Branding

When Journalism and Brand Management Collide

Recently, PadillaCRT hosted a “meet the journalist” breakfast that invited a local magazine editor to our office to discuss their role and answer questions regarding how we can provide relevant content and news ideas on behalf of our clients. During the conversation, we were reminded of what most of us in the PR industry already know – editors are busy, their outlets are understaffed and their inboxes are often flooded with hundreds upon hundreds of unrelated email pitches from PR professionals assuming that their audience will be interested, which is a huge pet-peeve!

But, as I walked away from that meeting, I was left thinking about the relationship between brands and media. Given the shrinking number of journalists reporting for publications and the onset of owned content, the landscape and connection between journalist, brand and PR agency is changing. Journalists are up against native advertising, eBooks, videos and more that are not usually distinguished as advertising or marketing and further blur the lines between editorial and paid content.

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Similarly, the PR industry is being impacted by these changes. Fewer media opportunities mean more occasions to self-publish and syndicate. Some brands are…

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BuzzLine

BuzzLine: Recall Crisis Challenge

fruitYesterday it was announced that more stores have been affected by a nation-wide listeria fruit recall. These stores include Costco, Kroger, Walmart, Sam’s Club, Whole Foods Market, Trader Joe’s, Ralphs, and Food 4 Less. The fruits being recalled include peaches, nectarines, plums, and pluots that were packaged at Wawona Packing Co. in Cutler, CA.

The CNN article in regards to the recall says that listeria was found on two nectarines and one peach and it is unclear how the fruits were exposed.

Aside from wanting to spread the word about the possible listeria outbreak and help consumers be informed, this also provided us with today’s BuzzLine challenge.

If you were advisor to Brent Smittcamp, president of the packing company that tested positive for listeria, what would your six-word PR action plan be?

Your answers may look something like:

  • Inform, Investigate, Update, Address, Improve, Repeat
  • Tell the truth, Make amends, Overcome
  • Clean up, brush off, move on

Give us your six-word PR crisis action plan in the comments below. Your PR expertise could earn you a $5 Starbucks gift card (and who knows – maybe even some business from Mr.…

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Product Marketing

3 Reasons Brands Are Frightened by Hispanics

LatinaShoppersIn New York, more than 18% of the population is now made up of Hispanics, more than double what it was in 1980. Compounded with the growth of this population among the entire United States, we can see we have a massive evolution on our hands.

Similar to the expansion of the Hispanic demographic are the recent growth rates coming from the beauty and personal care category. Just last year, mass and prestige beauty sales totaled $32 billion.

Well, I’m sure you see where I’m going with this. We have two strong forces moving on a parallel path, but their influence represents only the tip of the iceberg. Now, imagine the supernova of Hispanic personal care marketing they’d generate if they united. So, what if the Hispanic market overtook the majority of beauty and skincare communications? Well, my question is, why not?

Hispanic SpendingBy the end of next year, Latinos’ spending power is expected to hit $1.5 trillion, much of which will be on beauty.  In fact, Nielsen research suggests Hispanics spend more on cosmetics, health and beauty products than…

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Digital Marketing

Finding balance in a digital world – it’s complicated!

In April, I attended the ClickZ conference in NYC. The conference centered on the topics of paid, earned, owned, shared and integrated media. Keynote Randi Zuckerberg shared her message of the Dot Complicated world in which we work, live and innovate in our daily lives. She even has a children’s book out called “Dot,” soon to be turned into a cartoon by the Jim Henson Company. She challenged us to find ways to have technology in our lives while still finding time to shut down, be polite and balance.

But bedtime without my Kindle?

How can we find balance and turn off those devices as digital innovators and still keep our jobs in this industry? It’s no secret that to be digital means continually learning. Skills, trends, innovation and relevancy are ALL critical to our customers, our competition and us. But how in the HECK can you get any sleep? I challenged myself to think of a few things I could not live without, and how I could get these things done better and in less time, so that I have more time to enjoy life. Here’s what I came up with.

But wait, there’s more!

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Digital Marketing

Why Beverage Brand Campaigns Have To Take An Integrated Approach

While we don’t completely understand the long-term impact of the communication revolution yet, one thing is certain:  the advent of changes such as smartphones and social media have profoundly shifted the fundamental principles of human communication.  Consider, for instance, that many schools don’t bother teaching kids how to write in cursive anymore.  What does this have to do with booze you ask?  Well, everything we do as professional beverage communicators must continue to evolve accordingly.   This truth, coupled with the U.S.’s position as the world’s most crowded marketplace for beverage alcohol brands, leads to an unavoidable reality…a brand has to be dynamic or die trying.

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So how do you do it?  Especially without spending $10 million a year which, let’s face it, only enormous spirits brands can afford. Traditional PR campaigns with a few tastings and occasional lifestyle partnerships sprinkled on top are a thing of the past.  For growth and long-term positioning, even a basic promotional campaign strategy has to include all elements of engagement with beverage alcohol consumers and those who supply us them.  Media relations, social media, event production, retail promotions, on-premise partnerships, branding, advertising and…

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