Crisis communication tips from a four-star admiral

Tactics met with Admiral Paul A. Yost, Jr., who was commandant of the U.S. Coast Guard during the Exxon-Valdez oil spill in 1989. Admiral Yost discusses best practices in crisis communications for PR professionals. Video was created by the PR Society of America.

The Exxon-Valdez crisis management case study has been part of Crisis Management chapters in PR textbooks worldwide, yet the tips from the contemporary video below are truly relevant now, as they were more than two decades ago.

How to Promote a Non-commercial Topic?

When the topic of your campaign is not a product or service...
How do you promote it?

- Give it a title.
- Give it a name.
- Make it a person.

Remember that brands have special attributes, identity, behavior, character. Create emotional appeal to the target audience and the job is well done! Watch the video below. It is not on a commercial topic and it is original, creative, it works!

Sleepy Free Coffee - Creative Promotion

Video below describes the mechanics of a promotional campaign with a good idea behind.
The Result: People noticed. People Smiled. People went to McDonald's to try their coffee.