I am a journalist, published writer, former television producer, public relations and media relations practitioner and a certified crisis communicator.  I have been trained by the Department of Homeland Security and FEMA.  I have several NIMS (National Incident Management Systems) and ICS (Incident Command Systems) certifications.  I have trained in emergency management offices for various jurisdictions around Florida and had the distinct badge of honor of providing crisis communications for three hurricanes in a row: Charley, Francis and Jean.  I have dealt with potential sexual harassment scandals (no, you never heard about them because, as I said, I dealt with them), lawsuits, government overspending and under-spending, 911 outages, floods, fires, and relief efforts.

I am prepared. I remain calm. I tell the truth.

All of my training and experience led to former colleagues recommending me to the City of Sanford when they were faced with an overwhelming onslaught of media and public scrutiny in the wake of the shooting.  When I got the call to ask if Massey Communications would become the agency of record for the City of Sanford for crisis communications, I did what all crisis communicators do.  I weighed the situation—as quickly as circuits can process a call that is going from Florida to Australia— and I said yes.

My role as a crisis communications consultant for the City has led me to deal with media from almost every country in the world, and especially the United States network and cable news channels:  The BBC, Al Jazeera, CNN, MSNBC, ABC, CBS, NPR, the New York Times, the Miami Herald, just to name a few. Local affiliates are also clamoring for information.  The community and the common man who Tweets, uses Facebook, watches TV, listens to the radio also wants to know what is going on.  I worked with City staff to set up a JIC (Joint Information Center) and a JIS (Joint Information System), one source of information and one point of contact for news and information surrounding the case.  An email box for the Public Information Officer was established as was an independent phone line that would ring to a bank of phones. Staffing was established in the JIC from 7:30 a.m. to midnight (information gatherers and givers have to sleep sometime).  I established who would act as spokespersons for the City and recommended best practices for dealing with media issues.  We worked with community activists to provide them with venues to communicate. We sent out press releases and held press conferences, arranged for one-on-one interviews.  I made myself available to the City of Sanford 24 hours a day; that is what a crisis communicator does.

It’s been a month and a half since I got the call.  They have been peaks and valleys of crisis communications. Five thousand people protesting is a peak; 20 people meeting to discuss restoring peace is a valley.  My role will continue for as long as the City of Sanford needs me and the services of my agency. We’re prepared to climb the peaks and lay low in the valleys to get them through this issue.  I am a gladiator for crisis communications. When most people look at me they see a woman in a dress and high heels; inside I am armed and ready. I am prepared, I remain calm, and I tell the truth. I am a crisis communicator.

We must all be prepared.

Do you immediately get a drink to buy some time before facing a crowd of avid networkers?

Then, do you stand with your drink and try to figure out if there’s anyone that looks familiar?

I’ll admit it; I do this every time I attend an event. I’m not a networker or an exceptional face-to-face communicator. Like most people, I don’t like going anywhere on my own. And evidently, there are close to 80% of us out there who feel the way I do! Really! About 80% of people feel incredibly uncomfortable at networking events. Regardless of this fact, we still cower in the presence of strangers, despite our common goal: to make connections.

There are five Ps from an old Army saying that I think captures the essence of amateur networking: Prior Planning Prevents Poor Performance.  The best way to calm your pre-networking nerves and take on a room effectively is to have a game plan. So, over the years and from reading other blogs, I have come up with a list of what to do and how to prepare for a networking event:

1) Know before you go – or do your research on the event and the people attending.Prepare three to five things to talk about with key individuals you’d like to meet. Even if you don’t use them, the preparation will calm your nerves and give you a fall-back topic should you run out of impromptu ideas.

2) Make yourself noticeable— wear your name tag on your right, so it’s easier to read. You typically extend your right hand to shake – look down and there’s the tag!

3) Listen – most people don’t do this, putting your attentive self at a great advantage.

4) Introduce and re-introduce yourself – chances are if you have met someone before and don’t remember their name, they won’t remember yours. Remember, we’re only human, so don’t let a bout of forgetfulness keep you from talking to a potential contact

5) Find common ground— if you’re like me and go to get food or a drink as soon as you walk in a room, look for someone else who is gripping their drink a little too hard. Chances are they’re just as nervous and will welcome your company.

6) Be ready for the “you never know” event – That is, running into someone you met many years ago. I met a gentleman at an event who my mom taught in school. What are the chances?! He was one of the nicest people I spoke to that day and introduced me to several new faces. Be on the lookout for old acquaintances to help you make new connections.

Now, there is a rule, according to Miss Manners, that you have to end a conversation nicely. When you’re finished talking, try wrapping it up with a simple, “Well, it was nice talking to you about ___, here is my card and I hope to stay in touch.” Don’t brush a person off for someone else – “Ooh, there’s so-and-so that I want to talk to.” Be polite and courteous, excusing yourself from the conversation with a compliment rather than haste. Don’t expect to hear from a new contact if you treat them like they’re disposable.

Now that you know what to do at a networking event, here’s what not to do – Do not complain about anything, do not interrupt, try not to one-up anyone, do not correct anyone or anything said, use too much sarcasm, ‘hog the floor,’ tell too many jokes and do NOT ask too many questions (people will think they are in an interview!). If you’re worried about slipping up, I urge you to check out the work of Susan RoAne, who has written books about these subjects. When in doubt, stick with the experts.

If you still can’t face an event alone, there’s one last thing you can do:  take a buddy – preferably one that isn’t in your industry. Introduce each other, but do not talk to them exclusively, because no one wants to interrupt a closed conversation. It’s fine to bring a friend, just remember to push yourself out of your comfort zone. There’s no point networking with people you already know everything about.

One last word of networking wisdom: Make sure you have fun. If lighthearted conversation isn’t your forte, have some funny— but not crude—sayings on-hand to make your contact laugh. Humor is the easiest common ground to find with a stranger.

Good luck and remember – people do business with those that they like and trust.

A loyal customer base isn’t handed over easily. It requires long hours, dedication and a lot of trial and error. Every business out there needs to be aware of what it is saying to its clients.

I was at a gas station just the other day when I noticed the credit card machine outside wasn’t working. I went inside, which I felt defeated the purpose of having the option to pay outside in the first place, waited in line for 10 minutes while the five other people in front of me paid, chatted, asked for lottery tickets and cigarettes. When I got to the front, a young girl took my credit card. I told her that the machine was broken and she looked at me as if ready to unleash the combined attitude of every teenager within a 50 miles radius. To my surprise, she smiled and said, “Sorry for the inconvenience ma’am. Can I offer you a complimentary 16 oz. coffee or soft drink for the trouble?”

Hold up. What?

Looking back, I was in no rush and it really wasn’t that much of an inconvenience, but that unexpected gesture went a long way in making me feel like a valued customer. Even though it was a gas station, imagine if companies everywhere adopted similar polite phrases and solutions? This is something that any sales associate can easily manage without management approval. If “regular” and more commonplace locations like gas stations, which you normally don’t think of when you think of branding, can deliver excellent customer service, then why can’t larger companies? I’m talking about companies that we have all had phone battles with because of hidden fees, sudden unexplained charges or a rule that is absolutely ridiculous and outdated.

Companies should strive to make things easier for their customers. Sometimes that means giving employees the chance to fix problems and sometimes that means completely overhauling current policies.  Look at JC Penney’s new campaign: they have a no-nonsense approach to pricing, guaranteeing that their customers will always be subject to the best possible fees on all their merchandise “Fair and Square.” With their cut-to-the-chase advertising techniques that relate to a broad audience, JC Penney is constantly working to strengthen its customers’ trust. This should be a reminder to all businesses that while customers will constantly change their tastes, they will always value good customer service.

No matter how established a company is, understanding and catering to the wants and needs of your customers is what will continue to strengthen relationships and build trust. Customer service should still remain at the heart of every business. From small gas stations to nationally recognized brands, the trust your customers place in you will go a long way to helping your business succeed.

~Katherine Bustamante, MC PR Intern

In recent news, Ozzie Guillen, manager for the Florida Marlins, made a statement that he “admired Fidel Castro.” Though he has apologized and the Marlins have suspended him for five games, such efforts don’t seem to change the damage done. In fact, Marlins fans have talked about a boycott and are protesting the MLB organization.

The moral of this story is: think before you speak. Whether you’re a notable public figure or a businessperson, never react or speak out on hot button issues without considering how what you say may be interpreted. Regardless of whether you have the best of intentions, your words can easily be misconstrued and spiral out of control. Choose your words carefully.

As a business, team members should always be aware that what they state to the public can be taken out of context. Be diplomatic. Think about word choice. Think about controversial issues and ask yourself if it’s really worth bringing it up and consequently, associating yourself with it.

Massey Communications helps organizations and spokespeople craft the right message and advise when and how it should be delivered. We provide expert resources and coaching to those who may often be placed in front of the media. We even assist business leaders who face their employees more regularly than reporters. Regardless of your specific position in the community, our agency can help you tailor your thoughts so that they stay true to your beliefs but don’t negatively affect your reputation. Before getting to the point that you need to apologize, give us call.

April 4^th, 2012 was officially marked as Work Well Winter Park Day by the City’s Mayor Bradley. Work Well Winter Park is a program that promotes and facilitates healthy lifestyles, from making healthy eating choices to exercising and ensuring proper mental health. This unique initiative has encouraged us to take on a new frame of mind when it comes to planning our work week. Here’s why:

The average American works eight to nine hour days with a short break for lunch, and then makes his or her way home in a state of exhaustion. Unless you’re one of those extremely motivated people who can spring out of bed at 5 a.m. (like our President/CEO/Triathlete Andrea Massey-Farrell) and swim three miles before heading to the office, it’s likely that you don’t want to make time for extensive exercise during your busy work week. We can relate.

As it turns out, there are ways around this feat. Although working out may be the last thing you wish to do after a hectic day at work, there are other alternatives to an intensive round at the gym that can help you stay in shape and live a healthier lifestyle. It’s all about making the right small-scale choices that ultimately make a big difference.

We know this is all easier said than done. But, making healthy choices at work actually is easier to do when you have a whole group of team members supporting you and attempting to do the same things. Take a walk with a co-worker at lunch time. Do this three times a week for thirty minutes, and you’ll not only see results, but you’ll feel better for it. If you work above the first floor of your office building, take the stairs instead of the elevator.

Have your work buddies keep you on track. Let them slap your hand as you reach into the cookie jar. And next time you go to microwave that sodium-loaded, fat-free but chemically-infused TV dinner, stop. Make a sandwich with whole grain bread, turkey and plenty of veggies. Research quick and easy recipes that will help fill your stomach throughout the day without weighing or slowing you down. Snack on fruit. Allow yourself to indulge in sweet treats every so often, but don’t abuse your sugar intake.

Also, it’s important to monitor your mental health. At Massey Communications, we’re workaholics. We have a can’t-stop-won’t-stop attitude, which often means we collide with deadlines and stress. If this is something you’re all too familiar with, remember to take a minute to breathe. Turn your computer screen off at lunch and resist the urge to type. Go outside. Read a book. Practice the art of meditation. Do whatever it takes for you to detach from work for a few minutes and unwind. Your sanity is a large part of your health, after all.

If it’s any comfort to you, we’re not just writing a blog on living healthier during work hours. We’re taking action as well. In conjunction with Work Well Winter Park, we’ll be making a conscious effort to eat better, spend more time outside and exercise more frequently. Although you might not see all of us following in the tracks of our head honcho, Andrea, you will see us out and about, doing our part to stay lean and mean. We’re talking yoga classes, long walks and bike rides. Oh and eating yummy, yet healthy, food.

Whether you live in Winter Park, or want to make a difference in your own community, we invite you to join us in promoting healthier lifestyle choices, in and outside the work place. Go to http://www.workwellwinterpark.org to see how you can contribute to the program, get involved and learn steps to living a balanced way of life wherever you are.

I learned this last Thursday at the Ad 2 Orlando Portfolio and Resume Review Workshop.

An entire room full of design and advertising professionals sat, speed-dating style, while they flipped through the 16 pages in my book, and they all had their tips to give. I scribbled them down hurriedly and thought I’d share some of my favorites with all those other aspiring creative directors out there.

Lose the Big Red Bow

Some books are printed on thick card stock, bound in hand-crafted leather. Others are more modest. The truth of the matter is, if the work printed on the paper isn’t good, you may as well have printed it on a soggy napkin. You can wrap a dollar store piece of gum in the most luxurious wrapping paper but, in the end, you’re still giving someone a dollar store piece of gum. Focus on putting quality work in your portfolio, not on making your portfolio cover a work of art itself.

Be a Story Teller

Your background may be in design, but tell a story with your book. Going through the pages, your book should have a consistent feel and tone that shows who you are, plus a bit of your background as a designer. It will help you explain your book to an interviewer more fluidly and naturally.

Give Directions

One of the signs of a decent portfolio is shown in your ability to communicate your work effectively. Placing a small description of each piece in your portfolio book helps the viewer understand what it is you created even if you aren’t there to explain it. Sometimes, job openings may pop up during the busiest of work weeks and employers may not have the time to sit through a formal portfolio presentation; a PDF may have to suffice. If you want to make sure nothing gets confusing, a line or two at the bottom corner of each piece of artwork can make a huge difference. Employers may be able to figure it out, but why risk them taking a wrong turn? Make sure to give directions in your portfolio so there aren’t any detours.

Just Because You Can, Doesn’t Mean You Should

“Everyone with a digital camera thinks they’re a photographer,” joked a creative director at the review. Just because you can take pictures, draw, paint, and so on, doesn’t mean it should go in your portfolio. Having extra pieces in your portfolio that aren’t your strongest quality may hurt your overall impression. An interviewer may focus too much on the extra pieces and base their opinion off those rather than the pieces you may have worked harder on. Those pieces are usually more tailored to your experience. So, here’s a general rule of thumb to go by when considering which pieces to include in your portfolio: “Unless it’s what you absolutely want to do in your career, then keep it out.”

Be Loud and Proud

If you have work in your book that you aren’t proud of, it’s going to show when you talk about it. Only display what you would proudly point out to your friends, not just anything your mom would hang on the fridge. If you have doubts about keeping it in, leave it out.

By the end of the night, I had come to the understanding that everyone had their own two cents to put in on portfolios, but each professional seemed to agree on this: “Portfolios are subjective.”  They all seemed to agree that a portfolio should be something you’re proud of. “If you can’t sell your own work, how can you sell a client’s?”

When the review ended, I left more confused than when I came in. But I don’t necessarily think that’s a bad thing. “Everyone is going to have something different to say about a book,” one creative director said, “and if they say there is only one right way to make a book, maybe you don’t want to work with them anyway.”

So, what on Earth is Pinterest? Pinterest is the latest social media platform that functions in the same manner as a pin board. By signing up with Pinterest, you can search and browse thousands of aesthetically pleasing images and links and pin them to your online pin board for safekeeping. In basic terms, Pinterest allows you to pin your interests. It sounds pretty straightforward, but it’s terribly addicting. We challenge you to log on to http://www.pinterest.com and take a look at this epic force of a site for yourself, if you haven’t already. Laden with recipes, hair and make-up tutorials, fitness regimens, destination wedding and vacation photos, jewelry, clothing…you name it. If it looks interesting, you’ll probably find it here.

Unlike Facebook and Twitter, which focus on social networking via messaging (i.e. you can post to peoples’ walls and comment on topics of choice), Pinterest communicates mainly via visuals. Users can comment on other users’ pins, but the attention is drawn mostly to the pictorial portrayal of products and ideas. As a result, it’s speculated that businesses will soon swoop to Pinterest as an additional way to promote their products or services. According to AdWeek, some major brands have already done so. Chobani Greek yogurt, Gap and interior decorating store, West Elm, are using Pinterest to showcase their latest products. By signing up as a user, a brand (or more realistically, an employee of a certain brand) can discretely advocate their products by posting images, recipes, and so forth and appear as if they are a regular consumer. In a heartbeat, consumers see a mouthwatering image of a Greek yogurt-topped cake and re-pin it to their collection: Free advertising for Chobani.

Aside from the appealing factor of free advertising, Pinterest also proves itself as an effective marketing outlet in a trait it holds along with most social media sites: its ability to allow users to connect on a social level. Instead of putting a print ad or radio spot in front of a consumer’s eyes, nationally recognized brands and small businesses alike can interact with fans. As these fans re-pin their pictures and links, the brand advocate can respond to their comments and gain an understanding of what their target market looks for in their industry. For example, Chobani can determine whether consumers prefer recipes that integrate Chobani products in a discrete manner, whether they like their yogurt on top of a cake instead of granola, and so forth.

If you’re reluctant to join the craze, you can still browse Pinterest without signing up. Naturally, the amount of content you’ll find is much more limited than what the user sees, but equally as satisfying. Challenge yourself to grapple with this new scrapbook of a social media site. It seems to have a rather bright future.

Where would we be without this instantaneous communication? Would we feel lost in some information vacuum, struggling to see the news while it buzzed above our heads like a swarm of bees? Probably not, but it is all the rage now to be the first to get and share information. T-Mobile, Verizon, AT&T and other carriers are all touting they have the fastest 4G service. And in the Twittasphere, news of Houston’s death was the trending item of the day.

All of this instant information leads to instant conclusions. “What happened to Whitney?” was the question heard time and time again. How did she die? Representatives for Houston and her family did not have any time to prepare statements about the loss of their loved one. Instead, the responses were reactive. While reactive public relations is often the only choice in some cases, prior to Twitter, Facebook, and access to the internet while on the go, there was time to think and prepare.

This new form of water cooler communication has increased the need for crisis communications. Those in the public eye, celebrities, politicians, have to be prepared to respond to what Twitter and Facebook can send round the world in seconds. Consider Tiger Woods. He waited. Need I say more? The damage was done, escalated and continues to surround the once top pro golfer.

With Twitter and Facebook here to stay, there is a definite need to develop and maintain a crisis communication plan for those times when the unexpected happens. Plot out scenarios. Determine how you would respond to each. What would you say? What would you do?  Former New York City Mayor Rudy Giuliani began preparing for what he would say and do if there was another terrorist attack in New York City after the first attack on the World Trade Center in 1993. It may seem morbid to think of this, but Mayor Giuliani worked with a group of well-respected crisis communicators to prepare messages that he delivered after 9-11, which calmed a nation and restored hope. Facebook was launched in 2004 and Twitter in 2006. If these two modes of communication had existed in 2001, during 9-11, I am certain Mayor Giuliani would have used them to share his messages with the world. He was prepared thanks to a crisis communication plan and he would have been ready to Tweet and post.

We must all be prepared. Facebook and Twitter are spreading news and information quicker than you can blink.

First, you have the Product: From Thin Mints and Lemonades, to Caramel Delites and Peanut Butter Patties, everyone has a favorite. You’d have to be living under a rock not to. The Girl Scout cookie collection is a prime example of a product that satisfies a consumer craving. If you’re going to market anything, it has to be something that a consumer wants or needs. Even with name changes over the years, the cookies’ popularity remains steady among all ages, demographics, and geographic locations. There are even “spin-off” products, such as ice cream and lip gloss that reference the cookies. In addition, you get to enjoy the cookies and help a great organization. Proceeds from cookie purchases benefit Girl Scouts on a national, local and troop level. Cravings are satisfied and you feel good about packing on the calories knowing that it goes to a good cause.

The next P is Price: At $3.50 per box, Girl Scout Cookies are affordable for the masses. Considering that the cookies are only available for a short period of time per year and the perceived demand, it’s interesting that the price per box is not higher. Nonetheless, the second P, price, must be set at a competitive level in a strong marketing plan in order to make sales. Girl Scout cookie manufacturers meet this mark. If you tried to buy the average box of cookies in the supermarket today, you’d spend anywhere from $3.89 to $4.69, and don’t even get me started on the snack packs suitable for lunch boxes. A box of 12 snack pack cookies is currently selling for $6.19. The Girl Scout cookie is an absolute bargain.

Then there’s the third P, Promotion: When you’re selling a product or service, you need to create some hype about it. Most of the buzz is created by word-of-mouth and, in some cases, public relations efforts, at a local level. To my knowledge, there is not a lot of traditional advertising for Girl Scout cookies – and why would there be? The product truly sells itself, with the help of the Girl Scouts themselves, who do a fabulous job of selling.

It is interesting, however, to note the relatively new role that social media takes in aiding Girl Scout cookie sales. Not only is the local Girl Scout Council able to remind fans about cookie sales, but I have even used Facebook to promote my daughter’s cookie sales (and I am certainly not the only mom doing it.) Older scouts, called cadettes, can even set up their own websites for customers to order cookies. Payments still have to made in person, but the finger of social media has definitely touched Girl Scout cookie sales. Girl Scout cookie advocates are certainly staying on the pulse of marketing ploys when it comes to promoting.

Lastly, there’s Place: When you’re selling a product, it has to be done strategically. Locations you sell your product from and easy accessibility is key. Although there isn’t any mass retail distribution, people know where to find cookies. Not surprisingly, there is an App with a Girl Scout Cookie finder, and locators are posted online to help make it as easy as possible.

So, if you haven’t already investigated the marketing aspects of the cookies, I highly recommend that you do. The sugar coma is worth it.

High school textbooks haven’t changed much. And my sister, now a high school sophomore, is facing the same challenges I did when it comes to textbooks: too many students, not enough books.

Enter iBooks2.

On January 19, Apple announced its revolutionary venture into the realm of education by introducing user-created textbooks available on the iPad via this new app.  We’re not just talking words on a screen or your typical e-book. Apple has created interactive and engaging textbooks, chock-full of multi-media design and functional study uses geared directly at the budding high school student. iBooks2 combines text and interactive pictures, allowing for two different textbook experiences, depending on the type of learner the student is. Users can swipe to highlight text and glossary terms, which automatically become archived (along with any notes taken) and turned into interactive study cards. The glossary and index are made up of links which jump directly to the correct page. Plus, book editions are updated the same way an app is updated, so students can always have the latest version at their fingertips. Once a book is downloaded, it belongs to the user. And, to make it even better, tech-savvy iPhone and iPad users can even create their own books using the program. But not everyone will be able to create these books. Schools need to be able to trust the content of these books. So Apple decided to pair up with the heavy weights of textbook publishing companies: Pearson, McGraw Hill, Houghton-Mifflin, Harcourt and DK Publishing. Not a bad strategy for Apple, seeing as how these champs are responsible for publishing 90 percent of the textbooks out there. Apple has also teamed up with the EO Wilson Biodiversity Foundation, which will create an iBooks exclusive book titled “Life on Earth.” While the main target group for this new venture is high schools, Apple doesn’t stop there.

But, how much will iBook2 textbooks cost?

As a college student, I am well aware that spending money on textbooks is painful. Universities face the same issue on a national scale: not enough funding and an increasing rise in the student population means less money for textbooks.That’s why Apple has made iBooks2 free to download. Textbooks themselves are available for $14.99 or less, a bargain in comparison to costly print editions.

No doubt this technology is a game changer, but some obvious issues arise. Can schools afford iPads for every student? What about the schools and parents that don’t have the means? Can the low cost of textbooks through the iBooks2 offset the cost of iPads for every student, when the average iPad costs $499?

A local Daytona Beach area high school offers BYOT classes, upper level test only classes for advanced students that mimic college classes, in which students are encouraged to “bring your own technology” to class. These are great classes to include iPads in, but they are small in size and not common around campus. One Daytona Beach area elementary school offers teachers points for collecting classroom items and requires them to take classes in teacher development. Teachers who meet the requirements are entered to win iPads for their classes, an effort that has led to iPads in the classes of children as young as 8 years old. Apple also offers student and school discounts for purchasing iPads through their website. Will this be enough to usher in a new era in education, one where there is an iPad for each child? This will certainly solve the “not enough textbooks” dilemma, but will it create a new “not enough iPads” problem, which is essentially the same thing?

Only time will tell. But for now, Apple will continue to dazzle us with its innovative ways.