PR is Like a 'House of Cards'

Fictional U.S. Rep. Frank Underwood smooth talks his way through Congress in the Emmy-nominated Netflix original program, “House of Cards.” Along the way, he teaches us some lessons about public relations, both good and bad.

Following are lessons from D.C.’s manipulator in chief.

Always prepare for an interview. Rather than prepare for a CNN debate about a contentious teacher’s strike, Underwood underestimates the opposition and decides to wing it. When things go poorly on live TV, he throws an instinctual Hail Mary pass that misfires badly, setting back his cause and making him a viral video sensation for all the wrong reasons.

Respond quickly to a crisis situation. When fingers start being pointed following an accident in his home district, Underwood heads home immediately, despite being up to his elbows in alligators in Washington. Once back at home, Underwood shows such remarkable responsiveness and caring that he brings the crisis quickly under control, clearing the way for his return to D.C.

Tell your bad news before someone else does. Peter Russo, a flawed congressman with a checkered past, is Underwood’s pick to run for governor of Pennsylvania. Rather than wait for news of Russo’s past drug use to trickle out, Underwood advises Russo to tackle it head-on, framing it as a comeback story.

Put a face to your story. With the teacher’s strike at an impasse, Underwood rallies support by telling the story of a child’s untimely death. This story is broken instantly on Twitter, showing that even an old-school Washington powerbroker appreciates the power of the new media.

Don’t speculate. Underwood goes off the record to predict the outcome of a precariously close vote. When he gets it wrong, it hurts both his credibility with a reporter and the reporter’s credibility with her audience.

Put yourself in a good mental place before an interview. Russo parties all night before an important radio interview. The results are predictably bad, torpedoing his gubernatorial campaign.

Keep your media relationships professional. Underwood selects Zoe Barnes as his primary media confidant. For a while, things go swimmingly. But when the relationship gets too personal, both suffer.

Sending Your Boss Undercover

Want to know how to get your boss on Oprah? Send him undercover.

The CEO stars of the CBS hit show “Undercover Boss” appeared before a fawning Oprah Winfrey today. I’ve had more than a passing interest in this show since several PR people told me their companies were approached about doing it and took a pass. I bet they’re kicking themselves today.

With a couple of exceptions, the show has placed its participants in an overwhelmingly positive light. It has humanized participating companies by telling their stories through the perspective of their dedicated employees, including single parents, caretakers and students. As importantly, the employees’ interactions with their “undercover bosses” have been touching. The bosses have created programs for them, added benefits, and doled out scholarships, raises and promotions.

Having your CEO shown as devoted, caring and fair is no small thing, particularly in this environment of bailouts where corporate leaders have generally been portrayed as cutthroat, greedy and out of touch.

That’s the good news. There’s been some bad news, too.

In the Hooter’s episode, for instance, a restaurant manager degraded his waitresses. The CEO admonished him, but not nearly enough for my tastes. Additionally, the CEOs generally bumble around at their tasks like George Bush with a grocery scanner … but that’s before the big, heartfelt conclusion.

Sure, “Undercover Boss” is over produced. Of course, the skeptic in me wonders how the CEOs would’ve behaved in the same situations if the cameras weren’t around. Nevertheless, if presented with the opportunity, I’d like to think I would have advised my boss to shave his moustache and go undercover. Then I would have collected a big bonus after he appeared on Oprah.

Have Pen, Will Travel

I just got word that I am being laid off as part of cost-cutting measures at Humana, one of the nation's largest health insurers. I knew "admin" costs were being cut. I just didn't know that I was admin costs.

Plan to stay based in my hometown of Louisville, Ky. After all, the Cardinals are having a hard enough time, even with my support. However, I will travel as needed. Plus, with technology like it is, shouldn't I be able to work in my basement in my PJs?

I have more than 10 years experience as a PR pro in the utility and health care industries, as well as a lowly paid, but highly enjoyable stint in government service. I've worked in internal, external and provider communications. Before that, I worked for many years as a reporter and editor. (Don't worry, I've been deprogrammed). I still freelance when I'm particularly hungry.

I'm open to all opportunities. Or, as the headline says, "have pen, will travel."

Thanks for the look.

My Cup Runneth Over

When I was a cub reporter, I learned one of my first lessons about brand management. I had written about a fire in the small southern Indiana town where I worked. I said the fire moved quickly after spreading to some “Styrofoam cups.”

Several weeks later I got a letter from the good folks at Styrofoam. (Those were the days before e-mail). They were more worried about damage to their brand than damage to the house. They informed me, ever so firmly, that Styrofoam doesn’t make cups. They recommended the alternative “plastic foam” in place of Styrofoam.

I didn’t print a retraction. However, more than 20 years later, I’m probably the only guy you know who calls those things “plastic foam” cups.

Styrofoam may not exist anymore for all I know. Or they may have branched out into cups by now. But I can’t take that chance. Even as I write “Styrofoam cup” in this post, I fear some Internet robot may find the phrase. A letter of admonishment won’t be far behind.

The point is this: You’ve got to be passionate for protecting your brand, even if it’s only with some cub reporter at some small newspaper in southern Indiana. After all, those cub reporters eventually become reporters at much larger papers. They may even become a PR guy.