The Rights and Wrongs of Auto Show Media Days
I’ve been in Detroit this week for the media days portion of the North American International Auto Show. In addition to actual client work, it’s a great chance to reconnect with automotive industry colleagues as well as the business, consumer and lifestyle reporters who love cars and trucks. Unlike trade shows, no one’s here to sell anything other than coverage and content. Getting shoppers psyched about the current and future crop of automobiles starts when doors open to the public.
For most of us who’ve been on the auto show circuit for a few years, there’s enough material to write a big book about the good, the bad and the very ugly. For now, here are a few pointers for anyone attending or hosting press events at a trade or consumer show. Be a pro – do it right.
Right: General Motors put the first numbered edition of the media launch event press kit for its new-generation Corvette Stingray on eBay, with all proceeds going to charity. Great idea, GM!
Wrong: Certain alleged members of the press who received an invitation to the media launch event promptly put their press kits up on ebay.
This has been going on ever since automakers started creatively packaging press materials. Tacky, with a capital T. Press kits are not a profit center.
Right: There were no reported fisticuffs or injuries sustained while rushing a press kit counter during the show, so perhaps civility is on the rise. That would truly be a capital letter RIGHT.
Wrong. We suggest revoking media credentials to all attendees observed stripping the very cool, albeit heavy metal Jeep press kit box (a field “emergency” kit including the ever-invaluable hand sanitizer) of its press material content, just to get their hands on the freebies. It’s undoubtedly the same list of professionals who stuff their pockets and tote bags with biscotti and other treats supplied by exhibitors.
Right: Espresso bars and recharging stations are proliferating at the manufacturer stands. Kudos to exhibit managers for recognizing the two most important requirements for helping media manage 10 hours of back-to-back press conferences: caffeine and fully-charged devices.
Wrong: Watching a hospitality area guest openly and loudly berate a PR person because they’d run out of a certain lunch item. Note to the rude guest: no one is required to provide the costly, often multi-course meals served during media days. Have you priced convention food services lately? Be happy – or go buy a hot dog at a concession stand.
Right: To warm up for consumer days, exhibits are often staffed by a mix of knowledgeable, polished and helpful product specialists of both genders. We’ve worked with the agencies that manage these teams, and they undergo rigorous training and most know all the vehicle specs. They deserve courtesy.
Wrong: Exhibitors that insist on equipping their all-female product specialist teams in 6-inch heels and plunging necklines. Note to car manufacturers: don’t sagely nod at female car buyer statistics and give lip service to diversity. Put it into action and start by taking a look at who’s representing your product in your stand.
What’s your favorite media days right and wrong?
You too, CNN? Objective Journalism Takes an Extended Holiday
In the wake of the unimaginable tragedy in Newtown, Connecticut, on-camera reporters understandably had trouble hiding their emotions when reporting from the scene. How anyone—regardless of profession—could not have been impacted is certainly a rhetorical question. Despite what many in the viewing world may sarcastically feel, reporters are living, breathing and feeling human beings. Many are also mothers and fathers. Their job, to interview fellow parents who’ve just experienced the ultimate, incomprehensible loss, certainly tested the composure and decorum of those reporting from the scene.
Unfortunately, the days following the massacre also led to repeated and unwelcomed interjection of opinion, once the investigation’s specifics had been revealed and the topic of gun control took center stage. Accordingly, the anticipated slants from the likes of conservative Fox News and liberal MSNBC were there for the eyes to see. Like the presidential election before this tragedy and the fiscal cliff showdown that followed, the all-too-familiar talking heads and pontificators articulated their views through the slanted approach we’ve come to know over time.
Sadly, the subjective, highly emotional perspective found their way into the “hard news” reporting of CNN, long-considered a bastion of true, old-fashioned objective journalism, from the on-the-scenes reporting of Soledad O’Brien to the bombastic, salacious interrogation of Piers Morgan.
Those of us who were schooled in journalism learned early on that true, objective reporting should never include slant, subjective interpretation of facts, or the slightest trace of personal beliefs, no matter how deeply embedded they might be.
Gather the facts, and report them accurately and without the interjection of opinion.
Since its inception in 1980, CNN established a name for itself as a source of objective hard-news coverage offered 24 hours a day, 365 days a year. Its journalistic prowess and integrity were honed through landmark coverage from international occurrences like the Challenger disaster in 1986, the Persian Gulf War five years later, and the attack on New York’s World Trade Center in 2001.
For more than 30 years, CNN was the “go-to” source for clear, unfiltered news coverage. Seemingly, ratings gains from upstarts Fox and MSNBC in recent years have impacted CNN’s approach. Sadly, hard-news just doesn’t sell these days.
But for those of us—and this group must be larger than network executives think—who seek unbiased, truly objective news reporting, we have to believe that opportunity exists for a national broadcast entity to stay on the straight line without taking sides on any issue—no matter how heightened sensitivities may be. Here’s hoping someone—anyone—sees this need and brings us “news coverage” in its truest, and most literal definition.
Photo courtesy of article.wn.com
Why Do “Successful” Videos Have to Be Viral?
Yeah, we get that millions of views translate into higher brand awareness, bragging rights and potential ad dollars, but let’s admit it – as PR professionals, doesn’t the term “viral” make you grind your teeth…hard? Most “viral” videos are comical, shocking, emotional or stupid, ergo supremely entertaining or moving. Sometimes brand awareness is enough. But we also believe in building in calls to action that create qualified leads, increase sales and otherwise create return. Viral status aside, here are a few videos worth mentioning.
Brandware Take: Thumbs Up!
Sierra Nevada
http://vimeo.com/53546831
Sierra Nevada launched a new website after nearly a decade of the same-old, same-old. In conjunction with the refresh, they released a video that details the brewery’s history. The video has caught the attention of many a beer blog and forum. It features older footage of the brewery mixed with clips of the lifestyle of its target audience. It’s very well produced and speaks to the spirit and passion of Sierra Nevada and the craft beer category as a whole. – Jordan Walker
Harvard Baseball Team
http://www.youtube.com/watch?v=eEWVwgDnuzE&feature=player_embedded
With no shortage of “Call Me Maybe” parodies this year, it was hard to pick a favorite. But the Harvard baseball team video definitely gets a thumbs up. Why? There’s just something about a men’s college sports team jamming out to the pop anthem of the summer that makes you want to watch…and share. The video has been seen by nearly 17 million people and drew the attention of Mashable, Time, Billboard and NBC Today Show. Media coverage like that can instantly rocket a group, client or product to pop culture icon status. For the next 15 minutes, anyway. – Kelly Nichols
Security Cameras
http://www.facebook.com/#!/photo.php?v=10151313894748529&set=vb.682778528&type=2&theater Great marketing hits you in the gut, not just the head or the heart. The video “Security Cameras Sometimes Catch Something Completely Different” did exactly that. I saw this video the week of the Presidential election and it had already received 1 million shares. This video isn’t selling anything at all. It simply puts forward evidence that human kindness, compassion and decency exists abundantly in this world. I give it a thumbs up because its hyper-relevance and timing could not have been more perfect. – Lisa Aloisio
AT&T
http://www.youtube.com/watch?v=joNHwnqVcq8
AT&T has the best example of capitalizing on a viral video this year. A short clip from a high school scrimmage game turned into an online sensation when a football player flipped over his defensive opponent. AT&T caught wind of the video after it received millions of YouTube views and immediately produced a commercial capitalizing on the video. Now, this commercial is featured during primetime hours and almost every major televised sporting event. Thumbs up all around in terms of content and results. – Amanda DeMarcus
Olympics
http://www.youtube.com/watch?v=1AS-dCdYZbo&feature=youtu.be
Thumbs up for “The Queen Sequence” from the Opening Ceremony of the London Olympic Games – It sells the many sights and symbols of London, right down to the very thread used in the Queen’s Guard’s tunic. These images and details made it easy for viewers at home to imagine what they would see on their own trip to London. This video was also timely with the then upcoming release of Skyfall, the latest in the James Bond movie series. (The actors did fall from the sky, after all!) Also, I’d be remiss if I didn’t mention that the corgis gave this video the cute factor – and for many, Daniel Craig gave this video the HOT factor! – Lindley Presley
Brandware Take? Could Have Been Better
Nicole Westbrook’s “It’s Thanksgiving”
http://www.youtube.com/watch?feature=player_embedded&v=ZSBq8geuJk0
This spoof on Rebecca Black’s mega-huge “Friday” is tough on the ears and a bit limited on comedic value. Nevertheless, it still manages to earn its place on numerous “Top Viral Videos of 2012” lists. Thumbs down for its lack of focus on creating monetization value. Companies with Thanksgiving ties (Butterball? Ocean Spray Cranberry sauce? Stouffer’s stuffing mix?) could have capitalized on this with a fun take at how their products can transform even the most miserable, lonely and uneventful Thanksgiving into a festive occasion. – Jeff Perlman
KONY 2012
http://www.youtube.com/watch?v=Y4MnpzG5Sqc
The Kony 2012 campaign from Invisible Children was the epitome of “viral video.” Currently, it has over 95 million views and millions of people pledged their support. While it initially generated a lot of awareness, it quickly faded from the spotlight. The focus shifted to the CEO’s public meltdown and the company never regained control of its message. I give it a thumbs down because the video missed the opportunity to capitalize on its expansive reach and drive viewers to action. – Alyssa Applegate
Political Punches
http://www.guardian.co.uk/world/video/2012/dec/13/ukraines-parliament-brawl-video
I was appalled when I viewed the recent Ukrainian parliament brawl. Despite intractable partisan bickering and the imminent threat of financial collapse in the U.S., our politicians still don’t legislate through violence. That’s a distinction that not every nation can claim. This video is a reminder that utter chaos can erupt at the drop of a hat (or gauntlet) and that civility and peace should always be preserved. It also reminds us that our petty insecurities – thinning hair, thickening waistline, etc. – pale in comparison to our fundamental need for security. Thumbs down for content but thumbs up for motivation. – Andrew Saluke
Photo courtesy of Booher Consultants
