I get it, we all want to come up with the next “big idea” that catapults our brand into the mainstream media. We want to come up with the next Wii campaign (in my opinion, the best PR campaign in recent years). Focusing on the next “big idea” is great and all, but very few “big ideas” generate results that warrant all the time and focus that’s being spent. Instead, spend more time focusing on those “little ideas.” After all, it’s the little things that often separate a good campaign from a great campaign.

Mainstream media isn’t for everyone. Getting national coverage for your client may make you and your client feel great, but it may not get the results you’re ultimately looking for. I spoke with the owner of a local PR firm in Minneapolis who had a client who’s sole mission what to get on Oprah. He told this client that there was absolutely no chance of getting coverage on Oprah. The client refused to except this reality; and as a result, the firm dropped the client. If a client doesn’t think their product is the greatest thing since sliced bread, I question their motive. However, as a PR professional, it’s your job to educate the client on the proper channels and set realistic goals.

Most absurd article/statement I read this week – here. Listen, I’m not taking anything away from these people. They’re extremely talented and are doing great things. But comparing them to Bill Gates and Michael Dell is absurd. Gates & Dell created an industry. These folks are creating products/services to break into an already established industry. Great to give recognition, but let’s not get too far ahead of ourselves.

Why isn’t the NHL promoting their stars? I’m not that big of an NHL fan, but I’ll catch game every now and then. Minnesota is the State of Hockey. Going to a Wild game at the Xcel is an absolute blast – fan or no fan. But ratings are down for the NHL. The days of Gretzky and Lemieux are gone. Why isn’t Sidney Crosby a household name yet? My mother knows Tom Brady. She knows Kobe Bryant. She knows Alex Rodriquez. But I guarantee you, she couldn’t name a single NHL player. We had all this hype when Crosby was coming into the league, but the buzz and hoopla has all but vanished.

If you run a non-profit or work for a non-profit and aren’t engaging in social media – or at least in discussions to start – you are missing out. It would take a while for me to think of a non-profit that wouldn’t benefit from social media. Having a strong online presence can make it easier for you to spread your message, recruit volunteers, raise donations and ultimately advance your mission. It’s alright to be hesitant. It’s natural to have concerns. But have an open mind – I promise it’ll work out.

There we have it. Short and sweet. What are some top-of-the-mind stories/thoughts you have going on? Any current events or topics that have gotten you thinking?

What have we learned in the PR world recently?
- We’ve seen Dominos’ image tarnish in a matter of minutes, if not seconds.
* Respectfully, here is their response.
- The KFC mess via Oprah.
- And my personal favorite, KFC attempts to prank El Pollo Loco. Ouch, KFC has had a rough 2009 thus far!

With all these, we learned that word spreads fast. Especially when it’s negative. But let’s focus in on the recent PR stunt that the Golden State Warriors’ PR head pulled.

Raymond Ridder, a 10+ year PR veteran, decides that public opinion about his employer (GS Warriors) isn’t very positive. Forget the fact that they only won 29 games this year, but that’s another issue for another time. So, what should a PR pro do? Let’s go to the source of this negative opinion and try to “spin” the community’s thoughts. That’s ethical, right? After all, it’s up to the brand (again, the Warriors) to shape public opinion. It’s the job of the PR department to shape how our community (in this case NBA fans) is talking about us. We determine the message, we determine the response. That’s how PR works, isn’t it?

I understand that PR has changed over the years. Heck, it’s changed drastically since I graduated five years ago. But I’m pretty sure this was Rule #1 in that ‘Ethics 101′ course I took. You know that class you dreaded because it talked about all those boring case studies. *Professor Menke, I really don’t think the ethics course you taught was boring. I actually enjoyed it.

What this guy did (I won’t refer to him as a PR pro anymore) is basically take all the work us honest and ethical PR folks are doing to clear our industry, threw it to the ground and spit on it. It’s people like this Ridder character, and his actions, that cause our industry to be referred to as “flacks”. Mr. Ridder, if you prefer to be called a “flack,” by all means, we can arrange for that.

You’ve heard of Intel, right? Pretty big company. Let’s take a look at their social media guidelines. Skip over the first section, although it is important, and go to ‘Rules of Engagement.”

#1 – be transparent. You failed there.
#2 – be judicious. He said he did it on his own, so maybe it didn’t violate company policy.
#3 – write what you know. Ummm…I’d say you failed here too.
#4 – perception is reality. Ah, here we go. I like this rule. Well, you had no chance at following this basic guideline, err rule.

I think you get where I am going here. How can a so-called leader of an organization blatantly try to mislead and lie to its community and expect any sort of trust and support from said community? Posting anonymously and trying to “guide the conversation in the ‘right’ direction” is basically like telling your audience that you think they’re stupid. That’s what it comes down to.

If the PR industry has any chance of finally getting rid of the “flack” label that is associated with it, actions like this MUST stop. It’s scary how often basic ethics are often overlooked in an effort to advance an organization’s message. PR folks, you need to realize that the public will eventually call your bluff. Quit trying to be sneaky. Your audience will call you out. What Mr. Ridder should have done is engage his community, acknowledge the concerns and find methods to cure those concerns. Instead, the Golden State Warriors have a bigger issue than their losing record to solve.