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Rusty Cawley, APR
College Station, Texas
20 years as a journalist, then 13 as a public relations counsel
Interests: Public relations as an applied social science
Recent Activity
Rusty Cawley, APR has shared their blog I write copy your customers WANT to read
Apr 5, 2013
AP is testing its ability to set the national agenda by banning the phrase 'illegal immigrant' in its news copy | #PR
The Atlantic Wire says: Starting now, you will never see the "lazy" words "illegal immigrant" in another AP story unless they're quoting someone important saying it. That faint sound you hear is Senate reporters from the AP, The New York Times, and beyond smacking their delete keys, rethinking their agenda... Continue reading
Reblogged Apr 4, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Case brief: Stopping the spread of a cattle parasite
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The disease known as bovine trichomoniasis (trich, for short) is new to Texas. Trich is a caused by a tiny parasite that transmits between bulls and cows during breeding. Though it causes no symptoms in bulls, trich will cause an infected cow to abort its calf. Vaccines and antibiotics don't... Continue reading
Posted Apr 4, 2013 at I write copy your customers WANT to read
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Case brief: Showing technicians how to package a specimen for safe shipping
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The Texas A&M Veterinary Medical Diagnostic Laboratory receives hundreds of packages every day. Each package contains at least one biological specimen: blood, tissue, urine, feces, saliva, organs or body parts. It's important that the specimen arrive in the best possible condition. Poor packaging can result in inconclusive testing. So TVMDL... Continue reading
Posted Apr 4, 2013 at I write copy your customers WANT to read
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Case brief: Rebranding a suite of software tools designed to share and analyze real-time data during a disaster
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Among the FAZD Center's flagship products is a software that makes it easier for emergency managers and other decision makers to view and analyze data during a disaster. A crisis like a disease outbreak, or a natural disaster or a terrorist attack will produce an overwhelming amount of raw information.... Continue reading
Posted Apr 4, 2013 at I write copy your customers WANT to read
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Case brief: Using an infographic style to tell the TVMDL story
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When I joined the Texas A&M Veterinary Medical Diagnostic Laboratory as its communications manager, my first task was to pull together some basic promotional items that we could distribute to our key audiences. We needed a general brochure that would quickly tell the TVMDL story in an engaging way. On... Continue reading
Posted Apr 4, 2013 at I write copy your customers WANT to read
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Case brief: Responding to the spread of toxic forage during a drought
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The drought of 2011 put a great deal of stress on the grasslands that feed Texas livestock. High levels of toxins tend to build up in these drough-stressed plants, turning food into poison. The toxicology section at the Texas A&M Veterinary Medical Diagnostic Laboratory began to see and receive reports... Continue reading
Posted Apr 3, 2013 at I write copy your customers WANT to read
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Case brief: Warning horse owners about an outbreak of a dangerous disease
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In the summer of 2012, I noticed several news stories outbreaks of a disease known as "dry distemper" among horses in the U.S. Southwest. Also known as "pigeon breast" or "pigeon fever," this is a particularly nasty infection than causes painful abscesses inside or outside the body of a horse.... Continue reading
Posted Apr 2, 2013 at I write copy your customers WANT to read
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Pope Francis is using symbolic actions to send a message to his church and its leadership | #PR
Barbie Latza Nadeau at the Daily Beast reports: After his appearance on the balcony of St. Peter’s basilica, he refused to be held above his peers. Instead of taking the special papal car with Vatican plates from the Sistine Chapel to the Santa Marta commune, where the cardinals were cloistered... Continue reading
Reblogged Mar 14, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Sit-down meetings are broken; should we walk and talk instead?
Nilofer Merchant at Wired says: Whiteboards, agendas — these are the common artifacts of meetings. Yet they’re not always effective, and questions around walking meetings expose these gaps. For instance, how do we share notes if walking? The answer: beforehand. Walking meetings force information to be sent in advance. Too... Continue reading
Reblogged Mar 12, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Social proof as a marketing strategy | #PR
Demian Farworth at Copyblogger says: We look to social signals when evaluating any piece of content. A blog post with 1,000 Twitter shares is an indication that we probably won’t be disappointed by reading it. The same with a photograph shared more than 600 times on Google+ or a YouTube... Continue reading
Reblogged Mar 4, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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How to use games to spread ideas | #PR
Wharton professor Jonah Berger says in Fast Company: Leveraging game mechanics requires quantifying performance. Some domains like golf handicaps and SAT scores have built-in metrics. People can easily see how they are doing and compare themselves with others without needing any help. But if a product or idea doesn’t automatically... Continue reading
Reblogged Mar 1, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Why is concrete language perceived as 'more truthful' | #PR
Chase Fleming at Communications Studies cites three reasons from a 2010 study: When something is quickly and easily understood we perceive it as more truthful. We can create mental images more easily by using concrete language. We tend to think that the easier something is to imagine, the more plausible... Continue reading
Reblogged Feb 27, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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The Dreamliner crisis: Boeing's CEO works his stakeholders | #PR
Boeing CEO Jim McNerney appears to have embraced the crisis strategy of "focus on your consituents and forget everyone else." Kenneth Duberstein, lead director of Boeing’s board, insisted that McNerney “is doing exactly what he should be doing,” and that the chief executive is “out front right now with the... Continue reading
Reblogged Feb 26, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Do customers want us to listen? Maybe not
From Brian Solis at Altimeter: We all know that customers are demanding that businesses use social media to listen to ideas, engage them in conversations, and also solve their problems when in need. As I’ve often said, the best listeners often make the most engaging conversationalists. Not so fast. Perhaps... Continue reading
Reblogged Feb 25, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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A final tweet from Carnival to the disembarking passengers of the Triumph | #PR
"Of course the bathrobes for the Carnival Triumph are complimentary." via www.prsa.org Continue reading
Reblogged Feb 23, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Follow the leader: The psychology of PR
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I first ran into the work of Edward Bernays about a year after switching to PR as a career. I had grown frustrated. No one had a framework for thinking about what we were doing. There seemed to be no theory, no methods and no principles for solving the problems... Continue reading
Posted Feb 3, 2013 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Sorry, but Twitter is beginning to resemble Asimov's Bicentennial Man. At what point is Twitter no longer Twitter, but just another web site?
Toggle Commented Sep 26, 2012 on Twitter launches header photos. Time to add yours. at Web Ink Now
Just when you thought the dust was settling in Happy Valley ...
The Daily Dog reports that Penn State's accredidation is in trouble in the wake of the Jerry Sandusky scandal: The Middle States Commission on Higher Education, which accredits universities in the Mid-Atlantic region, cited information in the school's internal investigation led by former FBI director Louis Freeh and the severe... Continue reading
Reblogged Aug 15, 2012 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Is it irresponsible to address a crisis in 'real time'? | #PR
Leigh Dow of Dow Media Group says: If you are doing social media right, little of your communication is in real time. Your communication should be the culmination of careful strategy and planning. If you are doing it right, you have completed an extensive exercise in developing a social media... Continue reading
Reblogged Aug 9, 2012 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Who is suffering most: Chick-fil-A or its critics? | #PR
The pollsters at Rassmussen report today: When the president of Chick-fil-A spoke out in support of traditional marriage in a recent interview, the mayors of Boston, Chicago and San Francisco angrily responded by saying the fast-food chain wasn’t welcome in their cities. But voters overwhelmingly believe those mayors should butt... Continue reading
Reblogged Aug 9, 2012 at public relations is an applied social science | a blog by Rusty Cawley, APR
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How to ignite a media frenzy in three steps | #PR
Physicist Richard Muller recently demonstrated how to set off a media storm: Say something that is outrageous and yet well within the media's ongoing storyline. Back it up with stuff that at least looks like scientific research from a front group that looks vaguely objective and reputable. Talk the New... Continue reading
Reblogged Aug 8, 2012 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Maximum income? Ultimate ruin
Hamilton Nolan at Gawker is advocating a maximum income of $5 million: I defy the slickest PR firm in America to explain to a nation of struggling, underemployed working class people with a median household income of just over $50,000 why an already-wealthy person felt the need to leave the... Continue reading
Reblogged Aug 8, 2012 at public relations is an applied social science | a blog by Rusty Cawley, APR
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Why the market may force a cultural change at Chick-fil-A | #PR
From The Atlanta Journal-Constitution: Chick-fil-A, which had sales of $4.1 billion in 2011, is moving aggressively beyond the South — its core — into the West and Northeast, where it is not as well known and has not enjoyed the years of goodwill that has allowed its business to explode.... Continue reading
Reblogged Aug 7, 2012 at public relations is an applied social science | a blog by Rusty Cawley, APR
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The legal line for Twitter between protection and liability | #PR
From Reuters: Section 230 of the Communications Decency Act ... says that operators of interactive computer services will not be treated as a publisher of information provided by third parties, such as individual Twitter users. The law permits sites to monitor, censor or take down content posted by third-party users,... Continue reading
Reblogged Aug 7, 2012 at public relations is an applied social science | a blog by Rusty Cawley, APR
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