Opportunities

            In the PR department (and I recently learned a lot of other departments) we are always doing SWOT analysis. This is an acronym for strengths, weaknesses, opportunities and threats. This week we did a SWOT analysis at our Delta Zeta executive board meeting, the first time I’ve done a SWOT outside of the PAC lab, to determine where we can improve. The biggest thing we focused on was opportunities for improvement. It reminded me of the first chapter of Real-Time Marketing & PR.

            The now infamous case of the Taylor guitar being battered and beaten on United Airlines is the perfect example of missed and seized opportunities.  If you aren’t familiar with Dave Carroll’s story pause for a moment and read it here, then come back to me.

            Let’s look at the opportunities that arose from this situation. Carroll saw his opportunity to use his voice and musical talent to raise awareness about his situation. United didn’t realize the opportunity one customer can use to spread the word of poor service. United also didn’t see the importance of their opportunity to respond responsibly and respectfully to a customer who witnessed mishandling of his own belongings. 

            An unexpected opportunity was taken by Taylor Guitars who offered to repair Carroll's guitar for free and made their own video about guitar care. Their company wasn't directly involved, but they saw an opportunity and reacted. This was great PR for Taylor. The video was a subtle, mini ad for Taylor. It talks about all the resources on their website and how they can fix all guitars, not just Taylors. Their action showed their customers they cared and were a loyal brand, even when they didn't have to be.

            A nine-month dispute later, United conceded and Carroll was reimbursed. If United had correctly identified their opportunity to end a negative situation early on, all of the international attention could have been avoided.

            After recognizing strengths and weaknesses, opportunities are the best way for a company to identify paths to improvement. It is essential to success, that opportunities are identified and made a priority. Companies can defeat weaknesses by looking for opportunities. Always be on the look out sometimes (as Taylor Guitars discovered) they come unexpectedly.

***Carroll's United songs were actually a three part series, as he promised the airline at the onset of the dispute. Check out each part here.