Now Pitching Notes, a newly launched site geared at PR pros, gives us the chance to share our experience with reporters, both good and bad, and even rate them using a Yelp-style star system. Best of all – it’s free.

I know I get excited when I Yelp something and find out it has 900 reviews and a 4.5 rating. It fosters the anticipation that I am about to have a great experience. So I am all for a site that lets us share our journalist interactions with each other. If I know that a bunch of my peers have worked with Joe Reporter, and that he really likes short pitches, hates to be contacted on Tuesday mornings and is most responsive to email on Wednesday afternoons that only helps me create a custom, targeted pitch to maximize the potential of establishing a long, mutually beneficial relationship.

At Gutenberg we already leverage each other’s knowledge of media personality quirks, but the concept of having a site where all PR professionals can share their experiences is exciting. Like any site that relies on user’s feedback, it will take Pitching Notes a while to build up its database of reviewed reporters and become a reliable go-to resource, but as the site gains traction it will be a complementary addition to the big database tools like Cision and Vocus.

After taking over a struggling 1-4 team, quarterback Tim Tebow led the Broncos to victory after victory last season, struggling for the first three quarters before “Tebow Time” took over late in the game. With an offense that quickly transformed into an option attack, and a defense that kept every game close, the Broncos eventually won the AFC West title. Tebow was also a major reason the team won their first playoff game in electrifying fashion against the Pittsburgh Steelers in overtime.

The signing of Manning has caused some dissatisfaction in Denver and throughout Bronco Nation. The so-called “Tebowmaniacs” are demoralized at the loss of their savior and Tebow himself can’t be too happy with his sudden departure from the team that he resurrected last season, although you would never know by speaking with him. Even after signing one of the greatest quarterbacks in NFL history, Elway (now an executive with the team) has left a fan base divided, and this isn’t likely to change any time soon.

While Manning has the potential to lead the team back to the playoffs this season, one has to wonder how much of an injury risk he remains. Should something happen to the new face of the franchise, could we be looking at a potential PR nightmare in Denver?

Tick…tick…tick…

And what about Tebow’s new team. On paper, the New York Jets acquisition of the quarterback would appear to be a slam dunk for their fans. Already one of the most popular athletes in the world, Tebow brings his marketability and football skills to the center of the media universe. This situation has the potential to put him in LeBron James territory when it comes to his marketing value. But what does his acquisition do to the chemistry of the team? If he becomes the starting quarterback, will Tebow have the leeway to struggle as he originally did in Denver, while playing in the #1 television market in the country?

Tick…tick…tick…

Right now, the Jets now have the equivalent of two starting quarterbacks in Tebow and Mark Sanchez. The team just signed Sanchez to a three-year contract extension last week, a move that was met with a mixed reaction from Jets fans that have waited since 1969 for a return trip to the Super Bowl. Sanchez is 27-20 as a starter in the regular season and has a 4-2 record in the playoffs. Like Tebow, he’s led multiple game-winning drives and who can forget that he’s defeated Tom Brady and the New England Patriots three times over the past three seasons (something no other quarterback in the league has done). Will diehard Jets (and Sanchez) fans revolt if the coaching staff hands the ball over to Tebow as the starting quarterback in 2012?

Tick…tick…tick…

Whether its comments by Coach Rex Ryan, or issues involving players and/or fans, the Jets always seem to be in need of a PR makeover. Now, Tebowmania is about to sweep New York and one has to wonder what that means for the city. The team has always needed a “good guy” who can lead the team back to its glory days. Will the arrival of Tebow be the new incarnation of “Linsanity” that Jeremy Lin brought to the New York Knicks? Or are we looking at a quarterback controversy that will bring on a PR nightmare in New York?

Tick…tick…tick…

From a public relations standpoint, both the Broncos and Jets will be interesting to watch this season. You have to wonder what happens to the Broncos if Manning gets hurt. How quickly will the backlash come from the fans? How soon will you hear the “I told you so’s” from local sports writers? How will the Broncos be able to save face?

Tick…tick…tick…

And what about the quarterback situation in New York? Will Tebow be the starting quarterback? What about Sanchez? If Sanchez starts the season as the team’s quarterback, and struggles, will the coaching staff be forced to make an immediate change? What if he plays well? Will fans still demand increased playing time for Tebow?

Tick…tick…tick…

Both camps are walking on thin ice right now with fans due to their recent moves. As with any trade, the sky’s the limit for the potential. Who knows? The signing of Manning and trade of Tebow could end up being great for both franchises. But, if something goes wrong, you could easily be looking at a major PR nightmare in both cities.

Tick…tick…tick…BOOM!

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.

2011 was a great year for Gutenberg. We were fortunate to increase our client portfolio and expand our team of media relations gurus across the U.S., UK and India. In the process, we also won the Mercury Award for outstanding media relations and PR News’ 15 to Watch award. Most importantly, however, we received excellent client feedback and landed coverage in ABC, Bloomberg, CNBC, CNN, Fast Company, Forbes, Fortune, Fox Business, The Huffington Post, Mashable, Reuters, The New York Times, The Wall Street Journal and hundreds more.

Also, in the spirit of newness, we wanted to let you know that we’ve got brand new office digs. Gutenberg Communications has moved locations to the 15th floor. It’s the same glorious midtown address, but now we’ve got an even better view of the New York Times building. Plus, our new work space has high-tech conference facilities, a bike room to reduce our carbon footprint, a pitch room to increase our client footprint, big bright windows, and our favorite lunch spots don’t even have to change. What else could one possibly need?!

Take a look for yourself and then come visit us. We’d love to show you around. We’ve moved on up!

So here’s the thing – I have always been a diehard Lakers fan and the love of my life used to be Kobe Bryant (disclaimer – I am not the reason Vanessa is divorcing him). But there is just something about the Clippers that is so lovable and so amazing and so enrapturing that I had to cheat on the Lake Show and switch sides. Naturally I spent precious time since Monday thinking about my transition to blue, red and white and I think I have figured it out. Yes I love CP3 (thank you Commissioner) and the tall and lanky DeAndre Jordan (he actually dunks more than Griffin… and those REBOUNDS… my goodness!). But there is something about the Blakester that makes me want to keep coming back for more. The thing is – I am not the only person that feels this way. Griffin is one loved dude right now in LA. So why does Griffin get all the love?

I talk to companies everyday who want more attention from the media and they want to know how to get it. What is it they can change? What can they do to get the media to call them for stories? How can they be more like Blake Griffin? I get this ALL THE TIME. So here’s the sizzle:

1. Be diverse. Don’t spend all your focus on twittering up the twiterverse or inundating reporters with static press releases they may or may not find interesting. Have a full court press attack toward press, bloggers, analysts, social media networks, etc. In order to “Griffinize” your company you need to have skillz in all areas of the game.

2. Have confidence. Next time Griffin puts a Perkins into submission notice the look on his face afterward – it is one of determination and dominance but very little arrogance. You respect him, you don’t hate him. He doesn’t slow down after a win because the momentum carries him forward and he capitalizes on it. Griffin’s dunk wasn’t until the 3rd quarter but he carried on the confidence that he is “the man” the rest of the game. He was on fire and so was the crowd.

3. Don’t be afraid to dunk. SPEAK OUT BIG PEOPLE! Be proud of what you do and let the world know. Always prep before you go out strong (I was impatient while Griffin warmed up and stretched for 15 minutes before we saw any action) but when you are ready come forward with a strong united front and tell the world (or tech/business/trade pubs) your story.

4. Have a personality. Blake is the poster boy for fun and entertainment in the world of basketball. Trust me, I know this even more after attending the Warriors vs. Kings game in Oakland last night after the Clippers vs. Thunder game in LA. It was a snooze-fest for me because the night before I was entertained from start to finish with dunks, assists, alley-oops and team camaraderie. The Blake Show mesmerized me so much that I can’t stop watching ESPN highlights on repeat. Griffinize your company by being fun interesting and consistent! Even if your technology is complex you can make it interesting – that’s what we are here for. Let us “Griffinize” you.

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!

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 20^th century for public demonstrations and the staging of protests, back in the 17^th 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.

WHO SHOWS UP?
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.

PR CHALLENGES
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.

PRE-EVENT PHOTO AND STORY OPPS
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. 

THEME
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 6^th Avenue and as they were coming to life at the puppet workshops.  

PRESS CHECK-IN: OH JOY!
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.

CRAZED SPOKESPEOPLE
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.

OCCUPY WALL STREET IS COMING?!
“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! 

CONTROL FREAKS BACK DOWN
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!

In addition to the dignitaries, press and potential donors, other noteworthy guests were in attendance. Mentees from emerging countries in Africa, South Asia and the Middle East came to the event and lest anyone forget, it was really their story to be told that evening.

The Foundation’s mentoring platform is powered by Google. Mentees use Gchat, Gmail and Google docs to connect with their mentors in other countries and gain practical business advice. Given the different geographic locations and time zones these partnerships span, Google’s tools are a valuable and conveniently free resource. The program is unique for its focus on emerging markets and women that have already established businesses in their communities. The Foundation is empowering women with the drive to succeed simply by giving them the resources to do so.

Also interesting is the mentors themselves. It may be the effects of attending a women’s college, but I couldn’t help notice how many of the mentors were men. This was brought up later in the panel discussion and the question was met with brutal honesty. Why men? Because they generally have more resources and are more successful. While the event highlighted the needs of other countries, the panel discussion brought home the challenges the UK and US now face.  How can we empower our own women to succeed in technology and business?

The event gained attention from CNN’s new show Erin Burnett Outfront, Entrepreneurship Magazine and Bloomberg, among others who were in attendance. Congratulations to Cherie, The Foundation and Google on a successful US program launch!

If you’re interested in learning more about The Cherie Blair Foundation for Women or becoming a mentor please visit:  www.cherieblairfoundation.org

Here are three ways that PR pros can use social media to strengthen pitching efforts and perhaps more importantly create solid bonds:

1. LOCATION, LOCATION, LOCATION – With LinkedIn, PR professionals have the ability to easily and unintrusively view where a reporter is located when booking a local media tour.
2. MUCK RACK – A quick method to discovering what reporters are discussing among their community is to head over to MuckRack.com where you can catch a filtered view of the latest tweets by reporters (designated by beat)
3. FRIEND REQUEST – A few of my colleagues have creatively used Facebook to interact with reporters on both a professional and personal level helping to successfully cultivate a PR/reporter relationship. 

Unfortunately many PR pros have relied too heavily on the “mail merge” or “bulk sender” option when it comes to pitching efforts. We can see this time and again on reporter Twitter feeds when they call out a #PRFail.  Reporters respect PR pros that take the time to truly understand the publication and their beat. Social media has made it easier than ever to identify and track reporters that might be great contacts and approach them with a more personalized message. Gaining insights in real time and understanding what is happening for these reporters on a more personal level translates into a much higher likelihood they are open to pitches and story ideas.

Do you have any experiences with social media? Send me your thoughts.