Media Archives - Mutant Communications

Tips on using PR to build a brand for small businesses

For most small businesses with limited resources, public relations tend to be overlooked as a viable business strategy.. However, an effective public relations strategy can be incredibly valuable. In many cases, it is a cost effective way of getting your brand out there and building a strong reputation without the expensive cost of traditional advertising.

So, if you run a small business, consider these tips to get the right kind of attention your brand needs – all without breaking the bank:

Find the right people

Journalists are constantly getting emails with story pitches that don’t often relate to their beat. To cut through the clutter, make sure what you are sending their way is relevant to their publication, and what they cover.

Do your research to find out who you should be targeting, and spend time understanding their publication. Reading what journalists are currently tracking and covering is a good starting point in building a media list. Remember, journalists who are already interested in the space you’re in are more likely to publish what you have to say.

Know what the media needs

Sure, your story is important to you, but is it newsworthy? The key to a well-written press release is not imbuing it with flowery language; it’s nailing down a compelling news angle and getting straight to the point. Journalists are often on the go just like you, so go with a punchy headline to grab the journalist’s attention, and keep it short and sweet.

Strike while the iron is hot

Sometimes, tying your announcement in with a timely moment can help give it an extra boost through that connection. If you’re launching a new product, do a bit of research to find out if there are any upcoming events, occasions or even trending topics that are relevant to your product. Use a recent trending topic that is linked directly to features of your business or business model. For instance, McDonalds struck gold with their nasi lemak-inspired burger by launching it ahead of Singapore’s 50th National Service anniversary. A clever spin on a classic dish, the burger was a massive hit thanks to its local appeal and opportune release date. Connecting the two can enable you to tap on that trending issue.

Communicate your expertise

Even as a small business owner, you are still an authority in your field. Communicate that expertise by positioning yourself as an expert in the industry, and build yourself up as a thought leader with a story to tell the media. There’s always a story to tell, you’ve just got to find the right angle to communicate it. The key here is to step out of living and breathing your product. Showing thought leadership requires you to go beyond just how amazing your product is. You will have to demonstrate your understanding on the issues faced by your target audience and how you can solve them.

Make it visual

In today’s multiscreen world, people respond well to visuals. If you’re pitching a story involving data and numbers, putting them into one neat infographic can bring your story to life. You will be surprised at how much a good image can enhance your press release or media kit. It is definitely worth the investment to have a professional come in to take pictures of your products and spokespeople.

Getting your brand off the ground when you’re running a lean operation may be a daunting task, but when done right, an effective PR campaign tailored to the needs of your small business can do wonders – even with limited resources.

Need a helping hand on getting your brand and voice out there? Reach out to hello@mutant.com.sg

4 PR Takeaways from the Winter Olympics 2018

The frozen mountains of South Korea have seen much action over the last two weeks, as Olympians brave the freezing temperatures and unforgiving landscapes to bring glory to their countries. As the 2018 Winter Olympics draws to a close, here’s a few PR lessons to consider:

Relatability is key

Brands should take a page out of teen virtuoso Chloe Kim’s book- even in the middle of competition, the Olympic gold medalist shamelessly tweeted about her dog, being “hangry” and her eyeliner. Her sincere and heartfelt posts won over netizens, making her one of the most popular athletes in the 2018 Winter Olympics.

While we don’t suggest that your brand blog about everything under the sun, it is necessary to speak the language of consumers. Chloe Kim became everyone’s best friend almost overnight because she came across as a regular teenage girl to her peers despite being an accomplished athlete. Similarly, your brand should engage with your target audience in a way that feels authentic, relatable and honest. Speak the language of your consumers, and encourage two-way dialogue wherever possible.

Switch things up

Historically, figure skating costumes have been always been gendered. This year, Hungary’s Ivett Toth, France’s Maé-Bérénice Méité and Latvia’s Diana Nikitina were amongst the few women skaters who challenged status quo by ditching the usual skirts and dresses in favour of embellished bodysuits. Ivett Toth’s leather-and-AC/DC routine made her an instant internet sensation.

Similarly, the PR industry has undergone massive changes in the past century. Digital disruption and the emergence of a new generation that perpetually lives online presents a new set of challenges to brands. To keep things fresh and interesting, your business must come up with unexplored ways of reaching out to potential consumers. Amp up your communication game by daring to go where your competitors have not ventured before — and, your customers are bound to sit up and take notice of you.

When the spotlight is on you, shine

For two weeks, South Korea had the world’s undivided attention as top political leaders, elite athletes, tourists and journalists congregated in PyeongChang to experience the 2018 Winter Olympics. While South Korea has consistently engaged in a display of “soft power”, courting the international community with entertainment and technology, the last few years have been focused on their diplomatic squabbles with neighbour North Korea. The success of the Winter Olympics will not only bring long-term economic prosperity to South Korea, but will also give the country a chance to shift its narrative from disgruntled neighbour and producer of K-Pop to an influential player in the international community.

If your business is thrust into the limelight, even unexpectedly- do not shy away from the opportunity to take control of your narrative and create goodwill. Embrace the attention and use it as a springboard to propel your brand to the forefront of your consumers minds’.

Don’t talk unless you have your facts in place

Recovering from a massive “foot-in-the-mouth” moment is much harder in the age of technology and social media and is likely to set you back by a few millions in damage control. American Broadcasting Network NBC is still reeling from their coverage of the Winter Olympics, where a supposed “expert” on Asia made insensitive remarks about the Japanese occupation of Korea. After angry netizens swooped in, NBC was forced to fire the commentator, apologised to the organising committee and read their apology on-air.

The internet has the memory of an elephant and little mistakes can be blown out of proportion. A single gaffe could cost you heavily, which is why it is wiser to subject public statements to several rounds of editing before they are sent out. An embarrassing typo or a glaring factual error could end up as internet fodder, propelling your brand to infamy if you aren’t careful enough.

Want to speak more about your PR campaign or media training? Drop a note at hello@mutant.com.sg

How to eliminate jargon when addressing the media

Overheard while walking the halls of large technology company – “The new feature is built around ephemerality, and we are in-roading programmatic integration”

If that sentence made you slightly queasy, you are not alone. Technology rushes forward and language can sometimes barely keep up. To compensate, many of us resort to linguistic shorthand – acronyms, technical jargon, or even brand new invented words.

That’s all well and good when discussing internally – but eventually we need to shout about our products from the hills. And screaming – “IT’S AN INTEGRATED HOLISTIC PLATFORM THAT ENABLES THE AUTOMATION AND DIGITISATION OF INFORMATION THROUGH SELF-LEARNING ALGORITHMS!” – is not an inspiring war cry.

So here are a few tips when we need to talk about new things.

Articulate the value you’re giving to customers

My favourite quality in a spokesperson is passion and pure excitement about innovation. They are usually experts in their fields, and sometimes the brains behind breakthroughs. But sometimes, they get too excited about the process, they forget to talk about the results. In building a narrative, start with the customer. What problems are they facing or why would they like your product? Instead of talking about nuts and bolts of self-learning algorithms, talk about what that could mean in terms of cost-savings and efficiencies.

Use Analogies, but avoid cliches

One of the most elegant ways that Open Source coding was explained to me through this analogy.

“Imagine buying Car A – you can drive it, but no one is allowed to look under the hood. If anything goes wrong, you’d only be able to take it back to the manufacturer’s garage. The manufacturer’s mechanics would be the only people to work on the engine. That’s Closed Source coding. Now imagine buying Car B – you can drive it, and anyone can look under the hood this time. Any licensed mechanic would also be able to look at the engine – and in fact compare your engine to other newer engines and make modifications. That’s Open Source coding.”

While one could nit-pick the technicality of the analogy, this is still a good primer for a non-technical person to understand something new. With the consumerisation of technology and more IT decisions being made by non-IT professionals, the ability to convert technical concepts to plain speak is becoming more essential.

Graphics are worth a thousand words

While analogies are great, sometimes words hit a barrier when it comes to explaining things – especially for very abstract concepts. You could always try multiple analogies, or pouring more words in, but sometimes a much more effective solution is the deployment of visuals to clarify things.

I highly recommend this YouTube channel – Kurzgesagt – In a Nutshell. It’s a great example of how effective visuals can help explain difficult concepts, like Universal Incomes or the science behind GMO foods. And of course, statics graphics can work just as well.

Ultimately, the trick is to start with your customers. What do they know and understand? What touchpoint would they relate to? Once you meet them on their side of the bridge with something they understand, that’s when you can guide them along your narrative journey.

Need help with your PR strategy? Drop us a message at hello@mutant.com.sg

3 Tips to go from media shy to media savvy

The acronym ‘CEO’ will likely conjure images of fearless leaders in command of their businesses and their people, natural-born spokespeople inspiring those in the business as well as those looking on.

The reality, however, is that many CEOs may often be introverts shying away from external exposure and the prying eyes of the media. Apple’s CEO Tim Cook, for example, is not only one of the most powerful leaders in the world, but he’s also amongst the most publicity-shy ones.

Staying out of the spotlight, however, will likely do more harm than good. Research shows that an accessible CEO makes a brand more authentic.

Public relations professionals must do more than just convince their CEOs, they must support their leaders in a way that makes the process as painless as possible as well as ensure their CEO will be the custodian for the organisation’s image and reputation.

To help prepare any business leader, here are our top tips to guide the media-shy through the interview process:

Media Training is key

Critical for any CEO or spokesperson, media training is a programme aimed at creating a strong foundation of interviewing knowledge from structuring responses to question redirection. A good media training programme will allow for the media-shy CEO to get a feel of what it’s like to be in front of a reporter and face difficult unexpected questions in a controlled environment.

Media training is not a magic bullet, practice makes perfect, meaning that training sessions should be carried out on a frequent basis to keep the spokesperson’s confidence up. Further, carrying out frequent impromptu mock interviews covering the latest trending topics as well as difficult probing questions around the business can provide the crucial experience that a media shy CEO must be exposed to before sitting down with media.

Practice, practice, practice!

When the time comes for an interview, preparation is key. Naturally, a comprehensive briefing document covering the topics, questions, key messages, interviewer and media profile is a no-brainer. It is vital to sit down with the CEO prior to the interview to gauge their familiarity with the subject of the interview. Working hand-in-hand to craft a narrative and key messages with additional research would help spokespeople feel at ease.

Preparation for the media shy CEO should extend further, emulating the scenario by adopting the questions, duration and style of the interviewer to give the CEO a better idea of what to expect.

Don’t underestimate media relations

Often the most overlooked aspect, and one usually undertaken solely by the public relations professional, is for the business leader to play a first hand role in building relationships with the media.

Building relationships through no-agenda coffees, get-togethers and networking events will allow the CEO to get used to being around media, and most importantly, dispel the myth that journalists are ‘out to get you’. By building these relationships, when the time comes, the CEO will likely be able to sit down for an interview with someone familiar.

So there you have it, our top tips on how to prepare your media shy CEO to face the media world and not only be more comfortable, but also be in a position to represent the organisation in a way that will grow its reputation and standing in the business landscape.

Drop us a message at hello@mutant.com.sg to talk to us more about media training.

How to get your brand heard in a new market

Venturing into new markets with your brand may be a daunting task. If it’s done wrongly, you could sink vast amounts of financial capital. Succeeding with a market entry, your brand could acquire new revenue streams and new customers at the same time.

So, what are the things you need to keep in mind when preparing to enter a new market?

Understand your market

Do your research. Never assume that you know what your target audience wants. You need to have the facts and research to back it up. Take a close look at the market and find out what the most pressing needs, issues and desires of your target audience are. It will help you to position yourself as the answer they’re looking for.
Where do they get their information from? There’s a plethora of platforms for content consumption – both online and offline. But how will you actually reach them – through blogs, newsletter subscriptions, newspapers or social media? Focusing your efforts on the appropriate channels will ensure that you get the most mileage out of your resources.
Tailor your content. Something that works in China may not necessarily see the same success in Singapore – or vice versa. Localising content helps to shape your messages in a way that your customers can relate to.

Know your competition

Make a competitive analysis. Walking into a new market it’s important to identify the factors contributing to the success and failure of existing brands. What has the market leader done so well that elevates them to their current position? Why can’t other brands find their footing? Learn about the methods your competitors use and find out which they are not using.
Differentiate your brand. At the same time, there is also great value in making sure your brand stands out. But what are you offering the market that differentiates you from others? Moving into a new market and immediately trying to compete with everyone else in the industry is not a task to be taken lightly. Carve out your own niche and communicate it to your target audience. Operating in a specific niche will reduce the number of direct competitors your brand has to manage.

Have an eye on the market

Spot trends. Depending on what industry you are in, markets tend to move fast today. Trends are insightful and a powerful source of information. Keeping up-to-date with the latest trends allows you to understand the current interests and wants of consumers, which will help you to capture the attention of broader audiences.
Network the industry. Smart business leaders know to always be on the lookout for emerging trends and be prepared for what comes next, so they won’t be left behind. However, not all trends start online. Get a feel for the industry by attending networking events in your field.

Look for media opportunities

Owned media. Build a communication strategy for your brand. Make sure you are consistent in what you say and how you describe your brand. Using your own media channels, such as your company blog, social media or thought-leadership pieces on LinkedIn, are an easy way to spread the word. Just make sure that you are on brand.
Earned media. Earned media is often the aim of a brand’s PR and social media efforts, including media coverage, social media posts, reviews, and blog mentions. As the average consumer is bombarded with countless advertisements daily, earned media is one way to stand out from the masses.

The following questions will help you when looking for brand-appropriate earned media opportunities:

Is there something unique about your organisation that might interest local, national, or trade-related news outlets?
Do you have existing customers who are possible brand advocates?
Are they willing to tell the world why they’ve had a fantastic experience with your brand?

Why is earned media so effective? It’s simple – customers trust the opinions and experiences of other customers more than any other source available. The road to success may be a bumpy one, but take these tips into account to smoothen your journey as much as possible.

Trying to break into a new market? Drop a message to hello@mutant.com.sg

How to master the art of following up with journalists

As a rule of thumb: if a journalist is interested in your story, he or she will likely respond immediately. So, if you haven’t heard back it’s probably because your pitch note didn’t make the cut.

Having said that, it’s also important to remember that reporters are a notoriously busy lot and often don’t have the time to read every email they receive. So, how do you catch their attention?

Following up after sending a press release or pitch note can feel a little awkward, but it’s a necessary part of the job – and if done right can help to make your placement happen. Here are some tips to do it in a tactful and non-intrusive manner:

Say something original

A journalist may have inadvertently deleted your email or simply chosen to ignore it – either way it is important that your follow up focus on conveying information that wasn’t in the original pitch. Read the reporter’s last few articles to see what he or she is currently tracking and then relate the information in the press release to relevant and related trends.

Know your client

Pitching is one thing, but answering questions from journalists as they decide whether or not your client is worth covering is another. You’ve got to know your client inside-out. The details that matter may vary depending on the publication you’re speaking to, but keeping tabs on your client’s business model, revenue (if that’s public), growth and leadership team will help you and your pitch stand out.

Personalise your pitch

Lack of personalisation is one the biggest reasons pitches get declined. For one, it shows you haven’t done your homework, but more importantly it’s downright rude. Journalists receive dozens of emails a day – so make their lives easier by sharing stories that are relevant to their sectors. Take the time to get to know journalists, the beats they cover, and the stories they track.

Don’t make multiple calls

While twiddling your thumbs waiting for a response, resist the urge to make multiple phone calls, spam reporters’ inboxes, or worse, reach them on social media. Instead, let some time pass (ideally 2-3 days) – and then call them on the phone to present your case and determine their interest in the opportunity.

Pick a good time

Research shows that journalists prefer to be pitched to between 9 am and 11 am because that’s the best time for them to figure out what they’re going to write that day and present it at editor meetings, which typically happen after 11 am. And remember, you’re not the only one under pressure to deliver a story!

Looking for some inspiration for your next pitch? Drop a message to hello@mutant.com.sg

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How to Millennial-Proof your Content Marketing

Millennials are often described as confident, liberal, lazy and even indecisive. But, now more than ever, this generation of 18-34-year-olds is recognised for their spending power, which is predicted to reach about $1.4 trillion annually in 2020. No surprise then that every brand wants to catch this generation. But getting and holding their attention is no small feat – especially when it comes to online behaviour. Millennials react differently to trigger points because of the overwhelming presence of technology in their lives (think Snapchat and Instagram). It also makes them the most informed generation!

Effective content marketing starts with a great storyline, so in order to connect with this generation, you need to find a story to tell. So how does one intrigue this bunch and hold their attention?

Here are five tactics that can help with your Millennial content marketing:

Don’t curate, create original content

Creating original content gives your brand unique value online. Initiate the conversation! Original content, in the form of an e-book, infographics or blogs, also works exceedingly well as a lead gen tool, especially to drive traffic to your landing page. Better still – Google loves original content especially if it’s useful and SEO (Search Engine Optimisation) friendly!

Optimise content for social

Social is the new SEO, driving the most significant traffic back to brands. Invest a chunk of your marketing budget in optimising content for social platforms. Short captioned videos need to grab their attention in the first ten seconds. Make sure you keep it crisp, as Millennials don’t wait around to watch long and boring videos!

Lean on data

Using data to analyse the performance of your content can give you an insight into what kind of content potentially turns readers into customers. Use tools like Google Adwords keyword planner to help find relevant keyword phrases that people search for. It will help you to come up with exciting and relevant blog ideas. Similarly, use Google Analytics to track and measure whether your content resonated with your audience and how it performed.

Stick to authenticity

Millennials can spot an ad from a million miles away. So keep your communications, advertisements, and content as authentic as possible. Share real, actionable tips, be transparent in sharing and keep adjectives to a minimum. Most importantly, know your authentic voice and use it effectively to connect. Don’t just market to them.

Make it Insta-worthy

Each piece of content should be designed with Millennials in mind. Feature items that are instantly shareable – both in real life and online. Do also partner with key social media influencers (who breed authenticity) to help spread your story. Brands should prioritise influencer campaigns when marketing to Millennials. They relate to the authenticity of influencer content and prefer the no frills, real, up close and personal nature of the medium the influencers use. When creating content for Millennials, keep in mind what they value as well as where and how they consume content.

Like what you’ve read? Drop a note at hello@mutant.com.sg for a customised content marketing plan for your brand!

How to combat fake news

There’s no news like fake news! While fake news has been around for a long time, the 2016 US presidential election showed the lightning speed at which it goes viral on social media. And brands aren’t spared either – the rise of malicious content and alternative news sites means that brands have to protect themselves, now more than ever. That’s exactly what a Washington DC pizzeria discovered when it fell victim to fake news reports that led a man to open fire in the restaurant following claims of it being a child-abuse ring.

For brands, combatting the menace of fake news means getting back to the basics of PR and developing a crisis communications plan. Here are some tips for brands to counter fake news effectively:

Stop feeding the trolls

If you’ve fallen prey to fake news, assuring people by making official press statements would only grant a short-term relief. Take this opportunity to turn a crisis around. Instead of replying to negative messages with negative response, focus on spreading positive news. Be diligent in your response, leaving no room for interpretation. Explain why the news is incorrect, state your brand’s position in that context, and distribute your content accordingly.

Don’t over react

Recognise the difference between fake news and sarcasm as some media outlets may take a contrarian view. Identifying this can be crucial and should be tacked with good humour as opposed to being defensive!

Make employees your brand advocates

In times of a communication breakdown, it is key to ensure every employee is equipped with the right message. To do this, everyone in the company should know what happened and where the truth lies. An employee may take to social media to express their own opinion about the firm, and if this opinion is ever based on fake news – a small spark is enough to start a fire.

Active monitoring and response

Implement robust monitoring for all social channels, sub-brands and key spokespeople. Get rid of auto-responses, instead respond proactively and in real-time. Moreover, investments in paid search and promotion on social media sites can go a long way to countering fake news. Have adequate skills and budget in place for paid planning and targeting.

Publish more often

Written content has the ability to combat a fake news story, alter a negative situation, and reinvent your brand in a positive light. Do not republish attacks. Instead, share positive content that counters fake news via owned, shared media channels and influencers including traditional media in the form of blogs and thought leadership.

Facing troubles tackling fake news? We can help! Reach us at hello@mutant.com.sg

5 PR tips to get you through the festive season

So, you’ve made it to December. You’re probably wondering where the last 11 months have gone, but hey ho, it’s now time to start looking ahead.

December is a month that is notoriously filled with back-to-back celebrations. From year-end parties to Christmas and New Year gatherings, it’s full on – but it’s also a time where some people (and businesses) slow down as they mentally prepare for the next year.

However, the media doesn’t stop. Newspapers and magazines are still being published, and TV news doesn’t take a holiday either. Journalists are always on the lookout for new stories and ideas – in fact, this slower time of year often means journos are keener than ever to be approached with thoughtful content. It’s basically a prime time to pitch!

Here are some PR tips to help arm you throughout the festive season and keep your business on track well into the New Year:

Pitch, pitch, pitch!

The worst thing you can do is go silent during this month. Instead, keep pitching and stay in touch with key journalists. Research what’s trending and create content pieces or use past ideas and share them with the media. Keep things fun, and where possible make it relevant to the festive season. Even if your story isn’t immediately picked up, the journalists have you on their radar for any future stories, and you can follow up come January with a fresh pitch.

Become a social butterfly

It is the party season after all! So get out there and spread those wings. Meet new people, attend industry events, parties and talks. Chances are you’ll bump into members of the media or like-minded people that may have an interest in your business. Have fun, but keep your PR radar on for any opportunities to spread the good word about your brand!

Keep connected

Yes, your usual media contacts may be away enjoying their holidays but there will be other writers and editors you can connect with. This will also help expand your PR network and database in general. Stay on top of your target publications and check out who’s writing stories that are relevant. If you’re not sure who’s holding the fort while your closest journalist contacts are away on holiday, pick up the phone and find out.

Stay socially active

Whatever your do, don’t forget to remain active on social media. Today’s consumers live and breathe social all year round, and this includes Christmastime. Whether you are manually posting on your company’s chosen platforms or using management and scheduling tools such as Hootsuite, make sure you have a strategy in place – even if you are on holiday. Staying active helps keep your brand top of mind and maintain the traction you’ve built up throughout the year. Download our social media content calendar template to help you map out your social plans across the next month and into the New Year.

Plan ahead

Given December is a quieter month, use this time to plan your PR calendar for the New Year. Map out your communications goals and get prepped for new announcements or launches which you know are happening in 2017. Create plans, make calendars and add in tentative timelines to stay on track with execution, ensuring you start the New Year off with a bang!

So what are you waiting for? If you need advice on how to use the festive period to your advantage, get in touch with us at hello@mutant.com.sg.

What Trump’s victory can teach us about today’s media

His quaff has been compared to everything from salmon nigiri to the silky tassel on the tip of corn on the cob.

His triumph as President Elect has confused everyone from his own supporters to my grandma.

He’s… *sigh*. He needs no introduction.

The US Presidential Election results had us squirming and swivelling in our office chairs all year. Not because of our respective political views, but because we’re in the business of communications. As specialists in the marketing and PR field, we were just cringing about how fast his controversial messages moved with the right format. Sadly, in the days of partisan Facebook groups, memes, and Twitter, false messages can go viral quickly.

What can we learn from this? Is there a silver lining to this mayhem? Whatever your position on Trump’s politics and message, his win says a lot about the type of content that travels. The shorter, the better. The more conviction, the more viral.

We could have written a Mutant blog about what NOT to do according to the 2016 Presidential Election, but we want to keep it light (and we weren’t sure if WordPress could support 5000-page manifestos, TBH.) So, while the first debate taught us how to live tweet, here are some brand messaging lessons we learned from the Trump win:

1. Sound bites make the news

“I’m gonna build a wall.”

“It’s freezing and snowing in New York – we need global warming!”

Sure, it’s a whole lot of crazy, but these words received media coverage – not just because they were outrageous, but because they were short and said with conviction. It’s not uncommon for politicians to drag on about unpopular policies, but people just tune out. In Trump’s case, his short, syndicated quotes travelled fast. In any news event, journalists literally sit through press events waiting to pick up on a soundbite that will draw in viewers or clicks.

Trump was at goldmine for these. The Cheezel-hued President Elect received a ton of free media coverage because his messages were easy to digest by mass media.

Ensure your own (less crazy) company message is short and concise. For example, when telling people what your business believes in, say it with conviction, and make it easy to digest and repeat to others.

2. The general public is THROUGH with jargon

One of the reasons some citizens don’t vote is because politics can be confusing. The dialogue is full of inconsistencies, and it can be hard to follow if you’re not regularly tuning in. Trump wanted to appeal to the general public and the working class, so he avoiding talking too much about policy and spoke to the people about their everyday problems.

You’ll easily be able to see some parallels between politics and business. Both are important for mobilising people; they’re hard to understand unless you’re in the industry, and both topics can be dryer than Donald’s throat during Debate #3. Here is how he explained his stance on illegal immigration:

“I will build a great wall – and nobody builds walls better than me, believe me – and I’ll build them very inexpensively. I will build a great, great wall on our southern border. Mark my words.”

Ok, ok, it sounds like it came from a children’s story book. Be simple, but still sound smart.

By using soft, simple terminology that anybody can understand, not only will your message be loud and clear, but it will be easier to spread. Start with the need of your audience, before you start to sell your product. If you’re a tech company, for example, talk first about what need you’re appealing to, then talk through the product.

3. Branded content trumps traditional advertisements

Trump became a walking billboard for his campaign. In fact, he has allegedly spent only a fraction of what Hillary had on ads. He is a walking content strategy, so much that the camera follows him, not the other way around.

To maintain this level of consistency, company leaders need to always be preaching their values and conveying them in everything they do. To C-Suite leaders, whether you are writing a blog, speaking at an event, or speaking on television, be consistent and stick to four or five core values. You know you will have succeeded when you people are unable to differentiate you from your brand and values. For some, Trump is a symbol for change; for others he is an unpeeled, boiled sweet potato headed for Office – but his message has been consistent. It’s just his audience that varies.

There you have it. The Donald’s message is what it is, and there’s not a lot we can do but learn from it.

Need help with getting noticed in the media? Write us at hello@mutant.com.sg.

Image credit: marieclaire.co.uk

The battle of the brands: Does controversy work?

In an incredibly dense and competitive marketplace, it’s becoming increasingly hard for brands to really stand out and make an impact. Brands now have to constantly think up of innovative strategies to captivate their audience.

Even if a brand has done everything right, it sometimes just isn’t enough to get great traction. And when all options have been exhausted, controversy may be roped in as a last-ditch attempt to scramble for some buzz.

Granted, some brands like United Colors of Benetton have been controversial from day one. But others like Adidas and Dunkin Donuts have learned the hard way through intense negative public backlash.

So, does controversy actually help or hurt brands?

The positive:

It can help start important conversations.

Global fashion brand, United Colors of Benetton faced criticism for their 2012 “Unhate” campaign. The ads featured world leaders (on opposing sides of religious, political, racial and cultural spectrums) in a lip-lock. An initiative by Benetton, the Unhate campaign’s main aim was to ‘fight against hate and discrimination in all its forms’.

Though it was slammed by the Vatican, the series of ads went on to win the Press Grand Prix at the Cannes Ad Festival, a prestigious award in the advertising industry. It was lauded by press jurors that the ad ‘has heart impact’ and promotes ‘a global debate’.

The ad itself is the epitome of controversy, but what made this a win for Benetton is the effect it had on viewers. The message behind it is something that cannot be ignored.

The negative:

It can seriously hurt the brand

Adidas came under fire shortly after the announcement of a new pair of Jeremy Scott designed sneakers, the ‘JS Roundhouse Mids’. The sneakers featured a pair of orange plastic shackles, which many fans picked up as ‘offensive’ and ‘ignorant’ because of similarities to shackles worn by slaves in the 19th Century.

Though Jeremy Scott claimed it had nothing to do with the alleged atrocity, Adidas cancelled the release of the shoe, apologising if anyone had been offended by the design.

Adidas may have received great sales from Scott’s outlandish designs in the past, but it just goes to show brands should always do prior research before releasing anything to the public.

When it comes to controversy, the pros and cons must be weighed out before any action is taken. Some brands may perform better with more controversy, but for others, it just doesn’t work out. If a brand’s values don’t align with the consumer, it’s going to get increasingly hard for people to identify with the brand in the long run.

Controversy can be a great exercise for brand building, but it can also hurt and bring about unwanted attention and perceptions which are always tough to change. Play carefully.

If you want to create some hype around your brand, we can help you. Get in touch with us at hello@mutant.com.sg.

5 myths about Public Relations

Working in public relations (PR) has it’s fair share of benefits – cool product launches, exclusive parties, and getting to meet some great leaders and innovators – but the profession has been somewhat glamourised by a few Hollywood films.

Fact: It’s unlikely you will lead a life like Samantha Jones

Don’t get us wrong, life in the PR fast lane can be glitzy, but behind the scenes there’s a lot of hard work, research and pressure for results. Let us bust a few of those common PR myths.

MYTH 1: PR is just press releases
“Why are we paying you so much to just sent out a couple pages to media?”

Reality: PR does not stand for press release. Public relations is about building long-term relationships with the media and the members of the public through a defined strategy and campaign. Anyone can send out one press release – but what you’re paying for is experience, relationships, strategic insight, networks and expert advice and account management to portray yourself and your business or product in exactly the right light. If you’re doing this across multiple countries, it’s even more work. Don’t underestimate how much work goes into getting your name out there.

MYTH 2: PR is easy
“Anyone could do it.”

Reality: Yes, well, you could try but you won’t necessarily succeed. Good PR takes time and a lot of research. You need to constantly be in the know about what journalists are writing and which topics certain journalists cover, and how to pitch your story in a way that will capture their attention. If you don’t do this right, you risk embarrassing yourself and your brand, offending a journalist, and losing the game before you even begin. PR is not just parties and fun – there is real work that goes on to get the right coverage with the right results.

MYTH 3: Public relations will make me an overnight sensation
“Following this press release, I’m gonna be a millionaire overnight.”

Reality: While you will definitely see an uptick in sales, sales or website traffic, understand that PR is about long-term engagement. A strong public relations and marketing strategy will undoubtedly help grow your revenue and help make you successful, but it doesn’t happen overnight. Building brand awareness, trust and credibility is a slow and steady burn that needs to be managed well.

MYTH 4: Only large public relations companies can do the job
“They will have the resources and staff to handle my needs”

Reality: Big agencies are obviously good at what they do, but depending on your needs and your brand, a smaller, more nimble agency can become your ideal partner. And it’s not just because it saves you money – it’s a combination of less bureaucracy, being quicker to adapt, and the ability to have more senior managers on your account. Bigger doesn’t necessarily mean better.

MYTH 5: My business is doing well, so public relations has no value
“Only bad products and images need PR.”

Reality: PR has more value than you think, even if things are going well. It’s not true that PR is only necessary from a crisis point of view, when things are going wrong, or when you want to change an audience’s perception. That can be part of the role, but more often that not, PR is about letting your customers know about all the great things you’re doing. Customers today are savvy – they know the deal. They turn to the Internet for credible write-ups and reviews of a product or service before they decide to purchase – and this is something your advertising dollars alone can’t buy.

So there you have it! There is a lot more to PR than meets the eye.

If you need help in spreading your brand message, drop us a line at hello@mutant.com.sg.

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