Media Relations

Sad Times For Public Relations - A Utah Mayor's Ethics Lapse

photo by royal constantine

I don't need or want to rehash this situation.  It has been covered in more than 300 news articles and blog posts across the country, and even by the BBC.  I belong to an organization called the Public Relations Society of America, or PRSA, and I've been red-faced this week after learning about the actions of a part-time elected official in Utah.  He also works for a high profile PR firm but he is not a member of PRSA.  At this PR firm, even though he emphasizes he does not serve a PR role but works in "public affairs," I'm not sure there's much difference.  UPDATE: He has resigned from the PR firm on the evening of November 15.

PR professionals I know are wincing and wondering...how will this impact the reputation of what we do?  I'm also watching the media coverage and public reponse with a careful eye. What worries me most?  When I hear someone say this is no big deal.

For the record, those who do belong to PRSA are asked to abide by an ethics code modeled after the one adopted by the Society of Professional Journalists.

1. If you aren't aware of the Mayor's actions, here's a pretty detailed article by the Deseret News.
2. If you would like to see how the national and Greater Salt Lake PRSA offices responded, here are the statements.
3. And if you'd like to read blog reactions by those who have received their APR, Accredited Public Relations certification from PRSA, go here.

And may we all regularly "check in" with our inner compass. 

Bloggers Be Warned, Time To Be Crystal Clear About "Blogola" ....Freebies, Payments

This is a big one. Pay attention. Bloggers...this means us too.  This week the Federal Trade Commission issued new and final guidelines that reach into social media, PR and marketing.  After clarification discussions with an FTC staff attorney, the Public Relations Society of America issued the following letter today. I hope it helps you in your business decision-making.  Thanks PRSA!

[Email begins]

Dear Members,

The Federal Trade Commission (FTC) has issued final changes to its Guides Concerning the Use of Endorsements and Testimonials in Advertising. While advisory in nature, the new guidelines will reset standards of behavior that public relations, marketing and advertising professionals should adopt to avoid violating underlying laws against unfair competition and false advertising.

The Guide changes, as set out in the FTC's notice, make three key departures from previous guidance that could impact public relations practice:

• The FTC advises that "endorsers" as well as advertisers can be held liable for false or unsubstantiated claims or for failing to disclose material connections between the parties.

• The Guides no longer offer the "safe harbor" whereby testimonials can be qualified by a "results may vary" disclaimer.

• Regarding endorsements, the Guides specify that celebrities should disclose relationships with advertisers.

While the FTC will approach each potential violation on a case-by-case basis, the new guidelines will impact how professionals should approach some common practice scenarios. Here are some applications of the guidelines:

• Bloggers who receive cash or in-kind payment (including free products or services for review) are deemed endorsers and so must disclose material connections they share with the seller of the product or service.
  

• Any firm that engages bloggers by paying them outright to create or influence editorial content or by supplying goods or services to them at no cost may be liable if the blogger does not disclose the relationship.

• Advertisements or promotions that feature a consumer who conveys his or her experience with a product or service as "typical" should clearly disclose what results consumers can generally expect or specify how the results were unique to the individual circumstances.

• If research is cited in an advertisement or promotion, any sponsorship of the research by the client or the marketer should be clearly disclosed.

• Celebrities who make endorsements outside the context of traditional ads, such as on talk shows or in social media, should disclose any relationship with the advertiser or marketer.

From an ethics perspective, the new guidelines parallel key transparency principles in the PRSA Code of Ethics, as well as Professional Standards Advisory PS-9 condemning "pay for play" practices. However, for practitioners, the guidelines go beyond ethics to recommended practice to avoid legal liability. While the ethics are clear, the triggers and nature of adequate disclosure are not fixed. As I recommended in a recent PRSAY post, thorough understanding and self-regulation can help public relations professionals avoid legal repercussions.

While the guidelines are advisory in nature, failure to comply increases the risk of professionals finding themselves in violation of the law. Moreover, non-compliance can result in a communication from the FTC warning professionals against the potential offending action. If that warning is not heeded, it may be followed by a cease-and-desist order. Intentional violation of that order may result in referral to FTC enforcement, which may include civil monetary penalties.

There has been information circulating publicly on the new guidelines that is confusing and conflicting. With this notice, PRSA hopes to bring members up to date on the facts as currently understood. This information is based on FTC documents and an in-depth conversation with a Commission staff attorney. Going forward, PRSA will continue to provide you with information, clarification, case studies and interpretations as they unfold.


Best regards,



Michael Cherenson, APR

[End of email]

Social Media Boot Camp Coming To Utah

As a member of the Social Media Club of Salt Lake City, I wanted to let you know we are bringing a nationally acclaimed Social Media Boot Camp to Utah this October.  I have a discount code you can use if you want to register or share this information with those in your office.

SAVE THE DATES – COMING TO SALT LAKE THIS FALL- REGISTRATION LIMITED TO 60 PER WORKSHOP

1. Social Media Boot Camp – Friday, October 23

2. Advanced Writing Workshop – Thursday, October 22

These advanced day-long workshops are tailored for senior management, government officials, marketing, internal/external communications and PR, entrepreneurs, business owners, non-profits and those who provide service and counsel to businesses.  Presented by Ragan Communications, the Social Media Boot Camp sold out in three cities so far this year.

Only 60 people can register for each workshop, to keep the setting intimate and valuable for those who attend.

Here are some links to both workshops – your cost will be less with this Social Media Club code SMCSL9 (entered at registration checkout).  Your cost is $595 per workshop (without your discount =  $745). 

October 23 Social Media Boot Camp Details

Have you mastered these skills:  Social networks, blogs, podcasts, YouTube, wikis?  Learn how Web 2.0 and new media can help you inspire employees, win media coverage and overhaul the image of your company.  This new age of interactive communications is revolutionizing the way we talk to employees, shareholders, the media and our customers.

This one-day workshop will teach you everything you need to know to get started. You'll return to your office with a complete understanding of why social media matters and how the most innovative companies have already tapped into this new communication technology.

October 22 Advanced Writing Workshop

What a great time to be a communicator! Important messages get printed, streamed, e-mailed and Tweeted. Our audiences are reading, watching, listening—and talking back.  Your words, and how you present them, are more important than ever. In our new, one-day edition of Advanced Writing & Editing, you'll learn how to:

1. Find good stories. Where are they? Hint: They're not sitting on your desk or in your e-mail.
2. Improve your reporting. You can't craft a good story—in any medium—if you don't have the raw material.
3. Get your readers' attention. Take your best shot through headlines that grab, leads that pull us in and quotes that convey an engaging human presence.
4. Layer your online story. Summarize your story for the skimmers and scanners, then let readers choose how deep they want to go.
5. Package your print. Use all the tricks to craft a compelling story and keep readers on the page.
6. Match words with sound and pictures. Enhance your audio and video with tight and engaging narrative.

Don't let your words fail you. Tune up your writing with this fast-paced, one-day workshop.

Information on the presenter, Mark Ragan

I plan to be there!  Hope to see you  :)

 
 

My Sudden Career Change And A New Golden Rule

I finally have a new career. 

Same PR business, same clients…but my toolbox is brand new and full of social media strategies.  Even better, my clients are stepping up and are willing to try them. 

I studied Web 2.0 for four years, engaged in a forced reorganization of my brain cells.  I’m so glad it finally paid off.   I’m no longer forced to focus only on news releases, public events, media training, and story pitching.  Now I roll up my sleeves and teach clients how to communicate directly with their customers, via social media.  This is as good as it gets, and it didn’t come easy.

The arguments were fierce.

1. "We’ll lose control of our message."

Did you ever really have control?  Your news releases, news conferences and community events were either read or witnessed by only a handful of people.  The reporter wrote your story. 

Also, if you aren’t currently talking with your customers online, you have already lost control.  Anyone can say anything they want about you and you won’t even know.

2. "Our industry has regulations that limit this kind of communication.  Or…we have a profession that will lose credibility if we blog, twitter, etc."

Top government agencies, publicly traded companies, businesses that normally cloak themselves from the light of day…they’ve gone online.   My friend’s son has a new job…he blogs for an attorney.

3. "We need to be able to measure our communications."

Yes you can!  Social media will overwhelm you with details: Numbers, activity tracking, interest tracking, unique visitors, partial but not final clicks, audience reaction, and regular feedback to help you sharpen your message.  In the past, our measurement depended on traditional media via circulation, subscribers or ratings.  Social media measurement is to business what DNA testing is to the criminal justice system. 

4. "We could hurt our reputation.  Employees could offend our customers with photos and even offensive posts."

Yes and yes. But measure this risk against not using social media.  Your competition is or soon will be.  Meanwhile, you will be perceived as hunkered-down and non-transparent.  Write a social media policy and open your doors to the world.

My new PR mantras:

1. BLOG.  Companies that blog have far better marketing results.  Blogging increases Web traffic by 55 percent and grows inbound links by 97 percent (HubSpot research).

2. Become the news.  Put a newsroom on your Website and link your releases to your blogs, Twitter, Facebook, LinkedIn pages and others.  Oh yes, you can still send news releases to media but I’m warning you, reporters are overwhelmed.

3. Send your announcements to industry bloggers. Do it delicately and do it right.  Do not nag!

4. Buy a good still-camera, an HD video camera, a professional microphone and MP3 voice recorder.  These are so inexpensive it will make your heart sing.  Become the news reporter at your company and document, document, document.  Then post the visuals and your announcements on all of your social media pages.

5. Give your online customers something of value:  Research, prizes, product to sample, free Webinars, ebooks, white papers, a sneak peak at your latest whatever.  If you give, you will get back.  Almost sounds like a new Golden Rule, doesn’t it?

Obama Collecting Personal Stories Of Healthcare Woes

Obama's camp has been busy collecting healthcare woe stories from individual citizens.  I received an email several months ago asking if I had a story to tell (I'm an equal opp email recipient...I've signed up for both Republican and Democrat party emails).

An interesting strategy.  I decided to go along to see where it led.  I was prompted to do a write up, which I did, then when I hit "send," I was immediately prompted for a donation.  This irritated me, so I just closed out of the session.  Nevertheless, my story made it to Obama's team.  They shortened it a bit, emailed me, and asked for my final permission.  They also asked if I wouldn't mind sharing a photo.  I didn't.  But with my husband's permission, we allowed the story to be posted.

As Obama pushes hard to make health care reform happen this year, I found myself wondering when I'll get an email, asking me to send my story to Utah's senators and congresspeople.  This is an interesting grass roots effort.  We'll see how it works.

By the way, if you'd like to read all the stories submitted across the country,go here.  You can click on a map where you live and read all about us.  You can even submit your own story.  The Obama follow-through has been well-handled.

So, Just What Has Obama Done For You Lately? One Roll Of The Mouse Will Tell You.

Remember as you read this...that I work very hard to be independent in any politically related posts. Just minutes ago, I received the following email map from Obama's David Plouffe.  Basically, you roll your mouse over the state you live in and you will receive specific details, numbers, dollars, etc. that your particular state has received thanks to stimulus efforts.  You can even see the number of children who didn't have health care who have it now.

I'm not quite sure how they came up with the numbers...but right now, numbers speak loudly in a  "moving through molasses"  economy and high emotion.  If this email builds confidence and helps stifle fear, that's strong strategy.  Check out your state.

Bold Obama Speech Viewed By Cheering Utah Crowd

It wasn't enough to witness history watching a mere TV set.  Today I went to Kingsbury Hall at the University of Utah and watched it on a big screen with an estimated 1500 Utahns.  Almost as good as being there.

From Obama's speech at what planners are calling the "most defended event in American history" :

"To the Muslim world, we seek a new way forward, based on mutual interest and mutual respect. To those leaders around the globe who seek to sow conflict, or blame their society's ills on the West - know that your people will judge you on what you can build, not what you destroy. To those who cling to power through corruption and deceit and the silencing of dissent, know that you are on the wrong side of history; but that we will extend a hand if you are willing to unclench your fist."

"This is the meaning of our liberty and our creed - why men and women and children of every race and every faith can join in celebration across this magnificent Mall, and why a man whose father less than sixty years ago might not have been served at a local restaurant can now stand before you to take a most sacred oath."

"Recall that earlier generations faced down fascism and communism not just with missiles and tanks, but with sturdy alliances and enduring convictions. They understood that our power alone cannot protect us, nor does it entitle us to do as we please."

AND WHAT A CLOSER!

A surprise ending in the inaugural benediction by Joseph E. Lowery - 

Listen close...at the very end....

http://www.youtube.com/watch?v=UoyyEpHBsmk

Utah Inauguration Events, And The Sweet Tweet Of January 20

Utah may be red, but there's plenty of enthusiasm for Obama.  Local Salt Lake City events below - send me more and I'll post!

Big Screen TV Inaugural Celebration at University of Utah 

On Tuesday, January 20 at Kingsbury Hall in Salt Lake City.  Tickets are free, and it starts at 9:00 a.m. Call the box office to see if any of the reserved tickets haven't been picked up.  If they haven't, you can have them.

But believe me, a number of online news sites, as well as TV and radio will give you all the access you need.

Block Parties, Balls (send me more)

Holding your own local (Utah) "ball", block party, or celebration? Let me list it here.

1.  Block party "3:00-10:00 PM, Tuesday 10th South and Windsor (850 East) 

2. Demo party ball at the Depot the evening of January 20, 7:00 - 10:00 PM

The Sweet Tweet Of Inauguration

Want to feel like you're really in Washington D.C. during the inauguration?  Sign up for Twitter - if you haven't already, then ask to get updates on the inauguration.  Traffic directions, bus directions, schedules...you name it.  I highly recommend you try it, just to see how Twitter can drive an event and keep things organized (let's hope so).

Also, don't forget to tweet your personal feelings as you watch the inauguration!

What Did Obama Teach Us?

Donation dollars gushed through the Internet pipeline, making  Obama's campaign cash-rich.  And the money was spent in new and unusual ways.  The exhaustive effort was jam-packed with new strategy and new media.  What should we, as communicators, learn from this?  A must-read, must-save article (with video examples) on the Ragan Communications site today:

Fifteen lessons from the longest and most expensive presidential campaign in U.S. history: What the 2008 campaign taught communicators.  And if you think about it, we are all communicators.
  

 

A Country Of Strangers. I'm Hoping To Get To Know You. Earn The Right to Whine

I want to know the real America. 

Who are you? 

What do you believe in?

What do you want for this nation, your family, your life?

Low voter turnouts have made me feel like I've lived in a country of strangers...those silent Americans....those many Americans.  When will you declare your existence with a ballot? 

This is a blockbuster year to get out and vote.  Even those of us with humble bank accounts felt important with our $5.00 online donation.  Never before have we had at our computer keyboards so many direct messages and information from candidates. 

Earn the right to whine. Vote.  The early voting polls are now open.  I cast my ballot several days ago.  It felt great!

Earn the right to complain if the election doesn't turn out the way you expected.  And if you need a little inspiration, watch this.

I remember the first year I was old enough to vote.  It felt nearly sacred.  I dutifully attended a local Mass Meeting (now called a "Caucus" in Utah).  I chose my candidate, knocked on doors to fund-raise for him, and volunteered to tabulate votes for 14 hours (done by hand with a pencil). 

We've come a long way...