Can Mexicans be converted from beer to wine consumers? As a kid growing up I remember my dad coming home from work with a tall can of Sapporo on most weekdays. He always sat in the same seat in the kitchen and chatted with my mom as she cooked dinner. A drink after a long day at work – in his case, in the hot sun – is a pretty common way to relax for many people. For some it may be a glass of wine and for others it may be a beer or a cocktail. For those of us of Mexican heritage here in the U.S, usually, it’s an ice cold beer. According to a 2012 report by market research organization Mintel, wine is the least popular alcoholic beverage among Hispanics. Mintel’s research provides us with some insight into why that may be: Many U.S. Hispanics, particularly Mexicans, have simply not been exposed to wine in their home country. They come from a culture that largely consumes beer or tequila.

My dad surprised me one day when he brought home a bottle of Riunite wine after work. Huh? I’m pretty sure up until that point the only wine that he ever drank was the sacramental wine served in church every Sunday. His boss had given him the bottle.

Over the next 15 years I would come to see my dad’s love for wine grow exponentially. Initially it was slightly odd to me and I was self conscious when he would show up to family gatherings with a bottle of wine rather than a 12-pack of Bud. I thought family and friends would crack jokes (surely they did) about how we were trying to be high-browed or snobby – feelings tied to the fact that my family was raised in a culture in which wine was viewed as a beverage for only the affluent. But in today’s world and dominant market culture, wine is abundant and there is a perfect price point for everyone.

Since my dad brought that first bottle home, I really haven’t seen him touch a beer. Nowadays he is a frequent visitor to wine country, he buys wine by the case and has planted three acres of grapes in his backyard to support his new hobby – making wine. His present day favorites include Cabernets and a wide variety of dessert wines.

Over the years, I have noticed that dessert wines have the strongest appeal to Mexicans who are delving into wine for the first time. This observation is supported by findings from Wine Market Council Research released in January of this year which found that dessert wines were the favorite among Hispanics.  In my own family it is the wine that I have seen most successfully convert die hard beer-drinkers into wine drinkers – it’s the gateway wine, if you will. Why is this? Dessert wines are sweet, and easy to drink for “non-sophisticates.” Looking back at it, Riunite was the perfect introduction to wine for my dad. It wasn’t dry and it wasn’t bitter. It was sweet, soft and supposed to be served chilled. Had a Cabernet or Merlot been his first real wine experience, things may very well have turned out differently.

Since there is no prior wine culture or tradition among us, that means there are no rules. Common wine etiquette doesn’t apply. Sure most people are aware that dessert wines are, well, meant to be poured after dinner. But we don’t care. We drink dessert wines before, during and after dinner. We don’t do many food and wine pairings. It’s just not the way we operate. A glass of wine that tastes good while we enjoy the company of our family and friends – that’s what really matters. Of course, that may change as our communities open up to new experiences.

My dad’s success in introducing wine to various family members and friends is proof that it can be done. His hobby as a winemaker has turned him into a bon afide wine aficionado at least in the eyes of our relatives, who frequently ask him if they can bring friends over to his house to try it. Many people bring a bottle themselves, and pretty soon it turns into a tasting of homemade wine and a few brands found at your local Safeway supermarket. It’s a very relaxed and fun environment.

According to the same 2012 Mintel report I cited earlier, the Latino population is one of the largest untapped markets for wine, but that phenomenon is trending in a different direction now. The volume of wine consumed by Hispanics between 2005 and 2010 increased by nearly 50 percent, and levels of acculturation are impacting wine consumption, as a greater proportion of U.S. Hispanics become second and third generation here.

Wine makers need to begin taking baby steps into our community. Why wouldn’t they? Like grapes, the market is ripe for the picking.

Last week was terrible. I first learned of the bombings at the Boston Marathon from a tweet. The same is true for the explosion in Texas and the pursuit of the Boston Bombers. In typical Gen-Y form, I consume news in nontraditional ways – regularly scanning my Twitter newsfeed and going there first for news. For example, the ground shakes and I check Twitter to confirm if I just experienced an earthquake.

However, after scanning my regular Twitter and Facebook sources for updates on the Boston attack, I craved more information and did something I almost never do anymore; I turned on the TV to watch the news.

Don’t get me wrong. It’s not that TV isn’t already a big part of my life. From the day I learned my ABCs watching Sesame Street, I knew the illuminating tube was something special. In the past few years, however, the way I watch TV has evolved. I no longer live and die by the primetime lineup the way I did when Friends aired new episodes (Thursdays at 8 p.m. were for Ross and Rachel only). Nowadays, I record programs for later viewing or will exclusively engage with one series at a time, watching episode after episode (commercial-free and streamed from the internet to my iPad). Some claim cable is dead, but TV is still king (as ad rates prove). It’s just the format for television consumption that is changing.

In a crisis, I appreciate TV’s dedication to straight-forward, real-time journalism, minus the editorial. In contrast, my Twitter feed at the time of the Boston bombing was a mash-up of personal vents, speculation and poorly timed auto-scheduled tweets from companies I follow. So when blindsided with breaking news, I (like many of my Gen-Y peers) still turn to TV, my old friend and trusty companion, where I find comfort in the personal interviews, facts, investigative tone and expert dialogue that only live news can bring.

It’s not just me that has evolved. TV has grown up quite a bit too. Programs and networks are fully integrating Twitter for real-time conversation and offering exclusive content on other platforms. TV executives and advertisers understand an increasing number of people are no longer passively watching TV, but are also monitoring a “second-screen” to enhance content as it airs.

The evolution of media consumption can also be applied to communications for brands:

• Cover your bases – Your consumers turn to multiple sources for information, favoring different platforms at different times. Make sure you have a presence on all platforms that make sense for your business.

• Strategize for the “second-screen” – Television viewers often turn to Twitter to share their takeaways on the latest episode, ad or issue, and they will use popular search engines like Google or Bing to find additional information, such as an actor’s previous work. Consider how your messages are used on social media to bring added value. You don’t need to repeat the same message verbatim on each platform. Share a picture on Instagram that details your status on Facebook. Be ready to engage in a conversation on Twitter during an event. Act as a resource in real time.

• Humanize the message – If you are tweeting or posting status updates on a branded social media site, don’t underestimate the importance of a personal connection. Every now and then it’s okay to share a quote from the CEO, founder or star employee (as long as they are appropriately sourced).

• Timing is everything – In a crisis such as the Boston attack, auto timed tweets and Facebook posts can appear insensitive, calloused or just plain out of touch. In the case of a crisis, or national event (e.g., State of the Union Address, Super Bowl halftime show) communications should be evaluated for relevance and tone, or put on hold until the event has passed.

• Create a community – Your fans generally support your brand and are your most powerful allies. Treat them with respect and give them they attention they deserve. They will appreciate a thoughtful approach.

• State the facts – Consider the spread of speculation/rumors/misinformation. Use your social media platforms as a resource to provide the truth and correct false claims.

With these takeaways in mind, your brand can become the social media destination for Gen-Y friends and followers.

The American people unite over information every day, across multiple platforms. Kudos to those in the media industry – either on the front lines or behind the scenes – who work tirelessly during a crisis to bring us the most up to date news. Hang in there everyone. Things are bound to get better. Just stay tuned.

Let me tell you about Horrible PR, “twitter stupid” and the latest headache for both the University of Maryland and Delta Gamma. “For those of you that have your heads stuck under rocks,” both are dealing with a viral email crisis  (think: WWE meets Clueless meets Mean Girls) after a sorority leader penned a potty mouthed email to all chapter members chastising them for being “f****** boring and awkward” and (horrors!) misrepresenting the sorority (“HORRIBLE, I repeat, HORRIBLE  PR!”) at critical social events with their fraternity match up. The nastygram went completely viral within the last 24 hours, popping up everywhere from Gawker to the Huffington Post and traditional news outlets. The author was termed “twitter stupid” once her handle was publicized (then the account cancelled) for representing the very worst of online communications with dim, racist, crass commentary on her daily interactions.

There is a growing generation gap among social media users (and abusers, perhaps, in this case). As my colleague discussed yesterday, there are fundamental rules of engagement for virtual relationships in social media that many established professionals can learn from. And, likewise, there are some pretty basic rules from the “real life” camp worth refreshing as we lean on technology for our primary communications.

Think of who you represent.

No, I’m not just talking about your sisters. As a professional, employee, student, family member, or athlete, you have a built-in audience of people watching and listening. Sure, they’re hanging on your every word, but not necessarily for the reason you think. Be mindful of your future and theirs. As it’s been said, a bad tweet is no different than a bad spring break tattoo – forever and eventually ugly. Taking something back is far more difficult than biting your tongue.

Be social but know when to be traditional.

The message, “stop embarrassing the rest of us in public” could have been delivered as effectively in person verbally without a name-tarnishing, internship-stomping paper/hyperlink trail, though I will concede that the author’s penchant for expletives perhaps rendered the message more effective for her particular audience.

Timing is everything.

Before hitting “send” consider the implications and the potential aftermath of your message and your chosen form of delivery. Sleep on it if you can. Or at the very least share it with someone else (preferably not while under the influence of sorority anxiety disorder, seething anger, alcohol or stress) to get a second read.

Own it.

If this message is your end-all crusade for your employees, colleagues, clients or sorority sisters, put your name on it and be prepared to defend it. Hoping for anonymity in a virtual world where histories are documented on everything from Facebook to Zabasearch to page visits and old family photos on someone else’s page, is naïve and cowardly. Be prepared to face the music when you take private conversations so very public.

Share less.

There is something sacred (and safe) about leaving some things unsaid or unseen. Even more, content posted online is subject to the legal and law enforcement processes.

Finally, as mom always said, if you don’t have something nice to say, don’t say it at all – or email it, tweet it, text it or leave it lying around in a public forum with your name or Twitter handle attached to it.

Several weeks ago, I attended a San Francisco Public Relations Round Table Lunch featuring Kit Yarrow as a guest speaker.

Kit Yarrow, if you don’t already know, is a consumer research psychologist, author and professor at Golden Gate University. Her latest book, Gen Buy, takes a look at Generation Y’s purchasing behaviors and what makes them tick.

Kit’s presentation was insightful and as a card-carrying member of Gen Y, most of her findings rung true for me personally. However, Kit made a passing reference about the lack of depth in social media interaction that got me thinking.

There’s a prejudice, primarily among older generations, against digital communications. Interactions that take place via social media or text message are viewed as less meaningful than face-to-face or verbal communication. I disagree.

Gen Y understands how online forums, instant messaging (remember ICQ?) and online gaming opened up our worlds. It allows us to find people with similar niche interests and expand our social networks beyond the people we meet “in real life.” For Gen Y, “virtual” does not mean simulated – our activities in the “virtual” world are very real to us. We’re the generation that pays real money for virtual gaming goods. We’re the generation that “meets” the president on Reddit.

We prefer to communicate digitally because we communicate differently, not because our relationships lack depth.

1. We grew up in the age of multitasking and digital communications facilitates this. We can switch seamlessly from work projects to GTalk to Facebook to Twitter. We hold multiple conversations across multiple platforms.

2. Because of the volume of our communications, we need our conversations to be archivable and searchable. If we forget what time an event starts, we don’t need to pester the harried host with a phone call. We just pull up the details on Elite or Facebook. Joining a project midway and need to catch up? Have relevant emails forwarded to you and read through the email threads to get a better idea of the project’s progression and current status.

3. Digital communications allow us to share in the banalities of each other’s lives, and we LIKE it. Some may scoff at mundane status updates about what one had for dinner or what one wore to a party, but think about your conversations with your closest friends. Aren’t those conversations about nothing in particular?

4. Our vocabulary now includes multimedia. We use pictures, animated gifs, emojis and video/audio clips to creatively convey our thoughts. Digital communications enable us to enrich our conversations with more than just words. An exquisitely selected meme is worth a thousand words.

The same principles apply to companies.

1. Companies should have a multi-platform approach to reaching audiences. – Your audiences will be spread out across different channels online and offline. Pinpoint those channels and prioritize resources accordingly.

2. Make your information easily searchable. – People often conduct their own online research. Facilitate their search by optimizing content on your own channels and have an active online presence.

3. Talk with your audiences. Listen to their stories. Share your stories. – Provide behind-the-scenes details about your product or company. People appreciate getting to know their favorite products and companies. Have a meaningful presence on social media. Don’t wait until you wish you had a Twitter audience or Facebook page to support your brand during a viral crisis. Don’t miss opportunities to have your brand’s fans and supporters affirm you on a daily basis.

4. Communicate visually and creatively. – Consider an infographic to display content in a shareable way or a cleverly captioned image to make your point.

So if I don’t ever call you, it doesn’t mean we’re not friends. It just means I prefer to text or talk online. Similarly, if you feel disconnected from your audiences, it’s not because they have nothing to say. You may just not be listening in the right places.

Brown University issued a report, Hispanics in the United States: Not Only Mexicans, in March that provides insights into the changing picture of Hispanic populations in the U.S. We summarized some of the study’s main findings and provide some recommendations on how to best use this information when developing communication programs.    

1. Socioeconomic advantages for some groups

Some Latino groups have an advantage, socioeconomically, over others. For example, Cubans, Puerto Ricans and South Americans are showing a socioeconomic advantage over Mexicans and Central Americans. All of the South American groups, especially Argentines and Venezuelans, have higher average incomes than the Hispanic average. This is despite the fact that most South Americans are foreign-born.

This new finding is important because marketers looking to target more affluent Hispanics have traditionally communicated in English with the more acculturated (second- and third-generation U.S. born) target. It has been the belief that recently-arrived Hispanics did not have significant socioeconomic power. However, this new finding dispels that belief and tells marketers they should add immigrants to the affluent Hispanic target and include Spanish-language communications in their outreach.

2. Other Latino population growth in top markets

It is well-known that Hispanics have historically concentrated in certain regions of the country. Mexicans live mostly on the West Coast, Puerto Ricans and Dominicans in New York and Cubans in Florida. Although this is still very much the case, new immigrant groups are now settling in these regions and the growth of these dominant groups (Mexicans, Puerto Ricans and Cubans) is decreasing. For example, New York’s Puerto Rican population has dropped from 40 percent of local area Latinos in 1990 to 31 percent. The Mexican population in New York City has grown from 4 percent in 1990 to 15 percent. Miami’s Hispanic population is now predominantly Cuban, but the makeup of this population has dropped from 62 percent to 55 percent in the last 20 years. By contrast, the South American population in Miami has increased from 12 percent to 18 percent.

For marketers, this should be a reminder of the ever-changing trends in the Hispanic population. What was true only 20 years ago could very well be different today. It also provides additional opportunities for companies seeking to target a specific segment of the market. For example, distributor Mexilink, an importer of well-known consumer products made in Mexico, owes its success to the nostalgia of Mexicans for the products with which they grew up. Mexilink imports well-known consumer products such as popular hair gel brands and snack items. Based on the results of this study, companies such as Mexilink should now consider increasing their targeting of New York City as a Mexican market for its products.

3. Hispanics are integrating

Another interesting finding from the study is that for the last 20 years most Hispanic groups, with the exception of Mexicans, have become more residentially integrated. In other words, Hispanics are increasingly moving to neighborhoods inhabited by non-Hispanics. The Mexican population is behind this trend likely due to the fact that Mexican communities tend to be large and have well-established roots in neighborhoods throughout the West Coast. Desegregation among other Hispanic groups is happening because smaller immigrant groups are moving to more integrated destinations that may not be known for being traditional Latino neighborhoods.

Will the day come when presidential candidates are scrutinized by the content they shared as young people on social media?

It’s about as certain as tonight’s Facebook news feed containing an Instagram photo of your friend’s dinner. Social media is not just changing the way in which we communicate with one another. We, too, are changing.

Times they are a-changin’ 

Last year, eventual GOP presidential candidate Mitt Romney hit a snag when it was revealed during the primary that, as a teenager in 1965, he bullied a classmate believed to be gay, pinning down the teary-eyed boy and cutting his hair. Romney apologized and the story largely moved to the background, but social has changed the game for today’s young people.

If the same incident were to happen today, one of Romney’s friends may have created a Vine (a short, looping video from Twitter’s mobile video app) or blasted out a post-haircut photo on Snapchat (60 million “disappearing” photos are shared by Snapchat users every day).

In this new world, where the average Facebook post lasts for roughly 60 minutes, content is king and it can go viral more quickly to a bigger audience than ever before.

Don’t Do – Be

We don’t need to “do” social because we are social. Technology allows us, and the brands we represent, to express ourselves in new ways to develop a clear voice and build meaningful relationships.

Here are five tips for being social:

1. Be an early tester and a late adopter – The key to social is to experiment. Get to know what’s out there and see if it fits your needs. The next biggest thing could be the next biggest failure, so don’t throw your precious budget dollars into a new venture until it has been thoroughly vetted and shows staying power. If you’re looking for a place to start, begin with your personal use. Check out Timehop, Flipboard and RebelMouse, listed among Sree Sreenivasan’s five biggest media innovations of 2012. If you’re watching a long-awaited game or TV show, monitor Twitter – roughly 90 percent of all TV conversation happens on Twitter.

2. Social for brands is not about their friends; it’s about the friends of their friends – Word-of-mouth and earned media are still the best ways to build your customer base and reach new audiences. According to Nielsen, 92 percent of consumers trust recommendations from friends and family above all other forms of advertising. Users don’t share your content because they like your brand; they share it because they like their friends. Create shareable content that is compelling or timely, such as interactives and infographics. You can also excite your friends and fans by engaging them in fun, creative contests – gamification – as long as the results speak for themselves and are worth the initial, and sometimes costly, investment.

3. Tell a story – Enhance your content and its appeal by crafting stories that are meaningful for the users who share them. Posts should connect people with people and headlines should be intriguing. While keywords are important, the message is what provides meaning. Check out BuzzFeed to get a better sense of what’s shareable (Hint: don’t just see animals; learn about their secret lives).

4. Measure your effectiveness creatively – Social analytics should be built around a common goal that is specific to your program. Once your goal is identified, an agency can put in place unique, key performance indicators that measure the effectiveness of the campaign and allow for course correction; any plan is only as good as its first point of deviation. These course corrections should be driven by data-based solutions – not knee-jerk reactions. For creative measurement options, pre-crisis analytics can help a brand respond effectively in times of crisis.

5. Manage your expectations – Don’t forget, just about everything you do on social will be missed by almost everyone. If you count on one post to make the difference, it’s not going to happen. Incorporate social into your regular activities – make it a part of who you are – and you’ll get what you’re looking for.

If this fails, show more pictures of last night’s dinner or cute animals.

Follow Travis on Twitter at www.twitter.com/travistweets

This past year, Fineman PR marked another year of success with further development of the agency’s crisis communications practice, especially in Higher Education. The agency’s food and wine practice continues to provide stability, Brand PR work, event marketing, media relations success, depth in digital and social media, and public relations value measurement.

Here are snapshots:

• Delivering on more than a year of strategic planning, in March 2013, Fineman PR launched a milestone animal welfare campaign for West Coast poultry brand Foster Farms. The campaign officially announced Foster Farms as the nation’s first major poultry brand to earn humane certification by American Humane Association, the country’s first national humane organization. The launch was met with great success and major media placements in the first week alone, including front page cover story in the San Francisco Chronicle, feature articles in the Fresno Bee, Merced Sun-Star, Modesto Bee and Bakersfield Californian, and extensive broadcast news coverage in key California markets. The comprehensive communications program includes event marketing, national and regional media relations, social media promotion, community relations, measurement and corporate social responsibility elements.
• Fineman PR planned, managed and promoted Foster Farms’ third annual Fresh Chicken Cooking Contest with premier culinary judges and extensive media coverage throughout the West Coast.
• Fineman PR launched Foster Farms’ new whole grain corn dogs for the foodservice market. The agency succeeded in changing perceptions of media and foodservice decision makers by promoting the product as a nutritious lunch option with kid and parent approval.  The agency highlighted the product’s value as a fun food that kids would actually eat while positioning the lower sodium, lower fat, whole grain product as a healthier alternative to popular lunch staples like pizza, burritos and even sandwiches. Social media and parenting blogger outreach was crucial to the program’s success, including a Seal of Approval from Parent Tested Parent Approved Media, the nation’s largest volunteer parent testing community.
• The agency worked with new women’s retail client The Limited to promote its California expansion and the opening of several new stores throughout the state.
• Throughout the year, the agency developed and implemented communications projects for a number of clients, including Mendocino Wine Company, which began with an issues management assignment and continued with a revamp of the company’s digital and social media vehicles and a launch of the Parducci “Small Lot Blends”; Autism Research Institute (ARI); Moone-Tsai wines; the launch of KonaRed antioxidant beverages; Sterling Meat Company and the Girl Scouts of Northern California, among others.
• The year also included multiple rounds of crisis counsel to help support the needs of several private colleges and secondary schools in the U.S. on behalf of higher education insurance company United Educators.
• Fineman PR earned additional client wins for sustainable food service industry leader Guckenheimer and XL Construction, one of the top commercial builders in the Bay Area.
• Mosaico, Fineman PR’s multicultural division, continued its run of multicultural client success with the development of a new CSR program promoting Xoom’s sponsorship and support of Peru’s Olympic team. Mosaico was also successful in working with New Orleans-based pharmaceutical company, Pamlab, Inc., in launching a pre-natal campaign informing the Latino community about a little-known mutation causing complications in Latina women’s pregnancies.
• Fineman PR’s clients continue to rely on the San Francisco-based agency for digital and social media strategy, monitoring, response and measurement. In crises, social media can be crucial in disseminating information and mitigating the spread of misinformation. In Fineman PR’s work with schools and universities, where students and communities are a primary audience, a Facebook post and/or tweet is often more effective than a traditional statement.
• 

  Travis Taylor

  On the HR side, Fineman PR made another outstanding hire. Travis Taylor, previously a VP at the agency’s IPREX partner, Communications Pacific in Honolulu, joined the agency last summer. Initially appointed Group Supervisor, Taylor joins a sterling team of seasoned professionals including VP Heidi White, a 16-year Fineman PR all-star; VP Lorna Bush, a 10-year Fineman PR hall of famer; Group Supervisor Toby Baird; Account Supervisor Katie Young; Account Supervisor and Social/Digital Media Director Karmina Zafiro (an 8-year Fineman PR veteran); Mosaico director Juan Lezama; and Senior Account Executive Serene Buckley.

   

  Issues Management for several clients, including: Westmont College near Santa Barbara, Chadwick School in Palos Verdes, Calif., Olympus Calistoga LLC Calif., UC Hastings College of the Law, Golden Gate University School of Law, Mendocino Wine Company and San Diego-based Thomas Jefferson School of Law.

The concept of this blog has been all over the map this past week, because, every time I seemed close to finishing it, the news kept shifting. And, truth be told, I ended up being completely wrong regarding the outcome and the lessons learned. Well…lesson learned.

The original title of this blog, also a play on words, was: Don’t Water Down the Truth: A Lesson from Maker’s Mark.

Here’s the back story.

Last week, numerous media outlets around the country reported that famed bourbon producer Maker’s Mark announced it would begin watering down its whiskey, taking it from 90 proof to 84 proof, in an effort to meet rising global demand. I read the story first on CNN.com, which reported that Rob Samuels, chief operating officer of Maker’s, said the reduction is the only way to meet higher demand. Essentially, production at the distillery is maxed, demand cannot be met and the solution – to maximize sales and therefore profits – is to add more water to the bourbon in order to make, and sell, more of it. They also claimed that taste tests showed no discernible difference.

My first reaction was: This is one of the dumbest business decisions, PR blunders and example of brand mismanagement I’ve ever heard of. Potentially altering the way a product tastes, even though people buy that product specifically because of the way it tastes, and not to mention, purposefully diminishing a product that carries a vast amount of brand loyalty, all to make more money and then freely admitting it to customers, was a huge mistake.

And many media agreed with this take. The New York Post headline exclaimed “Alcohol Abuse!” A Forbes contributor went so far as to pose the question “Did Maker’s Mark Commit Brand Suicide?”

Upon further review, however, I changed my original stance and disagreed with the majority of the media’s read on the situation. I looked at it from a crisis communications standpoint. One of the first rules of crisis communications is to be honest with customers and get all the bad news out at once. Maker’s Mark was completely truthful about the reasons for the change and, apparently, made assurances that the product quality would remain unchanged.

I believed that they were expertly advised to proactively communicate to customers and the media about the planned change. I decided the vast majority of media were blowing the story out of proportion, the damage to the brand would be minimal and the whole thing would go away within a few days at most.

Man, was I wrong.

Not only did the media coverage continue to escalate, but thousands of the brand’s many devotees took to social media and the blogosphere in protest, many vowing to never again buy what has been their favorite bourbon.

Ultimately, as it has now been widely reported, the backlash was intense enough that the company reversed its decision.

In a tweet, the company said to its followers: “You spoke. We listened.”

In his public mea culpa, Samuels said, “We’ve been tremendously humbled over the last week or so.”

So what are takeaways from this debacle?

1) The best laid plans and “cardinal rules” don’t always provide the outcome you hope to achieve, especially if the idea is harebrained on its face – Maker’s Mark thought that by being proactive, forthright and transparent they would incur some backlash but would ultimately weather the storm. They wildly miscalculated. Aside from the decision itself, they did, and said, all the right things. Marketing communications is not an exact science, and sometimes no matter what you say or how you say it, a bad idea just won’t be received as hoped.

2) The customer is always right – This is probably the oldest adage in business, and in this case, spot on. Maker’s Mark can adjust its formulation to meet demand, but what’s the point if the process results in a product no one wants to buy anymore? The customer base spoke, and, in the end, Maker’s Mark was forced to listen.

3) Don’t mess with success – If you produce one of the most popular brands in a product category, don’t change it to make a few more bucks. Maker’s Mark is rushing to build more distillery facilities, so production will eventually increase, as will sales. In the meantime, ironically, the brand could actually be strengthened by the perception of scarcity coupled with high demand.

Remember that really annoying (but memorable) mobile phone ad where this guy makes his way into various locales testing his phone service? His image came to mind when I was pondering the topic of this blog. We’re in the communications business, but so much of what we do each day – and the counsel we give – is also dependent upon our interpretation of the situation, messages, what is said and what is not.  

Everyone wants to be heard – clients, media, colleagues, friends, kids, spouses, parents, even the family dog. What I’ve learned in my more than 20 years in PR and ten years as a mom, is that often it’s what is unsaid that matters most. In fact, research shows that 93 percent of messages are communicated non-verbally. If you don’t “listen” carefully, you might miss those subtle cues, nuances and takeaways and things could go horribly wrong.

These are some the things I’ve learned along the way:

Don’t be tone deaf – Monotone, dismissive, frightened, anxious, angry, frustrated, resigned, determined — whatever the emotion, the tone of someone’s voice can be telling. They could be blowing you off while saying they’re interested or vice versa. Tuning into tone can provide a greater takeaway than the words themselves and help you truly get where the individual is coming from and what approach to take next.

Consider the climate – There’s a whole lot that goes on behind the scenes – whether it’s internal workings at a company, market factors or personal life. Taking a read on these factors can provide valuable context if you pay attention. Asking your sister to cough up $1,000 for a bridesmaid dress when she’s in the midst of divorce and foreclosure seems like a no-brainer, as does expecting a huge bonus when your company is bleeding money, yet it’s surprising to me how often these factors are discounted, often to someone’s detriment. At best, you’ll come off as clueless and at worst, downright insensitive.  

Speak the same “language” – “It’s a go” could mean approved, or no go. “Go big or go home” sounds like support of thinking big – but just how big is up for interpretation. A “great” from a boss or client could be the highest form of praise or feedback that your work is mediocre. And guys, when a woman asks you how she looks, don’t tell her she looks “fine” unless it’s “lady, you look FINE,” (as in you’re the most beautiful woman in the room).  “Fine” should also not be used to describe the dinner that your significant other slaved over. Comprende? Just like visiting a foreign country, understanding the language of an organization – or an individual – can help you better navigate and communicate in a way that is clearly understood and appreciated.  

Silence can be deadly – No news is good news doesn’t always apply. A long pause at the end of a phone line, days or weeks with no response or no “likes” on your Facebook post, all could spell trouble. Don’t struggle to fill that silence but analyze the cause. Does your idea bite or does your client just need a little time to digest? Is that new business prospect MIA or is the proposal review process taking longer? Maybe the individual with whom you are communicating is frustrated, disappointed or at a loss for words and is struggling to maintain composure or develop a response (as was the case of my stunned silence when the question about “the talk” was presented by my then 9-year-old (see my crisis blog).

Get a cue – If you are at a client event in the evening, it’s not the time to break your college drinking record, especially if the client is abstaining. Those of us who are parents have all been lucky enough to be on the receiving end of blank stares and nods as our children completely ignore us. The same applies in the professional world – texting, IM’ing and checking Facebook during a meeting (or worse, a dinner) are a sure sign that the individual is tuned out. And a smile that doesn’t reach someone’s eyes may mean they are gritting their teeth and bearing it or just humoring you. Take note and change course.

Read between the lines – “I’ll do it.” “It’s OK.” “No problem.” “It’s (or I’m) fine.” “No worries.” “You’ll hear from me soon.” “I’ve got it covered.” There is a laundry list of these responses that often carry double meaning. Depending upon who this response is coming from and under what circumstance, it could mean just the opposite. Don’t always take these at face value. Sometimes a little probing will uncover a completely different piece of information – what the individual is not coming straight out and saying. The effort you put into finding out more about where they are coming from will often pay off in spades.

A picture is worth a thousand words – Whatever words are coming out of a person’s mouth, a frozen smile, rolling or shifty eyes, crossed arms and closed body language, a smirk, yawn, raised eyebrow or sideways glance may tell you otherwise. It could be fleeting and last a few seconds, but paying attention to these slight signals can provide insight into what the person is  really saying or thinking.

Keep these in mind and people might just think you are enlightened, or a fortune teller, or both! Nonetheless, your attention to  nonverbal communication will be appreciated.