Pirozzolo Company Public Relations

TV Newsman Barry Nolan Offers Media-Training Plus Media Coverage Program with Pirozzolo Company

2011-12-21T16:20:50-05:00

Veteran newsman Barry Nolan and Pirozzolo Company are teaming up to offer a unique concept in media training for corporate and not-for-profit CEOs and executives – media training plus guaranteed media coverage.

Nolan-Pirozzolo clients get six hours of training in on-air media interview skills, plus an edited video to post on their Website or use for presentations. The guaranteed media coverage includes 36 major online media outlets such as Reuters, Market Watch, USA Today, major market TV news, and CNBC plus a news release distributed to the nation’s 900 biggest TV, newspaper and magazine decision makers.

“Executives master effective message delivery in a wide variety of real-world media situations,” explained Nolan. The media coverage focuses on getting the executives’ point of view across on an industry issue that impacts their organization. Topics include government regulation, public policy, the economy, climate change, small business financing, and international trade.

An a la carte menu is also available.

Nolan, a regular on CNBC and NPR, who has worked for ABC, Fox TV, and syndicated fare such as Hard Copy, added, “We help clients figure out how they differ from the chorus of voices that line up on one side or the other of a current issue and develop their own voice – one that distinguishes them from the pack and resonates with their customers and stakeholders."

TV Newsman Barry Nolan

His decades of experience in news and programming, as well his work on Capitol Hill as a senior staff member of the Joint Economic Committee, gives him hard- earned insights into what it takes to be successful on TV, "We helped an anti-terrorism training expert respond to remarks by presidential candidates Rick Santorum and Herman Cain. With our help he was able to take timely advantage of a news event to get his message across on FOX TV.”

Pirozzolo Company founder Dick Pirozzolo said, "Most media training deals only with TV performance. Our approach identifies issues with which clients can ally themselves, shapes their message to support organizational goals, and helps the clients develop the on-air chops needed to make their point with real impact.”

Said Nolan, "If you channel surf the 24 hour news and business outlets on any given day, you will see corporate and not-for-profit organizational leaders in a variety of media settings: one-on-one interviews in studios, on-line conferences, live remotes from a satellite facility, ambush interviews on their doorsteps and at formal news conferences. Our clients get the training they need to handle every one of these situations with ease.”

Nolan is quick to add, “I can give you a good argument for careful preparation in just two letters – BP. Tony Hayward spent his entire career at BP, but sadly for him, he will be most remembered for a two-second sound bite: 'I’d like my life back.' "

Antiterroristm expert Todd McGhee of PHI at Fox 25

For details contact Pirozzolo Company at: 781-235-9911 or email dick@pirozzolo.com

New York Terror Suspect Arrest Prompts Holiday Travel Warning from Antiterrorism Expert Todd McGhee

2011-11-22T15:52:10-05:00

BOSTON, Nov. 21, 2011 /PRNewswire/ -- "The recent arrest of alleged New York bomber Jose Pimenthal underscores the need for all of us to be vigilant during the Thanksgiving travel rush," warns antiterrorism expert Todd McGhee who pioneered new security measures at Logan Airport, post 9/11 and later co-founded Protecting the Homeland Innovations, LLC in Braintree, Mass.

"Warning signs of a lone-wolf terrorist include hanging back when everyone is in a rush, appearing trancelike or spouting ideology. Tune into your surroundings instead of your iPod to pick up on out-of-step behaviors that could mean trouble," says McGhee.

On Sunday, New York Mayor Michael Bloomberg announced the arrest of Jose Pimentel of Manhattan, "a 27-year-old Al Qaeda sympathizer" who he said was motivated by propaganda and planned to harm returning U.S. troops.

"If a stranger has to think about answering a simple questions like, 'Are you visiting your family?' it's a sign of trouble," says McGhee, adding, "This is what we teach security professionals to look for – subconscious responses people cannot hide. It's a like a tell in a poker player."

"Airport security is getting better, but the public must be aware of what to watch for and how to respond," says McGhee. McGhee's PHI (www.phitraining.com) provides antiterrorist training to security professionals at TSA, AMTRAK, NYPD and other agencies as well as public awareness campaigns.

"Pay attention to the ebb and flow of human activity in airports, rail stations and bus terminals to become more aware of behaviors that are out of step with the crowd. If you sense a threat go with your instincts. Move away and alert the nearest security professional or a gate agent. Do not try to detain the individual yourself. Your safety comes first," says McGhee.

McGhee adds, "Outside the boarding gates, airports are as public as city streets where anybody up to no good can hang out. Situational awareness helps to keep us safe from belligerent drunks, sexual predators, scammers and other troublemakers as well as terrorists."

Terror Expert Todd McGhee Speaks on Bombing Suspect Rezwan Ferdaus for Fox 25 in Boston

2011-09-30T13:15:45-04:00

Todd McGhee has the knowledge to comment on antiterrorism methods in the US and has also acquired the on-air TV skills that make him a superb expert guest.

When Fox 25 needed an expert to comment on a recent terrorist threat, Todd McGhee appeared on the Boston TV outlet to comment on the arrest of Rezwan Ferdaus. Ferdaus is the Ashland, Massachusetts resident who was allegedly plotting to fly explosive-filled radio controlled aircraft into the Capitol and Pentagon.

McGhee is a 24-year veteran Mass State Trooper who served as a specially trained officer and trainer of the Anti Terrorism Unit at Boston's Logan International. In the wake of 9/11, Todd co-developed new anti-terrorism methods and training for Logan, TD Green Airport and the MBTA.

His company, Protecting the Homeland Innovations, has trained NYPD, Washington Metro, New Jersey Transit and other agency security people to spot, analyze and respond to behaviors that indicate a potential terror threat. In 2007 PHI became the only private firm to be approved by the Department of Homeland Security to train behavior analytics to federal grant recipient agencies.

Kim Carrigan interviews Todd McGhee on Fox 25.

For a clip of the broadcast please visit:

http://www.myfoxboston.com/dpp/morning/technology-and-terrorism-20110929

It’s been 10 years since 9/11. Are we safer?

We’re being smarter about spotting potential threats by looking for and analyzing the kind of behavior that could spell trouble. Instead of relying increasingly on technology, we teach security people how to engage passengers in tactical dialogue – asking simple, friendly questions and looking for responses that could mean trouble – the poker player’s tell.

What can the public do?

The slogan If you see something say something needs to go further. PHI is now working with the transportation industry to educate the public on how to spot suspicious behavior and to report activity that is out of step with the norm – the passenger who hangs back when everyone is in rush or carries bags into the baggage claim area at the airport. Trust your instincts and notify authorities, but do not alert the individual, advises McGhee.

What about stopping the lone wolf terrorist?

Grass roots policing and responses by law enforcement are key. The lone wolf terrorists are individuals who are disconnected with society. It has nothing to do with relegion, they just want to belong to something and will find a nefarious cause to connect with. It's also a myth that people from a poor socio-economic background are more likely to become terrorists.

Gene Lavanchy interviews Todd McGhee on terror threat and suspect arrest.

Make an Issue Out of It

2011-07-18T10:03:15-04:00

OK, we can't give away the recipe for Toll House Cookies, but I wish journalists would probe PR people for insights into the issues that impact our clients' industries and their customers.

After all, conflict over an issue is what reporters like to cover. From our client's perspective, a willingness to discuss the issues is a media door opener resulting on coverage that showcases the brand and its value.

Issues we've capitalized on to promote our clients include Dodd-Frank financial reform, climate change, the vanishing dream of home ownership and profiling. In every case, our clients' willingness to discuss these issues resulted in favorable coverage and won stakeholder support.

Here's a story The New York Times covered because I dug into a worrisome issue and got out the truth.

When I represented the International Carwash Association, a lot of customers were blaming professional carwash owners for spotting their cars. I made hundreds of dead-end calls until I finally got through to an EPA scientist willing to talk about a virtually secret study on acid rain damage to automobile finishes.

The scientist told me the acid-rain damage problem was not being resolved because the auto industry and paint manufacturers were at odds over reformulating the paint so it would resist spotting. When it rains, sulphuric acid washes out of the atmosphere and spots the finish. That's why new cars come wrapped in plastic. I put out the information on my interview with the scientist. The Times picked up the story, cleared up the matter and gave us a big boost by telling car owners that the best solution to acid rain is to, "wash it off."

Despite the cliché about PR people hiding the truth, this is a prime example of how encouraging open and vigorous debate over conflict within an industry benefited both the client's industry and its customers.

So reporters, please ask us, "What's the biggest issue within your industry right now -- what do people who make findelsnappers talk about and fret over when they are having a drink together at the annual findelsnapper manufacturers' convention?"

The answers might surprise you.

Trust Me

2011-06-07T12:21:39-04:00

Trust. Isn't that what branding is all about? When you open a can of Campbell's Tomato Soup, you trust Campbell's to deliver on its promise: safety, flavor, consistency, value and the comfort-food experience we expect from this company.

West Coast crisis management guru, Joan Gladstone, agrees. She was recently quoted in the leading Orange County lifestyle magazine OC METRO on “The Power of Trust”.

Gladstone, whose Gladstone International, Inc. (www.gladstonepr.com) specializes in crisis communications says, “Trust is the most essential ingredient of any business relationship. Without trust, companies jeopardize customer loyalty, sales, and referrals. Trust means delivering on promises, reassuring me that the experience you advertise will come true.”

And the penalty for a breach can be far-reaching today. It used to be that a satisfied customer told three friends and a dissatisfied customer told nine people. No more. “When I trust you, I’ll return," says Gladstone adding, ”If you damage my trust, I’ll use my social media networks and review sites to warn customers against you.”

And when asked about brands that violate trust, Gladstone said, “Typically, when trust is damaged or destroyed, it is a long-term process to repair. It’s not the same as taking out an ad or admitting a mea culpa at a press conference. You can’t just say, ‘I’m sorry.’ You need proof. What changes will you make in your organization? You have to show people. You can’t just make an empty promise.”

OC METRO identified five factors of trust:

Ability – does the brand deliver on what they promise?
Concern – does the brand respect and care for customer and employers
Connection – what is the consumer’s personal relationship with the brand in terms of depth and duration
Consistency – do the brands follow through and stand behind commitments
Sincerity – are the brands candid, honest and open, with a value system that rewards loyalty?

In a consumer survey by OC METRO and local ad agency DGWB, a number of national brands made it to the magazine's Trusted 16 list. They were: American Red Cross, Apple, Costco, Disneyland Resort, Nordstrom, Planned Parenthood, Target Corp., Toshiba America and Wells Fargo.

Full story: http://www.ocmetro.com/t-CoverStory_Most_Trustworthy_Brands_MAIN__0611.aspx

Joan Gladstone, APR, has been named a PRSA Fellow for her lifetime achievement.

She can be reached at (949) 633-9900

McCain Tweet Shows Social Media not Just for Kids

2011-04-21T10:26:12-04:00

A few days ago, US Sen. John McCain tweeted his support when Arizona Gov. Jan Brewer vetoed a "birther bill" that would have required presidential candidates to show their birth certificates.

“Proud of @GovBrewer for her veto of the ‘birther bill’ -- it was the right decision,” he posted on Twitter. His tweet was picked up on MSNBC and dozens of political blogs.

More telling, this party stalwart chose social media to drive a wedge between the GOP leadership and birther crazy talkers.

McCain is not alone. Do a keyword search for "tweet" on Politico (http://www.politico.com/) and you'll see that dozens of political figures and Presidential hopefuls, rely on Twitter to present their case – Haley Barbour, Newt Gingrich, Chuck Schumer and the the undaunted Sarah Palin to name a few.

So much for Social Media being a playground for 18-25 year olds and so much for its dubious impact. Even the less-well known have discovered the ripple effect of Twitter.

Point -- social media cannot be evaluated using the same rubric as TV Nielson ratings or newspaper circulation figures Doing so is a losing proposition. It puts social media at a distinct disadvantages and misses several benefits of participation in Facebook, Twitter, YouTube, LinkedIn and Blogs.

Consider these benefits.

Social media is often used by TV audiences and readers of the old media to pass along stories, which implies their endorsement. Studies show that I am more likely to read and act upon an article if I receive it from a friend who I consider a leader in the field. It's the two-step communication model being played out in public.

Social media allows us to bypass the gatekeepers -- sometimes you need to get your message out now – unchanged, modified or interpreted by the editors or talk show producers. This is something we used to achieve with mat services that provided press-ready articles to newsrooms around the country.

Social media frees us from putting enormous effort into communicating routine news. For example, in the dark ages, we used to spend an inordinate amount of time on executive hire news releases, striving to get the "Who,What,Where" editor to run a line or two of a 300-word release. Now, we simply post these releases online and on social media sites such as Facebook and LinkedIn where the handful of people who matter will see it. And the editors are freed up too because they don't have to waste time sorting through, "I'm so exited to be joining Bloviation Incorporated..." releases.

Social media gives us fast feedback -- best bargain in market research and far more instantaneous than the old days of Broadway when the stage manager and actors waited around for the reviews to come out in the early edition of the Times.

Social media sites such as YouTube, democratize video by giving smaller companies the opportunity to demonstrate complicated products without incurring high production costs. And... the value of positive video produced by customers showing our products in action is priceless. We once worked with a defense contractor who sent DOD officials, YouTube postings by soldiers in Iraq who were using its product because the customer produced video demonstrated "force protection" benefits in such a personal way. Powerful stuff!

Social media puts us all in the conversation. The CEO who posts to his own Blog items gets direct feedback from customers -- unvarnished by PR or marketing staffers.

Social media gives the old media – as well as emerging new media outlets – ongoing access to us and our clients. The amount of time I spend calling editors (outgoing messaging) to pitch stories today is less than a tenth of what it was in the old days.

Today my job is to get the editors to come to us and I use social media to do that job.Editors who are looking for story ideas and sources troll social media sites for what they need when they need it. The more we establish our presence, the more calls we get from reporters looking for a source. It's simply the Internet version of Woody Allen's advice about showing up.

Lastly, we don't know where Social Media is going or how it will develop as a way we communicate with one another any more than we could predict the impact of the Xerox machine, Faxes and PCs during the 80s and 90s. I bet Public Relations Founder Ivy Ledbetter Lee and his pals debated the efficacy of carbon paper and the telephone when PR was in its infancy. About this there can be no debate: it is our job to be experts on communication strategy, tactics and emerging tools and that includes social media.

And besides, social media is fun, so like the old Alka-Selzer catch phrase... "Try it. You'll like it!"

Want More Sales Leads? Integrate PR with your Website

2011-02-18T08:51:46-05:00

Too often, PR professionals focus on media relations, speaking engagements, white papers, bylined articles and other reputation-building efforts, without fully incorporating the Website into the public relations program.

It is certainly okay to have PR professionals and Web professionals focus on their respective areas of expertise. But they do not work as a team, the missed opportunities will be too great to overlook

Harry Bartlett, of Bartlett Interactive in Concord, MA puts it this way, "PR can generate high-quality links to your Website that will boost your position in Google searches."

Adds this greater Boston Web design and marketing expert, "I emphasize quality over quantity. Ten articles with links to your URL appearing in online media such as Forbes.com, Bloomberg.com and CNBC will generate more traffic than 100 paid links in what I call black hole sites and dubious directories."

Your Website is the front door to your organization. You let customers in, but your Website has to welcome journalists too. A few questions to ask: Are you making it easy for reporters and editors to find latest news about your company on your Website? Is the PR and IR contact information easy to find? If a reporter is on deadline, could he or she quickly find the biographies of senior managers to include their background in a news article and confirm the spelling of names? Would a journalist visiting your Website come away thinking that at least one or two people in the organization are "thought leaders" who could discuss broad industry-wide issues?

Since 1998 Bartlett's firm has developed and enhanced hundreds of Websites for a wide range of industries including clean tech, bio-pharma, software and non-profits. "Keeping the Website fresh is a challenge," says Bartlett adding, "A regularly updated dynamic Website with content that is both interesting and current will generate visitors and encourage journalists to check out your organization for article ideas. Managers always promise to update the Website in-house but get waylaid by other responsibilities. Too often the person charged with the responsibility has to go through a cumbersome process to get new information posted. The key is to develop and fund a mechanism for regular updates. If need be, use outside specialists to get the job done."

Online Newsrooms

To keep the company's face in front of the media, some companies, such as Intel, have turned to stand-alone Websites (blogs) that function as online newsrooms, offering the kind of information journalists want. Check out the Intel Newsroom.

Making your Website interactive or offering something of value -- such as current financial data or research on timely topics – keep people coming back. For example, Fast Company created a Word Cloud for the State of the Union Address and compared the words the President used this time with his previous address as well as the words US Rep. Michelle Bachmann used in her rebuttal. Visit bit.ly/fvIKBi

Bartlett Interactive developed an online eValuator to keep people coming back. The eValuator is self guided and assesses the effectiveness and health of any website using a range of indicators -- search engine rankings, technical issues, marketing components and the inclusion of analytics to name a few.

Give the Bartlett eValuator a try at: http://www.bartlettinteractive.com/evaluator/site/

If you are disappointed with your results, Bartlett offers seven ways to boost your Website's impact and visibility; many of them rely on integrating the management of your PR program with the management of your Website.

1. Use paid syndication services to distribute news releases and be sure to include the URL of your organization high in the release. The leading services are PRWeb, PR Newswire, Business Wire, and Send2Press. Each service offers special plans and can tailor releases to specific geographic regions. Numerous add-on services such as inclusion of photos, Twitter feeds and PRNewswire's ProfNet boost effectiveness.

2. Participate in Social Media -- Create a blog and keep it fresh with valuable content. Include a link to the blog on your Website to cross-reference the entries. If the CEO cannot do this, get the PR Director or agency involved. It does not take long for a skilled PR writer to capture and write in your CEO's "voice."

3. Establish one or two people within your organization as authorities on subjects relevant to your mission or industry. Produce white papers, commentary and op-ed pieces on current issues. Have your PR department scour the Web for opportunities to comment in other respected blogs with expert comment and opinion to generate links back to your organization’s Website.

4. Embed video in your communication whenever possible. Video increases the number of viewers and the number of times the viewers will take the action you desire by 50%.

5. Send regular email blasts to stakeholders with links to your Website and include video in your email communication to enhance impact.

6. Reinforce all news releases on Twitter, Facebook and LinkedIn.

7. Include an RSS FEED. An RSS or "Really Simple Syndication" feed is an excellent way to share news and content from your site with others, extends the reach of your content and increases Internet visibility.

Some of the more technical ways to enhance your Website are to include an XML Sitemap, up-to-date analytics and indexed pages, says Bartlett.

No matter what you do technically though, remember your information has to be compelling, interesting, current and relevant. In a nutshell, says Bartlett, "Content is king."

Harry Bartlett and his team of Interactive media experts can be reached at:

Bartlett Interactive Communications, 152 Commonwealth Avenue, #5, West Concord, MA 01742 USA 1 (978) 369-2472. www.bartlettllc.com

Advice For PR Pros Who Hate Cold Calling Editors; Try Hot Calling

2011-01-25T16:51:38-05:00

Do you hate cold calling editors and face running through a list of media prospects with dread?

Try Hot Calling instead.

The way to turn cold calling into hot calling is to build up to your media calls with a plenty of preparation and an attitude adjustment.

First. ban the notion of "media contacts" from your psyche; as in a client asking, "Do you have contacts in the injection molding press?" Contacts are not something you "have" and the word "contact" implies that these are people you can use. Think "relationships" which you build by having something to offer and gaining trust – a two way street. Jack Welch didn't have "contacts" in the toaster press, until he became CEO of GE, and then had something to offer the editors of TOASTER MONTHLY.

Before calling, learn about each editor by searching Google, LinkedIn and online media databases so you know what his or her interests are, what stories the editor recently covered. Know where there are gaps or holes that your client can fill. Now you know the hot buttons before picking up the phone.

Likewise, set realistic goals before you dial -- Twenty well-prepared pitches, beats 100 mindless "cold calls" every time.

Tap into what is happening in society and business and have a solid grasp of how current events relate to both your client and the publication you are pitching. The stronger the tie to timely news the better the chance of getting the editor to cover your story now rather than put it off.

Don't pitch companies, people, products or services. Pitch issues and ideas, the rest will follow.

We use political issues and news events to promote our international clients' products in the US. These include climate change, anti-trade protectionist legislation, financial reform, the G20 summit, Dodd-Frank Financial Reform Act, the BP spill in the Gulf, the mystery of Japanese longevity, President Obama's visit to Indonesia. Each of these events or issues helped us open a dialogue with an editor that resulted in coverage.

Make the editor's job easy. Thoroughly research outside events so the editor has the information needed to pitch the idea internally and pursue the story.

Work with your client to develop great quotes that the editor cannot get from anyone else.

Have a written piece in prepared advance -- a talking paper -- that you can immediately email to the editor if he or she is interested and asks for "something in writing." Nothing is worse than having the editor ask for written material and then having to draft it from scratch.

Offer what you know about the subject as the PR representative of your client and defer to the greater wisdom of your client who is the expert. There is nothing wrong with saying, "I've been researching this topic for the last three months, but my client has been living the technology every day for 10 years. She can give you the latest developments plus the big picture for context. Why don't I set up an eight minute call for you with her?"

Build relationships with the editors and reporters and maintain them. There may even be times when the media will publish a negative story about your company or client. No matter, the editors are still your professional friends. Lawyers fight relentlessly for their clients, but remain friends with other lawyers including opposing counsel. Same goes for maintaining relationships between you as a PR professional and the editors – including even those editors whom you feel have burned you or your client. Maintaining the relationship will win respect and give you a second chance to set the record straight for your client.

In addition to phoning, ask for a face-to-face meeting from time-to-time. It does not have to be lunch or after work drinks. A 15-minute visit at the editor's media outlet is all you need. Have an agenda backed by solid information and sources the editor can use to make your meeting productive. If your client will attend, so much the better.

Above all LISTEN and respond to the editors' needs.

That's HOT CALLING and it works!

Do you Need A PR Degree to Get a PR Job?

2010-08-04T16:53:05-04:00

Just a small town girl
Livin' in a lonely world
She took the midnight train goin' anywhere
"Don't Stop Believin'" ~ Journey

LinkedIn discussions go on and on and on about whether you need academic training in PR to be a PR pro.

The paths to a public relations career are enormously varied -- some PR people studied journalism, others got English degrees and still others fell into it because no one else in the office wanted the job. Sans a PR degree, I got my first job and the best training one could imagine as an Information officer with the US Air Force.

Now with Labor Day looming and the prospect of living in your parents basement looking bleak, what can you do if you lack the academic credentials in PR and want to get your first PR job?

Professional organizations, such as Public Relations Society of America, offer seminars. Media Bistro seminars are another way to get some formal training. Or you can start taking graduate-level courses and earn a degree in Public Relations -- putting off work for another year.  Basic character and common sense aside, what do PR firms and PR department heads look for in an emerging professional besides academic training?

Here are a few core competencies and personality traits that could help you beat the competition for an entry-level job in public relations.

 * a broad base of interests and curiosity -- you can talk about inter-league play between the Red Sox and the Mets or the Met's new production of Carmen with equal enthusiasm.  

* participate in a range of activities, especially those that involve organizational skills and communication such as managing a charity event or performing in a community theater.  

* basic understanding of business disciplines such as marketing and finance and how corporations, government agencies and not-for-for profit organizations are structured.

* a really high level of skill in a sport, music, art, fashion, carpentry or other activity that can make you a shoe-in for working in a field related to your respective passion.  

* use Twitter, Facebook, LinkedIn and blogging, etc. to build a professional image or "brand."  

* you've sold something -- even if it was your old bicycle to buy a new one -- it counts.

  * inquisitive -- with a big reading list that includes news, novels and poetry, as well as magazines that value great writing such as The New Yorker, Sports Illustrated, TIME and international magazines such as The Economist.  

* critical thinker -- can spot faulty logic or twisted facts in an argument. 

You can write something. This does not take a journalism degree, but an emerging PR pro ought to be able to write a breaking news story in less than 30 minutes -- not perfectly, but getting most of the basics such as determining what facts are important, spelling names correctly and grammar. If you have to learn on your own, copy articles from The New York Times, USA Today and other newspapers. Copying will help you focus on what the reporter was thinking when he or she wrote the piece.

And, Don't Stop Believin'

"Houston, We Have a Problem." BP's PR Mess.

2010-06-08T11:40:32-04:00

When a crisis impacts your company, it's tempting to use advertising to get out your side of the story.

With advertising, so the reasoning goes, you control the image, the message and the timing. Even if world opinion is against you, advertising allows you tell your side of the story unfettered by impertinent questions from the mainstream media, who aren't your friends anyway.

Even though ads seldom persuade detractors, advertising, will give your most ardent supporters -- shareholders, senior managers, employees and contractors -- some degree of comfort and valid talking points to help defend your company.

Then comes the BP mess in the Gulf of Mexico.

Sure lots of Americans depend on BP for employment. BP stock values and dividends fund the pension plans of those we depend on and admire -- cops, teachers and fire fighters. BP ads should be able to win some points with these folks. After all, no one likes to see their pension investments lose 30% of market value because of a corporate screw up.

Notwithstanding, is there a public servant alive who can see oil soaked pelicans on CNN or the front page of The New York Times and can then switch gears to feel better about BP after watching its CEO apologize in a paid ad? This is cognitive dissonance personified.

There have been other monumental cases of corporate malfeasance in the past -- Union Carbide's 1984 gas leak in Bhopal, India, made news in early June when, after 25-plus years, several managers were sentenced on convictions relating to the deaths of residents and workers in India (http://news.bbc.co.uk/2/hi/south_asia/8725140.stm).

To be sure the BP disaster will rank right up there with Bhopal as well as Hooker Chemical's Love Canal, Three Mile Island, Pacific Gas & Electric made famous by Erin Brockovich, and A Civil Action focused a sharp eye on toxic waste from W.R. Grace that polluted Woburn's water supply.

But the mess BP created in the Gulf puts a new spin on spin. It seems never ending and people are further maddened by the fact that the only people who can solve the problem are the people who caused it. It's a little hiring the embezzler to unravel his financial treachery after he is caught and then finding out he is still ripping off the company.

In the aftermath, what did BP CEO Tony Hayward do wrong? His, "I want my life back," comment was the death knell to an already flawed strategy.

Doling out $5,000 checks to fishermen and shrimpers at the very beginning and asking them to sign financial waivers backfired. Expectations were badly managed and the gusher never ceases while BP has been minimizing the quantity of the oil and its impact all along.

In frustration BP turned to advertising "The Gulf spill is a tragedy that never should have happened," Tony Hayward says with furrowed brow in commercials that began airing recently on national television.

President Barack Obama shot back at BP, for spending money advertising and announcing a dividend distribution. "What I don't want to hear is when they're spending that kind of money on their shareholders and spending that kind of money on TV advertising that they're nickeling and diming fishermen or small businesses here in the Gulf who are having a hard time," quoted The New York Daily News.

What could BP have done right.

While criticism mounted over President Obama's inability to muster sufficient empathy and indignation, Admiral Thad Allen, US Coast Guard Commandant, emerged as the take-charge guy. Bit-by-bit the public grew comfortable with this 61-year-old Coast Guard officer and who doesn't love the Coast Guard anyway. Allen built trust. He is straight-talking, stuck to the facts and didn't sugarcoat anything. He told Americans we are going to be here for a long time. And, when it comes to impressions -- TV is after all a medium of impressions -- he looks the part, appearing one day in summer uniform, another in his flight suit. He's everywhere too -- on a helicopter, delivering briefings, making the Sunday talk show rounds. That's who you want in charge when disaster strikes.

In contrast, BP's CEO just looks silly appearing in his hardhat with the corporate sunburst-daisy logo. Some CEOs just have it and media exposure turns them into folk heroes. Lee Iacocca, Steve Jobs, Jack Welch, Bill Gates, are all very different personalities ranging from everyone's dad, to mild-mannered, to tough guy to intellectual-geek. But every one of these CEOs can get in front of a camera and deliver a message with conviction, credibility and incredible impact across a broad spectrum of audiences. Hayward is wrong for the job.

Houston we have a problem

In BPs case, America needed the guy with the white short sleeve shirt and pocket protector. The kind of guy who could actually do something when the Apollo 13 crew radioed, "Houston we have a problem." We also wanted content -- how many gallons, how long, where are the boats, where are the booms being deployed. And he needed to be seen on TV as involved -- directing the activities from a command post, out on the rig when each new attempt to stop the gusher was made, delivering press briefings at 4 PM every single day.

BP blew it.

The lesson

Get the right spokesperson right away -- a few CEOs can pull it off, Tony Hayward -- even though he is a geologist -- could not. His advisors didn't recognize this until it was too late. BP needed to create a new leader and fast, but it never happened.

Maximize exposure and access -- set up a schedule and stick to it. Invite reporters in. Imbed them on the oilrigs and with the cleanup crews. Set up a firm schedule and give a daily briefing. Bring in other technical experts to respond to reporters' questions. Get surrogates on the ground to deal with local leaders and provide local press access, for as House Speaker Tip O'Neil once so famously said, "All politics is local."

Get the facts and get them out -- if you deliver bad news honestly, the press will be more accepting of the good news when you can eventually deliver it. Lie and reporters will tell the public how hard they had to work to uncover the truth. Much better to have that airtime spent telling people your side of the story -- what you are doing right.

End with a brightener -- No matter how grim the news, try to end every press encounter with something positive. Be warned, the positive information has to be relevant and in keeping with the severity of the situation. BP needs to keep making it clear that it is in it for the long haul, that it is focusing new resources on the problem, that the company is gaining the cooperation of leaders in the oil industry and that it is encouraging new safety standards. And...that it is getting the checks out to the people who have suffered both financially and emotionally.