Ron Sachs Communications

President Obama’s Leadership Skills Put to the Test With Prime Time State of the Union Address

2011-01-25T15:17:00.001-05:00

Tonight, President Obama will address members of Congress and the nation in his much-anticipated “State of the Union.” While the speech provides an opportunity to confront the nation’s unemployment and to offer plans for economic recovery, it also marks the opening sprint of the 2012 presidential election marathon. From this point forward, everything the President does – from speeches to his executive orders and in multiple daily sound bites – will receive even more scrutiny from the media and become fodder for his 2012 political adversaries.

In this speech, the President must rise above the politics of the next election and instead offer a clear and pragmatic vision for our nation’s future. Instead of focusing on the pettiness of partisanship, President Obama must make the case to the American people that he has listened to our concerns, developed a strong plan to move our nation out of the economic doldrums and is prepared to restore America to its rightful place as a global economic leader. Simply put, the President’s message must be: jobs, jobs and more jobs.

The backdrop of tonight’s State of the Union includes the recent tragedy in Arizona, which claimed the lives of six Americans and nearly cost one of our elected officials her life. President Obama spoke eloquently at the memorial for victims of the shooting, and tonight, he must continue to lead our nation into an era of greater civility and decorum in politics. Expect him to highlight the heroes of the tragedy and to speak to the need to find consensus on issues, instead of deepening our political divide.

Presidents rarely make history during their State of the Union speeches, but given the challenges that are ahead for our nation, President Obama must use tonight’s speech as an historic turning point: to provide the American people with the leadership they so eagerly want and deserve. Will his policies be more of the same? Or will the President’s agenda contain many of the ideas championed by candidates who were swept into power following the Republican Party’s decisive victory in November?

President Obama’s party no longer has a monopoly on the Executive and Legislative Branches, and he now must work with Republicans. Tonight’s speech will be one of the first real tests of his Presidency that will help determine if his legacy will be statesman-like or partisan.

On a deeper, more human level, President Obama needs to reconnect Americans to his leadership by appealing to their pure patriotism, best emotional instincts and demonstrating anew the oratorical skills that helped him win the nation’s confidence, and the job, in 2008.

- Ron Sachs

Where to watch! “Money Wise Florida”

2010-08-30T14:51:00.002-04:00

It is clear that Floridians are overwhelmed and intimidated by the variety and complexity of financial decisions they must make throughout their lives – from banking, credit and insurance decisions to buying a home, making sound investment choices, and avoiding financial scams, including identity theft.

That is why the Florida Association of Insurance Agents and Trusted Choice collaborated with expert partners Junior Achievement, the Florida Insurance Council, the Florida Bankers Association and the Consumer Federation of the Southeast to produce a 30-minute television special, “Money Wise Florida.”

A nuts-n-bolts financial primer, “Money Wise Florida” packs a textbook’s worth of basic money management tips into a visually engaging half hour of television. Viewers are treated to helpful suggestions which can be incorporated into anyone’s budget; controlling spending, paying down credit card debt, saving for college or retirement, insuring against disaster and basic budgeting.

“Money Wise Florida” helps Floridians navigate through complicated financial decisions they face daily, in an easy-to-understand and friendly format. Award-winning long-time Miami news anchor Dwight Lauderdale, hosts the program.

“Money Wise Florida” is being broadcast statewide on the following television network affiliate stations:

Schedule:
WCJB ABC Gainesville September 5, 2010 5:30 PM
WPGX FOX Panama City September 5, 2010 9:30 PM
September 9, 2010 1:30 PM
WFTV ABC Orlando September 8, 2010 8:00 PM
WINK CBS Ft. Myers September 18, 2010 12:00 PM
WTXL ABC Tallahassee September 19, 2010 3:00 PM
WPEC CBS W. Palm Beach October 16, 2010 12:30 PM
WTTA MyNet Tampa TBA

For more information visit www.moneywiseflorida.com

Sponsored by
THE FLORIDA ASSOCIATION OF INSURANCE AGENTS & TRUSTED CHOICE
Telephone: 850-893-4155 | Fax: 850-668-2852 | www.faia.com

The Coolest Elected Official in America

2010-08-27T08:47:00.000-04:00

Wow, Leon County! Jackie Pons is one very cool cool dude. No one expects the Superintendent of Schools to go out and join the search for a missing child. But our guy, Jackie Pons, instinctively did that -- found the boy, sensitively spoke with him, convinced him to go back to school. How fortunate a community is to have such a caring, involved leader providing such strong direction for public schools. Every parent in this community ought to feel very good right now -- that this one good man so naturally is in high gear all of the time for our students, parents, faculty, public education and community. If Jackie Pons' name appeared on November's election ballot (it won't until 2012), he would poll the highest percentage of votes in modern history. Today, he enjoys, anew, the respect of a grateful community. This is just an astounding anecdote that accurately depicts a profile in courageous leadership. Thanks, Jackie!

Haiti Between the Commas

2010-04-28T08:13:00.001-04:00

When I told people I was traveling to Haiti, they often reacted like I was going somewhere ominous, dire, life-imperiling. I might as well have been going to the moon. In truth, I shared some of those concerns, which were only reinforced by State Department warnings, malaria precautions and Wiki summaries.

Since coming here, I have experienced a fuller reality of Haiti. More than anything, I have felt the power of this moment, when a 36-minute geological event reshuffled the deck. World interest and investment is focused on Haiti as never before. There is a chance, not just to put back together the pieces of Haiti as it was, but to realize a vision of Haiti as it might be.

Of course, there are many visions of that new Haiti and many interests those visions will serve, from foreign nations pouring capital into the rebuilding effort to private investors seeking an opportunity for returns to artists like Richard Morse, who want to see the 80% of Haitian residents who have so little get dealt a better hand.

One opportunity before Haiti is to change its brand identification. Right now, for most, Haiti’s top-of-mind descriptor is probably “poorest nation in the Western Hemisphere.” It reminds me of when Florida suffered a series of highly publicized tourist murders in 1993, and the State scrambled along with its tourism industry to make sure that didn’t become its new “between the commas” association. This is Haiti’s time to rewrite what goes between the commas after its name.

Fortunately, as architects often say of a building with good, strong design features, Haiti has good bones. Topographically, it’s a beautiful country, with stunning views from mountain heights, colorful tropical foliage, miles of coastline spanning aquamarine water. Its culture and history are rich and exotic. Its art, music and handicrafts may be among its first exports ready for the world market. Its people are friendly, noble, resilient, a mixture of diverse origins and languages. It has an interested and energized diaspora eager to witness and participate in its rebirth. And, right now, it has the world’s attention.

Signs of Spring in Haiti

2010-04-27T08:33:00.002-04:00

Day three in Haiti. The days have been very full, with little time to write and sketchy access to Internet connections. I am traveling with Sabrina Reisinger de Angulo, producer with the FSU Film School, and film students Hali Gardella and Patrick Gines, who are working on a film for FAVACA about the “pieces of change” that individual volunteers can bring to a country like Haiti. They are fun and wonderful traveling companions.

Our FAVACA contact here is Marc Roger, who also doubles as our interpreter, cultural translator and driver of unparalleled skill. We are staying at the home of Regina Jarr, a warm woman and gracious hostess, who regularly opens up her home to volunteers like us. Regina was in her office in downtown Port au Prince when the earthquake struck, although she and her staff were not seriously injured. It is remarkable that this level of devastation, which claimed 300,000 lives, could occur from an event that lasted only 30 seconds (but which Regina said felt like an hour.) Regina’s children live in Miami, where she went to stay for three months after the earthquake, just arriving back at her home in Port au Prince the day we showed up. I asked her why she came back instead of resettling in Miami close to her children. She said she was born in Haiti; it’s home, but also that things move too fast and people stay too busy in the States. Amen to that!

I have found Haiti to be physically devastated but remarkably strong in spirit. Although living conditions are dire, with tent cities stretching on for blocks and blocks, covering the lawns of the now collapsed Presidential Palace, the main government offices and the National Television station, there is a determined effort to put normal routines back into place. Many children in uniforms fill the streets in the afternoon, walking home from private schools. Informal markets line the streets, selling produce, bottled water, soft drinks, fried plantains and other local favorites. Artisans sell wood carvings, metal works and bright-colored paintings that depict the landscape, people and street scenes. I didn’t expect to do souvenir shopping in a country so recently and profoundly devastated by a natural disaster, which I explained to my children when they asked what I would be bringing back to them. Yet, the venders are there, sprung up like perennial plants in my garden, always a surprise after a winter it seemed nothing could survive.

The Haitian people are a beautiful, spirited people, a unique blend of the African, French and indigenous Taino Indians, who inhabited the island of Hispaniola when the Europeans arrived. As Patrick, my fellow traveler says in the interview I will try to post, we here to be pieces of change. Maybe small pieces. But you have the sense when you are here that the proud and resilient Haitian people can build a stronger, better more prosperous and sustainable country with the help of many small pieces of change. The keys will be to respect the vision of the Haitian people for where they want to take their country and for the world to stand ready to provide the pieces of change that will be required for a very long time.

It is a great blessing for me to experience Haiti as I’ve never seen it on a newscast or imagined it to be and to be, myself, a small piece of the fabric of change in Haiti, thanks to FAVACA.

Packing for Haiti

2010-04-24T16:25:00.002-04:00

I sat in my rocking chair back in January and wept as I watched the continuing news coverage of the devastation heaped upon Haiti by a Jan 12 earthquake. Our youngest children, Grace and Jack, decided we should adopt two Haitian orphans, one girl and one boy, and told their friends at school we might.

While I knew the legal and moral complications of that kind of response made the plan unlikely (not to mention the logistical challenges of our existing life!) still, I was struck by how profoundly inadequate it felt to be writing a check to a relief organization and calling it a day.

So, three months later, when the Florida Association for Volunteer Action in the Caribbean and the Americas (FAVACA) called Ron Sachs asking for a senior manager to go to Haiti to help with strategic communication planning, I felt that a door had been opened and immediately offered to step through it.

Since then, about a week ago, I have been leaping over hurdles to make this hurried trip possible, with the assistance of many angel helpers. The challenges lined up like dominoes and fell just as quickly: I had to get an expired passport reissued in just three days (thanks to Ray at RushPassport.com); start taking malaria pills and get vaccinated for Hepatitis A and B, Typhoid, tetanus and polio (thanks to Chris at Tallahassee Primary Care Associates, who has to be Tallahassee’s most knowledgeable person on avoiding communicable diseases while traveling;) get my household ready for a week without me (thanks to my husband, Matt, who encouraged and emboldened me from our first conversation about this;) and tie up enough loose ends around the office to allow me to leave town during the last week of the legislative session. Everyone at Ron Sachs Communications has my heartfelt thanks, especially Ron, for offering me this opportunity and helping to underwrite the costs; Marilyn and Herbie for working through the logistics with me; Alia for her great wisdom and insights as a diplomatic corps brat; Ryan, for weathering the last week of session without me; Lisa G, Lisa N and Ivette for keeping those contracts and client accounts on track; Rosemary and Erin for helping me figure out the technical issues; Gay for the beautiful heart; and David for always having my back (I know you’d come to Haiti and get me if need be.) Special thanks to Chris Beyer with FAVACA for all the support and assistance.

As much as I hope to provide value to the staff of the Haitian Ministry of Culture and Communication, with whom I will be meeting, on many levels, I feel like this opportunity opened up for my own benefit, as an answer to my own prayers. Living in the United States, it’s so easy to take our blessings for granted, to get lost in the busyness of our lives, to forget that every day is a precious gift, to rely on our own steam rather than leaning on God. Embarking on a visit to post-earthquake Haiti, where simple survival is a struggle, I feel my illusions slipping away.

CapitalSoup.Com Provides a Steady Diet of News for Florida Political Junkies

2010-03-26T10:52:00.005-04:00

By Ryan Banfill
RBanfill@RonSachs.com

You caught me, red handed. I admit it. I confess and throw myself on the mercy of the court.

I am a political junkie.

I not only hunger for public policy news, I actively seek it out so I can get my next fix. I can’t start my day without Morning Joe. In the evenings, while my daughter watches American Idol, I bounce from MSNBC to Fox News to CNN to C-SPAN and back again.

When I get insomnia on the weekends I often find myself watching replays of legislative committee meetings on the Florida Channel -- and I enjoy it.

In fact, as I write this, I’m watching the final passage of the reconciliation fix to the federal health care reform bill.

Yes, what lawmakers refer to as “the process” was made for people like me. I sincerely like watching the legislative “sausage” being made.

And, the process produces a lot of interesting stories for political junkies like me. Stories that unfortunately don’t get the attention they deserve.

How can a bill entitled, an act related to (fill in the blank and name your favorite bill subject here) ever compete with the latest sagas involving the indiscretions of famous celebrities and D-listers who are not as famous.

So, one day my colleagues and I were sitting around kvetching about the impact of a smaller press corps and shrinking news holes on the coverage of news and policy issues out of the Capitol.

Then the proverbial light bulb collectively went off above our heads.

We hit on an idea to create a web site where people could read in real time the assorted press releases that come out of the Capitol on a daily basis.

We set out, built the web site and dubbed it CapitalSoup.com where readers can get news “straight from the source.”

Since we launched CapitalSoup.com, this news has been steadily coming through my in-box and I’ve been spending a good amount of time lately updating the site.

It is fascinating how much news is produced in Tallahassee on a daily basis. It is also sobering the amount of time and resources that are dedicated to getting this information out to the public. Too often, the laudable effort that goes on daily to inform people about what our government and elected representatives has ended up in limbo.

In essence, we have witnessed suspended animation for public information.

We hope CapitalSoup.com will provide some light for the news that often doesn’t get the attention of a stretched-too-thin press corps but deserves to gain notice of information-hungry political and policy junkies.

Words Can Be "Da Balm"

2009-10-30T12:52:00.003-04:00

MICHELLE UBBEN, CHIEF OPERATING OFFICER

As a mother, I love all my children. But as a writer, I have my favorites -- those words I love to use and those I’d gladly see stricken from the popular parlance.

I am not alone in this. Surveys show most people have positive or negative reactions to some words. As Kristi Gustafson wrote in a recent column, those reactions may be driven by how a word sounds or what it means. For instance, mellifluous made the popular list, and for good reason. The word is a delight to the tongue. It sounds like the harp scale ringtone on my cell phone. It has a natural calming effect like a warm cup of lemon balm. There’s another word that sounds like what it is: balm. Maybe it’s the way your mouth has to slow down to enunciate the “l” and the “m” right next to each other. You can just hear the word stretching over something painful, like a wound, and soothing it.

Another well-liked word that sounds like what it means is discombobulate. I think we like it for the very reason that it packs so much meaning into a single word - it saves us the labor of a longer description. My family uses a related word that I believe may be, to quote my mother, a “homemader.” It’s cattywompus and it sort of means “askew” yet it captures the meaning so much more effectively. Use it this way: The drawer doesn’t close all the way because it’s all cattywompus. It may also be used to describe the typical child’s bedroom.

Then there are the words that sound like what they are in a negative way. Words like mucus and phlegm come to mind – and throat. Just hearing these words can make me gag. I think it should be considered a violation of basic social etiquette to use them at all.

Many of the words that are the most fun to say come from Yiddish. One of my favorites is “noodge,” an essential word for anyone with more than one child. This versatile word functions well as either a noun or a verb, meaning about the same, ie. “Stop being a noodge! Leave your sister alone.”

Finally, there are words I love, not for how they sound, but for the potency of their meaning. The best of this class is hubris, which means arrogance so extreme it draws the attention and wrath of the gods. Wow! That’s a whole Greek tragedy contained in a single word. You’ve got to love it.

Let’s channel our college selves

2009-10-23T08:46:00.003-04:00

IVETTE MARQUES, SENIOR ACCOUNT EXECUTIVE

This week, I participated in the FAMU Career Fair representing the FPRA Capital Chapter. It was such a refreshing event that I felt the need to write about it. During the hour I spent at FAMU’s School of Journalism and Graphic Communication, I interviewed three young men who are in the PR program. Talking to them about the industry and hearing about their hopes and dreams was so energizing.

These students who have yet to enter the working world are full of life and ideas and excitement. It was wonderful hearing about what they’re involved in right now from launching a female rapper to volunteering at a local middle school to writing poetry. They were fascinated by stories about some of my clients and work experiences and eager to get their feet wet in PR. They want to be role models and change agents and influencers – they want someone to take a chance on them when they graduate this December. And I hope someone does as Ron Sachs took a chance on me, giving a TV reporter the opportunity to work in PR.

I know sometimes we have long, hard days and we feel down, but during those times we should channel our college selves. Go back to those days when everything was fresh and unknown and full of possibilities. I think that’s how we should approach every day of our lives. In reality, we don’t know what’s going to happen on any given day and if we start each day with that sense of wonder and excitement things can only look up!

Ron Sachs Rhinos in the Community

2009-10-19T11:39:00.010-04:00

MARILYN SIETS, BUSINESS MANAGER

On Saturday, October 17, 2009, the Ron Sachs Communications staff participated in the Start! Heart Walk to support the Big Bend Chapter of the American Heart Association. The overall turnout was great and Ron Sachs Communications raised $1,000 towards the Heart Association’s $350k goal.

Joining me at the walk were Michelle, Carmella, Ivette, Marlene and Erica. Our family members and four legged friends accompanied us at the walk, too. It was great weather for walking and entire team enjoyed it immensely.

Ron Sachs Communications has a long tradition of community involvement. We love supporting events and causes that work to improve the lives of our friends and neighbors. In fact, we are currently gearing up for this year’s United Way fund raising campaign!

In recognition of our deep community involvement, Florida Trend recently recognized Ron Sachs Communications as one of the Best Companies to Work for in Florida.

A big "Thank You!" goes out to all those who had a part in our efforts!

Survey Shows Social Media Use Gaining Ground

2009-10-07T17:29:00.002-04:00

MICHELLE UBBEN, CHIEF OPERATING OFFICER

A new national survey of corporations about their use of social media tools and strategies, published in the October issue of PRWeek, confirms that social media is changing corporate communications, probably permanently. But the shape of that change is very much in flux. The survey responses confirm that we are in a period of intense experimentation, with varying levels of acceptance, styles of application and evidence of ROI.

One fact is clear: Although social media is essentially “free,” lots of dollars are flowing in an effort to harness its power, most of them diverted from advertising budgets.

The primary application of social media by corporate America is to shape conversations about the brand, but fully 45% use it to simply listen. Does all that listening have an impact? Apparently so: More than a third of those surveyed say they have changed their products or marketing efforts based on social media feedback.

The introduction of the two-way conversation is surely the most radical change ushered in by the social media phenomenon. While much of the focus of traditional communication – PR and advertising – involves shaping perceptions by controlling the message, social media is only effective if it is treated as a true conversation. Nobody likes someone who does all the talking. That means customers get to say what they think of corporate brands, products and services, unfiltered and unvarnished. And that’s scary.

In fact, fear does play a role in companies’ failure to implement social media strategies – engaging in a public conversation seems risky to a brand. And yet, fear is not even close to being the biggest barrier to implementation: 53% cite lack of internal resources or time and 43% cite lack of knowledge or expertise.

Primary uses of social media? Sixty-five percent say they connect with customers, 63% build brand awareness and 49% manage brand reputation, yet only 29% found it important for crisis communication.

Where will all this tweeting lead? Look for growing acceptance among the 37% who say they don’t currently use social media tools and increasing experimentation among those who do. And, of course, expect everyone to attempt to find ways to use social media to boost sales without turning conversations into a sales pitch. THAT would surely be bad form.

Social Media: Join the Conversation

2009-10-06T14:00:00.001-04:00

The PowerPoint presentation from the Social Media workshop at the Tallahassee Chamber Annual Meeting.

Social Media Prez 10 09

View more presentations from rosemaryoldendorf.

Social Media: Join the Conversation

2009-10-06T13:07:00.003-04:00

IVETTE MARQUES, SENIOR ACCOUNT EXECUTIVE

Erica Villanueva and I just got into the office, although it’s only 10:30 a.m. – it feels like a full day of work. We started our morning at the Tallahassee Chamber’s Annual Meeting where Matt Brown, President & CEO of Premier Bank was installed as the new chairman.

Following the breakfast meeting, there were three breakout sessions. Erica and I presented one of the workshops: “Social Media: Join the Conversation.” It was really exciting to have a room full of small business owners and community leaders eager to learn about social media or expand their use.

Our presentation was simple and focused on the “rules of engagement” – featuring real examples of how businesses are using social media and showcasing what works and what doesn’t. Our goal was to show Tallahassee businesses how other local businesses are using social media and what they can do to get involved.

Thanks to everyone who attended our workshop and all the wonderful feedback. We hope to see you on Twitter soon, follow us at @IvetteMarques and @EricaVillanueva and follow Ron Sachs Communications @RonSachsCom.

We’ve posted the PowerPoint presentation in our blog above and provided a link (below) to the Red Cross Social Media Policy we mentioned during the presentation.

If you have any questions or need more information please email us at Ivette@ronsachs.com or Erica@ronsachs.com.

Red Cross Social Media Policy
http://sites.google.com/site/wharman/social-media-strategy-handbook

Want a seat at the table? Be a problem solver.

2009-10-05T11:25:00.002-04:00

IVETTE MARQUES, SENIOR ACCOUNT EXECUTIVE

A line from a recent Bad Pitch Blog post got me thinking: “Be a shining star—not a whiny burn-out bulb.” As a young professional I have aspirations to one day be a part of my firm’s management team, ideally as the Director of Digital Services, but how do you get a seat on the table? Well, it starts with a little confidence, a great plan, and a tool belt equipped with solutions.

Often times people just complain about a situation, get angry and nothing gets accomplished. Managers have a lot on their plates and are constantly juggling current clients, bringing in new clients, participating in management meetings, and meeting the bottom line. If you are faced with a situation that is challenging, before running into your boss’s office to whine and complain about “the problem,” take a moment to think about a potential plan to solve it. Trust me, they’ll appreciate it. Nothing makes you shine brighter than presenting a problem or challenge directly followed by an amazing plan of action.

If you constantly bring up problems and offer no solutions, how can you expect to ever be a part of the management team? As YPs we have a lot of energy, endless ideas, and a different perspective. We can’t be shy. We need to speak up and be counted. Even if your ideas and solutions aren’t always implemented, the fact that you were able to add to the conversation will make upper management take notice.

If you don’t let people know what you want and show them what you’re capable of, you’re selling yourself short. So my advice is simple: Go get it, whatever “it” is and make it happen. With a positive attitude and a strong work ethic, you’ll be moving up the company ladder in no time!

David Letterman Scandal Demonstrates Smart Crisis Management & Public Relations

2009-10-02T10:56:00.008-04:00

RON SACHS, PRESIDENT

In what is surely his most important monologue of the year, David Letterman used his glowing star power – and a national network broadcast platform -- for the biggest, best new textbook example about getting out in front of a 'bad' story, even when it involves a subject as salacious as workplace sexual encounters. Instead of waiting for the scandalous facts about his dalliances with female members of his own "Late Night" show staff to break on the national publicity landscape, Letterman 'outed' himself to his in-studio and viewing audience. It is the story of the day and week in show biz. As a result, rather than the focus being on Letterman's behavior, the 'bad guy' is an alleged extortionist who tried to intimidate the comedic star into coughing up $2 million in hush money to keep the scandal quiet.

Letterman wisely went to authorities, rather than buckle to such pressure. Now, the would-be shakedown artist is charged with major crimes. And, Letterman's voluntary disclosure on "Late Night" was brilliant in its unexpected candor, earnestness and stated concern about the well-being of his own family (he married his long-time companion and mother of his child earlier this year) and the privacy of the women he was involved with on his own staff.

Regardless of morality questions that may dog Letterman for a while, he came off as a sympathetic figure because of his bold decision to break his own bad news -- on a grand scale. While network execs at CBS may be properly focused on HR issues of propriety regarding Letterman's affairs, the shine on his star may grow even brighter for the lessons he has learned -- and for the strategic, surgical strike he delivered on behalf of others and himself. Few public figures ever have done a better job early enough to really matter in making a difference in public perception of their own misdeeds or shortcomings than Letterman's example this week.

APR: PR Boot Camp

2009-09-25T10:45:00.002-04:00

IVETTE MARQUES, SENIOR ACCOUNT EXECUTIVE

After much consideration, I have taken the plunge -- starting classes to prepare for the APR (Accredited in Public Relations) with my colleague and PR partner in crime, Erica Villanueva. This is something I’ve put a lot of thought into and have been eager to accomplish, particularly because I don’t have a PR degree and I entered the field after working in television.

Two classes in and I’m feeling pretty good. But don’t get me wrong; it’s not easy. We have classes every Monday after work and I usually don’t get home until 8:30 p.m. There’s a lot of reading, terminology and theories to master, but I know that in the end the APR designation will be worth the time and effort and hours of reading, classes and preparing for the readiness review and exam.

The pluses: We have a teacher (Rachel Smith) whose passion is accreditation and who wants us to succeed. Our class is diverse, but small, so we can learn from each other, play off our strengths and shore up our weaknesses. I think in the end we will all be better professionals for it. The APR designation is universal, and like a diamond “it’s forever.”

A poll on TWT Poll (http://twtpoll.com/r/qssvjf) asks “Is earning the APR designation worth the time and effort?” The poll will close on September 30th, but so far 64% of the votes indicate that most APRs and non-APRs think it’s worth it. I have to agree with the majority.

As a young professional, I’m a firm believer that the more distinctions and designations you can acquire, the more you will stand out in the marketplace. And in this economy, with so many people competing for scarce jobs, you need to do everything in your power to shine brighter than your competition.

I have a feeling there will be days when I’m exhausted and freaking out, but when I think about the APR, those three little letters always make me smile.

I plan on tracking my APR experience on this blog, so until next time…

So, you want to be an intern... Now what? Part 1: The application process

2009-09-24T14:38:00.004-04:00

ERICA VILLANUEVA, ACCOUNT EXECUTIVE/INTERNSHIP COORDINATOR

Why should you listen to me? I have been the internship coordinator at Ron Sachs Communications for nearly two years and during that time I’ve hired and managed more than 20 interns. To be honest, I didn’t always know what qualities to look for, but along the way I’ve come to learn exactly what makes the perfect intern applicant.

Many employers rate internship experience as one of the most important criteria in selecting a new hire. You can even pay some companies to find you an internship. For only $750, Intern Abroad will place you in a position. But why dole out all that cash, when you can score a spot on your own?

Timing is everything
Don’t just apply when you feel like applying. Find out when the company you’re applying to is actually looking to hire. This will help keep your e-mail out of the “abyss of forgotten intern applications.” The internships we offer at Ron Sachs Communications coincide with school semesters and we begin interviewing a month before the beginning of the new semester. This is the perfect time to apply!

Its important to follow up, but don’t be a stalker about it. A polite follow-up e-mail to check on the status of your application is plenty. Several calls and voicemails are too much, so don’t over do it.

Creating a complete application
In an application e-mail, I always like to see a cover letter, resume and writing samples. Including your availability is also helpful; that way I know if I can work you into our office schedule. Sometimes I’m looking for a specific time to fill, like Tuesday or Thursday, for example. Of course, your experience and writing samples matter, it’s just helpful to know how much time you can dedicate to your internship.

Make your resume relevant
Try to keep your resume to one page. I think it’s best to pick and choose the most relevant experience you’ve had.

You shouldn’t include summer or high school jobs like your position as a grocery bagger or a babysitter for your neighbor, since those jobs probably didn’t give you much PR experience. If they did, explain how.

Remember to highlight scholarships or awards you’ve received. It’s important to document all of these honors because it tells me you are dedicated to school and would therefore be dedicated to your job.

Extracurricular activities matter
Look for opportunities to get the experience you need to stand out. Set yourself apart from the other applicants by being involved in clubs or associations that provide opportunities for professional development.

Your church or temple may need help writing their newsletter, your sorority may need to ramp up new member recruitment or you can volunteer to work on a political campaign if that interests you. You can pretty much turn any of your hobbies or clubs into opportunities. Everyone needs PR, even if they don’t know it.

FPRA, PRSA and AAFT are all professional organizations with student chapters you can get involved in. Student newspapers like the FSView and the FAMUAN are other great ways to build your portfolio.

If you’d like to apply for an internship at Ron Sachs Communications you can e-mail your application to erica@ronsachs.com. So, go ahead and start working on building your resume because I’m always on the look out for those few stand out applicants to join the Ron Sachs team.

Coming up in my next blog, I’ll talk you through the interview process and give you tips and tricks on how to knock the socks off your interviewer.

New Levels of Incivility Undermine U.S. Democracy, Culture

2009-09-15T10:42:00.010-04:00

MICHELLE UBBEN, CHIEF OPERATING OFFICER

Our nation’s hallmark virtues of vigorous public debate, unfettered freedom of speech and of the press, and unfiltered self-expression make us strong, free and uniquely American. But the recent plunge to new depths of incivility by high-profile music, sports and political figures has quite the opposite effect.

USA Today’s front page story today highlights recent outbursts by U.S. Rep. Joe Wilson, who interrupted President Obama’s address to Congress to shout, “You lie;” tennis great Serena William’s expletive-laden verbal assault on a line judge; and hip hop star Kanye West’s interruption of Taylor Swift’s acceptance speech at the MTV Music Video Awards to argue that Beyonce should have won.

As Jeffrey Slee wrote recently in Newsroom Magazine, “It’s such a simple concept; don’t interrupt when someone else has the floor, play nicely with others, share and wait your turn. It’s what we all should have learned in kindergarten.”

We can disagree without demonizing the person with whom we disagree, be it a line judge or the President of the United States. The tenor of the ongoing national health care debate, with critics of the President’s plan calling him alternately a socialist and a fascist, is as frightening as it is uninformed. Opposing the plan is one thing; whipping up personalized attack-based hysteria is another.

Closer to home, Florida’s ongoing dialogue about whether to lift the decades-old ban on energy exploration off our coast has prompted opponents of the idea to resort to ugly personal attacks. It should still be possible to discuss an issue on the merits, even ones as important as oil drilling or health care reform, without maligning the character of those who engage the conversation.

A return to civility strengthens the democracy we all support, regardless of our political affiliation or stand on any one issue. As Abraham Lincoln said, “In times like the present, men should utter nothing for which they would not willingly be responsible through time and eternity.”

Wall Street needs small-business principles, ethics

2008-10-02T08:47:00.002-04:00

RON SACHS, PRESIDENT

Shock waves from America's Wall Street crisis unleashed a virtual economic earthquake in the world's money markets. While we don't fully know the impact yet on Main Street, not even the smartest experts seem to have a handle on how bad it will get or how long it will take us to recover from these dark days.

As the analyses continue, it is clear that big business and national political leaders share mammoth culpability for what is surely a man-made disaster. And a tight presidential race now becomes more turned by the misfortunes of a national economy in shambles.

In the end, we are likely to learn that our national leaders in business and politics have hurt us all by their own stunning deficit in the principles, ethics and integrity that are abundant among hardworking American families and the millions of small businesses that employ them.

How did the national powers go so wrong when, in every town, small businesses and citizens readily reflect the good values that have perilously disappeared in too many major institutions?

Record single-day losses in the stock market cut trillion-dollar holes in the savings and retirements funds of everyday people. As political and economic leaders bicker and blame each other instead of solving the problem, their disunity ensures one outcome: Our citizens/financial victims have become political victims, too.

It's twisted and ironic that iconic financial giants collapse under the weight of bad debt as ordinary citizens and small businesses continue the noble daily struggle of going to work, paying their bills, caring for their families and making proverbial ends meet.

All the while, the average American wonders: How could this happen, who is responsible, and can it be fixed?

The answers to those and other most disturbing questions will likely be pondered and debated by historians for decades. But unlike America's Great Depression — etched in time as a monumental crisis endured and overcome by a nation made stronger by the experience — there is no such confidence today.

Americans are justified in feeling downcast about this topical depression, because the leadership in Washington and the captains of industry don't inspire confidence about having the ability to right the battered financial ship of the United States.

If there were a deeper commitment at the national level to the honest values that live in modern America's small businesses, we might not be in any crisis at all.

Honesty, responsibility and commitment to doing the right thing are the basic values that are the daily guideposts for small businesses throughout our country. Ordinary as those values seem, today's crisis shows just how extraordinary they have become.

In 1983, the National Commission on Excellence in Education published a dramatic condemnation about major shortcomings in America's public education system. The report's most notable and quotable passage suggested that "if an unfriendly foreign power had imposed our schools upon us, we would have regarded it as an act of war."

Similarly, if a foreign entity had unleashed an economic crisis on the U.S. of this magnitude, it would surely be considered an act of war. But we know, sadly, the enemy is within for this crisis.

No matter the solutions — bailouts, buyouts, mergers, government controls at unprecedented levels — citizen confidence in our national government and big business is undermined and lowered beyond immediate repair. When such a basic trust is broken at this level, it may take a generation or more to repair.

Whatever instruments are applied to resolving the crisis, one sure way out of it would be to require a return to the core principles that made our democracy and economy great. For any mega-CEO or national politico who needs to see what that looks like, visit a small business in Tallahassee, Toledo, Taos — or anyplace else in the country — and learn from the real experts.

We may be witnessing the death of aggressive enterprise journalism that protects a free society

2008-08-27T17:48:00.005-04:00

RON SACHS, PRESIDENT

Mama, don't let your babies grow up to be newsies (with apologies to Willie Nelson).

Unlike the golden eras of the past, today's terribly changed news media push into a gory new frontier. We may be witnessing the death of aggressive enterprise journalism that protects a free society.

Corporate media layoffs, buyouts and reductions in force reflect a tough economic climate for news organizations.

The result is fewer experienced reporters asking probing questions of our leaders and institutions. Translation: dangerous potential exists for an unchecked era of chicanery and corruption.

In this capital city, where many of Florida's daily newspapers can take pride in having long-established bureaus, the cutting and gutting registers in a regular body count -- akin to a serial killing of the watchdog function our media perform.

As our news media lose their ability to cover the daily events and emerging trends of the state's three branches of government and other key institutions, the political forces seeking to influence them will win their narrow, special-interest agendas. That is a threat to our very democracy.

Before it's too late, here's one solution: Create a "super bureau" in which multiple news organizations share their dwindling resources to better cover the political/power scene. The competition factor -- a mixed bag in capital journalism -- should give way to a creative, coordinated and cooperative new ability to get the job done, together.

This idea isn't radical -- but it is practical. The use of "pool" reporters and photographers who share what they get with rival journalists is not uncommon in selective situations, such as presidential news conferences and campaign reporting. Now, it is time to standardize it -- rather than witness the atrophy of capital media's muscle.

Sharing costs and responsibilities would mean the few remaining reporters in the Florida Capital Press Corps wouldn't all cover the same news conferences or stories every day, which often has produced only multiple versions of the same canned news.

But deploying those reporters to cover different stories means all media -- and the public -- would better be covered where it matters most. And some new enterprise journalism might emerge.

There is modern precedent. Back in 1994, multiple Florida newspapers and TV stations collaborated in the "Voices of Florida" project to cover a spirited governor's race (Lawton Chiles versus Jeb Bush). Though aspects of this coverage were controversial (at least one newspaper opted out rather than be part of what it called a "cabal"), the coverage was aggressive and comprehensive.

After the 2000 presidential election debacle in Florida, news organizations cooperated again in a noble effort to analyze what went wrong. The outcome was a proud body of work for journalism.

The harsh fiscal realities in media today make the super capital bureau a near necessity. Staffed by reporters from various news organizations, it may be the only way to vigorously ask the tough questions and cover the news that impacts nearly 19 million people.

The journalists themselves would likely prefer working together in a strong and effective news bureau rather than feigning competition in a shrinking press corps. The bureau chief's responsibility could rotate among the journalists whose pursuit of the truth is the best hope for this idea actually working.

So, let this plan emerge now, before the Capital Press Corps is reduced to a press corpse. If it can work here, in Florida's capital, perhaps it might work in other markets and capitals. The captains of the media industry must care as much about the bottom line of journalism as their profits -- and the super bureau's funding and survival is one way to ensure both improve.

The number "30" was affixed to the end of a news story in newsrooms of old. Let's hope, for the sake of Florida, that there is more, not a "30," to the ongoing work of our Capital Press Corps.