Communicate Your Success

Jonathan Richardson April 17th, 2007

“Thank you to all the spammers out there who have helped me reach this milestone. I could not have done it without your consistent efforts to sell me drugs on the cheap using poor grammar and syntax.” – JR

 P.S. I installed Akismet a couple months back to help stop a flood of blog spam, and it works like a charm. You can pick up the plugin for your WordPress blog at http://akismet.com/.

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Jonathan Richardson April 4th, 2007

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Jonathan Richardson March 30th, 2007

As I give regular presentations on how to prevent identity theft, I expect to be ahead of the curve on understanding how to safeguard against ID thieves. But even if I didn’t know a single thing about it, I’d still laugh at the statement from a recent TJX press release regarding the company’s loss of what turns out to be 45 million credit and debit card numbers.

In standard quasi-apology form, the company states it regrets the inconvenience and that “TJX will also provide information for customers on its website, www.tjx.com, including tips on preventing credit and debit card fraud and other steps customers may take to protect their personal information.” I’d suggest that first on the list should be “Don’t buy anything from a TJX company unless you’re using cash, because it’s our fault your information was compromised in 2003 – 2006.”

If I sound bitter, it’s because I am. I was one of TJ’s lucky customers that received a letter from my bank stating my account could be compromised. I will never shop at TJ Maxx again, even with cash.

There is more to a shopping experience than just the storefront. Customer experience starts at the store but carries through to actions made by nearly every employee within an organization. As communicators, we should remember to regularly consult with other departments within our organization to be prepared for this type of negative situation. When practicing for a crisis, ask other employees what’s being done to prevent that crisis from ever happening. In TJX’s case, the fact that the company was storing certain consumer information, which may have run contrary to VISA’s Payment Card Industry Data Security Standards, should have raised a warning flag about possible issues regarding network intrusions.

So goodbye TJ Maxx. I’ll miss your great deals and wide selection, but I’m just not down with any brand that suggests a credit check after every purchase.

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Jonathan Richardson March 26th, 2007

Nike is known around the world for its sports equipment and apparel. It is also known for public relations fumbles on important issues like using child labor. Past problems aside, the company is now handling a product recall issue like a pro.

Recently, Nike issued a recall of the company’s Sumo2 drivers because they are actually too good. In tests the driver added 1-2 yards of distance, putting the club just out of acceptable USGA conformance standards. To ensure fair play, Nike is asking customers who purchased the Sumo2 to fill out a form to have the club replaced at no cost. The best part is, Nike will ship those customers the new USGA compliant club first, then ask that the old club be returned in the box used to ship the new club. The only thing worse than screwing up a product and releasing it to consumers is making said mistake then forcing consumers to jump through hoops to have the problem, your problem, fixed. By quickly and responsibly handling this recall, Nike may have actually boosted its image among those golfers who purchased the club.

I understand this isn’t a big issue in the grand scheme of things, but then maybe that’s the point. Consumers demand companies take action when their computer batteries explode or the local chemical plant spills a substance with skulls and crossbones on the container. But what if the problem is something small, like a club that gives someone an unfair advantage? To most, the slight advantage probably won’t matter. But to a few of the more serious golfers, Nike is proving their respect for their customers and the sport of golf. Instead of shrugging it off, Nike faced this issue head-on and turned a small glitch into a great opportunity to show its dedication to providing fair, quality equipment.

Public relations practitioners should take a page from Nike’s playbook and remember that correcting a problem, no matter how small, can actually increase customer loyalty and respect for your brand.

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Jonathan Richardson March 23rd, 2007

I’ll be turning off my electronic life-support box (aka HP Pavilion) for the day tomorrow and paddling to Fort Pickens. (click picture to enlarge)

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Jonathan Richardson March 20th, 2007

This doesn’t relate to public relations, but some stories are just meant to be told.

I went to the gym tonight and did both free weights and cardio, as I’ve been slacking this week and wanted to catch up with a good workout. An hour and a half after walking in, I left the gym sweaty, worn out and ready for cold jug of Gatorade. As I walked to my car, I noticed an elderly man in a wheelchair, pushing himself backwards up the road next to the gym. This road is on a steep incline and I could tell the man was struggling.

In that moment, I made a choice. I thought about getting into my car and driving home just as the person out before me had done. Then I realized this was one of those rare instances where I could choose to put the needs of someone else before mine. I asked the man where he was headed, to which he replied “the BP up the road.” The convenience store of which he spoke is roughly four blocks from the spot where I met him and the road continues its upward slope the entire distance and requires crossing a main thoroughfare. My luck right? As tired as I have ever been, and now I’m offering to push this man and his wheelchair up a hill and down the road.

As I pushed the man to the store, he spoke to me of being hit by a car, which landed him in his current state. He also talked of his time in the Army with a proud and strong tone that seemed out of place for his frail body. It was just small talk on the way to the store, but to this elderly man I could tell the interaction was truly appreciated. As we arrived at the store, the man pulled a worn glove from his right hand and reached out to shake my hand and thank me for the assistance.

As I walked away, I realized it was the man who had helped me. So many times in this life, we don’t stop to help other with the small things that can make a big difference. This frail man helped to put things in perspective though. For all the small complaints I have about work and time and goals, there are so many more things for which I have to be thankful. In helping this old man, he was in turn helping me just as much, if not more.

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Jonathan Richardson March 19th, 2007

There are worse things than being stuck on a runway. This had to be a tough decision for the crew.

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Jonathan Richardson March 14th, 2007

As promised, here’s a link to the presentation I gave March 13 in your class. You can also watch the videos that would not cooperate by clicking here for the Kryptonite lock video or here for commentary from PR Week news editor Keith O’Brian.
If you’re interested in learning more about social media, I’ve included some links to quality information at the bottom of this post. I wish each of you much success as you graduate and move into the world, and feel free to contact me if you have questions or comments. After all, it’s all about the conversation.

Media Shift guide to RSS

Influence 2.0 [PDF]

Shift Communications PR 2.0 Essentials

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Jonathan Richardson March 12th, 2007

Hat-tip to the Core 77 Design Blog.

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Jonathan Richardson February 25th, 2007

The U.S. government is using social media tools and tactics in an attempt to maintain a voice outside U.S. borders.
 
Karen Hughes, Under Secretary for Public Diplomacy and Public Affairs at the State Department, has hired Arabic-speaking bloggers to monitor international blogs and post comments in an effort to correct misconceptions and refute propaganda. She’s also giving exchange students video cameras to record their experiences in America and post them to YouTube. Hughes herself is participating by recording State Department trips to other countries.

Read more about Hughes’ efforts in this Austin American-Statesman article:
http://www.statesman.com/insight/content/editorial/stories/insight/02/18/18hughes.html

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