| Thursday, August 30, 2012 |  |
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 | Four Little Words: Media Relations Advice from Journalists to PR Pros
Media Relations...By Ann Revell-Pechar, Vice President, Carolinas at Arketi Group
I've been making my rounds again, asking journalists and bloggers what it is that PR people are doing right, and what we're getting lazy about. It's not that we don't know this stuff - it's just that the pressures of getting that proverbial ink sometimes push us to misbehave. As I think back on their comments, there's a strain of a chorus being written. It's not Kumbayah, my Lord! It's more of a shoot-em-up, early Dylan ballad. If we could all learn to sing, in tune and in unison or harmony, we may be able to continue holding the honor of being a Public Relations Professional.
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 | Political Hot Button: Battling the Obesity Epidemic with PR?
Public Relations...By Peter Dixon, SVP, Porter Novelli
It is not new news that healthcare in the US is going through an unprecedented transformation, and it is also no secret that obesity is a massive epidemic, as nearly 38 percent of US adults are obese. Given this, what issues face communicators advocating for healthy lifestyles and options to reduce obesity? In this controversial obesity space, PR pros need to carefully communicate that the disease is much more that just "overeating," with myriad confounding factors and outcomes.
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 | Bridging the Sales Gap: Social Media Webinar (Free to commPRO Readers)
Social Media Zone... By Vicki Flaugher
As some of you may realize, I am currently in a social media blackout. I have written here to maintain my professional commitment. I also have spent 30 minutes nightly on emails, if clients reached out, but otherwise, I am taking a break. Some of you have cheered me on, relating to my need to re-evaluate my purpose and technique. Some of you have scratched your head and made fun of me. I am ok with whatever reaction you might feel. I am flying solo in my determination to be honest with myself, build my brand as I prefer, and honor the relationships I value.
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 | Armstrong's Passing Overshadowed by Storm Threat?
By Dave Armon at Critical Mention for the Critical Now Channel
This past weekend, America lost Neil Armstrong, the man who made a "giant leap for mankind" when he walked on the moon in 1969. Forty-three years later, and in the short while after Armstrong's death was made public, it seemed as though most television stations continued on with their usual Saturday afternoon programming. The threat of Tropical Storm Isaac stirred up more coverage (one-third more to be exact) than the death of the man who changed the game of space exploration. In one instance, an NBC reporter even referred to Armstrong as Neil Young! Ouch.
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 | New Markets: What Does CSR Look Like in Burma?
By CSRwire for the Corporate Social Responsibility Channel
There is a lot of news swirling around these days about Burma, today's big frontier market. Democratic reforms that were inconceivable just two years ago have all the markings of real change: the release of hundreds of political prisoners, the re-registration of the once banned National League for Democracy party, which in the April by-elections won 43 of 44 contested seats, the proclaimed end of "press scrutiny" with the elimination of the Press Scrutiny and Registration Department, the legalization of trade unions, the return of the license of a Burmese lawyer who had been disbarred for defending clients in political cases...
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 | PR Pros on the Go: Fox Broadcasting Names PR Exec Joe Earley as COO
The Los Angeles Times
Fox Broadcasting has elevated its longtime marketing and public relations executive Joe Earley to a new post as chief operating officer. The promotion of Earley is the first major move by Kevin Reilly, who himself was promoted from president of entertainment to chairman of entertainment for Fox Broadcasting earlier this month. In his new role, Earley will play a key part in programming, casting, scheduling and business affairs. Reilly said in a statement that Earley is a "dynamic leader who inspires partnership and a sense of collective purpose across our entire company." Earley will report directly to Reilly. Climbing through the ranks of publicity and communications to the executive suite is unusual in television, but it is not unprecedented. HBO Co-President Richard Plepler took a similiar path, as did Dana Walden, chairman of 20th Century Fox Television, and David Stapf, president of CBS Television Studios ...
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 | After $100k "PR" Payment from Teacher's Union, Media Matters Attacked Fox News
The Daily Caller
A document the National Education Association filed with the U.S. Department of Labor in 2011 indicates that the teachers union donated $100,000 to Media Matters For America nearly two years ago, describing it as a payment for "public relations costs." In the months that followed, Media Matters' online coverage of teachers unions increased, focusing largely on attacking the Fox News Channel and other media outlets it considers "conservative" in nature. The $100,000 payment was first documented in "Shadowbosses: Government Unions Control America and Rob Taxpayers Blind," a book by Citadel international politics professor Mallory Factor published on August 21. "[T]o ensure that NEA's agenda makes its way in the media," Factor wrote, "NEA has given $100,000 to Media Matters, the George Soros-funded liberal charitable organization' dedicated to targeting mythical right-wing media bias." ...
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 | MMA Study: Mobile Should Be 7% of Total Spend
ADWEEK
When members of the Mobile Marketing Association convened in the Dominican Republic in mid-July for the organization's CEO & CMO Summit, execs from brands like Toyota, Samsung and Colgate secretly met to learn about a research initiative aiming to show how mobile spend should fit into integrated campaigns. The data from the project is now available and suggests that mobile ads should account for 7 percent of budgets even though the space is currently seeing spends around 1 percent. ROI firm Marketing Evolution conducted the study, which projects mobile's share of the media mix will be "at least 10 percent" by 2016 as consumers continue to ramp up smartphone usage. B. Bonin Bough, vp of global digital and consumer engagement at Kraft Foods, told Adweek he was "blown away by the results." When asked if Kraft's mobile spend jibes with the findings, Bough said that while "we don't release exact figures around specific channels, I can tell you this year we have drastically increased our mobile spend." ...
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 | Content Marketing's Dirty Little Secret
Forbes
At best, a typical B2B supplier can expect to get 12% of a customer's total share of attention across the purchase process. That statistic comes from comprehensive research on B2B buying and content marketing that we here at CEB have just completed. The findings suggest the environment is even tougher than most marketers fully realized. We know from our work last year that the average B2B customer is nearly 60% of the way through the purchase decision before engaging supplier sales reps. That's because customers can learn on their own with the vast amount of information at their fingertips through the Internet. Enter: content marketing. The promise of content marketing is that if I can look smart enough and be helpful enough to customers with my content, I'll get their attention, trust and maybe even their affinity. This promise can drive leads and consideration. In other words, content marketing can generate demand. But to do this, I have to target my content and make it truly relevant ...
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 | Fed Beige Book Shows Gradual Economic Growth
Reuters
The economy continued to grow gradually in July and early August, but manufacturing activity was softening in many areas of the country, the Federal Reserve said on Wednesday. In its Beige Book report of anecdotal information on business activity collected from contacts nationwide, the U.S. central bank said retail activity, including auto sales, had picked up since the last report. "Reports from the twelve Federal Reserve districts suggest economic activity continued to expand gradually in July and early August across most regions and sectors," the Beige Book said. The economic snapshot was prepared for use by Fed officials at their upcoming policy meeting on September 12-13, when policymakers will debate whether further central bank bond purchases are warranted to spark a stronger recovery. The economy grew at a 1.7 percent annual rate in the second quarter, supported by exports and investment in the construction of nonresidential structures. The pace was a slowdown from the 2.0 percent rate set in the first quarter ...
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 | Here It Comes Again: Occupy Sets Wall Street Tie-Up as Protesters Face Burnout
Bloomberg
Occupy Wall Street, the global movement against inequality that ignited in Manhattan last year, will mark its first anniversary by trying to block traffic in the financial district and encircle the New York Stock Exchange. Planning for the Sept. 17 protest, dubbed S17, follows months of internal debate and flagging interest, according to interviews with organizers. The morning action may include attempts to make citizens' arrests of bankers, and some activists intend to bring handcuffs, they said. "We are here to bring you to justice," said Sean McKeown, a 32-year-old chemist and New York University graduate who's helping organize the demonstration. "We're offering you the chance to repent for your sins." Protests against income disparity, bank greed and corporate abuse sprouted from San Francisco to Hong Kong after demonstrators established an encampment in Manhattan's Zuccotti Park last September ...
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 | Michelle Zdrodowski Named Detroit Public Schools Communications Chief
Detroit Free Press/Freep
Detroit Public Schools emergency financial manager Roy Roberts today announced the appointment of Michelle Zdrodowski as the new chief communications officer for the district. Zdrodowski, who started on Monday, will oversee all internal and external community and media relations, replacing Steve Wasko. She has nearly 25 years of experience, according to a statement released by the district today. Most recently, Zdrodowski served as senior vice president at Detroit-based Franco Public Relations Group "where for the last 11 years she led the firm's nonprofit/government practice providing clients with strategic planning, brand development, reputation/crisis management and community outreach counsel," the district reported. The school board voted last week to remove Wasko and place the communications department under their authority ...
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 | Crisis Communications: Facebook Mishandling Its Crisis, Experts Say
CNBC.com
Where is Mark Zuckerberg? The question was posed rather forcefully by CNBC host Jim Cramer last week as the social network's share price continued to plunge and news broke that an early Facebook investor, Peter Thiel, had sold $400 million worth of stock in the company. The drop in the value of Facebook since May has caused huge concern about the company on Wall Street, and media outlets have even called for the resignation of the company's founder and CEO Mark Zuckerberg. Facebook shares were trading at around $19 recently, about half their $38 price when they went public on May 18. Cramer's query echoes a broader feeling on Wall Street about the problems now bedeviling the popular social networking company: With the value of its shares down over 50 percent since its highly anticipated IPO, is the company making a hash of the public relations disaster it is now facing; and, just as important, why has Zuckerberg remained quiet about the state of the company? Facebook is in crisis, and in a crisis a company's CEO should be front and center, acknowledging the key issues, apologizing to those affected and giving a commitment to not letting an incident happen again, said Larry Chiagouris, a marketing professor at Pace University's Lubin School of Business ...
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 | SEC Proposing to Lift Ban on Hedge Fund Ads
CBS
Hedge funds would be allowed to advertise to the general public under a proposal put forth Wednesday. The Securities and Exchange Commission voted 4-1 to seek public comment on the proposal, which would formally lift a ban on hedge funds marketing their investments to a wide audience. The public has 30 days to comment, after which the SEC will likely take a final vote. Hedge funds still would be required to sell securities only to investors with a net worth of at least $1 million excluding their primary residence. The change is called for by legislation enacted in March. The law also makes it easier for small startup companies to raise capital without having to comply immediately with a range of SEC reporting rules ...
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 | United Nation's Beyonce Ad Tops Viral Chart, Reaches a Billion More on Twitter, Facebook and Weibo
Ad Age Digital Next
When the United Nations teamed up with Droga5 to promote World Humanitarian Day on August 19 its goal was to reach hundreds of millions of people with its message,"This World Humanitarian Day I'm doing something good, somewhere, for someone else. Join me! #WHD2012 #IWASHERE." By its own calculations, it blew past that, reaching 1.13 billion people. "At first, a billion may have seemed too ambitious, but 'good' is an uncanny motivation," said David Droga, founder and creative chairman, Droga5. Turns out watching a Beyonce video is also motivation. "I Was Here," a song from her 2011 album "4, at the United Nations, served as the inspiration and name for the campaign, which encourages people to make their mark in the world by doing something to help another person. That video takes the No. 1 spot on the chart this week with 3.6 million views ...
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