Truth and Consequences

 

President’s Column: Andra Bennett House, APR

Remember the long-running game show Truth or Consequences? Sometimes in the world of PR, it’s a game known as Truth AND Consequences.

Everyone agrees if we lie about, hide or omit critical facts, we will eventually pay the consequences. But truth – or personal opinion – has consequences as well.

Some months ago, this debate hit the blogs regarding Whole Foods CEO John Mackey, who penned an Aug. 11 opinion piece for the Wall Street Journal regarding health care reform. It prompted thousands of comments on Whole Food’s Internet forum, and protesters called for a boycott of the store.

Mackey certainly has freedom of speech, freedom to his opinions. But were the public relations implications – and the financial ripple effects – worth sharing those opinions in such a public forum? Health care as a philosophy is certainly tied into Whole Foods’ mission, but taking a political stance may have unnecessarily alienated too much of the customer base. The jury is still out.

Another example that comes to my mind recently is Rush Limbaugh’s bid to become co-owner of the St. Louis Rams. Some high-profile NFL players said they would not play for Limbaugh, based on racial comments he has made in the past, so he was dropped from the bid. Others, like Time magazine’s Bill Saporito, think that the NFL “is just another big business — why should it be anything less — only with a huge amount of ego attached to it. Rush should fit in quite well.”

Rush, as a nationally-known public figure and entertainer who often says polarizing things on the airwaves, is either worshiped or vilified. Anyone entering into a business relationship would certainly be within their rights to weigh the benefits vs. the risks of teaming up with a person whose larger-than-life reputation could impact the value or operation of a franchise.

It shouldn’t come as any surprise when a public figure cannot separate unrelated business dealings from his or her reputation. We cannot separate a pastor’s / CEO’s / radio host’s personal opinions or private behavior from their public responsibility to their trustholders. They can’t live their lives in compartments. Is that fair? Not always. But it’s the way it is.

Public figures have always been scrutinized and held to higher standards. With today’s 24/7 media, now more than ever, freedom of speech does not guarantee freedom from the consequences of your speech.

Why earn your APR? #accredchat testimonial

Diane Rhodes Bergman, APR

Attaining the APR turned out to be one of the most rewarding endeavors I have undertaken. I have been practicing PR professionally for over 15 years and have always strived to stay informed and updated. As a result, I was astonished at how much I learned going through this process and the impact it has had on my daily practice of public relations.

It is true that much of the information you review in preparation for the APR covers topics you have “learned” before. The difference is that this process forces you to actively apply the details of this knowledge to your real life practice of the profession, which takes your learning to a whole new level.

Now that I’ve completed the process, I fully realize that the APR designation is much more than three letters after your name; it symbolizes a deeper level of commitment to the profession, the public and to your employers/clients.

Three Signs You’re a PR Pro

Public Relations is ever changing – and as it becomes more integrated with marketing and advertising, we are starting to see many new facets of PR professionals. So what constitutes as a PR professional? We’ve discussed the definition, but what about types of people? Types of personalities? We will never all be the same, but we might have some of the same traits.

1. ‘Dude I can’t put down my BlackBerry/iPhone/snazzy smartphone‘: Admit it. You check it incessantly. You have to be on all the time. You’re checking social media channels, Google Alerts and national media coverage. If something negative hits, you need to be ready. If a client pings you at 2 a.m., you might be expected to answer. It might vary depending on your industry, but clients come first. In associations, members come first.

2. ‘Proud, Honored and Words Like it Make Us Cringe’: It’s hard to look at those words in a press release and not take out the red pen and cross it out. Innovative and Synergy are starting to become over-used words as well. As PR professionals, we don’t want to have the same type of press release as another, especially a competitor. It’s hard to believe something is ‘incredible’ if everyone else is shouting the same thing. Make your client unique.

3. ‘Grammar Pet Peeves’: Mine is ‘your’ v. ‘you’re.’ Yours might be ‘loose’ v. lose. Many of us are writers at heart, and a large portion of our job revolves around it. I’ve noticed many have quirks and like things done a certain way – and grammar is always one of them.

So what would you add? What are your signs of a PR professional?

Being green is good for the environment, but is it good your bottom-line?

Big Elephant EarsImage by K. W. Sanders via Flickr

President’s Column: Andra Bennett, APR

Green’s my favorite color. Huge green elephant ears gently sway in the breeze outside my home office window as I write this, bringing peace to my work.

My affection toward green extends to the ink on U.S. currency. Having that kind of green brings peace of mind, too.

Can those two greens live in harmony? As environmentally-friendly “green” initiatives have come upon the PR scene, how do we implement programs and campaigns that are relevant to our customer and measure the return to our company / client?

Find out at our next PRSA luncheon Oct. 14 as our panel shares how the public and private sectors are working to steward our precious environment, communicate these efforts to the public, and bring a positive return to a company. Panel members are:

Brian Boerner, director of environmental management, City of Fort Worth

Tom Burke, APR, manager of public relations and communications, IBM

Chris Smith, Texas media director, Environmental Defense Fund

Giving away some green…
We’ll also be handing out some green. The Greater Fort Worth Chapter has established scholarship funds for outstanding PRSSA students at ACU, TCU and UTA.A student from each university is selected to receive $500 each and will receive their check at the October luncheon. The students are:

 

 

ACU – Will Moore

TCU – Katie Pool
UTA – Kathelin Buxton

Finally, congratulations to Diane Rhodes Bergman, APR, for achieving her accreditation status from National PRSA.Diane will receive her APR pin and $100 from the Chapter’s Jim Blackmore APR Memorial Scholarship Fund. The fund was established last year in memory of Blackmore’s PRSA legacy in Dallas-Fort Worth, and is awarded to GFW members who achieve accreditation.

Chapter members, your annual dues fund these important local awards that elevate the status of our profession and help support fellow members and students. Please join us in October at our annual meeting for the luncheon program, presentations and elections. Your participation is appreciated.

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Making the News: The Rise of the Crowd

On Tuesday, September 15, GFW PRSA members Tracy Syler-Jones and Richie Escovedo provided a session for the chapter’s Education Special Interest Group.

Making the News: The Rise of the Crowd

Tracy Syler-Jones (@TracySJ) – Vice Chancellor of Marketing and Communication at TCU
Richie Escovedo (@vedo) – Media and Communication Development at Mansfield ISD

Today’s supercharged communication world presents numerous challenges for communicators. In the recent past, one could rely on traditional media to pass along news and information that could reach, and hopefully, influence the masses.

However, a shrinking number of reporters means communicators must learn how to effectively utilize, integrate and manage social networking and new media tools to remain visible and connected with key audiences. Learn more about the role the crowd plays in pushing your message along and how to tap into that energy.

Additional links promised to attendees:

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