Native advertising: You’re doing it right?

Crissy Lintner

Last week, I gave my first thoughts on native advertising. I left off stating that while earned media coverage is the preferred method of exposure, I would recommend an online advertorial opportunity to my clients if the budget existed and only if we can ensure the content is valuable. I wanted to expand on that (without my first post becoming a novel) because it can be done right.

Valuable content, paid or unpaid, is valuable content. Period. I love this example of a paid post on The New York Times website. Netflix is promoting its original hit series, “Orange is the New Black.” The article is multifaceted, utilizing copy, video, photos and audio components. It is informative, engaging and very well done – arguably, a stellar piece of pure editorial content, if only it weren’t paid content. I came away from this article with a greater understanding of the challenges women face in prison, how the prison system is changing to meet their needs, and where some formerly incarcerated women are today – living successful lives after having been incarcerated for years in what for some were drug-related or “minor” crimes. This is a brilliant way that Netflix and “Orange is the New Black” are using native advertising to bring awareness to an issue with the prison system while promoting the show. Note how NYT makes it impossible for you not to realize you’re reading content that was paid for – it’s even in a special section of the website that uses a URL with “paidpost.nytimes.com” at the beginning, a banner that says “Paid Post,” and the logo for Netflix and “Orange is the New Black.” Even the graphics use brand colors: orange and black.

Screenshot of Netflix’s “Orange is the New Black” paid post on nytimes.com    

However, this is paid content that makes an impact, and it’s an ingenious way to garner eyes and drive the message home while promoting a brand. This is why native advertising can be beneficial.

Of course, BuzzFeed is the king of native advertising – as referenced on this episode of “Last Week Tonight with John Oliver” on HBO, which I mentioned in my previous post. However, nonprofits take note: you can participate in native advertising on BuzzFeed without paying for it! See our client Literacy Mid-South’s BuzzFeed Community page and note that on each actual post, there’s a disclaimer that explains why LMS does not pay, even though they are a brand publisher. Sure, all of their posts are about LMS, but that’s the point. This is a fun way to have unique content for social media and newsletters, enhance SEO and perhaps be found in the community by potential supporters. LMS is effectively using this unique aspect of BuzzFeed, and we love it!

Literacy Mid-South’s BuzzFeed Community page    

So, when it comes to native advertising, if the point is to drive a message home or to share something important, should brands be penalized by the consumer? How about media outlets for inviting brands to place advertorials? Nope. Regardless of whether an outlet engages in native advertising with companies, credibility in the media still exists. There will never be a time when sources for pure editorial will be unnecessary. Some outlets and native advertisers do a terrible job at it, which can harm the reputation of the media outlet (like John Oliver’s example from The Atlantic’s January 2013 sponsored content from the Church of Scientology; see The Atlantic’s effort to clean up afterward here). But, most try to provide useful, engaging content.

I think consumers are wiser than the FOX News experts gave them credit for, and they will only become more so as the years pass. Awareness of native advertising will make all of us savvier. Brands will become better at ensuring content is valuable to readers. And, if I see an article that looks like it could offer interesting or entertaining content, I’ll read it. Then, it’s completely on me – a consumer – if I feel like it was a waste of my time to read what turned out to be shameless promotion or biased content created by a company, political group or other entity.

A lot can be learned from a mistake

Crissy Lintner

During one of my recent training runs for the Dallas Half Marathon, I accidentally ran 10 miles. How, you may ask, can one accidentally run 10 miles? Well, folks, it happens if you encounter the sign “Trail closed ahead,” and you don’t check the handy-dandy GPS to determine a similar route and mileage. So, during mile nine-ish, I found my mind wandering to work – a welcome distraction from the pain and agony we runners endure. I began thinking about the great parallels between PR mistakes and distance running mistakes.

As with training for a half marathon, PR mistakes are a common occurrence that can be prevented if one makes the effort to follow the plan – or to plan at all. I’ve written about this in a previous blog post (Before the Launch). I would never sign up for a half marathon the day before the race after zero training and expect to even make it to the finish line. Likewise, a company can’t expect PR success without planning. The effects of this mistake manifest in many ways: low attendance at an event or grand opening; people being unable to find you online; or in worst-case scenarios, a lawsuit over copyright infringement. Taking time to effectively research, plan and incorporate PR initiatives can make your business goals reachable.

Another common mistake is not listening to your key stakeholders. For runners, this is akin to not listening to your body when you need to rest in order to avoid injury. Consider the Netflix to Qwikster to Netflix debacle in 2011. The CEO made the decision to change pricing, packages and the company name without proper research among its current customers (and without planning). The situation became a negative PR firestorm that ended with major backpedaling by the CEO - right back to the original name and format before Qwikster even launched. But what remained? The negative impression about Netflix, its CEO and a slew of lost customers. Had Netflix given more thought to the idea, and taken time to ask and listen to key stakeholders, the rollout might have been successful.

Now, think of some of the great sayings of old: “Look before you leap,” “A penny saved is a penny earned,” and this little gem: “Think before you speak.” Or act. Consider the current presidential campaign’s many “oops” moments. While President Barack Obama and Mitt Romney are probably two of the most well-trained individuals in the USA right now when it comes to media interviews and public speaking, they are also humans prone to missteps when taken off guard. As with a political campaign, an executive can derail his company by not taking time to prepare for an interview. And, as we have seen, what you say can and will be used against you. (Trade secret: There’s no such thing as “off the record.”) Don’t make the mistake of not thinking through and writing out your talking points, rehearsing your responses and preparing for all possible questions. A great PR partner will help you in this effort so you don’t wind up on the nightly news for your own “oops” moment. 

I could go on with more PR mistakes and parallels to training for a half marathon, but for now, I’ll leave you hanging. Wait – did you just ask what the tie in to training was for “Think before you speak”? I’m glad you caught that. Here it is: If you don’t think things through (such as how hot it is in Texas from June to October, which means waking up before dawn so as not to die from heat exhaustion, which means earlier bedtime, which means the baby needs to magically be on a schedule again so you can go to bed earlier…), you’ll find yourself committed to running 13.1 miles and a bit sleep deprived in the process. ;)