Tag Archive: CSR


Well, I’ve got news for the bullies of Wall Street. The presidency is not a crown to be passed back and forth by you between two royal families.” – Former Maryland Governor Martin O’Malley

Let us wage a moral and political war against the billionaires and corporate leaders, on Wall Street and elsewhere, whose policies and greed are destroying the middle class of America.”Vermont Senator Bernie Sanders

“The inherent vice of capitalism is the unequal sharing of blessings; the inherent virtue of socialism is the equal sharing of miseries.” – Former British Prime Minister Winston Churchill

Are the phrases “economic populism” and “social justice” not-so-clever disguises for a full-fledged War on Wall Street?occupy1

Is this another round of the disorganized/nearly forgotten desultory Occupy Wall Street movement now showered, deodorized and all dressed up to make it seem more palatable to the American public?

As we head into the 2016 presidential cycle, one needs to ask:

Is it sound politics, particularly for a general election, to directly take aim on a system in which 52 percent of Americans build their hard-earned wealth through the investment in stocks, bonds and mutual funds for an active retirement, their children’s college education, a second career or something grand on the “bucket list?”

Granted this slightly more than half figure is down significantly from the 65 percent of Americans owning stocks, bonds and mutual funds in the beginning of 2007, but that year was the beginning of the recession, downturn and economic malaise.

Some are questioning what happened to the middle class, but many are forgetting America’s burgeoning “investor class.” And with 52 percent of the public participating, it obviously applies to far more than just 1 percent of the American population. The more than half of all Americans owning stocks, bonds and mutual funds in 2013 could be even higher now because of the bull market.gender6

These are the people who invest in IRAs mainly with retail brokers in person or online (i.e., Schwab, Scottrade, TD Ameritrade, eTrade, Edward Jones) or designate a percentage of their pre-tax income in 401Ks with a percentage matching from their employer with taxes being deferred until retirement.

According to Gallup, they are for the most part college graduates as 73 percent of those with undergraduate degrees and 83 percent with graduate degrees invest in markets … that would be publicly traded companies on Wall Street.

Money Under the Mattress?

And why would they do that? Consider the alternatives:

How about under the mattress. How about no rate of return?

How about banks? How about 0.02 percent interest rates?

How about real estate? How about the prospect of underwater mortgages?

And you wonder why smart upper, upper-middle and middle class Americans with some disposable income invest in publicly traded American companies listed on the NYSE and NASDAQ, even though people can lose a portion or all of their investment? The answer is that Wall Street is the best game in town, and with knowledge, diversification, perseverance and a cast-iron stomach, literally millions of people build wealth by investing in our markets and our country.

“Unequal sharing of blessings” 

And what is the raison d’etre of these Wall Street companies? According to ERISA or the Employee Retirement Income Security Act of 1974, passed by a Democratic Congress, publicly traded corporations are legally and morally mandated to drive the bottom line (doing well) for the benefit of their shareholders.

Guess that means they hire hundreds of thousands of Americans and make the products that people around the world want and need. That even includes the upscale coffee, tablets, earphones, cameras, laptops, mobile phones, social media software and operating systems used by Occupy Wall Street and made by (gasp) companies publicly traded on Wall Street.occupy2

Almost DailyBrett senses a disconnect, but does it matter in a party primary when the empty vessels making the most noise have near zero chance of winning the nomination?

Looking down the road to the fall of 2016 would a presidential nominee really want to be saddled with a platform that takes “issue” with major employers of tens of thousands, providing wonderful products and the prospects of solid rates of return for investors? That doesn’t sound like a winning prescription.

It may make the union bosses happy. It may re-energize those with the need to demonstrate just like they did in 1968, but does it make any political sense to attack, demonize and vilify the proverbial goose that lays the golden egg?

Does Wall Street in the wake of Enron, Arthur Andersen, Bear Stearns, Global Crossing, Martha Stewart, $6,000 shower curtains, “Race Together,” Bernie Madoff, GM and Chrysler bailouts, BP Deepwater Horizon, excessive executive compensation have major real and perceived public relations problems? Does Wall Street need better reputation management? Absolutely.

At the same time, let’s not lose sight of Corporate Social Responsibility (doing good) and the literally thousands of companies that work to protect the environment (e.g., Starbucks and Conservation International), address climate change (e.g., Tesla), help rebuild communities (e.g., Home Depot and Habitat for Humanity), combat cancer (e.g., Nike founder Phil Knight and Oregon Health and Sciences University) assist low-income children with difficult medical conditions (e.g., Southwest Airlines and Ronald McDonald House) … ehh … wouldn’t that be McDonald’s as well?

For those attacking Wall Street indiscriminately under the banner of “economic populism” aren’t they guilty of throwing out the baby with the bath water.

Maybe they should be drinking their own bath water instead.

http://www.washingtonpost.com/opinions/hillary-clintons-guilt-by-association/2015/06/04/bd836dc4-0b13-11e5-a7ad-b430fc1d3f5c_story.html?wpisrc=nl_opinions&wpmm=1

http://www.cbsnews.com/news/poll-who-can-get-ahead-in-the-u-s/

http://www.brainyquote.com/quotes/authors/b/bernie_sanders.html

http://www.brainyquote.com/quotes/quotes/w/winstonchu101776.html

http://www.gallup.com/poll/147206/stock-market-investments-lowest-1999.aspx

http://money.cnn.com/2013/05/09/investing/american-stock-ownership/

 

 

 

 

 

 

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“Bulls make money, bears make money, pigs get slaughtered.” – CNBC Mad Money host Jim Cramercramerpigs

Which decision requires more mental gymnastics?

When to buy?

When to sell?

The author of Almost DailyBrett humbly opines that when to sell is the tougher call.

Why?

There are two kinds of remorse: ‘Darn it the stock kept going up after I sold’; and the worse one, ‘I could have sold when the stock was up, but I was a pig … and oh fiddlesticks, now I am selling when the stock is down.’

Yep, there are a lot of potential could-of, would-of, should-of when it comes to selling.

So what should you do in the view of this humble retail investor (read: Charles Schwab account)?

Don’t Fall in Love

“…Sometimes the most obvious question really is the question. In Enron’s case: How do you make money? – Bethany McLean, Fortune Magazine

Preparing to teach Corporate Public Relations/Investor Relations to Central Washington University seniors and a few juniors starting this coming Wednesday, yours truly will pose the same simple question that Fortune’s McLean posed to Enron’s Jeffrey Skilling: “How do you (Enron) make money?”

Communicators need to have elevator pitches at their ready when asked this very same straightforward question about their own employer. The same is true for investors: How does a company make money? If the answer is clear; you like the company; you understand the business strategy; you have done your homework including consulting with your financial advisor, then it may be time to purchase shares of the company stock.bullandbear

This particular company’s stock is now part of your diversified portfolio, which in turn represents a portion of your retirement savings, a child’s college education, that dream vacation etc.

All is good, but when does it make sense to sell?

Buy and hold is a sure loser. Why? At some point, stocks will stop growing. Your invested company certainly will change, and not necessarily for the better. Circumstances may shift and a wave of caca may hit a company or an industry.

Remember the Internet bubble two decades ago? It burst.

Remember the housing bubble a decade ago. It burst.

Don’t fall in love with your securities. Follow your instinct and your plan. When it is time to pull the trigger and unload the stock, then sell the shares.

Have a Plan

“I love the company. I hate the stock.” – Jim Cramer on Tesla (NASDAQ: TSLA)

Okay, it’s time to confess: I fell in love with the Elon Musk Ion-Lithium Battery/Electric Car story at Tesla. Yes, I bought the stock and road it up and down (pardon the pun) and eventually got tired of the downward roller coaster.muskcar

Before I weighed selling, I considered at what average price point did I buy the stock and how low would it have to go before I would sell the stock? It hit that point, and it was time to sell.

Maybe at some future time, it will be low enough to once again purchase the stock, but only when one is convinced the company has a realistic plan for long-term profitability.

The same is true when selling a stock that is going up. Social media stock LinkedIn (NYSE: LNKD) recorded a blow-out quarter and the stock exceeded my prearranged sell price point. As Joseph Kennedy reportedly said: “Never apologize when taking a profit.”

And we should never worry about paying taxes on our profits; profits are taxable.

The point here is to follow your game plan and sell when it’s time. That’s a good thing, really.

What are some other signs that it is time to sell a stock?

  • The Music Stopped: Once upon a time, Intel (e.g., microprocessors), Microsoft (e.g., software operating systems) and Cisco (e.g., Internet routers and switches) were literally rocking and rolling. We couldn’t get enough of these stocks until … the music stopped. The PC is yesterday’s news. The 1990s came and went. It became time to sell and move on.
  • Commoditization: Just like Intel’s microprocessors became a commodity to serve as the brains of social, mobile and cloud, the same is true for all other semiconductors and those that build semiconductor manufacturing equipment and electronic design automation (EDA) software. Intel’s rumored takeover of Altera, similar to Avago’s absorption of LSI Corporation, are more signs of industry consolidation. If you have not sold already, it’s past time.
  • High Volatility: Sometimes an investor can benefit from a highly volatile stock. A perfect example is Salesforce.com (NYSE: CRM). Lost track of how many times, yours truly has bought, sold, bought, sold, bought … this stock. As long as the trend line is consistently up, it’s okay to let go of the shares now and then, only to become reacquainted at a later date.
  • New Management: Tim Cook is proving that there is life at Apple following the ultimate demise of Steve Jobs, but that is the exception not the rule. Companies change. Business plans shift. Circumstances change. Markets explode or implode. Almost DailyBrett has always followed the mantra that if the old boss or new boss is a bosshole, it’s time to pass on the stock or sell the stock. Translated: Stay away from Larry Ellison and Oracle (NASDAQ: ORCL)
  • No Balance Between Fiduciary and Corporate Social Responsibility: The best run publicly traded companies do NOT see “doing well” and “doing good” as being mutually exclusive. Publicly traded companies with their brands under a digital 21st. Century microscope must appreciate their respective brands are trading in the cloud 24/7/365. Worshipping exclusively at the altar of fiduciary responsibility will no longer cut it. If so, it’s time to sell.
  • Caca Happens: Planes land at the wrong airports (e.g., Southwest). Companies name shoes (e.g., Umbro) after the cyanide gas used in Nazi concentration camps. The CEO falls dead in the backseat of a car (e.g., Texas Instruments). Oil wells explode and gush on global video for three months (e.g., BP). Guano hits the fan. This is precisely the reason not to fall in love with any stock.

Sometimes, it is time to say goodbye.

Breaking up is hard to do.

http://www.thestreet.com/story/10292084/1/bulls-bears-make-money-pigs-get-slaughtered.html

http://en.wikipedia.org/wiki/Joseph_P._Kennedy,_Sr.

https://almostdailybrett.wordpress.com/2011/07/21/what-happens-when-the-music-stops/

https://almostdailybrett.wordpress.com/2013/10/06/how-does-a-company-make-money-2/

https://almostdailybrett.wordpress.com/2014/07/18/donate-to-united-way-or-invest-in-tesla/

http://finance.yahoo.com/video/cramers-stop-trading-tesla-motors-135400997.html

https://almostdailybrett.wordpress.com/2014/01/02/farewell-lsi-logic/

https://almostdailybrett.wordpress.com/2011/12/13/fiduciary-responsibility-vs-corporate-social-responsibility/

 

 

 

 

 

 

After nearly three decades in the political, association, corporate and agency trenches of professional public relations, and the last four years intensely studying an increasingly complex industry from academic settings, Almost DailyBrett is ready to take a stab at the 17 essential qualities of the consummate PR practitioner.

Please note the list is not meant to be exhaustive and undoubtedly some vital characteristics will be missing. If that is the case, please let this humble blog know your thoughts. For better or for worse, here are the Top 17 attributes of the super-star public relations professionals in alphabetical order:

1. Attuned to the World 

Even though it is impossible to capture everything that is happening on this quickly changing planet, the best PR professionals are well versed even in cases in which their knowledge is one-mile wide and one-inch deep. They don’t know everything; they are not afraid and their ego will allow them to simply state: “I don’t know.” Having said that, they are good at getting to the bottom of an issue quickly, and then presenting the answer in the best interest of their employer/client. 

atlas2.“Be Quick, But Don’t Hurry”

The famous John Wooden quote definitely applies to super PR practitioners. Sometimes it is best to buy time. You may suspect you have the right answer, but your instinct guides you to seek out more. This is especially true in crisis situations. A great PR pro is quick, but never hasty. She or he instinctively knows that a rushed answer or editing of a vital document may result in a wrong response. The best counsel may be to quietly recite: “One Mississippi, Two Mississippi,” before offering a response. That little extra time can make all the difference in the world. 

3. Communications Choreography 

Similar to a producer or director of a Broadway play, the 21st Century PR star knows how to ensure that all the dancers, actors, actresses are in the right place, the lines are perfectly delivered and the music is on key. In the case of public relations, the research has been completed; the messages are composed; the communications are ready to be delivered, and the follow-up evaluation is set to be undertaken. It is without a doubt: Message-Candidate-Campaign in that order.

4. Confident Presentation Skills 

Glossophobia (e.g., fear of public speaking) is not in the vocabulary of the effective public relations professional. She or he responds with a smile, while deep down inside sneering at reportedly the number one fear of most people, public speaking. The great pro doesn’t seek out the stage, but doesn’t shy away for it either. Once there, the message is confidently delivered and questions are coolly answered.

janis

5. Constructive Listening 

Two of the most effective public relations professionals the author of Almost DailyBrett ever had the privilege to meet, are two of the best when it comes to constructive listening: Janis MacKenzie of MacKenzie Communications in San Francisco, and Bruce Entin of Silicon Valley Communication Partners. For both of them, the issues and concerns of you the client or you the subordinate are the only topics on their minds, even though in reality there are always many competing demands for their mental bandwidth. The point is they made time for you. They care. They are ready to help.

Entin

6. Cool Under Pressure

Did someone mention the word, “cool?” We are not talking about being smooth. Instead, we are focusing on a skilled communicator that stays composed when others are losing their heads. Is the company stock down five points? Does a product need to be recalled? Is the CEO being terminated? At least the Bay Bridge is not in the water (remember being told, just that). The sun will come up in the morning. The birds will chirp. The bees will buzz. Life will go on. 

7. Doberman, Not A Cocker Spaniel 

A Cocker Spaniel PR practitioner is simply proficient in providing necessary information to the conventional and digital media. A Doberman PR pro is just as knowledgeable, but even more to the point is also an impassioned advocate and will fiercely guard and protect the reputation and brand of the client/employer. If getting into a fight with a reporter/editor/analyst is deemed necessary, then that is what the job requires. The cheap-shot stops here.

8. Expansive Vocabulary 

A winning public relations professional is a well-read/versed professional. This practitioner is skilled in the use of English, the lingua franca of international business. Knowledge of a second or third language is highly desirable in our digitally flattened global village. It is not just a matter of knowing the words and the meanings behind them, but the right words at the right time in the right settings.

9. Fiduciary Responsibility & CSR 

It has become de rigueur for a public relations professional to advocate corporate social responsibility (CSR) or “doing good.” The best PR practitioners balance CSR with fiduciary responsibility or “doing well.” Fiduciary Responsibility and CSR are not mutually exclusive. PR pros, who understand this undeniable truth, have a better chance of being invited to sit at the boardroom table.

10. Great Student/Lifelong Learner 

What is the next killer app? What is the next “destructive technology?” How is social, mobile and cloud driving technology? What is the next driving mantra in global communications (e.g., radical transparency)? How can we best show (e.g., infographics) as well as speak and write? These are all questions that are constantly pondered by the student, lifelong-learner, PR pro.

11. Honest, Ethical, Reliable 

The first two of PRSA’s core values are “responsible advocacy” and “honesty.” Public relations practitioners are not Switzerland. They are not neutral. They are advocates. Some contend that PR pros cannot be persuasive advocates, advancing a well-researched set of arguments, and maintaining the highest standards of integrity at the same time.

Au contraire!

12. Offensive Without Being Offensive 

Being able to passionately debate crucial points and not make it personal with those who differ is a vital skill, not in great supply. Can you be offensive without being offensive? The best PR pros know, the most important public relations are personal public relations, and that includes interactions with work colleagues and teammates.

13. Qualitative and Quantitative

In our increasingly complex digital world, we cannot escape numbers and statistics. As Chris Roush of the University of North Carolina wrote in his Show Me the Money, behind every number is a story. The superb PR pro, particularly those in corporate public relations and investor relations, can build relationships (qualitative skills) with those closely following publicly traded corporations (e.g., investors, analysts, employees, suppliers, distributors). They are just as adept in reading income statements, balance sheets, cash-flow statements and interpreting the psychology of global markets (quantitative skills).

hoar

14. Refined Sense of Humor

One of the legendary public relations professionals in Silicon Valley history (i.e., Apple, Fairchild, Miller/Shandwick Technologies) was also one of the funniest, the late Fred Hoar. As he was fond of telling anybody and everybody, “that’s Fred, spelled F-R-E-D.” Every year, he served as the master of ceremonies for the SIA (Semiconductor Industry Association) Forecast and Award Dinner, and brought down the house each time with his “hick and stick.” Yours truly was charged with determining whether Fred’s humor met the standards for mixed company in a business setting. Guess you win some and lose some. Regardless, Fred was a crack-up and delightful to know.

15. Superior Judgment

The best PR pros instinctively know the difference between being “bright” and being “smart.” They are not the same. The latter is much more valuable than the former. Sometimes rocket scientists are best being left on the launching pad or maybe just at their workstations. Some are good at stakeholder relationships; some are not. That is why smart PR pros, who can provide sage counsel to those of infinite wisdom, are the best and the brightest in our profession.

16. Tech Savvy 

The 21st Century public relations practitioner is digital, not analog. As Thomas Friedman wrote in The World is Flat, the planet has been made measures of magnitude smaller by the ones-and-zeroes of binary code. All brands and reputations are in 24/7/365 play as a result of instantaneous digital publishing. The Genie is not going back into the lantern. Forward-looking PR professionals embrace new technology communications tools, and are always looking to the horizon for the next destructive technology force. During the course of my career, no PR pro was better in studying engineering and technology than Howard High of Intel, now with life sciences company, Fluidigm Corporation.howardhigh

17. Thought Leader 

Not only do the best PR pros advocate thought leadership by clients, who have proved standing on critical issues of public interest, they also use digital (i.e., blogging, social media, infographics) and conventional tools (i.e., presentations, commentaries, contributed articles etc.). They are always learning and as a result, they have wisdom to share and sage counsel to provide … particularly as it applies to instantaneous world of communications.

Editor’s Note: As the former SIA director of Communications, Janis and her firm served as our PR counselor. Fred was everyone’s friend, and the “Valley” is not the same without him. Howard was the chair of the SIA Communications Committee and provided invaluable counsel as the industry was finally able to open the Japan market. Bruce was my first superior during my decade at LSI Logic. He was the best boss in my career, and now is an even better friend. Naturally these are not the only PR super-stars on the planet, but they are fine examples of the species.

http://www.prsa.org/aboutprsa/ethics/codeenglish/#.VI4DuZU5BCo

http://www.mackenziesf.com/about/janis-mackenzie/

http://siliconvalleycom.com/Bruce_Entin.html

http://www.sfgate.com/bayarea/article/Frederick-Hoar-Silicon-Valley-master-of-PR-2831416.php

https://www.linkedin.com/pub/howard-high/12/aa6/b06

“Public scrutiny of business is constant and intense, and in the past decade, disillusionment has grown over excesses in executive pay, questionable accounting practices, drug recalls, and moral laxity on the part of corporations.” — Paul A. Argenti, Professor of Management and Corporate Communication at the Tuck School of Business at Dartmouth College

Should communication students be encouraged to work for publicly traded companies either from inside the corporation or providing external advice as a hired gun at public relations or advertising agency?

Or should these very same students be galvanized against the excesses of capitalism, demonstrating against Wall Street under the banner of social justice?

floodwallstreet

Are these questions mutually exclusive? Are you either for or against capitalism or for or against social justice?

These questions are magnified and intensified against the backdrop of underachieving employment, wage and real estate markets, while the NYSE and NASDAQ remain persistently bullish.

It appears this persistent economic scenario quite possibly will greet graduating students at least for the next academic year or two.

Examples of Corporate Excess

Finding examples of corporate excess is relatively easy.

Almost DailyBrett has joined the scads of other bloggers that take issue with seemingly brain-dead or just plain greedy antics by the leadership of large-cap publicly traded companies:

  • The author’s former company, LSI Logic, provided a seven-or-eight figure Golden Parachute to former CEO Abhi Talwalkar as he drove the 33-year-old specialty semiconductor designer into the abyss.
  • Spirit Airlines famously stiffed a decorated 76-year old, dying of cancer Marine veteran asking for a mere $197 refund, telling him literally to pound sand because he didn’t buy trip insurance. The carrier generously offered a partial credit, if he succumbed to the Grim Reaper before his flight.
  • October is right around the corner and that means (drum roll) even more corporate efforts to tie marketing bonanzas to Breast Cancer Awareness Month. Both 5-hour ENERGY and “Buckets for the Cure” KFC have become global leaders when it comes to “Pink Washing.”
  • Largest corporate bankruptcy-ever, Enron, is the poster-child when it comes to corporate greed and wrongdoing. And yet there were innocent people who were just trying to do their job, including telling the corporate story, until they realized they too were being misled.

Considering these examples and literally hundreds more, it is easy to give a broad-sweeping thumbs-down to multi-national corporations. At the same time, it should be remembered that these companies make the products and provide the services that we use on a daily basis (e.g., Apple = Macs, iPads, iPhones, iPods). They hire and provide benefits to literally tens of thousands (e.g., Boeing, 168,400; Starbucks, 160,000; Amazon, 88,400; Nordstrom, 58,140), Microsoft, 55,455). They provide wealth-accumulation prospects for the 54 percent of Americans who buy stocks, mutual funds and bonds (e.g., America’s investor class), including 73 percent of college graduates, and 83 percent of post-graduates.

Profit Motive

One of the major beefs espoused by the Occupy Wall Street movement three years ago, and the Flood Wall Street demonstrators earlier this month, is that publicly traded companies are focused on profits. These statements are accurate, but it should also be pointed out that companies have a legal (e.g., Employee Retirement Income Security Act or ERISA 1974) and moral (e.g., Fiduciary) obligation to produce the best bottom-line return possible for shareholders. Failure to do so invites almost certain civil and possible criminal litigation against the companies and potential dismissal of C-level executives.

floodwallstreet1

As a master’s degree candidate four years ago at the University of Oregon, the author of Almost DailyBrett noted the unrestrained celebration of competitive advantage and buy low/sell high mantra at the business school, and the unrestrained embrace of social justice including redistribution of income at the journalism school.

It seemed that one would build a statue of Adam Smith, while the other would throw flowers at the feet of Che Guevara. One would urge students to work and advise corporate America and the other would implore becoming an activist, marching, demonstrating and hopefully not being arrested.

Which is the better option for graduating students in making corporate America, particularly fallible publicly traded companies, more responsive to communities, the environment and let’s not forget, its own employees?

Corporate Social Responsibility

Corporate social responsibility or CSR should not be seen as an oxymoron. The concept of doing good (CSR) should not be viewed as contradictory to doing well (fiduciary responsibility). Graduates of communications, journalism and business schools can and should emphasize the value of doing BOTH to improve the bottom line for investors, including employees, while doing good deeds for communities, the planet and the rank-and-file employees.

Certainly the likes of Occupy Wall Street, which never found a unifying message, and Flood Wall Street, which tied capitalism to climate change, have their First Amendment Rights to (preferably) peacefully demonstrate. These NGOs need trained communicators and message developers.

Conversely, graduates could also choose to work internally to make companies better. They can stand for both fiduciary and corporate social responsibility. They can advocate against excessive C-level compensation. They can take stands against Pink Washing and Green Washing. They can ensure that the public is provided with good products at fair prices and everyone is treated with dignity and respect.

And heaven forbid, if another Enron is in the offing, they can courageouly tell the uncomfortable truth using their communication skills.

Is it better to be inside the corporation under the banner of capitalism or out in the streets (or in tents) calling for social justice?

There is more than one way to make corporate America better for everyone.

http://exec.tuck.dartmouth.edu/about-us/faculty/paul-argenti

http://www.huffingtonpost.com/2014/09/22/flood-wall-street-arrests_n_5865468.html

http://nypost.com/2014/09/22/climate-change-protesters-flood-wall-street/

https://almostdailybrett.wordpress.com/2014/01/02/farewell-lsi-logic/

https://almostdailybrett.wordpress.com/2012/05/06/lessons-from-the-spirit-airlines-pr-debacle/

https://almostdailybrett.wordpress.com/2012/05/02/evil-spirit-airlines/

https://almostdailybrett.wordpress.com/2013/10/10/5-hour-pink-washing/

https://almostdailybrett.wordpress.com/2014/05/22/shameless-5-hour-energy/

https://almostdailybrett.wordpress.com/2012/10/11/buckets-for-the-cure/

https://almostdailybrett.wordpress.com/2013/02/08/what-would-you-do-if-you-were-enrons-pr-chief/

https://almostdailybrett.wordpress.com/2011/12/13/fiduciary-responsibility-vs-corporate-social-responsibility/

https://almostdailybrett.wordpress.com/2011/06/03/adam-smith-vs-che%e2%80%99-guevera/

 

 

Snap. Crackle. Pop.

Silicon Valley and other mass communicators are enamored when it comes to threes.

CNBC’s investment guru Jim Cramer talks about the three moving forces in technology: Social, Mobile and Cloud.

socialmobilecloud

Threes are easy to remember, fours or fives, not so much.

At LSI Logic, we were fond of talking about our three C’s: Communications, Computer and Consumer.

These were our three strategic markets. The three C’s were easy for customers, employees and owners (e.g., investors) or the acronym, C.E.O., (another three) to remember.

In this spirit, let’s talk about the Almost DailyBrett Communication Big Three.

These are an absolutely essential trio of communications skills, most in demand in the marketplace, and which need to be taught by our colleges and universities.

Drum roll: Persuasive Writing; Financial Communications; and Social Media.

Think of it this way: The first two are analog in nature and the latter is digital.

Compelling Writing Skills

Writing goes back to the first publicity campaign on behalf of the all-powerful Pharaoh, the Rosetta Stone. He was awesome, and if you need proof just check out the hieroglyphics on the smoothed surface.rosetta

Johannes Gutenberg speeded up the process with his Mainz, Germany printing press in the 14th Century, and now the acceleration is at warp speed with wireless communication devices.

Despite the unprecedented ability to communicate in nanoseconds to virtually any spot on the globe at any time, the old-fashioned skills of developing compelling, credible and accurate copy under deadline pressure has never been greater. For some, writing is a natural gift that comes easy. For others, it is a laborious process that can be perfected with practice.

Starting this fall, your Almost DailyBrett author is teaching Introduction to Public Relations Writing at Central Washington University. My 20 students are going to be asked to produce the following:

  • Curriculum Vitae or resume, emphasizing the student’s professional and academic accomplishments with quantifiable measurements
  • Twitter-style cover letter applying for an entry-level public relations position and emphasizing the student’s personal ROI or Return on Investment
  • Complete LinkedIn profile including the same elements of the resume, plus a professional mug shot, three references and at least 30 connections
  • News advisory targeting legacy and/or digital native media informing and/or inviting them to attend and cover an upcoming event
  • News release providing information about a breaking news story, employing the inverted pyramid and using the five W’s – What, When, Where, Who, Why – and the one H – How
  • Pitch to a selected reporter, editor, correspondent, blogger or news aggregator about a newsworthy story and offering assistance
  • Copy for a 30-second radio or television PSA or Public Service Announcement on behalf of a non-profit agency
  • Chief executive officer strategy letter to investors, analysts and employees outlining your selected company’s business strategy and future prospects
  • CSR or Corporate Social Responsibility letter to company employees about efforts your chosen corporation is making to safeguard employees, protect the environment and serve the communities in which the company does business
  • Crisis communications news release – written under deadline pressure – announcing steps a company has taken to address the crisis and pointing to the future
  • Four personal blog posts, emphasizing public relations skills and commenting on breaking news events
  • Two-page executive memo with bullets and subheads introducing a subject, examining the factors, and recommending a course of action

The philosophy behind these assignments is the only way to really become effective at persuasive writing is to Just Do It!

Financial Communications

Many right-brain types, the very people who opt for Journalism school, avoid figures at all costs. And yet, the numbers will find them.

We now live in a world of “big data,” particularly those companies that are publicly traded. Chairman Mao is probably rolling over in his grave as PRC-based Alibaba takes its predominate Mainland China digital retail play public this Friday with shares expected to be initially priced between $66 and $68.

alibaba

Right-brain students need to figure out how to make peace with numbers. UNC Professor Chris Roush (Show Me The Money) states ex-cathedra: “Behind every number is a story.”

Hmmm … that means there are stories to be told about these numbers. In addition, the Securities Exchange Commission (SEC) requires these stories to be told to all investors, if they are “material.” Translated: If a company has “material” information that would prompt an investor to buy, sell or hold company stock, then the company is mandated to disclose under Regulation FD (Fair Disclosure).

What this means is that each and every of the more than 5,000 publicly traded companies (NYSE or NASDAQ) in this country must issue news releases. The writers are not expected to produce the figures (there are oodles of accountants, auditors, controllers …), but they instead must tell the story behind these numbers.

That means that college and university communications graduates should know the difference between the income statement top line (revenues), the bottom line (net income or net loss) and everything in between (e.g., COGS, Gross Margin, SG&A, R&D, Operating Income, Taxes, Amortized Expenses …).

Sure wish someone had been kind enough to teach me these skills, including how to read a balance sheet, back in college.

Social Media

The world has already shifted from Web 1.0 (accessing websites) to Web 2.0 (wired and wireless devices talking to each other) and soon Web 3.0 (semantic web).

The Economist reported this week that nearly one-quarter ($120 billion) of the world’s $500 billion advertising business is coming from digital ads, increasingly being delivered to mobile devices. Yes there is no doubt that digital media is being monetized through search engine optimization (SEO) and other techniques, and that Genie is not going back in the bottle.

Facebook (friends), Twitter (140-character tweets), LinkedIn (connections), YouTube (videos), Flickr (photos), Pinterest (online scrapbooks), WordPress (Almost DailyBrett) all enjoy first-mover advantages in their respective social media spaces. There are challengers now and more competitors to come. The bottom line is that digital publishing through binary code is here to stay.

Companies and international public relations agencies are expecting that digital natives instinctively understand social media. This all circles back to the ability to write clear, concise, credible and compelling copy for an audience that is increasingly overwhelmed by information.

digitalnatives

And much of this data comes in the way of numbers, the ones with a story behind them. And increasingly, these stories no longer involve a gate-keeper but are transmitted though “owned” media (e.g., websites, blogs, social media sites).

Stating that compelling writing, financial communications and social media are the Big Three of Communications may entice the crisis communications, marketing, branding, reputation management, employee communications, public affairs and other dedicated professionals to take umbrage.

Fret not. Almost DailyBrett loves you too, and says to each of you that you need (or soon will need) graduates who can tell the story, and tell it well, through effective writing, numerical literacy and of course, proficiency with digital tools.

http://smallbusiness.chron.com/importance-writing-skills-business-845.html

http://www.unc.edu/~croush/CV.htm

https://almostdailybrett.wordpress.com/2014/05/29/owned-media-an-answer-to-digital-change/

http://www.economist.com/news/special-report/21615869-technology-radically-changing-advertising-business-profound-consequences

 

 

 

 

 

 

“[Putin] does his own PR,” Angus Roxburgh, who worked on the account from 2006-2009, told the Daily Beast. “I can honestly think of nothing that Ketchum has ever done that has actually improved Russia’s image.”

“Our work continues to focus on supporting economic development and investment in the country and facilitating the relationship between representatives of the Russian Federation and the Western media,” a Ketchum spokeswoman told The Hill. “We are not advising the Russian Federation on foreign policy, including the current situation in Ukraine.”

That comment was made by Ketchum Public Relations after the Russian occupation of Crimea, and before last week’s surface-to-air (SAM) missile destruction of a Malaysian 747 (MH17) with nearly 300 innocent men, women and children on board.

ukrainianrebels

Here are some questions for Ketchum, a division of Omnicom, that are based on the cumulative impact of Putin’s invasion, the attack on a Malaysian 747 and subsequent cover-up activities:

When is Russia’s behavior just too much for your firm, prompting Ketchum to jettison your $55 million (and-counting) client?

Obviously an unprovoked invasion and a premeditated downing by Putin’s proxies of a defenseless airliner is not enough to trigger a termination of an agency/client relationship.

What will it take? A thermonuclear exchange?

Here’s another interrogative: What happens when a lucrative client (e.g., Russia) doesn’t give a particle about public relations? Do you still offer your best-and-brightest PR advice when your “client” will do whatever it wants, whenever it wants, PR consequences be damned?

Ketchum Has Some Explainin’ to Do?

“We must stop using the language of force and return to the path of civilized diplomatic and political settlement.” – Vladimir Putin in his Ketchum placed New York Times op-ed, Sept. 11, 2013

putin2

Ketchum is not advising Russia about foreign policy? Really? Any bridges that you would like us to buy?

A plain English reading of the Ketchum placed New York Times Putin op-ed is exclusively foreign policy, particularly the opposition to the United States’ stance toward Syria. The op-ed had nothing to do with “economic development and investment.”

Ketchum, much like its problem-child client, Russia, has some explainin’ to do.

Does the PR firm really think it’s making a difference when it comes to Russia’s brand led by former KGB-chief Putin?

Wonder how Ketchum would explain gulag re-openings, and resumption of forced deportations to Siberia? And who knows for sure that these activities are not already happening in 21st. Century Russia.

russia1

We do know from quantitative research that Russia’s brand is sinking fast.

According to Pew Research, Russia’s unfavorable views have jumped 29 percent in the United States, and by 20 percent in the European Union in the past year. Invading countries and having your paw-prints all over shot-down airliners is not good for your national brand.

It’s particularly noteworthy that Russia’s brand is down 27 points in Poland. Yes, the same Poland that suffered for decades under heels of Russian jackboots.

Cold War II?

“We are all different, but when we ask for the Lord’s blessings, we must not forget that God created us equal.” — Vladimir Putin in his Ketchum placed New York Times op-ed, Sept. 11, 2013

The very same Pew Research survey demonstrates a massive negative shift in U.S. respondent opinions about Russia in the past five years. In 1999, 27 percent saw Russia as unfriendly; that figure rose to 44 percent this past March (before the downing of the Malaysian 747). Five years ago, 5 percent viewed Russia as an enemy; the March 2014 result was 24 percent.

Conversely, 44 percent regarded Russia as friendly, but not an ally, in 1999; that figure plummeted to 21 percent this past March. Conceivably the result is even lower now.

Assuming that Putin is aware of these figures does he even care? Or does he want to be seen as the macho hombre that restored greatness to Russia regardless of the consequences. Does he yearn for the good ole days of the Soviet Union? Notice these questions have zero to do with “economic development and investment.”

putin

For Ketchum, which preaches a commitment to corporate social responsibility or CSR, the firm is tied to a client that is a proverbial loose cannon. Putin’s Russia is becoming America’s adversary once again. Is Cold War II already here or just around the corner? Almost DailyBrett is not big on sequels.

Yes there are international PR firms that take money from tobacco companies, despite the fact that 400,000 Americans die annually from tobacco-related diseases, more than AIDS, alcohol, car accidents, murders, suicides, drugs and fires combined according to the Federal Trade Commission (FTC).

If PR firms can represent tobacco companies with straight faces, allowing them to participate in the marketplace of ideas, why can’t a PR firm represent invading and (indirect) missile-launching Russia?

These entities (e.g., Big Tobacco, Big Russia) pay big bucks to tell their stories, even if they really don’t give a particle about public relations.

After all, God created all clients equally.

http://www.washingtonpost.com/blogs/the-fix/wp/2014/07/18/russia-has-a-major-pr-problem/?wpisrc=nl_politics

http://www.breitbart.com/Big-Government/2014/03/17/U-S-Public-Relations-Firm-Bags-55-Million-Representing-Putin

https://almostdailybrett.wordpress.com/2014/03/11/ketchums-new-client-in-1938/

http://news.msn.com/world/us-outlines-case-against-russia-on-downed-plane

http://news.msn.com/world/us-vice-president-biden-says-putin-has-no-soul-new-yorker

http://www.ketchum.com/

http://www.theonion.com/articles/who-is-vladimir-putin,36515/?utm_source=Twitter&utm_medium=SocialMarketing&utm_campaign=Pic:2:Default

http://news.msn.com/world/us-no-link-to-russian-govt-in-plane-downing

http://www.ibtimes.com/malaysia-airlines-hired-putin-pr-agency-after-mh370-disappearance-1635740

 

 

 

 

 

“There you go again.” – Ronald Reagan debating Jimmy Carter in 1980

Wonder why more than a few consider “corporate social responsibility” to be an oxymoron?

Can corporations, especially publicly traded companies, serve both masters: fiduciary responsibility (do well) and CSR (do good)? It can be done, but the effort has to be sincere and meaningful.

Sorry 5-hour ENERGY®. There you go again.

5-hourvets

First, Living Essentials (parent of 5-hour ENERGY) mounted a mucho grande marketing campaign with special pink raspberry bottles in order to make an un poquito contribution to Living Beyond Breast Cancer (LBBC). The Integrated Marketing Communications (IMC) campaign even came with a plethora of television ads and a specially decaled NASCAR racer being driven by Clint Bowyer

Now, it is time for yet another mucho grande marketing campaign with special red-white-blue bottles in order make another un poquito contribution, this one to the Special Operations Warrior Foundation (SOWF). Do you think that 5-hour ENERGY just commissioned another specially marked Bowyer stock car for the occasion?

Does a bear relieve itself in the woods?

In addition, the company even sponsored a 400-mile NASCAR race in Kansas just in case you missed any of 5-hour ENERGY’s ads.

Even in-your-face syndicated radio sports jock Jim Rome got into the act, pimping for these $2.99 (today’s retail price) red-white-blue bottles of 5-hour SPEED.

And how much will be raised for the wounded vets? (Drum roll) Not less than $75,000.

Wasn’t the $75,000 minimum the same figure for when 5-hour ENERGY contributed a nickel from the sale of each $2.99 pink bottle (less than 2 percent of retail) to the breast cancer foundation?

Why is Almost DailyBrett underwhelmed?

Real Corporate Social Responsibility

“It is amazing what you can accomplish if you do not care who gets the credit,” – Harry Truman

SBUXCI
Contrast the shameless 5-hour ENERGY CSR-in-disguise campaign with the synergistic relationship between Starbucks (NASDAQ: SBUX) and Conservation International (CI) on behalf of the environment and the farmers in the Chiapas region of Mexico. This is the same case that was examined in-depth by Harvard Business Review. 

The relationship between the for-profit Starbucks and the NGO Conservation International took time to develop. Starbucks wanted to help, but it insisted on not compromising the quality of its mild Arabica coffee beans for its discerning customer base. In the end the two disparate entities teamed in setting standards for Starbucks’ coffee supply chain in the Chiapas including the planting of shade trees and no coffee pulp being thrown into the rivers.

Just imagine, Starbucks and its NGO partner, Conservation International, accomplished impressive deeds together without the need for specially marked cups or a spiffy race car.

This same is true for Ronald McDonald House Charities, including the 338 Ronald McDonald houses around the world, a direct offshoot of the fortune made by McDonald’s founder Ray Kroc. Ditto of the Home Depot Foundation and its $1.5 million partnership with Habitat for Humanity to build homes for veterans.

Let’s not forget Nike founder Phil Knight’s $100 million contribution for the Knight Cancer Institute at Oregon Health & Science University (OHSU), and another $125 million for the OHSU Cardiovascular Institute. There were also some celebrated “Uncle Phil” contributions to the University of Oregon and Stanford University.

And of course we need to salute the efforts of another billionaire, Bill Gates and his spouse Melinda, establishing the Bill and Melinda Gates foundation. The foundation’s $38.3 billion endowment targets promoting health care and reducing extreme poverty around the world.

“Pink Washing” Close Call

kfc

Before 5-hour ENERGY got into the Think Pink act, YUM Brands’ KFC Division launched a controversial “Buckets for the Cure” campaign benefitting the Susan G. Komen Foundation.to combat breast cancer. A portion of the sale of each specially marked bucket of grilled chicken was devoted to the work of the Komen foundation.

Some have called this effort true CSR. Others have labeled it, Pink Washing. Whichever way one comes down on the “tastes great” vs. “less filling” divide, there is no question that KFC raised a reported $4.2 million to combat and find a cure for breast cancer.

There are many, who simply do not like KFC (formerly Kentucky Fried Chicken) and will not see anything positive undertaken by the company. Having said that, there is a legitimate debate whether “Buckets for the Cure” was a crafty marketing campaign, a well-intentioned CSR thrust or a combination of the two. Let the Fiduciary Responsibility vs. Corporate Social Responsibility debate commence!

5-hourspecial

When it comes to 5-hour ENERGY and its guarantee of $75,000 to the wounded vets, compared to its massive marketing campaign, NASCAR race and race car, one has to make the call:

5-hour ENERGY once again stands guilty of disguising its massive for-profit marketing campaign as an attempt to help (fill-in-the-blank).

There you go again.

http://www.5hourenergy.com/5hrNews-2014-04-14.asp

https://almostdailybrett.wordpress.com/2013/10/10/5-hour-pink-washing/

https://almostdailybrett.wordpress.com/2011/12/05/lattes-cappuccinos-mochas-and-csr/

http://www.hbs.edu/faculty/Pages/profile.aspx?facId=6413&facInfo=pub

http://www.brainyquote.com/quotes/quotes/h/harrystru109615.html

http://www.rmhc.org/what-we-do

http://www.homedepotfoundation.org/page/our-partners/habitat-for-humanity-international

https://almostdailybrett.wordpress.com/2012/10/11/buckets-for-the-cure/

https://almostdailybrett.wordpress.com/2012/09/25/taxing-uncle-phil-to-death/

http://en.wikipedia.org/wiki/Bill_%26_Melinda_Gates_Foundation

https://almostdailybrett.wordpress.com/2011/12/13/fiduciary-responsibility-vs-corporate-social-responsibility/

http://www.nascar.com/en_us/race-center/sprint-cup-series/5-hour-energy-400.html

 

 

 

 

 

 

 

 

 

5-hour Pink Washing?

KFC’s controversial “Buckets for the Cure” campaign has competition, when it comes to being pink … and green.

Enter Living Essentials’ 5-hour ENERGY®’s special raspberry flavor with five cents of every $2.16 bottle (the cost if you buy a 12-pack online) being directed to Living Beyond Breast Cancer (LBBC).

5hourraspberry

To demonstrate its sincerity to the cause of beating breast cancer, 5-hour ENERGY issued a news release with the first quote coming from its Communications Director Melissa Skabich: “Our company has a strong history of supporting causes that fight breast cancer.”

The second quote came from her counterpart at LBBC.

“The financial contribution and the comprehensive media campaign by the makers of 5-hour ENERGY® products will help us to reach many people who are currently unaware of the programs and services that LBBC offers to those facing a breast cancer diagnosis,” said Kevin Gianotto, LBBC’s Associate Director, Marketing and Corporate Relations.

Thank God the 5-hour ENERGY’s registered trademark made it into the non-profit spokesman’s quote about the company’s  “comprehensive media campaign.”

If this is such a noble cause, how about quotes from the principals (e.g., CEOs) at both 5-hour ENERGY and LBBC? Or does their absence suggest that just maybe the heads of these respective organizations are a tad sheepish about this marketing exercise?

If you don’t believe Melissa about her company’s dedication to the pink cause, check out the specially branded 5-hour ENERGY race car driven on the NASCAR Sprint Cup Series circuit by Clint Bowyer.

5hourracecar

And if you still need further proof, just turn on your HDTV and it won’t be long before you see yet another 5-hour ENERGY ad for its special raspberry flavor, available thru December 31, with five cents of every bottle being directed to LBBC.

Let’s do the math.

You can buy 2,000 bottles at $2.16 each ($4,320) of raspberry 5-hour ENERGY and $100 will be donated to LBBC…

…or you could write a $100 check to “Living Beyond Breast Cancer.”

Hmmm…that means you could do just as much good in the fight against breast cancer, simply writing a $100 check and keeping $4,220 in your own pocket.

As I write this particular Almost DailyBrett post, I do not want my prose to come across as yet another example of the old adage: No good deed goes unpunished.

Personally, I am a cancer survivor and my first wife died of stomach cancer. This is matter of deep concern to me. I want to beat all forms of cancer.

Last year, Living Essentials’ contributed $387,000 to fighting breast cancer and the company has pledged at least $75,000 this year. That’s real money. This is a vital cause. October is Breast Cancer Awareness Month, a fact that certainly is not lost on the folks at 5-hour ENERGY.

The brass at 5-hour ENERGY has a fiduciary responsibility to its investors to do well in terms of the top line and the bottom line. The same management team should also do good by practicing corporate social responsibility (CSR), giving back to communities where it does business.

Fiduciary responsibility and corporate social responsibility are not mutually exclusive terms. But what happens when the first (fiduciary responsibility) is disguised as the second (CSR)?

Yum! Brands Inc. (NYSE: YUM) owns and operates KFC. Yum! Brands generated its own Pink Washing controversy when it introduced grilled chicken, pink “Buckets for the Cure” with a portion of the proceeds being directed to the equally controversial Susan G. Komen Foundation.

kfc

Was the marketing campaign for the pink buckets of grilled chicken a fiduciary exercise or a corporate social responsibility (CSR) endeavor or both?  KFC reportedly delivered 50 cents for each bucket sold and raised $4.2 million.

The Oregon Ducks wore pink helmets for their October 19 football game against Washington State. After the game, the team auctioned off 25 of these helmets, raising $200,000 for the Kay Yow Cancer Fund.

What is 5-hour ENERGY promising? Wow, $75,000.

Am I suggesting that companies can’t emphasize CSR, while keeping an eye on the bottom line? Absolutely not. McDonald’s is offering healthier food choices. Toyota unveiled the hybrid, energy-efficient Prius. Home Depot has given building materials to Habitat for Humanity.

About half of our public relations students at the University of Oregon School of Journalism and Communication (SOJC) were comfortable with Yum! Brands’ “Buckets for the Cure” campaign, while the other half believed KFC was engaging in Pink Washing.

Almost DailyBrett contends that Living Essentials’ 5-hour ENERGY should have learned something from the Yum! Brands experience, and should have exercised greater caution.

Pledging a minimum of $75,000 is ridiculously low (basically a company rounding error), and less than seven figures is not sufficient when you consider the intense over-the-top marketing.

nickel

And speaking about swinging for the fences, the specially decaled 5-hour ENERGY® NASCAR racer fits the classic definition of in-your-face, and is clearly superfluous.

And at a minimum 5-hour ENERGY public relations types, ask your CEO and the chief executive of Living Beyond Breast Cancer (LBBC) to lend their names to the cause.

That way, 5-hour ENERGY would have a better chance of passing the giggle test, and deflecting the inevitable pink washing charges and allegations.

Can you spare a nickel?

http://www.naturalnews.com/037645_avon_breast_cancer_pinkwashing.html

http://en.wikipedia.org/wiki/5-hour_Energy

http://thinkbeforeyoupink.org/?page_id=13

http://en.wikipedia.org/wiki/Pinkwashing

http://www.ispot.tv/ad/72RO/5-hour-energy-raspberry-good-deeds

http://www.5hourenergy.com/5hrNews-2013-09-09.asp

http://www.shop5hourenergy.com/detail/5HR+RASPBERRY+12

http://www.lbbc.org/

http://www.naturalnews.com/028670_Komen_for_the_Cure_fraud.html

http://ww5.komen.org/

https://almostdailybrett.wordpress.com/2011/12/13/fiduciary-responsibility-vs-corporate-social-responsibility/

https://almostdailybrett.wordpress.com/2012/10/11/buckets-for-the-cure/

http://www.oregonlive.com/ducks/index.ssf/2013/10/oregon_football_ducks_pink_hel.html

“The cab driver boasted that his daughter had just graduated. But then he admitted that her journalism degree from the University of Wisconsin had cost $140,000. Since journalism is an ill-paid job that requires no formal qualification, this sounds like a waste of money.” – The Economist, Universities challenged, August 31, 2013

cabdriver

Those are fightin’ words.

Doesn’t The Economist benefit from well-trained and clever journalists?

Should we just shut down all journalism and mass communication schools nationwide, if not worldwide?

Would the last J-school student be kind enough to turn out the lights?

This revealing provocative lead in which the Economist writer shared her/his intimate conversation with a Chicago area cabbie (so much wisdom is imparted in cabs) actually concerned the state of affairs of higher education. Namely, the upcoming federal Department of Education (DOE) ratings system in which colleges and universities conceivably will be judged for federal hand-outs based upon cost, graduation rate and how much students earn in their careers.

And you thought the Bowl Championship Series (BSC) metrics were Byzantine? Thank Darwin we only have to endure this system for one more year. The DOE standards/regulations could be with us into the indefinite future…which could be, forever.

Now that we have clarified the basic premise of the article, let’s go back to the notion that journalism is “ill paid,” that it requires “no formal qualification” and the implication that university journalism schools are a “waste of money.”

Other than that Mrs. Lincoln, how was the play?

Considering that I have two journalism-related degrees (one undergraduate and the other post-graduate) and I spent more than three-decades as a reporter (a few years) and as a public relations practitioner (a lot of years) and lately as a college instructor (a few more), I have a problem or two with the gross oversimplification exhibited by The Economist.

There is no doubt that college is damn expensive and not getting cheaper anytime soon. And yes, traditional Gutenbergesque journalism is in trouble. The business model doesn’t work anymore. Having acknowledged the obvious, these conclusions miss a major point: The global desire and yearning for instantaneous-and-accurate information on a 24/7/365 basis has never been greater.

The ability to tell the story, and to tell it well whether it be a reporter/editor, a public relations practitioner or advertising professional is in constant demand and cannot be effectively outsourced or offshored en masse.

The methods for telling, reporting and disseminating the story are changing. The world has moved from analog to digital. The demand for information outstrips the supply, and this trend is accelerating. This is an upward-to-the-right market.

And how will future journalism, public relations, advertising, social media and multi-media professionals learn these information development and dissemination skills? How about these supposedly “waste-of-money” journalism schools?

lecturehall

1.)  Writing effectively will always be in demand, particularly by those who can quickly come to the point, provide insightful analysis, and write professionally and skillfully, employing AP Style.

2.)   Understanding the concept of the inverted pyramid in which the crux of the story is in the lead and all the supporting information flows from there.

3.)   Determining whether a story is newsworthy (or not) for target audiences. Learning how to ask the What? When? Where? Who, Why? And How?, ascertain these answers and transmit a complete-and-clear picture succinctly to news transmitters, whether they are conventional or digital.

4.)   Grasping and using “Big Data” in the form of compelling infographics to quickly and efficiently present useful information to critical audiences.

5.)   Appreciating that social media is not monolithic. There is a distinction between “connections” and “friends” online. Yes, you can digitally self-publish in 140-characters or less. Blogging is alive and well. Social media can be radioactive as digital miscues are eternal.

6.)   Comprehending the societal and technological shift from two-way asymmetrical communication theory (one to the masses) to digitally enabled two-way symmetrical communication theory conversations (message receiver responds publicly to the message sender).

7.)   Gaining the skill sets to generate professional digital photos, audio and video and use state-of-the-art software (e.g., Final Cut Pro) for compelling multimedia pieces.

8.)   Garnering the knowledge of financial communications including relevant SEC disclosure rules and being able to distinguish between fiduciary responsibility and corporate social responsibility.

9.)   Overcoming glossophobia and becoming more confident in delivering presentations, particularly those that are conversational in style and using supporting graphics.

10.)  Securing the confidence to perform instinctively in a crisis communications setting, quickly develop relevant messages and ultimately protect an organization’s reputation and brand.

crisis1

There is little doubt that journalism, public relations, advertising, social media and multi-media educators, graduates and students can add to the Almost DailyBrett list of J-School attributes cited above, including cultural distinctions inherent in international communications.

What’s more important is that when one considers and weighs the skill sets that are being taught and learned, particularly in a rapidly changing technology landscape, the value of a solid journalism education is maybe as valuable as it has ever been.

Society’s insatiable demand for news and information has never been greater.

The Genie is simply not going back into the bottle.

http://www.economist.com/news/united-states/21584393-barack-obama-wants-degrees-be-better-value-money-universities-challenged

 

 

“Buckets for the Cure”

It never fails to stir up emotions, particularly in October (e.g., National Breast Cancer Awareness Month).

It is represented by a simple image, illustrating a pretty-in-pink bucket of grilled chicken.

It describes a marketing campaign that raised 50 cents per bucket and ultimately delivered $4.2 million to date to fight breast cancer.

And yet blood pressure always seems to rise and passions start flowing. Is this a case of no good-deed going unpunished, or something much deeper?

One person’s CSR (Corporate Social Responsibility) is another person’s “Pinkwashing.”

kfc

In one corner is for profit Yum Brand’s KFC Division (once known as “Kentucky Fried Chicken”) on the other is non-profit Susan G. Komen for the Cure. Or maybe they are not in separate corners, but instead joined at the hip?

For present-and-future PR practitioners, I have seen this debate played out several times in the last two-plus years, and there is nothing even remotely approaching consensus on this ethical issue.

Reportedly, Susan G. Komen is the largest non-profit source for breast cancer research and advocacy. Susan G. Komen touts 240 corporate donors, and KFC is just one of these donors. And yet the knives are out for KFC primarily, and also for Susan G. Komen for signing off on KFC’s marketing campaign in order to raise millions to fight breast cancer.

To some encouraging patrons to consume grilled chicken breasts to save female breasts is too much of a mental metaphor to process. Fatty chicken contributes to breast cancer, so doesn’t the KFC/Komen alliance constitute shameless hypocrisy? That question has been asked repeatedly.

As a consuming public, we have been demanding that “Big Food” take action to notify us of the calorie count in its fast-food offerings and to offer healthier choices. As Martha Stewart would say, “It’s a good thing.”

As Almost DailyBrett reported, publicly traded companies (e.g., $13.5 billion NYSE: YUM) have a fiduciary obligation to promote profitability for their shareholders, many of whom are future retirees or parents with kids approaching college, investing in mutual funds and individual stocks.

At the same time, we are asking these corporations to give back to the communities they serve and take action to protect the environment through Corporate Social Responsibility. Yum Brands would naturally contend that its grilled chicken is a healthier consumer choice, and that it has raised more than $4 million to fight breast cancer. Isn’t this a case of both fiduciary responsibility and CSR? Would it be better for KFC to just offer original recipe or extra crispy to go along with the fat-laden side dishes and not give a dime to Susan G. Komen or any other non-profit?

When it comes to vilification, Susan G. Komen has been the subject of rhetorical broadsides even though it has invested nearly $2 billion for breast cancer research, education and advocacy. The largest single donation? $4.2 million from…KFC. At times, Komen has demonstrated a PR tin ear (gun-toting Smith & Wesson donation; Planned Parenthood debacle), but overall the foundation has been one of the leaders of the charge against breast cancer.

Shouldn’t we be celebrating corporate entities practicing CSR and helping non-profits? Or do some of us detest corporations so deeply and by extension, capitalism, that they would prefer for corporations to not offer and promote healthier choices, and give nothing back to our communities?

From this humble perspective, we instinctively know that life is not perfect and certainly not fair. Having said that, shouldn’t we be encouraging all to do good things, regardless of how large or how small (e.g., “Random acts of kindness”)? Isn’t the key to move the dial from an ethical and societal standpoint upwards and to the right? Shouldn’t we all have good intentions?

Or was mumsy right, when she reminded me: “The road to hell is paved with good intentions.”

http://blogs.courier-journal.com/derbycitycents/2012/10/07/yum-brands-david-novak-on-buckets-for-the-cure-criticism/

http://abcnews.go.com/Health/Wellness/kfc-fights-breast-cancer-fried-chicken/story?id=10458830

http://www.washingtonpost.com/wp-dyn/content/article/2010/04/30/AR2010043001971.html

http://finance.yahoo.com/q/pr?s=YUM+Profile

https://almostdailybrett.wordpress.com/2011/12/13/fiduciary-responsibility-vs-corporate-social-responsibility/

http://ww5.komen.org/

http://en.wikipedia.org/wiki/Susan_G._Komen_for_the_Cure

http://en.wikipedia.org/wiki/The_road_to_hell_is_paved_with_good_intentions

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