Today, there are numerous examples of mass customization, that is, offering customized products to the masses, but the concept has gone way beyond LL Bean’s monogramming. A good example is Levi Strauss. The company’s new $20 million Original Levi’s Store in San Francisco is part theater, part art gallery, part museum, part cinema, and part rave. With 70,000 watts of digital audio, a biometrics recognition system, a 3D body scanner, and a ton of video screens, shoppers are in for an interactive, memorable experience and unequalled opportunities to take those old 501s to a new level.

Levi’s Original Spin™ Program enables customers to create their own pair of jeans with a choice of cuts and styles, and then have them custom tailored based on their measurements and preferences. The 3D Body Scanner captures 48 image-slices of a subject’s body surface in less than two seconds and then processes the images to extract key body measurements and produce a 3D representation. Video screens inside each of the store’s fitting rooms display a visitor’s 3D body image as they are trying on clothes. Visitors can also create their own “shrink-to-fit” jeans by putting on a pair of Levi’s jeans and immersing themselves in a special bath, and then entering a special human drying area. Then they can proceed to The Factory Area where they can have custom designs, images, or photographs embedded in their jeans.

Another example of an American classic that’s utilizing mass customization is M&M’s. Their “Custom Printed M&M’s” service lets you choose colors, messages, packaging and even flavors. Prince reportedly partakes of this service and has his home address (3121) printed on yellow M&Ms to serve at late-night parties.

In terms of PR, customizing communicates to your customers that you care enough about each one of them that you’re willing to serve them individually. This influences them to have an emotional attachment to the shopping experience and the product they’ve purchased. Notably, customization elicits feelings of exclusivity that your consumer often values much more than the actual product they purchased. All of these results encourage increased name recognition and patronage as well as solidify your brand. So the next time you look into upgrading your offerings, consider customizing, like Levi’s. It may be just the right fit.

You know the basics of presenting yourself well: have good hygiene, dress appropriately, and be neat. Here are a few “advanced” tips to making stunning impressions:

1. Update your look to be in sync with the latest fashions. You don’t need a new wardrobe, just a new accessory or hairstyle that says you live in this decade, not the last one. An up-to-date look tells others that you’re on top of things.

2. Maintain eye contact when speaking with others to project confidence and strength.

3. Have good posture. Standing up straight shows others that you’re self-assured and interested in your job.

4. Pay attention to detail. A wrinkled shirt or chipped nail polish can turn a great look into a sloppy one.

5. Know your products, company and industry. A well-informed employee is the best ambassador for a business.

Lastly, remember to smile. A smile never hurts and can say a thousand good words in a few seconds. Add these tips to your Public Relations strategy and you’ll have a powerful PR punch!

The book describes how Southwest’s philosophy of caring for its employees, customers, and communities boosted the company to resounding success.  In 1996 when the book was written, Southwest Airlines was ranked among the highest in their industry for service, safety, on-time performance, and low turnover.  Today, Southwest Airlines continues to receive numerous awards and accolades for being one of the top air carriers in the U.S.

Fostering a sense of caring is a public relations must, no matter who you are, what public relations profession you’re in, or who your publics are.  While our capacity for caring is often tested, making genuine caring the foundation for your plans and actions will produce outstanding, long-term results for you and your business.  For example, if you’re a business owner with a passion for animals, donate a portion of your proceeds to or do pro bono work for organizations that serve animals.  If you’re a manager, lead with a caring heart for both your staff and customers and make only promises you will keep.  Your caring and integrity will inspire respect from your staff and loyalty from your customers.  If you’re a front line employee, take care in the quality and quantity of your work and in your associations with customers.  Be sure that even the smallest tasks and interactions are infused with a sense of caring.

Make not-so-random acts of kindness and caring part of your business – and life – plan.  Start a revolution of caring, and your PR success will soon follow.  And please note, the type of caring we talk about here must be real, not forced or planned solely to get something in return.

As you might recall, during her Miss USA and Miss Universe interview questions, Lee said that it’s what’s on the inside, not the outside that counts and when asked what she would do if there were no rules, she said she would “eat everything everything twice!”

Keeping it real, or being authentic, straighforward, and honest is also a great tip for business.  Being something you’re not is never worth it because eventually you’ll be found out.  Likewise, using PR to make your business seem like something it’s not to an unsuspecting public, also doesn’t work.  If consumers dig a little deeper, they’ll find out the truth and consumers these days are digging indeed.

So, keep it real.  If a message or an image doesn’t feel quite right, re-do it until it really fits your brand and offerings.

To listen to our entire interview with Brook Lee, click here.