The PRV Report Card: This Week’s Winners and Losers

May 3, 2013 by Leave a Comment

The PRV Report Card: This Weeks Winners and LosersPR WINNER OF THE WEEK: “A” (PR Perfect) to Al Gore, who declined to comment following some puzzling comments from former Supreme Court Justice Sandra Day O’Connor. She recently went public with her doubts about the now infamous case of Bush v. Gore, wondering if maybe the court should never have heard the case in the first place. Gore declined to comment, saying he would stick by his decision back then to stand by the referee’s conclusion. Any comment, Gore claimed, could bring the Supreme Court “into a political squabble where the outcome would not change at all in any case.” Agreed. Tempting as it may be, this is one instance where Gore needs to let others do the talking and ignore the bait.

The PRV Report Card: This Weeks Winners and LosersPR LOSER OF THE WEEK: “F” (FULL FIASCO) for Brad Pitt. The actor may be flashing his million-dollar smile on Vanity Fair‘s cover this month, but the story inside about his new $200 million movie isn’t nearly as pretty. The feature is ostensibly about Pitt’s World War Z, which accurately describes the atmosphere on the zombie flick’s set. One producer used the word “nightmare,” not about the apocalyptic scenario but about making the movie. Features like this are a crapshoot: Who doesn’t want the cover of Vanity Fair on the eve of the release of a summer blockbuster, yet one that will focus on the massive issues that plagued the film? The good news for readers is that it won’t be the same ol’ puff piece. The bad news for Pitt is that it won’t be the same ol’ puff piece.

The PRV Report Card: This Weeks Winners and LosersTHE PRV “THERE’S NO ‘THERE’ THERE” AWARD TO Washington DC Council Member David Grosso for proposing that the football team of the nation’s capitol – the Washington Redskins – change their name to the less offensive Redtails (hey, it’s close!). The team’s name, considered a racial slur against the Native American population in the US, has been hotly debated for years. Those who might actually do something about it, including lawmakers, team owners, and the National Football League, have largely avoided the issue. What a weak way for Washington to weigh in. Grosso gets points for having enough conscience to address the matter, but his proposal will go nowhere even if it passes unanimously: as a “non-binding resolution,” which is Beltwayspeak for “pointless,” it carries no force of law. If proponents of a name change really want results, they would do well to abandon the ineffectual pols and instead aim their PR arrows at the stadium box office.

 

Filed Under: Branding, Celebrity, Featured News Stories, Marketing and PR, Media, Politics/Government Tagged With: , , , , , , , , ,

Jason Collins Makes a PR Slam Dunk

May 1, 2013 by 2 Comments
Jason Collins Makes a PR Slam Dunk

THE PR VERDICT: “A” (PR Perfect) to NBA star Jason Collins.

In the world of PR, it’s not just what you say, but what media outlet you say it to. A perfect example? Basketball star Jason Collins coming out in a cover story in Sports Illustrated. By all accounts, this was a major announcement: Collins is the first male major league athlete to reveal he’s gay. By PR accounts, the way he made the announcement was even more interesting.

That there are gay athletes is a given. Women’s sports seem to be more tolerant; women’s basketball pro Brittany Griner came out recently, and the hullaballoo rating was low.  But in men’s basketball, baseball, football, and hockey, the policy is don’t ask, don’t tell. While opponents, and even teammates, may be openly homophobic, there is also the question of fan reaction. Will the people who spend billions on sporting event tickets and merchandise tolerate openly gay players, and the teams who draft them?

This past Monday, Collins revealed that he was gay directly to a media outlet that speaks to the sports fan: Sports Illustrated. The magazine is known for its sports reporting but is most famous for its annual Swimsuit Issue, the cover of which – a barely clad female beauty – tells much about its audience. If fan reaction was in question, Collins addressed it directly.

THE PR VERDICT: “A” (PR Perfect) to Jason Collins. It’s not just what he said and how he said it, but to whom he said it.

THE PR TAKEAWAY: When making an unexpected announcement, consider making it via an unexpected source. How typical – and not terribly brave – it might have been for Collins to weep on Oprah’s shoulder, or Ellen’s, or Anderson Cooper’s as the latter two compared coming out stories. The hosts would have been all too sympathetic, and Collins would have lost face with sports fans. However revealing his truth via Sports Illustrated almost said, “This isn’t a big deal.” It is, of course, and it may go into PR history books as a slam dunk.

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The PRV Report Card: This Week’s Winners and Losers

April 26, 2013 by Leave a Comment

The PRV Report Card: This Weeks Winners and LosersPR WINNER OF THE WEEK: “A” (PR Perfect) to French authorities for pursuing criminal charges against those responsible for last year’s topless photos of Kate Middleton. The photos, which not only infuriated the Royals but also privacy advocates, were taken from afar, then published in French magazine Closer, owned by Mondadori, and eventually in several other European publications. If convicted, Mondadori CEO Ernesto Mauri and the as-yet-unnamed photographer could spend up to a year in jail, be forced to cease business for five years, and/or face a fine of 45,000 euros. Yes, this may be a little over the top, but given the long term abuses of the tabloids (as seen in the hacking scandals in the UK), the charges send an unmistakable message: Invasions of privacy will not be tolerated ici.

The PRV Report Card: This Weeks Winners and LosersPR LOSER OF THE WEEK: “F” (FULL FIASCO) to KPMG Chairman Michael Andrew, who told the Financial Times that a recent insider-trading scandal involving a former partner was a ”one-day wonder” that generated coverage only because it was a “slow news week.” We love keeping calm and carrying on, but in cases like this, too much sang-froid just looks downright careless. If JP Morgan regrets CEO Jamie Dimon’s comments about a “tempest in a teacup” regarding the $6 billion London Whale trading loss, then Andrew’s equally cavalier comments may end up haunting him. In the new age of corporate contrition, this was a misstep. Both clients and staff must have been wondering: What was he thinking?

The PRV Report Card: This Weeks Winners and LosersTHE PRV “THERE’S NO ‘THERE’ THERE” AWARD TO the George W. Bush Library dedication ceremony. Timing is everything, and whether this was a good week or a bad one to dedicate the George W. Bush Presidential Library and Museum was debatable. The event was a patriotic photo op for sure, with all five living presidents – Bush father and son, Carter, Clinton, and Obama – there to open the center. But the same event was candy for detractors, who pondered whether the Bush legacy of war and financial foundation for the recession was grounds for commemoration, and if a library was really the most apt choice for Dubya. Considering the past two weeks of North Korean missiles at the ready, ricin-laced letters to politicians, and a terrorist attack in Boston, this celebratory move seemed somewhat oddly timed.

 

 

Filed Under: Finance, Foreign Policy/ Affairs, International News, Legal, Marketing and PR, Media, Politics Tagged With: , , , , , , , , , , ,

Is Apple’s PR Bruised?

April 25, 2013 by Leave a Comment

Is Apples PR Bruised?What to think of Apple? To hear stock analysts and business anchors talk, one would think Goliath had just taken a severe hit to the head. Apple has been the undisputed giant of tech for so long that the slightest waver on its feet has everyone talking about how the mighty may soon be falling.

True, profits are down – about 18 percent this quarter, and the first decline for Apple in a decade. Speculation that the company might slope downward following the demise of leader Steve Jobs didn’t come to pass immediately, but the birth of competitive, and cheaper, products are starting to pose a threat. And there are no new products coming from Apple, which is bad news for a company that caters to consumers mad for the latest in tech devices.

Another first for Apple is having to borrow money. The explanation? Rather than face taxes on bringing in offshore assets, Apple will take a loan to pay $100 billion to shareholders by 2015, which pleases some, but perplexes others. Bottom line: should Apple be in crisis mode or business as usual?

THE PR VERDICT: “C” (Distinctly OK) for Apple. The news isn’t good, but then again it isn’t all rotten.

THE PR TAKEAWAY: A company’s reputation can precede, and quiet, speculation. Apple may be wavering in its long-held number one slot, but one of the company’s priorities has been building a brand. People don’t speak of phones; they talk about iPhones and lead iLives. Consumers still see Apple products as cool and a cut above the rest despite their ubiquity.  While cheaper products may come around, it will take far more than that to put a dent in Apple’s brand loyalty. Apple’s PR should continue to polish its image and brand and let the stock price see-saw of its own accord. Apple’s upward unrelating share price climb had to come to an end at some point. Best thing is to pause and catch a PR breath.

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Witherspoon’s Withering PR Moment

April 24, 2013 by Leave a Comment
Witherspoons Withering PR Moment

The PR Verdict: “F” (Full Fiasco) for Reese Witherspoon, from arrest to partial apology.

The producers of the new film Mud, starring Reese Witherspoon, were probably hoping for publicity of a different sort for this week’s premiere. Instead of hitting the talk show circuit as planned, Witherspoon made the front pages after being arrested outside Atlanta for boozily mouthing off to a Georgia state trooper.

The officer had pulled over the actress and her husband, Hollywood agent Jim Toth, after seeing Toth driving erratically. As Toth was being arrested on suspicion of drunken driving, Witherspoon became unruly, belittling the trooper, refusing to stay in the car, and pulling out the classic ill-advised celebrity line: “Do you know who I am?”  She was taken away in handcuffs, charged with disorderly conduct, and spent the night in jail.

What an embarrassment for Witherspoon, an actress of the American Sweetheart variety with now-punchline ironic credits such as Walk the Line and Legally Blonde. As a 37-year-old mother of three, she can’t claim youthful indiscretion for this performance. Witherspoon canceled several scheduled appearances to promote her latest movie and issued an apology through her publicist.

Conspicuous by its absence in Witherspoon’s mea culpa, though, was a lack of acknowledgement of the seriousness of her and her husband’s alleged actions. The truly problematic issue here isn’t the disorderly conduct charge, but the couple getting into a car allegedly – and in her case admittedly – intoxicated. “Friends” like E! Host Chelsea Handler downplaying the incident didn’t improve on the situation. Given the broader implications of the arrests, Handler and others would do well to steer clear of this mess.

THE PR VERDICT:  “F” (Full Fiasco) for Reese Witherspoon, from the arrest to the partial apology.

THE PR TAKEAWAY: Note to celebrities: Sometimes it’s not all about you. Throughout this unfortunate episode, Witherspoon doesn’t appear to have thought about anyone else besides herself and her husband. Though she may be under a legal directive to say little given the pending criminal charges, one hopes her image rehab will involve admitting their lack of judgment and perhaps taking a visible stand against drunk driving. Fortunately for the tipsy couple – and everyone else on the road – the only damage done here was on the PR front.

Filed Under: Celebrity, Marketing and PR, Media Tagged With: , , , , , , , , , , ,

PR Jury Still Out on Foxy Knoxy

April 23, 2013 by 1 Comment
PR Jury Still Out on Foxy Knoxy

THE PR VERDICT: “C” (Distinctly OK) for Amanda Knox, who hasn’t quite moved the PR dial of public opinion.

Has America made up its mind yet about Amanda Knox? The college student from Seattle, who was convicted in Italy of murdering her housemate Meredith Kercher during a sex escapade gone awry, has just published her memoir. Random House paid upwards of $4 million for Waiting To Be Heard, and advance reviews indicate that despite some gruesome tales about Italian prison life, America remains undecided about the young woman whom the European tabloids named “Foxy Knoxy.”

There’s enough new material to make sure this case stays in the headlines: prison officers were hitting on her while prosecutors bullied and threatened her, telling her she was HIV positive to destabilize her mood. She depicts a world of torment, being utterly unable to process and deal with the shock of events as they unfolded.

Knox describes how she coped with her original conviction and those harrowing four years in an Italian prison until her conviction was overturned. She also gives her version of some of the more notable stories that circulated after she was charged, including the famous one about doing handstands while in custody and being charged. The next step is in an exclusive interview with ABC news and Diane Sawyer. Might this be the deciding moment for the American public?

THE PR VERDICT: “C” (Distinctly OK) for Amanda Knox, who hasn’t quite moved the PR dial of public opinion.

THE PR TAKEAWAY: Being talked about is not the same as being liked. The public continues to be confused by this case, even more so now that the Italian courts are retrying it. Amanda Knox still captures headlines, but given her tale of undeserving punishment, there remains an inexplicable lack of sympathy for the young photogenic and educated woman. Part of the PR debate remains stalled in confusion about what really happened that night. In her forthcoming interviews to promote the book, Knox will need to break new ground on this decisive point. That’s where her PR pardon lies.

 

Filed Under: Lowest Graded, Marketing and PR, Media Tagged With: , , , , , , , , ,

The Great PR Behind Gatsby

April 22, 2013 by Leave a Comment
The Great PR Behind Gatsby

THE PR VERDICT: “A” (PR Perfect) for Gatsby’s PR campaign.

Ask any author, artist, or musician about the PR surrounding their latest offering and the persistent complaint is almost always the same: The Marketing and PR departments had no idea what they were doing. The PR was weak, uncoordinated, and didn’t happen. The PR punched below its weight. No one, it seems, is ever satisfied.

One example that seems, so far, to have broken that convention is the advance PR for The Great Gatsby. The latest film adaptation of F. Scott Fitzgerald’s 1925 novel of the same name, the movie was directed and co-written by Baz Luhrmann and stars Leonardo di Caprio, Tobey Maguire, and Carey Mulligan. Opening in the summer, its launch has been preceded by a slick PR campaign that has covered all the bases.

From Mulligan’s cover on the May issue of Vogue to a lengthy feature in Architectural Digest about the sets used in the film, magazines have been waxing lyrical about the movie. Venerable retailer Brooks Bros. has just launched a fashion line in honor of the film, launched with an exhibition of the film’s costumes in London. Stage two involves a blizzard of interviews with the director and cast about Gatsby and its hold on America. This PR is firing on all cylinders.

THE PR VERDICT: “A” (PR Perfect) for Gatsby’s PR campaign.

THE PR TAKEAWAY: Start with a myth and work from there. What’s impressive about the PR building up to the film’s opening is how pervasive the coverage has been. From an elaborate social media program that has strategically placed the movie trailer on multiple sites to articles and interviews highlighting the fashion and interiors of America’s favorite age, this is one launch that has taken full advantage of the public’s ongoing fascination with the Gatsby myth. It goes to prove that with good material and strategic thinking, PR can launch a punch way above its weight.

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

The PRV Report Card: This Week’s Winners and Losers

April 19, 2013 by Leave a Comment

The PRV Report Card: This Weeks Winners and LosersPR WINNER OF THE WEEK: A (PR PERFECT) to Adele for reportedly declining a seven-figure offer from publisher HarperCollins to write a memoir. The 24-year old superstar allegedly described herself as wanting to live a bit more before chronicling her life – imagine that! In turning down the deal, Adele is taking a different tack than many of her peers, including Miley Cyrus, who penned a tell-all at 16; Justin Bieber, who at 19 has two memoirs under his belt; and, at 28, ancient Katy Perry, whose autobiography is due out this year. Kudos to Adele for wisely realizing that she’ll likely have a more interesting story to tell – and sell – in a few years’ time.

The PRV Report Card: This Weeks Winners and LosersPR LOSER OF THE WEEK: “F” (FULL FIASCO) to the PR team for Christine Lagarde of the IMF. Red faces at the PR office of Lagarde, who failed to make the recent list of Time Magazine’s top 100 people. The usual suspects were there, including Kim Jong Un of North Korea, Aung San Suu Kyi of Burma, and even Chrstina Aguilera of talent reality show The Voice. But the rariefied list strangely didn’t include the widely travelled head of the IMF, who has been busy trying to save the euro and halt the ongoing European banking crisis. We doubt it bothered Lagarde herself, but it was a curious omission that someone in the IMF PR department might want to take a look at before the next staff meeting.

BRADLEYCOPPER 150x150 The PRV Report Card: This Weeks Winners and LosersTHE PRV “THERE’S NO ‘THERE’ THERE” AWARD TO Bradley Cooper.  The actor voted “Sexiest Man Alive” by People  in 2011 has just given an interview to Details that was immediately picked up by surprised media everywhere. The news hook? Bradley lives with his mom. Apparently he moved in with his mother Gloria following the death of his father two years ago and since then, they live in rooms next door to one another. Admirable though that may be, it does work against some of the PR positioning as one of Hollywood’s leading men. Explaining to Details, Cooper said, “She’s in the next room. But here’s the thing: She’s a cool chick. We can hang, and she can roll with the punches.” Bradley’s PR presumably winced when reading…

 

 

Filed Under: Branding, Celebrity, Crisis Communictions, Featured News Stories, Finance, Marketing and PR, Media Tagged With: , , , , , , , , , , , , , , , ,

Candy’s Bad PR Aftertaste

April 16, 2013 by Leave a Comment
Nick Candy 150x150 Candys Bad PR Aftertaste

THE PR VERDICT: “D” (PR Problematic) for Nick Candy and his PR image.

Nick Candy, described by the Financial Times as London’s “property tycoon,” agreed to be the subject for this weekend’s column Lunch with the FT. The article is ideally an opportunity for the subject to show a less rehearsed, more informal side. So what did Candy talk about? “Fast cars, famous friends, and the super-wealthy,” said the article’s intro. Too bad Candy forgot that no one likes a side of showoff with lunch.

As one half of the property developing team of Candy and Candy, Nick, with brother Christian, is changing the face of London real estate. Their latest project, One Hyde Park, is host to Russian oligarchs and the most expensive real estate in the world. Critics abound when it comes to the brothers. The chief accusation? Parvenu namedroppers who have struck lucky and whose love of publicity borders on the maniacal.

Candy responds in the interview that while he and his brother care about the brand of Candy and Candy, they surprisingly pay little attention to the PR strategy. The brand, he claims, is about luxury, and as if to prove it, Candy relentlessly drops names during the interview. Among them is FT’s own editor Lionel Barber, who he describes as a “friend.” He mentions attendance at Davos and outlines his coming week of global travel. The article ends with an embarrassing aftertaste: after the lunch, Barber informs the journalist that he barely knows Nick Candy.

THE PR VERDICT: “D” (PR Problematic) for Nick Candy and his firm’s PR image. A tough PR lesson learned the hard way.

THE PR TAKEAWAY: Gravitas beats brashness. For a major international property developer, this was an embarrassing article, and being caught out by the editor of the Financial Times was the final coup de grace. In tone and content, this entire interview misfired. For two brothers who started as brash developers, they now need to craft a PR image that is more trustworthy. The absence of any clear messaging in the interview was clear. Candy’s admission that they pay no attention to press and PR strategy might just be the unexaggerated admission in an interview sure to prompt more criticism – and indigestion.

To read the interview, click here.

Filed Under: Advertising and PR, Branding, Lowest Graded, Marketing and PR, Media Tagged With: , , , , , , ,

The PRV Report Card: This Week’s Winners and Losers

April 12, 2013 by Leave a Comment

The PRV Report Card: This Weeks Winners and LosersPR WINNER OF THE WEEK: “A” (PR PERFECT) to Mother Jones Magazine. Muckraking Mother Jones has done it again. The magazine that broke the infamous “47 Percent” video that broke Mitt Romney’s presidential chances has overturned another ugly political stone. This time, they leaked an audio recording of a meeting between Kentucky Senator Mitch McConnell and his staff discussing ways to discredit actress Ashley Judd, who was at one time considering an opposing run against him. McConnell blamed the current Democratic administration for bugging his office, but MJ reporters steadfastly refuse to name their source. For a magazine few had ever heard of pre-47gate, Mother Jones is building a reputation as a source of nonpartisan truth.

The PRV Report Card: This Weeks Winners and LosersPR LOSER OF THE WEEK: “F” (FULL FIASCO) to the President of Malawi for her recent comical spat with Madonna. President Joyce Banda issued a media statement following a visit from Madonna calling her a “bully” and saying she harassed airport officials while trying to queue jump at the airport. (Apparently this sort of behaviour is unheard of in Malawi!). Madonna promptly denied the claim, saying it was nonsensical. The President, who one might have hoped had better things to do, retaliated with another statement that Madge has exaggerated her contribution to the country and wants Malawi be forever chained to “an obligation of gratitude.” We can safely assume President Joyce Banda has never heard of taking the PR high road.

Osteen hoax 150x150 The PRV Report Card: This Weeks Winners and LosersTHE PRV “THERE’S NO ‘THERE’ THERE” AWARD to Justin Tribble, the man behind an elaborate Internet hoax aimed at televangelist Joel Osteen. Tribble created a fake web site and Twitter account to proclaim the preacher was renouncing Christianity and closing his ministry. Some outlets fell for it briefly, including the Drudge Report and CNN (which Tribble promptly screengrabbed and posted on the faux sites). Tribble went to a lot of trouble, so he must really hate Osteen, right? Well, no, he’s actually a “big fan,” he says. He just wants the preacher to stop using clichés and talk about more serious issues like genetically modified foods. Huh?

Filed Under: Branding, Featured News Stories, Foreign Policy/ Affairs, International News, Marketing and PR, Media, Religion Tagged With: , , , , , , , , , , , , , ,
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