One can’t help but think of the old joke from Monty Python and The Holy Grail: “I’m not dead yet.” That’s the underlying message of a full-page ad from BlackBerry running in 30 publications worldwide.
Newspapers and the rest of the media have been reporting for the past few years on the downfall of a product once so ubiquitous and addictive it was commonly referred to as “CrackBerry.” Since then, the Canadian-based company has been eclipsed by Apple’s iPhone and other smartphones. Occasional technical difficulties and product misfires have led to BlackBerry laying off 40 percent of its workforce and putting itself up for sale, amid speculation that it’s terminal anyway.
Interestingly BlackBerry chose print ads to give its customers an update: the province of an older demographic, while younger smartphone users are happy with touch-screens. The most loyal of BlackBerry’s customers say they’re holding onto their phones because of its now old-fashioned keypads and the ad, in the form of an open letter, reads, in part, “These are no doubt challenging times for us and we don’t underestimate the situation or ignore the challenges…” but, “You can continue to count on BlackBerry.”
THE PR VERDICT: “C” (Distinctly OK) for BlackBerry. On one hand, good to reassure people it’s still alive; on the other, bad to have to do that.
THE PR TAKEAWAY: One option for damage control is image control. The company has a high media profile, but the news is almost all bad and next steps are crucial when standing on a crumbling precipice. Given that the biggest demographic in America is Boomers, it might be wiser for BlackBerry to appeal to them and make a virtue of its old fashioned appeal. Appearing rejuvenated with a mild face lift, as the phone not of a future generation but the current one, might be the positioning that reassures that BlackBerry is alive after all.