PR Moxie

I had to make a tough phone call a few weeks ago.  I had to call the local newspaper’s well-read gossip columnist – CJ.  For those of you that don’t read the Star Tribune, you have to understand – CJ is an institution in this town and usually more famous than the famous people that she writes about.  The second most read column behind Sid Hartman – or “Grandpa Sports” as his adoring fans refer to his as – CJ has a column that runs three time during the week and she appears on the FOX 9 morning newscast to give a live TV update on the latest local and sometimes national gossip news. 

I’d met CJ at the FOX studios a number of times over the years – but had not had much occasion to work with her historically….and I’m pretty happy about the fact that my stable of client’s stays out of the sometimes choppy waters of the gossip world.  I did have to dial her up to set a story right that involved a Protestant Pastor that I often do pro-bono PR work for and a well known Catholic Priest.  Yes – I know – this sounds like the set up for a joke….this pastor, priest and rabbi where in a charity photo shoot when…

I’ve experienced both of these men at their respective pulpits, and I respect their integrity as well as their sense of humor. I had to attempt to set the record straight, as what she reported in one of her columns left a little too much room for negative interpretation for my comfort. 

I started as all good publicists should do when trying to control potential crisis communication – by calling the parties involved to get their side of the story.  I caught Pastor Efrem of Sanctuary Covenant my first attempt on his cell phone.  He confirmed that some of what she had reported was correct – and judging from the ‘deer in the headlights’ quote that CJ had gotten from him in the initial column – I knew that sounded like something Efrem would say – so I knew that the story was somewhat correct…but there was much more. 

Briefly, CJ had been a part of the same United Way charity photo shoot so she had built a rapport with the photographer and event coordinator.  She had heard that Fr. O’Connell had put up (what could be construed as) devil horns behind Pastor Efrem’s head for one of the shots.  She then went on to report something that she had heard second hand that didn’t carry the humorous tone that it was intended to be said in….and I don’t know about you…but when I read something like that and it really misses its mark…I feel compelled to set things right.  I called CJ and initially thought the call would last about 30 seconds. 

Then a really cool PR thing happened – we broke out of our publicist/journalist roles and started talking about a mutual journalist that we both knew and liked that had somewhat recently passed away.  CJ is a smart, opinionated and fiercely loyal woman – and if you ask me a pretty decent human being.  I often roar when I read her columns because of her sometimes outlandish comments and takes on people/places and things in the Twin Cities – but I will tell you one thing – she has lasted as long has she has in town because she has a real passion for what she does. Given a chance to have a conversation with someone instead of accepting/rejecting a pitch – she put down her brusque façade and we were able to share a few laughs.  

The lesson I learned in this whole PR opportunity is not that if you see something wrong – move heck and high water to make it right – but be sure to approach all parties with a professional but compassionate approach.  Having worked on Wall Street in the Investor Relations world for seven years earlier in my career, I made inroads and set meetings with some of the most powerful men and women in the financial community. I did it because I knew my story and I treated all with attitude that they put their pants on in the morning one leg at a time.  Because of my tenacity, perseverance and results at a young age – I once had a broker tell me I had Moxie.  Call it what you will – all I know it’s the stuff in side that drives me to do what I love to do – and that is to tell stories and connect people.  Below is the reprint that CJ ran a few days ago.  By the way – what’s your story?

http://www.startribune.com/lifestyle/21601989.html?page=3&c=y

An apology

The Rev. Efrem Smith received a priestly apology from the Rev. Michael O’Connell.

The men of the cloth were among religious leaders being photographed for the Greater Twin Cities United Way’s new campaign, “Live United,” when O’Connell did something naughty. The Basilica of St. Mary rector displayed his pinky and thumb behind the head of Smith, senior pastor of the Sanctuary Covenant Church. Participants at the photo sessions were encouraged to assume amusing poses and this gesture, whether interpreted as rabbit ears, donkey ears or devil horns, certainly met that criteria.

Mary Lower, owner of Sterling Cross Communications, told me that O’Connell called up to say he didn’t intend anything untoward. O’Connell is known as a prankster, but the two had never met so the gesture caught Smith off guard.

As someone known as the hip-hop pastor Smith — also author of “The Hip-Hop Church” — has probably seen much less holy hand-signs in the hood.

However, he’s feeling on top of the world these days because on Aug. 7 Smith will speak to more than 100,000 people when he makes a presentation at the Leadership Summit at Willow Creek Church in Illinois. It’s being simulcast across North America.