Deep Down, Are We Pretty Shallow? Lessons Learned from the Susan Boyle phenomenon — or not…

BACKGROUND

Susan Boyle might put me out of a job – and I couldn’t be more delighted.

In case you were in a coma, Susan Boyle is an unprepossessing Scottish woman with a voice so beautiful it will literally make you weep — and she’s become the biggest thing since sliced bread via YouTube over the past five days. Her glorious performance of  the tremendously challenging ballad “I Dreamed a Dream” from Les Miserables on an episode of  Britain’s Got Talent has amassed nearly 13 million hits.

Back the 21st Century P.T. (that’s Pre-Twitter), it would have been the job of a professional communicator, likely of the publicist variety, to hype this woman — to remake her as a more suitable brand by spiffing up her image and promoting her to any and all media outlets.

Instead, one of the things remarkably talented woman has demonstrated — again– the power of social media and how effective the public itself can be in terms of calling attention to something or someone in whom they are interested. Instead via YouTube as well as discussion on Facebook, Twittter and FriendFeed, the woman has – via viral marketing that she herself did not set into motion – become a superstar.

Heck, she’s even generating press for Demi Moore and Ashton Kutcher because they tweeted about HER performance.

WHY IS THIS HAPPENING?

What it is about her that appeals is that she is (or at least seems) genuine. In this era of people who are Photoshopped and Botoxed to the point of near waxworkdom, this woman looks like an honest-to-goodness 47 -year-old lady. So strong is the expectation that our female talents now must be young, size two lovelies that one wonders if Janis Joplin– an off-kilter beauty with a killer voice — would be able to have a career today.

WHAT DOES IT ALL MEAN?

Perhaps the scariest thing of all is that she has revealed the ugliness in our society’s current attitudes about beauty and talent. Screen goddess Ava Gardner once joked “Deep down, I’m pretty shallow” – what a pity that this may have been revealed as the current dominant mindset for humanity.

Watching the audience’s initial mocking reaction to her demonstrates that. And it makes her victory all the more powerful in this era of narcissistic twit(terer)s.

And it makes me particularly worried about the world my daughter will inherit -  if the response of MTV’s bloggers can be taken as typical- that they could react to her talent in the following callow manner:

It wasn’t until this morning that I got wind of the Susan Boyle craze. Along with the rest of you cynics out there, I have to admit that I was too quick to judge and giggle before she opened her mouth. Not to follow the crowd, but she seriously gave me goose bumps and watery eyes. (I discovered that closing your eyes to her bushy brows and just allowing yourself to hear her voice is the trick.)Her talent is undeniable, regardless of her cat collection and homely frock.

Perhaps there is a future in public relations: Teaching narrow-minded narcissists how to relate as people. Perhaps?

Maple Leaf Foods and Crisis Management

Eating is one of life’s pleasures — or it’s supposed to be. But increasingly it seems to be riskier than skydiving or practicing street luge in the hills of San Fran.

Earlier this year there was the nation-wide salmonella scare in the United States that sickened hundreds. Tomatoes were labeled the culprits but there was later speculation that it was jalapenos or possibly cilantro.

And now, in Canada, there are six confirmed deaths due to listeriosis from contaminated cured meat originating from a Maple Leaf Foods plant based in Toronto. Five other deaths in Ontario and one all the way across the country in B.C.

Six additional deaths may also be linked to this outbreak.

And approximately 30 other cases of this bacterial infection are suspected so far- and that number is expected to climb as listeriosis has a lengthy period of incubation. It can take just over two months for symptoms to appear, meaning that panic and pondering will also be on the rise during the next few weeks.

Or it would be except for the fact that Maple Leaf Foods has, after these egregious events, acted in a manner that will hopefully quell fears and prevent additional deaths.

How They’ve Handled This

Maple Leaf Foods immediately shut down the plant in question and recalled approximately 20 types of meat involved. As investigators from the Public Health Agency of Canada uncovered more information, the company took precautionary measures and widened its recall to include 200 additional products.

The company also made sure the public has the information it needs by posting a sizeable PDF on its website detailing which products are involved and to be avoided.

The site also updates press releases as received and implores those viewing it to “Check back often to see what we are doing to win back your confidence.”

Additionally, a somber and penitent statement featuring the company’s President and CEO Michael McCain has apparently been running frequently on major Canadian networks during commercial breaks for popular programs as well as on YouTube.

And a full page letter from Michael McCain quickly appeared in the major Canadian newspapers.

And Why Does this Matter?

From a public relations standpoint, this is a textbook case of excellent crisis management. The company acted quickly and effectively.

They took control of the situation and offered what appears to be genuine contrition. (McCain even apologizes in the commercial for the failure of their “culture of food safety”- and actually stating that you’re sorry is something at which most companies would balk. And at which most lawyers would pounce – and they may yet.)

Additionally, on the business side, analysts have praised the way the company has responded to the crisis.

However, ultimately, the company’s swift and thorough response will not be considered enough. Because their actions will be of small comfort to those who have been sickened or who have lost loved ones to this nasty bacterial outbreak.

American Idol German Edition: Mr. Obama Goes to Berlin.

Barack Obama’s upcoming visit to Berlin seems to have generated a fervor that is akin only to the frenzy of delight that swept the United States when the Beatles came to play Shea Stadium.

Der Spiegel’s current cover displays a photo of the favoured Democrat and states “Deutschland trifft den SuperStar,” which basically translates as “Germany meets the superstar.”

The Main Event

This Thursday the Democratic nominee for the Presidency of the United States will speak in Berlin. Der Spiegel has speculated that the speech will draw between 10,000 to a million spectators eager to hear from the man often referred to in the local press as an “American Idol.” (And, in fact, I’m trying to decide whether or not to take my four-year-old on a five hour train trip to experience this rather historic moment- given her precocious nature I’m thinking likely not. Last thing I need is for her to bite a secret service agent in the ankle…)

A Little Background

Historically speaking, this is another opportunity for Obama to solidify the parallels between himself and JFK. This is his chance to present himself as the man who can bring hope for a new, shiny and improved America- a Camelot redux.

As noted on the Deutsche Welle website, Germans in particular but Europeans as a whole are eager for a change from the current American administration. German citizen Monika Staffel was quoted as stating:

We are waiting urgently for change because Bush has caused a loit of damage in the world…Now we want to know more about Obama’s positions….”

An Important Precursor: JFK’s Speech in Berlin

The speech in Berlin – perhaps expertly crafted by the ever-brilliant Theodore Sorensen- is a chance for Obama to recreate and perhaps surpass one of Kennedy’s greatest triumphs.

On June 26, 1963, John F. Kennedy gave what became known as the “Ich bin ein Berliner” speech shortly after the East Germans erected the Berlin Wall, dividing the city, already a bohemian island in the midst of the austere East, completely in two. In an inspiring oration, the young American President let it be known that the United States would not abandon Berlin to Communism. It was a message of defiance and a message of hope.

[Unfortunately these days it is also known primarily for the fact that by saying "ich bin ein Berliner," Kennedy accidentally labeled himself a jelly doughnut. "Ein Berliner" is a jam-filled pastry. He meant to say "Ich bin Berliner," which means "I am a citizen of Berlin."]

Obama and the Kennedy Connection.

Ever since the Kennedys and the Clintons began battling for the soul of the Democratic Party like the Jets and the Sharks, it seems that the Massachusetts clan has done whatever it can to draw parallels between Obama and JFK. As the blog Politico noted back in January, when Senator Kennedy and Caroline Kennedy Schlossberg endorsed Obama:

“Caroline Kennedy said there was ‘one candidate who offers the same sense of hope and inspiration’ as her father.”

And now the stage is set for an exciting, dynamic young candidate with a gift for oration to recreate a triumph belonging to another exciting, dynamic young politician with a gift for oration.

The Setting for the Speech

However, unlike JFK, Obama will not be allowed to speak at the Brandenburg Gate as Kennedy (and later Reagan and Clinton did) because he is not yet President. Instead he will speak at the Victory Column, the Shining, golden angel that watches over Berlin (the one on which the angels perch and watch over the city in the gloriously moving and beautiful film Wings of Desire- Wim Wenders’s love letter to Berlin.)

[Though historically the Victory Column is considered a representation of Prussian military might- perhaps not the ideal subtext for this speech.]

Why It is a Brilliant PR Move

With Obama’s recent repositioning on certain issues at home having led to serious criticism (from sources like The Huffington Post), the first tarnish on a golden reputation and repeated questions raised about his foreign policy experience, the candidate’s visit to Europe could not come at a better time.

He is being received with adulation. He will demonstrate how he can revive the United States’s declining world reputation. He may in fact prove to be the ultimate American idol.

Do you think a European success will silence critics at home? Do you think that it will matter? And do you think that, unlike JFK, Obama will craft solid policies and strategies as President, and not just prove to be a stylish, smart and well-spoken example of style over substance?

Myself- I am very much hoping that the answer is yes- that the man of the moment is the man of the future. Fingers crossed.

iPhone? Not I.

With all the fanfare attached to it, you’d think the arrival of the iPhone in Canada was the Second Coming.

True, it’s been a long wait. Our neighbours to the south have had access to that sleek, touch-screen goodness for almost a year.

And frankly, like most Apple products, it is a beautiful, stylish piece of technology. Just look at it.

As with most of the items masterminded by brilliant British-born industrial designer Jonathan Ive, so deservedly feted by the Design Museum in London for his body of work, the result is innovative, clean and instantly covetable.

But like many others living in Canada, I will resist the siren song of this particular piece of technology.

Why Resist?

It’s not because of Apple. Indeed the powers-that-be at Apple are very canny about promoting the brand and making their products must-haves.

As noted by the still-in-beta-site BrandDoozie, Apple’s brand is powerful and has an amazingly loyal following:

“From their iconic logo to iPod’s campaign of gyrating silhouettes against a kaleidoscope of color, Apple is more than a brand—it’s a culture.”

And the fact they’ve managed to do that generally by buzz rather than by expensive marketing campaigns.

[Tangent: For an alternative take on Apple's brand that is quite intriguing, take a look at what Robert Scoble had to say last winter in a post entitled The Brand Promise of Apple.]

So, Why Resist Again?

Two words: Rogers Communications.

Rarely has a company with exclusive rights to a product managed to generate so much negative buzz for a hot commodity so quickly.

Because it is the only phone provider in Canada that uses the GSM network required by the device, Rogers is the only provider that can carry Apple’s 3G iPhone.

And unlike in the United States where unlimited data plans are offered, Rogers decided to lock iPhone purchasers into a three-year contract. And according to CTV.ca, the initial pricing was…less than ideal.

“The cheapest plan under that structure includes 400 megabytes of data, 150 minutes of weekday talk time and unlimited evenings and weekends for $60 per month plus fees and taxes.”

The Result?

A Major backlash. A website called ruinediphone.com sprang up and led to massive online petitioning, the organization of a protest rally and a campaign to get many Rogers customers to drop the corporation as a provider.

The protest has had an impact. As noted by the blog Load This with Steve Tilley, earlier this week Rogers decided to offer iPhone buyers the chance to choose their own standard voice plan and then add on a data plan allowing for 6 GB of mobile data a month for an addition $30.

But this has been a bit like throwing a bucket of water on a three-alarm fire. Gillian Shaw, of The Vancouver Sun, noted that this appeasement has not been entirely effective:

“The numbers of disgruntled consumers voicing their ire at www.ruinediphone.com continued to climb in the wake of Rogers’ announcement, aimed at cooling the controversy before today’s launch of the new phone.”

Who Was Smart About This?

Bell Canada. They looked at the negative publicity that Rogers was receiving and did something clever.

As of August 8th, they’re going to offer Samsung’s version of the iPhone, the Instinct (currently available in the US via Sprint), and they’re going to offer it with reasonable rates. Look at the comparison that the Globe and Mail offered on the two phones:

“The Samsung Instinct, which has many of the same features as the Apple iPhone, differs from the iPhone in one major way: Its monthly price plan, which will dramatically undercut the iPhone plan announced last week by Rogers Wireless.

A subscriber can…pay less than $40 a month for a modest voice plan accompanied by an unlimited Internet on Bell’s high-speed data network.”

Conclusion

So despite my love of Apple’s blend of solid technology and superior design, it looks like in this case, I’m going to have to wait and follow my Instinct instead of biting into Apple’s latest.

Part of it is the better pricing- that’s for sure. But a company clever enough to be responsive to another company’s disgruntled customers and to generate good PR by being more reasonable about rates?

They just seem smarter than the other guys. And a tad more reasonable.

What about you? Would you go along with Rogers’s terms to get the new iPhone? or would you be satisfied by a Samsung? What would/will you do?

Smoke But No Fire:The Calgary Flames and the Bertuzzi Acquisition

The signing of Todd “Big Bert” Bertuzzi by the Calgary Flames is a controversial one.

And it’s one with which the Calgary faithful are not entirely comfortable.

Want an example? Take a look at the blog Red Mile: The Calgary Flames Blog:

“Ha Ha (nervous laugh)… I thought you said that the Flames just signed Todd Bertuzzi. That’s a good one. Ha Ha. Really… you’re killing me with your great jokes!!! ROTFL!!!”

(And that’s one of the cleaner examples I could find.)

Even my husband, a life-long die-hard Flames fan wasn’t entirely sure about this one.

After a night of really chewing the acquisition over he finally stated tersely: “Well, if he’s a Flame, and he plays well, I’ll support him.”

Why Is This Signing Controversial?

Typically, the signing of a signing of a former all-star forward for (US)$1.95 million for a year wouldn’t be a big deal.

But this isn’t typical. For those of you with only a passing acquaintance with the NHL, Bertuzzi is best remembered for an act of violence he committed while playing for the Vancouver Canucks in 2004. He slammed Colorado Avalanche player Steve Moore’s head into the ice in retaliation for an earlier hit Moore made on Canucks captain Markus Naslund. And Bertuzzi’s hit was a nasty sucker punch.

See for yourself: Here or here. (Warning: It’s rather brutal.)

Bertuzzi’s attack not only left Moore concussed but also with three broken vertebrae in his neck.

And now he’ll be back playing in the same division as the Canucks and the Avalanche.

Those games could be tense.

How the Flames Have Tried to Neutralize Negative Publicity

Despite the fact that this signing would not have been necessary had the Flames been able to hold on to Owen Nolan (newly-acquired by the Minnesota Wild), they have done a very good job handling the publicity around the acquisition.

Tactic One: Have a (Really) Good Guy Speak Up for the Bad Guy

It was clever of the team to enlist Jarome Iginla, a clean player, the captain of the Flames and a bona fide hockey superstar (check out his stats on NHL.com), to speak up on behalf of the acquisition of his former Canadian Olympic Team teammate Bertuzzi.

Iginla has offered strong vocal support for Bertuzzi. On the official website of the Calgary Flames, he stated:

“I think he is a character guy…He made a bad decision. It was a bad incident. It he could take it back, I assure you he would. I do believe in second chances. He should move on and I think we should too.”

Smart Tactic Two: Limit the GM’s Airtime After He Almost Derails The PR Initiative

The efforts to win over the Calgary fans were almost derailed by their GM, Darryl Sutter in a press conference. According to the National Post, commenting on the hit on Moore, Sutter stated

“That’s a long time ago…I had a traffic ticket three years ago. I hope there’s three or four fans who can forget that I went through a red light.”

That thud in the background was the sound of the team’s PR people collapsing in agony. Those situations are not really comparable – not unless Sutter ran someone over and ended their hockey career when he ran the light…

The Flames were lucky that random comment did not explode into a big story. But they seem to have learned their lesson. Sutter’s been quite quiet since then.

Smart Tactic Three: Reinforce The Captain’s Praise

Well-respected veteran defenceman Robyn Regehr has joined Iginla in praising Bertuzzi, reinforcing the key messages that the big, bad forward is now one of them, will be good for the team and should be accepted.

As he commented in a Calgary Herald story picked up by Canada.com:

“I know Todd a little bit from playing with him at the (2000) wold championship in St. Petersburg and also at the (2006) Olympics –he’s a good person…I Know there’s some negativity that’s surrounded him in the past. I hope the fans in Calgary can look past that and give him a clean slate.”

Will It Work?

So far it seems to be working rather well. There has not been a run of negative press nor has there been a wave of cancellation of season tickets. Fans may be cursing but they’re still with their team. So far the Calgary Flames have effectively put out the smoldering danger of negative publicity before it could become a raging fire.

Do you think this was well handled?  And how would you react if Bertuzzi was signed to your team?