Speech! Speech! Speech!

Great speeches are remembered and recited. Boring, mundane speeches are too often forgotten. John F. Kennedy, Martin Luther King Jr., and Mel Gibson yelling “freedom” in “Braveheart” each had plenty of passion. All these speakers knew what they were dealing with and were successful in mobilizing groups of people.

Speeches are also important in business. Speeches are integral components for organizations to effectively communicate to audiences. Speeches not only inform and educate publics, but are also opportunities to establish and reinforce an organization’s brand.

One of the difficulties in public relations is changing behaviors. Attitudes, stances and behaviors can be strong and stable. Nonprofit leaders face this battle each day to keep their organization afloat. They have to constantly motivate sponsors and donors every step of the way in order to be successful.

A key ingredient to a great speech is a dash of revolution. In the business world, this was portrayed by Steve jobs. Jobs excited and revolutionized the world of technology. 

For example, Jobs introduced Apple’s iPad to a crowd on January 27, 2010. In his speech, Jobs raised questions. The questions Jobs asked were logical and some of the same questions consumers had been asking. He spoke as an ordinary person, and appeared as one. He played off the timeless marketing trick of identifying the problem and offering a solution. Jobs kept it simple. His language and presentations were simple and easy to understand. This was an effective style to introduce totally new and revolutionary products to the entire world.

The speech can be seen by clicking this link.

In doing so, Jobs was the face of Apple. It wasn’t some gimmicky mascot or cartoon character; it was the leader of the organization that reinforced Apple’s brand.

Speeches have always held a special relationship with sports. Sometimes a player, coach, owner or manager can become the face or voice of an entire franchise. Tim Tebow, former quarterback of the Florida Gators, became the face of both his team and school. Tebow gave a speech known today as “The Promise” after his team lost to Alabama in 2008. Tebow and the rest of his team didn’t lose a game the entire next season and went on to win the BCS National Championship. This speech alone reinforced the school’s athletic ethic and Tebow became the brand ambassador.

Tebow’s “promise” can be seen here.

 Direct communication has and always will be effective. Whatever the situation may be, delivering a strong, value-centered speech is a great opportunity to spread information or establish an organization’s brand.

Sources:

http://www.youtube.com/watch?v=U4VxVoYvqOw

http://www.youtube.com/watch?v=OBhYxj2SvRI

http://cultofmac.cultofmaccom.netdna-cdn.com/wp-content/uploads/2011/03/steve-jobs.jpg

JOUR 4460: Unlocking niche markets with blogging

One major benefit of blogging is tapping into niche audiences. If you are representing a company with a specific product, discovering your niche audience is a must.

Not everyone wants to read about the best independent concerts to see in Dallas, but some do. It is that certain few that must be targeted. Blogging is a proven method for effectively capturing the attention of niche audiences.

 

Marketing a product or communicating with a certain audience isn’t always efficient when sent through traditional, mass media channels. Newspapers and magazines are great places to send press releases and photo opportunities to, but they will not always reach the desired audience. For that, there is blogging.

Blogging is an untraditional yet effective way for a company to reach its desired niche audiences.

Take the outdoor clothing company, Patagonia, as an example. Patagonia runs a separate blog titled “The Cleanest Line.” The blog is filled with pictures and articles of outdoor activities and adventures. This not only reinforces Patagonia’s brand, but also communicates to the niche audience members who may be interested in rock climbing in Darjeeling, India.

“The Cleanest Line” connects Patagonia’s target, niche audience to its products and brand. Patagonia prides itself for being a leader in outdoor sports gear and apparel. Patagonia’s blog shows its products in action. The blog allows members of Patagonia’s niche audience to see customer testimonials, videos and pictures representing the company and its outdoor lifestyle-centered brand.

Fiskars, the scissor company, successfully connects with an even narrower audience than Patagonia. Fiskars created its own blog, Fiskateers, to reach out to its niche audience. Fiskars tapped into a lifestyle, much like Patagonia did, by reaching out to scrapbooking enthusiasts. The blog includes tips and tricks on scrapbooking and how Fiskars scissors can help.

Patagonia and Fiskars both utilized the same simple strategy. Both companies used blogging to capture their niche audiences. They recognized the lifestyles and hobbies their niche audiences were a part of and fit their products into them.

“Guerilla Marketing for Nonprofits,” a book on marketing advice for nonprofit organizations, offers great advice on targeting niche audiences. One of the suggested tips is an old marketing standard: sell a solution, not just a product. Fiskars and Patagonia followed this exact standard when they created their blogs. Perhaps some scrapbook enthusiast is having trouble with cutting designs. Perhaps some rock-climbing enthusiast is having a tough time rappelling. Both companies appealed to the lifestyles of their niche audiences while simultaneously offering their products as solutions. Either way, blogging was the essential tool used in reaching out to niche audiences.

Forbes, Chris. "Seven Keys to Finding Your Nonprofit’s Niche." Guerrilla Marketing for Nonprofits RSS. N.p., n.d. Web. 16 Nov. 2012. http://gmnonprofits.com/2011/01/seven-keys-to-finding-your-nonprofits-niche/

http://www.financialcert.org/wp-content/uploads/2012/08/Niche-Marketing.jpg

JOUR 4460: Educating the energy publics

Educating publics is essential to public relations. This is especially essential to industries dealing with complex or even controversial issues.

Energy companies in particular should be educating publics left and right. Energy, renewable or not, has been one of the main economic and political issues of this past year.

Just like any other company or organization, the energy industry needs to be proactive. Oil and gas companies cannot sit and wait for the inevitable opposition to come, and then be blindsided. Renewable energy companies cannot wait for attacks either.

This does not mean attack before you are attacked. This simply means energy companies need to push information out to the public beforehand. This turns energy companies into a proactive rather than reactive mode. Informing publics gives companies the opportunity to set the record straight.

The natural gas industry could have taken on this proactive behavior years ago. Natural gas industries have been under heavy attack for fracking. Fracking, or hydraulic fracturing, is the process of capturing natural gas by injecting pressurized fluid deep into shale rock. The fluid fractures this shale rock, making it easier to retrieve the natural gas. Nonetheless, this has been a particularly controversial practice due to claims of it harming the environment. 

From a public relations standpoint, the arguments given by natural gas companies aren’t strong enough.

According to one PR Daily article, educating publics is most important. Cory Stewart, the author of the article, said the industry’s argument for fracking helping the economy is becoming diluted.

“Talk is growing cheap about jobs and positive economic impacts, and it is time for oil and gas companies to fight fire with fire. It is difficult to maintain support for a project when citizens keep reading misinformation that goes uncorrected from opponents that have a clear and biased agenda,” said Stewart.

The oil and gas industry isn’t the only one needing to push out correct information, however. The renewable, or green energy industry, needs to be taking on the same strategy.

Along with energy, government spending has been another main political issue. The recent Solyndra 

controversy and government subsidized financing for energy companies has created other needs for education and correct information.

Whether the claims on both sides of the industries are true is beside the point. The renewable industry and the oil and gas industry need to push out their own information. Their publics should hear it from them. People want answers. If energy companies do not inform and educate their own publics, then someone else will, even if that information isn’t correct.

Stewart, Cory. "Energy Companies Are Losing the PR War over Fracking." PR Daily News: Public Relations News and Marketing in the Age of Social Media. N.p., 4 Sept. 12. Web. 06 Nov. 2012. http://www.prdaily.com/Main/Articles/Energy_companies_are_losing_the_PR_war_over_fracki_12556.aspx

Pictures

http://www.propublica.org/series/fracking

http://www.popsci.com/technology/article/2009-10/huge-texas-wind-turbines-will-be-made-china

Wine and cheese or Chuck E. Cheese: social class and consumer behavior

Varied economic classes are normal and nothing out of the ordinary for a capitalistic economy. What is most interesting, however, is how social classes are formed.

Of course there are going to be people who live in different income groups in this country. Somewhere along the way we broke these groups down into lower-class, middle-class, and upper-class.

Just like race, social class is the result of a created system where people categorize themselves or others.

Social class defines the culture and way of life for individuals in certain income categories. Social class tries to predict what certain people do for fun, what they wear, who they hang out with and even what kind of bread they purchase (this one in particular will be discussed later). Social class is a structure people live by according to their economic situation. It is a way for others to identify what their financial status may be.

In my journalism 4250 class, we watched a documentary on social class. People from various upbringings spoke about their behaviors and ways of life.

Much of the documentary featured consumer behavior. An upscale kitchen appliance store was featured at the beginning of the film. One man spoke about some of the brand names and labels on cooking oils. The man said people belonging to higher social classes will be more likely to buy something when it has a fancy sounding Italian name on the bottle, even if they don’t know what it says. The reason behind this, the man explained, is to make them appear more sophisticated or wealthy.

Consumer behavior goes both ways. A food shelter employee in the film received boxes of sourdough buns to give out to needy families and individuals. He said he could not get rid of them because the people who came to the food shelter preferred regular white bread over the sourdough buns. The documentary gave a statistic which showed a strong link between lower-class families purchasing white bread over wheat bread.

Social class is impactful. This was shown in those two examples. Social class influences how we act and what we choose to buy. There are underlying reasons for why an individual may want to buy a bottle of olive oil with an Italian name on it even if the price is significantly higher. Multiple reasons exist as to why we may follow the norms of our social classes. Maybe we want to fit in. Maybe it’s what we were born into and all we know.

For whatever reason we live within our social classes, it gives us an identity and is alive and well in our society.

 

Picture: http://static.ddmcdn.com/gif/the-health-benefits-of-olive-oil-ga-4.jpg

 

JOUR 4460: Communicating like a human

Last week I wrote I wrote about fast food companies being on top of their game when it comes to social media. One of the examples included was how a company like Taco Bell, for instance, seems more like a typical Facebook friend rather than belonging to a corporation. Many companies are catching on and following these same behaviors.

Strategically communicating becomes more successful when a company speaks to its audience like a person rather than a company. When a company humanizes its communication, audiences become more attentive, more reactive and more connected. Lastly, humanizing communication ultimately helps support a brand.

Who would want to follow on social media or keep up with an organization that constantly speaks in industry-related jargon or uses financial numbers to communicate? No thanks. Now is the best time for companies to communicate as a human and step away from the boring, monotonous, corporate and legal language. Social media has enabled companies to do so in appropriate and convenient ways. People will read companies’ messages and be more likely to connect with the ones whose language is most like theirs.

Pictures and videos are just a few tools for companies to communicate to audiences in an effective and humanized manner. Audiences are more engaged as they are statistically more likely to read something with a picture or video attached to it. On Twitter, many companies will ask questions, often not even business-related. The strategy is to create and maintain a following.

Humor is another tool many companies are including in their communications. This is great strategy for entertaining and engaging audiences. More and more messages, especially seen on social media sites, are funny and witty.

Ragan, a blog dealing with public relations, marketing and writing, released a post giving tips on how to humanize communication. The post lists numerous tips and strategies on how to make messaging more lively and less boring.

Because today’s messaging is more humanized, companies and organizations can uphold their brands in more creative ways. Nonprofit organizations can share their stories on YouTube. Electronics companies can make more sense of their products through infographics, allowing even the least technologically savvy person to understand something. An NFL team can motivate fans before the weekend’s big game on Twitter.

People now have the resources to be much pickier on what they read. The bottom line is, people will not want to read boring, business-related memos and letters. We now want engaging, creative and humanized messaging from companies and organizations.

Conlin2, Brian. "24 Tips to Humanize Your Brand." Ragan.com. N.p., 30 Oct. 2012. Web. 31 Oct. 2012. <http://www.ragan.com/PublicRelations/Articles/45739.aspx>.

http://www.carltaylor.com.au/is-your-business-card-boring-here%E2%80%99s-4-ways-to-avoid-boring-the-people-you-meet/