Chris McCann, president of I-800-Flowers, goes undercover as a floral designer in the season finale of "Undercover Boss."
Whoever is behind 1-800-Flowers.com appearing on the CBS show “Undercover Boss” should be given a raise and a gold star for smart PR. Following the appearance of the company’s president and COO Chris McCann on the show, the company’s stock rose by 5% the very next day. It’s not the most inventive public relations move for the company, but it was practical and intelligent nonetheless. Most importantly, it produced quick, tangible and profitable results.
Sometimes companies that have a good amount of money to spend on PR and marketing get caught up in producing spectacular or outrageous stunts that they believe will attract the attention of the masses: consumers and journalists alike. Sometimes it works, more times than not, it doesn’t. And why? There are always a host of different reasons, but it can usually be pinpointed to an unoriginal idea, bad execution, or a combination of both.
That’s why going on “Undercover Boss” worked for 1-800-Flowers.com. It wasn’t an ‘out-of-the-box’ PR idea. It was straightforward and to the point. It highlighted the company in an ideal manner and showed the president as a real person doing real, everyday work. In other words, it made viewers (and 1-800-Flowers consumers) connect to the company, relate and act on that feeling – a key element to keeping a company in business and profitable.
Many times, that’s the best strategy to take to promote your company: direct, simple and smart.
Did you catch the episode? Let me hear your thoughts in the comments below.
No related posts.
{ 0 comments… add one now }