The PRRX Blog is a forum where we share our thoughts, opinions and expertise to help you boost the overall health of your public relations programs. It doesn’t matter if you’re a single shingle or a large company, just drop in and check out what we’re talking about and who knows? We may even help you gain perspective, solve a problem or at the very least, freshen up your cocktail party conversation.
Grand Prize
The Boston Globe’s investigative unit recently published a story several months in the making titled On the Menu but not on your Plate The article discussed how area restaurants (and chefs) swap out or mislabel fish (they took samples of the fish ordered at various restaurants and had their DNA lab-tested). Unsuspecting customers had no idea that they weren’t getting what they ordered. Fish promoted on menus as Atlantic cod, red snapper or butterfish were actually less expensive varieties like hake, escolar and sablefish.
Of particular interest from a public relations perspective, was the way in which these restaurant executives and chefs handled being told that they were deceiving their customers. Some were cavalier and gave embarrassing quotes that said nothing of substance, while others acknowledged that they did in fact, swap species when fresh fish isn’t available or supplies are low.
One restaurant, however, turned this negative industry story into a positive PR piece. On the second page of the investigative story, there was a sidebar titled Bertucci’s tries to right a wrong. When the restaurant’s executive chef Jeff Tenner was told his Baked Merluzzo (Italian for cod) was actually hake, he immediately went to his supplier and began his own investigation. He then opened his kitchen to Globe reporters (there’s a multi-photo spread on Boston.com outlining the process) where he purchased various cod samples and made the dish over and over to find the right taste at an affordable price for the company. The end result was that in a sea of other restaurants, Bertucci’s and its executive chef Jeff Tenner surfaced as the clear winner giving consumers an apology and assurance that it would not happen again.
In today’s world of instant communication and transparency, consumers demand answers. No one gets it right all the time, but what you do when presented with damaging news makes a big difference to your company’s reputation – just ask Jeff Tanner and Bertucci’s. I’m guessing that they now have even more customers in their restaurants because as the Globe states in the headline – they did right a wrong. Yes, it’s embarrassing to admit that you messed up but it’s even worse to do nothing about it.
Social media; two little words we hear on a daily basis. But what does it actually mean and how are companies using it effectively? Social media’s most popular vehicles are facebook and twitter yet despite concerns over privacy and appropriate content, large and small companies are embracing these mediums – some are getting it right while others still require a bit of tutoring. The golden rule of social media is this: don’t use it to promote how great you are – think of it as a tool to connect and interact with your customers, friends and followers. The goal is to be part of the billions of digital conversations that take place every day and provide value to those who follow you.
One of my favorite places is a local dairy bar called Cresent Ridge that makes the best ice cream in the world – trust me. I’ve been a loyal customer ever since I was five years old and when I walked up to the outdoor counters this year, I was pleasantly surprised to see that they had gone digital. Replacing the green and white signs that list all the delicious offerings were digital boards that not only promote the flavors and use pictures but hawk t-shirts as well. And if you wear one and belly up to the counter, you get free toppings for a month. They also launched a facebook page and now have close to 3,000 “likes” along with a twitter account. When people comment or wax poetic about loving Cresent Ridge, they immediately respond. They also run contests with cool prizes including coveted Red Sox tickets. Has it increased their business? Hard to tell as the lines in the summer are always long but I’m betting it has.
What are some of the other ways you can use social media to grow your business? Blogs are a great way to attract new customers and keep old ones up to date. They can be short or long, talk about past successes, future endeavors, industry trends, and more. One thing blogs have in common is that they are more personal and speak directly to clients/customers. While newspaper and magazine articles tend to be a bit more formal, blogs make reading a more enjoyable experience and by extension, the company appears more approachable. Blogs create a memorable connection that keeps customers coming back.
Another way to use social media these days is through YouTube, a site where anyone can make an account and upload their personal videos. Lots of people post “vlogs” (video blogs) which are similar to blogs, but they use video to tell a story or share their thoughts. If your company hosts any sort of event or philanthropic effort, you can create a video and post it on your website for everyone to see.
Small to mid-sized businesses may have a hard time getting their name in the biggest newspapers, or on television but social media is your own news channel. Use it wisely and remember to keep your customers engage and involved. Be consistent. Let their voices be heard even if it’s not what you want to hear. Respond promptly and if you do, it will be remembered long after the original complaint is forgotten. So go digital, get connected and watch what happens.
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