Amanda Communicates

Still Bloggin' It

2010-12-25T17:57:00.000-08:00

Follow my new personal blog:

casadeverzello.wordpress.com

xoxo,

A

Sugar is Sugar?

2010-09-15T07:26:00.000-07:00

“Whether it’s corn sugar or cane sugar, your body doesn’t know the difference. Sugar is sugar.”

Have you seen the corn maze television ads? At first I thought the ad was anti-high fructose corn syrup, but it turns out it was trying to do the exact opposite—save the sweetener’s image.

See the YouTube version here.

Talk about a lofty rebranding/PR campaign. Since sales of food items containing HFCS have gone down recently as people opt for healthier-sounding options, the Corn Refiners Association has launched a full-on battle to save their refined sticky stuff. Their main form of attack against the haters is…changing the name! Say good bye to HFCS and hello to corn sugar! But it is, of course, the same product…will the name change help convince the American public it’s just as okay as cane sugar?

Fast Company has a great article on the rebranding, and they included this quote:

"This seems to be a last-ditch attempt to try and salvage a product that they know is not good for Americans," says Ellis, one of the co-producers and stars of the 2007 documentary King Corn, as well as a Food and Society Fellow with the Institute for Agriculture and Trade Policy. "They have lost some of their biggest customers as more industrial food companies are converting to table sugar or more natural ingredients than that. Companies are reducing the empty calories in their products."

The sweet mom in the corn sugar ad says that scientists, nutritionists, etc. have confirmed that the two sugars act the same in the body, and CornSugar.com's health claims are actually valid. The FC article says that pound-for-pound HFCS has similar dietary characteristics as table sugar and doesn't even have as much fructose as some fruit, a fact that's been confirmed by leading nutritionists. Both types of sugar are still sugar when they enter your body -- although a recent Princeton study refutes that, claiming that rats fed HFCS gained more weight than those fed with cane sugar.

Ellis says the real problem is that HFCS is cheaper to produce than sugar, and therefore pumped into lots of over-processed, high-calorie foods as filler. These foods are more attractive to customers because they are cheap, and it is these cheap, unhealthy foods that are attractive to consumers and have probably been a main contributor in the rise of American obesity.

Whether the CRA’s campaign is successful is yet to be seen, but it seems they’re on the right track to convincing a good part of the American public that since cane sugar is apparently okay, corn sugar is, too.

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FOLLOW-UP

I'm not the only one that's been fascinated with this campaign. Check out this article by Dr. Andrew Weil...

Fortunately, 'Corn Sugar' Has Become a Sticky PR Mess

Tiger Woods' Reputation Not on Par

2009-12-09T08:05:00.001-08:00

The Tiger Woods drama has been a fascinating public relations case study. How should he have handled the aftermath of his car accident and the rumors of an affair? Surely not by avoiding the issue and allowing rumors to fly unaddressed and by posting vague and guilt-ridden statements on his website. There are multiple conversations on this topic from PR professionals in the blogosphere.

Here's what the Phoenix Business Journal had to say:

"'There's only two things worse than whatever really happened outside Tiger Woods' house: speculation and the appearance of a cover up,” said David Eichler, founder and creative director for David and Sam PR in Phoenix. “When you make a billion dollars by being a celebrity you have no privacy. No matter how egregious the truth is, Tiger's camp would be well served to learn from history and not try to run, hide or pretend they don't owe the public the truth.'"

And Kevin Sullivan for Yahoo Sports echoed that statement with this:

"When Tiger Woods let 13 hours lapse after Friday's early-morning accident without issuing an explanation, he ceded control of his story not only to legitimate news outlets, but also to celebrity gossip mongers on the hunt for a tale –- made up or otherwise -– of adultery and mayhem. The story of Tiger's first major off-the-course bogey was in their sights and the race was on to fill in the juicy details."

Sullivan also said that in general you should, "Tell it first, tell it yourself and tell it all. That is the tried and true formula for handling a messy public relations crisis in the smoothest possible way."

Tiger definitely dropped the ball on this one.

Just how big of an effect has the controversy had on Wood's reputation? Here is what Rasmussen Reports discovered:

"The latest Rasmussen Reports national telephone survey found that just 38% of Americans now have a favorable opinion of the golf superstar. That’s down from 56% a week ago, shortly after the stories first broke about Woods’ auto accident. Two years ago, 83% had a favorable opinion of Woods. "

Wood's reputation has dropped 56% in one week! The ramifications of this are huge. The midnight accident in the driveway and multiple affair rumors will no doubt take a huge hit on his profitability, not because of the events in and of themselves, but because of how badly they were handled. The American public is very forgiving (Bill Clinton, anyone?), but the longer you keep them in the dark, the worse your chances of redeeming yourself will be.

To validate the above claim, all one needs to do is look at what happened with David Letterman's recent sticky situation. Instead of avoiding the issue, he announced his multiple affairs with members of his staff promptly and in his typical humor. The consequences? His ratings went up.

Becoming a master networker

2009-11-11T08:39:00.000-08:00

On Friday I got to cover the world’s first Social Media Awards, sponsored by the Social Media Club of Salt Lake City. I’m glad I attended the event because I learned about some organizations and individuals who are totally taking advantage of social media, such as NewspaperGrl.

You can read my article about the awards given during the event here, but one of the most fascinating and inspiring parts of the evening was a keynote address by David Bradford, CEO of Fusion-io. What his company does isn’t as relevant to this post as how he is involved with social networking on a daily basis.

Bradford said he spends up to two hours daily on social networking sites because the ROI (return on investment) is so high. He makes a concerted effort to meet people, and after talking with them he grabs their card and immediately adds them to his LinkedIn or Facebook profile (he’s actually maxed out his friends on Facebook), he said.

I added Bradford on LinkedIn, and the next day he sent me a personal response: “Nice to connect with you, Amanda. Thank you for reaching out. Best regards, david b.” Wow- a CEO of a moderately sized company acknowledged a little person like me. He really is good at networking.

Something Bradford said that got me thinking was this: for networking to be effective you have to go out of your way to help people. “Great networkers are always looking to do something for somebody else,” he said.

Networking karma is real—it comes back around.

You never know what connection is going to lead you to your dream job, or how far your connections can take you. I have gotten some great jobs through connections, including my job as a ski instructor at Sundance. I didn’t have to do much to convince the director to hire me because I got a great recommendation from my co-worker at Snowbird, who happened to be his wife. While I was associating with her I didn’t think, “If I’m nice to this lady and if I impress her, she will hook me up,” but I always respected her as a more seasoned instructor and took her wise advice. I had no idea who her husband was until she told me she was recommending me to him.

Since a CEO like Bradford must get tons of resumes thrown at him, especially considering how nice and open he is, I asked him what people can do to stand out in the crazy, fast-paced world of social networking. He basically said to schmooze. He said you should talk to potential bosses about how interested you are in the company and how you would like to help them achieve more success.

In his conclusion, Bradford talked about how networking takes a lot of work and requires a lot of hours. “Master networkers are individuals who realize that networking is a life skill,” he said.

Becoming a master networker takes a great amount of WORK, but the efforts to connect can pay off greatly if done right.

Wedding Feature

2009-11-06T09:39:00.000-08:00

On a personal note, my August wedding to the love of my life (next to wood-fired pizza...and the mountains) is featured on the wedding blog, Inspired By This. Aside from a few spelling errors, it's a cute little feature.

(My bridesmaids...also the loves of my life.)

Enjoy.

Retailers finally truly recognizing who keeps them in business

2009-10-14T18:42:00.000-07:00

Customer opinions have long been a much sought-after commodity by all types of companies and organizations. Surveys abound in both online and paper format, but, unfortunately for the opinion-seekers, less and less of their target audience is responding to the call for information. This is a big issue for corporate America because research is not only paramount in public relations and marketing strategy, but also in determining many decisions an organization will make regarding one of its publics.

The question public relations and marketing professionals who have any interest in market research are asking themselves is this: How do we motivate people to respond to the surveys we so badly need in order to make good decisions? The answer up until now has been incentives, incentives, and more incentives. Cash and prize drawings and discounts on product are often attached to surveys in an attempt to entice people to take a few minutes of their time to relay their experience, whether positive or negative. Some companies— California Pizza Kitchen is one example—even have an automated phone survey advertised on the bill.

The incentives have worked to a point. Organizations still haven’t been getting the quantity of responses that they would like. (One professor told me the survey response level for paper surveys is around 7% or lower.)

Retail and hospitality organizations, among others, have started getting to the heart of what is ingrained in any organizational behaviorist. That is, extrinsic factors can only motivate people so much. According to theory, offering 10% off a customer’s next bill at CPK will never motivate people like tapping into their intrinsic need for recognition will.

So, after much preface, here is the newest trend in surveying: RESPONDING to the respondents! And not just with a computer-generated email, but with a real, personal acknowledgement to one’s efforts in appeasing the organization’s thirst for ratings.

I, for one, feel quite special when a big retail player like J. Crew sends me a personal response to my comment on their exorbitant shipping costs. Even if they alter their way of calculating shipping costs to what I want (and what I feel other customers want—cheaper!) based upon my single negative review, at least they are listening and responding to my grievance. They acknowledged my concern and then skirted around the matter like a tactile lawyer defending a guilty criminal, but that’s OK. At least they are attempting to form a better relationship with a lukewarm customer and, in turn, enticing me to give them more responses to their survey requests in the future.

What this means for PR professionals is this: simply asking for information from people without giving something back is out. If you truly want to build relationships, you must put some time and effort in responding to people individually. It may seem pricey and time-consuming at first, but in the long run it will increase the effectiveness of the messages you send and better motivate people to action.

Nobel Peace Prize surprised both Pres and Americans alike

2009-10-09T10:06:00.000-07:00

President Obama accepted the Nobel Peace Prize this morning, stating in a press conference that he is "surprised and humbled" by the award. America seems to be really surprised, too. The Nobel Committee stated that they gave him the award for his "efforts." They are sure that Obama will bring about some greater good in the future. But since when do people win awards for what they plan on doing? Are athletes in the upcoming Olympics going to win golds based upon who comes up with the best plan to win their event?

Even more interesting is the fact that the deadline to nominate candidates came just 10 days after Obama stepped into office. It's not really his fault he didn't have time to actually achieve anything, right?

But it comes at no surprise that an unachiever like Obama got the award. He now joins the ranks of other winners like Al Gore and Yasser Arafat. Why should the committee give the NPP to altruistic individuals with no political agenda like Mother Theresa when we have global warming proponents and terrorists who need some additional recognition?

I've been following a lot of Tweets about this topic and some have been humorous, others thought provoking. Here is my favorite from alextvalencic:

Kanye: "Yo, Barack, I'm happy you and I'mma let you finish, but BEYONCE has been the greatest peacemaker of all time!"

My reply: American pop culture + politics= great humor!

The best advice I've heard for Obama is from Scott Jennings, a senior political strategist for Peritus Public Relations.

Jennings advice: Don't accept the award. As a result of this unprecedented move, Americans would see Obama as truly "humble."

FTC puts its mark on the blogosphere

2009-10-08T13:32:00.000-07:00

For the first time since 1980 the FTC has changed its guidelines on testimonials and endorsements--because of blogs.

Since its inception, the blogosphere has been a free-for-all for anyone wanting a space to voice their opinion, however deceitful or shady it may be. Now, unscrupulous bloggers claiming to be regular Joe's must reveal their affiliation with a product or company when blogging about it. Basically, if you're getting paid or enticed by gifts to blog about something you gotta disclose what you're getting in return for your positive review.

This has some interesting implications for bloggers who win their audiences with the idea that they are consumers "just like them" who sift through one lousy product after another when, all of a sudden, they have a life changing experience with such and such product. Since a large amount of the population considers advertisements unreliable these days, it's easy to see why people who can't make decisions treasure the opinions of friendly bloggers "just like them."

Side note--it's amazing that regular people who've been able to gain an online presence literally make a living off advertisements on their blog or paid product reviews. Talk about having a valuable opinion!

Interestingly, only 11% of Americans think that general blog content should be regulated. But 45% feel that requiring the disclosure of gifts and payments bloggers receive is a good thing.

PR mag by students

2009-09-28T22:00:00.000-07:00

Here is a great online PR magazine published (is it still published if it's online?) by students at the University of Alabama. What a great student project.

Direct mail from UPS

2009-09-25T07:38:00.000-07:00

UPS is getting its hands in the direct marketing business. According to an article in the New York Times, now when you receive a package from a friend you might also get a product sample or offer in the form of a Door to Door Pak--a package containing offers and product samples. It's only a test service right now, but the companies participating are big retail players: Finish Line, Men’s Wearhouse, Sephora, Williams-Sonoma home furnishings, Pottery Barn and West Elm and Zappos.com (the BEST place to buy shoes- free shipping both ways, 365-day return policy, amazing customer service, etc).

I'm surprised UPS is getting its hands dirty with ad disbursement. Ads are annoying and bothersome to receive in the mail, especially in Provo where you don't even get a recycling bin to toss them in. What was most interesting to me was this little gem in the article that explains the why behind the Paks:

“We did some focus-group research and it really indicated that people were receptive to receiving offers from U.P.S.,” Ms. Lynn said. “What we heard was, ‘If U.P.S. brings it to me, it’s not junk.’”

Hmm, focus group research you say? Does that mean they did multiple focus groups around the country or just one or two focus groups locally? I wonder if the majority of Americans really are receptive to more "offers" and ads, or if one or two people mentioned they wouldn't mind receiving a coupon for "$50 off your next purchase," which at a store like Pottery Barn means you'll only pay $2200 for your new couch rather than $2250.

I hate junk mail because it is most often useless coupons for Dominoes or Little Caesars pizza, Arby's and other forms of junk food. And how many check books with cats or beach scenes does one need? Or how about those "limited edition" Sacajawea gold dollars?

I don't see UPS Door to Door Paks being too well received, unless they contain some really good samples, like a free steak dinner at Ruth's Chris or even an complimentary In-n-Out Burger. But I have a feeling those type of offers will never come to my door.

Word and Excel just don't cut it

2009-09-21T07:52:00.000-07:00

I have been delaying learning some computer software essential to my major all summer. Due to my procrastination, I have three months to become competent in InDesign, Illustrator, Photoshop and After Effects in order to be prepared for my classes next semester. While I know these skills will help me become a valuable PR professional, I'm quite apprehensive of my ability to learn these software in such a short time.

Hey, at least I've taken the first step. I'm starting an accelerated Photoshop class today at the HBLL. There's also a lab in the Communications building where I can meet with software tutors all week. I'll probably be spending a lot of time in this lab (if I can find any more time!), and I might even brush up on my Excel skills while I'm at it.

I'm going to try to use some of my creativity and design skills to make this blog a snazzy page to visit. So when the blog looks uber professional you'll know I'm ready to show off my design skills next semester.

What Matters Most

2009-09-17T07:00:00.000-07:00

Newest Mormon Messages video featuring our sweet prophet, Thomas S. Monson. I like the last quote: "Never let a problem to be solved become more important than a person to be loved." I add, never let anything get in the way of a person to be loved.

As idealistic as it may be, I think a little more love and a lot less greed would solve many of the world's problems. Think about if more people donated their excess to those in third world countries who barely have enough water to drink and food to eat. Think what would happen if the politicians in our country actually worked together for a common purpose, rather than pursuing their own self interests. Imagine how happier everyone would be if we all took heed to President Monson's advice and filled our days with "what matters most," even if that means sending a simple note, giving a hug, or smiling at a stranger.

This video's main message is to not let the vain things of the world like the pursuit of riches and a powerful career take up time that should be spent with loved ones. I also think it goes a little deeper; we should not only care for our beloved family and friends, but all of God's children. We need to give generously to the needy and the brokenhearted, both in our time, attention, and resources.

I hope we can all take Gordon B. Hinckley's counsel and "be a little better" every day. I know I can start by showing a little more love to my friends and family and by doing a little more service for others.

United Breaks Guitars

2009-09-16T19:38:00.000-07:00

This isn't breaking news or anything, but I saw this video in my media management class for the first time tonight. Talk about a PR mess for United Airlines! I don't think anyone would be shocked to learn that the baggage people were mishandling his guitar. This incident reinforces the major customer service issues in the airline industry. Which then leads me to wonder- how quickly would any of the other airlines have reimbured him for his guitar?

1 in 8 Million

2009-09-15T14:50:00.000-07:00

The New York Times has just featured an LDS sister missionary serving in Chinatown, New York. It's part of their "1 in 8 Million" series, which is a very cool concept in and of itself. She only converted to the church three years ago after studying economics at BYU. I wonder how she was led to BYU; she was obviously in the right place and prepared to hear the message of the Gospel. the best quote, pointed out by my friend Kristi Boyce is, "It was never easy for Christ, so why should it be easy for me?" What a great example of gung-ho missionary service and some great PR for the church!

Check out her story here.

Media Munchies

2009-09-04T09:35:00.000-07:00

For my Media Management class I am keeping a log of all the media I consume for two weeks. Here is my first entry from yesterday, September 3.

"My significant media experience today was an early morning reading blogs. I first checked all my favorite blogs and then added some new ones to my RSS feed (Goodle Reader has some great recommendations). I read about local and worldwide news, fashion trends in NYC, what’s “hot” in Utah Valley, how to make a tissue paper flower (they are quite easy and the results make a beautiful centerpiece), and how to turn my 80’s furniture pieces into items I wouldn’t be afraid to show off in my living room. I became aware of this particular medium because it is my absolute favorite way to gather information! I love reading blogs because I feel like I’m getting to know people on a more intimate level than with any other medium. The bloggers are sharing what is most important to them with someone they don’t even know; someone who just happens to read their blogs religiously (that would be me).

The blogs I read definitely influenced me. I now want to throw a party just for an excuse to make those pretty paper flowers, and I’m ready to buy a can of paint tonight and refinish all my furniture so I can finally move my 80's style table and chairs from the garage to the house. I also saw pictures of fashionable folks in NYC and thought to myself, “Man, I really need those boots! And that scarf!” Would those thoughts have spontaneously popped into my mind had I not been influenced by the stellar photos on The Sartorialist’s blog? Most likely not.

I feel fairly conscious of my frequent blog reading. My husband sometimes teases that I love being on my “internet machine” more than talking to him (which is completely false, by the way). Because of this assignment, however, I realize how my blog writers are really opinion leaders whose followers hang on their every word, just waiting for them to relay the latest fashion advice or home remodeling techniques. In many situations I am the control-hungry leader, wanting everything my way because it’s the best way and cringing when anyone else tries to change my opinion, but when it comes to blogging I’m just another follower."

Learning to Communicate?

2009-09-04T07:45:00.000-07:00

Why am I writing a blog on communications? Isn't it going to be wicked boring?

I'm writing for a few reasons: a) I am a Communications major b) I have an emphasis in public relations c) I want to blog about a topic that interests me d) I think writing about what I'm learning in college will help me retain the information which will make me smart and marketable and will result in a stellar job offer for me. And no, it will not be boring!

I love reading blogs of all kinds. Cooking blogs, fashion blogs, photography blogs, current event blogs, political blogs, and even the random married blogs. While married blogs are great and I enjoy reading about exactly how blissful my friends are now that they've found their 'second half,' I get the majority of my thrills from reading blogs with a focus- one topic that is explored and expounded upon in depth. That's why I love photography blogs so much. They usually just include pictures. I always know what to expect and I read the blog to gain a better understanding of that person's artistic viewpoint.

This blog will be my viewpoint on the world of communications with a focus on what's happening in public relations. It will include news and commentary by me, including information on projects I'm working on. Hopefully it will interest more than the one default reader: my mother.