Hoosier PRSA Blog

The Story of the Ghost

A few days ago, an Indianapolis-based freelance writer issued a post on her blog on the topic of ghostblogging. She refers to herself as a writer, ghost blogger and social media rock star. In her post, she defended the practice of ghostblogging and rejected claims that her work is unethical, inauthentic and outright lying.

I happen to agree with her and provided my two cents on the subject by commenting on her blog. Another local PR practitioner was so adamant that ghostblogging is equal to lying that she proceeded to blog about it herself and even issued a tweet that her post would render myself and this ghostblogger “speechless.” Hardly. The debate continued all day on Twitter with dozens jumping into the debate, some with humor, some with support of one side or the other, and some begging for the whole thing to stop.

The fact that there is a debate at all indicates to me that this is a gray area. It’s not as black and white as some would like to believe.

I conducted some research on the issue and rather than try to create some impassioned post myself, please see this post by Jason Falls: "The Ethics of Ghost Blogging." I agree with his thoughts on the subject 100%. I don’t think I can say it any better—especially the four bullet points at the end of his post. Another Indy-based blogger wrote an equally interesting post on the subject ("Making the Argument for Ghost Blogging. Yet Again.") that sums up my opinions on the subject well.

What do you think? And please consider, that the term "ghostblogger" isn’t the issue, the issue is writing on behalf of your clients and/or employer and the appropriate degree/relevance of disclosure that writing services were provided (at least that’s how I see it).

The Purpose of the News Release

Just last week, I received an email from a peer in which he proceeded to tell me what news releases are meant to do in response to an opinion I expressed. I had said that I didn’t think a quote was necessary for a particular release on which our respective clients were collaborating. 

While I didn’t really appreciate the condescending tone of his message, it did make me think – what is the purpose of the news release?

He said releases are meant to tell a story and that quotes add context to a story. I agree that quotes add context to a story, but I don’t think that’s the point of a news release.

I think the point of a news release is to provide (i.e., release) information and generate interest for a story. Hopefully the reporter will cover the story, conduct an interview and include quotes in their story to add context.

I can’t think of a time in which I had a journalist use a quote from a news release in their story. Most of the time, they are made-up, overly crafted, jargon-speak that a real human would never say.

However, maybe we’re both wrong. With the rise of social media, perhaps the purpose of the news release is to start a conversation.

What do you think is the purpose of the news release?

Ethical Public Relations - Join us on 090909

I recently attended a bloggers conference in which one individual asked the presenter, "If PR isn't about spin, then what is it?"

That question could open up a whole can of worms, but what it implies is that PR professionals lack ethical standards. As a member of PRSA and a board member of the Hoosier Chapter, I pointed out to this individual, and the rest of the audience, that we have a code of ethics that the Society takes very seriously.

Unfortunately, there are some practitioners out there there giving PR a bad name because of their flawed ethical standards (or lack thereof). Perhaps you've been following the debacle around Sigg and whether its older-model water bottles contain BPA, or maybe you've heard about the PR agency that was having its interns post positive reviews of client apps on Apple's App Store. There was also a kerfuffle recently about a small PR firm's handling of accidentally CC-ing a pitch to several bloggers, journalists and industry leaders--the firm's reputation was shattered in minutes. 

With these thoughts in mind, you are invited to attended the Hoosier Chapter's monthly luncheon meeting on September 9 (090909). The luncheon will star some of our own member professionals posing ethical dilemmas – real problems they have faced.  The presenters will include Shari Morey of Batesville Casket Company, Inc.; Erik Johnson, APR, Fellow, from Borshoff; and David Shank, APR, Fellow, of Shank Public Relations Counselors.

The audience will be the ethics evaluators at each of your luncheon tables. Together, you and your colleagues will discuss the cases presented and create solutions to the problems posed. 

PR educators Debra Worley, Indiana State University; Ray Begovich, Franklin College; and Jim Bright, Indiana University, will facilitate the table discussions.

Date: Wednesday, September 9, 2009
Location: Hilton Indianapolis, 120 W Market St (map/directions)
Parking: There is free parking at the Hilton on Market St. Parking vouchers will be available at the registration desk. Note: If the Parking Garage says, "FULL" please pull up and tell them you are with PRSA and you will be able to park there.
Time: Registration and networking -- 11:30 a.m., lunch -- 12 p.m., program -- 12:30 to 1:30 p.m.
Cost: Member, $25; Guest, $40; Student, $18
Note: Each attendee will receive an official copy of the PRSA Code of Ethics.

TO REGISTER, CLICK HERE

To Sponsor, or Not to Sponsor Sponsored Conversations Online

When I was a journalist, about once a week I'd receive a media kit in the mail. I'd even have sources invite me to lunch, or offer to buy me a martini. What's wrong with that? As a budding journalist, my editor told me that accepting those things could compromise my objectivity. And maybe so. Admittedly, I took a few of those lunches and accepted a martini or two. Even accepted a media kit. One thing I never did was accept money to slant a story toward the positive. That's what we call a bribe. But media has changed. We have bloggers now. Some consider themselves journalist, others do not. But they are, for the most part, insanely independent. Loyal to their readers. There are no checks and balances anymore, less the moral twinge that for many pricks their soul. So is sponsored conversations with bloggers good?

The short answer is yes. With a caveat, of course.

Sponsored conversations are supported "through financial or material compensation to bloggers in exchange for their posting blog content about a brand," according to Sean Coroan, a Forrester analyst. He states that "sponsored conversation is controversial; many bloggers many believe it threatens bloggers' reputation for independence." In there lies the rub. How do we as public relations professionals, influence the influencers without compromising a blogger's independence? Again, the simple answer is to remember social media begins and ends with people. So building mutual trust between bloggers and public relations professionals is job critical. To help, I've included a few links about blogger relations:

• Bloggers & PR Are Not Enemies: But Quality Efforts Are Needed
• Blogger Relations (and Social Media Release!) Case Study
• Rethinking Blogger Relations
• Blogger Relations 101
• PR Bludgeons Itself :: Again!
• Lessons in Blogger Relations

Building relationships isn't much different than media relations. Now some of my social media colleagues may be pounding their fist on the table and yelling, No! No!. But I'm not talking about mediocre relationship-building. I'm talking about extraordinary relationship-building. Remember, social media begins and ends with people. Have you heard that somewhere before? There are several benefits to sponsored conversations and blogger relations, in general:

• Cheap and scalabe.
• Far-reaching.
• Great for search engine optimization.
• Persuasive.

But the last point is what I want to tease out. If blogger relations is an extension of media relations, then sponsored conversations is a extension of blogger relations. When you pay a blogger to write about your product, your editorial control stops there. Let go. Back away. And make sure you tell the blogger to disclose their relationship with you. But they will probably do that already. Transparency is king! Here's the benefit, though.

Sponsored conversations still hold the weight of third-party endorsement. That means if the copy is compelling, and the blogger has a trusting readership, then it's just like word of mouth. If the blogger was a journalist, and readers know that, the credibility is even greater. See, many journalists are opting for the blog because there's no editor censor, or advertising censor. When I wrote for a newspaper, one loyal advertiser threaten to pull thousands of dollar of advertising if the editor published my story. Guess what? My piece never saw the light of day. So, Corcoran gives us these pointers:

• Insist the blogger disclose your relationship.
• Keep your hands and red ink to yourself.
• Partner with bloggers who write for your target audience.
• Measure. Monitor. Listen.

Building relationship with bloggers is hard work. But it's worth it. In Twitter under my hashtag #socialmediapr, I written that social media is like a marriage. You're either in or you're out. (Something like that.) The point being, good relationships take work. Hard work. Do your part. The rewards will be worth it.

Everyone Listens to WIIFM

Should you go to Blog Indiana, or should you not go to Blog Indiana? That's the question I've been asking myself lately. It's not that I don't want to go, and I probably will because the information remains invaluable, and the list of speakers is no less star studded. The folks behind Blog Indiana are bringing some powerhouse speakers. But I'm concerned the conference leans to much toward the technical side of things. Look at some of these sessions:

1. Why Blogging Is Your #1 Search Marketing Tool
2. Productivity And Blogging
3. The Math Behind Blogging

But there's only one session on WIIFM. After all everyone reading blogs tunes into that station. What is WIIFM? Simply, it's "What's In It For Me." I know it's very self-centered. But people reading blogs want that basic question answered -- bottom line.

While the technical stuff is important, let's not lose sight of the forest for the trees. After attending a blog summit not to long ago and conversing with top-ranking bloggers, after one stood up and said, "Look, everyone is listening to the same station -- WIIFM." I was convinced that we can learn all the technical bells and whistles there is to blogging, but if we can't connect with our readers, if we can't touch them and motivate the very core of what they hold near and dear, nothing else matters.

You can learn from the others, and should attend their sessions. But if you're going to Blog Indiana, Rhoda Israelov has one of the most important sessions to attend.

Sometimes you have to walk away

Sometimes you have to walk away from a sweet deal.

The profession of public relations has our own PR problem, battling perceptions of porous integrity and fungible ethics. Too often, people see us as committing puffery or hype, spin-doctoring on our clients’ behalf.

The PRSA Code of Ethics illuminates a very different sort of practice. Among other provisions, the Code spells out clearly our responsibility to:

• “. . . adhere to the highest standards of accuracy and truth”
• “Be honest and accurate in all communications.”
• “Act promptly to correct erroneous communications for which the practitioner is responsible.”

Recently, a flap over celebrities who were expected to appear at a casino opening—but didn’t—has underscored the supreme importance of truthful communications. After promoting the event based on information the client provided, the PR counsel resigned when it became evident the celebrities never officially committed to appear. Many of us have had to turn down an assignment that would have conflicted with provisions of the Code, or to resign a job that compromised professional ethics.

In our line of work, integrity is the most essential quality we can bring to serving our clients and the public. A well-honed sense of professional responsibility is as fundamental to the practice of PR as flying skills to a pilot. Acting on that sense may cost us a client now and then but is unquestionably the right thing to do in every situation.

To sum up: High-profile client—valuable. Professional integrity—priceless.

Dan Henkel, APR

Chair, Advocacy

Hoosier Chapter PRSA

#journchat lets PR practitioners talk with journalists, bloggers

Brainstorm, at its blog .think, has shared something all PR people should know about.

#journchat is a live streaming conversation held weekly on Twitter as a public forum for journalists, bloggers and public relation professionals to discuss “the future of information mediums, standards and distribution.”

Every half hour, moderators introduce a new topic for the community to discuss and explore.

Read more at An Argument for a Changing Medium.   

Now Is Gone: How Are You Using Social Media In Your Agency?

Social media is here to stay, there's no doubt about it. In fact, during a conversations with a colleague of mine, he said, "if PR agencies don't start embracing social media, we're going to see traditional agencies tank."

I don't know if there's more sensationalism to that than truth, but it got me thinking.

• How are you using blogs to generate business?
• Are you offering blogging services to your clients?
• How are you using the social media news release?
• How are using using Twiiter?
• How are you using social network platforms to stay contacted with clients?
• How are you using social network platforms to help clients do better communication?

January Luncheon: PR practitioners vs Lawyers

If you’ve practiced public relations in situations fraught with legal issues, you know how challenging it can be. If you haven’t, you need to be prepared. The best outcome of “Public relations vs. Lawyers” is win/win/win. In this month's presentation, you’ll hear about three top strategies to ensure that one of those winners is you. The January 14 luncheon presentation will give you insights and tips on creating a winning result that benefits the organization involved and its publics. 

Bobbi Simmons, APR, a veteran of both agency and corporate public relations, will discuss three cases from her career that involved legal issues: seriously damaging false rumors; a client who wanted to violate SEC regulations; and a cooperative project that went sour. She’ll use cases to illustrate how those three top strategies can help you avoid common pitfalls.

Joining her is Rick Pitts, corporate counsel for Arlington/Roe & Co., Inc. Rick is a new ally of Bobbi’s since she joined Arlington/Roe a year ago. He’ll share the lawyer’s point of view, how it differs from the public relations point of view and how to reach common ground.

They’ll end with additional resources that can help you learn even more winning strategies in the battle of public relations practitioners vs. lawyers. Be there!

Date: Wednesday, January 14, 2008
Location: The Marott, 2625 N. Meridian (

map/directions)
Time: Registration and networking -- 11:30 a.m., lunch -- 12 p.m., program -- 12:30 to 1:30 p.m.
Cost: Members, $25; Guest, $40; Student, $18; Teleconferencing, $15

Register now!

Thank you to January's luncheon sponsor: ExactTarget

PR: Not the villain in the auto industry

I was listening in agreement to NPR’s Scott Simon decry the arrogance of auto-industry executives who took corporate jets to Washington to ask for monies from the federal bailout. After all the negative publicity, he said, the executives seemed aware of their blunder.

Then he said this:

“Right now, the public relations personnel of the automakers sound more chagrined about taking private jets to hold out their tin cups than their CEOs. PR people are supposed to protect executives from those kinds of revelations.”

Will the day ever come when PR people get the benefit of the doubt?

When journalists like Mr. Simon, who have dealt with PR people all their professional lives, will first think that what probably happened was one of two things:

• Either the PR people had no idea what mode of transportation the executives were taking to Washington because no one deemed it necessary to tell them, or
• The PR people did in fact know, they tried desperately to dissuade the execs, and they were told to go back to their offices?

Few PR people are idiots. We’re paid because we understand how an act such as this will play out in the public and media arenas.

Most of us will at least bring it to the attention of our bosses. Some of us may not have the gumption to always go to the mat over every issue like this – and it may be that working for an arrogant auto-industry executive means you must decide whether or not to ‘go to the mat’ so often you lose your perspective or simply get tired.

So, Mr. Simon and every other journalist out there whose first response is to assume the PR people are idiots – Stop taking the easy shots.

You’re missing the real story.

Read Lessons in Begging for Auto Executives