Going Viral: The “Canbassador”

When Union Wine Company shared plans to hire a “canbassador” to drive their wine tasting truck across the United States for pop-up events and music festivals serving the brand’s famous Underwood wine in a can, we recognized all the ingredients for a viral moment. We immediately drafted a pitch with a shareable subject line, crafted a strategic list of writers and editors on the forefront of topical news and assembled assets to fulfill any image or interview requests.

Within 48 hours, we secured 327 million media impressions. Notable coverage included Good Morning America, Time, Cosmopolitan Magazine, Thrillist, Food & Wine, Brit + Co, Mashable, HelloGiggles, Travel + Leisure and more than 50 other digital and broadcast outlets, leading to 1,200 applications for the job. While the position was only open for one week, the viral canbassador coverage created a lasting increase in brand awareness. Union Wine Co. saw a 3,000% increase to their website, 73.4% of which were first time visitors, as well as over 600 new Instagram followers.

We’re Hiring: Spring Intern (Paid)

The SPPR team is growing and we’re looking for a rock star intern to join the team this Spring. Candidates must be hard-working, creative and quick-learning college students/recent grads with a passion for the food & beverage industry. If that sounds like you, read on.

Responsibilities include:

  • Assisting with general daily office and administrative duties
  • Creating media lists and event/campaign recaps
  • Researching, writing, editing and distributing press materials
  • Working as part of an account team to implement media plans
  • Tracking print, online, broadcast and social media for ideas and coverage
  • Preparing client bios, fact sheets, press clips and images
  • Drafting social media content and managing a content calendar

What we are looking for…

  • Organized, self-starter, takes initiative, is resourceful and likes a challenge
  • Strong interest in public relations
  • Excellent written, verbal and interpersonal communication skills
  • PC proficient, particularly in the Microsoft Suite, including Word, Excel,  PPT and Outlook
  • Internet research and social media savvy
  • Ability to multi-task
  • Experience in handling routine office tasks
  • Excellent people skills, attention to detail and amazing follow through
  • Preferably some experience working in the culinary, wine or travel industries
  • Someone who wants to learn a lot, have fun and grow with us!

Please send résumé, cover letter, 2-3 writing samples & a brief overview of why you want to join the SPPR team to sayhi@sodapop-pr.com.

This is a full-time (35-40 hours per week) paid internship. Candidate must be based in Los Angeles.

The Secret Sauce: Five Easy Ways to Up Your Company Culture Game

Culture Club

Photo Credit: New Zealand Festival

The fun perks of Silicon Valley startups have been glorified and imitated by agencies looking to attract younger talent but for small companies, the idea of a “fun company culture” can seem out of reach. If you ask anyone on the SPPR team why they work here, the culture always comes up first but it isn’t because we have a conference table that doubles as a ping pong table (Respect Ban.do). While we don’t agree that work culture is overrated we do agree that there’s more to a happy workplace than free beer and game rooms. Here are five ways to add some fizz to your company culture without a balling “perks” budget.

1.  Applaud Time Off: Work/Life Balance” is the phrase that today’s young professionals live and die by and it’s a hard one to achieve in the PR industry. Publicists are notorious for being constantly on e-mail so it may come as a surprise that at SPPR we observe summer Fridays (out of the office at 1 p.m.) and take phone-free vacations. While 32% of Americans didn’t take a single vacation day in 2015, every member of SPPR took at least two weeks off to relax and recharge.

2. Offer Flexibility: One of the advantages of small company culture is the opportunity to be treated as an individual. Allowing employees to work remotely a few days a month and accommodating schedule changes for doctors’ appointments, family/friend visits and day care pickups goes a long way in reducing stress.

3. Boost Wellness: As a company with less than 10 people, SPPR makes the most of a limited perks budget by focusing on what employees really want. Our company wellness plan provides team members with a stipend toward the fitness plan of their choice as well as healthy weekly lunches and office snacks. Not that it’s all kale and post-work hikes on the SPPR team. We do have some pretty sweet clients, not to mention a shared love of donuts.

4. Have fun together: No matter how well you work with someone, you haven’t truly bonded until you’re laughing over a cocktail. The SPPR team makes it a priority to get out of the office for some much needed team bonding at happy hours, events and yearly company retreat. There’s also the occasional in-office tasting or Instagram photo shoot. Appointing a “Social Secretary” to make sure your team gets together for a fun activity at least once a quarter is an easy way to strengthen personal bounds within a small team.

5. Be Thoughtful: The most important way that companies maintain a fun and positive company culture is with small everyday decisions to do so. At SPPR our company culture is built on the thoughtful gesture of a flower delivery to a sick team member or a favorite book that gets passed around. It is a funny YouTube video email to fight the afternoon slump and a text to a late coworker prompted by genuine concern for their safety. These are the examples that come to mind when we hear the words “company culture.” Well that, and wondering if our next office upgrade should include a cold brew coffee tap.

The Secret Sauce: Are you ready for PR?

Business is growing and you’re ready to kick things up a notch but how do you know when it’s time to invest in PR? Here are 8 signs you’re ready to take the plunge.

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  1. You’re prepared to expand the team: We encourage our clients to consider Soda Pop PR as an extension of their team. Hiring a PR firm means more people on your side. More people with fresh ideas, valuable experience and a passion for your brand.
  2. You know who you are: A good PR firm will take the time to get to know your brand to help tell your story to media and consumers in an authentic way. Having a clear brand identity and an ability to explain your mission will help us do this.
  3. You’re rebranding, launching a new product or location: It’s important to work with a PR team to create awareness and manage the messaging around big brand news such as a new look, product or launch. Media and influencers like to cover what’s new and it’s a perfect ice breaker to introduce your brand to the masses.
  4. Your inbox is overwhelmed: If emails are piling up with requests for photos, interviews, sponsorships and events, it’s time to bring on a PR firm. We’re experienced at evaluating opportunities and helping you make the most of those that are beneficial toward raising awareness for your brand.
  5. You want to build stronger relationships: Connecting with your community, likeminded brands and media is crucial for creating and maintaining a base of loyal customers. We’ve spent years cultivating these relationships and can help build them on your behalf in a strategic and authentic way.
  6. You have insight to share: If you’ve built a successful business, you have valuable input to contribute to your field. A PR firm helps you find opportunities to share this experience at speaking engagements and conferences to connect with your consumers and other likeminded business owners.
  7. You want to get people talking: Want to host a pop-up or throw the party of the year? We know what will get people talking, tweeting, snapping, and gramming and can help brainstorm, plan and execute a unique event or attention grabbing campaign so you can focus on your business.
  8. You want to invest in the long term: Securing the best coverage for your business is a marathon, not a sprint. Help with a project like a launch or opening is important, but PR works hardest when you’re ready to commit to the long term benefits of sustained media attention.