Everyday PR

Like Seinfeld’s Elaine Benes’s comment regarding the love scene in The English Patient, give me something I can use.

So here’s a note to broadcast media: NOT EVERYTHING IS BREAKING NEWS!  There’s so much “breaking” news that’s NOT even remotely breaking that the word has lost its meaning.  “Breaking” news now just means “made you look”. Networks have diluted the term so much that it’s more like “boy cried wolf”.

We understand that ratings rule; we understand you’re meeting a need; and we understand the purpose of reruns.  But seriously, days have passed since Jackson passed, so tell us something we don’t already know.  We’ve repeatedly heard the 911 tape (were those guys polite or what?); we’ve seen the historic moonwalk, Thriller segments and baby Michael tapes until we’re blue in the face; and we’ve read the same, tired quotes about the involvement of prescription meds.  Enough already.

On a going forward basis, when networks air “Breaking News” accompanied by sounds equivalent to the shouts bringing down the walls of Jericho, they’re going to have to re-invent its meaning.  Maybe “Breaking News – This Time, We Really Mean It” or “Seriously Breaking News” or “Trust Us, This Is New Stuff”.

Think social media is a fad, trend or in the “this too shall pass” category?  See how social media regarding every day decisions have boosted branding and sales for businesses, restaurants and other organizations.  Read more.

The news that Apple’s Steve Jobs recently received a liver transplant once again begs the question – how important is disclosure?

Graphic courtesy of Harvinder Singh

Simply put, publicly traded businesses are required to disclose what the laws tell them to disclose. Ralph Norton of New York’s Davis & Gilbert LLP says there is nothing requiring the health status of a senior executive to be disclosed. “Absent a specific disclosure requirement, a company has the right to say nothing,” says Norton. 

Securities Expert Gary Brown of Nashville-based Baker, Donelson, Bearman, Caldwell & Berkowitz PC  says the analysis should begin with the company’s risk factor disclosure, a requirement of publicly traded companies in their regulatory filings.  In the case of Apple, the company disclosed its reliance upon one or more key personnel in its 2008 10-K, with updates in its January 20o9 10-Q and April 10-Q, making specific references to its CEO, his medical leave of absence, and the fact that he “has been involved in major strategic decisions during his leave.” 

“Given this disclosure, it would appear that Apple has concluded that Jobs’s health is appropriate for risk factor disclosure, and the only real issue is whether the current risk factor disclosure is sufficient or whether it is materially misleading,” says Brown.  If, on the other hand, a company were to conclude that the health of an executive did not warrant risk factor disclosure, while there may be no legal duty to speak, if the company chooses to speak on the subject, it must do so “truthfully and without material misstatements or omissions.” 

As public relations professionals, we counsel our clients and organizations every day to be forthcoming, transparent and open.  Apple’s silent treatment may be legal, but that doesn’t make it smart in today’s market.

For years, Kraft Foods sent their loyal fans a well-loved and FREE Food & Family magazine chock full of quality, usable information.  Now they’ve changed their mind. My advice? NEVER take anything away from your employees or consumers – develop another solution to YOUR problem.  Read more.

After a week of talk about whether or not Late Show Host David Letterman is outrageously funny or painfully out-of-touch, he finally apologized to Alaska Governor Sarah Palin, her daughters and family.  The original “joke” on June 8 opining that Palin’s daughter was “being knocked up by Alex Rodriguez” during a Yankees game was followed two days later by a half-hearted attempt at an apology, which was more like a defensive play with a few self-deprecating audibles.  While better late than never, Monday’s apology was as heartfelt as Letterman can get, and maybe that was the plan.

Like the recent Domino’s video fiasco, Letterman’s apology was over-the-top late. By any public relations or crisis management standards, the timing was nearly unrecognizable to the original transgression.  As professionals, we counsel our clients and employers to genuinely and effectively begin the healing process of a crisis as soon as harm or even the perception of harm is realized.  Customer (and fan) relationships involve trust, authenticity and appropriate timing.

The original 47-second Letterman clip caused much discussion about boundaries, genders, ages and laws.  Debate is a good thing.  And although belated, Letterman’s apology should be accepted. 

Yet who’s to say what roles, if any, web sites like Fire David Letterman, organized boycotts of CBS advertisers, anti-Letterman events outside  studios and/or the current multi-million-dollar contract talks between the late night host and CBS played in all of this?  Timing is everything.

There are some things in life – ants, tattoos and weird relatives, for instance – that will never go away no matter how hard you try to destroy them, remove them or ignore them.  Enter technology and its countless social media legs. 

Like tattoos, social media is here to stay.

As professional counselors, we are responsible for advising our clients and employers on how to best accomplish their business objectives.  Before we can credibly provide such guidance, we have to understand the many facets of social media – hard to do considering the frequent sprouting of some shiny, new leg.

A recent study found that more than half of the 500 top executives surveyed resist social media because they fear its affect on productivity.  Other barriers include security, apathy and fear.  Conversely, two-thirds of early technology adopters reported increased customer satisfaction, improved reputation in the marketplace, and two in five companies directly associated higher sales through using new forms of media.

At the 2009 Counselors Academy Spring Conference, a key theme was social media, but not about tools like Twitter or Facebook. For example, Mark McClennan of Schwartz Communications focused on objectives, audiences and strategy of a business and how technology can help reach organizational goals.   Another expert, Joe Thornley, echoed with “social media is about community, relationships and consistency. More and more companies are turning to targeted communities to market their products and services.” 

So like ants, tattoos and weird relatives, technology isn’t going away.  Or as one of this country’s founding fathers Thomas Paine said, “Lead, follow or get out of the way.”

So how’s that free thing going for businesses in today’s economic downturn?  Since the original blog was posted, here are some updates:

Singer Allison Lynn offers CD discounts to multiple purchases.

1) Debbie Fox of Fox Fine Jewelry prompted the first blog about giving away necklaces for Valentine’s Day to gift givers who recently had lost their job or home. Partnering with other jewelers in Ventura, CA, nearly 5,000 necklaces were donated. Results included customer loyalty and the creation of Share Ring, through which participating retailers can sell a Hope, Faith and Unity necklace for $19.99, with all proceeds going to Points of Light.

2) Similarly, Greg Tidwell of Bell Jewelers in Murfreesboro, TN, gave away 100 pearl necklaces to tornado victims as an outward sign of hope and recovery.

3) Allison Lynn, a Canadian-based Gospel music artist, offers discounts on multiple CD purchases, as well as a free MP3 to people who sign up for her newsletter. “Our audiences appreciate the discounts, and it’s definitely resulted in increased sales,” says Lynn.

4) Jet Blue announced a year-end extension of its Promise Program, which offers a full refund to anyone who purchased a ticket and subsequently lost a job.

On the other hand, businesses must be sure that “any discounting strategy aligns with their product/service and its key audiences, and that such a strategy will serve in the long-term to enhance the brand reputation,” points out Mary Beth West of  Mary Beth West Consulting in Maryville, TN.  (In the interest of full disclosure, I hired Mary Beth years ago for a corporate communications position).  “It comes down to the value proposition of the brand. It’s critical to weigh all the factors before making a decision on what form that approach takes.”  All good points.

An excellent article to remind us that the distance between the heart and the wallet isn’t often far apart when it comes to purchasing.  Read how some longtime, large brands market their products and services for the heart. Read more.