Hershberger, great graphic talent

Perini & Associates is proud to announce Andrew Hershberger as a new associate.

“Andrew brings seventeen years of professional ‘sweet’ experience in graphic design, branding, marketing and advertising,” Michael Perini said.

“He provides the agency and consulting expertise we needed to expand not only our business but yours,” Perini said.

“From travel and tourism to healthcare and retail brand development, he has creative award-winning solutions to maximize market awareness and generate direct ‘ROI’ (Return on Investment) for clients,” Perini said.

“Andrew is not only creative but he knows how to balance that talent with business sensibility. Definitely, he has the edge needed in today’s high impact world of graphics,” Perini said.

OASIS Spread, Hersberger

Hershberger’s clients have been in arts and entertainment, construction, higher education, financial and legal, gaming, government and utilities, healthcare, non-profit, publishing, real estate, retail, and sports and recreation.

His list of awards include multiple Las Vegas Ad Federation and Pikes Peak Ad Federation “Addy” Awards including “Award of Excellence” and regional “Addy.”

Multiple AIGA Las Vegas Peep Show awards including “Best of Show” and “Judge’s Choice.”  H was recognized as “50 Designers To Watch in 2000″ by

Graphic Design USA Magazine. Selected to design a new logo for Las Vegas Chamber of Commerce and commissioned to write an article for Chamber’s “New Member Handbook” on Branding. Kent State University Portfolio Award.

“When you look at his performance he has what it takes to help us take clients needing design to new levels,” Perini said.

Hersberger Logos

Is Texting the Next American Idol?

Is Texting the Next American Idol?

By  Michael Perini, ABC
Perini & Associates

Text or text messaging.  You know those brief written exchanges between mobile and portable devices over cellular networks?  And yes, texting today includes words, images, video, and sound content.

So, do you text?  If so, you are known as a texter.  If you don’t you might be considered “old school”.

Here are some facts for those of you who need them:

1. Text messaging, which had its roots in 1992, is the most widely used mobile data service, with 74% of all mobile phone users worldwide or 2.4 billion out of 3.3 billion phone subscribers at end of 2007 being active users of the Short Message Service (SMS) the official name for texting.

2. From urbanites to grandfathers; from businesses to first-responders, it seems that everyone is text messaging.  According to both the Mobile Marketing Association and Pew Internet & American Life Project Surveys, 80% of U.S. Mobile phone users text.  CTIA, the Wireless Association, reports that the average number of text messages sent per subscriber per month was 188.

With the addition of voting on the television program American Idol many Americans for the first time were introduced to SMS.  Ok, you can confess, have you voted on this show or other TV or on-line programs?   If so, I would like to know why.

An obvious question:  Why post about text messaging if it is so routine?  Text messaging has many public relations implications – some positive and some not so.  I think we all need to understand the merits and pitfalls of this new phenomenon as it grows into the fabric of our daily lives.

1.  Addiction. Results from various studies have concluded that the most addictive digital service on mobile or the Internet is texting.  The text reception habit introduces a need to remain connected, called “Reachability,” according to the authors of 3G marketing: communities and strategic partnerships.

2. Wide Social Impact. Let me spend a little time on this point.  Text messaging has made possible new forms of interaction from bullying to law and crime. As a result, the use of text messaging has been banned in many schools.  Police have retrieved deleted messages as evidence.

Texting has been used in politics and to gather large crowds resulting in riots.  Text messaging has had a major impact on the political world also.  American campaigns find that text messaging is a much easier, cheaper way of getting to the voters than the door to door approach.

Several universities have implemented a system of texting students and faculties’ campus alerts.   One such example is Penn State.

There are examples of texting in politics and security concerns.  Security experts advise SMS should not be used for confidential communication.

And, we all know Tiger Wood’s texting was highlighted during his infidelity.  “Sexting” is slang for the act of sending sexually explicit or suggestive content between mobile devices using SMS. Celebrities such as Miley Cyrus, Vanessa Hudgens, and Adrienne Bailon have been victims of such abuses of texting.

There are other social impacts from texting:
• A person can carry out a conversation with another user without the constraint of being expected to reply within a short amount of time, and without needing to set time aside to engage in conversation.
• Mobile phone users can now maintain communication during situations in which a voice call is impractical, impossible, or unacceptable.

In the last year, not surprising, text messaging has become popular for business purposes. From club owners and associations who can quickly reach opt-in subscribers, to stockbrokers communicating with investors.

And what about our thumbs?  Texting even affects them! Medical reports indicate that excessive use of the thumb for pressing keys on mobile devices is leading to a form of repetitive strain injury termed “Blackberry thumb.”

3. Effect on language. The small phone keypad has caused a number of adaptations to spelling and use of abbreviations. IMO (in my opinion), FWIW (for what it’s worth), IIRC (if I remember correctly) and FYI (for your information).

In addition, the idea that WORDS IN UPPER CASE MEAN WE ARE SHOUTING, while lower case writing is the accepted form is another impact from earlier technology (emails and internet chat rooms) that now have found a way to texting.

Various Website portals have supported a community of users in standardizing text speak by allowing users to submit translations, staking claim with their user handle, or submitting messages and guessing lingo phrases. Tryout Transl8lit, for example.  Remember vanity plates?  Same thing, but electronic.

The use of text messaging has changed the way that people talk and write essays. In November 2006, New Zealand Qualifications Authority allowed students of secondary schools to use mobile phone text language in the end of the year exam papers. However, at this point, linguistic experts seem to agree that the notion that text language is widespread or harmful has no basis in fact.

Text messaging has also Americanized some of the world’s languages with English, according to The New Yorker.

The use of diacritic marks has dropped in languages such as French, as well as symbols in Ethiopian languages.

American popular culture is also recognized in text shorthand. For example, Homer Simpson translates into: ~(_8^(|).

4. Texting while driving. Texting while driving leads to increased distraction behind the wheel. A 2009 study finds texting while driving increases the risk of crashing by 23 times.

Another 2009 study at the University of Utah showed that texters had a “substantial” increase in the risk of a crash because texting “requires drivers to switch their attention from one task to the other.”

Many states have adopted laws prohibiting texting while driving. Colorado is just one example of a state that has issued a ticket for texting.

Finally, what about texting etiquette?

America’s twentieth century etiquette guru, Emily Post, has a list of “do’s and don’ts”.

“You shouldn’t use text messaging when informing someone of sad news, business matters, or urgent meetings, unless it’s to set up a phone call on the subject,” according to the Emily Post website.

So, as you can see, texting has many public relations ramifications. With the way the texting trend is going will a texter with a mobile device in his/her hand texting the words of a song be the next American Idol instead of a singer with a microphone or guitar?

Press #1234 to vote YES.   Press # 1235 to vote NO!

wud U pls comment. thx.

A little "PR Sweetener" would help!

PR Sweetener or Kleenex?
by Michael Perini, ABC
Perini & Associates

Amid signs of an improving economy, Americans are beginning to open their wallets. As a result, household goods makers like Procter & Gamble Co. and Colgate-Palmolive Co., are increasing their advertising, according to the Wall Street Journal. Their hope, according to company officials, is to move consumers farther out of their shells.

Recent survey data show consumers willing to splurge by eating out more or purchasing new shoes. But buying staples like Kleenex, paper towels, and toothpaste needs a little push, according to economy experts.

P&G, plans a 20% increase in “consumer impressions,” or instances when consumers see its ads, WSJ reports.

So, will this upward trend in more advertising dollars for consumer staples flow over into a call for more broader public relations activities and thus the expenditures that go with this decision?

In my view, it will take more than pushing extra ads at consumers to really make a difference for the cautious public to act no matter the product or service.

A complete public relations strategy is required to take advantage of the growing economy and the time is now to increase spending for PR applications and successful public communications.

Here are my reasons why companies, event planners and issue advocates need to acquire the services of public relations professionals to manage the diplomacy of interaction during this recovery.

1. Cross pollination. This is not one-stop shopping. Public communications requires efforts across multiple industries, cultures and geographies. Very much like a “mall” approach with a variety of offerings under one roof that excite consumers to act.

2. Market is going to get crowded. As the economy recovers, more products and services will be available to the public. It will take a strategy, developed by public relations experts, to get through the crowd and have a better ROI (Return on Investment) for a client.

3. Digital knowledge. Texting, emails, websites and the new social media platforms really require a navigator who understands, is comfortable with and knows the best practices to help guide clients to figure out the most appropriate message for the correct media.

I believe public relations firms are ready for action. I know we are! It’s our hope that Kleenex and toothpaste aren’t the only items in the consumers shopping cart.

What about adding a little “PR sweetener?”

NEW ASSOCIATE: TURNER 20 YEARS EXPERIENCE

Perini & Associates is proud to announce Steve Turner as an associate.

“Turner brings two decades of professional experience in media relations,” Michael Perini said.

“He has worked on dozens of campaigns on a national, regional and local basis with clients in architecture/construction, finance, healthcare, high-tech, home improvement, retail and sports marketing,” Perini said.

Steve specializes in media relations and has helped clients secure coverage on network television and radio, major daily newspapers, business journals, trade journals and numerous online publications.

“He has a thorough understanding of social media,” Perini said.

He is an active member of the Public Relations Society of America and lends his expertise to various charity endeavors such as the Arthritis Foundation, Children’s Miracle Network, and YMCA.

“I have seen Steve’s work. It’s creative and meets our vision of taking public relations to new levels,” Perini added. “We know it is a tough time but now more than ever there is a need to manage conversations and Steve’s talent adds to our growing bull pen to help clients of all levels.”

Amen! Tiger Woods is Back

Amen Corner: Tiger Wood’s Next Shot

by Michael Perini, ABC
Perini & Associates

The second shot at the 11th; all of the 12th, and the tee shot at the 13th hole at Augusta are nicknamed “Amen Corner.”

This term was first used in print by author Herbert Warren Wind in his April 21, 1958 Sports Illustrated article about the Masters that year.

Wind said he wanted a “catchy phrase” like baseball’s “hot-corner” or football’s “coffin-corner” to explain where some of the most exciting golf had taken place. Thus “Amen Corner” was born.

Well, with the Master’s Golf Tournament just around the corner and the “master” of modern golf — at least in the past decade, in my view — taking the global public stage again it’s time to say, “Amen!”

Will Tiger’s apology be enough? Will his crisis communication team be ready?

Will the TV commentators, as the cameras follow him through the holes at the Augusta National Golf Club, talk more about his golf swing or his swing through the illicit world? Which he now says, he regrets?

Woods has publically said he’s ready to play golf again. And, the Master’s tournament, already an icon for television ratings, will likely set new records for sports viewing. Will you be watching? What’s Tiger’s next shot?

As difficult as the public relations strategy has been for Woods during the past months, in my view, the most difficult course lies ahead.

Here’s why and my suggestions on what Tiger and his PR machine can do to navigate the “roughs” ahead.

1. Stick to golf. Make it clear when conducting news media interviews that the questions will be on golf and not on his past affairs but if he is pushed then be sincere, forgiving and go to the next question from the reporter. Also, don’t make the press conferences so restricted. This isn’t a military flight-line with limited access for authorized folks only. Let reporters ask a question and have a follow-up. Second shots are allowed in golf, correct? Let’s have the same respect for the news media who only are trying to do their jobs. Finally, over time the questions will be less about his personal relationships and more about his comeback efforts in golf.

2. Wave at the Fans. Tiger has always seemed to me one who believes he can walk in front of the crowds, along the fairways and not with them. I would recommend, where appropriate, he get more involved with fans. A little community relations, if you will. Spend some time with the fans. Easily done at the pre and post golf activities.

3. Consider new endorsements. Tiger has apologized to family, friends, fans and business partners. He says he’s still rebuilding his life. What better time than now to add rehab organizations to his list of sponsors. He can better tell his story and keep the fans faithful by showing some humility and backing up his words by strong action to help others.

Tiger said he takes responsibility. Now it’s up to the fans to also be responsible by showing respect when Tiger plays at the Masters, but especially when he heads for Amen Corner.

Amen to Tiger Woods playing golf again!