Is Sec. Clinton really Kojak ... or vice versa?

I have been watching and reading … albeit with a bit of awe and a lot of curiousity … the current flap between Google, which desires to extend its marketing tentacles before the people of China, and the Chinese government, which wants to continue its policies of control and censorship. U.S. Secretary of State Hillary Clinton leads the pack of American politicians and government leaders to decry China’s restrictions on Google operating in China.

On one hand, I’m not pleased that China censors news and information flow into and out across its borders. But, so does Iran, Syria and a number of other countries. Even India imposes levels of censorship. But … it is their country, and it’s up to the peoples of those respective countries to strive for change. Ms. Clinton has no business playing Kojak for U.S. special interests that want to dominate online marketing in foreign countries.

From the PR and influence peddling viewpoint, here’s something that may bring better understanding to China’s objections about Google – a story in today’s New York Times by Sam Grobart about Google’s not-so-subtle style of commercialism.

Check it out yourself … go to Google.com and enter “A” in the search box. What comes up? Amazon. Then, enter “B” and Best Buy comes up. “C” is Craigslist, “E” is ebay and so on. “W” is Walmart (of course). You get the picture.

What signals is the U.S. sending if not a signal of imperialism? There’s nothing wrong with the Secretary of State and other politicians objecting to censorship and moving on with more important business (like denial of human and religious rights around the world … or, Haiti, perhaps?). But, the level of hue and cry by U.S. government leaders rushing to Google’s defense lacks a certain level of … well, it feels like nothing more than a crass attempt to cozy up to a massive commercial enterprise with deep pockets filled with unfettered political contributions.  Shame on China for censorship but also shame on political enrichment in the name of free speech.

I didn’t like the TV character Kojak, either.

4-H needed one compelling plain language sentence that described the value of the organization to all of its audiences. I called it a conversation-starter because it not only captured interest in 4-H but created a desire to know more.

I believed the solution could be found by talking with the youth of 4-H around America. The 4-H organization had previously spent a fortune on market research and advertising yet had never … NEVER … interviewed their number one and most important audience—the youth who belong to 4-H—to determine how they might describe the 4-H experience. Everything to that point had been from the perspective of adults, not youth. Grown-ups trying to figure out how to capture the attention of kids seldom works, as any parent knows.

My strategy was to find a way to describe the unique soul of 4-H in words that were clear and adjective-free and left no one out. In all of 4-H’s branding efforts in the past, no one had ever gone out and interviewed the young people of the organization in such a detailed manner.

As I traveled from state to state chatting with groups of 4-H youth and listening to how they described the 4-H adventure, I heard the same words being used by many youths, whether they were in Madison, Georgia, or Davis, California. I call these words an organization’s common-thread words.
4-H youth were using common-thread words like “community” and “young people.” They said they were “learning” by working together in a mentoring environment with adults. What were they learning? I asked. “Leadership, citizenship, and life skills,” they answered.

During my interviews I found it interesting that 4-H members often referred to their peers as “young people” as we discussed ways to describe 4-H to an outside audience. The adult leaders of the 4-H organization, by contrast, usually referred to the young people as “kids.”

I listened to the youth of 4-H, and they told me, “4-H is a community of young people across America who are learning leadership, citizenship, and life skills.”

The youth had defined one of the strongest positioning messages I had ever heard, and they had used distinctive words from their perspective, not from the viewpoint of adults talking about “kids.”

The new positioning message said it all about America’s oldest youth-development organization, and it said it in clear and simple language. It was an appealing message upon which to build a strategic communications campaign. Most of all, the message centered, for the first time ever, on the value of 4-H to young people. Previous attempts at messages had centered around the organization, which at the end of the day, no one really cared about.

Before long the entire organization was using the positioning message. It spread like wildfire. A young 4-H girl stood at a podium before the Governor of Indiana and 300 people to dedicate remodeled 4-H buildings at the Indiana State Fair, and she began by saying, “4-H is a community of young people across America who are learning leadership, citizenship, and life skills.”

4-H youth put it on T-shirts, Web sites and blogs. County agents use it on their e-mail signature lines. It is being used everywhere and at most levels of the organization. And the result is that wider audiences are becoming aware of the scope and impact of 4-H today in helping America’s young people.

The 4-H organization, like countless other groups, had been caught up in a recent trend to improve and boost its brand when what it really needed was a distinctive way to describe itself in a single sentence.

Can you describe your business, organization, or product in a single sentence? Can you explain your endeavor in a few words that connects credibly with audiences that are important to you, including the news media? Is your organization speaking with a consistent “voice” that clearly and simply resonates favorably with audiences?

So many organizations hire branding firms that suggest all their problems will be solved with a new logo, slogan, and letterhead. That might help but it’s not the complete solution. Reciting a new slogan will never impress journalists, attract visitors to a Web site or blog, or get meaningful media coverage.

A clear and compelling positioning message is essential because it sets you apart from your competitors. And here’s a tip: To sharpen your appeal, narrow your position. We cannot be all things to all people. To be successful, we must focus on one thing and be the best at it.

One thing, you say? Yes. Your organization might do many other things, but be recognized for excelling at one thing. Get people talking about that, and you will win competitively.

Here are the key things you’ll learn in this article:

• That you don’t need big budgets to make a big impact in public relations;
• That there are several social media tools you can use to create buzz about your business.

I was thinking about small businesses and how they are especially hit hard in a down economy. I wanted to post some tips that you can do for free that will help continue your business building efforts even in a recession.

1) Get local with search

Make sure your company is listed in Google and Yahoo local directories. They are free and you can even link to your web site.

2) Get local in business/service directories

With directories like Angie’s List and CitySearch popping up, be sure your company is listed in the relevant local directories. Be sure to ask customers to write a recommendation for your company as well.

3) Build a local media list at smaller newspapers and start a relationship

Offer advice, take a reporter to lunch. Local media is easier to reach and if you are doing neat things with the community, be sure they know about it. Having an event for charity? Send a media advisory.

4) Remember your employees. PR isn’t all about outside relations

Make sure your employees are motivated and happy. You can reward them with small things like praise (employee of the month/quarter), pizza in the office for a job well done, etc.

5) Discover social media

Start a blog on WordPress and talk about your industry, not just the company. Give tips, advice, general observations. Sign up for Twitter, a microblogging site, and follow people that interest you and join the conversation. Create an account in LinkedIn and Facebook and reconnect with old friends and colleagues. You can even ask business questions in LinkedIn and answer others’ questions and be seen as an expert in your field.

6) Okay, I said five but here’s a bonus tip

Sign up for Help A Reporter.com‘s newsletter and get PR queries from journalists looking for sources. But be sure if you answer, that your pitch is on target, short and sweet and do not send attachments. Include contact info in your email and links if needed.

Wagoner and his pals clearly were inadequately prepped.

Their presentations, their attitudes, suggested CEOs who were out of step or too arrogant to comprehend the climate in America today. Their appearance suggested CEOs who had not bothered to rehearse being humble.

None of the CEOs … and none of the PR people advising them … apparently anticipated the obvious question that was asked by Representative Gary Ackerman of New York, a question that will be remembered as perhaps the undoing of Detroit’s car industry:

“There’s a delicious irony in seeing private luxury jets flying into Washington, D.C., and people coming off of them with tin cups in their hands … It’s almost like seeing a guy show up at the soup kitchen in high-hat and tuxedo. . . . I mean, couldn’t you all have downgraded to first class or jet-pooled or something to get here?”

The CEOs sat there, looking at Ackerman, speechless.

Then, as Dana Milbank wrote in the The Washington Post, Congressman Brad Sherman of California joined in, “I’m going to ask the three executives here to raise their hand if they flew here commercial.” All still at the witness table. “Second,” he continued, “I’m going ask you to raise your hand if you’re planning to sell your jet . . . and fly back commercial.” More stillness. “Let the record show no hands went up,” Sherman said.

The issue of coming to a Washington congressional hearing in a corporate jet rather than a commercial flight may be the issue that derails Detroit’s plea for a financial handout. On the heels of the reported excesses by insurance giant, AIG, after it pocketed a chunk of bailout money, the move by the Detroit trio simply was not smart. What’s more, it was a demonstration of excess by highly paid CEOs that many Americans find appalling in these times of financial hardship. It is the antithesis of smart and enlightened leadership … and someone should have figured that out in advance of the trip to Washington.

I would not lend those guys the time of day.

By the way, I am old enough to remember that in the 1970s, the Big 3 auto makers came crying to Washington in similar fashion because they feared that better-made Japanese cars would lead to the ruin of Detroit. Didn’t happen.

The Presidential campaign in the United States is going to be won this year by public speaking skills, and the ability to deliver clear, simple-to-understand and crisp messages. The race ultimately is not debate over the economy, healthcare, terrorism, Iraq, or any other issue, I believe, but who can best deliver messages that resonate most favorably with the most voters versus who cannot. That explains the closeness of both sides in the polls, in my opinion. Very simplistic-sounding but I’m afraid it’s the case.

Who is more qualified or more experienced or who might do a better job leading the country during these challenging times are really secondary considerations, overshadowed this year by a more cosmetic factor of how well a candidate can deliver a message incisively that will capture the attention of voters and motivate/fool them to action. We clearly live in a celebrity driven “American Idol” election year era. It’s really only about promises, passion and perception when the times we live in demand more.

As I write about this issue, my perspective is not partisan but rather evaluating – as a veteran media strategist – who has been doing the best job of delivering messages, regardless of what they are saying or whether they are accurate or not. So, I am striving for a non-partisan commentary.

In that context, Sarah Palin has emerged as a dynamic public speaker who clearly gets attention, and is perhaps the most effective orator among the candidates at this stage. What is most interesting about Gov. Palin is her textbook debate style of wisely not naming her opponent. She wastes no time to deliver sharp and simple messages that connect with her audiences. On the other hand, Gov. Palin has a style of being evasive or non-specific in her few one-on-one media interviews, resorting to repeat canned and prepared talking points. My advice would be – Shake-off the handlers, and speak her mind in her own words.

Barack Obama’s acceptance speech in Denver is likely to go down in history as a great speech. But in both media interviews and campaign stump speeches, he misses opportunities to leave his audience with memorable messages, I believe, by wasting too much time to the point. If there was one fault in Denver, he delayed in getting to the point, and that factor eroded his passion. Consequently, I find it not surprising that he is judged by too many voters, according to polls, on “feeling” over substance of message. My advice would be – Don’t use 57 words when a dozen words would deliver a more powerful and clear message.

John McCain, despite his seniority as a politician, appears to be uncomfortable and awkward when using teleprompters to read a speech, stumbling occasionally over his written text. Such a habit is inexcusable for a veteran politician, and might suggest that he is showing his age. During interviews with the media or talk show hosts, he has a habit of not answering the questions, giving an impression that he is preoccupied trying to remember his talking points. At least, it appears that way to me. My advice would be – Just talk directly about how he would lead the country in today’s world; we all know about his days in Hanoi.

Sen. Joe Biden makes an impressive appearance but is notorious – now, as in the past – for rambling on seemingly forever until the eyes of many in his audience glaze over from boredom. Mr. Biden has never learned the importance of getting to the point quickly, either in a speech or media interview. He’s in love with the sound of his own voice. As a result, he speaks too long and personally diminishes the power and influence of his own words. My advice would be – Avoid using 357 words when a 12-word message might bring cheers, applause and votes.

I am reminded of a similar close political race – the campaign in 1997 between Republican Jim Gilmore and Democrat Don Beyer for governor of Virginia. Gilmore latched onto one simple, easy to understand yet somewhat dopey message that caught voter’s attention – he promised to get rid of property tax on cars. What he said was sheer nonsense but enough voters fell for it. Beyer, on the other hand, took forever to get to the point of what he was trying to say, sometimes never getting to the point. Gilmore won … even though his promise was completely empty and never happened.

What does all this say about our world? We live in the Internet era, an instantaneous time of openness, transparency, and brevity. We must focus on the critical need to deliver timely, relevant and distinctive messages, using plain language, that will resonate favorably and immediately with audiences and … win. The stakes in communications today are too high to use old ways or techniques because you will never catch up with your audiences. But, wait, there’s something even more important …

While the Presidential race is only about promises, passion and perception, in my view, the world we live in not only expects but demands more transparency, openness, truthfulness and … most of all, substance. To the person or organization that delivers will go the rewards.

Here’s a video treatment of the story:

In Comcast’s case, it is a defensive and inwardly-focused culture that inhibits building positive relationships and transparent conversations with customers. To borrow an often-used phrase, it is an analog corporate culture in a digital world.  Comcast exclusively creates its own external problems that injury the company’s reputation, starting with its Web sites and lack of an interactive blog.

Customers hate Comcast because it consumes hours and hours simply to get the company to fix simple issues. Additionally, it’s so darn hard to find anyone at Comcast with the authority or competence to fix anything.  Simple as that.  

I would like nothing better than to see Comcast change, and here’s why – the company’s Internet and cable TV service is pretty good, other than the fact that Comcast has banned the outstanding HDNet network channels (more about that in a later posting).  

The formula for improving Comcast’s reputation is neither difficult nor time-consuming nor expensive to achieve.  The company could see quantifiable improvements within a few months that would result in favorable buzz and glowing reviews among customers, the media and stake-holders.

While I know the formula, I will not give it away here because such consulting is what I do for a living.  Yet, the essential elements include openness, transparency and becoming more ethical.  Comcast might begin by studying the terrific examples of Apple and Zappos.

Apple is unquestionably the most consumer-friendly company on the planet. If you have a question, they answer it. If you have an issue or problem, they fix it. If you wish to return something, they take it back with a smile and give you a refund. Unfortunately, a lot of consumers have taken advantage of Apple on that last point. Consequently, Apple is being smart about the introduction of the new iPhone.

CEO Steve Jobs will take a stage on Monday, June 9, at Apple’s Worldwide Developer’s Conference in San Francisco, and he will unveil the new 3G model iPhone. The date is one month from when iPhone availability officially ended … 30 days and past Apple’s return and refund window.

It’s a brilliant and bold move of great integrity by Apple because it makes for a clean introduction of a refined product. Apple is taking away the chance for controversy, as it has experienced in the past, caused by consumers who buy an Apple product and then demand an exchange or refund when a newer model comes along.

We will be watching to see how it plays out. In the meantime, I love my first generation iPhone.

Rich referred to the style of Clinton’s advisors as, “…the political perils of 20th-century analog arrogance in a digital age.” It’s a brilliant line, especially in the context of who Mrs. Clinton’s advisors are and the old-fashioned style of PR they represent.