Victory for Vick’s PR

It’s going to be an interesting season for the team of PR and image consultants who are delivering the winning strategy for reinstated NFL player Michael Vick. Known as one of the most dynamic quarterbacks in the league, Vick’s rise to gridiron fame and fall to criminal intent has proven to be a PR challenge to tackle.

Without knowing the details of the team’s members and plans, their attempt to carefully rebrand Vick and map out a road to redemption following his release from federal prison is turning out to be a PR victory.

Since Vick’s admitted act of animal cruelty, his team has made a public effort to present him in a repented and reformed fashion. They recently positioned Vick to confess his sins and express immense guilt on CBS “60 Minutes” along side former NFL coach Tony Dungy, commissioned by the league to be his mentor, and President of the Humane Society of the United States, Wayne Pacelle, to be his community partner. We all know you’ve got to have a bit of cache to tell your story on “60 Minutes” and the PR team that knows Vick has to come back with some credibility.

Whether his remorse is scripted or sincere, you must admit his team is gaining yards toward the goal. Yet, the ultimate test of a winning strategy is whether the public believes you. Vick is going to have to walk the walk. If he doesn’t, his PR team will end up seeing a bigger chunk from that first $1.6 million to keep him on the straight and narrow. Judging by the execution and perceived outcome, Vick has gotten his money’s worth, but the team must continue to move strategically so the public won’t think Vick’s efforts are contrived.

Personally, I’ve always been an advocate for second chances. Only time will tell how Vick shapes up while his PR team shows out. Our culture often forgives, and, most times, forgets the sins of public figures. So the more touchdown passes Vick throws, the further his wrongdoings will be from our minds.

All Work and No Tweets

You can tweet at work if you like but you might get fired. The Marines, NFL and now ESPN have announced new policies on Twitter usage.

ESPN doesn’t want employees using Twitter for anything but ESPN-related content. No personal quirks or sports opinions. Tweet ESPN’s approved content or face suspension or dismissal. The NFL is dishing out fines to players and staff who tweet while on the field. Several teams have also prohibited members of the media from tweeting during game time. Meanwhile, fans can still tweet the play-by-play while in the stands. The U.S. Marine Corps enforced a year-long ban of Twitter, Facebook, MySpace and other social media sites from its networks. It’s no fun but it does create a reasonable case of leaving a window open for security issues.

As a PR practitioner, I get it. Companies want to be smart about how they use social media but they want the best of both worlds. Maintaining a social media presence serves their audiences while enforcing guidelines on usage offers protection.

Many companies, including media outlets, are still trying to figure out how social media fits in their business models and how to create policies for interaction. Will these tweet policies change companies’ perspectives on policing their social media efforts?

The best part about social media is the dialogue. No one wants to lose their job or face a penalty, but all work and no tweets will cause a twitter presence to suffer and, sooner or later, your tweets will get ignored. Until they figure this Twitter thing out, that’s the way it’s going to be.

Let’s Just Be Friends

Client relationships can sometimes get hot and heavy. You’re at the helm of a campaign or a crisis. Suddenly, disagreements about strategy, content and execution arise. Explaining the PR way to do things can put a strain on communication with a client.

You constantly try to prove your allegiance and admiration because they’re insecure. You consistently provide support and assure them that everything is going to turn out okay because they’ve been hurt before. You mistakenly make a judgement call that isn’t the best but quickly resolve the issue. Now they question your faithfulness.

It almost feels like dating. Except in dating, you can request to “just be friends” in order to end the relationship or avoid the pressure of entering a deeper one.

But with a client, the best way to make nice is to relate and make friends. If you want to keep them, you have to figure out how to get over the communication barriers and opinion differences.

You always have to make a case for PR, especially in the tough economic times we are now facing. During the current downturn and the rapid shift in media, the communications arm can get eliminated, the PR message can get blurred and the marketing budget trimmed. Defending the value of your role in the client’s success is going to take more care and attention. However, proving why you’re in the driver’s seat shouldn’t have to always come to a dispute. They hired you for a reason.

Balancing the ups and downs of a client relationship is going to take the endurance of managing a friendship. Avoid client conflict at all costs and address it when necessary. Instead of taking the high road with each other, learn how to be friends.

Why Being Called A Publicist is Not Enough

If I say I’m a doctor, there would be a general assumption that I have degrees in my area of study, hold a significant amount of professional expertise to maintain creditability, and possess a verifiable list of clients that can vouch for my work. That’s how it works for most professional titles.
I was bothered when I saw a Gawker.com post about “the most famous publicist” who blasted a press release about her dinner date with Cheers sitcom actor, John Ratzenberger, to the media. The random email with “MEDIA ALERT” leading its’ subject line included the restaurant’s location and a welcome for all media to come cover the event.

Needless to say, these are the type of antics that would be not approved by the Universal Accreditation Board for PR.

I hope that this whole thing was just a fluke and no one really makes the assumption that most publicists pull these stunts. It stinks like all kinds of wrong. Better yet, I hope that this improper, self-serving practice does not leak into the mindsets to future PR practitioners.

I’m not extremely fond using of the title of “publicist” but I do use it at times. It’s the easiest way to describe what you do as a PR practitioner. Publicist is the most commonly known title that most people will recognize and relate to. It’s also the most abused and misused job title in the PR.

I don’t question colleagues on their expertise or experience. If you say you’re in PR or you’re a “publicist,” I trust you. However, respect is another issue. If the reputation that proceeds you is an unstable one, then you’re watering down the game for the rest of us.

A title means nothing if you don’t respect the method by which it is earned.

Crisis Over Frenzy for the King of Pop

The loss of a life is always a crisis in any case. When the dearly departed is in the person of mega-superstar Michael Jackson, the media floodgates are likely to burst and overflow.

The king of pop’s demise occurred at 2:26 p.m. on Thursday June 25, 2009, at the UCLA Medical Center. As one of the country’s best known hospitals to most likely receive celebrities in it’s emergency room, the UCLA Medical Center could have possibly prepared and rehearsed a detailed crisis PR plan to put into motion long before tragedy strikes. However, when the greatest superstar that ever lived takes his last breath in your facility, a plan may unfortunately get lost in commotion and chaos.

Perhaps TMZ reached the pinnacle of entertainment news by breaking the news first – a potential feather in their cap in attempt to prove the outlet as a reputable and trusted source. Meanwhile, TV networks and other traditional media outlets, including the most-trusted CNN, were reluctant to even cite the gossip website as the confirming source about Jackson’s death. Fans didn’t know whether to go into mourning and blow it off as a rumor. It was only until the coroner’s office confirmed Jackson’s death that CNN shared the sad facts with viewers.

News of any angle about Jackson would have a fast leak but the respect for PR protocol dictates informing the family about a loved one’s death before announcing it to the public. Allow them the option to have medical officials make a statement or choose to appoint a family spokesperson before a news outlet reports anything. Thanks to the hasty buzz of loose lips, people across the globe were confused about the state of the music genius.

Almost three hours of conflicting reports and with no official statement from a UCLA Medical Center physician or spokesperson, Jermaine Jackson grievously steps forward to deliver the news about his beloved brother.

The death of an iconic-figure such as Michael Jackson is a reminder of how fast news can travel. PR preparedness is important, especially in a sudden death. A PR team needs to prepare, rehearse and react in a crisis.

Michael Jackson’s impact and influence on pop culture crossed all barriers, races and generations. Amidst the crisis, the legacy of a definitive brand lives on.

I Know I’m Write

Reading is fundamental. Writing is as well. But not all writing is created equal, particularly when it comes to writing for news.

Maybe you’ve been there before. You need to write a press release but don’t have the slightest idea of where to start. You’re unsure about the content, the news factor of your story or what it’s worth. But you were always good in English, so you’ll figure it out.

Or maybe you’ve been here: you have an important message to get out to the media and want give them all the details. You’re uncertain of how to send your press release or if it will even get noticed. But you’re a fairly intelligent communicator, so you’ll make it happen.

By journalistic standards, a story without an angle is a “non-story.” What you may think is news may not exactly be what journalists consider a topic of interest for their readers. In a TV newsroom, a story without a visual element to capture for viewers lacks appeal and may be conveyed as a waste of time. Thus, your beloved press release that you’ve sweated and slaved over adorned with all its’ elaborate details and superlative-like adjectives ends up in File 13.

On the surface, writing for news isn’t much different from what you’ve been taught. However, there is one exception: style.

Enter the Associated Press (AP) Stylebook. Considered the “Bible of the Newspaper Industry,” it is the gold standard of writing for news. AP recently released their 2009 Stylebook packed with rules on grammar, spelling, punctuation and usage, capitalization, abbreviation, word and number usage. It is the one reference with fundamental guidelines for news reporting that all writers, editors, students and PR pros will follow.

When it comes to writing, none of us wants to be told that we’re wrong. Writing for news requires a certain clarity and professionalism that writing for everyday purposes may not hold up. Weak, cloudy writing can be the worst because it reflects our intellect, skill and thought or lack thereof.

Your writing for news should be closely matched with the standards that professional writers go by. While writing in AP style won’t guarantee you any coverage, it tells journalists who receive your press release that you care about good writing and value their craft enough to learn their precise language.

Guard yourself when writing for news by proofing, tailoring and checking your press release. Oh yes, and go get an AP Stylebook.

Who Let the Nerd Sit at the Cool Table?

I was never the most popular or most liked kid in school.

But the one thing I always had going for myself was the ability to use my talents and gifts to gain the attention and respect of others. Most times I felt like a nerd amongst kids who were way cooler than me. Somehow as an accomplished and confident adult, I still feel that way.

The thing is I listen and observe most of time and talk only when I have something of substance to say. On the contrary, most of the cool kids were talkative, funny and “in your face” charming. My humble attributes were too often taken for being shy, withdrawn or overly serious.

There are so many perks in the public relations industry. You meet people with great connections, attend exclusive events, engage in endless networking and enjoy an abundance of complimentary favors. You find yourself surrounded by the perceived in-crowd.

Seems like you’ve finally become one of the cool kids but you’re inner nerd is still lingering. The one reason you aren’t as popular is because you have other things to think about. You’re distant because your mind is on business. You’re quiet because you’re silently and effortlessly strategizing how to beat everyone else at their own game. You’re focused because you’re thinking of your next master plan.

The good thing about PR is that most people think they need it because they’re always looking for a way to gain more exposure for what they do. And, no matter how socially awkward or intellectually complex you may seem, you possess the know-how of making other people popular.

So why don’t nerds make themselves popular?

Because nerds exist to make the cool kids look even cooler. Sometimes we can even make other nerds look cool.

Remember as a PR pro, the client is the star of the show. Will you ever get a little shine? Absolutely. The obscure knowledge of PR keeps you in demand. But most times you’ll be the nerd at the cool table. You’ll always have a reserved seat there because cool kids know that while they play the superstar role and ham the spotlight, you’re somewhere concentrating on the next move.

Bad Publicity is NEVER Good

This month has been pretty busy for the sports and entertainment industries. Events like the Grammy Awards, Oscars, Super Bowl and NBA All-Star Weekend are enough to keep a celeb on the red carpet and a PR pro on their trail. But with all the glitz and glamour of star-studded events, sometimes a PR crisis is waiting to happen. Actors, entertainers, athletes and personalities are under such close scrutiny in the public eye that anything they do or say can be held against them and their PR pro and could possibly put their careers on the line.

Understanding how to deal with a crisis is not an easy job. PR pros should have a crisis contingency plan but that doesn’t mean they should result to being a babysitter. It means that should a client face an arrest, argument, embarrassment, lawsuit, divorce and even death, a plan is in place to help them navigate the problem and save any instant damage to their career. Crisis management is often an overlooked PR strategy. Who sits and waits for a crisis to happen? No one. But they happen. No one is above a crisis or immune to one. And when the danger lurks, it must be dealt with.

PR pros - fight the urge to make hasty decisions in a crisis. One snap comment, untrue statement or rash decision can ruin your credibility, upset the media and make your client resent you. Once you have proven you can handle a crisis in a methodical and graceful manner, you may become the Johnnie Cockran of PR.

Companies and celebs - be honest with your PR and legal counsel. They need to know the facts of your situation. Remember that most incidents involving the police, courts or emergency medical are public record. That means they can be readily accessed for fact-finding in media reports. If your family would be embarrassed or you’d be ashamed by your words or actions, then its probably not a wise move.

The cliche, any publicity is good publicity, is false. Contrary to what we may have assumed for decades, publicity means nothing if your name is as good as mud. Good crisis management makes a distinct difference between a few minutes of fame and a long-lived run of notoriety. Bad crisis management can lead to terrible publicity, severe ramifications and a long battle of image recovery.

Here are a few do’s and don’ts to remember when communicating with the media as you approach a crisis:

DO be calm, alert and positive.

DON’T fill in silent pauses. Say what you have to say and stop! Get comfortable with silence.

DO be cooperative. Know what you will and won’t say.

DON’T ever say “No Comment.” Whenever possible explain why you can’t give them the information. For instance, “I cannot speak about that at the moment due to legal reasons.” No comment IS a comment.

DO have a one sentence message you want to communicate no matter what is asked. For example, “I am committed to my family, my career and my fans.”

DON’T start an argument with reporters. Look and sound calm and controlled. An argument makes you look hostile.

DO make your point in 20 seconds or less to avoid being taken out of context. An uncontrolled or long-winded response could contain conflicting statements and confuse the media.

DON’T say or do anything you don’t want reported. There’s no such thing as “off the record” when speaking to the media in a crisis. Any statement you make is likely to make the news. Avoid speculation, lying or talking about anything that’s not a known fact. It’s OK to say “I don’t know.”

DO stand still behind the microphone and use comfortable, meaningful gestures. Make friendly hand movements and facial expressions. It shows you’re not intimidated by the media nor have intentions of intimidating them.

DON’T keep talking as you’re walking away. Stop talking before you walk.

DO allow a PR professional or legal counsel to advise and coach you in ways that are most comfortable for you.

Test Drive My Job

Thanks to Twitter and Mopwater PR & Media Notes anyone interested in a career in public relations can test drive my job. Well not really. But courtesy of Amanda Miller Littlejohn, an award-winning writer, journalist and marketing/public relations pro in Washington, D.C. (and one of my Twitter friends), you can get a glimpse of what PR is like through the eyes of other practitioners.

Her column, Test Drive My Job, profiles marketing, PR, advertising and social media professionals at various stages of their careers. The column features an up close and personal look of some pretty neat folks who are in the driver’s seat.

Take my job for spin around the block and let me know what you think.

Reality Checkpoints for Athletes

With football season now over and basketball season about to climb to its peak, sports fans couldn’t be more excited.The thrill it brings with each year continues prove the sports industry to be one of the powerful agents of media culture. But the public’s interest spans further than touchdowns and championship trophies.

More than ever before, pro athletes are increasingly seen as celebrities, stars and ballers but known less for their power plays on the field. Sure, that’s great branding for name recognition but how many players can you name but have no idea what team the guy plays for? More importantly, at what moment did you learn or remember his name – during a hot media crisis buzzing amid the news or after reading a good magazine article about his journey to the pros?

The reality is athletes aren’t hard to brand. Their public relations efforts are made simple by their league and team affiliations. Take the media legend of Terrell ‘T.O.’ Owens for instance. Though he grew into some rather unfavorable moments while becoming one of the most outspoken and unpredictable players in the NFL, T.O. has weathered the storm. The Dallas Cowboys’ receiver is getting his own reality show on VH1 this summer showing what life off the field is like. Kudos to his publicists Monique Jackson and Kita Williams tasked with the taming of success.

Not every athlete will have a shot at a reality show. Not every athlete wants their daily life off the field to be peered into. Not every athlete will face public crisis or turmoil. Nonetheless, the responsibility for athletes to manage their image very carefully couldn’t be greater.

Here are three reality checkpoints of PR for athletes:

First, realize that the sports industry has gone far beyond just getting in the game. PR is a must. Athletes have to study both games and acknowledge their strengths and weaknesses. Knowing this firsthand will help them tackle their seasons with success.

Second, work hard. Hard work never kills but it pays.
If you’re an all-around hardworking guy, you will surely make progress in your career. This will make people respect and see you as an icon. Hardwork includes going to practice on time and as well as maintaining your character in front of the public.

Third, humble yourself and be disciplined.
This is one of the greatest assets of success. Remember, its public relations, the art of relating to the public and it requires you to be in touch with who you are as player and a person.