Learning Moore: An Interview with Pattye Moore

Learning Moore: An Interview with Pattye Moore

By: Aran Coleman

Photo Courtesy of The Persimmon Group

Pattye Moore is a brilliant example of a successful public relations businesswoman. Moore has been in the PR industry for 30 years, and she has continued to show her expertise by moving right on up the business ladder throughout her extensive career. Her achievements are admirable and should empower any woman, or any PR professional for that matter.

We began the interview with a rundown of Moore’s past. She graduated from the University of Oklahoma in 1979 with a degree in public relations. She is an accredited member of PRSA, the Public Relations Society of America. Moore’s career began in 1980 when The Williams Companies in Tulsa, Okla. hired her. She worked there for four years until she moved to Advertising Incorporated where she eventually served as the Account Supervisor on the Sonic account. Moore’s success on the account got her hired by Sonic Corp. By 2002, Moore became the President and a board member at Sonic Corp. In 2005, Moore became the co-owner of Instincts, LLC. “We specialize in leadership development, brand strategy and communications management,” said Moore about her company. Since 2010, Moore has also served on the board of directors for ONEOK, Inc. and QuikTrip Corporation, and she is the Chairman of the Board at Red Robin Gourmet Burgers.

After discussing Moore’s career accomplishments, I wanted to learn more about her strategies for becoming a success in the PR field. She said that good communication skills are a must for any PR practitioner. The ability to write well coupled with the ability to speak make a world of difference in the realm of public relations. The next piece of knowledge Moore relayed was the need to keep up with and have a sense of curiosity about current events. It is always important to know what is going on when current events can shape the industry you work in. Finally, Moore said business savvy is extremely helpful, as a public relations practitioner. It is important to understand all of the aspects of the business you work in, including knowledge about how the companies make money and an understanding of financial terms.

To end our time together, I asked Moore for a word of advice from a PR professional to an aspiring PR practitioner. The main recommendation she left me with was to take as many college classes as possible, especially business classes. She even suggested pursuing a double major. She said, “Many PR professionals graduate with no understanding of business.”

Moore is an inspiration to PR students who want to make a difference and achieve even their biggest dreams. She used her drive and determination to get where she is today, and when it comes down to it, those attributes contributed to the majority of her success.

Stuck on "Brand" Aid

Stuck on “Brand” Aid

By Aran Coleman

Photo courtesy of Ogilvy PR

BAND-AID® Brand Adhesive Bandages have long been a staple in every family’s first-aid kit as a source of healing, comfort and protection. The popularity and name recognition of the iconic BAND-AID® Brand provided the company with more than just success. Over time, copycat brands emerged, trying to ride along on the coattails of BAND-AID® Brand’s well-deserved notoriety.

BAND-AID® realized that it was vitally important for the company to keep its brand name relevant and distinguishable from brands tainting their prestige. Therefore, BAND-AID® decided to seek out the help of Ogilvy PR to develop a communication platform that would update the brand without losing any its significance.

The main objective for the new BAND-AID® campaign was to emphasize the strength of the brand and create a better connection with the current generation of web-savvy consumers, especially moms and dads. They decided to use emotion as a means to relate to their target publics. This new and improved identity could make BAND-AID® uniquely their own. They used the word “stick-with-it-ness" to promote the emotional and functional aspects of the versatile brand. They used to campaign to try and make “stick-with-it-ness” a household concept.

The new initiative was dubbed the Stick With It! Campaign. The biggest tactic used was the creation of the first-ever Stick With It! Awards. This event was created to acknowledge and honor everyday kids who have "stuck with it" in the different aspects of their lives. Ogilvy worked with BAND-AID® and Nickelodeon in a joint effort to bring validity to the campaign. A contest was implemented and the prizes were a vacation to Hollywood and a tour of the Nickelodeon Animation Studios. Ogilvy used 15-year old Nickelodeon star Emma Roberts (the new Nancy Drew) to improve awareness for the campaign and the contest. Having Roberts as a spokesperson gave kids someone to identify with and drew attention to the overall goal of the initiative. To get the word out, she was sent on an extensive media tour where she visited radio stations and made public appearances. This strategy made a huge difference in reaching not only children, but also their parents.

The Stick With It! campaign went above and beyond what was expected. Coverage of the initiative exploded, bringing in over 65 million media hits for BAND-AID®. Most of the exposure was aimed at kids and parents together by using a famous spokesperson and other methods. Thanks to the involvement of Roberts, 3,500 entries were submitted for the contest. Stick With It! successfully highlighted the BAND-AID® Brand reliability. They also found a unique way to update the brand and give it a new pop to keep and attract consumers.