Why Radio will Survive the Media Shake-out of our Decade

Jim Forsyth, News Director at WOAI Radio, appeared earlier this week at the monthly PRSA San Antonio Professional Development Luncheon to talk about the new wave in radio. But who cares about radio?

In an era where we are rapidly watching newspapers and their traditional model of newsgathering go away, Forsyth believes radio is poised for continued success, despite the fact that pundits and media watchers have been predicting its demise for nearly 50 years.

Well, guess what? Subscription and Internet Radio is not only NOT killing local audiences, it is enhancing and expanding them. This was the message Forsyth delivered to his audience of 50 local public relations pros.

He called radio a “fast frigate” and compared the medium to the “big battleships” that are television stations. Radio reporters have always been nimble and able to gather stories “where the grass grows” while television has often distanced itself from its audiences with large sets and capital intensive news gathering methods.

He categorize radio as the ultimate tool for multi-taskers because it goes with you –in your car – and you can tune in while you are doing other things – the backyard barbecue or hanging in the house. “We live in a busy word and people don’t have time to make an appointment to watch 30 minutes of news.”

He credited radio’s current success with audience to controversial talk show hosts like Rush Limbaugh who has given new live to the call-in medium. In fact, Forsyth widely credits Limbaugh and others like him for elevating the status of the AM dial in the past ten years.

While many mediums are searching for a new business model and in fact, this week at the Consumer Electronics Show in Las Vegas, the New York Times was scheduled to preview a new reading gadget, Forsyth pointed to the Comcast model in which cable subscribers get free show downloads from the Internet.

While many thing of radio as low budget, Forsyth was very proud of the fact that his station delivers 4 hours of news each morning with only 7 people. One alarming trend in radio which Forsyth said is already spreading among media markets is the new “hub and spoke” philosophy, not unlike the way airlines route you around the country, by using their hub airports to drive you to a spoke destination.

Here’s an example: their San Antonio-based radio station is now producing and delivering news for sister stations in Waco, Brownsville and Wichita, Kansas. He also shared an example of the Los Angeles affiliate now gathering news for their Minneapolis partner.

Jim paid the audience a huge compliment saying that there are few cities in America who have such a plethora of professional PR Practitioners (thanks, Jim!), but said that this aggregating multiple markets-worth of news will have huge implications for gathering and reporting news. San Antonio PR pros are lucky that the news gathering is happening here and not being “shipped overseas.”

PRSA National Rolls out New Web Site

Haven’t been to the PRSA National organization’s Web site lately? You will be surprised at what the new site has to offer. The look and feel is fresh, logical and organized. The color palette is fun and engaging. The front page aggregates the latest news and events in a quick timeline, but additional resources are organized by three categories: Learning, Intelligence and Network.

The Learning section gives you additional menus for conferences, awards and other in-person and online opportunities. The Intelligence section pulls together all the abstracts from the association’s publications as well as case studies and research. The Network section has the member directory, chapter listings, firm listings and other tools to find members. I took the new member tools for a spin. Specifically, I reviewed the new “My PRSA” section, which allows you to develop a more comprehensive profile on yourself, including listing your social media addresses, uploading photos and checking in on your discussion groups. A great new feature is called “My Directory.” Search the existing member directory and tag members to build them into your own personalized database. I pulled everyone from our chapter’s board to this list rather than creating my own list this year.

The new Web site also features more articles, more case studies and numerous resources for professionals in all industries, and at every level of professional practice. Check it out and let the PRSA National team know what you think—they have lots more to add to the new place in 2010.

Examples of PR/Marketing Strategies Using Social Media

Sometimes, it helps to see case studies of how others are doing things. For some reason today, I've come across several articles and blog posts that point you to some examples of how organizations have used social media as a communications strategy. Take a look!

"10 Social Media Campaigns that Rock! Learn How to do the Same!" ThoughtPick blog (June 8, 2009)

"iPhone Apps Put Brands in Hands," list of the successful brands and apps that best fulfill the promise of utility -- as well as some prominent missed opportunities, by Brian Morrissey (Nov 30, 2009)

"Twitter Success Stories," report details how 11 innovative businesses and associations use Twitter to improve their marketing and business objectives. (2009) [PDF]

"26 Social Media Marketing Examples in Detail," by Lisa Braziel (September 09, 2008; dated but useful)

Helpful Tool Created Jeremiah Owyang on the Eight Stages Of Listening

The decision to use social media at the organizational or corporate level requires looking at the culture of the organization itself. Are you ready to be in real conversation with your customers or partners? Are you ready to listen?

Jeremiah Owyang of Altimeter Group has developed a web strategy matrix that he calls "The Eight Stages Of Listening." I like it because -- like most things in life -- it's not an all-or-nothing approach. Take a look and see where your organization is in the matrix. It's a good tool as we set goals for 2010.

What's ahead for PR? – Congrats to For Immediate Release's 500th Podcast!

I know I have recommended to you on this blog that you listen to the For Immediate Release podcast, hosted by Shel Holtz and Neville Hobson. And I still do. It is an excellent podcast that is currently an hour twice a week. I know that sounds like a lot to listen to. But frankly there is that much happening in public relations – or as Shell and Neville put it, at the intersection of communications and technology. Each podcast is packed with information, case studies, resources, reports and data that you can use in your practice. It's excellent free professional development.

So why am I bringing it up again? Well, something special is happening with FIR tomorrow. FIR will be posting its 500th episode. Did you get that? They’ve done this show twice a week 500 times!

Shel and Neville have invited listeners to share what we think they will be reporting on during the next 500 episodes. So I thought I’d share some of my predictions and see what you would add.

1. Shel and Neville will be talking about the use of 3D avatars online across platforms. The 3D virtual web will no longer be limited to special programs like Second Life and gaming programs. It will become part of the natural course of our use of the web. I have confidence in this prediction because Bill Gates and Steve Jobs, when they were on a stage together, predicted this as well.

2. I also think that nanotechnology will be the poking its head into the communication world. I have no idea in what way (if I did I’d be talking to a stockbroker right now). I just think it's going to be something we will paying attention to.

3. And of course, during the next 500 episodes there will be talk about new (misguided) studies showing that the latest communication tool is a “drain on worker productivity.”

What do you think?

Finding The Perfect Definition

Today I attended the PRSA National Assembly as a delegate for the San Antonio chapter. The national organization was attempting a massive rewrite of the organization’s Bylaws, a task that has preoccupied the group for nearly 2 years.

While I was honored to attend and vote on behalf of the chapter, there are a number of things about attending an assembly of this nature that are extremely frustrating. Early in the process, we debated the merits of how to select board and directors, how the nominating committee should be comprised and other details that were mostly about housekeeping and governance.

Surprisingly, many of these items were contentious to a significant number of chapters, sections and districts.

No single item was more contentious than the basics of defining who should be allowed membership in the organization. Article III, Amendment 109, in which the organization was attempting to add the words “and communications” to every reference in the Bylaws, was the most hotly contested of all.

Semantics underpinned every aspect of the discussion, with repeated references to the concept of “expanding the definition of who can come into the tent” and many speakers spoke for and against who and what we should be called, what our job titles currently reflect. One speaker even quoted a textbook definition as part of the argument for striking the more encompassing definition.

What was disturbing about the discussion is that many speakers in favor of the amendment had a “sky is falling” approach to any changes which would expand the definition of public relations. Those who opposed felt that they already had a more encompassing definition of what they do and wanted the amendment to reflect that diversity. What delegates didn’t really consider is one of the keys to membership in the organization in the first place is that 50% of a members’ activities be focused on public relations. (Already part of the bylaws and not considered at all today).

In the end, the group voted 151-117 to keep the definition of public relations pure. This was a victory for some and a great loss for others.

Next year, I think I will propose an amendment at the assembly in which we debate the validity of including the word “society” into our name.

Apply for Free PR Counseling for San Antonio Non-Profits

There are just a few more days left before the application deadline. Non-profit organizations in the San Antonio area can submit an application to participate in our chapter's annual Giving the Gift of Guidance luncheon (on Dec. 3). Every year, PRSA, which is made up of public relations professionals, invites non-profits to send up to two representatives to its December meeting. Each non-profit will be matched with a group of PRSA members who will spend the entire luncheon consulting with the non-profit to develop a basic public relations plan. The Gift of Guidance program is absolutely free. It’s PRSA’s way of supporting charities and other organizations who contribute so much to our community. The non-profit representatives are also PRSA’s guests for lunch.

The deadline for applications is Friday, November 6. Applications may be sent to Trisha Box at tbox@gvtc.com.

More info on the new FTC rules regarding blogger relations

The Council of Public Relations Firms has a list of "10 Things PR firms Should Be Doing in Response to FTC Changes."

Also, the Inside PR podcast has a discussion about the new FTC rules and implications. Listen to episode 174 (October 14, 2009).

PRSA Responds to FTC's New Rules for Blog-Marketing

The following is a bulletin just sent to PRSA members from Michael Cherenson, APR, PRSA chair (who visited our chapter last year). He presents a clear analysis of the new FTC guidelines.

The Federal Trade Commission (FTC) has issued final changes to its Guides Concerning the Use of Endorsements and Testimonials in Advertising. While advisory in nature, the new guidelines will reset standards of behavior that public relations, marketing and advertising professionals should adopt to avoid violating underlying laws against unfair competition and false advertising.

The guide changes, as set out in the FTC's notice, make three key departures from previous guidance that could impact public relations practice:

• The FTC advises that "endorsers" as well as advertisers can be held liable for false or unsubstantiated claims or for failing to disclose material connections between the parties.
• The guides no longer offer the "safe harbor" whereby testimonials can be qualified by a "results may vary" disclaimer.
• Regarding endorsements, the guides specify that celebrities should disclose relationships with advertisers.

While the FTC will approach each potential violation on a case-by-case basis, the new guidelines will impact how professionals should approach some common practice scenarios. Here are some applications of the guidelines: 

• Bloggers who receive cash or in-kind payment (including free products or services for review) are deemed endorsers and so must disclose material connections they share with the seller of the product or service.
• Any firm that engages bloggers by paying them outright to create or influence editorial content or by supplying goods or services to them at no cost may be liable if the blogger does not disclose the relationship.
• Advertisements or promotions that feature a consumer who conveys his or her experience with a product or service as "typical" should clearly disclose what results consumers can generally expect or specify how the results were unique to the individual circumstances.
• If research is cited in an advertisement or promotion, any sponsorship of the research by the client or the marketer should be clearly disclosed.
• Celebrities who make endorsements outside the context of traditional ads, such as on talk shows or in social media, should disclose any relationship with the advertiser or marketer.

From an ethics perspective, the new guidelines parallel key transparency principles in the PRSA Code of Ethics, as well as Professional Standards Advisory PS-9 condemning "pay for play" practices. However, for practitioners, the guidelines go beyond ethics to recommended practice to avoid legal liability. While the ethics are clear, the triggers and nature of adequate disclosure are not fixed. As I recommended in a recent PRSAY blog post, thorough understanding and self-regulation can help public relations professionals avoid legal repercussions.

 

While the guidelines are advisory in nature, failure to comply increases the risk of professionals finding themselves in violation of the law. Moreover, non-compliance can result in a communication from the FTC warning professionals against the potential offending action. If that warning is not heeded, it may be followed by a cease-and-desist order. Intentional violation of that order may result in referral to FTC enforcement, which may include civil monetary penalties.

  There has been information circulating publicly on the new guidelines that is confusing and conflicting. With this notice, PRSA hopes to bring members up to date on the facts as currently understood. This information is based on FTC documents and an in-depth conversation with a Commission staff attorney. Going forward, PRSA will continue to provide you with information, clarification, case studies and interpretations as they unfold.
 
Best regards,
Michael Cherenson, APR

by Deborah Charnes Vallejo, Bromley Communications

On the eighth anniversary of the September 11 tragedy, 1300 people from more than 50 countries gathered in Mexico City as part of the 62nd Annual United Nations DPI NGO Conference. The theme was Disarm Now, a familiar topic to many of the participants that had been witnesses to the effects of armed conflict or violence.

While disarmament is complex and challenging, the president of Mayors for Peace, Hiroshima Mayor Tadatoshi Akiba, said at the closing ceremonies that he is “confident we can abolish nuclear weapons by 2020. We have the power, and responsibility, to accomplish it. The message of Hiroshima is no one else should ever suffer.” Close to 64 years after the atom bomb killed 40 percent of its population, Mayor Akiba claimed the success of his city was due to the power of the citizens: a “groundswell of public opinion” can make the difference.

Among the proposed action items discussed at the conference were routine elements of public relations campaigns.

“Disarmament must be visible to the public,” said UN Secretary-General Ban Ki-Moon. “You can make it happen…rally the world around these areas. The mightiest voice of all is the power of the people.”

Marcia Lorena Miranda, a panelist from Nicaragua, exhorted all to involve and mobilize the community.

As successful examples of community involvement, one workshop showcased how art can educate the public and create lasting icons to keep disarmament top of mind. Representatives from The Ribbon International Peace Project, Women’s Caucus for Art and DJs Contra La Fam concurred that when people express themselves through the arts, it changes their thought process.

Conference-goers had their own chance to participate in a community art project. The morning of September 11, a Peace Pole was unveiled in the Alameda, Mexico City’s sprawling park that sits between the Ministry of Foreign Affairs, the Palace of Fine Arts and the Diego Rivera Mural Museum. As reporters and cameras documented the unveiling of an obelisk inscribed with calls for peace, attendees affixed colorful ribbons with their personal messages. The monument will travel to other venues as a symbol of peace to generate ongoing exposure and participation.

“Whatever you produce has meaning,” said one of the artist-activists. “We can create a strong voice – a collective voice.”

Jody Williams, a Nobel Peace Prize laureate from the United States, recalled her early experiences with the Cold War. “As a grade school child we’d hear a buzz…crouch under our desk or file in order, calm, into the gym,” she said. “I wanted my family to have its own bomb shelter…But would I even want to survive (if) the world as I knew it would be destroyed? It is absurd that any child in the world has to think about that.”

Eight Decisions Businesses Should Make for Using Twitter

For the last two days, PRSA San Antonio and the SA Public Library have kicked off our joint training sessions for local businesses and organizations on getting started with Twitter and how to use some amazing business tools that are available free on the library web site.

Since the Twitter part of the session is designed for organizations and businesses, I created a list of decisions they need to consider for using Twitter to engage customers and partners. Here they are:

1. Create a username (Twitter ID) that is short, memberable and associated with you. A factor in this decision is whether to use a branded or indiviual username or a combination. There are pros and cons to each option.

2. Select your Twitter image. Do you want a photo of yourself or the owner or do you want a logo. Again, the right choice depends on how you will use Twitter.

3. Create a background for your Twitter “home page.” This is also where you will put information about your company that won’t fit in the 160-character bio in your profile. You can either design your own template, or find a free one online or hire a designer who knows how to do it. The background and info should reflect your brand clearly.

4. Decide who in your organization will tweet and set a general guideline for how often. This is probably more important in the early stages. Later, the enagement of your followers will guide your level of activity. But I must say, if the boss’ photo and name are on the account, then the boss should be the one using the account. If he or she can’t or won’t, then someone else’s name and photo should be on the account.

5. Plan how you will promote your business’ Twitter ID. Include it in the footer of your emails, on your web site, in all your fliers and brochures, etc.

6. Plan for how you will respond to criticism. If there is any, it was happening already. Twitter gives you an opportunity to engage critics and customers who are having trouble.

7. Make sure you have set up organizational policies for your employees, including for their personal use of social media in terms of how it might affect your organization. Tie your social media policies to your existing ones. For example, that policy you have prohibiting sexual harassment applies to the online world.

8. Decide how you will measure success. Why are you using Twitter? There are very specific ways to measure links to your web site through Twitter, types of tweets that tend to get retweeted, growth in followers right after a specific appeal, etc. You can also build in processes like asking customers how they heard of you.

There is more information and suggestions about most of these topics online. In addition to searching, you can refer to our chapter's Delicious page for some links. (Click on the "Twitter" tag.) I'll also be posting the session PowerPoint slides there later today or tomorrow.

Think of the Social Media Release as an Online Press Kit

The social media news release concept has been in a kind of development stage for several years. During that time, we’ve seen creative ideas and lots of confusion. The main point of contention is the mistaken idea that the social media news release should replace the traditional release. Nothing could be farther from the truth.

What is the Purpose a Social Media News Release?
The social media news release is really an online press kit. It provides your news in ways that assist journalists and bloggers to write stories about your news. It gives people tools to share your audio and video clips, download logos and photos, and immediately find key stats and quotes rather than sorting through prose. Since a sizeable percentage of stakeholders are generally online, they are more likely to get your news there.

How do You Use Both Kinds of Releases?
There is still value in the traditional release. Some trade publications in your industry may still practically print your release unaltered. And it presents your story in a narrative form. Storytelling is good. I’ve also found that when there are lots of internal levels of approval, the final traditional news release serves their purposes, while the social media version is more of an aid to journalists.

There are several places you can go to learn more. One of the best recent ones is an audio presentation delivered by Shel Holtz, ABC, co-host of the For Immediate Release podcast. You can listen to his engaging down-to-earth speech and see his ppt presentation online. It’s a great way to get a crash course on a powerful communication tool.

Tell the Boss: We Need A Social Networking Policy

At a recent PRSA San Antonio Luncheon Program focusing on Ethics, speakers Dr. K. Matthew Gilley (St. Mary’s University Chair of Bill Greehey Chair in Ethics and Corporate Social Responsibility) and Earnie Broughton (executive director and ethics program coordinator for USAA), referenced a recent survey by Deloitte CCL called Social Networking and Reputational Risk in the Workplace.
The findings of this survey offer public relations practitioners a clear challenge.

• 58% of executives said that reputational risk and social networking should be a boardroom issue. Only 15% said IT ACTUALLY IS.
• 74% of employees responding to the survey said it is easy to damage a brand's reputation.
  

Even more frightening are the statistics from executives that highlight recognizing and responding to risks.

• Only 17% had a monitoring or mitigating program in place.
  
• 22% cited a formal poicy for how employees can use social networking tools.
  

How can you get executives to take notice or "elevate the discussion" on social networks which Deloitte's study suggests?

First, share the results of this study and take responsibility for taking the discussion with senior management to the next level. After that, do our homework. Spend some time researching policies designed and implemented by other organization (You're bookmarking them in delicious, aren't you?). You will no doubt find organizations of a similar size or culture who have started. That's a great place for you to start in your organization, too.

Finally, expand the dialogue to include other stakeholders. Get a group of your employees, customers and clients together an assess what common questions and practices are already happening. Find a way to harness it.

Last, come back here and tell us how you did it and what your new policy looks like. We can all learn from each other's success.

PRSA Condems Industry Malpractice

On Thursday, PRSA national released a statement criticizing the recent barrage of unethical cases involving deceptive online practices, front groups and pay for play. The statement is online. And I have posted it in full below.

August 27, 2009
PRSA Condemns the Growing Use of Disingenuous Editorial Content, Deceptive Commentary on Blogs and Other Venues

NEW YORK (August 27, 2009) – Over the last few months, there have been several news accounts of promotional tactics that signal a common thread of malpractice under the Public Relations Society of America’s (PRSA) Code of Ethics and PRSA Professional Standards Advisories (PSA). While each tactic varies in method and medium, PRSA states categorically that misrepresenting the nature of editorial content or intentionally failing to clearly reveal the source of message contents is unethical.

Recent reports have included:

• A public relations firm allegedly engaging its interns to write wholesale positive product reviews for online message boards.
• A lobbying firm sending letters on other organizations’ letterhead.
• Bloggers posting positive reviews of products and services while receiving products for free, as well as being paid by the sponsor for such positive reviews. (Proposed new Federal Trade Commission rules deem this practice to be false advertising.)
• A marketing firm creating a program to match clients with tweeters for positive mentions.
• Special interests setting up and/or funding organizations whose only constituent is the organizer or funder, and that take active positions purporting to represent larger constituencies in the current national health care reform debate.

While they vary in method and execution, each scenario shares a common thread of potential malpractice because they fail to conform to fundamental obligations of the professional communicator to protect and advance the free flow of accurate and truthful information and foster informed decision making in a democratic society.

Deceptive Online Practices
Under the PRSA Code of Ethics, the source of editorial material must be clearly identified. Any attempts to mislead or deceive an uninformed audience are considered malpractice. The PRSA code calls for truth and transparency and full disclosure of the causes and interests represented. The goal should be responsible advocacy on behalf of clients, sustaining credibility with all audiences, and strengthening the public’s trust in the information they receive and the profession that provides that information. Deceptive practices produce unethical advocacy. The code also specifically targets deceptive online practices by individuals or organizations using blogs, viral marketing and anonymous Internet posting in Professional Standards Advisory PS-8.

Front Groups
One frequently used vehicle that fosters misrepresentation and unethical advocacy is a third-party organization, known as a “front group,” established specifically to deceive or mislead an audience about the position presented and its source. In Professional Standards Advisory PS-7, the PRSA Code of Ethics spells out the unethical nature of engaging in or assisting such groups’ deceptive descriptions of goals, causes, tactics, sponsors, intentions or participants. The ethical communicator is obligated to reveal all information needed for informed decision making, thereby maintaining the public trust. Withholding or deceptively concealing sources or sponsors of information or their intentions or motivations fails to satisfy the principles of truth in advancing the interest of clients and of serving the public interest as responsible advocates.

Pay for Play
Providing payment to generate or influence editorial coverage, regardless of medium, is unethical and constitutes malpractice under the PRSA code because such exchanges of value are hidden from the reader, viewer or listener. The PRSA code clearly champions the values of honesty, fairness, transparency and objective counsel to clients. “Pay-for-Play” also runs counter to the code’s warning to avoid any conflict of interest that impedes the trust of clients, employers or the public. Under Professional Standards Advisory PS-9, professionals are told to disclose any exchange of value so the reader, viewer or listener has the opportunity to make up their own minds about the value, bias, accuracy and usefulness of information provided by others.

Mayor Engages His Community Through Twitter

Donna Papacosta presents a great example of how Twitter can be used to support real communication goals. In her Trafcom News podcast, she recently interviewed the mayor of Oakville, Canada. Mayor Rob Burton wants to be the “most accessible and engaging mayor in the history of Oakville.” And he is genuinely looking for opportunities to do just that. Some tactics have worked better or gained more traction than others. But the key is, he’s not afraid to try something new.

Listen to the interview in Trafcom News Podcast 88.