Category Archives: John Trader

3 Ways Pessimism is an Asset in PR

An article recently published over at the MIT Sloan Management Review blog caught my attention. Essentially, the article asserted that in a world where optimism reigns, a little pessimism is a good thing. In our culture, pessimism is generally perceived as a state of mind where one anticipates negative outcomes. We often classify individuals asRead the rest of this entryRead the rest of this entry

Latin America Crisis Communication – Is the Secret Service in Turmoil?

Background Did you hear the news? Last week while President Obama was busy finalizing his plans for a trip to Columbia for a summit with Latin American leaders the Secret Service agents assigned to his security detail were busy too, scouting out the area, meeting with local security officials and hiring prostitutes to entertain themRead the rest of this entryRead the rest of this entry

5 Ways to Stop Cutting the Brown Grass in Social Media

During summer a few years ago, I was on my way to a meeting and I saw something that made me scratch my head. We were going through one of those incredibly dry summers and local watering bans had caused all known forms of vegetation to wither and die. Snapshots of our community could haveRead the rest of this entryRead the rest of this entry

What Spaghetti Sauce Can Teach Us About Empathy

Earlier this month, Ragu spaghetti sauce launched a video Facebook campaign called “Ragu Asks” aimed at uncovering the mystery of how parents motivate their finicky kids to eat. The short, 30 second video content that followed was created based on responses from their community and the result was a string of hilarious videos depicting parents going to bizarre lengths to get their kids to eat, which as most parents know can often times be a monumental struggle. Although the content was extremely exaggerated and a bit absurd it seemed to strike a chord with parents through its deft blend of comedy and desperation to speak at what can often be a daily struggle that parents fight to keep kids nourished and healthy.Read the rest of this entry

The Importance of Follow Up in PR

A peculiar thing happened to me last week. Something that caught me off guard and made me wonder if the majority of us truly understand the value that people place on following up.

I attended a career fair on behalf of my employer to collect resumes and meet prospective job candidates who were seeking employment. At the end of the day I had in-depth conversations with about 35 potential candidates (some of whom were working and others who were currently unemployed) and handed my business card to each one noting that our company vigorously participated in social media and I was the point of contact for follow up. Following the conversations, every single one of the candidates firmly shook my hand, looked me in the eye and said they were very interested in working for my company. Nearly a week later, I have received follow up messages from exactly two of the candidates via email. Two.Read the rest of this entry

When Social Media Outreach Becomes an Obligation

One of the most fascinating things about social media is how businesses are inventing new ways to capitalize on its potential to meet unique objectives they set relevant to their own verticals. Few thought prior to the explosion of this medium that using it to connect with communities would permeate so quickly to virtually everyRead the rest of this entryRead the rest of this entry

5 Essential Characteristics of a Successful PR Pro

In order to be successful in the modern world of PR, there are certain essential characteristics that one must possess to fight adversity, capitalize on opportunities, maintain a positive image, encourage word of mouth, and build strategy. When initially coming up with the idea for this post, I jotted down 17 must have characteristics. HereRead the rest of this entryRead the rest of this entry

Apple’s Positive Earnings Report Creates Bad PR

Wait, what? Last week, Apple released its fourth quarter 2011 earnings, posting a profit of $13.06 billion on revenue of $46 billion. Earnings per share were $13.87, far exceeding analysts’ expectations of $10.08 per share. Fueled in large part by their stratospheric sales of the iPad and iPhone, Apple’s monstrous quarter brought bright smiles toRead the rest of this entryRead the rest of this entry

The Paula Deen Case – A Lesson in PR Transparency

Last week, Paula Deen – the Southern Belle cook with the penchant for deep fried delights – announced that she has Type 2 diabetes. Although a tragic medical condition for anyone, what’s unusual about this case is that she waited three years after her initial diagnosis to reveal that she was inflicted with the disease,Read the rest of this entryRead the rest of this entry

Five Tips to Practice Effective Internal PR

We hear a lot about external PR best practices these days. Articles, blog posts, podcasts, books and a host of other references talk about “5 Ways Media Training Can Help You and Your Clients” or “How to Become a Reporter’s Best Friend” and “Five Ways Being in PR is Like Running a Group Blog.” TheseRead the rest of this entryRead the rest of this entry