When OutKast encouraged listeners to “shake it like a Polaroid picture” we all sang and danced and, indeed, shook it. Remember?
But representatives of the Polaroid brand were either not amused or, in a stroke of genius, saw an opportunity to get some earned media attention, when they distributed a media pitch, urging fans not to shake Polaroid pictures.
LONDON, England (Reuters) —OutKast fans like to “shake it like a Polaroid picture,” but the instant camera maker is warning consumers that taking the advice of the hip-hop stars could ruin your snapshots.
OutKast’s number one hit “Hey Ya” includes the “shake it” line as a reference to the motion that amateur photographers use to help along the self-developing film.
But in the “answers” section on the Polaroid Web site, the company says that shaking photos, which once helped them to dry, is not necessary since the modern version of Polaroid film dries behind a clear plastic window.
The image “never touches air, so shaking or waving has no effect,” the company said on its site. “In fact, shaking or waving can actually damage the image. Rapid movement during development can cause portions of the film to separate prematurely, or can cause ‘blobs’ in the picture.”
A Polaroid spokesman added: “Almost everybody does it, thinking that shaking accelerates the development process, but if you shake it too vigorously you could distort the image. A casual shake typically doesn’t affect it.”
Polaroid said its film should be laid on a flat surface and shielded from the wind, and that users should avoid bending or twisting their pictures. Of course, “lay it on a flat surface like a Polaroid picture,” doesn’t sound nearly as cool.
Thirteen years later, it’s still one of my favorite PR/media moments of all time. What are your favorites?
Charlottesville, Virginia is in the national news again. Reporters are already descending upon our city and it’s likely you’ll see and even recognize some of them. Here’s what to do:
If a reporter asks you if you’d like to be interviewed, either accept or decline, but do so respectfully. This is a person doing a job.
If you agree to an 0n-camera interview, look at the reporter, not the camera. Speak in short sentences and be mindful of not using local jargon. A national audience doesn’t know what “the mall” or “the corner” is, for example.
You will be asked to supply your name and spell it. Just FYI. This is not the time to be anonymous or give a false name.
If you are nervous, upset, happy, excited — feel free to use those words to describe how you feel about what’s going on. You could be the face of the story at hand and your feelings are what the media will want to share — about whatever is happening in the moment.
Represent your city! We’re all proud of Charlottesville. This is our chance to let the nation and even the world know about our home. Think now, before you have the opportunity to speak, about three things you want the world to know about Charlottesville. For me, it’s a beautiful place, there’s much to do, and the people are, by and large, friendly and welcoming.
What’s the main message you want to get across? Make it short. Write it down. Practice it.
Don’t put your desire to be on television or in the newspaper above your personal safety. It’s not worth it. Get your 15 minutes of fame some other time, for something else.
Seasoned PR people and journalists know what makes something news, and what doesn’t. We all hate to see any kind of brand or organization wasting time spinning its wheels pitching news that isn’t newsworthy. What makes something news? Check it against these eight standard news values:
Even if you’re clear on what value your pitch holds, you may struggle. “Is it enough?” In fact, it’s better for a story to have proximity, for example, AND unusualness. Conflict AND timeliness. Prominence AND human interest. More value leads to greater likelihood your story will get picked up. If you’re still unclear, scan through a list of headlines in your local paper or favorite online news source (local news may have more diversity in values than that on the national or global level) and see if the values jump out at you.
It’s not hard to see how this happened: Virginia goat cheese producer Caromont Farm advertised on its Facebook page a need for volunteers to snuggle baby goats. People responded in droves, eager to get some goat love, and the story, adorably enhanced with tiny cable-knit sweater wearing kids, got picked up everywhere, like Buzzfeed, and ABC News, The Washington Post and The Today Show; pretty much a media relations slam-dunk if I ever saw one, and not even what the little farm intended! No need to apply for goat snuggling this season, but the farm has scheduled a Goatapalooza for anyone who still needs their goaty fix.
We love the attention it’s getting, though because our client Cavalier Produce is a distributor of Caromont Farm cheeses, supplying local restaurants with it, and another client of ours uses goat’s milk for another purpose: Wynott Farm sells goat’s milk soap. Goats are getting their day, for sure!
I’d be remiss if I didn’t point out that local NBC affiliate WVIR-TV NBC29 covered the story first, largely responsible for setting off the avalanche of media coverage. Also, it appears (as of January 14, 2016 at 2:00PM Eastern, that Caromont Farm has deleted or unpublished their Facebook page, a sad footnote on how small businesses are often unprepared for a big wave of attention.