One of the biggest pitfalls of being a publicist and marketing communications professional is not putting yourself in the shoes of editors. It’s easy to simply share a client’s announcement with media without thinking through what the real story behind it is, and hope that you’ll get a bite. As communications professionals, it’s our job to think one step ahead and be the champions of the message we’re sharing.
Remember the “Miracle on Ice” by the U.S. hockey team against the Soviet Union in the 1980 Olympics?
How about the Jamaican bobsled team making its first Olympics and becoming a crowd favorite in the 1988 Olympics (and later memorialized in the film Cool Runnings)?
What about Tara Lipinski winning her gold medal in figure skating in the 1998 Olympics when she was only 15 years old?
These are just a few of the many iconic moments in Winter Olympic history. Starting this week, athletes from around the world are hoping to create iconic moments of their own in the 2018 PyeongChang Olympics.
Meanwhile, brands across a wide range of industries are hoping to make their own mark during the Olympics with unique and impactful marketing campaigns.
If you're in business long enough, you'll almost certainly go through a PR crisis — it's a simple fact. Businesses, after all, are run by humans, and humans aren't infallible. Big or small — something is going to happen that looks worse than you'd like.