Aprilmagazine_Layout 1 4/1/13 11:14 AM Page 1 Communications & new media April 2013 I Vol. 27 No. 4 April 2013 | www.odwyerpr.com Aprilmagazine_Layout 1 4/1/13 11:14 AM Page 2 Aprilmagazine_Layout 1 4/1/13 11:14 AM Page 3 Aprilmagazine_Layout 1 4/1/13 11:15 AM Page 4 Vol. 27, No. 4 April 2013 EDITORIAL PROFILES OF SOCIAL MEDIA Time to rethink PR’s economic recovery. 20PR FIRMS COMPANIES WITH POLITICAL, 6 ARE AUTO COMPANIES SOCIAL STANCES RISK IMAGE GOING TO KILL CAR RADIO? A study of corporate perception Rumors are circulating that U.S. auto found that companies viewed as political-8 28manufacturers have discussed the possibility of ly moderate are treated more favorably. phasing out a.m. and f.m. radio from cars. SURVEY: GOOD TIMES HOW TO MAKE B-ROLL AND ROLLING FOR M&A INTERVIEWS FOR TV NEWS Confidence, as well as economic Pitching interviews for the morning optimism, are key factors driving record9 29news begins with knowing what TV stations expectations in M&A. need to get interviews and on-air video. THE EVOLVING ROLE OF THE NEW BROADCAST CHIEF DIGITAL OFFICE STRATEGIES FOR PROS More agencies are utilizing a Chief 30 Radio and TV coverage results from Digital Officer, because the industry10 needs selecting powerful voices and positioning them now more than ever. desired coverage on local and national stages. LIVE STREAMING FOR www.odwyerpr.com FIVE STORYTELLING TIPS PUBLIC RELATIONS Daily, up-to-the minute PR news FOR SUCCESS Broadcasting video over the Consumers engage with brands 12 31Internet has changed the face of PR. when they encounter narrative arcs, in Cameras and cell phones makes everyone places where engagement is just a hop, a video producer. Or does it? skip, tweet or Facebook post away. PROFILES OF VIDEO & THE WRONG-HEADEDNESS BROADCAST SERVICES OF REAL TIME MARKETING 32 The next big thing in social media is Real Time Marketing. But this fad14 isn’t WASHINGTON REPORT what you think it is. 40 BIG DATA WILL CHANGE COLUMNS CUSTOMER EXPERIENCE The deciding factor in successful PROFESSIONAL DEVELOPMENT business over the next decade will 15 36 Fraser Seitel depend on companies’ use of big data. GUEST COLUMN Richard Nicolazzo TAKING ADVANTAGE OF 37 THE MOBILE CONNECTION MEDIA WORKSHOP When leveraged with social 38 Abby Dalto media, mobile advertising offers tremen-16 dous opportunities to drive brand aware- EDITORIAL CALENDAR 2013 ness in today’s digital world. January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism MEDIA MONITOR VIOLATED February: Environmental & P.A. August: Financial/I.R. AP’S COPYRIGHT March: Food & Beverage September: Beauty & Fashion A federal judge ruled that media18 April: Broadcast & Social Media October: Healthcare & Medical monitoring service Meltwater infringed on May: PR Firm Rankings November: High-Tech Associated Press copyright for taking June: Global & Multicultural December: Entertainment & Sports excerpts of stories. SHOW AND TELL: THE NEW ADVERTISERS PR PARADIGM Finn Partners...............................Inside Cover Omega Travel..............................................17 For businesses to stand out, they Kaplow.........................................................11 Ruder Finn.....................................................7 19 KEF Media.....................................................3 need to create original content that their Shoot Publicity.............................................15 customers feel compelled to view and Live Star.........................................................9 share. Log-on.........................................................13 Strauss Media Strategies...............................5 Ogilvy............................................Back Cover TV Access....................................................18 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 mailing 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. Aprilmagazine_Layout 1 4/1/13 11:15 AM Page 5 Aprilmagazine_Layout 1 4/1/13 11:15 AM Page 6 EDITORIAL Time to rethink PR’s economic “recovery” ow’s the economic recovery treating you? I know many PR people who either EDITOR-IN-CHIEF have been out of work for months or are doing freelance work, but itching to go Jack O’Dwyer [email protected] Hback on a more reliable payroll basis. One friend reports that a round of “salary adjustments” is in order for administrative ASSOCIATE PUBLISHER staffers at her firm — though her company is doing very well. Guess which way those Kevin McCauley salaries are going? Hint: it’s not up. [email protected] Why the payroll cuts? Management hired a consultant to analyze operations. The key finding: EDITOR salaries were higher than at competitor Jon Gingerich firms. Left unsaid: those salaries were [email protected] why the firm was doing better than oth- ers. SENIOR EDITOR Yet, the bulls are running amok on Greg Hazley Wall Street, feasting on the Federal [email protected] Reserve’s commitment to keeping interest rates low. The Standard & CONTRIBUTING EDITORS Poor’s 500 stock index hit an all- John O’Dwyer time high of 1569.19 on March Fraser Seitel Richard Goldstein 28 to join the Dow Jones Industrial Average in record ter- ritory. ADVERTISING SALES The S&P benchmark collapsed John O’Dwyer under the weight of the financial Advertising Sales Manager meltdown, sinking to its all-time low [email protected] of 676.53 on March 9, 2009. Jim Baird, Chief Investment Officer at Sharlene Spingler Plante Moran Financial Advisors called Associate Publisher & National Sales Director the S&P’s remarkable rise to new heights a “symbolic day, which means we’ve recov- [email protected] ered from the experience of the past five years.” The DJIA was up 11% during the first quarter. That’s its best opening performance since 1998. O’Dwyer’s is published monthly for $60.00 Even happier days appear to be ahead. A survey conducted by Brunswick Group found a year ($7.00 for a single issue) by the that confidence among CEOs about the economic outlook is driving the merger and J.R. O’Dwyer Co., Inc., acquisition binge. The consumer goods, technology, telecommunications and energy sec- 271 Madison Ave., New York, NY 10016. (212) 679-2471 tors are the ripest sectors for consolidation. Fax (212) 683-2750. And the media are awash with news of the economic recovery. One would think that happy days are here again. Economist Paul Samuelson, in his March 24 Washington Post column, suggests it’s © Copyright 2013 time to rethink the term “recovery.” J.R. O’Dwyer Co., Inc. The brain trust at the National Bureau of Economic Research, the academics who determine the dates for the beginning and ends of business cycles, decided the Great Recession ended in mid-2009. Samuelson wrote: “Despite indisputable evidence that the OTHER PUBLICATIONS & economy is expanding — producing more goods and services — economic conditions SERVICES: have been dismal.” www.odwyerpr.com 4 breaking news, For instance, GDP has passed its pre-recession peak in 2007 only by a skimpy 2.5%, commentary, useful databases and more. and the 5.7 million jobs created from their low point are off three million from the 2007 pre-recession level. Jack O’Dwyer’s Newsletter 4 An eight- Samuelson believes the U.S. is currently in an economic twilight zone. “It’s a recov- page weekly with general PR news, media ery, but it’s not; the recession is over, but it isn’t,” he wrote. appointments and placement opportunities. PR has a role to play. The best strategy would be to toss the term recovery out the win- O’Dwyer’s Directory of PR Firms 4 has dow. Too many PR firms are holding their cards close to the vest. Caution is the byword. listings of more than 1,600 PR firms through- They are waiting for the economy to blast off before committing to ramping out hiring. out the U.S. and abroad. It’s a “Waiting for Godot” game. Time is being lost. Pennies, not dollars, are squeezed. The PR business cries out for leadership. Who is going to declare the current econom- O’Dwyer’s PR Buyer’s Guide 4 Products ic state of affairs as the “new normal?” Let’s deal with it and get down to the business of and services for the PR industry in 50 cate- growing PR. gories. Though it will require spending some money, the outlay will result in clients and pres- tige. £ jobs.odwyerpr.com 4 O’Dwyer’s online job center has help wanted ads and hosts — Kevin McCauley resume postings. 6 APRIL 2013 4 WWW.ODWYERPR.COM Aprilmagazine_Layout 1 4/1/13 11:15 AM Page 7 Aprilmagazine_Layout 1 4/1/13 11:15 AM Page 8 MEDIA NOTES Companies that take political, social stance risk image Americans want businesses to take action or participate in debates over political and social issues relevant to their respective industries, but companies viewed as politically moderate are viewed as more favorable, according to a study of business in politics by Global Strategy Group. By Greg Hazley companies — from bout 80% of adults said it’s Apple to Wells Fargo appropriate for companies to — and asked whether Atake a political stance on an they thought the firms issue facing their industry, but only would be a Democrat or 51% say it’s okay for issues that do not Republican. MTV, pertain to their field. More skepticism Nickelodeon, Whole surfaced over social issues. While 72% Foods Market and said businesses should take action to Amazon.com came out address important issues in society, as the most Democratic only 31% said it’s acceptable with con- (from 74% to 60%), troversial issues like abortion or same- while Hilton, Tiffany & sex marriage.