What companies can learn about crisis PR from the United Airlines leggings incident

On Sunday morning, a United Airlines gate attendant barred two teenage girls from boarding a flight from Denver to Minneapolis because they were wearing leggings. News of the leggings incident went viral, and within hours, United Airlines had a PR crisis on its hands.

The incident started when Shannon Watts, political activist and founder of Moms Demand Action, overheard the exchange and tweeted about the incident to her followers.

 

 

The airline responded to the public backlash with its own tweets to explain the incident.   

 

 

The company also issued a release explaining customers are welcome to wear leggings on its flights. The release explains that United views employee pass riders as representatives of the company and expects them to be appropriately dressed for flights.

 

 

Though United responded quickly to the crisis, customers, activists and even celebrities such as Chrissy Teigen and Patricia Arquette have expressed anger about the incident.

Jonathan Guerin, a United spokesperson, said himself the airline should have done a better job of responding to the situation. According to Reuters, Guerin said, “We’ll definitely take something away from today, but we’ll continue to engage with our customers (on social media).”

So what can other companies take away from this viral situation when facing their own crisis?

First, never underestimate the power of social media. Incidents today don’t stay contained, and with Facebook and Twitter, angry customers have an easy—and potentially viral—outlet.

Second, be sincere. Many considered United’s response to the issue stilted or unsympathetic. As per the Reuters article, Guerin said the company could have been more clear in its initial response to the issue.

Finally, have a plan for your social media outlets. United did a great job of responding to a potential issue quickly and telling its side of the story, but because the initial response was bungled, it backfired. Know what kinds of feedback you need to respond to, what you’ll say, and in what format you will respond.

After all, the best way to handle a crisis is to prepare for it before you’re facing it. If you need help crafting your plan, give us a call. At Wellons Communications, we have experience in social media and in handling crisis situations, and we can help you put your best foot forward. Give us a call today at 407-339-0879.

Social media delivers results

Social Media campaign blogMore than 80 percent of Americans have a social media presence. If you’re not using social media as part of your marketing strategy, you’re missing out.

Social media marketing can be extremely effective, and it doesn’t have to be confusing or expensive.

There are two main ways for you to use social media marketing effectively. First, there’s the organic reach.

Organic social media marketing is content you don’t pay for. If you’re in business, chances are you already do this or have at least thought about it. These posts are generally content-driven and help keep your customers up to date with company news. They can also further your company’s brand.

But because these posts are organic, they can easily get lost in the flood of things available on the internet to the point where your followers might not even see them.

Because of that, if you choose to go the organic route, it’s essential to develop a long-term plan for your posting. It’s also important to keep your audience in mind and create shareable content so you can reach new people.

Paid social media posts, however, can help you meet your goals faster. Through paid ads and boosted posts, you can target specific audiences and have a flexible budget. Money can go a long way on social media, because, according to Moz, the average cost is about $0.25 per 1,000 impressions.

To create a strong social media campaign, it’s important to take a few things into consideration.

  • Target the right audience. Paying for posts that are going to the wrong audience can deplete your budget quickly and deliver few results. Write your posts for the specific audience you want to reach and put some thought into who your ideal target is to create an effective audience.
  • Budget your campaigns. Learn from experience which posts generate more engagement and reach. See which posts have a higher relevancy in Facebook and which ones convert into paying customers. Tracking conversions over social media can be difficult, but, over time, trends may emerge.
  • Choose the right platform. Although 18- to 29-year-olds dominate social media sites, there’s a more even spread of generations on Facebook, according to Pew Research Center. Use the platform to your advantage. For example, if you have a visual product or experience you want to promote, Instagram may be the way to go.

At Wellons Communications, we have experience creating both organic and paid social media campaigns. From the beginning, we’ll customize a plan which can help your company gain new customers and grow the relationship with your current customers. Give us a call today at 407-339-0879 to see how we can help your business grow to its fullest potential.

Let’s be clear: Why clarity is essential in your communications

With a multitude of changes unfolding as 2017 moves forward, we are increasingly seeing what kind of turmoil can transpire if communications are not perfectly clear.Clarity Image

Ask yourself “How clear are the messages I am conveying to my clients, my associates, and my potential clients?”

Are your communications immediately understandable — or is your core message lost in a sea of techno-babble that few can understand?

Are your messages consistent? Are you saying the same thing, in the same way, every time you communicate your message?

Do your communications talk to your audiences…or at them?

Communications go well beyond what you may think

In business, communications start with the usual letters, memos and emails. But it also includes informative brochures, marketing and advertising materials, publicity and public relations information, websites, logos, and anything that represents or defines your product or service.

And that’s just a part of the communications process.

Business communication also includes tone and language and nonverbal behaviors. Timing, and the context that surrounds your message, can influence whether or not your audience will even see your message, let alone understand it. How you convey your message affects clarity.

Combine the complexities of communicating simply with the number of ways messages can launched — from Twitter to texting – and the importance of communicating clearly becomes even more magnified.

The seven C’s: an old idea that remains surprisingly up-to-date

At Wellons Communications, we adhere to the seven C’s, a notion originated by respected University of Wisconsin public relations academics Scott Cutlip and Allen Center in 1952. The seven C’s include:

  • Correct: From spelling and grammar to information, is it totally accurate?
  • Clear: Do you present one thought at a time?
  • Concrete: Do you say precisely what you mean?
  • Concise: Do you get to the point quickly?
  • Complete: Do you provide a means so your audience can reach you?
  • Consideration: Can everyone understand your messages?
  • Courteous: What is the tonality of your message?

Reminder: Communications are the bedrock of marketing

At Wellons Communications, we offer only one service: effective communications aimed at helping you sell products and services.

Yes, we dutifully subscribe to all the other esoteric qualities of public relations like brand reputation management, social and corporate responsibility, and organizational leadership.

But overarching those hard-to-measure intangibles is the need to generate sales. That’s where we aim 99 percent of our efforts.

We are either trying to increase sales or remove any barriers from making sales.

And that’s about as clear a message as we can impart.

If you want to learn more about how we can help you communicate – with an eye on positively impacting your marketing program, call me at 407-339-0879 or email me at will@wellonscommunications.com.

 

 

Are you asking yourself “What changes do I need to make for 2017?”

With 2016 rapidly running out of days, it’s that time of year when one starts asking “How well is my business doing?” and “What kinds of changes should I be considering?”nov-18-change

You may want to start by asking yourself these tough questions:

• Am I retaining my customer base?
• Am I attracting new business?
• What customers have I lost? Why?
• Am I meeting my financial goals? Why? Or why not?
What do I need to change for 2017?

Take a close look at that last question—and consider what kinds of changes you might need to make.

If you don’t think you need to change anything, think again. Jack Welch, recognized as one of America’s great businessmen, espoused the notion “You have to change, preferably before you have to.”

You have to change to keep up with the changes.

Nothing in business remains static. New products come. Old products go. New attitudes emerge. Old beliefs drop by the wayside.

Even if you believe everything is going great and you don’t need to change anything, consider this: changes outside of your business will necessitate that you make changes to adjust to an ever-changing business environment.

Need some examples? Ask companies like Kodak, Sears, Blockbuster, Pan-Am, and Borders how they fared when they failed to adjust to changing business environments.

Start change by examining your communications strategy.

Change can begin with something as simple as auditing your communications strategy. Ask, and answer, questions like:

• Is my message still relevant to my target audience?
• Am I using the right tools to reach my target audience?
• How does my target audience perceive my message?
• Am I reaching the correct target audience?
• How has my audience changed?

While you are revising your communications strategy, ask yourself one more important question:

Am I using the correct resources to craft and implement my overall communications approach?

That’s where we can help. We provide an objective and fresh look at how and what you are communicating and how it might need to change.

Our approach: We don’t just look for changes. We look for opportunities.

Our firm lives in a communications-centric world, and we know and understand how to create strategies and execute tactical programs that use the right message to reach the right audience at the right time. We know how to change your communications approach to make a meaningful, positive change in the upcoming year.

Before 2016 runs out, call me at 407-339-0879 or email me at will@wellonscommunications.com. Talk with me about taking a look at your communications approach and how we might be able to help you change for the better.

Public relations provides a recipe for success for restaurants on Orlando’s International Drive

Though new food fads are created daily in the restaurant business, it is often the old favorite dishes and drinks that are top sellers.

The Orlando Eye at I-Drive 360

The same is true is in restaurant marketing. Public relations – announcing your story before everyone else does it for you – has been around for years. Some might say that public relations and its main dish, the press release, are old news in today’s digital age. Yet PR is still the building block for restaurant success and a key step to customer credibility.

For owners with an eye on the bottom line, restaurant PR can produce results. It can get people talking about your restaurant, your new space or your new menu.

Wellons Communications has had success with restaurants across the Sunshine State, launching new restaurants and keeping existing brands in the public eye – no matter where the customer gets their news.

This month kicks off the  celebration for Orlando I-Drive 360, a new entertainment complex with the Orlando Eye, attractions and host of wonderful shopping and dining options. Our agency is proud to play a part in the promotion of this new mecca for tourists. We were honored to open Tin Roof, a restaurant and live music venue, as well as Cowgirls Rockbar.

We also opened and partied with McFadden’s Restaurant and Saloon in the neighboring complex Vue at 360. For each of the openings we used public relations to help find qualified staff, educate food media on new signature dishes and create credible media buzz that brings people in the door.

At Wellons Communications, we don’t make the food – but we do make it sizzle.

Mac users steer to more expensive hotels on Orbitz

Many Mac users are fanatical about their computer and are willing to pay extra to own the brand.

Those same Mac users apparently also like to spend a little more on hotel rooms. The online travel agency Orbitz says Mac users spend as much as 30 percent more than PC users on the average hotel booking. The Wall Street Journal reports that the online travel service is showing Mac users more expensive properties.

Orbitz is experimenting with showing different hotel offers to Mac and PC visitors. The move is raising eyebrows and attracting front-page attention. The online travel agency is following a growing trend using predictive analytics to target potential buyers. Orbitz is quick to point out that both Mac and PC users can still rank hotels by price if they wish.

Companies used to just track what websites were being looked at, now they are tracking what computing system are being use.

Budget conscious Mac users should be cautious. Orbitz is likely to begin using the same algorithms to show rental cars and airline flights.

For PC users – especially those with broken hinges on their three-year-old laptop – expect to see more budget-friendly options on the front page of your online travel agency.