Honestly…|an honest take on the world of PR and other things by Cindy Ronzoni

I’ve commented several times before on my blog about how much I love the Television Critics Association Press Tour. I have to admit that in addition to the value it brings to networks, I personally enjoy it for that’s when I get to be around people whom I enjoy and have known (some) for over 20 years. Not only are they extremely insightful and great communicators, they are funny! I never laugh so hard when they are in town. Forget the paid comedians. These folks could all be stand up comics. (The photo is of me spending quality time with the critics on the tour.)

I know I’m a bit rare and some might think I need to get more of a life, hey that’s true too and another story for another time. But, these are special people who love to tell stories and enjoy informing us of how we can best spend our time in front of the old tube.

I know I would have missed many a great show if I hadn’t heeded the advice of the critics. They also have saved me numerous hours of wasted time by not tuning in to a particular show. I have also learned trends from them; gained knowledge about the history of TV and have a keener eye of what’s really going on behind the scenes. All thanks to them.

These are smart people who have years of experience under their belt who can smell “something rotten” a mile away. They also are very gracious and understanding when producers are attempting something new. They know the balance. They are pros and they are valuable.

In this post, I’d like to discuss two topics about the value of the tour. First off, I’ll address the value it brings to the networks and secondly, the value of the tour for the critics.

I’ve recently noticed a trend occurring in our industry and that is I’m finding more and more finance executives are suddenly in charge. With this being the case, more pressure is being put on the publicity departments to monetize their take. These “counters” only know how to work with numbers and as such, areas like marketing drive them crazy. For no matter how you slice or spin it, there’s no actual “real” numbers you can put to how many eyeballs really saw what. Marketing/PR/advertising…they are all fuzzy areas for finance guys. Even though this drives them mad, most know its importance or at least you hope they do. When you take away the marketing dollars and promo time, it’s not easy to bust out a show in all the clutter these days. So, the PR departments try their best to give estimates of a certain article’s worth. We usually just measure its length against the cost of an ad in the newspaper and call it day. No fancy formulas, computer software programs or Nielsen configurations. But, that’s something that someone should invent. It sure would be valuable at this particular time.

Anyway, I would argue with any network chief the value of the tour if they think it doesn’t get them their return. Most sessions have on average over 80 journalists…that’s the minimum I saw. Others like today during Fox’s session, I’m sure the room was packed with well over 125 reporters there at one time.

And the TCA does not require networks to spend more money than is needed. It is the network’s choice how they want to dress the room and what they want to give out. If money is tight, a network can make do with just preview screeners and the cost to have talent on site. For what you get in return on the day of your tour is well over your hard cost even if you don’t get another article beyond the session.

But the value goes deeper. How do you put a price tag on relationships? In my day I have had to promote some “unknown” talent who became known because of time they spent chatting at a party with the critics. And top executives need these relationships too.

There are so many tools at our disposals now to see what’s been written immediately about our content-you can see your return instantly. And now thanks to Twitter, I’m sitting home and getting live comments on the tour from several journalists there broadcasting fast observations to the world. How do you put the price on that? And that happens during every session. Zap2it is really leading the charge.

And another thing…networks sandwich lesser-known shows on their schedules. I can’t begin to count the number of shows that broke out from the pack because they were featured on the TCA. If someone said something clever or were honest or it was just cool- they got attention. They will get some nice hits and the critics will remember them when it’s premiere time.

It’s hard to find waste when on the TCA schedule. If something was not written about or heavily attended…then the question that should be asked by the network is if they first did something wrong. Was there news presented? Is the show far enough along in production? Do you have a screener? Is the talent available? What’s the message of the party?

So yes, there’s incredible worth and value that the tour brings to TV networks and I could go on and on.

Now, I’m going to switch gears and address some observations made about the tour regarding this group of critics. There were a couple of disturbing trends I witnessed from the critics and again, this is just my humble opinion. But…

I am aware and empathize with all newspaper TV critics with what’s occurring at their companies. I know everything is uncertain. Nothing is secure. And I know the one’s who have gone to great personal expense to stay on the tour. And I know the ones who couldn’t afford to come this year. But, my one suggestion is not to report on it constantly while on tour. This sort of ties into my second observation - I’m sure down deep inside every one in that room is glad that they are there. But when some keep reporting on all the negative aspects of the future of the tour they are airing their dirty laundry to the world and more importantly, their bosses are seeing it. If you write that the tour isn’t valuable anymore, then why would networks want to participate and why would your boss want to send you again.

I think if there’s anything that we’ve all learned from these recent strikes is that there is power in numbers. As an organization you have to all be in one accord. There’s no room for those to break out. Solidarity is needed especially now as the new media comes to the forefront. This is the time for creative thinking. It’s time for Plan B - brainstorm with the networks to see how the tour can continue if your travel dollars dry up.

I know it’s fun to write about “negative” aspects, but you have to ask yourself if what you are writing may just end up hurting you down the road. You see, critics, you are influencers and what you write does not disappear. It’s printed up by the networks and can be used by them when deciding the state of the tour.

I saw on Twitter that one reporter asked Karl Rove how it felt to be on the “dark side” now. The dark side! The dark side is when there are no longer any more reporters left to do their jobs and keep the “suits” and the world accountable.

Again, these are just my two cents on the subject…but I would strongly suggest that the TCA members unify and band together. The people you’re sitting there with have your backs. They know what you do. And each time one disappears-it’s a sad day for all.

May the Tour continue for as long as it can. Kudos to the Board this year and what they’ve gone through. It’s a success so far and all should feel proud.

One of the coolest moments from attending last week’s Television Critics Association Press Tour at the Beverly Hilton was having host Carson Kressley from Lifetime’s “How To Look Good Naked” TV series mention my name during the session. Well, you can see what he said exactly below…he wasn’t really referencing me - but it still was a great random moment.

CARSON KRESSLEY: …oftentimes I would be, like, in an airport and women would come up and say, “Would you do my husband?” And I would say, “What does he look like?” And now I get women, like, in the grocery store saying, “Look at my ass. I love it.” And I’m like, “I do too. Now let me get to the Ronzoni.”

Hmm. Having ass and Ronzoni in the same sentence. Not sure about that. But, nevertheless, very cool about having my last name mentioned even though I’m not a pasta heir.

And since he gave me a plug, I’m going to give his show one too. I have never been a Lifetime viewer, but after seeing their sessions and what they’ve got coming up I think I’ll tune in more especially to Carson’s show. I must admit that I didn’t really understand what the show was about, but after hearing him and two of the contestants explain it more fully, I’m a fan. For you see, this show is about making real everyday women feel beautiful for who they are. Whether a size 0 or size 22, Carson helps them see their true beauty and in a matter of days they just shine. They are re-born. They gain back their self-confidence. Who doesn’t need that from time to time? I know I do.

So I’m now Tivo’ing his show and wish him the best of luck on his new talk show endeavors. He’s a genuine TV star with a big heart. And not only does he know about fashion, but also the right pasta to buy.