Timing Has Never Been Better for an Ethics Refresher

Hey, we’re all ethical people here.

But these are confounding times—and not just politically and economically speaking. Marketing communications professionals of all stripes are confronting an array of rapid technological and cultural changes.

Even the most upstanding among us can get caught up in confusion and lose sight of what’s right.

So sometimes it helps to be able to refer back to the basics. That’s why we here at Scheibel Halaska have signed on to the Principles and Practices for Advertising Ethics recently set forth by the Institute for Advertising Ethics, a group administered by the American Advertising Federation (AAF).

The principles comprise eight rules to live by, centered on a few simple ideas:

• Honesty
• Transparency
• Fairness

Good reminders to keep us all grounded in these fascinating, challenging days. Go ahead: Read the full IAE principles document.

Facebook Makes It Easier to Build Your Page (But You Still Need a Strategy)

Score one for Facebook in its ongoing battle with Google, with the latest round focused on bringing businesses into the social networking fold.

This week, Zuckerberg et al. unveiled a tidy new how-to guide for businesses to create their own pages. Meanwhile, Google remains wishy-washy on how to integrate businesses into its new Google + network.

At first glance, Facebook for Business appears to be a helpful, straightforward resource (CNET’s take here). However, the site mostly covers the mechanics of setting up your page and maximizing its functionality.

To gain the biggest advantage with your Facebook presence, you still need clear objectives and a solid strategy to match.

So as you try out Facebook’s new guide, why not refer back to these key considerations for your company Facebook page.

You’d Think a Mega Media Mogul Would Have a Better Handle on Crisis Communications

But in the case of Rupert Murdoch, you’d be wrong.

Reviewers were unimpressed with Murdoch’s testimony this week before British Parliament in the rapidly expanding and deepening News Corp. phone hacking scandal.

Murdoch’s performance was yet another reminder of a lesson we pointed out recently: that executives need better crisis communications training.

It wasn’t exactly the notorious no-comment approach. But it was far from the transparent, accountable leadership that Parliament and the public were looking for. Is anyone buying Murdoch’s pleas of ignorance about what’s been happening at his news outlets?

It seems News Corp. has handled the phone hacking problem poorly going all the way back to its beginnings in 2006. Instead of tackling the issue head-on when they had a chance, Murdoch and his son James must now clean up a much bigger mess.

To do so, they’re going to have to be more open, responsible and direct than they’ve been to date. After all, you can’t make the story go away just by ignoring the scandal in your own media … or even by winning a little sympathy after a pie attack.

Quick Response, Quick Death? Critics Question QR Codes’ Effectiveness

How many people, when they see a QR code, know what it is?

How many of them have a smartphone capable of doing anything with that little pixelated box?

How many of them have already downloaded the correct application for reading the code?

And when they take the time to have their phones read the code, where does it take them?

QR codes are an increasingly popular marketing tactic. But critics such as these columnists in Business Insider and AdAge are raising questions about whether all the fuss is really futility.

It’s healthy to have a sense of skepticism about the latest tech fad. And QR codes, which may prove to be transitional rather than transformative technology, fall into that category.

But we shouldn’t immediately dismiss them. QR codes, despite their shortcomings, offer a low-cost chance to engage customers and prospects in new ways. Just don’t let yourself believe that they’re some kind of magic potion.

Start with a smart strategy, incorporate a compelling offer, put it in a place where your target audience is most likely to use it … and a QR code might just bring a little something extra to your next campaign.

Having a Blast Thanks to U.S. Manufacturing

For a few weeks there, it looked like there wouldn’t be much to ooh and ah about this summer, economically speaking.

But now the U.S. manufacturing sector, perhaps inspired by the profound lyrics of Katy Perry, has gone and set off some beautiful economic fireworks heading into this Independence Day weekend.

Not that we had any doubts here about the strength of America’s manufacturers. But we’re pleased to see more strong data to back up our bullishness and help investors regain some optimism, too.

The news is well timed: As we get ready to celebrate our great nation, our spirits are boosted by one of our greatest assets—the vibrant manufacturing sector that has helped spur our economic growth for 235 years.

Happy Fourth of July!

Why PR, Crisis Communications Belong in Business Schools

The value of a company is closely linked to its reputation. Why, then, do so many executives fail so spectacularly at protecting their companies’ reputations in times of trouble?

Columnist Anthony D’Angelo in Bloomberg BusinessWeek cites a lack of communications studies in MBA programs as one key reason:

“So glaring is this omission that it's typical for MBA-holding executives to assume ‘reputation management’ or ‘public relations’ is the black art of spinning an alternative version of reality, as though that works in today's wide-open, relentlessly scrutinized, electron-speed information environment.”

Well put, Anthony.

And so we continue to witness CEOs from the likes of BP, Toyota and a parade of financial institutions take an evasive or no-comment approach, instead of being as transparent and responsive as they need to be in a crisis. It takes plenty of practice to think carefully, act quickly and communicate clearly—all with the empathy, care and urgency that a delicate situation demands.

These skills are fundamental to great business leadership. They should be emphasized, not just for MBA candidates but for undergrads as well. And if you don’t have crisis communications know-how in your company, consider seeking a strategic partner who can help you prepare.

Woven into the Fabric of Every Strong Economy Is a Vibrant Arts Community

Here at the office, we’re in the midst of our fourth annual office fund-raiser for the United Performing Arts Fund.

We kicked off our fund-raiser last week with a tour of the Broadway Theatre Center in Milwaukee, home to Skylight Opera Theater and other companies. Photos at left, courtesy Elizabeth Franczyk, show the costume shop. Thanks to Diana Aliota and Jim Ferrell for a fun and fascinating look at all the passion, ingenuity and hard work that goes into every show.

UPAF—kind of like the United Way, but for artistic organizations—is clearly a big reason our hometown boasts a lively arts scene. Less obvious, perhaps, is that it’s also a key driver of our region’s economic resilience.

A strong arts community helps attract and retain the talented, creative professionals who are essential to our ongoing economic evolution and growth. That’s what makes increasing collaboration among creative organizations and businesses—such as the Creative Alliance Milwaukee and its Creative Hub—so important.

Meanwhile, our collective support of the arts is becoming even more crucial, at a time when the state budget is tight and legislators are finding it necessary to slash public funding for the arts.

So get involved. Give to UPAF. Connect with the Creative Hub. And help us keep southeastern Wisconsin’s economy strong for many years to come.