Lorrie Walker Communications

Lakeland Public Relations Firm Advises Businesses To Claim Their Google Local Listing

2009-09-09T07:31:14Z

As a public relations professional who dearly loves the Internet and all of the public relations opportunities it creates for businesses, I like to think that I’m fairly up-to-date on the latest tricks of the trade.

But a couple of months ago while talking to my friend Kevin over at Blue Lynx Marketing, he asked me why I hadn’t claimed my Google local listing yet.

Yeah, sometimes we overlook the obvious in search of the obscure. I had neglected to secure some prime real estate on search engine results. Kevin wrote a blog post about claiming your Google local listing, and I recommend that you give it a look. He outlines the simple process in a step-by-step manner.

I followed those steps and within hours of completing the process, my business began appearing in the local listings when I typed in Lakeland public relations.

If you haven’t done so yet, you should claim your business’s Google local listing because if you don’t, someone else could. Although it isn’t likely, it is possible, so why take the chance?

Lakeland Public Relations Firm Helps Lakeland Salon Promote Hair for Hope Event

2009-09-28T14:31:43Z

Lorrie Walker Communications, Inc. has joined forces with Michael Rose Hair Designs to promote the Lakeland hair salon’s upcoming event: Hair for Hope- a “hairoic” cut-a-thon to benefit women battling cancer.

“I love to promote causes I believe in,” said Lorrie Delk Walker, whose company provides public relations services in Tampa and Lakeland. “This is a cause I support and will even participate in.”

Hair for Hope is Thursday, Nov. 5, 5:30-7:30 p.m. at 3139 S. Florida Ave. in Scottsdale Plaza across from Dunkin’ Donuts.

Hair cuts will be free for those who participate, and they will get coupons for $5 off their next hair cut at Michael Rose Hair Designs.

Lorrie Walker Communications hopes to recruit 50 people to cut their hair during the event. If you wish to participate, please call (863) 614-0555 or e-mail: lorrie@lorriewalker.com.

Note: this post will be updated in the coming days to include links to Web sites containing more detailed information.

Lakeland Press Release Writer Asks: Has The Internet Killed The Brochure?

2009-09-27T21:00:01Z

A friend recently asked me to edit a sales letter she planned to include with a brochure and mail to a gazillion businesses locally.

My first thought was, “Yikes! She’s sending a brochure?!” I mean, this Lakeland press release writer has written her fair share of brochure copy. I list it as a service on my site, even. But it’s been a day or two since a client has called and asked for that service.

Web copy? That’s another story. I just assumed that the times, they were achangin’, and public relations and marketing people were mouthing “he’s so 2000-late” behind the backs of clients requesting brochures.

What are others saying about the topic? Earlier this year, Mediasauce proclaimed the death of the brochure. But Matt Gonzales was quick to step in and say: not so fast.

Both sides have valid points. When you print a brochure, you run the risk of the information becoming dated. And what happens when the information is old and you still have 500 brochures left? Hello recycling bin.

The Internet, on the other hand, is instant. See a typo? Fix it. Need to change a name? Done. Business moved to a new location? You can update that in a flash. Discontinuing a service? Delete it.

I’ve mentioned before that the entire world seems to be on the Internet these days, and Generation Y and the Millennials barely know what a phone book is anymore. They search for everything online. So it makes sense to have a Web site and to post information perhaps once reserved for a brochure on that site.

But can the brochure really be dead? Matt Gonzales mentions a scenario in his defense of brochures, and I encourage you to read it.

I agree that there still are isolated instances in which a brochure is handy. I still grab the occasional brochure, particularly if I happen upon a booth at a community event and fear that I will forget the business name by the time I get home and want to look it up online.

So when I ask myself if the Internet has killed the brochure, I say: not yet. I firmly believe they still have a place in a company’s overall public relations campaign. But it’s important to consider these items when determining whether to design a brochure, or just simply add the info to your Web site:

- Consider your audience. It is possible that for some companies, their clientele are in an age demographic where brochures are a preferred method for information gathering.

- Timeliness of information. Information that is likely to change frequently probably isn’t best suited for a brochure.

- Budget constraints. Updating a Web site can be cheaper than updating printed materials on a regular basis.

If you feel as though you need to have something to give to potential clients, give them your business card- and make sure your Web site is listed on it. Now they have something to remember you by, and you have an opportunity to present far more information to them in the long run than you would have with a brochure.

Kanye West Disses Taylor Swift At VMA’s

2009-09-27T21:02:25Z

Perhaps we should call it the dis heard ’round the world- Taylor Swift wins her first ever Video Music Award on MTV Sunday night and Kanye West takes her microphone to inform viewers that Beyonce Knowles “had one of the best videos of all time.”

Some people need a keeper. Kanye West might be one of them. There’s a worn-out saying in public relations that there is no such thing as bad publicity. I disagree.

West was the picture of what lack of class looks like Sunday night. Feel free to judge for yourself.

And if he was the picture of complete lack of class, Beyonce Knowles was class embodied later in the evening when she won the VMA for music video of the year. She recalled winning her first VMA and asked Swift to come back onstage and have her moment.

I think this marks a great teaching moment in public relations. For West, I think it’s a good lesson in keeping your mouth shut. Had he held his tongue, he would have saved face once he learned that Knowles got what he obviously thought she was due.

His outburst backfired on him in a serious way. He has been vilified since the incident, even though he issued an apology via his blog.

Which brings me to another point: as great as social media is; as instantly as you can post an apology or response; you can never, ever unscramble an egg. His behavior can’t be easily undone with an apology, even though it would have been insane had he not issued one.

Let’s hope this is a lesson to West, and to us all. Think before you act. Do not act in a heightened emotional state. The words that come out of your mouth at those times often will be the very words you wish you could take back.

Here’s an interesting post by another PR professional that I encourage you to read: The Buzz!

I don’t agree with his take on what West’s publicist should have said, but I think his post adds to this discussion.

Want To Be An Expert In Your Field? Take “HEED,” Says Public Relations Firm In Tampa and Lakeland

2009-09-04T19:54:53Z

By: Anita Whitaker

When it comes to public relations, a good way for small businesses to garner publicity is to become known as experts in their fields.

That might be a difficult notion for some to buy into. After all, most of us were raised not be braggarts and to keep our self-confidence in check.

“Those in search of publicity have to get over those hang-ups,” said Lorrie Delk Walker, president of Lorrie Walker Communications, Inc., a public relations firm in Tampa and Lakeland.

For professionals to establish themselves as experts in their fields, they have to do a bit of self-promotion, and there are ways to look good without coming on too strong or making the wrong impression with potential clients, said Walker, an article and press release writer.

Walker shared these tips on how small business professionals can “take HEED,” when seeking to attain expert status by: Hiring a Professional, Education, Experience and Developing an effective Web site.

Hire A Professional
Getting your name “out there” as an expert may seem like a daunting task, and when in doubt, Walker recommends hiring a public relations firm to do the job right the first time.

“I’m a big believer in focusing your efforts on your own talents and hiring a professional with talent in the areas where you lack,” Walker said.

PR pros can offer a plan for assisting small business professionals in establishing themselves as experts in their fields. Some steps that Walker recommends include:

– Create a newsletter to send to interested readers.

– Add a blog to the company’s Web site and update it frequently with useful information.

– Join community and professional groups for networking purposes.

– Get involved in social media, such as Twitter, Facebook and LinkedIn.

Education
Educate yourself. Although a degree isn’t always necessary to be an expert, many people associate education with knowledge and expertise, Walker said. So a framed diploma on the wall may impress some. But there’s a lot to be said for education that happens outside the classroom.

“To become an expert in your field, you must make it your mission to absorb as much information as you can in your area,” Walker said. “Read books, publications, findings and Web sites dedicated to your field.”

Communicating with others in the same field also is helpful, because it enables professionals to learn of other viewpoints and become well-rounded on topics.

Experience
Some things take time, and you can’t become an expert in a field in which you lack experience, Walker said.

Look for opportunities to take on additional projects and gain experience in different niches within your field.

Develop an Effective Web Site
Having a Web site with helpful information allows small business professionals to share their expertise with visitors. Frequently updating and adding new information gives those visitors something to return to, Walker said.

“You never know when a journalist researching a topic may happen upon your site,” she said. “Once they find useful information, they are likely to call you for comments for their articles and to remember you the next time they write about a topic in your field.”

Learn More
If you would like additional information on how a PR professional can assist in establishing you as an expert in your field, visit www.lorriewalker.com for more information, or call (863) 614-0555.

Public Relations Firm in Tampa Discusses How Businesses Can Use Social Media Properly

2009-08-25T07:54:23Z

As social media continues to gain popularity among people looking to reconnect with high school friends, military buddies or previous co-workers, more businesses are eying those outlets for marketing opportunities.

That means that people increasingly are as likely to become Facebook fans with their local car dealership or favorite restaurant as they are to catch up with their 10th grade English teacher or high school girlfriend.

A lot of people ask the question, “Why?” when they hear all the buzz about social media, said Lorrie Delk Walker, president of Lorrie Walker Communications, Inc., a public relations firm in Tampa and Lakeland. That question is easy to answer when reading studies of how Generation Y communicates.

David Fallarme recently wrote on The Marketing Student blog that while Baby Boomers communicated via written letters, telephone calls or face-to-face meetings, Generation Y uses myriad social media outlets, including Facebook wall posts, private messages, instant messages and texts.

“If Generation Y isn’t already part of your client base, they soon will be,” Walker said. “So businesses need to communicate on their level.”

That means learning to use these outlets appropriately is paramount. For all the creative ways there are for businesses to use social media to their advantage, there are just as many ways to use it incorrectly.

“If not done right, social media can hurt you more than help you,” Walker said. “For example, if a restaurant sends out 14 tweets in a day and not one of them has anything to do with the restaurant, that’s not beneficial.”

Walker recalls a Lakeland barbecue restaurant that posted tweets about getting to work late, what a busy day they had ahead of them and what the weather conditions were.

“That provides nothing of value to a potential customer,” she said. “Tell me that you offer catering, or that you have pulled pork as today’s special, and that gives me a reason not only to follow you, but to actually give you my business.”

On the other hand, too much good information can have the same effect as useless info, Walker said. Businesses should not overload people.

“I think people are willing to become fans of businesses on Facebook or watch their YouTube videos if they aren’t nagged about it every 5 minutes,” she said. “If I’m going to follow a used car dealership on Twitter, I don’t want them sending me information about a new car on their lot or the latest service special 30 times a day.”

Businesses looking to jump on the social media bandwagon might consider consulting with a marketing or public relations company that understands how social media works for some guidance.

“It’s better to get it right the first time and build a following that sticks with you, rather than go through trial and error, anger people, and constantly lose followers,” Walker said. “Those people who quit following you aren’t going around talking you up in a good way to their friends.”

With that said, marketing businesses that cater to specific niches are popping up everywhere to assist industries in using social media effectively.

Auto Dealerships
Showroom Logic helps car dealerships market themselves on the Internet, specifically through Facebook and Twitter, said Mike Annable, Showroom Logic’s co-founder. Dealerships want sales leads, and these outlets provide a way to communicate with people who are in the market for a vehicle.

“Social media enables people to find products and services without feeling as though they have to deal with a pushy salesperson first,” Annable said.

If a person in Tampa wants to buy a used car, they can search for a dealership on Facebook and become a fan, or find a dealer on Twitter to follow. Dealers who work with Showroom Logic have mechanisms in place to automatically update their Facebook and Twitter accounts each time they get a new vehicle on the lot.

“If the person sees something they like, Twitter and Facebook gives them an outlet to communicate with the dealer,” said Dave Ingold, IT/marketing manager at Park Auto Mall in Pinellas Park who uses Showroom Logic’s services. “If not, they simply keep looking without feeling pressured by a salesperson.”

Showroom Logic enables dealers to spread out their posts. If a dealer gets 10 new cars on the lot and wants information posted on all of them, it will be done automatically over the course of hours, not minutes, Annable said.

Real Estate
Real estate agents are another group always in search of marketing outlets, and Snap Tours in Lakeland has created a way for agents to market themselves and their listings on 39 social networking sites.

Snap Tours offers a complete marketing package for agents to create virtual tours, branded e-mails and brochures. With just one click, Snap Tours converts photos, information and the agent’s personal brand into video, said Michael G. Barrett, the company’s creative director.

Gate Arty, a Lakeland Realtor, said the Snap Tours technology is “vastly superior” to other virtual tour Web sites.

“It’s just a better quality product overall,” Arty said. “I like the multi-functional aspects of it.”

Restaurants

Social media outlets also are an obvious marketing tool for restaurants, Walker said.

Lakeland residents who follow Black & Brew Coffee House and Bistro learn of summer specials, weekend live music and new menu items via Twitter.

Subs ‘n Such in Lakeland offers specials to followers who mention Twitter when they eat at the restaurant.

“Yesterday, I saw where they offered a 12-inch sub at the 8-inch price if you told them you saw the offer on Twitter,” Walker said. “That’s a great way to advertise your business, and to measure the success of advertising via a particular social media outlet.”

Learn More
If you are in need of Lakeland or Tampa public relations services and social media advice, please visit www.lorriewalker.com for more information, or call (863) 614-0555.

© 2009 Lorrie Walker Communications, Inc. Authorization to post is granted, with the stipulation that Sinai Marketing is credited as sole source. Linking to other sites from this article is strictly prohibited, with the exception of herein imbedded links.

Lakeland Press Release Writer Says Writing A Release Is A “SNAP”

2009-07-23T15:22:14Z

By: LaNita Thomas

Writing a press release is easy if you know what you’re doing.

While typically short and to-the-point, a well-written press release can lead to a feature story in a publication, which means free publicity, said Lorrie Delk Walker, president of Lorrie Walker Communications, Inc., a Lakeland public relations firm that specializes in quality editing and writing services s and provides individualized public relations campaigns for small businesses.

Keeping this idea in mind, Walker, a press release writer, has four tips to writing a publishable press release that can be remembered with this acronym: SNAP.

When writing a press release, keep it Short, Newsworthy, written according to the AP Stylebook, and to the Point.

“A press release is not an article,” Walker said. “It’s simply meant to offer enough information that may entice a reporter to write an article on the topic.”

Rather than telling a story, a press release offers the facts quickly and efficiently. Walker suggests including only the most important information, which should answer the “Five W’s” – who, what, when, where and why/how.

As a rule, Walker tries to hold press releases to one page, but that isn’t always possible, she said.

“You can’t be so stingy with your words that you forget to include the basics,” Walker said. “It is important for a reader to understand the facts if you want them to spread the story. On the other hand, they don’t want to read a book on the subject, either.”

Often, the answers to the “Why?” and “How?” contain the information that will prompt a publication to cover the news or event in the press release, so it’s important to address those questions, Walker said.

Before working on a press release, consider if the news is truly newsworthy. Does the general public care about the announcement? Will they benefit from it? Walker also suggests researching to see if similar news items have appeared in past publications. This is a pretty good indicator as to whether the press release should be considered newsworthy.

It is important to write press releases according to the Associated Press Stylebook, which is widely used by publications.

“Let’s face it- the newspaper industry continues to lay off reporters,” Walker said. “Fewer reporters are doing more of the work and if you want to stand a chance at having your news item considered for publication, it’s a good idea to write it according to AP Style.”

If a press release doesn’t rise to the level of sending a reporter to cover the story, that doesn’t mean it isn’t newsworthy. Sometimes publications will publish a brief that notifies the public of the news or event.

“When the release is written according to AP Style, that means a reporter or editor has to spend less time cleaning up your writing and can just forward it for publication if space allows,” she said.

Lastly, get to the point. The main difference between an article and a press release is the sharing of a detailed story compared to specific facts, said Walker. A press release is designed to be the foundation of a good article, but not the article itself.

If a writer has difficulty adding enough information to the press release, it is possible that the situation is not yet newsworthy, she said.

Still worried about writing a press release? Hire a professional to do it for you, Walker said. A professional press release writer can help determine whether the topic is newsworthy and can write it in a fashion that is sure to be noticed by editors and reporters.

PR Professionals Know It’s Important To Prepare For A Crisis

2009-07-08T19:22:10Z

BY: LANITA THOMAS

While organizations are typically prepared for an anticipated crisis, public relations professionals understand that organizations also need to prepare for the unexpected crisis.

“It is not a question of if a crisis will occur, but when,” said Julie Fix, a University of Houston assistant professor at the Jack J. Valenti School of Communication. As the former president of the Texas Public Relations Association, Fix is a 25-year veteran of the PR industry and specializes in crisis communications and PR campaigns.

According to Fix, a crisis can be defined as any interruption of normal business activities that affects the consumer. She places every crisis into one of three categories: an act of nature, an intentional act of violence or an unintentional crisis.

While the basic approach to any crisis will have similarities, it is important that businesses plan for the potential crises that could occur in their specific industries, said Lorrie Delk Walker, president of Lorrie Walker Communications, Inc., a Lakeland public relations firm.

“A university may be faced with a school shooting, while a grocery store’s crisis might be contaminated food,” Walker said.

Public relations’ role of maintaining the relationship between an organization and its constituents makes it an integral part of crisis communications, according to Kevin Lachlan, director of communication studies at the University of Massachusetts in Boston. He has spent the past five years studying audience responses of crisis communications. According to Lachlan, preparing a crisis plan beforehand helps to better maintain relationships with consumers.

Before preparing a plan, Fix recommends seeking outside council. Professional crisis management companies are better inclined to find the weak links in an organization that could lead to a crisis.

“If your company influences the general public, you need a plan,” said Jason Maloni, vice president of Levick Strategic Communications. “We go over company concerns and the strategies of a plan.”

To create a plan, an organization must first identify the different groups potentially affected by a crisis and then identify the best way to get the information to them, said Lachlan. He recommends studying consumer demographics and the best way to communicate with those demographics.
Maloni suggests designating a spokesperson to make a public statement about the situation. A holding statement must be made to the general public within the hour, he said.

In her classes, Fix teaches her students to write holding statements that address the “Four C’s”: concern, competency, compassion and credibility. If the situation is at the obvious fault of the organization, Fix teaches her students to express the “Three R’s”: responsibility, remorse and remediation; an action that may not be supported by the organization’s legal council, but one that will keep the trust of the consumer.

Organizations should remember that outlets such as their Web site, text messages, Twitter and Facebook are viable options in communicating in a crisis, Fix said.

“If you don’t say something quickly,” said Fix, “there are so many others who will.”

Once a plan is created, a good organization practices the plan once or twice a year with different scenarios, said Fix. Drilling the plan prepares employees to act quickly without confusion.

After a crisis has been dealt with, Maloni reminds his clients to keep in communication with the consumer through polls or surveys. By polling consumers, an organization discovers if there are any problems with the crisis plan or if the consumer has a problem with the organization.

“It’s all about bulletproofing your brand,” said Maloni.

Agency Providing Public Relations Services in Tampa Celebrates Anniversary

2009-05-08T08:23:46Z

TAMPA AND LAKELAND, FL—(TUESDAY, MAY 5, 2009) Lorrie Walker Communications, Inc. a public relations firm that offers public relations services in Tampa, celebrates its second anniversary this month.

March 5 marks two years since Lorrie Walker, president and a Tampa article writer, began her business, which offers PR and writing services that include press release and article writing, writing for search engine optimization purposes, newsletters and media campaigns.

“Small business owners frequently hear about that two-year milestone, and how many businesses never make it to that point,” said the Tampa press release writer. “I’m grateful to have made it this far and, even in this tough economy, I see opportunities for growth.”

One way Walker is celebrating the PR agency’s success is by creating an internship in her office. It is open to college students who are juniors and seniors majoring in journalism, public relations or marketing.

Walker sees it as a way of giving back to the profession by providing an avenue for a student to see how what they’ve learned to date is applied in the field.

“I’ve always enjoyed the mentoring process,” she said. “I look forward to giving someone an opportunity to apply what they’ve learned, and I also would like to learn a bit about what is being taught regarding social media in journalism and public relations.”

Walker is a proponent of social media’s many uses in the PR field.
A champion of local environmental efforts, Walker also celebrated the anniversary milestone this year by going green in her office. She replaced old carpeting with carpet made from recycled plastic drink bottles. Not only is the carpet made from recycled content, it also is recyclable, should it need replacement in the future.

Walker also repainted her office walls with no-VOC paint. Volatile Organic Compounds create strong chemical odors and tend to be more concentrated in buildings than outside.
Walker also plans to incorporate more plants into her office décor this month.

“I’ve done what I could to keep the air clean by repainting with low-VOC paint, but I’ve been reading up on how beneficial plants can be to office air quality, so I’m going to add some plants, too,” she said. “I believe that creating a comfortable environment is more conducive to work. I want to be as productive as possible, so I’m willing to try even the little things that will make my office a more pleasant environment.”
Energy-efficient lighting replaced incandescent light bulbs last year in Walker’s office.

Learn More
If you would like to learn more about writing services in Tampa provided by Lorrie Walker Communications, Inc. or you would like more information on the internship opportunity that is available, please visit the agency’s Web site: www.lorriewalker.com or call (863) 614-0555.

About Lorrie Walker Communications, Inc.
Lorrie Walker Communications, Inc. is a public relations agency based in Lakeland, FL that provides services throughout the central Florida area. We offer quality writing and editing services and provides customized public relations packages for small businesses.

Our clients turn to us to cut through the clutter of “fluff” writing and jargon to write compelling copy that accurately conveys their message. They rely on us to provide creative avenues for getting their message out to their market demographic in a fashion that sets them apart from their competition.

We specialize in bringing attention to your business by helping you get your name out there and keeping it in front of the minds of consumers.

If you don’t see your specific needs listed in our services section, talk to us. We may be able to accommodate you. If you request a service we don’t provide, we are happy to recommend a professional who does.
-end-

© 2009 Sinai Internet SEO Marketing and Lorrie Walker. Authorization to post is granted, with the stipulation that Sinai Marketing is credited as sole source. Linking to other sites from this article is strictly prohibited, with the exception of herein imbedded links.

Lakeland Public Relations Agency Seeks Summer Intern

2009-04-28T21:07:18Z

Lorrie Walker Communications, Inc. has a paid internship available for a college student majoring in journalism or public relations.

Intern Responsibilities:
Research and write basic news releases and articles for search engine optimization purposes. Work on media campaigns as opportunities become available.

Intern Qualifications:
Candidate should have strong interviewing and writing skills and must know how to use the Associated Press Stylebook. Candidate must be able to work on deadline and must have the discipline to work alone and as part of a team.

Other Information:
Part-time; flexible hours. This is primarily a telecommuting position that requires weekly meetings with supervisor. This is a paid internship.

How to Apply:
Applicants should e-mail a resume and three writing samples of articles and press releases to:

Lorrie Delk Walker, president. E-mail: lorrie@lorriewalker.com, Phone 863-614-0555.

Deadline to apply for summer internship is May 8.

Lakeland Public Relations Firm Goes Green

2009-04-22T13:35:25Z

Lorrie Walker Communications, Inc. recently learned just how easy it is to be green in this day and age.

The Lakeland public relations firm underwent some improvements earlier this month in an effort to be more Earth-friendly and environmentally sensitive in honor of Earth Day, which is today.

The first step was replacing old, worn-out carpeting with new carpeting made from recycled plastic water bottles.

“I had heard about carpeting made from recycled content and I knew I wanted that for my home and office,” said Lorrie Delk Walker, president of the PR agency. “I wound up with carpeting that not only is made from recycled content; it also is recyclable, should I ever need to replace it again.”

Walker purchased the carpeting from Galloway’s Flooring Warehouse on Edgewood Avenue.

“Mike and the rest of the staff there were great, and I couldn’t be happier with the finished product,” Walker said.

Walker also repainted her office walls using no-VOC paint. Volatile organic compounds in paint are what make the air smell bad after painting.

New, energy-efficient light bulbs were installed for Earth Day last year and they haven’t had to be replaced yet, she said.

Walker is an avid recycler and always looks for ways in which to reduce waste, she said. Printing documents is kept to a minimum when possible and often, scrap paper is used to print documents that are maintained in the office.

All drink cans and bottles, newsprint, cardboard, fiberboard, plastic, steel and tin are recycled weekly.

Invoices and other correspondence are sent via e-mail whenever possible, in an effort to reduce the amount of fossil fuels used in the traditional mail delivery system.

Although she couldn’t complete the project in time for Earth Day, Walker is working on one other Earth-friendly element for her office- a desk made entirely from reclaimed materials.

“I’m working with Tom Monaco to make that dream a reality,” Walker said.

Monaco, who owns The Fourth Wall Specialty Design and Fabrication, Inc. is working on the desk design and will offer suggestions on the types of reclaimed materials he can use for the project.

“Once that is fleshed out, we can begin the process of searching for the materials to make the desk,” Walker said. “I plan to hit yard sales, thrift stores and maybe even scrap yards to find the materials.”

Walker said she looks forward to having a piece of functional art that will be a conversation piece and may encourage others to find alternative uses for items that otherwise would wind up in the trash.

“It’s easy to talk about being green, but people need to see your actions, too,” she said. “That’s what I’m trying to do- talk the talk and walk the walk.”

Social Media Provides Great Opportunities for Public Relations in Tampa

2009-04-13T08:01:13Z

Friday, April 10, 2009 – TAMPA AND LAKELAND, FLORIDA – For years, the Internet has been changing the way businesses promote themselves and the way professionals address public relations in Tampa and throughout the country.

Lorrie Walker Communications, Inc., a public relations agency that offers writing services in Tampa, as well as Lakeland and other Central Florida cities, has witnessed the shift from standard article writing to writing according to search engine optimization standards in an effort to help businesses attract new traffic to their Web sites.

In addition to SEO writing, public relations professionals also must be well-versed on how to use the ever-evolving world of social media to assist clients in their public relations campaigns, said Lorrie Walker, president of Lorrie Walker Communications, Inc. and a Tampa press release writer.
“I am a firm believer that the future of marketing and public relations efforts is solidly entrenched in the wise use of the Internet,” Walker said. “Everyone turns to the Internet these days when they are looking for a product or service, so a good public relations campaign must include the use of techniques that give clients’ Web sites a prominent presence on the Internet and in organic search results.”

According to a Nielsen study released in January, as well as research from Webvisible that was reported by Marketing Charts, 63 percent of small business owners and consumers use the Internet when seeking information about local companies. Of those Internet users, 82 percent use search engines for that research.

It makes sense for companies to do what they can to ensure that when people use keywords to search for the types of products and services they provide, that these companies’ Web sites appear prominently on search results, Walker said.

There is a wide array of public relations techniques used to assist companies in promoting themselves and spreading the word about their services, products, accomplishments and other newsworthy events, she said, “but no matter what we do today, we always come back to the Internet at some point. There is not a public relations campaign we have conducted since the company began in which the Internet did not play some sort of role.”
The Internet even is changing the way public relations professionals communicate with journalists and bloggers when it comes to pitching article ideas and other promotional ideas for clients, Walker said.

During a recent seminar sponsored by The Dick Pope/Polk County chapter of the Florida Public Relations Association, Jan Luongo, president of Tampa-based Alliance Communications, shared some interesting information on social media, Walker said. Luongo said that 99 percent of journalists are going online for research, information and story leads.
“The days of mailing or faxing press releases are all but over,” Walker said. “These days, if you don’t e-mail releases to journalists or send them a link via Twitter (www.twitter.com), chances are journalists aren’t reading them.”

New PR Opportunities
Social media also is creating new outlets for public relations professionals to use when conducting PR campaigns for clients, Walker said.
Wikipedia defines social media as content created by people using various Internet publishing technologies.

Those technologies include blogs, Twitter and social networking sites including Facebook, MySpace and LinkedIn, to name a few.
During the FPRA’s New Media Communication Tools seminar in March, Luongo shared the following information about users on several social media Web sites:
• Facebook-150 million users in 180 countries
• MySpace- 110 million users
• Reunion.com- 50 million users
• LinkedIn- 35 million users in 170 industries
• Twitter- 12 million users

Luongo said social media uses for public relations include customer service, building brand awareness, promotions, breaking news, file sharing and trending, to name a few examples.

“With all of these social media and social networking opportunities at our fingertips today, it makes it more worthwhile than ever to incorporate public relations into a company’s overall marketing strategy,” Walker said. “These outlets provide countless opportunities to assist businesses in getting their message out to their core audiences.”

Learn More
If you would like to learn more about the public relations services provided by Lorrie Walker Communications, Inc., please visit their Web site: www.lorriewalker.com or call (863) 614-0555.

About Lorrie Walker Communications, Inc.
Lorrie Walker Communications, Inc. is a public relations agency based in Lakeland, FL that provides services throughout Tampa and the central Florida area. We offer quality writing and editing services and provide customized public relations packages for small businesses.

We specialize in bringing attention to your business by helping you get your name out there and keeping it in front of the minds of consumers.

© 2009 Sinai Internet SEO Marketing and Lorrie Walker Communications, Inc. Authorization to post is granted, with the stipulation that Sinai Marketing is credited as sole source. Linking to other sites from this article is strictly prohibited, with the exception of herein imbedded links.
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Can you say, “Editor?”

2009-04-01T17:33:04Z

Call it an occupational hazard that goes with the territory when you are a writer and a public relations professional, but I saw this truck the other day and couldn’t resist snapping a photo of it. I felt like taking a red pen to this back window!

Actually, this truck and its poorly written message provides a great opportunity to discuss the importance of proofreading and editing.

The written word often serves as a business’s first impression to potential customers and clients. Think about it: if you produce marketing brochures or have a Web site that you use to attract business, you need to make sure these items are well-written, well-designed and error-free. Content full of misspellings, grammatical errors and omissions doesn’t build confidence in the minds of consumers as to your professionalism.

When you write content, whether it’s a marketing letter, a promotional brochure, Web site content, a newsletter or even a blog post such as this, read over your writing. Have someone else read over it. It’s important to catch those mistakes before they are seen by your potential customers.

Not everyone was born to be a writer or an editor. So if your talents aren’t in these areas, hire a professional to proofread and edit your work before it is finalized. It is a small price to pay for peace of mind in knowing that your printed materials will make a great first impression among your target audience.

How do you know if you need an editor? Well, let’s go back to the photo above for a little test. There are three errors in this saying on the back window. If you can’t find them, perhaps you should seek the services of an editor the next time you have a written piece that you plan to share with new and existing clients.

Lorrie Walker Communications, Inc. offers editing and proofreading services. Visit our Editing page on our Web site or call us today for more information: (863) 614-0555.

Tampa Public Relations Firm Weighs In On Plagiarism

2009-03-25T11:44:05Z

It seems so basic- write your own words. Do your own research. Conduct your own interviews. And yet, every so often we learn of another journalist caught plagiarizing another’s work. This is the case recently at Ocala Magazine. You can read about it here.

Here are some basic tips to keep in mind to avoid plagiarism:
- Cite your sources. It’s ok if you find good information that you want to use in an article, but you MUST give credit where credit is due.

- Use direct quotations, but remember that you also must cite your sources when you paraphrase someone’s remarks.

- Whenever possible, gather the information for your article by conducting your own interviews in person or by phone. It’s impossible to plagiarize someone else’s work when you draw from your own sources.

When hiring writers to write articles for you, choose those with proven track records of writing good, strong copy. It is perfectly acceptable to ask a writer for the names and phone numbers of the sources they used when writing the article you hired them for. Don’t be afraid to follow up with those sources. It is better to be overly cautious than to assume everything is on the up and up.

Learning that a reporter has plagiarized his/her work leaves a bad mark not only on that writer, but on the publication that published the work. Ocala Magazine is in that unfortunate position today. They are having to do damage control and the next several months will be spent trying to restore their reputation.

New Web Site Launched For Public Relations Firm in Tampa, FL

2009-04-03T06:01:10Z

Thursday, March 12, 2009 – LAKELAND, FLORIDA – Lorrie Walker Communications, Inc., a public relations firm in Tampa, FL, has launched its newly redesigned Web site.

In addition to providing information on the services offered by the public relations agency in Tampa, the new Web site, which launched March 1, features a blog that will provide information on various public relations and journalism topics, as well as updates on the company’s accomplishments.

“As we approach our second anniversary, I felt it was time to do a slight redesign to make our blog dominant on the site,” said President Lorrie Delk Walker. “Our blog is where we will share industry information and keep potential and current clients apprised of what we’re doing.”
Chuck Welch, a Lakeland-based blogging and Web design expert, spearheaded the redesign, which includes a Twitter feed and the ability to subscribe to the blog through an RSS feed or via email.

“In a sense, it seems early to embark on a redesign when the company is just approaching two years in business,” Walker said. “But what started out as a freelance writing business for me has quickly grown into a boutique public relations firm that assists small businesses in promoting themselves.”
For that reason, Walker felt it was time to create a site that more accurately reflected the services offered by the PR firm, she said.

Over the course of the next several months, small businesses will find helpful information on promoting their businesses and insight into other successful small business public relations campaigns.

Lorrie Walker Communications, Inc. provides Tampa editing and writing services to companies in need of articles, press releases, newsletters, brochures and Web content. The company’s writers have a wide range of experience writing for weekly and daily newspapers, as well as local, regional, state and national magazines.
LWC also assists businesses in promoting themselves through various public relations efforts.

“We specialize in bringing attention to your business by helping you get your name out there and keeping it in front of the minds of consumers,” Walker said.

Learn More
If you are seeking help in the area of public relations in Tampa, FL, please contact Lorrie Walker Communications, Inc., (863) 614-0555, or visit their Web site: www.lorriewalker.com.

We specialize in bringing attention to your business by helping you get your name out there and keeping it in front of the minds of consumers.

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© 2009 Sinai Marketing and Lorrie Walker. Authorization to post is granted, with the stipulation that Sinai Marketing is credited as sole source. Linking to other sites from this article is strictly prohibited, with the exception of herein imbedded links.

A Source for PR Internship Opportunities

2009-03-09T13:11:08Z

Since I’ve been using Twitter, I’ve come across a plethora of talented writers, public relations professionals, journalists and marketers who post valuable content on a regular basis. One person in particular who is doing a great job, in my opinion, of helping students find public relations internships is Heather Huhman, a Generation Y author, columnist and mentor.

It seems that each time I check Twitter, Heather has another great opportunity posted. My advice to college public relations students is to check out Heather’s Web site and start following her on Twitter. She’s easy to find: heatherhuhman. Also, you can search for #PRIntern on Twitter and find her tweets. The opportunities she promotes are from throughout the country.

It seems that many college students have difficulty finding PR, journalism and marketing internships locally. So recently I posted a list of Lakeland, Florida public relations, journalism and marketing internship opportunities.

If your company or non-profit organization has an internship opportunity available, email me and we’ll get it posted for you: lorrie@lorriewalker.com.

Lakeland, Florida Article Writer Weighs In On Elance Bid Request

2009-03-08T18:53:48Z

I joined elance.com about a year ago because one of the clients I write for prefers to manage their magazine assignments through this site. Now that I’ve been on the site for a while, I’m beginning to get requests for proposals on writing assignments from other companies.

I received one this morning that I thought I would share. Here it is, verbatim:

Job Description:

This is a project for 20 articles at $4.50 per article or less. Your bid MUST be OVER the $50 minimum bid allowed at Elance.

I mention this because Elance keeps canceling this project “because it is under the minimum”……..however this is not the case.

For those who do not understand this, get out your calculators. 20 articles x $4.50 is $90.

Please do not waste your time and mine if (a) your bid is for more than the per article price I have listed or (b) you are not a native English speaker or (c) you cannot supply examples of your work.

I am looking for reliable, accurate SEO team writers to assist in bulk article projects (each article 600-700 words each, any and every subject) that I have undertaken and others that are in the pipeline.

These are easy articles requiring nothing more than a bit of internet research, and may possibly lead to ongoing work if we suit each other.

I will require 2 samples initially, which I am happy to pay for as part of the project (unlike many buyers I do not except you to write samples for nothing!)

Let’s break this down: if you, the writer, accept this job and bid the highest amount she is willing to accept, and write the shortest article she is will to accept, you will be paid a maximum of .0075 cents per word for your article.

What saddens me is that there are writers out there who will bid on this job and very likely be awarded it. Why someone is willing to write an article of 600-700 words for a paltry $4.50 is beyond me. It’s bad business for this woman seeking these writers and for the writers themselves for a few reasons:

1) If you don’t feel as though your writing is worth more than .0075 cents per word, you should consider getting into a different profession. Seriously.

2) If you, as a writer, are willing to work for this Third-World wage, you make it difficult for other writers to earn what they are worth. You dilute the pay scale. The more of these low-paying jobs get accepted, the more people offering these deplorable wages believe they can get away with it.

3) Let’s say this tired phrase together: you get what you pay for. Do not expect “reliable, accurate” writers when you don’t expect to pay them a reasonable rate.

As a writer of articles and press releases in Lakeland, Florida, I can tell you that through the years I wrote for some fairly low wages. But even 16 years ago, I didn’t write for .0075 cents per article.

To those companies in need of article and press release writers, please understand that the caliber of writers you attract has a direct correlation to the wage you are willing to pay for them. If you want quality writing, you need to hire an experienced writer. Experienced writers don’t work for free- or even .0075 cents per word.

If you are in need of professional writers, contact us at Lorrie Walker Communications, Inc. We can help.

Lakeland, Florida Public Relations Group Hosts Seminar

2009-03-05T03:40:02Z

The Dick Pope/Polk County chapter of the Florida Public Relations Association (FPRA) continues to accept reservations for its “New Media Communication Tools” professional development seminar on Tuesday, March 10 in Lakeland. The seminar will feature Jan Luongo, APR, president of Tampa-based Alliance Communications, as guest speaker.

Luongo, who has counseled, written and lectured extensively on public relations and won many awards in her distinguished 20-year public relations career, will teach attendees how to use blogs, search engine optimization in press releases, social media like Facebook and My Space, RSS feeds and other contemporary tools to enhance the effectiveness of their PR campaigns.

The seminar, which is open to all PR practitioners in Central Florida, is scheduled for 8 a.m. to 10 a.m. at The Estates at Carpenters in Lakeland. The admission fee of $10 for FPRA members, $15 for non members and $5 for students includes a light breakfast.

“In survey after survey, our FPRA chapter has found that PR practitioners want to learn as much as possible about new technologies and how to use them. As a result, we have invited Jan to teach us how to make full use of blogs, social media and other new tools,” said Jim Frankowiak of Coastal Public Relations, who is chairing the seminar.

FPRA members and others with an interest in PR and communications can register by sending an e-mail to Frankowiak at jim@cprg-web.com. Information is also available on the FPRA website www.fprapolk.org/home. For directions to The Estates at Carpenters check out www.estatesatcarpenters.com.

Named in honor of Cypress Gardens founder Dick Pope, Sr., the Lakeland, Florida public relations organization and its affiliated Southeastern University and Florida Southern College chapters are among 15 professional and 13 student chapters of FPRA, the professional organization for Florida public relations practitioners.

The award-winning Dick Pope/Polk County Chapter meets on the third Wednesday of every month, with all meetings open to the public. For chapter information, call Kris Keprios of Polk County Tourism and Sports Marketing at 863-534-2527 or visit www.fprapolk.org/home on the web.

Based in Sarasota, FPRA provides professional development, networking and recognition opportunities for more than 1,500 public relations professionals across the state of Florida. FPRA is the nation’s oldest PR professional organization, established in 1938 by the late Lt. Col. John Dillin, APR, CPRC of Lake Wales. More information on FPRA can be found on the web at www.fpra.org.

Lakeland Public Relations Professional Publishes Article in Florida Monthly Magazine

2009-03-02T17:03:42Z

Lorrie Delk Walker, president of Lorrie Walker Communications, Inc., recently wrote an article that appeared in the February 2009 issue of Florida Monthly Magazine.

The article is about Haines City artist Pati Mills who designed the Publix tile murals, said Walker, who started her Lakeland, Florida public relations firm in May 2007.

“Pati Mills created a legacy,” Walker said. “It is a collection of art that has gone down in Publix Super Markets history, as well as the history of every town in which her work is displayed.”

Many of the murals are going away as aging Publix store buildings are demolished and rebuilt, moved to newer locations or sold to other companies.

Walker, who was born in Ocala, grew up seeing one of Mills’ murals at the Publix where her mother shopped. Since living in Lakeland for the past 10 years, she witnessed several of the murals demolished throughout Polk County as new stores were built.

“The mural at the Publix where my mother shopped was such a vivid childhood memory of mine,” Walker said. “I love local history and the more I thought about it, the more I realized this was a piece of local history that slowly was going away.”

Walker tracked down Mills after taking a photo of her signature on the mural at the former Wabash Publix in Lakeland. Once she pitched the idea of writing an article for Florida Monthly, Mills was onboard.

“It was a pleasure interviewing Pati for this story,” Walker said. “She’s a feisty, charismatic woman who has a great story to tell, and I’m honored that I was allowed to share that story with the readership of Florida Monthly Magazine.”

Visit www.floridamagazine.com for information on how to obtain a copy of the February 2009 issue.

Lakeland Public Relations, Journalism, Marketing Internships

2009-03-03T18:59:16Z

Following is a list of several Lakeland public relations internships available to college students. If your Polk County, Florida business or organization would like to advertise a public relations, journalism or marketing internship here, email us and we will include it.

2009 Internship Opportunities

SPCA of Polk County, Inc.

Type of internship: public relations and/or marketing

Description of Internship Opportunity : non-profit agency seeking interns interested in gaining experience in press release writing, media relations, web site design/maintenance, marketing, design, grassroots outreach and customer service

Education/experience requirements: experience in writing, content management systems, adobe design software preferred; outgoing personalities, team players, multi-taskers and self-motivated individuals a must

Hours: part time

Salary: unpaid

Contact: Rachel Bulman, Public Relations Director, rachel@lovemyspca.com, 863/646-7722 ext. 105

Florida Dance Theatre

Type of internship: public relations and/or marketing

Description of Internship Opportunity: Under the guidance of FDT staff, write press releases and disseminate information regarding the company’s performances and activities. Promote FDT to the Polk County community. Help coordinate events, write grants, and perform general record keeping, as needed.

Education/Experience requirements: Public Relations or Marketing student. Strong writing and interpersonal skills required. Must be an independent worker and self-starter. Must be able to take specific direction and be open to instruction.

Hours: Flexible hours, preferably a minimum of 12 – 15 per week.

Salary: Unpaid

Contact: Carol Krajacic-Erkes Artistic & Founding Director, 802-0399, Carol@floridadancetheatre.org

Polk County Government-PGTV

Type of internship: journalism, public relations and marketing opportunities

Description of Internship Opportunity : Develop/implement PR/marketing exposure and/or write articles/press releases for government television channel, using free resources

Education/experience requirements: College, entry level is fine

Hours: Flexible, will work with student schedule/availability

Salary: Unpaid. No budget available, but great for students needing school credit

Contact: Joan Davies, PGTV Programming Director, 863-534-5997, joandavies@polk-county.net

Pain Solutions Magazine (A new national magazine being published out of Lakeland)

Description of Internship Opportunity: Journalism, public relations and marketing opportunities.

Education/experience requirements: If they want to do writing for the Website I would like some writing samples. Otherwise, I would simply prefer a junior or senior or graduated student.

Hours: part-time

Salary: unpaid

Contact: Contact Diana Young-Stewart at 863/688-8181 or dystewart@painsolutionsmagazine.com .

Downtown Lakeland Partnership, Inc.

Type of internship: public relations and marketing opportunities available

Description of Internship Opportunity: The DLP will provide an opportunity to explore a wide range of PR and marketing experiences. We are a membership-based marketing cooperative whose purpose is to market Downtown Lakeland to residents and visitors. Our members include banks, owner operated retail stores, nonprofit organizations and more. We write press releases, create marketing materials and develop marketing plans, manage social media, organize and execute events, develop cross marketing opportunities, work with businesses and organizations on their marketing needs, and market ourselves to new and existing businesses on the benefits of membership in the DLP. As an intern you will create marketing materials, meet with business owners to determine their marketing needs, conduct surveys, write press releases, execute cross marketing opportunities with Downtown businesses and events, practice event management, have hands on public relations through events and DLP meetings and work with our board of directors, currently chaired by Kevin Jones, President of MidFlorida Federal Credit Union. This unique experience will expose you to dozens of businesses and nonprofit organizations and their decision makers.

Education/experience requirements: Knowledge of basic computer programs, such as word and excel a must. A work knowledge of graphics program s such as Photoshop and Indesign ( or Quark) preferable. Must have transportation, have an outgoing personality, and good communication skills.

Hours: part-time and very flexible.

Salary: There may be an end-of-the-internship stipend, not yet determined by the board.

Contact: Julie Townsend, Executive Director. PO Box 3499, Lakeland FL 33802; (863) 513-3669

Polk Arts Alliance, Inc.

Type of internship: public relations

Description of Internship Opportunity : to prepare pr materials for our annual race for the arts (3/21) and to do our press releases. With limited staff, even though I am well experienced, it’s a time issue. Our Race Chairman is Commissioner Bob English, so it’s good marketing as well. Could also use someone who is an experienced blogger and hooked into social networks to create a web presence.

Education/experience requirements: need to see writing samples and no first year students. Must be computer literate.

Hours: Flexible

Salary: Unpaid

Contact: Mischelle Anderson, Executive Director. PO Box 727, Bartow, FL 33815-0727; (863) 804-0494; director@polkartsalliance.org

Genie Publishing

Type of internship: marketing

Description of Internship Opportunity : An opportunity with flexible hours and full independence to someone who is skilled at computer marketing and/or Web site design.

Education/experience requirements: Must be computer skilled for Web site and computer marketing.

Hours: part-time

Salary: $8/hr or by project

Contact: gay@geniepub.com