Posts Tagged ‘MSLGROUP Americas’

Media Pitching: “The Fear of Rejection”

Tuesday, February 21st, 2012

Naomi Borno is a Senior Account Executive in the Compass media group of MSL New York.

The fear of rejection…

Waiting at your desk hoping the phone will ring….

Trying to make your stories sound SUPER interesting, without looking desperate…

All of these emotions may sound like the thoughts of a teenage girl, but in fact these are some of the everyday feelings of PR practitioners all over the country. Pitching in theory is simple… make a few phone calls, send an email here or there; but in reality navigating the ever-changing media landscape can be as tricky as dating.

That coveted hit can sometimes feel like a soul mate; and most recently I thought that I had found mine with the Today Show ( I know, everyone wants to date her -_-) I pitched and I got a read receipt! And then I spoke on the phone with the producer… for like 10 minutes. We laughed and were getting along so nicely. Before we got off the line she told me that she wanted to pencil in a date. It was amazing everything was falling into place! It was a dream come true.

Then as quickly as the interest had come up, it fizzled and fell flat. A week after patiently waiting for a phone call, I get a one sentence note, declining the interview and telling me to stay in touch. Stay in Touch ?!? What had gone wrong? Why couldn’t she just be up front and tell me that “she’s just not that into me?”

After I melted down, I came to the realization that there are many obstacles to overcome before a segment actually gets booked. Like the dating world, there are factors everyone should keep in mind before hitting send or picking up the phone:

Sometimes there are just TOO many fish in the sea …

Having a stellar pitch is only half the battle. When it comes to national morning shows, keep in mind that there are many different competing brands reaching out to the same producer – at the same time – at a rapid rate. It’s important to make yourself stand out for the right reasons.

Save the creative fluffy writing for your press releases and Facebook pages. Pitches should always be short and straight-forward. This holds true for subject line as well. If you have an interview opportunity with Madonna put it out front and center. This isn’t the place to be cryptic. Messages like “A Chance to Chat With the Material Girl” will get you nowhere.

Play Hard to Get… No one likes a STALKER…

Do you want to be called five times an hour, every hour a week straight? Didn’t think so.

Reporters can smell blood in the water. If you seem too desperate or just annoying when they are on deadline – they won’t want to work with you and they won’t care about your great pitch. There’s a fine line between aggressive and obsessive, so take it easy – and keep it cool – when following up.

Executive Producers (EP) can be just like disapproving parents…

No matter what the booking producer says or feels, keep in mind that nothing happens with out the EP’s approval. Like a parent they have the power to put a stop to any budding relationship. Their job is to ensure segments flow into the larger program while following the guidelines / ethics of the show. So, if you get to this point be sure to be honest and upfront about your spokesperson and client message. Trying to hide your real motives, won’t do you any good in the long run.

Meddling Friends aren’t as bad as the Sales and Marketing Teams…

Friends have great intentions, but their opinions on your relationship can sometimes be skewed due to their own motives. This holds true for the sales department of shows too. Be clear – they don’t always care about your great story. Their job is to make money for the show, so they can become a road-block between you and the producer.

If you are lucky your story will be good enough to get past this meddling group, but when pitching national media be prepared to ante up in most cases if you expect any brand messages to be included. Limited budget? If so, just make sure you gauge client expectations. You may need to change the messages or even lower the bar when it comes to your media targets.

Pitching national broadcast can be tricky, but like the dating game you have to be in it to win it, so be confident and get our there with your best pick up lines!

Naomi Borno is a senior account executive in the Compass Media division of MSL New York. Her experience includes media relations and strategy for fashion, beauty, entertainment, food, liquor, travel, electronics, and lifestyle clientele. She currently works on brands including Pepto-Bismol, Metamucil, Crest 3D White, and My Black is Beautiful.

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Obituary — Michael J. Sullivan

Thursday, February 9th, 2012

Michael J. Sullivan

Michael Sullivan, a public relations executive in Manhattan, died February 7 of complications following heart surgery. He was 46 years old.

Michael was North America Consumer Practice Director at MSLGroup, an international firm he joined in 2010. Renee Wilson, Chief Client Officer at MSLGroup, said, “Michael was an extraordinary public relations executive… Michael’s legacy will be his uncanny ability to take strategic ideation to the highest level. In that process, he pushed us to think bigger.”

During a career of more than 20 years, Michael became well known throughout the industry for his work on such accounts as Proctor & Gamble, Tupperware, L.L. Bean, and many others. Michael’s career began at Ruder Finn, which he left as a vice president in 1995. From there he joined DeVries Public Relations, at which he was President when he left in 2007. He formed his own consulting firm, SullivanBremer, with Laura Bremer in 2008.

Madeline DeVries said of her former colleague: “Michael’s unique combination of brilliant strategic thinking and highly creative writing made his presentations bold and unforgettable. His team-building and inspiring style contributed enormously to the company.”

Michael was born April 4, 1965, in White Plains, NY, the son of the late Hon. Timothy J. and Henrietta M. Sullivan. He was educated at Archbishop Stepinac High School and the Catholic University of America. Michael graduated from CUA in 1987, with a BFA in drama, with a specialty in directing. His senior thesis was a production of “Zoo Story” by Edward Albee. Michael was an avid traveler, opera lover, and reader of classic literature.

Michael is survived by four sisters, Nancy Loiaconi, Loretta Sullivan, Cynthia Sullivan and Patricia Nichols; and two brothers, Timothy Sullivan and Stephen Sullivan. He is also survived by five loving nieces and nephews.

A memorial service will be held at The University Club, 1 W. 54th St., in Manhattan, on Monday, February 13, at 2 pm. Those who wish to donate in Michael’s honor may consider Guiding Eyes for the Blind, Housing Works, and Gay Men’s Health Crisis.

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Michael Sullivan

Tuesday, February 7th, 2012

It is with deep sadness that I share the news that Michael Sullivan, our friend and colleague, has passed away.

Michael was an extraordinary public relations practitioner. He was a leader and a member of the executive team at MSL New York and a creative force who was respected across the global MSLGROUP network for having one of our sharpest minds. We offer our prayers and deepest condolences to Michael’s sisters, brothers and his broad group of friends and colleagues at MSLGROUP and throughout the PR community. Michael’s time with us and in life was way too short.

As you know, I worked closely with Michael during his time here at MSLGROUP Americas. Michael’s legacy will be his uncanny ability to take the strategic ideation to the highest level. In that process, he pushed us to think bigger. To be bigger. To be the best.

Several years before we hired him, I knew of Michael by reputation from his work on P&G. When Michael started his consultancy, Sullivan Bremmer, Scott Beaudoin introduced him to me. Of course, I jumped at the chance to involve him in our work. Little by little, Michael did more consulting for us in the Consumer Marketing space and we hired Michael in June 2010 as NA Consumer Practice Leader. It was at that time that he started making his mark on our GI brands, and lucky for us, found Denise Vitola and hired her.

Michael changed the game for us in Consumer – he let us know that what we were doing could be so much better. What had been acceptable no longer was, if you were working with Michael. He pushed our teams – HARD. And not everyone liked it, but no one can dispute he made us better public relations strategists. I see his effect on many of you, and it’s inspiring.

Michael brought style, flair and fun to MSLGROUP. From memorable quotes like: “Super fantastic bubble plastic!” to “Ding, ding, ding – you win the ham!,” we will never forget his energy, enthusiasm and passion for PR. When things were going well? “It’s gas and gators.” When things were looking tough? “We’re like water – we find a way.” We will keep his spirit alive when we use Ideahaus, brainstorm and strategize.

Michael Sullivan, Senior Vice President, Global Consumer Marketing

In typical Michael style, he posted his “own” version of a favorite quote from Ralph Waldo Emerson on the door of his office that speaks volumes to both his passion for ideas and his eagerness to tweak things in order to make them better.

“The health of the mind seems to demand a horizon;
the eye is never tired that can see far enough.”

As you may know, Michael was getting ready to move to London for a special P&G assignment. In doing this, I knew that he was going to help make MSLGROUP a powerful force in EMEA. By collaborating with Victoria Biggs in London, they would be unstoppable.

Michael was my overall partner on P&G globally. Although we only worked together for a little over a year, I will miss him terribly. If there is one thing Michael would want, it is for us all to have a fabulous party rather than be sad. So whether or not your party is with friends, or you choose to raise a glass on your own in his honor, please look for Michael beyond the horizon. And, make sure you are pouring Veuve Cliquot. Michael wouldn’t have it any other way

Renee Wilson is chief client officer of MSLGROUP and managing director of MSL New York.

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When Politics, Advocacy, and Social Media Collide

Friday, February 3rd, 2012

Stephanie Smith, North American Director of Media Serivces

Watching Susan G. Komen Foundation–Planned Parenthood story unfold over the last 48 hours has been a fascinating study in crisis communications, politics, and the power of social media.

It is the perfect storm of issues.
-The politicization of health issues in an increasingly divided government.
-An organization making a decision fundamentally at odds with the beliefs of its core advocates.
-The swift torrent of outrage in social media.
-Savvy reactive strategy to leverage the controversy.

Wherever you may fall on the political spectrum, the last two days have provided a window into how quickly public sentiment is voiced now and how communication strategy in turn has to evolve. Facebook, Twitter and other social media have played an increasing role in the narrative of major stories–that’s not surprising to anyone in the public relations industry. But the size, scope and swiftness of the online reaction to Komen’s decision to defund Planned Parenthood has been simply stunning. The flatfooted response from Komen seems to indicate that leaders at the non-profit had no idea the online and then real world backlash would be so immediate and forceful. In this era where social media is the ultimate sounding board and forum, people vote their dissatisfaction. Instantly.

It should be noted that the battle between these two non-profit giants is not exclusive to the left; this type of conflict could have arisen between two organizations on the right side of the political spectrum just as easily. The fundamental issue here is that two non-profits, ostensibly with similar values, ended up very much at odds.

Planned Parenthood-sponsored hashtag.

Planned Parenthood’s savviness.
The attempted demonization of Planned Parenthood has been underway for quite some time, and ironically the Komen decision has emboldened Planned Parenthood’s advocates in a way that attacks from opponents have not. Planned Parenthood’s handling of this controversy from a communications POV is spot on, taking to social media, emailing their supporters with fundraising requests, and engaging like-minded politicians such as Mike Bloomberg. Planned Parenthood has portrayed itself as the David in this David and Goliath story, and has savvily shaped the narrative to reinforce public sentiment in its favor. It is a case study in effective crisis communications.

Damage done.
On the other end of the spectrum is the Susan G. Komen Foundation. In attempting to recover, CEO Nancy Brinker has given changing explanations to justify the pulling of funds to Planned Parenthood. Komen now faces an uphill battle–creating a consistent message strategy and trying to allay the outrage from supporters. Management could choose to stick with their decision and simply withstand the criticism, hoping the controversy will simply wane. But the perception of having given in to what is a politically motivated issue is taking a severe toll on the organization. Brands, who account for millions in donations to Komen, may pull back, concerned that the organization is playing politics and has become tainted in the minds of consumers. Consumer boycotts are also likely to damage Komen’s fundraising efforts further.

Know your customer.
What is at the core of this controversy is that the Komen foundation either fundamentally forgot or misunderstood the beliefs and values of their core advocates. It’s critically important that a brand understands who its core customers are, who its advocates are, and what values they align with. By moving away from its core values, Komen has alienated a substantial percentage of their stakeholders. If Komen is going to stand for different values moving forward, then they will need to build a new base of support. In the meantime, Komen will become the cautionary tale for any major organization or brand.

Stephanie Smith is senior vice president, North American director of media services at MSL New York. She joined MSL New York from ABC News where she was a long-time network news producer who covered a wide-range of breaking news and feature stories for “World News Tonight with Peter Jennings,” “Good Morning America” and “Nightline.”

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Indianapolis: A City with More to Offer than a Football Experience

Friday, February 3rd, 2012

Erica Kless is a senior account supervisor in the healthcare practice at MSLGROUP New York and is a regular business traveler to Indianapolis.

This week, more than 100,000 people are estimated to pour into Indianapolis for the epic matchup between the New York Giants and New England Patriots in Super Bowl XLVI. Personally, I have a vested interest in the event, not only because I’m a fan of the Big Blue, but also because it’s taking place in my home away from home.

As someone who spends quite a bit of time in the Circle City for business, I find myself almost as excited as the locals for Indy to host the Super Bowl. Over the last year I’ve seen the city’s transformation taking place, and while the construction has been less than ideal from a traffic standpoint, I landed at Indianapolis International Airport Monday afternoon to a city ready for throngs of football fans. From the T-shirt and memorabilia booths set up in the airport, to the signage everywhere you look, Indy has laid out the welcome mat for visitors.

The Super Bowl Village has transformed the downtown area into a 10-day festival of football (complete with a zipline!) and a jam packed calendar of events, but there’s more to Indy than just football.

Here are a few of my recommendations to experience food and culture in Indy:

If You’re in the Mood for Steak

Go to Shula’s Steak House. Yes, there are many steak houses in Indianapolis, but I’m partial to Shula’s, probably because I typically stay at the Westin Indianapolis when I’m in town, and this restaurant is attached to the hotel. That aside, it fits in nicely with this week’s football theme. The drink menu has good cocktails and wine. The steak is custom cut and aged, and, most important, I find myself thinking about whether or not I can replicate their Crab Mac & Cheese in my own kitchen. (The answer is no.)

If You’re Looking for a Good Glass of Wine

Tastings is a good bet. Voted Best Wine Bar (Metromix Indianapolis 2010), Tastings is situated in the heart of downtown at the Conrad Indianapolis and has Enomatic wine dispensers that provide 2 ounce tastes of more than 100 kinds of wine. They also make nice flatbread pizzas, so if you’re looking for a place to relax and have a little nibble, Tastings gets my vote.

If You Have a Sweet Tooth

Don’t miss Long’s Bakery. Voted Best of TheIndyChannel.com A-List in 2011, Long’s is known for its donuts, but also has cakes, cookies, pastries and pies, all baked from scratch daily. If you can travel with them, I suggest bringing some sweet treats back for friends, family or co-workers – you’ll score major points!

Long's Bakery in Indianapolis

If You Want Farm-Fresh Food

Go to R Bistro. It won OpenTable.com’s winner’s choice award in 2011, and it’s among one of the best restaurants I’ve been to in the city. It’s a small venue, but the staff is friendly and knowledgeable, and the menu changes weekly to take advantage of fresh, seasonal ingredients. I always try to go in the fall to sample their pumpkin-inspired dishes, but regardless of the season, I’ve never been disappointed by a meal there.

If You Find Yourself in Need of Shopping Expedition

With Nordstrom’s downtown closed, the place to shop is definitely The Fashion Mall at Keystone. Living in Manhattan, I don’t often get to go to the mall, and Keystone fulfills that hankering when I have a chance to venture out that way. In addition to Saks and Nordstrom and a wide array of restaurants, they have all my favorite stores in one place, which makes the 30-minute drive from downtown well worth the effort.

On Your Way Out

I’m not a fan of sitting in the airport – I’m usually that person running on the plane just before they close the doors. After missing more than a few flights, I’ve finally begun leaving myself more time, and I actually don’t mind spending time at the Indianapolis Airport. In fact, there are two places I always stop at on my way out: Just Pop In! and Harry & Izzy’s. Just Pop In! has the widest array of popcorn flavors I have ever seen in flavors you wouldn’t think of (cocoa popcorn anyone?). As for Harry & Izzy’s, I spend so much time there that one of the servers knew me and my drink choice by name! The only issue with this restaurant is that they don’t offer the cocktail sauce from their World Famous St. Elmo Shrimp Cocktail® for purchase by the bottle.

This list is not comprehensive – I didn’t get to extol the virtues of 14 West (Don’t miss the roasted vanilla pecan buttered sweet potatoes.), Mesh on Mass Avenue (The pommes frites come with house-made ketchup.), Palomino (Try the lavender cosmopolitan.), Barcelona (Skip dinner and go straight for the tres leches cake.) or The Indianapolis Museum of Art (Check out the Material World exhibition.), so I encourage everyone visiting Indy for the Super Bowl and beyond to take advantage of all this city has to offer. And, if you find a new gem to frequent, let us know!

As a senior account supervisor in the healthcare practice of MS&L New York. Erica Kless launches and promotes consumer health campaigns, provides data and medical meeting support, performs issues management and advocacy work and manages media relations.

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