Breaking News
Frank Public Relations
September 2005
Frankly Speaking PR Tips

Your Passport to Innovative Communications Solutions

Published Monthly by Frank Public Relations Worldwide for Business Executives and Communications Professionals Eager to Enhance Business Performance and Reputation

Public Relations: "The management function that identifies, establishes, and maintains mutually beneficial relationships between organizations and the various publics on whom its success or failure depends." Cutlip, Center, and Broom

September 2005
Media Nightmares: The Oreo Cookie Principle
What is public relations? There are so many variations on defining the disicipline of PR. The one I use to describe my mission is this: I am the caretaker and the champion of the image and reputation of the organizations I serve. I really believe that this is the value I bring to clients. This is an especially important concept for the public relations practitioner to embrace in times of organizational crisis.

Here is a great story that I use in many speeches on crisis communications. It is called the Oreo cookie story. Enjoy.

I arranged for a TV reporter to interview a patient (he was the producer of the movie, Patton, and it was right after the movie was released to high critical acclaim).

The surgeon needed to be interviewed as part of the story, but he hated any media involvement. He did not have a choice, and he was unhappy with me because of that.

While the TV crew was filming the patient with the doctor by his side, I stayed at the nursing station -- not normal as I usually would stay inside the room while the crew filmed, but I needed to keep some distance from the doctor so he would behave.

Well, half way through he came out to find me. He started yelling at me that he did not want to do this. He towered over me - he 6'4" and about 285 pounds, and me 5'4" and about 120 on a fat day.

As he leaned his whole body over mine and I struggled to look up to him, I said to him:

"Jack,* what do you want from me? I am just the cream filling in the Oreo cookie!" Honest I said that.

He tried not to laugh, but he could not contain himself and I was able to successfully diffuse the situation. I am sure he had some off color thoughts about my analogy -- however, that was not the analogy that came to mind as I blurted, seemingly out of nowhere, this rather perfect analogy.

When the TV shoot was finished, I went to the gift shop and purchased a small snack bag of Oreo cookies and presented them to him. We became amazingly great co-workers after that!

So what is the Oreo cookie principle and why did I choose to say that to him?

This is a pictorial and culinary explanation. If you have any sandwich style cookies at home, go get one now.

Hold your cookie and break it open so that you have two halves open in front of you. Look at each. Notice that one side has more cream than the other.

As a PR professional in charge of media relations for the hospital, the side of the cookie with more cream represented my responsibility to everyone inside of the hospital -- doctors, nurses, patients, general employees, volunteers, etc. It is my job to champion this group of stakeholders and protect their needs.

As a PR professional, I also have another responsibility, the side with the less cream. This side represents the responsibility that the hospital actually pays me to have to represent the external stakeholders - the public at large, the media that serves as the eyes and ears of the public, and various other stakeholders -- vendors, government agencies, legislators, etc.

So, my job is to serve both sides of the cookie. It was therefore my job to make the doctor and patient happy - and at the same time, to serve the needs of the media filming the story to bring attention to a new procedure performed on this high visibility patient that could helps save the lives of the viewing audience.

So as a PR practitioner, I am an Oreo cookie!

The bottom line is this: the cream filling smoothes the way for rough situations and sweetens the way for otherwise sour situations.

* The doctor is a world-class cardiac surgeon, considered the number one cardiac bypass surgeon in Los Angeles at one time.

Frankly Speaking Tip Sheets
For more tips, you may want to order "Turn Around Your Organization's Image for Almost Free in 24-Hours." $9 Go to for ordering details.

Frankly Speaking Live
Do you want some PR help right now, without a long-term contract and commitment? Would you like to brainstorm a PR idea or press release? Have you been hit with a crisis, yet have no plan of action and don't know what to do next?

Please check out Frankly Speaking Live, a unique service offered exclusively by Frank PR Worldwide. Frankly Speaking Live is a one-of-a-kind telephone consulting service from Frank Public Relations Worldwide. The cost is nominal, the impact tremendous. At just $225 an hour, you will get unsurpassed, timely and tailored PR consulting.

Frankly Speaking Live is your personal PR consultant - available anytime and anywhere. For help right now with any internal or external public relations need, including crisis communications, check out Frankly Speaking Live to arrange for a one-hour (or longer) telephone consultation.

This service is available seven days a week, from 6 am to 10 pm PST, because some of the most severe crisis can hit an organization during the pivotal evening and/or weekend hours. Why wait until tomorrow or Monday morning to strategize a workable solution to a PR crisis?

Please feel free to forward any portion of the Frankly Speaking™ newsletter to a colleague. Better yet, they can sign up for their own free e-newsletter at .

About Frank Public Relations Worldwide
Frank Public Relations Worldwide is an innovative, results-oriented marketing communications company focused on the dynamic alignment of business development, strategic marketing and public and employee relations. Frank Public Relations Worldwide is backed by three decades of creating winning PR campaigns for a global client base. Founded in 1999 by award winning public relations expert Peggy C. Frank, MBA, Frank Public Relations Worldwide is renowned for communication and engagement skills as well as a proven ability to train and mentor at all levels of an organization to both deliver consistent messaging and to enhance performance and profitability.

For more information, please email

Please visit our web site at , or call 1.818.735.3591.

"To establish ourselves in the world, we have to do all we can to appear established. To succeed in the world, we do everything we can to appear successful" - Francois la Rochefoucauld

Published Netiquettely by Frank Public Relations Worldwide
Frankly Speaking™ newsletter and Frankly Speaking™ Tip Sheets are produced by Frank Public Relations Worldwide, . Frankly Speaking provides innovative communications solutions for business executives and communications professionals eager to enhance business performance, reputation, and revenue.

Frankly Speaking is backed by three decades of providing strategic, results oriented hands-on internal communications and external public relations to some of America's most well known companies, published by Frank Public Relations Worldwide founder, Peggy C. Frank, MBA.

Frankly Speaking seeks to create PR-savvy business leaders, armed with actionable tips so that everyone can become their organization's promotional guru. Frankly Speaking especially seeks to assist start-up companies and companies with limited funds jumpstart their promotional activities to gain leverage with their target markets in their specific marketplace. Frankly Speaking recognizes the need for easy, fast, and cost effective consulting assistance and provides free e-newsletters, tip sheets, and paid live consulting services at a competitive price.

Frank Public Relations Worldwide is guided by the principles of honesty and ethics. For this reason, you can have complete confidence that your contact information will never be shared, sold, or used in any way other than to ensure that you continue to receive Frankly Speaking newsletter.

Frank Public Relations Worldwide makes no warranty, guarantee, or representation as to the accuracy or sufficiency of the information posted herein, and Frank PR assumes no responsibility or liability regarding the use or misuse of such information

Frank Public Relations Worldwide 2005

phone: 818.735.3591

Frank Public Relations Worldwide offers the Frankly Speaking program to organizations around the globe. Learn what countless other organizations have learned to increase their organization's visibility, credibility, and esteem through time-tested, proven Public Relations strategies, tools, and tactics. Why wait? Start today.


Home | In The News | About Us | Services | Clients | Testimonials | Contact Us
Newsletter Archive
Copyright 2002-2007 by Frank Public Relations, All Rights Reserved

Web Site by Regency Web Services