The eight page weekly is the only PR newsletter on LEXIS/NEXIS.
Edition, May 4, 2005, Page 1
B-M BACKS MOSCOWS
is pitching Moscow as a vibrant and bustling
place in its bid to land the 2012 Olympic Games, Richard
Mintz, global PA chair of the WPP Group unit, told ODwyers.
he said, is well-equipped to handle the Games. The Moscow
2012 Olympic Bid Committee says 65 percent of the infrastructure
needed to support the Games is already in place.
stressed that the political and economic landscape has drastically
changed since Moscow last hosted the Games in `80, an event
that was boycotted by the U.S. due to Russias invasion
believes awarding the Games to Moscow would signal acknowledgement
of Russias move to democracy, and the emergence of
eastern Europe on the worlds stage.
B-M campaign is run out of its Brussels office, with support
from outposts in Moscow and Singapore. Mintz, however, said
each of B-Ms 45 offices will have input on the account.
staffers joined Moscow 2012 officials in Singapore last
week to meet with International Olympic Committee staffers.
IOC will announce the winning site in July. Moscow is competing
against Paris, London, New York and Madrid.
GEPHARDT ADDED TO ONEX
Former House leader Richard Gephardt (D-Mo.), an ally of
organized labor in his 28 years in Congress, has signed
on as an advisor for Toronto-based-Onex Corp., which aims
to buy two of Boeings commercial aircraft operations
in a $1.2 billion move that has drawn the ire of an aerospace
union and workers.
Boeing is spinning the sale of operations in Oklahoma and
Kansas as a way for the company to avoid significant
cuts in manpower. The company has pruned over 9,000
workers from the two locations and told them to apply for
positions with Onex, a move hit last week by the Society
of Professional Engineering Employees in Aerospace.
The union has filed an unfair labor practice complaint
against Boeing. Onex has not said how many ex-Boeing staffers
it will hire. Boeing is Kansas largest employer.
Seth Mersky, managing director of $16 billion Onex, praised
Gephardts dedication to working with both companies
and workers to keep manufacturing jobs in America.
Boeing interim CEO James Bell said he expected the deal
to be consummated.
IN PR HONORED.
Harold Burson, Daniel Edelman, David Finn, Al Golin, Robert
Dilenschneider and Margery Kraus will be honored for their
roles as the Greatest Generation in PR on May
17 following a breakfast at the Yale Club in New York.
The celebration is held in conjunction with publication
of the 35th annual edition of ODwyers Directory
of PR Firms.
There also will be a panel discussion by leading members
of the PR services business. That will include Don Bates
(Media Distribution Services), Larry Moskowitz (Medialink),
Doug Simon (D S Simon Productions), Peter Wengryn (VMS),
Robert Waggoner (BurrellesLuce) and Mark Weiner (Delahaye
unit of Bacons).
Mort Kaplan, professor of marketing communication and director
of PR studies at Columbia College, Chicago, will moderate
The event is free. Contact Fay Shapiro, publisher of J.R.
ODwyer Co., at (646) 843-2088 or [email protected]
MOORE JOINS WADE GROUP.
Richard Moore, a nearly 20-year veteran of Burson-Marsteller,
is now senior VP at The Wade Group.
At B-M, Moore counseled the Government of Mexico, guiding
it through the campaign for the North American Free Trade
Agreement. He also handled Philip Morris, Eli Lilly, American
Plastics Council, Hopi Indian tribe and Assn. of American
Railroads. From `99 to `01, Moore directed B-Ms media
department in Washington, D.C.
Prior to B-M, Moore was Press Secretary to former Senator
Mack Mattingly and served as an Army journalist in Vietnam.
Terry Wade, who was in charge of Cohn & Wolfes
worldwide PA business, established TWG in `02.
PR ETHICS DISCUSSED.
Problems and opportunities caused by the proliferation of
new ways of reaching consumers, including the Internet and
word-of-mouth marketing, were discussed at Columbia College,
Chicago, April 20 by panelists that included PR executives
as well as editors.
The discussion, part of a series of events observing the
35th edition of ODwyers Directory of PR Firms
this year, was supported by Media Distribution Services,
BurrellesLuce, Medialink/U.S. Newswire, and Bacons/Delahaye.
(continued on page 7)
Edition, May 4, 2005, Page 2
CCF BOOSTS FIGHT
AGAINST OBESITY INC.
The Center for Consumer Freedom, the D.C.-based front group
of the restaurant and food industry, has demanded that The
Centers for Disease Control and Prevention retract its deeply
flawed study purportedly showing that obesity kills 400,000
Americans each year. New research published last month
reports that obesity is the cause of death for 26,000 Americans.
The Center put a press release on PR Newswire on April
28, criticizing CDC director, Julie Gerberding for neither
endorsing the new research nor apologizing for her
agencys embattled earlier estimate, even as it is
now being written off by experts, the media and the public.
The Center has also run ads that attack obesity hype
in The New York Times, Chicago Tribune, Washington
Post, Los Angeles Times, USA Today and
Despite, the Centers marketing push, Obesity
Inc. is unlikely to go away, according to the NYTs
Gina Kolata. And some social critics and medical researchers
say that because there are so many groups with an entrenched
interest in crusading against fat it is unlikely that the
obesity epidemic will be declared over any time soon,
Kolata wrote in the April 29 paper.
AS IDFAS PA CHIEF.
David Vance has been named PA director at the International
Dairy Foods Assn. in Washington, D.C. He formerly was with
The Harbour Group and Chlopak, Leonard Schechter & Assocs,
which is owned by Gavin Anderson & Co.
The IDFA is composed of the Milk Industry Foundation, National
Cheese Institute and the International Ice Cream Assn. Its
more than 500 members represent more than 85 percent of
the milk, cheese, cultured products and frozen desserts
that are marketed in the U.S. each year. They combine for
over $70 billion annual sales.
Schwartz Communications is representing DayJet Corp., which
will launch an air taxi service next year.
The Del Ray Beach, Fla.-based company has ordered 239 six-seat
microjets from Eclipse Aviation Corp. to handle trips up
to 500 miles. Passengers will buy tickets online, and share
the flight with others.
Dave Close, executive VP at SC, told ODwyers
the high-tech PR firm got the account because DayJet is
50 percent software and 50 percent hardware.
It takes a tremendous amount of software to
track the whereabouts of tiny jets (hardware) flying throughout
the country, Close said.
SC picked up coverage on April 25 in the Wall Street Journal,
USA Today, Washington Times, Miami Herald and on CNN about
Ed Iacobucci, co-founder of Citrix Systems, an $800 million
technology company, is founder & CEO of DayJet. The
company has been operating under the research &
development codename Jetson Systems to fill a market void
for commercial-scale on-demand air transportation,
according to DayJets website.
NEW APR EXAM ATTRACTS
Low turnout is continuing for the new accreditation exam
of PRSA and nine other groups.
Only three of the ten groups sent in any applications for
the exam in the first quarter of 2005PRSA (74), Florida
PR Assn.(15), and National School PR Assn. (4).
Not sending in any applications were members from the Southern
PR Federation, Puerto Rico PR Assn., Maine PR Council, Religion
Communications Council, Society for Healthcare Strategy,
and Texas PR Assn.
Twenty-seven passed the computer-based, multiple-choice
exam in Q1 including 22 from PRSA, three from the Florida
PR Assn., and one each from the National School PR Assn.
and the Southern PR Federation.
PRSA has 20,000 members, of whom nearly 4,000 are APR,
while the other groups have a total of about 8,000 members.
In the first 21 months of the new test, created by PRSA
over a four-year period at a cost of $250,000, 98 new PRSA
APRs have been created, which is far below the replacement
rate. In the previous five years, an average of 278 new
APRs were created yearly at PRSA (411 in 01; 234 in
01; 246 in 2000; 233 in 99 and 268, 98).
Since there are at least 5,000 drop-outs in PRSA yearly
(5,769 in 2002 and 5,273 in 2001, the last years PRSA gave
out such statistics), PRSA would be losing about 500 APRs
yearly if only 10% of the drop-outs were APR. The renewal
rate of members for 2001 and 2002 was about 70%.
PRSA refuses to say how many of the drop-outs in the 21
months to March 31, 2005 were APRs.
Blake Lewis, chair of the Universal Accreditation Board,
the name given to the ten organizations participating in
administering the test, said more PR people became APR in
the 12 months from April of 2004 through March of 2005,
than became APR in the same 12-month period in 2004.
To me, he said, this signals positive
momentum. While we still have a way to go to achieve our
short-term target of 250 candidates by fall, were
encouraged by the results from the past 12 months, as were
seeing an increase in the number of candidates entering
the credentialing process.
In 2004, 90 PR people became APR. From April to March of
2005, the number of new APRs rose to 91, an increase of
11, said Lewis.
IN AT LIBERTY.
Alicia Agugliaro has joined Liberty Travel, one of the nations
largest travel agencies, as director of communications.
She reports to Susan Black, executive VP-marketing. Agugliaro
is in charge of developing internal and external communications
for LTs more than 200 retail outlets pledged to deliver
simply exceptional service.
Agugliaro had been at Cendant Corps RCI unit, promoting
its luxury and global timeshare business.
Earlier, she was at Spring OBrien working on the
Cayman Islands Dept. of Tourism, Ritz-Carleton and Grand
Cayman Resort accounts. Agugliaro promoted the Bahamas at
Weber Shandwick and Dominican Republic at Yesawich, Pepperdine,
Brown & Russell.
Edition, May 4, 2005, Page 3
Bloomberg News will produce a weekly Spanish-language business
section for El Nuevo Herald, a standalone daily paper published
by The Miami Herald.
The section, titled Negocioa con Bloomberg,
will begin appearing every Monday on May 9 in the paper,
which has a circulation of approximately 90,000.
The supplement will feature international and local business
news and data, with a focus on Latin America. Content will
include coverage of international market news, Latin America
economic news, corporate news, technology, local business
stories as well as employment and real estate in South Florida.
This is Bloombergs first Spanish-language business
news supplement in the U.S. It produces supplements with
Chiles La Segunda, Panamas La Prensa and Venezuelas
El Nacional (starting in May).
The Wall Street Journal Europe, based in London,
is adding a new travel columnTakeoffs &
Landingsto Personal Journal, its
Friday leisure and lifestyle section.
The column, which began on April 29, will feature such
things as the best places in Europe to get a face lift or
tummy tuck; how to choose the most luxurious
vacation retreats, and where and how to experiment with
The column, written by regular travel contributor Stephanie
Gruner, will cover travel trends and news and tips, and
will include stories about both business and pleasure trips.
In addition, the column will feature travel gadgets and
Dagmar Aalund, editor of Personal Journal, will edit the
Frederick Kempe, editor and associate publisher of the
European Journal, said the new column is aimed at readers
with deep pockets and who travel frequently.
Kempe said more than half of the Journals readers
take at least 10 trips a yearwhether for business
This new column aims to give them new ideas on where
to go and what to do, and also to equip them with practical
advice and information for every type of trip, he
said of Takeoffs.
MAGAZINE TO FOCUS
Rachael Ray, who hosts three of the Food Networks
top rated TV shows, is editor-in-chief of Every Day With
Rachael Ray, a lifestyle magazine for food lovers that
will make its debut in September.
The magazine, which will be published with The Readers
Digest Assn., will offer recipes, as well as advice on food
destinations and entertaining, and interviews with celebrities
Kitty Morgan, formerly of Departures magazine and editor-in-chief
of Cincinnati Magazine, is editor of Every Day.
Silvana Nardone, a former editor at Saveur magazine, is
executive food editor.
LOCAL MAG TO SERVE
RICH BABY BOOMERS.
Tribune Publishing in Chicago has designed a new magazine
to help aflluent adults age 55 to 64 make the transition
Satisfaction magazine, which will be introduced in Sept.,
will be published six times a year as a regional magazine
for readers and advertisers in the Chicago metropolitan
Satisfactions controlled circulation of 60,000 copies
will be sent to targeted households and distributed at a
limited number of public locations.
Mark Miller, previously editorial director of FluentMedia,
an interactive content venture run by Tribune Media Services,
was appointed editorial director of the magazine.
Miller said the range of topics to be covered include money,
travel, real estate, fitness, careers, family and relationships,
community involvement and consumer indulgences.
When we cover personal finance, well be talking
about the issues around retirement portfolios, real estate
issues and estate management that our readers face at this
time of life. And when we cover health, well
be talking about fitness and longevity, he said.
Daily is running four short articles, each showcasing
a stock of interest from
The IBD 100 list of top-rated stocks, which has been revised.
The articles will appear in The IBD Monday Special weekly
Additionally, an in-depth, 1,000-word story will run in
the Tuesday, Wednesday and Thursday editions.
Chris Gessel is executive editor based in L.A.
Yoga Journal in San
Francisco will publish the first issue of a Russian-language
edition in May, with a print run of 20,000 copies.
The quarterly, which will be published in Moscow by Independent
Media Publishing House, will contain 70% content from the
U.S. edition of YJ, and 30% local content. Other foreign
editions will start in Italy and Brazil later this year.
Dayna Macy can provide more information at 415/591-0555,
ext. 304, or [email protected].
Publicity efforts by
Corbin & Assocs. for Artexpo New York 2005 resulted
in a 30% increase in attendance, according to Sean-Patrick
Hillman said publicity generated $700,000 in media value
for their client. Placement highlights include The New York
Times, The Wall Street Journal, CBS The Early Show,
The New York Post and New York Daily News.
Hanser & Assocs.
in Des Moines got 109 total news story placements generating
more than 7.3 million news media impressions for the 2005
Des Moines Home & Garden Show.
(Media news continued
on next page)
Edition, May 4, 2005, Page 4
YOUTH TUNE IN
TO LOCAL TV FOR NEWS.
Merrill Brown, who is the author of a report in the Spring
edition of Carnegie Corp.s magazine, said the U.S.
news industry is seriously threatened by the seemingly
irrevocable move by young people away from traditional sources
This audience, the future news consumers and leaders
of a complex, modern society, are abandoning the news as
weve known it, and its increasingly clear that
a great number of them will never return to daily newspapers
and the national broadcast news programs, said Brown
a former editor of MSNBC.com.
Brown cites data from a new survey of 18-to-34-year-olds
by Frank N. Magid Assocs., that indicates young adults intend
to continue to increase their use of the Internet as a primary
news source in the coming years and that it is a medium
embraced in meaningful ways.
Newspapers and national TV broadcast news fare poorly
with this critical demographic group, said Brown.
Surprisingly to some, among 18-to-34-year-olds, local TV
is ranked as the most used source of news, with over 70%
of the age group using it at least once a week and over
half of those surveyed using local TV news at least three
times a week, he said.
The local TV ranking is driven in an overall sense by women
and low- and middle-income groups, while the second-most-used
weekly news source, the Internet, is number one among men,
high income groups, and broadband users, he said.
Brown said Internet portals, such as Yahoo and MSN that
include news streams all day, every day, have emerged in
the survey as the most frequently cited daily news source,
with 44% of the group using portals at least once a day
Measured by daily use, local TV comes in second at 37%,
followed by network or cable TV websites at 19%, newspapers
at 19%, cable networks at 18% and national broadcast networks
at 16%, he said.
The Magid survey shows young news consumers like the Internet,
by a 41-to-15% margin over second ranked local TV, because
it is the most useful way to learn. And 49%
say the Internet provides news only when I want it
versus 15% for second-ranked local TV.
new national study, which reveals face-to-face remains the
strongest medium for spreading word-of-mouth, found more
than half (53%) of the respondents make recommendations
based on what they read in magazines, followed by in store
displays and TV (53%); newspapers (47%); coupons (44%);
radio (37%); websites (35%); free samples (31%), and e-mail
Four years ago, there were 130,000 blogs. Today there
are about 10 million. Thats a growth rate of 7,592%.
Blogs have gotten so big that Bill Gates has his own blog,
says Ian Cooper, a former PR pro, who after years of spinning
the news, is now offering buy and sell recommendations
for The Taipan Group, a Baltimore-based investment firm.
Once bloggers get a hold of a juicy story, whether
bullish or bearish, and start spreading the news, there
is no telling how high or low a stock will run, said
ED. OF CITY REPORTS.
Susan Weissman was named editor of City Reports,
a section published by Pace Communications, and distributed
in its three in-flight magazinesDelta Sky,
United Hemispheres and U.S. Airways Attache.
The CR section combines traditional travel-related subject
matter with a comprehensive look at the economic drivers
and industry sectors that shape the lifestyles and business
landscapes of a given region.
Weissman, 42, a former reporter, was most recently a media
trainer and senior media specialist for The SheaHedges Group,
a Washington, D.C. PR firm, specializing in technology clients.
Bonnie McElveen-Hunter, who is chair of the American Red
Cross, founded Pace Communications more than 30 years ago.
The company is based in Greensboro, N.C.
AARP BULLETIN HAS NEW
James Toedtman, a 20-year veteran of Newsday, has joined
The AARP Bulletin in Washington, D.C., as managing
The monthly newspaper covers news about Medicare, Social
Security, health and medicine, consumer protections, caregiving,
pensions and finances for AARPs 35 million members.
Toedtman, who lives in Oakton, Va., had been Newsdays
managing editor and later its Washington, D.C., bureau chief
and chief economics correspondent.
who has been with Newsday for 24 years, is joining
The New York Times to cover Long Island.
previously at Radar magazine, is slated to join Conde
Nast Traveler on May 9 as a features editor.
previously managing editor of Budget Living magazine,
has taken the same position at Golf for Women.
previously a reporter for The Las Vegas Review-Journal,
covering gaming and special projects, was named editor and
publisher of The Las Vegas Business Press.
formerly with InStyle magazine, has joined Publishers
Weekly, to write book reviews.
was named to replace Jim
MacLaughlin as deputy managing editor news at The
Boston Herald. He will continue to direct political
previously business editor at The New York Daily News,
has joined Forbes.com as executive editor.
Edition, May 5, 2005, Page 7
ETHICS DISCUSSED (cont'd
from pg. 1)
Nancy Ruscheinski, president of Edelman U.S. Central Region,
and Steve Singerman, U.S. head of marketing communications,
Hill & Knowlton, spoke of the dizzying array of communications
vehicles that PR people must deal with.
An audience of more than
200 PR professionals and students attended the event which
was coordinated by Mort Kaplan, director of PR studies at
Columbia; Alton Miller, a member of the faculty, and Margaret
Sullivan, chair, Columbia College marketing communication.
said people are spending 10 hours a day interacting with
various forms of media such as cellphones, iPods, Internet,
blogs and traditional media.
PR people are the best
at managing relations among the various forms of communications,
is a piece of it but its only one piece and not the
whole story, she said.
Ruscheinski said the Edelman
firm believes there is still a lucrative area, sort
of unclaimed yet, where communications can take place,
and that PR should claim this white space since
it has ceded so much ground to everyone else.
and word-of-mouth communications were two such areas she
The best way to predict
the future, she said, is to invent it.
Has Exploded, Said Singerman
Singerman said there has
been a massive explosion of sources of information.
He called the impact of
the Internet overwhelming and said it has totally
blown me away.
PR pros in the near future
will need a researcher by their sides all day long to keep
them on top of whats going on about their clients,
Mass marketing PR
is dead as marketers have become obsessed with
finding the exact right consumer at the exact right moment
of the day...its all about specifically targeting
people, he added.
PRs job, he said,
is to convince companies of the power of credibility. The
most successful brands will be those that have tremendous
credibility with their customers, he said.
Papers, Says Lazare of Sun-Times
Media Mix columnist Lewis Lazare received the
most applause from the audience when he said students and
PR pros should be required to read two or three newspapers
He takes a bus to Chicago
each day and said the many young people on the bus almost
never have anything to read. They fiddle with
their iPods or cellphones or stare into space, he said.
Lazare said he gets 4-5
calls a day from mostly junior PR people who either dont
know his column or feed him inappropriate materials. They
have no sense of what kind of information I want,
said Lazare, who has been doing the column four and a half
years after covering fine arts.
When he starts asking
the PR callers questions, they dont know the answers,
Another pet peeve of Lazare
is unavailable PR pros. Only about one of 30 calls to PR
pros results in reaching the person, he said. The PR people
are said to be in meetings. A call may come
back a few hours later or the next day, he added.
I dont know
what all the meetings are about but you should cut down
on them, he said.
Lazare would like to see
more drive, creativity, curiosity and passion
in young PR people.
Hits Government Interference
Bill McCarren, president,
U.S. Newswire and corporate officer of Medialink, its parent
company, blasted the possibility that the federal government
may interfere with video news releases.
He noted that the General
Accountability Office has asked that identification of the
sponsor of a VNR be placed within the VNR itself as seen
by the public but it is the only government entity seeking
Such identification is
the duty of reporters who are using the VNR, he said, expressing
the view that this situation has been blown out of
Only full package
federal government videos are involved in the controversy
and not B roll or satellite media tours, he
with the work product of journalists is much more dangerous
than what theyre trying to fix, said McCarren.
corporate affairs director, North Central region of Home
Box Office and president-elect, PR Society of America, spoke
of the need for high ethical standards in the PR field and
noted PRSA has had an ethics code since the 1950s.
senior VP and ethics officer of Ruder Finn, said that ethical
choices often involve choosing between two things that are
The recent revelations
of financial corruption are good because they help to put
the focus on problem areas that might otherwise be neglected,
Shawn Platt, VP-PR, LaSalle
Bank, said he believes a good ethical sense is something
that is part of a persons character and not something
that can be taught. Either youre a good person
or youre not, he said.
CEO of the Witherspoon Marketing Group and president, Publicity
Club of Chicago, said there are plenty of small businesses
in the million dollar or so range that could use the services
of independent PR practitioners but the businesses dont
know how to go about doing this.
Jack ODwyer was
given the ICON Award of Columbia College for outspoken
journalistic devotion to chronicling the major issues of
PR for more than three decades. The only other recipient
was Joe Cappo, longtime marketing reporter and publishing
Commercial Closet Assn., in what it says is a first for
the advertising business, is launching an awards
program to honor the best depiction of gay, lesbian, bisexual
and transgendered people in mainstream advertising. American
Express, United Church of Christ, MTV, Greater Philadelphia
Tourism Marketing Corp. ads have been nominated for best
Michael Wilke, CCA founder,
wants the awards to raise the standard for creative
The awards will be presented May 23 at the 2 World Financial
Center headquarters of Merrill Lynch.
Internet Edition, May
5, 2005 Page 8
The Business Week
story on the explosion of blogs is a wake-up call to companies,
industries, and PR firms that are tight with information.
Negative blogs have grown up like weeds around almost every
famous brand name.
An industry is forming to track and maybe counterattack
this media of the masses.
BW is afraid that companies will try to buy off key bloggers,
start unbranded blogs, or start blogs that tar the
competition. There are nine million blogs and 40,000
new ones daily, says BW.
While the bloggers are not reporters and cant get
their questions answered by companies (neither can a lot
of reporters), they know what they have experienced in the
marketplace and now they have the ability to share that
with others. The rosy pictures they see in the mass media
do not match their experiences.
Places where dissatisfied masses are using their cellphones
and the Internet to organize include China, where anti-Japan
elements use them to plan rallies; Ukraine, where its
used by the Orange Revolution, and Lebanon,
where democratic movements are communicating this way (from
page one story in the New York Times April 26).
The NYT May 1 reported
that the head of Los Alamos, Peter Nanos, is under
fierce attack by an employee blog and may lose his job.
The NYT itself has just spent $410 million on About Inc.,
which BW calls a collection of 500 specialized web
sites that smell strongly of blogs.
Two current events illustrate the chronic blockage of information
flow in the business world that has led to the burst of
General Motors in April pulled $10 million in ads from
the Los Angeles Times, demanding retractions. But it wouldnt
publicly say what the beef was.
Blogger AutomoBear.com said GM was mad at a comparison
the Times made between two cars.
Pulling ads is a bad thing as has been shown many times.
Also, GM is also in poor financial shape and its no
time for it to reap further bad publicity.
In another incident, secretive Apple Computer banned an
unauthorized bio of CEO Steve Jobs from its bookstores and
removed dozens of other books by publisher John Wiley &
Sons. Wiley is publishing iCon: Steve Jobs, the Greatest
Second Act in the History of Business. Author Jeffrey
Young says the book is positive and laudatory
although it covers the personal life of Jobs including his
divorce and bout with cancer. Apple sued 25 unnamed people,
apparently employees, who allegedly leaked confidential
information. It subpoenaed the Internet providers of three
online reporters who wrote about the products to find out
Three highly secretive
cultures are sitting over PR these days, advertising,
investment banking, and law. Also making life difficult
for PR pros is an undercurrent of anti-media sentiment among
many business leaders, who see the press as Democratic.
Only three Republicans are willing to co-sponsor a shield
law for reporters thanks to anti-media hostility in
the GOP ranks, wrote columnist Robert Novak April
Current trends and
attitudes in PR and journalism were on display in the panel
of PR execs and editors at Columbia College (page
Nancy Ruscheinski of Edelman PR Worldwide noted that PR
pros have many ways to reach audiences besides the mass
media. Some of these involve direct contact with target
Steve Singerman of Hill & Knowlton, said mass
marketing is dead and marketers now aim to reach the
exact right consumer at the exact right moment of
the day with the proper message. He also said PR pros
need researchers by their sides to help them track the explosion
of sources of information.
Lewis Lazare, Chicago Sun-Times, had mostly complaints
about PR practitioners.
Junior PR pros, who dont know much about him or their
subject matter, pester him constantly at inappropriate times.
When he tries to call one, only about one in 30 is there
to pick up the phone. Theyre in meetings
and wont come out. (Maybe the meeting
is about his call). How can the new generation of PR pros
be knowledgeable about anything if they dont read,
What Ruscheinski and
Singerman are describing is advertising custom messages
aimed directly at target audiences, perhaps bypassing
media, whether mass or specialized. We admit PR pros must
also be ad people these days, conversant with the language
and tools of ad/marketing. Companies cant wait for
media to carry their messages. A lot of PR firms would go
broke just doing straight PR.
Singerman says PR pros are being inundated by information
and need help. We suggest closer ties with reporters and
editors who are also researchers. They can help PR pros
even though such relations are frowned upon in some PR and
Lazares complaint about only juniors and not senior
PR pros contacting him is something that has been heard
for years. Seniors at PR firms and companies mostly no longer
bother with press relations.
Red Herring mag in 2000 complained that Trinket Know-Nothings,
including the army of Regettes of Regis McKenna,
had overrun high-tech PR, causing annoyance and frustration
It could be the know-nothings actually knew
a lot but were warned not to deviate from a script approved
The problem with keeping to the script is that telemarketers,
who are much cheaper than PR pros, can also do that.
Such firms exist.
Bottling up information eventually results in it bursting
forth whether by cellphone, PDA, Internet, or mass media.