An excellent example of the power of PR to follow advertising and marketing efforts can be found in the February 9, 2009 issue of the Wall Street Journal. Yes. I said it. The Wall Street Journal. And it is a crystal clear demonstration of the power of staying on YOUR message even when the story is about someone else.

A challenge in the traditional practice area of media relations is the client who wants “ink.” Granted, with Web 2.0 and integrated marketing, we don’t hear a lot of requests for ink for the sake of ink. A more common practice is to develop the strategic communications plan to push a brand – and use all the tools in the toolkit and not just media relations. And in case you don’t know, to many buyers of our services “ink” is equivalent to the front page of the Wall Street Journal.

Pardon me while I take a sip of coffee.

And if you are ever in the market for a great cup of coffee, stop by TVG! Deana makes the BEST coffee. Which brings me to my point.

The February 9 WSJ article is called “Starbucks Plays Common Joe – Coffee Empire Seeks to Seem Less Expensive in Recession.” The point of the story is that McDonald’s Corporation has gone cup-to-cup against Starbucks in an advertising campaign to promote their custom coffee as a reasonable and cheaper alternative. Starbucks did the research and knows that consumers’ perceptions of cost differ from the reality of a cup o’Joe at Sbux. Starbucks is left splitting hairs saying that while you can get a $4 cup of coffee with them, their average price is below $4. What does Starbucks get out of the article?

1. Artwork with the Starbucks logo on a coffee cup;
2. A table of regional prices;
3. Quotes by Howard Schultz, CEO;
4. Reference to a loyalty card program;
5. Info on a summer discount program; and
6. Quotes by Michelle Gass, EVP of marketing and category.

And who walks away with the stronger message?

Consider this paragraph, third from the end in the story:

“A spokesman for McDonald’s, William Whitman, declined to specifically address Starbucks new promotions, but said: ‘Affordable luxuries are in greater demand today because everyone’s looking to get more from a dollar. Our customers know that’s what they’ll get at McDonald’s.’”

Now compare this to the quote from Dunkin’ Brands, Inc., Francis Allen, brand marketing officer for Dunkin’ Donuts:

“’We believe we are the faster and more affordable alternative’ to Starbucks.”

Your take away as a spokesperson should be this:

1. Always mention your company name in your quote.
2. Use proper nouns instead of pronouns when possible.
3. Remember that even when the story is about a competitor and you didn’t pitch it, place it or do anything other than answer the mail – stick to your core, key messages.
4. Have concrete key messages that speak to your customer, not to your company. Think about how Whitman’s comment “our customers know…” as compared to Allen’s “We believe we… ”.

And yes, I’ll take a Venti, skinny, vanilla latte please, and thanks for reading.