Ya know... we loooove controversy. Better yet, we're totally bowled over when one of our illustrious PR leaders demonstrates the right stuff and takes a stand. And you know we're especially fond of the potential of generating a little heat. Well, here's alotta heat.

It is our distinct pleasure today to have with us Dr. Donald K. Wright, Professor of Public Relations in the College of Communication at Boston University. Don recently made a few comments that have raised more than a few ears and eyebrows.

By way of background, Dr. Wright was recently given the 2007 Distinguished Service Award by the elite Arthur W. Page Society. BIG STUFF! Professor Wright is one of a small number of full-time educators who hold membership in the Page Society. Dr. Wright is the first full-time educator to receive the Award and only the second to become an honorary member.

Here's where it gets interesting. While accepting the award, Dr. Wright made a few remarks specifically about the awful state of PR education today. Yikes! Gutzy! And now it's got everybody buzzin'.

Anyway, we got the chance to sit down with Professor Wright. Without further ado...

CHAPEL: “First, thanks for taking the time to talk with us today. Congratulations on your award.

Let me get right to it: word is you were somewhat critical of PR practitioners in your acceptance remarks. One online report claims you, 'rapped the PR industry for failure to provide support for PR education.' Care to comment?”

WRIGHT: “Thanks for the kind words. This is a huge honor and I’m still trying to figure out how to react to it.

With regard to the quote, as sometimes happens in the news business, I don’t think the article you reference does justice to what I said. Although I mentioned it’s unfortunate many practitioners couldn’t care less about public relations research or education, I did praise those who do support us and also acknowledged support from organizations such as the Page Society, the Institute for Public Relations and PRSA.”

CHAPEL: “You did assert that there are serious problems in public relations education. What exactly and who's at fault?”

A few weeks ago we covered the Fleishman-Hillard announcement about their new Animal Care practice. "One of the world's premier PR firms is going to the dogs," is how we put it. Bottom line: With F-H is all about the bottom line. First a Gay Practice, then a Boomer Group, and now they've got a Pampered Pooch Pack. According to F-H: "Some 63 percent of the U.S. population owns an animal of some kind and per-household spending on pets is at record highs with no signs of stopping. In fact, animal health, a $40.8 billion global industry, is growing at a rate of five percent a year, faster than the general economy and faster than many other industries."

Now certainly F-H is known for its exrtraordinary ability to sit, beg and give a paw; but then again, there's a HUGE difference between an obese city wolf and the genuine alpha dog.

Meet Susan Hartzler. Hartzler is a veteran of the PR industry with more than 28 years experience helping clients in the areas of pet care, travel, food, health, beauty and entertainment. Prior to opening her own firm, Hartzler was Vice President at Murphy O'Brien where she specialized in the resort industry representing world renown destination spots such as St. Andrews in Scotland, the Post Ranch Inn in Big Sur, and the Cousteau Fiji Islands Resort. She also made her mark in the entertainment industry promoting both major motion pictures and television.

But recently Susan decided to rebrand and focus exclusively on her true passion, i.e. her pets. She's opened Alpha Dog Public Relations.

Good for her. NOW THAT'S GENUINE PR!

Listen to Susan tell it in her own words...

HOW I REBRANDED MY COMPANY TO FOLLOW MY BLISS
By Susan Hartzler
President
Alpha Dog Public Relations

Joseph Campbell is well remembered for coining the phrase, “Follow Your Bliss.” I have quoted him over and over again in client meetings whether discussing a new venture or brainstorming about positioning an existing client with the media. And now, I am taking that wise advice to heart.

By launching Alpha Dog PR, I have decided to shift focus and rebrand my company to cater to a world I am very familiar with and passionate about… the world of pets. I am already well known in the industry for my love of animals, especially my own dogs who are therapy dogs and visit children in the hospital at County USC each month. I am enthusiastic and excited about this new direction that blends my passion for pets with the knowledge and experience I have garnered throughout my 28 year career. As the pet industry continues to grow, pet owners throughout the country are turning to specialty goods and services like holistic medicine centers, pet-friendly hotels, and even talent agencies to enhance and improve the lives of their beloved pets.

I myself am one of the consumers who uses these goods and services. Last year, when my dog, Baldwin, tore his ACL while competing in agility trials, I researched the best rehabilitation facility in my area to take him to after surgery. Dog Paddle Hydrotherapy and Wellness in Pasadena, CA had Baldwin using an underwater treadmill the moment his stitches came out and he was back to his old self in no time. Shortly after that, my other dog, Bliss, put on weight after finding a bag of cat food in my garage. She took off the weight at the facility during an intense “Jenny Craig” like program that had elements of exercise, nutritional counseling, and massage. Now she is learning to swim at Dog Paddle’s new pool and loves to work out at home on my treadmill. When it comes to pets and caring for them, I have many years of personal experience and can relate as a consumer and as a PR consultant.

In 2000, I opened up my own firm. Since then, HRPR has become a recognized leader in hospitality PR, handling such prestigious accounts as the JW Marriott Las Vegas Resort & Spa, the Renaissance Hollywood Hotel, and La Residence Inn in Napa. I still plan on keeping my current clients happy with outstanding service in travel industry public relations and will add other dog-friendly properties to my list of prestigious resorts and hotels. There are many properties now that cater to families traveling with their pet and my background will be an asset to these properties. I have also experience opening spas such as The Revive Spa at JW Marriott Desert Ridge Resort & Spa in Phoenix and Pure Blu at Newport Beach Marriott Hotel & Spa. Today, many leading spas are inviting canines to join their masters for treatments. Other spas are open just to our four legged friends for health benefits as well as just for fun.

I took a risk by rebranding to the pet industry. Before making my move, I did some market research by asking key industry leaders for their opinions. I got mixed reviews. Some in the industry thought I should continue moving forward in the hospitality world where I had a longstanding reputation. Why fix something if it ain’t broke?

But I remembered something I learned long ago when I was hired to throw the 93rd Birthday Party for legendary comedian George Burns. News crews from all over the world were set up awaiting his arrival. In shuffled a little old man, hunched back, looking down at his feet. He barely made it to the podium. No one even recognized the comedian they had all come to celebrate. The moment the camera lights went on, George Burns stood up straight, there was that twinkle in his eyes and the jokes started flowing one after another. After the press conference, he slumped over again and shuffled out. What I learned that day was the secret that kept George Burns 93 years young. He did not have a career, rather he followed his bliss. He loved the spotlight and it actually made him young every time he stood in front of an audience.

Only time will tell if rebranding my company was the right move to make. I know two little four legged creatures that are very happy about it. Baldwin and Bliss get a kick out of accompanying me when we need a dog or two to help tell a client’s story for a media placement. Bliss appeared on 60 minutes, Baldwin has been featured in the upcoming syndicated series “Dog Tales” and both went with me to Mexico City for Pedigree Pet Food in May. But more than that, my beloved canines continue to be such inspirations to me. When we visit children in the hospital and I see the way they interact without words and how they can communicate without the English language, I realize we in the PR world have a lot to learn from our canine companions. So hopefully, Alpha Dog PR can help get that word out. At least, I will be able to follow my Bliss, literally!

It’s that time of year again, i.e. September is the time to renew your PR Practitioner’s License.

Far fetched? Maybe not. Certainly seems to be a growing movement. Just yesterday the board of directors of The Public Relations Society of America (PRSA) established a task force to explore certification. According to PRSA Chair and CEO Rhoda Weiss, the organization is looking: “to explore professional credentials that could be validated by a outside certification process” with the goal of “a competitive marketplace advantage.”

Of note: Weiss opened her statement saying, “The issue of certification has been discussed, dissected and debated for years.” Indeed, it has. So what’s the hubub now? Hello!! They’re not doin’ it to make friends! The point is that it’s gettin’ pretty wacky out there and if they don’t take hold of the reins, the government will. That would NOT be good.

But according to Toni Muzi Falconi, who’s presently teaching Global Relations at NYU’s Master Program in Public Relations, the pressure seems to be coming from our global partners... as well as, interestingly, the junior ranks. In a class that he is teaching presently, he was surprised to learn that over 60 percent of his students (young up-and-coming professionals from agencies, profit and non-profit organizations) selected “licensing” for their final paper.

We’re thrilled to have Sig. Toni Muzi Falconi weigh in on the topic here today. His words are backed by SERIOUS credentials. Presently, he’s a Senior Counselor at the Italian change-knowledge management consultancy, Methodos. He is the former press attaché and public relations manager of 3M Company in Italy; he’s the former economic and financial editor of the newsweekly L’Espresso, he’s the former editor in chief of the monthly Photo 13 Italiana; he’s the former Director of Communication of Fabbri Editori, then Italy’s largest publisher; and he’s the former head of SCR, Italy’s largest and most prominent public affairs and public relations consultancy. Falconi held the undergraduate chair of Public Relations Theory at IULM University of Milano from 1999 to 2002. He’s taught PR on the postgraduate level at the University of Udine in Gorizia, the University of Bologna in Forli , as well as at IULM University in Milano. Mr. Muzi Falconi is the former President of Ferpi, the Italian Federation of Public Relations. He is also the former Chairman of the Global Alliance for Public Relations and Communication Management.

The guy knows what he’s talkin’ about. Without further ado... Mr. Muzi Falconi: