A creative blog by Tracy Larrua on The Whole 9

Tracy (or Trace, as friends call her) Larrua lives and works between Hawaii and L.A. A seasoned pr/marcom specialist with a knack for helping out the little guy, she also secretly moonlights as a Maroon 5 groupie and has an extreme love for handbags. When not glued to her sassy MacBook, you can find her hiking, swimming, dancing, or laughing really loud with friends.

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PR Pet Peeves

March 6, 2010
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First, let me start out that I held back for awhile from even penning this.  But it happens too often in the realm of communications so I thought I’d bring the subject up.  What am I yakking about?  What can easily get my marketing blood boiling?  Well, its my PR pet peeves.  But hey?  I thought if I shared a few of them with you all, that maybe other folks out there could relate (because you know- in the public relations industry, you relate with the public) and might have some pr pet peeves of their own that they would like to voice.  So, I say we bring it out in the open.  Maybe something good will come out of this.

PR pet peeve #1:  Returning phone calls or emails in a timely manner (or at all).

What’s the deal with people nowadays?  Is it really too hard to ask to return a phone call, or an email, in a timely and professional manner?  Especially in a work or project related situation that is time sensitive?  Has the recession got you down so much that you can’t even tap a few numbers out on your smart phone?  I experienced that recently with a sort of famous person (through marriage) who I literally brought, on a silver platter, an amazing promotional partnership.  What happened?  This person never called back.  This person never emailed back.  I mean, you can take one minute out to say,”…Hi Tracy-  I just wanted to let you know that I’m slammed but have brought this info to the board for consideration…”  Instead, said person came back to me several weeks later stating that they were ready to get involved.  I then informed them that it was too late, and unfortunately, the opportunity went to… their competition.  You snooze?  You lose.

PR pet peeve #2:  Listening to your voicemail.

This one makes me nuts.  You see, the reason God invented voicemail, was so that when you can’t speak to the person you are trying to reach, you then have the opportunity to leave a brief (note, brief) voicemail stating your name, phone number, and what the message is regarding.  It may go something like this:  ”…Hi XXXX, it’s Tracy. I’m about to step into a marketing meeting for the rest of the afternoon, but I wanted to let you know that the client is interested and would like to receive a bid from you by Monday…”  That’s it.  See, voicemail was made to help make people’s lives a bit more efficient.  Instead, what happens is that the person who was supposed to get the message, looks down at their phone later, sees my name and that I’ve called, which then makes them just hit their re-dial button, so that they can call me back instead of listening to said instruction on voicemail, to say, “…Hi Tracy!  What were you calling about?…”  thus-  wasting more time.

PR pet peeve #3:  The miss-use of electronic gadgetry aka the cell phone.

Because our society has become so much more A.D.D. than before, and because people are on a “need-to-know-it-now!” basis, the cell phone, which was supposed to be our friend, has now kind of become… enemy #1.  Here’s an example:  Let’s say you’re sitting at a lunch meeting with four other colleagues.  Etiquette is that you simply announce that you may have to take an important call, and when the call comes in, that you will step outside to take said call.  Simple, right?  Wrong.  It seems that manners and basic consideration of other people’s time have gone out the window.  I’ve been in meetings where every single person has their cell phone on the table, as if it has a permanent place setting next to the fork and knife.  And if that’s not enough, instead of being present in the meeting, everyone is constantly looking down [note: see previous blog on "The Look Down Generation."] to make sure they aren’t missing out on anything.  Here’s my rule:  unless you’re wife is about to give birth, or some other similar emergency, you turn the phone off and pay attention.  Period.

Ok, I shared you mine.  Now share me yours;)

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celestevoce

I am right there with you with the cell phone thing. I always turn my cell phone off when I’m out for the courtesy of EVERYONE. I hate hearing people’s call in the grocery store, bank, walking down the street, and it’s even worse when you’re out with a friend and they interrupt your time together to take a call. Honestly, turning off my phones when I’m out is NICE — in this day and age it’s almost nice to seem unreachable, but most people I know like to know that they’re always wanted, and it’s so RUDE when I want to spend time with them in person.

awaken2sun

My pet peeves include:

1. People who leave long and rambling messages at a snail’s pace and then when they get to their phone number they leave it at warp speed one time — ensuring that you will have to listen and re-listen (and usually listen a third time) to their damn message to get their number.

2. People who return phone calls in which you asked for specific information and just say “This is such and such, give me a call.” No, how about you leave the info on my vm so I don’t have to give you a call.

3. People who return emails that have a list of questions that need to be answered in a timely manner so that THEIR project gets done on time and correctly with an email that says “Sounds good.”

4. People who are on their phones when they’re in public places (stores, post offices, banks, etc.) and especially those who can’t put their phone down to be courteous to someone that is taking their money. Have you ever noticed how these people are never talking about anything but the most mundane of things and are usually bitching about something or someone. Keep your gripes and your toxic energy to yourself people!

grool

Great read! I totally agree with you on all of these, but I really hate it when you do finally get a call back from somebody, that is supposed to be answering a question you left for them, but they instead end up just shuffling you off to ten different people with ten different answers, and you are even more confused about your problem that you were previously! That grinds my gears worse than anything. That, and I just love when I can overhear somebody else’s phone conversation because they are talking so loud that the whole world can hear them… It is like haven’t you heard of using your INSIDE VOICE! Oh and don’t get me started on War and Peace voice mails where the person talks so fast and give so much information you need to literally have a professional senior courtroom stenographer to repeat back the minutes for you!

poorgood

i think cellphone answering/texting options and email/facebook/etc. programs have made it ok NOT to be in immediate touch. and one of my pet peeves is when people sweat me because i didn’t jump and answer them instantly.

trace

thanks all for your comments. and yes, i am with you on all of these above!!! i know what you mean about how people sweat you when you don’t pick up their phone call that instant, etc. i often laugh at that because before, when you didn’t have cell phones, you left a message and then you called back when you can. but now, because everyone uses their cell phone as their landline, i think people expect that your phone is glued to your hip, or on 24/7. me personally? i use my phone during “work” hours. i also turn my cell off at night for several reasons: to re-set the phones settings and to disconnect from the world. hey, just because i have a cell doesn’t mean i’m having a relationship with it. its there to help with communication and the convenience, but it certainly does not run my life.

THE LOOK DOWN GENERATION

December 17, 2009
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Because I work in the mobile way, I can pretty much create wherever and whenever. And if I land at anyone of my favorite coffee shops (or the beach) and catch a wifi signal, then it’s on! But lately as I roam about town, all I see is people looking down. Literally, looking down. Walking looking down, driving looking down, and even at lunch or dinners, looking down. One day when driving on La Cienega Blvd., one of the busiest streets in L.A., I was at a stoplight. When I looked up to observe the intersection, all I saw on all four corners was either people standing, walking, or sitting in their car, looking down- texting. Wow.

No one seems to connect these days. I am at times, guilty of that. For me, and what I do, I need to email most of the times and sometimes text. Most people I work with prefer that over to a phone conversation because the info needed to conduct business is either in the details of an email or a text such as a phone number, directions, etc. As well, many people don’t have the time or luxury of a phone call. It’s easier to write an email with “…Hey Heidi! When you get a chance, open the attachment and let me know your thoughts on the proposal and the artwork. Looking forward to seeing you tomorrow. The address for the meeting is…” vs. leaving a voicemail (which people often don’t check; instead they try to call you back right after you left the message, to hear what you just left on their voicemail service, without listening to the voicemail first to learn that I just walked into a meeting and can’t talk and just left them important info- a personal pet peeve of mine). Sorry. I’m old. I like to be efficient. Not redundant.

I’ve said it before and I’ll say it over and over again: Though technology is good, it is also evil. It is that thing that can help you as well as create havoc if balance isn’t practiced. I’ve been at meetings with professionals, who in between bites of their Chicken Cobb salad and conversation will constantly look down in 15-second intervals to check on the red light notification of their cell phone. I’ll excuse it once. But on the second time, I’ll actually ask if they wouldn’t mind focusing at the task at hand as to not waste anyone’s time. Unless you are expecting an emergency phone call (or text), which by the way, should be announced at the beginning of the meeting, just wait until you’re done with the appointment and check on the way out to your car. That’s why Santa and his little technology elves created voicemail. Otherwise, skip the A.D.D. behavior of looking down and not being present, and BE present.

And that’s my holiday gift to you… the friendly reminder to strive for electronic balance in your life in 2010. Ho! Ho! Ho! Mele Kalikimaka e Hauoli Makahiki Hou;)

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celestevoce

Thanks for the reminder — everyone these days needs it. *Looks down at my phone to check for any new texts* Hah. Mele Kalikimaka to you too!

grool

I couldn’t agree more. People taking the time for face to face real conversations and contact is probably one of the greatest problems in society. We’ve all become so used to the quick and the dead sort of instant gratifications of technology in that we’re giving up on something we’re wired to do. Communicating through our facial responses and senses, especially the eyes. Because sometimes it doesn’t take a single word, txt, or even a grunt to get a point across or tell someone what is going on. It is usually all right there in our eyes, the most emotive portions of our biology. Perhaps that is where we need to start looking up to. :)

WEB LIFE 2.0

August 29, 2009
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In the beginning, most people used the www or the World Wide Web just as a tool for research. I know that for me, as well as most of my p.r. and marketing colleagues, the web has become one of the most important tools in our arsenal. With it, I’ve been able to find everything and anything from info on my client’s competitors, to demographic and psychographic research, to the latest media updates.

Now, things have changed quite a bit. With what is going on in the world with the economy, the recession, and unfortunately, the depression, it turns out that the web is once again, coming to our aid. But this time, it is being used not just by companies but also by individuals as a way to individually brand ones self. That’s right. For instance, if you have been laid off and are looking for a job, one can no longer rely on just sending out the de rigueur resume. Instead, bold times calls for bold moves and now require that you get your info front and center, and that means online.

But before you can do that there are some things to think about. For starters, besides a professional headshot and your general info outlining your skills, you need to think about how people, especially those in the position of hiring, can actually find you. That means making sure that everything from your web address to your content is filled with words that are actually searchable. Keeping that in mind while working on your design and overall look is key. I always recommend clients to use either their name in the address or a combo with their company name in the address.

The same principle goes if you are a business trying to get, well…. more business. Again, you want to be able to have folks find you. Isn’t that the point? A good example is my friend Diana who has a wonderful skincare company. What is it called? It’s simple. Diana B. Beauty. Her website address? Easy. It’s www.dianabbeauty.com. Her company is her name and her name is her company, therefore making it easy to remember, easy to locate, and ultimately easy to purchase her products.

Overall, what you want to do is this: Make searching for you, your brand, or your business as easy and accessible as possible. Yes, you want to stand out but you don’t want to have your on-line resume or your website be so complicated that people cannot find you. I’m always a fan of the less is more theory. So when creating either your on-line resume or your company website, make sure you cover the basics before you get fancy. It’s all about the foundation of what your information stands on that counts these days.

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poorgood

yes, cover the basics always before getting fancy. great advice!

awaken2sun

This is great information Tracy. These days I see so many people whose online presence is so convoluted with them represented one way on one site and one way on another site. It’s important that everything look, feel and say the same thing and convey the same message.

trace

You’re very welcome! Yes, I come across this topic all the time. People are inspired and they get excited so they create a company name that might sound cool, but doesn’t relate (in the head) to who or what it is actually connected to. That is why I always recommend people find a way to marry-up their site to their name or company name. For me, my name is synonymous with Poi Planet and vice versa, but that was completely choreographed. Same goes for individuals trying to develop an online presence vs. the typical resume. Simple things such as the email address’ relation to the website address is important. For example, first name/last name such as “tracylarrua@gmail.com” connected to “www.tracylarruamarcom.com” is easier to locate. Too many times, I see a company or individual who pick a too trendy name that doesn’t connect to their email. Giving more thought to this before branding it everywhere, is key.

“Give To Receive. Your Community Thanks You!”

June 22, 2009
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One thing that I am a huge fan of is donating time to worthy organizations. The thing is, these days we are flooded with all kinds of organizations or non-profits or clubs or charities that could use some help. Here’s what I suggest. Find an organization you are passionate about, or a cause that you can really get behind, and give them a call. In these trying times of less is less vs. less is more, many groups I have spoken to are happy to receive just about anything. I’ve spoken with an organization that used to only collect canned goods. Now they are accepting gently worn clothing as well as toiletries. Another group I spoke to is accepting volunteers to assist with one of their many programs, as they are so short staffed. Right now, it takes a village or at least a few more extra hands.

For me, I decided it was time to lend a hand or two with assisting non-profit organizations with their pr and marketing plans. As you know, or don’t know, having someone on staff to cover the pr and marketing side is a luxury that most organizations simply cannot afford. Personally, it is nice to lend a hand to someone or a group of folks who could use some guidance in how to promote their services, or how to raise funds or how to get their name out there. For me, it is actually…. fun. And, in my particular way of helping i.e. press releases, or coming up with ideas to raise awareness, I get to share some advice and tips with those who could really use the assistance. The other thing that is great about donating some time or services is that you unknowingly make new “things” happen. New energy evolves. You make new friends, new acquaintances, and even learn about a service in the community that can really help others. By volunteering, you actually open your head and take a peek into an area that you normally don’t spend much time in, making you (hopefully) more creative in whatever it is that you do.

Whether you are a painter, sculptor, musician, writer, designer, actor or simply an arts advocate, giving back to the community in whatever part of the world you live in, is a wonderful way to receive (and I’m not talking about material things). It is a way to open up your heart and help others– just because. Now get out there and get involved. Share your talents. Your community thanks you!

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theroadhome

There’s something hugely liberating when you give time and energy to a cause. I don’t do it nearly enough, or as much as I used to. I’m glad you put this post up!

Getting out of your own head and putting energy into a purposeful goal for others is truly one of the best things you can do for your community.

“My Life-Long Love Affair with… my Laptop”

May 29, 2009
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I know.  Pathetic right?  But it recently became the subject of conversation when my friend’s laptop recently died.  It was such a sad day.  It made me think, “What if something were to happen to my beloved laptop?”  I mean, my life is basically in that thing.  I mean, her.  Yea, her name is Trixie.  She holds my brain (stop laughing) within her little black case which goes everywhere with me, and I do mean everywhere.  As an example, I brought Trix to a few meetings with me.  When they were done, I went to run a few errands.  When most people will leave their laptop in their car, I do not.  Trix is right there with me, in a sling bag that is snug next to my body.  One pal joked with me and said, “Are you kidding?  You can’t leave it in the car or the trunk?”  My answer, “My entire life- ideas, writings, musings, thoughts, promo ideas, press releases, etc. is in this thing.”  My pal’s answer, “Forget I ever mentioned it.”

My life-long love affair goes waaaaaay back.  Remember when Apple first came out with the MAC duo-dock?  Yea, most don’t.  That’s how far back my laptops and I go.  I mean, I’ve had desktops before and they are great if you are stationed at a desk all day.  But I’m a mobile person working between two cities and my laptop needs to come with me wherever I go.  Especially with what I do for a living, I need to be able to put together a press release or write a memo at a moment’s notice or jot down an event idea, from wherever I am.  Inspiration and ideas do not sit and wait for you to get back to your desk or cubicle, as I have found.

Right now, I am currently dwelling with “TrixieTres” (Trixie Three in Spanish) as she represents the third laptop I’ve had the pleasure of partnering up with over the years.  And, it doesn’t stop there.  I am getting ready to purchase “TrixieShi” (Trixie Four in Japanese) so that I always have a sister for TrixieTres, and of course, a reliable back-up.  Each of my laptops have had very special cases which showcase their own personality and have all had unique bags to live in when they are not permanently attached to my lap, or lying in bed with me, or sharing a cup of morning coffee on the outdoor patio table.  To some, it may sound funny, but I had a friend who used to have her laptop sit upon a beautiful piece of red velvet fabric, treating her laptop as though it was the Queen of Sheba, before she got to work.  And I get that.  Why?  Because that piece of technology is the roadway to expression for most of us pr folks, writers, artists, etc.  To me, that laptop is an extension of me, my brain, my thoughts.  It’s like an extended family member or even a pet.  

“Pet Trixie.”  I don’t think she’d like that name.  I better keep that thought to myself.

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miltt

Although I have had 2 laptops – I gave the first one to my son because he lives in an apartment in NY that is so small, either he could have a family or a desktop computer – I never fell in love with it mainly because of the keyboard which is not built for anyone having a wrist less than 6 inches long before it becomes a forearm. I am a writer and I need to feel the solid edge of a support rail on the desk.

I blame the bank failures and the real estate crash on the existence of laptops. If all the smarmy little shitfaces who work on Wall Street and try to convince everyone of their importance by laptopping on trains, planes and in automobiles had kept their hands in their pants where they could have done some good, I do not think we would have had this recession.

No good ever came out of working in a moving vehicle unless you are a bank robber and the vehicle is in getaway mode. Come to think of it, there is little difference between a bank robber and a Wall Street Broker except for the fact that the robber is more honest about his wants and needs.

Of course, it was this very crash that allowed me to buy an oceanfront condo in Miami Beach earlier this year. The market was so bad that they were giving them away with lifetime subscriptions to the Miami Herald … and you get to keep the condo even if you cancel your subscription. Imagine me, the universal and eternal street kid living in the 5700 block of Collins Avenue with all the shitfaces who are losing their condos because they thought they could buy high and sell higher. And I thank the one who put in the new granite kitchen before she went belly up … although I could have done without the pretentious wine rack built in over the stainless steel refrigerator. Thunderbird don’t need no racks!

Lollipops and unicorns

briannieman

My laptop does not have a name, neither does my car. Hell, I don’t know if it’s a boy or a girl. I don’t even know where to look. Not sure I want to know but that’s my issue. I live in denial…am quite comfortable there. It doesn’t matter if it’s the IRS, my retirement or the necessity of an oil change. Those things only matter after the bank levy, the shopping cart is being filled ( with my life) or the car is making quite unexpected noise, at which point I yell back, just as loud. My relationship with my laptop is quite disfunctional. I use it for everything ( my photography, my music and my links to the outside world). We are so close…..I touch and caress it more than anything or anyone I know. I rely on it for everything yet I treat it poorly. When my faithful G4 became soiled from neglect, I decided I would finally clean it. After all, it was once white. After a scrubbing of ‘bug and tar’, my laptop now feels like suede ( at least that’s what I’ve convinced myself. I think my friends would say that I treat them a bit better. At least I hope so.

Let me get back to the story. In my fantasy world, my laptop would always be there. I can load my entire life on it’s back ( good AND bad) and I expect it to be there, answer my questions and solve my problems when I ask. I see it as a vault to safeguard my art without question ( after all, people don’t have a backup Swiss bank acount…except bernie matoff).

Then it happened. I turned on my always faithful servant but this time it appeared it was asking me a question. As I waited for the screensaver and dashboard to appear, much like the sunrise, I saw something else. My Mac was showing me a monitor with a flashing ?…….even I knew this could not be good. Was it telling me it didn’t recognize me? Was it saying it didn’t understand me? Perhaps it just didn’t like my attitude. What about the mac ad that it had always been there and would always be there…beyond the end of time. Then I realized that was something I had heard in Catholic school, not a Mac ad ( the all-knowing part may be from both).

My life began to slip away from me. It was like coming home to find half of the closets empty or to find that your savings ( and checking) account now had a zero balance, courtesy of the federal goverment. My pulse raced and I felt ill. Your wife (soon to be ex) no longer cares and the IRS will snicker in your general direction. The person who WILL care is your geek friend. He comes over and after reminding you of approximately one million geek comments, will tell you about start-up discs ( which I don’t have in my expansive record collection) and recognizing something or another and after a few short minutes has brought my life back to life.

My artwork is now backed up shortly after it has been created. My mp3’s have all been burned to discs. Any vital information is stored on flash drives and portable hard drives ( who knew they had such things). You CAN teach an old dog new tricks. I just wish I knew a $600 per hour geek in a $4,000 suit who can network with the IRS.

gottanikoncamera

Thanks for this article, Trace! I’m gonna print it out and let my girlfriend read it. She has never understood my passion for, and kid-glove treatment of, my MBP. It too, is rarely far from me and never, ever, stays behind in the trunk. She thinks I am overly paranoid and OCD when I insist she lock her front door when we go for short walks if my Macbook is in her house.

‘Course, I don’t really play dress-up with it, either… :-)

trace

thanks for the comments! yea, its interesting huh? the laptop has become an extension of ones arm. i treat it with kid gloves. its never in the sun, it has a beautiful perch to sit up on with a cooling device under it, it has an extended keyboard for hours and hours of creating, and i keep it clean with a special cloth (i have a black macbook- its notorious for finger prints).

“You Are What You Eat”

April 6, 2009
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And, by that I mean… if you only study traditional p.r., then that is the only discipline you will know. If you only study advertising, then that is the only discipline you will know. This is fresh on my mind because I just taught my first of many pr/marcom (marketing communications) workshops via The Whole 9. I’ve conducted PR 101 classes before for companies I have worked with, but never for the general public. I found it to be fun, interesting, but more so- that I was so passionate in wanting to help others, and had so much information that I wanted to share. Who knew that four hours was barely enough time?

Going back to my original thought above: Times are a changing people. That means that you have to change with it, or get stuck way in back of the line. I know, I know. Many of you will be fighting change and will be going down kicking and screaming, but if you are open to change, you will be surprised as to just how much more marketing you can do for your business, for yourself, etc. For some folks that I know who have only spent their careers building it in PR, they are now finding themselves being laid off, or worse, out of work. How could this happen? Well, easy. They were so busy doing what they were doing that they didn’t stop to look to diversify… themselves.

How to diversity in times like today? Well, its a good idea to take a class in another related marketing disciplines such as promotion, publicity, advertising, on-line marketing, etc. For example, take up photography so that you can shoot your own images if you are a jewelry designer, or read-up on new advertising trends so that you can better understand media buying in the case you wish to expand and run an ad on your upcoming art show. Start taking the time to stop by the book store and make note of all the publications you wish your business was featured in, and begin the task of building your own personal media list. The point is to not get so set in your ways of how you market yourself, and to be open to other ways of getting the word out- getting YOUR word out.

If you’re interested and would like to learn more, please sign up for the next “The PRsenal, Get The Word Out” on May 9th at The Whole 9 Gallery. It covers the basics and can get you to a better understanding of how to look at marketing yourself, your art, your business in a way that you never thought before. I look forward to seeing you soon!

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poorgood

great blog. and the times are a changing, and in fact, they have done changed. with lots of folks working fewer hours due to lay-offs and company cuts, there is much extra time to indeed learn something new.

gottanikoncamera

I really enjoy your blog. You always seem to inspire…I echo your thoughts on diversification. It not only expands your ability to do more, more importantly it enriches your creativity in your own chosen field. David Kelley (Ideo) started Stanford’s d.School not too long ago and he welcomes non-designers because he knows that infusion of perspectives and expertise will enrich the program, and because he hopes that the design process can be applied towards other disciplines to create out-of-the-box solutions in those areas. It’s no coincidence that the greatest problem solvers are also among the best read and most innately curious people…Great blog.

trace

hey “poorgood” and “gottanikoncamera”: mahalo for your feedback. the subject of diversification is on my mind first and foremost because THAT is how i have been able to sustain myself. i started in advertising back in the 80’s and many of the things that i learned then, apply to my pr and marcom world. you kow, all those weekend working for free with the camera crew, or helping with casting talent, or doing V/O work- it has all come in handy because i have worked in it, and behind the scenes, and know how it can be blended into what i do in the now. i truly believe in not being so stuck in any one thing, because that one thing, may go away one day real soon. beyond all of this, i also believe that if you do what you love and what you are truly, truly passionate about, the money will come. i am hearing from colleagues all over the place who are just now taking a hard look at their career and life only after being faced with news of either a lay off or a down-sizing. i say now is the time to man-up and be brave!! rather than be one of those in the crowd who is complaining about the economy, i say do the opposite. praise how bountiful and good life, work, and love is and it will be!!!

afajardo09

Loved the workshop, but you are right: 4 hours was not enough time. Thank you. I look forward to a follow up class if you have one in the works.

“Because Sharing IS Caring”

March 12, 2009
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So, it has been one of my life goals to teach and share the inside-inside tips of the making of a good pr professional, what it takes, what the skill set needs are, and all of that good stuff, because believe it or, it is an art form.  And not just anyone can do it.  Well, let me re-phrase that.  Many people can do it, but the ones that excel in the field are the ones who have an eye for detail, a sense of humor, some mad talent, and a passion to communicate.

Some call me a publicist, promoter, event planner, marketer, but in the end-  I’m just a girl in the world (taken from favorite Gwen Stefani lyric) who wants to help others to get their message across.  Call me crazy, but coming from an island state like Hawai’i, it is just sorta in my DNA to want to give some Aloha.  Aside from that fact, I come from a loving family with two parents who will, and have given the shirt and mu’u mu’u off their backs to help others.  No matter how hard I try, I’m just a girl who can’t say no (ok, another lyric taken from the musical, Oklahoma).

There are many marketers out there who don’t share the “knowledge” for fear that some new young buck will soon take their job.  Not share?  What?!!  I spit on you!! (that line said in cheesy French accent i.e. Inspector Clouseau).  I mean, seriously.  In my head, I’m saying, “Please some new young buck!!  Please learn this craft so that you can take over, make it better, and let me retire and go on to the next chapter of my life!”  With that, I have always been one to mentor, share, teach, even when I wasn’t aware that I was actually doing that.  First, I must warn you before I go on.  I’ve had many students and any one of them including Elijah, Joy, Gabe, Mimi, or Sarah will tell you that if you aren’t serious about really learning while in the “School of Poi,” then you need to run.

My approach is informal, yet formal.  Casual, yet corporate.  Serious and yet, serious fun (well, at least I’ve been told).  I’m not the kind of teacher or mentor that will have you run Xerox copies all day or file papers when in the learning mode.  I’m the kind of coach that will actually empower you to DO IT.  Yes, that means that you will run the event, you will handle the VIP list, you will take first stab at crafting the press release, and you will enjoy a nice glass of J Rosé bubbly at the end of the night to celebrate your success.  Those are some of the highlights.  Some of the other things students will experience while working with me also include stressful moments such as your celebrity guest(s) not showing up, dealing with sometimes fussy chefs, gate crashers to your private party, or trying not to kill your own sometimes clueless colleagues, whom you’re promoting, who are looking at you going, “What event is happening today?  Huh?  What are we doing?”  Arrrgggh.

I can go on and on, but instead of doing this here, why not join me at “Get The Word Out,” the pr workshop at The Whole 9.  The first workshop is on Saturday, March 21st with a second one on Saturday, May 9th.  Why?  Well, why not!  In these times, more and more folks are in the mindset of DIY PR (do-it-yourself PR) and needing to better grasp how to market their wares, especially because they are not in the position to hire a big firm.  So, bring your laptop or notebook and get ready to riiiide (aka wriiiiite).  I’ll be sharing…. four… straight… hours… worth… of learning the basics.  It’s probably a good idea to bring a snack too (I prefer wheat/free-gluten/free rice crackers…  just saying).

And like Steve McGarrett said with a steely eye from the TV series Hawai’i 5-0:

“BE THERE, ALOHA!”

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poorgood

great blog. and it IS about paying attention to detail. and i sure did love that you mention being from an island, then quote from a musical named after our country’s most land-locked state.

shadesofnature

I wish ! Good -luck…from the Canadian girl that lights up your life. http://www.shadesofnature.ca

patriciasmith

I SO wish I could be there to attend this workshop. Could you send me a transcript? ;)

“Bloom Where You Land”

February 16, 2009
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So, I’m participating in a wine tasting class in Honolulu and observe all of the interesting guests who are a mixture of tourist, wine aficionados, locals who want to learn about wine, and everything else in between.  Keep in mind that I am just doing what I do:  research.  And usually along the way, sooooomething happens.  In this particular case, I discovered that the featured winemaker is a young man originally from Hawai’i who now makes wine in Los Olivos.  What are the odds?  So, not only do I discover that the young man is gifted with the grapes and that his wines are simply brilliant?  But in just a local-to-local person conversation, find out that no one is handling his p.r.  We chat a bit more, exchange business cards, and we’ll hopefully meet soon to discuss future possibilities.  All this over the love of really good tasting wine.

Another L.A. story:  I have a dear friend who has an amazing skin care business.  Although she has concentrated on the East Coast mostly and has her products in only very high end retail stores, in a conversation one day over where I was (physically) and what I was doing, the subject came me up that she was now beginning to research ways into getting her amazing little items into the luxury resort hotel and spa market.  What was even more interesting was that many of the hotels she was dreaming about having her products in, were properties that I’ve worked at or have colleagues in.  I thought to myself, “How crazy is it that I actually understand the process on the hotel side and know exactly what she has to do in order to get them in there.”  And the only reason I would know that was because of my long and storied (and sometimes manic) history with high-end hotels.

On a work/play trip to San Francisco a few months ago, I was out having lunch with friend of mine who is a television producer with a prominent station there.  We got together to visit, eat, and get caught up since he had recently gotten married.  While we were walking and looking for an ideal spot to eat, we started talking about restaurants and what’s new in the city.  Then my friend started telling me about a restaurant that is being renovated and how they are looking for someone with a background in F&B (food and beverage to you non hotel and restaurant types), but that they aren’t looking for a firm, but rather a one-man shop and someone who understands how to work with a small business.  Hmmmm…..  I love food.  I can promote food.  Perhaps this could be something?  We exchange info and the next thing, phone calls are made and a meeting is in place.  

I started to see a pattern in something that works for me, and I’ve touched upon this a bit in a past blog, but I often wonder if the pattern could also work for other folks?  What I mean is, in these crazy economic times, aren’t we all looking at other ways to find good, interesting, meaningful work?  And especially work that can provide us some kind of income so that we can be upstanding citizens and pay our bills yet still stay inspired and creative?  So, if you work in pr and marketing but have skills in other areas, isn’t it time to use really use them?  For instance, I have a background in advertising, publishing, arts, photography, dance, choreography, theatre arts, am great with kids and babies, am very used to public speaking and have led many a pr/marketing workshops, and best of all-  I can type like a ‘mofo’ at 126 w.p.m.  Technically speaking, I should be able to find work in any of these related fields, no?  And still have fun, no? 

Hmmmmm…  by now, I’m sure you’re wondering to yourself, “What the heck has gotten Trace to think about all of the above???”  Well, its the economy for sure, but more so from something I read recently about adapting your skill set when one skill or related industry may be in a lull or in shift.  The sentence I read was something to the effect of “…Be like a seed that is blowing in the wind.  Bloom where you land…”  Just a simple line, but to me, very profound.

Now I keep that in mind, constantly.  I’m like a bad-ass ninja with Ugg boots, making my way through the city with my laptop in hand and my gig bag slung over my shoulder.  And, I repeat this mantra over and over and over to myself.  Whether I am working in my birth state of Hawai’i, or my adopted home of L.A., or on travels to San Francisco, Santa Barbara, and…  not as sexy but, ok- Florida, I have put myself “out there” in order to find new opportunities.  They may be pr related, they may be marketing related, they may be sales related, etc.  But the point is that in these times, we no longer can just sit back and wait for the usual and favorite gigs to show up on the beloved work docket.  We have to go beyond our own comfort zones and find other modes of… finding ideal work, in an unusual time.  Now sit and make a list of all of your skills and you’ll be surprised what other new opportunities are out there waiting just for you, but in other areas of industry.  Go on, do it now.  And don’t make me say “I told you so.”

 

 

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poorgood

a winemaker in los olivos? love that area. what is the name of the wine?

trace

hey you! yes……. it is called “kaena wine” and it is beyond fabulous. the wine maker is mikael sigouin. check out http://www.kaenawine.com. i love the local-boy-does-good thing. and how’s the kydd?

maitriquest

You are so right! I think too many of us have gotten into very stiff, “should” places about what kind of work we do, or focus on. The more I delve into my passions and keep my mind/heart open the more opportunities click for me. The big budgets might few and far between right now, but some great projects are still available.

Out With The Old, In With The New!

January 1, 2009
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Happy New Year all, or as we say in my native tongue, Hauoli (HOW-O-LEE) Makahiki (MAH-KAH-HEE-KEE) Hou (HO)!  Each year, I trek home to the motherland to visit my ohana (family) and spend the holidays with them.  Our family is not like any other family I know.  I mean, we gather and eat together like other families, but our family is….  sorta nuts.  And I mean that in a good way.

Our clan is a melting pot of primarily Hawaiian, Filipino, and Haole faces and we come from all areas of the world.  No matter what happens, we all know that during the year, we are subliminally getting ready for “Ohana-Palooza” by mid-December.   My ohana from New Jersey comes into town first and calls a luxury compound by the beach, “home” for several weeks.  It serves as headquarters for all of the activities, if you will.  That means cooking, swimming, bike riding, lounging, and for playing several rounds of board games from Scrabble (uhhh, no…  “Bave” and “Zowe” are not real words), Catch Phrase (do yourself a favor-don’t do the music version and if you are, then consume wine), and Pictionary (this is where we discover that some of us are cute, but can’t draw).

During the days and nights of this gathering, there are keikis (children) crying, little boys screaming in the swimming pool, adults consuming amazing amounts of tasty wine, young parents having minor disagreements, lots of driving back and forth into Kona-town for supplies, lots of picture taking, but always… lots and lots of laughter.  One of my most favorite things in life is the fact that when we are together during this very special time, we make all efforts to get our arses down to the beach in the afternoon in order to experience the sunset together.

What does this have to do with p.r. and marketing communications you ask?  Well, in my opinion, it has everything to do with it.  My entire career has always been about being on a deadline, turning in something on time, executing an event by a certain date, etc.  I have always been a prisoner of a calendar.  That’s what p.r. and marketing is…  working 3 to 6 months ahead of time in order to get that piece of news in the newspaper, magazine, webzine, radio, or TV.  What this time with my family does is help to keep me in check.  It reminds me that no matter what goes on in L.A. or whatever other city that I work in, that where I’m from, and who I am as a person, stems from the lava rock that is my home, my foundation.

You can’t continue to go forward until you stop, and sit, to reflect on the past.  To effectively stay creative to produce new work, you need to rest and recharge, or in our case, play under the Hawaiian sun.  The year 2008 was an amazing time of growth for me, both personally and professionally.  I can hardly wait to see what 2009 brings.

What have you learned in 2008 and what are you most looking forward to accomplishing in the New Year?

Aloha, Trace.

 

 

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maitriquest

Aloha Trace! This is an excellent recommendation, and a wonderful post, thank you so much! I am a died in the wool workaholic (from a family of workaholics) and it’s so very important to take time to reflect and just “be.” Namaste!

Bumping Into Work And Other Oddities

December 10, 2008
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I have a few colleagues that say to me, “Trace…  I’m not like you.  I just am not good at going to events, parties, and putting myself out there, making conversation, talking, networking, getting business.”  Ok, I was born with the “gift of gab” as my Mom calls it, and have always been quite the social butterfly, so perhaps it might be a little easier for me than most.  However, that is not an excuse to be a wall flower.  The thing about getting business or finding new outlets of work is…  to not really look for it.  I know that might sound strange?  But the more you keep your mind open to other interests i.e. going to the gym, going for a walk, going to the networking meeting that at first, seems like too much effort; going to meet with old time friends, traveling solo, stopping in a pet store (especially you have no pets), trying new food, etc…  is when you DO bump into work.  It also has a lot to do with a shift in thinking of networking now, vs. the way we typically network.  

What does that mean?  Well, in the olden days (I’m talking circa 70’s/80’s) people networked at specific gatherings.  You know, which ones.  The ones that have been around for a hundred years?  One of the funniest things that still makes me giggle is seeing pr people, who go to a pr gathering, to meet more pr people, who are all looking for new business.  The thing is, when everyone goes right, I dance left.  And you should think about that too.  That means that I go to gatherings at places that have nothing to do with pr or marketing or communications.  That means that I attend events, functions, and parties that are a) sometimes just pure fun, and b) sometimes something that just gets me out of my comfort zone.  You see, when you are used to working in your comfort zone, you get- well…  uh, comfortable.  Then you begin to work that way ALL the freakin’ time….. and Becky, THAT’S NO GOOD.  Don’t make your life or work life, a template that you adhere to each time.  It’s time to shake it up!

So, I dare you.  I double dare you to try it.  Go on.  Attend a function that has nothing to do with what you do.  Accept that party invitation with the friend who has been trying to fix you up with their friend’s sister’s brother’s cousin, who sails boats for a living.  Go for a walk in a new neighborhood and stop into a store that you normally would not stop in.  Sit in a service that you typically would not sit in.  Finally sign up for French lessons and make new friends.  See live theatre with strangers.  When you do that, you may be surprised at what happens, who you meet, what type of conversation you might have, and then when you least expect it, all of that good, inquisitive energy may spin out into… a little project, that sometimes even leads into a bigger project. 

It’s the holiday season folks!  Eat, drink, and be merry…  and get out of your way and let yourself bump into work.   Mele Kalikimaka!! 

 

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