Monday, September 29, 2008

Congrats Horizon Data Center Solutions

Once in a while I like to share something about one of my clients. Today's story is about Horizon Data Center Solutions.

HDCS operates a 25,000 square foot state-of-the-art data center that is based in Dallas. In their world, what that means is they are big. Big, big. The gentlemen behind this operation are leaders in their field, and they are motivated, service oriented, and smart.

Last week we put out a news release about their "stellar" growth, and it's been picked up in their industry very respectably. The client seems almost surprised by this first success, and I have to smile, because I know clients, and with these guys, this is just the start. They have a lot more great things to talk about and a lot more opportunities to share their news. Horizon is a new client that I will enjoy working with.

Here's why: PR gets a bad rap on occasion and has somehow been associated with not telling the truth or with making up stories. We've all heard the phrase, "Give it the PR spin." But the role of a publicist and the real goal of PR is to provide journalists with access to interesting stories that their readers will care about. You do that on either a very selective or a mass distribution basis.

A good client for me understands that they can't have press releases that sound like sales sheets or ads. They understand that if they are willing to give numbers (a $70 million lease, 300% growth, plan to add two data centers in the next six months...in Horizon's case) that's a story. If everything is secret or shrouded by a corporate veil, or they don't have "permission" to talk about it...there is no story. Then the PR person has nothing to deliver, and journalists will not be interested in being the conduit for the fluff. Not to mention that if you're a publicist your reputation is at stake every time you send something out. If you send schlock just to appease a client, the good stuff you send out may not get looked at either. You can quickly get locked out.

Back in 1987 -- a long time ago when I was a public relations coordinator at a national association I went to a conference, and one speaker was the Public Relations VP from BASF or some gigantic company. I remember him saying something shocking and exciting at the same time. He said, "If you are forced to write a release that is not news, do yourself a favor and once it's approved, throw it out. Don't send it." This resonated with me because at the time half my time was being spent on news that wasn't news, or that wasn't going to do anyone any good. It was what today they would call "vanity PR," "So and so has written an article entitled blah, blah, blah.."

Of course this was in the days before we had email, when we would xerox, fold, stuff and stamp press releases and physically mail them, often with pictures of people, products, and events. PR departments had big trays full of mail. We had labels, and stamps, and everything went through the mail room. It was hard to "dump a tray" and not send out a release, but I do think I may have done that once or twice. In the long run, it was better for my employer and for me.

Today I avoid that problem by telling my clients that we not only have to have a story, we have to have a really good story, something worthy of an impactful headline that is keyword rich and SEO-friendly. We also need a combination of custom distribution and targeted pitching and national wire service or paid placement. That's just the way it works today. We also need an understanding of timing and opportunities and goals and objectives -- not just the clients, but the media target timing, opportunities, goals and objectives. It's a science with a creative execution, and I like that.

So welcome Horizon Data Center Solutions to the OutreachPR portfolio of clients. We certainly hope you'll continue to be pleasantly surprised at the results we can achieve. PR really does work. You just have to have the right person handling it for you, and she has to have the right clients. When that happens, it's a good combination.

Tuesday, September 23, 2008

Proud Moments

I don't want to brag, and I know it's not polite, but I am excited to report that my son Dylan is running for class president of the first 8th grade class at the new Mabank Junior High.

The election is next Monday and there are all sorts of rules about what the candidates must do, can't do, as well as what the job, if you are elected, of class president entails. I had to read about six pages of information and sign off on this effort, which it turns out does involve a little work.

What you must understand is that Dylan is not the type of kid you would imagine would run for president. His vice president, his best friend Jeremy, probably is. When Dylan told me about this in his "oh by the way" way on Sunday night, and handed me the packet to sign, I was pretty shocked. Especially because there are a lot of candidates, and almost all his friends have paired up in teams. They are all running against each other. They are into it. This is pretty cool. They might actually LEARN something that won't be on "the test!"

After reading into the packet of rules and requirements, I noticed the part about the three posters needed on Monday. (It was after 10 on Sunday night.) "Who's making your posters?" (they need three). "Jeremy," Dylan said. I breathed a sigh of relief. "Do you realize you have to make a speech?" "Yes." "What are you going to say?" "I don't know." The publicist and campaign manager in me began to get nervous. We only have a week my subconscious worried as it quickly compiled some good key messages, while my wiser "this is your kid not your client" side took charge.

Wise Mom stifled my concerns and I went to bed Sunday night proud, and at the same time wondering if Dylan had any idea what he was getting himself into. My subconscious started working on a tagline or campaign slogan... and worrying about the work that was to be done...

At 7 a.m. on Monday my phone rang. It was Jeremy's mom, who I must say, like me, is an over-achiever. As president of the local bank, she's one smart cookie, as is her son, my son's running mate, who also is a kid I've known since they were both four. Dylan was already at football. "Jeremy is sick, and I have this poster here," she said. "But we didn't read the information until late last night and we only have one done." The campaign manager in me took over. "That's fine," I said. "Don't worry about it." We arranged for me to pick up the one poster at the bank , and I would take it to the school for Dylan. Of course the publicist in me and the "detail gal" was concerned about the lack of posters, and because this is an agency and I have all the "stuff," I spent a little time after doing some work and made a second poster for Dylan and Jeremy. I had the stuff to make another one, but I had real work to do too. I drove to the bank, delivered the posters to the junior high, and got back to work.

The kids' first campaign meeting was held after school, and Dylan came home last night very excited about the campaign process, what they could do, etc. It was good to see his enthusiasm. Later his friend Stephen came over. Stephen is running as the VP on another ticket. We jointly discussed strategy, and I listened for any insight I could about what he and his running mate were doing. Stephen had gone to the dentist and missed the meeting, so he didn't know what their posters were like, what they were planning to do, nothing. He may have been faking ignorance -- a good strategy. I made a mental note to pick his brain the next day.

Last night around 9:30 Dylan came into my office. "Mom, can we make me a t-shirt and some buttons?" The designer in me -- the one who gets excited about "rush" jobs sprang into action, and because this is an agency, I had all the stuff. So we designed a logo, made a transfer, and ironed it on a t-shirt that he had found in his dad's closet. We also made some buttons using the laminating machine, and some stickers. It was nearly midnight when we went to bed.

Of course this morning he wasn't happy with how big the shirt we had made is, so he found another one in his closet, we quickly printed another transfer and made him a new shirt. Oh my God, what a prima donna...candidates...they are all the same. He wore his new shirt to school today, and although the transfer is not as crisp as the one on the big shirt, it's okay for 8th grade. He'll get the campaign started.

So it's only Day 2 of the campaign, and the election is next Monday. I have no idea how much more time this is going to take. There's still the speech and the election process itself. There is the campaigning ("Give the stickers to the 7th grade girls and smile at them real nice and ask for their vote," I told him this morning. "Focusing on the 7th graders takes care of the problem caused by all your friends running and splitting the vote," I pointed out.

There is still the debate for You Tube, and maybe a web site. But for the most part, his work is done. Best of all they really could ALL learn something.

Of course I'm going to continue to stay out of it. I have no intention of getting involved. This is not my project. It's my son's.

Wednesday, September 17, 2008

A Little Goes a Long Way

This morning I received the first annual report for a project my friend and colleague first told me about last year. It is a micro-loan program for widows in Burundi, Africa, one of the poorest places in the world.

I had read about providing what amounts to venture capital for people in developing nations, and I have received the "gifts" at Christmas that say, "Your gift is our donation to XYZ which purchased two goats for refugees in Estonia," and I've always thought, "What a great idea." So when my friend asked me to be a part of his Widows and Orphans Ministry program and the micro-loan effort, I said, "Sure."

The report I got today listed five pages of women who had borrowed anywhere from $26 to $172 to help them fund their efforts to support their families with everything from "Planting and selling corn and beans" to "Buying a cow to sell milk." The venture was started with just a little bit of seed money from half a dozen associates of my colleague. But the seed money he got from a few friends has turned into an enterprise that has been able to self fund itself as the women who borrow the money pay it back -- with interest -- a whopping ten percent, I might add.

So when Claudine Kwizera borrowed $73 to start selling telephone cards, and she repaid over time $80, her extra $7 went into the kitty for the next needy widow. This self-sustaining fund has already dispersed more than $4300 (a king's ransom in Burundi) of which $3700 has already been paid back and another $1800 still exists for the women who apply for the loans on the next application date. I don't get the math exactly, but I do get the point. This pay it forward sort of system is working in Burundi. Almost 100 women over the last year created and are running their own successful small business operations in order to feed and clothe their children and as part of their quest for a better life.

The small check I sent was a small price to pay to be a part of this effort. I'll do it again in a heartbeat. To know that Macurata Ciza is planting cabbage and Valerie Ntandiburintuntu is selling rice, and their kids are no longer hungry and these women are no longer charity cases feels very good.

If you feel drawn to give, go to www.iamhereforyou.com.

Thursday, September 11, 2008

Ike

I don't think I've ever been through a tropical storm, thank God. But I guess I'm about to.

Ike is barreling down on Texas, and you wouldn't dream it by looking outside. It's very calm. Almost eerily so. But Ike is coming. Unless something dramatic happens over night, he's on his way.

My friend from Florida called me today. She's been in Florida for 24 years, and she has weathered a few storms. She wanted to make sure I was prepared. Of course I was not. Still am not. At least I know I'm not prepared. But she freaked me out a bit, in a good way. She put me into action.

I emailed friends and colleagues in Houston and offered them refuge from the eye at my house. I don't know if anyone will respond. They are probably already gone if they are leaving. Traffic is going to be miserable. All lanes headed out of town in Houston -- probably eight lanes of bumper to bumper headed north.

Our church started welcoming evacuees today. My mother's domino club had to be moved. That's why I know.

I have a feeling if these people get here today, they are going to want to stay. It's a gorgeous day. We're headed out in a few minutes to a football game. Our son (who broke his finger in practice Tuesday) may or may not play. I prefer not. I don't particularly like football. That's neither here nor there nor the subject of this post, but the point is, it's nice out right now.

But Jennifer said the wind is going to blow and the rain is going to come. The news says six to 12 inches. That could be nothing to two feet, who knows? I'm sort of excited. I guess life in a small town is getting to me. Things like this excite me. I'm hoping we'll have house guests. That would be exciting for me.

Of course all this said, I have a ton of work to do. People outside of this area don't realize what could be going on here over the next 72 hours. It could be pretty crazy. They still need their stuff done.

Stay tuned. Maybe I'll post video during the storm. I have some from when Jean came through a week after Katrina. That was a big one too. But not as big as Ike.

Ike, I'm not ready yet, my mom says get cash and a full tank of gas. I just need food that doesn't have to be microwaved, some flashlights, some batteries, and some drinks. I have a good book I want to read (The Shack, you have to read it). We'll keep the kids close.

All this light hearted excitement aside, my good friend Ana told me today that her aunt died during the hurricane (this same one, Ike) in Cuba. Yesterday I guess. It's very sad. Nothing is on the news about that. The infrastructure of Cuba is fragile at best. There is a terrible story to be told there....but say a prayer for Ana and her family. This is the second aunt who died this week. The other of natural causes here in Texas, but it's been a rough week. Pray for the people of Galveston. They just might lose everything in the next couple of days. And pray for me, that it doesn't hit Kemp, Texas, because I have way too much to do because today I've been preoccupied with the hurricane.

Help your neighbors, friends! Take a hike, Ike!

Thursday, September 4, 2008

Really Big Shift

Since the Olympics there really isn't anything on TV. The Rangers aren't winning. Hockey hasn't started. The hurricane wasn't the ratings boost the networks had hoped for, although I saw some previews of some coming storms, and it looks pretty promising. (What's wrong with this picture?) TV-wise, I couldn't get excited about the convention in Denver. I wanted to see Bill Clinton, didn't care to see his wife, can't get excited about Obama. I was feeling let down. But last night I just happened to flop down on the couch after tennis in time to watch Sarah Palin.

I was one of the few Americans who had done more than what the media would have us believe McCain's people did, and I read her "Official Governor of Alaska" website. If you got past the relatively amateurish and borderline "folksy" nature of it, there was some good stuff in there. She has a record of telling Washington to "butt out" of Alaska business, then she's managed to turn around another day and make a valid case for why beluga whales did not need to be on the endangered species list, or she'd ask for some "ballsy" big numbers -- hundreds of millions of dollars -- for her state to develop their energy infrastructure. And she got what she asked for. She's been good for Alaska.

And based on seeing her last night, I think she's a lady who speaks her mind. And she's good at it. She carries a gun, and I don't think I'd mess with her. Secret service will have a really hard time keeping up with this lady.

I didn't want to like her. I wanted to hate her, but I have been so disenfranchised and so "independent" for so long...and between my research and the speech last night, she just might do it for me. I think she could be just what this country needs. And not just one of her. If she gets in office, there will be a lot of new jobs in Washington. A lot of "speak her mind 40-something women" will have access to good jobs, and for the first time in the history of the United States of America: some real power.

Girl Power. Middle aged, good looking, smart, not afraid to speak your mind women. I'm all for it. Get the Mom's of Army, Navy, Air Force, Marine, National Guard, Reserve, Coast Guard, etc., etc., and the Mom's of special needs children, and the mothers of kids who messed up by society's norms, the condom broke, now's there another baby, we'll deal with it I love you situations. Bring those people to Washington with their pain and suffering and their experiences, and put a real voice in America. Change really could happen.

I admit. The "Hockey Mom's for Palin" signs probably helped at least endear me to her. They were far too crude though -- does Minneapolis not have a Kinkos or Fast Signs? I think she knew what she was talking about. Washington as we know it will be blown wide open. There will be jobs for smart, networked people in government. This could be cool.

I don't like to discuss politics, but I am a bit astonished at my own enthusiasm for once. I think this lady is about results. She knows how to get things done. She will take things down a big notch "stuff shirt, politics, politics, bullshit, bullshit" in Washington. I think the Vice President is in there with the Congress and the Senate and has some authority. I think this lady can kick some ass.

Overseas people will like her because her family will have some drama and it's like the first time in years that we'll even know how many kids the vice president has, their names, what they do. I can even see a reality show on Bravo. This could be really fun.

For the first time last night I watched a speech and didn't feel like a jaded publicist looking for all the orchestration. There was no ear piece. She didn't fumble any words. I think she probably wrote that speech herself. I'm an independent, and if she went after my vote, she just might have gotten it.

Things she said resonated with me. She knows energy. She has an environmental bent. She's pro-family. She's not perfect.

I have been swayed. I don't typically vote Republican, but I haven't liked Obama since he beat out Hillary, who I liked only for her husband, who is my all-time favorite president. I met him at a fundraiser for Governor Roy Romer in a United airlines hangar back at the old Stapleton Airport in Denver. He was simply presidential. Impressive. Handsome. Tall. I met Mr. Obama at a restaurant on the Navy Pier in Chicago during the last election year. He was running for senate, and I had my picture taken with him. I wasn't impressed. I think I could have pushed him over size wise. He was young, and although exceedingly polite, not presidential -- ambassadorish, perhaps, but not presidential. My brother-in-law unfortunately deleted the photo. It made us look like best friends, so I'm so bummed, but he and my husband both will vouch that the photo once existed and we met Mr. Obama before he was Mr. Anybody. Come to think of it, I think I'd like to meet Sarah Palin.

One last thought. Don't you think this is going to be good for foreign relations? Do you think a bunch of Arab terrorists are going to want to take on a country all of a sudden empowered by pre-menopausal and menopausal women? Mothers? WORKING Mothers? If Sadaam Hussein was still alive he'd be quaking in his boots.

I can't believe it. I haven't been this happy since the democrats took ahold of the senate. Or since the Avs won the Stanley Cup.

The only thing better than this is if we'd get McCain to step aside and become a cabinet guy, and let Sarah Palin run for president. We could get Angelina Jolie-Pitt to run for VP. Madonna could be secretary of state. Brad could hang with Sarah's husband and they could go to Yankees games with Madonna. Politics would merge with People magazine and truly hit the American populace.

I'm so psyched. This is going to be water-cooler worthy. I think it's going to make cigars in the hallway look like child's play. We're going to have parties at the White House and the Palin kids charming Washington. CSPAN might actually become interesting. It's going to be interesting to watch this fall out. What would Tim Russert have said? What is Hollywood going to do? I'm so happy there will finally be something to watch on TV.