FreeThink: June 2005

FreeThink: a blog published by Maxwell PR

Maybe the Newspaper's Not Dead

It's no surprise to me (disappointing, yes) that more Americans are watching TV. But I was relieved today to learn that, much to the contrary of what people often say, today's young people READ!

When companies want to reach the youth market, they often think concert tours and viral marketing. There's no doubt these tactics can be excellent ways to reach young audiences; they're both high in engagement and entertainment. But it is hard for me to stomach the idea that a whole generation relies only on the Internet for their information.

According to Student Monitor, which conducts nationally syndicated market research, nearly half of all colleges students, up six percentage points from last year, read at least one national newspaper a week. Apparently, their favorite is The New York Times (smart kids), which is read by more than 1.2 million students weekly. USA Today is a close second. No other national newspaper is mentioned by more than 5 percent of the students.

Okay, so the study doesn't show if they're reading a local paper, and it only measured once-a-week-readership. But news that readership by young adults - even if it is online versus the comfort and community of a local coffee shop - is encouraging. When speculation about the death of the newspaper industry abounds, it's great for this Luddite to see a sign of hope.

--Jennifer Maxwell-Muir, jen@maxwellpr.com

posted on June 29, 2005

Ladies Who Launch

Caprial Pence was asked by Julia Child to cook for the famous chef's 80th birthday party. Powell's initially purchased only five copies of Kaie Wellman's book "Eat.Shop.Portland." but a small item in Jonathan Nicholas' column in The Oregonian fueled sales of 1,000 copies a day. If something isn't working in your business, use the TNT Theory and blow it up! These are several of many insights revealed to 200 of Portland's most entrepreneurial women at Thursday's Ladies Who Launch invitation-only event.

Our client Caprial Pence told how she originally wanted to be a doctor, but a summer job at a local hospital cured her of that dream. And a subsequent stint at Otto's Delicatessen -- including peeling 200 pounds of potatoes for the July 4th potato salad -- led her to follow her heart and go to culinary school. Upon graduating, Caprial worked at Fullers Restaurant in the Seattle Sheraton Hotel, where she became a bit unhappy. So after she won the first ever James Beard Award, she and husband John moved to Portland and opened Caprial's Bistro.

Asked if it was intimidating to cook for Julia Child, Caprial said, "No, I knew she'd like anything as long as I put plenty of sauce on it." Speaking of sauce, Caprial also told a story about how she and John were at Fetzer Winery with Ms. Child enjoying some lovely cabernet sauvignon. John and Julia matched each other, glass for glass, well into the night. The next morning, to prepare for a 7:30 a.m. television appearance, Ms. Child tossed back a couple of glasses of iced gewurztraminer and proceeded to perform brilliantly! Through this and other experiences, Julia made it clear that she loved three things - food, wine and men.

The Ladies Who Launch speakers told other funny stories of their struggles along the way and shared secrets of their success. Speaking of men, it was universally acknowledged that the best spouses just smile and nod when their entrepreneurial partners come home at night to share war stories of the day. When they're ready to ask for help solving problems, they'll ask. But sometimes it's important to have someone listen without offering suggestions.

Hmmm. That's good advice for all of us, even public relations consultants.

--Vicky Hastings

posted on June 26, 2005

Rave: We love ripe

Sitting at communal tables in an open kitchen and sharing platters of food with total strangers is the epitome of a community building opportunity - and when the food is nothing short of fantastic, it defines family supper at ripe.

Located in a nondescript building in an industrial north Portland neighborhood, this dining gem is understated and offers one menu nightly. Owners Michael and Naomi Hebberoy, recently hosted dinner for area event planners to come get comfy and learn about the latest buzz in Portland dining. I was lucky enough to be invited and had the opportunity to meet Lauren Glazer, the new event manager, and to sample offerings from new chef Troy Maclarty.

As a prelude to the evening, Michael shared a warm welcome and some background on the evolution of ripe. With wine in hand and introductions to my tablemates made, we got the truly unique eating experience on its way. Grilled Cascade natural hanger steak, morel mushroom and green onion bread pudding, roasted Outback Farms asparagus, panna cotta with rhubarb compote...is there more to say? Yes, yes there is.

The Hebberoys, along with chef Maclarty, are not only a tribute to the community (and the community's taste buds) they also support local organic farmers and gather most of the nightly menu's ingredients from farms within 100 miles of Portland. Their commitment to using organic, fresh foods has earned them a spot on Organic Style's Top 20 Green Restaurant list as well as a long list of local and national accolades. The dedication can be tasted in this food extravaganza and is a welcome step toward Portland's (and Maxwell PR's) sustainability goals.

If passing platters of food around a table of strangers is not your thing, there are options for you too. Michael and Naomi have expanded their collaborations into a "restaurant group," adding clarklewis and the Gotham Bldg Tavern. Call 503.235.2294 for reservations at any of the three locations.

Eat up - you'll be glad you did!

--Diane Noble, Diane@maxwellpr.com

posted on June 23, 2005

And Now A Word From Our Account Coordinator: The Educating of Erica

How can it be that after 6 years of college, a graduate degree, a breath of financial sales and a stint in advertising, I am learning new ropes again? It seems it just took that long to find Maxwell PR...and so it begins.

The first time I talked to Jen Maxwell-Muir, hiding in my then-boss's office at a newspaper in Seattle, I realized that even after an undergraduate degree in Speech Communication and a Masters in Communication, I had no idea what any careers in the communication field were really about. I didn't know what a "public relations" professional did -- or what they were called (public relation-er?) -- or even what it meant if I said I wanted a career in "public relations." But it seemed, in theory, like something I would like. So I called to see.

After about 20 minutes on the phone and questions about writing and telling stories I thought, well heck, this is the stuff I LOVE! Why didn't anyone tell me that public relations means helping people get the word out? In grad school I taught public speaking to college undergraduates and coached them on selling their messages to specific audiences. I wrote papers and articles and study reports and now, NOW, they tell me that there's a job with a NAME in the real world where you can do those things too?

Luckily, Jen was willing to take me after she'd gotten me so excited. Of course, I tried to play it cool, but it was in that first conversation that I thought, "this is what it's about." A job with thinking and crafting and strategy. Later I'd find out the most brilliant part of all: the job also came with Kettle brand Potato Chips -- pretty much the best things ever.

So now I'm many months into the process of figuring out what being a Public Relations Account Coordinator means day to day - but I still remember the first brainstorm that I was a part of here at Maxwell. So many smart people sitting around a table thinking of great ideas to get people excited. And the best part was that I actually wanted to be a part of the things we were talking about! Events and promotions that were creative and hip and thoughtful -- designed for companies that are intentional and honest. It was like a sudden melding of everything I had learned in theory and everything I wanted to be true in the world of real life.

Don't get me wrong and think it's all delusional glamour-puss -- there are certainly days of sticking labels and making copies and answering phone calls from telemarketers. But even on those days I've been excited to have finally found a place where good people are working together for good companies who are working with communities to do good things.

It's taken a while to figure out what "public relations" means, or at least learn to pretend I have an idea, but I'm happy I'm here and paying attention.
--Erica Erland, erica@maxwellpr.com

posted on June 06, 2005

ReBuilding and ReOpening

Usually when Maxwell people give back to the community, we serve on boards, donate money or provide PR services to non-profit organizations on a pro bono or reduced-fee basis. Today, I donated a storm door that had been gathering dust in the garage at home. It wasn't a typical donation, but nevertheless one that was welcomed by The ReBuilding Center, which celebrated the opening of its newly expanded facilities today with a community party.

The ReBuilding Center accepts used building materials that might otherwise go to the landfill and resells them for a fraction of the retail cost. Even if you're not remodeling your home, The ReBuilding Center is a fun place to shop and get inspired about tackling a home improvement project. And it's worth the trip just to see this very cool building made completely from donated, used building materials. The sustainable structure and grounds has been well-received by the neighborhood and the local media.

The ReBuilding Center staff and volunteers, including Maxwell PR, worked as a team to generate editorial coverage about the Center. Here is a sampling.

The Oregonian
St. Johns Sentinel
Portland Tribune

-- Vicky Hastings

posted on June 04, 2005

Sustaining Business

Northwest farmers, foresters, scientists and businesspeople have the necessary expertise to generate a regional "sustainable industry." Economic indicators validate that demand for sustainable products and services will grow. But new structures and alliances will need to be created for us to successfully export this expertise nationally and worldwide.

That's what I learned today, along with 400 other people attending the first ever Sustainable Industries Economic Forum sponsored by the Sustainable Industries Journal and ShoreBank Pacific.

US Bank Western Regional Economist John Mitchell entertained us with jokes, poked fun at industry jargon and inspired us with his economic analysis. Who knew that an economist could be funny?

Photo used with permission from Sustainable Industries Journal.

Confessing to never having eaten any organic food and not knowing the definition of sustainability, Mitchell felt he was an unlikely candidate to speak on this topic. Yet that's what made him the draw he was, compelling the who's who of the regional sustainability world to gather for his pronouncement on whether or not "this sustainability stuff" really can be a smart business strategy for local companies.

The stage has been set. A bonafide economist says the industry is "pregnant with possibility." Now it's time to organize. We'll be doing our part to move this industry forward. How about you?

-- Vicky Hastings

posted on June 01, 2005

	This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.

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