SMUNDAY: Heinz’s campaign for a national holiday

By: Nicole Raymond

The Super Bowl is known for parties, high energy, junk food, beverages and an opportunity for all Americans, even those who don’t pay attention to football. It has become a large part of our society, so large in fact, that Heinz created a petition for the Monday after the Super Bowl to become a national holiday “SMUNDAY,” according to Adweek. Heinz isn’t the first brand to suggest this crazy idea. In 2012, Coke Zero tried something similar.

Heinz’s goal was to receive 100,000 signatures on their petition, which is the number it takes to ensure congress will consider the petition and its contents. While the brand admits it was a fun activity, they implemented this idea with the intention of going through with the process. So why did this popular company skip the Super Bowl, the highest-watched televised program each year, and head straight for the day after?

Think of all the money Heinz saved by skipping the Super Bowl, but remaining in the Super Bowl arena. They didn’t buy advertising space during the Super Bowl, which in itself saved Heinz millions of dollars, but they still allowed themselves to be in the news by creating a timely campaign people could relate to and cared about.

The idea was backed by the people who watch the Super Bowl every year and dread getting up and heading to work the next day. In fact, their research showed the Monday after the Super Bowl was actually costing the country about $1 billion every year from “sick” employees who didn’t show up and low productivity from employees who made it to work. So with seemingly unrelated ideas, how did Heinz relate this stunt back to their brand?

A successful campaign will use research to create a unique idea that is interesting to their public, but they will also be sure those ideas relate back to their brand, products or values. Heinz accomplished this task by relating their campaign back to the Heinz company values. The Heinz petition website says, “At Heinz we believe in never settling. Never settling with food. And never settling in life.” By never settling with food, they reinforce their commitment to producing quality condiments and not having to eat bland food. By never settling in life, Heinz supports different lifestyles and recognizes the fact that most people don’t want to go to work on the Monday after the Super Bowl. In the name of not settling in life, they’ve created a petition to change the Monday after the Super Bowl from a workday to a national holiday. In doing so, Heinz gave all of their employees the day off on the Monday after the Super Bowl.

What do you think of this campaign and petition? Was it clever or silly? Do you think it worked?

Nicole Raymond is senior majoring in public relations and double minoring in marketing and communications. This is her first year serving on EMU PRSSA’s E-Board as VP of External Relations. Nicole is a wife, aunt, daughter, sister and friend. Connect with her on Twitter and Instagram @nicoleraymond74.

 

Stand out and make a statement

By: Nikki Mikolon

Super Bowl LI was memorable to say the least. Not only did the New England Patriots come back from an over 20 point deficit, with unbelievable calls and winning in overtime, but Super Bowl LI occurred just after our new president has taken office. With protests and marches occurring all over the nation and the world, people are riled up about some serious issues on gender and race. Who would have known that after 50 years since our ancestors fought for civil and equal rights that we would still be fighting? There are mixed emotions throughout the country about the new leader. The Super Bowl is one of the most viewed programs on television. This is widely known in the advertising world and of course consumers have taken notice of this, with the greatly anticipated Super Bowl commercials.

The halftime performance is another big part of the Super Bowl that even catches the eye of those who could care less about the game. Needless to say with all eyes on the ball, the advertisers and performers have the ability to make a statement that will be known to all whether they watch the game or not. This year, we saw some commercials by companies that took advantage of the spotlight to make a statement that could be seen as slightly political, but also solidifies their brand image. Audi had a wonderful commercial called “Daughters.” The commercial showed a young girl in a cart race against other boys. Her father is the narrator in the commercial saying things like, “Will she receive equal pay? Will she be valued as much as her male counterparts? How can he, as a father, tell her about the world? What can she expect?” In the end, the daughter wins the race and the dad thinks that one day he may not have to tell his daughter things like this. Audi announced they were “committed to equal pay and equal work for all.”

Lady Gaga was this year’s Super Bowl performer, and was applauded after her performance for not making it political. Little did many realize, Gaga was making a stance whether they noticed or not. The show was innovative and fresh, with drones that lit up the sky as Gaga stood above NRG Stadium. Gaga did not make a huge impression or noticeable stance that was rumored to have occurred last year during Beyoncé’s performance. Gaga put on a great show while still making a stance when she sang her iconic song “Born This Way,” the unspoken LGBTQ anthem. An applause should be given to Gaga for keeping the show light with a memorable performance!

Nikki Mikolon is a senior majoring in public relations and minoring in marketing. As a Detroit native, she hopes to spend her beginning years working for the city and being a part of its renaissance. Connect with Nikki on Twitter @nikkimikolon.

EMU PRSSA E-Board elections March 14!

EMU PRSSA will be electing the new 2017-2018 executive board at our Tuesday, March 14 meeting. Elections will start promptly at 5:30 p.m. in SC 304.

To apply for any E-Board position, members must submit a letter of intent (a cover letter) that states why they would be a good fit for the position and why they want the position. Please submit a resume with your letter. Please submit all applications by Friday, March 10.

E-BOARD MEMBERS MUST BE PAID EMU PRSSA MEMBERS, OR WILLING TO BECOME PAID MEMBERS IN THE FALL SEMESTERS.

Positions available include:

  1. President: Organize the general and executive board meetings in association with the Vice President of Member Relations and oversee the flow of the organization as a whole. Assist with special projects; act as a liaison to PRSA Detroit and official advisors, assist in the coordination in the fall Student Development Conference.
  2. Vice President of Professional Development: Assist in coordination of the Student Development Conference, assist with special projects. Help obtain portfolio opportunities for members, coordinate professional development efforts, continue to add internship contacts to the internship spreadsheet, work with the members to find internships, handle alumni information.
  3. Vice President of Member Relations: Manage the PRSSA Gmail account. Check account daily and forward emails where they need to go. Communicate with members to find out their idea of what they want out of membership in PRSSA, create surveys to assess interest in member topics, liaison between members and executive board, coordinate outreach to PR related classes to talk about PRSSA, contact all new members to make them feel welcome.
  4. Chief Financial Officer: Process requisitions and account transactions, act as principle advisor for fundraising, oversee fundraising committee, keep updated and accurate account records, keep executive knowledgeable of financial status including outstanding balances, etc.
  5. Vice President of Public Relations: Distribute flyers and other materials to potential members. Write and submit press releases to local media outlets when required, clip articles with PRSSA mentions in published materials, maintain and update bulletin boards throughout campus, manage blog.
  6. Director of Social Media: Maintain social media presence of EMU PRSSA on Facebook, Twitter and Instagram.
  7. Vice President of Special Events and Programs: Plan the induction ceremony and spring gala, assist VP of Member Relations in planning social events for members, coordinate the Student Development Conference, assist in any other special projects as they come up.
  8. Vice President of External Relations: Coordinate chapter events and activities outside of regularly scheduled PRSSA functions or events. This includes at least one community outreach event each year and overseeing the logistics of the Bateman Competition.

To see a more detailed list of each position’s job responsibilities, click here: Executive Board Positions.

Speed Mentoring March 7!

revised-speed-mentoring-graphic

Looking for networking opportunities? EMU PRSSA will be hosting Speed Mentoring on Tuesday, March 7 at 6 p.m. in SC 320. Speed Mentoring is an event that allows students to network with a variety of local professionals in a short period of time. Each professional will sit at a table, and students will rotate around the room for a set amount of time, like speed dating.

Professionals attending are from public relations agencies and companies, such as Quicken Loans, Twitter, United Way and more!

Come prepared with questions and don’t forget to bring multiple copies of your resume! To register for the event, click here.

The Grammys: A golden opportunity for publicity

By: Jordan Ross

j-lo-adele-ceelo

Source: ABC7 San Francisco

The 2017 Grammy Awards will go down as one to be remembered. The Grammys, otherwise labeled by many as the biggest night in music, has grown since its inception in May 1959 to become the spectacle of an award ceremony that draws a television audience second only to the Academy Awards. Many memorable moments occurred during the show that people will be talking about for years to come, from Beyoncé’s pregnant musical number, to Bruno Mars’ Prince tribute and Adele’s George Michael tribute redo.

What goes on during the Grammys ceremony is not the only thing that takes over the news feeds. Much of the conversation surrounding the Grammys is the fashion. The Grammys brings out some of the most prominent celebrities and well-known musicians in the world, and one of the most popular topics people like to talk about is what they are wearing. The pre-show that televised before the Grammys dedicated two hours of showing all the celebrities as they were entering the venue, anchors having a quick chat with them, and letting the public see what those celebrities were wearing.

grammys-red-carpet

Source: CelebMix

In terms of publicity, the Grammys is a huge platform that celebrities can use to capture the attention of the audience. This year, according to Nielsen, which is a company that measures TV ratings throughout the U.S., about 26 million viewers tuned in to watch this year’s ceremony. In comparison, the 2016 Grammys had 25 million viewers, meaning a million more pairs of eyeballs in 2017 were watching all the festivities compared to last year (and not to mention all the impressions on social media that the Grammys received for this year’s ceremony).

Needless to say, the Grammys is a great opportunity for the celebrities who walk the red carpet before the show to get their name into the media. Even celebrities who people have not had at the forefront of their mind can come to public attention based on what they are wearing and if they stand out.

The Grammys is a golden opportunity to get an audience’s attention. This may typically be a figurative statement, but one man took that statement literally, and he may have stolen the show by doing just that.

ceelo-1

Source: Twitter

During the Grammy pre-show, a man dressed in a unique golden costume walked onto the red carpet for the world to see, and see they did. At that moment, all eyes turned to this mysterious golden figure. Sometimes, celebrities dress differently to stand out, but this particular moment was quite different from others.

After a short amount of time, people figured out that the man dressed in gold was indeed singer-songwriter CeeLo Green in costume, but no one understood for what reason or what cause he was doing it for. Regardless of why he was dressed that way, people could not help but talk about it. Reporters at the Grammys were tweeting and writing articles about what was happening, and with so many questions revolving around what was taking place and why, people could not help but follow this story.

All over social media, people were getting involved and trying to figure out what was going on. They were also using their creative spirits to compare CeeLo Green’s costume to other prominent images in pop culture. Here are some examples:

C3PO:

Ferrero Rocher® Chocolate:

ceelo-3

Source: CapitalFM

Drake’s Gold Necklace:

It turns out that the reasoning behind CeeLo Green’s costume was to promote his musical “alter-ego” Gnarly Davidson. Gnarly Davidson is one half of the soul duo Gnarls Barkly, along with the music producer Danger Mouse.

Gnarly Davidson’s appearance on the Grammys red carpet may have been most of the population’s first introduction to Gnarly, but he has existed before this even took place.

The Twitter page for Gnarly Davidson has been active since October 2016, but in just one day, CeeLo Green found a way to propel himself, and his “alter-ego” into the national spotlight.

ceelo-4

Source: Variety

Probably the best part about all of this publicity for CeeLo Green (other than getting to dress in a pretty sweet gold costume), is that he didn’t have to pay a dime for any of it. Before the Grammys started, realistically the majority of the public did not have CeeLo Green at the forefront of their minds. By standing out in the crowd and doing something that the average celebrity would not do, CeeLo Green was able to grab the attention of millions of people around the world. Without having to create and disseminate any form of traditional advertising, CeeLo Green created a way to induce a conversation about him. Not only that, but he helped promote his own brand as he simultaneously put Gnarly Davidson on the map with all the publicity that came in the aftermath of his debut.

ceelo-5

Source: E! News

Today, if you mention Gnarly Davidson, you may get a different reaction than you would have on February 11, 2017. This just goes to show that in public relations, it’s OK to be different. The world is a big place, and publicity can be hard to come by with so much going on. Sometimes, it takes some creativity and thinking outside of the box to stand out. You never know, even the strangest of ideas can turn into a golden opportunity.

Jordan Ross is a senior at Eastern Michigan University majoring in public relations and minoring in communications. Jordan is in his first semester serving as the vice president of professional development for EMU’s Eleanor Wright Chapter of PRSSA. Jordan is also a member of EMU’s Honors College and serves as the president of the EMU Student Center Student Employee Advisory Committee. You can find Jordan on Twitter @_JJRoss.

EMU PRSSA E-Board Elections March 14!

EMU PRSSA will be electing the new 2017-2018 executive board at our Tuesday, March 14 meeting. Elections will start promptly at 5:30 p.m. in SC 304.

To apply for any E-Board position, members must submit a letter of intent (a cover letter) that states why they would be a good fit for the position and why they want the position. Please submit a resume with your letter. Please submit all applications by Friday, March 10.

E-BOARD MEMBERS MUST BE PAID EMU PRSSA MEMBERS, OR WILLING TO BECOME PAID MEMBERS IN THE FALL SEMESTERS.

Positions available include:

  1. President: Organize the general and executive board meetings in association with the Vice President of Member Relations and oversee the flow of the organization as a whole. Assist with special projects; act as a liaison to PRSA Detroit and official advisors, assist in the coordination in the fall Student Development Conference.
  2. Vice President of Professional Development: Assist in coordination of the Student Development Conference, assist with special projects. Help obtain portfolio opportunities for members, coordinate professional development efforts, continue to add internship contacts to the internship spreadsheet, work with the members to find internships, handle alumni information.
  3. Vice President of Member Relations: Manage the PRSSA Gmail account. Check account daily and forward emails where they need to go. Communicate with members to find out their idea of what they want out of membership in PRSSA, create surveys to assess interest in member topics, liaison between members and executive board, coordinate outreach to PR related classes to talk about PRSSA, contact all new members to make them feel welcome.
  4. Chief Financial Officer: Process requisitions and account transactions, act as principle advisor for fundraising, oversee fundraising committee, keep updated and accurate account records, keep executive knowledgeable of financial status including outstanding balances, etc.
  5. Vice President of Public Relations: Distribute flyers and other materials to potential members. Write and submit press releases to local media outlets when required, clip articles with PRSSA mentions in published materials, maintain and update bulletin boards throughout campus, manage blog.
  6. Director of Social Media: Maintain social media presence of EMU PRSSA on Facebook, Twitter and Instagram.
  7. Vice President of Special Events and Programs: Plan the induction ceremony and spring gala, assist VP of Member Relations in planning social events for members, coordinate the Student Development Conference, assist in any other special projects as they come up.
  8. Vice President of External Relations: Coordinate chapter events and activities outside of regularly scheduled PRSSA functions or events. This includes at least one community outreach event each year and overseeing the logistics of the Bateman Competition.

To see a more detailed list of each position’s job responsibilities, click here: Executive Board Positions.

Reminder—No meeting tomorrow

As a reminder, there will be no general assembly meeting tomorrow. Have a wonderful Valentine’s Day!