Pierce Mattie Public Relations New York

As a Blogger, I see Microsoft’s gifting of their Acer Ferrari laptop complete with Windows Vista to select Bloggers just another day in the world of “Review me” and word of mouth advertising in the blogosphere. Many don’t feel the same way, stating that it is outright bribery. The laptops received came during the height of the Holiday season and many Bloggers feel that these “gifts” are unethical. As I’m sure you know from my previous posts on this topic, I completely disagree.

As, LongZheng, one of the Blogger’s on the receiving end noted, “Windows Vista is launching in 30 days.” My question is, why wouldn’t Microsoft want to create a buzz about a brand new product and operating system soon to launch among tech Bloggers? I understand why Microsoft did it, as I received Max Factor’s Volume Couture Mascara a few weeks ago. It is a product that is only available come January. My job was to test it out and write a review. Obviously the company that sent it was hoping for a good review and to help generate the buzz about it prior to launch. The difference in the price tag of a bottle of mascara and a laptop is quite large, but it still doesn’t take away from the fact that companies want to find new ways of creating product buzz prior to and after a product is out on the market. By sending the laptop to only a select few Bloggers, generates even more buzz and you get the various views on how the system works from real people, not advertisers, using the product. Is it because this product to review had a high-end price tag? If Microsoft sent a $20 product, would those tech Bloggers still feel it was a case of bribery?

Whether it’s to touch up my roots or try a brand new color or highlights, I make the trip every so often to my salon to get my hair dyed. I thought I was safe until I heard about a new European study that suggests that using hair dye may increase the risk of lymphoma, a type of cancer. Could it be that my fun trips to the salon is putting my health at risk?

"Our data suggest that personal use of hair coloring is associated with a small increase in lymphoma risk, particularly among women who started using hair coloring products before 1980," Dr. Silvia de Sanjose of the Catalan Institute of Oncology in Barcelona and colleagues write in the July 1 issue of the American Journal of Epidemiology.

The results from the study showed that those who dyed 12 or more times a year faced a 26 percent increased risk. Since I’ve been coloring my hair since I was 15 and over the past three years have been doing so very regularly, according to this study, I’m definitely at risk. Should I be worried?

Last year, there were almost 64,000 diagnosed cases of lymphoma. Of those cases, only two were related to use of hair dye. Phew! From 1978 to 1982, the ingredients of some types of dyes were reformulated to eliminate some that were potentially cancer-causing. Experts say that it's still not known whether the newer types of hair dyes are free of risk and more research needs to be done. Good thing I know there are already some safe dyes out there like ISO’s i.color which has Vitamin C, proteins, and antioxidants in its formula – at least those ingredients are definitely healthy for you!

Until more research is done and there’s harder evidence that proves hair dye is cancer-causing, I think it’s safe to say I’m going to keep coloring my hair!

Challenge: Gas prices are super high, how do you build brand loyalty when oil prices are ridiculous?

Advice:Take advantage of the high gas prices, bring more value to the customer then your competitor with cravable experiences.

Heightened customer experience is where it at. By now oil hungry customers know the service station is not making a huge profit off the gas. But the consumer still feels the hit to the wallet. A smart business owner will try to offset that "emotional hit" by providing more perceived value. Lowering the price temporarily doesn't build loyalty or lasting value to a car owner it just causes him to bounce all over the place looking for cheap gas. You need to create "Cravable experiences," cravable experiences and convenience will create lasting emotional traction that will help win consumer loyalty.

• Get better premium coffee beans and take beverage service seriously
• Buy nicer, thicker, insulated coffee cups with better more secure lids
• Order Krispy Kreme donuts and but a display up near the cash register.
• Offer organic "fast food" options
• Boast about having the best restrooms in town with the softest tolet paper
• Start a policy that if they have to wait in line for gas more then 3 min, a free beverage is on the house.
• Provide "old-fashioned" white glove (celebrity) service. Checking under the hood, looking at the oil level and tier pressure can all be done in 2-3 min, the time taken to fill a tank of gas. Customers are more likely to re visit your station and trust you if your looking over the car frequently.

If you can apply this concept of cravable experiences to a filling station and see dramatic results, you can most certainly can apply it to your next business promotion and see success. Good luck!

When you first start falling in love it's the most amazing, crazy, exciting, scary, time in your new relationship. I realize some people panic and hide these feelings, but for the majority of those with cupids arrow still dangling, you're willing to do almost anything to show that love to your partner. Time passes, the intoxicating effects of first love wear off and you can be productive in life again. For those who are "lucky," the other burst of expression of ones love comes at engagement. Some men do it through simple gestures; others are a little more grandiose. This guys declaration is worth about 2.5 million dollars.

His idea, a 30 second ad spot during the Super Bowl of 2007. For obvious reasons, he is trying to remain anonymous so that it isn’t leaked and his girlfriend finds out, which makes the story all the more harder to prove. However, if it is a legitimate person truly trying to raise $2.5 million to get a current advertiser to give up one 30 second ad spot so he can propose to his girlfriend for the entire world to see, I say that is truly amazing. Faring that it is true, the fact that he is out there trying and pushing shows his dedication to overcome such a huge and practically impossible feat. He not only has to convince everyone that this is not a scam, but raise a large amount of money in a short period of time to convince an advertiser that he deserves their 30 second ad spot and has the money to pay for it, all the while keeping his identity under wraps.

If he accomplishes his goal, I sure hope the girlfriend says yes.

How far would you go for the person you love? To the corner bakery to pick up their favorite treat….or to pay $2.5 million dollars to declare your love on national television?

We're reviewing a few of the new game councils out on the market. We love our computer-platform lifestyle games, (Desperate Housewives, the game) but knew we were missing out on HD (1080i), surround sound, game-matching, leader-board enhanced experiences that the new counsels offer. So we've decided to fully immerse ourselves in the gaming lifestyle and it's become very serious (fun) research. I happen to have received one of the Xbox360 platforms so your probably going to hear more about it in the future then the Sony PlayStation 3 as I blog more then the other participating game platform "researchers." Look for some posts on our discoveries in the near future.

Above you can see my gamertag. Please comment here if you have an Xbox360 gamertag. I wanted to offer an invitation to add me as a friend or email me your gamertag if you don't want your tag to be posted publicly. Steve Rubel, I know you have one...how about a little friendly competition?

I’ve honestly never paid much attention to products that were celebrity endorsed, in high school, maybe a little, however there have been plenty of my friends who live by what products “Celebrity A List” says are the best. There was a time, back when I was very young, that I did follow what my favorite celebrities endorsed. One such product was Pepsi, simply because I was a very big Michael Jackson fan. Luckily, I wised up.

So when I saw one of my favorite fashion designers, Isaac Mizrahi, pitching StriVectin-SD in a commercial the other day I felt such utter disappointment. Strivectin-SD, which claims to be an anti-stretchmark cream turned anti-wrinkle cream, is trying to pitch their product to men through Mizrahi's popularity. Isaac is a talk show host and thus a "lifestyle advocate" however, as a person who admires Mr. Mizrahi for his outstanding fashion, I wonder why he had to go this route. Seeing him in a commercial promoting an anti-wrinkle cream made me lose a little bit of respect for him and I didn't want too. I'm sure I am not alone.

I believe there was a time when celebrity endorsements held clout, but the times have been changing, most especially as blogs have become more and more popular. There are so many blogs out there that review products and I am more apt to listen to the average Joe tell me their likes and dislikes over a product than to run out to buy a product because Mischa Barton has been using it. According to a survey done by Allure and Essence, the same holds true for many of their readers.

As a Blogger, I see Microsoft’s gifting (via Edelman PR) of their Acer Ferrari laptop complete with Windows Vista to select Bloggers just another day in the world of “Review me” and word of mouth advertising in the blogosphere. Many don’t feel the same way, stating that it is outright bribery. The laptops received came during the height of the Holiday season and many Bloggers feel that these “gifts” are unethical. As I’m sure you know from my previous posts on this topic, I completely disagree. I'm so tired of self serving "reactive for ratings" Bloggers who don’t understand how product reviews work or think they have a right to scold companies or publicists for reaching out to hard working & respected Bloggers for reviews.

As, LongZheng, one of the Blogger’s on the receiving end noted, “Windows Vista is launching in 30 days.” My question is, why wouldn’t Microsoft want to create a buzz about a brand new product and operating system soon to launch among tech Bloggers? I understand why Microsoft did it, as I received Max Factor’s Volume Couture Mascara in the beginning of December. It is a product that would only become available this month. My job was to test it out and write a review. Obviously the company that sent it was hoping for a good review and to help generate the buzz about it prior to launch. The difference in the price tag of a bottle of mascara and a laptop is quite large, but it still doesn’t take away from the fact that companies want to find new ways of creating product buzz prior to and after a product is out on the market. By sending the laptop to only a select few Bloggers, generates even more buzz and you get the various views on how the system works from real people, not advertisers, using the product. Is it because this product to review had a high-end price tag? If Microsoft sent a $20 product, would those tech Bloggers still feel it was a case of bribery?

The Blogger’s were also told they could disclose that they were given the laptop, but they were not required to. They were told they didn’t have to blog about their experience using the laptop, but that the firm hoped they would. If I received the laptop, I would still feel the pressure to review it regardless if the firm sending it said it wasn’t necessary. Common sense says that they are sending it because they want it reviewed, not simply because they are being kind. However, it still wouldn’t impede on my honest review of the product. I understand the "pressure" or the feeling that you owe them something good (review). Drop the pressure and remember what journalists are supposed to do... report the truth as they experience it. You really just owe your readers the truth.

Bloggers: Be professional and human, don’t crucify a company for deeming you worthy of free products to review and own! You might want to mention professional reviews of technology are "loaned" products like MP3 players, TV's and electronics. They don’t get to keep them... they essentially are "on a tour" following the tech press circuit, like a rock-star. Honestly, if you’re a Blogger and you get to keep a product like that, the human thing to do is say thank you.

Companies: See my post on pimping products to Bloggers, as sometimes a company needs to learn how to approach a Blogger for the best results.

What do you think? If you receive free products from a company, do you feel the pressure to write a good review? Does it matter the price tag associated with the free product? Lend your thoughts in the comments.

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UPDATE: Journalist writer and blogger Ed Bott thinks the whole moral debate is unnecessary. “Everyone in the community wins when that person gets the chance to play with new technology.” He got a Ferrari 5000, and might auction it off for charity.

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UPDATE: Slashdot has labelled this a “bribe.” However unlike what they have claimed, these were not gifts. As it may happen to coincide with Christmas, it is important to note Windows Vista is launching in 30 days. It is nothing more than just good timing and coincidence.

I, however, wrote these as “Christmas presents,” only because it happens to coincide with Christmas. Officially, these were review PCs with the the options at upon completion of review to either send back to Microsoft, give away or keep indefinitely. This choice is solely at the discretion of bloggers.

The marketing behind Burger King these days has impressed me. In the age of Tivo, Burger King has managed to find alternative marketing strategies to continually bring their name to the forefront, even when you skip through the commercials.

"The King" ad campaigns brought about attention when a strange oversized plastic King could be found in bed next to an unsuspecting person or just outside of their window to the catchphrase of, "Wake up with the King." The commercials were a bit odd, but definitely catchy. The commercials moved on with dry wit humor and occasionally I would find myself laughing at some of them. Burger King’s actual products remained in the commercials, but weren’t necessarily the main piece to the ad.

In November Burger King began offering Burger King Xbox and Xbox 360 games with their value meals in three different genres; action, fighting and racing. I thought it was in good fun and admired the cross promotion involved with a fast food chain. When I saw it was available on Xbox Live and that the game involved other Burger King mascots, I realized that Burger King was onto something.

Tarte Cosmetics, known for their fabulous Cheek Stains and double-ended lipgloss and BORBA, known for their all natural products and drinkable skin care, have come together for what is likely to become a trend among cosmetics companies this year. tarte Cosmetics has teamed up with BORBA to create their newest lip gloss set to launch in February called Inside Out. Inside Out is a vitamin-infused lipgloss that tarte calls a “double-duty” beauty product. It’s one that not only works on the outside of the body, but on the inside as well. The gloss works to soothe and hydrate your lips, while the nutraceutical blend delivers powerful skin care ingredients.

Scott Vincent Borba exclusively created the blend of vitamins for tarte’s Inside Out lipgloss. It is a combination of all natural ingredients from BORBA’s Clarifying, Age Defying and Replenishing lines. They include Acai & green tea extract which help strengthen capillary walls, reduce epidermal irritation and enhance skin’s clarity and radiance; Grape seed extract & Vitamin C which help accelerate production of natural elastin, protecting skin against free-radical damage & restore skin’s clarity, Vitamins A, E & K which act as antioxidants to give you that healthy glow, and Lychee extract promotes long-term skin hydration and chamomile extract soothes skin and helps to counteract redness. Inside Out comes in 3 colors; shimmery pale pink, hot pink and nude. Each gloss is 5.7oz. and is scented with pomegranate, the same scent as BORBA’s Clarifying Cotton Fibers.

In the age of Tivo, marketers have had to think long and hard about unique ways to deliver their brand’s message to consumers. Although Tivo did come up with a way to annoy its users by adding fast forward banner ads when they try to skip commercials, they can still be skipped nonetheless and the marketer's message lost. However, PumpMedia, an outdoor media company, has found a way to reach a captive audience: at the gas pump.

This idea of marketing at the gas pump has been creeping in slowly, as it is something I have seen here at my local Sheetz. While I pump my gas, a no-sound commercial plays showing me all of the sandwich and coffee selections in their mini-mart, there is even a screen where a customer can order one of those sandwiches right at the pump and have it ready and waiting for them when they go inside to the counter.

In a time when most gas stations have taken the “hold pump” mechanism off its pump handles, forcing you to remain at your vehicle while pumping gas, there is nothing much to do besides watching how much the pump will drain you for this time. PumpMedia found this a prime opportunity to reach consumers at a time when they are bored doing the mundane. PumpMedia says it will offer entertaining and informative content while refueling and also offer a new advertising medium for the auto industry. While it is unclear just which types of brands will take advantage of this new way to market to consumers, I’m sure it can be safely assumed it will involve auto makers.

What do you think of this new way to market to consumers?

A few months back I wrote about the mystery man trying to raise $2 million dollars for a 30-second ad spot during the Super Bowl so that he could propose to his girlfriend of five years. There were many skeptics out there, especially because he had to remain anonymous and no one knew if it was a hoax or the real deal, but then interviews on different television networks began showing up bringing legitimacy to the idea.

Once it seemed confirmed that it was a legitimate attempt at something extraordinary, there were many of us glued to the Super Bowl commercials just waiting to see the ad. MSNBC had even confirmed that the ad was going to take place and I refused to let my husband change the channel during the big game. When the ad never emerged, I felt duped, as did much of the blogosphere and the people who pledged up to $75,000 and another donating $10,000 in cash to try to help the mystery man known then as “JP,” achieve his super proposal dream. For days, MySuperProposal.com was offline and I scoured the internet looking for any word as to what the truth was.

What most people don't realize about big glossy magazines is that advertisers in the magazine also get favored additional product placement in the form of mentions in product line ups and other "advertorial" mentions. Nothing wrong with that, it's just how it's always been. A good publicist can help non-advertising brands get more exposure in the same magazine, however those that can afford integrated advertising and publicity often get the best exposure in print and television, of course all this comes at a cost.

Some beauty brands or fashion brands may not have the funding or budget for a large media buy. This post is to address those brands. While selling ad space is not a new idea, finding the appropriate space that is the most effective is critical. If you can't afford the premium ad space in beauty magazines and the top fashion books perhaps you should investigate non-traditional advertising in addition to your PR plan.

Today you can buy ad space on everything from urinal pucks, coffee cups, pizza boxes, shopping bags and now a new and innovative way to reach more people, especially business professionals. Do it through dry cleaning, most specifically, the hangers that go home with each suit and dress and tend to stay in your target customer’s closet for future use.

With 3.5 billion wire hangers ending up in landfills each year, The Hanger Network has designed coat hangers made completely out of paper. The paper is thick and laminated and perfectly acceptable to toss into your recycle bin. It’s strong enough to hold your clothes without falling apart while remaining flexible at the same time. The Hanger Network is hoping that dry cleaners will begin using their EcoHanger because it is free. That saves dry cleaning businesses approximately 8 cents a hanger, meanwhile helping to lessen the burden on the environment.

The Hanger Network is able to give their hangers for free to dry cleaners because it is the advertisers who pay the Hanger Network to place a color advertisement for their product/service on each hanger. These advertisements target both men and women such as ads from Van Heusen and L’Oreal. It’s amazing to me that no one has thought of this idea before. While I would have never dreamed of a sturdy paper hanger, my dry cleaned clothes always come back with white paper wrapping the wire hanger, most times simply stating the name of the place I was just serviced at. Since hangers are reused time and again, this is the perfect opportunity to have your product seen virtually every time a person opens their closet doors. It is unobtrusive, yet subliminal, and done in a way that is functional and serves a purpose.

Presently the EcoHangers are being distributed by Cleaners Supply, the largest distributor of dry cleaning products in the U.S. Currently you can find these hangers at dry cleaners throughout New York City, but with 8 million dollars in venture capital obtained, the Hanger Network will soon be expanding into other cities across the country.

With so many social networking sites beginning to dominate the internet, it’s about time there was one that had one main focus to bring people with the same interest together to connect and network. IQONS is to fashion what MySpace is to music. Created by Rafael Jimenez and Suran Goonatilake with co-mentor Diane Pernet, they bring experience to the table that will see this new social networking site blossom.

IQONS is the global social network where designers, fashion labels, magazine editors, models, stylists, fashion PR professionals, fashion enthusiasts and the like can connect and network with each other. IQONS only launched last month, but it is already building a presence online with 820 designers with an online profile. Through their profile you can get a more in depth look into who they are and browse through their “showcase.” A showcase is where you can upload your work for the rest of the network to see.

IQONS has a few ways that members can connect and promote their work through the site. Influential and highly respected fashion industry professionals, referred to as Iqons, review and comment on work showcased by members on the site; IQONS features one Iqon each month; they also give members 15 minutes of fame by spotlighting a member profile every hour on the hour. IQONS also creates projects with influential fashion industry professionals for members to take part in. The first one is with online fashion retailer Yoox.com for a design competition.

I think this a great way to network with others in the industry and I’ve already started to create a profile, or “Portrait” as they call it, there myself. If you are already on IQONS, tell us what you think of the site.

We are all familiar with all the various bidding sites that are out there that bring consumer and seller together such as the highly popular website Priceline.com and of course its now defunct name your price grocery website WebHouse (which I sadly miss). Of course there are other variations of sites that look to capture an audience by allowing various businesses to compete for your business such as with Lending Tree and RentalCars.com (owned by Priceline). As more and more consumers are always looking for the best deals, a new trend has been emerging that Doc Searls dubbed last year as the Intention Economy.

The Intention Economy grows around buyers, not sellers. It leverages the simple fact that buyers are the first source of money, and that they come ready-made. You don't need advertising to make them. The Intention Economy is about markets, not marketing. You don't need marketing to make Intention Markets.---Doc Searls”

With this idea in mind, it opens another market and another way for brands to think outside of the box when it comes to getting exposure for their product. This is a market that is virtually untapped and one that many are beginning to see as a golden opportunity to connect in another way with their target market. One such example is in a specific part of the travel industry: cruises. Cruise Compete is a website that is similar in notion to Lending Tree in that Travel Cruise Agents compete to offer you the best deal on a cruise package. Although sites like Lending Tree, Priceline and Cruise Compete work with a limited amount of businesses to offer you the best deal, these sites still remain popular in this niche of price competition and continue to have a small amount of rival sites.

Most industry professionals know that ad placement for publication in September beauty magazines, is the most crucial time for your brand to be seen. As online media continues to strengthen, now is a good time to come to understand how you can maximize your brand’s exposure through Blogging, viral marketing and digital magazines dually with ad campaigns in the leading print magazines. Print magazines and online media sell a relationship with its readers, as well as, an opportunity to reach them in a time of intense focus and receptivity.

Here are some Beauty PR tips that may help your brand stand out:

Understand your competition:
How you can understand your competition begins in their ad campaigns. What you can learn:

+ What magazines/blogs they are pitching their products to.
+ Which demographic they are going after and if it changes depending on the magazine/blog they advertise in.
+ Are they focusing on color, scent, packaging or trendiness?
+ What is their approach? Which key words are they using to get the readers attention?

Learning these key points helps you to decide how to better your current/future campaign with a product that may be along the same lines as your competitor or how to present the same type of product effectively in a different way.

Know The Trends:
Follow the editorial calendars of the books that you want your product or service to appear. The editorial calendars are often featured on magazine Web sites. These give advertisers, readers and writers a heads up regarding planned issue themes.

Even if your product wasn’t originally intended for a particular season or holiday, figure out how you can spin it to make it fit. Study your chosen publications, and determine the types of stories each of them seems to favor—then use them as starting points for your own ideas. Look for patterns, trends, and points of discussion. Pinpoint the best editor for your idea. If need be, call the magazine and ask which editor is best to contact, and how he or she prefers submissions (via e-mail or conventional mail).

Creating a relationship with beauty editors is also key and helps in knowing what beauty editors are looking for months ahead of time. It helps you to prepare your story line and potentially get your product before the eyes of your target audience.

Green Is Good:
One way a non-green brand can become part of the green trend is to donate to a green charity. Brands can do this by becoming a sponsor for a green event, such as Earth Day, or hold a promotion with a percentage of the proceeds going to a particular green charity. Don’t count yourself out simply because you are not organic.

Some campaigns to learn from:
+ Lancome & Carbonfund.org
+ Diesel & StopGlobalWarming.org
+ Bank of America & it's green initiative

Pro-age vs. Antiwrinkle:
If you have anti-wrinkle products, give them a makeover with new wording or new packaging. Breathe new life into them so that they lose the negative connotation that “anti” brings about. Use creativity in the words used on the products and in ad campaigns to promote a more positive feeling about aging when using your product.

Embrace The Concept of Blogging:
Stand out and begin a blog surrounding your brand. When Blogging remember to:

+ Come across as a source of information.
+ Be a problem solver.
+ Remember that Blogging is more about your customers needs than your own.
+ Build relationships with your readers.
+ Allow for interaction between your readers and your brand—keep your comments section open, but moderated to weed through the spam.
+ Be patient. Building readership and trust takes time. The average time for a blog to build a consistent loyal readership is 6 months.
+ Show your brand’s personality. No one wants to read a cold lifeless blog. They want warmth and a personal connection to the brand.

Mother’s Day is only a few short weeks away and happens to be, in my opinion, a day that all mothers look forward to for the pampering, the gifts and demonstrations of love by her family. With consumer spending for Mother’s Day gifts expected to be $15.73 billion, these last few weeks before the big day are a fantastic opportunity to get your brand noticed, especially online.

According to the National Retail Federation’s 2007 Mother’s Day Consumer Actions and Intentions survey, 20% of consumers are expected to do their Mother’s Day gift shopping online, which is a 3.1% increase from last year. Although the other 80% do their gift buying offline, many still use the internet to research and look for gift ideas. While Mother’s Day shopping and gift research typically begins at the beginning of April, far more consumers make their purchase much closer to the holiday, which occurs on May 13th this year.

By utilizing the internet to spread the word about your product(s) as great gift ideas for mom, your advertising costs will be much less versus commercial and print ads and more likely to spread the word faster due to viral marketing. A few ways to utilize the web to get your products before Mother’s Day gift searchers are:

Press Releases
Advertisements on targeted websites
Advertisements on targeted blogs
Promoting them to blog owners

Online press releases are great for search engine optimization and will quickly get you picked up by the likes of Google and Yahoo when consumers do an online search. Using keywords in the title of your press release is a key factor. Key phrases to use are “Mother’s Day gifts” and “Mother’s Day gift ideas.” Some online press release services are PR NewsWire, Send2Press and PRWeb Direct. You can also use these same press releases to email to blog owners, but make sure to include links to your products (if you have an online site) and pictures as well.

For this week's Five Things Friday I wanted to focus on blogging. I knew that the best person to turn to for advice was Brian Clark, the Blogger behind the very popular copywriting and online marketing blog: CopyBlogger. With 15,744 subscribers to his blog, and plenty more regular readers to his credit, when Brian talks--people listen. If you haven't heard of Brian Clark, I will have to wonder if you live under a rock (and then ask you to please come out from under it). Please be sure to check out CopyBlogger, where I am sure you will gain a wealth of information from all Brian has to offer.

With Brian's permission I am reposting his post: The 5 Immutable Laws of Persuasive Blogging.

Blogging is a great way to grow a business, promote a cause, or spread new ideas, because when you take an educational approach to marketing, you gain the attention and trust of people who might otherwise simply ignore old-fashioned advertising. Not only can those people become your customers or converts, they can also become your advocates.

While there’s as many ways to approach blogging as there are blogs, some things remain steadfast when it comes to gaining influence and prompting action. Here are the 5 bedrock elements that you might keep in mind when blogging to persuade:

1. The Law of Value

Your blog must provide value to the reader by addressing a problem, concern, desire, or need that the reader already has. Fresh, original content is critical.

2. The Law of Headlines and Hooks

Your post titles must stand out in a crowded, noisy blogosphere, and you must quickly communicate the value of reading further with your opening.

3. The Law of “How To”

People don’t want to know “what” you can do, they want to know “how” it’s done. If you think you’re giving away too much information, you’re on the right track.

4. The Law of the List

Love them or hate them, informational posts presented in list format are easily digestable, and allow for an efficient transfer of your value proposition to the reader.

5. The Law of the Story

Stories are the most persuasive blogging element of all, as they allow you to present a problem, the solution, and the results, all while the connotation of the story allows readers to sell themselves on what you have to offer.

When it comes to your brand, are you soley focused on the bottom line and how to bring in the customers and drive your sales? Or are you willing to set aside a portion of your profits and time to focus on the one thing that makes your company a success: your customers and what they need. Tom’s of Maine recognized a consumer issue related to their niche and have created a program to serve a public health need. Not only is this a great way to generate positive feelings about the Tom’s of Maine brand, but also a great PR generator, as well.

Tom’s of Maine has a dental program they established in 2004 called Dental Health For All. It’s a program aimed at helping those who are without dental insurance and seek dental care through clinics. Since 2004 they have granted clinics throughout the US more than $670,000, which has helped more than 15,000 children and adults gain access to dental care. With more than 120,000 people in the US without dental insurance, Tom’s of Maine stepped up and decided to contribute to a cause that is beneficial to both the brand and potential consumers. Since they are one of the top leading brands in natural personal care products, it only made sense for Tom’s of Maine to extend their relationship beyond just their customers, but onto others where dental care due to lack of insurance is an everyday struggle.

Due to Tom’s of Maine’s ability to look beyond sales figures and profits, they have been able to establish themselves as a leader in their industry. Being a leader doesn’t mean your company has the highest profits or best sales tactics, being a leader means being the one to think beyond yourself, step out of the box and contribute to the community not only in a way to help your niche, but to help those customers in an unselfish way. By providing grants each year to various dental clinics around the US, Tom’s of Maine establishes a relationship with dental professionals and the clients who utilize their services and isn’t that what public relations is all about; creating a relationship and positive image of your brand that has the potential to do more than marketing alone?

Tom’s of Maine has done it right, what are you doing to establish a positive relationship with your target market to create brand awareness and create that personal connection with consumers?

You've already created a Facebook sponsored group for your brand and your MySpace friend list reads like the white pages, so here's one new thing to add to your social media PR must-do list: Create a brand-specific social network on Ning.

Ning is a site where instead of just creating a page, you create a community with features like discussions, forums, and messaging. Instead of joining a myspace, you’re a creating a YOU-space, your own personal social network where brand-fans can upload their own content, blogs, videos, and pictures.

“We wanted to enable people to create their own worlds, not just join someone else's,” explains Ning founder and internet pioneer Marc Andreessen (he invented the first web browser) on his blog, blog.pmarca.com. “The more people learn what social networking makes possible, the more interested they will be in creating their own worlds, their own social networks, around every conceivable need and niche: their families, friends, cities, companies, start-ups, classes, hobbies, interests, political candidates, nonprofit activities, and so on.”

Another plus in Ning's favor is the ability for you to add RSS feeds so that you can update members of your network on any new content. Signing up is free and takes little time depending on whether you choose to use Ning’s templates or create your own fancier html code. You can also choose whether to make your network public or private.

According to Andreessen, 71,531 social networks have already been created with networks created by professionals and educators to MTV celebrity Kristin Cavallari, and the numbers keep on growing.

When it comes to creating truly customized social marketing, Ning's the thing.

Photo Credit: learnscience.net

Whether you are a makeup artist, photographer, painter or designer, an online portfolio community has just launched to give you a space on the web to not only set up a clean, professional and rich online portfolio of your images, but to also give your work more exposure and a great way to network with like-minded industry talent. Dripbook.com came out of private beta yesterday to showcase all it has to offer to the world of visual arts.

Dripbook is equally appropriate to the fashion scene as the fine art scene to the underground youth art scene. Painters, photographers, stylists and illustrators are equally represented. Dripbook also serves as a survey of the visual arts world, allowing users and viewers to find great artwork around the world.

Alex Wright, a New York based music photographer, is the creative mind behind Dripbook. In designing Dripbook, he took on the challenge of creating a place where artists can upload and organize their art into books, no matter the genre (even if they cover various genres) without the hassle of understanding code and plugins that go along with designing a website for yourself. The interface is easy for both the user and viewer, in that the entire site is HTML and doesn’t require anything extra for the portfolio to be seen. All users have a splash page, a profile, their book page and a place where other artists can comment on their work. The site is very clean, well laid out and easy to navigate.

I believe we’ll start seeing more niche social networks such as Dripbook, IQONS and PRVoices, as more industry professionals look for a way to see and be seen by other professionals in their industry, while avoiding the clutter of networks such as MySpace and Facebook.

See all that Dripbook has to offer at: www.dripbook.com

* Photo Credit: Alex Wright Photography via Dripbook

Over $120 billion dollars are spent by soon-to-be newlyweds on items needed leading up to and after a wedding. It is an incredible industry to become a part of and one that welcomes tradition and trend. Not sure where to start or are looking for a new way to get coverage for your product? I put together five tips to sort through the clutter on how to get your brand better exposure in the vastness of the bridal industry.

Something Old, Something New. If you don’t have the budget for advertising your product in long lead bridal publications such as Brides and Modern Bride, seek out their editorial calendar to find an upcoming theme they are working on that you may fit into. Whether your brand is targeted for traditional wedding fare or along the modern & trendy aspect, offer an idea surrounding your product that tells a story that will resonate with the reader. Wedding planning advice, ideas on DIY, how to find the perfect gown/florist/honeymoon destination and so on are always a hit with brides to be. Just be sure to follow the rule of thumb of sending press 3-4 months in advance. Hot Bridal Magazines: Brides, Modern Bride, Elegant Bride, The Knot, InStyle Weddings.

Something Borrowed. Renting a tux is no longer the only thing that is being borrowed for the big day; brides are also taking part in this wedding tradition, but in a whole new way. Just as celebrities don borrowed jewelry and other items for their walk down the red carpet, brides are seeking out retailers who also have a rental option available for their accessory needs. Bag Borrow or Steal is one such retailer that allows jewelry rental from such names as Vera Wang, Miriam Haskell and Chanel to handbags from Rafe New York and Badgley Mischka for as little as $10 a week. Developing a rental option for your products and starting the buzz in-store and through your local media will quickly have brides generating word of mouth press for your brand that can be as simple as friend to friend or through posting on wedding forums spreading the word to other brides.

I do—green. Offering DIY advice on how couples can maximize their budget using environmentally friendly ways of giving new life to an old product is one such way to get your brand noticed in the green aspect of the bridal industry. The interest in green weddings has exploded in the last year and Portovert Magazine answered the call to assist brides and grooms with creative ideas to evoke a sense of elegance at the wedding with very little environmental impact.

When Portovert launched in January 2007, we became the voice of glamour in the green movement, showing brides and grooms that green doesn’t have to mean giving up on the idea of a spectacular wedding,” said Megan Yudes, Editorial Director of Portovert, “All brides are looking for ways to stretch their budgets. We’ve been able to do this by showing them how to be creative fixing and recycling items found throughout their surroundings and incorporating these elements into their nuptials in a way that will garner positive attention and make them feel good about using these cost saving measures for the good of the environment.”

The race for the White House is being done in a way that has changed the face of Presidential campaigns from here on out. Sure, we still see the typical television ads, town hall meetings, debates and so forth, but the candidates seem to have come to the understanding that social media has huge reach--a different reach than traditional methods of spreading the word regarding their campaigns. Going viral seems to be the way candidates are progressing vs. typical PR. It has left me wondering, will we see a change come November in who is coming out to vote? Has it changed the demographics of who is coming out to vote in the primary and possibly behind "the movement" that has been attributed to Presidential hopeful, Barack Obama?

Just looking at the Democratic bid for nominee, both Hillary Clinton and Barack Obama have MySpace pages. Both are on Twitter, which is interesting to note--Hillary Clinton has 1643 followers, has had 59 updates--but is following no one. Barack Obama has 13,712 followers, has had 75 updates and is following 13,048 (is he really though?) That's a pretty substantial difference and again makes me wonder if this places into Obama's "movement." (Has social media helped his campaign or is this organic?)

As always celebrities want to have their say on who they support and they are no longer just making a comment here and there hoping it will get picked up on the newswires, they are creating You Tube videos to reach a broader audience. For example, Jack Nicholson's video endorsing Hillary Clinton and will.i.am's music video regarding Barack Obama.

So what do you think? Are the candidates reach through social media bringing on and educating a younger audience of voters? Does it change each way the other campaigns and will campaign going forth once we have established Republican and Democratic nominees? Speak up in the comments!

The Philadelphia Inquirer and the Philadelphia Daily News each ran ads for a fake airline, Derrie-Air, this past Friday. They did so knowingly, as it was a way to test their ad reach both in print and online. According to Editor & Publisher, the click through rate was 1.25% compared to their norm of .05%. However, there are many in the media and journalists who are wagging their finger at this Top 50 U.S. newspaper, saying that they crossed an ethical line and border on mistrust from its readership. I'm not sure I agree and here's why:

It's no secret that the newsrooms are dwindling. It's happening to the news media both in print and in broadcast. Try contacting journalists at the top dailies--it's next to impossible. Newspapers are making less money as readers want news on demand and turn to multiple sources for their information, mainly online. There are job cuts everywhere and the journalists who remain are beginning to wear many hats. As The Philadelphia Inquirer and Philadelphia Daily News contemplate how a major paper moves forward profitably, it only makes sense to test their strength and reach among their readers. The fake ads for Derrie-Air, in my opinion, are similar to a blind study. Blinding is a basic tool to prevent conscious as well as subconscious bias in research. If you want to understand your advertising reach, how can that be done if you disclose that the ad you are testing is fake? This would bring confounding variables into play. If you disclosed about the fake ads and saw a higher than normal click through--was it because you disclosed and people were curious or because despite the disclosure, a reader was interested in the ad?

Pierce Mattie recently hosted Joico's Fall Fabulous event to promote the launch of 3 new products in the Joico Design collection that will be launching later this year. Editors from various publications came in for a wash and style with the new products. George Papanikolas, of the Chris McMillan Salon in Beverly Hills, was the main stylist.

The Media Oasis was transformed into a Joico inspired/branded salon complete with fall flowers, soft lighting and fall trend posters. It looked absolutely amazing in here and everyone had a great time.

Now we can't tell you the 3 products just yet, but we can tell you that they'll be launching in a salon near you around October of this year. Stay up to date on all Joico products through their website and MySpace page.

Being the social media junkie that I am, I couldn't help but want to add my 2 cents to a recent inquiry from Ragan Communications writer Chris Kent regarding Twitter and whether it was a mindless time waster or an effective tool. I think we all know what my answer to that is (see my interview with Zappos' CEO if you doubt me) and from the many journalists, editors, PR people and bloggers that I interact with daily on Twitter, I can safely say I am not alone.

While Twitter is still experiencing a lot of growing pains, it is the epitome of what the best of PR and social media looks like together: self branding, relationship building, in depth communication and interaction.

So check out what what others had to say in the Ragan article, I think you'll find it a great read.

ndustrimobile is a video to mobile network I had touched on last year when they launched PORTFOLIO, the first fashion newsmagazine exclusively for mobile phones and PDA's. With video becoming one of the fastest growing platforms and with over 210 million cell phones in use in the US, a marriage between the two looks to be a very promising way of branding and diving further into the depths of digital media.

ndustrimobile is launching "Overnight," a travel and lifestyle series, that goes into production mid-late fall and will begin airing around Christmas. It's a program that will take you to the most exotic locations of the Caribbean as you experience the food, night life and indigineous people. The program promises to not show you the typical tourist-type areas and they are currently looking for couples to be nominated beginning late September. Why couples? Because this series will feature a deserving couple in each episode as they tour each luxurious destination.

What I find incredible about ndustrimobile's video to mobile network is how this will be a great avenue for advertising, marketing and PR. When I talked to Ru-El Burford, CEO of ndustrimobile (and a heck of a nice guy), he explained that they are definitely open to relevant client pitches for the series that can include anything from fashion to tourist boards to resorts and everything in between. Ru-El hails from a marketing and creative background having also founded and built ad agency boutique The Quantum Group (named a top twenty African American owned ad agency by Black Entreprise Magazine) so if anyone understands branding, it's Ru-El.

Overnight will also be ad supported with pre-post roll ads as well as advertising within the context of the show itself and product placement. This is an amazing opportunity for those of us in PR to get our clients coverage in a virtually untapped media. With video to mobile's growth, it's one you should look into and get your clients up to speed on.

There's no argument that mobile phones are becoming not only a means of communication, but also an all-in-one tool in life and business. It's something an addicted tech society can't live without. And if you question that, then I ask you who do you know that doesn't own a cell phone?

Recessionista: n. A person who dresses stylishly on a tight budget; according to wordspy.com. According to me? A catch phrase to encourage fashionistas to continue their infrugality regardless of the economy by choosing less expensive versions of their favorite luxaholic products and services. It's making light of a situation that isn't so favorable for the consumer driven industries of our nation, spinning it 360, and delivering a luring message to the masses—PR 101 ladies and gentlemen.

What has turned into a large scale "recession chic" PR movement has benefited a number of familiar brands. A host of discount brands kneel graciously at the feet of recession and position their products and services not only as the smart thing to do, but the posh one. Target leads the pack with already-in-place "design for all" strategies that flourish even more now. Huge designers like Botkier and Proenza Schouler have participated in the past with leaks of a possible Alexander McQueen and Target venture in the future. Now THAT'S recessionista.

Small businesses have taken this positioning tool under its wing as well. I just read that Fresco by Scotto, a posh New York eatery known for its very "upscale comfort food", has opened an "on the go" version in the heart of the financial district that offers sharp suited bankers gourmet lunch options for under $10. (Yes it seems even the bankers are looking for a great deal with the joint's opening day lunch crowd wrapping around the block). 

Some celebrities have even attempted to boost their own image by demonstrating, very publicly of course, recessionista ways. Kimora Lee Simmons, a die hard fashionista and luxaholic, proclaims her choice to travel commercially in place of her usual private jet-setting behavior to a gang of paparazzi as she waited in line at LAX in June. The 13 extra bags she brought along would rack up some serious extra charges so she may not be the beacon of saving money after all.

I’d love to hear your feedback on this growing positioning strategy. Where is the line that needs to be drawn between the educating of and the taking advantage of the consumer in these trying times we face? How long before consumers are no longer phased by the recessionista twist on ad campaigns and PR efforts?

Our Favorite Fashion Pubs Double as Reality TV Stars

According to the weather related definitions of the seasons, spring is the season for newness. I would argue that fall is the real season of newness with everyone looking to make a fresh start.  School starts, fall fashion reigns, Broadway shows debut and perhaps most exciting of all—television begins its season.  

I must admit, I am the most excited about Vinny Chase coming back into my life at last with the return of Entourage this season BUT there are some newbies that have caught my attention as well.  According to our Haute List - 90210 and Kath and Kim will be the new shows to watch out for.

As PR professionals we should be looking out for a new editorially affiliated reality show.  Stylista, referred to as Devil Wears Prada in a reality show, will be hitting the airwaves for the first time this October. The show features “Andy” wannabees competing under the scrutiny of Elle’s fashion director Anne Slowey to become a junior editor at the magazine.

As I watched the news this morning about Lehman Brother's filing bankruptcy, Merrill Lynch being bought, gas prices rising and devastation costs due to Hurricane Ike and our stock market looking like it's about to hit the toilet--reading a story in Cosmetics Design Europe about India's upmarket growth in the beauty industry was a welcomed positive story. With so many foreign investors coming in and taking advantage of our down economy, why not turn the tables here and take advantage of the emerging trends overseas that can be a benefit to us here in the states?

Pierce Mattie PR loves the beauty industry and actually, if you are familiar with Pierce's bio, this is where our firm got its start in Beauty PR. So keeping up to date on emerging trends and forecasting future trends is something Pierce Mattie is well known for. In fact, at the beginning of August, Pierce was interviewed by Cosmetique News in Paris regarding Pakistan being an emerging market for men's grooming products. So I wasn't at all surprised when I read the story mentioned above from Cosmetics Design Europe reporting on India's upmarket growth potential in the personal care industry.

So how can beauty brands in the states take advantage of this potential?

Runway to Change, a Fashion PR/Political PR type fund-raiser for Obama, took place at Charles Nolan Studios last Tuesday night. I attended and was in good company with handbag guru, Pamela Pekerman (pictured right), at what we hoped was going to be an amazing event. Prior to the event taking place, the broadcast press was covering it that morning and with the 26 incredible designers said to be taking part, we thought we were in for an amazing show.

About 400 fashion obsessed fans, some wearing "Obama Bling," stepped foot into the studio (packed like sardines) and about an hour from the original start time, Charles Nolan stood on a platform and welcomed everyone. Anna Wintour dazzled in diamonds and a gorgeous dress while Sarah Jessica Parker cheekily wore "Barack and Roll" pinned to the back of her jacket. Pamela and I made our way to the very front of the audience to hear each person speak, including Barack Obama's Deputy Campaign Manager, Steve Hildebrand. I began to (shakily) take video with my FlipCam until I was told to turn it off by someone who did not identify herself other than pointing to another young lady standing next to SJP and telling me, "She said you can't do that," (although I had cleared it with the event staff prior).

It was only once Anna Wintour and SJP spoke that I realized there would be no runway show, but that the designers involved created t-shirts and accessories that we were to purchase. I was disappointed to say the least. Fashion Week and "Runway" to Change seemed to be like a perfect fit and I was hoping to see collaborations from top designers not t-shirts and totes. Obama's grassroots efforts always seem to have a viral way about them, so it was also surprising to learn that the press was not invited to the event. With such a tight race and each speaker stressing the importance of getting people out to vote, I was floored that the importance of the media as a tool to communicate this was overlooked. Or was it?

Sometimes the best word of mouth is one of person to person and not something that is mass broadcast to both interested and non-interested parties. Perhaps the exclusivity of the event will have people buzzing and seeking out information and those that were able to attend will be telling their friends who in turn will be passing it on. So did Runway to Change create a grassroots buzz or was it a total flop? You decide.

*Photo Credit: SJP pic from Rose Apodaca (who I saw at the event in an amazing colonial flag inspired outfit--shoes included!; and Shannon Nelson

Branding Strategies Appeal to the Everyday Woman

As we all know, the aging baby boomers make up the majority of the consumer market.  Therefore it should be no surprise that the media is chock full of messages positioned to the older or, more generally speaking, the “everyday woman.”  That's why CoverGirl will be featuring comedienne Ellen DeGeneres, 49 and very “nontraditional” beauty, in an ad campaign starting January 2009.

Editor in Chief of More, a magazine for women over 40, Leslie Jane Seymour, agrees with this new positioning strategy when she told New York Times, "We don't need to see another ingénue rocking to the top--we're getting worn out by the Lindsays and Britneys, and I think we need a break."

She continued, "[Women] just want to be the best that they can be for the stage of life that they are in."

Ellen joins Queen Latifah and recent America's Next Top (Plus Size) Model Whitney Thompson in a line up of CoverGirl's quite different from the Nikki Taylor's of the 90s.  These women each have characteristics more representative of the actual psycho/demographics of American women, excluding income of course.

That's where Dove takes a further step by featuring no-name women of all shapes, sizes, races and ages in their most recent integrated branding campaign.  Dove skips the photoshopping portion of the editing process in ads and has a slew of events, charities, and messages etc. that affirm their “Campaign for Real Beauty.”

Dove, deliberately using the word "campaign" here, suggests that Dove is the initiator of this new found empowerment amongst women.  Is it the companies and actresses who began this “everyday woman” revolution of sorts? Or did the disenfranchised women unite first causing marketers and publicists to scramble to take advantage of this sentiment? Which came first?

The first suggestion, that this is a branding-spawned positioning effort, could mean that once the media has seen enough of this strategy, unachievable ideas of beauty might resurface in an attempt to stand out amongst the soon-to-be prolific messages of "real" beauty.  The second suggests that women are accepting the "skin they’re in" and changing the idea of beauty forever.

The Celebrity branding of yesteryear mainly consisted of a celebrity almost obnoixously parading around with their name and face attached to some new fragrance, clothing line, or in Derek Jeter’s case a 24 hour Fitness center named Jeter24.  The idea here is to directly use a public figure as a brand with little or no departure from the celebrity’s own image by including the famous moniker in the brand’s name.

What makes an off-price retailer so much fun to frequent? The mystery of “How did this <insert brand name here> White Linen Size 6 Dress end up here and in my lucky hands!”  Mystery no more ladies and gentlemen, I present to you three off-pricers who are mass communicating the way in which they acquire their inventory as way to improve their image.

Three major off-price retailers, TJ Maxx, Marshalls and Burlington Coat Factory, have all approached brand communications with a similar goal: to educate the consumer on how the brand labels end up in their stores at lower prices than traditional retailers.  Through this approach they glamourize the process by showing well-dressed buyers the consumer might have previously only associated with a high-end retailer.

 TJ Maxx Website

Read the full post on our Fashion PR blog, The Fashion Rag

While many may feel that social media is becoming more fragmented and expanding vastly at such a fast pace, I also think that as social media continues to evolve, there are certain aspects that have become very niche. All you have to do is look at the blogosphere, or Ning for that matter, to see that more and more people prefer to become a part of community that shares their talents, career interests and similarities. Where TheSpaProject.com may be a social network for spa goers, Spa Clique is geared towards spa and salon professionals to connect them and keep them up to date on the inner workings of their industry.

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

The media landscape has been changing since the emergence of social media as a highly influential platform. Everyone has a soapbox and everyone wants to be heard. Some voices are louder than others reaching further and riding that digital wave. Not every brand out there understands how to effectively become part of that conversation and if there is any one thing that people tell me when I talk to them about how social media is instrumental for businesses today, it's that there is so much fragmentation that it makes their eyes cross. They often wonder, where do I begin? Which social media tools are the most effective? Do I have to be on every single social media site out there for it to have any impact on my business?

There is no doubt that tomorrow is one of the most important dates in the history of our Country. The candidates are feverishly making the rounds today to muster up any last undecided voters to their side, Rock the Vote is working overtime to get the youth vote out in force and those in battleground states are fielding calls from supporters of both parties reminding you to vote. With the economy in a slump, brands are always trying to find new tactics to bring customers through their doors or ways to grab your attention in a position that casts them in a positive light--what better way than to get involved in encouraging brand loyalists to vote.

So, Britney Spears officially made her comeback! Watching the premiere of the MTV documentary “Britney Spears: Just For The Record” this past Sunday, I was floored by how amazing her PR machine is! They were able to make her seem more human by showing her vulnerability and by making the audience feel guilty for being a voyeur and watching her crazy life. In addition to plugging and promoting her new record in between scenes!

The same celebrity who only a few months ago, was seen shaving her head, walking around in different colored wigs and hitting a car with an umbrella is no more. Britney’s PR team has officially turned her in to a caring mother, with a down-to-earth personality, who is a victim of tabloid hell and spoiled by the trappings of her own success. Who wants to live in a world where paparazzi fight each other to get that perfect picture that will be published everywhere? You can only imagine what that must be like to be her and the audience definitely went away with some sort of an understanding of what it is like to be the Britney Spears.

Good will towards men. It's at this time of the year that no matter what is going on in your life, that one sentence always resonates when you hear about or see someone less fortunate than yourself. With the current economic crisis the U.S. is experiencing, Project Angel Food's Divine Design is brilliant. Not only do you get enjoyment from purchasing products from your favorite designers, but all of your hard earned cash goes to men, women and children who have HIV/AIDS, cancer and other life-threatening illnesses.

With the continued current of bad news hitting print publications everywhere, it is apparent now more than ever, that the tide is turning to online and social media as no longer the "alternative" to print, but the primary choice for obtaining news and information. Securing coverage in newspapers and magazines where the staff count is dwindling and editors and journalists are overwhelmed has made this already competitive task even more cut throat. So what's a brand do to that isn't yet well known or highly established? They embark on a very digitally savvy marketing campaign utilizing various aspects of social media to create their own success.

Kat Burki Home, a Pierce Mattie client, recently held a sneak preview showcase of her home furnishings and accessories at our Media Oasis. Kat Burki has a showroom in Connecticut, however you can also view all she has to offer on her website: www.KatBurkiHome.com

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.

The synergy of two parties working together can produce greater results than their individual parts. In this economy collaboration will be a driving force behind the success of many brands. It's always been commonplace for companies to team up with complementary companies, non-profits, sponsor a celebrity or join in on events to boost publicity and reach a wider audience.  But will a recession make this the year where brands realize its true potential?

Some recent and notable collaborations include Nike and iPod, Product Red and Eddie Bauer and Ford. When you collaborate, a whole new section of the market opens up and the possibilities for sales increase, which is always important, but seems to have further importance during a time when many brands seem to be closing up shop and consumer confidence continues to slump.

The opportunities to collaborate are everywhere. Target your demographic, find out about their interests and hobbies and use the channel to promote your brand and products. With collaborations, it is a cost effective way to save money in this economy because you are sharing the costs with a second party while dually reaching audiences where both brands are appealing.

Our forecast? Brand collaborations will see an all time high this year. What do you think?

Celebrity endorsements are a staple in public relations and advertising. We all know the power of a celebrity. It’s simple, celebrity sells (even the Chicago Tribune knows this.) Consumers pay attention to celebrities because they are attracted to the familiar – even in a recession. Brands are always looking for a spokesperson to add to the credibility of a product. I wonder how many brands have considered acquiring the President of the United States of America?

As President-elect, Barack Obama, fought to keep his Blackberry before he assumes the position of our Commander-in-Chief on January 20, 2009. The world knows how much Barack Obama loves his phone…we’ve all seen the pictures of it glued to his waste or affixed to his hands. Some stars fit a product so perfectly, that they became synonymous with the brands they were paid to promote – think Brooke Shields and her Calvin's to James Earl Jones for Verizon or Bill Cosby and Jello to Michael Jordan and Nike. I wonder what the staying power that the President will have on Blackberry will be...?

As her husband assumes command of our great country today, so does Michelle Obama accept her own place in history. Admired for her strength and will, adored for her poise and grace, and celebrated for her elegance and style, Michelle Obama is on the brink of becoming the most influential First Lady since Jackie O.

Now there is no doubt in my mind that Nancy Reagan had a great classic taste and aesthetic. Although conservative, she was able to still dazzle us in tasteful Chanel and YSL looks. Michelle Obama, in stark contrast, has become a daring fashion icon. Bold, and unafraid of taking a risk, she has become the Washington, D.C. equivalent of Carrie Bradshaw, and her time in the White House is expected to be as influential (and closely watched) as an episode of Sex and The City.

I finally managed to go to a screening of The Wrestler. I wanted to see for myself whether or not Mickey Rourke’s performance was as good as they say…and it was! His understated performance was totally true and he completely embodied the character he was playing. The emotion was raw and the storyline was parallel to many incidences his own life (I recently saw a documentary on the Biography channel). Sometimes watching his character (Randy “The Ram” Robinson) was heart wrenching. A man clinging on to the only thing he has left in his life and clinging on to the past, because he saw no future. The ending was not what you’d expect from a Hollywood blockbuster (no happy ending) but that made the story even more compelling...and now the wheels of his PR team are spinning.

One could argue that when a celebrity’s career is at a standstill (as is the case with Lohan and Simpson) the best way to generate some quick press is a drastic change in your appearance or a drama-fueled public relationship. It wasn’t until Simpson put her short lived marriage on display through “Newlyweds” that the media embraced her and she shot to stardom. Unfortunately, she has now resorted to booking gigs at the “99.9 KISS Country Chili Cookoff.” As of late, Lohan is known more for her unstable relationships and yo-yo dieting than her work in the film industry.

VPXSports, well known for products like Muscle Milk and Redline, has always been very in-your-face tongue and cheek in their product descriptors. However, it is their most recent advertisement for their newest product, Muscle Power, that has me thinking maybe they went a little too far. Maybe it is because I am a mother or maybe it is because they used the image of a nursing baby that represents bonding, health and nourishment to promote their "physique building performance enhancing supplementation" fitness product. Either way, the advertisement doesn't sit well with me and my guess is, it won't sit well with a lot of people. But maybe that's the point?

With the current state of the economy, companies may be questioning the value of PR and how publicity can directly translate into increased sales. I understand this and all too often our industry sees clients cutting PR from their budgets when it is the one thing that is most important in an economic downturn. The economy has caused the priorities of public relations to begin a seismic shift and our main focus is no longer solely about consumer awareness, but now includes the added challenge of positively impacting the bottom line. For the industry to remain afloat here are some public relations strategies we implement here at Pierce Mattie PR that we've found to be successful:

Empowerment. We all feel it at some time or another and its driving force to aid in the creation of change. We saw it this past election, we saw it in Joel Comm's Tweet-a-Thon to raise money for Water is Life and we even recently saw it when 180 million Facebook users created a public relations crisis causing the top social network to revert back to their old TOS while it "re-evaluates" its newer version. We throw around the term "word of mouth" a little too easily, underestimating its true power. The power of the people. The power of their voice. The power of collaboration. It all has to begin somewhere with that one person who sparks that empowerment and passion in others. Are we miscalculating their strength?

Like a fine wine or vintage automobile, some things only get better with age. This year, Barbie turned 50 and has never been more relevant for young girls and the fashion industry. To celebrate the bombshell’s fiftieth birthday, 50 renowned designers gathered to assemble outfits for the icon, becoming a life-size version of a young girl playing dress-up with her favorite doll. After all these years, how has Barbie been able to remain relevant and a household name?

Maybe you were on Twitter today and noticed that the Fail Whale kept making an appearance and wondered if this East Coast blizzard had anything to do with it. That is, until you realized that just about everyone in your Twitter stream was suddenly mentioning the rainbow candy brand, Skittles. A quick jump to Skittles.com and there you have it--Skittles decided to take a form of Twitter-branding by storm...and yes, coincidence that we get a huge storm today? I'd say perfect timing to get the maximum amount of exposure for this social media strategy. So is this tactic daring enough to be buzzworthy and what is the ultimate goal of this PR stunt?

Now every fashion forward individual can have the power of plastic in, but of course, a top designer’s brand.
 
On Sunday in Milan, Roberto Cavalli revealed his very own and very sexy Mastercard credit card at a launch party with special guests like Milla Jovovich, who will star with him in an Internet-only ad campaign, and Elizabeth Hurley.

Recession? What recession? Whilst common folk may be struggling to cut down on their expenses, Cavalli is busying himself with spreading his power far beyond just fashion…while keeping it fashionable, naturally.  The credit card eludes fabulousness all on its own, with features including an embellished gold logo and a multi-hued, iridescent snakeskin print. But is this a bold move to keep a luxury brand in the spotlight during the economic downturn or more risky due to the credit crisis?

Anyone else getting tired of the doom and gloom of the news lately? Recession, lay-offs, newspapers and magazines folding, bail-outs....and the companies (AIG *cough cough*) who spend the bail-out money on luxury items and raises? I know I sure am (and we've given you some tips on how to keep your spirits up despite it.)

So in the spirit of watching the transition from print to digital publications become more clearly evident for those who lived in denial for so long, I decided that to avoid having positive news about your newest products falling on deaf ears thus slipping through the cracks, that another blog post was in order regarding some of the pet peeves blogger's have when it comes to pitching them. I'm sure you've read the more serious Do's and Don'ts of pitching bloggers that I wrote and had published on the Bulldog Reporter's The Daily Dog or even my interview with several mommy bloggers on what works and what doesn't in pitching them? If you haven't, you should. So we polled blogger's on Twitter this morning to ask them what bothers them most when being sent PR pitches; here's what they said:

Spring is getting near and you know what that means: love is in the air...for college basketball that is! As the college teams battle it out for spots in the Final Four, shoemakers are battling it out for shoe sales. Adidas has created a new basketball sneaker, Mad Clima, to be released in conjunction with March Madness.

In order to promote the new shoes, Adidas has launched an ad campaign called "March is a Brotherhood." One aspect of the campaign is a series of web videos featuring four of the NBA's top players including Tracy McGrady, Dwight Howard, Kevin Garnett, and Josh Smith. Each player chose a team to represent and is featured in their own short video clip about how their team will win. After watching the clips, I'm unsure about their potential effectiveness. So I wonder, will the video clips help make the campaign a success or will they get lost in the madness?

“Will that be a breakfast sandwich or a roll with your coffee?” These are the words that Starbucks has recently added to their vocabulary as a way to keep their premium coffee company afloat. For decades Starbucks has spent an enormous amount of time and energy building and developing its luxury brand image, which has become more of a lifestyle for many. However, as our economy continues to decline they are having to reconsider this position by rebranding themselves as an "affordable luxury." The now recession-friendly coffeehouse is promoting their new $4.00 cup of coffee by adding value meals to their menu to cater to the downward spin of this economy. This puts Starbucks in direct competion with fast food chains, which leads me to wonder, will they lose their position as a luxury lifestyle brand when the economy starts striking up again?

Dismal. That is the first word that comes to mind when I hear anyone mention the current state of the job market. With the unemployment rate reaching staggering heights, it’s important to capitalize on all opportunities. One of the easiest ways to get started is by turning to the web. The trick is knowing where to look and how to market yourself appropriately. I recently met with Donna Schlessinger, Founder and President of Mutt Media, to discuss ways in which the unemployed can optimize their chances of securing a new job. The following is her “Top 10 Tips for Success in Your Online Job Search.”

As part of the "comeback story" for Britney Spears continues, her latest venture is with footwear and apparel brand, Candies, who has partnered with Kohl's. Her new ads for Candies for Kohl's are reminiscent of the old Britney, but the ads are getting a lot of flack for being airbrushed, which has helped generate a lot of buzz and publicity for this collection. However if you watch the behind the scenes video, it's obvious that Miss Brit is in fantastic shape these days!

So will the mix of photoshopping controversy and pop star comeback help drive consumer awareness (and sales) for Candies for Kohl's?

One would think that beauty companies would be shifting gears down and out when it comes to paying the salaries of the celebrity elite--but think again. According to Forbes, consumer brands like Lancôme and CoverGirl are beefing up their usage of Ellen Degeneres and Anne Hathaway knowing that their products and personalities together have staying power and effectively drive sales.

Though we won’t find new brands launching in 2009 we will see a revival of the retail classics, especially in the world of fragrances. True, one right now may not be able to afford that house in the Hamptons, but for just a few dollars you can identify with Common for Diesel’s Only The Brave.

Borghese's publicity and social media strategies have really caught my eye lately. As a big fan of their skin care products, I wanted to get the inside scoop from their communications and publicity team on what they have been up to and what products we can expect to see this fall.

Pierce Mattie: Borghese sure has caught on to the develops of social media. You have a Facebook fan page, a twitter profile and a flickr page. How has online communication been working for the Borghese team?

Borghese: The social media has been amazing for us. We are connecting with customers from all over the US. We recently launched our Community Page; our customers are sharing stories with each other on when they first discovered Borghese, their favorite Borghese product, etc.

Pierce Mattie: I actually get announcements when to head over to Lord & Taylor for facials, has Facebook announcements like this in the past helped fill the chairs at the department store?

Borghese: It certainly has helped in the past although social media has made it easier for us. Instead of sending out invitations (whether a bounce-back card or email which may be forgotten) to our events by city and state, we are now able to just list all our events and have our customers see it all at once when they log onto their pages with reminders, a list of who else is going, notifications to their friends, etc.

Pierce Mattie: Borghese is doing something quite special because you are remaining true to your loyalty of retail but actually helping the department stores to garner more consumer demand by stimulating customers with your social media strategies, what other ways have you been exciting the shopper?

Borghese: We try to connect with our customers in different ways; a good example is the shopping event, Shecky’s Girls Night Out. We alternate between having a physical presence at this shopping event and just a gift bag presence. With the physical presence, we get to speak one on one, not just with existing customers but new customers and customers who we may have lost. Our R&D is always working on developing new products which use the latest technologies. Also, we sometimes include an invitation back to our retailers for a complimentary facial or makeover in the event gift bags.

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...

Have you been procrastinating about grabbing a Twitter profile for your business? Not sure where to start or what to tweet about? Pierce Mattie recently wrote an article in GCI Magazine with some guidelines, as well as success stories, from those who are using Twitter to increase their online (and offline) visibility.

Twittering from the Bench and the Field...

"Social media sites, as exemplified by Twitter, have quickly become the 21st century’s version of word-of-mouth, quickly putting brands on the map and generating conversation around products and services. While jumping on the bandwagon may seem easy enough, there are definitely guidelines to follow to get the most out of connecting and networking for the sake of transparent communication, especially if it involves your latest cosmetic creation."

Read the article here:gcimagazine.com

Or the digital version here.

Come join the conversation on Twitter: @PierceMattiePR

Inc. Magazine has released their Inc. 5000 list and we are proud to say that Pierce Mattie PR has made the list for a second year in a row! Our press release details are below:

Pierce Mattie Public Relations, a lifestyle PR firm, has been named One of the Fastest Growing Companies in America by Inc. Magazine for a second year in a row. Established in 2001 by wellness lifestyle editor and expert Pierce Mattie, the firm debuted its innovative Media Oasis in 2006, an event space designed for the editors to experience brands first hand. Pierce Mattie PR remains committed to its primary goal of partnering with brands to increase consumer awareness and support their key business goals. Pierce Mattie PR excels at securing maximum media exposure through traditional channels as well as the evolving world of digital and online media.

By partnering with our clients to deliver consistent results, we have stayed true to who we are as a firm. Innovation, creativity, superior client service and results that drive our client’s businesses are the foundation of our agency. Our proven track record and ability to adapt quickly to an ever shifting landscape have secured Pierce Mattie PR’s position as a leader in the industry,” notes Pierce Mattie, founder and owner of the agency.

In 1988 I picked up a bottle at the Dior counter of Fahrenheit and was addicted at first whiff. It’s one of those scents that you either love or hate, no in between. Christian Dior fragrances are doing it right this year with their public relations and cosmetic marketing as they continue to reinforce their classic fragrances.

Fahrenheit can’t be compromised and Maurice Roger’s creation back in the day makes it a true staple in any man’s wardrobe for cologne. Fast-forward 21 years later to the present and Dior has created Absolute Fahrenheit to reach the new customer but also appeal to gents like me who have such fond memories. Its notes include Violet, Myrrh, Oud and Incense. 

The results are in! The team at Pierce Mattie Public Relations has compiled their annual "What’s Hot, What’s Not" list for 2010 pertaining to all things beauty, fashion, lifestyle and media. What’s in? The stiletto heel, Jeggings, Minx Nails, diesel fuel and the use of condoms have made a major come back over the pill. And what’s out? Skinny jeans, Starbucks, Hybrid Technology and Zoloft just to name a few.

What’s IN:

Fashion –

Annabel Tollman
UNIQLO
Velcro
Navaho Prints
Stiletto Heels
Tie Clips
The Boyfriend Jacket
Jeggings

Beauty –

Blushing Nails
Bouncy hair that is air dried
neuLash & Latisse
Fresh Cut Cedarwood
Injectables
Goth inspired makeup
Violet/Carnation Scents
Minx Nails
Invisalign
Push-up Bra

Accessories –

House of Harlow
Metal Statement Necklaces
Bib necklaces
Alexander Wang handbags

Lifestyle -

How To and DIY stories
Blog stories
Brewing your own coffee
Berlin
Diesel Fuel
Condoms
Farm Weddings
Vampires
Pilates
Your real figure
Wine
Life Coach

Media -

Oxygen
Open source
Helpareporter.com
Real Housewives Washington DC
iRex
Wendy Williams
Glee
Megan Fox
Alexandra Wentworth (comedian)
David Baldacci (novelist)
Roberta Gellis (romance)
Taylor Lautner
Katie Cassidy

What’s OUT:

An industry veteran last week got in a huff over an invitation they had sent someone on LinkedIn who rejected the invite with “don’t know.” They were upset by this and couldn’t understand how their invitation to connect could be rejected by someone in their same industry. After all, if you are looking to build your online social network shouldn't you just accept everyone's invitation to connect?

Not exactly! This example got me thinking about Facebook, LinkedIn and other social networks in regards to how people use them to create rolodexes that don’t really have any weight or metric value because they lack real authenticity. These are the people you haven’t really met, done business with or have any other real life connection with. Yet everyday we all have come into contact with these "list builders" and the trend only seems to keep growing.

We love to see a PR firm and client have a good laugh, especially in this new world where everyone seems to be taking everything too seriously. I always tell our team – we are pitching lipstick aren’t we, not strategizing for world peace! The coffee just about came out of my nose from laughing so hard this morning when I watched the video for AXE and read the latest pitch from Amy Nadler at Edelman w/ Heather Mitchell at Unilever.

For those of you PR pros who haven't yet seen the clip, take a look as it features Jaime Pressly playing a fictional tennis star, who is quoted in the release as saying; "I had a blast working with AXE on this video. The comedic undertones were hilarious and there were definitely a few laugh-out-loud moments on set, where I thought to myself …'only AXE.'"

To celebrate the launch of this new video and the updated Detailer, AXE held the AXECYB.com launch party, hosted by Khloe Kardashian Odom, at the Sky Lodge in Park City, UT during Sundance. Celebrities from film, television and music, including Malin Akerman, Adrien Brody, Wilmer Valderrama and Stephanie Pratt came out to the hottest party at Sundance to screen the AXE “Cleans Your Balls” video and enjoyed special performances by DJ Steve Aoki and DJ MomJeans (a.k.a. Danny Masterson).

The fashion industry has never seemed so cutthroat before Bravo’s latest reality show, “Kell On Earth.” Premiering tonight, the series follows Kelly Cutrone, head of the fashion PR firm People’s Revolution.

The show follows the intensely demanding Kelly and her team. There's Emily, nicknamed by Kelly “The Slayer,” Robyn “Snow White with Razorblades”, Andrew, Stephanie, and of course, the team of interns. The series chronicles the People’s Revolution team as they deal with the high stress of fashion week, the daily drama of the fashion industry, and Kelly’s blunt, straightforward, take no prisoners, approach to fashion PR.

We’ve seen PR on television before. The 2005 MTV show “PoweR Girls” starring socialite/publicist Lizzie Grubman failed to attract audiences. And it received heat from the PR community for misrepresenting the industry. So will “Kell On Earth” be another dose of bad PR? If her lack of make-up tells us anything, “Kell On Earth” looks to be an honest and real interpretation of the highly competitive and often intense PR world. Well, as “real” as reality television can be.

Check out all of the tweets that streamed while the show was on tonight: Kell on Earth Tweets

Photo Credit: Zap 2 It

I can't help but think as SNL's popularity waxes and wanes, that the Facebook fans who petitioned Betty White as host, were onto something. All of the publicity and fan fare surrounding the 88-year old comedian's SNL debut this past Saturday was certainly not minimized in the NBC boardroom, I am sure. The petition and eventually White's actual hosting of SNL created so much buzz, it is the kind of viral PR that brands often dream of.

Forget Justin Bieber or any other "hot now" musical act or actor hosting SNL, forget recycling former hosts. What they need is to tap into the vein of the American people once again by way of iconic comedians and actors. The boost in ratings Betty White gave to SNL alone should be evidence enough that the current emotional state of the country looks to nostalgia as feel good medicine. And Ms. White delivered, with great success, her ability to make us laugh and stay tuned into SNL as she appeared in each skit throughout the night. SNL should thank White's petitioners because Saturday night was ratings gold.

I hear there is a new petition out there now for Carol Burnett, and SNL should pay close attention. Certainly that is another sketch comic I can get behind and would tune in to see. How about you? Will legendary actors and musicians hosting SNL give it the publicity it needs to be brought back to life?

*Photo Source: Carol Burnett for SNL fan page

I like to think of social media as a chameleon. Over the last few years it has shown us how unique it can be yet still be adaptable to almost any situation we utilize it in. Print magazines are now found online in blog format, blogs are now used for SEO, microblogging for social sharing and customer service, live streaming to bring behind the scenes, local and non-local events directly to you and social networks to build relationships with customers. I'm talking social media from a business perspective, of course, and now more businesses are looking to incorporate the ability to sell direct to the consumer. Not just tweets from @DellOutlet with exclusive deals, I'm talking jumping onto Facebook and seeing more than "We just launched a new lipstick" on your favorite cosmetics brand's fan page. Instead you find actual storefronts set up making it easy to read about said newly launched lipstick and simply clicking a tab to purchase it...all without ever leaving the Facebook fan page.

Good customer service has always been the sure fire way to land the best publicity on earth. When economic times were good, many companies bypassed emphasis on this principle and strictly built value based on which publications featured their products. Certainly if they had a showcase of magazine hits here and broadcast hits there, that certainly was enough to make people buy (and repeat buy), enough to make people trust and enough to get people talking about their brand...right?

Maybe this was the way before, but in a want-it-now generation coupled with a troubled economy, there is a shift back to the "old school" principles of listening to what your customers want, then delivering. Or in other words, putting the customer first again. And honestly, I for one, love retro business standards. We could argue that the fervor around social media + business along with the demise of our economic stability created the perfect storm. 

This year yet another industry is finding themselves tied into fashion, as consumers find ways to show extensions of themselves...and that is through home furnishings and decor. We've seen fashion trends tied into home accessories (The Company Store, Color Block), making home luxuries a hot trend right now.