Casey Westlake

Best Practices

2006-04-21T11:07:00.000-07:00

Now that I've done blogging for a few months, it's time for me to reflect. After reading, researching and talking to bloggers and P.R. professionals, I've accumulated my own list of "Best Practices". These are points I want to share with young people trying to break into the P.R. biz. It's only the begining, but this is what has struck me thus far.

If you learn nothing else, know these things...

READ THE PAPER, WATCH THE NEWS.
I groaned when Professor Flournoy insisted upon this two years back in one of my primary CCPA classes. Now, my morning ritual consists of a cup of coffee and 30 minutes to an hour of reading online news publications, the Today Show in the background.

HONESTY IS THE BEST POLICY.
It's obvious, I know, but I can't help but repeat this because it's not something I'd ever want to lose. I personally always want to be respected and thought of as a publicist of integrity and morals. Michael A. Burns of Michael A. Burns & Associates makes clear if you make a mistake, admit it and apologize, otherwise your client loses trust in you. You can call it honesty, transparency, ethics, CSR--whatever you want. They are all rooted in the same ground and they are all necessary. Reputations are worth taking the time to build, but remember they are easily destroyed.

WORK ON YOUR BRAND.
Before I handle someone else's image, I need to create my own. Denise Fernandez of the Julden Group shared excellent ideas regarding self-branding. My client needs to know what I represent and who I aim to be. When this is established, I can then work on their name and how the media views them.

STRONG WRITING.
Enough said. If you don't like to write, or you're not "good" at it--run the other way.

HAVE GOOD PRESS RELATIONS.
Create and maintain strong relationships with media people that relate to your clients. Have a thorough media list with your key contacts and keep up with them. Wayne Hickey of Weber Shandwick suggests sending an email or making a phone call ever so often to act as an information source or sounding board. Even if it doesn't mean getting your client press. Also, Hickey suggests avoiding "transactional relationships"--that is asking for favors without doing anything in return.

LOVE TECHNOLOGY.
Although you "love" is a strong word, the internet and other developing forms for technology is crucial to succeeding in P.R. I can remember back in high school when a teacher asked me to email my homework in as an attachment--my heart started beating fast as I thought there was no way I could figure that out (and had little desire to learn). I've moved past that closed minded and eaily-intimidated mind set and started to embrace the technology culture, and the experts say you've got to. Blogging is a prime example of one of the emerging forms of technology being used as a communications (and learning) tool for the P.R. industry. Ms. Fernandez also professes the power of SMS messaging, or text messaging.

NETWORKING, NETWORKING & NETWORKING.
It sounds cliche and expected, but it is one of the most valuable public relations tools you can have, and it all comes from you. There are basic concepts to networking such as the "6 degrees of separation", "treat everyone respectfully" and "you never know who you're going to meet". Such widely accepted ideas are then applied to the act of networking--introducing yourself, having a business or calling card to give and receive, following up with someone and creating a mutually beneficial relationships.

Similar to Mr. Hickey's advice for media relationships, it is important to keep in touch with people you meet so you don't simply calling them for a favor when needed. Denise Fernandez suggested the use of networking websites to promt your connections--the sites allows you to visualize how many people you are connected to; it kind of solidifies the concept of networking. It's safe to say networking isn't going anywhere and can happen everywhere. As Pat Porter of the Dallas Business Committee for the Arts told our class, every elevator ride is a 30 second chance to introduce yourself, ask who they are and say what you do.

Bad P.R. = Good P.R., Part 2

2006-04-20T10:22:00.000-07:00

A New York Times article about Kate Moss makes a good addition to my thoughts about clients having badly.

Kate Moss was recently caught in a compromising situation regarding her use of cocaine. Pictures made headlines, prompting questions about the future of her career. Well, she may have been dropped from a few companies, but she isn’t going anywhere.

Maybe it’s the photos—providing unquestionable evidence that she is a user—but I don’t see why anyone would question her career length now when she was made famous by her “Heroine Chic” look of the early ‘90s. Miss Moss’s career thrived on the drugged out description and earned her praise by the fashion industry as a sexy and fresh face. Does damage control really matter?

There are plenty of bad boys and rich-people-done-wrong in Hollywood (or New York, the only two cities that matter in the media’s eyes.) Some make it out alive, and some don’t. Britney Spears has not only fallen off the A-list (and B-list), but she has been cruelly labeled a bad mother who has lost her looks and is married to a gold digger. Think P.R. can help her image?

Is Any P.R. Good P.R.?

2006-04-19T16:36:00.000-07:00

Just when we thought Tom Cruise couldn’t ruin his image any more, he did.

For the past nine months leading up to the birth of little Suri, Cruise has been attacked the media and over-exposed on the pages of many glossies such as Star and Us Weekly.

In addition to the TomKat over-saturation, his name is tainted with controversy. Whether it’s his view on anti-depressant medication or the silent birth practiced by Scientologists, enough is enough.

Last November Tom hired entertainment P.R. firm Rogers & Cowan to replace his sister in representing him. What a daunting job. With someone like Tom Cruise (or Paris Hilton, or Michael Jackson), how do you succeed as a good publicist when your client follows a cycle of self-sabotage? How long do you put up with them before you quit?

You think Scott McClellan has a tough job, how do you clear up rumors of your client eating their baby’s placenta? I don’t think I would last half as long as McClellan did with W.

In learning the fundamentals of public relations, you hear a lot about crisis management. To me this means a business facing an illicit scandal, a CEO’s indictment or a financial disaster.

When it comes to “The Biz” crisis management often takes on the role of image management. No one really cares about the devastation of a drug addiction or divorce; the Hollywood folks are concerned over how the “crisis” will affect the box office, if their client will work again or if Chanel still wants the star to represent their perfume.

Clearly the smog and the sunshine do strange things to many of the minds in Hollywood. However I think the P.R. challenges within the industry are overlooked or disregarded because they often are so preposterous.

When the birth of TomKat’s offspring is announced in the first 30 minutes of the Today Show, I think it’s safe to say pop-culture drives our society. Could this mean the role of the entertainment publicist is more influential than one might think?

What's Your Brand?

2006-04-10T09:30:00.000-07:00

On Friday I attended a PRSA Dallas Pro-Am Day luncheon with Denise Fernandez as the keynote speaker. The president and CEO of the Julden Group provided an excellent presentation chock full of information about buzz marketing and the future of mobile media, as well as advice and ideas regarding networking and personal branding.

By now I’ve realized successful public relations pros tend to be “Renaissance men”—they need to be ready to meet their clients’ demands regardless if it’s “in their field” and must be knowledgeable in a breadth of subjects.

Marketing and publicity are now thriving through media such as MySpace, text messages and blog—the more innovative and creative, the better. Ms. Fernandez insisted that everyone at the luncheon should learn the language of “html” and explore web design. Every bit she covered in her hour-long presentation was fascinating and relevant for an eager novice like myself, especially the ideas regarding networking and personal branding. She provided invaluable advice that will help one stand out in the P.R. industry.

The Julden Group exec emphasized the importance of marketing yourself and deciding what you want your brand to be. Most people think they present themselves one way, when in reality they’re seen in another. She suggests if one has the time, and courage, to spend a weekend creating a collage of words, colors and images that you think represent who you are. Show that collage to your friends, family or colleagues. Do they see you in those images? Ms. Fernandez said 80% of the time they don’t.

Whether it’s stationary, your resume, or your hairstyle, it’s important to recognize what image you are presenting of yourself and if that is how you want to be seen. This is easy to overlook when you’re breaking into public relations because much of your focus is on your client and representing them properly that you may neglect your own image. Did you ever think you’d represent yourself? Be your own publicist? This kind of representation isn’t just for public relations folks; it carries out into all aspects of human interaction.

Ms. Fernandez provided some websites such as Plaxo.com and ZeroDegrees as places to start networking. Although some might keep an old-fashioned Rolodex or rely on Outlook’s address book like I do, she suggests using an organized online network to keep in touch with the people you meet along the way.

A business card wont take you very far if you don’t follow-through with it. She stresses that these networks must be mutually beneficial relationships to keep strong bonds. That is, you scratch my back and I’ll scratch yours. It’s too competitive of an industry to hand out favors and not get anything in return. Spread the word…

Keeping Up With The Joneses?

2006-04-04T10:08:00.000-07:00

Looks like everyone's trying to keep up with the Next Big Thing...

The New York Times published an an article today regarding the competition ad agencies face in keeping up with the newest and latest in the biz. Advertising, much like public relations, is forced to abandon some old tactics and replace them with the creative, innovative and tech-friendly.

Anthony J. Hopp of Campbell-Ewald says agencies wont succeed with 30-second commercials, instead they must find “new ways to engage and connect with consumers.” As the media becomes increasingly customized for consumer needs, companies survive on their branding to fit various demands.

“Old school” Coca-Cola is a prime example of a once classic brand becoming progressive and maybe even “edgy”.

The New York Post published a piece about Coca Cola promoting itself though an entertainment website, Stageside.tv, featuring their own branded music and encourages file sharing. By associating themselves with pop artists, behind-the-scenes videos and iPod friendly music, Coca Cola shows the public they embrace new forms of marketing and can meet the needs of young consumers.

They may be a leader in soda pop beverages, but they now want to dominate the market of cool branding. Kind of like media mogul Rupert Murdoch, 75, purchasing Myspace—an internet craze amongst young people. He spent a lot of money and had people doubting him but now media execs are green with envy as they watch this form of digital entertainment taking off.

Whether it’s a media conglomerate, ad agency or P.R. firm, everyone is looking for the Next Big Thing as the technology revolution makes innovators and execs quick on their toes to keep up and stand out.

What you don't know can't hurt you?

2006-04-01T22:06:00.000-08:00

High school prepares you for college and college prepares you for a job, right? Or some might say college prepares you for the “real world”—as if they world I’m in right now isn’t lively and crucial enough. A phrase such as that suggests there is something more “real” than what I am living.

I’m starting to wonder how much college—any college—can prepare you for life post-graduation. Regardless of your anticipated profession.

Recently my professor, Nina Flournoy, brought in a few SMU to grads to tell us what they’re doing with their Corporate Communications & Public Affairs degree from SMU. This was our chance to see where we might be in a year or two.

They are Assistant Account Executives from Edelman. I don’t think half my class knew that they might be an “AAE” next year. I’d heard the title before, but never in the classroom. And forget what the job is called, what do you do all day?

Although I have had internships, constantly put my “feelers” out into the field of PR, and even daydream of my first full-time job après-SMU, I don’t know what it is that I thought I’d actually be doing. I think the Edelman AAEs visit to my classroom was a good wake-up call.

All I could think as these young ladies went through job details about income, holidays, job perks, day-to-day tasks, etc., was “when was I going to find out about all this?!” If they hadn’t given me the heads up now, who would’ve? There’s nothing worse than facing major surprises as you search for and accept your first job after college.

PR has become such a vast and nebulous field that there is no right path to take. While a company like Edelman might be one route to start on, I could easily find a job that fits my interests and capabilities outside of a huge public relations firm. The options are endless. I love that.

I think those “above” me—in both their work experience and power held through certain institutional hierarchies—scoff at the sentence, “I want to work in PR.” They don’t think we know what PR really is. Partially true. How will I truly know PR until I give it a try? Communications students hold an awkward position in the PR field: we have the fire in the belly and are green with skills needed for the job; we just don’t know what that job might be.

No one is to blame. Since when has a professor had the responsibility of a sitting an undergrad down and giving them the nuts and bolts of life after that fateful day in May? I think half of what I know about PR is from the classroom, the other half is from my in-field experience. You can’t know PR without being out there and doing it. At the same time, that can’t be held against us—how will we know PR unless we try it?

PR Can Take You From Geek to Chic

2006-03-27T10:29:00.000-08:00

Our most recent class assignment was to examine a case study and provide our own analysis. When I was looking through the Holmes Report, a Publicis Dialog case caught my eye.

At the turn of the century the United Soybean Board faced threats concerning the safety of soy products. The public became aware of risks involving trans fats (which are found in hydrogenated soybean oil) and agricultural biotechnology (which is how many soybean seeds are enhanced). Concerns about cancer and cholesterol were linked to soy products too.

Publicis worked with USB to create a program that dealt with issues management and the promotion of USB’s Better Bean Initiative. They targeted key people in the food and feed industry, influencers such as media representatives and healthcare professionals and consumers concerned about cholesterol and heart health.

In one analysis of the mainstreaming of soy, Publicis’ campaign was described as moving soy from “geek to chic”. Well, it worked.

Through trade shows, newsletters and websites Publicis helped promote the important role of soy in preventing and treating diseases as well as general awareness of soy products (e.g. soy milk, tofu, soy flour).

In turn, the volunteer farmers who comprise the USB and represent 600,000 soybean farmers nationwide benefited from the maintained market share, increased consumer awareness and increased use of resources.

As for the public, not only is soy a household name but less people turn their nose up at tofu and embrace delicious products like Soy Crisps. PR might have made soybeans somewhat chic.

Wal-Mart Bloggers Raise Issue of Transparency

2006-03-07T11:19:00.000-08:00

Transparency—it’s a never-ending theme in public relations.

The New York Times published an article today (http://www.nytimes.com/2006/03/07/technology/07blog.html ) about bloggers posting pro Wal-Mart statements that essentially came directly from the company. As Wal-Mart faces public scrutiny for employee health care, bloggers have the potential to boost the retailer’s image and reputation.

Marshall Manson, a blogger and Wal-Mart rep, contacted bloggers who wrote about Wal-Mart and offered to send them emails about the company, kind of like insider tips.

Although “inside information” is not typically credited to a source, because it’s given inter nos, situations such as this make me question the integrity of some companies as well as the field of public relations.

If a company is feeding information to a blogger, but not paying them, what does that say about the company? What about the blogger? Sure a blogger must feel cool to be getting inside information about a big company like Wal-Mart but aren’t blogs intended for people to publish their own ideas in an open forum like the Internet?

I’m being naïve, I know. Since blogging is new to me, especially in the PR context, this simply raises an issue I haven’t thought about. Until I worked for a PR firm I didn’t know that often newspaper articles come verbatim from a press release—no questions asked. How do we distinguish the difference between a writer using a press release for their article and a blogger using insider emails and company documents for their latest blog topic? Especially when a big company’s image (read money) is at stake.

Chitter Chatter

2006-03-04T13:50:00.001-08:00

Someone might be “listening” to the chatter on your blog.

The Washington Post printed a story relevant to my blog yesterday (http://www.washingtonpost.com/wp-dyn/content/article/2006/03/02/AR2006030201829.html ). Really, this story is relevant to any bloggers. Nielson BuzzMetrics is a new company that uses technology to pick up internet “chatter” about various companies, products, brands and people. This can be very helpful for companies to determine which products are working, which aren’t and what they need to do about it.

As I noticed in the beginning of my blogging—though perusing amateur blogs out there much like mine—there is a lot of product promotion. What I didn’t realize is that it may unintentionally be strengthening or hurting a company’s image. Although chatter isn’t powerful enough to make or break a company, it can be a helpful resource to determine where they stand with the technology inclined public.

“It surprises me that it is possible to create something that can have that much impact on how people view what's going on in society,” said Jill Manty, an Olympic sports blogger, in the Washington Post article.

For many bloggers out there who want to get their voices heard, this might be their big break.

Technology Takes Over

2006-02-27T09:17:00.001-08:00

Publicists are no longer mailing out formal press releases to various media people and diligently counting the hits in each publication—we’ve established that. With the domination of technology in public relations, “message pickup” is the new goal.

Wayne Hickey of Weber Shandwick explains that blogging and podcasting are new media tools to get the message out, and RSS is a way of tracking the message. With the expansion of these technologies, it is important to know who you want to target and which tools to use. At a large corporation like Weber Shandwick, they might target print, online and broadcast press and blogs on a select basis. A small PR firm might have a better chance getting ink by pitching to a blogger rather than the New York Times. Thus each publicist will pitch their message in a different format using different tools.

Part of this technology movement expands consumer’s access to the messages. It started as simple as newspapers going online—you no longer wait for the morning paper to be delivered because you can access a story often the night before online. It is a 24/7 world of information. Press releases are posted online allowing all Internet surfers access. This may change the way a PR pro will write the news release—it’s no longer written solely for a reporter.

Consumers also have greater access because of portability. Audio and video podcasting allows the consumer to choose when they watch a video rather than when a network broadcasts it. If this proves to be a successful tool, the “message” will be picked up more. News Corporation just announced a new venture that will "insinuate itself into millions of cellphones" (www.nytimes.com/2006/02/27/technology/27mobile.html). They have jumped on the bandwagon of mobile media--consumers can purchase videos, graphics and music through their entertainment store Mobizzo. As the New York Times article points out, all media companies will have their eye on this business that New Corp is starting.

It'll be interesting to me to see how far technology will infuse media and public relations. I don't see myself paying for audio or visual broadcasts on my cellphone or my iPod--but then again I never thought I'd have a Blackberry or an iPod.

Are tech-media companies creating products to meet the needs of consumers, or are they creating something to serve a craving before the consumer has it?

Practical PR Tips

2006-02-13T10:15:00.000-08:00

Getting Ink for Your Client

The increase of blogging within public relations is blatant proof that the industry is no longer what is used to be. In order to be good at your job, you have to keep up with the latest trends and use your tools wisely. I never thought I’d have a blog—let alone for PR—but I now realize this is just the beginning. With the constant evolution happening “out there,” traditional methods for projecting your message must be fine tuned and often re-vamped.

I scoured through PR blogs for tips on getting your client ink. I emailed a few seasoned pros for their advice. So much is written about bad pitches and PR-gone-wrong that I found myself collecting a list of “things NOT to do.” However, nestled within the ranting and raving, I found some useful advice.

Enough about the bad pitching, let’s hear what can be good.

Steve Cody, Managing Partner and Co-Founder of Peppercom Inc., is author of the public relations book What’s Keeping Your Customers Up At Night? Having heard him speak at a PR conference last summer and followed his blog (www.repmanblog.com) for past few weeks, I reached out to him for words of wisdom. I’m always intrigued by advice from people who start their own company because they know more than anyone how to start from scratch, acquire clients, and get their clients in the press. It requires great skill—there’s no company foundation or reputation to rely on. Mr. Cody advised me to “talk to the media about the problems/issues that are keeping the client’s customers up at night and how the client provides a unique solution to that pain.” He says it’s all about “problem/solution.” Ideally it’s a proactive and people pleasing approach.

When it comes to the pitch and sending out a press release, PR Ideas (www.publicrelationsideas.com) suggests writing briefs rather than articles to grab the attention of an editor and gain a better chance of ink. The idea behind a brief, something like a 75 word list, rather than a lengthy 900 word article, is that it feels less promotional and it’s easier to fit on a page. As soon as a reporter feels like the PR pro is “selling” the story, it’s in the garbage can. A brief is also easier for a writer to read quickly and decide if it’s of interest to their readers. Whatever you send to a reporter, making it press friendly will increase your chance of ink.

In general, sharpen your new releases. When a reporter is flooded with poorly written press releases, they’re going to be thrown out. This message consistently appeared in my search for PR advice. Strategic Public Relations (http://prblog.typepad.com/) recommends working on the content of the release rather than the format. They liken the press release to blogs in that they are both tools for PR, and each tool is useful for a particular job.

Michael A. Burns, president and CEO of Michael A. Burns & Associates, insists that good journalism is the key to getting ink, much like the suggestions made by PR Ideas and Strategic Public Relations. Writing a tiered new release in AP style will make it easy for the reporter to place your story. During an interview I had with him, he asked me if I knew what “AP format” was. Of course I do, it’s taught in communication classes and I have the manual sitting on my bookshelf. I realized he must have asked me because of the poor writing sent out these days by the public relations amateurs. After sending the release, Mr. Burns often sends a private email and makes a phone call to follow-up and explain why this story is different than the routine release.

Jeremy Pepper, founder of POP! Public Relations and new addition to the Weber Shandwick team, tells me to find the story and the angle and make it good. Mr. Burns and Mr. Pepper, both founders of public relations firms, insist that a unique story rather than a run of the mill new release will stand out in the sea of homogeny. It is key that the writer sees why this client this different than the others.

Mr. Pepper also recommends you have a good media list. It’s practical and simple and will make all the difference when you want to reach a certain audience. I learned this while interning at a PR firm last summer. My “boss” made sure we both had the same copy of her media list, and it was my responsibility to keep it updated. Know their phone, fax and email and their preferred form of contact. Although compiling a solid media list can be tedious and somewhat boring, it’s essential to good PR. Mr. Pepper emphasizes how important it is to have a list of the reporters that would potentially cover your client. That is, if you represent a musician, you’d want to be friendly with arts & entertainment writers at various newspapers and magazines. He has a concert in Sacramento? You want to know the music reporter at the Sacramento Bee. By building a strong relationship with them, you’ll have a better chance of getting your client ink.

In an age of email obsession, it’s easy to forget that tried & true means of communication sitting in a cradle on your desk—the phone. Although each reporter has a preferred form of contact, talking to someone is the most direct way to get your message across. Jeremy Pepper instructs, “Don’t leave voicemails, but get someone on the phone.” This is your chance to push your client, explain the story and set up the interview.

While these tips are straightforward and seemingly simple, perfecting each tactic will help make you a pro. It’s easy to forget the basis of good public relations: sharp writing in AP format, press friendly materials, media contact information and verbal communication skills. Regardless, I know there is more advice out there waiting to be absorbed and I’m determined to find it.

Blogging as a PR Tool-The First Taste

2006-02-03T07:16:00.001-08:00

I’ve never had an interest in blogs.

The first time I heard about one was in the New York Times Sunday Styles section. A young woman in the city exposed her working and dating life in New York, attracting a significant group of followers. I meant to check the blog out, but never got around to it.

Months later, my dad emailed about a famous blogger, Ana Marie Cox, (www.wonkette.com) who recently spoke on a panel he attended. I didn’t understand how and why these blogs gained such attention—why would someone care to read a web diary?

As I began researching blogs, I found them to be more than a web diary, but a new channel of communication. Blogs have potential; it’s a small culture that I think can become a successful and competitive way for companies to promote their image or publicize a product in a tech savvy forum. Carefully.

For years I’ve enjoyed browsing Daily Candy (www.dailycandy.com) for interesting products, new restaurants and fun weekend activities in different cities. A self described “ultimate insider’s guide to what’s hot, new, and undiscovered — from fashion and style to gadgets and travel” the website now had nine editions that various cities.

There’s a strong resemblance between Daily Candy and some fashion and lifestyle blogs, although it isn’t a blog per se and they clearly state, “there is no pay for play.” I think as blogging expands a fine line will blur between promotional websites and blogs, advertisements and public relations.

Blogs can send messages in ways we haven’t before. Unlike broadcast news, magazines and newspapers, blogs lack the screening and censorship that limit what’s said and what’s not said. This could be a problem in regards to credibility for a company or individual. “Getting ink” is no longer exclusive—bloggers can throw a product or name into their posts easily and instantly.

Many P.R. executive’s blogs express views on media news through their posts, allowing them the opportunity to make an opinion separate from the company, yet with the company name tagged on. A blog can build their credibility or destroy their reputation.

It’s like a more formal and glamorized fusion of message boards and instant messaging. Richard Edelman, CEO of Edelman, (http://www.edelman.com/speak_up/blog/) uses his blog to respond to ideas expressed in other blogs such as a story written by Tom Foremski in the Silicon Valley Watcher (www.siliconvalleywatcher.) In Edelman’s January 13th post, he debunks public relations fallacies proposed by Tom and speaks directly to him as he clarifies key points.

P.R. pros talking through blogs is like an informal and public form of networking. While private emails may be exchanged, fellow bloggers see their dialogue and evolving relationships.

Right now, blogs are just another communication tool in the P.R. toolbox. It’s too early to tell how significant of a role they’ll play, but it’s fair to say they’re worth a try. I look to blogs created by public relations pros such as Jeremy Pepper (www.pop-pr.blogspot.com) or Steve Cody (www.repmanblog.com) to see what approach they take.

One commonality that’s apparent in all P.R. related blogs is they know the news. Not only do these P.R. blogs address issues within their industry, they comment on politics and technology, and hit the P.R. implications.

Text Messaging

2006-02-02T12:29:00.000-08:00

In browsing some blogs the other day, I noted a "prediction" made by Mike Manuel (www.mguerrilla.com). He thinks instant messaging and text messaging will be commonly used forms of communication within public relations. Although instant messaging has a certain stigma such as a middle schooler sitting at home after school in front of the computer, it is a fast and easy way to increase a professional's level of multi tasking. One can be on the phone, writing an email, and checking an instant message simultaneously. It might cause a mental overload, but it helps get the job done. Instant messaging in the work place might not be frowned upon as a silly social tool within the office, but regarded as an effective external PR tool that can be used at all hours. I definitely saw this in action at Rogers & Cowan and can see how it is an easier way to communicate rather than picking up the phone, dialing out, being connected then reaching a voicemail.

On a similar note, text messaging is another useful external PR tool. I think a great example of it's effectiveness is a video clip of Charlize Theron (shown on Extra) stepping of the airplane and telling cameras her publicist text messaged her the good news of her Oscar nomination. There you go--PR on top of PR.

5 Talking Points in PR Today

2006-01-30T11:07:00.001-08:00

Here are some issues that I find relevant to public relations today. I think many of these topics have been and are being addressed through blogs and other forums for opinion. What people easily forget is that these topics affect them in some way or another, regardless of their profession.

1. Job safety. The recent deaths of the miners in W. Virginia has now brought about more awareness of the dangerous risks that come with the job.

2. There's my truth, your truth and THE truth. The issue of honesty has been put in the limelight once again as the battle of Oprah vs. James Frey has been blown up in the media leaving many questioning the difference between a memoir, fiction and non-fiction and what it means to "dupe" Oprah.

3. Claifying the term "public relations"--explaining the profession and exploring the many branches of the broad field. Professionals can use their blogs to debunk falacies and restate their purpose.

4. Making and strengthening relationships with clients.

5. Politics, politics and politics. Politics are driven and shaped by PR professionals and constantly appear in the media in every way. Ana Marie Cox's blog www.wonkette.com comments on cuurent events in the Washington world.