Gramercy Communications, LLC

New Website Coming

2009-04-17T11:57:00.002-04:00

Our main website, www.gramercycommunications.com, is shut down for maintenance.

It's been 4 years since we first launched, and I thought it was a good time to give the site a fresh look and bring in some new features. The old site was a basic storefront and the new site will have some more interactivity and a fresher design.

Last year, we moved into our new offices located in Downtown Albany, NY.

40 Under Forty

2009-04-07T10:46:00.004-04:00

There is a common and tired cliche PR firm's use to describe their own lack of PR: "The cobbler's children have no shoes." That happens here too, but sometimes we have news worth promoting. Last year, winning an PRSA Empire Award for a client was one of those times.

Last month, I was honored to be named "40 Under Forty" by The Business Review. I am very grateful for this designation, and am excited at the exposure that this distinction means for Gramercy Communications.

Below is the release we distributed regarding this honor:

Tom Nardacci, Founder & Principal of Albany, NY Public Relations Firm Gramercy Communications, Named to Business Review's '40 Under Forty' List

Tom Nardacci, Founder & Principal of Gramercy Communications, a boutique public relations firm located in Downtown Albany, New York, has been named to the "40 Under Forty" list of emerging business leaders by The Business Review.

Albany, NY (April 4, 2009) -- Tom Nardacci, Founder & Principal of Gramercy Communications, a boutique public relations firm located in Downtown Albany, New York, has been named to the "40 Under Forty" list of emerging business leaders by The Business Review.

Nardacci founded Gramercy Communications in 2005, after over a decade working as a senior public relations strategist, public affairs advisor, and communications manager in Albany, in New York City and in Washington, D.C. Under Nardacci's guidance, Gramercy Communications has become one of Upstate New York's up and coming public relations firms.

Gramercy Communications clients include several of the Capital Region's largest economic development projects. The Tech Valley based firm also works with energy clients, technology companies, corporations, associations and non-profits, and on issue-related campaigns. Gramercy has also won prestigious industry awards in recognition of client work, including a PRSA Empire Award for the best for-profit "Public Relations Campaign."

"I am very proud that Gramercy Communications has emerged as a company that is reshaping the public relations and communications landscape in Upstate New York," said Nardacci. "Our success is rooted in the successes we have achieved for our clients. Gramercy Communications clients are happy with the personalized service we provide and the creative approach we take."

Tom Nardacci is active as a volunteer in the Albany, NY area. Nardacci is Past President of the Public Relations Society of America, Capital Region Chapter and launched the successful "Wednesday Workshop" guest speaker series aimed at building PR skills. Nardacci serves on the Board of Directors of the Boys & Girls Clubs of Albany, and is Past Treasurer and Chair of the annual "It Just takes ONE" campaign. In 2007, he helped the Clubs raise over $100,000. Tom Nardacci also serves as a Member of the Town of Colonie Planning Board, one of the Capital Region's largest municipalities.

Thomas Nardacci earned his master's degree in strategic communications from Columbia University and his bachelor's degree in history from Syracuse University.

# # #

Guerilla Tactics: Using Unconventional PR Weapons

2009-03-27T18:27:00.004-04:00

A PRSA Wednesday Workshop

Earlier this month, I had the opportunity to be a guest speaker for the Public Relations Society of America, Capital Region chapter’s “Wednesday Workshop” series. About 40 people attended the luncheon event in Downtown Albany, NY entitled “Guerilla Tactics: Using Unconventional PR Weapons.”

I focused my discussion on the opportunities that exist in PR by being a little creative and putting in some elbow grease and highlighted a number of national and local guerilla PR campaigns.

We discussed the need to be ethical and ensuring that tactics used are in line with the overall brand strategy for the organization or client. Guerilla tactics also work best when they are part of an overall PR campaign or program.

Happy Holidays

2008-12-23T16:19:00.001-05:00

Gramercy Named 'Empire Award' Winner

2008-12-22T19:00:00.003-05:00

Gramercy Communications Named 2008 Empire Award Recipient by Public Relations Society of America (PRSA) Capital Region Chapter

Albany, NY (November 23, 2008) – Gramercy Communications, a boutique public relations firm based in Downtown Albany, NY, is pleased to announce that they were selected to receive a prestigious Empire Award by the Public Relations Society of America (PRSA) Capital Region Chapter in the highly competitive “Public Relations Campaign” category.

“We are honored to be recognized by PRSA for an Empire Award,” said Tom Nardacci, Principal and Founder of Gramercy Communications. “This award represents our results driven attitude at Gramercy Communications and the dedication we have to our clients’ success.”

The Empire Awards consist of nine categories including; public relations, public affairs, media relations, and internal communications. The Capital Region Empire Awards were judged independently by the Kansas City Chapter of PRSA.

The “Public Relations Campaign” award Gramercy won was for the public relations work the firm did over the past year for their client 3tarchitects. 3t is a progressive design studio based in Downtown Albany committed to sustainable and green standards.

In addition to winning the “Public Relations Campaign” award, Gramercy was also selected as the Finalist in the “Media Relations” category.

PRSA Capital Region Empire Awards

2008-06-26T16:45:00.005-04:00

Establishing the Empire Tradition

In an effort to celebrate and commemorate the triumphs of the programs, projects and people that strengthen, promote and sharpen our profession, the PRSA Capital Region has created the Empire Awards competition.

The awards recognize public relations programs, projects and professionals for outstanding achievement in the practice and support of public relations in the Capital Region and beyond. The competition is open to both PRSA members and non-members.

Winners will be honored at this year’s awards luncheon on Thursday, November 13, at the Albany Institute of History & Art.

To download information about the awards and how to enter, visit the PRSA Captal Region website

We've Moved!

2008-02-25T22:34:00.002-05:00

I am pleased to announce that we have finally moved into our new offices in Downtown Albany!

Our new address and contact info:

Gramercy Communications, LLC
39 North Pearl Street, 1st Floor
Albany, NY 12207
(518) 694-3034

PRSA Capital Region

2008-02-02T09:13:00.000-05:00

I am pleased to have been elected President of the Public Relations Society of America (PRSA), Capital Region Chapter for 2008.

I firmly believe that PRSA is a tremendous avenue to advance the public relations profession as a whole, as well as providing career enhancing opportunities of individuals.

This year, our chapter will host a variety of events and seminars open to all professionals in Tech Valley. We are also working with a local web design firm on a new website for the chapter, so stay tuned for that.

Guerrilla Tactics: Using Unconventional Marketing Weapons

2008-01-06T10:09:00.000-05:00

WHO: Albany-Colonie Chamber of Commerce, Small Business Council

WHAT: “Guerrilla Tactics: Using Unconventional Marketing Weapons”

WHEN: Tuesday, January 8, 2008, 7:30am

WHERE: 1 Computer Drive South, Colonie

Guerrilla marketing was invented as a way for small businesses to use their hard work and imagination in ways that helped them to compete with the largest companies. This workshop is presented by Tom Nardacci, owner of Downtown Albany public relations firm Gramercy Communications. Nardacci has experience in Tech Valley and in the New York City media market and earned his master’s degree in strategic communications from Columbia University.

Professional Development

2007-11-29T21:59:00.000-05:00

A colleague recently asked me about going back to school, so I recently revisited a letter that I wrote, which appeared in PRSA's "Tactics" newspaper last year about education in public relations. I have posted it below:

Undergraduate PR Study Not a Necessity

PRSA’S TACTICS, Sep 2006

Having gone back to school after working for 10 years, I read the July Ask the Professor column, "Majoring in public relations: The pros and the cons," (Page 6) with great interest.

I am not convinced the study of public relations at the undergraduate level, even in our competitive profession, is a necessity to get a good start. I do believe that the study of public relations at the graduate level is a way to fully round oneself out as a professional and can lead to a deeper understanding of the critical role that public relations plays.

As an undergraduate at Syracuse University, I studied history, a major which had a major influence on my ability to write analytically and synthesize facts from multiple sources. In 2003, I decided to attend Columbia University's part time master's degree program in Strategic Communications. This two-year program, designed for working professionals, included courses in public relations, marketing and advertising, all taught by top-flight instructors. Students were also provided access to certain classes offered in Columbia's Business School. Columbia not only introduced me to the best and brightest of young talent, but also to top New York professionals and agencies I may have never been exposed to otherwise.

Columbia's program broadened my knowledge of public relations from both an academic and real-world standpoint.

When choosing a program, it's important to understand where the school draws its talent. At Columbia, the admissions committee did an excellent job of balancing the student body, from individuals directing media relations at major financial institutions to those working for nonprofits. These varied perspectives ensured that we learned a great deal from each other during group assignments and classroom discussion.

Education in public relations and communications at the graduate level can make a significant impact on our profession as a whole. The likelihood that a seat at the decision-making table will remain open at top organizations for PR professionals would be enhanced through even more academic programming for our profession.

Tom Nardacci
Principal
Gramercy Communications, LLC
www.GramercyCommunications.com
Albany, N.Y.

PRSA Capital Region - Half Day Seminar

2007-11-01T09:59:00.001-04:00

SEO: Albany PR, Gramercy Communications, Tom Nardacci

2007-10-15T10:09:00.001-04:00

"SEO: Albany PR, Gramercy Communications, Tom Nardacci" by Thomas Nardacci

I am learning that effective Search Engine Optimization (SEO) takes time, energy, consistency, and creativity. This sounds like effective PR.

Two years ago, I opened my Albany, NY PR firm. Part of my marketing strategy involved developing a basic “storefront” presence on the internet. One tactic was based on my assumption that many people prepare for or follow-up on a meeting by googling you or your business. So, I decided early on that it was important to help my search engine optimization when people did simple searches. Terms such as “Tom Nardacci,” “Thomas Nardacci,” “Thomas A. Nardacci,” “Gramercy Communications” “Albany PR,” “Albany, NY public relations” “public relations in Tech Valley,” “Tech Valley communications,” “public affairs in Albany,” etc. now took on a new meaning.

There are web marketing companies that specialize in SEO, and I could probably do much better to drive traffic to my site by hiring someone. But, part of the reason to personally undertake the effort is to help me to fully understand the concepts that I learned in my digital communications class at Columbia.

Public relations has grown dramatically in the past 5-7 years to include the internet. Distributing press releases online is now nearly as relevant a part of the Strategic Communications Plan as cultivating relationships with beat reporters. PR firms, including those in smaller markets like Albany, NY are increasingly including online efforts as part of their strategy and as a measurement of their success. Also, there are now online tools that actually measure your press release for "optimzation." The tools rank the strength of terms and words and make suggestions on edits that could be made.

(As a side note, I have found it amusing that so many PR firms are now espousing their knowledge of and belief in “social media,” yet in some cases their senior execs don’t have a MySpace or Facebook page; maybe they have written a blog entry or have a Linked In page? Facebook is clearly the leader today of social communications revolution. It was difficult for me to comprehend these mediums until I developed my own pages. It takes time and effort to keep them relevant.)

In order to keep your SEO fresh, you need to review your web statistics. Monthly reviews help to understand what people are searching for. It’s a little eerie when someone searches something specific, such as “Thomas A. Nardacci Gramercy Communications Albany” or “Gramercy Communications firm that moved from New York to Albany.”

Also, it is important to pay attention to typos. “Grammercy Communications” is one that comes up every month for me, so in the future I may want to embed that term in the html code for the webpage.

It Just Takes ONE - Update

2007-10-08T08:16:00.000-04:00

http://www.troyrecord.com/site/index.cfm?newsid=18224852&BRD=
1170&PAG=461&dept_id=7021&rfi=8

Volunteers needed to fill non-profit gaps
The Record, Editorial

“……In Albany, a tremendous outpouring of help has come from volunteers themselves: All of the members of the Board of Directors of the Boys & Girls Clubs of Albany have pledged an average of $1,500 each to the club.

It is part of the "It Just Takes ONE" fund-raising appeal, a national response to the continual loss of funding that local clubs have faced from federal, state, and local government and agencies.

The $32,000 total is nearly half of the $65,000 goal for 2007.
It is unfortunate that institutions such as Boys & Girls Clubs that do so much for thousands of disadvantaged youth in the area must rely so heavily on their own volunteers for funding.

But the truth of the matter is that these organizations can no longer rely on the government support that they received in the past. It just isn't there anymore, and right or wrong, the organizations must become creative within the private sector to survive.

The "It Just Takes ONE" campaign is one tool clubs are using to reach their goals. Tom Nardacci, owner of Gramercy Communications, a public relations and marketing firm based in Downtown Albany, is heading up the 2007 ONE Campaign. Jeff Thomas of WeatherGuard Roofing is Honorary Chair. He already donated $20,000 to the clubs last year for a new van.

With community volunteers like these who actually put their money where their mouths are, it's only a matter of time when the $65,000 goal for the Boys & Girls Clubs of Albany is reached. We salute all those who have shown support and also the volunteers to make it happen every day.”

The marketing brilliance of Altoids

2007-10-08T08:11:00.000-04:00

"The marketing brilliance of Altoids" by Tom Nardacci

How would you feel if someone with an Altoid tin took a piece and popped it in their mouth, but then put the tin away without offering to share?

Successful package marketing can impact behavior. I was at a non-profit board meeting recently and watched as someone opened a tin of Altoids and proceeded to pass it around the table, even there were some twenty people in attendance. The act was second nature.

I've read a number of case studies and articles about the development of the Altoids tin, and the real brilliance of this product is that it was made to share. You really have to watch in admiration of the marketing genius, because when someone takes out the tin they have to share. It's become a social norm.

Gum manufacturers have jumped on the bandwagon, as packaging is now more sharing-friendly with the introduction of brands such as Orbit. However, the sentiment isn't exactly the same – well not yet, anyway. A person can still reach into their pocket or handbag and produce a piece of gum without necessarily being noticed. The individual wrapping makes this possible. The Altoid tin makes this impossible, as you run the risk of spilling the loose mints everywhere. The act of physically removing the tin from a pocket or handbag, removing the lid, and taking an Altoid draws attention from surrounding persons. In other words, it gets the marketing ball rolling.

The person in possession of the mints then undoubtedly feels the need to offer them to others. These people may be thinking "I haven't had one of these in ages" or "I forgot how well these worked", and recall this information next time they're in the checkout line of their local drugstore or supermarket. This chain reaction increases Altoid sales without a cent being spent on advertising. Curiously strong? You bet.

Honoring Larry Doby #14 - August 10, 2007

2007-07-16T09:01:00.000-04:00

This year, as they did in 1997, Major League Baseball has spent a great deal of time honoring the great Jackie Robinson. 2007 represents 60 years since Robinson broke the MLB color barrier.

Last week, I watched a documentary about the Brooklyn Dodgers called the 'Ghosts of Flatbush,' which chronicled that great team most known today for helping Robinson break the color barrier. A few days later my father-in-law, who grew up in Bay Ridge, sent me a Star Ledger (NJ) article detailing the professional career of Larry Doby.

Just 11 weeks after Jackie Robinson broke the National League color barrier, Doby joined the Cleveland Indians to break the color barrier in the American League. Doby helped the Indians win a World Series title in 1948, was a 9 time All Star, and was voted into the Baseball Hall of Fame in 1998.

In 1997, Doby threw out the ceremonial first pitch at Cleveland's Jacobs Field. Doby, who was born and raised in Paterson, NJ, died on June 18, 2003 in Montclair, NJ.

On August 10, 2007, the Indians will honor Doby by all players wearing his #14 on "Larry Doby Day."

ViaTalk Free Connect

2007-07-13T16:57:00.000-04:00

FOR IMMEDIATE RELEASE

Contact: Tom Nardacci, Gramercy Communications (518) 459-2284

ViaTalk Providing Free Local & Long Distance Phone Calls

Top Internet Phone Service Provider Launches ViaTalk Free Connect

CLIFTON PARK, N.Y. July 13, 2007 – ViaTalk, LLC, a rapidly growing national provider of Voice over Internet Protocol (VoIP), is pleased to announce the launch of ViaTalk Free Connect (www.viatalkfree.com), an easy to use, innovative phone system that allows anyone with access to a traditional phone to make a free 10 minute phone call anywhere in the U.S. or Canada.

“It’s no longer accurate to say nothing in life is free. These calls, including long distance, are literally free,” said ViaTalk CEO Brendan Brader. “In fact, we are inviting people to make as many phone calls as they would like, on us.”

There is no sign-up required, users simply go to www.viatalkfree.com and enter their phone number, then the phone number they wish to call. Once they have done that, they wait just a few seconds for a call to their phone line. As they answer that call, the service then dials the number they are trying to reach. Since the call is through ViaTalk Free Connect, no charges apply to the user’s phone line.

Users are encouraged to leave feedback or suggestions once they’ve utilized the ViaTalk Free Connect. Brader said that he hopes ViaTalk Free Connect will introduce customers to the world of VoIP. “With ViaTalk Free Connect customers will experience the benefit of free long distance and know firsthand that their call has great sound quality and clarity,” added Brader.

ViaTalk was launched in 2005 by Brader and CTO John Reyes, owners of HostRocket.com, Inc. (www.HostRocket.com), a debt free multi-million dollar corporation that has hosted over 100,000 websites located in the heart of New York State’s Tech Valley. Brader was named one of Tech Valley’s Top 10 most influential technology leaders because of his extensive experience and success in internet services. ViaTalk has quickly become a top national VoIP provider with customers in 2,200 markets in all 50 States.

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About HostRocket.Com, Inc and ViaTalk LLC

HostRocket.Com, Inc. is a privately owned, multi-million dollar, debt-free corporation located in New York’s Tech Valley that provides shared web hosting services to approximately 100,000 top websites and offers internet phone service in 2,200 markets in all 50 states through sister VoIP company ViaTalk, LLC. To learn more about HostRocket, Inc. go to www.HostRocket.com. To learn more about ViaTalk LLC go to www.ViaTalk.com.

Finalist for “Mark of Excellence” Award

2007-07-10T12:38:00.000-04:00

Yankee Trails World Travel 50^th Anniversary Celebration Campaign Named as Finalist for 2007 “Mark of Excellence” Award

Albany, NY (July 10, 2007) – Gramercy Communications is pleased to announce that the Yankee Trails World Travel 50^th Anniversary Celebration campaign has been chosen as a finalist for the 2007 “Mark of Excellence” Award given by the Capital Region Chapter of the American Marketing Association (AMA). Gramercy Communications was a marketing partner with Yankee Trails World Travel and Mercury Web Solutions for the campaign. The “Mark of Excellence” Award recognizes highly effective marketing programs from companies within the Capital Region. The award aims to draw attention to the hard work local marketing professionals have put into campaigns that have achieved impressive bottom-line results.

Gramercy Communications developed the earned media strategy for the campaign, landing a wide variety of high profile Capital Region media placements. “We are honored to be part of the team selected as a finalist for this high profile award that singles out the Capital Region’s most effective marketing campaigns,” said Tom Nardacci, principal & founder of Gramercy Communications. “Yankee Trails World Travel is a tremendous company led by a terrific family of owners and I am very pleased to assist their strategic communications efforts.”

Yankee Trails World Travel plans to complete its 50^th anniversary celebration in 2007 with signature cruise to the Southern Caribbean from November 10^th-21^st featuring Carmine Sprio, a local celebrity Chef. The cruise is on board Holland America’s newest ship, “Noordam.”

Yankee Trails World Travel started as a 2-bus company providing transportation for customers traveling between Bennington, VT and downtown Troy, NY. Today, Yankee Trails World Travel is one of the Capital Region’s premier family owned companies, providing reliable and safe motor coach transportation and a full-service travel agency providing cruise and air packages to worldwide destinations.

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Separation of Church and State

2007-07-05T09:27:00.000-04:00

"Separation of Church and State" by Thomas Nardacci

Quite often, I find myself explaining to my PR clients who already purchase advertising from media outlets that there is a "separation of church and state" when it comes to the newsroom and the advertising department. They are usually in disbelief to hear that the thousands of dollars in ad buys won't translate to news coverage.

It has been my experience in every media outlet I've worked in that the journalists in the newsroom draw a very clear line in the sand and it's important for people to know that when talking to the reporter, editor or producer. If you start a pitch by saying "we buy thousands in ads," you can pretty much consider your story DOA. There are journalistic ethics and a majority of reporters take them very seriously.

I am also frequently at the other end of sales calls too because sometimes communications campaigns simply call for paid advertising. I usually find that the ad sales departments try to draw the distinction too. But, in the end they are trying to make a sale and working on commissions, so they are less likely to tell someone point blank that there is a barrier between the departments. They usually say that they could "talk to someone" or "make a connection." They can and do give names and contact info, but don't rely on them to pitch your story.

This is not to say that paid ads have no influence whatsoever on all media outlets in every situation. There are certainly gray areas -- a smaller outlet where the ad guy and reporter may share a cubicle, or with individuals willing to bend the rules.

I would advise clients to avoid creating a conflict. Keep their advertising contacts and news contacts separate and concentrate on developing a news pitch that is worthy of coverage on its own merits.

Communicating with Existing Customers

2007-07-02T22:34:00.000-04:00

“Communicating with Existing Customers” by Tom Nardacci

My plumber is a great marketer. The company has great branding, great colors, and most importantly fantastic customer service. I don’t mind paying a little bit more for the peace of mind to know I have professional help when I need it. I received a newsletter a few months back from them with tips about what should be checked, cleaned and looked after at this time of year. It offered some tips about late spring thawing and water management issues like wet basements. I read it cover to cover and enjoyed it.

I also recently received a newsletter from my accountant. The newsletter included many pre-written articles. I glanced at it and while it may not have been as memorable to me as the plumbing tips, it had the same impact. I appreciated the mail and the effort that went into it at a time of year when I am not calling on them.

Communicating with existing customers in a positive, consistent way is a good strategy to retain and maintain loyal customers and clients. Even if the publication isn’t read cover to cover, customers/clients take note that you reached out to them. Just don’t bombard them relentlessly with unsolicited mail and e-mails.

Confessions of a PR Intern

2007-06-26T15:48:00.000-04:00

"Confessions of a PR Intern" by Natalia K.

I will be the first to admit that when I started my internship at Gramercy Communications, I was not well-versed in Public Relations. I had no experience, no references, and no real background in the field. But I knew I was a good writer, good with people, and had the confidence to land the position regardless of the aforementioned downfalls. What I didn't know, I would figure out – simple as that. Three months later, I still have my job and to my delight, I'm actually pretty good at it.

So far, I've learned a few very important lessons that I know will help me when my life as an MBA student is over and I have to get a "real" job. The first being what I had used to land the internship in the first place: confidence. But with that comes a disclaimer: confidence is good, cocky is bad. Sure, you need to be able to walk into a room and captivate your audience within 10 seconds of opening your mouth. But they don't want to hear about how great YOU are. They want to know what you're going to do for THEM. Simply put? Under promise and over deliver.

The next thing is to know your client. I've tagged along to several client meetings which have always been prefaced with tons of research and site visits, if applicable. Know who you will be dealing with, where they started, and where they hope to go. Tell them how you will help get them there. You'd never walk into a job interview without researching the company. This isn't any different.

Lastly, always be aware of your surroundings. People love to talk, especially those in PR and marketing positions. They want to know what you're doing, and how well you're doing it, especially if it's better than them. Be proud of your accomplishments after you've accomplished them; prematurely boasting of your successes can result in bad PR karma.

And you thought karma was only applicable to your personal life.

----------------

Natalia K. is pursuing an M.B.A. at Union Graduate College and graduated with a B.S. in Marketing and Management from Siena College.

Marketing: Identifying People Who Influence

2007-05-30T13:02:00.000-04:00

“Marketing: Identifying People Who Influence” by Tom Nardacci

Effective marketing is very powerful and sometimes simply unsuspecting.

Many of us remember the first person you knew who had an iPod. That person may have influenced us to consider this new invention that held several hundred songs. Apple knew who these people were and marketed directly to them. The distinctive white ear buds and long white cord were part of the marketing. I remember the person who first showed me an iPod and I remember when I started seeing the white earbuds on the New York City Subway on my way to and from work.

In “The Tipping Point,” Malcolm Gladwell breaks these people who influence others into three groups: Salespeople, Mavens, and Connectors. In his book “Unleashing the Ideavirus,” Seth Godin defines people likely to spread an ideavirus as “sneezers.”

Recently, a good friend of mine, who I would consider one of these influencers, told me that he had gotten rid of his gas lawn mower and purchased an old fashioned manual reel mower instead. He told me he was doing his part for the environment. Well, after considering his opinion and thinking of how small my lawn really is, I went and purchased a reel mower too.

2 days ago, I was shocked to read the below Associated Press story on how manual reel mowers are making a comeback! I need to find out from my friend where he first heard of buying one.

Manual Lawn Mowers Are Making a Comeback
By DON BABWIN, Associated Press Writer Mon May 28, 6:09 AM ET

CHICAGO - Powerful, loud mowers have been showing lawns who's boss for decades. But now contraptions that couldn't cut butter without a good shove are quietly — really quietly — making a comeback.

Manual lawn mowers, long the 98-pound weaklings of the tool shed, are pushing their way, or, more accurately, being pushed around more yards all over the country.

"It's phenomenal," said Teri McClain, inside sales administrator at the 112-year-old American Lawn Mower Co. in Shelbyville, Ind., which she said is the only manufacturer of reel mowers in the United States. "Sales continue to rise every year."

Phenomenal might be a little strong. Exact statistics aren't available, but McClain estimates 350,000 manual mowers are sold in the United States each year — most made by her company. That is just a fraction of the 6 million gas-powered walk-behind mowers that hit the market last year.

Still, that number is about 100,000 more than were sold just five years ago and seven times as many as the estimated 50,000 a year sold in the 1980s, McClain said.

American Lawn Mower was one of about 60 domestic manufacturers of manual mowers at the end of World War II, when power mowers began taking over the industry, McClain said. Now, it is the only one making the mowers in the U.S., although some U.S.-based companies make the mowers in other countries.

According to buyers and sellers, the resurgence of these quaint reminders of yesteryear is due most notably to growing environmental concerns and an increasing number of women who do the mowing.

Headlines about global warming, pollution and vanishing natural resources have people — and not just those wearing Birkenstocks — making changes.

"I'm not a tree hugger but I think we all think about being more environmentally friendly and leave less of a footprint on the world," said Ben Kogan, a Chicago architect who started using his new mower this spring.

"It's an introduction into green gardening and a more green lifestyle," said Jim Grisius, 45, of Homewood, Ill.

And the mowers provide one way to respond to pollution from gas-powered mowers, not to mention the warnings from at least one former vice president.

"I definitely see a bigger selection of people all the time, especially since the

Al Gore movie ('An Inconvenient Truth')," said Lars Hundley, the owner of Clean Air Gardening, a Dallas-based gardening equipment retailer.

The mower also is appealing because it is inexpensive — around $200 — and so simple.

It looks different than the one invented in England in the 1830s to take over a job that once belonged to scythe-wielding people or hungry sheep. And with the use of lighter metals and plastic, it's a lot lighter than the heavy iron and wood mowers some baby boomers remember pushing around for a measly 50 cents an hour.

But it works pretty much the same way it always did: Just push it and it cuts.

"I don't have to worry about gas, repairs and getting it (the mower) started," said Eric Skalinder, a 35-year-old Chicago teacher.

Perhaps just as significant, more people are finding they don't need a power mower because they have less lawn to mow.

McClain said houses in many new developments are being built on lots of a third of an acre or less. And with yard sizes reduced even further by increasingly popular amenities like rock gardens, sitting areas and dog runs, "the mowing area is really very small," she said.

Kogan and Skalinder said that, considering their yards are the size of apartment bedrooms, power mowers didn't seem necessary.

"I felt a gas-powered (mower) was a little over the top for my needs," said Skalinder, adding he didn't want to use the kind of screaming power mower that keeps him awake when he's trying to nap.

Those are welcome words to those in the manual lawn mower business, who well know the hold that big, roaring machines have on the public. "For a lot of people power is the thing," said McClain.

Even for all his talk about a "green lifestyle," Grisius wondered if he really wanted to buy a powerless lawn mower.

"There was a little bit of ... do I want to be the only guy on the block with a reel mower?" he said.

Luckily for the manual mower business, there is a whole segment of the population that isn't enamored with power tools or worried about looking wimpy: Women.

"We noticed very quickly that two out of three people buying manual mowers were female," said Terry Jarvis, president of Sunlawn Inc., a Fort Collins, Colo.-based company that's been selling the mowers for 10 years and making its own for two.

"Women like the simplicity of the machines, the fact that they work." he said. "I constantly hear women commenting, 'I love the useful exercise.'"

Melissa Vesper, 32, of Arlington, Texas, appreciates how she can spend time with her two small children while she's mowing — something she couldn't do with a noisy gas mower that turned pebbles and twigs into projectiles.

"I can hear them and not worry about things getting flung at them," she said.

Nobody suggests that manual mowers — still rare enough that Kogan's neighbors confessed they didn't realize they still existed — are going to push power mowers aside.

Reel mowers, which Hundley said many people buy over the Internet, increasingly are showing up in large hardware chains and small mom-and-pop places alike. But Hundley said stores aren't likely to let push mowers that cost about $200 or less to take valuable display place from power mowers that can cost hundreds of dollars more.

"They'd rather sell an $800 Toro they make a couple hundred bucks on than (make) a few bucks on a push mower," he said.

Still, some owners say they plan on sticking with manual mowers — and maybe get others to follow.

"I hope my neighbors see me," said Skalinder. "I hope people see it and I can offer them a loaner (and) get more people to use them."

It Just Takes ONE - 2007 Appeal

2007-05-09T14:54:00.000-04:00

Dear Family, Friends & Colleagues:

I am an active volunteer at the Boys & Girls Clubs of Albany, an organization dedicated to serving the needs of the children of Albany. The Clubs serve over 2,000 kids at the main building on Delaware Avenue and from 3 satellite sites located in housing authority buildings.

The Clubs serve hundreds of good hot meals each week, offer after school tutoring and other educational programs, provide life skill training in areas such as leadership, gang prevention and personal well being, as well as offering athletics.

The Clubs are now undergoing their first serious efforts to raise private funds from small donors to help them continue their past successes. This campaign, called “It Just Takes ONE,” is a chance for individuals such as you to make a direct impact on the life of ONE of these terrific and deserving children.

I am pleased to say that the all volunteer Board of Directors has already personally pledged nearly $32,000 towards our $65,000 goal. As a Board, we have watched firsthand the impact that the Clubs have on the lives of these children – providing a safe place, a positive place, a caring place for kids. In a recent editorial, The Record said:

“With community volunteers like these who actually put their money where their mouths are, it's only a matter of time when the $65,000 goal for the Boys & Girls Clubs of Albany is reached. We salute all those who have shown support and also the volunteers to make it happen every day.”

We are now asking our families, friends, and colleagues to make a tax deductible donation of $25, $50, $100, or $200 on our secure website to help us reach our 2007 goal. We know there is competition for donations, but are hoping that this personal appeal will show you how worthy we believe the Clubs to be.

If you are willing to make a difference, please “make on online donation” today with your credit card on our secure website: http://www.bgcalbany.com

Thank you!

Tom Nardacci
Chair, “It Just Takes ONE”

p.s. You can also mail donations to: ONE Campaign, Boys & Girls Clubs of Albany, 21 Delaware Avenue, Albany, NY 12210.

Bill Clinton's Crossword Puzzle

2007-05-09T11:38:00.000-04:00

A major AP story today is that former President Bill Clinton has developed a crossword puzzle for the New York Times called 'Twistin' the Oldies.'

A-Rod Update, PR in Sports

2007-05-07T00:09:00.000-04:00

This isn't a fan page by any stretch and I'm not interested in blogging about my favorite sports teams. Sports do, however, provide interesting case studies on how teams, players, agents, etc. deal with the media. Most recently, the NFL Draft was a tremendous example of positioning individual players and college programs. Except for Heisman hopefuls, it is most likely the first time most of these athletes have been exposed to the national sports media. It was easy to pick out the draftees that had a PR operation and those who did not.

As a follow-up to my previous post, Alex Rodriguez is off to an amazing start and from the stories in the Post and the News and the scenes from the Stadium it appears that the fans have turned in his favor. He also recently publicly announced his intentions to stay with the Yankees and a desire to work something out contractually. The team has some real issues bringing up the rear in the AL East, and putting any questions to rest about his relationship, particularly because of his fast start, is in both his and the team's interest.

Lastly, the announcement that Roger Clemens is returning to the Yankees couldn't have been made at a better time. Sunday is a notoriously slow news day (except during football season for the sports media). His gametime, live announcement during 7th inning stretch led the TV and radio sports casts will be front page news in the New York print media.

ONE Campaign Postcard

2007-04-30T20:34:00.000-04:00

Upcoming Presentation: April 25

2007-04-11T16:59:00.000-04:00

On April 25, I'll be giving a luncheon presentation to The Rotary Club of Albany at Wolfert's Roost Country Club.

My topic is "How Public Relations Made Bacon & Eggs America's Hearty Breakfast," a discussion about positioning an organization or product with public relations and attracting media attention when there is no hard news.

It has something to do with the 'father of PR,' Edward Bernays.

Rachael Ray & Dunkin Donuts

2007-04-02T18:01:00.000-04:00

Congratulations to Dunkin Donuts for signing Capital Region native Rachael Ray as their new spokesperson. According to the April 1, 2007 edition of "Marketing News," the donut chain says Ray will 'lend her perspective to the culinary team in the development of 'new and better for you' food and beverage options. Ray is scheduled to appear in TV, radio, online and in-store appearances. According to the article, the chain is scheduled to open 10,000 new stores around the country by 2020.

YouTube Video Awards

2007-03-26T16:35:00.000-04:00

Vlogging is here to stay. Just 2 years ago, who would have thought that the antics of 'Ask a Ninja,' 'OK Go,' and 'LonelyGirl15' would be known worldwide?

www.youtube.com/YTAwards

According to an AP story today, the popular vlogging site attracted 135.5 million visitors in January.

Obama Mashup

2007-03-21T21:05:00.000-04:00

“What’s a Mashup?” by Tom Nardacci

Mashups are well known in music on the club scene -- a DJ takes two records or sounds and mixes them together for a distinctly new sound with familiar beats and lyrics. One popular example of a Mashup is when MTV put rapper Jay-Z and rocker Linkin Park together to remix HOVA’s song “Encore” and LP's song "Numb."

Recently, a supporter of Presidential candidate Barack Obama took one of the most groundbreaking television ads of our time (Macintosh/Apple’s 1984 Super Bowl commercial) and spliced in Hillary Clinton. The "Vote Different" mashup has created a national media storm, appearing on every news channel.

It has been viewed over 1.7 million times on YouTube!!

"Getting Love by Giving Love" by Thomas Nardacci

2007-03-21T15:19:00.000-04:00

"Getting Love by Giving Love" by Thomas Nardacci

A few weeks ago New York Yankee Third Baseman Alex Rodriquez discussed his future with the Yankees by telling WFAN’s “Mike and the Mad Dog” that he would need to see love from the Yankee organization and from the fans as part of his decision to stay with the Bombers.

A-Rod is certainly one of the greatest players in the game, is assured a place in the Hall of Fame when he becomes Cooperstown eligible, and is one of the most talented players to don Pinstripes in a long time.

The New York media market is a tough place to play and gain respect, but the sports coverage is as fair as it comes and the players that get respect have earned it. A recent trip to Yankee Spring Training in Tampa allowed me a chance to get a microcosmic glimpse of the situation with Alex Rodriquez.

Most of the fans in Tampa this year seem to agree on the A-Rod situation. One astute snowbird from the Bronx said “A-Rod is a great player but he is not a great Yankee,” easily rattling off names of his Yankee greats. Playing in New York is much different than Seattle or Texas. The fans are brutally honest and very demanding. But, New York fans give the MOST love of any fans (Boston fans are probably on par) to the players that give them love. Playing for a New York team, especially a winning team, also offers athletes a chance at becoming a legend (such as these famous numbers -- #3, #4, #5, #7, #16, #23, #49, etc.)

I watched as A-Rod ignored little kids yelling his name. Jeter, Matsui and Rivera waved, Damon and Giambi (who’s love from the fans has rebounded tremendously since being embroiled in steroid controversy) stopped and signed autographs for the kids. Yankee greats Mattingly, Nettles, and Guidry all acknowledged the fans with waves and ‘hellos.’ A-Rod didn’t, and it did not go unnoticed.

What’s a wave to a little kid yelling your name at Spring Training? It goes to the heart of public relations. Not only do the fans who happen to be there notice, but they probably relate the story to other people (or blog about it), and the beat reporters covering you game after game and year after year notice too. It raises questions and helps to frame their stories.

Watching A-Rod stretch and run alone, while teammates warmed up together, gave me the suspicion that this story about him has been brewing for some time. A security guard at Legends Field summed it up best when I asked him what he thought of A-Rod. He said, “A-Rod wants love from the fans, but he doesn’t love the fans.”

Spring for Kids 2007 A Success!

2007-03-21T14:33:00.000-04:00

Thank you to everyone who turned out last night for 'Spring for Kids 2007' benefit, with 100% of proceeds going to the Boys & Girls Clubs of Albany.

Thanks also to Kristi Gustafson at the Times Union for snapping some event pictures for 'Seen.'

Spring for Kids 2007

2007-03-07T19:48:00.000-05:00

Spring for Kids - a benefit for the Boys & Girls Clubs of Albany

Hello Friends & Colleagues:

Below please find an invitation for a Tuesday, March 20th benefit event at the recently opened Tryst Ultra Lounge in Downtown Albany.

This is the first in a series of events being planned by a group of emerging leaders from business and politics in Tech Valley to raise funds for a variety of worthy causes. I am pleased to tell you that 100% of the proceeds from the March 20^th benefit will be donated to the Boys & Girls Clubs of Albany for their annual “It Just Takes ONE” campaign, which I am pleased to serve as Chair this year. The money will be used by the Clubs for the 2,000 youth that they serve.

Payment will be accepted at the door -- checks should be made payable to the ‘Boys & Girls Clubs of Albany.’ Please RSVP to me ASAP if you are interested in attending, and feel free to pass this invitation along.

Thank you and I hope to see you on March 20th!!!

Sincerely,

Tom Nardacci

Walking With the Wind

2007-03-05T14:16:00.000-05:00

Walking With the Wind

“When I care about something, I am prepared to take the long hard road. . . . That's what faith is all about.'' – John Lewis

Just as beauty is sometimes in the eye of the beholder, history is largely in the eye of the historian. I learned that simple lesson as a junior history major at Syracuse University.

I am continually reminded of this lesson while reading various memoirs or historical biographies, or on visits to museums and historic sites. The history we learned in textbooks is the polished version.

With Black History Month coming to a close, I want to highly recommend a straightforward, yet passionate book that was an eye-opener for me with regards to the Civil Rights movement, “Walking With the Wind,” by Georgia Congressman John Lewis and co-written by Michael D’Orso. Lewis headed up the Student Nonviolet Coordinating Committee (SNCC), and he takes you on a meditative journey through his life, including stories about his interaction – both good and bad -- with the movement and its leaders, and his personal decisions, including his life in the 1970’s and his run for Congress in 1986.

I met Congressman Lewis in 1998, and he stands out as one of the most memorable people I have ever met. In his office there is the famous picture of marchers being trampled by local and state police on the Edmund Pettus Bridge in Selma, Alabama. John Lewis, in his raincoat, is one of the marchers being trampled and had his skull fractured that day. The thing that was most memorable about Lewis to me was that he is not the showy overly-charismatic figure that D.C. tends to churn out. He was down to earth and real candid. The book reflects that.

Crisis Communications: JetBlue Airways

2007-03-02T15:30:00.000-05:00

"Crisis Communications: JetBlue Airways" by Thomas Nardacci

Last week, JetBlue faced a major corporate communications crisis as thousands of passengers were left stranded and newspapers depicted a sea of luggage left unclaimed because of severe weather.

Company president David Neeleman did his company a great service by standing up and addressing the situation within days. The company also issued an immediate statement on the day of the delays offering a full refund and free roundtrip flight to all customers who were impacted.

While it is debatable whether 5 hours is "ok" for a passenger to be kept on a grounded plane (and Congress is likely to continue this exact discussion), the customer bill of rights the company released was pretty clear and direct, and Neeleman’s statement didn’t try to redirect blame:

"This was a big wake-up call for JetBlue," said JetBlue Founder and CEO David Neeleman. "If there's a silver lining, it is the fact that our airline is going to be stronger and even better prepared to serve our customers. In addition, I want to publicly apologize to JetBlue's crewmembers -- the best in the industry -- and I promise to get the right resources, tools and support for them going forward, so that they in turn can deliver the JetBlue Experience you have come to expect from us."

Congress is likely to bring this issue up when they debate any “Passenger Bill of Rights” proposals. Neeleman, and JetBlue, by admitting fault and developing a solution aimed to benefit their customer, took a great deal of future heat off of themselves should they face a Congressional inquiry or legislative hearing.

Quantifying Blogging

2007-03-01T17:21:00.000-05:00

As part of my internal marketing efforts for Gramercy Communications, I review internet traffic reports that I utilize for the blog and the static website on a monthly basis.

By adding this simple blog, I doubled Gramercy Communications' internet traffic. I also singlehandedly maximized my search engine optimization (SEO) for Gramercy Communications and Tom Nardacci or Thomas Nardacci.

Most of my traffic for both the website and the blog is based in New York State, and is referred primarily through Google searches. Search terms such as Albany, NY, public relations, Tech Valley, or local client names, result in increased local traffic. There is also usually a 3 day spike in traffic after I send out a Sunday night e-mail blast to friends and colleagues and ask them to pass something along.

National topics, such as when I posted about autistic high school basketball player Jason McElwain from Rochester and his 3-point performance last year (the best news clip I have ever seen), result in national traffic. Posts on specific topics, like podcasts, entreprenuership, 5 things businesses should know, Virginia Senator George Allen using the slur 'macaca,' etc., result in topic specific traffic from search engines.

I am finding out firsthand just how important it is to be strategic about what you put on your blog. Just today, someone from Rome, Italy Googled "Nardacci" and linked to the Gramercy Communications blog -- it could have been a cousin and this blog could have been their first impression of their American relatives.

Client News - Congrats Brendan

2007-02-25T11:37:00.000-05:00

Brendan Brader, CEO of Top Web Hosting Company
HostRocket.com & Internet Phone Service Provider ViaTalk
Named to The Business Review’s ‘40 Under Forty’ List

CLIFTON PARK, NY (February 22, 2007) – Brendan Brader, CEO of two leading technology companies located in the heart of New York State’s Tech Valley, has been named to the “40 Under Forty” list of emerging business leaders by The Business Review.

In 1999, Brader and his longtime friend John Reyes, founded HostRocket.com, Inc., at the age of 19. HostRocket.com has grown into a debt-free multi-million dollar company offering RocketFreedom shared web hosting for as low as $4.95 per month, RocketOrbit reseller hosting, and dedicated hosting for as low as $99.95 per month. HostRocket.com is known throughout the web hosting industry for its around-the-clock customer service and incredible technical support. In 2007 the company reached an important milestone of hosting over 100,000 websites. HostRocket.com’s servers are located on-site at their corporate offices.

“I am proud that HostRocket.com has become the industry standard when it comes to providing high level customer service and tech support, and a wide variety of features at a low cost,” said Brader.

In 2005, the HostRocket.com team launched sister company ViaTalk, LLC, an internet phone service provider. Customers have flocked to the Voice over Internet Protocol (VoIP) market over the past 5 years from traditional phone companies. Because of Brader’s success with HostRocket.com and his extensive knowledge of the internet, ViaTalk has quickly become a top national internet phone service provider with customers in 2,200 markets in all 50 states. The company is frequently quoted as having the lowest price while still offering the most advanced features. The company, which has a totally U.S.-based customer support staff, even runs a ‘buy-one year at $199 and receive a year of service for free’ special.

“ViaTalk is a rapidly growing internet phone service company known for our customer support, low prices, and inclusion of many features that would easily cost hundreds of dollars per year,” added Brader.

The two companies are headquartered in different buildings at the same corporate office park. Brader splits his days and nights between the two companies, spending the morning at ViaTalk and the afternoon and late evenings at HostRocket.com.

Brader and Reyes are actively involved with their former high school robotics team, and serve as mentors to the students. In addition to providing hands-on mentoring, they have donated $80,000 over the last 4 years to underwrite the team, allowing them to compete in regional and national competitions.

About HostRocket.com and ViaTalk, LLC

HostRocket.com, Inc. (www.HostRocket.com) is a privately owned, multi-million dollar, debt-free corporation located in New York’s TechValley that has provided web hosting services to more than 100,000 websites and offers internet phone service in 2,200 markets in all 50 states via Voice over Internet Protocol (VoIP) partner ViaTalk LLC (www.ViaTalk.com). In addition, the company serves hundreds of additional clients by providing services such as dedicated hosting, e-commerce hosting, and application hosting.

Chairing 'It Just Takes ONE'

2007-02-18T14:30:00.000-05:00

Tom Nardacci to Chair Boys & Girls Clubs of Albany Annual Appeal

Albany, NY – Tom Nardacci, founder and principal of Downtown Albany, NY PR firm Gramercy Communications, has been named Chair of the 2007 “It Just takes ONE” campaign, the Boys & Girls Clubs of Albany’s annual appeal. Tom is a member of the Albany Club’s Board of Directors and worked on the successful 2006 ONE Campaign.

‘It Just Takes ONE’ is a nationally recognized fundraising program from Boys & Girls Clubs of America to assist local Clubs to increase their contributions from private donors.

You can donate online at www.bgcalbany.com

Pro Bono Work

2007-02-18T13:54:00.000-05:00

Gramercy Communications is dedicated to giving back to the community, and that giving comes in various forms, including dedicating our public relations and marketing expertise. We have an interest in organizations that assist disadvantaged youth.

I recently became a volunteer member of the Communications Committee of Capital Region Sponsor-a-Scholar (CRSAS), a terrific organization dedicated to assisting bright, yet disadvantaged teens in Albany, Troy, and Schenectady. Below is a feature article that appeared in the Times Union that we pitched for CRSAS:

MENTOR FINDS A NEW DAUGHTER IN HER STUDENT
by Jennifer Patterson, Staff Writer, Times Union, 2/13/07

ALBANY -- When Janice McNeal met her Capital Region Sponsor-A-Scholar mentor more than a decade ago, she had no idea what an impact Pat Myers would have in her life.

The pair were matched up when McNeal was an Albany High School ninth-grader. Countless conversations, homework sessions, movies, basketball games and family trips have transpired over the years, and the bond between the two remains strong.

"Pat welcomed me into her home and family, treating me as one of her daughters," said McNeal, now 25. "When I felt like a course was too difficult to continue, she was there, encouraging me to finish. She has been there for every major event in my life, and I am grateful for her consistent patience and guidance."

McNeal is the second oldest of seven siblings and was raised by a single mother. Working two or more jobs was not uncommon for McNeal's mom, whose strength and work ethic rubbed off on her daughter.

These days Janice McNeal keeps busy, holding a full-time at the New York State Coordinating Council, working toward a psychology degree from Empire State College and volunteering for the the Community Accountability Board (a community-based alternative-sentencing program for nonviolent, first-time offenders). When her schedule isn't so full, she hopes to become a mentor for the same program that touched her life.

"To be able to give back is a major goal for me," McNeal said. "But when I become a mentor, I want to be able to dedicate all of my attention to the student I'm paired with."

Capital Region Sponsor-A-Scholar was founded by Myers and other local civic leaders and social entrepreneurs in 1996. It serves more than 240 academically talented disadvantaged students in Albany, Schenectady and Troy.

The program employs academic coordinators -- guidance counselors from local school districts -- on a part-time basis to find students with a B/C grade average who demonstrate a commitment to education and leadership potential.

"A majority of the students that participate are enrolled in at-risk schools," said Executive Director William K. Corbett. "Our hope is that with the agency's help, students continue their education and return to their local community as future leaders."

Academic coordinators use report-card averages and teacher recommendations to make their selections and can enroll 10 students per year from each school district. High school students are inducted in the program during their sophomore year and continue to receive guidance until they graduate from college.

Each year, Sponsor-A-Scholar enlists the support of 30 individuals, foundations, and corporate sponsors to cover the $7,500 fee of enrolling a student in the program. The money provides students with access to a mentor, one-on-one academic tutoring and other social interaction.

"Many people give up on mentoring because it's difficult at times, and the students don't fit into the little box that we want them to," said Myers, who is reading a women's studies book McNeal is studying so they can have discussions outside the classroom. "It's been an incredible and rewarding experience for both of us. She has become like another daughter to me."

What's a podcast?

2007-02-18T07:48:00.000-05:00

The word “podcast” is a portmanteau combining the word “iPod” and “broadcasting.” What you should first know is that you do not need an iPod to listen, and the technology to broadcast audio or video on the internet was not solely developed by Apple.

Podcasting is basically an audio blog. You can upload audio or video to a website (your website, blog, or sites like iTunes Music Store) and new syndication technologies, primarily RSS (Rich Site Summary), allow people to download your podcast. Recent advances can make podcasts searchable and allow users to subscribe so that they can automatically download podcasts in which they are interested.

Podcasting has exploded onto the communications scene and appears to be poised for continued growth. Google has reported over 100 million hits on the search word “podcasts” and companies like Apple and Sony have launched new products that allow downloads of video podcasts too. "Podcasting" is the 2005 New Oxford American Dictionary Word of the Year.

Similar to blogs, podcasts are an unfiltered medium where your message can be transmitted directly to your target audience. The challenge is connecting them to you and developing a loyal following.

Podcasts are communications tools like press releases, marketing collateral, 800 numbers, advertising, and websites, and should be developed with the same seriousness as all of your other communications.

What our clients say about us: 3tArchitects

2007-02-15T15:23:00.000-05:00

“Tom Nardacci has a keen understanding of economic development projects and knows how to strategically utilize communications to generate positive publicity, create anticipation in the marketplace, build awareness and maintain a buzz for projects. His work for us has been an invaluable asset to 3t’s involvement with new construction and revitalization projects."
- Scott Townsend, Principal and Founder, 3tArchitects

A recent print ad of ours

2007-02-11T11:44:00.000-05:00

Gramercy Communications Selected to Oversee Public Relations for Yankee Trails 50th Anniversary Celebration

2007-01-17T17:12:00.000-05:00

FOR IMMEDIATE RELEASE

Gramercy Communications Selected to Oversee Public Relations for Yankee Trails 50th Anniversary Celebration

Albany, N.Y. January 9, 2007: Gramercy Communications, a downtown Albany public relations company, has been chosen by Yankee Trails World Travel to develop and implement a public relations strategy for the celebration of their 50th Anniversary in 2007.

“Yankee Trails World Travel is one of the Capital Region’s premier family owned and operated companies,” said Tom Nardacci, Principal of Gramercy Communications. “I am extremely pleased that I will be able to play a role in helping to highlight Yankee Trails’ 50 years of world class service in the transportation and travel industry.”

Tom Nardacci earned a master’s degree in strategic communications from Columbia University and a bachelor’s degree in history from Syracuse University. Prior to launching Gramercy Communications in 2005, Nardacci directed public relations for the Alliance for Downtown New York, Lower Manhattan’s business improvement district.

Nardacci serves as a member of the Board of Directors of the Boys & Girls Clubs of Albany and as President-elect of the Capital Region Chapter of the Public Relations Society of America (PRSA). He is also a member of the American Marketing Association (AMA), Albany-Colonie Regional Chamber of Commerce, and Rensselaer County Regional Chamber of Commerce.

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About Gramercy Communications
Gramercy Communications, LLC offers strategic public relations and marketing communications counsel for businesses and not-for-profit clients in the Capital Region and New York City. They are located at 418 Broadway, 2nd Floor, Albany, NY 12207.

Pro Bono Work

2007-01-16T18:09:00.000-05:00

Should CEOs Blog?

2007-01-02T14:52:00.000-05:00

“Should CEOs blog?” by Tom Nardacci

I was at a PRSA event and a colleague asked me if I thought CEOs should blog? This is a topic that has been debated and discussed for several years now and there is no shortage of opinions on the topic.

Yes, CEOs should blog if their blogging is strategic and it helps them to communicate to their target audiences. Blogs can be very effective. You should determine, however, if it is worth the effort and the CEOs time commitment based on the company’s needs and the audience you are trying to reach.

Involvement of your public relations department should be a must.

Public Relations - A Reflection of Self

2006-12-29T08:40:00.000-05:00

In additon to developing a strategy to tell target audiences about your company, services, or products, developing a public relations plan provides an opportunity to explore your organization's core messages and ensure that your communications goals are in line with your business goals. I thought this cartoon was interesting:

Privately-Owned Web Hosting Company HostRocket.Com, Inc. Achieves Historical Milestone

2006-12-23T21:16:00.000-05:00

Privately-Owned Web Hosting Company HostRocket.Com, Inc. Achieves Historical Milestone

"Company Has Hosted More Than 100,000 Websites"
"Company Re-Launches www.HostRocket.com"

Clifton Park, New York, December 22, 2006 — HostRocket.Com, Inc., a privately-owned, multi-million dollar web hosting company based in New York’s Tech Valley, today announced that it has achieved a historical milestone. The company has hosted more than 100,000 websites on its servers since its inception in 1999.

Since it was founded, HostRocket.Com has a proven history of success. Without utilizing venture capital funds the company has seen continuous growth while remaining entirely debt-free. The company’s co-founder and CEO, Brendan Brader, attributes HostRocket’s accomplishments to its dedicated, customer-service-driven team, top-of-the-line network and superior equipment.

"Our continued dedication to world-class customer service provides us with the opportunity to lead the way in managed web hosting," said Brader. "We’re very pleased to have crossed this incredible mark and look forward to continuous growth and success thanks to our valued customers."

In conjunction with the milestone, the company recently re-launched the company website, www.HostRocket.com. The customer-oriented site gives an overview of products and services, and supports a variety of customer service options. The company offers Rocket Freedom web hosting services for as low as $4.95 per month, and Dedicated Hosting for as low as $99.95 per month, in addition to their web hosting reseller program, Rocket Orbit.

Brendan and fellow co-founder John Reyes, company CTO, started HostRocket.Com the summer after they graduated from high school and as students of the University at Albany. When they first launched, they took shift turns personally staffing customer support 24-hours per day. The company continues to provide 24/7/365 technical support.

HostRocket.Com founded partner company ViaTalk, LLC in 2005, which offers VoIP broadband phone service to business and residential customers. Because of their extensive experience in internet services, ViaTalk has quickly become a top national VoIP provider with customers in 2,200 markets in all 50 States.

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A Recent Mailing of Ours

2006-12-22T12:41:00.000-05:00

We recently mailed this postcard to push traffic to the website from targeted businesses and executives in New York's Tech Valley.

5 Reasons Why Companies Should Consider Outsourcing Public Relations

2006-12-22T12:33:00.000-05:00

"5 Reasons Why Companies Should Consider Outsourcing Public Relations" by Thomas A. Nardacci

Most public companies and large private companies have both an in-house public relations team as well as an outside public relations consultant. Medium sized companies, start-ups, and non-profits should seriously consider outsourcing their public relations. Here are 5 reasons to consider:

1) Cost – You can find a public relations practitioner that is the right fit and price for your organization. There are large firms, boutique shops, and sole practitioners with a wealth of knowledge and experience from varying price ranges. By utilizing outside counsel, you can find expertise while saving on the costs associated with having a fulltime employee. If a consultant doesn’t work out or doesn’t prove to be the right fit, it is easy to sever the relationship and move on.

2) Objectivity – Public relations practitioners should bring an objective point-of-view from their dealings with a variety of clients and circumstances. An expert can assess your needs and define a communications strategy that is in line with your organization’s needs and goals.

3) Creativity – There are a lot of businesses and people competing for the news media’s attention. An outside expert can help to find the right news hook or story angle to peak a journalist’s interest. If hard news isn’t available, there are a variety of stunts that aren't over-the-top and can be pulled off in a positive manner.

4) Credibility – Telling your organization’s story through the media is very effective because consumers view those stories with more credibility than advertisements and direct marketing. Public relations is effective on its own or as part of your overall communications mix.

5) Results – Your public relations consultant should be continually proving their worth with results.

Books Dealing With Public Relations

2006-12-20T10:48:00.000-05:00

I was recently asked by a colleague if there were any good books on public relations and communications. Good PR practitioners are made of a mix of street smarts and book smarts. While books are no substitute for experience, experience benefits greatly from the strategic thinking that comes with studying and understanding a variety of circumstances and situations.

While Barnes & Noble and Borders shelves are stuffed full with business books, I highly recommend the following books when it comes to public relations and business communications strategy.

• Corporate Communications by Paul Argenti
• Positioning by Al Ries and Jack Trout
• The Fall of Advertising and the Rise of PR by Al and Laura Ries
• The New Marketing Paradigm by Don Schultz
• Value Added Public Relations by Thomas Harris
• The Idea Virus by Seth Godin
• The Tipping Point by Malcolm Gladwell
• The 22 Immutable Laws of Branding by Al and Laura Ries

Gramercy Communications Named AOR for VoIP Provider ViaTalk

2006-12-01T15:17:00.000-05:00

Gramercy Communications Chosen to Direct Public Relations Efforts for VoIP Broadband Phone Service Provider Via Talk

ALBANY, NY -- (11/29/2006) -- Gramercy Communications LLC, an Albany-based communications consulting business has been named Agency of Record (AOR) for public relations services by ViaTalk. Gramercy Communications will oversee national and regional public relations.

Based in New York's Tech Valley, ViaTalk offers VoIP broadband phone service to business and residential customers. The company was launched in 2005 by Brendan Brader, CEO of HostRocket, a debt free multi million dollar corporation that has hosted over 70,000 websites. Brader was named one of Tech Valley's Top 10 most influential technology leaders by the Albany-Colonie Regional Chamber of Commerce. Because of his extensive experience in internet services, ViaTalk has quickly become a top national VoIP provider with customers in 2,200 markets in all 50 States.

"We are very pleased to be chosen by ViaTalk to direct their national public relations efforts," said Thomas Nardacci, principal of Gramercy Communications. "ViaTalk is a customer focused company on the cutting edge of the growing VoIP industry. I am excited to work with ViaTalk as they continue to grow their business in all 50 States."

Tom Nardacci earned a master's degree in strategic communications from Columbia University and a bachelor's degree in history from Syracuse University. Prior to launching Gramercy Communications in 2005, Nardacci directed public relations for the Alliance for Downtown New York, lower Manhattan's business improvement district. He previously directed communications and organizing for the 40,000 member retiree division of 1199 SEIU in New York and served as a senior aide to Assemblyman Ron Canestrari (106AD) and U.S. Congressman Mike McNulty (NY-21).

Nardacci serves as a member of the Board of Directors of the Boys & Girls Clubs of Albany and as a Director-at-Large of the Capital Region Chapter of the Public Relations Society of America (PRSA). He is also a member of the American Marketing Association (AMA), Albany-Colonie Regional Chamber of Commerce, and Rensselaer County Regional Chamber of Commerce.

NOTE TO EDITORS: A photo of Tom Nardacci, Principal of Gramercy Communications can be viewed/downloaded. at http://www.empirenewswire.com/release/pictures/nardacci.html

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2006 Election

2006-12-01T15:14:00.000-05:00

Albany, N.Y. (November 12, 2006): Gramercy Communications, a public relations and strategic marketing firm in Downtown Albany, was pleased to assist U.S. Congressman Mike McNulty (NY-21) in his successful re-election efforts coordinating media relations, direct mail, and other campaign activities.

Winners of Non-Partisan Get-Out-the-Vote Web Video Contest Announced

2006-11-11T00:00:00.000-05:00

Gramercy Communications Announces Winners of Non-Partisan Get-Out-the-Vote Web Video Contest

"Contest Aimed at Generation Y Voters Offers a Respite From Attack Ads"

ALBANY, NY -- (11/06/2006) -- Gramercy Communications has selected two Albany area college students as the winners of their GOTV Web Video Contest. Adam Mcdevitt, a senior history major at the University at Albany, and Andrew Bradt, a senior graphic design major at The Sage Colleges.

The two students will split a $700 first place prize, and three other entries will receive $100 for 'honorable mention.' Adam and Andrew collaborated on a non-partisan humorous animated video that highlighted several reasons why Gen Y voters should show up at the polls tomorrow. It is available for viewing on YouTube(tm) at: http://www.youtube.com/watch?v=EBKKdpRXJZM

Gramercy Communications, an Albany, N.Y. public relations and marketing consulting firm offered the $1000 in cash prizes to 18-25 year olds for the production of a non-partisan web video aimed at encouraging young people to vote.

"The Washington Post reported last week that $2 billion was spent this year on partisan advertisements," said Tom Nardacci, principal of Gramercy Communications. "These two students put together a quick witted and creative spot on short notice and I thank them for taking the time to participate. Imagine what they could have accomplished with a budget?"

Nardacci added that public national polling data suggests that young people are far from apathetic, particularly in terms of being aware of world affairs. "The rough and divisive nature of modern politics and the reflective mean spiritedness of political advertising, especially what we have seen this year, are far from inspiring," said Nardacci.

For his part, Nardacci said that in addition to putting up the $1,000 in cash, he had nearly 3,000 flyers distributed on college campuses in the Capital Region, sent and responded to over 100 e-mails, and reached out to various college groups.

When he was 23 years old, Nardacci announced he was a candidate for public office. That year he was elected Common Council President in his hometown, Rensselaer, N.Y. Two years later he lost a contentious race for Mayor by a narrow margin, and moved to New York City to attend graduate school at Columbia University. Tom began his career in Washington, D.C. on the staff of U.S. Congressman Mike McNulty (NY-21) and served as Director of Communications for New York Assemblyman Ron Canestrari (106 AD). He is a veteran of over a dozen federal, state, and local election campaigns.

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Gramercy Communications in Albany, NY

2006-10-18T18:16:00.000-04:00

FOR IMMEDIATE RELEASE

Albany, N.Y., October 17, 2006 – Gramercy Communications, LLC, a public relations and marketing company owned by Tom Nardacci, has opened an office in Downtown Albany, N.Y.

Their new office is located at 418 Broadway, 2nd Floor, Albany, NY 12207. The phone number remains the same (518) 459-2284, and the new fax number is (518) 449-2285.

The company website is www.GramercyCommunications.com.

Why PR people send bad pitches

2006-10-17T17:54:00.000-04:00

“Why PR people send bad pitches” by Thomas Nardacci

Bad pitches come in all forms, shapes, and sizes. The Bad Pitch Blog is full of them. They are not all from inexperienced PR people. They come from newbies and seasoned pros alike. I have come across a number of “PR people” who simply do not understand the media and are content with their way of doing PR. They like to be called ‘flak’ and they think they ‘spin’ news. They should take the time to partake in proper training, or go back to the career they came from.

On the other hand, I understand that it is simply a necessity sometimes to make a bad pitch. While I have never worked for a newspaper, I have pitched enough stories in a variety of industries and a variety of media markets to understand what makes news. Sometimes, PR practitioners find themselves in a position where they need to continually convince their boss, client or the budget officer, that PR should have a full time role in an organization. While I would push to be more creative to get the attention being called for, it may simply not be the PR person’s call. Hence, the press release that fully deserves the recycling bin.

Journalists are not lily white either and on occasion may write stories in a way that goes against some of the things they learned in J school.

$1000 in Prizes for Best Non-Partisan Get-Out-the-Vote Web Videos

2006-09-26T19:30:00.000-04:00

FOR IMMEDIATE RELEASE

Gramercy Communications Offers $1000 in Prizes for Best Non-Partisan Get-Out-the-Vote Web Videos

“Contest Aimed at Generation Y Voters”

ALBANY, NY, September 26, 2006 -- Gramercy Communications, an Albany, NY-based public relations and marketing consulting firm is offering $1000 in cash prizes to up to five 18-25 year olds for the production of a non-partisan web video aimed at encouraging young people to vote.

“According the U.S. Census Bureau, during the 2004 Presidential Election less than 42% of people between the ages of 18-23 actually voted,” said Gramercy Communications founder Tom Nardacci. “All expectations are that the number of young people who will vote in New York State this year will much, much lower.”

Nardacci said that the internet showcases the tremendous creative talent of young people today. “Young adults spend countless hours on Gaming sites, YouTube™, and websites like MySpace showing off their creativity. I’d like to tap into that energy and offer an outlet for young people to interact in a positive way with politics,” he added.

Public national polling data suggests that young people are far from apathetic, particularly in terms of being aware of world affairs. “The rough and divisive nature of modern politics and the reflective mean spiritedness of political advertising are far from inspiring,” said Nardacci. “Gen X’ers from my generation and those coming of voting age now in Gen Y, or echo boomers, don’t have John Kennedy or Ronald Reagan portraying a reason to believe,” Nardacci added.

When he was 23 years old, Nardacci announced he was a candidate for public office. That year he was elected Common Council President in his hometown, Rensselaer, N.Y. Two years later he lost a contentious race for Mayor by a narrow margin, and moved to New York City to attend graduate school at Columbia University. Tom began his career in Washington, D.C. on the staff of U.S. Congressman Mike McNulty (NY-21) and served as Director of Communications for New York Assemblyman Ron Canestrari (106 AD). He is a veteran of over a dozen federal, state, and local election campaigns.

A $500 first place prize will be accompanied by up to five $100 prizes for honorable mentions. The video should be under 30 seconds in length, be non-partisan and not mention any specific candidate or interest group, and have a generally positive tone. Creativity and humor that appeals to young people is encouraged. Questions about detailed submission guidelines should be directed via e-mail to GOTV@GramercyCommunications.com. The deadline for submissions is Friday, October 27, 2006.
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Letter to Editor in PRSA's 'Tactics'

2006-09-07T23:45:00.000-04:00

I was pleased to see that Tactics, the monthly newspaper of the Public Relations Society of America (PRSA), published my letter to the editor in the September issue.

The Viral Effects of Wikipedia and YouTube

2006-08-29T21:54:00.000-04:00

“The Viral Effects of Wikipedia and YouTube” by Thomas Nardacci

On Saturday August 26, 2006, the Times Union carried an Associated Press story by Jake Coyle about Stephen Colbert’s (Comedy Central’s “The Colbert Report”) use of the web for viral marketing. The article specifically pointed to Colbert’s encouragement of viewers to post information on Wikipedia and create videos for YouTube.

In the past year Wikipedia and YouTube have exploded. Just last month, over 2 million people flocked to YouTube to watch a home video of Britney Spears. Jon Stewart’s “The Daily Show” picked up on a YouTube clip where an unsuspecting Virginia Senator (and Republican presidential hopeful) George Allen was caught on tape calling a college volunteer from his opponent’s campaign the word “macaca.” The volunteer was of Indian descent. The video has been viewed over 220,000 times. It made its way from the internet to Comedy Central to discussion by political analysts and Wolf Blitzer on CNN (“Slip or Slur,” a 3 minute news clip that pointed out that the definition of macaca has racial overtones). The Washington Post later carried a story where Allen apologized. In general, most political campaigns and issue advocacy groups now post their web ads and TV ads on YouTube. When a Georgetown Law student caught a Comcast cable repair man on video napping on his couch during a service call, he took to the internet. That video has been viewed over 200,000 times and raised questions about the company’s service record. The story also ended up on MSNBC with Keith Olberman and in the New York Times.

These sites are user driven. Like blogs, they create tremendous opportunities to reach consumers directly and position an organization. As Stephen Colbert and his producers have repeatedly demonstrated, a little creativity can go a long way. But, more often, these sites are not used for proactive marketing, but rather take companies by surprise by portraying them in a negative light. Some Wikipedia listings have become factual battlegrounds with unscrupulous people altering listings with untrue information.

A single click of a mouse creates the opportunity to reach thousands, hundreds of thousands, even millions of people.

The 5 Things Every Entrepreneur Should Know About Communications

2006-07-28T11:12:00.000-04:00

Thank you to Tom Denham (www.CareersinTransitionLLC.com) and Rich Decker (Financial Consultant for Axa Advisors) for allowing me to make a presentation to the Albany-Colonie Chamber of Commerce Solo Entrepreneurs Council.

I spoke about "The 5 Things Every Entrepreneur Should Know About Communications."

While there are certainly more than five things to know, I thought these topics serve as a good foundation:

1. Understanding Public Relations
2. How Marketing and Advertising Has Evolved
3. Branding is a Way to Build a Long Lasting Relationship
4. Using Positioning to Make a Difference
5. Goal Setting, Planning, Tactics, and Measuring Success

2006-07-24T17:41:00.000-04:00

Gramercy Communications, LLC

Xbox 360 – “Jump Rope” Ad

2006-06-20T13:22:00.000-04:00

Xbox 360 – “Jump Rope” Ad

There are some things that all kids growing up in an urban environment share in common regardless whether it’s Brooklyn, NY or Troy, NY. Street games, and variations of them, like hide-and-go-seek, handball, freeze tag, kick-the-can, marbles, relay races, hop scotch, and jump rope.

Courtesy of AdForum’s Top 5 list, I received SF-based McCann Erickson’s “Jump Rope” ad for Xbox 360. Highly entertaining, delivering a message for anyone who knew it was time to head home when the “street lights came on.”

Guerilla Marketing is Personal and Interactive

2006-06-12T10:44:00.000-04:00

"Guerrilla Marketing Tactics – Publicizing a New Gum Flavor for a Well Known Brand" by Tom Nardacci

(I am omitting product names and exact location in deference to the marketing firm responsible for this effective effort.)

I spent Saturday night out with friends in a decent sized New England city not too far from Boston. We ended the night at popular downtown hotspot that attracts a mix of young professionals, tourists, and some older students.

An attractive woman, dressed for a night out, came up to me and asked me if I could help her get the wrapper off her gum. I noticed it was a new flavor of a well known brand in new packaging (which seemed like a knock on Altoids whose packaging is designed to be perfect for sharing.) After I obliged, she asked if I wanted to try a piece of gum, and I took some. Later in the night, I saw a street team of young guys and girls wearing T-Shirts with logos handing out the same gum outside various downtown venues. Because I am in the marketing profession, I spotted the effort. My friends, however, were oblivious that it was marketing at work. On Sunday, everyone had packs of this gum and will probably continue to chew it this week.

Guerilla marketing is very personal. In a one-on-one setting, I interacted with the product and new packaging in a pleasant way, was able to try the product, and later saw some excitement associated with the brand (street team activity).

Here is an example of the effects of guerilla marketing on word-of-mouth activity: Several years ago, I was on a New York 1 & 9 subway platform, and a woman came up to me and asked if I was wearing a certain cologne brand. I said “no,” and she said “ok” and walked away. I let the local train go by and waited for the express, but most of the platform changed over. I heard this same woman asking another guy “Excuse me, are you wearing _____ cologne?” I have told this story dozens of time, including to full audiences. I usually tell the name brand, so the affects of her one question is still paying dividends to that company.

Follow-up: Are Bloggers De Facto Spokespeople?

2006-05-31T15:36:00.000-04:00

In January, I posted that bloggers on company time are indeed de facto spokespeople because they are putting information into the public domain. Below is an article from the New York Times this week on the subject:

May 25, 2006
Interns? No Bloggers Need Apply
By ANNA BAHNEY - New York Times

ON the first day of his internship last year, Andrew McDonald created a Web site for himself. It never occurred to him that his bosses might not like his naming it after the company and writing in it about what went on in their office.

For Mr. McDonald, the Web log he created, "I'm a Comedy Central Intern," was merely a way to keep his friends apprised of his activities and to practice his humor writing. For Comedy Central, it was a corporate no-no — especially after it was mentioned on Gawker.com, the gossip Web site, attracting thousands of new readers.

"Not even a newborn puppy on a pink cloud is as cute as a secret work blog!" chirped Gawker, giddily providing the link to its audience.

But Comedy Central disagreed, asking him to change the name (He did, to "I'm an Intern in New York") and to stop revealing how its brand of comedic sausage is stuffed.

"They said they figured something like this would happen eventually because blogs had become so popular," said Mr. McDonald, now 23, who kept his internship. "It caught them off guard. They didn't really like that."

This is the time of year when thousands of interns and new employees pour into the workplace from college campuses, many bringing with them an innocence and nonchalance about workplace rules and corporate culture.

Most experienced employees know: Thou Shalt Not Blab About the Company's Internal Business. But the line between what is public and what is private is increasingly fuzzy for young people comfortable with broadcasting nearly every aspect of their lives on the Web, posting pictures of their grandmother at graduation next to one of them eating whipped cream off a woman's belly. For them, shifting from a like-minded audience of peers to an intergenerational, hierarchical workplace can be jarring.

Companies are beginning to recognize the schism and, prodded by their legal and public relations departments, are starting to adopt policies that address it.

"It is important that corporations make a choice as to what type of blogging they will allow," said Alfred C. Frawley III, director of the intellectual property practice group at the law firm Preti Flaherty in Portland, Me.

While there are differences in laws among jurisdictions, from a legal perspective, he said, it is generally accepted that companies have the right to impose controls on their employees' use of computers and other equipment used for communication.

As for content — information generated within a company — the law also allows employers to set limits, even on airing the company laundry outside the office, he said. Private employees do not receive the protection of the First Amendment because there is no government action involved, he said.

"If an employee deviates from the policy, it may be grounds for termination," Mr. Frawley said.

Viacom, the parent company of Comedy Central, now has an explicit policy. In a section on confidentiality, it states that the employee is "discouraged from publicly discussing work-related matters, whether constituting confidential information or not, outside of appropriate work channels, including online in chat rooms or 'blogs.' "

The problem for the employers is that, in a few highly publicized cases, public airing of workplace shenanigans has proved to be lucrative — and young people entering the workplace know it.

"The Devil Wears Prada," Lauren Weisberger's veiled account of her time working as an assistant to Anna Wintour, the Vogue editor, ushered in the modern "underling-tell-all" genre, abetted by other revenge-of-the-employee tales like "The Nanny Diaries," by Emma McLaughlin and Nicola Kraus. Both became best sellers that will be showing up on movie screens, with "Devil" opening next month.

Busted bloggers like Jessica Cutler (a former Capitol Hill intern whose blog, Washingtonienne, is now a novel), Nadine Haobsh (a former beauty editor whose blog Jolie in NYC earned her a two-book deal) and Jeremy Blachman (a lawyer whose blog Anonymous Lawyer is being released as "Anonymous Lawyer: A Novel" this summer) were all interns, entry-level employees and worker bees who traded up on in-the-trade secrets.

The generation entering the work world has noticed.

"Everybody I've read about that got fired for having a blog is on to such great things," said Kelly Kreth, 36, who was fired from her job as the marketing and public relations director at a real estate firm in Manhattan last fall for blogging about her co-workers.

"I've had my online diary for six years, and it is very important to me," Ms. Kreth said, calling the firing the best thing that happened to her. "It led to me opening my own business and making triple what I was making before."

Corporations have been slower to get the message.

"The vast majority of organizations don't have policies in place," said Jennifer Schramm, a workplace trends and forecasting manager at the Society for Human Resource Management in Washington.

The group found last year that only 8 percent of the 404 human resource professionals it polled had blogging policies, while 85 percent did not. (The other 7 percent did not know.)

Ms. Schramm said that is just as bad for the employee as for the employer. "Right now it is tough for individuals to know what is happening because so few organizations have a clear policy about employee blogging," she said.

Of course, as long as there have been managers and underlings, there have been disgruntled workers gabbing around the water cooler or over drinks at happy hour. E-mail and instant messages are merely a quicker way to say, "You wouldn't believe what a jerk my boss is."

Blogging takes the grumbling to another level, but one that makes sense when considering how much of it is going on out there. According to the Pew Internet and American Life Project, about 11 million people have created blogs at one time or another.

A blog and a job don't necessarily have to clash, some bloggers say.

Alexx Shannon's celebrity blog, www.britboyla.com, came up during his interviews for his internship at Paramount Pictures in Los Angeles this spring because he lists it on his résumé.

Mr. Shannon, 21, who is British and is spending a year at the University of California, Los Angeles, before finishing his studies at Kings College, London, said he signed an employee confidentiality agreement with both Paramount and Beacon Pictures, where he is now an intern. Beacon made clear that his blog, while about celebrities, would not include information he picked up at work.

"I suppose they did take kind of a risk," said Mr. Shannon, who confessed he sometimes had to sit on some truly juicy bits of celebrity gossip that he encountered at work.

Neither Paramount nor Beacon returned calls for comment.

"I just knew that I didn't want to jeopardize anything for my career," Mr. Shannon said. "My real life is more important to me than my online life." But other young employees don't see it that way.

Ms. Schramm of the human resources group said young people do not see their job as their identity. Dennis Kennedy, a lawyer and legal technology consultant with his own firm in St. Louis, said that attitude makes them more willing to take chances.

"It's like, 'This is who I am,' " he said. " 'Consequences are what they are. I'll go work for someone who doesn't have a problem with it.' "

But that's not as easy in fields with only a handful of jobs, as Jessa Jeffries Werner, a marine zoologist, found out.

This month, Ms. Werner, 25, who blogged under the name Jessaisms about jobs she held at Adventure Aquarium in Camden and the Academy of Natural Sciences in Philadelphia, was fired by the academy. Officials there also asked her to remove posts and pictures related to them from her site and her myspace.com page, and she did.

The confrontation was traumatic, Ms. Werner recounted, not always with perfect spelling or grammar, on another Web site: "I was still sobbing kind of quietly but I didn't want them to think that I was ashamed of what I had written. My parents read my blog. My old college friends keep up with my life through my blog. I took my badge off and looked at the mean HR lady who was smiling smuggly at me. She told me perhaps next time I would be more wise in my lifestyle and decision making choices regaurding work."

In an interview, she said she regretted crossing the line: "I came to the realization that I probably shouldn't have been blogging about work."

But it is the success stories that can embolden a determined blogger. Ms. Kreth was able to create her own public relations business out of the fallout. Because of his blog, Mr. Shannon was asked to be on a television pilot. For Mr. McDonald, the Comedy Central intern, it was the call of literary agents.

Now back in Kenosha, Wis., where he is finishing up his degree in English at the University of Wisconsin, Parkside, Mr. McDonald is hard at work on a book — a novel about a guy from Wisconsin who gets a job in New York.

ONE Campaign Ad

2006-05-03T13:32:00.000-04:00

ONE Campaign Ad

2006-05-03T13:29:00.000-04:00

Pro Bono Work - Boys & Girls Clubs of Albany "It Just Takes ONE" Campaign in Full Swing

2006-04-14T00:11:00.000-04:00

Below is an article that we helpded to secure for the Boys & Girls Clubs of Albany:

City's youth get a helping hand
Boys & Girls Club of Albany starts campaign to raise funds for program
By REBECCA WEIN, Special to the Times Union
First published: Wednesday, April 12, 2006

ALBANY -- Marc Frye used to play basketball at the Boys & Girls Club in Washington, D.C., and got his first job through the organization as a referee. Frye, now 27, is a successful business manager in the nation's capital.

Pat Fahy, a board member of the Boys & Girls Club of Albany, used to tutor Frye in Washington and saw how the club helped him grow. The two have kept in touch over the years. Fahy, who is also a past president of the Albany Board of Education, said her experience with the Boys & Girls Club showed her the value of an organization that "reached kids by providing necessary attachments and a safe haven."

Serving close to 2,000 young people each year, the Boys & Girls Club of Albany celebrates its 115th year in 2006 and the 50th anniversary at its Delaware Avenue location. In conjunction with National Boys & Girls Club Week, the local organization is launching the national "It Just Takes One" campaign locally.
"You approach people one by one and you change lives one by one because it takes one person to make a difference," said Fahy, explaining the concept.

She said disasters like Hurricane Katrina have taken some of the focus off local nonprofits' efforts, and she hopes this campaign will restore interest in supporting the club's causes.

Penny Holmes, executive director of the Albany club, acknowledged that budget cuts have taken a toll, but she hopes the "One" campaign will restore funds and start an endowment.

In addition to its Delaware Avenue headquarters, the Boys & Girls Club operates out of three public housing sites: Ezra Prentice on South Pearl Street; Creighton Storey on Third Avenue; and Ida Yarborough on North Pearl Street. Pre-kindergarten classrooms, after-school activities, homework assistance, tutoring and classes in gang prevention and the Smart Girls and Passport to Manhood programs are offered at all sites.

The club also sponsors a dinner program, serving more than 1,000 meals per week.
"There are waiting lists for almost all of our programs," Holmes said. The money raised through the "One" fund drive will go to the general fund and pay for more boys and girls to participate for free at Camp Thacher this summer. Close to 500 children attended last year.

This is the second year the club has used the "One" campaign. In 2005, it raised $32,011. The 2006 goal is $50,000. "We are focusing on reaching individual donors because in the past we have been almost entirely dependent on grants," Holmes said. "We are a vital component to the community," she said. "We have been here since 1891 and hope to continue to be a source for local youth. But we need help."

Press Release Distribution vs. Pitching

2006-04-11T00:43:00.000-04:00

“Press Release Distribution vs. Pitching” by Tom Nardacci

Good public relations plans position you or your organization as a source of information for the media. When a story breaks in your industry, or when a feature is being considered, the editor, producer, or journalist thinks of you.

In reality, organizations find their way into the news primarily through sending out news releases. Separate from content (newsworthiness of your release; providing a “hook” to attract interest to your story) and timing, you should develop an effective strategy to get your story placed. Understanding the difference between pitching and distribution is important.

The best approach to land a story is “pitching” to reporters, editors (print), or producers (television). Pitching involves your spokesperson directly connecting to the media outlet. I pitch on e-mail, by phone, or via fax with a note to a specific person. Directories like “Bacon’s” include notes on most reporters with a preferred method of contact (some reporters do not want any phone calls at all). Identify the key reporters and deliver a concise pitch. If you can’t reach someone, be persistent in a pleasant tone. If a reporter says “no” to a story, move on to the next reporter, but try them the next time you have a story.

Press release distribution is important because there isn’t enough time to reach every outlet one-on-one. Distribution should be broad, and you'd be surprised at the stories it could result in. I use distribution services such as Business Wire, Empire Newswire, and web-based PR Web. These services are money well spent when combined with your pitching efforts.

Over time, pitching and distribution of news releases will position your organization as a good source. Your media relations work – reliability, promptness, insightful interviewing – will solidify that distinction.

Boys & Girls Clubs of Albany - It Just Takes One Campaign

2006-03-28T16:16:00.000-05:00

Every child who comes to the Boys & Girls Clubs of Albany is unique. Each ONE has a different need. ONE may need an encouraging word to build confidence. ONE may need a healthy meal. It is the job and mission of the Club to direct these youth in a caring, positive way. They do this ONE child at a time.

I am asking for your assistance to help the Club meet the unique needs of all 2,500 young people they serve directly. The 2006 “IT JUST TAKES ONE” campaign is an opportunity for you to connect directly to the children of our community who need your help the most.

In addition to volunteering my time as a member of the Club’s Board of Directors, I have committed to secure donations of $25, $50 or $100 from my family, friends and colleagues.

“IT JUST TAKES ONE” moment of your time to make an online donation at the Club’s secure website: www.bgcalbany.com (click on "Make On-line Donation" in the left column)

Thank you,
Tom

Tom Nardacci
Board Member
Boys & Girls Clubs of Albany

* Your contribution is tax deductible

Nike Jordan Ad Reaches Its Target Audience

2006-03-14T11:19:00.000-05:00

“Nike Jordan Ad Reaches Its Target Audience” by Tom Nardacci

Nike recently launched a new ad that features high school and middle school basketball players making individual plays. As I watched, the highlight reel seemed very familiar, and I was certain that I had seen this before.

One great way for ads to reach a target audience is through “shared experiences.” These ads cut through the clutter (caused by the overload of communications in our life) by jogging our memory and connecting to us through our commonalities.

The end of the Nike commercial shows Michael Jordan leaning against a playground fence smiling. It then clicked for me. The moves were re-creations of Jordan’s most famous highlights – his “rock the cradle” dunk for his first slam dunk contest title; jumping in the air to celebrate beating the Cavaliers with a buzzer beater in the playoffs; taking off from the foul line to win another slam dunk contest; shrugging to NBC announcers because he simply couldn’t miss during another playoff game.

The ad speaks to the generation of sports fans that grew up watching Jordan, and the generation that saw these highlights dozens of times in other commercials, on newscasts, or in Jordan’s various biographical videos.

Hats off to Nike on another great ad, and for reaching out to a slightly older generation who have lost a step or two on the court.

CBS Has To Play It Again -- Jason McElwain

2006-02-25T23:30:00.000-05:00

The other night CBS featured the basketball story of Jason McElwain, a senior at Greece Athena High School near Rochester, N.Y. It initially caught my attention because former Syracuse University standout John Wallace went to high school there too.

The story CBS told was one of the most powerful that I've ever seen. McElwain is autistic and was the manager of the varsity basketball team. Because of his dedication and enthusiasm, the coach, Jim Johnson, let him suit up for the game. With four minutes left in the game, Johnson put him in. McElwain not only played, but connected on six three pointers and another basket to score 20 points! The packed high school gym grew in intensity with each basket and flooded the court when McElwain connected on a buzzer beater.

One of the best parts of the piece was McElwain's explanation. He said quite simply, "I was hotter than a pistol."

The story received so much follow-up attention that CBS ran it again a second time. The footage is inspiring, packed with emotion, and you have to see it in order to appreciate it.

The story, and its response, is a testament to the belief that people are truly interested in positive news too.

http://www.cbsnews.com/stories/2006/02/23/earlyshow/main1339324.shtml

Happy to “Spread the Fire” for PyroMarketing

2006-02-14T20:25:00.000-05:00

Greg Stielstra knows exactly how the book “A Purpose Driven Life” sold 28 million copies. He was the Marketing Director. Now he has a book, “PyroMarketing” that explains the four step strategy needed to create consumer evangelists that every marketer dreams of.

Visit www.PyroMarketing.com for more details.

Gillette Fails to Fuse Super Bowl Razor Pitch

2006-02-13T22:14:00.000-05:00

"Gillette Fails to Fuse Super Bowl Razor Pitch" by Tom Nardacci

One memorable Super Bowl pitch was Gillette’s new Fusion ™ Power razor. While the ad sticks out, Gillette could have better spent their money with old-fashioned product sample marketing.

Gillette’s atomic ads and newly launched product web page fall very short on details. Having a wealth of information available right away is critical in early stages of product introduction. Consumers who you are counting on to virally market the product (via conversation and web) need to be provided the information to be experts. I sort of remember the Super Bowl ad and I looked at the website, but I still haven’t figured out why five blades are better then three or four.

I began using the Gillette Sensor when I was sent samples during my freshman year in college. I upgraded several years ago to the Mach 3 after a friend recommended it to me (he actually said "it changed his life"), and have felt no need to go beyond the three blades. Or, I simply haven’t been convinced that there is something better out there.

To be fair, the purported $5 million Super Bowl pitch is just a piece of the $100 million estimated that Gillette will spend on the launch campaign. Perhaps there are samples on their way?

Activating Your Sponsorships

2006-01-31T13:15:00.000-05:00

“Activating Your Sponsorships” by Thomas Nardacci

Businesses and private not-for-profits spend an extraordinary amount of money each year on sponsorships. Sponsorships are a good way to give back and an excellent way to cast your organization in a positive light. They are also a good way to advertise to specific audiences.

There should be more behind your sponsorship effort than handing over the check and seeing your banner at an event or logo on a program. That should only be the start of your plan, and should be followed with an effort to activate the sponsorship. “Activation” is a buzz word that has been making headway in the past few years.

Your sponsorship needs to be planned and negotiated in advance so that you and the cause you are donating to can leverage other opportunities. Depending on the type of donation and cause, there may be opportunities for news stories. For events, you may have a product samples you want to distribute. Or, if it is a ticketed event, you may negotiate a certain number of tickets to be held for an internal effort to boost employee productivity or morale.

America’s largest companies have dramatically changed their approach to sponsorships, and smaller sponsors are now following suit. Proper planning and execution can make your sponsorship more strategic and more effective.

History is Complex and Marketers Should Do Their Homework

2006-01-27T15:26:00.000-05:00

History has always fascinated me. In one of my first lectures as an undergrad history major, a professor said to the class that "History is an argument based on fact." When you study history, many times you find that the stories you know, or the historical figures you know about, are usually much more complex.

For example, I recently finished "The Americanization of Benjamin Franklin," a Pulitzer Prize winner by Gordon Wood. I found out a great deal more about Franklin and his politics before, during, and after the Revolution. The insights about Franklin were new to me. But, I also know that there are other works out there, including Franklin's own autobiography, that paint a different picture.

The New York Times has an article that offers a great history lesson that marketers should pay attention to:

New York Times
January 27, 2006
What's in a Brand Name? Houston Just Found Out
By SIMON ROMERO

HOUSTON, Jan. 26 — What better way to honor the brash origins of this city, the owners of Houston's new professional soccer franchise reasoned, than to name their team "Houston 1836," a nod to the year when two entrepreneurial brothers from New York arrived here to build a city atop the swampy bayous of southeast Texas.

Many Latinos in Houston, though, greeted the unveiling of the team's name this week with a shudder. Eighteen thirty-six also happens to be the year that a group of English-speaking interlopers waged a war of secession that resulted in Mexico's loss of Texas, ushering in more than a century of violence and discrimination against Mexicans in the state.

In fact, the team's owner, the Anschutz Entertainment Group of Los Angeles, appears to have upset some of the very soccer-crazy fans they were hoping to lure, after basing its venture in part on the crowds of Spanish-speaking fútbol aficionados who regularly fill stadiums here to attend the matches of visiting clubs from Mexico. Marisabel Muñoz, a spokeswoman for Major League Soccer in New York, which is controlled in part by Anschutz, declined to comment.

"Clearly, not enough homework was put into this," said Paco Bendaña, a prominent Houston-based authority on marketing to Latinos. "Historically speaking, 1836 is not something we celebrate."

Oliver Luck, the president of Houston 1836, said the name was chosen over 15 other choices, including Americans, Apollos, Buffaloes, Bulls, Eagles, Generals, Lonestars, Mustangs, Stallions and two names in Spanish, Gatos (Cats) and Toros (Bulls.) Eighteen thirty-six, Mr. Luck said, was partly inspired by a European tradition of naming soccer clubs after the year of their creation, like Hannover 96, organized in Germany in 1896.

"We were aware of the possibility of the double entendre, but at the end of the day we believe 1836 is significant because it was the year of Houston's founding," Mr. Luck, a former chief executive of N.F.L. Europe and a former quarterback for the Houston Oilers football team, said in an interview. "We spent a lot of time on this internally. By no means was it intended as a slight."

Of course, no one in Houston disputes that a lot happened in Texas in 1836, including the settling of this city, the siege of the Alamo and the battle of San Jacinto, in which troops led by Sam Houston defeated Gen. Antonio López de Santa Anna's army, the concluding military event in Texas's attempt to secede from Mexico.

(The San Jacinto Memorial Monument on the outskirts of Houston stands 570 feet tall, 15 feet higher than the Washington Monument; a frieze at the base of the monument's shaft describes events in the Anglo-American colonization of Texas.)

The announcement of the name on Wednesday quickly elicited strong reactions among Latino soccer followers. Carlos Puig, the editor of Rumbo de Houston, one of the city's Spanish-language daily newspapers, said his e-mail inbox filled with messages from readers "going crazy with the name."

Rumbo lambasted the name on its front page on Thursday, describing the choice as an "own goal," a soccer term for the occasion when a player inadvertently kicks the ball into his own goal, scoring a point for the opposing team. Rumbo also questioned whether the name would attract fans among Latinos, who account for more than 40 percent of Houston's population.

One of the reasons Houston landed a Major League Soccer franchise, with Anschutz relocating the Earthquakes from San Jose, Calif., and renaming them Houston 1836, was the impressive crowds at soccer matches here in recent months. A match between Mexico and Bulgaria drew more than 35,000 fans last November, and games in Houston featuring Mexican clubs in 2004 and 2005 drew some of the largest crowds in the InterLiga tournament's history.

Some in Houston were quick to defend the team's name, including one participant in a soccer blog carried on the Web site of The Houston Chronicle who identified himself as Mexican-American and told critics of the name to "give me a break and stop being so politically correct."

Mr. Luck, the president of Houston 1836, said the name was the top choice among respondents in an online questionnaire about potential names, and that the Anschutz Entertainment Group, which is controlled by the billionaire financier Philip Anschutz, had conducted its own polling and development of the brand. He said he hoped to win over skeptics with explanations of the origins of Houston and the state of Texas.

"We had Mexican heroes on our side, something not a lot of people are aware of," said Mr. Luck, who added that the first book he read upon moving to Houston in the 1980's was T. R. Fehrenbach's "Lone Star: A History of Texas and the Texans." "The truth in history is often complex."

Complexity might be a fair description of the emotional associations some have with the name 1836. Tatcho Mindiola, director of the Center for Mexican-American Studies at the University of Houston, said he saw irony in the choice of a name that could be gung-ho for Anglos while insulting to Latinos.

"It's unfortunate because sport is an integrating mechanism in society, and unintentionally or not this is a blunder," Mr. Mindiola said. "Do they think we're going to wear a T-shirt with the year 1836 on it?"

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In addition to the Wood book on Franklin, I highly recommend "Bury My Heart At Wounded Knee" by Dee Brown.

Gramercy Communications Mentioned In National PR Outlet

2006-01-22T21:15:00.000-05:00

Thanks to Bulldog Reporter, a national public relations industry outlet, for recently mentioning the launch of Gramercy Communications, LLC:

Bulldog Reporter, 1/21/06
New Public Affairs/Public Relations Firm Opens in Albany, N.Y.

Tom Nardacci, recently launched Gramercy Communications, LLC, an Albany, N.Y. firm that specializes in public relations and public affairs for businesses and non-profits in the state capital and New York City.

Nardacci previously directed public relations for the Alliance for Downtown New York, Lower Manhattan’s business improvement district and formerly served as a senior staffer in the New York State Assembly and the U.S. House of Representatives.

iTunes and the Tipping Point

2006-01-20T14:56:00.000-05:00

The first people that I knew who had a first generation iPod were two guys in the IT field. I have to admit, at first glance I didn't know what it did or what it was for. They showed me how it worked and they also explained what it would mean for the industry and what it would probably do for Apple's stock. Not only do I own an iPod, but I have bought over 300 songs in the past few years.

Malcolm Gladwell's famous book "The Tipping Point" explains this type of social phenomenon. I bought my iPod, which also led to downloading 300 songs, because of this interaction, and so did hundreds of thousands of other consumers. If you haven't read it, I highly recommend it no matter what your area of expertise.

Below is an article that appeared in Mediaweek about the growth of the iPod and iTunes since its inception.

"iTunes Soars 241% to 20 Mil. U.S. HHDs"
by Mike Shields, Mediaweek
January 19, 2006

More than 20 million households have downloaded Apple's iTunes music store, representing close to 14 percent of the total U.S. Internet population, according to new figures released by Nielsen//NetRatings.

The number of iTunes users soared in 2005 by 241 percent, going from 6.1 million unique users in December 2004 to 20.7 million in December 2005.

As for demographics, the iTunes audience has a high composition of teens: 12- to 17-year-olds are almost twice as likely to visit the store, according to Nielsen//NetRatings.

Of course, in the past several months, following the launch of Apple's video iPod, the iTunes store has become an important outlet not only for music but for traditional broadcast TV networks. Both ABC and NBC have begun selling episodes of their hit series through the store for $1.99 per episode.

Martha Stewart to Launch New Lifestyle Magazine

2006-01-12T09:32:00.000-05:00

There's an old saying, "It's not whether you get knocked down, but whether you get back up that matters." I previously blogged about Martha Stewart's crisis communications and comeback and this latest announcement is very relevant to that post:

Stewart to Launch New Lifestyle Magazine
By ANNE D'INNOCENZIO, AP Business Writer

NEW YORK - Martha Stewart Living Omnimedia Inc., which said last September that it was studying whether to launch a lifestyle magazine aimed at that audience, confirmed plans Thursday for a two-issue test that will debut this spring. The magazine, titled "Blueprint: Design Your Life," aims to teach and inspire women on how to decorate, dress, entertain and organize their lives. The target audience is women aged 25 to 45.

The first issue, priced at $3, will be available on newsstands in May with an initial pledged circulation base of 250,000. A second issue is slated for August 2006. The company anticipates publishing six issues of Blueprint in 2007.

Atlanta's Image Makeover Not a Hit to All

2006-01-10T13:33:00.000-05:00

A few months back, I posted an Ad Age opinion piece by Al Ries about Atlanta's new brand pitch. This article is from today's Atlanta Journal-Constitution.

Atlanta's image makeover not a hit to all

By LEON STAFFORD
The Atlanta Journal-Constitution
Published on: 01/10/06

Atlanta's 4-month-old effort to brand itself is getting mixed reviews from the city's marketing community.

Many of Atlanta's top advertising and public relations executives say the campaign — which includes a new logo, city anthem, advertising and tagline — has some strengths but could use tweaking.

They give Brand Atlanta, the city's new public-private marketing arm that created the work, high marks for initiative, getting the community involved and the moxie to try to sell a song they say could never have pleased everyone.

But Atlanta loses points for a tagline they say is ambiguous, advertising that has a limited reach, and timing the campaign's release so close to the opening of the Georgia Aquarium, Atlantic Station and the expansion of the High Museum of Art. In all that buzz, some say, much of the message was lost.

Joe Hair, a marketing professor at Kennesaw State University's Coles College of Business, said Brand Atlanta's October launch was too close to the holidays and the city's new attractions.

"The ATL branding campaign message has been competing with many other products and services, and in the past two months in particular, the competition for people's attention has been distracted by the huge amounts spent on the holiday season promotions," he said. "Frankly, people have had too many other things to think about other than the new ATL campaign."

Atlanta's marketing community will learn more about Brand Atlanta's strategy today when two of its leaders, Vicki Escarra and Hala Moddelmog, stop by the American Marketing Association's monthly luncheon at Villa Christina.

'We want to be hip'

Brand Atlanta was armed with about $4.5 million in public and private funding and nearly an additional $4 million in donated services from everyone from local media companies to Hollywood stars. It launched the campaign with the unveiling of the city logo.

The group later released the anthem, "The ATL," penned by Atlanta-based super producer Dallas Austin, at a Monday Night Football game at the Georgia Dome.

That was followed by the tagline, "Every day is an opening day," and advertising with the voices of Conyers native Holly Hunter and Samuel L. Jackson, a graduate of Morehouse College.

Kathy Bremer, partner and managing director of the Atlanta office of Porter Novelli, an international public relations firm, said the campaign reflects the vibrancy of the city.

"We want to be hip, and we want a campaign that stirs things up," said Bremer, whose office was one of several in Atlanta that applied to do the public relations work for the campaign. That job eventually went to the Atlanta office of Ogilvy Public Relations WorldWide.

"I look at it as, 'Is the glass half full or half empty?' " Bremer said. "I think it's half full. There was more that hit the mark than not."

Amy Hoover, executive vice president of Atlanta-based marketing recruiter Talent Zoo, called the campaign "a decent effort to get started, but I think there is more they can do.

"Everyone I've spoken with thinks the campaign fell short of the mark," said Hoover, acknowledging that this is a very early assessment. "When you look at better work in that category, it really is subpar."

The executives say they are eager to see something that demonstrates to the outside world what really separates Atlanta from its competitors. "Every day is an opening day" only works if it indicates why this distinguishes Georgia's capital from all the daily "openings" that happen in cities across the nation.

"It's missing the emotional essence that many Atlantans can get behind," like Las Vegas' "What happens here, stays here" tagline, Hoover said. "If that campaign is a 10, then I'd call ours a four or a five."

Tony Accurso, general manager of JWT Atlanta, a public relations concern that also bid to represent Brand Atlanta, said he likes what he sees. He just wants to see more of it. Brand Atlanta needs to get its message in front of people more, whether it be by displaying the logo on more Atlanta-centric Web sites or renting billboard space beyond the center of the city.

"The campaign doesn't come to me," he said. "It seems I have to go to it."

A mix of response

Response to the campaign nationally has been wildly divergent. The New York Times focused on the confusion some felt about the tagline and the difficulty in branding a city. The Columbus Ledger-Enquirer used Atlanta's new tagline to razz the city about its traffic woes and long waits at Hartsfield-Jackson International Airport. And the Times Picayune of New Orleans said the city's branding challenge reflects one of its biggest problems: "Usually culture binds people together, but Atlanta has no real culture of its own."

John Padgett, media director for Atlanta-based advertising firm Hauser Group, said everyone needs to cut Brand Atlanta some slack. The group has done the near impossible for any city — brought together civic, public and private groups for a common goal. Having worked in all of those areas, he said, Atlanta should be admired for what it has accomplished.

"I understand what it takes to gain consensus, and that is the most impressive thing that I have seen so far," he said.

Padgett said he followed the development of the campaign up to the release of the anthem, when a maelstrom of negative press and reviews turned him off. The media, he said, seized on criticism of the music and made that the story instead of looking at the campaign as a whole.

Indeed, many of the local and national stories done since the campaign's launch have focused on fallout over the song.

Former U.S. Rep. Bob Barr's comment in an Atlanta Journal-Constitution editorial column that the song was "unintelligible moaning" was picked up by newspapers far and wide. Local Fox TV host Dick Williams also received mileage nationally when — responding to the song's refrain "get 'em up, get 'em up, get 'em up" — said, "Not a good line for a city with a high crime rate."

Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University in Evanston, Ill., said he was not surprised that the song garnered strong reactions.

"I could understand how the song can be polarizing," he said. "But brands can be polarizing because they have to be about something and be distinct. You can't please everyone."

Lessons from Sago, WV Mine Tragedy

2006-01-09T15:09:00.000-05:00

I found this article, from "Editor & Publisher" to be thought-provoking and relevant to journalists, public relations practitioners, and business executives:

Mine Rescue Lesson: Just Say 'Don't Know'
By David D. Perlmutter

(January 05, 2006) -- In the wake of the Sago mine tragedy, perhaps a new category of Pulitzer Prize should be created to honor the journalists or news managers who caution that a story is not ready for prime time or publication. Unfortunately, the winning reporter or editor would likely soon be out of a job at a big time network or newsroom.

"Journalism," claimed former Washington Post publisher Philip Graham, "is the first draft of history." But when I set my students, as an exercise, to factually verify initial media reports of major news events they are shocked. From the Tiananmen uprisings and government crackdown to the flooding of New Orleans, they find the same sad tale. The first draft is full of errors.

The need to reevaluate how journalism produces and delivers a first draft of news is made even more imperative by the twin disasters of Sago, West Virginia. First, there was the explosion in the coal mine, which apparently led to the eventual death of at least a dozen trapped miners. The second calamity was the false story that most of the miners had survived and were being rescued.

In perspective, the media did not create the rumor that the miners were safe. Miscommunication, misheard phone exchanges, and optimistic gossip probably lay at the root of the bad information. Officials, too, were at fault for not immediately clarifying what they knew and what they did not. But the fact is, most Americans, including probably people who knew the miners, believed the three hours of saturation news reports on television and the Internet that the miners were "rescued."

Did any news producer or editor decide not to run the "safe!" story,
arguing, "Whoa, no one has confirmed this. Let's not run the rescue angle until we get 100 percent confirmation. Until then, let's just say we don't know."

Modern newscraft, addicted to technology, worships the god of speed. Laptops, satellites, and cell phones make live-from-ground-zero reporting alluring. But the problems instantaneousness creates can not be ignored.

The rise of 24-hour news demands that every minute of the long news day be filled with sensational items. I am old enough to remember taking alarm when an anchorman would cut into regular programming, to the accompaniment of a thumping Telex rhythm, intoning soberly: "This just in: Breaking news." Now, it sometimes seems, on CNN and Fox News the anchors and the streamer graphics announce significant "breaking news" two or three times between every commercial break. As a result, we have lost all perspective about what is an important story and, more vital, what is most important about a news story: getting the facts right.

My colleague Andrea Miller, who specializes in studying breaking news, and I have found the public to be turned off by the clutter of too much breaking news and the sensationalism attached to mundane stories. They also resent the barrage of stories that may be visually interesting but hardly constitute important news, like, say, the ubiquitous California highway police chase. In one study of people's reaction to hypothetical breaking news stories, we found that people were largely uninterested in which news organization was first with the report. Yes, there were exceptions: derailed tanker spilling deadly chemicals; tsunami headed for one's city.

But for almost every other type of news report, people had two demands. The first was accuracy -- that they were being told the truth, and if not the whole truth at least nothing but the truth. Second, people wanted relevance, knowing that the hyped-up news item was objectively of importance in their lives, not just eye candy.

The twin tragedies of Sago, West Virginia suggest that the god of speed must be thrown down and that accuracy and relevance should become the preeminent standards of serious journalism. In an era when many newsworkers are wondering about their future, giving the public information they trust, respect and need is both good journalism and good business.

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David D. Perlmutter (letters@editorandpublisher.com) is an associate professor of Mass Communication at Louisiana State University and a senior fellow at the Reilly Center for Media & Public Affairs. He is the author of "Policing the Media" (Sage, 2000) and editor of the policybyblog website.

Are Bloggers De Facto Company Spokespeople?

2006-01-05T14:00:00.000-05:00

"Are Bloggers De Facto Company Spokespeople?" by Tom Nardacci

When employees blog from work they are putting their views in the public domain on company time. Their IP addresses are traceable to company computers. Their seemingly anonymous posting now becomes a statement from inside the company.

Organizations should update their human resource manuals to include sections related to blogs and chatrooms on company time. In times of crisis or scrutiny, well-intentioned and loyal employees may make matters worse. Your public relations plan should clearly spell out who company spokespeople are.

Companies should post to relevant blogs with the same protocols that you would speak to a media outlet. Your public relations counselor should be involved.

Albany Boys & Girls Club

2006-01-04T20:22:00.000-05:00

Boys & Girls Club officers are elected
Times Union, Wednesday, December 28, 2005
Carla Bensi

ALBANY -- The Boys & Girls Club of Albany has elected new officers and members for their board of directors.

Mary Ann Kentoffio of Kent Associates is president, John Henry of Whiteman Osterman & Hanna is vice president, Brent Farrell of M&T Bank is treasurer and Nancy Peters of Nancy Peters & Associates is secretary.

"I am honored to be the new board president. The club is the only organization in our community that offers quality youth development programs, nearly free of charge, annually to over 6,000 youth who need them most. I am looking forward to working with the board and helping the club meet the challenges ahead," said Kentoffio.

Nominations for two-year term members were approved for Adam Davidoff of Brown and Brown Insurance; Scott Klenk of CDPHP; Thomas Nardacci of Gramercy Communications and Vicki Valenti of Citizen's Bank.

Erie Canal - "Charting a brighter future"

2006-01-04T18:48:00.000-05:00

It's nice to see that the Erie Canal has been making its way into the news. I wrote my Columbia University thesis on Erie Canal tourism and was very happy to be included in this article, which appeared in Albany's Times Union newspaper last June. During my semester long research I travelled every length of the Canal and interviewed over one hundred Canal users and non-users.

"Charting a brighter future"
Times Union 6/3/05
Kate Gurnett, Staff writer

Spots like this make revitalization seem "little short of madness," as Thomas Jefferson called the original "Clinton's Ditch." Broad stretches of upstate New York have seen the Erie Canal's hallmarks -- cargo, commerce and ideas -- succumb to poverty, parochialism and population decline.

Last week, Gov. George Pataki announced the latest in a string of initiatives to revive the 524-mile canal corridor. He would create a natural greenway, linked to corresponding tracts in the Hudson and Niagara river valleys. It will draw bicyclists, boaters and nature enthusiasts while boosting local tourism, he says.

His plans dovetail with a report due this month from the Erie Canalway National Corridor Commission that recommends historic preservation, heritage tourism and recreation to pep up 234 corridor communities linking the Hudson River to Lake Erie and two Finger Lakes.

If it works, the corridor -- home to 80 percent of upstaters -- could become a destination like New England, with festivals, marinas, cycling tours, winter sports, national museums and valuable real estate. Such a place would draw European and American tourists to a new "off the beaten path" vacation spot.

With a major image change, experts say. Yes, the Erie Canal has great name recognition. But many people think it disappeared with a mule named Sal. Few realize its recreational potential, says Thomas Nardacci, a Rensselaer native who wrote his Columbia University master's thesis on Erie Canal tourism.

"When you think Vermont, you think cows, barns, ice cream, scenery, and skiing. They market that message all around the country and world. New York can portray that same image with the Erie Canal: canal towns, biking, hiking, canoeing and picnics," he said.

"It's a fabulous story," said Eric Mower, who chairs the Erie Canalway National Heritage Corridor Commission. "The Erie Canal was built by people from all over the world, by immigrants, laborers, engineers from other countries ... It's part of our (state) identity, like Broadway, like the Finger Lakes, like Niagara Falls."

Still, despite 20 years of individual efforts to tout the canal, the revival is slow.

"It's one baby step at a time," said Jeff Swain, chairman of Parks & Trails New York, an Albany advocacy group that has organized a cross-state Erie Canal bike tour since 1999. The group's new guidebook, "Cycling the Erie Canal," unexpectedly sold 1,500 copies in its first year of publication.

The canal's off-road trails, scenic villages and historic sites can make it an international bicycle touring destination, said PTNY Executive Director Robin Dropkin. Bicycle owners outnumber boat owners 10-to-1 in the United States, she said. Cycling visitors spend $100 to $300 per day.

Water interest also is strong, said Lee Poinan, who owns the Colonial Belle tour boat in Fairport. "I can't tell you how many (Web site) hits we get from Europe, South America, Canada."

Some canal fans were skeptical. Government officials have talked of converting the waterway for two decades.

"I think you're gonna end up with some signage and some fluff but not a real powerful plan to promote this," Oswego County contractor Tony Pauldine told planners at a public meeting last year.

Actually, just signs would be good, some merchants say. Tourists seeking boat tours at Lockport Locks and Erie Canal Cruises in Niagara County often get lost on the way from Niagara Falls.

"Signage is the biggest problem we got," owner Mike Murphy said.

In the 19th century, canal revenues were so strong they kept New York afloat when other states defaulted. Today, the New York State Canal Corp. operates in the red. Last year's operating and capital costs were $58 million. Revenues from boat tolls were $2 million. It survives as a subsidiary of the state Thruway Authority.

A single facade improvement in one town costs $35,000, said Assemblyman Paul Tonko, D-Amsterdam. Currently, 24 Mohawk Valley Heritage Corridor communities are seeking up to $9 million in state funds.

It mounts quickly. "But without an investment to enhance the significance of place, the heritage," upstate just won't be quaint or historic, Tonko said. "It is a huge economic development tool. It's place esteem."

Since 2000, New York has funneled $260 million in federal Community Development Block grants to hundreds of upstate communities, said Glen King, director of the Governor's Office for Small Cities. The cash has helped Ilion open a new restaurant, given Little Falls a face-lift, and is rehabilitating two city blocks in Geneva at the northern end of Seneca Lake.

"It's always amazed me how many communities in New York state turned their back to their waterfront," King said. "Today, we want that back."

Add tax incentives and shared infrastructure costs and private investment should follow, the federal commission report states.

Mower, a Syracuse-based advertising mogul, hopes to tap corporate donors for a $3 million interpretive center on Pier A in Manhattan, an upstate traveling museum and a feature documentary, among other improvements. As investments pour in, so will visitors, he says.

The greatest measure of success, says King, is when private investment starts taking over.

Ultimately, what upstate needs is "an intangible," said Andrew Cuomo, who spearheaded a canal revitalization program in 1997. That is hope.

"Because a region that doesn't believe it has a future, people start to move out, the energy is negative. That becomes a self-fulfilling prophecy ... There's something to a region believing that it has a future."

If that happens, the slogan adopted by the canal commission in its report -- Changing Our Lives for the Better -- might again become a reality.

Podcasting for Beginners

2006-01-03T10:08:00.000-05:00

I received some interesting feedback about the podcast post, and wanted to point you to a site where you can download and listen to a variety of professional, quality podcasts.

"BusinessWeek" has a very extensive podcast library, which includes news and features on a wide range of topics. It is the perfect place to start to sample podcasting.

The link is: http://www.businessweek.com/search/podcasting.htm

What is podcasting and can it help your business?

2005-12-28T11:29:00.000-05:00

"What is podcasting and can it help your business?" by Tom Nardacci

The word “podcasting” is a portmanteau combining the word “iPod” and “broadcasting.” What you should first know is that you do not need an iPod to listen, and the technology to broadcast audio or video on the internet was not solely developed by Apple.

Podcasting is basically an audio blog. You can upload audio or video to a website (your website, blog, or sites like iTunes Music Store) and new syndication technologies, primarily RSS (Rich Site Summary), allow people to download your podcast. Recent advances can make podcasts searchable and allow users to subscribe so that they can automatically download podcasts in which they are interested.

Podcasting has exploded onto the communications scene and appears to be poised for continued growth. Google has reported over 100 million hits on the search word “podcasts” and companies like Apple and Sony have launched new products that allow downloads of video podcasts too. "Podcasting" is the 2005 New Oxford American Dictionary Word of the Year.

Similar to blogs, podcasts are an unfiltered medium where your message can be transmitted directly to your target audience. The challenge is connecting them to you and developing a loyal following.

Podcasts are communications tools like marketing collateral, 800 numbers, advertising, and websites, and should be developed with the same seriousness as all of your other communications.

Market Research on a Dime

2005-12-28T10:23:00.000-05:00

"Market Research on a Dime" by Tom Nardacci

Knowing how your customer or target audience perceives your business is the best way to tell if your message is coming across as you want it. The best way to find out is to ask, and there may be some simple ways to accomplish this.

Qualitative research like focus groups and in-depth interviews are excellent ways to probe complex issues and can help ensure that your later quantitative methods, like surveys, are fine-tuned and are asking the right questions.

While there is no substitute for professional researchers, sometimes you may not be able to afford them. You can survey customers, members, and staff easily by using online technology like Zoomerang (www.zoomerang.com) or Survey Monkey (www.surveymonkey.com).

Growing up, my grandparents owned a corner grocery store. When my grandfather ordered a new type of ice cream or candy he would call certain kids (like my sister) into the store to test them out and tell him what their opinion was. He asked kids who he thought would give an honest assessment. Not a very complicated method, but highly effective feedback.

Market research is too important to let costs stop you from doing it. In many instances you may not need the most complicated algorithm to find out what your customer thinks.

A Recent Mailing of Ours

2005-12-21T18:14:00.000-05:00

We recently mailed something similar to this as a postcard to push traffic to the website from targeted businesses and executives.

Hospital Reputations and Patient Choice

2005-12-21T17:54:00.000-05:00

J.D. Power and Associates Reports: Reputation Plays a Vital Role in Influencing a Patient’s Choice of Hospital

Patients Are Highly Satisfied with Efforts by Hospitals to Treat Patients with Dignity and Respect

WESTLAKE VILLAGE, Calif.: 19 December 2005 — Patient perceptions of a hospital’s reputation plays an important role in hospital selection, according to the J.D. Power and Associates 2005 National Hospital Service Performance StudySM released today.

The full press release is located here: http://www.jdpower.com/news/releases/pressrelease.asp?ID=2005259

Public Relations Makeover -- Martha Stewart Style

2005-12-21T16:48:00.000-05:00

"Public Relations Makeover -- Martha Stewart Style" by Tom Nardacci

Martha Stewart offered one of the best chances to armchair quarterback a public relations crisis in quite awhile. Whether you liked her recent version of Donald’s hit reality show or not, you have to admit that her comeback has been impressive.

When charges of insider trading were making headway, Martha Stewart’s stock was dropping, both figuratively and in the building on the corner of Broad and Wall in lower Manhattan. Shares of MSO, a company with virtually no debt and several hundred million in annual revenue, dropped below $8 per share.

There were quite a few things that she did outside the courtroom that paved her comeback. She kept the lines of communications open with her loyal following and her detractors. She immediately posted an internet blog that told her side of the story. She allowed herself to be photographed and always made sure that she always came across as “Martha” always had. There was never a “perp walk” and she was always ready for the lens-men. She worked to make sure that contracts with suppliers like K-Mart remained in place and promoted those successful agreements. While she relinquished the CEO job at MSO she stayed on the payroll and pushed an optimistic message about her return to television and resuming her life after the trial and punishment. She made new television deals. Shares of MSO shot to $37 per share (Today, MSO is trading at $18). When she got out of prison and finished her house arrest she did exactly what Martha is known for, she was back on television making gingerbread men, carving pumpkins, and selling books with wedding cake ideas.

While “The Apprentice: Martha” may not have worked out, her turnaround has been really interesting to watch.

Not a “Flack” -- Don’t “Spin”

2005-12-20T18:19:00.000-05:00

Not a “Flack” -- Don’t “Spin” by Tom Nardacci

The new edition of Newsweek (12/26/05-1/2/06) has an article by Evan Thomas (“What the Hell is Going On?”) about U.S. Department of Homeland Security chief Michael Chertoff’s and Congress’ efforts to understand what happened in the aftermath of Hurricane Katrina. Recent revelations include many e-mail exchanges between ousted FEMA director Michael Brown and his subordinates, including his press secretary.

The e-mails, which include exchanges about Brown’s attire and demands for longer meal times, have also been featured on television and in print outlets across the country. The exchanges between Brown and his press secretary are sad and leave a real empty, heartless feeling about the role of a media advisor. It makes people wonder if this is how all officials and their advisors think.

Real public relations professionals are not “flacks” (short for flack jacket) and we do not “spin.” We despise the terms. Those who embrace the terminology usually just don’t know any better, and are most often usually kids in their first real job of influence.

Public relations practitioners have a responsibility to their clients, and also to the profession and the public as a whole. There are codes of ethics established by organizations like the Public Relations Society of America (PRSA), and there are other unwritten rules of conduct that should guide public relations decisions.

When dealing with the media, and the public, your credibility is your biggest asset. Once that is lost, there may never be an opportunity to regain that trust.

The ever-increasing relevance of Blogs

2005-12-19T14:42:00.000-05:00

"The ever-increasing relevance of Blogs" by Thomas Nardacci

New York Times advertising columnist Stuart Elliott reported last week (12/12/05) that MSNBC is launching a $1 million internet advertising blitz, its largest online effort ever. Their goal? To see if they can drive traffic from the ‘net to television for three shows: Keith Olbermann, Rita Cosby and Joe Scarborough.

In addition to pixel space buys on newsweek.com, slate.com and washingtonpost.com, and keyword search buys on Google.com, the campaign includes ads on 800 blogs.

What MSNBC is doing nationally and in New York City has direct relevance to business owners and organization executives locally. Your communications team should be familiar with local blogs and with blogs relevant to your industry. Posting articles and information on blogs can go a long way in spreading your message. And, inexpensive, targeted advertising opportunities exist.

The influence of blogs should be understood and integrated into your communications plan. (Local developers, for example, may want to consider adding themselves as commentators to community blogs, posting updates and responding to questions; Local realtors could easily create a blog that provides advice, announces lease agreements, etc). In addition to reaching targeted consumers, blogs are playing an increasingly important role for research. Many journalists are now reading blogs to help them understand differing viewpoints. If your message isn't out there, you may find yourself on the opposite side of a lopsided story.

Stuart also pointed out that Budget Rent A Car bought ads last month on 177 blogs, and Audi bought ads this summer on 286 blogs. The trend is alive and growing. The return-on-investment for MSNBC’s $1 million remains to be seen, but obviously the commitment is tremendous.

Understanding Positioning

2005-12-15T20:45:00.000-05:00

This is a great opinion piece (Ad Age, 3/14/05) that I clipped earlier this year about "Positioning." Positioning takes well established marketing concepts -- like the 4 P's (product, price, place,and promotion) -- to a next level in today's cluttered world. Trout co-authored "Positioning: The Battle for Your Mind," with Al Ries. I highly recommend it.

Crisis Communications Planning

2005-12-15T11:30:00.000-05:00

"Handling a Media Crisis" by Thomas Nardacci

Businesses and organizations that are well-prepared for a crisis have most likely already been through one. When the crisis was over they remembered what went well and what failed. They remember the counseling they got at that time from their managers, lawyers, or board members. They remember customer feedback, sales dips, and follow-up complaints.

Far too often, businesses and organizations are not prepared for a communications crisis because they cannot foresee a situation that could put them in the middle of a crisis that would bring focused media attention. They cannot see the accident, employee wrongdoing or mistake that could put them in focus and under tremendous scrutiny. They're not prepared to be under the microsope.

There is no one strategy, plan or checklist that answers every crisis situation, but there are some general tactical steps that businesses and organizations should plan well in advance.

• Who are your spokespeople? Are they credible? Viewed as honest? Are they trained? Can they deliver message points? Will they come across in the right way on television and radio? If possible, are there key people outside of the organization that can speak positively about you and your work?

• Decide now that you will always comment in some way. Even saying “no comment at this time” is a comment and that saying is sometimes necessary and appropriate. Not returning phone calls is never acceptable and is always viewed as if there is something to hide. When appropriate, and that most likely is right away, make comments that are responsive, straightforward and honest.

• There are many situations where you should let the media know first about a problem. Don’t necessarily sit back and wait to see if the media will find out. Information is easily leaked and can put you on the defensive, instead of revealing the proactive efforts you are taking to fix the problem.

• Have facts prepared: safety records, industry data, and organization records like audits, etc. They will help reporters to put your crisis in context.

• Keep employees and board members informed. Let them know what the strategy is and what messages are being conveyed before they pick up the paper or hear the story broadcasted.

• When a crisis hits, do not speculate or provide inaccurate information. Your credibility is everything in these situations.

• Be prepared to closely monitor all media outlets. Who is reporting? What is being written and broadcasted? Who are your detractors?

Preparation and planning will make a world of difference should you find yourself in a communications crisis.

Capital District Business Review Article

2005-12-15T11:27:00.000-05:00

Atlanta's Brand Pitch

2005-11-21T18:59:00.000-05:00

The following opinion article by noted author and PR enthusiast Al Ries appears in "Ad Age." His co-authored book "Positioning" and "The 22 Immutable Laws of Branding" are both great reads and I highly recommend them:

ATLANTA GETS IT WRONG WITH NEW BRAND PITCH
City Joins a Long List of Meaningless and Unmemorable Ad Slogans
November 14, 2005

By Al Ries
Last February, Mayor Shirley Franklin and the Atlanta Committee for Progress announced the launch of a public/private initiative “to create a new, compelling branding strategy and marketing campaign for Atlanta.”
After eight months of gestation, the new logotype and slogan for the Brand Atlanta campaign was just introduced.

Promotional campaign
But just what is the new slogan? Good question. If you go to Atlanta’s new website (www.ATLopen.com) you’ll find a big red rectangle with the words: “Opportunity. Optimism. Openness.” The three words fade into three O’s, which dissolve into a circle that highlight the “ATL” in the Atlanta name.
Below that, much less visible, is yet another slogan that reads: "Every Day is an Opening Day." But which slogan will viewers perceive to be the primary one? No question there. The same bright-red animated "Opportunity. Optimism. Openness" slogan that dominates the page will also clearly dominate their memory. And that's a shame.

Three Os
"Opportunity, Optimism, Openness" sounds like a theme for the state of Ohio and not a very good one at that. I’ll guarantee that few people will remember the three O's, let alone connect them with a name that doesn’t have a single O in it
How about “Awesome. Attractive. Affordable” to connect with the three As in Atlanta? Or “Amazing. Tolerant. Lovable.” to connect with ATL? In truth, neither are very good slogans.

But why complain? There are a lot of slogans out there that are much worse. Try connecting some of the following slogans to their brand names:
• Driven to thrill.
• Drive your way.
• Think. Feel. Drive.

And how about these slogans.
• Work hard. Fly right.
• There’s no better way to fly.
• It’s time to fly.
• We know why you fly.

Answers to the first three: Mitsubishi, Hyundai and Subaru. And to the last four: Continental, Lufthansa, United and American Airlines.

Meaningless and unmemorable
What leads cities, states, countries and companies to concoct meaningless, unmemorable slogans? I believe the culprit is “creativity.”
Look at the guidelines issued to the Brand Atlanta task force. The objective was “to create a new, compelling branding strategy.”
Every day of the week, advertising agencies are hired to create new, compelling branding strategies and fired when these new, compelling branding strategies don’t work.

Years ago when Jack Trout and I wrote a series of articles on positioning for Advertising Age, we outlined a six-step process. Step No. 1: “What position do we own in the mind?”

What position does Atlanta own in the mind? Atlanta is booming, especially since the 1996 Summer Olympics. As a result, the city is widely known as “Hotlanta.” Not only is Atlanta growing rapidly, but it’s also the home of Hartsfield-Jackson airport, which recently passed Chicago’s O’Hare to become the world’s No. 1 airport.
So well-known is this idea that Coca-Cola is running a local billboard campaign with a frosty bottle of Coke and the words “Welcome to Coldlanta.”

Hotlanta communicates “opportunity and optimism” in a unique, distinctive and believable way. But, of course, it’s not creative because it’s been used before. (As far as openness is concerned, this is a claim any city could make.)
“It’s not creative” is the reason why you will never see Coca-Cola advertising “The real thing.” Why you won’t find Pepsi-Cola advertising “The Pepsi Generation." And why McDonald’s won’t advertise “You deserve a break today.”

These slogans are not creative. That is, they are not new and different anymore. And you can’t win an advertising award with a campaign that is not new and different.
One of the longest-running (and most effective) advertising campaigns is De Beers’ “A diamond is forever.” First used in 1948, the slogan is particularly effective because it’s a double entendre. Not only is a diamond the hardest substance on Earth and therefore bound to last a long time, but also a diamond is often given as a symbol of a loving relationship that, hopefully, will last a long time, too.
So what did De Beers’ do recently? You guessed it. They changed the slogan to “Forever, now.”

De Beer' non sequitur
Not only is “Forever, now” a non sequitur, but it also has no meaning unless you can connect it with the original, “A diamond is forever.”
The best example of the power of consistency is the Marlboro cowboy, who has been riding the range for 50 years. The advertising doesn’t win any awards, but it has taken the brand from nowhere to become the No. 1 selling cigarette brand in the world.

In the U.S., Marlboro is so far ahead of No. 2 that most people can’t even name the second-place brand. Hint: It’s a seaport on the East Coast.

A powerful brand is not built by creativity, although there needs to be a creative spark to get the brand ignited. A powerful brand is built by consistency, year after year after year.

BMW: The ultimate driving machine.
Grey Goose: The world’s best-tasting vodka.
Barilla: Italy’s No. 1 pasta.

As a matter of fact, it’s hard to find many examples of companies that have used advertising slogans consistently over the years. Sooner or later, the creativity itch occurs and the slogan disappears.

Has Mercedes-Benz made any real progress in enhancing its brand since it dropped its longtime slogan “Engineered like no other car in the world”? I think not.
Has the U.S. Army made any recruiting progress since it dropped its longtime slogan “Be all you can be” and substituted “An army of one”? I think not.
Has FedEx enhanced its brand since it dropped “When it absolutely, positively has to be there overnight”? I think not.

Has Budweiser enhanced its brand since it dropped “King of beers” from its advertising? I think not.

New York City is The Big Apple. Paris is The City of Light. Rome is The Eternal City. Nashville is The Music City. Minnesota is the Land of 10,000 Lakes. Would you change any of these slogans? I think not.
Loony idea

A number of years ago, the Minneapolis Tribune sponsored a contest to develop a new slogan to replace Land of 10,000 Lakes. The winner: “Come fall in love with a loon.” (Creativity at its looniest.)

It was N.W. Ayer, an agency that could trace its history to the first advertising agency founded in America, that coined the motto “Keeping everlastingly at it brings success.”

It was also N.W. Ayer that coined the slogan “A diamond is forever.”
Every year, the number of brands that keep everlastingly at it, as far as slogans are concerned, continues to fall, victims of the creativity crowd.

A slogan is forever.

~ ~ ~
Al Ries is the author or co-author of 11 books on marketing, including his latest, The Origin of Brands. He and his daughter Laura run the Atlanta-based marketing strategy firm Ries & Ries. Their website: www.ries.com.

Should you write that Letter to the Editor?

2005-11-17T08:14:00.000-05:00

"Should you write that Letter to the Editor?” by Tom Nardacci

Reporters sometimes make mistakes because they are human too. But, sometimes stories are lopsided, go too far, or may hurt your bottom line. The inevitable question becomes: “How should we respond?”

When articles appear that include inaccurate or misleading information, you should consider the following options:

1. If information was erroneous, ask the media outlet for a retraction. First, you should call the reporter as a courtesy and let them know that you would like a retraction. Then, you should speak to an editor and get an exact date when it will appear. This is particularly important for statistics because some reporters will simply follow the lead of a previous story, basing future stories on the information in the first article. It is a judgment call, however, by the media outlet whether they will do a retraction.

2. If the story is misleading or one-sided, you should consider a “Letter to the Editor.” Your letter should first address the exact article, rebut the specific items you disagree with, and make your point strongly and positively. You should not come across as defensive or confrontational. Make sure your writing is tight and that you leave no room for interpretation.

Not every mistake requires a correction or response. If it is a small error, don’t sweat it. Call the reporter and let them know in a courteous way. This helps to avoid future mistakes.

2005-11-16T12:14:00.000-05:00

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