Author Archives: Cindy Ronzoni

About Cindy Ronzoni

Cindy Ronzoni is an award-winning communications executive who has headed up corporate communications and publicity departments at major entertainment studios. She blogs about PR trends and interesting items here at Cindyronzoni.com and writes about her industry and small business at her company's site, Socialspreadmedia.com.

Automotive TV Programming

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Audi gets Modern -- ABC/Richard Foreman

What the heck! I thought I was watching television programs, however, as of late, I’ve been mistaken. What I thought were TV shows actually were full-sized car commercials.  And this practice is driving me crazy!

Over the last couple of weeks, I’ve learned about Ford’s Lommel Proving Ground in Belgium by watching CBS’ “The Amazing Race.” I saw works of art created from Fiat 500 parts on Bravo TV’s “Work of Art.” I watched Bravo’s “Top Chef: Texas” contestants get to know each other better on a car trip in Toyota Siennas and on ABC’s “Modern Family,” the Audi A8 is the car that patriarch, Jay Pritchett (Ed O’Neill) drives.

Are car manufacturers getting smarter about advertising and/or television companies getting dumber about integrated content?

My answer to that question is car makers and TV companies both win in this new form of content integration. Consumers, as usual, are on the losing end.

Ford and "The Amazing Race" Segment of Fun

Do you think that those of us who watched Ford’s Mustang challenge on “The Amazing Race,” didn’t for one minute not realize what a great commercial that was? I have to admit it was an entertaining segment and it was interesting to see this exclusive test track…but the whole time I watched it I knew it was also a commercial message. A very clever and I suppose an expensive one too. Here’s a clip of it so you can see for yourself.

Two years ago the state of the American Auto Industry was dire. Now, it appears that the Industy has full wallets again and is rebounding nicely, so much so that they now own the TV airwaves! Talk about a 360 degree flip. It’s the media companies now who can’t bring in the dough that they used to due to new distribution platforms. They now NEED advertisers like car manufacturers to help them pay their bills.

Will it pay off? I guess the proof is at the dealerships.  Are more people buying Audi’s because they want the car Jay drives? Are people buying Fiat’s because they liked the car parts in “Work of Art?”

At the end of the day, it is all about eyeballs. And by a Toyota Sienna being seen on “Top Chef” episode is probably a larger audience that would see a regular commercial that gets played over and over and over that our minds just tune them out. For me personally, I am over that Prius holiday commerical-I’ve seen it too many times for my own good and I’m a Prius driver.

At the end of the day – WE’RE ON TO YOU TV COMPANIES AND CAR MAKERS! Let’s hope that this trend doesn’t continue for it will wreck great shows like BBC’s “Top Gear,” a true car show. I mean, after a while, they all will start to look the same.

I’d love to hear your thoughts if you’ve noticed the uptick in TV car integration and what you think about it all.

Off to watch more Car TV Programming. How about you?

Cindy

The PR Secrets Behind Auto Show Press Days

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Fiat gave out the most interesting media tchotchkes - a collector's box and key chain

Ford Motor Company recently invited me, a corporate communications executive and PR industry blogger, to attend the press days at the Los Angeles Auto Show.  Most media attending this event would be reporting on new models for the coming year, hiccups in design and stalled launches…those sort of automobile type stories. I, however, had a different experience and loved observing how each car manufacturer conveyed its corporate messaging through press conferences. So in today’s post, I’m going to let you in on some of the PR magic associated with major car shows. Continue reading “The PR Secrets Behind Auto Show Press Days” »

Ford’s Social Game

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Ford and Zynga partner to present the world's first social game for a product reveal

Attending the Los Angeles Auto Show as a member of the press, I thought that I was going to hear an earful about added horsepower, hemi engines and fuel-efficient cars. Never did I imagine I’d be learning about the world’s first social gaming initiative for a product reveal.

FORD AND ZYNGA PARTNER ON PRODUCT LAUNCH

In full disclosure, Ford Motor Corporation through Scott Monty offered me the opportunity to receive a press credential to cover the LA Auto Show.  That offer did indeed impact my desire to cover Ford’s press conference, but, even if I hadn’t been a guest of Ford, I’d cover this story for it’s game changing and absolutely brilliant. Ford is definitely breaking new marketing ground and thinking outside the box in connecting with consumers.

Ford has partnered with Zynga, the world’s largest social gaming developer. What? Yes Ford, one of the largest car manufacturers on the globe has partnered with Zynga’s Words with Friends game (think online Scrabble) to launch the all-new model of the Escape, the company’s newest sport utility vehicle which will arrive next year. This new model includes 11 new exclusive features, including an available hands-free power liftgate that allows quick and easy access to cargo with a kick of the foot.

Just a kick of the foot and your hatch can open! Pretty smart thinking Ford.

Yeah, this stuff is cool…but I can’t get over Ford’s brilliance in understanding the power behind social gaming, which a few years ago was known as casual gaming. According to a survey conducted last February for Popcap Games by Information Services Group, one hundred million people are playing social games and approximately $1 billion in revenue is expected this year. Did you see that figure – over 100 million people play social games.  So, if word-of-mouth is the best form of advertising, Ford is on to something marrying a launch of a product with a social game. What a brilliant move. Bravo Ford.

SOCIAL GAMING IS GOOD PR

I was able to videotape Jim Farley, Ford Motor Co.’s Group Vice President of Marketing, Sales and Service, as he announced the Zynga deal as well as their new reality web component called Escape Routes. Ford is teaming with Emmy award-winning reality producers to create an interactive web series and are going to send out six teams of two in a Ford Escape and embed a blogger in each car. The teams will be cast and the series should resemble CBS’ “Amazing Race.” To find out more or to learn about local casting calls, visit Escaperoutes.com.

Want to hear about Ford’s social gaming initiatives yourself. Check out the video of Jim Farley below from the company’s LA Auto Show Ford press conference.

Zappos Creates a Motivating Culture

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The minute you arrive at Zappos you feel like Royalty.

I’ve read that Zappos corporate culture is one to definitely envy, but I never realized how its management style and customer care procedures are game-changing.

I found out firsthand what Zappos was all about last week when I embarked on the Zappos Insights Tour at its Las Vegas headquarters. What I found inside was surprising. First off, when I attend concerts or go to Disneyland, I’m always told not to shoot video or flash photography. At Zappos, they encouraged us to video tape anything that we saw or was said. No only do they have a no-doors policy (they have no offices), but they believe in 100 percent transparency.  And that’s not all.

In order to keep this blog as short as possible, I’m going to list some of Zappos’ unbelievable attributes.

  • There is an employee who is known as the “Goals Coach.” Her responsibilities include meeting with employees and holding them accountable for a personal goal that they want to achieve for 30 days like learning spanish or kickboxing.
  • They believe in a personal and emotional connection with customers. And the people handling customer service do not use a script for as they say “you can’t script a conversation!” This was my favorite communication take-away.
  • All merchandise is photographed on a humans, not mannequins. That way the consumer can truly see how the dress looks like as a true size 8.
  • Every order received is packaged and sent within two hours if the items are in the warehouse which is located in Kentucky, right next to UPS’ main hub.
  • Staff are encouraged daily to send thank you’s to customers that they want to acknowledge in some way. They can send a card, a cookie basket or flowers to any customer of their choosing. They also can tape a video singing Happy Birthday to a Zappos consumer. Who wouldn’t love that special attention.
  • Executives do not have flashy titles nor offices and sit in cubicles right between the entire staff. Employees can talk to them at anytime for they don’t have a “closed-door policy.
  • Since the company is 24/7, they offer food in the cafeteria and drinks non-stop.  Also, if you get a bit sleepy and can’t drive home, there’s a room where you can take a nap.
  • Even though as you walk the floor it appears that people are just having fun and chatting with other workers, but there is work being done. This fun atmosphere motivates others to do the best they can for they love their company.
  • The benefits are top-notch and Zappos pays all medical monthly dues for the employee. They also offer adoption perks among many others.

If you are fortunate to work at Zappos, it’s hard to leave. What other company would offer this much ‘happiness’ on the job? In fact, Zappos will pay brand-new employees $2,000 to quit…but they don’t. Why? Because Zappos is the “Best Company to Work For!”

Want an inside peek as to what I saw? Here’s a brief video that captures some of the Zappos culture. I hope you enjoy it.

Marketing Seasons

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Lights are Great During The Holidays, But a Nuisance After Flickr Credit: Patti Haskins

I think you’ll agree with me that Christmas lights on homes in November and December are super cool. Christmas lights on houses in May and June are just wrong. Hence, the purpose of my post today is talk about marketing seasons and whether or not some top marketers are super cool in knowing the proper length of time to run their campaigns.

YUMMY RED CUPS

First up…the Starbucks Holiday cups. We all know them and when they are in our hands then it is in our heads that the holidays are upon us.  Guess what? The new holiday cups have already arrived and are being held hostage at your local Starbucks until November 1.

Starbucks Holiday Cups Hit the Stores November 1 -Flickr Credit: Mastemaq

Yes, that’s right. The day after Halloween Starbucks thinks its time to start getting ready for the holidays. With that, comes your favorite perennial drinks like Eggnog lattes and Peppermint While Chocolate Mocha (I can taste it now). But, don’t you think it might be a tad bit too early? I mean don’t you think Starbucks is short-changing fall and Thanksgiving a bit. I mean I love the Pumpkin Spice latte too, but it doesn’t hold a candle to the Peppermint Mocha. Do we ever get a breather from October through January 1? I mean we’ve got Halloween costumes to buy, then turkeys and pumpkin pies and after all that Christmas presents. It’s buy, buy, buy.

MONTH-LONG MARKETING CAMPAIGNS

On another note, I’d like to take a look at Month-long marketing celebrations like October being Breast Cancer Awareness month. This was a time that was personal to me and I did my best to bring attention to its importance and even turned this blog into pink hues to commemorate this campaign. There were newspaper features, TV news segments and movies of the week devoted to this cause at the start of the month. But as we end it…have you noticed it is petering out.  This weakening is making me feel that a month may be too long of a time to sustain a movement. I mean couldn’t it all have been just as worthwhile, marketingwise, if it was just a week!

LAST THOUGHT

If you are a marketer I hope that you carefully examine the length of your campaigns. It’s so important to stay in that sweet spot of effectiveness. If you ask me I’d tell you its a better practice to end an campaign on a high note, then extend one too long. Seasons are tricky so do your research. I don’t want you to lose the impact of your brilliant marketing campaigns, because you left your Christmas lights up too long.

Me. Well you’ve guessed it. I’ve taken down my “pink” breast cancer color with this post…I hope I did it before it became un-cool and come Tuesday, I’ll be in line for my Peppermint Mocha.

See ya online.

Cindy

Breast Cancer is Closer than You Think

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Carol Ronzoni's Piece of Art

Breast cancer. I never thought those two words would enter my life. But they did last May when my 83-year-old mom was diagnosed with the disease.  She was one of the nearly 290,000 women in the U.S. who have tumors discovered in their breasts, according to the American Cancer Society.

EARLY DETECTION IS KEY

What causes this disease? There are many factors that are linked to cancer including family history, gene mutations and a women’s reproduction history. I can venture to say that almost everyone reading this article knows someone who has been affected by this disease for it is estimated that one out of every eight women will be diagnosed with breast cancer in their lifetimes. One in eight…that’s a number too close to home.

The disease comes in many forms and has a variety of treatments. My mom was extremely fortunate that her lumps were found early in their first stages of cancer.  She initially was brought in for one breast tumor, but in a MRI it was discovered that the cancer was also present in the other.  As a result, she underwent a double mastectomy and is healing well. Thank you or all your prayers who have been a part of this with us. With that, I can’t emphasize the importance of having an annual mammogram for women over 40 or immediately after a lump is discovered. Early detection is key with this particular disease.

This post is dedicated to my greatest hero, my mom, and to every women, child, husband and family affected by this disease. I am sending you my support and encouragement to all those who are dealing with this disease in your household. I am sending you my best wishes and will happily pray for you if you let me know.

NFL AND BREAST AWARENESS - A GREAT CATCH

PINK IS ALWAYS APPROPRIATE

I appreciate all the attention that is drawn to this cancer every October with Breast Cancer Awareness month.  Some companies that doing their part are The NFL who is bringing recognition to the disease by having its teams accessorize in pink; Yoplait for its 13th year is  sponsoring “Save Lids Save Lives,” a campaign donating money to breast cancer outreach programs and Lifetime Network who has produced a TV movie about breast cancer, “5″, in support of bringing more attention to this disease.

The hospital, Presbyterian Intercommunity Hospital (PIH), who treated my mom planned a special event for breast cancer survivors. The Hospital sponsored a special art show where breast cancer survivors decorated bras to tell the journey of their disease.  My mom participated in this project and it definitely assisted in helping to lift her spirits.

Her particular bra for the “Bra-Vo” contest was as a beautiful as she is…it’s a positive look at the cancer and I wanted to share her story with the world.  My mom does make this world a better place to live…and I hope that her story helps to inspire others.

Here’s my mom’s story.

YouTube Will Soon Give Cable a Run for its Money

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Will TV Sets Be Put Out To The Pasture? Flickr Credit: Jonny Baker

“Honey, what’s on YouTube tonight?”

It’s hard to believe that question will soon be asked nightly in homes across the globe, isn’t it? Never in my day did I think another content platform would be born that allowed newcomers with the accessibility of something that normally only was available to those with extensive film pedigrees. But, now Google Inc’s. YouTube video service is taking on Hollywood and people are getting the chance to become mainstream or um webstream producers.

Should it Now be Called HollyTube?

In case you didn’t get a chance to read yesterday’s Wall St. Journal article on this matter, YouTube is investing more than $100 million in cash advances (glad someone has that kind of cash!) to have content produced exclusively for the video service.  One of the first content producers who has signed on is Tony Hawk, the skateboarding wunderkind. According to the article, deals are also being worked out with Warner Bros. and News Corp.’s ShineReveille Studio.

The goal for Google is to go after substancial advertising dollars for this fare. Advertisers in the past had been hesitant to sponsor YouTube videos due to the fact of how low quality they were produced and the content.  By YouTube producing “quality” content and building its own channels, the company hopes to take on the cable and broadcast TV industry.

That Darn Lag

No matter how many channels YouTube implements, the one thing that will absolutely keep me from watching is that darn lag time that I experience almost every time I watch something on YouTube via my computers.  You know what I mean? I can’t stand how it stops and starts as it renders. Ugh!

Now, if they invent something to get that fixed..then I might be in.  And soon may checking my local YouTube listings.

How about you? Will you watch YouTube’s soon to be released channels?

 

CW’s HART OF DIXIE Brings Comfort to Monday Nights

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On behalf of Klout Perks, I was offered the opportunity to review “Hart of Dixie,” a new The CW series starring Rachel Bilson formerly of “The OC.” This is the first time in my career that I have been eligible to review a television program and I’m thrilled to finally be able to do so.  I am an entertainment publicist by trade and as such, I usually represent networks, program, producers, journalists and talent. This role normally precludes me from having an objective voice. However, now through Klout Perks and The CW, they are providing certain bloggers with the chance to critique and spread the news about their programming.  (Full Disclosure: I am not affiliated with anyone associated with this program and/or anyone or an organization where it would be considered a conflict of interest. This review represents my own opinion for cindyronzoni.com.)

Now with that out of the way -let’s get on to to the review.

  • TV Show: Hart of Dixie
  • Network: The CW
  • Premiere Date: September 26 at 9 PM ET/PT
  • Ronzoni Rating: 2.5 out of a 5 Star Rating (Meh)

If you closed your eyes and heard the audio dialogue from the Hart of Dixie, you would definitely be able to identify its formula for it is not new. Sadly, Hart of Dixie is a drama series derivative of so many others like One Tree Hill, Hellcats, Life Unexpected and The OC. It’s a formula that works and entertains a female audience by providing a sweet story of an underdog female heroine who’s thrust into facing the challenges of moving to a small home town.

In this case, the fish is Rachel Bilson, formerly of Fox’s The OC, who stars as the series main character Dr. Zoe Hart, a fast-talking, fashion-minded, in shape New Yorker. Dr. Hart had her “heart” set on a earning a prestigious New York hospital fellowship, but, when that dream fell through, she heeded her professor’s advice to work on her bedside manner. As a desperate measure to get out of town and work on her patient etiquette, she latches onto a request from Dr. Harley Wilkes (guest star Nicholas Pryor), to join his small time medical practice in Bluebell, Alabama.

In the pilot episode, Executive Producer Josh Schwartz sets the stage for the new show by introducing all key members of the cast and explaining the storyline. Although, there is nothing new under the sun with the story telling, the show is well acted and the pilot is sweet to watch despite its predictability.

"Gumbo & Glory"-- Pictured (L-R) Rachel Bilson as Dr. Zoe Hart and Scott Porter as George Tucker in HART OF DIXIE on THE CW. Photo Credit: Michael Yarish /The CW&©2011 The CW Network, LLC. All Rights Reserved

One of best surprises of the show was the casting of Scott Porter as the local love interest for Dr. Hart. Porter was an original cast member on Friday Night Lights and his fans will be pleased that he is a part of weekly television once again. He, as George Tucker, and Bilson, as Dr. Hart, are definitely the strong points of the show and both hook you quickly into feeling the love sparks between them.

If you happen to enjoy watching soap operas or reading romance novels, then Hart of Dixie is definitely your cup of tea on Monday nights this fall.

In case you are curious about the show, here’s a preview clip for your enjoyment.

What do you think? Are you going to watch its premiere? Do tell.

Best,

Cindy

 

Can Charlie Get Back His Sheen?

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Charlie is Still Driving His Messaging, But Now in a Good Way Credit: Ian White

Can you “win” too much?

In the case of Charlie Sheen, he’s gulping a tall glass of mea culpa and eating humble pie right now for he’s done just that – except his winning wasn’t that, it was the opposite…losing. And now after not being able to handle being fired from a $1.2 million dollar a week paycheck on CBS’ “Two and a Half Men,” he is trying to mop up after himself and doing a PR about-face.

Do you think Charlie will be able to rebound after his unstable recent past?

I know I don’t need to explain Charlie Sheen’s predicament and what led him to start his own crisis management. You all are too well aware of his podcasts, tweets, live shows and contentious battles with his former employers, Warner Bros. TV.

However, all of a sudden Sheen has apparently seen the light. I don’t know where and when the light bulb went off and he started realizing that he was a tornado that was destroying everything and everyone in his path. But, I’m glad he did and I’m happy that he’s trying to make amends wherever and whenever possible.

As a PR practitioner, Charlie Sheen has been an amazing case study to follow. From being a train wreck taking his own PR into his own hands last March, to now, publicly pleading for forgiveness, we all can learn from his mistakes. Sheen is on the Good Ship Lollipop PR train doing whatever he can to be self-deprecating about his past and trying to move forward so he can be perceived as a stable employee, father, son and well, human being. But is that enough?

From firing his longtime publicist early last year, he’s now employed one once again.  And although, he was allowed to be a presenter at the Emmys for ratings, you have admit that it was smart strategy to use that platform to publicly apologize and try to save your face. Can you think of another venue that would allow you to be in front of over 12 million viewers in one swoop?

PR WHIRLWIND

The PR profession is alive and well and in full operation with the triad surrounding Sheen. Not only is Sheen trying to stay in the message, publicists for “Two and a Half Men” are trying to keep their message in the trend whirlwind as well. For no matter how you slice it, when Sheen speaks, the media and public listen. When someone from “Two and A Half Men” speaks…they have to speak loader to get noticed if Sheen is not recognized. He is a news magnet.

With that, have you noticed Ashton Kutcher making the rounds to talk shows? Did you see Jon Cryer get a star on the Walk of Fame? CBS’ PR team is on high alert to succeed this year without Sheen.

Who will get the last laugh? Well, if you tuned into Comedy Central’s Roast of Charlie Sheen Monday night  (another perfectly timed appearance), Charlie would tell you he’s already won.

And who could argue that! He’s now allegedly getting a $25 million settlement and doesn’t have a financial worry in the world. However, with this new Charlie we are seeing, he has a conscious and an awareness that his behavior was in poor judgement. I just hope he starts the healing process toward finding that peace that passes all understanding.

Time does heal all wounds…and the viewing public will come around once he consistently proves that he on the stable train to wellness. That’s the best PR he can buy.

Don’t take my word for it. Here’s Charlie’s view from his recent roast.

Roast of Charlie Sheen Mon, Sept 19 10/9c
Charlie Sheen – Charlie on Mars
www.comedycentral.com
Comedy Central Funny TV Shows Roast of Charlie Sheen

 

 

Simplifying Public Relations

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The Salvation Army Knows How to Relate On All Fronts - That's Good PR. Flickr credit: Tojosan

Yesterday I was interviewed by at third-year college student for an assignment in one of her public relations classes.  I do about a dozen of these a year for various students and I love how each one is always different. This particular student wanted me to define what public relations is…and so I threw it back in her court to answer first. She gave a very intelligent long answer about like its caring for a brand and communicating messages effectively through the use of journalists. But I told her my answer was in the title. Public Relations is just that. Public – Relations.

KEEP PR SIMPLE

It’s all about how you relate to the public, the media, colleagues, companies…public relations is about relating in any form or fashion.  It’s really that simple.

Public relations professionals are only as good as their contacts and as good as their strategies for spreading a message.  And that’s why social media is the perfect complement to public relations. Success on that platform deals with how well a person can provide engaging content.

Sometimes when looking for an answer, its right in front of your face. PR people often forget that at the end of day that it is how well we are able to communicate to others how they should write about whatever we are representing.  Therefore, for anyone starting out in the PR field or for those who are responsible for that area in their job, they should heed these simple suggestions.

TIPS FOR PR SUCCESS

(1). Don’t ever assume people will write about your product. Great content will get covered if its story is told interestingly for coverage.

(2.) A press release on its own is never a good strategy for pick up. Distributing press releases over a wire will not garner top-notch results, because you need to send it to a targeted list of people whom you know that cover that sort of product. It’s a left-right punch.

(3.) Relationships are the key to any business. Therefore, build up your followers and fans so that when you need some help in starting a movement, you have a terrific base to start from and grow upon. Keep meeting people online and in person – every connection made does present some opportunity.

Yep, it’s that simple. If you know how to relate to others, then you are on your way being a success in public relations. That’s my PR tip for the day.

Cindy Keeps It Simple

Cindy Ronzoni is a public relations veteran who has been building media relationships her entire career. She often speaks to college students and provides seminars to train small business professionals. In all her efforts, she exhorts simplicity in all that she does.

 

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