Last Month in PR || April 2021 NewsWorthy

A light-hearted and incomplete roundup of PR hits and misses from recent weeks. Our only agenda is to remind everyone how hard it is to do PR well—and how easy it is to get it wrong. Written by Jeff Rodriguez.

GEORGIA ON THEIR MINDS: Several corporations, including Coca-Cola, have plunged into national politics, speaking out against the voting laws recently passed in Georgia. Depending upon your point of view, they’re either taking a bold stand, or caving to a very vocal minority. Sen. Mitch McConnell responded by warning corporations to “stay out of politics” adding that he will no longer accept corporate political contributions (just kidding). Former President Trump, meanwhile, called for a boycott of Diet Coke, only to be photographed a couple of days later with a bottle of Diet Coke partially exposed on his desk. It’s just so much better than Mountain Dew.

TAKE ONLY AS MISDIRECTED: What can we safely do after being vaccinated? If you’re not sure, you’re in good company. A recent news article stated, “At a particularly crucial juncture in the pandemic, the Centers for Disease Control and Prevention has a messaging problem.” The article included comments from public health experts. One professor said, “Whether you’re a public health agency or doing a communications campaign of any kind, an erosion of trust is incredibly damaging.” A second expert said simply that the CDC’s messaging on post-vaccine restrictions “has been a mess.” The CDC issued a statement in response, but no one could understand it.

JUST DON’T DO IT: Olympic gymnast Simone Biles announced that she was ending her six-year relationship with Nike to sign with Athleta, which, she said, will “help me be a voice for females and kids.” Nike gracefully wished Biles “the very best,” and canceled an order for 300,000 bobbleheads.

THE FRIENDLY SKIES: Why do flight attendants greet you when you come on the plane? Flight attendant Kat Kamalani created a TikTok video to explain. Her clip has drawn more than 2.5 million viewers, all of whom want to know if they can have two carry-on items.

JUST ASKING: Texas Sen. John Cornyn got himself in a tangle while trying to criticize President Biden. Quoting an excerpt from an article about Biden, Cornyn tweeted in part, “Tweets from his account are limited and, when they come, unimaginably conventional. Biden has opted for fewer sit down interviews with mainstream outlets and reporters.” The senator then followed with his own words: “Invites the question: is he really in charge?”  Cornyn’s criticism prompted quite a backlash, with a sarcastic, “If a president isn’t on Twitter constantly is he really even a president?” Cornyn quickly backpedaled, stating, “That tweet was not meant to suggest anything about the president’s competency — physical or mental … certainly wasn’t my intention.” There is no proof that Cornyn made his comments in an attempt to distract attention from fellow Sen. Ted Cruz.

ALL THUMBS
Anybody can tweet. But that doesn’t mean everybody should.

  • Ivanka Trump shared photos of herself getting vaccinated and encouraged others to do so, but was met with a pandemic of angry responses.
  • Singer Cardi B posted photos taking her daughter on a $29,000 shopping spree. Followers were outraged at her extravagance, but Visa sent her six new card offers, all with 0 percent introductory financing.
  • ESPN analyst Paul Pierce posted a video showing him in a room full of exotic dancers who were not wearing masks (at least, not to cover their faces). ESPN fired Pierce, but he was unfazed, tweeting, “I can’t lose even when I lose I’m winning.”
  • Retired football star Brett Favre criticized players for kneeling during the national anthem, only to be reminded of a tweet from last fall where he had spoken in support of “freedom of speech.” Timeout has been called while the officials review the replay.
  • Singer Cher tried, very, very hard to tactfully tweet that, if she had only been there, she might have been able to do something to save the life of George Floyd. After a wave of criticism, she tried a different route:  “I Thought some ppl wouldn’t understand, Or Believe an Entertainer Could have Honest emotions about a human Being,suffering & Dying,even if It’s Only Shown On tv. You Don’t Know What I’ve Done, Who I Am, Or What I Believe. I CAN, I HAVE, & I WILL..HELP.” We got you, babe.
  • Singer Demi Lovato went on Instagram to criticize a frozen yogurt shop for selling sugar-free products, adding the hashtag #dietculturevultures. The ensuing furor caused Lovato to backtrack, acknowledging she had “definitely jumped to conclusions.” And the yogurt shop doubled its followers.

NO HAT, ALL PRATTLE: Congressional candidate Dan Rodimer is tired of having to talk about his Texas drawl. But people keep asking, mostly because Rodimer has lived in the state less than a year and was born in New Jersey. He also did a commercial showing him riding a bull, only to have to admit later that a stunt double was used for part of the shoot. Fellow Republican Matt Gaetz—yep, that Matt Gaetz—criticized Rodimer, tweeting, “Fake Texan makes fake video of fake bull ride.”  When Matt Gaetz is criticizing your public profile …

And a few hits…

CALLS BLOCKED: Actress Milana Vayntrub is appearing as “Lily” in a new round of commercials for AT&T. And she’s drawn a new round of extremely inappropriate comments on social media. In March, Vayntrub responded, tweeting: “Been getting a lot of ‘Why are they placing her body like that in those ads?’ Well, I direct the ads. I place myself like that. And it’s because of the thousands of unwelcome comments I receive about my body. You’ve lost the privilege of looking at it until I feel safe again.”

THE BALL STOPS HERE: After the Liverpool soccer club canceled plans to join a new league, the owner of the club, John W. Henry, felt compelled to issue a remarkably frank video apology. “I want to apologize to all the fans and supporters of Liverpool Football Club for the disruption I caused … I’m sorry, and I alone am responsible for the unnecessary negativity brought forward over the past couple of days. It’s something I won’t forget .” Save that for the textbooks.

ORGANIC RESPONSE: Haltom City candidate Willis Odell had his campaign signs translated to Vietnamese. But someone, intentionally or otherwise, messed up the translation, and Odell’s signs inadvertently included a reference genitalia. The error was tactfully pointed out to Odell by Haltom City Mayor An Truong—Odell’s opponent.

A SPACE ODYSSEY: After players at the NCAA Women’s Basketball Tournament posteed photos showing only one set of barbells for their workout area, the NCAA responded that it was due in part to “limited space.” Oregon player Sedona Prince then posted a video showing there was enough unused space available to house, well, the men’s workout room. The clip went viral, and the NCAA quickly gave the women more appropriate equipment. Fortunately, there was a sale that week at Target.

PARTING THOUGHT
“I needed to do something to brighten not only my spirits, but also the spirits of others.” — 82-year-old La Verne Ford Wimberly, who puts on her Sunday best for church services each week, even though the services are online.  

In Need of a Cover-Up

In attempting to hide a sex scandal, a Congressman nearly lost his shirt

Written by: Jeff Rodriguez, Historian

It’s not always easy to recognize quality public relations work. But it’s usually pretty easy to identify a bad PR move.

Such was the case on December 10, 1974, when Congressman Wilbur Mills resigned from his position as chairman of the House Ways and Means Committee. There’s a lot of power in that position, and Mills, an Arkansas Democrat, had held it for a long time, since 1958.

It was a wise move, but prompted by a series of bad moves. A couple of months earlier, at around 2 a.m. on October 7, a U.S. Park police officer had pulled over the 65-year-old Congressman.

This was a problem because, one, Mills had been driving without his headlights on; two, he was visibly intoxicated; and three, none of the people in his car was his wife.

Instead, one of his passengers was a lady named Annabelle Battistella. She was a stripper whose stage name was Fanne Fox. She also was 38 years old, meaning that Mills had been serving in Congress longer than she had been alive.

Oh, yes: Mills was bleeding from his nose, and Battistella had bruises on her face. And when the officer had approached them, Battistella tried to escape by leaving the car and jumping into the nearby Tidal Basin; perhaps she was hoping to swim outside of U.S. jurisdiction.

How Wills handled the situation is an interesting lesson in crisis management—or perhaps, non-management. Rather than comment directly, he assigned the job to an associate named Oscar Goss, who denied that Mills had been involved. But then the cops publicly confirmed that Mills was their man, and further confirmed that he had been intoxicated and bleeding at the time.

In response, Mills had Goss issue the time-honored statement of “No comment.” But the media queries and gossip were not about to stop. I mean, it was a drunk Congressman and a stripper; at the National Enquirer, they probably suspended all vacation requests.

So three days later, Mills issued another statement, confirming the allegations. But he didn’t quite come clean; as reported in the Washington Post:

“In a statement issued by his Capitol Hill office, Mills said his face was cut from his eyeglasses, which broke as he tried to stop an ill woman neighbor, Mrs. Eduardo Battistella, from leaving the vehicle.”

The statement explained that he had been at a party, and that he had left his wife at home at because she had a broken foot. The Post added, “Mills’ statement said nothing about drinking, and left unclear many other things about the incident and the other occupants of the car.”

Then Mills went into reverse-damage control, which is to say, he made the situation worse. He said Goss’ original denials occurred because he had misunderstood Mills.

When Goss had told him about the media coverage, he explained, “because of the manner in which it was phrased, I told him that it was an inaccurate report. He (Goss) mistook this to mean that I was not involved, resulting in the previous statement issued in my name.”

To buttress the strategy, Goss released his own statement, claiming it was “obvious” that he had misunderstood Mills, and adding that he deeply regretted “any embarrassment that it may have caused him and his family, and any inconvenience it has caused others.”

You would think that a scandal of this proportion, compounded by a ham-handed PR response, would end a politician’s career. You would be wrong. The next month, Mills was easily re-elected; exact numbers were not available, but some claimed his percentage of the vote was 36-26-36.

But Mills had one more faux pas up his sleeve. Just a couple of weeks after the election, he was reported to have gone to a club where Battistella was performing and jumped up on the stage. Remarkably, Fanne’s husband was with him, and he jumped on stage, too. Perhaps there was a special going that night, and everyone was getting half off (including Fanne).

Behind the mischief was a serious problem. After the stage incident, Mills resigned his chairmanship and checked himself into a rehab facility. And in 1976, he declined to seek re-election.

Mills ultimately redeemed himself, beating his addiction. He spent his remaining years helping raise funds for alcohol recovery services, and a treatment center in Arkansas was built in his honor. It’s also worth noting he was a driving force behind several important pieces of legislation, and he stayed married to his wife.

Sex dramas are nothing new to PR. But at the time, Mills’ scandal was pretty, well, scandalous. And it serves as another reminder of the important role we play. If you don’t have a good PR team helping you map your course, it’s all too easy to take a wrong turn—and find yourself driving in the dark.

Braking Bad

In 1966, a carmaker’s dubious PR strategy crashed and burned spectacularly

Written by: Jeff Rodriguez, Historian

When companies are confronted with bad publicity, they must decide how to respond; one option they might avoid is to make the situation worse. But that’s what happened on Nov. 30, 1965, when the book, “Unsafe at Any Speed: The Designed-In Dangers of the American Automobile” was released.

The author was Ralph Nader, a 31-year-old lawyer. He had been interested in auto safety for several years (even if hardly anyone else was) and the book was a culmination of his research. And it did not pull any punches; the opening sentence reads, “For over half a century the automobile has brought death, injury and the most inestimable sorrow and deprivation to millions of people.”

While Nader was critical of the industry as a whole, he took particular aim at one car, the Chevrolet Corvair. Nader maintained that the car’s faulty design put drivers at a greater risk of losing control of the vehicle and rolling it.

The day the book was published, the New York Times ran a modest article about it; the next day, they ran an article where auto industry execs refuted the allegations. But beyond that, the book got little, shall we say, traction. Nader’s work was in danger of being relegated to the junkyard of abandoned car books.

But General Motors, the parent company of Chevy, had an idea. Perhaps concerned about the potential consequences of Nader’s book, they launched a campaign to discredit him; I don’t recall this course being offered in my college’s PR curriculum, but we were not in one of the Power Conferences.

GM hired a team of private investigators to poke into Nader’s personal life. They allegedly followed him, made harassing phone calls, tapped his phone and, under false pretenses, questioned his friends. As the lead detective wrote (yes, wrote), the goal was to examine “his politics, his marital status, his friends, his women, boys, etc., drinking, dope, jobs, in fact all facets of his life.” And for good measure, they had a couple of women try to seduce him. (They failed).

In February 1966, the Washington Post ran a story reporting Nader’s allegations. GM’s next PR step was equally curious; in March, they admitted they had indeed investigated Nader, but only as a “routine” matter—because you know, we’ve all been asked common background questions about our interest in boys.

Later in March came the real PR fiasco, when James Roche, GM’s CEO, appeared before a Senate committee. In that hearing, he denied some of the worst allegations. But he also formally apologized to Nader. And when asked to address GM’s original explanation of a “routine” investigation, Roche said it must have been caused by a miscommunication. Remember, when all else fails, blame the PR team.

The hearing was front-page news; it’s not every day that a corporate CEO publicly apologizes. And now Nader’s book was in the news, too: by June, it was on the best-seller list. And in September, President Johnson signed the National Traffic and Motor Vehicle Safety Act, which required new safety standards, and created an agency to enforce them.

Nader would later receive $425,000 in compensation from GM; he went on to appear on the cover of Time, Newsweek and Esquire, with the latter publication suggesting he could be President, an idea which, at the time, probably appealed to Al Gore. Today, Nader is recognized as a leading consumer advocate, and safety features have become a prime selling point for virtually every car manufacturer except France’s Renault, whose slogan is reported to be, “It runs, okay?”

And we are left to ponder GM’s strategy: how else might they have responded? Is it ever okay to run a campaign to discredit a critic? And who is to blame for creating that hideous Pontiac Aztec?

These are complex questions, and we may not all agree on the answers. But we do know this much: driving a PR campaign is a lot like driving a car. Before you get on the road, it’s usually a good idea to first know where you want to end up.

Watershed Moment

How a daredevil’s plunge over Niagara Falls managed to be both a success and a failure

Written by: Jeff Rodriguez, Historian

Some people will go to any length to get some publicity. But others will go to any depth, and such was the case on Oct. 24, 1901, when Annie Edson Taylor successfully plunged over Niagara Falls in a barrel.

Taylor was not the first person to challenge the falls, but she was the first person to survive. Even more impressive, she took the plunge on her 63rd birthday; you know how those seniors love field trips.

But there was a dark side to Taylor’s adventure: It was motivated primarily by a need for money. A widow and former teacher, Taylor had struggled financially for years. The stunt, she hoped, would bring her fame and fortune. And this was years before the premier of “Survivor.”

For a modestly educated retiree, Taylor was quite adept at strategic planning. For one, the Michigan resident planned the trip to coincide with the Pan-American Exposition scheduled for nearby Buffalo. The barrel was custom-made, featuring a mattress and a weighted bottom. She also hired an associate, Frank Russell, to go to New York and generate advance publicity.

And when Taylor arrived, she did a bold but primitive version of A-B testing, sending the barrel over the falls with a cat in it. The feline survived, and Taylor, having dubbed herself “The Queen of the Mist,” posed for photos with the cat and the barrel.

Taylor’s own trip took less than 20 minutes, and like the cat, she emerged relatively unscathed and was greeted by the press. “If it was with my dying breath,” she said, “I would caution anyone against attempting the feat,” possibly adding, “At least not without first signing a non-compete agreement.”

As she had hoped, Taylor enjoyed a burst of celebrity, getting speaking engagements. Unfortunately, the fame did not last long. Adding to her woes, the barrel was stolen, with a prime suspect being her PR man, Frank Russell. Taylor, who had risked her life to achieve financial security, died in poverty at age 82.

Her attempts to discourage others from challenging the falls also were not successful. Since her plunge, more than 25 people are known to have taken the trip, with at least 10 dying. (This does not include the approximately 25 people who die each year during suicide attempts.)

Ultimately, the real PR winner is, of course, the falls themselves. At least 9 million people visit the site each year, which is now supported by a state park (the oldest in the United States), a restaurant, a conference center and an entertainment district. Plans for a giant mural honoring the World Champion Buffalo Bills remain on hold.

Running a successful PR campaign isn’t the easiest thing to do. But the next time a client has you over a barrel, remember that it really could be worse. Because while the sky may be the limit for us, a 160-foot plunge is a different matter.

Media Landscape Amid COVID-19, Courtesy Of Kim Brown, APR

“As a former broadcast news producer, I never thought I’d see the day when interviews were primarily conducted virtually. I remember standing in the production booth at CBS 11, patching in Skype interviews after the fertilizer plant explosion in West, Texas. The quality was poor, but it was breaking news. The kind where quality doesn’t really matter. We were on the air and needed the latest information. This was the exception to our ‘the viewers care about quality, so avoid Skype interviews’ rule.

Seven years later, here we are, in the middle of breaking news once again. This time, it’s a global pandemic and nearly everyone has been sent home. Who could have imagined a time when Chris Cuomo would be hosting his primetime show on CNN from his basement? It’s the same for local media too. Anchors, reporters, even producers and editors are all working from home. The thought of this makes my former producer brain spin. And I want to know, will their shift to online news reporting last? In certain aspects, I hope it does.

As a media relations specialist at Cook Children’s Medical Center, I see the doors of possibility opening amid the current news landscape. Things move more quickly now. Instead of juggling multiple schedules, arranging locations for filming, coordinating with the expert, department leaders, parking and security to ensure everyone is in the loop, now interviews can be done with the click of a Zoom link. It literally takes an hours-long process down to minutes. And it’s not just saving everyone time, it’s opening up opportunities for interviews that may have never occurred.

One example of how this new process has worked to our advantage is our recent stories about child abuse. About a week after stay-at-home orders went into effect in North Texas, Cook Children’s began seeing an uptick in cases of severe physical abuse. Seven children were admitted to the hospital in one week and two of those children died. We knew we had to do something, so we sounded the alarm and started speaking out. This strategy isn’t new to us, but what is different is the number of interviews we were able to line up for Cook Children’s child abuse pediatrician, Jamye Coffman, M.D. Normally, we would be limited in how many shoots we could schedule because of the valuable time it takes up. (And if anyone’s time is important, it’s Dr. Coffman’s.) But thanks to Zoom and similar platforms, we were lining up interviews back to back. Since mid-March, Dr. Coffman has been featured in nearly two dozen unique articles, from local outlets to the New York Times, regarding child abuse and the COVID-19 stay-at-home orders. I have to believe this level of coverage would not have been possible without the media’s newfound comfort with virtual interviews. Yes, some of these stories were done with old-fashion phoners, but many weren’t. And if not for all of these interviews, I’m not sure this issue would be receiving the attention it deserves. After the initial stories came out, other children’s hospitals started reporting similar trends nationwide. Now, child abuse amid quarantine is something people across the country are talking about. I think virtual interviews are partly to thank.” Kim Brown, 

Senior Media Relations and Communications Specialist at Cook Children’s