By Emily Thole
*Warning. This post may contain spoilers about the hit TV show, “This is Us.” Proceed with caution.*
“This is Us” is the television show everyone is telling you to watch. It is full of happiness, anger, sadness, joy and every emotion in between, however, there is one monumental episode that you can’t forget. If you’re anything like me, this blog post will bring up a flood of emotions, so get your tissues ready.
As avid viewers of the show, we all know where we were when Jack died. Yes, I’m bringing up that heartbreaking moment. I was sitting with my roommates on our red leather couch in the living room, staring at the small screen with tears rolling down our faces, full of disbelief. This man fearlessly saved his entire family from a house fire, and then went back into the blazing building to rescue his daughter’s dog and a few personal items, only to wind up valiantly perishing. He was a hero, and then he was gone. Not because of burns, or an injury that was visible, but for having too much smoke in his lungs. This is the drama that keeps viewers coming back.
What does this tragic scene have to do with public relations? Well, after the episode, fans were boycotting one particular brand, and because of that, they had a crisis on their hands.
One thing I didn’t mention was how the fire started in the Pearson household. It was a Crock-Pot. The faulty slow cooker is accidentally left on and it starts a fire in the family’s kitchen, which leads to the entire house burning down, and later, Jack’s demise. Fans of the show immediately took to the Internet to share their heartbreak and frustration over the episode and the Crock-Pot brand. Their name was disgraced, and their stock plummeted, but Crock-Pot’s response to the crisis is one PR professionals can learn from.
First, Crock-Pot responded quickly. They released a statement less than 24-hours after the show aired. And shortly after they sent out a news release stating facts about their products to ease consumers’ minds that can be read fully here. Not only that, but they created a Twitter page called “CrockPotCares” to respond to viewers who were concerned about product safety, and throwing away their Crock-Pots.
Crock-Pot did a great job of listening to consumers’ complaints. They understood that people were upset, and they did their best to respond with understanding to build back their image. They even created the hashtag #CrockPotIsInnocent to use in their responses to defend their brand.
Good tweet to consumer https://twitter.com/CrockPotCares/status/956258200239706114
Help from Star Power
Although this was a crisis they didn’t see coming, Crock-Pot wasn’t afraid to ask for help when getting their image back. They used the actor who portrays Jack, Milo Ventimiglia, in a commercial promoting the Super Bowl, joking about the Crock-Pot controversy. “The Late Show” host, Stephen Colbert, mentioned the issue on his show, stirring up conversation. Ellen DeGeneres even partnered with the company to hand out Crock-Pots as one of the giveaways on her show. Each of these people helped Crock-Pot restore their image.
A crisis can pop up at any time. Companies must be prepared in case a television show uses your product to kill off a beloved character. In a time of crisis, PR professionals can use Crock-Pot as an example. Although the situation presented on screen was fictional, Crock-Pot responded successfully and recovered quickly because of the crisis plan they had in place.
Crockpot even got Jack (Milo Ventimiglia) to make a video joking about the crisis as a whole (https://twitter.com/CrockPotCares/status/959789384785715200)
Their own hashtag #CrockPotIsInnocent
Stephen cobert https://twitter.com/CrockPotCares/status/958022381741764609
Good tweet to consumer https://twitter.com/CrockPotCares/status/956258200239706114
By Blake Hedberg
WARRENSBURG, Mo. (Aug. 27, 2018) — The University of Central Missouri’s student-led public relations firm, Innovative PR, received two professional awards this summer for its 2017 event #teamUCM Social Media Night. The agency competed against many for-profit businesses in the Greater Kansas City Area.
The Kansas City chapter of the International Association of Business Communicators (IABC) awarded #teamUCM Social Media Night a KC Quill award, the second time in the firm’s history to receive this honor. However, the winning wasn’t over for Innovative PR for the summer. In July, the firm received a Silver AMPS award from the Social Media Club of Kansas City at the organization’s annual banquet.
“We are incredibly honored to be distinguished for our work. Many hours went into making this event a reality and it is a great feeling to see the work of our students pay off,” said Agency Manager Blake Hedberg. “The 2017 event pushed our agency to new heights and created many opportunities, while providing visibility to our firm. I had a great team behind me.”
For six consecutive years, Innovative PR has been the driving force behind UCM’s popular #teamUCM Social Media Night event. Launched in 2013, the event takes place during a UCM Mules and Jennies basketball game and has engaged, entertained, and rewarded participants with a night of prizes, trivia, and contests.
The spring 2017 Innovative PR team raised more than $2,000 in donations and their comprehensive social media plan ushered in more than 1.2 million media impressions. IPR and UCM Athletics social media impressions more than tripled, while mentions increased more than 40 percent and profile visits nearly tripled over 2016 event numbers.
“Innovative PR’s work on behalf of its many clients is excellent. Winning the 2018 awards is an illustration of that excellence,” said program supervisor Dr. Tricia Hansen Horn. “We are proud to have the agency’s work represented and recognized by the Kansas City IABC and the Social Media Club of Kansas City.”
For more than nine years, students in the UCM Public Relations Program that are accepted into the UCM Innovative PR agency have the opportunity to gain real-life experience, while working with several client projects. In its time, more than 100 students have dedicated more than 22,000 hours of service to the greater UCM community.
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Innovative Public Relations (Innovative PR) is University of Central Missouri’s student public relations firm, managed and operated by UCM public relations students. Under the direction of UCM’s Integrated Marketing and Communications office and the academic public relations program, the firm was founded in January 2010. It is comprised of several public relations students who are dedicated to professional development and public relations initiatives. Innovative PR is committed to serving the UCM community by executing timely, accurate and ethical strategies and tactics, with a goal of serving clients outside of the UCM community in the future. For more information, visit ucminnovativepr.com or contact Innovative PR at email@example.com or 660-543-8557.
By Cole Braun
Innovative Public Relations, a student-led PR firm at UCM, has organized a social media night event for five years and is more excited than ever before to launch this year’s activities. It’s funny how people believe these events are easy to execute, however, this is far from the truth. Social media is still an unrefined tundra in the last frontier of digital marketing.
Weeks of careful planning and writing are necessary to facilitate an event like this. It is much more than just tweeting about something and seeing if your audience comprehends what you are trying to say. Every sentence and word are planned for a specific reason and you have to account for cross platform posting. It requires critical strategic thinking about the choice of platforms.
Multiple publics are being taken into consideration as we prepare certain messages for the event. We want to have giveaways that will engage people in the event, so we have collected a wide variety of prizes for our multiple audiences. We think about what certain publics would like, what is something everyone would want. This is where the tactical tool of research can help. Then the next decision is, which platform is best through which to give certain prizes away.
Events can be complicated, intricate and overwhelming, so in recognizing the complexity of event planning, I wanted to share tips I have learned in preparation for this social media night. These tips can help you survive the Wild West, that is the world of social media marketing right now.
Here are 5 Do’s and 5 Don’ts on hosting a social media event.
● DO: Engage your audience with fun and exciting content.
If you want your audience to engage with you then you need to give them a reason to hit the like button and respond back. You will not get far just telling people to go somewhere else online to do something. Be creative here, make a silly pun or add a goofy image. Don’t be another block of text in the news feed.
● DO NOT: Copy previous work from local similar attempts.
It looks silly and confuses the public. They are not paying attention to who is doing it, only that something is happening. So don’t embarrass your organization and step all over the work done by previous groups.
● DO: Provide a variety of opportunities for all in attendance.
Not everyone in attendance is going to be a Twitter user, or a Snapchat user. So if you want your event to be engaging, make sure to interact with all audiences in some form. Alienating one audience may compromise their engagement and your brand image.
● DO NOT: Make it an obstacle course for the audience.
Making it a hassle to participate is not how you create a successful event. No one wants to download this, click here for more or have to jump across multiple platforms for one prize. Your audience will instantly lose interest if they have to take too many steps. Make it simple such as, “reply with the answer to this question or send us back a picture.”
● DO: Plan ahead!
I know this seems like a silly thing to say, but it is important. Social media is still a Wild West world and anything can happen. So plan ahead for an inappropriate response or someone trying to abuse your competitions. Create a plan of action for any incident that could possibly happen. If something never happens, that’s great, but it’s better to be prepared.
● DO NOT: Be afraid of collaboration.
Sometimes you aren’t going to have all the answers, that’s okay. That is why it’s fun to bring in people from outside organizations to share ideas. By working with multiple individuals, you will have the chance to get tips and tricks you never would have considered. Collaboration is a key tool in the world of public relations, but sometimes it’s not the best tool. If those partnerships are not ideal, then separate. Don’t just burn the bridge.
● DO: Thank your sponsors!
If you have brought in outside groups or businesses to help sponsor giveaways or other parts of your event, thank them. Giving them appropriate acknowledgement could strengthen their future participation. Keep your side of any commitments you have made. Showing gratitude to groups that help you put on your event is essential to its success and future endeavors.
● DO NOT: Try to plan last minute.
Lack of planning creates heartache, confusion and makes for a sloppy event. So plan ahead. Last-minute work is messy work.
● DO: Keep note of all interactions.
Paperwork may be stressful at the time, but it makes life so much easier further down the road. This helps with keeping track of promises made to sponsors and what sponsors have done in the past. When you go back to them for the next event, you have record of their previous contributions, which can help make their decision in participating again easier. Essentially, you will have all the answers for them so all they have to do is decide how much support they can provide above last year’s efforts.
● DO NOT: Forget the reason for your event.
It is easy to get so hyped up about your social media event you forget the reason you are doing this in the first place. An immediate example is our event this Thursday, Feb. 16, #teamUCM Social Media Night. The purpose behind this event is to foster a strong sense of community between the University population, local businesses and citizens of Warrensburg, Missouri. Though the main audience is UCM students campus, we cannot forget the other factors. If we lose sight of that, then the event can easily fall to shambles.
Social media is a tool for all, not just college students and teenagers. It can be part of a strategy to make your event engaging. Remember this; research, critical thinking and tactical decision-making are your best tools in the Wild West-like field of social media.