Peloton Ad Still Has Everyone’s Heads Spinning

“A Peloton?!”

Little did Peloton know that the ad that began with this simple exclamation would spark a global controversy. By now you’ve either seen or at least heard about Peloton’s recent holiday blunder. The 30-second commercial titled, “The Gift That Gives Back,” has stirred both controversy and mockery among audiences. From comedic spoofs and outrage over perceived sexist and classist undertones to the company’s stocks falling, the spot has generated conversation and results that the Peloton brand didn’t anticipate.

“We constantly hear from our members how their lives have been meaningfully and positively impacted after purchasing or being gifted a Peloton Bike or Tread, often in ways that surprise them,” a Peloton representative said in a statement Wednesday.

“Our holiday spot was created to celebrate that fitness and wellness journey,” the statement said. “While we’re disappointed in how some have misinterpreted this commercial, we are encouraged by — and grateful for — the outpouring of support we’ve received from those who understand what we were trying to communicate.” – The New York Times

Peloton’s efforts to convey a relatable fitness journey, while admirable and surely made with the best intentions, missed the mark. But what was it about this ad specifically that struck such a cord? There was the backlash regarding the husband’s demeanor, the camera angles, the facial expressions of the “Peloton Wife.” But it was more than that. The ad didn’t feel genuine, it didn’t evoke inspiration or pathos. It was…well, awkward.

Here are some thoughts from Deanna Tomaselli and Ashley Jones:

What did you think about the ad?

D.T.: When I first saw it while watching TV before all the uproar, I thought they missed the mark and it was corny. Especially compared to last year’s holiday ad where the husband buys the bike for his wife and secretly uses it for himself (there’s one where the wife buys for the husband, too.) Clever! Then I saw the online reactions and just laughed. Do I think it’s sexist? I wouldn’t go that far; I would say it’s simply a bad ad.

A.J.: I saw the ad before seeing any of the online commentary and opinions, and my immediate response was “Oh man, this makes me cringe.” And I wasn’t cringing because I was offended in any way, the ad was honestly just laughable to me. I didn’t think it would receive this kind of negative attention, particularly surrounding sexism. The claims about the husband being abusive are a stretch. It simply lacked a powerful, resonating message.

What would you have done differently?

D.T.: If they want to follow her journey, I would have changed it to her buying it herself. That changes the dynamic. It’s her choice and her journey.

A.J.: I think if they wanted to stick with a “gift giving” theme it would have been more powerful to have a story behind WHY she wanted one. Did she have a health scare that warrants the need for more exercise? Is she fulfilling a lifelong dream to run a marathon and this will help with training? Does she have a beloved friend or sibling who she used to exercise with that now lives far away, but the bike enables them to work out together again? Some kind of storyline would have at least helped us as an audience root for her and detract a lot of this “sexism” talk.

What do you think makes this ad resonate so awkwardly with audiences?

D.T.: Peloton ads have always been kind of a joke (just take these memes). This one though, she just looks terrified. It’s a home workout for crying out loud! No one will see you. Plus, the way she is Instagram storying (so it looks like) is just weird.

What’s important to recognize, is that Peloton is an aspirational brand. The bikes and treads are certainly not cheap, so clearly, they are trying to reach a target demo, which I think always comes across in their messaging and advertising. I think people took this TOO far and should have kept it more fun, like the memes above. I also liked Peloton’s response since I would have been disappointed as well. All in all, I think people are making too big of a deal about this, but Peloton should get called out because the ad is bad. But, I would still like a bike. 😊

A.J.: I think it was how overly dramatic the entire commercial was. It was difficult to feel inspired by an already in-shape woman talking about her (for some reason?) scary, at-home journey to…being more in shape? On her incredibly expensive stationary bike? The actress’s facial expressions were distracting and the script was just so over-the-top. I’m not bashing the fact that this woman is healthy and wants to push herself to be the best, but it’s just not hitting home the message I think Peloton wanted to.

Don’t get me wrong, I love an ad that causes a stir because interesting conversation and perspectives ensue. The response to this was reminiscent to me of the polarizing effects of Gillette’s “The Best Men Can Be” ad. However, Gillette’s ad had purpose, a timely and powerful message. This just lacked authenticity.

Tell us – what were your thoughts on the ad?

For 2020 Planning, Be a G.R.I.N.C.H.

Originally published in MediaPost

By: Jordan Mitrik

 

Everyone has heard “Don’t be a Grinch!”

That’s a phrase that resurfaces every year — plastered on ugly Christmas sweaters and holiday party invites — referencing the iconic yet mean-spirited titular character in Dr. Seuss’ “How the Grinch Stole Christmas.”

If someone calls you a Grinch, they’re insinuating you’re a grump or killjoy. No one wants to be a Grinch.

But a G.R.I.N.C.H. is an entirely different matter.

As you build strategic 2020 recommendations for your brand (or brands), use this time of year to assess the current landscape and how you — as a digital marketer — can enhance the overall experience for customers at every touchpoint.

Here’s how.

[G]et a grip on data analytics.

Everything we do is driven by data, which is able to deliver valuable insights that can inform planning, the user experience and more. Make 2020 the year you collect, manage and better analyze data to help understand customers’ behaviors and adjust your approach based on that insight. If you commit to supporting data analytics in marketing, you’ll make better optimizations and recommendations that should increase profits.

[R]efine content through audience messaging tests.

Running an A/B test lets you compare two versions of content with different variables (such as copy or design) that are shown to users to ultimately determine what performs best based upon campaign objectives. If you’re unsure if a “Buy Now” or an “Add to Cart” CTA will deliver a higher click-through rate, test it before the campaign formally launches.

A/B testing allows dollars to be used more efficiently and let you get to know your audience better.

[I]ncorporate influencer marketing.

Influencer marketing is progressively more popular among brands. According to Influencer Marketing Hub’s “Influencer Marketing 2019 Study,” 86% of brands intend to allocate budget to influencer marketing over the next year.

Creating long-term partnerships with influencers outside of a company’s four walls builds third-party credibility, among other benefits.

[N]ail down your content strategy – and stick to it.

Now’s the time to evaluate your content strategy and make refinements to reflect 2020 business objectives. Are there new content types to introduce? Does the publishing cadence need updating? Having a successful content strategy starts with a solid foundation. Answer these questions now to prevent roadblocks later.

[C]reate SEO-friendly content.

For your brand to thrive online, you need SEO-optimized content favoring Google’s algorithms and boosting search rankings.

Are you conducting keyword research to see what your audience is searching? Adding backlinks to older content? Mature plans by including an SEO strategy.

[H]ave a mobile-first mindset.

According to Facebook data, people are consuming content 41% more on mobile versus desktop. When brainstorming and producing content — whether it’s videos, landing pages or e-newsletters — create a user experience with mobile in mind.

Get in the 2020 spirit by being a G.R.I.N.C.H. You’ll find yourself on your brand’s nice list.

Disney+, Mr. Rogers and Black Friday – Great tactics, Powerful Messaging and a Few Tips

By: Ashley Jones

The arsenal of “Lizzie McGuire” and “That’s So Raven” episodes are at our fingertips, Tom Hanks is portraying a Pittsburgh legend and Black Friday sales are right around the corner. Easy to suffice it’s been a hell of a time for some great PR—let’s take a closer look:

Photo by Thomas Kelley on Unsplash

Disney+ & Netflix/Nickelodeon

Let’s be honest, Disney+ could’ve offered just their theatrical animated features and we would still have chomped at the bit. While these films are enough of lure in their own right, Disney used the data at their fingertips to effectively utilize the assets they already have.

“More than 80 percent of streamers are either Millennials (ages 18-34) or Gen X (35-54). That means that the two biggest demographics for Disney+ will be people who have children and those who grew up in the ‘90s and ‘00s.

That’s why, for its early days, Disney is emphasizing nostalgia. They’re bringing back classic Disney Channel originals like “Motocrossed” or “Brink!” while putting their next “Star Wars” story exclusively on the platform. And for the children of these generations, they’re including classic cartoons and Pixar movies.” – PRsay

Millennials feel strongly about the pinnacle of childhood television occurring in the 90s. Despite being a no-brainer, it was nothing short of genius for Disney to appeal to their core demo with the shows and movies their targeted audience grew up loving and haven’t gotten to indulge in for years. In fact, Nick at Night had already found similar success by airing beloved 90s cartoons and shows like “Kenan and Kel” and “All That” after a certain time on the channel. Speaking of Nickelodeon, anyone else hear about their team up with Netflix? Thoughts?

Artwork by ALICIA KACHMAR | Photograph by Jayna Janelle (JJ Crochet)

“A Beautiful Day in the Neighborhood”

How could one not be excited about America’s dad portraying America’s role model? “A Beautiful Day in the Neighborhood” has stirred up excitement since its production was announced. The film stars Tom Hanks as the one and only Fred Rogers and was filmed quite literally in our neighborhood.

While the life and legacy of Mr. Rogers in one to be celebrated in its own right, the timeliness of this film’s debut shouldn’t be underestimated. The last few years have been tumultuous in terms of politics, crime and bias, from immigration laws and environmental issues to sex scandals and gun control. Right now, everyone could use a little bit of that genuine Fred Rogers magic to remind us we’re all human and all deserving of kindness and respect.

Yes, Pittsburgh is a sports town that bleeds black and gold. Yeah, you can’t commute anywhere without crossing at least one bridge. So we might say “yinz” and pretend it’s just as grammatically sound as “ya’ll.” And, yes, we revolutionized the culinary industry by putting fries on our sandwiches and salads. But, maybe it’s time for Pittsburgh to be known for something bigger, especially while the nation’s eyes are on us through the lens of Mr. Rogers. Perhaps this is Pittsburgh’s moment to lead by example and demonstrate what being neighborly truly means.

Black Friday

Next week is already Thanksgiving which means Black Friday is right around the corner. It’s the ultimate weekend for procrastinators to catch up on holiday shopping without the usual harsh reality of a one-day shopping spree.

So, should your brand partake? If so, how do you make sure you’re not just another company shouting percentages at potential consumers?

First, be realistic and commit. If you’re going to offer Black Friday incentives make sure they’re worthwhile and beneficial to both you and your target audience.

This article from Square offered a few great ideas to help your brand’s Black Friday marketing cut through the clutter. If your company is a small locally-owned business, we liked these tips in particular:

  • Find your hook
    • Limited-edition, local or handmade items customers can only get at your store? Promote those!
  • Team up with other small businesses
    • Remember that discussion about Mr. Rogers earlier? This is a great time to collaborate with fellow local businesses to incentivize and attract shoppers.
  • Make it a party
    • Decorate, put on a killer playlist, offer drinks and snacks. Make your business a place shoppers simply can’t pass by and want to spend time in. Don’t be afraid to go that extra mile. For example, if you own a fashion boutique, put on a mini fashion show to demonstrate your newest line of clothing.
  • Bundle products together
    • Now is the time to promote your products as much as possible. Offer discounts and deals for the purchase of multiple related items. If you own a book shop, offer an incentive for purchasing a book, a writing accessory, and a candle together.
  • Stay open late
    • Black Fridays are busy. There are tons of places shoppers want to try to hit in one day. Give them a little extra leeway, plus appeal to the customers who don’t enjoy the madness of Black Friday mornings by staying open for a few extra hours.
  • Go the extra mile
    • Wrap those purchases up or give a free little gift. Offering something as simple as a free holiday cookie with your logo on it is a great way to show your thanks and get in a little extra brand marketing.

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Thanks to our 2019 PRSA Holiday Party sponsors!

From Resume Mishaps to Public Slanders, We Failed Forward at PR Summit

PR Summit: Failing Forward

You can’t appreciate the ups without the downs, the A+ without the F-, the success without the initial failure. We’re human – we make mistakes. Whether you’re a student or the CEO of a company, you’ve made them. What matters is how you channel that momentary defeat into an opportunity to learn, grow and fuel your redemption.

On October 1, we gathered at the Ace Hotel, the perfect raw space, to have a candid, open and honest discussion about the fumbles, mistakes and embarrassing moments of our careers. But the discussion didn’t end there, it led to the subsequent skills, capabilities and confidence we’ve garnered as a result. As we all know, no career path is linear or perfect.

Give a Round of Applause to Our Speakers! 👏

But let’s face it, failing isn’t necessarily fun even if it provides a platform for growth. Failing can be an obscure journey to find the buried treasure. We appreciate our speakers and panelists for accepting the challenge to share their screw-ups with a room full of strangers:

  • Jason Clark, Actor, Comedian, General Manager, Arcade Comedy Theater
  • Dr. John Hull, Professor of Psychology, Bethany College
  • Dan Sprumont, Lead Digital Experience Owner, Highmark Health
  • Lily Whorl, Fellow, Red Havas
  • Stacey Federoff, Communicator and Public Relations Graduate Student, Point Park University
  • Hollie Geitner, Vice President, Culture & Brand Ambassador, WordWrite

Tweet Ya Later

Here’s what some of our attendees had to say about their experience at PR Summit:

 

 

 

 

 


Always Fail Forward

For anyone who missed PR Summit: Failing Forward, check out some of the takeaways brought to us by Dr. John Hull:

  • Recognize that failure is an expected part of life; we all fail.
  • We need to separate failing at doing something from feeling like a failure when things don’t go well.
  • Fear of failure is not all bad – it may, in fact, help us improve our planning, thereby reducing the chances of failing.
  • We really can’t do just anything we set our mind on. To think this is to predispose ourselves to failure – and maybe even learned helplessness.
  • Anticipate the optimism/pessimism cycles inherent in working on long-term projects. Early overoptimism can lead to unnecessary failure.
  • Recognize that the way you do something isn’t necessarily the best way for everyone to do it. Your method may succeed for you, but not necessarily for others.
  • Remember self-efficacy and self-image, and how self-protective we are. We need to recognize that, even though we all think we are above average on most things,  sometimes we are, in fact, responsible for failure.
  • Organizational climate matters. A more collaborative (collectivist) climate is generally more supportive than a competitive (individualistic) climate, and can lessen personalizing failure.
  • Let some time pass before confronting failure. Most of us are more likely to be objective rather than self-protective if we wait a bit; in the long run, that will help.
  • Avoid self-handicapping. Give it your best shot – but understand that sometimes even your best shot won’t be good enough.


Thanks again to our 2019 PR Summit sponsor!

Researchscape International is an agile survey-research consultancy and SaaS firm delivering PR surveys, omnibus surveys, automated reporting tools and other research-related services to marketers and agencies. Its surveys are frequently used to drive thought leadership, support content creation and help grow organizations’ public profiles. Custom surveys support product launches, crisis communications, customer satisfaction and more.

You Are Not Alone – PRSA Pittsburgh Stands by Those with Mental Illness

Ending the Stigma

Diabetes. Cancer. Alzheimer’s. They’re noble causes that hundreds of thousands of individuals across the nation come together to raise funds and awareness for.

Depression. Suicide. Anxiety. They’re causes just as noble, though are so often stigmatized.

But mental illness isn’t just having a bad day. It’s not just feeling a little bummed every now and then. It’s not just a simple switch able to be turned off.

Mental illness is life-changing. It’s unpredictable. It often requires both psychological and medical treatment, in addition to conscious self-care management. It’s very, very real.

In fact, according to NAMI.org:

  • 1 in 5 U.S. adults experience mental illness each year
  • 1 in 25 U.S. adults experience serious mental illness each year
  • 1 in 6 U.S. youth aged 6-17 experience a mental health disorder each year
  • Suicide is the 2nd leading cause of death among people aged 10-34

Despite these numbers, less than half of U.S. adults with mental illness received treatment in 2018.

It begs the question: why are individuals not receiving treatment? Is it healthcare or cost-related? Or is the stigma against mental illness so powerful it prevents individuals from seeking necessary treatment for fear of tarnishing their personal reputation or even job security?

We want to see change. That’s why PRSA Pittsburgh has partnered with NAMI Keystone this past year to offer communications outreach on behalf of their “CEOs Against Stigma” campaign.

NAMIWalks Keystone Pennsylvania

And now you can help, too. Join us at the NAMIWalks Keystone Pennsylvania on Sunday, October 6 at the Monroeville Community Park West.

Or, if you can’t make it on Sunday, consider making a donation to our team here.

All funds raised directly support the mission of NAMI to provide support, education, and advocacy to individuals and families right here in our community.

Mental Illness Awareness Week

NAMIWalks Keystone Pennsylvania kicks off this year’s Mental Illness Awareness Week, October 6-12. Mental illness affects everyone directly or indirectly through family, friends or coworkers. Throughout the week, take the time to educate yourself and those around you about the facts surrounding mental illness.

If you or someone you know is in an emergency, call The National Suicide Prevention Lifeline at 800-273-TALK (8255) or call 911 immediately.

Cigarettes, Juul and the Quest for Success: When Targeting Your Audience Goes Wrong

By Ashley Jones

The advertiser’s dream: audience targeting. It’s what Facebook, Google and, in 2019, pretty much every digital platform in-between has gifted us. With a few clicks of a mouse, we can target our campaigns with hyper-precision: gender, age, demographic, geographic location. Even specific interests of those best suited to receive our ads. It’s cost-effective, and it increases the conversions we need to achieve our campaign goals.

But we don’t just target digitally — we target through our creative strategies as well. We target our ideal demographic through our creative assets in terms of our choice of colors, the age, and ethnicity of models or influencers, the copy, the media placement. The list goes on.

But targeting an audience is only half the battle of campaign success. The true heartbeat of any campaign is, and always will be authenticity. You can meet or exceed every objective of your campaign strategy, but if your messaging is misguided, fictitious or deceitful, your credibility and reputation can be tarnished. Negative backlash can connote your overall brand, sales can drop, and, in more extreme cases, legal action can be taken.

More importantly, the well-being of your audience can be at stake.

The Juul Example

Recently, Bloomberg published an article regarding the infamous Juul and a lawsuit taken against Juul Labs Inc. and Philip Morris USA Inc. for “illegally marketing nicotine-delivery devices to minors and deceiving consumers about the risks of vaping.”

Not long after, The New York Times published a piece about the FDA’s warning letter to Juul for the illegal marketing of their product as “safer than traditional tobacco cigarettes.”

If you haven’t heard of the Juul, no doubt you’ve seen the sleek USB-looking e-cig in the hand of a college-age kid, or the vapor clouds at bus stops, on the street, even in the grocery store. It’s the latest “alternative” to cigarettes. And it’s gained momentum, fast. Particularly, among Gen Z – many of whom are kids not old enough to even legally purchase. Paradoxical; considering the Juul’s “goal” is to “improve the lives of existing adult smokers.”

Remember That Scene in Mad Men?

But it’s no secret that the tobacco and nicotine industries have a convoluted advertising history.

In 1937, Camel ran an advertising campaign supporting the idea that their cigarettes “aided digestion.”

In 1949, Viceroys cigarettes deployed an advertising campaign that claimed your dentist thinks “smoking isn’t all that bad for you.”

In 1951, L&M claimed their filters were “just what the doctors ordered.”

These are just a few examples of the vintage advertising campaigns that claimed cigarettes could achieve great feats — like helping you keep a slender figure, curb your candy cravings and cure a common cold. With a quick Google search, you can find countless slogans, billboards, and advertorials perpetuating the health benefits of cigarettes — unsupported by facts.

But there’s no denying these ads were, well, really successful. Although they didn’t have digital targeting at their fingertips, thanks to the introduction of color print, tobacco companies were able to create campaigns and cartons that were aesthetically pleasing to target mothers, athletes, and young adults. They constructed a trendy lifestyle, even fashionable – if you didn’t smoke a square, you were a square. They included beautiful women and handsome men. Their slogans purported health benefits, self-image improvement and normalized the act of smoking.

As suspicions began to arise about the real health risks of smoking and its link to cancer and other diseases in the ‘50s, the ads began to reassure consumers by featuring doctors, dentists as well as popular actors and athletes, like Ronald Reagan and Willie Mays who swore by cigarettes, thus appealing to consumers’ trust. And consumers were dedicated to their particular brand of smokes.

By 1953, 47% of American adults were smoking cigarettes.

After the U.S. Surgeon General’s first Smoking and Health report were published in 1964, there was a steep decline in the smoking rate of adults.

Not a Solution, but a Replacement 

Despite the radical decline of smoking in recent years, “vaping” has found its place. But not with the community of adult smokers who have been addicted to nicotine for years, or those seeking to kick the habit to try to combat the long-term health tolls their bodies have taken. Since the Juul’s inception in 2015, vaping among 12th-graders increased from 16.3% to 26.7%.

For a company dedicated to curbing the already-existing habit of adult smokers, Juul’s targeting didn’t quite seem to align. Their initial ads were bright and colorful and depicted attractive 20-somethings enjoying the pleasures of life while vaping. These ads were scattered along with metro areas and highways, in addition to social media platforms with trending hashtags. The company also tapped dominantly millennial and Gen Z demographics social influencers for blogs and Instagram posts. And the campaign performance has been incredibly successful: teen exposure to these ads is every seven in 10. As a result, 27.5% of high school students and over five million youth are current e-cigarette users.

Juul didn’t appeal to the middle-aged parents trying to quit for the sake of their children or elderly smokers diagnosed with smoking-related diseases looking to finally put the habit to rest. In fact, they’ve done just the opposite. They’ve placed addictive nicotine products in the hands of people who have never touched a cigarette. Instead of educational campaigns that expressed the dangers of smoking and how the Juul could help wean cigarette use, their campaigns repeated the tobacco industry’s past of glamorization.

Thanks to recent backlash, Juul has pulled many of its original ads and replaced them with commercials that explore existing smokers’ experience with “making the switch.” However, this has done little to curb the radical increase of vaping, according to The New York Times.

Considering traditional smoking’s negative stigma, and compared to the harsh smell of tobacco, it’s understandable how it may be hard for younger users to believe that the mango smelling nicotine within their dainty, decorated little devices could have the same health repercussions as cigarettes. And true, scientists are still learning about long-term health effects. But, will it be too late?

After all, there are now hundreds of cases of curious vaping-related diseases. And the toll for vaping-related deaths has risen to seven. While none of these can be linked to one specific source, it’s enough to heighten concern and scrutiny.

Learn from the Past, Old Sport

As communicators and advertisers, we hold great power and responsibility can be heavy. We influence the world down highways, on television and phone screens. We shape how individuals feel about a company and its products, what individuals purchase and what individuals believe.

As our capabilities continue to advance, we must be as transparent and genuine as possible as we approach our campaigning and the way the world perceives the messaging we share. Just because we can, doesn’t mean we should. It’s a dangerous game we play – don’t cheat.

In the Spirit of Failing – Practice Interviewing Like It’s an Instrument

By: Ashley Jones

My Dad, The Drummer

My dad is a dedicated drummer. Anytime you look at him he’s tapping away to the beat of a song in his head or following along to a song he has blasting on full volume. After a couple of introductory lessons to learn the basics when he was 12 years old, he taught himself the rest (and this was pre-YouTube tutorials, mind you).

When I was 11 years old, my dad tried to teach me to play. He held my hands as I held the drumsticks to demonstrate some rudimentary drum rolls – easy as pie, a piece of cake. The second he let go, the bakery was on fire. I couldn’t hold a beat with two limbs, let alone four.

I gave up so easily. Despite knowing practice and studying were necessary, I still maintained that desire for inherent aptitude and instantaneous perfection.

Pfft, Interviewing is EASY

When it came time to interview for my first big kid job, an administrative coordinator position at ARTnews in New York City, I thought I had it in the bag. I studied education – if I could command the attention of a room full of angsty teens to explain classic literary works, surely, I could hold a conversation and answer the questions of one professional. I did a couple of hours of research on the magazine the night before, checked out a few common interview questions and made sure I got to bed early. Enough effort to ace an interview, right? Wrong. So wrong.

I couldn’t give a coherent explanation for switching career paths. I couldn’t remember the current editor’s name or the year the magazine was first issued. I couldn’t give examples of what was happening in the modern art world or what some of my favorite art publications were. When the interviewer asked me if I had any questions for her near the end, I squeaked out a very unsure, “no.” I was never so embarrassed in my life.

I don’t think I have to tell you I didn’t get the job. I didn’t even get the courtesy let-down email. Rightfully so. I made it clear that I didn’t take the opportunity seriously enough to pass even the most routine aspects of the interview. I never wanted to feel that way again.

Just Kidding, Interviewing Takes Work

For my next interview, I was full-on determined for redemption and success. I spent at least a full week in preparation –

  • I didn’t just peruse the website, I studied it. I made sure to know the company’s CEO, mission, values, clients, and industry.
  • I went on Glassdoor to try to get an idea of the interview process and questions individuals had been asked before.
  • I researched general interview questions and interview questions specific to the position I was interviewing for. I wrote down my answers and took up at least seven pages of notebook paper front and back. And then I studied that.
  • Then, I had a friend ask me those questions and I answered them verbally without reading the answers I had previously written down.
  • I researched the best kind of questions to ask after an interview and made a list of roughly 12 questions to ask, just in case some of the ones I initially planned to ask were naturally answered throughout the interview.
  • Finally, I put together a portfolio binder complete with my transcripts, letters of recommendation, resume and tons of work samples to reference and present.

Embrace Embarrassment

After a phone interview and two rounds of in-person interviewing, I nailed my first professional job at ProExam in New York as an editor. In each interview, I felt confident and prepared, almost a step ahead of my interviewer. I was able to anticipate their questions; I was able to provide real-world examples, and I was able to genuinely demonstrate my interest in the company and the opportunity before me.

I’ve used the interviewing practices previously mentioned to great success, landing three of four career opportunities stemming from interviews since my job in NYC.

But if it weren’t for bombing that first interview, I wouldn’t have learned how to prepare properly. Sometimes it takes embracing embarrassing situations and failures to challenge you to do and be better.

It reminds me of my dad and his drums: repetition, patience, dedication, and passion. You might drop the drumsticks now and then, but picking them back up is what matters. That’s what it takes to succeed.

Join us at the 2019 PR Summit: Failing Forward

Join PRSA Pittsburgh at the Ace Hotel on October 1 from 5:30PM to 9:00PM for an evening of networking, learning, and failing forward. For one night, we’re ignoring those award-winning ideas, and we’re going to instead talk about the presentations we bombed, the campaigns we created that met exactly 0 of our KPIs, and the jobs we lost.

Get tickets here!

Our Flaws Are Our Strengths

Originally Published on Public Relations Strategery| By: Steve Radick

 

I get distracted easily. I don’t call my mom nearly often enough. I’m sometimes, ok, oftentimes, arrogant. I have constant anxiety over the fact that I give presentations talking about how success isn’t measured using impressions and likes, yet I find myself building client reports that do exactly that. I’ve sent emails complaining about how bad my client is…to my client. I have no idea how to use power tools.

The list of my mistakes and flaws could go on and on. Just ask my wife. So could yours. So could everybody’s…if people were willing to talk about them.

But no one wants to talk about their flaws, mistakes, screw-ups and failures. They’re embarrassing. They’re uncomfortable. They’re awkward. They make us seem weak and inadequate.

That’s why we use technology to hide every flaw, cover up every defect, and filter every word. Every text, email, post, and Snap is concepted, staged, shot, and shared to emphasize our strengths and optimize our brands.

We can present the absolute best version of ourselves all the time. And that’s the problem.

Our flaws are our greatest strengths and we’re not only not using them, we’re actively hiding them.

Don’t believe me?

  • Think about the waiter that tells you not to order the fish because it’s not fresh.
  • The car salesman who tells you the car you’re considering has a lot of reliability issues.
  • Or the politician who goes on Saturday Night Live and lets the cast poke fun at him.

Now think about your reaction to those situations.

  • You don’t order the fish, but you do order the pasta the waiter recommended.
  • You believe the salesman when she directs you to another car she says is much more reliable.
  • You start to think that politician isn’t such a bad guy – you might even say you’d have a beer with him.

These reactions are driven by science. The Pratfall Effect states that people viewed as highly competent are deemed to be more likable following a blunder. And as Robert Cialdini explains in his book “Pre-Suasion: A Revolutionary Way to Influence and Persuade” – when you admit your flaws, people are more receptive to what you say or do next. And several recent studies have demonstrated that while we over-magnify our own flaws, we minimize flaws we see in others.

It’s why we still embrace celebrities like Charles Barkley or Britney Spears. It’s not despite their scandals and mistakes. It’s because of them. It’s why celebrities read mean tweets about themselves on Jimmy Kimmel. It’s why shows like Worst Cooks in America: Celebrity Edition and Dancing with the Stars exist. It’s why Dove’s Real Beauty campaign has won every award. It’s why Eminem won the final rap battle against Papa Doc.

Psychologically speaking, it’s our own insecurities that prevent us from using some of our greatest assets in building and maintaining relationships. We underestimate the power of authenticity, flaws and all. Our flawed reality, no matter how difficult it is to talk about, creates a stronger, more sustainable brand than a perfectly manicured one.

That’s why flaws are the basis for PRSA Pittsburgh’s annual PR Summit – “Failing Forward.” We’ve all bombed job interviews, flubbed presentations, sent emails to the wrong person, and shared unflattering pictures of ourselves. Instead of hiding from those things, let’s celebrate them. Let’s turn our flaws into our strengths.

Get ready for the 2020 PRSA Renaissance Awards

A look at what’s changing this year

By: Robin Rectenwald

Planning for our biggest event of the year — PRSA Pittsburgh’s 2020 Renaissance Awards — has been in full swing. As the Renaissance Chair, I couldn’t wait to share what we’re changing this year.

1. NEW DEADLINES

You may have noticed that we’re promoting the Renaissance Awards early this year. The awards ceremony will still take place the last Thursday in January – January 30, 2020, but we’ve decided to open and close the call for entries before the holidays. Entries will open September 9, giving you plenty of time to submit your campaign, tactic or individual award before the holiday stress kicks in. The early bird deadline to submit an award entry is October 11 and the final deadline will be October 25.

Please note the timeframe of the work completed will remain the same. The work of the campaign or tactic should be completed between October 1, 2018 through September 30, 2019.

2. NEW VENUE

This year’s Renaissance Awards will take place at Point Park University’s Pittsburgh Playhouse – the new theater located in downtown Pittsburgh on Forbes Avenue (not to be confused with the old playhouse in Oakland). Based on feedback from previous years and to help keep the costs of tickets down, the Pittsburgh Playhouse offers a beautiful space to mingle, heavy hors d’oeuvres and two complimentary drinks. Street parking is free after 6 p.m. or there are plenty of spots available in the Market Square Garage (228 Forbes Ave, Pittsburgh, PA 15222), less than two blocks away from the Playhouse.

What about the Renaissance After Party? Don’t worry, we got that covered as well. Join us this year at Wolfies Pub located less than 500 feet away from the Playhouse. We’ll be sure to remind you closer to our event in January! 

3. NEW AWARD ENTRIES

This year we have two ways for students to participate – the Student Campaign and the Bob O’Gara Student Scholarship.

We know how hard students work in their classes and on campus. That’s why we’ve decided to create a new entry just for college students to submit their campaigns. We’re excited to showcase their work at the 2020 Renaissance Awards. Students, this is a unique opportunity to share your talent and creativity in front of hundreds of companies. And employers, what better way than to recruit new talent!

The Bob O’Gara Student Scholarship honors an outstanding undergraduate student with a $2,000 scholarship. Bob O’Gara is an admired professor who recently retired from Point Park University. He has been a long-time supporter of PRSA Pittsburgh. We will continue our tradition of awarding a scholarship in his honor, which is open to all Pittsburgh-area students, even if you’re not a Point Park student.

4. NEW CEREMONY FORMAT

This year’s awards ceremony will be very different from past years, but we think you’ll love the changes. This year, we have two goals – to maximize networking time with the best PR teams coming together to celebrate their work and to fully showcase each campaign and tactic. How will we do that?

More networking time

With doors to the playhouse opening at 4:45 p.m., guests will have ample amount of time to network (and eat) from 5 – 6:30 p.m. and after the awards until 10 p.m. with desserts and post-ceremony drinks. The awards ceremony will start at 6:30 p.m. in the PNC theater. Because it’s theater-style seating, we won’t have tables like we have in the past, but teams can still buy group tickets. More to come on event ticketing and prices.

Shorter ceremony format

This is a big change, but one that I’m most excited about. During the ceremony, we won’t present awards by going through each award category. Instead, we will highlight the campaign, share videos and photos of the campaign, and hand out all of the awards that entry received at once. This means that we will not repeat campaigns that are submitted for multiple award categories and teams will only come up once to retrieve their awards. Why? Because we want to give ample amount of time to showcase each campaign once without feeling rushed or enduring a long awards ceremony.

Focus on the visuals

We want this year’s awards ceremony to be visual, so we’re asking that teams submit videos and photos we can share. The same is true with the individual awards – we’d love to see videos of our individual honorees to get a full picture of where they work and hear more about them from their colleagues.

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As you can see, we have some big changes in store for this year’s awards, so we wanted to make sure you knew about them before entries are due. We think this year’s event is going to be extra special, so we hope you will join us! If you have any questions about the entries or these changes, please don’t hesitate to reach out to us! If you want to reach out to me directly, feel free to email me at robin.rectenwald@wordwritepr.com.

Important Dates

September 9, 2019 – Call for Entries open

October 11, 2019 – Early bird deadline to submit entries

October 25, 2019 – Final deadline to submit entries

January 30, 2020 – 2020 Renaissance Awards Ceremony at the Pittsburgh Playhouse

A Look Back at Renaissance Award Success – Top Hat

By: Ben Butler

To prepare for this year’s upcoming award season, we’re taking a look back at some of our previous Renaissance Awards winners to see what made them successful, and what they’ve been up to since.

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Campaign Name & Year 

“Will Work for Beer” – 2018

Agency/Organization

Top Hat — an award-winning design and marketing communications agency in Millvale.

Campaign Overview

As of April 2017 Top Hat had worked with 30 different industries, but something was missing: beer clients. So rather than waiting around hoping their luck would change, they decided to launch “Will Work for Beer.”

“Will Work for Beer” was a call to all craft breweries — Top Hat would do any communications project purely in exchange for beer for one brewery. Interested breweries had to send in a compelling presentation as to why they should select them as our partner.

The campaign resulted in a flood of media attention — from Hop Culture Magazine to Adweek — and word of mouth. It attracted brewery pitches from all over the United States, and even as far away as Brazil. Top Hat ultimately selected Lord Hobo Brewing Company, the country’s soon-to-be fastest growing regional craft brewery from Boston.

The campaign also went on to win (2) prestigious Silver Anvil Awards later that year.

What It Won

  • “Best in Show”
  • B2B Campaign
  • Reputation Management
  • New Products & Services Communications
  • Media Relations
  • Digital Campaign

Why it won

“Aaron (Top Hat creative director/partner) and I have always been pleasantly surprised by how much people love this campaign,” says Ben Butler, APR, founder of Top Hat.

“It was a relatively simple idea, but very disruptive for our space. Usually agencies kind of just wait for the new industry sectors to come to them. Any efforts otherwise tend to fall flat (pun intended).”

“Most of all, however, I think besides being a fun idea, we had tangible measurables that demonstrated to the judges just how successful our efforts were. We blew those out of the water, entered a brand new industry we’d never touched, and doubled our business within one year.”

Advice for Creating an Award-Winning Entry

“The judges want to know what you were trying to achieve with your campaign, and why that goal mattered at all,” says Butler. “For us, it was crystal clear — revenue-driving business development in a new sector that we aimed for and surpassed.”

“You also have to sell them on why your approach was a good idea. What research did you do? What hypothesis did you come to? Make that all crystal clear in a nicely formatted PDF, and you’ll be putting yourself in the best possible spot for success.”

What the agency/company is up to now

Since “Will Work for Beer,” Top Hat has gone on to work with 19 different beer brands including the iconic Pittsburgh Brewing Company. They recently launched the complete design identity and communications overhaul for Iron City Beer, I.C. Light, and I.C. Light Mango this summer.