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1,000Services & Products Jancover:Layout 1 1/3/12 11:42 AM Page 1 JEWISH LEADERS DECRY ‘UNFAIR’ U.S.& IRAN WAGE MEDIA TREATMENT: PG. 8 PR WAR: PG. 9 O’DWYER’S Communications & new media Jan. 2012 I Vol. 26 No. 1 SERVICES IN 60 CATEGORIES 1,000 & PRODUCTS FOR THE PR INDUSTRY BROADCAST MONITORING, SPEECH TRAINING, PRESS RELEASE DISTRIBUTION, CLIPPING SERVICES,RADIO,VIDEO,TVPRODUCTION,COPYWRITERS,PRINTING,PUBLICSERV- ICEANNOUNCEMENTS,MEDIAMONITORING,NEWSWIRES,MEDIATOURS,GRAPHICSERV- ICES, WEBCASTING, SOCIAL MEDIA & SATELLITE SERVICES. STARTSONPG.53 2012 BUYER’S GUIDE SPECIAL ISSUE: CRISIS COMMUNICATIONS TOP PR BLUNDERS WHAT PENN STATE CAN TEACH PG. 10 OF 2011 PG. 20 US ABOUT CRISIS THE PROBLEM WITH CRISIS COMMUNICATIONS PG. 16 DON’T TWEET YOURSELF INTO A MANAGING A SOCIAL CRISIS CORNER PG. 22 PG. 18 MEDIA CRISIS THE (PAINFUL) ART OF PUBLIC SPEAKING PG. 24 ONLINE REPUTATION January 2012 | www.odwyerpr.com PG. 28 MANAGEMENT PROFILES OF CRISIS COMMUNICATIONS PR FIRMS: PG. 34 Janmagazine:Layout 1 12/22/11 5:27 PM Page 2 Janmagazine:Layout 1 12/22/11 5:27 PM Page 3 Janmagazine:Layout 1 12/22/11 5:27 PM Page 4 Vol. 26, No. 1 January 2012 EDITORIAL DON’T TWEET YOUR CRISIS Weren’t we supposed to be out of the woods by now? INTO A CORNER Social media has improved response JEWISH LEADERS SEEK ‘FAIR’ 6 22 time, but sometimes it can actually MEDIA TREATMENT worsen a situation. A panel of Jewish leaders claim they THE PAINFUL ART OF are being unfairly ostracized in the media.8 PUBLIC SPEAKING Public speaking continues to rank as U.S., IRAN WAGE PR WAR 24 one of Americans’ top fears. The U.S. is on the attack after Iran released a video of a U.S. intelli- 9 PEOPLE IN PR gence drone shot down in the country. 10 PENN STATE, HERMAN 25 HOW INACTION MAKES A www.odwyerpr.com CAIN TOP 2011 BLUNDERS CRISIS WORSE Daily, up-to-the minute PR news Michael Fineman discusses the top 26 Communicators should learn to engage PR bloopers of 2011. 10 at a moment’s notice. THE NEW CRISIS: ONLINE 2011, THE YEAR IN REVIEW REP. MANAGEMENT A recap of the biggest stories in PR from 2011. 28 A rise in threats to online reputation 12 has rendered many of the communi- DON’T DUCK AND COVER cations approaches obsolete. WHEN CRISIS HITS ECONOMICS KEY FOR When crisis hits, clients can’t give in 14 POLITICAL PR IN 2012 to their impulse to dodge the issue at hand. 30 A few tips for PR pros representing a WRITER, PR LEADER JOHN candidate for public office. BUDD DIES AT 88 CURATION SERVICES YOUR PR pro and Observations publisher is 15 AGENCY SHOULD OFFER remembered as an industry leader. 32 More marketers are putting money THE PROBLEM WITH CRISIS behind content marketing programs. COMMUNICATIONS TODAY PROFILES OF CRISIS Crisis pros should be concerned with what we can’t manage, instead of what16 we can. COMMUNICATIONS FIRMS 34 EDITORIAL CALENDAR 2012 VIEWERS SAY “BAH HUM- WASHINGTON REPORT BUG” TO BEST BUY ADS January: Crisis Comms/Buyer’s Guide A series of Best Buy holiday ads has 50 February: Environmental & P.A. some shoppers seeing red. 17 COLUMNS March: Food & Beverage MANAGING A SOCIAL April: Broadcast Media Services MEDIA CRISIS A few working principles to prevent PROFESSIONAL DEVELOPMENT May: PR Firm Rankings a social media-induced crisis. 18 46 Fraser Seitel June: Global & Multicultural A POSTGAME PLAN FOR FINANCIAL MANAGEMENT July: Travel & Tourism Richard Goldstein CRISIS COMMUNICATIONS 47 August: Financial/I.R. University administrators should OPINION update their crisis playbooks in the wake20 of September: Beauty & Fashion 48 Jack O’Dwyer the Penn State and Syracuse scandals. October: Healthcare & Medical CPJ FETES JOURNALISM, November: High-Tech DAN RATHER 2012 PR BUYER’S GUIDE A banquet by the Committee to Protect December: Entertainment & Sports Journalists discussed the state of the industry.21 53 ADVERTISERS Atomic....................................................5 KEF Media.............................................3 Omega World Travel............................39 Cone Communications........................17 Log-On.................................................37 Ruder Finn...........................................33 Sard Verbinnen & Co...........................19 EurekAlert!...........................................31 MSLGroup.............................................7 Shoot Publicity.....................................29 Gourvitz...............................................27 NAPS.............................INSIDE COVER Sloane & Company................................9 Johns Hopkins University.....................32 Nicolazzo & Associates, Inc.................15 TV Access............................................49 Kaplow.................................................13 Ogilvy...............................BACK COVER West Virginia University.......................23 O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mail- ing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. Janmagazine:Layout 1 12/22/11 5:27 PM Page 5 O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mail- ing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. Janmagazine:Layout 1 12/22/11 5:27 PM Page 6 EDITORIAL Weren’t we supposed to be out of the woods by now? m I the only one who had a good year? Looking back, 2011 resembles some- EDITOR-IN-CHIEF thing like a nightmare without any hint of meaningful symbolism, the kind of Jack O’Dwyer Afever dream one gets after ingesting too much cheap cough syrup. [email protected] There was an ongoing recession, increased debt, historic global political unrest, layoffs, a plummeting dollar, wars, earthquakes, the resurgence of a protest culture ASSOCIATE PUBLISHER not seen since the Civil Rights era, the Presidential signage of a bill that can indef- Kevin McCauley initely detain civilians without trial, a Congress so ensnared in months-long deficit [email protected] standoffs that our currency is downgraded, and political theatre embarrassing enough to substitute for re-runs on “America’s Funniest Home Videos.” Am I miss- EDITOR Jon Gingerich ing anything? Even third-world dictators — typically an embodiment of the [email protected] untouchable — had a historically awful year in 2011. It’s funny in a way. In 2008, every financial expert I spoke with said we’d be out SENIOR EDITOR of the financial doldrums by 2011 — maybe 2012 at the latest. Now the consensus Greg Hazley is we’ll be here a lot longer — maybe indefinitely. Look, it’s been 11 years since [email protected] we’ve had a balanced budget. I think it’s time to finally accept the fact that the world we live in is a different place. CONTRIBUTING EDITORS What’s worse, the division, corrosion and indecision that plagues our political cli- John O’Dwyer Fraser Seitel mate is no longer seen as symptoms of a temporary stagnation, but has now been Richard Goldstein accepted as its salient traits. We’ve moved from what was once seen as a perceived dip in the road to embrace an all-encompassing culture of abject disillusionment. We’ve been so divisive for so long we now think stalling bills that everyone admits ADVERTISING SALES aid working families is somehow a good game plan for getting what you want later, John O’Dwyer or that holding the economy hostage simply because you don’t like the man running Advertising Sales Manager the house is sensible policy. As a result, 2011 has ended with a confusing role rever- [email protected] sal that would carry hilarious poetic force if it wasn’t so sad. Obama is now the one Jack Fogarty who wants to cut taxes, and House Republicans are the ones voting down payroll tax National Advertising Representative cuts for the middle class. The entire back-and-forth reminds me of petulant children [email protected] who scream “no” for every adult “yes,” until, when the adult says “no,” the hood- winked child retorts with a reflexive “yes” before commencing with a screaming tantrum. O’Dwyer’s is published monthly for $60.00 No one’s happy with the current leadership we have. And for the first time in a year ($7.00 for a single issue) by the recent memory, no one’s happy with the current line-up of prospective replacements J.R. O’Dwyer Co., Inc., either. We find ourselves at a political stalemate, where the only thing we can agree 271 Madison Ave., New York, NY 10016. on is the fact that we can’t agree — and that we aren’t happy with the way things (212) 679-2471 are. This isn’t just a policy problem. Our collective disunion from compromise and Fax (212) 683-2750. common sense has evolved into a comprehensive cultural paroxysm. The American conversation remains at, conservatively, an eight-grade level. Our food of choice is © Copyright 2011 celebrity infidelities, Charlie Sheen, pervert politicians, the authenticity of the J.R. O’Dwyer Co., Inc. President’s birth certificate (yes, still) or “The War on Christmas,” because, to put it bluntly, we require some sedative to forget how utterly insufferable we have OTHER PUBLICATIONS & become. Is it any wonder reality TV — the lowest bastion of entertainment aside SERVICES: from hitting yourself with a hammer — is now the de facto network export? Is it any www.odwyerpr.com breaking news, wonder our media have now found more success editorializing the opinions of their commentary, useful databases and more.
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