Fulcrum Blog

Received your copy of Golf for Women lately? How about Stuff or FHM? Domino?

You won’t be seeing these titles in your mailbox any time soon. It was reported by MediaFinder.com that in 2008 more than 525 US magazines went out of business, and 40 had ceased publication in 2009 at the time of their report. I found a nifty web site, aptly named The Magazine Death Pool and appropriately written by “the Reaper” that’s been keeping track of the blackouts, as well as predicts which ones are next. Today I read in the New York Times online that Conde Nast closed the doors on its hyped business magazine, Portfolio.

An obvious contributor to Conde Nast’s decision was that the magazine’s advertising pages were down 60.9 percent in the first quarter of ‘09 compared with Q1 ’08. This seems to be the kicker for many of the failed magazines. In the midst of a recession, that certainly isn’t surprising. But the increase in online news consumption in a “want it now” society, coupled with the decreased costs of publishing online, have played an important role as well. Some magazines that haven’t folded altogether have moved to online only publication, like PC Magazine. Others are trying to stay alive in other ways.

My husband and I recently started receiving a monthly copy of Latina Magazine and Black Enterprise. We’re not paying for either subscription, and while the content of both magazines can still be applicable to us, we’re as Caucasian as they come. If magazines are struggling, is throwing darts into thin air with a blindfold on really their best attempt at survival? While I’m sure there is some rhyme or reason to our receipt of these magazines, possibly a better investment of their dollars would have been some deeper demographical and psychographical research to find a dedicated following.

We also receive two copies of Men’s Journal each month. One is in my husband’s name and I’m sure the one year subscription we paid for has expired. The other is in the name of someone we do not know. And it is not the name of the previous owner of our home. We’ve been living there three years and who knows how long the people before us were there. So why, then, is Men’s Journal still sending a magazine to this man if he hasn’t lived at the address, or presumably paid for the magazine, in at least five years?

Other magazines we’ve subscribed to in the past also seem to continue coming, even if we haven’t re-upped for another year. We now receive monthly pleas from them to re-subscribe, at a lower rate each time. Some of the rates are so low it’s amazing how they could even cover their costs. This makes them seem desperate and raises the question of whether they’re creating their own slippery slope by de-valuing themselves (if I can get it for free, or hold out for a really cheap subscription, why pay the regular rate?).

I love being able to get news online, but in spite of that, the Kindle, and the otherwise saturated news market, I feel like the magazine will always have a place in my life. It’s nice to have something for guests or bathroom dwellers to flip through; I like the option of reading lighter, shorter stories than picking up a book all the time; and I don’t ever plan on replacing the pretty photos and layouts I get to look at while lounging poolside with any sort of electronic device. I also enjoy seeing a fresh copy of Elle Décor or Redbook when I get the mail as opposed to a bill or another piece of junk mail.

The question is… if there is still a market for magazines with households like mine, how can they save themselves from all out demise? I don’t know that there is a straightforward answer, or a simple solution, particularly during these strained economic times. But I think a good start would be some focus. They should stop spending money fishing for new subscribers that don’t fit their demographic, sending magazines to people who are no longer paying, or begging for subscribers at next-to-nothing rates. Magazines should find their core who are willing to pay a reasonable rate for a subscription, and then cater to them to keep them reading. In some cases, this will mean sacrificing quantity for quality and explaining that to their advertisers. But in the end, wouldn’t they be more inclined to continue advertising if they trust they’re reaching the right audience, and they are seeing results?

What else do you think magazines can do to stay afloat?

In the last few days, the viral potential of social media struck again, and resulted in a major public relations crisis for a worldwide brand. When two Domino’s employees filmed a video while at work and posted it on YouTube, it spread like wildfire.

The video showed sandwich preparation that made Domino’s appear a bit less than appetizing, or sanitary, through the creative use of snot, nasal crevices and gas. Apparently, the employees thought it was a pretty funny joke. And 930,000 people took notice online (the video is no longer available due to a copyright claim from one of the employees).

When I first heard about the video, my reaction was to get the heebie jeebies thinking of any food prepared outside of my house, as opposed to swearing off Domino’s. (But maybe that’s because I couldn’t tell you the last time I had Domino’s.) Hopefully other people also recognized that this isn’t evidence of common practice at any one particular fast food chain; but regardless, Domino’s had to take it very seriously. And that’s exactly what they did.

You can now find this video on YouTube, and it’s the first result returned when you search for Domino’s.

In my opinion, the PR team that managed this crisis followed some key principles to a tee:

• The CEO was chosen as spokesperson to demonstrate the highest level of commitment to the issue.
• The CEO’s message was crafted to very genuinely show concern, disgust, shock and disappointment.
• They didn’t waste any time. The plan was enacted, messages were crafted, the video was filmed and it was posted in a very timely manner.
• They responded using appropriate media by focusing on YouTube, the “scene of the crime” so to speak, and Twitter, in an attempt to reach the same audience that would have seen the initial video.
• They apologized and vowed to make things right, while being able to immediately reference the actions they took to do so…. Firing the employees, having them arrested, temporarily closing and sanitizing the store, and evaluating hiring procedures.
• They kept it short and stuck to the main points, driving home their most important message, “nothing is more important or sacred to us than our customers’ trust.”
• They were transparent and didn’t try to lie, deny, hide or ignore.
• They maintained control of the situation by being proactive and responding on their own terms.

The unfortunate reality of this situation is that so far only 66,000 people have seen the CEO’s video (as of the time I published this post), a mere 7% of the audience for the negative video. And for the most part, we can presume the mainstream media won’t cover Domino’s response to the extent they covered the more ratings-favorable initial video, if they even cover it at all. But the point is that Domino’s has modeled how to respond to a crisis.

In all likelihood, Domino’s had a comprehensive crisis communication plan that was immediately accessible for this situation. It helped guide them through their response, remain calm and act quickly. Chances are, the plan wasn’t specific to employees defaming the company, and I’d be willing to bet it wasn’t focused on responding to a “new” kind of social media crisis like this. But it worked.

Domino’s had a general roadmap for protecting its reputation no matter what the obstacle, as we all should. Regardless of how big or small your company is, whether you’re in the public eye or not, there is always the potential for crisis. If you aren’t prepared, then you should be prepared to stumble.

Celebrity gossip is a bit of a guilty pleasure for me. Since Sunday, I’ve been monitoring reports on the Rihanna and Chris Brown saga. (In case you’re not as in tune with Perez Hilton as I am, last Sunday R&B singer Chris Brown was arrested for alleged physical abuse of his girlfriend, pop singer Rihanna.) I obviously have no idea what really happened between them or if Chris did anything wrong. The injuries that Rihanna suffered certainly suggest that an act of violence occurred, but I’ll leave it to the authorities to figure all of that out.

This is an incredibly troubling and sad situation, but as a public relations professional, what really catches my attention here is not the reports or the drama, but the silence. As far as I’ve seen, neither Chris or Rihanna have made a statement or spoken to the media about these allegations. Rihanna hasn’t defended him, and he hasn’t defended himself. My guess is that legally they have been advised against making any statements. While that’s understandable, the void that’s been left seems to spell GUILT to a lot of people.

I question if that’s a fair assessment; but, from a PR perspective, perception is reality. So if people think that Chris’ lack of communication means he hit his girlfriend, then to those people, Chris Brown beat Rihanna. With such high profile personalities, and a highly visible case, the consequences of that perception are vast. Chris’ songs are being pulled from the air waves. And fans are completely swearing him off. When radio play and fans start dwindling for a musician, that usually means their career is headed for the trash can.

In the past, I’ve seen legal counsel and public relations counsel disagree on how to respond to a crisis. I can’t say whether or not that is the case here, but in my mind, honesty and forthrightness almost always have better results than twiddling your thumbs and letting others imagine the worst. The media is running wild with the possibilities, other celebrities are chiming in, Chris’ family is blabbing, and the assumptions are snowballing. With a big dollar career on the line, it seems like speaking up could only help at this point, even if that means an admission of guilt and getting a head start on re-building a self-induced image implosion. If nothing else, it might give people less to speculate (read: talk) about. 

Hypothetically speaking, do you think Chris (or Rihanna) should listen to lawyers or to publicists? I vote for breaking the silence, because it isn’t proving golden.

First, let me say sorry, oh great blogosphere. I have failed miserably in my recommitment to you. No excuses this time, but it was so bad that I had to look up my password for this thing. Now that’s some brutal honesty. It’s painful, really. 

Anyway, I was motivated to post today because I’ve had enough. I think it’s safe to say that most people are pretty over the election. I think it’s clear that we are more than saturated with political debates, mudslinging, commercials, and satire. We all wish we could wake up tomorrow and it would be Nov. 4. The problem for me is not that it’s dragging, but rather that the messages are coming from all directions and in increasing quantities. And I’m not okay with it.

I don’t consider myself a private person. In fact, I think I’m a pretty open book. But when it comes to politics, I draw a line. I’m not sure why … but maybe it’s a learned behavior. When I used to go to the polls with my Dad after school, I’d wait patiently in the car with my brother (no doubt while he tortured me in some way). But as soon as my Dad returned, proudly displaying his “I Voted” sticker on his Izod sweater, I’d start shouting, “Who’d you vote for? Who’d you vote for?” And each time he would respond, “Voting is a very private matter, Kelly. As you get older, you’ll learn that it isn’t something you want to be asked about.” 

Now, it seems like everyone has an opinion. And everyone is more than willing to share it. For example, I read a blog regularly that I really enjoy. But lately, it’s been salted with attacks on a certain candidate and those that support him. (Let me go ahead and say that I’m not willing to disclose my political affiliation or views on the presidential candidates.) But I don’t read this blog to get political commentary. And I’m not interested in hearing one-sided outbursts about either candidate. I just wonder … what happened to the notion of my Dad’s generation that these things are personal? What happened to only saying something if you had something nice to say? And where did the idea go that you should keep your opinions to yourself unless asked?

I feel like I’m constantly surrounded by the rhetoric. Friends are tweeting about it. Other blogs I read that never mention politics are weighing in. I hear celebrities’ opinions through a multitude of media. And businesses are even putting up signs to show their support in one direction or another.

I understand that this is what’s going on in our nation right now and that people are going to talk about it. I understand that the internet and social media have broken down boundaries of communication. But I don’t understand why people feel the need to inject their opinions where they weren’t solicited, especially when they include so much animosity and anger. To me, politics is such a polarizing thing. And it’s so easy to disagree with someone, or even offend them. I’d much rather get information from reputable sources and discuss my thoughts and questions only amongst my closest family and friends. Because honestly, isn’t it my own personal decision based on my own set of values, beliefs and life experiences?  

With the lack of boundaries on this topic, I feel like I’m having to erect walls. It makes me want to discontinue RSS feeds and relationships that I once cherished because, quite simply, I don’t want to know the depths of an acquaintance, author, business or actor’s political views. It seems like so many political messages are misplaced and I’m finding them where I least expect them. It really turns me off.

Am I the only one who feels this way? Does the introduction of politics into a conversation or setting make anyone else clam up?

I’m sitting in my car, outside of the FPRA Annual Conference at the Gaylord Palms while I participate in a conference call with both a client and a vendor. The vendor is someone I’ve never worked with before, so they took some time to get familiar with my company via my Web site. Respectable and appreciated, of course. But then the guy makes a comment about how he was intrigued by a “recent” blog post, and my heart sinks. I chuckled and made some conversation about the topic, all the while feeling the sensation of heat rising from my neck to my cheeks and then my ears. In the back of my mind, I’m thinking, “oh Lord, someone is actually reading that thing? I haven’t posted in months!”

Let’s just say, girl got called OUT. Which led me to reflect on how things have changed since I last posted, some inspiration that’s been ever so gently tapping me on the shoulder, and a bittersweet feeling that I need to recommit.

Let’s start with the evolution part:

My firm is changing, I’m changing, everything around me is changing. No surprises here, as change is the way of the world. But I guess I’ve gotten a bit tangled up in it, thinking busy-ness was an excuse to ignore important things, like my blog. Here’s a snapshot…

• Fulcrum celebrated a year in business. Happy Birthday to us! In spite of the economy, this little engine keeps chugging.
• Over the last year, Fulcrum has focused on providing small businesses a cost-effective marketing communications solution through project-based services. But over time, client needs and business challenges have evolved us into a more long-term, comprehensive management solution for mid-sized organizations that aren’t large enough to have full time in-house marketing and communications staff. As such, that’s where our focus has shifted. When you hire Fulcrum, you get an outsourced marketing communications and public relations manager that considers themselves an internal resource. It’s a very personal approach and I like it.
• I’ve added APR to my name, as I talked about here and here. This has fit well with the previous bullet, but was a time commitment.
• I’ve had some personal “additions” - I rescued a chocolate lab/doberman puppy, which (not necessarily by choice) made us a home with more canines than humans; I watched my brother get married in the beautiful mountains of Big Sky, MT; and, I acquired my first niece, Madison. (Not that any of this really matters to you, but more on personal commentary in a bit.)
• After a year break from the local FPRA board of directors, I was installed today as the Accreditation Chair for ‘08-’09. I’ll be helping people through the workshops, interview and testing that I went through earlier this year.
• I took on the responsibility of chairing a new Communications Committee for a non-profit board that I serve on, and worked with my team to develop a survey and the beginnings of a marketing plan.
• I was very recently re-approached by the University of Central Florida to teach a public speaking class for undergraduates. For a moment, I thought I would be teaching in the fall semester (whoa). But it looks like it could happen in the spring instead, and I’m quite excited.

Now for what inspired me:

• The first point of inspiration is of course the story I opened with, but that was really the last. The straw that broke the camel’s back, if you will.
• A good one was the FPRA Annual Conference I mentioned earlier. I spent the better part of a week in professional development mode, listening to inspiring speakers, hearing about new research and learning some cool things. It just kind of reminded me of the importance of picking your head up from your desk and peering over the horizon every so often.
• My former esteemed employer started a blog. Encouraging the firm to blog was a focus of mine before I left. It didn’t happen while I was there, but they are rocking it now. 
• I’ve recently had a surge in Twitter and Facebook activity. And I started having some tweets pushed to my phone via text. Increased usage of both applications has revived my inner social media spirit.
• Last but not least, I consume a lot of online media and am constantly reminded of the value that blogging can have … credibility (at least one can hope), exercising my writing muscle, networking and relationship building, search engine optimization, etc.

And it all adds up to recommitment:

• It’s probably pretty apparent at this point, but I am going to re-commit myself to blogging. I can’t promise how often, or how lengthy, or how relevant, but I’m going to try much harder.
• I downloaded the newest version of Wordpress so that I have the latest gadgets.
• I updated my masthead… gave it a shiny new photo and a spiffy little tagline that will hopefully lend some context to what I’m doing. My mission is to explore all things marketing, communication, and PR to uncover and discuss more sources of leverage for my clients.
• I’m going to stop being lazy and start using some pictures to make my posts prettier.
• I won’t say I plan on it, but I’m sure it will happen – I’ll probably go off topic and I’ll probably get personal from time to time. When you own your own business, it’s pretty hard to separate your personal life from your work life, so I see that as a natural tie. There aren’t that many people reading anyway, right?

Cheers!