The PR Train Wreck Named Rob Ford

Step aside Miley, the celebrity spotlight here in Canada has shifted and the man behind it all is the infamous Mayor of Toronto, Rob Ford. If you have checked the news, twitter, or turned on your TV lately than you are well aware that over the past year his reputation has been quite literally going up in smoke.

From a PR perspective, it is almost impossible to argue that there has been some method to Ford's madness, as the only constant is chaos.

What are his top communications mistake to date?


1. Confession does not  equal credibility 

Especially if said confession comes a year too late. Our belief is that honesty is in fact the best policy, especially when it comes to PR. The sooner the truth comes out, the better you can prepare for it, begin damage control and move on, as well as retain trust with your audience. Most audiences don't hold you and your brand to a standard of perfection, but of respect. These are relationships we are dealing with, after all. When you make a mistake, fess up. The public can't understand what they are not told.

2. Perplexed priorities 

The logical decision in this situation would be for him to resign. At this point there is not much that he could do to save his reputation, and for the sake of the city, resigning would be the only acceptable option. But, Mr. Ford has not only declared that he will not resign, but that he will actually run again. Sounds like a selfish suicide mission to us. His role as mayor is take care of his city first, not his ego.

3. Mixed messages 

If it wasn't a given he was smoking crack, we could've suspected it by the bipolarity of his statements. It appears that every day he has a new version of the story, making it extremely difficult for anyone to give him the benefit of the doubt or for him to retain any ounce of credibility. "This is my story and I'm sticking to it" would've been a better approach for him to take, especially if that story involved the truth.

4. Refusing PR 

It  has been said that multiple PR agencies have been in and out of the Mayor's office as of late, and that he refuses PR help of any kind. Had he settled on a fitting PR agency, they could've better prepared him to deal with such a situation and perhaps shed light on the importance of honesty and his role as mayor.


Needless to say Canada sure has had it's fair share of media attention due to this issue, and the cliché "any publicity is good publicity" most certainly does not ring true. It's a shame that this scandal has brought our usually peaceful country to the forefront of the political playground.

How would you advise Mayor Ford to proceed? Do you think there is any chance of salvaging his reputation and city?

PR for Startups: Why & How You Should Be Doing Things Differently

PR is a crucial element to any type of business, but especially so to startups. It will make or break your success and it is important to keep in mind that you should be doing your PR differently than the brands you see on TV. They already have an established reputation and name, and you are trying to achieve that, so mimicking what they are doing in their stages of success won't work for you and your business. Your PR efforts need to be entrepreneurially tailored to your startup. 

Here are five tips for you and your emerging brand:

1. You're not Google or Apple, yet. 

A lot of startups expect huge media hits right away, and to put it bluntly...that's not going to happen. We get it, it's your baby and you are so close to it and so proud of it, of course you think the whole world should share your sentiments. And if you do your PR right, they will one day. It's ok to aim high and dream big, thats what essentially makes you an entrepreneur. You're a doer, a dreamer, you've got a fire lit under your butt and want to make stuff happen and that's what we love about you. But on the PR and publicity side, things don't move so fast and at this stage in your business (almost) any publicity is good publicity. 

2. You need to have a designated PR person. 

Too many entrepreneurs make the mistake of attempting to wear too many hats. Just because you can wear all the hats doesn't mean you should. This is true for any business, but especially for entrepreneurs. Your startup is essentially your baby and this can result in you being too close to it to be able to accurately pitch/explain it to other people. You don't want to have to deal with worrying about your next media hit or rejection, how people are perceiving your brand, etc. You are too close to your project and that's exactly where you should be.  Think of it this way, if you were applying for a job you wouldn't send your mom in for your interview, would you? Of course she thinks you are the greatest thing since sliced bread, she made you. You submit a resume, a carefully curated accumulation of your accomplishments that is (should be) factual. Think of your PR person as your living, breathing resume. 

3. Be very, very careful. 

Right now you are attempting to build your brand, so this is a kind of double edged sword. It's amazing because you have the opportunity to create and project any image that you want for your business, but if you don't predetermine what you want to put out there, then you leave the opinion up to the public who may or may not understand your business. No business should suffer a major slip up, but if, heaven forbid, it happens to Apple yes it will be tragic, but they have their already established reputation to fall back on. People will think "Yea Apple screwed up, but they are still an innovative leader in the technology industry." Your company doesn't yet have the luxury of having a recognized name/brand. These early stages will determine the future of your name, so approach them cautiously and be prepared. 

4. You're important too. 

Remember that it's not just about your company, your image is also important. You are the face of the company, and many times with startups their teams are usually small or nonexistent, so the public and the media will most likely be turning to you for interviews, information and more. In today's world of social media and cyberspace it is virtually impossible to avoid transparency. When people look up your brand they will look you up too. On Twitter, on Facebook, on Instagram, LinkedIn, everywhere. Small businesses have that personal connection and everyone will not only want to know about your company, but about you. Be active on social media and try to ensure that that your actions/thoughts are in line with those of your brand. 

5. Do this. 

Exactly what we are doing right now. Blog. Create content. Post pics. You need to give people material to learn about your company and actively putting out content will help you know your audience and converse with them. It's great to retweet this and share that, but don't limit yourself to merely sharing other's content. Create your own and get people talking about you. 

What PR tips would you add to our list for startups and entrepreneurs?

Why Ragan's PR Daily Rocks Our Socks

Ragan's PR Daily is without a doubt one of our go-to sites for anything PR related, and we're certain that we aren't alone in this sentiment. Based on the sheer volume of shares, engagement and laughs their articles get out of us and our peers on social media, it is obvious that they are an example to follow in the world of communicating and social media. They're laugh out loud funny, informative and current; basically they are that it girl in high school that all the gals want to be best friends with and all the boys want to date.

So, why are they so awesome? Let's make a little list à la PR Daily of the top 3 reasons we love Ragan's so much:

1. To the point & on point.

As PR professionals we are used to concise writing coupled with a hectic lifestyle, and anything that takes more than a minute or two to read through might get tossed to the side. Ragan's PR Daily masters the art of the top 5 list (and even the top 10, 15, 20 etc) and keeps their information both light yet knowledgeable. The content is always relevant and is usually somehow tied into today's pop culture, thus allowing you to remain up to date not only with your field, but with the world as well. Two birds with one stone? Heck yes, PR professionals love anything that ups efficiency levels.

2. They know their place.

There is a very fine line in the social media world between being consistent and being, well, annoying. Too many companies overwhelm you through not one social network, but multiple; while others are merely wallflowers that never seem to speak up or own a voice. Ragan's doesn't feed into either of these extremes. They consistently have content, yet somehow never seem to bother or overwhelm. They are like that comforting cup of coffee first thing in the morning saying "Hey, we got you. We're hear whenever you need us, and if you need us a little later, that's ok too." They are extremely active on   Twitter, Facebook and Pinterest, but even when I miss a day or two (which doesn't happen often) I never feel completely out of the loop. A good 15 minutes roaming around the site will get you all caught up, and even if you are a regular, there always seems to be something new to discover. This is gold in the world of social media and makes Ragan's a star pupil.

3. Memes. Oh, the Memes. 

I don't know how old the people running Ragan's are but it sure feels like they are right there beside me in Gen Y. They know memes, heck, they could teach a class on memes. Always appropriate, always awesome. Their articles are always accompanied by the perfectly suited meme, acting as a teaser for whatever witty piece they have written. Let me just tell you that my Instagram feed is full of memes courtesy of Ragan's that  I only wish I had thought up first.


Basically, if you are in any PR, comms or any social media field Ragan's PR Daily will be extremely informative, and amusing to you. They are a leader in the industry and an example to be followed.

That concludes our love letter to Ragan's PR Daily. 

Do you have as much of a crush on PR Daily as we do? Who are your go to websites for information in the PR industry? 

Public Relations vs. Advertising

In today’s society, there is a clear-cut understanding of what advertising is, while public relationsremains a mystery to many.

Advertising, as we know it, is paid space and broadcast time. There is complete control over the message, medium, and the target audience. It can be very expensive, especially if you have a big market to cover. For example, advertisers paid $2.5 billion to $3 million for a 30-second Super Bowl ad in 2010. It is now more difficult to launch a product through advertising, because consumers don’t pay as much attention as they did in the past. One reason being there is too much “clutter,” meaning consumers are exposed to several messages all at once.

Public relations is the management of communication between an organization and its publics.  It involves analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which serve both the organization’s and the public’s interest. A simple, yet brilliant example would be when IKEA sent out letters to 3445 households nearby the first IKEA to open in Croatia. The letter was more than just introducing themselves to their neighbors, and informing them of construction; it was a small example of what IKEA stands for through the form of the letter. The letter was not only its own envelope, but also a t-shirt folder, exemplifying the simplicity of IKEA furniture.

Here are a few facts on the topic to consider:

·       The fastest-growing retail chain in the world is Zara, headquartered in Spain and now operates in dozens of different countries. Zara does no advertising except for two sale ads a year.

·        PlayStation and PlayStation 2 were introduced with a fanfare of publicity and went on to become the leading video-game brand.

·       Linux, an open-source software has not advertised because no one owns the brand. Yet Linux has some 99 per cent name recognition in the high-tech community.

·       According to Interbrand and Ad Age, these are the top five brands and advertisers.

Top 5 Brands:

1. Google

2. Apple

3. Coco-Cola

4. Starbucks

5. Ikea

Top 5 Advertisers

1. General Motors ($3.3B)

2. Procter & Gamble ($2.5B)

3. Ford ($2.4B)

4. PepsiCo ($2.2B)

5. Pfizer ($2.1B)

It is interesting to note the disconnect between the top 5 brands versus the top 5 advertisers. Advertising used to be top dog when it came to businesses promoting themselves, but in today’s age of technology and internet public relations are taking on a much larger, more significant, and different role.

What is your stance on the advertising versus public relations debate? Do you deem one more important or necessary than the other, or are they equal players in the business playing field?

Social Media: the New Way to Better Your Business

Social media platforms continue to grow, adding new, fun features that both maintain its users and attract new ones. These new and old features make it easier to connect, engage, and be informed. Best of all, it’s absolutely free.

Given its zero cost and opportunities, it’s essential for businesses to be active in social media. Businesses have the opportunity to emphasize their brand, voice their values, promote items, and provide better customer service.

If you’re a business owner who still relies on word of mouth, you’ll probably (hopefully) reconsider after reading these facts below:

• ·       Social media is the number one activity on the Web
• ·       53 per cent of people recommend products on Twitter
• ·       90 per cent of consumers trust peer recommendations
• ·       Only 14 per cent trust advertisements
• ·       34 per cent of bloggers post opinions about products and brands
• ·       83 percent of consumers exposed to a brand’s social media presence would try the brand’s products
• ·       78 percent of participants found that website traffic increased with as little as 6 hours per week invested in social media marketing
• ·       More than half of marketers who have been using social media for more than 3 years say that it has helped them increase sales

Word of mouth can still get you far, but social media will surely get you further.

Make This Summer Count

If you’re a PR student, creative thinking and strong writing skills are necessary. Though, what use will they be if you’re not given the right opportunity? Sometimes despite what you know, who you know is what will help you.

I’m sure your professor has told you this many times before, along with the suggestion that you should go out there, get involved and be seen. Though, you probably had little to no time, if you were a full-time student and working like me.

And now that its summer, all you want to do is make up for lost time with friends and family. Anything school related is the last thing on your mind, even that book your professor recommended, and you love reading. When it ends, you’ll find yourself not only struggling school and work, but finding opportunities to explore your career options. Meeting the right people can offer you valuable experience and narrow it down for you.

So make the most of your summer, while lessening next year’s stress. Committing at least one day a week to either volunteering or attending a local event, will still allow time for whatever your heart desires. After all, summer break is four months long.

Here are a few tips on how to get started:

1. Social media: It’s essential you connect on at least Facebook, Twitter and LinkedIn. Social platforms such as Instagram, Tumblr and Pinterest are a plus!

2. Twitter: If you’re looking for a volunteer opportunity in Ottawa, you can follow @VolunteerOttawa, or search both hastags #Ottawa #Volunteer. For events, follow @Ottawa_Events, or search hastags #Ottawa #Events

3. Ottawa Kijiji: Aside from the volunteer section, look in the tv, media, fashion section. PR internships can be found there sometimes.

4. Local blogs: Read local blogs to stay updated with local events, news and possibly an internship. Check out 613 Style and Apartment 613.

5. Business cards: You never know who you’ll end up meeting by chance, so always have business cards in hand to exchange.

 Last, but not least, don’t be afraid to volunteer or attend events by yourself. Others will find you more approachable and it’s better to step outside your comfort zone.

Good luck!

-Lisa Tanh

What the heck is an Open Device Lab?

Those were my very first thoughts when I heard on Twitter that digital creative agency bv02 was launching one on July 11th. I immediately investigated and soon discovered that an open device lab is, well, pretty self explanatory. It is a lab, with devices, that is open to the public. Simple enough, right? The more I pondered on this, the more I came to the realization of what an incredibly innovative idea this indeed was.

Targeted towards startups and entrepreneurs, the Open Device Lab (ODL) gives businesses access to test out their website or software on a wide range of devices free of charge. Every cell phone model imaginable was there, as well as tablets, e-readers and laptops. I have to admit it was a pretty fabulous feeling to see our website simultaneously loading on over 20 different screens. The ODL does a lot more than solely allow you to admire your business's own handiwork; another entertaining game to play is to see which device loads the fastest (and the slowest).

The ODL is actually the first one in the country. There are currently 64 ODLs spread across 22 countries, that can now include Canada.

Kudos to the team at bv02 for not only a fantastic idea, but an even better execution. This is exactly what Ottawa needs to support the ever growing startup community. We will definitely be bringing our clients by the ODL. Good PR definitely includes knowing how clients are viewing your product/service digitally and adapting accordingly.

The ODL is now open for business, so swing by and see how your business is being viewed today!