Stu's Clues - In my PR thinking chair

John Daly's ad gets pulled.

2007-05-01T15:44:00.000-07:00

Let's take a moment to thank CBS for not allowing John Daly's Maxfli ad to to be shown on their station. Their actions against the commercial have prompted Maxfli to pull the commercial altogether.

CBS spokesperson LeslieAnn Wade cited that the ad "did not meet the standards of the CBS network" and that "Any implied or direct reference to excessive consumption of alcohol would not meet network guidelines."

Honestly, I think it might be difficult to have a John Daly ad without at least an implied reference to excessive alcohol consumption. This is a guy who supposedly drank a fifth of Jack Daniels a day when he was 23, and probably still gets mail at the Betty Ford Center and various AA venues. With this in mind, I thought the commercial was fairly reasonable.

Bob Maggiore, senior director of marketing for TaylorMade-Adidas of Carlsbad, Calif., told The New York Times that the ad isn't about alcohol. "This is a spot that is supposed to be fun and exciting and show the brand to be fun and accessible."

After learning that CBS would not be airing the ad, Maxfli decided to remove the ad from their website as well, opting to not attempt to turn this controversy into some positive publicity.

While I'm sure Maxfli's intentions were not to be offensive, the issue of alcohol abuse can be a sensitive one. Therefore, from a PR standpoint, I think it was a good idea to give this ad the boot.

From a TV watcher standpoint, and from the perspective of a person who's roommate is a serious golfer and dedicated viewer of the Golf Channel, I thank the powers that be for keeping this horrifically bad commercial from entering my subconscious any more than it already has.

This commercial, if aired, would only have deterred golfers and TV viewers alike, from purchasing Daly's country-music album My Life.

The first track on the album is fittingly called "I'm Drunk, Damn Broke"

Presenting My Portfolio

2007-03-18T17:34:00.000-07:00

Throughout college I have developed a melting-pot of skills through the various jobs, classes, internships and experiences I have been involved in. This being my last week in college, I have done a great deal of thinking about the future and where I will end up. What do I want to do? How am I going to get there?

As a final project in my Public Relations Campaigns class, we were assigned to create a personal portfolio and present it to a panel of PR professionals. This turned out to be an interesting experience.

While creating my portfolio, I realized that I have actually done more than I had thought. I think too often we will complete a task, move on to the next thing, and move our past achievements to the wayside. Now, it is important that we don't rest on our laurels, but it is equally important to recognize how the things we are involved in can paint a more vivid picture of what we are capable of.

Meeting with the panel was a major learning experience for me. I didn't leave with a bolstered ego, nor did it make me want to cry, but it did give me an unbiased perspective of what I was bringing to the table. Never doing a portfolio presentation before, I was a little bit unsure of what to expect - or what the panelists would expect out of me. For instance, if you create a leave-behind packet, pass it out BEFORE you begin your presentation.

There were a couple things that I learned that I think everyone can take something away from.

It is important to have key points about what you want to say about different portions of your portfolio. My lack of prior planning in this department caused me to ramble and make unfocused comments about the materials. Having a clear picture of why you have something in your portfolio and why it is important and applicable to other points of PR is key.

Don't discount or minimize things within your portfolio. Just because it isn't "interesting" to you doesn't mean that it is not important or that it doesn't serve a valuable purpose within PR. Also, if you don't like something, don't put it in there just because it has been published.

Tighten up your resume if it is needed. It definitely was with me. Just because I have had success getting college jobs did not necessarily mean that my resume was that good or impressive. It is important that your resume actually represents your knowledge and experience adequately. I was told that my resume didn't really justify the contents of my portfolio. Also, if you can add any quantitative results to your experience (sales numbers, event attendees, stories ran, etc.) that is always a plus.

One thing that they liked was the logo on my resume. I just made this, but I think it is a cool idea to have one. It shows that you have a creative side and could potentially draw some attention to your resume if there was a tall pile of applications.

Although I felt like I could have done a better job, the interview certainly served its purpose. I learned a lot about how to present myself in a real-life interview, and have different and more effective talking points to focus on.

Cross your fingers for me as I dive into the real world!

John Edwards is So Hip With It

2007-03-18T17:07:00.000-07:00

Alright, I am crowning John Edwards the Official King of Social Networking and Technology Utilization. We have seen this trend developing along slowly with campaigns. Recently we have seen videos on YouTube from Barack Obama and Hillary Clintion announcing their intentions to run for presidency in '08. But John Edwards takes it to another level. Most major presidential candidates do have a presence on YouTube (check out the YouChoose '08 page), however out of all of them, Edwards has been a YouTube Member the longest.

Edwards has a presence on 43Things, del.icio.us, essembly, facebook, flickr, gather, myspace, partybuilder, youtube, ning, metacafe, revver, yahoo! 360°, blip.tv, CHBN, vSocial, tagworld, collectivex, bebo, care2, hi5, xanga, livejournal. Click here to view his social networking page.

Now, I consider myself pretty "up" on social networking sites, however I can honestly say that I have never heard of about half of these or even know what they do. That is not to say that they are not popular or utilized sites. Most recently, Edwards signed up for Twitter, which allows him to post where he is and what he is doing at any given point in the day so people can keep track of him.

Some of you might have heard of the John Edwards Headquarters on Second Life getting vandalized. Yeah, it gets real on the streets of Second Life.

All in all, I think that this move will prove to generate a strong youthful following for Edwards and his campaign. As these tools begin to gain legitimacy for their effectiveness and popularity amongst audiences, we will begin to see these social networking sites as a "must" for any campaign. With the diversity in sites, I think that most organizations will be able to take part in at least one social networking site that matches their needs and audience.

Yet another great utilization of tools for effective communication.

It really is impressive. I am just wondering how he (and his minions) have time to update all of these sites!

I Keep a Fire Extinguisher in My Pants

2007-03-18T16:34:00.000-07:00

It is unfortunate that the Public Relations industry is often associated with the characteristic of dishonesty. While there are bound to be bad apples in the bunch, swindlers and spin artists we are not.

I think that we can all agree that transparency and honesty are the foundations of creating a good PR message. Unfortunately, not all news is good news. Part of handling the PR tasks of an organization will be addressing the issues surrounding it, even if they are less than ideal. This being so, it is important that PR professionals create the message that the organization wants to send before the media and others create the message for you.

By acknowledging and addressing faults with your public, you create a relationship based on trust. Without the trust of your public, you will be hindered both internally and externally. The public can respect the admittance of a fault or a negative occurance. As a whole I think we are a very forgiving society. I think that it is important (in both life and PR) that when you acknowledge a problem you don't let it define the whole story. Half of the story surrounding a problem should be what is going to be done to better the situation.

Not acknowledging a negative situation at all is just a time bomb waiting to explode. The truth will be set free at some point. Lying by omission is still lying.

Let's be messengers, not manipulators, of the truth whether it is good or bad. Because in the end, a truthful message is good "PR" for your organization.

Potential Perks for Bloggers?

2007-03-18T15:15:00.001-07:00

I recently came across a blog post that questions "Are Blogs the New Resumes?" This was an interesting question for me as I will soon be seeking employment in the PR workforce in one facet or another. This blog spawned from a classroom assignment in a PR Writing class, but might this be something worth keeping up longer? Maybe even perpetually?

I don't think that blogs are the new "resumes" per se, however will serve as an excellent tool for strengthening the appeal of an applicant. Aside from what an employer will learn from a candidate based on their resume and interview, a blog can provide another view of the applicant. Here are some ways that I feel having a good blog can make a difference when job-seeking:

1. Blogs show that you have a grasp of the subject. You have the opportunity to demonstrate that you understand the implications of a particular subject and the effects that it may have within an industry/company/group/etc.

2. Blogs show that you are conscious of the current trends within your industry. Be a consumer of your industry's culture. We all can learn from the triumphs and failures of others.

3. Blogs show your interest in the subject. Let's face it, most of us are not blogging for cash (although this seems to be an idea that employers are considering if not implementing) but we are blogging to generate discussions about issues that are of concern. If you take the time to show that you care about your non-paid industry-related blog, then imagine how much effort you will actually put into a job that you are getting paid to do.

4. Blogs can showcase your ability to write. Are you conveying your message effectively? With Public Relations, being a good communicator is essential to your success. Employers will be able to use your blog as a prime example as to why they should have confidence in you.

5. Blogs set you apart from the competition. All other things equal, a well-written blog that is related to your prospective job should show that you are more ready for the tasks at hand than the rest.

6. Blogs show that you are tech savvy. This is increasingly important within PR. We see this with online newsrooms, social networking sites, podcasts etc. As more tools of communication become accessible, we need to be able to utilize them to the fullest.

I have officially convinced myself of the importance of keeping Stu's Clues rolling.

Can you think of any other ways that having a blog might be appealing (or not appealing) to an employer?

Voice mail etiquette

2007-03-04T22:16:00.000-08:00

Have you ever wondered what is entailed in an effective voice mail? Often times I get flustered, ramble on about various things, repeat myself and convey my message with a general feeling of social-awkwardness. I recently came across an article by Richard Weiner (an author, lecturer and public relations consultant) that addresses this very issue.

Here are some of the main points that we all can put to use, along with some of my own thoughts:

-Before you make your call, be ready to leave a message. You can do this by writing out what you are going to say, and then EDIT IT! The goal here is to come out with a concise and informative message. This could be the difference between your story getting covered or not.

-Your message should be conversational, with tonal quality and inflection. I think that this is extremely important. If you don't sound interested in your story then why should they. If you sound like you are "selling" too hard then they might shy away. Be real.

-Get to the point. Unless you or your organization are well known, I suggest that you start with the relevant subject and follow with a brief ID. Much like an email pitch, you must catch the recipients attention right off the bat.

While these are relatively simple and basic suggestions, actually implementing them could help phone-calling PR professionals significantly. What makes a good phone call in your mind? What are your phone call pet-peeves? How can we all become more effective communicators?

Thin Mints just got thinner

2007-03-04T21:27:00.000-08:00

The Girl Scouts of America are best known for their seasonal cookie pushing. I for one have a soft spot in my heart (and belly) for Samoas - so I am certainly willing to support their organization on an annual basis. Others have as well, as each year the Girl Scouts sell about $700 million worth of cookies. I have never really associated them with anything other than cookies, which may or may not be a bad thing.

Upon looking at their website, I now know that Girl Scouts is "the world’s preeminent organization dedicated solely to girls—all girls—where, in an accepting and nurturing environment, girls build character and skills for success in the real world."

As our culture has become increasingly health conscious, Girl Scouts has made a conscious effort to adjust with the times by eliminating the trans-fat that was previously present in their cookies. I see this as overwhelmingly positive. I mean, it still isn't celery slices, but if there is an option of making these cookies less bad for you then there is no reason not to.

MeMe Roth of National Action Against Obesity, however, is still amazingly critical of the Girl Scouts organization. In a recent blog she wrote this:

"90 years ago the idea of selling cookies for cash was quaint. But for Generation-O, as in OMG-u-r-so-Obese, is it possible that kiddies as purveyors of junk food is a good idea? Each serving of Girl Scouts cookies (2-5 cookies) packs 150 calories and a whopping 6-10 grams of fat. Hopefully the Girl Scouts have an exit strategy. Boy Scouts sell popcorn—more junk food. Porn is profitable, but the wrong direction. And $700 million in car washes is a stretch."

Did you cringe like I did when she related Girl Scout cookies as a vice comparable to porn? Why do they need an exit strategy? Our nation's obesity problems don't rest on the shoulders of pre-teen girls selling cookies as a fund raiser. Sure, the cookies aren't nutritional for you, but... they are COOKIES after all. The non-existent nutritional value of cookies is not a surprise to anyone.

I commend Girl Scouts for making an effort to improve the negative qualities of their cookies, and I think that the general public will as well. Ms. Roth proposes a boycott of Girl Scouts, however I can tell you that if the Girl Scouts stopped selling cookies, I would probably just buy some Chips Ahoys or Circus Animal cookies.

NBA severs ties with Tim Hardaway

2007-02-25T18:15:00.000-08:00

So you may or may not have heard about the recent news of an ex-NBA player, John Amaechi, recently revealed his homosexuality to the public in his new book Man in the Middle.

This was big news in the machismo NBA, primarily because he was the first player to come "out", however if you ask me it is doubtful that he is the only gay man to ever play in the league.

Shortly after this news broke, a live on-air interview with former All-Star Tim pHardaway created a problem for the NBA and its image. Commenting on the Amaechi announcement, Hardaway said:

"You know, I hate gay people, so I let it be known. I don't like gay people and I don't like to be around gay people," he said. "I'm homophobic. I don't like it. It shouldn't be in the world or in the United States."

My mouth just about dropped to the floor when I heard this. Certainly, there are many people who share Hardaway's sentiment, but for a role model and respected member of the NBA community to share such opinions really only had the possibility to do harm. And while as an American, Hardaway has freedom of speech; as an NBA ambassador, he does not.

Tim Hardaway had been scheduled to appear at a number of events in the upcoming All-Star weekend on behalf of the NBA. He was on board to be an assistant coach at a wheelchair game Thursday night and later appear at the fan-oriented Jam Session. At a weekend showcasing all of the good things that the NBA does such as NBA Cares, NBA:Read to Achieve, charitable donations to the Boys and Girls Club, etc. the negative media whirlwind surrounding Tim Hardaway would only detract from such a celebration. David Stern, NBA Commissioner, acted promptly on Hardaway's comments by removing him from everything NBA related.

"We removed him from representing us because we didn't think his comments were consistent with having anything to do with us," said Stern. As well as: "This is a country that needs to talk about this issue," he said. "And, not surprisingly, they use sports as a catalyst to begin the dialogue."

Sterns reaction to the situation was very necessary and needed. Hardaway's comments were divisive and hateful, something that the NBA does not and should not represent. Disassociating the Association from Hardaway, while an extreme conclusion, was an adequate representation of the leagues disapproval with his comments.

Hardaway has since apologized for his comments, however the damage has been done. Sadly, I will remember Hardaway for his bigotry more than his killer-crossover.

Mercedes-Benz Island?

2007-02-25T17:07:00.000-08:00

Mercedes-Benz has opened up a virtual showroom in the digital world of Second Life. Second Life, if you are unfamiliar, is essentially an online world that parallels aspects of real life. You can talk with people, buy properties and objects, visit stores, interact with the environment etc.

Now, this might seem relatively insignificant to those of us who don't visit the Second Life world, but this is an interesting development from a PR/Marketing perspective. Currently, there are 4,041,711 inhabitants of Second Life, and counting... Many people take Second Life and their digital personas very seriously. This is demonstrated by the amount of real money that exchanges hands on a daily basis. In the last 24 hours $1,743,114 has been spent in Second Life. Yeah, almost TWO MILLION DOLLARS in the last day. There is at least one case of a Second Life millionaire. Yes, it blows my mind too. But what this means is that people really do care about their characters and their belongings/ownerships in a way that is similar to that of the real world.

Mercedes-Benz is certainly a automotive status symbol, so having a showroom in Second Life makes sense. In a place where all you really have to show for is ownership of material goods and property, why not cruise around in a Benz. Being able to visit a virtual showroom and test drive a car without leaving the comfort of your computer chair may also help to translate into future desires to own such a car in real life. This is yet another way to connect with potential consumers and to relay positive messages about ones company to the general public.

For the opening of Mercedes-Benz Island, the company approached it the way any event planner in the real world might have envisioned it. The event (which included a concert, party and a tour of the island) was apparently so popular and overcrowded that many hopeful attendees were turned away. Mercedes-Benz, in typical PR fashion, even made a public statement on their Second Life website apologizing for those who weren't allowed in.

A full-time avatar (Second Life character) is available to assist guests while they are on Mercedes-Benz Island. He is the contact for any general questions one might have. He will answer any general questions on current Mercedes-Benz specials or vehicles as well. And get this, if you visit the info counter in the main building you can get your hands on a digital press kit with press releases, images and background information.

Don't be surprised if you see many companies in the future breaking into the Second Life scene, as there is an abundance of marketing and PR opportunities to be had.

TrailBlazers of Social Networking

2007-02-18T15:36:00.000-08:00

The NBA's Portland Trailblazers are the first professional sports team to create their own social networking site for their fans. The Blazers' site is ambiguously called www.IAmaTrailblazersFan.com. If you have followed the Blazers at all in recent years, they have been a perfect example of a PR nightmare with their players having repeated incidents on and off of the court. Here is an unabridged list of some of their troubles. In recent years the team has worked diligently to clean up their image by acquiring players with squeaky clean personas and is in the midst of their biggest challenge - reconnecting with their fans.

Fans will all be able to make individualized profiles that detail what kind of fan they are. Me, I'm a Jump-Shot Genius who's preferred defense is the Zone. The page provides you with fans that are 'like you'. In my case, other fans from the University of Oregon. There is also a great message board that allows you to interact with like-minded fans.

"Portland fans’ passion for the Trail Blazers is legendary, and many people in our community share that same passion for technology, so merging the two to create an official online community to tap into those passions makes perfect sense," said team President and General Manager, Steve Patterson.

The best features in my mind, however, are the real benefits that you get from being a member of iamatrailblazersfan.com. If you have a game in mind that you want to go to, you can sign up to be part of a group package (compiled of other fans from the site) and you save almost 50% on your tickets. Plus you get to sit with other passionate fans. You can post what games you will be attending, allowing you to find other fans that are going to the same game. There is also a portion of the site that gives alerts on volunteer activities within the community that need assistance. You can sign up for the activities right through the site, and the Blazers will give you tickets to a game for your help.

As we discussed the definition of PR in the post before, this is a perfect example of the Blazers promoting goodwill between themselves, their fans and their community.

I think this is a giant step in the right direction. It wont be long until other NBA and professional teams begin to adopt similar sites. As it is always a challenge to connect with one's audience, the Blazers effort to provide their fans with content that appeals to them was bold and strategically genius.

PR = Propaganda?

2007-02-18T14:31:00.000-08:00

I recently came across this YouTube video from John Stauber entitled PR Firms = Propaganda. Stauber, who is the author and co-founder of PR Watch gives an incredibly persuasive argument towards PR and propaganda being one in the same. As the word "propaganda" has built up a negative connotation over the years, a comparison with my field of study and future career path is not exactly an encouraging one. Propaganda has certainly evolved from the early (and blatantly offensive) war posters (see below).

Stauber defines the saying "Public Relations" as being a benign sounding term to describe propaganda.

Is this a fair statement? I would argue that PR and propaganda can certainly serve a similar, or even interchangeable purpose; however, this is not always the case.

The primary definition of propaganda is: information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

While PR is defined as: the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

The word "goodwill" is a major difference maker in my mind behind the difference of propaganda and PR. Public Relations should involve an honest interchange of information between the organization and the public, whereas this is not an essential component to the use of propaganda. Propaganda can be solely made up of deliberately spread ideas or rumors (according to its definition).

While I see a slight difference in the two terms, the truth is that PR and Advertising firms do work together, as Stauber says, to "manipulate news information and public opinion."

Some interesting notes from the video clip:

Public Relations works by putting its message in the mouths of people we trust.
On any given day 40-60% of our news is derived from public relations
Corporate media gladly cooperates with its advertisers, perpetuating our current media template which has proven to be extremely profitable.
The best propaganda/PR is invisible.

What do you think, is Public Relations the same thing as propaganda?