soulati.com

Digital Marketing Strategy, PR and Messaging

  • Home
  • So What is Message Mapping ?
  • Services
  • Hire Me
  • Blog
  • Presentations
  • Get a FREE E-Book
  • Contact
  • Home
  • So What is Message Mapping ?
  • Services
  • Hire Me
  • Blog
  • Presentations
  • Get a FREE E-Book
  • Contact

Soulati-'TUDE!

Yum Brands Bad Publicity in China, Or Is It?

01/09/2013 By Jayme Soulati

YumBrandsThe headline on the cover of the Marketplace section of this morning’s Wall Street Journal caught the eye, “Bad Publicity Dents Yum Brands.” Woah. Must be really bad for the other side to add that key word, “publicity,” in a call out.

Jumping into the story, I got 2/3 through still seeking any mention or indication of bad PR. The story is about how the brand and its KFC stores continues to bounce back after a government review of China poultry supplies, the outbreak of SARS, and a dye potentially linked to increase cancer risk.

What the Chinese consumer is being extra cautious about, however, is whether KFC poultry is tainted with more antibiotics than what’s permitted. Food safety, in the wake of tainted milk issues that plagued the country, has become a top-of-mind issue.

The headline on top of the story says, “China Woes Put Dent in Yum Brands.”

Uh-huh.

That’s more like it, copy desk. The call out header on the section cover implied that Yum Brands was really messing up in China with negative media coverage – after all, isn’t publicity defined by news coverage?

The story didn’t read that way at all. It told about a brand suffering from the natural ebbs and flows of economic issues and stressors that affect any business playing in the food industry.

I think the headline writer wanted to dig at we in public relations and earn a few more readers by using “publicity,” a rare word in a headline for a global daily newspaper the likes of the Wall Street Journal.

 

 

 

Related articles
  • KFC suspected of concealing results of food safety tests
  • Trust crisis hits KFC’s sales – Shaun Rein
  • China’s Chicken Supplier Probe Is Causing Problems For KFC (YUM)
Enhanced by Zemanta

Filed Under: Media Relations, Public Relations Tagged With: China, KFC, Media Relations, PR, Publicity, SARS, Wall Street Journal, Yum! Brands

How Social Media Blends With Cause-Related Marketing

10/16/2012 By Jayme Soulati

Credit: World Hunger Relief Campaign

Everyone ought to have a pet cause or perhaps you work for a not-for-profit where all your attention lies. What’s the role social media is playing in your attention-getting campaigns?

Yesterday, Geoff Livingston invited me to a tweet bomb. Having never really heard of one, although it was easy to get the purpose, I heartily agreed to support World Hunger Relief, From Hunger to Hope, for children in poverty and malnourishment throughout the world in tandem with World Food Day today.

Today’s tweet bomb is 8:30 a.m. to 9:30 a.m. in all time zones at #HungerToHope in honor of World Food Day sponsored by Razoo and Yum! Brands.

When I clicked the link to see what resources were available, I saw an entire blogger resource kit with:

  • Sample tweets
  • A Twibbon
  • Details for a blog post
  • Hashtags and timing
  • Images from Flickr
  • Facebook cover image for timeline
  • Social media buttons
  • Full campaign website
  • Fact sheet
  • Logos

When I saw the kit, I was surprised Geoff hadn’t asked for a blog post, so I volunteered. I also just scheduled about eight tweets to run on two Twitter accounts during the scheduled time of the tweet bomb.

How Social Media Works

Let’s review what just happened above…

1. Geoff and I are in social media marketing; we know one another through the Interwebz. He comments on my blog, I comment on his blog. I bought his book, Marketing in The Round with Gini Dietrich.

2. That gives Geoff the opportunity and comfort to ask his blogger peer network to help support a cause. I do it all the time and have done so with Danny Brown and his 12for12K, and for Shonali Burke to support UNHCR, and we bought blue keys. It was a highly successful campaign, as well.

3. Geoff didn’t ask for a blog post, but I knew that would help the campaign. I’m asking for your consideration to help World Hunger with tweets and even a few of your pennies.

Those who manage causes cannot ignore bloggers’ influence or social media networking. A tweet bomb is a perfectly easy way to showcase an issue and even create a trending topic (which is likely exactly what #HungerToHope is aiming for).

When you decide to incorporate social media into a campaign on any scale, pay close attention to the blogger resource kit; it’s exactly what I needed to write this post with ALL the detail at my fingertips.

So, today’s ask is for you to support World Food Day with tweets, pennies, posts, or a nod in the direction of your favorite charitable cause.

Filed Under: Social Media Strategy, Word of Mouth Tagged With: blogger relations, cause-related marketing, children and poverty, Geoff Livingston, Influence, Social Media Marketing, World Food Day, world hunger, Yum! Brands

ALT="Jayme Soulati"

Message Mapping is My Secret Sauce to Position Your Business with Customers!

Book a Call Now!
Free ebook

We listen, exchange ideas, execute, measure, and tweak as we go and grow.

Categories

Archives

Search this site

I'm a featured publisher in Shareaholic's Content Channels
Social Media Today Contributor
Proud 12 Most Writer

© 2010-2019. Soulati Media, Inc. All rights reserved. Dayton, Ohio, 45459 | 937.312.1363