A business that is doing well can hit a wall and crash if another company in their industry does something stupid that tarnishes the image of the entire industry.
|How Can You Stop Bad Actors
from Destroying an Industry?
We see this happen all the time. Maybe it’s a hedge fund Ponzi scheme that makes investors skeptical of every hedge fund. Maybe’s it’s a robo-dialing bad-actor marketer who makes everybody hate that unethical marketer’s entire industry. Maybe it’s a bad-actor funeral home that moves bodies illegally and makes every funeral home owner look bad. Maybe it’s an errant group of religious leaders who commit sex crimes that give a bad name to the entire religion and its leaders.
So what can you do to avoid being victimized by a bad actor?
In a USA Today book review article I read awhile back, reviewer Seth Brown notes that “public relations, oddly enough, doesn’t have great PR. People tend to think that PR involves being manipulative and saying whatever is in the employer’s best interests.”
To some extent, I agree about PR not having the greatest reputation. When I was in journalism school I was taught by some professors that as a reporter, you need to be wary of PR folks trying to get their business’s or client’s message in the media. When translated, that meant we should be dealing directly with the source, not their PR representative. It’s given me great insight into what today’s reporters expect, having come from that background.
But when a client’s message does appear in the media — creating excellent exposure for their restaurant, new software release, or showcase their expertise in a certain field — how do you measure that success? Can you measure that success? After all, public relations, unlike advertising, does not guarantee a placement. But when a placement does happen, how can you quantify its worth?
College students are a highly coveted demographic for many marketers and PR pros. These young, savvy students are beginning to make major life decisions and are taking the marketplace by storm. And with around 11.7 million estimated college students in America (according to US Department of Labor Data), they can’t be ignored.
One of the best ways to reach this group is through their college newspapers. According to a 2008 study from Alloy Media + Marketing, 76% of all college students said they read their school’s newspaper in the last month. That number jumped to 92% for college students who’s campus touts a daily paper. Yet, students aren’t alone with 76% of faculty and staff members admitting to have read their college publication in the past month and more than half having done so in the past week.
The college newspaper is a powerful tool. With continually strong readership numbers aimed at a highly desirable demographic, under utilizing this resource can be a big mistake.
But before you get ready to make your pitch to these young editors and reporters, take some of these tips from a University of Illinois at Urbana-Champaign Class of 2009 College of Media graduate and former campus news editor into consideration.
The press release is dead! So why are we still writing them? The truth is there is still marginal value in writing a press release, but it’s mostly in solidifying messaging or as an asset for the website to show client wins or expertise in an area. Once we start talking about distributing a press release, we have to be careful.
It was recently, while brainstorming a new tagline (which was to coincide with a revamped brand image) for a client, that I began pondering the very essence of taglines. Why do we use them? How does one determine the good taglines from the bad? Are they as important today as when they were first conceived? Will I be tarred and feathered if I go without one? While the answers to these questions may not be objectively clear (perhaps save for that last one), what can be said is nearly everyone (more specifically, every brand) needs a tagline. But considering we’re here for the sake of argument and not to find the answers to all of life’s great questions, read on for even more rhetorical questions and probably a few opinions as well.