Sunday, April 24, 2011

Twitter: a push strategy


I spent all last semester under a rock. I had no idea what was going on in the world unless I thought I would be quizzed on current events. Then, I was forced to get a Twitter.
Suddenly, information was available at the touch of a button. Posts would appear telling me what was going on in Iraq, Egypt, or even Libya. I could see what was happening locally or nationally all in one little program. It was brilliant! It pushed me into the sunlight and allowed me to see the world and that I was meant to be a part of it.

Twitter is a lot of things. It is a social network for friends, a news medium and even a part of a new product launch. It will show you pictures of your sister’s kid and tell you about a deal at the local Chick-fil-a. Twitter is all about the giving and receiving information and it is crucial to any public relations strategy. Well, not any. But Business to consumer, Twitter is definitely a wonderful medium for interaction.

The strategy is not necessarily meant for every company or product, but any desiring a connection, a relationship with the consumer should consider using Twitter as part of the push strategy of information. It is quick and has 250 million users on the network. In order to separate your Tweet from the other 50,000 Tweeted every day, you need to figure out what information your consumer needs and how they need it. Do they respond to humor or serious jargon? Do they want promotions or just straight facts?

Twitter is meant to give and receive information. For a public relations professional, it can be a vital component to a communications strategy. Research your consumer and figure out of Twitter can be used as an information giver for your company.  

Sunday, April 17, 2011

Apple customer service


My friend took his 24’’ iMac to the Apple store a week ago. They called, saying the problem was corrected two days later. For free. That same day he brought his shattered iPhone 4 to the store with him, mentioned it was broken, showed the Apple employee. He walked out with a brand new iPhone 4. For free. The story isn’t over.

Upon arriving home, excited about his newly fixed computer, he set up all the software, ready to start his homework. To his dismay, the error remained and the computer was not fixed at all. Frustrated, he took the 24” iMac back to the Apple store, seeking a new solution to his computer’s issue. A total of $1,700 dollars of repairs took place, completely covered by Apple. He smiled, walking to his car finally thinking his computer would work properly. He almost made it to his car when the Apple employee called, asking him to come back. Nervously, he walked back into the store, unsure of what would happen next.

Since they had sent him home with an incorrectly fixed computer and still couldn’t quite fix the problem, they decided to give him the new 27” iMac, with the titanium body. For free.

This is not the only story of Apple going above and beyond for their customers. Apple customer service is designed to make the customer feel special, like they are the only person to receive this kind of treatment. It is all part of their marketing strategy. Guess what? It is working. Their exceptional customer service sets them apart from other technology-centered companies who only want your money. Apple wants your loyalty. As far as public relations goes, Apple is doing very well. These seemingly small gestures of service are bringing customers back. They admit there is an issue in one of the generations or series of devices and they mend the problem for free. They admit it early, and whenever an unhappy customer brings an error to their attention, they keep the device, whether it is the iPhone or iMac to determine if all the iPhones created in the same week or month have the same problem. By doing so, they establish a very trustworthy relationship with their customer and when they enter a new product into the market, they don’t have to look very far for a target audience. They already have one formed, waiting for their next big thing.

It is so brilliant. All companies should learn from Apple. 

Sunday, April 10, 2011

What we can learn from the Sinclair C5


Recently for a marketing class, I was asked to read a piece describing the failure of a new-to-market product: Sinclair C5. Maybe you heard of Sir Clive Sinclair? He began the lab that created a very successful personal computer called ZX Spectrum. Anyways, he had a genius idea to develop an electric vehicle for personal use, thus the C5.

The concept of the C5 was quite brilliant. He designed a small, moped type vehicle for relatively cheap cost and decently user-friendly, for the 1970s. It was also electric powered. However, Sinclair, in his infinite arrogance, believed he had no reason to undergo any type of research on his target audience. He believed that if he built it, they would purchase. He targeted “14 year olds, the housewife for urban commuting and generally anyone else who needed to get about,” (Marks, The Sinclair C5, 1989, Vol. 23). Marketers tried to push the C5 as a ‘serious’ transportation option, meant to take place of cars and mopeds. However, the C5 could barely get 15 mpg and was unpredictable in traveling uphill. In all, the C5 did not perform how it was marketed, did not reach the market it intended and was overall a dud. Only 10,000 of the C5’s were even sold in all of England.

So then, what can public relations professionals take from the failure of the Sinclair C5? Basically, push managers developing new products or concepts to research adequately. Had Sinclair done his homework, he would know that making the C5 a ‘mail-to-order’ item would destroy any hope for a successful product launch. Public relations people need to make sure that there is a connection between the audience and the product and continue finding ways to improve that relationship. Also, public relations people could explain that understanding the audience and showing them the need they initially have for the product, will benefit the company tremendously.

Overall, Sinclair C5 is what NOT to do when developing a new product. It is something all public relations folks should read over and understand so not to make the same mistakes Sinclair did. 

The Sinclair C5 -  An investigation into its development, launch and subsequent failure by Andrew P. Marks, Paisley College of Technology, Glasgow. 1989, VOL. 23

Sunday, April 3, 2011

Tips for an Internship


My internship with The Richards Group is a great learning experience. From media lists and coverage reports, to press releases and editorial calendars – all of which I learned at UNT – I believe I was prepared for all that was thrown at me. However, there are some things school cannot prepare you for.


  • Own a watch. Seems so silly – why not just check your phone? Well, apparently, checking the time on your phone appears like texting or emailing. Checking your phone, even for the time, makes you look like a slacker. While you may honestly want to know the time, just buy a watch. And please, leave your phone in your pocket or purse.



  •       Don’t assume you know what you’re doing. When you get assigned a project, ask all the questions up front and double check you know what your boss wants. If you have to go back to them and ask the same questions, they think you aren’t paying attention. Cover your bases.


  •       Ease-drop. Know what is going on around you. Pay attention to your colleagues and especially your boss. Know what they drink and eat. Know when they take lunch and what times they are in meetings. Once you know these things, you can take initiative in proving you think ahead. You can bring them the coffee they want, or have an assignment completed before their meeting, without being asked. This is crucial in separating yourself from the pack.


  •      Have fun. That’s right – have fun. Enjoy what you are doing. If you aren’t having fun, find a way to make the assignment fun because otherwise, you’ll dread going to work. Honestly, if your work is not a fun place, you aren’t going to work hard. Even if you are incredibly talented, no one does something over and over again that they do not enjoy.


These are just a few things I’ve learned at my internship. This experience is something that will stay with me for the rest of my life. Hopefully, these will help you know what you are doing at your internship.