Magazine jerry by Bass Public Affairs

Media Musings of Bass Public Affairs

Magaz ne

Jerry

Networking, Matchmaking & Curing Cancer

Not Generally Speaking

Earned Media

June 2013

BPA Launches CAMP

Emotional Branding

A Word Or Two From The Editors What’s in a Name? “What’s in a name?” In planning this publication, we have wrestled with Juliet’s question for some time now. Naming this magazine has delayed its publication for the last four months. As public relations consultants, we actually believe that a rose by any other name is a completely different rose. With that being said, we have chosen Magazine Jerry for our bi-monthly publication about branding, image, public relations and media to pay homage to the man who gives us 50% of our own brand identity, our Daddy Jerry.

What’s in a name? That which we call a rose. By any other name would smell as sweet.

Dee-Dee’s ability to charm the socks off of a snake comes straight from Jerry Bass. Deana’s penchant for classic cinema and sautéing everything is the mark of Jerry.

-Juliet (Bill Shakespeare)

We shopped around a lot of names in the marketplace of ideas. The working titles had some PR baggage like In Other News, Media Mavericks and BPA Talk. The product that we liked most in the marketplace of ideas was one that bore our own baggage. For us, Magazine Jerry is larger than life. It’s a name that you kinda have to grow into. We look forward to taking you along on the journey. Until next time,

Dee-Dee & Deana On The Cover: Top: L-R James Bass and Jerry Bass circa 1979. Bottom Left: Dee-Dee Bass Wilbon & Speak Easy Speaker Anthony Anderson Bottom Right: Buzz Lightyear on a Goodwill shelf in Georgia

CONTENTS 04 06

Emotional Branding 101

Networking, Matchmaking & Curing Cancer

04 06

When It Comes To DIY Marketing, Donâ&#x20AC;&#x2122;t

Tid Bits & Happenings BPA Out & About

04 06

A New Kind of Speakers Bureau

BPA Launches A Coalitions & Messaging Plan for Non-profits and Entrepreneurs

When It Comes To DIY Markteing DON’T

As a small business owner, you must have a do it yourself mentality. Small business owners dig in every day and perform double time when staff is not available or non-existent. Therefore, it makes perfect sense to DIY when it comes to doing what we know how to do. If you are an accounting firm, do your own books. If you are a landscape artist, do your own lawn. It is reasonable that a public relations firm would manage its PR. BUT a PR pro should not do its taxes. Today every college graduate with a MacBook Pro fancies himself a public relations and or media expert. Macs are great, but only in that they make amateurs look like professional amateurs. Quite simply the proof is in the proliferation of small business marketing that is unprofessional at best and customer repelling at worst. Most small business owners skip hiring someone to help with public relations and marketing not because they don’t think they need it, but because they do not think they can afford it. They make this assumption without actually shopping around. But if the goal is to grow the business, amateur PR is not the best route. My first bit of advice as you launch new services and products in 2013 is for you look for professionals to help with your public relations and marketing. And if you don’t realize that PR and marketing are two very different things that’s more proof that you should hire a pro.

Tid Bits & Happenings

Monsters University, Toy Story & Earning Loyalty With Emotional Branding By BPA Partner Deana Bass There has been on again off again buzz about Pixar going into production on Toy Story 4. The latest is that the rumors are just that, rumors. However, it’s bound to happen sooner or later. The Toy Story franchise is pure gold. It’s gold largely because it is based on old-fashioned marketing genius. Toy Story is not the first movie, book, film TV show or consumer product to detail a relationship between a child and his trusted toys. The relationship between Christopher Robin and the Winnie the Pooh Gang is precious. The relationship between Monsters Inc.’s Boo and the creatures that inhabit her closet is also the stuff of marketing gold. It’s amazing that it’s taken a decade to finally get the prequel in the highly anticipated Monsters University. The collateral and paraphernalia for Monsters University is hilarious in its perfection. Visit the website http:// monstersuniversity.com. It is designed like a real college website. You can learn about financial aid and school events. And of course, you can

Woody. I know. I know. Buzz Light Year is a trooper. I mean he’s a fighter, a survivor. Right? But among the dusty and dingy toys Buzz’s spirit seemed broken. I know. I know. It’s a bit nutty that a grown childless woman would react this way to a toy. But I had the lump in my throat nonetheless. I continued my Goodwill hunting, but I couldn’t let go of the image of Buzz. So, I decided to buy him. My mom chuckled at the purchase. What makes this story even more bizarre and I’ll admit slightly pathetic is that when I got back to my home in northern Virginia, I noticed that under Buzz’s foot was written the name “Chris” in a childlike handwriting.

buy school pride kitch like caps, sweatshirts, window clings, tumblers, mugs and backpacks. For me however, Toy Story takes product placement and emotional branding to impressive heights. The character development of the toys in Toy Story is so real that when I saw a discarded Buzz Light Year on the shelf of a Goodwill in my hometown (Columbus, Ga.), my heart sank. I am a 40-year old single woman without children. I do not own a toy. I have not owned a “toy proper” in two and a half decades. When I saw this discarded Buzz, I immediately thought of Andy and

My heart sank again as I imagined Chris devastated over losing one of his prized possessions. I imagined Woody and a gang of toys navigating trains, planes and automobiles to make their way from Columbus, Ga. to Alexandria, Va. Could the gang be fighting unbelievable odds to return Buzz to Chris? I know. I know. This is pure insanity on my part. But it is pure genius from Pixar.

Emotional Branding Hall of Fame

Networking, Matchmaking and Curing Cancer By BPA Partner Dee-Dee Bass Wilbon In the U.S. matchmaking has turned into a profitable industry generating close to two billion dollars in 2012. Amani Council a participant in the Nike Women’s Half Marathon used the model of matchmaking success to help raise funds and awareness for The Leukemia and Lymphoma Society’s Team in Training. Council and a few friends hosted a dating auction called Dudes and Damsels at The 201 Bar in Washington, DC. The auction website http://www. b a s s p u b l i c a ff a i r s . w i x . c o m / dudesanddamsels allowed hopeful suitors to bid on a date with 22 of the region’s most interesting bachelors and bachelorettes. All proceeds from the auction went to help LLS defeat cancer. Each runner on the LLS team commits to raising $1500.

Council’s networking savvy and matchmaking skills garnered close ten thousand dollars. Council, a former business development consultant with Bass Public Affairs understands the importance of collaboration and networking to make any venture successful.

their own communities.

“We are excited to host this event with Amani and rally around such a great cause. Families are being saved and research is being funded through our efforts. If all I have to do is take someone on a date to possibly save a life, I’d go on a few dates for a cause “Cancer is a disease that has so worthy, “ said Tanya Ellis affected most people in some one of the Dudes and Damsels way,” she said. “Because of this, participants. we are all stakeholders and have a reason to work towards finding Ellis’ enthusiasm for doing her a cure.” part is the engine that drives networking success. We at BPA In addition to The 201 Bar, believe it is key to solving most which hosted the live auction problems big or small. Council and provided free appetizers, soared past her fundraising goal Council enlisted the in-kind by building a team of people services of Bass Public Affairs to who had skin in the game. They build the website and assist with type of skin almost didn’t matter. press releases about the event. They wanted to honor family and Most important in the network friends who have battled cancer. are the 22 Dudes and Damsels They wanted to support their who serve as ambassadors in friend Amani. They didn’t want

to be the lowest bid Dude or Damsel in the auction. As we work with small business owners, non-profits and individuals to help them build successful public relations campaigns, the most successful start always begins with tapping into their own network. Most people do not know the power of the very own rolodex. It’s possible that they don’t know the power of their network and are reluctant to reach out to their network because their contacts are not well maintained. Keith Ferrazzi author of Never Eat Alone advises people to ping constantly. He goes on to write that we should master, “The Ins and Outs of reaching out to those in your circle of contacts all the time -- not just when you need something.”

Five SES Facts 1. Born from a Public Relations firm and Entertainment Group. 2. Founding member is a former member of the 80’s R&B group Whistle.

Not So Generally Speaking Essi officae ut aut venis dolestet harci . eak Easy Speakers Bureau provides access to some of the most interesting speakers on the planet. This is not hyperbole. From Political Strategist Donna Brazile inspiring NASA employees at the agency’s annual Martin Luther King, Jr. celebration to Actor and Activists Lamman Rucker inspiring young scholars in rural Georgia, we make real conversations happen.

3. Headquartered in Northern Virginia. 4. Speakers available all over world.

“A good speech should be like a woman’s skirt: long enough to cover the subject and short enough to create interest” ― Winston Churchill

Speak Easy Featured Speakers

DENISE WOODS

ANTHONY ANDERSON

KENO LUCAS, II

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LAMMAN RUCKER

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SANDYE LOMAX

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DENISE WOODS

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Bass Public Affairs

Your Clear Voice in a Crowded Market According to the Pew Charitable Trust, more than three-quarters of American adults own a laptop or desktop computer. Forty-four percent of American adults own a smart phone. Almost 20% of adults over the age of 18 own a tablet. Twenty-three percent of American adults get their news on at least two digital devices. With these numbers growing every day, it is clear that reaching the audience where they live means engaging them online. If you are reading this inaugural issue of Magazine Jerry, there is an 85% chance that you are reading it from a tablet or computer. Bass Public Affairs has developed a Coalitions And Messaging Plan that turbo charges your relationship building with engaging tools to share your message. To learn more about how Bass Public Affairs can help you get ready for PROM call Karen Burns at 703.888.9421.

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