Some call it Synergy

Being a good publicist is all about contacts, and it's not just media contacts that matter. We recently introduced two new vendors to our client, Tender Greens. Not only are the new contacts providing great products for the TG customers, they are providing fodder for even more creative pitches for us.

The first contact came through a friend of mine. His cousin had recently retired from practicing law and started up a microgreens farm in his back yard in San Diego. "Perfect for Tender Greens San Diego!" I squealed. Even better, the cousin, Paul Reeb, and his microgreens business Green Castle Micros are located in Point Loma, almost walking distance from the restaurant. Tender Greens is buying up all the microgreens Paul can grow and BONUS! he also grows more than 70 varieties of tomatoes (all in his back yard), and Tender Greens San Diego is buying up every last juicy one.

The second contact came through a referral from my husband's boss for Margo's Bark, a tasty root beer which donates all profits to dog shelters. We picked them up as a client and referred them to our restaurant clients. Tender Greens immediately took a liking to the product and picked up the root beer for all three locations. Not only are they selling bottles of the brew, they're making unbelievably delicious root beer floats, which are already a huge hit in San Diego.

Powerful blogging, mixing new media and PR for maximum results

I’ve been a PR practitioner for six years and during that time, things have changed dramatically. Gone are the days of massive media lists and cumbersome press mailings. Today, PR is more of a niche practice, one that requires professionals to be engaged with all facets of the media. While Oprah may be the Holy Grail for some, other companies consider extremely targeted media placements on a blog as their home run.

A couple of weeks ago, I started reading “The New Rules of Marketing & PR” by David Meerman Scott. This book covers a range of topics for reaching a client’s consumer base through various mediums but I’m going to focus on my personal favorite - blogs. When you effectively deliver a newsworthy message to a blogger, you are reaching an audience that specifically follows that authority for niche information. The blogger’s reach (audience) may not be equal to an outlet like the Los Angeles Times, but smart clients realize that when their information is posted on a blog covering only cocktails, for example, readers of that blog have turned to the site specifically to find out where they should get their drink on in the city. The audience may be smaller, but they are certainly a more targeted one.

At JS2, many of our clients are food and beverage related, and we have stayed ahead of the curve by recognizing that bloggers such as Caroline on Crack, LA Eater and The Digest Blog (from Los Angeles Magazine) are highly influential in determining where a consumer will go to enjoy a vegan meal, a happy hour special or an environmentally-sound dining option. And while every client wants a positive review in the food section of their major daily newspaper, information that connects directly with those seeking it is always a win.

Over the next few weeks, as I delve deeper in to Meerman Scott’s book, I will share thoughts on my research and readings of the new age of PR. I do believe that this book is a refreshing look at how the industry has changed and I highly recommend the read not only for those at PR or marketing agencies, but also to those that rely on PR and marketing to reach their consumers.

For those short on time (or attention span) here are a few of my personal favorite blogs covering new media PR…
PR 2.0
WebInkNow – David Meerman Scott’s blog
StrategicPublicRelations

PS – I am NOT a “social media expert”; I AM a quick study, passionate about public relations and a social media enthusiast…

Ivan Kane's Cafe Wa s Featured on New York Times Boite

Over Memorial Day weekend, Ivan Kane’s Café Wa s was selected in the NY Times Boite column in the Style section as one of the hottest new night spots in Hollywood. Drawing attention to the hip ambiance and vibe that is Café Wa s proves once again that Mr. Kane truly and actively always has his finger on the pulse!

Hit of the Week: New York Times “Wheels Blog”

On May 18, our client Improv Aware Driver was one of the first four DMV approved online defensive driving courses to launch in New York state, allowing New Yorkers to qualify for a mandatory 10% three-year insurance discount and a four-point reduction on their driving record, without ever leaving the comforts of their home. With the intension of beating the competition, we reached out to a sampling of high-profile media outlets to arrange for our story to break the morning of the launch. With a few personalized pitches and some additional follow-up calls, we were thrilled to get a message from one of the New York Times Wheels bloggers late Friday afternoon. After providing some additional information, a couple of website URLs and scheduling a few interviews, our story on online defensive driving courses was posted on Monday morning featuring a quote from the company founder, Gary Alexander and a direct link to our client’s website! Though we were one of four approved online courses launching that day, Improv Aware Driver was the only course named and described in the New York Times article. If you live in New York State and are looking for an easy and convenient way to save on car insurance, check out www.MyImprovNewYork.com.

Princesses for a Day

When the clock struck 12:15, grumbling stomachs were audible throughout the office. We primped, straitened our dresses and shirts and marched out the door to arrive promptly for a 12:30 reservation at Morels French Steakhouse & Bistro. We were met with a firm handshake from the general manager, Dan, who greeted even me, the intern, by first name. It was as if a golden tiara had been placed upon our heads and our loyal citizens were lying in wait to serve us. We were treated like royalty.

After being shown to a private corner of the dining room, our first course had already been laid out: a charcuterie platter decorated with picked vegetables, hand-cut wedges of 7-8 cheese presented on a wooden board with honey and crispy bread slices drizzled with olive oil. Once our doting waitress presented each meat and cheese, noting the flavor, region, and whether or not it was to her liking, the general manager himself made us fresh Virgin Mary’s from the well-known Bloody cart. Tickled by the personal touches, we were then presented with our second course: a non-traditional Greek salad with chunks of fresh avocado, a Chinese chicken salad and a burrata and tomato Caprese-style salad. Signature fried squash blossoms stuffed with ricotta and served with a charred tomato sauce were given special mention. Though our stomachs were beginning to fill with creamy cheeses, chunks of chicken and smooth avocado, the next course was one to top the previous two. Fish and chips included a generous portion of lightly battered sole atop crispy French fries and tartar sauce and the Prime Dry-Aged All-Natural steak was perfectly medium-rare with a side of caramelized root vegetables (squash, carrots and radishes). The winning dish, to our taste, was the double breast of chicken surrounded by a medley of golden beets, wilted fennel and savory sauce.

Our lunch was lengthened with a mid-meal tour of the upstairs steakhouse, intimate dining room and extensive second-floor, outdoor patio. We quickly returned to our table however to be presented with sweet, white-wine sangria and dessert: fluffy chocolate and vanilla soufflés, a trio of crème brulees (caramel, chocolate, and traditional vanilla) and a poached pear atop vanilla ice cream served in an old fashioned glass. A shot of espresso and twist of lemon rind did me in (though I had probably hit my limit by the salad course.)

It was a meal to last me, if not a lifetime, then definitely the rest of the summer.

June is Gay Pride Month nationwide, which generally means that it’s a time for community-building festivals and parades and joyous expressions of pride in individuality and sexuality. But in California, celebrations are turning to protests as it was announced Tuesday that the courts will uphold Prop 8, the ban on same-sex marriage. For the lucky 18,000 who rushed to the alter during the brief moment gay marriage was legal in California, their marriages will stay intact, but for the countless other couples who hoped that the courts would reverse the ban as unconstitutional, more court battles and ballot initiatives await.

It’s amazing and inspiring to think about how far gay rights have come since the 1960’s. The Stonewall Riots in 1969 marked the very beginning of the gay rights movement in America and to commemorate the anniversary of the June riots, the very next year an informal, spontaneous march happened on Christopher Street in New York City, marking the first Gay Pride Parade. Images from these early Gay Pride Parades were captured by Hank O’Neal in his book Gay Days, with captions by Alan Ginsberg and an intro written by William Burroughs (heavy hitters!).

This month Tender Greens West Hollywood will unveil a new permanent photo installation featuring selections from O’Neal’s Christopher Street images (see photo above for sample). The images, which will wallpaper the restaurant, will be installed next week, and to celebrate the unveiling, Tender Greens will host a week of fundraising events benefiting the LA Gay & Lesbian Center June 8-14. All profits from the sales of Agent for Change wines that week will be donated to the Center and on June 11, 5% of all profits for the day at the restaurant will be donated. On the evening of June 11, a private fundraiser will be held at the restaurant, benefiting the LA Gay & Lesbian Center.

One Year Post Grad

As spring fades and summer heats up I realize it has been exactly one year since I graduated from college. Last May I was a proud graduate of Adelphi University with a Bachelor’s Degree and barely a clue of my future. Like many graduates I packed up my dorm room and headed back to my hometown to figure out my next move. But after I unpacked the last four years of my life and settled into my parents’ house I realized that after four years away from home the last place I wanted to be was there.

So with an updated cover letter and resume I hit the career websites. After about a week of in-person interviews and countless emails correspondence, I realized it wasn’t necessarily the jobs I wasn’t interested in, it was the location. A small town in New Jersey is no place for a girl with big PR dreams and New York is where I wanted to be. Luckily I had met a really great mentor and friend while interning in college who saw my potential and began to make calls on my behalf. Within a few days she gave me  JS² Communications’ contact information and I emailed Alissa. After a short phone interview I was offered a paid internship for two days a week and I took it! 

The following Monday I arrived at JS² Communications’ New York office and dove right into work. What happened next is completely a ‘right place, right time’ situation – on my second day at JS² I was offered a full time internship with the possibility of becoming a full time employee! I definitely hit the internship/career jackpot on that one. By August I was a full time Account Coordinator and almost one year later I’m an Assistant Account Executive.

Of course not all career beginnings are as successful but I’d like to think there is just as much hope and opportunity for the Class of 2009. The key to finding and making a career is to be driven and never give up. It may take weeks or even months after graduation before landing the perfect opportunity, but I promise it is worth it. In my case I took a chance with a part-time internship in my desired field, hoping that it would turn into something more.

Currently at JS² Communications we have two fabulous interns with a world of potential; Jennifer Rodstrom in the New York office and Sheri Holt in the Los Angeles office.

Congratulations to the Class of 2009!