We’re a fast-paced shop with great clients and we’re looking for just the right person to fill our full-time, temporary position: Public Relations Account Executive, May – August, 2011.  It is possible this position could become a permanent role if the planets and stars align properly.

If the following list sums up what you bring to the table, then clearly you’re awesome and we’d love to talk to you.

Here’s the kind of person you are. You…..

• Work well with different personalities, especially clients
• Handle pressure well
• Strike the delicate balance of pleasing clients without being a pushover
• Thrive in a team environment, but can also excel working autonomously
• Are professional, self-motivated and organized
• Are deadline and solution-oriented
• Are resourceful and quick-thinking
• Are a strategic thinker
• Have the ability to multi-task with great attention to detail
• Do what it takes to get the job done, including staying late as needed and pitching-in to assist other team members with their projects

Have to have:

• 3 -5 years of equivalent experience, preferably in an agency
• Knowledge of and substantial experience with social media platforms
• Strong media relationships on the local, regional and national level
• Demonstrated experience planning and implementing client strategy
• Strong written, oral communication and presentation skills
• Experience managing clients and multiple accounts
• BA or BS in Public Relations, Communications, Journalism or closely related field

Some of the things you will do in this role:

• Implement public relations and social media plans
• Create and manage client-specific media lists ensuring contacts and media outlets are up-to-date and targeted
• Generate targeted content for client’s social media platforms (primarily blogs, Facebook and Twitter)
• Write and edit press releases, pitches, press kit materials, etc.
• Regularly pitch media and secure placements on client news and story angles
• Participate and occasionally lead internal client meetings and brainstorms
• Manage deadlines and provide guidance to other team members
• Provide day-to-day support to senior team members

Salary will be commensurate with experience and competitive. No calls or emails. Really.

Please send resume to resume@baileygardiner.com.  In your cover letter, please include a brief rationale of why this position is right for you.

Nearly every profession and every title requires one to manage up and down the chain of command. It’s especially critical in a marketing agency where there are dozens of balls in the air at any given time and multiple people touching every project.

The following are some of my tips for managing up:

• As with most things in life, effective communication is critical. The form the communication takes should vary based on who you’re managing. Familiarize yourself with your boss’s communication preferences. Some people are better with information in written form, and even that can vary. Figure out if the person likes a lot of detail or just the facts in a bullet format. Other people want information verbally. If you think about it, it’s a lot like managing clients. You constantly have to make sure you are providing the right amount of information and in a format that is conducive to their style.
• Squash the fear. Don’t be afraid to manage up. Whether you’re the account coordinator or the account supervisor you must be comfortable with managing those above you. Trust me, they want and appreciate it!
• Be dependable by not making them second guess whether something has been managed or seen all the way through. As you progress, your manager’s trust in you will grow and so will your value.
• If you are unsure of something it is always OK to
  approach your manager with questions. I strongly encourage you to come in with an overview of the challenge and the possible solutions you are contemplating. Try not to come into their office without having thought through the potential scenarios.
• Be proactive. As the saying goes, do the job of the title you want, not the title you have. Take the initiative and your boss will take notice.
• We’re all busy no matter what title we have. Do the person you’re managing up to a favor and headline whatever it is you want to discuss with them. As someone who has an open door policy, I never mind when someone pops in, but it is extremely helpful to get the quick overview. By providing top line info first, it allows me (and the person you’re managing up to) to ask for more details if they want or need it. Pouring out a stream of consciousness is not the way to go.

At the end of the day, you want to make the life of the person you’re managing up to easier, not harder. When in doubt, ask them how you  can help, what you can take off their plate and how they prefer to be communicated to.

I thought we’d kick off this Monday following a long holiday weekend with some humor. This is a tongue in cheek list on why social media (one of our favorite things to write about) could easily be mistaken for porn.

9 reasons social media is like porn:

1. No place is off limits. People sneak a peek while driving, during work meetings, at dinner, at church, etc.

2. You’re slightly ashamed to admit to your family and closest friends how often you’re really doing it.

3. It’s the last thing you do before you go to bed.

4. It’s the first thing you do when you wake up.

5. You have to get one more interaction in before going out for the night.

6. People have been known to do it in groups.

7. Following a date it’s the first thing you do when you get home.

8. Some people sneak off to the bathroom or dark corner, addicted to knowing every last update.

9. You mute your phone or computer so your partner or spouse won’t wake while you’re doing it.

So what would you add to the list?

Conferences can be inspiring, educational and informative. They can reinforce things you do well or things you know you should do better. I found this year’s PRSA International Conference in Washington D.C. to be a mix. I learned a few new things, found myself energized by one of the keynotes, was inspired by a city filled with so much history and power and was reminded of the things my team and I excel at and those we need to spend more time and energy focusing on. The following are my nine takeaways from three days in our nation’s capital:

1. There was an inspiring reoccurring theme around failure. Jeffrey Hayzlett (who is an awesome speaker btw!) talked about how when he was at Kodak his motto was “no one is going to die in marketing,” and encouraged his team to make mistakes.  At Google they have a mantra to “fail fast and fail smart.” These simple but inspiring mantras are great reminders to push the envelope more often and take risks, something I look forward to doing more of in 2011.

2. There was a lot less talk about what’s next and more talk about how to do what we’re doing better. A focus on really utilizing and developing the current social media tools rather than jumping ship to the next hot thing.

3. The word influencer has become quite the buzzword in relation to social networks and in a session titled Become a PR Influencer to Drive Business Value, I found the panel to be split in their definition and approach on influence. I mostly agreed with panelist Geoff Livingston and his stance that,  “People should focus on building a community rather than focusing on becoming an influencer.  If you have strong relationships an outcome will be influence.” Exactly.

4. Speaking of influence, while it’s important to know who the digital influencers are, and it’s quite easy to identify them, we mustn’t forget about the non-digital influencers. Work to have a balance of both and work at building up your network in both circles.

5. PR ethics, boiled down to its simplest form, is about doing the right thing and not forgetting the obvious – be honest and disclose.  There were  conversations that it’s easier for brands, companies and individuals to be unethical or shady online and in social networks. I don’t necessarily agree. People on social networks will call a brand or individual out in two seconds flat if they think there is fake or shady behavior taking place. There may be more avenues, but there are fewer shadows to hide in.

6. Senior staff needs to guide and educate younger staff members on ethics and provide a baseline for what’s acceptable, especially on social media. Panelists at the session Ethics and Today’s New World of Communications agreed that we need to rewrite policies so companies and employees know what can and cannot be shared.

7. Social media can’t be measured in the same way advertising can. PR has historically had a tough time measuring in a format similar to advertising so we shouldn’t expect social media to be any easier. It is not a one size fits all approach and while there are definitely elements that can be tracked, monitored and measured there is no perfect solution and no company has it completely figured it out yet. Social media is evolving daily and each brand’s goals are different. We need to shift our focus to outcomes, not outputs.

8. The average attention span for an adult is eight seconds and the elevator pitch these days needs to equal 118 seconds, according to Jeffrey Hayzlett: “Eight seconds to hook someone and 110 seconds to sell them.”

9. When pitching traditional media remember to try and keep your pitch short enough that it will fit into the email preview screen. Michael Smart provided this great tip in his session. We’re all busier than ever and consciously or subconsciously we filter email is if it’s longer than what fits in the preview screen and tell ourselves we’ll come back to it later. But of course it sits in our inbox or gets deleted. If we do this, just think about how many times a day a reporter must do this. Keep your pitch brief and hook them in the first two lines.

There were a lot of sessions at PRSA I didn’t get to attend and would love to hear some of your favorite moments or takeaways.

Magazine powerhouses Condé Nast, Hearst, Meredith Corporation, Time Inc. and Wenner Media launched an ad campaign to promote the importance of magazines as a advertising medium. Close to 100 magazine titles are sacrificing prominent ad placement for the industry campaign. These ads aim to show that while there have been major shifts in the print media space, magazines are not going anywhere and still play a major role in our culture. Every time I see one of these ads I think the same thing.

Personally and professionally I rely on magazines. The Bailey Gardiner PR team is constantly pitching them on behalf of our clients and know the power of a print placement in our local, regional and national lifestyle publications. Targeted magazine outreach is a part of nearly every PR program we do.

Personally, I get great joy when a shiny new issue arrives in my mailbox. Magazines provide entertainment on a Sunday lazing on the couch. Help pass the time while sweating away at the gym. Provide background and analysis on the country’s latest economic and political issues. Keep me informed on what’s in and what’s out for fashion and cooking trends. No matter your interest, there’s a magazine for you. And although I love my smartphone as much as the next person, it can’t replace flipping the pages of my favorite magazines.

It appears I am not alone in my love for magazines. Here are some recent facts about the popularity of the print industry:
1. Magazine readership has grown over the past five years. (Source: MRI)
2. Average paid subscriptions reached nearly 300 million in 2009. (Source: MPA estimates based on ABC first and second half 2009 data)
3. Magazines deliver more ad impressions than TV or Web in half-hour period. (Source: McPheters & Company)
4. Magazine readership in the 18 to 34 segment is growing. (Source: MRI)
5. Since Facebook was founded, magazines gained more than one million young adult readers. (Source: MRI)
6. The average reader spends 43 minutes reading each issue. (Source: MRI)

I applaud the magazine industry for working together to defend and market its trade. They threw real dollars and space behind the campaign and I’m sure that was no easy feat. From a PR, advertising and consumer perspective, I believe magazines are still very relevant. There will undoubtedly continue to be shifts in content, staffing and the number of publications, but that’s to be expected in the ever-evolving media world we live in.

Press releases are a communication tool that have been used (and abused) for years.  At Bailey Gardiner we are extremely selective about when we write and send out a press release. And while they aren’t as common as they once were, they aren’t going away any time soon. The following are my five tips for writing an effective press release.

1. Don’t bury the lead. Key information of a story is often placed somewhere in the body of the release – put it first.

2. For quotes sake. Quotes should only be included in the release if it adds value. Some companies and clients will insist on quoting the CEO, but unless it’s saying something you can’t otherwise state in the release, skip it.

3. Just the facts. Press releases are a place for news and facts, not fluff and sales language. Sales materials exist for a reason and absolutely serve a purpose, but the excessive use of adjectives and fancy copy doesn’t belong in a news release. It will immediately turn off media and discredit the company.

4. What’s the news? Be sure what you really should be writing is a release and not a pitch, media alert or business brief. A press release is used for a variety of reasons, but should not be the ‘catch all’. Evaluate the information and newsworthiness and guide your client or company appropriately. Sometimes people simply aren’t aware there are other options.

5. Get to the point. I am a big believer in short succinct releases. One page is great, two pages maximum. If there is a lot of background, analysis or data that needs to be shared a great way is to hyperlink in the release to the company’s website where this information can live. It’s a terrific way to drive traffic to the website and it doesn’t bog down the release at the risk of losing the media’s interest.

Trust your PR instincts and if you don’t find the news your sharing interesting, it’s likely the media won’t either.

*This post is part of Bailey Gardiner’s Public Relations Tactics series, which highlights tools and best practices to ensure a successful public relations campaign. The series will run weekly.

As one of San Diego’s top public relations firms we are lucky to book a lot of TV for clients. Whether it’s bridal segments for Tiffany & Co., Busker Festival segments for Seaport Village, or live coverage from every station in town for Opening Day of the Del Mar Racetrack, the topics vary but the preparation is the same.

Live TV segments shot on location take extra preparation since they vary greatly from live in-studio segments. The biggest difference is control. When taking the segment to the streets, you can only control so much as there are numerous factors that come into play. Here are just a few to consider in advance and have a plan for:

Live Signal - This is an issue I’ve seen sneak up on many people. If it’s your first time having live TV at your venue or for your client make sure the station can get a signal. This may seem like a no-brainer, but there are often pockets where the trucks can’t bounce their signal to one of the mountains or satellites. Ask the station if they have shot live from your location before, or better yet, see if they will do a test run prior to the segment to ensure success.

Weather – While San Diego averages a lovely 72 degrees throughout the year, there are times when Mother Nature doesn’t quite participate. If you’re doing an outdoor segment have a back-up plan for rain. Consider an indoor venue you can move to if necessary, a tented area, or bring umbrellas.

Wind – This could fall under weather, but I list separately because wind can occur throughout the year. If your location is prone to wind take into consideration and try to do the segment in an area that is blocked as much as possible. Nothing ruins a segment quite like wind whipping through the microphone.

Onlookers or Crashers- There’s no way to be prepared for everything, especially when it comes to people on a mission.  Years ago I had the great pleasure of a homeless man in his underwear walk through a live segment with a former real estate developer client downtown. We managed to work through it and all got a chuckle. Truth be told, none of us were shocked by the incident, we were in an urban parking at 6 a.m., after all.  We knew what to expect in our surroundings, which is the key takeaway. Try to prepare yourself and client for the environment in which the interview will take place. Sometimes the best advice is to be prepared to just go with the flow.

Speaking of Flow – Be sure to do your homework prior to the live segment (if possible) to ensure a smooth flow and transition if there are multiple hit times. Make sure all parties are clear on when and where they should be and what is expected from them. We find down to the minute timelines work best. If the timing will be cut close (say one spokesperson jumping from station to station) warn the reporter so they don’t get nervous, and have a back-up spokesperson if possible.

These are just a handful of tips for live TV shot on location. Have any points you’d like to share? Or perhaps your own PR war story in regards to live TV?

We are entering our fifth year of working with Seaport Village, a favorite seaside destination for San Diego locals and visitors, and Bailey Gardiner is lucky to manage all of Seaport’s marketing efforts – public relations, advertising, special events and social media.

In preparation for a presentation to the tenants of Seaport, we wanted to compile a highlight reel of all the great work that went on throughout 2009. It’s a fun way to bring to life the advertisements, collateral pieces, events, public relations hits, social media, and onsite signage the Bailey Gardiner teams created. And it’s definitely more entertaining than me standing at the front of the room rattling them all off! So we gathered all the necessary pieces and enlisted Rich, our fantastic copywriter and jack of many trades, to put together our video (some of you may recall his great work on the BG Holiday Video and outtakes). Our client and the tenants enjoyed it and we hope you do to.

Who owns social media? Jon addressed this question just a few weeks ago, and it is a topic that continues to come up. My question back is, does it really matter who “owns” it? What we should be asking and establishing is who is going to be accountable for social media.

I attended the PRSA International Conference in San Diego a few weeks ago and sat in on a session titled PR (R)evolution where Brian Solis commented on this exact question. He said that no one owns social media, it’s in the hands of consumers so therefore we all play a role.

OK, nothing too earth shattering there. But what rang very true for me was what Brian brought up next. That while no one department or type of agency owns social media, someone has to be accountable for it. There it was, the word people don’t use enough – accountability. If there is a crisis, issue, or question who will the C-suite, sales team, customer service, and marketing team turn to? They’ll turn to public relations. They’ll turn to the team who manages and monitors the brand’s messaging and communications strategy.

As an integrated agency, I know and believe that great ideas and creative implementation can come from anyone in any department. However, what is critical to a successful social media presence and its programs is that someone is accountable. Someone or a team needs to be tracking what is being said, have a plan for when issues arise, and have control of the correct key messages for the brand or company. Which is why public relations agencies, public relations practitioners and public relations departments have to stand up and be accountable.

Today is a bittersweet day for BG. Today Jamie Ortiz, our PR Account Supervisor, leaves us to take on the position of Director of Marketing and Communications at San Diego Coastkeeper. I like to think BG was Jamie’s dream job for the past five years and SD Coast Keepers is her current and future dream job. She is following her passion and they are lucky to have her.

Jamie has been a tremendous asset to the company, our clients and our employees. Her presence and wit will be missed at BG, but we aren’t saying good-bye to her. Between Twitter, Facebook, blogs, LinkedIn, YouTube, Flickr, email, text and good ol fashion in-person communication, we’re sure to stay in constant contact with her.

So to toast Jamie, I thought I’d share some pictures through the years. And what better place than the BG blog she helped build.