5 Superlative Ingredients of a Crisis Communication Plan

How Jeni’s Splendid Ice Creams Is Thriving After Costly Recall

Did you know July is National Ice Cream Month? I don’t know about you, but I’ll take any excuse to eat ice cream every day for a month. And as any of my co-workers and friends can confirm, there are not many things that I get more excited about than ice cream—especially when it’s done right.

I’m an avid ambassador for artisanal ice cream, which all started when I had my first spoonful of Jeni’s Ice Creams in Columbus, Ohio. With a slogan like: “Ice creams built from the ground up with superlative ingredients,” one can expect the company to take a detailed, honest approach to the creamy treat.

Beyond featuring quality, local ingredients such as Askinosie Chocolate in Springfield, Mo., I have admired the company’s approach to marketing for many years. From sharing the founder’s secret recipe with fans to telling the incredible story of their superlative ingredients, Jeni’s Splendid Ice Creams has captured the hearts of many foodies through its strong commitment to authencity.

The Crisis 

On Thursday, April 23, on the heels of Blue Bell’s listeria scare, Jeni’s Ice Creams announced a voluntary recall of all of their product and closing of all of their scoop shops—citing that one of their batches tested positive for listeria. In the food business, a crisis like this can make or break a company. However, if you have a strong relationship with your customers and have a smart crisis communications plan in place, a company, like Jeni’s Ice Creams, can come out of a recall even stronger.

Below are some strategic actions that Jeni’s took that every company can learn from when it comes to crisis communications.

1. Act swiftly and courageously-

Within the first 12 hours of learning about the listeria, Jeni’s made the courageous decision to pull all of their product off the shelves. They did not wait to see if the contamination was contained to a specific flavor (even though it was); they acted swiftly and out of extreme caution. Anthony Huey, president of Reputation Management Associates, told Columbus Biz Insider that listeria contamination is a big deal. “The fact that they pulled their entire inventory did surprise me a bit, but it was certainly a decision made with great thought,” said Huey. “It shows they are committed and care.” In the end, this commitment to safety lost more than 265 tons of ice cream and cost them approximately $2.5 million dollars.

2. Communicate transparently and often-

The company immediately created a microsite (jenis.com/recall) where customers could follow the story as it develops and get more information. That site houses all of their press releases—some written personally from their CEO John Lowe, and the company posted updates often. In addition, they halted all social posts unrelated to the recall and changed all of their social media platform images—including all local scoop shops—to a blank white background to call attention to the announcement. To go above and beyond the call of duty, the company also set up a communications center to field any questions or concerns about the listeria scare. All of these tactics communicate to customers that their safety and wellbeing is the company’s greatest concern during this crisis.

 3. Take care of your team-

After making the decision to close all of their shops, Jeni’s showed further commitment to not only their customers’ safety, but also to their 575 employees. Although scoop shops and kitchens were closed, the company continued to pay part-time employees 25% of their regular pay and full time employees 50% of their pay, as well as keeping insurance benefits for all employees. They slashed budgets and spending to avoid layoffs—a move that had a powerful, positive impact on how fans viewed the brand. People respect companies that take care of their own, especially in times of need.

 4. Own your mistakes, even if you don’t have to-

On May 14, 2015, Jeni’s Splendid Ice Creams announced that the listeria product has been eradicated and production had finally resumed. The company reopened scoop shops over Memorial Day weekend, and fans rejoiced. Unfortunately, less than a month later, they announced another stop in production due to listeria in the kitchen. All of the ice cream being served since May 22 was listeria-free. They did not have to admit something had gone wrong for a second time, but they did and their transparent act to own up to the mistake spoke volumes to fans. “It goes back to your values,” Founder Jeni Britton Bauer told Fast Company. “If you abandon those during the worst times, then they’re not yours, really.”

thank-you

Source: Instagram

5. Show authentic gratitude to your fans-

About two weeks after the recall announcement, Britton Bauer posted a personal thank you to all of the company’s supporters and partners. At the end of the day, fans stood by and applauded this company for their honesty, transparency and commitment to safety. Customers were rooting for her and her company to win. In fact, many fans stood up for the company when other people left negative comments on the Facebook page. That kind of support only comes from cultivating a positive relationship with your fans long before a crisis ever hits.

When the Jeni’s Splendid Ice Creams re-opened their scoop shops, the lines of customers leading up to the doors speak for themselves. The final good news came last week when the company announced that the oh-so-popular milkiest and dark chocolate flavors are officially back in stock.

All in all, this recall only made the company stronger because they built their crisis communication plan from the ground up with superlative ingredients: acting swiftly, owning up to their mistakes, showing committed to their customers’ safety, communicating with extreme transparency and thanking their fans for their support. I’ll leave you with a quote on being creative in a time of crisis from Jeni herself:

“There’s this idea that creativity is about blowing it up and having no boundaries and doing something and not thinking about it. But actually it’s about doing the most you can within the box. Doing what nobody’s ever done within that set of parameters. And that sort of classic creative thinking is what we’ve been doing—finding ways to make our ice cream even better. Not just the same, but even better.”


Bethany-BellThis post was written by Bethany Bell. As the Assistant Public Relations Manager at deep food marketing group, Bell develops and executes PR and social media strategies for global food brands. Before joining deep in 2013, this Missouri State graduate was the Person in Charge of Getting the Word Out at Askinosie Chocolate, an artisan, bean-to-bar chocolate maker in Springfield, Missouri. Growing up in the coffee industry, Bell is also a strong advocate for supporting local.

Cucumber Gelato, 3-D Printed Food, Tables That Light Up and Other Trends Spotted at the 2015 National Restaurant Show

Badge on clear display, slowly ascending to McCormick Center’s second floor, I can’t help but feel my pulse race a bit. Just a few more steps and I’ll be engulfed in a sea of over 2,000 exhibits at the 96th Annual National Restaurant Association (NRA) Show in Chicago. Upon wading in, I’m reminded of a past visit to a Vegas casino. Lots of people, noise and lights, all vying for your attention. Same here.

Enjoying the culinary creations being doled out is part of the fun of attending the NRA, and over the years I have developed a sampling strategy whose base premise is: start early and indulge often. So upon hitting the exhibit floor and spying the PreGel AMERICA booth, do I consider it’s only mid-morning and possibly too early for a sweet treat? Heck, no. They’re sampling Cucumber Yogurt Gelato. Sounds a bit weird, but I’m in. Mmmm. Creamy, cool and refreshing. But before departing, I’m compelled to grab a sample of decadent chocolate mint for the road.

Beyond indulging in countless food samples, one of my top priorities while at the show is seeing the ChefJet Pro culinary 3D printer in action. I enjoy baking and decorated the occasional Wilton-inspired birthday cake for my kids. I also previously worked for a supermarket chain and our talented cake decorators never failed to awe me as they brought a shopper’s vision for a special cake to life by expertly wielding the tip of an icing bag. From the photos I’ve seen, the complex 3D sugar structures emerging from 3DS Culinary’s ChefJet Pro are truly spectacular and artfully positioned on a wedding cake could warrant more camera clicks than the bride herself.

I just ate my first 3D printed food! #NRAshow

A photo posted by Tara Fitzpatrick (@tarafitzie) on

Booth located, I see display cases filled with elaborate 3-D confections created by the “first professional grade 3D food printer,” but no said printer. No worries, I’m directed to the back side of the booth and there it is! About the size of a good-sized paper printer, the unit is humming along, its 3D mission locked and loaded.

Hmmm. After a few minutes of watching it methodically lay down layer upon layer of sugar, flavor and color, I’m bored. The individual layers are so thin, I don’t see the 3-D creation rising skyward in front of my eyes, which I naively expected (later, while reading the product brochure, I learn the build speed is approximately 2 vertical inches per hour), and so my attention is gratefully diverted upon hearing the voice of Anne Burrell.

Now, I’m a foodie through and through so Food Network is on frequently at my house.  Anne Burrell, Star of Food Network favorites Worst Cook in America, Chef Wanted with Anne Burrell and Secrets of a Restaurant Chef, my personal fave, is on stage, her signature blond hair standing at attention, calmly preparing risotto while cheerfully answering questions from a standing room only audience of fans.  A true pro.

She is asked, “What’s your favorite dish to make?” Anne gives the question proper consideration and then confidently responds, “pasta.” She goes on to say that there’s so much to love. She discusses enjoying the tactile experience of using her fingers to expertly combine the basic ingredients and pondering what shape will emerge from the simple mound of dough. Then, influenced by seasonality or just what she’s hungry for, she describes the variety of scrumptious sauces she could create to adorn it. Here’s a chef who can tell a story. Hands punctuating, body swaying, dialogue descriptive, she makes the pasta-making experience sound almost sensual. I have never made pasta from scratch in my life. I leave Anne, committed to do so at the first opportunity.

Energy waning, I justify popping into the Bon Appe booth where they’re sampling their “new and exclusive” poppers made with Nutella®.  Geez, this stuff is good on, under and in everything!  I silently salute the company’s brilliance at stuffing it in a Beignet-like pastry by stuffing a second popper in me.

My wanderings lead me to NunoErin, whose booth, featuring high-tech, sleek tables with colorful, glowing lights, catch my eye. Actually, they are solid surface tables embedded with high density LEDS.  With a soft touch of the hand, the table emits a variety of responsive light behaviors that shimmer beneath your fingers. Ever seen the movie, The Abyss? Super cool. Restauranteurs can greet guests with custom messaging, offer special promotions and engage with social media. Kids can draw light pictures on it, play a game of Pong, etc. I like technology that makes sense, so I ponder the possibilities as I leave their booth. On one hand, I see the benefit of families happily engaging with each other as they interact with their new-age Lite Bright table during dinner. Conversely, I can hear an exasperated mom plead “stop playing with the table and eat your chicken nuggets.” Jury’s out.

Working for a foodservice communication agency, I’m always on the lookout for an impressive exhibit and encountering the semi-sized Mobile Innovation Center (MIC) parked in the Ardent Mills booth brings me to a halt. It’s enormous! I guess it has to be since it features a fully functional bakery, culinary kitchen and meeting space. Their website says it’s “designed to bring on-site culinary creativity, hands-on-education and interactive R & D support right to customers’ front doors.” Impressive. Wonder what kind of gas mileage they get in that thing?

The whooshing sound being emitted from the PITCO FRILATOR in action is drawing a crowd. You gotta see this! Fortunately, the company posted this YouTube video so you can (see above). As the industry embraces the $15 an hour wage, can burger flipping robots be far off? (And did his eyes creep you out a little, too?)

My buddies from Food IQ, the culinary insights firm who offices next door to deep, are demoing beverages in the Coca-Cola booth and I stop by wanting to show my support. After all, my scale can testify to the number of times I’ve benefitted from their gastronomic genius. Plus, I’m thirsty. Mindy Armstrong, Food IQ’s Director of Insights & Innovation, and Jorge Cespedes, R & D Chef, are on-stage with a Coke representative, presenting to an attentive audience. Samples of their delicious Basil Berry Lemonade are distributed to all, and, refreshed, I trudge on.

Before I know it, it’s time to leave the show and head home to Springfield, MO, with one more NRA notch on my belt. I didn’t have nearly enough time to weave through all the aisles of booths but I saw, experienced and tasted, some pretty memorable things, nonetheless. It’s been a tough few years for our industry but this year’s show seemed to hum with renewed vitality. Challenges remain but there are companies out there ready to assist with viable solutions and, once a year, you can find many at the NRA.

Check out the NRA Show’s blog for more recaps of the 2015 event.

janet-brooksThis post was written by deep’s Media Planner Janet Brooks. With more than 15 years of experience in the foodservice industry, Brooks continually brings a great deal of industry insight to clients beyond strategic media planning. In her spare time, she loves to bake incredible pies, cookies and other sweet things.

Pearls of Wisdom: Celebrating 30 %$#@! Years in Advertising

This year deep had the joyful task of concepting the theme for the annual Marlin Network Breakfast. Please note that wasn’t sarcasm. We are proud to be one of the food marketing entities of the Marlin Network and in the fine company of Marlin, The Alchemedia Project, Food IQ and STARAwards. So when we got the opportunity to come up with a concept that represented the whole network and its inception 30 years ago, naturally we deepsters jumped at the chance—and thought of a salty oyster that swears like a sailor.

final_pearl-outline-01

It started out innocently enough. The deep team began by thinking about the different ways we could play up this 30-years celebration. So after bypassing breakfast in 1985 and a triple X theme (hey, XXX is thirty in roman numerals), we went back to one of our original ideas—the pearl. As the traditional gift for a 30-year anniversary, we couldn’t help but draw the parallel between the making of a pearl and the creation of an idea (what deep and all of Marlin Network is known for). Both begin as a tiny grain and eventually work their way into the realization of something unique and valuable.SalThePearl

Then, things got a little weird.

Talking oyster weird, that is. But similarly to the making of a pearl, how we got there was completely natural. The deep team drew on the significance of the pearl and all of the wisdom that comes from 30 years in the food marketing business. Pearls. Wisdom. Bam! Pearls of wisdom. And where do pearls of wisdom come from? Well, wise oysters, of course. But we couldn’t just make our oyster wise for wisdom’s sake. We had to give him some personality. The thing is, he turned out to be a bit of wise guy.

oyster3

Have you met the oyster?

This cantankerous character was used to extend invitations to this year’s Marlin Network Breakfast in a series of eblasts and came to life in videos posted on the dedicated website wiseoyster.com. Here, you can get pearls of wisdom from our salty spokesperson concerning everything from trends to agency politics. So what are you waiting for? Take a walk on the salty side. 

Shoutouts.

Thanks to our friends at Bruton Stroube for all of their work on making this mollusk look like a hopping, talking wise guy, and to Garage Graphics for creating a live irritation for the Marlin Network Breakfast event.


sharon-kuntz

This post was written by Sharon Kuntz—Sr. Copywriter at deep and a self-proclaimed foodie with more than 10 years of experience in foodservice marketing.

Friday Food Stories: How Valeri Lea Became deep’s Foodservice Superstar

Valeri Lea—Partner and Account Service Lead at deep—started her foodservice story when she was in elementary school. Seriously. It’s no wonder she’s the resident industry expert around here—it’s been in her bones from the beginning.

Valeri Lea is deep's Foodservice Superstar

She first became fond of the foodservice world while spending afternoons and weekends as a kid having fun and helping out in her mother and uncle’s family-owned restaurant. She loved every second and spent her days playing games, picking songs on the jukebox, chatting up customers and coming up with creative concoctions in the kitchen—a cheeseburger topped with chili and coleslaw was her favorite.

At only eight years old, she attended her first food show in Rolla, Missouri, and had no idea it wouldn’t be her last. Today, she travels all over the country and attends a handful of shows every year. She’ll soon be on her way to the National Restaurant Association Show in Chicago for the 15th time! And just like her eight-year-old self, she still enjoys scouring booths for new creations or combinations and tasting the endless supply of samples. We like your style, Val.

But beyond learning the beauty of free samples and how to create a crazy cool cheeseburger, growing up in a foodservice family taught Val a lifetime of other lessons. Watching her mom and uncle work day and night to build a business showed her what hard work really looks like and how important it is to value the people that allow your business to continue succeeding. It also showed her the community that comes together around food. The business of food brought her family together and continues to bring people together in a number of ways all over the world.

After going off to college, Val attempted to escape foodservice by pursuing a career in the music industry. But soon after graduation things came full circle, and she ended up back in the biz on the agency side. Foodservice loved her and wanted her back, and we are so thankful for that.

Friday Food Stories is a spotlight series showcasing deepsters and their deep love for all things food. Check back soon for more!

The Power of the Story: How Independent Restaurants Can Leverage New Media

This article was written by Barry Shuster and originally appeared in the April issue of Restaurant Start-Up & Growth.

Valeri Lea is a partner at deep, a Springfield, Missouri-based advertising and marketing agency serving the foodservice industry. As head of account services, she brings 20 years of experience in the food business. She specializes in strategic marketing, executing large-scale integrated programs, applying behavioral insights to deliver innovative business solutions and launching successful new products to the marketplace.

Lea represents the current generation of talented young agency leaders who are helping foodservice and restaurant businesses brand their concepts and messages via both new and traditional media. In this issue, we ask her to share some of her wisdom on independent restaurant marketing and promotion.

Valeri Lea, partner at foodservice marketing agency deep

RS&G: Valeri, for years the big chains overwhelmed the restaurant marketing space with ubiquitous television advertising. Does social media marketing really give independent operators a more level playing field for local-branding their restaurants? If so, what are some key points for them to consider?

VL: I absolutely think that social media have leveled the playing field. It’s free and has high “readership” – to use comparable vernacular. All you need is time, dedication and a solid strategy.

With one in three small businesses using social media, it’s no longer enough to just have a website. They must have a social media presence, too.

There are many resources out there to help operators navigate the many social media sites on the Web. For instance, restaurant owners can quickly respond to clients and customers on Twitter, which is great, but should realize that promotion must find a delicate balance between content and spam. Or take Facebook, which is great for brand exposure and customer relations but not very SEO [search-engine optimization]-friendly.

Maybe operators have considered setting up a YouTube account, but before they do they should first decide if video content creation will benefit their business. A lot of people don’t realize that each social media platform has its pros and cons, so it’s important to first research and find the tools that benefit your operation’s unique needs.

RS&G: Restaurants seem to continue to attract business from fliers and mailed coupons. What is your view on traditional media (print, billboard, direct mail) for this market?

VL: Print media isn’t dead. It depends on your target and how that individual consumes information. Fliers and mailed coupons aren’t the most effective way of reaching millennials or centennials, but certainly work on some Gen X and boomer demographics. If your concept and menu are built to attract the older demographic, then you should consider a mix of print and digital. It’s always a good idea to put some form of measurement in place on those print pieces to see if they really are working for you (i.e., coupon redemption). But it’s been our experience that restaurants see the biggest success through word of mouth and that’s where social media comes in.

RS&G: Farm-to-fork, sustainability and uniqueness seem to be important to younger diners, who comprise an increasingly large percentage of the restaurant market. How do independent operators, who embrace these values, best communicate it to the market in a way that is genuine and not simply ‘me too.’ 

VL: Through their story. Consumers don’t want to hear just facts and statements. They want to hear the story of how the restaurant was started, where the menu inspiration came from and how the restaurant’s values were born. The story, with info about sustainable practices woven in, will create that emotional connection to your restaurant brand that you want consumers to have.

RS&G: National advertising agencies help some of the most prominent companies in foodservice build their brands nationally. They also market their services to independent restaurant concepts. I would think most independents would want to work with smaller local agencies. What is the benefit versus the cost for an independent restaurant employing a national agency, as opposed to a local PR or media group.

VL: Probably for the same reason that it’s beneficial for large food companies to use them versus somebody in their own backyard – exposure. National agencies are exposed to some of the best marketing principles and practices out there. Because they work on so many great brands and help them reach multiple targets in multiple channels and markets, they get to really see some great marketing plans get executed. Plus, it’s their job to keep up with trends and shifts in consumer engagement with different communication vehicles.

RS&G: You make it your business to stay ahead of marketing trends in foodservice. This column is called ‘Fast Five,’ so carrying that idea a step further, would you give me five fast tips for our readers to consider when planning their promotional strategy?

VL: Sure. Social media and other online tools are a must. Here are five ways to leverage them:

  • Remember that social media sites have customer support teams that are available to help businesses get the most out of their platforms – especially with advertising. So don’t be afraid to use that Facebook customer support.
  • Stop focusing on interesting content and start engaging with customers. Respond back as quickly as possible. Their loyalty will increase if they feel your response was quick enough.
  • Respond to customers in a personalized way. Consider GIFs [bitmap images], videos and emoticons [in your responses] when appropriate.
  • Leverage multiple platforms. Consumers don’t typically just use one social media platform, and neither should you.
  • Customers want to be remembered. Engaging with them online will also help you remember them when they come in.

 Click here to request a free 12-month subscription to Restaurant Startup & Growth.

417 Magazine Honored deepster at “20 Under 30” Award Ceremony

Honoring Exceptional Young Professionals in the Springfield Area

Each year, 417 Magazine features 20 young professionals who are redefining the way we live, give and do business – all before their 30th birthday. These hardworking individuals are nominated by friends and co-workers and then selected by the staff of 417 Magazine for their exceptional leadership and community service.

417 Magazine's 2015 Class of 20 Under 30

Photo credit: 417 Magazine

This year, our very own assistant public relations manager, Bethany Bell, was chosen as a member of the 20 Under 30 Class of 2015. Her passion for public relations and social media paired with her sense of humility and servanthood made her the perfect candidate for this award.

Logan Aguirre of 417 Magazine Presenting Award to Bethany Bell

Photo credit: 417 Magazine

Her social media philosophy for businesses is simple—less for promotion and more for customer service. “Social media is a way to save your customers time, to educate them and to turn a bad experience into a good one by responding in a timely and gracious fashion,” she says.

To celebrate, 417 Magazine hosted the 10th Annual 20 Under 30 Party at the Highland Springs Country Club. A cocktail hour allowed members of the Springfield community to congratulate their favorite up-and-comers in 417-land while enjoying local food and beverages. The night concluded with an awards ceremony recognizing the members of the Class of 2015.

20 Under 30 Class of 2015

Photo credit: 417 Magazine

Congratulations to the 20 Under 30 Class of 2015, we can’t wait to see what the future has in store for each and every one of you!

To learn more about Bethany Bell and her impressive accomplishments, read her full interview.

Three Takeaways from the 2015 PRSA Western District Conference

Amid the bright lights and electric energy of downtown Los Angeles, I recently attended one of the largest PR conferences on the west coast — the annual Public Relations Society of America (PRSA) Western District Conference.

prsa-western-conference-california

This year’s theme — “Yes. Everything Is PR” — was reflective of the transforming world of this profession (some might argue a bit egotistical, but we’ll put that aside for now). From the disintegration of traditional media and the rise of social media marketing and analytics; from multi-layered communications strategies to cutting-edge technologies; from Big Data to Big Brands; from the constant desire for new ideas for brand awareness to the ever-present need for reputation management, this year’s agenda delved into all of these exciting topics, and many more.

I found myself wondering why I get so excited for these annual trainings. Maybe it’s because PR professionals are challenged with explaining what we do on a daily basis. To be fair, it’s not like I’m a user interface designer or an actuary (good luck explaining that one to Mom), but still a PR Manager ranks in the top 10 list of impossible jobs to explain to your parents. Seriously, there’s a list. Check it out.

As if that’s not enough, a quick google search turns up tons of articles for advice on how to explain your PR job to friends. So they don’t think you do this all day.

"You plan parties and play on social media? Now isn't that nice."

Maybe that’s why I look forward to being around my clan, people who share the daily challenges and can celebrate the same successes of working in this field. One that most of us studied in college, and has become the craft I’ve tried to hone for my 10 plus career years.

As the authority, this is how PRSA defines PR: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Simply put, this definition focuses on the basic concept of PR — as a strategic communication process.

With that in mind, I wanted to come away from this year’s conference with knowledge that made me a better PR professional. Certainly, in our increasingly competitive field, it’s often the advanced knowledge and current insights that give us an edge – an advantage we hope to pass along to our clients and leadership.

It’s hard to nail down just a few key learnings from a weekend packed with expert speakers and valuable insights, but one thing I know for sure – we’re all competing for attention. So I’ll highlight my top three takeaways.

1. Cut Through the Clutter With Influencer Marketing

I had this session marked on my agenda well in advance. Loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers, influencers hold the power and it’ll be our job to cater to them. Needless to say, my ears were perked even before I entered the room.

“We need to influence the influencers!” This phrase is heard in marketing meetings across the globe as companies look for solutions to cut through the clutter and reach consumers. In this panel, leaders from IZEA, including Crystal Duncan and Kimberly Kovacs showed how to find influencers, maximize relationships and get your brand message heard. It was interesting to see the social evolution from Myspace bloggers to YouTube and Vine stars, and also see success stories from some of the biggest brands around the world. But the below was the money slide for me, showing the expenses to utilize influencers and how much celebrity “endorsement” costs from some of the biggest names out there. Download the presentation.


Premium Influencer Costs

2. Maximize Out-of-Home Advertising Through Integrated Marketing

As a part of an integrated marketing campaign targeting Chicago and Los Angeles, this PR team was able to maximize advertising initiatives for the Arizona Office of Tourism. This included media relations for two distinctive out-of-home installations: a Chicago billboard featuring a woman kicking off giant flip-flops the size of sedans and in Los Angeles, a giant 3D chalk rendering of the Grand Canyon. Amy LaSala and Kiva Couchon showed us how this campaign resulted in top-tier media coverage, an installation video viewed in more than 100 countries, and thousands of article shares on social media, elevating the state as a travel destination. Download the presentation.

Giant 3D Rendering of Grand Canyon in Los Angelos

3. Evolve Your PR Strategy With Your Content Marketing

In case you haven’t heard, content is kind of a big deal. I was so excited to hear how others plan their content strategies and this list of do’s and don’ts was especially helpful.

 “Content marketing strategy” is a fairly new term coined as the communications industry evolves to ensure compelling content is in place. Today, it’s critical that brands publish owned content on a consistent basis to help garner the brand awareness they’re looking for. This plan helps lay the groundwork so your brand never has an unplanned moment of silence and each piece of produced content shares an interesting story. Dan Santy, President and CEO of Santy, talked about the tools needed to complement this plan through: public relations, social media, email marketing and influencer marketing. Download the presentation.


Content Marketing Evolves PR

You can bet our PR team will be evolving to keep up with where our profession is headed this year.

Bonus: 7 Public Relations Trends to Watch in 2015, from PR News


Amy-headshotThis post was written by Amy Rosendahl, who has 10 years of experience with PR communications, media relations and social media. As the Senior PR Manager at deep food marketing group, Rosendahl is responsible for developing and executing PR and social media strategies for all deep clients, including some of the world’s largest food companies. She is a board member for the International Foodservice Editorial Council and longstanding PRSA member. Rosendahl started her career in Kansas City and now works from the deep Seattle office, where she lives with her husband, son and adopted cat.

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