Public Relations

Ethics Adviser Dumps On Shell

Following the execution of Nigerian environmentalist Ken Saro-Wiwa and its attempt to dump the Brent Spar oil platform in the ocean, Shell appointed a dozen people to oversee its image overhaul. A decade later, Simon Longstaff, one of Shell's twelve and the director of Sydney's St. James Ethical Centre, lashed out at Shell. "The process we went through was thorough and exhaustive, but what concerned me was seeing the marketing arm of the company turn it into a PR exercise as soon as we had finished," he said.

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Spinning the Atom, Worldwide

"There are many reasons why nuclear power is back on the agenda," reports Liz Minchin. There's global warming, and there's a "well funded and carefully planned international public relations strategy selling nuclear power as a 'clean, green and safe' solution to global warming." International conferences have been key to the effort, writes Minchin.

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The Invisible Hand of DuPont

In March 2002, Andy Gallagher, then the spokesperson for West Virginia's Department of Environmental Protection, drafted a media release to inform residents in Wood County that the toxic chemical C8 was being emitted from DuPont's local plant. But the statement was never released.

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When Journalists Embrace 'Reform'

Reviewing the language used by journalists used to describe legislative changes designed to marginalise Australian unions, Deirdre Macken writes that stories in Rupert Murdoch's News Limited publications and by the publicly funded Australian Broadcasting Corporation often use the term "workplace reform." A dictionary definition of "reform", she notes, is making something "better by removal of faults or errors." "Governments will

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Perception of Success Determines Public Support for War

George W. Bush's Tuesday night national address reflected "a purposeful strategy based on extensive study of public opinion about how to maintain support for a costly and problem-plagued military mission," the Washington Post's Peter Baker and Dan Balz write. The White House consulted the work of Duke University political scientists Peter D. Feaver and Christopher F.

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When Is a Commercial Not a Commercial?

When is a video news release in danger of looking or sounding like a commercial?

"A VNR is aired on the news at the discretion of news personnel," Amy Goldwert Eskridge of AGE Productions told PR Week. "So it's important to produce a story that looks and sounds like it was done by the station."

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Do Not Ask for Whom the Poll Trolls

This spring, a poll that found half of adult Americans have frequent sleeping problems was reported on "by virtually all of the country's major newspapers and television networks," as well as international media. "Lost in the somber warnings and survey results, however, was that the poll, the proclamations and the press kits that spread the information were paid for by sleeping pill manufacturers," reports the Sacramento Bee.

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RJR Hoped Tomlinson and Readers Digest Could Rescue Its Dying Cigarette

In January 1989 the R.J.Reynolds Tobacco Company (RJR) was desperately trying to salvage its 'smokeless' Premier cigarette from marketing oblivion. On behalf of RJR Matt Swetonic, then a Senior Vice President in Hill & Knowlton's New York office, set out to court Kenneth Tomlinson, the then Executive Editor of Readers Digest, in the hope of garnering favorable media coverage. (These days Tomlinson is the controversial Chairman of the Corporation for Public Broadcasting).

For RJR the attraction of pitching the Premier story to the Readers Digest was precisely because for decades it had relentlessly highlighted the deadly impact of smoking. Favorable media coverage of Premier could not only undermine tobacco control activists arguments against cigarettes but could help reverse the relentless march to market share dominance of Philip Morris's Marlboro brand.

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