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Public Relations & Branding

Public Relations & Branding

Brand Management: Converting Crisis To Victory

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Southwest Airlines Brand Crisis

It was a blazing hot day when 23-year-old student and part-time waitress Kyla Ebbert left her San Diego campus for the airport. She had a doctor’s appointment in nearby Tucson and had a flight reservation with Southwest Airlines.

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Public Relations & Branding

A Public Relations Formula Beyond Illusion

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PR is the most under-used and under-rated communication tool. This is largely because most managers believe their products are too mundane to garner media attention. David Blaine's confinement in a box next to Tower Bridge should initiate a rethink. If a half-naked man doing nothing in an empty box for 44 days can capture hundreds of column inches worldwide, surely anything is possible?

There is nothing supernatural about a slightly unhinged American starving himself in quasi-solitary confinement. What is magical is Blaine's incredible ability to generate, sustain, and manage a PR campaign – so much so that he provides five strategic lessons for managers contemplating PR as a method for promoting a new product or service.

First, focus on a pre-launch stage. Blaine spent a whole month promoting his London adventure. He knew a product's most newsworthy period is, paradoxically, prior to its actual availability. A pre-launch stage builds up the momentum that propels a successful product.

Second, make the launch itself a true event. Blaine ensured audiences around the world read about or tuned in live as he entered the box. The day your product becomes available must be the biggest day in its history.

Turn that day into one, or preferably more than one, big event and work with the media to ensure immediate consumer awareness of your new offering.

When Southwest Airlines launched direct flights to Memphis, it invited Elvis impersonators to make the first journey. The ensuing images of 200 Elvis lookalikes arriving at Memphis, slightly the worse for wear, guaranteed great awareness.

Third,

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Public Relations & Branding

Public Relations: A Question Of Measurement Methods

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Public Relations: A Question Of Measurement Methods

Of all the communication tools that a marketer can invest in, public relations is probably the most underrated.

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Public Relations & Branding

Brand Crisis Analysis: British Airways

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Brand Crisis Analysis: British Airways

British Airways’ Terminal 5 disaster will prove even more damaging to the BA brand than initial indications suggest.

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Public Relations & Branding

The Value of Publicity

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At the Institute for International Research’s The Branding Trilogy conference in Santa Barbara, CA, Jill Vollmer, vice president of brand marketing for Mondera.com said, “Publicity has helped us achieve 5 times the ad value of media placement for every $1 spent. If you consider that the message is coming from a third party (not paid, but endorsed), the additional credibility may result in 10 times the value.”

Sponsored By: Brand Aid

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