Persuasion, apps and PR: part 2

Note: If you missed part 1, you can read it here.

Before we look at a second kind of apps, let’s remind ourselves why PR exists: to create and nurture two-way relationships with an organization’s audiences.

Why? Well, because it's the nice thing to do, of course; but also because people are more likely to do business with organizations that know them, care about them, and work to respond to their needs.

In PR, as in life, long-term relationships are based on listening and mutual benefit. Organizations that succeed in PR understand what their audiences want, and do their best to give it to them.

Relationship-building strategy: give your audience something you know they want (even if they don't know it yet).

At left is the cover of a little recipe book my Mum gave me from her collection – it contains the recipe for one of our family’s traditional Christmas cookies (just look for the page with splatters on it!). She picked it up (for free) in the baking aisle of the Beacon Hill North A&P store sometime in the 80s, and it became an integral part of our Christmas tradition.

Every Christmas she baked the refrigerator cookies from page 6, and every Christmas she (and her little baking assistants) saw the Robin Hood logo on the front.

While I can’t guarantee she always used Robin Hood flour, or that if she did, she wouldn’t have anyway, when I think of baking with her, it’s the big yellow Robin Hood bag I see. Coincidence? Maybe. Related? Maybe!

The point is, the good folks in Robin Hood’s marketing department gave us a reason to want to be exposed to its logo, frequently, and in association with something positive (Mum’s cookies!).

Principles of persuasion employed in persuading Mum to add Robin Hood advertising to her go-to recipe collection:

• identification – free recipes for cookies my kids will like!
• action – it’s right here in the baking aisle – I don’t have to mail anything away to get it! And it’s small and easy to read, so it’ll be convenient to use.
• clarity – I recognize the Robin Hood logo, and the baked goods on the front cover show me what I’ll get if I try these recipes.
• familiarity and trust – My own mother used Robin Hood flour; they’ve been in the flour business for 75 years (hence the “anniversary edition” recipe booklet), so they ought to know good baking recipes.
  

Sold! (at no charge)… and Robin Hood’s branding was forever associated with our Christmas memories. Aww!

So… the apps?

Many smart companies and organizations are today using apps to do the same job that little recipe booklet did in the 80s for Robin Hood flour.

Rather than simply giving the customer another platform on which to do business with the company, they’re giving the customer something the customer (or potential customer) will want to use, for free – because they know that with repeated exposures to the company’s brand and expertise, the customer will come to regard that company as a trusted source for whatever they sell.

Example 1: NikeWomen Training Club

This free app allows users to set up a personalized training program (on the Nike website) and then access it on their wireless device: “…simply create your Mini, customize your workout, and invite your friends for a little healthy competition.” The app interfaces with Facebook, allowing friends to track their progress against one another’s, encourage each other, etc., and provides workout advice and videos.

There’s no request for a Nike product proof of purchase or a fee of any kind; just an app that will bring one of Nike’s key target audiences (younger women who are interested in fitness) to interact with its brand in a positive way.

Example 2: My Baby Registry by Pampers

This free app allows users to get around the problem of store- or brand-specific baby gift registries, by making it easy to list all the things the family needs in one place. The user can either type in the name of the product, or use the camera on the mobile phone to scan the barcode, with the associated product name automatically being added to the list. The list is then made available online (and again, on Facebook) for anyone who wants suggestions on what to buy for the new family. Not only that: it promises to help with thank-you notes!

Again, no cost, no limitations related to brands – an app that solves problems for its target audience, new parents. And it helps that, since new parents tend to spend time with other new parents (who else would hang out with exhausted people with suspicious-looking stains on the shoulders of all their shirts?), the branding reaches out beyond the actual user to all his/her Facebook friends and anyone else who accesses the list.

Example 3: Petcentric Places by Purina

This free app is, unfortunately, only available in the U.S. for the time being, but I think it’s brilliant. It offers information about the nearest animal shelters, veterinarians, dog parks, groomers, kennels, pet stores, etc… as well as pet-friendly restaurants, hotels, bars, and a range of other businesses, and instant Google Maps to show where they are in relation to where the user is.

Regardless what brand of pet food & products they buy today, pet owners are bound to see the benefits of this free app, and be persuaded to use it. So the Purina brand will become part of that pet family, positioning it for potential sales down the road.

Apps: the new PR frontier

Companies that understand the principles of persuasion are increasingly going to see the benefits custom apps can yield in terms of building strong customer relationships. Apps can:

• offer something with value to the customer (“identification” or “What’s in it for me”)
• make it easy for the customer to interact with the brand (“action”), especially by virtue of the convenience of the wireless platform
• cause repeated customer exposure to the brand (“clarity”)
• position the brand’s expertise and credibility in the area of its own products (“familiarity and trust”)
  

As wireless data devices like the iPod Touch, iPhone, and BlackBerry become ubiquitous and apps become a mainstream way of connecting with organizations, good PR practitioners will be looking for ways to use apps to enhance customer engagement and position their client as “the” resource for whatever they sell.

Persuasion, apps and PR: part 1

In first-year PR, we spend a lot of time discussing the principles of persuasion – because persuasion is, in many ways, fundamental to the practice.

We work to persuade customers to buy our clients’ products, we work to persuade journalists to tell our clients’ stories, we work to persuade employees to do their best at their jobs every day, we work to persuade audiences to see issues from our clients’ points of view... and the list goes on.

In their simplest terms, the principles of persuasion hold that people are most apt to be persuaded to do/think/feel/believe something if:

• they see a benefit to themselves in doing so (the “identification” or “what’s in it for me” principle),
• you make it easy for them (the “action” principle),
• you make your argument as clear as possible and easily understood (the “clarity” principle), and/or
• your argument is made by someone they recognize as an authority (the principle of “familiarity and trust”).
  

Good PR people build their persuasive communication strategies around these principles; they create communication tools and opportunities that employ them, in the hopes of persuading their target audiences to see things as the client wants them to.

Right. So what does this have to do with my iPod or BlackBerry?

Over the last couple of years wireless data applications or “apps” have been playing an increasing role in helping companies, governments and organizations engage with their customers, constituents and other stakeholders.

As Jeff Bullas details in this post and WIRED magazine explains in this article, consumer adoption of apps is growing at an incredible rate.

Simply put: people like apps, because they provide a wealth of information and services literally at the user's fingertips, any time of day or night.

If you want to connect with your audiences, you need to go where your audiences are. Increasingly, with many (though not all) groups in the Canadian and U.S. markets, "where your audiences are" is on their mobile communication devices, using apps.

If you choose not to go where your audiences are, and your competitors do, you're in trouble.

Transactional apps

Transactional apps allow customers to conduct their business using nothing but the app and their wireless device – essentially opening a new channel for customer interaction, with some added PR benefits.

For example, check out the TD Bank app; while you might think of it as simply a transaction tool, it’s also employing the principles of persuasion.

The message the bank wants you to receive is: “Bank with us. It’s easy, it’s secure, and we’ll keep working to give you an even better experience.” Principles of persuasion behind TD’s app:

• identification – it’s convenient for me: I can bank anywhere, any time!
• action – it’s easy: no need to find a computer or internet access or any specific URL – I just pick up my wireless device and I’m banking!
• clarity – I know it instantly: logo icons and familiar navigation schemes make it easy for me to recognize the app and know how to use it!
• familiarity and trust – I can trust it: the app comes from the bank itself, I don’t have to worry about security with some third party.
  

Apps like these are a competitive must these days because they increase customer “stickiness,” a marketing term used to describe the customer’s likelihood to stay with a service provider because its products/services are tied in to his/her lifestyle, habits, other services etc. Increased “stickiness” equals fewer customers lost to the competition.

So whether you think about it in those terms or not, many business apps are devices of persuasion for the organizations that create them. They’re developed specifically with the objectives of attracting new customers and of increasing the stickiness of the customers a business already has.

And they employ the principles of persuasion to do both.

Next up: apps as tools for PR

Why I don't endorse students on LinkedIn

Over the last couple of years, I've had a number of former students send requests for my endorsement on their LinkedIn profiles.

I'm one of the instructors who's advised them to join the site, and to be active on it and other social media platforms -- which makes it seem odd when I decline their requests. (I must point out off the top that all the students with whom I've had this conversation to date have been very understanding about it.)

LinkedIn: "Facebook for professionals"

I've heard LinkedIn referred to in this way many, many times -- and in some ways it's a fair comparison. LinkedIn provides the platform for online networking between people who call themselves professionals the way Facebook does it between, well, people who may or may not call themselves professionals.

Both sites encourage their members to share information about themselves (whereas most people use Facebook for personal information, most use LinkedIn for professional information), to provide updates and links to things of common interest with the people with whom they're "linked," and to engage in conversations that take place within groups of people on the site with common professional interests.

In addition to those and many other features, LinkedIn also invites its members to provide public recommendations for each other's professional work, called "endorsements." These endorsements become part of the endorsed person's LinkedIn profile, and help to characterize that person's professional aptitudes/skills/advantages for potential employers or clients or partners to see.

It's great, unless you don't necessarily want your endorsements to be available for the world to see.

Hence my problem.

As a college instructor on LinkedIn, I feel like I'm in a bit of a difficult spot when it comes to endorsements.

In the Creative Communications program at Red River College, we work with a great many outstanding students, who we know will be outstanding professional communicators; accordingly, I have written a significant number of glowing reference letters for graduates and for continuing students looking for summer work.

As any student for whom I've written one of these letters will tell you, I personalize each letter to the student and the position being sought -- I spend time on them, because I know how important they can be. I take a great number of reference calls for students, and prepare for them the same way. So the problem isn't that I'm unwilling to take the time.

Issue #1: Hurt feelings (maybe)

We all have strengths and weaknesses. Some students are stars, some are excellent, some capable, some solid... and not all in the same areas of what we teach. Any meaningful endorsement will speak to that student's particular strengths, and will use descriptive language appropriate to how the endorser (in this case, I) saw the student's work and potential. But while that makes it a meaningful endorsement... it also makes it a potential feelings-trampler.

Put simply: I don't want former and current students to be able to see the endorsements I've given their classmates.

Not every student puts in an excellent effort and produces excellent results, so it follows that not every student will get an excellent reference. It may sound harsh, but it's true, and it's what gives professional references value.

So I don't want classmates reading into what I did say about one person and didn't say about another, or the adjectives used to describe one but not another, or even the fact that I agreed to endorse one but not another. I think that's between me, the student, and the employer, if the student chooses to provide my name as a reference.

Issue #2: Lack of context

I always prefer to recommend based on a candidate's aptitudes for a particular position. I don't want a potential employer who is considering more than one of my former students to compare my short, context-less LinkedIn endorsements and make assumptions about how their performance in college might translate into their workplace. I'd want the opportunity to tailor my recommendation to the position; then, I'd know I'm addressing the attributes that will be most relevant for the employer.

Any student for whom I provide a recommendation can be assured that I will take the time to provide an honest appraisal of their skills as they relate to the type of work they're looking for -- and as some of my former students will tell you, I'll keep re-tailoring letters until they find the job that's right for them.

I just won't be doing so in public, on LinkedIn.

Do I worry about such things too much?

Probably; but that's me.

If you are a former student of mine and are asked by a potential employer why I haven't endorsed you on LinkedIn, and you want them to hear my perspectives on your performance in CreComm, please give them a link to this post... and my email address.

Tennis Canada's new website: it's love.

(And I mean that in a good way.)

It's a generally-accepted truth in PR that new organizational websites don't automatically become news anymore. By "anymore," I mean new websites were news back in the days when websites were a big deal... but nowadays they're table stakes for any large-scale organization seeking any public credibility.

As a result, unless the launch has a strong, audience-focused communication strategy behind it, a "new and improved website" usually goes into the same news category as a "new payroll system." It may be a big deal to the people involved, but the rest of the world pretty much yawns.

Recognizing this, Tennis Canada executed a great PR strategy over the last few weeks to make its new website news -- and from what I can see, at least, it looks like it worked.


Lesson from Tennis Canada: how to make your new website news

1. First, make sure the changes you're making truly are noteworthy; a new font ain't gonna cut it.

Tennis Canada's old website was, let's say, not great. In fact, it was so not great that in last year's PR major class, it was one of the examples I used to show what an ineffective website looks like. In the words of Tennis Canada's own director of communications and media relations last week in an interview with Marketing Magazine,

"Our old site was an online binder... It was more for putting up our annual reports and strategy plans and there was no opportunity for dialogue."

The new site is far more than that, offering a great mix of static and interactive content geared to the organization's audience (people who enjoy and play tennis in Canada). As Liz Atkins from the communications agency Smith Roberts put it in the same Marketing article, the new site's objective is to "talk less about Tennis Canada, and more about tennis in Canada."

It's a key distinction that will make all the difference to Tennis Canada's audiences.

In addition to all the regular stuff you'd expect like live streaming of major events (e.g. Tennis Canada's annual Rogers Cup) and live scoring, the site offers discussion forums and chats surrounding special events (e.g. last Friday's live draw for the men's Rogers Cup in Toronto); blogs from a range of perspectives (pro tour observers, a member of the Rogers Cup ball crew, a Canadian junior player); and opportunities to submit questions about your game to a pro coach, who will reportedly deal with submitted questions in video lessons on the site.

There's a good mix of content related to both pro and amateur tennis, reflecting exactly what Tennis Canada's audiences are likely looking for: ways to get more information about the sport they love, and to connect with others who do.


2. Give your new site an interesting angle that'll get people talking.

Despite its olden-days image as a stuffy, country-club sport, tennis is fun to play and follow. Tennis fans want their tennis experience -- including their relationship with their national tennis organization -- to be fun.

Old URL: www.tenniscanada.com [predictable, professional... not so much fun]

New URL: www.lovemeansnothing.ca [wha?? fun!]

People love to feel like insiders, and a good campaign targeted at a group that has common "insider" language will draw on it to make that audience want to get involved.

In tennis, "love" is the term used to signify a score in a game, set or match (but not a tie-breaker!) of zero. If you have two games and I have none, the score is "two - love." So in tennis, love really does mean nothing... and makes for a great "insider rewards" URL that will grab tennis fans' attention.

It also sends a signal that this site isn't going to be the stuffy old "binder" of information it used to be.


3. Then, tie your launch to something big.

As far as pro tennis goes in Canada, there's no bigger event than the Rogers Cup, when the top-ranked male and female players in the world come to Toronto and Montreal to play. So if your objective is to get some attention for your new Tennis Canada website, you're not likely to find a time when Canadian tennis fans are talking more about tennis in Canada than during the Rogers Cup.


Tennis Canada set its new website to launch with a live feed of world number one player Rafael Nadal at the announcement of the men's Rogers Cup draw last Friday afternoon -- and in so doing, gave fans a reason to want to come check out the new site. In addition to re-directing www.tenniscanada.com to the placeholder page above, it did some proactive publicity work in advance, which resulted in stories like this one on the Toronto Star sports blog, and used the Rogers Cup Toronto Twitter feed to drive fans to the site launch.

I don't know how many visitors the site attracted Friday afternoon, but I'd bet it numbered in the thousands; the chat room running alongside the draw alone had 700 members at one point.


4. And if you can, tie it to someone big.

[Photo courtesy Beth Wilson]

Nadal is the number one men's tennis player in the world and, it must be said, an all-around great guy. Fans love him, players love him, the media love him. If you want to attract tennis fans' attention, having Rafa involved is a great way to do it.

So that's what Tennis Canada did. It live-streamed Nadal's participation in the announcement of the men's Rogers Cup draw on Friday afternoon, and at the event, had him answer questions from fans submitted through the new site (all of which had figured prominently in the advance publicity).

I'm from a tennis family. Dad, siblings and I have all played and coached; my sister and I were "ballboys" at the Canadian nationals a zillion years ago; we download and use Grand Slam apps; we don't miss a major tournament; and we've attended the Rogers Cup. But with all that said, I have never taken the time to watch a "live draw" event.

That is, I hadn't... until last Friday.


5. Then, make your audience feel like they own it.

As I mentioned above, Tennis Canada has woven a number of great community-building features into the new site, all of which I think will keep people coming back post-Nadal (a few early bugs like broken links notwithstanding).

But the organization has also taken it a step further, and is letting the site's users write its headlines. The form you fill out to join the site includes a field that asks what "love" means to you; fans' quotes now rotate on the site's masthead.


How could a tennis fan not love it?

Or not want to contribute and be part of it?

Or not keep coming back to see new fan-generated quotes about the sport they love... and maybe even their own?

Kudos, Tennis Canada.

PR, kitsch, and big bananas

I noticed an exciting piece of news on CBC’s Manitoba site this morning: the southern Manitoba town of Melita will be unveiling its new roadside attraction this Saturday.

(Image from CBC, courtesy of the Melita and Area Tourism Committee)

“On Aug. 7, the community will unveil a nine-metre-tall banana holding a blue jay in its hand and wearing a championship wrestling-style belt.

The giant yellow fruit represents Melita's location in southwestern Manitoba's so-called Banana Belt, so named because of the comparatively moderate weather.

The blue jay symbolizes Melita's status as a key site for bird conservation in the province.

Melita will henceforth not only be known as the grasslands birds capital of Manitoba, "it is also a town with a-peel," the Melita and area tourism website states.”

Banana? Check! Belt? Check! Bird? Check!

The story reports that everyone in attendance at the unveiling will be given a banana split.

A+!

Manitoba loves its roadside attractions

If you’re not from around here, allow me to reassure you: Melita’s Big Banana is far from alone when it comes to roadside attractions in this province. From Saint-Claude's "World's (second) longest smoking pipe" (left, photo credit: Saint-Claude Tourism website) to Komarno’s giant mosquito (below, photo credit: Gerry Fox), roadside attractions in communities across the province distinguish many small towns from many other small towns.

They're kitschy. They're tacky. But do they help our PR?

You bet!

Roadside attractions began growing in popularity in Canada and the U.S. in the late 1930s, when long-distance road travel became more accessible to families. Towns along major highways erected large sculptures or structures, usually related to the characteristics, industry, or history of the place to attract tourist eyes... and dollars. I mean, if you need to stop for fuel and lunch, why not stop for fuel and lunch... and a picture of Sally with a giant artichoke?

http://www.roadsideamerica.com

If you Google “roadside attraction,” your search results will show there's still significant interest in roadside attractions among travelers (for example, articles on www.scenictravelcanada.ca, www.rvlifemag.com and www.americansguide.ca); so roadside attractions can help with a small town’s marketing for tourism. Simply put: they attract attention.

Just last summer, Canada Post issued a series of stamps commemorating popular Canadian roadside attractions. The artist who designed them, Fraser Ross, said: “They’re like historical landmarks in both a literal and figurative way... They literally mark a location, but they also mark a time and place. On family vacations, we all stop; we stare; and we rarely leave without a picture. Over time, we may forget the details of a vacation, sometimes even the destinations themselves, but somehow the roadside attractions we meet along the way find a permanent place in our memories and photo albums.”

Or, in terms a marketer might like: that little town we visited might not ever have lured us back... but now, we want a picture of our kids in front of the same attraction that enthralled us decades ago.

Further, roadside attractions become part of a small town’s brand. Which of the little towns north of Winnipeg is Komarno? Oh, right! The one with the giant mosquito! And while some may cringe at the giant structures’ gaudiness, many community members get in on the joke, accepting and taking pride in the kitschy profile of the attraction as both a highway signpost and a public declaration of the town's collective sense of humour. If you’re not sure what I mean, see the note in the CBC article above about Melita’s self-described new “a-peel.” What's not to like?

Finally, some free PR advice for the Melita and Area Tourism Committee

In a review of photographer John Margolies’ book Roadside Attractions for NPR earlier this year, Claire O’Neill lamented the “decline of kitsch” – specifically mentioning “jumbo bananas” – and begged her readers to prove her fears unfounded with photos of new roadside attractions.

The folks at the “town with a-peel” might just want to follow up.

Doctored photo "crisis": BP just can't catch a break

We've been reading in the last couple of days about a new front that's opened up in BP's oil spill PR crisis: an altered photo of its crisis command centre.

Photos from msnbc.com

The original photo was altered so as to show images from actual BP cameras on all the crisis centre screens, rather than having two of them blank (I read somewhere that the blanks were feeds from equipment that was undergoing maintenance when the shot was taken). A BP spokesperson is quoted as having admitted that the photo was altered, and having shared the original photo when the alteration was pointed out.

Was this an attempt to deceive the public about BP's crisis response?

I doubt it. Whoever did the editing likely just thought the photo would (objectively) look better with all screens showing images -- which of course it does (again, objectively). That person's job is to produce quality images; he/she isn't necessarily a PR person, and isn't necessarily thinking about the potential perceived implications of altering an image in this way.

I once had a designer Photoshop the open eyes of a woman over the closed eyes of a man, for an annual report. The male subject was a member of the company's Board of Directors, with a very full schedule: the designer just figured it'd be easier to Photoshop in some open blue eyes (hey, who's gonna notice? Blue eyes are blue eyes!) than to try to get on the guy's calendar, replicate the lighting, etc. etc. in the short timeframe we had available before going to print. Of course, this gentleman was now wearing a thick layer of mascara, but still...

Fortunately, I noticed it before the report went to print, and we found an alternate solution (also involving Photoshop: we put the previous year's open-eyed picture on the current year's background). But if I hadn't noticed, it would've gone to print that way, and I'm sure I'd have had a little PR crisis of my own as a result, even though no harm was meant by the photo edit.

(I also learned an important lesson, and from then on, wrote a clause into all agreements with designers that no changes were to be made to any images or text without our express agreement.)

Did the photo editor have bad intentions when he/she made the change?

I doubt that too.

As in the case of my well-meaning if judgmentally-impaired designer, I suspect this photo editor just wanted a better image. He likely didn't see the alteration as material to the message communicated by the photo, and probably thought he was doing his client a favour.

Does the incident exacerbate BP's already enormous PR problem?

You bet it does.

I've already seen a number of posts from online commenters equating the doctored photo with dishonesty in BP's crisis response in general -- the overall theme being "if we can't even trust that their photos are real, after all this time, why should be we believe anything they say?" The msnbc.com story linked above quotes Americablog reporter John Aravosis as having said "I guess if you're doing fake crisis response, you might as well fake a photo of the crisis response center."

Ouch.

BP is taking it on all fronts. Its crisis response has been condemned at all levels (both in terms of its actions to stop the leak and its communications), and what may be well-intended actions of people on its own team are making it worse.

I have to admit, a part of me is feeling sorry for BP's corporate communicators.

Can you anticipate the bad decisions your team members are going to make? Sometimes yes, but usually, no.

All you can do is to keep everyone involved in your crisis communications response as tightly-knit as you can, do what you can to ensure everyone understands the stakes and is plugged in to the existing and changing perceptions "out there," and communicate openly both within and outside the organization.

And keep your fingers crossed. And if it's what you do, pray.

If you're lucky, no-one on your team will do anything that'll make a very bad situation even less flattering to your client.

If you're not lucky, at least now you'll know that, once upon a time at BP, someone likely had it worse.

You can't hide from your own typos in cyberspace...

...so proofread well.

Note: this is a post about typos and Twitter, not what should or shouldn't be built at Ground Zero.

Mediaite ran a piece yesterday about a message Sarah Palin had tweeted earlier in the day.

The story says it appears someone inside Palin's camp recognized the vocabulary error (i.e., that "refudiate" is not a word), and the tweet was quickly replaced on Palin's Twitter account with the following:

While deleting the original tweet was the best thing Palin could have done under the circumstances, the quick action didn't stop many, many people (like comedian Andy Borowitz, below) from having fun with the error.

If it was deleted quickly, how did so many people see it?

Programs like TweetDeck download tweets in close to real-time, meaning that once you've tweeted something, it's likely been downloaded somewhere.

Once it's been downloaded, the TweetDeck user can save the tweet indefinitely -- and can post a screenshot that will last long after you've deleted the original from your Twitter account.

I've experienced this myself: I recently published a tweet containing an error, recognized it immediately, logged in to twitter.com, deleted it and published a new one... but not before one of my followers had re-tweeted the original to all of her followers.

Luckily for me, there are fewer people in the business of catching and ridiculing my mistakes than Sarah Palin's.

Proofread, proofread, proofread.

The moral of this story, of course, is to make sure your message is correct before you hit "send."

To do that effectively, you need to be able to spot your own error as such; so I'm not sure that even extra-careful proofreading would have helped Sarah Palin this time around (see video below, about 1 minute in).

But still.

Proofread. It's good for you.

And if you have a tendency to invent words, have a friend proofread for you, too.