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Public relations is skill learned best through experience. In this exclusive interview – which is pretty much a recorded public relations master class – Peter Himler goes deep into public relations agency best practices.

Peter Himler is the principal of Flatiron Communications, a PR firm in New York City. He was the Chief Media Officer at Edelman and spent 11 years at Burson-Marsteller as head of media strategic and worldwide spokesperson.

Prior to Burson-Marsteller, Peter was media director for six years at WPP sister agency Cohn & Wolfe, preceded by five years at public relations consulting firm Hill and Knowlton, where he led its broadcast and consumer media group.

Peter is president of the Publicity Club of New York. He also sits on the Communications Committee for United Way of NYC and on the Board of Advisors for the Communications and Media Studies Program at Tufts University.

Last year, PR News named him PR Consultant of the Year, and PR Week awarded the eight-year PR program he led for the World War II Memorial, its Public Sector Campaign of the Year.

SHOW NOTES:

5:26 - Peter Himler on why there is a negative image of the PR consultants.

6:36 - Himler talks about whether blogging can improve the PR consulting trade's reputation.

7:54 - Himler shares his views on public relations agency leader Lizzie Grubman.

9:11 - Himler discusses why Page Six is still an institution: "Gossip has grown up and is all over...The Post Page Six...it tends to lead to a lot of other news media coverage and gets picked up..."

11:21 - Himler talks about the extortion scandal involving Jared Paul Stern.

13:19 - Himler on whether our fixation with famous people and celebrity PR.

14:56 - Himler talks about whether the desire for attention motivates PR consultants to blog.

16:56 - Himler on the dichotomy present in PR consulting: "...we're caught between our need to command and control the message...and also the importance of being transparent and full disclosure..."

20:26 - Himler talks about whether there is a difference between declassification and leaking information concerning the Scooter Libby document.

21:43 - Himler on whether there is a conflict of interest for PR consultants who blog about their clients and their own speaking engagements: "I think to write a blog for the express purposes of promoting a client would be disingenuous."

23:43 - Himler talks about whether PR consultants need to clearly denote if they are talking about a client on their blog.

25:10 - Himler on how citizen journalism and the blogosphere impact the mainstream media public relations: "...the once powerful mainstream earth-shaking media don't have that kind of power anymore."

27:47 - Himler talks about the Jeff Jarvis incident with Dell.

30:18 - Himler talks about the effect of Jeff Jarvis's "personal crusade" against Dell.

31:41 - End.

Charles Connor goes On the Record...Online with host Eric Schwartzman to discuss crises communications, the American Red Cross's response to Hurricane Katrina, and using the internet to communicate with the public.

Charles Connor is senior vice president for communications and marketing at American Red Cross. He oversees internal, external, and stakeholder communication and marketing including market research, creative resources, governmental relations, advertising, entertainment outreach, events management, historical resources and media relations. Previously, Charles served as the Principal for Client Strategy at The Dilenschneider Group in Chicago. He also served as the first director of public affairs for the federal judiciary, as well as the chief operating officer for the United States Navy's global communications program. In 2005, Charles was one of the three American Red Cross executives to have been named Public Relations Professional of the Year by the Public Relations Society of America, in recognition of the strategic communication plan created and implemented during one of the worst hurricane seasons this country has seen.

SHOW NOTES:

3:16 - Chuck Connor talks about being on PR Week's list of the top ten most daunting PR jobs.

3:50 - Connor explains what crisis communications is.

4:49 - Connor on the steps organizations should take to prepare for a potential crisis.

"I'm a believer...that it's very hard to plan for every crisis. I think you need to keep your head on, I think you need to keep your emotions under control..."

7:54 - Connor on how to determine whether there is a crisis in a company.

8:41 - Connor talks about whether FEMA's alleged late response to help Katrina victims impacted the public's perception of the Red Cross's relief efforts: "This Katrina matter...took every resource the United States and the United States government could throw at the problem. It was far bigger than FEMA, it was far bigger than the Red Cross, and it was almost too big for the whole Department of Defense."

10:14 - Connor discusses how he first heard about the Katrina disaster. "My deputy Darren Irby...[said] it was as if a nuclear bomb had gone off."

11:04 - Connor on how he felt when he received the news about Katrina.

12:12 - Connor talks about his role in communicating on behalf of the Red Cross.

13:28 - Connor on how the Red Cross uses the internet to communicate with the public: "We take the web and internet very seriously...we're going to put more importance to it"because it is a channel that we can use to let the public know what the Red Cross message is directly, unadulterated by reporters or other kinds of gatekeepers."

14:42 - Connor talks about the importance of the Red Cross's site, www.redcross.org, and the critical information it offers.

15:53 - Connor offers words of advice to other corporate communicators who are asked questions that they cannot answer.

17:36 - Connor on what the ambushed, unprepared executive should say to the media.

18:28 - End.

In this exclusive interview with legendary public relations agency founder Al Golin -- who passed away in 2017 at the age of 87 -- talks about public relations agency management, promoting healthy client-agency relationships and the secrets of successful PR.

SHOW NOTES:  

4:24 - Al Golin explains what public relations is.

5:35 - Golin on the difference between public relations and media relations, and how the fields have changed over the years: "...it's the era of the individual not the masses...and that's really because of the internet and because of all this new technology we're seeing."

7:12 - Golin discusses makreting services that clients typically receive from a public relations firm.

7:52 - Golin talks about the different practice areas that comprise public relations consulting.

9:05 - Golin talks about the objectives of an internal communications staff versus an external communications staff.

10:33 - Golin on how his PR Firm goes about helping new clients.

12:51 - Golin discusses a client's responsibility in its relationship with a public relations consultancy.

14:49 - Golin on successful client-agency realtionships.

16:17 - Golin discusses whether a PR firm's deliverables are more important than the actual relationship with a client.

17:02 - Golin on how some government officials who do not deliver results remain in office.

18:17 - Golin talks about what to do if a client has unrealistic expectations of a PR consultant.

19:29 - Golin on whether client expectations of a PR agency are more or less realistic today.

20:47 - Golin on the significance of public relations and reputation management: "...trust really can make or break a brand. It's not just good will. This is a very tangible thing that can mean lots of sales or no sales."  

21:44 - Golin offers his views on thought leadership in the public relations consulting trade.

25:14 - Golin explains how to create thought leadership for a client.

26:28 - Golin on helping clients write op-eds to gain exposure: "...getting exposure for the sake of exposure is the wrong thing. It [the subject of the op-ed] really should be something meaningful to that person and captures that person."

28:05 - Golin talks about hiring the right public relations agency.

29:44 - Golin discusses public relations consulting rates at boutique, mid-size, and global public relations agencies.

31:03 - Golin talks about the hourly PR consulting rates at different size public relations agencies.

33:50 - Golin on whether clients receive more attention from senior-level staffers at boutique PR agencies versus large public relations firms.

36:25 - Golin talks about how GolinHarris shares the billing of a client over a global market.

37:52 - Golin shares what he thinks is the single most important thing to look for in a PR firm.

40:13 - Golin on how he maintains an optimistic perspective on PR consulting: "...you have to really enjoy what you do, and I still do...the best thing I like to do is work with clients..."

41:52 - Golin on the impact of technology on transparency: "We live in this transparent society now...I think companies and people got away with things in the good old days that they could never get away with today..."

43:24 - End.

This is an exclusive interview with Harold Burson – who passed away on Jan. 10, 2020, at the age of 98 – who talks about public relations agency management and shares advice to PR job seekers.

Harold handled crisis communications for the infamous Tylenol-tampering case and a devastating gas leak in India.

He was the founding chairman of PR consultancy Burson-Marsteller, called "the century's most influential PR figure" in a survey conducted by PRWeek.

The architect of the largest public relations agency in the world, Burson has contributed to the public relations industry and worldwide community as a member and leader of several organizations, among them Presidential appointee to the Fine Arts Commission, Chairman of the National Council on Economic Education, and Chairman of the USIA Public Relations Advisory Committee.

Burson has received numerous honors and awards, including The Public Relations Society of America Gold Anvil Award and the Arthur W. Page Society Hall of Fame Award.

He was named Public Relations Professional of the Year by Public Relations News in 1997 and 1989.

SHOW NOTES:

5:37 - Harold Burson on defining public relations: "...I think one of the problems today is the broad umbrella of public relations is being equated with marketing publicity..."

6:45 - Burson shares his thoughts on blogging and what he has learned from starting his blog.

7:56 - Burson offers advice to university students entering the public relations workforce.

8:58 - Burson on whether a new employee entering a PR firm needs to be tech savvy.

10:33 - Burson talks about the shift in the balance of power in PR consulting.

12:02 - Burson on how a PR consultant should manage client expectations: "The best client relationships and most effective client relationships are when the two parties to the agreement or to the project are working in tandem and you can't tell at the end who really...deserves the credit."

13:26 - Burson on whether client expectations are more or less realistic today.

14:56 - Burson talks about how to respond to a client that is not satisfied until he or she receives coverage in The Wall Street Journal.

16:39 - Burson on whether a relationship with a client is more important than the results delivered for the client.

18:18 - Burson on the struggle of the mainstream media business: "...people no longer depend on a newspaper for breaking news."

20:04 - Burson discusses whether blogs, podcasts, and social media are effective corporate communications channels.

21:20 - Burson responds to a question on whether more public relations consultants will embrace the internet to communicate directly with constituents: "I see public relations consultants taking advantage of every opportunity there is...to disseminate information for their client."

23:00 - Burson talks about transparency in PR and bringing the Tylenol tampering scandal to 60 Minutes. "...It was a story that we felt had to be told to the American people..."

24:41 - Burson on what his strategy would be for a PR firm if he were starting over today.

28:11 - End

Sally Falkow goes On the Record...Online with host Eric Schwartzman to discuss what public relations is, how new media technology is affecting the practice of public relations, and whether PR practitioners need to embrace new media tools.

Sally Falkow, president and senior web strategist of Expansion Plus, has created effective internal and external communication strategies for both large and medium sized enterprises for 25 years. Since 1999 Sally has translated her extensive experience in communication to the internet and is now recognized as one of the leading web site and internet marketing strategists in the U.S. Her main interest is in the shift in media consumption and how new technology is affecting the practice of public relations. Sally is certified as an Accredited Public Relations Practitioner by the Public Relations Society of America and has authored several books on website marketing strategies and the use of new technology in PR. She has lectured in Communication Theory, Public Relations Strategy and Consumer Behavior at the University level, and is in demand as an expert speaker on how online news, blogs and RSS are influencing online PR and marketing.

SHOW NOTES:

4:56 - Sally Falkow discusses the interest of the attendees of the Media Relations 2006 conference in new media tools.

5:58 - Falkow talks about the coverage of new media technology at Syndicate, the New Communications Forum, and conferences hosted by Infocom Group and PRSA.

7:42 - Falkow on why there is a lack of interest from the PR community in new media tools.

8:44 - Falkow on client perceptions of blogs, RSS feeds and other new media tools.

10:08 - Falkow on whether PR people's understanding of RSS feeds has changed over the last 18 months.

14:08 - Falkow talks about what public relations is and the history of the industry: "Our job is to establish and maintain understanding and good relationships with the various publics of the company...it's not called media relations, what we do is called public relations."

18:32 - Falkow on whether PR people are embracing blogging and other new media tools.

20:09 - Falkow talks about the impact of activity on the blogosphere on corporate reputation: "With Dell...really and truly if they have been watching the blogoshpere like every PR company should, it [Jeff Jarvis's complaint against the company] never would have escalated..."

26:40 - Falkow talks about whether PR people need to learn how to use new technology tools themselves.

29:37 - Falkow discusses a study conducted by SEO-PR about the effectiveness of wire services and their ability to search engine optimize.

35:47 - Falkow on whether it is important for companies to search engine optimize their press releases on their own websites. "Every single site that we've put an RSS feed on their news updates and press releases within three, four, five months, that page becomes the number one entry page to the site; that's the biggest way that people are finding their website..."

38:25 - Falkow talks about receiving a preview of her book The Power of Online Syndication in Public Relations, that she co-authored with Rok Hrastnik, at http://rss.marketingstudies.net/pr

Eric Rabe, vice president of media relations at Verizon Communications, goes On the Record...Online with host Eric Schwartzman to discuss the controversy over free municipal Wi-Fi services, the issue of Net neutrality, and the direction in which Verizon Communications is heading.

SHOW NOTES:

3:57 - Eric Rabe talks about the direction in which Verizon Communications is moving.

5:23 - Rabe explains Verizon's FiOS service.

7:46 - Rabe talks about why the U.S. is behind in its network connection speed compared to other nations.

9:50 - Rabe on the difference between the use of DSL in the U.S. and Hong Kong.

10:20 - Rabe talks about the technology Wi-Fi and the ways to use it.

12:05 - Rabe discusses the controversy over free municipal Wi-Fi services:

"...if the issue you're trying to solve is affordability of internet connections I think there are many ways to do it that are more efficient that having the government go out and try to build a telecommunications network."

14:32 - Rabe on whether there are advantages to using Wi-Fi to deliver broadband to the public.

17:06 - Rabe talks about Verizon's partnership with Yahoo and whether it poses a challenge to the networks: "...there's no doubt in my mind that IP technology is going to be the way television will be delivered in the future. Verizon certainly recognizes that...Verizon is well positioned to be a leader in that developing world."

19:07 - Rabe discusses the issue of Net neutrality.

22:23 - Rabe on how Net neutrality affects Verizon.

26:02 - Rabe responding to a question on how Yahoo can be both a competitor and a partner of Verizon: "...it's nothing personal, it's all business...we have a lot of respect for all of these companies, Yahoo, Google, MSN..."

26:53 - Rabe on the challenges consumers will be faced with when choosing their media over the next 10 years: "I think the big issue for consumers is sorting through what's available...its not just a matter of finding it and choosing stories to read or videos to watch, but it's also the issue of credibility and reliability."

29:10 - Rabe offers advice to other marketing and communications executives.

30:21 - End.

Peter Himler goes On the Record...Online with host Eric Schwartzman to discuss the reputation of the PR industry, the reasons why PR practitioners blog, and whether there is a conflict of interest for PR practitioners to blog.

Peter Himler is principal of Flatiron Communications LLC, a PR/media consulting firm in New York. He most recently was Chief Media Officer for Edelman Worldwide following 11 years with Burson-Marsteller as head of B-M's U.S. corporate and strategic media team, and its worldwide spokesperson. Prior to B-M, Peter was media director for six years at WPP sister agency Cohn & Wolfe, preceeded by five years at Hill and Knowlton where he led its broadcast and consumer media group. Peter is president of the Publicity Club of New York. He also sits on the Communications Committee for United Way of NYC, and on the Board of Advisors for the Communications and Media Studies Program at Tufts University. Last year, PR News named Peter its PR Professional/Media Relations Executive of the Year, and PR Week awarded the eight-year PR program he led for the World War II Memorial its Public Sector Campaign of the Year.

SHOW NOTES:

5:26 - Peter Himler on why there is a negative image of the PR industry.

6:36 - Himler talks about whether blogging can improve PR's reputation.

7:54 - Himler shares his views on public relations practitioner Lizzie Grubman.

9:11 - Himler talks about why Page Six is still an institution: "Gossip has grown up and is all over...The Post Page Six...it tends to lead to a lot of other media coverage and gets picked up..."

11:21 - Himler talks about the extortion scandal involving Jared Paul Stern.

13:19 - Himler on whether our fixation with celebrities is in the decline.

14:56 - Himler talks about whether the desire for attention motivates PR people to blog.

16:56 - Himler on the dichotomy present in the PR industry: "...we're caught between our need to command and control the message...and also the importance of being transparent and full disclosure..."

20:26 - Himler talks about whether there is a difference between declassification and leaking information with regards to the Scooter Libby document.

21:43 - Himler on whether there is a conflict of interest for PR practitioners to blog about their clients and their own speaking engagements: "I think to write a blog for the express purposes of promoting a client would be disingenuous."

23:43 - Himler talks about whether PR practitioners need to clearly denote if they are talking about a client on their blog.

25:10 - Himler on how citizen journalism and the blogosphere impact the mainstream media: "...the once powerful mainstream earth-shaking media don't have that kind of power anymore."

27:47 - Himler talks about the Jeff Jarvis incident with Dell.

30:18 - Himler talks about the effect of Jeff Jarvis's "personal crusade" against Dell.

31:41 - End.

Special Executive's Guide to PR Episode

SHOW NOTES:

4:24 - Al Golin explains what public relations is.

5:35 - Golin on the difference between public relations and media relations, and how the fields have changed over the years: "...it's the era of the individual not the masses...and that's really because of the internet and because of all this new technology we're seeing."

7:12 - Golin discusses the services clients receive from public relations agencies.

7:52 - Golin talks about the different practice areas that comprise a public relations service.

9:05 - Golin talks about the objectives of an internal communications staff versus an external communications staff.

10:33 - Golin on how his agency goes about helping new clients.

12:51 - Golin discusses a client?s responsibility in its relationship with an agency.

14:49 - Golin explains how to have a successful relationship with a client.

16:17 - Golin talks about whether the deliverables are more important than the actual relationship with a client.

17:02 - Golin on why some government officials who do not deliver results manage to remain in office.

18:17 - Golin talks about what to do if a client has unrealistic expectations.

19:29 - Golin on whether client expectations are more or less realistic today.

20:47 - Golin on the significance of reputation management: "...trust really can make or break a brand. It's not just good will. This is a very tangible thing that can mean lots of sales or no sales."

21:44 - Golin offers his views on thought leadership.

25:14 - Golin explains how to create thought leadership for a client.

26:28 - Golin on helping clients write op-eds to gain exposure: "...getting exposure for the sake of exposure is the wrong thing. It [the subject of the op-ed] really should be something that's meaningful to that person and captures that person."

28:05 - Golin talks about finding the right public relations agency.

29:44 - Golin discusses retainer fees at boutique, mid size, and global public relations agencies.

31:03 - Golin talks about the hourly rates of different size public relations agencies.

33:50 - Golin on whether clients receive more attention from senior level staffers at small agencies versus large agencies.

36:25 - Golin talks about how GolinHarris shares the billing of a client over a global market.

37:52 - Golin shares what he thinks is the single most important thing to look for in an agency.

40:13 - Golin on how he maintains an optimistic perspective on the PR profession: "...you have to really enjoy what you do, and I still do...the best thing I like to do is work with clients..."

41:52 - Golin on the impact of technology on transparency: "We live in this transparent society now...I think companies and people got away with things in the good old days that they could never get away with today..."

43:24 - End.

Ali Velshi goes On the Record...Online with host Eric Schwartzman to discuss the impact of citizen journalism on the mainstream media, receiving pitches from PR people, and using the internet to cover the news.

Ali Velshi is a business news anchor for CNN, who contributes regular business features and updates for "The Bottom Line" segment of the network's afternoon program, The Situation Room. Velshi previously hosted The TurnAround, CNN's small business improvement program that profiled a small business owner and a high-profile mentor as they developed a plan for success. Previously, Velshi anchored CNNfn's Your Money and The Money Gang. Before joining CNNfn in September 2001, Velshi was the host of The Business News, Canada's first and only prime-time business news hour. In 1999, he joined Canada's only all-business news channel, Report on Business Television, as an anchor. In 1996, he was awarded a fellowship to Congress by the American Political Sciences Association, where he worked with U.S. Rep. Lee Hamilton.

SHOW NOTES:

3:51 - Ali Velshi talks about how blogs, podcasts and citizen journalism affect CNN: "On the podcasting side, I really think that is the untouched future...and it influences us at CNN because we realize that people want information fast..."

6:10 - Velshi discusses whether internet companies are resurging.

7:14 - Velshi answers the question of whether sound bites are more tempered since the internet bubble has burst.

7:54 - Velshi offers his view on what makes a great interview.

8:43 - Velshi talks about how to interview someone that is media trained.

10:15 - Velshi discusses his recent interview with Bill Gates.

11:15 - Velshi on the impact of the internet on small businesses and whether small businesses need a presence on the web: "It [the internet] is absolutely the best thing that's ever happened to small businesses."

12:31 - Velshi on what he expects to find on a company's website: "I would say we do 70 percent roughly of our work on the internet...when we go to a company's website, we expect everything...we really want transparency on the website -- you don't want to have to guess what something means."

14:18 - Velshi talks about how FOX was able to gain such a large audience so quickly.

14:50 - Velshi discusses CNN's response to FOX's success: "...the ability to connect with the viewer will be more important to them [viewers] than the political view that's expressed."

16:58 - Velshi talks about the internet's influence on networks that rely on geographic exclusivity: "...I think there's a whole different way in which people choose to get their information whether it's all the channels on TV...or all the channels plus what's available on the web, plus podcasts, plus blogs..."

18:45 - Velshi shares his view on whether the news print business is sustainable.

19:58 - Velshi talks about his podcast: "...the idea is that...I give them [listeners] something to relate to. It's the stories behind the news that they're hearing about."

21:33 - Velshi on the objectives of his podcast from a business standpoint.

22:30 - Velshi discusses the progress of his podcast.

23:20 - Velshi talks about how many people listen to his podcast.

24:03 - Velshi on whether he's included things from pitches from PR people in his podcast.

24:33 - Velshi talks about who his influencers are, and the blogs and websites that he visits.

25:52 - Velshi on how many email pitches he receives daily from PR people.

26:18 - Velshi talks about the stories he covers.

27:00 - Velshi discusses how he likes to receive his pitches, how long pitches should be, and what makes a great pitch.

28:43 - Velshi on the spam filters he uses and his policy on attachments.

29:20 - Velshi talks about whether email is less useful as a result of spam.

30:25 - Velshi talks about the use of RSS.

31:32 - Velshi shares his thoughts on Al-Jazeera's plan to launch in the United States.

33:01 - Velshi talks about the change in partisanship of news broadcast over the past 10 years.

34:29 - Velshi talks about how Apple's new capability to run Microsoft Windows will affect its business.

35:50 - End.

Harold Burson goes On the Record...Online with Eric Schwartzman to discuss the future of the public relations industry and offer words of advice to people both entering and working within the field.

Harold Burson, founding chairman of Burson-Marsteller, was described as "the century's most influential PR figure" in a survey conducted by PRWeek. The architect of the largest public relations agency in the world today, Burson has contributed to the public relations industry and worldwide community as a member and leader of several organizations, among them Presidential appointee to the Fine Arts Commission, Chairman of the National Council on Economic Education, and Chairman of the USIA Public Relations Advisory Committee. Burson has received numerous honors and awards, including The Public Relations Society of America Gold Anvil Award and the Arthur W. Page Society Hall of Fame Award. He was named Public Relations Professional of the Year by Public Relations News in 1997 and 1989.

SHOW NOTES:

5:37 - Harold Burson on defining public relations: "...I think one of the problems today is the broad umbrella of public relations is being equated with marketing publicity..."

6:45 - Burson shares his thoughts on blogging and what he has learned from starting his blog.

7:56 - Burson offers advice to university students entering the public relations workforce.

8:58 - Burson on whether people entering the workforce need to be tech savvy.

10:33 - Burson talks about the shift in the balance of power of the PR industry.

12:02 - Burson on how to manage client expectations: "The best client relationships and most effective client relationships are when the two parties to the agreement or to the project are working in tandem and you can't tell at the end who really...deserves the credit."

13:26 - Burson on whether client expectations are more or less realistic today.

14:56 - Burson talks about how to respond to a client that is not satisfied until he or she receives coverage in The Wall Street Journal.

16:39 - Burson on whether a relationship with a client is more important than the results delivered for the client.

18:18 - Burson on the struggle of the mainstream media business: "...people no longer depend on a newspaper for breaking news."

20:04 - Burson talks about whether blogs, podcasts, and other forms of consumer generated media are effective media channels for corporate communicators.

21:20 - Burson responding to a question on whether more public relations practitioners will embrace the internet to communicate directly with constituents: ?I see public relations people taking advantage of every opportunity there is...to disseminate information for their client."

23:00 - Burson talks about transparency in PR and bringing the Tylenol tampering scandal to 60 Minutes. "...It was a story that we felt had to be told to the American people..."

24:41 - Burson on what his strategy would be for PR if he were starting over today.

28:11 - End