A New Take on Decorating for the Holidays

When you are blessed with a wonderful job, a healthy and loving family and many non-necessities (e.g., new car, nice clothes, ski trips), it can be extremely easy to get wrapped up in all the glitter and sparkle of the holidays. And let me be clear, I don’t think anything is wrong with the sparkle – I live for Christmas carols, “Miracle on 34th Street” and gingerbread cookies.

However, just a few blocks from my candy cane lane is a place called Tennyson Center for Children, a treatment center and K-12 school for emotionally and crisis-affected children and youth, particularly those suffering from abuse and neglect. GroundFloor Media’s (GFM) president and founder Laura Love-Aden has been personally involved with Tennyson for more than six years and has introduced many GFM colleagues to the center via local leadership programs, GFM’s Get Giving program or pro-bono PR work. Still being somewhat new to GFM this year I hadn’t had the opportunity to visit Tennyson Center before last week when we decorated one of the kids’ cottages, served dinner and handed out stockings.

From the moment I stepped into the cottage I had an overwhelming feeling of excitement about brightening the kids’ night, paired with a lump in my throat because I simply cannot fathom why those innocent and adorable young children have to cope with such tragic family situations – especially during the holidays.

Not many businesses are staffed by owners and employees who are as passionate about embracing a cause and making it a part of their everyday life as the people of GFM. As I watched the children smile in delight over the most basic presents – candy canes, Silly Putty and lip gloss – I became keenly aware that GFM has invited me to be a part of something special. We get to do great work for incredible clients. We celebrate our successes wholeheartedly and learn and grow from our failures. But none of those attributes of GFM compare to the way we give back together – the support we have from our leaders to step outside of our office to go experience real-world situations and try, in our own little way, to make a difference.

One young girl in particular left a major impact on me during my evening at Tennyson. She quietly said, “it’s okay, nobody likes me,” when I tried to negotiate with another child to let her hang the next string of lights. Later in the evening she walked over to me, carefully holding a snowman ornament that we had not donated. She said it was very special to her and let me help her gingerly hang it above her doorway, carefully testing the hook to make sure it wouldn’t fall. I can only wonder who gave it to her, when she got it, and what it means to her this holiday season – you cannot ask those questions of the children at Tennyson Center because you do not know what memories or feelings it will bring up for the child.

Without naming this little girl here, I want to wish her happy holidays and my deepest wishes for her to have a healthy, happy and safe 2011 and beyond.

~Alexis Anzalone
 

Recap of the PR disasters of 2010

As the year draws to a close, it’s a good time to review the top 10 PR blunders of 2010 – and there are some doozies. Here are some of the best of the worst with input from Forbes.com and HuffingtonPost

Landing near the top of every list is British Petroleum (BP) CEO Tony Howard. Clearly, “wanting his life back” should have been the least of his worries after countless people along the Gulf had had their lives ruined after the BP oil rig exploded, killing 13 and spilling million of gallons of oil. To top it off, he also commented that the Gulf is “a very big ocean” and later attended a swank regatta days after being questioned by Congress about the spill. So much for getting his life back.

This next one is a bit more controversial, particularly if you are a Miami Heat fan. Up until this year, LeBron James sat on top of the basketball world. He had the poise, skills and savvy to back it up. But then came the media storm surrounding “The Decision” – LeBron’s announcement on live television about his decision to join the Heat. Fans from Cleveland and beyond now have a new player they love to hate – so much for humility.

Oftentimes, in media training with clients, GroundFloor Media warns that the moment they are in the presence of a television camera or reporter that everything is “on the record.” Carly Fiorina, former CEO of Hewlett-Packard and California Senate candidate, learned this the hard way. While doing a sound check for a television interview, a live microphone recorded her commenting about opponent Barbara Boxer’s hair. And the evening news quoted her as saying, “God, what is that hair? So yesterday.”

Toyota was riding the wave of record car sales when news about unintended acceleration on some of its best selling vehicles hit the media. Instead of controlling the issue by providing clear and accurate communications, the company fumbled by passing the buck, and at one point, even blaming drivers. Now Toyota has the honor of being the brand behind the biggest automotive recall since Firestone tires in 2000.

Here’s a rundown of some more of the most memorable “what not to do” PR moments of the past year:

• Messaging, messaging, messaging: U.S. Senate candidate Linda McMahon, who once ran World Wrestling Entertainment, admitted that she didn't know whether WWE paid any of its employees minimum wage and that she didn’t even know the dollar figure for Connecticut's minimum wage.
• Spin isn’t the best defense: Craigslist standing behind its “Adult Services” category and not owning up to the fact that everyone else in the world knew what it was for. Fumbling through an interview on the topic, Founder Craig Newmark simply stopped talking and ended the interview by walking out of the room.
• Beware of what you say online: Chocolate maker Nestlé showed its thin skin when it went after naysayers on Facebook, which just added fuel to the fire. The company’s Facebook page will never be used as a proactive marketing tool again.
• One bad experience goes viral: Alaska Airlines didn’t win any customers over when one flyer’s ticket was given away because she was one minute late (because she was dealing with a child’s diaper emergency). The family posted the item on a blog, which caught the world’s attention and soon the media started calling. Instead of making it right, the airlines cited rules and procedures. Weeks later, they finally agreed to refund the family, but the damage had already been done.

As we head into 2011, there are a couple of lessons to learn from this year’s PR disasters. First off, social media networks are more and more becoming the median to highlight missteps. And tried and true media training is still a great defense for avoiding making next year’s list. Our team can help create a solid social media response plan and prepare your company for common and not-so-common pitfalls. Plus, we can offer you some good strategic counsel when best intentions fall off the deep end. LeBron, give us a call next time you switch teams.
-- Gil Rudawsky

The Spirit of Giving – A Look Back at 2010

As I wrote in an earlier post this year (Cause Marketing is Thriving – Thanks to Moms and Millennials), cause marketing is alive and well in the U.S. despite the economic difficulties of the past several years, according to Cone’s 2010 Cause Evolution Study, released this fall. In fact, per the study, 83 percent of consumers want more of the products, services and retailers that they use to benefit causes. Looking back over 2010, while individuals and businesses may not have been able to give as much overall as in previous years due to the economy, the spirit of giving illustrated in Cone’s study has been clearly evident to us at GroundFloor Media.

Our clients continue to seek ways to become more involved in their communities. For example, Westwood College recently donated Netbooks, portable computer carts and interactive white boards to Skyline High School in Dallas in order to help the school meet its technology needs. Westwood IT students are also helping to repair previously donated computers and equipment so that they can be put back into classrooms and student homes.

In addition, Qdoba Mexican Grill continues to support the Starlight Children’s Foundation through the company’s CSR program.

And, at GroundFloor Media we are celebrating the successful launch in 2010 of our Get Giving program. Through this program, we collected and donated hundreds of items to nonprofits including PlatteForum, SafeHouse Denver, Dumb Friends League, Colorado Youth at Risk and Florence Crittenton Services. In addition, thanks to the generosity of partners and clients such as LiveWell Colorado, Westwood College, Young Americans Center for Financial Education, CCT Advertising, Bradley Consulting Group, Motive, BusinessWire Denver, Radius, Relish Studio and Activate, we were recently able to donate 11 large boxes of Christmas wish list items to the families of Denver’s Warren Village through our Get Giving “On the Road” holiday initiative.

Looking more broadly across Colorado, as many of you are no doubt aware, Community First Foundation and FirstBank presented the first annual Colorado Gives Day on Dec. 8. Their goal was to raise $1 million in one day for Colorado nonprofits through online giving. Individuals and businesses across the state literally blew that goal out of the water by donating more than $8 million in one day!

As news stories focusing on bad news continue to abound, it is incredibly encouraging, especially during this holiday season, to know that the drive to do good is so strong in Colorado. We look forward to an even brighter and more generous 2011!

~Amanda Brannum

Maximizing strengths in the workplace

Have you ever wondered how you and your colleague think differently? Or, how you both can approach and execute the same project in a different way to achieve similar results? Earlier this week, our team participated in an Emergenetics team building workshop lead by one of the founders, Dr. Geil Browning. Talk about interesting stuff!

In case you are not familiar, Emergenetics is a brain-based psychometric assessment that highlights thinking and behavior. GFM team members Ramonna Tooley, Jim Licko and Barb Jones had all participated in the program during Leadership Denver with the Denver Metro Chamber of Commerce Leadership Foundation. Ramonna was eager to get our entire team in the room to learn about it, and when the opportunity presented itself, she didn’t even think twice.

Most of the team didn’t know what to expect of the all-day off-site meeting. While some of us had anxiety about the “not knowing,” were freaked out when an agenda wasn’t presented at the beginning of the presentation, and were eager for the analytical part of the workshop to end so we could learn about our own profiles, one thing was clear – we were going to learn how to build upon our strengths, preferences and diversity to learn more about each other individually and as a team.

As I sit at my desk today and check the boxes off on my “typical” Jen Wills to do list, I am able to understand why I do some “quirky” things – my personal profile explains it all – and as my husband chuckled to himself while I shared my day and the specifics of my profile, I know he was thinking… “And your profile surprises you, why?”

Bottom line: I walked away with a greater appreciation of my strengths and perspectives, and most importantly those of my colleagues. GroundFloor Media wouldn’t be one of the Denver Business Journal’s Best Places to Work without the unique blend of each team member’s profile. We complement each other, and our clients, to ensure effectiveness in our business. Thanks to all of my colleagues for continually reminding me that it is important (and ok) to step outside of my analytical and structural box to have some spontaneous, laughable fun!

Looking forward to another great year at GFM!

~ Jen Wills

Healthy Choices In Schools: Let’s Debate!

Last week Congress approved a child nutrition bill that will make a significant investment in the National School Lunch program. The Healthy, Hunger-Free Kids Act will increase health choices in school cafeterias across the country. This has ignited a discussion across the country and there are few things more entertaining for media than a debate about schools and food. My favorite headline was from the Boston Herald: “Hold the brownies! Bill could limit bake sales.” The lead-in was spectacular: “Don't touch my brownies! A child nutrition bill on its way to President Barack Obama - and championed by the first lady - gives the government power to limit school bake sales and other fundraisers that health advocates say sometimes replace wholesome meals in the lunchroom …” Here’s another quote: "This could be a real train wreck for school districts," Lucy Gettman of the National School Boards Association said Friday, a day after the House cleared the bill. "The federal government should not be in the business of regulating this kind of activity at the local level."

Now I like my brownies and the occasional bake sale. However, I keep hearing John Stossel, former ABC News anchor and current Fox Business host, ranting, “Give me a break!” over and over in my head. This is a groundbreaking piece of bipartisan legislation that will significantly improve the quality of meals that children receive at school and will play an integral role in our efforts to combat childhood obesity. I give the First Lady and the Let’s Move! initiative three cheers. As a parent, how could I stand by and not support a program that provides children across the country access to nutritious food to learn and grow to fulfill their potential?

Want to know the real train wreck? Obesity rates, especially among children and adolescents, have steadily climbed since the early 1990s. Today, many children eat two of three meals at school. School districts are experiencing dwindling resources and are often challenged to feed a large student population with little funding, yet they are tasked with serving food that is affordable, nutritious and appealing to students. Have you been to a school cafeteria lately? Care to name what is actually on the lunch tray?

Here’s something the media can sink its teeth into: The Hunger-Free Kids Act will help support local programs similar to the EatWell@School cooking competition hosted by LiveWell Colorado. This nine-week healthy cooking competition for Denver Public Schools high schools has challenged students to take on creating healthy school meals, as well as providing cooking and nutrition skills that will last a lifetime. The EatWell@School Cooking Competition with Denver Public Schools high school students seeks to raise awareness of the importance of healthy eating at school. The competition will culminate today with a fundraising luncheon, to honor the student competitors and raise funds for LiveWell Colorado’s ongoing mission of promoting healthy eating and active living. I can’t wait to enjoy Martin Luther King Jr. Early College’s winning meal of parmesan and herb crusted chicken with creamy pesto spaghetti and stuffed tomato. YUM!

Will the Hunger-Free Kids Act make a difference? You betcha’!

~ Amy

WikiLeaks Provides Painful Reminder to Review Plans and Policies

If you're like me, you've been hearing a lot about WikiLeaks in the past few weeks, but the real background and potential ramifications of the site and its contents have been a bit of a jumble, muted against the background of the holiday hustle and bustle. This article from Fast Company, however, quickly snapped me back to professional reality and provided a timely reminder to review communications plans and policies for the companies that we, as public relations professionals, represent.

According to the article, "...Julian Assange said at least half the treasure trove of documents the organization is holding belong to private corporations..." Sometime early next year, WikiLeaks plans to start adding these materials from private corporations to its site. Naturally, I wondered how WikiLeaks got its hands on its first round of materials, and slapped myself on the forehead when I saw this piece from CBS Sunday Morning about 23-year-old Bradley Manning who basically cut and pasted data he found simply searching documents to which he had access on the job.

As part of any fully-rounded communications planning process, we encourage our clients to try to head off crises like leaked documents by developing clear policies about document access and sharing. Of course, given the intersection of confidential documents and social mediums like Facebook, Twitter and wikis, there are no guarantees. In addition to having a reactive crisis plan, we also recommend the following common-sense steps when it comes to internal and external communications strategies:

• Remember that anything in writing can be forwarded, copied, saved or rebroadcast
• Confidential communications are best handled in person, not via e-mail
• Never say anything in an e-mail that you wouldn't want your boss or competitor to read
• Engage legal and communications team counsel early for particularly sensitive issues and documents
• If a confidential document must be distributed electronically, be sure to watermark it "Draft" and/or "Confidential" and ensure the recipients understand the importance of keeping the document confidential

As we head into the New Year, it's a great time to learn from WikiLeaks and review your communication policies. At GroundFloor Media we'll be doing so on behalf of our own communications as well as for our clients. Don't let your company be the next victim of WikiLeaks!

The Customer Experience, Branding and Hot Chocolate

Mid-Season snow conditions by Thanksgiving meant one thing for me and a group of friends this past weekend: turkey in Eagle County. Taking a break between runs at the Dusty Boot (try the mac n’ cheese wedges) a couple of us were discussing all of the special events that ski resorts have planned throughout the season when someone said, “They’ll do anything to get people up here.”

Another friend argued that events like Snow Daze, The World’s Best Chocolate Cookie Competition and Ullr Fest aren’t just a reason to get people to the mountain, but more about providing an experience for the people who were already there. And while I think both opinions are correct, it’s a great argument about customer experience and how brands are truly developed.

Customer experience is really what drives any brand – the look and feel of your product and packaging, the experience customers have with employees, promotions and special events – all of these things. You can’t change it by merely updating your logo or changing your tagline. Your brand is what your customers think about you and your product or service. And while companies can create special events or other ideas to enhance the customer experience, many experiences are going to happen whether you calculated them or not.

The European alpine surroundings and “feel” in Vail (to use one example) are definitely part of its brand, but so are the amount of snow in China Bowl and the often-backed-up lift lines at Chairs 3 & 4. Some of it is controllable, some of it isn’t. That is exactly what I was impressed with over the weekend. The things I experienced that ski resorts can control – amenities, the friendliness and helpfulness of the ski lift staff, hot chocolate at the top of the gondola, the cleanliness of the village, even the crazy special events were top-notch.

My point is that customer experiences and brands can’t be fabricated. They are a result of how a company is run and its commitment to the overall brand experience, not what the company wants its customers to believe. If you want to modify or change your brand, you’ve got to know what your customers currently think about your company, and then make the fundamental changes within your organization to give customers the authentic brand experience you want them to have.

Which ski resort has the best brand? I have three or four favorites, and which one I chose all depends on what type of experience I’m looking for that particular day. It’s great to live in Colorado, isn’t it?