The media loves a good human story

Especially now, people are desperate for some good news. Giving back can get you in the news and even ‘trending’ on social media.

Domino’s

Take Domino’s, for example. Domino’s launched their famous PR campaign in 2018 called ‘Paving for Pizza’. Essentially, Domino’s funded the repair of potholes in a few American cities. Domino’s explained pothole-covered roads damage take-home pizza, so by fixing potholes, delivered pizzas would not be ruined. All you had to do was nominate your pothole that needed fixing on social media.

Eventually, people started to notice their formerly bumpy rides home from work were now smooth- they stopped having to hold their coffee in place while driving over some rough road spots. And they knew exactly who to thank. Why? On top of these repaired potholes laid a stencil of Domino’s logo. Soon, Domino’s went viral. The campaign was featured on USA Today, NBC’s Today show, The Late Late Show with James Corden, Bloomberg, and The Washington Post. The campaign received more than 137,000 pothole nominations in just a few months. By giving back, Domino’s captured the attention of national consumer outlets and gained a huge boost to their social media following.

Customers prefer companies that give back

Although we can’t say for certain how much these PR campaigns increased brand awareness and sales, we can tell you that nothing unites a consumer base like a common cause to rally around. In fact, the inc.com found that 85% of consumers “have a better outlook on and prefer businesses and brands that support a charity they care about.” Further, the charitable work of a company differentiates a business from their competitors. The inc.com continues that this is more effective in times of crisis as consumers and businesses are moved by tragedy and inspired by those helping the situation improve. When customers and clients believe their purchase of a specific product has a meaningful impact, they will be more likely to return to your brand again. Giving back can help increase consumer loyalty and thus cultivate highly profitable relationships.

Nike

Nike is a great example. During the COVID-19 crisis, Nike repurposed sneakers to make face shields for healthcare workers in need of crucial personal protective equipment (PPE) supplies. Not only did this mission help healthcare workers stay safe, it also helped Nike build its brand awareness as Nike was featured in various media outlets like CBS news and more.

Americold

Americold is another example. Americold, the world’s largest publicly-traded owner and operator of temperature-controlled warehouses, partnered with Feed the Children, a leading nonprofit focused on alleviating childhood hunger, to support COVID-19 relief for families in crisis. Americold helped families have a little less worry regarding the whereabouts of their next meal. In addition to benefiting the community, Americold’s commitment to giving back got them some eyes from media sources who were quick to publish this unique story because it was a welcome escape from the “gloom and doom” news we have seen a lot of lately. To view this story from reputable media sites, click here or here.

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Alpine Communications is committed to supporting businesses through this unprecedented time. Alpine Communications cares about your business and will implement the best PR strategy to get the word out about it. Schedule a call with Alpine Communications.

So, if your business is in the food and beverage industry, I would greatly appreciate it if you could take about 10-15 minutes to fill out the survey attached before November 27th. Simply click here or use the link attached below to begin the survey.

Survey Link: https://forms.gle/XZTBUPv2n7BcTymt5

If you have any questions, please email me at rhea.singi@wheelermagnet.com

Thank you very much!

More people are reading the news right now.

It is not just you who is glued to the news right now. Checking online sources, watching T.V., pulling out the newspaper, have all become a habit for many of us in recent days. And this hunger for information and entertainment makes sense. The COVID-19 situation changes on an almost hourly basis. States are lifting lockdowns, businesses are imposing new regulations, and people are relying on the news for some information and context. Not to mention, people just have more time on their hands. With social distancing measures, more people are at home with nothing but media to keep themselves entertained and informed. This means there are more eyes on media which is why now is the perfect time to get some PR help for your business. Having your business story featured in the media now is more impactful than ever. More visibility and awareness for your brand leads to more sales opportunities and profitability for your business.

Media want good news

Feeling tired of seeing “bad news” everywhere, all the time? You are not alone. In a time where every day seemingly brings a new devastating headline, people are hungry for some good news. Who wouldn’t be?

In fact, Google searches for “good news” have reached record numbers during this pandemic. David Beard, the executive editor for newsletters at National Geographic, explains how people are craving good news. He further states that the demand for good news currently is unlike anything he’s seen before. He goes on to say, “People are looking for a reason to go on.”

If your business gives back to the community, now is the time to let people know. People want to know. Your charitable work is just the headline media outlets are looking for to provide their readers’ some sort of feel-good news relief during these tough times. PR firms will get your story into these media outlets.

Our client, Americold, the world’s largest publicly-traded owner and operator of temperature-controlled warehouses, partnered with Feed the Children, a leading nonprofit focused on alleviating childhood hunger, to support COVID-19 relief for families in crisis. With our PR expertise, we were able to get this story to the right media sources who were quick to publish this unique story because it was a welcome escape from the “gloom and doom” news we have seen a lot of lately. To view this story from reputable media sites, click here or here.

‘Good news’ is not limited to just charitable work. If your business has a product that could make life in a pandemic a little bit easier, the public wants to hear about that too. Take our client, Lathem, for example. COVID-19 has forced many businesses to embrace contactless solutions. Lathem’s facial recognition clock, FaceIN, makes going contactless so much easier as it can reduce infections when workers clock in and out. While traditional time cards are petri dishes for germs, Lathem’s FaceIN is the hygienic solution. With Alpine’s PR expertise, we were able to spread the word about Lathem’s touchless solution to the businesses who want to keep their employees safe. Check the story out here.

Communication is more important than ever.

In this corona virus age, it is imperative that businesses are clear and thoughtful in their communication with employees and customers especially as states are reopening and policies are changing. Although the public is understanding, they still expect your business to be honest and clear. The message your business sends now will have a lasting effect on external and internal shareholders. PR practitioners are communication experts who you can trust to convey that influential message in a way that builds, protects, and strengthens your business’s reputation.

Now that you know your business could benefit from PR expertise, take a look at our tips on how to pick the right PR firm for your business by clicking here.

Alpine Communications is committed to supporting businesses through this unprecedented time. We care about your business and will implement the best PR strategy to get the word out about it. Schedule a call with Alpine Communications.

– Rhea Singi, Intern, Alpine Communications

Since March 2020, we have been in unprecedented times that have impacted employees and employers across the country. From face masks to social distancing to Zoom calls, life as we know it is not the same. 

Unlike many industries that could have their employees work from home, the food industry is essential, so many of the front-line workers had to work in production, food processing and cold storage. News stories ranged from food shortages to COVID-affected employees to virtual trade shows. 

Alpine client Hiperbaric, the world leader in high pressure processing, continued its operations in Spain, building world-class HPP equipment for food processing. But many of their customers had to pivot from ramping up production for some products to keep up with demand to reducing others.

Podcasts and webinars became a way to communicate information to customers. Hiperbaric began their own series of podcasts featuring scientific experts discussing the benefits of HPP. Webinars became an important PR tool to get the word out in the absence of in-person meetings. 

In the podcast UnPACKED with PMMI, a leading food processing and packaging trade organization, I shared a blueprint for dealing with media during a pandemic, as well as communicating once we reach our new normal. Many media organizations turned to podcasting to share information that they would have shared at in-person meetings. UnPACKED, for example, was created when the Cold Pressure Council had to cancel its HPP meeting. 

Despite COVID-19, companies continued to get the word out about their products and services. But they needed to be mindful of not sounding tone-deaf to the pandemic. In this podcast, I discussed the balancing act of being relevant yet sensitive when dealing with the media during a crisis.

Listen here.

High pressure processing (HPP) is becoming increasingly popular for food and beverage manufacturers who want to keep their food safe, nutritious and tasting great. 

What is HPP?

High pressure processing (HPP) is a food safety solution that inactivates harmful foodborne bacteria, while maintaining a food’s quality, nutrition and freshness. It also serves up additional benefits like clean label and extended shelf life.

As consumer demand for fresh-tasting foods and beverages continues, HPP is quickly gaining ground in the U.S. and worldwide. The global high pressure processed food market reached approximately $9.8 billion in 2015 and is expected to reach a market value of $54.7 billion in five years, according to a May 2019 study in Food Research International. By 2015, more than 300 plants were installed in the world where more than 500,000 tons of food were produced by HPP, representing 27 percent in meat, 27 percent in fruit and vegetables, 20 percent in dairy and egg products, 14 percent in beverages and juice and 12 percent in seafood., according to the study.

Many food manufacturers are using HPP as an alternative to heat pasteurization for refrigerated foods and beverages. In addition to food safety, HPP enables shelf life extension, as the process eliminates microorganisms that spoil food and make people sick. This is good news for food manufacturers, retailers and consumers. 

How does HPP work?

“High-pressure processing takes ready-to-eat foods, already in their final packaging, surrounds the packages with water, then subjects them to isostatic pressure up to 87,000 pounds per square inch – more than six times the pressure of the Mariana Trench, the deepest ocean trench on Earth,” according to Cornell University, which uses a Hiperbaric 55 at Cornell’s New York State Agricultural Experiment Station in Geneva, N.Y. Cornell’s HPP Validation Center studies the effect of HPP on food.

HPP is best suited for fresh, ready-to-eat foods like cold-pressed beverages and juices, deli meats, guacamole, dips and salsa, hummus and dairy foods. Other uses include baby food and even pet food. 

What are the advantages of HPP?

Currently, the most common process used by food manufacturers to kill harmful pathogens like listeria, salmonella and E. coli involves heat treatments. But that’s doesn’t work well for fresh foods like juices, wet salads, deli meats and dips, because heat changes the food’s flavor, texture and some nutritional components, according to Cornell. For this reason, HPP has become the preferred food safety method of choice.

There are a few main manufacturers of HPP machines, including Hiperbaric, Avure, ThyssenKrupp AG and a few others. Hiperbaric is the world leader in HPP technology and HPP equipment, with 60 percent market share. According to Hiperbaric, HPP’s main advantages include:

• Ensures fresh food qualities. HPP allows foods to have that homemade taste of freshly squeezed juice and homemade 
• Destroys pathogens (Listeria, Salmonella, Vibrio, Norovirus, etc.). Food safety and exportation.
• Extends product shelf life. Lower returns, improved customer satisfaction.
• Reduces drastically overall microbiological spoiling bacteria. Higher quality along shelf life.
• Avoids or reduces the need for food preservatives. Clean label foods (Natural/Additive Free).
• Creates new innovative foods. Products that cannot be thermally treated can now be High Pressure Processed: Innovation and competitive advantages
• Enables extracting crustacean meat without boiling: Higher yields, fresh flavor, minimum hand labor
• Only needs water (which is recycled) and electricity: Environmentally friendly.

HPP History

High pressure processing has been around since the 1800s, but only recently has become more widely used. HPP was named after Blaise Pascal, a 17^th century French scientist who studied the effects of pressure on liquids. For this reason, high pressure is sometimes referred to as pascalization.

The first experiments using pressure on microorganisms were recorded in 1884, including studies on preventing milk from spoiling. Other experiments were conducted in the 1900s but were met with mixed success. 

One of the early pioneers of HPP technology was Hiperbaric, the world leader in HPP equipment and technology, which invented the horizontal HPP machine design that is in use today. So innovative was its design that the company was awarded the Edison Award recognizing innovative research and creativity. 

HPP machines come in different sizes for small to large-scale food productions. Packaging is of utmost importance for HPP as it must undergo high pressure and water. 

High pressure processing machines can be purchased by food manufacturers directly or many companies use tollers, or third-party providers, to HPP their foods.

Where can you find HPP foods?

Stroll through your favorite supermarket and you will find many HPP foods. In the fresh juice aisle, you will see organic, cold-pressed juices like Suja that boast organic and natural ingredients. In the dips and sauces aisle, you will find Good Foods guacamoles, salsas and hummus. In the deli section, you may find Applegate products that are HPP’d, such as its Oven Roasted Turkey Breast.  

New HPP juices and foods are coming on the market in the U.S. and across the world every day, from New Jersey to Singapore. Consider HPP almond milk, HPP smoothies made with chicken protein and even HPP basil – the sky’s the limit. Love lobster? There’s a company in Maine that uses HPP to deshell and process lobster humanely. 

Future of HPP

The future of HPP looks bright, as food and beverage manufacturers look for ways to produce foods with fewer preservatives. 

A growing movement is underfoot to educate retailers and consumers about HPP. The Cold Pressure Council is an industry organization that is doing just that and is encouraging companies to apply for the High Pressure Certified seal so that consumers will look for the HPP label. The Council holds industry events to educate food and beverage companies and others about the benefits of HPP.

Today, some of the newer uses of HPP are baby food and pet food. Many may remember actress Jennifer Garner taste-testing baby food in her promotion of her baby food company, Once Upon a Farm, on the Ellen Degeneres Show. Once Upon a Farm uses HPP for its baby food to maintain the freshest ingredients. Also, companies like Steve’s Real Food are employing HPP for their raw pet food.

There’s no doubt about it. One day, HPP will become a household word like organic, natural and GMO-free, as more people learn about this amazing food processing solution. 

Alpine Communications is proud to represent the leader of the HPP industry, Hiperbaric.

1. Social Media

Social media platforms may be a way to post pet photos, announce your children’s accomplishments or proclaim your political opinion, but it’s much more than that. For companies, it’s a way to establish credibility and thought leadership, and amplify your message. Twitter, Instagram and Facebook can all be great media outlets to build your company’s visibility. However, the key is to keep everything short and interesting.

Here are some different social media platforms to help boost your business-

Twitter- On twitter you are allotted 140 characters. Although that may seem brief, it’s a great way to practice conveying a message succinctly. Also, remember to use hashtags at the end of your tweet to be found in searches. Adding a link to the tweet provides an additional source that your audience can easily access.

Facebook- this is the most used social media outlet because it’s used by all generations. Having a Facebook presence can help further reach your key audience and help with your brand awareness for your company. Many businesses use Facebook to help advertise a new campaign they are working on or to connect to the audience by responding in a timely matter to comments.

LinkedIn- this is another effective social media tool because it can help strengthen your internal and external communications. Daniel Roth, LinkedIn executive editor, recently said, “The best of them (businesses) are actively encouraging their employees to get their voice out there- by supporting their writing, suggesting content for them to comment on and sharing or making suggestions of what people might want to tackle and then curating and sharing the posts.”

LinkedIn allows you to write articles directly on their site, which is a useful thing especially if your website doesn’t have a blog. It gives you a voice to be a thought leader and share useful information. Also, unlike a blog that sits on your website, a LinkedIn article is likely to be seen and shared by many of your contacts.

2. HootSuite

HootSuite is a social media management tool that allows users to schedule when they want to post updates to their different social media platforms. In today’s world, it’s easy for social media to turn into a full-time job, but with HootSuite, you can allot the time you would’ve spent planning your social media posts to more business-orientated work. Streamlining your different social media platforms into one system can save you time because instead of posting on five separate platforms, HootSuite allows you post on all platforms at once. They offer both free and paid versions. https://hootsuite.com/.

3. Press releases

Press releases can be a valuable tool when used correctly to help boost your company’s public relations. Some helpful tips when writing a press release are: make a headline that pops, compile information so it is short and sweet, use a powerful quote (or two), add some visual content and use online distribution services to increase visibility and create backlinks. The right press release can help gain new audience and potential clients for your company.

There are many press release distribution services, including PR Newswire, BusinessWire and PR Web, which are paid services. PR Web has a low entry fee – as low as $99 per release http://service.prweb.com/home/. Free services also are available, including www.prlog.com. And, of course, social media can be used as another free distribution tool.

4. HARO- Help a Reporter Out

HARO is a sourcing service that connects journalists and bloggers with expert sources to meet journalists’ deadlines and enable brands to tell their stories. Each year, HARO distributes more than 50,000 journalist queries from different media outlets. The pitching process allows sources to find topics related to their area of focus while allowing journalists and bloggers to spend more time writing and less time sourcing. https://www.helpareporter.com/.

5. Bylined Articles

Do you have important information to share with consumers or other businesses? A bylined article gives you credibility and thought leadership like no other platform. Decide what topics would be interesting to your audience, develop an outline and then draft the article. Then think about what media outlets would be interested in publishing your article. It could be a community newspaper, blog or industry publication. The most important thing is to be familiar with the publication you are contacting. Look for special sections or columns that are recurring. When you’re submitting your article, acknowledge that you have read the publication and types of articles they publish and talk about why you think your article would be useful to their readers. Alpine Communications uses bylined articles in its toolbox.

6. Speaking engagements

Speaking engagements are a great way to get visibility for your business – and many are free. Check out local business and civic organizations such as Rotary Clubs, chambers of commerce, local co-working businesses or industry organizations. It’s good to start out at a local venue to practice your speech and get audience feedback. After that, you’ll be ready for industry associations and national venues in no time.

7. Internet radio

Internet radio is another great free resource to promote your business. Many cities have their own programs. In Atlanta, we have Business Radio X, which allows you to promote your business your way without anyone else’s agenda. We have featured our clients on many of their programs, including the Cobb Chamber of Commerce Business X Radio and CEO Exclusive. Local affiliates of National Public Radio is another great avenue to promote your business, as many have community programs.

PR is a great way to get the word out for your business. After all, you may have a great product or service, but if nobody knows about it, your phone won’t ring. Take advantage of the free resources we shared, or if you need help, call us today to see how we can guide you through the process by visiting our website at https://alpinepr.com/.

This year’s Discovery Channel Shark Week started off a little differently than ones before, as Michael Phelps was set to race a great white shark, one of the most fearsome predators in the world. All the promotion leading up to the race was that Phelps — the most decorated Olympian of all time, with a total of 28 medals — would race side by side with a great white shark.

Five million people tuned in. Everything was going swimmingly until viewers learned the shark was fake – it turned out to be a simulation.

“Why didn’t you race a real shark? That’s what you advertised…” Sabrina Yockey said.

“Phelps racing a fake shark is like when your teacher says there’s gonna be a sub but shows up the next day,” said @reqnna on Twitter.

Phelps wasn’t going to let the media get the best of him without defending himself. Two days following the race, Phelps held a Facebook Live session to hear feedback from fans and answer questions on the race.

Phelps responded to some criticism by saying, “If somebody actually wants to get in the water and race side by side with a great white, go ahead. You’re not going to get the shark to swim in a straight line. And, uh, yeah, it would be interesting to see. We’ll leave it at that.”

Obviously, it would have been impossible for Phelps to race side by side with a real great white. Some viewers say that Discovery should have created a tank beside Phelps to separate him from the shark, but even that would’ve been unrealistic.

Regardless of the shark being real or simulated, this stunt created buzz and PR for Discovery Channel and Phelps.

So maybe what Phineas T. Barnum said is true: “There’s no such thing as bad publicity.”

Need help getting into the spotlight and creating a fun PR stunt for your company? Contact us today at Alpine Communications to generate the attention your company deserves.

1. Go Mobile During the summer months, people are constantly on the move and taking vacations. They are not confined to their offices and desktops as often, so make sure you have a mobile-friendly site to keep up with the flow of your customers. Here’s a quick guide on what you need to know to have a mobile site.

2. Plan a Cool Customer Outing There are several special occasions over the summer your company needs to use to its advantage. Offer promotions based around different events to keep your customers thinking of you. If you are B2B company, one idea is a company outing with some of your clients geared around this time of year like a baseball game or BBQ picnic. Or check out this story about a law firm that pays for their clients to attend a leadership program at Harvard.

3. Ramp Up Your Social Media Summer is the perfect time to shift your attention to building your social media presence. In an ever-changing market, now more than ever it is crucial your company is engaging with its client base through social media. Use video like Facebook Live and YouTube to further engage your audience. Our client, Great Expressions Dental Centers, does a great job in using social media to increase brand awareness by holding contests around holidays and promoting volunteer events. Check out how they do it here.

4. Consistent Content Marketing Find a way to work in the upbeat summer theme into the content your company is putting out. From blogs to tweets, make sure to keep a consistent tone and summer subject to keep consumers intrigued. Check out more ways to engage your audience with fun summer content here.

5. Get Active in the Community This time of year is perfect to make an impact in your local community. Get out of the office for the day and have the staff volunteer with a local charity. It’s a fun way to give back and promote goodwill for your company. These apanies to volunteer for local charities. You can see Contact us today at Alpine Communications to increase your visibility.

But there are more differences than just these.

Ideally, your company’s marketing and PR team will work together to promote your company’s success. After all, by working together your company will have a broader scope of influence. At Alpine Communications, it is our goal to see that your business succeeds in every area. Give us a call today to learn how we can promote your company to its fullest advantage.