Sir Martin and Me

My colleague Scott Lewis gets really nervous when I mention Sir Martin Sorrell, the fellow who controls several hemispheres when it comes to advertising and PR companies bearing a resemblance to ours.

"Relax," I say. "The WPP guy has a big heart, and, besides, to him we're just a flea on a tick on the back of a great big shaggy dog. The fact that we are tangentially tethered to a company in his empire isn't relevant."

And besides, I add, I came across something he said with which I actually agree. I mean, in this particular case, he isn't pontificating about 'bathtub' or 'L' or 'phallic-shaped (I made that last one up) recessions.

He actually said something that makes sense to the public relations industry. He said there was an over-capacity-meaning too many PR firms chasing too little business and utilizing too many resources.

In other words, we're giving it away like trailer park trash on a hot Saturday night after a spell at the juke joint up the hollow. It's nothing short of pathetic.

Sir Martin points out that Bain, McKinsey or, I might add, most law firm, wouldn't think about performing a service and then hoping to get paid for it at the end of an excruciatingly long tender process.

Not to compare myself to Sir Martin-though my alimony payments compare with his when you consider my paltry income stacked beside his g-zillion dollars-but I have been saying the same thing.

Imagine going to 10 or more different tailors and ordering specially made suits and then only buying the one you liked best. That is what happens in the ad and the PR business these days. We line up with the others to make custom suits hoping the client will pay.

Sir Martin says there is over-capacity and so long as there are tenders there will be multiple suitors waiting in line to pay homage to a ridiculous situation. He said one PR company that participated in a tender which included one of his companies offered up a 36,000 page report in the competition.

The fact is these days it's better to plunk down the chips an agency might spend in a tender at the nearest casino's roulette table. When multiple agencies are involved, the chances are winning are about as good.
So, at least on this issue let it be known far and wide through WPP land that I am on the same page as Mr. Sir. However, he's crazy thinking the recession will be "L" shaped.

My prediction is it will be in the shape of a Rube Goldberg contraption.


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2009-11-09

A Swim in the Blogosphere

There are at least two theories about learning to swim.  One is to become gradually acclimated to the water, to the feel of it, and to the effects of buoyancy before taking those first few tenuous strokes.  The other is to have someone unceremoniously toss you into the deep end of the pool.  Sink or swim, pal, it's in your hands now.

I am an advocate of the first method.  Mike Willard, not so gentle, probably prefers the latter.  That's how I find myself writing a blog - or contributing to one, anyway.  You see, I don't generally read blogs, and I don't have much respect for most that I have read, so it isn't something that I felt I would ever be likely to do.

Mike tells me to think of this exercise not as a blog but as a jointly written column, like Evans & Novak, except that those two particular writers are dead, whereas Willard & Lewis both have pulses. 

That's why Mike's a great PR guy: He knows how to describe a Great White shark in such a way as to make you want to pet it. 

I admit that my distaste for blogs is not wholly rational.  Some bloggers are bright, insightful people with news to report or useful analysis to offer.  Most, though, seem to be blowhards with personal agendas, many of which run counter, shall we say, to the norms of polite society.

Newspapers require money to pay the printer, they have to appeal to an audience, attract advertisers and have some degree of business sense.  Newspaper writers and editors, in the great majority of cases, ascribe to and endeavor to comply with the ethics of the journalism profession. 

The Internet is not only killing printed newspapers and forcing them to become part of 'new media', it's blurring the lines that once separated the journalist from the madman on the corner who preaches that the world's ills are primarily due to a global conspiracy of Jews and Masons (Disclosure:  I am a Master Mason, and I have never met a brother Mason interested in, much less capable of, participating in a global conspiracy).

Early in the Internet era, the journalism community was playing with the concept of 'community journalism' - that is, allowing readers to write stories.  The theory was that the public knew best what was going on at the local level.  That was rubbish, in my opinion, but it had its brief day in the sun before fading away, as faddish things do.

As the Internet developed, e-mail and message boards became popular, and popular culture dealt a body blow to the English language.  Few in the online world took care about grammar, punctuation, or usage, preferring to express themselves with cute 'emoticons', 'smileys', and acronyms like OMG and ROFL.  As a writer, editor and proofreader, my toes curled. 

Today, few in my office can write a proper business letter, and even I can't remember when I last handwrote and mailed a personal note.  The Internet age has done more than change the way we communicate - it has made it freestyle: less formal, less careful and somehow less civilized.  I mourn.

Web logs, or blogs as they are now popularly known, are now picked up by automated search engines and posted to news compilations, like Google News. Caveat Emptor: the news story you read may not be legitimate.  It may be a news parody (like The Onion), or an unsubstantiated, even falsified story carried on a blog.  For me, this is more than a consumer protection issue.  It's a sign that real journalism and reportorial integrity is under attack.

That's why I'm cautious of blogs, and hesitated to write for one.  My belief is that this will be one of the good blogs, one written by bright, insightful people with news to report or useful analysis to offer.  It we stray from that, please tell me. 

At least for now, though, I'll t


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2009-11-04

PR Firms Asked to Help Rehabilitate Stalin?


At first we thought it was an April Fools' prank, but we walked outside and sure enough, the temperature was around zero.  Nope, can't be April.

What caught my attention - and I immediately shared it with the affable Mr. Lewis - was an item in O'Dwyer's PR Weekly reporting that Russia was looking for an international PR firm to rehabilitate the image of Josef Stalin.

Lewis thought it was a joke.  It wasn't.  However, it was a case of extremely lousy reporting, a rather dumb mistake, or a clear-cut act of black PR at work.  However, the story was picked up as true.

It stemmed from an interview an Internet site called EUobserver.com did with the Russian RIA Novosti wire service entitled: "New Pro-Russia Campaign Comes to EU Capital."

RIA Novosti has teamed up with a PR agency, RJI, on a number of conferences and agency projects. The EUobserver.com site suggested the news agency and the PR agency were working together to select an international PR firm to rehabilitate Stalin's image.

On Friday, RIA Novosti issued a strong denial: "Utter rubbish," said Valery Levchenko, RIA Novosti deputy general director, who said he did, indeed, talk with the EUobserver.com journalist.

"The upshot was just a brief quote that absolutely does not reflect the essence of my explanations. … This alone shows the author's fundamental bias and his obvious lack of professionalism," said the outraged Levchenko.

Basically, Levchenko accused EUobserver.com of adding one and one together and coming up with five.  Coincidently, Russian President Dmitry Medvedev on Friday made an outspoken attack on those seeking to rehabilitate Stalin.

However, Medvedev's predecessor, current Prime Minister Vladimir Putin, often promoted Stalin as an efficient leader who transformed the Soviet Union into a superpower.

In fact, under Putin, the order was given that school history books be re-written to highlight Stalin's achievements.  In a Russia television poll last year, Stalin was voted the third-greatest leader in the history of the country.
So, we can all calm down. Russia is not launching a tender to apply modern Western spin to revise the image of a man who, it is estimated, killed as many as 20 million of his own citizens.

However, one has to wonder: If there were such a tender, which firms, if any, would show up for it?


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2009-11-02

Before Railing Against Media, Count 1-2-3….

The late British politician and scholar Enoch Powell once said a is sort of like a fishermen complaining about the sea. The same admonition applies to PR people.

We need the media in Ukraine.  If it wasn't for the media, our messages would float lazily and loftily in a cloud of irrelevance.

However, it is not unusual for a PRschik, when he thinks his company or boss has been even slightly wronged, to don armor, put lance under arm and charge at full gallop into the equivalent of a big, soggy sponge.

All the PR person gets is wet and frustrated.

The news media is amorphous.  The news media can stand behind - whether true or not - snapshot principles of convenience. But, the news media is also the best friend we purveyors of information have. Our currency is ink and air.

Without the ability to get our information into print or broadcast, our reason for existing - our value -is more than diminished, it's emasculated. 

However, that doesn't mean the PR person plays dead when the person who pays his salary is seriously affronted in a story or report. It's just the opposite, in fact.

We call it the "Rule of Materiality" which is a fancy way of saying - in American basketball parlance - "No harm, no foul." If the essence of the story is correct, count to 10 in Swahili before donning armor.  If you don't, chances are you will lose more than you will gain.

That doesn't mean you let the little things such as misspelled names and minor inaccuracies go by the boards.  If you do, they will stay in computer files and come back to haunt you, like Jason in the Halloween movies, in future stories.

Our suggestion is to drop the reporter or editor a friendly note pointing out - for future reference - the correct details, and saying you hope it will be corrected in any additional stories.  Don't do something silly and demand a retraction.

However, if there is a mistake that could material impact your boss or company - meaning loss of reputation and/or money - then all bets are off. You have a right and a duty to set the record straight, forcefully, but politely.

The old saw of "never to battle with a man who buys ink by the barrel" is only partially true.  However, getting redress for harm is a delicate game to be played with finesse.  Often, you can win.    


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2009-10-30

Lighten up!

The biggest problem with most advertising and public relations agencies in Eastern Europe is that they take themselves way too seriously.  They talk about their craft as though it were a technology, like cybernetics, or a science, like chainsaw juggling.  

It isn’t, or at least it shouldn’t be. 

Working in a great agency should be more akin to working in a squirrel cage than a laboratory.

My partner in prose, Mike Willard, maintains that in an agency, even the lady who mops out the office at night should be creative.  The growth medium for creativity is fun, eccentricity, irreverence, and a certain ability to create and live in a world just a teensy bit offset from reality.  It requires a love of the odd and a disdain of the common.

In our business, a good creative needs to be a bit of a chameleon, with the heart of a performance artist and the ability to live in the realm of the absurd, yet with the self-control to put on a suit and tie and behave normally just long enough to convince clients that he can be trusted.

Of course I am exaggerating, but not as much as you might like.

Are creative people rebels and non-conformists?  Usually, yes. Yet creativity is an intellectual quality.  It doesn’t need to manifest itself in overt goofiness or odd affectations of clothing, jewelry or body art.  To harbor creativity in your mind, there’s no need to pierce your nipples. Honest.


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2009-10-27

Olga Gromova: From Classical Pianist to Fashion Designer


Olga Gromova is the embodiment of the George Elliott quote: "It's never too late to be who you might have been."

The Reality Zone


An ad can win awards without winning over hearts and minds. An ad can strike one's funny bone and leave the consumer laughing, but without a clue as to the name of the product or its attributes.

Survivor Jorge Intriago: Go-To Guy for FDI


Having eschewed the safer career path that led through Moscow, Jorge Intriago came to Kyiv in 1995 with a two-year contract and a sense of adventure.

Failure is an Option


One of the legendary quotes to have come from the American space program was. "Failure is not an option." The words were supposedly spoken by NASA Flight Director Gene Kranz in Mission Control..

Playing the Brand Game


Facebook and Amazon keep customers in a perpetual state of discovery. Whether it's to stay in tune with what your friends are doing, or to discover a new artist...

That Cost Too Much


In media training, we always say there are no bad questions, only bad answers. The same is true when meeting sales objections.

A Note on Social Media Relevance


The good people over at ExactTarget and CoTweet recently released a study detailing some interesting stats on consumer interaction with "social" brands...

Natalia Fesyun: The Belle of Bel Ukraine


For Natalia Fesyun, life has come full circle: She began her business career in the food industry after completing a degree as a food industry engineer at Kyiv State University of Food Technology.

Brand Loyalty: Nirvana
An Executive's Guide to Social Media
Actimel Immunity Challenge Goes Viral
Cartoons
Strategic Approaches

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