A couple of weeks ago, I was invited to a special blogger preview at the local opera. The event was set up by the opera’s internal PR team, and the invite did everything right: it generated interest in the show, created exclusivity by inviting only those “in the know” and encouraged bloggers to do what they do best (live tweet, Facebook, take notes and shoot photos). Obviously, this was with the intent that at the end of the night bloggers would write posts about their experiences.
I looked forward to this performance for weeks, and couldn’t wait to try out my Canon 7D. Those good feelings (and hard work put in by the PR team) were gone in an instant when something was lost in translation between the PR team and the general staff. It turns out, the general staff was not informed that bloggers would be there and especially that they would also be taking photos. When I arrived I was told there would be “no photography” and was promptly shut down, even after I tried to explain why I was taking photos in the first place.
Obviously I was very disappointed. I was looking forward to getting some good shots with my Canon 7D! Despite the fact that the cast was extraordinarily talented, my experience was ruined by bad customer service. The opera did not receive a glowing review.
As I was heading home, the experience really got me thinking about times when my in-house marketing team did everything right, just to have an uninformed member of another team squash the project’s efforts.
Has this ever happened to you; have you or any of your projects ever gotten lost in translation? If so, how did you correct the issue?
Shannon Stull Carrus is a principal and Creative Director at WHOISCARRUS, a full-service Orlando advertising agency. She has experience on both agency and in-house teams in various roles including: copywriting, art direction, and creative direction. In her spare time, she is working on a new time-tracking software for the staffing industry called ClikClok.