At LANE PR we love it when The Pew Internet & American Life Project comes out with a new report.  The latest, “Understanding the Participatory News Consumer,” reports that while television is still the biggest source of news, the Internet is now number two, ahead of print and radio. 

This is big news.  The rapid rise of mobile technologies, broadband access and social media sites like Facebook, Twitter and YouTube have created a news kaleidoscope that shifts in real time.  As the report says, this kaleidoscope is “Portable, personalized and participatory.” 

I encourage anyone involved in marketing or driving sales for a business to read the report and consider how these shifts in the making and sharing of news are impacting your business today, and how they might in the future. 

Key stats from the report:
1. TV is still the biggest source of news (78% of Americans say they get news from a local TV station), Internet sits at second place (61% of users get news online), ahead of radio and newspapers.
2. Three fourths of the people (75%) who find news online get it either forwarded through e-mail or posts on social networking sites.
3. Half of them (52%) forward the news through those means.
4. 59% of those surveyed get news from a combination of online and offline sources.
5. Nearly half of Americans (46%) claim they get news from four to six media platforms on a typical day.
6. Only 17% — claim they read news in a national newspaper such as The New York Times or USA Today
7. Very few people nowadays (7%) are getting information from a single media platform.
8. Thirty-three percent of cell phone owners now access news on their phones
9. 28% use personalized news, meaning they have a customized page that includes news from sources they’ve chosen.
10. News consumers today participate in the creation of news; 37% have contributed to news creation, commented on news or shared it via social media sites such as Facebook or Twitter. 

For the full report, click here.

A massive online movement has taken place over the past 24 hours via Facebook, Twitter and other social forums where people shared their opinions on the Leno vs. Conan vs. NBC controversy.  The media is reporting that tens of thousands of people took part in this online movement yesterday afternoon alone.

Just as the volume of this online activity reached its height yesterday, we were hit with the news of the devastation that occurred in Haiti. It was an instant reality check for all of us. A reminder of the life and death issues facing the world that are much more important than the future of our late night TV.

The family of a dear friend of mine is in Haiti. She has only been able to reach a few of these family members over the past 24 hours. The fate of some of her loved ones is unknown as I write this post.

If everyone that took the time to voice their “O’Brien vs. Leno” opinion now took a moment to donate to the rescue effort in Haiti, we would be able to make a small dent in the tremendous need for resources that now exists in Haiti.

If you are looking for a way to help and are able to do so, here are some links to organizations through which you can make a donation online:

https://www.imcworldwide.org/SSLPage.aspx?pid=878

http://www.redcross.org/portal/site/en/menuitem.1a019a978f421296e81ec89e43181aa0/?vgnextoid=a8712721ea326210VgnVCM10000089f0870aRCRD

https://my.care.org/site/Donation2?5000.donation=form1&df_id=5000

The IACP conference in Portland this April has caused me to reminisce about the last time the IACP came to Portland:  1998.

Portland was a different food town then.  We were just beginning to talk about the amazing products that the Willamette Valley and the Pacific Ocean provides as well as the growing authentic food culture.

As a result of our emerging importance, the 1998 IACP conference attracted many national food luminaries.  Perhaps my favorite was Julia Child.  I met Julia one morning at The Pearl Bakery.   Julia and the majority of attendees on this side trip had arrived by bus. 

I was with Suzanne Hamlin, a food writer for the New York Times and Fran McCullough, a cookbook author.  I had taken them to The Pearl Bakery in my car as I had invited them to have lunch after the tour.   Julia was a friend of Suzanne’s and she asked if she could invite Julia to join us for lunch.     

We had been on a very fast schedule and I hadn’t decided where we should have lunch.  I called Kim Paley at Paley’s.  (They were open for lunch in those days.)  I asked Kim if I could bring Julia Child for lunch in ten minutes with two other food writers.  She happily said yes.

Julia ate two hamburgers with frites along with the Oregon pinot that we ordered.  Julia was a very expansive conversationalist and quite upbeat.  She talked about many things from her time in Paris to living in Santa Barbara. 
She had also been a great friend of James Beard and since Portland was his home town, she wanted to talk about him.  She said that while she brought French cuisine to the American people, it was James who taught Americans their own cuisine based upon wonderful, fresh ingredients. 

I grew up with a grandfather, a butcher, who had a grocery store in Gaston, Oregon.  My uncle farmed onions, hazelnuts and plums.  My mother, a home economist, gave food demonstrations at grange halls.    I understood those food memories.

My lunch with Julia made me very aware of the special food place that Oregon is and very excited to share it’s bounty.

Last month, LANE executed events designed to introduce and educate key media and trade about the olive oils of Spain.  

Two events were held, the first at Spur Gastropub in Seattle, and the second two days later at Mercat a la Planxa in Chicago. 

Spur’s chefs, Chefs Brian McCracken and Dana Tough, were recently called rising star chefs by Food + Wine magazine, and Jose Garces of Mercat recently won the title of the Next Iron Chef. 

Both events included an informative olive oil tasting led by olive oil producer, Rosa Vañó, followed by a six course meal, each dish featuring one of the following varietials: arbequina, hojiblanca, cornicabra and picual.

There’s no denying it: I have a sweet tooth.  So when the opportunity came about to join Moonstruck Chocolate’s Master Chocolatier, Julian Rose on his New York media tour, you better believe I jumped all over it.

Moonstruck is known for its fun, whimsical seasonal collections (like the delicious Pumpkin Patch Truffles I’m indulging in as I type), and their packaging never fails to impress.  But taking a slow bite while I listen to Julian describe the care, creativity, technique and ingredients that go into each hand-crafted morsel, makes me realize just how special these chocolates are.  It’s truly a high-quality chocolate experience. 

It’s no wonder that Julian has just been named one of the Top 10 Chocolatiers in North America.  Cheers to that, from a self-proclaimed chocolate lover!

Growing up, my father loved nothing more than to scare the wits out of my little sister and me by jumping out from behind things.  Much to our dismay, he has continued this tradition in to our adult life.  This time of year, swarms of people flock to scary movies and haunted houses and pay to be scared.  I will admit, scaring can be fun for the person who is doing the scaring, I just don’t see how it’s at all enjoyable for the person being scared.

Another case in point – the Heathman Hotel.  Did you know it’s haunted?  For years, room 703 has experienced many mysterious incidents. Guests who leave a clean room return to find a towel used, glass of water out or desk chair moved. According to legend, many years ago, a guest checked into the Heathman and never checked out. As a result, every year guests and the media flock to the Heathman, each clamoring to stay in room 703 on October 31.  Again, not my cup of tea!  Frankly, I would rather stay as far away from that room as possible!  Maybe the Andy Warhol suite on the 8th floor instead?

If you enjoy being scared, then I wish you a spooky, scream-filled Halloween.  As for me, I will be hard at work, steering clear of my father who, most likely, will be lingering behind closed doors just waiting to jump out and watch me hit the ceiling!

 Happy Halloween!

You’ve got to love working next door to a wine shop that just happens to be co-owned by your agency’s founder.  Just this week I ran into The Cellar Door’s personal wine buyer, Bryan Shuttleworth in the break room.  Bryan, who knows my palate and keeps an eye out for deals for me, had an extra bottle of wine in hand, handed it to me, and said, “Here you go, enjoy!”  Salud Bryan!  I’ll enjoy it tonight with homemade Ribollita.  I love this recipe for it:
http://familyfun.go.com/recipes/ribollita-soup-699304/

As the credit debacle and volatile market lag on, those in the buyout industry have been forced to find new ways to manage this economic state and continue to close deals. 

I’ve been lucky enough to learn how it can be done from my client, Carl Thoma, a Chicago-based PE vet leading Thoma Bravo LLC.   Now about 1,000 investors, fund managers and players in the world of private equity attending the Private Equity Analyst Conference later this month will have the chance to hear Carl, along with a panel of leaders in private equity, discuss how PE has had to adjust in order to get deals done, and what they predict is in store for the industry over the coming years.

Put on by Dow Jones, this year’s conference on September 16-17 in New York City appropriately carries the theme of “PE at the Crossroads”.   For more details on the conference visit: http://peaconference.dowjones.com/

Jeff Davis of Food Fete is partnering with Oregon Bounty to host an invitation-only media event in New York City on October 20th.  This is an incredible opportunity for Oregon’s food and beverage companies to showcase their products in front of influential food writers including Saveur, Food Network, O the Oprah Magazine, Real Simple, AOL Food, People Magazine, Parade and Parents.

I have personally seen the power of Food Fete’s events and they are well worth the investment.  Jeff Davis really delivers on what he promises.  Don’t have the budget to attend?  Two lucky Oregon companies with outstanding products will be chosen to receive exhibitor scholarships which waive the exhibitor fee.  For more information on the event and how to register visit www.foodfete.wordpress.com/forms.

On Friday night, I attended one of the best events of summer: a Plate & Pitchfork dinner at Smith Berry Barn. This particular dinner featured the cuisine of Chef Scott Ketterman from Simpatica Dining Hall and Chef David Kreifels from the newly opened butchery and restaurant, Laurelhurst Market.   The wines were provided by Sokol Blosser Winery, each of which was deftly described by Allison Sokol Blosser. 

The balmy evening began with small bites and a sensational glass of rose of pinot noir.  Glass in hand, we were led on a tour of the family-run Smith Berry farm by one of the proprietors, who encouraged us to sample the ripened berries hanging off the vine.  The tour concluded in the middle of a small orchard filled with a dozen picnic tables. 

We took our seats as Scott and David guided us through the menu, largely starring locally produced Cattail Creek Farms’ lamb.  At the reception, I had the opportunity to meet Cattail Creek owner, John Neumeister.  A friendly, funny, salt-of-the-earth guy, we discussed how he sometimes thinks his lamb are the smart ones, always seeming to find the best perch in the valley from which to graze.

Here’s the full menu (the food was a good as it reads):

• Crisp lettuce with pickled blueberries, Juniper Grove Redmondo cheese and tarragon dressing paired with 2008 Dundee Hills Cuvee Pinot Gris

• Lamb tongue, summer squash and new potato salad with fresh herbs paired with 2006 Dundee Hills Pinot Noir

• Cattail Creek Mixed Grill with Sienna sausages, Provencal style lamb leg and slow smoked ribs with green beans, cherry tomatoes, squash blossoms and torpedo onions with Meditrina

• Warm blackberry buckle with whipped crème fraiche

Aside from the phenomenal food and drink, perhaps the best part about the Plate & Pitchfork series is that they are fundraisers for worthy non-profits.  Our evening’s beneficiary was Oregon Tilth’s Organic Education Center. 

The only negative about Plate & Pitchfork?  This summer’s series is sold out.  I can hardly wait for next year!

I admit it; I am a sucker for designer garb.  Shoes, purses, clothes, accessories… the list goes on and on.  While I do indulge occasionally, my closet certainly isn’t filled with the latest offerings of Gucci, Prada and Louis Vuitton. 

However, thanks to a website I recently discovered, I can fulfill my secret joy.  The site http://www.ideeli.com/events/coming_soon features weekly sales, generally on high-end designer clothing and accessories. Emails are daily and supplies are limited so you must shop fast.  My first indulgence was a beautiful pair of Oscar de la Renta platform shoes that I “stole” for more than 70% off the asking price.  They are beautiful, although I have yet to wear them.  I suppose I am waiting for a special occasion (of which there aren’t many in casual Portland, Oregon). 

In my opinion, the site is genius.  Not only is it a vehicle for designers to unload extra merchandise, but it’s also an opportunity for up–and-coming designers to increase exposure among a captive audience. Shortly after I purchased the de la Renta shoes, I acquired a ring from a designer I had never heard of, but now seek out.  Getting your product in front of a captive audience can make a big impression and lead to new sales, whatever the demographic.

Who doesn’t love a vacation? Pool + good book + frozen cocktail = uninterrupted joy.  I have come to learn that each of us have a different interpretation of a relaxing week off.  For some, it’s what I described above (me included!) For others, it’s setting up camp deep in the woods. For others still, it’s giving back and doing something valuable with their time off.

For fans of the latter, the Heathman Hotel  recently launched a Volunteer Vacation package  chocked full of ways to do good during your time off.  The package includes a three-hour, hands on volunteer experience in Forest Park , the nation’s premier urban park, as well as transportation to and from the park and an educational walking tour immediately following your work session.  When you purchase the package, $100 is donated by the Heathman directly back to FPC. As an added bonus, Forest Park Conservancy  will recognize you for your donation.  The package can be added to any current room rate.  What better way to get in your volunteer hours?

Having focused my career in public relations, perception is a significant part of what I do professionally. How are my clients perceived by their audiences and how can I help shape that audiences’ perception of my client?

In a nutshell, you can have a solid company and make a great product with true benefits to the customer, but if your target audience doesn’t perceive your product the right way, you won’t sell it. That’s where PR can have quite an impact on perception, which directly impacts a company’s bottom line.

Last week I listened to Howard Marks of Oaktree Capital speak about the economy – a talk he called “this mess… and getting out” - at a gathering in New York. And what I took from his comments was that the economic recovery will also largely be about perception.

Marks, who is well-known for his musings via “memos” to clients, feels we should be confident that the cycle will invariably turn and the root of the recovery might by any of the items listed below. Note the majority of those items are perception-based:
• Appearance of bargains (perception)
• Emergence of optimism (perception)
• Some nugget of good news (perception)
• Inadequate return on cash (somewhat perception)
• Capital in the hands of possible buyers

Thus, economic recovery may be catalyzed by perception. And, in close, one of my favorite lines from the talk: “sooner or later the fear of losing comes to be balanced by the fear of missing out.”

As a sidenote, amidst all this talk about “perception” something a bit more tangible related to economic recovery has been released.  LIBOR dropped the most it has in 2 months, and while still historically high, in simple terms: banks/financial institutions are more confident and thus more likely to lend.  Check out the Bloomberg report:
http://www.bloomberg.com/apps/news?pid=20601102&sid=aS_wbJukwWI4&refer=uk

My 10-year-old daughter, Hanna, is suddenly obsessed with pencil toppers.  She can’t get enough of them.  Everywhere we go, she is on the lookout for one.  She recently found a website that sells the toppers and, needless to say, was ecstatic!  She saved her allowance for two weeks to get the selection of toppers she had her eye on – in this case, they featured barnyard animals. 

I asked her the other day how this initial fascination came about. She explained to me that Alexa in her class had a collection that she brought to school one day. Soon all of the girls, and a few of the boys, were collecting them as well.  The chatter became so disruptive that the teacher had to temporarily ban all pencil topper sharing in the classroom.  The website Hanna found quickly sold out of their limited supply due to her classmate’s numerous orders.

Whether you are 10 or 100, word of mouth is powerful stuff. Who hasn’t run out to get the latest and greatest make-up a friend can’t live without, or the new snack chips a co-worker said they can’t get enough of?  Conversely, who has refused to buy a particular treadmill because their mother’s best friend’s cousin said it broke the first time they used it?  Your best spokesperson is a happy customer, and your worst… an unhappy one.

Pay attention to your purchases, especially those that relate to a new product.  Why are you interested in the product? Did you hear someone talking about it?  Did you see a story featuring the product?  Did one of your Facebook friends become a fan?   Either way, it led you to purchase the product.  Powerful, huh?

Last month I had the chance to visit the Emarketing Summit at the Oregon Convention Center. It was part of Innotech, a regional conference for the technology industry.

The highlight of the event was the lunch keynote speaker at the Emarketing Summit. Rahaf Harfoush, an Obama campaign volunteer and social media strategist, discussed valuable lessons from the social media campaign that changed politics. At just 25, she is one to watch in the flourishing social media space. Here are some useful insights she learned on the campaign about making social media work for you:

• Create Incentives within the community – encourage more social media community participation by rewarding the most prolific contributors. For example, the Obama team gave access to key campaign officials for top volunteers, not just the big donors.
•  Roll with the unexpected – if people unassociated with your brand share brand-related content they created themselves, embrace it. Utilize their enthusiasm to create awareness and build loyalty with their peers.
• Redefine Engagement – Be wary of arbitrary metrics (like web site hits) and focus on quality. Social media is all about relationships and providing value; having a core group of evangelists may be better than having 1,000 followers on Twitter.
• Personalize the mission – create bonds by making people feel invested in participating with your brand in social media.

James Beard Award Ceremony 2009

This week, I had the remarkable opportunity to attend the 2009 James Beard Award ceremony in New York City.  Akin to the Oscars of the culinary world, winning a Beard Award is the highest honor for food and beverage professionals in America.

This was the ultimate experience for a food lover like me.  Not only did I see Mario Batali, Martha Stewart, Tom Colicchio, Jean-Georges Vongerichten, Dan Barber and Ellie Krieger but I was also able to meet (or catch a glimpse of) the journalists whose food stories I have been reading (or more appropriately, salivating over) all these years.  

Did I mention the food?  Wow.  There were more than 20 food stations serving the most unique small bites from a combination of the nation’s most established and up-and-coming chefs.  It’s hard to pick a favorite – they were all amazing.  However, if I am forced to pick, my favorite three were dishes from:  

 Culinary royalty Michelle Bernstein.  Her Sea Urchin Cuban Sandwich and Coral Cortadito was mind blowing. 
 Chicagoan Carrie Nahabedian’s Cured Ice-Caught Great Lakes Whitefish and Door County Golden Whitefish Caviar with Crème Fraîche, Candied Meyer Lemon, Bull’s Blood Greens, and Lebanese-Seeded Fattoush was fresh, light and addictive.
 San Francisco’s Loretta Keller’s Bolinas Goat’s Tongue with Meyer Lemon, Fenugreek, Mint, and Tomato Chutney was unexpected!  Who knew goat tongue could taste so good?!

If you’re ever afforded an occasion to attend this event, do not miss it.  And, don’t forget your running shoes!

Facebook has 200 million active users, with more than four million joining fan pages each day. And they aren’t just college students. Two-thirds of Facebook users are outside of college. In fact, the site’s fastest growing demographic are those 35 years and older.

As one of the fastest growing social media sites, Facebook can be a great tool for developing a digital relationship with your potential or existing customers. When Abrams Research recently asked more than 200 social media leaders which site they would pay for if they had to, 32.2 percent responded “Facebook.” But Facebook isn’t for everyone.

Some questions to ask yourself before you dive in:
o Does your business have a strong consumer following?
o Are you open to ideas and discussions generated by your fans, whether they are positive or negative?
o Do you have a regular flow of information to share with your followers?

 Several LANE PR clients have taken the plunge and are seeing results:

Dutch Bros. Coffee:
o Nearly 6,000 fans; 23 fan photos
o Consistent interaction with the “Dutch Mafia”
o Promotes Dutch Bros. events, like grand openings, “Dutch Love Day” and nonprofit benefits

Oregon Strawberry Commission:
o More than 800 fans
o Creates awareness for quality of Oregon strawberries versus those from other regions
o Shares news and events regarding Oregon strawberries

Wines from Spain:
o Nearly 300 fans
o Acts as virtual news room with postings of recent Spanish wine articles
o Promotes Wines from Spain sponsored events, like the Great Match

Heathman Hotel:
o Nearly 200 fans
o Expert on what’s happening in Portland, Ore.
o Promotes unique components of the hotel, as well as hotel sponsored events

Not a member yet? Give it a shot! It’s quick and easy – and I’m sure you’ll find yourself addicted in no time, searching for friends, colleagues and (most importantly) brands. If you’ve yet to be sold, let me know and I’ll walk you through it (katie@lanepr.com).

How many people get to help a dog celebrate her birthday at the Heathman Hotel for their job? Not many - and the guestlist will be just as select this May 1, when the Heathman Hotel will celebrate its pet friendly amenities with a birthday party/fashion show for one of America’s most beloved dogs, Zelda.

The bulldog behind Zelda Wisdom, whose iconic costumed images grace cards, calendars, and books and more (with one liners dreamed up by her ex-ad exec owner, Carol Gardner) is turning 13. Zelda has been on Good Morning America and Oprah. But she will share both the limelight and her wardrobe for her birthday, when local celebs bring their own precious pooches to join in the fun.

Together, Zelda and her guests will eat “cake,” “sing” happy birthday, and parade through the Heathman’s Tea Court in Zelda’s famous costumes. Party proceeds will benefit Banfield Pet Hospital, which has just launched a new pet hospice program.

Tickets for Zelda’s Birthday are $100 and available through Banfield Pet Hospital.

There is a burrito cart that I can see from my office window.  This particular cart used to be around the corner and out of site.  I have to admit, I did visit the cart once or twice when it was in the previous location.  I never had to wait in line – just walked right up and gave my order. 

Since the move, the line is often 10 – 15 deep.  Why?  Did he employ a fabulous PR firm? Did he purchase a billboard on 217?  Did he develop a Facebook page, which now boasts 500 “friends?” As you can imagine, the answer to all of these questions is most likely - no.

So why the sudden spike in business?  Location, location, location.  The cart is now within eyeshot of Lincoln High School.  While he still gets a trickling of local business people looking for a quick lunch, the bulk of his new clientele includes the 14 – 18-year-old crowd, clamoring for a big burrito.  A simple move from one corner to another increased his business substantially. 

If people can’t find you, they can’t purchase your product.  This goes for physical location as well as web- based location.  The easier you can make it for a potential customer to find you the better.  From search engine optimization to a targeted social media campaign, making yourself seen is the key to success.

The May issue of Travel + Leisure just hit the stands and the feature story is on the 50 Best New Restaurants in the U.S. (http://www.travelandleisure.com/articles/50-best-new-us-restaurants-2009)
The primary themes: affordability, seasonality and connectivity. While some of the highlighted venues are high on the swanky Richter scale, the majority were friendly neighborhood joints with limited seating and small inventive menus featuring local artisan ingredients at fair prices.

To my disappointment, Portland’s representation was negligible. T+L’s one Rose City selection? Beast, (http://www.beastpdx.com/about/) Naomi Pomeroy’s meat-lovers oasis in the city’s Northeast quadrant.

Meanwhile, after several years of (relative) culinary obscurity, Seattle seems to have reclaimed its title as the Pacific Northwest dining destination, snagging seven positions on the coveted list. Featured restaurants include: Quinn’s, Pike Street Fish Fry, Spring Hill, Joule, How to Cook a Wolf, Poppy and Corson Building.

Is Portland’s run as the darling of the national food media over? Or like Seattle, is it our turn to slide into the back seat for a while?

What do you think? Email me at kristen@lanepr.com

I attended an FWA event recently where the panel discussion was on corporate social responsibility and microfinance. What was interesting was that the all-female panel represented Citi, Morgan Stanley, Merrill Lynch and AMEX.  Financial companies we hear a lot about these days for reasons other than their philanthropic efforts. A couple of points particularly caught me:

• CSR can be a grassroots reputation management tool:  According to some of these panelists, the relationships their companies have built with communities thru CSR have provided them with credible third party validation in not-so-good times. In other words, while everyone is bashing Citi, the bank has real relationships and proponents around the globe — those less fortunate individuals whom they have empowered economically.  This has helped their reputation during a time of corporate turmoil.

• CSR isn’t being cut:  In a time when cutbacks are very popular – be it employee programs and benefits, employees themselves, consultants and other “extras” - CSR programs aren’t taking a hit, at least at these big financial entities, because their value is seen all the way at the top. CSR has become a “strategic asset”.

Living sustainably is often about making smart small choices that add up. But where to start? Check out Ideal Bite – www.idealbite.com. This daily e-mail service offers “bite-sized ideas for light green living.”

It’s quick, clever and might just inspire some simple changes that help the environment and your wallet.

I have stated before that I like technology and the people who are driving its future.   I like their vision, their tenacity and their ability to think outside the box.  Technology is one of the more inspiring industries today.   However, as a marketing person and a communicator, there is some cause for concern. 

I am concerned about the explosion of social media sites and web tools.  It seems to be “build it and they will come” to the ninth degree.  How much money is involved in the development of these sites?   Where are the solid revenue models?  How much overlap is there?  Which sites will gain traction and see pleased investors and which will not?  This reminds me a lot of the late 1990s where the goal was to gain market share at all costs and the revenues would come later.   We all know what happened when that bubble imploded. 

Lately, I have also been exposed to a rash of new, small, well-funded technology companies with innovative products but no ability to sell them.  The first job of a technology CEO is to sell the product.  Once sales are established then the focus can shift to growing the company.  I started my career in retail in the 1970s with another truism:  nothing happens until someone sells something.      

I have an ulterior motive for my concerns and complaints.  I am counting on technology and innovation to catapult the world out of the current recession.  Please listen up.

We all know that, when used correctly, social networking sites (like Facebook) and microblogging services (such as Twitter) can be an excellent means of promoting new products or services and even building brand loyalty.  I am always listening for good examples of how this is being done in the real world, and yesterday, I heard one. A woman was shopping at a local clothier for vacation attire.  As she was ringing up her purchases, the salesperson asked her if she was going somewhere fun.  When she replied “Costa Rica,” the salesperson handed her a card inscribed with the store’s Facebook page and Flickr account. “When you get there, take pictures of yourself in your new clothes and post them to our sites!”  Assuming the woman takes the retailer up on the offer, this clever tactic serves several purposes:

1. The retailer gains greater reach by adding the woman to the retailer’s group of “friends.”  By doing so, the woman has essentially given her permission to receive special offers, messages and news from the retailer.
2. The retailer earns a third party endorsement. 
3. The retailer gives emphasis to its position as a lifestyle brand for jet setters.
4. The retailer has an instant ad campaign without paying travel costs, model and photographer fees.

Another thing the retailer could have done to gain greater involvement?  Incent shoppers to post their photos by holding a monthly drawing for an all-expense paid trip to another exotic locale.

During a media interview today, an experienced private equity firm partner made a prediction about when we’ll see deals begin to happen again. In a nutshell, the current market has public valuations down approximately 50% and sellers won’t sell for today’s market prices. So M&A isn’t happening. But this investor believes that the more companies trade at these levels, the more sellers will realize it’s necessary to sell at this level. He based his prediction on his experience doing deals in the software industry during the tech bubble in early 2000 which resulted in a “dramatic reset”…
• Software industry had a reset in 2000-2002, similar to the reset we’ve seen;
• After the March 2000 market crash very few deals took place for nearly two years;
• Not until the latter half of 2002 did the deal stream really begin to pick up and then it grew from 2003 - 2007. 

So according to this, if Q4 2007 was our breaking point to start this “reset”, deals should begin to pick up again in 2010.

Public relations used to be the practice of approaching the traditional media to garner third party endorsements for our clients.  These endorsements were valued by our client’s customers and their sales rose as a result.

Today, with many traditional media shutting down or moving to the internet, public relations messages placed on the web have the ability to drive a client’s sales as well as attract articles.  This is an amazing leap forward in the value of public relations. 

Driving a client’s sales on the web means pushing the client’s name up to the number one or two slot on search engines.  At LANE PR we are now as focused on a client’s search results as we are on the quantity of clips that we garner for them. 

We implement social media campaigns and drive search rankings by optimizing all of the usual public relations tools - press releases, white papers, media kits, etc.  Additionally, we are now responsible for our client’s news rooms and monitoring their search rankings and Google Analytics accounts.  Bringing these tools under our responsibility allows us to effectively monitor the results of our public relations efforts.   Public relations can now accomplish organically what pay-for-click attempts to do.  

I started LANE PR in 1990 as a public relations agency with the belief that PR was the most cost effective tool to increase sales and grow value for our clients.  Now with the advent of new media, this statement holds more weight than ever.

We’ve heard a lot about sustainable building and LEED certification, but how do you get the funding to turn well-meaning ideas into reality? One of our clients, Umpqua Bank, worked with Energy Trust of Oregon to create an innovative new lending program that’s filling this gap. Called GreenStreet Lending, it offers financing options designed to help small businesses and homeowners manage rising energy costs by making it easier to invest in energy efficiency and renewable energy projects. What better way to spur economic growth than with green-building projects?

People are cutting back financially wherever they can. It’s gotten so bad according to a survey released this week that people may even revise their cell phone plans and cut out mobile internet access.

Survey finds:
• About 19 million Americans, or one in five cell phone users with extras, have considered cutting back on extras or have already, while 41% of cell phone users said it is very likely or somewhat likely that they will cut down on extras if the economy worsens.

And it’s not just all talk…
• 8,740,000 Americans — that is 19% of consumers with a cell phone — report that they already have ‘discontinued cell phone service in the last six months because of actual job loss, fear of job loss, the recession, or any other related financial concerns.’

Check out more details of the survey results:
http://www.consumeraffairs.com/news04/2009/03/recession_cellphones.html

I had the pleasure of sitting in on a middle market private equity company’s annual meeting recently in Chicago. It’s always interesting to get different perspectives and predictions on the state of the economy and the timeframe of its recovery… as well as how that recovery will actually happen.

A private equity investor with a 30+ year tenure in the industry finds the following:

• PATIENCE: We must be patient – this is a process, not an event.

• LOW GROWTH: for the next three to five years we will be in an “L” recovery (versus U or V) and experience low growth.

• SAVINGS: We must change the way we look at our assets and how we both spend and invest our money.  For Americans, homes were once our primary asset, but now we need to become savings driven, not real estate driven.

• THINK LOCAL: Recovery will begin at the local level with small business and grow outward from there. Innovation is key to helping move this recovery along.

This is my first blog about technology and truly, my first blog ever.  I would like to talk about technology and business from a historical 10,000-foot level.  As a public relations practitioner, I remember when key client messages were delivered by snail mail and the telephone.  My children will tell you that they remember stuffing envelopes full of press releases in front of Sesame Street.  

I was at another advertising and public relations firm in the 1980s.  I attended a KPMG breakfast that featured Regis McKenna.  Regis was the person who used public relations to launch Apple.  He told our morning audience that the future was bright.  In 10 years we would all have amazing computing ability that would allow us more free time.  Regis was a very bright guy, however, I don’t think that he understood human nature and could envision how much more people would allow those computers to cram into their 24/7 days.

Also in the 1980s, Waggener Edstrom hired our firm to help launch Microsoft Windows at the Guggenheim Museum in New York City.  They told me that Windows was the equivalent of a new typewriter and wanted to portray the influence of the typewriter through the ages on business as one walked up the curved galleries at the museum.  It was a big, visual idea.

Around that time came the age of the fax, and fax machines initially couldn’t talk to fax machines from other brands.  This seemed a complete waste of time as no fax brand rose to gain the majority market share.  Fortunately, technology that allowed cross-branded fax machines to talk to each other came on the market.

In the early 1990s I attended an Internet conference in Los Angeles.  There were over 500 people in the room and the Internet on the screen was black and white, no picture, and plain text.   A marketing fellow from a national beer brand stood up to demonstrate the first Internet sales promotions that I ever saw.  It was pretty rough.

But Web sites were growing in importance and programmers seemed to be making their development as mysterious and expensive as possible. My firm had a rather large client who wanted a Web site.  We obtained three price quotes and the best one was for $200,000.  Obviously, the client decided not to be first to market with this new technology avenue.

Starting my company, LANE PR, in the 1990s, I made the personal commitment to spend any cash reserves on high quality talent and the latest technology.  As Web sites and e-mail became important, my spending on technology increased.  Then we started to attract technology companies as clients.

It was the late 1990s heyday.  Public relations firms became totally focused on technology.  VC firms referred their favorite public relations firms to their portfolio companies.  The average public relations retainers in Silicon Valley were $60,000 per month.  Advertising was growing as well, so the technology and business magazines became two inches thick.  The entire strategy was to launch a company, gain market share through public relations and advertising in an 18 month period (18 months was deemed the viable business window for most technology ideas), and sell or go public.

I liked technology clients.  They were smart, visionary and confidant.  Unfortunately, March 2001 came around with a technology-based recession.  The technology companies whose only business model was market share tanked.  The media was roundly blamed for not understanding traditional business models and drinking the Kool-Aid with these confident technology CEOs. 

That brings us to the post-technology recession period.  I will talk about that in my next blog.

Wendy Lane

During an amazing two-week adventure in western and southern Ireland, I saw and tasted dozens and dozens of loaves of soda bread.  What I found to be most fascinating were the variations in taste, texture and color.  While some differences were more subtle, others were more dramatic, including the addition of such ingredients as caraway seeds, dried fruits and nuts.

Much to my delight, soda bread (often called “brown bread”) was served at every meal in Ireland.  At breakfast, I’d slather a warm slice with chunky orange marmalade made by the owners of our B&B; at lunch, as an open-faced sandwich topped with thick slices of heavenly smoked salmon and a side of greens; and at dinner, to sop up the remains of my seafood chowder, soup or Irish stew.  

Soda bread’s roots trace back to the 19th century, when baking soda was introduced as a leavening agent. Combined with flour and buttermilk, and salt, it’s extremely simple to make.  The Irish are committed to safeguarding the tradition of soda bread.  In fact, there’s even a “Society for the Preservation of Irish Soda Bread.”

Just in time for St. Patrick’s Day, the following is a basic recipe, courtesy of EatingWell.com.

Whole-Wheat Irish Soda Bread

Ingredients
• 2 cups whole-wheat flour
• 2 cups all-purpose flour, plus more for dusting
• 1 teaspoon baking soda
• 1 teaspoon salt
• 2 1/4 cups buttermilk

Directions
Preheat oven to 450 degrees F. Coat a baking sheet with cooking spray and sprinkle with a little flour. Whisk whole-wheat flour, all-purpose flour, baking soda and salt in a large bowl. Make a well in the center and pour in buttermilk. Using one hand, stir in full circles (starting in the center of the bowl working toward the outside of the bowl) until all the flour is incorporated. The dough should be soft but not too wet and sticky. When it all comes together, in a matter of seconds, turn it out onto a well-floured surface. Clean dough off your hand.
Pat and roll the dough gently with floury hands, just enough to tidy it up and give it a round shape. Flip over and flatten slightly to about 2 inches. Transfer the loaf to the prepared baking sheet. Mark with a deep cross using a serrated knife and prick each of the four quadrants.

Bake the bread for 20 minutes. Reduce oven temperature to 400° and continue to bake until the loaf is brown on top and sounds hollow when tapped, 30 to 35 minutes more. Transfer the loaf to a wire rack and let cool for about 30 minutes.

Attending the 2009 PRWeek Awards for the first time was an event I’ll never forget.  My firm, LANE PR, was one of the few, if not only, West Coast PR agencies to attend.  We were in great company:  from Ikea to Wii Fit, American Airlines to Crocs and don’t forget the ice cream, yes, Häagen-Dazs; some of the greatest communicators in the nation were there.

For most of those in attendance, they work their magic from behind a curtain, giving voice to brands, translating jargon and influencing business strategies everyday – all while standing behind a curtain not so dissimilar from that of Oz. Yet for one night, at New York’s famed Tavern on the Green, the spotlight was all theirs. I felt fortunate to be a part of it.

The staff of PRWeek were incredibly welcoming as they made their way through the room and everyone I spoke with was eager to brainstorm strategies that worked, or didn’t, throughout the past year. The event was well worth the long trip. To walk in as a finalist was an honor in its own; to be selected from among such an accomplished group as PRWeek’s 2009 Young PR Professional of the Year was humbling.  Public relations is a fascinating industry.  It was inspiring to see so many people come together to not only celebrate our individual wins, but appreciate one another’s work and the industry that we’ve built our careers within.

I am getting into Twitter more every day.  It’s exciting to see which companies and brands are using Twitter and how they’re using it to promote their business and/or product.  Last week I went to Voicebox (www.voiceboxpdx.com), a new karaoke hot spot in Portland.  It’s not a typical karaoke bar; you rent private rooms for 10-12 people.  When we arrived, an employee promptly got us set up in our private room and took our drink orders.  He announced that if we were on Twitter and started “following” @voiceboxpdx on Twitter, or even just gave them a shout out, we would receive two-for-one drinks for the entire evening. 

I thought it was a genius idea. Voicebox makes instant Twitter followers with every group that comes in.  And because I now follow @voiceboxpdx on Twitter, I am privy to Friday tweet specials.  Last week’s special was the first two groups to “tweet” that evening got a private room for 18 people at half the cost. If you’re on Twitter, check them out.

A number of members of the media have told me they think traditional trade shows are dying, albeit a slow death. While this varies depending on the industry the trade show serves, the editor of an engineering publication, whose staff traditionally frequented industry shows, believes the trade show will be obsolete within the next five years due to associated costs and resources. And it will be replaced by the virtual show.

About a week later, during my travels to Chicago, I picked up the Tribune and found this interesting piece on the same topic and showcasing some success stories of virtual shows http://www.chicagotribune.com/business/chi-mon-virtual-trade-show-feb23,0,1946913.story

Just like the ever increasing interaction online has replaced old-fashioned phone calls and long business lunches, will the virtual trade show really be able to successfully replace the more subtle but undeniably better connection you get with someone after having an in-person conversation and a handshake?

We just wrapped up a PR/community relations campaign for Save-A-Lot Food Stores (www.save-a-lot.com).  This is the second time we’ve had the opportunity to work with Save-A-Lot; the LANE PR team introduced the company’s first Pac NW stores in 2006. 

On Feb. 28, all Save-A-Lot grocery stores in Oregon and Washington held “Fuel Your Family for Free” events where customers were given free groceries – all the makings for a spaghetti meal.  During such a tough economic time, this was a way Save-A-Lot could reach out to their local communities and give a helping hand – and needless to say, it was well received!  They also made a matching donation to local food banks, furthering their reputation as a true community partner.

We were challenged with a very short deadline (two weeks in total – and only one to actually promote to the media) and a wide range of tasks, including coordinating street teams, outreach to local food banks and community organizations, scheduling live radio remotes for the events, and of course a fast-and-furious media campaign.  It was a lot of work but we had a blast getting the word out on such a great – and timely – promotion!

Each store opened its doors first thing in the morning to a long line of eager customers.  Hugs, thank you’s and smiles were in abundance all day as people passed through the store to pick up their free groceries from the friendly Save-A-Lot staff.  It was a heartwarming experience. 

And the results of the campaign spoke for themselves…  In just one week, more than 150 media stories were placed; nearly 9,000 meals were given out to customers, as well as 9,000 meals donated to local food banks - an overall success for the client and wonderful project for the LANE PR team to be a part of!

It’s tough to be optimistic about the economy today.  The market remains volatile on a daily basis, the unemployment rate is the highest it has been in 25+ years, G.E. is in trouble (read the NY Times article from this past Sunday), I could go on and on.

However, Justin Fox from TIME magazine had some thoughts this morning about why he is optimistic right now.  While he’s not particularly convincing, and even a little wishy washy on some of his points, if you’re looking for some hope consider his 3 reasons why you should be optimistic about the economy:

1. Stock market not overpriced (Fox says don’t just look at one year of earnings.)
2. Government involvement in fixing the economy (While many would say yikes to this, Fox claims we should be thankful that the government is being proactive, realistic and moving us forward.)
3. Consumer savings rate up (This is good in the long term and even in the short term because it helps us get to the bottom quicker so we can move into recovery.)

Here’s the full CNBC segment with Justin Fox: http://www.cnbc.com/id/15840232?video=1057945685&play=1

I met with a member of the Forbes Chicago bureau this week. We had a lengthy discussion about the shift to media consumption online and how that has changed her job.

She informed me the big push now is for “snippets” – very brief online news pieces that are constantly being replaced by other snippets as news is pumped out in real time.

However, she said what she most enjoys is investigative reporting and in-depth feature stories. So in order to best serve both her interests and her editors’ push for frequent, brief online posts, she is now producing what we decided to call “snippet features”. 

Can a feature story also be a snippet? This is the reality for many reporters today.

Thomas Mathews, Wine Spectator executive editor boldly said, “Spain is the most exciting and dynamic wine producing country in Europe today,” during the 2009 Food Network South Beach Wine & Food Festival where Spanish wines took center stage. Their Majesties King Juan Carlos I and Queen Sofia cut the ribbon at the Wines from Spain Pavilion at the Wine Spectator Trade Tasting Day. Other exciting events throughout the festival included:

• Their Majesties King Juan Carlos I and Queen Sofia were the guests of honor at ¡Viva España!, The Wines and Foods from Spain, held at the Biltmore Hotel in Coral Gables. Jose Andres, a renowned chef and host of the PBS series “Made in Spain,” served as the culinary chairman for the event. Mario Batali, award-winning and internationally acclaimed chef and author of “Spain… A Culinary Road Trip,” served as the evening’s emcee.

• Festival goers sipped the wines of Rioja at the Amstel Light Burger Bash - hosted by Rachael Ray and presented by Allen Brothers. Vibrant Rioja was the exclusive wine sponsor of the event.

• The Wines from Spain Pavilion in the Whole Foods Market Grand Tasting Village featured more than 100 wines from more than 20 producers from regions across Spain.

• The Fontainebleau Miami Beach hosted the Wine Spectator’s Best of the Best sponsored by Bank of America and featuring the following Spanish wineries: Bodegas Montecillo, Campo Viejo, Freixenet, Grupo Barón de Ley, Grupo Pesquera, Marqués de Riscal, Pago de Vallegarcia, Segura Viudas and Torres.

• Various Spanish wineries also participated in seven individual Wine Spectator’s Wine Seminar Series throughout the festival, including presentations from Victor Charcán of Grupo Barón de Ley; Miguel Torres, Jr. of Torres Group; Jose Luis Muguiro of Marqués de Riscal; Elena Adell, the winemaker at Campo Viejo; Carlos Falcó, the president of Pagos de Familia Marqués de Griñon; Vicente Dalmau Cebrián-Sagarriga; Count of Creixell, the president of Marqués de Murrieta; and Pablo Alvarez, the owner of Vega Sicilia.

• Steve Olson, noted wine educator and Sherry expert, hosted two seminars as part of the Bank of America Lifestyle Wine and Spirits Seminars at the Loews Miami Beach Hotel.

I had the most amazing experience ever in my public relations career last weekend at the 2009 South Beach Wine & Food Festival in Miami, Fla.  It was the most incredible event I’ve ever been to –top tier media and celebrity chefs everywhere I went!   I was there representing a client, the Wines from Spain, and the biggest highlight of the weekend was when Their Majesties the King and Queen of Spain, Juan Carlos I and Sofia, made an appearance at the Wines from Spain Pavilion to kick off the festival.  It was a momentous day for Spanish wines and I was thrilled to be a part of it!  I even got to shake the King’s hand. 

The next day, I met Natalie Morales from the Today Show – she stopped by the Pavilion and I was happy to learn that she’s a fan of Spanish wines!  She was extremely nice and great to talk to.  I met so many incredible journalists at the festival and savored the great food of Miami.  It was an unforgettable weekend!

I was on the road for two weeks in February, with a client talking to media, and was able to gain some firsthand insight into how the media is changing and what it’s like to be a reporter or editor these days.

A few takeaways:
• Video is essential. A number of editors strongly encouraged me to work with my clients on embedding video into press releases.  Video is a critical component of keeping readers on news Web sites. The media want press releases to be more visual and engaging than the standard text format with a quote from the company.

Videos must be short in length. How-to demonstrations accompanying new products or services are well received.

• Print is still alive. While the shift to online news consumption is very real, a number of media I spoke with (note most of these media are trade/vertical focused serving engineers and the electronics industry) believe while frequency of their print editions may lessen, the print magazine will continue to be what keeps readers coming back. Specifically, technical papers and in-depth features continue to be in high demand.

• Content is king – and media needs our help with it. They want fresh content that is brief and informative. Tutorials, how-tos, instruction and never-before-seen information that will keep readers coming back for more. Also, articles authored by industry leaders provide unique viewpoints to readers and take the burden off of the typically lean editorial staff.