Perini & Associates on Facebook

Posted in Advice and Counsel, PR Firm, Public Relations News on October 7th, 2010 by M.Perini

Find news and information related to public relations and Perini & Associates.

Become a FAN!

Check for updates on clients, trends and company events.

We are engaging in social media!  Come join us on facebook!

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News and Tips via “ePerini”

Posted in PR Firm, Public Relations News on September 16th, 2010 by M.Perini

HOT! ePerini Newsletter

Check it out!

Find all issues of the popular ePerini monthly newsletter with tips, news and information related to public relations!  Reputation Management. Public Affairs. Access Services.  Business Development.  Lots more!

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Are Magazines Still Relevant?

Posted in Business Development, Public Relations News, Research, Un-Category on September 9th, 2010 by M.Perini

The Power of Print

by Michael B. Perini, ABC
perini & associates

Contrary to what you might think magazines are being fueled by the internet.  Yes, amidst all  the excitement with social media, i.e. Facebook, YouTube, Twitter and the like, we are still reading magazines.  And most noteworthy is the fact that young adults are taking time to subscribe and/or pick up single copies.

Earlier this year, the leaders of five major magazines companies launched “The Power of Print” campaign.  The campaign promotes not just the enduring strengths of the medium, but according to the official press release, “also spotlights consumer commitment to magazines.”

“Readership is actually increasing,” said one publishing expert.  “Adults between the age of 18 and 32 are among the most dedicated readers.”

What has changed isn’t “people’s affinity for magazines” but the means by which they acquire them.  Last year, nearly 22 percent of all new paid subscriptions were ordered online.

Here are 11 facts about magazines, according to the Magazine Publishers of America (MPA) and other sources as noted:

1. Magazine readership has grown over the past five years.

2. Average paid subscriptions reached nearly 300 million in 2009.

3. 4 out of 5 adults read magazines.

4. Magazines deliver more ad impressions than TV or Web in half-hour period.

(Source: McPheters & Company)

5. Magazine readership in the 18 to 34 segment is growing.

6. Since Facebook was founded, magazines gained more than one million young

adult readers.

7. The average reader spends 43 minutes reading each issue.

8. Magazines are the No. 1 medium of engagement — across all dimensions

measured. Simmons’ Multi-Media Engagement Study find magazines continue

to score significantly higher than TV or the Internet in ad receptivity and all of

the other engagement dimensions, including “trustworthy” and “inspirational.”

(Source: Simmons Multi-Media Engagement Study)

9. Magazines and magazine ads garner the most attention: BIGresearch studies

show that when consumers read magazines they are much less likely to engage

with other media or to take part in non-media activities compared to the users

of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage


10. Magazines outperform other media in driving positive shifts in purchase

consideration/intent. (Source: Dynamic Logic)

11. Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)

Finally, a medium that some predicted would disappear — magazines — is actually growing amidst the electronic world in which we communicate.   Did instant coffee kill coffee?  Well NO!  And, the internet is not killing magazines.  Rather the web is spurring magazine growth.

One last fact if you aren’t convinced: During the 12-year life of Google, magazine readership increased 11% (Source: MRI Fall 2009 data)

So, I would like to know what magazines are you reading and method (print or electronic)?  On my coffee table, for example, are SAILDENVER and AIR FORCE among others.

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PR assessment for the rest of us: CAT

Posted in Advice and Counsel, PR Firm, Public Relations News, Research on August 26th, 2010 by M.Perini

Perini & Associates, a public relations firm based in Colorado, has developed  a  tool to assist managers of organizations, events and issues with determining public relations requirements.

The new assessment tool provides the company executive, event coordinator, or issues advocate with a roadmap designed to integrate public relations practices — top to bottom — for success.

"Cat" -- PR assessment for the rest of us

There are three tools available:

  • Organization-CAT
  • Issue-CAT
  • Event- CAT

Each Communication Assessment Tool (CAT) is useful in analyzing the communications environment within an organization, event or issue.  The tool works for start-ups, non-profits and businesses of all sizes.  CAT is also very useful for the volunteer leader attempting to set up an event or activity.

“It really is the tool for the rest of us,” said Michael Perini, owner of Perini & Associates.

“It ‘s not ‘one stop shopping’ for successful public relations anymore and this tool combines strategies, capabilities and tactics,” said Perini.

Perini & Associates experience is what makes this assessment tool so valuable.   The experience of more than 30 years in the PR field by  Perini an then adding the company’s experienced associate team to the assessment process is the difference.

Most often, analyzing the benefits of PR integration has been subjective and haphazard at best. From a client’s perspective, they don’t often go through a rigid analysis.  Why?  “They think they understand PR because they have a website or have written a press release,” Perini said.  “The results of this tool allows focus and synergy,” he said.

Also, there has been limited available resources that understand and have been able to articulate the need for such a useful service.  “We view PR as a strategic management function, responsible for listening to the customer or supporter and the employees or volunteers and helping management make decisions based on what all these ‘audiences’ think,” Perini said.

Once a client agrees to the assessment, Perini & Associates selects the proper tool, i.e., O-CAT, I-CAT OR E-CAT.   “First, we meet with the senior person for the organization, event or issue,”  Perini said.  “Then we use our tool to establish the current communications environment from top to bottom.  A series of questions forms the basis of each assessment tool and a confidential report is provided with recommended steps to better integrate PR,” he said.

Public relations firms serve as a combination of communications counselor, navigator, and interpreter. “By taking advantage of every available channel, working with the client and understanding the target audience outcomes can be transformative,” Perini said.

Below is a list of important areas reviewed using the CAT:

Strategic Communications Services

Reputation/Relationship Management

Access Services

Business Development/Branding/Sponsorship

Government Affairs

Public Affairs

Minority/Multicultural Relations

Message Development

Direct Marketing

Event and Seminars

Issue/Crisis Communications

Media Relations

Executive Media Training

Writing Services

Community Relations

Speeches and Presentations

Employee Relations

Internet-based strategies

Website Design/Search/Assessment

Video Production

Legal Support

“The impact of such a tool will make a business more profitable, and event better attended and an issue better understood,” Perini said.

Perini & Associates determines up front the cost of the analysis, which is based on the scope,  size of the organization, event or issue and time allowed for the analysis.

To learn more about Perini & Associates and how we can help your company, event or issue please visit or email us at:

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Elevate Your Attitude: New Woodland Park, CO Brand and Marketing Strategy

Posted in Advice and Counsel, PR Firm, Public Relations News on August 5th, 2010 by M.Perini




New Woodland Park, CO Logo and Tagline

(WOODLAND PARK, CO) — To promote the Woodland Park area as a unique and distinctive community destination in the Pike’s Peak region, the Greater Woodland Park Chamber of Commerce, the City of Woodland Park Office of Economic and Downtown Development (OEDD), and the Woodland Retail Alliance established a project in collaboration with partnering community organizations to develop a fresh brand and marketing strategy.

“The intent is to build recognition for Woodland Park’s myriad amenities and make it the preferred destination for local and regional consumers and beyond, generating more business and revenue for the community,” said Mike Perini, Woodland Park Area Marketing Task Force spokesperson.

“The development of the new brand and tagline — Elevate Your Attitude — for Woodland Park was achieved through intensive creative workshops and brainstorming sessions which sought to build off of findings from community outreach,” Perini said.

In early 2010 to accomplish this goal, a Task Force formed, consisting of more than 25 representatives from agencies and organizations throughout the community, and with the help of a Cripple Creek and Victor Gold Mining Company grant, contracted with Denver-based Centro Inc. and design-firm Julipp. A community-based process was initiated to bring the Woodland Park community to consensus on a unified brand and marketing approach.

A critical component, according to Perini, was to create a compelling marketing campaign to support the brand.  “We are now using a new, fresh and clever marketing campaign that supports the Woodland Park Area’s new brand and tagline,” he said.

A fact-gathering process was undertaken to lay the foundation of this brand and marketing strategy, Perini said.  This process included:

  • A review of existing studies and data about Woodland Park to understand current conditions and market potential.
  • Interviews and roundtables with a cross-section of Woodland Park community stakeholders, including community organizations, merchants, property owners, city staff and elected officials and other members of the community, to build consensus around goals and objectives for the brand and marketing strategy, to identify challenges and opportunities presented by the development of a unified marketing approach and to unite everyone around key messages.
  • A review of current Woodland Park marketing efforts and suggestions for improvement from the Woodland Park High School entrepreneur class.
  • Colorado Springs focus groups to test perceptions of Woodland Park and to understand how visitors from “down the hill” get their information as well as what activities, events and messaging would be compelling enough for them to be encouraged to explore Woodland Park.

The following target markets were identified as key audiences towards which strategies in the Woodland Park area brand and marketing strategy will be directed:

Community Members: “This plan aims to unify locals to support what exists and provides new opportunities to involve residents in the growth and development of Woodland Park,” Perini said.

Day-Trippers and Regional Visitors:There is a significant front-range population that regularly turns their weekend days into day-trips into the mountains to explore new communities and recreational opportunities. “Packaging these experiences as ‘weekend retreats’ will be positive for Woodland Park’s success,” Perini said.

Destination Visitors: Traffic counts suggest a large number of passers-through headed to other locales. Passers-through require visual cues to alert them to what’s available and what’s offered in Woodland Park. “A portion of the marketing plan contains strategies to visually advertise what Woodland Park has to offer as the cars pass through,” he said.

Investors and Entrepreneurs (Existing and New): Improving the financial position of the community and bringing more businesses to Woodland Park to support the residential base means making a concerted marketing effort directed towards investors and entrepreneurs who may consider Woodland Park a place to invest in a new business or retail concept.

Woodland Park Area Marketing Task Force members:

Jed Bowman, Superintendent, Woodland Park School District Re-2; Jennette Brown, Owner, Flutterbys & Party Bugs and DDA Board Member; David Buttery, City Manager – City of Woodland Park;  Jamie & Ben Caperton, Owners, Charitable Treasures; Rick Chulick, Owner Chulick & Kozleski and Chair, Woodland Park Chamber of Commerce Board; Kim Clarkson, Owner, Gold Hill Java and Chair of Gold Hill Square Merchants Association; Carla Clausen, Owner, Banana Belt Liquors; Phyllis DeLaney, Rampart Library District; Sue Greene, Owner, UPS Store; Ralph Holloway, Owner, Seven Arrows Gallery and Chair, Woodland Park Arts Alliance Board; Beth Kosley, Executive Director, Office of Economic & Downtown Development; Jane Mannon, Manager of Community Affairs, Cripple Creek and Victor Gold Mining Co.; Bob McMillan, Chair, Economic Advisory Group; Debbie Miller, President, Woodland Park Chamber of Commerce; Darwin Naccarato, Mountain Arts Council; Deb Nichols, Owner, Cowbells & Deersnake Gallery; Mike Perini, Principal, Perini & Associates; Tony Perry, President, Park State Bank & Trust; Rita Randolph, Woodland Park Library; Steve Randolph, Mayor, City of Woodland Park; Rick Wetzel, Investment Advisor, Bennett & Co and Advisors — Woodland Park School District Re-2 Board; Vera Egbert, Branch Manager, People’s Bank and President, Woodland Park Retail Alliance.

In addition to the development of the primary brand, supporting graphic elements were created for advertising, marketing and collateral pieces. Each of these elements allows for a unique use and “tone” to the brand messaging.

Critical to the success of the branding initiative is to create a community portal website that ties into the new Woodland Park brand.Perini said.  “This means aggregating information into one, easy-to-find location. The site will be an amenity for residents and visitors alike and will be a one-stop shop for all critical information about the community,” he said.

Other key marketing tools to be used:  Social media tools, finding a more visible location for the Woodland Park Area Visitor’s Center, leveraging of the Meadow Woods Sports Complex, creation of a new signature event that defines the Woodland Park Area, and leveraging existing events.  Creating partnerships with camp and retreat centers in the Area is also planned. Over a dozen retreat centers and camps call the Woodland Park area home, and during the stakeholder outreach community members brought forward suggestions to create closer ties with these organizations to build better marketing opportunities and to explore event ideas that could utilize these facilities,” Perini said.

The current branding and marketing effort grew out of  conversations among community leaders.


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Part 1: News Media To Engage or Not?

Posted in Advice and Counsel, Public Relations News on July 29th, 2010 by M.Perini

Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

No matter what sector you work in, long-standing success won’t come without the support of an informed public.

I have more than three decades of experience dealing with the media — local, regional, national and international.  I have stood with the news media at accident sites and been behind the podium “live” in countless challenging situations around the globe.   I’ve participated in the 24 hour news cycle (which we thought was very short in the 1980s),  to the instant information age of today where we often have requirements to update the media nearly every 24 seconds.

The news media may have changed in form, i.e. a movement toward a more robust internet presence via web and social media outlets (facebook, twitter, smart phones, etc.) but the function and methods for gathering and reporting news have stood the test of time.

Here are some of the lessons I learned over the years that will assist you in your engagement with the media.  And, if  you think you don’t need to worry about standing in front of a camera…just check  the news today!  See how many  CEO’s, educational leaders, government organizations, non-profits, advocacy leaders are finding themselves on the front pages.

Getting Ready: Your success in an interview is directly tied to the quality of your presentation, your ability to articulate your messages, and the level of control you exercise during the interview process.  Never think an interview is a conversation or that you can “wing it”.  View it instead as an opportunity to make a well-developed presentation reflecting research, preparation and enthusiam.

Messages: Never do an interview unless you know exactly what you want to say and  how want to say it.  Anticipate the issues and questions of an interviewer and equip yourself with short, memorable, positive and relevant messages.

Use the “inverted pyramid” to structure your interview answers.  Lead with your most important message — your headline — then cover your messages in descending order of priority.

Be aware of interview time constraints and the importance of optimizing every moment.  Some interview situations will allow you to time to talk at length; however, for most you must distill your messages down to 12- to 15-second sound bytes or one to two dozen quotable words.  Given that you have no control over what answers an interviewer will use in editing the final story, each one of your answers should be a “home run.”

Personal Credibility: Remember, you are the expert (that’s why you’re being interviewed).  Use  your personal knowledge and experience to avoid speaking about your organizaton, activity or issue in the abstract.  In other words, if you can say, “I’ve flown the plane” or “I’ve talked to the people using the technology” do it.

Repeating Your Messages: An interview has a purpose and so should  you. During an interview, repeat your messages frequently.  Repetition increases audience retention.  It helps ensure the audience and the reporter will remember your messages.

Finally, don’t ignore the media.  Frankly, you can’t.  Maybe short-term but not forever.  Yes, engage!  Do so with preparation.   You wouldn’t go into potential combat without training and a good strategy.  Do the same when there is a camera focused at  you.

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The A-Team: Our Associates

Posted in PR Firm, Public Relations News, Team on July 8th, 2010 by M.Perini

by Michael B. Perini, ABC
perini & associates

Just like the new “The A-Team” movie our A-Team of associates represents some of best talent around.

To be honest, our team isn’t as silly as leader Col. Hannibal Smith or strongman Bosco “B.A” Baracas, insane pilot Murdock or faceman Peck, but they do click as a group and they have all been pretty damn successful in solving the myriad of public relations challenges that for others might defy logic.

Let’s meet the Perini & Associates A-Team:

Ben Caperton: To be able to meet the needs of clients in fundraising, event planning, and general first responder disciplines like police departments, fire and emergency response organizations, it was critical we have Caperton on the team.

Bill Erickson: Erickson, is the newest associate and he has the product manager experience that we were looking for.  He is a accomplished leader with 20 years experience impacting organizational performance by introducing industry-leading products to market, new processes to business and managing support though the product life cycle. His portfolio also includes consensus building and reputation management.

Gail Fisher: Fisher has 15 years experience in the hospitality industry. Her professional work includes experience as an Independent Meeting and Travel Director. She was the on-site manager in district and regional pharmaceutical meetings and large sporting event coordination including the 1994 World Cup and 1996 Summer Olympics.

Ed Flanagan:  Flanagan, owner of Manitou Motion  Picture Company, has 25+ years of national and international television & film experience. His experience encompasses shooting, producing, editing and directing award-winning projects, including television specials for nationwide syndication, network news stories (ABC, NBC, and CBS), documentaries, educational videos, commercials and animated adventures.

Andrew Hershberger: Hershberger brings seventeen years of professional ‘sweet’ experience in graphic design, branding, marketing and advertising. 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.

MNM WebWorks: Matt Upton, owner, develops internet-based programs that are transforming the way organizations communicate, exchange information and transact business. The services provided include building market-oriented web sites, database application development, web site hosting and maintenance, search engine optimization, and e-mail systems.

Red Energy Public Relations: As the business grows we believe it’s important to be able to create and maintain valuable customer connections so having another firm lead by Amy Sufak, on the team –- at the ready — to assist as needed, is key to the company’s growth.

Will Temby: Temby brings strategic planning, business development, public policy, building collaborative relationships and customer service to our team. During a 20-year career in the hotel business, he held leadership positions for the Steamboat Ski and Resort, Hyatt, Sheraton, Renaissance and Hilton corporations. He has received national recognition for financial performance and customer service delivery.

The Caperton Group: The Caperton Group will be the associate that we go to for clients who need leadership mentoring in all aspects of non-profit management, from technical  to motivational strategies.

Steve Turner: Turner brings two decades of professional experience in media relations. 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.

The A-Team movie reviews highlight the fun and thrills for audience goers and promises a summer blockbuster viewing that will be hard to dislike.  The reviews of our elite group of unflappable experts showcase the value added when clients hire our A-Team.

Remember, there is no plan B!

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200 Hundred Opinions: Making Our Blog Count!

Posted in Advice and Counsel, PR Firm, Public Relations News, Random Thoughts on July 1st, 2010 by M.Perini

Perini & Associates Blog Posts

by Michael B. Perini, ABC
perini & associates

We have reached the 200 mark!  From individuals wanting to know more about public relations practices to business owners seeking useful tips to improve their services.  From around the world, we are beginning to develop a significant group of individuals depending on the Perini & Associates Blog and willing to send us comments.

Your inputs, in a nutshell, continue to show us the importance of providing this blog on a regular basis.

From facts to case studies. From tips to useful information to assist you in your business, event or advocacy — I thank you so, so much for your interaction.

The comments below are typical of what we have heard and you can find them all — and more — in our current and previous posts. Please let me know if there is a topic that we should post or how we might improve our blog.

“This is such a great resource that you are providing and you give it away for free. I enjoy seeing websites that understand the value of providing a prime resource for free. I truly loved reading your post. Thanks!”

“I did like the article very much. Really was helpful. You know what was great? You only elaborate to a point with short and snappy answers. I believe that this approach will help and sustains followers running around searching for any advice. Your blog doesn’t require a reread.”

“Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!”

“Great information! You write it very clean. I am very lucky to get these tips from you.”

“Fantastic Info. Tweeted about it. I’ll bookmark this post too.”

“Hey, found your blog on Google and I will definatley be recommending and coming back to the site! =)”

“Can I just say what a relief to find someone who actually knows what theyre talking about on the internet. You definitely know how to bring an issue to light and make it important. More people need to read this and understand this side of the story. I cant believe youre not more popular because you definitely have the gift.”

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New Associate: Temby with Strategic Planning, Foundation and Hotel Experience

Posted in Public Relations News, Team on June 17th, 2010 by M.Perini

Perini & Associates is proud to announce Will Temby as an associate.

“Temby brings strategic planning, business development, public policy, building collaborative relationships and customer service to our team,” Michael Perini said.

“He has held numerous leadership positions in both the private and nonprofit sectors,” Perini said. “With 25 years experience he has been a successful CEO, vice president and general manager.”

“I have seen Will’s work up close. It’s innovative and meets our vision of taking public relations to new levels,” Perini said.

Most recently, Will worked as a business development consultant to the National Institute of Science, Space and Security Centers (NISSSC) at the University of Colorado at Colorado Springs.

Temby has served as the Associate Vice President, Special Projects for the University of Colorado Foundation. While at the CU Foundation, it was named large university “Foundation of the Year” for all university foundations in the United States.

He is the former President and Chief Executive Officer of the Greater Colorado Springs Chamber of Commerce — serving a metropolitan statistical area in excess of 600,000 people. While in that capacity, he served on the Chamber of Commerce Committee of 100 for the United States Chamber of Commerce and the Major Cities Council of the American Chamber of Commerce Executives.

From 2005 until 2007, Will was the Chair of the Steering Committee for the Colorado Competitive Council in Denver, Colorado.

Will is a former Chairman of the National Homeland Defense Foundation and currently serves on its Board of Directors. He is Vice Chair of the Board of Directors of the Colorado Springs Leadership Institute, a co-founder of the Colorado Springs Leadership Summit, a co-founder and co-chair of the Colorado Springs Diversity Forum, and is also serving as a volunteer for Operation 6035—an economic development plan for the Pikes Peak Region.

During a 20-year career in the hotel business, he held leadership positions for the Steamboat Ski and Resort, Hyatt, Sheraton, Renaissance and Hilton corporations. The teams on which he served, and Will personally, received national recognition for financial performance and customer service delivery.

Will is a graduate of the Isenberg School of Management at the University of Massachusetts-Amherst.

“You can’t start and stop public relations activities. Programs need to be developed, executed and measured. Will’s talent is vital to our bullpen of experts as we work with clients across the globe, Perini said.

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Blog Popularity

Posted in Public Relations News on May 2nd, 2010 by M.Perini

Blog Continues to Grow in Readership!

by Michael Perini, ABC
Perini & Associates

Less than five months from the original post, our blog continues to grow in readership. More than 300 viewers a month with steady increases in visitors since January.

We appreciate that we are offering news, information and useful tips that bring readers back and attract new people.

Here are just some of the more than 100 comments we have received. You will find them all on the various posts.  Keep reading! Keep commenting!

“You made some Good points there. I did a search on the topic and found most people will agree.” — John Washington

“I’ve been reading along for a while now. I just wanted to drop you a comment to say keep up the good work.” — Ben Waugh

“Thanks, you guys explained everthing I needed to know and very quickly 10 out of 10!
— Gerald Mccleary

“Hey from Portugal! I have found your html page on Google. Great content!” — Debra J.

“Hello, your post can make for authentic excellent reading. Presently there are not adequate blogs out there which include really good reading content. Massive thumbs up from me. I’ll be hanging around quite a bit in the future.” — Jeanett Postert