Moving Forward

The National Guard
Image from Creative Commons. Above Promotions Company. Digital Marketing and Public Relations. Tampa, FL. 2015

 

For the past couple of weeks across the nation we have been watching the tragedy of the peaceful protests turn to riots in Baltimore.

During this time a lot of criticism has been made towards Baltimore officials on if they waited too long to send for help, or if they somehow allowed this to happen. One quote made by Baltimore Mayor, Stephanie Rawlings-Blake, has been construed by many to think she hoped the rioters would let off steam and then stop when they’d had enough. Stephanie said, “It’s a very delicate balancing act, because, while we tried to make sure that they were protected from the cars and the other things that were going on, we also gave those who wished to destroy space to do that as well.” However, following all the criticism she later went on to say “I never said nor would I ever say that we are giving people space to destroy our city, so my words should not be twisted,” but by this time she was already seen in a bad way.

However, what’s said was said and what’s done is done. From here it is important for the city of Baltimore to band together, and to show that the world that there are people who still care about their city. Already hash-tags have been started, like #OneBaltimore and #BaltimoreUnited to show the supporters of their city doing what they can to help. What happened in Baltimore can be a teachable lesson for every business and city.  If such a tragedy is to happen it is important to come together as a united front and build back what once was.

In a crisis it is vital to be careful of what you say, and to think of the impact it will have on someone from the outside looking in. Having a set plan for different crisis scenarios could make this step essential because you will already have gone through the possible causes and effects of the crisis. In the case that this does not work be sure not to give up, but to keep moving forward so that your business can once again make it out on top.

What are some vital brand management tips you pulled from the situation in Baltimore? What would you have done differently? Share them in a comment below, and your response could be used for a future article.

 

 

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Crisis Management for Unimaginable Tragedies

germanwings above promotions company 2015
Image from Creative Commons. Above Promotions Company. Digital Marketing and Public Relations. Tampa, FL. 2015

 

 

When it comes to tragedies like the Germanwings flight 9529 crash it is nearly impossible to see it coming. It truly is unimaginable in the eyes of many. These types of tragedies take a hard hit on everyone , and people want answers. People want to understand why a person would do such a thing. Officials and the public want to know how this could have been prevented. Unlike an employee leaving a spill on a ground and a brand taking an obvious hit in the area of negligence, a tragedy of this nature leaves for very little room to discuss preventative measures and liability.

Whether you can prevent a tragedy from happening or not, as a company, it is your job to find answers and help the public try to understand the situation. It is no small task, but these 3 steps can help make it a doable one.

  1. It is important to have a plan already in place. It is just as important to be proactive, not just reactive. In truth, no one knows what tomorrow holds, so think of all the things that could possibly go wrong. Then try to think of the best plan of action for each scenario. Also, have set medians of media you will go to depending on the severity of the crisis. Chose a spokesperson to present to the public.
  2. Respond as quickly as possible, but also as careful as possible. When in crisis mode things start happening fast, and you need to be ready. This is where your plan of action will come in handy. The quicker you can get the ball rolling the public will be able to see you are on top of things. However, don’t move so quickly an even bigger mess is made. Be careful, and communicate with your team.
  3. Be Honest. Telling the public the truth as you learn new information will make them feel you are figuring this out together. While not being honest will make it look like you have something to hide. Not only will this be bad for your brand while the crisis is happening, but afterwards the public may have trouble trusting you. Honesty and openness can go a long way.

Preparing for a crisis like this is hopefully something you’re company will never have to do. However, you should be sure to take steps such as these listed above for the sake of not only your company, but the public who will need you to lead in that time.

Our heartfelt sympathy goes out to the families and those impacted directly through this tragedy. Mental illness is a disease which should be taken seriously. Please consider supporting organizations like the National Alliance on Mental Illness. Click here to learn more about them.

Are there any steps you would take in an unimaginable tragedy not mentioned here? Share them in a comment below. Your responses could be used for a future article.

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Above Promotions is a digital marketing and public relations agency with B2C clients that promote brands in the food, fashion and family entertainment industries. We build and protect brands by creating and executing digital resources to sell products or build positive public sentiment. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.

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Althea Tyrell is a spring intern with Above Promotions Company. She is a student with the University of South Florida.

 

How to Sell Like Cookie on Fox’s Empire Show

Taraji P. Henson as Cookie on Fox's Empire TV Show. Above Promotions Company. Tampa, FL. Digital Marketing and Public Relations.
Taraji P. Henson as Cookie on Fox's Empire TV Show. Above Promotions Company. Tampa, FL. Digital Marketing and Public Relations.
Taraji P. Henson as Cookie on Fox’s Empire TV Show. Above Promotions Company. Tampa, FL. Digital Marketing and Public Relations.

Millions of viewers tune into Fox’s new show Empire created by Lee Daniels and Danny Strong.

Each week, people are glued to the set. Some watch it for the relatable family drama or great soundtrack, other the business tenacity and some just for the all-star cast and guests that appear each week.

As an entrepreneur and marketer, it is easy to focus on how the Empire business and some of the challenges it faces can compare to real life. There is always an employee like, Becky, Gabourey Sidibe, who is outspoken, but knows her stuff; or like Anika, Grace Gealey, who will do anything to get ahead. And if you’re around long enough, you’ll find yourself running into a Cookie (Taraji P. Henson) or Lucious (Terrence Howard) if you are not them yourself.

With every broadcast of Empire, viewers are left talking about at least one big scene in the show. Well this week’s episode did not disappoint. Cookie stepping in for Lucious at the investor party was one of the most talked about scenes. The writing of her “impromptu” speech was spot on. Who wouldn’t want to invest in the company at that point? The speech she gave was composed extremely well. It had the five things in it we consider are vital to pitching your brand to potential clients or investors.

If you are wondering how to sell like Cookie, here are 5 things to keep in mind when pitching or selling like Cookie.

  1. Be authentic. When people buy your brand, they are buying you. You must remain true to the overall experience, work and outcome the stakeholders can expect to receive. If you are not a major corporation of 50 years, do not attempt to present your brand as such. Starting off with a false persona will always show during your pitch or during the evaluation of your brand.
  2. Tell a story the audience can relate to. Stories can cause the mind to be stimulated and makes it much easier for people to remember information being provided. Give them a good story that they can relate to and they will always remember it. Or at least during their evaluation phase.
  3. Skip the jargon. The new buzz words are great to mix in with the old ones, but if your presentation is based around how many of them you can use to sound professional, you will just end up sounding like a long, boring white paper or case study. If you are in front of your demographic, they more than likely already know you are an expert. It is your job to be sure they understand what you will do for them and not how good you can recite terminology.
  4. Show irresistible value. What makes your brand stand out from all the others? What skill set do you bring? What problem can you solve more efficiently than any competitor? Value is not just about a price point, it is about worth. What is it worth to your potential customers or investors to give you money?
  5. Close with suggestive next steps. By tying in the points above and letting them know how you can move forward in success with your brand, you can excite them about purchasing your brand or investing in it. Let them know what is needed to begin and suggest a timeline in getting started.

While every deal cannot be closed quickly, with a large sum or even at all, it helps to have a reference point before beginning your pitch or marketing efforts.

Be sure to practice these areas before a presentation. Organize your thoughts and deliver with confidence. One thing I always advise our clients during training sessions for the media or marketing is no one knows your brand better than you. This alone should give you the faith in your ability to nail what you are presenting.

What do you think? Are there any other areas we missed from Cookie’s speech? Even if you do not watch the show, Empire, what other things would you consider for pitching your brand?

Let us know your thoughts. They may be used in a future article.

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Above Promotions is a digital marketing and public relations agency with B2C clients that promote brands in the food, fashion and family entertainment industries. We build and protect brands by creating and executing digital resources to sell products or build positive public sentiment. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.

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Ebony T. Grimsley is the Creative Director and Owner of Above Promotions Company. She is also the author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation” which is sold on Amazon, Barnes & Noble and other stores and a contributor to various media outlets.