I’m going to begin this post with my disclaimer as opposed to conclude with it. I am not a baseball aficionado. I know the absolute basics about the sport and that is being generous. As a matter fact, I had a very brief baseball career as a member of the Koala’s (a tee-ball team) when I was six years old.  I recall bravely stepping up to the plate for my first at bat. I smacked the ball off the tee and ran as fast as my little legs could carry me directly past the pitcher and straight to second base. That’s right, I skipped first. Why? Because it was out-of-the-way and seemed like a waste of time and energy to me.

Clearly I was not longed for the MLB. However as the result of a more suitable career choice, I do recognize from time to time how to run the PR bases, regardless of whether or not I know what RBI means.

What always seemed to “strike” me about Valentine (ok puns end here), was just how unprepared and “alone” he always appeared to be. I have no idea what went on behind closed doors and what type of preparation he did receive, but from a distance I didn’t recognize any hint of communications strategy or assistance. Based on the difficult conclusion of the season prior to his arrival with accusations of players drinking during games, the Fenway family friction and the overall team’s fall from grace, Valentine was undoubtedly walking into a hornets nest of a media frenzy from day one. This was not your average introduction to a new, high-profile position regardless of what business you are in. From the get, it always seemed to be Valentine against the world. From the beginning, it was mission impossible.

Without a doubt, he made some serious rookie mistakes such as publicly and without filter criticizing a well-liked and popular player. He later followed that up with a bizarre and genuinely damaging radio call-in interview where he appeared to not know the reason for the interview and even worse he had no idea that he was on the cover of Sports Illustrated released that day. How did he not know that he was on the cover of Sports Illustrated? How did he seemingly blindly call into a radio station 1. having no idea of the topic and 2. not knowing that he was the subject of an unflattering, just-released Sports Illustrated cover story? That is very basic PR prep.

There is a reason why there is a protocol for reporters to reach high-profile individuals through a communications rep … because it is necessary. There are times when reporters are frustrated by not being able to directly get to the top of an organization. However as long as the communications representative is accessible, accommodating and respectful; it is not something that is obstructive but necessarily strategic and what is ultimately most efficient for an endless number of reasons. Every high-profile professional has the right and obligation to approach their public perception and image strategically. You will fail if you don’t… in a very public and likely embarrassing way. Being strategic in your approach doesn’t have to completely dilute the authenticity of the communication/message, it will however save you and your organization from the tsunami of negative press that results from avoidable missteps. As I have said before, bad press creates a “pig pile” mentality. It is contagious unless you find a way to break the pattern. It is extremely difficult to get out from under so it is best to try not to land there in the first place but if you do, you need a plan – a comprehensive, multi-faceted plan. You can’t just keep blindly pushing ahead and hoping for the best.

The thing that I found the most unfortunate was down to the bitter end, he was a man on an island with seemingly no helpful guidance on the PR front. He loses his job and immediately heads out of his house on a bicycle responsibly sporting a  helmet to throngs of press laying in wait. Press have a job to do so I get it, but did he really want to allow the first pics of him post-termination to be reporters chasing after his bicycle through a crowded city street and then he gives an interview in his bike helmet? No communication ever seemed to be on his terms, which was  unfortunate.

When PR reps are introducing a new high-level executive to a new position/media market, here are some key steps:

1. Spend some time on basic media training even if your executive has been in the public eye before. A refresher course never hurts and affects their mindset as they walk into that next interview. It also demonstrates your value and gives you an opportunity to highlight your strengths as you attempt to solidify a relationship with your new boss/client.

2. Become your executive’s sounding board. Your boss should want and feel the need to check in with you prior to a media interview. Have him/her say out-loud what they plan to say and you play devils advocate. Identify the potential outcomes of those statements and say “If I were the reporter and you say that, I would probably…” It is your job to help your executive to anticipate outcomes and potential questions. Do not leave the interview to chance.

3. Always keep your boss/client posted immediately on stories that will affect their next media interview. Just because maybe Friday is your “clip review day” don’t wait until Friday to point out something major – good or bad – do it ASAP.

4. Give your boss/client the assistance necessary so that they don’t walk out of their home in a helmet or spandex or with a yoga mat and get bombarded by cameras. Help them to strategize a better plan to achieve their best result but also accommodate the media’s needs. It’s your job to figure out a solution that does both.

I wish the best for the Red Sox and for Bobby Valentine. Maybe everyone should all just start running straight for second and stop wasting time by going to first base first : )

Sincerely,

Elaine – Pinch Hitter for the Koala’s

For many of us, our first lessons in public relations actually came at an early age and through various stages of our life via good, old-fashioned parental advice. “Treat others the way you wish to be treated” and “nothing good happens after midnight” are familiar parental mantras that have the power, when simply applied throughout adulthood, to save many high-profile personalities from embarrassing and avoidable public relations debacles. This week I found myself like many others morbidly curious as I watched the audition tape starring Patriots owner Robert Kraft and his companion, Ricki Lander; a beautiful, thirty-something model/actress. Okay admittedly,  I watched the video twice. The first time I watched it as merely an interested spectator. The second time, I watched it as a public relations practitioner and just for sport (which I often do) I internally debated what his PR reps needed to do next. To Mr. Kraft’s credit (and his communications team), he quickly employed the standard crisis communications approach to an embarrassing, but not brand-demolishing situation. The crisis communications recipe for this particular occasion calls for issuing a written statement baked with the main ingredients of regret and self-deprecation and adds a dash of humor.  It is a classic and battle-tested response for this type of scenario, which typically works well. However, that recipe did not satisfy everyone’s taste buds. I read Margery Eagan’s column in the Boston Herald the next day and found myself wondering if she had made any valid points. It was a less than flattering column with a basic theme of “have the wheels have come off Mr. Kraft’s bus?” The next day the Boston Herald’s Inside Track had a column polling local communications experts on the long-term ramifications of the video indiscretion. They unanimously agreed that Mr. Kraft will easily survive this small PR misstep and emerge virtually unscathed as long as he doesn’t try to take up acting. I then found myself agreeing with their valid points. There is no doubt that Mr. Kraft’s goodwill cup runneth over and he can surely withstand a withdrawal or two paid to the Rainy Day Fund. An embarrassing video made public = a rainy day. It is an understatement to say that the Kraft brand is strong. It is a very strong brand and deservedly so with endless philanthropic activity and multiple Superbowl rings obviously go a long way too. However, no brand is made out of Teflon, well except for Teflon. As long as the audition tape was not the debut of more shenanigans to come or the first of a trilogy, then the show and the brand must and will go on. And then it dawned on me…. It is not necessarily PR advice that Mr. Kraft needs right now. This is an example of you are never too old for a little, old-fashioned parental-type wisdom and guidance. The bonus to that is, as I mentioned earlier, parental guidance is often the foundation of good PR. Moving forward as Mr. Kraft continues to navigate his relatively new status and continues to cope with his sad and difficult loss of his beloved wife, it is important to apply some age-old truths and parental adages. Remember “a true friend or “pal” will never ask you or expect you to compromise who you are (your brand). If they do, then they are not your real friend to begin with.” In addition “there are lots of fish in the sea” and plenty of equally beautiful people out there who will not exploit your goodwill and earned position in life to advance their own agenda. Lastly and maybe most important, I leave everyone with this:  ”nothing good happens after midnight.” …. “because it is all fun and games until someone loses an eye…or an image.”

It is astonishing and bewildering to me that an organization whose tagline is “Your Safety Is Our Priority” consistently suffers such a bad rap in the court of public opinion. The Transportation Security Administration (TSA) is a frequent flyer when it comes to sensational news stories resulting from viral YouTube videos condemning TSA employees for performing their critical safety function.

Nightly news often features stories of various cell phone videos capturing the TSA’s daily efforts required at airport security checkpoints which includes the often tedious and thorough examination of individuals in an attempt to evade a reoccurrence of a terrorist attempt.  The fact is we live in a post 9/11 world and have experienced the likes of nefariously enterprising individuals who have packed explosives inconspicuously in their shoes and underwear in relentless and evil attempts to keep our loved ones from safely arriving at their destinations. TSA agents have an awesome responsiblity to ensure free world travel and yet they are somehow the subject of ceaseless public second-guessing and demonizing.

Many of us recently watched the YouTube video of the young, disabled boy being searched by a TSA agent at a security checkpoint en route to his family vacation to Disney World. Television news outlets voraciously reported on the encounter which was filmed by the child’s father. As a result, the TSA suffered days of negative press and unfavorable editorial content in the wake of the video. I closely watched the video and observed a kind and gentle TSA agent making every effort to comfort the child throughout the security process. News reports seemed to largely acquiesce that the TSA agent was congenial, however, reports still perpetuated the suggestion of inappropriateness. The child’s father participated in a media interview questioning the actions of the agent and condemning the process. The child was visibly confused by the encounter and clearly seeking guidance of reaction from his father. The father can be heard in the background of the video making a half-hearted attempt to alleviate concerns by telling the little boy not to be nervous by the “weird” process. Did it ever occur to dad that his child was intuitive enough to sense an issue based on the father’s awkward recording of the situation? The little boy was clearly an intelligent child who was demonstrating a hyper-awareness of what was occurring around him including his father putting a cell phone recording device in his face.

This brings me to the TSA’s PR problem. Immediately following this incident, I curiously perused the TSA’s web site. I was impressed to see that the TSA addresses the issue of security expectations for parents travelling with disabled children. Kudos to them for their proactive measures in this matter. However, I did observe the TSA site to be overall cumbersome and outdated. Some relatively simple improvements to the site could go a long way and insulate the organization during the next crisis.

I believe it is incumbent upon parents or guardians to prepare their child for the security process when travelling. It would be my suggestion that the TSA provide a simple and short instructional video on their website with the participation of a child psychologist that offers parents some age-appropriate tips to prepare their child for the anticipated and necessary security process at airports. Then the TSA should aggressively promote that video and it’s efforts to provide parental instruction via traditional and social media. By doing this the TSA will accomplish two important goals 1. clearly assign the responsiblity of the child’s travel preparation to the parents 2. provide the TSA with a consistent and accessible response that can be easily disseminated over social media and traditional media when the next YouTube video goes viral. This will prevent the TSA from having to respond to each and every new YouTube video individually. Over time it will begin to nuetralize coverage to an extent.

In addition, although this may seem elementary, I suggest that the TSA designate a portion of their marketing budget to some child- friendly swag. Post security search why not provide a child with a sticker or some “prize” of sorts that designates the successful completion of the security process. It works at the dentist office why wouldn’t it work at the TSA? I bet TSA could even get a corporate sponsor to provide the trinkets not dissimilar to a “Happy Meal” type of surprise that often promotes the latest upcoming Disney feature film.

If I were a glass half-full type of person, I might say that this phenom of criticizing TSA is a sign that Americans are beginning to heal from the devastation and heart-break suffered by all on September 11, 2001. However, healing should not be synonymous with forgetting. The sad reality is that over-zealous security checks are still and forever in our best interest and that is not the TSA’s fault but rather their responsiblity.

The TSA is in the unenviable position of not being able to combat these public relations upsets by publicizing incidents or intelligence that might frighten us away from travel. Instead, they take the criticism with humility and promise to investigate and improve their protocols and procedures.

After a recent Aruban vacation, my boyfriend and I were surprised but thankful by the multiple checkpoints required upon our return home. Although like many around us, we were tired, sun-burned and ready to return we faced numerous lines and required patience to wind slowly through customs and security. At times we were inclined to feel frustration but took turns giving one another reassuring acknowledgements that the delays were to our own benefit. I am grateful that my loved one and I returned home safely and without incident thanks to the care and concern of TSA. I only hope that the slings and arrows that they suffer from viral YouTube videos does not pressure them into relaxing security measurements. I believe a comprehensive and thoughtful campaign to highlight their strengths and obligations can do much to neutralize the gratuitous and sensational criticism.

Today Justin Bieber gained at least one new fan… ME. No, I didn’t just hear ‘Baby’ or ‘Never Say Never’ for the first time. I was stricken with Bieber fever today when the talented teen proved himself to be admirably compassionate and genuinely kind well beyond his years by making one little girl’s wish come true.

Six year old Avalanna was diagnosed with a rare and aggressive form of brain cancer that she has been battling since 8 months old. This brave little girl fighting this difficult disease has touched the hearts of many in her community, but she has made it clear to them that her heart belongs to Justin Bieber.

Like many little girls Avalanna’s age, she has found it impossible to resist Justin’s good looks, boyish charm and superstar talent. Precocious and imaginative, Avalanna, who refers to herself as ‘Mrs. Bieber’, has shared with friends that she and Justin have had their ups and downs, but at the end of the day they manage to make it work. She has even starred as the bride in a pretend wedding to the teen singing sensation courtesy of the Jimmy Fund.

Recently Avalanna’s favorite local hair and nail salon, where she often stops to get a manicure and pedicure after her treatments, launched a media campaign to make Avalanna’s dream to actually meet her husband, Justin, come true. With the assistance of local media, including news station Fox 25, Avalanna’s dream became a reality.

Undoubtedly one of the world’s busiest teens, Justin Bieber, with the assistance of his manager, made arrangements to fly Avalanna and her family to New York City. ‘Mrs. Bieber’ had her first date with her dream man and they even bonded over a game of Candyland.

It will be difficult to quantify the amount of good will and great PR that Justin fostered by making this special meeting happen. As I said earlier, although I thought I was born too soon to be part of the Bieber phenom, I have to admit that what I observed today undoubtedly created some serious brand loyalty for the pop icon. I bet the next mom who draws the short straw and has to chaperon the loaded mini-van of giddy 11 year olds en route to the Bieber concert is going to remember this story and actually feel pretty good about the long and loud night ahead of her.

Although this is an extraordinary example, it is a good reminder that a publicist’s job is to move mountains and rearrange even the most difficult schedules to make those special opportunities happen.

I have no doubt that celebrities must get inundated with many charitable requests. I am sure that it is impossible to satisfy every single one of them. However, seared in my memory is the public relations disaster from March 2011 when a well known chef declined an invitation from the ‘Make-a-Wish’ Foundation. The Foundation reached out to the chef requesting to fulfill a young boy’s dream of cooking a meal with his favorite celebrity chef. According to her reps, she was busy with a 10 month book tour and couldn’t find the time. After a tsunami of negative press, the chef stated to not have known about the request and tried to schedule a meeting. Unfortunately, after being denied a meeting with her twice, the little boy changed his focus and decided to swim with the dolphins instead. The chef’s opportunity had passed and the damage to her reputation was done.

Prior to this incident, this chef and her cake mix once made a baker out of me if only for one batch of red velvet cupcakes. I was attracted to her pretty packaging and good product placement at the local grocery store. I bought the cupcake mix and 45 minutes later, I was the proud creator of actually edible red velvet cupcakes. Then I read about this incident….

Next time I pass though the cake mix aisle and I get the urge to bake some cupcakes, I will feel compelled to reach for the scandal free Betty Crocker or Duncan Hines.

When I get home and start mixing up the batter, you just might hear the sounds of Justin Bieber belting out from my iTunes..’baby. baby, baby, ohhhh.. ‘

The correct answer is …. FALSE.

On February 7, 2012, an online pawn shop, which I refuse to name and would like everyone else to jump on board with that philosophy, orchestrated a horribly mean-spirited, misguided and all around thoughtless PR stunt. The pawn shop dumped a pile of Butterfingers in the middle of Boston’s Copley Square accompanied by a sign ‘thanking’ Wes Welker.  The company later explained that it was a ‘joke’ referencing Patriots wide receiver Wes Welker’s missed catch at the Super Bowl. It was supposed to be a ‘publicity stunt’. There are so many things wrong with this that I am not quite sure where I want to start so in no particular order, here are my thoughts:

• It always amazes me when a group of people sit in a room and come up with a terrible idea and no one says: ‘Hey, I’m sorry but this is a terrible idea.’ I always applaud the person in the room who starts a sentence with ‘Can I play the devil’s advocate?’ My answer is always an enthusiastic ‘yes, please do!’ because every idea room needs at least one devil’s advocate. I hope this pawn shop immediately posted a job position on Monster.com for ‘Devil’s Advocate’ after this disastrous stunt gone wrong.
•  This shop’s PR agency is from… you guessed it… New York. OK this is all coming together now right? You mean to tell me that no one on that PR team knows someone in New England that they could have called as a focus group of sorts just to take a quick poll? That one phone call to gauge level of appropriateness would have saved this brand the irreversible damage caused by this ill-conceived move.
• I believe in swift public apology when appropriate, but it didn’t work in this case. Apologies work when the apologizer has something redeeming or some equity with an audience. This was some out-of-town pawn shop trying to apologize to a community of tired, cranky and heart-broken Pats fans. Did the CEO and his PR firm really think that his apology would turn the tide? Make us all run to his website and buy a used gold chain?
• The reality show ‘Hard Core Pawn’ doesn’t do much for the pawn shop brand and all I could think of was the creepy owner with that slick back, greasy hair and all the gold chains around his neck and rings on his fingers. Yeah, I’m not forgiving that guy for mocking a Pats player who actually does portray a solid, positive and all around likeable brand.
• How unfair was it for them to drag Butterfinger into this? What did Butterfinger ever do to anyone? Kudos to the candy company for not skipping a beat and coming out strong immediately saying that they had nothing to do with that stunt and had no idea what the pawn shop was planning.
• Great move by the City of Boston to immediately slap them with an ‘illegal dumping’ fine.
• If they really wanted to apologize they should make a sizeable monetary donation to one of Boston’s youth football programs.

So this brings us back to the original question. In these particular types of scenarios, we have all heard the over-used and untrue statement uttered  ’there is no such thing as bad publicity’. Yes there absolutely is and there is no better example than this. They may have introduced the name of their company to people who have never heard of them before. They may have gotten that national media coverage that so many companies and PR firms desire. They may have seen a huge curiosity boost to their website in the following days. This is all fleeting attention that will not result in any sustained increased business. This did not build any brand loyalty or endear any potential new customers. I think even Giants fans would agree with that.

Lastly I urge publicists to take heed of this huge ‘DON’T’ next time you are seeking a unique way to garner attention for your client. ** Notice that I used the spray paint tool to black out their name.

Paula Deen has been buttering up her fan base with fattening, delicious recipe after more fattening, delicious recipes for years now. This week she disclosed a well-kept secret about her diagnosed medical condition, Type 2 Diabetes. The problem for Paula is that this disease is closely associated with unhealthy eating habits which creates a real diet dilemma for this butter queen. The public disclosure of her condition was orchestrated to coincide with the announcement of her paid endorsement from a pharmaceutical company for a diabetes drug.

The disclosure of this information has created a PR debacle for this beloved chef. Did Paula owe her fans more than that? Should she have disclosed her condition two years ago when she found out? As a communications strategist, I could actually argue both sides of this issue.

Here is why I think she did not need to disclose her medical condition:

• Medical conditions are private and no one else’s business.
• Her fans are adults with their own rationalization process and do not need Paula to tell them that putting tubs of butter in a recipe is fattening and bad for you.
• Her fans are adults and can eat whatever they want because adults can eat as healthy or as unhealthy as they choose.
• Paula is not in people’s kitchens when they make her recipes and she doesn’t force them to dump all that butter in.
• I bet most people, like me, don’t cook with Paula’s style everyday, but her really fattening Baked Brie recipe on a holiday is a big hit with the family. However, I don’t make her Baked Brie for lunch on a Wednesday. We all know calories don’t count on holidays.

Here is why I think Paula should have disclosed her condition:

• Her fans love her and look up to her. They trust her to feed their families. You should be honest with people who you are in a relationship with and Paula is in a relationship with her fans.
• All this time she could have been giving healthy options for alternative ingredients and fans could decide for themselves.
• Announcing in conjunction with a drug company endorsement was a flawed strategy. She should have put out a heartfelt video side by side with her doctor and announced her commitment to providing her fans with healthier choices. She also could have announced on Dr. Oz.

I think Paula Deen will recover from this PR issue. I also wish her continued health and well-being.

I think the real PR loser in this scenario is chef Anthony Bourdain. He has a history of being critical of Paula’s fattening recipes and finally had his ‘I told you so..’ moment and he didn’t hesitate to take it. I would have thought more highly of him if instead of relishing in his ‘I told you so..’ chance, he took the opportunity to say something kind and wish her well. He did not take the high road which speaks more about him than it does about her.

Although it was thoroughly entertaining to watch Newt Gingrich lambaste CNN host John King at the last debate, I’m not so sure that was the best strategy. I am sure that Newt’s peeps would likely disagree with me. It has long been a rule in PR to do everything you can to avoid being defensive. For those that are frequently peppered with perceived unfair or irrelevant questions from the media, maintaining a calm demeanor could easily try the patience of Mother Theresa, but I believe it is necessary to ultimately come out on top.

The difficult fact is families are not off-limits when it comes to media coverage of high-profile figures, particularly those in a contest for an elected position. The fact is this isn’t a new concept, but as the Globe’s Joan Vennochi pointed out today it has been going on since the days when Andrew Jackson and John Quincy Adams competed for office in 1828.

So candidates are never going to convince media that they are not allowed to bring it up in a debate no matter how big of a tantrum they take. Newt should also remember that temper tantrums are really not attractive to watch, just ask Howard Dean. They make the rest of us uncomfortable actually. You know what else makes us uncomfortable? Watching a furious and scorned Marianne Gingrich spill ugly details of disintegrating marriage. Newt made Marianne really mad. Not only is she still mad, but he let her get revenge. Why? Because Newt took the bait and we all witnessed it.

In my opinion, Newt would have been wise to take that public opportunity to neutralize her. He should have thanked her for their beautiful children. He should have thanked her for raising them well. He should have said that although it is understandable why she is angry, acknowledging that he has regrets as to how their marriage concluded, but pointing out that he is a wiser man for the experience. He could have highlighted that he has experienced the same struggles that many American marriages face everyday. He could have then taken that opportunity about the shared struggles of the American people and his plans to make some of those struggles easier. He then should have wished Marianne only the best and peace in her life moving forward. Instead… he took the bait.

When you are running for CEO of the country, attempting to suggest to media that they are not allowed to cover something after it was the mother of his own children who agreed to star in the show, it simply appears disingenuous because Newt undoubtedly knows better.

I will say this, shockingly his defensive demeanor actually worked in the short-term to force John King to move on. So in that respect, mission accomplished. But at the end of the day, he may have won that battle, but as he knows he is fighting a war. Therefore, it would have been wise to have applied a more longer range answer than to just get a pass on the question. The question may have gone away, but Marianne did not.

Yesterday marked the 30th birthday of Catherine, Duchess of Cambridge. I hope the royal family gave her a very large present considering the gift she has bestowed upon them. Princess Kate has single-handedly rescued the ailing brand of the royal family. She has not only won over the hearts and minds of the Brits, but she has also in an astonishingly short period of time endeared herself on a global level.

It seems like only yesterday when Fergie was trying to sell her ex-husband Prince Andrew for the bargain price of 500k.  In the wake of Princess Diana’s untimely death, I think it is impossible to have any thoughts of goodwill toward Prince Charles and Camilla. We also know that Prince Harry is inclined to making regrettable and offensive Halloween costume choices. The Queen has never been even remotely relatable to the public and failed to evolve with the times.

Then along comes Kate. A commoner by British standards, she is remarkably poised, supremely well-dressed and royally graceful, but also exudes a sense of old Hollywood glamor which extends the reach of her appeal to our side of the pond. She is also an excellent role model for young women, in a world where the crass Kardashians rule the airwaves and a disappointing overall lack of refinement has become the example and norm for young women.

In addition, I have yet to see one bad photo of her. She is photographed with the same ferocity as her late mother-in-law, yet there has not been one bad hair day or noticeable skin blemish. It’s truly amazing. If her ingenious ability to portray such sincere relatability didn’t make me want to be her friend the way I do, it might bug me, but it doesn’t bother me at all. It only makes me wish I too had a British accent and her hairdresser’s phone number.

No public relations firm in the world could have accomplished for the royal family what Kate has been able to do for them. However, I look forward to seeing the PR plan around her charitable endeavors, which news media have all suggested she will be aggressively embarking on soon.

Happy Birthday Kate!

I cannot stress enough how important it is for publicists to read the newspaper every single day. I realize that sounds very elementary, but sometimes I fear that the younger generation of PR people might become too dependent on social media and stray from traditional media.

It is impossible to effectively do your job without knowing what to expect for questions based on who the reporter is on the other end of the phone. Studying the newspaper everyday and intimately familiarizing yourself with a reporter’s writing style is critical to effectively addressing the piece.

We are so lucky to be in a profession that has multiple textbooks with new case studies at our disposal every single day. We can leave work at night, wake up in the morning, read a couple newspapers and literally arrive to work as a better PR person. There are no excuses. The newspaper fairy will even drop it off at your house for you. So put down your computer and go out and get the newspapers, the good old fashioned kind. Now go forth and publicize.