Warner’s Corner – IABC Media Leaders Content Marketing Panel Wrap Up

(Los Angeles) On Tuesday, October 8th, 2013, IABC Los Angeles hosted a networking media panel event with Media Leaders at the ROC Center Santa Monica.

Moderated by Josh Ochs, the integrated communications panel covered everything from effective content creation, industry blunders/lessons learned, content marketing trends to leveraging social media tools.

The panel comprised of Chris Bechtel, Chief Marketing Officer, Make Good Social, Debra Eckerling, Goal Coach,Guided Goals and WriteOnLine, Priscilla Vento, Founder & CEO, 30 Miles North and James Aldous, Communications Director, OpenX.

IABC members and guests mingled with a diverse mix of West LA StartUps, Investors, Marketing/PR & corporate communications pros, social media managers, web developers, entertainment folks, gaming peeps, SEO gurus and much more.

Kicking off the panel, Josh Ochs asked the panel about leveraging online platforms to gain brand momentum, for which panelists cited a variety of tactics.

From hiring guest bloggers to managing editorial calendars, Debra Eckerling shared blogging tips, workflow tools and best practices.

On driving brand visibility, “get your video into the hands of relevant influencers,” said YouTube guru Priscilla Vento of 30 Mile North.

Chris Bechtel and James Aldous agreed Facebook is more consumer driven, and less business to business orientated. Panelists agreed. Aldous cited online chat tool Quora and Linkedin.

“Understanding where your audience lives is key,” said Bechtel.

2013-10-08 IABC-LA Media Leaders Event

 On integrated communications, the panel discussed the changing tides of earned-owned-paid-evolved media silos.

One IABC member asked where the panel thinks social media departments “live” these days. Vento said their social media manager functions separately from their media relations. Panelists agreed.


In closing, panelists each shared a unique personal story. Turns out Priscilla Vento is an avid skateboarder, Aldous a non-fiction writer, Eckerling a karate black belt with stripe, and my personal favorite…Bechtel, a Bay Area rap video production founder (no longer). “Once clients who paid all in cash wanted their money back, I left town,” said Bechtel. The audience laughed.

For more event details and photos, follow us on facebook or twitter (@IABCLosangeles)

Special thanks, IABC-LA volunteers Stephanie BelskyLinda Arres and event sponsor Angel Launch.

by Warner Boutin, VP, Communications – IABC Los Angeles. Photo credits by Calvin Lee. 

For the complete 1-hour plus event video:



November 15, 2012 – Erin Dick presents Megatrends in Communications at Il Fornaio, Pasadena

One of my favorite laugh-out-loud commercials of all time is when a then-unknown Jane Lynch (of “Glee” fame) hammers a microchip into the forehead of a new customer at Washington Mutual’s competing bank. A few moments later Jane’s colleague tries to scan some other poor customer’s head over and over.  With all the megatrends in technology moving at lightning speed, we may not be too far behind this commercial…and Erin Dick, Director of Communications for Pratt & Whitney Rocketdyne knows this.

Through “The Future is Now…Now What?”, Erin presented some equally amusing demonstrations of just how far we’ve come with communications methods and gadgetry, as well as some very dramatic evidence of how technology supports our message-delivery choices, keeping us connected in ways that were impossible even just a decade ago.  Over appetizer skewers, stuffed mushrooms, and warm red wines at Il Fornaio in Pasadena, about 25 IABC-LA members and non-members listened to how megatrends in communications has evolved.

Erin discussed key elements, especially over the last decade, which includes shrinking gadgetry (think phone booths vs. cell phones and Nanos) and attention spans, transparency and decentralization, socialization and personalization, the need for speed, and the constants that continue to remain in the sea of change.

Besides a humorous overview of past devices such as brick-like cell phones and 8-track tapes, we got plenty of laughs from a spoofed newscast depicting the use and heavy reliance of social media amongst its “anchor and reporters.”  The reporter was up to 88 followers on Twitter yet just couldn’t seem to report the actual news.

On a more serious note, yet absolutely astounding, Erin presented a simulation of tweets that occurred before the earthquake and tsumami hit Japan and just after.  Social media was a means of communication that allowed Erin, who was in Florida at the time, to exclaim “I was in Japan!” meaning she was following the tweets as it was happening. She was stunned by the gravity of the unfolding situation as well as the importance of just how fast Twitter facilitated communications amongst the watching world.

Shrinking gadgets translate to shrinking attention spans to process the barrage of informative overload expected on a daily basis. Admittedly, I’m not a big fan of heavy multi-tasking having experienced the underbelly of it: brain fog!  Both Erin and other studies show our iCrazy “smart’ world is leading to shrinking attention spans, an inability to use imaginations, poor focus and much lower comprehension.  Erin points out we are assimilating data at such a rapid pace, our brains are adapting to this new pace. Instead of memorization, we are analyzing data more.  Yet through these shrinking gadgets, the world just got smaller.  We are globally connected…big time.

Some constants that still endure are:

  • the need for timely and relevant information,
  • the use of both traditional and non-traditional media and
  • the importance of keeping relationships on track

There is evidence that our bullet-train information overload is now creating a welcome backlash through marketing and ads that suggest unplugging, communicating and recharging in the most old-fashioned of ways.  And as Erin concluded, let’s remember to meet face-to-face, write a handwritten note sometimes and be socially connected through one of the best pieces of technology on the planet…our human selves.

We thank Erin Dick for her passion in communicating these megatrends and for bringing her extraordinary experiences from her U.S. Air Force experience to illustrate just how far we’ve come into the future…which is now!

Thanks to Betty Henry, Communications Chair, for connecting and arranging Erin’s guest spot and event postings, thanks to Mike Spasoff, Media Chair, for his experimenting with streaming the event as well as setting up the tech side of things. Thanks to Christie Ly, Treasurer and Past President, for coordinating details with the restaurant and Eventbrite coordination, and thanks to Paula Cassin, Past President for some admin coordination.








Event Summary: May 8th, 2012 Master Storytellers: Jet Propulsion Laboratory

Scientists are great master storytellers. One of the Voyager themes at NASA’s Jet Propulsion Laboratory in Pasadena is “reaching out to touch where no one has gone before.” IABC-LA members got to participate in an event never before offered through the chapter: “Master Storytellers: Jet Propulsion Laboratory”…an extraordinary look into NASA’s JPL California Institute of Technology where scientists and engineers have so many stories to tell.

Dana Edler, JPL’s Communications Specialist and IABC-LA Chapter President-Elect ’12-’13 led an out-of-this-world event featuring a tour of JPL’s von Karman Visitor Center and Space Flight Operations Facility before members heard insight into the use of storytelling communications.

Our tour guide explained JPL’s focus on robotic planetary spacecraft and astrophysics, not jet propulsion at this time, leading to missions such as the exploration of Mars. When visiting the Space Flight Operations Facility, the precise communications data told a story as code and numbers came through on big screens from satellites.  While we were not visiting the Facility during a launch of a  Mars mission, our tour guide explained the relatively quiet room was a good thing…it meant that all the robotics and satellites, missions and projects are humming along.

Dana welcomed all of us and briefly discussed utilizing storytelling as an alternative to formal, fact-filled yet dry presentations that simply do not get an audience excited.

Stephen Kulczycki, Deputy Director of Communications and Education, and Dr. Teresa Bailey, Information Science Specialist and JPL FIOA Liaison, discussed the methods of JPL’s storytelling to inform, educate and persuade audiences.  While scientists’ and engineers’ data can be as boring as a bad Powerpoint presentation, these two communicators presented just how lively scientists and engineers can truly be when their passion for the planets and for discovery is the focus.  Stephen presented a few videos with different tones…one example was an emotionally-charged video on the history of the NASA space programs and how a disconnect exists between what the U.S. public perceives as too much money spent on space exploration and what is actually spent.  “How much would you pay for the universe?” was the theme.

Dr. Teresa Bailey developed the JPL organizational storytelling program beginning in 2000 and wrote her dissertation “The Experience of the Storyteller: Moving from Personal to Collective Knowledge Sharing.”  Teresa emphasized the importance of experiential knowledge sharing and “stepping into the light”. Teresa shared insights with us that while she had to endure some teasing at first about the very concept of storytelling (“Will there be cookies, Teresa?” came from a few JPL participants!)…these events soon became an engaging part of the JPL communications culture, including a more opened-space remodel and arranging furniture, and using props and audience participation to better serve the storytelling events.  These events allowed scientists and engineers to connect his or her personal experience to a project or mission illuminating knowledge in a way that placed expected facts and figures in their rightful place: as supporting information, not lead information and therefore losing the passion of the “why”.  As Stephen noted, the scientists and engineers truly become stirred up when they are connected to “the why” they want to explore a specific planet or star…dream makers as opposed to machine makers.

Big universal thanks to IABC-LA shining star, Dana Edler, Membership Chair, who did a superior job in pulling all the JPL event pieces and parts together. Thanks also to Cheryl Farrell who was instrumental in helping with event registration and welcoming guests.  Adam Kevorkian also assisted Dana with the event.  Thank you, Adam! Catering provided by Jack M. Smiler of Black Diamond Catering.

We thank JPL for the overwhelming hospitality to IABC-LA during the tour and event.  And finally, JPL really is a cool, quirky place… I walked to my car post-event and was greeted by a live deer in the parking lot.  Perhaps a satellite directed him to go there.







Health Care Reform Event at L.A. Care Health Plan on March 21, 2012

IABC-LA presented a highly informative panel of communication experts to discuss “Communicating Complex Change: Health Care Reform” on March 21, 2012 at event program sponsor L.A. Care Health Plan’s headquarters.  Cheryl Farrell, Board Member of IABC-LA, moderated this invaluable panel session to share how local health care professionals are communicating the complex changes of health care reform to various audiences (Event Podcast).

The distinguished panel included Patricia Clarey, Senior VP, Chief Regulatory and External Relations Officer of Health Net ;  John Merryman, Senior Director, Marketing/PR of South Bay Family Health Care; Ronald Owens, Director, Corporate Communications of Kaiser Permanente Southern California; Elena Stern, Communications and Marketing Director of L.A. Care Health Plan; and Cheryl Fields Tyler, Owner and CEO of Blue Beyond Consulting. The panel informed our chapter members how health care reform is being received and integrated by leading health care companies in Southern California (listen to the event podcast).

The panel discussion after a quick buffet dinner covered topics such as how this legislation is an extraordinary opportunity for innovation within the health care system as well as communications, how the new competitive environment created by mandating state-based Exchanges on individual policies will create positive benefits for consumers, and how do communicators break through to its new and existing audiences (we learned about the role and importance of Spanish-speaking Promotoras!)

So many advances have been made towards creating a communications system that is much more efficient than yesteryear including revolutionary a $5 billion electronic computerized patient records system as opposed to handwritten files and notes as discussed by Ron Owens of Kaiser Permanente.  Doctors are required to learn this system so a patient can be treated across states with tremendous efficiency.

Healthcare communications consultant Cheryl Fields Tyler emphasized the extraordinary opportunity for innovation that comes with such far-reaching legislature and how this is a game-changer for U.S. business overall.  She also emphasized the need for communicators to embrace and support the new legislation positively to create better understanding and trust between employers and employees.  Employees trust face-to-face meetings with direct managers.

Pat Clarey of Health Net has served as chief of staff to both former California governors Arnold Schwarzenegger and Pete Wilson, with current Health Net responsibilities for federal and state regulatory, legislative and compliance issues.  Pat discussed the new legislative concept of “guaranteed issue” for individuals seeking individual insurance policies through the reform’s American Health Benefit Exchanges, which has not been offered in the current California landscape if an individual had a pre-existing condition such as asthma.

John Merryman of South Bay Family Health Care noted the importance of funders for newly established programs.  In his view “money follows money” and the health care reform will shift how funding funnels through non-profits as well as private health care companies.

Elena Stern of event sponsor L.A. Health Care Plan enlightened us on how significant the role and use of a Promotora, a female Spanish-speaking healthcare advocate, is to underserved communities needing an array of healthcare and healthcare related services.

Finally, audience participants engaged in a Q&A with more information shed on topics such as how doctors are receiving all of this new legislation.

Big thanks to “Communicating Complex Change: Health Care Reform” event committee including IABC-LA members Cheryl Farrell, Paromita Ghosh, Adam Kevorkian, T.J. Stevko and Cimone Farrell.  Bill Spaniel served as podcast engineer while Ed Carreon of www.carreonphotography.com provided photography.

The chapter also kindly thanks event sponsor L.A. Health Care Plan for its sponsorship and use of its downtown headquarters facilities.

Please click here to listen to the event podcast.


11/17/11 – Shel Holtz Presented “Maximum Awareness, Minimal Effort” at Avery Dennison

IABC-LA presented “Maximum Awareness, Minimal Effort” by Shel Holtz on Thursday, November 17, 2011 at the Avery Dennison headquarters in Pasadena.  Holtz is an expert in communications, social media and technology and was superbly engaging in sharing “What’s the least we need to stay in touch, remain marketable and keep up-to-date?” And who has the time to use all these tools?

Holtz of Holtz Communications+Technology, is also known for his outstanding “For Immediate Release” (FIR) podcasts on business communications and tech with co-host with Neville Hobson.  He is a former IABC-LA chaper president and his expertise covers employee communications, corporate PR, crisis comms, media relations, financial comms, IR, marketing comms and compensation and benefits communications.

Shel addressed over 20 IABC-LA members over a buffet dinner at Avery Dennison’s cool 1960’s-style headquarters (the welcoming Koi pond was incredible!).  Christopher Swan of Avery Dennison assisted with providing the venue and an outstanding professional development evening.  The evening kicked off with member introductions and Paula introducing Holtz. We were just delighted to have Shel address the chapter…knowing full well of his intense global and domestic schedule.

Shel led everyone through various social media channels with an emphasis on matching the right tool with what the user is trying to accomplish with an audience.  Going beyond the standard FaceBook, Twitter and LinkedIn tools, Holtz illuminated outstanding resources such as Delicious, Paper.Li, ScoopIt, Mashable, Marketing Over Coffee and Storify.  And audio podcasts like Marketing Over Coffee and FIR allow you to multi-task and take a break from a screen. While you do not need to become an expert in all of these tools, it is very important to understand how content curation is integral to creating a filter for information overload.  (Look for the chapter to start using Storify…this was one of my favorite tools presented besides Marketing Over Coffee…and of course, FIR!)

Content curation was one of the big takeaways of the event and how trusted guides in content curation have evolved in media. Yet Shel spoke about the absolute necessity of context with content curation. Just like an art curator, it’s not enough to add pictures and artwork to a collection, there must be a context of what and why content is being added to a social media or media platform.  Shel supports the notion there’s no such thing as information overload, yet there is a serious problem with organizations and sometimes communicators not using enough filters to mine information.

Shel discussed two emerging career positions: community liaison and content strategist.  Within the community liaison role, someone has to have eyes and ears on the community surrounding an organization to achieve true community engagement.  A content strategist supports Shel’s concept that these days every company is a media company, whether the company chooses to be or not.  The difference between a content strategist and a traditional PR strategist is the content strategist focuses on content that is not pitched, yet still engages.  No corporate agenda pushing!

Interesting tidbits…Tumblr blogging tool has surpassed WordPress now. And GooglePlus is just terrific for getting answers to questions very quickly.  Christopher Swan pointed out…getting answers to Google Plus in general!  Christopher is part of the experienced trendy tool intelligentsia…with his “voice of reason” behind it all.  (Listen to Christopher on the video wrap-up of the event.)

On the subject of blocking employees from using social media on the job, the idea that just Millenials use social media is statistically wrong.  Age group 35-55 within companies using social media has created a flat statistic from even a few years ago.  It is crucial that employees have access to social media as studies have shown increased productivity.  88% of employees check social networks as a break between tasks, resetting concentration to do more work, not less work!

The evening wrapped up with a Whole Foods gift card to Shel for coming out to the chapter after a presentation same day to the IABC-USC Student Chapter.  Chapter President Paula Cassin also welcomed past chapter presidents who each told a funny or philanthropic anecdote while they were in office.

The conversation continued with Shel and well attended “After Dark” post-event socializing at “Bar Celona” for empanadas, Sangria, coffee, and connected conversations.  Shel pointed out how the face-to-face “After Dark” events are as important to communicators and the chapter as keeping up with contacts through social media connections. We appreciated Shel’s sentiments that IABC in general has a warm tone throughout its membership base.

Tremendous thanks to Shel Holtz, Christopher Swan, Avery Dennison, Christopher Cabrera who played escort to Holtz navigating Los Angeles chapter events and logistics while also moderating the evening’s event, and Dana Edler and Cheryl Farrell in welcoming/checking-in welcoming members. Special thanks to Adam Kevorkian, who worked tirelessly behind the scenes on important meeting logistics (like food!) We couldn’t have done it without him.








Post Event Report: Nov 17th, 2010: “Staying Relevant as a Communicator”

November 17, 2010…IABC-LA presented Susan San Martin’s “Staying Relevant as a Communicator.” This event was graciously hosted by Ernst & Young in downtown Los Angeles, and coordinated by our talented chapter member T.J. Stevko. “Who is hiring?” “What skills are in demand?” “How can a communicator showcase his or her special experience?” These questions and much more were addressed by San Martin, Principal, Plan B Communications, a results-driven executive search and consulting firm.

“It’s always dangerous for me to draft a presentation a few days early before the event.” said San Martin. San Martin shared with us her decision to scrap her well-prepared presentation in order to re-tool the entire thing…brainstorming on her dining room table with large sheets of rolled paper connecting boxes and brainstorming notes. And San Martin does get results. Feedback came in from 18 reliable lifelong communications contacts. This global outreach fostered an even more substantive cross-section of answers and suggestions from communications leaders all over the U.S. and the world…including India.

Is the hiring market improving for communicators?

• In absolute numbers, hiring is quiet in the U.S., yet we’re seeing a lot of hiring where business is growing in Asia and Latin America.
• There’s an increase in internal and employee communications communicators
• Re: social media expert hirings: Hire a 20-year employee. They know how to write and how to work through the system of a company.
• Bi-lingual and tri-lingual employees are in demand regarding social media with their ability to switch between cultural environments

What role does social media play in your communications strategies?
• Just knowing how to use FaceBook and LinkedIn does not define you as knowing social media.
• A really strong social media strategy pairs an employee 2-3 years out of school who knows how to connect with bloggers and dig out resources with a more traditional communicator of 20+ years who truly understands how to edit content.
• (One of our favorites!) Question: Do you have a social media strategy? Answer: Do you have a telephone strategy backing up your social media? (Nice!) Too many social media strategies rely on digital relationships without any personal touch.
• For communicators intimidated by social media…social media is a new tool, but not a new skill. Relax…you can do this because you already know how to communicate.
• Audiences do care about the written word, it’s just not accessed the same way.

What career missteps do you see?
• Communicators can be too choosy and too fearful. Get outside of your comfort level. If you’re a specialist, take on communications challenges so you become a generalist.
• Google, Ford, Intel all produce exceptional communications employees. Why? Because the employee does a stint in many different departments, becoming a business person first, a communicator second. Become a business person.
• Don’t forget how to write…grammar, SpellCheck. Print, emails, blogs all count.
• You must tie communications to business results.
• Don’t ramble in interviews. Practice sound bytes.
• STOP TMI!!!! Too much information on an interview or exchange.
• Not enough follow-through. Excitement on a social media project does not replace follow-through.

What smart moves are communicators making?
• Companies look for intangible qualities; sometimes the softer piece of information on a resume can make you stand out…rather than “blaring” it out loud.
• Go above and beyond. It’s about attitude…unexpected opportunities are your friend.
• Use a pay-it-forward mentality. Have a relationship-building focus.
• On an interview, do say “I’ve got initiative” as opposed to “I’m a fast learner”…be prepared to back it up.
• Research the company culture in your job search and understand it first, be honest with yourself if it’s the right culture for you, regardless of the company.
• It’s okay to make a resume 3-4 pages, as long as the information helps you to stand out.
• Look for successful communications organizations who reward good work and punish bad work consistently the same. They talk the talk and walk the walk.
• Develop relationships with subject matter experts.

Overall, Susan encouraged all communicators to get out of our comfort zones, and reassured those with 20 years experience that traditional skills still work in our rapidly changing landscape. Re-aligning relevant talent and skills is challenging…yet very rewarding.

Susan San Martin was a Vice President and Executive Recruiter with The Repovich-Reynolds Group where she conducted mid to senior-level communications and marketing searches. She has partnered with clients such as: SC Johnson, DaVita Inc., Dell Inc., Western Union, The Blackstone Group and many others. Over the last two years, she stepped out on her own to create Plan B Communications, using her 20+ years of diversified communications and marketing experience to become a highly-regarded executive search professional.

We welcomed Susan to join us for the “After Dark” portion of the evening at “The Library Bar” to learn more about Susan’s passion for talent acquisition and her love of cooking!

Thanks to T.J., Ernst & Young and Susan San Martin for a very powerful evening of professional development.

September 1, 2010: IABC-LA, PRSA-LA and HPRA Presents “Marketing to the New America: Gaining a Share of the Trillion-Dollar Multicultural Economy”

[kml_flashembed movie="http://www.youtube.com/v/-EjejZODW8s" width="425" height="350" wmode="transparent" /]

On September 1, 2010, IABC- L.A Chapter teamed up with PRSA-LA and HPRA for a powerful evening to discuss the new multicultural “general market” with expert industry panelists on the research, client and agency sides.  This event was held at the upscale Twist Restaurant & Bar at the Hollywood Renaissance Hotel.  David Ono, ABC7 Eyewitness News Anchor, moderated this exceptional evening to hear from the industry’s most knowledgeable multicultural experts.  Sponsorship of the event included Nakatomi & Associates and Farmers Insurance.

After drinks and hors d’oeuvres, Ono’s opening remarks on diversity began with the ABC7 News station.  ABC7 was the first news broadcast to fully embrace and create diversity by hiring multicultural news anchors and reporters after the Walter Cronkite years.  It was very important to ABC7 Eyewitness News to create a viewership that felt represented.

Panelist David Morse, President & CEO, New American Dimensions, compared the record number of immigrants at the turn of the 20th century to the current influx today.  In the early 1900’s, U.S. labor demands brought southern and eastern Europe  immigrants, as well as Chinese who helped build the transcontinental railroad. Today, a record number of Hispanics and Asians are creating a revolutionary nation of immigrants all over again.  There are now 50 million Hispanics compared to 2.2 million in the 1970’s.  “No one knows where we’re going,” says Morse. 

Meanwhile, the African American and LGBT (Lesbian/Gay/Bisexual/Transgender) population are also changing buying power in the U.S.  Morse’s statistics also stated that African Americans have been viewed through the lens of history the last 100 years as either being ignored or represented as gross stereotypes. 
 • Barack Obama’s election has been part of the new American revolution.
 • There are now 17 million in the LGBT market segment.
Kimberley R. Thompson, Senior Project Manager, Global Diversity, Starbucks, stated Starbucks aims to be the most inclusive, equitable and diverse company through its partners, customers, communities and suppliers.
 • Kimberley presented a Starbucks marketing example of a blended Frappacino beverage, most popular among African Americans. 
 • Starbucks analyzes customer food attitudes and behavior, partners with companies that hold the same views on diversity to create integrated marketing solutions.
 • “Listening to their voice!” is a huge part of Starbucks’ and Kimberley’s action plan.
Panelist Luis Sahagun, Director, Media & Public Relations – North America, Farmers Insurance Group stated the Hispanic market is growing faster than the overall U.S. general market! Sahagun stated most companies today are not doing nearly enough to keep up with Hispanic market.
 • Hispanics put their trust in Spanish-language commentators who have smaller, more concentrated audiences, rather than general market social and political commentators such as on CNN.
 • Farmers Insurance sponsored a Jorge Campos and Mexican soccer tour.  Instead of utilizing expensive general market strategies, Farmers invested in Spanish-language advertising.  Results produced a much higher return at a fraction of the budget.

Sponsor and panelist, Joni Byun, Senior Vice President, Nakatomi & Associates, presented pithy statistics and research of the emerging Asian American market from decades ago.  Asians now have $600 billion in buying power!  Asian Americans focus on education, family and health.
 • Some of the highest and lowest statistics criss-cross in hot-button issues like teen pregnancy in the multi-segment Asian American population.
 •  Cultural differences produce a laugh: “tobacco-free environment” translated to some Asian Americans as free cigarettes! 
 • Asian American culture has influenced the trendy general market: Think “Kogi” food truck!
 • Asian Americans are gaining more roles of substance in the entertainment field.
 •  Multicultural research has taught U.S. companies like Chase Bank, Farmers Insurance and Southern California Edison to use the word “qualified” when marketing to lower-income Asian American families who would rather not be referred to as “poor” or “lower-income.”

Finally, Stephan Roth, Principal, OutThink Partners, presented statistics and information on the LGBT market.  The LGBT market is currently a $750 billion market growing to $845 billion by 2011.

 • There is lots of LGBT  income with predominantly double-income and no kids.
 • LGBT market is a great “influencer” market: first to adopt new technology, read and write blogs, involved creatively in business such as design, PR and advertising.
 • Brand loyalty: tremendous brand loyalty…however can backfire if bad press against an LGBT issue.
 • LGBT market travels more which allows more sponsorships and partnerships.
 • Trends/insights in the LGBT market show more mainstream integration: marriage rights as well as having babies.  Optimism is also a big trend among this population segment. 

Corporate America and communications pros have been shaken up in how we must collectively embrace multicultural marketing, PR and advertising.  We received information on multicultural trends that have reached way beyond a temporary phase, now a new American reality: a trillion-dollar multicultural economy reality. As communications and PR professionals, it is our responsibility to actively listen to the multicultural voices. 

April 23 Event Summary: Inside the Mind of a Reporter

On April 23, 2009, Mark Bernheimer, Principal of MediaWorks Mark Bernheimer photoResource Group  (http://www.mediaworksgroup.com/), and former CNN correspondent, presented insight on news reporting and interviewing to 20+ IABC members.  The late, great Tim Russert would have celebrated this lively, interactive event and Mark’s key point: “Always have a message of distinction prepared.”

We watched a hilarious clip of imposter reporter Stephen Colbert interviewing Georgia Congressman Westmoreland, whose questionable PR team did not prepare the deer-in-the-headlights congressman for Colbert’s questions…or even Colbert’s fake reporter status!  

While IABC members are much smarter in preparing our executives, employees, or clients for real interviews on or off-camera, Mark’s example illustrates the crucial need for his 2-step formula when preparing interviewees:

1. Satisfy interviewee’s own objectives first (get his/her messages across)
2. Help the reporter satisfy his/her objectives

We watched more video clips illustrating tricks by reporters, who are not looking for answers. Capturing sound bytes is the goal.  Unsuspecting, unprepared interviewees provide emotion. Better story, but an even better train wreck from a PR perspective if unprepared.

In addition, interviewees:
• should never answer a question they don’t know the answer to (instead say, “We’ll try to get information for you later.”)
• should not answer a question they don’t understand (reporters often prepare minutes prior to interview asking confusing questions…interviewee should ask for clarification.)
• should direct a question better suited to someone else when necessary
• should not answer questions based on reporter’s speculation about the future (news stories are more dramatic regarding what could have happened, not what did happen.)

Finally, volunteer Jessica Schlotter put Congressman Westmoreland to shame during Mark’s surprise on-camera interview. Jessica did a terrific job answering Mark’s questions.  She delivered messages of distinction regarding IABC’s purpose with the audience in mind. Mark suggested Jessica’s only improvement was to always insert the organization’s name instead of using pronouns like “we” during the interview.  Here’s Mark’s interview of Jessica…

[kml_flashembed movie="http://www.youtube.com/v/13-mT7kw7qU" width="425" height="350" wmode="transparent" /]

2009 IABC Gold Quill Marketing Communications Judging

In February, IABC-LA member Bill Spaniel hosted a judging session for the Marketing Communications Category of the 2009 IABC Gold Quill Awards.

Volunteers spent the afternoon reviewing entries and they took a moment to comment on what they were looking for in winning entries. See the judges’ thoughts and opinions here:


Selecting and Selling Freelance Services – Hear it now!

Please find below the full podcast of our recent breakfast meeting in Woodland Hills – our panel of experts discussed what it takes to be a successful freelancer, and what to think about if you need to use a freelancer for a project in your company.

We all got some great insights and thrashed out the topic quite thoroughly!  Thanks to Bill, Deborah, Charlotte, and Judy, our panelists – and thanks also to the audience members who contributed their own insights and asked great questions…

This is the PODCAST LINK

Here are some podcast markers for you:

Introductions until 5 min 20

5:20 Bill Spaniel – from an employer’s standpoint, what’s he looking for in a Freelancer.

13:40 Charlotte Lassos – discusses personality fit, connections/referrals, persistence when hiring

17:30 Charlotte Lassos – stand out as a Freelancer, show you care/be responsive, portfolio tailored to needs, never burn bridges.

20:50 Judy Sterling – anecdote about friends, acquaintances – make sure you let them know what you do -great potential business sources.

27:10 Deborah Hawkins – branch out, try new things if you need work/having a lull, use IABC (fabulous for connecting)

31:15 Audience Questions – what about graphic design/creative Freelancers, what about collaboration (dynamics of pulling a team together), how to pull a team together, etc.