Edition, September 13, 2000, Page 1
LANDS FIRESTONE CRISIS WORK
Ketchum's Washington, D.C., office has won the Bridgestone/Firestone
account, beating out Shandwick and GCI Group for the business.
Mark Schannon, who heads the office, will handle the business.
Dave Drobis, Ketchum chairman, said his firm picked up the
work following "many hours of very direct, frank and
honest discussions" with B/F executives.
B/F, added Drobis, is aware of the "great challenge"
it faces in winning back customers, but is committed to
do whatever it takes to restore the public's confidence
in the company.
Fleishman-Hillard dropped the tiremaker's account, which
was worth more than $1 million in monthly fees, because
it was "frustrated" that the client did not adopt
a more aggressive strategy to deal with the crisis.
B-M knew about problems
Burson-Marsteller knew about the B/F tire tread separation
problem on Ford Motor Co.'s Explorer sports utility vehicles
before the information became public, according to a staffer
at the PR firm.
The firm resigned the B/F business in May because of an
apparent conflict with Ford.
It continued to provide PR counsel to B/F until F-H was
hired in mid-July, according to Christine Karbowiak, VP-PA
GCI BUYS PR FIRM IN MEXICO
GCI Group has acquired Gcom-Kaufmann, one of the top PR
firms in Mexico.
"The new agency, GCI Mexico, will reflect the merger
of our existing Mexican operations with Gcom-Kaufmann,"
said Bob Feldman, president/CEO of GCI. He said the office
will be staffed by 40 people.
Keith Lindenburg, who had been VP of corporate communication
programs at IBM, has joined The Weber Group, Cambridge,
Mass., as EVP and eastern region general manager... Antonio
Cervone, 37, was named VP of communications for the
Chrysler Group of DaimlerChrysler AG. Cervone, who had worked
in Chrysler's PR group for 14 years, is rejoining the company
from General Motors, which he joined after Chrysler merged
with Daimler-Benz AG in 1998. He is replacing Steve Rossi
and will report to James Holden, head of DaimlerChrysler's
CONTRACT VOTED DOWN IN WISC.
Coca-Cola suffered a PR blow when officials of the Madison,
Wisc., school district voted 5-2 against renewing an exclusive
vending rights contract with Coke.
The school district, which became the first large district
in the nation to sign such a contract, against renewal of
the three-year contract, which is worth approximately $300,000
a year, because of concerns that the school system was providing
its children with products of little or no nutritional value
instead of milk, according to Ruth Robarts, a school board
In its original contract, the 49-school system in Madison
had agreed in 1997 to stock Coke in exchange for $615,000
in up-front money for school programs which would otherwise
have been cut. Coke sales were not permitted to children
in the 29 elementary schools in the system.
Kevin Morris, VP-PA at Midwest Coca-Cola Bottling Cos.,
said his company wants to keep its relationship with the
school district. "We hope to continue to partner with
local schools, as we have for decades," he said.
B-M HANDLING SCANNER PR CAMPAIGN
Burson-Marsteller is handling a PR campaign for the introduction
of the "Cue:C.A.T." scanning device that lets
readers access websites via bar codes that are printed with
- under a co-sponsorship arrangement with Digital Convergence,
RadioShack, Jaguar (cars), Cross (pens), and others- has
sent the "cat," a compact disk, and two sets of
wires to its 810,000 subscribers.
RadioShack is distributing the devices free to customers
via its 7,000 stores. Distribution of 10 million of the
devices is planned by the end of the year.
Pontarelli, a B-M staffer, said it's a "big and important
account" but could give no dollar figure.
COLUMNIST LAZARUS DIES AT 68
George Lazarus, 68, noted for his hard-driving style of
reporting, died suddenly Sept. 8 while on the way to work
at the Chicago Tribune.
A mechanic inspecting the train in the yards at 10 a.m.
found Lazarus slumped in a seat with a collection of newspapers
on his lap. He had taken the 7:42 a.m. train and employees
failed to notice that Lazarus had remained on the train
after the last stop. The train had arrived at 8 a.m.
Some friends wondered if he might have been saved is trainmen
had noticed him at 8 a.m.
Edition, September 13, 2000, Page 2
ATTACKS CORP. MEDIA OWNERS
The news media dish out feature-like "pablum"
instead of the hard information people need to make informed
political choices because the media are owned by a few corporations,
according to Ralph Nader, who is the Green Party Presidential
Nader, who has made media ownership an issue in his campaign,
blames the corporate structure of news organizations for
causing news coverage to be distorted. "I think there
are a lot of these executives at the top who just look at
their stock price, who basically think that good journalism
is bad business," he recently told the National Press
Club, Washington, D.C.
Nader said news had degenerated into "one nonprofit
soap opera after another-Tanya Harding, O.J. Simpson, Menendez
brothers and Princess Di- that just completely dominates
the news and crowds out all kinds of very important issues
and subject matters, all the way down to the local evening
To counter this, Nader wants cable TV stations to reserve
channels for use by citizen activists, labor, education,
and consumer groups.
Calls for 'deep democracy'
America needs to create a "deep democracy, focused
on areas that the GOP and the Democrats have ignored,"
Nader said. "It's very hard these days for citizen
groups to have a chance to influence public policy,"
because corporate influence dominates Washington to such
a tremendous degree.
He said America's "civil society" is being eroded
by a two-party system that is converging into one, but is
also "increasingly indentured to corporate interests,
with their 22,000 full-time lobbyists here in Washington;
their thousands of political action committees, and their
shuttles to put their own executives in high government
Nader believes the "democracy gap" in America
has come about with the concentration of wealth in the hands
of a few. He said Microsoft's Bill Gates has the combined
wealth of the poorest 120 million Americans. The richest
1% have wealth equal to the bottom 95%.
AGENCY PROS LIKE THEIR JOBS
Employees of the largest PR firms are satisfied with their
current jobs and believe they are fairly rewarded, according
to a Thomas Harris/Impulse Research Employee Satisfaction
One-quarter of the 3,162 employees who participated in the
third annual survey reported they are "very satisfied";
40% are "satisfied," and 20% are "somewhat
satisfied" with their jobs.
More than three quarters (77%) believe they are fairly to
very well rewarded. This includes 8% who reported they were
"very well rewarded"; 31% are "well rewarded,"
and 38% are "fairly rewarded."
When asked where they hoped to be in five years, 40% picked
jobs at their present firm, which far outranked other possibilities.
percent opted for management in their current firm and 9%
for a position in an international office of their firm.
Very few indicated any interest in working for another PR
firm, but 31% would like to be working in some other business
Get Info From E-mail
E-mail has gained in importance as the most frequent (89%)
and most valuable (86%) method of receiving information
in their firms.
Employees also rated face-to-face meetings with their immediate
supervisor (81%), the head of their office (73%) and agency
management (61%) as valuable sources of information.
Sixty percent reported receiving information from outside
media as third in terms of frequency of use as a source
BRIEFS: Craig Shirley, who has his own PR
firm in Old Town Alexandria, Va., and three other businessmen
have acquired the first Major League Lacrosse team, which
will be based in Baltimore. Shirley, who was elected president
of the team that will begin play next June, also is president
of a lacrosse website (AllLacrosseAmerica.com)... Frank
Zarb, chairman/CEO of the National Assn. of Securities
Dealers and The Nasdaq Stock Market, will speak Sept. 13
at NIRI/N.Y. to begin the group's 2000-2001 program year.
The meeting begins at 6:30 at the Nasdaq Stock Market, 4
Times Square. $70... Mallory Factor, who is chairman/CEO
of a financial PR firm and a merchant bank in New York,
and Karen Weir, an investment banker at Babcock & Brown,
New York, were married Sept. 3 in Positano, Italy. The bride's
father is the chief pilot of Airtrans Airways in Orlando.
Factor's previous marriage to Fran Precario, who had worked
at his PR firm, ended in divorce... Pam Edstrom,
Microsoft's longtime PR consultant, can "definitely
cook up a good story pitch," reports The Wall Street
Journal. "She also can whip up a big meal,"
the paper said in an item about how Edstrom cooked a dinner
for all 120 guests at a wedding reception for Marianne Allison
Ward, an EVP at Waggener Edstrom. Edstrom said she cooked
for three solid days before the wedding while working on
PR business late into the night. The reception was held
at Edstrom's house in Vancouver, Wash.
T.L. Deglin, 92, who was president of Deglin-Wood.,
a New York-based PR firm, which later became Ted Deglin
& Assocs., died Aug. 15... Carobel Pappas, 60,
a former Washington, D.C.-based PR pro, who later booked
guests for "Good Morning America" for many years,
died Aug. 26. After leaving ABC in 1990, she worked for
a time for Susan Peterson Productions, a media consulting
firm, before joining Johns Hopkins University's school of
advanced international service... Kevin McAuliffe,
50, who ran his own consulting firm in New York, and recently
compiled a book of New York Mayor Rudolph Giuliani's notable
quotations titled "The Sayings of Generalissimo Giuliani,"
died Aug. 19.
Edition, September 13, 2000, Page 3
Bloomberg News, which took the blame for publishing a phony
release on Aug. 25 that caused the shares of Emulex-a California
communications equipment company-to drop 55 points in minutes,
will take extra precautions to make sure news releases are
PR Newswire has issued a "Policy Bulletin" in
light of recent events involving Internet Wire, the web-only
news release distributor which sent the fake Emulex release.
PRN said the bulletin "serves to clarify and re-emphasize
its longstanding policies on membership and source verification."
Emulex shareholder, who says he lost $15,000 as a result
of the hoax, has sued Bloomberg and IW in federal court
in New York, arguing they recklessly disseminated misleading
information about Emulex.
Matthew Winkler, who is editor-in-chief of Bloomberg, said
the financial news service will continue to use information
from PRN, Business Wire and IW, without verifying its authenticity
in most cases, but reporters will now be required to confirm
the releases are real before using them.
"If anything on those releases is remotely a surprise,
yes, we're calling them," he told The New York Times.
For example, if a company reported earnings of 60 cents
a share and analysts expected earnings of 58 cents, that
would not be unusual. If the release reported earnings of
only 20 cents, a reporter would confirm the accuracy of
the release with the company.
Winkler said the new policy would not slow Bloomberg from
posting the news. He said reporters will have to be better
prepared to reach company PR officers immediately.
PRN said a member of its client services staff must call
the company issuing the release at the phone number listed
in its account database.
A known contact at the company must verbally verify that
the company sent in the news release and confirm the news
release in question.
No release will be disseminated until this verification
process has taken place, PRN said.
David Armon, senior VP of PRN, said PRN still cannot vouch
for the factual accuracy of its releases. "As long
as the attribution checks out, the clients are allowed to
say pretty much what they want to say," he told the
Bloomberg and IW would not comment on the lawsuit, which
seeks class action status.
Floyd Abrams, an expert in First Amendment law, said the
law protects honest mistakes in news gathering, and information
about a publicly traded company is by definition of interest
to the public.
The plaintiffs would have to prove that Bloomberg and IW
knew what they were publishing was false, Abrams said.
Matthew Swibel, who was covering the marketing and
media beat for The Washington (D.C.) Business Journal,
is headed to New York to be a reporter with Forbes
Jeff Kosnett rejoined the staff of Kiplinger's
Personal Finance as a senior editor.
Naomi Aoki has joined The Boston Globe as a business
reporter covering biotechnology companies and trends.
Ande Zellman, a 17-year veteran of The Boston
Globe, will join Newsweek in mid-October as an
assistant managing editor overseeing the "Science &
Technology" and "Arts & Entertainment"
sections. She will also work on long-range reporting projects,
special issues and opportunities that extend the Newsweek
Greg Gutfeld, formerly editor of Men's Health,
was named editor-in-chief of 14-month-old Stuff magazine,
succeeding Andy Clerkson, who is being promoted to general
manager of Dennis Publishing. Stuff went monthly with the
Dan Forman has replaced Bart Feder as news director
at WABC-TV, New York.
David Doss, who recently left NBC's "Nightly
News With Tom Brokaw," is expected to become executive
producer of "Primetime Thursday," the new evening
news magazine show hosted by Diane Sawyer and Charles Gibson.
Katherine O'Hearn, who was recently hired by CNN as
EVP, has been put in charge of the New York-based financial
news channel CNNfn, replacing Teya Ryan, who was named CNN's
chief innovation officer and will move back to Atlanta.
Dean Shepherd is joining Bloomberg TV on Oct. 1 as
anchor of "Moneycast," cable TV's highest rated
pre-market financial news show. Shepherd was anchor on WNBC-TV's
"Live at Five" as well as the host of "Inner
Circle," a weekly feature on personal finance.
Michelle Burford, deputy editor, and Lavinol Savu,
managing editor, have left O, the Oprah Magazine.
Catherine Kelley, who was the deputy editor at Elle,
will now become executive editor at O.
Richard Rosen, executive editor of New Media
and onetime managing editor of sports, features and business
at The New York Daily News, has joined Bloomberg
financial news service as editor-at-large.
Christian Caryl was named Moscow bureau chief of Newsweek.
She had been Moscow bureau chief for U.S. News &
World Report since July 1997.
(Media news continued on next page)
Edition, September 13, 2000, Page 4
DEVICE LINKS MEDIA WITH 'NET
Parade magazine, which reaches 80 million readers
every Sunday, will offer a new technology that links traditional
print to specific content on the 'Net.
The :CRQ technology, developed by Dallas-based Digital:Convergence,
employs special printed cues that, when used with a web-connected
PC and a handheld scanner-like device called a Cue:Cat,
deliver the reader directly to the web page. Cues are similar
to bar codes on consumer products.
Parade's first editorial cues will appear in the Sept. 10
issue on ads placed by :CRQ technology, Bristol-Myers Squibb,
Buena Vista Home Entertainment and RadioShack Corp.
Parade estimates nearly half of the 98,130,000 Americans
who have access to the Internet, get Parade in their Sunday
Other licensees include Forbes, Wired, and
Adweek magazines, several newspapers, including The
Dallas Morning News, and NBC TV.
Cue:Cats are available for free from RadioShack stores nationwide
or from www.getcuecat.com.
magazine has shipped its 810,000 subscribers Cue:Cats, and
Digital:Convergence plans to distribute more than 10 million
of its devices free through its partners -Parade, Forbes,
Young & Rubicam, Belo Corp., and RadioShack-by the end
of this year.
has placed the company's specialized bar codes alongside
some of its articles in addition to about half the ads appearing
in the Sept. 10 issue.
Travelocity magazine made its debut Sept.
5 on newsstands. The Fort Worth-based magazine is a joint
venture between Travelocity.com, an online website, and
American Airlines Publishing. The magazine, which will publish
six issues a year, will focus on destinations where Travelocity's
users go and travel to.
Livingston County Daily Press & Argus in Howell,
Mich., which is about halfway between Lansing and Detroit,
published its first issue Sept. 7. The weekday and Sunday
daily, which combines two semiweeklies, The Livingston
County News and The Brighton Argus, has about 20,000
Magazine is a new magazine published by Ziff Davis
Custom Media, Medford, Mass., for Aquent (formerly MacTemps),
Boston, Mass. The publication, which will debut in January
as a quarterly, is aimed at independent professionals.
Warner has acquired Africana.com, based in Cambridge,
Mass., from Harvard Univ. educators and co-founders Henry
Gates Jr. and Kwame Appiah, along with Harry Lasker III.
The site, which provides content about black people, currently
boasts more than 500,000 monthly visits and about 3.6 million
monthly page views. More than 50,000 people use Africana
Mail, the site's free E-mail service, and 57,000 subscribe
to the Africana.com newsletter.
DWJ Television warns that while networks are opening
their newsfeeds for the paid distribution of VNRs, "getting
your VNR on a network newsfeed is no guarantee you'll actually
get on the air."
said it has been testing network newsfeeds as a distribution
channel for nearly a year and there is "no magic there."
the production is not good or the story is weak or surrounded
by sexier titles, you still don't get any hits. And there's
still no substitute for getting on the phone and selling
the story," said DWJ.
Content's poll shows 13% of Americans rely on late
show hosts David Letterman or Jay Leno to keep them informed,
and a poll by the Pew Research Center reveals 16% regularly
get news about political candidates from comedy shows like
"Saturday Night Live."
news is in demand, especially in the mornings, according
to Tribune Broadcasting, Chicago.
of Tribune Broadcasting's 22 stations now offer weekday
morning shows-a combined 97.5 hours of local news programming
June, WPIX-TV, New York, introduced "WB11 Morning News,"
and WLVI-TV debuted "Boston's WB in the Morning."
stations in Seattle and Denver launched morning programs
earlier this year, and Indianapolis did so in 1999.
Tribune morning shows offer a local blend of light features
and hard news and weather reports.
U.S. travel agents choose Recommend magazine
as the publication they would read if they could only read
one travel magazine, according to the findings of a survey
conducted by Simmons Market Research.
The randomly selected travel agents also like Recommend
because it has the "most in-depth editorial coverage,
most helpful information and ideas, and is the most helpful
in selling travel."
Laurel Herman, who is publisher/editorial director, said:
"The trend is for the travel agent to book more leisure
travel due to airline commission cuts, and Recommend fills
a vital need by providing agents with the most useful product
and destination editorial coverage that helps them increase
Recommend, which is published by Worth International Communications,
has a monthly BPA audited circulation of 61,000 and a readership
of more than 265,000.
Editorial offices are located at 5979 N.W. 151 st., #120,
Miami Lakes, FL 33139. 305/828-0123; fax: 826-6950.
Edition, September 13, 2000, Page 7
MAKE PR BLUNDERS
New York Senator candidate Rick Lazio and Gov. George Bush
have been criticized in the media for making big PR mistakes.
The White House released a "grip and grin" photo
of Lazio shaking hands with Palestinian leader Yasser Arafat,
following Lazio's attack on President Clinton for doing
the same with Fidel Castro.
The photo of the smiling Lazio and Arafat was taken in 1998
on a Mideast trip by the President and members of Congress.
Lazio has made Hillary Clinton's kiss of Arafat's wife,
Suha,-after she made a strident anti-Israel speech-a major
issue in his campaign against the First Lady.
The Republican Congressman, during a recent interview with
The New York Post, attacked Mrs. Clinton for
her close relationship with the Arafats.
Hillary Clinton spokesperson Howard Wolfson said the Lazio/Arafat
photo proves that Lazio is a hypocrite.
Lazio said the release of the photo shows that the White
House is doing all it can to get Mrs. Clinton elected.
Bush calls reporter an "a-hole"
Gov. George Bush got caught making a vulgar remark about
Adam Clymer, a reporter for The New York Times, to
his running mate, Dick Cheney.
Standing on a stage at the start of a rally on Sept. 4 in
Naperville, Ill., Bush was heard saying to Cheney, "There's
Adam Clymer of the New York Times, a major league a-hole."
To which Cheney replied, "Yeah, big time."
The remark, which was not heard by most of the audience
of 2,000, was picked up by a TV microphone and reporters'
Bush later said he regretted that his "private conversation"
made it to "public airwaves" and that "everyone
heard what I said."
Karen Hughes, who is Bush's director of communications,
said the comment was made in protest of a "series of
articles he (Bush) thought were unfair."
Clymer said he did not know of any articles he had written
that had provoked Bush. "He's never commented to me
personally on anything I've written," Clymer said.
Lelyveld, who is executive editor of the Times, said: "This
is at least Adam's eighth campaign. He knows what he is
doing. His work is both fair and accurate. The Times has
never heard from the Bush campaign about Adam. If they have
a complaint, they should convey it to us and we will review
it as we do all serious complaints about our coverage."
McCAIN'S DAUGHTER MAY TESTIFY
Sid McCain, a senior director of publicity at Capitol Records,
and the daughter of Sen. John McCain (R-AZ), might be called
to testify at a hearing before the Senate Commerce Committee
on Sept. 13 on marketing violence to children.
Last week Senators McCain and Joseph Lieberman (D-CT), who
is running for Vice President, said they would hold a hearing
to discuss the results of a recent Federal Trade Commission
investigation into the marketing of explicit music, movies
and video games to children.
McCain, who supports legislation to restrict the sale of
violent and sexually explicit entertainment, has not released
a list of the witnesses, but he has made it clear that he
wants to hear from executives of the major record labels
Among the rock, pop and rap groups that Sid McCain publicizes
is Megadeth, a heavy metal band whose songs include "Symphony
of Destruction," "Into the Lungs of Hell,"
and "Wake Up Dead.
RIPPED BY DRUG COS.
The Pharmaceutical Research and Manufacturers of America
(Pharma) is blasting Vice President Albert Gore for engaging
in what it describes as "intense political rhetoric"
aimed at pharmaceutical manufacturers.
The industry association was responding to charges made
by Gore during a speech at Florida State University that
the pharmaceutical industry was "unfairly gouging consumers"
by raising the cost of many prescription drugs. Gore maintained
that he was in favor of the drug companies "making
more profits and having more research," but threatened
that he was "not going to stand by if they behave in
an unfair way."
"Gee, it must be getting close to Nov. 7th," said
Jeffrey Trewhitt, a spokesman for Pharma, based in Washington,
D.C. "The fact is, Al Gore is engaging in intense political
rhetoric in his campaign for the Presidency. Unfortunately,
our industry is being singled out as the victim of that
Trewhitt also added that Gore had been "a friend of
the industry" in the past on such issues as FDA reform
and support and funding for biotech research. He pointed
out that some of Gore's top campaign aides had spent years
working in the pharmaceutical industry.
Gore's running mate, Sen. Joseph Lieberman of Connecticut,
has raised $91,150 from the pharmaceutical industry. Lieberman
is permitted to campaign to keep his Senate seat while also
running as the Vice Presidential nominee.
In an attack on Gov. George Bush, on Aug.19, Gore linked
Bush to the pharmaceutical industry and said: "They're
for the powerful; we're for the people."
JOINS LENSCRAFTERS' PR TEAM
Marla Runyan, who is the first blind athlete on a U.S. Olympic
team, has signed on as spokesperson for LensCrafters' "Give
The Gift of Sight" vision care program. Rogers &
Cowan handles PR for the Cincinnati-based retailer.
Runyan, 31, will compete in the 1500-meter competition at
the Sydney Games. She has been legally blind since the age
of 9. The sight in both her eyes is 20-300.
Edition, September 13, 2000, Page 8
see the advertiser's hand behind the ten million "cat"
scanners that are being distributed free to consumers
by Forbes, Parade, RadioShack and others (stories
on page one and four).
Marketers will now have a count of those "clicking
on" ads via the hand-held scanners which are in the
shape of a cat. The user swipes the nose of the cat across
a bar code in the ad (like bar codes are swiped across scanners
in supermarkets) and the user s computer is linked to an
advertiser s website. It's also being used on the editorial
features for those who want more information.
Marketers love numbers and here is an exact count of people
reading an ad and showing interest in it.
It's a technique like the "bingo cards" that some
publications have that give the reader the chance to get
more info from ads in the publication.
But if no one seeks any more information, then the magazine
has a big problem.
Advertisers, who have been disappointed with the low click-through
rates of Internet banner ads (less than 1% and falling),
may be in for another shock.
Are consumers, who are in the habit of zapping zillions
of TV commercials via their remotes, now supposed to sit
in front of their computers reading thick business magazines
and swiping the ads for yet more information and ads?
on the subject of marketers, we had a couple of calls last
week from PR executives who have been told to do "integrated"
campaigns with their marketing departments. They have to
do it but they are quite anxious about it. We compared notes
about "marketers" and agreed on a number of points.
First of all, marketers are not "educators" like
PR people. They do not see their job as informing the public.
Instead, they see it as making segments of the public behave
in desired ways. They don t have a "public service"
bone in their bodies, i.e., the attitude that something
should be done because it s the right thing to do or it
will simply give consumers information they might use. Marketers
serve client needs and highly defined goals. They re also
perfectionists who want control of every single "touchpoint"
between a company and its prospects. The presence of a PR
pro who may have open-ended lunches and conversations with
reporters about a client and its marketing plans arouses
their deep concern. Marketers are used to dealing with huge
audiences, sometimes in the millions. Dealing with a single,
questioning reporter is not in their job descriptions. From
reading marketer s own essays, we find that marketer have
low tolerance for each other. They are generals, field marshals
and budding "Alexander the Greats" who want to
craft the perfect, all-encompassing marketing campaign.
They are resentful of competing marshals or anything else
that interferes with their plans. Tension is set up for
PR pros when marketers give the PR people "messages"
(slogans) to deliver when publications want stories.
Another call came from a PR pro who wanted to know what
"business-to-business" marketing and PR meant.
We decided that it s the old "trade publicity"
dressed up in new clothes. This is the easiest way to get
editorial space since most trade books are dependent on
industry advertisers. We also decided that a PR firm saying
it handles "business-to-business" is about as
meaningful as one saying it handles" consumer PR."
Specialists have long since emerged in high-tech, healthcare,
food, travel, etc., and a client should demand expertise
in a certain area. Those who say they do B2B should be asked
whether they re talking about office equipment or farm equipment.
are not just bad bedmates for PR pros because the marketers
don't see themselves as educators. Entire books are
filled with marketing ploys designed to manipulate or even
trick consumers. A typical technique is the "set-up"
that weakens consumer resistance or takes advantage or a
mindset. For instance, the large size of some products now
costs more per ounce of the product than smaller sizes,
exploiting the consumer belief (established by marketers)
that large sizes are more economical. Homebuyers are first
shown an overpriced "dog" to set them up for houses
that will be shown later... marketers also engage in
coercive, monopolistic practices that are hard for PR pros
to defend or explain. Coca-Cola (page one) has just
had its exclusive school contract in Wisconsin cancelled
by the Wisconsin school board. German regulators have accused
Wal-Mart of predatory pricingundercutting local retailers
until they fold....an "instant poll" on the
O Dwyer website on whether PRSA should drop mandatory accreditation
for office-holding is running 2-1 against mandatory APR.
PRSA leaders want to shelve the issue for another year