Holly Grande: Short and Sweet

People in the PR industry are awkward. All of us. We're the smart kids, the creative kids and the weird kids. Maybe we're attracted to the digital PR industry because all that weirdness is celebrated, or maybe it's because the weird, smart, creative kids got here first and we set the rules.

Look at some of the big names in the PR blogosphere: Todd Defren, Brian Solis, Kevin Dugan

All a little weird.

(Sorry, guys. You're still my PR heroes.)

But I think being a little weird is one of the biggest strengths of the industry. We're strange and smart and willing to go that extra step, even if we look a little silly. We try new things and come up with crazy ideas that just might work, and we look at the traditional strategies from a different perspective, coming up with an innovative plan that builds on our predecessors.

Some PR professionals have incredible charasima to go with their marketing know-how, while others excel at the behind-the-scenes work, writing speeches and outlining campaigns. There are as many jacks-of-all-trades as there are social media mavens and viral-campaign experts. Digital PR is a wonderful, evolving mix of experts, but I still think there is one, defining trait: we're a little weird.

In the summer of 2008, I created a sing-a-long resume. I knew I was doing something a little weird; I knew I didn't have quite the right software for the vision I had; and I knew I am a terrible singer. But I also had a free weekend and I wanted to do something different.

The result was a video that has been equally applauded and derided by professionals and career advisers.

I could lie and tell you it didn't hurt when someone commented that I am painful to watch. It did hurt. But I am kind of painful to watch--I am just as weird in person as I am in the video. I write well, and my campaign outlines are often spot-on, but I am a little ridiculous in person. I will never list public speaking as a strength, and I am much more comfortable writing speeches than giving them, although that is something I am working on.

On my first day walking into Edelman in 2008 (a job I got, in part, to being a little strange), a coworker and friend said to me about the Digital Team: "We are so awkward. All of us."

I wouldn't have had it any other way.

Posted by Holly at 3:56 PM 33 comments  

Labels: career, communication, creativity, digital, PR, public relations

The funny thing about working at a bar that features beers from local and independent breweries is that you start to pick up beer knowledge. I know a lot more about beer than I did six months ago, and I know more about the process and the people behind the beers.

One of these people is Matt Nadeau of Rock Art Brewery in Vermont. In celebration of the brewery's tenth anniversary in 2006, Nadeau created the Vermonster, an American Barley Wine with 110 malts per barrel and a 10% alcohol content (Clever, right?).

In September 2009, Nadeau received a notice to cease and desist the use of the name "The Vermonster" from Hansen Beverage Co., the makers of Monster Energy Drink. The company argues that the similar title might confuse consumers.

Yes. Really.

In response, Nadeau smartly took his fight to the Web where news of the battle has gone viral. In addition to trade blogs, well-read consumer blogs like Consumerist and news media have picked up on Nadeau's heartfelt plea for help.

I think it was a bold move for Hansen to go after Nadeau. Independent breweries make up a fairly tight community online. It's a niche, but a powerful one: beer affectionados blog about industry news, consumers visit brewery Web sites for information about tours or about starting their own homegrown operations and artisans connect online to share trade tips and ideas. There is a lot of intersection, and many brewers meet up at conventions or trade events--they have pride about being a part of this community. All this means that, regardless of the final outcome, Hansen will be irrevocably tied to the Vermonster, Nadeau and Rock Art Brewery for years to come.

It will be interesting to see what happens next.

UPDATE: Nadeau and Nelson reached an agreement as of October 21st. Hansen will back of as long as Nadeau does not enter the energy drink market with he Vermonster.

Posted by Holly at 12:21 PM 0 comments  

Labels: communication, digital, public relations, viral