{"id":11300,"date":"2015-02-16T16:57:09","date_gmt":"2015-02-16T21:57:09","guid":{"rendered":"http:\/\/www.mgb2b.com\/blog\/?p=11300"},"modified":"2016-07-05T11:02:12","modified_gmt":"2016-07-05T15:02:12","slug":"never-mix-politics-b2b-publicity-stunt","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/never-mix-politics-b2b-publicity-stunt\/","title":{"rendered":"Never Mix Your Politics with Your B2B Publicity Stunt"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11312\" src=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2015\/02\/b2b-publicity-stunt.jpg\" alt=\"How to execute a B2B Publicity Stunt\" width=\"575\" height=\"348\" \/><\/p>\n<p>Want to generate some positive PR for your biotech\u00a0brand and endear yourself to the local workforce? \u00a0Here&#8217;s one way <em><strong>not<\/strong> <\/em>to execute a <strong>B2B\u00a0publicity stunt<\/strong>:<\/p>\n<p>Recently, here in Connecticut, a local biotech manufacturer actually decided to <a href=\"http:\/\/www.myrecordjournal.com\/news\/latestnews\/6909468-129\/governors-snub-causes-company-to-halt-expansion-in-meriden.html\" target=\"_blank\">halt its proposed expansion plans in the state<\/a>\u00a0simply because &#8211; <em>whether\u00a0intentionally or not<\/em> &#8211; Connecticut\u2019s governor\u00a0didn&#8217;t use their product.<\/p>\n<p>As the story goes, Governor Dannel Malloy received a flu shot made by an overseas company\u00a0instead of an alternate flu vaccine developed by Meriden, CT-based Protein Sciences Corp. \u00a0In response to this, Protein Sciences Corp&#8217;s president Don Adams went on the record, claiming &#8220;<em>the governor\u2019s actions have left Protein Sciences no choice but to go to New York<\/em>.&#8221; \u00a0Sounds like a joke, right? \u00a0It&#8217;s not. \u00a0He&#8217;s serious.<\/p>\n<p><!--more--><\/p>\n<p>At the end of the day, what this does sound like is that Mr. Adams is using Governor Malloy&#8217;s &#8220;misstep&#8221;\u00a0as part of a poorly orchestrated\u00a0attempt at generating some press for his\u00a0company.\u00a0 Unfortunately, the old adage that \u201cany press is good press\u201d does not apply here. (For the record, I&#8217;ve said it before and I\u2019ll say it again: <a href=\"http:\/\/mascola.com\/insights\/twitter-for-brands\/\" target=\"_blank\">never mix politics and\u00a0business<\/a>.)<\/p>\n<p>When navigating the waters of publicity and promotion, B2B brands should keep the following critical factors in mind:<\/p>\n<ol>\n<li><strong>Have a goal<\/strong> &#8211; What are you looking to accomplish? Whatever it is, make sure it is clearly defined beforehand.<\/li>\n<li><strong>Have a strategy<\/strong> &#8211; How are you going to achieve the above goal? Spray-and-pray is not an option here. Having a tactical strategy will enable you to ensure that your message gets in front of the right audience.<\/li>\n<li><strong>Have a plan for addressing the media<\/strong> &#8211; A well-executed B2B publicity stunt will likely draw some coverage (print\/online, TV, radio, etc.) Have a designated spokesperson who is trained on how to properly respond to inquiries &#8211; specifically those surrounding your planned stunt.<\/li>\n<li><strong>Have a spin<\/strong> &#8211; As the saying goes: <em>The best-laid plans of mice and men often go awry<\/em>. \u00a0You&#8217;ve generated the buzz, but what if your strategy\u00a0backfires or doesn&#8217;t produce the desired result? Always, be prepared to spin it into a positive.<\/li>\n<\/ol>\n<p>At this juncture, Protein Sciences Corp has probably reached the stage where\u00a0it&#8217;s time to start spinning\u00a0and begin damage control on\u00a0their <strong>B2B publicity stunt<\/strong>\u00a0\u00a0&#8211; before they\u00a0begin to alienate customers and prospects look in other directions.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Want to generate some positive PR for your biotech\u00a0brand and endear yourself to the local workforce? \u00a0Here&#8217;s one way not to execute a B2B\u00a0publicity stunt: Recently, here in Connecticut, a local biotech manufacturer actually decided to halt its proposed expansion plans in the state\u00a0simply because &#8211; whether\u00a0intentionally or not &#8211; Connecticut\u2019s governor\u00a0didn&#8217;t use their product. [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[101,103],"tags":[186,187,184,181,183,180,182,185],"class_list":["post-11300","post","type-post","status-publish","format-standard","hentry","category-consider-this","category-marketing-strategy-2","tag-b2b-public-relations","tag-b2b-publicity","tag-biotech-marketing","tag-damage-control","tag-political-agenda","tag-politics","tag-public-relations","tag-publicity-stunt"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Never Mix Your Politics with Your B2B Publicity Stunt || Mascola B2B Marketing<\/title>\n<meta name=\"description\" content=\"Read an example and learn some key factors to keep in mind when executing a B2B publicity stunt.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mgb2b.com\/blog\/never-mix-politics-b2b-publicity-stunt\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Never Mix Your Politics with Your B2B Publicity Stunt || Mascola B2B Marketing\" \/>\n<meta property=\"og:description\" content=\"Read an example and learn some key factors to keep in mind when executing a B2B publicity stunt.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mgb2b.com\/blog\/never-mix-politics-b2b-publicity-stunt\/\" \/>\n<meta property=\"og:site_name\" content=\"Mascola B2B Marketing Blog, B2B Advertising Agency\" \/>\n<meta property=\"article:published_time\" content=\"2015-02-16T21:57:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-07-05T15:02:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2015\/02\/b2b-publicity-stunt.jpg\" \/>\n<meta name=\"author\" content=\"Vin DiGioia\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vin DiGioia\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mgb2b.com\/blog\/never-mix-politics-b2b-publicity-stunt\/\",\"url\":\"https:\/\/www.mgb2b.com\/blog\/never-mix-politics-b2b-publicity-stunt\/\",\"name\":\"Never Mix Your Politics with Your B2B Publicity Stunt || Mascola B2B 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