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What’s in a media story? The Legal Marketing Association’s June luncheon

I am so pleased to be moderating the media panel for the Legal Marketing Association’s June luncheon. Such a great panel of professionals!

What do editors want in a story?
How do I get my lawyers “on the list” as media resources?
Are press releases still relevant?
How do I approach the media with a story idea?
Do blogs and social media play a factor in public relations?

Join LMA Tampa Bay as we answer these questions and more at our June luncheon featuring a panel of media experts, including:

Alexis Muellner, EditorTampa Bay Business Journal
Alexis Muellner has been with American City Business Journals for more than 12 years. He was named editor of the Tampa Bay Business Journal in August 2004 after working in Miami for 14 years. Before the promotion, he was managing editor of the South Florida Business Journal, a post he held four years after serving as Miami bureau chief and an international trade reporter. Alexis is a Boston native. He earned a masters degree in print journalism from the University of Miami, and a BA from Hampshire College. His roots are really in public radio where credits include National Public Radio’s “All Things Considered,” “Weekend Edition,” “Crossroads,” and “Living on Earth.” His print journalism credits include the Miami Herald, Florida Trend, the New York Times, the Miami Daily Business Review, Quill and Street & Smith’s Sports Business Journal. For TV, Muellner hosted the “Business Journal Report” on the WB-39 in Miami for two years; and now, he appears every week on ABC Action News in Tampa and is a regular commentator for Bay News 9.

Scott Finn, News DirectorWUSF Public Broadcasting
Scott Finn is News Director at WUSF Public Broadcasting. Before this, he worked as news director and reporter/producer at West Virginia Public Broadcasting and statehouse reporter for The Charleston Gazette. Scott grew up in rural Iowa and received his master’s degree in journalism from the University of Missouri. He lives in Fish Hawk with his wife, Wendy and two children, Iris and Max.

Paul Abercrombie, PresidentAbercrombie Communications
Paul’s publicity placements have appeared in such media as CNBC, CNN, CBS, San Francisco Chronicle, International Herald-Tribune, Los Angeles Times, Boston Globe, Chicago Tribune, USA Today, Newsweek, The Wall Street Journal, Inc. magazine, The National Law Journal, ABA Journal, Forbes, Fortune, BusinessWeek, Investor’s Business Daily, The Economist, The Washington Post and The New York Times. Paul’s writing work for clients includes feature articles, op-eds, speeches, and TV and radio advertisement scripts. He has co-authored The New Idea Factory, a nonfiction book about finding and financing university-born technologies for commercial uses, and has edited and ghostwritten other business books on behalf of clients.
Moderated by Ginger Reichl, President, Pinstripe Marketing
Ginger Reichl is the president of Pinstripe Marketing, a full-service marketing and communications firm specializing in promoting professional services firms. Her clients have been featured in major daily newspapers, magazines, and local and national television. As the former Advertising & Media Relations Director for Holland & Knight LLP, she managed the firmwide PR efforts during its growth from 450 to 850 attorneys and 18 offices during the late 90s.

If you have questions you would like the panel to discuss, please email us!

Thursday, June 17, 2010

11:30 p.m. to 1:00 p.m.

Tampa Bay Business Journal
4890 W. Kennedy Blvd.
Suite 850
Tampa, FL 33609

Members $20
Guests $40

RSVP to LMA Tampa Bay Chair, Anne Zambrano.

Tampa Bay public relations

And that’s a personal brand.

“A brand should strive to own a word in the minds of the consumer.”  It’s one of the key messages in Al and Laura Ries’ book, 22 Immutable Laws of Branding.  I use this gem in every marketing and branding presentation I give, with national examples (Volvo, FedEx, Nordstrom) and a few locals (Beef O’Brady’s, Beltz & Ruth, Dr. Monticciolo).  The idea of owning a word can be applied to personal branding as well.

Walter Cronkite owns the word trust.

The important part of owning a word is that it has to be true. You can’t just say your product is safe. You can’t just say it will be there overnight. You can’t just say you’re fair and balanced. It has to be true.

Walter Cronkite became an American icon when he took over the CBS Evening News in 1962.  Known for his slow, steady, authoritative delivery and his unerring standards of responsible and ethical journalism, Walter’s voice is associated with the country’s most significant events of two decades. He ended each broadcast with his trademark, “And that’s the way it is,”  except when it followed an opinion.

It is hard to imagine opinion or commentary that isn’t delivered as news.

Uncle Walter died today at the age of 92.  He owns the word trust.  And I don’t think anyone will ever take it from him.

Tampa Bay public relations

RNC Convention

Pinstripe Marketing is a proud partner of the 2012 Republican National Convention. More than 50,000 people are expected to visit Tampa Bay for the RNC and many of them will need event planning, marketing or communications assistance.
Pinstripe’s award-winning team is prepared to provide traditional marketing services, including event planning, advertising, media buying, content development, photography, videography, web design, social media management and public relations. Additionally, the firm has expanded services specifically for the convention to include assistance with setting up virtual or temporary satellite offices, IT services, mail and package delivery, special transportation, private chef and catering services, activity and retreat planning, and other business support services as requested.

“We understand that RNC visitors may need a little help navigating our community and culture,” said Bobbie Shay Lee, senior project manager of Pinstripe’s RNC support division. “We’ve added these business support services to supplement our standard event and marketing services to better serve RNC attendees.”

Additional information about Pinstripe’s Republican National Convention support division and news about the RNC can be found online at


Tampa Bay public relations