Letterman's (better late) Apology

David Letterman finally did the right thing and said what needed to be said (albeit a week late), and did so (to all appearances) sincerely.

Regrettably, his mae culpa Monday night was all that needed to be said at the very outset.

It would have been better if he had said it the very next show instead of trying to laugh it away, or poke more fun at the expense of anyone who "didn't get it." Now – although it appears to be a sincere apology – Letterman's apology could also be seen as the result of pressure by CBS or advertisers (or both).

Some additional observations:

• Letterman (or his staff writers) need to realize that "18 not 14" WAS NOT the point; continuing to parse the joke into being funny if it had only specified the 18-year old only digs the hole deeper. Best advice: simply stick to "I'm sorry" and stop trying to explain who the original target was. As Letterman eventually said, it was a poorly conceived joke (whoever wrote it) and a dumb choice (Letterman's alone) to actually use it.


• The lesson to be understood is that most people didn’t think the joke would have been funny even if he had specified it was about the 18-year old daughter. To a lot of people, just because she's 18 didn't make being joked about getting "knocked up" in front of millions on TV (and millions more in subsequent news coverage) any more acceptable, classy, or amusing. SOMEone on Letterman's staff should have recognized this (a woman?) and questioned the "joke."


• This cautionary tale warns all of us to be cognizant of the possible collateral damage that can result from today's divisive political rancor from both sides of the aisle. Perhaps Letterman's joke writers subscribed to the "conventional wisdom" that such statements are uttered only by conservative talk show hosts; it must be a surprising revelation to the comic and the Late Night staff that they are not only just as capable -- but also just as likely -- to say hurtful, derisive, and politically toxic things from time to time. And perhaps that is what truly took the week to figure out.
• Lastly, the Indiana-bred Letterman ignored a simple test that has served him well countless times in that 30 year career he mentioned --what would Mom say?

None of this means we should chill "free speech" -- it just illustrates that we have a responsibility for that speech, and just as often, have to be prepared for the response that speech engenders -- good, bad, and the ugly.

- posted by MediaObserver @ 8:52 AM 0 comments

 
Bank on it: a real world lesson in image repair during a Recession
A recent e-newsletter brief from MediaPost's Media Research Center is headlined, "PR Outranks Advertising in Improving Consumer Confidence in Banks." [Original source is from a Neilson News blog post from Nielsen IAG.]

While we at OEA PR are always happy to hear about the discipline getting its due respect, the article is an important "teachable moment" for most enterprises (aside from banks) about marketing during a recession.

Indeed the article speaks well for BOTH Advertising and PR, finding that consumers who see their financial institutions putting out Advertising felt "very confident (55%)" about the firms, and that the leading factor boosting in boosting their confidence "... in the safety and soundness of their financial institution, ... (was) reading positive stories in the press about that institution (44%)."

The PR finding isn’t really "news" (excuse the pun) to those of us in the PR biz. This article reported data consistent with similar studies done about PR over the years for many different industries, various concerns and even political candidates. People tend to believe PR more than Ads because of the intrinsic “third party endorsement” that news editorial is perceived to have – that’s why press coverage is so coveted.

Being coveted and being valued are not necessarily interchangeable when it come to Public Relations. In the business sense, PR’s problem resides not its perceived value, but quantifying that value. At the risk of being brutishly simplistic, PR is: A) hard to measure, B) predominantly out of your control, and C) can’t be guaranteed. [This is true for simple news coverage/publicity, as well as nuanced activities such as community relations or environmental stewardship.] Hence, putting a price tag on it is a squishy science.

In a sense, PR is very much like insurance: one knows inherently, intellectually, and rationally that such a purchase makes good sense and is a worthwhile investment; but then many other distractions demand more immediate and/or are emotionally more tantalizing. Then BOOM, comes the day -- like today -- when you need "it" (insurance or PR) but don’t have "it." Then come attempts to get some quick and "on the cheap," followed by the inevitable regrets and second-guessing “if I had only….”

Which brings us back to today's business climate. The Nielsen report is demonstrative of the over-arching “don’t-make-the-mistake-of-cutting-marketing-during-a-Recession” argument.
As this story shows, when you are out-of-sight, you soon become out-of-mind. And worse, less trustworthy.
- posted by MediaObserver @ 6:13 AM 0 comments

 
OEA Relaunches Website
FOR IMMEDIATE RELEASE Contact: Kevin Gaydosh
September 22, 2008 757.422.3231


O’BRIEN ET AL ADVANCES ITS WEB PRESENCE
After 10 years, Still Changing the Face of Communications in Hampton Roads

(Virginia Beach, Virginia) – To mark its 10 year anniversary as one of the market’s leading integrated marketing firms, O’Brien et al. Advertising (OEA) recently unveiled its new web presence, www.obrienetal.com.

The new site’s home page stays true to the agency’s trademark “faces” theme through the morphing close-ups of agency personnel in glorious dot-matrixed black and white. Richly illustrated examples of past work by each agency discipline are revealed through drop-down buttons.
Much like the agency itself, the web site is easy to navigate, straight-forward and informative. The different facets of the agency – Print, Interactive, Public Relations, Media, TV & Video and Photography – revolve around the existentialist crux of the site: “Who is et al?” (But to discover the answer, you’ll have to visit the site. Sorry.)


About O’Brien et al. Advertising

O’Brien et al Advertising (OEA) was formed in 1998 by Kevin O’Brien and a small cadre of marketing professionals from other local advertising agencies. Today OEA is a leading advertising and public relations firm still based in the sands of Virginia Beach, Va. The agency provides strategic planning, brand positioning, market research, media planning and placement, public relations, Web design, marketing and creative services. Contact: 757-422-3231. www.obrienetal.com
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- posted by MediaObserver @ 6:03 AM 0 comments

 
A great primer for PR clients: How media contacts think
http://www.bulldogreporter.com/dailydog/issues/1_1/dailydog_journalists_speak_out/index.html#2637

A great insight into why PR should be left to those of us who do it and why clients should heed the advice of their PR counsel when it comes to approaching the media too much.
- posted by MediaObserver @ 7:07 AM 3 comments

 
Red Cross Selects OEA PR Pro for Communicator Training
Immediate Release: CONTACT:
June 20, 2005 Mia Wingfield, O’Brien et al
757-422-3231




AMERICAN RED CROSS TAPS GAYDOSH FOR DISASTER PUBLIC AFFAIRS TRAINING


VIRGINIA BEACH, VA – The American Red Cross has requested a local public relations professional to lead a two-day advanced disaster public affairs training at Loyola University in Chicago. Kevin J. Gaydosh, APR, director of public relations for O’Brien et al Advertising here will conduct the class for Red Cross national disaster employees and volunteers at a special communications camp June 24-25.

Currently a Level V public affairs officer for the national Red Cross, Gaydosh volunteers on the communications committee for the Southeastern Virginia chapter in Norfolk and regularly teaches introductory and advanced public affairs for the organization on the local and state level.

Gaydosh has 20 years of crisis communications experience with the national Red Cross in various natural and manmade disasters, including Hurricane Hugo, the USS Iowa explosion, the aftermath of September 11, 2001 attacks in New York City, and most recently Hurricane Isabelle in Virginia. He is an accredited member of the Public Relations Society of America (PRSA), and a past president of the Hampton Roads PRSA chapter.

O’Brien et al, or OEA, (www.obrienetal.com; http://OEAPR.blogspot.com) is a full service marketing communications agency located in Virginia Beach; Gaydosh directs the public relations and strategic planning department.

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- posted by MediaObserver @ 2:31 PM 0 comments

 
Speaker's Bureau and Speechwriting
Dear OEA PR:

Working on a plan for a speaker's bureau, and want to get idea of what a fair hourly rate would be for someone to manage such a bureau externally, as well as do a little speechwriting.


Dear "Hourly":

Hmmmm.

Well, you've basically got two different things.

1. Researching speaking opps and scheduling of speakers involves research skills as well as some PR insight (or at least a fundamental understanding of the craft). The actual research could probably be done by an administrative or clerical worker; a gifted PR intern with accomplished Internet research experience, or a junior professional with some publicity persuasion skills.
2. Writing, especially speechwriting, requires substantially more "gift" and practice, so you're going to pay more for that.

Agencies vs. Freelancers/Single Pros [For more on why OEA would be the BEST solution, read on to the end]

• Compared in most cases to single practitioners, agencies often have more resources and are generally better known in the local market (perhaps even in the industry sector) and may perhaps have a "bit" more clout with some speaking opportunities.
• Your company's reputation, brand name, industry segment or news topicality, will all contribute to your bureau's ability to open doors when it comes to speaker pitching and placement.
• For Agency pros in this market, you are probably looking at upwards of $80 to $100 per hour or @ $300+ per speech, at least; probably $50 for research or junior pro hourly rate for anything PR related.
• Freelancers or single practitioners will likely be the cheapest, but consider if you want to talk to anyone who would charge anything less than $50/hour. After all, inside or outside the company, this person is going to be "representing" your interests. So you want to command a certain level of maturity and professionalism when communicating with the prospects (add to that, the savvy and self-control when overcoming objections and/or skepticism to book your speaker).

Some things to think about:

1. Consider requesting bids or estimate on a bundled or "project" basis, not hourly.
2. Or, permit a certain fee for background/research to familiarize the booker not only on your company but the various issues to be addressed and the biography of the person who'll be speaking. There's no use paying for this "research" over & over again, especially if the subject & speaker remain essentially the same.
3. On a project basis, the incentive is there for the practitioner (or Agency) to be effective & efficient (not to mention successful) - therefore "quick" - in booking your speaker because the faster they do it, the more they think they "made profit" on the deal. You benefit from not paying an endless trickle of hourly billing portions for failed or low-booking rates.

OEA would recommend stretching the usefulness of the Speaker's Bureau by:

• Including tactics such as pitching business publications on your speaking engagement or the topic, adapting the speech for publication as Op-Eds, Guest Columns, or "My Turn" articles or Letters to the Editor
• Not to mention ways to leverage the speech further using your Web site, e-newsletters, even print pieces and advertisements.

If you appreciate this kind of thinking and would like to put O'Brien et al to work on establishing -- or fine tuning -- you company's Speaker's Bureau, give us a call or send an email.

- posted by MediaObserver @ 11:11 AM 0 comments

 
FOR IMMEDIATE RELEASE: April 18, 2005
Contact: Mia Wingfield 757.422.3231


O’BRIEN ET AL ANNOUNCES NEW PR CLIENTS
Strong Activity Marks First Quarter

(Virginia Beach, Virginia) – O’Brien et al, a leading integrated marketing firm in Hampton Roads, announced the addition of several new client engagements and successful project launches during the first quarter of 2005.

O’Brien et al. has entered new engagements with three Bonefish Grill restaurants opening in Hampton Roads, as well as Rudee Tours in Virginia Beach. In addition, O’Brien et al has been contracted to conduct national media relations for the Mudhoney benefit concert for Chrysler Museum of Art on April 22.

About O’Brien et al. Advertising

O’Brien et al. Advertising is a leading advertising and public relations firm based in Virginia Beach, Virginia. The agency provides strategic planning, brand positioning, market research, media planning and placement, public relations, Web design, marketing and creative services.
- posted by MediaObserver @ 8:04 AM 0 comments

 
Press Releases aren't written for you.
News Releases (a.k.a. “press release”)

Many journalists see this seemingly innocent page (or two) of paper as the bane of their existence. Which is unfortunate, because news releases are actually a fundamental part of any PR program. The problem isn’t the release – in-and-of-itself. Mostly, it’s the information (or lack thereof) contained in the release and the way that information is worded.

News (press) releases basically come in two (usually mutually exclusive) varieties:
One will please someone’s boss
One will get used by the news media

The question is….which one do you want?

What good is it if the press release is written with loving superlatives and portrays the company or client with platitudes and CAPITALIZED Job Titles, but doesn’t generate action by the news industry?

At O’Brien et al, our policy is that the audience for a press release is the working journalist or broadcaster – NOT the client we write the release for. (Yes, we know that’s not “good English” but you get the point.) This policy is reflected the way our PR professionals write, time or deliver the release.

We depend on the client to ensure that the information we use is factual and that the presentation is accurate; the client depends on us to get the word out. The client is the subject matter expert of their business; we’re the subject matter experts on the news process and the journalists with which we work.

The client knows what makes his widget the best, OEA knows what the media needs to do their job. We’re more successful when this rule is honored by everyone.

O’Brien et al will issue news releases when circumstances warrant (i.e. when we have “news” to share):
announcing a truly important or significant change
revealing something new or different
responding to a trend or development
reporting the results of some action or activity
explaining a position, policy or decision

But sometimes, we won’t write a release.

It’s not because we’re lazy. Not because we can’t type. Not because we’re shy. Sometimes, you simply don’t need one. That’s what we’re paid to do: know when to do something and when not to.
- posted by MediaObserver @ 7:56 AM 0 comments