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If you’re interested in learning how you can use Facebook to market local events, this podcast episode is for you. 

We cover event marketing on Facebook fan pages vs. event marketing through personal Facebook profiles. 

We also talk about what should be included in a Facebook event marketing status update, how frequently you should post and what might happen if you post too often.  

My guest is Paul Klink, an Oahu-based Philanthropy, Business and Marketing Consultant who has built multiple, successful communities on Facebook, many of which are maxed-out at the 5,000 Facebook “friend” limit. 

I am a friend of his Aloha lifestyle profile.   Paul received the Lieutenant Governor’s Award for being as one of Hawaii's 100 High-Tech Executives. 

As one of his many Facebook friends, I can say that his newsfeed reflects what I consider to be the Aloha lifestyle. 

He joined me in the hospitality suite at the Hale Koa Hotel & Resort on Waikiki Beach in Hawaii for this discussion about Facebook event marketing.   

SHOW NOTES  

00:58 – Paul defines the concept of “Living the Aloha,” shares advice with listeners about living the Aloha online and why attractions works better than promotion when it comes to Facebook status updates.  

02:55 – Tips for effective Facebook event marketing, Facebook invitation posting frequency, the importance of keeping it simple, good Facebook event marketing language and what links to include in a Facebook event invite.  

05:19 – How to market local events on Facebook.  

06:12 – Ethical issues surrounding the practice of sock puppeting multiple Facebook profile pages.  

07:42 – Facebook marketing challenges of Chris Pirillo and Paul Klink.  Personal Facebook profile pages versus Facebook fan pages.  Engagement levels and shortcomings of Facebook fan pages.  

09:40 – Having conversations with Facebook fan page profiles versus Facebook personal profiles, and effective, appropriate uses of both.  

10:47 – Dealing with spoofed Facebook fan pages.  

11:40 -- End  

Photo by Mike Baker on Unsplash

At the end of my digital media public affairs workshop at US Pacific Command, I sat down with US Army Lieutenant Colonel Daniel King, the command’s deputy director of public affairs, to discuss the major threats facing the US and its allies in the Pacific and what it means for the strategic public relations management approach of his team.  

LTC King is an experienced crisis communications expert who travels regularly to support Admiral Willard’s, PACOM’s ranking officer, in a public affairs capacity and to assist in the strategic planning of public relations.  He and his team recently handled the communications for the United States response to the sinking of the Republic of Korea’s warship the Cheonan, allegedly by a North Korean submarine.  

He earned an advanced degree at USC in strategic public relations from Annenberg School of Communications.  

In this interview, LTC Daniel King goes on the record online about:

North Korea’s nuclear capabilities

Google’s defection from China

Use of video by the activists and Israeli Defense Forces Public Affairs detail throughout the recent Gaza Flotilla Raid (or the Gaza Flotilla Attack, depending on your politics)

Where US Pacific Command is with respect to social media community relations strategy.  

The interview was recorded at US Pacific Command, or PACOM, which is stationed at a high-security facility at Camp HM Smith, situated on Oahu’s higher-ground with a sweeping view over Pearl Harbor. 

Guests must be accompanies by an escort, are required to remove the battery from their cell phone and must switch off their laptop wireless signal.  

SHOW NOTES  

00:54 -- An overview of US Pacific Command, which is the US combatant command responsible for a geographic region that comprises 51 percent of the world’s surface, from the West Coast of Los Angeles to the West Coast of India and from the North Pole to the South Pole.  The Pacific region is occupied by 36 nations and 3.4 billion people. LTC King characterizes the region as tremendously diverse and dynamic in its people, its economies, its politics and its diplomacy.  

01:55 – US Pacific Command’s mission is to work together with US partners and allies to facilitate and improve the security of the Asia-Pacific region to continue the stability that has benefited the region for the last 60 years. Five of the 7 US international treaties apply to the Pacific.  Over $1.3 trillion dollars of international commerce moves back and forth throughout the Asia-Pacific region, and all of that is facilitated by the security and stability factors maintained by PACOM and its partners.  

03:17 – The biggest challenges facing the US and its interests in the Pacific are humanitarian, natural or military disasters are anything else that compromises “unfettered access to the global commons.”  

04:31 – North Korea’s vow to respond to the US and South Korea’s Operation Invincible Spirit (exercises involving 200 sea faring vessels and 200 aircraft) with “powerful nuclear deterrents” and the United Nations Security Council’s reaction to the recent sinking of the Republic of Korea’s Choenan, which resulted in the death of 46 South Korean service members, allegedly by a North Korean submarine and PACOM’s response effort.  

07:43 – How LTC King was informed about the explosion aboard the Cheonan, the course of action he and his team took as a result and the role of the mainstream news media during the initial period after the event.   11:05 – Reports of propaganda posters seen inside North Korea depicting a fist smashing an enemy ship in two.

At the end of my Social Media Boot Camp with US Pacific Command, I sat down with US Army Lieutenant Colonel Daniel King, the command’s deputy director of public affairs, to discuss the major threats facing the US and its allies in the Pacific and what it means for the strategic public relations management approach of his team.

LTC King is an experienced crisis communications expert who travels regularly to support Admiral Willard’s, PACOM’s ranking officer, in a public affairs capacity and to assist in the strategic planning of public relations. He and his team recently handled the communications for the United States response to the sinking of the Republic of Korea’s warship the Cheonan, allegedly by a North Korean submarine. He earned an advanced degree at USC in strategic public relations from Annenberg School of Communications.

In this interview, LTC Daniel King goes on the record online about North Korea’s nuclear capabilities, Google’s defection from China, the use of video by the activists and Israeli Defense Forces Public Affairs detail throughout the recent Gaza Flotilla Raid (or the Gaza Flotilla Attack, depending on your politics) and where US Pacific Command is with respect to social media community relations strategy.

The interview was recorded at US Pacific Command, or PACOM, which is stationed at a high-security facility at Camp HM Smith, situated on Oahu’s higher-ground with a sweeping view over Pearl Harbor. Guests must be accompanies by an escort, are required to remove the battery from their cell phone and must switch of their laptop wireless signal.

SHOW NOTES

00:54 -- An overview of US Pacific Command, which is the US combatant command responsible for a geographic region that comprises 51 percent of the world’s surface, from the West Coast of Los Angeles to the West Coast of India and from the North Pole to the South Pole. The Pacific region is occupied by 36 nations and 3.4 billion people. LTC King characterizes the region as tremendously diverse and dynamic in its people, its economies, its politics and its diplomacy.

01:55 – US Pacific Command’s mission is to work together with US partners and allies to facilitate and improve the security of the Asia-Pacific region to continue the stability that has benefited the region for the last 60 years. Five of the 7 US international treaties apply to the Pacific. Over $1.3 trillion dollars of international commerce moves back and forth throughout the Asia-Pacific region, and all of that is facilitated by the security and stability factors maintained by PACOM and its partners.

03:17 – The biggest challenges facing the US and its interests in the Pacific are humanitarian, natural or military disasters are anything else that compromises “unfettered access to the global commons.”

04:31 – North Korea’s vow to respond to the US and South Korea’s Operation Invincible Spirit (exercises involving 200 sea faring vessels and 200 aircraft) with “powerful nuclear deterrents” and the United Nations Security Council’s reaction to the recent sinking of the Republic of Korea’s Choenan, which resulted in the death of 46 South Korean service members, allegedly by a North Korean submarine and PACOM’s response effort.

07:43 – How LTC King was informed about the explosion aboard the Cheonan, the course of action he and his team took as a result and the role of the mainstream news media during the initial period after the event.

11:05 – Reports of propaganda posters seen inside North Korea depicting a fist smashing an enemy ship in two.

12:04 – Whether or not the US military believes that North Korea has nuclear capabilities.

13:53 – A fake Facebook profile for Admiral Willard, the top ranking military official at US Pacific Command, which recently appeared online and how he and his team dealt with the commander’s spoofed identity.

16:03 -- The Gaza Flotilla incident as a case study of how a relatively small group of activists were able to leverage communications to get information into the public space very quickly, and how flat organizations will always be able to get information out quicker than hierarchical ones.

20:01 -- Accelerating the process of declassifying information and the recent Wikileaks incident involving the inadvertent release of 91,000 classified reports about the war in Afghanistan.

22:51 – The history of social media at the US Dept. of Defense and the role of images and video in military public affairs.

26:24 -- The impact of Google’s decision to pull out of China, and the impact of China’s censorship of the web on his efforts as a communicator.

28:34 – How the Social Media Boot Camp by Eric Schwartzman at NORAD US Northern Command helped LTC King and PACOM communicate more effectively on behalf of the US Armed Forces. US Pacific Command is engaged in Facebook, YouTube, Twitter and Flickr.

31:34 – The challenges associated with integrating social media throughout US Pacific Command.

35:05 -- End

ABOUT THE PODCASTER

@EricSchwartzman provides online communication training, strategy and social media governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His upcoming book "Social Marketing to the Business Customer" about B2B applications of social media communications will be available in stores and online January 18, 2011.

The panelists, including a current White House Press Secretary and three former White House Press Secretaries discuss message development, learning to expect the unexpected and speaking truth to power.

Moderator:

Dan Schnur, Director of the Institute for Politics at USC

Panelists (in order of introduction):

* Camille Johnston, Director of Communications for First Lady Michelle Obama

* Noelia Rodriguez, Press Secretary for First Lady Laura Bush

* Shelia Tate, Press Secretary for First Lady Nancy Reagan

* David Demarest, Press Secretary for President George H.W. Bush

This panel was presented by PRSA LA and PRSA Western District. The Platinum sponsor was Golin Harris, the Gold sponsor was BusinessWire and the Silver Sponsor was VMS. Event sponsors were the Jesse M. Unruh Institute of Politics and MWW Group. And special thanks went to Weber Shandwick and Korn/Ferry International.

The panel was announced by PRSA LA Chapter president Eric Moses. The event, which occurred at the Biltmore Hotel in downtown Los Angeles on July 13, 2010, was produced by Denis Wolcott of The Wolcott Company.

Technical Note: There is a low-level, audible hum in the background. Despite our best efforts, we were unable to eliminate the buzz which was coming through the media bus while the panel was recorded.

SHOW NOTES:

02:30 -- Dan Schnur introduces the panelists, details their backgrounds and sets the stage for the panel discussion.

13:12 -- Proactive versus reactive communication in White House press affairs. Spontaneity is the enemy and the goal of staff is predictability. And what makes news.

17:48 -- How you respond when things don't go on plan as the true test of a White House communicator, says Bush White House Press Secretary David Demarest. A discussion of the military dictum, "No battle plan survives first contact with the enemy." The best laid plans get thrown astray when things happen.

19:02 -- The day president Reagan was shot and an exchange at the hospital afterwards between the president and members of his cabinet that taught Shelia Tate the importance of responding with grace under fire.

23:32 -- Communicating a leader's personality traits authentically under the news media's microscope and the importance of measuring your public relations activities with the true characteristics of the leader.

27:02 -- Helping First Lady Laura Bush build her skills as a public speaker through local market new media interviews.

28:01 -- Advertisement for the Social Media Boot Camp in Los Angeles on Aug. 18-19, 2010. Register at http://www.socialmediabootcamp.com.

30:59 -- Current White House Press Secretary Camille Johnston discusses First Lady Obama's speech to the NAACP, protecting the private lives of the president's daughters, the ground rules with the news media and how the press treated Sarah Palin's children.

36:00 -- Protecting a president Bush's teenage children from the scrutiny of the news media through surrogates and how that has changed in the age of social media.

38:25 -- Putting the president ideas into a proactive message that resonates with the American people. Demarest's Research --> Strategy --> Tactics --> Plan --> Budget methodology.

43:39 -- The benefit of working in The East Wing versus the working in The West Wing, First Lady Michelle Obama's garden at the White House, which serves as a symbol of developing healthy eating habits and the risk of starting garden on The South Lawn. What if it didn't grow? But today, the garden humanizes and symbolizes the values of the Obama administration.

47:28 -- Former White First Press Secretary Shelia Tate discusses First Lady Nancy Reagan's "Just Say No" campaign against recreational drug use, which shined the media spotlight on drug prevention programs.

51:04 -- First Lady Laura Bush's ability to overcome comparison's with her mother-in-law.

54:24 -- The panelists share advice to private sector public relations professionals who are looking to segue over to a career in government communications. But government communications is the work of young, because the White House Press Secretary Salary is much lower than private sector salaries.

01:03:03 -- Questions and Answers

01:14:26 -- End

ABOUT THE PODCASTER

@EricSchwartzman provides online communication training, strategy and social media governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His upcoming book "Social Marketing to the Business Customer" about B2B applications of social media communications will be published by Wiley & Sons in January 2011.

The panelists, including a current White House Press Secretary and three former White House Press Secretaries discuss message development, learning to expect the unexpected and speaking truth to power. Moderator: Dan Schnur, Director of the Institute for Politics at USC Panelists (in order of introduction):

Camille Johnston, Director of Communications for First Lady Michelle Obama

Noelia Rodriguez, Press Secretary for First Lady Laura Bush

Shelia Tate, Press Secretary for First Lady Nancy Reagan

David Demarest, Press Secretary for President George H.W. Bush

This panel was presented by PRSA LA and PRSA Western District.  The Platinum sponsor was Golin Harris, the Gold sponsor was BusinessWire and the Silver Sponsor was VMS.  Event sponsors were the Jesse M. Unruh Institute of Politics and MWW Group.  And special thanks went to Weber Shandwick and Korn/Ferry International. The panel was announced by PRSA LA Chapter president Eric Moses.  The event, which occurred at the Biltmore Hotel in downtown Los Angeles on July 13, 2010, was produced by Denis Wolcott of The Wolcott Company. Technical Note: There is a low-level, audible hum in the background.  Despite our best efforts, we were unable to eliminate the buzz which was coming through the media bus while the panel was recorded. SHOW NOTES:   02:30 -- Dan Schnur introduces the panelists, details their backgrounds and sets the stage for the panel discussion.   13:12 -- Proactive versus reactive communication in White House press affairs. Spontaneity is the enemy and the goal of staff is predictability.  And what makes news.   17:48 -- How you respond when things don't go on plan as the true test of a White House communicator, says Bush White House Press Secretary David Demarest.  A discussion of the military dictum, "No battle plan survives first contact with the enemy."  The best laid plans get thrown astray when things happen.   19:02 -- The day president Reagan was shot and an exchange at the hospital afterwards between the president and members of his cabinet that taught Shelia Tate the importance of responding with grace under fire.   23:32 -- Communicating a leader's personality traits authentically under the news media's microscope and the importance of measuring your public relations activities with the true characteristics of the leader. 27:02 -- Helping First Lady Laura Bush build her skills as a public speaker through local market new media interviews.   28:01 -- Advertisement for the Social Media Boot Camp in Los Angeles on Aug. 18-19, 2010.  Register at https://www.socialmediabootcamp.com.   30:59 -- Current White House Press Secretary Camille Johnston discusses First Lady Obama's speech to the NAACP, protecting the private lives of the president's daughters, the ground rules with the news media and how the press treated Sarah Palin's children.   36:00 -- Protecting a president Bush's teenage children from the scrutiny of the news media through surrogates and how that has changed in the age of social media.   38:25 -- Putting the president ideas into a proactive message that resonates with the American people.  Demarest's Research --> Strategy --> Tactics --> Plan --> Budget methodology.   43:39 -- The benefit of working in The East Wing versus the working in The West Wing, First Lady Michelle Obama's garden at the White House, which serves as a symbol of developing healthy eating habits and the risk of starting garden on The South Lawn.  What if it didn't grow?  But today, the garden humanizes and symbolizes the values of the Obama administration.   47:28 -- Former White First Press Secretary Shelia Tate discusses First Lady Nancy Reagan's "Just Say No" campaign against recreational drug use, which shined the media spotlight on drug prevention programs.   51:04 -- First Lady Laura Bush's ability to overcome comparison's with her mother-in-law.   54:24 -- The panelists share advice to private secto...

In this special episode two former Social Media Boot Camp attendees, Laura Meade Kirk of Amica Insurance and Angela Nebel of Summit PR Strategies, discuss where they were before they took the workshop, what they learned and where they are know.

The next Social Media Boot Camp is Aug. 18-19, 2010 in Los Angeles. It is followed by the Social Media Master Class on Aug. 20, 2010 was is designed as a continuation of the Social Media Boot Camp.

This is the longest-running, top-rated workshop of its kind, and the only recurring course that teaches practical, step-by-step guidance for integrating social media into business communications.

Eric is currently completing a book on B2B applications of social media, so there are plenty of business-to-business uses presented as well.

SHOW NOTES:

01:34 -- Laura Meade Kirk, a former Providence Journal reporter, discusses her transition from the newspaper business to the field of public relations at Amica Insurance.

04:24 -- How Amica Insurance is currently using social media for business communications, including the use of Facebook, Twitter and YouTube.

05:21 -- What makes the Social Media Boot Camp different from other social media training courses, conferences and workshops.

07:37 -- Resources currently focused on social media communications at Amica and the biggest challenges she is currently experiencing with respect to leveraging social media at the company.

11:04 -- History of the Social Media Boot Camp, which was created five years ago for the Ministry of Information at the Government of Singapore, UCLA Extension and the Public Relations Society of America (PRSA). It has also been presented privately for numerous organizations including Johnson & Johnson, Toyota, City National Bank, Environmental Defense Fund, United States Marine Corps, US Dept. of State, NORAD NorthCOMM, US Pacific Command and many, many others. Read past attendees testimonials.

12:26 -- Angela Nebel, principal at Summit PR Strategies in Michigan discusses her professional background and what lead her to attend the Social Media Boot Camp.

14:45 -- The group dynamics of the Social Media Boot Camp and the benefits of networking with other attendees.

15:47 -- Challenges of using social media for clients, demonstrating value and how she's keeping up-to-date.

16:49 -- Importance of establishing social media fluency and how that accelerates the learning curve.

17:30 -- Maintaining ongoing relationships after the boot camp and using one another as resources moving forward.

19:25 -- End

ABOUT THE PODCASTER

@EricSchwartzman provides online communication training, strategy and social media governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His upcoming book "Social Marketing to the Business Customer" about B2B applications of social media communications will be published by Wiley & Sons in January 2011.

In this episode, two former attendees of Digital Marketing Seminars -- Laura Meade Kirk of Amica Insurance and Angela Nebel of Summit PR Strategies -- discuss where they were before they took the workshop, what they learned and where they are now.

I've led hundreds of these workshops all over the world. 

SHOW NOTES:  

01:34 -- Laura Meade Kirk, a former Providence Journal reporter, discusses her transition from the newspaper business to the field of public relations at Amica Insurance.  

04:24 -- How Amica Insurance is currently using social media for business communications, including the use of Facebook, Twitter and YouTube.  

05:21 -- What makes the Social Media Boot Camp different from other social media training courses, conferences and workshops.  

07:37 -- Resources currently focused on social media communications at Amica and the biggest challenges she is currently experiencing with respect to leveraging social media at the company.  

11:04 -- History of the Social Media Boot Camp, which was created five years ago for the Ministry of Information at the Government of Singapore, UCLA Extension and the Public Relations Society of America (PRSA).  It has also been presented privately for numerous organizations including Johnson & Johnson, Toyota, City National Bank, Environmental Defense Fund, United States Marine Corps, US Dept. of State, NORAD NorthCOMM, US Pacific Command and many, many others.  Read past attendees testimonials.  

12:26 -- Angela Nebel, principal at Summit PR Strategies in Michigan discusses her professional background and what lead her to attend the Social Media Boot Camp.  

14:45 -- The group dynamics of the Social Media Boot Camp and the benefits of networking with other attendees.  

15:47 -- Challenges of using social media for clients, demonstrating value and how she's keeping up-to-date.   1

6:49 -- Importance of establishing social media fluency and how that accelerates the learning curve.  

17:30 -- Maintaining ongoing relationships after the boot camp and using one another as resources moving forward.

It's been a hotly debated topic in the PR industry for decades. How do you measure the effectiveness of a PR campaign? Do you look at outputs like press releases and media coverage or outcomes like buyer behavior and attitude? And if you do evaluate outputs, what are the best practices for determining the value of PR? Over the past five years, I've asked that question to Katie Paine, Mark Weiner, Larry Gerbrandt, Michael Lavery, Pete Blackshaw and Rick Klau and got many different answers.

In June 2010, the PR industry got together to try and unify the standards by which the trade measures the value of a public relations initiative. As a result, the widespread practice of using advertising value equivalency to try and determine the value of PR was denounced, and the Barcelona Declaration of Measurement Principles, endorsed by public relations agencies from 33 countries, were released to offer PR practitioners more substantial reasoning for gauging value.

"The value of PR is not equal to the cost of advertising" says David Rockland, partner at Ketchum, who also serves as chair of the Association for the Measurement and Evaluation of Communication (AMEC) and who is the featured guest in this episode of On the Record...Online. According to the Barcelona Declaration of Measurement Principles, if clients insist on incorporating advertising value into their measurement of public relations, that value should not be called the value of the public relations campaign and should be based on wholesale advertising rates and adjusted for quality.

Finally, the principles recognize the use of multipliers as fundamentally flawed in determining the value of PR. Collectively, the public relations industry voted to discard the practice of multiplying a standard retail advertising rate by a multiplier of 2.5 (pass-along rate) as a way of measuring the value of public relations. Instead, the principles says public relations practitioners should analyze the connection between PR placements and business results by measuring audience outcomes like changes in purchase behavior, awareness and attitude.

While the principles put the importance of social media firmly on the measurement landscape by suggesting some of the factors that should be evaluated, they are yet to recommend specifically how to measure for this developing category.

The principles were voted on and declared at a conference organized by the (AMEC) and the Institute for Public Relations with the support of PRSA, The Global Alliance, IPR Measurement Commission and ICCO.

SHOW NOTES:

01:05 --How The Barcelona Declaration of Measurement Principles were created, the first globally accepted and endorsed attempt to standardize the measures of effective public relations campaigns.

02:35 -- For the first time, the global public relation industry rejected using media coverage as a method of determining the value of a PR campaign.

04:17 -- A discussion of the seven measurement principles adopted in Barcelona.

1. Goal setting and measurement are fundamental aspects of any PR programmes.

2. Media measurement requires quantity and quality – cuttings in themselves are not enough.

3. Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity.

4. Social media can and should be measured.

5. Measuring outcomes is preferred to measuring media results.

6. Business results can and should be measured where possible.

7. Transparency and Replicability are paramount to sound measurement.

07:34 -- We the delegates rejected AVEs, and how disposing of them as a measure of PR effectiveness is in the best interest of the public relations industry.

09:17 -- Recommended alternatives to advertising value equivalency for valuing public relations campaigns.

12:01 -- How the Barcelona Declaration of Measurement Principles address social media.

13:37 -- The principle that it should be transparent how measurement results are calculated. Currently, Rockland says, some PR service providers hide behind "black box calculation" and that needs to stop. Calculations should be logical and replicable.

15:26 -- Industry feedback to date has been supportive of the principles, and in some cases, criticizes them for not going far enough, but if you're objective is to declare globally acceptable principles, you've got to start somewhere.

16:01 -- Rather than risk the possibility of the principles not being adopted my majority of the delegates, Rockland chose not to abolish advertising value equivalencies altogether, but rather, establish caveats by which they can be more accurately recognized.

17:23 -- Next steps for adopting and applying these measurement principles.

19:35 -- Why PR practitioners can't afford not to adopt and apply these measurement principles to the public relations efforts.

ABOUT THE PODCASTER

@EricSchwartzman provides online communication training, strategy and social media governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His upcoming book "Social Marketing to the Business Customer" about B2B applications of social media communications will be published by Wiley & Sons in January 2011.

Entertainment public relations is a highly competitive industry. In this interview with entertainment PR powerhouse Stan Rosenfield who represents Robert De Niro, George Clooney, Danny DeVito and many others, you learn what it takes to make it as a personal publicist in the entertainment business and how to snag an entertainment PR internship.

In addition to serving as president of Stan Rosenfield & Associates, a Los Angeles entertainment public relations firm, he teaches Strategies for Representing Talent in Agency Public Relations at UCLA Extension and is a frequent guest lecturer on Entertainment Public Relations at UCLA, USC and Loyola.

02:11 -- Entertainment public relations professionals who represent creative talent need to know these three things to be successful.

04:15 -- "A" list talent belongs on the cover of the magazine. "B" list talent gets featured in articles inside the magazine. If you're an "A" lister and you go inside the magazine, you've done damage to yourself.

04:52 -- How social media has changed the entertainment PR business. Some celebrities have over a million followers.

06:25 -- To keep up with where the entertainment PR Business is headed, you need to keep up with technology.

07:34 -- The importance of understanding mainstream news media and social media.

09:12 -- Entertainment PR Internships, and what it takes to snag one.

11:39 -- Paying your dues by serving as an assistant at an entertainment PR firm and tips for successful interviewing.

13:24 -- The famed Warren Cowan, and what made him such a great entertainment publicist.

17:04 -- Pitching the media for celebrity clients, issues oriented PR and introductions on talk shows.

18:58 -- Entertainment PR internships at Stan Rosenfield and how to be considered.

20:24 -- Where the entertainment PR business is headed.

21:44 -- End

RECOMMENDED EPISODES

* BP Oil Spill Crisis Communications

* Corporate Social Media Policy Development

* Selling Social Media into the Enterprise

ABOUT THE PODCASTER

Eric Schwartzman (http://www.ericschwartzman.com) is a strategic corporate communications, public affairs and public relations consultant who has advised AARP, Boeing, Cirque du Soleil, City National Bank, Edison International, Environmental Defense Fund, Johnson & Johnson, LA Opera, LucasFilm, MGM Grand Casinos & Resorts, NORAD, Pussycat Dolls, Salt Lake Olympics, Toyota, UCLA, US Dept. of State, US Northern Command, US Pacific Command, the United States Marine Corps and other businesses, government agencies and nonprofits.

He has extensive experience helping organizations leverage online communication technologies and platforms through digital strategy, policy development, media audits, pilot programs and social media training. He is a frequenter speaker at professional conferences and the creator of the www.SocialMediaBootCamp.com, the longest running, top-rated social media training seminar. His book "Social Marketing to the Business Customer" with Paul Gillin will be published by Wiley & Sons January 2011.

Entertainment public relations is a highly competitive industry. 

In this interview with entertainment PR powerhouse Stan Rosenfield who represents Robert De Niro, George Clooney, Danny DeVito and many others, you learn what it takes to make it as a personal publicist in the entertainment business and how to snag an entertainment PR internship. 

In addition to serving as president of Stan Rosenfield & Associates, a Los Angeles entertainment public relations firm, he teaches Strategies for Representing Talent in Agency Public Relations at UCLA Extension and is a frequent guest lecturer on Entertainment Public Relations at UCLA, USC and Loyola.

SHOW NOTES:

02:11 -- Entertainment public relations professionals who represent creative talent need to know these three things to be successful.

04:15 -- "A" list talent belongs on the cover of the magazine. "B" list talent gets featured in articles inside the magazine.  If you're an "A" lister and you go inside the magazine, you've done damage to yourself.

04:52 -- How social media has changed the entertainment PR business. Some celebrities have over a million followers. 

06:25 -- To keep up with where the entertainment PR Business is headed, you need to keep up with technology.

07:34 -- The importance of understanding mainstream news media and social media. 09:12 -- Entertainment PR Internships, and what it takes to snag one.

11:39 -- Paying your dues by serving as an assistant at an entertainment PR firm and tips for successful interviewing.

13:24 -- The famed Warren Cowan, and what made him such a great entertainment publicist.

17:04 -- Pitching the media for celebrity clients, issues oriented PR and introductions on talk shows.

18:58 -- Entertainment PR internships at Stan Rosenfield and how to be considered.

20:24 -- Where the entertainment PR business is headed.

21:44 -- End

Photo by Ahmet Yalçınkaya on Unsplash