Weiner’s Reputation is Worse Than His Chance to Become NYC Mayor

After months of ridicule spawning from leaked photos of Anthony Weiner exposing himself to multiple women via Twitter, he’s recently made the decision to continue his New York City mayoral campaign. The man’s got more balls than I do, but I can’t say mine have been on Twitter. His choice to stay in the race is unwise on many fronts. He has no business running for mayor with all of this negative publicity affecting his public image and personal life.

His situation is dire. At this point he should be more concerned about repairing his damaged reputation. That can’t be achieved when he’s also trying to win a mayoral race that has no business being in. His dilemma can be compared to a PR firm working with a client in a time of crisis. The client may think they know what’s best as far as goals, strategies and tactics to implement, but a forward-thinking client will take a PR consultant’s advice to eventually agree on a plan that is best for everyone involved.

In that plan, sometimes you need to accept responsibility and do things that aren’t always easy. His problems were happening well before his mayoral campaign even started. He was sexting women of all ages while in Congress, and these actions came back to haunt him when he decided to run for NYC mayor in 2013. He never stopped but still tried to salvage his political career.

Weiner acted like a client who is disillusioned, stubborn and petty. Dropping out of this race would be a blow to his pride and ego. He just couldn’t let it go and acted selfishly and embarrassed himself, his wife and family. He didn’t listen to his counsel and became blinded by his own arrogance.

If I worked on his PR team, I would strongly urge him to put the mayoral campaign on hold and focus on stabilizing areas of his life outside of politics. The countless hours he’s spent on the campaign trail could be better spent improving relations with his wife Huma or attending sessions with a therapist to address issues that really matter.

By staying in this race, he’s digging himself into a deeper hole by choosing short-term goals over long-term happiness. Weiner must take care of personal matters to show his family, friends, supporters and the voting public that he’s ready to be a faithful public servant again.

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The NFL and its Lingering PR Problem

The National Football League is arguably the most popular sporting league in the world. It won’t remain that way unless there’s a better effort to discipline players who consistently damage its reputation. Roger Goodell & Co. conduct business as usual with a “too big to fail” mentality, but if they don’t address this pressing issue soon it could lead to harsh consequences for the league and each of its 32 NFL franchises.

Since the Super Bowl in February, 27 active NFL players have been arrested for a number of different crimes. Former New England Patriots tight end Aaron Hernandez is one of those 27, pinned with murder and five related gun charges just two short weeks ago. I thought the Plaxico Burress and Michael Vick incidents would be enough to push the NFL to make drastic changes to its player misconduct policies, but apparently not.

The league’s public relations crisis should be broken down, analyzed and mitigated with a strategic plan. The NFL has the reputation as the most competitive football league in the world, but off-field issues involving players continue to damage that reputation. Decision makers have been reactive instead of proactive in combating player misconduct. To salvage the league’s image and restore credibility with the fans, media, and other stakeholders, these steps should be taken by the NFL:

  1. Set a long-term goal that will be the main focus of your efforts. In this case, “Decrease the number of off-field player incidents.”
  2. Establish strategies, which are the broad approaches you’ll take to achieve the goal. Revising player misconduct policies and enforcing stricter penalties and repercussions are a few good examples.
  3. Identify measurable objectives that will be used to see if the strategies are being met. Banning or suspending players who act out could be an objective that’s easily measured to see if player misconduct decreases due to increased player bans and indefinite suspensions.
  4. Tactics need to be implemented to achieve the already set strategies and objectives on a day-to-day basis. Working with the press to get the message out about revised policies and forcing players to seek professional help to fix behavioral issues are a few useful tactics that will aid in achieving long-term goals.

This problem is not going away anytime soon. It’s imperative for the NFL to take action and not just expect the problem to fix itself. Like any successful PR campaign, a lot of planning, research and good execution will lead to better results for the league.

Yahoo Can Keep Buying, But It Won’t Fix Their Dying Brand

Yahoo is trying to stay relevant, and the company’s recent Tumblr acquisition is proof of their desperate efforts to keep up with the likes of Facebook, Twitter and Instagram. So desperate in fact that since Marissa Mayer’s takeover as Yahoo CEO in July 2012, she’s acquired 11 companies including the $1 billion Tumblr.

While Marissa hopes that Yahoo will get her groove back, she’s neglecting how far behind Yahoo is in every aspect of web culture today. Yahoo was a powerhouse in the early days of the internet, but they failed to adapt and were left behind. It has the resources to make a resurgence, but they missed the window of opportunity to innovate in the social space while the iron was still hot. They still offer decent products like Yahoo Finance and Sports, but overall the company is struggling to remain relevant in a digital world they don’t recognize anymore.

The Tumblr takeover was counterproductive at best. It may appeal to advertisers in the short term as far as reaching younger demographics, but it won’t change the perceptions these generations have about the company. Brands like Facebook, Twitter, Google, Apple, Pinterest, Instagram and Reddit have found their niche and are successfully building their respective user bases. Yahoo’s complacency during this time of rapid change is one of many reasons why they lost their competitive edge. It’s very congested now and it’s safe to say Yahoo missed the boat.

Jason Collins And The NBA’s Unique Branding Opportunity

If you haven’t heard of Jason Collins before today you’re not alone. He’s kept a low profile during his 12-year career as a professional basketball player in the NBA, but today he became the first openly gay male professional athlete in a major American professional team sport.

For the professional sports community, this announcement couldn’t have come at a better time. While society becomes more accepting of equal rights and treatment for the LGBT community, there’s been a growing stigma surrounding homosexuality in professional sports. Collins broke that barrier this week, and he will go down in history as a man and player who forever changed the face of professional sports.

This amazing story of courage and strength should push the NBA to build on this narrative and strengthen their global brand with the LGBT community and its supporters. It’s a great opportunity for Collins, David Stern (NBA Commissioner) and the league to lead the conversation surrounding this controversial topic. Athletes should feel comfortable coming out during their careers and not being discriminated against for their sexuality. An NBA campaign that focuses on LGBT issues would unite players and bring together fans to create a new culture around homosexuality in the NBA. Other professional sports leagues might even be inspired to create their own campaigns and come together as people to address this issue.

Organizations try to identify worthy causes to get behind. The NBA should use Jason’s story as a way to align their brand with progressive values that are more prevalent in sports and society today.

It’s 2013, public sentiment is shifting in support of LGBT rights and equality. Strong support of Collins and the overarching issue will show the world that the NBA values authenticity, acceptance, fairness and equality. Branding aside, it’s something truly special to witness for Jason. After years in the dark, he finally gets to live an honest life and hopefully inspire other athletes to come out and embrace their sexuality.

Unethical PR Pros Abuse Reddit’s ‘Ask Me Anything’ Subreddit

If you’re unfamiliar with the popular social news site Reddit, here’s a short summary. Users post content — pictures, news articles, memes or gifs, then users have the option of upvoting or downvoting content based on how funny, interesting, creative or relevant each submission is. The best content gets the most upvotes and will often make it to the front page of Reddit. The site is made up of subreddits, which are communities about any topic of interest.

The subreddit, IAmA, or Ask me Anything, give Redditors the opportunity to interact with celebrities, thought leaders, athletes, musicians and anyone with a great story to tell by asking them questions within the subreddit. If used correctly, the platform is a great way to gain exposure on the site and interact with fans and users.

But publicists and companies have tried to abuse this power by focusing on promotion and trying to dupe the community into believing the AMA was genuine.

AMAs with Morgan Freeman and Woody Harrelson are prime examples of this abuse by PR people who want the exposure for their client without doing any of the work. These men are two excellent actors, but the way their press people handled their AMAs was unethical, tasteless and disrespectful to the community. Each of the lazy, thoughtless responses to fan’s questions made it seem like a publicist was on the other end pumping out pre-written statements about films each actor starred in.

There is an overall lack of transparency, the first rule you should never break in PR. It ruins the integrity of the profession and makes us work even harder to fix the reputation of this industry. If we ever want to be respected and trusted as an industry, these practices need to stop. We have a code of ethics for a reason, and it needs to be followed and enforced for the long-term stability of public relations.

Changing Perceptions of a Misunderstood Profession

The negative and often misunderstood perception of public relations professionals and the entire industry has been the thorn in our profession’s paw for decades. We’re managing the reputation and image of clients we represent, but what’s being done to manage the reputation of our own industry?

The C-suite is starting to realize the value of public relations toward the overall success of an organization. If we want the respect we deserve as a profession, PR executives must be included in strategic business decisions made by top executives. The tides have slowly been changing, and it’s exciting to see the influence public relations has garnered in recent years.

It boils down to an industry’s damaging image that’s been shaped by the media, television and the ethical wrongdoings of days past. There’s a common misconception about what we do as PR professionals. For a thorough, accurate explanation of what we actually do as practitioners, this PRSA article sums it up perfectly.

If we’re hoping to improve our industry’s reputation and gain influence atop the corporate ladder, we must:

  • Prove our worth by using appropriate measurement standards to tie in PR plans and strategies to the bottom line of a company
  • Not let publicity define public relations
  • Highlight and enforce our Code of Ethics to ensure the profession continues to be positively perceived in the eyes of consumers and other professions.
  • Change the stigma of PR pros being viewed as flacks or spin doctors. Transparency and openness is crucial toward the success of our profession for the long term.
  • Practice corporate social responsibility by supporting the communities and people you serve. These good deeds humanize our industry and make it clear that philanthropy, not profit, is at the heart of what we do.

This is clearly not an extensive list, but surely a  proactive vision toward a fresh start. The work we do for clients is invaluable, and our good practices and efforts should be better recognized and appreciated.

Psychographics: The New Buzz Word

Why can’t practitioners no longer use demographics to tailor a message to a target audience?

Segmenting is about the feelings, attitudes and perceptions of a consumer that drives purchase decisions. Focusing solely on demographic information will result in a failed campaign, and here’s why. Consumer’s personal attitudes, beliefs and morals are becoming more important when identifying key messages. Demographics only scratch the surface when it comes to identifying a target market.

Consumers have lives that are shaped by personal experiences, and they’re searching for brands that closely align with their values as human beings. Corporate Social Responsibility (CSR) can play a big role in building trust with publics that appreciate companies that are not solely focused on their bottom lines. Grassroots campaigns, community involvement and compassion toward others will go a long toward placing your client in a positive light with the people who matter most.