Conversations with Stanton

Through the PR Lens: Solving Crises by Addressing them Head-On

2012-01-26T16:08:00.005-05:00

What at first may appear to be just a customer relations problem can quickly and without notice become a PR crisis. FedEx recently had such an experience, but they also had the wherewithal to recognize the problem and quickly react to it.

Over the holidays FedEx tossed a box containing a computer monitor into a customer’s yard. Unfortunately for the deliveryman the action was caught on a security camera. While many people in similar situations might have taken the video to customer service to prove what happened, this particular consumer decided to take matters into his own hands and posted the video on YouTube. Cue the PR crisis music.

To FedEx’s credit, they not only identified the video early on but they responded to it – immediately and honestly. In fact, they fought fire with fire. From creating their own YouTube video to developing a blog posting that accompanied the video, the company proactively communicated about how upset, embarrassed and sorry they were about the incident. Just as importantly, they said how they were addressing the problem including what they were doing for the customer and how they were using the video in employee training to help ensure the incident wouldn’t happen again.

The lesson?

1.) View all customer relations problems through a PR crisis lens. More specifically, think about whether the issue can expand into a bigger problem due to social media exposure.

2.) Don’t ignore the problem. Acknowledge it quickly and take responsibility.

3.) Apologize sincerely and honestly.

4.) Communicate within the same framework as the crisis happened. In other words, if it originated via social media then respond via social media.

Remember, it’s highly likely you’ll be judged more on how you handle the problem vs the problem itself.

Written by: George T. Sopko

Up For Debate? Disclosure’s Place in Social Media on the Campaign Trail

2012-01-09T15:36:00.003-05:00

There’s little doubt that social media will play a significant role in deciding this year’s presidential election. In 2008, Barack Obama’s ability to harness networking platforms such as Twitter and Facebook helped to solidify his victory over John McCain, and this year’s Republican primary candidates have taken note. With social media analysis becoming a mainstay in tracking voter opinion, GOP hopefuls are employing social networking strategies to aid in their campaign efforts with varying degrees of success.

Ron Paul’s online fan base helped propel him to a third place finish in the Iowa caucus and he was recently touted as the leader in social media performance. Paul’s “youth credentials” lead those of his fellow Republican nominees, yet even he couldn’t avoid falling victim to one of social media’s major pitfalls – how to ensure proper disclosure – raising significant questions about appropriate protocol on the campaign trail.

Following the caucus, a Tweet belittling fellow candidate Jon Huntsman was sent from Paul’s official campaign account. When questioned about it in an interview with CNN shortly thereafter, Paul gave the impression that he had no knowledge of the Tweet, saying, “I didn’t send it. So I don’t even understand,” which prompted criticism of his social media credentials.

Though frowned upon in most PR circles, the “ghost tweet” has become increasingly acceptable from celebrities’ online profiles and those on the campaign trail are attempting to follow suit. And while there’s a big difference between a celebrity and our next President, the general public’s sentiment seems to be complicit, satisfied that candidates are attempting to broach the space at all.

But just because most voters know the candidates themselves are not authoring these, does that make it okay? Paul’s response calls into question the integrity of his social media initiative. If he has no knowledge of what his “official” Twitter account is saying, can we give him any credit at all for those efforts? On the other side of the coin, who do voters hold responsible for inappropriate Tweets?

Disclosure has always been a pillar of ethical public relations. PR professionals preach the importance of building and maintaining spotless reputations – not only for our clients but for our agencies – and the need to be thorough in our transparency. Yet, the public’s lack of reaction to Paul’s Twitter blunder raises interesting questions about expectations for full disclosure.

Since the introduction of Web 2.0, we’ve seen the precedent for transparency in public relations change. In the rush to master social media, it seems that previously acceptable standards have been compromised for convenience, ignorance of proper procedure, or lack of established procedure.

Is total disclosure still as important as it once was? Is it realistic to expect full transparency in the social media space? Candidates must tread carefully on these issues, so not to be caught on the wrong side of public opinion.

Written by: Aly Rowe

PR Will Be Defined

2011-12-29T11:18:00.004-05:00

Last month the Public Relations Society of America (PRSA) teamed up with a host of other PR organizations to launch a global campaign to develop a modern definition of public relations. The campaign, “Public Relations Defined,” asked public relations professionals to submit words and phrases they believe should comprise the modern definition of public relations.

So what words have people been submitting in order to redefine the profession, its purpose, and its place in the world? The top four words are “organization,” “public,” “communication,” and “relationships.” Also in the top 10 are “stakeholders,” “audiences,” and “create.” But will these words really enlighten people about what PR is? So many times, I’ve heard fellow PR professionals say, “My mom/dad/significant other/friend doesn’t know what I do.” Would using these words change that?

A task force will be narrowing down the choices next month and then public voting will take place on PRSA’s website. In a recent blog post, PRSA chair and CEO Rosanna Fiske indicated that the organization hopes to announce the results of the votes and the new definition in late-January. Below are the top-20 words that have been submitted so far:

"organization” (present in 409 submissions)
“public” (387)
“communication” (292)
“relationship(s)” (271)
“stakeholders” (176)
“create” (175)
“mutual” (164)
“understand” (159)
“build” (159)
“audiences” (154)
“inform” (151)
“management” (129)
“brand” (124)
“company” (120)
“business” (119)
“people” (107)
“engages” (97)
“client” (94)
“awareness” (93)
“benefit” (84)

More important than the results of this campaign, is the reminder that PR professionals and corporate communicators both take some time think about what we mean when we say “public relations.” Do you think that the decision makers in your company have a common understanding of the term? What does “public relations” mean for your company, and how do you approach it based on your definition? Do you agree with the terms listed above?

Written by: Scott Lessne

Be Yourself … Mostly

2011-12-28T16:38:00.006-05:00

Political campaigns always provide great lessons for communicators, from crafting a message to managing negative press attention. Perhaps the most interesting aspect of the campaigning is watching candidates transform their style to cater to their constituencies and media demands.

This phenomenon has broader significance for business leaders in the eye of the media who strive to connect with their stakeholders. For some, public speaking and interviewing comes naturally. People like Mark Cuban of the Dallas Mavericks, or the late Steve Jobs of Apple, can be as comfortable on national television or in front of a crowd of thousands, as they are speaking with friends and family.

Other leaders have great business minds, but don’t have the inherent gift of communication. However, this is not the problem. The real trouble starts when these individuals try to become something they are not in the attempt to reach their audiences. In the worst case scenario, a somewhat awkward speaker becomes awkward and transparently disingenuous, which leads to a lack of credibility.

This isn’t to say that some business leaders don’t have to adjust their communication approach. Making a concerted effort to develop new communications skills and hone one’s speaking style is critical. But the adjustments need to be within the speaker’s comfort zone. That means focusing on a small number of tactical improvements—maybe having some personal anecdotes at the ready or getting comfortable with answering tough or even aggressive questions. This approach is a much more realistic goal than to “be more likable.”

In addition, the venues in which leaders speak must be appropriate to their style. For example, a quiet, thoughtful, analytical CEO shouldn’t necessarily be doing 3-minute segments on a sound bite-oriented TV program. A one-on-one interview with a print journalist that will showcase their perspective and allow them to fully explain complex ideas would be a better choice.

Training and ongoing coaching are the keys to improving communication, but that process must always be anchored in the personality and skills of the specific individual. When done properly, the result is a more relatable, more effective and credible speaker who connects with their audience—not a noticeable or jarring transformation.

Written by: Tom Faust

If You Really Want to Learn Something in a Newspaper, Read the Op-Ed Pages

2011-12-15T16:50:00.006-05:00

A hundred years ago, one of my first bosses who happened to be an iconic figure in the world of public relations, told me that a true PR professional studies Op-ed pieces. I didn’t understand that point until a few years later when I was responsible for developing client relationships.

Most of my client relationships today center on the kinds of people we are—what our interests are beyond what we do for a living. We share in the latest books either of us have read, we debate about which way the economy will go, and we trade points of view found in newspapers like the Financial Times, Wall Street Journal and New York Times.

Forward-thinking clients are eager to explore all avenues of awareness beyond just a few quotes in the news. Op-eds can be a fruitful exercise for them because they can flex their muscles a bit more on topics they are passionate about; this is hard to accomplish in just a press interview or response. The modern op-ed page was created in 1921 by Herbert Bayard Swope of The New York Evening World. When he took over as editor in 1920, he realized that the page opposite the editorials was "a catchall for book reviews, society boilerplate, and obituaries." He is quoted as writing:

"It occurred to me that nothing is more interesting than opinion when opinion is interesting, so I devised a method of cleaning off the page opposite the editorial, which became the most important in America … and thereon I decided to print opinions, ignoring facts.”

Op-eds have become a fascination of mine. It is my opinion that many times the op-ed section is more valuable and informative than the actual newspaper itself. Perhaps it’s a real sign that journalism has changed in that there seems to be a motive other than reporting the news – albeit to shed political leanings or biases towards industries such as Wall Street or energy companies. I thought that was what the op-ed section was for!

So when you pick up a newspaper next time, read the op-eds first and then benchmark what you learn versus what you get out of the rest of the newspaper.

Written by: Phil Nourie

A Review of the Year’s Best (and Worst) Managed Crises

2011-12-05T16:50:00.007-05:00

It is fast approaching that time of year when news editors pause to remember the most impactful stories that captured their time and attention during the previous 12 months. It’s an apt time for us to reflect on the year’s best-managed crises, while learning some valuable lessons from those that could be considered 2011’s worst managed events.

Crisis communications professionals are not magicians; they cannot simply wave their hands and make bad facts and circumstances disappear. Success is measured by how effectively reputational damage is minimized, unfavorable news cycles are limited, and whether a consistent message is articulated—all while maintaining credibility. With these parameters in mind, here are my picks for the best and worst managed crises of 2011:

The 5 Best Managed Crises of 2011

Taco Bell – Faced with potentially devastating allegations over the quality of the beef used in its products, Taco Bell responded swiftly and aggressively. The company tackled the claims head-on with a consistent message that was controlled and carefully delivered in both earned and paid media channels. Above all, the company has emerged from the crisis with its credibility intact.
Apple – Preparing and executing any CEO succession plan can be daunting – even more so when the corporation has become emblematic of the CEO founder himself. In the face of Steve Jobs’ death, the company has undertaken the challenging task of communicating consistency and change. Apple has balanced these seemingly counter-objectives by moving forward deliberately, and allowing its CEO successor to emerge as a leader in his own right. As executed, confidence in Apple’s leadership remains strong.
Rick Perry – After what may have been the most damaging “brain freeze” in memory, the Perry campaign responded quickly – and with humor. The candidate’s self-deprecating media tour should be commended. His team’s handling of the “'oops' heard around the world” has shown that it’s not “what you step in,” but “how you step out of it” that’s most critical when successfully managing a crisis.
American Airlines – Maintaining customer loyalty during a bankruptcy is essential if one ever hopes to emerge as a profitable entity. Through direct email communications, consistent messaging in their media outreach, and an effective social media strategy, American Airlines sought to tap every communications channel available to engage travelers and explain the meaning of their bankruptcy filing. In doing so, they’ve done an effective job of avoiding confusion.
Justin Bieber – By tackling a fan’s paternity claims head-on, the teen star’s management team has shown class and effectively protected Bieber’s clean image. As a result, they’ve avoided a tawdry Hollywood scandal. By letting the singer address the claims in an effective rebut that was a stylistic match, his team successfully navigated what could have quickly become a never-ending avalanche of allegations.

The 5 Worst Managed Crises of 2011

Anthony Weiner – Underscoring the old adage, “the cover-up is often worst than the crime,” the former Congressman’s response to his Twitter-pic scandal – based in lies – resulted in damning media stories, left him with no credibility, and caused insurmountable self-inflicted reputational wounds. Weiner found a way to violate every cardinal rule for managing a crisis in a very public fall from grace. Had he managed the crisis correctly, he might have ended the year where he began – in Congress.
The TSA –The TSA continues to face outrage after outrage related to how it carries out its policies – particularly related to its pat downs. Until the actions and policies that continue to offend the public are addressed, what the TSA communicates will not matter. An entity’s actions, after all, must be consistent with its messages for a crisis to be effectively managed.
Bank of America – After deciding to impose a fee on debit cardholders, Bank of America failed to fully comprehend mounting negative public sentiment. As a result, the company’s strident responses only added fuel to the fire. Though the company ultimately relented on its fee plans, its management of the crisis only served to solidify significant reputational damage.
Netflix – Netflix is paying a steep price for its failure to communicate a well-thought out business strategy after raising prices for some of its rental offerings, unveiling a new brand and then abruptly abandoning the new brand. As a result, the company has experienced significant reputational damage, and suffered unnecessary unfavorable news cycles.
Herman Cain – When responding to scandalous allegations, quickly developing and conveying a truthful and consistent message is critical. Unfortunately, the Cain campaign’s hapless handling of several highly-charged allegations will likely be remembered long after the candidate’s 9-9-9 mantra is forgotten. Cain’s inept crisis management underscores how poor crisis management can be quite unforgiving.

Written by: Mike Riley

New Media, New Risks for Corporate Communications

2011-11-18T17:32:00.002-05:00

The time-honored policy of offering an embargo—an arrangement to let a reporter break a story ahead of all other media, in exchange for holding the story until a specified date/time—seems to be going the way of the buffalo. Some of it is the changing nature of the reporters themselves, but a lot of it has to do with the changing nature of media. This presents new challenges to companies seeking to communicate effectively, protect their reputation and maintain good relationships with partners and customers.

Last week, a news article including details of an American Academy of Pediatrics (AAP) report was published Thursday—ahead of the Sunday embargo the AAP had requested. Recently, the editor-in-chief of a noted advertising trade publication, said she would not honor embargoes if she felt a story needed to go out right away—and if there was a danger of being “aced out” by another publication.

With blogs, texts, Twitter and Facebook—let alone online versions of “conventional media”—all vying for instant news, managing public communication is tougher than ever. As newspapers, magazines and wire services fight for their lives in the online “instant knowledge” market, the idea of breaking a story well ahead of everyone else in return for the traffic it will drive to your site (and partner sites) may be too tempting for journalists to pass up.

So what are the consequences companies must consider when giving reporters advance news under the promise of an embargo?

First, if a story is run ahead of schedule, corporate executives may not be prepared to answer questions and grant interviews. Moving too fast may force them to answer questions “on the fly.”

Second, there may be damage to the corporation’s reputation and good name. If the news is a joint announcement and parties had settled on a specific release date, early release of the news could seriously threaten the relationship—and potentially even quash the business agreement being announced.

Finally, if the information is considered material for a publicly traded company, there could be legal consequences. Even private companies may need to inform investors or manage other internal communication before a public announcement.

As journalism moves ever-faster, communicators must be more prepared and more thoughtful. Having the right strategy, knowing the media you’re dealing with, and having a response plan in place are critical elements for well-managed announcements that enhance positive perceptions and avoid controversy.

Written by: Michael Kassin

Why Getting Ahead of Issues Management is Even More Critical Than Ever

2011-11-03T10:36:00.003-04:00

As the amount of information available and pace at which it’s made available continually increases through traditional and social media, organizations have gained a greater understanding and appreciation for reputation management. At this point, it is fairly safe to say that in most cases companies have made sincere commitments to the cause. Thus, the collective sigh of relief from the public relations community, the muffled sound of a few curmudgeons murmuring, “I told you so,” under their breath, and the soft rustling that happens when communications experts everywhere begin rolling up their sleeves.

An era of change shifting toward more engaged, aware, and responsible businesses has been a welcome one; not just by frustrated PR pros, but by the public. But, in some ways, reputation management has become such a popular focal point, that a fair balance with issues management fails to be struck.

The definitions of reputation management and issues management may differ drastically, or have little difference at all, depending on who you talk to. However, to ensure that clients are being appropriately educated and aided in both areas, it’s often helpful to treat them separately. Both can be proactive and/or reactive. Both can be preventative initiatives or have a clearly defined objective tied to advancing a business goal. Here’s a simple way to put it in context when they take shape as preventative campaigns to mitigate risks:

Reputation management efforts tend to be highly focused on a company’s actions;
And issues management efforts tend to be focused on assessing the actions of others around topics that could impact the company.

Without seeming like too much of an alarmist, the current economic and social state presents a great risk – unpredictability, at a level perhaps greater than ever before. A frustrated population during a challenging economic period. An inefficient, ineffective government that operates under intense scrutiny. A rising cynicism by the public toward corporations in general. The result: an incendiary Petri dish that could be sparked by an issue that doesn’t ordinarily seem that damaging.

It’s become tougher to tell what will get traction and what won’t – requiring more preparation, as well as a greater need to truly understand all the issues and pitfalls that a company could face if caught in the crossfire. Even the most reputable names have become overnight pariahs.

By no means should the attention toward reputation management lapse. In fact, keep the gas pedal to the floor if at all possible. However, right now, being ahead of the issues may be equally (if not more) valuable than gaining extra goodwill by touting good deeds.

Written by: Jason Morley

Occupy Wall Street – Where is the Message?

2011-10-28T15:50:00.003-04:00

As Occupy Wall Street continues to dominate the news cycle and the streets of cities across the country, a buzz continues to steadily grow surrounding the movement’s message and purpose, or lack thereof.

Debate over the protestors’ intentions can also be heard beyond the metropolitan areas. In upstate New York, far from the noise of the protestors, my family members have called me and asked, “What do they want?” To that, nobody seems to have a clear answer.

Even without a targeted message, the movement has reached the front pages of the most influential publications in the world. But one has to question whether or not all this awareness has truly accomplished anything. The public’s strong reaction and overall sentiment should be enlightening for businesses seeking awareness.

As communications professionals, we often work with companies that want to get their name out there immediately. Taking the time to develop a targeted message is not the number one priority. We understand the urgency behind the desire to gain recognition in the marketplace – how can the public choose your product or service if they’ve never heard your name?

However, without clear messaging, companies run the risk of confusing the very audiences they’re trying to reach, weakening the impact of name recognition and ultimately opening the door to a host of negative publicity. Thoughtful, compelling messages are vital components of every awareness campaign. If a massive global protest is expected to communicate well-defined messages, it is unthinkable for a business to move forward without them. Doing so increases the probability that your efforts to raise awareness will result in a lot of noise, but will deliver little lasting value.

Written by: Jacqui Wilder

Transparency in PR and Media

2011-10-11T15:59:00.006-04:00

An important aspect of any public relations campaign is monitoring public response to clients and events. All too often, negative feedback finds an easily-accessible breeding place in online forums. As Chuck noted last week, PR representatives find themselves increasingly monitoring clients’ reputations on social media and online outlets.

For many newspapers, anonymity in their online comment sections has posed a problem as discussion has turned into “inappropriate and hateful speech”. Some papers have designated full-time employees to police comment sections, while others have disabled any commenting at all. Just last week, the Orange County Register began using Facebook for its online comments, as have The Los Angeles Times and San Diego Union-Tribune. For these newspapers, online commenters are no longer anonymous, and are identified by their Facebook profile—which they must log into in order to post comments on stories.

These instances lend themselves to the greater issue of transparency in both PR and media. Transparency in an organization is generally linked to public trust. The advent of watchdog groups and websites that expose anything and everything about corporations, politicians, and celebrities exemplifies the increasing public demand for transparency. Many companies are trying to establish greater transparency—by increasing communications, seeking public input, and making staff more visible—to be better accepted by the public and establish an image of true corporate responsibility.

Here are just a few recent examples in which major brands have struggled over the issue of transparency:

PR firms—including Stanton Public Relations & Marketing—are taking an active role in helping clients manage this issue, and helping build communications programs that factor in the importance of transparency.

Written by: Cynthia Tsai

PR’s Important Role in U.S. Communications Industry Growth

2011-10-06T10:24:00.008-04:00

More and more, companies are turning to public relations for help in monitoring and understanding what’s being said about them in social media circles. A new research report from private investment firm Veronis Suhler Stevenson (a Stanton Public Relations & Marketing client) predicts strong growth for the PR segment of the U.S. Communications Industry.

The VSS Communications Industry Forecast 2011-2015 found that spending on traditional public relations reached $3.65 billion in 2010 after posting a 4.9% compound annual growth rate (CAGR) from 2005 to 2010. VSS expects PR spending to reach $5.37 billion in 2015, with an 8.0% CAGR from 2010 to 2015.

VSS believes growth in PR spending is being driven by the advent in social media, as more firms are being asked by clients to interpret the social media landscape to better understand their online reputation and what’s being said about them.

This includes strategies that promote feedback on products and services through managed campaigns that disseminate information and research its effectiveness. This has benefited from the popularity of Facebook and Twitter, which many companies are incorporating to impact their brand image.

Read more here: http://www.vssforecast.com/

Written by: Chuck Dianis

The Fed Adopts a Communications Policy

2011-04-27T09:00:00.004-04:00

For the first time in its nearly 100-year history, the Federal Reserve has adopted a more transparent communications policy – on April 27th, 2011 Fed Chairman Ben Bernanke is scheduled to conduct his first of what will be regularly scheduled quarterly press conferences.

Some have expressed concern that by venturing out of dimly lit conference rooms, the Fed Chairman’s good intentions could backfire. After all, the press conference format cedes the ability to absolutely control one’s message. Indeed, some of the most memorable press briefings are remembered only because the messenger failed so miserably under the glare of television cameras. (Former U.S. Secretary of State Alexander Haig learned this lesson the hard way.)

The near-collapse of our economy just two short years ago cost taxpayers trillions of dollars. Thus one can understand why business leaders, policy makers and even the public continues to seek reassurances that someone perceived as apolitical is charting a monetary course forward.

Mr. Bernanke should be applauded for deciding to step-up to the microphone and brave a scrum of reporters. Transparency requires two-way communication.

Professional business communicators know how daunting it can be to confidently, crisply and accurately convey complex fiscal issues. But with proper preparation, a deliberative messaging strategy and clear point of view, Mr. Bernanke has an opportunity to prove that a Fed Chief can be both a preeminent economist, as well as a strategically effective communicator.

Written by: Michael Riley

Charlie's Winning PR Strategy?

2011-04-25T11:50:00.000-04:00

For a while, there was so much Charlie Sheen news that one had to wonder if CNN stood for Charlie’s News Network.

In most cases, PR professionals would be asking themselves, “Who’s his publicist?” or “What agency is he working with?” But as it became painfully clear, Sheen’s recent media blitz was orchestrated by Sheen himself, apparently on his own terms.

Media outlets unaccustomed to such unfettered access lined up to talk with the actor about his falling out with CBS and its hit show, “Two and a Half Men.” Sheen happily obliged, welcoming reporters into his home and showing a willingness to discuss just about anything. He also set up a Twitter account, “winning” more than 3 million followers in short time.

When Sheen began talking to anyone and everyone, however, it became clear that a good PR person or two (and a half) would’ve come in handy. By not seeming to turn down interview requests, Sheen cut PR out of the equation but also exposed himself to a large amount of unflattering coverage, much of it with high-profile media outlets.

Many of those outlets drew criticism, not only for giving Sheen a platform, but for not knowing when to say “enough is enough.” While Sheen probably would have ignored advice from a PR representative that likely would have called for selective media interviews, his over-indulgence is a great example of the need for a sound PR plan. If not for major news events like the earthquake and tsunami in Japan, and the unrest in Libya, we might still be drinking tiger blood non-stop.

Written by: Chuck Dianis

2 Cool 4 School?

2011-03-29T14:21:00.000-04:00

Sailing into my senior year of college, about to graduate with a B.A. in Public Relations and contemplating graduate school, the last thing I want to hear is that current employers are disappointed with the lack of writing skills sought out in M.B.A. graduates.

This is an unfortunate thought for all parties involved; future employers, prospective graduate school students, and teachers. Even more distressing is that these new generations of “writing deficient” students are seemingly unaware of this educational setback.

PR Tactics quoted Sharon Washington, executive director of the National Writing Project in Berkeley, California as saying that “constant digital communication and undergraduate programs that de-emphasize writing instruction may be partly to blame.”

Being raised as the technological lab rats, my generation does not correspond writing skills learned in the classroom with applying them in everyday jargon. In writing, proper grammar, spelling, punctuation and formal style are thrown out of the window and replaced with everyday casual conversational tones when chatting it up on AOL instant messenger, or commenting on a friend’s Facebook page.

I am sure that we are all guilty of a grammatical slip here or there (that’s why we edit and revise), but it is crucial, especially for communications majors, to step up their game when it comes to writing professionally. Written skills may very well be the first and ONLY chance you get to make an impression on a reporter, future client or future employer.

You are your hardest critic, so next time you sit down to write a company wide email, take a few moments to read it over and look at it from the audience’s point of view. Would you be impressed or satisfied if you were the recipient of that email? Remember that down the street a recent graduate is being chaperoned to work on a written proposal so, you must be doing something right.

Written by: Lauren Linzenberg, 2011 intern

New York Times Announces Digital Subscription Plans … So Now What?

2011-03-24T16:19:00.000-04:00

Back in September, I wrote about the New York Times’ initial plans for a new, digital subscription model.
http://stantonconversations.blogspot.com/2010/09/nyts-pay-wall-rollout-full-speed-ahead.html

Well the Old Gray Lady finally announced those plans last week, and while they are certainly ambitious (and something every online publisher will surely be paying attention to) critics are already criticizing the paper’s paywall plans as both too expensive and too confusing to succeed.

A $15 four-week subscription will get you unlimited access to the site on the web and via mobile apps on the iPhone, Android and Blackberry. A $20 plan offers four weeks of web and iPad access, and the paper will also offer a $35 all-access plan that will cover the web, phone and iPad. Existing subscribers of the NYT’s print edition will receive unlimited access to the paper via the web and mobile devices. Additionally, NYT’s DealBook will continue to be accessible without a digital subscription.

But how will the NYT avoid losing the always coveted “casual reader”? Beginning March 28, the paper will allow visitors to read up to 20 articles a month for free. Once they hit the 21st article, they’ll be forced to choose one of the above subscription plans.

It may not seem like a huge price difference, but I think the New York Times would have been better off starting plans at around $10 a month for web access, especially in a world where $8 gets you unlimited access to thousands of hours of content on Netflix. At $15, the NYT will attract loyal readers, but likely not as many casual readers as a $10 plan would.

Wall Street however is already on board with the rollout. Earlier this week, Citigroup raised New York Times Co to "buy" from "hold" saying that the company's plans to charge for online access to its flagship newspaper will help make up for falling advertising sales.

Optimistic much?

Read more here:
http://www.poynter.org/latest-news/business-news/newspay/124060/new-york-times-subscription-plans-all-about-one-challenge-reader-migration/

http://www.reuters.com/article/2011/03/21/idUSL3E7EL19N20110321

Written by: Scott Lessne

Culture as a Measure of M&A Success

2011-03-17T16:37:00.001-04:00

What do the following mergers and acquisitions have in common?

1968 NY Central & Pennsylvania Railroads (Penn Central)
1994 Quaker Oats & Snapple
2001 AOL & Time Warner
2005 Sprint & Nextel Communications

These transactions failed to meet the acquirer’s expectations. In each case the factor that derailed success was a clash of cultures.

As the economic recovery continues, many believe there will be a resurgence of M&A activity as a means of achieving efficiencies, increasing revenue, gaining market share, as well as increasing margins. However, in evaluating mergers and acquisitions one must also evaluate the intangibles such as the role and the value of human resources.

A new report from CFO Research Services and AON Consulting, found that "Finance and HR Departments do not always see eye to eye". However, the two disciplines do agree that managing the HR aspects of a deal plays an important role in "maximizing the value of the transaction". Due diligence must begin with HR, as a cultural assessment needs to be done even before a deal is contemplated let alone announced.

No one will argue that quantifying culture is more difficult than measuring efficiencies or gain in market share, but keeping HR involved from beginning to end, will keep members motivated, align cultural differences, and identify potential problems leading to an increase in shareholders return.

For more about the CFO/AON study visit: http://cfo.com/printable/article.cfm

Written by: Anthony Castro, Chief Financial Officer

As Twitter Grows, So Do Choices

2011-03-04T15:27:00.000-05:00

To the satisfaction of many PR professionals, Twitter has made major strides in gaining acceptance among business communicators. It has definitely transcended the “kid stuff” perception it suffered from early on as these days people experience the simplicity and immediacy it offers to build awareness among business audiences. There has been a significant shift in usage among many organizations up the corporate org chart where it’s now senior executives who dominate a company’s Twitter presence.
With this growth of adoption come new strategic considerations.

I was (pleasantly) surprised to come across this recent article (http://www.nutmegradio.com/deconstructing-twitter-accounts-new-york-red-bulls-vs-manchester-city/) on a soccer fan site, which offers a fairly in-depth analysis of two different teams’ Twitter feed. The side-by-side comparison is compelling as it clearly shows two distinct approaches toward Twitter strategy. One team has a bias toward organization and information, giving followers all the information they need to know what is happening in the game. The other goes lighter on detailed facts, opting for more personal opinion that conveys the emotion of being there. For example, here’s two different Tweets on a goal scored for the respective teams:

(team 1):
30′ Goal #RBNY! And its Henry who takes a touch from an Agudelo cross and slides it off the left post. 1-0 #RBNY!

(team 2): GOOOOOOOOOOOOOAAAAAAAAAAAAAAAAAALLLLLLLLLLLLLLLLLLLLLLLLLLL

I don’t know whether either team made a conscious decision about what the purpose, tone and personality of their Twitter should be, but it’s important to understand that there are choices to be made. There are many approaches to social media. Which is right for your audience and brand?

Written by: Tom Faust

The Etiquette of Meaningful Online Engagement

2011-02-28T17:11:00.001-05:00

Behind every company profile on the internet is its online ambassador: an individual (or many) who manage its digital presence. These ambassadors use social media as a powerful vehicle to manage reputation, listen to customers, and establish brand recognition. They help companies gain access to real-time feedback, as well as directly engage with stakeholders in very little time, and efficiently offer information about a new product or answer questions about an existing one.

However far too frequently organizations are not certain how to balance these competing demands. One approach is to consider these questions: Is this type of exposure right for your business? And when is the right time to engage with your audience?

In circumstances other than providing information or answering questions – the right time to engage is when you have something meaningful to say. Do your homework and identify a point where you can add value to the conversation, whether it is about a product, service, or industry issue. Think of your audience. Will this conversation help readers to be well informed?

Social media engagement is a two way street -- a balancing act -- of inviting audience engagement while sharing unbiased industry knowledge. For thoughtful interaction, the distribution of meaningful content is the framework for an effective social media presence.

Written by: Dale Laplace

PR and the Power of Celebrity In the Education Reform Debate

2011-02-25T13:25:00.000-05:00

Over the past several months the American public has heard the narrative from those who believe that reform is needed in our education system.

The overwhelming message has been that ineffective teachers, unions and administrators are to blame for the U.S.falling behind the rest of the world when it comes to students' abilities in reading and math. The reformers believe that teachers should be paid based on merit and that tenure should be eliminated. And that there should be uniform measurement to evaluate a teacher's effectiveness.

The beauty of this narrative is that the reformers are using an extremely effective public relations campaign. Their message is succinct, repeatable and is backed by celebrities. If you're paying attention the reformers count Oprah, Bill Gates, Warren Buffet and Michelle Rhee as their spokespeople. It's very easy to have your message replicated and woven into the public consciousness when that power quartet is delivering it. At the end of the day, for many people celebrity endorsement is all that's needed to support -- and validate -- a position.

As the teachers and their unions begin to disseminate their counter narrative, what type of public relations campaign will they implement and what components will be used to combat the power of celebrity?

Newsweek's article "Why We Must Fire Bad Teachers"
http://www.newsweek.com/2010/03/05/why-we-must-fire-bad-teachers.html

New York Times Opinion piece on the education debate and the film "Waiting for Superman"
http://www.nytimes.com/2010/10/02/opinion/02sat4.html?ref=randiweingarten

Written by: Jarod S. Hector

Tablet Newspapers: The Dawning of a New Media?

2011-02-10T10:55:00.000-05:00

Rupert Murdoch’s launch of The Daily (www.thedaily.com), the first of a kind newspaper with rich media and photography designed specifically for the iPad, is in part being likened to the launch of USA Today: a new type of outlet that’s not aligned to a specific city or area of focus and aspires to be a must-read by millions of people.

There’s no question that Murdoch is serious about The Daily. With a $30 million investment, a staff of around a 100, and a focus on generating original content, the unique medium is well positioned to succeed. Just as significantly, the News Corporation has leapfrogged the “to pay or not to pay” debate in the online media community by making the bet that there’s better opportunity with tablets and mobile devices where consumers are used to paying for content.

But beyond the hype - and claims of new times demanding new journalism - when you come right down to it, The Daily is a newspaper. It’s produced at the end of the day and published the next morning. Yes there will be updates, but in all likelihood there won’t be nearly as many as what’s published via news web sites.

While The Daily presents an additional opportunity to communicate news and opinion, as with all outlets - digital or otherwise - success will depend on understanding the medium and its audience, presenting relevant content, and as always, building relationships with those who manage and shape its stories.

Written by: George T. Sopko, vice president

How Relevant is a Tweet?

2011-02-03T10:11:00.000-05:00

It’s become difficult to find a media outlet that doesn’t have a Twitter account. At the same time, it’s no longer unusual to see news stories that include “tweeted” details from a particular source. Politicians, athletes and celebrities are all turning to Twitter to be heard, and the media is listening.

Is anyone else paying attention? Not many, according to a recent survey.

The Pew Research Center found that just 8 percent of Americans who identify themselves as being active online consider themselves enthusiastic users of Twitter. The study also revealed that those 8 percent of people are primarily “young adults, minorities, and those who live in cities.” Two percent of respondents said they are extremely active on Twitter and used the social media site daily.

Those numbers don’t warm the hearts of PR professionals, especially those who encourage their clients to embrace social media as a communications tool. It’s one thing for reporters to pick up on relevant tweets – that’s part of their job, after all. But in the PR world, it could be a different story.

The Pew researchers found that Twitter is popular among “tech enthusiasts,” and that analysts use it to measure online interest in news, products or services. That’s great for PR professionals who are pitching those audiences, but for others, it requires a close look at whether the effort will generate meaningful results.

For more on the Pew Research Center study, visit http://pewinternet.org/Reports/2010/Twitter-Update-2010.aspx

Written by: Chuck Dianis

Would you like coffee with that?

2010-12-20T17:55:00.000-05:00

Enjoying a cup of coffee while reading the morning newspaper is a time-honored tradition, but what if you could have your java while chatting up the people who wrote the articles?

A small Connecticut newspaper, the Register Citizen of Torrington (circulation 8,000), is about to find out if there’s an audience for such an arrangement. The Register Citizen is moving out of its home of more than 110 years in favor of new space that will allow it to experiment with a new approach to newsgathering.

In addition to dispensing news, the paper will also serve up coffee, baked goods, free wi-fi and an open invitation to the public to be part of the mix. There won’t be any walls separating the newsroom from the café, and visitors will be encouraged to interact with reporters and editors as they do their jobs. The new Register Citizen office will have workstations available and staff on hand to assist readers interested in submitting press releases, local calendar announcements and other news items.

It used to be that PR professionals wanting to reach the media could look up names in a database, then fire off an e-mail or pick up the phone. But as the news industry changes, and companies like Register Citizen parent Journal Register Co. embrace a “digital first” attitude, some uncertainty is bound to exist. The Register Citizen’s circulation has remained flat for the past two years, but its online readership quadrupled in that period.

It may reach the point where a PR person will have to visit the Newsroom Café if they want to be sure they find the right audience…and the coffee will be a necessity to stay energized.

Read more about the Register Citizen’s plans here: http://newsroomcafe.wordpress.com/

Written by: Chuck Dianis

When a PR Plan ... Leaks

2010-12-09T17:18:00.000-05:00

ProPublica, the non-profit online news organization dedicated to investigative journalism, counts a Pulitzer Prize among its accomplishments. So it’s understandable that when ProPublica examined the nation’s dialysis services (http://www.propublica.org/article/when-needles-dislodge-dialysis-can-turn-deadly), it found that treatment conditions are often “unsanitary and prone to perilous lapses in care.”

It’s also not surprising that an organization that represents dialysis providers and others took notice of the article. Kidney Care Partners did what many groups would do in this type of situation – it drafted a public relations plan to address any fallout from ProPublica’s reporting. Of course, this was a prudent approach by Kidney Care Partners because it addressed the issue head on with a thought-out collection of messages, talking points and strategies.

This was fine . . . until someone leaked a copy of the PR plan to ProPublica, which in turn posted the document on its website (http://www.propublica.org/article/dialysis-pr-leak-the-plan-to-spin-our-investigation).

PR professionals know enough to take great caution when protecting sensitive documents such as the one given to ProPublica. With e-mail and the Internet woven into just about everything we do, it’s no wonder that materials can be handed off on short notice. When companies make sensitive announcements of leadership changes or a new business strategy, it’s all but inevitable that the e-mail from management to employees will get forwarded to a journalist.

If there’s a lesson in the ProPublica situation, it’s a reminder that just because something is meant to stay in-house, there’s no guarantee it will.

Written by: Chuck Dianis

Getting Their Game On?

2010-11-30T13:51:00.000-05:00

By most accounts, the New York Mets are second-class citizens in Gotham, taking a back seat to their crosstown rivals the Yankees. The Bronx Bombers have the bigger payroll and the more storied history, but the Mets have been making some gains lately in the public relations arena.

After the Mets fired their manager and general manager at the end of the regular season in October, the team took the uncharacteristic step of keeping season ticketholders abreast via e-mail of the search for a GM. The person they hired for the job, Sandy Alderson, is now taking a fairly public approach to hiring a field boss.

Is this an attempt by the Mets to be more transparent, or simply a ploy to keep fans from dropping their ticket plans? Ultimately, the team’s winning percentage will be a big factor in 2011 and beyond, but as far as the PR angle is concerned, the Mets are on the right path. They’ve hired a well-respected GM in Alderson. Now it’s just a matter of seeing whether the person he hires as field boss keeps the fan base energized, because after a few years of underwhelming results, their morale is low, as portrayed by the popular TV show “Family Guy” -- http://www.youtube.com/watch?v=gE3QMQ_sNUs

Written by: Chuck Dianis

Predicting Social Media Impact

2010-11-23T10:21:00.000-05:00

Communications professionals frequently discuss ways to measure the impact of social media efforts, yet for years have been lacking a substantial model for doing so.

In a recent MIT Technology Review article Jason Harper, economist turned advertising executive, discussed his new model to predict the impact of social media. Harper devised a formula capable of predicting social media success within the first few days a campaign has begun.

Taken from the world of physics, Harper applied velocity and acceleration to measure the impact of social media efforts by analyzing the rate of change in tweets, fan signups, and posts in conjunction with the rate velocity increases over time.

First developed for Chrysler’s Jeep and Dodge Ram trucks account, Harper proved his new model for social media measurement is applicable industry wide by applying it to an entirely different client, Kimberly-Clark’s "Campaign for U" by Kotex.

As edgy videos for the campaign went viral, social media activity soared. The activity was then charted to identify “hot spots,” a significant surge in the data resulting from strategically planed media events. Once analyzed, Harper was able to forecast future success of the campaign.

Harper’s model of velocity appears to be right on point and I’m anxious to see results as it is applied to more campaigns. With any luck maybe it will become more buzz worthy than buzz itself.

Written by: Dale Laplace

Getting Personal

2010-11-01T09:36:00.000-04:00

Technology makes it easy to sit in front of a computer and have the world at your fingertips. So why is it, then, that people don’t seem to be all that thrilled to rely on technology as their main method of communicating?

Consider the findings of The Happiness Barometer, a study conducted in 16 countries and based on the Coca-Cola Happiness Index, which quizzed 500 to 1,000 people in those nations. Forty percent of respondents said that catching up with their loved ones after work was their happiest time of the day. Just 5 percent said they were happiest with connecting with friends online, and only 2 percent said the first text message of the day made them happy.

As Kathy Cripps, president of the Council of Public Relations Firms, wrote recently, “Ours is a business of people and relationships; we’re not programmers or accountants. Because we’re advocates, we need credibility, and gaining one’s trust is best done in person and with a personal touch.”

For an industry like public relations, client relationships thrive on personal contact such as a face-to-face meeting. Even a phone conversation can lead to – no pun intended – a stronger connection than simply firing off an e-mail, tweet or text.

Written by: Chuck Dianis

I Just Want The News

2010-10-12T09:25:00.001-04:00

These days it is almost impossible to turn on any form of media and receive objective, unbiased real news. It seems that almost every issue is framed as opinion, either left or right wing propaganda. And that the louder or less civil the discourse surrounding an issue is enough to qualify it as real news. Topics that would not be considered news 15-20 years ago now receives top billing. A recent New York Times article titled, “A Broader Media Problem” addressed this very issue.

http://www.nytimes.com/roomfordebate/2010/09/09/when-a-fringe-figure-becomes-news/a-broader-media-problem?scp=18&sq=media&st=cse

So who is responsible? The media only reports what the consumer demands, right? Well, what does that say about our society? What type of information do we need vs. want to consume?

Thankfully, not all discourse is uncivil and there are – albeit few and far between – some news sources that attempt to deliver objective news coverage. But what will be their fate in a rapidly changing postmodern environment?

Posted by: Jarod S. Hector

If Your Mother Says She Loves You - Check it Out

2010-10-07T17:13:00.000-04:00

Last month, Washington Post sportswriter Mike Wise was given a 30-day suspension after he falsely posted on his Twitter account that the National Football League would reduce Pittsburgh Steelers quarterback Ben Roethlisberger’s six-game suspension to five games.

Wise later tweeted that he put out the fake information “to test the accuracy of social media reporting.” The initial tweet was picked up by media outlets, leading to all sorts of problems for Wise, and raising an important question: How trustworthy is information posted on the Internet?

As part of its 2010 Digital Future Study, the University of Southern California's Annenberg School asked participants for their thoughts about what they read online. Sixty-one percent of users said that no more than half of the information found online is reliable.

The accuracy and authenticity of information raises interesting questions for us involved in public relations where we are often tasked with helping to shape content. PR Week noted in a recent article that public relations pros need to be familiar with their clients’ process for substantiating and vetting information before even thinking about posting something online as risks are elevated when process is absent.

There’s an old adage in journalism that goes something like this: “If your mother says she loves you, check it out.” A truism for those of us responsible for content generation in any form.

Written by: Chuck Dianis

The Cost of Free Media

2010-09-27T09:34:00.000-04:00

A Wall Street Journal story last week broke the news on Nielsen’s new “Online GRP” (Gross Rating Point) yet another attempt to accurately measure the effectiveness of online ads. A partnership with Facebook may guarantee adoption, if not outright success. On the other hand, the measurement relies, in part, on data from third parties related to specific users, such as age, sex and location.

At a time when privacy issues have once again been in the spotlight, this seems like a risky proposition. It will be interesting to hear the buzz on this at next week’s OMMA conference http://www.mediapost.com/events/?/showID/OMMAGlobal.10.NYC

Where the advertising/marketing/media sector has missed that target—yet again, I would argue—is on the advertising’s value to the consumer. No one likes ads, but the other option is paying for content, which they like even less. Somehow, that value has still not connected with consumers. Because most online media is still free, the threat of charging for content seems a bit unreal, especially with all the “information wants to be free” hype from Google and others who are profiting from the current system. However, the producers of content are still struggling. With the incredible pressures that the media industry faces, it’s highly likely that the pendulum will swing back to a paid content model. When that happens, consumers may find—too late—that giving up a little data and enduring some ads may have been well worth it.

Written by: Tom Faust

What's Driving the Future of Communications?

2010-09-24T09:06:00.000-04:00

Most in the media industry are talking about shifts and strategies from traditional to new platforms, most often represented by digital, mobile, and social channels. With the publication of its annual "Communications Industry Forecast", private equity firm (a Stanton Public Relations & Marketing client) Veronis Suhler Stevenson (VSS) reports on where our industry is headed over the next four years:

Advertising and marketing which historically are drivers of growth during economic recoveries are expected to be more muted due to the shift away from traditional media outlets toward more targeted media.
The long-standing mass media model of one-to-many is being challenged by a new model, one that leverages the ability to target the individual and multiple niche audiences -- and empowers those groups to choose the source of their content.
Online social networking and interactivity will continue to increase and will favor marketers who use these channels to allow brands to connect emotionally with (captive) audiences.

VSS says that while total spending on communications dropped 3.0 percent in 2009, it’s expected to grow by 3.5 percent this year to reach $1.091 trillion. By 2014, VSS predicts, communications industry spending will hit $1.416 trillion. Read more here:

http://www.vss.com/industry_research/publications/communications_industry_forecast/index.asp

Written by: Chuck Dianis

NYT’s Pay Wall Rollout: Full Speed Ahead

2010-09-14T14:12:00.001-04:00

The mixed results many newspapers have seen when implementing subscription pay walls has not deterred The New York Times from going full speed ahead with their own pay wall roll-out, expected to be introduced early next year. But should they be having second thoughts?

Just two months after Rupert Murdoch's decision to put up a pay wall around the websites of The Times and The Sunday Times (thus removing their content from search engines), traffic to the Times site has fallen significantly according to a number of sources, including this article in Media Week: http://www.mediaweek.co.uk/news/1022312/Times-loses-12m-readers/

Newsday was one of the first US non-business newspapers to take the plunge in establishing a pay wall in late 2009. Subscribers pay $5 a week, or $260 a year to access newsday.com. After three months Crain's New York Business reports that "only 35 subscribers" have signed up. http://www.crainsnewyork.com/article/20100126/FREE/100129911#

In a speech earlier this week, New York Times chairman Arthur Sulzberger indicated that the paper was moving full speed ahead on its upcoming pay wall plans, with the caveat: "If we discover that we've tried something that's not working, we could change it."

And in a comment that generated plenty of buzz among media blogs, Sulzberger added, "We will stop printing the New York Times sometime in the future, date TBD."

http://www.editorsweblog.org/newspaper/2010/09/arthur_sulzberger_on_charging_online_to.php

Written by: Scott Lessne

Investing in the Value of PR

2010-09-09T17:23:00.001-04:00

A New York Times article today touts —what PR practitioners already know—the power of PR, as evidenced by the recent acquisition of a NY-based PR agency.

A marketing services agency, Kirshenbaum Bond Senecal & Partners, owned by MDC Partners, assumed a majority interest in that agency. As the Times relates, this marks the third transaction in five months for MDC involving a PR agency.

We think these market moves are indicative of a growing awareness of the value of PR and agree with the statement made by Lori Senecal, president and chief executive at Kirkshenbaum Bond Senecal & Partners, in the Times story: “PR is taking on a higher strategic importance based on its unique role in amplifying a brand’s message in today’s digitally focused, social media world”.

At a time where the media marketplace is becoming increasingly dynamic and interactive and word-of-mouth now travels at the speed of your Wi-Fi or broadband connection, this deal not only showcases the growing value of PR, but also the interconnectedness between advertisers, marketers and public relations professionals who are working together to enhance brand awareness, engage key audiences, and build important relationships.

It’s great to see more and more of our marketing friends not only recognizing, but literally investing in the real, measurable impact PR can have on a business or a brand.

http://www.nytimes.com/2010/09/09/business/media/09adco.html?_r=1&scp=1&sq=growing%20appreciation%20for%20p.r.%20on%20madison&st=cse

Written by: Antonia Caamaño

The Next Crisis

2010-09-07T15:11:00.003-04:00

During our last staff meeting, we were discussing recent corporate scandals including HP, BP and Nestle. We wondered why many of the world's leading organizations are still grappling with crisis communications.

As we’ve seen lately, disaster seems to lurk around every corner. Unless you’re naturally pessimistic, most people don’t plan for worst case scenarios -- but most responsible corporations do. Given the spate of recent corporate communications disasters we have observed a few lessons to be learned:

First, leaders of organizations need to recognize when a situation is bad. Even if it does not appear to be an unmitigated disaster today, anticipate possible reactions and consequences. Assume the worst, and plan for a number of potential developments both positive and negative.

Second, we live in an instant society. News leaked on the Internet is old within an hour. It is essential to be armed and prepared to respond quickly. That means having a basic crisis plan in place ... before a crisis, and monitoring chatter and news on your company.

Third, accuracy is king. Rumors and innuendo spread like wildfire; and often information published on the internet is perceived as fact even if it is inaccurate. Ensure that you know the facts and have credible sources and data to support your position.

Finally, embrace the Internet and use it to your advantage. Organizations that only use the Internet to engage in one-way conversations during a crisis situation are likely to fail. Engage across multiple platforms in a manner your targeted audiences can easily relate to. A press release is helpful, but it is no longer enough.

Tellingly in the heat of the BP crisis @BPGlobalPR counted 99,000 followers on twitter, while the official BP America feed, @BP_America had less than 9,000 followers. @BPGlobalPR states that it "exists to get BP's message and mission statement out into the twitterverse!", and with ironic, timely and frequent tweets throughout the crisis the "fake" BP twitter feed quickly usurped the ability of the real company to manage its message. In a world that rewards speed and brevity (often over fact and accuracy) an organization must adapt its crisis playbook or it will not survive.

Written by: Jarod Hector

Forbes Reinvention Poses PR Challenge

2010-08-30T17:28:00.000-04:00

On August 8 Crain’s New York Business reported that, as part of Forbes magazine’s reinvention under Lewis D’Vorkin, “an ‘AdVoice’ platform will allow marketers to supply content to both the magazine and the website.”

At first blush, this may seem good news for PR pros: Finally! A direct conduit to editorial. No more laborious crafting pitches, leaving phone messages and arranging interviews, right?

Let the news sink in and see this for what it really is: a potential devaluation of editorial and, by extension, public relations. If advertisers can buy their way in to editorial, will PR be necessary? Similarly, will appearing in Forbes have the same perceived value if the walls between paid advertising and editorial break down?

PR’s greatest strength has always been the independent, credible, third-party “endorsement” that journalism provides. Forbes’ plan appears to put that credibility in jeopardy.

It remains to be seen how this idea will be implemented. The Crain’s article says a Forbes presentation claims that advertising content will be integrated but “with clearly identified distinctions.” There’s no question that magazine journalism faces major challenges, but D’Vorkin’s plan may prove to be a line too fine to walk.

http://www.crainsnewyork.com/article/20100808/FREE/308089965

Written by: Tom Faust

WSJ Takes on NY

2010-03-03T09:56:00.000-05:00

Ad Age reports that it is a "direct thrust at the New York Times". Yesterday Rupert Murdoch, News Corp Chairman-CEO confirmed that the Wall Street Journal will launch a New York edition in April.

Murdoch added, "I can tell you that the new section will be full color -- and it will be feisty. It will cover everything that makes New York great: state politics, business, culture and sports".

http://adage.com/mediaworks/article?article_id=142366

Social Media Updates

2010-02-12T11:57:00.000-05:00

One characteristic of life in the social media sphere is that it is constantly evolving. This week we take a quick look at how two companies are tweaking their strategies:

Twitter is beta testing "verified accounts" in an attempt to overcome some identity issues that have plagued the service over the past couple of months. Borrowing an "old" idea, like the Good Housekeeping seal of approval -- the twitter check is designed to authenticate the tweeter.
http://twitter.com/help/verified

There is some "Buzz" about Google's launch of their social network system, Buzz, that is found inside your gmail account. Unlike Twitter and Facebook where you need to *find* followers and friends -- Buzz connections are based on your gmail contacts. Which is exactly where some privacy concern issues are arising. Another topic dominating discussion boards this week is what does Google's move into the social networking space mean for Facebook? Some interesting discussions online.

http://www.google.com/buzz

http://www.pcmag.com/article2/0,2817,2359017,00.asp

http://www.foxnews.com/scitech/2010/02/12/google-buzz-privacy-flaws/?test=latestnews

http://www.pcworld.com/businesscenter/article/189154/beating_google_buzz_10_tips_for_facebook.html

New Year Sees Increase in Communications Guidelines

2010-02-08T19:05:00.000-05:00

On January 27 the SEC provided interpretative guidance for existing disclosure requirements relating to the issue of climate change. With the increase in public interest on this topic, the SEC outlines their view on communications of a number of climate change issues from the impact of domestic and international legislation, physical impacts of climate change, to potential indirect consequences of regulation or business trends.
SEC Posting here: http://www.sec.gov/rules/interp/2010/33-9106.pdf

Also in January, FINRA published guidance for financial firms’ use of social media web sites to clarify "the responsibilities of firms to supervise the use of social networking sites to ensure that recommendations are suitable and their customers are not misled". The guidance defines interactive and static content and outlines specific recommendations.
FINRA press release here: http://www.finra.org/Newsroom/NewsReleases/2010/P120780

New ethics guidelines for blogs and social media were recently issued by the Radio Television Digital News Association (RTDNA). The guidelines explore areas of truth and fairness, accountability and transparency, and image and reputation.
RTDNA guidelines here: http://www.rtdna.org/pages/media_items/social-media-and-blogging-guidelines1915.php?g=37?id=1915

Email: Top 10 Mistakes

2010-02-05T15:36:00.000-05:00

In today's WSJ, an article with a refresher and tips on email etiquette

Top Ten Mistakes Managers Make With Email
By TIM FLOOD WSJ Feb 5, 2010

Many of us think we use email well. We don't.

Too many of us rush, causing confusion and requiring more time to clarify misunderstandings later. We miss chances to build relationships, motivate others, close deals and convey important information.

Avoid the following ten mistakes.

1. Using vague subject lines. "Meeting," "Update," or "Question" provide no value as subject lines.
Maximize the subject line's message. PDA users will get the message quickly; everyone will appreciate the clear summary. You can communicate plenty in a five to 10 word subject line: "Your Action Items and Minutes from Last Week's Meeting" or "Sam: See You at 10:00 Tuesday with Report In-Hand?"

2. Burying the news.
Convey the important points first: put dates, deadlines and deliverables in the first one to three lines of the message (if not also in the subject line). PDA limitations, time pressures, cultural distinctions and value judgments keep many readers from reading further.

3. Hiding Behind the "BCC" field.
At best, the 'blind copy' field is sneaky and risky. At worst, it's deceitful or unethical. Plus, blind recipients sometimes hit "reply all," revealing the deception. Instead, post the initial message and BCC no one. Then forward your sent message to others with a brief explanation.

4. Failing to clean up the mess of earlier replies/forwards. Few readers will wade through strings of previous messages.

State your position clearly, even if context follows below in the email string. "Yes" helps less than "Yes, you can have the extra funding to hire 5 temporary workers."
Summarize the discussion to date: "See below: R&D is looking for more time but Sales risks losing customers if we don't act now."
Force focus when necessary: "Let's focus on cost now and revisit the morale and equity issues at our staff meeting next week."
Change subject lines cautiously. Tighter, more relevant subject lines work best, but even one letter's difference upsets inbox sorting mechanisms.
Cut extraneous or repetitive information.

5. Ignoring grammar and mechanics. PDAs have granted us certain sloppy flexibility, which means you'll impress readers even more when you write precisely.

Follow standard punctuation, capitalization and spelling rules.
Think carefully about the tone different punctuation conveys. "Dear Betty," is standard, neutral; "Dear Betty:" is professional, perhaps distant; "Dear Betty!" is personable, perhaps excessively so; "Dear Betty." prefaces bad news.
Avoid over-stylizing with high-priority marks, disorienting color or complex backgrounds.
Avoid all-caps and excessives (like "!!!!" or other strings of punctuation).

6. Avoiding necessarily long emails. Longer messages sometimes work best; they can help avoid attachments' hassle and security fuss. Don't fear long emails but outline your structure and motivate reading up top.

Provide a 'mapping statement' to allow readers to skim for key information: "I've included information, below, on the background, costs, implementation schedule and possible problems."
Emphasize the specific response you seek: "Please let me know, before Monday, how this project will impact your team."
Indicate an attachment's presence and value: "I've attached slides that I need you to review before our meeting; those slides identify total costs and break down the budget.

7. Mashing everything together into bulky, imposing, inaccessible paragraphs. Length does not discourage reading; bulk does.

Keep your paragraphs short, ideally no more than three to five lines of type.
Open each paragraph with a bottom-line sentence.
Use section headings (in all-caps) to facilitate skimming.
Include blank lines between paragraphs and section headings.
Avoid italics, boldface and other typeface changes which do not reliably carry across email systems.

8. Neglecting the human beings at the other end. Email travels between actual people, even though we don't see or hear each other directly.

Praise, precisely. "Great job" takes little time and space but can work wonders. Quickly wishing someone a good weekend, at the end of an email, might perk someone up without cluttering your message.
Avoid conveying blame or delivering negative feedback over email. Talk to the person instead.
Avoid sarcasm, caustic wit, off-color humor and potentially inappropriate remarks —all of these elements tend to confuse, disorient or fall flat over email.
Consider using emoticons and exclamations ("!" but also "ha, ha" or "just kidding") when they convey useful emotional context.
Adjust your style to suit your audience. For people who don't know you, a terse style might seem rude; a wordy style might seem unfocused.

9. Thinking email works best. Email is not always the best way to communicate.

Need a quick answer from someone nearby? Stop by for a visit.
Want a reply to several unanswered emails? Pick up the phone.
Looking for more gravitas? Mail a letter.
Need to explain a complex or sensitive situation? Arrange a meeting.

10. Forgetting that email lasts forever. Most of us read, send and discard emails at lightning speeds. But don't forget that emails remain on a server somewhere as easy-to-forward proof of any error, offense or obfuscation we made.

PR Gets a Boost

2010-02-01T17:21:00.000-05:00

A recent article in The Economist takes a closer look at a fundamental shift occurring in the communications industry and the impact this will have on public relations.

Good News. Analysts say the recession has boosted demand for PR and enhanced the profession’s status.

The Economist cites data showing that spending on PR grew more than 4% in 2008 and almost 3% in 2009. Add in online and social media and those numbers jump to more than 10%. By contrast spending on other forms of marketing such as advertising contracted by 8% last year.

As is often the case, the story behind the numbers is enlightening and the Economist piece explores some of the factors driving this shift. Among their findings are:

The definition of PR has expanded. In the past public relations was a function of pitching media. These days we’re thinking outside the box engaging in a number of undertakings from grassroots to high-profile activities.
Online and social media are transforming from being a new communications channel into a fully-functioning component of an overall marketing plan. It is the public relations function that is leading the charge: developing strategies, creating content, and populating profiles and posts on boards and blogs.
Measurement. Traditionally there has been no standard methodology to account for the real success of a PR campaign. With the ability to benchmark and measure online activity at micro-levels, monitoring the positive performance of campaigns is often leading to additional investments in those kinds of activities.

A “good news” story for those of us in communications seems like an appropriate way to move into 2010.

Trend Alert: Mobile Marketing

2009-09-17T11:30:00.000-04:00

At the "Digiday: Mobile" conference in NYC today. The room is packed, standing room only - and that's assuming you can get through the crowd at the door. Some interesting take-aways -- these from a presentation on mobile marketing trends:

Mobile marketing is typically part of a larger media mix or campaign
When (traditional) agencies seek partners -- measurement companies are most important followed by network buying companies
Most-used mobile methods: (1) web-sites (2) coupons (3) sms (4) mobile banners (5) i-phone apps
Primary goal of a mobile campaign: (1) opt-in list building (2) generate awareness / loyalty (3) ticket sales
Who are the big spenders in this space? Entertainment, travel, restaurants, and retail

Sadly I was so far back in the room - I did not catch the name of the company presenting these findings from a survey they conducted.

Tiny Tip

2009-09-15T14:07:00.000-04:00

Ever wonder how those "small urls" work?

Important when tweeting, as twitter only supports 140 characters -- and it seems a shame to waste most of those on a url.

Also helpful when forwarding a link in email and the line breaks the url into two, which renders it useless and you find yourself copying and pasting code into a browser.

Problem solved with any number of url shortners. This one is ow.ly - try it here: http://ow.ly/url/shorten-url

Read story here -- With "tiny" url --
http://ow.ly/nKIH

Or here -- With regular url --
http://www.pbs.org/mediashift/2009/08/url-shorteners-help-track-links-take-heat-for-framing218.html

Opinion as Fact?

2009-09-10T17:09:00.000-04:00

The NYT recently reported on "sentiment analysis" in "Mining the Web For Feelings, Not Facts". How is this relevant? It's market intelligence. By tapping into what is being said online, essentially online opinion, companies can interpret user content to show trends and identify issues.

Weighing the relevance of opinion as fact - the article includes a few interesting case studies:see how StubHub used a monitoring tool to identify negative blog sentiment after a rain-delayed Yankees-Red Sox game. And how the Financial Times is using a tool to track sentiment about business topics in news.

http://www.nytimes.com/2009/08/24/technology/internet/24emotion.html

Wiki World

2009-09-02T12:02:00.000-04:00

Wikipedia is to begin imposing a layer of editorial review on articles about living people.

WSJ reports that this new feature, called "flagged revisions" requires an experienced volunteer editor to sign off on any change made by the public before it can go live.

CNN takes a look at some of the issues that arise as social communities mature and become more complex: http://edition.cnn.com/2009/TECH/08/26/wikipedia.editors/

Future Generation of Advertising Metrics

2009-07-27T10:49:00.000-04:00

With rapid technological advancements, more often than ever scientific methods are being introduced into traditional business activities. How close are we to having firms -- at relatively reasonable prices -- analyze advertising from a scientific perspective? Apparently, we're there:

(View the article here: Lab Watches Web Surfers to See Which Ads Work )

According to an article on Disney's "Ad Tracking Techniques" that appeared at NYTimes.com (07/26/2009), there are a lot of new metrics that might be appearing in the advertising world very soon -- and many of them will probably sound like something right out of a laboratory.

"It is relatively easy for Internet companies and their advertisers to measure precisely how often Web site visitors click on advertisements [...]. But what about those who do not click, the many millions of others whose eyes merely flit across the screen?"

Studying eye movements can measure a totally different dynamic than simply identifying 'click-throughs.'

"Disney and other companies say they believe that not nearly enough is known about them — what kinds of ads in which configurations are likeliest to draw them, and hold them?"

At the Very Least, It's Ironic

2009-06-26T10:40:00.001-04:00

Apparently, the style-guide (see previous post) wasn't the only new item published by the AP recently. Quite a stir has resulted from new Social Media Policies at the news organization.

According to a Wired.com article titled "AP Issues Strict Facebook, Twitter Guidelines to Staff," the AP's putting in place a stringent social-networking policy for its employees, informing them to police their Facebook profiles “to make sure material posted by others doesn’t violate AP standards.” [and no...it doesn't mean grammar and usage...hopefully; they mean employee conduct standards]

(See the full article http://www.wired.com/threatlevel/2009/06/facebookfollow).

Supposedly sparked by an employee being reprimanded for a Facebook post that criticized a regional news outlet, new guidelines also say employees should avoid including political affiliations in their profiles.

The policy says to “stay clear of making any postings that express political views or take stands on contentious issues.”

Public relations has been faced with similar challenges long before the social networking craze. Like journalists, some public relations professionals make a career out of being very political and others are successful by keeping out of the equation.

Regardless of politics and policy, the stinging irony is that the union and management are at odds over...the First Ammendment.

Kind of like the APs annual "Time Capsule"

2009-06-18T08:51:00.000-04:00

Last week, an announcement by the Associated Press (logical source in this case) launched the latest edition of the AP Stylebook.

Typically interesting to relatively small factions, the availability alone is only minor news. The real story is the changes/additions. While not a massive amount changes from year-to-year, the significant additions and revisions become a telling annual recap.

(See the full text of the news here: 'New edition of AP Stylebook adds entries and helpful features')

A bevy of new terms and phrases with coinciding guidelines encapsulate the year that was. Dominated by the financial crisis, international relations, and social networking, this year's guide addresses the burdensome grammar challenges of 'Twittering' OR 'Tweeting' and the proper use of 'recession-proof' among other vogue vernacular.

Hardly a historic account of events, each ruling is, however, a firm reminder of the trendiness media coverage relies on.

'mpg' for miles per gallon - perhaps rooted in so many gas crisis stories
'water sports' - just might have something to do with the Beijing Olympics
'Key lime' (capital K, two words) - undoubtedly an admission that the flavor has dominated among CPGs, other food products, recipes, etc. this year

Of course, for anyone who writes for public relations, communications, or the media -- most of the latest updates are a combination of two things: 1.) A gamble on future news/relevance; and 2.) the epitomy of ex post facto - and/or a reason to say 'oops, too late.'

Communicating Critical Information: WHO did it right

2009-06-11T16:18:00.000-04:00

The World Health Organization (WHO) declared an H1N1 pandemic this morning, marking the first global flu epidemic in 41 years.

One can expect that many will be wondering what this means, and if you're like most of us - we will turn to our laptops and google "H1N1" or "swine flu".

What we will find represents an excellent study in how to communicate critical information: The Center for Disease Control and Prevention (CDC)'s site is first to be found - and it is worth exploring what works:

Clear and concise information that explains, not hypes, the situation
Charts, maps, and other graphics that provide further insights
Links to additional resources
A 'last updated' time stamp so we know the information we see is current
Social media resources aggregated in one place: choose to get updates via email, rss, twitter or more
Tips on staying healthy
Easily identifiable contact information - call, email, write

Kudos to the CDC for communicating in a way that facilitates greater understanding of an important issue.

Check them out here: http://www.cdc.gov/H1N1FLU/

Publishing on Parallel Tracks

2009-06-10T03:05:00.000-04:00

Though early adopters probably consider the efforts by tens of millions who've joined the social networking and digital media space to be passe, it's hard to argue that -- on the whole at least -- that the growth of a hyper-informed, ultra-connected population is a flash in the pan.

The way that the general public views news and information has changed in a very brief timeframe, and with it the media has adapted. "Content," for lack of a better word, became commoditized by technology. So, the media -- whether it be news coverage or television programming -- is continuing to move closer to center on the spectrum between facilitator and gatekeeper.

Demand and access drive new era of information sharing. But, there is a key role to be played by a facilitator to ensure ordered chaos, and set a standard for those who desire more credibility.

A similar transformation in another industry might offer a sneak peak what's to come.

The recording industry went through a painful period where technology and demand made an end-run around access. Even after the controversy over Napster and others, the public was still hostile to the gatekeeper mentality by production houses and record labels who forced 14 tracks on people who wanted just one. And, with a tech-savvy early adopter mentality among musicians, a host of independent label-led digital revolutions cut out gatekeepers like record stores and foundry-style disc makers altogether in many cases. To draw a parallel in the online publishing world as some upstart bloggers have gained credibility and notoriety.

The ultimate response after several years of struggling -- integration and customization. Services like iTunes and Rhapsody that were ultimately a 'compromise' between the consumer and the industry.

Are we one more device...one more application...or one more method of integration away from the same evolution in the media? The key was ensuring that the integration could monetize usage and still provide the customization.

So, how similar are CD racks to magazine racks? Or record stores to news stands?

PC Politics

2009-06-08T11:10:00.000-04:00

The Wall Street Journal leads this morning with a piece on China requiring all PCs sold in that country as of July 1 to include software that blocks access to certain web sites. "A move" the paper states, "that would give government censors unprecedented control over how Chinese users access the Internet".

The article raises an interesting question for PC Manufacturers: are they now "forced to choose between refusing a government order in a major market or opening themselves up to charges of abetting censorship"?

Naturally PC manufacturers are responding cautiously - so far HP's public statement is the clearest example of a company weighing both sides of this dilemma: On the one hand asserting that they will continue to meet regulatory requirements and work with the government. While also making it clear that the company is evaluating the 'best way to handle this'.

HP has a lot at stake here: they have the largest share of any US PC vendor in China. From a global market perspective, China sales reached 40 million in 2008, second only to the US.