Tag Archives: PR

Leslie Lee’s “3 fairy tales and the lessons they hold for PR”

25 Jun

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Fairy tales are in vogue. 

TV shows such as “Once Upon a Time” and “Grimm,” and the movie “Snow White and the Huntsman,” have given these age-old stories new life (for better or worse), complete with special effects and eerie soundtracks. 

No matter what lens you view them through, there is always something to be learned. They even have some PR advice to share. Take, for example, these three fairy tales: 

1. “The Tortoise and the Hare”

The Hare darted almost out of sight at once, but soon stopped and, to show his contempt for the Tortoise, lay down to have a nap. The Tortoise trod on and trod on, and when the Hare awoke from his nap, he saw the Tortoise just near the winning-post and could not run up in time to save the race.

Although the message of Aesop’s version of “The Tortoise and the Hare” was far more ambiguous as we know it today, this is the classic tale of “slow and steady wins the race.” The lesson illustrates something that we constantly remind ourselves and our clients: Those big announcements—such as a product launch or a rebrand—might be helpful as benchmarks for a board and fodder for a sales team, but they are not enough to drive a successful communications program. 

Rather, it is the steady stream of ongoing coverage and contributed content that springs from consistent thought-leadership efforts that will drive a successful PR and marketing program. As Beth Monaghan wrote in a post this year, “The launch is simply the first step in a long journey.”

2. “The Emperor’s New Clothes”

But among the crowds a little child suddenly gasped out, “But he hasn’t got anything on.” People began to whisper what the child had said. “He hasn’t got anything on. There’s a little child saying he hasn’t got anything on.” Till everyone was saying, “But he hasn’t got anything on.” The Emperor himself had the uncomfortable feeling that what they were whispering was only too true.

Hans Christian Andersen’s story of “The Emperor’s New Clothes,” perhaps the earliest recorded version of the suddenly-naked-in-front-of-your-high-school nightmare, is often cited as a cautionary tale about the nefarious power of “spin.” 

Two weavers come to town and manage to convince everyone that they can make the finest clothes in the land. But here’s the catch: The clothes will be invisible to all who are too incompetent and stupid to see them. 

So successful are they in their “spinning” that every courtier, and even the emperor, are forced to feign admiration lest they earn the label of imbecile. Finally, however, as the emperor proudly struts his stuff through the city, a child from the crowd cries out the truth and suddenly the illusion is broken. All that remains is the embarrassed emperor, fully in the nude.

It’s true that those weavers present the epitome of bad “spin”—using the power of persuasion as a con trick. But there’s a related lesson: Make sure your story is grounded in reality. Even if you’re a savvy “spin doctor,” you will be exposed one day if you’re not working from fact. 

For this reason, we often recommend to our clients that they ground their communications programs in data. Start with the raw materials, the actual data and facts you know, and build the story from there. That way you can be sure that you won’t be challenged.

3. “Snow White and the Seven Dwarves”

Mirror, mirror on the wall —who is the fairest of them all?

The story of “Snow White and the Seven Dwarves” often focuses on Snow White traipsing around with Dopey and Doc. While there are plenty of lessons to be learned from her—don’t accept food from strangers, for example—there’s an important PR strategy lesson in the queen’s story. 

Chanting into her mirror day after day, the queen became obsessed with comparing herself to others in the land, pursuing this obsession to the detriment of everything else. Maybe if she’d spent less time worrying about her beauty rankings, and more time governing her kingdom, she could have become a successful and popular queen—an achievement which no doubt would have made her much “fairer” in the eyes of her subjects.

It is vital to stay current on what your competitors are doing: The messages they are distributing and their traction in the media—not to mention keeping close tabs on claims they may be making in their own PR communications. 

But focusing too heavily on an “us vs. them” mentality in your communications program can lead you down the rabbit hole (to mix in another story) into petty one-upmanship. Rather than reacting to competitors, focus on your core objectives and thought leadership. Ultimately, it will enable you to outshine your competition through value and creativity.

Leslie Lee is an account executive at InkHouse Media + Marketing, where this story first appeared. Follow Leslie on Twitter @LSL713.

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GoodGirlPR & The Ardor Brand Personally Invite You to Philadelphia’s #HauteBeauty Tweetup

9 Nov

WILL WE SEE YOU?

Wear House Boutique
401 S 16th St., Philadelphia, PA 19146
Wednesday, November 9, 2011
6pm-9pm

8 City #HauteBeauty Tweetup
Created by GoodGirlPR and Hosted by The Ardor Brand

On behalf of our amazing friends and event sponsors/partners at GoodGirlPR, The Ardor Brand would like to personally invite you to Philadelphia’s  #HauteBeauty Tweetup.

This EIGHT city event is designed for beauty editors and bloggers to socialize and network while enjoying complimentary spa services.

Meet us at Wear House Boutique this coming Wednesday (11.9.11) to talk fashion and beauty with Philly’s best and brightest bloggers & editors.

As our personal guest, you will receive a gift bag of goodies from OPI, Pooka Pure and Simple, New Beauty Magazine, Lamik, Completely Bare, Nidasii and many more.

RSVP HERE

In addition, Philly’s beauty and style experts, Viviane Aires, Authentic8ke, Secret Society of Glam, Kiyana Riley, and more will be providing you with complimentary services PLUS beauty and style consultations all evening.

We look forward to seeing you at Wear House Boutique!

with <3,

THE ARDOR BRAND


p.s. Need a sneak peek?! Check out pics from the last 3 City Tweet Up on Good GirlPR’s H.A.U.T.E. Blog!

Read #HAUTEBEAUTY Press Release

Perfecting Pitches for #Beauty Writers

29 Sep

You know that here at THE ARDOR BRAND, we’re entranced by all things beautiful.  Admittedly, we do a little lifestyle and arts & entertainment representation as well … but even those clients are beautiful. ❤

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Our point: We are constantly communicating with beauty writers or bloggers.

So, we polled TAB staff and interns and decided that the following are a few of the most important things to remember when making that perfect pitch!

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#PR: Crisis Control | How to Handle a Client in Need

29 Jul

   So, we’ve had a lot commotion with one of our non-profit clients, BUTCH Voices, this week.  But these are the types of things we love … because they keep us busy.

A former BUTCH Voices board member recently released a statement that was published by a blog called Velvet Park.  This, of course, created an uproar via fb, twitter, and the various inboxes of various members of BV.

So what next?  Well within 24 hours, we of course released a statement from Krys Freeman, president of BUTCH Voices: An Open Letter … and of course, we contacted the original publication to schedule another interview … which produced this: Unwinding the Butch Fight.  We then released a statement from Joe Leblanc, BUTCH Voices Founder: Letter From BV Founder.  In the coming days, more BUTCH Voices (i.e. more board member voices) will be added to the mix.

We’ve also had folks manning twitter at all hours. Why?  Because people, when hurt or confused, get sneaky … or sneakily vocal … they say things they don’t mean, and a lot of times mean things they don’t say. But that is what you’ve got to look out for.

How many times have we seen large organizations think that they were taking the high road by not addressing the public outcry?  How many times have we seen this high road brought down low?

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PRINT: Emma Stone For ELLE Magazine July 2011

14 Jun

Emma Stone is ELLE‘s cover girl for the July 2011 issue, US edition.

We LOVE the photos and interview!

Versace dress and Lanvin necklace 

PR: 11 questions to ask when choosing a media trainer | PR DAILY

2 Jun

Really good reading.  Thought we’d share a few!

There are many media training firms out there, and several are quite good. But how can you tell the great ones from the rest?Here are 11 things you should look for when shopping for a media trainer.

1. Does the firm “look” professional? This is a pretty basic requirement. If the company you’re considering doesn’t have a professional-looking website, you should be concerned. Are there good trainers with lousy websites? Probably. But the firms I respect most have the refined look they should.

3. Who will be doing the training? Larger companies don’t always send the firm’s principal to do your training. That’s not necessarily a problem. You should find out who’s doing the training and how often they train; get specific references on both the trainer and the firm.

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PR: Top 13 Most Annoying Client Comments | Building Client Trust

20 May

Not that we don’t #LOVE and #ADORE our clients here at The Ardor Brand … because really, we do!  We also work on all of their own projects as thought they were our own … because technically, they are!

But, we couldn’t help finding the humor in a few of these client comments.  We’ve shared a couple of our favorites below.

1.“We really need this to make” – Oh, OK thanks for telling us because before you mentioned it, we weren’t planning on trying very hard.

2.‘“Which papers are going to use the story?” – Um – whichever papers decide it’s OK and that they’ll use it?

4.“Sorry but the release can’t be sent unless the brand name is in the intro paragraph” – OK fine, let’s get absolutely no coverage for you whatsoever. Not any. Not even a Sun Spot.

6.“Can you give me a reason WHY the story didn’t make?” Not unless I call every national news desk in the country and ask them directly, which will make us both look like complete tools.

7.“How many papers will the story make it into? – Hang on a second *looks deeply into crystal ball for updates on future murders, natural disasters etc*

12.“We need to make sure we get page leads with this one” – Oh, OK – could you just hand me that silver wand?

13.At 4pm: “are you able to send this story out to the nationals today?” – Are you in an entirely different time zone?

Really … if you’re doing this work … you’ve got to love your clients.  But you also have to take the time out and reassure them that there’s a reason you’re hired to do what you do.  This means, that one of the most important components of the relationship that you can build with the client is TRUST.  Once that’s established, it should be smooth sailing from there.  Ok, maybe not exactly smooth sailing, but easier, less halted, sailing.

Go forth and mind your business.  Well.  And #withARDOR.

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READ MORE HERE: Top 13 Most Annoying Client Comments | 72 Point Blog.

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