INK PUBLIC RELATIONS

With just a little over a week until the Austin Marathon and Half Marathon, the INK Public Relations running team is laying out the race day wardrobe, making a shopping list for their pre-race dinner and deciding where to have the post-race pint. OK…so maybe that applies to just me. Baby news, injuries and life’s other priorities have dwindled the “running” portion of our team to yours truly. Arguably, everyone ultimately pounds the pavement alone on race day, but it always takes a team of supporters, goals and inspiration to ensure every runner finishes strong. And that will certainly be the case with our running team, come February 14. Even though I may be the only INKer spotted on the marathon course, keep your eyes peeled for my “team mates” at the Blue Dog water stop and along the course cheering everyone on, especially those running for Blue Dog Rescue . And where will I look for inspiration? Of course, to of all the homeless dogs that will find forever homes because of the money raised in the marathon. To that end, INK has committed to match every dollar I secure up to $2,500. So help me out. I want to not only cross the finish line with a smile, but $2,500 richer for the wards of Blue Dog Rescue (you can donate under my name here: http://www.bluedogrescue.com/marathon.htm).

And I would be remiss to not give a special shout out to my original running buddy, the one who got me to lace up my sneakers in the first place and developed my soft spot for the canine kind…the only and only Luckstepper.

In April of 2006, I started looking for a rescue puppy.  My husband and I wanted a dog and we knew we would get a rescue dog – there are just too many puppies out there that need love to go buy a dog.  I looked through several rescue organizations looking for that puppy that spoke to me – this is tough, because they ALL speak to me.  I want them all.  But one fateful day I was looking on Blue Dog Rescue’s website and I stumbled across this face:

Shamrock, Blue Dog Rescue

I mean, are you kidding?  Clearly this little magical one-eyed-wonder needed to be spoiled for the rest of his life. Seriously, just looking at this picture brings tears to my eyes.  I called BDR, filled out the application, passed an interview, scheduled an in-home visit…and Jenny with BDR brought the love of my life to my house.  Shamrock, who had been thrown out on the street with a severe eye infection, became Jack, my one-eyed pirate puppy.

When the opportunity presented itself to run the marathon for BDR in 2008 and raise money, I was all over it. Even though I can’t run this year, I will still raise money for this fabulous cause. And when I come knocking on your door asking for money, I might just bring Jack along – because you might be able to say no to me, but trust me, no one can resist Jack’s adorable wink and infectious attitude. And if you ever wonder if your money is going to actually save these dogs – just look at my little man. He is living proof that BDR is changing the lives of these dogs and the lives of those people lucky enough to adopt their new best friend.

I’m proud to say that I‘ve been a loyal member of the “real world” for almost two years now. It seems like almost yesterday I was regularly eating ramen noodles for dinner while cramming for mid-terms and preparing for that ever-so-crucial PR presentation.

During my freshman year of college, I often wondered where I would be in the next 5 years. Well, here I am—working at a great job, with great people, for fun clients in a great city. How I got here can only be attributed to hard work, dedication, and a little stroke of luck. Nevertheless, I’m grateful.

It doesn’t seem to at the time, but college really does prepare you for the real world, as long as you’re open to it. Of course, working definitely comes with much more responsibility, but it was those years of hard work in school and internships that brought me to where I am today and made working seem to come naturally. I’ve listed out a few lessons I’ve learned in the classroom that have popped up in some of my real-world experiences. Enjoy.

Group Projects: Earlier this week, Julie and I completed our first successful presentation together, learning from each other while also sharing the stresses of meeting our deadline. It’s nice to work with someone who is just as motivated as I am to get the job done, where neither of us had to worry about pulling more weight than the other. This situation was all too familiar and reminded me of my PR Campaigns class, where my team and I created a PR campaign that was entered into the Bateman Case Study Competition. I forgot how many long hours, hard work, and great collaboration it takes to deliver a successful end result. Our team received Honorable Mention—but who’s bragging? J

Exams: The glory of the real world is that there are no more tests—in the literal form at least. However, we’re tested every day, in a different way. I studied hard for my exams, and made sure I always came out with the coveted A, but honestly didn’t see their importance until I ventured out on my own. Those exams in college were meant to enhance my critical thinking skills so that one day I could apply those skills without the help of a #2 pencil and a scantron. I’ve been tested every day since graduation— what’s the best answer to this question, how can I solve this problem with the resources that I have, who is the best contact to reach out to—all questions I’ve answered before and am still answering now. Sorry kids, the real world comes with tests—they just don’t contribute to your overall GPA anymore.

Homework: Ah, the infamous stresses of homework. I remember loathing professors who assigned homework over long weekends or term-papers over holidays. Then I remembered that I had weeks to write that 15-page research paper, but choosing to write it 3 days before seemed like the best idea at the time. I’ve learned from my many all-nighters and countless hours of homework that budgeting your time well is incredibly important and something that I’ve successfully applied to my real-world experiences. In truth, the working world doesn’t assign you homework—you assign it yourself. When days are busy, I still occasionally come home with work and that’s okay because I know that I’ve used my time wisely. In fact, I love having the option of knowing that if I need some extra time to meet a deadline outside of my 9-5, I have it. Let’s face it—college students are use to much worse: all nighters filled with bad food and strong coffee for an 8 a.m. test—not something I’d like to relive again.

Surprisingly, my transition from college to the real world happened smoothly, with few bumps and some great learning experiences. I wondered what I did to deserve such a great segue to the rest of my life and I realized that it wasn’t just that I deserved it—I was also well prepared.

This past weekend, I participated in my very first race. Needless to say, at my 12-minute/mile pace, there was absolutely no “racing” involved for me, but hey – we can call it one anyways.

The annual race, hosted by Gilbert’s Gazelles, is called “Run for the Water” and its purpose is to raise money for clean water for the people of Burundi, Africa. Because it is for a wonderful cause and I wanted to feel what it was like to run in a real, organized, professional race, I signed up. Almost 2000 people participated that foggy, humid morning, but on that track it felt like it was just me.

Since I started this whole running thing a couple of months ago, I have been training for this 5K. Because it is a relatively short distance, the training wasn’t very rigorous and I felt pretty prepared for that Sunday. Although I had done most of my running on a treadmill, I had comfortably run 3.1 miles before so I was confident that this race would be no different.

How wrong I was!

Running outside makes a huge difference! Not only do you have to battle the elements, but the surface terrain and “hills” too! I’ll tell you…I have driven on that stretch of Mo-Pac and Cesar Chavez a million times, but definitely saw it in a new light that morning. It was rocky, hilly and loo-ooo-oong!

However, even though it felt like it was just me out there, I was surrounded by tons of support. There were, of course, those that have been running their whole lives, but around my pace group it seemed like we were all beginners and we all motivated each other to keep on (as Beth says) “putting one foot in front of the other.” Though the air was humid and the water breaks were few, we all kept going until the finish line. It was that sense of individual accomplishment and team camaraderie that pushed us to the end, and it truly felt great.

I think the race really put the half-marathon in perspective. Here I am – sweating, panting, exhausted at only 3.1 miles and I am going to have to run THIRTEEN in February?!

Oy.

But at the end of the day, I really did feel great at the finish line and I know that if half-marathons were easy then everyone would do them. It is going to take a lot of work to get to the finish line in February, but I know that my sense of accomplishment will be that much greater, too. A couple months ago, I could barely run even one mile, so I know that I have already come pretty far.

I just have to remember to keep going, keep trying and just take it one step at a time.

Three years ago I laced up a pair of running shoes, connected to a Nike+ and decided to become a healthier version of myself.  In April of 2007, I could not complete a mile without collapsing, out of breath.  By July 1st, I could comfortably complete a 10k (6.2 miles) and on July 16th I ran my first 5k under 30 minutes. I signed up for the Austin marathon and a little less than a year after I started running, I completed my first marathon in the slow, but completely average and acceptable time of 4:43.

I was giddy after crossing the finish line.  I cannot explain the high.  I called my older sister, who has always been a runner, but had not completed a marathon, to tell her how fabulous it went, how great I felt, how I could run another five miles and I would be fine.

And her delightful (and predictable) response was, “Well, did you really run the whole thing?  Or did you walk some?”

“Well, I walked through some water stops – it is hard to drink water and run at the same time.  And there was this one hill that beat me, I had to walk a few steps there too, but…”

“So, yeah, you didn’t really run the marathon then, huh?”

Sibling rivalry at its best.

Earlier this year my sister completed her first marathon (and she did beat my time by about 20 minutes).  First thing I asked her when she crossed the finish line (I flew to Maryland to run the Frederick half while she was running the full) was, of course, “Did you run the whole thing?  Or did you walk some?”

“I walked – I was an ass.  And this was the dumbest thing I have EVER done in my life.”

She didn’t have the same positive experience I did with my first marathon – she could not have run five more miles – no way. But I had flown all the way to Maryland to run with her, so clearly, someone owes me a favor.  This year, for the Austin marathon, which I will have to sit out due to some family expansion (my little boy is due 3 weeks prior to the gun and I hear I won’t bounce back quickly enough to bust out 13.1 or 26.2), I have recruited a ghost runner.  Blake will be running for the INK team in my place, so I can help raise money for Blue Dog – I called in her debt.

What she doesn’t know is the Austin elevation is a beast – I guarantee you the same hill that bested me will annihilate her.

Blake and I prior to the gun at the Frederick Marathon.

Teacher’s pet? Absolutely. Choir geek? You better believe it. Athlete? Oh, heck no.

The worst of all of my P.E. experiences growing up was running. I HATED running. Get this picture. Girls’ athletics. Seven in the morning (at 13 years old, it felt more like four in the morning). Humid (and for a girl with curly hair who consistently wore it straight, this was a near tragedy). And a gym teacher, who ran around the Cinnabon kiosk more times than she had ever run around a track, swinging her stopwatch around her corpulent wrist and barking orders.

My smile dropped, my brow began to sweat and the pain in my side was already starting to sear. It was time for the mile-run.

I usually sprinted the first quarter mile, walked the second quarter while gabbing with friends, maybe jogged the last two just to get it over with and get back to the locker room with enough time to spray on some Cucumber Melon body splash to disguise my failed athleticism. Thirteen minute mile? Not great. Probably at the bottom of “preferred” physical fitness. But, whatever, I’ll take it. At least it’s over.

Essentially, I hated running and couldn’t fathom why anyone, in their right mind, would want to this for (gasp) FUN?! Running is exhausting! You have to go FAST and beat the right time on Coach’s stopwatch to be a “good” runner, right?

Then, I grew up. I graduated from college and got a job and found out that my new co-workers at INK actually LIKE this running thing and began to actually ENCOURAGE me to become a runner. So, one day, after having a discussion with Beth (INK’s premier marathoner – seriously, this girl is the real deal), I decided to give the half-marathon a shot. After my first few test runs, I realized that my P.E. teacher had it all wrong. Running (or even jogging) doesn’t have to be this dreadful, exhausting, painful experience. It can actually be therapeutic, relaxing and, dare I say it, fun.

So, I am giving the half-marathon a shot, partly because I think it’s wonderful that we do this for charity (and I love dogs!), but also because I want to prove to myself that I can do it. I want to get in shape and kick my own butt. As long as I can stand on my own two feet, I want to use them (and the rest of my body) to the best of my ability. Let the training begin!

Riley, my canine inspiration.

I am pleased to officially introduce the INK running team. At INK, we continually strive to maximize efficiency. To that end, the idea for our running team was born at a company offsite many months ago and combines our love of the following:

Running: The love for running has spread virally among our group. I credit Blair Poloskey for introducing the bug. On her own will, she trained for the 2008 Austin Marathon. A self proclaimed “non-athlete,” she kicked that marathon’s booty and inspired yours truly to check out the pastime of putting one foot down in front of the other in a rapid fashion. The following year, I followed in Blair’s footsteps (pun intended) and bagged my first marathon medal in Austin. INK co-founder Kari Hernandez acquired a taste for the race with her first half at the same event. We continue to bring others into the fold.

Dogs: Blue Dog Rescue (BDR) is an Austin-based volunteer organization whose purpose is to end the needless killing of homeless dogs. To date, BDR has rescued 1,500 dogs including our own beloved Jack, who belongs to Blair. BDR dogs are fostered in private homes where they receive basic obedience lessons, house training and socialization skills until their permanent homes are found. Fosters receive full health exams, vaccinations and are spayed and neutered if necessary. Sadly, many dogs arrive with horrible and heartbreaking problems (heartworm positive, mange, burned or hit by cars). BDR covers the cost of needed medication, treatment and surgery. Funds are generated only through donations, fundraisers and adoption fees. Because of our love for dogs, the INK running team will pound the pavement to raise money for BDR. The team makes its debut at the 2010 Austin Marathon, but we plan on running in other races (like BDR’s own Run for the Rovers 5K) and supporting BDR in a variety of ways to generate much needed funds for the organization.

INK: To be honest, the running bug has not bitten quite EVERYBODY at INK but that does not mean we can’t throw our whole company’s support behind the BDR cause. Come February 14, 2010, expect to see Julie, Kari and myself on the Austin course. Who knows? We may recruit a few more colleagues yet. But those not lacing up their running shoes that day will be on hand volunteering at Blue Dog’s water stop and we will ALL be encouraging people to donate on our running team’s behalf. If you are interested in supporting our efforts in the 2010 Austin Marathon, please visit http://www.bluedogrescue.com/marathon.htm. There you will see our INK runners’ names and you can donate to any one of us. And certainly stay tuned to this blog to hear more from each of our runners about our training. We will have different perspectives as the experience will have unique meaning to each of us (more to come on that).

A common issue arose from the topic covered in yesterday’s post (re Nuventix in Scientific American) – what is the value of print vs. online coverage? Many of our long-standing tech clients still strongly believe that print is where it’s at and while I too have caught myself being a bit “old school” on certain topics, this is not one of them. While print stories make for good wall-mounted displays, online coverage is out there working for you, connecting the dots between PR and its impact on your business. Four reasons why online is king:

1) Online usually gets more eyeballs. In the case of SciAm, over 3x’s as many (2M unique monthly website visitors compared to 607K monthly print subscribers)

2) Online supports a company’s SEO objectives. Yesterday, when the Nuventix SciAm story hit, the company realized its 5th highest website traffic day ever.

3) Online can be “pushed” to more eyeballs than just the base website’s visitors via social media tools. The initial Tweet that went out from @sciam on this story reached 42,229 people, according to TweetReach – and that’s just one tool, one avenue.

4) Online has longevity. Last month’s print issue will be recycled when the new one arrives – online stories live on in databases much longer.

You tell me – still jonesin’ for that framed art for your office wall or are you more interested in marketing that contributes to the bottom line?

Very thorough, and interesting, story out today on our client Nuventix in Scientific American. Nuventix takes a unique approach to cooling down hot LEDs – a required part of the process if we all want to go green and be more efficient in our home (and commercial) lighting schemes. SynJets are essentially synthetic jets, using the same air moving process that jet airliners do to keep us in the air, only these move the air to cool hot LEDs.

From a PR perspective, this story represents the full process of what we as PR folk go through to secure coverage of our clients. Here’s how it worked:

Initially, I was reading up on Scientific American as a good fit for such a story and noticed that writer David Biello had written a story on LEDs with one line referencing the heat problem (but not a solution). I shot David a note re the missing piece of his story being Nuventix’ approach – the SynJet, and further checked him out on Twitter (interesting guy, covering quite a few topics close to my heart including clean energy (or our lack thereof!)). David and I maintained a conversation via email from April until August when he returned from paternity leave (congrats again David!). When he was back in the office, he passed on the Nuventix information to Larry Greenemeier who just so happened to be working on a synthetic jet story. Larry and I had recently worked together on a story for a different client and I must say it was a joy to work with him again – he knows his stuff. Interview happened, customer reference was secured, demo and images sent out, facts verified and ta-dah! Here we are today with a story that’s interesting to Larry’s readers and shines a light on the very cool, and unique, technology of our client.

These are the days that we do see the fruits of our labor – my favorite days for sure.

…be ready to dress as if they were headed to the Kentucky Derby.

Based on what I am hearing from friends and experts in the broadcast journalism field, more than ever reporters in this industry must wear many hats. As people increasingly turn to the Internet as their source of news, broadcast news organizations must ensure they maintain or grow their audience by hitting eyes via this medium. For the broadcast reporter (already a profession notorious for impossible workloads and timelines), the growth of the Internet is just another task on their massive daily “to do” list. No longer is the reporter simply creating stories for their TV newscast. Sure, they still do that, but now they are also creating a web version of that story and on top of that more of these journalists are expected to shoot and create web video to accompany online stories. And let’s not forget that the demand for turnaround on these online stories are as about as close to “real-time” as you can get. As if that was not enough, the rise of the Internet and in turn social media is demanding broadcast reporters develop a social media presence.

As PR professionals, keep this in mind when pitching broadcast reporters. Let them know you are savvy to their plight by indicating resources you can provide for any medium where they will publish their story (Online? No problem…here are web-ready images. TV? No problem…here is b-roll. Tight turnaround? No problem…here are stats and my spokesperson is at the ready). Don’t be afraid to suggest how they could tell your story on camera. For one client, we actually shot our own video of how the story would look on camera and received a great response as a result. Basically, put yourself in the well-worn shoes of these overworked souls and pitch accordingly.

Personally, I intend to learn more by following the blog of Elise Hu, a local TV news reporter who is venturing out in a new role as a multi-platform reporter for The Texas Tribune. Hopefully, I will pick up some insight in order to more effectively pitch the modern day multitasking broadcast reporter.