As the queen of “comfort cuisine,” Paula Deen has been a favorite among many members of my family, all of whom live in Georgia or the Carolinas. I’ve admired Paula for her unapologetic taste for indulgence, and for her Southern fried authenticity and down home charm. I’ve never even watched her show, yet I feel I’ve known her for years. I even took her side in her food fight with Anthony Bourdain, though Bourdain was largely in the right.

But Paula’s recent revelation that she was diagnosed with Type 2 diabetes has left a bad taste. And from a PR perspective, I’m not convinced that it’s been well handled.

When I caught her “Today” show interview, I felt a little queasy, and since then I’ve been trying to sort out why. Here’s what it boils down to:

Timing – Paula admits that she was diagnosed three years ago. She says waited until now to reveal her illness, which has been rumored since 2010, because she wanted to “bring something to the table.” I want to believe her, but three years is an awfully long time. For someone who’s hallmark is authenticity, it’s hard to swallow. It doesn’t take a business genius to conclude that Paula and her management were worried about the impact of her illness on her show and brand.

Commerce – Paula also announced that she has signed a spokesperson contract with Novo Nordisk, a producer of the diabetes drug she now takes. There’s nothing wrong with being a paid endorser, but it leaves her open to charges of opportunism. Was she waiting for a fat opportunity to monetize her condition?

Paula and her sons, who are also Novo Nordisk spokespersons, followed Monday’s disclosure with a hasty and vaguely worded announcement that they would donate an unspecified portion of their earnings to the American Diabetes Association. When contacted for comment, the association had no knowledge of the plan. The whole thing looked like an afterthought, because it was. More poor strategy and lack of planning. A donation as a centerpiece of her education program would have softened the blatant commercialsim of her deal and sweetened the message.

Clarity – But, what is the message? That medication lets you ignore diet and exercise guidelines? That you can cut back and still enjoy life? Beyond her headline talking point, “Diabetes is not a death sentence,” there’s no call-to-action. With respect, it seems half-baked.

Commitment – Paula’s been opaque about any personal diet and lifestyle changes since the diagnosis. Perhaps she doesn’t want to offend food industry advertisers, but her reticence is confusing. I don’t think she can be a credible role model if she doesn’t talk about adapting to her illness beyond “moderation.” She’s a tremendous brand with the power to inspire millions, but that equity may be at risk, or at least underleveraged.

Brand identity – Brand experts have weighed in on any conversion to lighter fare, calling it risky. I think the risk can be managed, especially since any change is driven by an authentic, real-life event, – her health condition. There’s plenty of opportunity to adapt. (How about a side-by-side comparison, full-fat vs. substitutions?) The plan is to anoint son Bobby as the healthy-eating advocate of the family, but it remains to be seen if he can ride Mama’s apron strings to success.

Paula says her show’s focus won’t change, and beyond giving up sweet tea, she’s vague about personal lifestyle changes. Problem is, she isn’t serving up enough to be as credible and convincing as she needs to be. She seems to want to have her cake, and eat it, too. But as we’ve seen, that can only go on for so long without consequences.

Twitter has exploded into one of the most rapidly expanding social platforms in the world, with over 200 million users to date. In an industry where one wrong tweet can compromise a company’s image, how can you use Twitter as a force of “PR good” for your client? We all know to monitor conversations about our clients, and have gotten into the habit of creating lists to track the people and companies we want to keep tabs on. Here are some tips for effectively enhancing your client’s Twitter presence:

• Interact. There’s a big difference between engaging and tweeting, and it is as important for companies to participate in conversations as it is for them to share their own news. There are several ways to do this, and we all know the basics. Giving your sources credit and using hashtags are two easy ways to converse. As we were recently reminded, make sure you are using relevant hashtags at all times. If you’re having trouble finding a conversation to join, take advantage of Twitter’s new advanced search tool. Remember – it’s more about engagement (conversation) than mere presence.
• Pitch. Reporters who are active on Twitter often use it to look for sources when they’re working on a big story in a short amount of time. Even if you haven’t established a connection with the reporter, don’t be afraid to tweet them offering your client up as an expert source. The best way to do this is through direct messaging. If you can’t send them a message on Twitter, send a quick email. I’ve secured several media interviews using this tactic simply by paying attention to the news list I keep and checking it often, and then responding as soon as possible. In the long run, reporters are going to see you as a reliable source that can help get them the information they need in a short amount of time.
• Host a Twitter chat. Twitter chats are gaining popularity as people are increasingly joining the community. To effectively conduct a chat on Twitter, partner with someone who has a large presence across several platforms (especially Twitter). Pick a topic that your client and the partner can easily discuss, and establish a hashtag. After that, make sure you and the partner promote the conversation in advance so that people join in. One example of a great Twitter chat is #prstudchat. Originally started as a conversation for PR students on Twitter, it has now branched out into a networking group with its own page on LinkedIn.
• Integrate! The fact that you’re on Twitter doesn’t mean your customers will know to look for you. Resources such as widgets and the tweet and follow buttons are easy ways to cross-promote your account, and can be customized to your needs. Include a follow button on your homepage and ‘about us’ page and anywhere else you promote your company. Tweet buttons and widgets are great for virtual newsrooms as well, as they show what your company is talking about (beside their own news).

These are just a few of our tips for managing a company’s Twitter presence. Share your own tips below!

It’s easy to start dreaming about picnics on the beach when you should be focusing on work.  Here are a few tips to keep from falling into the lazy summer routine.

Overall, the best way to do this is to change up your routine:

Start your day earlier. Try to wake up an hour earlier and begin the day with a walk or a jog. Getting a jump on the day, (after a good night’s sleep of course) and with a bit of exercise under your belt will make you more productive and less likely to slog through the first hours of a busy day.

Tackle your most arduous task first. Whether it’s follow-up on PR pitches, invoicing or client reports – seriously, don’t even check e-mail til its done! There’s always the urge to dive into email (or Facebook or some other distraction, but resist.) Let it be your reward for completing the first task on your list.

Apply The 20% Rule. How to stay motivated when you are feeling anything but begins by noticing when you first feel a strong urge to give up on a project. You then commit to go 20% further before taking a break, sure it’s all in your head but it works wonders and helps smooth over temporary feelings of laziness to build that internal discipline!

Schedule plans for after work: Who doesn’t love something to look forward to when they leave work?  Plan to network with potential PR contacts or socialize with friends.  Knowing that you have scheduled cocktails or dinner will surely keep you motivated to get work done during the day.

In the PR world – just as in many other industries – we are often asked to take on challenging new responsibilities or projects that we haven’t done before. While PR projects aren’t life-or-death matters, these assignments often seem daunting. Whether you’re working on a new product or dealing with a hairy crisis, here are some ways to keep cool when you’re stressed at work:

1. Have a plan. You can’t make a cake without a recipe! Figure out what needs to be done – and in what order – to complete your task, and write it out. You’ll find that by putting pen to paper (or cursor to screen), you can better visualize the scope of your project and reduce the risk of missing a step.

2.  Delegate. This is what teammates are for! Slice and dice the assignment and give people manageable tasks in areas where they’ve shown strength. Give encouragement and praise and the benefits will be enormous.

3. Take breaks and breathe. Whether you go out for lunch or run out to grab a quick cup of coffee (Starbucks always helps me), don’t forget to stop every once in a while. By taking your mind off things, you’ll usually find that you come back to your project with a new creative take or at least a clear head. If you can’t get away from your desk, try some office yoga positions!

4. Think outside the office. If you get stuck along the way or are unsure of anything, don’t be afraid to ask friends or family in other industries. That fresh perspective may be just what you need to conquer your challenge.

5. Laugh. If all else fails, head to YouTube or your favorite blog. Laughter reduces stress and will help clear your head.

What helps you take on a new challenge or project at work? Let me know below!

Opening today: the remake of the classic Dudley Moore comedy, “Arthur,” starring Russell Brand. From the early reviews you might conclude that certain classics are better left untouched. But the recent success of “True Grit” shows that, in the right hands, even a legendary film can be improved in remake. In my opinion, a great film or other work of art should only be remade if the new version can add a new dimension, or make the story more relevant for a different generation.

This got me thinking about remakes in general, and I wanted to proffer some elements of the PR trade that might just be due for an update, or a total remake.

The Movie Publicist - Most PR pros agree that our public image could use a makeover, and nowhere is the stereotype more grating than in entertainment. Happily, the Sidney Falco cliche has been updated by PR people like Kelly Bush of ID, who was recently profiled in the New York Times as pushing the publicist role beyond that of media gatekeeper.  And she’s not a schemer or a screamer. How refreshing!

The Press Release – Though the news release’s reinvention was heralded a few years ago with the advent of the social media release, that remake didn’t really stick. And we’re still complaining about empty jargon, poor writing, and unnecessary releases. The distribution side has fared better as technology has taken over press release delivery.

The Agency Search – If not a total remake, this is due for a streamline at least. If a client has done his/her due diligence, can’t we just cut out capabilities presentations? If you have read enough about us, assume we are all capable and let us strut our creative stuff!

Surely there are parts of our business you would like to “remake,” or those things, like “Arthur,” that are great just the way they are. Let us know!

In my New York Women in Communications discussion group, there’s been lots of talk about how and whether an economic downturn disproportionately affects women and minorities…particularly those of us in editorial, marketing or corporate communications, or advertising.  Though communications had undoubtedly been hit, there may be some good news for working women. It seems women have finally hit a milestone of sorts. Throughout the 1990s and into the 2000s, women remained less than 49 percent of the work force, However, a recent jobs report shows the percentage of female workers has now passed 49 percent and my cross the 50 percent mark for the first time in history.