I’m not going to lie. This post was one glass of wine shy of a full blown rant on Chevy’s disastrous MVP presentation at the end of the World Series.
But instead, I’m choosing to paint a silver lining and turn this into a bit of a learning lesson. Chevy probably has enough haters this week anyway. Without further adieu, here are four critical lessons that PR pros can learn from the social sensation that is #ChevyGuy.
1. Rely on the experts
You wouldn’t visit a doctor who doesn’t know an atom from an anus (or another “a” word), now would you? Neither would I. So it seems a bit absurd to send a Zone Manager (with no PR training whatsoever) to represent your company on live national television.
2. Know your product (and stuff)
Regardless of what your job title is, it’s critical to know the ins and outs of your product or service. Could you explain what your product is, a la Twitter-style (140 characters or less)? Also, there is no such thing as being over prepared. Especially, when millions of viewers are tuning in on live national TV (and lose the note card).
3. Roll with the punches
While Chevy ended up with a lot of egg on their face due to the lack of attention to #1 and #2 above, they were able to quickly embrace their mistake by adding the hashtag #TechnologyAndStuff in their social messaging and other promotional materials. If you can’t beat ‘em, join 'em.
4. Life’s not fair
After the dust settled, it was reported that #ChevyGuy is now a part of the Chevy marketing team. Chevy probably owed this guy big time for setting him up to fail in such a public way. However, I find this move to be completely insulting to trained marketing communications professionals, who battle for jobs daily in a highly competitive industry and work tirelessly to shine in every opportunity they earn. But unfortunately, c'est la vie.