ON THE RADAR SCREEN
Sexually Frank Campaign Nets DeLaunay Some Flack
Sometimes you have to endure some licks to make headway for a client, DeLaunay/Phillips learned. The Seattle-based PR firm knew it would spark some negative feedback when it launched Sept. 8, for its client Office of Crime Victims Advocacy, radio spots about teenage sexual assault prevention, says Jennifer Hirsch, account executive.
With PSA titles like "Force Her to Have Sex and You're Screwed," D/P has had to weather some criticism from parents disturbed by the campaign's language and candor, but Hirsch says PR/client reps realized that risk going into the $70,000 campaign. "It's gotten people talking, which is what we want to do to create awareness," Hirsch adds.
Last month, the campaign nabbed more than 1 million impressions, with both national and regional press. Associated Press ran two print stories and Seattle stations, including KOMO and KIRO have profiled the campaign. D/P has also secured agreements from 38 community sexual assault programs to distribute 10,000 campaign posters. (D/L, 206/340-6138)
Marcom: Test Your Know-How
A new Web site, http:// www.copernicusmarketing.com, invites visitors to take a "Marketing IQ Test" to gauge their savvy in this discipline, a close sister to PR. The test asks for reaction true-or-false statements, such as: "There is little agreement among marketers about what the concept 'brand equity' means."
But the Copernicus site also takes a swing at the marketing prowess of those in executive slots in the U.S. Based on a 50-question test, the marketing strategy company reports that the average marketing IQ of senior executives is 79 - a figure that sounds passable until you realize that the scores are based on a 160-point scale.
Stairway to PR Heaven
At Internet World, even the stairs were for sale when it came to leveraging brand names. RealNames, an Internet navigation service, spent $3,000 to reach new PR heights at this year's round-up in New York by emblazoning its name on the stairs within the complex.
This suggests a whole new world of promotional possibilities. What's next? Sponsoring the Gideon Bible in hotel night stands? (http://www.realnames.com)
Nailing the Numbers: PRtrak Provides Valuation
PR NEWS surveys indicate that communicators are starved for information about measurement, so here is a new tool worth researching. PRtrak, a software package which provides qualitative analysis based on criteria selected by the customer, promises to make the measurement job easier so you can focus on other things. Spreadsheets allow you to specify client, project, media vehicle, sources and time frames.
The brainchild of Houston-based Jeffrey Communications, it sells for a one-time fee of $1,195. The software also incorporates ad-equivalency and audience data supplied by companies such as Nielsen and Arbitron. (TrakWare, 713/956-0948)
New Booklet Helps You Keep Pace With Non-Profit Regulations
New laws governing tax exempt organizations classified as 501(c)(3)s are under consideration and communicators with non-profits should brush up on the proposed regulations.
Independent Sector's "Intermediate Sanctions: What You Need to Know About the Proposed IRS Regulations" details the huge tax hit 501(c)(3) officers and founders could face if they profit from the organization's activities.
The booklet is $5 for members and $7 for non-members. (Independent Sector, 202/223-8100)
Business Moves
- Carl Thompson Associates, Inc. has been retained by King Power International Group of Bangkok, Thailand, to implement a one-year IR program to increase awareness of KPG in financial circles. (CTA, 800/959-9677)
- Two Horn Group Inc. IR clients, Brightware, Inc. and Commerce One, Inc., received Investors' Choice awards at the third annual Internet Outlook conference. Among 83 venture-backed companies, they were voted the "most likely to succeed." (The Horn Group, 415/905-4000)
- McKay Communications, Boston, acquires TurnStyles PR, another Boston-headquartered PR house. Colleen Turner joins as director of account services. (McKay Fried& Partners, 617/338-8844)