By Karen Bailey, Senior Account Specialist

Our Public Relations code of ethics hasn’t changed. 

On October 5, the Federal Trade Commission unveiled the Guides Concerning the Use of Endorsements and Testimonials in Advertising. The same day, Twitter, blogs and sites like Mashable were buzzing. I too was a bit frenzied about what this meant for my clients. Would it mean an abrupt halt to sending bottles of shampoo, baskets or glue to bloggers willing to test our products and share their views with the world?  

I was fortunate to listen to a presentation from three FrostBrownTodd attorneys specializing in advertising, marketing and media as they shared insights into the new FTC regulations. After asking a lot of questions about pitching bloggers, the appropriate use of paid spokespeople and Tweeting about my clients, I realized something. As PR professionals and members of PRSA, we’re already bound by the Code of Ethics to “reveal the sponsors for causes and interests represented” and ensure “open communication to help foster informed decision making.” 

The new FTC guidelines may impact how I approach future blogger meet ups, product review pitches and relationships with third parties, but it won’t stop me from continuing to incorporate social media tools and sponsorships into public relations campaigns and media relations strategies. 

The FTC regulations go into effect Dec. 1, 2009. Before that time, I encourage you to review these new guidelines and consider what changes you may need to make, if any. More information is available on the FTC Web site.

photo credit: neys

By Lara Kretler, Associate Vice President

Social media best practices may be simple, but that doesn’t mean they are easy.

We’ve all encountered that guy - the one who starts talking about himself or his business and just doesn’t shut up. Whether at a cocktail party, business reception or networking event, he’s the guy to avoid. No one likes to hear someone talk nonstop, one-sidedly, about themselves or their successes. So why do so many companies and individuals enter the social media space and do exactly that?

Our formula: 70/20/10

As Kelly Malone mentioned last week, our Fahlgren Mortine social media practice group has developed a formula to guide individual and corporate interactions on the social Web. This formula was originally created for our clients’ use on Twitter, but we’ve since begun using it to guide content strategy for blogs and interactions across all other social sites. The formula is based on more than a dozen years of observing, studying and participating in online communications between consumers and businesses. The ratio breaks down as follows:

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By Hartley Mikus, Account Executive

Learning to laugh at work 

For those of you who are big fans of the Fahlgren Mortine blog, you may recall a post from last year at this time by agency president Neil Mortine, in which he discussed some of his antics surrounding the very special holiday, Shocktober. Though this special holiday originated many years ago (see other post for history), it is still well-known and revered by all staff members at Fahlgren Mortine Public Relations…that is, all members except newer associates. For one reason or another, the more experienced have chosen Shocktober to be the one workplace topic in which they don’t offer advice. There aren’t any templates to follow, no talking points to include, not even a whisper of what this holiday means, its history or what it exactly entails until it is too late and newer associates fall victim. 

I myself have fallen into the holiday’s wily grip (I was one of the associates who found Neil “passed out” by the restrooms last year, as he mentioned in his earlier post). And though I was initially scared to death, I laughed uncontrollably once the plot was revealed. I am one who tends to take myself too seriously from time to time, so being “Shocktobered” and observing its sacredness within office walls has allowed me to relax and keep a positive outlook, even during the most stressful times. 

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By Jenny Fuerst, Director, Corporate Communications

Thank you, Columbus C.E.O. readers, for voting Fahlgren Mortine as Central Ohio’s Best PR Firm!

According to the magazine, we won by a two-fold margin after tying for first last year.

For the second year,  Columbus C.E.O. asked its readers about the things that make Central Ohio’s business scene great. Ballots ran in the June and July issues and on the Web site asking for opinions in 70 business categories, including best place to hold a conference, best place for an after-work drink, and best place to buy office furniture.

By Kelly Malone, Account Supervisor

Building brand ambassadors through social media

Have you ever worked with independent businesses as a key part of your sales channel? During my recent tenure in the real estate industry, I found social media to be a beacon for our independent agents to carry our brand messages in a unified and consistent manner. Social media was new, inexpensive and an alternative to agents plastering their faces on billboards, park benches and grocery carts.

In order for our social media strategy to be successful, we knew education was important so that the sales channel could become brand champions in a manner that aligned with the brand personality defined at the corporate level.

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By Dennis Brown, Vice President

New cell phone ads show social media has gone mainstream 

When you start seeing ads focused on a cultural trend, you know the trend has either gone mainstream or “jumped the shark.”  

If the quality of those ads is any indication, I would say two new ads focusing on social media, from cellular service providers Verizon and AT&T, offer further proof, if anyone needs it, that social media has gone mainstream. 

The Verizon spot, in which a “tween” girl and teenage boy confront their parents about social media, is hilarious.  

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By Charlotte Halliday, Fahlgren Mortine Intern

The Art of Networking

There are always those individuals who enter a room and everyone stops to stare. They radiate confidence as they move through the room shaking hands and striking up conversations about the power client they recently acquired. 

This individual isn’t me. In fact, I tend to be the one staring. 

Three years ago, as a freshman in college, I frequently contemplated the importance of networking and how to actually do it. How do I talk to these people who have the job I could only hope for in the future? Why should these professionals be interested in me? The truth is, the networking process tends to be extremely intimidating for students. 

Today, as a senior who is approaching graduation, I cannot stress enough the importance of networking as soon as possible. Meeting local professionals can only help students learn about what public relations actually is, the range of careers in our industry, and current internship opportunities. 

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