Pierce Mattie Public Relations New York

Typically I would've been putting out this forecast on PR trends last month, but I think it's safe to say that the economy is turbulent and therefore what may be a great business and PR strategy one day may not necessarily work months down the line. While everyone may be all doom and gloom about the current state of public relations, I remain an eternal optimist and think that success lies in being educated, creative and having a willingness to let the diversified background of your team make you collectively stronger to meet your clients needs.

1. The spotlight can no longer shine on just one star, 2009 is about teamwork. Sure, we all have that one employee who is so amazing that everyone wants to emulate them, but look close enough, and you will find that each one of your staff has incredible talents, that collectively, make your firm a powerhouse. Find ways to help your staff let those talents emerge and yes this may take some investment of time by upper management to really identify each of your team members strengths (and weaknesses), but in this economy our best weapon is from within our own resources.

2.  Education equals vitality. No one can be ignorant any longer to the shift in the way the public consumes news and researches/purchases products. Everyone everywhere is looking to make cuts in their budgets, but educating your team should be considered a priority and not something that can be put on the backburner until the economy pinks up. Our industry will need to keep up to speed on how to work with and remain flexible during this time of transition.

UPDATED March 5th.

You may have heard by now about 5 year old Jasmina Amena, the beautiful little girl who has a rare and aggressive form of Leukemia that is getting some much needed spotlight from Rihanna to help find a donor match for a bone marrow transplant. Jasmina's story is heartbreaking as the odds are against her as an adopted child but also because African-Americans are under-represented in the bone marrow donor bank. This story holds a special place in our hearts here at Pierce Mattie PR, as Jasmina's mother is a friend of our Vice President, Sonya Hartland. So we put our heads together...how can we help?

A recent study showed that American consumers are 90% more apt to purchase from a company that mirrors their conscience in both the company's social responsibility and philanthropic efforts. Due to the economic downturn, however, companies are looking to cut costs from all non-essential areas. While it may seem like an easy line item to remove, several jewelry companies have continued to embrace philanthropy.

In Town & Country's June Issue, companies such as Montblanc, Roberto Coin and Joan Hornig were highlighted for their charitable work. They were just part of a group that ran the gamut from luxury to wallet-friendly designers.

For smaller companies, putting dollars towards good causes can be challenging...

In a market where business owners are constantly striving for more (especially at Pierce Mattie PR) – more revenue, more clients, more reach – the term “zilch” isn’t usually on the radar. The truth is, the notion of nada is one of the most beneficial practices affecting society and big business today. Nancy Lublin’s explores this concept in her book Zilch: The Power of Zero in Business.

At the age of 23, Nancy Lublin started her own not-for-profit armed with only $5,000. Dress for Success provides young women with interview suits, career development training, and provides a much-needed self-confidence boost in four countries. The NYU Law School graduate has received numerous awards for her leadership and philanthropy, and her activism continues even today, with her newest venture, DoSomething.org.

Her book aims to show how non-profits get amazing things done with…well, zilch. A lack of funding and initial support does not equate with little results, and Lublin wants to teach business owners how to grow their own countries using the mindset of not-for-profit organizations. Especially when faced with difficult economic times, this book is a must-have for executives looking to cut costs but still garner significant results.

Everyone thinks their mom is a "Super Mom," but some really do set themselves apart from the crowd.  Case in point, Brenda Novak is a mother of five, a New York Times and USA Today bestselling author, and she organizes her annual Online Auction for Diabetes Research, which takes place at BrendaNovak.com throughout the month of May in honor of Mother's Day and benefits the cure-focused work of the Diabetes Research Institute. What's more, her son, Thad, has type 1 diabetes – a relentless disease that affects the whole family and requires constant attention.

"If you're not close to someone with diabetes, you don't know how all-consuming this disease can be," said Novak.  "I feel like I don't really have the luxury of putting something off until tomorrow.  I want a cure for Thad now and for the millions of people living with diabetes."

Novak applies that drive to her unique online auction, which last year surpassed $1 million raised for diabetes research and attracted more than 5,000 bidders throughout the country and beyond.  Due to Novak's close connections in the literary world, the auction boasts an array of one-of-a-kind items, such as: royal afternoon tea for four with "Princess Diaries" author Meg Cabot in New York City's Plaza Hotel;  a Wi-Fi Amazon Kindle package from bestselling author Carly Phillips that includes an ARC (Advance Reader Copy) of her book "Solidarity;" a week's stay at the beautiful guest house of Cherry Adair in Seattle; plus lunches with prominent authors Diana Gabaldon and Steve Berry, a stay at Nora Roberts' romantic inn and more.  

For those who are not aspiring writers or literary buffs, a plethora of popular items perfect for Mother's Day gifts and more include jewelry, iPads, world-class getaways, an $8,500 ring similar to the one Prince William gave Kate Middleton, and a VIP package to attend a taping of the smash television sitcom, "The Big Bang Theory."  The bidding starts at $2 for all items; participants can literally end up with bargains beyond their dreams!

"Each year, Brenda sets the bar higher and higher, and it's no surprise given her tremendous energy and dedication," said Robert A. Pearlman, president and CEO of the Diabetes Research Institute Foundation. "With partners like Brenda, I have no doubt that we can achieve our goal to cure diabetes once and for all."

Call Pierce Mattie directly at 212-789-1060 to book Brenda Novak for a TV appearance or interview. 

I know. It's now the 3rd week that I've mentioned the daily deal niche. But this time I promise it's for a good reason. A socially good reason, that is. There is a newer daily deal site that not only gives shopper's incentive to purchase from their partners by offering up to 70% off retail, but 20% of that voucher you just purchased goes towards a charitable cause. The site I'm referring to is Social Goodies...call it guilt-free shopping if you will.

Social Goodies works with a variety of charities, but spotlights 3 at a time daily (and you can submit your favorite charity for consideration for a future deal as well.) When you purchase from a vendor on Social Goodies, you then get to choose which spotlighted charity that day that you want your 20% to go to. In a time when consumers are curtailing their donations to non-profits while searching for the deep discount, this is definitely one way to align your brand with some cause marketing without too much out of pocket on your part.

The other great thing about Social Goodies is that many of the brands they partner with are also into the act of social good as well, such as their recent daily deal collaboration with MoralEyes. MoralEyes is a fashion eyewear brand that donates reading glasses to a person in need when you make a purchase for a pair yourself (sort of like TOMS if you will.) What a great way to give back twice and save some money...maybe even use the money you save to make a donation to your local charity. Now I'd call that a charitable hat trick.

Take a peek at Social Goodies and tweet us your thoughts @PierceMattiePR.