About Suzan Colon

Suzan Colon, The PR Verdict’s Content Editor, has written for magazines including O, the Oprah Magazine; Jane; Details; Rolling Stone; Harper’s Bazaar; and many other publications. She is the author of Cherries in Winter: My Family’s Recipe for Hope in Hard Times (Random House). Suzan blogs for the Huffington Post and has appeared on The Today Show, The Early Show, and NPR. For more, visit suzancolon.net.

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Suzan Colon

About Suzan Colon

Suzan Colon, The PR Verdict’s Content Editor, has written for magazines including O, the Oprah Magazine; Jane; Details; Rolling Stone; Harper’s Bazaar; and many other publications. She is the author of Cherries in Winter: My Family’s Recipe for Hope in Hard Times (Random House). Suzan blogs for the Huffington Post and has appeared on The Today Show, The Early Show, and NPR. For more, visit suzancolon.net.

Edward Snowden Keeps His PR Cool

June 19, 2013 by Leave a Comment
Edward Snowden Keeps His PR Cool

THE PR VERDICT: “A” (PR Perfect) for Edward Snowden.

He’s an international hero, a whistleblower fighting the good fight against Big Brother! He’s a villain, a spy, a traitor exposing US secrets to those who would harm the nation! Whichever you believe, apparently Edward Snowden, the 29-year-old former technical assistant for the CIA who has been exposing intelligence gathering secrets for the US National Security Agency, isn’t embracing any role that the media, government officials, or his supporters are creating for him. “I don’t want the story to be about me,” Snowden has said. “My sole motive is to inform the public as to that which is done in their name and that which is done against them.”

The media frenzy about Snowden, and whether he’s good or evil, has been fueled by no shortage of people willing to pick sides. Even Snowden’s own father appeared on Fox News asking his son to stop leaking sensitive information about the government’s spying practices.

Yet, despite his nearly folkloric status, as well as the US’s embarrassment at not being able to find him, Snowden hasn’t taken any opportunity to boast to his supporters or to taunt his detractors. His contact with the media has been limited to staying on-brand with a simple message: I am not a traitor and I am not a hero.

THE PR VERDICT: “A” (PR Perfect) for Edward Snowden, holding PR steady in a media environment that wants him to take sides.

THE PR TAKEAWAY: Stay true to your message. When that message is volatile, don’t get bogged down in public, or political, opinion. Ideas about what Snowden is doing vary wildly, and he’s had every opportunity to get lost in that spaghetti sauce – which would only dilute his message. By standing firm on his purpose, Snowden’s motives stay unquestioned sans vainglory.  That’s one secret definitely worth sharing.

Filed Under: Featured News Stories, International News, Politics/Government, Regulatory Matters, Tech Sector Tagged With: , , , , , , , , ,

Yoga Apparel Company’s PR in Downward (Dog) Spiral

June 12, 2013 by Leave a Comment
Yoga Apparel Companys PR in Downward (Dog) Spiral

THE PR VERDICT: “D” (PR Problematic) for Lululemon. (Pictured: Former CEO Christine Day)

Off with their heads! That may have been the cry from yoga apparel maker Lululemon‘s board of directors, which was likely behind the resignation of two key executives after an embarrassing and costly incident. The company had to recall their signature Luon yoga pants after customers complained that they revealed more than just good form in yoga classes. The switch from opaque fabric set Lululemon back to the tune of $140 million, with a drop in stock prices. As the sheer pants exposed more tails, heads were sure to roll.

First to go was Chief Product Officer Sheree Waterson, who left the company in April. And yesterday, Christine Day announced she would be stepping down from her position as Lululemon’s CEO after nearly six years. PR was spun far thicker than the fabric that caused the problems in the first place. Day calmly called the move a “personal decision,” adding that she would stay on until a successor was named. This was, of course, meant to sound like all were in agreement and yogically serene.

The stock market was not quite so zen. Lululemon’s shares fell 12 percent in the wake of the news, which brings up the question of not only when to fire, but if. Yes, this was a costly mistake, and certainly an embarrassment for one of the most successful athletic apparel chains around. But the beheading, following the mistake, may have taken things from bad to worse.

THE PR VERDICT: “D” (PR Problematic) for Lululemon. Too much unrest in this high-end clothing company is making them look bad.

THE PR TAKEAWAY: Sometimes, it’s better to let sleeping (downward) dogs lie, at least for a while. A given in any business is that mistakes will be made, and a large part of any good PR department’s work is cleaning up after the initial mess. But once that’s done, why create another mess, just as the public is forgetting about it all? It’s the job of any good PR to advise execs about potential fallout resulting from drastic moves. They won’t want to hear it, but they’re sure to look for someone to blame when they find themselves in an even more painful position.

Filed Under: Advertising and PR, Branding, Companies & Markets, Marketing and PR Tagged With: , , , , , , , ,

More Trouble for Martha Stewart: Not a “Good Thing”

February 27, 2013 by 2 Comments
More Trouble for Martha Stewart: Not a Good Thing

The PR Verdict: “D” (PR Problematic) for Martha Stewart and J.C. Penney.

Martha Stewart has had more than her share of embarrassing public moments lately. Two of her offshoot magazines had to be co-opted into her regular publication, Martha Stewart Living, due to poor newsstand sales. And yesterday, the head of Macy’s department stores, Terry Lundgren said that Martha made him “sick.”

The cause of Macy’s CEO upset wasn’t Martha’s recipe for dinner, but rather her recipe for success. Stewart allegedly phoned Lungdren in December 2011 to tell the CEO that she’d inked a merchandising deal with rival retailer J.C. Penney. This took Macy’s by surprise. Lundgren thought their deal, struck in 2007, to sell Martha Stewart cookware, bedding, and other products was exclusive. “I was completely shocked and blown away,” Lundgren testified at a court hearing this week,  ”I was literally sick to my stomach.” He further testified that Stewart claimed in their phone call that the deal with JC Penney would be good for Macy’s. At that point Lundgren hung up on Stewart.

JC Penney claims the deal was vital to their rebranding and vital to Martha, who also sold them 17 percent of her company. But the legal question and PR problem is how did Martha think she might get away with the deal to sell her home products through a department store, when she already had a deal to do just that.

THE PR VERDICT: “D” (PR Problematic) for Martha Stewart, and for J.C. Penney; Macy’s has now won a court injunction to temporarily block Penney’s from selling Martha Stewart products.

THE PR TAKEAWAY: Business is cutthroat, but reputations can be preserved by being above board. Sure, everyone loves a dramatic under-the-table deal – in the movies. But in real life the dealmaker comes off as untrustworthy and from the PR standpoint, desperate. Stewart already had publicly-known problems with her corporation; JC Penney’s flagging sales have led to a massive and risky revamp of their stores. Each party needed the other, and each had to know that Macy’s wouldn’t take this lying down, not even on 400 thread-count percale sheets in Blossom Yellow. The repercussions will illustrate yet again that there is such a thing as bad publicity.

Filed Under: Advertising and PR, Branding, Celebrity, Finance, Legal, Marketing and PR, Media Tagged With: , , , , , , , , ,

Passengers Launch Lawsuits Against Carnival Cruises

February 20, 2013 by 1 Comment
Passengers Launch Lawsuits Against Carnival Cruises

The PR Verdict: “D” (PR Problematic) for Carnival Cruise Lines.

The ship of the damned, Carnival Cruise Lines Triumph, lurched into port last Friday after days of horrendous conditions at sea. The luxury cruise ship suffered a fire early into its voyage and lost all power, leaving nearly 4,000 passengers and crew in the dark, with limited food and water, no air conditioning in sweltering temperatures, and toilets that quickly overflowed into the hallways.

There was little surprise that after the ground was kissed by passengers, lawyers were called, and as early as Sunday, lawsuits were being filed against Carnival. The first claimed Carnival “failed to provide a seaworthy vessel and sanitary conditions” with the plaintiff seeking compensation for “physical and emotional harm, anxiety, nervousness and the loss of enjoyment of life.’”

Carnival’s fine print states that the cruise line “shall not be liable for emotional distress and mental suffering.” However, that doesn’t cover physical damage. A second suit now cites physical injuries, including severe dehydration. It’s likely these will spawn further suits; one passenger mentioned during a morning show interview that she’d broken her ankle in the dark. Lawyers are at the starting line.

THE PR VERDICT: “D” (PR Problematic) for Carnival Cruise Lines. The cruise from hell may be over for the passengers, but it’s ongoing for a company still reeling from the ship-aground disaster in Italy.

THE PR TAKEAWAY:  Taking action speaks louder than simply saying “I’m sorry” . Carnival Chairman and CEO Micky Arison apologized via loudspeaker on the cruise liner when his defeated Triumph was towed into port, but passengers were in no mood. An indication of what could have been done came when passengers took time from detailing wretched conditions to praise the crew for taking good care of them, when they were suffering even more. The issue at sea went on for days with those aboard Tweeting about worsening conditions. What else might have been done? Why not airlift more food and water, no matter the cost? Or, make a bold and unprecedented move to show how much the CEO cared by airlifting him onto the ship and joining the passengers in hell. What a PR impression that would have made! He might have been as uncomfortable as his fellow passengers but that might have paled in comparison to the questions he now faces from Carnival’s board as it fends of a flotilla of lawsuits.

Filed Under: Companies & Markets, Featured News Stories, Marketing and PR, Media Tagged With: , , , , , , , ,

Pope’s Retirement a Heaven-Sent PR Opportunity

February 13, 2013 by Leave a Comment
Popes Retirement a Heaven Sent PR Opportunity

THE PR VERDICT: “B” (Good Show) for the Vatican’s handling of the announcement that Pope Benedict is retiring.

The Vatican, embattled in recent years with constant allegations of sexual abuse of children by priests and tales of dreadful internal mismanagement, must lately be thanking God. With news of the current Pope’s retirement comes an opportunity to change the course of the Vatican’s poor pr.

Ever-increasing news of child sexual abuse has been altered only by dismissals of church officials who covered up the crimes and hid the criminals – in this case, priests. Additionally, the Pope’s own butler leaked secret, and embarrassing, Vatican documents in a case the media gleefully dubbed Vatileaks. For a long time,news coming out of Rome has been less than positive.

All that could change with Pope Bendict XVI’s announcement on Monday that he will retire – the first Pope in over 600 years to do so. While the Vatican couldn’t stop at least a few whispers that scandal, rather than failing health, was the reason for the Pope’s dramatic decision, most of the media coverage has been speculation about who the new Pope will be.  Anything is possible – including positive press – if the Vatican continues to handle this opportunity wisely and keep the focus on renewal and succession.

THE PR VERDICT: “B” (Good Show) for the Vatican’s handling of the announcement that Pope Benedict is retiring.

THE PR TAKEAWAY: Shift attention from the “why” to the “who.” With church officials offering near sports-level speculation as to candidates for new Pope, the Vatican has the proverbial ball. It can keep it by gearing up for the nomination, a major religious event filled with ancient process and grandeur that generally has the world holding its breath for signs of white smoke. A resignation can send any organisation into free-fall but on this occasion the Vatican might have the chance to turn a PR page and put some of its most recent embarrassments behind it.

Filed Under: Crisis Communictions, Featured News Stories, Highest Graded, International News, Media, Religion

The People’s Prince

January 23, 2013 by Leave a Comment
The Peoples Prince

THE PR VERDICT: “A” (PR Perfect) to Prince Harry – excuse us, Captain Wales.

It’s a long way from Las Vegas to Afghanistan. That’s the distance Prince Harry has come from the mortifying nude photos that made headlines a few months ago to the somber, candid interviews he did this week as the prince’s tour of duty in Afghanistan came to a close.

Harry gave a series of interviews to world media, and in them, he seemed happiest when speaking about his time as “Captain Wales,” as he is known in his military unit. Rather than bragging about his ability to be a regular bloke, he was relishing it.

Of course he was asked about those revealing photos from Las Vegas, and Harry’s answer was PR perfection. ”I let myself down, I let my family down,” he said. “But it was probably a classic example of me being too much army, and not enough prince.” Nice one! For a royal scandal, there could be no better solution than an honorable stint in the military. It is after all, the great leveller.

THE PR VERDICT: “A” (PR Perfect) to Prince Harry , excuse us Captain Wales and the art of humility.

THE PR TAKEAWAY: Sincerity is the PR buzzword. Lance Armstrong’s maneuver of confessing about doping to Oprah Winfrey largely flopped because of his complete lack of heartfelt emotion. By contrast, Prince Harry comes off as human. The Vegas scandal? It’s what people his age do all the time. The military? He’s honored and wishes he could continue. The Crown hasn’t had an easy time of PR management of late but sincerity can save the day. The trouble with Harry? After this media blitz? None at all.

Filed Under: Celebrity, Featured News Stories, Foreign Policy/ Affairs, International News, Marketing and PR, Media, Politics/Government Tagged With: , , , , , , , , ,

Guest Column: The Trouble With Prince Harry? None At All

September 6, 2012 by 2 Comments
Guest Column: The Trouble With Prince Harry? None At All

The PR Verdict: A (PR Perfect) for Prince Harry.

The headlines are too easy: “The Trouble With Harry.” “Dirty Harry.” Prince Harry’s escapade in Las Vegas—a strip poker game that ended with photos of a naked royal—was almost a gift to the tabloids. And yet the Crown may have a PR ace up its sleeve in Harry.

Harry has always been the heir apparent for royal scandal. As third in line for the throne, the pressure to conform to royal standards of propriety is relatively low. Need we go into his father’s anatomical declarations of love for Camilla Parker Bowles? Please, let’s not.

And yes, the young prince occasionally acts out. But this latest adventure had a curious side effect: Harry’s generation seems smitten with him. He is like his peers, caught in some NSFW (Not Suitable For Work) photos. Among Harry’s generation, fame—in any context—is gold. Sealing the turn from scandal to success was Harry’s appearance at a charity event, where he acknowledged his escapade with self-effacing humor (read about it here). Scandal averted, Harry is now the unlikely hero.

The PR Verdict: A (PR Perfect) for Prince Harry. If Buckingham Palace is smart, they’ll continue to rap Harry’s knuckles—and keep him in front of his adoring public, continuing his mother’s legacy: Could he become the People’s Prince?

The PR Takeaway: Mini-scandals can move the PR dial. After doing something naughty but harmless, a public appearance for charity and self-effacing humor are the golden tickets to winning the public’s, and the media’s, hearts. The ploy was used to excellent effect by Fred Willard in the US; days after the actor was caught with his pants down in an X-rated movie theater, he joked about the incident brilliantly on late night TV. Prince Harry should continue to do good works, which offset his occasional lad-like behavior; both bring a younger generation closer to the Crown.

Filed Under: Celebrity, Featured News Stories, Highest Graded, International News, Media, Not for Profit /Charitable Giving, Politics, Politics/Government Tagged With: , , , , , , , , , , , , , , , ,