Exponent PR | Blog

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Did the Selfie Just Jump the Shark?

By Keith Negrin for Exponent PR

You’ve probably seen it. You may be one of the 3.25 million people who retweeted it. But this selfie — be it staged or impromptu, a subtle product placement for Samsung’s new humungaphone or an honest expression of in-the-moment jubilation — may very well mark the moment the selfie became uncool.

Because you know what’s not cool? Old people. Even if they’re famous.

Oh, and scientists.

It will be interesting to see what the recent influx of intergenerational selfies means for the future of the form. Will it die a quick and unphotographed death? What new form of self-expression might take its place? 

One thing that isn’t going anywhere? The photobomb. That’s something that Kevin Spacey kids of all ages can enjoy.

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The Post-Apocalypse NBA

Jason Collins is a hero.  Jason Collins is a pioneer.  Jason Collins is a distraction.

“The story” since Jason Collins came out of the closet 10 months ago has been any combination of the above.  But one thing was perfectly clear to the media covering the story: professional sports aren’t ready for a gay teammate.

And then on Sunday, the Brooklyn Nets signed Collins to a 10-day contract. 

Because Jason Collins is a basketball player.

Sometimes “the story” is only the story because the media wants it to be.  But taking control of the message – or the interview – can shift “the story” to something entirely different.

At his introductory press conference, media questioned the affect of Collins’ sexuality on the team dynamic. “The story” had been written – just looking for a quote.  But a funny thing happened…

Jason Collins: "I need to be a solid basketball player. It's about focusing on basketball and not history or anything along those lines."

  Coach Jason Kidd: “Win ballgames. That’s what it’s all about.”

Now, just a few days after Collins was signed, the conversation has shifted from his sexuality to his ability to help the Nets win basketball games.  No riots on the court, no mutiny in the locker room.

As it turned out, “the story” wasn’t a story at all.

It’s something we see all the time — whether with the media, social communities or consumers at large, you’ve got to participate if you want to help shape the story.

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PR Rule #1: We Love it When You're Human

By Keith Negrin for Exponent PR

Rude. Arrogant. Petulant. Asshole.

Meet Bode Miller, as of February 15, 2014. Known primarily for his me-first attitude, most of the American public agreed: what a jerk.

But then this happened.

Amazing how this arrogant asshole became a hero in two minutes and twenty-five seconds. Google “Bode Miller Interview” and here’s what you’ll see:

“Post-race interview raises viewers’ hackles”

“Internet fumes after Bode Miller is driven to tears”

“NBC pushes too far”

The takeaway (other than: how great a word is hackles?) is that Bode’s humanity, honesty and authenticity instantly brought a nation to his defense — despite the fact that Bode Miller himself recognizes that the reporter was just doing her job.

At least we can all still agree that nobody likes ice dancing.

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Caribou Coffee's Hard-to-Miss Pin Board

Caribou Coffee’s new Real Inspiration Blend is the first coffee created on Pinterest. To launch the new blend, Caribou Coffee celebrated fans’ inspirations by displaying them on a five-story high, living Pinterest board. From Mashable, to Fast Company, Adweek and Digiday, it's clear that Real Inspiration Blend is inspiring people everywhere.

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Add Empathy to Your Skill Set

Understand. Be aware. Be sensitive. 

By Roxanne Landon for Exponent PR 

Vicariously experiencing the feelings and thoughts of another person can make you a better leader, follower, client partner and friend. Chad Fowler recently wrote an excellent blog post about the importance of practicing empathy. Here’s a short recap of his wise words.

Why be empathetic?

You’ll be better equipped to handle conflict.

You’ll be more in tune with others’ unspoken communication.

You’ll better understand the needs of your clients.

You’ll be more effective at convincing others of your point of view.

Because you’ll be more adept at seeing things from other people’s perspectives, it will be easier to deal with negativity.

How can I practice empathy?

Listen, don’t speak, listen some more.

Put down your cell phone and watch real people and wonder what they’re thinking and feeling.

Imagine a tense situation from the other person’s point of view.

Look at both sides of debate before taking a stance one way or the other.

Try it for a day and see if it makes a difference in your professional and personal life.

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Are we all farmers at heart?

By Tricia Cornell for Exponent PR

Are we all farmers at heart? Or do we just like to think of ourselves that way?

Modern Farmer proclaims that — forget the Seahawks’ blowout — farmers won this year’s Super Bowl. The magazine runs down five “farmy” spots, most of which pack a punch.

Only about 30 percent of Americans live in rural areas, so why spend $4 million on misty shots of cows, cornfields, combines, Clydesdales and, er, llamas?

Because we eat it right up can be the only answer.

From our suburban developments and our urban apartments, our cubicles and our coffeeshops, we love to think that all these misty horizons, wide-open spaces, sweaty brows and work-worn hands are speaking to something very real inside of ourselves. No matter how many generations we are off the farm — or even if our urban/village roots go back to recorded time — the way to American’s hearts is still down a rutted country lane.   

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EXPONENT WINS AT IN2 SABRE AWARDS

Exponent won two awards at the inaugural In2 SABRE Awards ceremony, which was held last night in San Francisco.

The In2 SABRE Awards celebrate excellence in content creation, and were established to recognize the ever-growing role that creative product, digital and social media, and analytics have within the public relations industry.

The agency was honored for its work on behalf of Nestlé Purina PetCare in the Sponsored Content/Native Advertising category. Exponent helped Purina identify an opportunity to leverage its expertise in the nutritional management of GI conditions in pets, by creating a series of interview-style advertorials. The series, “GI Exchange”, armed veterinarians with the knowledge to feel confident recommending Purina Veterinary Diets® formulas and supplements for patients with GI and digestive issues.

Exponent also received the award for Best Agency Website for the recently refreshed exponentpr.com. The site represents modern public relations, including engaging video content and a section that curates the most recent and trending topics from across all of the agency’s social channels.  

  Additionally, the agency was named a finalist for the following: 

Stump the Agronomist for WinField in the Insider Events and Awards category

Reaching a New Generation with Simple Goodness for Land O'Lakes in the Social Media Presence – B2C category

Flannelytics for Duluth Trading Company in the Infographic category

Exponent was one of only seven agencies nationwide to receive at least five nominations. The In2 SABREs are judged by industry leaders from PR, advertising and digital agencies, and presented by The Holmes Group. Winners were selected from the shortlist of more than 140 entries.    

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Exponent Kicks Off New Year with New Business Wins

Exponent today announced that it is expanding its food and beverage portfolio with two new clients, KINKY® Liqueur and Terra Delyssa Olive Oil.

KINKY® Liqueur is a fusion of super premium vodka and fruit flavors that was introduced to the market in 2011 by Twin Cities-based Crosby Lake Spirits Company. The brand — which was named number one for innovation in the alcohol industry in 2013 by IRI data — recently expanded with KINKY® Blue. The agency is tasked with increasing awareness of and driving trial for the adult beverage brand through media relations, social media and influencer communications.

Exponent has also partnered with Terra Delyssa Olive Oil — a single-source Tunisian olive oil brand that produces high-quality organic and infused oils. Terra Delyssa is owed by CHO Group — the largest olive oil milling operation in Northern Africa, with offices and warehouses across the world. The agency will work to introduce the newly refreshed brand to consumers through a fully integrated launch campaign.  

  “We’re thrilled to get an opportunity to work with two great brands,” said Tom Lindell, managing director, Exponent PR. “Our vast experience in the food and beverage category will help us do great work that moves the needle for our client partners.”

Exponent has started the new year off strong. Agency billings have grown annually for the eighth consecutive year and more than 28 percent over the last year alone. Growth has been fueled by new client wins in the food and beverage category, which includes the partnership with Caribou Coffee as its public relations agency of record, and increased revenue from long standing clients such as Land O’Lakes and General Mills. Exponent was recently named to the short list for PR Week’s2014 Agency of the Year Award.

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EXPONENT SHORTLISTED FOR IN2 SABRE AWARDS

Exponent has made the shortlist for the first ever In2 SABRE Awards, which celebrate excellence in content creation.

Given the evolution of the public relations industry, the In2 SABRE Awards  were created to recognize the ever-growing role that creative product, digital and social media, and analytics have in influence and engagement. Winners will be announced at the inaugural In2 SABRE Awards ceremony on January 23 in San Francisco.

Exponent was named to the shortlist five times for its work on behalf of four client partners, as well as for agency work.

WinField in the Insider Events and Awards category,

Land O'Lakes in the Social Media Presence – B2C category,

Nestlé  Purina in the Native Advertising – B2B category,

Duluth Trading Company in the Infographic category,

And for exponentpr.com in the Best Agency Web Site category.

The In2 SABREs are judged by industry leaders from PR, advertising and digital agencies, and presented by The Holmes Group.

The original SABRE Awards, hosted every year in New York, continue to recognize Superior Achievement in Branding, Reputation and Engagement.

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Exponent Adds Four to Team

Exponent today announced the addition of four employees to its team.

“We’re very excited to add to our agency’s talent,” said Tom Lindell, managing director, Exponent. “These new hires are a reflection of our agency’s continued growth and bring great value to our clients and team.”

Exponent’s four new hires include:

John Poferl, senior account executive. Poferl works with Winfield. He also has experience working with Syngenta, State Farm, U.S. Army and the U.S. Census Bureau. 

Angela Doheny, account executive. Doheny works with DuPont and Cenex. She has experience with clients including the Minneapolis Parks Foundation, Minneapolis Park and Recreation Board, American Farm Bureau Federation, Illinois Soybean Association and Foremost Farms.    

Eliza Casper, account executive. Casper works with Land O’Lakes and Winfield. Her previous experience includes working with United Way and Formrite Companies.

Blaire Hoven, account executive. Hoven works with DuPont and Cenex. She also has experience with the Minnesota State Fair and University of Minnesota Student Unions & Activities, and recently completed the Exponent internship program.    

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Exponent Named Public Relations Agency Of Record For Caribou Coffee

Exponent today announced that it has been named public relations agency of record for Caribou Coffee, one of the nation’s leading coffee brands. After a competitive search, Exponent was awarded the AOR for public relations, a role the agency previously held until 2011.

“Bringing the business back to Exponent is a great move for the brand,” said Michele Vig, vice president of marketing, Caribou Coffee. “The agency has demonstrated a passion and understanding of our brand through exceptional strategy, creative thinking and a differentiated local Minnesota approach.”

Caribou Coffee selected Exponent to lead all public relations efforts — from media relations to event marketing. The agency will work to drive store traffic, sales and consumer engagement for the Minnesota-based coffeehouse. Exponent’s advertising partner, Colle+McVoy, is the navigator agency of record for Caribou Coffee.

“We are proud to again partner with this great premium brand,” said Tom Lindell, managing director, Exponent. “We look forward to helping maintain Caribou’s sustained growth through fully integrated marketing communications.”  

2013 marks eight consecutive years of revenue growth for Exponent. Last week, Exponent was named on the short list for 2013 Agency of the Year by PR Week magazine and the winning agency will be named in March 2014. Earlier this year Exponent was also named one of the top five creative PR shops in the U.S. by The Holmes Group.

About Caribou Coffee

Founded in 1992, Caribou Coffee Company is one of the leading branded coffee companies in the United States, with a compelling multi-channel approach to their customers. Based on the number of coffeehouses, Caribou Coffee is the second largest company-operated premium coffeehouse operator in the United States. The Company’s coffeehouses aspire to be the community place loved by guests who are provided an extraordinary experience that makes their day better. Caribou Coffee provides the highest quality handcrafted beverages, foods and coffee lifestyle items with a unique blend of expertise, fun and authentic human connection in a comfortable and welcoming coffeehouse environment. In addition, Caribou Coffee’s unique coffees are available within grocery stores, mass merchandisers, club stores, office coffee and foodservice providers, hotels, entertainment venues and e-commerce channels. Caribou Coffee is a proud recipient of the Rainforest Alliance Corporate Green Globe Award and is committed to operating practices that promote sustainability and environmental protection. For more information, visit the Caribou Coffee web site at www.cariboucoffee.com.

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Exponent Wins Bulldog Digital/Social PR Award

Exponent and its advertising partner, Colle+McVoy, have been recognized with a 2013 Bulldog Digital/Social PR Award for Excellence in Online Communications, for Medtronic Foundation’s HeartRescue Project.

The Bulldog Awards celebrate the best strategic and tactical prowess in public relations and corporate communications.

The awarded entry, Online Experience Imitates Life to Save Lives, summarizes Medtronic Foundation’s Save-a-Life-Simulator — an immersive online experience promoting proper and timely bystander response to sudden cardiac arrest, which is the leading cause of death in America.

The 79 winning entries were selected from hundreds of submissions by a panel of working journalists, who assessed them on their ability to achieve extraordinary visibility and influence opinion, as well as on their creativity, command of media and technology, and tenacity.

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Exponent Named a PR Week Agency of the Year Finalist

Exponent has been named a finalist for PRWeek’s Agency of the Year Award, in the small agency category, with annual billings between $5 million and $10 million.

The PRWeek Awards celebrate the best work within the public relations industry. Finalists for the Agency of the Year Award were selected based on the innovation and success of client work, and categorized by annual billings. Winners will be announced at the 2014 PRWeek Awards reception on March 20 in New York.

Exponent billings have grown annually for the eighth consecutive year — more than 28 percent over the last year alone. Growth has been fueled by new client wins, including Duluth Trading Company, Kozy Shack, Terra Delyssa Olive Oil, Caribou Coffee, Johnson Brothers Liquor Company and Starkey Hearing Technologies, as well as increased revenue from long standing clients such as Land O’Lakes, Cenex, DuPont and General Mills.

The agency’s modern approach has resulted in high-profile campaigns that have earned national acclaim for creativity and positive business impact. Recent high-profile work includes:

– Launching a new line of flannel shirts for Duluth Trading Company by creating Flannelytics, a far-reaching platform that unveiled the most flannel cities in America.

– Reintroducing Big G Monsters Cereals, including Count Chocula, Boo Berry and Yummy Mummy during the fall.

– Expanding the Cenex® Tanks of Thanks® campaign to celebrate good deeds in local communities.

– Leveraging social media and influential bloggers to engage a new generation of home cooks for Land O’Lakes® Butter. 

“Outstanding client partners are the catalyst for this recognition,” said Tom Lindell, managing director, Exponent. “Our clients embrace fresh thinking and new, modern approaches. The result is work that stands out from competitors and captures the hearts and minds of today’s consumers.”

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3 percent

By Tricia Cornell for Exponent PR

Some numbers:

Women make 85 percent of purchasing decisions.

Ninety-one percent of women say marketers just don’t get them.

Three percent of creative directors in the U.S. ad industry are women.

Suddenly, it all adds up.

Kat Gordon, who has 20 years of experience as a copywriter and creative director, did the math herself. That’s why she started the 3% Conference to, in her words,

“[teach] men and women in agencies and on the client side how to address these issues in new ways and offers something that has been sorely lacking for female creatives: a sense of community.”

To put it in the crystal-clear words of two of my colleagues who attended the 3 Percent Conference and shared what they learned with the rest of us: Misunderstanding women is creative and costly. We’ve got to break the closed loop of white guys talking to white guys about white guys.

(We’ve got amazing women at the top at Exponent PR and our sister agency, Colle+McVoy, but we’ll admit we’ve got some way to go before we hit parity among top creatives.)

Why is it costly to misunderstand women? Not just because they are the ones who make purchasing decisions, but also because marketers want to be where the customers are. Where are customers these days? On social media. And, on social media, women are the one sharing and doing.

The future of advertising is gender equal, according to speakers at the conference, because it has to be. Making sure women — and underrepresented minorities and people with diverse life experiences — are in the room is a cornerstone of building empathy.

And empathy is a cornerstone of modern marketing efforts.

“Using empathy to drive marketing means putting ourselves into the shoes of the person using your product — and walking a mile or two. What's important to them? What worries them? What hurdles do they face? What language do they use? How do we enrich their lives?”

When we can boost the number of women in creative leadership well beyond 3 percent (and make similar headway with other underrepresented groups), we will have a deeper array of experiences to draw on as we ask ourselves those key empathetic questions — building better pitches, better campaigns and better connections with people. 

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Exponent's Tom Lindell Presents at Global PR Summit

At the recent Global PR Summit in Miami Exponent’s managing director, Tom Lindell, spoke on a panel on Big Data: A Source of Competitive Advantage for Small (and Midsize) Agencies.

The participants shared insights on how and why the PR world should invest in data initiatives. Tom had this to say:

"Exponent was created with the express intent to be a digitally driven agency. Analytics has been part of what we do from the start.

"... If we use [analytics] as a front-end opportunity finder instead of a back-end measurement tool, we’re going to be more creative, we’re going to be more relevant, we’ll understand influencers better and we’ll understand human relations in a different way. We’ll find story angles that are much more compelling because we’ll know who our audience is and what they’re talking about now."

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MIMA Insights: Journalism, Ethics and Content in the Digital Age

By Allison O’Keefe and Johnna Vogelbacher for Exponent PR

“Paywalls, brand publishing, native content, citizen journalism, drone journalism (?!) — enough journalism buzzwords? You get the idea. The Fourth Estate is changing. We’ll talk about what's next.”

With an event description like that, a few Expos couldn’t resist attending a local panel this morning discussing this hot topic in the marketing world. The panel was led by journalism vets Rick Kupchella (Bring Me the News), Cory Powell (Star Tribune) and Gary Johnson (MSP Communications). Each shared his own perspective on how journalists and marketers can keep up with the new business models for media companies, while protecting journalistic ethics and the interests of the public.

While there was a healthy debate around a range of topics, here’s what resonated with our team.

– Storytelling is (or should be) the center of a brand’s universe – Brands create content, not journalism – The Bullsh** Meter – Brands need to earn credibility

Storytelling is (or should be) the center of a brand’s universe Content marketing. Brand journalism. Native advertising. There are many labels that describe the marketing activity that is storytelling. As marketers are trying to navigate the emerging world of content strategy, what it all comes back to is having a compelling story and finding the most effective method to deliver that story to your audience. 

Brands create content, not journalism At the end of the day, brand content is not brand journalism. Digital media has given brands the ability to publish their own stories. These stories can offer entertainment, utility or information. If done well, brand stories can serve the public interest. While brand stories do share some key characteristics of journalism, they do not deliver on the fundamentals of journalism—showcasing different points of view, holding no biases and including investigative processes. To illustrate this point, Rick Kupchella cleverly asked how many people in the room considered themselves marketers, everyone responded. But, not a single marketer raised their hand as journalists.

The Bullsh** Meter Consumers have a strong sensitivity to branded content that tries to masquerade itself as legitimate news. Panelist Gary Johnson illustrated this sensitivity as the “Bullsh** Meter.” In a content-saturated media landscape, modern consumers have developed the ability to identify when content is legit and when it is self-serving. 

Brands need to earn credibility Creating content for the consumer’s interest, rather than the brand’s interest, is not a new idea in the digital age. Consumers are extremely skeptical of traditional marketing that only serves the brand’s interest. Smart brands realize reaching customers with a more trusted message revolves around the consumer. How can we help you? How can we be a resource? How can we make your life better? Journalists have been answering this question and tailoring their content accordingly for hundreds of years.  

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Spark • Grit • Heart

On August 13, 2010, Joe Stone, a young, active, adventurous man from Minnesota, was in a paragliding accident. He spent three and a half weeks in a coma and suffered C7 spinal damage. He is now classified as an incomplete quadriplegic.  

On August 12, 2011, Joe Stone hand-cycled the length of Going to the Sun Road in Montana. When he got to the top of Logan Pass, he says, he had a realization: “My life is limitless. I just have to find a new way — and some new gear — to make it happen.”

Soon after, Joe found out that no quadriplegic had ever attempted an Ironman Triathlon. So, he decided on the spot that he would be the first. Joe and his team trained for the November 2 Ironman in Florida.    

“That was the most time-consuming project of my life, mentally and physically,” he says.

After thousands of miles on the road and in the water, ultimately Joe didn’t make it, coming in two minutes after the cutoff for the swim leg. But nobody who has ever met this young man would be surprised to hear that he’s already training for his next shot at a triathlon.

Joe came to Colle+McVoy and Exponent PR to talk about his experiences and inspirations. And he surprised us all by saying this about the determination that gets him up and on the road every day:

“That’s kind of like what you’re doing here.”

Hold the phone. Are we, who live most of our work lives on computers and in conference rooms going to compare our own work to training for a triathlon? (Although there are a surprising number of triathletes among us, as well as marathoners and habitual 5- and 10Kers).

Hell, no.

But, when we look to Joe’s life for what we can learn from it, there is undeniably this: We can make bold plans and have big, bold ideas that surprise and frighten even ourselves. Our lives, like Joe’s, can be limitless, even if we sometimes need to find new ways to make things happen.

Thanks, Joe.