Everyday PR

Marathon runner, medical sales rep and longtime hubby Gary Lawrence wrote today’s guest blog.  Feel free to share your thoughts by clicking on the Comments button.

Today a Congressional panel questioned Toyota CEO Akio Toyoda and other senior executives about the recent issues related to the automaker’s cars. This is an interesting event from several perspectives. First, I question the sincerity of this panel. Second, I am astonished at the hypocrisy of it all.  We have a group of Congressmen doing nothing but grandstanding in an attempt to gain a photo opportunity that makes them look tough while they themselves have an all-time low approval rating.  Third, who died and made these Congressmen auto manufacturing  experts? 

Yes, problems happen. It is how often they occur and how they are resolved that really matters. Unlike American car manufacturers, Toyota has an outstanding record for reliable and safe cars. Everything I have seen tells me that Toyota has taken full responsibility for its manufacturing issues and is doing everything possible to correct these issues, satisfy consumer needs, and ensure such issues won’t happen again.

Toyota employs 200,000+ people in this country, as well as positively contributes to our economy. Conversely, Congress is directly responsible for negatively affecting our economy and overseeing a 10% unemployment rate. Our “public servants” should be very careful in their attempts to publicly embarrass Toyota executives as this panel’s demonstration of hypocrisy and holier-than-thou attitude are sickening to watch.

From the American Association of Professional Geneologists to the Advanced Medical Technology Association, countless organizations provide a Code of Ethics to serve as guidelines for their members.  Like many nonprofits and trade associations, PRSA depends on its voluntary membership for compliance. In fact, September is PRSA’s annual Ethics Month.  For-profit businesses of all sizes often provide training on their “rules” and accountability measures for not following them.  If I were a betting woman, I’d say the number of organizations that have added some type of a Code of Ethics has significantly increased in recent years.  

Norman Rockwell's "The Golden Rule" beautifully illustrates the point in this painting.

With all these guidelines, you’d think that questions like the following would be easy:

1)    A home improvement show recommends the seller spray paint the dead grass in his front yard to make it look like real grass for that weekend’s Open House.  Is that full disclosure to potential buyers?

2)    Some medical companies provide financial compensation to doctors who prescribe the manufacturers’ products/devices.  Is that in the best interest of the patient?

3)    Companies outsource lower-rate hourly services and then mark up those rates to the client.  Is that ethical?

The answer is simple.  Just follow one rule – the Golden Rule.  Just treat people like you want to be treated.  Theoretically, if everyone applied the Golden Rule, then appropriate behaviors would follow suit.  Of course this doesn’t apply to the person who is of such low moral character that no amount of guidelines can help them.  Maybe I’m being naive, but I think Codes of Ethics wouldn’t be necessary if the Golden Rule were the standard. 

While I support PRSA’s annual Ethics Month, my hope is that people practice the Golden Rule all year long.

UPDATE – September 14, 2009 - Despite being passed over by big retailer Dick’s Sporting Goods, Michael Vick’s Philadelphia Eagles jerseys sold well enough to make their debut at No. 4.  Top ten selling NFL Pro jerseys listed here.

ORIGINAL POST – September 8, 2009 – Michael Vick, Donte Stallworth, Travis Henry, Ray Lewis, the list of NFL players involved in criminal behavior goes on and on.  So what makes Michael Vick so offensive to Dick’s Sporting Goods? 

Why won't Dick's sell Michael Vick jerseys? They sell other criminals' merchandise.

The decision by the 394-store chain not to sell a Philadelphia Eagles’ Vick jersey defies logic.  According to media reports, Dick’s CMO stated the company was determining the sale of Vick jerseys based on demand from fans.*  So a publicly traded company – whose primary purpose is to increase the value of its stock for shareholders - is basing a sales decision on non-shareholders from a selected geographic area?  It’s like Whole Foods CEO John Mackey writing an op ed on health care for the Wall Street Journal.  Why did he think that was part of his job? I don’t get it. 

There’s no doubt that Vick’s criminal behavior was heinous and abhorrent, especially to animal lovers like myself.  But Dick’s sells Ray Lewis, Donte Stallworth, Travis Henry, Pacman Jones, et al, merchandise – are their criminal behaviors any less horrific?  It’s as if Dick’s has proclaimed itself judge and jury of others, but in the most inconsistent of ways.   

Call it profiteering or whatever you want, but the bottom line for a publicly traded company IS the bottom line.

Authenticity, adjective. Being true to one self; being genuine; having established authority; creating credibility.  All acceptable definitions of authenticity. 

Multi-talented performer Dolly Parton is very real about being fake.

In a recent online survey of PRSA Counselors Academy (CA) members, respondents ranked as their number one issue facing the profession as client relations, specifically “providing authentic strategic counsel”, followed by demonstrating return on investment.    Alright, as a CA member, I want to know who’s NOT being authentic out there and/or what’s not “authentic” about strategic couseling currently being provided.

Could be semantics here, but being authentic doesn’t necessarily mean being nice.  Look at Iran’s Mahmoud Ahmadinegad.  By all accounts of decency, he’s tyranically manages Iranians, disrespects the protocols of the United Nations and repeatedly expresses questionable views on all things Jewish.  But he is being authentic.  Conversely, music icon Dolly Parton is well known for her heart felt sincerety, yet she is totally reliant on her anything-but-real hair and fingernails.  And speaking of fake, don’t even try to be something you’re not, especially authenticity, as David Letterman painfully learned. 

I challenge my fellow CA members and other public relations practictioners to reconsider placing so much emphasis on “authentic” strategic counsel.  Can’t we just be our professional selves, providing well-researched, account-specific, quantifiable and realistic strategic counsel to clients?  That would be authentic.

Regardless of the economy, 15 percent of companies stall every year.  In a decade, 50 percent of companies stall.  Why?  A lack of consensus, focus, nerve and/or all of the above.

Motorola signed David Beckham to promote its new Aura phone in worldwide ads.

Steve McKee, author of “When Growth Stalls” and recent speaker at the 2009 PRSA Counselors Academy meeting, knows first-hand the growing pains of starting a business and the commitment to sustainability.

An Albuquerque-based business and marketing counselor who has experienced and recovered from stalled business growth, McKee points to several key internal factors that can contribute to the “death spiral”:

• Lack of consensus – Managerial disagreement at the top often inhibits business growth, particularly in a highly competitive environment. Motorola, maker of the world’s first commercial handheld cellular phone, and Sears exemplify how a lack of executive consensus can affect the bottom line, particularly in an environment of changing economic dynamics and strong competition.
• Lack of focus – Take a look at Remington Shavers and Citigroup to see how companies tried to be too many things to too many consumers. Define your areas of specialty, and perfect them.
• Loss of nerve – When companies show a lack of consistency in their marketing programs, they’re often sacrificing long-term goals for short-term gains – a sure sign of a growth stall. As a decision maker, you need to determine whether or not you’re “investing in” or “spending on” marketing. Your answer can reveal if and how you’ve lost your nerve. As a side note, healthy companies are twice as likely to win creative awards for their marketing programs.

A common result of all of these factors is a death spiral from which it can be hard to recover.  To check out the health of your company, take this free self diagnosis.

This country’s economy is in a mess.  Businesses of all types and sizes are hurting. And to top it off, some businesses are doing things they wouldn’t even consider doing in a stable financial climate.  Take poaching, for example.  Not the cooking method, but the wooing, courting, stealing, purloining, robbing, pilfering, swiping and/or the attempt to do so from your competition.

Like a wolf in sheep's clothing, businesses can be disingenuous.

Sadly, poaching may be a sign of the times, says Vice President and General Manager of Phoenix-based HMA Public Relations Abbie Fink. “I think going after a competitor’s client is ethically wrong and unprofessional.  The word will get around about the firm’s strategy, and I suspect it will come back to haunt them,” she says. “As long as you have a strong relationship with your client, and are meeting, if not exceeding expectations, you should be fine, regardless of the economy.”

Bad times can bring out the worst in people.  As public relations counselors, we’re expected to set high business and ethical standards every day for our clients, our competitors, our employees, our colleagues.