PR, Marketing and Honey

As I write this in September 2026, my country of Canada and our long-time friend and ally the United States of America are engaged in a dumb with a ‘B’ trade war.  This will result in short term and long-term damage to well-established trading relationships, and the search and creation of new, more reliable trading relationships.  

Many businesses on both side of the border are scrambling to replace vulnerable revenues that may be disrupted. For the most part personal relationships remain strong, but this trade war does cause strain.  

 

Public Relations and Marketing

I discovered an article about a Canadian business severely impacted by the trade war (https://www.cbc.ca/news/canada/manitoba/canada-us-tariff-manitoba-reaction-9.7316905)

I read the article, and then explored the company website a little further. Unexpectedly, my experience with the story offers a very good illustration on the functions of Public Relations and Marketing, and a PR success and Marketing fail.

Podolski Honey Farms in Manitoba received significant news coverage as a result of an additional 50% tariff applied by the U.S. administration against a slew of Canadian products, including honey. (I guess the U.S. is looking to quickly ramp up their production of honey). Podolski indicated that 90% of their product is exported to the U.S. and their business was at risk.  Here is their site https://www.podolskihoneyfarms.com/

 

The Role of Public Relations

It’s impressive that the company managed to receive this exceptional news coverage that could result in new business for them. One element of public relations is having someone other than you tell your story. While you control paid advertising and that message, PR is generally free, and can be very widespread, however you don’t have control of how the message is recounted. Someone other than you tells the story.  I believe in this case their story was told very well.

I do wonder if a reporter stumbled upon the story, or if this was some shrewd work by the company to promote their story to a reporter? If the latter, that’s an exceptional job of getting their issue recognized and published.

 

A Public Relations Model

A simple PR model operates like this;

1.   If people aren’t aware of your product, they won’t buy it

2.   If people lack knowledge of your product benefits, they won’t buy it

3.   If people are aware and have knowledge, they may have interest

4.   If people are aware and have knowledge, they may develop a desire for your product

5.   Finaly a prospect may take action to buy

 

Awareness. Knowledge. Interest. Desire. Action.

Podolski Farms quickly moved prospective customers sympathetic to their plight through each stage. We became aware, interested, and considered buying some product. Sometimes a progression is slow, sometimes very fast.

Now on to the marketing of the product.

 

The Marketing Model

There are several methods to describe the marketing approach.  I usually refer to the 6 P’s of marketing.

1.   Define the PRODUCT and PACKAGING  

2.   Set the PRICE

3.   Set the PROMOTION

4.   Establish PLACEMENT of the product

5.   Design the fulfilment PROCESS

6.   Train and support the PEOPLE

 

Podolski Farms have been in business since 1954, so clearly their model is well defined and has functioned well. The impacts of tariffs, and the effects of their PR success created new challenges, as I describe below, specifically to the PROCESS and fulfillment to customers.

 

My Experience

I was interested to learn a little more about Podolski. The story  made me angry that these randomly applied tariffs would affect a long-standing Canadian business. I’m sure I wasn’t alone in this. As it is, Canada imports more honey from the U.S. than we export to them.

I visited the Podolski website with no intention to purchase but as I progressed, I was inspired to buy $40 of honey and have it shipped to me. After I entered my name, address, and credit card details, I received a message indicating they don’t ship to my region.  In the province of New Brunswick, in the country of Canada.  Their website indicates they ship to Canada, the U.S., and the world.

I was unhappy. Their fulfillment failed. That’s a major marketing failure.

 

Grace

I will note that the next day I visited their website and a message indicated they were having trouble with their web vendor and were working to fix this. It appears that it is fixed, however I didn’t reinitiate my previous impulse purchase.  

 

The Lesson

This post is about public relations and marketing. Podolski had an unfortunate glitch and I hope they continue to prosper.

I had quickly moved through awareness, knowledge of the relatively simple product, interest, desire, and action, resulting in an imminent purchase.

While the marketing process appears well constructed, they failed at fulfillment, although it appears that they’ve fixed the problem. My spontaneous purchase is lost as I decided to visit a local vendor in the Saint John City Market and buy some local product.

 

Conclusion

Simple models help us understand the PR process and the marketing process.  My experience with this PR success illustrates well the functions or Public Relations and Marketing.

 

 

 

 

 

 

 

 

GYCZ Preparing To Host A Panel Discussion

On Friday, August 21^st, 2026 I will host a three-person panel in Vancouver, British Columbia at the Toastmasters International conference, an event which is held annually in locations usually in North America, although August 2027 will be held in Paris, France.  

If you have not hosted a panel previously, the process can seem daunting. Careful planning and agreement on event parameters in advance are critical, and will enable you to manage any surprises as the event unrolls. Here is my planning approach in general, and in this instance.

 

 

 

Predetermined Parameters

I’ll note that for this event two excellent meeting planners from Toastmasters staff have provided the overall structure including setting start and end times, room selection and preparation, the selection of panelists, and planning for a full program of similar panels for the overall 4-day program. You may need to determine and negotiate most or all of these parameters. At our 4-day conference, there are several panel events, and I chair two occurrences of one of the panel events.

 

Team Planning and Communication

A successful event requires good communication amongst the host, the panelists, and the planners.  In this instance, we’ve held two Zoom meetings and had several strings of email.

 

Physical Comfort of the Panelists

During an initial planning meeting, one the panelists asked about the physical room layout, and specifically if they would be seated at a table, or in chairs. I was unaware, but the plan was to be seated on stools without backing at the front of the room.  So, this was a great question.

The panelists weren’t in favor of stools, and I supported them on this. I find a stool uncomfortable, and very awkward to sit on, especially in front of a room.  It’s not one of my competencies.  So, plans were changed to provide chairs.

 

Timing considerations

Our meeting planners from staff have allocated 60 minutes to our full program, and twelve minutes for each speaker, which will consume 36 of the 60 minutes. That leaves 24 minutes maximum for my introductory remarks, panelist introductions, any appropriate bridging or clarification between panelists, and management of a Q&A section.

Our meeting planners will provide timing signals to each speaker, using a Green-Yellow-Red pattern familiar to all members of Toastmasters. Additionally, I will stand when the speakers have only 45 seconds left to their time allocation. When you’re a speaker on a panel, finishing your work slightly short of your allocated time is welcome.

 

Panelist Material

I’ve seen that sometimes speakers will try to share all of their subject matter expertise while on stage, sometimes rushing through material and not spending enough time on the material most critical to the specific audience. I believe the better approach is to select the most pertinent material for the specific audience, and deliver that content. It’s better to leave an audience wanting more content, and perhaps addressing that in Q&A, rather than leaving an audience wishing there had been less content, but more focused content. Any speaker needs to do their best to assess the knowledge level of their audience, and deliver appropriately.

In the case of this event, the team and I have met twice and agreed on overall themes for each of them, and they have independence to develop the content to address each theme. In other cases, I might want to review the material with the panelists, but in this instance, I’m working with experienced speakers and trust their judgement.

Previously, I wrote about audience analysis here https://gycz.blogspot.com/2024/01/audience-analysis-wolf-of-wall-street.html

 

Introductions

All speakers should offer the host some material for introductions.  Some speakers desire that the introduction provided be read exactly as presented. Whether I’m presenting, or whether I’m introducing, I like a personal touch to introductions, perhaps only a brief, relevant comment on our previous interactions.

 

Selection of Panelists

I’m delighted with the panelists selected for this event. They’re experienced, don’t require any personal coaching, instead only some discussion and selection of their specific angle on the overall topic.

If you are required to select panelists, here are some guidelines;

1.   Identify some subject matter experts, and ideally their specific expertise and point of view. Some topics will require you to provide pro and con viewpoints.

2.   Assess their speaking ability, including clarity of message, possible distracting habits including overuse of ‘ums’,’ ahs,’ ‘likes,’ and “you know.” Overuse of such habits, such crutch words, can be distracting to audience members.

3.   If a panelist seems nervous as the event approaches, offer to listen to a trial run of their material and offer gentle, supportive guidance. Do understand that the practice session may proceed quite differently than their performance in front of the actual audience, and as chair adapt as required in the moment.

 

Conclusion

Hosting a panel discussion is a test for a speaker. Careful planning pays off, and attention to detail during the event will ensure a well received, successful experience for panelists and the audience.

 

 

 

 

 

Wandering About, Messing About - Changing Perspective

When I travel, I find that I become super alert and aware. Everything seems new and different, and I’m more appreciative of everything around me. Travel is a break from regular routine and always engaging. In May, I spent four days in Berlin discovering the historical sites, the stark reminders of fascism, the magnificent public transportation available in European cities, the demeanour of the local residents on the streets, and much more. 

This week I enjoyed some discovery in my home city of Saint John, New Brunswick. It was a simple, refreshing change in perspective.

 

Public Transport 

I had to leave my car at a collision center this week for a superficial repair. This past winter I was at my favorite ski hill Cape Smokey (https://www.capesmokey.ca/).  That day the parking lot was quite full, so I decided to park by backing into a snow bank, into what looked like some soft white snow.  When I did this, I received a funny look from another guy walking through the lot, but I thought nothing of it.  But he heard a crunch, and when I drove to my overnight stay, I noticed my rear bumper had a significant dent. Then I remembered from many previous visits to Smokey that the location I backed into featured a very large decorative boulder, and I had backed into that because it was buried in snow, so I dented my car’s bumper.

The Repair

So, this week I decided to get it fixed.  I drove to a collision center, left the car for the day, and took public transportation back home.  In Saint John, I don’t use public transportation regularly, so when I do the experience seems fresh and new.  It’s a simple break from routine.  Here’s what I noticed.

First, I appreciate the patience of bus drivers. I can learn from observing. Some car drivers make risky left turns into traffic.  I’ve certainly done this. But the bus drivers wait patiently until it's safe to turn into traffic. Imagine.  But they have responsibility for others lives.  Actually, we all do, don't we?

Second, I realize that even in my modest urban environment, a car is a luxury. I could survive without owning a vehicle. I won’t forego the convenience, but I could, and I’d save money.

Third, while sitting and waiting ten minutes for a bus transfer, I became very aware of the growing use of e-bikes and scooters on city streets.  I’m a recreational cyclist in an urban environment, and I’m delighted to see this growing usage. I’m quite happy when I ride a bike.  Usually, I find myself spontaneously whistling a tune.  I don’t see many angry, aggressive, tail-gating, road-raging cyclists or scooter riders. 

Messing About

I offer this simple reflection on changing, or updating, my perspective in my home city.  My experience that day reminded of a statement from Kurt Vonnegut about buying a single envelope during an Interview by David Brancaccio on PBS (7 October 2005);

(talking about when he tells his wife he’s going out to buy an envelope) Oh, she says well, you’re not a poor man. You know, why don’t you go online and buy a hundred envelopes and put them in the closet? And so I pretend not to hear her. And go out to get an envelope because I’m going to have a hell of a good time in the process of buying one envelope. I meet a lot of people. And, see some great looking babes. And a fire engine goes by. And I give them the thumbs up. And, and ask a woman what kind of dog that is. And, and I don’t know. The moral of the story is, is we’re here on Earth to fart around. And, of course, the computers will do us out of that. And, what the computer people don’t realize, or they don’t care, is we’re dancing animals.”

― Kurt Vonnegut

 

Conclusion

A change, an update, to your perspective can be quite accessible.