Dave Baum Media Training

A STRONG SPIRIT NEVER BENDS—“We receive many requests for refunds every day for similar situations. It wouldn’t be fair to bend policy for one and not all. We will not make customers who follow the rules pay for those who don’t. It just isn’t fair. (Statement from Spirit Airlines) . A 76-year-old veteran bought a $200 ticket to see his daughter in New Jersey. After buying the ticket, he found out he had terminal cancer and couldn’t fly. Jerry Meekins asked Spirit Airlines for his money back— he offered to provide diagnostic evidence of his illness. Once again it’s all about perception. Why is it becoming so tough to do the right thing before your feet are pressed to the fire? What would you do or recommend to your boss?

SELLING YOURSELF OUT…LEGISLATOR TO LOBBYIST—Marlow Colvin was an Illinois state rep when he co-sponsored a bill okaying the construction of a new coal-fired plant downstate. Then Colvin resigned his job and took a new one as a ComEd lobbyist. High on his agenda? Convince solons to vote against the bill he co-sponsored because it’s not in ComEd’s best interests. No debate of the merits/demerits of the legislation here but makes you understand why pols have about as much credibility as used-car salesman.

BUYING MEXICO FOR $24+ MILLION MAY BE A BARGAIN—The NY Times sez Wal-Mart paid Mexican big shots lotsa pesos to grease the quick approval of its expanding global biz south of the border. The NYT says Wal-Mart execs knew in 2005 that its subsidiary (Wal-Mex) was bribing to get permits to build stores. Called “Integrity”, Wal-Mart send an internal memo saying it takes compliance with American law against ‘cash-for-foreign favors’ very seriously. “We will not tolerate violations anywhere or at any level of the company.” As time goes on…do the true meaning of words like ‘integrity’ and ‘ethics’ lose their flavor like sugarless gum? Was Gordon Gecko right then—and—now?

JUST KEEP YOUR MOUTH SHUT POLICY—The laundry list of ineptitude grows at publicly-funded Chicago State University. Add a “don’t talk to the media policy” to lousy graduation rates and much financial mismanagement over the years. CSU’s Marketing/Commo chief sent an e-mail to faculty + staff that all communications must be “strategically deployed” to protect the school. Only designated media relations folks will do the yakking. After a public ‘airing’ of the issue…the policy is now under review as should be the job of the “#1 Mouthpiece” for Chicago State. FORBID is a word that creates challenge, confrontation and crisis. Chicago State tried the double-dog-dare-you or the ultimate triple-dog-dare. Bad idea!

NO LADY MEMBERS ARE PAR FOR THE COURSE—Augusta got reamed again for not having any female club members although one of its main TV sponsors, IBM, is run by a lady. Pres. Obama chimed in by saying Augusta needed female members. A CBS newsman (Mark Knoller) pointed out that the President has included women among his playing partners only twice in 93 rounds of golf since taking office. Do as I say and not as I do works unless someone is counting.

THE CHIEF IS HAVING A GOOD LAUGH—How sad when a university, like Illinois, becomes a “laughing stock” because it can’t manage its own presidency, law school application scores, hiring of football and basketball coaches and favored legislative scholarships. From a communications standpoint, ILLinois is a disaster. Perception? Reality? The two are fused together in one word—INEPT. There is plenty of blame to go around for the futility exhibited by the orange-and-blue. A university who believes its “big-time” while the rest thinks “small potatoes”. How tough is it to rebuild a reputation? Where do you start?

(For the record–Mr. Baum is a broadcast-journalism graduate of the U of I.)

JET BLUE HONCHO STEPS UP—After a Jet Blue pilot went goofy on a flight to Las Vegas, was overpowered by customers and turned over to authorities in Texas, the TODAY show invited the airline’s CEO, Dave Barger, to a Q-and-A with Matt Lauer March 28. Barger was quite impressive—he had a message, kept repeating the quick-thinking of his crew and the passengers and acknowledged what was, at first, a medical issue because a security matter very quickly. Lauer asked tough questions but Barger was well- prepared and hit a home run. A clear message—no speculation and a friendly non-defensive demeanor.

WHAT I DO IS NOT JOURNALISM…WHAT THEY DO IS—“This American Life” admitting that one of its most popular episodes was ‘partially fabricated’. In other words, journalists didn’t fact-check storyteller Mike Daisey’s claims about Apple’s supply chain employees in China. It was done by a reporter for another show who found discrepancies. Says Daisey “the tools of the theatre are not the same as the tools of journalism.” TAL’s host Ira Glass has declined numerous media requests for interviews to give his perspective on what happened. These days, media can ill afford examples of careless reportage and expect a doubting public to forget.

THE BEEF WITH ‘PINK SLIME’ MAY BE THE FALLOUT—It’s all about a ground beef filler…an additive known as ‘pink slime’ (words can define)…supermarket chains refusing to sell the product…social media climbing on the bandwagon…layoffs occurring at plants that produce the beef filler. A spokesman for Beef Products, a major producer, said “the derogatory term has trumped all science, all facts, all history.” FYI—the filler has been used for two decades and the U.S. Department of Agriculture says it is safe. A classic—you don’t think you have a problem…others redefine the process as ‘pink slime’ and you do have a problem.

THE TRUTH MUST BE SOMEWHERE IN BETWEEN—A recent Chicago north suburban poll (Skokie Patch) asked residents if they thought violent crime had gone up, down or stayed the same. About 170 readers responded. Ninety (90) percent said they believed crime had gone up. Police said data showed crime is actually down. Numbers can be manipulated…so can feelings. The best communications counselors will tell you when the public thinks you have a problem and you don’t…YOU DO!

CHICAGO GETS THE ‘DUMB AWARD’ HANDS DOWN—Chicago City Clerk Susana Mendoza and her advisors don’t appear too swift. One day, she’s awarding a 15-year-old kid a $1000 bond for his design of the new city sticker. Soon after, she’s dumping the kid’s design without talking to him, his mom or his teacher. Why? Hands drawn on the design could be a ‘notorious’ gang symbol. Says Mendoza “it’s an issue of the perception that’s now out there in the city”. The second-place winner declined to have her
designed used. Once again, perception is what counts. Maybe Chicago’s new city sticker should have a big Question Mark and nothing else on it?

FACE IT—FACEBOOK DOESN’T WALK-THE-TALK—Facebook has more than 800-million users. Most of them are women (55-60%). Facebook has seven members of its board of directors. None is a woman. A non-profit (Catalyst) that researches women and biz issues found than less than 12% of the Fortune 500 had male-only boards in 2011. The no-women-in-the-boardroom issue is older than an electric typewriter. But some companies rarely take an internal look at themselves—too busy setting a social media strategy for others.

KOMEN FOR THE CURE GETS UN-PLANNED SURPRISE—Speaking of social media, it was largely responsible for the firestorm that ripped breast-cancer charity Susan G. Komen for the Cure. Komen cut funding to Planned Parenthood for breast exams and education programs. Anti-abortion attitudes seemed to be at the core of the story. A few days later, the author of the Komen cut-back plan
resigned…Komen got a MAJOR black eye…Twitter and Facebook took major credit for galvanizing protests. Lesson to be learned—think through communications strategies and analyze reactions.

SUPER PACS… INSIDERS AND OUTSIDERS—When a few can greatly determine an election’s outcome…when candidates call themselves ‘outsiders’ but we know they’re mostly ‘insiders’…when the public begins to yearn for smoke-filled back rooms and old-fashioned conventions.

MITT MEETS THE MIDDLE CLASS “NOT MUCH”—“I get speakers fees from time to time but not very much” ($374,327.62). Mitt then later joked he was “unemployed” from Feb 2010-Feb 2011. Mitt’s income tax return showed $21.7 million income in 2010. Comment: Romney’s commo advisers should be fired for allowing him to make a fool of himself before the very audience he is seeking to attract…middle class and independents. No thought to message or perception.

A RIM SHOT THAT GOES NOWHERE—Blackberry- maker shakes up top management and schedules calls with analysts and biz media to trumpet the change and posts a video to introduce new top guy. Top guy has a monotonous, halting style and says very little to change perception of a failing smartphone maker.
Reaction samples>>”not particularly compelling”…”this guy is calling a spade a four-leaf clover”…he speaks as slow as their OS.” Comment: Message Development, Key Audiences, Stories/Examples and some intensive Media Spokesperson Training might have worked. It appears he did none of the afore mentioned.

IT’S A CARNIVAL WITHOUT A TOP BARKER—Can you manage a big-time crisis from Miami when the problem is in Italy? Micky Arison, the top guy at Carnival, is letting his underlings at Costa in Italy, handle the sinking of the Costa Concordia i.e., drownings, injuries, why-and-how it happened, the blame-game etc. Some say Arison wants to distance Carnival from this cruise-line disaster. One expert was quoted as saying “if he (Arison) talks, Carnival is speaking.” Another suggests you can’t be invisible when the spotlight is shining on you, the CEO. Comment: There’s a time and place for #1 to step up in any crisis. BEING THERE, we think, lends credibility to the words and actions of Carnival.

LISTENING IS AN ART FORM—Verizon Wireless wanted customers to pay an extra fee to pay bills online or over the phone. An on-line petition (100,000+ signatures) suggested it was a VERY BAD IDEA. The FCC said it was looking into Verizon’s actions. Verizon Chief Exec Dan Mead said “we take great care to listen to our customers.” Fee never implemented. Comment: If customers/public think you have a problem…you do. Fix it fast!

SUN-TIMES VOTES NO ON ENDORSEMENTS—The former “Bright One” suggests ‘research’ determined the elimination of political endorsements. The S-T said it doubts the value of such ‘picks’ that may promote the perception of a hidden bias by a newspaper. Comment: How about sharing the research and giving readers some examples of so-called ‘hidden biases’ over the years?

SOMETIMES YOU CHOOSE NOT TO PLAY—Recently a client was asked to participate in an ‘investigative’ TV story about his product and service. Credibility charges had been raised by a self-styled critic that interested the reporter. He wanted to interview my client. We wanted to know who else, specifically, was going to be in the TV piece. The reporter refused to say. We suggested the client decline the interview and release a short statement highlighting the product’s authenticity and popularity. It was used in the story. There was no fallout. Not participating with media is good strategy on occasion.

PLUG-INS BESET WITH FIREPOWER—In the beginning, Uncle Sam (NHTSA) praised the GM electric Volt—safe as its conventional counterpart (gasoline-combustion). Not so fast. A problem with batteries sparking or catching fire after a crash. Now a 180-degree turn. Safety is a concern. Now the fed highway folks are conducting tests and GM is offering loaners to any of the 6,000 Volt owners . Measure what you know with what you say. Eating words doesn’t taste good.

INCREDIBLE FUMBLIN’ AND BUMBLIN’ AT JOE PA ST. AND ‘CUSE—What did you know and when did you know it? Thank you Dick Nixon. Burying dirty little secrets doesn’t work anymore. Pity Joe Paterno, Penn St’s former president, athletic director and soon-to-be all present coaches and associates of the Happy Valley football program. Anyone who has ever competed in sports at any level knows that coaches are a tight-knit group…no secrets! Jerry Sandusky may be guilty of being a child molester but the “enablers” are morally and ethically bankrupt. Same is true for Syracuse basketball coach Jim Boeheim who initially called alleged molestation victims of his assistant basketball coach, Bernie Fine, “liars who are just seeking attention and money”. Days later the ‘Cuse fired Mr. Fine as more victims surfaced as did comments from Fine’s wife about his ‘passions’. Boeheim retracted all of the venom he had spit. “I never witnessed any of the activities that have been alleged.” Fine coached at his side for 35 years. How could Jimmy B. have missed it? How ‘bout everyone else around the ‘Cuse b-ball and athletic programs? Time to get out the walking papers for Boeheim, the university president and the athletic director. The truth will set you free if you use it. Editor’s note: Marquette, Citadel Military and other colleges and universities who have buried investigations of sexual assaults and abuse for fear of broader investigations. The University of Illinois’ Law School Dean of ‘Grade-Changing’ and his subsequent release. Maybe just the tip of the academic iceberg? How many others will be shown to be “enablers” for $$$$$.

RAHM SHOULD LEASE AD SPACE ON CITY HALL FAÇADE—Most thought Mayor Rahm has a feel for culture and the arts. Ballet dancer, theatre, opera etc. How about those B of A signs on the Wabash Ave. bridge? Can you spell U G L Y? Part of a Rahm plan to raise $25 million by selling ads on city property. Critics like the Trib’s Blair Kamin calls it “tasteless and clueless”. How about astonishingly short-sighted and stupid? Maybe Mayor Rahm should lease portions of City Hall’s smooth gray stone (LaSalle Street side)? Here’s a suggestion to Mayor Rahm’s marketing and P-R folks—give PayPal a call. Could blend in nicely on City Hall’s exterior.

B of A SEES LOTS OF ANGER NOT $$$—It took the bankers who advertise on the Wabash Ave. bridge about a month to figure out charging their customers to use their debit cards was downright moronic. Five bucks a month to make purchases was the plan. It was scrapped pronto when Sen. Dick Durbin suggested customers should “Vote with your feet.” Bank spokespeople said “we have listened to our customers very closely” …Kudos to the bank for finally doing-the-right-thing but the reputation damage was already complete.

CAIN’S A ‘CLARIFIER’ NOT A ‘SHIFTER’—Poor Herman Cain. He wants to be a political big shot. His lady friends (other than his wife) never figured Cain wanted to be President. Seems like he never ‘bought their silence’. Cain, learning the hard way how to be a pol, must have been told that deny-deny-deny was a great rebut and defense. Doesn’t work that way. Ask Gary Hart and so many others who followed in his footsteps. Morals and ethics have badly stumbled in the 21st century. But most folks do have a sixth sense of knowing right from wrong. Herman became a pol and lost his common sense. By the way, without the media many decry…would we have discovered that Cain isn’t able? Lying is tantamount to verbal quicksand. Once you’re stuck—you’re not getting out.

GOOD TIME TO REFRESH COMMO SKILLS—December and January are usually good months to sharpen verbal dynamics through media spokesperson refreshers and crisis communications programs with hands-on crisis exercises. Consider it an opportunity to avoid the intentional and unintentional gaffes we highlight in MEDIA STRAIGHTalk. It’s all about Doing Business with Media and Winning. We can help.

Merry Christmas, Happy Chanukah, Healthy and Successful New Year to you

I MESSED UP…MY SINCERE APOLOGY—Netflix boss Reed Hastings apologized for his ‘arrogance’ in telling subscribers he was splitting services and jacking up prices. Social media response handed him his head…more than 25,000 responses (mostly negative) and a 7% drop in stock price. Hastings used his personal blog to say he was sorry…a very effective way to own up to a problem and reduce some of the sting. It also personalizes the message. This is PERCEPTION. The REALITY? Hastings didn’t change course.

SELIG WAS ‘BUD LIGHT’ ON 9-11 ISSUE—The New York Mets wanted to wear NYPD and FDNY caps during their 9/11 baseball game at Citi Field. Major League baseball threatened the Mets with a fine if they didn’t wear the proper baseball cap. Baseball commish Bud Selig called the Mets complaining his office had been thrown “under the bus” by the team for going public. He was embarrassed. 9-11, Respect, Heroism is the issue. PERCEPTION? Selig and MLB made a mountain out of a molehill by not being flexible. REALITY? The game was played without incident. Make sure you understand the consequences of what you say BEFORE you say it.

UBS ROGUE TRADER LOSES $2 BILLION—Swiss bank UBS had “no comment” and refused requests to provide details when one of its traders racked up as much as $ 2 billion in losses using the firm’s own money. Moody’s is reviewing UBS’s credit rating for a possible downgrade citing concerns about UBS’s reputation and its abilities to manage risk and rebuild. The CEO has resigned. Prepare to ‘share’ bad news. Be ready to tell key audiences through the media what you know. Communicate what you’re doing to solve the problem OVERANDOVERAGAIN. UBS did nothing. What’s a reputation worth?

PHONE COMPANY LAWYERS CAN’T KEEP A SECRET—Uncle Sam has put “on hold” approval for the proposed AT&T T-Mobile merger. AT&T is ready to pony up $39 billion for the deal. Its lawyers, in confidential data that went public, have indicated the buyer could have expanded its high-speed wireless service to most Americans for
one-tenth ($3.8 billion) of the cost of the T-Mobile deal. Good for the public to know the truth as the AT&T/T-Mobile ‘spin malarkey’ continues. Not easy to buy back trust and credibility. Try the truth over ‘spin’. Saves lots of grief!

POLITICAL PALAVER PUTS PERRY IN PICKLE—Foot-in-mouth disease seems to be incurable in politics. Much like dementia…there’s no coming back. Texas Gov. Rick Perry’s assault on the Social Security system calling it a “Ponzi scheme” and a “monstrous lie”. The GOP prez candidate didn’t provide any short-term or long-term solutions for the very expensive seniors safety net. Be prepared to back up controversial statements with a better plan or options. Let viewers, readers and listeners know you don’t shoot-from-the-hip. Think issues out.

MAKE IT UP AS YOU GO ALONG—Fox Sports admits it made up some headlines about Jay Cutler’s performance in last season’s NFC title game with Green Bay. The ‘heads’ were mouthed by an NFL analyst during the Bears first game with Atlanta. When Fox was challenged…it took the sports-jocksters two weeks to admit the headline stuff about the Bears not-so-funky QB was made up. Fact checking is something media used to believe in. Whether media or newsmaker…check it out before you say it.

WHEN THE GOVERNMENT GOES FISHING FOR BASS—Uncle Sam is always interested in businesses that might discriminate. Could it be that outdoorsy Bass Pro Shops discriminate against blacks? The EEOC thinks so and is going to court in Texas. Bass denies the charges and in a statement accuses the EEOC of ‘prejudice against outdoorsmen’. Would have preferred Bass Pro shops line up minorities for interviews about its affirmative hiring rather than a potshot at the Fed. It’s all about selecting key audiences for your communications. Looks like Bass was caught hook, line + sinker when it comes to lousy communications strategy.

A ‘RULE OF THE ROAD’ FOR DOING BUSINESS WITH MEDIA
Never answer a speculative question with your speculation.
Only tell the reporter what you know. Speculation = BIG TROUBLE

RIPLEY WAS RIGHT…BELIEVE IT OR NOT—It’s a journalist’s job to separate facts from fiction…facts from opinion. Much tougher to determine these days with the blinding speed of news dissemination and shorter deadlines.
You make the call—FACT or FICTION?

• “you will see gasoline come down below $2 a gallon again in my presidency” (Michele Bachman)
• “we just didn’t win enough games” (former Cub GM Jim Hendry)
• “my friends and I have been coddled long enough by a billionaire-friendly Congress” (Warren Buffet on taxes)
• “My performance in terms of transforming the company has been strong.” (Bank of America Chief Exec Brian Moynihan as the stock continued to tumble and more layoffs announced)
• “If I use my kids’ education in any political context, I’d be less of a father than I want to be.” (Chicago Mayor Rahm Emanuel on why he is sending his children to private school and not CPS).

PEOPLE WHO LIVE IN GLASS HOUSES—Ever get ‘hacked off’ at someone? Whole different meaning these days. The News Corp. Hackers Society is having a very tough time leveling with British Parliament and many others about eavesdropping on personal/sensitive phone calls without permission. The Nixon Rules apply here: What Did You Know and When Did You Know It?
Son James may not make Dad Rupert proud on this one. Crisis Commo at its worst. The truth will set you free—maybe the Murdochians should use it.

SIMPLE ENGLISH ISN’T SO ANYMORE—The Wall Street Journal’s OVERHEARD column describes corporate jargon spilling into ordinary life. Asked when he was planning his coming wedding. A Wall St. legal eagle responded “We’re trying to schedule it for 4Q.” #1 Communications Issue for corporate types…speak so everyone from a 4th grade to PhD education understands what you’re talking about. It makes “connecting” a lot easier.

—The best Public Relations experts help the media succeed and, in return, media will help the newsmaker WIN. It’s never been the other way around—

STORIES SELL YOUR POSITION—Businesses that use a blitzkrieg of numbers, charts and diagrams to make a point MISS a key ingredient…stories (examples). Easy to use…quick to comprehend. Spirit Airlines announced a $5 fee for passengers who have a boarding pass printed by a Spirit check-in agent.If the passenger prints his/her own boarding pass…no charge. Sprint’s chief exec Ben Baldanza explains “Imagine if you went to a restaurant and all the meals came with dessert. That’s great if you like dessert but, if you don’t, you would prefer the option to pay less for the meal and not take the dessert.”

THE ‘SOCIAL’ SIDE OF CRISIS PLANNING—If you’re a communicator better not ignore social media especially when it comes to a crisis of ‘bad’ news breaking out. We’ll assume you’ve got the traditional media covered and have an up-to-date crisis plan that’s been battle-tested. Thoughts for you to gnaw on: Who’s in charge of your social media? A team? One person? Own your own front page like Google where people can get updated info. Disseminate correct information on and off-line with a consistency of message. Keep your internal commo pipeline open and monitor on-line conversations to minimize falsehoods and assumptions.

NO EXCUSE FOR DOING SOMETHING STUPID—A former Sun Times staffer fired because she ‘phonied up’ a review about a concert. The reporter, now a bit wiser, opened a new paige by taking her two young kids. Stuff happens…especially to little kids. The scribe left before the concert was over and filled-in-the-blanks. Unfortunately her fill-ins didn’t fit the actual concert.
Not a good time to take liberties with the truth when 21st century media is under siege for a make-it-up-as-you-go-along mentality. By the way…the headline is her own words!

TOO MANY COOKS SPOIL THE CORPORATE BROTH—Some corporate communications experts have a serious problem. Too many of their senior exec colleagues ‘speak’ for the boss. A very bad idea! If the boss doesn’t want to talk…then the corp commo person does. Makes sense to have the top folks media-trained so they will be “savvy” to the business of asking-questions-for-a-living. The responsibility for selecting spokespeople (other than the boss) belongs exclusively to the corp commo/media relations person. Just answering questions can get you into a lot of “hot water” you’ll regret later.

MAYBE NO GOVERNMENT IS THE REAL ANSWER—The Wall Street Journal reports Belgium hasn’t had a government in more than a year. Belgium’s deficit has narrowed and unemployment has dropped to 7.6% from 8.4% a year ago. Maybe we need to test “smaller is better” theory in government? At least in Belgium, politicians can’t take credit for anything other than getting out of the way.

SPECIAL FAVORS FOR FAVORED FOLKS—IL Gov Quinn jacks up the corporate and personal income tax…then offers “$$$ perks” for the corporates to stay rather than flee to WI, IN, TX, FL.
Voters were told by Quinn that corporates should pay their “fair share”. Guess the former populist needs a new message-developer to help GET IT STRAIGHT.

THE ‘DELTA FORCE’ NEEDS AN ENEMA—Follow this bouncing ball>>>>>

June 6…American soldiers, returning from Afghanistan, are charged
with extra baggage fees by Delta despite an agreement with the Armed
Forces.
June 7…a public apology from Delta for any ‘miscommunication’
regarding its policies and inconvenience Delta may have caused.
June 8…Delta increased the free checked baggage allotment for U.S.
Military traveling on orders.
UPSHOT—it was about THREE checked bags now increased to FOUR.

Credit Delta for taking action but way too much time to get it done. A Public Relations gaffe that could have been avoided.

TONY THE TIGER COULD HAVE DONE BETTER—The FDA has warned Kellogg about bacteria and substandard production procedures at a southern food manufacturing plant. This in the face of a Kellogg supply chain problem that resulted in several major recalls.
Listeria on “food contact” surfaces. A 2010 recall of 28 million boxes of cereal due to foul smells coming from plastic packaging. Kellogg’s tepid response? A spokesperson says “the safety of our food is of utmost importance to Kellogg”. CEO John Bryant says “we believe that we’re mitigating a lot of the risks out there from a food safety perspective and a food quality perspective.” What are they talking about? When you have a problem, better get SPECIFIC with the actions you’re taking to solve the problem. Corporate lingo is verboten here. Use language parents can understand. After all, they buy your product. STORIES—EXAMPLES.

HAVE A GREAT SUMMER

Since the Dave Baum Media Training Group was formed in 1973, we’ve worked with clients who want to do business with media and WIN the battle of perception to key audiences. Some observations on winners and losers.

OSAMA SLEEPS WITH THE FISH—Bin Laden’s death tests the mettle of America’s journalism fraternity…under critical siege for many years for emphasis on ‘celebrity’ rather than facts and accuracy. Will there be reporters who fact-check what the Obama administration has told us about events that led up to the death and burial of Bin Laden? Accept the government’s version right now but await confirmation that what we’ve been told is what happened. In less than a minute…you can come up with 5-10 questions you’d like answered. Perception versus Reality.

OHIO ST. HAS ‘IMPLICIT TRUST’ IN LIAR AND CHEATER—Buckeye football coach Jim Tressel,according to the NCAA, showed a lack of honesty and integrity when he failed to reveal player violations to his bosses. Even though he was tipped off by a booster, Tressel kept his mouth shutabout “swag for tattoos”. His bosses, OSU prez Gordon Gee and Athletic Dir. Gene Smith said they stood behind Tressel. Gee went so far as to suggest (assume with tongue-in-cheek) “I’m hoping the coach doesn’t dismiss me.”No book signings lately (outside Columbus, OH) for the Buckeye mentor’s self-help manual, “TheWinners”…a compilation of stories and examples of becoming a better person. Reputation is very precious…tough to get back once you lose it.

HOSPITAL OWNS UP TO NEGLIGENCE IN BABY’S DEATH—Advocate Lutheran General Hospital in Park Ridge, IL admits its hospital staff mistakenly gave an incorrect dose of medicine to a 6-week-old boy. A spokesperson said “a hospital error led to the incorrect concentration of sodium in the IV solution. Our prayers continue to be with the family.”A heart-breaking time for the parents…the truth coupled with sadness and compassion from caregivers.A law suit to follow. Accepting blame… where deserved…is rare.

A GOOD QUOTE SAYS IT ALL—Reporters in any medium LOVE quotes or soundbites that put a face on the story they’re trying to tell. A story without a good quote is like a chocolate cake without devils-food icing. Some good ones lately: Ald. Bernie Stone, after suffering a defeat at the polls, said of his opponent “she’ll be a disaster for this (50th) ward. There’s no way I’ll help her. She knows nothing.”A supply-chain consultant, commenting on business obsession with reduced inventories (just-in-time approach) said “Prior to the recession—and now in the recovery—we aren’t just lean, we’ve become anorexic.” The retired chairman of Wells-Fargo Bank, Richard Kovacevich, talking on a cable biz show about growth. “You don’t get better by being bigger…you get bigger by being better.” Paint pictures and reporters will use you again and again.

FOUR STARS WITH NO FIGHT—Sign of the times? WSJ reports Gen. James Cartwright, Vice-Chairman of the Joint Chiefs of Staff, is under consideration to succeed his retiring boss. Gen. Cartwright, says the Journal, is highly decorated but hasn’t served in Iraq or Afghanistan, and in his career never deployed in combat.

CHANGE WE CAN BELIEVE IN—Even the President forgets a microphone is “hot” unless knowing otherwise. At a recent Chicago fundraiser, Mr. Obama lamented the GOP was “nickel and diming” him on budget negotiations. “You think we’re stupid?” Number One’s press secretary covered for him and said the President wasn’t embarrassed.

Never assume a microphone is OFF. If wearing a cordless mike, be careful of what you say even when the interviewer isn’t physically present. The audio could be ON in the control room.

IT’S NOT OVER ‘TIL THE FAT LADY SINGS—Most presenters/speakers believe the show begins and ends with their material. Not so fast! A terrific presentation can be destroyed by the obligatory question-and-answer session that follows. The lady in the 14th row who asks a question you didn’t prep for or can’t answer because you don’t know. Then the ‘tap dance’ begins and it’s all DOWNHILL for the presenter. A word to the wise presenter—take the four questions you hope you don’t get asked and work on realistic and truthful answers. Rather a great finish than a q-and-a that is embarrassing.

NEVER SAY ‘NO’ TO THIS FREEBIE—TV/cable/biz shows are always looking for guests. It’s all about filling-time-with-product. Make yourself available to sell/market your product or company. If you’re good and they like you…you’ll get invited back. The cost?FREE! You never get a bill from TV/cable/radio. You need to know the “rules of the game” before you play. Ask us…we’ve played our whole lives and can help you.

A WILDCAT ELECTRIC-POWERED WORKOUT—Northwestern’s after-class “hands-on” sex demonstration raised more than questions of human sexuality. We’ll leave the issue of ‘advancement of knowledge’ to you. What is baffling is the thinking of the University spokesperson. Initially Alan Cubbage said “the university supports the efforts of its faculty to further the advancement of knowledge.” Less than a day later, University President Morton Schapiro said he was “troubled and disappointed” by the live sex toy demonstration. In other words, Schapiro got the real message from alums and other NU backers. It’s always a good idea to check with the boss before you promote an organization message the chief can’t buy or sell. ONE CONSISTANT MESSAGE.

WHAT RENAULT DIDN’T NAULT—The car-maker fired three senior managers accusing them of espionage. The trio proclaimed innocence and fired back with lawsuits. The charges were based on an anonymous letter suggesting bribery. A French prosecutor said the alleged espionage affair was probably unsubstantiated. So it appears Renault didn’t provide info to support the charges. Top guy Carlos Ghosn publicly apologized to the trio, offered them their jobs back + bonuses. “I was wrong. We were wrong. We were fooled,” he said. When you’re wrong…make it right as soon as possible. You and your organization will look ‘bigger’ for it in the public’s eyes. APOLOGIES BUILD “CRED”.

WALKIN THE TALKIN WORKS—Recently two clients ‘confessed’ they had appeared on a cable business program and a radio talk-show. What they shared in common was no prep time for key messages, understanding audiences, Q-and-A and, as important, didn’t watch the TV show or listen to the radio gabfest to get a ‘feel’ for their appearances. They both admitted all they did was answer questions and never really “connected” with their audiences.  When you get all that free time to market/sell your service or product, take advantage of this business opportunity. The better you are…the better the chance you’ll be invited back again to share some more free time!

140 CHARACTERS AND PAIN—Have you ever told a joke that you knew was VERY funny and some people didn’t laugh?  Social media and outlets have proliferated faster than rabbits so what you say twitters or facebooks, warp-speed, and back again. Gilbert Gottfried, the voice of the AFLAC duck, wrote some wisecracks about Japan’s massive earthquake. Bad decision. The press secretary to Mississippi’s governor tossed in a joke about Japan. Bad decision. Both are looking for new gigs. Take a deep breath before you decide to use humor about a current event. Has nothing to do with being politically correct—has more to do with really understanding your audience(s) and reactions. If you’re not sure…keep your yap shut and  your fingers off the keys.

COMMUNICATING AROUND UNCERTAINTY—The nightmare that is Japan today and was BP yesterday has communications similarities. Oil rig rupture and escape a mile beneath the Gulf of Mexico surface…loss of life…injuries…environmental issues…livelihood issues…immediate government assistance…human interest…massive Japanese earthquake…incredible tsunami power…ongoing major nuclear reactor problems…air, water, food issues because of the nuclear reactors’ implosions.

Japan is the true test of uncertainty in crisis communications but each day responsive communications provide the beginning of a road map to certainty. Time is not the issue here…repetition overandoverandoverandover is. Some certainty is what the Japanese people are looking for…good crisis communications can provide that.

NPR IS NEGATIVE PUBLIC RELATIONS—NPR can’t overcome a popular perception it’s got a serious case of liberal bias. Perhaps it’s because of a “you-are-what-you-say-not-what-you-do conundrum. The NPR fund-raiser who intimated, in a video sting, people right of center were nut cases. Vivian Schiller, NPR’s CEO, who admittedly handled the firing of conservative mouthpiece Juan Williams very poorly. If NPR ever took a real look at its primary audience (the folks who help pay their bills) they’d discover its YOU and ME. I enjoy some NPR news programs and don’t get the feeling the news is ‘slanted’ to the left. But many others don’t see it that way. Simply put…NPR has major problems with identifying KEY audiences and knowing the difference between PERCEPTION (the problem) and REALITY (the problem, too).

YOU CAN’T HANDLE THE TRUTH—Ohio State’s football coach Jim Tressel’s career is filled with examples of “the almost-truth” at Youngstown State and with the Buckeyes. Tressel, whose backers profess he could walk on water, has repeatedly violated NCAA rules and failed to tell his OSU bosses what he knew about the violations. When they belatedly found out, they genuflected and hoped Jim would keep beating Michigan.

Jim responded by suspending himself for three—then five games—next season.  And he told scarlet and gray faithful “I sincerely apologize for what we’ve been through. I apologize for the fact I wasn’t able to find the ones to partner with to handle our difficult and complex situation.” The ones to partner with? What’s he talking about? He had at least three chances to tell his superiors what had happened and he clammed up.

The Bible says “the truth shall set you free”. Apparently not at Ohio State. When you’re staring the painful truth in the face…communicate it forcefully even if you’re on the short end. What kind of a message are you sending if you don’t?

THERE ARE MORE MEDIA OUTLETS THAN EVER BEFORE TO MARKET AND SELL YOUR PRODUCT, SERVICE, ORGANIZATION, YOU. IT’S ALL FREE! WORK WITH MEDIA PROFESSIONALS TO TAKE ADVANTAGE OF BUSINESS OPPORTUNIES AND LEARN HOW TO GET ON THE ‘A’ Rolodex File List.

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