Eco Optimism

Dying Newspapers Leave "Integrity Vacuum"

Okay, "newspapers" and "integrity" in the same sentence may already have you laughing.  Let me start by admitting that in recent years, most media outlets have not held to the highest standards of journalism. Political leanings are no longer hidden, and with shrinking staffs true reporting has become rarer than a fedora.

But still, the craft of journalism plays a major role in keeping some level of objective mass messaging in the U.S. and abroad.  Let's face it, when the filter is removed between organizations and the public, everything becomes harder to believe.

This week, the Seattle Times closed, and venerable papers across the country are teetering on the edge of the abyss. And it's not just newspapers, Best Life magazine shudders in May what I'm sure will be a series of glossy periodical closures in the next 36 months.

True, this is largely economic fallout, but there's something more afoot: corporate self-publishing.  As a PR pro, I've been telling clients to bypass the media for years and communicate directly with consumers.  But not until recently has it been so easy: RSS releases with embedded video and links to microsites are our standard form of campaigning these days, not cold-calling media.

True, we still enjoy strong personal relationships with press, especially the lifestyle pubs, and nothing is as powerful as a good hit in a traditional outlet.  But as more and more firms begin practicing PR 2.0 tactics, the balance of objectivity will be severely out of whack.

Good PR folks know that overly commercial messages on the Internet are useless.  But insidious spin can be even more dangerous, and not just to readers.  Nothing will kill a company faster on the Net than dishonesty.

So PR folks turn more to RSS feeds, microsite campaigning, social media PR and even search engine optimization, the entire profession needs to step back and take a long, cool drink of integrity.  

This new Wild West of public relations is a dangerous place. In the past, a curt "no thanks" from a journalist only hurt the ego.  As we wade directly into the waters of public opinion, the rip tide of objectivity will churn with considerably more power and wrath.

Best Life Magazine Closes: Sign of the Times

May will be the last issue of Best Life Magazine, the lifestyle alter-ego to Men's Health. Like MH, it was a well-written publication dense with content for the under 40 male.  They will be missed.

But let's face it, it's tough to be in style these days.  People are closing their wallets.  Last year's fashions are looking fine in the closet.  Especially when guys are afraid that layoffs are just around the corner. Needless to say, this translates into lower advertising support, and Best Life was a victim of the squeeze.

Too bad.  Good guys.  Good work.  We wish the entire staff good fortune in their next endeavor.

Story Links:

http://blogs.reuters.com/mediafile/2009/03/11/best-life-ends-life/

http://www.marketwatch.com/news/story/rodale-stop-publishing-best-life/story.aspx?guid=%7B304FC5B6-44FC-4A4E-9B19-0B5AFC466644%7D&dist=msr_1

Three Rules to Getting Ink in a Down Economy

Just posted an entry on my company blog I thought readers here may be interested in.  It's specific advice on how to make media relations in traditional outlets more effective.  To read it, just visit: www.cerconebrown.com/blog.

Enjoy.

Tips from Journalists for PR Pros

I came across a good article I thought I'd share.  It's from the Bulldog Reporter, a news source for PR professionals.  It was from the blog Journalists Speak Out, which is a must read for all agency folk. While there's not a lot of new information for people who work hard on packaging news with specific media needs in mind, it's at very least a quick and easy reminder of some major do's and don'ts.  

The big tip for me is the "nut graph."  You can be sure that all of our publicists at CBC will be adding this to their pitches and releases.

Enjoy...

New Year's Resolutions Journalists Wish PR Practitioners Would Make

By Brian Pittman "A resolution many journalists probably wish PR people would make could be to commit to doing more homework before calling us," says Kristin Bender, the Berkeley reporter for the Bay Area News Group-East Bay, which owns The Oakland Tribune. "It doesn't have to be extensive. Just 'use the Google,' as President Bush says," continues Bender, who is also a freelance writer and frequent Bulldog Awards for Excellence in Media Relations and Publicity judge. "I get 150 pitches each week that have nothing to do with my beat—and I've covered Berkeley for five years," she elaborates. "So, please, find out what the reporter covers. If you can't do that homework, then at least send an email asking if, for example, I cover your area. At worst, call the newsroom and ask who covers what," advises Bender. Additional media relations resolutions she'd like to see PR practitioners make: PR Resolution: I will send only solicited products. "Don't send unsolicited products in the mail and ask us to review a book or whatever," suggests Bender. "Ethically, we're not supposed to take gifts and goods—all we do is donate them to charity. Solicited product is different, however. For example, I did a story about an East Bay author who held a 'funeral' for her book [about funerals] after trying to get it published. I responded to her pitch and press materials by asking for the book. So, wait until your material is solicited, then send," she advises. "That saves you money and time—and makes it easier for us, too." PR Resolution: I will prepare for follow-ups. "Sometimes a PR person may send

Good PR Thinking

Stunts don't need to be expensive.  And they don't need to be some public display of craziness.  Just in time for inauguration, Ben & Jerry's ice cream has come up with a good one: Yes Pecan!   It's sure to be a serious honeymoon period, and now there's one more way for American's (already major collectors of Obama memorabilia) to show their excitement for the new president.

The lesson here is to think ahead.  It's not as if B&J could change packaging in a few weeks.  I'm sure they hatched this plan months ago when the election still had Hillary as a real player.  And make no mistake, McCain Mocha was ready to roll had the Senator won.

Not to say that you can't react to current events. One of my favorites was the campaign my agency did for Nantucket Nectars when the Red Sox won the World Series in 2004. After 80 years of futility, the good people of Boston were thankful to say the least.  So within a few days of the win, and just before Thanksgiving, we erected the World's Largest Thank You Card and invited the public to come sign it for the Sox.  For each signature, we donated $1 to the Jimmy Fund to help kids with cancer (also the Red Sox official charity.  Check it out here.  

PR Pros: Use National Press Club to Establish Credibility and Thought Leadership

This week, CBC arranged for our client Sabertec, developers of a tailpipe emissions reduction device called “Blade,” to Speak at National Press Club’s prestigious ‘Newsmaker’ Series in Washington, DC. Called ”Addressing America’s Air Quality Crisis,” we surrounded Sabertec CEO Bill O’Brien with other experts that complemented his message, including President of Clean Air Watch, Frank O’Donnell; and “A Civil Action” plaintiff attorney, Jan R. Schlichtmann.

Bill did a great job taking the press through an in-depth look at personal vehicle reduction technologies, including proven benefits shown in rigorous laboratory testing. He also provided specific insight on the potential environmental impact of widespread adoption of these technologies. 

CBC has used the influence of the forum on several occasions.  It’s a powerful way to position people and organizations squarely into the national spotlight as credible voices on the issues covered daily in the press. Of course, it’s not easy to get into the series, and certainly not every business makes sense for it. But when you do get in, it’s worth it.

If you have something that fits the bill, pitch a panel discussion topic to the chairman of the series.  And be prepared to book the entire panel yourself.  It's not easy, but with folks like Newsweek, Dow Jones and NPR in attendance, you can't beat the forum for positioning thought leadership.

Greenbashing: The Rest of the Story

Since my post on 10/24, Greenwashing is Now Greenbashing, I've received lots of mail asking what happened. For the most part, things worked out well after the president of Sabertec posted his side of the story on Treehugger.

If you're just coming into this, here's the quick background.  One of my clients, Sabertec, was recently received glowing coverage on Treehugger for its new emissions control technology.  Ironically, the coverage started an avalanche of negative comments that bordered on hostile. In fact, the validity of the writer and outlet were called into question.  The president, Bill O'Brien, got right back on Treehugger and took on the mob's issues headfirst, and many folks wanted to know if it helped.

The positive outcome was mostly with the outlet.  They fully appreciated the company standing up for itself, and because of Bill's counterpoints, they plan another follow up story (which is GREAT).  The comments on the site didn't really reflect much change; most of the action happened before we posted.  And the few people who slammed the product and writer continued to do so.

But what you wouldn't have seen is the action behind the scenes.  Sabertec has been flooded with requests from distributors, retailers and interested individuals.  It seems that while the skeptics throw darts, there are many more than turn to positive action.

To me, there are lessons learned:

1. Be Quicker:  In the old days, a response turnaround of 24 hours would have been considered remarkable.  Now it's almost too late.  If we could have posted something within the first few hours, it would have helped to keep the mob a little more at bay.  So even if the final approved statement isn't ready, jumping in and acknowledging the issues is very important.

2. Disarm the Skeptics By Raising Objections:  If we had a penny for every "expert" that claims the blade doesn't work because it causes back pressure, we'd be on a beach somewhere.  Moving forward, we will begin every interview by raising the common misconceptions and disarming them upfront.

3. Keep Moving Forward:  "If you can trust yourself when all men doubt you, but make allowance for their doubting to."  Sabertec has invented something profound.  Like most that have come before on this road, you'll meet more detractors than supporters.  Don't worry.  Stay on message and keep on pushing.  The majority of the audience will be silently pleased you did.

We did a good job with this one, but it could have been better.  The truth is that even for folks like us that have been working in the blogosphere and social media for a while, the level of vigilance needed continues to rise.  

Advice for 2009: Demand More from PR

As the owner of a PR firm, I see real-time what's happening to budgets at companies big and small.  Several conversations with clients last week only galvanized my thinking that in this economy (and one could argue really anytime), the role of PR must expand well beyond press relations. Today, PR needs to be a more strategic selling tool.  Here's three ways to get started: