Over the last decade, things have changed quite a bit in public relations and marketing.
Back in 2005, reporters and editors were the judge and jury when it came to what got covered. It was either convince the media your client’s story was worth their attention or there was no story.
The times have sure changed. With the help of social media, the public often generates its own news and then the news media covers it. When the coverage is in your favor, social media can be your best friend. And that’s when we see the true power of a positive story.
Case in point: I started my blog, Mothering Miracles, last summer about my children and our very unique life. Jackson (7) is a cancer survivor and Abby (3) was born four months early.
Jackson’s five-year remission anniversary was March 29. He and I made special cupcakes to bring to school to celebrate, but once he arrived, we learned the school’s policy doesn’t allow for homemade baked goods. Long story short: Farm Fresh, a local grocery chain, saved the day. The Farm Fresh bakery made identical cupcakes to Jackson’s homemade ones, and it was one of those amazing customer service stories that needed to be told.
I wrote about the story on my blog and before I knew it, the post had gone viral. WVEC, the ABC TV affiliate in Hampton Roads, and CHKD, the region’s primary children’s hospital, were just two of the 1,500 shares on Facebook. Even the president of Farm Fresh had commented by lunchtime!
As a PR professional, it’s fulfilling to generate a positive story that resonates with the public. Playing the reporter is new for me, but I must say, it was gratifying to see a company like Farm Fresh receive a well-deserved, unsolicited moment in the spotlight.
A few comments that resulted from my blog post:
“…because of the lovely bakery worker’s response, farm fresh is now my go to grocery… You are a part of America that still shines.”
“Farm Fresh…great fried chicken and great customer service!”
“If you need a story that says what’s right in our country, this is it.”
“Love this story! I love our neighborhood Farm Fresh!!!”
One positive blog post turned hundreds of people into brand ambassadors for Farm Fresh. Others took time to share the post and their positive stories as well. You can’t pay for that type of heartfelt publicity. We’re glad to have been part of it.
The moral of the story?
You never know who’s buying your cupcakes.
