An important new book about the non-profit sector is reviewed in The Wall Street Journal: http://on.wsj.com/113366z
The critique reminds me of wise words I heard from a trusted source in New York City last week: “I don’t want my communications consultants to be mission-driven. That’s my job. I want them to take the best of what they’ve learned from the commercial world and apply it to our mission.”
Since everyone seems to be piling on Matt Lauer, let me add a few thoughts to counter the narrative. Ann Curry, while incredibly passionate about international affairs, wasn’t able to be an effective journalist within the five- to seven-minute time period that morning TV operates in. I say this with knowledge from having seen her interviews for years and from working closely with her and her producers on a segment that aired shortly after she took over as co-host.
Ann was provided with all the background info she needed. There was even a taped, set-up piece that led into her live interview with the client. Her job was to: 1.) bring out the emotional elements that TV needs in that kind of format from the guests; and 2.) advance the story beyond the set-up piece.
For whatever reason, Ann wasn’t able to hit these points on this particular morning. She was confused and unprepared for the topic at hand. And, there are many other examples. The viewer was the loser in this exchange.
Matt may not have liked Ann; Ann may not have excelled at cooking segments; maybe her clothes weren’t the right color, etc., etc.
But the most important thing is that in a morning news segment there is a beginning/middle/end and dramatic points to hit along the way. Media trainers and PR consultants understand the formula but Ann Curry never did.
Lauer on the cover of New York magazine
On this website, in May, I predicted Obama or Romney would be troubled by a debate performance that was deemed either under- or over-prepared. Indeed, that’s exactly what happened to Obama (under). Politics isn’t brain surgery. You just need to know your modern history.
The basis of good media relations is a compelling story. Sometimes those stories are easier to find than at other times. With Orthocare Innovations (www.orthocareinnovations.com), it’s new technology that will help patients with artificial legs is a natural winner. Then it’s a matter of finding the right reporter and combining the narrative with arresting images. Here’s how it all came together recently in The Wall Street Journal. In print, it appeared on the front of the B section. http://online.wsj.com/article/SB10000872396390444318104577587141033340190.html
Sometimes it’s not what you say but what you do that is the most telling. Amway is the most prominent company in my hometown of Grand Rapids, Mich. It is known for being fervently conservative and pro-Republican in its political giving. Generally, that means being opposed to measures to prevent climate change and claiming the EPA is evil. That’s why it’s interesting to note that in Amway’s latest corporate citizenship report touts its record of reducing greenhouse gas emissions, shares details of its support of EPA programs, and generally paints itself as pro-environment.
I guess the lesson to realize is that a lot of political giving and statements are just hot air. What really matters is what corporate leaders are doing about all this hot air that is causing climate change…even in a company known for being in the GOP camp.