Plus-Profit Publicity

Advice to Authors

2011-10-26T16:18:00.003-06:00

I am on a number of book publishing forums. Regularly, a new author complains about the difficulty of finding an agent. Others talk about self-publishing. And then I read stories of people who have paid large fees to "agents" or "publishers" and I cringe. So here are a few thoughts.

There are plenty of agents who are looking for new authors. However, you can't just bombard them. You need to find agents who are interested in the kind of book you've written. Many authors mention their agents in their acknowledgments. Look at books in your field or genre or aiming at a similar audience. Then, look at the agent's web site -- every agent has requirements for how to submit to them. One I'm friendly with requires submissions online and is very specific about the process. In return, she reviews and responds to every submission. Not all do.

Ignore any who ask for a fee. They are not real agents. An agent is a broker who represents you in a transaction for a commission. Also, any "publisher" who asks for money isn't a real publisher. A publisher is a manufacturer who licenses your product (i.e. book) and takes the risk of producing and marketing it. They get your intellectual property and pay you a royalty when they sell it (or in advance). The money goes from them to you; not the other way.

A comment on one of the forums recently said the difficulty in finding agents is leading to more self-publishing. I don't agree. It's always been challenging to get an agent. It's always been challenging to get published. Ironically, more books than ever are being published by real publishers, and most of them are sourced through agents. However, more people than ever seem to be writing books. Most of what's called self-publishing is really self-printing. Just because you now can easily get a book printed or set up for POD...that's not publishing. Publishing is a business that includes sales, marketing and distribution, editorial development, design and manufacturing. If you're not expert in these areas or willing to become competent, you are unlikely to be successful at self-publishing. There are always exceptions, but that's what they are.

Book Publicists Relax!

2011-09-09T15:00:00.001-06:00

Now authors can't make your life hell because you haven't gotten them on Oprah.

Trying to Stay Old School in a New World

2011-06-24T13:59:00.003-06:00

My father was an early adopter of technology. He had a photocopier that used spirit duplicating technology before there was Xerox. He was emailing (on Compuserve) before I understood what that was.

I'm certain that if alive and working today, he'd know you can't have a press event and try to embargo the information.

In recent days both J.K. Rowling and Nokia have bungled such situations. Rowling was announcing the new Pottermore web site. Nokia was giving a preview of a forthcoming product.

As this article points out, Apple, among others, knows that you release the information when you're ready to have it released and you really leverage the immediacy. I disagree with the premise of the headline -- it's not only tech product launches the new principles of p.r. apply to. As the internet has become a key source of fast-breaking information, the rules apply to all news

Below is the Twitter feed of BBC's technology correspondent at the Pottermore presser, and here is his later blog post on the subject.

Saturdays in the Office

2010-11-20T07:24:00.002-07:00

When I was growing up and dad had to go in on a Saturday he would take me along. We'd buy the New York Times at the newsstand kiosk operated by Al, a retired boxer, and read it on the subway. We took the D train to 42nd Street and walked past Bryant Park and the library to his office building at 50 E. 42nd.

He put me to work running off press releases on the mimeograph and doing the mailings. He taught me his method for doing mailings that I have taught to assistants over the years. Run the envelopes through the Addressograph. Tri-fold about five press releases at a time and stack them up. Line up the envelopes with the flaps extended. Stuff them all. Then line up five envelopes at a time so you just see the glue (no self-stick yet). Take a damp paintbrush or sponge and paint the glue wet, then seal each envelope. When all the envelopes have been sealed, take a sheet of fifty stamps (always commemoratives - they attract attention), crease them at the perforations in both directions and divide into strips of 5. run each strip over a wet ceramic roller (no self-stick yet) and apply.

For lunch, he would take me to a coffee shop on Madison Avenue for a hamburger special: hamburger with fries, a little serving of coleslaw in a pleated paper cup, pickle slice, and a Coke. Even better, sometimes he'd have it delivered and we'd eat in the office. That and 25 cents was my compensation.

I long for those days.

When Sales Is Also Customer Service

2010-11-15T06:37:00.001-07:00

New to the area, I selected a new dentist this April and went for a cleaning. As I was checking out, they had me address a postcard to myself that they would send in six months to remind me to call for an appointment, a common practice. All they then needed to do was correctly file the postcard and mail as scheduled.

I received the postcard, and kept intending to call for that appointment. I've done that before, and eventually I do call and make the appointment, but it could be a month or more late, despite my intentions to stay on a six month schedule.

This time something new happened. A week after I received the card, the dentist's office called and asked if I'd like to make an appointment. I was grateful they did, and made the appointment.

Perhaps it's always been the practice at this office, or perhaps business is slow. But they provided a service by reaching out to me, and made a sale at the same time.

What can you do to increase sales and leave your customers thanking you for doing so?

No Reply

2010-11-07T18:24:00.004-07:00

It's happened again.

After moving to a new area, I needed to find snowplowing for my driveway. I searched online and found a few decent looking websites for small business that do this, among other services. Only one offered an email address. I sent a message and got no reply.

A friend in the real estate business who works for a local office of one of the big franchises, had someone send a test inquiry about one of his listed properties. The inquiry didn't come to him as he expected it would. It came to another agent...who replied two months after the inquiry had been sent.

More times than I can remember, I have sent inquiries to local and national businesses, using email addresses on their web sites and sometimes web forms, indicating a desire to do business with them, and have received no reply.

I have left voicemail messages with contractors and others, requesting quotes or information, and received no reply. Some of them have big Yellow Pages ads. Why?

I'm not sure why you would publish an email address or a phone number, or even have a web site, if you don't make it a constant practice to respond to people who are interested in your business.

Even if business is good right now, it may not be tomorrow. The people you insult (and it is an insult) by not responding will not call you the next time they need work done. And they will not tell their friends about you, at least not in the way you would like.

The message is clear:

If you reply to inquiries -- potential customers -- you will stand out from the crowd. Even if you do not win that business, you will be remembered.

Is "Dress for Success" Dead?

2010-10-16T10:26:00.004-06:00

This piece is inspired by an article titled The Tragic Decline of Business Casual.

In his work life, my father dressed above his pay grade. He shopped at Wallach's and had "his" salesman. I remember accompanying him there one time. He told the salesman he wanted two summer suits. The salesman knew which suits to propose. Dad put each one on and proceeded to the tailoring platform. While they were being marked, the salesman was pulling shirts and ties to go with them. He knew Dad's style preferences. Over time, he was also able to move Dad up the price ladder. That was salesmanship! But Dad knew that to be successful, you had to look successful.

Times certainly have changed, and I admit to having mixed feelings about it.

I recently worked in an office in Colorado where shorts, sneakers and t-shirts were common. I wore them too, happily. It provided a comfortable work environment in an office where there were few outside visitors.

Before working for that company, I had regular business at their headquarters in Washington DC. Going there in the 90s, a shirt and tie were the minimum requirements for men, and if you were meeting with an executive, you always put on a jacket. A new CEO came in and introduced business casual. Today, you'll see some executives in jeans.

I like being comfortable, and I like not having to invest a lot of my pay in clothing. But I wonder if a lack of standards is a good thing.

In todays world it's so hard to decide what appropriate dress is for a given event. The toughest calls are job interviews. I think there is still truth to the idea the better-dressed people get treated better. But ten years ago I came to a job interview dressed in jacket and tie, and found my interviewers were all 15 years younger than I, and dressed in jeans or business casual. There is no question in my mind that my more formal dress worked against me.

Last week I exhibited at a trade show in San Francisco. My sense of the industry was that a suit or jacket and tie would be appropriate as opposed to the polo shirts I now sometimes wear at trade shows. Indeed, many exhibitors were dressed this way (women wearing the equivalent suits or dresses), although some wore logo shirts. Among the attendees, a sizable minority wore suits, and most of the rest were business casual. However, a fair number were dressed in sneaks, jeans and t-shirts, and some of those were ratty looking shirts and frayed jeans. Sorry, but they looked like bums. And perhaps they don't care -- they're buyers and have money to spend, so there. To me it makes them seem less serious.

I knew the world had changed when I exhibited at a computer trade show in the early 90s and the IBM folks had logo polos instead of the traditional white shirt and dark suit and tie. I think I'm OK with a more casual look in any business environment, but where I draw the line is when you transition from clean and neat, to sloppy and worn-looking.

There must still be a perception among the public that a suit makes you more important or trustworthy. Note that nearly every male news anchor or or talk show host wears a suit (with women wearing the equivalent). Would you deposit your money with a banker dressed in a t-shirt with printing on it, torn jeans and untied sneakers?

The Price Is Right

2010-08-14T07:07:00.005-06:00

Seth Godin has a wonderful post on pricing your products or services to reward your customers and partners for their loyalty.

Two personal stories, both of which relate to services whose prices have gone down radically over the past decade:

I used to use register.com for my domain registrations. A few years ago I switched to godaddy, despite their awful commercials, because they had the best price. After using godaddy, I found I also like their web site and domain management tools. So I decided to switch the domains that were still at register.com to godaddy. This required actually calling register.com. In an effort to keep my business, they offered to match godaddy's price. I told them that if they had offered that price in the first place I wouldn't have switched, but now it was too late.

For more than ten years, I have used intermedia.net for my domain hosting. They have a great service, a useful online knowledgebase, and when I do need support they are responsive. However, as more competitors have entered the field, they have remained the high-priced supplier. I am willing to pay something more to retain their excellent service and avoid the hassle of moving all my files and learning new procedures at another supplier. About five years ago, I was considering a switch, but they lowered their prices enough to keep me. But now, I am paying $35 a month for services I could get from highly rated companies for well under $10. So I wrote to intermedia on their customer service web form, giving them an opportunity to keep my business. No response. This may not be my highest priority, but I will be switching.

Do you hear what I hear?

2010-07-22T11:26:00.003-06:00

The Shirley Sherrod travesty points up how far journalism has fallen in this country. One incorrect piece of "media" posted on the internet is multiplied and amplified a thousand times by so-called news media before anyone in the business does their homework to learn whether there is anything truthful or accurate about it.

The fact that our government acted in the same fashion is disappointing at best, and not the fault of the media that led them there.

But among all the major media, none is as adept at legitimizing hearsay as Fox News. And the epitome of hearsay "journalism" at Fox News is Fox & Friends.

My favorite Fox & Friends phrase is "some say." As in, "Some say that Obama killed and ate his mother," never explaining who those "some" people saying that are, but imbuing the statement with legitimacy.

I imagine Steve Doocy in kindergarten, wanting to grow up to be a reporter. He sees some kids taunting Brian during recess, calling him a bed-wetter, when in fact they have no evidence of that being true. Steve picks up his toy microphone and says "Some say Brian is a bed-wetter."

That's journalism a la Fox News.

Not "Sort Of"..."Definitely!"

2010-07-16T06:53:00.003-06:00

I'll admit to picking up some of the verbal tics that circulate in our culture. I say "you know" when I should simply pause as I form my words.

But there is one tic that has become prevalent which bothers me much more: "Sort of." This is different than "you know" "like" or "ummm."

"Sort of" or "kind of" softens and qualifies whatever it is we are saying. It's as if we're not confident to just state what it is we wish to communicate.

Example from this morning's New York Times:

Phil Mickelson played through tough conditions, finishing at one-over 73. "It kind of affected my attitude a little bit," he said.

Kind of? A little bit? The guy finished ten strokes off the lead!

They

2010-06-24T07:08:00.003-06:00

Recent interactions with customer service people at supermarkets, other stores and on the phone indicates that many companies have not trained their people in what for me is the number one item on my list when I hire a customer service person:

There is no "they." There is only "we."

Make the Calls!

2010-05-24T17:04:00.004-06:00

I've been in the publishing business for 30 years. A lot has changed, but at least one thing remains true: If you are selling to independent retailers, no matter how many customers you have, you need to call them.

They may love your company and its products, and perhaps you're not worried about a competitor taking your place on their shelves. But they have a lot of vendors, employees to manager and customers to serve. In this economy many have reduced employee hours, which means the owners and managers are doing more.

My wife and I own a small publishing company, and running it is one of several gigs we each have. Ours is a somewhat seasonal business, Memorial Day was approaching, and we had both been busy with other things. She started calling and the result is May will be our best month to date. A number of dealers thanked her for calling because they just hadn't got around to ordering our product.

"Smiling and dialing" still works.

Press Agents Shining Hour, today 3:15 - 4:15 local time

2010-05-05T00:01:00.004-06:00

On this 47th Press Agents Shining Hour, I recall PASH's greatest coverage when my dad hired college students to picket the White House:

On May 5th,1967, President Lyndon B. Johnson's White House observed one of the more unusual "special events" -- Press Agents Shining Hour (PASH).

PASH was the first client of a company called Proxy Pickets, formed by and employing DC college students to picket for hire. The PASH demonstration was picked up by AP and numerous local papers, resulting in more than 100 placements nationally. And we almost made national TV: the founder of Proxy Pickets was later on "To Tell The Truth," and just as Kitty Carlisle asked the real founder who his first client was, Bud Collyer said that time was up!

In Marc Benioff's book, Behind the Cloud, the founder of salesforce.com writes about a similar tactic. From the Business Week review:

Benioff could have written an entire book about marketing. This one is peppered with ideas that once seemed over the top but turned out to work. Early on, for example, Benioff hired actors to pose as protesters outside a user conference held by larger rival Siebel Systems. They chanted that traditional software was "obsolete" while a fake TV crew interviewed passersby. The stunt generated a lot of press—aka, free advertising.

Great minds...

For a New Book Publishing Model

2010-02-04T11:53:00.006-07:00

Once upon a time, there was the hardcover.

Then there was the pocket (mass-market) paperback.

Then there was the high-quality "trade" paperback.

Then there was the audiobook.

Then there was the e-book.

Publishers looked for a way to deploy these different formats in order to maximize profits. Not unreasonable. In general, they believed that either paperback format would cannibalize the hardcover. So would e-books, if priced less than the hardcover. Audiobooks not as much of a problem as long as they were priced appropriately.

Also, they found that a paperback release about a year after the hardcover created a new marketing opportunity.

What they did not realize is that by postponing release of paperbacks, and in some cases e-books, they were squandering their best marketing opportunity. The one that comes when the book is new.

A consumer who hears or reads about a new title and gets excited, but is among the majority of readers who will not pay $25 for a book, is unlikely to remember that interest a year later, and unlikely to be reminded by a renewed marketing effort which in nearly all cases will have weaker results than the original campaign.

The most consumer-oriented and profitable approach in today's world of insta-demand is to publish every format simultaneously (including the decision on whether to even have a hardcover edition).

Kevin Smokler has a great piece in this week's Publishers Weekly on this subject. More than ever before, making consumers wait is a losing strategy.

Challenges of Selling to the Retail Channel

2010-02-03T16:39:00.005-07:00

I started selling to retailers thirty years ago. Then, most retail segments were not controlled by national chains. You could have a successful product by selling to regional chains and independents. As such, even the national chains were not horribly demanding as long as your terms met industry standards.

As retail has become dominated by national chains, they have gained leverage over suppliers and demanding deeper discounts, longer payment terms, and instituted a variety of fees, fines and discounts they will simply deduct from your payment when they feel justified. As a supplier, it's very frustrating. There is little if any opportunity for a supplier to negotiate.

Some suppliers react by choosing not to accept these terms of business, and that's their prerogative. My suggestion is that they not do so emotionally, but rationally consider their choice.

In my experience I have always found that more distribution is better. You'll make more on some transactions than others. But unless the smaller margin transaction is literally taking away larger margin potential sales, I'll still go after it as long as the revenue justifies whatever sales effort I have to put into it. It may not be true for every product, but often, the more places a consumer can run into your product, the more you will sell.

While there are certainly cases where the pricing and other challenging policies demanded by a retailer makes selling to them less attractive, I have yet to find a situation where I lost money instead of making profit by increasing my retail distribution.

Although sometimes I scream at retailers in my head, I try not to let my annoyance at their demands cloud my judgment on whether I am better off making the sale or not. To the "small guy" it may seem predatory, but they're just trying to get the best deal they can, and in today's world they are in a position to do so.

Working on Spec

2010-01-28T11:32:00.007-07:00

MediaBistro's PR Newser has a poll today on "What Would You Do When A Prospective Client Or Employer Asks Your For A Tactical Plan Before Making A Decision?"

I still find it astounding that p.r. and ad folks, designers and perhaps others, are asked to do actual client work on spec as part of the sales process. If a client can't judge you by your past work and a sense of "fit" from the interview process, they aren't competent.

When I sold local radio ads a few decades ago, I would make spec spots because many store owners would buy based on liking a spot rather than whether the medium was effective for them.

Are businesses large enough to hire ad and p.r. firms no more sophisticated than the pizza or auto repair shop guys I used to sell to?

Check out no-spec.com

Incompetent Talking Heads

2010-01-08T17:32:00.004-07:00

It's stunning how much of 24-hour news channel and Sunday morning network news time is given to people who have shown no competence for the subjects they expound on, and politicians who make provably false and misleading statements that go unchallenged (except by the "fake" news shows on Comedy Central).

For instance, Rudy Guiliani.

Now, if you want to ask him about crime reduction, I think he has valid experience and success. And he did make Times Square safe for people from small town America who want to come to the greatest restaurant city on the continent and eat at Red Lobster.

But national security and national politics?

Let's take politics first. Yes, he certainly was successful in becoming mayor of our largest city. However, that is less a partisan contest than a personality based one. On the national scene, he was the accepted frontrunner for the Republican presidential nomination and lost due to the worst strategic decision of modern politics, not competing in Iowa and New Hampshire.

On security, here's his record:

1. Located his command and control center in a complex that had already been attacked by terrorists.

2. Did not assure his fire and police communications systems were compatible.

3. After September 11th, proposed his corrupt and incompetent police commissioner to be the first U.S. Secretary of Homeland Security

Poor, Misunderstood ®

2010-01-05T18:31:00.003-07:00

Every now and then I read or hear a story, like this one, about a small business that is threatened by a larger business with a trademark violation lawsuit and capitulates. Most often, they do so because they do not understand trademark law. As in this case, they even confuse trademark with copyright. These people are not forced to change their names, they are cowed, understandably so. The trademark owner's claim might be supportable, but often it is not.

Noone can own a word or phrase for every use. Trademarks are issued for specific goods and services. Search any product or company name here and you'll see the details. Often there will be multiple trademarks for a name as the breadth of products or services it is used for expands. What are trademarks for? A good explanation from the Thomas Law Firm:

The purpose of trademark law is twofold: first, it is to aid the consumer in differentiating among competing products and second, it is to protect the producer's investment in reputation. The U.S. Supreme Court summed up this purpose nicely in 1995 in the case of Qualitex Co. v. Jacobson Products Co.:

"[T]rademark law, by preventing others from copying a source-identifying mark, 'reduce[s] the customer's cost's of shopping and making purchasing decisions,' for it quickly and easily assures a potential customer that … the item with this mark … is made by the same producer as other similarly marked items that he or she liked (or disliked) in the past. At the same time, the law helps assure a producer that it (and not an imitating competitor) will reap the financial, reputation related rewards associated with a desirable product."

Since foreclosure sales or carwashes (another case I recall) are not competitive with Toys "R" Us, the question is whether someone using "R Us" in a name is infringing on the reputation of Toys "R" Us. They are certainly playing off it, but are they doing harm? Similarly with any product or company called "Mc"something.

Getting Past Your Worst P.R. Nightmare

2009-12-08T15:27:00.000-07:00

Remember Michael Richards' blow-up at a comedy club several years ago when he called out black hecklers using racist slurs? It was captured on a cell phone camera and seriously hurt his reputation despite an unusual apology that came several days later. He retired from stand-up and had been out of the public eye until the recent season of Curb Your Enthusiasm that centered on a Seinfeld reunion show.

Larry David said Richards "is like a new man. He really went through something (with that incident). He used to be very angry and bitter. He's completely different now. You can see it, and he can feel it. I'm very happy for him."

To prove it, Richards bravely parodied the incident on Curb:

A comment on the Extra web piece about this show:

That Michael Richards club blowup turned me off to him (Kramer was my fav Seinfeld cast member) and you know what? This past episode had me roaring with laughter both when he answered the door and his last scene. The show addressed it head on rather than ignored it, he admitted his mistake, and I’m more mellowed towards him now. For those who are protesting the show, I’m also Black and have a more forgiving viewpoint.

Tiger's Tale

2009-12-03T12:20:00.006-07:00

I will admit to being one of the many who have been curious about Tiger Woods' personal situation and what really went on around the recent accident; whether his wife was really chasing after him with that golf club rather than trying to rescue him. Nonetheless, I think the statement below, placed on his web site yesterday, is eloquent.

While it will not stop the speculation nor keep reporters from trying to ask him about the incident, perhaps it should. Without specificity, he indicates he did something/some things that were wrong and implies this was related to the accident. The language leads one to believe he had an affair, and the reason for being even this explicit probably has to do with revelations in US Magazine (I've always thought that name is strange, it's about THEM, not US). I expect he'll have nothing more to say on this subject unless forced to in a court of law (as Rachel Uchitel may take legal action against the National Enquirer and/or its source).

I do think it's time for the p.r. pundits to shut up. They have been all over television, mostly claiming that Woods has reacted poorly to the event from a p.r. point of view. They have been critical of his decision not to talk to the police, but he was under no obligation to, and the opportunity for his police interview to be leaked was great. While his first statement could have come a bit sooner, I think he has handled it as well as he can. Yes, maintaining his position as a great athlete and effective endorser is important, but he is a person who has had to deal with the emotional and family implications of the event along with his injuries.

The real issue for his public is that it has been clear since his return to the game that something was amiss. There have been numerous occasions of bad behavior on the course. Whether related to his personal situation or athletic frustrations, if being admired and being paid as an endorser are important to him, he needs to find a resolution to this problem.

I have let my family down and I regret those transgressions with all of my heart. I have not been true to my values and the behavior my family deserves. I am not without faults and I am far short of perfect. I am dealing with my behavior and personal failings behind closed doors with my family. Those feelings should be shared by us alone.

Although I am a well-known person and have made my career as a professional athlete, I have been dismayed to realize the full extent of what tabloid scrutiny really means. For the last week, my family and I have been hounded to expose intimate details of our personal lives. The stories in particular that physical violence played any role in the car accident were utterly false and malicious. Elin has always done more to support our family and shown more grace than anyone could possibly expect.
But no matter how intense curiosity about public figures can be, there is an important and deep principle at stake which is the right to some simple, human measure of privacy. I realize there are some who don't share my view on that. But for me, the virtue of privacy is one that must be protected in matters that are intimate and within one's own family. Personal sins should not require press releases and problems within a family shouldn't have to mean public confessions.
Whatever regrets I have about letting my family down have been shared with and felt by us alone. I have given this a lot of reflection and thought and I believe that there is a point at which I must stick to that principle even though it's difficult.
I will strive to be a better person and the husband and father that my family deserves. For all of those who have supported me over the years, I offer my profound apology.

Sally Jenkins of the Washington Post has a very different view that's worth reading.

Christine Brennan in USA Today also would not agree with me as her thoughtful piece demonstrates.

Here's Jon Stewart's take on the coverage:

The Daily Show With Jon Stewart

Mon - Thurs 11p / 10c

Tiger Woods Newzak

www.thedailyshow.com

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Manufacturers Selling Direct

2009-12-01T09:34:00.004-07:00

It's been a tradition that manufacturers of products sold through the retail channel do not sell direct to consumers. Since the advent of the internet, this has changed. While many companies have not chosen to sell direct, it is past the point where the practice is controversial or likely to result in retailers refusing to carry the product as once was common.

Still, there are issues. Is it OK for the manufacturer to offer lower prices or other incentives not available to retailers? What if the product is one that is typically sold at less than suggested retail price - should the manufacturer offer it at "street price."

Since I entered publishing in 1980, I have always sold direct to consumers, but been reluctant to offer consumer incentives that would seem unfair to my dealers.

It's one thing to sell direct, but another as to how and where you promote your direct channel. A curious case appears today where Penguin Books is promoting their online store on Shelf Awareness, an email newsletter sent to people in the publishing trade (ad below).

You might say that individuals at other publishing houses, agents and publicists are good prospects for a well-loved publisher such as Penguin. And "reader/booklover" is an accepted category of subscribers, so there are definitely consumers reading the newsletter. But one of the main readerships -- the one to whom most ads on Shelf Awareness are aimed -- is booksellers. It seems to me dangerous to rub your direct sales effort in the face of your primary distribution channel, especially since Penguin is offering gift packs and personalized editions that likely are not available to retailers (though make absolute sense in a web store) and promoting staff recommendations, just as a book store does.

Does good writing matter in publicity ?

2009-11-30T18:42:00.004-07:00

Statement from Tareq and Michaele Salahi's publicist Mahogany Jones:

The Salahis are not 'shopping' any interviews or demanding money from any media networks to tell their story. We repute these false allegations and demand that this adverse, in accurate information cease immediately. At this time, The Salahis are not making any formal comments and are not making any arrangements to speak with press/media. The Salahis are not appearing on Larry King tonight as they are not talking to any media forms at this time.

Walk Off Home Run

2009-10-24T12:06:00.003-06:00

Wherein a Scientology spokesman leaves the set of Nightline when asked about common public perceptions of Scientology.

Why did he agree to an interview?
What was he expecting to be asked?
Why not simply refute the "misinformation"?

The interview begins at 3:40

Relationships & Targeting

2009-10-06T13:49:00.005-06:00

Relationships & Targeting are where the new rules of publicity equal the old rules.

I was amused by this post on a book pitch gone bad. The p.r. guy is arguing to an unhappy pitch recipient that he couldn't possibly personalize his pitch because he has so many thousands of targets.

Even in my father's day's in p.r. (1950s-80s), it didn't make sense to scattershot a pitch and it was critical to have relationships with writers, editors and producers.

In my youth I helped him select recipients of press releases, cut stencils and run the mimeograph, and stuffed, sealed and stamped the envelopes. I also listened to him on the phone. So I know his release list was always selective, and that he knew to some degree many of those on the list.

Now, with so many more media outlets than there were those decades ago, you need to be more selective, not less. Tailoring your approach will bring better initial results. And now, you have a chance to get "seconds" and "thirds" as your message is retweeted and reblogged.

Who does Microsoft think they are?

2009-09-30T12:45:00.005-06:00

Apple? Or some other company whose customers care about it?

While hundreds of millions of people use Microsoft products, and many are happy with those products, few if any relate to Microsoft as an institution they are fond of or care about, or whose products they are excited about.

Microsoft's ineptitude at garnering that kind of relationship with its users is laid out plain in the forced premise and execution of this video.

Why would anyone have a party around the launch of a new Microsoft O/S? I guess it demonstrates Microsoft's confidence that Windows 7 will actually work well out of the box. That would be something to celebrate.

To Sue or Not: A P.R. Decision?

2009-09-06T13:10:00.002-06:00

Several major tobacco companies have filed suit to overturn new advertising limitations imposed by Congress on First Amendment grounds.

This raises the question of why they didn't sue to overturn the ban on broadcast advertising imposed in 1970. My take is that they realized it would be bad p.r., and they felt they could direct their marketing dollars to other media and not suffer any loss of impact.

So why have they filed now? I think they realize they have lost the p.r. battle anyhow, and thus fighting for their rights now won't hurt.

I'm not an attorney, but I believe the 1970 broadcast ban as well as the new ban on outdoor advertising and sports sponsorships do violate the First Amendment and big tobacco will win this case. While I think it appropriate to require warning messages on these products and their advertising, I don't see how you can by law limit the speech of someone selling a legal product.

I do not expect to see a return to broadcast advertising only because those media would face a firestorm of criticism.

Radio Waves

2009-08-19T09:51:00.002-06:00

An article in today's Denver Post reports on the first week of Arbitron ratings based on people meters. If future results follow this week's trend, it will turn the local radio ad business on its ear as the ratings are significantly different from those collected by the traditional diary method.

The theory is that the meters are more accurate because they don't require manual entry from memory by the participant. However, there are technical challenges to capturing the data that make some question its accuracy. And if the participant ever fails to wear or carry the device, it can be less accurate than a diary.

Interestingly, in Denver and other markets, the meters show improved ratings for Spanish-language stations when it has been suspected they under-report ethnic stations. So is the reporting problem only for black audience stations?

The devices also report that people listen for shorter periods of time than previously thought, however the device turns off if a single station is played for more than an hour. Go figure!

All of this is not good news for the radio business. Despite its challenges, print media have a proven, audited method of counting circulation. Yes, they like to claim readership, which is their own made-up estimate of "pass-along," but circulation is a fair method to compare those media and their ad rates. Even online media have more reliable ways to count viewers than broadcast; but whether various forms of online advertising are promotionally effective is unproven.

What radio has done well historically, and needs to do more than ever, is sell on its qualitative benefits -- that it is an effective ad medium because its listenership is segmentable, involved, and hears and responds to advertisers' messages.

Marriott Comes to Its Own Rescue

2009-08-19T09:47:00.003-06:00

Marriott International has convinced a franchisee's attorneys to withdraw their offensive defense in the case cited here, and offered an apology.

People Assume

2009-08-19T09:19:00.002-06:00

Many liberals assumed Barack Obama was very progressive and would govern from the far left because they interpreted his call to "change" in their own terms. When Obama proves himself to be the pragmatic compromiser (that's what he meant by "change") his words clearly indicated he would be, they feel betrayed.

Many shoppers at Whole Foods assume that because the chain promotes organic, sustainable and local foods, and a lot of the staff looks cool, that its management is politically on the left. The fact that Whole Foods is a capitalist success story, built on aggressive competition and acquisition of every formidable foe, notwithstanding, they feel betrayed when its CEO proves to be an Ayn Rand disciple.

They assume that anyone who adopts the ethic born of the hippie era shares their world view. They are shocked that someone might believe in protecting the environment from a conservative political point of view, or might be "liberal" on one issue and "conservative" on another. Knee-jerk reactions from either end of the spectrum are typical but not helpful.

Whole Foods CEO John Mackey's recent opinion piece in the Wall Street Journal opposing Obama's approach to health care reform has angered many of his customers, some of whom are organizing to boycott the store. The fact that he presented the piece under the company banner is either very courageous or very foolish, and it was certain to bring such as reaction, whether fairly or not.

Lawyers May Win, Client Already Lost

2009-08-13T21:43:00.005-06:00

A woman is raped at gunpoint in the garage of the Stamford, CT Marriott hotel, in front of her children, and sues the hotel for "more than $15,000."

The hotel's response is that in effect, it's the victim's fault, and not theirs:

"(The victim) failed to exercise due care for her own safety and the safety of her children and proper use of her senses and facilities."

As incendiary as that statement is, it's also possible the hotel is not at fault. The victim claims the attacker had been seen lurking around the hotel. Whether she can prove negligence is an open matter.

However, the legal response to her suit has likely caused this Marriott and the Marriott chain more in lost business than a settlement would have, both because the response will offend many customers, and it caused the unsettling incident itself to be retold in newspapers and online.

There are good reasons why Marriott might not want to settle, but from a public relations POV they should have defended only on the point that the victim can't prove negligence.

Brand Name Day

2009-08-02T11:47:00.001-06:00

My father was a one-man public relations shop in Manhattan back when that was more common than agencies. He was the first p.r. practitioner to be president of the Advertising Club of New York.

A few times a year he would take me to the Friday Brand Name Day luncheons which he often mc'd, and I was in heaven.

By the time I was in high school, I could join conversations with his fellow members. I had a "Graduate" moments when one of them said I should go into marketing. No, I thought. I want to be a radio d.j.; I'm going to be an artíste!

Whether by birth or observation, I did get the marketing bug. I was publicity director for my college FM station and sold ads on the station that played only to dorms, and I've been a sales and marketing guy ever since.

Tone-Deaf in the Ivory Tower

2009-07-16T09:51:00.000-06:00

I grew up in a union-friendly family. Two of my aunts were members of the ILGWU. I can still hum the "look for the union label" song. That said, I am a globalist, so have never been a strict "buy American" consumer.

I find it incredible that J.C. Penney issued a product that says "American Made" when it is not made in America. But they did. And here was their response when challenged:

You indicate that there was a shirt that depicted the slogan “American Made.” This type of slogan is referring to the actual person wearing the shirt and not to the manufacturing of the merchandise.

Sometimes, I wonder if people in the public eye are listening to themselves.

Ten Years

2009-07-08T01:09:00.003-06:00

Today is ten years since my father, Milt Riback, died. Here is a remembrance from a long-time client who became a close friend, sent a few days after:

I've been remembering the first time he and I met in 1964 (!) when I managed to get [my company] to pay for a return visit to NY (we'd been transferred [to California] the preceding February) to get pictures of its products in use at the NY World's Fair AND to hire a PR rep. Fortunately, I'd been given Milt's name and address by my boss (no idea how he came by them), as I hadn't the vaguest idea of how to interview PR people-or where one found them. After five minutes with Milt in the office at [50 E.] 42nd Street, I knew I needn't bother searching further. It wasn't so much that he exuded professional competence, which he did, but that the professionalism couldn't hide the mentshlikhkayt that permeated his being.

Ms. Hoffman Regrets

2009-06-30T17:40:00.004-06:00

Is all publicity good publicity?

The age-old question asked again by agent Kristin Nelson in response to an author's meltdown over a negative review.

My answer: No.

Ironically, the review wasn't that negative. It pointed out flaws in the novel and apparently gave away more of the plot than the author cared to see. The author responded with a series of Twitter blasts ("Now any idiot can be a critic...") and urged readers to write or call the reviewer with their opinions. She handily provided the reviewer's email address and telephone number.

So after this blew up in the author's face like so many Soupy Sales cream pies, she issued this apology (emphasis mine):

I feel this whole situation has been completely blown out of proportion. Of course I was dismayed by Roberta Silman’s review which gave away the plot of the novel, and in the heat of the moment I responded strongly and I wish I hadn’t. I’m sorry if I offended anyone. Reviewers are entitled to their opinions and that’s the name of the game in publishing. I hope my readers understand that I didn’t mean to hurt anyone and I’m truly sorry if I did.

Actually, it hasn't been blown out of proportion. What was out of proportion was the author's response. And the ol' "I'm sorry if I offended anyone" is so weak. Someone who was "truly sorry" would have written, "People were right to be offended by what I did."

Matthew Shaer in the Christian Science Monitor chalks it up to "Web 2.0 inexperience." That may be, but if so there is no excuse. An author is a public figure and theoretically a professional communicator. Better figure out how to use them tools before you get started.

The best new brand since Bing

2009-06-27T20:51:00.004-06:00

I'll admit, I don't get Bing. I don't see myself ever saying that I'm going to Bing something. I often wonder at the millions spent on branding exercises and wonder what those experts know that I don't. And indeed sometimes I am surprised that a name I thought ridiculous does work.

All of that as prelude to the name of the new Russian-Nigerian energy joint venture. I'll let you read the clip yourself.

The Goold Ol' Days

2009-06-26T10:37:00.000-06:00

It's easy to think things were better in the past. Although I am grateful for the potential unleashed by today's tools and technologies, and wouldn't choose to return to an age of false innocence, I sometimes yearn for the simplicity of earlier days.

The New York Times recently gathered a group of old-time theatrical press agents to reminisce about their exploits. Back then, with just a few newspapers and TV stations, a well-placed story or stunt could really have some impact. We weren't overwhelmed by media. And there weren't so many celebrities either, so more of them stood large in the public's mind.

Read the story here.

Have you met these clients?

2009-06-19T22:24:00.001-06:00

Press Agents Shining Hour

2009-05-05T01:00:00.002-06:00

Today is the 46th Press Agents Shining Hour. If you're a P.R. professional, 3:15-4:15 p.m. is a time to settle back with an adult beverage and review your accomplishments.

While you're relaxing, read about PASH history... the White House demonstration, or the year we honored Baghdad Bob.

Is "Time" On Your Side?

2008-08-02T21:05:00.004-06:00

It isn't to the 52-year-old recipient of this solicitation:

AARP changed its name to delete the word "retired" as it continued to seek 50-year-old members.

Denny's offers its "senior" menu to those age 55.

In 2008, making "senior" offers to those under 60 is off the mark.

Sell More So You Can Keep Having Fun

2008-07-31T20:35:00.003-06:00

If you like your job, your company, its products or services, you need to be concerned about sales. Even if you're not in sales. Even if you sweep the floors.

I had a long run at a company where we made great products and had a pretty good time doing it.

My boss would often say "We've got to keep making sales so we can keep having fun."

It's my business mantra.

The MESSAGE is the Message

2008-07-26T09:45:00.000-06:00

Born P.R. Practitioner?

2008-07-05T17:39:00.003-06:00

From the February 1961 issue of Plus-Profit Publicity:

May we reprint an item from the January/61 issue of the "Advertising Club of N.Y. News"?

WORTH AN "A" PLUS

It must run in the family. We always knew Milt Riback was a loyal member of the Club, but who would have thought he had indoctrinated his young son, Eric? Here's what Eric wrote for a "theme" paper in class 2-2, PS86:-

If I Were a Printer

"I want to be a printer because I like to print and type. I would send stories to newspapers, join the Advertising Club, talk business with people."

Get out the membership cards, Charlie!

Our only defense is that Eric, not yet eight, is at too tender an age to learn that at the Advertising Club, activities lean more to standing at the bar and sleeping in the all-too-comfortable lounge than in "talking business with people"!

Note: At that time, the NY Ad Club owned a former mansion on Park Avenue including a bar and banquet room.

How to Create a P.R. Disaster: Republicans and Motherhood

2008-05-10T19:06:00.005-06:00

Republicans in Congress have been staging a work slowdown of sorts as a tactical maneuver in response to what they view as unfair actions by Democrats. This kind of thing has been happening a lot in the last 20 years as whomever is in the minority tries to make a point.

But in this case, the result was a vote killing a bill supporting recognition of Mother's Day. Thus, news media across the land have been chirping "Republicans Vote Against Mothers." There just had to be some wincing and whingeing going on at Republican National Committee HQ when the Washington Post ran this hed yesterday:

Republicans Vote Against Moms;
No Word Yet on Puppies, Kittens

It's PASH

2008-05-05T15:21:00.001-06:00

It's the 45th Press Agents Shining Hour. If you're a P.R. professional now is a moment to settle back with an adult beverage and review your accomplishments.

While you're relaxing, read about PASH history... the White House demonstration, or the year we honored Baghdad Bob.

Losing Control of Your Words

2007-12-18T23:09:00.000-07:00

There are things you know intellectually that don't hit home until you experience them.

Example: You have no control over electronic communications once you press the SEND button.

Recently I responded to a customer service email query with language that seemed appropriate for the individual I was corresponding with.

My response was posted on a forum.

And was then excerpted on a blog.

Had I anticipated this possibility, I would have worded my email response differently. The essential message would have been the same, but in its eventual context, my words made me squirm just a bit.

Believe me, it could have been worse. Lesson learned.

Top P.R. Blunders of 2007

2007-12-15T17:30:00.000-07:00

Here is Fineman PR's top 10 Public Relations Blunders of 2007:

1. Not all fake news is on Comedy Central.

Already troubled by continued claims of inadequate disaster response and wasteful use of funds, the Federal Emergency Management Agency (FEMA) truly fumbled when it held what the Washington Post described as a “phony press conference” in response to Southern California wildfires. “Questions were asked by FEMA staffers playing reporters,” “lob[bing] one softball after another so [Vice Administrator Harvey E. Johnson, Jr., could] praise FEMA’s work,” said the Post. Homeland Security Department head Michael Chertoff was reported by CNN, CBS and others to have said that “it was one of the dumbest and most inappropriate things [he has] seen since [he has] been in government.” FEMA became defensive and insisted that reporters were expected — albeit with only 15 minutes notice of the conference — but did not show up, and that the questions posed by staffers were originated by reporters. FEMA deputy director of public affairs “Mike” Widomski, one of the reporter-impersonating staffers, responded to Post columnist Al Kamen’s inquiries by saying “if the worst thing that happens to me in this disaster is that we had staff in the chairs to ask questions that reporters had been asking all day, trust me, I’ll be happy.” Okay.

2. Toon Networking Gone Wrong

When Boston residents suddenly noted blinking, cryptic devices attached to bridges, bus depots and subway stations, they alerted city authorities, who shut down sections of the city to remove the devices and ensure that they were not related to a bomb threat or other terrorist activity. Turns out that Turner Broadcasting-affiliated Cartoon Network arranged for the covert placement of the battery-powered magnetic signs in 10 U.S. cities to promote offbeat program “Aqua Teen Hunger Force.” Cartoon Network head Jim Samples eventually stepped down and criminal charges were filed against employees of consulting ad agency Interference Inc., in what an ad expert described to The Wall Street Journal as “the most significant blunder in the world of guerrilla advertising.”

3. Is it a problem when one minority hates another?

The true “what were they thinking” moment in this year’s Blunders: when San Francisco’s AsianWeek, the self-styled “voice of Asian America,” published a brief column in February entitled “Why I Hate Blacks.” The offensive piece ran in the middle of Black History Month in a publication based in what is supposed to be one of the most politically correct cities in the U.S. Filled with pejorative racial stereotyping, the column, by regular AsianWeek contributor Kenneth Eng, was described by Los Angeles Times columnist Erin Aubry Kaplan as “remarkably hateful … most base and unsubstantiated.” After public outcry, Eng was quickly terminated and apologies were issued through statements and at town hall meetings.

4. In the doghouse

Ellen DeGeneres might have overdone it when she tearfully pled, during a taping of her popular talk show, for the return of Iggy, a dog she had previously adopted and given to her hairdresser’s family after it took issue with her cats. On the other hand, Mutts & Moms, the agency she adopted it from, probably wasn’t making the right decision when it repossessed the dog from its new family — aggressively, on video, prompting criticism and threats from Ellen’s fans after she gave them the tearful play-by-play. San Francisco Chronicle television critic Tim Goodman noted that ” … if you’re Mutts & Moms, you’ve got to be thinking, ‘Well, I guess we should have hired a real public relations person instead of Betty’s daughter from payroll.’”

5. Hollywood justice

Los Angeles County Sheriff Lee Baca was widely criticized this year for reassigning socialite Paris Hilton to privileged home confinement — complete with Mrs. Beasley’s Gourmet Cupcakes — after completing only three days of her 45-day sentence for violation of her probation for alcohol-related reckless driving. Baca told reporters that he had reassigned Hilton due to her “severe medical problems.” Steve Lopez of the Los Angeles Times noted that “[releasing Paris] was big of [Baca], but [Los Angeles County Jail] is filled with people who have serious physical and mental problems. How many of them get sent home for cupcakes?” The problem, according to RadarOnline.com, may be the sheriff’s “close ties to the Hollywood community.”

6. Even the Chinese restaurants don't serve cat now.

Pet products are a $38 billion industry in the U.S., and several pet food companies, most notably Menu Foods, took a severe PR beating this year after thousands of cases of illness and death among U.S. pets were attributed to use of contaminated ingredients from China. Most perplexing was each company’s reluctance to respond to taint allegations forthrightly, quickly and responsibly. Instead, they trickled out the news — and recalls — in small increments. Forbes.com accused the involved brands of “hiding behind each other, feeling secure in the knowledge that their collective market dominance leaves pet owners with few options.”

7. Coffee, tea or fuggedaboudit

It’s been a tough year for fliers, whose rights seem to have disappeared into thin air as crews judged consumer behavior and appearance in what MSNBC.com describes as “the general lack of respect for customers that seems to be growing in the airline industry.” In one example, Southwest passenger Kyla Ebbert was threatened with removal from a San Diego to Tucson flight for wearing an allegedly inappropriate outfit. When Ms. Ebbert took her case to NBC’s “Today” show and CBS’ “The Dr. Phil Show,” Southwest issued a mangled apology more than a week later, attempting to make light of its treatment of Ebbert by announcing a “skimpy” fare sale. Rival airline Virgin America didn’t hesitate to capitalize on Southwest’s mishandling of the situation, booking her to appear with Virgin Group chair Sir Richard Branson for the launch of new San Francisco to Las Vegas flights.

8. How to make the New York Times very happy.

Nobody loves a whiner, and that’s exactly the part famed restaurateur Jeffrey Chodorow played when he bought a full-page advertisement in the New York Times to decry Times restaurant critic Frank Bruni’s no-star review of his Kobe Club steakhouse. Not only did Chodorow needlessly and heedlessly blast Bruni in the tiny-type, error-ridden rant, he actually chronicled the demise of two of his previous restaurants, Rocco’s and Caviar & Banana, and paid handsomely for the privilege. Former Times food critic Mimi Sheraton wrote on Slate.com, Chodorow “was an idiot to have run such an ad … [because] of the added exposure of the negative review to so many who may never have read the original.” Not to mention the negative media coverage that ran in newspapers from Stamford to Seattle.

9. The language of foot in mouth.

California Governor Arnold Schwarzenegger clearly thought he could use his own immigrant experience to make headway when speaking at the annual convention of the National Association of Hispanic Journalists but struck a sour note, according to CBS News, when he told the assembled journalists, “‘you’ve got to turn off the Spanish television set’ and stay away from Spanish-language television, books and newspapers” in order to “learn English quickly.” Although Schwarzenegger’s remarks were intended as advice for Latino students, they offended the audience, many of whom were in fact members of the Spanish-language media. Pilar Marrero, political editor for La Opinion, was on hand — CBS News says she “chuckled at the governor’s comments,” saying “‘they’re [Latinos are] too busy working.’”

10. Playing it smooooth.

Maybe Rosie O’Donnell should hire a media trainer. Although scheduled to part ways with “The View” in June due to contractual disagreements, she arranged to leave the program a month early after repeated on-air clashes with conservative co-host Elisabeth Hasselbeck. These clashes revolved around hefty conspiracy theories posited by O’Donnell, both on “The View” and on her blog. According to The Miami Herald, these included allegations that “one of the World Trade Center buildings was ‘imploded’ [on 9/11] by explosives planted inside … to destroy evidence of the corporate financial scandals at Enron and WorldComm.” Finally, while on a book tour in Miami, Rosie let slip that she had a prime-time talk show deal in the works with MSNBC, prompting the cable network to back out. According to her blog, “we were close to a deal / almost done / i let it slip in miami / causing panic on the studio end … 2day there is no deal / poof / my career as a pundit is over / b4 it began.”

When choosing who will make the list, Fineman PR chooses the selections are limited to Americans, American companies, or public relations offenses that occurred in America. They’re also limited to avoidable acts or omissions that cause adverse publicity. In other words, the image damage was done to self, company, society or others–and acts that were widely reported in 2007.

Multi Media

2007-09-29T11:27:00.000-06:00

A NEW PRODUCT...was being offered to selected retailers for resale. Test mailings were to be followed by big mailings to those groups responding well. Between the test and the full mailing, we were retained to introduce the product via publicity.

IT WAS A BASIC CAMPAIGN...We reached potential retailers with news of the product through their trade publications. Reached them -- and the consumer too -- through news briefs in dailies via syndicates and in product columns of Sunday supplements and national consumer and business magazines. In many cases, the product stories alone helped establish distribution and consumer sales.

AS TO THE MAILING...to quote the man who knows how to sell by mail: "The follow-up mailings showed an increase of more than 50% over the test. Much too large to be an accident and since no space advertising had been used I give full credit to the PR work."

Of course, this wasn't the end of publicity for the product. Once initial distribution was established, we followed up with product features placed directly in dailies across the country -- carrying local dealer credits. This and other forms of product publicity continued to work with direct mail to build further distribution and sales.

January 1960

Eric's note: The wisdom of using multiple media to deliver a message is as strong as ever.

Databases

2007-09-08T13:40:00.000-06:00

Milt Riback employed a boolean database system for managing his editorial contacts long before the advent of the personal computer.

By the early 1960s, he had replaced his Addressograph machine with one by Scriptomatic. This system used paper cards (fig. 1) that had a section set up for spirit duplication. This is where the address block went.

Around the edges of the cards were small holes that were numbered. A tool could punch one of the holes, removing the adjacent edge (fig. 2). Each hole had a value assigned by the user. In our case, one set of holes represented the type of media. Another set of holes was for the vertical industry or subject area. A third group represented the title of the addressee.

So, let's say you wanted to send a press release to all the automotive editors for daily newspapers as well as new product editors for automotive trade publications. You would do two searches.

For the first you would push a wand through the hole representing daily newspapers and put aside all the cards that you lifted. With the remaining cards you would wand the hole representing automotive editors. The cards that were left were the ones you wanted.

Assembling all the other cards again, you would repeat the process for automotive trade publications and from that group select new product editors.

Placing the two selected groups together, you now had your mailing list.

You would place those cards on the machine as well as a stack of envelopes. Turn a handle and it would feed the envelopes through as it reproduced an address on each one. Then all that was left was to stuff them with the release and mail.

Pointless Press Meeting

2006-09-03T13:37:00.000-06:00

Eric's note: The event detailed below followed the rigging of TV game show "Twenty-One" where a prototypical WASP contestant was fed answers so he could defeat a successful Jewish contestant. The story is well-told in the movie Quiz Show.

QUIZZING VAN DOREN...We'll not discuss "tv rigging" nor the public relations errors made in handling that situation. One small incident, however, does belong in every publicist's notebook. When Mr. Van Doren appeared (after his retreat to the wilds) to accept a subpoena, he issued a prepared statement to the press. The statement, we feel, was vacuous and evasive...but again, it is not our intent to comment on the full situation.

THE PUBLICITY ERROR...lay in the press conference he (or his attorney -- or a misguided behind-the-scenes p.r. man) arranged at the time. There was no problem getting the press -- how could you keep them away? Yet, all the star of the performance would say was that he couldn't say anything other than to stand upon the prepared statement. After about ten minutes of variations on this "no comment" theme, he and his entourage again retreated. A parting cry, from one reporter, was: "Why did you hold a press conference, Charlie?"

A POINTLESS PRESS MEETING...is harmful. Alas, too many manufacturers, ad agencies, and p.r. men are ready to hold a press party without reason. These are "impress conferences" serving no purpose other than to impress the client. Pointless, meaningless meetings do not produce good stories -- and can be harmful to future relationships.

November 1959

Creating Demand

2006-07-26T21:52:00.000-06:00

ONE CAN ALWAYS LEARN...A long-time account (mfrs. of electrical control equipment) said "let's check the magazine list you're using...many of the inquiries we're getting are not right for us." As we always work for broadest coverage, we thought he meant some of the lesser electrical or trade publications.

IMAGINE OUR SURPRISE...when he added, "that story in BLANK is bringing letters from retailers all over the country for more info on our store-lighting controls." He continued, "we don't sell direct; we're interested only in inquiries from engineers and electrical contractors, who specify or install the units. These user inquiries are too much for us to handle."

EVERYTHING ISN'T OBVIOUS...We explained that by building consumer demand, sales were developed for contractors and wholesalers. Getting the story to the trade was fine, but getting it to the eventual user too was the way to move equipment out of the warehouse, off the shelves.

CHANGE YOUR SYSTEM...was our advice. Don't look to cut down inquiries. Prepare a simple "consumer reply" form, with product information and the name of the nearest distributor. Then too, forward inquiry lists to area dealers. Show them how you back them with result-producing promotion.

DOUBLE MORAL...This little tale bears out the fact that what may be standard procedure for A can be a new concept to B. We think it shows too that good publicity is truly plus-profit publicity.

May 1957

Eric's note: Today, Dad would be making the same suggestion, but with the response mechanism using the web and perhaps a bit more self service -- lead the prospect to your site and let him find a/more product info and b/the dealer or distributor in his area.

Cheesecake is for Bakeries

2006-07-22T22:54:00.000-06:00

There's no question but that we all enjoy leg art, a well-filled sweater, some cleavage. But that's no excuse for making them the strongest points, the only assets, of a product publicity picture. Fine for Hollywood, this type of shot should be the very last on your production schedule...if used at all.

DON'T SUBSTITUTE SEX FOR THINKING...Publicity is not a space-grabbing operation. While it may be easier for a certain breed of "publicist" to place a story of an Army camp reception for "Miss Ground Valve" than one on the Ground Valve Co.'s service to industry, it certainly isn't as productive a story. In contrived cheesecake set-ups, there's seldom any real gain to the client. All too often, even the company name gets lost in the shuffle, and only the "publicist" and the client, who paid and paid, know the company name involved.

SELL YOUR PICTURES AS NEWS...It's what the product does, how it's used, that's news; not the long-legged gal in the picture. If you do use cheesecake...expose the product as well as the model. A bathing suit shot, for example, can leave readers with the knowledge that the girl is using your portable cooler, not just sunning herself on the beach. Give the picture a reason for being; as always, use the model to highlight the product rather than as a distraction.

April 1957

Man Bites Dog

2006-07-22T22:44:00.000-06:00

We've just sent a check to a client!

REALLY PLUS-PROFIT FOR HIM...In publicizing his product, we got him a "break" many seek but never achieve...a full-page feature in Mechanix Illustrated. Featured as the month's "Bright Idea," the M.I. story will boom his sales. And here's the extra...M.I. awards a $50 prize to the manufacturer of any product good enough to make the feature page.

HOW TO USE IT...When we forwarded the magazine's check to the client, we recommended that it be applied to the purchase of reprints of the feature. Used in direct mail and at point-of-purchase...it's another way to merchandise publicity.

November 1956

Demo Problems before the PC

2006-07-22T18:05:00.000-06:00

Eric's note: This article from 1963 pre-dates the personal computer, but the message still resonates.

A BAD DAY ALL AROUND...was the headline in a business page story which told of gremlins creeping into a press review. The story related how the company, with appropriate fanfare, "cordially" invited about 100 guests "to attend the premiere demonstration" of its dry office copier, but the promotional build-up sagged into anti-climax when the machine, billed as the "industry's most advanced," failed to work. A red-faced press agent explained that the machine had "worked perfectly" before the demonstration. He blamed it all on a guest who inadvertently jammed a piece of onion skin paper into the back of the copier and somehow interfered with the normal workings if its electric ganglia. Still another perspiring spokesman explained that the machine had been transported from Toronto in a station wagon and suggested that some of its parts had been unduly jarred.

THE NEED FOR CHECKING...and rechecking of equipment, electrical outlets when needed, and all other facilities important to a press showing of a product cannot be over-emphasized. But even when the publicist checks, as this one evidently had since he said it "worked perfectly," companies are often at fault in rushing the introduction of models that are no more than prototypes. Pre-production units should be at operating perfection -- and with a product such as this, there should be stand-by units.

June 1963

Come Back, Little Give-Away

2006-07-22T17:25:00.000-06:00

Eric's note: This article is about product giveaways on game and other TV shows.

A current question is, "How good are merchandise give-aways?" The answer lies in the handling. Too many ad agencies and p.r. men have misused the method. They've taken this single facet of an overall promotion and called it a complete campaign.

WHERE AGENCIES GO WRONG...They arrange a give-away for a small account and feel they're doing a full publicity job for him. Actually, give-away campaigns can be of value only if they're part and parcel of an overall program. By themselves, they're invariably a waste of merchandise, money and effort.

WHEN TO USE GIVE-AWAYS...They're for the manufacturer with distribution on a national (or almost national) scale, who still can't afford his own air-time. If the product is advertised in other media, and if there is a working product publicity program in effect, to consumer and trade, then you may safely add the give-away phase and hope for good results.

HOW TO DO IT...Use shows only in areas where you have distribution. Supply local retailers with window streamers, counter cards, newspaper mats, to tie-in store with product "as seen on." Don't rely on the 25-word air plug...help promote the show to the public; in return, it will build interest in your product.

October 1956

Publicity as a Research Tool

2006-07-22T16:49:00.000-06:00

Publicity takes on new value to the ad agency and its clients as a tool of market research. We've discovered this additional function of the "new product" publicity campaign and advocate it especially for the account whose budget does not run to complicated market surveys.

HERE'S WHY...Major manufacturers can make sizeable investments in product introduction to the trade using many methods; the John Doe Co., however, has only X dollars with which to advertise its new widget. The question publicity now can answer is: where to spend those X dollars most advantageously?

HERE'S HOW...Conduct a horizontal "new product" campaign for the widget. Don't be content with a news release to one or two publications in a single field. Broaden your publicity horizon by testing it in all editorial columns which bear upon the field. As an instance...the widget is considered to be a chain store item. Test it, too, in hardware, houseware, premium and mail order trade publications.

HOW TO USE THE TEST...Editorial acceptance is the first factor; poor response from editors in a categoric field indicates a poor potential market. Then, tally resultant inquiries and sales from various fields. Compare results from categoric markets and determine which books in each field pulled the highest return.

HOW YOUR CLIENT BENEFITS...Publicity not only serves to open new markets, but shows where to best spend future ad dollars. It helps you to make the most of his budget; helps him to use it in prime markets.

September 1956