• How Delta and Lyft Capitalized on Competitor PR Crises

    How Delta and Lyft Capitalized on Competitor PR Crises

    We often counsel our PR clients in times of crisis. With the rate at which news travels, it’s imperative to quickly respond and take control of a negative situation – before it takes control of the narrative. This hyper-aware and “always-on” mindset is not just important for companies reacting to their own bad news, but also for responding to a competitor’s PR nightmare.

    Recently we’ve seen companies like Delta and Lyft reaping the benefits of responding quickly to competitor missteps. What it boils down to is preparation and having a crisis communications plan in place – a key step that United, Uber, and many companies often overlook – or don’t execute well, if there was in fact crisis planning — opening the door for competitors to capitalize on the situation. Let’s take a look at two very different approaches to hijacking competitive news: throwing a cheap shot and taking the high road.

    Delta Responds to United Airlines Dress Code News

    On Sunday, news spread that United Airlines stopped girls in leggings from boarding a flight, and the Internet went wild. It was first reported by on-board passenger Shannon Watts who took to Twitter to express her dismay about the situation.

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    Unfortunately for United Airlines, most people who got wind of the news likely didn’t read the full story which explained these passengers were flying as United pass riders: employees and family of employees who travel for free. The negative headlines spread like wildfire.

    • “Teenage girls blast ‘sexist’ United Airlines leggings ban” – New York Daily News
    • “United Airlines claims plenty of reasons to refuse a passenger. Wearing leggings shouldn’t be one.” – Boston Globe
    • “Leggings Should Be Worn On Planes, and the Office, and Everywhere Else” ­– Fortune

    While United’s social team quickly responded to the inciting tweet just 10 minutes after it was posted, they didn’t release a public response until nearly 5 hours later. I completely empathize with the PR team here, as those 5 hours were likely spent scrambling to pull together facts/talking points to mollify Ms. Watts’ tweet and following proper escalation protocols.

    By the time United made an official, public-facing statement on their website titled, “To our customers…your leggings are welcome!” it was too late. Their mentions on Twitter, Facebook and Instagram already exploded from its average 2,000 daily mentions to 174,000, with nearly 70 percent of them negative.

    Delta Airlines watched United’s rapidly sinking ship and seized the opportunity. The outcome was a snarky tweet, “Flying Delta means comfort. (That means you can wear your leggings.),” which to-date has garnered more than 118,000 likes and 31,000 retweets.

    Delta’s tweet is short, witty and timely, but a real cheap shot toward United.

    In this situation, I picture Delta as Mr. Burns, the evil villain from “The Simpsons” who is obsessed with the desire to increase his own wealth and power. While Delta doesn’t outwardly mention United, the ‘shade’ thrown their way was obvious and likely accompanied with a “MWAHAHAHA” as they hit send on the tweet. Regardless of your ethical viewpoint on this response, Delta responded quickly and strategically which, at the end of the day, may have resulted in some new Delta flyers.

    via GIPHY

    Lyft Poses as the Good Guy While Uber Suffers

    #DeleteUber is the hashtag heard around the Twitter world that showcased a public purging of the Uber app in response to a variety of company scandals. First there were accusations of Uber of trying to profit from a taxi driver protest against President Donald Trump’s immigration ban. Next, a published blog post from a former engineer unveiled the sexual harassment and discrimination she endured while at the company. And the cherry on top was the video of Uber CEO caught on video being a jerk to a driver.

    As Uber’s user count decreased by the thousands, Lyft strategized ways to capitalize on the opportunity, taking the high road with tasteful response tactics. When #DeleteUber was first initiated after the immigration ban, Lyft pledged $1 million to the American Civil Liberties Union resulting in a 30 percent increase in riders. Uber, meanwhile, had a 10 percent dip in riders around the same time, according to 1010data.

    Week over Week change in users
    via Washington Post

    Most recently, Lyft announced a new program “Round Up & Donate.” Users can opt-in to automatically round up their fare to the nearest dollar and donate it to charity. In a world where “good is the new cool” and younger generations demand increased social responsibility from brands, this was a smart move. Personally, I feel more inclined to request a ride from Lyft over Uber knowing the brand’s commitment to citizenship.

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    While Lyft executives assure the public they are not changing their marketing and PR strategy in response to Uber’s misfortune, it sure is convenient timing. Who knows, this assurance may even be another tactic to paint Lyft in a positive light. For me, it’s working. Lyft headlines are overwhelmingly positive while Uber’s media perception continues to diminish, despite daily efforts to publicly reevaluate their corporate values. We’ll have to watch closely as the underdog Lyft takes on Uber in a classic tale of “good” vs. “evil.” No matter the outcome, Lyft’s marketing and PR teams deserve a standing ovation for their performance lately.

    PR Lessons Learned

    We can all empathize with the PR teams for United and Uber, and many of us think about how we personally would have responded in those situations. A key takeaway here is that as PR professionals, you must first be in-tune to what is going on internally and externally. You must respond to the crisis or opportunity at hand very quickly. Whether that response is snarky or dignified, the public will take control of your message if you don’t, so preparation is key. At the bare minimum, know who needs to be involved in the decision-making process when crisis ensues because those designees will need to be called on immediately.

    Yes, you’ve got to move fast, but you’ve also got to be thoughtful and deeply consider the long-term impact a response will have on your company. Lyft, for example, aligned their thoughtful responses to the overall brand values, creating a strategy people could easily get behind. This two-steps-ahead thinking is what we call smart PR and what we strive for with our clients daily.

    Matter

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  • Startup Guide: How to Write Vision and Mission Statements

    Startup Guide: How to Write Vision and Mission Statements

    Writing a Vision Statement: The Why

    “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online” – Amazon

    “Unleashing the power of innovation and collaboration to create cutting-edge security solutions that will empower you to bring your business into the modern era of interconnectivity.” – Sectigo

    “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles” – Telsa

    “We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.” – TED

    Statements like these provide inspiration and direction for employees and other stakeholders, acting as a brand’s guiding light. A vision statement explains why a company exists at a high-level and coincides with the founder’s vision for a better world. And it should motivate employees, inspiring them to embody the company’s vision in their work every day.

    Writing a Mission Statement: The How

    “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.” – Amazon

    “In an exploding digital universe with mounting security threats, Comodo CA is the only trusted partner with the industry expertise and innovative technology solutions to help customers seize the power of the digital age while avoiding its ever-evolving risks.”  – Sectigo

    “To accelerate the world’s transition to sustainable energy.” – Telsa

    “Spread ideas.” – TED

    Mission statements turn vision statements into action and should focus on the business’s more tactical aspects. TED’s vision of changing the world through the power of ideas is put into action at its events where big thinkers and idea-generators share their perspectives. A company’s mission should be operational, procedural, actionable, realistic, and coincides with the steps and hierarchy for success. And unlike a company’s vision, the “mission” has everything to do with doing – and mission statements have everything to do with what the company will do to make the world a better place.

    Both vision and mission statements guide everything from strategy, to procedural execution, to recruiting and hiring, to company culture as you scale. The statements should stem from your company’s elevator pitch, strategic plan and company values. Write these first, then use vision and mission statements to recap these materials so they can be understood by a wide audience.  

    Vision Is the Why. Mission Is the How. Now What Are You Waiting for?

    In working with clients on vision and mission statements, some of the most common questions we get are around length, rigidity of messaging and good examples:

    • On length: While many companies favor the one-liner approach, vision and mission statements can be as long as a couple paragraphs. 
    • On rigidity of messaging: A company’s vision and mission can and should evolve over time, as technologies and trends shape customer needs and preferences. The key is securing buy-in across the organization for any changes made, as vision and mission statements provide important templates for decision making.
    • On good examples: Google your favorite companies, both inside and outside your space. Look for inspiration, but don’t just copy their work. Your vision and mission should be blue ocean: uniquely yours to claim and conquer. Square, disruptor of all things payments, has one of our favorite vision statements: “Building the future of commerce.” Broad for growth and succinct for sharing.

    Want to see how Matter can help you craft vision and mission statements that will elevate your brand?

    Fill out the form below and let’s talk.

    Matter

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  • Should Your PR Program Sell Logic or Emotion?

    Should Your PR Program Sell Logic or Emotion?

    Logical:Emotional as B2B:B2C

    Think about the last time you bought something – maybe your morning coffee, a refill on dish soap or your favorite midday snack. If you’re like most consumers, you likely purchased out of force of habit. These habits are driven familiarity, convenience and fulfillment of a basic human emotion whether hunger, desire or status. When you reached for that item, you likely didn’t put thought into ROI or consider the competitive set of products available from other brands. Most likely, your buying decision was somewhat instantaneous.

    Now try to recall a time when you made a business purchase – perhaps a new technology to automate day-to-day operations, an emerging platform that could save your company money or time, or both. Decisions to purchase for a business typically require consensus, a review of competitors and evidence of projected ROI. The journey to making a B2B buying decision starts with deliberately identifying a pain point or means to increase profitability. From there, you seek out solutions and, ultimately, select a technology or company to deliver value to your organization. While there may be some room for emotional appeal in a B2B sale, logic is the trump card.  

    Core elements of successful PR are universal – storytelling, usage of multiple channels, measurement, etc.- but effective B2B and B2C PR must appeal to the unique ways you buy at home and at work.

    Define the buyer

    In a B2B setting, a buyer might be identified based on industry, job title/function, the size of the company or geography. Once this has been determined, your PR program should be 100% focused on reaching that target buyer.

    For B2C, the process of naming the buyer can be more difficult. This is especially true for mainstream consumer goods with the potential to be used by a wide set of demographics. Typically, factors like age, income level, gender, education and location help shape the buyer persona. With products that appeal to a broad swath of shoppers, creating variations on key messages by channel becomes imperative.

    Establish messaging

    The best storytelling – whether for a B2B or B2C buyer – will always have some level of emotional appeal. Even a deep tech B2B customer story works best with an affecting payoff at the end. New tech means a data center employee gets weekends back, disaster averted during storm, etc. That said, the core message for B2B should concern itself with ROI. It should reassure a potential buyer your business is dependable, secure and armed to solve pain points.

    Consumer messaging should be simple and appeal to more basic human needs. The need can be as simple as the need to eat or as complicated as the need to be viewed as cool, trendy or important. Because the buying process is typically less time-intensive, messaging must accommodate a shorter attention span and lack of appetite for details. Keep your brand promise simple and repeat it often.

    Select channels and content

    All buyers are influenced by social networks, media, word-of-mouth and online reviews. The spheres of influence that matter most differ between B2B and B2C so your content and influencer strategy should reflect this.

    For a makeup brand, taking advantage of a visual channel like Instagram and beauty influencers that reach millions there will push product to your core buyer. That same visual platform won’t sell security software for healthcare organizations.

    Oftentimes, there can be a temptation to “be everywhere” in PR and social. Resist the urge and make sure the channels you select have the ability to drive or influence sales.

    Measure results by actions

    Regardless of the audience, a solid PR program must effectively quantify impact. To do this, decide from the onset how you’ll know if your efforts are working. For a B2C social campaign, look at KPIs like engagement, video views, referral traffic or fulfilment of an offer code. KPIs are often entirely different for B2B and focus on whitepaper downloads, webinar signups, blog traffic or attendance at a user event.

    The difference between B2B and B2C PR comes down to the target buyer and how they purchase. Make sure you understand that person and what drives them. Next, find out where they consume media and content, and craft your programs accordingly.

    Matter

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  • What’s the Difference Between PR Goals, Strategies, and Tactics?

    What’s the Difference Between PR Goals, Strategies, and Tactics?

    Understanding the difference between goals, tactics, and strategies will help you organize your PR efforts. But many PR pros misunderstand the difference or fail to map out the difference in writing.

    A lot of folks struggle to understand the difference. I’ve seen many a PR pro, and not just newbies, flummoxed when asked to explain the process.

    PR Goals

    Say you’re a consumer company that wants a public relations agency to “move the needle” on sales for your new line of scented hair care products (with notes of cotton candy, cinnamon, cherry, and the like). Some PR goals might be:

    • Gain inclusion in X stories in top-tier consumer publications discussing trendy/innovative hair care products (BuzzFeed, Vogue, etc.)
    • Compel X top-tier beauty/lifestyle influencers to share about the products
    • Increase Instagram followers and engagement by X%
    • Drive X number of people to the website selling the product

    PR Strategy

    Okay, so now we have some goals. What’s the strategy here? There are a number of different ways to come at this, but strategy tends to encompass a group of actions aimed at achieving the previously defined goals.

    • For the example we’re using, one strategy could be to implement a celebrity endorsement program (with folks like Chrissy Teigen, Addison Rae, etc.) as the hook to gain coverage across media channels. If “current” celebs are known to be rocking a hot new product, PR work gets a whole lot simpler.
    • Obviously most budgets aren’t sufficient for this kind of approach, so another strategy would be to find an interesting angle in which to position and pitch this product. Maybe the company gives a certain percentage of sales to a charity, or the ingredients are all-natural. Whatever the case may be, the point is to find a feature of the product that makes it newsworthy, because just the fact that it is new isn’t enough in today’s crowded media landscape. 

    PR Tactics

    A lot of people confuse strategy for tactics, but tactics are really just the strategy on wheels. Generic tactics in this case might be to:

    • “Verticalize” pitching platforms to tailor specific messages to specific audiences, send reporters product to try for themselves
    • Coordinate giveaways and discount codes with influencers of all sizes
    • Capitalize on the resurgence of 90s and early 2000s fashion by partnering with an iconic brand or entity, a la ColourPop and Lizzie McGuire
    • Utilize social media polls so consumers can vote in a bracket for the next new scent 

    These are just a few examples, and not all would be relevant or necessary depending on the strategy you are taking. For instance, if your strategy is more social media focused, many of the tactics should revolve around social channels and ways to increase or diversify engagement. Whereas if the strategy is more print media focused, the tactics would be focused on those areas.

    Does this help explain the difference between goals, strategies and tactics? If not, here’s another example:

    • Goal:  Eat only food that you personally grow.
    • Strategy: Research the fruits and vegetables that can grow in your area, map out the area of your yard or house that will be your garden area, and schedule your planting and harvesting so you have food year-round.
    • Tactics: Travel to the store, buy seed and supplies, plant your crops and wait to harvest. Have your veggies and eat them, too.

    Once you can clearly differentiate your goals from strategy and tactics, you will find it easier to manage and measure your PR efforts.

    Matter

  • Let’s Get Real About PR Measurement & ROI

    Let’s Get Real About PR Measurement & ROI

    The question of how to measure the ROI of PR (and social media and influencer relations…) is as old as the industry itself. But we have collectively and consistently failed to come up with “the answer” that rings true to believers and satisfies skeptics. (Yes, both do exist!)

    The reason we have failed isn’t because we are lazy or stupid or unwilling to be accountable. It’s because the formulaic approach to calculating ROI is misguided when trying to measure the drivers of something as complex and psychological as human behavior.

    There will always be a – perhaps significant – portion of PR, social and marketing’s impact that is hidden or unknowable. Consider:

    • you read a review for hiking boots in Backpacker magazine and go buy them at REI
    • a prospect reads your insightful contributed article and enters a sales meeting more pre-disposed to work with your company
    • a friend @s an Instagram post to you and you buy that brand’s product

    The list could be thousands of bullets long. And, frankly, the real impact comes from the cumulative effect, but you get the point.

    (If you are interested in a deeper dive on the concept, check out Alex Madrigal’s piece in the Atlantic on dark social. Even though he’s referring only to social, the tenets of the argument are the same.)

    So, I guess we should just punt.

    Of course not. While it’s a fool’s errand to try to “prove ROI” in the typical attribution-based model espoused by many of today’s analytics companies and digital marketing gurus (I just vomited in my mouth a little bit typing that), we still should attempt to unmask as much impact of our work on business goals as possible.

    With the tools available today, we have more metrics at our fingertips than ever before. But rather than falling into the trap of positioning program metrics (impressions, coverage, sentiment, SOV, social engagement, etc.) as proof of moving the business needle, we must treat them as what they are: really valuable leading indicators.

    Just as while the Consumer Confidence Index does not in and of itself prove the economy is healthy, it is a hugely important area to measure and often predictive of the economy’s performance.

    I believe that, viewed in this context, the measurement discussion becomes both more fair (un-attributable value is captured) and more credible (no longer must we stumble through a non-answer when a client says “So, what?” to our report of generating a bajillion impressions and engagements).
    Up, next…a model for putting the pieces together.

    Jesse Ciccone

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  • Do LinkedIn’s New Profile Updates Matter for Brands & B2B Marketing?

    Do LinkedIn’s New Profile Updates Matter for Brands & B2B Marketing?

    By now, you’ve likely noticed things are changing on LinkedIn – big time. This is the largest update for the platform since its initial launch. Navigation is more streamlined, the search bar has been optimized, you’re receiving personalized suggestions to make your profile stand out, and more. These changes are designed to make the platform easier to use, and more attractive to the average user.

    Don’t write this off as just a little profile redesign – this major change from LinkedIn has real implications for brands. It has the potential to impact how you plan B2B social media campaigns, and here’s why:

    This Is a Power Play to Attract More Active Users

    These updates go far beyond prettying things up, this is a calculated move by LinkedIn to engage users and get them to return to the site much more frequently. This redesign solved many of the complaints users had about LinkedIn, including the major challenge that it was difficult to navigate. Now, as WIRED notes, the new LinkedIn looks a lot like Facebook – and that’s a smart move. Facebook has over 1,870 million active users, so it’s safe to assume most people know their way around the platform, and may now feel more comfortable using LinkedIn. LinkedIn also updated its newsfeed, adding trending topics and in-line messaging. These new features are all designed to keep users coming back and checking in regularly, something that LinkedIn has struggled with for years, falling behind more popular sites like Instagram, Twitter and Facebook.

    Why does this matter for brands? The simple answer is that there’s real potential that people are going to start using LinkedIn more often. That means there could soon be a much larger pool of people to reach on LinkedIn with your B2B marketing efforts. Previously, it often made sense to run paid social campaigns on Facebook instead of LinkedIn, for the (rational) reasoning that business decision makers are more consistently active there. Now, it might be time to pause, and reconsider LinkedIn. We’ll see what this year holds, but LinkedIn is hoping its active user numbers won’t be stagnant for much longer.

    New Opportunities to Showcase Your Brand and Company Thought Leadership

    Another major update from LinkedIn is a new and improved career page – which directly puts the spotlight on your brand’s company culture and leadership team. LinkedIn’s “Life” tab in particular is a compelling new addition. Through photos, videos, employee testimonials, company leader profiles and more, it’s easier than ever to paint the picture of what your brand represents and showcase that to the world. Good for hiring purposes, and great for brand reputation building.

    The new career page has other implications as well – especially for brands and agencies focusing on thought leadership, and diligently working to place opinion pieces from top executives. Thought leadership from executives can now be featured directly on your brand’s profile, via the “Life” tab. In addition to LinkedIn Pulse, this is a great way to get your brand’s voice out there, build brand reputation and get more eyes on the initiatives you’re working on. If your brand’s executives are active on LinkedIn and open to working with you to pen key thought leadership pieces or work on employee profiles, the time is now.

    2017 is shaping up to be a big year for LinkedIn! How are you enjoying the new profile set-up so far – does it inspire you to visit the site more often?

    Matter

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  • 4 Tips For Applying For (And Landing!) Your First Job In PR

    4 Tips For Applying For (And Landing!) Your First Job In PR

    It’s usually in those last few months before college graduation, when reality sets in and the task of finding a job looms. Goodbye, cushy college life! Hello, real world. All of that course work and preparation over the past few years have led to this moment that once seemed impossibly far away. Questions like, Which job is best for my skill set? and Where do I even start? are some of the most common questions that college students face today. I know I had them myself.

    While some navigate the job-seeking process with ease, others struggle to find their bearings — which was definitely the category I fell into. I knew I wanted to be a part of a fast-paced, collaborative PR agency, but after that I didn’t have many answers as to what I was looking for. There were mistakes made and lessons learned along the way, but since my graduation a couple years ago, there are four things I’ve found that can make applying for that first PR job a little less daunting.

    Do Your Homework!

    Every PR agency is different and there is no way to tell what they’re looking for (or what works for you) without doing your research. Start by narrowing down the locations you could see yourself working in and then study the agencies there and the type of work they do. Do they have mainly B2B or consumer clients? Or some of both? What services do they offer? Knowing what each agency does helps narrow down your top picks.  

    Networking is Your New Best Friend

    PR is all about people and communicating, so knowing how to relate to others outside of work can be your best in-road for getting work. Networking events can seem awkward at first (small talk central!), but they’re also incredibly valuable for building out your list of contacts. Look for events that take place through career services at your school, or maybe a coffee shop is hosting a meetup of local businesses. Whatever it is, go check it out. This is great practice if these kinds of events are intimidating; it just gets easier the more you do it. And, you never know who you might meet!

    Your Resume is More Than a Piece of Paper

    Don’t get me wrong, the tangible resume you share with a company is a big deal, and it’s important to know what is worth including and what isn’t. But in today’s digital world, there is a lot more that companies look at and consider when hiring you. You know that picture you just posted on Facebook or the article you shared on LinkedIn? Employers can see that. Be sure the online presence you’re creating is someone that is both employable and likable.

    Practice Might Not Make Perfect- But it Does Make a Difference

    Interviews can be nerve-wracking, especially when it’s in a field like PR where how you communicate is a big factor. But instead of panicking in the days leading up to the actual meeting, use that time to practice! Have your parents or a friend ask you potential interview questions. Stand in front of the mirror and practice telling someone about yourself. You might still stumble over a few words in the actual interview, but I promise, that extra preparation will make all the difference. Also be sure to come up with smart questions that you have about that particular agency – which goes back to point 1. Research, research, research.

    Applying for that first job after college can seem overwhelming, but it’s important to put it into perspective. You’ll never have more opportunities or options than you do right after college, so don’t be afraid to seize the moment and meet the challenge head on — really good things lie ahead.

    Think you’re ready to land your first PR job? Put your skills to the test and apply for one of our current openings.

    Matter

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  • Get Out There on International Women’s Day

    Get Out There on International Women’s Day

    Today is International Women’s Day. All throughout the world, individuals, colleagues, friends, family members, businesses and organizations are showing their support of women with demonstrations that range from gentle encouragement to groundbreaking stands against oppression. I count myself as extraordinarily lucky to work alongside some of the most intelligent, most passionate, most driven women – nay, people – I’ve ever known.  But there are many women out there, in our industry and far beyond, that are on the hunt for sources of community. Sources of inspiration. Sources of action.

    No matter what moves you, there are a number of fantastic groups, events, publications and initiatives that would love to add you to their ranks. Here are a few of our favorite finds:

    If You Love PR & Marketing

    The brand new Organization of American Women in PR seeks to connect female leaders in the PR industry and provide education, networking opportunities and support.

    Near Boston: Take a look at Young Women in Digital, a networking organization dedicated to young women building careers in digital marketing, social media, public relations and more.

    If You Love Journalism

    The Journalism and Women Symposium (JAWS) is a renown organization for female writers, offering a series of impactful events and even a fascinating member showcase packed to the brim with books, videos, podcasts and blogs.

    If You Love Politics

    Based at the Eagleton Institute of Politics at Rutgers, the Center for American Women and Politics (CAWP) gives you a clear look at the state of female-led politics in your specific region, in addition to ways you can get involved.

    If You Love Technology, STEM or STEAM

    The Women in Tech Summit is widely regarded as one of the critical events for any women looking to advance their position in technology fields. Check out their individual city listings for some of the smaller events happening in or near your own back yard.

    Near Boston: If STEAM is your passion, She Geeks Out might be the community for you. In addition to providing a number of local events, their blog features profiles and podcasts from highly influential women in the field.

    If You Love The Arts

    The National Museum of Women in the Arts in D.C. is a great stop for learning and advocacy, and provides helpful resources like this fantastic list of websites and organizations serving individual interests.

    If You Love Design

    The AIGA has a Women Lead steering committee that creates meaningful content around the achievements, gender-related issues and amazing innovations of women in design – perfect for learning and inspiration.

    If You Love Business & Entrepreneurship

    The Ellevate Network connects women in business through an online portal, major events and local chapters. If you’re not sure about joining, there are local events that are open to the public.

    Near Boston: Women Founders in Boston works to give female entrepreneurs the boost they need to grow their businesses and realize their visions. Want to get hyper-local? WE BOS is a city-run organization with the same fantastic goal. Meanwhile, Wonder Women of Boston is an open community of ambitious, accomplished women of all ages and backgrounds in the greater Boston area.

    What did we miss? Tell us your favorite events, organizations, even kick-ass women we should all know something about.

    Vanessa Boynton

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