Why Do We Give?

By Allen Caudle, Executive Vice President, Crisis and Training

On April 16 and 17, I will ride my bicycle from Houston to Austin participating in the MS150 for the sixth time. For those not familiar with the MS150, it is a two day charity bicycle tour benefiting the Multiple Sclerosis Society that successfully moves 13,000 bicyclists and some 5,000 volunteers over a 180 mile route from Houston to Austin and raises more than $15 million each year. I marvel at the amazing planning and execution of this event as they safely move this crowd, hydrate and feed it every 10 miles, provide lunch, dinner, breakfast and lunch again to all participants and volunteers, and have smiling faces at the end on the steps of the Capital.

I rode about 110 miles this weekend to train. I admit, I enjoy riding my bike and I receive great humor from looking at the amazing things people will wear to ride a bicycle. This week was the team from one of the hospital radiology departments attired in the skin tight shorts and shirt with the anatomically correct skeleton print. And there was the rider adorned in black and white prison stripes being chased by another rider with a jersey that read POLICE. All in all this weekend, I was on the bike six hours and my thoughts wandered to “why do 13,000 people agree to give a minimum of $450 per person to participate in this event. Why has this event been so incredibly successful for 26 years?”

I started my thoughts with “Why do I give?” The first time I signed up for this ride was because I enjoy cycling, it sounded like fun and my oldest daughter wanted to see if she could do it. As I began my fundraising that first year, I became aware there were a lot of people that I know or their relatives that are touched by this disease. These people were willing to be quite generous and supportive of my efforts.

That first year, as I rode, I enjoyed reading the signs of encouragement along the way. But it tore my heart out and reduced me to tears when victims of MS came out to the roadside in wheelchairs and on crutches to cheer me on and thank me for my effort. It was then that I knew the answer to why I give. I give to those who can’t help themselves. And I give because as a collective group of 13,000 participants, we raise enough money to make a difference.

But why are people so giving?

I happen to live in one of the most giving cities in America, Houston, Texas. I’ve been to charity galas and watched the city’s wealthiest write checks on the spot for half a million dollars and we’ve written more than one news release for a not-for-profit announcing the receipt of a multi-million dollar gift. Why do we give?

I’ve watched the entire city of Houston rally to welcome and support hurricane Katrina victims. We’ve all watched our nation rally to support Haiti and now Japan. Why do we give?

In 2006, Albert Oetgen, NBC News, wrote an article entitled, “Why do Americans Give”:

It’s complicated. And none of this seems to settle it.

But perhaps this does:

Independent Sector, a charity umbrella group, is one of the many organizations that periodically examine the question. In its most recent comprehensive study, in 2001, 84 percent of donors said they believe they can improve the welfare of others.

Buried in the 2001 study by Independent Sector is the fact that households in which members volunteer for charitable causes or at their church give more than twice as much money to charities than households with no volunteers.

Yet those of us who give time also give twice the money as those who don’t.

It seems then, we give because we are good. The part of the American character that is hopeful and generous — while flawed, while not perfect — is fundamentally intact.

Sean Stannard-Stockton, CEO of Tactical Philanthropy Advisors answers the question well:

“Humans are communal animals. Without “others” we find life intolerable. If a person sacrifices themselves for another, it is not simply “unselfish”, it is because they would be completely miserable if they chose to look the other way. Any parent knows that the happiness and health of their children is more important than their own needs. This isn’t “unselfish”; it is just a fact of life. It is hardwired into our DNA."

With all the unrest and wars in the world, with all the shootings and robberies reported every day, isn’t it great to know that deep down inside instinctively, we care for each other.

Don’t Panic...Get Moving for a Successful Pre-Graduation Job Search

By Kaycee Holmes, Senior Account Executive, Corporate

Does the question “what are you doing after graduation?” give you night terrors? Do you avoid calling relatives because they might ask you about your job search? Ah, the days of being a college senior. Whether these feelings are still fresh in your memory or you can just barely remember them through the fog of a distant past, it is safe to say we can all empathize.

If you are still sans plans post-graduation, stop panicking and start making things happen! Jobs aren’t going to find you if you’re balled up in the corner of your apartment or drowning your sorrows at the pub around the corner. If you are a college senior (or simply on a job search), follow these simple, yet crucial tips to build your foundation for a successful search effort:

1) Update your résumé: Feeling a little leery about your résumé? You probably aren’t the only one. It’s important to formalize what you’ve done in your career – even if your career is only six months in duration –in order to let companies know what experience you have.

• Put your professional experience first. You want to be considered as a professional first and as a student second

• Add descriptive points of what you actually did at your internship/volunteer group/organization and how it fit into strategies and business goals

→ Hint: Everyone knows that “implemented a new filing system” is a cover-up for doing nothing and that you read that on every résumé website ever created

• Send your résumé around for critique. Send it to your friends, your professors and your professional network. It’s hard not to take constructive feedback personally, but people in your network want you to find a job too!

2) Network: You never know who you could be talking to. Did your friend ask you to come to a charity event? Go! Is there an alumni gathering for a basketball game? Join in the fun! By extending your professional network, you cast a wider net when it comes to looking for jobs. Are you looking for ways to get involved? Consider the following types of groups:

• Young Professionals
→ Dallas Regional Chamber Young Professionals*
→ Texas Young Professionals

• Professional Interest
→ Social Media Club
→ American Marketing Association

• Charity
→ Young Texans Against Cancer
→ Helping Hands for the Family Place**

3) LinkedIn: Update your LinkedIn profile with your newly re-vamped résumé content. Follow companies that you like and consistently check their “careers” sections. The LinkedIn Learning Center has a great set of resources to help you maximize your profile and identify opportunities. Connect with recruiters, classmates and professional contacts – you never know who can connect you to your next career step!

4) Put up an appropriate Facebook/Twitter/MySpace picture: While your future employer would like to know you have a social life, you should re-think the photo where you are wearing a beer helmet or your Sports Illustrated-esque photo shoot in Cabo last summer. They could take a non-professional picture to mean that you aren’t quite ready to settle down with a full-time job. Live by a new motto when it comes to appropriate pictures: WWKMD – “what would Kate Middleton do?” ***

In addition, job search websites, such as Indeed and Monster, can lead you in the right direction based on your location and expertise. If you are local to the DFW area, DFWCommunicators.com is a great resource for media/PR/marketing jobs. Check with your college and alumni resource center (such as the University of Florida Gator Nation Network, my alma mater) to see if they can connect you with other alumni for career advice or opportunities.

Are you interested in joining Edelman at one of our 54 wholly-owned offices around the world? Apply online!

Looking to build your résumé with an internship at Edelman Southwest? E-mail us!



*Edelman’s Dallas office does pro-bono work with the Dallas Regional Chamber. Our general manager, Teresa Henderson, sits on the DRC Communications Council.

**I sit on the board of the Family Place Partners, a women’s auxiliary.

***This does not include her pre-William modeling days.

Give it up for…Culture!

  By Amanda Modglin, Account Executive, Corporate

It’s amazing how much you can fall in love with a city when you get involved in the community that surrounds it.

I grew up in Houston – in a pleasant suburban area, with chain food restaurants all around. I had typical Houstonian experiences, including field trips to NASA and the Museum of Natural Science and family nights in the Theater District and at the Houston Livestock Show and Rodeo.

Even with all of these childhood experiences, I always thought I would never be back. Why? Because I thought Houston just didn’t have “culture”. (If it is not yet evident, I was not permitted to do much exploring on my own in the city. And at the stage in my life I thought I knew “everything”, though I clearly did not.)

Fast forward through college and falling in love with “city life” because of the people and culture I encountered after a couple stints in London and New York, and VOILA! Where am I headed for a job opportunity? Houston.…good…‘ole…Houston – you remember, the land of chain restaurants and no culture.

Two weeks after my move back to the city I call home, I woke up on a Saturday morning to the Houston Livestock Show and Rodeo parade. As if receiving some glorious vision from God, I sat up, the clouds parted, and the most amazing revelation came shining down upon me: Holy cow! Houston has its own culture! And the Rodeo is one of the biggest examples of it!

Over the past two years and three Rodeo seasons, I’ve been able to experience RodeoHouston in new ways, including through the events of our client and the Official Lift Truck Provider of the Rodeo, Cat Lift Trucks, and now as one of the 24,000 volunteers that run the Show. Even as a self-proclaimed city girl, I love this Western tradition.

This year, I had the pleasure of being invited on to the Gatekeepers Committee, one of the 74 committees involved at the Rodeo. We man the gates to Reliant Park, paying dues and volunteering time during the three- week Rodeo season to help produce one of the largest economic-grossing events for Houston. Our dues and time also go toward the main purpose of the Show: to give out scholarships to students in the Houston area.

As a volunteer, what did I receive, aside from the warm fuzzy feeling of helping my community? The opportunity to soak up even more of this diverse city attending the event, networking with other volunteers and interacting with a portion of the 2 million+ Houstonians and visitors that pass through the gates into Reliant Park. It was fantastic! And as an extra bonus, my volunteering contributes to Edelman’s Corporate Citizen Engagement Program, and I am getting major kudos from my team!

Take it from this culture buff, if you want to enjoy a city, give up your time. Jump in and volunteer to help your community. You’ll learn and experience new things and get to know the diverse people and offerings that make your city great.

IN RE: The Speed of Political Risk

By Harlan Loeb, Executive Vice President, U.S. Issues and Crisis Practice Director

How about this for the velocity of political change? Who is Egypt’s Prime Minister? On Jan. 1, it was Ahmed Nasiz; on Feb. 1, Ahmed Shafiq; March 1, Ahmad Sharif; today, Essam Sharaf. No wonder that in the politically volatile Middle East, global enterprises scramble to find an accurate “GPS system.” At a meeting of Chicago executives Tuesday, GE Chairman and CEO Jeff Immelt maintained that he didn’t believe the Mideast turmoil would “hit global economic growth” as long as it was contained. Embedded in his perhaps prescient caveat on “containment” lies the reputation challenge for global enterprises.

As oil prices quickly surge toward historical highs, many multinationals have been blind-sided by the speedy agility and ability of socially organized protests to force regime changes and, consequently, trigger significant uncertainty in critical business markets. Much of the chattering class has criticized the extent to which the tectonic changes in the Middle East caught the Obama administration flatfooted. While critical political considerations certainly weigh in the balance, the significance for global businesses is a much different one. They now are officially on notice that they are accountable for anticipating and planning for political change, and they must calibrate business decision making accordingly. Global business also must recognize that reputation risk is retroactive—so today’s cozy business relationships with dictatorial and corrupt regimes may forge tomorrow’s reputation crises.

Strategic Imperative

What does this mean? Global companies now are duty bound to stress test their decisional structures to ensure that reputation risk and political risk are more closely aligned than ever. This extends to a variety of franchise concerns including:

• Market Entry: It’s all about your reputation. Let’s say that you’re a company with plans to expand in north Africa. Almost certainly, no matter how you look at it, stakeholders will insist you re-evaluate that decision. For if you hit turbulence there, they will charge you with failing to take enough appropriate precautions.
   
• Business Continuity: Yesterday’s honored agreements may not be honored tomorrow. Just consider that market trading and other market-related activities stopped for four weeks during the upheaval there. You must plan for such business-disruption contingencies, in north Africa and Asia.
  
  
• Global Supply Chain: Yesterday’s prices aren’t tomorrow’s. It’s imperative to assess the risks to your global supply chain, your sourcing and pricing, should any number of global events occur, in the Middle East and elsewhere. How dependable is the supply chain you employ and how dependable will you be for those customers who rely on you?
  
  
• Global nongovernmental organizations, or NGOs: They have more credibility and generate more trust today than practically every other institution, according to the 2011 Edelman Global Trust Barometer. So expect them to impose new standards on companies doing business in north Africa and other volatile areas, especially where human rights are concerned. But don’t forget those areas where similar issues have arisen before and they could resurrect again very easily.
  
  
• Security: You’ve got to protect your people and your physical resources.
  
  
• Strategic intelligence: With the rise of global social networking, a sudden event like the Egyptian uprising can’t come as a shock anymore. It makes qualitative analytics even more important for global companies to invest in and use. Further, it underscores the critical importance of your trusted relationships internationally. Without these, a company can’t make informed business decisions today. And if you can’t make them, you’ll fail. You simply must have a sense of what’s going on in the world where you operate.

Indeed, the Mideast events illuminate how interconnected global citizenship and economics have become. GE Chairman Immelt underlined that by noting his company today generates 60 percent of its revenues outside the U.S., up from 30 percent a decade ago. He also cited Boeing, where 96 percent of its employees are in the U.S. while 80 percent of its orders come from abroad.

Because the political landscape can now change in nanoseconds and spark enormous reputational consequence, our clients must critically and continually evaluate the reputation risk of the company they keep. That’s globalism 2011.

For more information contact: Harlan Loeb: 312-240-2624 harlan.loeb@edelman.com

Hot Fashion Trends to Cool Down in This Spring

By Courtney Goldberg Senior Account Executive, Consumer

While reporters are focused on fall fashion after having just attended Fashion Week in New York and MAGIC in Las Vegas, consumers are eying their must haves for the spring/summer season. Temperatures are rising and it’s finally time to think about sandals, shorts, bright colors and showing some skin.

Spring and summer fashion trends have a relaxed, light, preppy feel. Bold colors and patterns grace collections and add depth to lines that tout light, airy fabrics offering movement. Mixing and matching is strongly encouraged. In fact, avoid over coordinating and stick with contrast. Also, comfort remains king with many designers introducing collections specifically focused on providing the perfect fitting, most comfortable tank and tee.

Following are a few prominent trends to look for this season:

• Nautical – You don't have to be manning your yacht in Bermuda to feel like you should be at sea. Blue and white, stripes and sailor-themed details and cuts are in this season.
  
  
• Bell bottom denim – High-waisted or regular, wide leg is back. Don’t throw out your skinny or straight leg denim; however, every brand is pushing their updated take on the bell bottom for springtime.
  
  
• Cargo – Cargo pants and shorts are huge this season in all lengths, fabrics and colors. However, you’ll notice many in the army color family, including olive, navy and khaki.
  
• Floral – The perfect accent piece this season, floral provides bold colors and dynamic patterns to spice up any “plain Jane” outfit.
  
• The nude shoe – If you've been shoe shopping of late you already know about this trend. Every brand (designer, regular or value) has a nude colored sandal or pump front and center for the season.
  
  
• Jellies are back – This spring’s version of the rubber rain boot, jellies are the go-to option this summer for an easy, no frills everyday option. Available in an array of styles and colors, these rubber favorites can be found in everything from the traditional flip flop to Grecian style to the wedge.

Also, collaborations continue to pop up between strongly-rooted brands and inventive designers looking to creation options that appeal to a new audience or help update a brand’s look. Older companies are using this strategy to reach a young consumer demographic and grab market share from competitors.

Overall, while fashion is still focused on value, we’re seeing designers and consumers put their creative minds together to present options that speak to broader and more unique style audiences.

What's Hot at SXSWi 2011?

  By Benedict Wong, Senior Account Supervisor, Edelman Digital Chicago

3942. According to the SXSW Go app, that's how many individual events there are in this year's SXSW Interactive! Let's have that sink in for a second.... 3942 events. So many options, so little time.

Which ones to choose? I find that in general the events under the Emerging category are usually a safe bet. With topics like Augmented Reality, Match.com and Foursquare, Building Fences in the sky, Emerging sessions are just fun to attend! It's a great way to find out what may be the next big idea and perhaps inspire you to take a current idea or concept to a new direction.

Keynote speakers can be hit or miss, the buzz this year is definitely on Blake Mycoskie, the founder of TOMS Shoes. Blake will share the secret sauces to how he started TOMS Shoes, how he turned it into TOMS Movement, and how businesses can make money and do good simultaneously.

Trying to attend all the sessions can be daunting, so my advice is go with sessions where you know very little on the topic, and if you find that 10 minutes into the session you're dozing off from boredom, it's okay to leave and check out another session (really!).

One thing that SXSW has added this year for Interactive is "Meet Up" sessions. A wide variety of daytime Meet Ups are scheduled for this year. These are not panel sessions nor do they offer any kind fo formal presentation, they are just rooms for people with similar interests to meet up with other likeminded people. There are Anime Meet Up, Branded Entertainment Meet Up, iPhone Developer Meet Up, Music Industry Geeks Meet Up, News and Media Innovators Meet Up...etc. I hope lots of people check out these Meet Ups; they are great opportunities to network and learn!

That's all folks! Have a great time in SXSWi!

--Benedict Wong
@BenedictWong

The Business of Trust

By Teresa Henderson, Executive Vice President and General Manager

On January 25, Edelman’s 2011 Trust Barometer findings (http://www.edelman.com/trust/2011/)  were presented by CEO Richard Edelman at the World Economic Forum in Davos. And while trust in business, government, media and NGOs is up globally in comparison to 2010, trust in business in the U.S. is down. Surprised? Neither were we.

Also unsurprising are the industry sectors that are the least trusted in America. Banks and financial services companies ranked 15th and 16th out of 16 sectors measured in the study. Insurance companies fared only slightly better, and media companies ranked low, too. One oddity in the study: the relatively low trust Americans have in beer and liquor companies, which have typically fared well financially during recessionary times.

If it’s bad to be a broker, it’s good to be a geek: Technology once again ranked as the most trusted industry in the U.S. and, in fact, gained trust in the past 12 months. It’s also good again to “drive American” as successful rebounds by U.S. car companies fueled a jump by the automotive industry to number 2 on the most trusted list. My father, who spent most of his career at Chrysler Corp. and proudly wore a tie tack featuring the Chrysler pentastar, sometimes even on the weekend, would be proud.

Trust is proving to be money in the bank for today’s companies and has become a business imperative. When a company is trusted, 52 percent of people will believe positive information about the organization after hearing it only once or twice. Only 14 percent will accept negative information on the first or second go-round. Conversely, organizations that are not trusted get very little benefit of the doubt: 59 percent will believe negative information the first or second time it’s heard but only 9 percent will believe the first or second positive message.

So what should companies do if their organization or their industry at large is suffering from a deficit of trust? Here are four simple first steps to take – and stick to.

1. Align profit and purpose for social benefit. Today’s consumer is willing to pay more for goods and services offered by companies who are socially responsible. Today’s consumer is also willing to punish bad actors by not doing business with them. To paraphrase Spike Lee: do the right thing. Give back in a relevant way.

2. Speak up with multiple trusted voices. In addition to the CEO, call on credentialed academicians or subject matter experts to tell your story in a transparent fashion. And don’t rely on just a press release. Use video and online vehicles. Just use them appropriately.

3. Leaders must walk the walk and be accountable for their actions. This one is simple. Employees, boards of directors, shareholders and consumers expect those who are entrusted with running organizations to be fiscally, socially and morally responsible. There is no alternative.

4. Make trust deposits. Conserve water. Find ways to reduce your carbon footprint. Allow your employees to identify a non-profit organization that could benefit from their volunteer hours. Sponsor a health-awareness event in your community. These are just a few things that can be done in short order and it’s perfectly OK to talk about the steps your company is taking. (Get your employees involved and they will help you tell your stories without being asked.) You’ll be in a better position to weather any future storm.

Are You Engaged?

By Alison Cox, Vice President, Corporate

If you’re a frequent reader of this blog, you’ll notice a recurring theme among otherwise diverse topics – engaging your audiences. It’s not just a matter of knowing who you want to talk to, but understanding their issues and being willing to enter into discussions about those shared concerns. This isn’t necessarily a groundbreaking idea. Public relations has always been about communicating with diverse audiences, not just broadcasting information at them.

At Edelman, we have an approach to public relations that we call Public Engagement. Public Engagement acknowledges and embraces the evolution of society, changes in stakeholder behavior and adapts to the technological innovations that are changing the ways that we communicate with one another. Specifically, Public Engagement is about advancing shared interests in world of cross-influence.

Having said that, it’s important to point out that Public Engagement is about having conversations – listening to what others have to say, considering their positions and providing thoughtful commentary that moves the overall discussion forward. It’s about finding common ground – the shared interest – with audiences who, on the surface, may not seem to have the same goals. It’s about finding solutions through partnerships and dialogue.

One key thing to note about Public Engagement programs – they are always evolving and adapting based on what they hear from stakeholder audiences. These programs are transparent about the company’s interests or agenda, but still allow others to share opposing views. This can be challenging in online environments, particularly when dissenting opinions are being aired on your Facebook page or in a branded forum.

A quick Google search will turn up numerous high profile examples of companies that responded to online criticism by disabling comments, deleting posts or banning participants. It doesn't have to be that way. For a global trade association, Edelman created an advisory council made up of prominent bloggers and podcasters in the association's industry. Participants included advocates, affiliated blogs – and the association’s two most vocal detractors. There were no parameters or restrictions on what participants could say, nor did the association attempt to use the council members as a broadcast channel for its own news and views. By encouraging open dialogue and discussion about shared interests and concerns, the association eventually won over the detractors, who not only became less critical of the association’s policies, but at times, became advocates in their own right.

If you are still building your 2011 communications plan – and particularly if you believe your plan is finished, I would challenge you to consider whether or not you’re engaging in two-way conversation with your stakeholder audiences. You’ve thought about what you want to tell them, but how will you listen to what they have to say? If you have a corporate presence on social networking sites or in online communities, have you empowered your community ambassadors to do more broadcast information?

Are you engaged?

A Passion for Baking Meets Online Networking

By Karen Marino, Marketing Specialist

Most people that know me know I have a passion…I love being in the kitchen, and specifically baking. Ask anyone in our office and they will tell you that I am the cupcake queen. In short…baking makes me happy.
I’m always amazed at the resources the Internet brings.

Back in 1996 I was surfing around on the Internet looking for recipes and stumbled across a live chat room for foodies on the website Epicurious.com, a Conde Nast site.

I joined the chat and, along with sharing recipes and talking about food and baking, over the years we’ve shared our lives too. Some of the members are married, some single, some are professional chefs and some are just learning how to cook. We celebrate births and new careers and provide support during tough times. Through online networking we’ve helped each other find jobs, get great travel deals and even find love a time or two.

We are located all over the country, really all over the world actually. Our group gets together in a various cities (from Cincinnati to Toronto to Texas and beyond ) to meet face-to-face, socialize and most of all, share our love of all things culinary. What could be better than chatting with someone in Greece and sharing a recipe for chicken fried steak…and receiving his or her favorite baklava recipe in return?

Several years ago Epicurious.com removed the live chat feature. We attempted to maintain contact with each other through email, but with so many of us, it was difficult. Then we found Facebook. Several friends took the initiative and started a special group page. We emailed and encouraged each other to join. We don’t chat live, but we still continue to build our group, share recipes, tips and what’s happening in our lives.

If you have a passion for something, you’re bound to find a group online that shares that same interest. Do a Google search and start looking. Get to know people and interact. I’ve made some great friends and although I don’t see them face to face very often and most of our interactions are through social media, they’re some of the best friends I will ever have.

Client Management: How to Prepare for Any Client Meeting

By Jay Andrew, Vice President, Corporate

We all know that client meetings are a great opportunity for productive and meaningful face time. They’re even better when you’re able to score attendance from a CEO or others on the leadership team. But these opportunities also present their own unique set of challenges and require a different type of preparation.

When a CEO agrees to attend your meeting, you need to recalibrate and move away from the approach you might use with your everyday client contact, such as providing project updates or discussing plan deliverables, timelines etc. While a CEO might find some of these things interesting, they will likely not care to be caught up in such detail.

I faced this situation a few weeks ago and had no feedback from the client on what the focus of the meeting would or should be. I knew that I really needed to prepare for this opportunity, but the question was how? I want to share with you a link to a PDF newsletter published by Andrew Sobel, a leading authority on client and business relationships, entitled Client Loyalty: Strategies for Building Inner Circle Relationships.

This particular issue of the newsletter couldn’t have been more timely or on point: How to Prepare for Any Client Meeting. Mr. Sobel isn’t kidding. While these tips are certainly common sense, there’s always value in going back to the basics, even for the most seasoned PR pro.

By the way, the meeting was a hit, extending well beyond the fifteen min utes we were promised. I credit Tips 8, 9 and 10 for this. Take a look.

8) Do you fully understand the perspectives of the various constituencies that surround your client? (e.g., senior management, subordinates, customers, capital markets, as well as different functions and organizational units?)
9) Will you present yourself and your views in a way that reinforces your standing as a deep generalist --someone with outstanding expertise but also possessing a broad, top management perspective and an understanding of the entire business “ecosystem” that surrounds your client?
10) In your meeting, will you exhibit a mindset of “independent wealth”? (i.e., you are totally focused on your client’s agenda, you demonstrate a love for your work, and you treat your client as an equal).

March Madness: It's not just business as usual

  By Jennifer Little, Senior Vice President, Consumer

As an avid college sports fan, the excitement and anticipation of March Madness is already being felt these last few days of February. I’m ready to find out who is “on the bubble”, see who is crowned this year’s “Cinderella team” and try to predict the “upsets”. With the Final Four (men’s) in Houston, it will be great to have basketball fans descend to Texas again weeks after North Texas hosted the Super Bowl (anyone know the odds of a weather disaster in Houston in April?).

Over the years, I’ve worked conference basketball tournaments as well as NCAA regional events. The atmosphere behind the scenes in the media room is just as thrilling and disappointing as seen on television. The players want to win and are crushed after a tournament loss. The coaches are skilled at encouraging the competition yet take the blame for not performing. From a media relations standpoint, there are many opportunities to observe different spokespersons and interview styles among these coaches and players.

In the world outside of hoops, March is also an exciting month, but everything in my opinion revolves around basketball. Daylight Savings Time starts on March 13, which is also Selection Show Sunday so it stays lighter longer for game watching and patio socializing. The weather also begins to get nicer even in some of the coldest spots in the country which doesn’t affect the conditions on the court, but helps travel weather. St. Patrick’s Day is March 17, adding extra celebration to Second Round games and providing ultimate craziness for the teams with green school colors. Many students across the country enjoy Spring Break in March adding to the travel fun of the tournament among college students in particular. Companies operating on a calendar year may be paying out bonuses to employees in March so fanatical basketball fans can blow their bank on Final Four tickets.

Regardless of your interests, March Madness will probably be felt until the Championship game on April 4. I’ll admit that at times it will be business as usual. Many organizations send emails to employees “banning” them from streaming games on their computers as not to crash the system. With afternoon games on work days, it’s the ideal time to venture out of the office for lunch to the restaurant with the best flatscreen TVs. For some, it might be time to take a sick day. I’m just thankful that the portable television (that we helped introduce for a client) in my office gets the network broadcasting all the tournament games. If I decide to get a little crazy, I might even take it off mute!

2011 Is the Year of Mobile Marketing

  By Kate Sutherland, Account Supervisor, Consumer

The Association of Travel Marketing Executives (ATME) recently brought together leading industry executives to discuss what was new and exciting for the coming year. While the entire panel agreed that the past few years had been difficult for each of their industries they were all optimistic for a strong 2011 and had a fresh outlook on how to attract new customers.

Mobile marketing is the number one new tactic being employed from airlines to hotels in order to stay front of mind with travelers. Jim Zito, VP of Interactive Marketing at Morgans Hotel Group; Hugh Riley, secretary general, Caribbean Tourism Organization; Chris Rossi, SVP of Virgin Atlantic Airways; and Shirley Tafoya, president of Travelzoo all agreed that providing consumers with an easier way to access information on their mobile devices was key to attracting and keeping customers engaged with their product. The focus will be on creating new applications that are both functional and unique. For example, Virgin Airlines will focus on making it easier for passengers to check in online and receive real-time flight information, while Travelzoo is trying to find a way to quickly and easily make their sales available through their own application.

The overall consensus: this will be a “test and learn” year for mobile. I work with a variety of travel clients, and can speak from experience when I say that mobile is a major focus for 2011. Whether it’s to sell a product, or provide a service, over the next few months I have a number of clients rolling out new mobile features on both the Blackberry and iPhone.

What about social media?

While social media was the focus of 2010, there is a definite shift in priorities moving forward. Last year, everyone had a “jump in and see what happens” attitude, without considering where exactly social media best fit for their company. Was it a PR tool, customer service tool or a sales tool? It was everything. I had one client learn the hard way that social media, like traditional media, requires strategy. We had another company, with a number of different Twitter accounts, sending several different messages out daily. It created disconnect for the brand and, ultimately, confused the consumer. In the end, every client should recognize that social media should be approached like any PR campaign – through careful planning and strategic entry into the appropriate mediums.

This issue was not exclusive to my client.  Many companies learned the hard way that social media does NOT fit everywhere. Now they are taking a step back and evaluating the ROI on social. Where does it work, how do you best engage through social and where is it not a fit? The answer really depends on the industry and clientele, but each company agreed they will work hard to find a “home” for social media this year to more effectively communicate their key messages, product offerings or engage with customers directly.

Interestingly, hotels and airlines have very different outlooks on how to use social media. While Morgan’s Hotel group has great success using social media to get information out about events and parties at their U.S. hotels, Virgin uses it strictly as a customer service tool to help passengers especially when they experience problems with their trips. Regardless of how it is used, a dedicated staff or person is key to making a social media strategy a success. Offering real-time information and responses was an important lesson learned last year for each company.

The final message from the day – whether it is mobile marketing or other social media strategies - is that being proactive, interactive and innovative is the only way to succeed in gaining customers' attention and loyalty.