*This is a fake pitch I did in one of my PR classes. This is not a real PR company or a real pitch to Jayson Blair.
1. EXECUTIVE SUMMARY
1.1. Company Overview
We at K&J Public Relations strive to positively amplify the images of past and up and coming celebrities. Our drive and dedication to our clients make us the best Public Relations firm in the country. We never quit until our client is completely satisfied with our work. Our company has been extremely successful in promoting clients and giving them the prosperity they desire. Mr. Blair, we believe that our services will benefit you in numerous ways. Choosing K&J Public Relations to revamp your image will be one of the best decisions you will make in your lifetime. Our goal is to solidify an immutable reputation, while winning the approval of the everyday public. We promise once we revive your reputation that we will also maintain your prominent image.
1.2. Company Vision
Jayson, our team has conducted a plan that will be cost effective and has the potential to be time consuming. We have a solid plan that will revamp the integrity of your career and your public image. We realize that there are several steps that you will need to take in order to achieve this and we are willing to provide those steps if you are willing to sign on as our client.
Our team has created a five step program that we have named F.L.A.W.S. We call it F.L.A.W.S because we would like to think that our client’s flaws are what have distorted their public image and it is our F.L.A.W.S that will rejuvenate their careers, etc. Each of these steps has a specific job that will enhance the publics’ perception of you. This program is specifically designed for dealing with the press and the public. The F.L.A.W.S acronym stands for:
1. Focus– highlight client’s strong suits and positive accomplishments rather than faults.
2. Lead¬¬ – get involved with organizations, charity and your community.
3. Act –accept responsibility and strive to change.
4. Work – you only get what you put in, so give your all! Hard work pays off.
5. Succeed – reach your goal.
2. CAREER OVERVIEW & SITUATIONAL ANALYSIS
2.1. Career Overview
Mr. Blair, your career began as a student journalist at the University of Maryland. You were then promoted to editor-in-chief for the student newspaper, The Diamondback, for the 1996-1997 school year. This was when your judgment and work ethics began to be slightly misguided. You were accused and found guilty of citing four errors within your work at The Diamondback. These initial errors are what originally jeopardized your integrity as a reporter and editor.
The following summer, 1988, you were fortunate enough to land an internship with The New York Times. They were so impressed with your work that they made an offer to extend your internship. After informing them that you still had some classes to take before graduating, they granted you the opportunity to tie up your loose ends and deferred your internship offer. Along with your return in January 1999, came the assumption that your course work was complete. It later came to surface that this was not the case. In fact, you still had a year worth of schooling left. The following November you were already working as an intermediate reporter for The Times under false pretences. Working for The New York Times was a position, at first, earning you reputable honor and prestige. However, your credibility came crashing down four years later, April 2003, when similarities were found between your stories and those of other reporters.
This was still the beginning of opening up all the falsehoods, fabrications and plagiarism you committed throughout your duration at The Times and even before that. You were forced to resign, leaving with a tarnished reputation. You were viewed as a thief and liar and had hit rock bottom in your career. Your credibility was replaced with dishonesty. This made it impossible for you to continue your career as a reporter.
You have started off on the right path by returning to school with the intent of going into human resources. Since this was one of your first errors of deception it is was an honorable choice for you to go back. After being diagnosed with bi-polar disease you became the founder and executive director of the Depression Bipolar Support Alliance in northern Virginia. This sparked an interest and in 2007, you became a life coach at Ashburn Psychological Services in northern Virginia. This demonstrates your desire to help those with problems strive for success and avoid a career collapse like your own. In 2010, you started your own consulting and life coaching practice in your hometown of Centreville, Virginia. This shows your determination to stick with something and expand your outreach.
Your book, Burning Down My Master’s House: My Life at the New York Times, was a tell-all story based on you, your career faults, family history and how you’ve moved on since your resignation and downfall. You recognize the wrongs you made and accept full responsibility for them. We admire that you didn’t try to push the blame elsewhere. You express that you did indeed make mistakes, but that the only bigger mistake you could make is to not learn from your discrepancies.
2.2. Situational Analysis
You have struggled with mood swings, anxiety, substance abuse and career issues. Since your resignation and scandal, you have been making efforts to rebound and salvage your career. Here at K&J Public Relations we acknowledge your accomplishments since the fall out and would like to offer to help you continue to strive forward and meet your goal.
Mr. Blair, there have been plenty people who have made mistakes and have rebounded back to the top. Actor, Robert Lowe, was involved in a sex scandal with an underage girl while he was campaigning for Massachusetts Governor, Michael Dukakis. The tape became available for all to see, which ruined his public image. Soon after, he checked himself into a sex and alcohol rehab center. After he became clean, Lowe became the Spokesperson of the “Lee National Denim Day.” This organization raised money for breast cancer and education. Steadily he improved his reputation and is currently writing a television series that will be released in May.
Enough time has passed since your scandal and you have taken steps in the right direction. People make mistakes and people learn and change due to those mistakes. It is apparent that you are truly remorseful for your misdoings and are working to show that. We understand that you would like to be a reporter again one day and think we can help you regain the general publics’ respect. If you are looking for another chance, K&J Public Relations is confident in our ability to help you.
3. IMAGE
Mr. Blair, our number one objective is to improve and protect your image. We need to secure your appearance and credibility in the eyes of the public. The first step in transforming the minds of the people is to be remorseful and humble. Once your apology has taken place, all there’s left to do is act upon your words. You have come a long way since your mistake and it is crucial to portray the new man you are. You’ve already made productive strides by becoming a life coach. Focusing on your current job will divert the publics’ attention from your previous blunders. Maintaining a clean image will be extremely beneficial for your future. Down the road we want you to reach your fullest potential as a journalist.
We want you to share with those who don’t know of your past history and are unaware of your current change of heart. You overcame substance abuse and were constantly battling racial inequality. This is an accolade we want the public to acknowledge. Relating to the public and appealing to their emotions is key.
4. MEDIA RELATIONS
There are going to be multiple necessary steps to take before your reputation can be improved. The first step is going to be your public apology. It is vital to apologize to the public because it shows them that you are willing to own up to your actions. It also explains to them that you are trying to change. Your public apology will be sent out in a media alert which will be the first of many public appearances you will make in upcoming months.
4.1. Television
First, we will pitch your story exclusively to the producers of 60 minutes, next Piers Morgan Tonight and then The Today Show. It is important for you to understand that, because you are not a celebrity, it is crucial for you to get as much face time on television as possible.
4.1.1. 60 minutes – CBS
60 minutes is said to be the most successful broadcasting show in television history. Going on its 43rd year, it has won numerous awards and Emmys for its journalistic and reporting tactic. It is unique in its way of proving information through a one hour informational segment. In these 60 minutes a person, story, or action is profiled through reports and interview segments. We feel that this media outlet will grant you the perfect opportunity for you to let the public know you have recognized your mistakes, accepted their ridicule and, as a man, are working hard to become a man of nobility. We have therefore made it our top media priority. The show airs every Sunday at 7 p.m. and is hosted by valued and credited reporters. We are targeting reporter, Scott Pelley because he is unbiased in his interviews. He is known for capturing stories of human struggle which would otherwise go unnoticed.
4.1.2. Piers Morgan Tonight ¬– CNN
We feel that CNN is the best news station to tell your story because it reports its news with the least amount of political bias. Piers Morgan hosts a show airing at 9 p.m. nightly. This is an ideal time to target adult viewers who may be interested in hearing your story. You will catch viewers at this time home from work and in a more relaxed state of mind. Morgan will ask you hard hitting questions that will allow you to address and explain your side of the story to viewers. We plan to provide you with a speaking coach to adequately prepare yourself for these questions. Morgan has interviewed many celebrities such as Simon Cowell, Charlie Sheen and Oprah. Being seen on a show of this stature will ensure public attention.
4.1.3. The Today Show
Our third priority would be to reserve a spot on a morning show to reach the general public before beginning their work day. We want your story on their minds as they drive to work, as well as when they’re talking to co-workers. It is important that they discuss this so more people are aware of what you are doing. The Today Show will ask similar questions as Piers Morgan, and you will be equally prepared to answer them due to your training.
4.1.4. Medium and Local Level
From there we will offer your story to medium and local level TV stations if necessary. Any publicity for you will be better than none.
4.2. Newspapers
After all of your interviews on news shows, we would like to get your story out to the public in print. Local newspapers as well as national newspapers, such as USA Today, will print stories on how you are repairing your reputation. These newsprints will get your story out to even more people around America. If necessary, we will also send pitch letters with your stories to smaller and more local publications.
4.3 Radio
It is also a good idea to get you on the radio. We would schedule an interview on XM channel 134. This is the NPR station which has a large and diverse audience. By the time you have interviews on the radio your name will be more public and listeners will be intrigued by your story.
4.4 Social Media Outreach
4.4.1. Social Networking
Along with making appearances and giving interviews, it is important that you reach out to your fans on a more personal level. For this reason, you will set up Twitter and Facebook accounts. You will update your statuses and pictures with positive things in your life, as well as updates and further sharing your experiences as a life coach. Invite followers to advise you or share stories of their own. This will establish a personal bond between you and the public as well as advertise yourself in a way that people can relate to.
4.4.2. Blog
We encourage you to create a blog where you talk about what you’re learning as you strive to clean up your reputation. This way you are gaining exposure and people can sign up for RSS feeds.
4.4.3. Web page
We have professionals on our staff that will set up a Web page for you. People can visit this site to get information and advice, which will help them with their own life struggles. You can provide insight and suggestions such as life coaching tactics, self-tests to see how they’re doing in managing their life, etc. In addition, you will be able to sell your book and pod casts through this Web site.
5. COMMUNITY RELATIONS
Involvement in community relations is a crucial step in your image reconstruction process. The public will expect you to not only apologize, but to also act upon that apology. We will associate your name with positive organizations that are involved with drug abuse and plagiarism. In addition, have you supply scholarship aid to your former university. By doing this you will prove your change of heart to the people you’ve personally affected, and unfortunately offended. Our proposal focuses on giving back to the community. We plan to accomplish the following: begin a research study about the dangers of plagiarizing, volunteer at local schools to talk about the plagiarism program, involve and associate your name with the drug abuse organization D.A.R.E and create a scholarship that will be given to a journalist major at the University of Maryland. Association with these activities will create the persona that you are indeed a respectable human being whose drive in life is to help those less fortunate as well as those who suffer from the same challenges you’ve battled. We believe that serving your community is one step in regaining the trust of the public.
5.1. Plagiarism Program Research Study
We suggest that starting a research study about plagiarism and the detrimental affects it has on the United States will be a beneficial action on your behalf.
We will create an organization that will study the negative effects that plagiarism has in United States. American Students are falling behind other countries in writing and we are becoming less and less competitive in our education around the world. Mr. Blair, you have experienced first-hand how plagiarizing can ruin someone’s career. Most Americans don’t realize the consequences of plagiarizing, and by listening to you speak about its dangers will make them aware of how destructive it can be.
5.2. Speak at Local Schools
We will schedule several visits to local high schools where you will be able to promote the Plagiarism Program. High school is a time where students can get away with plagiarizing. And innocent copy and paste on a last minute paper here will not result in the effects of the modern work world. Reaching individuals at this age will be an effective way to communicate the severe dangers of fabrication. Here you will also have the opportunity to endorse your book, Burning Down My Master’s House: My Life At The New York Times.
5.3. Involvement in D.A.R.E
D.A.R.E, which is an acronym that stands for Drug Abuse Resistant Education, is a program that was developed in 1983 in Los Angeles, California. D.A.R.E teaches kids the dangers of drug abuse and how destructive it can be in one’s life. Since you have had substance abuse problems, involvement in this program will show your concern for the well being of young Americans.
5.4. Scholarship
We suggest an annual donation of $1,500 to one student at the University of Maryland who is majoring in journalism. This is an opportunity to directly give back to the place, which guided you down your educational path. Students who apply for this scholarship will write an essay about the dangers of plagiarism and its effects on students.
6. EVALUATION
In order to see if K&J has improved your image, we will track the progress in the following areas:
1. Public opinion/reputation poll (before and after program)
2. Number of articles/stories published in media outlets (newspapers, TV, magazines, blogs, etc.)
3. Impressions or number of viewers/readers who may have seen/read media coverage (audience/circulation figures)
3. Analysis of media coverage (positive, neutral or negative tone)
4. Total followers on Twitter, Facebook, Blog and Web page
6. Any increase in sales of your book during the program
We will take all of these areas into account to see if we receive positive or negative attention. Before we begin the process of improving your reputation, we will make an online poll to receive feedback on how the public originally viewed your previous blunders at The New York Times. After one year, we will create another public opinion poll to see if your reputation has improved. We will also keep track of the articles posted about you and whether we received positive feedback. Furthermore, we will determine the amount of viewers who will be watching the television programs that you appear on, as well as the number of listeners that tune into the radio stations you will be speaking on. The internet is also a good way of determining your progress. We will continually monitor the number of followers on your blog, as well as Twitter and Facebook. We expect your positive media coverage to increase as well as the sales
of your book.
7. CRISIS MANAGEMENT
After following our guidelines to reviving your image, we expect the public to see you in a whole new light. We will not settle until this is accomplished! Our company is aware that everyone is human, so we prepare you for any problem that may arise. Should you come under fire or get in any further trouble we will protect your image to the best of our ability. We are an experienced public relations firm that will handle any situation you could go through, good or bad. In order for your reputation to stay clean, we advise that you keep all Twitter and Facebook blogging positive and clear of social issues and touchy subjects. This will minimize negative attention. Also, you will receive more media attention, which will require you to be calm and collected in pressure situations. We will handle this by providing you with a personal speaking coach who will prepare you for the difficult questions that may be asked. This is crucial in our plan because any statement or answer that comes out wrong could be taken out of context. In addition, if any negative articles are released about you, we plan to publish positive ones in return.
Our team understands genuine emotions of acceptance can be difficult to acquire, but we strongly advise you to seek true acceptance. In the event that you don’t, we suggest you keep all ill comments private, unrecorded and off-the-record.
8. BUDGET
The fee for our services is a monthly retainer of $15,000. This warrants you access to our expertise, resources and accommodations 24/7. It’s a small fee we ask in comparison to what you get in return, in your case an enhanced image and reputation.
