INDEX
A
AAAA (American Association of Advertising Agencies), 11
AARP (magazine), 142
ABC, 19, 37, 56, 75, 95, 132, 143, 179, 245
Abercrombie & Fitch, 80–81
Ablow, Keith, 51, 217
About.com, 89, 132
ACC (American Chemistry Council), 145
Access Hollywood (TV show), 54
Ad Age’s Leading Advertisers Index, 14–15
Adams, William, 224
advertising
advocacy groups, 11, 197
BP and Gulf Coast oil spill, 18–19
consumers’ lack of belief in, 104
costs, 6, 14–15, 238
effectiveness of, 15
Las Vegas slogan, 79–80
Louis Vuitton, 88
PR vs., 12
video as alternative, 161–62
advocacy groups, 10–11
AdWeek, 92, 126
affiliate websites, 60
agenda of reporters, 170, 171–74, 194–95
AHAVA, 67, 136
A.H. Belo, 125
AIG, 20
Ailes, Roger, 38
airline industry and travelers, 45–47, 114
Ali, Muhammad, 3
Ali, Rasheda, 3
Allen, Woody, 244
Allstate Insurance, 117–18
Allure (magazine), 96, 116
All You (magazine), 126–27
AMA (American Marketing Association), 11
Amazon, 114
ambush journalism, 178–81
American Association of Advertising Agencies (AAAA), 11
American Chemistry Council (ACC), 145
American Express Members Project, 237
American Marketing Association (AMA), 11
American Red Cross, 38
Anderson, Pamela, 5
Anheuser-Busch, 5, 244
AOL, 116, 149
appearance as a language, 69, 190
Apple, 29 30, 37, 51
Apple products
iPad, 31, 46, 51
iPhone, 15, 51
iPod, 46, 51
Apra division of Preferred Fragrance, 116–17
Arab nations and organizations, 184–85
Ashley, Michael, 202–5
Associated Press, The, 134
Audemars Piguet (AP), 30, 158–60
audience
brand-audience identification, 90–91
and language, 24–25, 64, 69, 80–81
and media choices, 170
misreading, 65–66
narrowing message and, 51–52
PR messaging to, 24–25
tailoring PR messages to, 68–69
understanding what audience cares about, 120
See also consumers; customers
authenticity
benchmarks for, 105–6
and brand, 99–105, 112–13
and charitable giving, 236, 240
clothing company with environmental focus, 107–10
honest assessment of criticism, 120
and innovation, 112–17
overview, 99–100, 121, 251
and personal brand, 118, 119–20, 239–40
pitfalls, 117–20
street cred, 219, 221
and trust, 103–4, 106–7, 115, 117
See also trust
automotive industry, 20
Avenue plus-size clothing chain, 53–55
Avshalomov, Udi, 57
B
baby market
and BPA in bottles, 143–46
clothing, 111–12, 160
Disney Baby, 111–12
Johnson & Johnson’s babycenter.com site, 126
Our365 promotional package, 110–11
toys, 161
background research on reporters, 168–69
Bad Boy Worldwide Entertainment, 5, 14, 113
Badichi Belts, 73–76
Barnes & Noble Online, 5
basketball, 21–22
BBC America (TV show), 56
beauty market
hair care lines, 81–83, 96
mud models, 136
plastic surgeon, 148–49
Preferred Fragrance, 115–17
Beckham, Victoria, 157
Belly Maternity, 160
Bergen Record, The (newspaper), 134
beverage brand with mid-level customers, 23–25
bias of reporters, 169-174, 194–95
bin Laden, Osama, 8
bisphenol A (BPA) in plastic bottles, 143–46
BlackBerry, 1, 2, 3, 9, 253
Blockbuster Inc., 44-5
blogs and blogging
and Chivas’ education campaign, 42
content creation for SEO, 108–9, 126, 227–28, 233
for daily PR, 187, 189, 229, 250
and Gap logo change, 62
and HSN campaign, 83
as individuals being reporters, 8, 123, 127, 140–41, 228, 250, 251–52
and LV’s anti-counterfeiting efforts, 89
as means for expertizing yourself, 141
as news source, 150
overview, 8, 138, 183, 201–2
for PR campaigns, 139, 141, 146, 212, 230–31
and questions from webinar, 94
and SEO, 230–31
as webinar offshoot, 94
Bloomberg (wire service), 147
body language in media interviews, 189
BoostMobile, 67
BornFree Holdings, 143–46
bottled water industry, 16–17
BP and Gulf Coast oil spill, 18–19
BPA (bisphenol A) in plastic bottles, 143–46
brand
and audience, 51
being true to, 99–100, 101–3
brand-audience identification, 90–91
and charitable giving, 236–38
consumer loyalty, 62, 104–5
controlling your narrative, 187–89
and editorial endorsements, 17–18
and employees, 253
extending an existing brand, 76, 85, 112–13
image of, 12–13, 256–57
increasing awareness of, 95–96, 124–27, 130–32
Kellogg’s cereals vs. Kashi and Morningstar Farms, 70–71
overview, 7, 252
personal, 118, 119–20, 221, 239–40
responsibility for upholding, 213–15
security system for, 175
and social media, 232–33
understanding your brand, 22–23
See also mission; strategic joint ventures; Worth Index
brand faux pas
Colgate’s frozen dinners, 112
Gap changing logo without warning, 62–64
United States military, 47–48
Walmart, 99–100
brand terrorism, 88–89
brick-and-mortar retailers, 73–74
Brown, Philip H., 223–25
Buckingham, The, 25–28, 92
Bud Select, 67
Buffett, Warren, 9, 200
Bureau of Labor Statistics, 131
BusinessWeek (magazine), 18, 64, 65, 127, 214
buses for airline travelers, 45–47
business/news integration, 125–26
C
Cahill, Gerry, 212–13, 215
Calvin Klein, 117
campaigns
Apra division of Preferred Fragrance, 116–17
Badichi Belts, 76
for Camp Bow Wow, 106
Carita Paris and brand awareness, 95–96
celebrity’s “unplanned” purchase, 157–58
deli sandwiches for travelers, 26–27
educating consumers about age of whisky, 41–42
experts as basis for, 142–43
filmmaker fighting misinformation, 230–31
Gray Line New York celebrity partnership series, 94–95
green manufacturing goals, 107–9
Grolsch Pop Art, 243–45
Gulf of Mexico oil spill cleanup campaign, 245–46
Hamptons Roundtable networking events, 64–66
Hint Water, 16–18, 139–40
hormonal imbalance expert (Dr. Kent Holtorf), 149
hotels in Manhattan, 25–29
for Israel, 187–89
Jalen Rose positioning for next career, 241–42
Job Search Difficulty Index, 131–32
Lil’ Kim’s potential jail sentence, 220–22
media exposure, 15–16, 134–35, 148–50, 241–42
Mother’s Day Twitter party and video gift guide event, 156
mud models, 136
for multilingual law firm, 147
plus-size events, 54–56
PR messaging to correct audience, 24–25
Ratzlaff-Kinney webinar, 92–94
for replacing airlines as transport-of-choice, 46–47
Ride of Fame, 94–95
smallest hotel rooms, 28–29
technology company with poor product, 31–33
“Tweet Up,” 83
United States military brand, 47–48
Valentines Day suite in Manhattan (The Buckingham Hotel), 27–28
webinar, 93–94
Camp Bow Wow (CBW), 105–6, 245–46
Canada ban on BPA, 145–46
Cantor Fitzgerald, 5
Carita Paris, 95–96
Carlin, George, 15
Carnegie Deli, 26, 92
Carnival Cruise Lines, 211–13, 215
Carr, Cyndy, 125
car service for airline travelers, 45–47
CBW (Camp Bow Wow), 105–6, 245–46
celebrity endorsements
Carita Paris and brand awareness, 95–96
Louis Vuitton, 87–88
luxury items, 158–60
and products, 157
Ride of Fame campaign for Gray Line New York, 94–95
on YouTube, 139–40
celebrity product placement, 154–162
Chabad.org, 57–61
Chanel, 117
charitable giving
actions and, 108–9
benefits from, 244–45
cost-effectiveness of, 237–38
Jalen Rose Foundation, 241–42
overview, 235–37, 247
rules of engagement, 246
transformational power of, 239–44
Whole Foods program, 72, 138
See also nonprofit organizations
Chivas Regal Scotch Whisky, 41–42
Chouinard, Yvon, 108
Christian ministers and evangelical churches, 169–75
churches and Christian ministers, 169–75
client confidentiality, 7
clients, understanding, 22–23
climbing equipment and environment, 108
Clinton, Bill, 49
clothing market
Abercrombie & Fitch, 80–81
baby clothes, 111–12, 160
Badichi Belts, 73–76
FUBU, 161–62
Gap Inc., 62–64
Louis Vuitton and LVMH, 87–91
Patagonia, 107–10
plus-size clothing, 53–57
urban fashion and youth designer, 80–81, 161–62
and Walmart, 99–100, 102
Coca-Cola, 5, 16, 123
CNBC, 17, 132, 135, 147, 221
CNN, 8, 29, 54, 130, 132, 134, 136, 162, 223
Colby College, Waterville, Maine, 223–25
Colgate, 112
collaboration. See strategic joint ventures
Combs, Sean “Diddy,” 39, 113
communication
failures, 62–64, 65–66
listening, 120
narrowing message and audience, 51–52
overview, 49–50, 77, 250–51, 254
phrases that resonate, 52–61
and power, 119
preparing for media rollout, 75–76
successes, 57–61, 66–68
tone of voice, 210–11
See also language; social media
community relations
Chabad.org, 57–61
and customer base, 53–57, 62–64
overview, 138–39
and strategic joint ventures, 91–96
street cred, 219, 221
successful companies, 70–72, 108–9
See also charitable giving; social media; Worth Index
competition
for airline industry, 45–47
alliances with, 91–92
and job search, 148–49
and marketing faux pas, 100
of media outlets, 129–30, 255–56
overview, 8
understanding your, 40–43
See also product placement
competitive advantage
from confidence, 22
pitching to media on holidays, 130, 254
recognizing your customer base, 23–25
utilizing strengths and limitations, 25–29
See also niche businesses
confidence, 22
confidentiality, 7
consistent voice, 109–10, 188
consumers
and brand-audience identification, 90–91
educating about age of whisky, 41–42
loyalty of, 104–5
personal experience of, 85–86, 101–2, 109–10
risk aversion, 32
and social media, 50
trust of, 103–4
variability of, 79–80
See also audience; customers
consumer targets
“Moms Against Sugar Water,” 139–40
multiple demographics, 81–83, 91, 97
reaching, 17, 23–25
content creation for SEO, 108–9, 126, 227–28, 233
contests, raffles, gifts, etc.
and The Buckingham’s Valentine’s Day package, 27
celebrity gifts, 37
Gap’s attempt at, 63
market partnering, 93–94
and media placement, 139–40
and webinar participation, 93
“convergence” moments, 143
Corporate Social Responsibility, 235–36. See also charitable giving
Cosmopolitan (magazine), 116
cost of PR, 14–18
Council of PR Firms, 10
counterframing a debate, 187–88
crisis management
appropriate response, 211–13
countering accusations, 172
delayed response, 202–7, 212–15, 225–26
fallout acceptance, 232–33
follow-up, 215–16
lawyers and media attention, 34, 147, 200–202
message value, 210–16
overview, 199–200
preventing implosion, 222–26, 228–29
rapid response, 188, 201–2, 208–9, 216, 224–25, 255
crisis situations
beyond help, 217–18, 220
BP and Gulf oil spills, 18-19
BPA in baby bottles, 145–46
Carnival’s Splendor stranding, 211–13, 215
filmmaker fighting misinformation, 230–31
infidelity, 205–7, 222–23
JetBlue passengers as hostages, 213–15
lawsuit against client, 2, 3
professor photographs students in bathroom, 223–25
toymaker hijacking, 208–9
Toyota, 33–36
triage for, 18–20
Cristal, 89–90
criticism, honest assessment of, 120
Crouch, Paul, 173
cultural representations of PR, 6
customers
advocating for, 56–57
asking opinions of, 61
evolving with, 80–86
innovating and then creating, 112–14
new and “pop-up,” 90–91, 96–97
recognizing your customer base, 23–25, 53–57, 62–64
trust of, 79–80, 99, 101
See also audience; community relations; consumers
D
Dallas Morning News, The (newspaper), 125
Danon, Danny, 185–86
Datamonitor, 103
day in the life, 1–4
DC Cupcakes (TV program), 154
deli sandwiches for travelers, 26–27
demographics
of HSN and Twitter, 83
limitations of, 66
LOHAS, 70–72
of Middle East, 184
multiple demographics of target audience, 81–83, 91, 97
Denny, Charles M., 100, 101–2
digital age, 8–10, 156, 158, 250
See also social media
Dior, 117, 124
Disney
advertising budget, 14–15
Disney Baby, 110–12
“Give a Day, Get a Disney Day” program, 237–38
DMX, 217–18
document handling, 174, 253
domain names, 228–29, 230, 232
“do no harm” mission, 108–10
Dr. Phil (TV show), 37
Drake (rapper), 84
Drucker, Peter, 53
Duke, Michael, 102
dumpster diving, 174
Dunn, Anita, 168
E
E! Entertainment, 95
eBay, 89, 243 ,244
Economist, The, 90
Edelman, Richard, 104
editorial endorsements, 17–18
educated niche market, 70–72
ego vs. truth, 212–13
Elle (magazine), 54, 82, 116
employees
acknowledging, 254
and brand, 253
educating about the company, 23, 133, 227
educating about the competition, 41
and labor unions, 192–95
loyalty to, 225–26
protecting information from, 174–75
entertainment companies and product placement, 155–56
Entertainment Weekly (magazine), 54
Entourage (TV program), 158
entrepreneurs, language of, 84
environmentalists, 71, 107–10, 144–45, 197
Escape Mansion at Sundance Film Festival, 66–68
E.T.: The Extra Terrestrial (film), 154–55
European consumer brand, 196–97
European Union, 146
evangelical churches and Christian ministers, 169–75
Evian Natural Spring Water, 5, 67
ExactTarget, 137
experts
believability of, 104
credibility from hiring, 37
establishing brand as, 131
overview, 140–41
professionals, 147–50
providing media with, 142–43, 144–46
and reactive, rapid response pitch, 128–29
and television, 150–54
See also niche businesses
Extra, 116
F
brand fan pages, 232–33
Chabad.org page, 59–60
environmental initiatives on, 108–9
and product placement, 156
and questions from webinar, 94
time users spend on, 137–38
Whole Foods Market, 138
family-centric stories, 221–22
Fashion Week, 54–56, 136
Fast Company (magazine), 134
Favre, Brett, 206–7
FDA (Food and Drug Administration), 106–7
feature story pitches, 128, 130–33, 134–35
Federal Housing Authority (FHA), 202, 203–4
FedEx, 30
Fenton Communications, 184–85
FHA (Federal Housing Authority), 202, 203–4
filmmaker fighting misinformation, 230–31
5W Public Relations (5WPR), 4–5, 9–10, 75, 95-6, 116, 136, 149, 155, 167, 229, 231, 242, 245, 257, 259–60
Food and Drug Administration (FDA), 106–7
“Footprint Chronicles, The” (Patagonia), 107–9
Forbes magazine, 5, 17, 92–93, 135, 204
Ford, Lonny, 173
Four Seasons Hotel, 25, 30
foursquare.com, 92
Fox News, 8, 29, 38, 51, 75, 95, 116, 132, 135, 147, 170, 223, 242, 245
framing the debate, 182–83, 185
Freddie Mac, 202–3
FUBU clothing, 161–62
fur ball oil booms, 245
G
Ganahl, Heidi, 105–6, 245
Gandolfini, James, 3
Gap Inc., 62–64
General Electric advertising budget, 14–15
General Motors advertising budget, 14–15
Georgetown Cupcake, 154
Gibson, Ted, 81–83
gifts. See contests, raffles, gifts, etc.
Giuliani Partners, 204–5
Giuliani, Rudy, 205
“Give a Day, Get a Disney Day” program, 237–38
Giving (Clinton), 49
Glamour (magazine), 54, 116
Global Animal Partnership, 72
Google, 5, 119, 200, 226–28
Google Alert, 233
gossip, 250–51
grassroots marketing, 44–45, 161
Gray Line New York, 94–95
Grolsch Premium Lager, 242–45
guerilla publicity, 136
Gulf of Mexico oil spill cleanup campaign, 245–46
H
hair care lines, 81–83, 96
hair stylist reaching multiple markets, 81–83
Hamptons Roundtable networking events, 64–66
Hansen, Marka, 63, 64
Hard Core (rap album), 219
Hartnet, Josh, 67
Hasson, Yoel, 186
Haughton, Laurence, 49–50
Haute Beaute Cheveu hair care line, 96
Hayward, Tony, 37
health market
endocrinology expert, 149
Pritikin Longevity Center & Spa, 141–43
Walmart in, 102–3
Health Starts Here program (Whole Foods), 72
Hilton, Jeff, 70–71
Hilton, Paris, 66
Hint Water, 15–16, 139–40
hip-hop and rap, 84–85, 90, 217–22
Hirschberg, Lynn, 175–77
holidays, pitching to media on, 130, 254
Holtorf, Ken, 149
Holtorf Medical Group Inc. Center for Hormone Imbalance, Hypothyroidism, and Fatigue, 149
Home Shopping Network (HSN), 82–83
Honda, 30
honest assessment of criticism, 120
honesty in media interviews, 190
hormone imbalance specialist, 149
hotels in midtown Manhattan, 25–29
How I Lost My Faith Reporting on Religion in America (Lobdell), 173–74
Hsieh, Tony, 114
HSN (Home Shopping Network), 82–83
Huffington Post, The (website), 19, 39, 63, 132, 149
Husni, Samir, 127
hyperlinks, 59, 133, 229, 231, 233
I
IBIS World, 6
Ice Cube, 5, 84
“I get it” (phrase that resonates), 52, 53–57
IKEA, 30
“I Invented Sex” (song), 84 See also Trey Songz
information, protecting access to, 174–75, 252, 253
Initial Public Offering (IPO), 1, 2, 3–4
innovation, risks and rewards of, 112–17
Integrated Marketing Group, 70
I, Robot (film), 155–56
Israel, 5, 73, 183–8
It’s Not What You Say (Haughton), 49–50
J
Jackie Robinson Foundation (JRF), 38–40
Jalen Rose Foundation, 241–42
Javier, Ashley, 96
Jay-Z, 68, 85, 90, 159
JetBlue Airways, 213–15
Jewish news and insight website, 57–61
Job Search Difficulty Index, 131–32
Jobs, Steve, 29, 37
John-Aurum, Daymond, 161–62
Johnson & Johnson, 30, 112, 125, 126
joint ventures. See strategic joint ventures
Jolie, Angelina, 160, 239–40
Jolie-Pitt Foundation, 240
Jones, Kimberly Denise “Lil’ Kim,” 21, 84, 199, 218–22, 244
Jordin Sparks: Because of You (perfume), 116
journalists. See reporters; entries starting with “media”
JRF (Jackie Robinson Foundation), 38–40
Juju.com, 130–32
Junior M.A.F.I.A. rap group, 218
K
Kardashian, Kim, 66, 95
Kardashian, Kourtney, 95
Kardashians, 66, 95, 152
Kashi brand, 70–71
Kaye, Debra, 112–13
Kellogg’s, 70–71
Kellogg, W.K., 70–71
Kindle (Amazon), 31
Kinney, Kathy, 92-3
Kmart, 100
Kosmix, 103, 126
Kourtney & Kim Take New York, 95
Kyozou.com, 143
L
labor union takeover attempt, 192–94
Laguna Honda Hospital and Rehabilitation Center, 179–80
language
appearance as, 69
Apple’s, 51
and audience, 24–25, 64, 69, 80–81
Badichi’s, 75–76
consistent voice, 109–10, 188
of entrepreneurs, 84
of hip-hop, 84–85
of luxury, 82, 87–88, 159–60
and new customers, 96–97
overview, 49–50
Samsung’s, 73
for tweets, 59
watch retailers compared, 85–86
See also communication
lawsuit against client, 2, 3
lawyers and media attention, 200–202
Layer Cake (film), 50
Leggett, Vanessa, 165
Lemel, Gil, 143–44
Lend America, 202–5
Lentz, Jim, 35
LG, 30
Lil’ Kim, 21, 84, 199, 218–22, 244
link building, 59, 133, 229, 231, 233
live product placement, 156–57
Lobdell, William, 173–74
location of retail stores, 72–74, 76
LOHAS (Lifestyles of Health and Sustainability), 70–72
Los Angeles Times, 34, 173
Louis Roederer Champagne, 89–91
Louis Vuitton and LVMH, 87–91
Love, Courtney, 176
loyalty, 104–5, 252
Lucky (magazine), 75, 116
Luntz, Frank, 52–53
luxury market
alternative to air travel, 45
counterfeiting issues, 88–89
hair stylist reaching multiple markets, 81–83
leather goods, 76, 87
and product placement, 158–60
watches, 36–37, 85-6,159-60, 220-21
LVMH and Louis Vuitton, 87–91
M
Mad Men (TV program), 12
Magness, Aaron, 114–15
Marie Claire (magazine), 96, 116
marketing, 8, 11, 12, 14, 16, 18, 24, 29, 40, 41, 53, 64, 70, 71, 93, 108, 113–5, 127, 133, 136–7, 158, 161, 249, 256, 259
marketing collateral, 15
marketing co-ops, 256
market partnering, 93–94
markets
baby market, 110–12, 126, 143–46, 160, 161
beauty market, 81–83, 96, 115–17, 136, 148–49
bottled water, 15–16, 139–40
diversification, 81–83, 87–91
health market, 102–3, 141–43, 149
LOHAS, 70–72
Middle America, 85
pet care industry, 105–7, 245–46
plus-size clothing, 53–57
premium vs. mid-level, 23–25
travel industry, 45–47, 114
youths, 80–81, 161–62, 219
See also clothing market; luxury market
Mars Inc., 155
Masina, Happy, 232
Mayer, John, 159
McCarthy, Barry, 44
McDonald’s, 5, 30, 112, 156
media
background research before allowing access, 168–69
and BP Gulf Coast oil spill, 19
building on hits, 132–33
company websites as replacement for, 125–26
competition among, 129–30, 255–56
editorial endorsements, 17–18
interests of, 131
for JRF annual awards dinner, 38–9
lawyers vs., 200–202
overview, 198
rules of engagement, 129–30, 174, 175, 177–78, 189–91
and stolen documents, 174
See also reporters
media company CEO’s humbling experience, 119
media interviews
effectiveness of, 16
family-centric stories, 221–22
for IPO, 3–4
of ministers, 169–75
press conference vs., 210
recording, 178, 251
rules of engagement, 177–78, 189–91
media placement
contests and sweepstakes, 139–40
and management structure, 125–26
news story creation, 130–33, 254
overview, 123–25, 128–30, 162–63
providing access, 133–35
and social media, 137–39
stunts for media, 136, 256
television, 150–54
and visual images, 255
See also experts; product placement; social media
media, strategic avoidance or control of
ambush journalists, 178–81
Christian ministers and evangelical churches, 169–75
framing the debate, 182–83, 185
and motives of journalist, 175–77, 182
negative stories, 181–82
overview, 166–69
recording interviews, 178
staying out of fights, 196–98
media training, 191
Menu Foods, 106–7
Mercedes Benz, 30, 69
Mermelstein, Edward, 147
message value in crisis management, 210–16
M.I.A. (Mathang “Maya” Arulpragasam), 175–77
Middle Eastern demography, 184
Miller, Judith, 165
Miller, Sienna, 67
mission
Avenue, 53–56
Badichi Belts, 73, 74
Camp Bow Wow, 106, 245
Chabad.org, 57, 61
Disney, 111
eliminating things unrelated to, 253
JetBlue Airways, 213, 215
JRF, 38–39
overview, 63, 76, 104–5, 112, 251
Patagonia, 107–10
in PR situations, 223, 231, 232–33
and reality TV, 152
Walmart, 102–3, 126
Zappos, 114–15
mistakes. See PR faux pas
M&M’s, 155
“Moms Against Sugar Water” campaign, 139–40
Mong, Bob, 125
Morroco’s Ministry of Tourism, 5
“moral equivalency” myths, 187
Morfogen, Stratis, 91
Morningstar Farms brand, 70–71
Mother’s Day Twitter party and video gift guide event, 156
moving company and labor union, 191–96
MSNBC, 245
N
name recognition, 17
National Frequency Technology (NFT), 36–37
National Highway Traffic Safety Administration (NHTSA), 33
National Prostate Cancer Coalition (NPCC), 243–45
National Toxicology Program of NIH, 146
NBC, 75, 95, 132, 135, 143
Neeleman, David G., 213–14
Netanyahu, Benjamin, 184–85, 186
Netflix, 44–45
News Corp. advertising budget, 14–15
Newsday, 65
New York Daily News, 27, 39, 56, 95, 149, 245
New York Magazine, 75
New York Observer, The, 147
New York Times, The, 17, 28, 39, 49, 111, 134, 142, 150, 165
NFT (National Frequency Technology), 36–37
NHTSA (National Highway Traffic Safety Administration), 33
NICE Perform, 135
NICE Systems, 133–35
niche businesses
custom belts, 74–76
finding your, 147–50
Grolsch, 242–44
health-related, 70–72
Hint Water, 16–17, 139–40
hotels in Manhattan, 26–29
and PR, 15, 43, 51–52
and social media, 138
well-being watches, 36–37
Nike, 125, 219
nonprofit organizations
American Red Cross, 38
Bow Wow Buddies Foundation, 245–46
Chabad.org, 57–61
Jolie-Pitt Foundation, 240
JRF, 38–40
NPCC, 243, 244
supporting, 236–37
See also charitable giving
Noonan, Terence, 151, 154
Nordstrom, 30. 104
“No regrets” (phrase that resonates), 52, 57–61
NPCC (National Prostate Cancer Coalition), 243–45
NPR, 124, 132, 135
O
O’Dwyer, Jack, 40
Olmert, Ehud, 186
Olsen, Ashley, 96
Olsen, Mary-Kate, 67, 96
O’Neal, Shaquille, 159
OneStop-Plus.com, 55–56
online presence. See blogging; social media; websites
Online Reputation Management (ORM), 226, 227–28, 229, 231–33
Oprah (TV program), 36–37
Our365, 110–11
P
Parker, Sarah Jessica, 9, 155
Patagonia, 107–10, 236
PayPal, 30
penthouse (The Buckingham Hotel) in Manhattan, 27–28
People (magazine), 160, 239–40
Pepsi-Co/Cola, 16, 18, 123,
Pepsi Refresh Project, 237
perception
of lawsuit settlements, 173
media always has some truth, 181, 182
of prosperous minister, 172
as reality, 68–69
and social media, 12
and Toyota’s safety issues, 34
understanding what audience cares about, 120
personal brand, 118, 119–20, 221, 239–40
personalization and PR, 7, 12–13
pet care industry, 105–7, 245–46
pet food recall (2007), 106–7
Pew Research, 150
Philippe Chow restaurants, 91
Philip Stein Watches, 36–37
physical, interactive product placement, 155–56
pitching. See media placement
Pitt, Brad, 239–40
Plame leak case, 165
plus-size clothing market, 53–57
PR (public relations)
24/7 nature of, 8–10
advocacy groups, 10–11, 197
benefits, 13, 14, 15–16, 19–20
as brand security system, 175
overview, 5–7, 12–13, 199
for professionals, 147–50
rules for success, 249–57
time required for, 162–63
PR book, 133
preemptive strike against misinformation, 231
Preferred Fragrance, 115–17
PR faux pas
Allstate’s zodiac sign usage, 117–18
Gap’s logo change, 62–64
learning from, 120
Louis Roederer Champagne, 89–91
Starbucks in Europe, 112
Walmart’s attempts to refocus, 99–100
PR hooks
helping consumers be more positive, 52
making life easier, 43–44, 92
respect, 53
Pritikin Longevity Center & Spa, 141–43
privacy,66, 147, 152, 224, 251
Procter & Gamble, 106
product placement
and celebrities, 160–62
on E.T., 154–55
luxury market, 158–60
overview, 155–58
product testing, 32
professionals
credibility from hiring, 37
and malpractice lawsuits, 210–11
media placement for, 16
PR for, 147–50
Prosperity Gospel, 171–72
Public Relations Society of America (PRSA), 10
Q
Quady, Andrew, 84–85
Quantcast, 83
Queen of Your Own Life (Ratzlaff and Kinney), 92
R
raffles. See contests, raffles, gifts, etc.
Ralph Lauren, 114–5, 117
rap and hip-hop, 84–85, 90, 217–22
Ratzlaff, Cindy, 92–3
Ray, Rachael, 37
R&D (research and development), 112–13
reactive, rapid response pitches, 128–29
reality, 68–69, 256
reality TV shows, 6, 151–54
Red Bull, 126
Red Bulletin, The, 126
Redcats USA, 55–57
Reem Acra, 96
Reese’s Pieces in E.T., 155
relationship building
overview, 250, 254
with reporters, 131–32, 133, 142–43, 182–83, 251, 253
See also communication; community relations
reporters
ambush journalism, 178–81
appealing to, 150
bias of, 170, 171–74, 194–95
brutal and/or dishonest, 175–78
BS meter, 182
and charitable giving, 238
in crisis situations, 195–96
dealing with, 180–81
humanness of, 198
individuals as, 8, 123, 127, 140–41, 228, 250, 251–52
investigating motives of, 178
protecting their sources, 165–66
relationship building, 131–32, 133, 142–43, 182–83, 251, 253
scooping a story, 175, 252
working with, 129–30, 255
See also media placement; entries starting with “media”
reputation
building with social media, 189
experts for defending, 140–41
Google Alert, 233
Online Reputation Management (ORM), 226, 227–28, 229, 231–33
protecting your, 200, 225, 233, 252, 253
repairing your, 239–40
See also brand
research and development (R&D), 112–13
“respect” (phrases that resonate), 53
retailers, brick-and-mortar, 73–74
Ricard, Pernod, 41-2
Ride of Fame campaign for Gray Line New York, 94–95
risk aversion, 32
Roederer, Louis, 89
Rohn, Jim, 169
Rolex, 160
Rose, Jalen, 241–42
Rouzaud, Frederic, 90
rules of engagement
for charitable giving, 246
for fallout acceptance, 232–33
for media, 129–30, 174, 175, 177–78, 189–91
for PR success, 249–57
for religious leaders, 174–75
S
Samsung Experience, New York City, 73
scooping a report, 175, 252
search engine algorithms, 229
search engine optimization (SEO), 60, 133, 139, 226–32
self-knowledge, 21–22, 48
See also strengths and limitations; Worth Index
Seligson, Rabbi Motti, 58–60
SEO (search engine optimization), 60, 133, 139, 226–32
Serbian President, 5
Sex and the City (TV program), 6, 155
sexy factor, 79–80, 136, 254
Sheen, Charlie, 202
Sheinkopf, Hank, 51–52
60 Minutes (TV program), 170
Skinny Bitch (book), 157
smart phone, 8, 92, 103, 123
Snoop Dogg, 5, 84
social media
brand fan pages, 232–33
campaigning against companies via, 104
and Chabad.org, 58, 59–60
challenges, 137–40
and community relations, 60, 138–39
content creation for SEO, 108–9, 126, 227–28, 233
and conversations with customers, 50, 253
daily utilization of, 189
effect of, 8–9
feature story on building business with, 83
Kosmix purchase by Walmart, 103, 126
maintaining your core message, 61
as means for expertizing yourself, 141
and media hit utilization, 133
perceptions related to, 12
and PR agencies, 9
and product placement, 156
and reputation management, 228, 229
unfriending, 137
YouTube, 42, 139–40, 175, 201, 214, 229
social responsibility. See also charitable giving; environmentalists
Songz, Trey, 84; see also “I Invented Sex”
Sopranos, The (TV program), 3
Sparks, Jordin, 116
Spears, Britney, 161
specialized expertise, 147–50
Splendor cruise ship stranding, 211–13, 215
spoken product placement, 156
Starbucks, 104, 112, 229
start-up companies, 31–33, 42
Stein, Rina, 36
Stein, Will, 36
St. Mary’s Hospital Family Birth Center, 110
Stone, Roger, 236
“Strange Love” (Hirschberg), 176
strategic joint ventures
The Buckingham-Carnegie Deli, 26, 92
and Carita Paris, 95–96
foursquare-Bravo, 92
Gibson and HSN, 82–83
Gray Line New York celebrity partnership series, 94–95
Our365 with baby product suppliers, 110–11
overview, 91–92, 97
Ratzlaff-Kinney market partnering, 93–94
Twitter party and video gift guide event, 156
street cred, 219, 221
strengths and limitations
advantage of identifiable weaknesses, 43–45
and counterframing a debate, 187–88
hotels in Manhattan, 26–29
and PR, 7, 12–13
recognizing your customer base, 23–25
technology company with poor product, 31–33
transportation industry, 45–47
understanding your competition, 40–43
utilizing, 23–29, 43–48
value of exposing problems, 33–36
See also Worth Index
stunts for media, 136, 256
Sundance Escape Style Studio, 67
Sundance Film Festival Escape Mansion, 66–68
supply chain, Walmart’s, 100, 109
Surgery (magazine), 210–11
sweepstakes. See contests, raffles, gifts, etc.
T
Talladega Nights (film), 156
Target, 100
technology
company with poor product, 31–33
foursquare.com, 92
keeping up with, 9–10, 42, 44, 57–61, 103, 113
NFT, 36
NICE Systems, 133–35
Ratzlaff-Kinney webinar, 92–94
Samsung Experience, 73
voice-based emotion detection, 135
See also blogging; social media; websites
Ted Gibson brand, 81–83
Teen Vogue (magazine), 116
television, 150–54
third-party recognition and endorsement, 12
thought leaders, 42–43, 140, 150, 253
Thonrton, Billy Bob, 239
Time Inc., 126–27
“To the Rescue” (PR story on Lend America), 204
Tourneau, 85–86
toymaker hijacking, 208–9
Toyoda, Akio, 35, 37
Toyota Motor Corp., 33–36
Trader Joe’s, 30, 104
trains for airline travelers, 45–47
transportation opportunities, 45–47
Trokel, Yan, 148–49
Trump, Donald, 9
trust
and authenticity, 103–4, 106–7, 115, 117
of customers, 79–80, 99, 101
of editorial endorsements, 17, 227
and information sharing, 141
journalists and their sources, 165–66
and media, 166
and Patagonia, 108, 109, 110
and search engine results, 227
and Toyota, 33–36
See also authenticity
“Trust Barometer,” 104
truth
cruise ship debacle, 212–13
lying to a grand jury for street cred, 218–22
overview, 216–18
Twain, Mark, 13, 101, 182
“Tweet Up,” 83
“21” Club, New York City, 90–91
bin Laden’s death announcement, 8
Chabad.org tweets, 59
demographics, 83
party and video gift guide event, 156
and product placement, 156
and questions from webinar, 94
and social media, 123, 137, 139-40, 201, 229, 232, 250
and who to follow, 92
Tzortzis, Andreas, 126
U
“underdog” status, strategies for, 187–89
unfriending, 137
union takeover attempt, 192–94
United States military, 47–48
UPS, 6, 30
USA Today, 29, 95, 142
V
Valentine’s Day Package, The Buckingham, 27–28
Valvo, Carmen Marc, 96
Vanity Fair (magazine), 176, 249
Variety (magazine), 67
Verdi, Robert, 156
videos
hospital administrator and aggressive reporter, 179–80
and Lil’ Kim trial, 221
overview, 8
for PR campaigns, 29, 42, 46, 141, 187
and product placement, 155, 161–62
rappers and Cristal, 90
YouTube, 20, 42, 89, 139–40, 175, 214, 229
Vigdor, Ron, 144–45, 146
visual product placement, 156
Vogue (magazine), 54, 56, 82,
voice-based emotion detection, 135
Vuitton, Louis, 88
See also Louis Vuitton and LVMH
W
Wall Street Journal, The, 28, 33, 36, 39-40, 56, 95, 106, 130, 134, 150, 255
Walmart, 30, 99-103 104, 109, 126–27, 146, 229
war and PR, 186–87
Washington Jefferson Hotel, 28–29
watches, 36–37, 85–86, 159, 160, 220-1
webinar, Ratzlaff-Kinney, 92–94
websites
affiliate websites, 60
domain names, 228–29, 230, 232
hyperlinks, 59, 133, 229, 231, 233
and media hit utilization, 133
as media machines, 125–26
for media rollouts, 75–76
for scooping a story, 175, 252
success tips, 60–61
tailoring to audience, 69
Weinstein, Harvey, 66
Wempe, 85–86
Wentz, Pete, 202
West, Kayne, 87–88
What Not to Wear (TV program), 83
whisky, educating consumers about age of, 41–42
Whole Foods Market, 71–72, 138, 144–45
WikiLeaks scandal, 228
Winfrey, Oprah, 36–37
WNBC, 39
Women’s Wear Daily (magazine), 56, 67, 116
Woods, Tiger, 205–6
Worth Index
American Red Cross, 38
developing, 31–33
Jackie Robinson Foundation, 38–40
overview, 30–31
Philip Stein Watches, 36–37
Toyota, 33–36
WWD Beauty Biz magazine, 83
Y
Yerushalayim Shelanu (Our Jerusalem), 185–86
youth market, 80–81, 161–62, 219
YouTube, 42, 89, 139–40, 175, 201, 214, 229
Z
Zappos, 30, 114–15