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.

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).

News is a commodity. However, the average person may not agree. You may see news as an unalienable right – a piece of public property that can and should be consumed by the masses on a daily basis. But to news organizations, like Austin American-Statesman, KXAN-TV, NPR, or even Perez Hilton, lots of money is made from news every day. The money, of course, comes from many different pockets – subscription services, ad revenue, charitable donations, merchandise sales, etc. Though the news is out there, we must view it through these media filters – and the color of that filter has always been relatively green.

This is a bow-on-top view of how the news industry has profited over the last hundred years. But, as we all know, the world is changing. So news organizations have to change right along with it.

Monday, INK sponsored a Social Media Breakfast at the Statesman offices. The discussion focused on how news and social media can combine seamlessly to bring news to the online community. However, an important question was raised during the conversation that got me thinking: “How can news organizations use social media to make money?”

This question has plagued many print newspapers as they have shifted content to the online space. It is easy (and free) to go on Statesman.com and read headlines on the topic of your choice – whether it is UT Football, K-12 education, or simply how to be a good mom. With this content right at our fingertips, more and more people are getting their news online, which means print subscription services are plummeting. Yes, the economy is part of it, but a changing media landscape is also to blame. Reporters are still writing, calling sources, researching, fact-checking and editing. The labor is consistent. In fact, with more layoffs occurring, reporters now have to work even longer and harder to make up for the HR changes. But are news media companies seeing the same profits? Answer: no.

Now, news content is infiltrating social media as well. Almost all of the major news sources have a Twitter account and consistently update it with breaking news stories (i.e. more time being spent by reporters). However, the difference between this form of readership and viewing Statesman.com is revenue. Sure, it would be great if everyone read headlines on Twitter and then linked to the corresponding web page (and then became so enamored with the publication that they bought a year subscription), but is that really happening? Or do followers simply read the tweet, re-tweet it, and be done with it? And if they are doing the latter, what has the Statesman gained by tweeting the news at all? Certainly no advertising or subscription money – but isn’t there more than just money?

The panel spoke of qualitative results. If “tweeps” follow @statesman and see them as a trustworthy news source, they are gaining an audience, credibility and a brand for themselves. This is definitely important in the social media sphere. Having a presence there means having a presence with millions of plugged-in consumers and thus building a positive brand reputation. But is it a smart business move? Does it contribute to the bottom line?

At first, the answer may be no, but that is a tricky question with a lot of marketing decisions. The Statesman seems to view its social media presence as more of a PR move, rather than a for-profit move. The company wants to build community and personality. It wants to be a news source that is more than just headlines, but a trusted friend. For those goals, social media is the perfect way to go. Rob Quigley, the social media editor at the Statesman, compared social media to a new version of “Letters to the Editor.” The feedback is now instantaneous. Social media gives readers a voice and an opinion. It creates a dialogue. Rather than simply consuming news, they can interact and help shape what they read. From what the panel described, the reporters like it too. They can receive tips, photos and inside information from readers, and can use social media to find the perfect interview candidate for a specific story. Though the endeavor may be labor-intensive, these panelists found social media to be one of the more fun aspects of their job.

From a business standpoint, the venture may be costly, with little up-front profit. But as with other successful marketing/PR efforts, the money will come. Consumers will almost always support a brand if they are truly loyal to it. A social media endeavor may not bring a company a ton of money at the start, but the value of a positive and sustainable relationship between a news organization and its constituents may turn out to be truly priceless.

Perhaps you have heard about it in the classroom, around the water cooler or at family gatherings, maybe on the news, or in emails or text messages. This new social networking craze is sweeping the nation, the blogosphere, and even Hollywood:

Twitter.

To those of you who might live in the outer regions of Nowhere, the word “Twitter” may still exist in your mind as an onomatopoeia that birds utter. But for those living in the web-crazy times of the 21st century, Twitter has turned micro-blogging into a mega trend.

So why are so many bitter about Twitter?

Many reports state that companies and individuals are still skeptical of the new form of social media. Last month, the editors of the New York Times’ blog “You’re the Boss” posed this question to its readers: “Do You Still Think Twitter Is Stupid?” Of the 104 comments, some called Twitter “a little too Big Brother for me,” “dumb” and “worthless.” Still others said it was simply a “novelty” and will “fade into the blur that is the interWeb.” Though many of the comments question Twitter’s effectiveness and uniqueness, companies like Starbucks, CNN and Whole Foods have experienced quite a bit of success on the site. So, what’s the catch?

One explanation could be sheer numbers.

Twitter’s website attracted a total of 44.5 million unique visitors worldwide, according to a report by comScore in June 2009. One month later, the Washington Post reported that Twitter gained 21.2 million unique U.S. visitors to its Website in the month of July. With numbers like these, companies who decide to opt out of using Twitter for its perceived “drawbacks” might be missing out on a lucrative marketing advantage.

At INK, we view Twitter (and social media, in general) as a huge PR opportunity. The social media world is simply a “third space” – or rather, a channel or environment in which members of the community congregate to share information, news, or maybe even a casual conversation. If a company were to ignore the millions of visitors logging onto Twitter every month, it would be doing itself a huge disservice. In public relations, we are always trying to get the message out – whether it is on television, in newspapers and magazines, or on blogs and online. This forum is just another one to add to the list. In addition, social media offers companies a chance to be more personal than other kinds of media. CEOs can “direct message” (or “DM”) his or her favorite reporters and follow up with them about a story, or a customer service representative could respond to questions or complaints about a product. Of course, social media is not for every company and there are definitely “best practices” to follow when engaging in the online arena. That’s a post for another day.

For those that are still hesitant about Twitter, I recommend jumping in head first and just reading a few sites (if the companies listed above don’t tickle your fancy, Ashton Kutcher or Oprah’s Twitter pages might). Get a feel for it and maybe set up a personal account before presenting the idea to your CMO. Once you participate in a little tweet-and-greet, you may just find yourself hooked.

I’m a huge Food Network fan these days – ironic, since I don’t cook a lick. Hubby thinks it means I’m going to bust out with a gourmet meal any day now, but it really just means I find these people fascinating. Take for instance Duff Goldman, chef and owner of Charm City Cakes – and star of Ace of Cakes. Last night I caught his Chefography – fascinating stuff. Duff has found his calling in life and he didn’t do it by waking up and thinking “I want to decorate cakes when I grow up!” Instead, he cultivated the things in life that he loved to do – art in high school, cooking thereafter – worked hard, took internships and lower paying jobs to make sure he could spend his time doing what he loved, and then one day he made a cake for a friend’s wedding. And someone said, “Dude, you should really make cakes for a living.” And he thought, “Yep, I should!” and an entrepreneur, star and all-around happy guy in his chosen profession was born.

To me, doing what you love everyday is the key to happiness. Because man, if you’re spending 40 hours a week doing something you hate, you’re a miserable human being and who wants to be (or be around) that? And what I learned from Duff is that it’s a journey, not a destination, to find that thing. So get on it.

We believe in empowering each other, our clients and our community.
We believe in long-standing relationships.
We believe in quality over quantity, simple and direct messaging, and a balance of strategy, creativity and common sense.
We believe in loving our jobs, which can only come from work/life balance.
We believe in keeping an open mind and finding new ways to do things.
We believe in hard work and smart work.
We believe in giving more than you get.
We believe in Austin, dogs, babies, color, laughter, beer, Bluetooth, running, wine, sushi, queso, sustainability, gelato and pushing ourselves to be the best.