Pierce Mattie Public Relations New York & Los Angeles

Still warming up to Second Life? I am asked about it almost daily and wanted to get some basic info posted for those friends who read our blog consistently. Backstory is here. Follow the links.

New World Notes

From April 2003 to February 2006, I was a contract writer for Linden Lab, creators of Second Life, primarily hired by the company to cover SL as an embedded journalist in an emerging society-- its controversies, its personalities, its innovations and ambitions, along with larger themes of identity, social norms and organization, and cultural expression important to online worlds in general.

That contractual relationship has ended, but the story continues here. -Wagner James Au

Second Thoughts Do's and Dont's for Big Business.

"Every human being is interested in two kinds of worlds: the Primary, everyday world which he knows through his senses, and a Secondary world or worlds which he not only can create in his imagination, but which he cannot stop himself creating." W.H. Auden

Second Life Herald The Second Life Herald was founded on October 23, 2003, by philosophy professor Peter Ludlow. Its mission, as described the next day, was to observe, record and study "the legal, social, and economic implications" of life in the virtual world. Originally established as the Alphaville Herald and reporting for the most part on life on the Alphaville server of The Sims Online, the Herald soon branched out into coverage of other massively multiplayer online games and virtual worlds -- helped along by the murder of Herald publisher Urizenus (Ludlow's avatar) after Electronic Arts got wind of the stories the newspaper was printing about the scams and cyber-prostitution that were taking place within its game, and the company's indifference to reports of real-world violence.

I can think of many difficult inconvenient grocery shopping scenarios. If you live in the New York metro area and are a parent, it can easily become an three hour event. Most moms are amazingly efficient at these basic, but difficult tasks. However some days, and you know we all have them, something goes wrong in our system and when that happens it's choas. Trudging down from your apartment, taking the kids on the subway or in a cab... will it be snowing out?...yuck! You do know there is an easier way don’t you? It's celebrity endorsed and used by Spike Lee, Chef Bobby Flay, Chef Tom Collocchio, Paullna Porizokova and Cynthia Nixon to name a few.

Meet FreshDirect, I have got to say, they have saved the sanity of many families in NYC for the last few years. FreshDirect lets you shop online all from the convenience of your computer…so who cares if your rugrats are running around screaming? This is something you can do without worrying about entertaining your kids while you shop so that they behave and not cause chaos in the aisles. It can save you from episodes of knocking over soda cans or grabbing boatloads of candy yelling, “Mommy can we buy this?” (Not that this has ever happened to me of course.)

Ideas on how to take advantage of Fresh Direct:

(1). Order a weeks worth of fresh ready to eat meals for convenience. Just heat and eat- nothing fresher or with higher quality ingredients.

(2). Fast organic food. Sick and tired of the long lines at WHOLE FOODS? Have almost all of the same local organic products & brands delivered to you at the specific time when you get home from work.

(3). Zoned Out? Want a change from the food trucked around from a Zone Diet delivery service? Order from FreshDirect low calorie ready to eat meals.

(4). Party Pooper? Have Fresh direct deliver wine, soda, water, party platters and finger foods to the event location the day of the event, save time & $$ for the main course.

(5). Mans best friend. Order treats and dog food for your pets when your in a pinch

I suppose it’s only natural to think that with our ever-growing waistlines, our pets are also at risk for being overweight. With so many diet pills and weight loss programs for humans, someone finally began paying attention to the dogs.

The FDA has approved a diet drug for dogs made by Pfizer called Slentrol. Slentrol is a liquid prescription drug that suppresses your pup’s appetite and reduces fat absorption. As many dog owners know, an obese dog is at risk for many health problems such as diabetes, heart problems and their excess weight increasing joint pain. Slentrol is being introduced as another aspect to a dog’s overall weight management program, which means diet and exercise are key, as they would be in any human’s weight loss plan.

Some things Slentrol is not: for cats and humans. So don’t go getting any ideas taking a dose of your pup’s medication to lose your own weight.

While this may be a great breakthrough for pet owners with obese dogs, I have to wonder if this drug will be another Fen-phen.

As a continuation of how we are increasingly catering and pampering our pets, I bring you Pet showers. While many still bring their pets to the groomer, there are those in a class all of their own that are opting to have Pet showers built into their home. The Real Estate industry has noticed an increasing competition in the arena of high-end home building. Pet showers seem to be the latest trend in what “makes” a home.

These Pet Showers do not come cheap. Many are custom built into multi-million dollar homes, while other pet owners are opting to include them in their home remodeling projects. One such remodeling cost a pet owner $4000 to install a Pet shower. These pampering stations for our precious pets can be lavish, such as 9 foot ceilings, tumble stone flooring and travertine-tiled walls.

Looking to allow your pet to spa instead? Try MTI Whirlpool’s Jentle Pet, a whirlpool spa that is likely to make any Sparky or Fido feel the need for indulgence.

If you saw the movie firewall with Harrison Ford, then you saw how the family pet saved the day with a little help from it's high tech collar. When it comes to pets, there is no shortage of luxury items available to pamper them. As more and more pet owners consider their pet a member of the family, the demand to treat them to life’s finest luxuries and protect them from harm has created quite a competitive world among pet product companies and their ambition to think of everything that a pet owner could possibly ever want or need to indulge their precious family member.

Such is the case with Global Pet Finder. There are so many dogs and cats that find themselves as escape artists every year causing their owner panic about their whereabouts. Global Pet Finder has come up with a GPS-enabled collar for pets 30 pounds+ (sorry Paris Hilton) that will alert you to your cell phone if your pet leaves your property and will give their exact location so there are no worries driving up and down each and every street calling out for Harley. My boss said he recently purchased one so he would know when the dog walker was taking the dogs out, and where the dog walker was taking them. If you live in a rural area, Global Pet Finder works just as well in wooded areas and those with few street addresses. The collar will emit your pet’s location to your cell phone in terms of distance and direction. With the Global Pet Finder you can create a size limit boundary, almost like an invisible fence, where your pet is allowed to roam, but once it leaves that boundary, you are alerted when the pet has left, where it is and when it returns.

UPDATE March 23rd: It has been confirmed that it was rat poison in the Menu Foods wet food. See the full story on CNN.

Rat poison found in recalled pet food. A chemical used in rat poison was found as the source of contamination in Menu Foods brands, officials say.

March 22, 2007: If you haven’t heard about the recall regarding Menu Foods and of many of the brands it manufactures it’s wet dog and cat food for, please be sure to pay attention as your pet’s health may be at risk. Menu Foods produces pet food for such brands as Iams, Eukanuba and Science Diet among many others. The recall is specific to their cuts and gravy variety in cans and foil pouches that were sold between December 6, 2006 and March 6, 2007. The recall involves 48 brands of dog food and 40 brands of cat food that are sold throughout the United States, Canada and Mexico by many major retailers.

While Menu Foods hasn’t been able to prove that it is their product causing kidney disease in the pets who have eaten this specific product, or the death of 9 cats and one dog, it is still looked at as more than coincidence that the common factor among these ailing and deceased pets is that they all ate the product in question. The recall is causing panic with pet owners and brings back memories of the recall in late 2005 by Diamond Pet Food Co. when mold contaminated dry dog food during the production process and resulted in the death of more than 23 dogs and sickening many others.

As our pets are becoming more like family, it is easy to question if top pet food brands really are as good or safe as its lower ranking competitors. Many may wonder about this since a large majority of the brands called into question are top shelf pet brands. Whether you give your pet wet or dry food, just as with food for humans, there is always a risk of being contaminated at some point and causing illness.

To see a complete list of all 88 brands being recalled, please see the Menu Foods website.

How do you pamper your pooch? If it's with homemade treats and custom couture, we want to hear about it!

Your pet is special and let's face it...adorable. Of course, they deserve only the best! So, how do you pamper your pooch and coddle your kitty? If it's with homemade treats and custom couture, we want to hear about it! Selected pet photos and critter crafts will be showcased in an upcoming feature on HGTV.com.

E-mail the following to us at: crafts@scrippsnetworks.com. Please put "Pet Crafts" in the subject line.

* Your name.
* Your e-mail address.
* Your home address.
* Your pet's name and breed.
* Your crafty tips for creating handmade pet items.
* AND most importantly, we need photos of your pet enjoying their custom-made luxuries — e.g. collar, snacks, toys, bed, clothing, bowls, etc.

PLEASE NOTE:
• By sending in your photos and tips, you agree to the HGTV License & Release, which governs HGTV's right to use your submission. If you do not agree to the terms of the HGTV License & Release, please do not submit.
• Deadline for submissions is April 30, 2007.

Love on a Leash

Bideawee, one of the nation’s oldest humane organizations, is presenting its 8th annual pet parade and fair, Love on a Leash. Welcoming all dogs and pet owners, the festival will take place on Wednesday, August 27th, 2008 from 3:00-6:00pm, with a parade at 4:30pm, at The Village Green in Westhampton Beach.

Entertaining activities for crowds of all ages include kid’s games, face painting, a “doga” demonstration (yoga with dogs), and special shows with trainer Nadja Palenzuela and the high-flying Purina Incredible Dog Team performing extraordinary acrobatic tricks and amazing freestyle flying disc routines.

The Love on a Leash parade will feature the Little Red Wagon Contest, encouraging pet owners to decorate a little red wagon, walk in the parade with their pet, and compete for Best in Show.

Special celebrity appearances will include The Today Show’s Entertainment and Animal Rights Correspondent Jill Rappaport, General Manager for the NJ Nets Kiki Vandeweghe, Celebrity Pet Trainer Bash Dibra, Pet Author Arden Moore, Clifford the Big Red Dog, and Max from Max and Ruby.

It will be a great event for a great cause! Find out more at www.bideawee.org

Do you think your dog could be the next Lassie or your cat the next Morris? Pierce Mattie PR client, Bideawee, celebrity dog trainer Bash Dibra and veterinary organization NY Save, have organized StarPet 2008, a national online pet talent search for the best dog and cat star in America.

Pet owners can enter their pet contestants at www.StarPet2008.com where they can submit photos and a video for their dog or cat. Six semi-finalists (three dog and three cat) will be announced on October 13th, 2008 and receive a three day and two night stay in a NYC hotel and round trip airfare. Finalists will compete for a grand prize at a luncheon in New York City on November, 10th 2008 to perform their special talents before a celebrity panel of judges.

For more information, go to www.StarPet2008.com

Bideawee, NY S.A.V.E., and Montel Williams are hosting the StarPet 2008 Awards Luncheon on Monday, November 10th at 11:30 AM at the Edison Ballroom in New York City. Six dog and cat finalists will show off their tricks to compete for the grand prize of talent representation by Celebrity Pet Trainer Bash Dibra. Ticket purchase supports two great humane organizations here in New York.

StarPet 2008’s Star Line-Up: Host: Montel Williams

Celebrity Judges:
Paulina Porizkova
Michael Musto from the Village Voice
Roberta Flack
Mike Jerrick from the Morning Show with Mike and Juliet
Amanda Setton and Michelle Hurd from Gossip Girl
Jill Rappaport from the Today Show
Jenna Morasca from Survivor

Honorary Chair: Eileen Fulton, As the World Turns

Special Celebrity Guests:
Dr. Ruth Westheimer
Constantine Maroulis from American Idol
David Best, MD and Elvis from the Greatest American Dog TV show
Laurie and Andrew from the Greatest American Dog TV show

Celebrity Pet Trainer to the Stars: Bash Dibra

Check out the video with a message from Montel Williams and Bash Dibra on The Doctor's Channel. To purchase tickets online, visit www.starpet2008.com.

Tags: Lifestyle PR