'Tis the Season

 By Carolyn Mayo, Executive Vice President, General Manager

Buy gifts: Check. Decorate house: Check. Cook: Check. Eat cookies: Check (Unfortunately) Party: Check. Check. Check. Go online and make donations: Check.

Wait – what was that? Yes, while we may outwardly and loudly support a variety of not-for-profit organizations all year long, it often comes down to the last few days of the year. According to a survey from Charity Navigator on year-end giving trends, charities receive 41% of their annual donations during the holidays and the online giving site, Network for Good, reports that 10% of donations actually happen in the last two days of the year! While there are lots of motivating factors for end-of-year donations – tax benefits being the most obvious – it is the time of year that we seem to step back, take stock and put our money where it means the most to us. Giving back is culturally ingrained in us, whether it comes from a religious, moral or societal standpoint.

While making choices to give back – time, talent or cash – are very personal decisions for each of us, it’s a bit more complicated for businesses. The 2011 Edelman Trust Barometer results show clearly shows that there is an expectation for businesses to invest in society, even if it risks shareholder value. Today, business must align profit and purpose for social benefit. And maybe most importantly, that “give back” must resonate with all of the organization’s stakeholders. That’s where a strategic corporate social responsibility (CSR) initiative comes in. At its best, they are programs that align with corporate values and culture, from the CEO down to the rank and file. It’s respected by peers and shareholders alike. And it’s an authentic and ownable reflection of an organization’s personality.

Still not sure that it’s all that important? Think again. Last year’s goodpurpose study pointed to a new dynamic in marketing and the emergence of the fifth “P” of marketing” where the age-old marketing mix of Product, Price, Place and Promotion have now been joined by a fifth “P”. . . Purpose. It’s no longer a “nice to do”; it is a “need to do”. The goodpurpose study shows that, after quality and price, the key purchase trigger is social purpose – outranking design, innovation and brand loyalty. Today’s consumers are not only demanding that companies show a commitment to good causes, they are willing to punish those that don’t.

This holiday season, there are a ton of examples of cause marketing and corporate social responsibility campaigns. One of best is eBay’s Give-a-Toy Store with Toys for Tots. Check it out here.

If you want to learn more about how your company should evaluate or create a strategic CSR program in the coming year? Give us a shout and we’ll bring some of the brightest and best thinkers to the table. In the meantime, go to the following for more information.

Edelman's 2011 Trust Barometer®, the firm’s 11th annual survey, gauges attitudes about the state of trust in business, government, NGOs and media across 23 countries.

The goodpurpose study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations. The survey was conducted in 13 countries among more than 7,000 adults. It is the only global study of its kind.

at Edelman, we don’t just talk about giving back and CSR, we walk the walk. Our commitment to global citizenship resulted in a total of $5.1 million in volunteerism and cash contributions in our 2011 fiscal year (July 1, 2010 to June 30, 2011).

Charity Navigator is America’s largest and most influential charity rater and works to guide intelligent giving. It serves more than 3.3 million unique visitors and impact approximately $10 billion of charitable donations each year. This makes Charity Navigator far and away the largest and most utilized charity rating service that exists anywhere.

What I Want for Christmas Now...

 By Helen Vollmer, President

I can’t count how many times I’ve already been asked this year by friends and family, “And what do you want for Christmas?” The answer always is the same: “I can’t really think of anything. I have everything that I want.” Which, of course, makes me truly blessed and for which I am incredibly thankful.
 
And yet . . . the question begs an answer on perhaps a bit larger scale. Amidst the frantic shopping, decorating and eating frenzy in which we find ourselves currently, this is a great time to reflect on what we really want and need in our lives.

My moment for this came yesterday as I watched my husband and daughter string holiday lights on a hurricane- weathered tree in our front yard. A sense of calm and “all is right with the world” washed over me. And I realized that it is often the small moments in our lives that perhaps are the most meaningful. And because they are so fleeting, are underappreciated.

I and my family live life on a fairly large scale. We all like being busy, working and playing hard and making sure the world doesn’t pass us by. We tend to “think big picture,” understanding (as all those who have ever worked alongside me have heard) that every action has a consequence, every word has a meaning. We are planners, and plot out our days collectively by what needs to get accomplished next. From what I see around me, we are not alone in this approach to living life fully and to the extent our resources allow.

And yet . . . when pressed, what I want for the holidays and beyond is to savor the small things that make my life full, including:

• Clinking glasses raised in toast with friends
• Holding hands in the darkened movie theater with my husband
• The flit of a cardinal passing in front of me
• A tight hug in hello or goodbye from our too grown-up daughters
• A young staffer racing in with a big win for a client
• Sunday mornings with coffee and newspapers in hand
• Wearing the right clothes for security checks at airports
• One more day of good health.

Living large while appreciating individual moments is not a mutually exclusive arrangement. But it does take a bit of effort to make great memories—and then periodically remembering to breathe them in and hold them close to us. Doing this is not only a gift to ourselves but a legacy for all of those around us.

What do you want this holiday season? It may just be a trick question that can ring in the true meaning of the season.

A Season for Giving

 By Rupa Patel, Senior Account Executive

The holidays mean different things to different people. While the season’s religious ties aren’t something everyone can relate to, there are other overarching sentiments that strike a chord within us all, regardless of religion, ethnicity or background.

My family, for example, doesn’t celebrate the “traditional” Christmas that many others do, but we still use the time to gather and spend time with one another. So, for some the holidays represent a time to be with loved ones. For others, the holidays are a time to celebrate and share wishes for a happy and healthy year ahead. Then there are those who see this as a time to reflect and make it a season of giving.

It’s that last sentiment in particular that makes this holiday season a special one for the team members in Edelman’s Dallas office. Earlier this year, Edelman introduced a program allowing each local office to support a charity or cause of its choice. Jumping on the opportunity, Dallas began working with an organization called Family Gateway and this December we will put the finishing touches on our project with the group.

Across the country, families from different socio-economic groups are living with friends and relatives, in their cars or on the street as a result of a lost job, an unexpected illness or injury, a family tragedy or some other circumstances. Family Gateway provides families such as these with services designed to restore dignity and stability, including employment and financial training classes, tutoring services for children, and even temporary housing. In short, Family Gateway creates the type of self-sufficiency and confidence that can break the cycle of generational homelessness.

For our part, Edelman Dallas “adopted” a Family Gateway apartment in need of renovation. The families who move into these apartments often come in with nothing more than a small grocery bag of personal items or an extra change of clothes, so we wanted to make sure our contribution was more than a few coats of paint.

While navigating through travel schedules, client meetings and other responsibilities was no easy task, our office banded together to begin revitalizing the apartment bit by bit. With task force teams assigned to each room of the apartment, we started planning what needed to be purchased, what needed to be repaired, what pieces of furniture and decorations we already had available and who had enough hand-eye coordination to stand on a ladder and paint without falling or dripping paint over everyone underneath them (which turned out to be no one). We’re in the home stretch now, coordinating one last deep cleaning for the apartment and closing with a furnishing frenzy.

While confidence in our home improvement skills has been shaken to some degree (you’d be surprised at how easy it is to get paint in your hair and how difficult it is to get it out), the confidence we have in our ability to complete a task like this is stronger than ever. Knowing that our small contribution to the wonderful work Family Gateway does could get a local family a new home by Christmas is a surreal thought, but we are determined to do everything in our power to make it happen.

This experience has reminded us that giving back isn’t something that can only happen around the holidays. If we all put in just a little bit of time throughout the year, imagine the changes we can create and the good we can do. Whether alone or with friends, co-workers or family members, get involved and find a cause that speaks to you. There are thousands of organizations out there that would be grateful for even an hour of your time. Our office is ready to spread the goodwill in 2012 – what about you?

2012 Resolutions: Make Your “Declaration of Interdependence”

  By Baley Phelps, Account Executive and Jay Andrew, Vice President

Now that (most) of our Thanksgiving leftovers have been cleared from the fridge (turkey pot pie, anyone?) and temperatures have finally dipped below 70 degrees in Houston, there is no denying it. The holidays are here—officially. For many, the holiday season brings with it a time of reflection. This year in particular, with economic hardships and suffering at the opening of nightly newscasts, it is even more apparent that people in our community need our help. As we begin to think about our resolutions for 2012, it will be important to consider others as much as we do ourselves.

At Edelman we call it “interdependence.” It’s the idea that we are all connected and that everything we do has an impact. Those of us who are able, have the unique opportunity to make a difference in the coming year, and we should make a commitment to do the most we can on both a global and local level. In today’s inter-connected, always-on culture, we are no longer just citizens of our city, state and country. We are citizens of the world.

For 2012, Edelman’s global citizenship initiative is hunger and poverty. To scale this down to the local level, each office identifies a “partner” organization in need of volunteers, donations or PR counsel/support. Here in Houston, we are currently in the selection process—giving employees the opportunity to nominate and ultimately select an organization that speaks to personal experiences and interests. The ultimate goal is to use our talents to better our community.

In 2010, Edelman employees gave more than 29,000 hours of volunteer time, equating to almost $4 million in donations. Causes included hunger and homelessness in Portland, a women’s mentoring program in Hong Kong and education initiatives in Milan. Employees were also encouraged to submit grant requests for organizations with which they donate time and money. Approximately $150,000 was awarded through these grants in categories such as animal welfare, community development, education and the environment.

This is really just the beginning. As you start to consider your resolutions for 2012, think about putting others first. Make your own declaration of interdependence and see the positive impact you can bring to your local community. We all want to change the world—LET’S GET STARTED!

The Radically Engaged Business: Creating a Culture Energized through Purpose and Citizenship

  By Carol Cone, Managing Director, Executive Vice President

What happens when an employee discovers a shared “destiny” with the organization he or she works for? A tremendous amount, according to business leaders who participated in this year’s Edelman Change Summit, “The Radically Engaged Business: Creating a Culture Energized through Citizenship.” The Summit, hosted by Edelman in partnership with CECP, addressed the critical need for strategic employee engagement for organizational health and success.


Executives from fourteen leading organizations joined us for the full-day Summit, ranging from keynote speaker, Doug Conant, the recently retired CEO of Campbell Soup Company, to leading executives from Avon, Starbucks, Vale, Western Union, IBM, Toyota, Time Warner Cable, Macy’s, Deloitte, UNICEF, American Express, PepsiCo and PwC. These companies demonstrate exceptional leadership in employee engagement and represent a variety of industries and approaches: B2B, B2C, professional services and an NGO, with employee headcounts from 7,000 to over 400,000.

For over 30 years I’ve witnessed the power of purpose and citizenship to galvanize and ignite employees’ commitment to their companies. When employees discover the connection between what they do and what a company stands for, “magic” happens; they become more thoroughly engaged, motivated, productive, innovative, loyal and committed.

And the payoffs aren’t just soft. According to Gallup, engaged organizations have a 3.9x higher earnings per share growth than organizations with lower engagement scores in the same industry. Employees who are most committed to their organization put in 57% more effort and 87% are less likely to leave than employees who felt disengaged, according to a 2010 study by BusinessWeek’s Corporate Executive Board.

Employees are powerful engines of organizational success; engaging with them is absolutely critical in our hyper competitive, 24/7, globalized economy. The most committed employees share a destiny with their employers, and the most successful organizations today execute against a higher “Purpose” than just making money:

• IBM believes in creating a Smarter Planet, not just systems, solutions and software.

• Avon crusades for solutions to Breast Cancer and the prevention of domestic violence, in addition to empowering women around the globe.

• Western Union fosters global economic development for the unbanked, beyond just transferring money around the globe to almost every country.

• Vale, Forbes’ 4th fastest growing Fortune 500, transforms mineral resources into prosperity and sustainable development through a deep understanding of the critical relationships necessary to succeed in local communities.

• UNICEF believes in Zero, helping to lower the preventable daily deaths of 21,000 children and doing whatever it takes to save the life of a child, instead of just asking for a donation.

And these are just a few examples of the organizations that leading the way in engaging their workforce through Purpose. Employee commitment runs deep at those companies that stand for something beyond just making a profit.

A few key elements to keep front of mind when building or enhancing your own initiative:

• Lead: The most powerful programs are “leader-led”, as said by Doug Conant. “You have to show up, walk the talk and get engaged first, before you can ask your employees to commit,” said the former CEO of Campbell’s.

• Construct: Start with program depth, not scale.

• Customize: Great initiatives must be customized for local execution.

• Collaborate: Sophisticated companies are learning from continual sharing, not only internally, but also with competitors, recognizing that each organization’s program is uniquely constructed and executed and may offer valuable lessons for others.

• Measure: That which gets measured gets done. Build campaign participation into performance reviews.

• Narrate: Storytelling is key to build emotion and engagement. Our presenters agreed that in order to have a program truly breakthrough, you must “dial up the stories.” “They do this by creating local market content, including blogs, videos and a robust social media presence, as well as arming their employee base with the knowledge and key messages to consistently share the story of the organization’s Purpose.

• Evolve: Constantly evolve program elements to stay relevant. Avon added domestic violence as a core global issue alongside their comprehensive Avon Breast Cancer Crusade, each in over 50 countries.

Purpose is no longer a nice-to-do. It is a must–do in creating and retaining an energized workforce and culture that will truly stand the test of time.


Disclaimer: Vale and Western Union are Edelman clients.

Stuffing Turkeys; Stuffing Shopping Bags

 By Denisha Stevens, Executive Vice President, Consumer Marketing

Americans will soon follow the tradition of stuffing turkeys and gathering around the dinner table with family and friends. Meanwhile, retailers are wondering if the economy will have an impact on that other holiday tradition - - stuffing our shopping baskets. A review of recent headlines reveals a range of predictions for the 2011 season.

Highlights - Consumer Reports 2011 Holiday Shopping Poll:

• Cutting Back. One in three consumers plan on cutting back on purchases this holiday season, while others plan on sticking to a tight holiday budget.

• It’s All About the Deal. The economy, it seems, has had an impact on shopper mindset. Forty-four percent of those surveyed believe that getting a great deal on purchases is even more important than it was last holiday season.

• Can’t Beat a Good Sweater. As usual, apparel remains a hot gift this season followed by electronics. Cash and gift cards also are popular. Surprisingly, a quarter of those surveyed report having unused gift cards from 2011. Lack of time to shop and not finding the items they wanted were the top reasons cited.

Highlights - National Retail Federation’s 2011 Holiday Consumer Intentions and Actions Survey:

• Shopping Slowdown. Approximately 62 percent of Americans will put the brakes on their holiday shopping this year due to the economy, but slowing down doesn’t mean doing without. Research indicates consumers plan on shelling out approximately $704.18 on holiday gifts and other seasonal items.

• Early Bird Gets the Sale. While annoying to some, it’s no coincidence retailers have started introducing holiday displays earlier and earlier in recent years. Nearly 40 percent of consumers kicked off their shopping before Halloween. Another 40 percent will begin crossing things off their holiday shopping lists in early November.

• Dare to Compare. Many consumers will put their shopping savvy to the test this year to stretch their holiday budgets. Top money-saving activities include making a shopping list in advance and sticking to it, along with aggressive couponing and comparison shopping.

• Smartphones Make Smart Shoppers. Nearly 46 percent of holiday shoppers will buy online this year and a growing number of consumers are turning to mobile devices to give them an edge. In addition to making online purchases, they are using devices to research products and pinpoint sales from their favorite retailers.

• Better to Self-Gift Than to Receive? A surprising shopping trend during these challenging economic times is the move toward self-giving. This isn’t about volunteering or donating to a worthy cause, it’s about putting your own name at the top of your shopping list. Approximately six out of 10 shoppers plan to make purchases for themselves this holiday season.

Whether it’s for you or for a family member, get out and get a jump on your holiday shopping after the turkey is devoured and the dishes are cleared. Your local retailers will be thankful.

Shopping on a Mission

 Helen Vollmer, President, Edelman Southwest


I admit it—I am prone to impulse purchases while shopping. And it’s not so much that I’m compulsive as it is that I am absolutely smitten when I see good marketing of any kind. A good end aisle display will stop me dead in my tracks (gotta love Frito Lay, Pepsi and any wall of cheese). I am a sucker for sampling whether it’s at the grocery store, at an event, or especially appreciated these days, on airlines. Helpful assistants at Whole Foods or Home Depot can easily convince me that I need to upsize whatever it is I’m buying. Don’t even talk to me about the makeup counter.

But like everyone else these days, my buying behavior has changed so that those impulse purchases are less frequent. I hone in on what I want in front of my laptop or cell phone before I even make it into a store.

I have become what retail analysts call a ‘surgical shopper.” I pre-select what I want, the price I’m willing to pay and the convenience of where I should go to look at it before hopping in my car. Mission shoppers visit fewer stores—three per trip, down from five pre-recession, according to ShopperTrak. And because we’re browsing less when in a store, we don’t buy stuff we hadn’t planned on purchasing in advance.

But the retail industry is catching up with us. Stores are adding Wi-Fi and iPads to better respond to customers’ inventory questions or even help virtually assemble what the perfect outfit would look like. And, yes, old fashioned customer service is making a comeback as sales associates are now being schooled in how to read body language, or learn to start casual conversations as opposed to ignoring us as we search for a manned check-out counter.

In short, retailers have to try harder when they get us in their stores. Because, let’s be honest, it’s their job to sell us more stuff and to stimulate the economy, right?

I am absolutely planning to do my part this holiday season in helping them get this right. Even so, I want them to wow me and make it an experience that turns me into a loyal customer. What about you?

Thanksgiving Travel Just Got Easier. Again!

  By Mattie Walker, Assistant Account Executive

There are three things most of us can count on during the Thanksgiving holiday: food, football … and travel delays. With Turkey Day just around the corner, frustration and irritation will soon be in the air as millions of American travelers prepare to make their holiday trek. Everyone knows the two days leading up to Thanksgiving are typically the busiest travel days of the year. What everyone may not be aware of is that, for the 11th consecutive year, Travelocity's Thanksgiving Task Force will be providing live updates and breaking news to travelers from some of the busiest airports in the United States.


Thanksgiving Task Force spotters will be on hand from sun up until sun down on November 23rd and 24th, delivering information on security lines, weather delays, flight updates, etc. While Travelocity's spotters cannot shift a blizzard's path or give Uncle Ted a heads up that 20-year-old brandy cannot be carried through security, their tips and insight can alert travelers about new TSA rules, advise on when to arrive at the airport, provide tips on items that need to be packed instead of checked and make suggestions on what to do if your flight is delayed or canceled.

Headaches while traveling might be inevitable, but why not rely on our veteran Thanksgiving travel experts to help you out? You can find them on Twitter, too, where they’ll be tweeting observations from the U.S. airports listed below.

2011 TTF Spotters Locations:

• Dallas / Fort Worth International (DFW) - @flyfromdallas
• LaGuardia (LGA) - @flyfromnewyork
• Los Angeles International (LAX) - @flyfromla
• O’Hare International (ORD) - @flyfromchicago
• Washington Dulles International (IAD) - @flyfromdc

Beyond the Tofurkey: Non-Traditional Traditions

 By Kim Tillinghast, Vice President

During the most highly traveled weekend of the calendar year, it’s no surprise that many consumers prefer to avoid two-lane highways and TSA officials. But whether they stay or go, one thing is for certain: while classic American traditions certainly exist, new traditions abound. Foodies may forgo turkey, dressing and tryptophan-induced naps for multi-cultural flavors and pairings, and consumers with abundant frequent flier miles may instead venture over the ocean and to the cabana.

The Wednesday before Thanksgiving marked 2010’s single busiest travel day. The national Airline Quality Rating indicates that while performance quality has steadily improved since 2007, the holiday season is never exempt. Fewer seats, additional passengers and inclement weather (hello, O’Hare!) will continue to elevate costs and stress. But for those with no choice but to fly, selecting a best-performing airline such as Jet Blue, Air Tran or Southwest can increase chances of a smooth experience.

Perhaps it’s all in the destination: a flight to paradise may feel less strenuous, by nature, than a trip to visit in-laws. For some, such distance makes the heart grow fonder, and an annual trip to Hawaii or the Bahamas becomes a Turkey Day tradition. After all, nothing says “I’m thankful” like an umbrella drink and a stretch of white sand.

Others living hundreds of miles from loved ones may not have the luxury of traveling home for Thanksgiving, so non-nuclear families of friends, roommates and neighbors gather to eat and give thanks. During my years in Los Angeles, many of us found ourselves stymied by pricey holiday plane tickets and, therefore, Thanksgiving was spent – quite happily – with likeminded locals.

No matter where November 24 finds you – in front of the TV with a slice of pie, perhaps? – in the true spirit of Thanksgiving we should all make a point to give back. Countless opportunities await our attention: donating clothes, toys, food and/or blood, participating in a Habitat for Humanity project, serving food at a local shelter, or even helping a neighbor with much-needed childcare, errands or a home-cooked meal. For to whom much is given, much is required, and we have much for which to be thankful.

Edelman Health Engagement Barometer

Is good health, like disease, communicable?

That’s one of the intriguing questions explored in Edelman’s 2011 Health Barometer, our third survey of worldwide health perceptions. Edelman’s global health leaders announced the findings at the European Health Forum on October 6 and will present them to a broader audience via webinar on Thursday, October 13 at 10 A.M. Central Time.

Following on the 2008 and 2010 Health Barometers, this year Edelman and its sister agency StrategyOne surveyed more than 15,000 people in 12 countries about their attitudes on health and wellness. The responses make it clear that the definition of health has evolved. Health is more than the presence or absence of disease. Health is about emotion. It’s what we think, live and do. Health is about connections – and interconnectedness. While about four out of five respondents globally believe they are most responsible for their own overall health, the survey found that more than a quarter also believe their friends and family are most responsible.

We invite you to learn more about these and other attitudes – including the belief that all corporations, not just those focused on health, play an important role in people’s health – by joining us for the webinar. More information and the opportunity to register are available at http://healthbarometer.edelman.com/.

Set a Goal: No Flu for You

  By Reid Schwartz, Account Executive, Edelman Austin

It’s that time of year again: we’re on the brink of flu season, a time when people across the country rush to protect themselves and their families from the potentially deadly virus. Here at Edelman, we are particularly aware of flu season since we represent clients that offer workplace and walk-in healthcare services.

This year, the Center for Disease Control (CDC) warns that the flu bug already has reared its ugly head in states across the U.S., and is strongly recommending that all men, women – including pregnant women – and children older than six months receive the seasonal flu vaccine as soon as it becomes available.

Tips to keep in mind as we enter the flu season:

PREVENT IT!

The best way to prevent the flu is to get vaccinated. There are two types of vaccines this flu season.

The traditional flu shot is the most common and well known vaccine available, and involves an injection given into the muscle. Check with your local clinic or doctor’s office for availability.

Have a problem with needles? (I do!) The FluMist® is a needle-free, nasal-spray flu vaccine that is approved for children and adults 2-49 years of age. This vaccine is administered with a gentle, quick spray in each nostril – one of the places where the flu virus enters the body.

Remember the 2009 H1N1 virus, better known as the swine flu? This year, the CDC expects the H1N1 virus to cause illness again along with a number of other influenza viruses. Luckily, this year’s flu vaccine (both the injectable and the flu mist) will protect against the 2009 H1N1 and two other influenza viruses as well, so you’ll only need to get one vaccine to protect yourself from all of those strains.

TREAT IT!

Sometimes, try as you might, you still get bit by the flu bug. Should this happen, walk-in to your local clinic and a clinician can perform a diagnostic test for your symptoms, then provide effective treatment options to get you better faster.

Remember, many people, including the elderly, young children and people with certain health conditions are at a higher risk for serious flu complications. The flu also can make chronic health problems worse. The best way to protect yourself, your family and the people you come into contact with from the flu virus is to get the flu vaccine each year as soon as it is available.

With all that said, if you do get the flu this year, please stay home and take care of yourself. You’ll be doing us all a huge favor!

Stay healthy!

Washington’s Unfinished Business: The Affordable Care Act

  Carolyn Bunce, AS, Washington D.C. Health Practice

The Patient Protection and Affordable Care Act (ACA) has been law for more than a year and implementation is moving forward. Yet millions of stakeholders – from patients, doctors and hospitals to small businesses, insurance companies and state legislatures – are still confused about provisions of the law and what it means for them.

Opinions on the ACA are deeply divided, especially in Congress. More than 100 bills have been introduced to defund or change portions of the law – a few have managed to pass through Congress. Meanwhile, there are 26 lawsuits seeking to overturn the law, at least one is headed to the U.S. Supreme Court.

This is evidence of our government in action, and the results will be interesting to watch.

But with the presidency and control of Congress at stake in 2012, the rhetoric in Washington is fierce. Politicians use the ACA to rally their supporters, subdue rivals and score political points. Partisan catchphrases like “socialized medicine” and “Medicare vouchers” are stated as fact, while the truth, which is often nuanced and complex, becomes a casualty of political gamesmanship.

Real ideas to keep Medicare costs under control, get health information technology to rural areas and reduce the number of uninsured in inner cities are out there. Some of these ideas are in the ACA, some are not. If you have time to scour policy newsletters or attend health conferences, you’ll find them. But you won’t see them in the partisan talking points repeated on the news.

Whether it’s full implementation, complete overhaul or something in the middle, politicians need to be reminded that there is more at stake than winning elections.

ACA’s hundreds of provisions have important real-time ramifications, and some create potential opportunities from a product, service or corporate reputational perspective. If you would like to learn more about the ACA and its potential impacts on your interests, please contact Carolyn Bunce in our Washington, D.C. health practice at Carolyn.Bunce@edelman.com

Time for a Mental Flossing

  By Helen Vollmer, President, Edelman Southwest

When I hear the word, “health,” I immediately think about physical wellbeing. What’s my cholesterol level? Am I overweight? What’s my risk of getting cancer? What can I do to prevent getting sick and how can I better manage my family’s wellness?


What I and most others—including government and businesses—overlook or think of as an afterthought is mental health. But stop and consider how many of our friends, family, colleagues-- and even ourselves—are affected by anxiety, mood, impulse or substance issues. And yet, mental health issues often still remain the “elephant in the room,” not to be discussed openly in social settings. It’s not comfortable talking about your kid who is ADHD, a neighbor who has a drinking problem or a wife you’re afraid to come home to because depression has led her to stay in bed all day.

The bad news is that mental health issues affect each and every one of us, whether we admit it or not. The good news is that most mental health illnesses are treatable. So it serves us all to get a grip on what keeps us emotionally as well as physically healthy. No time like the present, I say. October is not only Breast Cancer Awareness Month, but Mental Health Month as well.

A great place to start in understanding what’s at stake here is Mental Health America. This national organization, with local chapters across the U.S., has long been devoted to education, advocacy and service for more than 100 years. Go to http://www.liveyourlifewell.org/ for a self-assessment of how stress alone impacts how you feel, and how you deal with those around you.

With a better understanding of the issues surrounding mental health, it’s easier to be an advocate for needed policy changes and community initiatives. It’s also easier to start those awkward conversations about getting help for people you care about and, ultimately, erasing the taboos of yesteryear so we’re all more productive.

Take a bit of time to assess your mental wellbeing and that of those around you. And then seek help if needed. Those panic attacks or sleepless nights worrying about things you can’t control might just disappear.

Newsworthy or not? A look at Japanese business and trade media

 By Baley Phelps, AE, Houston


This week more than most, I’ve been feeling the love from the global Edelman network. Here in the Southwest region (Houston, Dallas and Austin) we often call on each other for assistance and expertise. But this week we’ve been doing early morning and late night calls in order to coordinate with our colleagues on the opposite side of the world (…”hold on, are you sure we dial that extra zero?”).

Last night we had a call with Edelman Tokyo regarding the business and trade media landscape in Japan. As a public relations professional (in the crazed and fast-paced agency world), the one—and only—thing that is consistent about my job is the steep learning curve. Our call with Tokyo last night was no different. I work with the media on a daily basis, so I am already well aware that newsworthiness is in the eye of the beholder. Last night, I got glimpse of what exactly that means for my Japanese counterparts.

In the B2B space in the U.S. we often hear about office openings, ribbon cuttings and groundbreakings. It’s not uncommon for organizations to host large media events when they complete construction on their new office building or finish up an expansion project at one of their manufacturing facilities. Stories like these appear in the business and mainstream media multiple times a day (in fact, the search term “ribbon cutting” garnered 3,700 Google News results for the past 24 hours alone). This, however, is not the case in Japan.

In Japan, these media events don’t interest local reporters. Instead, business and trade publications are more attuned to “konshinkai,” informal get-togethers with company executives. These get-togethers include a short presentation followed by the chance to network over drinks and snacks. This is great news for us—clients generally appreciate the opportunity to interface with journalists in a more personal setting and are happy to use a presentation to drive the conversation.
Here are a few more eye-opening facts about the Japanese media:

• In Japan, journalists are most often “generalists” as opposed to “specialists.” Unlike in the U.S., where journalists may spend 10 or more years covering the same beat, Japanese journalists usually rotate between beats every 2 to 3 years.

• Because these journalists are generalists, stories tend to be driven by facts and figures rather than analysis. Consider providing a fact sheet with stats about your company and its impact in Japan.

• On that note, APAC ≠ Japan! Japanese journalists are off put by the assumption that an Asia-Pacific story will be appropriate for a Japanese audience. Companies need to make sure that the story relates specifically to economic impact in Japan before pitching it to the local media.

• Finally, (and this might seem pretty elementary), translate! English-speakers abound in Tokyo, so it may be easy to overlook the language barrier. Don’t. Have all your materials professionally translated and hire an interpreter to assist during interviews and presentations.

With these tips in mind, sensei, you are ready to take on the Japanese media. Thanks for reading and sayōnara!

English as a first –and second—language

By Danielle Allen, Senior Vice President

When I accepted a short-term assignment in London, I was thrilled, not only to be escaping the white-hot Texas summer while in one of the world’s best cities, but also about the ease of the cultural integration based on our shared language.

Soon, rings of “Cheerio!” with faux British accents showered upon me. In the days that followed, one particularly popular conversation centered on the topic of British-isms I was likely to encounter. It was an entertaining pastime, and one that didn’t dulled during my three months there.

Upon arrival in Blighty, I knew the basics... I’d be living in a flat, taking the Tube, subbing in “-ise” in place of an “-ize.” Sprinkle in a few “bloody”-s, “fancy”-s and “God save the Queen!”-s, and I figured I was in business. I had a lot more material to learn, as I uncovered new gems daily.

My first week was an onslaught of new terms, learning of “forecourts,” known to us as gas stations. At the coffee shop, I stood in the “queue” as I waited to place my order for my “take away” latte. I was disappointed to learn that even in May, I would need to wear a “jumper” (sweater). Surprisingly, the characteristic British sarcasm was not in play when they described a government plan as a “scheme.” Math transformed to maths and sports to sport in British-speak. And, I was most disappointed to learn that no one actually says “Cheerio!”

Being a lover of food, I was fascinated by the culinary linguistics. From Asian cookbooks, I was accustomed to seeing coriander for cilantro, but rocket? I saw it on menus everywhere. After a taste test and some Googling, I learned it was arugula. Fries are known as chips, chips as crisps, and cookies and crackers are referred to as biscuits. Desserts are often generically called puddings. In Edelman’s office canteen, they served a signature daily “jacket” potato (baked potato). Lovely courgettes—zucchinis—were in season while I was there, turning up in abundance.

After a fortnight, I began to sink my teeth into the nuances of British grammar. When you tell Brits a sentence needs a period at the end, it will completely baffle them, just as it does us when we hear “full stop” is the punctuation-of-choice. The comma seems to show itself as infrequently as the sun in London. On correspondence, no comma—nor any punctuation, for that matter—follows the salutation and closing.

Lest you think this is uniquely an American pastime, have a look at this recent BBC article entitled “Americanisms: 50 of your most noted examples,” deplorable as they are.

Ta!

Helen Vollmer’s POV - Unheralded Heroes:Teachers

 By Helen Vollmer, President, Edelman Southwest

It’s clear that education in this country needs an overhaul. Just look at Texas, where according to the Texas Comptroller of Public Accounts, we rank 49th in verbal SAT scores, 36th in senior graduation rates and 33rd in teacher salaries. Unforgivable. But while governmental budget deficits and antiquated policies and teaching methods are widening the gap in what needs to be done to reform schools versus what is achievable, I’d like to stop a minute to thank teachers, past and present, as unheralded heroes.

There are very few among us that when asked, “Who made a difference in your life?” can’t point to a teacher who gave us new direction, inspiration and knowledge.

For me, this was Mrs. Baker who in 2nd grade recognized I needed glasses to see the blackboard, Mrs. Sparham in grade school who instilled self-confidence, and high school’s Mrs. Zuschlag who infused me with a love of Latin American literature and a more global world view. Thanks also goes to Bernard Leskowitz, a Radio-TV Professor at UT at the time, who encouraged me to write via seriously critical reviews of my work. They may not remember me, but I remember them and how they changed the course of my life.

For more than a decade, I’ve worked with education clients to help them and their institutions - whether at primary, secondary or university levels - find their voice. Teachers, at their best, are mentors and guides who lead us down new paths and force us to find the best in ourselves. And while there are those in the classroom who clearly shouldn’t be there, all professions are touched by the incapable or, almost worse, the simply mediocre. There are plenty of educators who are gifted and exceptional. Teachers, as a profession should, on the whole, be revered and treated as the leaders they truly are.

The education system may be broken, but the fault doesn’t lie necessarily with teachers. The fault more appropriately lies with all of as community members, students, parents, and individuals who too easily find blame but don’t step up to the plate to be change agents. If we support teachers and the challenges they face every day in the classroom by ferociously advocating for reform with our elected and appointed officials as well as with local school boards and administrators, then teachers at least have a chance to focus on what’s truly important: making our children knowledgeable, well-rounded and productive citizens.

One last shout out—to my mom, Helen Dromgoole Vollmer, and her mother, Helen Deermont Dromgoole- who were amazing classroom teachers but as great life lesson coaches, instilled a love of learning in me and my siblings. Well done, ladies. It’s time to pay it forward.

Strong Communications and Public Engagement Key to Effective Education Reform

 By Marni Futterman, Vice President, Chicago

For the countless Americans interested in revitalizing our nation’s public schools, the current back-to-school season certainly is heralding an exciting time.

In Chicago where I reside, our new Mayor Rahm Emanuel, who has made public education a top priority, and his new schools chief Jean-Claude Brizard, will begin their first school year leading the nation’s third-largest school system when students return on September 6.

In a May 3 article by the Chicago News Cooperative shortly after he was named head of Chicago Public Schools (CPS), Jean-Claude Brizard spoke about his goals for CPS, including “raising graduation and literacy rates, improving communication with parents and teachers, and enforcing accountability of principals.” He also emphasized the importance of “send(ing) the right message to the community.”

I commend Brizard for acknowledging the central role effective communications and public engagement plays in improving our public schools. Too often, in light of the myriad financial and political challenges they face, education leaders neglect inadvertently the critical task of fostering an open dialogue with parents, teachers, principals, union, business and community leaders, and the community at large.

But what’s the best way to go about communicating these complex issues to diverse audiences? In my experience counseling districts around the country about education communications, it’s important to work from the inside out. From a communications perspective, the first task of a new district leader must be to build a rapport with current teachers, principals, parents and union leaders. One of the best ways to do this is through asking for their input and truly listening to their thoughts and opinions about both challenges and possible solutions. The next step is reporting back to them on what was learned from these conversations, both the positive and the negative, and sharing how their opinions and ideas will be incorporated into the district’s action plan moving forward.

It’s also critical to engage business and community leaders in the dialogue about how to improve our schools. By creating opportunities for them to get involved, through ongoing volunteer leadership roles as well as forums and events, education leaders can garner much-needed financial support and creative ideas from those with experience in other disciplines.

Finally, it’s important to make the broader community aware of what’s happening within our schools. One way to do this is through local and national events that inform and engage the public around specific education issues. Traditional and social media also serve as critical conduits for telling education stories to the community. Too often, media coverage of our schools focuses on the controversial and confrontational. What’s needed is a much more intensive – and effective -- communications drive to illuminate and celebrate the student-achievement programs that succeed. State and district leaders can do this by highlighting to the media the data that illustrates initiatives that are working, as well as by leveraging the voices of teachers and principals in the classroom to share their personal success stories. In addition, it’s important that school systems tell their own story effectively through their websites and the social media channels where their constituents are already engaged.

This collaborative approach to communications can go a long way toward building a school system and community with a shared commitment to and concrete plan for transforming our schools and providing our children with a high-quality education.

Wise Mentors

 By Harlan Loeb, Edelman US Director, Issues, Crisis & Risk and Northwestern Law School Professor, Crisis Litigation & The Court of Public Opinion

The ancient Roman philosopher Cicero wrote that the Greek philosopher Socrates “brought wisdom down from the heavens and into the households.” In today’s volatile global markets and political landscape that are sparking great instability and crises, we need modern sages like Socrates.

In recent years, rather than look to wise mentors or perceptive counselors, our instinct has been to thirst for anything that will cool down a hot spot. So when we examined the most recent bleak jobs report, we took solace that it wasn’t as bad as expected. We didn’t look for those who could offer longer-term answers for making real progress on the job front. Instead, we favor functionaries to provide a process that makes us feel that any motion we sense is real progress – even though it simply delays the inevitable.

Where are smart and sharp mentors to help us think broadly and dynamically? The astute advisors who recognize that solutions are a function of insight, planning and hard choices that frequently involve conflict. Those who can provide a safe platform and permission to explore, test and hypothesize with results that no other relationship can duplicate?

Why Mentors are Necessary

Let’s be clear why they’re needed: They can stabilize our emotions and help us channel our thinking into constructive engagement. Examples of these difference makers abound throughout history. Often they provide their guidance quietly and without fanfare. They offer it not just to presidents and politicians but to CEOs as well. They make a difference that others, often those closest to the particular leader, could never provide.

We saw a good example of that this past year when the movie The King’s Speech captured the astute wisdom that speech therapist Lionel Logue employed to help England’s King George VI overcome his stammer and regain his voice and stature. Logue’s wisdom extended well beyond speech therapy.

In industry, Warren Buffett credits famed investors Ben Graham and David Dodd for serving as mentors to him when they taught him at Columbia University. Their guidance forever changed the multibillionaire’s life. And Irene Rosenfeld, chairman and CEO of Kraft Foods, looked to a working mom, Jane Goldwasser, for advice and for providing good examples in Rosenfeld’s early days at General Foods, which later became a part of the Kraft family of brands. The wise counselor Goldwasser would take off her little bow tie (because they wore suits with ladylike bow ties in the 80s) and say, “Let’s get this done.”

Why We Need Them Now

I’m not talking about heroes here. A hero is admired for courage or noble qualities. A mentor is a trusted counselor or guide, much like Mentor in Greek mythology who served as a trusted counselor to Odysseus and educated his son.

Who are the wise advisors to our president and to his GOP presidential rivals? Who are the respected counselors to House and Senate leaders? These aren’t the political strategists who rarely put aside petty politics to truly consider how to deal realistically with critical economic, financial and social issues. Issues that must be dealt with now and not until after the next election. Who are those men and women distinguished for offering wisdom and sound judgment?

Lest you consider this philosophical piddle, let me conclude by emphasizing that it’s in times of crisis that the advice from a wise sage or two is most necessary and invariably our clients turn to us. We can serve as invaluable internal crisis communicators who decision makers listen to and respect. After the recent tumult to our markets and our mindset, when more crises seem to emerge daily, it seems vital to look for and listen to mentors who can make a difference.

Back to School No More!

 By Erika Briceno, AAE, Dallas

This school year marks the first time in twenty years that I am not taking part in the first day of school. As a recently nationalized American, I can’t help but think about the current state of the public education system in the country I now call home.

I grew up attending school in both Latin America and the U.S. This experience provided me a unique perceptive, as I always found it mind boggling to think about the learning disparities from one U.S. public school to another.

The way I described this to my family back in Venezuela was by quoting Dickens (my favorite author), “It was the best of times, it was the worst of times.” For such an elaborate and successful public school system, the learning gap is too wide, and the best of the system can be overshadowed by the worst. In the Dallas public school system, there are two extremes that reflect this dilemma: a top fifteen school and a school with the seventh highest dropout rate in the country.

Growing up in Venezuela, it felt like everyone attended a private school and, in actuality, everyone around me did. In Latin America, public school systems hardly exist and, sadly, the average student drops out by the fifth grade.

When my family moved to the U.S., after reading so much about the gap in education mainly by the U.S. Hispanics population in public schools, my parents choose to enroll me in private education. This was clearly a generalization, as not all Hispanic students fall behind in public school, but it is a frightening statistic.

For a Hispanic migrating to the U.S., being held back in school is not something you want to take a chance on if you can prevent it. It’s hard enough to deal with making new friends in a foreign place, learning a new language and adjusting to new customs and cultures.

It is unfortunate that in most of Latin America, private schooling is usually the only path for those that seek higher education, thus it is hard for many of us to part from our preconceived notions.

It is also unfair to compare public education between the U.S. and Latin America. However, it is not unfair to question the reason for the education gap in public school districts across the U.S.

When deciding my post graduate career path, I considered accepting an offer with Teach for America, an organization that works in impoverished public schools to provide every child with adequate education. It is programs like this that help bridge this education gap in the public school system.

For many Hispanic immigrants, private school is not an option, thus it is important that public schools have the adequate resources to ensure that all students, regardless of their nationality, do not fall behind and add to the U.S. learning gap.

Although my “back to school” days are behind me now, I’m thankful to have had such a diversified educational experience. One that has helped shape my career path and sparked my passion for education.

My Summer at Edelman

 By Blake Manfre, Summer Trainee, Dallas

When I first started out at Edelman, I was terrified. The night before my first day, I thought I would be thrown into the fast paced public relations agency life, and all of my coworkers would quickly realize I was not suited for this type of work. Of course no one knew this as I tried my best to remain calm and confident to my friends and family who were so proud of me for interning at PR Week’s “Agency of the Year.”

On my first day, I dressed in slacks and a freshly-ironed shirt ready for my first attempt at the cruel professional world. On the day that I had built up so much in my head for, I folded clothes. As anti-climatic as it was, a huge weight was lifted off my shoulders, and the pressure I had put on myself slowly faded. I was not thrown into a cruel world; rather, I was eased into the professional life and guided through everything that I did.

One of the first things I learned here at Edelman before all of the media lists, the email pitching and the infamous all day meeting was to take baby steps and have realistic expectations to grow as a professional as well as a person. I wasn’t going to become vice president overnight, but I still felt like if I made a mistake, it would be the end of days for me. Making mistakes is human nature, and we are really tested by how we handle those mistakes. Working here has helped me realize this over time, and although I have a long way to go until I get a paycheck instead of snacks and coffee, I feel like I have a strong foundation for moving forward.

My time at Edelman has taught me so much about public relations as well as many other life lessons that go beyond 9-5. It can be long and unglamorous at times, but internships allow students to contribute to real meaningful work, which is something rarely found in a classroom. I could not put a price tag on what I have been taught here (unless you count my gas bill), and for that, I would like to thank everyone who has put time and effort into helping me grow during my short time here in the Dallas office.

How do you define success?

 By Lori Martin, Vice President

That’s a constant question with continually evolving answers in our offices. Each client has its own goals and objectives and defining what success looks like can vary from increasing Facebook fans to that above the fold article in the newspaper (yes, people do still read the newspaper)!

So what does success in Houston look like this month? First, and totally not-client related we haven’t melted in this unforgiving hot summer heat - yet!

Second, Comcast continues to geographically launch its new XFINITY program, and we’re working in tandem with the Comcast to help communicate this change. For some, saying goodbye to the analog and bunny ears and hello to a digital set top box or digital adapter can be overwhelming and confusing. So, as we do with all our clients, we asked, “What does success look like for Comcast in the Houston region?” The answer: Delivering more HD, more On-Demand at a better quality that ever before and communicating this change with our customers in a concise and easy to understand way.

Have we achieved success? We think the proof is in the pudding. - http://galvestondailynews.com/story/248414

Walk a Mile...or 60..in Our Shoes

 By Carolyn Mayo, EVP and General Manager, Edelman Houston

Edelman is once again fielding a team to participate in the Susan G. Komen 3-Day for the Cure. Yes you are reading this correctly – 60 miles in 3 days. Our 22-member U.S. team will be walking September 23 -25 in Washington, D.C. Edelman Southwest will be represented by yours truly from Houston and Sarah Hoffman from Austin. Have we lost our minds? Maybe, since neither of us would actually ever describe ourselves as athletes. But since our team was announced in May, there are a few things we’ve learned.

• Training for an endurance event is not just a walk in the park. It’s many, many long walks in the park. So far, Sarah and I have walked more than 300 miles. With each week, the distance grows and there are miles to go.

• People can be passionate about their footwear. And their socks: Wright Socks, Thorlos and SmartWool all have avid supporters who can – and will – expound upon the pros and cons. Did I mention they are expensive?

• Houston has a bad rap in the exercise department. I can personally testify there are amazing walking trails and parks all over town, not just at Memorial Park. Check out Buffalo Bayou or Terry Hershey Park sometime.

• Walking is not only good exercise. It provides lots of other side benefits. You can lose weight, feel better, have more energy and reduce stress. Sarah and I have enjoyed quality time and great conversation with family and friends. Sarah’s 19-month old daughter is a regular companion on the neighborhood trails in Austin.

• Wildlife abounds. I’m not referring to Houston’s pubs, clubs and restaurants. It’s the early morning variety that has been a delight. Rabbits are everywhere and the cardinals have been gorgeous.

• GU is not just something you avoid in the street. It’s actually highly concentrated fuel to keep your energy up. Personally I’ve found the chews a better choice than the thick gel, but to each his or her own.

• I’m not sure if the thought of walking 60 miles or the reality of camping in tents with no electricity is more daunting.

• In the past 25 years, the incidence rate of breast cancer has risen approximately 30 percent in westernized countries. Somewhere in the world, a woman dies from breast cancer every 69 seconds. I am a five-year survivor. My mother was not so lucky.

• Fundraising is a part of the deal and not ever as easy as you think it will be. In 2008, the Edelman team raised more than $77,000 to help fund ongoing research for a cure. Each participant in a 3-day walk must raise a minimum of $2,300 – but to top the 2008 contribution, the Edelman “60 Miles or Bust” team needs to raise much more than the minimum.

So here’s the pitch. If you are moved to walk a mile in our shoes, please contribute by going to our personal pages on the Komen 3-Day website. The “ta-tas” and our tootsies will thank you!

Carolyn Mayo: http://www.the3day.org/site/TR?px=6012111&pg=personal&fr_id=1623&et=-bkR5g9Ajky15jPVZp1a9Q..&s_tafId=478515

Sarah Hoffman: http://www.the3day.org/site/TR/2011/WashingtonDCEvent2011?px=6011966&pg=personal&fr_id=1623

See you around town and on the trails,

Carolyn Mayo,
EVP and General Manager
Edelman Houston

The Communications Doctor Is In

 Helen Vollmer, President, Edelman Southwest

In a digital world, you still need old-fashioned people skills. I recently learned that many medical schools (Stanford, Virginia Tech, UCLA among them) are now including brief interviews (MMI or multiple mini interview) demonstrating social skills as part of their admission process. No longer are test scores and grades the sole barometers of who will be treating you in the future.

Questions asked are designed to assess how candidates think on their feet, how willing they are to participate in teams and how well they listen, empathize, as well as respond when someone disagrees with them. Why are these traits important? According to a recent New York Times article (nytimes.com/health) a survey by the Joint Commission found poor communication to be among the leading causes of medical errors, which cause as many as 98,000 deaths each year.

In short, it would seem that good communications skills are as critical in the medical field today as they are in the business world or in personal relationships.

In fact, from Harvard to Howard, most MBA schools now have specific communications courses integrated into curriculum. Several universities offer dual degree programs, such as John Hopkins’ MA Communication/MBA.

Digital communications skills and knowledge are now a huge part of how we engage with those around us. And that’s a good thing. But our abilities to effectively use hybrid, owned and social media should be complementary to, not a substitute for, the depth of understanding that comes from a handshake, a question in response to listening carefully, a well placed pause for emphasis, or a change in tone to indicate displeasure or approval.

I’m an advocate of “eyeball” meetings whenever it’s possible. You know what it’s like: being in the same room, watching a situation unfold with a bit of give and take. And then comes that moment of realization that you are moving down the same path together or you are still miles apart with differing points of view.

So as we all hone our digital communication skills, let’s not forget the importance of a good bedside manner or the value in a well-turned phrase that’s shared verbally. It’s what the doctor ordered. Take one eyeball meeting and two RSS feeds and call me in the morning.

On the Level: Where are you?

 By Meredith McKee, Account Supervisor, Consumer

Check out Edelman’s new tools BlogLevel and TweetLevel – available to anyone for free – and find out where you rank on Twitter and in the blogosphere.

Developed by Edelman staffers, these tools track bloggers and tweeters from around the globe and score them according to influence using 40 different metrics. People with the highest rankings are those who have unique ideas and engage their followers by providing informative and relevant content.

It’s addictive to use, and very helpful, as you can find the most influential people on a particular topic and even see how influential your own Twitter or blog are. As someone who works with travel clients – I’ve looked up everything from travel, business travel, airlines, hotels – and even more specific to destinations. Cross-referencing these tools with other sources you can be sure you are engaging with the right people on Twitter and blogs.

Give it a spin yourself. Not sure what to search for first? Tweetlevel yourself…it’s like Googling yourself.

Digitally Dialed-In: Social Media for Communicators

 By Alison Cox, Vice President, Corporate

I’ll start with a confession – in this always-on, always-connected, 140-character-or-less world, I’m still a fan of RSS for certain things. When it comes to PR and media news, I like having the content available to read at my convenience, without having to worry that I’ve missed something buried in my social feeds. So having said that, here’s what’s on my must-read list for communications pros:

• Richard Edelman’s 6 A.M. – Not just a blog about industry matters, our CEO also shares pictures from his travels and occasional personal stories.

• DiResta the Law – Tony DiResta, the Word of Mouth Marketing Association’s general counsel, provides insight and explains implications of FTC rulings and guideline changes for communications professionals.

• Romenesko – A collection of media industry news, commentary and criticism, this busy feed and Twitter handle (@romenesko) will keep you in-the-know about the business of media.

• Richard Prince’s Journal-isms – It’s online now, but it’s not a blog; he still calls it a column. Published three times a week, Journal-isms provides a round-up of hot topics in diversity news – everything from issues coverage by mainstream media to leadership and talent changes at national media outlets.

• Uncle Barky’s Above the Fold – Ed Bark’s site provides network show reviews, local Dallas/Fort Worth broadcast criticism and a Back Channels [link: http://www.unclebarky.com/back.html] section that spotlights relevant articles from his 26-year run as the Dallas Morning News’ TV critic. During sweeps months, he provides daily updates on overnight Nielsen numbers.

What’s on your must-read/must-follow list?

Through the Eyes of a Digital Trainee

 By Maria Albert, Trainee, Edelman Digital

Before my first day as a trainee with the Edelman Dallas Digital team, I really had no idea what to expect. I had heard “internship stories” from friends about organizing endless cabinets or seen interns in movies skip the Starbucks line to get the perfect latte for their boss, but nothing could prepare me for the most intense and incredible summer of my life.

At first, I did feel a bit overwhelmed when I learned that we would be managing twenty social channels and engaging daily with millions of fans across all of Latin America and the Caribbean. I kept thinking to myself, “It’s just Facebook and Twitter, how hard can it be?” But if there is anything that I learned this summer, it is that being a part of Edelman Digital is much more than that.

Every day was an adventure full of surprises, challenges, and excitement with events going on in different countries, constantly creating content for new campaigns, and engaging with fans. I never knew what was going to come next.

One of the things I loved the most about my experience working with the Dallas Digital team is how diverse and complex the audiences are and how we managed to engage with them in such a personal and culturally specific way. Sometimes people tend to generalize Latin America as just one audience that speaks Spanish, but I have learned that every country has its own personality and separate relationship with the brand, and that you must engage with them accordingly.

It was an honor working with the Dallas Digital team. I learned so much from each one of them. We were scattered all across the globe but we managed to communicate, stay motivated, be supportive, all while having some good laughs. It was very inspiring to see how we never settled, never stayed still, were always raising the bar and looking for ways to improve and innovate the way we engaged with our fans. This is why it only took me a day to realize why Edelman is number one in the world and why this is an experience I will never forget.

Milking Your BFF For All It’s Worth

 By Helen Vollmer, President, Edelman Southwest

Elsie the Cow and her bovine husband, Elmer, of the Borden’s brand knew something that until now we humans didn’t. According to a new report on animal behavior that I read about (www.earthweek.com) this weekend, cows make best friends within a herd. Yep - cows have BFFs. And, apparently, if separated from their buddy, they become stressed and can produce less milk.

“When heifers have their preferred partner with them, their stress levels in terms of their heart rate are reduced compared with if they were with a random individual,” says doctoral student Krista McLennan of Britain’s Northampton University.

All of which begs the question: if this is true of cows, how much less productive are humans when separated by those they love or like a lot? From real warriors in the military to road warriors taking care of business, what is the impact of leaving your best friend behind? Holy cow! This could be huge in terms of making us all more effective and efficient in our jobs.

Clearly, we can’t all be joined at the hip all the time. But efficiency experts do tell us that working in an environment that is enjoyable with strong relationships and a feeling of mutual trust does boost morale and improve productivity. In fact, The Great Place to Work Institute (www.greatplacetowork.com) which annually conducts Fortune Magazine’s “100 Best” list believes that the defining characteristic of a great place to work is a culture based on trusting relationships. In a high trust environment, people cooperate and collaborate, leading to positive interactions and higher profits.

All this time, I thought those cows searching for shade under a big old oak tree were just hot. Now I know that it’s really their version of a conference room where they’re collaborating on how to take over the round up. Just proving that cows are a lot smarter than I ever gave them credit for and we humans have a lot to learn about how to reduce stress.

Friday Five: A Full Serving of Foodie Insights, Fresh from BlogHer Food ‘11

 By Ashley Whitlock, Senior Account Executive, Edelman Digital

The third annual BlogHer Food conference was held last weekend (May 20-21) in Atlanta and was attended by nearly 500 bloggers. Edelman’s Food and Nutrition Practice also attended the conference through the practice’s co-sponsorship of the Closing Party and onsite support of several food clients.

Like past BlogHer Food conferences, this year’s event was full of high-profile industry speakers (David Lebovitz, David Leite and Laurie David to name a few), engaging sessions and insights into the world of food writing. This week’s Friday5 recaps five “foodie” themes from the weekend. For additional insights and details, you can find the full agenda on BlogHer’s website, along with live blog posts from each of the sessions.

1. The New Generation

The Kitchen Generation bloggers, Lauren McMillan, Kamran Siddiqi, Tessa Arias, Elissa Bernstein and Hannah Queen, shared what it means to be a food blogger as part of a digitally savvy, up-and-coming generation. The panel of teen bloggers, who each have individual blogs as well as their shared community, “The Kitchen Generation,” voiced their personal experiences growing up as writers at the intersection of digital and “real” life, and described how blogging has shaped their thinking and future plans. A lot can be gained from their perspectives on how a new blogging generation is “keeping it real – with guardrails,” while they publicly share their journey to find individual boundaries in a digital world, build networking skills – online and offline – and discover how cooking and blogging can, and will, influence their education and career decisions.

2. “Every issue I care about crosses my dinner plate”

Emphasized in several sessions, family dinners are not just making a comeback – they are viewed as mandatory for both personal and family health. As we’ve seen in our Field to Fork research series, consumers have a complex relationship with food and are often looking to food to meet a variety of needs. Food should provide a social experience, nourish and improve personal health, and in this case, enhance family health. Leading the charge for healthy, relational dinner moments, Laurie David, author of “The Family Dinner,” makes the point that “healthy” is not just what you eat but it’s also about your attitude. In the face of longer work hours, digital distractions, after-school activities – all of which make it challenging to align family schedules – making shared mealtimes a priority for the family, even if it’s not every night, is the first step.

3. Fresh and Natural are Mandatory

Not surprisingly, panelist and attendee sentiment was favorable towards fresh foods, farmers’ markets and anything not seen as “processed.” Food blogger Melissa Lanz told attendees that her strategy for family meals starts with shopping at the Farmers Market on Saturday. As food bloggers seek to arm themselves with the latest food knowledge to protect and nourish their families and readers, there is a strong desire to advocate for healthier foods away from home. Additionally they’d like to be vocal with schools and organizations regarding activity and sports schedules that interfere with family dinner. Generally speaking, they attempt to leverage the power of their blogs and collective voice to advocate healthy changes on the food scene that are perceived to be healthy.

4. The Business of Blogging

Food bloggers are a new generation of food writers and are actively searching for new ways to stay competitive, gain influence and, for many, monetize their blogs. Attendees were vocal about the need for a wide range of food, writing and digital skills – evidenced by the popularity of sessions focused on food photography, recipe writing, policy and regulation, digital networking and new methods for applying mobile technology, and the digital acumen of panelists like Alison Lewis, Carolyn O’Neil and Sara Kate Gillingham-Ryan.

On quite a few occasions, sessions primarily focused on skill development and resource sharing turned to the ways brands could support a blogger’s growth through mutually beneficial relationships that offer research and resource sharing, educational sessions and access to subject matter experts (e.g., dietician boards).

5. Failure – and Growth – Are Part of the Journey in the Kitchen and on Blogs

Many bloggers expressed that it’s okay to fail in the kitchen and on a blog, because that’s the only way to learn and grow. For bloggers, every piece of work is documented for all to see, and it was not uncommon to hear bloggers express disapproval when looking back on their early blogging days (perhaps the pictures were blurry or the content lacked the same substance it carries today). While a lot of bloggers expressed a temptation to delete past work, they said they leave it as a representation of where they’ve come from and how much they’ve grown.

There is not one solid description of a food blog, nor is there one type of food blogger. As food bloggers individually and collectively try to find their niche in the blogosphere and the food space, each can share stories of individual struggles. In addition, they can forge mutually beneficial relationships with brands that don’t dilute their personal brand equity and share their story in a public-yet-professional way.

What trends are you seeing in the food blogging space?

Note: This post is taken from the Edelman Digital Friday Five blog and originally ran on May 27, 2011.

What Would You Give Up to Travel This Summer?

By Meredith McKee, Senior Account Executive, Consumer

When summer rolls around I try to go on as many vacations as possible to escape the Texas heat! And the annual AAA summer travel forecast reveals that I’m not alone. According to the study, Americans are traveling this Memorial Day no matter what, with an estimated 34.9 million travelers hitting the road over the holiday weekend.

Despite high gas prices about 30.9 million people will drive over Memorial Day weekend where the 2008 report revealed that gas prices kept many travelers at home. AAA’s study also found that just fewer than 3 million would take to the skies for the holiday weekend, an 11.5 percent increase year over year, despite the 14 percent airfare increase.

AAA is saying people are giving up other budget items so they can make their travels happen. I would rather travel than do most things. So I’m watching my shoe budget (I know this is shocking) and going on vacation. And remember there are still plenty of ways to save on travel. Here are just a few:

• New Airlines Coming to Town – Check your local airport and find out who’s new. They maybe offering special incentives or deals to kick off their business in your market. For example, Virgin America just landed in DFW and is now flying to LA and San Francisco. Virgin has been great at keeping pricing competitive, and they offered a Groupon for $100 off a flight. And Qantas just started flying out of DFW as well. Trip to Australia anyone?!

• Booking Tips – Book an opaque hotel, like Travelocity’s Top Secret Hotels, where you don’t know the name of the hotel until you have booked. This is an easy way to save up to 55 percent on your hotel bookings. Also, consider booking a vacation package where you book your flight and hotel at the same time. You can save a lot of money and you still get to pick your flight and hotel so there is no reason not to do it. You may even have some cash left over for vacation souvenirs!

• Staycations Sound Lame, But… – I’m in two weddings back-to-back this summer. This was going to cut into my travel budget big time with all of the dresses and showers until I realized that the wedding rate for the Ritz Carlton Hotel was so cheap there was no way we could not turn it into a staycation. Thinking of vacations a little differently has landed my friends and me poolside for a weekend.
  
  

So where are you going this summer? And what are your savings secrets? Let us know!

Making Connections about More than the Same Old Dog & Pony Show

By Mary Kate Smither, Vice President, Consumer

As PR professionals, we at Edelman know firsthand that vying for the media’s attention on behalf of our clients can sometimes be a challenge as they are inundated daily with phone calls, emails and, these days, even tweets, requesting their attention. I was reminded recently when we hosted a media tour for 10 journalists on behalf of our client Uptown Dallas Inc. that, in this sea of constant information, face-to-face time can often still provide a great means for making connections.

What I know too is that media aren’t the only people who are inundated with information these days – we all are. And it’s equally as important to find the time for in-person interaction with all of our audiences, whether they are brand stakeholders, business networking colleagues or community leaders. These people all have the ability to act as your brand advocates, and by connecting with them, you not only get the chance to share your messages, but also to learn valuable information and receive feedback that can help your brand as well.

Whether you’re planning to host a group of media, get together for a quick cup of coffee with clients or arranging a larger event to tout your brand, here are a few things to remember:

Know Your End Goal(s): Figure out what your goals are. Are you trying to launch a product, develop a new audience, refresh your brand, or reconnect on a different level with someone you might interact with regularly? By taking the time to determine where you want to end up, your path for getting there will be even better laid. You may find that small get togethers are more effective than a larger event for achieving your end goal or vice versa.

For example, we knew we wanted to help our media contacts feel excited again about Uptown to help generate new story ideas and to view Uptown Dallas Inc. as a resource about the development of the city. So, in a quick hour and a half we did this by making a point to showcase Uptown from a new point of view in a way our audience had never seen it before – aboard one of the neighborhood's historic McKinney Avenue trolleys.

Choose Your Audience(s): Because our goal for Uptown Dallas is to help educate Dallas area residents and visitors about all that Uptown has to offer, including great shopping, dining and real estate, we focused on connecting with Dallas lifestyle media. We knew that these folks all had the common bond of helping their readers find the best offerings in Dallas to enhance their lives, but what made them the right mix was their varying interests in areas like dining, nightlife, travel and fashion. The point was to include a mix of people whom we knew would enjoy each other’s company, but were different enough to have their own experiences to take away.

Make It Different!: Don’t just trot out your same old dog and pony show. Whoever you’re meeting with or inviting to your event may already be familiar with your brand; this is your opportunity to show them something that makes you new again in their eyes! So do something different, whether it’s a simple as picking a unique venue or adding a fun twist to your presentation that makes the event more interactive.

While every single person on our media tour had certainly lived, worked or enjoyed Uptown’s venues at some point or another, hosting our event aboard one of the district’s historic trolleys (one recently turned 100!) definitely created a fun atmosphere that most had never experienced before that day. The trolleys, which are unique to Uptown, gave us the opportunity to keep our audience captive, while also keeping the event moving (literally!) and showcasing all that Uptown had to offer, including visits from neighborhood chefs, food and wine tastings, stories from local legends and, of course, the sights and sounds of the area.

Whether you’re getting together with five people or hosting 500, creating face-to-face connections with a variety of audiences can provide great opportunities for listening, learning and, ultimately, growing your brand.