Often times the attraction to an agency is the multiple clients, the variety of industries, the camaraderie of other communications professionals and even the swank office. Agency PR pros are talking to media daily and don’t typically have politics to deal with since they don’t directly work for the companies they represent.

If you are considering leaving time sheets in the past, for stability, security and routine make sure the switch it is a fit for you and an answer to what you are trying to leave behind. The pros of working in-house does typically include better health benefits, more opportunity for advancement and fewer barriers to implement new PR programs.

“In-house, you are constantly building off of the previous work you have done, have a far deeper level of exposure, a greater variety of tasks and a more vested personal interested in the success of the organization,” says to Tim Whitman, Senior Manager of Corporate Communications, Application Security, Inc.

But also think of the negatives of in-house communications such as a supervisor who is not really sure what it is that you do, fewer tools to help do your job and the lack of working in a communications team for idea exchanges.

PR pros that come from agency background are sometimes better prepared to make the transition to an in-house practitioner. “I gained experience/exposure by working on multiple accounts, on multiple account teams, reporting to multiple managers, all with tight deadlines,” says Mark LoCastro, Public Relations Manager. “The skills I’ve acquired at an agency are invaluable for my in-house role.”

When considering making the switch from agency to in-house communications contemplate the following:

• Have an understanding if the company you are considering joining a good fit, not only from a business prospective and what you want to be doing, but organizationally as well.
• Analyze if the company personality matches yours.
• Interview your potential colleagues as much as they are interviewing you.
• At an agency you do not get to choose the clients you work on so switching in-house offers that unique opportunity. Be sure the company mission and subject matter interest you.
• Know what your upward mobility opportunities look like.

“I encourage people to move in-house, provided the environment is one they have reason to believe will engage their energy and their intellect,” says Joshua M. Peck, Senior Manager, Duane Morris LLP. “I believe that working with one company deepens one’s relationship with the work and makes one more effective to develop and shape messaging.”

• 3 February 2012 : Considering Making the Switch from Agency to In-House?
• 2 February 2012 : Apple’s Positive Earnings Report Creates Bad PR
• 1 February 2012 : Visiting the Valley Girls: A Lesson in Branding
• 31 January 2012 : Google’s Privacy Issue Isn’t Really an Issue
• 30 January 2012 : Tricks of the Trade: Elevator Etiquette

Last week, Apple released its fourth quarter 2011 earnings, posting a profit of $13.06 billion on revenue of $46 billion. Earnings per share were $13.87, far exceeding analysts’ expectations of $10.08 per share. Fueled in large part by their stratospheric sales of the iPad and iPhone, Apple’s monstrous quarter brought bright smiles to shareholders but also started to illuminate the spotlight on a not so glamorous side of their business: outsourcing labor to China. As Apple executives high fived in the boardroom about their booming profits and encroaching world dominance of their devices, new reports began to emerge about the company’s seemingly unscrupulous business practices, namely the work conditions at the Chinese plants that manufacture and assemble their devices.

Normally, when a company releases an earnings report as rosy as Apple’s 4^th quarter results, markets rejoice at the positive news and hoist it in the air as a symbol of optimism, which as you may or may not know, is a key barometer of market direction. This is usually followed by a boost in brand sentiment and, if a company is publicly traded, an uptick in share price.

In the recent era of sagging profits and disappointing earnings within a market that is just beginning to poke its head out from the dark shadow of the recent recession, Apple’s earnings report was cause for celebration. They practically carried the S&P fourth quarter profit growth on their shoulders as Wall Street analysts swooned and shareholders chuckled silently to themselves recalling how smart they were to buy a stock that was sure to jump in value with the news.  As glasses clinked in celebration on Wall Street, a lingering PR problem started to swell for Apple.

The earnings report triggered an increase in negative coverage about Foxconn, the manufacturing behemoth that uses Chinese labor factories to manufacture the iPads and iPhones. Apparently, investigative reporting with article titles like, Should Consumers Boycott Apple? has uncovered some not-so-pleasant working conditions in these factories that crank out the Apple products, including a worker who died after completing a 34 hour shift, others whose hands were rendered useless for the rest of their lives from amped up carpal tunnel syndrome, employee dormitory infrastructures that rival modern prisons and stories of workers standing for so long their legs swelled until they could hardly walk. Hardly the coverage that Apple expected after hitting a grand slam with their earnings report.

The earnings report also unleashed a flurry of news stories about the $97 billion cash on hand that Apple is sitting on, with some outlets like the Huffington Post quantifying that amount of money by demonstrating what it could pay for (did you know that Apple has almost enough cash on hand to buy Facebook based on projections of what they will be valued after their pending IPO?). Furthermore, with politicians and the American public’s attention increasingly tuned into the sagging U.S. unemployment numbers, many wonder why Apple is not doing more with their plethora of resources to stimulate job growth in their own backyard rather than continuing to outsource their device manufacturing to a place where they know about unfair and unjust labor practices.

What’s clear is that Apple’s relationship with these Chinese factories is not breaking news. Neither is the subject of whether American corporations have given up on feeling obligated to support American workers. In fact, it’s a controversial topic that has been festering for quite some time with human rights/labor activists and economists. Apple’s case demonstrates that modern PR does much more than highlight the positive or manage the flow of information between an organization and the public. It opens minds to the underlying issues of our time and sparks conversation and debate to educate and spur action. It can act as a rallying cry to support our beliefs and morals or defend brand loyalty in the face of controversy. Whether you support Apple or are against them, the earnings report released last week created a firestorm that few PR execs in the company could have imagined.

P.S. – Apple’s crisis communications team has responded to the recent negativity of its labor practices by releasing an internal staff email written by CEO Tim Cook addressing the issue.

• 3 February 2012 : Considering Making the Switch from Agency to In-House?
• 2 February 2012 : Apple’s Positive Earnings Report Creates Bad PR
• 1 February 2012 : Visiting the Valley Girls: A Lesson in Branding
• 31 January 2012 : Google’s Privacy Issue Isn’t Really an Issue
• 30 January 2012 : Tricks of the Trade: Elevator Etiquette

Here are the branding lessons I learned while visiting the valley girls:

1)      If you’re doing it right, they will follow.  Imitation is the sincerest form of flattery, so don’t be concerned if somebody copies you.  If you’re doing it first and you’re leaving an impression, your brand will be first in the minds of consumers.  Case in point: only a dozen people have walked on the moon since 1969, but not every astronaut is a household name like Neil Armstrong – he was the first.

2)      Know who you are and what you’re about.  The most successful girls (and brands) know what they want to project and do so authentically.  It doesn’t matter who or what they are wearing; what matters is how comfortable they feel in their own skin clothes. Confidence is the key to pulling off even the riskiest look.  Believe in what you’re doing, and others will believe in you.

3)      Don’t be afraid to try new things. Don’t deviate from your brand identity, but give yourself enough room for growth.  As explained in the book Brand Aid by Brad VanAusten, had Hallmark identified itself as a greeting card company, it would have pigeonholed itself to just cards.  But by identifying itself as a “caring and sharing” company, it allows room to expand to flowers, candy, books, movies, etc.  Be open to expanding your wheelhouse, but don’t deviate from your essence.

4)      It’s not what you know or who you know – it’s both.  There’s no sense in networking if your new connections can see that you don’t know what you’re talking about, but knowing your brand/product and failing to network is an equivalent sin.  It is essential to know your brand and simultaneously align it with those who can help improve your reach.  In business and in life, you don’t make friends by being fake or antisocial, so know your industry/brand and make meaningful connections accordingly.

As consumer demand for more personal interaction grows through shared use of social media, so must we emphasize what is human about the brands we represent.  The most successful brands are not identified by just a motto or a logo but by the community they create for a group of people with shared ideas and values.  This starts with identifying and crafting the heart and soul of your brand in order to establish sincere relationships with your target consumers.

Jill Weiskopf is a 2011 graduate of La Salle University, where she earned a degree in Corporate Communication.  Savvy in design, her specialty is a hybrid of visual and written communications.  Jill currently works as an Account Manager at an Events Marketing agency in Philadelphia.

Here’s a (not so) little secret, though. When you log onto Google, Facebook, Twitter, YouTube, etc., your information is out there. You signed up for a Gmail account or to have a Twitter profile, you understood there was a risk. So why so many complaints about your privacy being infringed upon? Because we all need something to take issue with nowadays.

Let’s be perfectly honest, if we were all so worried about our privacy, we wouldn’t be sharing photos of what shoes or suits we like on Pinterest, we wouldn’t let people know that we were “in a relationship with so and so” on Facebook, and we certainly wouldn’t let everyone know we just purchased a venti java chip at Starbucks via Foursquare.

Privacy is something we like to throw around like we still value it. Sure, I don’t want people to know my bank account statements or medical history. But, I’ve chosen to be on social networks and if you are reading this, so did you.

Remember the uproar over Facebook’s privacy changes? Yup, it didn’t last too long. Here’s what Google had to say in an email they sent to users over the weekend:

Dear Google user,

We’re getting rid of over 60 different privacy policies across Google and replacing them with one that’s a lot shorter and easier to read. Our new policy covers multiple products and features, reflecting our desire to create one beautifully simple and intuitive experience across Google.

We believe this stuff matters, so please take a few minutes to read our updated Privacy Policy and Terms of Service at http://www.google.com/policies. These changes will take effect on March 1, 2012.

Pretty simple, right?

The bottom line here is that we have chosen to live our lives online now. If you don’t agree with the changes to Google, Facebook, or whatever social network adjusts their policies, shut down your profile. It’s that easy. However, I’m thinking you’ll continue to go on posting updates and photos just like everyone else.

• 3 February 2012 : Considering Making the Switch from Agency to In-House?
• 2 February 2012 : Apple’s Positive Earnings Report Creates Bad PR
• 1 February 2012 : Visiting the Valley Girls: A Lesson in Branding
• 31 January 2012 : Google’s Privacy Issue Isn’t Really an Issue
• 30 January 2012 : Tricks of the Trade: Elevator Etiquette

Going Up?- I know, I know, everyone wants to push the button in the lobby.  It’s a one of the most fun activities of the day for some people, mainly children under the age of eight.  However, if you see someone waiting at the elevator, with the little light illuminating on the UP light, there is no need to push it again.  By pushing the button again, you chance making everyone waiting for the elevator instantly think, “I already pushed it. It’s not coming any faster. Yes, I’m in a rush too. You just annoyed me before I even had my coffee.”

I have noticed that as journalism jobs are eroding, many reporters are turning to PR and public affairs positions with mixed results. There are so many unemployed PR practioners on the market, that there is fierce competition for these jobs. PR agencies are now looking for applicants who can do more than write well. They also have to be able to pitch, take pictures, do social media, and shoot and edit video. The video after the jump sums up my thoughts.

Manny Otiko, vice president of social and new media at Desmond & Louis, has worked in the public relations and journalism field for about 15 years as a journalist and a media relations specialist. His experience includes stints as a reporter at a daily newspaper, serving as a media relations specialist for a state agency and working for Southern California public relations agencies, Dameron Communications, Tobin and Associates and WunderMarx PR.

Manny has worked with clients in the public affairs, technology, education and economic development fields. He has secured coverage in publications such as The Los Angeles Times, USA Today, the Associated Press, the Wall Street Journal, CNN.com and Men’s Health.

Manny has been published in The Riverside Press Enterprise, The LA Sentinel, The LA Wave, The Washington Afro-Am, IE Weekly and Our Weekly. He is an active member of the Orange County chapter of PRSA, the National Association of Black Journalists and the Black Journalists’ Association of Southern California.

I am now hooked on one late night television show, and it’s all because of one man – Andy Cohen.  Andy is the host of Watch What Happens LIVE! (WWHL) a live, late night talk show that airs on Bravo at 11 PM EST. WWHL started out once or twice a week, where Andy would have on different Bravo stars from their lineup of programs from Top Chef to the Real Housewives series.

Now WWHL has guests ranging from Questlove of the Roots, the regular Sandra Bernhard, all the way to the Mary J Blige.  What’s most exciting is that the show is now on five nights a week.

I understand that many readers of PRBC might be in their regular routines, but I want to urge you check out WWHL.  Andy Cohen is by no means as recognizable as the talk show kings, but he is making strides and I think he is going to be bigger than all of them. Andy not only exudes confidence and charisma, but Andy does something with his show that really makes him stand out – he interacts with his viewers every night.

Beyond the fun atmosphere of “The Clubhouse,” where the show takes place, viewers are drawn to idea that they have the chance to interact with Andy and his guests.  More than the chance to call in to the show, Andy asks his viewers to tweet, e-mail, and Facebook him.  What a better way to draw an audience? The chance to potentially be mentioned on WWHL by one of the coolest faces in television is very appealing.

The interaction between Andy and his viewers is amazing.  Everyone that calls up is always filled with joy, maybe because they got through the line, or the fact that they were able to ask a question to one of their stars – something that not many people get the chance to do.  Further, not only does Andy interact with his viewers on screen, he also very active in responding to his Twitter followers on a regular basis.  Not something other stars and hosts do.

Another reason WWHL differs is because it feels like a party (for me I hate the fact that I am in bed watching it. From mazel’s to llamas, there is not a talk show on the air that I ever wanted to be a guest on more than WWHL.  Luckily, due to one amazing woman, I was fortunate enough to experience “The Clubhouse” a few months ago, and it was one of the best experiences of my life.

My night at “The Clubhouse” was quite the experience with cocktails flowing and great people and all in an audience of about twenty.  The air conditioning was broken, but that didn’t matter. The guests, Tamra and Vicki from Real Housewives of OC, were unbelievably awesome – they even invited my coworker and I out for dinner afterward (12:30 am on a Sunday night was a bit rough though so we passed, and regretted it ever since).

I was even able to participate in the online aftershow.  Check it out here, I show up at around the three minute mark (Yes, I was 25 lbs heavier). I wish I could be a guest every night, but that’s the way the cookie crumbles.

Overall, if you are not watching WWHL yet, you need to check it out. DVR it, HULU it, check it out. I’d be surprised if you didn’t want to be a guest on the show.  I honestly think that as time goes on, Andy will become the King of Late Night TV. I might lose some sleep staying up later, but hey it’s worth it.  If you have any questions about WWHL tweet @bravoandy – chances are, he’ll respond.

• 3 February 2012 : Considering Making the Switch from Agency to In-House?
• 2 February 2012 : Apple’s Positive Earnings Report Creates Bad PR
• 1 February 2012 : Visiting the Valley Girls: A Lesson in Branding
• 31 January 2012 : Google’s Privacy Issue Isn’t Really an Issue
• 30 January 2012 : Tricks of the Trade: Elevator Etiquette

“Public Relations activities and protocols are not what they were even three years ago,” says Margaret Barchine, APR, Communications Manager at National Alcohol Beverage Control Association. “ The pace at which technology changes, the communications styles of varying generations entering the workplace, public relations practices and protocols and many factors influence the need to keep up with these evolutions. Professional development is a means of doing that.”

While the goal of professional development is to continue to be a student of the trade and stay up to date on trends in the industry there are a few additional benefits for both practitioner and employer:

• Networking- Of course if you leave the office and go to a luncheon you will meet other people. It is not always about the business card exchange. It is about making a connection that you may need to call upon for your employer or client.
• Knowledge base- Case studies of campaigns that have succeeded or tanked, can be a resource to a practitioner to provide insight and examples that they can refer to in their work with management or clients.
• Leadership skills- By participating in a professional development organization frequently members are calls upon to serve as a board member. This opportunity can help to provide hands on leadership skills and insights to those lacking a leadership or management position in the work place.
• Efficiency- Hearing the opportunities and challenges of other organizations and peers through lunch and learns can help save time in your own campaign research, execution and evaluation.
• Creativity- Ideas can be sparked from knowing what is out there that has been done, can be done or has yet to be done. Professional development can be the spark needed to generate the next big idea for your organization.
• Career development- the PR industry is very competitive and great PR jobs are sometimes hard to find. Know that you will set yourself apart in the stack of resumes through your insight to the industry and understanding of the industry trends.

A PR pro who is actively learning and developing their skill set means that the employer is receiving better counsel, better work and better results. It is a win for both the employee and the employer the challenge is finding the time to make sure it is ingrained into your routine and personal growth plan. Professional development is a commitment but also a reward.

“A college degree provides baseline knowledge and is a good starting point but these days everybody has one,” says Linda Pophal of Strategic Communications. “Additional professional development is required to stand out, to stay current, and ultimately, to stay marketable.”

• 3 February 2012 : Considering Making the Switch from Agency to In-House?
• 2 February 2012 : Apple’s Positive Earnings Report Creates Bad PR
• 1 February 2012 : Visiting the Valley Girls: A Lesson in Branding
• 31 January 2012 : Google’s Privacy Issue Isn’t Really an Issue
• 30 January 2012 : Tricks of the Trade: Elevator Etiquette

Twitter was a virtual protest ground for SOPA and PIPA, with folks going as far as to show their avatars with “censored” or “Stop SOPA.” Shortly after the protest, it was announced that both SOPA and PIPA were being shelved. Time to celebrate, right? Hardly. It may have seemed like a big win, but let’s be honest. SOPA and PIPA can- and will- be brought up again.There are some advantages to it (though you may not be happy). We are well-aware of music and movie piracy. There are many who have pirated music and probably even had a copy of “Moneyball” on their computers before it hit the DVD shelf. SOPA in the House and PIPA in the Senate are backed by the movie and music industries as a way to crack down on the sale of counterfeiting by non-U.S. websites. Hollywood and the recording industry certainly aren’t going to just let this whole thing go by the wayside.

Representative Lamar Smith (R-Texas), who heads the House Judiciary Committee, expects his panel to resume consideration of the House bill in February. Even President Barack Obama has not exactly killed it.

Rep. Smith will most likely adjust the House bill so it can get an consensus. The same will be done in the Senate. And since President Obama has received campaign donations from Hollywood and the internet industries, according to the Washington Post,  he will try to find a way to satisfy both sides of the coin.

So, before you check-in on Foursquare to a “SOPA Stopped Party,” realize that the war over these Acts are far from finished. Be vigilant and keep informed on this important issue.

• 3 February 2012 : Considering Making the Switch from Agency to In-House?
• 2 February 2012 : Apple’s Positive Earnings Report Creates Bad PR
• 1 February 2012 : Visiting the Valley Girls: A Lesson in Branding
• 31 January 2012 : Google’s Privacy Issue Isn’t Really an Issue
• 30 January 2012 : Tricks of the Trade: Elevator Etiquette

“It’s the kind of thing that gives our industry (marketing/PR) a black eye – the reputation that we’ll do anything, sell anything for money. That at best we operate in a gray area and at worst our ethical compass isn’t well-calibrated. That our most marked characteristic is not creativity but cynicism.”

Whether or not you are a Deen fan and enjoy her style of cooking, you can’t help but feel that this whole story smacks of hypocrisy. After her initial diagnosis, Deen continued to actively promote her high fat diet and only disclosed her condition only when it benefitted her in representing the drug company (Novo Nordisk) who manufacturers the diabetes drug she is promoting. To say that the timing of this sequence of events is troubling would be the equivalent of saying that the Penn State sexual harassment PR gaffe couldn’t have been avoided (rest in peace Joe Pa). In an age where consumers increasingly demand a high level of brand transparency as a condition of their loyalty, how could something like this happen?

A carefully orchestrated strategy from Deen’s team of PR and marketing professionals, the case clearly illustrates distorted brand perception problems that lack of transparency can cause. As the AdAge article points out, Deen’s attitude about the ordeal seemed to be questionable in its haughty demeanor, citing divine influence as her excuse for stretching out the timeframe from diagnosis to revelation. Really? You decided to delay the announcement because you felt that God wanted you to wait not because the news could have had a detrimental effect on your brand perception? I wonder. The continued fallout from Deen’s announcement is palpable across the Internet, many outraged and shocked at the apparent lack of ethics as Deen went on touting her belt expanding diet fully aware that she was suffering from a disease known to be caused (in most cases) by the exact recipes she was selling.

The PR profession has an inherent obligation to practice honesty and transparency in everything we do. The Deen case illustrates just how critical it is in a day and age when consumers are smarter, more informed, better networked and have increasingly acute brand perception skills to be honest and transparent with any news regardless of whether it has a negative effect. One can even argue that consumers are much more willing to forgive and remain loyal when a brand immediately admits a mistake, misstep or unforeseen circumstance instead of attempting a cover up, or in the Deen case, delay a revelation and purposefully or selfishly manipulate brand perception strictly for personal gain. I think that the impropriety in this case isn’t in the message, but the execution of the plan.

What are your thoughts? Was this a blatant lack of transparency and can the Deen brand recover?

• 3 February 2012 : Considering Making the Switch from Agency to In-House?
• 2 February 2012 : Apple’s Positive Earnings Report Creates Bad PR
• 1 February 2012 : Visiting the Valley Girls: A Lesson in Branding
• 31 January 2012 : Google’s Privacy Issue Isn’t Really an Issue
• 30 January 2012 : Tricks of the Trade: Elevator Etiquette