PR Predictions For 2012

There’s no doubt that 2011 has been a good but difficult year for the PR industry. On the one hand, it’s harder than ever before to break through the clutter and on the other, when you do break through, you get your fleeting 15 minutes of fame. Blink – and the next wave of news comes down the pipe. But fear not – the coverage whether good or bad, lingers somewhere in the Internet’s archives seemingly for forever. Crazy. I know. But that’s reality.

So, what are my PR predictions for next year? Well … let’s see. And since Google will archive this forever, you can check back next December to see if I had any clue what I was talking about.

1. Time is going to move faster than it has ever moved before. By this I mean, clients and co-workers alike will expect things to be done literally even before they’ve asked for it. Ever been to a Saturday night dinner party or social gathering only to see people continually checking their mobile devices for emails and in the unlikely event there is one, they seem to feel compelled to respond to it within seconds. Now, don’t get me wrong, I get that business moves fast as a result of the global economy spanning every conceivable time zone, but it’s the weekend for G-d’s sake --- there really is no need to respond within seconds.

2. Being good at PR and being good at media relations are two different animals entirely. To be successful, today’s PR pro has to have a broad set of skills, extending far wider than writing a news release well or making some well customized pitches. That’s the easy stuff folks. It’s the basics. You need to understand social media. Your response times need to be faster than greased lightning. You need to be able to write perfectly, (yes, that means without typos) – as well as do the occasional bit of mind-reading.

3. Quality has not gone out of style yet. I am continually amazed by the sloppiness of writing today – and without profiling the younger generation, it would seem like with them, “good enough” is “good enough”. To that I say “good enough” is “bad enough.”

4. Content will continue winning the battle. In retail it’s still “Location, location, location. And in PR, it’s still “Content, content, content.” But not all content is meaningful at all. Wanna be well respected and gain followers? Then don’t tweet “Come in for a nice massage” when trying to promote your client’s wellness studio. Rather write a blog posting about the benefits of holistic massage.

5. Print publications, (especially newspapers) will continue their decline. And this really upsets me a lot. It’s no secret that pretty much every newspaper out there is shrinking as advertisers watch their ad spends more cautiously than ever before. You see, I grew up in the 70’s when the daily newspaper (and two TV channels) was the only gigs in town. I’ve two kids now (14 and 10) and I don’t think either has ever picked up a newspaper. They get everything online, including news that’s relevant to them.

6. The best lie is the truth – aka “Just be transparent”. Just look at the RIM PR nightmare this year surrounding their service outage. It took the bosses days to come out. And that cost them huge goodwill. How much better would have it been for them if they’d come out sooner, gave reality a harsh stare-down and said it like it is. Yup, I do agree that PR is about spin. Always was. Always will be. But transparency is what it’s about today – and social media and its far reaching immediacy help keep everyone honest.

Is this list exhaustive? Hell no! Add your predictions below. And if you think my predictions are a hunk ‘a junk, then tell me – just as long as you are transparent.

Happy new year

Time Management: Tell me if I am being a crusty curmudgeon

Anyone who knows me, knows that I am seldom, if ever, late. And in the unlikely event that I am late, I’ve called ahead to let them know. After all, my time is no more valuable than anyone else's. The kicker - no matter how rich or poor or important or not one is, time can never be replaced.

I see a dermatologist every six months or so. Her name Lori and she's pretty good. Not to worry, I don't have flesh-eating disease or something bad - but rather an irritating foot condition (my feet are permanently hot) which I like to get checked out. Yesterday was the third time in about 18 months I have seen said doctor.

I recall the first time she was running 20 minutes late, the second time, 30 minutes late. Yesterday I showed up for my 10am appointment at 9:56am and was attended to at 10:54am, a full 54 minutes late. To say I was pissed would have been putting it mildly. (I am not an angry person. Repeat, I am not an angry person). So while I sat waiting and stewing I reflected on the concept of time management and respecting others' time . It's hardly unusual for doctors to run a little late - no-one can predict when an emergency will come up. I get that. On the other hand, I was seeing a dermatologist - not a cardiologist and I would think that dermatologists seldom deal with last minute emergencies or life-and-death situations - but hey, what do I know?

So, while I stewed, I pondered:

1. When the doctor would finally see me, would she apologize for her lateness
2. The reason for her tardiness would be ... "you-fill-in-the blanks"
3. Should I express my anger at my time having essentially being wasted
4. Most importantly ... do I have a right even to be angry?

So 10:54, the doctor finally sees me --- and yes she did apologize for her profound lateness, saying it was a result of computer issues?? Hmm ... anyway, I told her I was pretty angry (my time is valuable too, right?) - and she apologized again. I gracefully accepted same. Moved on. Was examined in 90 seconds flat and then left the doctor's office. No problem. My feet are fine.

But this got me thinking as to the root of my anger ... it's not that the doctor was running late, but rather that I was not contacted about it.

Dunno 'bout you, but if I am running even 5 minutes late for a client, I call or email to let them know. It's common courtesy. No secret either that whether you’re a PR guy or a doctor, being courteous is good for business. My dermatologist is also in business (I presume) - so why would she feel exempted from this courtesy? There are other dermatologists around, no?

When I shared this with my good friend Ernie, his response was "Well buddy, that's why it's called a waiting room. Live with it." My wife believes it is incumbent on me, the patient, to have called in advance to understand the doctor's schedule and ask whether she would be running on time. I disagree.

Have I gotten over my anger? Hell Yeah! Life's too short. Way too short!

But I'd be interested in your opinions. Comment in the space below s'il vous plait. And please, don’t be afraid to tell me that I over-reacted for no good reason - or that I am a crusty curmudgeon. Promise I won't be mad.

It’s Time To Celebrate Our Differences

You know every year at this time, people seem to be filled with more goodwill than say in July. The year is winding down, new projects are put on hold until the New Year, and people generally seem to be a little nicer to one another. Good.

But the thing that gets my goat is this whole political correctness crap which has gone way too far. It’s now called happy holidays. G-d forbid you wish someone “Happy Christmas” and they’re Jewish. Or “Happy Chanukah”, only to find out they’re Muslim. G_d forbid they’ll get offended. Well, let me tell you something --- I am getting offended with people who get offended over nothing.

Santa Claus has been banned from the Eaton Centre in Toronto (breaking a more than 100-year old tradition) because some people (obviously in the minority) got offended. Ohh, poleeease! Get a life!

You see, at the year end, celebrating our differences is a good thing – and I don’t care what religion you are. Practise your religion. And practise it in peace without foisting it on others. Let me explain a little.

I am Jewish. And I am proudly Jewish. Have been and always will be. I don’t celebrate Christmas, Kwanza or any other year end holiday except Chanukah. And I don’t make a big deal of that. Most people I know, (clients or friends) know that I am Jewish and therefore wish me Happy Chanukah. Fine. And if I am wished Happy Christmas, Happy Kwanza or anything else, I’m grateful, and thank the person for their thoughts, politely saying something like, “Thanks for the wishes. Appreciate that – however I do the Chanukah thing”. And they’re good with that and so am I. We’re all entitled to celebrate what we want. Live and let live.

Do I get offended because they wished me a good holiday that I don’t observe. No – and that’s because I have a brain. A working brain. And I celebrate the fact that I can celebrate Chanukah, while others can celebrate whatever they celebrate at this time of year. It’s simple.

Here in North America, more people celebrate Christmas than any other year end observance combined – so that has tended to be the default – and that makes sense. That’s also why more people wish other people Merry Christmas than anything. Great.

So, if you happen to celebrate say Kwanza and get wished “Happy Chanukah” and get offended, or celebrate Chanukah and get wished “Happy Christmas” or any aforementioned permutation, and you get offended, “Good”. Wallow in your misery alone.

I’ve spent the past 16 years of my life in public and media relations --- so if there’s anyone who knows the art of being politically correct, that would be me – but it’s reached ridiculous levels. Sorry if I am appearing right wing here – but it’s just that I feel this political correctness has gone a little far.

And if there’s anyone out there that wants to wish me Happy “you-fill-in-the-dots” --- I’ll happily say thanks.

Peace! Whatever you celebrate.

Ve'ahavta - Now Here's A Charity That Get's It!

This past Sunday, I were privileged to go to “Starry Nights 2011”, Ve’ahavta’s Tikun Olam (Repairing the World) Ceremony. I actually volunteered to be a part of the flash mob – and so attended the ceremony and the dessert banquet that followed. Wow!

As a PR and marketing expert, I’ve seen a lot, travelled a lot and done a lot – and without sounding blasé there is not a lot in this world that wows me. It’s just how it is. This event wowed me from the instant it started. And not only did it wow me, but everyone I have spoken to since, was blown away too.

You know, I am always on the lookout when it comes to learning. I find it improves me. Improves me as a father. Improves me as a husband. Improves me as an entrepreneur and improves me as a person. We’ll this event accomplished all of that and more.

Here’s what I learned:

1. Have fun: Face it, there are often times (maybe even most times) where your work is simply not fun. Problem is that seldom does one even try to make it fun. These guys at Ve’ahavta know how to have fun. Fundraising to feed starving (and in many cases homeless people) is neither fun nor glamorous, but the people at Ve’ahavta no doubt are having fun. They make it fun. Everyday. Avrum Rosensweig (the charity’s Peter Frampton-esque President) has this infectious, impish smile that you just cannot not love) – and his infectious happiness travels all the way down to every one of the organization’s employees

2. Be funny and stay funny: This goes hand in hand with having fun. So who does the charity get to be MC for the evening, (just for the record, last year was none other than Sir Bob Geldof --- See my picture with Sir Bob below.), Jian Ghomeshi, host and co-creator of the national daily talk program Q, on CBC Radio. Jian’s of Iranian descent and made no pretence of it. Jian’s also an ardent friend of the Jews – and despite the cultural and political differences between Jews and Iranians (and trust me they are big), he was side-splittingly hilarious. I am talking like off-the-planet hilarious – and everyone played off of this hilarity, making for a light-hearted and fun evening






3. You gotta give to get: Ve’ahavta is a charity – and like pretty much every charity out there, money cannot be flowing. But they so realize you gotta give back to your donors to get them to give – and in today’s dollar-store-mentality economy, when everyone wants champagne at beer prices --- it’s really refreshing. Yeah, Ve’ahavta could have gotten some cheesy food (that may have even be expected), but they didn't. They went all out, hiring Toronto’s finest kosher caterers – and they did it in perfect style. In other words, they went above and beyond. They did the unexpected. And that makes people smile even more

4. Have your staff be your ambassadors: A biggie and sadly is so often ignored. Yeah, so what, I did volunteer for the flash mob – no big deal (50 other people volunteered for it as well) – but I felt special. I really did. And guess what? When you make people feel special, they give a lot more than they would if they did not feel special. No names mentioned, but several of the organization’s staffers came over to me, (including one with THE coolest last name in the world --- you know who you are) introduced herself, said hi and thanked me for my support. And trust me, it’s not like I give thousands of dollars to this cause. They made me feel special, just because. And I like that a lot.

On a side note, it's noteworthy to mention that Petroff Gallery was one of the award sponsors for the evening

Ve’ahavta is a Canadian humanitarian and relief organization, motivated by the Jewish value of Tzedakah (Justice), that assists the needy at home and abroad, through volunteerism, education, and acts of kindness, while building bridges between Jews and other peoples. They’re always looking for volunteers. Call them at (416) 964-7698. Tell them that you want to have fun and give.

Disclosure: Petroff Gallery is a client and I do not have any financial or beneficial interest in Ve’ahavta

My Bad Dining Experience (Part 2)

Based on the number of emails and phone calls I have received since my posting headed “My Bad Dining Experience” of November 10, 2011, it’s clear that I ruffled more than a few feathers in Toronto’s Jewish kosher community. I ruffled many feathers – and that’s actually a good thing. I had many people ask me the place’s name. I even had one restaurateur vehemently deny that said review was of his establishment (and trust me, it was not).

Poll 100 or 1000 kosher eaters in the greater Toronto area, and pretty much all of them say the same thing … “Toronto’s kosher restaurants are generally pretty lousy and overpriced.” Clearly, kosher restaurants don’t really have good reputations – and since I am in the business of reputation and its management, I watch for these things.

Observant Jews (for the most part) feel that because they have to eat kosher, and don’t have a choice, that kosher restaurants are in great positions to take advantage of this. True or not, let me state a few things (before I get my ass totally kicked) for the record over here:

1. This does not mean that ALL kosher restaurants are lousy and overpriced

2. This is subjective. In other words what one person may think is lousy and overpriced another would think is neither lousy nor overpriced, ie. We all have our own opinions

3. I have no axe to grind or hidden agenda with any restaurant – kosher or not

4. I am not on anyone’s payroll, nor am I interested in being on anyone's payroll – I blog for the fun of it

Within minutes of me posting my blog of November 10, I got calls and emails asking which restaurant it was – and a few people even telling me (with 100 percent certainty, at least in their own mind) which restaurant it was (as if they knew???). Well, all these people were wrong. For the purposes of the piece, the restaurant’s name is irrelevant. My experience there is what was relevant – and even then, that is subjective. I have no issue if you don’t trust my culinary judgement.

One thing that I would like to point out though is the correspondence I got from a certain very vocal member of the community though – and I really, really appreciate the interest she has showed, trying to come to the defence of the few places in Toronto that could have been said restaurant. (Let’s call her Ms. X). Anyway, this afternoon, she kindly sent me a picture of the supposedly said restaurant , and I will say it does look lovely. It looks bright, vibrant and fun – my kind of place. Moreover, in her email to me, she mentioned the following, “… Light, bright, and scrumptious. The burger special. $6.99 for half pounder (7 ounces) or Combo fries and pop $8.99. Great deal delicious or quarter pounder $2.99 combo fries and pop $5.99.”

In my posting I did say that I would give the place a second chance. Will I? Hell yeah! Just as soon as I can get there, I will.

So, looking back – what can I conclude:

1. Ms X is on the ball, expressed dismay when I wrote the initial review and has followed up with me a few times. She challenged me professionally a little (and I like that). I’ll bet that in her profession Ms. X is equally on the ball

2. Kosher food is a big business – and it’s dismaying to see the generally short lives of Toronto’s kosher establishments. Just last night I heard that one of Toronto’s oldest kosher restaurants is shutting down. Not good at all. That news makes me sad

3. Kosher restaurant owners, whether you’re in Toronto or not --- listen up --- seems that your reputations are not great --- again, generally speaking. I am not a restaurateur or a restaurant critic, but you may want to focus on delivering great food, great service and charging fairly. And yes, reputation management is important – after all in my biz we say, “Perception is reality” Yup, these are not new concepts, but as a foodie (friendly with other foodies) you may want to take extra special heed

Umm – just sayin;

Oh and Ms. X – thanks for your interest