On the Radar Screen
Holey donuts, Batman. There's a new superhero on the scene, and he's got something more potent than pure PR. He's got caffeine - and a minor identity crisis.
Other corporations may be leveraging their CEOs to save the day, but Dunkin Donuts is banking its coffee business on a dude in a pink lycra suit. Rocket Man, as he is known, has been making surprise appearances around New York and Philly, armed with a two-and-a-half gallon backpack of steaming java and a magazine of sampler cups. To date, he's snagged airtime on the Rosie O'Donnell show, ABC News and Access Hollywood, but what we at PR NEWS find curious is that he's also been spotted at Central Park's Easter Eggstravaganza and at local schools telling kids to watch out for evil Halloween candy. Since when did coffee and kids mix? We don't buy the donut angle, either. Rocket Man is buff - which leads us to believe that he ain't munchin' too many crullers. A spokesman for the brand was unable to justify the branding strategy except to say that "it's fun." Of course, that's what they said about Joe Camel.
PRSA Chair Spurs Healthy Debate
Washington D.C. - Speaking before an audience of healthcare communicators on Jan. 20, National PRSA chairperson Kathleen Larey Lewton suggested customer service is PR's responsibility. "No one else is doing it," Lewton said. "Make it a PR job. It's the public and we have a relationship with it."
The remainder of her speech focused on debunking myths surrounding the healthcare industry. Some examples:
Myth: Patients wishing to be empowered with information are in the majority.
Reality: Most people want doctors to tell them what to do, rather than being weighed down with information and heavy decisions.
Myth: Health plan administrators know what customers want.
Reality: Questions asked in focus groups often are not pointed enough to extract the right answers. The effect is a communication gap between what attendees mean and what administrators interpret.
Myth: Having a well-known brand is better than getting great word of mouth.
Reality: Nothing beats good referrals.
Lewton challenged the audience to fight the rising cost of healthcare by developing campaigns that promote healthy lifestyles. Her call-to-action was based in simple economics - less demand on a hospital will mean lower operating expenses. And those savings will be passed onto the public.
Coming Attractions
Mark your Palm Pilots...PR NEWS and Canada NewsWire will present the "Strategic Online Communications" seminar March 13 in Toronto. Speakers include Michael Metcalfe, president, Global Media; Don Middleberg, chairman & CEO, Middleberg & Associates, Freda Coulbourne, VP public affairs, Edelman PR; Mike Simpson, VP, content and executive producer, canoe.ca; and other leading Web experts. Learn how to prove ROI online, leverage the Web as a crisis management tool, and meet the online press. To register, call PR NEWS client services at 888/707-5814 or visit http://www.PRandMarketing.com. Be sure to ask about our subscriber discounts.
Watch Out
Know someone who is bound to change the public relations industry forever? Or at least a rising star with innovative ideas? PR NEWS will be publishing "15 to Watch," a look at the leading PR executives under the age of 35. Send nominations to Roger Friedman at [email protected] or via fax to 301/340-1451.
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In a universe not so far away...sexism, banished by the rebels of the 20th century, went on to lurk in the dark domains of the Web. Determined to rise again, it has inhabited the body of Karen Klingberg, owner of the URL allhers.com - who is now selling the space like a good girl should. In her press release announcing the sale, Klingberg writes that the site is "suitable for any company or individual that has or wants to have a Web site dedicated only to women, for example, clothing, apparel, tips, magazines and more." When asked to expand on the 'more,' Klingberg told PR NEWS, "Beside health, that covers it."
We have seen the enemy and it is us.
Open Mike
"Press Releases: A Waste of Time?" (PRN, Jan. 3) was delightful - and wrong.
It's delightful to see an enthusiastic PR person report that she has placed stories in "just about any major media market on the planet." What's wrong is the "trade secret" B.L. Ochman reveals: that "press releases are a colossal waste of time." If you only use pitch letters and skip press releases, you may get jackpot placements, but you won't get jackpot placements plus [extra mileage].
Releases are now used by 10,000 newspapers, 6,500 radio stations and 1,000 TV talk shows [nationwide]. A decent release to all 1,500 dailies can get you 30 times more placements than a pitch letter sent to only the top 50 - if you follow up the letter with a release.
Ronald N. Levy, president, North American Precis Syndicate, Inc. (212/867-9000)
Trends
When Wall Street talks, people listen. Business Week surveyed investors for their views on the best and worst boards in America. GE topped the "best" category because of its superior stock performance. Disney, with its controversial headlines, had the dubious honor of number one loser. Other tops and bottoms...
Best Boards
1. General Electric
2. Johnson & Johnson
3. Campbell Soup
4. Compaq
5. Apria Healthcare
6. Intel
7. Texas Instruments
8. Home Depot
9. IBM
10. Lucent Technologies
Worst Boards
1. Disney
2. Rite Aid
3. First Union
4. Cendant
5. Dillards
6. Starwood Hotel
7. Warnaco
8. Waste Management
9. Archer Daniels Midland
10. BankAmerica
Correction
We got so excited reporting last week's people moves that we left out two words on the end of Robert Lear's title. He is now president of BSMG Worldwide Global Practice.