The worldwide phenomenon known as the Slow Food Movement is quickly taking root in Tampa Bay. Earlier this month, one of the newest chapters of Slow Food USA – and 10^th in Florida – held its first event at Studio @ 620 in downtown St. Petersburg.

Hundreds from across the bay area and as far away as Orlando to Sarasota turned out. Some were already Slow Food Movement members; others showed up to find out what slow food stands for, how to get involved and how to support like-minded, local businesses.

The event raised some much needed money for the fledgling chapter but it also demonstrated that there is interest in eating healthy, clean, locally produced food and purchasing from local producers who are willing to grow fruits and vegetables naturally and raise cattle and chickens in a humane way that does not damage or harm the environment.

 Supporting local farms and food producers makes economic sense for our community and enables these businesses to grow, prosper and succeed.  By relying increasingly on regionally produced foods, we can diminish the carbon footprint created by hauling food long distances.

For consumers, that means seeking sources where foods produced locally are sold, dining at restaurants that support local producers and even going directly to local farms, or farmer’s markets, to purchase what’s currently in season and available.

Beyond individually following a “slow food” inspired lifestyle, this global movement also endorses initiatives such as working with youngsters to teach them food comes, not from a grocery shelf, but from a farm or ranch. That may involve helping children to plant school or community gardens and discover firsthand what it means to nurture food from plant to plate and farm to fork.  It could mean offering cooking classes so that youngsters actually make a meal and not just microwave it. This is just one area of interest the Slow Food Movement can have an impact.

Slow food is not about boycotting foods but about celebrating  healthy, fresh, locally produced food and financially supporting those who provide “good, clean and fair” food so that they can earn a living, pay fair wages and continue to flourish.

In other words, this is a movement made up of people of all ages, nationalities and lifestyles who care about their food and their environment.

Now that Tampa Bay has joined hundreds of chapters across the U.S. and thousands worldwide, you can help inspire others to become aware, get involved and help create programs and projects to help this message spread and the movement to grow.

For information about this and other upcoming events, register on the web site (www.slowfoodtampabay.org), visit our Facebook page http://www.facebook.com/slowfoodtampabay or email  info@slowfoodtampabay.com for membership information and updates.

To become a member of Slow Food USA go to: https://org2.democracyinaction.org/o/5986/t/7933/shop/custom.jsp?donate_page_KEY=1166.

Lots of projects, get-togethers, field trips and fundraising events are planned.  And you can bet they’ll all feature good food.

Definition of public relations:

Knowing who to talk to, what to say to them and how to say it.

Identify the audience.

Clarify the message.

Communicate in a concise manner.

Ask me where, when and whether a news item, media announcement or press release will get published, or otherwise disseminated by media outlets, and you may get one of the following responses:

I can pitch the idea and distribute the info but beyond that I have no control and can not offer any guarantees.

I can give you my gut feeling but what I think is news isn't always used and what I think is not news apparently sometimes is.

Anyone who can answer that is either a liar or a gambler.
If you want to control the placement, content and positioning of your information, you can do that by buying an ad.

Having a respectful, professional relationship with media outlets and their representatives helps.  Really being mindful of their deadlines and space limitations is also valuable. Knowing what that journalist needs - the right angle, access to the right person, current, up-do-date information - is imperative.

But at the end of the day, it may be the Mystery Monkey of Tampa Bay that gets covered and not you.

I do realize there are merely 24 hours in a day.  No way around that fact.

But I have learned to be extraordinarily efficient with my time.  I recognize it is important to prioritize so that I can address "hot" topics first and not miss critical deadlines or any timely opportunities.  And I understand I can work really hard for very long period but, at the end of the day, or night,  some action items may have to be back burnered for a little while. 

So when a client considers me for a public relations project or any sort of marketing effort and sees that I stand alone, work from a modest office space and only recruit others to help as needed, I hope that that this business prospect realizes exactly what that means and what I represent.

I alone am responsible for managing the work and meeting their expectations.  The work will not be assigned, farmed out or in anyway passed along.

There will be no finger pointing or blame laying - whatever may happen, I will answer for.  It all comes back to me.

My day-to-day schedule is constantly changing, adapting, evolving.  There is no wasted time or meaningless meetings.  Every client is my most important client but they are not my only client. 

I have handled major projects, multiple projects and even some that required travel time/commuting.  I have never been fired but have occasionally been reward for a job well done.
 
I have copied, collated, stuffed and stamped enormous batches of press materials, created data bases from scratch that were flush with hundreds of names and accompanying contact info and even written articles on deadline for publications that had the space but no one available to do the work.

If you think I can't do the job, consider that someone incapable of doing great work and great amounts of work would not be able to thrive and survive in this economy.  And if you still have doubts, remember that I responded to your requests for meetings, proposals and information in a timely and professional manner.   I may have even sent you an email at 5 a.m. just to check in and say hi or to see what else you I could provide.

Lots of great things in store for the Tampa Bay area this year - new museums, a growing list of fine dining establishments, a new view of the downtown Tampa waterfront, a new children's area at Busch Gardens and so much more.  Look for updates and highlights on my new writing site, tampa.visitsouth.com. 

Be sure to visit this new site - www.visitsouth.com - to find out what's happening in great destinations across the country. The best things to see, try, taste and experience.

I am the Tampa Bay contributor and look forward to really showcasing all that makes this area a great place to travel to as well as live.

Visit tampa.visitsouth.com

How I work is shaped by an individual philosophy that holds up over time. Throughout the year, I will share certain insights I have gained, mantras I have adopted and sayings that sum up my personal work style.

Maybe these will enlighten, perhaps they will entertain or they may just help to reaffirm what I already believe to be true.

Rule 1: Under promise but over deliver.

The reasons are simple. You don’t want to over commit and then be forced to admit defeat or let one single project tie up too much time and too many resources that can’t be recovered or replaced.

I try to be as realistic as possible when outlining what actually can be accomplished within the timeframe and budget provided and still meet my client’s goals and satisfy their expectations.

But that doesn’t mean I stop there. I may expand the reach, attempt a different approach or up sell to generate an even bigger splash.

It’s great to know what is possible and then deliver. But exceptional service that goes a bit above and beyond tends to be truly appreciated and underscores how much you value your client as well as how well you can do your job.

Web sites are wonderful - but that does not mean they can replace straight talk, specific press releases/statements or selective research and response when it comes to making sure the media outlet will find the facts for whatever is being published, broadcast or posted.

Finding an answer on deadline can sometimes require a call or email to the person perceived to be the best source or contact, someone with the product, service or personality or someone paid to work with media on behalf of the product, service or personality.

When I finally get through to you please don't refer me to the web. Chances are I have already exhausted valuable time, emerging empty handed or unsure if what is posted is current, complete or correct.

Searching for information isn't easy and being sent on a searching safari is not my idea of fun or a good use of time.

You want me to get it right. I want to get it right. Copy and paste the info or highlight it in such a way that I zero in on exactly what is sought. Get back to me with the answer in an email with the more detailed back up document attached. Put it all together in a way that ensures I can't help but report it accurately. Please.

That means skip the following and lead me directly to the source or we both are at risk. I may go elsewhere or simply skip any reference to your client out for the sake of needing to move on. I may think I dug deeply enough into your web site to find the must up-to-date figures only to realize too late that they are out-of-date or incomplete. Or I may just come to the conclusion that A. You don't know and/or B. You don't care.

Simple rules for responding to the media's request for information:

1. Our web site has a lot of information. Great but what I need is needed now and I don't have the time to fully navigate the site in hopes I stumble upon it.

2. Attached is a PDF and/or scan that may be helpful. Thanks but no thanks. I need info, facts, figures and words. Keep it simple, easily accessible and avoid PDFs and scans that can require more time and effort to use than I can spare. 3. Can I send you the press kit on CD? Save the earth, spare the landfill and don't make me sit down, boot up, load and look when there are so many other more efficient and eco-friendly options.

4. If you use google/bing or otherwise do a search you should find something about that. What I really need to search for is someone else who can be helpful, responsive and much more specific about finding what I need.

Media outlets are shrinking, quite literally. Or simple vanishing. Or evolving into vehicles that no longer offer opportunities for coverage or announcements related to or about your clients or accounts.

What’s a p.r. pro to do?

Tough call because many clients seem oblivious to the changes and are expecting – even demanding – coverage that seems limited to Swine Flu updates or IKEA store openings. It’s clips against hits and nothing beats a standard tearsheet to bring a tear to a client’s eye or a smile to their face.

Bottom line is you still need to pursue those outlets but you must also be on the outlook for others and you absolutely have to re-think how, when and whether to pitch an idea.

In other words, there is no free pass that allows you to bypass traditional work standards and practices. Fewer outlets for news mean fewer or more limited results for clients. But you can still initiate contact, continue to build awareness and keep the client’s profile raised enough that when the right opportunity comes along, you may be the first to get a crack at it.

Then there are the alternatives that should be explored even if your clients think they won’t deliver their anticipated desired results. Those include, but are not limited to: blogs, twitter, email outreach, search engine optimization or dynamic web sites vs. dull web sites are among the other ways you can communicate.

So better get busy. The more things change, the more you need to do to keep up with it all.

I call up a client and ask about the information that they asked me to email to them three days ago because it was urgently needed. I dutifully follow up and ask: Is it enough? Is it what was needed? Should I dig deeper?

When my questions are met with a vague response or evasive comments, I quickly surmise the client has not yet looked at what was sent. Three days after it was really really really top priority got to have it now.

No explanations or excuses but a tersely asked: Where did you send it? To which I answer: To your email address.

And they ask: Which email address? So I reply: The one you told me to send it to.

Am I missing something or is this a rather silly and unnecessary exchange?

Or there is the other equally perplexing exchange that occurs when I email someone with a very specific question about a very specific piece of information that I need within a specific timeframe. Response? An email reply asking (read commanding) me to call them. Not because the subject matter is in any way sensitive. And not because they can’t call me – two phone lines, operators are standing by. I wonder, if in the time that they wrote that request, why they didn’t just give me the name, number, location or other information sought? Or why don’t they CALL ME?

But my favorite dodgy dialogue has to do with the core question when talking to a prospect about a new public relations account, special event or promotional project. Often I am asked, “How much is this going to cost me?” Of course, I could simply reply, “How much are you willing to spend?” It would seem they have a budget but that doesn’t seem to be something that can be shared with me so that I can best meet their needs AND stay within budget. Give me a ballpark and I can give you a realistic and reasonable response. For me to give you a far more detailed, task-oriented proposal than is needed is not a productive use of anyone's time. We can meet in the middle but it really helps to know where the middle is before I embark on that journey.

The ultimate is when I am asked to write up a job description, scope of work and anticipated timeline. Plus it is needed now so I need to work on it during my “free” time and at no cost to them (file under cost of doing business. This is a time consuming exercise and frankly I don't need the practice. I’ve always wanted to ask if, while I am putting together the description, details and deadlines, I could also set my own salary range? Haven’t been quite so bold. Yet. I must then become part mind reader, part odds maker trying to figure out what magic number will enable me to continue to the next step and what number will force me to be banished from the bargaining table. I once bid for a project I figured would attract a lot of high priced proposals. I was the low bidder but also the one closest to the actual figure the client in mind but had kept closely guarded all along. I got the job, loved the project but quickly realized the client really needed to make the salary more in line with the work. In other words, pay for what they were getting. Unfortunately I have put together some pretty well thoughout through plans only to have the client politely decline or suddenly stop communicating. Eventually I see some of the elements of that plan being used. Coincidence? Or just someone being impolite, unprofessional and unfair? Don’t play games with people who are trying to do business with you. Make it a fair playing field for all, at all times. Instead of facing off on opposite sides in dodge ball, let's get on the same team and work together to win.

The explosion and expansion of sites, publications, stations and other outlets where news of interest to a certain audience can be published, posted and accessed is exciting.

Consider the narrow number of choices that once served as the primary sources for what was going on in the world. For many it was a daily newspaper, three major networks, a handful of radio stations and national magazines that were the main vehicles for getting our eyes, ears and minds.

Today we twitter, blog, email, snail mail, podcast, broadcast and more.

Chasing all of the old, or previously existing outlets, and changing to adapt, keep up, uncover and respond to most of the new, newer, newest information resources can be exhausting, perplexing, time consuming and almost never ending. Post, refresh, update, innovate and go back and do it all over again.

Someone recently observed most mainstream media messages must reach five generations. That can require at least five different modes of communicating. Text vs. telephone. Twitter vs. blog. Direct mail vs. download.

When creating public relations or marketing campaigns, you can't just cast a bigger net. You must cast many nets in a multitude of directions. And continue the hunt for newer, better nets.

You can be 100 percent, absolutely, perfectly right about something but if the client isn't ready and willing to listen, you may quickly find yourself floundering in a no win situation.

I try to advise clients on what I honestly feel will help place them on the path to success. But sometimes it isn't what you say but when and how you convey the information.

Sure we can communicate in more ways than ever - cell phones, email, IM, texting etc. - but trying to respond to any or all of those while you are in the midst of a stressful situation, on deadline with another project or handling a personal matter of a somewhat sensitive nature may cloud your communication skills and prevent the right message from being received. Same goes for the client so be prepared for them to be unavailable or unable to clearly comprehend what you have to say at that moment.

Take a breath. Give yourself 24 hours to respond to avoid confrontations and deal with issues calmly and strategically. Let the emotional response fade and the intellectual response come to the forefront.

Be flexible. The client isn't always right. And neither am I. But just being right isn't enough. Try to see it through the other person's eyes. Try listening to what you are saying through their ears. Try analyzing the proposed actions through their context.

Pursuing new business, pitching new clients and helping to launch a new product or service can be exciting, challenging, stimulating and satisfying when the climate is conducive to mutual success.

While fee for services is a consideration, it's not just the price that has to be right. A healthy working relationship with respectful give and take and a reasonable expectation are part of the magic that makes it work for all involved.

What makes a perfect client?

One who asks questions and is open to new ideas. I know you know what you are doing but you recognize you need help, a different perspective or someone who can provide access to the right outlets and contacts.

Someone who is very good at what they do and allows me to be as good as I can be at what I do. Seems simple but doesn't always seem to be the case.

Collaborates and Celebrates. Two minds are more powerful than one. Let's discuss, brainstorm, exchange ideas and information. It is a healthy and beneficial way to sift out the good and discard the bad.

Promptly Pays. Again seems simple enough. My bills won't wait so why should I?

Acknowledges and Appreciates. Like all people, I respond to a simple thanks or occasional kudos. Not too hard to do and goes a long way with me.

Readily Offers Referral, References. If you are happy and I have helped, by all means tell others.

Think it's easy to think on your feet and say exactly what you mean to say without stumbling, mumbling or bumbling?

Try doing it with a camera on, a microphone held up to your mouth or during a live TV studio show.

Those who look calm, comfortable and speak in a conversational manner probably have practiced what they would say - and how they would say it - for hours.

Mentally prepare by determining your main message beforehand. Don't wait for the question. Instead wait for the opportunity to say what you came there to say.

Don't repeat the question or waste words. Cut to the essence of the information so that you stay focused and the audience stays with you.

Watch others and critique how well they have accomplished the task of media interviews. Facial expressions should be relaxed and pleasant or more serious of that would be appropriate. Make sure hair, clothes and anything else that could detract from what you are saying (crazy sunglasses, too much make-up) won't steal the spotlight.

Solid colors usually work well for clothing choices but stay away from white.

Speak clearly, confidently and concisely. Talk as if to another person and not to a piece of equipment or a machine.

Typically the moment is over in seconds. Use that time wisely and others will learn from you.

Public relations has been equated to such obscuring terms as putting a spin on things, creating a smokescreen, handling or controlling the message, or messenger, or simply providing a subjective vs. objective view of what's being presented.

Consider, instead, transparency.

Be as open, honest, forthright and upfront as possible.
Leave nothing out and don't be afraid to admit what you don't know. Never knowingly dodge, duck, omit, mislead or misrepresent the facts.

Try to build believability and credibility rather than weave a tangled web of half truths, misleading statements or downright deceptions.

Exercise authority and responsibility. Be receptive and responsive. Follow up and follow through.

Treat inquiring journalists like invited guests – welcome them, offer assistance, be hospitable and thank them for contacting you and offering you a chance to tell your side. At least, treat them with respect.

You are hired by a client who has reviewed your work, outlined their goals and expectations and agreed to a contract. They like what you do, how you do it and the results you generate.

The work begins but soon there is what I consider the most difficult part of client relationships.
You seem to be on working on a mutually agreeable agenda but then, instead of parallel paths, you seem to be moving in different directions.

You turn in work for final approval that is based on your best judgement, years of experience and professional acumen.

Unexpectedly, you find your work being scrutinized, questioned and even challenged, but not for content or accuracy. It's too long, too short, too wordy, not descriptive enough and then each comma, capital letter and quote mark starts being moved around.

You must draw a line with the client to clearly establish consistency and credibility.

Too often I find clients looking at news releases through their eyes, trying to make them more self-serving and, at times, even inappropriate.

Communication requires sending as well as receiving. If the sender isn't clearly communicating, the receiver may not be - well - receptive.

Too many messages, information that is superfluous to the main message and downright distracting exclamation points that are not necessary will only weaken the efforts to be effective communicators.

Sometimes trust is more important that debating whether or not to capitalize a single letter.

Allow the people you hire to do what they do best on your behalf. Consensus is good, communication is good. Are you exercising good judgement or just exerting control?

Less harm. More help.

Signed,

The Ultimate Host Site

Planet Earth

Throughout our daily lives we casually toss out used coffee containers, plastic bags, newspapers and magazines - only to force the production of more while pushing capacity for the discards to the limits.

Take a minute or two to evaluate the impact of these actions.

Prospective clients seem eager to create awareness and interest in their business but too easily discount the value of an effective public relations campaign or advertising effort.

These are two key ways to generate some reaction or response and get people motivated to learn more or even find out firsthand what you are doing, offering or providing.

But to truly close the sale and generate the ultimate return on your investment, you must offer something they need, want, have to have or will soon realize that they need, want or have to have and you need to create a positive buying experience that will encourage them to return and help spread the word.

Press releases and ads (online, in print or on air) are valuable components of a successful sales campaign but the true measure of success relies on the customer's willingness to part with hard earned cash to keep your business in business as well as their willingness to be "ambassadors" who tell others about you.

Anyone who promises results from a press release or any other form of communication is, in my opinion, either a liar or a gambler. But they can help build a successful business. Be a partner with those who are representing you and there is greate likelihood of success for all involved.

Saturday's Urban Tour of Homes throughout downtown Tampa and the Channel District revealed an interesting range of places for people to live who want to call the downtown corridor home.

While touring living spaces sprinkled among new skyscrapers to street side lofts, a couple of thoughts came to mind as I considered the full impact of every space being occupied and what that means to traffic, trash pick up and more. Wasn't this a perfect opportunity to encourage more people to travel on the city's mass transit system? A multi-passenger shuttle swinging by a designated pick up spot near One Laurel Place, The Residences, Element and Skypoint could have dropped passengers at the downtown trolley stop for a quick trip to the Channel District where Grand Central, Ventana, Victory Lofts and the Meridian were easy to reach and then re-board to continue on to Ybor City for a look at Box Factory Lofts.

Instead what seemed to be crowds of people who dropped in to these developments were forced to park-drive-park-drive throughout the day, trying to navigate what for many were new routes and unfamiliar intersections while locating their desired destinations.

Traipsing through even air conditioned buildings during a typical hot summer day in Florida took a toll. Most units I visited offered chilled water and soft drinks in bottles and cans - but not a single highly visiable collection point for recyclable materials. What a shame all of those containers were not collected and recycled. Hopefully there are areas where newspapers, glass, plastic, cardboard and cans can be thoughtfully discarded for collection by recycling services.

Some residents already call some of the newer buildings home, as evidenced by a few who patiently shared the elevators with those participating in the tour. Plastic bags from local supermarkets were being carried by the armful. What if a washable, re-usable, durable bag with the logo of each building was provided to residents (with extras conveniently stored near a main entrance) that would encourage residents to re-use these bags to carry purchases and eliminate any need for plastic and paper bags profered by retailers. Preferably a strong tote or backpack could be designed (maybe from recycled materials) that would not be transparent enough to reveal what personal hygiene items each tenant prefers.

I also wondered whether these new stacked neighborhoods would create communal efforts to enhance the environment and collectively work to conserve resources. Community gardens, compost centers, carpooling programs are a few that quickly come to mind. With a little thought and enough effort, a few projects could be implemented that would add appeal to these urban living centers and create a more positive impact on our planet.