I'm blogging about fashionable events, strategies and campaigns worldwide. PR Pret-a-Porter is about public relations, branding, marketing, e-stuff and what I recommend as a fine observer of the market.

Anti-cheese campaign

I found days ago a great article in PR Daily about an anti-cheese campaign with tips for the PR team in order to manage this situation. Basically, the Physicians Committee for Responsible Medicine (PCRM) designed this billboard casting the Grim Reaper as a cheesehead.

The sign appeared in Wisconsin, US, near Lambeau Field, where the Green Bay Packers routinely send opponents to meet their maker. The message is “Warning: Cheese can sack your health. Fat. Cholesterol. Sodium.”

What is PR specialist opinion ?

The one-two punch of the Packers undertone and the ill health effects of cheese isn’t really the best approach, not only from the ad side, but from the PR and marketing professionals who focus on the impact of paid media and intertwine it with earned, owned, and shared spaces.

Public relations professionals are consistently aware of their audience, whether it’s around their reactions, passion, or even just a passing mention. Tacky, distasteful ads have a way of impacting not only the audience, but the image and impact for which public relations is responsible. The best ad and PR teams work together from a unified overall objectives thought process.

As a consumer and Packers fan, I might have absorbed the health angle and understood. With the added bonus of the Packers undertone, it completely turned me off as a health-conscious consumer.

What can public relations professionals do to ensure their messaging and objectives are also getting seen on the paid side?

• Communicate brand positioning tactics and objectives.
• Realize that brand perception goes beyond ads.
• Understand that the complete package (PESO – paid, earned, shared and owned media) influences your audience.
• If health-related, understand why your target market loves a certain product or lifestyle, and focus on not overlaying a stereotype to an entire fan base. This ensures that you do not alienate those that the message might reach.
• Have a crisis communications plan in place in case an ad, shared/earned media or communications are not well received.
• Use consumer and market research to understand the demographic and prepare for any type of scenario.

Great tips, I have to say. Great lesson of learning how a crisis can be handled.

Source: PR Daily

 

Better tomorrow,

PR Pret-a-Porter.

 

 

 

 

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Comments on: "Anti-cheese campaign" (22)

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  13. Stephen: In the standards eco-system, ISO is not involved in conformance testing: that is for organizations like NIST or National Bodies or organizations certified by a registration authority. For the US, you should lobby NIST. I believe the EU has a test plan under way and are developing tools: Alex has better info on this I am sure.

    All that the ISO process can do is set up categories and schemas and perhaps abstract test suites: the ISO 9001 example is a good one: refer en.wikipedia.org/wiki/ISO_9000#Certification

    But where there is no certification or testing regime set up at the NIST level, as a lack of interest by the organization, there is nothing that ISO can do.

    In the case of SGML/XML documents, we are in a better place, because the schemas do provide an objective way to test documents; however, the valid/invalid result that most schema languages return is inadequate for real use: a testing regime needs to have some sense of which errors are significant and which are trivial for example. Most validation technologies have an implicit production process that an invalid document should be rejected and sent back to the creator for fixing by hand, which is patently not appropriate for consumer word processing documents!

    What IS8879 SGML from year 1986 did was have a feature list the System Declaration that applications had to tick off. All applications had to support the base, but could choose which features to select. Customers could select based on this. Documents had a similar list, the “SGML Declaration, so you knew whether a document would be processed by a particular system. In fact, few vendors bothered to do this. ODF 1.0 had a similar kind of idea with its non-normative table of features that various applications should support, though that table seemed to match the feature set of a particular product, so some people had mixed feelings about it.

    I suspect that where legislation requires conformance to open standards, procurement people are now on much stronger grounds for demanding actual conformance, however they will need some institutionalized objective conformance testing to back themselves up by.

    So the issues for IS29500 OOXML and IS26300 ODF is whether the standards currently have good enough categories to allow a testing body to discriminate between good and poor implementations. Contra Alex, I think there is currently a workable level of conformance language–the sentence on not using Transitional for new documents couldn’t be clearer congratulations to Rob and the other US delegates who drafted it: the issue is the level of knowledge and the backbone of the testers and procurers.

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