The President Meets The Press

On the day of the “fiscal cliff/sequestration” deadline, President Obama chose to give a lengthy interview on Meet The Press with David Gregory.  One of the key features of Modern Publicity is timing.  This is a perfect example of the use of timing to send a message, generate buzz and shape public opinion.Meet the Press

 

 

 

 

 

For the rest of the day and beyond, Democratic and Republican Party spokespersons repeated the talking points on the amazingly insatiable cable news message machines as part of a premeditated, coordinated legislative battle plan.  Truth be told, we’re also  part of the game – especially the “most likely” (to vote) independent voters – who politicians seek to charm as if they’re all lonely girls at final call.

A fascinating read is the Meet The Press LiveBlog – essentially an NBC White House Reporters’ RSS feed.  Anyone (you don’t have to be a highly-paid network news blogger) can set up the same feed up by using #MTP Twitter search and following these personalities:

  • @davidgregory is David’s personal account.
  • @meetthepress is the show account. Follow for video, insights, behind the scenes photos, more.
  • @betsymtp is executive producer Betsy Fischer’s personal account.
  • @AdamVerdugo is senior producer Adam Verdugo”s personal account.
  • @MTPGuest is our account to send out the latest Sunday guest info.

Read the Press Pass Blog for an excellent comprehensive recap. I prefer Facebook comments; lots of good give-and-take.  The best roundtable comment for publicists was made by presidential historian and author Jon Mechem who reminded us of two key leadership communications venues: wholesale and retail.  This Meet The Press appearance is Obama selling ideas wholesale, appealing to the American People as a mass market (3.5 million influential viewers).  Mechem – and others – points out that President Obama notoriously forgets the retail communications needs, to make person-to-person contact.  Phone, text, skype, visit, etc.

Not surprisingly  this is PR advice we give to many clients. Integrated communications is both wholesale and retail.  Often, companies and personalities habitually rest on their advertising and marketing budgets rather than leveraging their personal power to not simply pursued, but to inspire.  And that’s precisely why integrating social media and video with our publicity and marketing campaigns is so powerful. It gives us the ability to interact, to discuss, to communicate on a retail level – to network, chat, shmooze.  Modern Publicity views technology as a tool to establish greater intimacy and client loyalty.

Rather than analyzing the entire interview transcript (Looked up “shambolic“), I simply jotted down the presidential statements that jumped out at me.  Please note how simple, yet powerful, each phrase is.  These are Obama all quotes:

“The pressure is on Congress to produce”

“up or down vote”

“dysfunction in Washington”

“$2 of spending cuts for every $1 of increased revenue”

“[the American people] made a clear decision”

“overriding unifying theme”

“[the fallacy that] deficit reduction is only about cutting”

“a balanced approach”

“shared sacrifice”

 

When An NFL Quarterback Calls an Audible

Drew BreesA lawsuit is a powerful way to put a lot of pressure to convince other people to pay.  Sometimes it’s a just correction of a wrong sometimes it’s not.  However, once they are filed, they are public information and, therefore, can find their way into the news.

A lawsuit filed against you or your company requires expert crisis communications management even if it’s not in the news.  Lawyers almost always recommend silence.  But silence can imply guilt and affect a company’s reputation in a way that affects the bottom line.  When questioned by reporters, a skilled publicist can often help keep the court action from becoming news.  If it’s already a story, the publicist can ensure your key messages don’t included “no comment.”

Obviously, NFL quarterback Drew Brees is a very famous person.  As soon as he files a law suit, it’s in the news.  Insofar as publicity is concerned, Brees has the advantage of both being a popular personality and the plaintiff, not the defendant.  If you’re the defendant in the news, what is your first move?

  1. Take a deep breath.  Keep a cool head.  This will pass.
  2. Do not manage the press yourself.  Refer to your company’s “crisis communications plan” which should include bringing in an outside expert who is detached from the story.
  3. Move all crisis communications out of the office.  Firewall bad news so it has the least impact on company moral.  Crisis communications should include internal communications with staff which is candid, factual and optimistic.
  4. Choose a single spokesperson.  Refer all reporters to that spokesperson.  They should be available 24/7 to screen all reporter calls and answer media inquiries in an orderly fashion.
  5. Answer all reporters.  You can state you will have a statement in 24 hours, but answer all reporters’ emails and phone calls with a prepared statement.
  6. Tell the truth.  Often, this is painful.  Always, this is necessary.
  7. Stay calm.  Focus on the positive.  Don’t do “spin” – only relevant factual information.

By having a simple, easy-to-execute crisis communications plan in place, a surprise lawsuit won’t derail your business before you have even entered the courtroom.   In fact, when handled well, it can/should enhance your reputation.  The key is the be prepared and delegate communications to experts in this particular type of publicity.

“10 things PR pros do” – Claire Celsi

Claire Celsi, a self-described “Public Relations Princess,” is a publicist based in DeMoines, Iowa.  On her blog – which is, like mine, her website, she posted one of the most popular articles reposted by Ragan’s PR Daily, a very widely-read (famous to us insiders) PR blog.   There’s good reason.  She lists the ten most important tasks that a publicist does and describes how what they look like in real life.  PR Princess

1. They shape the debate. Ethanol is a mandated fuel mix in many states. But winning the hearts and minds of the American consumer was the goal. My job was to identify the knowledge level of the consumer, identify strengths and weaknesses, and to use public relations channels to inform the public through a variety of means.

2. They research. Its critical to be able to measure the impact of any communications campaign.  For a retail client for whom we staged their grand opening, we implemented social networking sites and documented calls to help us identify where targeted publicity is driving sales.

3. They write. After identifying key messages, we wrote the key messages into all kinds of documents. We wrote fact sheets, news releases, media pitches, position papers, PowerPoint presentations, op-ed pieces, Web copy, blog posts, and ad copy.  Once you have your core message, ride that pony ’till it drops.

4. They plan special events. The photo above was taken at an event at a Dallas 7-Eleven store. Our second driver, Jeff Simmons, took over behind the wheel after Paul Dana passed away. That event featured two more Indy car drivers, the Secretary of Energy, and ethanol advocates from all over the country. We gave away cheap ethanol and pitched reporters all over the state. It took a lot of time and planning, but it reaped benefits in the local media and taught Texas to pronounce ethanol “Eth-an-ol” rather than “eeeth-an-ol.”

5. They manage crisis situations. When Paul Dana died, the ethanol industry suffered a psychological blow. Not only was the circuit’s most passionate and visible advocate dead, but he died in a fiery crash in the ethanol “E” car. Not a great visual. Moving the organization past this loss and regrouping was part of my job.

6. They talk to the media. I formed relationships with media across the country while working on the ethanol account. It was my job to think of as many angles as possible, so my team worked hard on finding reporters from as many beats as we could. We ended up pitching energy reporters, business reporters, feature reporters, and trend reporters. The most memorable and creative pitch my team did ended up appearing as an AP story in more than 140 different media outlets.

7. They find advocates. There were many allies of ethanol, such as corn growers, industry groups, convenience stores, “Clean Cities” initiatives, and of course, the Indy Racing League. It was our job to reach out to them and form alliances for our client, and figure out ways we could work together.

8. They tell the truth. Sometimes, in the heat of the moment, it’s tempting to skip steps, make assumptions, and push the button before the facts are checked. Sometimes the client is asking you to do things that push the boundary of the truth. Sometimes it’s your boss. Don’t be tempted to take shortcuts that will undermine your credibility with your team, client, or employers.

9. They educate themselves. PR Professionals should be among the smartest people on the team. They’re articulate, well read, and care deeply about the subject matter they represent. They keep up on current events, read the newspaper, and know about what’s going on in the world.

10. They use new media tools. There has been much debate about the role of social media in the PR world. Moving forward, I can’t imagine a PR professional doing a thorough job in any industry without using all tools as their disposal.

YouTube Optimization

Image representing YouTube as depicted in Crun...
Image via CrunchBase

We are not going to spend your time in this article explaining why. These are very concise step-by-step instructions on how to optimize your YouTube account to gain the greatest number of viewers the quickest. We recommend you set aside 15-30 minutes per section to carry out these tasks.

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Optimizing Your Account

Create a YouTube account:  To improve SEO results, secure the name of your company as both the username and profile name   [www.youtube.com/users/profilename] = [www.youtube.com/user/CyberspacePublicity].  If the name is already being used, have one that sounds similar.

publicity, public relations, social media, video production, website building
Modern Publicity's logo
Upload an avatar/logo (see ours to the left), give yourself a keyword-rich description, link back to your site in the Website section, share your hometown and dig into the hobbies focusing on activities that complement your business or line of work.

Optimizing Your Video Content 

Video File Name: By default, your video will have a file name like “vid027612″. Rename the video to give it a more descriptive, keyword-rich title that accurately describes the video content in five words or less.  Edit off the three letters after the dot (“.mov”  “.wmv”).  Nobody needs that detail.

 TIP: Do Not Include Business Name – describe the content accurately, clearly, briefly.

Description: Write a easy-to-understand video description that accurately depicts the video content placing a link to your Web site into the video description.

Tags:  Tags are words, not phrases (except for names and brands like Modern Publicity and Paul O’Sullivan) and include all keywords used in the file name/title/descriptions.

Optimize Your Video Channel

Visit your profile page and click the link to edit your channel to include keywords, an accurate description and include a link to your Web site, assign tags and allow comments.  Also,  select the type of channel you’re running to and upload a custom-branded background. (stay tuned to a how-to blog post on this topic).

TIP: To get optimized YouTube tag words without SEO analysis: search out videos in same business category (eg: “San Diego real estate”) ignoring promoted videos. Pick video w/same marketing goals & click “show more” button. Copy and paste their tag words and add your firm’s name, your name, etc. onto your YouTube page. This isn’t as good as our SEO analysis, but it’s much, much better than nothing.

YouTube "Info and Settings" page
YouTube "Info and Settings" page

A PR Firm Needs Crisis Communications

Frequently, PR agencies are called upon to use their experience, judgement, skills and reputation to manage bad press.  It’s rare that an agency has to do this for a $200,000+ PR campaign it designed.  But that’s exactly what a local San Diego PR agency faces – cleanup in aisle five – and they’re praying they get their money’s worth out of themselves! Continue reading “A PR Firm Needs Crisis Communications”