Is the 10th Circle of Hell Reserved for Bad Flacks? Or, The Vatican’s Irreversible Public Relations Blunders

Disappointed young lady palms forehead in regrets

Does the Pope have an in-house public relations team, or is the Vatican getting expensive, or pro bono, outside counsel to handle the latest, growing scandal over the actions — and alleged cover up by pre-pope Ratzinger, then a Cardinal, and others — of one particularly notorious pedophile priest who was accused of molesting more than 200 deaf children in Wisconsin? Whatever the answer, those inflicting their advice on the Holy See, need to be shown the door. Yesterday. They have mismanaged this crisis by magnitudes of 10 or more.

This pathetic news story unfortunately provides a teaching moment or three about what not to do in a crisis situation that not only affects the now-grown victims of the child abuse and their surviving family members, but the millions of Catholic believers still taking direction from an authority claiming to be the intercessor between humankind on Earth and God in heaven.

Rich in the irony that only real but unseemly events can produce (the Vatican’s “PR problems” exploded during the Catholic Church’s most sacred week of the Christian year, Easter), the sheer incompetence of the fiasco is staggering! You can read the entire unraveling of papal credibility and its anointed message masters at this Washington Post account here:

www.startribune.com The money quote, as they say in the profane world, is here:

“In a Good Friday sermon in St. Peter’s Basilica attended by the pope, the Rev. Raniero Cantalamessa said a Jewish friend had written to him, saying the recent accusations about the church reminded him of the ‘more shameful aspects of anti-Semitism.’”

“Jews know ‘from experience what it means to be victims of collective violence,’ the priest said, and ‘because of this, they are quick to recognize the recurring symptoms.’”

Mistake One

In a crisis, do not look for an out where none exists. The church needs to admit this priest perpetrator — and the hundreds of other abusers whose priestly vocations were corrupted by their own actions against the innocent — should never have been allowed to continue as an ordained priest. The now-Pope Benedict and his Cardinal colleagues were egregiously in error then for ignoring the case for 12 years.

Mistake Two

In a controversy this extreme and incendiary, never send a messenger who lacks a clear message and genuine authority. The Vatican needed to find a credible spokesperson within or outside of its ranks to go on point and take the heat if the top guy isn’t going to do it.

Mistake Three

In a roiling crisis with growing controversy, widening worldwide anger and enduring media coverage, don’t drag in another historical controversy to deflate or deflect the main accusations. That the Reverend Catalamessa would bring the Jewish “experience” into the fray — after centuries of distrust between the two faiths and questionable insensitivity (if not disturbing inaction) on the part of Catholic Rome during the persecution of Jews in Europe during WWII — is simply one hell of a way to dump more fuel on a raging inferno.

As the above newspaper story of Good Friday concludes: “’If they hired someone to draw up the worst possible PR plan for the church, they could not do any worse than these guys are doing right now,’” said the Rev. Thomas Reese, senior fellow at the Woodstock Theological Center at Georgetown University in Washington.

“’It’s disastrous,’ he said. ‘They really need to get someone from the U.S. bishops conference who has been through this before to get over there and help guide the coverage. I mean, to invoke the persecution of the Jews? They are making every mistake in the book.’”

Amen, brother. Amen.

Ultimate “Marketing” Tactics – How to Turn Online Traffic into Money – #3 of 4

Excited young lady holding dollar bill

Word of Mouth Attracts New Customers

You’ve heard it – Social Media has been called one big cocktail party. Why? Because it’s us having conversation on everything from our little aches and pains to the latest and greatest in our lives, loves and laughs. So brands now understand that this casual word of mouth marketing is powerful – and essential to attract new customers.

How are brand marketers using social media “marketing” to increase revenues? (By the way, ALL companies are brands online – and offline – even small business.) Take a cue from Christine Morrison, TurboTax’s Social Media Marketing Manager, as she describes the fundamentals of applying word of mouth marketing to TurboTax’s social media strategy in this video.

Monetizing Social Media

TurboTax gets it. They monetize social media by carefully selecting and building online customer attraction, engagement and retention tools. BRAVO!

In Christine’s video, you’ll learn how they make user reviews more relevant and how they integrate customer support using Twitter. Learn how they utilize other key tactics:

  • Customers can share their experience with a ‘Publish to Facebook’ option after submitting their e-file
  • Facebook news feeds for 30% higher conversion than advertising
  • Creating community in which customers help each other

For more social media “Marketing” tips and tactics, search these phrases:

  • Monetizing social media
  • Word of Mouth marketing
  • Christine Morrison TurboTax

Happy “Marketing” hunting!

What are your favorite tips for monetizing social media?

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For more resources, see our Library topics Marketing and Social Networking.

.. _____ ..

ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email: Lisa @ LisaChapman.com

Why Do Public Relations?

Young lady holding a megaphone

Do you have a new business, or a business that’s mature but needs some greater visibility? Are you launching a new product? If you’re a non-profit, are policy issues or board blow ups finding their way into the community you serve? Are you looking for new employees who understand what you do?

These are just a few examples of why a company or non-profit (new, small or large), or an individual would undertake a public relations campaign. The goal of PR in general is to influence positive activities and outcomes related to what you do. If you’re a new business, what better way to create visibility than to do publicity. Nearly every city of any size has a business section of the daily paper, and many cities have weekly business publications and at least one monthly business magazine (in the media-rich area like Minneapolis-St. Paul where I’m based, we have three business magazines and two business weeklies — plus some specialty publications for banking and financial services!!)

If your company is established but hasn’t been in the news lately and could use some fresh ink about your growth, new initiatives, innovations or perhaps an acquisition, consider sharing the news. Even new hires will get some notice in the business pubs. And don’t overlook something interesting one of your employees or your CEO might be doing.

For example, a longtime client who founded an IT company specializing in Business Intelligence (BI), is also an accomplished photographer and has traveled on several trips around the globe to places like India for the annual Camel Fair and Kabul with the world-renowned National Geographic photographer, Steve McCurry (best known for his haunting “Afghan Girl” portrait), doing photography seminars in-country. Think that story didn’t get told here …..a lot…? Putting another dimension on business people helps show their human side and helps keep the company name in the public realm.

New product launches scream for a PR campaign, especially if it’s a consumer product that we all need — or a new twist on an old one. For people involved in public policy issues, there are many tools in the PR toolbox to help clearly portray your issue or message to constituents, legislators, targeted associations, neighborhood groups or other special interest organizations. We’ll cover both areas more in separate, future blogs.

Why not just buy and ad? Ideally you would tie a PR campaign to an integrated marketing program — providing you have the budget and advertising is an appropriate vehicle for what you are trying to accomplish. However — and I’m biased, of course — the return on PR is usually, 95% of time, much better. It has a longer shelf, life, it can be leveraged time and again and best of all, it has a third-party credibility that advertising cannot usually provide. Unless you have landed somebody like Michael Jordan, or the celebrity du jour, to appear in your ad campaign. Good luck with that.

What do you think?

What to Expect from this PR Blog

Blog Letters on Brown Wood

Public Relations means different things to different people. While this blog is titled Public Relations/Media Relations, media relations is really a subset under the wide umbrella of PR. But it’s often the most critical piece of the process. This blog will work at understanding big picture PR/Media Relations issues and the “small stuff.” It’s designed to be interactive, so bump over your questions or concerns my way and we’ll get a dialogue going that will hopefully help you either do your own PR, or understand what to look for in hiring it out.

You can expect to find solid professional advice here based on my 15 years in the business — plus the occasional semi-censored personal opinions about issues related to media and publicity.

You can also expect insights into the many aspects of PR, which generally include these combined practices area and the following techniques:

  • Defining and developing key messages for target audiences
  • Providing strategic counsel and strategic planning for a PR campaign
  • Developing accurate Media Lists for your story
  • Looking at Editorial Calendars for the year in the publications you want to be in.
  • Conducting Media Relations
  • Special Events
  • Speech writing
  • Identifying Speaking Opportunities
  • Public Affairs
  • Corporate Communications
  • Product Publicity
  • Leveraging Social Networks Online
  • Placement of authored articles
  • Investor Relations
  • Crisis Communications (or Crisis Management)
  • Internal communications
  • Media Training

There may be a few other aspects of PR here (send me one if you think I have overlooked any that are essential. We won’t call it — or any of its tools or techniques — “spin.” As Nixon famously once said, “That would be wrong.” Tune into a future blog to find out why.

Ultimate “Marketing” Tactics – How to Turn Online Traffic into Money – #2 of 4

young lady in an office holding cash

If you don’t already track your Website Conversion Rate, START TODAY! Whether you are using landing pages, videos, free e-books, or another popular strategy for converting traffic into paying customers, you definitely want to track it.

Do you know how to calculate and use a Website Conversion Rate?

“In internet marketing, Conversion Rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators” according to Wikipedia. It is defined as:

Conversion Rate = # of Actions / # of Visits

In this equation, “# of Actions” is your desired outcome, or your conversion goal. For example, if you want visitors to use a discount code or coupon at purchase, then that is the “call to action” conversion goal.

Many “marketing” tools for free web analytics, such as Google Analytics, are readily available to make the job easier, enabling you to track website conversion rate trends over time. Google offers its web analytics solution for no charge, allowing anyone with a website to:

  • track conversion data,
  • analyze the flow of visitors through their site, and
  • identify elements of their site that could be changed to improve visitor retention.

For more help, check out this Tip for Getting Started.

For even more “Marketing” tips and tactics, search these phrases:

  • Conversion Goals
  • Conversion Funnel
  • Web Analytics Tools

Happy “Marketing” Hunting!

Which free web analytics tools work best for you?

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For more resources, see our Library topics Marketing and Social Networking.

.. _____ ..

ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email: Lisa @ LisaChapman.com

Ultimate “Marketing” Tactics – How to Turn Online Traffic into Money – #1 of 4

Happy Woman in Blue Long Sleeve Blouse Holding Money

It’s exciting to know that savvy business folks everywhere are FINALLY demanding – successfully – that their website or landing page work hard, and convert traffic into paying customers, both online AND offline.

Marketing is a by-product of sales

After all, marketing is a by-product of the sales function. Wikipedia’s definition of “Marketing” ties it all together for us: “Marketing is defined by the American Marketing Association (AMA) as ‘the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’ The term developed from the original meaning which referred literally to going to a market to buy or sell goods or services.

Business is catching on to using a full toolbox of effective strategies for turning website traffic into money. In this economy, it’s newsworthy GLOBALLY, as the Wall Street Journal affirmed by publishing its September 4, 2009 (and still timely) article, “Three Best Ways to Convert Web Traffic into Sales”. The article offers three real-world case studies of companies that “tempt visitors into opening their wallets” and cites these tactics:

  • Install a Click-to-Call Feature
  • Chat with Customers Online
  • Offer a Try-Before-You-Buy Program

For more detail, read the full text of the WSJ article.

For even more “Marketing” tips and tactics, search these phrases:

  • Website Traffic Conversion
  • How to Increase Conversion Rates
  • How to Monetize a Website
  • Make Money from a Website

Happy “Marketing” hunting!

What traffic conversion tactics work for you?

——————

For more resources, see our Library topics Marketing and Social Networking.

.. _____ ..

ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues. Email: Lisa @ LisaChapman.com

Welcome to the Public and Media Relations blog!

Young lady waving audience while filming podcast

I’m Martin Keller and I’m the host of this blog. You can read more about me in the sidebar. This blog will be about various aspects of public and media relations, will focus especially on practical tips and tools, and will include posts from guest writers. You can learn more about this blog by clicking on the About link just under the header.

  • Before using the blog, please take a few minutes now to read about the policies. Go to Policies under the header.
  • Feel free to share a comment about a post. Just click on the link “Leave a response” under the post in the body of the blog.
  • You can use RSS or email to get copied on any new posts in the blog. Go to To Subscribe under the header to select RSS subscription or email subscription to get updates.
  • You can also use email to get notified when there are new comments to a post. When you click on “Leave a response” under the post, check the box to be notified of any follow-up comments.
  • You can get a lot of visibility to your work by being a guest writer. Many of the Library’s topics consistently rank in the top 10 of Google search results. Go to Guest Writer Submissions under the header.
  • See the many Related Library Topics listed on the sidebar. They contain 100s of free online, articles related to the topic of this blog.
  • Read the many other useful blogs in the Library. Go to Library’s Blogs in the sidebar.
  • Search for any topics you’re interested in. Use the Search box at the top of the header.
  • If larger text would be easier for you to read, just click on the 3 “A”s above the header until the text is large enough for you to easily read.

If you have any questions, just use the Contact Us form at the bottom of each page.

Welcome!

Welcome to the Marketing blog!

Document-marketing-strategy-business-concept

I’m Lisa Chapman and I’m the host of this blog. You can read more about me next to my picture in the sidebar. This blog will be about various aspects of marketing, and will focus especially on practical tips and tools, and will include posts from guest writers. You can learn more about this blog by clicking on the About link just under the header.

  • Before using the blog, please take a few minutes now to read about the policies. Go to Policies under the header.
  • Feel free to share a comment about a post. Just click on the link “Leave a response” under the post in the body of the blog.
  • You can use RSS or email to get copied on any new posts in the blog. Go to To Subscribe under the header to select RSS subscription or email subscription to get updates.
  • You can also use email to get notified when there are new comments to a post. When you click on “Leave a response” under the post, check the box to be notified of any follow-up comments.
  • You can get a lot of visibility to your work by being a guest writer. Many of the Library’s topics consistently rank in the top 10 of Google search results. Go to Guest Writer Submissions under the header.
  • See the many Related Library Topics listed on the sidebar. They contain 100s of free online, articles related to the topic of this blog.
  • Read the many other useful blogs in the Library. Go to Library’s Blogs in the sidebar.
  • Search for any topics you’re interested in. Use the Search box at the top of the header.
  • If larger text would be easier for you to read, just click on the 3 “A”s above the header until the text is large enough for you to easily read.

If you have any questions, just use the Contact Us form at the bottom of each page.

Welcome!

——————

For more resources, see our Library topics Marketing and Social Networking.