Rupert Murdoch

There are some people who believe the only truly pure news is the weather forecast.

How ironic it is that forecasting the weather used to be more about entertainment than news. Consider that Diane Sawyer was referred to as a “weather bunny” back in the days she worked as a forecaster at a TV station in Kentucky.

With the advent of Doppler radar, forecasting the weather went from iffy suggestion (“you might want to grab your umbrella on the way out the door today”) to life-saving directive (“a Category 5 hurricane will make landfall on the Outer Banks by midnight tonight”).

As media mogul Rupert Murdoch weathers his own storm today, appearing before the British Parliament to defend his tabloids’ alleged illegal tactics, I was again reminded of the current nature of the news, and how it has become more about titillation than information.

Some believe the News of the World scandal is a sad commentary on the failure of corporate leaders to keep a tighter rein on the actions of their employees.  But as a PR person, I am prompted to consider just how low so-called journalists can go in pursuit of the next big headline.

For some, it’s all about the race to the bottom. When did bribing police and hacking personal phone lines become acceptable journalistic practices?  In today’s tough economic times, perhaps these journalists thought their jobs depended on uncovering and reporting – by any means possible – the most salacious and shocking stories. Grieving families of terror victims and murdered children be damned.

Or maybe it’s just always been this way – the muckrakers (in the original sense of the term) vs. the scandal-mongers.

As media continues to morph on a daily basis, many are predicting the death of journalism. Yet there is still cause for optimism. Blogger Lauren Rae Orsini, an unabashedly dedicated young journalist, puts it this way: “I worry that a lot of young journalists have given up because they don’t see the opportunity that still exists, even as the state of the media changes. My story is the reminder that many of us need. Journalism jobs are dead. Journalism opportunities are everywhere.”

She continues, “In 2011, there are so many ways a young woman can use her journalism degree. She simply needs to look outside of the box of ‘traditional’ journalism jobs and not wait for The New York Times to hire her when she can become a fully realized journalist on her own.”

For Orsini, “the tenets of journalism that I learned in school have remained my life philosophy: Be curious. Be honest. Be bold.”

Perhaps she could teach Murdoch and his minions a thing or two.

Memoirs are flying off shelves. Social networking sites are more popular than coffee shops. Reality TV continues to reel in giant audiences. We’re living in an era of revelation. People are longing to connect, identify, relate. Personal stories have always attracted audiences’ attention, but they seem to have more pull now than ever before.

As communicators we’re always in search of a compelling narrative, but sometimes when charged with telling a business story, we overlook the personal piece. Used strategically though, the human element can be one of our most powerful tools.

I was reminded of this recently when a client of ours, Lisa Welchman, shared a story about her childhood aspiration to become a dancer. Her instructor told her she’d never make it as a professional ballerina. She was devastated, but her father’s subsequent advice, “start your own dance company,” set her on the path to becoming a successful entrepreneur. We were moved by the story. Even though we were charged with promoting Lisa’s business – she’s a pioneer in web operations management, working on with clients like the U.N. and Harvard – we decided to spend some time pitching a profile. When the New York Times business section feature showcasing Lisa’s personal approach ran, we saw that the story resonated with readers as much as it had with us. People reached out to Lisa to tell her how inspired they were, and buzz about the article spread online.

When another client of ours was appointed to the CEO position at an advertising agency, her remarkable work-life juggle – she’s the mother of two young children (one with severe disabilities) – made her personal narrative irresistible. Who doesn’t want to know how a successful leader can manage all that? We discussed the approach with her and decided to pursue her story in the form of a personal essay. A moving, beautifully written piece in which she explores her struggles with compartmentalizing work and home life will publish on Babble later this month.

We desire to see others in an authentic way and we’re drawn to stories with a protagonist and an idiosyncratic human struggle. A person and their work are often inextricably linked, and a leader’s perspective and personal history runs through the spine of whatever they do. Lance Armstrong knows this. His memoirs further established him as an icon, extended his reach and helped turn his LiveStrong Foundation into a meaningful brand. President Obama too had more than one revealing book out as he began his meteoric rise. While personal revelation is often uncomfortable and is sometimes risky, the pay off – a human, memorable, relatable story – can be significant.

Having been judged by my peers for being fat and knowing the extreme pain and torment harsh words, silent stares and hushed snickers cause, I make it a habit to keep my mouth shut when it comes to others’ weight.

So, was I offended this week when I read Maura Kelly’s blog post (that ignited a firestorm) for Marie Claire “Should “Fatties” Get a Room? (Even on TV?)?” Nope. Do I agree with her opinion? Not at all.

As of this writing, Kelly’s post has over 2,500 comments, hundreds of bloggers have written about her and the Today Show did a segment on the post (according to the show, both Kelly and Marie Claire Editor-in-Chief Joanna Coles declined to appear on the program).

Editors at Marie Claire have provided Kelly with a platform to engage readers, be snarky and draw visitors to the site, day after day. She’s doing a damn good job. Just about the entire Internet is talking about her and Marie Claire was a trending topic on Twitter.

I was surprised to hear that Coles and Kelly turned down an appearance on the Today Show. Both had released statements about the controversial post – why not take the opportunity to further explain what Marie Claire was trying to achieve with the piece that was sure to upset its primarily female audience. The biggest question I have is why did an editor assign a story about a television show to a writer who, according to Kelly’s post a) is “not much of a TV person” and b) never saw the CBS sitcom Mike & Molly? I’m left wondering more about the journalistic integrity of the magazine than Kelly’s issue with overweight people kissing or watching “a very, very fat person simply walk across a room.”

I’m glad Marie Claire is willing to publish controversial articles and doesn’t feel the need to overly censor its writers. I support Kelly and her right to voice her opinion under the First Amendment. Personally, I would rather disagree with someone than never hear his or her take.

And to all of the people who were offended by Kelly’s post, remember: “When people attack you, you always have to remember that a lot of what others say about you has a lot more to do with them than you.” – Hillary Rodham Clinton (Thanks to my colleague Lisa for posting this quote on her Facebook page.)

]]> http://prose-blog.com/image-management/like-it-or-not-the-first-amendment-also-applies-to-the-word-%e2%80%9cfatties%e2%80%9d/feed/ http://prose-blog.com/image-management/out-of-darkness-and-into-the-spotlight/ http://prose-blog.com/image-management/out-of-darkness-and-into-the-spotlight/#comments Fri, 15 Oct 2010 17:37:02 +0000 rosemary http://prose-blog.com/?p=979

Apparently one of the subjects “Los 33″ discussed while waiting 69 days to be rescued was how to feed the appetite for their story once they emerged. An article published today on Huffington Post says the miners agreed to not disclose details of their saga until they had a plan to market their new-found celebrity. Apparently, they’ve told their family members to also remain silent on the subject. And a shift foreman close to the men reported that they already hired an accountant to manage their income from public appearances.

My immediate reaction to hearing this was disappointment. We’ve been hoping for their safe return for weeks now. I stayed up later than usual to watch the rescue of the first man. I wept tears of joy for his son who was understandably beside himself. That they’ve already hatched an opportunistic plan was not part of the happy ending I was envisioning.

But as I thought about it further, I guess I can’t fault them. The Chilean authorities clearly made their rescue a highly produced media event — Anderson Cooper even expressed his shock at the pomp and circumstance. If they didn’t band together and agree on plan to tell their story and split the proceeds, they would have been taken advantage of immediately by all kinds of people trying to get a piece of the action. In the end, their celebrity is simply another adjustment they need to make as they re-enter society. They may need to keep those dark sunglasses for a bit longer.

I recently attended a trade show where my client had a booth in the exhibit hall. This particular client is an environmentally focused manufacturer committed to reducing its carbon footprint and protecting the planet for future generations. They initiated a “green action” program more than 10 years ago, before “carbon footprint” and “sustainability” became the popular terms they are today. The program includes lean manufacturing initiatives to lesson energy consumption and eliminate material waste.

The show had a dedicated press room where exhibitors could place media materials to highlight existing products or announce new ones. When planning our public relations strategy for the show, we chose to provide our media materials on USB flash drives instead of supplying hard copy kits. This decision was an instinctive one in keeping with the client’s position as well as our own. Not only does it make sense environmentally, it also lightens the load for journalists attending the show.

When I stopped by the press room to drop off our flash drives, I was surprised to find a long table laden with stacks and stacks of traditional media kits – fancy folders and elaborate packages bulging with printed materials. Many of the companies’ materials ironically touted their commitment to the environment.

This experience made me think about the importance of considering all the ways a company communicates and staying true to the brand. Certainly, a slick media kit chock-full of dazzling graphic pieces grabs attention, but what message does that send about the company’s commitment to sustainable business practices?

The new season of AMC’s hit TV series Mad Men started off with a bang (pardon the pun), with a peek into the bedroom of creative director and new bachelor Don Draper.  It also revealed the tensions inherent in the pursuit of new business at fledgling ad agency Sterling Cooper Draper Pryce.

I confess I’m a “Mad-dict,” in part because I’ve worked at a few advertising agencies in my career and many of the situations hit home for me. 

In my experience, some clients view advertising as the golden child and public relations as the bastard at the proverbial family reunion. PR can be an after-thought, while creative gets the lion’s share of the attention.  After all, how do you quantify something you can’t storyboard or plot into a media plan?

The season premiere of Mad Men, entitled “Public Relations,” opened with Don being interviewed by an Advertising Age reporter.  Don’s lackluster responses and subsequent dismissal of the interview as a waste of his time reminded me of a few clients’ view of doing media interviews.

When the article showcases Don in a less than favorable light, he’s called onto the carpet by his agency partner Roger Sterling:

Don:  He never asked me that. Did he check any of the facts?

Roger:  You didn’t give him any facts. He had to make some assumptions.

Don:  My job is to write ads, not go around talking about who I am.

Roger:  Who knows who you are? This was supposed to be an advertisement for the firm…this is a missed opportunity.

By the end of the episode, Don has an “aha” moment when he realizes the value of PR as a tool to tell the agency’s story the way he wants it to be told.  During his interview later on with the Wall Street Journal, it’s obvious Don’s in control.

Smart organizations (the Roger Sterlings) know the value of leveraging editorial coverage to their advantage.  For those that don’t (the Don Drapers), we’re here to tell them.

It’s an age-old perception. The Democrats aren’t tough enough in their rhetoric or their actions. And in the face of terrorist threats and devastating disasters, many people want a leader who is ready to … well … kick ass. President Obama’s handling of the BP oil spill in the Gulf has generated a lot of criticism about his approach as being too calm, cool and collected. So when he told the “Today” show’s Matt Lauer that he was in the region a month ago talking to local fishermen and experts to get answers that would help him determine “whose ass to kick,” it created quite the buzz. I even saw one person on Facebook suggest that he sounded like our former president.

What most people seemed to miss is the lead-in from Matt Lauer that lead to this tough talk from our President. He was talking about the critics and said people feel this isn’t the time for him to meet with advisors. He said they feel he should spend more time in the Gulf and, “…I never thought I’d be saying this to a president, but kick some butt.” When Obama responded, he used “ass” instead of “butt.”

Much of the buzz was around how Obama is finally getting tough and whether it’s appropriate, genuine, etc. or just the work of his speech writers. Again, no one seemed to factor in that he was set up to give that quote. When we prepare spokespeople, we counsel them to be aware of “quote trapping.” Sometimes journalists will use the language they want you to use in an effort to get a specific quote. In this case, Obama gave Lauer what he wanted and took it one step further. From there, it took on a life all its own.

Back in the 70s, my friends used to come over and watch in awe as I played games on our family’s little Mac with the cute multi-colored apple logo on the monitor.

My father was a successful computer scientist and programmer with NASA and NOAA, and so we were the first ones in our neighborhood to have a home computer.

Dad died more than 27 years ago. He had always advised me never to socialize with the people I work with; he believed people should keep their private life separate from their professional life. So I often wonder what this early adopter of computer technology would think about the cultural phenomenon that is social networking.

Many people thrive on putting their daily activities and innermost thoughts out there for the world (or at least their friends or followers) to see. Chances are good that a friend-of-a-friend is the friend of a co-worker, so it’s common sense to think twice before posting pictures of yourself getting your drink on or tweeting about how much you cannot stand your job.

Those of us in the public relations profession have always had rules about separating one’s personal and professional lives, especially when counseling C-level execs. We advise clients to think carefully before firing off a letter to the editor that’s based on personal opinion, since their position may be taken as representative of their company’s stance on a particular issue. Sometimes the two don’t match up, and that could be problematic.

Is that limiting free speech? To some degree, I suppose it is. But it’s worth the time to thoughtfully consider ways to express personal views that don’t cross the boundaries between home life and work life.

Now that the means to communicate quickly, easily and broadly have increased so dramatically, it’s more important than ever to think twice before posting your answer to the question: “What’s on your mind?”

Campus CEO book cover

With what may be the biggest political corruption scandal in New Jersey history unfolding, I am likely the only person writing about its gubernatorial race. But yesterday it was big news when Randal Pinkett, entrepreneur and winner of The Apprentice 4, held a press conference to announce that he’s still interested in running as incumbent Jon Corzine’s lieutenant governor – if the governor will have him.

There has been a great deal of media coverage about Mr. Pinkett’s readiness for the role since Governor Corzine announced he was on the short list. Numerous articles, blog posts and editorials have essentially laughed at the notion of a winner of The Apprentice running the state should something happen to the governor. These days, it seems anything associated with Donald Trump generates at minimum a chortle, if not a heavy dose of skepticism. It’s a shame, because we know Randal and his time on The Apprentice is a blip on the continuum of his accolades and accomplishments.

I am not interested in recapping his resume; other pieces have done that. Instead I’d like to shed light on Randal, the person. Rose Communications represented the publisher of Randal’s book, “Campus CEO: The Student Entrepreneur’s Guide to Launching a Multi-Million Dollar Business.” We worked directly with Randal for several months leading up to the launch of the book as well as in the weeks that followed it. He is at once intelligent, charming and approachable. He definitely had a point of view about his book and how it should be introduced. But he was also impressively collaborative, bringing in his own public relations counsel as well as the firm that handled The Apprentice. He is as passionate about helping people as he is about achieving success. Randal was always accessible to us, listened to our perspective and expressed his gratitude for our work.

Of course, I have no say as to whom Governor Corzine selects as his running mate and I’ll do my own due diligence when that choice is made. But what I know now is that Randal is the victim of media outlets that took the easy route by focusing almost singularly on his time on The Apprentice. It was deplorable how they placed the focus on his handling of individual tasks on the show without making mention of all the things he’d achieved before and after that short season on television. Randal seemed to stay out of the fray, which is the smart thing for a potential running mate to do until he’s officially named. But he wisely took control of the message yesterday when he offered his perspective to the media.

Governor Corzine supposedly has until Monday to make his decision. Whether Randal’s time is next week or in the future, I hope voters take the time to get to know him beyond what they or someone they know saw on “reality” television.