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Archive for the tag “#crisis”

Check out my blog post on the Susan G. Komen crisis and join the conversation!

emupublicrelations

The Susan G. Komen Foundation is not only the nation’s largest breast cancer charity but one of the most well-known and well-loved nonprofit organizations. So what’s got its longtime supporters quitting the race and calling them a disgrace? Read on.

On Tuesday, January 31, 2012, Planned Parenthood broke the news that the Komen Foundation would be cutting their funding to their Planned Parenthood affiliates. The $680,000 in funding being cut would have been used by Parenthood to provide breast cancer screenings for 170,000 low-income women. Komen then revealed that the new policies they were putting in place would not allow them to fund any organizations under investigation. Planned Parenthood, the country’s most prominent sexual and reproductive health care provider, is currently in the middle of an investigation by Rep. Cliff Stearns, R-FL regarding government money possibly being spent on abortions.

Background Bit: Last December, rumor spread that Komen and Planned Parenthood were in…

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China to Apple: Pay Up!

Came across an interesting article about the Apple Ipad …Pad?

Photo courtesy of techcrunch.com

So what’s going on:

Apple is currently in a dispute with Chinese company Proview, over the ‘iPad’ trademark. In 2001, Proview trademarked ‘iPad’ in several countries before Apple bought it from them in 2009 for $55,000. Proview is now demanding $2 billion from Apple in compensation.

What the companies have to say:
  • Proview claims that the complete sale of the trademark to Apple was not authorized, but Apple has documentation refuting that claim.
    • Although Apple does have documentation, they still may have made a mistake. There are two Proviews: Proview (Shenzhen) and Proview (Taiwan). It seems that Apple may have bought the trademark from Proview (Taiwan) when Proview (Shenzhen) is the company that actually owns it. If this is the case, then Apple has potentially juiced themselves of billions of dollars.
  • After the case being suspended in China, Proview has moved the case to the California courts.
    • Now they are claiming that Apple approached them as a fake company called IP Application Development Ltd., or IPAD. It is under this name that Apple supposedly applied for the ‘iPad’ trademark to be used as an abbreviation of the company name. If this is true, Apple could lose their rights to sell iPads in China, a huge market for them.
  • Apple is turning the tables and going after Proview for defamation and copy infringement.

This story sheds light on the other crisis Apple is currently facing in China regarding the working conditions of its Foxconn factories in correlation to the string of employee suicides. You can read more about that crisis here.

Proview IPAD (Photo courtesy of allthingsd.com)

My thoughts:

It seems like Proview may be regretting their earlier decision to sell the trademark for a few thousand when it has generated millions for Apple. I mean, I can’t blame them for trying to make up some (well all) of the money they lost but it just looks desperate now that it’s eight years later.

Now, if Apple really did use a fake company name to buy the trademark, then that’s even worse. Apple just beat out Google for the #1 spot of ‘Most Respected Brand,” so something like this would definitely bring some negativity to their title. This could result in losing their China market, which would definitely negatively impact their sales. This just shows that you have to honest from the very beginning because the truth will eventually show its face.

Not to mention the potential that they may have been the ones who made the mistake of buying from the wrong company. As I mentioned above, they’re already facing a crisis in China and it doesn’t seem to be getting them anywhere positive. I guess I’m just surprised that all of sudden Apple is attracting negative publicity.  Has their PR team been slacking all these years and we just haven’t seen it or does China just want to take a big bite out of Apple this year?

Another great question is: will Apple settle or ride it out to the very end?

Where They Went Wrong…

I came across an interesting article on Clinkz.com that related back to Chapter 3 of Brian Solis’s book, “Engage.” The article highlighted the five biggest mistakes businesses make when using social media in marketing. I wasn’t surprised to find that every one of the mistake identified had been brought up in my social media class and Solis’s book.

The first thing that caught my attention was that the author brought up the major difference between traditional marketing and social media marketing that companies seem to forget.

“It involves speaking with people instead of at people.”

This is the biggest issue with some companies who try social media; they don’t understand the ‘social’ aspect. All they see is another easy way to bombard a large audience with more of their ads and specials. Solis mentions in his book that social media backfires on so many companies because they don’t take the time to recognize the difference between mail advertisements and Twitter. Until companies realize understand that difference they won’t see the true benefits of a powerful tool like social media.

Photo courtesy of jonhoward.typepad.com

While some companies are having difficulties understanding social media, there are plenty of companies who have done the research and are doing well. Let’s take a look at the top mistakes of companies who don’t do their homework and what the article suggests to fix it:

5. Talking at People and Broadcasting Versus Engaging – Don’t just follow the conversations, initiate them.

4. The “If You Build It They Will Come” Mentality – Just because you join, doesn’t mean they’ll come running. “Create a plan to attract and retain them.”

3. Obsessing Over How Many Fans/Friends/Followers You Have – I think this is very common with companies and people in general. A PageLever study showed that only 3 percent to 7.5 percent of Facebook fans actually see your posts. Rather than focusing on how many likes your page has, focus on quality relevant content and moving the engagement up.”

2. Not Being Prepared for Questions or Issues – Most companies wait to be surprised by consumers who actually ask them question or have complaints regarding their products. Don’t be that business. “Make a list of the top 10 questions you’re asked on the phone. Also make a list of the top 10 PR crises that you have had in the past five years. Be prepared to handle these on social networks.”

1. Not Having a Clear Plan – Once again, just having a Facebook page as another place to post ads and things is not going to bring much success. Know who your audience is and target their wants and needs.

Of course there are more mistakes being made, but I think the mistakes discussed in this article are a great starting point.

Cherese

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