In mid-2013, Buchanan PR received a super-secret phone call asking us to meet in Pottsville, PA to discuss public relations for a soon-to-be-launched product. That chance call is what brings us to this blog post. Exactly one year ago – to the day – we helped to re-launch one of the most fun products (and companies) I’ve ever had the pleasure to represent – Yuengling’s Ice Cream!
As the Yuengling’s Ice Cream account lead, it seems quite fitting that my blog post falls on the one-year anniversary of the re-launch. But rather than get into all of the technical details of re-launching a brand, I thought I’d have a little fun and share the five ways that public relations is like ice cream.
It comes in a variety of flavors – business-to-consumer, business-to-business, crisis communications and reputation management, media relations and social media management, just to name a few! If someone has an interest and the knack to pursue it, there’s a niche to fit.
It’s cool – I know, I know. Most of us are laughing aloud at this one, but I honestly think we’re too close to our jobs. Think about it from an outsider’s perspective: We get to help create a voice for a brand; we’re the experts who help CEOs polish their on-camera presentation skills; we write the speeches politicians give; and sometimes, we even get to work with celebrities. That’s pretty cool stuff, right there!
It’s sticky and sometimes messy – Two words: crisis communications. Sometimes we have to take a bit of a mess and help companies work through it. Some of the situations get sticky, but we can almost always help them clean it up. Moist towelette, anyone?
It’s nutty – Or maybe it’s just us PR people who are nutty!
It’s not for everyone (no really, some people are lactose intolerant!) – This job is consistently on the list of most stressful jobs, and it’s true. PR professionals have to deal with extremely tight deadlines, clients and the public, reporters, and whoever else is standing around at the moment. We’re masters of multitasking, we love details, and we thrive on a little bit of chaos. If that does not describe you, you probably don’t have the PR gene.
All in all, PR is a pretty great career, and when combined with a super delicious client, it’s even better. Does anyone else have any ice cream/PR analogies?
PS – A little background, in case you’re unfamiliar: In 1920, during Prohibition, the Yuengling Brewery (America’s oldest, based right here in PA, by the way) needed a way to supplement its “near beer” business, so it started an ice cream company. Passing through a line of the Yuengling family, the ice cream company was an area favorite until 1985 when it closed its doors due to a lack of successor. Fast forward to last year – the original owner’s great grandson, David Yuengling (second cousin to the brewery’s owner) and business partner, Rob Bohorad, decided to restart the company! Interested in learning more? You can read all about the history of Yuengling’s Ice Cream on their website.