How to Compromise a Friendship with One Pitch

Rachel Ryan

More than any other city in the world, Washington, D.C. is infamous for its “networking.” This is town where even the most sincere of friendships are often colored with ulterior motives.

After all, “You scratch my back, I’ll scratch yours” is a concept that extends well beyond the backrooms of Congress.

In our case, media and public affairs go hand-in-hand. Journalists, or “hacks,” rely on us “flacks” as much as we rely on them. For every hack that hangs up the phone on your pitch or immediately funnels all press releases into her junk folder, there are many more counting on us for good stories, angles and interviews.

But what happens, in a town like D.C., when hacks and flacks inevitably mingle outside of work and develop earnest friendships? Some might think this sounds ideal but, trust me, it has a high potential for awkwardness if you get too overzealous.

No one ever wants to feel used. Just because you’re good friends with a journalist doesn’t give you, as flack, the right to call them up and pull the dreaded Friend Card.

Flack: “Please, do me this favor, as a friend, and pick up my press release.”

Hack: “… But it’s not a good story.”

Flack: “PLEASE.”

A good flack’s reputation is on the line every time they make a contact trying to “sell” a story. Begging a friend to write a piece for friendship’s sake is a good way to compromise a friendship or, at the very least, relegate your pitches to the junk email folder. The long-term trust and credibility of the relationship is infinitely more important than the short-term benefit of any one-time media hit you might have managed to wangle. Not to mention, if you have to call up a friend to beg for the favor, you clearly don’t have much faith in your story.

That is not to say, however, that you shouldn’t leverage your friendships, when appropriate.

I put the question to one of Washington’s esteemed political reporters who also happens to have been a good friend of mine since well before I became a flack. Our conversation went like this:

“I just feel weird pitching you or anything,” I admitted.

“Why?” He asked.

“Because I don’t want you to get the impression that I’m using you.”

“Please, that’s how the game is played. And you’re not using me. We need you as much as you need us.”


The Keys To Executive Visibility Are Right In Your Pocket

Bob Brody

Let’s suppose the chief marketing officer of your organization came to you and declared, “Our CEO wants to get out there in the media. Here’s his bio and some talking points. Now let's go schedule that close-up with Maria Bartiromo.”

What to do (even allowing for that slightly exaggerated scenario)?

As it happens, I took a crack at that very question in a recent talk about how to generate executive visibility that I gave at the annual conference of the Council for Responsible Nutrition, the leading trade association representing dietary supplement manufacturers and ingredient suppliers. Senior communications executives from a wide range of members, including Bayer and Procter and Gamble, attended the event.

First, a quick caveat. Contrary to popular belief, executive visibility is about more than getting public attention for an individual. Or at least should be. In its purest form, it means leveraging said individual to represent something bigger. A concept. A cause. A brand. Or maybe all three.

At its best, then, executive visibility has the opportunity to create value that extends well beyond mere media impressions. Ultimately, it’s all about personifying your organization and amplifying its messages. Your C-suite spokesperson has the potential to establish an identity for your brand and, most important, build a favorable reputation that will last.

Toward that end, Leslie Gaines-Ross, chief reputation strategist at our parent company, Weber Shandwick, recently conducted a survey on C-suite visibility via social media. Bottom line: CEOs should use social media – among other available options – for the purposes of communication, reputation and achieving business results.

As for my own basic guidelines for executive visibility campaigns, here you go:

  • Ask if you should do this in the first place. Seriously. Some CEOs would rather stay behind the scenes, and operate better there. Or prefer to deputize others to step into the spotlight. So be it. Just because executive visibility is on your checklist may turn out to be the least of reasons to pursue it.
  • Be strategic. Define, in specific terms, your intent and anticipated results. What’s in this for your products and services? Determine your target audience. Are you catering to Wall Street or The Hill or going B2B with a particular private-sector community?
  • Secure cooperation up front. You need to win the executive in question over to your mission. Hold a face-to-face briefing rather than a conference call. Only if you enlist support and create trust do you have a prayer of success.
  • Collaborate like crazy. You may have all kinds of good ideas about the right approach to take, but no doubt others will, too. Seek feedback from all quarters about your mission and likely positioning, then cherry-pick the smartest tactics.
  • Get personal. Any media profile of a CEO, for example, is going to get into what makes that person tick. So play reporter and ask a lot of questions, perhaps even enough for the CEO to wonder why you’re asking so damn many.
  • Get the story. What matters most to your CEO? Besides, how exactly did he or she transform your organization last year? Only then will your key messages rise above and beyond corporate boilerplate.
  • Be provocative, or dramatic, or newsworthy, or at least a little interesting. Please. Maybe your CEO has a surprising point of view to share, or a secret strategy or insight that no one has ever expressed before. It could happen. And once in a while it does.

Conflict Drives Media Coverage

Greg McCarthy

(Photo Credit: Paris on Ponce & Le Maison Rouge)


ABC News legal analyst Dan Abrams recently stated it well: “The media has a bias toward conflict, right? I mean in general, when there is a conflict, the media likes it.”

Media today is motivated to frame stories as the presentation of opposing views and opinions to stimulate conversations and engagements amongst audiences. Although facts get reported, they are a lesser priority to content that produces and provokes passionate responses and discussion.

In a thoughtful and concise recent article in The Atlantic, Ta-Nehisi Coates, explains that under Florida law George Zimmerman could not have been convicted for killing Trayvon Martin.
The article was remarkable in how clear the facts of Florida statute are and how absent these facts were from the majority of media coverage of the case and the trial. It was a sobering reminder for anyone involved in a high profile issue that receives significant media coverage: Emotion and debate are what drive media coverage, not the presentation of fact.
Corporations should take a lesson: no matter how compelling the evidence, plain facts alone will not help to tell the story in the media or online and rarely move the needle of public opinion. 

To make an impact, messaging must resonate emotionally. Effective engagement happens when allies and supporters are motivated and compelled to act — to share personal stories, to fight for a cause or to become a brand advocate. 

The key lies in presenting the facts of your case while engaging the emotions of your supporters, advocates and audiences. 


Bringing Creative Mornings to D.C.

Lesley Fulop

Powell Tate is excited to share that Joel Daly, senior vice president of experience design, was profiled in today’s Washington Post Express for leading the Creative Mornings lecture series in Washington, D.C. As head of the D.C. chapter of the monthly breakfast series, Joel invites members of the creative community for a conversation about their work and industry perspectives. Joel helped launch the D.C. chapter in January 2013, joining the legion of more than 50 chapters worldwide. The next Creative Mornings lecture will take place on July 26 at the local Beltway restaurant 1776, and will feature a NASA astrophysicist.

Read more about Creative Mornings and Joel’s role as host in Washington Post Express interview here.


Spreading the Message of Malala Day

Luisa Castellanos

Malala Yousafzai address the UN General Assembly on Malala Day, July 12th.

"On the 9th of October 2012, the Taliban shot me on the left side of my forehead. They shot my friends too. They thought that the bullet would silence us. But they failed. And out of that silence came thousands of voices."

These are the words of Malala Yousafzai, the courageous 16 year-old girl from a rural village in Pakistan, as she addressed the UN General Assembly (UNGA) this past Friday, July 12th. It was her birthday, declared Malala Day by the UN to honor her courage and her mission, and she celebrated the occasion by addressing the UNGA and calling upon world leaders to fight for free compulsory education for every child. It was this very mission that labeled her a threat to Taliban leaders, who have terrorized her country, and who last fall attempted to silence her. Nonetheless, this brave girl persevered, and after an arduous recovery, refuses to be silenced ever again, for with hers, thousands of other voices have risen in her plight for universal education.

“The terrorists thought that they would change my aims and stop my ambitions,” she said, “But nothing changed in my life, expect this: weakness, fear, and hopelessness died; strength, power, and courage were born.”

In her address, she urged UN Secretary General Ban Ki-moon, and UNGA President, Vuk Jeremic, to call upon world leaders to urge for peace and prosperity, to find opportunities to include safeguards for women and girls, those most often disadvantaged by lack of access to education. She pleaded for the world to recognize that “one child, one teacher, one book, one pen, can change the world.”

Selfless as ever, this remarkable young girl declared: “Malala Day is not my day; it is for every woman, every boy, and every girl who has raised their voice for their rights.” She highlighted her tenants of tolerance, freedom, and equality, underscoring that she does not wish revenge over her Taliban attacker, but wishes for “education for all the sons and daughters of the Taliban, and all terrorists and extremists.”

Through our Impact Project, we are thrilled to be supporting the work of Malala through the newly established Malala Fund, an organization set up to help girls go to school and raise their voices for the right to education. Working together with global and local partners, The Malala Fund will focus on three key objectives:

  • Investing in Girls Education through innovative solutions to deliver high quality education to disadvantaged communities around the world.
  • Amplifying Voices of Educational Advocates to tell the stories of those who are fighting for their right to education
  • Channeling Collective Action to make girls education and true priority.

On Malala Day and every day, we share Malala’s resolve. “We will bring change to our world,” she resounds, “We are all together, united for the cause of education. Our greatest weapon: knowledge; our shield: unity and togetherness.” With that, she presented the Secretary General and the UNGA President with an hourglass, a reminder that time is precious and that there’s no better time than the present to take action on such an important issue. 


The Power of Engaging Elected Officials

Greg McCarthy

David Ignatius wrote a must-read story about elected officials meddling in the U.S. Air Force’s attempt to retire “unneeded warplanes.”

It’s a must read because of the valuable lesson it offers for companies fighting to keep a defense-related program alive: Get Congress, Governors, and elected officials involved early and often.

While Ignatius is critical of “parochial politics” overwhelming the defense decision process, it is a wonderful case study in how regional coalitions can impact and reverse the decisions of the military.

The article underscores why defense contractors should proactively and consistently create educational campaigns for elected officials that illustrate the value of their program to national defense, the industrial base, regional economies and jobs. In a time of increased competition for limited defense funding, having the support of elected officials is essential.

For more recommendations on what defense companies should be doing to engage elected officials, check out one of my previous pieces:


Shedding Light on Child Sexual Abuse

Jennifer Hendrickson

One year ago, the trial of former Penn State Assistant Football Coach Jerry Sandusky awoke the nation to the terrible realities of child abuse. The tragic revelations provided an unexpected opportunity for one small non-profit to educate the public about its mission to end child sexual abuse. For organizations to succeed in injecting themselves into sudden, inherently unpredictable breaking news, it’s key to have a well-honed message, be nimble enough to take advantage of fast-moving media opportunities and willingly jump in to controversial territory.

On the evening that the Penn State jury reached its verdict, our pro-bono client, Darkness to Light (D2L), seized the moment to steer the conversation toward what people can do to combat predators like Sandusky. Darkness to Light President Jolie Logan was quoted at length in The New York Times’ Motherlode blog , USA Today and elsewhere about the importance of adult action on child sexual abuse. “Every adult needs to know the facts and know the signs, so they are more confident and empowered to speak up,” urged Logan. “Perpetrators are drawn to places where they have access to kids and they are very talented at building trust in other adults, which is another reason education is critical.”

Another unexpected event that the organization was able to capitalize on was the release of That’s My Boy, a film which made light of statutory rape. Through a partnership with, Darkness to Light issued a petition urging the film’s distributor, Sony Pictures, to acknowledge the film’s glamorization of child sexual abuse. The petition quickly garnered 6,000 signatures and 3,000 e-mail acquisitions, and was featured in The Washington Post’s On Parenting blog.

Today, a year after the media deluge surrounding the Sandusky trial, Darkness to Light is sustaining the public’s consciousness about the prevalence of child sexual abuse – and adults’ critical role in prevention – because they were prepared to act quickly when news broke.


Trade Talks Begin

Jim Meszaros

When it comes to trade policy, most media attention focuses on expanding U.S. ties with China, India and other large emerging markets. But what’s lost in this conversation is the importance of the economic ties between the United States and Europe —ties that are significantly larger, deeper and have far greater impact on growth, jobs and consumers.

This week, the United States and European Union begin negotiating the Transatlantic Trade & Investment Partnership (TTIP) to establish a free trade zone across the Atlantic. The parameters of TTIP are ambitious and comprehensive. In short, TTIP will address the entire value chain of trade and investment issues that impact the bilateral commercial relationship between the European Union and United States — a relationship that today accounts for nearly 50% of the global economy, 30% of global trade and an estimated $3.7 trillion in cross-border investment.

If successful, TTIP will modernize the E.U.-U.S. commercial relationship and deliver sustained growth and job creation in both markets. Tariffs that make goods more expensive would be reduced. Regulations would be more consistent and aligned.

Of course, there are many difficult issues to work out, including the stark differences between Europe and the U.S. in agricultural trade, competition policies, and data and privacy issues, among others. This means it may take at least two years — and possibly longer — of negotiations, followed by a ratification process in the U.S. Congress and the European Council, before an agreement is officially implemented.

The outcome of what is starting this week will impact every U.S. and European company that operates or trades in each other’s market.

While it may seem a distant concern, companies must pay attention to these talks now. Doing so will enable companies to determine how their businesses may be impacted and will allow companies to engage with both Washington and Brussels throughout the negotiation process. 


Personal Stories: A Gateway To Global Change

Alix Floyd

TEDxWomen speaker Emily Peal. November 30, 2012 in Washington, DC. Photo: Ryan Lash

TEDxWomen speaker Emily Peal. November 30, 2012 in Washington, DC. Photo: Ryan Lash


Girl Rising, a groundbreaking film following the stories of nine girls in nine countries and highlighting the power of education to transform lives, aired last week on CNN—drawing praise and attention for shining light on the powerful role of women and girls in communities around the world. The success of Girl Rising and other story-based initiatives like MAKERS, underscores the critical role of storytelling in empathetic understanding, perspective, creating community and, ultimately, change.

Just last fall, TEDxWomen, curated and produced by The Paley Center for Media, took place in Washington, D.C. where women and girls around the world told their surprising, moving, funny and devastating stories of triumph and innovation to the TED global community.

We partnered with The Paley Center for Media to amplify these powerful stories across social media. Using quotes, pictures and storytelling tools, like Storify, these women’s inspiring stories reached audiences worldwide.

TEDxWomen saw unprecedented engagement online, speaking to what we’re learning about issue education and empathetic learning: personal stories resonate and inspire action in ways that statistics and long format research cannot. Issues like female genital mutilation, women’s representation in the media and the changing role of gender are too big and too complicated to be told with flat platforms. Storytelling captures more than statistics and problems, it captures the strength, struggles and visceral human emotion that inspires action, conversation and change.

We are proud and humbled to have partnered with the TED community and the Paley Center to elevate the voices of women from around the world and drive visibility to this unique platform for outstanding women to share their stories and inspire others.


Everyone Has Email. Why Doesn’t Your Doctor?

Rachel Ryan

This month, Powell Tate attended National Journal’s Health Reform Summit, hosted jointly with our client, CareFirst BlueCross BlueShield (CareFirst).

Among other things, the summit focused on patient-physician engagement and communication as an integral component of healthcare delivery and cost reduction. The concept is pretty intuitive: the more physicians are engaging their patients, the more aware they are of their patients’ conditions and, thus, the more able to provide appropriate and effective care.

In 2013, communication inherently implies email.

When discussing the importance of patient-physician communication, panelist Chet Burrell, President and CEO, CareFirst BlueCross BlueShield, put a question to the audience:

“You all send hundreds of emails a day. How many of you email your doctors?”

Of all the hands holding smart phones from which they were live tweeting, making Facebook updates, or sending emails, not one was raised.

We are living at a time in which virtually everyone is immediately accessible via a handful of social media platforms. Everyone, that is, except for medical professionals.

According to data collected by Manhattan Research, a health-care market-research firm, under one-third of doctors reported emailing with patients in 2012, up from 27 percent five years earlier.

The failure of the medical community to jump on the modernizing bandwagon has implications beyond convenience, as the comparative lack of accessibility often threatens patient access to care, all while increasing costs.

"As a doctor,” advised Burrell, “make it so when patients call your office, it's not a matter of negotiating a visit but rather, helping them.”

But why is it that doctors are so reticent to engage in a reform as seemingly quotidian and banal as using email? Some doctors worry that electronic communications risk the privacy and security of patient information. The Manhattan Research data suggests a reluctance stemming from the billing process, given that “the time spent emailing with patients is time unpaid. Few doctors charge for the service.”

Panelist Kavita Patel, M.D., MSHS suggested as much. “Doctors,” admitted Patel, a practicing physician, “are worried that if we talk honestly about skill-task realignment, we won't have enough business.”

If doctors can get you into the office for even the most routine of visits, they can bill the hours. Responding to emails, on the other hand, is much more ad hoc and difficult to track, given the rate at which patients would presumably email.

But despite the myriad complications posed by email, ranging from privacy to billing concerns, the fact remains that physician accessibility and communication are two big hurdles that must be jumped in order to truly reform healthcare.


PTDefense Weekly Tweet Chat Kicks Off

Greg McCarthy

Last week we kicked off our new series of PTDefense Tweet Chats in which each Friday we invite a defense or national security influencer to engage with our network on current issues. Our inaugural guest, PJ Crowley, former Assistant Secretary of State for Public Affairs and State Department spokesman, answered an array of questions ranging from the Iranian presidential elections to Hillary Clinton’s recent entrance into the Twitter world.

Check out highlights of the conversation below or click here to view the whole conversation with PJ Crowley.

We are looking forward to this week’s chat with Kate Brannen, a defense reporter for Politico PRO, on Friday, June 21. If you would like to ask Kate a question or participate in future chats, please tweet your questions to @PTDefense using #PTDefense.


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Soaring to New Heights: Solar Impulse Across America

Daniel Jacobs


This week, a revolutionary solar-powered airplane will take off from Lambert Field on a trip from St. Louis to Washington, D.C. – a distance of 834 miles – and will complete its journey without expending an ounce of conventional fuel.

With the wingspan of a 747 and the weight of a mid-sized car, the plane will soar up to 30,000 feet, fly day and night, and achieve what seemed impossible only a few years ago.

We know that human innovation and ingenuity are limitless. After all, we’ve traveled more than a quarter million miles to the moon and into the depths of the Earth. But we have not yet harnessed our intellectual capital to cultivate a more sustainable world.

And that’s where Solar Impulse comes in.

Inspiring the next generation of entrepreneurs, pioneers, and world leaders, Solar Impulse proves that we can use today’s technologies to tackle tomorrow’s challenges. The project demonstrates that we can be more efficient about how we live, how we work, how we travel, and how we construct our homes and businesses. Because if we can fly a plane on purely solar energy at 30,000 feet, what’s to stop us from adapting those technologies to improve the way we use energy here on the ground?

Powell Tate is proud to work with Solar Impulse on its historic flight across America. And we’re excited to welcome the plane to Washington this week!

If you’re in town, come on by and check out the Solar Impulse airplane at the Steven F. Udvar-Hazy Center near Dulles Airport on June 15, 2013


Powell Tate is one of D.C.’s “Best Places to Work”

Nicole Weissman

Powell Tate staff enjoy a limo ride to Washington Business Journal's Best Places to Work awards ceremony at the Hilton McLean Tysons Corner.

Powell Tate is proud to be named one of D.C.’s Best Places to Work by the Washington Business Journal. The list is based on an anonymous survey of employees, and if the online profile is any indication, analysts were convinced that our monthly staff lunch, beer on Friday evenings and an annual summer event are just a few of the reasons “Powell Taters” love to work here.

In fact, the survey examines much more than the availability of free food (though we do love food!). Insurance and other benefits, office space and a variety of other factors were included in the survey, which was filled out by employees at all levels.

Last week at the Hilton McLean Tysons Corner, members of the Powell Tate team joined employees from across the D.C. area for the Best Places to Work luncheon. According to the Washington Business Journal, the event represents “the excellent spirit and diverse characteristics of the many top companies across our region.” Our staff certainly experienced the energetic atmosphere.

Leaders from each of the companies being honored in each of three categories – small, medium and large companies – were invited to the stage to share what animal best represented their company and why. After much discussion at the Powell Tate table – where we were loath to choose any animal that might already have been selected by the time our turn came – Pam Jenkins told the crowd that our animal was the Arctic Tern, “because it migrates over 44,000 miles a year, and we go the extra mile for our clients.”

We thank the Washington Business Journal for the honor of making the list, and for hosting us at this fun lunch event. And here’s to all our employees, who are the reason Powell Tate really is one of D.C.’s best places to work!



New Strategies for a Changing Defense Landscape

If it’s not yet a perfect storm, it’s close to one for defense and security companies working to remain competitive in an era of reduced budgets and increased security concerns. Companies will have to communicate the value and the effectiveness of their programs more clearly than ever before. This was the topline outcome from the event our defense practice at Powell Tate cosponsored last week with Cassidy & Associates to discuss the future of global defense and strategies for success for industry leaders in the changing fiscal and security environment.

Moderated by Marjorie Censer, defense contracting reporter for The Washington Post, our expert panel explored global and domestic views on defense policy, military capabilities, politics, and budgetary insight and highlighted the ways that defense spending and changes to contracting requirements impact companies.

We heard from:

  • Kurt Volker, former U.S. ambassador to NATO and director of the McCain Institute for International Leadership
  • Brigadier General Michael E. Williamson, assistant secretary for acquisition and systems management for the Assistant Secretary of the Army for Acquisition, Logistics and Technology
  • Steven Grundman, principal of Grundman Advisory
  • Jay Maroney, Counsel, professional staff for the Senate Committee on Armed Services
  • Moshe Schwartz, specialist in defense acquisition policy for the Congressional Research Service

Panelists highlighted three major imperatives in today’s defense acquisitions landscape:

  • Leverage opportunities for off-the-shelf commercial systems: the Department of Defense (DoD) wants technologies that quickly and efficiently integrate with existing platforms;
  • Emphasize life cycle and savings: DoD and Congress want to know if a program will work, how much it will cost to implement, and what the return on investment will be over the program’s life cycle;
  • Protect security and the industrial base: Increased Congressional oversight, tightened purse strings and national security concerns mean that government and industry must consistently communicate to reduce risks.

The panel also affirmed that the U.S. remains the "arsenal of democracy": Allies around the world will continue to look to the U.S. to provide a stockpile of weapons and munitions in times of crisis. 

The defense industry’s brand positioning is changing rapidly and companies need to be prepared. As one panelist emphasized, defense companies have spent the last decade closely identifying with the "warfighter." As the domestic and global landscape, and accompanying defense budgets shift, companies must ask themselves "does that still work?" and "what’s the new identity of the defense industry?"

At Powell Tate we continue to work with industry leaders to provide strategies that help answer these questions. Our practice group brings a wealth of defense-related experience, as well as a keen understanding of laws governing military public affairs, and the cultures of individual services, media and industries that interact with the U.S. DoD. Our team is ready to help you take on an ever-changing landscape in defense. 


Emil Hill, Greg McCarthy and Crystal Benton also contributed to this article


About Time to Start Pitching on Twitter

Rachel Ryan

“Are they even called ‘journalists’ anymore,” lamented a veteran New York Times reporter in a brainstorming meeting at Powell Tate.

“Bloggers,” I quipped in response.

While it is certainly true that traditional beat reporters and journalists are still around, it’s hardly news that journalism itself is changing, drastically. Just as reporters, journalists and the fledgling blogger must respond to the industry’s paradigm shifts, so too must communications professionals.

Flacks and hacks have long since grown accustomed to email superseding the phone for everything from introductions to story pitches. However, recently, a new medium has started to usurp even email when it comes to both story mining and story pitching: Twitter.

I’m not talking about tweeting news stories or following beat reporters to include in the morning’s media monitor. After all, communications pros have been doing that since Twitter’s inception, back in the prelapsarian days of 2007. I’m talking about tweeting a press release directly to a reporter rather than disseminating an email blast, followed by a phone call that predictably goes straight to voicemail.

Yes, everyone and their mother uses Twitter nowadays, but reporters especially so.

“When it comes to grabbing a reporter’s attention, tweeting would probably be more effective than a mass email blast,” affirmed a DC beat reporter.

“I bring my iPad to work purely so that I can have TweetDeck open on it all day,” admitted another reporter at The Hill.

“I would say that Twitter is a big part of my news consumption habits,” confirmed yet another reporter at a similarly popular Beltway pub. “When I was a blogger doing more aggregation, I would constantly see interesting things on Twitter that I would then blatantly aggregate.”

Put simply, pitching via Twitter works because it is what reporters consider their primary resource for everything from content to connections. They need it. Arguably, reporters are even more reliant on Twitter these days than email, and certainly more so than the telephone.

“What would you say if someone said you couldn't use twitter for a week?” I asked Sahil Kapur, a reporter at Talking Points Memo.

“It'd be a nuisance because it's useful for work,” said Kapur. “It's usually my first source of breaking news.”

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