Broken promises, whether expressed or implied, can destroy confidence and loyalty. Worse, it can create general apathy.

Take the current Washington debacle known as the “Sequester.” A CNBC.com article, “Sequester Snooze? You May Not Be the Only One,” asks and answers the question: “Why doesn’t anyone seem to care?”  Perhaps people just don’t believe the cry of wolf anymore. With the constant inability to deliver on their promises, Democrats and Republicans alike have damaged their brand and lost credibility with the public.

Then there is Best Buy. For years, consumers flooded the store purchasing quality products at presumably the best price.  But with the advent of online buying and price comparisons at the touch of a finger, consumers soon realized that Best Buy was no longer the “best buy.”  Late to respond, the company went into a tailspin. Sales slumped; market share contracted. The company was not delivering its promise and consumers noticed.

And who could forget the disaster that was Toyota – a brand synonymous with quality, safety and customer care.  In 2010, the company faced a series of major recalls that severely damaged its reputation.  Worse, allegations implied top executives knew about the problems and were either slow to report them or tried to cover them up.  The brand, once a J.D. Power & Associates’ favorite, took a major tumble as it spent millions to recoup its reputation.

In each of these cases, these organizations did not fulfill the promises to their customers.

While organizations can rebound, it takes tremendous expense and effort to regain loyalty and reputation. It requires the alignment of an organization’s mission and strategic plan in support of that promise and the involvement of the entire company.

Yes, Virginia, finding out about Santa was tough, but for most of us, we were able to work out our frustrations under the loving tutelage of our families.

Companies don’t often get this chance.  As we all learned in our youth, promises are important. If you are not true to your promises, people – your consumers – will no longer listen or believe. Fool me once, fool me twice and then I’m done.

Image Credit: “Pinky Swear” by Aimless Brooke.

Not so much with the “spontaneous, grassroots” marketing trend known as astroturfing.   While astroturfing has been around in some form forever – examples are even found in Shakespeare’s work –the rapid adoption of social media has given new life to this guerilla marketing tactic. It’s easy to establish a movement through online discussion boards, product reviews, Facebook, YouTube, Twitter, websites and other channels when the authors can stay relatively anonymous.

So what is astroturfing?  Astroturfing is designed to mimic grassroots advocacy supporting political, organizational or corporate agendas.  An astroturf campaign attempts to give the impression that the organization is supported by large numbers of passionate fans when, in fact, that support is wholly manufactured.

The “marketing” goal is to quickly raise awareness.  The insidious goal is to create a groundswell of support for an issue, product or service that preys on the human need to be part of something big and the belief that if a large number of people support something, it must be right.

While astroturfing is not illegal, the Public Relations Society of America (PRSA) and many other industry associations have prohibited its practice and questioned the ethics.

In spite of this, examples of astroturfing may still be seen in modern communications:

• When Microsoft was facing anti-trust issues, the groups Americans for Technology Leadership and Citizens Against Government Waste organized a letter writing campaign to state Attorney Generals. It was discovered that even dead people were very concerned for Microsoft who, by the way, evidently organized the letter drive.
• In 2006, a journalist for The Wall Street Journal revealed that the “amateur” YouTube video, “Al Gore’s Penguin Army,” spoofing An Inconvenient Truth, came from the computers of a Washington PR firm who also represented ExxonMobile and General Motors, among others.
• The company Lifestyle Lift posted anonymous positive reviews on web sites and Internet message boards and was ultimately fined a $300,000 penalty by the State of New York.

You can also see shades of astroturf-green in the names of organizations like “One Million Moms,” who have 999,300 less moms than the name would denote and is a front for the American Family Association.

Whatever you want to call it – stealth, guerilla or undercover marketing – it is not based on transparency and might also be considered propaganda.   It’s a buyer beware world.

So just remember –if it looks like grass, make sure to smell and feel it – because it could be manufactured.  You might just be being astroturfed.

Are there any examples of astroturfing that you would add to our list?

Ditto for Dunkin’ Donuts. When the company wanted to highlight the “mixology” of its Coolatta drinks, it asked consumers to help them develop a custom Pandora channel: “The ultimate Coolatta summer music mix.” The result: 300,000 new Facebook fans plus 40,000 Pandora users spent 14,000 hours listening. Importantly, the Coolatta has grown in popularity ever since.

So what is crowdsourcing? Coined by journalist Jeff Howe in a 2006 article in Wired magazine, crowdsourcing is the social media equivalent of the open casting call, but in the business sense. When done right, crowdsourcing provides an excellent opportunity for companies to engage consumers and connect with their fans in a fun, engaging way while promoting products, generating ideas and encouraging brand advocacy.  Crowdsourcing is the consummate demonstration that “we are listening,” and it makes consumers feel valued, but there are also huge financial incentives for the companies and the participants.

In the past, ideation (had to use that word just for Lindsay) could be very costly; brand testing, focus groups, product design could cost millions of dollars.

But in 2009 at the height of the world’s economic crisis, LG used crowdsourcing for a new cell phone design. The total cost was $75,000 ($20,000 for the winner, $10,000 for second best, $5000 for the third and $1000 for the remaining 40 contestants).

In the past few years, the popularity of crowdsourcing has continued to grow. It provides an inexpensive opportunity for companies to gather great ideas for less. And for those individuals out of work, many take advantage of the crowdsourcing marketplace to freelance, earn some money and get noticed by big-name companies.

Yet, this phenomenon is not for everyone or every company.

You need to be prepared to manage the process, which can be expensive, time-consuming and produce poor quality ideas if not properly implemented. While collaboration and cooperation are wonderful, the wisdom of the collective does not always generate the most innovative ideas. Carefully selecting the right ideas that keep you focused on your business strategy is important and takes time, and your organization may be better served by an agency or partner in strategy than a crowdsourcing campaign. As with any program, crowdsourcing must be evaluated as a good fit for your company’s culture and business goals.

And, of course, ultimately someone has to take the lead and make a decision. We don’t want Atlas Shrugged!

In the spirit of crowdsourcing, share your ideas, thoughts and favorite examples in the comments below.

Here is what I saw…

Thousands of individuals – laptops, tablets and iPhones in hand – checking in on Foursquare, tweeting, texting, sharing on Instagram, posting to Facebook – basically engaging with every type of social channel to ask questions, make plans, keep up, work, discover and in general stay abreast of what was happening, as it happened.

So with this frenzy of activity, who had time to learn? Everyone!

Panels ranged from the core conversations that included audience participation to very specific, technical sessions across a broad array of topics. But one thing was clear, the dialogue has changed. Social is no longer viewed as an outside force or a threat to traditional ways.

Through the conversations I had with media professionals, companies and organizations, it is clear that social media has been assimilated and is embraced as an integral part of any brand strategy. However, this doesn’t mean that every company is engaging with every channel.

Just as a surgeon may have hundreds of tools at his disposal but doesn’t take every one into each surgery, social channels are tools to be used strategically depending on a company’s objectives and the message it wants to communicate.

One of the most interesting sessions I attended was Storytelling Beyond Words: New Forms of Journalism. A highly-esteemed panel of experts that included Aron Pilhofer, editor of interactive news at The New York Times, Bill Adair, editor of Politifact, and Jim Brady, editor-in-chief of Digital First Media, discussed the often emotional changes their organizations implemented to ensure they were positioned to take advantage of all existing and emerging tools. From changing their approach to stories to understanding who should have a seat at the table, these media outlets needed to adapt – and so do businesses and organizations.

Each company has a story to tell, but today, the tools you use to tell the story are completely different. We can no longer view how we deliver these messages through a single, focused lens. There is a fundamental shift in the approach to be taken. Story generation and the way we develop content has changed. The following are a few key take-aways for communicating your story, whether you are talking to existing customers, prospects, the media, investors, or others.

Before you do anything, ask yourself:

• Do I have the right people in this meeting? The shift in tools requires that, in addition to the writers, your “digital people” have to be in the first meeting, too.
• What is the best way to tell this story?
• Is this story best told through short or long-form journalism, video, data, photos or a combination? With complicated content, for example, including video helps to simplify the explanation and can be a way to easily demonstrate your product or establish a relationship with a prospect.
• What do I want this story to be? If it’s fact-based, ask yourself if there is a data visualization technique you can use to help illustrate the information.
• How does my audience want to interact with this story? Do they want a quick highlight with a deeper story available?
• What tools will I use to push this information out into the market? For certain audiences, tweeting with a link might work best. For others, an e-newsletter could be the ticket.

Whatever you do, be open to all of the possibilities. The fun is in the telling.

Flash forward a few thousand years. The eyes are still rolling, but the message has morphed as the tools have changed.

And now I have writer’s block… for the third time while starting to write this blog.

There probably isn’t anyone who hasn’t battled writer’s block many times over the course of his or her life.  It happens when you least expect it.    Eminem, the rapper, suffered from writer’s block for some time causing him to take a break in his career. Eddie Vedder of Pearl Jam experienced a similar problem in 2000 during the recording of the album Biaural.

So how do you overcome this temporary or not so temporary moment of brain freeze?  The following tips have helped me and might help you:

• Change your writing environment. Go outside. Take your laptop to the nearest coffee shop. Sometimes a change of scenery is all that is required for a fresh perspective.
• Get yourself moving.  The gym is your friend. A brisk walk can clear your brain.  A few jumping   jacks can get your blood flowing and jumpstart your brain.
• Make a to do list. Often, I find I am thinking of the other tasks I have to complete rather than focusing on the task at hand.  By writing them down, I clear my brain and can move on.
• Imagine the story in your brain and write the end first.  While this sounds unconventional, it’s actually fun and can help you refine your topic.
• Remember Google is your friend but can also be your enemy.  A great source for research and ideas, you can also get side tracked.  If you find the computer is becoming a time suck grab a pad, outline and write.

If none of these work…

• Just do it. Not to be quoting Nike, but just start writing.  Don’t worry about the quality.  You can perfect it once you’ve developed the content.

And look, I’ve finished my blog.  An example of “just do it.” What tips have worked for you?

Steve Jobs has announced his departure from Apple. And while the timing was a surprise, the resignation was not.  The market has been preparing for this moment for quite some time. Yet in the wake of the announcement, Apple’s stock was impacted not because of company performance but as an emotional response from the market to the departure of a dynamic leader.

An iconic figure, Job’s signature black turtle neck and jeans are arguably as much a part of the Apple brand as the Apple logo. So the questions begin: “Can Apple still be Apple without Steve Jobs?”

Obviously, the success of Apple is the result of the hard work of thousands of employees.  However, the dip in the stock and the ensuing questions about the brand’s ability to sustain its competitive edge highlights the important role of an organization’s leader.

Good leaders don’t just focus on the short term business outcomes, they must recognize the impact they have on the organization overall and therefore the long-term success of the company.

Good leaders recognize that:

• through their actions they establish the culture of the company
• they reflect on the brand and in some cases are synonymous with it
• it is important to communicate their vision for the company in order to set direction
• employee morale is often a mirror image of management style

To these points, yesterday was Founder’s Day at Cookerly Public Relations.  On this day we celebrate, somewhat to her chagrin, our founder, Carol Cookerly’s birthday.  While any attention is slightly embarrassing to her, for her employees it’s the opportunity to recognize the impact she has on our daily work lives. From quick rounds of Pin-the-Tail on the Donkey, Cookerly Bingo, Cake Day and Bocce tournaments to spontaneous office outings, happy hours and fitness contests, Carol creates an environment of creativity and camaraderie. And by example, she also demands diligent, hard work with a relentless attention to detail. Importantly, Carol recognizes that she alone cannot be the Cookerly brand so she inspires all to understand their responsibility as an ambassador of the company.  The sign of a good chief, she recognizes the importance of developing leadership from within the company.

Time will tell if this is the case with Apple.  A true test of Steve Jobs’ legacy will be whether he has been able to develop leadership and a culture that can thrive following his departure as CEO.

The question remains: “Can Apple still be Apple without Steve Jobs?”

I guess the company didn’t get the memo – speed doesn’t count if it’s not polite and pleasant.  The server needed to understand the goal. Instead, after talking with her, (Yes, I went back. I just had to get to the bottom of this) I found that she really felt threatened by this timer – she thought her job was in jeopardy.

In a day when excellent customer service is a pillar of almost every company’s mission statement, this message is not always communicated to the frontline employee.

In Peter Shankman’s book, Customer Service – New Rules for a Social Media World, he states that the customer service team is “the first line of attack and defense when it comes to customer communication.”  He points out that they know more about the customer in one day than most companies will discover in a month.

So how does this relate to PR?  Customer service is PR. Great customer service can do more to define your brand then any money you might spend on advertising.  In most cases, it’s the first touch point to your customer and plays a significant role in their experience with your company.

While there are many ways to impact customer service, these four tips should be the cornerstone for all you do:

• Make sure your employees are aware of important company news as the customer will frequently ask.
• Communicate the importance of customer first initiatives and what this means. Note to the Columbus, GA Wendy’s – key indicators like speed of service is only one part of the equation; customer satisfaction should be the primary goal and that might take a little extra time.
• Ensure that customer service reps are clear on the company messages and how to communicate them.   They are  typically the first human interaction.
• Treat your employees with respect and they will treat your customers with respect.  A happy employee makes for a happy customer.

Just yesterday, MSN Money came out with their “2011 Customer Hall of Shame.” Big names you’ll recognize, it’s surprising how they missed the boat. Conversely, they also came out with the “2011 Customer Hall of Fame.” The common link:  these companies respect their customers and their employees.

Remember that a happy employee can be your best PR asset. And as always – it’s easier to keep a customer than find a new one.

As a public relations’ specialist, I can’t do a lot with Charlie’s (we’re now on a first name basis) ranting for my clients.  And this is an important part of my job. 

While many people think that public relations is a matter of drafting and putting out press releases- which do serve a purpose- the best articles come out of smart, creative story and pitch development.

As an agency, we brainstorm and develop customized pitches to fit specific media outlets, reporters/editors and vertical markets. We also link story ideas to breaking news and current/emerging trends.  This is an incredibly effective way to raise visibility and awareness for your client’s product or service.  Here’s how this works:

BREAKING NEWS:  Just yesterday, the state of New Jersey had a major data breach.  It was discovered that nearly 80% of the computers the state discarded still retained critical information, e.g., taxpayer’s social security numbers, personnel reviews, and confidential child abuse reports.  The expected media frenzy ensued.   Is this a big concern?  Are there ways to prevent this?  What would be the proper procedure for any company or governmental entity disposing of IT assets?  Well, our client, U.S. Micro Corporation, a leader in IT asset disposition, has the answers.  We contacted multiple reporters, and U.S. Micro was featured as an expert source in articles responding to these concerns.  Great exposure for the company on a top-of-mind topic.

CURRENT/EMERGING TRENDS:  Data from a regional commuter survey indicated that, over the past three years, clean commuting was on the rise.  With the news of rising gas prices taking front and center throughout the country, this was the perfect opportunity for comment from our client, The Clean Air Campaign.  Working with one of our Georgia business owners who had partnered with The Clean Air Campaign to embrace carpooling and institute a company-wide telework program as an alternative to rising gas prices, we contacted several of the national broadcast groups. The result: the story about the increase in Atlanta’s teleworking and The Clean Air Campaign’s message was featured on NBC’s Today Show, reaching millions of viewers and hopefully inspiring more people to action.

These are just two examples, but there are endless opportunities if you keep your ears tuned to the real news. 

More difficult then it seems – you first have to listen through the clutter of Charlie Sheen, Suri’s pacifier and Lindsay’s jewelry heist. 

Happy Hunting!

There was a time when “snow day” meant your world shut down. You put on as many layers as possible, spent hours outside (as a kid or with your kids) – and just when you thought you couldn’t get any colder – you went inside, made hot chocolate, got toasty warm and started all over again.

But with the advent of the Internet, VPN, smart phones and any other device that keeps us connected, there is no such thing as a snow day, weekend or even an evening without the constant call of work. And here in lies the dilemma. This isn’t a new topic, it’s been debated for the past 15 years or more, but the way we now respond has reached a much higher pitch. It’s not just about the devices and connectivity – it’s about us.

First it was the tanning beds, cell phones and video games, now it’s “Internet addiction” or “Internet Addiction Disorder (IAD).” The Computer Addiction Study Center at Harvard University’s McLean Hospital has found that 5-10% of the population has internet dependency. Dr. Maressa Orzack, a licensed clinical psychologist, member of the Harvard Medical School faculty and founder/coordinator of the Computer Addiction Services, has treated these addictive behaviors. Articles have been published in the Harvard University Gazette about this disorder with anecdotal stories.

In addition, Internet addiction clinics and help sites are cropping up at a rapid rate. In August 2009, ReSTART, the first residential treatment center for “pathological computer use” was founded in Fall City, Washington; HelpGuide.org enables you to assess your addiction and provides self help tips to break the habit. Plus, a recent article on Livestrong.com identifies the far reaching effects such as detachment and task failure, isolation, guilt and even poor diet as just a few of the problems.

Yes, it could be true. A day without constant feedback and information is no longer relaxing, it’s actually stressful.

Or you can look at it like this – we’re having a snow day in Atlanta, but the rest of the world is still doing business and not waiting for our ice to melt.

There are no make up dates for snow days!

Over time, these messages help to build your brand image whether for a product, service, company or even a person, like a politician or sports superstar. They must be communicated on a daily basis in your words and by your actions.

So why do we forget? No matter how finely honed an image might be, there will always be those moments that make PR specialists cringe.

And every now and then, you just have to throw your hands up and say- well – what do you say to the following 2010 real life examples of public relations misfires?

There are the obvious examples we’ve discussed ad nauseum:

• BP, CEO, Tony Hayward saying “I want my life back,” when 11 others lost their lives and millions were frantically worrying about their livelihood.

• If you Google “Bidenisms” you’ll find many. But nothing compares to Joe’s open mic disaster when during the signing of healthcare reform he whispered to the President AND the whole world, “This is a big @#*&! Deal!”

• Or Christine O’Donnell’s very short lived ads that ran during her political campaign for the Delaware Senate seat stating unequivocally, “I am not a witch!” –really good to know!

But there are also those that typically go unnoticed (unless you watch late night TV).

• When the best promotion you can come up with to drive sales is “Buy a car, get a free balloon,” it’s time to reconsider your messaging.

• Or in an effort to raise money and draw attention to animal cruelty you hit on a really big idea for fundraising and the headline reads: “Local Humane Society to Host Pig Roast Dinner.” You might want to rethink your mission.

• All the refined messaging in the world doesn’t work if you can’t use spell check: “We’re the small local college BIG on graguate success.”

• And then there is the ever present tag line that concisely communicates your message. For one school this didn’t work out so well. The tag:
Mount St. Joseph School: Building Boys into Men. Men who Matter. Mount Men.

I’ll just leave it at this – messaging – it’s important.

Happy Holidays!