Effective PR requires two critical elements: knowing your audience and the ability to accept reality. Too often brands, celebrities and companies misidentify customer sentiment and lose any opportunity to create good will by being tone deaf, arrogant, or dishonest. (Or, in the case of Lance Armstrong, all three.)
So kudos to the Seattle Police Department, which—as we reported last week—implemented a uniquely audience-specific, creative and realistic Twitter campaign in anticipation of last weekend’s very public Hempfest. The celebration came on the heels of a ruling that legalized marijuana in the state of Washington last fall.
Knowing the penchant stoners have for snack foods, the Seattle Police Department handed out 1,000 free bags of Doritos sporting stickers informing participants that they shouldn’t drive while high or give weed to minors and—oh yeah—don’t forget to have fun, either. This isn’t polished marketing Geico green lizard PR. This is true public relations outreach. Here is the message the Seattle PD conveyed: We get you. Read more