REPORTBurson be<strong>com</strong>es target in Facebook flapThe growing corporate and PR war between Google andFacebook enveloped Burson-Marsteller in May after the firmsaid it took on an assignment it should never have accepted.PR services newsNOKIA PLUGS NEXT FIFTEENThree Next Fifteen Communications GroupPR firms will handle Nokia’s global PR account,following a <strong>com</strong>petitive review.Text 100, Bite Communications and 463Communications have been tapped to guide PRfor the tele<strong>com</strong> in the U.S., U.K. and its homebase of Finland.Ketchum was the U.S. incumbent, whileGolinHarris and Good Relations worked Finlandand the U.K., respectively.Earlier this year, Nokia said it would beadopting Microsoft’s Windows Phone 7 softwarefor its smartphones in a billion-dollardeal between the <strong>com</strong>panies. Some media andanalysts have suggested the pact is a precursorto an acquisition by Microsoft.The episode unfolded in earlyApril after Burson staffersapproached on behalf ofFacebook an Internet security bloggerabout penning an op-ed piece critical ofa Google service. When the blogger,Chris Soghoian, pressed Burson toreveal its client, the firm declined andan irritated Soghoian posted the firm’sentire pitch online.Under pressure from evidence uncoveredby the Daily Beast on May 11,Facebook admitted a few days later thatit was the shadowy client, sparking aflurry of criticism for the social network,PR firm and, in some cases, thePR industry as a whole.Slate’s Jack Schafer sneered: “Assomeone whose regard for the publicrelations industry could not descendbeneath the subbasement it currentlyoccupies unless I used nitroglycerine toerase some troublesome bedrock, I findnothing surprising, shocking, or offensivein what Burson-Marsteller did inattacking Google.”But much of the flame-throwingcame from within the PR industry,itself, and dozens of PR pros took totheir blogs, social networks and the airwavesto expound on ethical PR andcriticize the Burson-Facebook fiasco.“Just as we saw in the Dept. ofEducation/Ketchum matter a few yearsback, this case is as much about attribu-By Greg Hazleytion as ethics,” said Alan Kelly, the veterantechnology PR CEO now in D.C.with Playmaker Systems. “Hadinquiries been answered honestly andimmediately — even proactively —there’d be no PRgate to navigate.” Hedubbed the episode “more a case ofin<strong>com</strong>petence than malpractice.”A particularly stinging critique washanded down from a former top B-Mstaffer in the U.K, Terence Fane-Saunders, the former CEO of the firm’sU.K. operation now chairman ofLondon-based Chelgate.“Quite simply, this is not the way thatB-M would have operated in the dayswhen I knew it well, and I am sure thatit is not an approach which HaroldBurson would have condoned,” he said,noting that the firm’s history helpedestablish PR as an ethic managementprocess and expressing hope that the“furtive and creepy” episode was anaberration.No intent for ‘smear’ campaignUSA Today cracked the story open aweek earlier, on May 6, when it said itwas among the “top-tier media outlets”targeted by B-M to place news storiesand editorials about how Google’sSocial Circle email feature violates theprivacy of users. At the time,Facebook’s identity was still underwraps.A Facebook spokesman said thesocial network hired B-M becauseGoogle is moving into social networkingservices and also because Facebook“resents” Google’s attempts to use FBdata in those services.“No ‘smear’ campaign was authorizedor intended,” Facebook said,adding that it hired B-M to “focusattention on this issue, using publiclyavailable information that could beindependently verified by any mediaorganization or analyst.”Burson said Facebook requested thatits name be withheld on the groundsthat it was “merely asking to bring publiclyavailable information to light andsuch information could then be independentlyand easily replicated by anymedia.”The firm contends that any informationbrought to media attention raisedfair questions, was in the publicdomain, and for the media to verifythrough independent sources.Burson admitted, however, that theeffort was “not at all standard operatingprocedure and is against our policies,and the assignment on those termsshould have been declined.”The client and firm have since partedways.Standard tactic of PRWhile many PR critics piled on theepisode, some were less admonishingand detected an air of hypocrisy insome of the finger-pointing.“I am sure there will be PR practitionerswho join the public lambastingof the PR agency in question in a holierthan thou attempt to position themselvesabove the fray,” wrote ScottFriedman, North American Director forText 100. “The truth, however, is thatanyone who has worked in our industryfor a significant time has probablyengaged in somewhat similar tactics. Itis a regular practice in PR to createfear, uncertainty and doubt about ourclients’ <strong>com</strong>petition.”B-M said the two execs involved inthe campaign — former NationalJournal scribe John Mercurio and ex-CNBC tech correspondent JimGoldman — were to undergo additionalethics training, and all staffers wouldbe reminded of ethical guidelines inplace at the WPP-owned firm.“Op-ed pieces are supposed to springfresh from the minds of their writers,not be prompted by skullduggery,”blogged Pennsylvania PR pro DougBedell. “It’s possible Mercurio mighthave disclosed his client to Soghoianlater. But the damage in terms of thestandards shown by this PR executivehas already been done.PRSA chair Rosanna Fiske, in a rarerebuke of a PR agency, criticized B-Mfor not revealing its client and appearedin a handful of media outlets to tout thegroup’s ethics code.“This reflects poorly upon the globalpublic relations profession,” she toldthe Telegraph. “[B-M] took the road ofmisleading and not disclosing who theywere representing,” she said in the NewYork Times. “In the essence of the publicrelations code of ethics 101, that’s ano-no.” 10JUNE 2011 WWW.ODWYERPR.COM
IPRA members <strong>com</strong>ment on board abusesBy Jack O’DwyerKey board members and past leadersof the International PR Associationhave resigned to protest what theysee as abuses in financial reporting andgovernance including the dissolution May5 of the IPRA Council, the 74-member legislatureof the group.One issue of particular contention is theelection of Johanna McDowell of SouthAfrica as President for 2012. Dissidentsclaim McDowell was wrongfully electedbased on her receiving “40 messages ofcongratulations.”They say her election should be declarednull and void because valid other candidateswere excluded; no secret ballot washeld; the voting software was “corrupted,”and the board ignored <strong>com</strong>plaints ofminority board members about the conductof the election.A number of members are also in openrevolt against the leadership of staff CEOJames Holt, who at one point resigned lastyear. Dissidents feel he should not have thetitle of “CEO.”Holt appears to be back at the helmalthough some members have <strong>com</strong>plainedthat his salary — about $80,000 a year —takes up about 80% of the in<strong>com</strong>e ofIPRA.Board members say they were ignoredThe dissolution of the Council wasdeclared at the May 6 meeting in Brusselsbut there are many members who questionthis action, noting that only the Councilcould dissolve itself.An announcement May 13 by 2011 presidentRichard Linning said the last fiveIPRA presidents, operating under the newconstitution, have submitted its report onthe membership and eligibility for electionof the new governing body and for the conductof future IPRA ballots.Dissident board members, including formerPresident Elizabeth Ananto ofIndonesia Ananto, claim they do not getadequate financial reports. They are alsoupset that Nigel Chism of the U.K. hasbeen treasurer since 2000 when there is afour-year limit for that office.Tempers have flared on both sides of thisdispute resulting in threats of lawsuits andlegal opinions obtained from lawyers. Twodissident directors have been “suspended”from the board for several months as “punishment”for not toeing the line. They disputedsuch suspensions as improper andunwarranted.Among those resigning in protest areformer directors Don Stacks of the U.S.;Jennifer Hardie of United Arab Emirates;Volker Stoltz of Germany and DavidDonahue of Australia, former Councilhead.Poor financial reportingMember services manager ClareCochrane, who was with IPRA more than10 years, was laid off because of budgetproblems, said sources. She was paid fourmonths’ salary and a “<strong>com</strong>pensation” payment.Members say the Council of IPRA, “thesovereign body” of the group according toRobert’s Rules, made up of representativesfrom the 60 or so nations with members inIPRA, is being disregarded and key decisionsare being made by a few board members.A new governing setup places control inthe hands of representatives elected from“regions” rather than individual countries.A new U.K. corporation has been set up tohandle the affairs of IPRA as required byU.K. laws.There are numerous <strong>com</strong>plaints thatdirectors and even officers of IPRA are notgetting full and timely financial reports.Latest figures on the IPRA website are forthe year ended Dec. 31, 2009 and show anoperating loss of £18,277 on revenues of£204,798 including £81,907 cost of salesand £141,168 administrative expenses. Netassets were £319,205, a decline of£16,101.IPRA hurt by mismanagementSome members fear the current crisis atIPRA could spell its doom or bring it to itsknees. It’s in the middle of its biggestmoney-maker, the Golden World Awards.Winners, who paid £230 per entry, willbe announced later this month and awardswill be made at a banquet in the fall.IPRA, whose membership has declinedfrom 1,000 or so to under 500, say seniormembers, has stiff <strong>com</strong>petition from theEuropean Assn. of CommunicationDirectors, a corporate group founded in2006 that now has 1,600 members.IPRA had about 900 members in 2004from 90 countries and had cash of£231,336. Current membership is said tobe about 1,000.Current staff costs, including Holt’s payof about £60,000, consume 80% of totalin<strong>com</strong>e, said memo by director VolkerStoltz of Germany; Srba Jovanovic ofSerbia; Hardie, and Stacks. The memo saiddirectors had been told that Holt intends tostay for another five years. JUNE 2011 WWW.ODWYERPR.COM 11