Media Coverage :: Auburn PR

Power ListPRThe definiTion of power in The pr indusTry is someThing ThaT is

heavily influenced by currenT evenTs and business Trends. during this challenging time, PRWeek’s senior editors weigh the different

criteria to help determine this year’s ranking of 25 industry leaders

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Harris diamond [’08 rank - #4]CEO, Weber Shandwick Worldwide andIPG’s Constituency Management Group

In 2009, the PR industry is down to business. No individual represents the shifting meaning of the power in PR better than Harris Diamond, particularly in this tough economy. He arguably holds the fate of more PR pros and brands in his hands than anyone still directly working in the business. There are 3,500 PR pros working for CMG agencies, which include GolinHarris, MWW Group, and DeVries.

Diamond also has dominion over a broader range of ser-vices within IPG, including sports marketing agency Octa-gon and events firm Jack Morton. CMG revenues totaled $1.1 billion in 2008. As integration is now a stark reality, his leadership across this discrete, but broader marketing realm becomes vital for securing a range of key business.

In thought leadership, Diamond has taken as his stump speech dual themes of reputation and leadership. Though less trendy than the focus on innovation that at least in part propelled Richard Edelman to the top spot in the past two years, his perspectives on these two issues is in step with cli-ent pain points at a time of huge business uncertainty.

Part of the power proposition for Diamond is also in the continued strengths of WS, the core brand of his empire building, and in his blunt and business-focused style, which gives no quarter to detractors and naysayers. WS’ consistency of leadership, including president Andy Polansky and chair-man Jack Leslie, has been a critical USP for the firm, which has achieved blue-chip status in the PR world. This brand value has been driven from the top.

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defining qualities

•Financial stewardship

•Thought leadership

•External visibility

•Innovation

•Affiliations

•Professional tree (mentoring)

•Media influence

•Political influence

•Client/company profile

•Public service

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RichaRd EdElman [’08 rank - #1] Worldwide president and CEO, Edelman

Innovation in PR has become almost synonymous with Edelman. And most of that reputation can be attributed to the

vision and leadership of the firm’s CEO, Richard Edelman. In the face of a constantly changing media and business landscape, he has remained a leading voice for how the industry can evolve and be successful in the new age of PR. Despite the tough economy, Edelman’s firm still man-aged to increase 2008 global revenue 12% and US revenue by 9%. As the industry endures a challenging year, there’s no doubt that Edelman – both the man and the agency – will provide a good example of how to properly weather the storm.

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chaRlottE otto [’08 rank - #3] Chief global external relations officer, Procter & Gamble

Leading global communications for one of the world’s largest consumer packaged goods companies has been the reason for Charlotte Otto’s power in years past. And dur-ing a time when the industry and company face economic challenges, she has even more opportunity to be influen-tial. With new CEO Robert McDonald taking the reins this month, there will undoubtedly be changes in how P&G spends its marketing dollars. Reporting directly to McDonald, Otto has the chance to significantly impact PR’s role in P&G’s marketing mix during this crucial time. A member of the Arthur Page Society, she is also active in the Cincinnati business community, serving on the board of The Port of Greater Cincinnati Development Authority.

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lEsliE dach [’08 rank - #6]EVP, corporate affairs and government relations, Wal-Mart

Responsible for reputation man-agement, public affairs, corporate communications, the Wal-Mart Foundation, government relations, and sustainability for the world’s largest retailer, Leslie Dach has a platform that is rivaled by few other corporate communicators. All eyes are on Wal-Mart for nearly every-thing it does, especially now in the sustainability area, meaning Dach’s actions have the power to influence how other companies handle the same issue. And during a recession where inspiring consumer spend-ing is especially important, there is no more important time to be controlling Wal-Mart’s message. Maintaining consumer loyalty will

be especially cru-cial to its future success, a task Dach is well suited to tackle. With its recent agency review, Dach has

also wielded a lot of financial influ-ence over firms in a climate where winning new business is essential. In addition to his work at Wal-Mart, Dach also serves on the board of the World Resources Institute.

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Jon iwata [’08 rank - #2]VP, marketing and communications, IBM

Now fully into his new role, Jon Iwata is ready to make some changes in the way the company handles mar-keting. Believing that digital strategy should be a collaboration between all aspects of the business, he is devel-oping a plan that not only involves marketing and communications, but also other departments such as legal, HR, and the CFO’s office. That move could provide an example for other companies. A member of the Arthur Page Society and the Seminar, Iwata’s impact on IBM’s marketing function – and the PR profession – will only further increase with time.

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RobERt Gibbs [’08 rank - #22]White House Press SecretaryPresident Barack Obama

“I’m just the messenger.” No White House press secretary would ever utter this phrase, but the statement would be truly preposterous for Robert Gibbs. Having previously served as communications director for the man who would become the first African-American president, Gibbs long ago established himself as a messaging strategist par excellence. Of Gibbs, then-Senator Barack Obama was once quoted as saying in a Wall Street Journal story, “Robert is the guy I want in the foxhole with me during incoming fire.” With beacons of the US economy filing for bankruptcy; unrest in areas the world over; and a boss who likes to take his wife on an occasional date, Gibbs would be wise to get a comfortable chair for that trench. But while scrutiny mounts, Obama’s message of hope and change – which Gibbs played a key role in crafting – still rings loud and true with a large portion of US and global citizens. And with a president whose enthusiasm and aplomb are unrivaled when it comes to communicating through various channels, the man who conveys that message merits global attention.

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Sally SuSman [’08 rank - #8]SVP and chief communications officer, Pfizer

Overseeing communications for the world’s largest drugmaker, Sally Susman reports directly to chairman and CEO Jeff Kindler as part of the executive team. This year, much of her focus is on the company’s acquisition and integration of Wyeth. In addition, the pharma industry – among others – faces increased scrutiny from Washington. Kindler has indicated he wants to be a part of the healthcare reform movement emanating from the nation’s capital. It will be up to Susman to help shape that conversation. This year Pfizer is hosting the annual PR and Communica-tions Summit for the pharma industry. Susman will be serving as the keynote, which is an indication, perhaps, of her taking on more of a thought- leadership role in the PR industry.

••Ray Day [’08 rank - not ranked] VP, communications, Ford Motor Company

In an industry ravaged by the reces-sion, Ford stands out as the only Big Three US automaker to forego federal aid. With President Obama’s federal fuel economy mandate top of mind, Ford’s V-6 EcoBoost engine, which will improve fuel economy by 20%, should be in 90% of its models by 2013. These are two huge points around which Ray Day is basing a strong credibility message. Ford also continues to bolster its Web presence – as evidenced by TheFordStory.com and Twitter interviews with CEO Alan Mulally. It also faces numerous challenges stemming from not using TARP money. Considering these fac-tors, Day has unprecedented opportu-nity to shape the blue oval’s message.

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Ken Cohen [’08 rank - #5]VP, public affairs, ExxonMobil

Even amidst the financial meltdown of 2008 and the ongoing recession, energy is still a huge concern for many Americans and a topic that is still the focus of intense public and media scrutiny. As the world’s largest publicly traded energy company, ExxonMobil is constantly in the middle of that ongoing conversation, and it’s Cohen’s job to ensure that the company’s position on everything from gas prices to global warming is properly communicated. With the Obama administration devoting significant resources to finding alternative energy sources, companies such as ExxonMobil will only be further thrust into the spotlight. Cohen’s experience and status within the com-pany will be a tremendous asset as it moves forward to address new challenges. He also serves as the chairman of the ExxonMobil Foundation.

•••maRK Penn [’08 rank - #10]CEO, Burson-Marsteller

Last year wasn’t easy for Mark Penn. His candidate lost the presidential primary, and his actions were publicly cited for the loss of his firm’s client, Colombia. Yet Penn remains resilient. He is active on client work, including pitching key accounts, and he doesn’t shy away from defending the industry. When MSNBC personality Rachel Maddow took Penn and his firm to task for its client roster, including AIG, Penn defended the importance of its services, even to embattled companies, in an internal memo. And despite

Hillary Clinton’s defeat, there’s no doubt that Penn will remain politi-cally influential in the future.

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Bill maRgaRitiS [’08 rank - #9]SVP, global comms and IR, FedEx

Bill Margaritis holds a lead role in ensuring that FedEx’s market-ing efforts further bolster the brand. Among PR’s most

enthusiastic champions, he has the ear of president and CEO Fred Smith, further bolstering the impact of his strategies. Be it social media efforts or recognizing the key role agency partners play, he is highly visible in underscoring how PR can impact organizations from the inside out. Serving on the board of the Arthur Page Society and the Larry King Car-diac Foundation, Margaritis remains one of the industry’s finest examples.

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John Bell, MD of 360 Digital Influence, Ogilvy PR. A pioneer in the digital space, Bell continues to be a thought leader. His leadership of WOMMA also shows his commitment to setting ethical standards.

David Jackson, director of defense media activity, US Dept. of Defense. Overseeing 2,000 employees, Jackson has a unique role in shaping part of the DoD’s message as the US fights two wars.

Jen Prosek, partner, CJP Communica-tions. Combining an MBA education and instinct, Prosek has built this rising agency’s profile and reputation over the past few years.

Jim Weiss, CEO, WeissComm Group. Weiss has led his firm to significant double-digit growth the past two years, making it a formidable competitor in the important healthcare communications space.

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Dave Senay [’08 rank - #7]CEO, Fleishman-Hillard

Leading one of the world’s largest PR agencies would probably be enough to warrant Dave Senay’s spot on this list. Yet he has earned a place by truly showcasing leadership and understanding of the changing PR pro-fession. A proponent of infusing digital capabilities throughout the firm, Senay has taken an active role in that process, blogging on important issues for Fleishman’s internal audience. He has also been vocal about how PR should be the marketing discipline taking the lead dur-ing economic difficulties to deliver true business results for clients – and how PR can be measured to prove that impact. With his prior experience in EMEA, he has a firm grasp on the global nature of the business and seizes appropriate opportunities to impart this knowledge throughout the firm. A member of the Arthur Page Society and the Seminar, he is taking the steps to truly move out of the shadow of chairman John Graham and establish his place within the firm and industry.

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Gary Sheffer [’08 rank - not ranked]Executive director, comms and public affairs, GE

Gary Sheffer oversees all communica-tions for GE, including internal and external relations and public affairs. This year is shaping up as a decisive one for the diversified company. This spring GE unveiled “healthymagi-nation,” its GE Healthcare global

business and mar-keting initiative, and hopes to help shape the health-care debate. Sheffer takes an active role in the industry. He

is on Columbia University’s advisory board for the Master of Science in Strategic Communications, as well as the board at the Arthur Page Society.

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rachel WhetStone [’08 rank - not ranked]VP, public policy and comms, Google Rachel Whetstone joined Google in 2005, but it wasn’t until last year that she made her way to the top slot of the company’s communications function, following the departure of Elliot Schrage to Facebook. As the leader for Google’s global teams on communications and public pol-icy, she stands to play a significant role in the latter, which is becoming an increasingly important priority for the tech company. Although notoriously tight-lipped with the press, Google is finding its way into not just the tech trade headlines, but increasingly those circulating Wash-ington. Whetstone is well-equipped to help lead that conversation.

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Jack Daly [’08 rank - #16]SVP of corporate relations,McDonald’s

McDonald’s continues to beat the recession with strong worldwide revenue growth. This performance has paved the way

for expanded offerings, such as its line of McCafé coffee products. In turn, Jack Daly has played a huge role in the iconic company’s largest mar-keting effort in three decades. And in a testament to creative thinking, McDonald’s eschewed its traditional product launches in this case. From offering product samples at February’s Fashion Week to a McCafeYourDay Twitter feed, Daly has shown that even after 17 years with the company, the spirit of innovation is still there.

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ray kotcher [’08 rank - not ranked] CEO, Ketchum

As CEO of Ketchum since 2000, Ray Kotcher has helped to instill a spirit of creativity and commitment that has garnered the firm plenty of buzz over the past year. In fact, Kotcher helped lead the development of three of the agency’s key offerings: Ketchum Digital, Women 25to54, and Ketchum Influencer Relation-ship Management. Given Ketchum’s recent merger with Pleon, he will now have control of a major global player in PR. Kotcher’s influence also extends beyond the agency. As a second-term chairman of the Council of PR Firms, he has the opportunity to effectively commu-nicate the value that PR agencies can bring to their clients.

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Ray JoRdan [’08 rank - not ranked]VP of public affairs and corporate comms, Johnson & Johnson

From a business perspective, Johnson & Johnson continues to solidify its powerful position – and Ray Jordan plays a vital role on many levels. However, it is on the social media front where J&J continues to display an eagerness to make strides in an industry that still struggles to do so. The Jordan-led communications team has played a role in the compa-ny’s YouTube channel and its multiple Facebook pages, which are geared to special audiences, consumer products, and conditions. As the digital evolu-tion continues and healthcare remains a prominent issue on President Oba- ma’s agenda, Jordan’s efforts will sure-ly take on an increasing relevance.

•••Simon SpRoule [’08 rank - not ranked]VP, corporate comms, Microsoft

Simon Sproule joined Microsoft as its top commu-nicator earlier this year. Key issues include the release of a new version of

Windows, the search tool, Bing, and updates and new synergies between many of its marquee consumer prod-ucts, such as Xbox and the Zune. With all of these changes, Sproule has a unique opportunity to help the tech giant craft a new story, one with the potential to revamp Microsoft’s image as an innovator. In addition, Sproule ultimately holds the fate of the company’s numerous agencies under him, adding to his power.

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Julie Hamp [’08 rank - not ranked]SVP of corporate communications, PepsiCo

Last year, Julie Hamp made PRWeek’s Editors’ Choice as a person to watch when she replaced the company’s seven-year veteran Tod MacKenzie in the top communica-tor post. With the company undergoing a major restruc-turing at the time and facing steep competition not only from Coca-Cola, but a number of new players all trying to adapt to Americans’ changing beverage preferences, Hamp had a chance to sink or swim – and swim she did. Already this year, the company has shown its prowess in the space in which everyone in communications wants to be known: digital. PepsiCo took a lead role at the recent Internet Week, while it dominated Twitter during South by Southwest. It’s also applying its digital know-how to its brands, such as with the Trop50 launch. Adding key hire Bonin Bough late last year to lead its digital strategy across brands was clearly part of this new move to align the company with social media. Reporting directly to the CEO, Hamp wields significant influence for the direction of the corporate and brand communications, as well as its PR agencies with its recent review. Hamp is also beginning to take a more visible role in the PR industry – speaking at last year’s PRSA conference.

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Joele FRank [’08 rank - #23] Managing partner, Joele Frank, Wilkinson Brimmer Katcher

Though M&A activity has slowed down considerably, Joele Frank still retains influence within the industry. She and her firm have retained status as a go-to resource for financial com-munications and consult, providing recent support to Lionsgate as it faced a threatened proxy fight from share-holder Carl Icahn, as well as Target when it faced a proxy fight led by Per-shing Square Capital Management’s Bill Ackman. Frank approaches her work with a tenacity and determina-tion that has earned her respect, even among her competitors in the finan-cial communications industry. With a reputation for being able to face the toughest challenges and no sign of retiring anytime soon, Frank will continue to be an influential force in the industry for years to come.

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Supporting power playerS

Ninan Chacko, CEO, PR Newswire.With a background in technology and global business, Chacko has distinct plans for how the newswire can utilize both to remain relevant in these changing times.

Bob Feldman, principal, PulsePoint Group. Working with some of the world’s largest companies, Feldman provides valued counsel to entities looking to restructure their corporate communications function.

Robert French, professor, Auburn University. One of the leading proponents of incorporating social media into PR edu-cation curricula, French has increased his influence through the very tools he’s teaching his students to use.

Bill Heyman, CEO, Heyman Associates.In an environment where jobs are scarce, Heyman’s expertise in placing high-level executives becomes even more important.

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Maril MacDonalD [’08 rank - #21]CEO, Gagen MacDonald

Maril MacDonald’s expertise in strategic employee communications and workplace performance enhance- ment is highly valuable in the cur-rent economic climate, contributing to her power. Her seeming desire to elevate communications to a busi-ness, rather than a marketing disci-pline is something that can only help to raise the profile of the industry. A visible figure within the Chicago community, MacDonald’s position as president of the Arthur Page Society also gives her a prominent platform to speak about how the PR indus-try can innovate its offerings and become a valued business partner. Having worked with such clients as McDonald’s and Johnson & Johnson, MacDonald has the ear of some of the largest companies in the world. She also serves as a trustee for the Institute for Public Relations.

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Steve lipin [’08 rank - not ranked]Senior partner, Brunswick Group Brunswick Group continues to top Mergermarket’s list as the top handler of M&A deals, in terms of both vol-ume and value, despite a drying up of the sector. In the first quarter of 2009, it reportedly handled deals valued at about $1.37 billion. Steve Lipin, who is based in New York, is repeatedly cited as the stateside powerhouse of the UK-founded global firm. He oversees the US practice, which has been working to grow in recent years. That includes a significant buildup in its Washington office since the start of the year, as well as splashy hires, such as Jim Wilkinson, the chief of staff for former Treasury Secretary Henry Paulson. Lipin also brings in significant client work and directly oversees high-profile relationships. Last year, he handled the agency’s work with InBev as it successfully acquired Anheuser-Busch. As those in financial services are now counseling clients to stop hiding out, perhaps this will be the year, Lipin, too, steps out to increase his profile.

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JoSeph evangeliSti[’08 rank - not ranked]Managing director, corporate comms, JPMorgan Chase & Co.

All eyes are on the banking sector and everyone is listening to the top communicator at one of its stalwarts. JPMorgan Chase’s Joseph Evangelisti understands the business of his busi-ness and he brings that keen compre-hension to all company messaging. Currently, efforts to underscore the

bank’s viability are keeping him busy. In addition to lead-ing all external out-reach, Evangelisti is a member of the company’s Brand

Marketing Council. As an advisory board member at Columbia Univer- sity’s Master of Science in Strategic Communications, he imparts his knowledge on tomorrow’s PR leaders.

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Margery KrauS [’08 rank - not ranked] CEO, APCO Worldwide

Margery Kraus founded APCO 25 years ago and it continues to succeed. Its 2008 global revenues grew more than 15% despite the recession. Kraus remains active, traveling worldwide to counsel clients and overseeing 500- plus practitioners in 29 offices. In December she will become chairman of The Council of PR Firms, where she is also a board member. She’s a trustee at the Institute for Public Re-lations and the Arthur Page Society. In the past, Kraus was named PR Woman of the Year by the Washing- ton Women in PR, but clearly her influence extends beyond the Beltway.

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MeliSSa Waggener ZorKin [’08 rank - not ranked]CEO, president, and founder,Waggener Edstrom Worldwide

The firm Melissa Waggener Zorkin cofounded 25 years ago as a two-person shop now has 700-plus global staffers and generates in excess of $120 million in revenue. Once known as a tech specialist, it has made serious inroads in other sectors, such as healthcare and consumer PR. Spearheading this rise is a woman who earns high marks for vision and leadership. Zorkin, a champion of PR innovation who often speaks and writes about the topic, counsels some of the corporate world’s biggest names, including Microsoft, for which WE serves as corporate AOR. Zorkin also serves on the board of directors at MercyCorps and on the board of ambassa-dors for the Fred Hutchinson Cancer Research Center.

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Considering some of the most pressing issues

facing the PR industry, PRWeek’s staff predicts

which agencies, individuals, and companies will

be making headlines over the next 12 months

10 EDITORS’ CHOICE 2008 WHO TO WATCH

Agencies

BURSON-MARSTELLERIn 2007, Burson-Marstellerseemed to be the go-to agencyfor high-profile crisis assign-ments – from the aftermath ofthe Virginia Tech shootings toBlackwater’s troubles in Iraq to Countrywide Financial’s col-lapse. It will be interesting to seehow that momentum carries overinto 2008. And with the elec-tion season in full swing, MarkPenn’s ability to balance theduties of being Hillary Clinton’smain strategist along with hisrole as firm CEO will continueto be under the microscope.

PBNIn the politically chaotic, buteconomically dynamic, environ-ment of today’s Russia, Mos-cow-based PBN holds an edgeover public-affairs-agency rivals

thanks to its relative longevity,having been in business theresince 1990, just when the for-mer Soviet Union was openingup to Western capitalism. Withoffices in DC, London, andKiev, among other places, PBNrepresents clients in a numberof sectors, including energy,financial services, healthcare,and IT. Now, with a recentinvestment from WPP Group,PBN looks well-positioned tocontinue its expansion in East-ern Europe, most recentlyopening an office in Sochi, Russia, home to the 2014 Winter Olympics.

LEVICK STRATEGIC COMMUNICATIONSIn 2007, the US financial mar-ket might have been bad, butthat was good news to Dubai.The Emirates’ land grab of

American institutions continuedwhen Norse Dubai acquired asignificant share of NASDAQ.While Dubai’s acquisition of USports was protracted and tortu-ously used for political theater,Levick Strategic Communica-tions helped make this processseem effortless. Look for Dubai– and Richard Levick’s firm – to remain active in 2008.

BITE COMMUNICATIONSDespite the tough loss of GMBurghardt Tenderich, Biteseems primed to make largemoves in 2008, thanks to itsheavy bet on clean technologyand other green initiatives.Working with Sun Microsys-tems, AMD, Applied Materials,and more, the firm is teamed upon some of the most expansivecampaigns that tech companieshope will bolster their greencredibility to the public.

A&R EDELMANIn the year and a half sinceEdelman acquired A&R Part-ners, the combined agency hasbeen quiet, but the noise com-ing out of Silicon Valley hasn’tbeen too spectacular. The firmlost client Mozilla, and a Valleysource said that another long-term client is apparently testingthe waters. An agency sourcetells PRWeek that while the firmhas had its road bumps, it’s fi-nally hitting a good stride. Nodoubt that 2008 will be the yearto pick up the pace.

PeopleCHRISTY SALCIDO,CORPORATE COMMS VP,STARBUCKS ENTERTAINMENTNot satisfied with its monopolyon the coffee market, Starbucksis working to be a real player inHollywood, too. Last year wassignificant, as the division signedPaul McCartney as the firstartist on the newly launchedHear Music. Other initiativesincluded a deal with iTunes, abook program that inspiressales, and a growing movie dis-tribution platform. As head ofcommunications for this grow-ing unit of Starbucks, Salcidowill play a pivotal role in thecompany’s placement in theentertainment industry.

ROBERT FRENCH, PRINSTRUCTOR, AUBURN UNIV.New and social media are cer-tainly the buzzwords in the PRindustry, but getting them intothe curriculum at universities

has been a little slow-going. Foreight years, French has been atthe forefront of the educationalrevolution, integrating newmedia tactics like blogs andTwitter into traditional PRcourses. Such strategy hasundoubtedly helped his stu-dents as they prepare to enterthe workforce. Here’s hopingthat more PR educators will follow French’s example.

ANNIE HOWELL, SVP OFCOMMS, DISCOVERYCOMMUNICATIONSHere’s one person who hopesthat green fatigue won’t set in.Discovery Communications ismaking a serious commitmentto the public’s interest in green,from the acquisition of Tree-Hugger.com to the 2008 launchof Planet Green, its 24-hourenvironmental channel. Even ifthe public is still interested inecological living, it will take amasterful communicator to getthe public, so keen on realitytelevision, to devote their couchtime to learning.

WhotowatchäPRWeek’s staff looks to the future to pick the agencies, individuals, and companies thatwill be making news in the upcoming year

ALLISON & PARTNERSThe firm is growingand made somestructural improve-

ments, putting its first GM inthe San Francisco office.

LAGRANTCOMMUNICATIONS

The agency was dealta major blow this yearwhen it lost the Nissan

account, for which it hadopened a Nashville office.

QORVISThe agency continuesto see great successas an independent

firm representing a wide vari-ety of organizations.

CKPR It won the Sealy andUSO business, but it –and Cramer-Krasselt

– hasn’t taken the lead onshowing the benefits of anintegrated agency.

PEPPERCOMIt’s been a relativelyquiet year for theagency on new busi-

ness announcements.

W2 GROUPThe one-laptop-per-child campaignhad some bumpy

moments, but W2 was able to keep the press focused onthe potential of the product.

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JULIE HAMP, SVP OFCOMMS, PEPSICOThis will be a year of change forone of the world’s largest bever-age makers. Not only is JulieHamp replacing seven-year vet-eran Tod MacKenzie as Pepsi’stop communicator, but thecompany recently underwent amajor restructuring. Pepsi, likeCoke, has also seen its share ofthe North America soda marketfall for two straight years. Hampand the company will surelyhave their hands full in 2008.

JEFF HUNT, CEO, GCI GROUPThe eight-year GCI veteran haslong been a vital part of the Dellmarketing machine, so many arecurious what role, if any, Huntwill have in the new Da Vinciagency (see Editor’s Choice, p.8). Hunt declined to commentwhen asked for his thoughtsabout his future, but one has tothink that this year he will haveto decide between his agencyand his most well-known client.

RICH LEVIN, SVP OF PR,MAJOR LEAGUE BASEBALLThe good news is that the long-awaited Mitchell Report neithercontained many surprises (nopreviously unexamined majorrising stars or existing celestialbodies found their names in thereport) nor had much teeth toit. But the bad news for Levin isthat its very existence is going toloom over the game for the nextcouple of years. Whether heplays or not in 2008, RogerClemens appears insistent toclear his name. And for Levin, a man who will clearly want thesports scribes to focus on thegame, that will be a nuisancethat does not go away.

Media andservices

CONDÉ NASTThe much-anticipated launch of Portfolio may not have metindustry expectations as far aseditorial content, but the num-ber of advertising pages in themagazine keeps on climbing.The company also continues to expand its digital offerings,introducing Flip, a social net-working site for teen girls at the beginning of last year. Thatinvestment in digital will go on,as the company continues toshift its approach to the Web – moving away from theme portals to Web sites for indi-vidual titles.

DOW JONESRupert Murdoch’s purchase ofthe company dominated mediaheadlines last year, and with theacquisition complete, his effecton Dow Jones will be closelyscrutinized by media pundits in2008. The Wall Street Journalhas already seen some shift intop editorial management, butthe results of the moves remainto be seen. Murdoch’s true im-pact will likely be felt at WSJ.com, where he proposes liftingthe pay wall, relying on ad rev-enue rather than subscriptionsto make money.

VMSKnown for years simply as thevideo-tape company, VMS hasbeen working hard to break out of that mold and offer morecomplete monitoring and meas-urement services to clients. Per-haps spurred on by smaller butformidable competitors likeCritical Mention, in 2007 thecompany unveiled a real-timemonitoring product that coversall 210 DMAs. Serving the adand PR industries equally givesthe company a unique perspec-tive and could even result in amajor product launch in 2008.

NBC UNIVERSALAt last year’s IPR dinner, key-note speaker Beth Comstockexuberantly discussed the vari-ous upcoming opportunities forthe 80-plus-year-old company.In addition to its adventurousgreen programming launched

last year, the company will be bringing Hulu.com, theYouTube.com for News Corp.and NBC Universal content,out of beta mode sometime in the new year.

NIELSEN ONLINETo be successful in a fragment-ing marketplace, sometimes youhave to turn to fragmentation.All-things-media conglomeratethe Nielsen Company realizedthis when it restructured itsmeasurement services, puttingits Nielsen/NetRatings andBuzzMetrics services under theaegis of Nielsen Online. Withmore than 2,000 clients, NielsenOnline is poised to continue itsleadership position in the onlinemeasurement space.

CorporationsSABMILLER AND COORSAfter years of not being able todethrone “the King” individu-ally, SABMiller and MolsonCoors plan to join forces thisyear in an attempt to knockAnheuser-Busch out of the topspot in the beer industry. Thetwo have agreed to join theirbrewing operations in the USand Puerto Rico in a venturecalled MillerCoors, which willfocus on touting brands likeMiller Lite and Coors Light.The companies expect the dealto close by the middle of 2008.

FACEBOOKThe social networking site isriding a wave of popularity thatseemingly has no end. In its firstfull year of allowing non-stu-dents to be members, the sitebecame a must-join for the busi-ness community. The companyhas even managed to dodge pri-vacy issues by addressing userconcerns swiftly. With a signifi-cant investment from Microsoftunder its belt already, the com-pany could be poised for aneven bigger 2008. In the fickleworld of Web 2.0, however,anything is possible.

ORACLESigning on with Blanc & Otuslast year after several years withZeno Group, the enterprisesoftware company could havesome big plans in the works.While many are predicting thatboth consumer-focused andenterprise-focused tech compa-nies are going to be hurt by aprobable recession in 2008,Oracle, as one of the strongestcompanies in the enterprisemarket, is well-positioned toweather the storm. If the com-pany is successful, acquisitionsmight follow.

CHRYSLERIt’s hard to believe 2008 can be as active as 2007 was forChrysler, but it must be if itwants to turn things around.Last year, the carmaker was soldto a private equity group, re-launched as a private company,named a new CEO, cut some12,000 jobs, lost its top commu-nicator, and realigned its com-munications department. It willbe interesting to see what each

of the big four automakers andthe entire industry do this year.With so much unsettling changetaking place, Chrysler is goingto have to start showing there issome truth to the “turnaroundstory” messaging that it created.

DELLWhile it made great waves inthe marketing trades for its co-creation of Da Vinci (see Edi-tors’ Choice, p. 8), consumersare quite excited about the pio-neering things the company isdoing online. Dell is movingmore PR personnel into onlineengagement, and the company’sIdeaStorm wiki and Direct2Dellblog continue to impress. n

EDITORS’ CHOICE 2008 WHO TO WATCH 11

LISA SEPULVEDAEuro RSCG WorldwidePR, North America hasstill been relatively

quiet about new business.

TRICIA PRIMROSE WALLACE

She used the massivelayoffs at AOL as ajumping-off point to

explain the company’s newbusiness model.

MARK PENNA prominent figure inHillary Clinton’s cam-paign, Penn has also

helped usher in a new digitalstrategy for his firm.

DAVE SENAYSenay took Fleish-man-Hillard in newdirections, establish-

ing global sports, animal-care,and worldwide sustainabilitypractices.

MARIL MACDONALDThe CEO of GagenMacDonald was notan active force in the

mainstream media or leadingdiscussions of organizationalchange as we predicted.

THE CLIENTNo further evidence is needed than Dell’sability to compel all

holding companies to assem-ble a discipline-agnostic, one-agency-solution pitch.

C

C

C

C

Last year’s picks

THE NEWSMARKETThe video providerexpanded its productofferings and also

launched a Mandarin edition.

CRITICAL MENTIONThe companyexpanded its cover-age area and intro-

duced a new product thatmonitors CGM.

CYMFONYThe monitoring company wasacquired by TNS

Media Intelligence in February.

REUTERSThe media organiza-tion continued itsmovement to full-

fledged information company.

PR NEWSWIREWhile the companywas not acquired, itdid continue to diver-

sify its offerings.

WSJ ONLINEThe site continues itssuccess, though ifRupert Murdoch has

his way, the paid-for modelwill be a thing of the past.

Last year’s picks

MERCKComms remains a priority for Merck as itworks on new obesity

and cholesterol drugs.

COCA-COLATom Mattia’s plansindeed took effectlast year, including a

global internal comms effortto help employees realizetheir impact on the business.

PUBLICIS GROUPEWhile the companywas silent for themost part on the

acquisition front, it did createa new agency structure toservice new client Oral-B.

THE HOME DEPOTEco Options has been a success,but the company

came under scrutiny forincluding too many question-able products.

C

C

C

C

C

C

C

C

Last year’s picks

C

C

C

C

www.prweek.com • January 7, 2008 • PRWeek

Partnerships that make the grade - PRWeek US http://www.prweek.com/us/search/article/554528/Partnerships+grade/

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Partnerships that make the grade

Randi Schmelzer - 24 Apr 2006 06:00

PR students benefit from the ties their schools have with future employers - and it

works both ways.

When Chris Gillespie "discovered" PR, he was enrolled at Valparaiso University's business school. Now a third-year AE at Hill & Knowlton LA, Gillespie had learned he could supplement his business degree with a PR major from the communication department. From then, he was hooked.

As more universities have added PR-specific sequences, companies and agencies are finding more ways to partner with schools to help develop talent. Further, with PR's increased visibility as an educational path worth following, many students are migrating from their original course to an education in communications.

Valparaiso has a "really innovative program where business people would come to our school and evaluate us on our presentation, writing, teamwork, and leader-ship skills," says Gillespie, whose school-aided internship at Ketchum in Chicago allowed him to work on accounts including Cingular and Wendy's. Valpo's stress on real-world experience, he says, "helped me decide that I wanted to begin my career at an agency."

Another reason Gillespie found the school's PR program so valuable was its emphasis on writing. "If you can influence people not only verbally but through your writing, you'll be that much more effective," he says.

"For individuals entering PR, the most valuable traits are writing, understanding clients' business, and incorporating communications in the mix," says Erica Amestoy, SVP and director of H&K's Irvine office and Gillespie's direct report on such accounts as Johnny Rockets and Coldwell Banker. "If a school gives students these skills, [they] comes out ahead."

Firms go to school

Indeed, many firms are keen to hire graduates from certain programs, and not because their starting salaries are low and they're keen to learn. Many of them bring rich experience gainedfrom the intensive internships that educators are pushing them to pursue, as well as real-life wisdom imparted by the many senior industry pros who serve as adjunct professors.

Bonnie Goodman, EVP and GM of H&K LA and the person to whom Gillespie and Amestoy report, receives internship requests from students at schools throughout the country. She andAmestoy often recruit interns from nearby USC, which has a PR sequence as part of its Annenberg School for Communication. That program encourages students to apply their liberal arts educations and practical PR orientations to any field they wish to explore.

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Among USC's program standouts is an agreement with GM, according to Edd Snyder, executive director, corporate communications for the automaker. Since 2004, GM has sponsored an annual scholarship and internship with the school, allowing one PR student to join the GM communications staff for three months.

"Students bring a fresh edge," Snyder says of the USC partnership, and they go back with real-world experience for the classroom. "It's a learning process for both the school and GM." Plus, he adds, it offers GM the chance to tap into a potential goldmine of top-notch communications-staff candidates. "If a student is outstanding enough for a scholarship, [he or she] might be outstanding enough to be an employee."

In addition to mastering a curriculum of writing, research, and strategy skills, PR-track students at Howard University participate in an average of five internships during their undergraduate years, says program supervisor Dr. Barbara Hines. At Howard - the first historically black school to present a PR course - the John H. Johnson School of Communications journalism program has offered PR as a major since 1986.

"With its location near DC, opportunities [abound] for internships," Hines says. Students take part in school-arranged internships with the World Bank, BET, Apple, Fleishman-Hillard, Congress, and numerous nonprofits and trade groups. They also spend at least one semester working with CapComm, Howard's student-run ad and PR agency.

Eric Nathan Hall graduated with a PR degree from Howard in 1999, and credits much of his professional success to the school.

"It was challenging, but realistic," says Hall, now assistant manager of PR at Kerzner International's Atlantis Resort on Paradise Island, Bahamas.

At Howard, Hall says, some vital lessons came via the school's required "real-world projects." For one, he recalls, he was challenged to design a campaign for the school's Caribbean Students Association, "to do something they [could] actually use." For another, Hall had to craft a speech to be delivered by his professor, as if he were a corporate spokesperson.

"It made me realize," Hall says, "that this role is really important. You must be the person who really has this organization's back."

PR students at Temple University's School of Communication and Theater's Department of Strategic and Organizational Communication begin with a solid academic background - and plenty of strategy, says program head Gregg Feistman. Specializing in PR, organizational leadership, and public communications, all with a nod toward advocacy and social-influence work, Temple's approach to PR encourages students to zero in on a technical skill set, stressing a strategic focus even in more skills-oriented classes, Feistman says.

"We'll teach students how to write effective press releases [and] the reason why," he explains.

Like many PR programs, Temple relies on both academic instructors and working PR pros, thelatter serving as adjuncts who "bring the real world into the class," Feistman says.

The school serves its PR majors with a robust first job-assistance program, featuring anannual series of workshops addressing "interview techniques, rŽsumŽ- and coverletter-writing, how to dress for interviews - stuff they don't necessary cover in theclassroom," Feistman adds. And Temple's professional advisory board, a 10-person team oflocal PR pros, meets monthly to consult faculty regarding local issues and their relevancy tocourse topics.

Temple alum and former PRSSA chapter president Danielle Cohn, now VP, PR for the Philadelphia Visitors & Convention Bureau and a Temple adjunct professor, says the first thingshe tells students each semester is that they need to write - a lot, and well - or choose another major.

Temple's program, Cohn says, gave her "a sense of what the industry was about and the basic tools you need." It also provided a broad range of skills "in terms of marketing, as well as strictly PR," she adds. "That's valuable, especially in the nonprofit world."

Diverse Thinking

At the University of Texas-San Antonio, the PR "program is growing rapidly among diverse populations" in terms of ethnicities, age groups, and family situations, says department chair Steven Levitt. And in keeping with the university's mission to contribute to the development of the region," the PR sequence emphasizes communication practices in "a multicultural and multiethnic metropolitan setting."

While the school's PR concentration includes all the basics - news writing, case-study exploration, campaign planning - it also stresses economics, statistics, and accounting. Undergrads are encouraged to go beyond required courses in literature and the humanities and explore language and its connection to thought and integrated marcomms.


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The school's internship program, Levitt adds, helps place students in posts with agencies fromFleishman-Hillard to the NBA's Spurs to Clear Channel; an annual Communications Week draws professional speakers from across the communications spectrum.

One issue that schools currently face is whether PR curriculums should make a clean break from their historic journalism and liberal-arts backgrounds, and become more substantially immersed in business programs. As H&K's Amestoy notes of Gillespie, his business training has proved to be a huge asset in terms of "making a client succeed."

Gillespie agrees - so much so, in fact, that he's currently enrolled in an MBA program. "Clients constantly tell agencies they don't understand their business," he says. "A lot of that is because when it comes to sales and financial implications, sometimes agencies falter. Having someone that understands all the business components, as well as the communications strategies, will make the firm more credible to the client."

Schools of thought

Many schools' PR programs have gained a reputation for a specialty. Some include:

Auburn University, Auburn , ALSchool of Liberal Arts, Communication & Journalism Dept.Strength: New media

Howard University, Washington, DCThe John H. Johnson School of Communications, Dept. of JournalismStrengths: Writing, real-world experience

Northwestern University, Evanston, ILMedill School of Journalism, Integrated Marketing Communications Dept.Strengths: Business communications, metrics analysis

Rowan University, Glassboro, NJCollege of CommunicationStrengths: Heritage (one of the original university PR programs), student organizations

Temple University, Philadelphia, PASchool of Communication and Theater, Dept. of Strategic and Organizational CommunicationStrengths: Advocacy, strategy

University of Southern California, Los Angeles, CAAnnenberg School for CommunicationStrengths: "Hands-on" experience

The University of Texas at San Antonio, San Antonio, TXCollege of Liberal and Fine Arts, Communications Dept.Strength: Multicultural, electronic media

Valparaiso University, Valparaiso, INCollege of Arts & Sciences, Dept. of CommunicationStrengths: Online coursework; general PR studies

Interview: Robert French - PRWeek US http://www.prweekus.com/Interview-Robert-French/article/53851/

2 of 5 1/13/2008 8:32 AM

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Interview: Robert French

December 21, 2005

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Robert French, a professor at Auburn University, has helped inject the subject of blogs into the curriculum of PR

students.

He encourages students to keep their own sites and interact with PR bloggers. He also established prblogs.org, a free

weblog service for PR students and practitioners. He talked to PRWeek.com about how he introduced blogs to his

curriculum, how students interact with PR professionals who blog, and how students have embraced the medium.

Q: When did you start employing new media techniques in your lesson plan?

A: It was over a year ago. I was reading blogs and noticed there were several PR bloggers. I began reading them before I

started blogging, which is a wise choice. As I read them, I thought of ways to incorporate them in our class. I began to

notice more and more PR bloggers [establish a presence] online. I realized that if students could interact with them, it

would be much more valuable then just reading case studies. Not that I'm dissing case studies. I thought, "What if I could

get these people to join together in order to help students?" I didn't pitch anyone at all. I just set up marcomblog.com

blog and wrote in it that I would love for PR practitioners from around the world to volunteer to help. Sure enough, they

did. Octavio Rojas, a PR practioner from Madrid, Spain was the first to contact me. There are now ten volunteers of

them.

Q: Before the proliferation of PR blogs, did you encourage students to try to establish relationships with practicing

PR professionals? Did you find PR bloggers to be more accessible than the average PR professional?

A: We encourage our students to take on as many internship as they are willing to or capable of doing. Our program is

very experiential. We have always encouraged students to [interact]. But PR bloggers are obviously already willing to

speak their mind and interact with other people. Perhaps that does mean they're a little more. But I [cautioned] students

that if you start talking to a blogger, and they think you're nuts, they'll might tell you right away. With a blog

conversation, you get [feedback] pretty quick.

Q: When you brought the PR blog environment to your students' attention, did any students report that they were

reading or writing blogs?

A: I'd say ten to 20% of the students were blogging, and maybe 30% to 40% knew about blogs. Now any student that

comes into my class knows about blogs. There has been a dramatic increase in just one year.

Interview: Robert French - PRWeek US http://www.prweekus.com/Interview-Robert-French/article/53851/

3 of 5 1/13/2008 8:32 AM

Q: Do you try to teach lessons in terms of old and new media, or do you try to integrate them?

A: I try to make things as interrelated as I can. The aspect of tracking [traditional] news online, that integration is already

there.

Q: In discussions about pitching media and bloggers, do you teach truisms for both environments?

A: We did an experiment this semester where students practiced pitching to people through e-mail and pitching to

bloggers. We didn't implement all of it [in the real world] because I feared we weren't quite there yet. If pitch to a

blogger; you have no idea what they're going to do with it. If I pitch any traditional journalist, I have a reasonable

expectation that you're going to follow some traditional rules. If you don't like the pitch, you'll probably just throw it

away. But bloggers have been given a Gutenberg present and are empowered to use it. So they may well just write and

say how stupid you are. I think we've seen that with Russell Beattie and Steve Rubel. There are a lot of mean things that

are being thrown about. We also used a wiki to create press releases. I think it was an interesting exercise, but it has a

ways to go before being polished.

Q: Do you feel that students have a different opinion about larger agencies now that blogs and new media practices

are in vogue?

A: It's all anecdotal because individual students are all different. But I would say all of them look at [the new media

environment] with skepticism and try to think about ways to adapt it into what they want to do. I would say, this

semester, about three or four of the students out of 40 are really interested in new media. Many of them still look at it as

techie and geeky. If you look at it from a business standpoint, that's fair to a degree because so many of those doing

business blogging are tech people still. Blogging is a new tool, just like the internet was ten years. I say, "Don't look at it

as a panacea. Blogs will not replace PR."

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Blogging sprouts as a career pathCompanies have started to hire people to get their messages on the Web

By MARY JACOBS / Special Contributor to The Dallas Morning

News

If you can't beat 'em, hire 'em.

That emerging marketing strategy is

creating a new career: corporate

bloggers.

At times, individuals who run blogs –

short for Web logs, online journals

online journals known as Web logs – or

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of big companies, generating bad buzz

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RICKY MOON/Special Contributor

Tom Mighell, Cowles &

Thompson senior counsel and

litigation technology support

coordinator, operates a

'blawg,' or legal Web log, for

the law firm.

audience.

But some companies are taking a

different approach, hiring corporate

bloggers to get their messages out to

the blogosphere.

"Given the changes barreling down

upon us, blogs are not a business

elective," decreed a recent

BusinessWeek article. "They're a prerequisite."

Stonyfield Farm Inc., a dairy products maker in Londonderry, N.H.,

hired a corporate blogger to write company-hosted blogs on nutrition

and health as well as organic farming ( www.stonyfield.com/weblog).

Microsoft Corp. plans to hire bloggers to generate excitement about an

upcoming product release. Electronic Data Systems Corp. of Plano last

week launched its "Next Big Thing" blog at www.eds.com/blogs to

discuss the future of technology.

And many companies are encouraging their employees to blog as a

way of connecting with customers. General Motors Corp. vice chairman

Bob Lutz has his own popular blog ( fastlane.gmblogs.com).

Currently, only 4 percent of major U.S. corporations offer public blogs,

according to a survey by New York research firm eMarketer.

But ads for blogging jobs are turning up on online job boards, and

many expect the field to grow. Also, hiring managers are adding

blogging and blog-watching to the job descriptions of marketing

managers and communications generalists.

'A more human face'

Companies hiring bloggers want candidates who can write in a

conversational style about timely topics that speak to customers,

clients and potential recruits, according to CareerJournal.com.

Corporate bloggers' jobs entail research, finding news links and

providing personal insight. Salaries typically range from $40,000 to

$70,000.

"One of the major points of a corporate blog is to put a more human

face on the organization," said Sally Falkow of ExpansionPlus, an

Internet marketing and PR firm in Pasadena, Calif. "You have to

develop an authentic voice."

Ms. Falkow chronicles the corporate blogging scene on her own blog,

falkow.blog site.com/public, and also hosts blogs for client companies.

Corporate blogging is a new form of public relations writing, Ms.

Falkow said.

To generate traffic, a good corporate blog can't just spout the company

line, because readers expect the openness and even irreverence that

characterizes most blogs. Corporate bloggers must balance readers'

expectations of freewheeling self-expression with the goals of the

corporation.

"The best blogs are the ones where you can truly have a conversation

with your customers," said Robert D. French, an instructor and

technology adviser at Auburn University in Alabama.

"A company that gets a blog needs to know that it's informal and

involves give-and-take," said Tom Mighell, a veteran blogger who is

senior counsel and litigation technology support coordinator at Cowles

& Thompson in Dallas. "You need to be willing to push the envelope a

little bit and show that you're willing to share with your public."


3 of 4 1/14/2008 1:36 PM

Inventing the role

Corporate bloggers must know how to navigate untested waters. Most

corporate bloggers find themselves inventing the role.

Some, such as the Stonyfield blogger, are internal employees of the

corporation. Others are independent consultants.

Ms. Falkow of ExpansionPlus writes a "news blog" for a telecom

company that's trying to boost its visibility in the industry.

"It's a little like a clipping service," she said. "We're posting all the

current news that's relevant to the business and making the blog the

go-to place to get information about the industry."

Mr. Mighell hosts a blog on Internet legal research (

www.inter-alia.net). He thinks blogs will become a key component in

the overall corporate marketing portfolio.

"I see the corporate Web site eventually transitioning to the role of an

online brochure, with the fresh content going through the blog," he

said.

Not all businesses are suited for blogging, he said, but industries that

change frequently and need to update the public can benefit.

Legal research is a natural field for blogging because laws and court

decisions constantly change. In fact, legal blogs have their own

nickname: "Blawgs."

Blogs are also being touted as a way of boosting an individual's

marketability as an expert in the field. Mr. Mighell isn't looking to

change jobs, but he said his blog has clearly enhanced his career.

"I get a lot of speaking gigs, and I'm asked to write a lot of articles,"

he said. "It's been a lot of fun."

How can someone position for a blogging job? The quick answer: Start

blogging. That's how public relations and marketing students are

learning about blogs at Auburn.

Mr. French has added blogging to his courses because many Auburn

grads are landing jobs that include blogging in their job descriptions.

One grad recently joined a publishing firm that may start a blog to

connect with customers; another landed a sports marketing position

that may involve blogging.

Mr. French's public relations campaign classes set up blogs in which

students interact with PR professionals on class projects.

Students also learn to use Internet tools such as PubSub (

www.pubsub.com) and Blogdigger ( www.blogdigger.com), which scan

blogs regularly to pick up industry buzz.

"I tell my students, 'These tools are out there – you're going to

encounter them, get ready," he said.

E-mail [email protected]

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When Blogs Go Bad | Printer-friendly version http://www.inc.com/magazine/20051101/handson-technology_Printer_Fr...

1 of 2 2/20/2008 9:04 PM

When Blogs Go Bad

Blogs can be a great marketing tool. But when they bite back, it's all about damage control.

From: Inc. Magazine, November 2005 | By: Jory Des Jardins

Donna Lynes-Miller was looking to create some buzz for GourmetStation, her Web-based retailer of high-end

food, and jumping on the blog bandwagon seemed like the perfect way to do it. The medium, after all, thrives

on voice and attitude. And GourmetStation--which ships fine food, including four-course meals made from

recipes by the world's top chefs--has plenty of both.

The Atlanta-based company's unofficial mascot is a fictional character called T. Alexander, an

oh-so-sophisticated epicurean and an expert on everything from the best Bordeaux to serve with rabbit pâté to

how to cook for vegans. The character had proved so popular with GourmetStation's customers that

Lynes-Miller and her marketing consultant Toby Bloomberg decided that the blog, Delicious Destinations,

would be written in T. Alexander's voice. With a disclosure that Alexander was indeed a fictional character,

the blog launched last March. But the response was not what the women had hoped for.

Robert French, a communications instructor at Auburn University who blogs about marketing on a site called

Blogthenticity, was the first to notice. Delicious Destinations, he wrote, was a prime example of so-called

character blogging, something that has become increasingly popular on business blogs. "What value do you

find in this tactic?" he asked his readers. "Is it authentic?" The blogosphere responded. Hugh MacLeod, who

runs Gapingvoid, a highly regarded and often scathingly critical site for marketing professionals, decided that

GourmetStation's new blog merited special recognition--the Beyond Lame Award. Soon, GourmetStation was

the talk of all the marketing blogs. "Horrible. Stupid. Insane. Worthless. Ineffective," wrote one person. "The

ultimate in false advertising."

Welcome to the blogosphere. Sixteen percent of the U.S. population reads blogs, according to a May 2005

study by the Pew Internet & American Life Project. The blog search engine Technorati estimates that the

number of blogs doubles every five and a half months--with many of the new ones started by entrepreneurs.

Blogs, after all, are inexpensive and easy to set up. They're heavily viral--one blogger links to another who

links to another, and soon enough you've attracted a vast community to your company. A well-trafficked blog

also can help generate better results on search engines.

But as Lynes-Miller learned, there's a dark side to the blogosphere. Bloggers, and those who frequent blogs,

can be a prickly lot. They live by a code of their own, and you offend them at your peril. Come into the club

wearing the wrong thing--something that screams "notice me" but offers little substance, or pretending to be

someone you're not--and there's a good chance you'll find yourself, and your brand, publicly ridiculed.

Even those who know the rules can get burned. Bloomberg, who writes a blog called Diva Marketing, knows

how sensitive people can be to false representations. That's why she insisted on disclosing the fictional nature

When Blogs Go Bad | Printer-friendly version http://www.inc.com/magazine/20051101/handson-technology_Printer_Fr...

2 of 2 2/20/2008 9:04 PM

of T. Alexander's identity from the get-go. In an attempt at full transparency, she even blogged herself about

the development of the character. But it didn't help much. Indeed, things hit a nadir when the controversy

caught the eye of marketing guru Steve Rubel, who blogs at Micro Persuasion, one of the top 250 most

trafficked blogs on the Web, according to Technorati. "Here comes another fake blog," Rubel announced.

"I was taken aback," says Lynes-Miller. Her instincts told her to ignore the uproar and forge ahead. But

Bloomberg had other ideas. As a marketing pro, she'd seen plenty of PR flare-ups on the Web. Do nothing,

and the fire likely will continue to burn on its own. Respond with anger, she knew, and you risk fanning the

flames even more. The best way to douse them, Bloomberg says, is to join the conversation.

So Bloomberg began writing to the commentators. She kept the tone cool and respectful, and explained what

GourmetStation was trying to accomplish with its blog. That led even some of its most bitter critics to take a

second look at the site and even change their minds, says Bloomberg. "I may have overreacted and not

understood the entire idea of this particular fictional character," admitted one.

Lynes-Miller, meanwhile, posted a comment on the blog of her greatest detractor, Hugh MacLeod, and tried

to explain the strategy behind T. Alexander and Delicious Destinations. "We are a small pioneering food

company and we see the blog and its content as a way of adding value to our patron's experience," she wrote.

"What T. Alexander has to say about food is not as important as what our patrons have to share about their

culinary adventures." MacLeod was impressed with Lynes-Miller's note. "Thanks for stopping by and telling

your side of the story," he responded on his blog. Of course, he still professed deep loathing for T. Alexander.

"A great food brand or a great food blogger is no different than a great chef," he said. "She needs passion and

authority. Methinks your T. Alexander has little of either." Some on the site rose to Lynes-Miller's defense,

and, in any case, MacLeod soon directed his ire elsewhere.

Lynes-Miller has no regrets. For one thing, traffic at her site almost doubled as a result of the controversy.

Besides, blogging is just one part of the company's marketing plan. In May, for example, GourmetStation was

touted on Good Morning America as a great place to shop for Mother's Day gifts, which helped send

second-quarter sales up 158%.

Meanwhile, T. Alexander's culinary adventures continue uninterrupted. "I didn't expect the negative feedback

we initially received," Lynes-Miller says. "Though there was no negative feedback from customers--and that's

the feedback I'm most concerned about."

Resources

Resources There is no end of blogs about business blogging. To get started, go to thenewpr.com and click on

"Business Blogging 101." For case studies, best practices, and corporate blogging policies check out

blogwrite.blogs.com and buzzmarketingwithblogs.com.

Copyright © 2007 Mansueto Ventures LLC. All rights reserved.

Inc.com, 7 World Trade Center, New York, NY 10007-2195.

AU RepoRt FebRUARy 11, 2008 FebRUARy 11, 2008 AU RepoRt

Upcoming Events

AU Report Editor: Roy Summerford. Contributing editors and writers: Mike Clardy, Katie Wilder and Charles Martin, AU Communications; and Whitney Cowart, Liberal Arts. Photography: Jeff Etheridge and Melissa Humble, AU Photographic Services.

Executive Director of Communications and Marketing: Deedie Dowdle.The AU Report is published by the Office of Communications and Marketing at

Auburn University. Issues appear each Monday during fall and spring semesters and every two weeks in summer term, except on the Monday of or the Monday after some major U.S. holidays. Copies are distributed free by campus mail to full-time faculty and staff at campus offices. Deadline for delivery of items for publication is 4 p.m. on Wednesday before publication date. Direct inquiries, suggestions and news items to AU Report, 23 Samford Hall, Auburn, AL 36849. Telephone: 334/844-9999. E-mail: [email protected].

The interlocking AU symbol above and on page 1 are registered trademarks of Auburn University and may not be reproduced without written permission from the AU Office of Trademark Management and Licensing, 06 Samford Hall.

2 3Popular transportOne of the biggest changes on campus in recent years has been the dominant role of Tiger Transit for student transportation. With the core of campus closed to autos, many students now depend on the bus system to get to campus from their apartments across the city and many others ride from remote parking areas to their classes in the middle of campus.

significant milestone for our college and is another step toward establishing us as one of the top engi-neering programs in the nation.”

Oliver Kingsley, a 1966 AU graduate in engi-neering physics, chairs the Ginn College of Engi-neering’s campaign leadership team and is on the national board of the “It Begins at Auburn” Cam-paign. He also serves on the executive committee of the Auburn Alumni Engineering Council. Sally is a 1966 Auburn graduate with a bachelor’s degree in secondary school mathematics.

A member of the Alabama Engineering Hall of Fame, Oliver Kingsley is a retired chief operating officer of Exelon Corporation and president and chief executive officer of Exelon Generation. He has also served as vice president of nuclear operations for Middle South Utilities and as chief nuclear of-ficer of the Nuclear Generation Group at the TVA, where his work is credited with the turnaround of its nuclear program.

In 1997, Kingsley joined Unicom as president and chief nuclear officer of its nuclear generation

group, and when Unicom merged with PECO in 2000, Exelon Corporation was created. As president and CEO of Exelon Generation, he managed the operations of Exelon Nuclear and Exelon Power, the company’s fossil and hydroelectric operations. Exelon Generation is one of the largest power gen-erators in the nation.

The “It Begins at Auburn” Campaign, which con-cludes on March 31, is raising funds for all colleges and schools on campus as well as the AU Librar-ies, athletics, Auburn Montgomery and the AU museums. The campaign’s focus includes student, faculty and program endowments; facilities and equipment; campus beautification; research; and current operations.

The comprehensive campaign surpassed its $500 million goal last fall and has received more than $578 million in gifts and pledges. By contrast, con-tributions to AU’s comprehensive campaign in the 1980s totaled $111 million, and “Campaign Auburn” in the 1990s reached $201 million. Both were AU and state records at the time.

Tuesday, February 12Meeting University Senate, 3 p.m., auditorium, Broun HallDiscover Auburn Lecture “Inventing the Cotton Gin: Machine and Myth in Antebellum America,” Angela Lakwete of History Department, 3 p.m., Special Collections and Archives, Draughon Librarynew PersPectives Lecture “Southern Folk Pottery,” Joey Brackner of the Alabama Center for Traditional Culture, 4 p.m., Jule Collins Smith Museum

Wednesday, February 13stuDy AbroAD FAir Exhibits about student opportunities for study in up to 90 countries, 9 a.m.-2 p.m., main lobby, Haley CentercoFFee tALk “Caffeine, Connectivity and Revolution: Coffee Houses from the Enlightenment to the Internet,” W. Scott Haine of the University of Maryland, author of “The World of the Parisian Cafe,” 4 p.m., Foy 213

Tuesday, February 19new PersPectives Lecture “Traditional Signs in African American Cemeteries, Homes and Churches,” Judith McWillie of the Univer-sity of Georgia, 4 p.m., Jule Collins Smith MuseumPubLic Lecture “The Arts of Citizenship in a Diverse Democracy: The Public Work of the Arts and Humanities,” David Scobey of the national advisory board of Imagining America: Artists and Schol-ars in Public Life, 3 p.m., Foy 202theAtre “A Shayna Maidel,” 7:30 p.m., Telfair Peet Theatre; also Feb. 20-23

Thursday, February 21PubLic Lecture “Community in Alabama: Architecture for Living Together,” architecture historian Alice M. Bowsher, 5 p.m., Jule Col-lins Smith Museum

Thursday, February 28FAcuLty recitAL Jeremy Samolesky, works by Bach, Beethoven and others on newly restored classic Steinway grand piano, 7:30 p.m., Goodwin Hall

continued from page 1

Campaign gifts

President seeks more suggestions before finishing new strategic plan

President Jay Gogue has issued a call for additional input on goals for AU’s strategic plan as he begins work on a final list of rec-ommendations for the Board of Trustees.

The administration and board will use the final list in setting priorities for the university for the next five to 10 years.

Gogue produced a first draft containing 62 items for the board on Feb. 1. He said he expects the final number to be approximately 25 to 30 but added that the number could vary, based partly on public feedback on those suggestions and the submission of new suggestions at AU’s Strategic Planning Web site after people have examined the current list.

A link to the site is on the front page of the AU Web site, www.auburn.edu. Once you reach the Strategic Planning Web site, click on “Input/Survey for Strategic Directions” to open the survey form.

The online survey asks individuals to choose and rank the top five recommendations from the 62

choices. Below the ranking is a box for persons to submit additional items.

Since October, Gogue, Provost John Heilman and Executive Vice President Don Large have received input on strategic goals from approximately 2,000 persons across all major AU constituencies. Gogue has said he expects to have an updated list of recom-mendations in March.

The first draft, which is posted at the Strategic Planning Web site, groups potential goals in 10 cat-egories. The categories are: Undergraduate Educa-tion; Research and Graduate Education; Faculty Re-tention and Development; Employee Retention and Development; Infrastructure and Facilities; Alumni Engagement; Development; Image and Reputation; International Engagement; and Miscellaneous.

Within those categories is a spectrum of proposals ranging from steps to ensure that students possess international skills to requiring that all supervisory positions be reviewed on an annual basis.

PR magazine cites communications instructor for teaching technology

Robert French’s dry sense of humor some-times strikes fear in the hearts of public rela-tions students, especially “technophobes.”

For instance, the first day in French’s Style and Design in PR class this semester, his preemptive statement about the technology-intensive class was that his only rule for lab was no crying.

This rule might seem strange for a college class, especially one that is in high demand. But, French’s class has put the department’s public relations program on the “map” of the PR industry, where he is often cited for his innovative approach to the transition of social media.

PR Week magazine, an industry standard for public relations and other communication fields, has named French as an “Editor’s Choice” award recipient for 2008. There, among corporate senior vice presidents, CEOs and other powerful field play-ers, the AU College of Liberal Arts faculty member was recognized as a key leader in the unavoidable merger of traditional public relations training and new field-media practices in the classroom.

French’s teaching has also attracted the attention of The New York Times, which sought his input when Facebook, the successful online social networking giant, encountered widespread criticism for using tracking features that followed the actions of its users.

The article cited French as having previously talked about the invasive software with his classes, who were shocked at the thought of being tracked on their Facebook accounts.

French said he enjoys being on the cutting edge of technology in his field, and students recognize the value of the technology. “Students are studying and will enter public relations practice at a time of great change and evolution,” he explained. “Social media will not replace traditional practice, but it has certainly caused a transformational shift.”

The fear that many students bring into the course stems not so much from response to the popular professor as from the challenges of learning advanced technologies that did not exist a few years ago.

“Amazingly, we still have students entering the PR program who are technology phobic,” said Margaret Fitch-Hauser, director of the public relations program. “However, once a student has been through Robert’s Style and Design class, any semblance of this fear is gone. Thank goodness!”

Fitch-Hauser added that students’ performance in French’s class provides a level of assurance about their chosen careers. “I think this is due in part to the knowledge, but also because they are willing to try new approaches and think outside the boundar-ies of a traditional press release,” he said.

“Style and Design for PR helped build my confi-dence as a senior with graduation right around the corner,” said Stephanie Tate, a senior PR major.

She added, “I now have skills and knowledge of a variety of software programs I am sure I will use in the ‘real world.’ I feel I have more to offer than a graduate from a different program without a class like Style and Design for PR.”

Helping students overcome fears

Haley Center to host Study Abroad FairStudents will get a chance to explore their pos-

sibilities for international study on Wednesdy, when the main lobby of Haley Center will be

the site of a Study Abroad fair on Wednesday.Representatives from more than 40 faculty-led and

AU-affiliated programs will be present to discuss programs in more than 90 countries, with courses in more than 200 major, minor and elective areas.

Information on funding for study abroad will also be available.

In addition to display tables and booths for the participating organizations, the fair will feature an exhibit of photographs from around the world com-piled by students in their recent studies abroad.

The Auburn Abroad process enables students to choose and enroll in an international program through the Office of International Education and receive full AU credit for courses taken abroad.

The Office of International Education, which sponsors the Study Abroad Fair, also offers 30-min-ute orientation sessions for students considering study abroad on Thursdays at 3 p.m. and Fridays at 11 a.m. at Hargis 234.

Approximately 10 percent of students participate in Auburn Abroad activities while attending AU.

For more information on Auburn Abroad and other international programs at AU, see the Web site www.auburn.edu/studyabroad.

Opportunities for international study

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