Ending Rumors: CBS Clarifies Release

If some fans are still wondering, and some of them are, CBS did release episodes of Jericho Season 2 to the media. But it only released these episodes to the media, which is a common practice in the industry.

This isn't a guess. CBS was kind enough to follow up today after I requested clarification. Given this, any speculation that the network intentionally leaked three episodes for general consumption and Internet download appears to be untrue.

Personally, I want to offer my kudos to Jericho fans for their resolve in promoting the show on their own, without links to the full episodes. Instead, many of them have sent invitations to watch the new season on Feb. 12 or asked potential viewers to visit the CBS Jericho site for abbreviated sneak peeks and promos.

Assuming there isn't another source that could have distributed these episodes, it does leave me wondering. How much has new media changed all media, when full length screenings can no longer be entrusted to critics without being openly released on the Internet?

Leaking Jericho, Season 2: Three Full Episodes

In 2006, Jericho Season One was one of many new shows with its first episode or so leaked to the media and across the Internet for early viewing. The same now seems to hold true for Jericho Season Two. At least three episodes can be found on the Internet. Maybe more.

Post spoiler: if you are looking for a download link, you won’t find one here. I have verified their existence, but do not support the proliferation of what may be bootlegged content.

One of the earliest mentions of the leak popped up on TorrentFreak and then again by a fan from the United Kingdom on the CBS Jericho message boards, leaving others to wonder when, where, who, how, and why, but most importantly, will it help or hurt ratings come Feb. 12?

They are all good questions. And there are no easy answers, especially when it is uncertain who was the source of the leak and whether or not it was intentional. Regardless, releasing three episodes from a truncated seven-episode season seems to be severe by any measure.

Unintentional Leak

Reviewers and critics are privy to advanced screenings in order to give them a leg up on their publication deadlines. Sometimes, spoilers and advanced screenings are, er, accidentally leaked to the public. This can help a show, or hurt it. It’s a craps shoot.

Given Jericho is one of the few non-reality shows to have any unaired content while the writers strike continues, releasing three of seven episodes to anyone seems excessive. I’ll wait to be enlightened.

Intentional Leak

Sometimes, networks, studios and producers do leak information and complete episodes to generate additional buzz and excitement for a show, especially if they lack confidence in the product and/or promotion. (Then again, BitTorrent continues to see an increase in intentionally leaked network shows, regardless of merit.)

For me, there doesn’t seem to be any logical reason for CBS to intentionally leak Jericho, which has survived almost a year as the most-talked about show without a schedule in the last decade, maybe history. But that's not to say CBS doesn’t make mistakes now and again, especially when it treads the unfamiliar territory that surrounds this crazy town in Kansas.

If anything, an intentional and 3-deep leak for this show would have risked much more than it could ever hope to gain, potentially derailing all efforts that have been mounting buzz around the countdown. Worse, it could be a disaster if non-fans circumvent fan efforts by harshly critiquing these shows simply because they can.

As I’ve said throughout this campaign, there are some people who would like Jericho to fail, especially those who despise popular movements and, well, social media in general.

What To Do About It

From the fan perspective, pretend it doesn’t matter. Focusing on the leak is nothing more than a buzz kill for the countdown excitement, which is where it will matter most to capture Nielsen families.

If the leak becomes the only news, and it might, then it could trump consumer marketing efforts much like child labor law news damaged Kid Nation. In other words, staying the course seems smart for fans, even if it is only out of feelings for solidarity.

Besides, many fans have been working hard to drum up some interest on their own with some worthwhile ideas slowly taking hold as their first prize is only weeks away. I suggest people let them do it their way. It’s their show as much as anybody else.

Disclaimer: This is Monday’s post, leaked Sunday night. Darn.

Digging In: Marketing vs. PR

Can two people be right and wrong at the same time? Bill Sledzik, associate professor in the School of Journalism & Mass Communication at Kent State University, and Geoff Livingston, author and owner of Livingston Communications, beg the question.

Sledzik is distrusting of the integration of public relations under marketing. Livingston believes in the convergence of integrated communication under marketing.

They are neither wrong nor right, or perhaps they are both wrong and right. Take your pick. Both present compelling arguments, although both posts also have points that nearly threw me out of my chair in a twisted grimace caused by the collision of comedy and tragedy — there were several such moments, but I’ll stick with the one that made me chuckle while reaching for the Tums.

Livingston’s erred definition of public relations using an online dictionary brutally misrepresents the function of public relations. And Sledzik, pulling out the dusty classical collegiate definition of marketing as defined by the 4 Ps (product, price, place, and promotion) only reinforces what many modern marketers gave up in favor of sales and profits decades ago.

If there is a convergence crisis, it is only because communication-related industries have become so fragmented and the definitions so misshapen that respected professionals in both disciplines spend more time lobbying to be above each other than they ever do to benefit their companies or clients. And if it was bad before, expect it to get worse as social media has made the battle lines look more like WWI than WWW II.

“But wait,” some might say, scratching their heads. “I thought Richard Becker was an advocate of integrated communication.”

You bet your bippy I am. But not under the condition that marketing or public relations will take the lead. You see, Sledzik is right. They are two very different disciplines. And yet, Livingston is right. We need better communication integration. But neither is right because while marketing and public relations intersect, neither can replace nor lead the other. Arg!

A Letter From Switzerland

As a longtime accreditation examiner for the International Association of Business Communicators, I have the pleasure of grading exams submitted by some very bright people, many of whom have more than a decade of experience in some facet of communication and can be easily considered leaders in their respected fields — marketing, advertising, public relations, internal communication, investor relations, community relations, etc. et al.

Specifically, this rigorous peer review process challenges candidates to demonstrate their ability to think and plan strategically and then manage the skills required to effectively implement tactics that are essential to effective organizational communication, which includes marketing, public relations, media relations, external relations, internal communication, and crisis communication.

You can learn more about the accreditation process here and as an accreditation liaison for the local chapter in Las Vegas (accreditation chair), I’ll be writing more in weeks ahead.

For the purposes of this post, I’ll simply touch on that this is a globally accepted standard of knowledge and proficiency in organizational communication, enough so that some universities recognize it as the equivalent of a master’s degree and some government agencies recognize it as an expertise that precludes certain jobs from being sent out to bid (though, some human resources departments do not). It is denoted by the designation Accredited Business Communicator (ABC), which is not to be confused with the APR, as offered by the Public Relations Society of America. (The tests are different enough that several attempts to combine them since the 1980s have failed.)

I mention the ABC today because, while I cannot share specifics as I am bound by confidentiality, my experience in grading these exams may shed light on the challenges associated with integrating communication from the disciplines of marketing or public relations. Put simply, as an examiner, I can tell which school of thought with which the candidates are most comfortable and, often but not always, razor sharp focus in either leads to communication breakdown.

Observations From The Front

An overly general and probably unfair characterization reveals accreditation candidates with a heavy marketing background tend to lack empathy and seldom consider various publics beyond their target audience, treating the transaction as more important than any long-term relationship and dismissing qualitative research with the wave of a hand. Whereas candidates with a heavy public relations background do not always link their objectives to any sort of measurable outcome, leaving one to wonder if they understand the difference between public relations and publicity (the latter is tied to promotion, folks) or realize that all the positive media in the world won’t change anyone’s mind.

Neither discipline really considers the long-term consequences that communication may have on multiple publics or how to craft a single message that will appeal to publics that have varied and even conflicted opinions about the same subject. Most do not even know how to craft communication about downsizing that will make shareholders cheer without disenfranchising and demoralizing internal stakeholders. And sometimes, in the push to redefine communication, especially with the advent of social media, many neglect the core tenets of their own disciplines, with marketing hijacked by profit seekers and sales, and public relations prowess measured by the size of an electronic media Rolodex.

In truth, both have seemed to give up ground in the areas where they have the most influence in favor of only one P, which is very place they seem to intersect — promotion. In such a world, marketing becomes sales; and public relations becomes publicity. And neither of these two distorted views of communication will have any lasting impact or profound ability to change behavior in such a way that a brand might actually become a cultural statement.

Organizational communication, though I prefer to call it strategic communication, is about much more than marketing or public relations, but values them both more than they value each other. And while some intuitive professionals may at times push above their marketing or public relations background to become a communicator, most will forever be encamped on either side of the “No Man’s Land” they created, machine guns blazing from the trenches.

And that is why Sledzik and Livingston (two people I hold in high regard in case you don’t know that), peering out of their respective foxholes, are both right and wrong. We need to integrate communication, but it will take much more than public relations or marketing to do it. See you in Versailles.

Blogging Buzz: Gilbert Arenas

What is it about blogs that makes everyone go batty?

When I first spotted Stephanie Kang’s article in The Wall Street Journal that suggested brand marketers aren't sure about endorsers who blog because of Gilbert Arenas, it seemed like a "must read" despite the obvious.

The obvious is that celebrity endorsements have always been a mixed bag — as anyone who picked Michael Vick can tell you. The value of the endorsement is tied to the status of the celebrity, based on professional performance and personal brand.

But then this story goes off the wall a bit. You can read it if you like. It's a story about a Sept. post that “shocked” Adidas when Arenas blogged about a redesign. Arenas, it seems, didn’t like the first draft.

”So I looked at the shoe and I straight killed it. I killed it so much I think I made everybody uncomfortable. How do I go from the Gil Zero to this? That was my whole argument. Nobody is going to wear this shoe.”

Supposedly, this blog criticism of Adidas' new signature shoe forced the shoemaker to rethink the design. Adidas spokesman Travis Gonzolez even said they took a step back. He told The Wall Street Journal they decided “It's Gil being Gil and there's not a lot we can say. We don't want to affect what he writes.”

But something doesn’t add up. According to the post, it seems the resolution to fix the shoes was already made. So how could the post be a shocker that sparked a redesign? If anything, it was a sales pitch. Arenas mentioned all 20 different versions of GilIIZero shoes, included release dates, and plugged his input into the redesign. Wow!

Look, here's the meat: celebrity blogs mean big business for endorsers and the companies they blog about. In recent months, Arenas has “extended an existing contract with Adidas, signed a deal to be on the cover of 'NBA Live 08' from Electronic Arts Inc.'s EA Sports, and signed a four-year deal with basketball maker Spalding, a unit of Atlanta-based Russell Corp. Mr. Arenas also endorses Coca-Cola Co.'s Vitaminwater.”

This is one Wizard who is pretty smart. He knows that lightly criticizing his marketing partners drives traffic. In fact, criticism with a happy ending as presented in the Adidas story is probably better than a straightforward sales pitch. He’s not the only one who knows it. EA Sports is already on board.

"We knew if there was something he didn't like, he would say so -- probably to everyone," Jordan Edelstein, marketing director at EA Sports, told The Wall Street Journal, but ultimately the company decided that Mr. Arenas's honesty was a plus: "That's why his fans respond to him. ... We felt it was worth the risk."

Of course it is worth the risk! Anytime Howard Stern or David Letterman talked about their bosses, the ratings went up, not down. It’s not about blogs, it’s about old-fashioned buzz. Blogs are optional.

If you want something else about Arenas with more substance, check out Basketball is Brotherhood coming this month. Now that's a campaign.

Paying For Politics: You And Me

“Thousands of active troops and veterans were subjected to Mr. Limbaugh’s unpatriotic and indefensible comments on your broadcast,” Senate Majority Leader Harry Reid (D-Nev.) said in his letter to Clear Channel Chief Executive Mark Mays, which mirrors his statements on the Senate floor. — The Hill.

Yet, as far as I know, the only people subjected to Rush Limbaugh are people who listen to his show. But, nonetheless, so it begins. Tax dollars, yours and mine, are being spent this week on letters and speeches delivered in Congress to denounce, discredit, and censor. We might as well enjoy the circus, provided the price is nothing more than tax dollars and not free speech or the right to address grievances with our government.

“Well, I don’t know. Maybe he [Rush] was just high on his drugs again,” said Sen. Tom Harkin, (D-Iowa) as reported by Michelle Malkin. “I don’t know whether he was or not. If so, he ought to let us know. But that shouldn’t be an excuse.”

Taking time to record that comment into our Congressional records is so much more important than “providing assistance for poor and elderly families to afford to heat and cool their homes, and the need to continue our commitment to improve education for our nation's children."

This week is banned booked week. It’s sponsored by the American Library Association, American Booksellers Association, the American Booksellers Foundation for Free Expression, the Association of American Publishers, the American Society of Journalists and Authors and the National Association of College Stores.

Hundreds of books are challenged every year. And those who aim to strike them from the shelf often use statements that sound dangerously similar to those of Sen. Reid’s … “This comment was so beyond the pale of decency that it cannot be left alone."

Indecent. Immoral. Impudent.

What are these books? You know the ones: The Harry Potter series by J.K. Rowling, “The Chocolate War” by Robert Cormier, the Alice series by Phyllis Reynolds, “Of Mice and Men” by John Steinbeck, and “I Know Why the Caged Bird Sings” by Maya Angelou.

All of them round out the top five most challenged books since 2000, but Judy Blume is still the most challenged author. In fact, there were more than 3,000 attempts to remove books between 2000-2005.

You might note that these challenges are not ancient history. On the contrary, they are alive and well today. Challenges to our civil liberties that unnoticed would silence our people. Challenges that aim at radio talk show hosts for talking about what other people already knew. Challenges that convinced me to lend some of my Sunday to The Gylon Jackson Show to discuss a few free speech concepts:

• Don’t allow the ignorance of others to have power over you
• The abuse dies in a day, but the rule of law lasts forever
• We have to protect free speech, even speech we find offensive
• The remedy for the abuse of free speech is more free speech
• Most people want free speech for “them,” but not other people
• Critical speech gives you an opportunity to gauge issue temperature
• Specific words that offend people tend to change over time

Today, given the controversy surrounding Limbaugh, we might remember those points. Or perhaps, maybe it would be best to remember the words of Dwight David Eisenhower …

”And we have got to fight it with something better, not try to conceal the thinking of our own people. They are part of America. And even if they think ideas that are contrary to ours, their right to say them, their right to record them, and their right to have them at places where they're accessible to others is unquestioned, or it's not America.” — Eisenhower

Challenging Reality: Jericho Jinx

The first to feel the sting was Mark Burnett’s failed reality series, Pirate Master. The show ended with a whimper on Aug. 28. The final episode aired online, more than a month after CBS had yanked the first program to be targeted by Jericho fans.

Now, Kid Nation, which is CBS’s second attempt to put up a new reality show, this time into the 8 p.m. Wednesday timeslot, is at risk of becoming an advertising ghost town, according to Advertising Age.

Procter & Gamble Co., General Motors Corp., Ford Motor Co., Pepsi-Cola Co. and Anheuser-Busch all have taken a pass on the program that begins Sept. 19. P&G offered the most pointed comment: Kid Nation is just not in our brand strategy at this point. Several more advertisers would not comment.

While media buyers and advertising gurus expect the first episode will generate respectable ratings, companies are beginning to wonder if low cost reality shows have oversaturated the market. Critics are wondering too, with some mentioning that CBS already has a backup for the public relations marred Kid Nation, which has been plagued by questions of the legal, moral and ethical issues arising from its unconventional production.

Will the show prove its potential as a child star marker or simply cause more headaches than it is worth? Looking back, one can only imagine that CBS might feel drained by the decision to ever cancel Jericho, which, ironically, is its number one most talked about show despite an insecure start date and only seven episodes being produced.

Even though the show supposedly lost steam, it still managed to pull in better numbers than anything else CBS has since thrown up in its place. Not to mention, many Jericho fans are quick to point out that the midseason break, poor marketing, and the lack of a suitable rating system — not the show — all contributed to what now seems to have been an erroneous perception.

On CBS’s side at the moment is the simple fact that Jericho fans are becoming comfortable that one day, their show will return to a different time slot (while Pirate Master was unlikely to succeed, the premiere had also suffered from a Jericho fan boycott just prior to the decision to reverse the cancellation). CBS is also looking for more ways to market while creating unique revenue streams. Recently, it purchased SignStorey, a US company that broadcasts advertising-supported television in retail outlets. The price: $71.5 million.

The acquisition may make sense as a short-term investment. In many ways, the increasingly popular concept of in-store advertising that targets shoppers just before they make a purchase is an early predecessor to mobile advertising. Hmmm… maybe they could market shows when other advertisers aren’t buying up the time.

While sometimes preempted reruns on Friday nights haven’t necessarily convinced everyone that Jericho’s return will be able to outperform its initial run, there is no question that everybody, even critics, are hoping for a Cinderella story. So one question remains: if Kid Nation does flop (which we don’t know that it will), what will it take for CBS to end what might one day be called the Jericho jinx?

Going For Backlash: Humane Society & PETA

As covered by The New York Times, The Humane Society and PETA have taken an interesting position on global warming: Hummers are good; hamburgers are bad.

"Environmentalists are still pointing their fingers at Hummers and S.U.V.’s when they should be pointing at the dinner plate,” said Matt A. Prescott, manager of vegan campaigns for PETA, who said PETA is outfitting a Hummer with a driver in a chicken suit and a vinyl banner proclaiming meat as the top cause of global warming.

While the Humane Society is placing its faith in a United Nations Food and Agriculture Organization report that claimed the livestock business generates more greenhouse gas emissions than all forms of transportation combined, we might point out one obvious flaw — it's not the eaten animals that are contributing to greenhouse gases.

There are others. Disrupting the habitats of animals to drill for oil might qualify as hypocrisy. Alienating increasingly environmentally-conscious consumers by stating they “cannot be a meat-eating environmentalist” seems counterproductive. And promoting the concept of choosing the lesser of two evils seems, well, off the ranch.

While the ad might work in achieving some media buzz for its B-grade shock value, it has no strategic merit. If anything, all it really does is reinforce what critics has been saying for years: they don't care about doing right as much as being right. (In the article, Prescott all but said they are counting on critics to make this ad an issue.)

And that's too bad. Given that 87 percent of those surveyed in one recent study said they are seriously concerned about the environment (though not necessarily ready to give up meat and SUVs), the timing couldn't be worse. Why? Because crackpot creative might get some publicity, but it's often at the expense of credibility.

Answering Dumb Questions: Miss South Carolina

Almost anyone can sympathize with the notion that even the most polished presenters can experience stage fright at the worst possible time. Without question, that seems to be what happened to Miss South Carolina during Miss Teen USA.

When asked why she thinks “one-fifth of Americans cannot find the United States on a map, “ Miss South Carolina offered up one of the most perplexing answers and solutions in the history of all pageants.

“I personally believe that U.S. Americans are unable to do so because some people out there in our nation don’t have maps.” — Lauren Caitlin Upton

Upton then went on to offer a solution that included, um, better education in third world countries. Despite the flub, she still finished third, which further demonstrates just how important the question and answer segment was to the pageant.

To redeem herself, Upton agreed to appear as a guest on NBC’s “Today” show where she was given a do-over. “I believe that there should be more emphasis on geography in our education so people will learn how to read maps better. Yay!”

Hmmm… I don’t know if that is any better given the do-over drove 1.5 million more people to see the original flub on YouTube (4.5 million and counting). Maybe someone should have advised Upton to say something completely different.

“The question took me aback because I personally don’t believe that one-fifth of Americans cannot find the United States on a map. I’d like to see the methodology of that study because I doubt its objectivity.” Or maybe …

“What kind of propaganda is Miss Teen USA trying to spread about our country anyway? That’s what I’d like to know.” Or maybe …

“Hey, what difference does it make? I was the third runner-up. Yay!”

Instead, Upton has become the pageant’s patsy despite her third runner-up position, which may or may not have softened the blow, and the Miss Teen USA pageant has succeeded in deflecting all accountability in asking a question that would have made most people ask: “What the heck are you talking about?”

Worse, as many excuses as she gave for not being able to answer the question (including one that was coached to her by a sympathetic host), one wonders if Upton’s appearance helped at all. Here is the do-over, courtesy of the Gawker, who preferred the first answer.

Granted, Upton had to answer the question because it was part of a pageant. However, we can’t help but to provide some hard-learned lessons for up-and-coming semi-public and public figures: don’t answer dumb questions because it will increase your propensity to provide a dumb answer; if you do answer, make sure you prepare one solid response that addresses the mistake before going on the “Today” show; and, most importantly, never take the “do-over” because while it’s cute for the show, it doesn’t do anything for you.

Driving Ads: FreeCar Media

FreeCar Media, which is a nontraditional marketing company with offices in Los Angeles and New York, seems to have stumbled upon the right guerilla marketing mix by leveraging prime advertising real estate — consumer-owned vehicles.

According to a recent The New York Times story, thousands of motorists are already signing up to have their cars and trucks wrapped in advertisements. While the story said the mentions a stipend of up to $800 a month, FreeCar Media only includes for up to $400 per month on its Web site, which covers some car payments.

In some cases however, drivers may not have to think about payments at all. Some receive a new car to use for about two years in lieu of a cash stipend (insurance and gas is still the responsibility of the driver). As an interesting side note, applicants seem strongly encouraged to consider changing their policy to Progressive, creating a guerilla marketing campaign of sorts within a guerilla marketing campaign.

This might trump the old saying “never look a gift horse in the mouth,” but perhaps just a bit. Pause long enough to know what you are filling out as wrapping the vehicle might not be the only criteria. Those chosen are also asked to refrain from smoking, littering, or swearing in their vehicle (easy); attend a monthly “influencer event” where they hand out samples or coupons (moderate); and send reports and frequency updates that include photos of where the cars have been (hard).

Applicants are not always selected because it is the advertisers who choose the drivers they want. This decision, according to the company, is largely based on how much information the applicant is willing to provide. However, whether the company uses this information for other marketing purposes is also not clear.

What is clear is that it has worked for some products and companies: Pringles, HBO, International House of Pancakes, and Tang are all among them. In the Pringles case study from 2001, a fleet of 25 consumer-owned vehicles were wrapped in Atlanta.

At the inception of that campaign, all 25 vehicles lined up in front of Turner Stadium for a Braves vs. Mets game. All the drivers and their families (which consisted primarily of soccer moms/dads), sat in the back of their vehicles passing out free Pringles samples to 52,000 baseball fans. It was not clear whether the families received additional compensation for their time at the game or if the wraps were removed at the end of the 3-month campaign.

What is starting to interest me is how far consumers will allow advertising to permeate their lives and what are the long-term consequences to the dilution of the message. Already, some studies suggest it takes well over 200 impressions to have the same impact 80 impressions did just a few years ago. (And this doesn’t include any opt-in mobile phone advertising programs that are likely to be introduced in the future.)

Still, mobile billboards (if not consumer cars) does make sense for some advertisers. Although FreeCar Media estimates almost 70,000 other motorists and pedestrians will see the advertisement daily, most mobile billboards offer better reach along planned routes (and use much more conservative numbers). We’ve arranged some in the past; they are exceptionally well suited to targeted location/route advertising.

So how do you top this? If you want some ideas, visit Las Vegas where advertising wraps have reached new heights. EliteMedia, which specializes in outdoor advertising, has placed huge advertisements on several iconic hotels, including Mandalay Bay and the Luxor. You can see some of the recent wraps on their blog.

Seeing an ad cover an entire building seems fun, or in some cases, um, interesting. It also makes you wonder. If your niche blog doesn’t excite people, maybe you can consider how much the average residential garage door might be worth, a yard sign during peak political season, or perhaps spiffy ad wraps for frequent fliers.

Behaving Badly: Jobster CEO

Jason Goldberg, CEO of Jobster, an online career network, has once again succeeded in doing what he seems to do best. Any time the sailing seems too smooth or the skies too blue, he veers his venture capital-funded ship and its shareholders’ money off course to find a storm of his own creation.

This time, apparently prompted by moderately reliable Alexa analytics, he sent former employee and shareholder Jason Davis a cease-and-desist letter to either close down Recruitingblogs.com (which I recently reviewed) or force broker a deal to, in Goldberg’s words, “work this out in a way that benefits everyone.”

According to Goldberg’s letter to Michael Arrington at TechCrunch, Davis is in violation of a non-complete clause that Davis signed as part of a contract to manage Recuiting.com for a year (after he sold the site to Jobster). After the one year contract was complete, Davis launched Recruitingblogs.com. Goldberg’s position and the message he thinks he is communicating is this:

“Our overarching intent at Jobster and with our Recruiting.com Website remains to foster online community in the recruiting industry — the more the better. At the same time, Jobster needs to ensure that our employees and contractors uphold their commitments.”

It seems to me and others that Goldberg is communicating something else …

• He has not learned that virtually no communication, especially bad communication, will remain private. Sooner or later, it will be made public.

• He is not above attempting to manipulate and intimidate people into giving Jobster and Recruitng.com some sort of leverage over others, Recruitingblogs.com in this case. It’s laughable at best, unethical at worst.

• He does not have faith in John Sumser’s management of Recruitng.com to retain and attract visitors. If he did have faith, there would be no reason for Jobster to threaten legal action to protect a Digg-styled blog portal against a very different offering, which I called an open niche social network on Ning. (Even Sumser, who I enjoy from time to time, doesn't seem to have much faith in his abilities either.)

• He is a rash, impulsive executive without empathy; it sometimes seems like he wants to come across as a hardhearted bully, but in reality, this action seems more like a spoiled child throwing a tantrum because he made a bad decision in not renewing Davis’ contract.

• He comes across, once again, as being disingenuous by saying that “We at Jobster are actually big fans of the Recruitingblogs.com Website … we’ve also offered/suggested that there is probably a good way for us to work together going forward.” A cease-and-desist letter is usually the last communication, not the first communication, in fostering positive business relations.

From a communication perspective, legality issues aside, even if Goldberg and the much-loved-by-the-recruiting-industry Davis can reach an amicable agreement as they both suggested they might, Goldberg has already lost. He has created a potential crisis in using the supposed weight of his company to censor a niche social network, that has yet to make any money, just because he feels threatened by even the most indirect competition and comment.

Goldberg’s best course of action, assuming he doesn’t want to become another “laugh piece” for The New York Times, is to admit that he overreacted and retract any hint of taking legal action. If he does not, the potential ramifications will likely be that Recruiting.com will continue its decline (caused by its own inability to remain relevant even though it could be), and Goldberg will solidify his personal brand as someone who is either not to be taken seriously or to be avoided at all cost. This would not bode well for Jobster, as mentioned on the Recruiting Animal Show.

Promoting Jericho: Fan Buzz

Since reversing its decision to cancel Jericho, CBS has entered into a developing partnership of sorts with fans. The network released the summer rebroadcast schedule for them to promote (9 p.m. Friday, July 6), requested input on the Jericho boards (hint to CBS: see NBC's Heroes), and engaged some fans with direct participation.

Keep in mind, it has only been 10 days since Jericho was resurrected (even though it feels much, much longer). How are the fans doing? Not bad. Slowly, there has been some semblance of organization, but overall, the focus seems to be on ideas (even on the CBS message boards). So, we thought it might be fun to highlight a few ideas that stand out and skip on organization for now, hoping things don’t become more fragmented.

Fan Ads. "Rubberpoultry," who has designed several ads and banners for Jericho fans, has become a central contact for promotions. He designed the ad above, which has great graphic merit despite missing a bit on the message. While the message appeals to fans, the copy would be better served if it was written for non-fans, providing a better call to action (same with the banner). Don't get me wrong though, it's among the best of the best. For a fairly comprehensive roundup of images, scroll to the bottom of this Jericho page.

Fan Radio. If anyone earned the moniker "voice of the fans," Shaun O Mac nailed it. Enough so that CBS flew him out to meet some of the stars (Skeet Ulrich, Brad Beyer, Richard Speight, and Bob Stephenson) and Carol Barbee, executive producer of Jericho. CBS filmed some of the tour; and the footage is rumored to be made into a video news release or perhaps make the DVD. On June 10, Shaun invited me as a last-minute guest on his show. It was fun, but Jericho fans will likely enjoy some earlier shows with several of the Jericho's stars and Barbee. Shaun's someone to watch, er, listen to when he talks Jericho or not.

Fan Forums. While most fans seem to use the CBS message boards as a focal point, I still think Jericho Rally Point is better suited for fan business (unless fans want CBS to usher in the fan club). NutsOnline also launched a Jericho fan forum with the best idea there to break up the forum into states, similar to an effort on Yahoo Groups.

Fan Groups. Speaking of fan groups, Lisa Lludvicek has done a solid job communicating and coordinating some efforts in Kansas, including her promotion of 11 viewing parties before the debut of the second season. The viewing parties, held at Governor’s Stumpys Grill Kansas City, are purposely not held on nights that CBS airs Jericho. They do provide fans an opportunity to meet each other, rally more viewers, and raise funds for Greensburg, which was devastated by tornadoes.

Fan Blogs. Several blogs have sprung up and JerichoOnCBS is one of my favorites. Lisa Coultrup (kystorms) has done a solid job keeping up on the news and adding some great round-ups, including: letters from producers and celebrities, and various online contact points. In many ways, she’s providing a centralized round-up that forums just can’t deliver (check out rubberpoultry's Star Wars/Jericho parody there!). Another blog, Jericho Monster, provides a broader view, which includes conversations about the Nielsens and a link to the Black Donnellys petition.

A few other ideas that deserve mention are the pursuit of the Guinness submission and the Jericho Saved site by Jeff Knoll. The latter includes a great summary of his media tour with Lennie James (that was as brilliant as the purposefully stark nut ads Knoll produced).

So, assuming the fans still have an 8-9 million viewer base to work from, they only need 3 million more viewers to have a hit show or close to the top 20. It's doable. It seems to me CBS is doing its part on several levels, making me seriously doubt those rumors that the new seven episodes were nothing but a ruse to end the war. I think CBS has decided it might as well go for a winner with Jericho. Kudos to them for doing what appears to be a 360-degree turn on how CBS sees its viewers.

That's not to say the story is all hugs and roses. Far from it. Some fragmentation, duplication of efforts, and the lack of a solid message targeting new viewers are all working against the greater effort (before it was nuts, but nuts doesn't seem like the right message anymore). It's not surprising; protests are always easier to grow than a fan base. To her credit, Schumi has done some good in delegating "idea" categories to willing volunteers. While I wish it would have been done a bit different, it's still a step in the right direction.

Saving Jobster: Joel Cheesman

In December 2006, Jason Goldberg, CEO of Jobster (one of the first employee recruitment search engines and “somewhat, sometimes” transparent CEO blogs), embarked on a perilous crisis communication adventure when he asked his employees to ignore rumors of a mass layoffs. "Put down your pencils .... calm it down, relax a bit, and have a nice holiday,” he said. “We’ve got big news to give ya before the new year."

Although Goldberg dismissed outsider speculation, despite leaving hints on his own blog over the holidays, 60 of the company’s 148 employees were laid off, which was much worse than any one had guessed.

For my part, the entire story presented itself as a living case study in crisis communication (what not to do) with one question that remained unanswered for the better part of six months: could Jobster erase the reputation damage it endured externally and the employee morale flogging it weathered internally?

While I appreciate there are still plenty of people who say Jobster’s business model (or lack thereof, some claim) will one day be its undoing, I submit that the company has moved beyond the employee post-holiday massacre. Yet, perhaps even more ironic, some of the credit to ending the great Jobster layoff debate doesn’t even belong to Goldberg. It belongs to Cheezhead’s Joel Cheesman in April.

How did Cheesman help save Jobster from existing in a Groundhog Day-like movie, reliving the layoffs over and over again? Simple. After promising a public smack down between himself and Goldberg at a recruiting conference, Cheesman, in his own words, left people with “less rumble, more mumble and fumble.”

True. The worst of the four non-smack down questions was when Cheesman asked Goldberg “what does Jobster want to be when it grows up?” And then, after Goldberg appropriately addressed his understanding of the modern career market (you cannot intern with a master-class spokesperson like President Bill Clinton and not learn a few presentation skills), the Cheezhead summed up an even better answer for his so-called adversary, saying Jobster wants to be “a career center for the digital age.” Yep. That will work.

The better questions, perhaps the only questions that really needed to be asked, have never been answered: why did Goldberg hint, then deny, then confirm layoffs at Jobster? And, how can Goldberg think he was being transparent when all of his actions represented the exact opposite of transparency? But alas, asking those questions and two or three follow-ups is what makes for a great aggressive media session. (I’ve had clients reach over the table as if to hit me during mock media sessions before they are reminded that it’s only practice and my questions are nothing but “acting” the part.)

I don’t think Cheesman has had such training so it’s no surprise that he killed the great Jobster layoff debate by jumping the shark in a face-to-face venue that is remarkably well suited for Goldberg (as if we didn’t know that; he founded a company with about $40 million in venture capital). Of course, I am not saying that Cheesman “saved” Jobster single-handedly. Goldberg has done a fine job at improving Jobster’s communication, including the Jobster blog.

While you won’t often find the kind of entertaining hot talk and foodie reviews that used to drive traffic there, the blog does read better and includes a few more voices than it once used to. So while the traffic numbers are much lower than before, the blog seems to be better targeted in attracting the attention of people who might be interested in Jobster as a customer or investor.

Although Goldberg still likes to hint on occasion, and sometimes without a payoff on those promises, he still tosses out ideas that seem interesting to me. Can anyone really become a sourcer with some simple online technology? Will the pay-for-applicant model really revolutionize recruiting? Can Jobster really keep its communication tight, focusing more on its message than everyone else’s? Will the now Goldberg-employed John Sumser save Jobster-owned Recruiting.com or let it fade away into the abyss of forgotten blogs?

I don’t know. It is certainly something worth watching even though the living case study on Jobster’s layoff debacle has come to a close (I meant to wrap it weeks ago until Jericho fans pushed back the post for days and then weeks). That said, you’ll have to wait for a book that recaps the Jobster case study with some additional insights. Yep. For better or worse, Jobster earned its chapter.

Slaying Media Statements: Paris Hilton

One of the least understood and possibly most abused tools in the public relations arsenal is the media statement.

Once upon a time, it was simply meant to grab the attention of reporters and give them a lead on a story. Today, however, it seems like more and more celebrities, elected officials, and corporate executives are attempting to use them as masked position pieces with little interest in reporter follow up.

In fact, most statements made today try to end stories, not begin them. It almost never works. Sure, there are plenty of examples out there, but Paris Hilton's recent weekend statement, published by the TMZ, really drives the point home. (Hat tip to Spin Thicket for the link.)

"Today I told my attorneys not to appeal the judge's decision. While I greatly appreciate the Sheriff's concern for my health and welfare, after meeting with doctors I intend to serve my time as ordered by the judge."

Stop. The first graph of her statement works. It might have worked better with a little polish and perhaps a better reveal of what her doctors concluded, but this would have been short, sharp, and to the point. Unfortunately however, it doesn't stop ...

"This is by far the hardest thing I have ever done. During the past several days, I have had a lot of time to reflect and have already learned a bitter, but important lesson from this experience."

Um, stop. The second graph begins to tread murky water as an attempt to employ the traditional practice of showing empathy, sympathy, or embarrassment. You know: I'm sorry, I learned my lesson, it won't happen again. Except, in this case, it's blatant overkill. Paris Hilton had a probation violation. And unfortunately, it doesn't stop ...

"As I have said before, I hope others will learn from my mistake. I have also had time to read the mail from my fans. I very much appreciate all of their good wishes and hope they will keep their letters coming."

Um, please, really, stop. While I believe Hilton might mean some of it, it's beginning to read as a publicity ploy. It lets people know that although the media has been covering some overzealous public outcry, she still has fans. This is a mistake that is easily seen in the next graph, because, unfortunately, it just doesn't stop ...

"I must also say that I was shocked to see all of the attention devoted to the amount of time I would spend in jail for what I had done by the media, public and city officials. I would hope going forward that the public and the media will focus on more important things, like the men and women serving our country in Iraq, Afghanistan and other places around the world."

Um, really, please, please stop. You're killing me. While she might be right about media coverage in general, some sentiments just doesn't ring true. Like many who act as fair weather friends to the media (please cover me when I win, but never when I lose), Paris is attempting to shift the story at best and shame the media and others at worst. It's doesn't work, especially on the heels of calling for good wishes and more letters.

All in all, this statement becomes a classic example of having just enough rope to hang oneself, which is typical of most statements issued today. You see, the best statements are simple. They avoid infusing too many facts that are unrelated to the story. In this one from Paris, it carries no less than fifteen (maybe more) points, ranging from sincere to uninspired to just plain silly.

When you issue a statement like that, the best you can hope for is that a reporter will focus on one point. The worst thing that can happen is they publish it in entirety, which is exactly what happened here. Yeah, publicity. It's seldom around when you need it to be and always around when you don't.

Bailing Paris: Sheriff Lee Baca

Sometimes when you win, you really lose. At least that seems to be the theme for Paris Hilton, who was released from jail yesterday for a mysterious mental medical condition. She was released after serving three days of a 23-day sentence.

With more public outcry than most mass murderers, media and concerned citizens made her the poster child for "buying freedom." Suddenly, without warning, the publicity beast she has gracefully embraced for more than a decade turned to bite her back.

The decision to free Hilton prompted attorney L.A. city attorney Rocky Delgadillo to file a petition questioning whether Sheriff Lee Baca should be held in contempt of court for releasing Hilton, led to media coverage that largely mocked the Hilton heiress, and convinced Rev. Al Sharpton to organize a march protest. Superior Court Judge Michael T. Sauer then ordered Hilton to report to court today at 9 a.m.

"There are any number of cases of people who handled being incarcerated badly and even have health conditions that are not released," Sharpton told The Associated Press. "But I think that it gives a very bad signal when Ms. Hilton is treated any differently than any other parole violator in their county or in this country."

While I have a hard time believing this a blatant case of racism (maybe), I do lean toward the John Gibson take: "Was it because she's white? Maybe just a bit, but more likely it happened because she's rich and her parents can make lawyers and shrinks work round the clock to move mountains."

For my part, I'm less interested in what is really non-news and more interested in the publicity beast that once appeared to be tamed by Hilton. As hard as it might be for some people to see it, she may have been happy to be released, but she did not do the bailing. Sheriff Baca did that. (As if the Los Angeles County Police Department didn't have enough public relations problems.)

No matter, it seems. Most people want to have the privileged head of Hilton, regardless of her role in the release. She may have had a hand in it or not. If she did, she did herself a great disservice.

Hilton's sometimes odd popularity was always fueled by her ability to woo a majority of the public (not the media, the public), which is why people petitioned for her not to go to jail in the first place.

The result of her release, however, unless publicist Elliot Mintz can master some major spin (he often does), could erode her credibility to the point where her brand of being strangely famous forever turns into unpleasantly infamous. It will be interesting to see who remains a friend after the popularity polls begin to dip over trying to bilk the system (whether she had a direct hand in it or not).

Ah publicity ... sure you can use it to be released from jail early, but this get out of jail card is not like Monoply. It's almost never given for free.

Standing Ground: Towbin Hummer

Even the smallest local controversies have a hard time staying local in the world of new media.

Eleven days ago, Terresa Monroe-Hamilton, author of the NoisyRoom, posted her take on a dispute between Towbin Hummer and the Las Vegas City Council and, within hours, dozens of people from all over the country were calling to cancel reservations. (Unfortunately, no one told one boycotter that the New York-New York Hotel & Casino, like all Strip properties, resides outside city of Las Vegas jurisdiction.)

The controversy? Towbin Hummer raised a 30-by-60-foot American flag and it is just "too aesthetically unpleasing, too commercial, and too loud" for some folks' tastes. So, according to the Las Vegas Review-Journal, the city council ordered it to be taken down.

Instead, Dan Towbin, owner of Towbin Hummer and an honorary commander at Nellis Air Force Base, made good on his promise to complete a veterans memorial around the base of the flag. He would have done it sooner, but he didn't want to build the memorial until the city's 6-month "flag review" was over. Had the council reversed its allowance after six months, the dealership would have been forced to rip down the memorial as well.

If it were another dealership, I might be inclined to think twice about their motivation. The Towbin family, however, has a long track record of supporting the community. Carolynn Towbin, the executive vice president of Towbin Automotive, insists on quarterly events to involve the community.

Most recently, Towbin Hummer held a fingerprint-a-thon, hosted by KLAAS KIDS, with more than 200 kids fingerprinted at the event. Events like these hardly seem the stuff of a "sale first" mentality. They could have just as easily had a tent sale.

Regardless, both sides are now embroiled in a name-calling war that questions which side is more un-American: the dealership for flying a flag or the city council for ordering it be taken down.

City spokesman Jace Radke told the Associated Press that a city council member could bring the issue up again at the next meeting on June 6.

What seems suspicious to me is that Towbin is not the only business in Las Vegas to fly an American flag. The Terrible Herbst gasoline and convenience store chain has flags, measuring 30 feet by 50 feet on poles 100 feet tall, at almost every station. No one, in any of those neighborhoods, seems to complain about them.

Regardless of how I feel about the issue, I have to give the Las Vegas City Council a few points for damage control. One story highlights how the city swayed one Las Vegas boycotter after he heard the city's side of the story. After the city e-mailed him back, he responded: "See you in September."

What's more uncertain is if such message management will protect city council members during the next election cycle. A future opponent's mail piece, highlighting how an incumbent voted to remove an American flag, might just gain some traction. It certainly has with Fox News, CNN, and other national news outlets.

Personally, I think the city would have been better off never giving approval for a flag that exceeded its 40-foot height restriction (in May 2006), contingent on complaints from neighbors. It would have been smarter to have required the business to poll residents prior to granting permission.

Why? Because now, no matter how well you spin it, a business flying an American flag hardly seems like commercial exploitation (lest we ban all businesses from flying them) whereas a city calling for an American flag to be taken down certainly seems like censorship.

Marketing Jericho: Season Two

As rumors continue to surface (and they are only rumors) that Jericho might score its miraculous second season, the first step for CBS would be to fix the show's marketing message.

If anything kept potential viewers at bay, it was one simple oversight: CBS never redefined the show from how it started to what it became.

Case in point, the original plot line read something like this...

A nuclear mushroom cloud appears on the horizon -- and for the residents of Jericho, a small Kansas town, it could mean they're the only Americans left alive.

I bounced this off a few friends and family members this weekend and none of them were interested. Who wants to see people die of radiation poisoning or be evaporated under the heat of a nuclear blast? We saw enough of that, years ago, with the movie The Day After, they said.

The descriptor is also responsible for most critics rounding up the serial as a "nuclear apocalypse drama," which conjures up those same images of radiation sickness and despair. BUT that's not the show that captured millions of fans despite a midseason break. These fans, the ones responsible for the biggest show cancellation protest in history, saw something else.

Jericho is a story of survival in a small Kansas town that has been mostly cut off from the outside world after a disaster shatters what most of us take for granted in America.

"Wow!" My friends and family, who have never watched the show, said. "Now that is something that sounds worth checking out."

Hmmm ... so a "small town survival drama" beats a "nuclear apocalypse drama." Go figure.

The above description of the show, based loosely on a compilation of fan comments I read over the last few weeks as they campaign to entice new viewers to download the series on iTunes, drives more interest and adds understanding why this fan protest has tipped from viral into the mainstream.

That's right. The Jericho fan movement has officially tipped, after capturing the attention of the The New York Times.

“We are impressed by the creativity of their campaign,” Chris Ender, a CBS spokesman in Los Angeles (which received far fewer nuts than Manhattan), told The New York Times. But so far executives haven’t changed their decision about the show, he said.

(Don't worry Mr. Ender. Jericho fans are lining up a West Coast nut company just so the Los Angeles offices will not feel left out.)

Maybe the executives will change their minds today. Dubbed "Super Nut Tuesday" by fans all over the world, today is the day that NUTSOnline delivers 5 tons of nuts to CBS offices today (the largest gift delivery of nuts in history and only a fraction of the 26,000 pounds purchased for CBS at a single store). At least ten "Jericho Rangers" (a name given to active fans) will be there when the nuts arrive to help unload.

Today is also the day that fan ads break in Variety magazine and The Hollywood Reporter, after the fundraising was so successful that Jericho Lives had to ask fans to STOP sending in donations (at least until the next ad).

These tactics are just the tip of a larger, somewhat makeshift but respectable strategy, which has also resulted in securing more than 90,000 signatures to save the show. For the most complete picture of the mounting news coverage and buzz, drop by Jericho Links.

Or, visit the CBS Jericho message boards where many efforts have unfolded in real time. The boards also include a growing number of actor and producer comments, thanking the fans for their support.

Dollar for dollar ... pound for pound ... the Jericho fans might produce some scrappy marketing material and unsure public relations practices, but the results speak for themselves. They have generated more media coverage, marketing buzz, and interest in the show after a few weeks than CBS did all season. You have to admire that, whether Jericho fans get their wish for a second season or not.

Doing Good: BlogCatalog.com

Today, BlogCatalog.com, one of the fastest-growing social blog directories on the Internet, has inspired hundreds of bloggers to do good by challenging them to write about and raise funds for DonorsChoose.org, a non-profit organization that brings teachers and donors together to fund specific student projects that range from a "Magical Math Center" ($200) to "Cooking Across the Curriculum" ($1,100) program.

As evidenced by BlogPulse, the social awareness campaign is working with DonorsChoose receiving almost 15 times more exposure on the Internet than any previous day. If this awareness translates into donations, BlogCatalog members will be responsible for raising $25,000 for DonorsChoose.org.

Even if members do not make their donation mark, the campaign still succeeds in raising awareness for this worthwhile nonprofit. Such exposure is likely to translate into donations in the weeks and months ahead. DonorsChoose.org is a member of the Omidyar Network. The Omidyar Network is a mission-based organization established by eBay founder Pierre Omidyar and his wife, Pam.

“Internet social networks from MySpace to Facebook are receiving a ton of media and Internet attention, but we have yet to see an online social community come together to raise funds for a good cause,” said Antony Berkman, president of BlogCatalog.com. “We also see this as an opportunity to empower and recognize bloggers to collectively focus their blogs for good.”

Berkman said depending on the success of the challenge, BlogCatalog.com will develop a community service page to host and promote more blog events in the near future. BlogCatalog.com is the first social network directory to organize its members to raise funds for a specific non-profit organization.

To see how the challenge unfolded, visit the BlogCatalog.com Discussion. There, you will find Berkman's original request as well as links to many of the blogs that have taken up this challenge.

Feeling Fallout: Nielsen Over Jericho

As more than 21,000 pounds of nuts are bound for CBS offices on two coasts, it only makes sense that Nielsen Media Research, the leading provider of television audience measurement and advertising information services worldwide, is beginning to feel the fallout.

As Jericho cast member Brad Beyer (Stanley Richmond) and Kristin from E! Online spoke Thursday afternoon, he pointed out the obvious:

"We consistently held 8 or 9 million viewers, even going up against Idol, so everyone was really surprised and shocked that we were canceled. You have to move on and let go, but you see all this fan support and you keep that tiny bit of hope in your heart."

But those numbers are Nielsen numbers. And Nielsen numbers are being put under ever-increasing scruntity by, well, everybody. Enough so that Michelle Malkin picked up Find The Boots by Boon Doggie's May 22 story that "went out on a limb" to say that the Save Jericho campaign will change the way old media interacts with the Internet. He's not the only one.

"We were all stunned when we didn't get the second-season pickup, but our fans have completely surprised us. This outpouring of support means the world to the Jericho cast and crew. Knowing that Jericho touches so many people has completely humbled us," Karim Zreik, producer of Jericho, told E! Online. "I don't know what's going to happen next. CBS and Paramount are still weighing their options. We hope to know more by next week."

The fan standpoint is obvious: CBS let us down, but we'll forgive them if they bring the show back. Nielsen let us down, because it does not count everyone. There is nothing to forgive. Ouch.

According to Nielsen, it has been working hard to abandon family diaries (like my family once had), and leverage technology that exceeds current TV audience measurements — stuff that will track everything about consumers, from what movies they like to which ones would rather go to a live ball game than tune in to a show.

The interim step has been trying to install meters on all sorts of devices, ranging from VCRs, DVDs, cable boxes, and modems. But what we may be seeing with a show like Jericho is that the Nielsen family sampling size has grown too thin as the company has made a greater effort to track specific demographics on the front end. As a result, shows like Jericho are not accurately measured and fan passion is not even a factor.

There are currently two selection methods: geographic selection (area probability sampling) in the national sample and larger markets, and randomly-generated telephone numbers (Total Telephone Frame) in smaller markets. And the reality is, especially in smaller markets, only about 2 million people are filling in dairies during "sweeps." (Oh, only about 25,000 meters exist.) So, in essence, what one family watches can influence about 22,000 viewing homes.

Nielsen Media Research says that its ability to answer more and more detailed questions about consumers will shape how the media industry functions in the 21st century.

But today, the company is only employing quantitative "democratic" measures in an increasingly interactive world that demands more qualitative considerations. As someone who understands media placement on the advertising side, it seems clear to me that Nielsen is an important tool in capturing some sort of measure. But it cannot be the only measure.

Sure, I think Nielsen would have been better off, years ago, partnering with cable companies and giving consumers the opportunity to opt in with the Nielsen ratings system, which would have increased the sampling size. But they didn't. And now it seems it is becoming more difficult for one of America's best known research companies to leapfrog to the next system while installing old media meters.

I would be remiss to suggest that CBS Entertainment use Nielsen as the scapegoat for the network's analysis of the data. But it is very clear that measurement mix is no longer just 8-9 million viewers represented by Nielsen families. The data is also about 450,000 viewers online, thousands of iTunes downloads, tons and tons of nuts, and an ad campaign that strikes at the very heart of the network's intelligence.

What does this mean?

Well, if I were Nina Tassaler, president of CBS Entertainment, I would call a press conference on Tuesday morning. Then, standing in front of a mountain of nuts and holding up the Jericho fan ads, I would put on my famous Tassler smile and say ...

"Remember how I once told The Hollywood Reporter that we're all about continuing to build our younger audience while making sure that we hold on to our core audience? Well, we still are. Jericho fans … congratulations! You just made television history and we here at CBS have listened! We look forward to bringing you a second season of Jericho."

Spinning 2.x: Julie Roehm

If the art of spin is part of Julie Roehm's marketing 2.x concept, she's certainly trying to employ it in court. Roehm's defense tactic against Wal-Mart is to exonerate herself by accusing executives at the #1 retailer of ignoring company ethics policy.

She says they accepted trips and gifts from clients and benefited from preferential prices on jewelry and yachts, implying that maybe that makes it okay that she broke the company's ethics policy by accepting gifts from agencies pitching the Wal-Mart account last November and having what seems to have been a heated affair with a subordinate.

According to The New York Times, the filing says "While Wal-Mart asserts that it has policies which prohibit conflicts of interest and the misuse of Wal-Mart assets and opportunities, those policies do not seem to prevent its executives from using both to personal advantage.”

The story is also generating buzz at The Wall Street Journal and CNN Money. Each publisher has a slightly different take on the story, ranging from outlining Roehm's claims in some detail to brushing them off as a weak defense.

It's difficult to tell what the court might think, given this tactic seems to play more to the media than her case. On the quick, it reminds me of a defense similar to one my then 7-year-old son cooked up about a year ago. "Why were you throwing rocks at that house?" I asked. So-and-so "threw rocks at the house first" was his defense. Ho hum.

Since her termination last December, Roehm has fared the worst of the three most cited in this case study. Other than landing a gig at Sports Illustrated, most businesses have given her a lukewarm reception since she filed the wrongful termination case against Wal-Mart. Meanwhile, DraftFCB won K-mart and Wal-Mart stocks are up on the market.

Placing Ads: Jericho Command

Forbes recently ran a pick-up story that called it what we called it days ago: the largest viewer protest in television history. With well over 1,000 registered members at Jericho Rally Point, more than 80,000 petition signatures, and about 19,000 pounds of nuts shipped to CBS by NutsOnline alone, it is quickly becoming the largest social media protest in history.

On Tuesday, the increasingly structured Jericho fanbase is poised to move their message into the mainstream whether news outlets pick up their story or not. They are running a full-page ad in Variety magazine. The advertisement, one of several the fanbase will buy, will drive visitors to Bring Jericho Back, a Web site that includes links to relevant sites and contact numbers at CBS.

The ad, which includes story clips from The Los Angeles Times and WebProNews.com, will be accompanied by a banner on the Variety Web site. But the fans won't stop there. They are already raising money to purchase another ad in The Hollywood Reporter and shopping bigger publications.

Such ads will no doubt rally even more to their cause, helping it reach the tipping point when a movement becomes mainstream. Rumblings across the Internet hint that may happen soon for Jericho. Message board comments on unrelated sites demonstrate people who never watched the show are anxious to join.

"I want to be part of the greatest network protest in history," they say.

While Find The Boots suggests that CBS ride the viral marketing storm a little longer, I remain unconvinced this is a prudent choice for the network. Leaving mainstream media like Newsday with nothing more than rumors that Jericho "might" make next season's fall lineup or be wrapped up in two hour movie only motivates the Jericho fan base.

The longer CBS waits to respond with anything definitive, the more likely it will have to address its decision to a mob of angry fans outside CBS headquarters. In such a scenario, competing stations would have no choice but to cover the story, solidifying CBS Entertainment President Nina Tassler's call to cancel the show as the worst decision in network history (even if she reverses it). Such a label would be unforgettable, given that the public tends to be unforgiving of executives who respond too little, too late.

Sure, some people think I'm giving too much credit to the fans; even one of my best "social media" friends said I was nuts to give the Jericho story so much attention. I disagree, but only because I have the advantage of understanding what this might mean.

Having had contact with one of the two Jericho fan base leaders, I'm convinced things will get worse before they get better unless CBS comes to the table soon. The once makeshift fanbase has developed into a well-structured movement with two leaders, 10 commanders, several dozen lieutenants, and thousands of fans. In the last few days, they've added international commanders as well.

The two leaders have taken time off from work, dedicating almost 18 hours per day to the cause. The rest of the command base dedicates anywhere from 4-12 hours a day, every day. Most of them meet on the CBS Jericho forums, which demonstrates how once a network creates a social community, it's not easy to undo.

Since the beginning, they've also picked up several members with lobbying backgrounds and marketing knowledge. And, they are occasionally given tips from members of the media, like Jericho fan and popular BlogTalkRadio personality Shaun O'Mac. In fact, the NUTS campaign origination is credited to his first show covering the story.

According to Schumi07, one of the two designated command leaders for Jericho fans at Jericho Lives, the NUTS campaign means much more than a historic viral marketing effort. It represents "millions of uncounted fans that the Nielsen ratings system does not accurately represent."

It also reveals how much heart these fans really have. When asked what was the biggest surprise since the campaign began, Schumi07 mentioned several, including her rise to a leadership position.

"I'm surprised I'm one of the two leaders because I just wanted my TV show back ... I can't speak for everyone, but the entire core command probably feels the same. None of us have never fought for a TV show before," said Schumi07. "The other surprise is that Nina Tassler responded to our campaign within 48 hours. We know Nina Tassler likes the show."

Schumi07 added that she is most amazed by the dedication of the command group and the fans. Even on iTunes, they are winning. After a single request, the season finale of Jericho moved from 87 to 43. When she looked this morning, it had climbed, and continues to climb, even higher.

Still wondering why I find this fascinating? Jericho fans have raised the bar on social media mobilization. So if you're in business, it's something worth watching because next time it might not be a show that customers decide to stand behind.