Topic of the Week 11
For this assignment I explored The Creative Career for interesting podcasts relevant to the profession of public relations. On this site I discovered a link to CBC Radio’s show “Art of Persuasion,” hosted by Terry O’ Reilly. Each show is a half-hour long, so I was able to enjoy two of O’Reilly’s clips.
In this episode, O’Reilly commented on some of the catastrophes within the world of public relations. First, company acronym failures were discussed. For example, the Wisconsin Tourism Federation’s acronym “WTF” became a huge joke after “WTF” became short for “what the…” (Well, you can fill in the blank). Other acronym fails belonged to the Tokyo Institute of Technology and Duke University Hospital.
One publicity fail O’Reilly highlighted was made by KFC in 2009 after Oprah announced its “two free grilled chicken pieces, 2 sides, and a biscuit for free” promotion used to introduced its new grilled chicken menu choice. KFC, however, underestimated the power of Oprah and supply was killed by outrageous demand and many eager customers left the restaurant hungry.
Finally, O’Reilly commented on marketing strategies with new products. “Marrying a brand with the right strategy and the right creative direction is like a culinary art. You might like smoked sturgeon and you might like strawberry jam, but that doesn’t mean you want them on the same cracker.” It is important to do the research before presenting an idea.
The most important thing “Persuasion Fail” teaches PR professionals and students is that failure is sure to happen, especially in an industry where so many risks are taken. O’Reilly, however, encourages us to “fail forward.” In order to succeed, it is necessary to bounce back stronger and smarter.
Embracing New Media
In this episode, O’Reilly discusses how new media brings about new changes in communication, especially language. New media and the introduction of new language, however, brings about problems. O’Reilly explains that each new media enters a “grace period” in which consumers have to figure out which manner, form, and language best suits the new media.
One great example of this new language was the early days of the telephone. If it was up to Alexander Graham Bell, we would be answering the phone using “Ahoy, Ahoy!” Instead, as we all know, “Hello” was adopted as the universal telephone greeting.