Edition, March 14, 2001, Page 1
GETS $1M+ AMER. CANCER SOCIETY
The American Cancer Society has selected Porter Novelli
to handle its more than $1 million PR account, according
to Greg Donaldson, VP-corporate communications at the healthcare
Manning, Selvage & Lee and Ketchum were runners-up for
Donaldson picked PN after an "exhaustive review of
20 agencies that took more than several months" to
Donaldson, who recently joined ACS from healthcare giant
Humana, said he considered incumbent GCI Group for the account,
but it fell short due to the "changing mission"
of the Society.
Though that firm did a "terrific" job for ACS
in the past, it was rejected because it does not have a
branded presence in Washington, D.C., according to Donaldson.
That's important to ACS now because it wants to be a player
in the public policy debate on healthcare.
Rob Gould, executive VP at PN/Washington, will head the
The ACS used PR consultant Jerry Swerling, Marina del Ray,
Calif., to manage the review.
Donaldson credited Swerling for providing "focus"
and "rationalizing" the PR firm selection process.
Bartucci, the head of Hill and Knowlton's marketing
communications practice, is now VP-global communications
at Estee Lauder Cos., New York. She joined H&K in 1997...Applied
Comms. has picked up $2 million in combined annual fees
from Genuity, Luminous Networks and e2open. Much of those
fees will come from Genuity, formerly known as GTE Internetworking..Ogilvy
PR Worldwide has opened its first office in Africa.
Koome Mwambia, head of corporate and marketing communications
at Kenya Airways, is managing director of the Nairobi office,
which is staffed by four. Mwambia served as spokesperson
during a recent KA crash, and handled the company's privatization
effort in 1996. The Stanley, a five-star hotel in Nairobi
is a charter client....Porter Novelli Convergence,
with more than 400 high-tech staffers, acquires 25-member
Silicon Valley-based Tsantes & Assocs. for its "intellectual
capital." John Tsantes, an engineer and former electronics
magazine editor, will head a new "advanced technology"
division at the firm. PNC adds three clients-Arbor Networks,
Global Spec and Telica-worth a combined $750,000 billings
BELLSOUTH PUTS PR WORK UP FOR GRABS
BellSouth, Atlanta, has retained consulting firm Wanamaker
& Assocs. to handle a review of its PR agency contracts.
Denny Betz, VP-corporate communications, said about six
firms are currently used for PR work.
The bulk of the company's PR has been handled by the Atlanta
offices of Cohn & Wolfe and GCI Group for the past five
Betz said the recent departure of several former executives
and staffers at C&W's Atlanta office was not the cause
of the review.
HIRES EDELMAN FOR 'VISIBILITY.'
Verity Inc., which designs Internet portals for businesses,
has selected Edelman PR Worldwide as its PR firm, said Derek
van Bronkhorst, director of corporate marketing.
"We hired Edelman to raise our visibility," he
told this NL. Its goal is to show how Verity is positioned
in the "best part of the new economy space."
Van Bronkhorst, a veteran of Levi Strauss and Siemens, contacted
a "pretty good mix" of firms, and it came down
to three finalists.
Verity's customer base includes AT&T, Cisco, American
Greetings, Home Depot, Ernst & Young, Dow Jones and
The company earned $15 million on $66 million in its fiscal
MEDIA CRITICISMS, DISCUSSED
The "right" of the media to lie in order to get
a story, the handling of the Tylenol murders in 1982, and
counselor James Lukaszewski's published remarks including,
"Fundamentally, reporters don't know about your business,
don't care about your business, and can't care about your
business," were discussed at a meeting of 60 PR pros
Sponsors of the meeting on "Ethical Dilemmas in PR"
were the PRSA Westchester/Fairfield chapter and the Fairfield
An annual "Socratic Dialog" has been set up by
the two groups in honor of Larry Tavcar, a member of the
groups who died last year.
Lukaszewski, who was moderator of the dialog, was read some
of the statements in his collection of three workbooks on
handling crises by Newsletter editor Jack O'Dwyer.
on page 6)
Edition, March 14, 2001, Page 2
SURROUNDS GRISWOLD DEATH
The death of the former Denora Prager, known to the PR world
for more than 50 years as Denny Griswold, founder and editor
of PR News, remained enveloped in mystery at press
The Wilton Meadows Healthcare Center, Wilton, Conn., told
this NL March 5 that Griswold, 92, died Feb. 8 but could
give no further details.
Griswold had been in the care of her niece Susan Garrett
since 1995 when she broke her hip.
Friends of Griswold and members of the family of J. Langdon
Sullivan, husband of Griswold who died in 1997, said they
have been unable to contact her since 1995. Mail was not
answered and she couldn't be reached by phone, they said.
Susan and husband Russell Garrett moved into Griswold's
house at 127 Kettle Creek rd., Weston, Conn., sources said.
They have not been reachable by this NL or the Sullivans.
Planned Gifts to Met, PR World
Friends of Griswold said she told them she might donate
her townhouse at 127 E. 80th st. to the PR field and certain
Colonial antiques to the Metropolitan Museum.
Harold Burson of Burson-Marsteller; Ray Gaulke, former president
of PRSA, and counselor John Budd met several times with
Griswold. Plans included creating a PR library and training
center. Legal papers were drawn up allowing Griswold to
stay in the house for the rest of her life. A silver tray
in her honor was created. However, an attempt to deliver
it to her at Wilton Meadows was rebuffed.
Margot Grosvenor of Newport, R.I., stepchild of Griswold,
said the Sullivan family favored the donation of the townhouse
to PR and the donation of many of the antiques to the Met.
Ancestor John Sullivan was a general in the Revolutionary
Army and James Sullivan was governor of Massachusetts.
The townhouse was sold for about $3 million several years
ago. The Sullivan family does not know what happened to
the furniture, art, and other contents.
PR News was sold in 1992 to Phillips Publishing, which sold
it in 2000 to Veronis Suhler & Assocs.
Griswold and her husband Glenn Griswold, former publisher
of Business Week, created PR News in 1944. After
the death of Glenn Griswold in 1950, she married Sullivan
PRN for many years hosted the annual "Gold Key Awards"
banquet at which PR executives were honored. The last was
in 1992 when only six of 89 award winners attended.
Griswold, who had a B.A. from Hunter and an M.A. from Radcliffe,
was a founder of Women Executives in PR and a founder of
YORKER 'FRIES' McDONALD'S FRIES
The March 5 New Yorker called French fries sold by
McDonald's, Burger King and Wendy's "unhealthy"
and said the technology exists now to create a "delicious"
French fry that is "much more than a delivery vehicle
The lengthy article by Malcolm Gladwell said McDonald's
and the other chains switched from beef fat to vegetable
oil in 1990 but the oil becomes "trans unsaturated
fat" which is "worse" than saturated fat,
according to experts quoted by Gladwell. Such fats are also
in crackers, potato chips, cookies and other processed foods.
He accused the three chains of switching to a product, "without
disclosing its risks, that may cost human lives." Americans
now consume 30 pounds of fries yearly vs. four pounds in
McDonald's responded that its fries and other foods "can
be part of any balanced diet and lifestyle." It said
there are no "good" or "bad" foods.
It noted the wide variety of foods it sells including salads.
FAIR DISCLOSURE IS WORKING, SAYS SEC
Regulation Fair Disclosure is forcing companies to provide
information to the public as well as analysts, said Meyer
Eisenberg, deputy general counsel of the Securities &
He told a March 7 conference sponsored by Business Wire
at the Intercontinental Hotel in New York that Reg FD must
be working since some analysts are complaining they are
no longer getting "juicy tidbits" from companies
Mary Beth Kissane, of Abernathy, MacGregor, said FD is having
a profound impact on IR pros since they can no longer deal
just with sell-side analysts, portfolio managers and investors.
Media complain that IR pros keep them out of the loop, preferring
to deal with analysts who, fearing loss of investment banking
or being blackballed, provide "buy" or neutral
recommendations 99% of the time.
"Although things are not yet perfect, more IR pros
are thinking about FD," said Neal Lipschultz, senior
editor, Americas, Dow Jones Newswires. He said he was dismayed
by criticism that media are exempt from FD. He noted it's
the job of media to disseminate information to the general
Perry Boyle, director of East Coast research at Thomas Weisel
Partners, said analysts are now getting "boilerplate
information" instead of "insightful information"
from companies. He said there is "overwhelming caution"
by IR people because of FD. It has done little to bring
"full" disclosure, he said.
Cathy Tamraz of BW moderated the conference.
COURT TO RULE ON COPYRIGHTS
The Supreme Court will hear arguments on a landmark case
regarding the right of publishers to republish freelancers'
print articles on the web without further pay in cases where
the author has not specifically signed over such rights.
The Court will hear oral arguments March 28 on The New
York Times vs. Tasini (Docket 00-201).
Jonathan Tasini, president of the National Writers Union,
and 11 other freelancers sued the Times, Newsday
and Sports Illustrated in 1993. They argued that
the reselling or articles to Nexis was not covered by the
1976 copyright law amendments.
Edition, March 14, 2001, Page 3
EDITOR LOOKS TO PR
David Andelman, who recently joined The New York Daily
News as deputy business editor, said the "best
PR people I know are the ones who pitch appropriate and
interesting stories, and can make something happen."
"My priority is to get real and compelling stories,
and PR people can steer me in that direction," said
He is especially interested in breaking financial and business
news that other papers have either overlooked or not bothered
to cover. He also wants to make the News' business coverage
visually interesting. "We are still New York's picture
newspaper," said Andelman, who has also worked in PR.
His editorial experience includes jobs at The New York
Times, Bloomberg and smallcapcenter.com,
a financial news website. From 1987 to 1992, he was at Burson-Marsteller,
where he learned the importance of developing a good rapport
ADDS THREE SHOWS TO LINEUP
Three new programs are being added by CNN.
The first one, "Take Five," a talk show, will
feature a panel of reporters, opinion makers and observers.
Panelists will include Jake Tapper, Salon.com, Michelle
Cottle, from the New Republic, and Robert George,
New York Post. The show debuts March 17 at 8:30 p.m.
"People in the News" will be produced with People
magazine and profile a newsmaker or personality. The show,
to be hosted by Daryn Kagan, premieres March 31 at 11:30
The third new show is "CNN Presents," an hourlong
documentary series featuring single-topic stories and investigative
packages from CNN correspondents and producers. The show
will be seen Sundays at 10 p.m. in the spot now occupied
by "CNN Perspectives," which it replaces.
Leon Harris is the host of "CNN Presents," which
debuts May 6.
WANTS 'TRENDY' GADGETS
StreetMiami, a free weekly paper published by The Miami
Herald, is starting a new products feature on March
16, called "Itemize," that will be written by
Lesley Abravanel, a freelancer.
Editor Jim Murphy is seeking information and images about
new gadgets, gizmos, fashions, accessories, etc. for the
feature. "Just about anything really, as long as it's
hip and trendy," said Murphy.
About 72,000 copies of the paper, which is targeted at 18
to 34-year-old readers, are distributed. The paper is also
available on the Web at www.
Publicists can e-mail material directly to Abravanel at
[email protected]. Murphy will
also forward mail to Abravanel.
Pictures in jpg format of a least 300 dpi are preferable
to photos; either format is preferable to slides.
Murphy's address is 1401 Biscayne blvd., 2nd flr., Miami,
33132; 305/376-4451; [email protected].
SEEKS RESTAURANT NEWS
Mort Hochstein, who was beverage columnist with Nation's
Restaurant News for many years, is now writing a column
on restaurant activities for BevAccess.com
and Beverage Media.
He can use information on new openings, people on the move
and special promotions.
"Names, names and more names," said Hochstein,
who wants publicists to send the information to [email protected]
or to 70 East 10th st., #3M, New York, NY 10003. 212/420-2270.
YORK TIMES PUTS FOCUS ON STYLE
The New York Times Magazine will double the size
of the magazine's regular style coverage by publishing four
special sections this year devoted to fashion, entertainment,
beauty, architecture, food and home design.
Adam Moss, editor of the Sunday magazine, said "Style,
the way we dress, the way we entertain and the way we enjoy
ourselves, is a huge part of how we live. Readers can't
get enough of it, so we wanted to give them more in these
The sections, which will average 20 pages, will be edited
by style editor Amy Spindler.
Editors Choice Debuts
The first section, "Editors Choice," which was
published March 11, covered the spring/summer season.
It contained articles by Spindler, who reported on fashion;
a men's fashion report by Robert Bryan; Pilar Viladas, who
wrote on architecture, and William Norwich, who covered
style and entertaining.
A second "Editors Choice" section, focusing on
fall/winter offerings, will be published Sept. 30.
Spindler said the May 20 section, called "Structures,"
will show new forms taking shape all over, from architectural
feats to dress construction to culinary experiences.
On June 10, "Weekend" will show how to take time
off and feature second homes, new weekend wear and other
ways to rest, relax and rejuvenate.
WEEK DISMISSES TECH EDITOR
Marcia Stepanek has been dropped as technologies strategies
editor of Business Week for allegedly plagiarizing
information from The Washington Post for an Oct.
30 story she wrote.
Stepanek said "it was an honest error."
Kathy Rebello, who is senior editor for technology, said
Faith Keenan has replaced Stepanek, who joined the magazine
three years ago.
Stepanek has been a journalist for 22 years.
news continued on next page)
Edition, March 14, 2001, Page 4
EDITORS AIR PR COMPLAINTS
Don't leave long phone messages or e-mail, Nancy Clark,
deputy editor of Family Circle, told about 130 publicists
at the Publicity Club of New York's luncheon on March 7.
Clark was on a panel of magazine editors, whose publications
are read by more than 50 million women.
The other editors were Pamela O'Brien, executive editor
of Ladies' Home Journal; Stephanie Young, health
editor of Redbook, and Lesley Alderman, technology
editor of Real Simple. Panel moderator was Lisa Kovitz
Clark, who oversees the articles department, said her editors'
other pet peeves with PR people include follow-up phone
calls, and voice mail messages that don't begin and end
with the caller's name and phone number. The editors want
to see a hard copy of the pitch.
Target Pitches, Then Wait
She advised the publicists to target their pitches to the
appropriate editors, who are listed by their beat on the
masthead, and then wait for them to get back.
Clark said Family Circle does not publish stories
about healthcare for children or do celebrity pieces. It
does cover new products, particularly in the fashion and
In May, the magazine will start a new column, called "Good
Life" that will feature travel information as well
as product news. The column will be written by Jonna Gallo,
a senior writer.
O'Brien said 15 million readers of Ladies' Home Journal
"come for news and service information."
Health is a big area, she said, because readers seem to
be confused by all of the news available to them about healthcare
in other media.
The magazine has a new "Parenting" section that
delves into timely issues related to rearing children.
O'Brien said the number one complaint among editors at LHJ
about PR people is they send pitches to the wrong editor.
She suggested they read the masthead; stop sending e-mail
inquiries, and making follow-up calls. "We will call
you back-trust me," said O'Brien.
Young, who covers health, fitness and nutrition topics,
said publicists should "never, ever call me" to
find out what editor should be pitched.
Editorial Calendar Is Useless
She said publicists should call either Emily Burton or Alyson
Diebert, who are assistants to the editor-in-chief, Lesley
Jane Seymour. The best time to call them is before 10 a.m.
on Monday or Friday.
She said publicists can get clues and a sense of the areas
the magazine is covering by reading the editor's letters,
the table of contents ("What's important is always
first), and reading the letters page. She said the editorial
calendar is useless because "no one is going to tell
you what they are going to do" a year in advance.
Alderman, who also covers money, health and fitness, said
Real Simple is broken down into two parts. The front of
the book is oriented to money, health and technology, which
she called "essential information."
The back is devoted to the "enjoyment side," such
as travel, beauty, fashion and products.
The main criteria for both sections is for the information
or story idea to be "functional, beautiful, and add
value to life," and the products must also be affordable
and available nationally. "We don't do stories about
$500 shoes," she said.
Editors at RS prefer to get e-mail and hate long phone pitches.
Her e-mail address is [email protected].
Kovitz asked the editors if they would be receptive to a
story pitch that also included a writer.
Clark thought this was an "interesting concept,"
but she was not sure how she would react. Young would be
"highly suspicious" of the writer, and Alderman
and O'Brien said "no" to the question.
All four editors said they are usually unavailable for lunches
and events. Young tries to attend as many health conventions
as she can, and she likes to get tapes of speeches and participate
in telephone conference calls.
REJOINS DAILY NEWS
Pete Hamill, columnist and former editor-in-chief of The
New York Daily News. will rejoin the paper as a columnist
and correspondent in early April.
He wrote a column for the paper from 1977 to 1979 and wrote
"Tales of New York" for two years during the 1980s.
also has been a columnist for The New York Post,
Newsday, the Village Voice, New York
magazine and Esquire, and was a staff writer for
the New Yorker.
He said Ed Kosner, who is editor-in-chief of the News, edited
the first piece of copy he ever wrote for a newspaper (at
the Post in 1960).
Dwyer Departs for New York Times
Jim Dwyer is leaving the Daily News, where he has
been a columnist, to join The New York Times as a
reporter for the paper's Sunday magazine.
STAR TESTS SOFT NEWS EDITION
The Kansas City Star is testing a new soft news Monday
The revamped edition has a "week ahead" theme.
The two main hard news sections-"A" and "Metro"-were
combined, resulting in a smaller newshole for national,
local, world and business news in the Monday afternoon Star.
The news cut was made in response to a directive by owner
Knight-Ridder to reduce expenses for 2001.
Mark Zieman, the Star's editor, said on Monday people
are busy and want their information quickly.
Edition, March 14, 2001, Page 7
MEDIA DISCUSSED (cont'd)
Lukaszewski feels "it's simply not possible" for
reporters to understand the businesses they are writing
about because of their workload. He estimates reporters
do four stories a day, five days a week, and that this adds
up to 1,000 stories a year.
"It's impossible for a reporter to meet these production
demands and still have time to know about your business
or your issues in any meaningful way," says one of
his three workbooks, which sell for $295 each and are "presented"
A chapter on "Understanding Journalists" in a
volume on "Media Relations Strategies in Emergencies"
says reporters are trained in "aggression, hostility
and skepticism" and that they are increasingly expected
to add interpretation to their stories. Editors are apt
to trust such speculation, he adds.
Says the text: "The only way to understand the reporter's
understanding is by seeing it in print or hearing it broadcast.
This is why it is foolhardy to expect reporters to understand
much of anything about your business or organization.
"It is you who must organize the information, decide
what is relevant, important, and in the public interest,
and be prepared aggressively-but in a focused way-to be
interviewed about your subjects, topics, and issues."
Reporters Will 'Sacrifice' Ethics
Quoted in the chapter are 16 "valid grievances"
about journalists as tabulated by the Josephson Institute
of Ethics, Marina del Rey, Calif.
These include such statements as, "Journalists are
inaccurate too often"; "Journalists' decisions
are driven by peer group competitive pressures";
"Journalists sensationalize news and overplay stories
in a way that unjustly injures"; "Journalists
sacrifice almost any ethical principle to get a story they
think is important," and "Journalists oversimplify
stories and issues."
ABC-TV's Sam Donaldson is said to belong to a category of
reporters, "who, for the most part, are show biz types.
They are celebrities who make huge amounts of money. They
have become extraordinarily skilled readers of information...but
their work is done predominantly by producers and others."
[Editor's note: Donaldson can be seen Sunday mornings on
ABC-TV's "This Week" discussing current events
in detail with George Will, Cokie Roberts and George Stephanopolous.]
Another statement in the chapter is that the "vast
majority of reporters have very little to say over what
happens to their material once it goes into the editorial
O'Dwyer Asks, 'Whom Is He Talking About?'
O'Dwyer asked what media was Lukaszewski talking about-Business
Week, Fortune, the trade or local press-when
he said, "Reporters don't know about your business,
don't care about your business and can't care about your
Lukaszewski said he works at getting companies to talk to
the media rather than to avoid media, and would not discuss
the question further.
Panelists at the meeting were counselor Robert Dilenschneider;
Fred Garcia of Clark & Weinstock, who teaches a course
on ethics in PR at New York University, and Harvey Greisman,
VP of communications, IBM Software Group.
Dilenschneider told the meeting, "Thank God for the
free press in America, we're lucky to have them." He
said that anyone traveling abroad would soon see the difference
between the media in the U.S. and the media in other countries.
Dilenschneider, who had been faxed a dozen pages of the
Lukaszewski chapter on "Understanding Journalists"
by this NL, said there was "no need to be so confrontational
with the press...to be negative about the press is a big
Tylenol Case Discussed
Garcia said he uses Johnson & Johnson's Tylenol recall
in 1982 as an example of how companies handle crises although
there is a lot of "mythology" attached to the
case. The recall came after seven people were poisoned by
He said students, when asked how quickly J&J acted to
remove Tylenol from the shelves, usually respond, "from
24 to 72 hours." The actual removal order was made
eight days after the murders, Garcia said. It took this
long because of the careful way big companies move on anything,
he later told this NL.
Asked about actor Russell Crowe's description of the removal
of Tylenol in the movie, "The Insider," as something
the company did "instantly," Garcia said that
was the script following the mythology rather than the reality
of what happened.
CEO Jim Burke was praised not only for the alleged quick
reaction but also for going on TV after the murders, he
added. Another Tylenol murder in 1986, in spite of improved
seals, resulted in the permanent withdrawal of the capsules.
Burke said he was sorry he ever re-introduced the product.
Media Deception Discussed
Also discussed at the meeting was the deception of news
sources by media.
The Lukaszewski workbooks describe how ABC-TV had reporters
lie to the Food Lion food chain in order to obtain jobs
and that a court found they had trespassed in gathering
The workbooks reprint the code of the Society of Professional
Journalists which says reporters should "avoid undercover
or other surreptitious methods of gathering information"
except when "traditional" methods don't work.
Use of such methods "should be explained as part of
the story," the code adds.
O'Dwyer told the meeting that the SPJ code was "unethical"
and that he would call the SPJ.
Ray Marcano, president of SPJ, commenting on the code, said
undercover methods are needed in cases such as exploring
whether there is discrimination in the sale or rental of
Edition, March 14, 2001, Page 8
death of Denny Griswold, who was held in virtual captivity
the last six years of her life (page 2), is a major
PR historical event. She was a tireless promoter of PR,
PR executives and her newsletter. She not only gave out
thousands of awards to PR executives but accumulated more
than 130 herself.
For 50 years, she brought PR to the attention of top management.
She wanted PR to be a member of it.
She went from the city-owned Hunter College to Radcliffe
and then to Columbia. After tours in PR at Edward Bernays
and other PR firms, she joined Forbes, working for
founder B.C. Forbes. She joined Business Week and
married its former publisher, Glenn Griswold. The year after
he died in 1950 she married J. Langdon Sullivan, whose family
dates back to the Revolutionary War.
Griswold, born Denora Pragman, hid her family background.
Even the Sullivan family does not know the name of Griswold's
brother or her mother and father. Were they wealthy? How
did she get the money to go to Radcliffe?
Griswold had a taste for the rich and powerful. She helped
found Women Executives in PR in 1945, an elitist group for
decades. Only the top PR woman of any company was accepted.
She was a founder in 1952 of PR Seminar, the elite corporate
PR group. She attended every meeting but never reported
on them, damaging her right to be called a reporter.
Her definition of PR was pure Denny: "PR is the management
function which evaluates public attitudes, identifies policies...with
the public interest, and executes a program of action to
earn public understanding and acceptance."
This was aimed at putting the PR person in the boardroom,
hobnobbing with the biggies. This is just where Denny wanted
to be. PR started out being a public function, the early
practitioners hobnobbing with the press. It was not to be
another corporate "propaganda" function. PR pros
were supposed to be advocates for the public, not the company.
Griswold helped PR to "flip" from being an ombudsman
to being just another sales function. A similar thing happened
to security analysts, who were once working for the public.
They are now openly derided as "cheerleaders"
and "shills" for stocks they analyze.
PRSA's sponsorship of Jim Lukaszewski's three workbooks
on crisis communications, with their numerous negative
statements about the press (page one), gives new fuel to
the charge that PRSA is a press-demonizing organization.
Another statement from the workbooks is this: "...reporters
neither understand the complexities of business nor care
much about them." There are pages after pages of negative
comments on reporters, who are portrayed as uncaring and
unknowing. We sent about 15 pages of Lukaszewski's writings
to Dan Edelman, Art Stevens, Robert Dilenschneider and others
and they all said the picture painted is entirely too negative.
"Reporters are more sophisticated than ever,"
said Stevens, adding: "I can't imagine any of this
stuff applying to Business Week, Forbes and
For Lukaszewski to harp on the inadequacies of individual
reporters misses the point in a crisis. A whole pack of
reporters will show up and they will not only learn from
each other but enlist the help of every available expert
on whatever the subject is. For Lukaszewski to assert reporters
"don't know about your business" is preposterous.
Thus far, PRSA is insisting on allowing Lukaszewski to continue
to state that "PRSA presents" his works. But it
has also agreed to sell in its library the O'Dwyer Media
Guide, subtitled, "How to Work with Media and Enjoy
It." A disappointment to us was the failure of PRSA
chair Kathy Lewton to attend the ethics workshop even though
she lives in Stamford. She said she was "too busy."
The incident that PRSA's sponsorship of Lukaszewski recalls
is PRSA's identification with a speech given by financial
reporter Dean Rotbart to the 1993 PRSA conference. That
speech had numerous negative comments about the press in
general and individual reporters. PRSA videotaped the speech
with two cameras for use in its video library as a guide
to press relations. Rotbart said the presentation was a
"sampling" of what went on in his "Newsroom
Confidential" seminars for which attendees signed an
agreement of confidentiality. We not only objected to many
of the statements made in the speech but to any criticism
of media and individual reporters in private sessions. This
NL was sued for about $20 million by Rotbart for copyright
violations and other charges but they were all thrown out
in Federal court. It cost us $80,000+ to answer the charges.
PRSA, it turned out, had perpetual unlimited copyright to
the Rotbart presentation but wouldn't give it to us. Also
fresh in our minds is PRSA's year-long boycott in 1999 of
this NL. Our charges of PRSA's failure to report its finances
correctly turned out to be true... an astounding fact
emerged last week in connection with the sinking of the
Japanese fishing boat by U.S. submarine Greeneville.
Its only mission was a "PR" or "joyride"
for the 16 civilian guests on board. One major way the Armed
Services views PR is conducting such junkets. Ronald Sconyers,
who now heads Kids in a Drug-Free Society, led many such
tours for "thought leaders" as PA chief of the
Air Force. Not surprisingly, the main KIDS program is aimed
at educating small groups of parents at their workplaces
rather than via a mass media program.