Guest Commentary

By Laura Walcher

What Target did wrong in its PR crisis

Until last month, I would have bet that Target would be on the short list of trustworthy companies. Target -- where the bargains abound, quality and product diversity is deemed good to superior, and customer service is supreme.

The ABCs of RFPs

A Request for Proposal (RFP) arrives and your immediate thought is a positive one: new business, creative challenge, interesting project, new colleagues, and … money-money-money!

Who’s sorry now, 2013?

“Way back in ’07, I noted the many noteworthy apologists of the time: Don Imus, Michael Richards, Shinzo Abe (Japanese prime minister), Paris Hilton, Paul Wolfowitz, Mel Gibson, George Allen, Rosie O’Donnell. To offset personal depression, I’d rejected the idea of an annual review; yet, given our current qualifiers, I’ve given in. It’s time.

Should you change your company’s name? Not if you can help it

Item: San Diego Convention & Visitors Bureau changes its name to San Diego Tourism Authority.

The ABCs of RFPs

In my long years in public relations, I’ve scrambled to meet various highly enticing RFP (request for proposal) deadlines, with which I’ve had serious and impressive experience and skills.

Minimal marketing techniques intriguing yet risky

The situation: By snail mail, a plain, white business-sized envelope arrives. There’s only a return street address — no company, no name. Inside is a plain, white tri-fold, upon which is typed, ”New website” and a website address revealing the company name. Nothing more.

Six paths to principled business practice

Don't surprise anyone, anytime, anyhow, for any reason.

Your spokesperson: Savior, or not?

In this era of WikiLeaks, everyone's a "journalist" -- journalistic ethics and search for the truth, often be damned. And, unlike previous decades, our 24/7 news cycle has decreased our power to issue and control our company's or organization's message.

Should you change your company's name? Not if you can help it

Item: San Diego's Wild Animal Park changes its name to "The San Diego Zoo Safari Park" Good move? No.

Media training for Tony -- alas, too late

If you've been under a rock for the past few months, as BP's escaped oil gushes into the Gulf of Mexico and beyond, trashing business, tourism and not the least, countless birds and fish, you won't know about Tony Hayward, who, quote-by-quote, deepens the hole in which his company is drowning.

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Laura Walcher

Walcher is principal public relations counsel to JWalcher Communications....

About the author