When Don't Thugs and Lawyers Mix Well?

A criminal defense attorney may not have the most glamorous job in the profession. However, Daniel Muessig has embraced the job, and created a video to advertise his services that has gotten him more clients. The video has gone viral and has gotten a lot of media attention, but it’s also controversial and has made other attorneys upset. 

When I first saw it, I thought it was a Saturday Night Live parody sketch because it has a hip hop style and seems silly, not serious. Muessig also uses words such as "liar" and "scumbug" to describe other lawyers. It doesn’t seem professional, and Muessig doesn’t care. He wants to connect with potential clients and says, "I think like a criminal" and tells them that consequences “suck”.

He’s probably glad the video has worked for him financially and has gotten him a lot of media coverage, but in the long run, it could be harmful. Other lawyers have commented in various articles that it negatively affects their professional image, and I agree. If he wants to have a bigger firm in the future, this sophomoric video has already affected what people think of him. Even if he decides to remove the video from YouTube, the articles written about him will still be online, and people have probably already duplicated the video to post it elsewhere.

Even if an attorney is struggling to get clients, he or she should be careful when using social media and doing things that could get the wrong media attention. A publicity plan should be about the future as well as the present.

What Can Trains, Toilets and the French Teach Us About Public Relations?

I was on vacation with my family, and we stayed in a hotel that got their measurements wrong. The bathroom door in our room couldn't close because it was not able to clear the toilet, so the hotel had to cut part of the door off to make it work.

Who would've thought France would make the same kind of mistake, but much worse? Jolie Lee in USA Today shared a story about how France had to spend almost 70 million dollars to fix over 1,000 train stations because the trains they ordered were too wide for the platforms. I remember when I took woodworking class in school, they told us to measure twice, and cut once. It’s a simple concept that’s been around for years, but France’s national railway system obviously didn't check everything out before deciding to use the new trains.  

You also have to measure your publicity campaign to make it fit, but in that case, it has to fit various audiences. What might work for the mainstream media might not work for your employees because public relations is about internal and external communication. For instance, if you work for a publicly traded company, the press releases should have formal language and be written in such a way as to not violate any regulations when you announce earnings or corporate mergers. Even press releases that cover new products are usually written in a stiffer style. However, if you use that same kind of language in internal communications for employees, they might think you’re being too stiff, out of touch, or unapproachable, and their livelihoods could be affected. On the other hand, if you decide to communicate with your employees with a more casual style, it could end up reflecting badly on you when you use that same style with the media. Basically, you can create the same message for the media and employees,but the way it’s delivered should be customized. 

So before you launch your communications plan, make sure it fits, and be consistent with the audience you’re talking to. You don’t want your message to “pull into the wrong station” with employees, management, or federal regulators. Simple phrases could do a lot of damage and even affect morale.

Time Magazine Reporter Needs a Math Lesson

It's amazing how people can use any kind of number to make their point, even in an established media outlet. Joe Klein wrote “Obamacare: Mend it, Don’t End it” in Time magazine, and since it's a major publication that's been around for a while, you'd expect to read solid information that backs up his opinion.

However, he seems to see numbers his own “special” way, since they don't really add up. He defends the Affordable Care Act (Obamacare) and says it's running pretty well, then uses a poll to prove his point:

“The word of mouth seems to be … not bad: a recent ABC News–Washington Post poll actually had more Americans in favor of Obamacare than opposed to it, by an overpowering 49% to 48%.”

Overpowering? It's been a while since I've had math, but even I can see that 49 percent is barely different than 48. It's just a difference of one percentage point, which doesn't match the definition of “overpowering”. Even though he's writing an editorial, not a straight news piece, he's entitled to his opinion, but his argument becomes weak with those numbers that are barely different.

Later on, though, he's more accurate when he says, “A recent Kaiser family foundation poll shows that 59% of Americans want to see this program improved...” That sounds more “overwhelming” than the other percentage he gave to prove a point that wasn't really proven.

Joe Klein is an experienced journalist, and the fact that he's twisted information to try to support his ideas is a lesson for anyone. If you want to use statistics or polls to support your position, make sure you're using solid information that truly matches what you want to say. Otherwise, it can negatively affect your reputation. In Klein's case, he seems to be doing fine, but most people shouldn't take such a chance. What you say should be solid and helpful.

Lady in the Banana Peal Suit Slips Up in Court

It's not so ap-pealing: Catherine Conrad, aka the “Banana Lady”, has slipped up after filing several lawsuits for copyright infringement. Kim Janssen, who's a Federal Courts Reporter for the Sun-Times, says after Conrad has performed with her puppet monkey and has done “The Banana Shake” for various groups, she's sued because people have used her image or have posted videos of her online.

However, her latest litigious effort has failed at the U.S.“Appeals Court. She sued several credit unions after people posted videos of her on Facebook. The judge said she doesn't own the copyright of her banana costume because it's “a common consumer product” and said her lawsuit is an “abuse of the legal process”.

Not only are her legal actions obviously frivolous, but she doesn't seem to understand publicity, either. Hopefully the judge's decision will prevent other lawsuits, and hopefully she'll learn some publicity lessons because she's missed a basic concept. It's helpful when people organically share what someone is doing because it can result in more positive exposure for the person. However, by not letting people share her image and videos, Conrad is cutting off a natural marketing plan, and she's only getting negative publicity for all the lawsuits she's filed.

By the way, what's interesting about this case is that her attorney's name wasn't in the story, probably because he or she doesn't want to slip on the Banana Lady's rotten peel.

Did the Marlboro Man Go "Up in Smoke?"

There's an expression: "tragedy plus time equals comedy", and when a guy who portrayed the Marlboro Man in advertising died this year from a smoking-related illness, it was tragic, and also seemed like a punch line to a sad joke.

Eric Lawson had smoked since he was 14, and he smoked most of his life. Even though he had a hard time quitting, he told people to not smoke because he knew it was unhealthy (and he wasn't the only Marlboro Man who died from a smoking-related illness, according to an article by Nate Jones in People magazine). Actually, I also created my own anti-smoking campaign when I was growing up because I constantly bothered my parents to quit, and they eventually did--and that was before the government promoted that smoking was harmful.

Whether the government is involved or not, it just goes to show that no matter what attractive images companies put out there, the truth will come out. It can seem like false advertising when a company has a message that is destructive or simply is not true.

Whatever you're willing to commit to in your promotional messages, you should be genuine so that there won't be any negative consequences. You can dress something up to make it pretty, but if it doesn't have much substance and ends up misleading people, it will eventually catch up with you. Then you'll have to spend a lot of time and energy on damage control.

Cook County Sheriff Tom Dart Misses the Mark

Once a person expresses his or her true feelings on a subject, it's impossible to take those words back, and the consequences become more extreme in the media.

That's a lesson Cook County Sheriff Tom Dart probably learned when he spoke to student journalists. Brian Slodysko in the Chicago Sun-Times reports Dart told the students, "Most of the people in my world hate the media,” and said even though he doesn't hate them, "I feel sorry for them."

He even criticized objectivity when journalists want to get both sides of a story: "one thing that always eats at me."

Not only was his speech covered in the Sun-Times but it was posted on YouTube, and even though it hasn't gotten a lot of hits, he obviously struck a negative cord with the people who are supposed to cover him fairly. 

His spokesperson didn't really help the situation either when she said he's a "passionate guy" who wants to help aspiring journalists. What Dart should have done is said "sorry", not assign a representative to explain away his opinions with an insincere statement. 

It's another example of how people have to think before they speak, and since attorneys work on sensitive cases, it makes it even more important. However, if you have said something you shouldn't have, it's better to offer a real apology so that people won't think poorly of you. Also, it's important to do it yourself, not issue a statement through your publicist. If you're not sure how to go about it, talk to your public relations professional so that you can express yourself in an intelligent, positive way. 
 

Would a Lawyer Ever Say Something Unkind?

Trials are hard enough, but attorneys get even more frustrated and disappointed when the verdict isn't in their favor. They can even become angry and have lots of problems with their clients, like Drew Peterson and his lawyer, Joel Brodsky, when Peterson was convicted of killing his wife.

Brodsky went on TV after the verdict and "blamed Peterson for moves he made at the trial" according to Joseph Hosey in the Bollingbrook Patch.

There's a more recent example of an attorney bad-mouthing his client in the United Arab Emirates. He called him "the most stupid murderer I have seen in 40 years" after he was convicted of murdering a woman who claimed he got her pregnant, even though they didn't have sex. He killed her with a stone and put her body in a bathtub and set the home on fire. The body survived because the bathtub was filled with water.

Attorneys might have dim-witted clients, but they shouldn't bad-mouth them in public. It will only affect future client relationships. It could also impact their practice because potential clients will see them as unprofessional and possibly inept, so they won't hire them. Besides, if an attorney criticizes a client publicly, it can show a lack of judgment for taking the client on in the first place. It's just unwise all around, and can negatively affect a lawyer's reputation.

As my mother said, "if you can't say something nice about somebody, shut up!" (Mom's comment was embellished for this blog post). 

Is Barbie Lust Right for Your Daughter?

The swimsuit edition of Sports Illustrated is popular for the same reason Playboy is: the pictures. They appeal to men's desires and fantasies (and not the good ones).  

Now Mattel has gotten in on the action by creating the Barbie Sports Illustrated Swimsuit Doll. It was made to celebrate the 50th anniversary of the magazine, and it's an updated version of the original 1959 model. What's interesting is Target, where it's exclusively sold, says it's "For the adult collector" even though they say the suggested age is from six years old. Often "logic" gets lost in marketing.

When I was growing up, six year-olds didn't play with Barbies that looked like that. They were more wholesome-looking, but it seems like Mattel wants to stay with the times by making the doll look more sexy.  

Parents who want to remember how Barbie used to be probably are wondering why they should buy it for their daughters. The image of the doll has changed, and it's been cheapened to be more attractive to men as give girls a false image of beauty. That goal in itself seems disturbing.

The Barbie brand's public image has changed, but that doesn't mean our public relations message should. If there's a central message that made you successful in the first place, don't cheapen it when you post a rude image on Pinterest and other social media. After all, hem lines might rise and fall, but let's keep everything covered and decent. 

Do Lawyers or Judges Get the Last Laugh?

Often, it seems attorneys wished judges would get bad press and get scrutinized by the public, when they make a "bad" decision against their client. Well it looks like Cook County jail is helping them achieve that.

The Chicago Sun-Times has an article by Robert Herguth and Dane Placko about judges getting upset because they have to show their IDs and open their car trunks every time they go in and out of the parking lot at the Leighton Criminal Court Building near Cook County Jail. Apparently, a lot of them are resisting the procedure because the article has a long list of what they've done, such as one calling 911 and others swearing at officers.

You'd think since they're judges, they'd try to be more professional, especially since "judges behaving badly" makes a good story in the media. But they don't seem to care, which is the problem: they should think about their public reputation and be careful about what they say.

Even though lawyers are probably happy the judges embarrassed themselves, the lawyers can learn from the judges' mistakes. When you're in court, you have to be completely professional to win a case and not lose your cool. That's also important outside of court. Wherever you are, the media is watching and ready to record your actions, which also means the public can easily form a negative opinion about you.

Previously, I mentioned defense attorney James Ecker, who developed a style walking to and from court. He got the media's attention, and a lot of people's respect. He won cases and won in the court of public opinion.

So the next time you're facing a situation that's difficult, think before speaking. Don't let others get the last laugh...at you.

Publicity that Gets my "Goat"

You never know what will work with the media. Usually people think of using groundbreaking technology to create attention-grabbing publicity, but here's something that tremendous national and local attention that has nothing to do with tech: goats.

Heather Cherone in DNA Info says that's how O'Hare took care of its weeds. Actually, llamas, burros, sheep, and camels helped the goats out.

It totally worked, not just practically when the animals chomped the weeds away, but in terms of generating lots of buzz. It made O'Hare help counter the negative media coverage it usually gets for cancelled flights and horrible weather, and it helped Butcher & the Burger restaurant, which supplied the animals. The restaurant's business increased, and they also got exposure for Settler's Pond Shelter, which supplied some of the animals (the restaurant made a donation to the shelter, too). It was successful on many levels and is one of the most effective publicity campaigns I've ever seen.

So when you're looking for ways to get publicity for your business, think creatively. It's not just about the latest app or gizmo, but it's how you get media attention with the resources you already have available.

McDonald's Is Now Serving "Egg on Its Face"

McDonald's is a huge, established company, but it's still making public relations mistakes that you would expect from a start-up business. The latest is its internal website for employees, where several posts talked about the negative effects of fast food, the same kind of food that McDonald's has been selling for years. If the company had been paying attention to what it was communicating, it probably wouldn't have let those posts be written. But NBC News says they were created by an outside vendor, so McDonald's wasn't carefully supervising who they hired.

Before that leaked out, there was another publicity gaff that also came from an internal employee site.The company gave advice for tipping au pairs, pool cleaners, housekeepers, dog walkers, and personal trainers. What it failed to notice was a lot of McDonald's employees earn minimum wage, which is what they've been protesting about this year. Again, the advice was written by a third party, which shows a sloppy communication plan and a lack of quality control.

Whether you're hiring an outside company or you're handling your own publicity, it's important to pay attention to your internal and external communication. The two are connected, and you never know what disgruntled employees will leak to the press. Make sure your message is consistent, because if you present a public image that doesn't match your in-house one, your reputation will be damaged, and you'll have to be even more creative with your crisis communication plan.

What Can Attorneys Learn from "Ground Up Cow on a Bun?"

Recently, prominent Pittsburgh defense lawyer James Ecker passed away. Usually attorneys don't get so much media coverage, especially if they're just known locally. However, Ecker had a long relationship with the media because of the way he communicated with reporters and how he described his high-profile clients who were accused of horrible crimes.

He was effective in presenting interesting visuals for television, such as walking with his clients into police stations and out of courtrooms, and he chose his words carefully. To defend such clients, he had to be a good storyteller, to paint a picture that helped reduce their sentences, which made him even more notorious. His law partner said he "'was the ringmaster' in many high-profile cases." 

Ecker was effective inside and outside the courtroom, but many attorneys are not effective in both areas. However, when communicating with the non-legal media, attorneys should be good storytellers and be able to use effective metaphors. Even scientists have discovered that using metaphors causes the brain to work differently. Salon features an article by Tori Rodriguez from Scientific American about a study that described crime in two different ways. People's decisions on how to fight crime were influenced by the metaphors used.

One metaphor I'll never forget is from my fourth grade language arts class. The teacher told us there are different ways we can talk about something. For instance, you can call a sandwich you eat a hamburger, which for beef eaters is a pleasant experience. You could also say it's ground-up cow on a bun, which groups such as PETA could use to criticize people who eat meat.

Therefore, if you're talking to a reporter, think about if you're telling a story or "painting a picture" that will influence those receiving your message as you intended. 

Does McDonald's Derserve A Break Today?

McDonald's doesn't always get a break. It's been criticized, mocked, and has had its share of controversy, especially when it was featured in the documentary film Super Size Me, which followed Morgan Spurlock's failing health as he only ate fast food every day. 

Well they seem to be doing a good job trying to counter the negativity because recently, they gave away children's books in their Happy Meals. It sounds like a good idea, but Bruce Horovitz wrote in USA Today that when they announced they were planning to do it, they were criticized because the books featured McDonald's animated animals.

McDonald's tried to help kids eat right through the messages in those books, and helped kids learn to read, but the company still got stung.

However, it teaches a great publicity lesson. McDonald's partnered with Reading Is Fundamental, a literacy non-profit, which boosted their image. After all, McDonald's is a huge for-profit company, and working with a non-profit helped to soften their reputation.

That kind of co-branding is what every company should consider. Like McDonald's, think around corners. What organization can you partner with to do something positive in your community? By working with someone else, you can create a kind of safeguard so that you don't have to defend yourself against critics. 

Is a Red Bull Law Suit Full of "Bull"?

The legal website Above the Law can make lawyers laugh about their stories or cry if they're in there when they get bad coverage. The site got my attention when I saw "Red Bull Gives You…Cardiac Arrest?" because of the title and what appeared to be an absurd lawsuit. A man drank a Red Bull then died of a heart attack while playing basketball, and his family is suing for $85 million. It seems like a frivolous lawsuit, and they're asking for what seems like an outrageous amount of money, but in every cloud there's a silver lining.

 In a case like this, there's a potential liability both legally and from a PR point of view. There's the risk of losing the case, and the attorney representing the plaintiff could say something that supports the apparent absurdity of the law suit. Also, third-party attorneys commenting on the case could also negatively affect their reputations if they make comments that are "laughably" too serious or poke fun where a death is involved.

That's where the silver lining comes in: in cases like this where it's tempting to say something dismissive or too critical, it's important to balance it out with a comment that offers a fresh view of the situation. For instance, an attorney can do research to see if there's validity to the lawsuit by citing precedents. Elie Mystal, who wrote that post at Above the Law, mentions side effects of the drink that could give the lawsuit validity. That's an example of showing credible opinions in a peculiar legal matter.

So if you're asked to comment on a case that seems silly and wasteful, share your opinions when you can offer comments that add value. Or just stay away from anything that's "bull."

Is Michael Jackson the New John Kennedy?

You never know who's going to be brought into the blame game. Earlier this month, Anschutz Entertainment Group (AEG), which was responsible for promoting Michael Jackson's concerts, was found not liable for his death, according to Hannah Karp and Eric Schwartzel in the Wall Street Journal. AEG hired Doctor Conrad Murray as Jackson's personal doctor, and even though he was convicted of involuntary manslaughter a couple of years ago, that guilty verdict didn't affect them. They're probably relieved though the family didn't get the money they sued for (over one billion dollars).

Michael Jackson's death has gone from being a tragic event to a growing conspiracy, almost like he's the new John F. Kennedy. They died in different ways, but the public's fascination with what happened is strong, and so is the family's anger. We still don't know the complete truth, though it was proven in court that the doctor wasn't found incompetent, which cleared AEG from any wrongdoing.

It just goes to show how a story can become a public relations crisis,creating a net that scoops up various people, even if they weren't directly involved. This could happen to you, too, even if you're not working with a celebrity. You just have to be careful about what is reported and if people will be able to find out the truth. You might think you or your company is far enough away from a situation to not be affected, but a crisis can still occur. You may have done nothing wrong, but an employee could have, and you might be implicated in what they’ve done. It's best to be prepared, such as deciding who the spokesperson will be, what your message is, and how you develop relationships with the media. I’ve talked in the past about crisis communications (see the slides here) and also did a presentation about what to do right after something bad
happens.

If you've had to deal with a crisis, feel free to share tips in the comments below.

Smart Lawyers, Dumb Public Relations

Attorneys tend to be very careful, scrutinize information and documents, and try to not make mistakes because they can be costly and have negative affects on the case they’re working on, their clients, and their own reputation. That’s usually true, except when it comes to one of the most famous authors in the world. Apparently one of J.K. Rowling’s attorneys slipped up and ended up making a big public relations blunder. The New York Times reported the embarrassing mistake in Julie Bosman’s article, “Another Rowling Mystery Solved: Behind theTweet That Identified Her”. Basically, her own law firm didn’t pay attention to the attorney-client privilege when one of the partners told his wife’s friend that Rowling wrote a book using a pseudonym. The friend posted the information on Twitter, and Rowling was angry that the law firm she had trusted couldn’t keep a secret.

I’m sure if Rowling weren’t so famous, there wouldn’t have been much damage, though it still would have been wrong to reveal her identity. Lawyers have to remember that even a seemingly innocent conversation can cause an avalanche of publicity problems, which Rowling’s law firm experienced. There need to be filters in place, and a solid plan has to be developed when you’re dealing with a big client, and everyone should remember that social media can be dangerous as much as it is helpful. After all, you should avoid creating a situation that you will have to fix or that could cause you to lose clients. The best publicity is for successes, not for mistakes. 

Public Profanity – What Happens When an Attorney’s Client Becomes an Embarrassment?

Even though the Miley Cyrus "twerking" incident occurred last month, people are still talking about it. One recent article is in Time magazine called, "The People vs. Miley Cyrus: FCC Complaints Aired" by Noah Rayman, in which he lists some of the complaints sent in to the FCC after Cyrus' and Robin Thicke's performance aired on MTV. There's no doubt that there have been a lot of negative reactions, but it's also gotten her a lot of attention, and she seems to really enjoy it.

 Miley is certainly very different than her dad. He recorded country and Christian music, starred in a wholesome TV show, and generally has a clean-cut reputation. She's obviously the opposite and doesn't care what people think. After the MTV performance first aired, Billy Ray said, "She's still my little girl and I'm still her Dad regardless how this circus we call show business plays out. I love her unconditionally and that will never change." Even though it seems like he didn't know how to respond at first because he cancelled a TV appearance, he ended up taking the high road and continues to now that her new video is out.

While I'm sure there are a lot of parents out there who think he should show his disapproval of her actions, his reputation overall hasn't been damaged.

The reason why I'm mentioning what Miley Cyrus did is because attorneys sometimes have clients who do something embarrassing, which can also damage your own reputation. I've seen attorneys turn on clients by dropping a case when their integrity has been compromised, and some have trashed their former clients, like Joel Brodsky did with Drew Peterson. Yet even when the other party makes a public spectacle, you should take the high road. Also, think about why you took the troubled client in the first place. You have to be prepared to respond in such a way that will make you look good. The best way to prepare is to not wait until a disaster happens but think about all the scenarios, good and bad, when you want to publicize your case. If you're prepared, then you'll be ready to respond when your client isn't acting how you think he or she should. Basically, choose your words carefully and make sure your firm is consistent with its message.

By the way, I just learned what "twerking" is, and it's certainly not what I want my daughters to learn in the future!

Let's Talk Public Relations "Trash"

Here's something that made news even though it doesn't seem so exciting: a garage. Actually, it's not that mundane because the garage that NBC Washington had a story about is where Mark Felt, aka "Deep Throat," and Bob Woodward, who reported the Watergate scandal, met. That garage is going to be torn down, and even though there's no specific date set, it still got attention.

 

 The story originally came from Arlnow.com but it's been covered in media all over the world. Who would've thought that a garage would become a media star? I don't think I've seen many, or any, garage stories on TV or in a newspaper, and I've been in plenty of garages that didn't end up in the news. Yet because of the historical significance, this garage is special, and whoever decided to publicize the demolition knows how effective publicity works. 

 

This is a great reminder of thinking outside the box when it comes to your own business. Is there something you're doing that doesn't seem so interesting but could become a story that journalists would want to cover? An example is the press coverage that the Art Institute of Chicago got. Rummana Hussain did a story in the Chicago Tribune about the lions being moved for a reconstruction project, and after that, Patrick Reardon wrote an article about the trash that was found there. Trash and lions don't sound too exciting, right? However, the Art Institute found a way to make it news and also entertain readers.

 

So think about what you can promote that is unique and newsworthy. You never know when one man's trash can become another man's treasure.

Funny Money Man

I saw a story on NPR's website called, "Who Knew? Fed Chairman Ben Bernanke Is A Funny Guy,"  by Mark Memmott with a transcript of the Federal Reserve Chairman's commencement address at Princeton. I was impressed that he could use humor, even though he seems like such a serious guy. He even quoted Lily Tomlin, which is the last thing I'd expect from him. 

Bernanke's approach can be a lesson for attorneys. Usually lawyers are careful when dealing with the media, which I totally understand, because they have to be very careful about what they say. However, because they have to be calculating about their words or actions, they might look cold or even inhuman to other people, which can affect their reputation and their client's image. 

That's why I often advise attorneys to communicate some light-heartedness when speaking to the media or releasing press statements. Wherever you speak or issue a statement, you should think about your audience. At a conference with other attorneys, for example, you can be more serious and use more specialized language. However, there's nothing wrong with sprinkling what you say with some humor, like Bernanke did.

 

On the other hand, when you speak to a more general audience who wouldn't understand or appreciation legalese, you should find a way to connect with the public by avoiding being very intense or serious. You have to be careful about what you divulge, of course, so you have to decide beforehand what your boundaries are, but there's nothing wrong with lightening up a little for the press. After all, if the Federal Reserve Chairman of the United States can do it, you can too. 

 

Is a Donut Better for You than a Salad?

Candice Choi's article, "Dunkin’ Donuts adds doughnut bacon sandwich to menu" in the Chicago Sun-Times is a great public relations move. The sandwich consists of fried eggs and bacon on a glazed doughnut, so I don't think I could eat it unless I extend my daily workout from one hour to five. However, what Dunkin' Donuts is doing is newsworthy. 

Everyone knows that fatty, sugary, salty foods aren't good for you, so fast food restaurants, even McDonald's, are offering salads and more healthy food. You'd think that since people are more health-conscious, they would want more healthy food, and even Choi says that sales have increased because of the healthier menus. However, Dunkin' Donuts is giving people what they're wired to crave, and it seems like a novelty. After all, PR-wise, healthy food doesn't seem as exciting, but a crazy, caloric sandwich can make a splash. 

It reminds me that what's old is new again, because for years fast food restaurants didn't offer healthy food, and Dunkin' Donuts is returning to that approach. In that way, what Dunkin' Donuts is doing seems contrarian in their publicity efforts. However, the company really scored because the sandwich will cause lots of conversations online and off. I bet people have even been posting photos online of them eating it just to show others how adventurous they can be. 

After looking at what that company has done, think about what you can do that will be noticed and that people will talk about. Maybe you're not a proponent of unhealthy food, but if you look at your business, there's probably something you can find that's noteworthy. 

By the way, if you've tried the sandwich, let me know.