– Anonymous

Yes, in addition to an entry for “text messaging/instant messaging,” AP style provides information on common practices and abbreviations. These rules can also apply to emails and social media messages, such as Twitter updates and Facebook posts. Below are five of the AP Stylebook’s definitions and my comments on them:

G2G

Definition: Got to go.

Comment: I also know people that use “GTG,” and I’ve seen both versions used to mean “good to go,” as well.

IMO/IMHO

Definition: In my opinion; in my humble opinion.

Comment: I don’t know anyone that actually uses these. Texting and instant messaging communications are meant to be short, so people often say their opinion without stating that it is one. Why type an acronym, when you can just keep it out altogether?

NSFW

Define: Not safe for work. Used to alert recipients that upcoming material or attachments may be objectionable in an office environment.

Comment: Be careful when opening up such messages in general. If they contain unsavory forwarded message attachments, they may also contain computer viruses.

removal of punctuation, characters

Define: It is acceptable in instant-message and texting conventions to remove punctuation and characters, most often vowels, to save time typing or thumbing in letters. Thus, a word like remember could become rmbr or American Idol could be rendered as amrcn idl.

Comment: Just think of it as coming up with new vanity license plates. (I think the advent of instant messages, etc. has actually made me better at deciphering these plates on the road!)

thx Shorthand for thanks. Also tnx.

Comment: Don’t use “tnx.” That just looks confusing to me. The point of using these abbreviations is to help people read messages quickly and easily. If you are not using commonly known shortcuts, you are just making your message harder to understand.

“The AP Stylist” is written by Sandy Young, SoCalPRBlog’s resident contributor for all things AP style. Young is a public relations account executive at J. Walcher Communications and freelance writer who resides in Alpine, Calif. (East San Diego County). She has been a member of several of San Diego’s top public relations and marketing communications agencies and has worked with high-profile clients in a wide variety of industries nationwide. Her specialties include media relations, social media marketing and new product/service launches, as well as copywriting and editing, including AP style.

To submit a question for “The AP Stylist,” e-mail Young at sandrafyoung@gmail.com, and put “AP Stylist Question” in the subject line, or post a comment below. Young can also be reached on Twitter.

This means that teachers who are tech savvy and who wish to maintain a presence on social networks must protect not just their privacy, but also their decorum online. As people who are supposed to be respectable figures, they have a standard to uphold, one that cannot be demeaned by photos and status messages that are inappropriate and/or vulgar. Schools in Florida have been known to impose fines on teachers who post unsuitable content on their personal social network pages. Education authorities see social networks not as a bridge that facilitates informative and useful communication between teachers and students, but as a slippery slide that leads to illicit and improper relationships between the two.

So how then do students and teachers who wish to use social networks for legitimate and responsible communication get past these restrictions? The answer lies in using social networks that are designed exclusively for academic purposes – like Edmodo and The Schools United. Lest they be confused with regular social networks and, by association, end up with a negative connotation, these sites are known as educational networks – social networks that are used exclusively to foster and support education.

Edmodo is one site that has gained acceptance with school administrators because it provides a safe and private microblogging platform where teachers can interact with both students and their parents. Staff members can set up groups based on classrooms or study groups and provide members with passwords and usernames that allow them to log in and keep track of all that is taking place at the school. The network allows students to stay connected to their teacher and school at all times; this comes in handy when a student is ill or has to miss class for any other reason. Besides this, queries relating to lessons and other schoolwork can be directed to the teacher concerned and addressed within a legal environment.

The Schools United allows schools to “link” up with other schools on a worldwide basis, thus facilitating the exchange of information and cultural knowledge across national boundaries and geographic divides.

Besides these, many schools are setting up their own private portals that allow their students and teachers to keep in touch and initiate discussion on lessons, assignments, exams and other aspects related to school.

Susan White regularly writes on the subject of High Speed Internet Service. She invites your questions, comments at her email address: susan.white33@gmail.com.

Photo credit: George Eastman House

But we all work with elected officials offices and want to be sure our clients’ messages are heard.  One office staff member I give kudos to for his real community involvement, technology and communication skills, and vast intelligence is Woo-Jin Shim, Director of Community Relations for San Diego County Supervisor Ron Roberts – 4th District.  Here’s some of his direct insight re: office communications and how to possibly get your clients’ activities recognized. 

What do you think is the most important communication tool for your offices today?
There is no “most important communication tool.” To share important information, invite input on projects, and ensure transparency and open government, elected officials employ a wide range of media tools to specifically reach various constituencies. Social media, websites, email, newsletters, small in-person events, larger speaking engagements, press conferences, regular appearances on television and radio, and networking are used synergistically to allow civic leaders to connect effectively and regularly. Elements build on each another.

Some, such as broadcast and social media, are appropriate for “big picture” messaging. Email, newsletters, and personal appearances lend themselves to conveying information in more detail.

Each element has inherent strengths and weaknesses. In-person events can be powerful, but also inefficient. They allow civic leaders to engage directly with residents, especially when the audience is relatively small and the occasion allows mingling. However, personal appearances can be time-consuming and established agendas can limit the number of issues that are covered.

Elected officials are careful to ensure they use the best tools for their message and audience. For example, social media does not tend to reach senior citizens or residents in neighborhoods where English is not the preferred language, Personal appearances, speaking engagements, and sometimes direct mail, are better choices for these demographics.

Social media, primarily Facebook, allows leaders to reach constituents quickly with pithy messages on an unlimited number of topics. Facebook also allows for “calls to action” and provides an opportunity to publicize public events.

Email is losing favor as a mass communication tool; those that are not specially addressed to a certain recipient are often ignored. Yet email remains valuable as a practical and easy way for constituents to make requests and ask questions. It also allows for quick, direct responses.       

Letters to the editor and monthly columns in community papers allow elected officials to spread news that directly impacts the residents of that neighborhood.

Elected officials use every available tool to ensure they are connecting with those they represent so their constituents feel engaged and informed.

With county offices working with lean staffs, what’s the best way for PR practitioners to reach your offices? 
The best way to reach our offices is to call and ask to speak to the staff representative who is responsible for dealing with your specific issue. Most representatives will be happy to schedule a meeting, and, if appropriate, to take the issue forward to the respective elected officials. If there is a communications person on staff, you can start with that individual but expect to be shifted elsewhere depending on the subject matter.                   

We’d love to make our event get an official proclamation – what’s the protocol?
As far in advance as possible, research which elected official is most active in the particular  cause, organization or issue that you are seeking to recognize. Call the main number at that office and explain your request. Also, if the organization is based out of San Diego, you should find out which elected official(s) presides over the area where the organization is located. If the organization is in a different district than the elected official that you initially contacted, it would be proper protocol to ask if the two offices would like to present a joint proclamation.  Elected officials pride themselves on being identified with certain causes and issues, so you’ll want to be sensitive and engagement everyone who would probably like to join in on the proclamation. Sometimes, you’ll see a proclamation being presented by three or even four different elected officials at the same time. Also, read some of the past proclamations of that official and always offer some suggested language that follows that format.

What do you want socalPRblog readers to know?
The work of public relations professionals serves an important role in our region. Its practitioners who can effectively help shape public perception of many issues that comes before our elected officials and the voters.  An effective and respected public relations professional working closely with elected officials, stakeholders and residents can help bridge the gap in a contentious legislation, project or ballot measure. Such a person also must be realistic about what to expect from the public official and their staff.

If you’d like to meet Woo-Jin, you can likely find him attending a host of San Diego community events and he can also be reached via telephone, (619) 531-5544 or email: woo-jin.shim@sdcounty.ca.gov.

Lauren Walsh Forgione is one of the founding editors of socalprblog and is lead publicist of Citrus Public Relations.  She can be reached at (858) 720-0910 or email: lauren@citruspublicrelations.com.

Los Angeles

Internship Opportunities on PRSA LA Website

Account Executive, JMPR Public Relations

Social Media Strategist, Color Image Apparel

Orange County

Public Relations Specialist, Molina Healthcare, Inc.

Communications Manager, FamilyIQ

Marketing/Communications Specialist, The Consortium for International Development

San Diego

Senior Account Executive, BERKMAN

Intern, BERKMAN

Public Relations Manager, California Center for the Arts

Interested in seeing your job posting on SoCalPRBlog? Send job information to info@socalprblog.com and we will get it posted!

Congratulations to Marisa Valbona, APR, PRSA Fellow (president, CIM Incorporated, La Jolla, Calif.) for securing the slot on the slate as the Director for the Western District. Marisa is from the San Diego and Imperial Counties Chapter and was currently the chapter’s Ethics Officer. Read here to see who else made PRSA National’s slate of candidates for 2011 leadership positions. 

Scripps Health Promotes Don Stanziano

Scripps Health announces the appointment of Don Stanziano, APR, to corporate vice president of marketing and communications.

In his new role, Stanziano will direct all marketing and communications functions across the Scripps system of five hospital campuses, 19 outpatient centers and home health services. Stanziano will work to increase Scripps market share in key services, support standardization and quality improvement initiatives across the system, and grow its physician network and clinical research services.  Read more here.

c3 Communications, Inc. Adds Two New Clients

Local San Diego public relations firm c3 Communications, Inc. (c3) announces San Diego Police Foundation and the Boys & Girls Club of Greater San Diego as new clients.
 
c3 began working with the San Diego Police Foundation in early summer, providing publicity and community relations support for its SafetyNet program, along with general PR counsel. 

For the Boys & Girls Club, c3 is conducting a positioning and messaging program to educate families and communities throughout the county on the organization’s many site activities and offerings.
 
“Both organizations serve the community in so many great ways, and we are honored to partner with them to educate San Diegans on the amazing services they provide annually to the community countywide,” said Joice Truban Curry, president & CEO of c3. 
 
Lynne Friedmann Featured in “Science and the Media”

Lynne Friedmann, APR, Fellow PRSA, principal of Friedmann Communications is coauthor of a chapter in Science and the Media, published by the American Academy of Arts & Sciences. The essays in the volume discuss the roles of scientists, journalists, and public information officers in communicating about science and technology. 

The essay coauthored by Friedmann is titled “Managing the Trust Portfolio: Science Public Relations and Social Responsibility.” It addresses a “trust gap” in science as an enterprise, and makes the case for a fundamental change in the way information flows – from the current model of “one-way” communication to “two-way symmetric communication” between scientific organizations and their stakeholders.

Science and the Media is part of an American Academy of Arts & Sciences project on The Media in Society supported by a grant from Annenberg Foundation Trust. The project also produced two online publications – Media, Business, and the Economy and The Future of News – available on the Academy’s website.

Arika Anderson Daniels is a founding partner of Scatena Daniels Communications, a boutique marketing communications agency focusing on connections, creativity and results based out of San Diego, Calif., as well as one of the founding editors of SoCalPRBlog. Follow her on Twitter.

With a full-house response to the program, we’d all be lucky to get a seat in SDSU’s classes.  People from various industries are flocking to learn more about digital media.  The value of the certificate will be determined in future job interviews.  For now, I think the content of the classes is going to be where the value lies.  Take those skills and apply them at work immediately.

When asked what companies she felt were doing a great job in digitial media, our team didn’t get references of consumer brands, yet.  It sounds like there are real opportunities for business leaders who are doing a good job to get involved.  Let’s see which local PR leaders will start teaching these classes.  We’ll keep this on our radar!

1) What are your expectations for the program as far as students’ interest?
The Professional Certificate in Digital Media, offered through SDSU’s College of Extended Studies, surpassed enrollment goals during its first delivery. We believe that as long as we continue to present relevant content aligned with workforce needs, the program will continue to grow and flourish. 

2) What type of student are you looking for to take interest in this program?
The certificate program, which can be completed in one semester, is designed for professionals who would like to hone their skills in multimedia tools. Anyone who wants to build an audience through the internet, whether professionally or personally, will benefit from this program. 

More specifically, our students now include journalists; public relations, marketing, and advertising professionals; administrators, entrepreneurs, and others who work in volunteer capacities using multimedia tools.

3) What sparked administrators to create this type of program?
A consortium of professional groups from the San Diego community approached San Diego State University’s School of Journalism & Media Studies (JMS) for a program that would help their members acquire the skills needed in today’s media industries. The San Diego Press Club, Public Relations Society of America (San Diego/Imperial Counties); SDSU Alumni Friends of Journalism & Mass Media Studies; and Society of Professional Journalists were all part of this initial effort. JMS, led by Diane Borden, Ph.D., worked with us at the College of Extended Studies, and together with volunteers from these groups, developed a thorough survey to identify the most relevant topics and time frames for delivery.

4) What are some model local companies? (Companies that you think are doing great things in the local area?)
We also would like to identify thought leaders and are putting together a program to bring these individuals together. Ask us again in six months! KPBS is certainly recognized as a media leader. The San Diego Union-Tribune is transforming into a different organization, with digital media strategies as a critical priority. Our instructors represent such media as Voice of San Diego and KGTV, Channel 10, who also are finding ways to compete using digital tools.

5)  How has community reception been toward this new program?
The professional community challenged us to develop a relevant program that was needed yesterday. We demonstrated our ability to deliver on our promise and believe we’ve earned respect for listening initially and continuing to listen as we move forward. We now need for employers to understand the benefit of supporting employees’ training and recognizing substantive certificates, such as this one, as a metric for their hiring practices.

6) What type of interest have you seen on campus at SDSU and in the community at large?
Certainly this program would not exist without the collaborative support of Dean Joyce Gattas, SDSU’s College of Professional Studies & Fine Arts and our CES Dean Joe Shapiro; Dr. Diane Borden and Dr. Dave Dozier; SDSU’s School of Journalism & Media Studies; and Becky Coates-Nee, who teaches within JMS, is working on her doctorate in educational technology and its impact on journalism at Pepperdine, and is a former TV anchor person with years of reporting experience. Our SDSU NewsCenter, headed by Greg Block, is a great example of what can be accomplished. Again, we are drawing interest from city and county governments, well-known journalists who want to update their skills, entrepreneurs, and more. The program sold out in its first delivery.

7) Can you tell us a little bit about the information session the program held? (What types of questions were people asking? What was the turnout like? What ideas/concerns did you have after the information session? etc.)
The “Sneak Peek” session, advancing our program start date of August 28, drew a standing-room-only crowd. Representatives from our industry partner groups were on hand to talk about the origins of the program and shared their perceptions of what is being delivered. Each instructor described the courses he or she teaches and showed examples of student projects, including slideshows, videos and blogs. Student testimonials and students’ actual work provided a practical understanding of what students can accomplish when taking the program. Interests piqued, attendees were eager to find out when classes start and how to sign up. They seemed especially interested in video production and web publishing topics, asking questions about sharing video on the web.

With the need for hands-on digital media skills spanning across many industries, we are talking to individuals throughout the workforce who are finding it increasingly imperative to update their skills. Professionals from journalism, public relations, marketing, and design were all in attendance, along with entrepreneurs and public employees. SDSU will continue to grow this program to meet the increasing needs of employers and employees alike, with plans to expand already in the works.

If people would like to know more about the program, please have them call (619) 594-0787 or visit http://www.ces.sdsu.edu/Pages/Engine.aspx?id=716.

Lauren Walsh Forgione is lead publicist with Citrus Public Relations in San Diego and is one of the founding editors of SoCalPRBlog. Follow her on Twitter.

SoCalPRBlog co-founder Jennifer Zankan Berson is nominated for a MOMPreneur Award and we’d really love your support.  Berson is the founder of Jeneration PR, a boutique PR & Social Media agency specializing in promoting beauty, fashion & lifestyle brands.  She has been featured in Entrepreneur Magazine, PR Week, The New York Times, and was recently profiled by Apple.  She balances her time between running her public relations firm and raising her son, born in March.  You can show your support by voting for her here.

Bailey Gardiner Expands Advertising, PR and Social Media Teams

Creative agency Bailey Gardiner (BG) recruits new talent and promotes within the agency to ensure its clients stay ahead of the industry curve.
 
As advertising account executive, Anne Cornetta brings to BG extensive experience in advertising for the entertainment and hospitality industry, previously working with clients such as MGM Grand and Trump Hotel International in Las Vegas.  She now manages online, print, television, radio and out-of-home advertising campaigns for BG clients including The San Diego Museum of Art, Brookfield Homes, and Villages of La Costa.
 
Katherine Levien joins BG as PR account coordinator and brings an enthusiasm for traditional PR and social media. Her strong writing and communication skills are applied to accounts such as Seaport Village, San Diego Hospice, and Vet-Stem.
 
Callan Green is promoted to social media account executive as BG continues to grow its social media services. After two and a half successful years with the company, she now spearheads all social media programs and strategy for clients like the Del Mar Racetrack, Sè San Diego Hotel, and San Diego Hospice.

At FOX 5 TV in San Diego we are assembling an army of blood thirsty assassins armed with creativity and fortified with a “can do” attitude to join our sales force.  We provide the tools, training, and environment to achieve unlimited income and live the life less ordinary by offering the most innovative TV, Mobile and Web marketing solutions ever conceived.  You provide the brilliance, passion, commitment and willingness to laugh at failure then bask in victory which will aid us in our quest of becoming the best media organization in the history of the universe.  If you are an “order taker” with a fancy degree and “proven track record” you should have stopped reading by now.  However, if you are that one in a million, forged from the fires of hell, ass kicking, name taking lunatic that we are looking for, please contact Mike Martin at 858-496-0267or email mgmartin@tribune.com.

THREE TYPES OF CELEBRITY SEEDING
• Celebrity Gifting
• Product Seeding
• Product for Promotion Relationship (a.k.a. The Barter)

Celebrity Gifting
Celebrity Gifting usually involves supplying free product for inclusion into gift bags which are handed out to celebrities at the conclusion of an event or as a thank you to celebrity presenters and nominees at various award shows. While this tactic allows you to get your product into the hands of a number of celebrities simultaneously, it doesn’t offer you the choice of matching your product with your preferred celebrity demographic. Additionally, while this opportunity can get you coverage in the entertainment publications for your participation, it can be difficult to gain celebrity permission to associate your product with them.

I used this method for a popular baby products company I had worked with. We supplied a variety of items to celebrities in an event gift bag. Tori Spelling was a recipient of one of the bags, which included the signature safety tub. A few months later her son Liam appeared on her show “Tori & Dean: Home Sweet Hollywood” in the tub. We took a screen shot of the image and sent it to media as well as included it on the company’s website.

Product Seeding
Product seeding provides you with the opportunity to identify celebrities you want associated with your product. The tactic involves sending product directly to the celebrity (or their reps) with the hope that they will begin using the product. If you do not have the necessary celebrity contacts, you can hire a firm that specializes in implementing this tactic. By sending a shipment of your product to a celebrity on a regular basis (i.e. monthly), you increase your chances that they celebrity will be photographed with your product or talk about it during an interview. In some cases, a celebrity may ask you for additional product. This is considered an “implied endorsement” that you can leverage to the entertainment press.

While working at a PR firm as its consumer products director, I initiated a seeding program for a company with a line of healthy potato chips. We shipped the product to several celebrities that we wanted associated with the brand. In the shipment, we included a note that offered the celebrity additional samples for free, as well as free product for the set of their next project. A celebrity we seeded with product called and asked for additional flavors. She commented that she loved salty snacks and that she was a huge fan of the product. We took this information and fed it to “Us Weekly” for a feature they were working on titled “What Celebrities Eat to Stay in Shape.” A photo of the product and the celebrity were included in this feature. This was a very inexpensive way to associate our product with a celebrity of our choice while generating exposure through a popular celebrity publication.

Product for Promotion Relationship (a.k.a. The Barter)
Bartering with a celebrity, or trading free product for free promotion, is probably one of the most efficient ways to guarantee that a celebrity will speak about your product publicly. This type of campaign usually works best with luxury products or other expensive items such as cars, electronics, and jewelry. Typically, an arrangement is made with the celebrity that in order to receive the free product, they will need to speak about it on their next late night talk show interview, press interview, etc. There is also an agreement with the celebrity that the company can leverage the celebrity as a fan of the product to the media. An example of this would be giving a celebrity a car for a milestone birthday and having them talk about it at their birthday party that is sure to be covered by the media.

Conclusion
A properly executed celebrity seeding program can help you achieve your media exposure goals at a fraction of the cost of a paid endorsement or advertisement. When determining which of the three strategies is best for you, think about what type of result is most important for your company and product.

Kimberly Stirdivant is Managing Supervisor with Fleishman Hillard Public Relations in Los Angeles.  She is a senior public relations strategist with 10 years of agency and in-house experience, with responsibilities for implementing public relations, brand marketing and event marketing strategies to enhance visibility for a wide range of clients within the consumer and entertainment spaces.  The opinions expressed in this guest post are entirely her own.

How are you successful in getting linked in with so many social media groups like Small World?  ASmallWorld.net is an invitation only social media Web site. I love to connect virtually with friends and colleagues on as many platforms as possible. Internations.com is another great tool for the globally minded!

On Linkedin.com it’s very important to join relevant groups, in order to follow discussions and hot topics that are central to your clients and their industries. I always join the maximum number of groups, which is 50.

What project are you most proud of that has been conducted within the last six months?  Please discuss the campaign strategy, tactics and results.

In the past six months, we have been able to really enhance the Trimline Inc. brand awareness and reach via strategic partnerships and press.

 The Trimline Veterinary Recovery Collar, also known as the “soft, blue, collar” has been helped over two million dogs and cats recover quickly from injury, surgery or trauma. It allows the animals to drink, eat, and sleep in comfort while providing a barrier to the treatment area from licking and biting. It is soft, lightweight and easily applied with a simple drawstring design. We are also finding that it is effective on the groomer table.

In November of last year we coordinated a video shoot on the West and East coasts to show the Trimline Collar in action and created two short YouTube videos to highlight within social media. During this time we were also to collect some B-Roll for TV.

In February Trimline partnered with the HSUS for Spay Day USA and was able to effectively reach the target demographic – veterinarians at spay and neuter clinics. We are now moving forward with strategic partnerships with NAPPS (National Association of Professional Pet Sitters) and an International Groomer Association.

This summer we are excited for press coverage features in Pet Age Magazine, Pet Product News, Pet Business, DVM and Pets Weekly among others.

What’s your top PR tip this week?
Use targeted outreach vs. the buckshot approach. Try to think outside the box when you are trying to reach your audience, think about what they are reading, watching and listening to outside of traditional channels.

Dana Humphrey can be reached at 619-414-9307 or via email, dana@whitegatepr.com.  Readers are welcomed to learn more about her background and company by visiting www.whitegatepr.com.  

A NY transplant, she’s made herself a part of the community.  In fact, she’s doing a triathlon to help cure blood cancer.  Learn more: http://pages.teamintraining.org/nyc/nyctri10/dhumphrzx6.

Lauren Walsh is lead publicist with Citrus Public Relations in San Diego and is one of the founding editors of SoCalPRBlog. Follow her on Twitter.