How an “Accomplished Communicator” Communicates

PETER SHANKMAN

POSTED ON February 12th, 2009

54 COMMENTS

Usually when I’m on The O’Reilly Factor, like I was last night, I get a bunch of “We hate you, we hope you die” emails. I’m used to them. Bill definitely has a varied audience, no doubt. I delete them without a second thought.

So imagine my surprise when I received a response from a HARO member, commenting on my appearance on the program last night. Simply copying and pasting what he said really wouldn’t do it justice – I actually had no choice but to take screen shots for posterity. Ready?

picture-6

I thought it was a joke, also! So I emailed him back, and said this:

picture-31

To which, our “Accomplished Communicator” (And keep in mind, I’m using that term as he uses it, directly from his website,) replies…

picture-4

OK then! I kind of don’t know what to think. Not because I care what our “Accomplished Communicator” thinks about me, but rather, because I can’t figure out what would prompt someone to a) write that, b) write that and use their own name, and c) write that, use their own name, then think it was perfectly OK (and even give me permission!) to post it on a blog read by thousands of people?

I’ve been waiting to post this for a few minutes, staring at my email, waiting to see a follow-up email from Tony saying something like, “hey bro, I was just kidding, no offense,” or even “I’m jealous of you so I call you names…” Anything to justify why someone who runs an agency, that, according to the website, has worked with Coke, Ogilvy, KFC, GE, and others…

Hey, everyone’s entitled to their opinion. I’m sure there are people out there who think Kate Moss is fat, too! But still, I just can’t figure out what our friend Tony (again, who I’ve never met or interacted with) has to gain from this. Can anyone else? Because I’m stumped.

What do you guys think about Tony the Accomplished Communicator?

2009-02-12 – 8:08am EST: Edited to add: Some people have asked if his email was hijacked, and this was written without his permission… I’m not buying it for several reasons:
1) The email to which he responded makes no mention of my appearance on O’Reilly. He was responding to something he read earlier. Yes, the hijacker could have simply read last night’s HARO, then scrolled up to respond to this morning’s HARO. But… really?
2) Let’s say his email WAS hijacked. The email hijacker has nothing better to do than insult me? And comment on my theory on Kelloggs? There’s, I dunno – off the top of my head – PayPal, Amazon, eBay, online banking… “Emailing Peter” doesn’t seem high on the list of a potential email hijacker, right?
3) Assuming he does come back and say “Yeah, my emails were hijacked, someone emailed you from Russia with my account,” or whatever, I can simply look up the IP address of where they came from. That’s the easiest litmus test in the world.

Tony, if you’d like to respond, I’ll gladly print whatever you send to me, word for word. Again, I’m not pissed – I don’t know you at all – I have no reason to be pissed. I’m just so, so curious to find out why someone who’s obviously schooled in the art of communication (as based on the awards you list on your site) would go out of their way to insult someone with such a large following.

2009-02-12 – 8:26am EST: Edited to add: I attempted to call Tony on both numbers listed on his website. I got voice mail both times.

2009-02-12 – 9:40am EST: Edited to add: FINAL say on it: Tony contacted me on Facebook and apologized. He said he was attempting humor. What he didn’t realize was, a) there are better ways to go about it, and b) he hit a nerve. I think the lesson remains – be careful what you post. Email is forever, inflections don’t come across via email. Think before hitting send. I’m ok with moving on.

http://twitter.com/leeodden Lee Odden

There’s a good rule about not blogging or Tweeting when drunk – perhaps this communicator missed that memo.
http://www.waterdesignstudio.com Heather Loftiss

Hey, even tools can be “accomplished communicators”. And tools rarely admit to being the kind who call people names because of jealousy.
PR Guy

Tony the Accomplished Communicator? Heeeeee’s Grrrrrrreaat! No, not really, just kidding. Offense completely intended.
http://www.garyunger.com Gary Unger

I think I’ll email Tony. Just to see if s/he is really real. It has to be a joke or fake name for when someone wants to slam anonymously.

Hmmmm.
http://www.twitter.com/tinkugallery Amrita

I think Tony the Accomplished Communicator should join Prince Harry on his Palace-ordered communications & diversity class…And you’re just right the way you are, Peter, from what I can see — no need for any Special K! :)
http://www.cc-chapman.com C.C. Chapman

It never stops amazing me how rude a single human can be. Even if this guy was some random joe e-mailing you I’d still be shocked that someone would be so rude.

Unfortunately there are plenty of people like this out there. He certainly does know how to get his message across. *laugh*

I’m picturing you sitting there in Pittsburgh pondering posting this. I’m a bit shocked he gave the ok as well. Disagreeing with you is one thing, but being straight up rude as this shows is not appropriate. Especially for a “communicator.” He SHOULD know better.
http://www.ptconciergeservice.com Nickey Hollenbach

Well, I didn’t catch you on the O’Reilly show – wouldn’t watch that show. But in any event, I’m thinking this guy may have turned out to be not-so-dumb. He got your attention; named a couple of big names that he may have wanted to get exposure; and now you’ve advertised his name. Is there bad publicity, I wonder? Age-old question. In any event, the fat comment was certainly not called for, but maybe that was the attention-grabber.
http://www.wordhampton.com Steve Haweeli

D.U.M. B.
http://www.waxingunlyrical.com Shonali Burke, ABC

That’s certainly odd – but if his aim was not to make a joke, but to get your attention and drive traffic to his site… well, I’d say he’s succeeded!
http://www.wordhampton.com Steve Haweeli

Stands for Doesn’t Understand Messaging Brother or Doesn’t Understand Media Bro.
http://www.larseninsurance.com Tom Larsen

Like you said, he has his opinion. But if you are going to have an opinion explain why! Don’t say you are wrong – why? Don’t say Kellogg is right – why? And you are fat? Huh? Why say that too?

Just goes to show you have to be careful on what you say Online, as it could affect your business too!
http://www.grandparents.com shelly

Either jelous of how you know how to rock the house Peter or just looking to plug Kelloggs. ;-)
http://annkeelerevans.org Ann Keeler Evans

Miss Manner’s has a great line which is “your opinion of me is none of my business.” which really address the issue of over-privileged “sharing.” I guess i see it more as a case of you’re on o’reilly factor, i’m not, if you’re “x” then I get to sit in my chair and not live up to my potential. you remember noninonipoopoo don’t you? i don’t know how many lessons there are to glean from this guy. It is worth a good morning headshake tho. Esp. that he is willing to see himself as a self-styled expert in noninonipoopoo. have another great morning.
Sue

Or this is some elaborate plan by Peter and the A.C. to get the word out Tony’s company and create some buzz….
Calum

Was is it sarcasm?
Alison Law

I’m so confused. If you go to the guy’s Web site, it says his dream is to write a book about the power of being nice. It’s almost as if someone hijacked his e-mail address because the message you received is completely different from what is represented on his Web site. Or he has a distorted definition of being nice. Shonali is right; I’m sure he’s seeing a spike in Web site traffic today.
http://occamsrazr.com Ike

It’s not a smart idea because it’s NO FUN.

I mean, Tony, REALLY.

If you’re going to insult a guy who runs marathons and POSTS HIS TIME online, then be prepared to bring it. REALLY.

And, REALLY? You’re going to take shots at a guy whose workout and training regimen has been curtailed because of injury? Really? Not to mention all the jet lag he accumulates faster than skymiles, you know, traveling the country, because people want to hear from someone successful. Really!

And, REALLY: you’re think your email is going to mean much to a guy who jumps out of airplanes, willingly? REALLY?

And, isn’t the point of insulting Peter that you’ll get that visceral reaction? Why not just call him on the phone? Let him tell you off, have a laugh, and build a relationship? REALLY!

You want to know who comments about videos they see online? My dad. REALLY! He didn’t like my video, and he commented right there on the site. (and yes, that is really my dad.) You think like a 68-year-old man. REALLY!

{ this has been REALLY?! with Ike. }
http://cloudbackup.openrsm.com Scott Medlock

Let’s see… He didn’t agree with you and said you were fat.

TV tends to make people look about 40 lbs heavier. He must know that.

Kelloggs is a CUSTOMER of his. Any PR is good PR?

I figure publicity stunt or one too many drinks last night.
http://www.wellnessjourneys.com/blog Ellen Brown

Maybe he still believes the adage that “all PR is good PR” even when you’re slamming someone who has the power to take you down? Bizarre indeed!
http://www.conservativereview.com Steve Spinks

I’m floored. This guy must be one of those “do as I say, not as I do” types. Not professional at all.
http://www.journalistics.com Jeremy Porter

Joking or not, I can’t think of a time when insulting somebody is a good way to make a first impression. What did you say about Kellogg’s that got him so O’Reilly’ed up? I met Tony years ago in the Atlanta PR scene – he used to have a big firm there. Used to. So he is real.

Not sure why he would attack you like that, but I suspect you’ll hear an explanation from him soon – once he realizes everyone in the modern day PR industry follows you. Calling you fat might be right up there with saying Memphis sucks.
http://blog.changearchitects.ca Keli Whidden

Yikes, count one less visitor to his web site…I’m not adding to the spike.
http://shankman.com Peter Shankman

@jeremy Porter: I simply said that I believed Kelloggs dropping Phellps was a bad idea – the only reason it was staying alive in the media was because of Kelloggs announcement. No one else dropped him. This wasn’t an A-Rod situation.

@Ike Pigott: You’ve GOT to create a show called “Really? With Ike.” Brilliant.

@Calum: I wondered that myself, which is why I emailed him asking if I could blog it – You’d think if it was sarcasm, he would have said so in his response…

@Sue: No. :)

@Shonali: But at what cost?

@Nickey: See above response to Shonali.

@Gary: Let me know!
http://www.campfirenyc.com Steve Wax

Feel guilty spending time discussing this, nonetheless…

Tony lists this on his resume: The Coca-Cola Company – 1977–1990; VP of Public Relations for Coca-Cola North America, so…

My theory is the real Tony pissed off the night janitor at his company by complaining about an un-emptied waste basket, and the the janitor, an out of work programer, hacked into his email and sent you the message.

Can we get back to Global Warming?
mike ashworth

a few thoughts….

It may not have been sent by Tony (actually typed it himself) perhaps someone has hacked his account and is seeking to annoy / do damage.

we’ve already discussed via DM on twitter that you felt ok to publish this without confirming in person that the real Tony sent it (we’ll probably have to beg to differ on this one).

If this actually was from the real tony (he actually typed it himself) then it probably doesn’t represent the best decision he has made recently.

mike ashworth
Ed Asner

Accomplished Communicator…Meet KeyInfluencer.

It amazes me that people who are supposed to be PR folk keep putting their feet in their mouths.
Lisa Bell Roden

Oh, I think he is quite accomplished at something. Not sure its the sort of thing people are looking for when they hire a professional publicist. Seems like a very negative, thoughtless attitude for someone in a field that demands constructive, deliberate and creative thinking.
http://www.johntaylor.biz John Taylor

As bad as Mr. Tortorici’s behavior was, I have to believe he was trying to be funny and has no idea just how he came across. That said, it doesn’t even come close to the recent interaction between a tech writer at the National Post and a marketing person. All of that was captured on Twitter: http://tr.im/npost1. That said, I hope that Mr. Tortorici handles his apology as well as the Post. http://tr.im/npost2. You’ve already been as graceful as @aprildunford. Keep us posted.
kelley

So the original note may have been weird/tasteless, but am I the only one who thinks it is equally as tasteless to post this exchange online? What motivates people to air their dirty laundry conversations for all the world to see, even if they didn’t start it? I am really not trying to offend, honestly, but this seems kind of childish to me.
Jennifer Blair

Peter,

As a long-time HARO fan, I’m stumped. Certainly there are plenty of mean, stupid, and drunk people out there blathering all over the Internet, but most of them don’t respond when asked about posting their insults.

They slink away and hide under a rock somewhere, or guzzle another beer, and insult someone else online.

All this fellow has communicated is what an idiot he is.

Beyond belief.

Jennifer

P.S. And you look just fine, just the way you are.
http://www.wouldntitbnice.com Carrie Wittenstein

I have a branding and marketing communications background – a copywriter. So words are my tools and I choose them carefully. Pretty basic, but obviously, he didn’t take that communications course. I also have a company that’s dedicated to spreading a philosophy of kindness. I work a lot with kids – like mean girls who say hurtful things. I would put this guy in the category of a mean kid. A bully is what they call it at my kids’ school – someone who says hurtful things for no apparent reason other than to maybe buoy himself up. So my take: He’s just a meanie and doesn’t deserve all the attention he’s getting.
Vicky

I take issue, and always have, with the idea that there is no such thing as bad publicity.

If Tony is real and posted that rude remark, then in my professional estimation he has made himself look like a jerk. If I were an existing or potential client, I would seriously question his judgement.
http://www.mediatwo.net Michael Hubbard

Seriously? The guy had to be joking. Obviously jokes are better served for people that you know – but I can’t imagine anyone actually being that much of an idiot and meaning it… Then again…
http://www.eddiehaynes.com Col. Eddie Haynes

Actually, it wasn’t Tony’s email that was hijacked, but his website.
You see, his real message is “the power of rudeness”. Someone hacked into his site and made say goofey stuff. Stuff like “play nice.”
Either that or the aliens removed his social filters when they abducted him. Either way, TOTALLY not his fault.

Side note- take it from a fat guy, you’re not.
http://everlastingmatrimony.com Sheryl Kurland

A COINCIDENCE?? It is coincidental (or is it?) that preceding Peter on O’Reilly last night was a woman from a feminist organization blasting O’Reilly for calling Helen Thomas, an elderly journalist who’s been in the business for decades and was at Pres Obama’s recent press conference, a “witch” because of her appearance. (He claims he only said that her voice sounds like a witch, and that’s all he meant.) The woman basically told O’Reilly that he is shallow and missed the whole point — that Helen is a woman of wisdom and worthy of deep respect. Journalists and the general population look up to her because she spares nothing, asks the hard questions, and shoots from the hip. Peter was a great “Helen” on O’Reilly. Shame on you Tony! (Hey, what do YOU look like???)
Joseph

@#7 Nickey — I wouldn’t watch O’Reilly either, and I’m disappointed that Peter would contribute to that blowhard’s legitimacy.

@#29 Kelly — You’re not the only one, but we live in an age, unfortunately, where blogs and Facebook and Twitter et al. have led us to believe that the littlest thing we do is worthy of sharing with thousands of people, even if it’s embarrassing to us personally.
http://BocaBeth.com Beth Butler

Peter, you pegged him (I believe) in your earlier post with “I’m jealous of you so I call you names.”

Sad, sad state! I have watched you grow your community since early, early 2008, and I met you in Clearwater, FL, and I am so ‘proud’ of you!

Envy, jealousy, bitterness….all such wasted emotions.

Stay happy amigo!

Boca Beth
http://www.justdrivemedia.com Stacey

Um, completely ridiculous. He is obviously compensating for something…
http://www.dailyaxioms.com Tim Otis

Hi Peter!
After a conversation I had with the “poster child for all things wrong with PR,” Lois Whitman-Hess, she confessed she doesn’t get this space.

Perhaps the perpetrator just doesn’t get it and doesn’t realize the impact of his decision in sending the e-mail– especially when you yourself are the ideator for all things social, and have quite the following, much like Arrington vs. Hess. Maybe you could’ve explained that to Tony, and if he still didn’t budge, well then, he deserves it I guess.To the “meanie” moniker, I would add “ballsy.”

Thanks! Checking out What’s Hot on HARO today!
http://www.zemoga.com DJ Edgerton

The unfortunate result is that he gained the exposure he was craving, regardless of his lack of social grace…he will still reap something. In this medium I would conclude it’s best not to negotiate with “terrorists”….
http://www.fabulouslyoutthere.blogspot.com Ulli

Brilliant that you put it out there. That’s really a bit of a head-scratcher. Maybe he wanted to get mentioned, but he looses professionalism points across the board.
http://www.oldworldlimited.com Lanae

This really does seem odd, and especially for someone with his many years of experience. His website appears to be personable, even with pics of his grandkids….maybe one of them thought it would be a funny thing to send to you?!?!

Or, the guy is just so comfortable in his own environment, that he is just one of those types that blurts it things w/out thought or care of consequence.

I missed the show, and would love to see it…need to find a link.
http://occamsrazr.com Ike

@Steve Wax:

Steve, my man… I can’t accept you as a Padawan as a Jedi of Snark if you don’t follow through.

Breathe deep. The force is all around you.

Now, close your eyes, and focus on what you wrote:

**”Tony lists this on his resume: The Coca-Cola Company – 1977–1990; VP of Public Relations for Coca-Cola North America”**

Now, set the wayback machine for 1985, and what does the Force tell you to do:

Yes.

You’re seeing it now.

Clearly.

Yes!

That’s it!

Point out to everyone that the guy attempting to school Peter on Public Relations was THE GUY WHO BUNGLED NEW COKE.

(People, humor is just like golf… it’s all in the follow-through.)
http://www.CxOValue.com Mary

Each of us represents three entities every single day – ourselves, our families and our companies (or clients). I wonder if Mr. Tortorici will be dropped by some of his clients based on this activity… If not, a “coaching moment” discussion (at a minimum) is clearly in order.

PS: I taped O’Reilly so I can watch it later today. I’m sure you were great, Peter!
http://www.chicpeeks.com Robin Lucas

Wow! That was pretty bold. Its just rude.
http://www.weirpr.com Carrie_in_TN

I’m thinking aneurysm.
David

I figured out how to hit send on my email. I think that makes me an Accomplished Communicator, too.
http://www.twitter.com/journalistics Jeremy Porter

I’m sure it was a hard decision for Kellogg’s to make, but agree with you that they made a mistake. They’re just drawing negative attention to the brand by dropping him. Make a statement that says, “we disagree with his behavior, but he’s made a mistake and admitted to it and we respect that.”

Personally, I think you sell more cereal with Phelps on the box. If the use of illegal drugs doesn’t keep you out of The White House, it shouldn’t keep you off a cereal box.

Oh yeah, if you’re interested, you can still get your Michael Phelps Poster at: http://www2.kelloggs.com/Promo.....?PID=15596. I’m going to send off for mine today.
http://www.erikfisher.com Dr. E…

I think I have this figured out. Tony T. is this guys name and last name initial… In the past years, I have not seen “Tony the Tiger” in as many commercials. It fits perfectly, a Tony The Tiger who lost his job as a spokes”tiger” for a large company makes a lateral move over to do P.R. and to keep some anonymity changes his last name. How much better can someone be at communication than by saying “They’re Grrrrrreat!” You might want to see if he was Mike Tyson’s handler… “Gee Mike, You’re Grrrrrreat!” Maybe you want to see if Tony’s middle name is “The”. He was just protecting his former employer. That is a loyal employee. Maybe he is trying to get his job back.
http://www.mindfirecomm.com Inga Rundquist

So was he thinking you were going to write about it on your blog because it was funny??? Is that why agreed to the posting?
http://www.linkedin.com/in/laurenban Lauren Ban

If “Tony’s” goal was to get attention then I agree, I guess he succeeded. But was this really necessary? What ever happened to manners? Or simple social graces? As an “expert communicator” he should know better. There’s a difference between making a point and just being plain cruel.
sherisaid

Is it just me thinking it wasn’t even a good insult? If he’s going to tout himself as an accomplished communicator, surely he could come up with something better than “you’re fat”. Even if he was attempting humor as he claims, there’s nothing funny or clever about the phrasing or choice of words. Joe the Plumber communicated better than that…
http://www.ConceptCreativeMarketing.com Trevor Longino

Wow. There are a few things that you don’t attempt over written communication; sarcasm is definitely one of them, unless you’re very familiar with the person you’re sending to.

Hope that Tony has learned his lesson. Nothing like a good public shaming to educate a miscreant to the error of his ways.
http://www.oldworldlimited.com Lanae

Glad to hear he apologized, and that you are moving on from it :-)

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