PRSA local update IV: Giving back to the profession I. Sandra Brodnicki, APR, with Brodnicki Public Relations contributed her two cents on measuring
communication strategy in the new PR Measurement Guidebook (Vol. 7), published
in October by PR News Press. Her overview piece “Identifying Roadblocks Key to Defining Objectives, Success” asserts that communicators should develop a process to assess an organization’s goals and identify challenges to successful communication strategy. Friends
and colleagues of contributors get $50 off the cover price for each guidebook
order placed. Go
here and enter code PMCONTRIB13 when checking out to receive the reduced rate.
PRSA local update V: Giving back to the profession II. Margaret Ritsch, APR, led a Faculty Toolkit webinar for the American Advertising Federation in
October on “Learning by Doing: Starting an AD/PR Agency on Your Campus.” She collaborated with an Abilene Christian University professor, Joyce Haley. Ritsch also participated in a panel discussion about student agencies at the
Educators Academy of the PRSA International Conference in Philadelphia.
PRSA local update VI: This Month in PR/Marketing History (by Jeff Rodriguez). If only they hadn’t done it. On Nov. 20, 2006, News Corp., owner of the Fox Broadcasting Co., admitted it was guilty — of extremely bad judgment. Earlier in the month, Regan Books, a subsidiary of
News Corp., had announced plans to publish “If I Did It,” O.J. Simpson’s attempt to explain that although he did not murder his wife and her suspected
lover, if he had, this is how. Imagine a cross between Agatha Christie and, say, “Helter Skelter.”
Adding to the entertainment value, Regan said it would promote the book via an
exclusive interview with O.J., to be erred (aired) on Fox under the longer,
more incendiary title “O.J. Simpson: If I Did It, Here’s How It Happened.” The interview was to air in two parts, Nov. 27 and 29, to coincide with the
book release and as a nice way to kick off the traditional family holiday
programming season.
Then the spoilsports got involved. The day after the announcement, the web site
ojbookboycott.com appeared, and protests sprang up overseas. The president of
the American Association of Publishers termed the whole circus “sickening.” More than 58,000 people visited dontpayoj.com to sign a petition. Borders and
Waldenbooks (remember them?) said they would donate any profits from sales to
organizations supporting victims of domestic violence, while many independent
bookstores simply refused to carry the book. Even some Fox affiliates expressed
concern that the content might be in poor taste (no!) and, inserted alongside “Big Brother” and “Fat Actress,” would cheapen Fox programming.
At the center of the controversy was Judith Regan, editor of Regan Books and a superstar in the publishing world. She had worked
with several regarded authors, and New York Magazine declared her “hands down, the most successful editor in the book business.” Yeah, but could she do PR?
On Nov. 16 Regan issued a statement that she herself had been a battered woman
and that publishing the book was an attempt at closure. “The men who lied and cheated and beat me — they were all there in the room. And the people who denied it, they were there,
too. And though it might sound a little strange, Nicole (Simpson) and Ron (Goldman) were in my heart. And for them I wanted him (Simpson) to confess his sins, do
penance, and to amend his life.”
Penance shmenance, preorders had shot the book into Amazon’s top 20. Still, reflecting the Irish phrase “too much bad pub,” the project was doomed. In the cancellation release News Corp. CEO Rupert Murdoch acknowledged that this was a bad idea and apologized for any pain and suffering
it caused. As further gestures of compassion, Murdoch had the book’s 400,000 copies recalled, then he fired Regan.
After the controversy subsided, the book surfaced the next year when another
agent bought the rights and released it with a new title, “Confessions of the Killer.” Some of the proceeds benefit the foundation of Ron Goldman.
Regan continued her career as a publisher, editor, producer and talk show host.
She also sued News Corp. for defamation and wrongful dismissal and received a
reported $25 million. Now that’s good public relations.
PRSA local update VII: There’s a difference between a PR placement and an integration. Lynn Brown, former vice president of communications and community relations at Waste
Management, will share at the PRSA Dallas meeting Thursday, Nov. 14, how she
placed and integrated her brands into the entertainment industry for shows such
as “Project Runway,” “Undercover Boss” and “The Pitch.” Info here.
