how to lose a prospect in thirty minutes.

Here's a shining example of ugly PR:

About a year ago, I was working for an organization that put out RFPs for a new advertising agency. After wading through the submissions, we narrowed it down to four firms: our current one and three equally well-respected local agencies.

All the pitch meetings were held back-to-back with time in between each for our committee to huddle and compare notes. Each team came in well prepared, eager to work with us and eager to share with us a strategy for marketing our organization (a membership organization). Well, all but one. Their pitch felt sloppy, hackneyed, unprepared and totally devoid of any understanding of what we do. It was embarrassing, honestly, to sit through a meeting with two people who seemed like they were just pulled out of another meeting to wing it with us.

Needless to say, we chose to not work with that firm. The only thing they did for us was give us a half hour of pure laughter after they left. In 30 short minutes, they went from a shining star to the bottom of the pile. In fact, they lost us moments after 'hello'.

What was most puzzling about their pitch is it didn't match the RFP they submitted. Their product was top notch.

I don't know how that firm is doing today, but I promise you I'll never forget them.

And I'll never work with them.

Take that to the bank.

So what's the takeaway? Simple: don't half-ass the pitch meeting, preparation, research or expectations.

how to deconstruct a movement.

From a public relations standpoint, the Obama Administration is failing. Absolutely failing. The first and most fundamental definition of public relations, from my standpoint, is to manage and control the flow of information in both directions. It's PR101. And if you have watched any coverage of the health care reform madness this summer, it's painfully evident the White House fumbled the ball before they broke the huddle.

This is not to suggest a reform bill cannot pass, because we never know what goes on behind closed doors in Washington. But the errors Obama & Co. have made along the way are endless:
* Mixed messages
* Too many spokespeople offering contradictory information
* No tangible bill in the first place
* The allowance for opposition to strike first ("death panels," "public option," "government takeover," "socialism")

Bottom line, the Democrats did not own this debate from the beginning and they're paying the price. It's the fault of the Obama White House that so much misinformation and blatant lies have been taken as truth by those opposed to reform.

What should Obama have done? First thing's first: GET A BILL IN WRITING! Without something concrete in hand, you are at the mercy of every kooky conspiracy theorist in the world. Secondly, get your caucus in line. Democrats have splintered faster than a corked bat and it's weakened the momentum toward tangible reform.

Also, prior to the summer recess, Obama should have held court via public address or televised town hall meetings and laid out in specific terms what his health care reform bill will accomplish. It's a complex issue, but focus on two or three major points that resonates with Americans across all socioeconomic lines:
* Lower your cost while opening the market for greater options
* A fairer system devoid of pre-existing conditions that holds insurance companies' feet to the flame via a public option
* EVERY AMERICAN WILL HAVE ACCESS TO HEALTH INSURANCE

Here's why I focus on those three points:
* The first is directly aimed at the individual's wallet. No matter how altruistic we are, we still want to know, "what's in it for me?"
* Second point, demanding accountability from the insurance companies with a little insurance of our own.
* Third point addresses "the greater good."

By doing this, the Democrats would've had a simple framework for the discussion to take back to their districts. Of course, you have to examine how your opposition will fight back (cost, socialized medicine, etc.), but you keep the home-field advantage. I'm not suggesting corporate-funded lobbyists like Americans for Prosperity would not be fighting back. I'm not even suggesting average citizens who oppose reform (or simply have questions) wouldn't turn out to these events and be emotional. But it forces the conspiracy theorists to be the second voice, not the first. A spirited discussion over actual, verifiable facts in the reform measure is a more conducive activity than what we're seeing in the news these days.

Obama worked backwards on laying out his health care reform and has created an uphill climb that could cost him and the Democrats politically. From this point forward, the White House needs to implement a crisis communications plan. They lost control of the story and must work to regain it. After so much flip-flopping since the Sunday morning talk shows, the Obama White House has yet to learn how to clean up this mess.