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Soulati-'TUDE!

Media Relations and P&G’s What-If Plan

05/21/2010 By Jayme Soulati

Today’s post is a compendium of news about Fortune 100 crises. If you’ve watched this space, you’ll recognize these names – Nestle, BP, and Proctor & Gamble. Don’t know the crisis each is managing? Then perhaps you’ve not been consuming social and traditional media, for these corporations are in the news several times a day of late due to rain forests, oil and diapers.

To bring you up to speed, here’s the Soulati-‘TUDE! Nestle post. This week, my “Got a What If Plan?” oriented to the oil debacle paved the way for the next day’s post on diapers, rash and Procter & Gamble.

So great to see a sequential flow, and the only reason I re-introduced this content here is as a foreword to this article in Advertising Age “Inside P&G’s PR playbook: How Pampers Battled Diaper Debacle” about a behind-the-scenes look at the public relations machine for Proctor & Gamble. The internal team and its agency kicked into high gear at the onset of mommy complaints that the new Pampers Dry Max caused diaper rash and “chemical burns” on babies’ behinds.

For anyone in corporate or agency public relations, I strongly encourage you read this piece. It is a fascinating unfolding of a public relations machine in synch with product marketing, corporate strategy, and internal response to a brewing external crisis.

The story was written by Jack Neff after Advertising Age was granted an insider view of the marketing public relations team in action. He followed them for half a day to watch strategy and execution. I’ve not seen a story of this nature delivered smack in the middle of a crisis. If I were a stakeholder, you can bet my concerns would be alleviated after reading this piece.

In companies the world over, there is crisis. Social media has elevated these issues beyond comprehension and presented them to the consuming public on a silver platter. This trifecta is a textbook case for students, and I hope academicians and volunteer public relations professors are watching these three situations closely. There’s no better way to teach than by real-world example, and none of us are too old to keep learning.

Only one word of counsel for today:

It’s more critical than ever to shore up external messaging. When social media comes calling, one word gone awry can upset the entire apple cart.

Filed Under: Branding, Media Relations, Social Media Strategy, Word of Mouth Tagged With: Ad Age, BP, Crisis Communications, diapers, Media Relations, Nestle', P&G, Social Media

Word of Mouth Marketing and Diapers

05/17/2010 By Jayme Soulati

My diaper-buying days are over (until 100 years from now when I’m a grandma, perhaps). But, when I did buy dipes, I bought Pampers, just like a gazillion moms today and tomorrow. And, that’s why Proctor & Gamble is having such a hard time convincing moms there’s nothing wrong with its latest innovation in diapers called Swaddlers Dry Max.

Irate mothers launched a Facebook page, “Bring Back the Pampers Cruisers, Dump Dry Max” claiming the new diapers cause chemical burns. They very well may in spite of the 50 mommy bloggers who tested the product prior to launch. If my beloved newborn had heat rash beyond normal, I’d point a finger at the diaper, too.

On May 16, the Facebook page had 1,052 “likes.” In the scheme of things, that’s a paltry figure compared to the population of diaper-buying families. But it’s enough to warrant positioning in a front-page story in the Wall Street Journal’s “Marketplace” section, on blogs across the country, and in conversation from mommies’ mouths to other mommies’ ears. In a quick run through the blogosphere, the story is growing with a thousand+ views at this post on Gather, for example. 

So, what gives?

It’s the power of word of mouth marketing and the influence mommies have on product success. This is another fascinating study (marketing classes are very busy watching corporate America struggle with negative case studies in word of mouth marketing) about the influence of viral social media.

An extremely tiny proportion of customers have taken action against a behemoth, and they’re being heard. Could there be a diaper recall? Some are suggesting so.  If I were a diaper-buying mom, I’d be watching my kid’s behind closer than usual, too.

The question becomes…why do companies believe they must fix something that’s not broken in the name of innovation? If you’ve got a good thing going, don’t mess with what works…no complaints are a really good thing P&G.

Moms and Dads, care to weigh in?

Filed Under: Word of Mouth Tagged With: diapers, influencers, Word of Mouth

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