By Mark Berry, Associate Vice President

Creativity and structure … can’t we all just get along?

I love good writing. Whether it’s a classic novel, a memorable newspaper column, a great episode of television or that rarest of creations — a compelling news release — a well-turned phrase makes me smile.

The best writers elevate the task beyond communication, but even the masters of the written word employ basic principles, structures and tools. Which is why, when my wife the English teacher tells me, “we don’t teach grammar; we just teach writing,” I can’t help but question the meaning of life and my place in the universe. (On the other hand, this makes a little more sense.)

Which brings me to my friend and colleague, Marsha Hall, and her recent blog post discussing, among other things, the demise of the inverted pyramid. According to Marsha, PR guru Ann Wylie has “relegated the inverted pyramid to the same historic corner as gas guzzling automobiles and video tapes.”  

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By Carol Merry, Vice President

There’s a battle going on today.

The irony is that the topic being argued over is probably not visible to those to whom it matters most.

The first shot was fired this morning when a few of the IR professionals on Twitter started sharing a Brunswick Group news release and presentation that reported the results of an online survey of about 500 buy-side investors and sell-side analysts in the U. S. and Europe. The key finding is that the investment community “overwhelmingly looks to companies as their primary source of information relevant to their investment recommendations and decisions, with the influence of new media playing a limited, albeit growing role.”

This proved controversial to the social media advocates on Twitter, although probably not a surprise to most corporate IROs, who have heard similar opinions from National Investor Relations Institute (NIRI) panelists and webinar presenters. A number of tweets were unleashed in response - some saying they didn’t believe all the results and others finding ways to rationalize their way through the findings to show that investors do use social media. Interestingly, no one that I follow took the conciliatory path.

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By Ray Hancart, Associate Vice President

I’m responsible for interrupting people’s daily lives.

I always smile when people ask me what exactly it is I do at work. Given how difficult it is to explain all that we do (everything from national campaigns to mascot duty), this is a tougher question than for most.

So when our new neighbor asked me that just last week, I tried a new response I’d been tossing around - “In many ways, I’m responsible for interrupting people’s daily lives.” As you can imagine, I was met with a quizzical look until I further explained my cryptic response.

Consumers are blasted with marketing messages 24/7 - it’s our job to interrupt their daily lives so our client’s message hits home, forcing them to take the desired action. That interruption comes in many shapes and weights. Sometimes it’s subtle - counsel to a client resulting in them actually holding off on a program. Other times it’s a more abrupt interruption - a large press event designed to physically stop people in their tracks.

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By Julie Russo, Vice President

They call him the Lube Guy.

He even drives a black Mustang GT convertible, license plate: LUBE GUY. 

After 10 years of being the face and voice of Quaker Steak and Lube, Rich the Lube Guy has earned it. Ten years — plus convincing the BMV the plate wasn’t intended to be profane.

As I worked with Lifeline of Ohio over the summer on our “Live On. Ride On.” campaign reaching motorcyclists to recast the term “organ donor,” we sought insight from the usual suspects in the motorcycle community. One name is the norm: Frank at Iron Pony. Darris and Charissa at A.D. Farrow. They all said we needed to get to know Rich The Lube Guy.

So when I spotted him at Bike Night — I knew it was him by the crowd lining up to talk to him, hug him, even poke him — I had to introduce myself. Surrounded by adoring fans, he was Elvis-esque.

Turns out he’s famous (in motorcycle circles) and nice. So I asked if he’d talk to me about how he built his substantial “brand,” and he came to Fahlgren Mortine (home of what he calls “four walls” marketing) for an interview.

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By Paul Vetter, Vice President

Even if you have to be strapped to the mast.

This may come as a shock to any Gen-Y readers out there who have grown up on Twitter and Facebook, but there remains a lot of skepticism — and fear — about social media among your elders. The cut-off age seems to be around 35 where people either want to dive in, even if it’s daunting — or hope/wish it’s all a fad (put in the ear buds and crank it for this one).

Yes, a fad — as in pet rocks and mood rings.

As Curtis Silver writes on Wired’s Geek Dad blog,

When it comes to Social Media, a lot individuals and companies are quite afraid. Fear of the unknown. Fear of lack of privacy. Fear of retribution and negative response. Fear of ex-girlfriends’ new boyfriends, or of strangers stalking your kids.

Like many of the most important things in life, this reminds me of that cinematic masterpiece featuring Bill Murray, What About Bob? It’s the story of Bob Wiley, who at the start of the film must summon every ounce of courage just to leave his apartment, accompanied by his pet goldfish, Gil.

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