Ari Seth Cohen and his grandmother in the header image from his blog.

By Joan Schneider

I had the pleasure this week of attending the Hebrew SeniorLife College of Retirement Series at Orchard Cove in Canton, MA to hear Ari Seth Cohen talk about his favorite subject—Advanced Style—which is also the title of his book and his blog. He talked about how his stylish grandmother—a librarian from New York and a Columbia graduate—profoundly influenced his life. She and her stylish friends paved the way for his passion to convince women of all ages that you can be expressive and creative, no matter what your age.

Ari, single handedly, is helping the fashion industry understand that women from 65 to over 100—can have the type of style and grace that are perfect for fashion ads and magazine covers. The women in the short video he shared were so stylish, articulate and wise—that I have captured some of my favorite quotes below:

“Dressing up is an exercise in creativity, it makes you feel better.”

“You’re treated nicer when you dress up, try it.”

“Don’t be afraid to not look like everyone else.”

“If you go into a store and the sales person says everyone is wearing it, put the dress immediately back on the rack.”

“When asked how old you are, say somewhere between 50 and death—that stops people from asking again.”

“If you don’t have a dress code, why adhere to someone else’s?”

“I may be old, but I think young!”

“If someone doesn’t like what you are wearing—tell them you don’t give a (expletive deleted)!”

On the eve of Mother’s Day, I am reminded of my own grandmother, Rose, who was my muse. She was a true non-conformist. She had three husbands, one of whom was the chauffer of Dutch Shultz, the NJ mobster. She owned a bar in Jersey City, NJ and wore white go go boots, a magnificent mink coat and the trendiest clothes you could buy at Lane Bryant.  She never cared what people said about her—she did her own thing and always bragged that she was the most educated person in her family—she graduated 8^th grade. She was a true original and had her own type of style that could not be duplicated.

To me, the Hebrew SeniorLife seminar was a true testimony to REAGE—the organization’s philosophy that how we deal with aging is changing.  That we are not getting older, we are getting better. That style and vitality are ageless and that you are as young as you feel.  All I have to say is Ari Seth Cohen and I agree.

To learn more about Hebrew SeniorLife’s upcoming College of Retirement Living events visit: www.hslindependentliving.org

Joan Schneider, President and Creative Director

Schneider Associates (SA) is pleased to announce the hiring of John Jowers as account supervisor to the Corporate, Education and Nonprofit Practice.

As account supervisor, Jowers works closely with practice leaders to develop and implement comprehensive public relations, social media, marketing and creative programs that build brand awareness for corporate, nonprofit and education clients. A graduate of Brunel University in London, Jowers is responsible for day-to-day client management, supports account strategy development and conducts media outreach.

Prior to joining Schneider, Jowers worked at Cone Communications in the Corporate Social Responsibility practice, serving a range of clients that included Hilton Worldwide, AMC Entertainment, Philips Electronics, Education First, Sierra Club, SunTrust Bank, Rebuilding Together and the Lawyer’s Committee for Civil Rights. Jowers was responsible for developing branded platforms and cause marketing campaigns to help corporations achieve social and business objectives, and build brand equity among key target audiences. He also provided marketing and development counsel to major nonprofits, to build effective corporate partnerships, improving visibility, and deepening stakeholder relationships.

Jowers was also featured in the Ticker section of the Boston Herald on April 29.

Earlier, President Obama flew about a dozen family members of Newtown massacre victims to lobby lawmakers on Capitol Hill. The families met with opposing senators and, according to reports, stayed away from policy debates, instead simply sharing their stories of loss and heartbreak. Parents like Francine Wheeler, who stood in for President Obama during his weekly radio address, took to the airwaves to call upon Senators to come together to pass “common sense gun responsibility reforms.”

The procedural vote buoys the confidence of gun control advocates who view any win against the gun lobby, however small, as a powerful statement. Longtime gun control proponent Sen. Chuck Schumer (D-N.Y.) stated, “With the vote that we take today, we are turning the page against the NRA’s dominance.”

What the legislation would actually accomplish is still very much in doubt. There is no provision to ban assault weapons or limit high capacity magazines. And although it enjoys some bipartisan support in the Senate, passing through the GOP-dominated House will be far more difficult. In fact, experts have warned that House Republicans could carve so many holes in the limited restrictions the bill does provide that it could actually benefit the gun industry.

As Senate Majority Leader Harry Reid (D-Nev.) put it, “The hard work starts now.” The debate will be emotional and contentious. But at least it will be had. Without the inspirational efforts of these families to share their stories and demand a voice, the issue would probably not have come this far. It remains to be seen whether meaningful legislation can be passed, but with these families engaged and out-front, it has a fighting chance.

Explaining their dramatically scaled-down proposals, the speaker and Senate President Therese Murray both cited a lack of public support for the revenue increases required to fund the governor’s ambitious plan. DeLeo and Murray call for a 3 cent hike in the state gas tax to generate $110 million this year, as well as a $1 increase in the tax on tobacco products, generating another projected $165 million. An expansion of the Computer Services Tax Code would bring in $161 million, and eliminating the Utilities tax would raise another $46 million.

The governor is expected to respond to the proposal in a press conference at 1 p.m. on Thursday, and the Ways and Means committee is expected to release its budget proposal on April 10.

Sources:
http://boston.cbslocal.com/2013/04/03/keller-large-time-for-patrick-beacon-hill-to-cut-a-fair-deal/
http://boston.cbslocal.com/2013/04/02/legislature-to-unveil-transportation-financing-plan/
http://www.wbur.org/2013/04/02/deleo-murray-transportation-funding-plan

The many takeaways from the event included:

Congress is Unlikely to Regulate Online Learning This Year

Online education and MOOCs present issues that members in Congress would rather avoid. In fact, despite recent coverage in national outlets, MOOCs remain largely unknown in the halls of Congress. When the Higher Education Opportunity Act is reauthorized this year, there are unlikely to be any changes in the status quo on these fronts. Congress will probably punt the issue to 2014, which offers institutions a window of opportunity to shape the opinions of members now.

Firsthand Experience and Constituent Anecdotes Form Congressional Opinion

The main players in Congress on higher education often make decisions based on their own experiences and those of the constituents that happen to grab their attention. In an institution where the average member is older than sixty-two, relying on firsthand experience can lead to a lack of understanding of current issues. Powerful representatives reference working through college that cost $7,000 per-year and graduating debt free in the 1960s, without understanding how the model has changed.

Moreover, members latch onto stories they observe or hear from constituents and draw generalizations when forming their opinions. Institutions need to proactively share stories of success and struggle to penetrate the narrative taking hold in Washington.

Constituent Demographics and Geography Inform Mass. Spending Priorities

On Beacon Hill, transportation and education are the main topics at issue in the governor’s budget proposal.  Elected officials in districts far from Boston are more likely to push for dollars in education, as transportation issues affect their constituents far less. Speaker DeLeo and other powerful city legislators prioritize transportation, and will likely continue to make that the top priority.

Pivotal Response from Mass. Legislature Coming Soon

Members of the Mass. state legislature have reviewed the governor’s budget and currently await the response proposal by the Ways and Means Committee, expected on April 10. The governor’s budget likely represents the ceiling of what will ultimately be passed, but the degree to which those numbers will be reined in remains to be seen. Much will depend on that initial response by Ways and Means.

Online Education Can Play a Role in Mass. Higher Ed.

Other states have begun to use online education to ease the burden on public institutions trying to close the degree gap, and to offer free courses that can draw students in. Regarding the disparate ways online education is being used in other states, Rep. Mark reflected on his own experience, and indicated openness to allowing online education to play an expanded role in Massachusetts. As Massachusetts addresses many of these issues, online education and MOOCs may have a role to play.

She could have easily landed a job in PR.

Here’s why. Beyoncé has proven her ability to build trusting relationships with her fans, and she’s successfully handled the opportunities and challenges that have come with her life in the spotlight.  Arthur Page, the former vice president of public relations for AT&T, developed seven management principles for public relations practitioners. Using these principles, I’ll show why Beyoncé makes a great public relations practitioner.

1.       Tell the truth.

In her documentary “Life is But a Dream” that debuted Feb. 16 on HBO, Beyoncé offered a rare peak into her life off stage.  The candid style of the film, which featured narration from an unadorned Beyoncé, offered her fans the chance to view the personality behind this star.  Critics may have said the documentary was not revealing enough, but it was insightful and a good PR move  because it helped to build a mutually beneficial relationship between Beyoncé and her fans.  She provided them with an inside look at her life in return for all of their support throughout her career.

2.      Prove it with action.

When Beyoncé was accused of lip synching at the inauguration, she truthfully explained why she did not sing live in front of President Obama, and then she supplemented her words with actions.  In a move that any PR crisis practitioner would be proud of, she proved her critics wrong and belted out a live rendition of the national anthem for all of her media critics to hear at a Super Bowl press conference.

3.      Listen to the customer.

In her documentary, Beyoncé described the public’s obsession with celebrity.  Her BeyHive blog caters to this habit.  Named after her top fans, the blog offers insights into the music and lifestyle trends that inspire Beyoncé, while also providing information about upcoming tour dates.  It’s a way for her to communicate directly with her supporters and to build a sense of community with them.

4.      Manage for tomorrow.

Beyoncé has proven that she’s more than just a singer.  She’s made Forbes’ list of the world’s 100 most powerful women not only because of her musical talent but also for her work in entrepreneurship (she has a clothing line and a string of endorsement deals) and charitable campaigns like “Get Moving.”

5.      Conduct public relations as if the whole company depends on it.

For Beyoncé, this means thinking about the messages she communicates and the impact those words will have on her fans.  In her documentary, she reveals that this is something she constantly struggles with.  She wants to give back to her fans without giving up too much of her privacy.  By being conscious of her audience, Beyoncé proves that she is a thoughtful communicator who thinks before she speaks or sings.

6.      Realize a company’s true character is expressed by its people.

If Beyoncé were a company, her fans would be the employees. In public relations, what employees say about a company matters, and the relationship between Beyoncé and her fans is no different.  She has cultivated a fan base of loyal brand ambassadors who spread the word about her and her music.

7.      Remain calm, patient and good-humored.

In the face of a PR crisis, we saw Beyoncé keep her cool.  More than that, Beyoncé has shown that she recognizes the good hand that fate has dealt her.  In the documentary, she addressed the fact that she has been blessed with success, and emphasized her gratefulness.  Crisis or no crisis, she seems to keep a level head, which is something every public relations practitioner must strive to do daily.

I doubt Arthur Page ever expected his seven principles to be applied to the world of pop music, but I believe this comparison shows that public relations is not just a profession; it’s a way of life.  For Beyoncé, public relations is about how she relates to her fans and the media.  We can all learn from her tactfulness and her grace under pressure, and we can appreciate the struggles she faces as she considers what to reveal about her life and what to keep private.

Just as Beyoncé is judged by her fans and the media, our performance as public relations practitioners is judged by our clients and colleagues, and we can only hope that, under pressure, we will apply these seven principles to survive and thrive.

By Carolyn Tillo, Account Coordinator with the Corporate, Education and Non-Profit practice

With more than 1 billion people on Facebook and more than 500 million Twitter users, the potential reach of social media is too big to ignore. To appeal to this broad audience, companies need to have a wide variety of communication channels that they can use. Our new product launch research has shown that launch consumers need as many as seven sources of information, or brand touch points, before making a purchasing decision. In other words, they will not remember the product until they have heard about it at least seven times. This can apply to professional services firms, too. Social media provides firms with the extra channels to shape and share key messages. It’s creating a “surround sound experience” for key stakeholders, sharing a message multiple times on multiple platforms.

Social media also helps individual members of firms to stand out by allowing them to position themselves as thought leaders. Employees who cultivate their own social media presence by frequently posting about topics relevant to their business can enhance their own reputation and the reputation of the firm.

Having employees who are active on social media also helps followers put faces to the company’s names, creating stronger relationships by allowing followers to engage with individuals, not just the brand. Launching a social media presence helps companies to build a business that is based on relationships, not just profits. Relationships can stand the test of time, and they can help professional services organizations stand the test of time, too.

In addition to its ability to foster relationships, social media is also a valuable tool for online lead generation. It drives traffic to your company’s website, traffic that competitors without social media will not receive. It increases your company’s visibility, and a unique, well-planned social media approach sets you apart from the crowd. In a crowded digital marketplace, standing out is a good thing. Social media has helped our professional services clients let their voices be heard, even when so many other companies are talking at once.

Although we could go on giving more reasons why professional services companies should use social media, we know that we will still get asked the same questions: “Do we really need to use it? Will it really help us?” Our answer is, and will remain, a firm “yes.” It’s time for professional services firms to launch themselves into 2013.

By Cassidy Lawson, Account Executive on the Corporate, Non-Profit and Education team

Like dating, media relations is a dance.  There are certain steps to follow, but at a certain point, you just have to improvise.   Here are some tips I’ve learned from working with the media on behalf of my clients:

1. Slow and steady wins the race.  As with any good relationship, there has to be a healthy give and take with your “media significant other.”  While you want to be helpful, moving too fast can be a turnoff, which in the PR world means not providing so much content that the reporter gets annoyed and looks elsewhere for sources.
2. Learn how to listen.  In PR, we are constantly trying to interest reporters in a specific client story that may or may not fit into the reporter’s beat.  Think of it like trying to convert a Yankees fan to join Red Sox Nation – the odds aren’t in your favor.  A better tactic is emailing media contacts regularly to check in, see how they’re doing and what they’re working on to understand how you can help.  This shows that you understand their business and appreciate what else they have going on, besides writing specifically about what you are pitching.
3. Put yourself in their shoes.  One of the most stressful things about romantic relationships can be trying to figure out how serious the relationship is.  It’s often the same with media significant others.  You might get to the point where you think your client is a “go to” source, but then you see a story with competitor and think, “That two-timer, what about me?”  But, before you break it off (which, by the way, you probably should if this happens with your real significant other!), you have to consider that the media are obligated to be objective in their writing, which means they can’t quote the same sources in every story.  Just because you missed out on one story does not mean the relationship is over.
4. Learn how to move on.  When a media “interest” packs his or her bags and moves on from a publication, believe me, it can be just as heart wrenching and painful as the real thing.  But before you start wondering if the relationship ever meant anything at all, realize that there is nothing you can do except follow the contact to their next outlet and hope that what you are pitching is still relevant!
5. Be ready to mingle!  After saying goodbye to a media significant other, it’s important to remember the value your clients bring to the table, and have confidence in your skills and abilities to wow the person’s successor.  By putting yourself out there with a simple call, email or tweet to say hello, you can land your next big relationship – and might even get your client on the front page of the New York Times!

Building and maintaining relationships is tricky, in both our personal and professional lives.  But, relationships are the backbone of everything we do in PR, from interacting with clients to managing coworkers and collaborating with the media.  Creating clear channels of communication and building a foundation of trust with each and every person with whom we have a relationship is fundamental for success – romantically and professionally.

By Shannon Watterson, Account Executive in the Corporate, Non-Profit and Education practice

In a world where we are constantly updating our profile pictures, trying to get our favorite celebrities to retweet us and being overloaded with unnecessary information, it makes sense that we should want to cut down the noise and step back from this e-circus.  In steps MeeLocal, bringing us back to reality and hopefully saving us from ourselves.  This new moble app, launched by founder Stephen Danelian from L.A., has the potential to be the next big innovation in social media and reconnect us with (gasp!) real world activities and experiences.

MeeLocal is based entirely off user-generated content, which you can filter based on location, proximity, category, and most importantly and innovatively, demographic.  As a 20-something young professional, the last place I want to end up is a smelly, sticky college bar (although the occasional return to Maryann’s for a BC football game is not out of the question), and MeeLocal helps me find a spot more geared towards the people I want to be surrounded by, in a location that is accessible and interesting.  This is especially helpful for people like me who find it difficult to stop returning over and over again to the same places each weekend night.  MeeLocal allows users to immediately post photos and comments for places they have been, letting others in their demographic and location know how great (or not so great) these establishments are. The impact an app like this can have in the consumer review space is big, since apps like Yelp tend to foster limited kinds of reviews or social sharing and tend to have a concentration in the restaurant or service industry.

If you are easily overwhelmed—by the absurd amount of noise coming from Twitter, Facebook, and Instagram—or merely by having to choose where to eat on Friday night, MeeLocal is shaping up to be the best streamlined platform in online content sharing.  The photo sharing capabilities provide incentives to visit brick and mortar locations, not just virtual shopping and distance sharing. With plans to unveil a dashboard for businesses, MeeLocal will allow local businesses to bring in new customers as well as more seamlessly interact with, and potentially reward, loyal patrons. There’s just one problem.  Because MeeLocal is currently based purely off what people are posting, and because the app is so new, Boston listings are limited.  So for my sake, Boston, get out there, download this app, and help me be more fun and adventurous!

By Catherine Kellogg, Account Coordinator, Public Affairs

Google’s prowess is well-defined and their earned and paid platforms are as effective as you can get. The one thing that Google has yet to “get right” has been social. A few weeks ago, the search giant launched a program called Art, Copy & Paste, “a series of projects and experiments to show how creativity and technology can work hand in hand,” according to their blog post on the subject.

This translates into paid media opportunity with a heavy dash of creativity and storytelling. It’s very smart, innovative and something to keep an eye on.

Google’s first partner for this project is a new social driving experience called Volkswagen Smileage.

From Google’s post:

Building off their 2012 campaign, “It’s not the miles, it’s how you live them,” Volkswagen Smileage is a mobile app and web service that aims to add a bit of fun to every drive, from your daily commutes to holiday road trips. The app measures the fun factor of each trip using a metric called “smileage,” based on signals like weather, traffic, place, time and social interactions (e.g., a long drive on a sunny Saturday afternoon might accumulate more smileage than a morning commute in the snow). You can use it with any car, not just Volkswagens.

Google said they are also working with Burberry and adidas in this pilot program. This program leverages the Google+ sign-in functionality, which is a way for users to authenticate and login to a service using their Google+ account (and as a result, providing key demographic insight to the developer).

In the Volkswagen Smileage example, the brand will learn a slew of insights from drivers and their passengers as they test out the mobile app.

The inspiration for the service came from a recent study showing that every day, 144 million Americans on average spend 52 minutes in a car—76 percent of them alone. We wanted to make that time a more shareable experience.

The project combines social collaboration, paid media and big data. It will create storytelling opportunities for the brand, but put the end-user in the driver’s seat (pun intended). It’s also a clear sign that mobile advertising is the new frontier and storytelling could lead the charge.

Post by Don Martelli, Director of Digital Integration and Social Business at Schneider Associates.