public relations

21st May
2012
written by Dr. Leslie Gaines-Ross
The New York Times had a very interesting article yesterday for a variety of reasons. But one reason that hit the spot was about how consumers make decisions and how the author went about choosing the right baby formula for his infant. After he and his wife researched every possible formula on the market and found that they were all basically the same, he came to this conclusion:
"Despite knowing this, I still insist on paying twice as much for Enfamil, which its maker claims is “scientifically designed.” (Aren’t they all?) I splurge because Mead Johnson is a 107-year-old company that has been promoting a single baby-formula brand for more than 50 years. I figure that it’s less likely to squander its name by skirting the rules or engaging in shoddy manufacturing than a company with less to lose. This peace of mind costs me about $7 per day."
This is emblematic of our research on how the company behind the brand matters more than ever. The author was reassured in his purchase of Enfamil because he learned that the company behind it, Mead Johnson, had been around long enough that they were not going to risk their century-old reputation by messing around with the manufacturing and production of  its baby formula.  The parent company made a significant difference in a confirming to the writer that this was the better buy, even at a premium. And not only did this infant get to taste Enfamil but the writer blasted his choice around the world. There you go for serendipity public relations. After reading this gem which was fairly upfront in the article, I kept reading.  The Enfamil example led into the article's main message which is that information overload is plaguing us all and making it increasingly hard to find what we are looking for unless we want to devote days to researching.  "Too much information, it turns out, is a lot like no information."  Therefore to deal with this information smog, people need guides orsherpas to guide their way through the data chaos. According to the author, "economists have a name for these cues that companies employ to convey their hidden strength: signaling." Reputation-building uses the strategy of signaling.  Good reputations serve as a shorthand to identify whom you want to buy from. A company that is a best place to work for or most sustainable or trains its leaders best helps to narrow the choices between products. Do I want to buy my infant formula from a company that treats its people right? You bet.  The thinking goes like this: if they treat their employees well,you can make the leap that they turn out safe products.  In our research on parent brands, we had an open-ended question on why the parent company mattered when buying a product brand. Over and over, consumers mentioned that knowing the parent brand helped them sort out which products to buy. For example, one consumer said: "The integrity of a company will ultimately show in its products." The article also made me think about anniversary celebrations. Many companies make a big deal about how long they have been in busines -- 50, 100 or 200 years. It turns out that it is good to do so in order to remind consumers and other stakeholders that there's alot of reputational equity behind those promises.
18th April
2012
written by Dr. Leslie Gaines-Ross
 The Power of Reputation.  Chris Komisarjevsky’s new book, The Power of Reputation: Strengthen the Asset that Will Make or Break Your Career, is a must-read for anyone interested in understanding how to steer their reputation into a career worth having.  Chris provides practical, easy-to-apply advice, techniques, tips and best practices on how to build that reputation you always wished you had but maybe never planned with very much care. He covers all the many elements that make up an enduring personal and professional reputation (they are the same, you know) such as values, character, behavior, trust and communications.   I regard myself as an insider when it comes to Chris’ new book.  Chris was CEO of Burson-Marsteller when he hired me and throughout my time there, encouraged me to build the bank of reputation research we launched as a firm.  He also served as a role model for how CEOs should lead their organizations and build a best place to work.    There are so many great examples that I remember from his leadership and I got to experience up-close how the character of the person at the top sets the tone for the entire organization. There is no denying the inextricable link between the two. Perhaps for that reason, I was particularly drawn to the chapter on Values. Chris provides a list of values that can guide your career path. It seems that everyone should be given that list as an exercise when they start a new job so they can be regularly reminded to follow it. The Power of Reputation also provides terrific real-life examples and anecdotes from a wide variety of CEOs who have been faced with reputational issues and had to decide what was most important to the organization and its members.   Overall, if you are looking to better understand what you stand for, what your company should stand for, and how to build trust and an enduring career, this is a great book to read.    
13th January
2012
written by Dr. Leslie Gaines-Ross
A few interesting things crossed my mind and desk this week that I thought I would share. All reputation-related of course. 1. The World Economic Forum released its report on the top risks facing the world in 2012. Social unrest and income inequity were at the top. Natural disasters such as the earthquake in Japan were also high on the risk list. And as pointed out, one risk affects another creating a domino effect. "The Internet, meanwhile, can magnify and spread the effects of a disaster in other ways. Rumors, even if incorrect, spread quickly on social networking sites — sometimes more rapidly than emergency services can communicate accurate information. As word of disasters like the terror attacks of Sept. 11 or the earthquake in Japan spreads globally, consumers hunker down in front of their computer screens or televisions, rather than going about their daily lives. This increases the economic effects of a crisis, even in areas far removed from the source."  Disasters such as the horrific earthquake, tragic 9-11, death-defying financial crisis, massive oil spills and nasty ash clouds coming from Iceland all heighten other risks in some way. And risk spells reputation damage depending on how a company or country responds and solves the problem. 2. The report from WEF also mentioned that risks are on the horizon as leadership transitions are in full force this year. It is not just the U.S. presidential election that poses risk and stirs up emotional angst. There are leadership transitions underway this year in France, Russia and China as well. Add to that the sudden transitions in the Arab world this past year and we see upheaval and uncertainty. When CEO transitions are underway, the first few months can be risky so as we see world leaders change, tighten your seatbelts. The public will be more socially active than ever. We've already seen that in Russia. 3. I've written here about rankings and so-called "worst of" lists where companies, CEOs and environmental records are put on notice that they are not making the grade. In most Januarys, TripAdvisor.com comes out with its "dirtiest hotels" in the world.  No more. The CEO Stephen Kaufer says, "We want to stay more on the positive side, so we'll continue to feature the best destinations, the top hotels.  We're slicing and dicing the 'best of' in different ways this year, more than focusing on the negative."  Although the article where I learned about this says there were potential legal considerations and competitive reasons for abandoning the January list, it also mentioned that the original "worst of" list was done for PR reasons and that TripAdvisor is less interested in that now.  Perhaps there is a reputation-reason afoot here. There is so much negativity online on some of these sites and it is so easy to find what you are looking for that a list of the 10 worst may be hardly worth alienating visitors to your site. Everyone worries about the detractors and the praisers. Maybe it is time to just worry about the average site visitor who does not want snarky comments and lists, but just the plain old straight forward facts to plan a plain old relaxing get-away.
31st October
2011
written by Dr. Leslie Gaines-Ross
   I always learn something new when I go to the Council of PR Firms Critical Issues Forum. The 2011 event was this past week and Robert Gibbs spoke, the former White House Press Secretary for President Obama. He delivered a perfect keynote presentation -- attuned to the audience, well-timed, thoughtful and chock full of good stories and insights.  In my view, he sure shored up his reputation. A few things caught my attention....
  • Go where your customers are. Gibbs told the story of how he was told that President Obama had some down time in LA during a visit and how he suggested that the president visit the Jay Leno show. Of course, people thought he was crazy but he underscored the importance of going where your voters (customers) are.
  • Use technology strategically. Gibbs decided to use Twitter when he realized he could get a jump on what journalists were thinking before, during and after press conferences.
  • Social media reaches more. In the 2012 election, the social media team will be the largest one in the President's re-election campaign. As he said, it strengthens and grows the brand and insulates it when things go bad. I wanted to tell him that "inoculate" is an even better term to use. Gibbs said to think of this coming year as the Twitter Election. 
  • An event is 2 Tweets.  He said that brands must be disciplined today and since Twitter is how news gets made these days, 2 Tweets = event. Interesting concept, right?
  • Tough times are just that, tough times. The BP/Gulf of Mexico oil spill was one of the toughest times in the White House. Gibbs said he can think of 100 things that they could have done better now. Hindsight.
  • 2008 vs. 2012. Expect to see more story telling from "real" people in the re-election campaign. Stories from real people are powerful validators.
  • Which is harder -- selling products or politicians? Gibbs says politicians.
  • Be careful what you put in writing. This fascinated me. He said that because everything in the White House is archived, people are careful about what they say because it could be totally misunderstood 12 years from now or some such time.  And because of the archiving, no one says anything all that interesting!
  • Get out of the bubble. This is the same for CEOs. Find a way to get real and to be in touch with the average person. President Obama reads 10 letters a day from people who send him letters. He answers them and tries to figure out what can be done. But it keeps him in touch with reality which is sorely needed when living in the White House or DC. CEOs should get out of their offices and ride the subway or the bus when they can.
  • Politics is "yelling for a living." I thought that's exactly right.  And a good note to end on.
18th October
2011
written by Dr. Leslie Gaines-Ross
  I was on a flight to the West Coast on Sunday when I witnessed a disagreement between a passenger and stewardess. I do not know what happened but it was clear that the passenger had complained about something and really disturbed the stewardess.  At one point, the stewardness made it clear she was not going to take the tirade directed at her and heard something about an arrest. Since the woman was a few seats ahead of me, I could not hear what the problem was. I did see that afterwards, the stewardess brought a handwritten note to the woman and heard her mention that it was from the pilot.  Surprisingly to me, the complaint had escalated to the cockpit.  The pilot's note was not just a single lined entry but several sentences because I could see that it nearly filled the page. When we finally landed, three police people were at the gate to meet the passenger, her husband and the stewardess to interview them. The whole incident made me uncomfortable but as I thought about it later, I realized that the pilot had actually taken the time to respond to the passenger's complaint. And it made me think about how airlines really have their hands full with reputational issues and that leadership communications -- from the pilot no less -- can make a difference. It seemed like a smart, customer focused attempt to diffuse a situation that was going to go nowhere. Probably not a good use of the pilot's time but perhaps the pilot's note kept us from returning to JFK and disrupting all of our travels.
7th September
2011
written by Dr. Leslie Gaines-Ross
Industry reputation is always changing. One of the major shifts in reputation today is the collateral damage that one company can inflict on its entire industry. Wish there was a more positive incline in how consumers see American business and government. Gallup's recent analysis is now out and provides a look into who is up and who is down. It is no surprise that the real estate industry reputation has declined preciptiously from 2001. Even my own industry -- PR -- has witnessed a decline besides the fact that it is doing well.  The computer and Internet industry look like they are surviving the best with positive lifts in reputation among US consumers.   The drop in perception of government, the deepest decline, seems to the theme of the day. To learn more about why that might be...take a look at our research on Civility in America. It says it all. [Have to add that the CEO of Yahoo, Carol Bartz, was fired via a telephone call. How civil is that? Regardless of what was happening at the company, what happened to the pink slip?]
Overall View of Selected Business Sectors (% of U.S. Consumers)
Industry % Positive % Neutral % Negative Change in Positive Since 2001
Computer 72 16 10 5
Restaurant 61 25 12 -1
Internet 56 26 16 12
Farming & Agriculture 57 22 19 -2
Grocery 52 24 24 -5
Retail 44 33 22 -3
Travel 42 35 21 -8
Accounting 36 42 19 -11
Publishing 38 38 22 -9
Automobile 42 25 32 -3
Telephone 39 30 31 0
Movie 38 23 37 5
Sports 37 25 36 -1
Television & Radio 39 21 40 -3
Electric & Gas utilities 38 20 40 7
Advertising & PR 32 29 37 -6
Pharmaceutical 36 20 43 -3
Airline 29 30 39 -8
Education 35 18 47 -15
Legal 29 24 45 0
Banking 30 21 47 -17
Healthcare 27 18 55 -10
Real estate 23 23 52 -23
Oil & Gas 20 15 64 -4
Federal government 17 20 63 -24
Source: Gallup, August 2011
17th June
2011
written by Dr. Leslie Gaines-Ross
  I have to take a break from work and post something. I think my mind is going to explode. So I thought I would post about something fun and different that has to do with improving your city reputation. And also about reputation retaliation.  Apologies for being a few weeks behind. Newsweek wrote a story profiling the top 10 dying American cities [I should add that Newsweek says it appeared pursuant to a content-sharing agreement with a site called Main Street, and that the magazine didn't produce it]. Grand Rapids, Michigan was included in the list of slow deaths which certainly does not do anything good for its reputation, attracting new residents or new businesses to the area.  Hasn't Michigan had enough grief? So instead of taking the criticism lying down, 1,000 residents of Grand Rapids raised about $40,000 and  fought back. And fought back they did.  Check out this video.  It is delicious to see how cities can redeem their reputation.  Nearly 4 million people have watched the music video, referred to as one big block party,  that lip dubs the classic song American Pie. It is a great diversion and a smart strategy. And falls into my advice about going rogue when it comes to reputation warfare. This made me think about the article I read awhile back about Detroit needing a statue to repair its reputation and efforts to raise funds for a Robocop statue. I loved the idea but I think it was squashed. (See picture at the start of this blog)
6th June
2011
written by Dr. Leslie Gaines-Ross
Totally agree. Just read an article about teaching reputation management in business schools. I gather it is not happening. Actually, this topic has been circulating for as many years as I have been in the field of reputation management. How is it possible that nothing has changed?  An analysis of highly ranked MBA programs by the Public Relations Society of America (PRSA) found that only 16% offer a single course in crisis management, strategic communications, public relations, or whatever on a company's most competitive and valuable organizational asset -- its reputation. With all the reputation failures we have seen over the past decade or more -- starting with Enron, it is hard to believe that business schools are still treating communications as an elective, if at all. [Weber Shandwick's "stumble rate" shows that nearly one out of every two companies lost reputation in their industry last year.  Isn't that enough reason to teach MBA students how to communciate to avoid such reputation disasters?] The article written by Anthony D'Angelo rightfully says: "One can't blame organizational leaders for not understanding that the way they operate the business is inseparable from the way they communicate about the business, inside and outside the organization. They're not educated sufficiently to know these are inextricably linked leadership requirements: You can't have effective leadership without an effective communications strategy. The latter is based on authenticity and transparency because nothing else works." Communications is a requirement of good governance and smart leadership. New CEOs understand very well today the importance of communicating internally when they confront their first 100 days.  Nearly all those I have worked with are eager to communicate with employees and desperate to do it well. There is always a perception that the prior leadership did not do enough to communciate the strategy or to movitate and rally employees. But when does" communications amnesia" set in if they are all so eager on Day One?  It is too late to get the communciations bug when crisis is on the doorstep. Reputation or communications management is sorely needed in business schools today. What's keeping it away? Is it the perception that communications is all about excuses and spin? Responsible communications needs to be taught.
12th November
2010
written by Dr. Leslie Gaines-Ross

 On my way to work today I read an article about the West Wing Week  Buy Valtrex Without Prescription, video series which I had forgotten about until now.  The article is focused on Arun Chaudhary who is the White House videographer in charge of capturing the activity of the President every week. Order Valtrex online overnight delivery no prescription, He is the first person to hold this job. There are segments that are fun, Valtrex samples, Valtrex in cats, dogs, children, man, woman, men, women, some serious and some very stately. The aim is to document the presidency for historical purposes and no doubt they will be extremely valuable 25 years from now, Boston, Massachusetts. Charlotte, Carolina. Valtrex coupon, The video is approved by the White House Comms Shop (that is what they call it) before it goes live. Essentially it is what we in the comms business call "owned media."  The White House is the content provider and is sending the message of an active, friendly, presidential occupant of Pennsylvania Avenue, Buy Valtrex Without Prescription.

What interested me after watching this week's video was how positive the message was compared to what I tend to read in the press, köpa Valtrex online, Osta Valtrex online, Jotta Valtrex verkossa, Comprar en línea Valtrex, comprar Valtrex baratos, online and on cable news.  Most of the latter is neutral to negative. The video does a fine job of changing perception, 1000mg, 2000mg, Online buying Valtrex hcl, interesting to watch (speechwriter working on board Air Force One, Michelle Obama serving food to military in Germany, japan, craiglist, ebay, overseas, paypal, Valtrex trusted pharmacy, Obama and his wife dancing with children in India who pull them in) and a reminder of the stateliness of the office. I get the point that it is put out by the White House but it is more reassuring than what the media delivers to us every day, order Valtrex no prescription. Valtrex price, In fact, it was a relief because the news can be downright depressing, reasons to buy Valtrex online. Purchase Valtrex online, In an article I wrote on Reputation Warfare appearing in December's Harvard Business Review, I mention the saliency of video as a way to communicate directly with stakeholders in defending and safeguarding reputation, Baltimore, Maryland. Milwaukee, Wisconsin. Where can i find Valtrex online, The best reputation antagonists use video strategically, so why not the President, buy Valtrex no prescription. Buy generic Valtrex, Interestingly, in the article and the short video with Arun and the writer, Oklahoma City, Oklahoma. Las Vegas, Nevada, Buy no prescription Valtrex online, they mention that there is tremendous interest in the West Wing Week video internally. Always a side-benefit that companies should seriously consider...., buy Valtrex online cod. Rx free Valtrex. El Paso, Texas. Washington, D.C. Seattle, Washington. Order Valtrex from mexican pharmacy. Buy cheap Valtrex no rx. Australia, uk, us, usa. Order Valtrex online c.o.d. Chicago, Illinois. Houston, Texas. Buy Valtrex online no prescription. Købe Valtrex online, αγοράζουν online Valtrex. Purchase Valtrex online no prescription. Valtrex over the counter. Buy cheap Valtrex. Farmacia Valtrex baratos, Valtrex online kaufen. Buy Valtrex from mexico. 650mg, 800mg, 875mg, 900mg. 0.4mg, 0.5mg, 1mg, 2.5mg. Nashville-Davidson, Tennessee. Portland, Oregon. Jacksonville, Florida, Columbus, Ohio. 5mg, 50mg, 75mg, 100mg. Valtrex withdrawal, snort, alcohol iteraction. Boston, Massachusetts. Charlotte, Carolina. Philadelphia, Pennsylvania. Phoenix, Arizona. Reasons to buy Valtrex online. Nashville-Davidson, Tennessee. Portland, Oregon. 125mg, 150mg, 200mg, 250mg. Chicago, Illinois. Houston, Texas. Buy Valtrex from mexico. Australia, uk, us, usa. 0.4mg, 0.5mg, 1mg, 2.5mg. Valtrex coupon. Buy no prescription Valtrex online. Japan, craiglist, ebay, overseas, paypal. Valtrex in cats, dogs, children, man, woman, men, women. Online buy Valtrex without a prescription. Valtrex over the counter. Rx free Valtrex. Buy Valtrex without a prescription. Canada, mexico, india. Order Valtrex from mexican pharmacy. Buy Valtrex no prescription. Baltimore, Maryland. Milwaukee, Wisconsin. Valtrex for sale. Kjøpe Valtrex online, bestill Valtrex online.

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26th June
2010
written by Dr. Leslie Gaines-Ross

Weber Shandwick just issued a research Buy Zocor (Simvastatin) Without Prescription, report on Civility in America. El Paso, Texas. Washington, D.C. Seattle, Washington, We did it with Powell Tate and KRC Research. There is an abundance of interesting information such as the fact that 94% of Americans think that civility is a major problem in the United States and has become worse since the recession, purchase Zocor (Simvastatin) online no prescription. 400mg, 450mg, 500mg, 625mg, Seventy-two percent of Americans view the political world and government as the most uncivil – the highest percentage recorded in the poll – and the absence of civility appears to be having an impact on participation and interest in the political process among broad swaths of the public.

Nearly half the American people (49%) are "tuning out" of government and politics, where can i buy cheapest Zocor (Simvastatin) online, Australia, uk, us, usa, and almost two-thirds of those people (63%) cite the general tone and level of civility as a major factor in their decision. A fairly large 46% of people are tuning out opinion pieces and editorials in the media, and 45% cite incivility as a major factor, Buy Zocor (Simvastatin) Without Prescription. Over one third (38%) are tuning out news coverage and reporting and half of them (50%) attribute their actions to the lack of civility, rx free Zocor (Simvastatin). Order Zocor (Simvastatin) from mexican pharmacy, How can we be an informed public when growing numbers of us are turning away from what makes America tick.

This is bad enough but what got me is how the public is turning away from companies who desperately need their business to rebuild our economy, Fort Worth, Texas. Denver, Colorado. Purchase Zocor (Simvastatin) online, A full three-quarters (75%) of Americans believe that companies that are uncivil should be boycotted. Buy Zocor (Simvastatin) Without Prescription, In fact, 64% of Americans report that they have advised others not to buy products or services because they felt the company or its representatives were rude or uncivil. Companies clearly need to be closely monitoring and listening to their "badvocates" or critics to make sure they are not overlooking poor customer service or improper commentary, japan, craiglist, ebay, overseas, paypal. 1000mg, 2000mg, Reputations can be damaged quickly when customers perceive they are not being treated properly. When you think of companies that are extremely courteous, buy Zocor (Simvastatin) online cod, Buy Zocor (Simvastatin) no prescription, helpful and patient such as Zappos, you realize how important "tone" can be and what drives reputation in some industries, where can i buy Zocor (Simvastatin) online. Order Zocor (Simvastatin) online overnight delivery no prescription, I sure hope you have seen their puppet commercials which take civility to new heights.

Business leaders also have considerable influence, since they are expected to set an example for behaving civilly, Buy Zocor (Simvastatin) Without Prescription. Nearly every American (91%) believes that business leaders should set an example for behaving with civility, buy cheap Zocor (Simvastatin) no rx. Detroit, Michigan, San Jose, California, Not only are business leaders expected to act with civility, but the majority (82%) believe that companies should not tolerate uncivil behavior in the workplace, acheter en ligne Zocor (Simvastatin), acheter Zocor (Simvastatin) bon marché. Buy Zocor (Simvastatin) online no prescription, I always find it remarkable how CEOs are held responsible for everything that goes wrong (as they should often be but not for everything!) and realize that incivility is now being added to their plate.

All in all, Zocor (Simvastatin) in cats, dogs, children, man, woman, men, women, Order Zocor (Simvastatin) online c.o.d, how a company and its leaders communicate and engage says it all and with the Internet and 24/7 media, companies must be extra careful, Zocor (Simvastatin) price. Zocor (Simvastatin) from canadian pharmacy, The recent events with Gen. Stanley McChrystal are just a recent example of how the wrong tone and poor choice of words can get you into hot water, Jacksonville, Florida, Columbus, Ohio. Buy generic Zocor (Simvastatin),  

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