HODLVault Token Listing Platform Launching Soon

CommPRO Editorial Staff

The project aims to create a top coin listing platform on which upcoming projects can connect with potential pre-launch investors and build hype around their token via AMA sessions. It also strives to empower token developers to drive education about their project and coin before pre-sales while promoting transparency and unity within the crypto community.

HODLVault provides crypto investors with token validation incentives by deploying proprietary procedures to deter individuals with malicious intentions from joining ILOs. The platform also fosters community engagement by allowing crypto fans to select new coin listings and communicate directly with token dev teams via pre-sale AMAs.

The HODLVault Token is Live on PancakeSwap
The HODLVault team started the Hodlvault token (HVLT) sale on 5th December at 1700 UTC, offering the coin at a rate of 1.0 Trillion HVLT per BNB. The project listed their token on PancakeSwap, allowing interested investors to fill up their bags with no limit on how much they can purchase.

HVLT investors get a token with a utility that rewards crypto enthusiasts simply for HOLDing. Per the latest data from Watcher Guru, the project currently boasts 1400+ HVLT holders, making the token a low cap gem with massive moonshot potential.

The HODLVault smart contract charges a 14 % tax for buy/sell transactions and wallet-to-wallet transfers. 8% of the tax goes to rewarding eligible holders in BUSD; users currently need to hold a minimum of 1 billion tokens to be eligible for automatic hourly rewards. To view the reflections, holders must enable Binance-peg BUSD in their wallets.

HODLVault redistributes 2% tax to the automatic Buyback and Burn function, helping HVLT maintain its hyper deflationary status. A further 2% of each transaction goes to enhancing the Pancakeswap liquidity pool, creating a stable price floor. The remaining tax amount is used for marketing and development to help HVLT take flight and achieve long-term success.

What Makes HODLVault Stand Out?
HODLVAult implements various measures to ensure that investor funds are safe and the native token is protected from whale manipulation.

The project integrates an anti-dump mechanism into its smart contract to shield HVLT from drastic sell-offs that would cause the price to plummet. Dubbed the ‘Volatility Selling Feature’, this innovative function caps the maximum amount of HVLT anyone can sell at 0.35% of the total supply, preventing whales from manipulating the HVLT price.

The HODLVAult team also prioritizes security and transparency as they strive to emerge as a leading token listing platform within the crypto ecosystem. Before launch, the project backers underwent a rigorous KYC Verification with IDO-Presales.com, where they provided their Driver’s License, Proof of Residence, and video affidavit. The developers also submitted their project for a code review by leading smart contract auditor Techrate.

Furthermore, the project has locked the pre-sale liquidity in a time-lock smart contract, reassuring investors that the project founders cannot run away with the funds.

Source: Blockchain Wire

Metaplace.finance: First 3.0 Decentralized Metaverse Marketplace on Binance Chain

CommPRO Editorial Staff

Metaplace is a decentralized all-in-one online marketplace with integrated features of metaverse. This marketplace allows its users access to multiple products including:

  • Financial assets (NFTS, in-game assets, crypto exchange)
  • Consumer goods
  • Virtual real estate (Tokenization)

Apart from offering a wide variety of products, this e-marketplace allows users to pay through multiple cryptocurrencies. This marketplace is really a one stop shop for all users.

Metaplace has a vision to provide a fully decentralized marketplace. It strongly believes in transforming administrative power to community members. Users on this platform are free to participate in a wide variety of decisions on the platform, specifically decisions regarding new launches, upgrading policies and pricing of commodities. Apart from governance on the platform, Metaplace also offers.

Why BSC Network?
Binance Smart Chain is a multi-chain protocol that offers its users the facility of lower transaction fees and faster delivery that can only be achieved through BSC chain. We know how much you dislike higher gas fees and any other hidden charges, to counter your concerns we bring you the facility of lower fees and faster delivery in one platform.

Rug-pull protected
Metaplace gives their users plenty of time to secure their funds before an administrator, developer, or hacker could move them. Liquidity will be locked for 25 years.

Metaplace Features
Metaplace is a decentralized all-in-one online marketplace with integrated features of metaverse, enabling buyers to physically examine goods through virtual reality.

Decentralized marketplace
Unlike a centralized marketplace that is administered by a middleman, Metaplace is a decentralized structure. The main distinguishing feature between a decentralized and centralized structure is the need of a middleman for administering the market. Where a decentralized marketplace like Metaplace is self-regulating, meaning that the market drives itself towards equilibrium and in any case if it does require assistance, it has a DAO governance model where all members contribute towards decision making.

Metaplace offers upto 500% APY for providing liquidity in staking pools. This provides an additional benefit to community members and users to earn a passive source of income.

Online marketplace
Metaplace is a decentralized online marketplace that offers you a diversified shopping experience through your desktops. It eliminates the need of gathering buyers and sellers in a single place to initiate trading. Buyer and sellers across the globe can register themselves online and initiate trading.

Diversified market structure
Metaplace specializes in multiple different products including regular goods, real-estate and financial tangible and intangible tokens. We are the first marketplace to offer such diversified products in a single platform, that too, with integrated metaverse. Now either you want to purchase an electronic device or a piece of property, you can physically examine or visit the site. Our virtual reality will make it possible.

Cross chain interoperability
Metaplace also offers multi chain asset transfer.

In addition to other exciting features, metaplace is also equipped with metaverse. Users on this platform can use virtual reality to examine products before purchasing.

Featured Ads
Metaplace users will be able to market their products on this large platform through signing up for our featured ads section. Sellers can market their product through featuring their ads by signing up through a certain fee on the platform.

Utility token
Metanplacs $MPC can be used to unlock different features on the platform

Metaplace revenue model
Metaplace generates revenue by charging a commission transaction fee of 0.5 to 1% on each transaction. The sale of utility tokens is another method of generating revenue. The utility token sale function is based on constant intertemporal utility and positive marginal utility. The fee model, on the other hand, includes the function 0e-δτ X (ƒ+κτ)dt Where the fee charged К should be less than or equal to F-ƒ. The fee functions like a tax that increases the price consumers pay and decreases the equilibrium quantity to qdX(ƒ+КƮ). And δ is the interest rate, d is the subscript of the inverse demand function.

Mission and vision
Metaplace aims to elevate traditional ecommerce through revolutionizing the e-marketplace by bringing similar features to a decentralized blockchain structure. Metaplace also adds other crypto features that include staking and metaverse to enhance user experience. Our mission is to create a decentralized marketplace for the future. A one stop shop for all goods and services ranging from crypto assets to real estate. Our users will be able to find anything and everything here. Our community standards will be mentioned on the platform, and regularly checked based on user engagements. We aim and hope to provide a safe community with extraordinary services

Source: Blockchain Wire

$FORWARD Set to Launch on DAO Maker and MahaStarter

CommPRO Editorial Staff

Forward Protocol, the framework of smart contracts that allows any organization to integrate blockchain and Web 3.0 capabilities and enter the blockchain space effortlessly, has officially announced its Token Launch of the $FORWARD token. The Token Sale slated for the 13th and 14th of December will be hosted on DAO Maker and MahaStarter respectively.

The $FORWARD token is the native cryptocurrency of the Forward Chain. It is also the utility token used as reward on all smart contracts deployed from Forward Factory.

First to occur will be our Strong Holder Offering (SHO) on DAO Maker on 13th December, 12 pm UTC. Eligible DAO holders will gain priority access to our SHO event. The Forward IBO (Initial Blockchain Offering) will be launched on the 14th of December at 3 pm UTC on MahaDAO’s Mahastarter Launchpad. The initial price will be $0.005 with a public pool of $50,000. There will also be a $MAHAX pool of $50,000, bringing the total initial launch pool to a total of $100,000.

Forward Protocol is supported by an extensive group of top-tier backers such as Bitcoin.com, CV VC, AU21, MEXC, X21, GDA Capital, Stakez Capital, Basics Capital, CRT Capital, ZBS Capital, and 20 more.

Every Forward Protocol supporter and partner shares our vision to remove the barrier to blockchain adoption and help anyone develop Web 3.0 applications.

“We are over the moon to finally present the Forward Protocol after years of painstaking work. The $FORWARD token has an integral role in our ecosystem and will be essential for every deploying platform to function. Decentralization coupled with an adoption-focused approach – this is the future!” – Karnika E. Yashwant, Co-Founder of Forward Protocol

“Forward Protocol is what Blockchain has been waiting for – simple no-code, drag-and-drop Web 3.0 toolkits to remove the barrier for anyone to enter the blockchain space. No capital costs and no extensive development timelines. ARTH coin integration in Forward Protocol is exciting!” – Pranay Sanghavi, Co-Founder of MahaDAO

Source: Blockchain Wire

NFTopia Seeks to Solve NFT’s High Gas Fee Problem

CommPRO Editorial Staff

Non-fungible tokens (NFTs) have had a breakout year in 2021 as they went from relative obscurity to being a regular topic of conversation on investment news and barreling into household conversation as celebrities from Snoop Dogg and Grimes to Twitter’s Jack Dorsey got in on the craze. However, along with the wild amounts of money being invested in digital art, there has occurred another conversation about the amount of energy utilized in minting, distributing and trading NFTs; a new venture seeks to bridge that divide.

NFTopia, a new NFT marketplace set to launch on December 31st is set to reduce the emissions required to mint, or bring into existence, NFTs. As a cross-chain digital art exchange—set on Layer 2 on Ethereum—NFTopia also integrates NFTs of Solana, Cardano, and Binance Smart Chain in one, easy-to-use, (almost) gasless environment. NFTopia operates on Ethereum from a private node and layer-2 blockchain which reduces the amount of gas required for a transaction to nothing, just so long as the transaction is within the network. In addition to the transactions, the exchange will feature an array of tools for NFT creators, including a gasless minting function, the ability to transfer verification between networks, and API integration to make all transactions that much smoother.

To promote the launch of the new platform, the team is staging a presale season, wherein each prospective investor may buy up to 85k TOPIA tokens throughout the four periods. In addition, the developers are holding an airdrop contest for those of whom who would like to get in on the ground floor, but aren’t quite ready to invest. These contests invite community members to bring new users into the fold, either by generating referrals or creating memes and short films.

As for after the launch, the development team was tight-lipped but could not completely hide their excitement, saying of future partnerships with artists: “we’re not comfortable with dropping names right now, but we’re in talks with the top artists across Solana and Ethereum right now. Every day our dream is coming closer to reality, and we will publicize when deals are cemented. Our plan for the year is to become the place for NFT-related activities across all networks. Whatever the market requires within the next year, we want to be there to provide it.”

The presale period for NFTopia began on December 9th and is available for purchase through the Ethereum network.

Source: Blockchain Wire

Cryptocurrency for Beginners: Tips and Tricks You Should Know

Brian Wallace, Founder & President, NowSourcing

Cryptocurrency has been a hot topic in 2017 and I’m sure at least one of your friends has mentioned Bitcoin or cryptocurrency. If you’re anything like me, ‘cryptocurrency’ might sound complicated and confusing. I was going to leave it for when I had more time to investigate, but if you didn’t know already, cryptocurrencies are on the rise. 

If this year is anything like last year, there will be even more people looking to get into the cryptocurrency game. The truth about cryptocurrencies is that they are not hard to understand. If you can grasp the basic concepts of how money works, then you already have what it takes to be a successful crypto investor.

Let’s start with some very basic terms, phrases, and concepts that you will need to know in order to get started.

What is a Cryptocurrency?

A cryptocurrency is a currency with no physical form – it only exists with digital transactions. The most well-known cryptocurrencies are Bitcoin, Ethereum, and Litecoin. These currencies have different ‘values’ that may change over time, but you can use them to purchase various services or products.

How to Purchase?

How do you purchase bitcoin? Well, there are many different ways to accomplish this. You can use exchanges like Coinbase or Kraken to purchase Bitcoin or alternative currencies, but you need an account after signing up. 

Now that you have your currency of choice (preferably Bitcoin) you can send it to online wallets like the Edge Wallet. Once it’s in your wallet, you can use it to pay for items online or cash out at any number of banks that offer cryptocurrency services.

What is a Wallet?

A cryptocurrency wallet is essentially the same as your online banking account. It holds all of your digital currency (so long as it’s supported by the wallet) and allows you to make transactions with people who accept cryptocurrencies. There is a large variety of wallets available, and most support multiple currencies.

What Makes Cryptocurrency Different from My Bank Account?

The difference between a cryptocurrency wallet and your online banking account is that you do not need to give any personal information to the person on the other side of the transaction. Cryptocurrencies are ‘pseudonymous’, meaning that they function similarly to cash, where you can see the transaction but not the identity of the sender. This makes it a secure way to make transactions without revealing your personal details and decentralizes currency so it cannot be shut down by any single entity.

Are there Fees for Using Cryptocurrency?

There are fees for cryptocurrency transactions, but they are extremely low compared to the bank fees that you may be used to. The reason behind this is that there are no banks involved in cryptocurrency, meaning there is little to no overhead. 

When sending a transaction over the blockchain, it needs to be validated before it can be added to the digital ledger. Miners, or computers on the blockchain network, perform this function in return for fees paid by users to validate their transactions.

How do you Protect your Cryptocurrency?

When it comes to digital wallets, they are not inherently safe. Even though they have built-in encryption methods that attempt to protect against viruses and theft, users still need to protect their wallets.

The best way to do this is by using two-factor authentication, meaning that after entering a password, the user must also enter a secondary code sent to his/her phone. It is recommended that users set up an authenticator app like Google Authenticator or Authy for this reason.

Enjoying the Benefits of Cryptocurrencies

The world of crypto is still very new, so there are many benefits to enjoy. A great benefit is the fact that most cryptocurrencies are decentralized, meaning they don’t belong to anyone bank or government. When you use them, they actually help others because transaction fees are lower than what banks charge.   

Looking for Success in Cryptocurrencies

Even if cryptocurrency is still new to the world, that doesn’t mean that there aren’t ways to make money using it. Many people have already started to invest in cryptocurrencies. You can too if you want, but it’s important that you learn about the industry first so that you are prepared when it does boom. There are many resources online where beginners can start learning more about how cryptocurrency works and the benefits of using them.

Brian WallaceAbout the Author: Brian Wallace is the Founder and President of NowSourcing, an industry leading infographic design agency in Louisville, KY and Cincinnati, OH which works with companies ranging from startups to Fortune 500s. Brian runs #LinkedInLocal events, hosts the Next Action Podcast, and has been named a Google Small Business Adviser for 2016-present. Follow Brian Wallace on LinkedIn as well as Twitter.

A Shameful Firing Fiasco, Big Ideas Shaping 2022, and More

A shameful firing fiasco, big ideas shaping 2022, and more


Get the latest guidance on vaccine mandate messaging, a slew of workplace communication reminders and a handful of uplifting links.

Robby Brumberg, Ragan Communications

Greetings, communication pros and masters of prose.

Let’s explore some notable stories from Dec. 6-10, 2021—and extract a few useful messaging takeaways along the way:

1. Better.com’s heartless layoff fiasco.

This week’s corporate internet villain is Vishal Garg, the CEO of Better.com, who decided it’d be a swell idea to fire 900 employees on a three-minute Zoom call.

And now he’s very sorry about it! In a memo to employees, he writes:

“Team –

I want to apologize for the way I handled the layoffs last week. I failed to show the appropriate amount of respect and appreciation for the individuals who were affected and for their contributions to Better. I own the decision to do the layoffs, but in communicating it I blundered the execution.

In doing so, I embarrassed you. I realize that the way I communicated this news made a difficult situation worse. I am deeply sorry and am committed to learning from this situation and doing more to be the leader that you expect me to be.”

But what is he really sorry for? His actions? Or that he got caught and was exposed as a poor leader who will instantly become a case study in “heartless corporate communication”? You decide.

Continue reading here…

Trust, Leadership, and the Power of Stories

Trust, Leadership, and the Power of Stories


Carol Kinsey Goman, Ph.D.

TRUST. Every leader needs it. Trust is the foundation for successful collaboration. It is the glue that bonds team members and builds organizational commitment and engagement.

But there is a problem. We learn what is important to leaders by the behaviors we see modeled by those leaders, and too often there is a “say-do” gap in the area of trust: We hear leaders asking for participation and then using exclusionary and dismissive body language that clearly shows they are uninterested in our opinions. We read organizational values statements that highlight the importance of knowledge sharing, but we see leaders being anything but candid and forthcoming.

I could make a bullet point list of reasons why trust needs to be aligned with leadership behavior. Instead, let me tell you a story . . .

During a company conference for a select group of people, a man wearing shorts, T-shirt, and sandals sat at the back of the room, taking notes about the meeting on his laptop and sending those messages out for the rest of the company to read. His name was Mark and he had been invited to the meeting not because of his rank or title, but because he was a frequent user of the new collaborative technology that senior leadership was promoting.

About midway through the meeting, one of the organizers approached Mark and asked him to stop sending out notes on the meeting. When Mark refused, the organizer emphasized that the request to stop came from the top of the organization. Mark then countered by saying he’d appreciate hearing it personally.

A few minutes later, a break was called, and Mark found himself face-to-face with the head of the company; the chief executive officer. Here is how Mark recalls the conversation:

Mark: Hello, sir.

CEO: I understand that you have been posting notes from the meeting. I have to say that I haven’t read them, but are you sure that is such a good idea?

Mark: Do you trust me?

The CEO broke into a big smile, nodded slightly, and nothing further was said about Mark’s continued reporting of the events.

BTW: This happened over 20 years ago, but the story is still told as a model for leadership behavior throughout the organization today.

About the Author: I offer keynote speeches, webinars, and one-on-one coaching sessions. For more information, please email: Carol@CarolKinseyGoman.com or phone: 1-510-526-1727. My website is: https://carolkinseygoman.com/

5 Ways to Nurture a Culture of Gratitude in the Workplace

5 ways to nurture a culture of gratitude in the workplace


Leaders and internal communication professionals play an important role in creating an environment where employees feel valued for who they are—and not just what they do.

Andrea Greenhous, Founder & Creative Director, Vision2Voice Communications

Gratitude is a verb.

It’s an action, it’s a mindset, and it’s a way of being. Living with an attitude of gratitude means living in a state of thankfulness. Gratitude is the human way of recognizing the good things in life.

The incredible benefits of gratitude

Gratitude goes a long way toward affecting our overall biological functioning and has a profound effect on our brains and our nervous systems. Biologically, it has been linked to improved sleep, better immunity and lower risk for disease.

Gratitude also lowers stress and reduces toxic emotions that affect our bodies and our brains. Gratitude reduces anxiety and depression while increasing empathy and emotional resilience.

[FREE GUIDE: Building a Better Employee Experience]

Bringing gratitude to work

Nurturing an attitude of gratitude as part of your corporate culture not only brings individual benefits to employees; it’s also great for your organization. Research suggests that it can transform our work lives, leading to deeper connections, higher job satisfaction and stronger teams. Gratitude also helps organizations persevere and bounce back from adversity.

Continue reading here…

Reputations In Crisis with Mike Paul, The Rep Doc: Top 10 Reputations & Brands In Crisis In 2021 (VIDEO)

Top 10 Reputations & Brands In Crisis In 2021. Each year, The Reputation Doctor® develops a yearly Top 10 list of reputations and brands in crisis seen globally by top news media, decision makers and influencers. After 29 years of developing the list in print, this is the first year, the popular top 10 list is in video form. If you, your organization or an issue make the list, you know its brand and reputation had a very challenging year. Please watch this video and share. This top 10 list is developed and owned by Reputation Doctor® Productions, a division of Reputation Doctor® LLC.


Innovative Ways to Retain Your Talented Communications Professionals (VIDEO)

Are you looking for innovative ways to retain your talented communications professionals? In the current job market, maybe you’re having difficulty attracting top talent to your organization and team?

The award winning Strategic Public Relations program at the George Washington University provides you with the rare opportunity to gain the latest practical skills, big-picture strategic thinking, and real-world approaches in media relations, crisis management, international PR, and public affairs to enable you to represent clients in any context.

Lawrence J. Parnell, M.B.A., Associate Professor and Director of the George Washington University Master’s in Strategic Public Relations program discusses two ways his program is helping address these challenges.



Op-Ed: It’s Way Past Time For U.S. Companies To Use Their Economic Strength And Pressure The International Olympic Committee Not To Award Its Games To Totalitarian Countries

Arthur Solomon

The International Olympic Committee doesn’t mind the evils of governments when awarding its game.  And U.S. businesses don’t seem to care. Here’s a fast recap:

First, Nazi Germany, which hosted both the Summer and Winter Olympics Games in 1936, despite the world and the International Olympic Committee (IOC) knowing about Hitler’s evil policies. Second 1968, when the IOC awarded its game to Mexico, despite the country’s single-party, authoritarian government. Third and fourth, the IOC awarded its games to Russia in 1980 and again in 2014.  Fifth, the IOC awarded the Olympics to Yugoslavia in 1984.  Sixth, China was awarded the 2008 games, and seventh, Beijing became the first capitol city to host both the Summer and Winter Olympics, the latter will be played between February 4-20, courtesy of the IOC.

What do all of these Olympic Games have in common? They were all awarded to totalitarian regimes by the IOC and American sponsors meekly “followed the athletes,” no matter where the games were played.

It’s obvious to anyone who closely follows Olympic politics – yes, the IOC is a political organization despite it saying that there is no place for politics in sports – the IOC’s affinity for totalitarian regimes is not limited to foreign governments. From its headquarters in Lausanne, Switzerland, the IOC acts like the totalitarian regimes it favors.

It decides which countries will be awarded its games; it decides which countries can participate in its games; it decides what athletes can say; it establishes the rules that athletes must follow or be punished, by its lackeys, the supposedly independent Olympic committees of individual countries. 

As Pulitzer Prize-winning journalist John Branch wrote in the New York Times last August 7, “In some ways — too many ways, critics argue — the Olympics are stuck in time, a 19th-century construct floating through a 21st-century world.”

Wrote Branch, “They’ve evolved, or not evolved, this system completely separate from the rest of society,” said Han Xiao, a former member of the United States national table tennis team who is now active in the Olympic movement. “And that’s where a lot of the problems come in, whether it’s with corruption or imbalances in power that lead to athlete abuse or human rights violations. If you’re not keeping up with the advances that other areas of society are making, or you’re not subject to the oversight of society as a whole, it’s kind of predictable that these things are going to happen,” said the Olympian.

“In short, continued Branch, “the Olympics are built on excess, tangled in geopolitics, rife with corruption and cheating. Each Olympic cycle raises uncomfortable questions about stainability, environmental damage and human rights.”

But, as the saying goes, “Money talks.” And the IOC needs the financial backing of U.S. companies that have an Olympic history of behaving like the Japanese moneys – “see no evil, speak no evil, hear no evil.”

ESPN senior writer Mike Fish, wrote on July 22, 2021,”The look-the-other-way relationship with the authoritarian global power is not confined to the IOC. The Games’ major corporate partners will plow more than $1 billion into sponsorship deals covering the 2022 Beijing Winter Games. Some, like Samsung and Panasonic, have been identified by independent watchdogs as directly or indirectly benefiting from the use of Uyghur workers.

The IOC’s longest-standing partner, Coca-Cola, reportedly has a sugar supplier in China linked to forced labor in Xinjiang. Coca-Cola has also been among U.S. companies lobbying Congress to weaken the Uyghur Forced Labor Prevention Act, which would prohibit the importation of goods made with forced labor in China. In contrast to their China position, Coca-Cola officials condemned a new voting law in Georgia, which was at the core of Major League Baseball moving its recent All-Star Game out of Atlanta.

“A host of other well-known brands also stand accused of direct or indirect ties to forced labor in Xinjiang, including Victoria’s Secret, North Face, Hugo Boss, Fila and Asics.

“Sports leagues, teams and professional athletes also profit from lucrative deals,” he wrote.

The U.S. and other countries – thus far Australia, the United Kingdom, Canada and Lithuania (as of December 10) have declared a diplomatic boycott of the Beijing Games because of China’s “ongoing genocide and crimes against humanity in Xinjiang and other human rights abuses,” said President Joe Biden. Other countries are expected to join the boycott. But American businesses, because of the vast potential of selling its products in China have hit the mute button regarding China’s crackdown on human rights and are still supporting the Chinese games. 

In 2014, NBC Universal bought the broadcast rights from the IOC to televise the Olympic Games in the U.S. through 2032 for $7.75 billion. The deal gave the Peacock Network exclusive broadcast rights to the six Olympic Games from 2022 to 2032. The IOC obtains about 73% of its income from selling broadcast rights; about 18% comes from Olympic sponsors.  NBC provides about 40% of all IOC income, reported the Associated Press. 

The IOC needs that money. It’s way past time for American companies to use its economic muscle and pressure the IOC not to award any more games to totalitarian countries, the overwhelming majority of whom have been enemies of the U.S. and have attempted to undermine our democracy.

If the IOC refuses, there’s always an alternative threat:  Form another organization to control world-wide sporting events. Realistically, the chances of that happening are less likely than I have becoming president of the U.S. by the time you finish reading this sentence – or ever — because as Rebecca Davis wrote in Variety, “Tough moral dilemmas are easily lost amid such big business.” But stranger things have happened.

The Unspoken PR Tenet: Bad News Is Good News for Our Business By Arthur Solomon

About the Author: Arthur Solomon, a former journalist, was a senior VP/senior counselor at Burson-Marsteller, and was responsible for restructuring, managing and playing key roles in significant national and international sports and non-sports programs. He now is a frequent contributor to public relations publications, consults on public relations projects and was on the Seoul Peace Prize nominating committee.  He can be reached at arthursolomon4pr@juno.com.


Warning! Just Like What We Once Believed Were Birds, Discarded Plastic Bottles and Caps Aren’t Real Either!

Warning! Just Like What We Once Believed Were Birds, Discarded Plastic Bottles and Caps Aren't Real Either!

Tom Madden,  Founder & CEO, TransMedia Group

Instead of extrapolating, I wish to exCAPulate from the Juvenalian satiric, purposeful parody social movement, Birds Aren’t Real, and aim its fundamentals at the tons of plastic bottles and caps embarrassingly accumulating on our defiled beaches.

In case you don’t know it, Birds Aren’t Real as reported in The New York Times is a lunatic movement that assumes for comic relief that birds are not what they seem to be, but really are drone replicas installed by the U.S. government to spy on its citizens.

Now us beach protectors wish to apply to plastic caps the movement’s same nose thumbing, fun poking response with which it blasts social media misinformation.  We want to fight the lunacy of all the plastic bottles and caps we keep finding strewn (or carefully placed) about our beaches, parks and recreation areas, with the same lunacy Birds Aren’t Real applies to birds. 

Think of it as birds of a feather as we now regard these heaps of plastic caps as really surreptitiously installed surfing instruments surveilling beach goers.  

If we keep believing discarded plastic bottles and caps are just the trash they’re pretending to be—forget it!  My fellow American bathers, we’re naïve and deluding ourselves

One frightening day we’re all going to wake up to a CAPastrophy for our beloved democracy as this plethora of plastic will capsize our shoreline’s innocence and beauty with their disguised mini-application platforms containing clandestine cameras and micro mikes.  That’s right.  Plastic spies.

They were purposefully scattered over our beaches by the U.S. Government to spy on unwary Americans so naive about what they believe is just harmless, unsightly trash.

Joining this faux trash blemishing our beaches are trillions more plastics coughed up from an over-stuffed, gluttonous ocean whose appetite is bigger than its stomach, but are really compartments for microscopic devices aiming to invade our privacy while simultaneously they are endangering our fragile environment.  We don’t need more plastics no matter what their raison d’etre.

To help avert further injury and insult to our planet nearing the magnitude of a mega CAPastrophy, next time when you see a plastic bottle or cap, cover your face, don’t speak, just put on your plastic gloves and facemask, pick it up, then run to the nearest receptacle and toss the phony plastic bottles into it with their caps on.  Then flee!

We oceanfront dwellers have long been onto this sly surveillance, and why this so-called trash was painstakingly placed on our beaches.  And for your bravery in the disposing of it, all of us who believe in a free and open society will take our caps off to you and maybe, just maybe after we end this plastics plague, we may soon see the swallows returning from CAPistrano. But be careful as now it has been firmly established that many, if not most BIRDS AREN’T REAL! 

Thomas MaddenAbout the Author: Besides an inveterate blogger, Tom Madden is an author of countless published articles and five books, including his latest, WORDSHINE MAN, available in January on Amazon.   He is the founder and CEO of TransMedia Group, an award-winning public relations firm serving clients worldwide since 1981 and has conducted remarkably successful media campaigns and crisis management for America’s largest companies and organizations.

Marc Roberts On Building a Community Around a Brand


With the evolving expectations in terms of customer experience from brands by consumers, companies have to look into developing deeper and more meaningful relationships with their target audience. Some of the main decision-making factors in the last year that were even more popularized by the pandemic were social justice, inclusion, diversity, and sustainability. Now, consumers are looking for brands that share similar values to their own. 

The most successful companies are able to communicate their values through their decision-making actions as well as through the communities they’ve built up on various social platforms. These days, it’s not enough for consumers to get a great product or service and a seamless transactional experience, as they’re also looking to support purpose-driven companies that share the consumers’ own values. 

To be able to build a rich, effective, and authentic brand community, companies need to have a consumer-centric growth strategy, and should  nurture the emotional connection that consumers have to a brand. One of the biggest driving factors in customer retention is brand loyalty, which can be further boosted by a brand’s community. Aside from all that, companies can benefit from brand communities with user-generated content, customer-driven feedback, product ideas, and improved SEO efforts. 

Mission and Values

The first thing that companies that are trying to build loyal communities around themselves have to do is define their brand’s mission and values. These two elements, along with a brand’s general personality, provide a strong foundation for a brand community, because at the core of the community is going to be the brand itself. That’s why companies have to invest time and effort into making sure that a brand’s values and mission are going to be effectively communicated with the consumers through their buying journey. 

Specific Focus

After a company’s mission and values have been established and well-defined, it should avoid diluting its own brand message by promoting causes that fall outside of the scope of the company’s mission. For example, a company that champions healthy living and constantly promotes eco-friendly efforts and products shouldn’t align itself with values outside of those scopes, such as with initiatives on saving stray animals, as that will detract from the company’s core message. 

Content and Content Hub

Learning more about a company’s consumers will benefit that company in many ways, including learning about the types of content that the customers really enjoy. That information can then be used to create and distribute similar types of content, and encourage the consumers to participate in the content and to create more of their own. Additionally, the content can be shared in a centralized space where all of the members of that communication can convene and share information or experiences. Creating content that’s valuable for the consumers, as well as a space where all of them can find interesting and helpful content that appeals to them emotionally, means those consumers are going to keep coming back to the business.

About the Author: Marc Roberts is a Miami based entrepreneur.

Measuring Communications Programs

Measuring Communications Programs

Ronn Torossian, CEO, 5WPR

With artificial intelligence and machine learning having improved over the years, the ability of companies to track their communications efforts have greatly improved as well. Yet many companies still measure their communications and Public Relations efforts based on the number of stories that get placed. Additionally, many companies still don’t focus on the right social media measurements, and a large number also don’t follow customer sentiment or report any of those numbers to a company’s executive-level team. 

The metrics that matter a lot to a company are the ones that show whether the company’s communications program is meeting the company’s overall business goals. However, measuring the impact of a communications program is complicated because it’s created to help the target audience discover a company and its work, learn from its content, take action on different issues and participate in services or programs. 

To effectively measure communications programs companies have to rely on a variety of approaches which aren’t always consistent across an entire business. Instead of reflecting the overall impact of communication across a company, many measurement methods tend to focus on a specific communications channel. Therefore , the recent growth in the number of channels that are available to companies has made things even more difficult in terms of effective measurement. 

These days, consumers have plenty of choices in how they decide to interact with a business, and lately, in many cases, a large number of consumers tend to use multiple channels to interact at the same time. This has made measurement even more difficult for companies looking to figure out what is and isn’t working, and which interactions are driving the right outcomes for a company. 

The first step that companies should take to effectively measure the effectiveness of  communications programs is to invest in decisioning capabilities. One of the most important outputs of a decision engine is a very clear and detailed history of contact with consumers. These capabilities help companies capture and timestamp every interaction that a consumer has had with a company, which helps identify which interactions led to the right outcome for the business. 

After investing in those capabilities, companies should decide on the best methodologies for measuring the performance of each communication effort. Many businesses have already started looking for multi-channel attribution to figure out the best way to measure the performance of their communication efforts.  However, that means choosing a specific measurement model that will work effectively, which is different for every business. 

There are three different types of measurements that companies need to have in place so they’ll be able to understand the impact that the decision making capabilities have on a business. The first type is a multi-channel attribution model configured to measure all of the different direct interactions that consumers have with the brand and appropriately value them. The second is an above-the-line media mix model that puts a value on all of the indirect marketing efforts from the company, along with all the external factors. The final one is a tracking system that can help companies measure the different incremental increases or decreases in performance that specific media types have, compared to current activities. 

With all of the aforementioned measurements, companies can achieve a straightforward understanding of how every interaction from consumers influences their behavior. That way, businesses can get a better grasp on which communications efforts are and aren’t working.

Ronn Torossian, CEO, 5WPRAbout the Author: Ronn Torossian is CEO of 5WPR.

5 Step Beginner’s Guide to B2B Cold Calling

5 Step Beginner's Guide to B2B Cold Calling

Photo from Pexels

Sierra Powell, Freelancer 

Cold calling is an essential part of generating interest for your business. The fact that it isn’t among the most popular techniques doesn’t change this. As the owner of a business, you’re going to need to step up your cold calling game. Here is a very handy 5 step beginner’s guide to getting you up to speed.

1. Make Sure Your Call Script is Effective

The most important part of B2B cold calling is to have an effective script. You don’t want to call someone and then expect them to sit there while you ramble or stumble over your words. The very second a busy office manager or owner senses you are wasting their time, they’ll hang up. You need to be prepared to make an effective presentation right away.

You can do this by verifying and testing out your script in advance. Try it out on your employees and have them share it with their friends. Test it against other scripts that rivals in your industry are making use of. You want to be sure that every element is as effective as possible before you put it into play.

2. Always Keep Your Main Goal in Mind

When you make a cold call, you need to be totally focused. The goal of your call may be to initiate a business deal or qualify a lead for future development. No matter what the point of the call may be, you need to keep solidly to it. Make sure that every element of your script lets you keep this razor-sharp focus.

3. Find the Pain Point of Your Recipient

There is a reason why you are making the cold call in the first place. This will be to exploit the pain points of a potential new customer. These pain points represent the reason why they can sorely use the goods or services that you offer to provide. Use them to their full potential.

The script that you use needs to address these points. Doing so will drive home the point of the call in a much more timely and efficient way. The sooner your prospect understands what you can do for them, the better. This will be the key to sparking interest. From there, you can arrange the next step of the process.

4. Make Sure to Call at the Right Time

How many times have you been woken up in the morning by a robocall? It may be an hour before you are ready to go to work. You are sleepy and very irritable about having to take the call. It’s almost worse when there is a real person on the other end. If they are cold calling you, you are sure to very curtly hang up.

This needs to be kept in mind when you are the one doing the calling. It’s a very good idea to be sure that you are calling at the right time of day. You want to call during the time when your target has the most social energy. This will usually be in the course of a business day, perhaps just after lunchtime.

5. Always Practice to Make Your Presentation Better

The last thing that you need to keep in mind is that practice makes perfect. You need to be able to read the whole of the script without it being in front of you. The sooner you memorize each detail, the sooner you can move on to freshen up your verbal presentation.

You need to read it off in a smooth, calm, friendly, and very natural voice. To get it right, you’ll need to practice. The reward is a flowing presentation that will be well received and influential in netting some new clients.

Cold Calling Can Heat Up Your Business

It will be up to you to make use of every new tactic that will create interest for your business. Cold calling is a tool that can help you move up to a whole new level of influence. Like any tool, you need to use it correctly. With a bit of practice, you can make cold calling a vital part of marketing.

Being a Good Pet Parent Can Include Pet Insurance

Brian Wallace, Founder & President, NowSourcing

Fighting the loneliness of quarantine is a lot easier with a furry friend by your side.  That’s why pet ownership in the US hit an all-time high in 2020.  More than half of all newly adopted pets went to first-time pet owners.  

This is great news for the animals in need of a loving home, but it’s important for new pet owners to understand what their responsibility entails.  Owning a pet can be expensive.  To use dogs as an example, the first year of pet ownership can range in cost from $1,314 to $1,843 depending on the size of the dog.  The first year tends to be the most expensive due to one time costs like training, spaying/neutering, and initial vaccinations.  After the first year, costs fall into the $580 to $875 range.

As an industry, pet spending brought in $103.6 billion last year.  The two biggest cost drivers are food/treats and veterinary care/products.  Food tends to be relatively manageable for owners to pay because it is a regular, expected expense.  Vet bills are harder for many owners to cover because they can incur high costs at unexpected times, especially if they are the result of an accident or injury.

Preventing unexpected vet bills starts with keeping your pet healthy.  80% of pet owners take their pet to the vet at least once a year for checkup.  These checkups allow pets to receive vaccinations and preventative care.  Consistent dental care and flea and tick prevention also keep your pet safe from a host of diseases.  Finally, reorganizing your home to keep toxic houseplants and food out of your pet’s reach can work wonders in preventing poisoning incidents.  Many first time pet owners may not know certain things are toxic to pets, so research is key.

Another tool pet owners can use to ward off high vet bills is pet insurance.  Like health insurance for humans, pet insurance coverage is customizable.  Its premiums vary by age and type of pet as well as coverage extent.  For just $10 a month, a pet insurance policy can prevent you from paying for dental cleaning, bloodwork, vaccinations, and checkups.  3.1 million pets are insured.  Most of these pets are dogs, but most companies cover cats as well, and Nationwide will also cover birds, rabbits, snakes, and/or turtles.  Consider if insurance is worth the cost for you.


Pet insurance benefits

Brian WallaceAbout the Author: Brian Wallace is the Founder and President of NowSourcing, an industry leading infographic design agency in Louisville, KY and Cincinnati, OH which works with companies ranging from startups to Fortune 500s. Brian runs #LinkedInLocal events, hosts the Next Action Podcast, and has been named a Google Small Business Adviser for 2016-present. Follow Brian Wallace on LinkedIn as well as Twitter.

Adversity vs Opportunity

Adversity vs Opportunity


“How do you nurture a positive attitude when all the statistics say you’re a dead man? You go to work.” Patrick Swayze

You may have heard that the Chinese word for crisis uses two brush strokes – one is danger and the other is opportunity.  How you view and deal with a crisis depends on your attitude.

Attitude is a choice. An attitude can translate into how you have chosen to practice and embody your thoughts, feelings. and choices. It becomes part of how you act as you progress in your career. 

Your attitude either helps, speeds up, and assists you in your career or it can hinder, slow down, and hurt your progress. Attitudes are born from the way you think, feel, or act. They’re reflected in how you choose to behave as you carry out your tasks. 

In other words — attitudes determine actions

Lou Holtz, a famous football coach, once said, “Your motivation determines how much you are willing to do. Your attitude determines how well you do it.”

The one constant throughout your career is your attitude and how you act throughout the course of your career. No matter what your personal purposes or goals are for your life, your attitude is the one thing that is always there. 

Sure, that attitude may shift here and there, if you’re having a good day or a bad day — but for the most part, for most people, it vacillates within a certain range and relies on outside influences rather than inner choice. If you were to take a survey, you’d likely find that most people think emotion and attitude are things that happen to them, rather than something they themselves can create and adjust. 

Your attitude affects others. They see it and they feel it.  They’re either inspired by your attitudes or discouraged by them. 

Attitude may well be the single most important factor in your career.

Attitude can act as the gatekeeper to your talent. Which is to say, it doesn’t matter how talented you are, what matters is how open you are to winning. The world is full of failures who could have been successes, but their talent was closed off by poor attitudes.

Quite possibly the most important attitude of all is a “positive attitude.” What exactly is a positive attitude?

Simply put, it’s a decision to make the best of things. 

With a positive attitude as your foundation, you can accomplish anything in your career. No matter what adversity is set in your path, no matter what boundaries or barriers you run into, no matter what limits you are presented with — the decision to make the best of things, to make things go right, to get things done anyway, to make the best of any situation — that’s where the pot of gold lies. 

It’s not about “being happy” or “being nice” or even “being friendly.” Attitude is about how you act and how it impacts our success in our career. It’s a determination to never give up. A positive attitude is shaking off failure or confusion because you are focused on succeeding. A positive attitude is believing something can be done, even when you don’t yet know how. 

Win: To succeed or achieve a result (something done) through effort.

As professionals, we win because we get things done.

We get things done because we care. We decide to be the best, do the impossible and do it right. We create the future through our actions today. 

How to win

Decide you can. The moment you decide you cannot do something, it’s game over. 

To win you must get things done. Tasks that are started and not completed sap your energy and attention. It’s vital to get things done. It takes working hard as well as smart.  Use daily plans, meetings, completing tasks, weekly reports – all excellent tools to help you win.

Focus on getting things done and we all win. Take ab\ note from the professionals that are succeeding and find out what they do at work to get things done.


“By failing to prepare, you are preparing to fail.” Benjamin Franklin

Winning requires preparation. 

There is a level of preparation that goes far beyond what most people take the time to do. When you are about to get on a call and have what could be a very stressful talk, instead of spending a few moments thinking about what’s going to happen and how you might react, do a more thorough preparation.

Practice and “role play.” Sit down in front of another person and ask them to pretend to be the person you are going to talk to and rehearse the conversation.

It may seem silly, it may seem uncomfortable, it may seem fake and contrived. But, if you do this, you will be much better prepared, calmer, and more collected when you finally have to confront the situation.

Sales calls or meetings can be very stressful. Sit down with someone else and say, “You pretend to be the client and let’s role play the call.” 

This is something that teams can do together. Let’s say you have a team getting ready to pitch a big new client. There is a lot of time and money involved and a lot of pressure to make it happen.

So, bring the team together and just do a series of practice rounds. Go over questions you are likely to be asked and go around and do the full presentation multiple times on separate days to really get comfortable and confident.

By the time you get to the actual meeting, it should be smooth sailing. At this point you will have done the presentation three or more times. Doing this really does create a lot of certainty and calm.


On this journey you are bound to encounter difficulties. How you deal with those challenges is everything. Do you give up in the face of adversity? Do you succumb to your negative thoughts and emotions — attitudes?  Or do you rise up?

It really doesn’t matter what the nature of a difficult situation or condition is, what misfortune or tragedy you face in life or in your career. What does matter is how you approach it, how you overcome it. What matters is your attitude. 

When faced with a difficult situation look for what can be done. Danger or opportunity? The choice is yours. 


PR Masters Series Podcast, Episode #56 – Jano Cabrera, Vice President, Chief Communications Officer, General Mills

PR Masters Series PodcastAbout the Podcast

The Stevens Group has been presenting the PR Masters Series Podcast for almost two years now.  This series is part of the ongoing partnership between The Stevens Group and CommPRO to bring to PR, digital/interactive and marketing communications agencies the wisdom of those who have reached the top of the PR profession.  Today’s special guest is Jano Cabrera Vice President, Chief Communications Officer, General Mills.


About Our Guest

Jano Cabrera is a triathlete in the world of communications, combining a senior background in politics, global consulting and in-house corporate relations. He has held senior strategic and operational roles in both the private and public sectors.

In 2018, he was named among the 10 most influential leaders in Public Relations today by PR Week in their annual Power List. Prior to joining General Mills to serve as Chief Communications Officer, Jano served as Senior Vice President of Corporate Relations for the McDonald’s Corporation where he led global media relations, financial communications, brand reputation, consumer engagement and internal communications for the 9th most globally recognized brand.

Prior to that, Jano served as Worldwide Vice President of Burson Cohn and Wolfe, the third largest global strategic communications firm.

Before turning to corporate consulting, Jano volunteered to travel to Baghdad, Iraq in 2005 to serve as a National Democratic Institute advisor to the transitional national assembly as they developed their constitution and later as an election observer during their historic elections.

Jano also spent a decade working in politics. He headed communications for various Presidential campaigns, worked in the Clinton White House and started his political career as a legislative aide on Capitol Hill and a federal budget analyst at a Washington DC think tank.

5 Ways Internal Communicators Can Take the Bull by the Horns in 2022

5 Ways Internal Communicators Can Take the Bull by the Horns in 2022


Be proactive about pursuing (or stopping) these initiatives to improve the impact, focus and quality of your work in the coming year. 

Mike Klein, Founder, #WeLeadComms 

At this time of year, it’s commonplace to read about the upcoming year’s top trends and likely changes.

But having been writing about and working in internal communication since the late ’90s, the annual ritual of forecasting the trends for the upcoming year has become a bit hackneyed. Partly, this is because annual trends are largely beyond the control of internal communicators. More to the point, this has been because IC folks have resisted taking matters into their own hands.

[FREE GUIDE: Cut-Through Comms That Drive 100% Engagement]

So, this year, I’m proposing something new: five things that would make a difference if internal communication leaders were to actually step up, take matters into their own hands, and share their experiences once having done so.

1. Bust the hybrid hype, and grab hold of the remote revolution.

There’s been a ridiculous amount of talk about “hybrid,” “hybrid working” and even “hybrid business models.” In reality, “hybrid” is a shade of gray between two very black-and-white approaches – having people based in physical locations (“office-based”) and having people based outside of one’s own physical premises (“remote”).

Continue reading here…

An Olympics Without Politics? Not In Our Lifetime

(And How The Dilemma Of Athlete’s Speaking Out May Be Similar To People In Our Business)

Arthur Solomon

The 2022 Winter Olympic Games in Beijing will be played from February 4 – 20, and Olympic politics, which already have made headlines this year, are sure to be an on-going concern for sports marketers and PR people as the games draw closer. The marketers, like those in none Olympic sports competitions, are helpless to remain above the controversy as athletes refuse to be silenced by sports organizations and sponsors and speak out about societal, political and other issues important to them.

In addition to not being able to control athlete’s political comments, sports marketers now have to contend with being accused of helping promote a totalitarian regime in China, and unlike the president of the U.S., who declared a diplomatic boycott of the games because of China’s human rights abuses, and care more about their bottom lines than freedom or genocide. 

But with all the tumult about football teams fighting for playoff positions and the controversies about holding the Winter Olympic Games in a totalitarian country, many people might have not noticed that the Olympics’ political season commenced many months ago with warning shots fired at athletes who refuse to comply with the International Olympic Committee’s (IOC) rules regarding political statements. Also, it’s only a matter of time before sports marketers and their public relations people will be hearing from the media and probably have to fend off negative media coverage by using the stale argument they always do – “We just support the athletes.”

I’ve always thought that the Olympic Games are the world’s most important athletic event. (Full disclosure: I’ve been a featured speaker at an IOC sports media seminar and have managed or played key roles in Olympic programs, both on the sponsorship side and with organizing  committees.) 

For years, the IOC has claimed that its games are free of politics. As a PR practitioner, whose first job was with a political PR firm and who has also played key roles in Olympics since 1984, I have always found the claim to be disingenuous. Politics has always played an important role in the Olympics, in fact in all sports.

The truth is that politics and the Olympics have identical DNA. Politics and the Olympics are the same as monozygotic twins. Thus an Olympics without politics? Not in our lifetime. So even though I think the Olympics is the most important sports event crafted by humans, I’m not blind to what I consider a serious defect in its genetic makeup – awarding its propaganda-rich games to totalitarian countries devoid of human rights.

Months before the recently completed 2020 Olympics Games in Tokyo, the U.S. Olympic and Paralympic Committee (USOPC) put fencer Race Imboden and hammer thrower Gwen Berry on a 12-month long probation watch for their actions protesting the National Anthem on the podium during medal ceremonies at the Pan American Games in 2019 in Lima, Peru. (The athletes, protested gun violence, racial injustice and the actions of President Donald Trump by kneeling or raising a fist during the U.S. national anthem, according to news sources.)

A letter was sent to the hammer thrower Berry, who raised her fist, and fencer Imboden, who knelt. One part of the letter could be interpreted as being a warning to all American athletes who wanted to compete in the Olympic Games.

Of course, this wasn’t the only time American athletes protested on a podium. The most famous incident occurred during the 1968 Olympics in Mexico City, when Tommie Smith and John Carlos were sent home for protesting against racial inequality on the medal stand.  

Since then many athletes in all sports have spoken out or went on strike to make their political positions known, upsetting both the moguls who control the business of sports and sports marketers.

Older consumers, some say, (who are often more conservative than younger ones), might show their displeasure of athletes who protest on the playing field by switching to another brand. (Highly unlikely, in my opinion. Change becomes more difficult as one ages). 

But what about the athletes? Should they stay mum even if they feel troubled by the increasing incidents of mass shootings, racial or other social ills? Will those who speak out against racism lose their endorsements? During football’s kneeling era, some athletes did lose endorsements, but some endorsements were replaced by others. 

Will athletes who speak out against what they consider injustices become heroes to be applauded or shunned by consumers? Only time will tell. Nike said sales increased when they made Colin Kapernick, the best known kneeler, the face of its campaign. 

I always advised clients not to be fearful about speaking out on subjects that went against the norm. It’s a good way to stand out from the pack and gain major publicity. 

While I wouldn’t advise a novice athlete to take a political stand, an established star athlete will probably not be harmed from speaking out and I would advise persons to do what makes them feel comfortable. If they lose a sponsor or two, chances are they will be replaced.

My advice to clients is that times are changing. Don’t just consider your companies next quarterly report when deciding whether to have an athlete who protests endorse your product. Take a longer view. Company graveyards are filled with businesses who didn’t keep up with what younger consumers wanted. (They might not vote; but they buy.)

Chances are that between now and the Beijing Olympics there will be other instances of athlete endorsers speaking out against U.S. and Chinese government policies, on and off the athletic fields. And brands will also have to take a stand. My advice: Think long term because on matters political like the environment, background checks for gun purchases and issues affecting race and sexual matters, younger people have different viewpoints than their older relatives.

It was not too long ago that having mixed couples appear as a family in television sit-coms or ads was unthinkable. Now it’s quite common. Change is not only in the future. It’s here now. Brands should realize that the next time one of their athlete endorsers makes a political statement.

People in our business often have the same dilemma that many athletes have. To speak out or to keep quiet. In our case, it’s being assigned to accounts whose policies they find repugnant. I’ve refused to work on certain accounts. And the world didn’t end, at least not for me. To those who have asked for my advice regarding accounts that they found distasteful, my advice is “do what you think is best for you; not for the agency.” Refusing to work on an account is a good way to learn what the agency thinks of you. If you are highly thought of the agency will usually not insist that you work on the account. If they insist you do, take it as a sign that it’s time to start a new job search.

The Unspoken PR Tenet: Bad News Is Good News for Our Business By Arthur SolomonAbout the Author: Arthur Solomon, a former journalist, was a senior VP/senior counselor at Burson-Marsteller, and was responsible for restructuring, managing and playing key roles in significant national and international sports and non-sports programs. He now is a frequent contributor to public relations publications, consults on public relations projects and was on the Seoul Peace Prize nominating committee.  He can be reached at arthursolomon4pr@juno.com.