PR lessons can be learned anywhere; and a morning coffee experience proved it.

Some days back, I had a meeting at a Starbucks cafe that I’ve never been to until then. What was different about this one, was that it had no air conditioning. (Aside: Yes, I live in Singapore, the Air-conditioned Nation.)

There were two main seating areas at this outlet (which was part of a shopping mall) - one at the basement of the mall where the drinks counter was; and the other was an open area by the road on the ground level.

Since the weather was rather humid, I asked the lady who took my order for Cappuccino - if it was more cooling to sit at the basement level that morning, or on the ground level.

To which she replied - “I prefer sitting upstairs”.

Well, this didn’t really do anything for me. I wanted to know where it was more comfortable (cooler), and not her preference.

Fear of commitment
If you’re following my point, you’ll know by now that I’m referring to company representatives who fear committing to customers. Even if it’s a simple question - How can I get a better experience?

Customers will know when you’re not even confident of who you are, and what you stand for.

And today, the transparent Web will put more customers directly in front of every employee - both at the front-lines and even in the back-office; so your customer strategy will have to extend beyond your polished customer relations director.

In the same vein, your ever-prepared PR director will have start thinking about what every employee will (or will not) say to the citizen journalist who comes in the form of an angry customer or a curious investor; and not just the “official statement”.