Hedging Your Bets in PR

Standing in the infield with my big floppy hat, my feet caked with mud, and the tension spreading through the massive crowd of 150,000 people all rooting for the most exciting two minutes in sports, I couldn’t help thinking about work. Did I reach out to both the early morning and nighttime bookers at CNN? Did I hit the long shot – Today Show? Did I reach out to the sure thing – the marketing trades? I know it may seem odd to compare the 136th Kentucky Derby to PR but my experience last weekend made me realize the similarities.

Over the past month our team has been in hardcore pitching mode for a client that recently released a major branding report that took multiple man hours to complete and an assiduous marketing team to promote. Between the planning discussions, brainstorming, editing and finalizing, I would have bet $1 million that we were a sure thing for the morning, afternoon and late evening news. I even dreamt about Katie Couric reporting that, “Google was named the top brand of the year…” and that my client’s name was on the teaser at the bottom of the TV, “Next up: Brand Consulting Firm Releases Top 100 Global Brands…” We were a sure thing!

But even in PR you can’t always bet on the sure thing -- especially when a little company called Goldman Sachs appears before the Senate Investigations subcommittee or when a major oil spill in the Gulf of Mexico ruins a lot of people’s weeks… Both breaking news stories pushed our news aside but we continued to push through it and not give up in the 13th hour.

This same principle applies in horse racing – a horse with opening odds of 12-1 (Super Saver) could outrun the 3-1 favorite (Looking at Lucky) when the clouds roll in and the track goes from “fast” to “sloppy.” You never know what could happen out there so you trust your gut and keep on riding.

So lesson learned: hedge your bets. In PR, this could mean that you’re willing to comment on late breaking news that might indirectly tie to your company; or it could mean coming up with a vertical strategy by reaching out to publications that certain breaking news is less relevant to. But always remember to not give up - be prepared to keep riding the news cycle because you never know who might come out on top. Giddy up!

Remembering Carol Friend

May 2, 2010

Mr. Peter Walker

Chairman

PIELLE Consulting Ltd.

Museum House

London WC1A PL

United Kingdom

Dear Peter:

I hope this note finds you well and rested after Thursday's memorial service for our friend and partner, Carol Friend. Given our extra long layover in Paris due to the Icelandic volcano, it was impossible to sneak out of the U.S. again for Carol's memorial service.

But I wanted to send this note to you, and perhaps ask for you to share it with her mum, Ida, and family, so that I can express my feelings and respect for someone I considered an extraordinary human being, professional and friend.

I've only come to know Carol well since the early 2000s (my loss) through involvement in ECP Global. We quickly became close colleagues, allies and collaborators on a host of business issues. Her counsel was always wise, her wry humor omniprescent and her pragmatic approach to solving problems and getting to the finish line a strong comfort. I treasure the time we worked together on Octal, emoze and other common clients.

Carol was both a deep individual/thinker as well as a humane person. She volunteered her time and energy and always operated with a strong ethical compass. I learned to trust her and treasure her advice.

I personally looked forward to our shopping expeditions in many world capitals and the joy she found when we went to the Woodbury Commons outlet mall in New York together after she bounced back from a round of surgery. She took particular glee in finding some Anne Fontaine blouses at outrageously low American prices.

As much a sense of loss that I feel here, I can only imagine the one you feel after working, sweating and laughing together with Carol as your business partner for more than 30 years. My thoughts and prayers continue for you, your staff and your clients, to Ida Friend and the rest of the family.

Despite our sadness, I hope that you all take solace in the fact that the public relations industry on both sides of the Atlantic, is a better institution due to Carol Friend. We will miss her, remember her and cherish our times together.

Sincerely,

Henry Feintuch

President

Feintuch Communications &

Director, ECP Global Communication