Missing The Message: Apple Not-So-Genius Ads

When I first saw the advertising campaign rolled out by Apple for the Olympics, my stomach dropped. It was one of the biggest advertising missteps since the Tropicana Orange Juice rebranding blunder.

There were two schools of thought behind the advertisements and no champions. Either the campaign intent seemed to be an attempt to reach a broader group of consumers who are older and less tech savvy or the agency that created the ads was also thinking of the past.

They wanted to harken back to the "Get a Mac" campaign created by ad agency TBWA Media Arts Lab. On that measure, they failed too. The old "Get A Mac" campaign ads were from a different era when Apple was the underdog.

The "Get A Mac" ads also represent some of the best comparison spots in history, hard hitting but not so hard that anyone thought they were mean. The characters cast immediately disarmed any negative impressions. Other than using a person, the new campaign bears no resemblance to it.

The Apple Genius ads represent everything the company never intended.

In total, the new ad campaign consisted of a series of three spots, each focusing on the Apple Genius as a character. If you haven't seen them, I'm including one. I couldn't bring myself to share all three.



There are several reasons the ads don't work, but let's highlight the five most obvious.

1. Apple has had a tradition of showing people what's possible without any help. These advertisements turn the tables 360 degrees and tell everyone that you can't do anything on your own.

2. Apple has had a tradition of making its commercials about the customer. These advertisements are clearly about how smart Apple can be.

3. Apple has had a tradition of celebrating the product without being presumptuous; its genius is matter of fact. These advertisements sell something that doesn't really come in the box.

4. Apple always had a knack for creating a clean but edgy brand atmosphere right down to the people in its brick and mortar stores. The person cast doesn't look like any Apple Genius who helped me.

5. Apple has had a tradition of simplifying the message so it conveys one single point. This one rattles off various software and features that the only message is how much you have to buy. Nothing sticks.

It makes me wonder. Did the fine folks who worked at the agency responsible ever see this video?


If they never did, I hope Apple takes heart and makes it mandatory for anyone who wins a creative bid again. At a time when consumers are still saddened by the loss of Steve Jobs and feel uncertain about the company's direction, developing an advertising campaign that marks an end of era just reminds us.

Yes, these advertisements were something different, but not in the way Apple defined it. Broadening the base with low brow advertising isn't the answer. It's about putting possibility in the hands of everybody. You know, like ping playlists, which were still broken when I wrote this piece.

Being Empathetic: Objectivity In Communication

One of the most difficult lessons in public relations and communication is one that journalists used to take pride in having mastered. The lesson revolves around objectivity. It's not even what you think.

To me, the formalization of objective journalism was the cornerstone of establishing journalism as a legitimate profession. Prior to the hard work of Walter Lippmann to emphasize a journalist's role as an objective mediator or translator, journalism often had more similarity to propaganda than news.

Since then, objective journalism has taken its fair share of hits. Some people doubt the ability of human beings to be objective when faced with issues that run contrary to their personal views. Others view being objective as somehow less than human, merely applying intellect over emotion.

In some cases, journalists have at times proven this to be true, positioning themselves as the ultimate observers, unwilling to interfere with the world around them, even in the face of atrocity. In other cases, journalists have proven themselves to have hidden agendas despite an air of being objective. But \elevating such examples of human frailty does not constitute evidence that people cannot continue to strive for something better. And I believe we can do better. As communicators, we have to.

In fact, even as journalists have become more lax in being objective, public relations professionals and communicators are regularly called upon to apply it, given that their role requires they represent both organizational and public interest. And because this is the role, it makes the Chick-fil-A controversy one of the most important of our times as it underscores that there is not always one public to serve.

The issue we face is bigger than Chick-fil-A and it's not one issue. 

As a living case study, which means I intend to explore several topics directly related to and indirectly related to Chick-fil-A, I was largely undecided on which topic I wanted to tackle next. In fact, it wasn't until Saturday, after reading the comment left by a former student, that I made the decision. In order to consider the nuances of this case study, I have to write about the elephant in the room first.

The elephant isn't same-sex marriage. The elephant is our eroding ability to tackle tough issues as a nation with objectivity, empathy, and compassion. The fact that there is controversy over same-sex marriage is merely a symptom. There are dozens of issues that mirror this one, with the public being tricked into picking sides under the pretense that "unless you are with us, you are against us."

Applying objectivity and empathy to an emotionally charged topic. 

An objective view might be that the definition of marriage is not a political or state issue. It is a religious issue, with different religions observing different definitions. In other words, it may not be up to the state to define marriage or force its definition into practice as much as it is to recognize the varied definitions of a secular union (or civil union when no other secular observances apply).

However, considering history as a guide in the United States, the objective view might be wrong. Reynolds v. United States is the closest we came to defining marriage with a unanimous 1878 Supreme Court decision based on the long-standing principle that "laws are made for the government of action, and while they cannot interfere with mere religious believe and opinions, they may with practices."

Or, maybe this Supreme Court decision was wrong too. I don't know. But therein lies the conundrum of any state being given jurisdiction over personal liberties. That said, same-sex marriage does not have an easy answer. It is a question that is bigger than itself.

Some of the smaller issues are pretty obvious.

• While it is apparently clear that it would have been prudent for CEO Dan Cathy to avoid the debate, he is free to hold the belief that marriage is defined as being between a man and a woman, provided he does not discriminate against those who do not share this view, given the 6-3 Supreme Court decision in Lawrence v. Texas in 2003, which reversed the 1986 Supreme Court decision in Bowers v. Hardwick.

• LGBT supporters are within their right to lobby for same-sex marriage, but it would probably serve some organizers to demonstrate empathy and realize that the motivation to define same-sex marriage is not always born out of fear or intolerance.

• Any elected officials who threatened or acted to bar Chick-fil-A based on Cathy's beliefs are wrong and only demonstrate an ineptitude for leadership and equally ignorant understanding of the U.S. Constitution. Their actions demonstrate a willfulness to exploit, incite, and limit free expression.

• Anyone who used Cathy's views to attack Christianity only showed their proclivity for ignorance and intolerance. Incidentally, Saint Augustine also saw a conflict with the definition of marriage in the Old Testament, but suggested the better example of a divine plan was plainly shown with the first union.

People sometimes make the mistake of believing that an unwillingness to promote an idea is the same thing as intolerance. Empathy doesn't require agreement or enthusiasm as much as understanding and acceptance. For public relations professionals and communicators, it starts with adhering to a code of ethics, which allows for the principles of free speech and calls for a sensitivity to cultural values.

Ergo, in this case, different people have different ideas, but the role of the communicator is best served by engaging in fair and balanced communication activities that foster and encourage mutual understanding. I'm not sure about you, but I have seen very little effort in this regard. And that's what I want to tackle.

Likewise, I called it a public relations nightmare (and not a publicity coup) because a short-term revenue spike is not the only measure of a successful communication plan. I think that will become more apparent as we work through Chick-fil-A as a living case study. As for me personally? Like the artwork (above) of my friend Ike Pigott communicates, I'd rather we all just get along.

Writing Tip: The 85 Percent For Comma Usage

Any time I teach a half-day session on Editing and Proofreading Your Work at the University of Nevada, Las Vegas, I have to balance importance against retention. In other words, I have to decide what students need to know and what they are likely to remember. English is hard for people to learn.

Well, that isn't exactly true. English is relatively easy to learn when compared to some other languages, depending on your native tongue. But English is also very hard to master because there are exceptions to everything. So, teachers learn to pick and choose.

Learn three rules to cover 85 percent of comma usage.

1. Commas link two independent clauses.

2. Commas denote introductory words or phrases and prepositional phrases.

3. Commas separate interruptions.

If you can master these three rules, then comma usage is manageable. It's just enough to move beyond simple sentences without drifting too far into more complex arrangements and all those exceptions.

Link independent clauses. Basically, independent clauses are the part of any sentence that can stand by itself. They contain a subject and predicate. There are many times in the English language when there is a good reason to link two independent clauses because it strengthens the relationship of what is being said and adds more insight and clarity. Given that examples sometimes make the best teachers:

• We washed the child, and then we cleaned up the mess she had made.

• We washed the child and then cleaned up the mess.

The first sentence has two independent clauses. The second does not. But you might notice that the first sentence reveals much more than the second. Specifically, we know that the child made a mess and made a mess of herself in the process. The second sentence leaves all of this up to interpretation.

Add clarity, emphasis, or meaning. While it's an oversimplification to call introductory words and phrases, prepositions, and clauses interruptions, it does help most writers with retention. Basically, anything additional to the sentence qualifies.

• Clearly, the English language has many exceptions.

• For more information, call our customer hotline.

While we could debate the need for "clearly" to be included in the first sentence, doing so can add an emphasis to the idea that the rest of the sentence is understood. (It can also be used to qualify a sentence as I did with the introductory word "basically.")

In sentence 2, I always use this example because so many public relations professionals forget to include a comma after the prepositional phrase "for more information." Prepositional phrases are generally used to complement a noun (or subject) and provide more information. In English, anything that comes after a preposition is part of the preposition. So when we need to identify that the preposition has ended, the best way to do it is with a comma. The exception is that you do not need a comma to separate a string of prepositional phrases because they may be included within the first one.

Separate interruptions. There are many reasons to add interruptions into text. Most of the time they either add clarity or sometimes provide some breathing room for author interjection. To do it effectively,  commas help denote the original meaning of the sentence whereas the interruption introduces something new to the sentence.

• We stayed in Vancouver, not Seattle, for our vacation.

This sentence includes an interruption to add clarity. Why would they need to? Imagine someone visited both Vancouver and Seattle on a trip. If the person is a U.S. citizen, there might be an assumption that they stayed in Seattle. The interruption negates the assumption with minimal means.

In class, I provide several more examples to help it stick. But for the purposes of this educational interruption, these examples suffice. It also provides a sampling of just how much can be packed into a 3-hour class. Commas take up 11 slides from an 82-slide deck just to cover 85 percent of the usage. My next editing and proofreading class at UNLV is slated for September.

Marketing In The Round: Gini Dietrich And Geoff Livingston

The best thing about Marketing In The Round by Gini Dietrich and Geoff Livingston is it offers up a litany of questions, ideas, and thumbnail case studies. The worst thing about it is that it doesn't always know what kind of book it wants to be or for whom it is intended.

So perhaps that's the best place to begin. Who could benefit from Marketing In The Round?

Small business owners. People who need a crash course in marketing, one with an emphasis on the changes taking place in the market today. While many small business owners will find the details to be overwhelming, the book provides enough insights and ideas to help them ask the right questions.

Middle management marketers. This isn't necessarily the stuff of senior management, but it does provide enough material for middle management to check their work. It could be useful in comparing some of the concepts and constructs that Dietrich and Livingston lay out and making adjustments.

Multi-discipline communicators. Given that the central theme is really about convergence, Marketing In The Round provides a Rosetta stone approach for future advertising, marketing, public relations, and social media professionals. Along with them, it can serve specialists who are finding more and more of their work is falling outside their specialty, whether they working in any of those fields I mentioned.

Those are the people who could most benefit, along with those who find themselves communication curious and don't mind a book that attempts to bridge the gap between anecdotal and textbook. It doesn't quite do the job at finding that elusive middle, but it's a good effort to move conversations about marketing, public relations, and social media into a more mature, professional, and educational discussion.

The three strongest aspects of the book revolve around big concepts. 

As the title suggests, this book is about forming a more integrated approach to marketing. The solution is feasible in that the authors suggest finding someone to champion the construct by drawing in one person from various communication departments to make it work.

Anyone who has worked on campaigns involving a partnership among several specialized firms knows how it will work (even if it sometimes produces mixed results depending the players). It's the right way, even if there isn't enough space dedicated to the plan pitch for bigger organizations.

The other construct introduced in the book is a marketing model based partly on The Book Of The Five Rings by Miyamoto Musashi. In this case, the analogy applies the five primary approaches of strategic engagement to marketing, allowing for top-down, direct, groundswell, and two flanks.

While it would be easy to quibble with the idea that advertising is a flank, the analogy isn't far off in providing a means to help various specialists to stop thinking about communication from their specialized perspectives. The goal here is to get everyone to the same table.

There is considerable strength in that Dietrich brings public relations experience to the table while Livingston has a background in marketing. There is some give and take here, rather than an attempt to pit one expertise over another. Also, they both have ample social media experience.

Because of this, they also decided to include some tactile tools into the mix: checklists, questionnaires, forms, and exercises to help move the book from a concept into something concrete. It will be appreciated, especially because the publisher has made them downloadable (negating the need to recreate the lists or scan the pages).

The weakest aspects of the book revolve around the superficial. 

The book is well-written from a technical aspect, but it's not reader friendly. The content pummels, making it impossible to read as a single serving. It's best read no more than one chapter at a sitting with time built in to reflect on how it applies.
Likewise, if you are hoping to bring the ideas into an organization or a classroom, you have to read it with a notebook nearby. While there is a reason why Marketing In The Round is organized like it is, you are precluded from starting any exercises early. For example, if you start writing out "smarter goals" at the end of chapter one, you will certainly rip them up by the time you reach chapter four.

This isn't the only way Marketing In The Round will make you work for it. The book does a great job introducing various thumbnail case studies that are always useful. However, it will require savvy communicators to search for additional resources for anyone not familiar with specific cases.

It's important, because you might draw different conclusions than the ones the authors have laid out. Sometimes they are needed and absent; other times they just feel forced. The Netflix case study is one example of the latter. It felt like affirmation mining — where the author wants to quickly prove a point and plugs in a case study as it fit, but neglecting all the blemishes and bruises that some with it.

All in all, those are relatively minor distractions. The only areas where I thought Dietrich and Livingston fell slightly short was in competitive analysis and measurement. While they succeed in delivering a solution, there just isn't enough content on these subjects. Specifically, there is a difference between knowing your competitors and providing a viable contrast, and benchmarking is always a good idea but it's only the tip of the measurement iceberg.

The net sum of all things related to Marketing In The Round. 

The kinds of people who I think would most benefit aside, Marketing In The Round is an excellent mining book, meaning that there is more here to mine than can be included within the confines of a single review. There is considerable content that can be extracted, adapted, and deployed for the classroom or an organization.

All in all, it makes you appreciate that Dietrich and Livingston wrote a textbook that could have benefited from the space that writing a Marcom textbook would have provided. This in itself is a refreshing change from the anecdotal waste that pretends to be work in the field — books that are best described as a big "business card" or professional "memoir." Instead, the authors of Marketing In The Round actually want to teach you something. You're likely to learn something too.

I received a copy of the book Marketing In The Round for the purposes of review. If you cannot tell, neither receiving a copy nor having prior contact with the authors had any influence. In fact, I am predisposed to review marketing and public relations books exceptionally hard, which is why most people are too afraid to send me marketing or business books for review. You might also like to know that prior to receiving a copy, I had already planned to write an unsolicited review of this book.

Becoming Political Punch: Chick-Fil-A

Several years ago, I was working as a strategic communication consultant for a pool builder and part of my job was to mediate mock media sessions. We had just finished a core message system and part of the consultation included helping them employ it.

Mock media sessions are sometimes purposefully designed to make people feel uncomfortable and elicit accidental or intentional reactions. The regional vice president being interviewed was doing surprisingly well, until I asked him a series of loaded questions, consisting of the softball set-up and rapid-fire take downs.

"What percentage of your employees are minorities?"

"The majority," he said.

"Yes, and what percentage are in upper management positions?"

The color quickly washed out of his face. He knew as well as I did that there was no easy answer. He could tell the truth, opening up a discussion about discrimination. He could lie and say he didn't know, painting himself as incompetent.

"Now, let's talk about how many of those minorities are African-Americans, specifically," I added, already knowing the answer. If I were a real reporter at the time, I could have done anything.

Dan Cathy was trapped into a public relations maelstrom of his own making.

When Dan Cathy, president and chief operating officer of Chick-fil-A, gave a speech at the University of Mobile, he set himself up to be duped after the event. Cathy, who was likely talking about dress codes and personal appearance at Chick-fil-A when he said "If a man's got an earring in his ear and applies to work at one of my restaurants, we won't even talk to him."

He might have used mohawks or face tattoos or devil horn implants or any number of lifestyle choices that don't always mesh with other lifestyle choices as an example, but he didn't. He asked the softball set-up question I might have asked in a mock media session, giving someone else the opportunity to hammer with a hardball follow up.

Would you hire gay people at your restaurant?

"It depends on the circumstances," he said. But he didn't convincingly explain that he meant circumstances based on appearance, history, and reputation (as the chain uses to hire heterosexual applicants).

Only July 16, he went further by continuing this conversation direction with the Baptist Press, saying his goal was to operate the chain "on Biblical principles." On its own, it would have been fine, but the foundation of a different context was already established. 

In fact, just to make sure it was understood what he meant, Cathy said that the company had taken a position against same-sex marriage. And that's how it goes. Executives without enough media training will dig their own holes if you let them.

I understand how and why it happens, but let's point out the obvious. Companies don't need to take a position on gay marriage. Even companies that have a Christian heritage don't need to pick a side. Companies are expected to be true to their mission statements.

"Be America's Best Quick-Service Restaurant." — Chick-fil-A mission statement

Color me crazy, but I don't see how taking a position against same-sex marriage makes chicken better. Naturally, the only answer is one the company is attempting to elevate now: "The Chick-fil-A culture and service tradition in our restaurants is to treat every person with honor, dignity and respect — regardless of their belief, race, creed, sexual orientation, or gender.

Unfortunately, it's too little too late. The debate has shifted. And while there are many ways to dissect the Chick-fil-A public relations nightmare, the most important observations have little to do with public relations and everything to do with a nation struggling to find its direction on a wildly politicized issue.

It's loaded with fear. It's loaded with emotion. It's best to stay far, far away from picking sides. Not many people can do it as successfully as Bill Marriott, especially because it's much harder today.

The tenets of separating personal/professional views are crumbling. 

From a strategic communication viewpoint, the communication mistake became a crisis as soon as some people decided there was something to win. You can say the same about any crisis today. When education surrenders to exploitation, the argument descends into diatribe. Everybody will lose.

The challenge for public relations professionals temporarily, if not permanently, is to manage the mixed messages they receive as it relates to the personal/professional rub up. While modern tenets are preaching there is plenty to gain by infusing your personal views into your professional life, few pros have the training or tools to do it right. Even if they do, someone might exploit their position. 

Chick-fil-A is a complex issue that warrants exploration as a living case study, with a little less politics and a lot more patience. At the moment, the public relations maelstrom is best described as out of control and the company is probably making a mistake to think it will go away. It might, but maybe not.

The real tragedy here is that it might have gone away, but some people on both sides of the argument want to to exploit this as a communication mistake and make it a symbol. Their actions (both sides) have consequences, even if neither side will have to suffer for it. Instead, those who suffer will be franchise owners and employees who want make a living and the customers who go there to eat chicken.

Much like I later advised the pool builder, companies have to avoid loaded questions and stick to the facts. The pool builder always promoted people based on experience and performance, without consideration of anything else. They hired the people the same way.

Making Media Relations Better: A Rock Star Primer

Public relations has plenty of problems. They're always easy to find. They tend to get plenty of publicity.

The reason they do is relatively easy to understand. Nightmares make for better news than best practices. Almost all negative events meet the criteria for news because they have an impact or conflict, doubly so when someone of prominence is involved. But that's not to say best practices don't exist.

The best practices of public relations plod along unseen. 

Having worked as a journalist, editor, and publisher, I've seen best practices on a regular basis. And one of the reasons they are best practices is that they are uneventful. It makes everything super smooth and much more manageable.

As some people know, I also have a side project called Liquid [Hip], which puts me in touch with designers, musicians, authors, publishers, and other talented individuals on a regular basis. Enough so that some days it's hard to keep up with the emails. I might even neglect the inbox for days or a week.

When I do have time to dig into it, I'm exposed to people at every level and every role. Sometimes the contact comes from an artist. Sometimes it comes from the agent, publisher, or label. And sometimes it comes from a public relations firm. And, for the most part, public relations firms do a great job. 

What does the best public relations firm do that few others do? 

It's simple. They know who we are. They know what we want. And when they think they have a match, they send it along as an introduction. We probably receive around 100 inquiries every week.

1. Recognition. The best practice starts with first contact. The email and salutation is always addressed to me or a specific reviewer. For those who have worked with us before, it alludes to some connection we share or builds on a growing relationship.

2. Immediacy. Immediately following the salutation, the pitch is condensed into a couple of paragraphs or embedded in a well-written release. It introduces the artist, genre, and why the firm thought it was a good fit. Sometimes they admit it's a guess. Sometimes they ask what we think.

3. Efficiency. Given it's a review site, they always include an embed a clip or link to the work. We have to see it or hear it to consider it for review, especially because we only review things that have some shade of cool (which is a higher standard than what we like).

4. Content. If the sample passes our standards, we review everything before making a commitment. The best practices always include a link to a dedicated one-page EPK with backgrounder, album tracks, social links, videos, and photos. Everything we might need is right there, except lyric sheets.

5. Preparation. Almost any time we decide to review something outside of self-discovery, we prefer to include an interview, email or otherwise. There is a wait. They know the artist's availability, tell us up front, and manage the questions (which take more time to write than the review).

6. Patience. Once the questions are answered to our specifications (e.g., we don't accept "band" answers), there's no need for the firm to follow up. Most know that we'll either tell them when the story is slated as soon as we know or, in a worst case, send them a link once it is published.

7. Promotion. Most firms know we promote our own reviews across social networks where we've established a presence. But beyond that, reviews provide them an opportunity to promote the artist and gives the artist an opportunity to promote themselves. It keeps their social streams fresh, opens up conversation, and gives them an opportunity to engage us too. 

8. Detailed. The best practices also consider small details. For example, the best photo selections almost always include vertical and horizontal shots (staged, casual, and live). It's not only important for our purposes, but sometimes one interview set might be used to write for another publication with different specifications.

When the process is this smooth, it might not be news but it does make us more likely to consider the next submission. And for those who don't — including us on a blind pitch lists, sending everything but the kitchen sink, or having us send interview questions that are ignored — they slip by unnoticed next time. There is too much good material to cover than waste time. And, if we're on the fence, any past experience could tip the scale one way or the other.

I don't mean that in any spiteful way. It's as straightforward as math. We receive 300-400 inquiries a month. We have space for 20-plus reviews. Of those, 2-6 are picked from a pitch. Do it right.