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The Tech Team Opens Up at PRSA Event
by J. Bonasia

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The Public Relations Society of America (PRSA) recently sponsored a lively roundtable talk with the tech editorial team of Highwire PR hosted the packed lunchtime event at their offices in downtown San Francisco.

Fortune Senior Editor-at-Large Adam Lashinsky outlined the three main planks of the Fortune franchise, including the 86-year-old print magazine, the newly revamped news website, and Fortune’s Live Media events including the well-known Fortune Brainstorm Tech show.

Photo credit: Highwire PR

Left to right: Highwire PR Principal Kathleen Gratehouse, Fortune Editor Adam Lashinsky, Katie Fehrenbacher, Michal Lev-Ram, and Jonathan Vanian of Fortune. (Photo credit: Highwire PR)

Lashinsky was excited about Fortune recently hiring several veteran tech writers from the now-defunct Gigaom website, bringing them “into the Fortune fold” to beef up enterprise coverage. Katie Fehrenbacher and Jonathan Vanian both came over from Gigaom, which is now in the process of being acquired by Knowingly, a startup that plans to re-launch the tech news site in August.

Fehrenbacher explained that her coverage area at Fortune focuses on energy and water resource issues, including solar power and electric cars. Lately she has been “obsessed” with battery technologies. Fehrenbacher advised the room full of PR execs to craft their pitches to her based on her recent coverage. “Find out what excites me, and hopefully your client fits into that area,” she said.

Vanian covers enterprise tech for Fortune, including data centers and network infrastructure. He said he spends most days tracking Twitter for story tips and news leads. Varian also enjoys studying the federal financial disclosures of public companies.

Fortune Senior Writer Michal Lev-Ram described her dual roles as a telecom reporter and co-chair of Brainstorm Tech and Fortune’s Most Powerful Women: Next Gen conferences.

Gute blogger J. Bonasia is one of many Bay Area PR execs who crowded into the basement of Highwire PR for a Q&A with the Fortune staff in San Francisco on May 21, 2015. (Photo credit: Highwire PR)

Gute blogger J. Bonasia is one of many Bay Area PR execs who crowded into the basement of Highwire PR for a Q&A with the Fortune staff in San Francisco on May 21, 2015. (Photo credit: Highwire PR)

When asked about story interests and pet peeves, Lashinsky expressed his growing distaste for the sheer amount of startup funding stories out there today. “I think a lot of these stories on our competitors’ sites really suck,” he said bluntly. Another concern for Lashinsky involves news embargoes: “I think they produce bad journalism and I have ample evidence of doing better stories that come out two to three days after the embargo.”

Lashinsky explained Fortune’s overarching theme for tech coverage from the viewpoint of Fortune Editor Alan Murray: “He believes all business leaders need to understand the underlying technology, no matter what business they’re in, so technology coverage becomes central to the coverage of the business overall.”

In assessing the current state of tech journalism, Lashinsky noted that the industry remains in flux because online media “still hasn’t found a business model that works.”

“There is an existential battle between content on one hand and journalism on the other, and we do journalism” at Fortune, he said.

Lashinsky wrapped up by saying the best way for PR pros to develop a relationship with Fortune is to deliver acclaimed sources who are hard to get for interviews. No surprise there, but for lots of PR agencies that work with small and midsize client firms, such a “get” remains an ongoing challenge.

Lavanya DJ Celebrates 10 Years at Gutenberg Communications
by Jordan Hubert

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Congratulations to Gutenberg’s own Lavanya DJ for reaching the 10-year milestone at the company!

Enjoy the video we compiled with testimonials from fellow Gutes reflecting on Lavanya’s great work over the last 10 years. Here’s to 10 more!

lavanya-gute 10 yrs

Making Your Voice Stand Out in a Technology-Mobile-Security First World
by JoAnn Yamani

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Photo credit: TaaraGo

“Is NOTHING sacred anymore?!?,” exalted a fellow shopper standing in an exorbitantly long line at a crowded mall less than a week before Christmas. With everyone’s personal lives on display through LinkedIn, Facebook and Twitter, the answer to that simple (and, most likely, rhetorical question) is “No.” Yet, we still live in a reality of our own creation that we define our own privacy and have more than a modicum of control over our lives (be it digital, analog, or paper).

On Christmas Day, the Wall Street Journal reported that the National Security Agency was asked to provide additional details about its supposed snooping in regular peoples’ lives. To those of us not living under a rock, this came as no real surprise. To those of us in the public relations industry, it was par for the course.

The upside about all of this data about random people (and the tangential reality that nothing is sacred anymore) is that it’s hard to stand out. We find this equally true in the technology-ridden world of Silicon Valley where the latest and greatest technology is, quite often, muffled by the big voices of the Fortune 20.

Hear (pun intended) are some tips for making your smallish voice stand out above the din:

  1. Make friends with others

For every New York Times or Wall Street Journal, there is a great industry-focused publication that, like you, knows there are other players in the same field. Introduce yourself. Explain your market differentiation. These are important building blocks toward more business-focused pieces.


  1. Befriend a big kid

Reporters with the larger publications are smart, too. They know that more interesting stories can be told with an understanding of the overall industry landscape. Mine the fields and find them. Work around their schedule. Find your relevancy to their coverage and see if there is interest in a different perspective.


  1. Learn to take “No” (not this time) for an answer

Okay, so we’re all busy. Maybe some other company is getting funding from Khosla. Maybe Microsoft is next behind Sony in the hack-attack. But, establish an ongoing dialogue so your company remains top-of-mind.


  1. Know your point-of-view before the opportunity strikes

Having pre-planned responses to malware attacks, advertising maelstroms and whatever craziness happens is a strategic maneuver for you and your marketing team to block and tackle immediately, before the need to huddle even arises.

Happy Holidays from The Gutes!
by Jordan Hubert

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2014 has been a great year at Gutenberg! To say thank you for all of the support we received in the past year from our clients, colleagues and friends, we held a terrific holiday party in their honor at our new office in Campbell!

Thanks to all who attended last night’s party (some pictures below and the full album here). We wish you all a happy and healthy new year!






Holiday Shopping Goes Mobile: Lessons for Marketers and Companies amidst the Shift in Shopping Patterns
by Jen Kindred

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Photo credit: Sense Networks

Photo credit: Sense Networks

Ah, December… a time for reflections and predictions. Marketing and PR professionals are especially fond of this annual season of round-ups and forecasts. It gives us a chance to take a step back and think about what we’ve learned, to note patterns and emerging trends, to take a deep breath and prepare for the rush of work that will land on our laptops in January. Here in Silicon Valley, the holiday season has us thinking a lot about mobile technology, among other important topics. How has the rapid expansion of the smartphone universe impacted holiday shopping, consumer behavior and family traditions?

Recent news reports about the health of the holiday economy are less than clear; by some reports, retail spending fell 11% on Thanksgiving weekend. We’re still in the first half of December, so the comprehensive picture of retail results remains to be seen, but one thing is clear: mobile is a big game changer. According to MediaPost and IBM, online traffic from mobile devices on Thanksgiving Day was stronger than traditional PCs for the first time, accounting for 52% of all online traffic. Best Buy experienced such an unexpected surge of mobile traffic, their web site crashed.

Black Friday shopping—complete with crowds, bad weather, and parking lot hassles—has lost some of its luster now that similar discounts can be found online before, during, and after Thanksgiving. Some of us, after all, are old enough to remember when Turkey Day was more about family than the frenzied pursuit of doorbuster deals. Perhaps the convenience of shopping from our phones, tablets, and laptops in the comfort of our own homes is helping us reclaim some of the true spirit of the holidays. Indeed, teens and Millennials appear to be one of the most lucrative targets for in-store Black Friday sales; American Eagle, Old Navy, and Victoria’s Secret had a banner weekend.

As with any major paradigm shift, the remarkable changes we’ve seen in consumer behavior over the last few years have far-reaching implications, some of which we are only beginning to understand. When we step back from retail numbers to take in a bigger picture, we see that mobile devices are impacting much more than just shopping trends. In recent years, increasingly dire weather conditions have impacted the shopping season; many retailers started promotions earlier this year to hedge against this risk.

The ongoing debate about the disappearance of the middle class and the struggles of the working class appears to have also had a sobering effect on many Americans’ spending habits. While the overall economy shows promising signs of recovery—lower gas prices, improved jobs numbers, the best consumer sentiment stats in seven years—retailers may have been too optimistic about how this good news would hit their bottom line this season. After many years of economic struggle, many Americans are using the extra room in their household budget to pay down debt, save for retirement, and donate to charitable causes, knowing that tough times may still lie ahead. (For more on this, see IBD’s article about the Principal Financial Well-Being Index.)

According to Entrepreneur, the number of ads and promotions the average consumer sees during the holiday season is equivalent to standing in the middle of Times Square for 10 weeks. Yikes…how much of that can possibly be sinking in, especially in the middle of a dramatic news cycle? Obviously, in the face of advertising overload, the smarter and more personalized the marketing, the better chance it has of reaching its intended audience and converting to an actual purchase.

Mobile is the most obvious choice for delivering more intelligent, customized promotions to targeted consumers. It will be interesting to see how advertising, marketing and PR professionals use the data generated by this holiday season to analyze consumer trends and tailor their approach. And it will be even more fascinating to see how emerging technologies like wearables (Apple Watch), mobile payment systems, 3D printing, and smart, connected products (IoT) converge to transform our buying and consumption habits in ways we have yet to imagine—not to mention how these habits will be influenced by economic, political, and social developments. Looking back and looking ahead, one thing’s for sure: If you’re on the high-tech beat, 2015 will be a busy year!

What do you think? Is mobile changing the way we shop for and celebrate the holidays? Which retailers were able to break through the noise and make you pay attention this year?

Deal of the Week
by Liana Hawes

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Jeff Bezos’ purchase of The Washington Post last week was a media darling of a deal.  The waning  newspaper finally got a buyer and to everyone’s surprise  it’s’s  founder who paid $250M for the Pulitzer Prize winning  Daily, once valued at several billion dollars.  Bezos was there to catch the Post in what could have been a steep fall from grace if a buyer didn’t show. Bezos dealt with the Graham Family, the paper’s publishers and operating executives for four generations.

The year 1993 was the height of The Washington Post’s daily circulation which peaked at 843,332 daily subscribers (source: Alliance For Audited Media).  In March 2013, The Post’s daily circulation was 474,767 and was down 7 percent in the first half of 2013. In 2012, the paper had 640 employees. It once had 1,000.  The Washington Post Company reported that it lost $50M in revenue during the first part of the year, because of its newspaper operation.  Despite its legacy and prestige, the Washington Post is now a cash drain.

Large publicly traded companies don’t want their newspaper properties any more.  But small private investors do. Bezos, however, is not just any investor. If you look at his personal wealth, this $250M price was not a big purchase , a drop in the bucket for Bezos.   There’s six degrees of separation and, if you read between the lines, the purchase is not that surprising.

What does Jeff Bezos, a techie entrepreneur/billionaire  possibly want with a newspaper property with declining circulation and advertising?  Bezos is a media mogul who changed the book publishing industry and managed to make Amazon into a brand giant and household name –  and himself a billionaire in the process through Amazon’s various operating entities.  Who has not bought a book from Amazon or gone shopping on the site?   If Bezos hasn’t made consistently profitable, he has made it  valuable as a brand giant, an in-your-face always-on digital media company.

Whether we can expect that The Post, which won a Pulitzer Prize for breaking a key Watergate story in 1973, has any hope for a bright future, let’s watch and see if the sale signifies, “The beginning of a phase in which this Gilded Age’s major beneficiaries reinvest in the infrastructure of our public intelligence,” as  stated by The Atlantic editor James Fallows who’ said the deal put him in a ‘state of shock’, according to an August 5 story in The New York Times Dealbook column.

When a media or communications company invests in or acquires a content company or digital media property,  typically a subscriber base is  co-opted such that existing content and programming expands to a new audience of consumers creating revenue growth opportunities CPMs.  Media conglomerates, therefore, are one of the most heavily regulated sectors.  Their ownership of the airwaves and broadcast networks monopolized access and control of public communication to serve their own commercial interests.  Aside from broadband and cable, where are new audiences to be found?  Where will those 474,767 Post subscribers go, along with those of their sister properties?  Where will The Post’s find a new audience for its editorial content?

Look no further than behind the LDC screen of your Kindle digital reader.  What better medium to deliver and promote news product.    If you are one of the 22 millions owners of an Amazon Kindle devices, you may soon find yourself  a subscriber to The Post and its sister publishing businesses ( also included in the $250M price).  And don’t be surprised if a Post story pops-up during your online shopping experience on  A digital content distribution model such would not be  rocket science especially for Bezos, who is credited  with changing  consumerism.  All speculative at this point since Bezos himself (not his company) was the purchaser.  But just how will Bezos leverage his new toy from an operations standpoint?    How much fun is there to be had with this new toy?  There could be six degrees of separation?

Now here’s another angle that was investigated by NPR’s media correspondent David Folkenflik, who looked at this deal from the standpoint of intellectual property and sales tax.  This report revealed Amazon to be a major vendor of cloud storage to the CIA which paid Amazon $600M to build its cloud storage system.   While it may be a large storage provider to the CIA, Amazon wants nothing to do with Wikileaks, which it booted from its web hosting service Amazon Web Services back in 2010 at the height of public interest in Wikileaks.  You might think Bezos is new to Washington but his Company had no problem following  the directive of Senator Joe Leiberman when he called for retaliatory action against Wikileaks.  Amazon Web Services stated that Wikileaks violated its terms of service because it “doesn’t own or otherwise control all the rights to the classified content” and that the 250 classified docs that Wikilieaks was publishing was not “redacted in such a way that they were not putting innocent people in jeopardy.”

Whatever the reasons or the way the language is written, Washington may not be such an unfamiliar ground Bezos and his purchase of the Graham enterprise is more of a power shift than a good will purchase of a curious new toy.

Don’t Be Afraid of Social PR
by Erin Elton

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At the AlwaysOn OnMedia conference in NYC yesterday, I saw a fascinating panel on Social Commerce. An interesting statistic came out of the panel discussion from Lance Neuhauser, CEO of The Echo System: 95% of Facebook wall posts from companies go unanswered while call centers for the same companies are packed with customer service reps taking phone calls. Most large companies do not have any employees focusing their time on interacting through social networks to improve their image.

Most companies have in place response strategies for the media, but what about negative comments about your business through social networks?

Based on this presentation, here are a few tips for rapid response social media PR:

1) Have someone within your company (or at the PR firm that represents you) constantly monitor your company’s FB pages, Twitter handle, YouTube channel and every other social network for any comments.

2) Respond right away to either negative or positive comments by either re-tweeting, commenting in a thread or posting how your company corrected the wrong that you were called out on.

3) If possible, directly message the person that negatively commented about your company and apologize for any inconvenience and make it right through a discount, refund, etc.

4) DO NOT try to fight back and challenge the person unless you are ready for a possible social media comment war. In some cases, this kind of publicity could be a good PR stunt but make sure you have thought through all the possibilities.

Remember: Social media is the new social interaction medium for businesses. Stay ahead of the curve by paying attention to and interacting within your social networks.

4 Holiday Pitching Tips from your Friends at Gutenberg
by Jordan Hubert

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The holiday season is a time for family, friends and food. It’s a time to appreciate those around you and participate in the spirit of gift giving. But, it’s also an excellent time for us PR folk to build relationships with members of the press, clients and colleagues. From a media relations perspective, it’s also one of the best times to pitch. Below are 4 holiday pitching tips from the Gute team.

1.       Thank the Press – We’ve been reaching out to the same media people throughout the entire year and in most cases contacting them strictly via e-mail or phone. Now is the time to invite a few key press people out grab lunch, dinner or a drink to thank them for their time and get to know them a bit better as people. The holidays bring out the best in most people, so odds are if you take the time to meet with journalists during this time of year, they’ll be more open to not only you,  but also open to hearing about your client(s). If time and/or budget doesn’t permit an outing, send a ‘Thank you/Happy Holidays’ card or email. It can go a long way. You’d be surprised.

2.       Develop a 2012 Outlook Pitch Platform – Everyone is writing about the year ahead and recapping 2011. Why not hop on the bandwagon? We’re sure there’s a fit for any industry you’re in.

3.       Catch them Right before the Holidays – This is a tricky one, but if done right can bear fruit. Most offices are closed the last two weeks of the year. And if they’re not, most press folks take that time off. Odds are you should probably start outreach in Early Dec., right after Thanksgiving to catch them right on time. Unless of course we’re talking about a long lead publication.

4.        Identify those folks NOT taking holiday – News never sleeps, so there are some media that will be working straight through Christmas, Hanukah, New Years, etc. Our job is to identify those folks right away and check in with them to see what it is that they’re covering. While most media folks are on a tight deadline to get stories in before the end of the year, odds are they have a warm fuzzy feeling in their hearts from all of the holiday sweets and spirit, so they’ll be more open to your idea.

These are just a few tips for PR folks looking to gain some media traction throughout the holiday season.

We also want to wish our readers a very wonderful holiday season and happy new year!

End of an Occupation – End of a News Cycle?
by Liana Hawes

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Brookfield Properties owner and former New York City Planning Commission Chairman John E. Zuccotti has a public park named after him in the Financial District of lower Manhattan where Trinity Place, Cedar Street, Broadway and Liberty Street converge. The site itself was formerly known as Liberty Park Plaza, one block south east (or thereabouts) of the World Trade Center. If you’ve ever had a day job in the Financial District, you’ll know what an important respite this Plaza, with its trees and seats, was (is) to a weary workers on lunch break. 

Zuccotti’s real estate, and the area surrounding it, has a place in history as defending private commercial interests. While the plaza itself has been used frequently in the 20th century for public demonstrations and the staging of protests, back in the 17th century the ground was part of the Dutch Colonial settlement “New Amsterdam”, an extension of the Dutch Republic. The settlement was just outside of Fort Amsterdam (which protected the interest of the Dutch East India Company’s fur trade operations on the Hudson River) and strategically situated on the southern tip of Manhattan Island. This region, including the settlement and the Fort which was the Colony’s capital, eventually became known as New York City.  In recent history, as the Towers fell, Liberty Park Plaza was covered with debris and in the aftermath was used as a staging area for recovery efforts.

Over the past few weeks the park has again taken a place on center stage as it’s been a staging area for the OWS movement. On a recent visit to the Occupy Wall Street encampment, I was particularly struck at how impressively the OWS drum battery was staged in the Plaza. They sounded terrific and beat a call for all the tourists and onlookers who walked by in curiosity, disgust, wonder, ignorance and encouragement. 

After throngs of spectators trampled through the Park’s maze over this past weekend of assemblage, protests and camping, the Plaza was yet again strewn with debris – trash – which has since been cleared – along with the Protesters. It was empty and clean this morning and glam shots of pristine Zuccotti Park evoked the Liberty Park Plaza of yore, New York’s Financial District in all its glory where the Towers once stood strong and Liberty could be felt.  Although I’m not sure why this Park was ever dubbed “Liberty”, maybe for Liberty Street?   

Why did Mr. Zuccotti and his team at Brookfield Properties insist on a name change from Liberty Park Plaza and will he want to go down in history for his role as OWS’s landlord, tolerant of their presence yet pushing for their removal by enforcement? Will the name Zuccotti Park forever be tainted with images and stories about the health, legal, and safety threats the authorities said this particular OWS camp posed to the public at large?  This rather than the cause that actually inspired the Occupy Wall Street movement and other camps to subsequently form in cities across the U.S. in national protest?   

So far, the news media has focused on the logistics of the Camp, the occupation itself, the costs to taxpayers, law enforcement and the legal and removal strategies of the City authorities. Now that the occupation’s over, I’d like to see more stories about the core message in the protest and the rallying cry against the financial establishment, for it was strong and passionate enough to inspire similar “Occupy” protests throughout the nation. I’d like to see Mr. Zuccotti, for whom the Park is named, going head to head in a nightly news roundtable discussion with an OWS operations official. 

How did Mr. Zuccotti get private money to renovate the Park after 9/11?  What were the goals of the renovation and how was Zuccotti Park designed to function as public space? 

This was an $8M renovation by a prestigious firm which installed trees, granite sidewalks, tables and seating as well as in-ground lighting.  It seems like as good a place as any for an urban camp. While the granite is hard as a sleeping surface, it’s great for outdoor cooking and the tables are conducive to networking discussions, training, interviews, chess, dining and computing – all things that make for a successful protest.

The Occupiers will find it hard to be removed but they might be more comfortable if they can go home to a good night’s sleep and a meal and prepare properly for the days and nights of protesting ahead.  Or is the movement made stronger by the camp itself and the community it fostered among its inhabitants? Camps are powerful structures when it comes to group cohesion, defense, protection and taking a stand.

I’m following updates and Tweets on these developments from the New York Times City Room and WNYC news among others. These seem to indicate that the City and Brookfield say that while the Camp must go (and has) the protests may continue.  Now that camp’s over, perhaps the news media will no longer focus on camp logistics and we’ll get to the meat of the story with investigations now turning towards the reasons for the protest and what, if any, are the key messages behind Occupy Wall Street.

by Liana Hawes

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As the agency of record for the New York City’s 39th  Annual Village Halloween Parade, Gutenberg Communications was privy to work with organizers of one of the world’s most famous and longstanding public events that makes Greenwich Village a top international destination on  the scariest night of the year.  Billed as “the nation’s most wildly creative public participatory event,” and “New York’s Mardi Gras,” the New York Village Halloween Parade, now in its 39th year, typically attracts approximately 2 million attendees – and that’s not counting Parade participants! Like no other public event in the world (well maybe Burning Man), the Parade constantly makes the “bucket list” of things to do before you kick.  So who actually shows ups and what sorts of public relations challenges does it present?  

About 50,000 participants including hundreds of giant puppets, artists with explosive imaginations, thousands of New Yorkers in costumes of their own creation, dancers of all styles and more than 50 bands show up to be in the Parade. Talk about photo opportunities! That’s not to mention the 450 “media” who registered online this year for a Press Pass so they could join in and cover the Parade en route from the inside.- A contingent of NYPD officers are on Parade duty that night as are big crews from NY 1 and WPIX which station their production trucks to capture a live broadcast of the Parade as it s makes its way through the Greenwich Village up Avenue of the Americans from Soho to Chelsea.

Pointing press to the event highlights can be incredibly difficult when your line-up includes: the Incredible Hulk, the Mad Hatter, Roving Eyeballs, decked out Mini-Coopers, Chubaka, flying snakes, giant dragons, the rock band KISS, Little Red Riding Hood, Spiderman, drag queens and kings, Pirate Bluebeard, Princess Diana, Jagermeister skeletons, the Abominable Snowman, WonderWoman, robots and thousands of witches, ghosts and ghouls – just to name of tiny few of those available for photo opportunities.  Bigfoot also showed up this year as did Obama, who appeared many times throughout the line-up violently wielding a budget ax.

Each year, in keeping with tradition, the Parade is headed by an ever-changing menagerie of Giant Puppets and special costumed performances. This entourage provides the kernel of inspiration that sparks the creative energies of the other 50,000 Parade participants. We try to engage media to attend one of the scheduled workshops and locations where the Parade’s giant puppets are built and created by master puppet artists.  Media can go to the workshops to engage in this wonderful process and meet with the artists.  Technicians responsible for these puppets work throughout the summer and fall in many locations around the Greater New York City area, Upstate New York, New Jersey, Boston, Cleveland and the North East. These workshops are busy designing and fabricating new creations to fulfill the changing themes of each new Parade. Some 600 volunteers from the local communities and from New York City assist in the various stages of building, assembling and operating the puppets and costumes. 

Communicating about enterprise software, venture capital and IT services can be downright scary at times but here’s a more daunting PR challenge:  Each year the Parade has an artistic theme set by master puppet and pageantry artists Alex Kahn and Sophia Michahelles of Superior Concept Monsters, the Parade’s official puppeteers. The chosen theme is based on oral history, socio-political concerns, myth and tradition. The overarching, grand-view messages behind their large-scale puppet creations are not exactly easy to convey in words to journalists who have become more accustomed to sound bites and simplified bullet points.  This year’s 2011 theme, “The i of the Beholder,” explores what makes the disembodied EYE so disturbing and familiar. Tradition associates the all-seeing eye with inescapable power and authority – coldly remote, yet as near to us as the back of a dollar bill. (sounds like a few clients we know:)  As Kahn and Michalles put it, “The technology of Facebook and Flickr offers us the possibility of seeing everything, we risk seeing nothing but ourselves, eyes wide shut, in a collective feast of Narcissism. Argus, for all his vigilance, is slain by Hermes (God of Communication), and for his sacrifice, is turned into a peacock.”  For this year’s Parade, video images of a close-up eye were projected onto a “Great Eyeball high in the Parade sky, in a succession of images at once intimate and anonymous.” This was beautifully executed visually at the front of the Parade. While hard to encapsulate into a sound bite or bullet point in our preliminary press, it was great to be able to point journalist to actual visuals – moving giant puppets processing up 6th Avenue and as they were coming to life at the puppet workshops.  

Over 450 “journalists” registered for media passes to the Parade this year.  Last year it was about 250. Anyone who registers at the Parade’s Online Press and Media Center as “press” must check-in on-site at the Press Table starting at the Parade starting point at 2pm on All Hallow’s Eve. We issue official NYC Parade press badge badges to anyone who took this action or. The majority of registrants are freelance photographers who have agreed to submit their photos to the Parade Photo Gallery at the Parade’s official website. This, in return for a pass to cover the Parade from an insider’s vantage point.  Many stragglers with cameras, who did not take the time to register, nor have any press credentials, still show up requesting a badge.  In addition, several credentialed media on assignment showed up and checked in. This year they hailed from outlets including Barron’s, the Associated Press, Reuters TV, the BBC, Agence France, The Daily News and others on a mission to capture and file photos and reports by deadline that night.  The credentialed are approved and their laminated NYC press badges are enough to ward off the NYPD who are empowered to promptly non-badged photographers from the lineup. But other bloggers, photographers who are neither credentialed nor took the time to register are sometimes left hanging.  It’s tough being a gatekeeper on this massive media event.

The Parade steps off at 7 p.m. on Halloween and media typically arrive to start their reporting at approximately 6:30 p.m. at which time they ask for spokesperson interviews. Now, there are three official spokespersons including the creatives, Kahn and Michalles and our key spokesperson, the Parade’s Producing Director and national Celebration Artists Ms. Jeanne Fleming, who has a legacy with the Parade, and is  one of the most electrifying clients and dynamic spokespeople a publicist could ever hope to work with.  At the bewitching hour when most journalists want their interviews, however, all three spokespeople are crazily busy dealing with any number of things that could go wrong (and never do). Puppet artists can speak eloquently about their creations but they are so busy rigging the giant puppets and organizing teams of handlers it’s hard to find them let alone nail them down for interviews.  Ms. Fleming is on a 2-way radio with the NYPD police chiefs, head marshals, drivers, bands, crowd control specialists, sponsors and VIPs so she’s a bit hard to nail down for interviews. This whole scenario has forever changed our view how to wrangle for interviews at an event.

“A spokesperson from Occupy Wall Street said a contingent of 500 Occupiers be showing up to march in the Parade. Can you confirm that?” a reporter with a major metropolitan daily asks.  “No, but anyone is welcome to join the Parade If they are in costume.”  The tradition of the Village Halloween Parade is to invite everyone in costume to join the parade — and typically 50,000 to 60,000 people take advantage of that invitation every year!  Most of these are costumed celebrants on foot. As the nation’s most wildly creative public participatory event and the greatest City in the world, anyone and everyone in COSTUME is welcome.  Safety and enjoyment come first. Parade organizers, therefore, ask all participants (including those from Occupy Wall Street) to keep the spirit and tradition of the Village Halloween Parade alive and abide by these simple rules. So the word went out: Get Your Costume Together! 

Once the Parade gets underway we lose our authority, power and control as PR gatekeepers, and follow our natural inclination to keep watch beside the broadcast production trucks of NY 1 and WPIX where crews are set up and directors calling the shots, keeping the parade moving despite the many photographers who hold up the procession as masqueraders pose for their cameras.  It’s hard to distinguish between the officials from those who are costumed like them.  It’s chaos at the very hour when the world of the living and the dead can supposedly see through to the other. As the Parade processes, we resume our role as ushers and facilitators in a massive public procession that has a mind and spirit of its own. We watch the procession move with the powers that be:  Frankenstein families, pirates, dead presidents, super heroes, monsters, ghouls, ghosts, witches, Tea Parties, Budget Axes and other creatures of the night. To stand and watch: now that’s a tall order when you’re a bunch of control-freakish PR people.  The next day’s results hit national and international outlets and the stories, blogs and photos all publish in a wicked PR Brew!

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