Showing posts with label PR. Show all posts
Showing posts with label PR. Show all posts

Monday, September 3, 2018

New Insights on Verizon’s 9/11 Recovery Efforts

Photo page, “Verizon Untethered”
“Everyone remembers that sunny Tuesday morning in September…”

That’s the chilling beginning of a 25-page chapter in “Verizon Untethered,” a newly published book about the company’s history. It continues:

Verizon CFO Doreen Toben was on the phone and looking out of her window south from the 39th floor of Verizon’s 1095 Avenue of the Americas, or Sixth Avenue, headquarters. She had a clear view straight south about four miles and clearly saw the first plane fly into the north tower of the World Trade Center at approximately 8:46 a.m. She ran down the hall toward [President Larry] Babbio’s office overlooking Bryant Park to the east to alert him.

Babbio and two lieutenants, Paul Lacouture, president of network services, and John Bell, senior vice president of northeast network services, and other executives gathered in the conference room at the southeastern corner of the floor. They watched in horror as flames and smoke billowed out of the tower. [CEO Ivan] Seidenberg quickly returned from an early morning meeting a few blocks away in Midtown to join them, as did head of corporate communications Mary Beth Bardin.

The second plane pierced the south tower about 17 minutes later. Like much of America, the executives couldn’t quite accept that this was happening. The nation was under attack. Bardin remembers looking from the television in the corner of the room to the actual towers burning to their south. “Somehow seeing it on TV made it more real. We could not believe what we were seeing,” she said.
Photo page, “Verizon Untethered”

They quickly kicked into operations mode. The towers were in the heart of Verizon’s densest telecommunications network, if not the most tightly wired telecommunications node in the world. Four massive computerized switches connected 300,000 Verizon landlines to the outside world. In Lower Manhattan, Verizon also provided nearly 3.6 million data circuits to serve the world’s largest financial center and the thousands of financial services and other businesses, as well as 20,000 residential customers. Most of those copper wires and optical fibers fed into Verizon’s two switching hubs at Broad Street and the 32-story art deco fortress of an operations center completed in 1927 at 140 West Street. It stands adjacent to the complex of World Trade Center buildings that were erected beginning in the 1960s. Ten cellular phone towers were also providing Verizon Wireless service in the area.

Bell turned to Babbio. “You’re an engineer. How long do you think that fire can last?” Earlier than most observers, Babbio understood the structural significance of the flaming structures. “I can tell you this. If it burns for more than an hour and a half, we’re in big trouble here,” Babbio said, “because that steel will melt in an hour and a half.”

And that meant the towers were coming down.

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Purchasing link
The chapter goes on to describe Verizon’s behind-the-scenes network recovery efforts following the 9/11 terrorist attacks, culminating in the reopening of trading on the New York Stock Exchange on September 17, 2001.

“Verizon Untethered” was written by Scott McMurray and published by Post Hill Press and The History Factory, under Seidenberg’s direction. All proceeds from book sales are being donated to Verizon’s VtoV Employee Relief Fund for the use of employees and their families in need.

After the book’s publication in May 2018, Verizon contracted with The History Factory to re-establish a company archives to preserve the type of historical information gathered in the research.

This is great news. As a Verizon employee at the time of the attacks (and still today), I have sought to preserve bits and pieces of artifacts in the company’s files about 9/11 and its aftermath. I’ve posted much of this information on a Pinterest site about Verizon's response to 9/11.

Link to my Pinterest site
I would particularly draw your attention to two videos posted there: a remarkable 38-minute documentary, and a 90-second Verizon-backed TV spot called “Lady Liberty” that ran on the first anniversary of the terrorist attacks.

The book includes the interesting backstory about that TV spot, which was mcgarrybowen’s first work as an agency.


Monday, August 6, 2018

Thoughts About Corporate Media Relations, In Real Life

“Annie Hall” is a favorite old movie.

In a favorite scene, a Columbia professor who teaches “TV, Media and Culture” stands in line in a crowded theater lobby, loudly and pompously trying to impress his date by quoting Marshall McLuhan.

The real McLuhan magically steps into the picture and shuts him up by saying, “You know nothing of my work! How you got to teach a course in anything is amazing!”

The punchline: If only real life were like that.

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Something similar happened to me recently.

Fade in to more than a year ago. Asked by Ragan Communications to talk about media relations to PR professionals, I cited a decades-old pamphlet, “The Executive’s Guide to Handling a Press Interview,” to say the basic principles of effective media relations hadn’t changed since.

Dick Martin, a legendary long-time AT&T PR executive, had published the following tips in 1977:
• Tell the truth
• Remember your audience
• Begin with your conclusions
• Be brief
• Avoid jargon
• Keep control of the interviews
• Don’t try to answer hypothetical questions
• Don’t lose your temper
• Don’t repeat negatives
Remember, local news isn’t local 
All, to me, were still valid. The last point was prescient, since it was made long before the Internet existed. It referred to local news stories that had broader impact if syndicated by AP or UPI.

Now shift scenes to this past March, when I actually met Dick Martin.

He had just keynoted the “PR Women Who Changed History” event in New York, where he eloquently spoke about the life of the late Marilyn Laurie, AT&T’s first and only female chief communications officer. You can view a video of his talk on the Museum of PR’s Facebook page.

I excitedly introduced myself afterward and told Mr. Martin that I had used his 1977 pamphlet as the basis for a presentation about the immutable principles of good media relations.

He looked at me like I was crazy.

Urbane and polite, he didn’t exactly say, “You know nothing of my work! How you got to be a spokesperson for Verizon is amazing!”

Instead, as he furtively looked for the nearest exit, he simply said, “I don’t know about that. I think a lot of things have changed about media relations since then.”

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So I thought long and hard about what to say when the Museum of PR invited me to speak to students attending a PR Summer School event last month. The topic was how to be a corporate spokesperson.

Undaunted, I used the same slide of Dick Martin’s media relations tips. Good messaging is good messaging, I said, still believing the points he made in 1977 are just as valid today.

But, I acknowledged, so much else has changed in the meantime. Coincidentally, it’s changed in the same way Marshall McLuhan predicted it would in the 1960s. “The medium is the message” referred to a world connected by technology. This, McLuhan theorized, would change the nature of what’s news, and what our relationship is to all the things that will be communicated to us.

He was right. Technology and the global village created by the Internet have changed the nature of news, and the nature of our lives.

Avoiding politics, I pointed out recent evidence of this in the world of major league baseball.


About the nature of news. A story ran on TV evening news – which has precious little time to inform viewers about important world events – about a fan claiming a ball thrown into the stands by a Chicago Cubs player. A camera caught a man grabbing the ball and giving it to a woman seated next to him after it was muffed by a young boy in the row in front of them.

Social media went into immediate witch-hunt mode. Literally millions of people viewed the video on Twitter and condemned the man. The Cubs PR team reacted with blinding speed – the speed of good PR these days being measured in mere minutes in this era of 24/7 news cycles. They posted a tweet of a Cubs player handing the boy two autographed baseballs in atonement.

Only later – after initial news reports -- was it learned that the man in the video had collected many baseballs from his seat in back of the dugout during the year… and that he’s known for giving the baseballs he collects to children sitting nearby. Earlier that same game he had given that same boy an errant foul ball.

More and more, this is now the nature of news: lacking perspective, rushing to judgement, pandering to page views.


About the nature of ourselves. Do you know what niche area of PR will be extinct in 20 years?

Media training.

Consider 24-year-old Milwaukee Brewers pitcher Josh Hader’s locker-room interview after this year’s All Star Game. As he played in the game earlier that evening, the Twittersphere surfaced racist and misogynistic tweets from his account seven years earlier.

Again, the speed with which it became a story was mind-boggling. While the game was underway, baseball PR handlers descended into the stands to advise his parents to turn their Hader-emblazoned jerseys inside-out so they wouldn’t be harassed. Meanwhile, the players themselves consulted cell phones in the dugout as they followed the saga of Hader’s seven-year-old tweets.

Immediately after the game, facing dozens of reporters and cameras in a confined space in the locker room, Hader handled the interviews expertly: he sincerely apologized, took ownership of the situation, looked everyone in the eye and answered tough questions directly. He even volunteered to attend sensitivity training and gave some context (quoting rap lyrics) for his tweets as a 17-year-old.

Media trainers would advise that this is the first rule of damage control: go ugly early. Get all bad news out quickly and begin taking steps to fix things.

Hader seemingly knew this instinctively. His demeanor on camera, at the worst moment of his life, may well have been the product of having grown up in an age where people no longer have to be “trained” how to behave on camera.

The best video training technique these days is simply to turn a cell phone camera on yourself and record. You self-correct after seeing the video.

With video now part of everyone’s everyday lives, and some people having lived this way since childhood, we have become different people because of it.

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In this new environment, I offered students three takeaways that, even in 2018, harken to basic principles of media relations that Dick Martin might still agree with.

1. Respect Journalists.

In a recent Washington Post column about “the sorry state of corporate media relations,” Steven Pearlstein writes that in many companies what is widely referred to as “earned media” now takes a back seat to “owned media.” Companies use websites, Internet search engines and social media to build their brand identities and communicate directly with stakeholders.

True enough. Owned media is a strategic marketing and sales weapon.

But earned media -- getting a story told by a third-party who has no vested interest other than uncovering the truth – can be a weapon of mass destruction.

Earned media deserves PR attention now more than ever. Building trust with reporters and helping them do their jobs can authentically enhance a brand’s value in a way that money still can’t buy. Ignoring the power of earned media can quickly ruin reputations. Look what’s happened recently to Uber, Facebook and Wells Fargo. And to the entire business of Theranos.

As the number of true journalists sadly continues to decline, every one who remains deserves an increasingly higher degree of respect.

2. Learn the Numbers.

“Follow the money” isn’t just good advice for investigative journalists; it’s also good advice for  corporate communicators.

You can differentiate yourself from many PR peers and enhance your career by taking the time and effort to learn and understand your company’s finances.

To become a strategic adviser rather than an order-taker, it’s essential to view your company from an owner’s point of view and to understand the financial issues that drive business decisions.

While most everyone values lifelong learning, often “creatives” or “word-people” avoid learning about finance.

Here’s an easy fix: study earnings release disclosures, and read 10Ks and annual reports. At the very least, ask finance colleagues about their jobs. Invite an accountant to lunch.

3. Advocate for something you love.

This is by far the most important rule for any spokesperson.

I work for Verizon. Every day, the company connects millions of people, companies and communities with powerful technology. Here’s a video of my colleagues sharing their favorite lines from Verizon’s Credo, the set of principles pictured here that describes the company's core values.

Throughout my career, I’ve been privileged and honored to have been able to work with some of the best journalists in the world.

I’ve been equally privileged and honored to have been able to do so while speaking on behalf of Verizon employees.

If, in real life, you’re not proud of the PR work you’re doing, you’re advocating for the wrong company or client. Get out. Now.

You’d be better off going home and watching a favorite old movie.

Sunday, July 22, 2018

The Corporate Life Chose Me


Thursday evening, July 26, I'll be speaking at a Museum of PR "Summer School" event in New York (details here).

The topic is my work as a spokesperson in the changing world of corporate America (unless things change by then). Registration is free, and the event will also be streamed live on Facebook.

My Twitter Moment, see below, celebrates the hashtag #CorporateLife -- and you might think from this that I sometimes don't take my job very seriously.

On the contrary, I want to let you in on a few secrets.

First, I've worked for Verizon and pre-Verizon companies for more than 30 years. That makes me an odd duck. But I have to tell you, as I've written before, it's never felt like that. I may not have changed companies, but the company has changed several times around me.

Like father, like son. My Dad worked at a Verizon predecessor company, New York Telephone, for 33 years. Dad didn't always love his job (working in Customer Service is particularly demanding) -- but he always loved his family. If he were still with us today, he'd be very proud that I followed in his giant footsteps.

Second, I have no regrets. Verizon is a tech company that helps people communicate. Its goal is to deliver the promise of the digital world to customers, and it aspires to do so in an ethical way. Check out the Verizon Credo. I think that's pretty cool.

Third, I love my particular job -- media relations -- because I get to work directly with the best journalists in the world.

Journalists are under fire these days, and I think unfairly so. Their world -- like mine, and yours too -- is radically changing. But even on their bad days, journalists do more good in the world than most. It's been an honor and a privilege to be able to help them do their jobs.

Want to hear less about me and more what life is like in corporate PR these days? Tune in on Thursday night. I hope it will be informative -- and fun.

Sunday, March 4, 2018

Happy National Grammar Day!

Martha Brockenbrough
(Photo by Emerald England)
Do you have March 4, 2018, (notice the comma after the appositive year) marked on your calendar as Oscar Night?

Good news: There's another reason to celebrate!

Today marks the 10th anniversary of National Grammar Day, established by writer Martha Brockenbrough (rhymes with "broken toe"), grammar advocate and author of Things That Make Us [Sic].

To mark this anniversary, I think Ms. Brockenbrough should win an Oscar for Best Original Awareness Day. I also think tonight's award should honor the memory of Syd Penner, legendary copy editor for the New York Daily News in the Jimmy Breslin era.

I've previously posted about kind, patient and erudite Mr. Penner, who, after retirement, dressed in suit and tie for a weekly visit to the offices of then-NYNEX at 1095 Ave. of the Americas in New York. He would critique and copyedit the press releases and other writing samples of then-me and my colleagues in the Public Relations department.

I treasured every red mark Syd Penner placed on my work. He pointed out grammatical flaws, wordiness, jargon. He also wasn't a fan of adjectives.

Those pages have long since been recycled. Everything went digital. I've moved offices. And, last year, I moved into an open work environment. Just like a newsroom in the Jimmy Breslin era. Kinda.

The point being, in de-cluttering my life before moving from a physical office, I came across a physical copy of the November 29, 1979, issue of The Printer's Devil (Vol. 1, No. 13). This, as noted by journalist Paul LaRosa, was Syd Penner's occasional, internal-to-the-Daily-News newsletter that celebrated stories he liked and knocked those he didn't.

(Note: Wikipedia offers an informative definition of "printer's devil," complete with a link to a related "Twilight Zone" episode, available on Hulu and starring Burgess Meredith.)

This sample of The Printer's Devil is from the late Mr. Penner's personal files. He had given it to me because I kept hounding him to tell me stories about life as a journalist in the '60s and '70s.

I offer it to you here, in celebration of National Grammar Day:



For more information and ideas on ways to celebrate National Grammar Day (no drinking games included), visit nationalgrammarday.com.



Sunday, February 11, 2018

Confessions of a Closet Journalist

I confess, this is my favorite photo of myself.

It's not because of the Ben-Affleck-in-"Argo" haircut and beard.

It's because it's part of a real, honest-to-God New York City press pass... one of the few things in this world even better than having your own Wall-Street-Journal stipple hedcut.

That's why I find it sad today that I even feel the need to write this, but here goes...

I respect and admire journalists very much. They play a vital role in society. Their contribution is incalculable, and their jobs have an extraordinarily high degree of difficulty, given changing technology and audiences, industry competitiveness, and mounting political pressures. All this, combined with long hours and almost no job security.

For personal reasons, I left the field before my press pass expired, and found a home in corporate public relations as a spokesperson. Not a bad gig, either. Because of it, I've had the privilege of getting to know and work with some of the best journalists in the world.

Daily interaction with journalists brings a perspective to my work that can be lacking inside the corporate bubble -- otherwise known as The Land of the $1,800 Louis Vuitton Chair.

Take, for example, the recent Super Bowl commercial for Ram trucks. Imagine the collective consciousness of reporters and editors: "What were they thinking?" Below is a short video that digs a little deeper into the same sermon by the Rev. Dr. Martin Luther King Jr. that's used in the ad...


Verizon, the company where I work, has bought and sold many businesses over the years. I haven't had to change companies to learn more or tackle new challenges... the company always seems to change around me. "It's good to be Bob," as my wife often sighs.

I've been lucky, blessed and proud to advocate for a business focused on building networks, and which makes its money by connecting people and enabling life-changing new technologies.

This past week I had the opportunity to talk to members of a professional PR organization about corporate financial communications and working with journalists.

I wrote a summary of that presentation, intending to post it here. I've changed my mind, though, and invite you to read "Have Fun With Numbers, and Advance Your PR Career" on LinkedIn instead. (Having, I confess, learned by osmosis the importance of page views.)

It's a rainy Sunday morning in New Jersey. Every minute someone new is tweeting about #FakeNews. Every minute the truth is being manipulated by different sides with different agendas. That's why there's nothing more important to post right now than to offer a word of encouragement, and thanks, to all journalists.

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PS - Here's an unsolicited plug for a candid, sometimes heart-breaking personal blog by reporter and editor Kyle Foster. Journalists are usually the best writers, too.


Saturday, November 11, 2017

Holy TMP! This Press Release May Save Your Phone

This iPhone is dead, right?

Its screen is cracked; its insides are showing. It's unresponsive.

Well, let me tell you the happy story of how it was brought back to life… because, in the immortal words of Arlo Guthrie, you may know somebody in a similar situation, or you may be in a similar situation.

Here’s how to protect yourself when your phone’s screen (be it iPhone or Android or Windows) is cracked and seemingly beyond repair: Get a mobile device protection plan.

I mean, pardon the commercial interruption, but there’s a great deal on something called Total Mobile Protection (TMP) that Verizon is offering until Nov. 17.

You should really check it out. NOW.

A few weeks ago, I told the story here of how I was tripped up by supernatural forces and landed on my iPhone to break my fall. Sadly, I could not revive the device, so I put it in a drawer and transferred my number to a trusty old Droid. (By the way, despite the fact that I work for Verizon, I'm not automatically given new phones... we make sure all the latest/greatest phones are made available to customers first.)

Then, by coincidence, I happened to see a draft of this press release... the press release...

Phone-saving press release

...by my Seattle-based colleague Scott Charlston. He told me he was arranging screen-repair demos in the New York area with Asurion, a company that provides insurance services for wireless devices, and that Andrew Testa, who works in the same office I do, would be happy to take my phone to see if it could be fixed.

If my phone could be fixed, anybody's phone could be fixed. I had nothing to lose. So I gave my baby to Andrew.

A few days later he tweeted these before and after photos of "Pete from Asurion," who Andrew was evidently holding captive in a suburban garage...


Unbelievably, he fixed it!

Pete from Asurion raised my iPhone from the dead!

I only hope that someday Andrew lets him out of that garage. Pete really deserves so much more than the current $29 TMP deductible.

Here's my iPhone; good as new...


...The home screen is a photo from the Grotto on the Notre Dame campus. There's a story behind that too, but that's for another blog post on another day. Some day after Notre Dame plays Miami later tonight.

Go Irish!

Sunday, October 8, 2017

Joe Girardi Illustrated 5 Ways Business Leaders Fail -- And 1 Way to Win

Back page of the NY Post the morning after
I grew up a Yankees fan, although these past few years I've really only followed the Mets. My wife is a lifelong Mets fan, and I have come to appreciate and believe Roger Angell's quote from "The Summer Game" that "there is more Met than Yankee" in every one of us.

Still, I like the Yankees -- and they are responsible for some of my life's most vivid memories... watching countless games on TV at home with Dad in Totowa, NJ, and a memorable Aaron Boone home run live in the Bronx with my friend John Bonomo. What's not to like about Aaron Judge or Didi Gregorius or even Joe Girardi?

Well, I found plenty not to like about Joe's managing of Friday night's Game 2 of the ALDS -- and wrote the following and posted it on LinkedIn without even getting out of bed Saturday morning. Since then, on Day 2, Joe has admitted to making errors in judgment during the game, so I'll add a 6th lesson here: Learning from mistakes is a winning strategy. Here's hoping the Yankees recover and win today and tomorrow and again next Wednesday. In the meantime, here's what I posted yesterday:

If and when New York Yankees manager Joe Girardi leaves his career in baseball, he might consider a teaching job at the Harvard Business School. He’d have valuable first-hand lessons to teach on how business leaders can fail:
  1. Rely too much on process. Girardi’s post-game “they only us 30 seconds to decide” excuse for not seeking a replay challenge of the ball that allegedly hit Lonnie Chisenhall (and ultimately changed the outcome of last night’s Game 2 of the AL Divisional Playoff between the Yankees and Cleveland Indians) is a classically lame corporate copout. It’s akin to saying “we’ve always done it this way.”
  2. Rely on poor metrics. Last night, baseball viewers were informed by cable TV announcers that the Yankees led the league in successful replay challenges (75%). And likely there are Yankees replay staff, responsible for recommending whether the manager should ask for a challenge, who stake their job security and expect a raise this year for producing such an impressive number. The thing is, it’s the wrong number. In fact, if you successfully challenge only 5% of replays – and one of those 5% happens to turn the tide of a playoff game – that’s the only right metric to be concerned about.
  3. Don’t seize the moment. OK, Joe, so you do have only a limited amount of time and your replay staff has let you down. What do you do? Nothing, is not the correct answer. (And, here, history repeats itself, because 10 years ago in the playoffs Yankees manager Joe Torre similarly did nothing as his team was literally attacked by a plague of locusts on the same field). Instead, seize the moment. Channel former Baltimore Orioles manager Earl Weaver. I believe Earl would have shot out of the dugout, gotten in the face of the erring umpire, thrown a few things around the infield – and given his 75%-right staff more than 30 seconds to see that Yankees pitcher Chad Green had actually produced an inning-ending strikeout instead of a hit batsman to load the bases.
  4. Lack a creative spark. Oh, but Joe later explained, he didn’t want to interrupt Green’s rhythm in that situation by calling for an extended replay review. That proved very wrong. The non-interrupted Green proceeded to surrender a grand slam to Francisco Lindor, the next batter. Perhaps, given that Joe said he knew from his prior experience as a major league catcher that “interrupted rhythm” was a real concern, he could have, with a little creativity, both delayed the game to ensure a proper replay review AND had another pitcher warmed up to replace Green before he faced Lindor. So few people -- and I'll include myself here -- are able to think three moves ahead in the heat of a pressure-packed moment. The people who do are the people who lead business revolutions.
  5. Don’t listen to employees. This is the worst offense. Joe’s own on-field captain, catcher Gary Sanchez, clearly motioned to the dugout that the ball had been foul-tipped and caught, rather than hit the batter. Joe, who has recently publicly criticized Sanchez’ defensive skills (another management error), evidently didn’t believe him. What do you think Sanchez’ psyche is like now? Or Green’s? Or Todd Frazier, who Joe later pulled from the game at second base for pinch runner Roland Torreyes... who was promptly picked off, later meekly struck out, and then, having replaced Frazier in the field, allowed Cleveland’s winning ground ball to pass between him and third base on the final play of the game.
All that said, losing in a team sport – and losing in business situations – is always a team effort.

The Daily News' take
Sanchez looked at a third strike with a runner in scoring position, team superstar Aaron Judge didn’t produce a single RBI when it was needed most, and Green DID give up a grand slam. Even external forces produced “headwinds” (corporate jargon alert) that worked against a Yankee victory. Remember, it was home-plate umpire Dan Iassogna who first made the incorrect call on the strikeout – much to the surprise of the batter and catcher. And a New York Post photographer interfered with a play that gave Cleveland an extra base in a crucial spot. And Karma.

Winning is a team effort too. Let’s not forget that Lindor actually hit a grand slam, that catcher Yan Gomes’ cannon arm produced the Torreyes pickoff, that Jay Bruce hit a home run when his team needed it most, and that Gomes also ultimately (unlike so many hitters before him) hit a game-winning RBI in extra innings.

If and when Girardi takes that professorship at Harvard Business School, sign me up. I'm sure Yankees fans only hope it’s a course that's offered in the coming spring semester.

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Read all 28 articles I've posted on LinkedIn, all touching on PR issues. Also, special thanks to my friend Michael Kasdan. He's an editor at The Good Men Project, a website founded in 2009 as a collection of men’s stories about the defining moments in their lives. GMP reposted this yesterday, just as it has so graciously posted some of my other rants.

Thursday, October 5, 2017

Kurt & Me: A ‘Slaughterhouse-Five’ Review Unstuck in Time

Slaughterhouse-FiveSlaughterhouse-Five by Kurt Vonnegut Jr.
My rating: 5 of 5 stars

It’s October 2017, and a chubby, graying PR person driving a white Ford Fusion hybrid has just pulled to the shoulder past the Harter Road exit on Route 287 South in New Jersey.
 
He’s shouting, but there’s no one else in the car.

His radio, which earlier that morning had informed him of yet another mass shooting in America, was now streaming an Audible book. In an otherwise listless narration of “Slaughterhouse-Five,” the actor James Franco had just read this passage (read further for the context):
“It was a movie about American bombers in World War II and the gallant men who flew them. Seen backwards by Billy, the story went like this: American planes, full of holes and wounded men and corpses took off backwards from an airfield in England. Over France, a few German fighter planes flew at them backwards, sucked bullets and shell fragments from some of the planes and crewmen. They did the same for wrecked American bombers on the ground, and those planes flew up backwards to join the formation.

The formation flew backwards over a German city that was in flames. The bombers opened their bomb bay doors, exerted a miraculous magnetism which shrunk the fires, gathered them into cylindrical steel containers, and lifted the containers into the bellies of the planes. The containers were stored neatly in racks. The Germans below had miraculous devices of their own, which were long steel tubes. They used them to suck more fragments from the crewmen and planes. But there were still a few wounded Americans though and some of the bombers were in bad repair. Over France though, German fighters came up again, made everything and everybody as good as new.

When the bombers got back to their base, the steel cylinders were taken from the racks and shipped back to the United States of America, where factories were operating night and day, dismantling the cylinders, separating the dangerous contents into minerals. Touchingly, it was mainly women who did this work. The minerals were then shipped to specialists in remote areas. It was their business to put them into the ground, to hide them cleverly, so they would never hurt anybody ever again."
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Listen: Bob Varettoni has come unstuck in time.

It’s October 1977, and he is sitting in an undergraduate American literature class at a large Catholic university in northern Indiana. He has not completely read the latest assignment, “Slaughterhouse-Five,” because he did not have the time or (at that time in his life) the nerve to return his copy of the book to the Hammes bookstore (the old small one off the South Quad, not the megastore that graces the campus in 2017).

He had bought the book weeks earlier, but upon starting to read it he was distressed to notice that the binding was flawed. Several of the folios were missing. So whole sections of the novel weren’t included, including the description of Billy Pilgrim viewing a war movie in reverse.

Nevertheless, by that time Bob had already read “Cat’s Cradle” and “Breakfast of Champions” so he concluded he had already read enough of Kurt Vonnegut’s work, and gotten the gist of “Slaughterhouse-Five,” to submit a critique – which received an A – stating the author was too clever by half in writing about such a serious topic as the firebombing of Dresden.

Bob smugly recalled this A years later, while watching a Jon Lovitz sketch on “Saturday Night Live.” As Master Thespian, Lovitz would perform a ridiculously self-centered conceit, an over-the-top bit of stage business – which would all be explained and justified by the catchphrase, “Acting!”

That’s the way Bob, for decades, had thought of “Slaughterhouse-Five,” smugly thinking that its Famous Author had (much like this review) called more attention to his craft than to his message:

“And so it goes... WRITING!” “Brilliant!” “Thank you!”

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Vonnegut and Krementz, a 1978 photo by Saul Leiter.
It’s now October 1997, and Bob is attending a breakfast event at the Regency Hotel on Park Avenue in Manhattan. He works for a telephone company called Bell Atlantic, which has sponsored a Columbia Journalism School series about First Amendment issues.

An elegant, dark-haired woman approaches Bob to say hello. She’s the photographer Jill Krementz. Bob had recently helped fix problems with her phone service.

Jill greets Bob warmly and turns to introduce her husband – who, a surprise to Bob, is the Famous Author, Kurt Vonnegut Jr.

Jill invites Bob to sit at their table and whispers something to Kurt. He smiles and asks Bob about his job. “It’s only PR,” Bob demurs. Kurt replies, “Nothing wrong with that…” adding that he used to do PR for GE in Schenectady many years earlier. Soon others are vying for his attention, and panel presentations begin.

The speakers spoke fluent Academia, and sometimes their words struck Bob as unintentionally funny. Bob tried not to react, but caught Kurt’s eye from across the table, and the two had a great time over the next hour conspiratorially exchanging glances. They were, it seemed to Bob, the only people in the room who were in on the joke.

Kurt had a twinkle in his eye, reminding Bob of the times he spent as a boy with his witty, unconventional, larger-than-life grandfather, whose photo he keeps at his desk in his virtual office in the year 2017.

In the photo, Bob’s grandfather is nearly passed out drunk at a table, while Bob obliviously plays at his feet. You really can’t see Bob in the photo… just one chubby arm and a sliver of a child’s body in overalls… but somehow, this image never fails to make him happy.

Back in October 1997, Bob gathered his courage at the end of the breakfast, shook the Famous Author’s hand, and said, “I’ll never forget this morning.” Kurt wordlessly bowed, like Master Thespian.
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And now it’s October 2017 again, and Bob Varettoni is driving to work.

He has wearily turned off radio news accounts about someone who had somehow purchased 33 guns in the past year, converted many of them to automatic weapons and stashed them in a Las Vegas hotel suite, from where he then shot 58 people to death the previous Sunday evening.

Instead of listening to more of this, Bob attempts to finally listen to the entirety of “Slaughterhouse-Five,” 40 years after he was originally assigned to read it in class.

Approaching the exit to Harter Road on Route 287 South, he hears James Franco intone, “It was a movie about American bombers in World War II and the gallant men who flew them. Seen backwards by Billy, the story went like this…”

The absurd, and clever, genius of the images that followed… the scene’s message of peace and nonviolence, and its literal deconstruction of all the senseless weapons… is the stuff of great literature. Bob got goosebumps as he continued to listen. These words were so utterly unexpected in the context of his life it was as if someone had pried open the top of his head to fill it with something altogether new.

By the time the narrator reached the part about dismantling the cylinders and separating the dangerous contents into minerals and how – touchingly – it was mainly women who did this work, Bob had to pull over to the side of the road to collect his thoughts.

When James Franco continued to read about how the minerals were shipped to specialists in remote areas… about how it was their job to return the minerals to the earth, hiding them cleverly, “so they would never hurt anybody ever again…” Bob pounded his hand against the steering wheel of his parked Fusion hybrid and shouted, “What the hell!... I mean, seriously, what the hell!!”

Perhaps he even used an expletive other than “hell.” He repeated, in astonishment, “What the hell was THAT?”

That was Kurt, the Famous Author, finally saying goodbye.

And so it goes.

Monday, September 25, 2017

Corporations Can't Buy Love... But Can They Earn It?

Verizon's Credo, on the wall of corporate hq
Driving north on the New Jersey Turnpike on the Sunday Hurricane Irma made landfall, I saw a convoy of Con Edison trucks heading south, toward Florida.

The crews were speeding in the opposite direction of safety, already on their way to help Florida Power & Light restore electricity.

Working in PR for Verizon, I knew colleagues who were, just then, staffing Florida command centers in hardened facilities built to withstand Category 5 winds. They were assessing damage and coordinating with emergency teams to provide support as soon as it was safe and possible… just as other colleagues had done days earlier when Hurricane Harvey hit Texas.

Also at the same time, the roster of corporations donating funds and services in response to hurricanes Harvey and Irma was reaching impressive proportions. CNN reported that donations alone totaled nearly $160 million in the immediate aftermath of Harvey. Verizon donated $10 million, with $2.5 million as part of the Hand in Hand telethon, which included more than 4,000 employees answering phones during the benefit.

Press releases and social media posts soon announced one corporate donation after another … all the way up to Walmart upping its initial $20 million commitment to $30 million.

Cars honked and flashed their headlights in appreciation at the Con Ed trucks. In my own car on Sirius XM’s new Beatles channel, Paul McCartney sang, “Money can’t buy me love.”

I wondered, was “buying love” what corporate America was trying to do? Was this outpouring of support for Floridians and Texans really just marketing in sheep’s clothing?

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Consider the recent wave of CEO activism on political issues. TheStreet’s Tucker Higgins wrote that it’s been a banner year for public position-taking among U.S. corporations. For example, the President’s immigration policy sparked dozens of CEOs to issue public statements.

This is especially interesting in the context of a recent Weber Shandwick finding: more than half of surveyed millennials said they were more likely to buy products from a company led by a CEO who shares their values on social issues. An ancillary benefit is that CEOs who express socially-responsible policy views can help recruit and attract employment talent – or at least social media advocacy -- from a millennial base.

This is, and should be, important to business leaders. After all, the 2017 Edelman Trust Barometer reveals that trust is in crisis around the world. The general population’s trust in all four key institutions — business, government, NGOs, and media — has declined broadly.

Without an authentic connection to customers on a human level, business leaders today risk a consumer sentiment exemplified by corrupt Sen. Geary in “The Godfather Part II.” “I’ll do business with you,” he tells Michael Corleone, “but the fact is I despise your masquerade.”

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A larger movement among businesses began a dozen years ago when another hurricane made landfall. As Causecast CEO Ryan Scott observed, “Hurricane Katrina not only devastated New Orleans and the Gulf Coast. It also shattered the confidence Americans had in their government to respond to domestic emergencies.” This, he argues, changed the nature of corporate social responsibility forever.

Lowe's employees in Texas
Corporations are made up of people, and when other people are in dire need – and there’s instant access to their plight via social media – it’s just human decency to do the right thing. If there’s an undercurrent of self-interest, does it even matter?

Think about it: in recent days, a grassroots effort among the business community has marshaled and mobilized an immediate, effective collection of essential services and funding to support the well-being of countless thousands of individuals. Fueled by new media, this effort has been unprecedented in scope – and its beneficiaries are not just customers, not just shareholders, but society as a whole.

I see three takeaways in this for PR professionals:

  • It’s time to take a renewed pride in our profession.
I recall conversations over the years where reporters would call the PR profession “the dark side.” These conversations have been more infrequent lately – perhaps correlating with the Edelman Trust Index finding that the media is even less trusted than the business community. It used to be that traditional media fueled social media; now, it’s the opposite. This means PR advocacy is more important than ever.

The truth is, advocacy for agents of positive change is a wonderful thing. If gaining recognition for a company that’s doing good works -- with an authentic concern for customers and employees -- is considered the dark side, then call me Darth Vader.

If you’re not proud of the PR work you’re doing, you’re advocating for the wrong company or client. If that’s the case, get out. Now.

  • It’s time to re-double our commitment to ethics.
September is recognized as Ethics Month by the PRSA, and there’s no better time to review its ethics code. The guidance relates to the values of advocacy, honesty, expertise, independence, loyalty and fairness.... because, ultimately, our job is to help our company/client do the right thing. The best PR is built on the best business practices.

I still recall Bob DeFillippo’s words before he retired as Prudential’s chief communications officer. He was asked what he would have done differently during the Gulf of Mexico oil spill to reduce the damage to BP’s reputation. He replied, “I would have capped the well faster.”

He also said, “I never had to compromise my integrity because of concerns over profit or to avoid admitting that we did something wrong.”

I can say the same. I’ve seen more mutual respect, civility and decency evident in corporate America than in general society… or even in a church parking lot. At my company, there’s an oft-cited one-page Credo that also reminds us, when hurricanes strike, “We run to a crisis, not away.”

  • It’s time to be more respectful of our audiences.
Because of social media, there’s an accelerating trend in corporate PR where internal and external communications are melding. There’s good in this, but there’s also a danger… especially in times of crisis.

Press releases, tweets and Facebook posts that self-proclaim employees as heroes are counter-productive to the greater good in this new age of corporate social responsibility. Yes, there’s internal value in building employee culture by recognizing good work during crises. But, externally, a hero is a first-responder who puts his or her own life on the line in the service of others.

PR professionals need to resist self-serving external communications that make it appear, at best, a company is being inauthentic and, at worst, a company is taking advantage of a tragedy to try to gain positive attention.

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In “Uprising,” Scott Goodson, chairman of StrawberryFrog, writes about the power of social movements in the business world: “As businesses become involved with the right kinds of movements – and if they do so in an authentic manner that supports and facilitates rather than tries to exploit – I believe this can help companies themselves to attain a higher sense of purpose.”

As McCartney’s bandmate once asked, “You say you want a revolution?”

Well, you know, when it comes to corporate America's response to helping other people in a crisis, there’s already one underway. It’s a revolution, PR people should know, where your work has direct and vital impact.

This post originally appeared 9/25/17 on Nasdaq's MarketInsite.

Sunday, September 10, 2017

A New Generation Runs to a Crisis

My 9/11 Pinterest site
Driving north on the New Jersey Turnpike this morning – on the eve of the 16th anniversary of the 9/11 terrorist attacks -- I saw a convoy of Con Edison trucks heading south, toward Florida, to help restore electricity in the wake of Hurricane Irma.

The crews were speeding in the opposite direction of safety, because they knew they had a job to do.

I’m proud to see the same ethic on display at my own job.

I work in PR at Verizon, and I know colleagues who are, right now, staffing Florida command centers 24x7 in hardened facilities state-wide, built to withstand Category 5 winds. They are already assessing damage and coordinating with emergency management teams to provide support as soon as it is safe and possible. Just as other colleagues did in Texas last week… and just as still others did nearly 16 years ago today.

I recently had the chance to review and comment on a publisher’s proof of a history of Verizon. Although I was with the company on 9/11/01, I was lost in the details of my own experience while safely in Midtown Manhattan, and so I was astounded and moved to read the detailed story of the extraordinary bravery and commitment to service by workers at Ground Zero who miraculously reopened the New York Stock Exchange just days later.

I’ve been archiving materials I’ve come across about these efforts. I’ve posted them on this Pinterest page. The most amazing artifact is a 38-minute video of the key participants who led efforts to restore service, in their own words.

This year, I’m also sharing a separate Google folder of archival photos detailing the damage to Verizon’s communications hub at 140 West Street, adjacent to Ground Zero, just days after the attacks.

Part of Verizon’s employee Credo is that “we run to a crisis, not away” – and since 9/11/01, many thousands of employees have been on site to repair and restore damaged networks, and still more have responded with monetary aid and donations to about three dozen emergency situations through the company’s Disaster Relief Incentive Program. This includes Hurricane Sandy, Hurricane Katrina, the Haiti earthquake, tornadoes in Missouri and Alabama, and – just this past week – Hurricane Harvey, the Mexico earthquake and now Hurricane Irma.


This afternoon, as I was writing this, I retweeted a network status update from Verizon’s Florida PR contact, Kate Jay. When I did, I happened to see the tweet below by John Legere, the CEO of T-Mobile, promoting his “Slow Cook Sunday” Facebook Live feature, just a few hours after Irma made landfall on the Florida coast.

Legere has amassed more than 4 million Twitter followers and often insults competitors. One recent Sunday morning, he retweeted a story about the first-ever telescopic picture of a black hole. “Wait…” he commented, “Is this a photo of Verizon’s soul??”

It was a joke; I get it.

But this Sunday, I’m not in the mood to laugh.

Yes, Verizon does have a soul. The evidence was on display in 2001, just as it has been this Sunday.

We run to a crisis.

Saturday, July 29, 2017

Build a Cathedral With the Sound of Your Own Voice

St. Patrick's Cathedral, New York City
In our video age, what’s the most underappreciated communications medium?

It’s the powerful magic inherent in the sound of our own voices.

This, according to Vivian Schiller, an accomplished and respected strategist who recently spoke at Verizon’s campus in Basking Ridge, NJ, about the intersection of journalism, media and technology.

She shared insights about fake news and other vital topics, but when asked about emerging trends, she had a surprising observation.

Vivian noted a resurgence in the form and popularity of “podcasts” (for want of a better word). That is, short-form audio that can be streamed or downloaded, as an effective tool of modern communications.

“After print, audio is the oldest form of media,” she said. “It’s the only form of media you can consume while you’re doing something else. You don’t need to look at it.”

Vivian Schiller
She continued, “There’s something magic about audio. It’s deeply personal.”

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Think about it. Is there anything more intimate than someone whispering in your ear?

This is primal. Images left to our imagination can be much more powerful than images presented to us, and filtered, for our appreciation or entertainment.

Words are symbols representing something based in reality. Strung together – adding a human voice, either in song or spoken word, with flow and melody and meaning – mere words become something more than reality. They become the bricks and mortar we can use to build our own cathedrals.

Think of the Bible story of Elijah, who went to look for God on top of Mount Horeb:
A strong wind ripped through the trees and sent large rocks crashing like pebbles against the side of the mountain. But God was not in the wind. When the wind stopped, an earthquake nearly toppled the mountain. But God was not in the earthquake. When the earth settled, a fire spread through the uprooted trees.
Elijah sighed wearily, unmoved by all the destruction. He returned to his cave, content to wait for the fire to burn itself out because he knew God was not in the fire.
The next morning, waking from a dream, he heard a close but barely perceptible sound. The prophet staggered to his feet then fell to his knees and hid his face in the sleeve of his coat. He was shaking with fear, because he knew God was in the whispering voice.
In my own life, I consider how I am spending more and more time these days listening to audio books, which has reignited my love of literature and sparked my curiosity about many topics outside the scope of my career.

I also think of my continued fascination with poetry.

Experimenting with audio a few months ago, I posted about how I had recorded an Elizabeth Barrett Browning sonnet my late Dad used to recite to my mother, so that Mom could listen to it today on her Amazon Echo.

Today, I'm trying another experiment, to share with a wider audience: In an 8-second-attention-span world, I’m inviting you to listen to a spoken-word, 8-minute excerpt from something I wrote a long time ago.

The scene is set is the grandeur of the very real St. Patrick’s Cathedral in New York. It’s about an ordinary man’s dreams and a lost love named Virginia. In all the thousands of words I’ve ever written, these 1,200 are perhaps my favorite.

So, inspired by Vivian and summoning the gods of underappreciated magic, I invite you to listen to my story. It begins, “After a fitful night...