Honestly…|an honest take on the world of PR and other things by Cindy Ronzoni

Today I was out with some of my friends spending the afternoon at a coffee establishment a block away from the beach. We were having a great, relaxing time taking in the sights and sounds when a local parking enforcement officer asked one of the workers to move his car out of the handicapped spot.

This was a bit startling for the young adult was able-bodied, kind to patrons and even the local dog so it was surprising that he took liberty by parking in the establishment’s only handicapped spot. This burned my chaps.

I do understand that parking is difficult in this particular town, especially by the beach…but this occurrence led me to wonder about the compromises we all make in general. Believe me, I’m not passing judgment here for I take some liberties and comprises too. But I try not to.

Which brings me to this other point. I live in a complex with a community swimming pool as part of our Homeowners Association. It’s a rather small pool and the embedded photo is a bit of a exaggeration…but people are always comprising the rules using the pool. And this makes me mad. For these parents have their kids in tow with them and they are teaching them it’s okay to bend the rules. I mean the signs clearly state that there’s no diving whatsoever. The pool is basically shallow…maybe only five feet of it is that deep. It’s mostly three feet deep. And yet, the kids are jumping in from all sides with the parents ignoring their actions.

I know that this compromise maybe small. But there are others too. We have people using the pool that don’t live in our complex. There is a special key that owners have and most of the time I’m watching parents as they climb over the fence to use the pool! What are they teaching their children. The kids are learning that rules don’t necessarily need to be followed. Then there’s that there is no food allowed inside and on Mondays the place is just riddled with trash. And we don’t have a paid service that cleans up this area. It’s up to us.

This all falls in line with the roommates you’ve had that never did their dishes. Or the people who never pay their parking tickets or think that they can miss paying taxes for a year. How do we get to this state where we think it’s okay to let things slide.

This all leads me to ask myself where do I have gaps in my integrity and who’s watching. It’s a great question to ponder sometime. And if you’re ever in my pool…don’t dive in okay!

This week thousands of workers received a 70 cent raise as the nation’s minimum wage rose to $6.55 an hour. In the articles I have been reading, reporters are commenting that teenagers hold most of the minimum wage jobs in this country, but I know that’s not true. Even if it is true, I know that there are millions of adults who are paid this wage and they serve as the heads of their households with children to feed.

I earned minimum wage when I worked at a department store in high school and through college. I also earned minimum wage when I began my career after college. When I began at FOX, when the “The Late Show Starring Joan Rivers” aired, I was making the lowest salary of any employee there - $3.25 an hour.

After I proved my worth, I did receive pay increases and at times had to have that salary doubled to get it in line with what the industry standard was. But, minimum wage was my starting point too.

But, I have to say that there is no way that I would have ended up where I am if it wasn’t for my parent’s support. I could not have afforded to rent an apartment and work the 70+ hours it took to launch the network and prove my worth. Thousands wanted my job and I had to perform above and beyond. I was never home and earning that salary and having to pay back my college loans I could have never afforded to keep that job if my parent’s didn’t offer free room, rent and food. And they bought me my first car too.

I feel bad because I never really realized this until now. It’s too late to “thank my dad” for this opportunity, but I sure can tell my mom. For you see, it wasn’t until I thought about this minimum wage dilemma that it became apparent to me. I could have not been able to pursue my dream based on the salary I earned and I had a college education and no children to feed.

Let me tell you. There’s no one on this planet who doesn’t want a raise. So minimum wage is all of our starting points and sadly, often, people have to start at this wage several times over. Jobs are hard enough to come by these days and sometimes you just have to take what’s offered to have a job. I was reading an article earlier today that spoke of a husband/father who makes the minimum. Of his 6.55 wage per hour, 8 dollars of it goes to his bus fare every day to get to that job.

For you see, if someone on minimum wage doesn’t have outside financial support, it’s impossible to live without debt. And how many of these positions offer health insurance. I bet not many.

So in my book, these adult wage earners are heroes. They face incredible challenges and plow through making the best of it as they pray for that day when they can get a raise. I remember I used to get 5 cent raises at the department store. Can you imagine.

So when taxes increase and the price of groceries increase and gas goes up–it affects these heroes the most. It causes them to make tough decisions like after paying rent can they afford to buy the kids new school supplies.

So heck ya…raise the minimum wage. I know it causes hardships to the owners and some have to downsize because of it. It’s such a Catch - 22. What can we do? Can there ever be a win-win in this situation? Probably not. But the next time you see someone working the minimum - be sure to be extra kind to them. Their lives are hard enough! And we are all equal - with the same needs and wants. There’s no difference. We’re all God’s children and we all participate in the same playground.

In the history of film there have been some actors whom have had screen chemistry. Hepburn/Tracy come to mind. Hanks/Ryan another. Now there’s a new combo in town. Ferrell/Reilly. These guys are flat out funny and I’m so glad that they made another movie together.

Since I was a huge fan of “Talladega Nights” - mostly due to these ‘Shake n Bake’ actors - I rushed out to see “Step Brothers” yesterday. Dragged Mom too. She wanted a good laugh and that’s we got. This movie was well worth the money. I can’t tell you how many times I laughed out loud due to the humor of these two.

While watching the film, you couldn’t help but wonder what the set must have been like when filming. It must have been a hoot to make. It was that much fun to watch.

However, even though it was a Will Ferrell starring movie, it was John C. Reilly who was the real scene stealer. He was just so perfect for the part and I enjoyed his screen time and lines more than his counterpart. He was a bit more believeable as a 40-year-old man living at home with his parent than Will’s character. But, no matter, they are fun together and I hope that they make many movies as co-stars.

Other winners from the movie are the wardrobe and set design. Their room is hysterical and packed to the gills with the right props as is their treehouse. And their vintage T-shirts were spot on.

It’s not the perfect film. As with any movie there are scenes you could do without it. In this movie, the sleep walking scenes were a bit off. But other than that, it just felt good to laugh again.

There also were some classic lines like the dad delivering “they’re not supposed to use power tools” and Reilly response to that “oh it’s the toothbrush” when noise from a power drill is heard. Or when they share their first family meal “take a picture it lasts longer!” I haven’t heard that in years. It brought me to tears.

Be sure to stay through the credits though. They’ve tucked in an extra scene for those not running immediately from the theater when the movie is over. You won’t want to miss that.

So if you love these two or anything Ferrell has done - go see “Step Brothers.” You won’t be disappointed. Below is a trailer from the movie which contains several of the funny parts. The job interview scenes are hysterical. They go on the interviews together in tuxes. Classic.

These two sure know how to have fun and we, the audience, get to share in it too. Rush out and see “Step Brother” today - that is if this type of humor is your thing. Enjoy and thanks.

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It was incredible. The other day I was shopping where most of America shops - Wal*Mart and there in the school supply section were 100 page student lined spiral bound notebooks. They came in a variety of colors and I couldn’t believe my eyes. They were each priced at 5 cents. Do you believe it! I can’t remember when I’ve paid that little for a product. I mean even Snickers bars and gum are over a dollar. There’s no such thing as penny candy anymore! I mean what can you get for an American buck these days. I’ll answer that for you -not much.

Well, some of you may be saying, Cindy - there’s stores that are called 99 Cents Only or Dollar Tree Stores and everything in them are under a buck. Yeah, that’s true…but, that’s about all these days. There’s dollar meals and such at some fast food restaurants, but these low-priced menu items are becoming less and less don’t you think?

I recently found myself at the dentist which is right by a 99 Cents Only Store, so as I was waiting I sort of perused its aisles. And you know what? I found a bunch of items there that I normally would purchase at other larger name stores on their shelves. What a bargain! It’s now my guilty pleasure-if you haven’t visited one recently I highly recommend you do so no matter your income bracket. I guarantee that your savings will be noticeable.

I bought some nice face soap and a couple of plastic drink containers. Mom purchased her hair spray and some birthday cards. They’ve got all kinds of stuff. But they don’t have 5 cent notebooks!

ECONOMIC TIMES

I don’t know what’s going on with our economy right now. I understand the ebb and flow of economic cycles…that they are a part of life…but you know what…they aren’t fun. There’s so much uncertainly attached to them (that is if you’re not in the upper tax bracket) because you’ll never know how it will ultimately affect you personally.

I have always loved the line…

It’s not personal. It’s just business.

In the movie “You’ve Got Mail,” Meg Ryan’s character was pushed out of her business by a large conglomerate and I loved her rebuttal to that line.

It’s personal to me.

The cost of things is personal. Very personal to every American.

When you lose your job. It’s personal. When your mortgage lender goes under. It’s personal. When you are losing money in your retirement portfolios or when the sales price on your house falls lower. It’s personal. When you have to choose between filing up your car with gas versus going out to eat. It’s personal. When you cancel your vacation due to the cost of travel. It’s personal. When you can’t afford the dentist, vision care or health care. It’s personal.

In a nutshell, here’s what our government officials and decision makers need to understand.

LIFE IS PERSONAL. VERY PERSONAL.

And it’s getting a bit out of hand.

For instance, who’s got our back regarding unemployment? Anyone out there?

According to the Bureau of Labor Statitsics, the unemployment rate was 5.5 percent in June 2008, the same as in the previous month. In June 2007, the jobless rate was 4.6 percent.

Look at how many people are unemployed and I’m not hearing of any new jobs being added to any particular work sector. Are you? I’m not hearing that the airlines are hiring. Or that construction is hiring. Or that the hospitality industry is adding jobs like crazy or and the car industry is booming. They’re not hiring. I’m hearing companies are consolidating. I’m hearing that seasoned executives are being replaced with younger and less expensive workers. I’m hearing houses aren’t selling. I’m hearing healthcare is rising. I reading that air routes are closing. Our lives and world is getting smaller.

Where are the new jobs going to come from? And if there aren’t any new jobs being added then what is the Country going to do to help stretch the dollar for these citizens out of work?

We are all being affected. It may be business, but it’s PERSONAL. And America I understand.

I’ve commented several times before on my blog about how much I love the Television Critics Association Press Tour. I have to admit that in addition to the value it brings to networks, I personally enjoy it for that’s when I get to be around people whom I enjoy and have known (some) for over 20 years. Not only are they extremely insightful and great communicators, they are funny! I never laugh so hard when they are in town. Forget the paid comedians. These folks could all be stand up comics. (The photo is of me spending quality time with the critics on the tour.)

I know I’m a bit rare and some might think I need to get more of a life, hey that’s true too and another story for another time. But, these are special people who love to tell stories and enjoy informing us of how we can best spend our time in front of the old tube.

I know I would have missed many a great show if I hadn’t heeded the advice of the critics. They also have saved me numerous hours of wasted time by not tuning in to a particular show. I have also learned trends from them; gained knowledge about the history of TV and have a keener eye of what’s really going on behind the scenes. All thanks to them.

These are smart people who have years of experience under their belt who can smell “something rotten” a mile away. They also are very gracious and understanding when producers are attempting something new. They know the balance. They are pros and they are valuable.

In this post, I’d like to discuss two topics about the value of the tour. First off, I’ll address the value it brings to the networks and secondly, the value of the tour for the critics.

I’ve recently noticed a trend occurring in our industry and that is I’m finding more and more finance executives are suddenly in charge. With this being the case, more pressure is being put on the publicity departments to monetize their take. These “counters” only know how to work with numbers and as such, areas like marketing drive them crazy. For no matter how you slice or spin it, there’s no actual “real” numbers you can put to how many eyeballs really saw what. Marketing/PR/advertising…they are all fuzzy areas for finance guys. Even though this drives them mad, most know its importance or at least you hope they do. When you take away the marketing dollars and promo time, it’s not easy to bust out a show in all the clutter these days. So, the PR departments try their best to give estimates of a certain article’s worth. We usually just measure its length against the cost of an ad in the newspaper and call it day. No fancy formulas, computer software programs or Nielsen configurations. But, that’s something that someone should invent. It sure would be valuable at this particular time.

Anyway, I would argue with any network chief the value of the tour if they think it doesn’t get them their return. Most sessions have on average over 80 journalists…that’s the minimum I saw. Others like today during Fox’s session, I’m sure the room was packed with well over 125 reporters there at one time.

And the TCA does not require networks to spend more money than is needed. It is the network’s choice how they want to dress the room and what they want to give out. If money is tight, a network can make do with just preview screeners and the cost to have talent on site. For what you get in return on the day of your tour is well over your hard cost even if you don’t get another article beyond the session.

But the value goes deeper. How do you put a price tag on relationships? In my day I have had to promote some “unknown” talent who became known because of time they spent chatting at a party with the critics. And top executives need these relationships too.

There are so many tools at our disposals now to see what’s been written immediately about our content-you can see your return instantly. And now thanks to Twitter, I’m sitting home and getting live comments on the tour from several journalists there broadcasting fast observations to the world. How do you put the price on that? And that happens during every session. Zap2it is really leading the charge.

And another thing…networks sandwich lesser-known shows on their schedules. I can’t begin to count the number of shows that broke out from the pack because they were featured on the TCA. If someone said something clever or were honest or it was just cool- they got attention. They will get some nice hits and the critics will remember them when it’s premiere time.

It’s hard to find waste when on the TCA schedule. If something was not written about or heavily attended…then the question that should be asked by the network is if they first did something wrong. Was there news presented? Is the show far enough along in production? Do you have a screener? Is the talent available? What’s the message of the party?

So yes, there’s incredible worth and value that the tour brings to TV networks and I could go on and on.

Now, I’m going to switch gears and address some observations made about the tour regarding this group of critics. There were a couple of disturbing trends I witnessed from the critics and again, this is just my humble opinion. But…

I am aware and empathize with all newspaper TV critics with what’s occurring at their companies. I know everything is uncertain. Nothing is secure. And I know the one’s who have gone to great personal expense to stay on the tour. And I know the ones who couldn’t afford to come this year. But, my one suggestion is not to report on it constantly while on tour. This sort of ties into my second observation - I’m sure down deep inside every one in that room is glad that they are there. But when some keep reporting on all the negative aspects of the future of the tour they are airing their dirty laundry to the world and more importantly, their bosses are seeing it. If you write that the tour isn’t valuable anymore, then why would networks want to participate and why would your boss want to send you again.

I think if there’s anything that we’ve all learned from these recent strikes is that there is power in numbers. As an organization you have to all be in one accord. There’s no room for those to break out. Solidarity is needed especially now as the new media comes to the forefront. This is the time for creative thinking. It’s time for Plan B - brainstorm with the networks to see how the tour can continue if your travel dollars dry up.

I know it’s fun to write about “negative” aspects, but you have to ask yourself if what you are writing may just end up hurting you down the road. You see, critics, you are influencers and what you write does not disappear. It’s printed up by the networks and can be used by them when deciding the state of the tour.

I saw on Twitter that one reporter asked Karl Rove how it felt to be on the “dark side” now. The dark side! The dark side is when there are no longer any more reporters left to do their jobs and keep the “suits” and the world accountable.

Again, these are just my two cents on the subject…but I would strongly suggest that the TCA members unify and band together. The people you’re sitting there with have your backs. They know what you do. And each time one disappears-it’s a sad day for all.

May the Tour continue for as long as it can. Kudos to the Board this year and what they’ve gone through. It’s a success so far and all should feel proud.

One of the coolest moments from attending last week’s Television Critics Association Press Tour at the Beverly Hilton was having host Carson Kressley from Lifetime’s “How To Look Good Naked” TV series mention my name during the session. Well, you can see what he said exactly below…he wasn’t really referencing me - but it still was a great random moment.

CARSON KRESSLEY: …oftentimes I would be, like, in an airport and women would come up and say, “Would you do my husband?” And I would say, “What does he look like?” And now I get women, like, in the grocery store saying, “Look at my ass. I love it.” And I’m like, “I do too. Now let me get to the Ronzoni.”

Hmm. Having ass and Ronzoni in the same sentence. Not sure about that. But, nevertheless, very cool about having my last name mentioned even though I’m not a pasta heir.

And since he gave me a plug, I’m going to give his show one too. I have never been a Lifetime viewer, but after seeing their sessions and what they’ve got coming up I think I’ll tune in more especially to Carson’s show. I must admit that I didn’t really understand what the show was about, but after hearing him and two of the contestants explain it more fully, I’m a fan. For you see, this show is about making real everyday women feel beautiful for who they are. Whether a size 0 or size 22, Carson helps them see their true beauty and in a matter of days they just shine. They are re-born. They gain back their self-confidence. Who doesn’t need that from time to time? I know I do.

So I’m now Tivo’ing his show and wish him the best of luck on his new talk show endeavors. He’s a genuine TV star with a big heart. And not only does he know about fashion, but also the right pasta to buy.

I was in a very unique position this week–I was able to turn the tables on my usual role and look at how my industry behaves while viewing them in a fishbowl. For the past few years (I’m not going to give a figure-but it’s over 20), I have been a network suit in charge of sessions at the bi-annual Television Critics Association press tour. As the head of communications it was my role to shape the session, organize the details, manage the message and communicate with the attendees. My role during the current press tour was to help the cable organizers wherever needed. Basically, I had a wonderful time chatting informally with members of the tour and some of my colleagues. I can’t thank CTAM enough for allowing me this opportunity.

As an “insider” being able to look “out” I made a few observations - some startling and others quite impressive about the work of my peers. Although, I am focusing on some of the points that could have done better I would be remiss if I didn’t comment on some terrific work by the PR departments of Hallmark, HBO, Turner, Sundance, ESPN and a few others.

Again, my blog reflects my opinion and my opinion only, but a few things really struck a chord with me or better yet raised a wild hair on my neck. Here’s my top 10 list of things that I was appalled at during the tour and the reasons why.

1. I was shocked at the number of publicity veterans who did not know what press members were attending the conference. If I had a dollar for every time a publicist-type asked me who was from the trades-well I’d probably have a nice new crisp $20 in my wallet. THIS IS MY MOST APPALLING OBSERVATION. It is our job to know the press and what they cover and WHAT THEY LOOK LIKE!

2. My second burr ‘up my you know what’ is this occurrence which I witnessed three times- Nice smiling kind women who are at the front doors at the sessions who ask you your name as you enter. Once they know your name then mark your name off a list. UGH. Here we go again. It’s up to us, again, that’s our job to know who the press is in the room. And here’s a trick to the publicists who are just getting to know the press - walk up to them before or after the session and introduce yourself. That connection is invaluable.

3. I also get upset when staff, especially publicity employees, who are too uncomfortable chatting with the press who just stand together and talk amongst themselves! Again, we only have our jobs because of the press. I love the press. You can talk to your co-workers any day. While you are at the tour, set up meetings or make a point of getting to know them during your session. They are wonderful people and you won’t believe what you will learn from them. If you are in cable, you can attend the late night hospitality events every night. This is a great way to get to know the people whom you need in your career.

4. Events - If you are sponsoring an event, either breakfast, lunch, dinner, hospitality, etc. - make sure your entire department attends along with talent and key executives. This is a wonderful opportunity especially if you have a product or person that needs exposure to gain support. Many times some of my C or D celebrities got to know members of the press at such events and they have had life long support from them from that moment on.

5. FOOD - If you are holding an event and no matter what time it is being presented make sure that you are providing the critics with enough food. A critic should never have to ask you to order more food. I can’t tell you how often this happened during this tour.

6. Eye to eye contact is very important in this day and age with blue tooth devices and crackberrys. It still is incredibly rude to look down at your device mid-discussion or interview. I need to work on this one as well.

7. Executive etiquette. This is rule number-one for network suits. There is no clapping, hooting or hollering allowed from the network “peanut gallery.” I cannot emphasize this infraction enough. If laughter or for that matter clapping erupts naturally during a session, then it is fine to clap or laugh. But, those on the show’s payroll should never lead the charge in hooping and hollering. This will gain you instant sneers and hisses from the critics and taint their views on your show. TCA is about you (the network) presenting facts and not about you swaying the opinion in the room by your positive support. This is a huge no-no. The best use of your time is observing the mood and tone of the room. It’s a wonderful focus group for you. You can tell in moments how the show will be received. So still still and watch the magic unfold.

8. Understand what the TCA is…I am still blown away by the number of networks who do not know what the TCA is. They don’t have a clue what the function of it is and what the critics are expecting. This covers a wide range of topics from not briefing your talent correctly to not researching what’s been reported before your day. Coming into the Tour, the publicity department should be aware of the trends that have been occurring and what the key executives have been asked.

9. It is imperative that you have one person if not several who is available and easy for the reporters to reach before, during and after sessions. I wish you could see how frustrated the critics get when they want to re-confirm their one-on-ones or when a interview that was promised but then was canceled, yet that fact was never communicated to them. Also, regarding schedules, if any changes are made to your previously posted schedule - please let the critics know in ample time (2 days in advance is best). Critics are used to deadlines and thus rely on the TCA schedule to plan what they are going to write. You may think the slightest change would matter to them, but they do. Please be considerate of their time.

10. Provide enough material for everyone - please realize that newspapers like the LA Times sends reporters all throughout the day. Other critics too may not have been able to attend your session, but they still want your material. All the networks that provided flash drives, DVDS, press kits and/or bags, were distributed immediately after the session. After that, they couldn’t be found. Produce at least 50 to 100 more and leave them in the press room. You won’t be sorry and you’ll get more coverage.

In summary, the heads of communication departments need to keep up with the times. Did any network have a person in the room that was on twitter? I’m sitting here now and am reading what is being twittered about the session immediately before us. You should have someone monitoring that. But, in order to do that - you need someone who knows who’s in the room so you can follow him or her. It all comes full circle.

At the end of the day, my message to all is - BE AVAILABLE and GET TO KNOW who are writing on television. They are a wonderful bunch of characters, each as unique as their postings, columns and voice. They’ve made my life richer in so many ways. They have been generous teaching me how to be better at my trade and help to understand the ins and outs of the industry. If I have had any success, I owe it mostly to them. I will be eternally grateful.

Call me crazy…but tonight is like Christmas Eve for me because the Television Critics Association (or otherwise known as “The TCA”) is starting tomorrow. The TCA is a convention of sorts that usually occurs twice a year, but due to the Writer’s Strike last winter, it did not occur. So it’s been an entire year since I’ve been able to re-connect with some my favorite people (TV reporters) in the entire world face to face. And I can hardly wait for it to start. For you see, the TCA is designed to help television reporters get a sense of what programming viewers will be watch now through January from all the networks, broadcast and cable. Each network has an alotted time to tout their wares. It also includes time for network executives to spew corporate jargon about their great new business models and how better things are now after the Writer’s Strike.

There’s a lot of hot air transmitted from this event, but it’s a blast. I love every minute of it…but I especially love the Q&As. I love it when you get a few rogue producers or stars who haven’t fallen under the spell of their PR departments and actually speak the truth and speak their minds. When these types shoot from the hip, you can just see the room light up. Eureka. That’s journalist gold.

In addition to those unconventional random moments, you also get to see trends unfold right before your eyes. Usually the trend will start with the first day and continue through the end. This year it’s going to at nauseum questions about the pending strike and what that will mean for business.

Well I best be going - and will blog more about the TCA as it gets rolling.

Iowa had floods. Mississippi did too. Tornadoes came early and ripped across half our country. And now the State of California is up in smoke. What a crazy year!

My post today is about irony-basically. I think it’s incredibly ironic that at a time when our State’s Public Service Officers are pressed beyond belief controlling wildfires, protecting houses and looking out for our general safety…that so many Americans partook in illegal activity on Independence Day. I could not believe my eyes last night at how many homes shot off illegal fireworks. This while my friends are battling blazes in unmanageable terrain with no visibility and pulling 24 or 12 hours shifts! There’s something wrong with this picture!!!

If Californians haven’t realized it yet our State is one big tinder box. Fire season is too early. And as our Governor said today “there’s no such thing as a fire season anymore.” According to the Gov, more than a half a million precious acres of the Golden State have burned so far and it’s only the beginning of July.

The Big Basin Fire, The Gap Fire, The Big Sur Fire…right now there are 1,400 fires burning in Calyfornia and nine counties have declared states of emergency. How bad are things? The National Guard has been called in and is being trained to fight fires in order to bring relief to thousands of firefighters who spent the holiday saving America’s precise land-the land our forefathers fought for.

The fires are all over the news and yet, in neighborhoods across the Southland the sky was lit up with not sanctioned community events, but displays of illegal fireworks. As our local police and sheriff departments were manning the community events, others lit off their own. And if like most holiday events I’m sure a bit of the alcohol was consumed. Hmmm. Fireworks and alcohol. Not a good mix. At one point during our unauthorized display of “boom cracks” (that’s what my nephews used to call fireworks), our city’s fire truck raced down the street. I only hope it was a false alarm, but my head thinks it wasn’t.

This post is dedicated to the personnel engaged in fighting our 1400 infernos. These individuals are risking their lives to protect homes, businesses, orchards and preserve our beautiful land. It’s hot. Very hot where they are and their conditions are make-shift. They are pulling incredibly long hours. They are sleeping on cots and some are making their own meals. And if they get some sleep, it’s not for long for they are immediately thrust back into the fires. Breathing. Forget about it. They are in the midst of the ash and smoke. They are also away from their loved ones during the holiday with little or no cell reception. So these are very tough times for them — be sure to remember them in your prayers.

So Californians PLEASE listen up. Our land is EXTREMELY DRY. Dry to the bone. One small spark or dry lighting can cause hundreds of acres to go up. Please be very careful until our next rainfall and for heaven’s sake if you have any fireworks left over, please throw them out.

FOR ONLY YOU CAN PREVENT FOREST FIRES!

Since I have a bit more time on my hands these days and now not forced to eye any certain channel, I’ve been having fun exploring other networks and their signature programming. Once such program that has become my guilty pleasure is Discovery’s “Deadliest Catch.” I had seen a couple episodes before, but now thanks to DVRs Sig, Edgar, Jonathan, Andy, Phil and the others can come into my home every day. And I’m having a blast learning about crab fishing and witnessing the rigors of the job. As I watch them day in and day out weather horrific conditions to do what they love to do, I can’t help but get a ping of jealously and envy. For I yearn for that same feeling when you love what you do.

I LOVE working with reporters, journalists, critics and photographers. Yes, I also like working with bloggers, but there’s nothing like working with a reporter and being a part of a story that a) forwards one of your company’s recent good works or b) uncovers something that needs to be exposed. I have a deep respect for journalists and have been privileged to have been able to work with some of the industry’s best. I have learned a great deal from them and understand their importance in our corporate ecosystem. We need them to keep us “accountable!” Do you think Watergate would have ever been exposed if The Washington Post journalists Carl Bernstein and Bob Woodward were not on the scene?

I can only imagine how the “powers that be” would run a muck if reporters were not keeping an eye on their businesses endeavors. Once such reporter who is tapped in and helps to keep the industry honest is Nikki Finke. Her blog is called Nikki Finke’s Deadline Hollywood Daily. I highly recommend you adding her site to your RSS feeds if you haven’t done so already.

But the inspiration from today’s post came as I was reading Romensko…my heart sank once again for my journalist comrades. Look at these headlines.

• Los Angeles Times to cut 150 newsroom jobs, reduce pages Los Angeles Times
• Star Tribune, union work to trim newsroom budget by 10%MinnPost.com
• Milstead: Denver can no longer be a two-newspaper town Rocky Mountain
  
• And according to the LA Times article listed above last week hundreds of staff reductions were issued by newspaper dailies in Boston, San Jose, Detroit, Baltimore and Hartford.

UGH!!!!!!!!!!!!!!!!!!!

I do have to say that there was one cheery story for some reporters and you’ll never guess who was behind this bright spot. That’s right. News Corp.’s Rupert Murdoch.

• News Corp. decides against selling Ottaway Newspapers Associated Press

Mr. Murdoch has decided to keep a string of 8 dailies and 15 weeklies that are in seven US States as part of the Ottaway chain, thus quelling any queasiness there for awhile about being sold. These stories are becoming more and more rare…so I did have to mention that the glass isn’t as empty as it feels.

I know were getting ready to honor our freedoms with the upcoming holiday, but I have to admit in the economic overview right now…the picture is getting a bit darker. You see due to the downturn in the housing market, the rising cost of gasoline, newspaper cut-backs, airline consolidation, declining car sales, less travel - more and more people are being laid-off. And there are fewer jobs to jump to! It’s getting harder to do the things that you love to do or be a part of a business that you love! And the industry is facing another STRIKE! Egad! Where’s Hancock when you need him?

I’ve been hearing from some that they feel it serves the newspaper industry right that they weren’t prepared for the evolution of the web. Yeah, maybe not. But, I haven’t heard or read how the Internet can make the same money as TV or newspapers yet. This is still so new that I don’t think anyone, Sam Zell included, could have built a business model ten, five or three years ago let alone now. You see with this new transition, there’s just no new infrastructure to jump to and we’re all learning from each other on how to get BACK ON THE CRAB. (Back on the Crab is the expression the “Deadliest Catch” crew uses when they have been in a dry spell and hopelessness sets in. With one pot on the string full of crab, their moods become euphoric, the day is new and all’s good in the world.)

May I say this for all of us feeling this way. WE WANT TO BE BACK ON THE CRAB TOO!

The photo above is an example of a bountiful pot of Opilio crab. That pot was full and will bring them over a thousand dollars. The painstaking work becomes less harrowing and glee fills their hearts. It’s the same feeling reporters get when they still get to report on their beats without worries about space or budget cuts!

I best close this post, but I wanted to include Times Publisher David Hiller’s rationale for the cuts:

“We want to get ahead of the economy that’s been rolling down on us and get to a size that will be sustainable.” He said the size of the reductions was predicated on the expectation that the economy would “bottom out and reach equilibrium” early next year.

Gosh I’m with you Mr. Hiller. If you have some information that we don’t and you think that the economy will reach equilibrium next year, that’s music to my ears. I just want us all to get back to what we do best without worry about loss of our jobs and so I can tolerate a few more months. For I do understand that like fishing…we have no control over life. Some pots come up empty…but when they don’t we’re BACK ON THE CRAB!

Keep up the good fight.

Your Deckhand

Cindy

P.S. I’m adding this historical film clip to serve as a reminder of the power of the press and the necessity for them in life.

To set the clip in the proper context, the clip is from Oct. 26, 1973 and was days after the “Saturday Night Massacre.” According to Wikipedia, “Saturday Night Massacre” was the term given by political commentators to U.S. President Richard Nixon’s executive dismissal of independent special prosecutor Archibald Cox, and the resignations of Attorney General Elliot Richardson and Deputy Attorney General William Ruckelshaus during the Watergate scandal on October 20, 1973.