When Your PR Spokesperson Becomes a Moster

Unfortunately, public relations people aren’t always allowed to choose a client’s mouthpiece. So what do you do when your spokesperson goes rogue on you? When, despite all the training and rehearsals, they get in the hot seat and screw the pooch?

That’s exactly what happened to me recently. Four years ago, when I first began working with this individual, we chose him as the client spokesperson because he was the founder of a small nonprofit that one of my clients wanted to support.

At that time, the organization had very little media attention. If anything, they had mostly localized coverage. Now, however, they were involved with a major corporation on a very high-profile project with the full backing of corporate management and a top-tier public relations agency.

It wasn’t long before the publicity hits started to roll in. Our agency secured interviews with leading national newspapers, network morning shows and national radio outlets. Early on, however, I noticed there might be a problem.

In one instance, while at CNN in New York, my spokesperson wandered off while I was in the restroom and began introducing himself to on-air talent as he walked down the hallways and uninvited into their offices. Needless to say, I was mortified. After explaining to him that this was improper protocol, I was confident he had quickly gotten the message. (I’m not exactly what one would call subtle.) But this didn’t stop him from asking for autographs or having his picture taken with the hosts of the show.

Nor did it stop him from asking for business cards from the producers, whom I later learned he would call and e-mail incessantly asking for (and in some cases, demanding) more coverage.

I been doing this for 30 years, and this isn’t the first time I’ve seen a spokesman go rogue. In this case, it went from mission to monster as he began believing in his own PR-created celebrity (giving new dimension to the phrase “legend in his own mind”). Because the charity had a wonderful mission and the media were eager to help with that mission, he assumed they were eager to befriend him as well. What he failed to grasp was that in truth he was just one story among many.

This was a classic case of a spokesperson whose heart was initially in the right place, but who ultimately let his own narcissism take over.

The dilemma lies in the fact that, in booking these media appearances, my agency has its own reputation to maintain. In fact, we often secure these appearances because of our relationships and reputation for being professional. We started getting angry calls from producers and reporters who felt our spokesperson was becoming a “stalker.” While we made many attempts to explain that it was our role to broker any appearances, the spokesperson seemed to think that these were his buddies, and that he had every right to try to broker deals himself.

So, how does one resolve the issue? In a case like this, your hands can be tied behind your back. As the agency, you have to decide if this is someone you want to hitch your wagon to in the future. Or you can have a frank discussion that he will actually “hear” or even entertain other options in terms of spokespeople.

Sometimes it’s easier when the spokesperson is a hired gun, because you can replace him. When it’s the founder of the charity, and their heart is in the right place but their mouth isn’t, it can be a lot tougher. In that case, you may have to bring in someone from their inner circle to help open their eyes to the issue at hand. Then again, their ego may be too insurmountable for that tactic to work.

In talking to other public relations professionals, I realize that I’m not alone in having dealt with a difficult spokesperson or two (or ten). So I invite you to share your story of your most difficult spokesperson. What did you experience and how did you deal with it?

Perhaps it will teach those who are newer in the profession that this is par for the course, and will also give lend some insight into how to handle the situation should they ever have to confront it.

Such was the case when Rupert Murdoch supposedly entered the Twitterverse on New Year’s Day.   His wife, Wendy Deng, quickly followed with her own account and a communications sitcom was born.  After all, it wasn’t really Wendy, but an impersonator! Best yet, it probably wasn’t Rupert either.

Rupert Murdoch and Wife Wendy Deng

For two days, News Corp. not only allowed the falseTwitter account from someone claiming to be Wendi Deng, the wife of its chairman and chief executive, to go unchallenged, Rupert and Wendy actually tweeted to one another.  Clearly, if Murdoch were at the Tweet helm, he may have suspected his wife wasn’t on the other end of the coffee can, but how would the person tweeting on his behalf know that?

Although the account was acknowledged by its author as a fake this week, it already had operated for days with Twitter’s signature blue check of authenticity – raising serious questions about the social media platform’s usually bulletproof verification process.

While the entire episode is somewhat comical, it does open the door for serious analysis in regard to the implications for companies like News Corp. when an employee or another third party impersonates company spokespeople, executives or family members.

The spoof maintained credibility because a News Corp. spokesperson told journalists that the Wendi Deng Twitter account was authentic. Those confirmations were subsequently withdrawn and a hapless PR grunt told reports that the confirmation was “unintentional and mistaken.” How embarrassing.

What this spoof teaches us is that when someone masquerades as someone else connected to, or from, a major corporation, it could get serious.

As we begin a new year, ask yourself “do I have my social media operations in order?” For corporate communicators, this means having clearly defined and written policies concerning the rules by which employees or third parties representing you participate in social media. It also means developing an “early warning system” for suspicious online behavior by someone else that might impact your business.

Different social media channels have proper and improper uses. So pay attention. Ensure your business integrity by stopping impostors from successfully impersonating you, your CEO or anyone associated with your company.  You can’t completely prevent stuff like this, but you can be faster than News Corp. in being aware of spotting bogus postings.

Misrepresentations can hurt a reputation as well as cost a business money.  Even worse, they can make your CEO look foolish.  Right, Rupert?

It seems pretty clear to just about everyone that home improvement giant Lowe’s made a huge public relations gaff in its recent decision to pull advertising from the show “All-American Muslim” on TLC.The more interesting story may be how and why Lowe’s made such a dumb mistake.

Lowe’s came under pressure from a group called the Florida Family Association, which doesn’t like the show because, I guess, they think the show portrays Muslims (at least the ones on the show) as normal people and not as crazed jihadists out to destroy America.

It’s certainly not new that people with a political ax to grind might try to eradicate support for the people they’re out to get. So if that support comes in the form of advertising dollars, they try to pressure the advertisers to drop support. It doesn’t work very often, usually because advertisers rightly recognize that the investment of advertising dollars pays off, and a small, but vocal interest group that threatens a “boycott” or whatever will either be seen for what it is or be a blip on the media radar.

In this case, FFA won a battle by persuading Lowe’s to pull its ads from All-American Muslim, but I wonder if it hasn’t lost the war – not only for itself, but for all interest groups who attempt to use this tactic.

Before this happened, I doubt many people even thought about the fact that Lowe’s advertised on the show – at least to the extent that they may have considered the social or political implications. A few people in Florida may have been upset about it, but I doubt many other people cared one way or the other.

However,  once Lowe’s dropped the ads, everyone became aware of it, and not in a way that reflects positively on Lowe’s corporate reputation. Rather than just getting complaints from one group of cranks, Lowe’s is now catching heat from all over the place.

The lesson: You probably bring more trouble on yourself by pulling your ads from a show like this than if you just keep running them…especially when you claim you support diversity.

The next time a group like FFA tries to pressure some company to pull its ads in a similar situation, don’t you think that company will be aware of what happened to Lowe’s? Don’t you think they’ll realize they don’t need to invite the same kind of heat? It’s surprising that Lowe’s would make such a boneheaded public relations move, but it happens. Maybe the FFA got ahold of someone internally who was sympathetic to their agenda. Maybe they just caught someone on a bad day, and that person panicked without thinking through the big picture. Clearly, the company’s leadership needs a wake up call and a set of….good PR consultants.

It’s clear now that if Lowe’s had just ignored FFA, it would have bought itself much less trouble than it has now. I hope Lowe’s won’t cave into to pressure like that again, but in an era where news moves fast and companies often react instead of think, I wouldn’t be surprised if it happens again.

AMERICANS CAN SUPPORT THE EFFORT WITH SPECIAL $50 FOR $5 FUNDRAISER

Troops Truly Enjoy a Taste of Home from UNO and Pizzas4Patriots

Many Americans may have grown weary of the lengthy conflicts overseas, but UNO^® (www.unos.com) and non-profit organization Pizzas 4 Patriots [P4P] hope to encourage people to continue to remember our troops still stationed in Afghanistan this holiday season with a unique “$5 for $50” fundraiser. The money raised will enable P4P to dish out 10,000 pizzas to U.S. service men and women in Afghanistan on America’s largest pizza eating day of the year – Super Bowl Sunday.  During the month of December, guests can purchase a coupon book for $5 and receive $50 in coupon savings, all for a great cause, but the opportunity will end on January 1^st. Utopia is pleased to offer our public relations support for this effort!

“With the passing of time, some Americans have shifted their attention from the conflicts thousands of miles away, but our troops are still there and we never, ever want to forget them,” said Frank Guidara, CEO, Uno Chicago Grill and veteran.  “Uno can show its appreciation by sending them a taste from home, namely a deep-dish pizza.  And we know it means a great deal to the troops – especially those that are in forward positions without the comforts of home available to them.”

UNO has supported Pizzas4Patriots in shipping over 50,000 pizzas to our troops at various times of the year since 2009. (That translates to over 400,000 slices served to more than 200,000 soldiers).  As in past years, the pizzas will be delivered by DHL (www.dhl-usa.com), the world’s leading international logistics company.

OPERATION PIZZA BOWL is an effort conceived by Retired Air Force Master Sergeant Mark Evans and his teenage son Kent (of Elk Grove, IL), and has provided pizza to thousands of service men and women at bases throughout the world.

“We’re thrilled to continue partnering with Uno to provide our troops in Afghanistan with delicious deep-dish pizza in time for the SuperBowl,” said Evans.  “For many of our troops, the winter can be long and hard over there, and they look forward to the best football game of the season.  Helping them to enjoy it with Uno’s deep dish pizza a great way for us to say ‘thank you,’  and  Uno customers  get a double win because they can treat themselves to their favorite Uno dishes at considerable savings.”

“Uno has made support of our troops – active or retired – and their families a consistent focus, whether donating pizzas to local VA Hospitals, offering  major discounts for Military Appreciation weeks or helping to raise funds for organizations that support our men and women in uniform,” noted Guidara.  “We want to reach every soldier down to ‘the last person’ and let them know how thankful we are.”

To receive updates on UNO’s military efforts, or to enjoy exclusive special offers and information about menu items and happenings at UNO, join UNO Insider’s Club by visiting www.unos.com. To obtain a coupon book, visit your local UNO location during the month of December. Coupons are valid as of January 2nd, 2012.

About Pizzas4Patriots:

Pizzas4Patriots is a non-profit organization with the mission of making a positive difference in the lives of our service men and women. We proudly support those patriots presently serving, as well as our wounded Veterans. It is our goal to provide our Armed Forces with these special gifts from home. We have been fortunate to receive donations, ranging from financial to products and services, from individuals, families, corporations, and other organizations, all wanting to show appreciation for the sacrifice of our brave troops. Our goal is to bring a little bit of home to the troops, and show them that they are supported by the country and residents who enjoy the freedoms that they provide for us. For more information on our programs, please visit:  www.Pizzas4Patriots.com.

ABOUT UNO:

Based in Boston, Massachusetts, Uno Restaurant Holdings Corporation includes 156 company-owned and franchised restaurants located in 24 states, the District of Columbia, Puerto Rico, South Korea, the United Arab Emirates, Honduras, Kuwait and Saudi Arabia. The Company also operates a fast casual concept called Uno Dué Go, a quick service concept called Uno Express and Uno Foods, a consumer packaged foods business which supplies airlines, movie theaters, hotels, airports, travel plazas, schools and supermarkets with both frozen and refrigerated private-label foods and Uno branded products. For more information, visit www.unos.com.

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But in the court of public opinion, you have to wonder if that factual distinction will matter. And I bet Hershey executives are wondering the same thing. If they’re not, they should be.

The school’s decision seems a throwback to late-1980s thinking about HIV, when it was commonly believed that you could be at risk of infection merely by brushing up against someone, or by using the same shower. We know better now, and you’d think that a school whose mission is to accept those that others in society have rejected would be among the first to practice acceptance and make accommodations.

The Hershey School is not changing its position, however, insisting that its action is out of concern for the safety of its other students. It may sincerely believe that, but that thinking is certainly not where the general public is with respect to HIV.

So far the coverage of this story has been limited. If it gains legs, it might present a tricky conundrum for the chocolate company. I’m sure Hershey executives would prefer to say nothing, lest they be seen to publicly dissociate themselves from the school that bears their founder’s name. But if consumers conclude on a large scale that Hershey is engaging in discrimination – if the company starts to face consequences such as a boycott – it might feel pressure to set the record straight.

If they do, my advice would be that they shouldn’t say much. A simple statement that the two organizations are separate, and that questions should be directed to the Milton Hershey School, would probably suffice.

The company might also want to make clear that it doesn’t engage in discrimination, although by saying that, it might create a media inference that the chocolate company is accusing the school of doing so. That could become a bigger media story than the act of discrimination itself: “Two Hersheys in public war!”

Hershey sells a lot of chocolate, and would surely do so even during a brief and misdirected boycott. A short statement of dissociation would set the record straight if it becomes necessary. Otherwise Hershey should let the Milton Hershey School do the heavy lifting in dealing with the problem it created.

Seriously, are these folks living under a rock? Do they not get schooled on ethics? Moreover, do they not read their local newspapers? The rest of the world…both public and private…are starting to see their benefits either reduced or are required to contribute more to keep them.

What was laughable was the comment by Judge Paul Depascale of Hudson County.  According to the article that ran in the 10/25 edition of the Asbury Park Press, he argued that:

The increased costs for benefits he would have to bear under the reforms would be an unconstitutional lowering of his pay.  DePascale based his argument on a sentence in the constitution which declares that a judge’s salary cannot be diminished during his or her term.

Here is where the thinking is fundamentally flawed…benefits are part of your salary.  In fact, as the owner of a subchapter S corporation in the state of NJ, I cannot deduct my healthcare premiums because they are considered “income.”  I wonder if, as a state employee, the good Judge has to include his overall healthcare benefits as income…probably not.

The bottom line here is that the foxes are ruling the henhouse.  Other state employees don’t have the option of ruling in their own favor when it comes to salary and benefit cuts, so why should judges?  Ethically speaking, this smells rotten.

To Include First Annual One-Mile Youth Run

Proceeds to Benefit Lt. Dennis W. Zilinski II Memorial Fund

Red Bank & Holmdel, NJ  — The sixth annual Lt. Dennis W. Zilinski II Memorial 3.5-mile run and 2.0 mile walk is slated for Sunday, November 13, 2011 (rain or shine) at the PNC Bank Arts Center in Holmdel, NJ.  Race registration begins at 7:45 AM, followed by an opening ceremony at 8:50 AM, and the start of the race is slated for 10:00 AM.

The Foundation is also very excited to introduce the first annual one-mile youth Run for Dennis for ages 8-15.  Experienced 15-year-olds are invited to participate in the adult run.

All proceeds will benefit the Lt. Dennis W. Zilinski II Memorial Fund, which sponsors programs for injured soldiers and scholarships for students attending Christian Brother’s Academy in Lincroft, NJ.

Participants can now also join in a run clinic to be held at RoadRunner Sports, 490 Broad Street, Shrewsbury, NJ on Wednesday, October 26^th from 6-8:00 PM.  There will also be a race package pickup at RoadRunner Sports scheduled for November 9 from 5-8 PM.  Participants will be able to pick up their bibs and shirts prior to the day of the race.

Funds raised by over 1,200 participants and generous corporate and individual sponsors in 2010 were donated to: The Fisher House Inc.; Underwater Warriors, Inc.; Troopers Assisting Troops; Specialist Brendan Marrocco; Thomas Jerome House; LCpl. Colin Pascik; WIA Hunt; Cpl. Rory Hamil; New Jersey’s Run For the Fallen; Gold Star Mom Florence McSween; Wife of Staff Sgt. Jeremy Katzenberger, killed in action June 14, 2011, and PFC Derek McConnell and his mother. In addition, boxes of supplies have been provided to troops serving in Afghanistan and Iraq.

Different sponsorship levels and registration information for this year’s event can be found at www.runwithdennis.org or by emailing runwithdennis@yahoo.com.  Cash donations, as well as in-kind sponsorships for items such as water, beverages, fruit, printing, banners, etc. are needed.  Sponsorships must be received by October 31 for print recognition.

This year’s sponsors include: Randy and Maureen MacDonald, Investors Savings Bank, Sons of Ireland, Timothy 6:17 Foundation, PricewaterhouseCoopers, The Dardin Fund, Howell Township PBA, Ancient Order of Hibernians, and the Tort Family.

About the Lt. Dennis W. Zilinski II Memorial Fund:

The Lt. Dennis W. Zilinski, II Memorial was created and founded in 2006 in order to honor Lt. Zilinski’s memory and spirit for life.  All proceeds raised on behalf of the fund are used to support programs that assist our wounded soldiers and their families, and to provide scholarships in Dennis’ name to his alma mater, Christian Brothers Academy.  The Fund strives to improve the morale and welfare of members of the United States Armed Forces and their families and provides scholarships that invest in the future of high school students who embody the leadership qualities and community spirit of Lt. Zilinski.

For more information including sponsorship opportunities and race registration please visit: www.runwithdennis.org.

Additional donations may be sent to: Lt. Dennis W. Zilinski Memorial Fund, PO Box 35, Holmdel, NJ 07733.

Joseph L. Pritchard vice president of residential treatment centers and acting executive director of Endeavor House, Keyport, NJ.

Keyport, NJ & Pittsburgh, PA (October 20, 2011) — Pinnacle Treatment Centers, a NJ/PA provider of both drug free inpatient/outpatient treatment and medically-assisted treatment and counseling for drug addiction, names Joseph L. Pritchard vice president of residential treatment centers and acting executive director of Endeavor House, Keyport, NJ effective October 31.

Formerly vice president of Midwest operations for CRC Health Group, Inc., Mr. Pritchard was responsible for 21 clinics and residential treatment programs in 11 states representing over 16,000 patients, 900 employees and $110 million in revenue and $44 million in EBITDA.

Headquartered in Pittsburgh, PA, Pinnacle Treatment Centers is comprised of eight medically assisted treatment clinics in Pennsylvania, five in New Jersey and one multi-site, drug-free inpatient/outpatient treatment facility in New Jersey.  The company has achieved double-digit growth since its inception in 2006 and is on track to develop three additional outpatient clinics and acquire a residential center in the coming year.

“Joe’s extensive expertise in managing both drug-free and medically-assisted treatment centers and clinics, as well as his proven ability to work in a rapidly expanding healthcare organization make him an ideal addition to Pinnacle,” notes Ken Kessler, MD and CEO of Pinnacle Treatment Centers.

During his tenure at CRC Health Group, Mr. Pritchard worked to take multiple companies (through acquisition) and integrate them into one quality operating system, which ultimately led to a 28 percent year-over-year growth in revenue.

“Our two-fold model of providing comprehensive treatment solutions for addiction, combined with our aggressive strategic growth plan, will give Joe the perfect opportunity to put his skills to good use,” said Kessler.

About Pinnacle Treatment Centers

Based in Pittsburgh, Pennsylvania, Pinnacle Treatment Centers began in 2006 with the acquisition of four treatment centers in Pittsburgh and Johnstown, Pennsylvania. Early in 2008, Pinnacle added three more facilities in New Jersey. Early in 2011, Pinnacle added Endeavor House Residential Treatment Center and outpatient counseling facilities in New Jersey. Pinnacle is one of only a few organizations that offer both drug-free and medically-assisted treatment and counseling for drug addiction to more than 10,000 adults at their 17 facilities.

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While the tactic is far from new, it’s a different world.  And, while it may be fun to fool consumers over a cup of coffee, attempting to pull the wool over the eyes of food bloggers is trickier and fraught with consequences.  While Ketchum clearly got a black eye for the ethical lapse, a bigger lesson to be learned is how the tactic backfired on the client and its intended messaging.

What surprised me however is that it happened to Ketchum.  It’s a firm that I have a very high regard for and that has set the standard for ethics in the public relations industry.  After the Armstrong Williams debacle, the firm instituted a rigorous ethics training module it gives to all employees on an annualized basis, and CEO Ray Kotcher has been a strong advocate for ethics in our industry.

Clearly, someone took their eye off the ethics ball.  The question is how?  As far as I know, Ketchum has training in place and a good reporting procedure for perceived ethical lapses.  This is a fairly large client and a program that was to last five days…the fact that no-one on the account team saw a red flag is surprising.  Perhaps it’s not just the agency personnel who need the training, but clients as well.  If that were the case, perhaps the client would have caught it before the lasagna hit the pan.