Publicists Brace For War Jitters

Top publicity and Public Relations industry and organization presidents discuss the impact on the economy and industry if the United States goes to war with Iraq or North Korea.

(PRWEB) March 1, 2003 -- The thought of a War with Iraq has many publicists across the globe on pins and needles and others on alert when it comes to pitching their celebrities, products and services to the media.

"The Entertainment industry as a whole has to be responsible," says EPPS President Scott Pansky "We started Allison & Partners PR on September 5, 2001 and we had a little incident September 11th the first week in business," said President Scott Pansky at an Entertainment Publicists Professional Society (EPPS) winter mixer recently, sponsored by Bacardi, PR Newswire and the Twin Palms Restaurant in Pasadena, CA.

Pansky said, "We've had a good year, we brought in a lot of new business, but obviously there's a lot of struggles in the economy in general, let alone a potential war. The key with a potential war is that we have to be strategic, we have to think about what our clients needs are, and to accommodate them under a new structure based on what's going to happen. We have to ask how is that going to affect our clients and our client's positioning in that market place. So, it is being sensitive to what's happening there. The bottom line is we all have jobs and we all still make sure our clients get the coverage that they need.

The Entertainment industry as a whole has the responsibility in this process. As you know, the federal government has worked with the entertainment industry to help with campaigns. I think with the USO and other organizations the publicists can really make a difference to help in get the town out there to support the troops and to share the love here at home that our troops are doing good work overseas."

"I do think there's going to be War," says EPPS New York Chapter Chairperson Renee Young "I think we are heading into an area where everything is going to be up in the air," said Renee Young, vice president, CBS Daytime Publicity and CBS Entertainment Communications. Young is also the Chairperson of the New York chapter of EPPS. "I do think there is going to be war, I think all of our efforts for our clients could potentially be interrupted, but that's the nature of the business. When you deal with the media and you're involved with placing stories, breaking news always takes precedent.

"We're hoping our EPPs members in New York will be as enthusiastic as they are in Los Angeles. I attended the new LA Chapter retreat last month and I was very impressed with the commitment and creative ideas generated at the meeting. I hope we can transfer some of the energy, enthusiasm and professionalism to the New York chapter," Young said.

"Products and services will always do well," says MGA Entertainment's David Malacida "It's very important to stay focused on what you're doing, no matter what your products or services are," said Dave Malacida, director of public relations, MGA Entertainment. "I happen to be into toys, and you always hear that 'toys are recession proof.' I always believed that the parents will need to purchase something for the younger child to calm their fears. Products and services will always do well during a time of war."

"Publicists don't pay attention to the news," says EPPS LA Chapter Secretary Lance Webster "It distresses me to think about how a lot of people in this industry get so intensely involved with their work that they don't even get home until after the nightly news," said Lance Webster, president/CEO, L.W. Communications and EPPS secretary, LA Chapter.

"They don't pay that much attention to CNN and they don't really have more than a shallow sense of what's going on and they make judgments on that basis. Not just in this industry, but in all business. I will be advising my clients to pay a lot more attention to the image that this country projects abroad and that effect that image will have in the long run on their business, their companies and on the climate for business around the world."

"Actress Jane Fonda is a good example of what can happen during the war," says Ron Carter "The country is not behind Mr. Bush with this war," said Ron Carter, president, Carter Agency, Pasadena, CA. "They (Bush Administration) probably need to take a step back and see how they can persuade the American public that we need to be in a war over in the Middle East. If not the U.S. will be at war and there will be demonstrations back home here and it's not going to look good for this country. We're going to look like a big bully. The president needs to take a step back and see where the persuasion takes us.

"I think right now we need to advise our clients to be very careful about making statements about the war and to stay away from those kind of things, because it could be long reaching and you only have to look at Jane Fonda and you'll see where something like saying or doing the wrong thing can get you into trouble, said Carter."

"Consumer product organizations will do well during the war," says VPRE's Stephen C. Chavez "Fortunately for us and our business, we're not going to see much of an impact if we go to war, because we represent a host of consumer product organizations such as MacDonald's and Washington Mutual, " said Stephen C. Chavez, vice president, Valencia, Perez & Echeveste PR, Pasadena, Ca. "In general, and with the mood of the country and the patriotism, any company that's going to be giving back to the community, supporting our troops are the types of public relations efforts you're going to see during these times."

"Obviously war is good for some sectors of the economy and bad for others," said PRSA-LA Greg Waskul, president/CEO, Waskul World Wide Communications. "I think there is a high level of jinglism in the United States right now, and that could become even a higher level. Generally speaking, when there is a war, obviously aerospace companies and entertainment firms do well, but very little of everyone else so it is going to be a challenge for a lot of PR pros to maintain their business if the rest of the economy continues in a downturn."

"My experience (at Ogilvy Public Relations Worldwide) was things just literally stopped during the Persian Gulf War," explained Dan Orsborn, principal The Orsborn Company. "I've been reading about how the U.S. has been stockpiling oil and hopefully it will not have as much of an impact on the economy, but I do think it is going to have an effect." "Think positive and everything will be fine," said PR Newswire Sales and Business Development Manager Daniel Okazaki who has seen very little change in strategy among publicists so far."

George S. McQuade III is the West Coast Correspondent, O'Dwyer PR Daily, MY. He can be reached at 818.340.5300, or gmcquade@MayoCommunications.com.