Posted on

Litwin’s teaching philosophy

[To comment: larry@larrylitwin.com] This is also posted on www.larrylitwin.com. It is reprinted from the National School Public Relations Association — August 2012.

Trend Tracker
‘Teaching Naked’
By M. Larry Litwin, APR, associate professor of public relations/advertising, Rowan University, Glassboro, N.J.

“Teaching naked” — it’s not a liberal approach to dress code requirements (or lack thereof), but does involve what could be considered an unusual instructional approach in today’s high-tech era — removing technology from the classroom. Simply stated, the technique puts the emphasis back on discussion, while still including technology in the learning process. Learn more about this innovative — but far from new — teaching philosophy in this month’s Trend Tracker column.

[To comment: larry@larrylitwin.com]

 

 

Posted on

Strategic idea for incoming college freshmen!

[To comment: larry@larrylitwin.com]

From the wish I had thought of it department:

As reported in The (Philadelphia) Inquirer, “they are becoming a staple of weekends between June and September – taking their place alongside bathing suits, vacations and flip-flops.

“Trunk parties are hot.”

Kristin Holmes reports, “The soirees, named for a piece of luggage once synonymous with packing for college, symbolize the rite of rassage from high school to college.”

The full story may be found at:

http://www.philly.com/philly/news/20120824_Trunk_parties_help_college-bound_students_prepare_for_dorm_life.html

In a nutshell, it’s not unlike a bridal or baby shower “where college-bound students invite friends to them (a party of sorts),  post pictures of them, and register at stores for them.”

How strategic.

As Holmes reports: “The parties are goodbye gatherings to which guests bring gifts — anything from towels, irons, shower caddies, desk lamps, toilet paper, and notebooks to bedding, mini-refrigerators, and laptops — to help students make the transition from home to college.

“The largesse is often placed in a trunk displayed prominently during the parties.

Bed, Bath & Beyond has had an increasing number of teens using its college gift registry for trunk parties, spokeswoman Jessica Joyce said.

“The gatherings can be small affairs to much larger themed-based parties for more than 100 of your closet family and friends.”

The origins of the events are unclear. Sally Rubenstone, senior adviser to the school admissions website College Confidential, said she first heard of a trunk party 40 years ago from a southern classmate while a student at Smith College in Northampton, Mass.

Between then and now, the parties seemed to fall out of favor, but they have reemerged with a vengeance, said Rubenstone, who is also a college counselor. Longtime wedding planner Vikki Leach of Lansdowne, Pa. attributes the surge to the struggling economy combined with the exorbitant cost of a college education.

Family and friends who gather to celebrate and help buy dorm-ready gifts are “a part of the concept that it takes a village,” Leach said. “This is the village wrapping their arms around the student as they go away from home.”

As The Inquirer reports: ” (Shauntae) Doughty, co-owner of Center Stage Party Planning in Philadelphia, sees the trend as an extension of the emphasis on entertaining that has been the focus of TV shows about weddings and “super Sweet 16s.

“But for Rubenstone, the resurgence may be the product of a generation of parents who habitually reward their children for even the smallest accomplishments, so ‘of course, the whole community will mark’ their departure for college.

“Some postings on the College Confidential site describe the practice as a ‘tacky’ way to get gifts for college.

“Rubenstone understands that view among communities or families where going to college — or going to the snazziest colleges – is routine, and if students have had a graduation party.

“But that argument doesn’t apply to students who perhaps are the first in their families to attend college, or for whom college is a big deal in the family and community, Rubenstone said.

“Davondra Turnell, who will study physical therapy at Manor College, broke down and cried at her party last month when each guest stood and offered words of encouragement.”

So, the choice is yours and your family. Not only is it strategic, it also opens an entirely new cottage industry for public relations majors looking at special events.

Hmm. Wish I had thought of it

Feel free to comment. [To comment: larry@larrylitwin.com]

Posted on

Penn State and Middle States Commission

[To comment: larry@larrylitwin.com]

As many know, I’ve been saying for weeks that the real “death penalty” for Penn State would be adverse action from its accrediting agency Middle States Commission on Higher Education. I am not advocating an accreditation loss or even probation. However, as a former reporter, I believe too many in the media are missing that story.

Another  story needing scrutiny is whether or not Penn State violated the Clery Act.

That said, The Philadelphia Inquirer and reporters Sue Snyder and Robert Moran and Associated Press reporter Kathy Matheson by-lined stories on Aug. 14 and 15, respectively. From Snyder’s story “Latest warning is unlikely to threaten Penn State’s accreditation”:

Even though Pennsylvania State University got yet another stern warning Monday, it is highly unlikely that the university will lose its accreditation as a result of the child sex-abuse scandal involving a former assistant football coach, national experts said.

“‘Unthinkable. Unimaginable,’ said Molly Corbett Broad, president of the American Council on Education, which represents presidents of colleges and universities and leaders of other higher education-related organizations. ‘It’s a great university. Its academic quality is superb. . . . If I were a mother of a youngster who had been accepted to Penn State, there is nothing in this set of events that would cause me to have second thoughts about the choice of school.’

“The warning by the Middle States Commission on Higher Education that Penn State’s accreditation was ‘in jeopardy’ is ‘standard protocol’ for an accreditation agency,’ she said.

“In addition to academic quality, the agency also requires universities to meet standards regarding financial health, adequate board governance, and institutional integrity, and Penn State will have to address such issues in answering the commission’s warning.

“It also must comply with federal laws, such as the Clery Act, which requires that universities provide accurate and timely reports of crime on their campuses. The U.S. Department of Education is trying to determine whether the university violated the Clery Act.”

Matheson wrote:

Higher education experts say an accreditation warning issued to Penn State is serious and appropriate given the issues raised by a recent child sex-abuse scandal, but the school is unlikely to lose its accreditation.

They also expect the university to comply quickly with demands to show its governance, finances and integrity meet standards set by its accreditation agency.

The Middle States Commission on Higher Education issued the warning last week based on the school’s handling of molestation allegations against former assistant football coach Jerry Sandusky.

Judith Eaton, president of the Council for Higher Education Accreditation, said Tuesday that it’s highly unlikely Penn State will end up on probation or lose its accreditation.

Students cannot use federal funds , including Pell grants and government loans , to attend unaccredited schools.

Moran’s lead summarizes Penn State’s reaction, well:

“An accrediting body has warned Pennsylvania State University that its status ‘is in jeopardy’ following recent developments in the Jerry Sandusky scandal and that it needs to take steps to preserve its accreditation.

“University leaders expressed confidence Monday that Penn State would address all the concerns expressed by the Middle States Commission on Higher Education.

“‘This action has nothing to do with the quality of education our students receive. Middle States is focusing on governance, integrity, and financial issues related to information in the Freeh report and other items related to our current situation,’ said Blannie Bowen, vice provost for academic affairs.”

I do not profess to be a higher education accreditation expert. However, from personal experience I know that a college or university can lose its accreditation for something other than academics. The North Central Association of Colleges and Universities literally put Parsons (Iowa) College out of business by revoking its accreditation because Parsons over extended itself financially.

Parsons records are archived at the University of Iowa. The campus is now Maharishi University of Management.

The NCAA sanctions are nothing compared to a Middle States’ action.. I’m sure the media will stay on that and news about possible Clery violations.

[To comment: larry@larrylitwin.com]

Posted on

An advertising (strategic communication) question???

[To comment: larry@larrylitwin.com]

Why Is It? (a/k/a The Advertising Poem)

A man wakes up after sleeping
under an advertised blanket,
on an advertised mattress,
pulls off advertised pajamas,
bathes in an advertised shower,
shaves with an advertised razor,
brushes his teeth with advertised toothpaste,
washes with advertised soap,
puts on advertised clothes,
drinks a cup of advertised coffee,
drives to work in an advertised car,
and then, refuses to advertise,
believing it doesn’t pay.
Later when business is poor,
he advertises it for sale.

Why is it?

Word of mouth/Mouse to mouse

[To comment: larry@larrylitwin.com]

 

Posted on

‘Voge’ always demanded your best effort –Sound advice

[To comment: larry@larrylitwin.com]

Because of copyright laws, I’m probably not supposed to reprint this Courier-Post piece.  But here goes. It contains so much good advice left behind by dear friend and mentor John Vogeding. Kevin Callhan expresses it better than most. Please take heed.

 

By Kevin Callahan

Courier-Post

July 31, 2012

From the corner of the newsroom, behind a big cigar and a puff of smoke, boomed a voice as loud and as terrifying as that of a wrestling official slapping the mat in the ear of young man just pinned in his first high school match …

“CALLAHAN, HOW DO YOU SPELL PENNSAUKEN?”

The night was 29 years ago this summer. I had just started working at the Courier-Post. There were no professors in college who taught me what I learned the next 20 years working with John Vogeding, the assistant sports editor.

I responded sheepishly, as 15 of my new co-workers listened while still typing, “Mr. Vogeding, I live in Pennsauken, it is spelled P-e-n-n-s-a-u-k-e-n.”

“Well, why did you spell it wrong?” he bellowed back while editing a story I just wrote on independent men’s softball or something small. “Always, double check, twice, your spelling. Always.”

I shrunk. No one in the sports department that night dared to laugh at me. They knew they could be next.

“And, call me Voge,” he barked to me as I thought about a new career.

Voge was 71 when he passed away early Sunday morning. The lessons he taught so many of us at the Courier-Post will live every time we write. The details. Like double checking, twice, our spelling. Now, when I make a mistake spelling a name wrong in a story, it is not because I didn’t double check, twice, but because I’m just dumb.

He also taught me that night – and so many of us over two decades at the newspaper – no story was too small to make a mistake. Not even a men’s softball beer league wrap-up. He said our credibility was always on the line.

Knowing Voge outside of the newsroom as well, I don’t hesitate to say he was also this demanding as a teacher, coach, official and organizer on the South Jersey sports scene for the last five decades. Voge was so darn demanding even at his softest moments. Darn him, he always demanded you be at your best.

Really, what a concept, huh? He simply demanded your best always.

Tim Kelly, the public relations director at Richard Stockton College, used to work at the Courier-Post back in the early 1990’s. On Saturday afternoons, we would gather around the TV and watch the end of the Notre Dame football games before starting to write. As much fun as we had back then, Kelly felt the wrath of Voge, too, hearing him bark while reading his copy, although the cigar smoking was gone by then.

“I remember him not being shy about pointing out ‘little’ factual errors because ‘one error like that hurts credibility,’ ” Kelly said. “I’m still not a great person at the details, but better than I was, thanks to Voge.”

Indeed, Voge made everyone better.

He made writers better. Voge made his students at his beloved alma mater Paulsboro High School better. He made the Red Raiders’ athletes he coached in football, wrestling and track all better. He made the track officials he worked with for 45 years in South Jersey better. He made wrestling officials he assigned better. Voge made the committee members on the South Jersey Wrestling Hall of Fame he co-founded better.

For a man who accomplished so much – he is a member of the South Jersey Wrestling Hall of Fame, the New Jersey Chapter of the National Wrestling Hall of Fame and the Camden County and Gloucester County Sports Hall of Fames – he also cared to make those around him better.

“Voge was a great guy and a great leader,” said former long-time Varsity editor Dave Treffinger. “He taught me how to be a better newspaperman in the 24 years we worked together.”

Perhaps this demand to be his best came from living his entire life in Paulsboro. The small river town has produced more champion high school athletes per square inch than probably any place in New Jersey. There is an innate toughness, passion and pride to Paulsboro which flowed through Voge in every job he did at every moment.

Recalling her first Woodbury Relays in the mid 1980s, former Courier-Post sports writer Barbara Baals said she saw Voge dip his cup into rain water accumulated on top of a tent in the press area. “He gulped the rain water down as I stood there, watching wide-eyed. ‘I’ve lived my whole life in Paulsboro,’ he said. ‘That’s not going to kill me.’ Then he grabbed his clipboard and stopwatch and went back to work,” said Baals, the assistant director, office of media and public relations at Rowan University.

Voge’s son, Mark, called me on Sunday to let me know his dad passed away. I was at Eagles’ camp, but I wanted to write an obituary story on Voge, too for Monday’s paper. So, I did. Driving home that night, after sending my two Eagles stories and my Voge story to the sports desk where he sat for two decades, I heard his booming voice in my head, “double check, twice.”

I thought, Voge would laugh if I misspelled his name. The irony of it would make him laugh big. Still, Voge demanded to be right in the paper rather than get a good laugh. So, I pulled over to the side of the Pennsylvania Turnpike. I checked my iPhone, calling up the story.

I just had to double-double check, twice, the spelling …

“V-o-g-e-d-i-n-g.”

[To comment: larry@larrylitwin.com]

Posted on

Advice from a legendary writer

[To comment: larry@larrylitwin.com]

Retired Philadelphia Inquirer columnist Bill Lyon wrote — in the July 29 edition — “Penn St. story a cautionary tale for us all” about his association with Penn State and Joe Patero. The entire column is worth the read http://www.philly.com/philly/sports/colleges/penn_state/20120729_Bill_Lyon__Penn_St__story_a_cautionary_tale_for_us_all.html?c=r.

However, for my Basic Public Relations writing students, here is one paragraph of SOUND advice.  It goes for every journalism major, as well:

The lesson is to be wary and judicious when erecting pedestals. Reporting 101: Gather the facts, check them, double-check them, have a checker check your checker. Logic 101: If a thing, or a person, is too good to be true, chances are it probably is.

[To comment: larry@larrylitwin.com]

 

 

 

Posted on

AP and Courier-Post Penn State stories offer excellent ‘crisis communication advice’ — PLUS a late add

[To comment: larry@larrylitwin.com]

Tell it first, tell it fast, tell it all, tell it yourself. Penn State’s latent responses and passive approach to its horrendous scandal should be a lesson to every organization — no matter how small or large the crisis.

Here is advice from an Associated Press story that hit the wire on July 14, 2012 under Bree Fowler’s byline and from a July 13, 2012 story in the Courier-Post under Joe Cooney’s byline. Once you read those reactions, there is a quote from the July 18, 2012 The Inquirer. It comes from Penn State president Rodney Erickson. It’s what should have been said first. Please keep reading.

 

Finally Penn State says something:

“Our hearts remain heavy and we are deeply ashamed,” Trustee Ken Frazier said in a statement.

As painful as this was — and it was a body blow of mass proportions — it was probably the best thing they could do,” says Peter Shankman, a vice president at the public relations firm Vocus Inc. “By issuing the report they’re doing what they haven’t in 15 years. People can’t start to heal until they start doing the right thing.”

“Penn State needs to take responsibility, apologize, be honest and show compassion,” says Elizabeth Lampert, who runs her own PR firm in Alamo, Calif. “With those herculean tasks accomplished, they can begin to rebuild, but this scandal will never be ‘behind’ them.”

Stan Steinreich, CEO of Steinreich Communications Group in Fort Lee, Bergen County, says that in situations like this, it’s important to tell the truth, which is what Penn State officials should have done instead of initially attempting a cover-up

“This will be studied for a long time by those in the industry as one of the worst PR catastrophes of all time, in terms of spiraling out of control,” Steinreich says. “I think that there is always a time where a corporation or an individual has to stand up and take the fire. Continuing to circle the wagons like Penn State (did) doesn’t help.”

Mark Conrad, a law and ethics professor at Fordham University in New York, says university officials need to formulate a plan that sets forth sweeping changes, including stronger controls over the university’s athletic programs, especially football.

And in order to restore trust, a better system needs to be created for reporting violations, Conrad believes.

Gene Grabowski, executive vice president of Levick Strategic Communications, a Washington, D.C.-based crisis communications firm that has advised universities and Fortune 100 companies, says Penn State’s plan must show a commitment to change, even if that inflicts pain on Penn Staters who feel they’ve done nothing wrong.

“It’s not about punishing the guilty at this point,” Grabowski says. “It’s about demonstrating a commitment to a new way of doing business that the university now has to do. And some sacrifice must be made, and sometimes the innocent suffer. There must be a sacrificial lamb here.”

“It is…reasonable to conclude that in order to avoid the consequences of bad publicity the most powerful leaders at Penn State University…repeatedly concealed facts relating to Sandusky’s child abuse from the authorities, the board of trustees, the Penn State community and the public at large,” said former FBI director Louis Freeh in his 267-page report.

“The ‘bad publicity’ comment goes right to my inner core as a Penn State alum and one who works in the [public relations] field,” said Jeff Jubelirer, a crisis management expert in Philadelphia.

“It’s just so sad. If they had not worried about the publicity and dealt with the problem right away, this tragedy could have been averted.

“There were consistent signs that (Sandusky) was trouble, and the top brass didn’t deal with it aggressively,” added Jubelirer. “The fact that they didn’t deal with the situation is mind-blowing.”

Whether

or not the tarnish can ever be erased is hard to determine, said Rowan University’s Larry Litwin, an associate professor of public relations.

“The entire situation is appalling,” said Litwin, author of a book on crisis management.

“There is a difference between being unethical and breaking the law,” said Litwin, noting that Penn State failed to adhere to The Clery Act, a 1990 law that requires public disclosure of crimes on American campuses.

“Penn State did both! They will forever be known as the university that covered up this horrendous crime. I truly believe their reputation is years and years away from being repaired — if it can ever be repaired.”

Both Jubelirer and Litwin added

that in the midst of all scandal there might be something good to come from it.

“If there is any silver lining in this very dark cloud, it is that it’s hoped now that any organization that deals with children should know what to do. I hope they will look for the warning signs and take action.

“That might be the only good news of this sordid affair.”

Now that President Erickson quote: “This is arguably one of the worst scandals that a university could have to deal with,” he said. “We will have to deal with it at the outset. We’ll have to take responsibility, be accountable to put the appropriate changes into place, and then we’ll have to demonstrate by our actions every day that we are the world-class university that we’ve long been.” [To comment: larry@larrylitwin.com]

At Old Main, Penn State president Rodney Erickson addresses how the campus will move forward in the fall.

Dr. Erickson            [To comment: larry@larrylitwin.com]

Posted on

It’s a heatwave. Be careful out there.

[To comment: larry@larrylitwin.com]

Be strategic in following this advice compliments of Ray Daiutolo Sr., president of the camden County chapter of the New Jersey Baseball Umpires Association.

The Mayo Clinic provides the following safety tips to help keep the body cool while in the summer sun.  I realize that working a game may prevent us from following all of these suggestions but some of these are still practical:

  • Wear loose fitting clothing that’s both lightweight and light in color. Choose clothing that draws perspiration away from the skin, such as cotton T-shirts or shorts. Newer perspiration-wicking fabrics also are effective.
  • Drink plenty of water, and don’t wait until you are thirsty to take a drink. A humans’ thirst mechanism kicks in only after it is significantly depleted of fluids. If exercising heavily in hot weather, aim for two to four glasses of water – or 16 to 32 ounces – every hour.
  • Stay away from liquids that contain alcohol, caffeine or lots of sugar – these actually cause you to lose more fluid. Also, know that a drink that’s too cold might cause stomach cramps.
  • Don’t overdo it. Start slowly and increase your pace gradually.
  • Wear sunscreen. It’s harder for the body to keep sunburned skin cool. Consider wearing a wide-brimmed hat to keep the sun off the face and head. Sunscreen helps protect the skin from sunburn and keeps a person cooler too.
  • Know the signs of heat-related illnesses, such as heat stroke, heat exhaustion and heat cramps.

[To comment: larry@larrylitwin.com]

Posted on

Nora Ephron – Lessons for us all

[To comment: larry@larrylitwin.com]

Multi-talented Nora Ephron passed away last week. Many aspects of her life are worth noting because she was – among other things – a great writer.

Here are a few highlights taken from her obits and from The Philadelphia Inquirer column written by Karen Heller and carried on July 1.

Ephron was born on May 19, 1941, on the Upper West Side of Manhattan, the eldest of four sisters, all of whom became writers. That was no surprise; writing was the family business. Her father, Henry, and her mother, the former Phoebe Wolkind, were Hollywood screenwriters who wrote, among other films, “Carousel,” “There’s No Business Like Show Business” and “Captain Newman, M.D.”

For my Rowan University writing students:

The eldest of four children, Ephron was born in New York to screenwriters Harry and Phoebe Ephron, who moved to Beverly Hills, Calif., when she was 4 years old. Words, words, words were the air she breathed. Regular visitors included “Casablanca” co-writer Julius J. Epstein, “Sunset Boulevard” collaborator Charles Brackett, and the team of Albert Hackett and Frances Goodrich, who worked on “The Thin Man” and “It’s a Wonderful Life.”

“Everything is copy,” her mother once said, and she and her father proved it by turning the college-age Nora into a character in a play, later a movie, “Take Her, She’s Mine.” The lesson was not lost on Ms. Ephron, who seldom wrote about her own children but could make sparkling copy out of almost anything else: the wrinkles on her neck, her apartment, cabbage strudel, Teflon pans and the tastelessness of egg-white omelets.

In her commencement address in 1996 at Wellesley, from which she graduated in 1962, she advised, “Maybe young women don’t wonder whether they can have it all any longer, but in case any of you are wondering, of course you can have it all. What are you going to do? Everything is my guess.

“It will be a little messy, but embrace the mess. It will be complicated, but rejoice in the complications. It will not be anything like what you think it will be like, but surprises are good for you. And don’t be frightened: You can always change your mind. I know: I’ve had four careers and three husbands.”

And there it is, perfect Nora: insight, humor, self-deprecation, intelligence.

[To comment: larry@larrylitwin.com]

Posted on

Combining advertising and public relations courses? — Your Thoughts — asks PRSA

[To comment: larry@larrylitwin.com]

Larry Litwin’s response below:

Combining advertising and public relations courses

Where I teach there is some interest (driven by the department chair and interim dean, who are advertising people) in combining the principles of advertising and principles of public relations classes into one class. This is due to a belief by the advertising faculty that advertising and public relations are so thoroughly integrated as to no longer need separate classes. The other PR faculty members and I (in the minority) feel this would limit the survey of material in an introductory PR class, eliminating many topics that are the foundation of the profession. We’ve even received feedback from James Grunig that this is a bad idea, because while PR and advertising frequently work together, they are separate, distinct disciplines that should be taught separately.

Thoughts?

Samra Jones Bufkins, MJ, APR
Lecturer, Strategic Communications
Mayborn School of Journalism
University of North Texas

Larry’s response:

 

I fully favor combining public relations and advertising as a major…called…Strategic Communication. However, the two introduction courses must be kept independent. While the two disciplines have similarities, students are not mature enough to compartmentalize and time would not permit going into the depth needed to prepare students for their future profession.

I have had a chance to read the responses and have completed the Fullerton survey. While this may be self-serving, I’d be remiss if I did not mention it. I have authored a book — for both professionals and as a text — that combines public relations and advertising. It is in many colleges. Its 17 chapters (550+ pages) include a chapter on advertising that covers much of what a public relations strategic advisor should know about advertising. It retails for under $39.95 and is available for about $30 to students. I mention the book (“The Public Relations Practitioner’s Playbook”) only because one of the responses brought up the topic. Please check it out at www.larrylitwin.com. Much of the royalties (limited as they are) go to Rowan’s PRSSA chapter. By the way…this is an excellent dialog.

Link to discussion: http://www.prsa.org/MyPRSA/forums/messages?messageid=7816#7816

[To comment: larry@larrylitwin.com]