Category: Public relations

Ethics Month

Posted on by Brian Lee

RaganChatThis year, I’m serving as the PRSA liaison to the Board of Ethics and Professional Standards (BEPS). September is Ethics Month, and as part of the long lineup of activities, I co-hosted a #RaganChat on the topic.

Here’s a transcript of my answers:

Q1 @CaptBNL @KirkHazlett: Why are ethics important to the public relations industry? #RaganChat

A1 We at @PRSA believe the success of the PR profession relies on the ethics of its practitioners. #RaganChat

Q2 @CaptBNL @KirkHazlett: How have PRSA ethics guidelines changed throughout the years? #RaganChat

A2 @PRSA ethics guidelines evolved from enforcement to inspiration. U r in charge of ur “ethical destiny” #RaganChat

Q3 @CaptBNL @KirkHazlett: What are some common ethics violations PR pros have committed, and how has it affected them? #RaganChat

A3 I’ll answer it this way: some big issues today are native advertising, sponsored content, use of interns and social media. #RaganChat

Q4 @CaptBNL @KirkHazlett: What should PR pros be aware of re: native advertising, “pay to play” campaigns and “influencer” marketing? #RaganChat 

A4 Disclosure is crucial! Here’s an Ethical Standards Advisory on the topic: http://www.prsa.org/AboutPRSA/Ethics/EthicalStandardsAdvisories/Documents/PSA-09.pdf #RaganChat

Q5 @CaptBNL @KirkHazlett: Where’s the line for a conflict of interest, and how can PR pros avoid them? #RaganChat

A5 Again, disclosure is key, in this case to avoid conflicts of interest and even *perceived* conflicts of interest. #RaganChat

Q6 @CaptBNL @KirkHazlett: What are the guidelines for reporting unethical behavior? How can one avoid “looking the other way?” #RaganChat

A6 Please report to @PRSA’s BEPS group. beps [at] prsa [dot] org. #RaganChat

Q7 @CaptBNL @KirkHazlett: What should PR pros keep in mind when using images or videos in brand campaigns? #RaganChat

A7 Always seek approval in using images and videos. When in doubt, don’t use it. #RaganChat

Q8 @CaptBNL @KirkHazlett: What is a “phantom experience,” what can it do to reputations, and how can PR pros avoid it? #RaganChat

A8 Phantom experiences will give u a new rep, and it won’t be a good one. Find outside sources that can corroborate your story. #RaganChat

Timing is everything

Posted on by Brian Lee

USATodayPR practitioners should revise the old real estate expression about the three things that matter in property: “location, location, location” to three things that matter in public relations: “timing, timing, timing.”

As seen in a recent article in PR News, St. Baldrick’s Foundation used its relationship with its agency partner, FleishmanHillard, to pitch a targeted story that ended up landing the organization on NBC’s The Today Show.

Knowing St. Baldrick’s Foundation’s message would resonate better on television than print, FH targeted their message accordingly. In FH’s research, it found out “The Today Show” was doing a week-long segment in which people were trying to break Guinness World Records. Subsequently, FH developed a pitch in which St. Baldrick’s would try to attempt to break the record for the most heads shaved in an hour, being broadcast live on TV.

The segment was extremely successful, earning more than 20 million media impressions and raising almost $36,000 for the foundation.

St. Baldrick’s pitch to “The Today Show” was the right idea at the right time. This is just one example of how timing is extremely important in this industry. If you get it right, you can reap many benefits.

Cecil the Lion

Posted on by Brian Lee

In media relations, especially during a crisis, I always tell clients to get their story out first–don’t let others shape your story. (Note: this blog post takes a look at the PR aspect of the Cecil the Lion story, not the morality of it.)

Walter Palmer, who killed Cecil, issued a statement through a PR firm, but it was way too late. By that point, the media and people on social media already painted him in a extremely negative light (see the Yelp page for his dental practice, though you should note Yelp has already deleted about 5,000 posts).

In several subsequent articles, people familiar with big game hunting said that it’s actually common for a local guide to do all the work (scouting, luring the animal, etc.) before the client does the killing. Thus, it’s plausible that Palmer didn’t know he had killed Cecil the Lion, nor did he realize that it was lured illegally out of its protected zone.

Had he said that immediately, as well as explaining the method of killing (arrow followed by bullet) and garnering more experts to corroborate his story, he could have softened the blow. But, that’s all a moot point now.