Cool Rules Pronto

Uncommon Sense in Marketing & Media

Public Relations vs. Advertising: No Contest

Warning: Long self-indulgent intro ahead…

Mmm, tasty...

Mmm, tasty...

So I’ve got this serious weakness for ice cream. I mean, GOOD ice cream. As in 200% butter-fat-full-sugar-with-no-artificial-ingredients ice cream that makes me break into R-rated facial expressions and one-man gospel choruses. (Yeah, you don’t want to witness that.)

In college, I’d seek study relief at the late great Steve’s in Harvard Square. During my year as a Texan, I indulged in the Dulce De Leche from H-E-B — a store brand that delivers the best bang for the buck ever. Now I’m addicted to Trader Joe’s premium ice creams: the Coffee Bean Blast is sinful on multiple levels, and the Mint Chip is as refreshing as a skinny dip in the pre-global-warming Arctic… or so I’m guessing. But what I really bow down to is Trader Joe’s Super Premium French Vanilla. While most vanillas are simply topping-delivery devices (mmm, fudge), this can be eaten straight out of the carton (when my wife isn’t looking) and still provide the ol’ palate with a thoroughly satisfying sensory experience.

And yet…

Throw on a few chocolate chips or some fresh blueberries, and that scoop of vanilla — scrumptious as it is — becomes such a sensuous sensation that the Religious Right preaches “abstinence! abstinence!” at the sight of it (then sneaks off to the nearest closet to enjoy it themselves). The ice cream serves as the oh-so-pleasing base; the toppings deliver the dazzle.

And that, comrades, is how I feel about public relations and advertising.
(And here you thought I put the wrong headline on this article.)

PR provides the rock solid base while the ads offer the sizzle. They go together like… well, to quote a profound late 20th century ode to togetherness

like rama lama lama
ke ding a de dinga a dong
remembered forever like
shoo bop shoo wadda wadda yipitty boom de boom
chang chang chang-it-ty chang
shoo-bop
that’s the way it should be
wha oooh yeah!

Oh, I love being silly.

Unfortunately, in all seriousness, not everyone sees it that way. Some business folk think advertising and PR are mutually exclusive or even contradictory. I recently read The Authentic Brand by Christopher Rosica, and while the book definitely has merits (I’ll fully review it in a future post), I don’t buy Rosica’s assertion that authentic brands can only be created with public relations, and that advertising is a waste of money. Granted, Rosica runs a PR agency, and his book is heavily self-promotional, but to tout a strict PR-only diet neglects the value of good advertising and the potential hazards of public relations. Consider this: Rosica’s people asked me to review this book — soliciting reviews is a basic PR practice — yet look at what I’m saying about it. PR means not having control over the message or the messenger.

Now, I like to tease my publicist friends, but I also include public relations in every marketing plan I write. I come from a family of publicists: my uncle taught PR at Cal-State Fullerton, and my father practiced it at the government level. I currently work closely with an award-winning PR agency in L.A. So I agree with Rosica: PR is a powerful weapon, but it shouldn’t be pitted against advertising in some contest. That’s like debating what’s more important in football, offense or defense? (Or, to continue my egregiously contrived metaphor, ice cream or toppings?) A smart marketer combines both parts strategically.

So as yet another Cool Rules Pronto public service, here’s a guide to the pros and cons of public relations and advertising, and how best to use them… Read more »

4 September 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , , , , , | 11 Comments

The World Has Lost A Voice: Don LaFontaine 1940-2008

You might not recognize his face, but you certainly know his voice… Read more »

3 September 2008 Posted by coolrulespronto | Media News | , , , , | No Comments

Hollywood The Horrible Has Arrived: Why The UGC Era Is Over

So I’m thoroughly digging on Dr. Horrible’s Sing-Along Blog — the surreal webisodic series by Joss Whedon — and I’m thinking that Hollywood’s foray into online video might not be a bad thing.

Granted, this is Whedon at his unhindered finest: he created Dr. Horrible during the writer’s strike, so he didn’t have studio execs sniveling over his shoulder. In addition, the series boasts Hollywood-caliber production values and killer talent (Neil Patrick Harris can really carry a tune while setting an Olympic record for facial expressions)… Read more »

22 August 2008 Posted by coolrulespronto | Media News | , , , , , , , , , , | No Comments

Cavemen On Fire! A Stone Age Look At Focus Groups

My friend Kevin Nalts, a top YouTube director and corporate marketing guy, found this brilliant spoof of focus groups. It encapsulates my feelings about taking customer feedback indiscriminately. I’m only bummed that I didn’t think of making this myself…

Tip of the thinking cap to TheIdeaGroup.

21 August 2008 Posted by coolrulespronto | Media Review | , , , | No Comments

Totally ‘Tarded: The Tropic Thunder “Controversy”

As you’ve probably heard to death by now, the hit film Tropic Thunder has stirred up a little hornet’s nest in politically correct circles. (I would say wasp’s nest, but the PC folks would probably object to offending White Anglo-Saxon Protestants. Those Saxons can be a gnarly bunch.) To promote Tropic Thunder, actor/writer/director Ben Stiller created a faux ad for a faux film, Simple Jack: “Once upon a time… there was a retard.”

Read more »

21 August 2008 Posted by coolrulespronto | Media News | , , , , , | 4 Comments

Cool Rules Pronto’s Greatest Hits (So Far)

Ever laugh at career retrospectives by people who are still getting started — or who never really got off the ground? I mean, really, how can the band The Goo Goo Dolls be upon their second volume of greatest hits already? I didn’t even know they ever had more than one hit.

Well, I’m about to do something that should have you ROFLYAO. I just launched this blog in December of ‘007, and now I’m going to perpetrate a greatest posts retrospective. Yes, call it premature exaltation. Or just a lark… Read more »

4 August 2008 Posted by coolrulespronto | Atomic Tango News | | 3 Comments

Bankruptcy is the Fashion? Mervyns Fails to Declare its Style

As an L.A. based interactive-media guy for the past 13 years, I’m expected to blog about sexy new developments online or in Hollywood, but today I’ve decided to write about Mervyns department store. And, yes, that’s the only time you’ll ever see the words “sexy” and “Mervyns” in the same sentence.

Ah, I see I just lost 98% of this article’s readers — which reflects about the same percentage of consumers who couldn’t care less about the fashion retailer. And that explains why Mervyns recently declared bankruptcy. Since the economy’s been Bushed again, it’s easy to point fingers at macroeconomic issues, and that’s exactly what Mervyns’ management is doing… Read more »

30 July 2008 Posted by coolrulespronto | Case Studies | , , , , , , , , , , , | 5 Comments

Lemons 2.0: If Everything Were Run Like A Dotcom

So I’m walking through my neighborhood counting the foreclosure signs when I develop this mighty thirst. Fortunately, I find a lemonade stand run by an enterprising six-year-old named Zucky. Just as I’m about to pay $4 for a cup (obviously, Zucky graduated from the Starbucks Preschool of Management), I see another lemonade stand across the street run by another enterprising six-year-old. This one, however, has a sign saying “Free Lemonade.” Free? I like free. Free is good. Plus, I’m trying to save enough money to fuel up my car. So I cross the street to the land of the free, and find myself talking to Zucky’s arch rival, Sergei… Read more »

19 July 2008 Posted by coolrulespronto | Random Observations | , , , , , , , , , , , | 11 Comments

Surprise? The Diggers’ President of Choice…

There’s a new feature on Digg, the popular news-rating community: Digg The Candidates — where Diggers can add their favorite candidate as a “friend.” Based on results to date, the winner is… Read more »

16 July 2008 Posted by coolrulespronto | Media News, Random Observations | , , | No Comments

“Your Skin Color is not a Stain!”: L.A. Teen Takes on Unilever’s Bigotry

Delia Rose is mad as hell. In her usually lighthearted and witty blog, Impeach the Muffins, the L.A. teenager is calling for a boycott of Unilever. The reason? The skin-whiteners that the corporate behemoth distributes and promotes in Malaysia and other Eastern countries… Read more »

12 July 2008 Posted by coolrulespronto | Case Studies, Media News | , , , , , , , , , , , , , , | 11 Comments

Notes on Naming: Don’t Make It Personal

So I’m reading this book that recommends naming your company after yourself to make your brand “authentic.” Hmm… Freddy Nager Productions? Uh, no — sounds like a nightmare on Elm Street.

My personal name issues aside, here’s my advice to all other entrepreneurs: If you plan to remain a small operation (like a law practice), you might consider naming your company after yourself — just might — otherwise, I recommend crafting a name that’s original and creative. Sure, naming a company after yourself is easy, but you’ll get more mileage from an imaginative name — and avoid a few headaches down the road… Read more »

7 July 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , , , , , , , , | 2 Comments

Cows and Dogs in a Bear Market: Applying the BCG Matrix to Marketing

Mmm, head cheese.

Mmm, head cheese.

The stock market these days is looking about as appetizing as a plate of warmed-over head cheese. At the same time, the real estate market is making the head cheese look good. So as a result, many businesses are cutting their expenses, particularly in marketing.

Yes, as a devoted reader of this blog, you know they’re making a mistake… Read more »

6 July 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , , , , | 2 Comments

Cue The Spotlight: RedAntenna Ready to Roll

Remember Apple’s classic “1984″ commercial featuring the female runner throwing a hammer at a giant screen symbolizing IBM?

This is like that. Only smaller. Much smaller. For now… Read more »

25 June 2008 Posted by coolrulespronto | Atomic Tango News, Media News | , , , , , , , , , , , , , , , , , | 2 Comments

People Who Totally Lost It: New Scoop Out Now

Crazy actresses, delusional British spies, man boob laws and more — all in the newest episode of The Worldwide Scoop, produced and proliferated by my agency Atomic Tango. Behold…

more about “The Worldwide Scoop Episode 2: People…“, posted with vodpod

Dig it? Then please Digg it!

23 June 2008 Posted by coolrulespronto | Atomic Tango News, The Worldwide Scoop | , , , , , , , , | No Comments

“Wait, That’s My Face!”: Identity Theft, Social Networking Style

Paige H. got a huge surprise this week. The 20-something Midwesterner had attempted to keep a low profile online: “no MySpace, no Facebook, no blog” — indeed, she’s long had a “distaste for the world of social networking websites.” And yet, thanks to a marketing schemer, she became one of the most popular girls on Facebook… but under the name “Monica Rockle.” Read more »

17 June 2008 Posted by coolrulespronto | Case Studies | , , , , , , , | 4 Comments

Don’t Believe Everything You Hear: Why Listening to Your Customers can be Hazardous to Your Health

Last week I hit the Digital Media Summit in the coolly atmospheric Hollywood Roosevelt Hotel. There I enjoyed several speakers providing intelligent and informed insights into the industry, including Zango’s York Baur, Quarterlife’s Mashall Herskovitz, and my MBA classmate Jake Zim of Safran Digital Group.

But many of the other speakers were so intently spinning facts and sidestepping questions, I thought I was watching a White House press conference… Read more »

16 June 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , , , , , , , , , , , , | 2 Comments

Marketing During a Recession, Part 3: Time To Pump Up the Volume

When the economy slows to the speed of a three-toed sloth after one too many hash brownies, the knee-jerk reaction by most marketers is to reduce ad expenditures. For some brands, however, a recession presents sweet juicy opportunities that call for increased spending. Really. And no, I’m not hitting on those brownies myself… Read more »

5 June 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , | 4 Comments

Full of Holes: The Extremist Attack on Dunkin Donuts

Like many people, I want 01.20.09 — Bush’s last day in office — declared an international holiday. But even with “the End of an Error” in sight, right-wing extremists continue to wreak their corrosive damage, and are now invading the seemingly sheltered world of corporate junk food… Read more »

31 May 2008 Posted by coolrulespronto | Media News | , , , , , , , , | 13 Comments

Beware the Brain-Eating Amoebas: Introducing “The Worldwide Scoop”

Behold: the premiere episode of The Worldwide Scoop, the original online series produced by my agency, Atomic Tango…

Read more »

25 May 2008 Posted by coolrulespronto | Atomic Tango News, The Worldwide Scoop | , , , , , , , | 3 Comments

Public Relations 101: How (Not) To Write A Press Release

It’s amazing the difference between what you learn in school and actual business practices. I once took a class in public relations where we learned how to write a press release. The basic rule: write an actual news story about your company using standard journalistic practices to make it as objective as possible. That way, the news editor can make a few adjustments and print it as is.

Then I ventured into the real business world and discovered that everyone ignored that rule…

Read more »

20 May 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , | 9 Comments

The Young Professor: How To Get Published

Dear Young Professor:

Congratulations, you’ve been hired by a Top 20 business school… well, it WAS a Top 20 business school, but you know how these things go. So let’s just say, congrats, you’ve got a job with health insurance!

But now is no time to rest on your laurels, because first of all, newbie, you have no laurels. You have to earn those. And around here, you accomplish that by getting published… Read more »

18 May 2008 Posted by coolrulespronto | Random Observations | , , , , , , , , , , , , , | 4 Comments

It’s About Time: Fox TV Acknowledges That Less Is More

What’s that sound? It can’t be… Yes it is: that’s me applauding Fox! What the hell is going on here? Nothing short of the clouds parting in media land… Read more »

16 May 2008 Posted by coolrulespronto | Media News | , , , , , , , , | 2 Comments

Freeze: “Paralysis by Analysis” and other Joys of Marketing Research

“There are many methods for predicting the future. For example, you can read horoscopes, tea leaves, tarot cards, or crystal balls. Collectively, these methods are known as ‘nutty methods.’ Or you can put well-researched facts into sophisticated computer models, more commonly referred to as ‘a complete waste of time.’” — Scott Adams, The Dilbert Future

I recently attended a meeting at one of the world’s largest PR agencies. In the midst of a luxurious high-tech conference room featuring an HDTV and a tower of high-quality donuts, the agency told its client — an Internet start-up — that it needed to conduct more research. The client was visibly shocked… Read more »

10 May 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , | 4 Comments

File Under “WTF?”: Belvedere Goes Down… Town

So I’m thumbing through my favorite geek magazine, Wired, when I’m suddenly confronted by this Belvedere Vodka ad that features a woman applying lipstick in the reflection of a belt buckle. (If any of my female readers have ever executed such a task, please let me know… What? None of you have? Gee, what a surprise…) With Freudian symbol in hand, she’s got that deer-ho in the headlights look. Not exactly what you expect to find in Wired amidst ads for Zune, Casio and the Discovery Channel. (Hey, have we got a discovery for you…) Read more »

29 April 2008 Posted by coolrulespronto | Case Studies | , , , , , , , , | 5 Comments

This Way To The Egress: The Pros and Con Artists of Marketing

“You can fool some of the people all of the time, and all of the people some of the time, but you can not fool all of the people all of the time.” — Abraham Lincoln

“There’s an old saying in Tennessee — I know it’s in Texas, probably in Tennessee — that says, fool me once, shame on — shame on you. Fool me — you can’t get fooled again.” — George W. Bush

“Beware of geeks bearing grifts.” — Cool Rules Pronto

Phineas Taylor Barnum was the consummate 19th Century showman and one deceptive bastard… Read more »

24 April 2008 Posted by coolrulespronto | Case Studies | , , , , , , , , , , , , , , , , , | 4 Comments

Dan Neil: Your Automotive Word Slut

If you lust after automobiles like I do, then the one writer you need - yes, NEED - to read is Dan Neil of the L.A. Times.

Now, if you’re more of the century 21.0 “printed words scare me” generation, there’s always the video option:

But the place to savor Neil at his red-line, high-octane best is in print. After all, how many other car critics do you know have a master’s degree in English lit and, more significantly, a Pulitzer Prize? Read more »

16 April 2008 Posted by coolrulespronto | Media News | , , , , , , , , , | 1 Comment

“Breaking News”: A Hilarious Spoof of Obama’s So-Called “Elitism”

The liberal blog Daily Kos just unleashed a scathing and hilarious spoof of the “uproar” around Barack Obama’s supposed “elitism.” It perfectly captures the pathetic state of American journalism, where “freedom of the press” has become “freedom to act like squirrel monkeys.”

12 April 2008 Posted by coolrulespronto | Media News | , , , , , , , | No Comments

Say Vhat?! Do the People Want a VW with a German Accent?

He sits there before his microphone, round and retro, emanating the cuteness that made him an icon in America. On this occasion, he’s in somber black, though he’s usually seen decked out like a jelly bean. And then he speaks…

Read more »

12 April 2008 Posted by coolrulespronto | Case Studies, Uncategorized | , , , , , , , , , , , , , , | 1 Comment

What What? South Park Spoofs the WGA, YouTube, Canada…

Clip from Canada on Strike“… While the internet is new and exciting for creative people, it hasn’t matured as a distribution mechanism… It will be a few years before digital distribution of media on the Internet can be monetized to an extent that necessitates content producers to forgo their fair value in more traditional media…” - Kyle, South Park

I know, I shouldn’t be quoting cartoon characters as proof of anything, but sometimes the greatest truth is found in satire. And the April 2 episode of South Park, “Canada on Strike,” is satire at its best, skewering everyone from the Writers Guild of America to Denmark to the stars of YouTube… Read more »

6 April 2008 Posted by coolrulespronto | Media News | , , , , , , , | No Comments

Uh Oh: Death By Blogging

According to the New York Times, three prominent bloggers suffered serious heart attacks in the past five months — Russell Shaw, Marc Orchant, and Om Malik — with Shaw and Orchant going to that big blogosphere in the sky. (May you have infinite comments and pingbacks for all eternity.) Read more »

6 April 2008 Posted by coolrulespronto | Media News | , , , , , , , | 1 Comment

American Apparel Sports a Woody: Madness is the Method

Dov Charney photo from Final FashionAmerican Apparel CEO Dov Charney acts like he’s missing his calling. The controversial and flamboyant entrepreneur could parlay his promotional genius and predilection for the prurient to become one hell of a porn producer. (The San Fernando Valley, the porn capital of the world, is just over the hill from American Apparel’s headquarters.) It would certainly suit his notorious lifestyle

Read more »

3 April 2008 Posted by coolrulespronto | Case Studies | , , , , , , , , , , , , , , , , | 3 Comments

Are You For Real, Monica Rockle II: The Updates, the Photo, and… the Haunting?

The epic saga continues…

Read more »

28 March 2008 Posted by coolrulespronto | Case Studies, Uncategorized | , | 7 Comments

Totally Lushalicious: The Making of a New Word

Lushalicious word and logo by Claire Barry

As a writer, I love learning new words and phrases…

Read more »

27 March 2008 Posted by coolrulespronto | Random Observations | , , , , , , , , , , , | No Comments

Are You For Real, Monica Rockle? A Facebook Marketing Case Study

Monica Rockle?Dear Monica Rockle:

I got an invite to your “Psychology Marketing Project” on Facebook. (Note: Facebook has since removed this “Project.” Too bad.) And as someone who professionally conducts and teaches marketing I have to hand it to you: pretty damn clever…

Read more »

23 March 2008 Posted by coolrulespronto | Case Studies | , , , , , , , , , , | 77 Comments

Marketing During a Recession, Part 2: Honor the Fallen

One company’s tumble is another company’s primo opportunity — if that opportunity is approached creatively. Here’s a brilliant example from this week’s business pages… Read more »

20 March 2008 Posted by coolrulespronto | Case Studies, Tips Tips Tips | , , , , , , , | No Comments

Where’s My Virtual Beer? Hanging Out at SportsBLOX.com

TURFgeek, my avatar at SportsBLOXSo I’m hanging out at this bar, but there’s no one around — no bartender, no waitress, no other patrons. Everything behind me is fuzzy, but I have the power to change the way I look at the touch of a button…

A strange burrito induced dream? No, that’s the scenario at SportsBLOX.com, a new virtual world run by one of my former MBA classmates.

Read more »

19 March 2008 Posted by coolrulespronto | Case Studies | , , , , , , , | 1 Comment

Marketing During a Recession, Part 1: Pricing

When the economy is singing the hardcore blues — kind of like now — many businesses are tempted to lower their prices. My advice? Don’t…

Read more »

19 March 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , , , | No Comments

Breaking into the Media Biz: 10 Tips for Aspiring Moguls

Illustration by Barzak“In this very real world, good doesn’t drive out evil. Evil doesn’t drive out good. But the energetic displaces the passive.” — Bill Bernbach, advertising legend

I recently spoke about media careers to college students at the National Broadcasting Society AERho Convention. We were in the heart of the Disneyland Resort, amidst thousands of tourists wearing Mickey Mouse ears and celebrating America’s greatest media brand. It was the perfect place to discuss the future of media and how these aspiring young professionals could rule it. It also was a great demo of the difference between old school and new school mentalities…

Read more »

16 March 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , , , , , , , , , , , | 3 Comments

21st Century Identity Crisis: Naming Strategies for the New Marketspace

Who ever imagined that naming a company would become a game of speed and chance?

Read more »

13 March 2008 Posted by coolrulespronto | Atomic Tango News, Tips Tips Tips | , , , , , , , , | 1 Comment

So Robotic: The Terminator In Review

Sarah Connor Chronicles promo imageThe first season of “Terminator: The Sarah Connor Chronicles” wrapped up last week. (If you missed any of it, Fox offers entire episodes on its rich multimedia promo site.) T-tv did fulfill its mission of entertaining young males (and, ahem, some middle-aged ones) during Monday Night Football’s cruel hiatus. But it left far too many questions — and I’m not talking about what will happen next season…

Read more »

10 March 2008 Posted by coolrulespronto | Media Review | , , , , , | 4 Comments

Hail Mary: Does the All American Football League have a Prayer?

All American Football League logo

The new football league is already off to a rough start…

Read more »

6 March 2008 Posted by coolrulespronto | Case Studies | , , , , , , , , , | 2 Comments

Use Your Illusion: The Viral Spinning Girl

Time for a little viral study.

A friend sent me this image that supposedly tests how right-brained or left-brained you are (click on her to make her spin)…

Read more »

5 March 2008 Posted by coolrulespronto | Case Studies | , , , | 8 Comments

That Great Big Sexy Mistake: 5 Reasons Not To Use Flash

Supermodel photo by Jose Miguel SerranoA Flash-based website is like a supermodel date: awesome to look at, but after a while, you’ll just want someone who can carry on a conversation…*

Read more »

4 March 2008 Posted by coolrulespronto | Tips Tips Tips | , , , , , , , , , , | 9 Comments