Global Tourism Social Media

A GLOBAL TOURISM DESTINATION TELLS SUSTAINABILITY STORY-GLOBALLY WITH PR & SOCIAL MEDIA

THE CHALLENGE

One of the world’s best-known visitor destinations seeks to unify its global social media story-telling by providing agencies representing the destination in Europe, Asia, North America and Pacific regions with best practices, guidelines, processes, and procedures which reflect the global nature of its social media communications.

The organization also needs insights on tracking successful social media campaigns, both organic and paid with KPIs which can be easily reported to stakeholders.

Global social media crisis communication systems and processes are also needed.

At the same time, maximizing resources and merging brand paid social media budget.

THE SOLUTION

Support development of social media KPIs, establish best practices, including user-generated content UGC policies and guidance regarding GDPR. We maintain communication with agencies in Hong Kong, China, New Zealand, Australia, UK, and Germany to ensure consistent on-brand storytelling in social media.

We also manage a global social ad campaign, with a sophisticated funnel, that reaches into 12 countries and is translated into 10 different languages or dialects.

GLOBAL REPUTATION MANAGEMENT


From copy to images and video our international social media oversight ensures the brand story is consistent across languages and platforms including WeChat, Facebook, Instagram, Twitter.

ESTABLISH GLOBAL SOCIAL MEDIA KPIs


We identify, evaluate and maintain organic and paid social media KPIs across 12 different global markets. We watch for shifts and changes and make recommendations to partner agencies and brand based on trends or shifts.

ESTABLISH & MANAGE GLOBAL SOCIAL MEDIA AD CAMPAIGNS


In addition to developing successful advertising campaigns, we developed a system and a process to manage multiple languages and cultural touch points across campaigns.

SUPPORT CRISIS COMMUNICATIONS


We help build systems and processes to implement crisis planning to agencies around the globe for social media distribution. Additionally, we create and establish guidelines for agencies for confident brand communication during periods of crisis for their location.

ESTABLISH INTERDEPARTMENTAL COMMUNICATION CHANNELS


We help build systems and processes to implement crisis planning to agencies around the globe for social media distribution. Additionally, we create and establish guidelines for agencies for confident brand communication during periods of crisis for their location.

ESTABLISH SOCIAL MEDIA GUIDELINES


From crisis management to content and branding, our team develops guidelines and training for agencies around the globe. We also support the organization with recommendations on important changes including GDPR, FTC Influencer Guidelines, and User Generated Content (UGC)

THE PR SUCCESS RESULTS

494%


Increase in social brand reach

494%


Increase in social brand reach

91%


Increase in social media brand engagement

25% 


Action rate on paid social website click campaigns.

133.6% 


Action rate on paid social video view campaigns

100.4% 


Overall action rate on paid social ad campaigns.

Wellness PR Based in Los Angeles

A GLOBAL CPG BRAND IN AN EMERGING MARKET USES PR SUCCESS AS IT PREPARES FOR AN IPO

THE PR CHALLENGE

To normalize hemp-based products to the general consumer market while establishing the brand as an international consumer packaged goods leader in the vertical, increase consumer awareness, and prepare for a successful IPO.

THE PR KUDOS

“Nearly solely responsible for the development and implementation of our public relations campaigns, offerings and promotions, and media management…an excellent feel for gauging public opinion and projecting public reaction to certain campaigns. Best of all, the  campaigns were universally successful, providing significant and measurable growth…comes with my highest recommendation.”


Chris H.,
Marketing VP

THE PR SOLUTION

Engage scientific, lifestyle, vertical, and business journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Ensure global reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and on-going media training.

GLOBAL REPUTATION MANAGEMENT


Our international brand and category monitoring inform corporate decisions including partnerships, product development, and U.S., European, and Asian consumer trends in the lifestyle and wellness category.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

SOCIAL MEDIA & COMMUNITY MANAGEMENT


On-brand owned media, including organic social media and blogging content calendars that support PR & branding initiatives through inviting copy and engagement tactics.

EXECUTIVE BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

SPORTS CELEBRITY ACTIVATION


Activate athletic spokespersons including a former NFL player, as a spokespersons and faces of the brand in social media, owned content including, earned media and in-person appearances.

THE RESULTS

200+


Pieces of press coverage over 3 years, averaging 5 pieces of coverage per month.

10+ Billion


Earned media impressions over 3 years, with an earned media value of over $5 million.

300% 


Increase in the stock price of an over subscribed IPO.

Consumer Product PR Firm
National Media PR Agency Los Angeles
Business PR Firm California
Wellness PR Firm
Media Relations Agency Los Angeles

social media ads during COVID-19 case studies
CPG PR Crisis

For most CPG brands, it’s not a matter of IF there will be a PR crisis, it’s a matter of when, particularly if you’re in an emerging industry where the regulations are ever-changing, the research is emerging, and the deals are getting bigger. This is a perfect storm for a public relations crisis.

Most of the time CPG companies come to us because they want to share their story, appear in the press, create noteworthy and press-worthy activations and add value to their brand, all perfectly delightful reasons to hire a PR firm. It’s the fun side of PR work.


Why Plan for a PR Crisis When One Hasn’t Happened? 

According to Plos|One research, true rumors are confirmed within around 2 hours, but it takes over 14 hours for the average false rumor to be debunked. 


But the fact is, some of the most important work a PR firm can do for you is crisis planning. We recently had an entrepreneur refuse crisis planning because they “didn’t want to even think about it.” That was a major red flag for us because it’s an outright refusal to protect the brand and create a plan in which we can perform our best services in the case of a crisis; we decided the potential client wasn’t a good fit team Avaans PR and opted not to pursue the relationship. PR crisis planning is not sexy. It’s not fun. But it is important to your brand’s value and most importantly, it will help you sleep at night.

The time to manage a crisis is BEFORE it happens, you can’t expect your team to be prepared in a moment of panic. At the bare minimum, cannabis brands should put together a PR crisis plan. Exact strategies for your plan and the triggers to implement may vary, but in the world of rapid-fire news, cancel culture, and social media, having a plan is the most important step.

Step 1: IDENTIFY YOUR PR CRISIS TEAM

Depending on your brand, your cannabis PR crisis team may at the very least include:

  • Chief Executive Officer
  • Chief Marketing or Communications Officer
  • Brand Spokesperson
  • Public Relations Agency and Investor Relations Agency

Depending on the nature of the crisis

  • Law Firm
  • Human Relations
  • Product Formulation
  • Social Media Specialist
  • Customer Service

If that list seems long, that indicates how complicated a PR crisis can be. Not all  these people will be part of every single crisis. But it’s important for every one of these people to understand their role and stick to their role during a crisis. Each of these people represents different points of contact for various stakeholders. They should also have a seat at the table during the second step.

STEP 2: IDENTIFY POTENTIAL CANNABIS PR CRISIS COMMUNICATION SCENARIOS

Some CPG PR crisis scenarios are unique to CPG, others are not. But your key crisis team members need to be involved with the identification of crisis from the start. An important thing to remember is that a crisis can happen just because someone said it did, not because it ACTUALLY happened. We see this happen on social media frequently. For example, if someone accuses your company of fraud and makes the lawsuit public, whether you committed the alleged acts might be irrelevant; if the information is in the press, you may still need to defend yourself against it.  Another unforeseen example of this is the Tide Pod Challenge. When thousands of social media posts started popping up encouraging young people to eat Tide Pods, even though Tide has nothing to do with the challenge, Tide had to respond both in the immediate and long term, and researchers said the entire incident may have helped their brand image because their response was so swift and extensive. 

On the other hand, you should also determine what the trigger points are for responding to a crisis. Some crises’ need an immediate response from a company, some are better left communicated to a small audience and in other cases, in this fast-moving media world, it might be best not to execute a response at all. There is no “one size fits all,” for your response. The old adage of “get out in front of it,” still applies, in specific circumstances, but other situations require a more nuanced strategy.

A crisis that include consideration might be:

  • Injury to staff or public as a result of your product, processes, or location
  • A quality control issue, defect, or product recall
  • A natural diaster that effects your business, such as an earthquake, hurricane or flood
  • Legal action or public claims about an employee, client or customer
  • Emerging research or regulatory investigations that affect your product, your clients or the industry
  • Executive Leadership change

STEP 3: IDENTIFY STAKEHOLDERS AND AUDIENCES

Each CPG PR crisis may have multiple stakeholders who should be notified of a situation; in most cases, there will be multiple stakeholders. Your responses to each audience should be consistent but may vary in technicality, point of view, or details.

  • Employees
  • Customers
  • Dispensaries
  • Partners
  • Investors
  • Government Regulators
  • Industry Media
  • National Media
  • Local Media

STEP 4: DETERMINE COMMUNICATION FORMATS

Again, strategies will vary depending on the PR crisis, but you should determine in advance HOW you will communicate your message. For example, will you address to the media or will you issue a press release? Will you comment on social media or will you make a video? Is this a matter that needs to be released to investors and if so, what is the timeline? Press conferences are rare in the CPG industry, but there may be a circumstance where this would be an effective tool.

STEP 5: IDENTIFY WHERE IMPORTANT INFORMATION IS HELD

Your key crisis communication team should have access to important contact information for each other, including emergency contacts and follow-up contacts. Your PR firm should have at the ready multiple pieces of information which will be needed in the case of a crisis. Having information on hand can sometimes be the difference between undesirable media coverage and squashing the coverage altogether.

LISTEN UP: THE ONGOING STEP

In the day-to-day of running a CPG brand, it’s easy to miss the signals. Be sure someone from your PR team is keeping an eye on industry trends and evaluating how they might impact your overall reputation and any crisis plans in place.  Having your finger on the pulse of these waves can help you navigate changing consumer, political, and investor perceptions more adeptly. From social media listing to media monitoring, when it comes time to decide about response triggers, you’ll have more insight into what kind of response will be well received.

There’s no single solution to CPG PR crisis planning. Your plan will be distinctive to your company culture, values, leadership, and risks. But should a crisis hit, you’ll be grateful for the plan that gives you a path for decision making.