Big Merger, Big Data and PR Kings

Sunday's announcement that Publicis and Omnicom are merging is another sign that digital/big data will rule the day for the immediate future in the world of communications, marketing, advertising and public relations.

The merger of these two large holding companies also holds the potential of further blurring the lines of who is leading the strategic discussion, and raises the question as to whether a "combined" company offering integrated services is better than various disciplines focusing on their strengths in independent fashion.

Certainly, the focus of news articles is on advertising largeness of these two holding companies, but the bigger discussion should be about overall communications strategy, opportunities and threats for public relations and so on.

Omnicom Group owns several public relations agencies, including Ketchum, Porter Noveli and FleishmanHillard.  Aside from speculation about the future of other PR agencies within Omnicom and the overall operations of the combined company, the merger news allows anyone in PR to take stock of Big Data and digital communications.

Since its beginnings, public relations has been about gaining insights into trends, mindsets, motivations and behaviors, then using this information and research to develop communications strategies. In the digital era, there is now a wealth of new research and information that creates opportunities for specialists who can mine and analyze data collected from our computers and phones, from cash registers and more.

While these specialists are highly sought after, the role of the PR pro remains as important and as critical.

From my perspective, the digital era has caused more disruptions in the advertising world than in the public relations dominion. PR pros have appeared far more adept at adopting new tactics with the additional insights of big data, but haven't strayed far from the pillars of sound communication strategies.  Another way to think about this: We are simply being offered different inputs to develop what we are hired to do - influence outcomes, promote products and services, communicate with our customers and target audiences, etc.  The subtle changes in process are well documented, such as: Customer segmentation is growing so we need to be even more targeted in our communications, or we need to drive more "engagement," which is another way of saying we need to get someone to focus on our story or product. ( For one Big Data for PR 101 lesson, go here. There are plenty of others.)

So, will a mega merger change the landscape?  Will it create more opportunities for public relations to lead communications strategies?

If anything, now is an extremely opportunistic time for PR pros to grab attention - with existing clients and potential ones, with their corporate bosses and with prospective or existing partners.

Remind them who is in charge of developing the strategies and the message, the keepers of the brand and the most experienced person in the room to properly analyze any and all data.

Nothing like leveraging a major announcement to one's advantage, eh?

Why is Paula Deen crying?

Why is the queen of southern food crying?  How is Paula Deen's reputation struggle different from prior ones?  What are her chances at recovery?

Image and reputation recovery is a tricky business.  Because of scandals and because humans are, well, humans, public relations professionals are routinely called upon to handle both the immediate crisis, and develop the strategy for a better future. 

"Make the issue go away" is a refrain I commonly hear from crisis clients.  "What can you do to turn my image around?"  "How are we going to save my reputation?"

As PR pros know, there are no cookie cutter recipes (sorry, had to... when talking about Paula) to rebuilding or rehabilitating a reputation or image.  Each one is a learning experience.  However, success or failure depends on some fundamentals (explained below).

Tiger Woods. Lance Armstrong. Martha Stewart. Two out of these three recent falls-from-grace appear to have recovered, in part because they followed the fundamentals. These are all empires built upon a persona - an image carefully crafted and managed to bring in millions.  Something goes wrong in that person's life, and an empire can quickly crumble. Endorsements, licensing deals and corporate relationships disappear. Big money follows big personalities, as long as they behave.

What are Paula Deen's chances?

Let's look at some of the fundamentals to reputation recovery.

Hit the airwaves
Perhaps her first step was on the NBC Today show. albeit a few days late. (My go-to would have been Oprah - for some very obvious reasons).  But judging by most reactions, Paula didn't execute well. Matt Lauer can be a tough interview. He knows why damaged goods appears on TV.  So, he first asked the appropriate question: If Paula was sitting next to him to keep the financial empire afloat?  Not a real solid answer here. She deflected that one and instead was trying to have a "personal moment" with Matt and America.  It did not appear she had a good game plan going in - other than some hastily assembled messages.

Second - ARS (Apologize, show Remorse and be Sincere)
On Today, we saw a Paula Deen who was trying to show America her true nature, what she is made of and how her daddy raised her.  Potentially good strategies, but these must be delivered with precision. But she failed to do something right out of the gate.  America was waiting to hear an apology.  That is step number one. No options here. Save explanations for later.  "I'm sorry for being insensitive. I apologize for tolerating racial slurs in my presence.  I apologize for ..."  Once the apology is out there, then people will begin to listen and allow you to enter the road to forgiveness.  The public wants to forgive you.  But, you must meet them halfway.  Apologize and show remorse. Make it sincere. (Remorse and sincerity were not evident - in the eyes of a judgmental public - when Lance Armstrong came clean in front of Oprah).   Paula, dear, you can't expect America to "get to know you" in four minutes on the Today show. It will come with time. Use these precious minutes to get the apologize out, AND explain your crazy statement from the deposition about not understanding what offends people.  (So, you are an ignorant racist?)

Third - remain composed
But why was she crying this time around? Why did she look so distraught?  Paula's past responses to attacks on her reputation were executed with much better precision. Really - look at these older videos.  Some people remember the diabetes issue, but America has moved on from that one. On Today, she was in far too an emotional state to be on TV.  I would have cancelled a second time if she wasn't ready.  Yes, we want to see that a situation or an issue has deeply impacted you (and your family and friends), we want you to be sincere, but we also want you to be a strong individual who appears to have the conviction to turn things around and get better. Paula looks defeated - and if you look defeated, there is no hope for recovery.  Game over.

Be quick
(And, as John Wooden would say, "but don't hurry.")   America had been waiting for an official response from Paula.  And, apparently so were her corporate partners and TV network.  Her financial partners were "evaluating their positions" - so that means she needed to be much faster (quick) in huddling with these companies and letting them know her immediate (quick) plans to apologize publicly and to work with them to establish new initiatives associated with the situation.  Paula's brand is well suited to launch educational initiatives aimed at promoting tolerance, fairness and equality in the workplace and beyond. Get people in place to make this happen - quickly, so you can announce it.  But, sadly, she hurried a TV appearance.  Corporate partners were not impressed and could no longer wait.  Ties severed.

Seek counsel?
Paula reached out to Rev. Jackson who essentially vowed to save her and enlighten her. This is a small tactical step that can be viewed with skepticism. Tread lightly here.  It's much better to...

Plan the long game
Reputation recovery does not happen overnight. It occurs in small steps.  Be patient and all will be forgiven - if you do the right thing. 

(Next: a discussion about the fickle, changing public and Anne Rice's plea for the mobs to go away)

Public Relations Strategists Key To Social Media

Public Relations is often described as the practice of building beneficial relationships. 

Obviously, much goes into the development and execution of a good PR plan to build relationships that reward your company or client.  The results of experience, expertise and more can be huge.

Look at "Scandal" - the "must-tweet" television series. 

The Los Angeles Times writes about how Twitter plays an integral part in the success of a show that opened to a modest reception.

The show's producer and its cast have realized the benefits of using this powerful PR tool - in the right way.

There are many unsuccessful Twitter campaigns.  Why?

• Lack of a sound strategy
• No clear understanding of your audience
• Unable to be authentic

These are all basic principles of building positive relationships - developed and implemented through experienced public relations professionals.  

Even if a PR pro did not have his or her hands on the wheel on this one, we're willing to accept the thanks for building the foundation.

No one reads a release?

Today's "At Breakfast With" series (one of the more successful programs from the PRSA-Los Angeles Chapter), had some startling (?) news from reporters and editors from national news organizations:

• Don't pitch a story idea to a reporter's Twitter account.  (Twitter remains sacred ground. It's more personal there than, say, LinkedIn, which is perfectly OK to us to reach a reporter).  They hate a DM pitch.

• If you are not representing a publicly traded company, why publish a news release?  Seems like many reporters are simply not reading them anymore.  

 And then there were things we already know, but need reminding now and then.

• Study the reporter before pitching them. Common theme at these media breakfasts. It seems we PR folks are not understanding this and most reporters complain about getting a pitch that doesn't fall into their type of coverage.  It's so easy to Google a reporter and find what they are writing/broadcasting.  The Forbes reporter who covers entertainment doesn't want to know about the latest face cream breakthrough (unless, of course, the celebrity is about to buy that face cream company).  Bloomberg usually doesn't cover company news if they are not a publicly traded company. 

• Don't call on deadline.

• Building relationships are key.  Take a reporter out for coffee, breakfast, lunch or have a non-deadline casual conversation that doesn't involve a current pitch.

• Reporters get hundreds, thousands of emails.  So, make it personal in the subject line to catch their attention.  

• Phone follow only if necessary.  If you truly think it's a story for them and they probably overlooked it, then call.  Not with "did you get my release," but "It's a story I believe is ripe for you and here's why"

• Pretend you are a TV reporter trying to "sell" a story to the editor.  That's how the reporter you are pitching wants to hear it from you.  (I.e. "What you think you know about XX is now completely different")

• Information and statistics are great, but stories are best with "characters" (i.e. interesting people)..and they need to be media trained for TV.  

And there were a TON of other useful tips from today's program.  If you want to link which reporter or editor to the statements above... well, you need to show up.  If you want this level of intelligence  to enhance your career - then you need to attend more PRSA/LA events and become a member.  Membership is cheap and has huge ROI to your career.