Seth Godin, the best-selling marketing author, announced on his blog earlier this week that he is parting ways with his publisher, Portfolio, and that Linchpin, his fastest selling book to date, is the last title he will publish via traditional channels.   

A post from Godin’s blog states that the architecture of the publishing industry is broken.  It certainly hasn’t yet caught up with the lightening speed of the Web– it can take 12 months or more to get a book into reader’s hands.  And with the advent of social media, authors are no longer dependent on publishers and traditional bookstores to help them engage with their audience. If you’ve ever read Godin’s blog you know the amount of material he can spew out in a matter of hours, so I’m not completely surprised that he’s exploring direct- to-consumer publishing channels.    

As you might suspect, this move has ignited conversations in book publishing circles and begs the question: Will other high-profile authors follow Godin?  According to a piece in the Wall Street Journal, it’s uncertain.   Jeffrey Trachtenberg’s article explains the larger impact of Godin’s departure on the industry,  “With many new titles spending less time on best-seller lists and in bookstores, publishers are increasingly dependent on brand-name authors such as Mr. Godin to deliver significant book sales. “

Even if other well-known authors jump ship, I think publishers will evolve their business models and ultimately survive.   The industry is already increasing its number of e-books and there are many apps underway that will enhance traditional publishers’ delivery methods.   

Maybe the silver lining in all of this is for inspiring authors.  Will publishers will be more inclined to work with lesser known, more middle-tier authors as a result?  For authors that don’t have 70,000 fans on Facebook, the traditional publishing route is undoubtedly still the way to go.

Seasoned

It seemed everyone wanted to share their POV on the “take this job and shove it” moment. News reports included comment from Slater, the self-proclaimed “bag Nazi,” his ex-wife, passengers on Flight 1052. Even Nancy Grace had an opinion on the dramatic job exit. But I haven’t heard much from JetBlue.  

A post on Blue Tales from August 11 states:

While we can’t discuss the details of what is an ongoing investigation, plenty of others have already formed opinions on the matter. Like, the entire Internet. (The reason we’re not commenting is that we respect the privacy of the individual. People can speak on their own behalf; we won’t do it for them.)

This is understandable. But JetBlue is a company with a strong social media presence. Perhaps the co-tweeters could send messages other than stating they can’t comment on ongoing investigations? Maybe something a little more creative, like: “Our emergency slides are tested regularly” with a link to relevant news coverage?  Though, this is probably easier said than done, as legal issues are undoubtedly at play.

The buzz surrounding the Slater incident is huge. This could be carpe diem moment for JetBlue. The company could embrace the Slater-related publicity and remind the public why JetBlue has hundreds of thousands of brand ambassadors -including great customer service, an engaging online presence, the most leg room in coach, and an outstanding safety record.

In the past, JetBlue has been a company with personality and strong customer interactions. Just because Slater left everyone wondering WTH, JetBlue corporate shouldn’t do the same.

BlogHer’s influence has exploded since I last attended in 2006. We went to BlogHer ‘06 in San Jose when our client Weight Watchers Online agreed to be an event sponsor. That year, there were 750 attendees and the sponsors sat at small, skirted tables under a pavilion smaller than my apartment. Other than General Motors, we were really the only major consumer brand represented. This year,  there were more than 2,400 attendees and the sponsor “expo” comprised two large rooms filled with brands like Jimmy Dean, P&G, Walmart, Pepsi, McDonalds, Stride Rite and Earth’s Best, among dozens of others.

Recent BlogHer research shows blogs are growing faster than traditional websites as online destinations. Three quarters of the population are active (once a week or more) social media users vs. half of the population in 2009. Three quarters of the population are active (once a week or more) social media users vs. half of the population in 2009. Facebook is #1 among the top then media destinations, but Twitter didn’t make the cut. Twenty seven percent rely on blogs when making a purchasing decision and 34 percent rely on social media channels. Here’s a link to the full survey.

Female bloggers are making a major impact on people’s lives and even influencing legislation. Sure there are a lot of mommy bloggers out there talking about playgroups, the carpool and kid products they love (all issues that matter to me, btw). But the blogosphere is about way more than that. I went to a panel about how to build a community for a cause. The room was filled with women who are dealing with tremendous challenges and engaging with and helping others though their blogs. The panelists included voices from www.gimpgirl.com and www.violenceunsilenced.com. A few members of the audience received applause when they introduced themselves. It’s quite moving when a previously anonymous blogger introduces herself and realizes how many fans she has – like Anita Jackson from www.momsrising.com.

The jury is out on whether bloggers should criticize products or companies. I went to a panel on fashion blogging and much of the conversation was about how to work with sponsors. Interestingly, all three bloggers talked about how they sometimes approach potential sponsors with ideas, much like a traditional publication would do with advertisers. They also encouraged sponsors to approach bloggers with an open-ended conversation (i.e. “I would love to connect with you to figure out how we might work together.”) But they weren’t in agreement about how honest they should be when they don’t like a particular brand. Two felt it was better to focus on the positive so they didn’t alienate would-be sponsors. The other clearly felt her honesty is what makes her audience keep coming back. They did all agree, though, that criticizing with a diplomatic and professional voice was the only way to go.

Bloggers will consider giving editorial exposure for free products they receive, but they want to get paid by their sponsors. If a brand “mandates” the inclusion of links or a specific number of Tweets, they’d better be ready pay for it. One audience member in a brand session I attended asked the blogger panel how she could encourage bloggers to participate in a video project she was hosting. They asked if she offered to pay them. You can imagine the reaction of the room when she answered, “It’s a journalistic opportunity.” Don’t forget journalists do get paid a salary that’s funded, in part, by advertising.

As part of our assignment, we visited Deco Jewels, a store in Soho owned by one of the leading dealers of vintage Lucite handbags and jewelry, Janice Berkson, who also wrote a book on the subject. Of course, we had to purchase a few items from her collection. Research. That night, our client took us to dinner at the Museum of Arts and Design’s restaurant Robert. Not only is the food phenomenal, but much of the restaurant’s design is centered on Lucite furniture and fixtures. Needless to say, we’re enjoying the work.

Vintage Lucite handbags at Deco Jewels

But the design world is not the only place Lucite’s made a comeback. I represented the brand from 1995 to 2000 while working at Carton Donofrio Partners. It is always an honor to reconnect with former clients, particularly when many of the players haven’t changed, and re-immerse myself in work I truly enjoyed the first time around. Stay tuned for more developments on this exciting project.

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.

I like music. I enjoy watching music videos. I even enjoy watching some commercials. But what about when the line between entertainment and advertising is blurred?

On a recent morning while at the gym, I was watching VH1 and the VJ introduced the next video – courtesy of Toyota. But the video wasn’t from a pop artist or hot rapper. “Swagger Wagon” was a commercial for Toyota’s Sienna minivan. I was entertained by the rapping parents; the beat was decent and the lyrics comical. But I was also thoroughly confused by the placement.

Had the “Swagger Wagon” video simply followed an ad for toothpaste or a fast food restaurant, I would have thought great commercial.  I appreciate that networks have to think differently to appeal to advertisers these days, but I was left wondering if playing an ad off as just another music video would really do anything for Toyota.

The beauty of viral videos – like “Tea Partay” and “New Dork” is that consumers drive the interest; not the marketers behind the effort. I’d much prefer a colleague to email me a “can’t miss” video or have a friend post one on my Facebook page than watch it on TV. The buzz created by and surrounding viral videos has to be earned and authentic, not solely a media buy.

Rolling Stone magazine was founded by Jann S. Wenner in the late 60s – an era defined by Vietnam War protests, hippies and Woodstock.   A chronicle of counter culture, the publication carved out a niche for itself by combining in-depth political coverage with pop-culture commentary. 

The longtime home of gonzo journalists Hunter S. Thompson and P.J. O’Rourke, Rolling Stone’s relevance seemed to fade when the founding baby boomers grew up and the controversial Thompson passed away.  Advertising revenue and circulation was on a downward spiral.  The cutting-edge national affairs pieces that made the magazine famous were nonexistent. 

That is until Mark Hastings, a contributor to Rolling Stone magazine, was granted unprecedented access to a top-ranking military official, General McChrystal.  The piece recounts disparaging comments made by the general and his staff during a few nights of alcohol induced outings.  Hastings’ “Runaway General” article did more than prompt the resignation of General McChrystal, it marked the beginning of the magazine’s comeback. 

Hastings’ article quickly became one of the most read online even before the print publication hit newsstands.  Mr. Hastings appeared, via satellite from Afghanistan, on various broadcast outlets including CNN’s Larry King Live.   Having once worked in the publicity department of Wenner Media, I know the staff there was overjoyed by all the TV bookings and fanfare created around the June 21^st issue. 

But the question becomes can this title that’s been around for more than four decades sustain its renewed popularity?

Some argue that the publication is well poised to continue to churn out notable journalism.  A recent New York Times article attributes Rolling Stone’s recent success to its bi-weekly publishing schedule: “Many newsweeklies have faltered and lost their impact on shaping the national conversation, but as a biweekly Rolling Stone has thrived in defiance of a digital age in which articles are supposed to appear then vanish within hours.”

According to Graydon Carter, editor of Vanity Fair, “Biweekly publications have the best of both worlds: they can respond nimbly to the news and take their time on longer enterprise pieces.”

We’ll have to wait and see if the publication can continue its momentum.  I know I’ll be watching to see what’s on the next cover of Rolling Stone. 

It’s the most basic rule of media relations: Nothing is off the record. Anyone who has prepared for a media interview –from a start-up entrepreneur to, well in this case, a five-star general — knows that any comment you make during an interview with a journalist is fair game. Why then would General McChrystal jeopardize his military career and his reputation by disparaging the President of the United States as well as other senior administration officials?

Before the article, “Runaway General” hit newsstands on Friday, June 25 General McChrystal had been summoned to Washington and relieved of his duties as the commander of U.S. forces in Afghanistan. Social media networks, including Twitter, and blogs around the world suddenly erupted with discussions about the remarks made by the general and fanned the flames. Accounts of the interview process suggest that General McChrystal and his team of advisors got too comfortable with the reporter and they simply let their guard down during a long delay while stranded in Paris following the volcanic eruption in Iceland. Regardless of the circumstances, General McChrystal’s team suffered a serious lack of judgment and set in motion a firestorm that will most likely end more than one career.

We prepare clients for media interviews almost daily. Whether preparing for a basic profile or a sensitive crisis, a core tenet of our counsel is to remember that nothing if off the record. In this case, General McChrystal was not a newcomer to media interviews. Given his past record of newsworthy remarks and blunders, additional preparation was clearly needed. Before the general returned to D.C. for his meeting at the White House, the press aide who arranged the interview with Rolling Stone resigned.

Although we are not always able to control the comments and statements made by individuals, this situation reinforces the need for those of us who prepare clients for interviews to reiterate the basic rules of media training. It never hurts to remind a client one more time that everything they say can be used by a journalist. One thing is certain: General McChrystal will be the example used in many media training sessions for years to come.

Every so often, you learn about a new product and wonder, “Why didn’t I think of that?” A former client contacted me a few weeks ago to tell me about a brilliant new product she had invented. It’s called PoopPac. That’s right, I said “poop” on our blog. Any dog lover knows what it’s like to carry their pet’s poo while looking for a trashcan. If you’re hiking, walking on the beach or strolling through a suburban neighborhood, it’s even more of an issue as trashcans are few and far between.

Susan, who lives in sunny Santa Barbara, California, was sitting on the beach one day watching dog owners awkwardly tote around bags of poo while they drank coffee, talked on cell phones, jogged and led otherwise normal lives. She wondered why there wasn’t some type of product available in which they could place the goods until they found a proper receptacle. And PoopPac was born.

PoopPac is, in essence, the industry’s first portable pet waste carrier. It is large enough to contain dog waste until the pet’s owner can find a trash can, yet small enough to carry comfortably. The carrier also has additional space to hold plastic bags for scooping and other essentials. 

Susan had introduced her product at a pet show a couple of weeks prior and was building quite the following on Facebook. I immediately agreed to write and issue her launch press release. Now I enjoy what I do for a living, but I will admit I’ve never had so much fun writing a press release. The stories, the jokes, the puns … they’re endless. And the media seem to agree. We immediately received a dozen requests for samples and photos. PoopPac was included in a blog on the Los Angeles Times website and received a positive review from a major radio station in California. While she can’t yet announce it, her product received an Editors’ Choice award from one of the top pet industry publications. She’s also booked on Warren Eckstein’s nationally syndicated radio program, “The Pet Show” next week. 

While I wish I’d thought of PoopPac, I sure am glad Susan thought of us to help her spread the word.

It’s been widely reported that this year’s college graduates are entering one of the most difficult job markets in our country’s history - though things look marginally better for the class of 2010 compared with the class of 2009. The opportunities seem to be with mid-size companies. According to Michigan State University’s Collegiate Employment Research Institute, companies with fewer than 500 employees expect hiring at their companies to jump 15 percent this year. But it’s still far cry from the robust job market that existed when I began my career in the late 90s during the dot-com boom.

As it was in the late 90s, the communications field — and public relations in particular – continues to be popular among college graduates. I recently read a column in PR Week by Mary Lynn Carver, vice president of PR for St. Jude Children’s Research Hospital that provides pointers for new grads and experienced practitioners looking to land a gig in PR. She offers the following guidance for job seekers: add calm to every situation, have a point of view and develop elephant skin. I would also add one rather simple piece of advice – READ.

My colleagues and I hear continuously from journalists who are aggravated with PR pros. Their number one complaint is we don’t know who we’re pitching and what they write about. Recent grads, and all PR pros for that matter, need to immerse themselves in multiple forms of media (magazines, online, TV, newspapers) to understand news value and how to write like a journalist. If your goal is to place a feature in Forbes magazine, then you should read every issue of the magazine, review its blogs and become a follower or fan on social media channels. Simply put, know the publication inside and out.

Just because we have the technology to make media relations more efficient doesn’t mean we can leapfrog the initial research required to effectively place stories. Resist the temptation to pull massive lists and send one email to numerous recipients using the bcc line. After all, the profession is called media relations.