O'Neal Media Group: February 2010

Introduction:

If you own and operate a small business or non-profit, you undoubtedly reflect about marketing your enterprise. Indeed, every entrepreneur should learn as much about garnering publicity as possible, yet this process will take time to learn. This book will teach you some valuable tips from learning how online video can keep your profile high, to knowing the anatomy of a press release.

Much of the knowledge presented within these pages was drawn from my own experience as a public relations consultant working with a diverse body of clients over the years, and also from my studies towards accreditation in public relations via The Public Relations Society of America.

I hope you will use the information to help your enterprise grow.

About Jackie O'Neal:

Clients that have hired me as their publicist, say I deliver value and enhance market recognition, increase visibility, and meet specific public relations goals, and most important of all- get results by focusing enthusiastically on client needs while delivering 110% because I walk many extra miles to assist you achieve your goals through strategic planning and creation of a comprehensive communications plan.

A change catalyst, hands-on doer, advocate and storyteller, clients who have worked with me also affirm I'm diligent and fearless, representing their interests in the utmost professional manner.

Organizations that have hired me to write feature stories point out my ability to filter through developments often going back months, connect with the parties involved (for the most part, located across the world), and produce a heartwarming and vivid story is impressive.

My news stories have been published on various online platforms, most notably, on the Huffington Post. Clients say my writing talent has expanded and strengthened their voice in the community.

As a publicist, Jackie O'Neal believes strongly in ethical business practices in public relations, and knows there is a myth circulating about "anyone off the street", being able to do PR.

" Those con artists who propagate such a myth, don't understand the first thing about the art and science of public relations. And they tarnish our profession, and the way the public perceives it. It will be evidenced when you ask them to pull together a communications audit."

"People tend to bandy about the term public relations, and lead unsuspecting individuals to think it's all about publicity. In point of fact, public relations encompasses eleven distinct functions. A trained, educated publicist can enlighten you about the different functions ,and help you identify which ones you need to pursue, for the success of your particular campaign."

Jackie O'Neal holds an M.F.A. in Creative Writing from the renowned Sarah Lawrence College Graduate Writing program. As a journalist, her articles have been featured in The New York Amsterdam News, The Huffington Post, USA Today.com, the NPR blog,Examiner.com, The Press of Atlantic City, Mar Magazine, and others. Her commentary has been featured on NPR.

She is also an APR (Accreditation In Public Relations) candidate with The Public Relations Society of America.

Media Relations, Online Video, SEO, Traditional Media v. New Media and more...

It has never ceased to amaze me when others say that the media attention garnered did not appear to make a difference in raising their profiles, or taking them to the next level.

I say this as a public relations consultant with O'Neal Media Group, I've come across some clients and potential clients who have garnnered national and regional media coverage via my company's media relations function, and effort.

What these persons seem to overlook is the value of the third-party credibility element, and being perceived as a thought leader in their industry, even after time has elapsed, and it may seem others have forgotten their quote, profile, or editorial.

In point of fact, media coverage can easily be recycled via social networking sites, and hence the coverage can still gain momentum while remaining in the forefront.

Further, this technique can attract more coverage. Journalists are routinely seeking articulate, impassioned experts, and especially if they already have a strong online presence via an online press kit that also features press clippings with links to the full story.

Some experts may think that once the media story runs in a print outlet, or the interview is aired on a broadcast outlet-- it's over. Yet, the journey is just beginning towards getting more media attention. They say an object in motion, stays in motion and it certainly holds true.

Journalists hunger to empower their audiences with relevant, timely information. If you don't recycle your media coverage, it will be that harder for a journalist to find you on the social Web.

The key is to work with a well-trained public relations consultant that is willing and able to position you as a thought leader, and will add this element to your communications plan.

Recently, I read an article by Ryan Zuk, APR in PublicRealtions Tactics. He noted that there are six traits that thought leaders routinely access in order to draw people to them, and you an learn how to follow suit.

Zuk affirmed that thought leaders are knowledgeable, aware, interesting, innovative, engaged and accessible, hence attracting others to their table, so to speak.

By issuing statements via a media advisory on a regular basis, or replying to a journalist's query in a concise way, you are demonstrating to the media that you are tracking the new trends in your industry, have a relevant viewpoint to share with their audiences, and therefore are an excellent source. In addition, you can share the content of your media advisory on Twitter, Facebook, and YouTube.

Zuk also identified accessiblity as one of the traits that thought leaders posess. This means you are open and available to the media to share your innovative thinking, and also take the extra step to share it across social networking sites, as a result making it easier for a journalist to find you.

Media coverage is neve wasted when you leverage the power of the social Web.

Media Relations
Having your insight featured in a news article can give you instant third- party credibility, and hence establishing relationships with influential reporters can be key to your success. As a public relations professional, I have access to at least 100 reporters a day that are working on stories across wide-ranging industries, and that I'm in contact with in order to provide them with the expertise they need. I also use a professional distribution service that helps me reach 5,500 media outlets and 10,000 reporters a day.

This next section discusses one of my most popular programs that my clients love, and features a few samples of how I create an expert alert.

Get Your Insight Featured In National Media Today

What is continuous media exposure worth to you and your business?

Get Your Insight Featured in National Media.

O'Neal Media Group will write and distribute a US1 media advisory to thousands of busy journalists seeking your expertise today. One of the best ways to get quoted by the media, is to follow the news cycle, and tie your expertise to breaking news stories.

We monitor the latest studies and surveys in your industry, to keep you ahead of the pack. The media advisories we issue are distributed to 5,500 media outlets nationally and to 9,000 journalists hungry for story ideas. Our clients have been contacted by the BBC, local and national media that resulted in placements. I routinely monitor the news cycle in order to tie my client's expertise and position them as an expert. It's one of our most popular programs. Here are some samples that garnered major media placements:

BEHAVIOR: Contrary To What Feminists Have Said, Men Are Not Disposable

Dr. Beth Erickson, Ph.D., speaker and author based in Edina, Minn., can discuss why both fathers and mothers are important in children's lives: "In light of the The Shriver Report, the share of women who are unmarried has skyrocketed: 40 percent of women over age 25 are now unmarried and a record 40 percent of children born in 2007 had an unmarried mother. While divorce rates have fallen, many women delay and some never even enter marriage.
Is society chalking fathers up to be superfluous, so that fathers are internalizing the cultural norm? Fathers and mothers are not identical or interchangeable parts. With their reciprocal roles, each offers the child unique elements that contribute to its intellectual, psychological, and social development. Both parents together and separately provide the supplies that are vital ingredients required for building a positive self-image
for children and for helping them figure out how to constructively participate in society."

RELATIONSHIPS: How Couples Can Improve Interpersonal Communication

Dr. Karen Gail Lewis, Ph.D., author of "Why Don't You Understand? A Gender Relationship Dictionary," can discuss how couples can improve interpersonal communication: "In light of the PBS series 'This Emotional Life,' America's mind will be tuned to learning ways to foster well-being, which can include clearing up communication between the sexes. Couples often get into horrific entanglements -- without understanding how they got there. They may start off with a simple question that, with no discernible explanation, erupts into an argument. One of them may walk out of the room, yell or go silent, which only inflames the other's feelings. How does this happen? Sometimes, it's as simple as one not accurately hearing what the other says, but reacting based on what was erroneously heard. Sometimes, it's not recognizing that men participate better in a conversation if they are posed with a question or a problem to solve. A general comment, like women often make, leaves them waiting to hear what is expected of them. It can end up with her talking, his waiting for a question, her getting angry that he is not responding, his then getting angry at her for getting angry at him and the cycle continues." Lewis is located in Cincinnati. Contact: Jackie O'Neal, jackieoneal@helloworld.com Phone: +1-609-334-8621 Web site: http://www.genderdictionary.com

Note another client sample below:

Nonprofits are facing financial anxiety — but battling through it, according to a new survey released by Johns Hopkins University.

The survey found that 80 percent of nonprofit organizations are experiencing fiscal stress and close to 40 percent of them reported the stress is "severe" or "very severe."

Samantha Gray, Executive Director of Attachment Parenting International, says: "Attachment Parenting International has definitely not been left out of the negative economic impact on nonprofit budgets."

"We are taking steps to cope by reaching out to additional new donors who are interested in programs that benefit children's wellbeing. API is also adding to its membership benefits and creating complementary programs that generate income."

"At the same time, API recognizes that families are faced with their own
financial challenges so we have chosen not to raise the price of our already low membership price, and Support Group meetings remain free of charge."

Attachment Parenting International

Nurturing Children for a Compassionate World

www.attachmentparenting.org

Video Says It Better

I love to re-cycle my client's media coverage to give their visibility a boost in the marketplace. For example, if my client has written an article and given readers tips on how to do something, I will create a companion video using text, images, and music. I also add a "call to action" button at the end, so my client will receive more traffic on theri website and potentially gain new clients. In this next section, I present my conversation with a marketing expert who describes the benefits of using video to increase your online presence.

Online Video Tips:

I interviewed Rima McDonald, an online marketing expert for this article:

Marketing expert reveals tips on how small business can use online video to increase visibility

By Jackie O'Neal

Today’s consumers are always looking for interesting online videos to watch. In fact, a recent Nielsen Company report showed that viewing of video on television, Internet and mobile devices--continues to increase and has reached new plateaus.

As the founder and publisher of Women's Online Magazine, Rima McDonald has 15 years of marketing experience and shares her insights about ways to use online video to promote products and services with many of her clients. Based on the feedback she gets from some of her readers, she's convinced online video is captivating.

“Video says it better than text- why?-- because it is more engaging than text or audio. Let me give you an example, if you visited a webpage and noticed a photo, an article, and a video—which do you think you would view first? Of course, it would be the video because everybody does that anyway. If you'd like to keep your visitors longer on your website, then my recommendation is that you add video clips about your products and services right on your homepage, so that your audience can get acquainted with what you do," she said.
McDonald believes that in order for videos to get attention, they need to have elements of humor, be provocative, or stimualte the viewer's mind in some concrete way. She said once those elements are in place, the video stands a better chance of getting forwarded to other viewers creating a viral effect that tends to give the video significant exposure on the internet.

“Everyone wants to produce a video that gets distributed on the internet for free. If done right, your video could actually be just like one of those popular viral marketing videos out there that get's thousands of viewers. The key to producing a successful viral marketing video includes two elements- the video should be either humorous, or provocative, or one that stimulates the viewer's mind- gets them to think- and if done right, viewers will feel more easily compelled to forward your video on to others via e-mail, or postings on social networking sites like Facebook or MySpace- and that's powerful viral marketing. So why wouldn't you want to start using online video to promote your products and services,?" she said.

McDonald said that there is a common misconception that expensive production companies have to be hired in order to produce high-quality online videos. She said there are affordable servcies that allow the consumer to produce videos with a webcam, a camcorder or a digital camera with video recording capability, and she cited helloWorld as the company she recommends highly.

“ A lot of people think that producing online videos is going to cost them a lot of money, and that they have to hire a video production company to produce a professional looking video. In actual fact, you don't need to hire a production company. Anyone can produce their own video right now. There's a lot of software for you to do editing, and if your video contains merely informational content about your products or services, and you are the spokesperson, then you don't need to worry about the editing part so much. You can simply produce your video with the use of a webcam, a camcorder, or a digital camera with video recording capability- provided you have enough lighting to illuminate the front, back and sides of the subject. Actually, producing an online video is not really that difficult, or expensive at all.

And you can use the services of companies like helloWorld that allow you to record your video online, and also store your files on their servers for under $10 a month. You can actually generate the html code right off your video through the helloWorld system, and that allows you to distribute the video everywhere on the internet by posting the html code on social networking sites such as Facebook and MySpace. That's why we think\eople should start using video to promote their product and services. It's just so easy to do," she said.

McDonald said the viral effects of video distribution can boost a company's visibility quicky and efficiently. “Videos drive traffic to your website, and the online video you produced can be syndicated via an RSS feed. If you have a blog, or podcast, for example, and you have already distributed the RSS feed to other websites, the video you produced will automatically syndicate the content for you, so the video will appear on all those websites. Imagine the exposure your video will get online! An added bonus is that the syndication is free and social networking sites like Facebook or Twitter allow users to put in an RSS feed very easily," she said.

McDonald explained the other ways to use online video in both e-mail and e-newsletters. Video e-mail and e-newsletters generate more traffic and allow the viewer a more manageable, engaging way to get updates versus plain text.

"Besides posting your online videos on your website and social networking sites, you can also distribute your video via e-mail and e-newsletters.I put a link in my video newsletter and actually post an image of the video plane directly to a page where the full video will be displayed. I’ve found my open rate has increased from 30 to 80% and that’s a significant increase for a small business like mine. You will need helloWorld which provides the video e-mail servcies for under $10-it's all included in that package. You can send out the video e-mail to your contacts on your e-mail list, or via a video newsletter, and that will help you get the word out about how you can find solutions for your customers needs. And of course, e-mail gets forwarded all the time, so that is part of the viral effect you should have in place for your distribution, " she said,

Overall McDonald said using online video helps build trust and relationships with consumers. “Most consumers do business with those they like and trust. It gets easier to trust when you can actually read facial expressions and connect a face with a brand,” she said. “This is why a live video web cast is so effective compared to a tele-seminar, where the audience can only hear your voice, so small businesses should start to consider replacing tele-seminars with live webcasts. And after all, Oprah herself is doing it with The Best of Life series so why not follow suit?”

There are several companies that provide tools for simple video creation. You can visit the following sites for more information:

http://www.animoto.com This is a free tool to create a simple 30 second video using photos

http://www.helloworld.com A fee of $9.95 a month to create and stores videos (you must have a webcam)

More About Media Relations

The media are usually on deadline and covering multiple stories at once. As a result, it's important to get their attention by calling at times during business hours when they are more apt to answer their phone. I usually call between 10- 12 noon and from 2-4 PM. Media also receive a great deal of e-mail, so it's important to have a subject line that reflects the content of your e-mail. The following section offers ideas on the best way to correspond with reporters by e-mail and what to write in the subject line.

Fool-Proof Ways To Work With The Media:

I was going over my notes on a webinar I attended and wanted to share some insights related to corresponding with the media. One point that was emphasized over and over again, was staying abreast of a journalist's work, and that means the specific journalist you are targeting for your campaign. It can seem like a time-consuming task, yet it pays dividends, and increases your chances of getting noticed amid the e-mail jungle. In addition, it serves you well, in terms of building a working relationship, and establishing a positive outcome.

Michael Smart, a leader in the public relations field affirmed: "Journalists, and especially bloggers are like anyone else- they love to talk about themselves. So when you acknowledge their work, it piques interest. They know immediately that you know what they cover. This approach works even better in the new media landscape, because journalists who may feel they have already covered your topic, also have blogs on which they can extend that coverage with your new angle."

The webinar led by Smart, went on to teach that when you send a reporter an e-mail, if you refer to a topic of their recent story, in the subject line, {Your story about ----------] 80% of the time, the e-mail will be opened, rather than lost in the deluge. Smart explained the rationale for this practice. "Journalists are so used to receiving rants that they really welcome positive feed-back. After praising them on a story or post relevant to your pitch, you can ease into explaining how your story idea relates. It actually works best if you send it just after you see a story or post, even if you don't have a pitch at the time."

It isn't hard to find good news stories and share sincere feed-back. There are a myriad of traditional news sites like USA Today.com that have international pages like the UK article pages that feature news. In addition, to find bloggers, many traditional online media sites feature staff and reader blogs in many varied beats.

And of course, it's always smart to connect with your local media when you have a newsworthy angle, but get to know the reporter by reading their stories, before you pitch them.

An editor for a national magazine offered pitching tips recently. She noted: "My best relationships are with people who understand my reader and brand. When someone says, 'Here's why it's relevant to your reader, or 'this could fit into the feature of X,Y,Z that shows me, they know and care about my reader, and it makes me want to invest in them. An editor is more apt to listen when your info is timely.

The Value Of Traditional Media:

Annie Jennings, CEO, Annie Jennings PR explained in a Vocus webinar I attended today why traditional media still matters for the success of any business. The webinar focused on the role traditional media plays in a communication plan.

Jennings cited the following reasons:

• Traditional Media Has Immediate Recognition and Credibility
• Supports the Social Media Concept
• Be Everywhere -Reach Millions –Diversified Audience
• Creates Thought Leader Status –Third Party Endorsement
• Can Lead to Impressive Opportunities

One of the ways mentioned on how traditional media supports social media relates to the ability companies have
to be able to "tweet" about media coverage they have received.

Traditional media still matters because the third party credibility garnered is invaluable for any firm's profile. In addition, it is a well-known fact, that media outlets, reporters, and editors must vet potential guests before quoting them, or including them in a segment. Being included as a guest in traditional media outlets demonstrates that your company has passed muster, and is a legitimate thought leader.

Hiring A Publicist

The thought of hiring a publicist can seem daunting. Most people might consider getting a referral from a trusted associate. In any case, you will need to consider certain criteria to make a sound hiring decision. In this section, you will learn about some quallities to look for.

Qualities To Look For In A PR Pro

Investing time in finding the right public relations practitioner, (or firm )can definitely be worth it in the long run. In a crowded field, searching can be a daunting task. However, you should not give up entirely, or settle for the first candidate that comes along. It pays to be educated about how to analyze a firm or freelance practitioner. I've pulled together some important elements you should look for in a consultant.

You will need to examine the level of consulting skills the public relations practitioner is armed with because much of your interaction will be around the area of preventing, and solving problems your company is faced with, increasing the bottom line, keeping your profile high, and a myriad of other tasks.

Creativity: The ability to offer new options and solutions will be a valuable skill for a PR pro to posess. In your day to day operations you will encounter situations that will require the attention of a creative mind.

Perhaps you are promoting a book, and need cost-effective ideas to do a book tour. Take Dora for example, she is an author of a self-published book, and has not rasied enough capital to travel from city to city. Her publicist pulled together a virtual book tour for 30 days whereby she can promote her book via blogs, and live webcasts at a fraction of the cost of a physical book tour.

Knowledgeable: A PR pro with an In depth knowledge of the issues your company needs to address, will be an asset to your business. For example, when your company wants to develop a communications plan, a knowledgeable PR pro will initiate a research phase for your project whereby they can ascertain with your input:

the targets you want to reach
what you want the targets to do
what led to the situation your company is in

The research phase is crucial to a well-developed plan because it will help your company define problems and audiences that can be instrumental in sorting out potential problems.

Vision: A well-trained and experienced PR pro will offer the vision to see beyond the obvious ,and suggest new possibilities and horizons. This skill is invaluable in order for a business to grow and thrive.

The Press Release

There is quite a bit of ground work that needs to be done before writing a press release so that it will grab a reporter's attention. The next section explores the process of writing a press release so that it has a better chance of not ending up in the circular file.

Anatomy Of The Press Release Process:

Press releases are the most common form of PR writing, and its best to be economical in terms of writing them. Sometimes called news releases or media releases, press releases are a media relations tool used to pitch a newsworthy story about a business, website, or person to journalists and other members of the media.

Press releases aren't designed to be published as-is. Instead, the purpose of a press release is to inspire a journalist to research the story further or conduct an interview to write a unique news story.

It's wise to use statistics and also discuss trends you see in your industry, and this is simply because reporters and editors follow trends and use statistics to put things into perspective for their readers.

What a Press Release Looks Like

Press releases generally fall in the 300-600 word range, and rarely exceed one print page if being distributed through fax or mail. The growing popularity of online press release distribution allows for greater flexibility in press release length, as well as the addenda that can be attached to press releases for distribution (such as photos, company logos, or other supporting documents).

While sometimes confused with more general articles, press releases should be written in a more journalistic style called the reverse pyramid, where the most newsworthy information is presented first. Press releases are kicked off with a headline, which is a catchy title designed to explain the general news angle while grabbing journalists' attention. Press releases are dated, and also contain the hometown of the issuing person, company, or organization.

The Press Release Process

1. Do something newsworthy enough to be of interest to journalists and / or bloggers.

2. Come up with a catchy and concise headline.

3. Write a brief summary of the news, if using online press release distribution methods.

4. Write the body of the press release.

5. Write a boilerplate to close the press release (a background paragraph about the issuing person or organization).

6. Distribute the press release online or offline to journalists, newswires, or press release distribution sites.

7. Respond to any media calls or emails requesting further information.

8. Track the resulting coverage of a press release using a media clipping service, or online search engine tools, such as alerts.

Press Release Samples:

For Immediate Release
O'Neal Media Group
News Contact: Jackie O'Neal (PRSA)
+1 609 334-8621

How A Publicist Can Pin-Point, Solve, And Prevent Problems As Added Value To CEOs

(Atlantic City, NJ) According to a Public Relations Society of America monograph, PR's role as a communications link is vital in problem solving and prevention. Most companies can benefit from public relations services as part of their business plan.

Here are five facts to consider:

Resolving conflicts may require modifying many opinions including those held by the PR firm and the client
Patterns of communication in the future may revolve around smaller groups
The random benefits of PR activities not directly tied to corporate interests will increase
New methods of research will be especially relevant to situations where opinions change rapidly
PR can help companies develop alliances, and build collaborative ventures which often can ensure the success of business launches and new programs

Jackie O'Neal, founder of O'Neal Media Group says, "There is a misconception about the role of publicists- an idea that anyone can take on the practice. We imagine a person with a phone attached to their ear as an appendage, and a person who over-uses adjectives while misleading the public."

"But public relations offers several functions, and one of the most important is the capacity it has to help executives overcome isolation, whereby the PR practitioner can tune management in to new trends, statistics and media opportunities they may otherwise miss out on. This ability requires a significant amount of training and expertise gained by experience."

O'Neal points out that apart from being able to identify new markets, new products, and new methods more readily, publicists can also
help to protect the present position when an organization is under attack.

"Historically, we have the Proctor and Gamble case to draw from-- when the company did not suffer from declining sales, or stock values during the tampon debacle largely due to their expert PR handling of the problem: communicating the company's position," she says.

For Immediate Release
December 23, 2008

O’Neal Media Group
Contact: Jackie O’Neal
jonealarts@verizon.net
(609) 334-8621

What Downsized Workers Must Know About the Value of the Internet
(Helena, AL) Dec 23, 2008— Although over half a million people lost their jobs in November, and lay-off announcements continue to be a reality, downsized workers, particularly women can still be pro-active, plan ahead financially, and use the resources they have at their disposal such as the internet, to better their situation while unemployed.

Economists are predicting greater job loss levels for women over men in service industries. Yet, women still need to find creative ways such as starting a small enterprise leveraging the skills they already have, to insulate their families from economic hardship. The internet is an ideal tool as a starting point.

Rima McDonald , founder and publisher of Women’s Online Magazine says, “Use the Internet to search for information that will help you in managing your finances. For example, access CNNMoney.com’s finance guide, Money 101. In addition, learn how to start an online business using the talent, skills and experience you gained from your past jobs by attending tele-seminars, webinars, and participating in forum discussion boards, or one-on-one coaching. Further, do research on your competitors, market trends, consumer habits, and determine if your product/ service is indeed in demand right now. Then think of ways on how you can be better than those that are already out there in the market. Write down your thoughts and turn your ideas and marketing strategies into a business plan.”

Historically, 65% of people have gotten jobs through personal contacts, and so the value of social networking should not be underestimated, even in tough economic times. In terms of becoming a creative entrepreneur to improve one’s quality of life, rather than bemoan job loss, social networking is an expedient tool in forging fresh connections.

Rima McDonald advises, “Use your existing social network, and the people who already know you, to get ideas on how to raise funds for your online enterprise. After you raise the capital, don’t spend anything more than $2,000 to start an online enterprise. There are a lot of ways you can start a business for under $2,000. Bottom line is don’t spend more that you can afford to pay within 25 days because that’s the normal credit billing cycle you must note especially if you’re using your credit card to pay for the initial cost of setting up your small business.”

As costs for basics continue to rise, everyone can use a helping hand, so the process of give and take becomes important. It’s no different when social networking.

“Ask members of your online communities for advice, or help in finding customers or referrals. Be prepared to do the same for them in return. This is why it is best that you add contacts that are also in business like you, in your network, rather than those who are just out there networking for fun,” McDonald advises.

In the social networking world, assertiveness can pay dividends. “You never know who can help you, or not, if you don’t ask. While networking online, you can also announce your latest accomplishments to your network, as a way to connect. Most women are not comfortable about “tooting their own horn,” but if they don’t, who will? Doing so allows people to learn about their expertise, and they may in turn, refer people who need their product or service,” affirms McDonald.

Notes to Editors:
Rima McDonald , Founder/Publisher of Women’s Online Magazine™, is also the Managing Director of Penelo Pea & Co. LLC, an online media and marketing agency based in the United States. With the company operating two user-generated content websites— Women’s Online Magazine™ and Business Resources Podcast Directory, there is no wonder how big her social capital is today, and she embodies all the positive characteristics of an entrepreneur that has always kept a “Plan B” well within her scope.

Additional Information:
Rima has more than 15 years of business management experience and specializes in marketing; she utilizes her skills in developing websites that allow her to promote small business owners as leaders in the Internet community. Her strengths include advertising, promotions, networking, Internet marketing, niche-marketing, and developing business opportunities with strategic partners. Together with her marketing team, she works tirelessly to create a significant online presence by actively networking on several social networking websites including Facebook.

Despite the current economic situation, she is progressing in her small enterprise, surprisingly for most. For more information on how she survives the crisis, please contact Jackie O’Neal at (609) 334-8621.

Public Relations In Action

Over the years, I've worked with many diverse clients, and am proud to say, I've had rewarding experiences and success along the way. The next section outlines some case studies, so you can learn how I've helped my clients in various scenarios.

Case Studies:

Client: Dr. Uma Gupta

Project: Reputation Management

Lead Publicist: Jackie O’Neal, O’Neal Media Group

jackieoneal@helloworld.com (609) 334-8621

Restoring An Ousted College President’s Reputation: Creating a Balanced Perspective

Dr. Uma Gupta, a former president of a SUNY college had been cyber-attacked by her staff and faculty during her tenure. The blog had received media attention, and Dr. Gupta never got the opportunity to tell her side of the story. She also wanted to share her insight on how to cope with cyber-harrassment with the media, and become recognized as an expert in that arena.

Via O’Neal Media Group’s outreach to the media, within a few months, Dr. Gupta became a nationally recognized media source, and was able to share her insight in many print and radio outlets. In addition, O’Neal Media Group created an investigative blog: “Cyber-Harassment in Academia: Dr. Gupta Speaks Out,” to counteract the libelous information that was still out in cyberspace.

Today, Dr. Uma Gupta has been able to move on and establish an enterprise that offers educational tours of India, her homeland. Working with O’Neal Media Group’s sensitive approach to addressing cyber-stalkers on her behalf, helped create balance in terms of how she is perceived by her audiences.

CASE STUDY

Client: Women’s Online Magazine

Project: Articulating the Benefits of Operating a Local Version of Women’s Online Magazine to Attract Potential Co-Publishers

Lead Publicist: Jackie O’Neal, O’Neal Media Group.

jackieoneal@helloworld.com (609) 334-8621

A Targeted Communications Plan Keeps Your Company Focused

Many small business owners fail to realize their objectives in a timely fashion because of lack of sound planning.

Women’s Online Magazine hired O’Neal Media Group to create a communications plan at a stage in their business when they began selling licenses to operate local editions of the magazine. The communications plan included key messages targeted to a variety of audiences: bloggers, tech- savvy entrepreneurs, and social net workers.

As companies were pulling their advertising from traditional print publications during uncertain economic times, and turning to online venues for advertising needs, Women’s Online Magazine was poised for success. O’Neal Media Group’s expertise in using secondary research to formulate objectives, and key messages brought to light the benefits to potential publishers in operating a local edition as follows:

Online magazines can provide the single most effective grass-roots platform to distribute up to date information.
A total of 30 million Americans use the internet to get news and information every day.
Online venues can provide flexible communications platforms allowing for cost-effective publishing of multi-media content.
A Ford Foundation Study demonstrated that 69% of Internet users said that pop-up ads detract from a site’s credibility. Since WOM is easy to navigate, and has no pop-up ads, it will attract traffic and return visitors.

Within a few short months, O’Neal Media Group was able to communicate and distribute messages about the value of operating a local version of Women’s Online Magazine far and wide to gain visibility and potential publishers for WOM.

O’Neal Media Group shows consistency in conducting research and developing key messages.

More Case Studies:

Client: Arts To Grow

Project: Building Aawreness of Arts To Grow programs:

Arts To Grow is an arts-in-education non-profit based in the New York metro area. Hundreds of thousands of children in the New York City metro area attend schools that have little or no access to the arts. Arts to Grow (ATG) seeks to remedy this inequity by offering inner-city children the chance to explore the visual, literary and performing arts. ATG has partnered with area public schools and community-based organizations to provide a variety of classes to at-risk kids between the ages of 5 and 18. Executive Director, Mallory King needed public relations support in creating greater awareness of her non-profits programs. Through O'Neal Media Group's feature writing specialty, Arts To Grow was featured in USA Today.com, The Seattle-Post Intelligencer online, and Women's Online Magazine within a short period of time. I went to work immediately interviewing the organization's key teaching artists and administrators to create a series of articles. In addition, Mallory King did a series of radio interviews. We created a captivating online press kit for Arts To Grow that included press clippings, and suggested interview questions for the media.

Here are the questions I pulled together that garnered media attention and resulted in the feature stories and radio interviews:

1) How does arts- in -education enhance classroom learning?

Students who become in engaged in the creative process gain a myriad of skills and habits of mind that make them more successful classroom learners. Students learn discipline, focus and how to explore a subject deeply. At the same time, they gain confidence, the ability to work well in teams and become excited by the act of discovering new things.

2 ) How long have you been running Arts To Grow?

I founded ATG in September 2005. In February 2005, I left my position as Executive Director, Brooklyn Youth Chorus Academy and spent the next several months honing the concept, doing market research and speaking to dozen’s of leaders in both the after school field and the arts education field. In September, 2005 we launched our first three initial pilot programs at after school programs in Manhattan and Hoboken, NJ.

3) Who/how did you come about? Tell us something about a key person/founder behind Arts To Grow.

Mallory King is the Founder and Executive Director of Arts to Grow. A native New Yorker, and a product of the public school system, she understands first hand the value and life-long impact of arts education. She has more than twenty years of work experience in nonprofit and artist management in New York and Boston.

4) What did they do before? What was their motivation, their other interests?

Most recently, Mallory served as Executive Director of the Brooklyn Youth Chorus Academy. She has provided fundraising consultation to Yo-Yo Ma’s Silk Road Project, led strategic planning for the Triple Helix Piano Trio, and created audience building and marketing strategies for the public programs of the Museum of Fine Arts, Boston.

In addition, Mallory has served as Development Director for The Academy of American Poets and as Director of Corporate and Foundation Relations for the YMCA of Greater Boston. As a development professional, she has raised over $1 million in annual funds from public and private sources. She has also managed performing artists, booking national concert tours and securing major press coverage. sources. She has also managed performing artists, booking national concert tours and securing major press coverage.

Mallory was motivated to create Arts to Grow to fill the large gap in opportunities for low-income young people to learn and grow through involvement in high quality arts learning programs.

5) Describe any highs and or lows you have experienced- personally or in operating Arts To Grow as a whole?

It is so exciting to kids become engaged and excited by the process of creating and then to showcase their new original work, and new skills at the conclusion of a session in front of parents, peers and community members.

It is also very gratifying to watch relationships with our program partners grow over the years, and find the heart of the value we bring to the table in making possible new opportunities at each of our program sites.

The lows are repeatedly finding more unmet needs and a severe shortage of financial resources at Arts to Grow to meet these needs – We currently have over 50 schools and community organizations that would like to partner with Arts to Grow but neither they nor ATG have the resources needed to bring together new programs.

6) Is there anything unique to how you are doing things? What’s your approach?

Our approach is unique in several ways:

Our programs are created and designed specifically to meet the needs of youth attending already existing after school programs at school and community organization in inner-city neighborhoods.
Each program is individually tailored both in terms of curriculum and structure to meet the needs of our program partner and the individual group of kids attending.
We focus a lot of attention on developing on-going clear communication between our Teaching Artists, Arts to Grow staff and our program liaisons at the our partner school or community organization
What Makes Us Different Arts to Grow brings to the field a unique combination of:

Passion for engaging kids in the arts as a catalyst for social change
Meeting the needs of schools and community organizations with individually tailored programs in all arts disciplines
Effectively establishing value-added partnerships between educators, teaching artists, students, volunteers and business leaders
Sole focus on providing urban kids with arts learning opportunities in their own neighborhoods, free of charge.

7) Tell us a key frustration working in your field and how you overcame it.

In our field there are never enough financial resources to meet the tremendous need. To continue to expand our programs and put ATG’s hard earned cash to direct benefit to the kids we have built an outstanding team of over 100 skills-based volunteers and pro-service providers whose expertise and skills execute and manage projects in every area of our organization aside from teaching the kids where we employ highly qualified teaching artists to work directly with the children.

Do you think the arts plays a role in developing critical thinking skills in young minds?

Absolutely! Training in the arts improves cognition. Music, acting, and dance improve a range of life and academic skills.
Many after-school educators who incorporate the arts into their programs say that the arts promote interdisciplinary learning, engage students who would not otherwise excel, and help reveal students’ hidden talents.

See the Needs/ Benefit section of our website at http://www.artstogrow.org/about/Need/Benefit.html

9) What are some challenges you face in operating a non-profit in uncertain economic times?

How to engage potential donors in understanding the amazing impact that their financial resources will make possible. In these difficult economic times, when so many unmet needs exist, it is every more challenging to showcase why a donor’s limited resources are so wisely spent supporting Arts to Grow.

10) Tell us about your local community. Is there anything in the news-for whatever reason- you want to share your thoughts on?

The metro New York City area a leader in the arts and culture field for so many years, should now become a leader in educating our young people through learning in the arts.

11) What led you to have a passion for the arts and express it through bringing teaching artists into the schools?

Mallory brings to Arts to Grow a deeply rooted understanding of the artistic process having grown up in a family of artists. Mallory studied classical guitar, her father is a visual artist, her mother a poet, and her sister danced professionally for twenty years.

It has been Mallory’s lifelong passion to develop new audiences for the arts by engaging young people in the creative process.

12) Tell us all about a hobby, a life experience, for example, one that makes you laugh, a challenge or something you are proud of.

I love nature and enjoy hiking, biking, canoeing and camping. I especially enjoy sharing the outdoors with my two children daughter, Satrianna age 9 and son, Kirin age 6.

13) How do you envision Arts To Grow in the future?

I envision Arts to Grow as the partner of choice for metro area after school and summer programs who wish to incorporate arts learning as an important component of their offering to neighborhood children.

I envision Arts to Grow as a leader in the teaching artist field exemplifying best practices in teaching artistry, in teaching artist training, and employment practices.

14) Can Arts To Grow be replicated in other communities?

Absolutely. Children in every community can benefit from opportunities to learn and grow through participating in the artistic process. All communities offer children out of school time activities to enrich their learning in school and all communities have artists who are interested in sharing the creative process with children.

15) What advice do you have for artists in terms of the importance of leaving a future legacy?

For those artists who enjoy and are feed by sharing their creative gifts with children, the growing field of teaching artistry offers a unique opportunity to be both an active artist and a teacher at the same moment in time.

Sample of Media Coverage For Arts To Grow:

Press Clippings:

Read Full Story:

NYC Theatre Artist Draws Inspiration From Teachhing Inner-City Children

Read Full Story on WOM

USA TODAY.com featured results:July 23, 2009: "Resident Theatre Artist Helps Children Explore Theatre Arts"

Resident Artist Helps Children In Newark Explore Theatre Arts:

Theater artist, Kent Jackman points out that his passion for the arts can be traced to genetics, and in his early childhood experience drawing cartoon characters. "I've always been an artist.It started for me, first as a child drawing cartoons. I'm sure it stems from my father's DNA. He was a draftsman early in his career and I was intrigued by paintings he created of Mickey Mouse, Donald Duck and Woody Woodpecker," he said. Since early July, the veteran teacher with three decades of experience, has been teaching a theater workshop for 9-13 year olds that meets twice weekly at the Academy Street Firehouse, in Newark, New Jersey. Jackman is one of the Arts To Grow resident teaching artists, and the non-profit serves over 300 children ages 5-14, through nine organizational partnerships including The Academy Street Firehouse.

.

Newark Topic Page

Kent Jackman Interview on Malarky News

Read Arts To Grow Feature Story In Ground Report

.Mallory King, Founder of Arts To Grow interviewed on Internet Voices Radio May 26, 2009

Live Radio Interview:

Host: Lillian Cauldwell

Demographics: http://www.internetvoicesradio.com/demographics.htm

Audience Size: 1/4 of a million listeners

Project: Harnassing The Power of Social Networking:

The Power of Creating A Company Social Networking Site

The popularity of social networking sites cannot be overstated. Statistics estimate that Facebook reports an average of 250,000 new registered users per day since 2007. Online venues can provide the single most effective grass-roots platform to distribute up to date information to target markets. But what if you could bask in the glory of your target market coming directly to your door? It's possible if you build your own social networking site.

Jackie O'Neal, founder of O'Neal Media Group Inc. wanted to leverage the work she is doing as a publicist, by creating her own social networking site, Media Connections Lab, a social networking site that brings together authors, radio/TV hosts, book reviewers, journalists,and supporters for the purpose of matching author/experts with radio/TV producers, book reviewers and print and online journalists or bloggers.

"Launching Media Connections Lab allows me and my team to continue to cultivate relationships with new authors, and media seeking informative/entertaining experts, all in one great space," she says.

O'Neal says: "In my past relationships with media, I was proud to offer trends, statistics, and experts. Now with Media Connections Lab I can add more value by also promoting the media outlets I work with, in addition, to finding them guests at a moment's notice. I not only promote the show via my site Directory and forum, but I also write a feature story about the show host for the blog. All of my content is syndicated, so when I distribute the feature story, the story gets national coverage. Ken Hudnall, host of The Ken Hudnall Show, as a result of the feature story we distributed, gained 20,000 new listeners within a few days because USA Today picked it up."

"I find my phone conversations with media are more rewarding both ways since I've positioned myself as an insider and connector, and am privy to valuable information from the type of future segments planned, to the stas. It's a valuable way to pitch stories, and make new connections. In the process, I've increased my visibility, and gained new clients."

O'Neal says the best way to know whether you should operate your own social networking site is to first examine the following:

Whether you already have an online presence strong enough to support the project
If you already are well-versed in participating in forums and networking
if you are ready to invest time in online marketing, or hire someone who can do it for you

Notes To Editors:

1.Jackie O'Neal is the founder of O'Neal Media Group a public relations consultancy that helps entrepreneurs get noticed, and stay noticed.

A talented public relations strategist, one of Jackie's specialties is writing a targeted communications plan so her clients can meet their most important objectives, and stay on track.

Her company, O'Neal Media Group can deliver value and enhance your market recognition, increase your visibility, and meet your public relations goals and most important of all- get you results by:

• Focusing enthusiastically on your needs and delivering 110%
• Walking many extra miles to assist you achieve your goals
• Representing you and your company in the utmost professional manner
• Using the best technology in the industry to create press kits, relational contact management, and fast press kit updates when breaking news
• Tailored services based on your organization's needs that translates into a stronger message being portrayed through PR
• Consistency and trust whereby when new opportunities come up that will benefit you, we will keep you appraised.
• Assurance that we make every effort to completely understand your market.

A gifted creative writer, since 1992, Jackie also specializes in writing features for her clients that gets them attention on syndicated outlets. Before establishing her enterprise, Jackie worked as a journalist and her writing has appeared in The New York Amsterdam News, The Press of Atlantic City, Mar Magazine among others.

She holds an M.F.A. in creative writing from the renowned Sarah Lawrence College in Bronnxville, N.Y. In addition, she holds a Masters degree in Sacred Theology from Agape Seminary.

She began her career as an English teacher in New York City 20 years ago, and since then has been nominated for an Excellence in Teaching Award 2007 from Atlantic Cape Community College in N.J. She has also been on the faculty of York College of the City University of New York.

2. Jackie O'Neal can be reached on 609 334-8621 and via e-mail: onealmedia@live.com

3. Jackie O'Neal is fluent in Spanish and would be happy to speak with ethnic media in the Spanish-speaking market.

Case Study: The Ken Hudnall Show
Project: Attracting quality guests and increasing audience size: Ken Hudnall, the host of The Ken Hudnall Show on Blog Talk Radio.com after joining Media Connections Lab,received attention on USA Today.com that ran the feature "Radio Host Leaps From Terrestrial Radio To Internet." As a result of the national media coverage, Ken reported his listening audience on The Ken Hudnall Show, increased by 20,000 within a few days.

Ken Hudnall, host of The Ken Hudnall Show needed to find more compelling guests for his show that featured topics related to the paranormal. O'Neal Media Group rolled up its sleeves to send out a query via ProfNet, a professional service we use to attract more media opportunities for our clients. ProfNet is a resource many journalists and TV/radio news producers seek experts/business owners to interview for their stories. Within a few hours, O'Neal Media Group received an overwhelming response for potential guests, and The Ken Hudnall Show's guest calendar was quicky fully booked for months ahead. The quality of the guests were so outstanding, that Ken Hudnall within a few months, was contacted by a radio syndicator and made a leap forward toward future syndication in 300 markets nationwide. After we wrote a feature story that ran on USA Today.com, Ken reported his audience had grown by thousands of listeners virtually overnight.

Here is the feature we wrote for The Ken Hudnall Show that resulted in a significant increase in listeners:"Radio Host Leaps From Terrestrial Radio To The Internet"

Throughout my career as a publicist, I've had the distinct privilege of meeting experts in the broadcasting industry, as well as outstanding radio and TV hosts. I realized that offering interesting guests for their shows was not enough. I wanted to create a space where I could also help them promote their show, and at the same time, let them know how much their work is appreciated, so I created Media Connections Lab.

At one time, I was working with authors whose books fell in the "mystery" genre, and some wrote stories related to the paranormal. Though some critics may consider the paranormal "strange," it continues to enjoy increasing popularity. During that time, many of the authors were interviewed by Ken Hudnall when he was on terrestrial radio. Since then his audience has exploded as he sought wider exposure.
"I do a radio show on blogtalkradio.com which is heard worldwide. I took my terrestrial show, reformatted it and went to the Internet. My audience is over 30 times greater here than on the terrestrial radio. I interview psychics, researchers of the paranormal. authors and others of note as well as tell stories of lost treasures, unsolved mysteries and hauntings," he said.

When asked what is unique about his approach to radio, Ken said he prefers to be informal. If you listen in, you will notice how conversational his tone is, and that kind of simplicity juxtaposed to controversial topics can make a strong impact on the audience.

"I deal with everyone in a very informal, non-judgmental fashion. I do not do "interviews", but rather its like sitting on the front porch and talking to a friend. I also do not cut people off, everyone is encouraged to have their say as long as it is not obscene or inflammatory," he said.

He said he got started in the radio industry, while working as a magazine editor. After talking with one of his writers, he learned of their radio contacts at a local station. "I mentioned to her that I had always wanted to do a radio show, and two weeks later I am sitting in a studio in front of a mike and the producer says you are on the air," he said.

Based in El Paso, Texas, his radio show has an international audience, as a result of having switched to an online format. He said El Paso remains his home because he purchased a house in the area just before his retirement.

Ken admits he's been tempted to go off the air, but his wife, Sharon continues to encourage him to press on. "She is continually coming up with novel approaches that result in the show staying fresh and exciting," he said.

Outside of his work as a radio host, Ken is involved in authoring books, and other pursuits. I collect unusual historical stories, conduct ghost tours locally and go on ghost hunts with a local paranormal group. The results have been mind blowing," he said.

Ghosts and ghost hunting may sound eccentric to the average Joe, but Ken finds it challenging and worthwhile. He recounts a story about how his paranormal group made contact with an ethereal presence while investigating a haunting. "On a recent Friday night at about midnight, I was on a ghost hunt at a manufacturing facility that is well over a 100 years old and has been shut down for over 30 years. We were in one of the buildings that has a history of paranormal happenings. Very clearly several of us heard a female voice humming a tune. There was no question that there was an entity present. It also set off two motion detectors," he said.

Ken shares a strong affinity with the historical landscape of El Paso. He's well-versed in its intricacies. "El Paso is the gateway to the old west and a place that has seen a lot of violence over its long history. This is also the place where Europeans first set foot on the North American continent," he said.

As far as his leap from terrestrial radio to the Internet, there were some struggles in the beginning, mostly due to politics.

"Recently, I discovered that politics has invaded the radio world. In this current political administration, there has been a move to try and remake the airwaves into a pro- government cheerleader. This has included an attempt to remove conservative white talk show hosts. I am also 100% disabled and this is also not politically correct. The needs and desires of the audience is also not long considered. For these and several other reasons,hence my move to blogtalkradio.com where none of these pressures exist. Earlier this year, I was attacked on the air by the aide to a very powerful congressman. I responded to this attack and the result was that the congressman was embarrassed. The Congressman than asked the General Manager of the station to remove my show from the air and the General Manager was happy to oblige," he said.

Ken Hudnall, not a man easily daunted, was recently asked by a local community member if he would run against the congressman in the next election. Although plans are not firm yet, Ken said he is considering the proposal.

Despite the stormy episode that forced him to move on to the Internet, Ken Hudnall exudes more confidence, and is more energized than ever. "My original show om 1989 resulted me writing my first book which is still selling well. This original book will shortly be released in its fifth edition. Since that time I have written over 30 books and the show is a great platform from which to release them. We are now moving into e-books, audio books and videos," he said.

When Ken Hudnall is not out investigating hauntings, and hunting ghosts, his other passion is hunting dynamic guests for his show, The Ken Hudnall Show on Blog Talk Radio.com.

To Learn More, Visit Ken online: http://www.blogtalkradio.com/Ken-Hudnall

Case Study and Testimonials:

Project: Authors in Need of Affordable Yet Captivating Book Trailers and Broadcast Interviews:

Clients: Sharon Gupta, Linda Richardson, Erica Miner, Bill Joyce, and other Media Connections Lab authors

Many of the authors who form part of Media Connections Lab, the social networking site I created, rave about the media connections they make on the site while networking. Knowing the authors strive to promote their books, I personally e-mail them media leads and connect them with broadcast outlets. These actions result in media placements.

Author,Sharon Shefali Gupta says:

"A big thank you for the wonderful book trailer you did for TOOFANI DAYS, VALENTINE NIGHTS. My sister Kareena, who lives in Spokane, also joined your Media Connections yesterday, and so did my epublisher in London, Torquil Riley-Smith. They're both very impressed with your site."

I look forward to a long and fruitful association with your agency

Linda Richardson, author of How Well Are We Playing This Game Called Life is awaiting the release of her new book, and needed a feature story and book trailer to get some intense buzz going. Media Connections Lab wrote a distributed a feature "Retired Army Veteran Pursues Life-Long Learning," and she received coverage on several influential blogs like The Seattle Post-Intelligencer.com. Linda says, "Thanks Jackie, for revealing such a creative piece on me. I love you for it!"

Jackie O'Neal, creator on Media Connections Lab captured the imagination of Internet Voices Radio producer, Lillian Cauldwell, and was booked or Sept. 29,2009 to discuss
how authors and Radio/TV hosts can meet online without spending a dime.

http://www.internetvoicesradio.com

Erica Miner, award-winning author of Four Ever Friends and Travels With My Lovers needed a book trailer to promote on Facebook. Media Connections Lab got right to work, and she said:
Jackie,
Wow, the video is amazing. I love it. I can't wait to share it with my Facebook crowd.

Erica Miner
http://www.ericaminer.com
http://mymediaconnections.ning.com/video/erica-miner

Several radio talk show hosts agreed to be interviewed by Media Connections Lab to share their insight on what they look for in guests.
"Inside The Mind Of Radio Talk Show Hosts"
The feature story ran on USA Today.com San Francisco pages
http://content.usatoday.com/topics/article/Places,+Geography/Towns,+Cities,+Counties/San+Francisco/030zbEa0V4gEj/1

Chris Tatevosian, author of Life Interrupted says:

"I am an author who views the Media Connection Lab as a valuable tool for promoting books like my self-help memoir Life Interrupted, It's Not All About Me. The book I have written to help those in similar situations deal more positively with distresses to one's relationships as a result of life being interrupted by chronic illness or disability."
-Chris M Tatevosian

Aurea McGarry, host of PBS Live Your Legacy TV reports what happened as a result of the new book trailer created by Media Connections Lab:

"I thought I would share this with everyone. An Amazon book reviewer contacted me last week and wanted to do an online interview with me about my book titled "I Won't Survive, I'll Thrive." Which is available on Amazon and all the online book stores. So if you click the attachment below you can read his interview he had with me. If you like it, please feel free to forward it along to others. I wrote it to give people hope in love, life, faith, business and in Miracles. Most of you know about one of my miracles which is that I should not be able to speak above a faint whisper after my cancer surgery removed the left nerve to my vocal chord in 1999, along with many other vital organs. But I am speaking and doing it for a living on radio, TV and now as a national traveling trainer and Platinum Director with Trump Network."
-Aurea Mcgarry, Live Your Legacy TV (PBS)
posting of my interview with Norm Goldman.

CLICK POSTING HERE....
http://www.bookpleasures.com/websitepublisher/articles/1160/1/Meet-...

Anita Wills needed some fresh book promotion, so Media Connections Lab wrote and distributed a feature story "Genealogy Serves As Catalyst For Book On African-American Issues," and created a book trailer. These were packaged in a social media campaign whereby the feature story received hundreds of views the first day it was published. Anita Wills says: "Dear Jackie, This video is amazing, and took my breathe away. You breathed new life into my project. I cannot wait to share this video with my family and friends."
Anita Wills

Louise Uwacu, founder of POSITIVISION, and author of Nightmare of a POSITIVISION needed to promote her charitable endeavor nationally. Media Connections Lab wrote and released a feature story on her organization. USA Today.com and other outlets ran the story. Lousie says: "I saw your work and the piece and the trailer, it is all so well-done, and so good. I appreciate the coverage. Thank you for keeping it authentic."
Louise Uwacu, Author & Speaker
POSitivisionary* C.E.O.
With a POSITIVISION*, success is our only option www.onepositivision.com

Author, Bill Joyce sees writing as an adventure, and he wanted to raise his profile. so Media Connections Lab interviewed hin for a feature story. Bill Joyce says:
"Thank you Jackie. I appreciate your kind and thoughtful words. I will continue to watch and see how this new adventure shapes up."

Bill Joyce, President
Vision Management

Erica Miner was a featured guest on Web Talk Radio, "Relationships 101" hosted by Dr. Beth Erickson
Hi Jackie,

Thanks so much for putting me in contact with Dr. Beth. The interview went very well today, and she also referred me to her Lit Agent, which hopefully could lead to some representation for my upcoming books. I’ll let you know when the interview podcast is available.

Cheers,
Erica

Erica Miner
Author of Travels With My Lovers
Fiction Prize Winner, Direct from the Author Book Awards
http://www.ericaminer.com

The Value of Writing Feature Stories For Clients:

Since all of my content is syndicated and my passion is writing, I love to create an editorial story idea grid for my clients. Depending on their industry, the possibilities for seasonal angles are vast, and I enjoy pulling the story ideas together with my client's input, and sometimes without. I spend hours getting to know my client's industry and researching studies so I can more or less walk in their shoes for awhile. I use my intuition and my research skills for this process. Here is a sample of an editorial grid I created for one of clients who is a psychotherapist and author:

My note to the client:

I will be sending you the companion e-interviews, so I can then create the narrative for the features. Feature stories are more colorful and engaging than press releases. We had such good feedback from "Retire Spiritually Rich" that I felt it was important to keep offering them to the public and media.
Jackie

Note the story I mention, "Retire Spiritually Rich" ran on USA Today.com and my client was really pleased. She had wanted to leverage coverage she had garnered in Fortune magazine, yet she had not been quoted, but rather her husband took center stage in that piece. I suggested I interview her on the same topic the Fortune article addressed: retirement, but add her insight on living well spiritually. It was a great success and one I'm very proud of!

Month Events PR/Activities Target Media Evaluation

October Emotional Wellness Month Write feature story for distribution based on e-interview with Dr. Erickson: "How To Cultivate Emotional Wellness In Every Day Life."

Statistics estimate that persons think on average 50,000 thoughts a day. In point of fact, these can be either positive or negative.

This article will teach the reader to pursue the poisitive side of things every day. By so doing, one can tap into emotional welness.

Create a companion video for distribution
Wellness blogs and magazines

Radio/TV hosts (national and regional)
Monitor number of page views and new readers

Monitor comments and feedback from readers

Monitor ways to leverage relationship with radio/TV hosts for future appearances

Month Events PR/Activities Target Media Evaluation
November Nat'l Family Caregivers Month

Nat'l Alzheimer's Disease Month
Re-cycle "The Long Goodbye: Caring For Alzheimer’s Patients"

Create a video highlighting tips from the article

Distribute a national media advisory using quotes from the article
Radio/TV Hosts (nat'l and regional)

Bloggers

Journalists
Monitor:

page views

new readers

feedback from readers

number of media placements

December Holiday season Write and distribute a feature story based on interview with Dr. Erickson. "Let Your Inner Compass Direct Your Self-Improvement During the Holidays"

May Sarton wrote: " A holiday gives one a chance to look backward and forward, to reset oneself by an inner compass."

The article willl look at ways persons can improve, and use holiday time to become a better person. This can be a challenge since holiday time can often bring the worst out of some individuals, but Dr. Erickson will also offer tips and insight on how persons can reset themselves with new goals and behavior.
Radio/TV

Journalists

Monitor:

Page views

New newsletter sign-ups

Feedback from readers

Number of Media placement

January 2010 New Year's Resolutions Write and Distribute a feature story:

"Using Your Mind To Come Up With Fresh New Ways To Function Better In Life"

Earl Nightingale wrote: "Your World is a living expression of how you are using and have used your mind."

This article will provide tips and ideas for individuals to learn how to have more rewarding work, family, and leisure experiences in the New Year and on.

A national media advisory can be released via ProfNet for wider coverage.

In addition, a companion video can be created and distributed.

Radio/TV

Journalists

Bloggers
Number of media placements

Feedback from readers can be monitored

Article views can be monitored

new website traffic can be monitored

Sampleof Media Coverage : Dr. Beth Erickson:

Book Review By Radio Host, Lillian Caudwell:

Book Review

By

L S Cauldwell

Marriage isn't for Sissies

By

Dr. Beth Erickson

Let's start at the very beginning; a very good place to start. Marriage isn't for Sissies by Dr. Beth Erickson starts at the very beginning with couples and other folks interested in having a good marriage. Dr. Erickson provides the reader with seven keys to determine how to have a good marriage while at the same time maintaining it to the satisfaction of both partners. It's a working relationship where 50-50 isn't always on the table. Read it. Weep if you must, but then implement what you've read and learned. Life gets complicated, but with Dr. Beth Erickson's help, it's not impossible to live happily ever after.

Press Clippings:

Oct. 23, 2009

BEHAVIOR: Contrary To What Feminists Have Said, Men Are Not Disposable

Dr. Beth Erickson, Ph.D., speaker and author based in Edina, Minn., can discuss why both fathers and mothers are important in children's lives: "In light of the The Shriver Report, the share of women who are unmarried has skyrocketed: 40 percent of women over age 25 are now unmarried and a record 40 percent of children born in 2007 had an unmarried mother. While divorce rates have fallen, many women delay and some never even enter marriage.
Is society chalking fathers up to be superfluous, so that fathers are internalizing the cultural norm? Fathers and mothers are not identical or interchangeable parts. With their reciprocal roles, each offers the child unique elements that contribute to its intellectual, psychological, and social development. Both parents together and separately provide the supplies that are vital ingredients required for building a positive self-image
for children and for helping them figure out how to constructively participate in society."

Dr. Beth Erickson Quoted In:

Oct. 15, 2009

The Impact of Marital Problems On Worker Productivity:

"Businesses need to relaize that marriage and divorce affect their bottom lines. Not only will people in a happy marriage be better, more productive workers, but also, they will be able to enjoy the safety and security of knowing someone is in their corners and their family is taken care of. This means they have the free attention to focus on other,
more creative pursuits. All of this makes them better employees."

Oct. 19, 2009
"The Connection Between Happy Marriages And A Thriving Workplace"
Read Full Story

August 7, 2009:

Dr. Beth Erickson on Health Care Reform:

"People in unhappy marriages cost American businesses $6.8 billion a year in absenteeism; pre-absenteeism; higher health care costs; and more depression, anxiety, domestic violence and chemical dependency. In these tumultuous economic times, problems that are left unattended become costly to businesses' bottom lines, as well as individuals' and families' emotional health and success. These could be addressed before people become statistics, if everyone had access to adequate health care. Health care should not be just the province of the privileged or those employed in big-enough businesses that provide health care coverage."

Edmonton Journal:
"Living or dead, a father leaves 'indelible mark'
Daughters struggle to cope with early loss of first male role model in their lives"

By Jodie Sinnema And Elizabeth Withey, The Edmonton Journal June 21, 2009

Read full story: http://www.edmontonjournal.com/Life/daughters+remember+their+fathers/1717900/story.html

Tuesday, June 2, 2009
Give me a break, or I'll take my own
Moms share some ideas for a quick personal time out.
By CARINE NADEL
For The Orange County Register

http://www.ocregister.com/articles/break-kids-time-2439949-mental-boys

Dare to Ask: How much time should dads spend with their daughters?
By Phillip Milano Wednesday, Apr. 29, 2009
Jacksonville.com

Read The Full Text

Expert says

Dads and daughters, read this and get bonding:

• Quality and quantity of time together are important.

"So much of imprinting of children goes on in day-to-day living," said family therapist Beth Erickson, author of "Longing for Dad: Father Loss and Its Impact." "If Dad's not there when she's disappointed over her first love, that's hard to re-create once the tears have passed."

• Girls often blame themselves for an absentee dad.

"Women are socialized that their success arena is in relationships," she said.

• As a result, things can get screwy for a girl while dating or during marriage.

"They can carry this 'not good enough' mantle the rest of their lives, unless a psychotherapist helps them correct it," Erickson said. "There's a sense of unworthiness, no matter how many times someone tells you you're loved. ... In extreme cases she'll prove herself unworthy by having affairs."

• Girls learn how to relate to men by how they relate to their father. Dads also provide encouragement.

"His job is to be a safe male for her to experiment with her femininity ... to learn she can be admired by a man without it boiling down to sex," Erickson said. "Dad also tells her, for example, if she's climbing a tree, to see how high she can climb."

• Dads: If you can't always be there because of a job or other reason, explain why.

"Make sure the kids know it doesn't mean you don't love them. In the meantime, do things like leave Sticky notes that say 'I love you' or 'I'll miss you today.' And try to be there when you are there. Play Scrabble, or sit and talk with them. For girls, it can protect them from blaming themselves."

"When Welfare Moms Reach the End of Eligibility: Able Bodies, Disturbed Minds"

April 12, 2009

By Jackie O'Neal

Also Published April 5, 2009 in The Seattle Post-Intelligencer Online edition

Excerpt:

When persons find themselves in dire circumstances, they sometimes tend to "hold a grudge against God," wrote Dr. Beth Erickson in LONGING FOR DAD:FATHER LOSS AND ITS IMPACT. She further notes that father loss "because it has so many subtle and specific dimensions, can raise unique spiritual questions."

And a new University of Chicago study on Urban single mothers nearing the end of their welfare eligibility shows single mothers are more likely to have substance use and psychiatric disorders than women in the general population, and often do not receive treatment.

So if single urban mothers are confronted with serious behavioral health issues, the researchers said the consequences of terminating welfare assistance are worthy of further investigation, given the potential for adverse effects on both mothers and their young children.

Welfare mothers who are considered able bodied appear not to be ready to enter the workforce as productive workers, if their emotional health is at risk. In order to break the cycle of dependency, welfare reform legislation is not enough. Attacking the root cause of what places women in such a vulnerable position is a much more meritorious pursuit. Some believe that communities and private charities can help the poor more effectively than government can.

And still others like Dr. Beth Erickson say that the problem is far more complex and has it roots in a girl's relationship with her father which provides a blueprint for all other relationships with men and with the outside world.

"Can Your Marriage Survive The Poor Economy?"

March 26, 2009

By Carine Nadel

Read full text : http://www.ocregister.com/articles/marriage-way-erickson-2344653-don-learn

The Christian Science Monitor

"Charities fight the tide of do-gooder fatigue"

By Daniel B. Wood ,Staff writer of The Christian Science Monitor

Quote:

Compassion fatigue

Compassion fatigue is one reason Dr. Erickson believes volunteerism has dropped.

"Our nightly news is riddled with very few good news stories. Wars, corporate and political scandals and ethical breaches have made us not only weary but also wary of others. So a "bunker mentality" has developed, where people keep to themselves and don't worry about anything but insulating themselves from the world and the latest bad news. We simply have to turn that around," she says.

USA TODAY

August 31, 2007 Friday
FIRST EDITION

Off to work they go, even after retirement age;
Many people don't want to quit, even if they can afford it

By Sandra Block

Quote:

Beth Erickson, of Edina, Minn., says she has no plans to retire, because at 62, she's enjoying one of the most productive periods in her career. A psychotherapist for more than 30 years, she's also working as a motivational speaker, business consultant and life coach.

"My life's purpose is not to sit on the couch and read novels and play bridge and golf once a week," she says. "Those are fine pastimes, but they're not the center of what gets me up in the morning."

And from what she sees and hears, Erickson doesn't think her work ethic is all that unusual anymore.

"I have a friend who turned 70 in February," Erickson says. "She's still working and fully intends to" keep working.

"They're going to have to take people like us out of our offices feet first," she says

September 16, 2007 Sunday

"Relationships: Alone or lonely?"

BY Gail Rosenblum, Star Tribune, Minneapolis

Quotes:

1.It's when people move to extremes -- too much need to be alone or to be with others -- that therapists and others get nervous.

"More and more in this age of electronic communication, people aren't just alone, they're lonely," said Beth Erickson, a Minnetonka life coach who has studied relationships for 30 years. "Many people become socially isolated, which can be life-threatening."

2. No less worrisome are people who feel compelled to be around people. "They don't have a choice," Erickson said. "They become relationship addicts." This group, she said, is cheated out of fully coming into their personal power. "The greatest life satisfaction comes from knowing who you are," she said. "If you're always seeing yourself in relationship to others, it can feel too risky to say, 'I am I.' It takes internal strength and self-knowledge to be genuinely intimate."

"All Together Now."
BY, Lynne Meredith Schreiber,
Better Homes & Gardens; Oct2007, Vol. 85 Issue 10, p194-195,

The article offers tips on how parents and children can spend quality time at home. Mother of two children, Tanya Ehrlich says that having dinner together is very important for the family. She also makes it a point that she balances workday demands with time for family. Psychologist Beth Erickson suggests that parents reinforce the idea that they are a family and that they do things together.

"Families of fallen officers recall anguish"

By Donna Gehrke-White and James H. Burnett III, The Miami Herald

The Miami Herald (Florida)

Distributed by McClatchy-Tribune Business News

September 20, 2007 Thursday

Quote:

Officers' families liken their stress level to what's experienced by relatives of military combat troops -- "a special challenge every day that few of the rest of us can comprehend," said Dr. Beth Erickson, a Minnesota psychotherapist who has counseled police officers and their families.

"Every time that person leaves, the family doesn't know if it will be the final time or not," Erickson said. "Those families live in a constant state of suspended animation, going through life as if there's no real and present danger. Otherwise, how could they say goodbye every morning?"

The Record (Stockton, CA)

July 30, 2007 Monday

"Should kids have their own rooms?"

BY Jennifer Torres, The Record, Stockton, Calif.

Quotes:

1. Beth Erickson is a Minnesota family therapist who works with adult siblings.

The shared childhood bedroom, she said, can be a laboratory for learning how to manage relationships.

"They get to figure out how to share responsibilities, and they learn how to negotiate with each other," she said. One sister might want to stay up reading while the other thinks it's time for lights out, for example. Together, they can work out a reasonable compromise.

2. Erickson agreed. While learning to share and compromise is important to successful adult relationships, so is learning to be independent, she said.

"Having one's own space to retreat to is a way to say, 'Look, I've got to have time for myself,' " she said.

"When Welfare Moms Reach the End of Eligibility: Able bodies, with psychiatric disorders. A Spiritual Issue?"

Thursday 5 March 2009

"When persons find themselves in dire circumstances, they sometimes tend to "hold a grudge against God," wrote Dr. Beth Erickson in LONGING FOR DAD: FATHER LOSS AND ITS IMPACT. She further notes that father loss "because it has so many subtle and specific dimensions, can raise unique spiritual questions."

And a new University of Chicago study on Urban single mothers nearing the end of their welfare eligibility shows single mothers are more likely to have substance use and psychiatric disorders than women in the general population, and often do not receive treatment. So if single urban mothers are confronted with serious behavioral health issues, the researchers said the consequences of terminating welfare assistance are worthy of further investigation, given the potential for adverse effects on both mothers and their young children.

Welfare mothers who are considered able bodied appear not to be ready to enter the workforce as productive workers, if their emotional health is at risk. In order to break the cycle of dependency, welfare reform legislation is not enough. Attacking the root cause of what places women in such a vulnerable position is a much more meritorious pursuit. Some believe that communities and private charities can help the poor more effectively than government can.

And still others like Dr. Beth Erickson say that the problem is far more complex and has it roots in a girl's relationship with her father which provides a blueprint for all other relationships with men and with the outside world."

Fri Mar 6, 2009 ProfNet Alerts; Health and Living Feed:

FAMILY ISSUES: ABSENT FATHERS. DR. BETH ERICKSON, Ph.D., speaker and
author of "Longing for Dad: Father Loss and its Impact" of Edina, Minn., can
discuss how a father's absence can become a blueprint for future situations,
like single parenthood, and its implications: "All father-hunger springs from
one main source: desertion. A father's abdication may be total, emotional or
what the individual experiences as desertion. There are seven specific causes
of father loss: death, divorce, single mothering, adoption, addiction, abuse
and traditional fathering. A girl's relationship with her father provides a
blueprint for all other relationships with men and with the outside world.
Therefore, if a girl grew up as a fatherless child, she is likely to
experience some measure of depression, even if it does not reach the level of
clinical depression, which is debilitating. This certainly can be expected to
compromise her ability to get along in the world. The other devastating
consequence for fatherless daughters is that it seems all too natural for them
to have children with no hope of a partner who will help them parent. Then,
the scourge of fatherlessness comes down into yet another generation."
Erickson can also comment on a new study about urban single mothers nearing
the end of their welfare eligibility who appear more likely to have substance
abuse and psychiatric disorders than women in the general population."

Article series on bereavement By Dr. Beth Erickson commissioned by Johnson and Johnson" Strength for Caring.com website.

"When your loved one dies nothing seems normal. And that is normal. So please don't be too hard on yourself when you are not yourself. Sometimes, you don't recognize anything that was part of your normal self. You wonder if you will ever be the same again. No you won't. Nor should you be, because that would mean you were unaffected by loss."

-Dr. Beth Erickson

"What is Normal Grief?"
"Are You Grieving, or Depressed?"
"What Happens When Grief is Not Identified, or Resolved?"
"A Grief Observed."
"What Is Anticipatory Grief?"
"What Is An Anniversary Reaction?'
"How To Grieve While Needing To Function."
"The Daughter Track: Maintaining Your Life While Caring For Aging Or Ill Parents."
"What You Can't Control During End of Life Care."
"When Grief Is Not Resolved."

Case Study:

Project: Penetrating The American Publishing Market : An Australian Author's Odyssey
Client: Shane Briant author of Worst Nightmares- Vanguard Press

Shane Briant was awaiting the mass market release of his book, and eager to make an impact in the United States. He already had an American publisher and needed to set up a series of broadcast interviews to coincide with the mass market release in April of 2010. Early in December, O'Neal Media Group met with Shane Briant via Skype to lay out a strategy that involved using publicity by creating a series of press releases to be distributed to scores of markets nationally. Before all of this happened, even earlier on, I interviewed Shane and wrote a feature story which ran on USA Today.com. This actually happened before he enrolled as my client, as he was a member of Media Connections Lab, and I found the ideas in his book compelling and knew my readers would be hungry for the content.

I've included a letter I wrote to Shane which he forwarded to Vanguard Press to motivate the publisher, and also the feature story "Australian Author Driven To Penetrate American Publishing Market," as well as press materials I created for him:

Letter:

Hi Shane,

I wanted to share some exciting news with you about Cheryl Nason's radio show, Inside the Writer’s Café which has requested a promotional copy of your book, and will be booking you. The show syndicated now by Matrix Media, a national talk radio syndication firm. The program is hosted weekly on WebTalkRadio.net, Matrix’s popular Internet talk portal.

I know you'll be a dynamic guest for the show, and in the coming weeks, the show will be promoted on a network of 400 radio stations across the country, and America Tonight, the late night talk show will be featuring Inside the Writer’s Café. You are a perfect fit because the thrust of the program is to offer the story behind the story of hot new titles.

Interviews focus not only on the new books, but the mindset and background of the authors. In addition to radio, Cheryl Nason hosts a book TV show, CONVERSATIONS CAFÉ, for the Time Warner Texas Network. The show shoots in the Arlington studio, (between Dallas and Fort Worth) but will be shown on the Time Warner Texas Network in ten different markets around the state with a possible viewing audience of one million people. The show will be a VOD (Video On-Demand) offering, but will also have air times scheduled in each market.

By doing one interview in Arlington, an author would extend the possible exposure of their book statewide, so I'm delighted to be working on your booking closer to the publication date.

The radio show, Dresser After Dark hosted by Michael Dresser, has also expressed a great interest in you as a guest, and in your book. The show airs in national syndication and on several networks, but also streamed worldwide on the Internet.

Equally, The Ken Hudnall Show has upwards of 1/4 of a million listeners and is soon going into national syndication on 300 radio stations coast to coast. Ken is very eager to have you as a guest to discuss your riveting thriller.

Drive-time radio show host, JP Godsey WPMH 670 AM which airs in Norfolk-Virginia Beach-Chesapeake-Suffolk-Portsmouth-Newport News-Hampton with 2 million listeners, eagerly awaits a review copy of Worst Nightmares and will be ready to confirm a booking in April.

This is just a sampling of my most recent contacts on your behalf, but I anticipate many more broadcast outlets in major markets will consider you as a guest, and I have in mind reaching out to Patty Neger, the books editor for Good Morning America who is always on the look-out for outstanding guests such as you.

I look forward to working with you.

Article that ran on USA Today.com:

Australian Author Driven To Penetrate American Publishing Market

Professor David Carter of The University of Queensland, in Australia wrote, "While a number of high profile Australian writers are now located in the US and/or routinely have American publishers, little is known currently about the history of the publishing relationship between Australian authors/Australian books and American publishers. What is known at present has largely been the by-product of work on an individual author or oeuvre, for example through biographies or collections of letters for figures such as Christina Stead, Patrick White or Henry Handel Richardson. But the scattered information that is retrievable suggests the existence of a much wider and more significant field of relationships between Australian writers and American publishers and hence the need for substantial research on the dynamics of American publication."

Prof. David Carter went on to point out in his research, America Publishes Australia: Australian Books and American Publishers, 1890-2005:
"The role of American publishers was not confined to popular fiction. Martin Boyd first published The Montforts in the USA in 1928, under the title The Madeleine Heritage, and his subsequent novels were all published simultaneously in Britain and the USA. Lucinda Brayford was a Book Society choice and a best-seller. Barnard Eldershaw’s A House is Built was also published simultaneously in both countries, in 1929, and reviewed favourably in the New York Times (Hetherington). Norman Lindsay published five novels abroad during the 1930s (Holt), first in New York and shortly afterwards in London, at a time when his books were banned or thought likely to be banned in Australia (and so were neglected by local booksellers). W. W. Norton published American editions of Prichard’s Coonardoo and Haxby’s Circus, or Fay’s Circus as the American edition was titled, the latter in a version significantly different from the UK edition. Prichard herself preferred the US edition, but Australian publishers have always reprinted the UK version and the American is largely unknown (Hetherington). Norton published Henry Handel Richardson’s Ultima Thule which was a Book-of-the-Month Club selection in 1929, resulting in sales of over 100,000 copies (Ackland); plus the omnibus edition of Richardson’s The Fortunes of Richard Mahoney (1941), a Readers’ Book Club edition with a preface by Sinclair Lewis, in a print run of 75,000 (Probyn & Steele). Eleanor Dark’s The Timeless Land was first published in New York in the same year, and was another Book-of-the-Month Club selection, as was G. B. Lancaster’s Pageant: A Novel of Tasmania, first published in New York in 1933 (Sturm). More recently, Malouf’s An Imaginary Life (1978) and Child’s Play (1981) were first published in the USA, while Grenville’s Lilian’s Story owes its final, now standard, form to its American edition."

Australian author, Shane Briant said he was prompted to write his thriller Worst Nightmares as a result of his drive to penetrate the American market. "I was determined to have a thriller published in the biggest market in the world – America. And also the U.K. Hitherto, I had had five novels published in Australia," he said.

Briant previously had five thriller published in Australia, in addition to being an actor with a plethora of credits under his belt. "I had had a great career as a film actor, having starred in over 30 feature films worldwide since 1972, and had had five thrillers published in Australia, where I now live. But none had been taken up in America or the U.K. – the biggest English-speaking markets in the world. So I thought carefully about who my target readers might be, and what they might find intriguing. I knew I’d have to come up with a totally engrossing, fast-paced and original story. Personally, I love very dark and disturbing thrillers in the vein of Jeffrey Deaver and Thomas Harris, so I was delighted when New York Times best selling author Katherine Neville read my novel and drew that exact parallel. As did a great many other reviewers," he said.

He said the premise of his current book,Worst Nightmares "explores the concept of how one initial small error of moral judgment on the part of a best selling novelist is slowly compounded by circumstance, resulting in total calamity, as the domino effect kicks in."

Briant, an individual who appreciates literary masterpieces said he was inspired by classic Russian novelists. "Those that have inspired me most would be all the classic Russian novelists of the golden era. Dostoevsky, Gogol, Gorky, Turgenev, Tolstoy. They were, for me, the finest thriller writers that I have read. Since that time, John Le Carre and Martin Cruz Smith have influenced my thinking most. And Deaver, Berry, Tom Rob Smith, Connelly and Crais," he said.

He said he envisions his readers will be impacted by the confrontational nature of his book, but at the same time, he hopes to stimulate his reader's thought process, so they can interact with the ideas of the book. "Although essentially I hope my book will be a thrilling, and at times a hugely confronting read, I hope that it will be in some ways thought-provoking. I hope the reader will ask himself ‘Would I have done as Dermot Nolan did?’ ‘Could I have been driven by despair to have acted improperly?’ Because I tried to make Nolan’s plight totally real and his actions almost excusable. I also would like to think that they will be asking themselves ‘Is it possible that there are those walking the streets who I would never imagine could be would-be killers? People who seem to behave perfectly normally, yet when darkness falls, they reveal the sinister side," he said.

As Briant embarked on crafting his novel, he considered the overall message he wanted to convey to his readers. "When I started writing I wanted to suggest that there are many people ‘out there’ with some very dark thoughts. I explore how people deal with this side of their nature – for we all have such a dark side that we keep in check. Often we are unaware of this side to our personality until we hit real adversity. Only then will we understand our full psyche – when we ‘hit the wall.’ It’s very easy for those of us in modern society who enjoy an untroubled life to judge those that are panicked by adversity and do things they shouldn’t," he said.

Briant's background in acting has sensitized him to understanding the value of being a consummate researcher, in order to be able to portray emotional truth." Research is paramount to a convincing novel. I researched psychosis in great depth. I talked to criminologists and detectives to make my dark character as real as possible. And as for locations, I walk the very streets, eat the food in any restaurants I describe, feel the heat and experience the essential flavors of the city I am writing about," he said.

Press materials for pitching Shane Briant to Broadcast outlets:

What Was it Like To Act In Films With Hollywood Greats Olivia de Havilland, Paul Newman, Cliff Robertson, Jack Palance, Jeremy Irons among other stars?

Shane Briant's notable film career spans several decades. In Hollywood, he played the name role in Glenn Jordan's The Picture of Dorian Gray a two part Movie of the Week for America's A.B.C. network. Other later film and television credits include John Huston's The Mackintosh Man with Paul Newman; guest starring in Jeffrey Bloom's Veronica Clare; playing Jack Palance's son in the film Hawk the Slayer, starring in David Wolper's Murder is Easy with Olivia de Havilland, and Just Jaekin's Lady Chatterley's Lover. He is also a novelist, and author of crime thriller, Worst Nightmares.

He can offer an informative, entertaining show, and share anecdotes about:

OLIVIA DE HAVILLAND:"I’d just finished a scene with Olivia de Havilland (“Murder is Easy”) and we were on our way to the trailer when she asked me: “Was I all right? What do you think?” I was stunned. Melanie from “Gone with the Wind” Five times nominated for an Oscar and winner two time winner was asking a 26 year old actor like me if she’d done a good job!” I replied, amazed: “You’re asking ME if you performed well?” She looked me in the eye and said “You’re an actor, aren’t you?”

PAUL NEWMAN: "When I worked with the late and very great Paul Newman I was amazed by his sheer presence. He exuded charisma and huge strength of personality. When he looked at you one felt he was looking deep into one’s soul. He was the best listener – he was genuinely interested in what people said. During the final scenes of John Huston’s “The Mackintosh Man” it finally came to the shots of our side of the church – they’d shot Mason and Sanda. He knew the shot would be lit to make him look great. After all, who was I? Just a novice in big movies. So he disappeared for a few minutes and when he returned he smiled at me and gestured to a special light a grip was placing. “That’s your special one. You take this scene, I don’t need to look good any more – I’ve been there too many times. Enjoy.” In the film, I look great and Paul is standing behind me, almost shadowed.” Shane has several other great Newman stories.

JOHN HUSTON:" During the filming of a scen of “The Mackintosh Man” Paul Newman smacks the back of my head as he asks me a question. When the take came he hit me too hard and my face smashed into my radio head set. He decided to stop the filming and called out to Huston who was smoking his ubiquitous stogie fifty feet away, watching the scene on a monitor. “Hey, John. Shane’s got blood all over his face!” There was a good ten second pause. Then John called back: “Tell the boy to keep it there. We’ll go again.” Calm as you please."

JACK PALANCE: "He was a real joker. I believe he was his entire career. The first day we were filming “Hawk the Slayer” at Pinewood Studios outside London (I played Jack’s cruel son!) we broke for lunch and, thinking Jack might not know too many people away from home I thought he might like some company at the Exective restaurant, I asked him, “Jack, are you going to lunch in the restaurant today?” He drilled me with a withering stare. “Why, you want me to buy you lunch, boy?” he said. I was taken aback and replied. “Er...no of course not. I just wondered if you had any friends here at Pinewood.” He drilled me with another cruel stare. “Why? You want to meet my friends?” Then he smiled and then laughed. We had lunch together and we split the bill!"

JEREMY IRONS:" Jeremy Irons, his wife Sinead and I were good mates in London a long time ago. We’d go up for the same roles and, together with a few other such as Anthony Andrews, we’d usually share the roles all year. When I played Alfred de Musset to Rosemary Harris’ Georges Sands in “Notorious Woman” Jeremy was a great Franz Liszt and George Chakiris a terrific Chopin. One day they were casting “Brideshead Revisited” and everyone went up for the roles of Charles and Sebastian. Finally it got down to three actors to play Charles. I was one but didn’t know who my competitors were. My girlfriend and I were on just about to leave the house for dinner with Jeremy and Sinead when my agent called to tell me I had missed out. I was very sad indeed. When Jeremy opened the door, he looked radiant and popped a bottle of champers. “I just landed the role of Charles!” he said. I congratulated him but didn’t tell him I had just lost the role. It was soooo hard to be jolly that evening. And that role led him to the stars!"

In addition, Shane's rarefied childhood included spending time with some of the world's most famous such as Pablo Picasso and family, as well as members of Britain's royal family:

He can delight your audience and talk about:

ON CHILDHOOD TRIVIA, Shane Briant Says:

"My mother, ELIZABETH NOLAN was a West End theatre star, acting in comedies with the likes of REX HARRISON.When my parents were divorced mum’s dear friend ,Lady Kathleen Adeane took on the job of fairy godmother and paid for my education. I was to spend the years from 13 to 19 with her and her family at the Adeane estate in Essex, named Quendon Hall. All manner of interesting people would come and go during the shooting season. PRINCE PHILIP often shot with us, as did the young PRINCE CHARLES at the Adeane’s Norfolk duck shoot haunt on Hickling Broad. PRINCESS ALEXANDRA often came for dinner. was lovely and the then, ANGUS OGILVY, was a charmer. I remember GRAHAM GREENE coming for dinner one night. He always looked deeply troubled and tortured. There was always someone interesting there, such as the legendary LADY DIANA COOPER and the late TALITHA POL – surely one of moth beautiful women of her age, soon to marry John Paul Getty at that time. FRANCOISE GILOT brought both her children to PABLO PICASSO for holidays nearly every year. CLAUDE PICASSO was 12 years old, PALOMA PICASSO (soon to be the doyen of New York society) was 10 and I was 13. Together with James Adeane, we’d have the best holidays in England and Paris, where Francoise Gilot lived. One Christmas I was invited to stay in Paris. I was in Claude’s room when the mail arrived. A big envelope arrived for Claude. He looked disappointed. “It’s from Papa,” he said. “I told Pap I wanted a bicycle and he sends me a Christmas card.” “Aren’t you going to open it, I asked,” desperate to see the card. He opened it. It was a water color of Father Christmas signed “Papa” and also Picasso, underneath. I wanted so much to suggest that I could find a bicycle for Claude in exchange for the picture but I knew it would be in the worst possible taste."

*******************************************************************************************************************

Shane Briant's notable film career spans several decades. In Hollywood, he played the name role in Glenn Jordan's The Picture of Dorian Gray a two part Movie of the Week for America's A.B.C. network. Other later film and television credits include John Huston's The Mackintosh Man with Paul Newman; guest starring in Jeffrey Bloom's Veronica Clare; playing Jack Palance's son in the film Hawk the Slayer, starring in David Wolper's Murder is Easy with Olivia de Havilland, and Just Jaekin's Lady Chatterley's Lover. He is also a novelist, and author of crime thriller, Worst Nightmares.

He can offer an informative, entertaining show, and share anecdotes about:

[ We can pull together a bulleted point list of special anecdotes working on the set with Hollywood greats, as well as idyllic childhood memories with the Picasso family] when you can, please share with me.. this can be done on skype, or via e-mail.

CHILDHOOD TRIVIA:

My mother, ELIZABETH NOLAN was a West End theatre star, acting in comedies with the likes of REX HARRISON.When my parents were divorced mum’s dead friend Lady Kathleen Adeane took on the job of fairy godmother and paid for my education. I was to spend the years from 13 to 19 with her and her family at the Adeane estate in Essex, named Quendon Hall. All manner of interesting people would come and go during the shooting season. PRINCE PHILIP often shot with us, as did the young PRINCE CHARLES at the Adeane’s Norfolk duck shoot haunt on Hickling Broad. PRINCESS ALEXANDRA often came for dinner. was lovely and the then, ANGUS OGILVY, was a charmer. I remember GRAHAM GREENE coming for dinner one night. He always looked deeply troubled and tortured. There was always someone interesting there, such as the legendary LADY DIANA COOPER and the late TALITHA POL – surely one of moth beautiful women of her age, soon to marry John Paul Getty at that time. FRANCOISE GILOT brought both her children to PABLO PICASSO for holidays nearly every year. CLAUDE PICASSO was 12 years old, PALOMA PICASSO (soon to be the doyen of New York society) was 10 and I was 13. Together with James Adeane, we’d have the best holidays in England and Paris, where Francoise Gilot lived. One Christmas I was invited to stay in Paris. I was in Claude’s room when the mail arrived. A big envelope arrived for Claude. He looked disappointed. “It’s from Papa,” he said. “I told Pap I wanted a bicycle and he sends me a Christmas card.” “Aren’t you going to open it, I asked,” desperate to see the card. He opened it. It was a water color of Father Christmas signed “Papa” and also Picasso, underneath. I wanted so much to suggest that I could find a bicycle for Claude in exchange for the picture but I knew it would be in the worst possible taste.

FILM ACTING TIPS I LEARNED FROM FILM ACTORS.

(Example: Film Acting Tips I learned from Paul Newman.... that sort of thing or things Olivia de Havilland used to do to help scenes go smoothly.... this is the kind of format that comes to mind as I put myself in the shoes of their fans...

JAMES MASON told me never to seek out the ‘stand or fall’ leading role. “If a film fails or doesn’t make money, the studios remember who the big star was and think again before using him again in a blockbuster. But they seldom remember who played the first support. If a film fails, it someone else’s fault not mine. So shelve your vanity and seek out those fabulous support roles.

JACK PALANCE told me never to count the number of lines before accepting a juicy role. “You know how many lines I had in “Shane”? Around seven. And it made my name. Got an Oscar nomination. So forget the ‘big’ role. Think ‘big’!”

OLIVIA DE HAVVILLAND told me to seek out the humanity in any role I played. “No one is bad through and through. Even evil people love something or other – be it a dog or bird.”
JEREMY IRONS taught me that tenacity was everything. I feel sure he always wanted to be the best actor in the world and he worked 110% as a young man to achieve his goal. He left nothing to chance and could work a room better than Donald Trump. I have great respect for this quality. He won his Oscar and now has fun.

CLIFF ROBERTSON taught me to look good no matter what the role. “Even if you’re playing a bum, make sure there’s that twinkle in your eye that the ladies will still fall in love with.”

PETER CUSHING taught me that preparation for a role is vital. A good many English actors of his generation showed up with a few drinks in them. Cushing? Never he rehearsed in his caravan every moment he had to spare. I never recall him making a fluff EVER, though he was always afraid he’d cock up somewhere.

NIGEL DAVENPORT and JOHN HURT taught me to enjoy life! It’s just acting,” Nigel told me, “A jolly good way to make a living. But it’s the time in between takes that’s the most fun. And the evenings when we clock off.” When I worked with John we ALWAYS had fun – sometimes far too much of it.

OLIVIA DE HAVILLAND also taught me to respect the other actors ina scne. Every take was an emsemble piece. She listened more intently than any actor I’ve ever worked with. It was as if she’d never heard the dialogue that was coming back at her. Amazing.
Paul Newman taught me how to work a camera. He was the quintessential film star. When he turned to face the camera lens, people almost stopped breaking. His instinct for timing, his appreciation of space between words and dialogue, his knowledge of lighting, all these things were a marvel to watch. And he taught me one other thing – to be generous. He NEVER hogged a scene and on occasion would make some one like me look good at his expense.

YVONNE MITCHELL taught me the importance of very hard and intense work - “the key to any good performance. And not to listen too closely to those who complimented one as an actor. On one occasion a theatre fan told her how wonderfully well she ‘almost’ tripped when she carried her baby down a flight of stairs. “I became so self-conscious about that special trip, I simply couldn’t do it well ever again!”

I have MANY more of these stories. LOTS.

[I think audiences will be hungry for that kind of information, and other information and stories you have as well]

Another idea for a segment: [To discuss the themes of your book] After I read your book, I'll be able to come up with other ideas:

LIFE AS A CRIME THRILLER WRITER.

America has been fascinated with the likes of Hannibal Lecter and spine-chilling suspense stories. Now Shane Briant, author of Hannibal Lecter-esque thriller,Worst Nightmares shares his experiences with your audience answering questions like:

Q & A

· 1.What is it about the dark side of human nature that makes perfect raw material for compelling stories?

· People have always been thrilled by bad guys, evil people, danger, disaster. DEATH! Wars! Why? Because they love to lead a supremely dangerous life – VICARIOUSLY. People like to know they are safe, that those they love are safe. That they will never die. BUT they love to be thrilled by watching others tread the tightrope of life. It’s fun to see James Bond fight it out because they can live out their personal fantasies. They love seeing Hannibal Lecter eat body parts of living people because it makes the hairs stand up on the backs of their necks. After all, they are safe. And they know it’s a story. But I’d go further. People are drawn to terrible disasters and accidents where REAL people are dying because.... It’s not them! It’s someone else. It thrills some deep dark part of their psyche!

· 2. How challenging is it to make an evil protagonist likeable to readers?

· This is always a challenge. Take Hannibal Lecter. If Hopkins had not given him a fierce intelligence and a grizzly pitch black sense of humor, no one would have liked him. He was, after all, almost an insane beast at times. Yet somehow the writing made the audience want him to escape. So, for me, I imbue my darkest characters with a sense of humor maybe, or a give them one facet of their soul, albeit a VERY small one, where they love or care for someone or something living, be it a human, animal or an orchid.

· 3. How do novelists get their ideas and how do they know they will work on the page?

· I am always been mentally assaulted by weird and dark thoughts about story lines. Even my wife wonders how someone like me, who abhors violence, can visualize so many ways of bringing death and destruction to good people. As for my novels, I simply begin with an idea and start writing. Often I have no idea where a story will lead me. And the oddest thing it, the story ALWAYS resolves itself after a few hundred pages and the story if kind of ‘balanced’. It’s as if I am being channeled by some wonderfully friendly writer who went before me.

· 4. What is the research phase like?

· There are, for me, TWO parts to research. There’s the geographical research where I always go to every spot I write about, eat and drink at the restaurants I write about, visit and enjoy the wonders of the world I am creating. Normally this is tax deductible so it’s the best fun to set a story in, say Venice, Africa, Madrid, New York. Rio. That’s PART ONE and the best fun. Then there’s PART TWO which is the dull research. Finding out how long it takes for flies to consume a human body. How to construct a bomb and take it somewhere one is not allowed to take it. This involves endless hours at my computer. Without any gin and tonics – they cloud the brain.

·

· 5. Can you describe the creative process?

· I have no rules. I NEVER force myself to write. If the muse isn’t there I go for a run or a walk. Invariably some idea will occur to me then, and I can rushing back to the computer and flesh out the story. I usually write between 3 and 5 pages daily. If I’m on a roll I write up to 10 pages! And I change very little – radically, that is. My wonderful first editor is my wife Wendy. She suggests where to apply the literary scalpel. Ultimately it’s the publisher and his editor who keep me in line. And when I reach the final few pages I always shed a tear or three. I am saying goodbye to dear friends that I have created and I know I’ll miss them in my day to day life. In the case of “Worst Nightmares” I knew it was not adieu but hasta la vista! I didn’t cry – I licked my lips with the anticipation of the sequel. And I LOVED writing that one. What joy!

Advanced Communications Strategies:

As an active member of the Public Relations Society of America, I had the opportunity to take a year long course towards my accreditation as a public relations professional. The next section discusses some key communication strategies I've employed to help my client's get their projects off the ground. Part of my course work involved writing a myriad of communications plans and exploring scenarios to figure out the best strategies towards solving problems for an organization. Through the process, I've developed a strategic mindset and enhanced the ability to plan. I've worked with magazine publishers to hospitals in the developing nations. The next section elaborates on the planning process and features samples.

Elements of A Communication Plan

During the training period I undertook as part of the accreditation study course via The Public Relations Society of America, I learned the importance of creating a 10-step plan that should commence only after my clients had already formulated what they wanted to accomplish and what they wanted to correct, preserve, or prevent.

I learned that by going through the 10-step planning process, I would feel more comfortable in my PR assignments. During my training, I was encouraged to do mental exercises and look for things in the news where I could apply the ten components. But I was also warned not to rush to create tactics, but rather lay out a strategy first to explore creative ways of moving forward. The key was to take time to identify a good strategy, and that the overall goals needed to tie back to the strategic plan. In addition, the messages would grow out of the strategy.

In terms of the situational analysis of the plan, these would outline the stakeholder's concerns.As far as objectives, I was encouraged to use the objectives to develop tactics, and that in approaching the strategy, the question arose, how will I approach the challenge of working toward a goal?

In collaborating with Arrow Hospital in Kenya, I kept the ten step process in mind in developing the following communications plan with the hospital administrator's input:

Sample of a communications plan: Arrow Hospital

BACKGROUND: Accreditation is with the National Health Insurance Fund in Kenya. There are 3 levels-A, B and C. They have achieved C and B...the last will be level A. For this, they need to equip the hospital with an X-ray machine, baby incubator and an ultrasound machine. They also require a full dental kit. Once they have this they will be reinspected for the final level of accreditation. This is similar to probably CARF or JCAHO here in the United States however in Kenya, it is also tied into their National Health Insurance Fund in addition to quality standards. People carrying NHIF cards can seek treatment at the hospital and pay nothing-NHIF reimburses the hospital for all expenses at the end of each month at a much higher rate than they would be able to obtain via direct payment of the patients (most earn less and $1 a day). Once they achieve level A-they will be advertised on the NHIF database and again can accept referrals from other facilities.

They have a group of 10 students from Hong Kong who are planning a trip (tentatively) for December who have told Bramuel that they may be able to bring used equipment with them as a donation. I am not sure which equipment yet and don't think Bramuel knows for sure yet either, but it's possible this could be taken care of with that.

Aid to Hospitals Worldwide has the equipment we need, but we have no way to ship it from the UK. A shipping strategy would be a good thing to have for now and into the future.

I have been in contact with them-they don't provide shipping, you have to come prepared with a means to ship the items. Shipping is very expensive and can run upwards of $20K or more depending on size and weight of the items, plus the extra charges for getting it out of and into the country. The hospital has no money to cover costs like that especially if they want to one day build their own facility. Shipping strategy-I mean coming up with ideas of how to approach the topic of shipping. It has been many months since I last corresponded with them and we may have other options that can happen quicker in terms of getting the equipment for accreditation now (with the students from Hong Kong). Kenya Air has helped shipped some donations from the UK, but this was difficult to arrange and took many months to finally make it happen. Yes, it can be shipped via plane or ship. There are many organizations that bring used medical equipment overseas-the trick is finding one who is coming to Nairobi where shipping isn't an issue. This is a stumbling block for just about every village on Nabuur and not something I think you'll be able to easily solve. I think what would help the hospital in terms of their plan is listing out ideas to explore. They may not work, but ideas in writing are better than having no idea what to do.

PROBLEM STATEMENT: Establishing Arrow hospital in Kayole-Soweto Estate in Embakasi Division, Eastland’s of Nairobi, resulted in offering preventive and curative health, laboratory services, family planning, and medical counseling to a vulnerable community. However, as a result of the lack of resources, the organization has not been able to meet the national standard, or expand its facilities in order to serve larger local marginalized groups.

SITUATIONAL ANALYSIS:(Summary of opportunities and concerns, and research findings based on secondary research):
Political issues:
Government goodwill in matters concerning deployment of proper health services reach the Kenyan community at all levels.
Because Kenya is a developing nation, the burden lies with the community to be self-sustaining in order for the hospital to continue to operate.
Fear that during election years, violence might erupt, hence impeding the implementation of new projects(but this has not been so, peace have prevailed in Kenya since the colonial years and ARROW KENYA finds the political climate commendable for implementation of its projects.)

Economic factors:
unemployment, infrastructure, crime.
Unemployment has proved to be the major issue.
Many youths, women and men living in these marginalized areas are either unemployed, casual laborers who earn meager incomes, micro-small business men / women who can be seen selling their small wares on the roadsides, hawkers and idlers who move from site to site looking for manual jobs.
The problem of unemployment has increased the rate of HIV infection in the community hence reducing the mortality rate among the youths especially girls who are highly vulnerable to the scourge.
Due to this, many cannot afford health services for illnesses i.e. Malaria (which cause most deaths among small children), Tuberculosis, Cholera, Diarhoea, Common Colds, Typhoid, etc.
The impact of social and economic policies does not favor the marginalized and vulnerable groups since some benefits such as NSSF and NHIF ( NHIF – National Hospital Insurance Fund , NSSF – National Social Security Fund ) only benefit those persons who are employed full-time, thus leaving the unemployed at a disadvantage and without medical coverage.

Advancement of Technology: Lack of acces

Despite the advancement of medical technology, in these marginalized areas, most of the clinics depend on outdated medical equipment. There is need to introduce a health facility equipped with modern medical technology to better serve the community through reliable diagnosis, testing, and treatment.

Threats : During the period that ARROW KENYA has been operational

Inability of the community to raise the cost-sharing amounts charged at the health centers.
Illiteracy levels contributes to the local community's ignorance about the value of medical treatment
Lack of structures in the community which can act as an information centers.
Continued increase in poverty.
HIV/AIDS which has taken toll on many families, taking their sole bread winners.
Large number of orphans and feral children due to HIV/AIDS.
Increased insecurity
Lack of proper nutrition and adequate housing
Strengths :
· Qualified, well-trained and reliable staff

· A competent Governing Board

· Willingness of the local community to get treatment Arrow Kenya hospital

· Commendable and secure relationship with the community and other like -minded organizations within our region.

· A fully documented website where interested parties can be educated about our activities.

Fully registered and licensed by the government
Weaknesses:

Due to economic and other constraints, Arrow Hospital is unable to offer specialized treatment, and hence unable to meet all patients needs at times.
Slow recruitment of potential partners
Scarcity of capital for proper administration of ARROW WEB HOSPITAL
AUDIENCES:

Local community organizations
Potential donors
Building contractors
Local government agencies

GOALS:
Arrow Hospital in Kayole-Soweto Embakasi Division will be fully-equipped in order to meet the national standard.
Arrow Hospital will start an initiative to build 5 clinics in 5 identified slum areas: Mathare, Kwa- Reuben, Kibera, · Kwa – Njenga, and Korogocho.
Arrow Hospital will acquire the land and identify contractors to build the facilities.
Arrow Hospital will identify potential donors to solicit funds and also become partners to assist in other development projects.
Arrow Hospital will form a monitoring and evaluation Board that will closely monitor, analyze, evaluate the program to ensure objectives are being met.

Audience: Building Contractors

Objectives Communication Strategy Messages (grows out of strategy) Tactics developed from objectives Budget Staff Responsibility Timeline Evaluation for each objective
By March 1, 2010 more than 50% of the local newspapers will carry adverts calling for the enlistment of building contractors

[By early March 2010, at least 2 local newspapers will run advertising seeking building contractors for the expansion project]
Use local print media to advertise for building contractors Expand Arrow hospital facilities in order to serve larger local marginalized groups Recruit local building contractors

Hire local youth to assist contractors
$16,700 represents total construction budget Hospital administrator Early March 2010 Number of building contractors interviewed and hired

Number of local youth applying for the jobs advertised

Number of local youth hired

Audience: Local government agencies

Objectives Communication Strategy Messages (drawn from strategy) Tactics developed from objectives Budget Staff/Responsibility Timeline Evaluation for each objective
By Dec. 31, 2009 three official forms will be filed with the ministry of public health and the ministry of medical servcies in Nairobi Gain and maintain good standing with local government agencies Arrow Hospital remains fully committed to meeting the national health standard as a health facility in Nairobi File forms with local government agencies $346 filing fee Hospital administrator Dec. 31, 2009 Final inspection clearance demonstrating that Arrow Hospital is meeting the national public health standard

Audience: Local community groups:

Objectives Strategy Messages (grows out of strategy) Tactics devleoped from objectives Budget Staff/Responsibility Timeline Evaluation for each objective
The number of local community organizations partnering with Arrow Hospital will increase 10-20% by Dec. 31, 2009 Use one-on-one communication channels to educate like-minded organizations in the region about the benefits of partnership Serve larger marginalized groups

Community meetings

Direct mail

One-to-one meetings
TBA Hospital adminstrators Dec. 31, 2009 Number of confirmed partnerships

Audience: Potential donors

Objectives Strategy Messages (drawn from strategy) Tactics developed from objectives Budget Staff/Responsibility Timeline Evaluation for each objective
By June 2010, the number of donors will increase 20-30% Use grantmaking process Investment in the community

Enhance local healthcare

Reach local marginalize groups that do not have access to quality healthcare
Research potential private donors via The Foundation Center

Write a grant proposal

Apply for grants

Fees associated with filing grants Nabuur volunteers

Hospital administrator
Date /Action

Nov. 2009- Research donors

Dec. 31, 2009-

Begin grant proposal writing process

Jan. 2009- Research grant filing deadlines
Number of new donors or grants

More Sample Communications Plans:

Problem Statement:
Dr. Beth Erickson, a psychotherapist in private practice, and author of Marriage Isn't For Sissies: 7 Keys To Unlocking The Best Part of Your Life. At this point in her campaign, she feels her marketing should be more focused, and would like to re-cycle some of her recent media coverage.

Situational Analysis:

Dr. Erickson is poised to re-cycle media coverage on social networking sites to continue to keep her profile high in the marketplace. Tools like YouTube, social networking sites, can be instrumental in keeping her profile high.

Audiences:

Marriage and Family focused social networking sites
Current constituents
Marriage enrichment mental health professionals

Goals:
Recent and ongoing media coverage will be distributed via video releases on You Tube and social networking sites, links on Dr. Beth Erickson's website,and e-mails to current constituents.

Audience: Marriage and family focused social networking sites

Objectives Communication Strategy Messages Tactics Budget Staff Responsibility Timeline- Date/Action Evaluation
By September 30, 2009, 50% of the top ten marriage and family social networking sites will feature content on Dr. Beth Erickson's media coverage Use social media Retire Spiritually Rich Post videos and articles related to Dr. Beth's Erickson's media coverage on relevant social networking sites

Write a companion piece "How To Retire Spiritually Rich" This can be a tip sheet

Create a You Tube channel for Dr. Beth Erickson to recycle media coverage

Scan image from Fortune magazine article and add to online press kit clippings.

Research Lexis-Nexis for online version of Fortune magazine article so the link can be added to press kit and website.

Staff time Jackie O'Neal

Summer 2009-research top ten marriage/ family social networking sites

Interview Beth for a feature story: "How To Retire Spiritually Rich"
Media monitoring of social networking sites and number of video and article views
Audience:Dr. Beth Erickson's Current Constituents
Objective Communication Strategy Messages Tactics Budget Staff/Responsibility Timetable-Date/Action Evaluation
By Dec. 30, 2009, 75% of current constiuents will receive announcements via newsletter about Dr. Beth Erickson's media coverage. Use publicity Family, Health, and Relationships advice Create a newsletter for wide distribution to e-mail list Virtual Assistant fee:

$45-50
Virtual Assistant for hire Sept. 2009-Hire a virtual assistant to create and distribute a newsletter either monthly or quarterly

Final approval on design

Oct. 2009- Create and distribute first newsletter
Monitir Number of constituents who opened the newsletter
Audience: Marriage enrichment mental health professionals
The number of marriage enrichment health professionals partnering with Dr. Beth Erickson for book promotion will increase 10-20% by

Dec. 31, 2009
Use social networking groups Create joint ventures to increase awareness of new books launched Post a contest for book give-aways
Build an online cooperative on Facebook groups to share book marketing resources such as leads to book reviewers
Research specialty trade publications targeted to marriage enrichment
Staff time

Special project rate per hour
Jackie O'Neal and a freelancer Date/Action:

August 2009/Research specialty trade publications targeted to marriage enrichment

Date/Action:

September 2009/

Build an online cooperative on Facebook groups
Get feedback from editors on possible placement

Moniitor the number of members that join the Facebook group to share book marketing resources such as leads to book reviewers

Monitor the number of viable joint ventures created

Audience Priority Grid

Groupings Pertinent Value
Current constituency sign-up to recieve updates that can be forwarded to a friend

Groupings Pertinent Value
Current constituency sign-up to recieve updates that can be forwarded to a friend
Marriage enrichment/family social networking sites afford wider exposure to target market
Specialty trade magazines market to mental health professionals and constituents

Sample of Working Outline for EarthThrive, a non-profit in San Diego:

This project helped the client think through what he wanted to accomplish. The media relations aspect was able to get him a feature story in USA Today.com.

EarthThrive- Potential Communications Plan Outline

O’Neal Media Group

-Establish goal (s)

Potential goal:

Be recognized as one of the leaders working towards a sustainable future in San Diego (or what you envision you will have at the end of your work, if all goes well)

-Establish objectives for each audience:

(You’ve identified some possible groups.)

-Decide how each audience is going to move, or act toward fulfilling your goal (s).

-Each of them is going to either learn something (awareness), do something or acquire a different attitude.

-Need to spell out what that is for each one.

-Set a realisitc timeframe for outcomes related to each audience

1.TRIM TAB* COGNOSCENTI (What is the function of this group?)

2.. Select Active Core (Please explain further)

3.. Communicators: Media, Religious leaders, web, social net genius

4.Power People: Government leaders, academics, Key NGO’s

5. Funding: 1 Million Millionaires, Foundations,

6.Smart Business/Management team: Clarify:`(Does this team still need to be created or does it already exist? Same question applies to #8-11.

7.CEO, CFO, Development Director

8.Production Team – Liaison

9.Project managers

10.Producer

11.GC Event Producer

12.S2S Detail process and Budget Exhibits (Do these documents need to be created, and if so, what is the deadline? Which team member will produce these documents?)

13.S2S Liaison with NGOs, Zoos, etc.Clarify: (Are these in San Diego and local areas only?)

14.S2S Liaison with scientist Resources & Academia(Does a contact list already exist or does it need to be created?)

15.S2S Seek media and Rights to use (Need deadline to file the forms.)

16.S2S Web presence and Fund raising Social Nets( Has a web developer been identified already? What is the deadline to begin this project?)

17.S2S Sponsors and Partnerships (Have potential sponsors been identified?

Other Steps in the process to help build awareness:

Build media contacts, identify opportunities for publicity
Compile comprehensive media contact list as well as Editorial Calendars

Include print, broadcast and online reporters/editors (including bloggers) for media (local, regional and national), science editors, community programming publications, philanthropy publications, Chamber of Commerce and other local business publications, non-profit media, others as appropriate TBD

Create a compelling EarthThrive story , based on the organization’s Unique Selling Point (USP) that differentiates it from other similar programs
Will serve as the cornerstone of all communications materials and activities
Core media materials
*PR Key Messages/Talking Points/Q&A --Suggested interview questions for organization leaders to develop and support the “story” and establish official organizational positions for all proactive and reactive communications with target audiences identified.

Create a Living document that is revised/updated as needed on Google Documents.

Create an online Press Kit -- audit existing press kit material if appropriate, and update and/or create as needed fact sheets, staff bios backgrounders, case studies, media coverage, high-res photos, suggested interview questions,
Story ideas, etc. Note O’Neal Media Group can create an online press kit, interview key organization leaders and write/publish feature stories that will be syndicated and create immediate “buzz.”

More Samples:

Communications Plan

The Emotional Endurance Institute

August 21, 2008

Situation/Overview:

Suzanne Mulvehill, M.B.A., founder of The Emotional Endurance Institute spent several months (May-August 2008) teaching in England at The School of Entrepreneurship and Business at The University of Essex, Southend. In late July, both organizations announced their partnership and will be undertaking a research project to examine the impact that emotions have on success and failure.

Further, EEI has decided to pursue licensing its curriculum. The EEI curriculum involves integrating emotional endurance training into a university’s under-graduate, post-graduate and personal development programs.

EEI is now poised to create strategic alliances with other institutions of higher learning both national and international. In December, EEI has been invited to India to teach the curriculum at The Mudras Institute of Communications.

In addition, EEI plans to file for 501-C3 status in the near future. (a separate action plan will be created by O’Neal Media Group to assist in strategically focusing this initiative.)

Overall Goals:

EEI’s goals are to attract an increase in colleges and university partners and become recognized as a licensed program.

Target Groups:

Licensing organizations

Global consortiums

National and International colleges and universities

Objectives for Target Groups:

At the end of 2009, EEI will license 10 universities

Strategies:

Demonstrate that an EEI licensed program provides colleges and universities and unique edge and helps elevate awareness levels about the institution worldwide. Being an EEI licensed college or university creates new opportunities for building alliances whereby an increase in enrollment and donors can be evidenced.

Tactics:

Create a pitch letter for college and university Deans and Chairs of MBA programs by September 2008

Create a comprehensive list of global consortiums and colleges and university MBA programs by September 2008

Identify relevant licensing organizations to apply to and research deadlines by Jan. 2009

Activities:

Network with forums on and offline related to global education consortiums

Research application procedures and policies of licensing organizations

Evaluation:

EEI will know if the communication plan is reaching its objectives by new business and potential alliances formed.

Timeline:

Sept. 2008- Jan. 2009- Target colleges and universities via a letter writing campaign

Case Study Sample:

Client: Dr. Uma Gupta

Project: Higher Education expertise

Dr. Uma Gupta wanted to raise her profile and be positioned as a higher education expert. O'Neal Media Group corresponded with journalists covering the higher education beat and suggested a myriad of topics Dr. Gupta would be an ideal source for.

Sample of Media Coverage that resulted:

Higher Education expert, Dr. Uma Gupta has been widely quoted on global diversity, recruitment and retention, education, study abroad, cyber-harassment in academia in University Business, The Herald Tribune, Hispanic Outlook, Forbes, Reuters.com, Asian Week, American Society For Training and Development, Continental In-Flight Magazine, The Seattle Post-Intelligencer among other regional and national print outlets.

Media Highlights:

Date: Aug. 19, 2008

Article: "What You Must Know About Staying Healthy While on an In- Service Learning Tour in India"

Column: United Planet

Outlet: Seattle Post-Intelligencer System Record

Seattle Post-Intelligencer

P.O. Box 1909

Seattle, WA 98111-1909

United States

Circulation/Audience: 128,012

Subject: Business; Current affairs; International news; Local news; National news; Politics; Regional news

Hispanic Outlook

Article: "Is Your Child College Bound?"

Event: Publication

Date: October 6, 2008

June 19, 2008

American Society for Training & Development

Aparna Nancherla, Associate Editor, Publications interviewed Dr. Uma Gupta

Press Clippings: National Media Coverage:

Dr. Gupta was quoted in Forbes.com on Feb, 12, 2008 and Feb. 25, 2008. and quoted by Reuters on Feb. 12, 2008 and. March 3, 2008

No grad stage for racy rapper

By Christopher O'Donnell June 6, 2008

Excerpt:

But some experts say the district could be on shaky legal ground.

Dr. Uma Gupta, a former president of Alfred State College in New York State who now advises schools and colleges on Internet issues, said the punishment would only be legally valid if the district can prove the songs endangered or affected the education of other students.

"Anything that a student does on his or her free time using their computers, the school does not have any right to punish them," she said.

Known as cyber-bullying, the use of the Internet to criticize others has become an increasing problem for school administrators, Gupta said.

A Pennsylvania student was suspended for 10 days for posting derogatory remarks about his principal on MySpace. After his parents sued, a lower court ruled that the school violated the student's free speech.

"While it seems logical that when students misbehave they should be punished, in the case of blogs, or the case of MySpace, or the Internet, the schools have very limited leeway

Can Internet Babies Coo?

By: Uma G. Gupta, Mar 29, 2008

Asian Week

In the physical world, empathy and morality can be influenced and taught by exposing children and adults to situations that emphasize our interconnectedness. The challenge is how to do this on the Internet, where cyber-bullying and harassment are growing problems.

According to Paul Bocij’s book The Dark Side of the Internet, approximately 4 percent of Asians have been victims of cyber-harassment, and if those numbers don’t seem significant enough, a case study in California illustrates how cyber-bullies can target ethnic groups. The Washington Post reported that in 1996 Richard S. Machado, a former student of the University of California at Irvine, sent harassing e-mails to 59 Asian students with the signature “Asian hater.” Cases like these raise the question of how to combat aggression before it gets out of control. It may have saved the life of South Korean entertainer Yuni, who took her own life in January after being harassed by an anonymous predator.

Beware: Bullies Prowl in Cyberspace

By Dr. Uma Gupta

Rochester Democrat and Chronicle, Feb. 21, 2008

"The challenge is how to do this on the Internet, where cyber-bullying and harassment are growing problems."

Cyber-harassment in Academia

By Dr. Uma G. Gupta

June 2008

The process of leading higher learning institutions is not for the faint-hearted. Leaders are called upon to navigate the competing and sometimes hidden agendas of multiple taskmasters and the communities their institutions call home. A new challenge that is showing up on the agenda of administrators in higher education is cyber-bullying among students, faculty, staff, and community members.

Blogs are an ideal platform for cyber bullies. "Today's blogosphere is a veritable Wild West of verbal ambushes and shootouts, with very little fear of legal recourse to keep character assassination, defamation and dirty business tricks in check," wrote Judge Edward Fadaley, retired associate justice of the Oregon Supreme Court. Daniel Lyons of Forbes magazine summarized the motivation for slanderous blogs as follows: "Web logs are the prized platform of an online lynch mob spouting liberty, but spewing lies, libel and invective."

Although cyber-bullying and cyber-harassment are used inter-changeably, there is a difference. Cyber-bullying refers to bullying of children and teens by children andor teens, while cyber-harassment involves adults on one or both sides. If we set aside this distinction, there is considerable common ground between the two. Both rely on all forms of digital media, including instant messaging, blogs, websites, e-mails, chat rooms, and cell phones and both may use anonymity to engage in relentless, and vicious attacks. In both cases, the intent is to threaten, humiliate, and destroy the victims by causing emotional distress, demanding submission, spreading lies, and compromising the economic and social wellbeing of the victim. It is a deliberate, malicious act done for self-gain and satisfaction. In an unsupervised digital world where identities are fluid and fiction can become fact overnight, digital predators find cyber-bullying and cyber-harassment to be an exciting game that provides them with an emotional high, twenty-four hours a day, seven days a week. Today, the footprints of digital predators can be seen all over the world as they target victims without regard to nationality, gender, age, education, class, race or religion, and make virulent attacks. It has become a growing problem for governments, legislative bodies, corporations, communities and individuals.

Cyber-bullying on campuses can take many forms, including students bullying students, students bullying teachers, teachers bullying students, faculty and staff bullying other faculty, staff, administrators, and Board members, and administrators bullying faculty and staff, or any combination thereof. Although the research on cyber-harassment in academia is in its early stages, an article on BNET, "Bullying in Colleges by Students and Teachers," shows that men tend to bully more than women and although girls in high schools tend to be more bullied than boys, both male and female college students were bullied equally. The report also suggests that nearly 60 percent of students have been bullied in one form or another and that students who have been bullied tend to become bullies themselves. As someone who was the target of severe cyber-bullying, while I was president at the State University of New York at Alfred State College, I can personally attest to the debilitating effects of cyber predators on my family and myself. As the first woman of color in the college's 100-year history, I was repeatedly cyber-bullied by a small group of disenfranchised faculty and staff on an anonymous blog. The blog by "Brewester Pennybaker" attacked me and my senior leadership team, which included several female administrators, with derogatory remarks about women and racial and ethnic slurs. Based on a threatening e-mail that "Brewester" sent to me at work, Brewester was eventually traced to be an administrator that I had removed for unprofessional conduct. Cyber bullies at Alfred State College damaged the institution and its progressive agenda. Society has always looked up to the professoriate for thought-provoking solutions to thorny problems-rarely anticipating that academia itself could become a part of the problem. What happens when educators themselves become digital predators who resort to lies, slander, and racial and ethnic slurs when they disagree with an authority figure? What happens when "Do as I say, not as I do" becomes the unstated mantra of digital predators, and students observe in shame and disbelief the unprofessional conduct of faculty and staff?

What can colleges and universities do to address this growing problem? First, educate all stakeholders about the nature, scope, and definition of cyber-bullying. It is broad and includes threats, abuse, and humiliation in the form of e-mails, blogs or other digital media. Second, ensure that your institution has cyber-bullying policies and procedures in place. These policies must be widely distributed and discussed so that key stakeholders have an understanding about the magnitude of this problem. Third, institutional judicial systems and ethics committees should be ready to take on this challenge. Fourth, conduct workshops and seminars to educate campus constituents as to what steps they can take to combat cyber-harassment. Finally, encourage and emphasize the importance of kindness and civility. Toxic work environments are on the rise and it has a debilitating effect on the health and mental wellbeing of all, both the bullied and the bullies.

Dr. Uma G. Gupta is president and CEO of Global Cube Consultants, an educational consulting firm.

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For a Free Consultation, Contact: Jackie O'Neal, (609) 334-8621 or e-mail me : jackieoneal@helloworld.com

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