The media landscape is continually evolving and since the year 2000, when Pandora stepped onto the scene, the industry competition continues. Pandora’s mission statement is "to enrich people's lives by enabling them to enjoy music they know, and discover music they'll love. Anytime. Anywhere."
A story of brand forgiveness
Let's face it. I'm hooked. I've drunk the Kool-Aid. Since opening our second office a year ago and commuting from Rochester to the Queen City, I've fallen in love with Buffalo. I do my best to explain to friends and family the energy I feel just driving into town, the great restaurants, breweries and entertainment, the boutique shops, the people I've met, its all-around passion for sports, the urban redevelopment on seemingly every corner.
Old-school marketing and selling dramatized in the form of Don Draper showed that the key to customer acquisition was to prey on their rudimentary desires, their need to fit in, and banking on their lack of education about your product.
“A great band is more than just some people working together.
It's like a highly specialized army unit, or a winning sports team. A unique combination of elements that becomes stronger together than apart.”
-- Steven Van Zandt
These are all comments and complaints that I hear from business owners and potential clients every day. Truthfully, I can’t blame them. I try to put myself in their shoes and quickly realize that if I was taking money out from my bottom line and getting nothing, or less than optimal results, I would be frustrated as well. The real question is, why aren’ttheir marketing dollars producing better results?
From business books to blogs, there are countless references to the Chinese word for “crisis” and its two distinct characters, wéi and jī, individually representing “danger” and “opportunity.” President John F. Kennedy popularized this notion in 1959, and the rest is linguistic history.
So you didn’t create a crisis communications plan, or you did but you never anticipated this particular issue. It happens to the best of us. What do you do now?
Photo above: For the Irondequoit Public Library referendums, Tipping Point Communications provided award-winning public affairs support for both successful campaigns.
In a PR Daily story about U.S. presidents who were skilled communicators, I said, “Politics is three things: Getting people to know you, to like you, and to trust you.” I like that saying, probably because of its simplicity and application to more than just politics.
Public affairs is a discipline of public relations with deep roots in political campaigns, government relations, community relations, and issues management. Following that three-step structure, with a little alliteration to help us along the way, we can easily devise the three A’s of public affairs.