Tell Hetrick

It’s not what Jesus or John Adams would do

Published

on September 8, 2010

. 9 Comments

by Bruce Hetrick

On TV this morning, there was a story about Americans opposed to a mosque near ground zero—the site of the former World Trade Center in New York City.

The story featured Americans who said that if the mosque were built, they would blow it up.

There were Americans calling on other Americans to burn the Koran.

There were Americans proclaiming ours a Christian nation; others need not apply.

There was mention of a 21-year-old film student who asked his Manhattan cab driver if he were Muslim. When the driver answered yes, the passenger stabbed him several times, nearly killing him.

Those opposed to the mosque near ground zero have a constitutional right to speak freely against it.

But in exercising that right, they must recognize that the same constitution that protects their free speech also ensures Muslims the right to worship freely and prohibits the U.S. from establishing a state religion—Christian or otherwise.

I don’t know how to prevent terrorists proclaiming membership in radical Islam from hating us. But I’m certain that burning books of faith, denying religious freedom, stabbing a person for his religious beliefs and threatening to blow up a religious site—all in the name of patriotism and Christianity—are not representative of the civility our Founding Fathers or Jesus had in mind.

Should we use our rights to deny others theirs?

Confessions of a shopaholic

Published

Hetrick

on September 1, 2010

in Communications

. 4 Comments

By Tricia Parrott

Like the narrator of the funny Shopaholic series of books, I could introduce myself by saying, “I’m Tricia and I’m a shopaholic.” Cosmetics, jewelry and purses are my drugs of choice. Department stores, drugstores and discount stores are home to my retail therapy sessions.

This diversion (dare I say addiction?) puts a bit of a strain on my pocketbook. I’ve often thought of ways that I might be able to turn this habit into a job. Perhaps a career as a personal shopper for wealthy clients?

But then I heard about a new trend known as “haul videos.” Enthusiastic shoppers film their shopping spree hauls and share them with the world via YouTube. With more than 110,000 haul videos on YouTube generating millions of views, these videos are proving lucrative for savvy shoppers because video bloggers are scoring sponsorships, product deals and big money from YouTube partnerships.

Have I found a way to cash in on my shopaholic tendencies? Celebrities and survivors write books, movies and songs about their addictions and obsessions. Why shouldn’t I profit from mine?

I can’t wait to tell my husband.

Everything I need to know about social media I learned from Peyton Manning

Published

Hetrick

on August 30, 2010

in Communications

. 0 Comments

By Kate Pell

In a blog originally posted by the Hoosier chapter of the Public Relations Society of America, Hetrick’s own Kate Pell recently explained how social media is like football.

The Colts are back in business, and their work on the field parallels Hetrick’s advice to clients who are considering social media campaigns.

Practice, practice, practice. Anyone can throw a ball, but throwing it well and making it count takes practice. Peyton didn’t get his laser-rocket arm by accident. Likewise, practicing your writing, proofreading your copy and researching your audience before you hit “send” will lead to a more trusted and successful social media campaign.

Playbook v. audible. Before every coin toss, players review that game’s playbook. The playbook outlines who will be where for each play and how the play will proceed. But when the clock is winding down and something unexpected occurs, being able to call an audible—an improvised, last-minute play—can win or lose the game. Outlining a plan for your social media efforts is important, but being able to adjust the plan at a moment’s notice is vital. Hope for the best, but plan for the worst.

Run v. pass v. kick. Each play is different, but they all serve one goal: to get the ball down the field and score points. Social media also needs to serve a goal. At Hetrick, we stress to our clients the value of identifying a tangible, measurable goal. “Creating awareness” is not a goal. “Increasing sales by 5%” is. Each communication effort—social media or not—needs to put you closer to that goal. How you run toward that goal can take different forms—a news conference, an e-blast, a tweet. But spend your resources only on those plays that move you closer to the goal line.

Commercial breaks. Peyton Manning makes a lot of money playing for the Colts, but the real money lies in his endorsements. Having someone—especially someone of importance—share your message is gold. Retweets, links to your blog and liking your Facebook page help to verify your message and build a trusted network of followers.

Protecting the family jewels. Protective gear keeps players safe, and having the proper protections in place for your social media efforts keeps your messages healthy. Setting guidelines for your employees and stakeholders about their use of social media protects your brand. In other words, a social media policy is the athletic cup of a social media plan.

With social media, it’s tempting to go for the Hail Mary—tossing up a prayer and hoping it’s caught by someone wearing a horseshoe. More often though, the prayers are dropped or picked off, that’s Curtis Painter social media…not Peyton Manning.