Do you have a minute?

Join Us for YP's December Mixer!

2007-12-11T18:29:00.000-08:00

Come join PRSA-YP as we close out a great year and thank all of our members for making this year unforgettable! Enjoy free appetizers at Busby's in Santa Monica, where we will be hosting our December mixer. Guests and non-members are all welcome, so invite your co-workers and friends!

December 12, 2007
6:30-8:30 - Mixer

Busby's - Santa Monica
3110 Santa Monica Blvd.
Santa Monica, CA 90404
Parking:Valet and street parking on Santa Monica

Cost (pay by cash or checks at the door):$10 YP Members; $15 for Non- members; $5 for PRSSA Members

RSVP:To RSVP, please email yp_prsala@yahoo.com.

If you have any questions, please contact Phyllis Hu at phu@iwgroupinc.com or Bonnie Berkes at berkesb@RuderFinn.com.

We Hope to See You There! Phyllis Hu (IW Group) & Bonnie Berkes (Ruder Finn)
Program Co-Chairs, PRSA-LA's Young Professionals

Tips for PR Pros: December

2007-12-11T18:28:00.000-08:00

Lessons from the Field: Six Common Client PR Mistakes that Can Bring Down the Program - Review six common client behaviors that can spell doom to one's public relations program.

Recommended Reading

Entertainment Weekly's Popwatch - Keep up with the latest trends in TV, film, products and pop culture by subscribing to this blog via RSS.

In Case You Missed It: November Meeting Recap

2007-12-11T18:21:00.000-08:00

On November 7, The Rogers Group hosted a creativity workshop, Tap Into Your Creative Side. The speakers, Brenda Lynch, SVP, The Rogers Group, and Rose Maciejewski, SVP and leader of the technology practice, Ruder Finn West, offered tips on how to bring out personal creativity and how to create out-of-the-box PR campaigns. Below are a few words of wisdom they shared with the group of over 20 young professionals.

Brenda Lynch discussed the root of being a creative PR professional – tapping into your personal creativity. She offered the following tips:

· Be a kid again - discover things and places in a new and interactive way. Be insatiably curious. It helps to actually play with kids regularly.
· Seek inspiration at all times - examples include looking at billboards and bumper stickers, reading, experiencing nature and interacting with others. It's important to be a pop culture junkie too. Have your finger on the pulse of today's trends.
· Recharge your batteries - research shows that exercise and being stress-free help your creativity
· Hold a brainstorm with colleagues - PR professionals rely on brainstorms when beginning or re-evaluating a campaign, or sometimes to get short-term ideas. A few types of brainstorms are:

Switch or Dueling Brainstorms - two separate brainstorms occurring at the same time in different places
Spider - a variation of Switch - Groups of 8 switch one member out every 8 minutes
"Taking" From Others - focus on what is going on in the news/culture, then hone it to the best ideas for the client
Field Trip - get into character by visiting a place where the target audience frequents
Informal or Stealth brainstorms - take colleagues to lunch to discusss your current challenge, send out an email for ideas or post papers in the office kitchen for colleagues to write down ideas when walking by

Rose Maciejewski discussed implementing creative ideas into PR campaigns by highlighting several of her agency's recent campaigns including:

· The Launch of Myride.com - to fit Myride's consumer-driven style, one of her team's creative pitches used for driving traffic to Myride was naming the best and worst car names and including an opportunity for visitors to vote on the worst car names.
· Support.com's YouTube Video - a funny video was created by Rose's team to promote Support.com's services using the classic attention grabber - sex. The video has had more than 4,000 views to-date.
· Hook up with TiVo - Ruder Finn's client, TiVo, partnered with The Bachelor host Chris Harrison to offer one lucky contest winner the chance to be the "perfect match" for a new TiVo HD DVR (in other words, to win the product).

Meet Phyllis Hu - The Incoming YP President

2007-12-11T18:06:00.000-08:00

Name: Phyllis Hu

Company: IW Group

Hometown: Sugar Land, TX

College: The University of Texas - Austin (Hook 'em Horns!)

What is your role at IW Group? What are the main facets of your job?

As a senior account executive, my main responsibility includes serving as the day-to-day contact for a number of our agency's accounts and providing consultation for the Asian Pacific American market. However, I have had the opportunity to take on larger responsibilities, including managing our college interns as well as working on new business pitches.

What has been your favorite PR moment?
I have had a number of memorable experiences, but one of the most fun accounts is our work for the Las Vegas Convention & Visitors Authority. For the past few years, we have been organizing familiarization tours for some of the top APA media outlets to experience some of the best restaurants, shows and entertainment in Las Vegas. Last year we were given private cooking lessons at Aureole and had the chance to meet and interview some of the cast members of Cirque du Soleil's KA.

What do you think your next career move will be?

I plan to continue growing and learning from my mentors at IW Group.

What are you most excited about for YP next year?
I'm extremely excited to work with the new board members and to brainstorm some new ideas that our members will enjoy and find helpful. The incoming board members have some great ideas and it will be exciting putting those into motion.

Join Us for Tap Into Your Creative Side - Nov. 7

2007-10-29T18:53:00.000-07:00

In the PR industry, we are always looking for ways to stand out in a saturated market. This month, YP will be hosting a creative workshop to learn how to do exactly that. Our speakers will offer tips on how to bring out our own personal creativity and teach us the art of hosting a creative brainstorm. Don't miss this unique opportunity, and as an added incentive, YP will be raffling off five free memberships for 2008!

November 7, 2007 - 6:00-6:30 P.M.
- 6:30 - Networking
- 7:30 - Program

The Rogers Group
1875 Century Park East
Suite 200
Los Angeles, CA 90067
The Rogers Group's Website

Brenda Lynch joined The Rogers Group as a senior vice president, heading up the Consumer Marketing Group, working with Bandai America, Whyville.net, Move, Inc., the Kellogg Company and White House Office of National Drug Control Policy's National Youth Anti-Drug Media Campaign. In addition to her award-winning marketing work, Brenda has provided extensive media coaching and training to several top-tier companies. She currently serves as an Adjunct Professor in the Graduate Program at Annenberg School for Communications at USC, teaching integrated marketing and crisis communications.

Rose Maciejewski is senior vice president and leader of the Ruder Finn West Technology Practice, where she develops and oversees award- winning communications initiatives that increase the visibility of consumer technology companies. Rose is an expert in creating multi-faceted communications campaigns that resonate with consumers. She currently works with SupportSoft, a tech support service; Autobytel, the first online automotive marketplace; StubHub, the largest online ticket marketplace in the world; and Voce, the premium wireless services provider.

Parking: Enter the Watt Plaza Garage on Century Park East. Please bring your ticket with you for parking validation.

Cost (pay by cash or checks at the door): $10 YP Members; $15 for Non- members; $5 for PRSSA Members

RSVP: To RSVP, please email yp_prsala@yahoo.com by Monday, November 5th. If you have any questions, please contact Phyllis Hu at phu@iwgroupinc.com or Bonnie Berkes at berkesb@RuderFinn.com.

Tips for PR Pros: October

2007-10-29T18:50:00.000-07:00

How NOT to pitch a blog - A blogger for Online Marketing Blog outlines a few “what you should not do” tips based on the 3-5 pitches he receives per day.

KDPaine's PR Measurement Blog - provides information about how to measure public affairs, media relations, social media, internal communications and blogs.

In Case you Missed It: September Meeting Photos

2007-10-29T18:35:00.000-07:00

In Case You Missed It: September Meeting Recap

2007-10-29T18:14:00.000-07:00

On September 19, Manning Selvage & Lee hosted a Learn the Secrets of Success at Trade Shows meeting. The speakers included Ellen Davidson from Manning Selvage & Lee, Paula Adams from THQ Inc., Krystal Lynn from Events in Motion and Shauna Stafford, a media training expert. Each speaker drew from her perspective of working trade shows to share their top "secrets" of success for planning for and working trade shows. Below are a few words of wisdom they shared with the group of over 20 young professionals.

DO:

Prepare a comprehensive event binder ahead of time including your client's media appointment schedule, contact information, travel itinerary and trade show maps
Ship a "mobile office" to your hotel with office supplies to use at the trade show
Give yourself a one-day event lead time to make sure your client's booth and press room are ready
Be assertive by approaching and speaking with media about your client's offerings
Check out your client's competition's booth, including their press materials
Put your client's names on the back of your business card when you hand it to media
Bring a "war box" of munchies because you may not have a break to eat a meal
Wear comfortable shoes!

DON'T:

Bad mouth your client or any journalists from the moment you arrive until you depart the airport. Usually, your flight is packed with people on their way to or coming home from the same trade show
Wear the same uniform or branded shirt as your client, if you can help it, so that you can scout out the competition incognito
Forget to always have pen and paper handy

MANAGING YOUR CLIENT’S BOOTH DESIGN:

Understand the client's needs and goals when crafting the booth's design, which can be experiential, informational, consultative or media based
Ask for and track the costs of the booth's entire production, including loading fees
During the first hour of the booth's opening, evaluate booth flow in case minor tweaks need to be made

MEDIA TRAINING 101:

Always have a spokesperson on hand to speak with a journalist promptly
For on-camera appearances, instruct spokesperson to be mentally acute and relaxed so that their body languages suggests that they care about their topic
Instruct spokesperson to never repeat a negative question or comment back to the journalist

Meet Linda Skolnick

2007-10-29T18:10:00.000-07:00

Name: Linda Skolnick
Company: AIG Retirement Services
Hometown: Thousand Oaks, CA
College: USC

What is your role at AIG? What are the main facets of your job?

I manage the public relations efforts for AIG Retirement Services, Inc., a member company of American International Group, Inc. that serves more than 5 million customers nationwide with retirement savings services and products. I handle the daily responsibilities of managing press calls, arranging media interviews, authoring press releases and penning executive talking points, but also have the fantastic opportunity to manage national media tours, on-site industry interviews, and, on some occasions, manage international media interviews. AIG Retirement Services has an extremely small PR department (me plus the help of my fabulous part-time intern and the input of my very busy Senior Vice President of Corporate Communications) so I really do participate in all aspects of PR.

What has been your favorite PR moment?

My favorite PR moment was my most recent media tour in New York. I met with a round of editors from some of our top industry publications and it was like meeting up with old friends. It's taken me almost two years to develop such strong relationships with these editors, but the relationships are absolutely invaluable. I've secured our best stories through these personal relationships and this last trip I remember so clearly: One minute I am sitting across from an editor at breakfast, laughing about a family story, and the next I'm securing an interview for my president in next month's issue. This is what PR is all about and at this very moment I realized I was no longer the new kid on the block. I could really call myself a PR professional.

What do you think your next career move will be?

I hope my next career move takes place right here at AIG Retirement Services! I'm working to grow into a managerial position in the corporate communications function, overseeing both external and internal communications. While my passion will always be public relations, I am very committed to our employees and to the community, and would love to be actively involved in employee communications and community relations as well. Managing the corporate communications function would allow me to continue my work in PR and dabble in employee and community related efforts.

What advice can you give to current students? Recent graduates?

My advice to current students is to participate in as many internships as possible! I completed six internships by the time I graduated and, though I was always busy, these positions prepared me very well for the corporate world. And, more importantly, they really let me figure out what my interests were and what I wanted to do after I graduated. Each internship was in a different industry, with different responsibilities. This diversity really let me discover my interests and my passions, not to mention that I interned for AIG my senior year of college and I am here today!

To recent graduates, learn as much as possible about your company, your industry and your competitors. Become an expert in your field of practice -- your boss will be impressed and more likely to put you in front of top management if he/she knows that you are well versed on all topics related to the company. Develop relationships with the reporters and editors at your target media outlets and you'll be much more likely to secure positive media coverage. And don't be afraid of hard work.

Writing the Resume: Why 99% of Resumes Fail to Deliver -- and How to Fix Them

2007-09-12T17:49:00.000-07:00

Q: What's the single biggest resume mistake?

A: Most people write job-description resumes as opposed to accomplishment resumes.

Digital Dirty Laundry Hurts Prospects

2007-08-21T15:58:00.000-07:00

Digital Dirty Laundry Hurts Prospects
You know the old joke about what happens if you Google yourself? Well, ignore the warning and go ahead--it's better to uncover what you might find now rather than later, perhaps when you can't figure out why recruiters won't respond to your resume or why you were passed up for a sure-thing promotion.
Because such things are happening with increasing frequency, finds a survey released Aug. 14 by ExecutNet, the Norwalk, Conn., headquartered executive recruiting firm. Since February 2005, the percentage of recruiters who say that they use search engines to learn more about job candidates has grown from 75 to 83 percent.
Furthermore, the number of recruiters who have eliminated a candidate based on what they found online jumped from one quarter (25 percent) to nearly one half (43 percent).
Increasingly, report these recruiters, having damaging information or a lack of professionalism online is a deal breaker when the candidate pool is tight.
"For better or worse, the Internet provides recruiters and employers with a wealth of unfiltered information that's used to help evaluate candidates," says Dave Opton, CEO and founder of ExecuNet.
"From a candidate's perspective, there's no question that managing your reputation online is as important as it is offline."
A separate survey of 218 executives revealed that though most (76 percent) candidates expected companies and recruiters to conduct a search of their name online during the hiring process, a whole 22 percent had never entered their own name into a search engine to determine what personal or professional information would be uncovered.
Not only that, but 11 percent of executives admitted that they feared that would be found out if a recruiter conducting a name search about them would ruin their chances of landing a job. One-fifth had made an effort to increase the positive information that could be found out about them online, up from 13 percent the year prior.

Join Us for Walk the Red Carpet with YP - August 15 Meeting

2007-08-14T22:17:00.000-07:00

Los Angeles is known as the entertainment capital of the world, so it's no surprise that some of the most seasoned and successful entertainment PR professionals reside in this city. This month we have a diverse panel of speakers who will be sharing some of their insights and experiences from working in entertainment PR and offer some tips for young professionals interested in breaking into the industry. Join us for an evening of friends, food and entertainment!

August 15 , 2007
6:00-6:30 P.M. - Networking
6:30-7:30 P.M. - Program
Rogers & Cowan
8687 Melrose Ave. 7th Floor
Los Angeles, CA 90069
Rogers & Cowan's Website

Rick Scott opened GREAT SCOTT P.R.ODUCTIONS in 1991 as a public relations, marketing and management firm. He designs and executes full-service publicity campaigns specifically for recording artists to support album releases, concert tours and special events on the national, regional and local levels, including specialty markets (i.e. urban, jazz, adult pop, modern rock, dance, etc.). He has also created successful media campaigns for record producers, songwriters, independent record labels, magazines, and a variety of other entertainment industry and sports entities, events and brands.
Laura Ackermann is a publicist at Much and House Public Relations in Los Angeles where she has been for the past two years. She works on accounts in various fields including entertainment, wiith an emphasis in tween/teen accounts, events, and lifestyle public relations, specializing in fitness and brand building.
Sallie Olmsted brings with her twenty years of technology, telecommunications, entertainment, digital media, consumer product/consumer service marketing and corporate public relations experience to her position as Executive Vice President at Rogers &Cowan. She oversees the Convergence unit that manages the intersection of new technologies with consumer electronics, entertainment, digital media and health care products and services. She has dedicated her career to helping technology companies make their core services and product offerings relevant to the entertainment industry and consumer marketplace.
Karina Tang is a Senior Account Executive in the Convergence Group at Rogers & Cowan, and brings five years of public relations experience with print, broadcast and interactive media forms. She supports agency clients in the video game/digital entertainment space.

Parking: Enter on San Vicente between Santa Monica and Melrose Avenue at Pacific Design Center Drive (signal at intersection). Proceed to garage and bring parking ticket in for validation. Walk through building to information kiosk and then turn right into Green Tower section of the building. Walk down corridor to elevators on left side adjacent to glass doors. Take elevator to 7th floor. Enter through brown double doors into Rogers & Cowan lobby.

Cost (pay by cash or checks at the door):$10 YP Members; $15 for Non- members; $5 for PRSSA Members

RSVP:To RSVP, please reply to yp_prsala@yahoo.com.

If you have any questions, please contact Phyllis Hu at phu@iwgroupinc.com or Bonnie Berkes at bberkes@jmprpublicrelations.com.

We Hope to See You There!

Phyllis Hu (IW Group) & Bonnie Berkes (JMPR, Public Relations)
Program Co-Chairs, PRSA-LA's Young Professionals

In Case You Missed It: July Meeting Recap

2007-08-14T21:47:00.000-07:00

July’s YP meeting was a great opportunity for attendees to gain valuable insight into what it takes to succeed in this industry. Our four panelists shared their backgrounds briefly before opening the floor for questions from the audience. Read on for some highlights from the question and answer session.

Q&A

Should I get my masters degree?
Work first and get some experience under your belt to help you decide what to pursue your masters in.

How do I move from an in-house position to an agency?
Play up any client service experience, even if it’s only internal clients.

What are some skills I should develop in order to get ahead?
Be a strong planner and organizer – train yourself not to do anything without a plan.
Develop long-range thinking skills.
Know your strengths and work on your weaknesses.
Earn a solid reputation for delivering what you promise.
Be a goal setter. Always keep your goals in mind and work on them often.

How can I build my confidence in the work place?
Find a mentor - someone who you trust that can look over your work and guide you or that you can bounce ideas off of.
Learn what motivates you and ask your manager for opportunities to pursue those interests.

Remember:

Don’t rush into your first job. It’s ok to intern after you graduate. Don’t feel like you have to get the account coordinator or assistant account executive position right away.

Don’t focus only on getting your next promotion. Learn as much as you can and excel in your current position and your next move will happen naturally.

BE PATIENT. You will be working for many years. Once you get past the fundamental years, you will have a lot more choices.

If you attended the meeting, please share a piece of advice that you found helpful.

We Asked, They Said

2007-08-10T18:53:00.000-07:00

What do you like most about your job? Tell us and see what your peers are saying!

Meet Janice Huang

2007-08-10T18:33:00.000-07:00

Janice Huang

Company: IW Group, Inc.

Hometown: Rancho Palos Verdes, CA

College: University of California, Irvine

What is your role at IW Group? What clients do you work for?

I work with directors and senior level management in strategic planning, coordination, execution and account management on campaigns and programs for agency clients, including Fortune 500 corporations, government entities and non-profit organizations. Specifically, the accounts that I manage are: Nissan North America, Wal-Mart, First 5 California and The California Wellness Foundation.

What has been your favorite PR moment?
There are two moments that jump to mind as my favorites. In October 2006, IW Group was awarded three PRism awards and an Award of Excellence from PRSA-LA. It was a clean sweep in all the categories the team entered. I am proud to be a member of the IW Group team that produced such great campaign results for clients and that the successes were recognized within the industry.

In 2007, IW Group counseled First 5 California and implemented the first-ever childhood obesity prevention campaign for the Asian Pacific Islander American community. The initial campaign included a media roundtable in Los Angeles and a community-based organization symposium in the Bay Area. While people know that obesity is a problem in the U.S., they often overlook the growing problem in the APIA community. The team and I worked very hard to make the campaign a success. At both of the events, it was very rewarding to receive positive feedback from both members of the media as well as the community, praising First 5 California and IW Group for taking the initiative to address the growing problem in our community. Moments like these make all the late nights worthwhile. I am proud to say that the success of the campaign has opened discussions to expand the campaign with a second media event in the Bay Area and additional CBO symposiums in Southern California.

What do you think your next career move will be?

I plan on growing with IW Group to reach management level positions, but am also interested in gaining experience in mainstream general market agencies.

What advice can you give to current students? recent graduates?

I’d encourage current students to take on as much internship experience as they could. Internships not only teach valuable skills that students may transfer to their schoolwork and later in their careers, it also helps them get a head start in figuring out their career directions.

For recent graduates, I’d advise them to keep in mind their interests and long-term goals when searching for jobs. Many recent graduates search for high paying positions instead of keeping in mind the skills and experiences they could gain from the position. Although entry level pay in our industry isn’t high, the knowledge and experience one could build up are worth the investment.

Application for 2007 Trevett Award is now available!

2007-08-01T17:31:00.000-07:00

If you are fully-employed in public relations with no more than three years of full-time experience and in good standing with PRSA-LA, then you are eligible to apply for the chance to be honored as an outstanding young professional. First-place is $1000 and second place is $500. As an added bonus, winners will be recognized at the PRism Awards and will have the opportunity to be exposed to industry professionals.

For more information and application, visit http://www.prsa-la.org/ ("Awards & Grants") or contact Trevett Award Chair, Gesuina Paras at gesuini@hotmail.com.

Applications are due on August 31, 2007.

Will you be the next Trevett Award winner?

2007-06-06T19:32:00.000-07:00

Each year, the Young Professionals section of PRSA-LA honors outstanding of Young Professionals from the greater Los Angeles area in memory of Tom Trevett, co-founder of the Los Angeles Chapter’s Young Professionals Section – the first in the nation. Tom was one of many who succumbed to the AIDS epidemic at the age of 29. It was his hope that the awareness about the cause of his death contributes to our understanding of the impact of AIDS on society.

In his honor, two outstanding young professionals will be recognized at the Prisms Awards, thereby gaining exposure in front of industry professionals. First-place winner wins $1000 and second place winner wins $500.

If you are employed in public relations, have no more than three years of full-time experience and are in good standing with PRSA-LA, then you are eligible to apply for the Trevett Award.

Please keep checking the YP blog http://ypla.blogspot.com for more information or contact Trevett Award Chair, Gesuina Paras at gesuini@hotmail.com.

Tips for PR Pros: June

2007-06-06T19:31:00.000-07:00

Tips for PR pros

What Captures the Attention of Radio Listeners? - learn who America's radio listeners are and what they want to hear about so that you can best pitch your story to a radio producer or news director

Why timing is everything: A broadcast reporter answers your media coverage questions - Veteran reporter Scott Sayres of Fox 4 in Dallas answers questions from PR professionals.

Meet Scott Sameroff

2007-06-06T18:59:00.000-07:00

Company: Luck Media & Marketing
Birthplace: Valley Forge, Pennsylvania
College: McGill University (Montreal, Quebec)

What is your role at Luck Media? I do a bit of everything. I spend a lot of time bringing in new clients, tons of internet research, writing/formating press releases, collecting client articles, meeting with clients

What has been your favorite PR moment? Writing my first press release and reading it in the gossip column of a major newspaper the following day.

What do you think your next career move will be? I'll probably start applying to MBA programs in the next two or three years.

What advice can you give to current students? Recent graduates? Work hard, don't be afraid to start off as an intern or at the bottom of the ladder, no matter how qualified you think you are. Also, be proactive, don't sit around the office and waste time. Look around your office for things that need to be improved/completed and do so.

In Case You Missed It: May Meeting Recap

2007-06-06T18:55:00.000-07:00

On May 16, Weber-Shandwick hosted the Meet the Press Part 2: Broadcast Media meeting. The panel included Playboy Radio associate producer and booker, Melissa Winter; KABC Automotive Reporter, Dave Kunz and The Tonight Show with Jay Leno segment producer, Steve Kozak. Below are their Do's and Don'ts when pitching broadcast media:

DO:

Include a celebrity tie-in to your pitch when possible.
Send creative mail! They personally enjoy getting something traditional and a little out-of-the-ordinary
Be brief in e-mails and on the phone
If one journalist is interested in your pitch, be honest about other journalists within their outlet you are pitching. They don't want to inadvertently work on the same story.

DON'T:

Make your e-mail subject line too long
Use informal language when you speak with the journalist, such as "Wuz up?"
Offer an exclusive interview, but not honor the agreement

In Case You Missed It: April Meeting Recap

2007-06-06T18:49:00.000-07:00

On April 18, GolinHarris hosted the Meet the Press Part 1: Print meeting. LA Times staff writer Jean Guccione and Randy Hagihara, senior editor for recruitment, spoke briefly on their personal experiences as journalists and then opened the floor to an informative question and answer session. Below are some of the words of wisdom they shared with the group of over 20 young professionals.

Some things you may already know…

Keep press releases short but make sure to include all the important information. (Make it as easy as possible for the reporter to cover your story or event)
Don’t assume reporters always check their email. Call to follow-up.
When you do call, remember that most reporters are on deadline after 3 p.m. (Try and catch them mid-morning)
When pitching event attendance, make sure to give a few weeks notice and then follow-up with a reminder closer to the event.
Always be accessible. Journalists are more likely to start going to you for information if they know you are a reliable resource.

…and some things maybe you didn’t...

Pitch the morning editor for a better chance of getting placement.
It’s ok to pitch the same story to more than one reporter as long as you are honest and upfront about it.
Try pitching a newspapers blog. Your story may not fit into the paper but could be featured in a blog post.
Sometimes stories in smaller publications get the attention of the bigger papers.
Too much information to fit in your release? Set up a mini-site that can include pictures, graphics and other details.

What advice can you offer? Post your comments and share your wisdom.

We Asked, They Said - June

2007-06-05T10:50:00.000-07:00

Tell us about a time that you successfully pitched a story to a TV station. How did the story turn out?

Meet the Press Part 2: Broadcast Media - Behind the Scenes....A Glimpse into the Studio

2007-06-05T10:44:00.000-07:00

Join us for a sneak peak into the newsroom as we get a behind the scenes perspective from three guest speakers from national and local broadcast outlets based in Los Angeles. We'll get the scoop on what it takes to get coverage on and build relationships with key broadcast outlets.

May 16 , 2007
6:00-6:30 P.M. - Networking
6:30-7:30 P.M. - Program

Weber Shandwick
8687 Melrose Ave
7th Floor
Los Angeles, CA 90069
Weber Shandwick's Website

Steve Kozak, a segment producer at The Tonight Show with Jay Leno, began his career in the music business but began working in broadcast television nearly 15 years ago. He has worked as an assignment editor for Hard Copy, news editor and writer for Real TV and a segment producer for Whose Line Is It Anyway.

Dave Kunz is the automotive reporter at KABC- TV Channel 7 in Los Angeles. Covering the automotive beat for the region's number one network television station, Dave brings viewers the latest news on everything from practical family sedans to the most exotic sports cars that only a privileged few will ever drive. Dave's segments air at various times on Eyewitness News, as well as the station's long- running magazine show Eye on L.A.

Melissa Winter is an Associate Producer at Playboy Radio and is in charge of booking the Morning Show's guests and talent. Winter recently relocated from New York City to Los Angeles where she worked as an Assistant Camera Operator on the Apprentice as well as several reality shows. She is recent graduate from Eastern Michigan University where she obtained a degree in Communication.

Parking:
Parking is available in the garage at the Pacific Design Center. Please enter through the gate on San Vicente. We will provide the parking attendant with a list of all attendees who RSVP. If no parking attendant is onsite, take a ticket and we will provide validation.

Cost (pay by cash or checks at the door):
$10 YP Members; $15 for Non- members; $5 for PRSSA Members

Mentorship Program:
If you have not met your mentor or mentee in person, this meeting is a great opportunity to officially meet them.

RSVP:
To RSVP, please reply to this email by Tuesday, May 15th. If you have any questions, please contact Phyllis Hu at phu@iwgroupinc.com or Bonnie Berkes at bberkes@jmprpublicrelations.com.

We Hope to See You There!

Phyllis Hu (IW Group) & Bonnie Berkes (JMPR, Public Relations)
Program Co-Chairs, PRSA-LA's Young Professionals

email: yp_prsala@yahoo.com
web: http://www.prsa-la.org

April Meeting: Meet the Press Part 1: Extra, Extra! Pitching the LA Times

2007-04-09T17:43:00.000-07:00

This month, join YP as we explore the secrets behind the perfect pitch and how to capture the attention of print media. Reporters from the LA Times will be sharing their thoughts on pitches and how PR professionals can adapt to the ever-changing landscape of the news industry.

Wednesday, April 18, 2007
6:00 – 6:30 P.M. – Networking
6:30 – 7:30 P.M. - Program

GolinHarris
601 W. Fifth St., Fourth Floor
Los Angeles, CA 90071
GolinHarris’s Website

Jean Guccione joined the Los Angeles Times as a staff writer in 2000. She has written about the Blake murder trial and the clergy sexual abuse scandal. She currently covers transportation. Before joining he Times, Guccione worked as a staff writer for the Los Angeles Daily Journal, the state's legal newspaper, and was an assistant bureau chief at the Times-Picayune in her hometown of New Orleans. She holds a bachelor's degree in journalism from the University of Southern Mississippi.

Randy Hagihara is senior editor for recruitment and director of the summer internship program at the Los Angeles Times. He has worked at a number of other California newspapers, including the San Jose Mercury News, the Oakland Tribune and the Peninsula Times Tribune in Palo Alto. A native of Los Angeles, he attended Cal State Northridge and Los Angeles Trade Technical College.

Parking:
Parking is readily available at the Pershing Square parking structure on Olive Street, between Fifth and Sixth Streets. Cost is $6 after 6 p.m. for parking.

Building Access:
Exit Pershing Square parking structure through the Olive Street exit. Go toward 5th Street, turn left and walk uphill until you get to Grand. You will see the Mellon Bank Building on the opposite corner and that is your destination.

Check-in at the security desk in the main lobby and ask them to buzz you up to the third floor for the YP meeting at GolinHarris.

Cost (pay by cash or check at the door)
$10 for YP Members; $15 for Non-members; $5 for PRSSA Members

RSVP:
To RSVP, please reply to this email by Monday, April 16. If you have any questions, please feel free to contact Phyllis Hu at phu@iwgroupinc.com or Bonnie Berkes at bberkes@jmprpublicrelations.com.

We hope to see you there!

Phyllis Hu & Bonnie Berkes
Program Co-Chairs, PRSA LA’s Young Professionals

Tips for PR Pros: April

2007-04-09T17:37:00.000-07:00

Branding In Cyberspace: Panel experts agreed that with so much information available to the consumer today there is a unique opportunity for a brand to define itself as an authoritative voice in the consumer experience

• iMedia Connection - Created for brand marketers to advance the business of interactive media and marketing, the site covers topics including wireless technology and its effects on brand marketing, recent internet campaigns and the latest Nielsen NetRatings

• Wylie’s Writing Tips - Wylie's Writing Tips is packed with tips, tricks and trends to help you get the word out in print and online

In Case You Missed It: March Meeting Recap

2007-04-09T17:00:00.000-07:00

Breaking News - Effectively Using Emerging Media

Over twenty young professionals attended the March 21 meeting at MWW Group, which focused on how to integrate new media into PR campaigns. The expert panelists defined the most popular forms of new media, shared their experiences on how to effectively use each medium and discussed the future of new media in the PR industry.

Jennifer Dekel of Schwartzman Public Relations agency presented an introductory overview of new media being used by PR professionals:

• Search Engine Optimization (SEO) – The process of making Web pages readable to search engines and emphasizing key topics within Web pages. Example: A Southwest Airlines press release distributed via a wire service included three phrases throughout the release, such as “discount air fares.” This increased the likelihood of the press release appearing at the top of Google and other search engines when consumers entered “discount air fares.”
• RSS Feeds – Subscription-based “feeds” (distribution or syndication) of Web content, such as news headlines and podcasts, from an online publisher to Web users. Example: The RSS feed used for one of Jennifer’s client’s podcast was used by The Hollywood Reporter Web site. Visitors to that website could click on the link to listen to the podcast.
• Social Bookmarking Web sites – Sites in which people can store, classify, share and search links. Example: Popular social bookmarking sites include Del.icio.us, and Digg.
• Blogs – A frequent, chronological publication of personal thoughts and Web links. The three most popular blogs currently are Engadget.net, BoingBoing.net and Gizmodo.com. Each has more unique visitors than USA Today and Wall Street Journal.
• Mobile Marketing - Marketing on or with a mobile device, such as a mobile phone.

Mike Hudson of JMPR and Michael Ball of IPG Emerging Media Lab offered other practical tips on how new media can attract consumers to your company or brand:

• Creating a company blog is great for creating buzz about your company. For example, several corporations have successfully maintained a blog designed for their CEO's messages.
• Your PR team needs to align with a top blog that focuses on your industry. Form relationships with the top bloggers and keep them informed, offer an exclusive interview or consider becoming a sponsor of the Web site.
• Always remember that successful online PR campaigns invite consumers to participate. For example, Nike used mobile marketing to send text messages to Brooklyn young adults to invite them to join a scavenger hunt. Participants had to follow instructions then text back to find out their next destination.
• Your company’s messages on the Web space should reflect its messages in the marketplace.

Company Profile: GolinHarris

2007-04-09T16:48:00.000-07:00

Web site: www.golinharris.com
Los Angeles Office: Downtown Los Angeles

Areas of Expertise:

• Consumer Products
• Consumer Electronics
• Technology
• Food and Beverage
• Automotive
• Travel and Leisure
• Health care
• Insurance
• Non-profits
• Toys
• Entertainment

Client Highlights:

• Toyota
• Nintendo
• Mattel

Distinguishing Factors:

• After winning nine awards at PRSA's annual awards banquet, the Los Angeles office of GolinHarris won The President's Award, the highest honor of the evening
• The Los Angeles office was responsible for all public relations related to the general market launch of Nintendo's award-winning Wii gaming system - the campaign generated more than 10 billion consumer impressions through media relations alone
Company Overview

GolinHarris is a leading public relations agency, offering a distinctive combination of global resources and world-class expertise in the Americas, Asia Pacific, Europe and the Middle East. Clients include Bristol-Myers Squibb Company, Dow Chemical Company, McDonald’s Corporation, Nintendo of America Inc., Orange, Texas Instruments and Toyota Motor Sales USA, Inc. GolinHarris celebrates 50 years of commitment to its clients, its values and its employees. The agency is headquartered in Chicago and is part of the Interpublic Group of Companies.

March Meeting: Breaking News - Effectively Using Emerging Media

2007-03-18T19:05:00.000-07:00

Last month we learned that consumers use a mix of traditional and emerging media to get their news. This month we will get a crash course on new media and how public relations professionals can utilize these outlets – including blogs, podcasts and social networking sites – to communicate their messages. We have invited three new media experts to share their tips on how to effectively integrate these media targets into PR campaigns.

March 21, 2007
6:00-6:30 P.M. - Networking
6:30-7:30 P.M. - Program

MWW Group
660 S. Figueroa Street, Suite 1400
Los Angeles, CA 90017

As Account Lead for the Interpublic Emerging Media Lab - focusing specifically on the mobile marketing space - Michael Ball works with partner agencies to help clients build their brands and strategic position in new media. His experience includes interactive projects for Acura / Honda, Girl Scouts, Lexus, PNC Bank, Amgen, Anheuser-Busch, Benjamin Moore, FedEx, Dell, Proctor & Gamble, Unilever, Accenture and Nestle. An active writer and speaker, Michael has published two career books for recent college graduates, and serves as a media expert on entry level jobs for sources including the Washington Post, Minneapolis Star Tribune, CareerJournal.com and the Globe and Mail in Canada.

As Supervisor, New Media and Marketing, at JMPR, Public Relations, Mike Hudson, oversees the new media activity for JMPR’s internal account teams and internationally recognized accounts. Prior to joining JMPR, Hudson served as an editor at Edmunds.com, where he was News Editor of Inside Line, Edmunds’ auto enthusiast online magazine. Here Hudson designed the Web site’s new filtration system and live publishing capabilities.

Jennifer Dekel is an Assistant Account Executive at Schwartzman & Associates, a Los Angeles-based agency specializing in integrating blogs, podcasts and other new media platforms into conventional PR campaigns for corporate entertainment, media and technology clients. Dekel is responsible for news media research and agency account support and has worked on supporting clients including Associated Production Music, Ecast, GenCon, Hidden City Games and Rearden Companies. She is also the assistant producer of the award-winning PRSA podcast, “On the Record...Online.”

Parking:
Public parking lot on right side of Figueroa Street, right after you pass 8th Street (located behind Bank of America and across street from Ann Taylor). Cost is $5 (CASH ONLY) after 4 p.m. for parking.

Building Access:
All meeting attendees will need to enter the building at the 7th street entrance and use the intercom to the right of the doors to request access to building. They can tell the security attendant they are here for the YP meeting at MWW Group in Suite 1400. Once inside, take the elevators to the Sky Lobby (button in elevator is marked “SL”), where they will check in and present photo ID to the security guard who then give them access to our floor.

Cost (pay by cash or checks at the door):
$10 YP Members; $15 for Non- members; $5 for PRSSA Members

RSVP:
To RSVP, please reply to this email by Monday, March 19th. If you have any questions, please contact Bonnie Berkes at bberkes@jmprpublicrelations.com or Phyllis Hu at phu@iwgroupinc.com.

We Hope to See You There!

Phyllis Hu (IW Group) & Bonnie Berkes (JMPR, Public Relations)
Program Co-Chairs, PRSA-LA's Young Professionals

email: yp_prsala@yahoo.com
web: http://www.prsa-la.org

Tips for PR Pros: March

2007-03-16T18:26:00.000-07:00

Blog Readership Report

A new study released by AdAge and Vizu Answers investigates blog readers’ usage patterns and selection processes. Key findings: blog readers are loyal, like to be entertained and trust recommendations.

Study: 72 percent of PR pros don’t monitor the blogosphere

Preliminary results from a Kent State University/BurellesLuce survey show that 72 percent of PR professionals do not have a formal system for monitoring the blogosphere.

Blogging for dollars raises questions of online ethics

Payments by advertisers to bloggers for writing about their goods, critics say, blur the line between opinion and product placement.

Leverage User-Generated Content to Boost Brands

Some of the best brand advocates can be found online and their influence can be tapped via social networking sites.

Facebook Extends Lead as Fave Young Adult Site

A quarterly survey from Youth Trends explores consumer usage of online media.

Social Networking’s Next Phase

The New York Times takes a look at who is entering the social networking game.

Where Old and New Media Collide

Two worlds collided at the South by Southwest Interactive Festival this week. The event aims to bring together new technologies and their practitioners to spur innovation.

Need a Mentor?

2007-03-05T11:30:00.000-08:00

PRSA-LA’s Young Professionals is excited to launch its annual Mentorship Program. This free program connects students and those just beginning a career in public relations with professionals of all experience levels who want to share what they've learned about the industry.

Mentors and mentees are matched according to their interests and experience within the public relations industry. YP looks to connect mentees with PR practitioners who are eager to provide professional development tips and tools by bringing tangible skills and expertise to the relationship.

Plus, mentoring allows both parties the opportunity to become more self-aware, learn, grow, expand perspectives and build a larger network of industry contacts.

All mentorship applications are due by Saturday, March 31, 2007. Mentors and mentees will be notified by email of their match ups no later than Monday, April 30, 2007.

For questions/applications/information contact:

Kristen Rockwell
Collegiate Outreach Chair
krockwell@mww.com

In Case You Missed It: February Meeting Recap

2007-03-05T11:15:00.000-08:00

Media Myths & Realities: A Comprehensive Media-Usage Survey

The first official YP meeting of the year took place on February 21st at Ketchum and explored an important question PR professionals have been asking recently: is traditional media dead? Media experts Jerry Swerling, USC Professor of Professional Practice and Director of Public Relations Studies, and Sean Fitzgerald, partner and managing director of Ketchum’s California offices, discussed the realities of consumer media usage today using a study USC Annenberg School for Communication and Ketchum released in December. The study found that traditional media is not dead, debunked other communications myths, discussed how consumers are using media to fit their needs and provided tips for PR practitioners to better reach their target audiences. Here are the ten key learnings of the study:

1. All Media is Local and Personal
Consumers rely heavily on their local newspapers and TV news because they widely believe these sources are credible.

2. The Human Channel is Critical - Especially Word of Mouth
Advice from family and friends is used by nearly half (43.7%) of consumers and they rank this group's credibility high. This is the reason social networking websites are popular.

Practical Tip: Since word-of-mouth influence ranks high among consumers, PR campaigns should consider avenues for developing programs that influence – whether through grass-roots marketing, free product samples and coupons, or other approaches.

3. Consumers Use a Multi Channel Approach
Traditional media continues to be used by a majority of consumers as they are also trying emerging new media.

4. Media Use is Generational
Not surprisingly, younger consumers are more well rounded when it comes to media use. However, older consumers still regularly rely on traditional media.

Practical Tip: Practitioners must be mindful of the media interests of the age groups they are communicating to since their interests vary. Specific “age group specialists” may become an industry trend.

5. Corporate Communicators Rely Too Heavily On Their Company Websites
Consumers report low usage of company's websites for information, ranging from 7 to 22 percent, depending on what type of information they seek.

6. Corporate Communicators Should Use All Media When Spreading Their Message
Consumers are looking more toward a mix of traditional media and in some cases news Web sites to get information. Young adults seek instant news.

7. Timing Matters – Corporate Communicators Must Place Consumers’ Needs Ahead of Company Schedules
Consumers reported that "back to school" time was the number one time they seek out information.

8. Celebrities Should Be Used Strategically and Cautiously
Celebrity endorsement doesn’t rank very high among consumers (13.8%) as a direct influence and has low credibility.

9. Influencers Devour All Media All The Time
Influencers are society’s informational editors and “multi-media-minders."

10. Influencers Adopt New Media Earliest
Compared to other consumer groups, influencers are more influenced by new media and tend to be early adopters to these new communications channels.

Your Responses to the Topic
What key learning do you most agree with? Are you incorporating this insight into your communication plans?

February Meeting: Traditional Media Is Far From Dead!

2007-02-12T14:54:00.000-08:00

With so many avenues of receiving news and information, do consumers even use traditional media anymore? A recent survey of media usage released by Ketchum and USC’s Annenberg Strategic Public Relations Center debunks several communications myths – including the popular belief that traditional forms of media are a thing of the past. Come join us as we explore key findings from the survey and assess how to apply these findings to our work as communicators.

February 21, 2007

6:00-6:30 P.M. - Networking
6:30-7:30 P.M. - Program

Ketchum

340 Main Street, Suite 200
Venice, CA 90291

USC Professor of Professional Practice and Director of Public Relations Studies Jerry Swerling is an experienced communications professional and educator with nearly 35 years of experience. Professor Swerling founded the USC Annenberg Strategic Public Relations Center and manages both the undergraduate and graduate programs in public relations.

Sean Fitzgerald is a partner and managing director of Ketchum’s offices and operations in California. He is a senior counselor to Ketchum’s corporate and brand marketing clients on issues ranging from corporate reputation, issues preparation and crisis management, corporate social responsibility and media relations.

Parking
Information about parking will be announced shortly

Cost (pay at the door - cash or check)
$10 YP Members; $15 for Non- members; $5 for PRSSA Members

RSVP:
To RSVP, please reply to this email by Monday, February 19th. If you have any questions, please contact Bonnie Berkes at bberkes@jmprpublicrelations.com or Phyllis Hu at phu@iwgroupinc.com.

We Hope to See You There!

Phyllis Hu (IW Group) & Bonnie Berkes (JMPR, Public Relations)

Program Co-Chairs, PRSA-LA's Young Professionals

Company Profile: Ketchum

2007-02-12T14:51:00.000-08:00

Web site: www.ketchum.com
Los Angeles Office: Venice Beach

Areas of Expertise

Brand Marketing
Corporate Communications
Corporate Reputation
Crisis/Issues Management
Ketchum Entertainment Marketing
Technology

Client Highlights

Hyundai
Mattel
USFilter

Distinguishing Factors

Ketchum Entertainment Marketing, a new specialty that bridges the ongoing convergence between the entertainment, technology and consumer brand industries
Fifth-largest agency in LA

Company overview

An innovator in communication since 1923, Ketchum delivers seamless service around the globe through its 23 offices and 48 affiliates in North America, Europe, Middle East, Africa, Asia Pacific and Latin America. With its five global practices, Brand Marketing, Corporate Communication, Healthcare, Food and Nutrition, and Technology, Ketchum offers clients a unique breadth and depth of marketing and corporate communications expertise. A leading global public relations firm and the PRWeek 2002 Agency of the Year, Ketchum is a unit of Omnicom Group Inc.

Tips for PR Pros: February

2007-02-12T14:36:00.000-08:00

Seize the day: Dynamics that will raise the profile of public relations in 2007

"As media lines continue to blur and Web 2.0 morphs our communications strategies, organizations have more opportunities to communicate directly with those who matter. They are also drawing more scrutiny from a growing legion of media — customers, analysts, industry observers and other bloggers —because of changes in the media environment.

When so many people have so much to say about so many things, is the world a more exciting or potentially more forbidding place? The answer depends on your viewpoint and relative comfort with open dialogue."

Reading the tea leaves for 2007

"The truth is that no one knows what the future will bring. But savvy businesspeople can make an educated guess based on patterns from the past. We know, for example, that the Internet continues to grow in importance as a channel of information. We also know that social media is changing the way certain segments of the population talk to each other and gather data. With that in mind, here are quick takes on a few trends public relations people need to watch for in 2007."

State of the State of PR

2007-02-12T14:32:00.000-08:00

PRSA-LA got off to a great start with its popular annual panel featuring some of LA's most influential leaders of our industry. Top corporate and agency PR chiefs - including Fred Muir of Burson-Marsteller, James Boyd of Singapore Airlines and JP Schuerman of CarryOn - discussed the current state of the profession as well as the challenges and opportunities that lie ahead. Here are a few observations the panel discussed regarding young professionals:

Current young professionals are very bright and have strong work ethics
Young professionals are more sophisticated and worldly than past generations
Flawless articulation is necessary for young professionals seeking promotion
Young professionals may be losing writing skills, but have also shaped a new style of PR writing that has become popular in newer forms of media

January Mixer

2007-02-12T14:01:00.000-08:00

YP kicked off the year with a mixer at El Cholo in Santa Monica. More than 30 young professionals met to share tacos, margaritas and unwind from a day of work.

Welcome to the YP blog

2007-02-12T13:01:00.000-08:00

Dear YP Member,

Welcome to the YP Blog. We want this to be a valuable resource for you so make sure to add Do you have a minute? to your favorites. Check back often for extended newsletter articles, the latest PR news and read commentary from your fellow members.

This is a work in progress so your feedback is appreciated. Contact Melissa or Veronica at YPPRSA_LA@yahoo.com@yahoo.com with any comments or suggestions.