The Public Relations Blog

Background

During the early 1980s, Johnson & Johnson’s (J&J) Tylenol suffered a catastrophic setback due to product tampering that resulted in the deaths of seven people. News of bottles being laced with cyanide quickly spread, creating a nationwide panic that was expected to cause irreparable damage to the brand’s image. Many experts assumed nothing could be done to repair the injury done to J&J’s most profitable product. However, the pharmaceutical company would embark on a public relations and media relations strategy that not only minimized reputational harm, but also led to sales rebounding to pre-crisis levels.

PR Success Stories: Headblade

Background

Faced with the onset of baldness from an early age, Todd Greene realized he had two options: either spend a lifetime using hair products, or shave. Choosing the latter, he soon realized the cumbersome unsuitability of traditional razors when used on one’s head. Todd sensed an opportunity and designed “HeadBlade,” the world’s first razor to sit comfortably under the hand, created specifically for head-shaving. However, to Todd’s disappointment, big companies such as Gillette and Schick were unmoved by his invention.

Background

Victoria Knight-McDowell, a 2nd grade school teacher had developed a blend of 17 herbs infused with zinc, amino acids, vitamins A, C and E, and marketed it as a natural preventive and cure for the common cold. In an effort to gain greater publicity for their product, Airborne, Victoria and her husband relied primarily on utilizing the general public’s approval and affection to spread knowledge of the brand.

Background

Charlie Lubin’s decision to utilize the power of public relations in promoting his baking company, Sara Lee, is perhaps one of the best examples of how a PR agency’s creativity can turn a small startup into a nationally recognized, multi-million-dollar corporation. Founded in 1949, Sara Lee’s unique concept lay in creating cheesecakes with real butter and extra eggs, a stark contrast to the typical industry practice of the day. Charging 79 cents per cake, Lubin had customers paying more than double the price of his competition. Chicagoans didn't mind, it seemed, as Sara Lee's cakes increasingly became a city-wide sensation. Seeing the full potential of his cakes, Lubin decided to implement a national expansion. His only roadblock was his financial inability to pay for a costly advertising campaign.

Anticipating a specific public relations crisis isn’t always possible. Unanticipated crises pop up on social media so often (and spread so fast) that companies can find themselves in deep trouble even when they did the right thing.

Background

For much of its history, bourbon has suffered the negative reputation of being an excessively strong and harsh spirit, an unpalatable quality for drinkers desiring something they could sip and enjoy. Distilleries, as a result, would see sales plummet and would have no choice but to close. It was within this atmosphere of a decaying industry that Bill Samuels Sr. founded Maker’s Mark, a bourbon promising to deliver a softer taste that could be savored. Despite the potential of being a popular and marketable product, Maker’s Mark did not sell and failed to live up to Bill’s vision of success. Even the addition of a visitors’ center at the Kentucky distillery did little to improve the startup’s fortunes. For the company to become profitable, the Samuels family would have to reverse the public’s perception of bourbon being a “working toughman’s” spirit.

Is your website easy to read? The best practice for website readability, according to www.Webaim.org, is to use fonts with styles of letters that are "friendly."

Defining Social Media - Is It The Next Marketing Gold Rush?

Regardless of which business sector you're in, it's hard to escape the news - and hype - about social media. Is it the next marketing gold rush? No, it's just another element that may fit into your sales-building marketing plan.

Public Relations Innovation The Nordstrom Way

As companies rebound from the economy, it's time to re-think and re-innovate your public relations. Whether you're in the business-to-business or business-to-consumer sectors, "personal connection-oriented marketing" still works.

A well organized social media strategy gets your name, story and ideals in front of potential customers with every post. When they come to you, greet them with a gold-standard experience of a lifetime and they'll stay with you. Superior customer service will make all the difference to your company's brand experience.