Rolex Scandal: Navigating a Brand Crisis Amid Political Turmoil

In a political landscape even prestigious brands like Rolex can find themselves entangled in unexpected scandals. The recent events surrounding Peru's President Dina Boluarte and her collection of Rolex watches exemplify the challenges faced by brands when caught in the crossfire of political turmoil and public scrutiny.

Since assuming office in 2022, President Boluarte has faced persistent challenges to her leadership. Accusations of corruption and calls for resignation have become recurrent themes.

The Rolex scandal came to light when a popular political YouTube show, "La Encerrona," scrutinized Boluarte's public appearances, revealing her penchant for luxury watches. The investigation found that Boluarte possessed several Rolex timepieces raising questions about taffordability given her official salary.

The association of Rolex, a symbol of luxury and prestige, with allegations of impropriety tainted the brand's reputation, potentially affecting consumer perception and brand loyalty.

In response to the crisis, Rolex chould adopt a proactive and transparent approach to mitigate reputational damage and restore consumer confidence. Communication strategies should emphasize the brand's commitment to integrity, ethical conduct, and adherence to legal and regulatory standards. Collaborating with reputable authorities and conducting internal investigations can demonstrate accountability and commitment to addressing concerns.

The Rolex scandal involving President Boluarte underscores the challenges faced by brands operating in politically volatile environments. By navigating the crisis with integrity, transparency, and a commitment to ethical principles, Rolex can safeguard its reputation and emerge stronger from the ordeal, reaffirming its position as a symbol of timeless excellence.

Kate Middleton: Lessons Learned

The recent speculation, discussions of altered images and cancer revelations in the situation involving Kate Middleton's cancer disclosure presents several important public relations (PR) lessons:

1. Transparency: When dealing with sensitive personal matters, honesty and transparency are crucial. The decision by Kate Middleton to publicly disclose her cancer scare demonstrates the importance of being forthcoming about personal health issues, especially when one holds a position of public influence.

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   Empathy and Compassion: Responding to personal challenges with empathy and compassion can greatly sway public perception. Middleton's decision to share her experience likely garnered support and wishes for a speedy recovery from the public, as it humanizes her and demonstrates that she faces the same health concerns as anyone else.

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   Strategic Timing: Everyone wanted to know, in fact demanded to know Kate's whereabouts even before she was ready to disclose her situation to the public. The timing of disclosure was critical. Middleton's decision to disclose her cancer scare at a time when it was relevant, but not overly intrusive, likely helped to control the narrative and minimize speculation.

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5. Advocacy and Awareness: Personal disclosures can also serve as opportunities to raise awareness about important health issues and advocate for related causes. Middleton's disclosure likely sparked conversations about cancer prevention, early detection, and the importance of regular health screenings.

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   Respect for Privacy: While sharing personal experiences can be beneficial, it's essential to respect an individual's privacy boundaries. Middleton's decision to disclose her cancer scare was likely made with careful consideration for her own privacy as well as the privacy of her family, particularly her children.

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   Positive Messaging: When sharing personal challenges, framing the message in a positive and empowering light can help to inspire hope and resilience. Middleton's message conveyed strength and determination in the face of adversity, which can resonate with audiences facing similar challenges.

Overall, the Kate Middleton cancer disclosure situation offers valuable insights into navigating personal disclosures in the public eye with transparency, empathy, and strategic communication. We wish her well and a speedy recovery.

The Importance of Competitive Media Analysis for Law Firm PR

The legal industry is increasingly competitive, understanding and harnessing the power of media analysis has never been more important for law firms to recognize the significance of Competitive Media Analysis (CMA).

Why does it matter? Because in today's digitally-driven world, visibility is key. Clients are inundated with information from various sources, and it's essential for your law firm to cut through the noise and establish a strong presence.

So, how do you go about conducting a Competitive Media Analysis to determine your law firm's PR SOV? Let's delve into a few essential steps and best practices:

1. Identify Key Competitors: Begin by identifying your main competitors in the legal industry. These could be firms of similar size, specializing in the same practice areas, or targeting similar client demographics.

2. Gather Data: Utilize media monitoring tools and services to collect data on media coverage related to your law firm and its competitors. This includes mentions in news articles, press releases, social media posts, and any other relevant sources.

3. Quantify Coverage: Analyze the data collected to quantify the media coverage received by your firm and your competitors. Calculate the number of mentions, the reach of each mention, and the overall share of coverage within your industry.

4. Evaluate Tone and Messaging: Don't just focus on the quantity of coverage; pay attention to the quality as well. Evaluate the tone and messaging of media mentions to understand how your firm is being portrayed compared to competitors.

5. Identify Trends and Opportunities: Look for trends in media coverage and identify any gaps or opportunities for your firm to increase its share of voice. This could involve targeting specific media outlets, leveraging key spokespeople, or capitalizing on emerging industry topics.

6. Adjust Strategies Accordingly: Based on your analysis, adjust your PR strategies and tactics to improve your law firm's share of voice. This might involve refining your messaging, engaging with journalists more proactively, or investing in targeted PR campaigns.

By conducting a thorough Competitive Media Analysis, you can gain valuable insights into your position in the market and identify opportunities for growth and improvement. In today's competitive landscape, staying ahead requires not only delivering exceptional legal services but also effectively communicating your firm's value proposition to your target audience.

 

Early Insights Into 2024 PR Predictions

Elizabeth Lampert and Lara Cupit.

Originally published in The Recorder Dec 7th, 2023

The unveiling of prediction pieces marks the end of the year and provides an opportunity for PR professionals to share their forecasts. Breaking free from the traditional end-of-year predictions ritual, savvy PR professionals recognize the need for an early dive into 2024 insights to spark awareness well before the year concludes.

Successful predictions avoid common statements like "blogging is here to stay" and share unique, thought-provoking ideas instead. Crafting compelling predictions requires a strategic approach, leveraging media knowledge to identify emerging themes. So, as the PR industry gears up for 2024, let's break with the tradition of waiting until year's end to share so we can be prepared at the start of the new year.

Below are our 2024 PR Predictions: A Glimpse into the Future

AI Revolutionizes PR: Artificial Intelligence (AI) will become even more integral to PR, enhancing human capabilities. AI's potential to improve content ranking through SEO optimization and track media and audience response will be an asset for businesses. Additionally, anticipated AI applications will include automated content creation and other valuable tasks. With benefits come risks, and as AI continues to permeate the media landscape in 2024, there is an essential need for an ethical and responsible approach to its implementation. PR professionals must harness the power of disruptive technologies like ChatGPT and Bard while ensuring thorough fact-checking and substantial editing to prevent inadvertent plagiarism or inaccuracies.

More Focus on Diverse Sources & Voices: The emphasis in 2024 shifts toward the inclusion of diverse voices in the media with even more focus on Diversity, Equity, and inclusion (DE&I). Audiences seek brands embodying DE&I principles at every organizational level. Diverse voices in media play a pivotal role in shaping our understanding of the world, fostering empathy, and promoting inclusivity. Here's why diverse voices in media genuinely matter. The world is a mosaic of cultures, ethnicities, and viewpoints. PR initiatives that accurately reflect this diversity mirror the reality of our societies and your companies' clients.

Commenting On Issues: This is difficult for many firms. A big challenge has been agreeing upon the framework to evaluate whether to issue a public statement on these nuanced issues, which may also have legal and business implications. For example, the recent attacks in the Middle East have been a test for law firms, universities, and companies of all sizes around the country, with many brands caught in a communications dilemma they never anticipated. In an era of ESG characterized by heightened awareness of social justice issues, including terrorism, racial injustice, and reproductive rights, the question of whether law firms should take a public stance has become a significant discussion among firm leaders, businesses, and their employees. It will continue to be challenging for PR going into the elections.

Messaging Sensitive Issues: While the ability to remain apolitical is the most comfortable of choices, the landscape has evolved in recent years, making it more challenging for firms to stay silent. Employees, clients, and the public want companies and law firms to lead and take a stand. While it is impossible and impractical for law firms to speak out on every issue, often, there will be a moral reason that compels businesses to speak up. The question law firms all face is when to speak out and how to position your response.

Social Media Dominance Persists: social media will remain strong in PR, facilitating two-way communication between brands, customers, media, and other stakeholders. Platforms like LinkedIn will remain critical for communication news other than press releases. Social media will remain a vital tool for building contacts, especially with the increasing presence of media professionals and influencers.

The Move Away from X: Twitter / X is different from what it once was, and the near-constant platform issues have media players switching to LinkedIn, Substack, and Threads to promote their work and share their content with like-minded communities. Businesses are also shifting their focus away from Twitter, and consumers are spending even more time on short-form video platforms like TikTok and Instagram Reels.

Substack for the Win: Substack is emerging as a pivotal platform for connecting with journalists in 2024. Utilizing it to strengthen existing relationships and uncover new media contacts becomes a game changer in the coming year. PR pros should become familiar with this trend! Every niche has a Substack dedicated to sharing related news, making it a valuable tool to reach niche players.

SEO for Effective PR: Leveraging SEO for effective PR in 2024 is an intelligent strategy. Use tools Google Keyword Planner to identify relevant keywords in your industry. Focus on keywords potential customers might use in search queries. Incorporate target keywords into your content, including press releases, articles, and social media posts. Additionally, incorporate backlinks from publications when published. This can improve your website's authority and search engine rankings. Utilize social media platforms for brand promotion and SEO. Social signals, such as shares and likes, can indirectly impact search rankings. Optimize your social media profiles with relevant keywords.

Embracing the Future

Embracing AI, incorporating data-driven storytelling, leveraging SEO, demonstrating commitment to DE&I, ensuring accuracy and credibility, utilizing Substack, and navigating additional trends will be essential for maintaining a solid brand reputation in the dynamic world of PR. As we approach the new year, proactive PR professionals are already positioning themselves for success by uncovering insights that will take their companies into the future.

 

Botched OpenAI Communications

Last week, OpenAI rushed to announce it had fired well-liked CEO Sam Altman, upending the tech industry. This decision, was made by 4 board members and driven by a very vague statements around lack of transparency, governance concerns and some other garbled excuses from the nonprofit board, alongside Altman’s for-profit commercialization push. 

Needless to say it led to a crazy stock market, a weekend saga and hundreds of LinkedIn discussions, X and Threads postings. Microsoft along with investors tried to influence the board to reconsider and signed letters in support to reinstate Altman. Employees demanded his return or they'd quit in droves. 

However that feel on deaf ears and  Emmett Shear, was announced Monday as  CEO of OpenAI. Then the stories of his past postings emerged. Microsoft rallies and gives Altman a landing place. Microsoft acted swiftly and look like heroes and super smart!

From a PR perspective, this is a PR 101 example how NOT to handle a company firing. With OpenAI now fighting for survival, the move by the bard can go down as the blackest Friday in news we've seen to date.

There are many ways to have done this better. All companies could benefit from tabletop exercises and crisis plans that address these types of situations! 

Law Firms Speaking Out: When is the appropriate time to release a statement?

The recent attacks in the Middle East have been a test for law firms, universities, and companies of all sizes around the country, with many brands caught in a communications dilemma they never anticipated. In an era of ESG characterized by heightened awareness of social justice issues, including terrorism, racial injustice, and reproductive rights, the question of whether law firms should take a public stance has become a significant discussion among firm leaders, businesses, and their employees.

While the ability to remain apolitical is the most comfortable of choices, the landscape has evolved in recent years, making it more challenging for firms to stay silent. Employees, clients, and the public want companies and law firms to lead and take a stand. While it is impossible and impractical for law firms to speak out on every issue, often there will be a moral reason that compels businesses to speak up. The question law firms all face is when to speak out and how to position your response. 

Should your Firm take the lead, drive the conversation, or stay silent on the issue? When is the appropriate time to make a statement? Respond early, and you will quickly find the clients who align with your core values. Comment late in the game, and it could look like you are just jumping in so you aren’t left out., playing it safe Should your statement be all encompassing or address specific parts of the situation? How will you create a message that says enough and one that is authentic? These are all questions to ponder.

Deciding when and how to comment on a significant social or political issue is challenging, especially since law firms are representing multiple partners and filled with staff from a variety of backgrounds with diverse viewpoints. Given all the variables, law firms will find themselves in the delicate position of balancing the sentiments of clients and employees before deciding whether to make a public statement or not.

Analyzing the landscape and understanding their capacity to support various causes within their client and employee base can guide firms toward making informed decisions. Supporting specific causes can also reinforce standing within the legal community and with others who have made their position known.

However, engaging with hot-button issues presents risks. Law firms face growing competition for clients and next generation lawyers, making staying neutral less of an option. Those who take courageous stands allow people to make a conscious choice to work with a firm that shares their values, and that goes both ways. But while speaking out on these matters can be a platform for educating, it also has potential downside. Unknowingly you may offend clients, prospects or employees with a different point of view. 

When deciding on internal and/or external communications regarding a controversial issue, there are questions you may consider which can help provide clarity:

Who is Impacted? Will your staff and clients be directly impacted by the event? What is the cost of saying nothing? Will there be pressure from employees, clients, or vendors, to declare a position? As societal expectations evolve, the pressure to respond becomes more frequent. Tread carefully. Before saying anything, ask why we are commenting on this. Who does it impact our clients, employees, and operations?

What is your Firm's obligation? Do law firms have a moral obligation or a responsibility to do the right thing even if it could lead to backlash or loss of revenue? Working these scenario is out early through tabletop exercise with key members of the Firm will lead you to answers. Include diverse voices to provide fresh insight and different perspective. Discuss with the group whether the issue aligns with your organization's mission. Is there a compelling reason to make a statement? Does it align with your mission. Have you made statements in the past? 

Will your employees support the cause? Is the issue divisive and likely to cause internal disagreements? Your internal audience is diverse and may have differing opinions on what should or shouldn’t be said. In our polarized world, unanimity is rare, so expect differences of opinion within your Firm and differences among generations and other demographics. 

Will your statement align with your values? One thing is non-negotiable if you decide to speak out, authenticity and credibility hinge on tangible actions you take to reinforce what your statement says. Defining your organization's values is of paramount importance. Ensure that your statement aligns with your core organizational values; otherwise, it may be viewed as inauthentic and lacking credibility, rather than contributing to the conversation.

Escalating social issues nationwide or on a global level are occurring more frequently. People are looking to business leaders, including law firms, for guidance. Investing thoughtful energy in defining your organization's values and the actions that reflect them is a crucial step in navigating the complex terrain of public statements.

 

This article was originally post on Law.com

Elizabeth Lampert is a PR and crisis communication strategist and President of Elizabeth Lampert PR. She can be reached at Lampert@elizabethlampertpr.com

Tips for Curating an Effective Social Media Strategy for Your Brand

Social media is simply a necessity for businesses. Through the use of it, brands are able to build a consistent presence across platforms and in real life. By using a consistent strategy and voice, a reputation is created and sustained. Brand awareness and website traffic may result from effective social media use as well.

 

Think about a situation where you were choosing to buy something and you were choosing between two brands to buy it from. Did social media influence what you ultimately bought? Did online reviews from content creators or user generated content from everyday users cause you to sway toward one brand or the other? For consumers, social media is a valuable tool for making informed decisions on where to spend their money. For businesses, social media is crucial for building trust with their clients and customers in this way.

 

Creating an effective social media strategy depends on your goals. Is your goal growth? Impressions? Engagement?

 

Once you determine your goals, determine measurable results for these goals. Engagement could translate into a certain amount of likes on your posts or clicks on the link in your bio. Impressions could be a threshold of post views you need to break through. Growth could be number of new followers per day week or month. One-off success is easy, it’s consistency that may prove to be a challenge. Make sure you’re clear about your goals and the metrics you’ll use to make sure they’re achieved in the way you desire, consistently.

 

Creating an effective strategy for your goals should incorporate many elements. First of all, you should decide what tone and messaging you wish to use for your brand. A consistent brand voice is very important to maintain across all platforms, and it should match the general vibe of your company’s website. The basic marketing questions should then be thought of, such as who your target audience is and how can you provide value to them. Personalizing content to your target audience will allow a clear direction for all of your social media activities to form. 

 

Research your audience, as well as your competitors, to see where they’re consuming content and what content has proved to be effective. Then, you can choose which platforms you should be posting to, and what content you should be creating for your own page. If your company is a law firm for example, you may want to focus on platforms with older audiences and a professional tone, such as LinkedIn and Twitter, rather than TikTok. However, many different types of businesses have seen success on TikTok! It’s down to personal preference and again, your goals.

 

From there you can plan your content and create a content calendar that suits your needs. For some platforms, posting every day will get the most engagement, while others a few times a week is ideal. Look into what type of content you’d like to put out and how often you should be posting. Make sure to maintain a consistent presence and brand voice!

 

To sum it all up, In today's business landscape, social media is an essential tool for brand success. It enables businesses to establish a strong and continuous presence across various platforms. By implementing a coherent strategy and maintaining a consistent brand voice, a lasting reputation can be cultivated. This, in turn, can lead to increased brand awareness and boosted website traffic through the effective utilization of social media.