Schenkein's Tracked Changes

Michael Phelps. Need we say more?

Forget Democrats. My eyes are on the U.S. Olympic Team. Maybe you caught Dara Torres’ stellar performance in the pool or Mr. Sandman Phil Dalhausser’s slamming appearance on the beach volleyball court.

I, for one, tuned in to watch Michael Phelps make history. I know I wasn’t alone. Not once or twice, but eight times. Eight Olympic gold medals. What an amazing athlete!

He’s done racing and chasing the Australians. Now he has corporations and nonprofit organizations chasing him for endorsements. It's not a new thing for Phelps, but the chase pack is bigger this time.

Of course Nike and Speedo want more of him. Hilton already has him. Visa loves him (you probably saw the ads). Book and movie offers are out there too. And don’t forget dog food; companies are seeking to play off his love for his British bulldog.

Wow. Offers and deals are flooding to agent Peter Carlisle, reports the Wall Street Journal. And it’s not just him. Phelps' mom, Debbie, already serves as a spokesperson for ADHD Moms.

He won’t swim on the Olympic stage for another four years, but I’m sure we’ll see him anyway. Four years is plenty of time for cementing endorsement and sponsorship deals and, perhaps more importantly, for seeing which ones last.

He’s already achieved his goals of changing the sport of swimming and enhancing its U.S. and international spotlight. So here’s one humble “congratulations” to Michael for all he’s done so far. And I know I’ll be following him in the future – in the pool first, business world second.

-- Lana Jefferson Taussig

Straight From the Horse’s Mouth

From Chris Brogan, social media blogger, guru, evangelist. Check him out or if you tweet, @chrisbrogan.

What I Want PR and Marketing Professionals To Know
Aug. 6, 2008

Since quite a number of people who swing by my blog are either in marketing or public relations, I wanted to address you specifically for a moment. I’m writing to you as part of this new version of media, one blogger not paid to blog, not working for a newspaper or magazine outlet, not especially beholden to the traditions that have come before. I’m writing to you as a human being who likes people, community, innovation, and business, not to mention art, creativity, play, and many other things. I want to tell you a few things for you to consider.

1. Social media isn’t that scary, but it is different than what you’ve been doing. For one thing, it’s far more messy, and requires a lot more hand-holding.
2. You have SO MUCH to gain from figuring out some of these tools and the way we’re using them. And one difference from typical businesses: most of us social media types are very willing to share what we know. Just ask.
3. I love every one of you who makes an effort to get to know me before you have to market something to me or pitch me. It works out so much better when you and I have talked in some non-pitch way beforehand. And it only takes a few minutes every now and again to say hi.
4. I’m tired of adjectives. Your new website isn’t innovative. The word doesn’t mean anything to me any more. Further, let me decide if it’s innovative.
5. Bloggers aren’t all the same. I’m definitely not the same as Michael Arrington at TechCrunch. I’m not the same as Seth Godin. I’m not the same as most bloggers. I’m just doing my own thing, and they’re doing theirs. It pays to understand which of us you’re trying to reach for what, and reading the last 10 things we posted, just to get a sense of whether we’re the right kind of person to write about your thing.
6. Blogging isn’t the same as releasing marketing materials.
7. Putting up commercials on YouTube isn’t videoblogging.
8. Be human first on social platforms like Twitter or Facebook. I know Lionel Menchaca as a human and as a Dell employee. You can do the same.
9. Understanding Technorati and Google Blogsearch and Summize goes a long way towards helping you listen and hear what people are saying about you, your client, etc.
10. You’re doing great things here and there. Sometimes, you’ll get praise for it. Other times, it might be overlooked. It’s still great.
11. Great things are erased quickly when you mess up.
12. If you mess up, say sorry fast. Acknowledge that you made a mistake, and then act on what you can do better next time.
13. There’s lots you can teach we media maker types, too. I learn lots from you every day. I do this with phone calls, and by reading what you’re sending me. It’s a two way street.

There. That’s what I wanted to tell you.

On behalf of PR and marketing professionals everywhere, thanks Chris for taking the time to give us an insider's perspective!

- Meredith Stevens

For All You "Religious" Types Out There

And by "religious," I mean those who can be found scrolling through the passages of their favorite blogs...

There is a great resource out there that can easily become your new "Blog Bible."

Advertising Age's Todd Andrlik masterminds the AdAge Power150 list of the top advertising and marketing blogs. Don't let the name fool you, there are - brace yourself - more than 750 blogs listed and rankings change daily based on content.

Can I get an AMEN?

- Robin Zimmerman, Intern

The DNC Alarm Clock Is About To Go Off

Everyone living and working in Denver, and Colorado for that matter, is nearly immune to hearing about the Democratic National Convention. Similar to any event that needs long-term planning, you get to a point when you just want the darn thing to be here already. You could even say that about this year’s presidential election…enough of the political ads everywhere, just give me my ballot so I can vote.

Although, this is a little different.

2008 marks the 150th anniversary for the Mile High City; it’s been exactly 100 years since Denver hosted its last national convention; and of course, history in the making, Barack Obama is close to officially becoming the first African American to secure the Democratic presidential candidacy.

With a national (or even international) spotlight on Denver also comes a side of criticism for our city. Everything from the Denver daisy to scrutiny from larger cities’ media – Denver has been under the microscope. The latest is how the Denver Police Department and company are gearing up to ensure the safety of delegates, protestors and the average Joe or Jane just trying to get to work amidst the circus.

This isn’t the first article and won’t be the last. But remember, this is one alarm clock that doesn’t have a snooze button. August 25 will be here before we know it. So no matter what is written between now and then, we should buckle our seatbelts for a unique and crazy ride!

- Meredith Stevens

Denver a one-horse town?

“A common assumption about newspaper markets is that the competition brought about by the existence of two or more daily newspapers in a market fosters diversity and competition of ideas and news coverage. This competition would include different types of stories covered by the separate editorial staffs, different emphasis given to stories of similar topics, different approaches to those stories and the existence of varying ideologies and topics on the editorial page,” (Rodgers, Hallock, Gennaria & Wei, 2004).

In the Aug. 1 issue of the Denver Business Journal, Mark Harden (Stop the presses? News, Post ponder future) addressed a wicked rumor weaving its way through Denver. The Denver Newspaper Agency’s two beaus – The Denver Post and Rocky Mountain News – could be in for a Bachelorette-esque elimination ceremony. [Cue muzak and host Chris Harrison’s helpful reminder, “There is one rose remaining.”]

In Harden’s article, he checks the pulse of the PR community and includes takeaways on the impact of a potential merger/acquisition between the two papers from Denver’s industry experts. Schenkein Principal and Co-owner Leanna Clark notes that “If a PR person is surprised that this might happen, they’ve been working under a rock,” and reiterates that Schenkein – like many agencies – has already moved to relying less on traditional media relations and more on PR nouveau (new media, et al) to communicate with key publics.

But is there more to losing a staple in the local (nay, regional!) media scene than an increasingly tightened pipeline to our publics? As Rodgers, Hallock, Gennaria & Wei succinctly stated, having two papers allows for a type of news competition that benefits everyone. While the Post and the News currently share printing and distribution costs under a joint operating agreement, their independence from one another is undeniable (legend has it that their newsrooms require a retinal scan for entry). Does this competition facilitate the democratic process by allowing no room for extreme lefties or righties? Can we expect writers in a new one-horse town to let biases fly? Beyond semi-selfish hand-wringing from advertisers and media mavens, what does this mean for the news consumer?

- Sara Antonio

Now for Step Two...

Not long ago, a blog entry appeared right here on Tracked Changes about what makes a good intern. As a current intern, I found the tidbits in the entry very helpful, but it also made me think about the next step…

Fresh off the heels of college graduation and a month into my internship with Schenkein, I’ve been brainstorming ways a PR youngster, like myself, will be able to stand out in the increasingly populated job market. We all know the importance of a stellar resume, cover letter and portfolio, but I thought of five additional things we should be doing to set ourselves apart:

1.) Internships: Plural. Most people will at least go for one, but multiple internships result in a variety of experiences. Without an internship, it is hard to come up with examples to answer questions during interviews. With internship experiences, it becomes increasingly easier to have a dialogue with the interviewer. Internships are invaluable when it comes to learning more about public relations than you could ever learn in a classroom and having tangible results to speak on during the job search.

2.) Network: Building one. Everything from newsletters I’ve read to people I’ve spoken with, it is obvious that networks play a big role in landing a job. Going to PRSA events and getting business cards as well as setting up informational interviews with various agencies/companies will help build that base. Who knows what opportunities could come from a 20-minute conversation or email correspondence.

3.) New Media: Learning it. Reading it. Writing it. It is becoming increasingly important to be aware of the types of media present on the Internet. As the next generation of PR professionals, we need to know the top social media outlets as they relate to our clients, how to pitch them and how to create blogs of our own.

4.) Comfort Zones: Stepping outside them. Taking on out-of-state internships. If you think you are set on an agency job, talk to someone in corporate and get his or her perspective. Check nonprofit job sites for entry-level positions with companies you can believe in. The experiences that come from taking risks will only help you grow as a professional and as a person.

5.) Reading: Everything. There is so much we need to be aware of as new PR pros. It is up to us to know the latest trends in social media, going green, the state of the newspaper industry and so much more. In addition to keeping up-to-date on daily news, we need to read the various PR newsletters as well as business publications. Taking all of it in will help us become well-rounded, prepared professionals.

So brush up on that summer reading, apply for fall internships, write that blog, seek advice from established practitioners. Good luck, from one fresh-faced PR newcomer to another!

- Robin Zimmerman, Intern

Chicago Not Withstanding The Storm

More news on the print industry-front – the Chicago Tribune will cut 80 positions from the newsroom floor by August, and announces today that editorial pages will become slimmer. This makes the fourth reduction in staff and size for the Trib. since late 2005, when about 670 folks made up this Windy city newsroom. Word is that not just the evolution of the news media industry is to blame here, it’s also the debt the pub’s parent company, Tribune Co., took on late last year.

Yes, we continue to see cuts just like this, from papers big to small across the country. With mixed predictions about the future of the industry, what changes will we really see in say, five years - 10?

Some will continue to shrink, some even may die, but those who continue to find effective ways to merge traditional and nontraditional media to best serve consumers will likely come out on top. Maybe it proves to be the time for all within the industry to start taking manageable risks to find out what will work to ensure survival, and eventually restore some level of bottom-line growth.

- Abbey O'Neal

Yelp if you like it, Yelp if you don’t

If you don’t know Yelp, you’re missing insider information. It’s a great online consumer guide offering reviews for all sorts of businesses and companies, written by the people, for the people. I find it most helpful for deciding what restaurant to try, which is why a recent article on how restaurants not only know they need a Yelp strategy, but actually have one, peaked my interest.

If you’re a business or PR/advertising/marketing professional, see if Yelpers have rated you or your clients because now is the time to determine a strategy. If you’re an interested consumer, take a look and get the scoop on what others before you have experienced.

- Meredith Stevens

Milk Does a Body Good

As a follow up to last week’s blog, Repercussions of Going Green?, I found an article in today’s New York Times to be an appropriate addition.

Hear ye, hear ye, milk now has a new shape when it’s delivered to your local Wal-Mart and Costco.

The new milk container is cheaper to ship, it arrives in stores fresher than the other designs, it costs less and it’s “green.”

So what’s the problem? Well nothing, if you don’t cry over spilt milk.

- Meredith Stevens

Repercussions of Going Green?

There’s an interesting article in today’s New York Times that discusses how the federal government is suspending any new solar projects from being built on public land until it evaluates the impact these projects are having on the environment.

Of course there’s two sides to this story… some appreciate the government for taking the time to measure the effect of large solar developments, while others believe the government shouldn’t get too wrapped up in its own bureaucratic processes and put a kink in the solar energy industry, especially at a time when our world needs to be harvesting natural resources the most.

Until now, it was unheard of to even question the power of going “green,” which also reminds me of a story I heard on a local radio station this week.

John Dale Dunn of the American Council on Science and Health, wrote an article on how hybrid car owners are trading in their “green” machines because it’s been bad for their health. Specifically, hybrid drivers experience exposure to electromagnetic fields created by the hybrid vehicle’s batteries, and has caused some drivers to feel drowsy behind the wheel and claim that the car raised their blood pressure.

I wonder if this is the next stage of the green movement, check yourself before you wreck yourself.

- Meredith Stevens