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Advertising/PR   URGENT - Need Help Fast!  
 
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Changing How Press Characterizes A Product
Posted By: dhogan* on 11/1/2004 6:14 PM (CST) 250 Points
My product is flexible polyurethane foam. The stuff that goes into furniture seating, mattresses, carpet cushion. When there is a fire, it burns, just like wood, curtains, and other things in the home. When there is a major fire, the press increasingly refers to the foam that was in the house as "liquid gasoline". I feel that is an unfair and damaging characterizatoin of the product.

What would you do from a PR/Marketing standpoint to impact how the press and government officials characterize my product when there is a fire. FPF does not spontaniously combust! Fires are usually a result of a someone smoking in bed. We are actively involved in Fire Saftey programs, support sprinklers for the home and work from a technology standpoint to make foams that do burn as quickly.

The "liquid gasoline" phrase is being used more and more. How would you address it if you were me.

Posted by: SteveByrneBranding Accepted Answer
11/1/2004 7:06 PM (CST)
dhogan,

fight fire with fire (had to be said) :-)

1. Provide the facts -- liquid gasoline combustion/burn rate verses foam combustion/burn rate

2. more importantly tell the story of technology, what’s being done, how much have things improved, expectation when foam will be “fire safe”

others here will have much to add. Best of luck,

Steve
 
Posted by: jackson Accepted Answer
11/1/2004 7:14 PM (CST)
No doubt, the best form of defense is attack. I would attack the problem in a comparison test (a la Pepsi challenge). A headline that asks the question, what is it that causes the most domestic fires in this country. List all the contributing factors and demonstrate that your product is no more the cause of a fire than any other ingredient. Education is the answer and that should be the thrust of any and all PR and communications. Hope this helps, Jack
 
Posted by: Peter (henna gaijin) Accepted Answer
11/1/2004 7:29 PM (CST)
Actually, I am not sure I agree with what SteveB said:
1. Provide the facts -- liquid gasoline combustion/burn rate verses foam combustion/burn rate

I think you need to provide the burn rates for your foam versus other commonly used building materials (wood, curtains, etc.).

If your burn rates are higher (and even if they are not), you may want to look into attacking this problem by modifying your formulation to make it less likely to burn (adding fire retardants, etc.). I know this is not a minor undertaking, as you will undoubtedly have to get new approvals, certifications, etc., but in doing so, you now also have an excellent point to differentiate your product from competitors, along with negate the attacks about your product being flammable.
 
Posted by: SteveByrneBranding Accepted Answer
11/1/2004 8:01 PM (CST)
well restated Peter, of course that would be better.
 
Posted by: D4Demand Accepted Answer
11/1/2004 8:34 PM (CST)
I would try to engage the trade industry to bring in the bigger guns. I think the main focus should be on getting rid of the phrase which seems to have taken on a life of its own.

Ask for the press to be more creative. Of course that means you are going to have to provide them with your own list of synonyms. See if you can get a state fire marshall (or a retired one) to speak about how advances in foam technology havew made fumes less toxic. S/he could really focus on how Foam is not the instigator of the fire, and that there are many other products which must fail (like the fire retardant fabrics on furniture and matresses) BEFORE the foam even gets involved.


D4
 
Posted by: Jett* Accepted Answer
11/1/2004 8:49 PM (CST)
Is there any proof that this "liquid fire" tag is hurting your business?

Are people buying less mattresses, carpet foam, furniture, etc.? My guess is "no".

Based on what I observe (and my chemical knowledge of combustables and volatility), "foam" is not the primary focus of fire reporting. Now, the properties of polyurethane foam (plastic) allow it to turn into a super-heated "lava-like" substance which can carry the flames to other areas. But, like you said, just about everything in a home or office is flammable, and the foam doesn't start the fire. A plastic DVD rack, CD collections, computers...anyhting with large amounts of plastic can do the same thing.

In summary, if it isn't hurting your business, let it go. I know it may hit a nerve, but unless it hits sales...just count to ten. The advice of my colleagues is an alternative if you feel the need to vent...but again, will doing so INCREASE sales? Or open you up to investigation?

Good luck! I hope this helps.
 
Posted by: SteveByrneBranding Accepted Answer
11/1/2004 9:03 PM (CST)
This really is an industry problem. Does anyone manufacturer fire retardant polyurethane foam -- or its equivalent? It seems like a problem that could be solved with technology, but perhaps the extra cost would make it impractical for some current commercial uses. Is this the case?

The PR should tell the story as completely and honestly as possible. Done properly, the media and the consumer would have a sense of the truth, especially if the story includes the path to a solution.

Best of luck,

- Steve
 
Posted by: mgoodman Accepted Answer
11/1/2004 9:04 PM (CST)
My instinct is the same as Jett's. I would leave it alone. Every time you protest, you're adding a little more fuel to the fire ... so to speak.

You're not selling a consumer product. You're selling an ingredient product, and your customers don't have much choice. If you provide them with the facts (as part of your regular sales presentation), they'll get it very quickly and continue to use the product.

I'm not sure why you feel compelled to defend the industry against the unfair claims in the press. Just let them go. It doesn't really affect your business, does it?

I've had some experience with PR "damage control," and one of the first things the pros tell you is not to over-react and give the [incorrect] claims more visibility than they deserve. If you're asked directly, be prepared with a simple explanation of the facts as you understand them, but don't let people see that you're upset by them, or they'll think you're hiding something or misleading them.

My $0.02 worth.
 
Posted by: W.M.M.A. Accepted Answer
11/1/2004 9:16 PM (CST)
Unless the press is personally attacking your company, leave it alone.
If they are attacking the industry, let the industry association manage it. You can bring it to their attention, that's what you pay association dues for.

Randall
WMMA
 
Posted by: thinkmor Accepted Answer
11/2/2004 5:50 AM (CST)
Hi Dhogan

Agree with Jett, Mgoodman & Randall.

If you want to actively defend your product update your on(web)/offline communication materials, explain the perception and reality of your product in factual terms and use D4's suggestion in getting an unbiased authoritative comment to support your statements.

Zahid Adil
 
Posted by: dhogan* Author Response
11/2/2004 9:44 AM (CST)
Thanks to all for your thinking and responses. Very useful and the first time I've posted a question.

I will use again and welcome the opportunity to voice solutions to other's marketing questions/problems.

dhogan.

 


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