On The Radar Screen
UPS Uses its Web Site To Reach Media During Crisis
Even though UPS and Teamsters union officials had reached a stalemate during mediation talks (as of PR NEWS' press time Aug. 14), its corporate PR team apparently hasn't been stymied in the same way. To reach the press, "Labor Update" press releases are posted at its Web site, http://www.ups.com in case reporters (and other audiences as well) want to follow the latest developments. Trust us, using the Internet as a crisis communications medium is one of the wisest ways the online world can be tapped for those in PR. In fact, Edelman has won several industry honors for its online crisis communications efforts during the Odwalla E-coli scare.
Marv Albert, Continued
As corporations continue to look for ways to manage their reputations, we're giving you a gentle nudge that's based on the high-profile Marv Albert case. (The controversy over the NBC sportscaster's alleged sexual assault on a Virginia woman took another turn last week when tests showed that sperm and saliva found on the woman contained genetic material consistent with Albert's DNA, according to the Associated Press. And there's only a reported 1-in-2.6 billion chance it could have come from someone else.)
The lesson? No publicist or PR guru can put a positive spin on this one. Therefore, a little homework should be done when your corporation's in the market for a spokesperson. Lobby for escape clauses and have a crisis plan in place, to help you field press calls, should your celebrity endorser take a bite out of your reputation.
By the way, the gaming company Acclaim, which hired Albert to provide the play-by-play for its NFL Quarterback Club '98 game, last week told PR NEWS' sister publication, Multimedia Wire, that it's sticking with Albert for now.
Resources
IABC Releases Manual on Publication Planning
The manual, "Planning Powerful Publications: Creating Publications That Boost Your Organization's Bottom Line," is being touted as a comprehensive guide by author Ann Wylie. Wylie is president of Wylie Communications in Kansas City, Miss., and former editor of Hallmark Cards' employee magazine. She offers tips on writing for organizational publications, layout, budgeting and scheduling, with recent cases studies from mega companies like Bayer and AT&T. To order, call 800/776-4222.
Aim for the Top: Post Releases Online for Free
Go to http://www.interactivehq.org., post your release and your news will be indexed by company and title.
PR's Changing Role
Richard Edelman Pushes For New Code of Ethics
Richard Edelman, president and CEO of Edelman Public Relations Worldwide is advocating a new code of ethics in PR - that of higher standards, according to a company synopsis of a speech Edelman presented at the Infocom Group's Media Relations '97 Forum in Chicago several weeks ago.
"As spin continues to evolve, the responsibility of the PR industry continues to grow," Edelman told industry execs. He cited factors such as globalization of the marketplace, market deregulation, the dispersion of the media and the interactive revolution as having an impact on the state of PR today.
However, higher PR standards is a concept that's been broached a lot of late and continues to be tossed around and debated among those in the profession. In fact, a group of PR execs has been raising seed money for a trade association which would wrestle with issues such as industry standards. The group has been at full throttle since meeting this spring at the Public Relations Society of America's Counselors Academy conference in Florida (See PR NEWS, May 12 and June 30, 1997). (Edelman, 312/240-2716)
Business Moves
New Offices