By Jennie Klahre

Cheerwine filled Krispy Kreme doughnuts.  The name itself doesn’t sound too appetizing.  But that didn’t stop the companies from promoting their new treat in style.

The new pastry, a combination between a fizzy cherry soft drink and a glazed doughnut topped with chocolate glaze and sprinkles, was unveiled Wednesday morning.  The first stop for the limited-edition doughnut was Governor Bev Perdue’s office in Raleigh for a quick taste test.

Staff (via @ncgovoffice) live tweeted from the event to introduce the new flavor.  Some tweets included:

@ncgovoffice:  Cheerwine and Krispy Kreme execs are presenting the new product to the Gov.

@ncgovoffice:  Yum! The new Cheerwine Krispy Kremes are delish! http://twitpic.com/218qsb

@ncgovoffice:  Gov takes a big Cheerwine-creme filled bite! http://twitpic.com/21913h

After digging in, Perdue deemed the snack a “home run” and mentioned that the fusion between the two products is a good way to raise awareness about the state’s economy.

Others tweeted about the event too, including Greensboro News and Record journalist Mark Binker and reporters from the Star News in Wilmington.

Krispy Kreme and Cheerwine sent press releases, and doughnuts, to newsrooms yesterday, pitching the doughnut as a July fourth treat.  The snack will be available in all North Carolina Lowes stores and select Harris Teeter and Food Lions within the state.

Holding a taste test was a great way for the two companies to promote their new creation because it was both resourceful and fun.  The resulting tweets and news articles are sure to inspire curiosity and lure customers to their local grocery stores to try the new doughnut.

So far, the new treat has been a promotional success.  How else could Krispy Kreme and Cheerwine advertise the new product to draw attention?

Photo credits: A Tradition of Taste, Krispy Kreme

By Kristi Lee Jacobsen

What better time to boost your client base and take advantage of PR than during the FIFA World Cup? Around the world, companies are taking advantage of the games by promoting specials and events to attract soccer fans. Budweiser, for example, is a World Cup sponsor and is donating $500 to the Hispanic Scholarship Fund for every goal.

Triangle companies are also taking advantage of the sporting event. XL Soccer World has invited the public to viewing events of all the games. The Tobacco Road Cafe hosted a Soccer Kids of America fundraiser and viewing party. The event featured an Xbox FIFA World Cup tournament for the kids and an autograph signing session by a Carolina Railhawk. Many restaurants are also offering specials to World Cup viewers. The Carolina Ale House, for example, is offering a free soccer sundae if you wear your soccer team jersey.

Vic’s Italian Restaurant, located in downtown Raleigh, has taken advantage of the World Cup by publicizing their own soccer star. Mario Longo, manager of Vic’s, has played professional soccer all around the world. Longo’s story was featured in the Raleigh Telegram. Customers can now go to eat at Vic’s, watch a game and meet a soccer player who has played with many of the pros.

All of these businesses have fully grasped the World Cup spirit while realizing how important PR is during major sporting events. Stories like Longo’s and fundraisers, like the one Tobacco Road Sports Cafe hosted, are likely to gain more press during a time when soccer is on many people’s minds. This is a reminder that in PR timing is everything.  These companies have chosen the perfect time to capitalize on the soccer action, which will show success through increased revenues, positive press and client base.

Photo Credit: Shine 2010

By Jessica Lam

When I was little I wanted a Happy Meal everyday from McDonalds just so I could collect all the toys from the newest Disney movie. But things have changed since then. I recently came across the fact that Best Buy offers free apps for cellphones promoting the new Universal Studios’ film, “Despicable Me.”

I personally thought the whole idea was BRILLIANT! Why, you ask? Not only are two huge companies helping to cross promote one another, but they are doing it in a way that reflects the current market. Meaning, it is true that McDonalds still includes toys promoting the latest kid flicks, but children don’t look forward to them as much as cell phones and videos on the go.

I work at a restaurant that gives crayons and kids menus to children. With that said, seeing families at the dinner table is much different than what I remember from my childhood. The older kids (about seven and up) don’t color the menus, but have either an iPod touch, cell phones, iPads,  or portable gaming consoles instead.

Taking this change into consideration, Best Buy and Universal Studios noticed that the new way to generate buzz is not through toys, but the growing trend of handheld electronic devices. These devices serve multiple functions, so it is no wonder why kids (and adults) want them. And Best Buy and Universal Studios used this knowledge to their advantage.

So where does that bring us? Will we now have a higher expectation of cross product promotions? If products are not presented in ways that draw our attention easily, will we simply ignore it and go on with our lives? Is Best Buy and Universal Studios paving the way for the new way to reach audiences? I guess this is something only time will tell.

Photo Source: Oracio Alvarado

DISCLOSURE: MMI Public Relations conducted public relations for the Full Frame Documentary Film Festival in 2008.

By James Schlegelmilch

This past weekend marked the 13^th annual Full Frame Documentary Film Festival in Durham.  Every year since 1997, film makers, film students and cinema buffs from around the country flock to Durham for a four-day festival of world-premiers, networking, and visual arts extravaganza.  More than 100 films are debuted at the festival every year, and few opportunities like this one exist for up-and-coming film makers to show their talents on such a large stage.  The festival is also an opportunity local business to hold events, showcases, and other galas to take advantage of the influx of visitors to the city center.

While Durham has historically been known for its tobacco production heritage, festivals like Full Frame give the city the opportunity to show the nation its deep artistic side.  The city of Durham has many unique facets that garner national attention.  Some, like the growing problem with gangs, drugs and poorly funded public schools, shed unfavorable light on the city.  However, Durham has also been able to foster many positive elements as well.  From great restaurants and pubs (Magnolia Grill, Four Square Restaurant, Elmo’s Diner), to renown schools (Duke University, N.C. School of Science & Math), to the increasingly popular Durham Bulls minor league baseball team (thanks, Kevin Costner), Durham is always making strides to show that the city has much to offer.

Using festivals like Full Frame to garner positive PR for the city, Durham is transforming itself into a quite, though bubbling center for artistic expression.  Bad publicity comes easily in larger cities, but the ability to generate positive PR in the face of other social issues takes work.  By providing artists with freedom and opportunity to hone and showcase their craft, Durham has given itself the opportunity to rise above inner city problems and let everyone see what the New South has to offer.

Photo Source: sleepneko

by James Schlegelmilch

Austin, Texas’ South By Southwest (SXSW) festival has grown in size and popularity every year since its inception in 1987.  What originally began as a music festival that hosted 700 registrants, now plays host to more than 12,000 acts, directors, and companies each March.  In 1994, the festival added its film and interactive components to become a three-part wonderland of up-and-coming talent and creativity.

This year’s festival hosted a number of Triangle bands, and now that the festival has ended, these bands are making their way back home playing numerous gigs along the way.  What’s even better is that they are bringing their friends with them.  As all of these bands head back to their respective homes throughout the Eastern U.S., the major highways that run through North Carolina are providing them with many opportunities to make pit stops, play shows and help boost the North Carolina music scene.

As the festival grows, it enables more and more bands to get the chance to showcase their music in front of the 17,000 (rumored 2010) attendees.  This year bands from across the state made the 1,300 mile journey for a chance to be seen and heard.  Local favorites such as American Aquarium, Bowerbirds and Hammer No More The Fingers are just a few of the dozens of local bands showcased at the festival that call the Triangle home.

In addition to those returning home, this past week has seen a number of well known acts travel through the Triangle.  Durham played host to names such as The Pack A.D., Los Lobos and Leo Kottke.  Carrboro saw sold out shows by The XX and JJ, and Chapel Hill showcased numerous bands at the many venues that line Franklin Street.

As SXSW builds in popularity, it has become a great chance for local acts to get their names into the national spotlight.  These bands are an excellent example of how to take a small push and turn that momentum into a great PR drive.  By announcing their appearances at the festival, these groups are developing a wave of excitement as they return home and hopefully turn that anticipation into more gigs and a larger following.

While SXSW has ended for this year, the festivities back home have yet to cease as many bands will continue to make stops in the area.  This week is full of chances to see your local favorites back at the venues where they got their start.  Get out and support your local music scene!

Photo Source: adria.richards

by Preston Kelly

Almost anyone can recognize the taste of a home-brewed beer – bitter, unique and almost always heavy.  Lucky for us, the Triangle is no stranger to these tasty ales.  And with such a selection at our fingertips, it’s hard to choose between them all!

The most recent addition to our lengthy list of breweries is the long-awaited Natty Greene’s Brewing Company, located in the Glenwood South area.  Its original location in Greensboro, N.C. has been popular among all ages for both their food and beer selection (for those of age).  Offering six year-round and six seasonal beers, this microbrewery is sure to become a local favorite!

With such a wide variety of local breweries down Tobacco Road, it is no wonder that Raleigh has been chosen for a fifth time to host the 2010 World Beer Festival!  This four-hour event features food from various local restaurants, live music and of course, beer tasting.

Breweries from Belgium to Wilmington, N.C. and everywhere in between are heading to Raleigh on Saturday, April 24 to take this PR opportunity and showcase their brewing skills.  Many of our own local breweries are making an appearance as well.

From Big Boss Brewing Co., Carolina Brewery, Lonerider Brewing Co., Top of the Hill Brewery, Triangle Brewing Co. to our newest Natty Greene’s, these breweries know what it takes to jump-start the enthusiasm of local beer-lovers.  And with national recognition from USA Today and Forbes.com, the World Beer Festival is sure to bring attention to the best of the Triangle breweries.

Four hours of beer, music, food and fun for only $40 bucks?  Sign me up!

Photo source: √oхέƒx™

by Minette Yao

Today’s generation is often criticized for having a short attention span.  According to some psychologists and neuroscientists, the explosion of social networking sites like Facebook, instant messaging, and blogging (especially compacted micro-blogging tools, like Twitter), is a detriment to society. The conventional complaint goes: with more and more people at their computers or in front of the television, we are quickly losing the ability to have real life conversations, and certainly not conversations about anything of substance. But wait.

Tonight in downtown, an event called Ignite Raleigh might just prove the experts wrong. Ignite is a sort of variety show—an evening of inspiring, creative, interesting talks and presentations—from members of the very generation accused. The idea is a bit like TED, another online draw that provides streaming videos (often around 20-30 minutes) of “riveting talks by remarkable people” (TED’s motto). The difference is that Ignite is local—attended, presented at, and lead by people interested in hosting and participating at one in their city or town. More importantly, the talks only last five minutes.

Individuals are allowed to share their passions at an Ignite event informed by the motto, “Enlighten us, but make it quick.” Presenters are given five minutes to talk, with 20 slides up for 15 seconds each. Talk about a short attention span!

This will be Raleigh’s second Ignite event, with a total of 15 presentations given within 2 hours (from 7-9pm) by community speakers and featured speakers alike (including a WRAL meteorologist and Miss NC USA 2010). The topics range from “20 Rules for Start-Ups”  to “Why the Triangle is America’s Hotspot for Way Cool Houses” to “NerdGirls Unite! Fact: Women Don’t Have to Be Lame.”

For those interested in opinions from the social media savvy, a few of these talks might catch your attention:

“What happens to your digital identity after you die?”; “All media is social. You are no expert. Go read McLuhan”; and “Anti-Social Media: Breaking Connections for Fun and Profit.”

… even if only for five minutes. The @Ignite Raleigh event is also all over Twitter (#igniteraleigh), if you just can’t focus for that long.

Photo source: Ted Leung

By James Schlegelmilch

This past Friday more than 150 participants at a Raleigh YMCA Youth and Government conference fell ill, with complaints of stomach cramps, nausea, diarrhea, vomiting and headaches.  Originally five of the 150 needed to be hospitalized, while a sixth was taken to a local area hospital a day later.  The conference was intended to be a role-playing event where high school students from across the state were taught how public policy is developed.

The symptoms described by more than 150 of the 1,000 participants closely resembled food-borne illness.  The symptoms began to arise hours after the conference was treated to a catered dinner on Friday evening.  As of Saturday, the catering company, Centerplate, was unable to be reached for a comment at both their Raleigh N.C. office, and their Stanford, Conn. headquarters.

Good crisis PR dictates that in order to handle this type of a situation a leader must step forward and take ownership of the problem. It must appoint a spokesperson to tell the truth, tell it fast and the organization must take steps to correct the problem and let everyone know what those steps will be.  This event occurred on Friday evening, and calls placed to the company on Saturday were neither answered nor returned.

Centerplate should have appointed someone to handle media relations at the outset of this development. It was almost two days before the company’s vice president came forward, yet said only that his company has “very strict policies and procedures to ensure the health of our guests,” neither confirming nor denying any aspect of the story.  Centerplate finally got it right when, on Sunday, the spokesperson said that they are complying with the health department’s inquiry while conducting an internal investigation of their own.

Public record shows that the Centerplate kitchen had been docked 18.5 points during health department inspections over the past year, with their last inspection just two weeks ago.  Should more of the students need hospitalization, become even more ill or the company health record be brought to light, will Centerplate have the crisis PR skills needed to overcome such a predicament?

Let us know what you think in the comments.

Photo: SuziJane

By Kelley Brackett

Sunday’s Superbowl brought home big bucks, not only for the New Orleans Saints’ owner Tom Benson, but also for a North Carolina company, Five Point Productions.  For a second year, the Raleigh-based company gained national attention for a Doritos spot, “Underdog,” one of four ads to air.  The spot featured a Doritos’ loving Labrador, Rosie, who used her anti-bark shock collar to steal a bag from her taunting owner.   Kudos to both companies for capitalizing on user-generated content.

First, to the Doritos brand for putting a price tag on quality user-generated content.  Since YouTube’s unveiling in 2005, users have flocked to post videos that generate, sometimes thousands of hits per day.  Doritos, noting the trend, decided to capitalize on the phenomenon by asking individuals to submit content for Superbowl ads beginning in 2007 for its “Crash the Superbowl Contest.”  Fast forward to 2010, Doritos’ user-generated ad, “House Rules”, was hailed as the top spot by TiVo.

The Doritos brand is revolutionizing the marketing process by asking individuals to submit content for cash prizes.  Through relinquishing power to the audience, Doritos is tapping into the resource that knows them best–their consumers.  By asking fans to create content on small budgets, Doritos can take the backseat in the marketing process, while still reaping the benefits for a fraction of the cost. The brand has seemingly created a win-win situation by utilizing a unique marketing strategy.

Five Point Productions answered the brand’s call by producing yet another winning ad, although it received second place, the group won $600,000 and national recognition.  With such award-winning creativity and local talent  found in our own backyard, maybe “Raleighwood” is a more fitting name?

Photo Source: mattieb

By Audrey Beckett

Valentine’s Day is the holiday that inspires perhaps the widest range of emotions. Some see it as a romantic holiday to look forward to while others find it depressing. A number of Raleigh area organizations have decided to make the holiday about more than dates, flowers and chocolate and use it as a chance to do some good in the community.

The following organizations deserve recognition both for the impact they are making in the community and the PR savvy they demonstrate by using this holiday as an opportunity to gain positive coverage and see optimal fundraising results.

Cameron Village

Cameron Village has partnered with WakeMed Heart & Vascular Associates to increase awareness about heart disease through the Love Your Heart campaign. From Feb. 1-14, customers spending $250 or more in same-day purchases at Cameron Village shops will receive a free gift as well as a certificate for a free total and HDL cholesterol test and blood pressure check at WakeMed. Cameron Village also features a home page link to information about heart disease and encouragement to speak with a doctor to learn more.

Arc of Wake County

The Arc of Wake County will host the No Hassle Valentine’s Ball on Saturday, Feb. 13 from 7 p.m. to 11 p.m. at Raleigh’s Cardinal Club. The ball will feature a dinner and dessert buffet, an open bar, dancing, silent and live auctions and complimentary flowers and chocolate. Tickets are $90 per person or $170 per couple. The Arc of Wake County is a nonprofit dedicated to helping those with developmental disabilities achieve their life goals.

Carolina Hurricanes

In celebration of Valentine’s Day, the Carolina Hurricanes are partnering with St. Baldrick’s Foundation, an organization that raises funds for childhood cancer research. Thursday, Feb. 11’s game against the Buffalo Sabres is St. Baldrick’s Night. The Hurricanes will give away 100 free tickets to individuals who shave their heads on the arena’s front lawn prior to the game in solidarity for children fighting cancer.

The holiday’s focus on love presents a unique opportunity for philanthropic efforts. Even organizations, such as the Carolina Hurricanes, who aren’t seen as catering to a romantic crowd, can find ways to optimize their community outreach efforts by scheduling them around Valentine’s Day.

These businesses’ unique events are examples of smart public relations planning. The ability to make the most of the opportunities at hand is a key component of good PR.

Photo Source: aussiegall