Hartz recently had a product recall on one of their products (dog food) and as usual, I tend to visit a company's site just to take a peak at what they are doing from a PR perspective during a crisis.
Unfortunately, Hartz appears to be doing nothing on their Web site in terms of informing consumers about the recall. There isn't even a news release or FAQ about it. They did however issue a news release, likely at the behest of the FDA, but you won't find that news release on their Web site anywhere (including in their press release section).
So why make a post about Hartz? For a simple reason, they exemplify the difference between marketing and public relations, a difference which is all too often overlooked.
I was surprised when I visited Hartz at how good their Web site was. Excellent navigation layout, great colors, fantastic imagery, interactive elements for visitors.... basically they've put together one heck of a Web site that blends simplicity for the user with all kinds of positive imagery that associates their brand with your pet (and by extension your happiness).
This is a great example of how PR and marketing are two different beasts. Hartz PR efforts are almost non-existent. Even their social responsibility section seems like it might have taken 10 minutes to draft the content up. Yet, their market efforts are top notch.
Why the difference?
I can't really answer that question, but if I had to guess, they probably have a kick-ass Web site designer and creative marketing personnel who know how to wrap the Hartz brand up properly.
In a recession age where it seems like everyone is disposable, you can never exclude the impact of having the right people managing your brand... and whoever is doing that job over at Hartz (on the Web site anyway) knows what they are doing.
Unfortunately, Hartz appears to be doing nothing on their Web site in terms of informing consumers about the recall. There isn't even a news release or FAQ about it. They did however issue a news release, likely at the behest of the FDA, but you won't find that news release on their Web site anywhere (including in their press release section).
So why make a post about Hartz? For a simple reason, they exemplify the difference between marketing and public relations, a difference which is all too often overlooked.
I was surprised when I visited Hartz at how good their Web site was. Excellent navigation layout, great colors, fantastic imagery, interactive elements for visitors.... basically they've put together one heck of a Web site that blends simplicity for the user with all kinds of positive imagery that associates their brand with your pet (and by extension your happiness).
This is a great example of how PR and marketing are two different beasts. Hartz PR efforts are almost non-existent. Even their social responsibility section seems like it might have taken 10 minutes to draft the content up. Yet, their market efforts are top notch.
Why the difference?
I can't really answer that question, but if I had to guess, they probably have a kick-ass Web site designer and creative marketing personnel who know how to wrap the Hartz brand up properly.
In a recession age where it seems like everyone is disposable, you can never exclude the impact of having the right people managing your brand... and whoever is doing that job over at Hartz (on the Web site anyway) knows what they are doing.
Comments
Post a Comment