EXCERPTS: Dancing with Paul "Fancy Feet" Taaffe

Chapel: I am interested in your point/counterpoint with Lou Capozzi at the ICCO World Summit. You said that you "question whether any public relations firm is ready to step up to the challenge of driving conversations, and doing so in a media neutral way." Your comment seems to underscore a huge inconsistency in the PR business today. Can you clear that up?

Fancy Feet: Help me out a little more Amanda; what inconsistencies in the PR business today? (Note: Switch Back move.)

Chapel: We are a long way from Ivy Lee. You know that Paul. We are at a point in the Industry's history where ironically the neutral facilitators of fact and credibility have become the instruments of the incredible. Your quote captures that ironically.

Fancy Feet: Oh Amanda a huge subject and not much time. I suspect you have misunderstood my statement but take heart that you are probably not alone. Rather than give you a speech; let me give you the headlines. (Note: Courtesy Walk move.)

PR is doing well and will do well, not as spin meisters but as the people who understand what the conversation is and where it goes and who is most important in driving it. PRs that try and actively hijack conversations will die but that has always been the case. The debate is on online only and bloggers; who cares? It is about the total conversation, about opinion formers and their relationships with each other and the media be that online or traditional/terrestrial. So unless you can map the conversation and the relationships in it; you can't do PR effectively as of 2006. We can but not in every arena. (Note: Twist and Turn move.)

Chapel: Let's revisit the quote we were trying to clarify. The linchpin is your word "neutral." PR as "influence" is being summarily rejected by a whole generation of web-savvy communicators. Your quote doesn't acknowledge that.

As to the quote you've provided, frankly, I think it sounds murky as hell. Again, I extend you the opportunity to clarify your point.

Lastly, As far as PR doing well, you may be confusing girth with wellness. A colleague of mine attended the ANA "Masters of Marketing" this last weekend. All the big cheese CMO's were there. Of note... "In fact, I heard not one PR related comment, speech reference, or hot button. Nada. Events, TV, Games and Product Placement, Promotion's, Print and web Ads - all being discussed as measurable drivers of business; everything but PR."

Fancy Feet: Please Amanda, why would you hear about PR at an ANA conference? You only hear about marketing vehicles that you can control at an ANA conference and PR does not suggest that it is such which why in the age of consumer control PR is a threat. Your dilemma is that you have taken a position that belies the wellness of PR. Go talk to the big holding companies and ask them where the growth is and where it isn't? (Note: Splitting Hairs with a little Twist and Turn and a Switch finale. Awesome.)

Chapel: First as to "Why would you hear about PR at an ANA conference?" There were a few PR notables in attendance... however, the report was that they were very low profile. The reason why one might expect a greater profile is that PR has become primarily a marketing function. Are you saying it's not?

As to "You only hear about marketing vehicles that you can control at an ANA conference and PR does not suggest that it is such..." That's a good quote. Does H&K measure results?

As to "why in the age of consumer control PR is a threat," a threat to whom? The only threat we hear is the one being voiced by people like Jimmy Wales of Wikipedia. PR (as a marketing vehicle) is being viewed as a threat to integrity.

As to "you have taken a position that belies the wellness," is it your contention that the business of PR is healthy? Is it possible for a business to be making a lot of money and the foundation of that business to be off kilter? Excuse me but the porn business does very well financially.

Lastly, as to "Go talk to the big holding companies and ask them where the growth is and where it isn't?" I thought I was.

Again, this sure would make a great feature. If you write something, I will print it without edit. Would you like the last word Paul?

Fancy Feet: It sure would but not know. (Note: Stop and Turn move.)

Chapel: Freudian, I think you meant "now." If you need more time, tell me. It's a crucial topic. If you actually mean "never," I am sure I have enough to go ahead and write something up with what we've got here.

Fancy Feet: More time, is the request. I am slammed and the topic is worthy of elaboration just cannot do it justice now. (Note: Courtesy Walk with Stop and Turn moves.)

Chapel (sent Wednesday, October 11): I totally understand Paul, truly. That said, could we please set a time? That would be most helpful.

CONCLUSION

Some PR dance experts have Paul a lock to win the World Salsa Championship. I am not sure. I am still a little flush and dizzy from the experience.