PR Nightmares Can Happen To You


PR Nightmares Can Be Avoided with a Crisis Communication Plan

The Lifeguard Fired for Saving a Life – We Analyze the Case!

PR nightmares begin with simple mistakes that flourish into a media blitz of bad PR without following a Crisis Communication Plan. Bad press and public boycotts of companies begin only if a company fails to follow a Crisis Communication Plan.

Without a Crisis Communication Plan, you operate blindly and might as well open your doors to PR Nightmares and know they’ll come someday…maybe not today but someday.

When we do not listen to consumers or to basic business reasoning, our faulty decisions however well intended can produce PR nightmares and bad press for the company. It is a challenge to control the end result of the public with any business news whether good or bad, so have a plan!.

PR NIGHTMARE CASE STUDY: THE FIRED LIFEGUARD
The Case
Hallandale Beach, Florida hired Jeff Ellis Management to put lifeguard’s on the beach for the 2012 summer. After helping save a man’s life, one of the lifeguards, Hallandale Beach resident Tomas Lopez, was fired by the company.

Tomas Lopez explains how he saved a man's life and was fired for it in Hallandale Beach, Fla.


Other people pulled the drowning man out of the water, but Lopez helped care for him as soon as he was able to run outside of his zone and assist.

“I put him in the recovery position, which we are trained to do, and I had a nurse come and help me,” Lopez reported to media outlets.

The Questionable Decision and Bad PR
The management company informed Lopez that because he went out of the company’s coverage zone to save the drowning man he put other beach goers in jeopardy and had to be let go due to insurance and other issues.

The PR Nightmare Needed a Communication Plan
Once media outlets reported on Lopez’s firing to the world, a PR Nightmare brewed quickly for the management company with a public outcry that included threats against executive and sent them to the board room to lick their wounds and rethink their decision. View NBC’s National Coverage of the Story

The media blitz painted a crystal clear picture that where the consumers’ minds are could be entirely different than a com­pany’s executives.

Click refresh on your browser to load this Youtube media coverage or click here.

Millions of people from all over the world have commented online and directly to the company about how they feel it is wrong he was fired.

“There’s no way I’m agreeing with the company. If I see someone dying or they need my help, I’m going to go help them, because that’s my job,” said Zoard Janko, one of lifeguards.

Management’s Additional Mistakes
Leave a drowning man on his own? Does that sound like a positive PR statement?

That is EXACTLY what newspapers quoted executives saying.

This quote sent people all over the world into a cry that could be heard with millions of comments on online blogs, like this one, and television outlets as well as social media platforms.

Lopez Offered Job Back
The company decided to offer Lopez his job back, and he refused to return.

Why a bad decision? Because executives waited for a public outcry to act and four other lifeguards prior to Lopez had been fired for the same reason. Anyone smell a lawsuit?

DREAMFly Marketing’s Lifeguard Case Ruling
Talk­ing your way out of a controversy is often the worst decision you can make, even if there are two sides to the story.

If it sounds bad, it probably shouldn’t be said. Basic public relations plans include a crisis com­munication plan. A crisis communication plan provides steps for better public rela­tions or public reaction.

Media plans often suggest rather than control media inter­views and direct management, to instead release a statement focused on the posi­tives with few mentions about the contro­versial points.

In this case, a release or statement may have focused on the heroic nature of the company’s life guard who saved a drown­ing man’s life and then towards the end could have discussed briefly a reason for the firing.

PR Communication Plan Lesson Summary
In life as in business, there are few ac­tions that are right or wrong, but a con­sumer’s perception is reality so think hard and fast before you react to a controversy.

Lesson of the week: have a PR plan and keep news positive even if your company is in the hot seat


Leading Marketing Trends in 2016

Posted by on Jun 14, 2016 in Advertising, Blog, Facebook, home, Online Marketing, Social Media Bug Bites | 0 comments

Leading Marketing Trends in 2016

Marketing strategy will be adjusted in 2016 to sway focus away from social media and refocus businesses on using social media as a channel rather than a sole marketing strategy. Here learn three marketing trends that will change business in 2016.

read more

Naples Marketing Agency Announces New Partner

Posted by on Jan 12, 2016 in Blog, Business Development, Timely Business News | 0 comments

Naples Marketing Agency Announces New Partner

DREAMFly Marketing Founder Camden Smith is happy to announce a new partner with the Naples marketing firm, Nicole Smith Angelo. Nicole will serve as the marketing agency’s Business Development Partner.

read more

Facebook Reality Shift

Posted by on Jun 19, 2014 in Blog, Facebook, Social Media Bug Bites | 1 comment

More and more Facebook users are connecting and creating online friendships with people they have never met in person, but a danger seems to be developing with online users becoming swallowed up in online life rather than living in true reality.

Social media studies have shown that more and more people are connecting with Facebook rather than picking up the phone. This is not new social media news. There have been social media reports of children being bullied online and then committing suicide and some shuffled it off as unique cases.

read more

Engage Your Customers During Season

Posted by on Dec 6, 2013 in Blog, Customer Service, Naples Marketing | 0 comments

Engage Your Customers During Season

Engage Customers and Build Customer Loyalty in Naples and Beyond

Whether a business markets in Naples during season or has year round customers, learning how to engage your customers is key to growing in a saturated retail environment.

Anyone can speak to you, but not everyone can make you want to buy. Become the business person who makes every client feel special encouraging them to invest in the company by purchasing your goods and services.

Read this article for the top 5 tips about to successfully engage your customers!

read more

5 Best Mobile Advertising Tactics

Posted by on Nov 19, 2013 in Advertising, Blog, home, Mobile Marketing, Online Marketing | 0 comments

Where is your Mobile Advertising?

72% of small-business owners have planned for mobile advertising increases with budget and 65 percent of them will boost spending by up to 30 percent, according to a study by Borrell Associates of 1,300 small-business owners.

Google and Facebook are shifting more of their revenues to mobile advertising. In fact, a business can no longer find itself on a web search alone. It takes a robust campaign including mobile advertising, web advertising and traditional redundancies in your marketing plans.

GET 5 KEY WAYS TO MAKE YOUR MOBILE ADVERTISING ROCK!

read more

Obamacare Battles Marketing Budgets

Posted by on Sep 10, 2013 in Blog, Marketing, Politics, Timely Business News | 0 comments

Obamacare Battles Marketing Budgets

Obamacare Increases Health Insurance Costs and Battles Marketing Budgets Struggle

An increase in health insurance costs as a result of Obamacare may leave many executives wanting when it comes to filling vacancies and producing revenues if they fail to create a robust marketing budget.

Leaders across the nation have appeared on national news programs announcing layoffs or marketing budget reductions to absorb Obamacare. The key for companies both small and big is to create even more targeted marketing campaigns to produce higher returns on investment (ROI). Save your marketing budget!

read more

Integrated Marketing Why Brands Should Master It

Posted by on Sep 2, 2013 in Blog, Business Development, Facebook, LinkedIn, Marketing, Mobile Marketing, Online Marketing, Twitter | 0 comments

Integrated Marketing Why Brands Should Master It

Brands Must Embrace Integrated Marketing

Integrated marketing strategy is an absolute in today’s diverse advertising world.

Marketing executives are under intense pressure to reach target audiences quickly and deliver rapid revenues using both offline and online channels, while measuring the contribution of each channel in cooperation with sales results. Read this quick how-to guide!

read more

My Space Returns With Big Ad Campaign

Posted by on Jun 13, 2013 in Blog, Mashable, Social Media Bug Bites | 0 comments

My Space Returns With Big Ad Campaign

Well it’s no surprise to those of us who heard Justin Timberlake invested in it – that MySpace – previously thought dead online social media site – has risenf from the dead.

Bottom line – I’m not sure an ad campaign of any kind can help MySpace which created so much viral social media before but became an outdated scientific joke. Would you use MySpace again just because of an ad campaign after 30 seconds of curiousity?

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Posted by on Jan 16, 2013 in Blog, Blogging, Facebook, Marketing, Mashable, Social Media Bug Bites, Timely Business News, Twitter | 1 comment

42 Digital Media Resources You Can’t Miss

Want the best of the best in online tools? Tired of being blocked from viewing certain websites from work? Mashable has com out with a list of the best digital resources from online classes to breaking through online censorship.

The reporters and editors at Mashable spent the week buzzing around the Internet like digital bees, checking out all the best new apps and gadgets. To help you get up to speed in a hurry, we gathered all our most usable stories into this one post.

read more

10 Tools to Create Great Advertising Color Schemes

Posted by on Jan 15, 2013 in Advertising, Blog, Graphic Design, Marketing, Mashable | 0 comments

10 Tools to Create Great Advertising Color Schemes

Adobe Kulers’ user-friendly, versatile, cloud-based interface creates a slick experience. It’s built around three core principals: Users can browse, build and share color schemes through the site, desktop (Adobe Air) app or (Mac OS X) Dashboard widget. It’s also available inside the Adobe CS4 Creative Suite applications.

You can search color schemes by color, concept, hex values, tags and more. The ability to create a scheme based on the colors of an image you upload is also an incredibly useful feature.

read more

Four Off Season Marketing Strategy Tips


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4 Ways to Marketing in Florida’s Off Season

As local Southwest Florida consumers cheer for the end of season and say goodbye to bumper to bumper traffic and a lack of reservation spots available at their favorite restaurants
…business owners gear up for the slower summer or non-season shopping season.

Keep in mind every target market has an “off-season”, so feel free to use these tips as they apply to your business market. Great marketing ideas work any time, any place!

Without national, multi-million dollars budgets, Southwest Florida businesses in Sarasota, Port Charlotte, Naples and Fort Myers must call on more creative methods to grow business.

Typically, Southwest Florida service oriented businesses close for “Summer vacation” in August or September, but we challenge Southwest Florida businesses to develop true marketing strategy for non-seasonal business from May to October.

The last U.S. Census Bureau report shows more than 300,000 annual residents reside in Collier County and twice that in Fort Myers, so by identifying a target market and incorporating targeted, integrated marketing methods, businesses are sure to see a boom in the off-season months.

Avoid Southwest Florida’s Summer Revenue Drought
To drive non-seasonal business in Southwest Florida or any where, a business must have a “seasonal” marketing strategy to reach a larger audience with a targeted marketing plan.

1.
Use social media profiles and pages to create a promotion. The easiest method is to use Facebook and Twitter to promote a discount for check-ins at the business.

For example, Coastland Center Mall in Naples has vendors who offer shoppers 10 to 20 percent off purchases simply for checking in to the store on social media platforms including Foursquare, Facebook, GoWalla and Yelp.

Social media marketing and check-ins create loyalty discounts and avoids devaluing products and services plus the social media platforms advertise the promotion to nearby, unrelated mobile users.

Social media marketing is a must for successful marketing strategy. It cannot be avoided. Mobile users love to check in and share their locations with friends – so make your business shine!

2.
Create consumer-focused events where shoppers set appointments for one-on-one attention with sales staff. This method is consistently used by cosmetics and clothing retailers, and it can be used as a promotional method for every business if staff commits to calling loyal customers and promoting the event.

Events often make the difference between making and missing sales goals.

Steps 3-4
Finally, steps three and four require Southwest Florida businesses, Fort Myers, Collier County and beyond, to participate in local summer events as a free advertising method. Events also empower you to collect “new” client information focusing managers on cultivating customer relationships and connecting with new customers.

Sponsor a Local Event
Consumers now face with millions of choices any given year and in order for new consumers to find you, you may need to put yourself right in front of their faces. The best way to connect with new consumers is to sponsor or participate in local events that are expecting audiences of 2,000 people or more.

The Fort Myers metro market area for example boasts more than 300 annual events – so get involved. Not in Florida? Call your Chamber of Commerce!

Develop a Client Card System
Finally, tracking your client must be your business every day. Know what each and every one your customer’s wants and needs and follow-up with them regularly.

Electronic client tracking systems are fabulously convenient, but make it mandatory for staff and management to set phone call, email and birthday reminders so clients avoid falling through the cracks.

Boom Business With a Strong Off-Season Marketing Ideas
It’s off-season in Florida from May through October, but that doesn’t mean death to revenues! Whether your business is in Fort Myers, Naples or beyond, off-season marketing is key to growth.

Brain storm marketing ideas to develop strong community partnerships, new events and promotions to captivate your local audience’s attention.

After all marketing strategy doesn’t come from pulling clouds out of the sky – it takes turning great marketing ideas into real revenue boosters.

It simply calls on us to be smarter and more engaged business owners with a marketing strategy that connects, because after all we owe it to our non-seasonal customers.

About us: DREAMFly Marketing, a marketing company in Naples, Southwest Florida, creates branding strategy for clients nationwide. Our Naples marketing firm focuses on marketing strategy, advertising, public relations and social media online marketing, online marketing and promotional products. Sign up to start receiving our weekly strategic marketing tips.


Leading Marketing Trends in 2016

Posted by on Jun 14, 2016 in Advertising, Blog, Facebook, home, Online Marketing, Social Media Bug Bites | 0 comments

Leading Marketing Trends in 2016

Marketing strategy will be adjusted in 2016 to sway focus away from social media and refocus businesses on using social media as a channel rather than a sole marketing strategy. Here learn three marketing trends that will change business in 2016.

read more

Naples Marketing Agency Announces New Partner

Posted by on Jan 12, 2016 in Blog, Business Development, Timely Business News | 0 comments

Naples Marketing Agency Announces New Partner

DREAMFly Marketing Founder Camden Smith is happy to announce a new partner with the Naples marketing firm, Nicole Smith Angelo. Nicole will serve as the marketing agency’s Business Development Partner.

read more

Facebook Reality Shift

Posted by on Jun 19, 2014 in Blog, Facebook, Social Media Bug Bites | 1 comment

More and more Facebook users are connecting and creating online friendships with people they have never met in person, but a danger seems to be developing with online users becoming swallowed up in online life rather than living in true reality.

Social media studies have shown that more and more people are connecting with Facebook rather than picking up the phone. This is not new social media news. There have been social media reports of children being bullied online and then committing suicide and some shuffled it off as unique cases.

read more

Engage Your Customers During Season

Posted by on Dec 6, 2013 in Blog, Customer Service, Naples Marketing | 0 comments

Engage Your Customers During Season

Engage Customers and Build Customer Loyalty in Naples and Beyond

Whether a business markets in Naples during season or has year round customers, learning how to engage your customers is key to growing in a saturated retail environment.

Anyone can speak to you, but not everyone can make you want to buy. Become the business person who makes every client feel special encouraging them to invest in the company by purchasing your goods and services.

Read this article for the top 5 tips about to successfully engage your customers!

read more

5 Best Mobile Advertising Tactics

Posted by on Nov 19, 2013 in Advertising, Blog, home, Mobile Marketing, Online Marketing | 0 comments

Where is your Mobile Advertising?

72% of small-business owners have planned for mobile advertising increases with budget and 65 percent of them will boost spending by up to 30 percent, according to a study by Borrell Associates of 1,300 small-business owners.

Google and Facebook are shifting more of their revenues to mobile advertising. In fact, a business can no longer find itself on a web search alone. It takes a robust campaign including mobile advertising, web advertising and traditional redundancies in your marketing plans.

GET 5 KEY WAYS TO MAKE YOUR MOBILE ADVERTISING ROCK!

read more

Obamacare Battles Marketing Budgets

Posted by on Sep 10, 2013 in Blog, Marketing, Politics, Timely Business News | 0 comments

Obamacare Battles Marketing Budgets

Obamacare Increases Health Insurance Costs and Battles Marketing Budgets Struggle

An increase in health insurance costs as a result of Obamacare may leave many executives wanting when it comes to filling vacancies and producing revenues if they fail to create a robust marketing budget.

Leaders across the nation have appeared on national news programs announcing layoffs or marketing budget reductions to absorb Obamacare. The key for companies both small and big is to create even more targeted marketing campaigns to produce higher returns on investment (ROI). Save your marketing budget!

read more

Integrated Marketing Why Brands Should Master It

Posted by on Sep 2, 2013 in Blog, Business Development, Facebook, LinkedIn, Marketing, Mobile Marketing, Online Marketing, Twitter | 0 comments

Integrated Marketing Why Brands Should Master It

Brands Must Embrace Integrated Marketing

Integrated marketing strategy is an absolute in today’s diverse advertising world.

Marketing executives are under intense pressure to reach target audiences quickly and deliver rapid revenues using both offline and online channels, while measuring the contribution of each channel in cooperation with sales results. Read this quick how-to guide!

read more

My Space Returns With Big Ad Campaign

Posted by on Jun 13, 2013 in Blog, Mashable, Social Media Bug Bites | 0 comments

My Space Returns With Big Ad Campaign

Well it’s no surprise to those of us who heard Justin Timberlake invested in it – that MySpace – previously thought dead online social media site – has risenf from the dead.

Bottom line – I’m not sure an ad campaign of any kind can help MySpace which created so much viral social media before but became an outdated scientific joke. Would you use MySpace again just because of an ad campaign after 30 seconds of curiousity?

read more

42 Digital Media Resources You Can’t Miss

Posted by on Jan 16, 2013 in Blog, Blogging, Facebook, Marketing, Mashable, Social Media Bug Bites, Timely Business News, Twitter | 1 comment

42 Digital Media Resources You Can’t Miss

Want the best of the best in online tools? Tired of being blocked from viewing certain websites from work? Mashable has com out with a list of the best digital resources from online classes to breaking through online censorship.

The reporters and editors at Mashable spent the week buzzing around the Internet like digital bees, checking out all the best new apps and gadgets. To help you get up to speed in a hurry, we gathered all our most usable stories into this one post.

read more

10 Tools to Create Great Advertising Color Schemes

Posted by on Jan 15, 2013 in Advertising, Blog, Graphic Design, Marketing, Mashable | 0 comments

10 Tools to Create Great Advertising Color Schemes

Adobe Kulers’ user-friendly, versatile, cloud-based interface creates a slick experience. It’s built around three core principals: Users can browse, build and share color schemes through the site, desktop (Adobe Air) app or (Mac OS X) Dashboard widget. It’s also available inside the Adobe CS4 Creative Suite applications.

You can search color schemes by color, concept, hex values, tags and more. The ability to create a scheme based on the colors of an image you upload is also an incredibly useful feature.

read more