I have the best clients…

Four Lewis and Roca attorneys were recognized by the American Bar Association for their work with the Holocaust Survivors Justice Network (HSJN).  The Pro Bono Publico Award, is the profession’s highest recognition for pro bono legal work.  The firm’s volunteer attorneys are Gabe Beckmann, Sivan Korn, Emily Gubler Clark and Caryn Tijsseling. The attorneys have devoted numerous hours of time free of charge to work with survivors on the compensation claim-filing process. The Holocaust Survivors Justice Network is an international initiative established to assist Holocaust survivors in obtaining reparation payments under a program established by the German government.

Nice to have good news, given the recent tragedy at the Holocaust Musuem in D.C. and today’s announcement that Prosecutors in Germany have formally charged alleged Nazi war criminal John Demjanjuk with 27,900 counts of being an accessory to murder in World War II.

Pssst…I’m talking about you.

I read a blog post by Linda Vandeverde today at Valley PR Blog about the changing world of old school PR and this new social media covered by the New York Times in regards to PR in Silicon Valley.  So, it got me thinking this would make a good post on my own blog.  See, we’re not talking just Silicon Valley here. This new kind of PR is everywhere, the point Linda makes.

Yesterday I *twittered* that, as I was writing the marketing and PR plan for a new client, I realized that the days where social media had its own section in the plan are gone.

Instead, we are motivated to reach specific audiences in support of various strategies by incorporating both the real and virtual worlds. Why? Because people are having conversations instantly and shaping the way we think about other people and brands every single moment.  But haven’t we always done this? Of course.  But now, technology gives us the opportunity to share these conversations with others, around the world, instantly.  Not just with a few friends over long stretches of time.  Instantly.  Now that’s a helluva word. Instantly.

Social media–this hybrid between print and verbal communication– is fascinating.  Just this weekend, out with friends, many of them were taking pictures and posting them to Facebook, real time, and talking about where we were and what we were doing. All the while, they were mentioning the name of the restaurant and commenting on the experience we were having. This was all to the benefit of the restaurant whose owners had no idea we were talking about them.  Basically, free PR and advertising. And who doesn’t want that?  Hold that thought.

So this got me thinking: how will this new social media affect not just PR but customer service and experience marketing?  Is anyone thinking about that?  They should.  Because, the stakes are higher. Here is where every second you interact with your customer is more important than ever.  You can’t afford to give lousy customer service.  You have to back up your product and service and make the whole experience fun. Memorable.  Something to talk about.  Are you doing that? Are you sure?  Every second?  Every employee buys into that idea? Why?

Because that diner over there in the corner, the one siting by himself, is talking about you right now…with thousands.

Helping the Homeless Get a Job, One Outfit at a Time

Some people are impressive, and then some people are IMPRESSIVE. My client YourAutoNetwork.com and it’s owners are two of those people.

Husband and wife, Cary and Carole Lockwood are partnering with the Salvation Army to promote a month-long clothing drive for homeless families who live at the Kaiser Family Center, home to about 450 families a year. Okay, so a lot of companies give back. What’s impressive is that Carole and Cary have set up donation boxes at 50 of their member business locations. This means that they have personally driven to each location, set up a bin and are out there asking for donations…all by themselves. They have locations as far away as Surprise, north to Cave Creek, south to Queen Creek, east to Apache Junction and everything in between. That’s a lot of driving. The Kaiser Family Center is also about commitment.  Residents are required to find work within 2 weeks of residing in the shelter. To assist them the Center provides services designed to get them moving forward quickly.  In that spirit, the donation drive is designed to find clothes suitable for residents to wear on interviews and hopefully to land that job. The clothing is also needed to supply them with day to day work clothes.  Wanna help? Click here for drop off locations.

Susan Felt of the Arizona Republic did a compelling story about the Kaiser Family Center back in January.  I’d sure love to know where those families are today who Susan met.  They represent but a few of the families who are collateral damage from the “economy of greed,” which will forever be identified with the new millennium.

Back to Carole and Cary. Philanthropy seems to be a natural extension of their business philosophy .  YourAutoNetwork.com was founded as an online directory where consumers can find the best automotive related companies in the Valley, and I mean the best. Unlike other directories that let any company buy onto their listing, YourAutoNetwork hand selects only those businesses that been in the Valley for at least 10 years, carry an A rating or better from the Better Business Bureau and also pass a rigorous vetting process. Any hanky panky and you’re out, period.

By the way, the listing is free to access by consumers. So instead of seeing glowing reviews by people who could be a repair shop’s wife, cousins or friends, you’ll find very few comments from consumers.  Instead, there are straight forward facts and the reasonable assurance you’ll find a business you can trust.

Cary is a former GM Engineer who has spent his life making sure cars are safe. He also hosts a car-talk radio show on KXXT AM and KXEG AM.  He’s a one-man ‘click and clack’ with just as much energy and humor as the other, well-known pair.  Check him out, he’s very entertaining.

I have the best job in the world.  I only work with interesting people who know that my job is to tell great stories.  I don’t sell anything.  I like to think that I make the world a better place because I connect reporters with people who have great stories.  I’m just the guy in the middle.  And to anyone who’s thinking this is very Polly Anna of me, as Robert Ruskin said: “The highest reward for a person’s toil is not what they get for it, but what they become by it.” Me, I’d rather surround myself with people who are always becoming.  Don’t you?

One of my favorite things I’ve seen this year

This is a photo of an alien abduction lamp. I love coming across things that make me smile, no matter how hectic my day.

My Top Five Tips for Social Media

In social media, there are “rules of engagement” like any other type of social interaction. These common-sense rules are a must when engaging others and building an audience. It’s best to think of this like you would a networking event or a party. Would you approach someone, interrupt their conversation, start talking about yourself or selling your product with no introduction or relevance at all? Unlikely. So too, your foray into social media requires you to behave yourself.  Remember, people can’t see you or hear your voice (video cams/chat aside).  They don’t know you are a fun, likable person. So, you could be putting your virtual foot in your mouth so to speak. The appendage, a fait accompli in your social faux pas.

With that, here are my personal views about online interaction.

1. Be relevant (on topic)
2. Be timely (don’t go back to a conversation from four days ago and comment)
3. Be respectful (don’t jump in on other people’s conversations unless you are really good friends)
4. Be thoughtful (share insight, news people can use).
5. Be lighthearted (share anecdotes, funny stories completely unrelated to you or your brand)

If you follow these sensible rules than you will know instinctively when you can safely interject stuff about you and your brand.  Toot your own horn when you feel it’s worthwhile or newsworthy.

Whether you are on Facebook, Twitter or other social sites it’s important to remember that you only get one first impression and you can quickly become irrelevant and even annoying if you diminish the value of others around you.

And folks, please don’t share with us how many followers you have, what your twitter rank is or how many friends you have on Facebook.  Popularity grows from the value of your interaction, not the number of people who follow you.

These suggestions apply mostly to business and brand interaction with audiences though common courtesy is appropriate in any situation.  See you online and I can’t wait to see what you have to say.

Take the Shop Local Pledge

Click here to view and print the ticket

PLEDGE: YES! I understand that my dollars can help build a sense of place, a higher quality of life and a stronger economy!

I hereby take the pledge to buy locally during National Independents Week, June 29 through July 5, to help celebrate the diversity and vibrancy that makes me proud to call Arizona Home.

Don’t you feel better already?!

10 Tips for Shopping Local

Thank you for taking the pledge to shop 100% locally from Monday, June 29 – Sunday, July 5. With a little planning, you’ll find simple, local solutions for your every day needs.

1. Plan your week:
List all the things you do on a regular basis – lunch, groceries, etc. – and figure out a local alternative to the usual chain coffeehouse or mega-mart

2. Check out the Golden Coupon participants and download your ticket to saving 20%: Can these businesses help you hold up your end of the pledge this week?

3. Download the Small Wonders map for shopping and dining destinations in Central Phoenix.

4. Ask friends, family, colleagues for local recommendations.

5. Review the Top 10 Lists of Favorites from Arizona leaders for their recommendations.

6. Visit a Farmer’s Market to buy locally grown produce this week – or visit the Arizona Farm Bureau’s www.fillyourplate.org website to find local farmers and ranchers.

7. Look for the round, black and red Local First stickers in store windows to be sure!

8. Check the labels on the products you buy at local stores – and see if these items are made or grown in Arizona to double your impact.

9. Always use the serach directory at www.localfirstaz.com to look for products and services in a variety of categories and search by keyword, city or ZIP code.

10. Tell your friends and family that You’re Going 100% Local and ask them to join you!

The Value of Cross-Promotion Devotion

I love it when I get to work with smart people who understand the incredible value of cross-promotion where there’s no need to ask for monetary gain or inserting speed bumps that prevent the experience from being fully celebrated.

Case in point, I approached Carrie Law at ASU Gammage auditorium about a cross-promotion with London Luxury Car, a unique (in this context the word is appropriate) limo service comprising two genuine London cabs, tricked out and named “Penny Lane” and “Abbey Road,” that service the City of Phoenix and surrounding areas.  The idea was to provide one lucky winner two free tickets to Chitty Chitty Bang Bang as well as being transported to and from the theater by London Luxury Car.

Carrie loved the idea, and advised that they would promote the contest in their newsletter mailed to 65,000 or so of their subscribers.  She also suggested we bring the cabs to an upcoming press event and even repeat the promotion when Mary Poppins arrives at Gammage in February 2010.

We, of course, were elated.

Linking brands and creating fun promotions are what generates interest and word-of-mouth discussion among consumers.  Its power can be extraordinary. So too are the people who recognize these opportunities, seize them and honor them with the celebration they deserve.

NEGLECTING YOUR CAR COULD LEAVE YOU STRANDED WITH A BIG REPAIR BILL

By Tony Arranaga for TFPR & Marketing

Whether you’re facing temporary unemployment or leaving on an extended summer vacation, consumers in the Valley are being warned about a potentially hefty repair bill once you return to your parked car and put the keys in the ignition.

A local automotive consumer advocate says leaving your car a week or two is not that big of a deal, however letting a month or two go by without use and that’s when you want to take certain things into consideration.

Cary Lockwood, founder of Your Auto Network, is a senior engineering technician who spent years testing cars at GM’s Proving Ground in Mesa, Arizona. Lockwood says taking a few simple precautions before parking the car for an extended period of time could save you hundreds, if not thousands, of dollars down the line.

USE A GAS ADDITIVE

Believe it or not, gas goes bad. Whether it’s regular unleaded or super unleaded, gas will lose some of its properties over time. This is why Lockwood advises using a product called STA-BIL (about $14 on Amazon.com) – an additive that helps preserve the fuel in your tank. Leaving your car (and gas) to sit without the additive could do damage to your engine at first start up. “I’ve heard people going awhile without using the additive,” says Lockwood. “But do you really want to roll the dice?”

Lockwood also says you shouldn’t park your car with an empty tank. The best practice is to leave plenty of gas in the tank. When you get back behind the wheel, drive the car around for a bit, and then top off the tank to inject some fresh gas into your vehicle. Lockwood also advises going easy your first time out with a cold engine.

THE OTHER POWER SUPPLY

Lockwood says some cars may have battery problems after a long vacation. “Newer cars (1981 and newer) have battery draw problem because of onboard controllers that maintain a slight draw on the battery,” says Lockwood. A suggestion here is to disconnect the battery, or maybe invest in a battery tender which is a device that connects to an outlet on one end, and clamps to your car’s battery on the other. A word of caution here: if you do not know what you’re doing, have someone help you! Obviously the voltage can be dangerous if not deadly.

DON’T FORGET ABOUT THE OIL AND FILTER

Lockwood says it’s a good idea to change both oil and filter before you go on an extended vacation. You may even consider switching to a synthetic oil if you’re not using one already. Bottom line, synthetic oil lasts longer and flows better. The lube may cost a bit more, but Lockwood says it will help your fuel economy and let you go longer between oil changes.

THE FLAT SPOT

Tires that sit for any length of time can get a flat spot. Basically, this is the spot where your tires rest on the pavement. Lockwood says this flat spot may go away with a heat cycle – or driving your car around for a bit. Prevent the flat spot by checking your tire pressure and filling your tires with air if needed. An extreme remedy would be to rest your car on jacks while you’re gone.

WHILE THE CAT’S AWAY…

Mice like to play in the engine compartment of parked cars. Lockwood says for some reason, mice are attracted to the bright colors of some of the wiring. If you can, try parking your car in a garage. Not only will this help prevent any mouse malfunctions, it will also protect your car against the elements.

Taking these simple precautions before parking your car for an extended period of time could help save you money in repair bills in the long run.

Tony Arranaga joins Tony Felice PR & Marketing

Tony Arranaga
Advisor, New Media

Please join us in welcoming our newest team member, Tony Arranaga.  Prior to joining our company, Tony was an on-air reporter with ABC-15 where he helped KNXV-TV grow a morning show audience.  Popular with sources and viewers alike, Tony has a talent for finding the right stories that appeal to viewing audiences. Whether reporting on consumer alerts, breaking news or lifestyle segments, he has a talent for connecting with viewers and bringing his likable and relate-able personality to the story. Since 1995, Tony has worked in television newsrooms around the country.  He started his career on the assignment desk at the West Coast Bureau for ABC News in Los Angeles, then spent several years covering politics in both Tampa and Washington, D.C. before landing in Phoenix and joining KNXV-TV.

Tony will work with clients to develop public relations strategies, coordinate stories with the news media and advise clients on new media including viral marketing and social media.

Tony’s new passion is mass transit and blogs about the light rail system in Phoenix and his experiment with living car-free in the desert.  He’s also developing a website on healthcare.  Tony has a degree in Journalism and Political Science from the University of Arizona.  Tony was born and raised in Los Angeles, CA.

Feeding Frenzy

We all need to eat
With swollen bellies
Devour as much as we can
From life

No regretful moaning bitchiness
Tongue depressed silence
Or falsified testimony
Will ever replace the simile substitution
Of honest living
john doe plain and tall and simply stated

Colors one by one
Are more brilliant than tumbled hues
Begging for noticed complexity
But are really just empty and stupid

We all need to eat
And grab what we politely can
And taste what comes
Preciously
and fatten ourselves with
all we see and then some

Tony Felice