Know-How Exchange : Advertising/PR

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

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.

well restated Peter, of course that would be better.

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.

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

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.