Domino's Pizzas faced a storm of bad publicity after two employees posted an internet video of themselves "abusing" the company's food before serving it to customers.
According, to the report in The Daily Mail (see link below) - the employees were seen sticking cheese up their nose and putting it in the food and "passing wind" on the comestibles. Yum.
Apparently, overnight Dominos public perception went from favourable to negative.
However, Domino's PR machine were quick to react and their actions make for a marvellous case study in media crisis management. Read through the link below and you'll see that they...
1. Began by saying sorry and holding their hands up. (The BBC should have done this earlier with the Jonathan Ross scandal.
2. They made it clear this was a one off incident.
3. They showed how they were taking action and moving forward - a thorough clean of the premises after closing it down. Appointing a cleanliness auditor to check all the Domino outlets.
Impressive PR machine.
http://www.dailymail.co.uk/news/worldnews/article-1169881/Dominos-Pizza-workers-filmed-revolting-video-abusing-takeaway-food-charged-police.html
Monday, 27 April 2009
Wednesday, 22 April 2009
The seven habits of highly annoying PRs - No 2
Using too many innovative, amazing, fantastic, new superlatives.
PRs - especially bad PRs - are desperately keen on superlatives. Every press release in my inbox is 'the best, fastest, newest, best ever, innovative, the most innovative ever, wonderful, fantastic, amazing, amazing, amazing and innovative again'. I don't mind a couple of superlatives, but most press releases really, really, really, overdo it. (And I'm not keen on the words very or really either). Over egging the proverbial pudding with superlatives just makes journalists antennae start to waggle as they spot a puff - we want a story not a puff. And if it's innovative we can probably work it out ourselves - tell us once, then explain exactly why, in detail, why it's innovative. Press releases that are high on superlative count and low on detail worry me.
PRs - especially bad PRs - are desperately keen on superlatives. Every press release in my inbox is 'the best, fastest, newest, best ever, innovative, the most innovative ever, wonderful, fantastic, amazing, amazing, amazing and innovative again'. I don't mind a couple of superlatives, but most press releases really, really, really, overdo it. (And I'm not keen on the words very or really either). Over egging the proverbial pudding with superlatives just makes journalists antennae start to waggle as they spot a puff - we want a story not a puff. And if it's innovative we can probably work it out ourselves - tell us once, then explain exactly why, in detail, why it's innovative. Press releases that are high on superlative count and low on detail worry me.
10 tips for better press releases
I work as a journalist as well as a media consultant. As a journalist my inbox is stuffed with press releases every day. Some of them are dire. Ignore what you read in the PR manuals - in my opinion half of it is wrong. Here's my renegade tips for better press releases.
1. Spend lots of time writing the email catchline - this is often all the journalist sees and it has to be good to get them to click on it.
2. Include plenty of quotes so the journalist can get more of a feel for whether there is a good potential phone interview to be had.
3. Make sure there are lots and lots of 24 hour contact details. Journalists, especially freelance ones, work at odd hours. I've often needed a quote at 10pm at night.
4. Ask yourself 'why this, why now?' when you are writing. If you don't have an answer, don't write a press release - it's not news. This is probably the most important press release tip.
5. Cut out the OTT superlatives - "amazing, best, innovative, unique, incredible new product'. These are offputting and make journalists think there actually isn't a story in there and it's all puff.
6. Keep paragraphs and sentences punchy and short.
7. Finish the release with 'ends' so the journalist knows there's nothing missing from the end.
8. Don't just send out one press release - target it for each publication. You may need to write several. Trade press often need more detail and technical info.
9. Offer samples, freebies, whenever possible - journalists love them!
10. Don't phone the journalist just to check they have seen your press release. If it's of interest they will call back - or phone instead of email in the first place.
ends
1. Spend lots of time writing the email catchline - this is often all the journalist sees and it has to be good to get them to click on it.
2. Include plenty of quotes so the journalist can get more of a feel for whether there is a good potential phone interview to be had.
3. Make sure there are lots and lots of 24 hour contact details. Journalists, especially freelance ones, work at odd hours. I've often needed a quote at 10pm at night.
4. Ask yourself 'why this, why now?' when you are writing. If you don't have an answer, don't write a press release - it's not news. This is probably the most important press release tip.
5. Cut out the OTT superlatives - "amazing, best, innovative, unique, incredible new product'. These are offputting and make journalists think there actually isn't a story in there and it's all puff.
6. Keep paragraphs and sentences punchy and short.
7. Finish the release with 'ends' so the journalist knows there's nothing missing from the end.
8. Don't just send out one press release - target it for each publication. You may need to write several. Trade press often need more detail and technical info.
9. Offer samples, freebies, whenever possible - journalists love them!
10. Don't phone the journalist just to check they have seen your press release. If it's of interest they will call back - or phone instead of email in the first place.
ends
Tuesday, 21 April 2009
10 PR tips for finding ‘a story’…
1. Change
What has happened or changed is the essence of all news. Has anything changed in your business in the last 18 months? (New products/services, new premises, staff, trading location, contracts, trends in sales, etc)
2. Date link
Most magazines and newspapers fit some of their features and news coverage around dated events. Does anything in your business link to a particular dated event, for example: Halloween; Mothering Sunday, etc.
3. News link
Does anything in your business – or anybody – link to a news event.
Examples - coastal erosion, credit crunch, something a celebrity is doing, a local planning decision.
4. Charity
Sponsorship, donations, case studies.
5. Oddity/uniqueness
Anything in your business that is the first, last, best, worst, longest, shortest, fattest, fastest, ugliest, most beautiful – anything that is unusual. Landmark events: the thousandth item off the production line, five hundredth customer of your new restaurant, first shopper in the newly refurbished premises.
6. Controversial
Are you prepared to be controversial? Can you criticise the Government (local or national), football club, etc?
7. Create a story
Is there something you particularly want to publicise? Can you produce data on it? A survey of your customers, or a list of top 10… Can you speak out about something in the news?
8. You as news
Is there anything about you that is might make news? Have you suffered personal setbacks, health or family issues you have overcome? Have you battled ‘against the odds’ to achieve something? Do you have an unusual upbringing or background? Do you have celebrity contacts?
9. Can you think small?
Is there a national or international event, or development, that you can filter down to city or county – or even individual level. Can you provide a case study that shows how a big story is affecting the local community?
10. Projection
Similar to point 9, but more future orientated. Look beyond current events and focus on what might eventually be the results, reaction, consequences or impact. For example, how will Norwich City’s fortunes impact on local businesses?
What has happened or changed is the essence of all news. Has anything changed in your business in the last 18 months? (New products/services, new premises, staff, trading location, contracts, trends in sales, etc)
2. Date link
Most magazines and newspapers fit some of their features and news coverage around dated events. Does anything in your business link to a particular dated event, for example: Halloween; Mothering Sunday, etc.
3. News link
Does anything in your business – or anybody – link to a news event.
Examples - coastal erosion, credit crunch, something a celebrity is doing, a local planning decision.
4. Charity
Sponsorship, donations, case studies.
5. Oddity/uniqueness
Anything in your business that is the first, last, best, worst, longest, shortest, fattest, fastest, ugliest, most beautiful – anything that is unusual. Landmark events: the thousandth item off the production line, five hundredth customer of your new restaurant, first shopper in the newly refurbished premises.
6. Controversial
Are you prepared to be controversial? Can you criticise the Government (local or national), football club, etc?
7. Create a story
Is there something you particularly want to publicise? Can you produce data on it? A survey of your customers, or a list of top 10… Can you speak out about something in the news?
8. You as news
Is there anything about you that is might make news? Have you suffered personal setbacks, health or family issues you have overcome? Have you battled ‘against the odds’ to achieve something? Do you have an unusual upbringing or background? Do you have celebrity contacts?
9. Can you think small?
Is there a national or international event, or development, that you can filter down to city or county – or even individual level. Can you provide a case study that shows how a big story is affecting the local community?
10. Projection
Similar to point 9, but more future orientated. Look beyond current events and focus on what might eventually be the results, reaction, consequences or impact. For example, how will Norwich City’s fortunes impact on local businesses?
Tuesday, 14 April 2009
Annoying habits of PRs - No 1.
I am starting a list of annoying habits of PRs - when dealing with journalists. This is the first of what I'm sure will be a long, long list...
Annoying habit No 1: Calling to see if you've "received my press release".
My mobile is ringing. I'm driving in a busy line of traffic. I pull the car up on a kerb, answer the phone, and...Anonymous enthusiastic female voice: "Hi, is that Liz. Is now a good time."Me: "No" (Thinks...but does it make any difference what I answer you will carry on regardless anyway.)Anonymous voice: "Hi, my name is Camilla. I'm calling from Whatever, Whatever- with-the-posh-office-in-central-London Public Relations Company... Did you get my press release? Yes, it was about how green tea can reduce ridges in your nails, now it's summer time. Apparently, Emma Bunton has been seen drinking green tea and she has lovely nails. I was just wondering if you might be interested in writing a story about this?"Me: Thinks (Er, No. Not if it was the last possible press release on the planet. Get lost, have you seen my inbox full of PR crap - email after email of story-free press releases about stuff I would never ever write about. And PR salaries are probably double journalists (not that I'm bitter. Well actually I am) Have you no idea what a "story" actually is. AAAAGhhhh. Go away Camilla).Me: Actually says "Oh thanks, but it's not really my kind of thing. But thanks anyway".AAAAAAAAAAAghhh. I know PRs are told to ring after they have sent a press release, to check the journalist has received it. But how tedious and how ridiculous is this. If it were a story and I were interested in it, I would ring the PR.
Annoying habit No 1: Calling to see if you've "received my press release".
My mobile is ringing. I'm driving in a busy line of traffic. I pull the car up on a kerb, answer the phone, and...Anonymous enthusiastic female voice: "Hi, is that Liz. Is now a good time."Me: "No" (Thinks...but does it make any difference what I answer you will carry on regardless anyway.)Anonymous voice: "Hi, my name is Camilla. I'm calling from Whatever, Whatever- with-the-posh-office-in-central-London Public Relations Company... Did you get my press release? Yes, it was about how green tea can reduce ridges in your nails, now it's summer time. Apparently, Emma Bunton has been seen drinking green tea and she has lovely nails. I was just wondering if you might be interested in writing a story about this?"Me: Thinks (Er, No. Not if it was the last possible press release on the planet. Get lost, have you seen my inbox full of PR crap - email after email of story-free press releases about stuff I would never ever write about. And PR salaries are probably double journalists (not that I'm bitter. Well actually I am) Have you no idea what a "story" actually is. AAAAGhhhh. Go away Camilla).Me: Actually says "Oh thanks, but it's not really my kind of thing. But thanks anyway".AAAAAAAAAAAghhh. I know PRs are told to ring after they have sent a press release, to check the journalist has received it. But how tedious and how ridiculous is this. If it were a story and I were interested in it, I would ring the PR.
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