The Real Deal...Public Opinion, PR, Advertising

By Harvey Radin

Profound, entertaining, even irreverent observations about public opinion, PR and advertising. Written by a veteran corporate communications executive recently featured in Business Insider and American Banker. As a communications executive, Harvey Radin was responsible for PR, media relations and crisis communications management. He influenced opinion of such serious issues as financial privacy, bank fees, the ATM surcharge and corporate mergers and acquisitions.

• Language: English
• Publisher: Harvey Radin
• Release date: Jun 18, 2011
• ISBN: 9781458100016

Harvey Radin

As a communications executive for multinational firms, Harvey Radin was responsible for PR, media relations and crisis communications management during his corporate career in Los Angeles, London, New York and San Francisco.

Book preview

Introduction

Profound, entertaining, even irreverent observations. A quick read loaded with the insights you need to jumpstart your career in PR and mass communication. Written by a veteran corporate communications executive most recently featured in Business Insider and American Banker.

As a communications executive for multinational firms, Harvey Radin was responsible for PR, media relations and crisis communications management during his corporate career in Los Angeles, London, New York and San Francisco.

He influenced opinion of such serious issues as financial privacy, bank fees, the ATM surcharge, and corporate mergers and acquisitions. And is known for stepping out of corporate character. Like the time he stuffed a VW Beetle full of bankers in his How Many Bankers will it Take? event, his company's attempt to break a world record held by British university students.

Chapter 1: National Image Funk

Is America having a self-image crisis?

Americans have traditionally seen themselves as self reliant, tough and resilient. American pioneers settled uncharted territories, changed the course of history in the aftermath of the Second World War...manufactured goods, developed innovative services and built complex infrastructure, the nation's railroads, highways, bridges, dams and much more. Americans see themselves at the very top, as citizens of the world's leading, premier nation.

So then...what's going on today? What's driving the national mood shift?

Is the nation in a funk because of the stubbornly shaky economy? Anxiety about un- and under-employment? The rising number of home foreclosures? The current state of big business and government? Is greed weighing on Americans' self image?

We have become a nation of almost unimaginable greed, observed a New York Times reader in the 'Comments' section of a Bob Herbert column. Another reader commented: Even during the hardest times, Americans built things and this country moved forward. Not anymore.

What can be done to encourage Americans to feel good, once again? What can be done to revive American spirit?

Better behavior by elected officials might help. But equally important, if not more so, the major banks and Wall Street firms that are being blamed for causing the Great Recession can play the most important role in fixing the nation's deteriorating self image. They can reverse increasingly negative perception of big business. If the financial industry has the will to support enterprise. To channel financial resources in support of human and business enterprise and commerce.

Leaders in business and government must find ways to reverse a growing cynicism that is becoming more pronounced in America and elsewhere throughout the world. For businesses, generating strong earnings growth is critically important. There's no denying that. But leaders in business need to expand their thinking beyond revenue. They need to use their growing power and influence in support of commerce.

Business leaders need to be more honest with themselves. By honestly assessing the value and the quality of their company's products and services. They need to fight the temptation to take shortcuts...to deliver less for more, less product and less service at a higher price. Somehow, the marriage between quality, craftsmanship and revenue must be reinstated. The sanctity of this marriage is in serious jeopardy.

When you consider this, along with annoying bickering and posturing by politicians, you can appreciate why big business, government and various institutions are held in such low esteem.

Chapter 2: Here's an example of what we mean...

More auto manufacturers are rolling out hybrid and fully electric cars. This is important, considering the need to reduce dependence on fossil fuels. Using green technology in the development of various products is extremely important.

Now, we're not auto industry experts...in particular, when it comes to knowing the costs associated with building automobiles. But, why is it that green, energy-efficient cars generally are priced higher, compared to standard, gas-guzzling vehicles? If a company sees value in green technology, shouldn't the company -- or companies -- also focus on strategies for bringing value pricing to the equation? If more people can afford to buy energy-efficient cars and other products, the greater the value proposition.

Imagine the positive impact on public opinion of auto makers, if they are seen to be supporting a critically important societal need, not only through development of needed technology, but through their approach to pricing, as well.

If we have the knowhow and technology to achieve initiatives as complex as flying astronauts to outer space, why can't automakers develop energy-efficient cars, priced more competitively for consumers?

Chapter 3: And...more examples

Businesses aren't hiring very much. And many businesses, rather than focusing on the needs of employees, are reducing benefits or eliminating benefits altogether by reducing full-time staff. Workers are deeply concerned about job security. So right now, business owners and managers hold the advantage over workers who are under a lot of pressure and are feeling vulnerable.

Various food product companies are not filling containers on supermarket shelves with the amount of food consumers are led to believe they're buying. Instead,