Over the Wire

"Mr. Gorbachev, Tear Down This Wall!"

Post by Kathy Steinberg, Research Manager, Public Relations Research

I may not remember Ronald Reagan's now-infamous speech in Berlin in which he implored Soviet General Secretary Mikhail Gorbachev to "open this gate" and "tear down this wall," but had it not been for this plea, I probably wouldn't be here - writing this blog, working at Harris, living in New York, or proudly calling myself an American citizen.

I was born in Moscow and hadn't even lost all my baby teeth when Reagan gave his speech, but apparently I owe him and his peers a debt of gratitude, as according to the plurality of Americans in our most recent BBC World News America/Harris Poll, Ronald Reagan, George Bush Sr., and pressure from Western countries in general were the factors most responsible for the fall of the Berlin Wall and subsequent break-up of the Soviet Union.

On its 20th anniversary, the fall of the Berlin Wall and the reunification of East and West Germany are viewed as a good thing by a majority of Americans (72%), and more than half (59%) believe the event signaled the beginning of a "new world order."

And, of course, I would have to agree - if it wasn't for this memorable event and its consequences (i.e., the break-up of the Soviet Union, independence for Eastern European states), my family probably would not have been able to immigrate to the United States exactly 20 years, 7 months, and 4 days ago (April 7, 1989).

So, today - Veteran's Day - I'd like to personally thank Mr. Reagan for his service, his diplomacy, and his role in the liberation of the U.S.S.R. and Eastern Europe.

If you could personally thank a vet, who would you thank and why?

***I'd like to dedicate this post to my father, a veteran of the Soviet army. Without your courageous foresight and determination, I (we!) wouldn't be here. Thank you for making the difficult decision to uproot your family, leave your homeland, and pursue The American Dream.   

Data Snapshot

Twenty years after the fall of the Berlin Wall, 75% of Americans agree that the people of Eastern Europe are much freer now than they were then.---BBC World News America/Harris Poll, conducted online between November 3rd - 5th, 2009 among 2,116 U.S. adults 18+

The Great Uniter?

Ah, the 80s and 90s...remember the excess? And how we did what we wanted, when we wanted, how we wanted? Such a blissful time...

[sudden end to lovely, lilting background music]

Harris Interactive just released this year's Alienation Index and it turns out those years we remember so fondly for both gluttony and tolerance are simultaneously the most disaffected times of the past FIVE decades (based on how engaged and represented we have felt by the people in power).

And it also turns out that Obama, with all his new hope and his "change has come to America," has perhaps compelled us to turn a soft corner.

Our Alienation Index has dropped 5 points since last year -- and 9 points from 10 years ago. And the good news is that, even the Republicans today still have an Index score lower than the Democrats had in each of the last 8 years (i.e., both terms of George W. Bush). Maybe some bridges are being built after all?

Women too now feel more enfranchised than they did in the middle of the decade -- without much change to the Intex score for men. And African-Americans have a lower Index score than....well, ever.

It will be interesting to follow the Index throughout Obama's presidency and see where it goes as the trajectory has been different for each President so far:

• During G.W. Bush's terms, the curve went up, had a slight dip, and then went back up again;
• During Clinton's terms, the Index remained high and pretty steady, with a decrease in his second term;
• During George H.W. Bush's term, the line just went up and up; and,
• During Reagan's terms, the curve went up, then down, then up, then down.

What's your prediction on how the Index score will fare for the rest of Obama's term?

Data Snapshot

72% of Americans say the people in Washington are out of touch with the rest of the country.---The Harris Poll, conducted by telephone between October 13th - 18th, 2009 among 1,019 U.S. adults 18+

Boss Power = The New Star Power?

Post by Whitney Heckathorne, Public Relations Research

Britney Spears,  Bill Cosby,  Michael Jordan,  Steve Jobs, and  Bob Dole….What do all of these celebrities have in common?

…If you guessed famous product endorsement campaigns, you are correct!

And in case you are drawing a blank:

• Britney Spears for Pepsi
• Bill Cosby for Jello Pudding
• Michael Jordon for Gatorade
• Steve Jobs for the iPhone
• Bob Dole for Viagra

(and yes, some of these celebs have had multiple endorsement campaigns…many of which have been memorable; these were just the campaigns that came to mind).

What made these campaigns so famous? The spokesperson? The brand? The ad itself? The controversy? (Think: When Britney was caught drinking a Coca-Cola beverage or when Bob Dole “sold out” and endorsed a pharma company product). And interestingly, all of these endorsers represent a different “genre” of celebrity…singer, actor, athlete, business leader and political figure.

Well as usual, I come to you with new Harris research and also, as usual, I write this post with many, many more questions than I have answers.

Teaming up with Adweek Media, The Harris Poll asked YOU… when endorsing an ad, which type of celebrity do you find most persuasive? And you answered as follows:

• Business leaders –37%
• Athletes –21%
• Television or movie stars –18%
• Singers or musicians –14%
• Former political figures –10%

To be honest, you could have knocked me over with a feather when I found out athletes and musicians weren’t tied for #1. Business leaders are most persuasive, eh? Hmmm…so are we thinking of celebxecutives such as Donald Trump and Martha Stewart? Or smallish business owners like Bob from Bob’s Furniture or Mattress Mac? I also question how versatile business leaders are in endorsing products other than their own, compared to actors, musicians and athletes (but hey, perhaps the magic of Macy’s, featuring both Trump and Stewart, along with a multitude of other celebs, will prove me wrong).

Okay so back to my point…which was that I have many more questions regarding this topic (and am hoping you can help me answer some!):

1. What other attributes must celebrities have to successfully endorse a product? Do they have to be super famous or just super relatable? Given the ease of tracking celebs via the Internet these days, it would probably behoove those who are famous to be on their best behavior…in other words, they should NOT be stamping their feet in a diva-fit if they want to be viewed positively by the public.
2. In what product category(ies) are each genre of celebrity most persuasive? Surely effectiveness isn’t completely tied to the relationship between the endorser and the type of product. In other words, Britney is not a soft drink expert and Bill Cosby is not a culinary dessert master...so why would we care about their opinion of these products if they WEREN'T famous? But what celeb/product pairings would be a match made in advertising heaven?
3. And as we continue along in our celeb-infused culture, will the new wave of advertising require partnering with multiple celebrities? If so, is it better if they are from the same or different celeb genres?

I told you…I only had questions for you today. What are your thoughts on what makes a successful celebrity product endorser?

P.S.--Must thank my Twitterverse for their help in thinking of other endorsers--mentions included Kate Walsh for Cadillac, William Shatner for Priceline, Jamie Lee Curtis for Activia, Justin Long as the “Mac guy,” and Wilford Brimley for Quaker Oats and diabetes.

Data Snapshot

Republicans are more likely than Democrats to be very satisfied with their lives (63% vs. 49%). ---The Harris Poll, conducted by telephone between October 13th - 18th, 2009 among 1,019 U.S. adults 18+

H1N1: Have 2 Need 2

Post by Michele Salomon, Public Affairs Research

In August, I posted about the need to move flu shots higher up on women’s pregnancy “to do” list, taking their rightful role next to:  limiting alcohol intake, not smoking and taking pre-natal vitamins. 

Prior to my post, H1N1 had come on the scene, and our daily news has been relentless (some would say viral) in its response… so I am compelled to post again.  The good news according to new research commissioned by HealthyWomen.org (among 668 pregnant women and new moms) is that FINALLY pregnant women are starting to listen (the power of my earlier blog entry perhaps?). 

Compared to last year, pregnant women are now more likely to agree that getting a seasonal flu shot is important (69% vs. 56% in 2008) and can affect pregnant women in more serious ways than non-pregnant women, including:

• Pregnant women being more likely to be hospitalized for flu-related illnesses (69% in 2009 vs. 44% in 2008);
• Pregnant women taking longer to recover from the flu (67% in 2009 vs. 54% in 2008); and
• Pregnant women being at higher risk for infections or other complications (66% in 2009 vs. 49% in 2008).

And more good news is that behavior does not belie action.  Pregnant women are substantially more likely to get a flu shot this year than last year (59% have/plan to vs. 20% in 2008). 

But the debate on H1N1 isn’t quite as conclusive, at least according to pregnant women who:

• Are less concerned about getting H1N1 (42% concerned about H1N1 vs. 56% for seasonal flu),
• Have greater doubt about the safety of the shot (68% women say H1N1 shot is safe vs. 86% for seasonal flu shot)
• Are much less likely to have discussed H1N1 with their health care providers (79% have not discussed H1N1 vs. 44% for seasonal flu)
• Are not planning or haven’t decided whether to get the H1N1 shot (71% vs. 41% for seasonal flu shot)

The primary reason cited for not getting the H1N1 shot is the inadequacy of testing (43%).  However, health experts such as the Centers for Disease Control and American College of Obstetrics and Gynecologists strongly recommend that pregnant women get both the seasonal flu and H1N1 flu shots.  And even though most pregnant women (71%) are aware of this recommendation by both well-respected health organizations and of course me, about 3 in 10 (29%) have already decided not to get the shot and many more, as noted above, are not planning to.

If you are still in doubt, why?  What is holding you back?  Time (or) interest (or) information (or) concern?

Click here for additional information about flu season and pregnant women.

Data Snapshot

Nearly 9 in 10 Americans (88%) say they are satisfied with their lives, and 54% say they are very satisfied. ---The Harris Poll, conducted by telephone between October 13th - 18th, 2009 among 1,019 U.S. adults 18+

What Do Employees Want?

Post by Allison Dickin, Public Affairs Research

Do you ever feel as though the people in charge at your place of work (bosses, owners, or top executives) just don’t understand what really matters to employees?  Well, according to research conducted on behalf of Spherion Corporation this past February and March, you might be right. 

This research surveyed both employers and employees and found that these groups have very different views of what matters most to employees.  While employers are more likely to believe that supervisor relationships and a company’s management climate are important to employees (84% consider each to be important), these items don’t reach the top of the list among employees. 

In fact, the 3 factors employees most commonly consider important are all related to compensation (benefits-76%; financial compensations-75%; growth & earnings potential-66%).  While most employers recognize benefits as being important to employees (79%), financial compensation is far lower on employers’ lists, ranking 6th out of 8 items, in terms of the percentage of employers who see this as important to their workforce.

What does this mean?  It’s tough to say in this economy.  While we’ve started to see signs of improvement, job losses continue to be in the hundreds of thousands each month.  What employees want may not be a priority for employers struggling to keep their businesses afloat, or for employees who are happy they still have jobs.  But as things continue to improve and the competition to attract the most talented workers heats up among employers, these issues may rise to the forefront again.

What is most important to you in a job?  Does your relationship with your supervisor matter most, or are salary and benefits more important?  Do you feel that your employer is doing enough in these areas? 

Data Snapshot

About one-third of Americans want to commit more troops to the war in Afghanistan, while a similar number want to commit fewer troops. About one-quarter of Americans are undecided about what to do. ---BBC World News America/Harris Poll, conducted online between October 23rd - 27th, 2009 among 2,227 U.S. adults 18+