Reminisce about the conference on Flickr

We have posted several photos from the conference to our Flickr group, www.flickr.com/photos/prondemand.

If you have photos you'd like to share, please e-mail me with the attachments, or for an invitation to the Flickr group so you can post them yourself.

Note: not all photos are posted. We will be receiving photos from the Thursday night reception soon.

Cision: Less is more when it comes to media targeting

Submitted by Ruth McFarland, Senior Vice President and Publisher, Cision, a sponsor of the 2008 PRSA Sunshine District Conference.

A few high-visibility journalists and bloggers have made headlines in the past year by publishing “blacklists” of PR people who once-too-often approached them in the wrong way. Authors of blogs, because theirs is such a personal, conversational medium, are especially sensitive to being “spammed” with news releases and one-size-fits-all pitches sent to mass-email lists.

At Cision we are on the front lines of this controversy, because we maintain the media research database that many PR professionals use to develop their editor contact lists when they are planning campaigns. For that reason we decided early on to take the lead in advising our customers on best practices in reaching out to both the mainstream media and online worlds. In fact, before every entry in our database describing a blog, we state the following cautionary note:

“The fundamentals of working with bloggers are the same as with traditional journalists at traditional media outlets: respect their schedules; take time to read their material to learn their interests; and only contact them if/when they want to be contacted.”

We also send our clients a white paper we authored on media targeting: “What NEVER to do When Targeting the Media.” The white paper gives commonsense advice on the right ways to build long-term relationships with editors, versus the too-frequent practice of using a shotgun blast instead of a rifle shot.

Behind these efforts at education is a single, simple thought: less is more. The better your media research—the more information you have about the editors you are trying to contact, including who their readers are, how they align with your target customers, and how those editors do and don’t want to be contacted by PR people—the more efficient you will be with your time and the more success you will have with your pitch. Why send out 100 news releases, when sending personal notes and making follow-up calls to the 10 editors and bloggers who really want to hear from you will get better results in less time?

With more PR people competing as hard as ever for mainstream media attention while they tackle an entirely new set of targets in social media and the blogosphere, the age-old issue of how to effectively communicate your stories in helpful ways without wasting editors’ time has come to the fore once again. With the right kind of research and care in targeting, you can be part of the solution, not part of the problem.

Looking back

The 2008 Sunshine District Conference is history. With 24 sponsors, more than 25 speakers and 115 attendees, this was quite a wonderful year. I know we all took away some valuable information from the sessions, and I hope all of you were able to enjoy interacting with some new colleagues.

The conference committee is going to take the rest of the weekend to rest, but we will post some photos from the conference soon. If you took photos at the conference, we would love for you to share them (be a citizen journalist, like Peter Shankman said...)

Details to come...

Thanks again to those of you who attended and have a wonderful weekend!

Tic, Toc: Time is Up! Conference time is here...

'Twas the night before Conference, when all through the house...not a creature was stirring, not even the Conference coordinators...OK...that last part isn't exactly true.

We are putting the finishing touches on all things Conference!!!! Hope you are geared up as much as we are. And with 110 registrants, more than 35 speakers, and 16+ sessions and keynotes, it is easy to see why.

Worried about the weather? Don't be. It is always sunny in Florida (somewhere)...look on the bright side: mother nature needs a little thirst quenching. And of course, in case the rain does come down---we'll take the opening reception from pool-side to inside. Don't fret---the Calypso band and Cuban cigar roller will follow us in (as well as the food and drinks!).

p.s. Not just local PR pros...we have guests attending from Georgia, New York, Michigan and California.

Miami Herald's parent slashes jobs

Many of you may have read reports that McClatchy, the third largest newspaper company and parent to The Miami Herald, El Nuevo Herald and Bradenton Herald, is cutting its budgets after major losses due to poor ad sales and the slowing economy (take a look at the article in today's Herald online).

The net effect for The Miami Herald? A staffing cut of 17 percent, or 250 people. The company said that the cuts at The Miami Herald were among the largest within the company since it was underperforming more than its peers. A McClatchy executive cited the paper could also benefit from "opportunities for greater efficiencies."

What does this mean for us as PR practitioners? I know I am not the only one who has noticed that reporters are stretched much thinner than they were even one or two years ago.

Rick Hirsch, the Herald's managing editor for multimedia and new projects, will be on hand to speak at this year's conference in a panel on convergence.

Speaking of the conference, we hit 104 registrants today. With the opening night reception just a little less than 48 hours away, the conference committee is putting in its final work to pull off the great event we've been planning for nearly a year. We look forward to seeing you!

Sneak preview at conference program

It's hard to imagine the conference is this week. After months of planning, we're just about to hit the beach with 15 fantastic professional development sessions.

Take a peek at the conference program online to learn about our speakers and sponsors.

A final note - registration closes on Tuesday. If you still have not registered for the conference, what are you waiting for?!?!

See you in a few days.

PRSA response to CBS: What would McLuhan say?

When I saw today's e-mail from PRSA responding to CBS News' recent criticism of the PR industry, I was intrigued to see PRSA used a video message from PRSA Chair Jeffrey Julin, APR. Upon second glance, I noticed PRSA posted the video on both its media center and on YouTube. I clicked the YouTube link and noticed an interesting comment about the video.

Roger Bridgeman writes, "While I applaud the purpose and sentiment of what's being said here, my goodness, this is YouTube not a PRSA annual meeting. Too many words written and scrubed by committee, too much 'talking head,' and not enough real emotion explaining what we do, our value to our clients and society, and why we feel we've been 'wronged.'"

I must say I agree with Mr. Bridgeman. While I think it was appropriate for Julin and PRSA to respond, I think we have to be careful about how we respond in situations like this. When you are being accused of spin, it's not appropriate to respond with more spin. Julin's response came off too polished to be "real," and I can't help but think that this only perpetuates our image as slick liars.

Communications theorist Marshall McLuhan said it best when he said "The medium is the message." While I applaud PRSA for countering Andrew Cohen's unfortunate stance and using new media like YouTube, a softer, more conversational message might have resonated more.

What do you think?

Check Julin's response out for yourself:

It's not easy being a PR person...

Most of you who are PRSA members probably saw the society's e-mail encouraging you to post comments on a recent commentary on the PR industry.

In the commentary, CBS News Legal Analyst Andrew Cohen responds to Scott McLellan's tell-all book on the Bush administration citing PRSA's Code of Ethics and saying, "Show me a PR person who is 'accurate' and 'truthful,' and I'll show you a PR person who is unemployed. The reason companies or governments hire oodles of PR people is because PR people are trained to be slickly untruthful or half-truthful." Like any good Web story, the article is followed by page after page of comments from PR pros and critics of the profession (see the letter PRSA submitted yesterday).

I personally find it a little tough to take guff about being a liar from someone who is a legal analyst, and I am sure I am not alone in that feeling.

Whether we're seen as professional lunch-takers, liars or bona fide strategists, it shows the industry still has a long way to go to get the credit it deserves.

PRSA national Chair-Elect to discuss state of society, industry

We all know PR is changing. Who better to speak about the state of the PR industry than PRSA national Chair-elect Michael Cherenson, APR?

Michael will give opening remarks on Saturday morning, and will be available to answer your questions about the industry and the latest activity within the world's largest PR organization.

We're just a few days away and we look forward to seeing you soon.

Sneak Peek to Saturday session: Peter Shankman

You may remember I blogged a few weeks ago about Help A Reporter Out, a service that connects reporters and bloggers with sources for stories. The best part about it - it's completely free for journalists, bloggers, PR pros and anyone else who wants to register.

The site has grown by leaps and bounds (perhaps because of the mention on this blog?) and creator Peter Shankman will talk about how he grew the site through his use of social media. If you haven't signed up head there now - there are great queries sent a few times each weekday.

Peter is very popular on the speaker circuit, and if you read a summary of a recent keynote address he gave or check out his blog, you'll know why.

On a "housekeeping" note - if you're planning to join the fun in Miami Beach June 19-21, make sure you register and book your room at The Alexander no later than 5 p.m., Tuesday, May 27. This is your last chance to get the great rate of $169/night (limited rooms are also available at this rate for June 18 and June 22).

Business Wire: The evolution of the press release

Submitted by Mike Gibaldi, APR, Account Manager, Business Wire

Unless you've been on a long sabbatical from our industry or have been living under a rock for the past few years, you know that the press release has evolved well beyond its original role.

The original, sole role of a press release: present a compelling, 'newsworthy' message to a journalist in the inverted pyramid structure in the hopes of getting editorial coverage.

The new role: the original role, plus, plus.

Business Wire absolutely believes in the original role of the press release and supports it with our core distribution service and a nationwide media relations team that is in continual contact with the nation's traditional journalists. Nothing beats third party endorsement by the Fourth Estate. However, for good or bad, the gatekeeper role of traditional media has greatly changed. Business and consumer audiences demand and get their news unfiltered, when they want it, where they want it and how they want it.

All this provides an opportunity to treat the humble press release as an interactive marketing tool.

Think Google news alerts, MyYahoo, MyBusinesswire, myfavoriteindustrywebsite.com, podcasts, blogs, social media and RSS feeds. Information is no longer contained in neat, vertical silos but has spilled and flattened out as far as the eye can see – to be shared, repurposed and aggregated.

The news consumer is driving the process and if you're not tweaking your press release approach to work in the new environment, you will fade to the margins of the public relations and marketing community.

In a nod to the original role with a few modern twists, Business Wire offers this traditional release writing advice.

And looking at here and now, and considering the almighty and ubiquitous Google, we offer writing for robots vs. reporters.

Let's not concede the opportunity presented by the interactive press release to others in the integrated marketing spectrum. It belongs with the PR profession. Business Wire is working hard to help our clients EXPAND their piece of the new communications pie.

We invite you to visit the Business Wire website and the BusinessWired blog to learn more.

Enjoy the beach!

Session Highlight: Preparing for a Disaster in a Post 9-11 World (Lauren Stover, Miami-Dade Aviation Department)

Continuing with our focus on the conference sessios...
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WORKSHOP SESSION: June 20 @ 11:30am
Lauren Stover, Miami-Dade Aviation Department & Andy Newman, Newman PR
Assistant Aviation Director for Operations and Security
PR on Demand: Preparing for a Disaster in a Post 9-11 World

Take advantage of Miami-Dade Aviation Department’s expertise in disaster preparedness, homeland security measures and the annual Atlantic-basin hurricane season and learn more on how you can prepare your company, organization or clients to deal with disasters and potential security threats in South Florida. Lauren Stover works directly with the U.S. Department of Homeland Security on a daily basis by putting into place improvements aimed at strengthening aviation security while streamlining procedures for travelers. Stover, a 23-year veteran of Miami-Dade County government, is highly trained in handling incidences of national significance and is regarded by the Department of Homeland Security as one of the top crisis managers in the U.S. She is responsible for all security, operations and communications activities in the County’s system of airports.

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Living in South Florida, we all know firsthand the preperation needed before, during and after a crisis...especially during Hurricane season. Imagine if you were charged with the crisis plan to...oh I don't know...say, one of the busiest airports in the world with more than 80 airlines serving 150 destinations around the globe during a hurricane or worse yet: a security scare. Yikes! Preparation is KEY!

We always counsel our clients or senior management on the importance of being prepared with a plan before devastation hits. The responsibility is ours to anticipate the "what ifs" the "unspeakables" and the "it would never happen in a million years" situations. We live our lives one crisis at a time given the nature of our business...but when a real crisis hits whether it is internal, external or (God forbid) a major devastation...then we are really thrust into the 24/7 on-demand mode with our employees, our partners, our clients and even our family and our community. Do you have any crisis situations that you've dealt with that you are most proud of that you'd like to share? Any crisis that you survived but hindsight has shown could have played out better?

Don't forget: Early bird rates have been extended through May 16! Register today...

More session highlights to come!

Early admission rate extended to May 16

By popular demand, the planning committee has extended the early admission deadline for the Sunshine District Conference to Friday, May 16. PRSA members who register through Friday, May 16 pay $249 (a $60 savings over the regular $309 rate).

If you are planning to pay by check, do not forget to register online and select this option. Also, if you need a hotel, rental car, airport shuttle or airline ticket, visit our website to see our travel information, including some special rates arranged for conference attendees. Don't forget - the special hotel rate of $169/night per suite at The Alexander expires May 19.

We have more than 50 people confirmed for the conference so far, and look forward to having a great event June 19-21 in Miami Beach.

Session Highlight: Making the Most of Corporate Sponsorships (Karen M. Jones, DHL)

The PRSA Sunshine District Conference is almost here! As we finalize the conference agenda, we will begin a series of features on some of the speakers and sessions on this blog.

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KEYNOTE SESSION: June 21 @ 11:30am
Karen M. Jones, DHL Express
Senior Vice President, Corporate Marketing & Communications
Making the Most of Corporate Sponsorships
Looking to find the right partner for a new sponsorship platform? Learn how to create a 360-degree program to activate a successful partnership. Hear how DHL, Official Express and Logistics Provider for IMG's Fashion Weeks and Major League Baseball, leverages media relations, community programs, branding, customer and employee engagement opportunities programs to maximize sponsorships.
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Take advantage of DHL's expertise in the corporate sponsorship arena and learn more on how you can maximize your company/brand with targeted, effective and successful partnerships. Whether your company or client is large or small---there are great partnership opportunities out there for you. From non-profit events and community outreach programs to international sporting events...there is atleast one that is sure to fit with your marketing goals and vision. Remember, sponsorships can be monetary, barters/exchanges or even volunteer time. This is a PR/Marketing area that allows you to think outside of the box on what is beneficial for all parties involved.

Won't you join us? Early bird rates are still available! Don't forget to register to take advantage of these great low rates. Also, rooms at The Alexander Oceanfront Resort are going fast--don't forget to book your room, too!

Just a few days left...

If you're a PRSA member and you haven't registered for the Sunshine District Conference, you should do so by Friday, May 9 - this is the last day to get the early bird registration rate of $249 (a $60 savings). Visit www.prsamiami.org/conference for information, and don't forget about our special Friday night event, a three course dinner with welcome mojito at OLA and a tour of Miami Beach (just $40 for both events, transportation with a PRSA Miami member included).

If you're not from South Florida and need a hotel, you should also act quickly on our special hotel rate of $169/night, which is available through May 19. Call The Alexander directly at 305-865-6500 or 1-800-327-6121 now to book your room.

Finally, if you haven't done so lately, check out our Speakers page for the latest information on our programming.

We're just a little more than a month away. See you June 19-21 in Miami Beach!

Does working on your CrackBerry entitle you to overtime?

A few days ago Miami Herald reporter Cindy Goodman blogged about a trend for employers who are making policies about their employees' use of BlackBerries and other handheld devices outside of work hours. Many employees are beginning to ask for overtime now that they have an even shorter digital leash to their bosses and are expected to respond to e-mails well after they punch out at work.

I have to wonder how many PR professionals are considered for overtime for all of their time working outside of 9 to 5 (BlackBerry or not). I am not on a BlackBerry, but I can't usually stay afloat without checking and responding to e-mail from home at least once or twice between the time I make it home and arrive back at work the next day. I actually consider this part of the job of a PR professional. Our industry was deadline driven even before cell phones or beepers were ubiquitous. The key is to set boundaries and limits, and unplug from time to time.

Do any of you have BlackBerry policies at your jobs? Do you feel BlackBerries have improved the PR field by making it more on demand, or has it created an unrealistic expectation of instant (but perhaps impersonal) service?

On another note, do not forget that our early bird deadline for the Sunshine District Conference is May 9. Members who register before then pay $249 ($60 off our regular rate). Visit our conference site now to check out our speakers and register for the conference. We're now less than two months away!

Speakers, Sessions and More. . .

With only two months to go, as you work on picking out the best bathing suit and researching the best restaraunts on the Beach, the SDC Planning Committee has been busy finalizing the list of speakers, panels and sessions. Below is a list of confirmed speakers for this year’s conference. But check back regularly, beause as new speakers, sessions and changes are made we'll be sure to post them here.


Keynote Speakers
Maria Elena Salinas, Univision
Karen M. Jones, DHL

Accomplishing Excellent Client Service Through PR Awards
Christine Barney, rbb Public Relations

Crisis Management: Tactics from the Trenches
Elliot Cohen, Cohen Crisis Management

From strategic decision making intended to control messaging during a crisis to ways to maximize your influence on coverage of your organization, this session will teach damage prevention, and damage control as well as insider tips on how to use the media's own competitive nature to your advantage. There are lessons on the sophistication of the new media 24/7 news cycle and how you can use the demand for constant information on the internet to control your own message.

International PR Agency Roundtable Discussion: The Value of Resources in a Web 2.0 World
GolinHarris
Fleishman Hillard
Burson Marsteller

Powerful Presentations – Going Beyond the Norm and Onto the Web
Geri Evans, Evans PR Group

Communicators know all too well the negative impact of ill-prepared, disorganized, and boring presentations. This rapid-paced, practical and fun session will focus on 12 specific tips for creating and delivering a more powerful presentation – one that will give strength to your message and your credibility. While the tips are not shockingly new, they are worth remembering and implementing.

PR on Demand: Preparing for a Disaster in a Post 9-11 World
Andy Newman, Newman PR
Lauren Stover, Miami-Dade Aviation

Putting Social Media to Work for You
Rosanna Fiske, APR, Florida International University
Rick Hirsch, Miami Herald

Social Media Optimization: Putting the Relations Back in PR
Ed Schipul, Schipul

VisitFlorida: How to Make it Work for Your PR Needs
C.A. Clark, Miles Media Group

Conflict of interest in Clinton campaign

Everyone learns about conflicts of interest early on in their PR career, and every now and then an agency or company is exposed for a major conflict of interest.

A glaring example occurred just a few days ago with Burson-Marsteller head Mark Penn, who was also chief strategist for Hillary Clinton. Penn, whose firm represented the Columbian government, got into hot water when he met with Columbian officials despite Clinton's strong opposition to a free trade agreement with the South American nation. While Penn said his business in Columbia was fully related to his duties with the firm, he admitted the subject of the meeting was related to the trade agreement.

The outcome? Penn lost his post with the Clinton campaign (but will continue to offer strategy) and Burson-Marsteller lost its contract with the Columbian government. Time will tell if this has a major impact on the struggling Clinton campaign, or what the long-term effect for Penn or Burson-Marsteller will be.

With the world and the way we communicate changing right before our eyes, it is more important than ever to study traditional PR principles as much as the new trends that are changing the media and how we get information. We hope to give conference participants a look at both old and new strategies and techniques at our conference in Miami Beach, June 19-21. Keep your eye on the site, as we'll be posting speaker information in the coming days.

New 2008 Media Survey Released

Everyone is talking about the convergence of media; how media professionals are wearing multiple hats due to the increase in technology and demand for instant gratification news. Just released: PRWeek/PR Newswire Media Survey (download). Hear from media pros directly...and yes, the blogosphere and new technologies are B-I-G! (full disclosure: I work for PR Newswire; PRNewswire is also a conference sponsor). Of course, it isn't just journalists that have to adapt...so do PR professionals. Our media relations strategies need to evolve in order to ensure that we are "speaking" the same language with journalists.

PR Week's Frank Washkuch writes in the piece State of transition, "From increased responsibilities to growing competition, the constantly evolving media landscape has created both challenges and opportunities for today's journalists...Many journalists are having to expand their skill set and add "blogger" to their resumes. Moreover, reporters at newspapers across the country are finding that they have to fill an online news hole, as well as the traditional ink-stained pages, according to the 2008 PRWeek/PR Newswire Media Survey. "

Can you 'help a reporter' today?

Today I registered for a new service called Help A Reporter, what seems to be a mom and pop version of ProfNet (full disclosure: ProfNet's parent company PRNewswire just signed on as a conference sponsor today).

I've received a few Help a Reporter e-mails today digesting requests for sources from various reporters, and actually saw some topics that would fit experts at my company. It appears many of the reporters are freelancers or bloggers (most have gmail, yahoo or hotmail e-mail addresses) but it still seems like a viable approach for companies who have the interest in new and social media and the resources to monitor these posts.

While the idea of these services is nothing new, it certainly is interesting to see how reporters are relying more and more on them. While responding to these queries does not guarantee a hit every time, I personally have gained some great stories by firing back a response and pitching my expert. It's also great to scan these queries and see what's top of mind in newsrooms (and the home offices of bloggers and freelancers) across the country.

A few months ago I was asked to research some of the PR services we use at my company. I sat in on a teleseminar that featured reporters from two daily newspapers. Both time-strapped reporters said that they rely on services like ProfNet and Help A Reporter now more than ever because of the broad, instant reach to potential sources.

Do you have any good (or bad) experiences to share about these services, or any best practices? Have you registered for HelpAReporter.com? Tell us in the comments section.

Conference Web site is live

Our conference Web site is now live at www.prsamiami.org/conference. While it is still a work in progress, you can now register for the site and also see who is sponsoring the conference. This blog will stay active. Please continue to look to it for conference updates and other news from teh PR world.

Don't forget that PRSA members receive a $60 earlybird discount off the $309 regular price if they register through May 9.

By early April we'll begin posting our speakers and presenters at the site so you will see what's in store for the conference.

A special thanks to webmaster and immediate past president Natalia Flores, APR for working on the site during her maternity leave and to StarChapter for sponsoring the site.

Mark Cuban sounds off on blogs

On Blog Maverick, the outspoken Dallas Mavericks owner and billionaire Mark Cuban gave some insight on his decision to ban bloggers from his team's locker room on his own blog (see his posts from March 10, March 13 and March 17).

Cuban says there is simply not space to grant media access to everyone, so he does not allow bloggers into the locker room (but they do have access elsewhere). When he found out one of the handful of Dallas Morning News writers who had access to the locker room was employed solely to be a sports blogger, he raised a red flag, saying he treats all bloggers the same, whether they attend a Dallas high school or write for the Morning News. He did not want to give the blogger from the Morning News (who had this access for many games before the ban) preferential access simply because he was employed by a traditional media company.

The Morning News provided an interesting response, claiming Cuban is singling out this blogger for his views (a claim Cuban is vehemently denying) and that this blogger should be allowed access since he gathers quotes that often make it into the print edition of the paper.

Cuban's view is not that blogs are bad (he would be quite the hypocrite if this were the case) but he is clearly separating church and state. He warns that respected media outlets put their reputations on the line when they start blogs since blogs do not typically allow for the same publishing standards consumers should expect from the traditional media.

Cuban's point is valid - it is easy to create a blog, and many blogs are of poor quality, but I can't help but feel he's cutting off his nose to spite his face. I certainly agree (as do a lot of newspaper publishers) that blogs are risky, but it is uncharted territory that media companies (once called newspapers) need to explore to survive. The print newspaper is going the way of the do-do, and like it or not, blogs are what resonate with a lot of consumers. Media companies are also strapped for resources, making blogs a quick and easy solution for newspapers and TV stations trying to do more with less.

It's obviously his prerogative to set the standards for his own organization's media access, but I have to wonder how long this will last since more and more media companies are hiring writers to blog exclusively. Cuban writes about this extensively, but I am not convinced that we live in an age where we can weigh a blogger's words against those of a traditional reporter.

I am sure we have all had to make a decision about granting a blogger access at our own companies. Do your PR departments have policies on how to handle bloggers, or do you handle bloggers on a case-by-case basis?

Registration prices for PRSA Conference

We're putting the finishing touches on the conference Web site, and it is just days away from being launched (keep an eye on your e-mail if you are a Sunshine District Conference member).

In the meantime, I wanted to let you know what the registration fees for this year's conference will be. I will post a link to the conference Web site and registration page once these pages are open.

$249 - Early admission PRSA members (through May 9)
$309 - Regular admission for PRSA members (May 10 and later)
$369 - Non-member admission
$209 - PRSSA student admission

$169 - Nightly rate (suite) at The Alexander (plus applicable fees + taxes)
$40 - Friday night dinner and walking tour of South Beach (optional)

You will also have an opportunity to get a group travel discount on both American Airlines flights and Avis rental cars.

Get a taste and tour of Miami Beach - Friday, June 20

As I mentioned in a previous post, we've created an optional Friday evening event for conference attendees who want to get a taste and tour of South Beach on June 20.

George Neary from the Greater Miami Convention & Visitors Bureau will take members on a walking tour of South Beach from 7 to 8:30 p.m., with the tour stopping at OLA Restaurant at the Sanctuary Hotel, the location of our Friday dinner. OLA is an acronym for Of Latin America, and you'll see acclaimed chefs Douglas Rodriguez and Jose Luis Flores reflect the diverse flavors of Miami in their unique menu.

The cost for the walking tour and dinner is only $40 per person, and includes tax, gratuity, transportation with a PRSA Miami member and a welcome mojito or mocktail. Special thanks to Rosemary Staltere of OLA and committee member Michelle Revuelta for putting this event together. The menu for the event is below...

Welcome mojito or mocktail

Appetizer (choice of)
Ecuadorian Shrimp
Shrimp, roasted tomatoes, popcorn & corn nuts

Smoked Marlin Salad
Rum vanilla cured smoked marlin in a crispy fried malanga boat topped w/ pickled jalapenos

OLA Salad
Mixed Boston & purple lettuce, feta cheese, fava beans, red radish, pine nuts & guava chipotle vinaigrette
Entrée (choice of)
Sugar Cane Rum-Cured Panela Salmon
Panela rum cured and seared, creamy quinoa, broken black olive vinaigrette, jicama salad
Crispy Pork
Fried yucca dressed with lemon mojo, black bean broth & cilantro mojo
Pollo a la Ceniza
Roasted chicken breast crusted w/ 3- onion dust, served w/ white bean fondue, roasted elephant garlic and white bean salad

Vegetable Paella
Saffron rice, fava beans, sweet peas & plantains

Dessert
Chef's Tasting Platter of Gourmet Desserts

Digital cameras fueling on demand nature of the media

PRSA's PR Tactics and The Strategist Online has a telling article on how consumers are fueling the paparazzi trade. The report says consumers are providing tabloids, magazines and TV shows broader access to celebrity photos. All of this is thanks to the now ubiquitous digital camera, many of which can also capture video. The paparazzi is really just one form of media that is responding to this change.

Digital cameras have made our lives as PR pros much easier, and media have responded by relying more upon us to provide images from events instantaneously. Dailies have had to slash budgets, and are now asking reporters to take photos, capture video and record sound in addition to writing the story.

To compete with new media, most daily newspapers and TV stations have beefed up the images and video they run with their online stories, and the expectation is that PR pros provide more content with news releases and in news centers.

Does anyone have any success stories about supplying more multimedia to reporters to enhance their stories? Do any of you have any tips for improving our media centers or gaining the skills needed to communicate with today's tech-savvy consumers?

Have you weighed in on the conference yet?

I can't believe it's already March, but I am happy to report that we are getting very close to announcing more details for the 2008 Sunshine District Conference.

If you haven't done so already, please share your input for the conference in our very short and sweet online survey. Our goal is to deliver a conference that offers what you want to see - please take a moment to let us know what you'd like to learn about. If you have additional feedback that you feel can't be covered in the survey, please feel free to e-mail me. You can also recommend speakers by completing the Call for Presenters form to the right.

One quick conference update... we pulling together the details for our Thursday night opening reception, and we are adding an optional Friday night outing that is sure to give you a taste of Miami Beach. We expect our full Web site and registration will be launched by the middle of this month, and we will be offering PRSA members a special rate for registering early (keep an eye on your e-mail - we will notify you when registration becomes available).

Are you a "passionista"?

The Online Marketing Blog posted an interesting article about a term they call passionistas. Edwin Wong, director of customer insights at Yahoo! says people "love brands that love what they love."

The article says passionistas are important because passionistas search 184 percent more than others. You can engage these strong brand advocates as your company's best marketers by focusing on them and tailoring content to their needs. This feeds the word of mouth marketing that all of us dream about for our brands.

Are you a PR passionista? Would you like to be a writer on this blog? If so, please e-mail me so you can weigh in on the conference and on other PR issues.

When e-mail backfires

It's no surprise that most professional communicators rely heavily on e-mail. Think about it - when was the last time you snail mailed a news release, and how often do you use your fax machine?

I am sure most of you have experienced that moment of anxiety when the computer network is down (or worse, you're in the midst of a BlackBerry or Florida Power & Light outage) and you don't know what to do with yourself.

E-mail does become addictive, and some employers are telling employees they can't use e-mail on specific days. As a heavy e-mail user, I know I sometimes rely too much on e-mail communication, and it's not unusual to see a friend or colleague send a misfired, misinterpreted e-mail, and I have been guilty of this in the past, too. For instance, I was copied on an intense e-mail between two peers the other day. It made me think about a few informal ground rules that I try to follow to keep me out of e-trouble.

1. Don't let e-mail completely replace "warm" methods of communication like phone calls and face to face meetings. Sure, e-mail can save a lot of time, but the five, 10 or 30 minutes saved is not always worth it when you could strengthen a personal connection or come up with a new or better idea by chatting with someone.

2. Tough conversations and difficult news should usually not start with an e-mail. It may seem easier to gather and send your thoughts in writing, but this eliminates the give-and-take that you get with a two-way conversation.

3. If you must confront someone via e-mail, set it aside for at least a few minutes and come back to it. If possible, have a trusted colleague read your e-mail before you send it for a fresh set of eyes.

4. Brevity is power. I find the most effective e-mails are a maximum of three to four short paragraphs (or a series of bullet points and numbered lists).

5. Think before you "reply to all" or freely add dozens of unnecessary people to your distribution. Sophisticated junk mail filters give users the option to turn off certain users' e-mails altogether.

6. E-mail is instant, but it does not guarantee you'll get an instant response (nor does it guarantee you'll get any response). If you ever wonder why someone hasn't responded to your important e-mail, you should probably just pick up the phone and eliminate the mystery and frustration.

There are a bevy of articles on e-mail etiquette (including a great one on about.com) that support the need to treat it as a serious and sometimes risky method of communication.
What tips have you learned about e-mail along the way? Share your thoughts by leaving a comment.

Who do you report to?

In an article posted today at PRSA's PR Tactics and The Strategist Online, John Guiniven, Ph.D., APR, Fellow PRSA responds to a PR pro whose company moved its public relations function as a direct report to human resources. Not surprisingly, this PR pro resigned after this restructuring.

Many of you may have read that Chrysler did the same thing a few months ago. Detroit Free Press columnist Mark Phelan commented on this move as a proud PRSA member would, saying, "Communications must have a seat at the grownups' table, with direct access to Chrysler's bosses as the company develops and executes its turnaround strategy."

Guiniven says that not only is it a blow to the PR team's collective ego to report to a department that was once its peer, but reporting to a more "contemplative" department can also slow down PR's ability to respond to a crisis and counsel leadership.

As a former function head for both PR and HR, Gary Rich states, "PR under HR might work if you don’t have the opportunity to get into trouble. PR needs to be able to act quickly and independently regardless of where it reports” when dealing with volatile issues.

I would challenge any CEO to say that his or her company hasn't been in "trouble" in the public eye, or won't be in the future. The proliferation of on demand information makes our jobs as PR professionals even harder and puts our companies and clients at greater risk now that consumers can report the news en masse via social media. Just ask Virginia Sen. George Allen, whose "macaca moment" exploded on YouTube in 2006 and buried his hopes of being re-elected to the Senate (and running for president, according to The Washington Post).

PR pros need the support of senior leadership now more than ever to ensure they can protect their clients' reputations and guide leadership as they're creating their strategies. Guiniven and Phelan both present interesting viewpoints on why PR needs a seat at the table, an issue that has challenged PR pros for years.

Do you want to hear more about PR governance (and whether it belongs under HR) at the Sunshine District Conference, June 19-21 in Miami Beach? If so (or if you have a suggestion for another program) please take our survey to share your input for our programming. You can also recommend presenters by e-mailing us or submitting our Call for Presenters form by March 31.

Do you RSS?

I started plugging my favorite Web sites, blogs and newspapers into Google Reader about a year ago, but it wasn't until a few weeks ago (New Year's Resolution time) that I really started to stay on top of it. At first it was easy (and fun) to filter through the articles that came up in my RSS feeds, but there are some days when it is daunting and I can only chip away at the list of unread articles, letting it grow for the next day.

It can be a bit overwhelming, but I strongly recommend you embrace this trend if you haven't already. The trend is catching on. A recent PRWeek magazine article included a study by The Arketi Group that said 59 percent of business journalists subscribe to RSS feeds.

I can see why usage is so high (and continuing to grow). It's a great way to get the news you want on demand and in only one window (check out the Google Reader Tour for a crash course). Don't get me wrong - I still enjoy catching my news the old fashioned way, but I find I read so much more than I did before by using RSS feeds.

If you want to try it out (or if there's space in your reader for one more feed) why not add this feed (http://prondemand.blogspot.com/) to your RSS list? We'll use our blog to share details about the conference as they happen, and hopefully start some conversations about the hottest topics in PR at the same time - join in and leave a comment to tell us how you use RSS feeds, and share any tips you might have for RSS newbies like me.

We asked... and you started telling us

If you're a PRSA member within the Sunshine District (a fancy name for Florida) you should have seen an e-mail from us today with a link to this blog and our survey. Our survey aims to find out what PR pros are looking for in the 2008 Sunshine District Conference. We hope to use your responses in making our final selections for presenters and fully shaping our theme of PR On Demand: Balancing Speed and Strategy (see the sidebar to the right to download the Call for Presenters).

Thanks to those of you who have already completed the survey... it's early to say, but so far it looks like the most wanted topics for the conference (in no particular order) are Web 2.0, Media Relations, Meet the Media and Integrated Marketing.

It's not too late - if you haven't taken the survey, head over there now to share your ideas with us - it will take you less than 10 minutes. You can also share the link with your colleagues who are not PRSA members - they can also attend this conference (of course, they should consider joining PRSA now while new members don't have to pay the initiation fee).

Just think - four months from tonight, many of us will be mingling and enjoying cocktails and great food in Miami Beach at the opening night reception!

Want to be a speaker or a sponsor?

As I mentioned in yesterday's post, the Sunshine District Conference planning committee is looking for sponsors and presenters for our event in June.

We'd love for you to share your expertise with conference participants. If you're interested, please review and complete the Call for Presenters form, which is due March 31, 2008 to Pete Garcia.

If you feel you contribute as a cash or in-kind sponsor, please take a look at our Sponsorship Packet and contact Georgina Gonzalez-Robiou, APR or Spero Canton for information. Sponsors who sign up before May 7 will have their logo or company name included in our conference program, and sponsors who contribute $500 or more will be able to write an editorial entry on this blog.

Search engine optimization/Get involved in our conference

A recent post on the Online Marketing Blog gives some advice on search engine optimization (SEO) for public relations professionals. The article underscores the trend we've seen in the news in the past few years. Consumers don't just look for their news in their daily paper every morning, they look to the Web for instant information. This makes it so important to think about the Web if want our clients to dominate their industries. To be part of the conversation, communications professionals need to drive their messeages to the Web and do it with the right keywords. This makes our own companies' sites so important. Once intended for reporters, our media centers are broadening into news centers that are tailored to both consumers and the media.

My employer is launching a new Web site in a few months, and we've talked about maximizing our online news releases with SEO. Does anyone have any other tips about SEO?

Meanwhile, the conference planning committee is busy putting together our June 19-21 conference in Miami Beach. We're looking for speakers and sponsors, so if you or someone you know might be interested in joining this great event, please e-mail me, and we'll send you some more information.

Get ready for the 2008 Sunshine District Conference in Miami Beach!

We're all aware that the PR field has changed in the last few years, but do we know how to communicate with today's information hungry media consumers?

The 2008 PRSA Sunshine District Conference, PR On Demand: Balancing Speed and Strategy will show practitioners how to incorporate new techniques while staying true to the pillars of accuracy, strategy and ethics.

Save the date - the conference is scheduled for June 19-21, 2008 at The Alexander All-Suite Oceanfront Resort in beautiful Miami Beach.

The host committee from PRSA Miami is hard at work to find the best speakers and develop relevant programming for the conference. More information will be available in early March. Until then, feel free to e-mail me if you have any questions about the conference or any recommendations.