No rest for the weary. Russell is packing up the official PR/PR mobile office (suitcase) and hitting multiple stops on the first quarter public relations tour.

So where are we headed?

The first stop will be the chilly Northeast, as PR/PR makes our annual appearance at NSA’s Winter Conference in Baltimore, Maryland. NSA’s 2018 Winter Conference will take place Friday, February 16th – Sunday, February 18th.

Then it’s on to the arid West for the final–final—Lady & the Champs on March 9th and 10th. Early Bird registration prices expire on January 30th, so take advantage and reserve your seat now!

And the final stop on our early year trek is picturesque La Jolla, California, for the Indie Family and Friends Forum, March 16th – March 18th.

We hope you’ll join us for one of these fantastic events over the next couple of months!

For an excruciating 38-minutes, people in Hawaii were under the impression that they were about to die. A bit after 8 a.m. local time on Saturday, an emergency alert was issued in error, indicating that a ballistic missile had been launched and was inbound.

Chaos immediately ensued.

There were videos of people running in no direction in particular. Stories of families huddled in bath tubs covered by mattresses. Videos of adults ushering children into the sewers.

It was something from a movie, but for those in Hawaii, it was terrifyingly real.

38-minutes. They waited for the end for 38-minutes.

After that time had passed, Hawaiian officials took to radios, televisions, and Twitter to announce that the alert was the result of human error. Yes, human error. In an attempt to run a test, someone clicked the wrong option from a drop-down menu. That seems an extremely cavalier procedure for a system that sends millions of residents and tourists an all-caps alert that death is near.

Can we get some two or three-party verification and approval, please?

Thankfully, it was an error after all. But for those on the Hawaiian islands on Saturday, it’s a moment that will be etched in their psyches forever. This massive error would be terrifying at any moment, but at a time where our leaders and adversaries are exchanging barbs of increasingly fiery rhetoric, it amplifies the horror of reality. Things need to ratchet down, and procedures need to be reevaluated.

As my alma mater, it’s a wonderful feeling to finally be able to say it: Congratulations to the UCF Knights, 2017 College Football National Champions.

With their undefeated season and triumph over Auburn—who defeated both Georgia and Alabama—in the Peach Bowl on New Year’s Day, the Knights sealed the deal on a season for the ages that saw them go 13-0 two years removed from going 0-12.

National Champs.

Oh wait—Alabama are actually National Champions? Yes, of course they are. But UCF’s Athletic Director Danny White has shown his public relations bona fides by talking up the University of Central Florida as the true holders of the title, generating elation, confusion, and anger. But most of all: he’s generated conversation.

A PR masterstroke.

By declaring UCF as National Champions, Danny White is driving the debate over the way in which the College Football Playoff Committee decides who is worthy of inclusion into the four-team playoff. As a non-Power 5 school, UCF has zero opportunity to break in to the top-four and secure a spot in the playoffs, even if plays a perfect season.

So what does Danny White do? Proclaims the Knights as the real champs. Sells “National Champions” merchandise. Changes UCF Football’s Twitter handle to “2017 National Champions.” Throws a parade at Disney World.

All of this has continued the talk of UCF’s victory over Auburn on major cable sports outlets and print publications like Sports Illustrated and The New York Times. PR brilliance. A week after the Peach Bowl, major media is still discussing UCF and the College Football Playoff system.

Do Danny White and former coach Scott Frost really believe that UCF are the rightful champions? If you got them into a dark room I guarantee they’d tell you otherwise. But with White sounding the bullhorn with his controversial stance on how teams are chosen to participate in the playoffs, he’s bringing awareness to a system that dreadfully needs reformation.

So here’s to you, UCF: you’re National Champs to me.

Your social media presence—and the content that your brand produces—is one of the most important arms of your marketing outreach efforts. But all too often, companies can find themselves in a trap where they’re merely promoting, as opposed to showing a bit of their personalities. No one wants advertisements and shameless self-promotion littering their timelines, and that’s why your online voice should be unique and entertaining.

Case in point: MoonPie.

Yes, MoonPie, the southern gas station snack standard, that has shed traditional corporate Twitter standards and instead uses its social media presence for hilarity, irreverence, and poking fun at users who dare insult the tastiness of its product.

Example:

Ok if you are going to follow this account we have some rules

1️⃣ You will need a visitor sticker please pick one up in the lobby
2️⃣ No hitting not even pretend hitting
3️⃣ Do not get too loud or I will blow the moon whistle

Hit like once you have read all the rules

— MoonPie (@MoonPie) December 19, 2017

1 MoonPie = great
2 MoonPies = even better
50 MoonPies = wow loving this
100 MoonPies = seems like a lot but ok
666 MoonPies = uh oh
667 MoonPies = whew ha ha alright keep em coming

— MoonPie (@MoonPie) December 15, 2017

By providing personality in its content and avoiding the all-too-familiar trap of straight brand promotion, MoonPie is giving users a reason to follow its account. The upside? Seeing how it interacts with others on social media actually makes you want to…buy a MoonPie. It’s fantastic stuff.

When you’re designing your social media strategy, take a tip from this marshmallow sandwich and stray from the path a bit. Create branded content that encourages interaction, and don’t be afraid to use a voice that’s slightly rough around the edges. You’ll secure more followers, boost your engagement, and ultimately, increase awareness for your brand.

Here we are, just a couple of short weeks from 2018. Hard to believe, isn’t it? We hope the final month of the year is going well for all of you.

Another thing that’s hard to believe: PR/PR turns 20 years old in 2018! We want to thank each and every one of you that we’ve met, represented, or partnered with during this incredible, incredible journey. I’ve only been around for six years of it, but I’ve learned so much from working with so many talented people.

We will be marking our 20th anniversary with some special offers and events in the forthcoming year, and we look forward to celebrating with you: the ones who have made PR/PR Public Relations what it is today.

Thank you for (almost) 20 great years!