PR Straight Talk

Publicity is an important and often overlooked tool of creative selling; and a more cost-effective way of reaching your target audience than advertising. With the inherent third-party endorsement of the media implied in every editorial story, a news or feature article  in a newspaper, magazine, or on television or radio, is an infinitely more credibly-perceived communications message than an ad or commercial. Publicists less frequently are favored with hard news stories.  They are more often tasked with getting “softer” news and feature stories on-air or in print.  Here are some techniques involving creative conceptualization and application – what I call CREATIVE FORMATTING – and they work very effectively when carefully thought-through and constructed.

1 - Use News to Make News

When you prepare a press release or pitch letter, keep the following editorial criteria in mind:

*  Relevance (how valid and appropriate is this story?)

*  Impact (does this story affect a large number of people?)

* Timeliness/Immediacy (is the story current?)

* Novelty (does the story have an unusual or unique twist to it?)

Your topic should tie in with current news issues and/or subjects that concern the public. In my earlier p.r. days, I promoted one product by showing how it could be used to the advantage of a specific news item of the day. In this case, the issue was government waste. Revelations were surfacing that various federal agencies were buying products at absurd prices above retail: you may remember $500 toilet seats and $75 rulers. The American taxpayer was being seriously abused by bureaucratic waste.

Our client was a publishing house that had just come out with a directory for buyers at government agencies. The directory listed major manufacturers all over the country who were not in the business of ripping off Uncle Sam. The directory was distributed to the agencies free of charge. The publishing house made its money by selling ad pages to companies who wanted to attract the attention of these buying officials.

We attracted a significant amount of publicity by telling editors that the publishing company had come up with a partial solution to the problem of wasteful government spending. The story was picked up by the wire services and nationally syndicated TV newscasts.

2 - Seasonal Tie-ins

News editors are always looking for feature stories that tie in with holiday or seasonal happenings. I remember a very successful campaign for a manufacturer of postage meter equipment. Eight weeks before Christmas, we convinced the manufacturer to designate a Holiday Consumer Affairs Specialist who could talk about “everything you wanted to know about mailing gifts for the holidays.”

Between Thanksgiving and Christmas, we arranged dozens of phone interviews with reporters at large radio stations in major markets. The company was plugged in every interview and the entire campaign tied-in with a major catalogue and in-store p.o.p. merchandising campaign. Sometimes, a creative p.r. idea can pave the way for a strategic marketing campaign.

Another successful campaign tied in with the advent of winter and escalating fuel prices due to an international oil crisis. One of our clients manufactured a draft sealer, a simple rubber plug that fit into electrical wall outlets. The sealer kept cold outside air from coming into the home and kept warm air inside from leaking out. Consumers could save money on their fuel bills. We convinced the Today Show to do a live five minute segment on a new energy-saving device for the home.

3 - Products Are Newsworthy When They Are Evolutionary or Revolutionary

On Sunday, May 29, 1994, we generated a story in the Business Section of the New York Times on a new kind of paper that changed color upon the touch of the hand. We knew the story had merit, because the product represents a revolutionary leap forward in paper goods.

Several years ago, a new product created by a camera manufacturer, an instant slide processor that develops slides in seconds, represented an evolutionary step up in instant photography. We offered Good Morning a first exclusive on the announcement, and we convinced the show’s producers to have host Joan Lunden demonstrate the product live in a five minute segment. The product sold out nationally.

4 - Anniversaries

If the product is vital to the American way of life, the media might click with a suggestion for a story on a major anniversary of the product. This includes biggies like television, radio, refrigerators and cars all the way to such mundane indispensables as zippers and toothpaste.

Other kinds of anniversaries work too. During the centennial celebrations for the Statue of Liberty, we convinced Kelloggs to sponsor a campaign that publicized the closest living relative to the man who designed and built Lady Liberty. This included the scripting and shooting of a video news feature story for television newscasts around the country, and our pickup was enormous–including some very nice positive image reinforcement for Kelloggs.

5. Controlled Messages

A controlled message is a message that you prepare in advance and place with various media as a finished product. When we promoted a book that turned into a major bestseller called Swim With the Sharks Without Being Eaten Alive by Harvey Mackay, we employed a number of techniques that come under this category.

Three examples of this technique are the video news feature, matted columns for suburban newspapers, and by-lined articles for specialized trade publications.

A video news feature is simply a 90-second to two-minute news piece that gets scripted, shot and distributed to newscasts around the country. The local newscast incorporates the piece as part of its news coverage, and the average viewer has no idea these stories are supplied by outside sources.

A matted column is simply a one-column or two-column story that is sent to suburban news weeklies as camera-ready copy. They don’t have to edit it or prepare it for print. The column usually offers some kind of consumer advice, with a discreet yet effective plug within the story.

Vertical trade publications are magazines that are published for a specific audience or industry. Hundreds of them are published each month. Years ago, we ghosted by-lined articles for the president of a company that analyzed utility rates for other companies, showing them how to save thousands of dollars every year. These articles were placed with dozens of magazines that catered to a variety of industries. This campaign was the company’s sole marketing vehicle for many years.

6 - Trends

When one of our clients, a major photography magazine, needed to increase its exposure, we designed a segment on The Today Show in which one of the magazine’s editors brought the very latest camera equipment to the program. For seven minutes, he demonstrated the most current camera technology to millions of viewers. He also achieved some substantial awareness for his magazine.

Another client, the Magazine Publishers Association, was interested in increasing recognition. They wanted to establish the fact that magazines are at the leading edge of creative advertising communication. We designed a segment on The Today Show that displayed the latest in pop-up ads in various magazines.

In another situation, a German beer company wanted to increase sales in the USA. The company turned to us, asking us to increase their name recognition with a publicity program instead of advertising. The built-in challenge was that very little can be done editorially for alcoholic beverages. The solution was to look for secondary uses which would nonetheless position the beer in a meaningful and positive way.

We convinced a well-known German restaurant to develop dishes prepared with beer as an ingredient. We invited the entire national food press to a Cooking With Beer Festival. The food writers for every major magazine and newspaper attended. Media coverage was staggering. Many products can be used in special publicity events. By promoting indirectly, sponsors can reap media coverage.

POSITIVE PUBLICITY SELLS. A creative publicity program can be a powerful tool for selling your product or service. Publicity efforts can be more cost-effective than traditional advertising. Plus, they pack more power because the publicity comes from recognized media sources instead of from your company. This increases consumer confidence and promotes a positive public image. The end result of creative publicity is an increased awareness that attracts potential customers.

When Opportunity International, a non-profit organization came to me in 1999, they had been in existence for nearly 30 years, rendering great humanitarian service in the developing world.  Yet, they were one of the world’s best-kept secrets, and the service they provided – microfinance – empowering poor men and women with low-interest business loans and training in basic business practices, which enabled them to become self-employed and freed from hunger and destitution, was virtually unheard-of by the media or the American public when I launched the campaign.

There are a wide variety of strategies I employ on behalf of clients, depending upon the nature of their services, products or issues.  For Opportunity International, I determined that the Op-Ed piece – the commentary articles which appear in major newspapers – was a powerful communications tool for this client. Not only would the appearance of an Op-Ed have an immediate impact upon a publication’s readership.  As thought pieces, the “reprint value” had perhaps even greater impact by leveraging the support of existing and potential donors and opinion leaders. 

In the four years I represented OI, I conceived, ghost-wrote and placed a large number of Op-Eds in major newspapers, and generated as well important stories about this NGO’s work in newspapers and magazines.  Virtually all of the Op-Eds were written on behalf of the two Chief Executive Officers I worked for during my tenure with Opportunity.

Not only did these placements generate significant donor support - they became the seeds for future major donor support, even after my tenure had elapsed.

The first Op-Ed listed, “Redeeming the Lives of the World’s Poorest Children,” was co-by-lined by television legend Art Linkletter, an acquaintance of mine and who I approached and who consented to enjoin his name with the CEO’s.  Such notables as General Claudia Kennedy (the highest ranking woman in the U.S.Army) [“Creating Wealth at Grass-Roots Level”], Jack Kemp [“Compassionate Capitalism”] and famed television evangelist Rev. Robert Schuller [“Small Loans Pay Off”], also participated in Op-Eds written for them and Opportunity’s CEO.

Here is the list of placements ghost-written for the CEOs, along with other placement in major newspapers:

Redeeming the Lives of the World’s Poorest Children, San-Diego Union-Tribune, November 27, 2003

Creating wealth at grass-roots level, Seattle Post-Intelligencer, October 31, 2003.

Compassionate capitalism, The Washington Times, August 27, 2003.

Nike helps empower the poor, The Oregonian, May 17, 2003.

Entrepreneur un-retires to head up micro-loan program, San Diego Business Journal, April 28, 2003

Overcoming the “Poverty of Dignity” with Microfinance, Monday Developments, April 14, 2003.

Giving a Lift, San Diego Magazine, April, 2003

Battling AIDS with trust, Chicago Tribune, March 12, 2003

More than a public relations payoff, San Jose Mercury News, January 2, 2003

The Payoff from Charitable Giving, Seattle Post-Intelligencer, December 27, 2002

Loans Ease Third World Poverty, Chicago Sun-Times, November 23, 2002

Aiding Mexico’s Poor with Microcredit, San Diego Union-Tribune, November 28, 2001

Program Recycles Trash Into Opportunity, Wall Street Journal, November 6, 2001

Poverty is Root Problem, The Chicago Sun-Times, October 10, 2001

Fighting for the Poor with Microenterprise Development, Assembly, West Point Academy Association of Graduates Magazine, June-July, 2001

Giving Credit Where Credit is Due, The Baltimore Sun, May 13, 2001

Saving the Planet — and Its Inhabitants, The Chicago Sun-Times, April 22, 2001

Microloans Yield Macro Help for World’s Poor, The Palm Beach Daily News, February 26, 2001

JFK and Jesse, Review and Outlook, The Wall Street Journal, January 19, 2001

Microenterprise: A Better Day for a Better World, Research News, January 2001

Small loans pay off, The Wall Street Journal (Europe Edition), September 14, 2000

Small loans can battle AIDS scourge in Africa, Chicago Sun Times, July 23, 2000

Microcredit for the Poor, Time Magazine, July 3, 2000

Microcredit: ending poverty on our planet . . . one poor person at a time, Vital Speeches of the Day, May 15, 2000

To fight global poverty, start at the grassroots, The Chronicle of Philanthropy, June 2000

Ministry makes small donations go a long way, Colorado Christian Chronicle, March 2000

Small Loans with Big Impact, Chicago Sun Times, December 1999

Building Blocks, Harvard International Review, Winter 1998/1999

Loans for Life, The Rotarian, November 1999 Aiming at a global gap with micro-credit, The Journal of Commerce, August 1999

Time Banks Gave Micro-Credit to the Poor, The Financial Times, August 1999

Little Loans go a Long Way in Third World, Chicago Tribune, March 14, 1999

Loans to the World’s Poor Can Enrich Everyone, International Herald Tribune, August 4, 1999

Oak Brook Agency Execs See Tragedy in Honduras, Chicago Tribune, November 26, 1998

Hey Big Lender, Lend a Little Sum to Me, Financial Times, June 28, 1998 

This is a peak time for charitable giving. I once represented a fine organization called Geneva Global, which represents wealthy donors by investigating and conducting due diligence of charitable projects in Third World countries, seeking out those with a successful track record of performance.  Geneva then recommends an assortment of these proven projects to donors, who after choosing their favorites, subsequently have the philanthropic advisory group facilitate their donations directly to these grassroots charities, by-passing umbrella organizations or governments, and avoiding possible corruption and bureaucratic ineptitude.

The man who made Geneva Global what it is today, and who was CEO when I represented it, Eric Thurman, a brilliant and dedicated humanitarian, and who is soon launching an important Philadelphia-based non-profit called The Christian Community Network, co-authored a book with Phil Smith entitled, “A Billion Bootstraps:  Microcredit, Barefoot Banking and the Business Solution for Ending Poverty” (McGraw-Hill).  This is an important book providing an overview and thorough “soup to nuts” introduction to donors about “microcredit” - one of the most effective forms of charitable giving, especially in Third World countries.

Co-author Phil Smith, a former Oklahoma and Texas oilman, and very astute businessman, conducted in-depth research about the most effective forms of philanthropy - and came to the conclusion that microcredit was the most proven and bang-for-the-buck effective, above the many others he considered.

With microcredit, a donor provides a small business loan of anywhere between $25 to $2,000 to a poor working man or woman (usually woman) in a developing country, someone who has suffered impoverishment by either being unemployed or underemployed.  By empowering such a person to start-up her own little business(perhaps a fruit and vendor stand in the marketplace, or little tailor shop, or canteen), the donor creates an entrepreneur who now becomes embarked on the path of self-sufficiency, dignity and economic freedom for herself and her family.  The additional benefit of microcredit is that the loans, which are paid back at fair market value rates, are recycled, thus enabling a new fledgling entrepreneur to get started in a similar fashion.

“A Billion Bootstraps” is a book I have already recommended in this blog, and recommend again to those of you considering an effective and powerful way to make your donations effective.  Bootstraps also has a chapter which recommends various humanitarian organizations that specialize in microcredit - or microfinance, as it is also known.

If your donations are smaller, but you wish for them nonetheless to have moxie, you might also consider providing microcredit support via a website called “www.kiva.org” - a wonderful way to target your giving to specific projects that have undergone due diligence.

All of this said, there are thousands of other charitable organizations doing magnificent work in the world, both domestically within the USA, and internationally.  How do you know which of them are the most effective in terms of fulfilling their respective missions, and best-run?

An impressive website called “www.CharityNavigator.org” evalutes charities and assigns a rating to each, designating up to four stars for the best.  I encourage you to explore this site.  You can either enter a charity you are considering into their search engine, to discover if indeed they’re doing a good job.  Or, you can hunt for an effective high-star-rated charity within a category that resonates with your interest.

For example, if supporting the work of homeless shelters appeals to you, you can discover four star organizations such as the Bay Area Rescue Mission in Richmond, Georgia; or Bridge Communities in Glen Ellyn, Illinois; or the Chicago Coalition for the Homeless in Chicago…and many others.  My recommendation is to always look for those that have earned a four-star ranking.

You may be interested in helping the work of food banks.  Organizations such as the Atlanta Community Food Bank in Atlanta, Georgia; or the Alameda County Community Food Bank in Oakland, California; or Channel One Food Bank in Rochester, Minnesota - and many other food banks with four star ratings, could be worth your consideration.  Perhaps you can start with the one right in your very own community.

If you wish to support non-profits that help and enhance the lives of the intellectually disabled, I can think of no better an organization than Best Buddies International (www.bestbuddies.org) in Miami - and of course it has earned four stars by Charity Navigators.  That organization is headed by Anthony Kennedy Shriver, son of Sargent Shriver, the first Director of the Peace Corps, and Eunice Kennedy, founder of The Special Olympics.  This would be a great way to support and embrace the life of an intellectually disabled individual - but always a human with great heart and the need to give and to grow.

Then, there are fine youth development and crisis non-profits like the Arthur Ashe Youth Tennis & Education organization in Philadelphia.  There is also KidsPeace:  The National Center for Kids Overcoming Crisis, in Orefield, Pennsylvania.

In terms of international development, both poverty alleviation, medical support and agricultural development, look for great four-star organizations like Americares; American Jewish World Service; ACCION International; HOPE International; FINCA International; World Vision; CURE International; Compassion International; Grassroots International; and Oxfam America.

Finally, if your heart is in the humane treatment of animals, Albert Schweitzer said:  “Until he extends his circle of compassion to all living things, man will not himself find peace.”  And Gandhi said:  “The greatness of a nation can be judged by the way its animals are treated.”  If your passion is to instill more respect and reverence for animals, especially the abandoned dogs and cats in our animal shelters, you may decide to support such four-star rated no-kill shelters like Animal Haven in Flushing, New York; or the Animal Rescue League of Boston.  But there are many dozens more around the country that are no-kill, and need your help.  Or, you may decide to start-up a committee of your own within your own community, and work to influence a no-kill policy at your own local shelter.  You may wish, too, to support the work of the Humane Society of the United States in Washington, D.C., which advocates no-kill as a policy for healthy and adoptable dogs and cats. 

However you decide to give, do give - and give smartly…from the heart. 
 

It seems as though communication as an industry is growing, but communication as genuine and spirit-filled interaction between people is declining.  “Communication” as a means to an end – in journalistic reportage that appears in print or on-air with the scintillating, the gossipy and that which appeals to a lower common denominator of tastes in order to draw readers or viewers in in order to benefit from larger ad revenues – is on the upsurge.  Communication as what appears in film that focuses on violence, or sex, is on the upsurge.  Communication as to what some companies pay p.r. and advertising people to promote services or products that aren’t necessarily of quality, is on the upsurge as well.

Because big money is behind all these communications ventures, communications is booming; and sadly reflects that part of our culture that is all about bucks first, and reaching people’s minds and hearts with something worthwhile to say…a distant second.

Sadly, these values are reflected in the culture, and the culture reflects these values.  I see less and less real communication and meaningful connection between people in our communities.  I see, increasingly, more and more disconnection and fragmentation between people – even between neighbors.  I see people less interested in getting to know their fellows, within their neighborhoods and wider communities, than ever before.  I see more and more of people treating one another as a means to an end, and not as ends in themselves.  I’ve been noticing more of this within the last 20 years, and I’ve seen it regrettably grow within the last ten.

I see less of “community” – of people reaching out and caring about one another.  Less talking to one another.  I see less “listening” to one another – and less real sharing of one another’s lives and stories.  I see less caring and less heart.  Less authentic acknowledgement.

I see the art of conversation at dinner tables declining, even evaporating, especially with neighbors inviting neighbors to dinner to share openly and with a feeling of comeraderie.

I see more disconnection, more apathy, more distrust.  With every observation reflecting the above, there are hopefully notable exceptions – and people out there who do live in caring and connecting communities.  Hopefully.

So I see technology becoming more sophisticated and advancing rapidly, large corporate interests which seem to encourage the lowering of tastes and values, a media too often bought into the delivery of mediocrity in programming, and less heart in communications on a grand scale – and in one-on-one personal interaction.  The culture is declining not in technology, but in the quality of its humanity.  More technology…less heart.

It seems as though, too, that the emergence of the Internet is a double-edged sword.  Because while there is a revolutionary new opportunity for inter-human communication, it’s all electronic where the physical presence of others vanishes.   

If only all this were not so, but this is what I see.  Time for a cultural revolution of the heart, that reestablishes real communication about what’s important.  What’s most important, it seems to me, is seeing each other, and acknowledging each other, and meeting each other in our mutual presences, for the unique and extraordinary beings each of us truly is, connected to one another by the Web of Life, our common humanity, our need for love and recognition of our own and others’ precious lives.

Such a revolution…of the heart…can create an increased demand within the culture for a higher and more humane standard of values.  A culture so transformed would then reflect back on the quality of our individual lives.

Is this too much to count on?  In the end, it’s up to us.

“Mike is the definition of bulldog.  He’ll work every angle and every contact to generate media coverage for his clients.” 
Tim Ogden
Chief Knowledge Officer
Vice President
Geneva Global Inc.
[November 8, 2007]
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“On behalf of each of us personally, and The United States-Mexican Development Corporation (USMDC), we would like to offer Mike Schwager and his firm a highly positive recommendation. Mike’s work with us in Mexico for the quarterly production and distribution via satellite of News Videos containing news stories about Mexican culture, tourism and commerce was invaluable to our efforts to gain appreciation for Mexico in the United States. The videos were extremely helpful in raising Mexico’s image and reputation in the US in the years before and leading to the passing of NAFTA. We would highly recommend Mike’s professional knowledge, capabilities, and attitude to any government, corporation or non-profit organization. Thank you, Mike.” 
Jeffrey B. Peters
President & CEO
and
Catherine H. Chase Peters
Vice President
United States-Mexican Development Corporation
[November 3, 2007]
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“Fabulous writing and positioning. You came through yet again. You are, in my opinion, the top practitioner of intelligent, creative, and humane media communications in the nation.”
Mark Stubis
Vice President for Communications
KidsPeace: The National Center for Kids Overcoming Crisis
[October, 2007]
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“If it were not for Mike Schwager’s advice and attention to detail I do not think that we would have gotten the coverage that we have.  He exceeded my expectations every step of the way and I would highly recommend hiring Mike when you expect results.”
Sean O’Hanlon
Founder, Executive Director
American Biofuels Council
[July 17, 2007]
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“Since our program started to gain popularity throughout the U.S.,it has become impossible to respond to all of the emails, media kits and phone calls from PR and media firms. However, when Mike Schwager contacts us, we always pay close attention to his recommendations. Mike not only cares about the success of his clients, he also cares about the success of our show. We have the utmost respect for him and his firm.”
John Resnick
“Legends of Success with John Resnick”
(Nationally syndicated radio show profiling America’s most successful
 entrepreneurs and entertainment icons)
[July 10, 2007]
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“Mike is a wise counselor, adept writer and keen strategist who has rendered invaluable service in the formation of the American Biofuels Council.”
Jim Lane
President
Lane & Associates
[July 1, 2007]
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“Mike is the most talented media relations pro I’ve worked with and I recommend him highly to all my colleagues that are in need of high-level PR & marketing.  Thanks again Mike!”
Duane Condor
Owner
Condor Media Group, Inc.
[July 1, 2007]
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“Mike is a forward thinking media executive who brings both creativity and analytical thought to the process–and gets things done.”
Chris O’Hara
Vice President of Sales
Mediabistro.com
http://mediabistro.com
[May 6, 2007]
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“Thank you…for all your hard work on our behalf. I spoke with Golf Connoisseur and with Forbes.com again only today – hopefully these contacts will result in good coverage for us in the near future.  We are deeply grateful for your enthusiasm and dedication to us and the wider “cause” of transforming lives and philanthropy.”
Steve Beck
Chief Executive Officer
Geneva Global Inc.
http://www.genevaglobal.com
[December 20, 2006]
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“Mike - you have a great way about you.  I really think that the training was valuable and was done in a highly professional way. I would definitely recommend your services to others. Thanks again.”
Lorrie Henderson, Ph.D.
Chief Operating Officer
KidsPeace
http://www.kidspeace.org
[December 17, 2006]
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“I really enjoyed being part of the group, learning from your expertise, and can report that I carefully perused the material you passed out and will do my best to incorporate it in my approach. Many thanks for coming out to KidsPeace and helping us along! Best wishes for a Happy and Healthy holiday season. I hope to see you again.”
Herb Mandell, M.D.
Medical Director
KidsPeace
http://www.kidspeace.org
[December 17, 2006]
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“We have been very pleased with the work Mike Schwager has done for CURE International. A few years ago we had a very unique situation that needed to get significant public attention and exposure. Mike did an excellent job with that initiative–and it led to a response by an overseas corporation. Over the past 2 years that corporation has continued to support our work, and recently made a 5 year commitment for $1 million. None of that would have been possible without the initial exposure that came through Mike’s fine work.”
Craig Hammon
Executive Vice President
CURE International
http://www.cureinternational.org
[November 28, 2006]
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“Whether you are a novice or a pro in dealing with the media, Mike’s expertise is invaluable.  His years of experience and seasoned insights are amazing, and he shows you how to hit the Bulls Eye every time. Most importantly, Mike is a man of great integrity, so your relationship with the media is one of honesty and trust.  In every cell of my being, I believe Mike Schwager is the best there is.”
Jim Skafish
President and CEO
La Befana Records
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“I have worked with Mike Schwager for the past five years and he is a superb ally. Some consultants work hard for a few months and then coast. Mike stays on the case. In the years that I have used his services, he provided a steady stream of placements. I admire his initiative. Also, he does not get stuck in ruts. He keeps coming up with fresh angles to tell our story and ideas for potential new outlets to release. He is always careful to keep in step with the message we want to promote. Then, he finds strong placements for us on broadcasts and in publications that reach our market. This kind of publicity is often better than advertising. Last but not least, Mike Schwager is a seasoned professional. That’s essential when working with journalists. They don’t like being ‘pitched.’ Mike, by contrast, crafts our message so we are seen as a resource to the reporters. That produces far better relationships and publicity.”
Eric Thurman
Founder, President
The White Horse Group
http://www.whgroup.org
Former CEO, Geneva Global Inc.
www.genevaglobal.com
[July 28, 2006]
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“Let me add my words of acknowledgement, appreciation and thanks. Your drive, tenacity and creativity are hugely impressive. You have served us very well indeed.”
Steve Beck
Chief Executive Officer
Geneva Global Inc.
www.genevaglobal.com
[May 23, 2006]
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“Tremendous thanks to you, Mike Schwager, for finding the National Spinal Cord Injury Association and for bringing us to the attention of philanthropist/entrepreneur Robert Klein.  Due to your wonderful efforts and his incredible generosity, many hurricane survivors with disabilities will be receiving desperately needed help in the form of housing assistance and home repairs, wheelchairs and other medical equipment replacement, and household goods and vehicle replacement.  We will also be able to expand an aggressive advocacy campaign to improve emergency and disaster preparedness, response and recovery efforts for people with disabilities who are at greatest risk, and likely to be overlooked in future catastrophic events.  On behalf of the National Spinal Cord Injury Association and our many partners in the disability community, THANK YOU!!!  Your persistence and attention to detail have forged a partnership that will have a lasting effect on the lives of many, many people.”
Marcie Roth
Chief Executive Officer
National Spinal Cord Injury Association
www.spinalcord.org
[November 22, 2005]
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“There is excellent, there is fantastic, there is genius, and then there is Mike Schwager. In a class all by himself, Mike is a one man media machine.   There is no limit as to what he can do.   From publicity, writing, media strategy, media training, marketing, titles, ad copy, op eds, celebrity networking, to fund raising, Mike Schwager can do anything and everything!   When Mike Schwager gets involved, he is an amazing combination of passion, inspiration, expertise, tenacity, and great gut level instincts.   You can’t teach or coach that.   Either you have “it,” or you don’t, and  Mike is overflowing with the “it” factor. With over 25 years of phenomenal success stories to his credit, Mike avoids the pitfalls of a novice, and handles each situation as the seasoned veteran he is.   He won’t ever lead a client into trouble. In fact, he helps clients avoid pitfalls, and manifest their dreams.   Many times, a client goes to a big firm, pays for THEIR overhead, and gets lost in the shuffle.   With Mike Schwager, you get HIM, and that’s all anyone needs to win in this game!”
Jim Harrison
President
Galaxy Readers Inc.
[September 26, 2005]
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“Mike, you hit this one square on the nose.  Superb job!  Thank you for the dedication you bring to telling our message.  Together, we are changing a lot of lives.”
Eric Thurman
Chief Executive Officer
Geneva Global Inc.
[September 22, 2005]
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“Mike - You have done a superb job with us and we are grateful. CURE has so much more visibility and exposure–and credibility–because of your efforts. You really “get it” in terms of our mission and vision, and communicate that so broadly and so well. Best wishes in your very important and good work.”
Craig Hammon
Executive Vice President
CURE International
[August, 2005]
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“Mike, I just wanted to tell you, you were so right…Eric was great! You have a wealth of experience and knowledge (and) I really value your opinion. This segment could not have happened without you, and I appreciate all of your help. You’re the best!”
Michele Kelly
Associate Producer
“Wall Street Week with Fortune”
PBS
[April 27, 2005]
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“Thanks again for the great placement with “Wall Street Week with Fortune.” That kind of publicity is very good for us.”
Eric Thurman
Chief Executive Officer
Geneva Global Inc.
[April 24, 2005]
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“Michael Schwager is in a class by himself, a true media wizard who mixes his insider’s knowledge of the news business with brilliant inspiration in a sort of alchemy that time after time turns ideas and passions into gold. Driven by an inner fire to change the world for the better…he consistently surpasses your highest expectations with inspired strategies and relentless energy that produce unhoped-for results. Simply put, Michael Schwager makes media magic.”
Mark Stubis, Vice President for Communications, KidsPeace
The National Center for Kids Overcoming Crisis
[Former Asst. Director of Communications, United Negro College Fund]
[January, 2004]
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“Excellent Mike! Thank you so much for this entire experience. From your initial phone call until today, the professionalism, grace and FUN of this project has been over the top. THE BAR HAS BEEN RAISED!!”
Lyn Siegel
Producer
“The People’s Pharmacy”
[syndicated to 100+ NPR stations]
[September, 2004]
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“All of us at CURE are deeply grateful for your work, energy, creative ideas and encouragement this year. We have seen very significant progress in CURE’s visibility and credibility across the board.”
Craig Hammon
Executive Vice President
CURE International
July, 2004
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“Wow, Mike, you are worth your weight in gold–maybe even platinum! You are really making things happen. Thanks for all your hard work.”
Angela Rickabaugh Shears
Director of Communications
CURE International
[February, 2004]
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“I’ve worked with many, many PR people, and PR people are usually unhelpful filters. They don’t return calls, they get in the middle, and I try to avoid them like the plague, especially on a tight deadline like this. You are by far the most professional PR person I’ve dealt with. (With you), it’s exactly the way it’s supposed to work.”
Bruce Goldfarb, Reporter
USA Today
[February, 2004]
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“Michael Schwager produced results for Boys & Girls Clubs of America’s National KidsDay program in 2003, and isn’t that what it’s all about? Michael was hired to secure national media coverage and celebrity participation and in both cases he delivered. The National KidsDay program had its most successful public relations results to-date and that was contributable to Michael’s tenacious, but strategic pursuit of media opportunities. On behalf of Boys & Girls Clubs of America, I encourage you to call upon Michael Schwager when results are imperative.”
Scott Hallenbeck, Vice President, National KidsDay Management
Boys & Girls Clubs of America
[December, 2003]
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“Mike Schwager is a superb writer, publicist, gifted strategist and highly creative idea man. Beyond that, he gives heart and passion to everything he touches. Thanks, Mike, for putting us on the media map, and for four exceptional years of performance on behalf of our organization.”
Christopher A. Crane, Chief Executive Officer
Opportunity International
[February, 2004]
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“Your enthusiasm and multitude of new and brilliant ideas have been greatly appreciated. Your help has been invaluable. God bless you.”
Sir John Marks Templeton
Founder
Templeton Global Mutual Funds
The John Templeton Foundation
[March, 2002]
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“Mike Schwager has been a tireless, dedicated media relations and creative marketing communications consultant to Opportunity International. Mike’s successes have helped take our organization to a significantly higher degree of visibility and exposure among the media and the general public. His contributions have been invaluable. In addition to his placements in leading media outlets, his writing and placement of Op-Eds in major newspapers, he frequently generated extremely creative ideas for our organization. He is most definitely an idea man of high caliber. Perhaps Mike’s biggest asset is his ability to “think outside of the box” and to be unusually imaginative about getting our message out. Mike is truly dedicated to excellence and achievement for his clients.”
Charles L. Dokmo, CEO
Opportunity International
(December 2001)
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“From a 1 to a 10, he’s a 12!”
bestselling author Harvey Mackay
“Swim With The Sharks Without Being Eaten Alive”
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“You have created an aura of prestige for our organization which I cannot put a price tag on.”
Leonard H. Wissner, Chairman
Ward & Wissner Capital Management
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“An absolutely first-rate professional.”
Chet Burger, former president
Chester Burger & Company
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“What a great person and good teacher you are! Thank you for teaching us the tricks-of-the-trade.”
Susan Rothschild
Honeywell
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“Michael Owen Schwager is one of the brightest of the bright in the world of public relations.”
Wilson Harrell
former publisher, Inc. Magazine
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“Public Relations genius: he comes from the head, heart and gut.”
Sam Grossman
Grossman Properties
author, “Win the Food Fight”
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“Your expertise has contributed greatly to our success.”
Edward I. Koch
Former Mayor, New York City
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“When you commit your time, energy and talent to a client… the commitment is clearly a total one. Your contribution to helping feed literally hundreds of thousands of starving people has been enormous. By convincing a major food company to donate several million tons of freeze dried food within hours from your call, you averted a major crisis in Latin America!”
Robert C. Macauley, President
Americares Foundation
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 ”You helped gain new and added respect for Mexico in the American mind.”
Jeffrey Peters
U.S.-Mexican Development Corporation

The first biggest mistake made by p.r. people, especially beginners, is pitching a story to the wrong media outlet.  The reason is simple enough:  they haven’t previewed that outlet, whether print, broadcast, cable or radio, to determine if the story is appropriate to its format and audience.

The second biggest mistake p.r. people make is pitching a story to an outlet that doesn’t reach their client’ most important public(s).  That’s not to be confused with contacting an outlet that reaches a general audience, where a particular sub-group may be part of the larger viewership or readership.

Here’s mistake number three:  not respecting a reporter or editor’s deadline.  You not only won’t be heard – you may never be able to come back because you’ve lost that person’s respect.  If you’ve caught a journalist who informs you he/she is on deadline, simply ask about a good time to get back to them - and leave pronto.

Number four?  Pitching a story with a buried lead.  Why would you lead with the meat of the story in paragraph four or five?  Why would you waste a busy news person’s time?  The basic format for a news release is an inverted pyramid, with the fattest facts on top.

The same for pitch letters.  The “meat” should appear on top – or minimally, something provocative should appear on top to catch the journalist’s attention.

Number four-and-a-half is writing a release or pitch letter that is simply too long.  If you’ve grabbed the attention of the editor you’ve approached, and he or she likes what you’ve written, you can always fill in with less important details later, after the story is on its way to placement status.

The fifth mistake is approaching the right media outlet, but the wrong person.  If you approach The Wall Street Journal, why would you bring a personal finance story to someone covering institutional investment?  Why would you bring a lifestyle story to the Today’s Show’s travel editor?   

The sixth mistake is not cultivating a relationship with an important contact.  If you live in the same town, try and meet that person for lunch, breakfast or dinner.  Not always possible, but worth the try.  You may also occasionally let the journalist know about a noteworthy story that isn’t one you necessarily represent, but that might interest them.  If you’ve seen something interesting and notable written by a reporter, or produced by one of your producer contacts, send them an e-mail.  Let them know.  Acknowledge them.  When holiday season is upon us, send your contacts a card.  Let them know you’ve appreciated their consideration and time during the year past.  Sometimes, Thanksgiving is a better time for acknowledgement than Christmas.  People are inundated with cards during December.

The seventh mistake is writing a boring lead in the subject area of your e-mail.  Sometimes you only have that one shot for your e-mail to be open.  This is an editing exercise in saying little but meaning much.  Yes, “laconic” is the way to go here.

The eighth mistake is in bombarding the journalist with too many e-mails, or too many calls.  Bombardment means “bombing out.”  That’s why considerable thought and strategy should go into every e-mail, and every phone call.  If you do make the call – and I like to try a call first, even a voicemail message, with an e-mail follow-up – THINK before you call.  Have the pitch crystallized in your mind.  It should be brief, but content rich, and speak to that outlet’s format and audience.

Once you’ve pitched a story, don’t call later the same day or even the next day.  Wait a couple of days before your next approach.  If you’ve sent a strong pitch via e-mail, follow-up with an e-mail that says (in the subject area) something like, “Tom – did this story work for you?”

If, however, you’ve received a “no” – let it go.  Save your contact for future stories.  Also, if you get “silence” after a couple of follow-ups, you may need to let it go as well, rather than present yourself as obnoxious.

But don’t hesitate to reach other outlets with the story, or even other journalists at the same outlet, if his or her beat allows for the story.  You may even ask the editor or producer who vetoed your story if there’s someone else within the organization for whom the pitch may be more suitable. 

Television has not yet actualized its potential nor realized its responsibility to humankind. The most powerful medium on the planet, the medium that has the greatest impact on individual and collective consciousness, has fallen far short of its ability to enrich and empower our lives. If someone would argue that this is not television’s mission, I would then ask them to please explain what they think constitutes that mission. Surely, it must be more than purpose as a description of function. We all know that television transmits programming; and that this programming is generally intended to entertain or inform.

To paraphrase MacLuhan, it’s not just that the medium is the message. The medium and its messages are also powerful imprinters on the human psyche. In this context, the medium of television not only transmits programming; it is also, by its very nature, in the business of programming minds. It is, therefore, a decisive activator and determinant in the condition of human consciousness and human behavior.

To be sure, thanks to PBS and programs like Nova, or programs such as those presented by Dr. Wayne Dyer, and talks shows like Oprah, not everything on tv today is vapid.  But the suppositions of network television programmers leave much to be desired.

Many have already looked at the relationship of violent programming and violence in our society. How many have looked at the tendency of too many programs to anesthetize its viewers with vapid material that merely fills time slots and tranquilizes people into deadened passivity instead of engaging, enlivening and opening their minds and hearts? How many have seen a relationship between the increasing number of shows dedicated to what I call “negative creation” - to tabloid mania and the lowering of consciousness? Just what is it that programmers and producers think they’re doing? Do they think that these kinds of magazine and talk shows, characterized as they are by violence, vicious gossip and the baser side of human behavior, bring out the best in people?

It’s much clearer that these programs depress our spirits and undermine and violate our deep yearning to rise above separatism, greed, selfishness, vulgarity and self-hatred. ”

There is the argument that these are the shows that people want; these are the programs that pull in the ratings [and whatever pulls in the ratings pulls in the bucks]. Television executives are adept at noticing what works. What works is what is entertaining and what gets attention. What gets attention is what seems enlivening. They’ve made the choice to create a kind of enlivenment packaged as entertainment that presents the baser side of human experience, knowing that humans, out of their boredom, self-doubts, or lack of fulfillment, can be attracted to the negative if they don’t have the option of turning to the positive that’s packaged in an equally entertaining fashion. Humans are attracted to negative or positive creation, because humans are creative beings.

These tv executives have chosen to ignore the possibilities for entertaining, enlivening programs that not only captures what’s real (for surely many of the suffering souls who expose themselves to national TV audiences on the plethora of current talk shows are having “real” experiences) - but they’ve also chosen to ignore that which points to truth.

The feeling of anxiety is real, but actions based on anxiety are about the future, which is illusory since it is a moment in time which has not yet occurred. The feelings of guilt are real enough, but actions based on guilt come out of a memory of something done in the past. The past is gone forever and, like the future, is an illusion in the context of the here and now. Therefore, actions that emanate out of anxiety or guilt are not true; nor are most actions that emerge out of fear, since fear is almost always a distortion that stems from some conditioning.

While we must always acknowledge as real what people are feeling, we must set our sights on looking for the truth. The truth is always illuminating, and when the truth is spoken, it clarifies that which is distorted, no matter how “real” the distortion feels. The truth is that we as humans are struggling through the negativity of this world, the negativity that is a condition of duality, to find what’s really true. What’s really true has to do much more with what lies in the deepest recesses of our hearts:  love, understanding, insight, inspiration, and all that is connected to a fuller, richer dimension of human consciousness. The struggle to reach and access higher truth, the struggle through negativity, is a noble story worthy of telling, but we must always be mindful of its contextual underpinning, of the truth that lies waiting to be revealed in the deeper recesses and on the higher planes.

People who feel fundamentally powerless, depressed and/or frustrated will turn to programs that represent pure escapism or depict scenarios that portray a reality uglier than the one we live in, especially when there are few other options; and when programmers have turned away from the creation of material dedicated to what is true. Egos need reassurance, but this is a reassurance that negates the nobler possibilities and potentialities of human nature.

Television as a business is money-driven, pure and simple, some would argue. The pattern shows that what makes money is what represents the lower aspects of the human condition. This is distorted, unclear and irresponsible thinking.

The pattern exists because it is a pattern that shows itself to work, to the detriment of a newer, more positive pattern that has been undertried because it has been harder to think of programs that inspire us, encourage us, and lift us out of our negativity that are also entertaining. The reason it’s been harder is because we tend to stay with what works.

The human mind can be manipulated to exercise curiosity, attraction and addiction for lower forms of energies out of an external environment that intentionally or unintentionally supports these conditions. Humans seem to be attracted to the energy of negative drama, or negative creation; but I would argue that at the deepest level they are attracted to what enlivens and brings meaning to their lives. Sadly, television executives seem adept at not noticing this truth.

Television must do more than mirror the state of consciousness in our society. If people feel isolated, powerless, frustrated, unexpressed and suppressed, is it socially conscious and conscionable to present programs that sustain and reinforce the status quo? To my way of thinking, it’s just as ugly to present sleazy gossip as it is to present violence for violence’s sake. Both kill the human spirit and the human imagination.

At the core of the problem is a severe underestimation and/or underwillingness to recognize the capacity and need of human beings to be seen and to reach for their higher potential and promise. Humans need to grow, to love self and others, to create, to express, to build, to connect, to cooperate, to imagine and to be challenged. Every human being who comes into this world, at the deepest level wants to make a difference in this world.

New and more programming with a human potential/spiritual dimension must also focus on programs that inspire people to go out into the world to do something constructive.

Programmers must find ways to engage people in their real lives, and to design viewing as a step towards that lively creative engagement, not merely to sustain the disempowering energy of passive “viewing.”

What has been insufficiently supported in television programming is the idea that people can rise from mere existence to a sense of being intellectually, emotionally and spiritually alive. What has also been insufficiently supported is the idea that television can enrich, empower, expand, inspire, inform, educate and entertain. Instead of descending into programming that reflects the lowest common denominator of attitudes, tastes and proclivities of our collective viewing population, television can pull and raise content to the highest values of human aspiration. In so doing, a whole new kind of energy and presence can be achieved on the screen, lifting and guiding and challenging individuals and society to new heights and new vistas.

None of this is to say that the “shadow” dimension will be ignored. On the contrary, we want to shed light on the parts of ourselves that we repress out of guilt, shame or our sense of inappropriateness in society. It may be that some of the popularity of so-called “sleaze” programming is based on people’s projection of their own shadow onto the shadows of people they see on the screen. If so, there may be some purpose to these shows. What makes more sense, however, is to consciously reveal the energy and aliveness contained in the shadow, and offer people the hope and promise that this energy can be transformed and moved in constructive, even spiritual ways.

Television can support the driving force of evolution and the ascension of consciousness in every man, woman and child. It can support what moves forward. The greatest lesson yet to be learned is that television as a for-profit enterprise need not preclude television as a vision-driven force for good in the world. What supports the best in people supports our highest values. What supports these highest values has value. We need to move towards a society that values this kind of value above all else. When we do, the money and marketing considerations will flow out of vision. The reverse can never be true.

We need to stand ready to say NO to the horrors of this past century and say YES to a brighter, more enlightened future for men, women and children everywhere. It’s time to create a kind of television that supports E Pluribus Unum : “many out of the one” and individuals within community; a kind of television where every human being can be inspired to grow, to enrich their lives and to fulfill their missions in the world. That’s what will create true social empowerment and the kind of global interconnectedness that will make the 21st Century filled with unimaginable hope and possibility.

1.  “Vivekananda: Lessons in Classical Yoga” by Swami Vivekananda (edited by Dave DeLuca) is, in my opinion, a spiritual masterpiece.  There are two reasons for this:  first, one can recognize almost instantly that the book is universal, and has relevance for anyone of any religious persuasion; and second, it is simple at the level of profundity.  

I have never read a book that speaks to the reality of the great Oneness that permeates the Universe, existence and our lives, in such a compelling and inspirational manner as does Vivekananda in this wonderful compilation of the great Swami’s own speeches and writings.

I recommend this book highly for seekers and realizers alike.

2.  “From Diversity to Unity: Return to the One Spiritual Source” by Hua-Ching Ni, a great Chinese master who in his youth learned from highly achieved masters in the mountains of China.

The book endeavors to review the objective reality of the world’s great religions, but then works to reintegrate the flow of different cultures and present them as one universal culture.  It’s a wonderful read for people who honor humankind’s diversity, but also see the Unity that transcends diversity.

3.  “The Writings of Florence Scovel Shinn” by Florence Shinn.  Florence Shinn was a pioneer on the subject of the power of positive thinking, the power of the spoken word, and the power of treatments and affirmations.  What a wonderful book, with powerful affirmations and treatments that can make a difference in clearing the cobwebs of the mind, and manifesting abundance and fulfillment in your life.

“Self Matters:  Creating Your Life From The Inside Out” by Dr. Phil McGraw is the best self-help book, both written and audio versions, I’ve ever read or listened to – and I’ve read and listened to many.  Dr. Phil starts out with an essential premise:  we all come into the world with an “authentic self” – and that organic self, filled with natural God-given unique talents and attributes, becomes marred with negative programming and influences from key people in our external lives, at crucial points in our growth and development, that distort who we truly are in terms of how we see ourselves.  We develop a false self-concept.

Until we can break down these key moments, and key influencers in our lives, and the negative messages and belief systems about ourselves we’ve bought into – the path along the journey of life can be rocky and problematic.  Dr. Phil then provides exercises and questions we can give ourselves that help us isolate those moments, and allows us to come into contact with the false messages and false beliefs we’ve absorbed – and by becoming conscious of them – our path to releasing them, and coming into a healing realignment with our authentic selves, can begin.

It’s not that the information is glaringly new – but it is brilliantly and simply presented – from a man who’s obviously not only gone through the process in his own life – but who’s deeply thought through the cause-and-effect relationships, and presents his findings in an upbeat, confident, centered and inspirational style of delivery.  The book reaches, and has impact.

I recommend the book to anyone who’s been through therapy, self-therapy or no therapy.  Dr. Phil seems to be the therapist we all deserved, but didn’t necessarily get.

Some time ago, I realized why I probably chose public relations as a career, and publicity, specifically.  First, I was enough in touch with my “authentic self” to realize I loved to write, and loved to communicate.  I also enjoyed the art of persuasion.  Second, my false or inauthentic self had a great need for approval from the outside – beyond the norm.  Public relations provided a certain satisfaction for the fulfillment of my talent – and my need.  But the latter was somewhat out-of-whack.  I craved getting the approval of editors and producers on a story I had pitched.  And I felt a real down when the proverbial “rejection slip” came along – the “no, not interested.”

I think this is true for a number of my colleagues in this field, as well as literary and entertainment agents.  We live for the approval, and “die” when the rejection comes.  We confuse the approval or disapproval of our pitch, for ourselves.  We believe we’ve been rejected when nothing could be further from the truth.

The way out of this, for me, was to come into greater touch with my authentic self, and develop greater self-respect for who I truly was, and to disassociate rejections from rejection of “moi.”  Perhaps strains of this false belief, that I had to count on approval from journalists for my own self-affirmation, came from the fact that I am the child of parents who survived the Holocaust.  Perhaps I inherited a semi-conscious belief that we are “not good” because society once said so – and that we are embarked on a path where we constantly seek society’s approval.   

The story of how I moved through that is too long for this blog entry – but the turnaround comes from a moment, and recurrent moments – of realization that my self-concept is affirmed by me, from the inside out.  I don’t ultimately need anyone to approve of who I am, or what I’m worth.  My worth – and our worth – is inherently God-given.  I am – and we are – individualized creative expressions of a Higher Power; and so I am perfect just as I was created. 

That led to a moment as a publicist where I no longer invested my own self-definition or self-worth on the approval or disapproval of a journalist’s reception to my pitch of a story idea.  I became “unattached” to the outcome of that pitch.  And when I did that, I noticed that I gained increased respect from journalists – but most important, from myself.

More corporations should engage in global cause-related, and value related marketing.

Companies gain by supporting causes.  Most companies “invest” in causes that relate to the interests of the communities they do business in - to draw the support of their constituencies within those communities.  This is a good thing, because it creates a win-win for the company and the cause.

How many companies take an even higher road?  How many support causes that do not necessarily impact upon the communities they do business in - but impact upon the common good of us all?

Ending poverty on our planet would have a huge impact upon the common good, and the viability of a more peaceful world.

I’ve often wondered why a consortium of companies cannot come together in a kind of Marshall Plan to help rid the world of impoverishment?

This convergence could be organized and coordinated geographically and philanthropically; and specific companies could “invest” in targeted poverty-ridding measures in specific regions - such as microfinance and job training; literacy programs; AIDS prevention; agricultural self-sustaining programs, etc.

Global warming is another cause transcending any one part of the world, affecting us all.  Why cannot another consortium support projects that have to do with reducing our dependency on fossil fuels?  Beyond energy-related companies getting involved in such an effort, any company could rise to the occasion of good world citizenship and commit to public relations and advertising campaigns that educate our citizenry on the importance of this topic.

The new value has to be the preservation of humanity, and our planet. I’ve already spoken to the need for a new “Ten Commandments of Sane Public Relations Values” (see:  http://www.prstraighttalk.com/the-whole-truth-and-nothing-but-the-truth-part-ii/).

The question is, can corporations whose primary vested interest is in their own self-preservation and economic viability, see the “points” to be gained for their own reputations by rising above community self-interest to see the ultimate good by supporting global self-interest?  Can these corporations act first with an altruistic concern for us all, before they secondarily recognizing the benefits of public support and appreciation for such a commitment? 

Can wise and socially aware and conscious public relations advisors counsel the companies they represent to take this higher stand for the good of us all - but also for their own ultimate good?

Is there enough courage within the public relations community to do this?  Is there enough courage and commitment with the corporate community to listen and to act?

Must we rely only on our governments to take action?

Is there enough awareness of the emergence of a new global culture, and enough heart about our interdependence on this planet as one human family, for corporations to act with exceptionality?

There’s a question for the Age!