In addition to insights shared at PCC programs and via PCC Dateline, check out some of our members’ expert advice and resources offered through PCC.
Writing for AdAge, Michael Bush noted: “Like every other marketing sector, the PR industry took a beating in 2009. But unlike the last major downturn in the PR business, which was brought on by the dot-com bust and 9/11, the industry is experiencing a much quicker rebound this time around — and a good part of the credit might to social media.
He reports that PR has seen increased and broader assignments from current clients, closer relationships with CMOs and a much bigger pipeline of new-business pitches.
This is evidenced by new data that shows that three-quarters of the 59 agency CEOs and CFOs surveyed by the Council of Public Relations Firms reported growth in the first half of 2010 vs. 21% in 2009. A majority (81%) of those surveyed are also expecting growth in 2010 overall revenue.
And 75% said the new-business pipeline is stronger than it was a year ago, compared to 33.8% who said the same thing last year.
Spending on PR will hit $3.4 billion in 2010, an increase of 3% over 2009, according to Veronis Suhler Stevenson, a private-equity firm that publishes annual reports on the state of the PR industry. It expects that number to hit $4.4 billion by 2014.
John Suhler, co-founder and president, said growth in the industry is being accelerated by a significantly increased rate of client adoption of social media and word-of-mouth marketing techniques.
PR, up until now, “wasn’t central to a corporation’s overall branding strategy,” Mr. Suhler said. “There is now an opportunity for the PR profession and practitioners to use these [digital] tools and make PR a more important part of the communications arsenal.”
“More and more it’s being taken for granted by marketers that social media and digital falls in the PR space,” said Harris Diamond, CEO of Interpublic’s Constituency Management Group, which oversees Interpublic’s PR shops such as Weber Shandwick, Golin Harris and MWW Group.
“And the whole engagement concept and lack of trust people have in authority figures or characters telling them what to buy or where to invest plays to our strengths.”
“The space is about listening and understanding what has impact with consumers,” he said. “PR agencies are more fundamentally aligned with the social-media structure and [know] how to figure out what things might resonate with consumers far better than a digital shop, which is more about the technology.”
The fact there’s debate over whether marketing and PR should remain separate is evidence of PR’s growing importance, said Ray Kotcher, CEO of Ketchum.
“You are going to start seeing decisions about whether marketing should report to PR,” he said, adding that he’s witnessed significant budgetary shifts from creative agencies to PR shops at some clients.
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Dateline editor, PCC board member and former PCC president David Brimm is president of BrimmComm, Inc., a full-service public relations and marketing communications firm.
Writing in Smart Brief on Social Media, Tim Berry talks about the need to integrate metrics into your social media plan. He proposes “they are the best possible drivers of good business planning processes and collaboration, because metrics can make feedback, the toughest part of management, almost automatic.” His measurement tool of choice is Klout, which offers metrics on social media influence, so you can go beyond just counting followers or friends or whatever.
He likes klout.com because Klout gives you a numeric score for your Twitter presence. So if you’re dealing with social media performance for a team, in business, maybe you can set goals for Klout scores and then follow up. Include the Klout score in plan review sessions.
What’s your score? What’s going to be your score goal for your management metrics? If you click on the link below, there is a Klout metric that will measure your Twitter presence.
http://timberry.bplans.com/2010/05/metrics-twitter-management-and-klout.html
Dateline editor and former PCC president David Brimm is currently president of BrimmComm, Inc., a full-service public relations and marketing communications firm.
As a huge Mad Men devotee I was delighted to see that the ad agency was pioneering integrated marketing.
Kicking off the new season, ace copywriter Peggy Olson decides to help spur sales for a ham brand by staging a fight at a supermarket over the last ham, and then alerting a reporter to the event. It gets great coverage and leads to a new campaign with a headline: “Ham so good you’ll fight over it.” A perfect IM event lead by PR.
Earlier in the show, agency partner Don Draper sits down to an interview with AdAge and proceeds to give a smarmy interview that gives the agency a negative image. This takes place in the ’60s, way before media training was in vogue.
Chastised by his partners he sits down for an interview with The Wall Street Journal where he does a 180 and starts to tell the reporter way more than he should.
This should be interesting next week. But I couldn’t be happier that PR was given a “cameo” in this great show.
Writing in Marketing Daily, Sarah Mahoney picked up a press release from Cramer-Krasselt in which the agency released this year’s version of its “Cultural Dictionary,” which a spokesperson described as: “to present a tiny ‘cultural snapshot’ with each word, and a little insight into the trends and events that spawned them.”
My favorites:
Gagalicious An adjective for outrageous, ornate or over-the-top style
Twittercation Taking a vacation from Twitter
Charitext To donate to a cause by sending a text message
FOMS (Fear of missing something) ,which happens when people are without their mobile device or Internet
But my favorite phase, which needs no definition: “Appholes.”
This is a follow up to my first film column, which rated films/TV shows based on the way that PR people were protrayed. The original post also is on the PCC site.
A Star is Born
Yes, this classic was first made in 1937, then in 1954 and finally in 1976, but I only count the 1954 version starring Judy Garland as Vickie Lester/Esther Blodgett and James Mason as Norman Maine. We all know the story of the young singer/actress (Garland) who becomes the ingénue and ultimate wife of the besotted Norman Maine (Mason), who makes her a star and almost destroys them both in the process. This makes the PR list because of Jack Carson’s portrayal of Matt Libby, the studio publicist who tries to save Maine’s career despite his loathing for this egotistical drunk. Carson’s portrayal is less than exemplary but he gets the job done.
PR portrayal grade: B+
People I Know (suggested by Magda Klimkiewicz)
This 2003 drama stars Al Pacino portraying Eli Wurman, an old-style publicist operating in New York and described as “a P.R. guy who is still working long past his sell-by date.” A sweep of photos from his glory days opens the film, making it clear that he once represented the biggest and the best in music, movies and politics, but he also was politically active during the ’60s. His only big client today is Cary Launer (Ryan O’Neal), a revered actor who has come to rely upon Eli to clean up any mess in his personal life. .
Eli gets involved in Cary’s life, and according to the film’s synopsis: “much more when he witnesses events so astounding in their corruption — and so high up in the political and social echelons of his beloved Manhattan — that even he, a jaded publicist, is aghast.”
PR portrayal grade: B+
In the Loop
This 2009 farce follows the antics of the British Prime Minister’s chief spin-doctor Malcolm Tucker (Peter Capaldi) and Director of Communications Judy (Gina McKee) as they grapple with the ineptness of Simon Foster (Tom Hollander) the British Secretary of State for International Development. After Simon accidentally backs military action on TV, his staff must rein him in before he single handedly commits England to an Iraq War they are not ready to endorse. Capaldi’s Tucker is cringe-worthy, with the ability to string together profanity and threats that make people weak in the knees. McKee who is despised by the staff for her cynicism and equally adept use of profanity, doesn’t even merit a screen credit beyond “Judy.” At times hilarious, this film will conjure up nightmares for anyone who has had to work with a spokesperson who simply cannot take direction.
PR portrayal grade: B
Jersey Girl (also suggested by Magda Klimkiewicz)
Ben Affleck portrays Ollie Trinke in this 2004 drama/comedy, a slick music publicist “who is transformed by an incredible emotional journey.” Affleck does a good job explaining his role: “Here’s a guy who is work-oriented, he’s a publicist who spends a lot of time in the music business, and he’s unaware of the sort of dual nature of it. On the one hand his job is fun and glamorous and sexy, and on the other hand totally irrelevant to anything substantial in the real world. So, it takes this really significant relationship with his child to make him reevaluate his life.” We really don’t get to know a great deal about his PR capabilities, but he certainly gets high moral grades.
PR portrayal grade: B
Flags of our Fathers– (suggested by PCC member Jen Healy)
This 2006 Clint Eastwood film takes a jaundiced look at WWII, when the American Government’s war chest was empty because the American people were losing faith that the US could win the war so they cut back on buying war bonds. So a campaign was launched using the photo of the Flag Raising at Iwo Jima to raise American patriotism and money for the war chest. John Slattery plays Bud Gerber, the treasury Department’s chief PR operative, who creates a national media tour built around the three surviving men in the famous picture: Doc Bradley, Rene Gagnon and Ira Hayes. But the three marines learn that the story concocted by Gerber and the government that was released to the press is full of inaccuracies and the three survivors grapple with the truth. More than one reviewer has found similarities to the Jessica Lynch rescue during the initial stages of Operation Iraqi Freedom in 2003 that was designed to booster support for the war. Gerber has an ethics shortage, but he was successful in his assignment.
PR Portrayal grade: C
A Mighty Wind
As in past Christopher Guest “mockumentaries,” the 2003 “A Mighty Wind” skewered a piece of Americana. In this case, it was the folk music scene. Fred Willard plays the character of Mike LaFontaine and Jennifer Coolidge portrays Amber Cole, the two principals of the Zipken Group, the most inept publicists ever to represent a client. The Zipken Group was retained to promote the big reunion of old-time folk singers. From the onset, it became apparent that they knew nothing about folk music, or about anything else. At one point, Amber Cole discusses how smart it was for people to create toy trains so that train manufacturers would know how to build real ones. PR from two true air heads.
PR portrayal grade: D
From my experience, it’s often the little things that make all the difference in the daily routine. Days become hectic, but if you have a plan in place to handle the details, stressful times will be much more manageable. I’m trying to hone the following three skills in my day-to-day workload as they have become essential to my productivity.
Craft a mean one-pager – The field of public relations focuses a great deal on sharing information and expanding successful methods. In order for these methods to continue improving, the creators need to inform the adopters. Writing a succinct, yet informative, one-pager can be considered the number one resource in this situation. Provide the background and current process and close with suggestions for advancement.
Triple-check your work – Whether it’s a request from the client, a response to your manager or a project for the intern, review the materials. From the top of the totem pole to the bottom, reviewing will assure consistency across the board for your work. As a short-term accomplishment, you will avoid mistakes or unnecessary questions, and in the long-run, your efficiency to produce the best materials will become standard.
Perfect your email correspondence – If it’s a media contact, ask a colleague to review your messaging. Feedback from a senior level team member can provide assurance your subject line is eye catching, the email content is the best explanation and overall, that editors will take the time to read what you have to say. Remembering to include your signature at the bottom of every email ensures the recipient can get a hold of you immediately.
What other tips fall under the category of the “little things” for you?
The newest warning from the techie community is that PDF files aren’t necessarily secure. In fact, it’s possible to embed malicious programs inside PDF files. Some security experts think that problems with PDF files may be a bigger security problem than Windows itself is. The usual warning applies: Do not open PDF files unless you are sure what they are and who they came from.
Guest blogger Stephanie Florence is assistant account executive with JSH&A Public Relations.
After a #u30pro chat highlighted this topic and from participating in conversations myself on being overwhelmed as a newcomer, I wanted to share a few insights on how to avoid these feelings. PR is the kind of industry that requires us to be on deck at all times. From consistent deadlines to last minute client requests and everything that falls in between, there is plenty to keep us busy.
Plan – Staying organized can only benefit you in the long run, especially when those last minute projects arise. When the fast projects come into play, take this opportunity to master how efficient you can be. An accelerated pace will teach you just how much you can take on in your position. And if nothing else, understand that it will all get done. You were chosen for this position for a reason and don’t you forget it.
Reach out – Talk to your supervisor or another colleague about your concerns. Speaking with someone can help you prioritize your tasks, gather advice on managing your time and ensure you are leaving the office at a reasonable hour.
Take some time – In order to keep your stress level low, listen to music, walk away from the desk or simply take a few deep breaths. Working through lunch is not always the answer. Problems can often work themselves out if you step back and look at them from a new angle.
At the end of the day remember this: Being overwhelmed is not a sign of weakness. It means you are still growing and perfecting the way you work. The important part is how your react to the projects at hand. Work through them, keep a level head and be prepared to take on whatever is next.
Newcomers are just as likely to become overwhelmed as seasoned professionals – can you share any suggestions on how to avoid it?
PCC Insider guest blogger Stephanie Florence is assistant account executive with JSH&A Public Relations.
I may have graduated, but I haven’t left behind my student mentality. As a newcomer, I’ll be sharing insights into the public relations industry offering my point of view on this idea they call the “real world” from the eyes of a professional, yet student at heart.
I am currently an Assistant Account Executive with JSH&A Public Relations supporting programs on behalf of The Hershey Company, Nestlé Purina PetCare and Flings Bins. I graduated from the University of Illinois in Urbana-Champaign with a Bachelor’s degree in Media Studies and a minor in Political Science. I hail from the South Side of Chicago and, as a performer growing up, take advantage of live music and dance classes at every available opportunity.
This week I look at what is often considered the most difficult part of the process: getting your foot in the door.
These are a few of my suggestions – can you share additional tips for fellow newcomers and students preparing to take the leap? I look forward to sharing my perspective while maintaining my mantra as a new PR pro: “real world” pending… student always. I hope you’ll join the discussion.
Feel free to connect with Stephanie via LinkedIn, Twitter and Posterous.
Advice and Perspective
(Published January, 2009)
MY LIST OF WORST PR PORTRAYALS BY AN ACTOR
By David Brimm
As public relations professionals, we could all use some ego gratification from tine-to-time, so it’s been kind of fun to see an increase in the number of actors or actresses who have taken on the role of a PR or communications person in a film or on TV. Trouble is, most portrayals of PR people are characterized by over active libidos and/or the ethics of a slug. So in light of the scheduled February 22 broadcast of The Oscars, sit back and review my list of the worst of the bunch (with two redeeming portrayals).
Sex and the City
Kim Cattrall portrayed Samantha Jones, a really hot publicist who put a new spin on the word “relations” in the term public relations. She had relations with clients and reporters alike, and her ethical approach to her profession was non existent. Hey, I’m not saying she didn’t get results and added some sizzle to the publicist biz, but she’s’ just another reason for people to call us “flacks.” Or in her case, worse.
PR Portrayal grade: F
Phone Booth
In this 2003 movie, Colin Farrell portrays Stu Shepard, an arrogant, selfish, foul-mouthed and dishonest publicist, who contemplates cheating on his wife with Pam, a young actress portrayed by pre-L. Ron Hubbard, Katie Holmes. We see a disdainful Stu lying to clients about work he hasn’t done, and mistreating an eager young assistant who follows him around like a puppy. A real disservice to hardworking publicists. We almost wish that Kiefer Sutherland does shoot Stu.
PR Portrayal grade: F
Sweet Smell of Success
The performances in this 1957 film by Tony Curtis and Burt Lancaster are so terrific, I hate to have to include it on my list. Tony Curtis plays Sidney Falco, a reprehensible press agent who will do anything to get on the good side of Lancaster’s J.J. Hunsecker, the most arrogant and prestigious newspaper columnist in New York (modeled after Walter Winchell). To ensure that Hunsecker continues to include his clients in his column, at the urging of Hunsecker, Falco sets out to ruin the reputation of jazz guitarist Steve Dallas (Martin Milner) who against Hunsecker’s wishes, has begun to date his sister. A great movie, but a horrible depiction of press agents.
PR Portrayal grade: D-
Memphis Belle
In this 1990 war film, the officers and crew of one United States Air Force B-17 bomber, called Memphis Belle, is on its 25th and final mission, a daylight raid over Germany. This successful mission will be a big propaganda coup for the Army since the US was experiencing horrific loss of planes over Germany and now there’s a “feel good” story about the bombing raids. John Lithgow plays Col. Bruce Derringer, an obnoxious and pushy Army public relations man who goes to England to prepare a publicity campaign featuring the Memphis Belle’s crew. Lithgow plays such a despicable character that even the NY Times movie reviewer had this to say about his portrayal: “The man is incredibly callous and unfeeling, which seems to be the movie’s attitude toward public relations, though the original Memphis Belle was a product of the Army’s same public-relations machine.”
PR Portrayal grade: D+
China Syndrome
This 1979 classic gave a boost to investigative TV news reporting but cast a jaundiced pall on the nuclear industry and on public relations. James Hampton portrays the head of public relations for the fictional Ventana power plant. While he is giving a routine tour of the plant so that a TV reporter portrayed by Jane Fonda and her cameraman (Michael Douglas) can shoot some “B roll,” the plant starts to ominously shake. Fonda and Douglas go into their “save the world mode” while Hampton goes into his “lying, sniveling worm” mode to try and kill a story of what will be recognized as a major plant design deficiency. In the end only Jack Lemmon gets killed. This film may have been the impetus for PR folks everywhere to have a crisis communications plan on hand.
PR Portrayal grade: D+
Dave
This cute little 1993 film featured Kevin Kline portraying Dave, an earnest job counselor who looks like the twin of President William Harrison “Bill” Mitchell. When Mitchell suffers a stroke, at the behest of a sleazy advisor, Dave steps in to impersonate the President. Dave comes to learn that Mitchell was a philanderer and a crook, and that his staff was in on it, including a dishonest Communications Director, Alan Reed, played by Kevin Dunn. Dave saves the day, with some help by Reed, but Reed is not a good guy in this. We again have the lying PR person. Since the PR guy does atone for his sins, we’ll give the movie “Dave” a passing grade.
PR Portrayal grade: C
Thank You For Not Smoking
I can’t believe that Katie Holmes is again in one of these films and again plays a woman having an affair with the male lead. In any case, in this 2005 satire, Aaron Eckhardt portrays a tobacco lobbyist named Nick Naylor. I almost hesitate to add this to the list since Eckhardt is labeled a lobbyist, but seems to be more of a publicist, so there was a blurring of responsibilities. But once again, this publicist/lobbyist has no ethical backbone and represents a client even he hates.
PR Portrayal grade B-
Wag The Dog
OK, I laughed a lot at this 1997 farce about a crew of “crisis managers” who set out to distract the American public from a White House scandal involving an accusation that the President of the US fondled a girl scout during an Oval Office visit just a few weeks before an election. The solution? Robert DeNiro, who plays “Conrad Brean,” the ultimate “spin doctor” is brought in by communications director Winifred Ames, played by Anne Heche, to divert news of the scandal. They cook up a fake war, a back story, and manipulate the press to forget about the scandal. The President is reelected and the world is safe. The film was fun, and we only wish we could pull this PR coup off, but Anne Heche portrays her communications director role as a dithering idiot, which really rubbed me the wrong way.
PR Portrayal grade B
OK, to be fair, there probably were at least a few good shows or films that portrayed PR in a positive light. But I can only think of two at the moment:
West Wing
From 1999-2006 this political drama ruled the airways. A standout performance was that of Allison Janney, who portrayed supremely competent press secretary Claudia “C.J” Cregg. CJ was a dynamo, and really gave a positive boost to women in key communications positions (a far cry from Samantha Jones, who was in positions of a different kind). OK, CJ did have a fling with a reporter, but she was ethical, savvy and retained a sense of humor throughout some very stressful events.
PR Portrayal grade: A
Hancock
Even though none of us are married to spouses who can fly and have superhuman strength, Jason Bateman’s portrayal of PR agency exec Ray Embrey in this 2008 film was a refreshing look at a competent, empathetic PR professional. He gave good advice to clients, didn’t compromise his integrity, and was a success in his industry.
PR Portrayal grade: A
Let me know what shows or films I may have missed. I omitted both Broadcast News and Network because these involved media folks and not necessarily PR pros.
Contact Dave Brimm here.