If you don’t, this post today may change your mind, because the best device out there right now, hands down, for customer service is twitter. And to back up my words, here’s a real-life case study that happened to me this morning.
I was starting out the day by paying bills and when I opened my DirecTV notice I saw an increase. Yup, DirecTV had a cost of living increase on my bill. It went from $109 to $115. I had been paying for the premier service and hence, I knew that I was paying for a higher priced package. But, now that I am in transition, every penny counts so I knew it was time to change packages.
So I called the 800 phone number to DirecTV and got a nice enough, but non-understanding drone. She read and re-read me my options and didn’t hear a word I said. All she could offer me was a $10 discount for 12 months or $20 off for six – and then after that period of time it would jump back again to the $115 package. Even though I have been a loyal customer since I became a home owner in 1999, it didn’t matter. DirecTV was not budging one inch even after I asked to speak to her supervisor, Shauna, a resolution specialist. Shauna was an exact copy of the first one. Just read me my rights.
Now, I did tell the sales reps that I am a cable executive and know how this end of the business works. I also added that I was an industry blogger and that I know several executives at the company (which is the truth). I didn’t tell them this to leverage a better deal, but mostly to warn them that I would probably blog about this. They didn’t seem to care. So the conversation ended with me telling them that I wanted to talk to someone else at DirecTV who would care that I have been a loyal customer. Shauna replied that there was no one else for me to talk to at DirecTV. I said I’d call someone at its El Segundo Headquarters and bid her good day.
I was a bit furious so I got on twitter and starting asking if anyone else had similar problems. And then after a clear moment of thought, I searched for DirecTV on twitter and realized that they had an account. So I sent them a tweet.
Here’s how it played out.
After my little twitter rants, about five minutes later I got a message from DirecTV on twitter. Marvelous.
Are pros destined to become glorified community managers?
It's Takes A PR Pro to Manage a Thriving Community
That was the question that got my attention today. It came in through my email from PR Week’s Paul Armstrong. You see every week he asks PR professionals a question that he would like us to comment on for his PR Fire Brigade Blog/twitter platform. His questions are all topical and extremely relevant, but this one just hit home with me right now. For my field is changing just like almost every one else’s. In fact, I no longer refer to myself as a publicist, but a media strategist. I set strategy and go after placements, even if the new placements are building communities. So my answer to his question is “YES.”
Paul’s tone of the question though irked me for it was a bit snarky due to his addition of the word “glorified.” That I do take offense to. I believe that as a PR pro, whether we are working with a journalist, blogger or managing a community – that it takes a special skill set and talent. Sure, anyone can take a photo – but a true photographer knows how to manually adjust the aperture and is knowledgeable about lighting, among other skills. The same goes for communication executives. Anyone can add friends to their Facebook page, but do they know how to build their brand online and handle negativity? PR pros do and more.
As a PR pro, I am enjoying implementing community management into my portfolio of services. To me it’s exciting. Whereas, as traditional media continues to downsize (last Monday’s ABC News report), the numbers of others we can connect with to promote ideas, people, companies continues to explode. The players may have changed, but the audience is ever growing. It’s a harvest out there in Community Land.
So I will be proud if one day my title includes the term Community Manager. I have always enjoyed promoting content and with social media, I have so many choices to reach great amounts of people with varying messages.
Speaking of titles, I attended the AMA’s virtual conference last week and there, I learned of a new corporate division called “COE.” It stands for “Center of Excellence.” The Center of Excellence, as I understood it, is the company’s watchdog group of social media. It’s there that policies are set and monitored as other divisions of the company utilize social media for their job functions. Pretty cool huh. I like these new titles. I wouldn’t mind having one someday that said, Cindy Ronzoni, Vice President, Center of Excellence, X Amazing Company.
Times are changing as our titles. Since we’re speaking of titles…what’s one that you would like to have one day? Do tell.
This post is NOT life changing or trend setting nor earth shattering…but, more of a pet peeve (sic) of mine at the moment. Since I’m digesting SO many commercials as I try to watch the Winter Olympic Games, I’m being forced to watch commercials. I’m one of those people who now DVRs everything, even if its live, and then zips through the shows sans commercials. But, with the Olympics, I can’t…so this is the first time I’m really seeing those silly cat commercials. Have you seen them? They are beyond stupid. I mean…really now. I do hope that the cat food manufacturers realize that the cats don’t watch the commercials. The one that got me going today was Purina Friskies “Adventureland” spot.
Have you seen this commercial? I think the Purina folks went over the top on this one. I mean are the cat owners really going to believe that their cat is going to experience walking down a red carpet, riding a fish gondola, and walking in a field with wild turkeys when it eats their canned food? This spot is so ridiculous. Can you imagine the agency pitching this idea.
Unbelievable. Sometimes you wonder what is going on inside corporations. If your cat has these types of adventures eating this brand of food…please let me know. I’m all ears. Even though I think this spot is ridiculous…they did get my attention from it and a blog post.
He’s a prolific author, a brilliant marketer, a visionary and one of the kindest human beings walking this planet. He makes the world a better place. And he makes my life better and he can do the same for you.
Mr. Godin embodies the modern day work force. He gets how we tick and what motivates us as workers, consumers and bosses. And he is our biggest cheerleader.
How so? Through his works, he tells us that we are allowed to dream and then, proves that we can actually achieve them.
He’s the light at the end of the tunnel during these tough, economic times.
He’s a linchpin – he’s indispensable. And he wants the same for you.
You may be scratching your head about my reference to linchpin and wondering what I mean. Mr. Godin’s most recent book is called Linchpin. I am in the middle of reading the book now and it is impacting my life like none other than, well, the Bible. But, I’ll use his words to describe it.
Here’s how Mr. Godin describes the idea of a linchpin.
A linchpin is an unassuming piece of hardware, something you can buy for sixty-nine cents at the local hardware store. It’s not glamorous, but it’s essential.
Every successful organization has at least one linchpin; some have dozens or even thousands. The linchpin is the essential element, the person who holds part of the organization together. Without the linchpin, the things falls apart.”
I am joining his bandwagon and will from time to time profile people who are changing others course of life; those who make a difference like he does. In “Linchpin,” Mr. Godin challenges us to choose to become indispensable – to create art – do more on the job – be innovative – live without a map – enjoy what we do.
Also, to show you how much he believes in this way of life, he asked his blog readers awhile ago to send in photos of people who were linchpins in their life. He then used these photo to grace the inside cover of his book. It’s a marvelous image which is pictured below.
We all have linchpins and so, I would like to honor those in my life. This is my first post of one of my linchpins and others will soon follow. If you would like to share yours with me as well, I’ll happily post them on my site.
Linchpins should be honored and shared. You can’t live without them.
Thank you Seth Godin for sharing your gifts with the world- you are helping others achieve a new way of life.
By the way, I emailed Mr. Godin to see if I could get his permission to use the term Linchpin on my site and being the true linchpin that he is – here was his reply.
WANTED: PR PROFESSIONALS WHO CAN CRAFT EXCEPTIONAL APOLOGIES FOR MASS CONSUMPTION
CLIENTS: WORLD CLASS GOLFER, FORMER PRESIDENTIAL CANDIDATE, GLOBAL CAR MANUFACTURER, TOP CELEBRITY, AFFORDABLE AIRLINE AND OLYMPIC COMMITTEE
Man, every time we turn around – it seems like some public company or public figure is apologizing. If you are skilled in crafting apologies that can be read well, but don’t have much meaning then you’ve got yourself a highly sought after career. Just look who’s needed an “apologist” of late.
Tiger Woods, Toyota (they need several actually), John Edwards, Southwest Airlines, The International Olympic Committee (after the death of the luger) and Charlie Sheen.
Apologies are all the rage.
Sorry seems to the a hard word to convey through a public apology
When writing apologies, I think one must keep in mind that no matter what when it is recited in public, the apologetic person will never win over everyone. I think we need to keep in mind that no matter how well it is written; nor how true the information – the said apology will be scrutinized by a critical public.
The reason for this post is that many people I talked to today felt Tiger just read a few words and was once again fell in line with his skills as a professional spokesperson. He is experienced in dealing with the media.
In case you haven’t seen it…here it is.
He does appear to be going through something and is showing signs that he’s understanding how much hurt he caused his family. And he did admit that he was a cheater. I do hope that he gets to the bottom of what is missing in his soul and is able to changes through treatment. It’s not fun seeing people in pain.
But, apologies are tricky things to write. And if you are charged with writing one – here’s my tip for the day – try and stay as true and authentic as possible that is as much as the lawyers allow you to do. Words from the heart and spoken without the perception of a teleprompter being present nor read from a script goes so much further to conveying remorse.
Just think about the apologies you had to personally give and/or receive. They meant more when the person looked you in the eye and said they were sorry. That’s how you should write them for the public too.
I apologize I’ve gone on too long in this post and would love to hear your thoughts on Woods’ apology and other such matters. Gotta run because live curling in on. Woot!
A Valuable Example in New Media PR – Thanks to Media Pro, Kevin Smith
For anyone who works in public relations, the Kevin Smith/Southwest Airlines situation is well-worth studying to learn how to properly handle crisis communications in the social media playground.
For those who are able to be near me, they hear me all the time say that the PR methods I used to follow are no longer applicable. That former business model is over and we’ve entered a new wide frontier where our learning is often played out in the public.
Yes, there are some same principles of crisis communications that are applicable to handling bad press in new media. For instance, the first rule of thumb – being ahead of the story does indeed always stand. But, since the new tools are immediate, that rule is often not able to be utilized.
Thus, there is so much to learn from this situation which some media have labeled “Fatgate.”
Kevin Smith Knows How to Communicate
In a nutshell, Kevin Smith, the director and writer of such cult-classics as “Clerks” and “Dogma,” boarded a Southwest flight taking off from Oakland headed for Burbank on Saturday, Feb. 13. Since he was loaded on a “stand by” basis, he was unable to purchase a secondary seat, which he normally does and after boarding, he for some reason was wrongly ejected off the plane by the pilot citing that he was a “safety risk.”
Smith, a savvy promoter and communicator, immediately tweeted about the situation and his outrage against the action. Keep in mind, Smith (twitter name @ThatKevinSmith) has over 1.6 million fellow twitterers that follow him. So his words were heard instantly.
Since Saturday, Smith and Southwest (SWA) have been going back and forth about the situation. Each have blogged extensively about it and it’s become quite the mess, but it’s an excellent lesson for us PR professionals in how to handle a bad situation from an influencer.
There are so many good lessons to take away from this situation, which Smith hopes is over. I could go on and on about this, but to keep this post brief, I’ll hit on some topline PR points.
I thought since we’re celebrating Valentine’s Day that I would comment on the way public figures not only use the media to promote their careers, but also to manipulate their love lives. Both can be very effective, yet, my post today is to help educate publicists to counsel your clients not to use the media in this matter. Case in point – The John Edwards/Elizabeth Edwards/Rielle Hunter/Andrew Young debacle. Ugh. What a mess.
How Very Sad That This Family's Life is Being Played out in the Press
Granted relationships are hard for everyone – and as such, there are times public figures need to comment on arrests, etc. if a heated discussion happens ( a la Charlie Sheen). The Sheen problems, I believe are being handled well. They are trying to keep as much private as possible and that’s good. They are not using the press to harm the other side at this point.
But, the Edwards situation I simply do not understand. I don’t know who’s handling their brands and with so much personal info publicly known thanks to Young’s book, I don’t know if they can ever rub the tarnish off the family silver so to speak. The damage has been done and there’s not one side that is looking good at this point.
I first was going to write that I felt for Elizabeth and I do, but she is just as much a PR heavy-hitter as the others. She just filed a lawsuit against Young saying he allegedly aided in causing their marriage to end. Elizabeth should be mad and feel hurt and betrayed. But, she needs to heal on her own and get the support she needs privately. She doesn’t need to be in the spotlight now. She needs to let go and realize she’s better than the man she married.
John, on the other hand, why did he have to leak to the press that he is engaged to his mistress and mother of daughter Quinn? And it happened days after Elizabeth announced their legal separation. What a creep. Why couldn’t he have waited. Did he do that just to hurt Elizabeth?
I could go on and on about this bad separation. If you Google this situation you won’t believe what comes up – sex tapes, voice mails, altercations in bathrooms, threats of suicide, lies, special phone numbers – all so very sad. And this from a man who thought he’d make for a great U.S. President. He can’t even handle being the head of his house.
I am going to stop paying attention to this embarrassment and I wish the press could too. Some one has to stop them from using the press to get digs into the other. We all don’t need to know anymore details. Can the rest be played out privately? Where’s the love?
Should Jennifer Take Him Back?
Speaking of love – I was at the grocery store this week and I saw on the gossip rags that Jennifer Aniston wants to take Brad Pitt back. I do understand having your heartbroken by your one true love. I know what is it like being abandoned from the love of your life. But, I also know that if that man walks away from you…then he’s not worthy of you. She shouldn’t take him back. She did nothing wrong for him to leave her in the first place. And she needs to remember that. But, I hope for her sake and Brad’s sake…that they keep things private.
Remember keeping things private is the best PR advice you give your clients for personal matters. The media will get upset, but, they will always be there for you if you have news to deliver.
Did you happen to catch Google’s 60-second “Parisian Love” commercial during last Sunday’s Super Bowl?
Google Scores A TouchDown during the Super Bowl
My guess is that you did for the annual football contest broke all television ratings records, delivering nearly 107 million viewers. This was an incredible feat in today’s day and age, because we have so much choice now for means of engagement. But people tuned in and watched a heart-warming, closely-contested brilliantly played football game. It was a pleasure to watch with terrific game plays and few penalties.
But today’s post isn’t about the game and its record ratings, but about the Google masterpiece.
At first blush, I tweeted that I thought this was a blah commercial…a no brainer for us that use it regularly. But, after much thought, I was in awe of its simplicity and how well it described its true function. The commercial was on point and perfectly described what it did and then some.
For if you really think about it, how else would you describe Google other than its an amazing search engine. It’s made to search and search everything. Thus, this commercial was spot on. Perfect. It was true to its product and use.
It also is a great reminder to all of us who create messages whether its a press release, a promo, a viral video or a Yelp page. Is the message clear? Does the message depict the product?
A great example of a failure in this area is the Go Daddy commercials. For those unfamiliar with its web products, you would have no idea what the product is. It sells shock and awe and Google sells class.
So keep to the message. Stay on point. Be true to who you are and you will see it will pay off in droves.
Hats off to Google.
Also, did you get a whiff of what they are up to regarding social networking with Google Buzz. You can learn more by watching this demo below. I can hardly wait to start using it. I love gmail.
What did you think of the Google ad? Do you believe in a simple approach or a one that leaves you with a shocking message? I’d love to hear your thoughts.
Does Toyota ever need crisis communications– for this once-stellar company is hemorrhaging everywhere. Every time a new edition of an online report comes out there seems to be some new allegation or fine being imposed on this global Japanese car manufacturer. They are in a heap of trouble.
As I mentioned yesterday, no one has answered whether or not the cars in question are safe to drive. Transportation Secretary Ray LaHood, in a congressional hearing, appeared to warn owners not to drive recalled vehicles, but he later said he misspoke. He just really wants Toyota car owners to get their cars fixed as fast as they can.
And speaking of fast, I’m sure Toyota’s corp comm team’s heads are spinning. For as they put their finger in one dike, another hole breaks through their steel veneers. I’ve been reading that they may be facing hefty fines for not addressing this issue fast enough-the first reports came in ‘07. And now it appears that other models have problems- their crown jewel the Prius may have faulty brakes. And then to top it all off, Toyota’s stock fell 6 percent today. Believe me, there’s no one happy at Toyota, except maybe the Dealerships, which will be making tons of money fixing these issues.
When bad things keep happening and happening, the best thing any company should do is address each problem individually and as soon as possible. Whatever money is left in the coffer, I’d invest in outside PR agencies to handle specific segments. I’d give one firm – customer relations and the proper protocol in communicating to car owners. I’d give another investment relations to handle the stock issue. I’d hire a marketing team to address new marketing materials, slogans and advertisements. I’d be hiring video production companies to produce commercials that showed the company has rectified the problems. I’d hire another agency to handle the messaging to each dealership for all the dealerships need to be on the same page. And lastly, I’d hire a global PR firm to handle questions about car safety coming from the other countries.
As you can see this is a multi-pronged public relations problem. What it really is – is a big mess. Toyota employees must be reeling. I know people who work for that company and I have always admired how Toyota has taken care of its employees. Did you know that they have a gym on site and they encourage their workers to stay in shape! How great is that.
I have a theory in all this…sometimes when you get so successful…you take things for granted and are not as keen on your game. Well, if this is what happened to Toyota, then their eyes certainly are wide open now.
Despite all…as a Toyota customer…I’d buy another one of their cars any day. It really is a great product that they need to fix now.
Yoo hoo…Toyota…if you are looking to fill out your corporate communications team, I’m available! And I know a handful of others who would be terrific too!
I own a Toyota and even though my car is not on the recall list, I still wonder if my car will accidentally lunge forward. There are just too many models that are affected for me not to think that it could happen to mine as well. So, if I’ve lost some confidence in my car’s manufacturing – you can better believe that those who own Toyotas on the recall list are a bit worried as well. And they have every right to be. Lives are on the line.
Did you happen to catch Toyota’s open letter this morning. Let’s just say they didn’t exactly fill in all the blanks and their attempt to provide answers – isn’t hacking it with its customers. This is a PR crisis accerlating or pardon the pun – lunging out of control. There’s no telling if there is any stopping of it at least during this month or the next six.
Toyota’s lettter from Jim Lentz, President and Chief Operation Office, Toyota Motor Sales, U.S.A., assures customers that they are ‘doing everything they can – as fast as they can – to make things right.’ However, when I visited their website there’s a note at the top that they recognize that customer’s calling the Toyota Customer Experience Center are experiencing lengthy waits. I dialed the number (800-331-4331) and after hearing two lengthy spiels where they reinterated what’s on the website I pressed “1″ and got immediately switched to an actual person who introduced herself. That was done right, however, there are only certain hours that the switchboard is open – and with 4 million cars affected – they should have opened the switchboard 24/7 the first week. When my family is in jeopardy, I want to talk to a responsible human being and not be pushed to a website with a video from the President. I have to admit Pres. Lentz did appear concerned while reading the teleprompter. And he should be – he’s got a mess on his hands and how.
But, what I really want to chat about today is how Toyota’s corporate communications department has been handling its messaging. If I was Ebert, I’d give them a “THUMBS DOWN” for the following reasons:
Toyota waited too long to respond to the initial problem. Consumers knew of this issue for too long – the floormat issue was in 2007 – and now today we get the open letter.
The letter doesn’t say much thanks to Toyota’s legal team who scrubbed and scrubbed it – removing any incriminating words and other wording that might make Toyota more libel for its actions.
Toyota’s media plan is steeped in corporate jargon. Where’s the personal touch? Where’s the assurance that this problem will be 100 percent fixed by installing a shock absorber to the pedal?
More importantly, where’s the assurance that the vehicles on the recall list are safe to drive until they are fixed.
And customers are skeptical that this is the cause. There has been some finger pointing between Toyota and the pedal manufacturer which has been raising eyebrows. This needs to be cleared up in the public’s eye.
Just a little fix, supposedly.
Toyota has been responsible though, not all has been mishandled. They did jump in and create a solution and has been listening to the government regulators on the case and they did shut down their production line. That’s revenue lost along with their brand recognition.
You know misshaps can happen to every company and when they do – it’s best to come clean as soon as possible. You have the customers you do, because they believe in your product – so give them the same respect back. Provide them with answers and service however and whenever they need it. Remember that customer care is about “caring for the customer” no matter the loss to you. It will come back to you in droves.
So, be transparent. Tell the truth in crises. And fix the problem. The customers may feel out of sorts that they have to return to the Toyota dealership for the fix, but that’s minor compared to the real issue. They mostly care about safety. Safety comes first for customers and companies.
Also, Toyota has opened itself up to ridicule and public attacks. For whenever vulnerabilities are present – there are others waiting to take advantage…look at how GM is rubbing salt into Toyota’s wound. They are helping to infuse that Toyota’s cars are not safe.
Toyota has a nightmare on its hands.
Do you own one of these Toyota’s? What’s your take of this situation? I’d love to hear it.
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This post is NOT life changing or trend setting nor earth shattering…but, more of a pet peeve (sic) of mine at the moment. Since I’m digesting SO many commercials as I try to watch the Winter Olympic Games, I’m being forced to watch commercials. I’m one of those people who now DVRs everything, even if its live, and then zips through the shows sans commercials. But, with the Olympics, I can’t…so this is the first time I’m really seeing those silly cat commercials. Have you seen them? They are beyond stupid. I mean…really now. I do hope that the cat food manufacturers realize that the cats don’t watch the commercials. The one that got me going today was Purina Friskies “Adventureland” spot.
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