As uncontrolled wildfires rage out of control in Southern California, I am very glad that I live in the “flats” with no canyons around or brush to burn.  And my hearts go out to those who have lost their homes, or are in harms way.

However…if you are issued a mandatory evacuation order, and you refuse to leave your home, you take your life in your hands.  Don’t expect to be rescued when the fire comes to close and threatens you.  It’s so sad that firefighters need to risk (or lose) their own lives for these stupid selfish people.

If you ignore the warnings, you should be on your own.

OK, I haven’t written in this blog in forever…I’m changing directions.  The blog will now be my musings (informed and uninformed) on goings-on in the world.

So, here’s the first one.

John Edwards - WTF.  First the man cheats on his wife.  I won’t even get started on how politicians are such ego-maniacs that they think they can get away with it.  But now, with a wife who is dying of cancer, he is moving his mistress and illegitimate child (who he previously denied fathering) close to his home in North Carolina (or is it South Carolina?). 

Great - take responsibility for your actions.  But, do not add insult to injury.  Your wife deserves better than this.

Does it ever seem to you that everyone is on vacation for the month of August.  This becomes more clear as we send out email pitches and make follow up phone calls and get out of office replies.  So, take note and remember that unless you have breaking news, you are less likely to get coverage in the summertime.  Save those pitches til school is back in session!

The way we get news has really changed since I started doing publicity nearly 20 years ago (yikes).  While the traditional means of getting news - television, newspapers and radio have not gone away, the internet has really revolutionized the industry.  Literally anyone can start their own media outlet.  It’s hard sometimes to tell the difference between websites that are major media outlets (or at least well-read) and those that aren’t.  But, in most cases, I like to embrace all sites.  You never know what site will grow and become important, and they won’t forget that you were gracious when they were small. 

Clients often think that publicity is free.  While there may be a difference between paid media (advertising) and new coverage (publicity), the way to news coverage is not always free.  Unless you represent a person or product that is newworthy in and of itself (rare, and lucky you publicists who represent these companies), publicist often have to create news in order to get coverage, and this might take money.  Events cost money. Eye catching premium items that can be mailed to editors with your press release are not free either.  It’s important that clients know that they may just get what they pay for, and putting in some money up front can lead to great results for them later.

Let publicity be a guide for all areas of your life.  All publicists have likely encountered a pitch that just is not being well received by the press.  The longer I work as a publicist, the more selective I have become in signing clients - I learned early on that it does no good - to me or the client - to take money in exchange for little or no results.  But, every now and again, we take a client, believing that their story is one that people will be interested in - but not everyone (press included) agrees.  All I can say in this circumstance is - don’t get discouraged - and keep trying - hard work does pay off in the end.

I hear from a lot of clients, “We want this publication to write about us, what should we say?” And my answer is almost always, ask specifically for what you want, even if it is unrealistic.  Journalists aren’t mind readers, so the only way they know what your priorities are, is if you tell them.  And sometimes, it will give them direction for their story.  You never know until you ask!