This blog is about a poignant campaign I came across a couple of years ago. It successfully struck the right chord and generated just the right amount of attention for them. The scene opens with a pensive young lady staring at her computer screen. Looks like she is about to fill up a form. She stares at the Name block for a while and exasperatedly puts away her laptop.
“Jemma Miller?” asks the mailman. We now know she is called Jemma. She reluctantly answers and receives the delivery. The montage continues- Jemma shudders every time her name is called. She can’t even bear to look at her ID card with her name on it. Her name seems to be a sore issue, even when her parent introduces her to a friend. We are left questioning the hatred this protagonist has for her name.
Cut scene to a coffee shop. We know an uncomfortable encounter is coming. The barista asks, “And…what’s your name?”
‘Jemma Miller?’ asks the mailman. We now know her name is Jemma. Jemma is still upset about something from last night. We don’t know what about. Subtle hints tell us that it’s got something to do with her name. A female voice on the PA, a friend on the phone, and her identity card all say ‘Jemma’, and she is not happy about it. Jemma stares hard at the mirror, examining her features. Even the fact that her parent calls her Jemma, makes her flinch.
Cut scene to a male voice asking, ‘And… what’s your name?’ She answers, “It’s James.”
The barista promptly writes and hands ‘James’ the Starbucks cup with his name on it. For the very first time, we see the protagonist smiling, finally at one with themselves. Jemma Miller was unhappy being a woman. She didn’t want to associate with being one. Jemma wanted to be recognized as James, an identity that felt natural. Starbucks’ Every Name’s a Story: #whatsyourname initiative poignantly told a tale of acceptance and having an identity of one’s own.
Like the protagonist, several in the world are transitioning. The change is difficult, and often emotionally taxing. With its unique tradition of writing names over cups, Starbucks welcomes everyone, irrespective of their associations.
PR is a profession that requires diverse skills to succeed. You get to don the hat of many well, at the drop of a hat. For a successful career in PR, here are 10 skills you need to equip yourself with.
No matter how much Buzzfeed’s article on ‘26 Totally Legitimate Thoughts Every Introvert Has Had’ makes sense to you, you need to bring your Networking A game. PR literally eats networking for breakfast. Channel that inner David Rose, if you have to!
Write like an Amazonian Steer clear of the ‘Shashi Tharoor’ syndrome—-Prefer making sense over sounding smart. Keep it succinct, no more than 30 words per sentence, and don’t forget to ‘PROOFREAD’!
Research like Sherlock!
Research is the anchor holding your ship together. Well-researched articles, backed by facts will keep you afloat! Without research, No ‘ship’ Sherlock!
Time Management Unless you plan to “Work Work Work” all-day like Rihanna and Drake’s jam, effective planning and time management are essential skills to have on hand. “I know you need to get done, done, done!”
Media Management Media is your best bet to get noticed.Industry, Baby! Latest industry information, policy changes, and upcoming trends are what you must track constantly. For a successful PR professional, keeping up with iIndustry trends is the ace in this deck of cards.
The Kardashians are so last season, anyway!
No Social Dilemma.
PR professionals must be fluent with social media. That’s where you find the pulse of public opinion. You can form and execute campaigns and track them effectively.
And for God’s sake, turn that documentary off!
Good’Ol Fashion Print and TV may be old but not outdated. Call the journos, update those media lists, and keep pushing!
Customization Heist! Want to be noticed? Say “Bella Ciao” to sending out generalized pitches to journalists unless ‘spam’ is your final destination!
Even the sinister professor would recommend this.
The Big Picture You are the eyes and ears of the company you serve from both; inside and outside of the company. Create an evaluation plan to see the big picture rather than micro-managing.
10. Content is King! This one is rather self-explanatory. Great content, guarantees you getting noticed and helps you leave a lasting impression on the reader’s mind.