Press Coverage Between Press Releases BY: Nina Dunn

Press releases remain the backbone of PR, but these alternative tactics can also produce substantial results.A newsworthy event, whether corporate-, product- or industry-related, offers the most direct path to generating coverage in the press.
There are several tools and techniques that can yield positive, substantive coverage--with or without a major news story. The trick is to understand the nuances of each opportunity and then devise a plan of action that'll generate results.
Editorial CalendarsMost publications offer editorial calendars to provide information about the focus of upcoming issues. They offer these primarily to attract advertisers. However, you can also benefit from them because they offer a window into potential article topics--providing ripe opportunities for generating media coverage.
Feature ArticlesThere are few PR activities that have such a singularly powerful impact as placing a feature story in one of your top media targets. But convincing a reporter to write a detailed, positive article on your company can be challenging. When pitching a feature article, it's important to tie together several factors:
· Know about the outlet’s focus and the reporter’s writing style. A little research can go a long way to landing prime-time coverage.
· Make sure to take a 360-degree view of your company. Use multiple, converging angles that highlight your company as an integral part of your industry or the world as a whole.
· Offer real-world examples of how your company has succeeded in either applying its technology or serving a client. Case studies are often essential components of feature articles.
· There are also services available that help place prewritten feature pieces with magazines and newspapers.
Thought LeadershipThe concept of thought leadership involves offering yourself to reporters for commentary on issues related or peripheral to your industry. If done properly, thought leadership has the potential to generate a steady stream of coverage that'll serve to position you as an important influencer in your field--and a valuable resource to reporters.
SurveysReporters crave objective, fact-based statistics. The reason's simple: It’s hard to argue with numbers. Knowing this, you can garner media coverage by developing surveys and publicizing the results. However, getting a reporter to write about a survey requires a bit more than asking people a few questions and collecting the answers.
If you know where to look, what to do and whom to contact, there are numerous opportunities you can leverage to build a well-rounded and highly successful communications strategy.

"Stiletto Rehab"

So, I frequently surf the web for my internship. I work for a cosmetic company and part of my job includes searching magazines,newspapers, blogs and different forums for new innovative ideas and also to see if our products have made their publications. While doing so, I have come across several different/interesting websites. One of my favorites is beauty blitz.

I know this may not have anything to do with campaigns and what-not but it pertains to several people in the class' interests, fashion. While on beauty blitz, one of the featured stories was titled, "Stiletto Rehab." Naturally, this caught my attention because 1. I am a female and 2. I love stilettos.

Now, it is WILD to see what some people would do to have a hot pair of shoes and attempt to be comfortable at the same time. (Because as a lot of you know, nice shoes usually aren't comfortable.)(http://beautyblitz.com/features/slide.aspx?id=325292)

Above is a link to the website with all of the featured tips for "Stiletto Rehab" but below is what really caught my attention.

Collagen Injections

"While we love our daily boost (stylists say that for every inch taller, we look 5 pounds thinner), hitting the pavement in heels wreaks havoc on our feet. But now there's a cushion-like cure in sight. Plastic surgeons in Manhattan and Beverly Hills have begun performing a short procedure that involves injecting collagen enhancer into the ball of the foot to add padding and shock absorption."

Collagen injections in your FEET? I am not quite sure what to think. Will this be the new trend? The company I intern with works very closely with a famous plastic surgeon in Manhattan. I can't wait to ask him hi opinion on this so called, "rehab."

Meet TAVI- the new girl in town- Michelle Meisten

Whoever doesn't believe in blogging, listen to this story.

Tavi is a fashion blogger. She is also 12 years old.

Her styling concepts have been compared to that of Anna Wintour.
She sits front row at fashion week. In new york, la, australia, miami and all over Europe.

She is not famous, nor has rich parents. She is smart.

She has used blogging to release a fashion empire.

She is truly a blogging dream that became a reality.
"So there's a new blogger in town (if you can imagine). Her name is Tavi, she writes about fashion on her blog, Style Rookie, and she's 12. As in years old. For some reason she has left people across cyberspace positively beside themselves. Nova Style writes:
I am not exactly sure how old this girl is, but she has so much style it's ridiculous. I honestly think she's one of the most fashionable people I have ever seen.
Fashion Pirate names the blog on its list of top seven brilliant blogs:
If we weren't already married I'd move to Chicago and adopt her as my little sister. True story. Is my rabid fangirlism bothering you yet?
Um, kind of! So what sets Tavi apart from all those other bloggers no one cares about?
Her "about me" reads:
I like to think I'm a mix of Little Lu Lu and Iggy Pop, with a bit of Snoop Doggy Dog. I spend my time wearing out crayons and watching Arthur, and taking a rest now and then to try out the latest Margiela DIY, which has most recently resulted in a tire around my neck. I take part in a rap group with a pirate, and we write about Japanese designers and furry vests. Pleasure to make your acquaintance.
If it weren't enough that she calls out Snoop "Doggy Dog" in the same paragraph that she drops "Margiela DIY," she's "wanting" a "fringed vest" and "listening" to Feist. Her blog is full of pictures of her in trendy duds, like high-waisted pants and mixed floral pieces. She writes about what she wore to her friend Claire's birthday party, thrifting, and Australian Vogue.Read more: Meet Tavi, the 12-Year-Old Fashion Blogger -- The Cut: New York Magazine's Fashion Blog http://nymag.com/daily/fashion/2008/07/meet_tavi_the_12yearold_fashio.html#ixzz0VuzkJBLl"

Innovation by: Nina Dunn

I found interesting article that lists 6 things about disruptive innovation. Hope it will help you guy to generate new ideas for our PR campaign that we are designing…
Good luck!
1) Just because it hasn’t been done doesn’t mean it won’t work. When you have a vision to change the game and truly do something unique, most people won’t “see” it. That’s the first indication that you might actually be onto something. As Howard Schultz said, “Vision is what they call it when others can’t see what you see.”

2) Take risks and dare to fail. Forget conventional wisdom and what the so-called “experts” say — look where that got our financial industries. Be different and follow your own path, even if that means faltering along the way, while facing doubt and criticism from your peers.

3) Be bold and decisive in your actions. Have the confidence to lead. Never doubt yourself or your ability to succeed.

4) Execute and adapt faster than your competitors. Focus on executing your business strategy and adapting to the countless factors that influence success and your competitive advantage.

5) Have the passion to make your vision a reality. Many people have a vision for something greater, but it’s the entrepreneurs and innovators who combine vision with the passion to make it reality.

6) Maintain perspective and cherish every moment. Don’t get so caught up in the destination that you forget to enjoy the ride. Take the time each day to appreciate the people and experiences that make life and business so amazing.

H1N1 Campaign: Lisa Konkus

With the season of fall comes the season of the flu. As the leaves begin to change colors it seems as if more and more people are getting sick. This flu season is a little different with the threat of the swine flu. Many are worried of not only getting the seasonal flu but also getting the swine flu, which has spread throughout the U.S and has killed many people. I began to wonder if there are any health campaigns out about the H1N1 virus. After doing some research I found that the Red Cross has launched a campaign entitled “Your best defense is you” I think this campaign will help ease everyone’s minds about catching the H1N1 virus because it tell you how to prevent getting sick. Some of the steps you should take are to 1. Wash your hands 2. Cover your mouth 3. Keep your distance from those who are sick and 4. Separate your sick and dispose of your wastes. The IFRC also developed a 30-minute e-learning course to help Red Cross Red Crescent staff and volunteers prepare for influenza pandemic. It is now open to the general public, this tool and all other materials are freely available at www.bestdefence.org. I think this campaign is a great way to get the message out there.

The New PRSA.org - By: Alyssa Cedeño

PRSA officially unveiled its new Web site , which has been eagerly anticipated for more than a year now. Redesigned with the help of extensive member input, the new site is clean, modern and presents information in fresh and easily accessible ways. Its a welcome change from the previous PRSA site.

What benefits does the redesign offer you? First, the new site architecture makes it easier to find news, information and learning resources, as well as other PRSA members. Updated navigation categories and submenus are now more logical, context-specific and interconnected; for example, integrated together are three previously distinct member directories, so it will be quicker and easier to find someone — or be found.

Another important benefit is the new site’s advanced search technology. Searches are now powered by a customized Google Search Appliance, which enhances filtering within search results to return the most relevant resources from across the entire site.

Also built is new customization options into the site, replacing the “MemberNet” section with an exciting new member area called “MyPRSA.” In addition to delivering proprietary content, MyPRSA allows members to create and manage their own user profiles, set up contact lists and indicate preferences that will be used to deliver news and information that appeals to their individual expertise and interests. MyPRSA also can be used to keep you up-to-date on your event registrations and membership status.

Any further thoughts or suggestions that you may have, you may offer your feedback by completing the online survey, or by sending your comments to webredesign@prsa.org.

2010 Census: No More Joe Consumer by Sara Kennedy

An article in AdvertisingAge explained some predictions released about the findings from the 2010 census. The main finding: There's no more Joe Consumer. The 2010 census will show about 309 mil. people in U.S, but missing the average American and instead replaced by a multidimensional society where basic labeling is out!

"The message to marketers is clear: no single demographic, or even handful of demographics, neatly defines the nation. There is no such thing as 'the American consumer,'" Bradley Johnson, author of the article, states.

"Our nation will be older and more diverse, and consumer markets more complex," Peter Francese, demographics expert. Francese was able to draw this conclusion based on a few findings so far:

The “Typical family” went down to 22% of all American households, now more likely to see households with no children or single-parent households

The “Minorities are the new majority”: “white non-Hispanics are the minority”, or in major cities there’s no ethnicity that describes the majority: the younger people being much more diverse than the older. 2010 will show Hispanics being the fastest growing and largest minority (50 mil).

And lastly that people are moving out of Northeast and West into South and West. For more findings go to AdAge.com/2010America. The website gives a preview of the what the final census will show for marketers, PR, and advertisers to start preparing for the new findings.

To read the entire article go to: http://adage.com/article?article_id=139592.