Creative people love to tinker. It’s just in our DNA. Making something perfectly good even better, might  be the goal, but that doesn’t account for the compulsion. See, the truth behind the compulsion to tinker is that it’s not always about making something better. It’s about making something different. And that usually doesn’t mean better.

Here’s the thing. When you set out to make something better, you should have a specific goal in mind. A problem you are trying to fix, or a shortcoming you are trying to overcome, or better manage. In the case of the serial tinkerer, that vital first step has been skipped.

That’s why you see “change for change’s sake” happening with so many PR plans.

Now, Ronn Torossian is not saying you should never change your plans. Torossian is not even saying that a little change now, and then is a bad thing, particularly if a campaign or a brand has gotten a little stale.

Remember the GEICO gecko? You still see him from time to time, but he’s not the only marketing voice saving you for your fifteen minutes anymore. Now there’s the GEICO pig. These two spokes-animals don’t exactly seem to mesh, a smooth talking, debonair reptile, and a happy go lucky piglet don’t have too much in common, but both speak to different sides of the argument.

See, on one hand, people want to save money on insurance. So here comes that price-conscious lizard to speak to all the price conscious parts of our brains.

But GEICO faced a problem, and here’s where the “Change For A Reason” strategy kicked in. See, the company offered more than just car insurance, and other competitors were kicking their insured hindquarters in that market.

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Enter “WHEEEEEE!”

In the squeal heard around the world, GEICO introduced it’s customers to a fun loving pig, a character who would take up the “we do other stuff” message with his fun, and adventurous lifestyle. To date, customers have seen the pig on a jet ski, and using the mobile app – convenience, and fun in concert.

Meanwhile, both the Cavemen and the Gecko still make appearances. GEICO doesn’t want people to forget how “easy”, or “inexpensive” their insurance can be.

Torossian says the lesson here is to not lose your message while responding to a new PR issue. And make sure both approaches are done for legitimate reasons.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.