Excerpt 5: Balancing Corporate & Personal Brands

The following is the fifth excerpt from "Walking the Wire: Striking a Balance Between Corporate and Personal Brands" as presented by Mike McDougall, APR at the Ragan Communications / Southwest Airlines conference in October 2011. 

Tip #5: Train and Coach

Who has an employee handbook? How about a social media policy? Great. Show me where personal brands are addressed.

OK, it's unlikely that you codified personal branding in your corporate materials. You may want to, but even then it will have little effect on what happens among your associates. On the other hand, training and coaching will make an immediate impact.

Have regular discussions with individuals and groups about what’s working well, and where challenges are arising with personal brands. Set up a brown bag lunch discussion or work it into one-on-one professional development sessions. Remember that you're not attempting to cut off personal brands at their knees, but to ensure that there's a symbiotic relationship between them and the organization's brand.

Of course, don’t limit this to your backyard – look to competitors and outside your industry to see how others are succeeding or failing.

Even the world's best players need coaching -- just make judicious use of the whistle!

To read additional insights from Mike McDougall's discussion, bookmark The Schism or follow our Twitter feed (@McDougallTC). For a copy of the presentation slides, contact us at info@McDougallTC.com.

Skechers & the Greyhound Controversy

The Schism welcomes guest blogger Katie Corbut, an account coordinator with MTC.

The theme of the year for Super Bowl commercials was definitely “cuteness,” seeing as how probably half of them contained a baby or furry companion.

The Budweiser “Weego” commercial was one of my favorites, mostly because it contained the “help rescue” plug at the end – kudos to Bud Light. I also loved the new Volkswagen Bug commercial with the overweight golden retriever – it’s too bad most humans aren’t this motivated to get in shape! I of course, loved the Doritos commercial with the grandmother and grandson, whom she catapults into the air to steal the bag away from the little boy. And I can’t leave out the E-Trade commercials – I laugh every time. 

There was one commercial, however, that really threw me. As everyone in the room laughed when the French bulldog moon-danced across the screen, I was too busy wondering why greyhound racing was the base of the spot, when the sport has generated so much backlash in recent years.

Dozens of animal rights activists have jumped to the rescue of greyhounds in the weeks leading up to, and after the Super Bowl. In my personal view, greyhound racing is an industry fraught with cruelty. Greyhounds used as racers typically live their entire lives in cramped cages and are kept muzzled by their trainers at all times. These gentle dogs are extremely sensitive, yet they rarely know the comfort of a kind word or a gentle touch. When too old, injured, or tired to continue racing, the dogs are often discarded. Since 2001, more than half of American greyhound-racing tracks have closed because of the public outcry against the cruelty inflicted upon dogs. The remaining tracks have seen a decrease in ticket sales.

Greyhound rescue groups, adoption organizations and animal lovers all around the United States have been in an uproar since the commercial aired, some even began petitioning Skechers before the spot aired. One blog offered a petition to sign that would be sent to the managing parties at Skechers, in an effort to further show exactly how many people were saddened by their choice to ignore the concerned public.

For its part, Skechers has been mum on the issue, only noting that it complied with Humane Society standards in the filming of the spot.

Now Super Bowl advertising is no stranger to controversy. Remember Groupon's maligned spot from last year? So against that backdrop,was this a good move on Skechers’ part? I’d say no, but I have a personal experience with greyhounds that puts me in a difficult position to evaluate this situation. 

Do I think there are other ways in which Skechers could have communicated the same message, and had the same pug do the moon-dance in little red shoes? Yes. There are plenty of canine competitions that are not illegal in 38 states – e.g., dock jumping and agility courses. 

As unfortunate it is that Skechers did not see fit to heed the pleas of greyhound organization groups, it is undeniable that greyhound racing has now gathered more awareness nationwide. So, is it possible the cause even came out ahead because of Skechers' approach?

What are your thoughts? Was Skechers insensitive to the issue, or is the controversy surrounding the spot overblown?

When she’s not helping clients navigate the waters, you may find Katie Corbut kayaking. Or quoting lines from the Lord of the Rings films. But usually not at the same time. Katie, her fiancé John, and their cat and dog live in Buffalo.

Keep That Sand In Your Hand: Getting Ahead on a Multi-Agency Account

Excerpt from The Agency Post:

It was the late ‘70s on a warm autumn day in the far reaches of northern New York. The sun glinted off an island of speckled white sand, framed by well-worn boards coated with a fresh, glossy application of spinach green paint.

I’d arrived at the sandbox, only to hear the voice of my kindergarten teacher Mrs. Garman behind me: “Play nicely with each other, kids. I’ll know if you don’t.”

Years later, those simple words of wisdom still hold true in a different type of sandbox altogether – the multi-agency account. Think back to what you probably heard as a five-year-old, and apply them to your world today:

“There are enough toys for everyone.” Sure, you want to earn some good revenue and make a fair profit on the services you’re providing, but stop making those desperate grasps to steal budget allocations or assignments from another firm. Give your client some credit — if there wasn’t room enough for all of you to have a role, you wouldn’t have been invited to play.

“Take turns.” I know, we all love ourselves, our teammates and our work. But you can’t always be in the limelight. Let the other agencies shine when they genuinely deserve the attention, and compliment them on hard-fought wins.

[more]

Read the full column from Mike McDougall at The Agency Post.

Vote! The 2012 Super Poll is Now Open

Losing to Win

"Is winning everything?" The senior vice president of a multinational manufacturer was screaming at the assembled throngs of employees, trying to pump them into a frenzied, feel-good state. "No. Absolutely not!"

Hmmm... what do we have here? Could it be that we have someone sage enough to understand that business, like life, is multifaceted? That it supersedes black-and-white characterizations of how business is built?

"Winning is not everything," he continued, pacing across the stage, the spotlight following his agitated gait. "IT IS THE ONLY THING!"

Ah, we were so close to a dose of humanity. So close.

Let's face it. Winning feels good. Coming in first has been pounded into us since those kindergarten field day races so long ago. You want to be at the top of the podium. You want the promotion. You want that sale.

But chances are, even for the most successful among us, you're going to lose now and then. That's a good thing.

McDougall Travers Collins has been blessed over the past few months, having been awarded assignments from highly respected organizations in sectors ranging from medical technology to financial services to healthcare delivery to automotive industry manufacturing. But we've also lost.

Just a couple weeks ago, we came in second to a well-known NYC-based firm in a competitive bid. Why? They promised the client that they'd land them on the Today Show in six weeks or less. We refused to make similar guarantees, preferring to take a more reasoned and seasoned approach.

In this case, losing made us take stock of how we conduct business. Thankfully, we passed that self-assessment with our heads held high.

But losing also makes you stronger. It makes you more deeply study what went wrong, and what went right. It fortifies your resolve to fight the better fight the next time around. It helps you assess the character of those around you.

Losing, when viewed in perspective, helps build long-term winners.

And that exec who screamed that winning was the only thing? Little did he realize that he had quickly lost that which he most desired: the respect of those in the room. Unfortunately, in his case, winning may always prove elusive.

PR Horror Stories

We recently came across this PR horror story -- is misstep by MCA Records back in the '80s. There's nothing like sending out fake cocaine to get your organization noticed, right?

We need your help identifying other horror stories from the profession. These aren't just to elicit schadenfreude, but to help the next generation of practitioners learn from others' mistakes.

We'll be sharing the best at the Western New York College Media Convention at SUNY Brockport in late February.



So bring them on... the more grimace-inducing, the better!

PR for PR: Why?

Earlier this week, PR News published the transcript of its Advisory Board roundtable, on which I happen to serve. One topic that quickly arose was redefining what public relations is, as well as increasing awareness of the profession.

These have been common refrains since I entered the industry two decades ago. PRSA gave the topics new life when it decided to launch its "PR Defined" campaign in 2011, and it's rare to see a panel discussion that doesn't touch on the subjects.

It would seem we're missing a critical point, one that we'd be remiss for not having in hand with any other program: a compelling, clearly-stated, actionable objective.

Like a group of occupiers in a park somewhere, there seems to be a rash of lukewarm reasons for this questionable behavior. We want a seat at the table. The profession has changed. The average person doesn't know what we do.

Talk is cheap. If you deserved a seat at the table, you'd have it (and quit wasting your time looking for the table; spend it delivering results, and your chair will appear). The profession is of course evolving, and you should be keeping abreast of its advances without thinking your colleagues care about the nuance. And for the love of Pete, just explain what you do; as a communicator, if you can't do this without assistance, don't ever pass a resume by my desk (and maybe think about a new career altogether).

Do I think we should go about our work quietly, or even obfuscate our role in shaping opinion? Hell no. Why else would I give time to leadership roles with PRSA and a range of other organizations that advance the profession? Why would I speak with students about reputation management career options? Why would I have left a corporate marketing role to return to the communications field? I love what I do... what we do.

But at the same time, it would seem many of my colleagues are trying to tell and sell a story to the mass market when they should be focused on more highly-targeted audiences. In an industry where -- in many cases -- we're making magic happen behind the scenes, they want more visible credit and platitudes. They want their Toby Keith moment.

So here's my challenge. Convince me why the man on the street should be able to define public relations any more than he can define actuarial science or materials engineering. Better yet, make be believe that a CEO would rather understand the particulars of what you do versus the results you deliver. Show me that, and we have a ballgame.

CES 2012: Celebrate Discovery

The 2012 Consumer Electronics Show begins next week, much to the delight of the tens of thousands of attendees who will flock to Las Vegas to see the latest and greatest devices that have come to enrich (or dominate) our lives.

I've been fortunate to be part of this throng for years, representing clients such as Yamaha and Turtle Beach as well as driving the show media strategy for Kodak during its digital heyday. In many ways, the work my teams and I did added to the madness, highlighting various technologies and products for members of the international press corps, and in more than a few instances dominating media coverage (no small feat for an event that draws more than 1,000 reporters).

One such device was the Turtle Beach AudioTron, the first-of-its-kind networked home audio player. It was the precursor to Roku boxes, Sonos speakers, Apple TV and other dedicated devices that stream content from the Web to the living room. Holed up in a small conference room, we literally had a line out the door for three days as journalists saw the future of streaming audio... more than a decade ago.

Making room for a new home theater device today, I came across my own AudioTron (which still works flawlessly) and recalled how much buzz the product generated. Why? Because it wasn't developed by an industry giant such as Sony, but a smaller company who had taken a chance on building a better mousetrap.

So here's an inside tip from a CES veteran -- pass through the booths of the industry juggernauts, but spend more time exploring new territory. Walk a bit more slowly among the six-foot tabletop displays that upstarts have paid dearly to obtain. Ask other attendees what's excited them, especially from a conceptual point of view. Purposely seek out prototypes ahead of their time, which can be found lurking in an off-strip hotel suite doubling as a meeting venue.

In an age where there's seemingly little surprise left at major trade shows, thanks to pre-announcements and online leaks, become a hunter. When that little idea explodes onto the market a few years from now, you can claim to have been on the inside from the early days. Therein lies the true excitement of CES -- discovery.

Best of the Holiday eCards

'Tis the season for electronic holiday greetings. We've posted our own "smashing" video card below, along with links to a few other favorites.



Check these out for some more holiday joy!

• American Airlines 
• Haynes and Boone
• World Famous Inc.

Lessons from a Bell Ringer

Ring-a-ling, ring-a-ling. "Merry Christmas!" So went the refrain this morning outside Macy's at Eastview Mall in Victor, N.Y., where McDougall Travers Collins manned a famous red kettle.

Aside from raising a considerable amount of donations for the Salvation Army, we were struck by how much some simple bell ringing -- when done with conviction -- can provide insights into marketing any product or service. 

1. Vary your volume. See those prospects in row 15 of the parking lot? Amplify that ring... make them notice you from afar, so they're ready to give (buy!) when they reach the destination. As they draw near, turn it down a notch, giving them a break from the otherwise earsplitting cacophony. 

2.  Mix up your rhythm. Who wants to hear the same ring pattern time and time again? Throw in a little variety to keep the message fresh, and to prevent your audiences from tuning out. 

3. Find a prop. Sleigh bells? Nah, we went with an old school dinner bell from home. Its silver plating, deep wooden handle, and loud (LOUD!), deep tone made quite an impression versus the standard issue equipment. That, as you might expect, led to more than a few questions, which allowed us to...

4. ... Engage in conversation. Bell ringing is the 18th-century version of social media -- you're not just asking for a dollar or some coins, but trying to strike up a discussion. Once your audience knows there's some substance behind that smile, they're more like to give a little more. 

5. Say thank you to everyone. Everyone, whether they give or not, receives a heartfelt thank you. They've taken the time to listen, whether they wanted to or not, and maybe -- just maybe -- they'll make that donation at another time.

Jumping out of the metaphorical world for a moment, consider giving of your own time or good fortune this week as the Salvation Army makes its final Red Kettle appeal. Click here to learn more!