Public Relations (PR) is a communications practice.  It is strategic in nature, requiring diligence in research, planning, more research, and surgically precise implementation to achieve a prescribed result.  The best PR professionals use a wide array of new media technologies combined with traditional methodology to create an engineered perception of your story, idea, product, identity, etc. by the public-at-large, internal constituents (Stakeholders, Board members, etc.) or other targeted demographic.

In all cases, well-executed PR campaigns and initiatives are not only seamless – they are invisible.

To that end, 1680PR, along with a handful some of the world’s leading agencies and boutique firms, does not list its clients on the web or other collateral materials for a totally simple reason: the public-at-large tends to frown upon any feeling of its perception about a person, product, company, etc. being manipulated or influenced by anyone other than its own peer members or organizations.

Publicity essentially is the act of getting attention, rather, earning attention (as in attention that is not paid for): printed articles, interviews, blog postings, etc.  Marketing Master Seth Godin sums it up nicely as, “…getting ink.”

While generating publicity is a component of public relations practice, the two terms are not interchangeable.

I continue to find Godin’s recent charge that “most PR firms do publicity, not PR” to be an unfortunate, yet spot-on, assessment of the current state of the industry in general.  1680PR understands the difference, and now, so do you.

Let’s talk about your needs.

First and foremost, 1680 is a Public Relations firm.  In a nutshell, we develop and initiate ways to best communicate whatever it is that our clients wish others (internally or externally) to perceive about them.  We get paid to do this.

If you have done your homework, you know that we have a “Talent” department at 1680 – actually, on the website it lists “1680 Talent,” so just nod your head and agree with me.  The “Talent” we refer to generally fall under three categories for our intents and purposes: literary, intellectual, and entertainment.  This is where you – the screenwriter, author, etc. – would most likely position yourself to pitch your idea.  You may have heard rumors that we invest in Film and TV projects…well…we do; however, those special projects are developed within the context of our original Think Tank (also referenced in our website), and are not produced by 1680, per se.

1680 talents are people/productions whom we represent, rather, we represent the intellectual property and/or particular skills they possess; e.g. scripts and treatments, book ideas, dramatic performance, public speaking, etc.  We get paid to do this, too; but in most cases, it comes out of what is called the “back end” – meaning we get paid after the talent does.

Now, if you believe you would benefit from having our agency “shop” your script and you around the block to the production house powers-that-be, we most certainly welcome you to begin a dialogue with us…our way.

The Aforementioned “Our Way”

• Inquire via email to talent@1680PR.com to find out if, in fact, we are currently looking for new talent.  Please do not inundate us with phone calls.
• Patiently wait for a very nice person to reply with information (via email, or perhaps a phone call) on what the next steps are, and possibly a request for materials or more information.
• In any event, DO NOT waste your time trying to cold call (an industry term applied to someone who shows up on our doorstep uninvited, consequently giving us the impression that they are totally insensitive and ignorant) on us at our offices, because we will not authorize your entry on lot without an appointment.  Whereas, we realize that you are special because your script is the best ever written and surely will be an award winner, THIS APPLIES TO EVERYONE, EVEN YOU.
• Don’t send anything to us that we haven’t requested in previous dialogue.  We won’t read scripts and treatments sent without our request.  They will be used to make avant-garde sculptures, fire kindling, or end up in one of our many round files.

There you have it.  Basically, if you respect our time, we’ll respect your effort, and the world will work in perfect harmony.

Now get back to work on the 22^nd re-write of your totally original script about a vampire or wizard…

So before HR hands me another stack of what I will undoubtedly refer to as “crap”  (a professional term we use in PR), please take a moment to read what separates “prospective” from “no-chance-in-hell” candidates.

1. Follow the simple instructions found in the “Careers” section of the 1680PR website.  This is not only a commandment, but also demonstrates you can follow the simplest of directives.

1. In the unlikely event that I specifically tell you to contact me in a specific manner regarding internship or employment, and further direct you to provide a specific set of information in a specific manner or format, well…just do it that way.

1. Please don’t cold call us to say you’re friends with “so-and-so” and leave a verbal resume’ on our voice mail.  If you really are a “friend” of one of our employees, colleagues, or trade associates, list them as a reference on your cover letter and resume’.

1. We look for qualities and character hallmarks of applicants, not just skill sets.  What that translates into is I am just as apt to train someone who demonstrates they are a “go-getter” and “mover –and-shaker,” as I am to hire someone who has experience.  If you are willing to put the time into learning what we need you to, you are already half way to finding yourself a place here.

1. THIS IS A MAJOR TIP: Before you contact us, take the time to research what our corporate climate is like: e.g. are we hip and culturally relevant, or ultra-conservative and stuffy…what services do we offer our clientele…what trends are in our social media streams, etc.?

1. If you score an interview for internship or employment, come to the interview ready to play.  What this means is, if you don’t know what you bring to the table, I won’t offer a seat to you.  It is like a first date: impress me by being impeccably dressed, on time, and prepared.  If you don’t have a suit or other appropriate corporate outfit, borrow one if possible.  At the very least, iron that shirt or blouse, and clean/polish those shoes – even if all you have are sneakers.  Even though most of the positions available at 1680 carry a relaxed dress code – jeans, t-shirts, and sneakers – there will always be occasions requiring traditional conservative corporate dress.

There you have it, kiddos.  It isn’t rocket science.  Good luck.

See you in the Bullpen…

With the small deed finished, Linda left the corner “gas & sip” and headed down the block to the local grocery store.  Having picked-up a few odds and ends for the week’s meal plans, she arrived at the check-out lane which was six people-deep, and was amused to find herself behind the same elderly woman she had briefly assisted at the station.

As the two women engaged in what most people consider “small talk,” the elder woman mentioned that she lived alone just a block away from the store.  Seeing that the woman was having trouble managing the shopping cart and its contents, Linda offered to follow the elder woman home to help carry the groceries inside.

Though I was not present to witness these events, I do know that Linda herself surely experienced her own difficulties while helping the old woman – difficulties she would not complain about.  I know this for two reasons: first, Linda is disabled: her left arm and most of the left side of her body are not fully functional – residuals of a horrible vehicle accident; second…well, I’ll get back to that in a bit.  Please read on.

As professionals in today’s business world, some of us (myself included) tend to find nationally observed holidays to be an inconvenient interruption of work flow and agenda.  I confess to having uttered on scores of occasions something like, “the deadline is such-and-such date because so-and-so’s offices are closed on [ insert any holiday here ]!”

I’ll step a little further out on the plank and admit that I have – on even more occasions – found myself sitting behind the massive desk in my office on many holidays literally questioning my associates’ work ethic because they were spending well-deserved time off with their own families.  The nerve of some people…

I’ve decided to do things differently this year for the Thanksgiving holiday.  Instead of inconveniencing my family by making them plan their day around my self-imposed work schedule, I’m taking Thursday and Friday off.  Barring any client’s unforeseen need for emergency social triage (after all, I am in public relations), I will enjoy my turkey at a traditional time with my family.

Oh yeah, that second reason…Linda is my mom.

As for the elderly woman who lives alone (almost said “in a shoe” – where did that come from?), I’m setting a place for her at our table.

A long time ago, in a galaxy far away…

Ok, not really, it was recently in the great Southwest that one of the region’s mega-churches erupted under the explosion of a major leadership crisis. Arguably fielding the largest constituency in the city – and the state – the church’s lead staffers were under pressure to address the congregation’s questions, the undercurrents of which were already causing a schism.

It was amidst a media maelstrom that the principal leaders brought in the region’s leading PR firm to help “manage” the communication stream, with the intent of reducing the growing division within the church’s several thousand-member constituency. What happened after all of the smoke cleared is not the point; I don’t want to harp on the failure of that scenario. Suffice it to say; however, that anytime an audience perceives they have been manipulated by “slick” PR overtures, trust is reduced – if not obliterated – in the relationship.

Fast-forward to the present. A perusal through the aforementioned PR firm’s website lists the mega-church as one of their top-tier clients, but that’s not all –

It actually briefly details the scope of their engagement for the debacle.

Yes, dear reader, they actually reference how they influenced people’s perception of the situation and the key leaders.

I’m anonymously sending that firm a copy of Chris Brogan’s book Trust Agents…

In summary, I believe case studies should provide a blueprint for learning. In retrospect, maybe that firm was attempting to demonstrate what not to do crisis situations – although I doubt it, since it isn’t referred to that way…in any way, actually. No, my friends, this was – and is – most definitely a case of name-dropping for reputation building.

We’re often asked why we don’t list our PR clients – some of whom are well-recognized individuals, brands, and corporations, – on our website and in our collaterals. The answer is simple: it conflicts with my personal philosophy regarding what I believe to be good PR practice:

Successful PR campaigns are invisible. Properly implemented, PR strategies foster positive perceptions of our clients’ goals in a transparent, thought-provoking manner. Transparency is key, truth is paramount, integrity is essential.

We measure our success by the outcome of our collective efforts. If we do our jobs well, then the politician, celebrity, brand identity, or corporation you read about next, just might be one of our clients…and you will not know it.

Most of you will probably think I’m nuts when I reveal my first and foremost personal travel practice: If I am travelling for business pursuits, I always dress in boardroom business attire – as if I am on my way to broker a billion-dollar merger. This includes the appropriate seasonal weight suit, tie, silk knots (saves time in security, and I tend to save the cuff links for after 5pm) etc. I also do NOT wear “airport-friendly” shoes because they contradict the rest of the ensemble.

Before you decide I am insane, allow me to explain…

After the pleasantries are exchanged and I have settled into my seat, the inevitable question always arises: what do you do for a living? I believe in first impressions; blame it on my Mother. I present the appearance that I most certainly would be the person a multinational corporation, screen celebrity, musical act, or politician would entrust the management of their most trusted asset – their name – to.

To be quite honest, I have been fortunate to generate several worthwhile business relationships, and more importantly – new client business – during airline flights and layovers. More than enough to justify the extra fuss and muss…

Another reason I preach about the principles of well-dressed travel is that there is a certain amount of biased stereotype that I employ to my advantage when doing so; e.g. I am less likely to encounter negative resistance from airline personnel if I look like I could own the plane someday. Sounds funny, but I never get bumped from last-minute-booked flights on standby; the guy next to me in the torn Motley Crue t-shirt (that’s not to say I don’t actually have one of those…I do.) usually does.

This is my golden, numero uno, nearly unbreakable rule – even when I’m on an overnight flight to Shanghai.

My Bag(s) and What’s Stashed In ‘em

In accordance with my primary rule, I believe that messenger bags are for college kids. I will go against that notion every now and again, but not often. If I do, I prefer Chrome Messenger bags, especially when on longer journeys abroad. My Chrome bag is obnoxiously huge and wicked-sturdy; I can carry a small car or livestock in it…

I usually carry a leather and wool briefcase made by Pendleton. It is not terribly roomy, but provides a certain weathered look that is distinctive when I’m standing in line or in a meeting with twelve other people who have leather briefcases.

1. I also carry a tiny, key-chain sized thingy that turns into a decently roomy handbag. It comes in handy if you happen to need an extra bag for shopping, or if you are out buying dozens of bootleg Blu-ray DVDs in the outskirts of a Chinese metropolis, and need something to carry your spoils in…of course I’m just assuming it would.
2. A MacBook Pro provides all the mobile muscle I could ever possibly need; however, for smaller jaunts…
3. …my BlackBerry Bold is always attached to me. Seriously, it should be surgically grafted to me. I use the phone to manage my multiple email accounts, navigate routes, and read my essential RSS feeds to keep on top of what I need to know. I have the number, directions to, and in some cases the management info, of the restaurants of note in the cities I conduct business in most frequently loaded into it – saves time when scheduling a last minute meeting, or if I’m lucky, a dinner date. I also watched last season’s cliffhanger episode of NCIS on it while on a recent trip to Vancouver…
4. My Flip mino HD video camcorder is an essential tool for memorializing everything from Will Witherspoon’s moves on the NFL field, blog content, and behind-the-scenes footage and interviews on movie sets, to what I’m eating at a Rifle Club Fish Fry (true story) in an obscure area of Illinois. All of the unit publicists at 1680 carry one.
5. Longer travel itineraries call for excellent headphones. I have recently switched from Bose to beats by Dr. Dre. I prefer their Studio model, even though they are bigger than the Tour model earbuds. The added bonus is they replace my earplugs when I just need quiet time.
6. A titanium flash drive. Always.
7. Verizon Broadband ExpressCard – don’t use it as often as I used to with all the increase in Wi-Fi availability, but it is always on me if I need it.
8. Peter Shankman recommended the Monster Power Outlets to go 4 a while back, and I am so happy he did! This nifty gadget allows me to charge/power multiple toys at once, which is really handy in airport terminals where there aren’t enough outlets to go around.
9. I am absolutely sold on the benefits of Isagenix nutritional supplements. I always carry a couple of IsaLean Bars and some Want More Energy? Sticks (you mix them with bottled water, so it is totally convenient) to make sure my body is fueled for the road warrior battles.
10. The clear zip-lock baggie we’ve all come to know and love in the security lines contain the following: a small Evian Brumisateur Natural Mineral Water facial spray – a few pumps of the nozzle on my face and neck instantly recharges me; Benadryl; Tide to go mini Instant Stain Remover; small tube of Aveda Hand Lotion; couple of sanitizing towlettes; allergy-relief eye drops, and a toothbrush and paste.
11. I keep time with a GMT Master II – an old-school classic that is great for tracking dual (and even triple) time zones. It is very handy when managing contacts in other parts of the globe.
12. My passport cover is purposely bright red – helps me keep an eye on it when travelling with a group through customs.
13. A book. I mean a real book – not a Kindle, or similar reading device – I just like the old-school tactile sensation of holding paper. I still read the Times in print, despite having a subscription on my Mac. In the Spirit of Crazy Horse by Matthiessen is in my bag now.
14. A small Moleskin notebook with pocket for miscellaneous receipts, notes, etc. I always have a Mont Blanc pen on my person – goes with that whole, well-dressed practice.

On the Ground

1. I always have a Ken Onion pocketknife on me, no matter what I’m wearing. I am a big fan of the “Random Leek” model that has a semi-automatic opening system.
2. If I have a major layover, I retreat to the Delta Crown Club, if there is one in the airport. The opportunity to relax, take advantage of the amenities, and be productive is definitely worth the annual fee.

One of our chief suggestions to our clients is to never mention anything to a reporter or media contact that isn’t “fit to print.”

Never.

Ever.

A reporter’s job is to gather as much information as possible to frame the reference for their pitch or story assignment.  Despite the utterance of phrases like, “off the record,” and “confidentially speaking,” there is nothing tangible that binds the interviewer to some code of silence.  If it is said, it is open game, and chances are that juicy piece of insider information may lend itself to the validity of the angle the reporter is looking for, or a testimony in itself.  Contrary to what many believe, the story – or interview for the story – is not under the control or direction of the person being interviewed.

This goes hand-in-hand with another complaint we hear: “I (we) never had a chance to proofread the story before it ran!”  Most credible reporters do not share what is intended for print/broadcast with the parties that were consulted/interviewed.  If a reporter were to clear the story, or allow the story’s source or subject editorial control, there would be no journalistic integrity – or merit – to the coverage.  It would simply viewed as a non-credible, non-objective “advertisement” opportunity for the interviewed subject’s own interest.

PR professionals know how to distill the important copy points into a concise, appropriately transparent communications package geared specifically for press consumption.  We know what the press is looking for, and how to maximize the coverage.  We know how to leverage the positive points of your interests and agenda to ensure favorable media exposure.

Any media contacts want to weigh in on this blog topic?  The floor is open for comments.

Free is great; however, keep in mind that these apps are tools, and being so (cue 70s porn music with electric rhythm guitar riff filtered through wah-wah pedal effect), “you must always use the correct tool for the job.”

Please don’t raise your hand, or worse, just blurt out “you didn’t mention facebook, twitter, and LinkedIn!”  A.) we just did, and B.) we assume anyone who is reading this was directed here from some form of social media outlet.

Here we go, kids:

1. Lately, we’ve heard great things about the folks at twtapps. While we haven’t used their apps extensively, we are keeping our eyes on their whole list of nifty apps for the twitter user.  Check out twtBizCard, among others.
2. Retaggr is great for power social media users who want a one-stop-shop link to their whole roster of media profiles.  It can direct traffic to your other online outlets.
3. TweetDeck is our preferred desktop tool for managing all of our twitter accounts – corporate and individual.
4. The Seesmic Desktop is similar to TweetDeck and fully integrates with facebook.
5. Mashable.com should’ve been listed as #1; however, we are just all sitting here in the bullpen shouting out random things we use, or advise our clients to test drive for themselves.   It is the bible – not just ours, but everyone who speaks/reads English and uses social media.  Ken Lingad reads it twice a day…which brings us to number five…
6. NetNewsWire (for Mac) is what most of us use (some of us use Google Reader) to collect all of our required blogging sources into one place.  It is standard part of our morning – all of us in the bullpen, and most of our other departments – to spend dedicated time sifting through what we need to know to stay on top of our game.  We like it.  Some don’t.  Again, these are suggestions.
7. You could try using Collecta for real-time search.  It is in free beta now, and may be helpful when trying to find out what conversations may be taking place about your brand, company, etc.  We don’t use it often, but we pay for a more robust service, as we have need for detailed real-time analytics for our clients.
8. We’re fans of Alex King’s Plugins – he’s on our blogroll.  WordPress is our blogging platform of choice.
9. Most of us use UberTwitter for mobile twittering from our BlackBerry devices.  One of us is test-driving another app, but the proverbial jury is still out on its dependability.  Stay tuned.

Tune in later to find out if we are actually going to add a number 10, or leave it frustratingly and seemingly incomplete.

Feel free to share your app of the day.

Don’t get us wrong – we’re all about saving money.  Heck, we sneak our own candy into movie theaters.  The first part of our consultation protocol when engaged by new clients is to recommend the free apps that may work best for them, before we ever “pass ‘go.’”

We get it.

Outsourced communications: marketing, advertising, and PR were probably axed from your company’s budget the day after the economy took a swan dive.  Or, perhaps you have “people” in-house that work wonders for their kid’s elementary school PTA newsletter, so naturally you have turned the responsibility of crafting your corporate communications – your company’s brand and public image – over to someone who rocks Word or Publisher on their PC.

Whatever situation you are in, it is important to recognize when a particular expertise is needed.  This is why our agency’s senior staff constantly reminds us “There is a difference between Knowledge and Know-how” (trust us, they say it every day).

PR Professionals in every discipline are specialists.  We utilize tools that, not only, are not necessarily at everyone’s disposal (most software used in the marketing industry are extremely cost-prohibitive for businesses to justify or even afford), but are trained to use these tools for the jobs that demand it.

We can efficiently monitor what your competitors are saying, and most importantly, what your competitors’ clients are saying about you – in real-time, in over 10 languages.  We can directly intercede in conversations taking place on the Internet around the world at the point of need on your behalf.

We can develop a comprehensive communications plan to successfully engage your company’s shareholders, and explain why it really is important to augment this year’s technology budget – bringing everyone to the same team.

We understand the principles of b2b and b2c marketing.

We know how to strongly position your company for a regional, national, or global launch, while attracting positive media coverage that will dwarf your competitors’.

We can create clean, relevant, advertising material that connects with your target audience, and communicate your message – the right message – in ways which will resonate strongly enough to ensure positive perception of your brand and corporate identity.

We can effectively reach out to over 800,000 media contacts and outlets around the world to bring the attention your goals demand to your doorstep.

These are only a few examples of what we, as PR Professionals, do everyday for clients just like you.  Chances are, your Administrative Assistant, Secretary, or brother’s son who has a rockin’ facebook page, can’t do what we do – what we are trained to do with the wealth of professional tools at our disposal.

We also make decent mojitos and rule the outdoor grill.

The Devil won.

Sans the traditional square dance jargon traded between two-bar riffs on Johnny’s fiddle, the Devil and his sidemen hammered out a strong barrage of rhythm instrument lead, and then finished with a fit of fiddling fury.

Game over.  So we think.

Obviously, there were some shenanigans going on at the judging table.  And Paula, Randy, and Simon weren’t any where near this stage.