More blogola, or just smart marketing?

In our Ethics & Issues class this week, we discussed John Stauber’s documentary, “Toxic Sludge Is Good for You.” The film, and the book it’s based on, is a scathing indictment of the public relations business. And while it’s hardly a balanced view, it’s one every PR professional should see. “Toxic Sludge” begins by questioning an axiom long preached in our field: that the “best PR is invisible PR.” Will that approach work in a 2.0 world?

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Adweek’s Brian Morrisey this week reports on the latest social media campaign designed to create buzz. It’s called MyBlogSpark. The campaign features cereal giant General Mills targeting some 900 citizen journalists, most of them mommy bloggers. That’s a sizable and influential group when your job is to sell Cheerios. The campaign is smart and efficient marketing by any standard.

MyBlogSpark sends free product to the bloggers to sample and, if they choose, to review. It’s hardly a blogola scandal, as the bloggers receive nothing more than free consumables and some in-store coupons. If you’re a blogger corrupted by a free box of Kashi Whole Grain, then you’re beyond hope. No one is being “bought” here.

Bad Craziness: How Kent State Failed ‘Crisis 101′

Media reports say 125 police officers were called in to quell the Kent State/CollegeFest riot on April 24. (Daily Kent Stater photo by Katie Roupe)

This post supports a lesson on crisis management and crisis response. Maybe it can help us all. It’s a long one, so go get some fresh coffee.

(Update, Friday, May 1) President Lefton has broken his silence with a lengthy email, but it focuses not so much on last week’s events but on the upcoming two days — traditionally the biggest  party weekend of the year. Wasn’t sure of the best way to share Dr. Lefton’s email, so I’ve opted to post the complete text as “Comment 17″ of this post.)

Talk about timing.

It’s the final 2 weeks of PR Case Studies class, and the topic is crisis management. I need a fresh case to underscore key points from the readings. Where to turn?

Student journalists and the Twitterati: Reporting on the spring riot from Kent State

Daily Kent Stater photo by Daniel Doherty.

Here we go again.

It’s springtime in our little college town, a time when intoxicated young men light fires, throw bottles and end up in the stir — 53 per the latest count. On the positive side, Kent State’s student journalists were all over the story that unfolded last night. You really should check it out. Details here.

Our student scribes were on the scene quickly, as they could see the College Street “couch fires” from their offices one block away. Excellent coverage — including these stunning photos — was up on KentNewNet almost in real time. NewsNet Editor Kristine Gill became the primary source for a page-one story in the Akron Beacon Journal and photos for that story were supplied by the Kent Stater’s Daniel Doherty.

Sponsored blog posts: Debate has returned, and both sides have a point

The “new” ToughSledding features posts on topics discussed in my classrooms at Kent State. This one supports a lesson on “conflict of interest” for a class called “Ethics & Issues in Mass Communication.”

Update, 4/23/09, 9:50 p.m. Wall Street Journal focuses on the issue of paid pitchmen in the blogosphere. Seems this debate is about to go mainstream. Could get interesting.

I respect the invisible wall that divides a newsroom operation from the advertising office. Sure, the wall can be porous at times, but credible mainstream media outlets work hard to ensure that marketing dollars don’t taint the integrity of the news.

Most of the time this policy works well. For example, credible auto writers don’t accept free cars, and trusted fashion writers don’t accept high-priced suits and handbags. To do so is a “conflict of interest” and violates journalism ethics. Why? Because freebies of significant value have he potential to corrupt both writer and message.

Is Ford ‘Fiesta Movement’ a social media experiment or just a sponsored buzz machine?

(Update: A social-media initiative from Land Rover drew some spirited discussion in the comments section over at Ad Age. Is this a prelude to “Car Wars” in the SM space? 4/22/09)

…and why is no one asking the tough questions?

Brilliant!

That was my first reaction to “Fiesta Movement,” a campaign launched last week by Ford. A marketing masterpiece, it was. Writers who cover the car biz are calling it a “gamble” on Ford’s part. I see a “sure bet,” but I’m getting ahead of the story. Way ahead.

In case you missed it, Ford has recruited 100 “socially vibrant” 20-somethings as part of a social-media campaign to promote the Fiesta well ahead of its U.S. introduction. In exchange for free use of the car + fuel + insurance for 6 months, Ford’s Fiesta “agents” have agreed to talk about the car every chance they get.

C-list celebrities I have known — or — the glamorous life of a rustbelt PR guy

My name is Bill, and I’m a blogoholic. I’d planned to stay away from this place until May 15, but found too many reasons to indulge my addiction.

PR is a pretty glamorous career, isn’t it?

I field that question 2-3 times a semester.  It’s usually posed by a freshmen who’s watched way too many reruns of “Sex and the City.” Yep, Samantha Jones sure had fun. But that’s not PR — at least not here in the Rustbelt.

“You mean you’ve never worked with celebrities?” they ask. Well, yeah, I have. But we’re not talkin’ Brad & Angelina. My celebrities were from the “C” list — great folks with interesting achievements, but we never worried about eluding the papparazi when they came to town.

I spent my career in blue-collar towns — Detroit, Cleveland, Pittsburgh and Buffalo –  cities A-list celebs fly over but seldom visit. It’s easy to be famous in those towns.

My “Famous 5″

In the spirit of social media, I’ve decided to mimic one of the latest memes on Facebook:  “5 Famous People I’ve Met.”  But in this case, “famous” is relative.

It’s time to turn the page

ToughSledding is taking a new direction — and a little time off.

When you come to a fork in the road, take it. (Yogi Berra)

Sometime in the next six weeks, I will return this blog to its original mission: talking with students and young professionals about public relations. Tomorrow, I begin searching for topics that reflect my course content, and not today’s Twitter buzz or social-media dust up. Your ideas are welcome.

This will be my last post until the semester ends in May. Then we’ll see what happens.

It’s time I got back on track. The regulars are welcome to hang around, and I hope you will. But don’t expect me to argue with you — or anyone — about who’s writing Guy Kawasaki’s tweets. I honestly don’t care.