Welcome to the April 2004 issue of The BlinnPR Report, a monthly publication from BlinnPR, a leading boutique public relations firm, focusing on the latest news about our clients, public relations and the media in general.

Please feel free to pass the newsletter along to friends, business associates and anyone else who might benefit from its contents or our services.

In this issue, you'll find:

  

PR Is Rocket Science

I had breakfast recently with a PR colleague who leaned over to me, smiled and said, “You know, Steve, PR is easy.  It isn’t rocket science.”

In 10 thoughtless words, my colleague successfully illustrated exactly how PR has gotten its bad rap.

Simply put, if you disrespect what you do, you enable clients to think that what’s hard is easy.

The PR industry is in perilous shape.  Clients continue to whittle away at agency fees, agency revenues and profits are perilously plummeting forcing tens of thousands of mid-level executives into unemployment lines.

Even for those lucky enough to still have jobs, most agencies are not the fun and exciting places they once were, where creativity was exalted and the status quo shunned.  Now, every day is a grim slog.  That, in part, is due to dumb statements like “PR is not rocket science.”

For years, PR executives have leaned across the table, winked, and told clients that PR is not all that hard.  How can anyone blame clients for concluding that what PR agencies do isn’t worth all that much?

The real problem is that the statement isn’t even true.  Any job, done properly and with real thought, is not easy, nor should it be.

Let’s consider rocket science for a moment.  That is hard work, no question.  Fuel is pushing one way, gravity is pulling another way, the wind is buffeting around, the earth is moving through space, and every variable changes every microsecond.        The math is intricate and the calculations must be exactly and precisely right, or the rocket ends not in a geosynchronous orbit, but with its nose cone buried three feet deep in a field outside Kenosha, Wisconsin.

One little mistake and hundreds of millions of dollars of high-tech plastic and metal are nothing more than pasture sculpture.

But PR is just as complex.  The customer is pulling one way and the client is pushing another, while competitors shift this way and that and the economy fluctuates yet again.  One little mistake and hundreds of thousands of dollars of PR fees become nothing more than a bathroom break during half time.

The truth is that in many ways, PR is harder than rocket science.  It’s news when a rocket launch fails.  It’s news when a PR campaign succeeds.

In part, that’s because PR is far more dynamic than rocket science.  In PR, it’s not only variables that change every microsecond, but also the constants.  If I’m a rocket scientist, I can pretty much count on gravity being the same today as yesterday.  But if I’m an account supervisor, I can’t count on the same number of people reading a magazine or tuning into a television program.

           In PR, the fundamental rules are always shifting, but it goes beyond that.  PR attempts to reach inside a person’s brain and change the way he or she thinks about something, so that an hour from now, or a day, or even a month, he or she will behave differently.

           That’s a very intricate task involving a poorly understood set of biological processes.  However complicated the space-time continuum, it isn’t anywhere near as complex as the mental process my wife goes through trying to decide whether her outfit is still hip enough to wear on a Saturday night.

           On average, rocket scientists probably are smarter than PR people.  They certainly are more numerate, but averages can deceive.  Einstein could understand the universe, but he wasn’t so hot at understanding human behavior, and that’s where the great PR people excel.

           Great PR practitioners make PR look effortless, much like Olympic athletes make their specialties seem as simple as breathing.  That’s how it should be.  But that doesn’t give people in PR license to tell everyone that PR isn’t rocket science.  I don’t see people who win Nobel prizes and national book awards and Oscars standing at the microphone and telling everyone, “It’s no big deal.  Anyone could do what I do.”

           Perhaps if clients really understood how hard and complicated delivering cost effective, strategic PR is, maybe budgets would be a little less vulnerable.  Maybe the day will eventually come when I have lunch with an astrophysicist who leans across the table and says, “You know, Steve, this is just rocket science.  It isn’t public relations.  Now PR, that’s hard work.”

Steven Blinn
President and CEO

Story Opportunity: e-Learning
Organization: Federal Computer Week
Publication Date: 5/24/2004
Action Date: 4/12/2004
Contact: Mr. John Zyskowski, Senior Editor
Direct Phone: 413-256-0171
E-mail: jzyskowski@fcw.com
URL: http://www.fcw.com

Story Opportunity: Emerging technologies - Risk management
Organization: American Banker
Publication Date: 7/6/2004
Action Date: 4/13/2004
Contact: Ms. Marian Raab, Special Reports Editor
Direct Phone: 212-803-8428
Direct Fax: 212-843-9600
Email: marian.raab@thomsonmedia.com
URL: http://www.americanbanker.com

Story Opportunity: Future of e-biz
Organization: BusinessWeek
Publication Date: 5/10/2004
Action Date: 4/15/2004
Contact: General editorialContact
Outlet Phone: 212-512-2000
Outlet Fax: 212-512-4589
URL: http://www.businessweek.com

Story Opportunity: Workforce Management
Organization: 1to1 Magazine
Publication Date: 7/1/2004
Action Date: 4/29/2004
Contact: Mr. John Gaffney, Executive Editor
Outlet Phone: 203-642-5121
Outlet Fax: 203-642-5126
Email: john.gaffney@1to1.com
URL: http://www.1to1.com

 

Associated Press
Promotes New York City bureau reporter Donna De La Cruz (ddelacruz@ap.org) to New Jersey regional reporter in Washington, replacing Larry Arnold, who resigned. Higher education reporter Steve Giegerich leaves. Direct education pitches to National Desk editor John Affleck (jaffleck@ap.org).

Investors Business Daily
American Banker deputy markets editor Laura Mandaro (310/448‑6348; laura.mandaro@investors.com) boards as banking and finance reporter. Direct American Banker pitches to West Coast deputy markets editor Robert Julavits (415/732-6254;robert.julavits@thomsonmedia.com).

BusinessWeek
Chicago correspondent Brian Grow (404/240‑7390;brian_grow@businessweek.com) moves to Atlanta, replacing Charles Haddad, who left.

Channel Zone
Ziff-Davis Media names Carol Ellison (carol_ellison@ziffdavis.com) as editor of Channel Zone (http://channelzone.ziffdavis.com), a new website targeting business‑technology resellers, system integrators, value‑added resellers and consultants.

Document Management Industries Association (DMIA) Chief Executive Officer Summit
Event: February 2005
Location: Site and location TBD
Deadline: Begin April 1, 2004
Contact: Dennis McGarry, Vice President of Manufacturer Programs
Direct Phone: 800-336-4641
Email: dmcgarry@dmia.org
URL: www.dmia.org/em.html

Gartner Customer Relationship Management Summit/ Fall
Event: September 2004
Location: Site and Location TBD
Deadline: Begin April 1, 2004
Contact: Heidi Murphy
Direct Phone: 203-316-3615
E-mail: heidi.murphy@gartner.com
URL: www3.gartner.com/Events?pageName=calendar

Brainstorm Group Business Process Management Conference/San Francisco
Event: June 22-23, 2004
Location: TBD
Deadline: April 12, 2004; firm deadline
Contact: Stacey Murphy, Marketing Director
Direct Phone: 508-393-3266
Direct Fax: 508-393-8845
E-mail: SEM@brainstorm-group.com
URL: www.brainstorm-group.com/bsgweb/highlights.asp?city=16905065070&conf=2378515370

American Banker Financial Services Technology Forum
Event: October 3-5, 2004
Location: Site TBD, Phoenix, AZ
Deadline: Begin April 15, 2004
Contact: Program Manager
Direct Phone: 212-803-6093
URL: www.tmconferences.com/conferences.html

Charles Schwab & Co., Inc
Director, Strategic Communications
San Francisco, CA

Responsibilities
The Director, Strategic Communications is responsible for developing and integrating messaging to over 5,100 independent investment advisor clients regarding Schwab Institutional's products, services, capabilities and value proposition; our actions and positions on business, industry and regulatory topics as well as actions in other Schwab businesses of interest to advisors. Key responsibilities include content development for SI's industry-leading advisor events, advisor communications from the SI President and white papers on advisor business and management topics. Collectively, these efforts will help demonstrate SI's commitment to growing advisors' business. This individual also will partner with Schwab's Corporate PR team and SI agency to support our public relations and trade media efforts. The Director will work closely with the SI Communications team to align external and internal communications strategies, messages and activities, and to coordinate efforts among other SI and Schwab partners.

Qualifications

• 10+ years business communications experience, preferably at a financial services and/or investment advisory firm
• In-depth knowledge of the investment advisory and financial services industries
• Excellent oral, written, project management and media relations skills
• Demonstrated experience in developing effective communications and media strategies and programs
• Self starter; works well in a fast-paced, team-oriented environment
• Strong teamwork skills; comfortable working within a matrix organization.
• Outstanding interpersonal and influencing skills; adept at building productive relationships and interacting effectively with advisor clients, senior executives and colleagues.
• To be successful in this role, the candidate must have the following:
• Deep understanding of the registered investment advisor business and their special issues/needs/expectations/sensitivities relative to Schwab's other investor advice services
• Critical thinking and analysis, especially relative to anticipating and responding to internal and external trends/issues
• Ability to work cross-functionally to leverage opportunities, integrate/coordinate efforts and build productive partnerships

Contact
Corporate Headquarters Charles Schwab & Co., Inc.
Human Resources
101 Montgomery Street
San Francisco, CA 94104
Job Hotline (415) 636-2077
http://jobs.schwab.com/home.html 

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Atkins Nutritionals Inc.
Public Relations Professional
New York, NY

Responsibilities and Qualifications
Atkins Nutritionals, one of the most exciting and high profile food and nutrition companies in the world is currently seeking an experienced Public Relations/Corporate Communications Professional to work in our New York City office. An ideal candidate will have 3 plus years of media experience including, broadcasting, Internet and print communications, preferably with experience in one or more of the following areas: food/nutrition Public Relations, international program management, and/or creative media strategies. We are seeking innovative and critical thinkers to help expand product awareness worldwide. Salary will be commensurate with experience.

Benefits Summary
We offer competitive salaries and a comprehensive benefits package which includes the following:

• Medical and Dental Insurance
• Vision Plan
• Life Insurance
• Short and Long Term Disability
• Paid Vacation, Sick and Personal Days
• Ten Paid Holidays
• 401 (k) plan
• Flexible Spending Accounts
• Product Discounts
• Tuition Reimbursement

Contact
Apply online at: http://atkins.com/about/careers/index.html

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Motorola, Inc.
iDEN Senior Public Relations Specialist
Plantation, FL

The iDEN Public Relations department is responsible for publicizing and promoting all new iDEN products and major partnerships by working closely with carriers. The department currently consists of a Public Relations Manager who reports to the Director of Communications and Public Affairs for Motorola GTSS.

Responsibilities/Expectations
iDEN Public Relations

• Focus on publicizing strategic partnerships for the business development team, including trade show and other event announcements.
• Work with partners to develop joint key messages and press releases.
• Coordinate and execute media launch events.
  

External VIP Program

• Provide one-on-one iDEN phone training for external VIPs including media and special guests.
• Coordinate getting phones and service for media events and PR agencies.
• Manage the iDEN media loaner program, working with H&K and UPP.
  

Plantation Community Relations

• Provide proactive local media outreach for the Plantation facility
• Develop relationships with and respond to requests from local South Florida media

 Specific Knowledge/Skills

• Bachelor's degree in marketing or communications.
• 3-5 years of marketing/communications experience, including business development and public relations; agency experience a plus. Excellent written and interpersonal communication skills.
• Must have excellent organizational skills and be able to handle multiple projects simultaneously.
• Media relations experience andContacts helpful.

Contact
Job id: 3854
Apply online: http://www.motorolacareers.com

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Saint Joseph Health Systems
Director, Public Relations
Cambridge, MA

St. Joseph Hospital, a 469-bed, not-for-profit Catholic Hospital located in Orange, resonates with healthcare professionals who believe in the core values of the Sisters of St. Joseph of Orange. Here,you are nurtured by collaboration and teamwork, open communication, learning, and the delivery of quality patient care that goes beyond expectations. Our values have inspired us for over 75 years.

Responsibilities
Partners with the Director of Marketing and others in developing and implementing a proactive public relationsprogram for St. Joseph Hospital. Areas of responsibility include: media relations, public relations support of events and other media opportunities. The Director Public Relations will also be responsible for writing articles for several hospital publications as well as updating the Public Relations component of the web site. The strategic deliverable of this role is to increase the visibility of St. Joseph Hospital and its services to broaden market share through creative and effective public relations.

Qualifications

• Minimum Requirements: *Bachelors Degree *
• 5 to 10 years experience in hospital or health care public relations with demonstrated supervisory skills.
• Preferred Qualifications: *Masters Degree in Marketing, Public Relations or related field.

Contact
For consideration, please send your resume or apply in person to: Human Resources Dept., 1100 West Stewart Drive, Orange, CA 92868. Email: employment@sjo.stjoe.org. You may also visit us online at www.sjo.org. Equal Opportunity Employer