, we apologize. But you know, you gotta dig deep and see what does what is authentic to brand, what are their consumer base gonna respond to, and how do they do better? And how do they make good on it? These are the things they need to ask themselves. Jenna: When I think this one I I find this one interesting. For anyone who's ever been involved in that level of creative process, Emily: Yeah. Jenna: I'm gonna imagine that there were several conversations with multiple a like the production team, the creative team, the internal team, multiple agencies with storyboarding involved, right, on on what this would look like. And then when they're on set shooting it. There are various people who are like behind the camera seeing what the shots look like when they come through. Emily: Yeah. Jenna: And I don't I would say that I don't know that any of any of that part went wrong. I think though that when you start to look at the way that it's edited, the way that it's cropped, the multiple ways it'll be used. So like there's the ad that's used in banners, there's the one that's used on social channels, there's what's put out with media. When you start to crop and shift the images, I that's when it starts to get a little bit funky. And Emily: Well, it's also in in context, right? So it's like yes plus the context. And if you're just cropping an image devoid of you lose the context, right? Jenna: Right. And and so I actually do understand how this happened up until the moment of publishing. Right? So I understand how they got from point A to point whatever, W. I I just the point of publishing when you say, wait a second, this looks a little off Emily: Yeah. I mean, the image itself, it doesn't even evoke like fun and funky. Like regardless it Jenna: We don't know what the brand was going for. Emily: right. Right. True. Jenna: I think to me though, the question is Is it more just like these there's a responsibility that these big brands hold to just be eyes wide open on culture in general and whether that means making sure that you have the right people on your team, like the like Emily: Absolutely. Jenna: diverse teams who are gonna recognize something because what person A recognizes is not gonna be the same as what person B or C recognizes. And so Emily: Yep. I think that's such an excellent point. Jenna: there's something about that. There's something to do with these big companies really auditing their review processes, you know, and and having that taken into consideration. Yeah. Emily: Yeah. And f and follow a gut instinct. If there's a little something from anyone along the chain, chase that down. Bulletproof that. Jenna: Yeah. Yeah. Emily: Yeah. Jenna: But it is a hard one. I'm I'm glad they pulled it. I'm glad they apologized. I I think they still have work to do figuring out what again, what is the right response. How do we walk it back? Emily: Yeah. Yeah. Jenna: All right. Well, I know we're a little bit tight on time. I think we wanted to just mention two campaigns that got it right. And I don't know about you, I say that really lightly because I actually am Emily: Okay, this is this is gonna be an interesting debate. I feel like you should talk about New England because everybody loves everybody loves Jenna: So New England, two of my favorite brands. Emily: you guys up there. Thanks to Matt and Juan. Everybody loves you guys Jenna: Awesome. We're awesome. Emily: except the pets. But I mean, I gotta say, I love the second one. So again, when you talk about brand loyalties, I I think there is something to that. But you go first. Jenna: Yes. I mean, okay, so this one I'm gonna give like cliffs notes here and be quick. But the the one that we said got it right is a campaign between Duncan and LL Bean. Now, I've actually worked on one of these two brands a while ago, but both I would say are heritage brands, deep roots in the New England area, but also just across the states. very feel-good, not too controversial. And I think that that's what the campaign Shows. Like it's a partnership between the two of them. They have basically taken advantage of the idea of sweater weather. and Emily: Yeah. Jenna: there was like a little, and I don't have it in front of me. It was like a little sweater cup holder, right? Or like, yeah. Emily: Correct. Yeah. Jenna: so obviously playing off of like LLB and plus the Dunkin' Drinks. Emily: Yeah. Jenna: The and it it got a ridiculous amount of media coverage. It was on the Today Show. Emily: That's also Dunkin' Donuts. Yeah, yeah. It's cute and it's easy. Jenna: So this is where I'm like the to me, honestly, I'm and people are gonna disagree with this. I don't think this is the best campaign at all. I don't think it's in insanely creative. I don't think it had a lot of pizzazz. I don't Emily: Okay. Jenna: think it's really doing too much to move the needle on like consumer perception of the brands. But what I do think, and this goes back to the whole like paid idea, is It's just a partnership with two really great brands and they are so deeply rooted in society that we know from the media side and from pitching, like it's just a lot easier to get people to cover and talk about these brands. It's a feel-good, happy, seasonal story. Emily: Yeah. And they're regional, right? Like they're the same region. Yeah. Yeah. Jenna: Yeah. I mean, but so like, yes, they did it right because they used the right tactics and they got the right results. And so kudos to them for that. I just think as as we look at trying to craft like really creative breakthrough stories or like culture tapping moments and things like that, that's not what this was. This was just a cool partnership. Emily: Sweater weather. But you know, I I probably would put a little sweater around my Dunkin' Donut coffee. So there you go. If you can answer yes to that question, maybe it was genius. All right. Well, there you go. Jenna: I am a no on that one. I love both brands still. I will individually buy their products. I am a no on a sweater around my coffee. Just Emily: Well look. I'm so glad we ended on the ones that got it right. It's a happier topic. I'm gonna Jenna: Yeah. Emily: pivot to mine because Olivia Rodrigo comes to Chicago next weekend, and I'm gonna see her live, and I'm so excited. But this is this is one where celebrity partnership is really authentic. And I think as we look to attach celebrities to our brand campaigns, this is one where you could say they did it really right. She has been an outspoken fan of Taco Bell, specifically the Baja Blast. Taco Bell partnered with her around the same timing as her album. Release, like it wasn't too far apart on this You Seem Pretty Pink for a Baja Blast, a pink lemonade version of one of their Mountain Dew Baja Blast varieties. And the drink was actually first served at Lit the Live Moss Cafes for Taco Bell, but also at Orod. That's what I call her, you know, fans in the know. At Orod's Daisy Chain Fields Festival, Jenna: Sorry. Emily: which I had so much FOMO for missing out on, because she held it in California. Then it rolled out nationally just like a few days ago on the 24th of September. So here you have a gal who is hot as the sun, who genuinely has already been a stated fan, kind of, you know, hawking this new beverage. It's very on brand for her. They designed it around her and the the aesthetic of her album. and I I think it just leads into you know her being an ambassador for. The Taco Bell brand and this kind of tide rising all boats. People know it's genuine and not just an attachment. But also, it was to your point on like paid, earned, owned, it's like a surround sound, right? Like the festival goers got the first taste at the festival that feels ultra exclusive, right? You're seeing it on her social media, you're seeing it on Taco Bell's social media. It's a very integrated thing. There's advertisements from Taco Bell as well. So You're kind of like, all right, it's hitting me from many different places. Maybe I should go buy one of these. And in fact, Jenna, maybe I will in preparation for next weekend. But I I'm not sure. You know, I think, especially young people, they have such an ability to sniff out like these fake associations, like, let me just buy this celebrity for a one and done post. That's really not the way to go these days if you want to stay authentic, which is the the truest thing in all these stories that brands need to do. What do you think? Great. It's a good story. Jenna: So I agree with everything you just said. Everything you just said. Love it. It's authentic. All those things. I think there's two things I would add. Emily: Okay. Yes and Jenna? Jenna: Yes, and it does come back to the idea of paid own earned. This campaign Emily: Mm-hmm. Jenna: wouldn't be anything without that partnership. Number one, which means you gotta have a lot of money as a brand. Emily: Yep. Yep. Jenna: Number two, what delightful timing for Taco Bell to be able to come out with this campaign with this huge celebrity right Emily: Yes. Jenna: after their giant controversy. Like, hmm, wonder wonder like who orchestrated that timing? Emily: Yeah, good point. Fine, good point. But that's what I mean. Goldfish brain. We just forget about it. Jenna: But no, I think it's a great campaign. And for the PR and marketing team to deal with a controversy and be able to come out with this campaign and get such positive coverage, like that's our job. So Emily: Yeah. Jenna: I love that. Again, like they did a great job with that. I'm laughing a little bit at the consumer brain and the fact that if you can just come out with something really cool and flashy with a celeb that everybody knows who's very of the moment, it makes it much easier to forget the controversy that just happened. Emily: And you know, this thing had a long runway with Overad. Of course it did. So they're dealing with this controversy, understanding this is coming, right? I'm sure there were discussions with her team on that, with the timing and whatnot. Like, yeah. Jenna: and we've been in that seat before too, where it's like, is this gonna fall apart because of this other thing that's happened? Like, there's so many elements. So again, Emily: Yeah. Yeah. Jenna: successful campaign, done it right. I think the moral of the story, there's a few. Moral Emily: Ha ha. Jenna: of the story, moving too fast is not winning anyone any prizes these days. Like, I know that we're all in the gimme, gimme, era, but It it's not winning brands prizes. So I do think that that's something for people to remember and and just take a beat. I also think that the world of a straight earned campaign is going away. And what that looks like for brands is different for every brand based on the budget that's available. But with the with where media is these days, right? The decline in just general earned media and reporters, which is Insanely unfortunate. But yeah, like Emily: yeah. Did we see it every day? Yep. Jenna: where where that is these days, I do think that that is it's not as much of an option. So all of that to say, we gotta wrap. Emily: Yeah. Jenna: final question. Shall we Emily: Yeah. Jenna: ask about our impact? Emily: Yes. Well, I think we've had a few busy weeks and I've left you behind for this lovely vacation I had, which was great, but even before in preparation for that and jumping right back in, it's we are rolling up our sleeves in in the earn media world. And I think we're doing a lot of good stuff for our clients across the board on hitting the emails, hitting the phones, troubleshooting to a certain extent as well. serving up solutions. It feels like we're we're really in the game at this moment. And and I love that feeling because this is why we got into it 20 plus years ago. Jenna: Yeah, I would agree. I think even with the media landscape changing and with the challenges of straight earned, we're we're finding ways to make it work and to get that coverage, even with some of like the smaller brands too. So yeah, I think we've had a lot of wins in the last couple of weeks. So I'm really excited about that. I'm excited and proud of what we're giving to our clients, proud of our team. We had two team members up. At three in the morning yesterday for a media Emily: I know. Yeah. Jenna: segment happening in Germany. So just like kudos to those out there hustling. because Emily: Yeah. Yeah. Jenna: it's a scene. but with Emily: It is. Jenna: that, thank you for joining me. We will be back in business with interviews and more conversations in the coming weeks. So appreciate everybody listening. Emily: Hi everyone.