As the season for summer blockbusters approaches, movie studios find themselves wedded to similar “blockbuster” marketing spends that rely heavily on TV advertising, the .

Despite a sharp decline in consumer spending and DVD sales that have long been the underpinning of the movie business, the studios are about to embark upon the costliest summer for movie marketing campaigns they have ever pursued. A dozen big-budget pictures are set to crowd into theaters over the short 16-week popcorn movie season, many with worldwide marketing budgets that will top $100 million each.

And much of that budget is going to pricey TV ads, say the executives. Jeff Blake, Sony’s worldwide marketing and distribution chief, told the paper: “Television is still the No. 1 medium to sell our product,” and added that although the Internet “is a rising medium,” it “doesn’t yet have the reach of TV.”

Might the PR industry have something to say?

From the :

In the late nineteen-twenties, two companies—Kellogg and Post—dominated the market for packaged cereal. It was still a relatively new market: ready-to-eat cereal had been around for decades, but Americans didn’t see it as a real alternative to oatmeal or cream of wheat until the twenties. So, when the Depression hit, no one knew what would happen to consumer demand. Post did the predictable thing: it reined in expenses and cut back on advertising. But Kellogg doubled its ad budget, moved aggressively into radio advertising, and heavily pushed its new cereal, Rice Krispies. (Snap, Crackle, and Pop first appeared in the thirties.) By 1933, even as the economy cratered, Kellogg’s profits had risen almost thirty per cent and it had become what it remains today: the industry’s dominant player.

YOOX, a Milan-based Internet retail platform for a number of luxury fashion brands, as well as its own e-retailer Yoox.com, is launching a green initiative on – wait for it… – Earth Day. The “Yooxygen” campaign includes a microsite featured on Yoox.com which will sell limited edition eco-friendly fashion, design, jewelry, and music, including products by influential fashion icons via Leny, an eco-brand that aims to fund Al Gore’s eco association, The Climate Project.

What’s unique about this initiative is a) the name Yooxygen, b) eco-friendly shipping, and c) the overarching green corporate initiative which aims to position YOOX as an eco-friendly company. The company, working with C&M Media, is promoting the internal effort via traditional media relations in conjunction with the Yooxygen consumer initiative. Corporate activities include educating employees on the separation of waste and recycling; introducing a car share program; and adopting renewable energy at the Milan-based office.

So while the green movement may be dying on the consumer front, there may still be effective ways to leverage the trend as part of a corporate comms strategy.

Criticism of AIG’s hiring of PR firms just won’t die. Rachel Maddow and Breakingviews recently took critical looks at the company’s agency roster given its federal funding. This time, it comes in the form of an article from Time: “Is AIG spending too much on public relations?” The author points to recent comments from members of Congress that question “the firm’s p.r. payroll,” as well as a lawyer of former AIG chairman Hank Greenberg. AIG’s SVP of comms, Nick Ashooh - who made PRWeek’s people with the “toughest jobs in PR” 2008 list - broke down the responsibilities of its PR firms to Time.

AIG retained only one full-time p.r. firm when it ruled the insurance world. Today’s four firms, said Ashooh, have different missions: Sard Verbinnen & Co. helps to structure statements on the bailout, Kekst & Co. focuses on sales of assets to pay back federal loans, Burson-Marsteller handles controversial issues and Hill & Knowlton fields inquiries from Capitol Hill and prepares congressional testimony for company officials. “If the criticism was we were running image-advertising or doing sponsorships to make ourselves look better, I could see that,” Ashooh said. “But we’re doing a lot of information-processing. It’s really been just responding to inquiries” from Congress and the media.

Much has been made about how to communicate with women, especially those who are considered healthcare decision makers, but an April 8 story in The Boston Globe at a look at the way men communicate health news.

The story says: “Men are raised with inhibitions or ‘rules of manhood’ that may keep them out of the healthcare system, Zoske explains. He says that most health messages are expressed in a ‘feminine form.’ The basic public health theme, he says, is, ‘Notice your body, pay attention when something isn’t working well, and seek help when needed.’ But, Zoske says, this statement doesn’t really speak to guys. He points out that men may be deaf to their body’s symptoms because they are brought up to ignore factors such as vulnerability and pain.”

Other key points include engaging men in a dialogue by letting them know that other men have similar symptons or ailments; communicating health messages by framing them in terms of safety, strength, and performance; and using numbers, statistics, and metaphors because men respond to those communications tools.

Bat biologists in New England are looking for some help when it comes to getting positive PR for bats. An article in the today discusses how a mysterious illness affecting bats is causing concern among wildlife biologists, and they are in need of funding.

Despairing bat biologists want to hire a publicist - a kind of public relations batman - to give bats an image makeover and educate people about the night creatures’ ecological benefits. If they could get people to care even half as much as they do about polar bears, these researchers say, desperately needed dollars and attention may follow to save the misunderstood animals.

Kayak.com’s review for an AOR is nearing completion, with two agencies set to present on Tuesday, April 7, according to Kellie Pelletier, Kayak.com’s VP of communications. Stay tuned for more exclusive coverage the week of April 6.

Ben & Jerry’s announced today it was behind the unsettling corporate site, Cyclone Dairy, a company marketing milk from 100% cloned cows. Part April Fool’s Day prank, part educational campaign, the fake site, which went up about two weeks ago, was created to drive awareness about the use of cloned animals in the food supply and advocate Congress create a national registry and tracking system. AOR Cone supported the initiative.

The buzz about the Soho launch of fashion retail outlet Topshop is overwhelming, and has been building to almost intolerable levels amid faulty openings and launch date rumors since fall. At first, I thought that the blogs were only jumping on the bandwagon of excitement, but as someone who recently picked up a few items at an international outlet and has caught Topshop fever, I can say that the anticipation is legit.

I can also say that KCD - the agency handling PR for the NYC launch – is doing its job. The agency is generating serious pre-launch buzz through its outreach, grassroots efforts - guerilla street teams handing out gift cards – pre-launch parties, and the Apr. 2 opening event with an appearance by Kate Moss, one of the shop’s British design partnerships for the US outlet. This Thursday, I recommend helmets and knee pads within a block of the store.

KCD declined to comment on PR activity supporting the launch.

Sears launched a new tag line - “Sears. Life. Well spent.” - that will more strategically align the company’s branding efforts with consumers’ increased interest in quality of life and thoughtful consumption. The new tag line reflects consumers’ changing ideas about the American dream and how Sears’ products fit in with these values, said Tom Aiello, division VP of PR for Sears Holdings. Euro RSCG Worldwide PR will provide PR support.  “As we move ahead, you’ll see strategies and tactics come out that really bring the tag line to life,” Aiello said. One example is the Heroes at Home program, which provides support to service members and their families. Sears will be expanding the scope of this program’s reach to include other “everyday heroes,” such as teachers, police officers, and fireman. Projected to begin this expansion in the fall, these changes will “bring focus into local communities,” says Aiello.