| THE NATURE OF MEDIAThirty years ago, Marshall | | | | relations" and "publicity" are used interchangeably. |
| McCluhan, the father of modern | | | | They shouldn't be. Publicity is only one manifestation |
| communications, wrote the immortal words, "The | | | | of P.R.-specifically, |
| medium is the message." | | | | achieving notoriety through accumulated press |
| Today I would amend that to, "The medium is the | | | | exposure. A publicist knows |
| media." Our civilization is | | | | newspapers, magazines, and TV talk shows. Public |
| utterly dominated by the force of media. After our | | | | Relations is much more |
| own families, no influence | | | | than that. The Public Relations expert is as well |
| holds greater sway in shaping the text of our being | | | | versed in human nature as in |
| than do the media that | | | | editorial and sound bytes.P.R. can be as macro as a |
| cloak us like an electronic membrane.We all think of | | | | campaign to persuade foreign governments so buy |
| ourselves as unique, unlike any person past or | | | | U.S. soybeans, or as micro as a warm handshake. |
| present. | | | | The notion that P.R. is |
| Indeed, what gives human life its divine spark is the | | | | simply a matter of mailing press releases is nuttier |
| distinct quality of every | | | | than a squirrel's |
| individual. Yet in many ways we are all the same. | | | | breakfast. As producer, manager, and publicist Jay |
| The task of market | | | | Bernstein says, "P.R. is |
| analysts, pollsters, and demographers is to identify | | | | getting a front table at the right restaurant, getting |
| those characteristics we | | | | you invited to the right |
| share, and group us accordingly. If you are in your | | | | party, and getting into first class with a tourist |
| early forties, male, | | | | ticket."A man who has greatly affected my thinking, |
| Caucasian, a father of two, earn $50,000 or more, | | | | the esteemed business author |
| and listen to a Top 40 | | | | and lecturer Tom Peters, tells the story of a visit to |
| radio station, there are total strangers out there | | | | a neighborhood |
| who know an awful lot about | | | | convenience store. "American Express was being a |
| you.That's because they understand a lot about | | | | little user-unfriendly," |
| your upbringing. They know | | | | Tom recalls, "and it took a good three minutes for |
| you watched "The Mickey Mouse Club" in the fifties, | | | | my AMEX card to clear. |
| "The Man From | | | | When it finally did, the cashier bagged my purchase, |
| U.N.C.L.E." in the sixties, "Saturday Night Live" in the | | | | and as I turned to go |
| seventies, became | | | | reached into a jar of two-cent foil-wrapped mints. |
| environmentally conscious in the eighties, and were | | | | He pulled one out, |
| probably sorry ABC | | | | dropped it in my bag, and said, 'The delay you |
| canceled "Thirtysomething" in the nineties. They've | | | | experienced was inexcusable. |
| got your number because | | | | I apologize and hope it doesn't happen again. Come |
| they understand the role the media have played in | | | | back soon.' For two |
| your life from the moment | | | | cents, he bought my loyalty for life."This story is |
| you Boomed as a Baby.Today, in America, we tune | | | | about one small business owner and only one |
| in to over 9,000 commercial radio stations, 1,100 | | | | customer, but it's |
| television stations, 11,000 periodicals, and over 11,000 | | | | a perfect example of good P.R. But what about bad |
| newspapers with a | | | | P.R.? I doubt there's |
| combined circulation of nearly seventy million. These | | | | anyone on the scene who has mastered that |
| are the sources of our | | | | dubious craft better than |
| opinions on everything from nuclear disarmament to | | | | sometime-billionaire Donald Trump. This is a man who |
| Madonna's love life. | | | | has lost control of |
| Nobody likes to be told what to think, but all of us, | | | | his own gilded ship. His lurid infidelities, his profligate |
| every single day, are told | | | | spending, his |
| precisely what to think about.As Anthony Pratkanis | | | | precipitous fall from fortune, and, worst of all, his |
| and Elliot Aronson show in their insightful book, Age | | | | attempt to exploit the |
| of | | | | Mike Tyson rape tragedy to promote a prize fight, |
| Propaganda, the mass media are most effective in | | | | collectively paint a portrait |
| terms of persuading the | | | | of a thoroughly vulgar mind.The Donald doesn't care |
| public for two primary reasons. First, they teach | | | | what you say about him, as long as you spell his |
| new behavior and, second, | | | | name right. True, whenever he opens his mouth or |
| they let us know that certain behaviors are | | | | makes a move, the press is |
| legitimate and appropriate. So, if | | | | all over him. But his massive celebrity has made him |
| the media are encouraging certain buying patterns, | | | | only a famous fool. You |
| fashion trends, modes of | | | | are not likely to achieve the degree of fame that |
| thinking, the unstated message we receive is "It's | | | | Mr. Trump has, but, given |
| okay for me to like that, | | | | his shameful image, I would congratulate you on |
| do that, feel that." In this way, our culture evolves, | | | | that.P.R. VS. MARKETINGWith Guerrilla P.R. (and P.R. in |
| is accelerated, and | | | | general), you do not tell the public that your |
| disseminated.Like the transcontinental railroad of the | | | | new digital fish cleaner is the greatest invention since |
| last century, the media link every | | | | the dawn of time. You |
| city, gully, farmhouse, and mountaintop in North | | | | could easily do that in an ad. Your goal is to lead |
| America. Regionalism is | | | | people to draw that same |
| fading. The American accent is more uniform; our | | | | conclusion for themselves. Otherwise, you're |
| penchant for migration | | | | engaging in good old-fashioned- |
| and blending in is like the smoothing out of a great | | | | or is it new-fashioned?-marketing |
| national blanket. We are | | | | strategy.Companies often relegate public relations to |
| fast becoming one.A common grammatical error | | | | their marketing departments. |
| occurs when people say "The media is" rather | | | | That might make sense from a corporate point of |
| than "The media are" ("media" being the plural of | | | | view, but there's a distinct |
| medium"). Yet I sense | | | | difference between P.R. and marketing. Going back |
| people who say "the media is" are on to something. | | | | to the "science vs. art" |
| They perceive the many | | | | analogy, whereas P.R. is the art, marketing is the |
| arms of the media-TV, newspapers, radio, etc.-as | | | | science.Bob Serling, President of the Stratford |
| part of one monstrously | | | | Marketing Group, an L.A.-based |
| monolithic creature. The media are "one" | | | | marketing firm, has written, "Marketing is everything |
| too.Consider "Baby Jessica" McClure, for whom my | | | | you do to make sure |
| firm donated public | | | | your customers find out about, and buy, your |
| relations services. Jessica was the toddler from | | | | products and services." That's |
| Midland, Texas, who fell down | | | | a tall order, and to go about filling it, marketing |
| a narrow pipe in her backyard in 1987. For thirty-six | | | | executives lug around a |
| hours, America was | | | | hefty bag of tricks.To a large degree, they rely on |
| mesmerized by press coverage of her rescue. | | | | surveys, demographic analyses and |
| Acting as a concerned | | | | established sales and advertising procedures to |
| neighbor, the media conveyed Jessica's light to the | | | | accomplish their goals. But |
| nation. The private agony | | | | in Public Relations, intangibles play a far greater role. |
| of the McClure family became the anguish of all | | | | How do you measure a |
| America.Think of it: the temporary suffering of one | | | | feeling? It's not easy, but in P.R. we trade in the |
| "insignificant" little girl stopped | | | | realm of feelings every day. |
| the world's most powerful country dead in its tracks. | | | | We may use the media as the vehicle, but the |
| (Then, to canonize the | | | | landscape we traverse is |
| experience, the TV movie version of Jessica's story | | | | contoured by human emotion.Marketing often goes |
| made it to the small | | | | hand-in-hand with advertising. The undeniable |
| screen within a year.)Without those cameras there | | | | advantage with advertising is that the advertiser |
| to catch it, and those TV stations to broadcast | | | | retains full control. He |
| it, Baby Jessica's ordeal would have made absolutely | | | | knows exactly what his message will say and |
| no impact on anyone | | | | precisely when it will be seen. |
| other than her family and those who saved her. | | | | But remember this little fact of life: most top ad |
| Because of the media, all of | | | | agencies consider a 1-2 |
| America for two days became part of Jessica's | | | | percent response rate a triumph. That's all it takes |
| family.CONTRACTION AND EXPANSIONJournalists | | | | to make them happy. |
| and talk-show hosts like to claim they're in the | | | | And, like it or not, most people don't take ads as |
| information | | | | seriously as advertisers |
| business or the news business. But you know and I | | | | would like. Everybody knows they're bought and |
| know they're in the | | | | paid for.I prefer the odds with major media |
| money business just like everyone else. Because | | | | exposure. True, you do lose a large |
| practically all media are | | | | measure of control, and you never know for sure |
| privately held profit-making ventures, they behave | | | | when or how your message |
| much like any other | | | | will be conveyed. But the public is far likelier to |
| enterprise, looking for ways to increase the bottom | | | | accept what it gleans from |
| line.To do that they must expand their consumer | | | | the news media over what it sees in commercials. If |
| base, that is, their audience. | | | | Dan Rather says a new |
| They must give the customer what he or she | | | | sports shoe is a daring innovation, people will give |
| wants. So if your local news | | | | that more credence than |
| station runs a few too many five-part specials on | | | | if company spokesman Bo Jackson says it. The |
| the illicit sex lives of nuns | | | | news, indeed the truth, is |
| during "Sweeps Month," remember they're only | | | | what Dan Rather says it is.So who tells Dan Rather |
| trying to please the viewers.Creating a successful | | | | what's news? The media like to boast they rely on |
| product means citizens may not always get the | | | | ace newsgathering staffs; but in fact they depend a |
| information they need. A Harvard researcher found | | | | great deal on public |
| the average network | | | | relations people. That doesn't mean the journalists of |
| sound byte from presidential campaigns dropped | | | | America are saps. |
| from 41.5 seconds per | | | | They're just looking for good stories. A hungry |
| broadcast in 1968 to just under 10 seconds in 1988. | | | | reporter and a smart publicist |
| That translates into | | | | is a match made in heaven, and it's been that way |
| roughly sixteen words a night with which to make | | | | since the dawn of the |
| up our minds on who | | | | Communication Age.FROM THE GUERRILLA P.R. |
| should run the country. We absorb more information, | | | | FILEIn Amarillo, Texas, you'll find the Big Texan Steak |
| yet understand less | | | | Ranch, where the owner |
| than ever before.This is a logical consequence of big | | | | issues the following challenge:If you can eat a |
| media. Their existence depends on | | | | seventy-two-ounce steak in an hour, you get it free. |
| keeping the audience tuned in. If TV station "A" | | | | News of |
| covers candidate "B" | | | | the deal traveled far and wide, even to the skies |
| droning on about farm subsidies, most of the | | | | where I first read about it in |
| audience will probably switch to | | | | an airline magazine.GLORY DAYS: THE FOUNDING |
| station "C" running a story about the stray cat | | | | OF THE P.R. INDUSTRYThe public relations industry |
| raised by an affectionate pig. | | | | flourished with the growth of twentieth-century |
| Station "A" would be wise to ditch candidate "B" and | | | | mass media, although sensitivity to public opinion on |
| send a crew out to film | | | | the part of public figures |
| Porky and Tabby.Along with this contraction of | | | | is nothing new. Even Abraham Lincoln got into the |
| information is a parallel expansion of media. | | | | act, declaring once, "What |
| Because social scientists have us so precisely | | | | kills a skunk is the publicity it gives itself." The |
| categorized, outlets targeted to | | | | fathers of modern P.R. knew |
| specific groups flourish. Lear's caters to mature, | | | | the value of simple images to convey powerful |
| high-income women. | | | | messages.Edward Bernays, founder of modern P.R., |
| Details appeals to middle-income, fast-tracker men. | | | | defined his mission as the |
| Essence aims for black | | | | engineering of consent. He was a nephew of |
| women.Peter Yarrow, of Peter, Paul, and Mary, tells | | | | Sigmund Freud, and he strikes |
| a great story in his stage show | | | | me as having been just as perceptive about human |
| to illustrate how narrowly focused we've become as | | | | nature as his esteemed |
| a society. In the 1940s | | | | uncle. Bernays displayed a genius for concocting |
| and 1950s we had the all-encompassing Life | | | | indelible images, something |
| magazine. Then, we cropped our | | | | good P.R. campaigns require. In one early triumph, he |
| vision down to People magazine in the seventies (all | | | | arranged for young |
| of Life wasn't good | | | | debutantes to smoke Lucky Strikes while strolling in |
| enough anymore). Things tightened up even more | | | | New York's 1929 Easter |
| with Us. Now we have Self. | | | | Parade. What Bernays sold to the press as a bold |
| Somewhere, there's just gotta be a magazine just | | | | political statement on |
| for you. I can just imagine | | | | women's rights was no more than a gimmick to sell |
| it: on sale now, "Fred Morganstern Monthly."Not only | | | | cigarettes.Pioneers like publicist/film producer A.C. |
| do we see more media outlets, but the flow of | | | | Lyles set the pace for generations |
| information has | | | | of publicists to follow. Another innovator, Ivy Hill, is |
| likewise increased dramatically the past few years. | | | | often credited with |
| Fax machines, cellular | | | | inventing the press release. Hill believed telling the |
| phones, modems, fiber-optic cables, Low Power TV, | | | | "truth" in journalistic |
| satellite down-links, all | | | | fashion would help shape public opinion. He sensed |
| have reshaped the way we get our information, | | | | editors would not |
| when we get it, and what we | | | | dismiss press releases as ads, but rather would |
| do with it.During China's "Goddess of Democracy" | | | | perceive their real news |
| protests in 1989, the students | | | | value. He was right.The publicist's ability to appeal to |
| kept in touch with the outside world via fax. | | | | newspapers proved invaluable to captains |
| Instantly, China seemed to leap | | | | of industry seeking to shore up their images. Back in |
| forward from feudal empire to modern nation. | | | | the 1920s, Hill |
| Vietnam was the first "we'll be | | | | masterminded industrialist John D. Rockefeller's |
| right back after these messages" war. As napalm | | | | much-ridiculed habit of |
| rained down on the jungle, | | | | handing out dimes to every child he met. Ridiculous |
| we saw it live as it happened. We had no time to | | | | but effective in its time. |
| process information or | | | | (Imagine T.Boone Pickens trying that |
| analyze events as we were barraged by them. | | | | today.)Occasionally, clients got less than they |
| Because of improved | | | | bargained for. In the late 1950s, the |
| communications, the Gulf War had the same effect, | | | | Ford Motor Company hired P.R. trail-blazer Ben |
| only with infinitely more | | | | Sonnenberg to help overcome |
| drama.The media may have accelerated the process | | | | the negative fallout from the Edsel fiasco. He |
| of dissemination, but as we | | | | charged Ford $50,000 for a |
| found out in the days of the first supersonic jets, | | | | foolproof P.R. plan, and after three days submitted it |
| breaking the sound barrier | | | | in person. Sonnenberg |
| did not, as some scientists feared, cause planes to | | | | looked the breathless executives in the eye and |
| disintegrate. Likewise, | | | | intoned, "Do nothing." With |
| instant news did not cause us to psychologically | | | | that, the dapper publicist pocketed his check and |
| disintegrate.There's no way to assess what this | | | | walked out, much to the |
| means to society. To be carpet-bombed | | | | slack-jawed shock of the Ford brain trust.Even |
| by information must have far-reaching consequences | | | | nations sometimes need help. During the 1970s, |
| to our civilization, but | | | | Argentina developed a |
| that's for future observers to sort out. Today, we | | | | little P.R. problem when its government kidnapped |
| face an intimidating media- | | | | and murdered thousands |
| driven culture. Anyone looking to succeed in business | | | | of its own citizens. Buenos Aires hired the |
| must first master the | | | | high-powered U.S. firm of Burson- |
| fundamentals of navigating the media. To reach | | | | Marsteller to tidy things up. For a cool $1,000,000, |
| customers, donors, or | | | | the firm launched an |
| investors-to reach the public-one must rely on the | | | | extensive campaign involving opinion-makers from |
| media as the prime | | | | around the world: a |
| intermediary. The methodology to achieve this is | | | | stream of press releases stressed, among other |
| known as Public Relations.THE NATURE OF PUBLIC | | | | things, the Argentine |
| RELATIONSHalf the world is composed of people | | | | regime's record in fighting terrorism. Sometimes the |
| who have something to say | | | | truth can be stretched |
| and can't, and the other half who have nothing to | | | | until it tears itself in half.I don't wish to give the |
| say and keep on saying it.-- Robert FrostI'm often | | | | impression that P.R. is strictly a polite version of |
| asked whether public relations is a science or an art. | | | | lying. That's not the case. As I said, P.R. is |
| That's a | | | | gift-wrapping. Whether delivered |
| valid question. In science, two plus two equals four. | | | | in fancy or plain paper, truth is truth, and the public |
| It will always equal four | | | | ultimately comprehends |
| whether added by a Republican from Iowa, a | | | | it. The trick is packaging the truth on your own |
| shaman from New Guinea, or an | | | | terms.How often have you read about a big movie |
| alien from Planet X. However, in public relations, two | | | | star storming off the set of a film |
| plus two may equal four. | | | | because of "creative differences" with the director? |
| It may equal five. It may equal zero today and fifty | | | | We all know the two |
| tomorrow.Public relations is an art.Like an art, there | | | | egomaniacs probably hated each other's guts. But if |
| are rules of form, proven techniques, and standards | | | | the papers printed that, |
| of | | | | we'd perceive the situation very differently. By our |
| excellence. But, overall, it's a mercurial enterprise, | | | | soft-pedaling the row with |
| where instinct is as | | | | words like "creative differences," the movie star's |
| legitimate as convention.Public relations was once | | | | reputation remains intact, |
| defined as the ability to provide the answers before | | | | even though intuition tells us he's "difficult."MORE |
| the public knows enough to ask the questions. | | | | THAN ONE PUBLICThus far, when referring to the |
| Another P.R. pundit once | | | | public, I've generalized to mean the |
| stated, "We don't persuade people. We simply offer | | | | population at large: We the People. The sophisticated |
| them reasons to | | | | modern art of P.R. |
| persuade themselves." I define what I do as | | | | encompasses many more "publics" than that. In fact, |
| gift-wrapping. If you package a | | | | selective targeting is a |
| bracelet in a Tiffany box, it will have a higher | | | | primary tactic in sound P.R. strategies. As you will |
| perceived value than if | | | | see, bigger is not always |
| presented in a K Mart box. Same bracelet, different | | | | better.Depending on the goals, a publicist could |
| perception.PERCEPTION IS REALITYDon Burr, former | | | | target any one of various business, |
| CEO of People Express Airlines, once said, "In the | | | | consumer, or governmental communities. An investor |
| airline | | | | seeking financial backing |
| industry, if passengers see coffee stains on the | | | | aims for the financial press and relevant trade |
| food tray, they assume the | | | | publications. A rock musician |
| engine maintenance isn't done right." That may seem | | | | zeroes in on the local music rags. A lobbyist might |
| irrational, but in this | | | | need nothing more than a |
| game, perception, not the objective truth, matters | | | | friendly article in the Washington Post, a retailer only |
| most.How one comprehends given information is | | | | the residents of his |
| all-important in public relations. | | | | immediate neighborhood.Though I've found a few |
| For decades, baby harp seals were bludgeoned to | | | | clients easily dazzled by quantity, in P.R. quality is |
| death by fur hunters, but | | | | what really counts. A seven-inch stack of press |
| until the public saw the cute little critters up close | | | | clippings means nothing unless |
| and personal and | | | | the objectives of the campaign have been met. The |
| perceived the hunt as unacceptable, the problem | | | | scrapbook makes a great |
| didn't exist. Before that, it | | | | Mother's Day gift, but I'd rather see my clients' |
| was a matter of trappers preserving their hardy | | | | careers advanced in the |
| way of life. The seals | | | | right direction.Figuring out which public to reach is |
| ultimately hired the better publicist.This also works in | | | | one of the most critical decisions a |
| negative ways. The congressional check-bouncing | | | | publicist makes. My orientation-and, I hope, yours-is |
| scandal | | | | geared toward the |
| was a case in which individual congressmen's visibility | | | | most significant audience vis-Ã -vis your |
| skyrocketed, while | | | | objectives, which is not necessarily |
| their credibility plummeted. The Tobacco Institute, a | | | | the widest. You may want to target the people you |
| Washington-based | | | | buy from, the people you |
| lobbying and P.R. outfit, spends its time and money | | | | hope to sell to, the people you work for, the people |
| claiming cigarettes are | | | | that work for you, and so |
| okay. Nothing they do or say will ever make that | | | | on. It's a big world full of little worlds when you look |
| true, but they may go a long | | | | closely.In most cases I spell out precisely who and |
| way in changing public perception of their product. A | | | | what I'm going after, and then |
| few years ago they | | | | proceed aggressively. Don't go for the moon all at |
| sponsored subliminally that no-smoking regulations | | | | once. Set a goal, achieve |
| infringe on our basic | | | | it, then build on that base. Any good planner knows |
| liberties. How's that for a P.R. stretch?Ultimately, the | | | | the advantages of |
| goal of any public relations campaign is to either | | | | thinking three steps ahead while proceeding one |
| reorient, | | | | step at a time.FROM THE GUERRILLA P.R. FILEThe |
| or solidify, perception of a product, client, policy, or | | | | history-making August 1991 revolution in the former |
| event. From there, | | | | Soviet Union |
| nature takes its course. If the public perceives the | | | | began when then-president Mikhail Gorbachev left |
| product as good, the movie | | | | Moscow for a vacation on |
| star as sexy, the pet rock as indispensable, then the | | | | the Crimean Sea. Because the whole affair had a |
| public will fork over its | | | | happy ending, everybody |
| money. As the brilliant business author Dr. Judith | | | | laughed when, only a few days later, the president |
| Bardwick explained, "To be | | | | of an outdoor billboard |
| perceived as visible increasingly means one is | | | | company in Detroit ran a series of large ads all over |
| perceived as successful."Some may charge that | | | | town reading: "Welcome |
| stressing perception as reality is tantamount to | | | | Back, Gorby! Next Time Vacation in |
| sanctioning falsehood. I disagree. As the great | | | | Michigan."MICHAEL LEVINE'S TEN COMMANDMENTS |
| historian Max Dimont argued, | | | | FOR DEALING WITH MEDIANever be boring. |
| it didn't matter if Moses really did have a chat with | | | | Never!Know your subject thoroughly.Know the media |
| the Lord up on Mount | | | | you contact. Read the paper, watch the |
| Sinai or not. What matters is that the Jewish people | | | | newscast.Cover you bases.Don't just take "yes" for |
| believed it and carved | | | | an answer. Follow up, follow through.Never feel |
| their unique place in world civilizations because of it. | | | | satisfied.Always maintain your composure.Think |
| Perception became | | | | several moves ahead.Be persistent, but move on |
| reality.Likewise, on a more mundane scale, one will | | | | when you're convinced you're getting |
| succeed in a P.R. campaign only | | | | nowhere.Remember, this isn't brain surgery. Don't |
| if the perception fostered truly resonates with the | | | | take yourself too seriously (like too |
| public. I do not believe | | | | many publicists I know). Have fun.Michael Levine is |
| people are easily duped. You may try everything in | | | | the founder of the prominent public relations firm |
| your bag of tricks to get | | | | Levine |
| the public to see things your way. You'll pull it off | | | | Communications Office, based in Los Angeles. He is |
| only if the perception you | | | | the author of Guerrilla PR, |
| seek to convey fits the reality of the public, the | | | | 7 Life Lessons from Noah's Ark: How to Survive a |
| reality of the times. As | | | | Flood in Your Own Life.GuerrillaPR.net is a resource |
| Pretkanis and Eronson argue, credibility today is | | | | for people that want to get famous in the media, |
| manufactured, and not | | | | without going broke. |
| earned.P.R. OR PUBLICITY?Often, the terms "public | | | | |