By Jordan Mitrik

Unless you’ve been living under a rock the past week, you’ve probably come across while scrolling through your social media feeds or gazing at the television screen about the recently launched mobile game Pokémon Go. 

For those of you who may have been hibernating, Pokémon Go is a concept created by the makers of the ‘90s hit franchise Pokémon. The original game, created by video game designer Satoshi Tajiri, enabled users to capture 151 types of Pokémon – or ‘pocket monsters’ – with the ultimate goal to “catch ‘em all.” It was launched for Game Boy, eventually spreading to additional video game devices, the small screen for a hit cartoon series and various apps.

Fast forward to July 2016, the Japanese consortium between Nintendo, Game Freak and Creatures made its way once again to our mobile devices, but in a different light. The same concept of capturing Pokémon by launching red and white “Poké Balls” is still present, but Pokémon Go, developed by Niantic, puts users on a real world scavenger hunt using your location and camera devices to virtually battle and catch the creatures.

Since its July 6 release, fans of the franchise are running wild over the game, literally. Users are asked to physically get up and walk – or run – around with their mobile device to locate and capture the famous creatures. The Pokémon characters can be found virtually anywhere, leading users to finding them while ordering a burrito at Chipotle, dancing at a wedding reception or attending church for a funeral.

The game has already surpassed Candy Crush Saga as the biggest mobile game in U.S history, and Nintendo’s shares are up more than 50 percent since Pokémon Go’s initial release. There is no doubt the game has been a commercial success. There is also no doubt it’s been covered on every news outlet or media source since its launch date. You can’t check your news feed without reading about it, but is the coverage all positive?

The game itself received mixed reviews from game critics, and the same can be said by reports from news outlets. The game has been suggested to have many health and mental benefits to individuals and has even helped fight crime. Despite the positives, the app has also caused many injuries and placed users in unsafe situations, giving the game some unwanted media coverage.

From a marketing standpoint, Pokémon Go has been gold for many brands. Since users are forced to go out to new and different locations, there is a potentially increased foot traffic for many businesses. In addition, brands have jumped on the bandwagon to attract customers by using the game as a marketing tool.

Currently, players can battle or capture Pokémon creatures at various locations designated by the game creators, but Niantic chief executive John Hanke announced Pokémon Go will soon offer sponsor locations for brands on a “cost per visit” basis to help drive business and facilitate a mutually beneficial relationship between the franchise and many companies.

Brands such as Olive Garden and Jimmy John’s have embraced the Pokémon Go mania and have interacted with their consumers via social media to help them battle and catch the characters. Fortunately for brands, players have reciprocated by mentioning which companies are Pokémon Go hotspots and are capturing their brand experiences on sites such as Twitter and Instagram.

Whether good or bad, ever since Pokémon Go has graced our mobile devices, the media has managed to make it top news, allowing the interactive game to overflow your social media channels, news apps and family dinner conversations. Pokémon Go has stimulated conversation between brands and consumers in the most unlikely of ways, yet has become a source of fun and interactive brand storytelling. It has made people talk, and more importantly, get off the couch.

Who would have thought Pokémon Go could potentially be a part of your brand’s next marketing campaign?

Jordan Mitrik is an account executive at Jampole Communications and serves as blog coordinator for PRSA Pittsburgh. He is a recent Waynesburg University graduate where he studied public relations and marketing. Connect with Jordan: Twitter | Linkedin | Website

In the midst of vacations, picnics, summer home improvements and refilling their coffee mugs to stay awake for it all, the 2016 Board came together at the end of June to review the Chapter’s latest works and continue to plan for upcoming programs and initiatives.

Aside from gaining new members and adding new networking events to the calendar, perhaps one of the most exciting updates was that PRSA Pittsburgh President Steve Radick welcomed a new addition to his family: a Havanese-Poodle mix named Bella! Congrats!

Photo courtesy of Jefferson County Humane Society and Jefferson County Animal Shelter

As the Board continues to achieve its goals, let’s take a moment to reflect on some of the highlights of the year’s second quarter:

• Hosted the year’s first Communicator Tour at American Eagle, bringing together nearly 40 young professionals to learn about the corporation’s unique and innovative working environment.
• Hosted a Women in Business Partner Event at Wigle Whiskey where attendees engaged with female industry leaders from the Pittsburgh area. The event included a keynote presentation as well as breakout sessions that were designed to target challenges women in business face and how they can overcome them in a meaningful way.
• Hosted a panel discussion, “GIFs, Memes, Hashtags and Celebrities – What content can brands create and share and what should they avoid?”, that helped answer the many questions communication professionals face when curating content.
• Distributed three e-newsletters, highlighting outstanding members, event recaps, upcoming programs and the role of social media in a global crisis. To view the latest Chapter e-newsletter, click here.

If you have any suggestions for our Board, email us as info@prsa-pgh or find the Board Chairperson you wish to reach here.

Visit our blog for future updates and discussions on the latest industry trends!

Anxiety sets it. You’re frustrated, nervous and possibly already feeling defeated and defensive. We’ve all been there, but it doesn’t have to be that way.

On Wednesday, June 29, three intellectual property attorneys from The Webb Law Firm took time to speak with the PRSA Pittsburgh Chapter at the Rivers Club to better explain some of the intricacies of law when it comes to marketing and PR.

Cecilia Dickson, Christian Ehret and Chris Sherwin were led in the discussion by moderator and PRSA President Steve Radick. The group covered everything from the unique challenges associated with the Olympics, to how to determine who is a celebrity.

When it comes to getting what you want, it all boils down to the fact that knowledge is power. The more you are aware of the laws, the easier the process of approval will be.

“Doing a little bit of research upfront so you can go in with a few talking points is important,” stated Sherwin. “There are a lot of great websites that you can reference and there are public relations organizations that have aggregations of trademark law that you can go on to get a bullet point to say ‘I think we can use that.’ Present it that you have done the research. If you go with definitive questions and they are able to give you a definitive answer, you are able to wash your hands of any blame.”

First and foremost, familiarize yourself with state law. Laws vary in each state, but to be cautious, look to California’s laws, which are the most restricting in protecting individuals and their rights.

When approaching an in-house lawyer, remember that intellectual property in marketing may not be their specialty. By doing your own documented research up front and having other voices to support you, your chances of approval increase dramatically.

A timely topic discussed was the summer Olympics, coming up later this summer as brands look to offer patriotic support to the U.S. team, or individual competitors. But there are many areas to be cautious of in staying away from showing association or a partnership with the Olympic games.

“The Olympics has special regulation under the U.S. code, just for the Olympics, that gives them Super Trademark Protection,” said Dickson. “They don’t have to prove likelihood of confusion. If you say the magic word ‘Olympics,’ they can come after you. And, the Olympic committee is very aggressive.”

Items to be aware of referring to the Olympics are made available on the International Trademark Association website.

Regardless of posting about an Olympian, or a photo featuring one of your product’s consumers, the safest bet when posting on social media is to always do your homework to protect yourself and your brand!

For more information on content curation and whether or not you can fall into legal trouble, take a look at The Webb Law Firm, PRSA’s informational guide about copyright or visit lawyer, blogger and speaker Kerry O’Shea Gorgone’s blog that discusses legal issues social media marketers can face.