A New Image: Cultivating Culture & Class in America

Public relations campaigns are everywhere and everyone seems to be a part of them. Whether for a political campaign, club opening or even a new product line, they seem to surround us and remain an integral part of the public relations world. While PR campaigns seem to play a vital role in the futures of politicians, celebrities and even Fortune 500 companies, maybe the one most in need of a PR campaign and image overhaul is a significant global power and world leader that we are all-too-familiar with. It may be considered a substantial undertaking and even unnecessary to some, but perhaps the “one” in need of a new image is our own country- the United States of America.

I had barely recovered from jet lag and only tasted a few bites of my first wiener schnitzel in Austria this summer before I was slapped in the face. No, I was not slapped by an angry Austrian man sporting lederhosen who suggested I drink more “house beer,” but rather by reality, and the reality was this: the Europeans were more consciously aware of the daily happenings on Wall Street or in the Senate than most Americans. They blew me away with more statistics, figures and opinions than I could ever imagine and wanted to discuss politics wherever we went. It did not matter if we were at a downtown café drinking cappuccinos or hiking in the Alps, they wanted to talk about our life, culture and political scene whenever I would allow it. While this knowledge and curiosity piqued my interest, I was left to answer some unsettling questions, but one stands out in my mind.

"Why are you bothering to learn a second language?  No one else in the United States does..."

That last question struck the wrong chord with me, especially after considering the fact that I was in Austria studying advanced German. However, it left me wondering: if the rest of the world regards us as dumb, lazy and wasteful Americans (as I was told by many Europeans), why don’t we do something as a country to change this general perception? While a public relations campaign focusing on America’s image might not be considered a high priority on Obama’s agenda with an economic crisis at hand, it might not be such a bad issue to tackle in the near future. What better way to erase the stereotypical image of overweight Americans driving Hummers to McDonald’s than by creating a public relations campaign focusing on educating Americans about literature, art, music and secondary languages?

While the White House is filled with many advisors scurrying about, telling the president what to say and how to maintain his image, perhaps the greatest advantage to any president is not the PR professional, but rather… the president’s spouse.

Let’s look back to the 1960s, a time when the United States was dealing with the Cuban missile crisis and nuclear policy causing rocky relations with France. Despite these troubles, one of President John F. Kennedy’s finest attributes was not his youth or charm, but rather his wife, Jacqueline Kennedy, who acted as a magnificent public relations asset.

President Kennedy was barely inaugurated on snow-covered Capitol Hill in January of 1961 when Jacqueline Kennedy began her White House “transformation” with a goal to make the White House a “showcase for great American art and artists.” Her plan for establishing culture and class in America came into full swing after an official presidential trip to Paris.

While JFK and French President Charles de Gaulle were at odds over the development of nuclear weapons, Jackie was wowing the people of France. Before their arrival, Jackie had the White House press secretary arrange an interview with French national television where she spoke in fluent French for 15 minutes over her love of the arts and Paris. This public relations endeavor proved successful, as Mr. and Mrs. Kennedy were greeted by a crowd of 500,000 Parisians, enthralled and captivated by the “first couple.” Jackie enraptured President de Gaulle, as well, as he later told JFK that she “knew more French history than most French women.”

If the PR world had a hall of fame, Jacqueline Kennedy’s next PR feat would be in it. After her Paris visit, not only did she continue to nurture the relationship between France and the U.S. as the First Lady, she began promoting art, literature and music in America by inviting France’s Minister of Cultural Affairs, André Malraux, to the White House.

Some may claim event planning is not part of the PR world, but Jackie was one woman who could successfully pull off a political agenda and throw a lavish affair flawlessly. Prior to Malraux’s visit, Jackie spent five weeks meticulously planning his visit. She met Malraux at the National Gallery of Art (also a great press photo opportunity) where she gave him her own personal tour and spoke of the international significance of great art.

Mrs. Kennedy united the cultural world that night. In Malraux’s honor, she planned an extravagant state dinner where America’s finest artists, writers and musicians were brought together. As described in Vanity Fair, “The gathering of the most accomplished men and women of the American cultural scene not only underscored Kennedys’ support of the arts, but also demonstrated how adept Jackie was at employing the arts in order to add prestige to Jack’s presidency.”

And the result of such a grand evening? Minister Malraux agreed to make arrangements to have Leonardo da Vinci’s masterpiece, Mona Lisa, brought to America which was the only time France had ever willingly agreed to let their beloved work visit another country.

The arrival of the Mona Lisa began to inspire America and made a lasting impression on Kennedy’s time in office. The masterpiece attracted millions of Americans, engaging and interesting them in art. As Arthur Schlesinger described, it was an exhilarating time in which “Washington engaged in a collective effort to make itself brighter, gayer, and more intellectual. The First Lady was at the center of this new feeling.”

Jackie touched the nation. She spoke superb French, enjoyed the arts, read masterpieces, entertained often and inspired women with her impeccable style and flair. Jacqueline Kennedy established the new American ideal. President Kennedy took his place on the international stage, but he did not do so alone like many presidents of the past. He made his mark on the world with Jackie at his side who acted not only as a wife, mother, and an art enthusiast, but as a diplomat, ambassador and First Lady.

Jacqueline Kennedy is still regarded as one of the greatest First Ladies of our time. And although she may not officially possess the title, she was an exquisite public relations practitioner who not only promoted art, literature, music and other cultures, but also established a new standard of living for the American way of life.

Reinstating this way of life and restoring America’s tarnished reputation should not be hard to accomplish, especially considering that our next First Lady, Michelle Obama, is regarded by some as the next Jacqueline Kennedy. This Princeton and Harvard Law grad is not only well-educated, but she also possesses an innate sense of style, similar to Jackie’s, and could be the chief proprietor in re-inventing America’s image.

Sources:

Vanity Fair's "The Two First Ladies"

Financial Crisis or Moral Crisis?

USA Today recently pointed out that corporate apologies are becoming more and more rare in the face of the current economic crisis. The article argues that CEOs see admitting blame as a sign of weakness, even though the article claims that “In 2004, professors from the University of Michigan and Stanford University found that companies that accepted blame for poor performance in annual reports were more likely to outperform the market the following year.”

The most recent public apology in my memory was when Jose Canseco expressed regret over the effects of his book, “Juiced,” an exposé on steroid use in Major League Baseball. Unfortunately for Canseco, his apology is too little too late. An investigation into steroid use in baseball has tainted the reputation of the sport and many of the players mentioned in his book as steroid users have had their reputations, careers and Hall of Fame chances destroyed by Canseco’s claims.

When will an apology be too little too late for the major firms involved in the financial crisis?

Linda Stomato of the Center for Negotiation and Conflict Resolution defines an apology simply in the Ivey Business Journal article “Should Business Leaders Apologize? Why, When and How an Apology Matters”:

“An apology can acknowledge that an injury or damage has occurred. It may include acceptance of responsibility for the mistake; express regret, humility or remorse in the language one chooses; explain the role he, she or they played; ask for forgiveness; and include a credible commitment to change or a promise that the act won’t occur again.”

Stomato also claims that “Apologizing by admitting a mistake—to co-workers, employees, customers, clients, the public at large—tends to gain credibility and generate confidence in one’s leadership. Acting defensively, on the other hand, undermines it.”

If an apology and a place to lay blame restores trust when made in a timely fashion, would that not restore the missing confidence that is tearing the economy apart?

The issue is, understandably, a legal one for the failed firms. Admitting a mistake may not bode well for the company if legal action is taken as a result of the ongoing investigation into the cause of this crisis. This is where a firm’s values come into play, leaving each one with two options:

1. Apologize, admit any mistakes, accept responsibility and outline a plan that will not allow it to happen again. This option risks future legal action, but holds promise of increased consumer confidence and a resulting upswing in the economy.
2. Don’t apologize, avoid litigation and ride out the disaster.

Should a firm work for the social good or for the avoidance of legal action?

Johnson & Johnson’s apology for the 1982 poisoning of Tylenol made the company a PR legend and gave it a socially responsible image. Steve Jobs’ apology to consumers who bought a higher-priced iPhone when the price was cut and his subsequent rectification of the situation proved that Apple is a consumer-oriented corporation. Apologies in the past have been good things.

When will we see an apology, anyone willing to accept responsibility, for the financial crisis? Maybe never. Maybe too little, too late.

Until then, consumers are left to conjure confidence in the economy from somewhere else, but I have yet to see anything that warrants it.

Jessica A.

Couture, Catwalks, Controversy & Counterfeits

In the world of public relations and fashion, image seems to be everything. Your reputation, who you know, and in some cases, what you’re wearing can make or break you. The all-important question seems to be: how important is image? In the world of fashion PR, designers, companies and customers are going to great lengths to not only enhance their image, but in some cases, to protect it, too.

In recent years, the desire for designer goods has reached epic proportions as consumers are constantly trying to re-create the latest runway looks. It certainly does not help that images of celebrities sporting these designer frocks surround us wherever we go. One can not hide from Hollywood stars, such as Cameron Diaz, gracing the covers and pages US magazine wearing those oh-so classic skinny jeans, but don’t forget the moss patent leather Gucci clutch in hand that retails for only $1,050. So what should one do when they crave the hottest fall trends straight from the fashion houses of Paris, the same looks they can not afford?

It’s quite easy, as consumers only have three options: find a realistic knockoff, go to a mass-market retailer that has teamed up with a world-renowned designer for low-cost looks (i.e. Vera Wang for Kohl’s), or refuse to pay rent for a few months all so you can rock the newest $945 Manolo Blahnik “Something Blue” satin pumps. Regardless of which option you choose, the current craze for haute couture has turned into a public relations nightmare for practitioners in the fashion world and it does not seem as if they will be waking up from this bad dream anytime soon.

As many shoppers crave clothes and accessories that are only in the price range of the wealthy and elite, they are finding alternatives that look the same, but are in no way made of authentic Italian leather or actual crocodile like the creations of top designers. Enter the counterfeiting industry. No one knows for sure, but the World Customs Organization estimates that the trade in counterfeit goods is valued at over $500 billion. Knockoffs resembling the creations from European fashion houses, such as those in Milan, are constantly in demand, and although Italy only contributes to 1.4 percent of the counterfeiting industry, the Italian Institute Against Counterfeit Goods estimates that Italy has lost more than 40,000 jobs in the past decade because of lost sales attributed to replica goods.

So aside from writing news releases and planning fashion week, public relations practitioners are now left with the daunting task of trying to fight crime and defend brand image for designer clients, as well.

Because many people are unaware of the disturbing effects associated with the counterfeiting industry, Harper’s Bazaar, the world renowned fashion magazine, has developed a public relations campaign to create awareness about the illegal activities associated with imitation designer goods by establishing the Harper’s Bazaar Anticounterfeiting Alliance. Its “Fakes Are Never in Fashion” campaign educates shoppers on the negative aspects associated with counterfeiting industry and teaches buyers how to determine fakes versus authentic luxury goods.

The French holding company Moët Hennessy – Louis Vuitton (LVMH), the world’s largest luxury goods conglomerate, has also stepped up to combat counterfeiters head-on. As stated on the LVMH web site, the counterfeiting industry “unlawfully takes advantage of the prestige of its (luxury) brands and harms their tradition, identity and image.” In June, LVMH took legal action against eBay, a web site known for selling replica goods, resulting in a Paris court order requiring eBay to pay approximately $26 million in damages to Louis Vuitton and $30 million to Christian Dior.

This may be considered only a small victory for LVMH, as Louis Vuitton spends millions of dollars annually on a zero tolerance policy against counterfeiting. In 2004 alone, Louis Vuitton’s actions resulted in 947 arrests, more than 6,000 raids, over 13,000 legal actions, and the seizure of many fake printing cylinders.

Not only has this been an ongoing PR fiasco for LVMH, this ruling put eBay’s PR department into over-drive, too. According to Nichola Sharpe, the US spokesperson at eBay, she said the company developed a global crisis communication plan months in advance and worked with global PR teams to prepare for the ruling.

In the fashion war to combat counterfeiting, one might consider buying low-cost goods created by top designers at mass retail chains a solution. Think again. It may appear to be the perfect world, one where shoppers can have access to the affordable designs of Karl Lagerfeld and Isaac Mizrahi at places such as H&M and Target. Wrong. While many are praising top designers’ inexpensive creations, many of the “fashion elite” consider this a fashion faux pas.

“I think when the designers continue to have collections at the lower-priced line, it can be a detriment,” Heather White of W magazine said. “Honestly, Isaac Mizrahi…would you pay $10,000 for a couture multicolored knit sweater? Not after you associate him with producing clothes at Target.”

White is a prime example of those who believe that the overexposure of designers’ creations at mass retail chains could tarnish a luxurious brand’s image and identity. Why would one want to spend over $2,800 for a Stella McCartney dress at Nieman Marcus when people actually have the option of purchasing her clothes at (gasp!) H&M?! The nightmare continues.

So if fighting the counterfeiting industry is almost comparable to declaring war on a small country, and if large retail chains can tarnish a name and image, what is the solution? Perhaps the solution lies in educating the world about the counterfeiting industry. Maybe people would reconsider visiting Canal Street in Manhattan for a knockoff handbag if they knew that these same counterfeiting rackets also deal with narcotics, weapons and child prostitution. I bet my boyfriend’s mom would have taken that into consideration before she bought me the little replica Chanel diamond earrings as a stocking stuffer this past Christmas. Sadly, no one ever mentioned to her that the sale of counterfeit goods has also helped support a Shiite terrorist group. I know I took that into consideration as I was chased down the alleyways of Venice this summer, refusing to let vendors sell me poorly made “Prada” bags.

So instead of investing millions of dollars into combating counterfeiters directly, perhaps PR practitioners should focus their campaigns upon educating their prime target audience: shoppers. Instead of spending time debating whether or not Mossimo Giannulli ruined his career by designing for Target, people should be spreading the world about the negative aspects associated with counterfeiting. The reality is this: everyone knows that knockoffs exist, but many people don’t know the disturbing details associated with the industry.

For the time being, we can only hope that more PR practices begin anti-counterfeiting educational campaigns like that of Harper’s Bazaar and in the meantime, I will personally enjoy wearing my Isaac Mizrahi dress from the Target collection and only wishing that I had $495 for the Giuseppe Zanotti leopard-print ballerina flats to match. I’ll keep wishing and watching as this fashion PR nightmare continues to unfold.

Other Sources:
 

www.niemanmarcus.com


www.usmagazine.com

Also check out: 

Coach vs. Prada

by Whitney T.

PR in the New Economy

In today’s world it’s getting harder to make ends meet. The economy is on everyone’s mind during this time of banking crises, foreclosures, high gas prices and the ever-declining value of the dollar. In this new economy, people are forced to prioritize and focus on the essentials. Corporations have to cut back to stay competitive and some would think that public relations would be one of the first to get the knife. But public relations is not a luxury in a corporation; in fact, there are many reasons why public relations is a necessity in the new economy.

Research: Public relations is vital to a company’s research. PR professionals help the company keep up with the pace of world trends. For instance, if the world becomes more involved with the green movement, the public relations department should report this to the business so they can be more alert to global trends.

Image: The public relations department is also focused on conducting research based upon the company’s image. Seeing how others view the company plays a key role in the mission and direction in which the company goes. Ultimately, it is public opinion that allows a firm to sink or swim, so businesses need every bit of help they can get on developing and maintaining a positive image with their publics.

Strategy: Along with conducting research on global trends and views of the company, public relations develops strategies. A communication plan makes a company think in the long-run. Having one-year, five-year and 10-year plans allows the overall company to project its direction, define its goals and finally achieve them. In today’s economy, having a long-range plan helps business stay on track while making changes in the present.

Crisis Management: This issue has been in the news a lot lately. As businesses have been undergoing transitions and downfalls, management has not known what or how much to say. During the recent banking crisis, some of the banks that ended up closing reported that they were doing fine until after they declared bankruptcy. Crisis management requires public relations because there is one person disseminating information, who knows how much to say, and gives a consistent message of what is actually happening.

Public relations is needed just as much today as it was in the old economy. As we progress into a new economy, we must not forget how necessary public relations is in forming our futures.