Events drew thousands of social media professionals for presentations, panel discussions, interactive workshops, seminars and networking events. Check out great coverage of the events at www.socialmediaweek.org.

Interested in bringing Social Media Week to your city next year? Click HERE to help bring Social Media week to you.

For a short video from Xstatic CEO J.D. McCartney about the value of social media in public relations, click on the screen cap below to view:

Xstatic shows Times Square in 2007 that "Good PR Builds Trust, Not Spin"

Anytime a potential client says they’d like us to “spin” something, or manipulate the facts of a situation in their favor, you can guarantee our first inclination is to run – no, sprint – in the opposite direction.

“But, isn’t that your job as a PR professional?” you might ask. In short, NO. Sure, there are tons of publicists, politicians and others out there who do. These spin doctors make a living out of twisting and turning the facts to position themselves or their clients in a better light. But, PR professionals, at least those who value the credibility and future of our profession, have an ethical responsibility and commitment to disseminating accurate and truthful information.

We take this responsibility so seriously that the Public Relations Society of America, the world’s largest organization of PR professionals, has created an ethical code that guides our work and decision-making day-in and day-out. The PRSA Code of Ethics advises us to:

•    Protect and advance the free flow of accurate and truthful information.
•    Foster informed decision making through open communication.
•    Protect confidential and private information.
•    Promote healthy and fair competition among professionals.
•    Avoid conflicts of interest.
•    Work to strengthen the public’s trust in the profession.

Adhering to the code ensures that we’re always working with the client’s and public’s best interest in mind. It helps maintain professionalism, public trust and the longevity of our industry.

Ethical conflicts do arise in the public relations profession, but what sets true PR professionals aside from the spin doctors is the ability to identify an ethical conflict, apply code principles when working through it, and advise clients to act in the best interest of the public and their own long-term credibility.

So, while we may use an array of four-letter words in the PR profession, you can be sure that “spin” is not one of them.

Good news for thousands of consumers who resolved to live a little greener in the new year: eco•POLITAN, the go-to store for eco-responsible products, launched an expanded e-store with a broader product selection to fit a wide range of cosmopolitan lifestyles. The e-store, www.eco-politan.com, offers top-rated green gear that is useful, practical and affordable for eco-conscious consumers. For shoppers in the Denver metro area, eco•POLITAN opens the doors to its first retail store on Saturday, Jan. 30 at Lakewood City Commons, near the corner of Wadsworth Blvd. and Alameda Ave.

Launched as the ideal store for the modern mommy, eco•POLITAN changed its name and expanded its product offering to serve its fast-growing customer base of not just moms, but men, grandparents and singles. Through the changes, the company remains committed to selling only environmentally friendly, sustainable, reusable products to keep today’s families happy and the planet healthy. Both the e-store and retail store offer products such as modern cloth diapers, reusable shopping bags, pet accessories, wooden toys, household cleaning products and natural skincare products. Many products are locally-sourced, organic and made with sustainable materials such as hemp, bamboo and organic cotton.

“Though we originally launched the store to help other working moms find products to manage eco-conscious homes, we quickly realized there is great demand for quality green gear with all consumer groups, from students to grandparents,” said Robin Morris, founder of eco•POLITAN. “We now offer a wider selection of eco-friendly products for families, pets, and homes that are practical, affordable and better for the environment.”

Morris drew upon her past corporate success and mompreneurial spirit to create eco•POLITAN. When Morris was ordered to four months of bed rest prior to the arrival of her son, she was inspired to seek out green products that would be healthier for both her new baby and the planet. By the time her son Levi was born, Morris was an expert on cloth diapers versus disposable diapers, making natural baby food, and countless other eco-responsible parenting practices. The store now offers today’s favorite eco-friendly brands such as bumGenius, Happy Heinys, ImagiPLAY, Klean Kanteen and TummyTub.

eco•POLITAN Plans Full Slate of Grand Opening Events for January 30
To celebrate the grand opening of its first retail store, eco•POLITAN has put together an exciting day of events, complete with live demonstrations, hourly drawings for green products from local companies, and food courtesy of Noodles & Company. Below is a complete schedule of events for Saturday, Jan. 30:

10 a.m. Ribbon Cutting Ceremony (founder Robin Morris and civic/business leaders)
10:30 – 11 a.m. FDA-Approved Green Breast Pump Demo/Q&A (Melinda Berry of Hygeia)
11:30 a.m. – 12 p.m. Babywearing Demo/Q&A (Abby Peland of Sleepy Wrap)
12:30 – 1 p.m. Cloth Diapering with Natural Fibers Demo/Q&A (Kimberly Julian of Play All Day)

1 – 1:30 p.m. Modern Cloth Diapering Demo/Q&A (Julie Eckstrom of Rumparooz)
1:30 – 2 p.m. Green Skin Care Demo/Q&A (Kim Nolan of Belletare)
2:30 – 3 p.m. Infant/Child CPR and AED Awareness Demo/Q&A (Laurian Horowitz of Colorado Life Lessons)
3:30 – 4 p.m. 30 Ways to Green Your Home and Office (Sarah Kell of PlanIT Green Promotion, LEEDS AP)
4:00 – 4:30 p.m. Special Presentation by the American Red Cross

For each class attended, customers will receive an extra entry for prize drawings. And, for the first 100 purchases of $30 or more, customers will receive a free BPA-free, biodegradable, reusable eco•POLITAN water bottle. All events are located at the eco•POLITAN store at 437B S. Wadsworth Blvd. in Lakewood across from the Belmar area shopping district.

For more information about eco•POLITAN, or to browse for your own eco-friendly products, visit www.eco-politan.com.

About eco•POLITAN
eco•POLITAN is the go-to store for eco-responsible products to fit the fast-paced, cosmopolitan lifestyle, no matter who you are, from parents and grandparents to singles and students. Customers come to eco•POLITAN for products ranging from cloth diapers and organic baby carriers to natural products for health and home. Driven by a commitment to help families leave the planet a better place, eco•POLITAN offers the eco-responsible, green gear people need to keep their families happy and the planet healthy. For more information, visit www.eco-politan.com.

“Legends” features “So You Think You Can Dance” season one third-place winner Jamile McGee, known for his vibrant breaking and hip hop talent. Since the show, Jamile has worked with artists such as Beyonce, Rihanna, Nelly Furtado, Mariah Carey and many more. He has choreographed routines for numerous shows and competitions, and teaches workshops and master classes throughout the United States and internationally.

WHO:
Now in its fourth season, 7dancers is Denver’s only dance company presenting a wide variety of dance styles from ballet and tap to hip hop and breakdance.  7dancers, a professional dance company out of Cherry Creek Dance, is a 501(c)(3) nonprofit organization dedicated to entertaining and educating audiences with its unique performances, and reaching out to the community through school residencies and volunteer opportunities. For more information, visit www.7dancers.com.

WHEN:
Friday, Jan. 22 – Showtime 7:37 p.m.
Saturday, Jan. 23 – Showtimes 3:07 p.m. and 7:37 p.m.

WHERE:
The Ricketson Theater, Denver Center for the Performing Arts
1101 13th St.
Denver, Colo. 80204

TICKETS:
Tickets - $27 adults/$17 students with ID are available by calling 303.399.8087.
Tickets also available at the door.

JAMILE MCGEE:
Jamile McGee started dancing at the age of 4. At age 9, Jamile was diagnosed with systemic juvenile rheumatoid arthritis and was told he would be unable to walk and in a wheelchair for the rest of his life. He was miraculously healed and able to not only walk, but make his home on the stage, where his first professional performance came at the age of 14. Jamile was a dance major at Wright State University where he excelled in ballet, modern, lyrical and jazz. He has performed at colleges, universities, concerts and special events throughout the country, and taught hip hop dance to all ages. Since his debut on the FOX hit show “So You Think You Can Dance,” Jamile has performed and taught dance internationally.

Check out video of his performances here:
• http://www.youtube.com/watch?v=wGwr1umhSNM
• http://www.metacafe.com/watch/449165/so_you_think_you_can_dance_season_1_jamile_and_melissa_hip_ho/
• http://www.metacafe.com/watch/yt-i_AxdvEBfHU/jamile_unique_hip_hop_dance/

In Hollywood, major awards like these aren’t just statues — they’re a chance for entertainers to boost publicity, enhance their image, and increase their stock price. But awards aren’t only for the rich and famous. Any good PR program should include an awards strategy, to help build recognition for products, people and companies.

Finding relevant awards can be tricky, but there are many sources. To help our clients find opportunities for recognition, we look to awards databases, membership organizations, industry groups, and online information. Award submission can be a time-consuming process, including reviewing criteria, putting together the entry and assembling supporting materials. And, entry fees can take a bite out of your marketing budget. But if promoted well, a shiny new award is something that you can use to market your product or service for years to come. Announcing the awards, and referencing accolades in marketing materials and online marketing all work to get the word out. Awards can help build trust and reputation with consumers, and that’s something money can’t buy.

One word of caution before entering an awards program: be sure to check what others have to say about the awards, and look for past winners. Some awards programs are only out for your money, supplying a meaningless award that is essentially for sale. Stick to reputable awards…and don’t forget your acceptance speech!

Xstatic PR: What’s your professional background? In other words, how did you get to where you are today?
Susie Wargin, 9News: I joined 9NEWS in September of 2001 as the Prep Sports Anchor. Three years later, I was hired to be the morning weekday Sports Anchor for 9News 5am and 6am (which now also includes 7 & 8am on My20!). I also host the Steve Fairchild Show in the fall and recently won my first Emmy after years of being the Susan Lucci of Denver TV!

I was born in Denver and raised in Broomfield, and began my communications career in Fort Collins as an intern in radio, while going to college at Colorado State University. After I graduated from CSU, KIIX-AM hired me as a Board Operator (which is a fancy title for a “button pusher”). Like most people that get into radio, my dream was to be a DJ. That dream came true in December of ‘92 when I was asked to DJ Christmas day for KTCL (which at that time was the FM sister station to KIIX).

From there, I worked three years of overnights and weekends. But paying dues is part of the business and in November of 1995 I landed the midday shift at KBPI, where I gladly “Rocked the Rockies” for almost 9 years. While I love music, my main passion is sports. In February of 1998 I began anchoring sports updates during “The Zoo” on 850-KOA and eventually became the first female sports reporter for KOA. During that time I also spent two years as the radio sideline reporter for Colorado State football games and hosted a variety of sports programming for KOA.

X: Has sports always been your passion?
SW: Yes, sports and music.

X: Why and how did you make the transition from radio to TV?
SW: Always wanted to do TV but went the radio route first. I got an internship at 9News in Spring of 2001. The prep anchor knew she was leaving in June and took me under her wing and totally helped groom my writing and on camera presence so I could apply for her job (which I somehow got without any TV experience – crazy)

X: Which of your stories has been the most memorable since you joined 9News in ‘01?
SW: There have been a lot. Being the first to do an in-depth story on Clint Hurdle’s daughter with Prader-Willi Syndrome was very special. Some of my travels have been very memorable also – World Series in 2007 (Fenway Park) tops them all.

X: What is your take on the ideal PR professional when it comes to helping you with your job?
SW: Ones that pitch great, visual stories with great catches. We are always looking for good stories and can’t find all the good ones on our own so I love the PR folks that understand you have to have a “catch” – something that will make viewers watch. Some PR folks just pitch to pitch and don’t think about why they would want to watch a story on their client (other than the fact they are getting paid to get them press!).

X: Do you have a PR pet peeve?
SW: Can’t stand the bland pitch. Have this author on just because he/she is paying me. It would be great if they could think outside the box and think – why would I want to watch this story/segment? Is it “teasable?” Would it keep someone around for 10 minutes of a newscast if they thought it was a great story?  If not, then it probably needs some work!

X: How has social media changed the way you gather information for stories or report on them?
SW: I LOVE Twitter and Facebook – I use Twitter to gather a lot of info myself and also disperse breaking sports news. With Facebook, I have a Fan Page that I just use for work and put a lot of sports related stuff on there and some personal stuff. I also have a personal page that is just for folks I know (although I’m up to almost 500 and I have a hard time believing I actually know that many people!). It’s tough in my position as a native because there’s people who went to the same high school as me and they send me a friend request because we have mutual friends…but I don’t actually know who they are. I feel bad sending them a note back referring them to my Fan Page, but if I don’t know them personally, I don’t befriend them.

X: Who is the one person who you haven’t interviewed that you’d like to? What would you ask?
SW: Lance Armstrong. To ride with him! I’d try to think of a few questions he’s never been asked, but I doubt there are any. I’d just like to ride with him and talk to him that way.

X: This one is going to be a toughie for you, but who is your favorite sports team?
SW: Toss up between the Rockies and Broncos. It used to be Broncos first, but I’ve fallen in love with baseball and the Rockies since I started covering them when I was at KOA. I have a lot of personal relationships with the front office folks and the players and it’s just a special organization to me.

X: Who/what did you last download to your iPod?
SW: A crazy version of “Gives You Hell” from All American Rejects along with a few Daughtry songs. Also just put in a bunch of retro tunes that I forgot I had: “88 lines about 44 women” from the Nails, Adam Ant, and a few others. There’s a couple other songs I put on there, but I keep my MP3 player on shuffle and it hasn’t brought those songs up yet so I can’t remember what they are. My players seems to play favorites and I hear some of the same songs on every run or ride – I think I need to delete a couple and throw it for a loop…its got a mind of its own!

X: Seems like everyone has some advice for Tiger Woods right now. What’s yours?
SW: Lay low and get your family life in order if possible. He doesn’t need to work (I don’t think anyway), so step aside and figure out your mental state. Everyone has their skeletons and issues. It’s facing them that is the hardest part.

X: Finally, you’re always training for something, what’s next on the race schedule?
SW: Full Ironman (first one) in St. George Utah in May. Just did my first full marathon in Las Vegas in December, so this will be the next big challenge!

Xstatic: What was your first job in media?
Jesse Rodriguez: I started as a local writer for the Fox affiliate in Miami. After interning in Washington for CNBC, I was promoted to assignment editor at the station.

X: What do you consider to be your big break into cable news?
JR: I was the first reporter in America to break the news of the transfer of power from Fidel Castro to his younger brother in 2006. This was a very important milestone in my career, and was a huge story of international interest.

X: Were you nervous to break such a major story?
JR: I was excited, but not nervous. I was well-prepared to cover major breaking news, after covering some pretty devastating hurricane seasons.

X: What was that like, covering major hurricanes in the eye of the storm?
JR: It was hard - grueling days and long nights. And even though your own property is being destroyed, you still need to put the audience ahead of your own priorities.

X: With all media in trouble, what do you see for the future of broadcast news?
JR: Cable news is especially well-positioned, and is actually seeing increased viewership. It provides something you can’t get anywhere else, real-time coverage of breaking news.

X: The departure of Lou Dobbs from CNN is the most recent example of the political polarization of cable news networks. What is your take on that?
JR: Middle of the road is not what people are looking for in prime time. We, like any business, have to adapt to what our customers want. Fox News and MSNBC cover breaking news during the day, and feature strong personalities with an edge at night. It’s similar to a newspaper featuring both hard news and the editorial page.

X: But ethically, isn’t it just as important for cable news to remain fair and balanced?
JR: Networks don’t just wake up and say - hey, we’re going to slant liberal today. The flow of cable news is very important, and it makes perfect sense to trend in a particular direction to attract an audience when you have such strong personalities debating the issues. It doesn’t make sense to follow up a more conservative leaning host with a liberal one, and vice versa. You’d lose your entire audience and have to fill the gap in a matter of minutes.

X: Do you enjoy working with PR pros?
JR: Absolutely, but PR people need to pitch the right story to the right person. Someone who had obviously never seen our show once pitched a holiday cooking segment for Morning Meeting. The best story ideas are visual, make waves and are timely.

X: How much do you rely on social media to find stories?
JR: I live on the Internet and social media like Twitter. Social media is huge because it shows what people are really talking about and we pay attention to what is trending.

X: What is the last book you read that really made you think?
JR: All of them — any of them. Just kidding. Seriously, I really enjoyed Madeline Albright’s Memo to the President Elect.

David Letterman who??

Every so often, a scandal arrives that reminds communicators exactly how NOT to handle a crisis situation. Today, that scandal is Tiger Woods. The handling of Friday’s car accident and the swirling rumors regarding Woods’ personal life is a case study in bad crisis management. So, what went wrong?

First, Woods remained silent for far too long after the accident, leading to widespread public speculation. The lesson: when you don’t take control of the message early and often, you’re handing your crisis to the media, to bloggers, and to endless gossip Web sites to fill in the blanks. Woods should have shared more details about the actual accident if he wanted to minimize speculation.

Second, the statements Woods finally issued yesterday and Sunday are poorly worded and just plain sketchy. Vague words like “transgressions” and phrases like “behind closed doors” only fuel the fire, and the rumor mill. Just look at yesterday’s Internet search-engine topping word: transgressions.

Third, Woods has all but crawled into a hole, canceling appearances and virtually hiding out, waiting for the crisis to fade away. He would have been better off keeping a normal schedule, and explaining how he will not let the situation interfere with his career, obligations or charity support.

When your reputation is on the line, you must be the first to break your own story — clearly and to the best of your ability. Taking control of the situation demands that the story follow you, rather than playing defense. Once you’re on that side of the ball, it’s nearly impossible to make the switch.

Of course, we can’t ignore the larger philosophical question here — is this really any of our business? The answer: of course not. But, does that matter to the millions of people online searching for details? Nope.

Apparently, Woods has ignored the advice of his communication experts, or needs to find new ones. Either way, Woods has been left with a strategy that’s just not up to par.

those who cover beats ranging from business to health and fitness. Our goal is to learn more about each individual, the stories they are most proud of, the trends that are impacting their jobs, and how we as PR professionals can improve the way we work with them.

Our first Meet the Media post features Andy Vuong, business reporter covering technology, telecom, gambling and other business stories for The Denver Post. Enjoy getting to know him a bit better - we certainly did. Our only remaining question is - Santa and the macarena?

Xstatic: What’s your professional background? In other words, how did you get to where you are today?
Andy Vuong: Unlike many of my colleagues, I never did the “time” at a small community paper before joining a big metro daily like The Post. After a three-month copy editing internship at Newsday in the summer of 2000, I was given a temporary editing position in sports at The Post during the Olympics. After that stint ended, I took another temporary position in the business department, filling in for a reporter who was on maternity leave. I was hired as a permanent staffer in February 2001 by then-business editor Al Lewis, who is now a columnist with Dow Jones.

X: What was your first assignment as a reporter?
AV: I interned at The Post while I was in college, and my first assignment was about a mother who gave birth in her car on the highway while her friend drove her to the hospital. As it turns out, I went to middle school with the friend who drove her to the hospital. The first story I wrote for the paper as a business reporter was about a Santa Claus school. I had a fun time writing the piece because somehow I was able to get “macarena” and “electric slide” into it.

X: What story/stories are you most proud to have put your byline on?
AV: Pretty much all of the articles I wrote before and during the Joe Nacchio trial. It was a big story in 2007, and remains a big story for the Denver business community as well as those in Qwest/US West’s 14-state local service territory. Of those articles, the story I wrote on Qwest covering Nacchio’s legal fees stands out. I also had a fun time reporting and writing a profile on self-made millionaire Charlie Gallagher in 2002.

X: How has the local media landscape changed since Denver became a one-newspaper town last year?
AV: Clearly, the Rocky was our main competition, and the first thing reporters and editors would discuss in the morning is what they had that we didn’t, and vice versa. I think the local news stations are now our primary competitors, especially since all of them have active websites and top-notch investigative reporters. For me personally, with the Rocky gone, I no longer have to stay up past midnight every night to check their website to see if they scooped me on anything. But that doesn’t mean I’m not closely watching what the community and weekly papers are writing, as well as the national publications.

X: What pitches or story ideas best capture your attention?
AV: Pitches that draw a connection to something I’ve written about in the past, or a major event that happened recently. A Colorado connection is always key. I also like pitches with bulleted points, which just makes it stand out and easier to get through.

X: What is your idea of the ideal PR professional when it comes to helping you with your job?
AV: Someone who is responsive. I understand I’m not the only reporter you’re dealing with, but if you know it might take a while to get an answer, just drop me a note to say that you got my message so I don’t have to bug you. Because I will.

X: How has social media changed the reporter’s role in gathering information?
AV: The obvious answer is the way we find sources, whether it’s an expert for a topic or someone who would be a good anecdote for the story. Reading Twitter feeds can also help reporters find an angle to a story they might not have seen. I think every newspaper reporter should have a blog and a Twitter account. And anything else that pops up down the road that changes the way people get news.

X: How has social media changed the way you work with PR professionals?
AV: I’ve communicated casually with many more PR pros than I ever had in the past. Even though I haven’t met most of the people that I socialize with on Twitter, I generally know their expertise or the types of companies they represent, which can help later on when I’m in need of sources. And when I see an email from a familiar name, I’m more likely to read through it. And I would hope it goes the other way as well.

X: What is your PR pet peeve?
AV: When I say I won’t be pursuing the story idea, the PR person asks me, “Is there anyone else there who might be interested?” If I don’t like the idea, I definitely don’t want to push you on to one of my colleagues.

X: What’s your favorite sports team?
AV: L.A. Lakers. I was a die hard Magic Johnson fan growing up.

X: Who/what did you last download to your iPod?
AV: I think it was Shattered by OAR and Down by Jay Sean. Old stuff. I mostly listen to sports radio and my old songs in the car.

X: As a CU alumnus, what is your advice to Coach Hawkins at this point in the season? (We’re Ram fans, so we just had to know!)
AV: Wouldn’t be a bad idea to give your realtor a call right now.

Reel Hope, the perennially sold-out movie fundraiser, is in its fourteenth year. The festivities will feature the awards presentation, a JFS agency video, and a special movie screening of Summit Entertainment’s New Moon, the second installment of Stephenie Meyer’s successful Twilight romance series. Variety of Colorado, the children’s charity with its roots in the entertainment industry, provides event support and secured this year’s film.

Brent and Julie Morse will be presented with the Jack Shapiro Community Service Award for their outstanding longtime support and service to JFS and other community organizations. Brent owns several companies, which focus on acquiring oil and gas properties throughout the United States. Julie worked as an audiologist for several years and more recently worked as a bookseller at Tattered Cover Book Store.

David Friedman, president of D.H. Friedman Properties, LLC, a real estate development company whose projects include commercial and residential properties primarily in the Denver Technological Center area, will be honored with the Kal Zeff Business Leader of the Year Award.

Event co-chairs are Sheryl Goodman, and Rocky and Suzi Miller. This year’s event is also expected to be a sellout and JFS advises everyone to act now to reserve their seats. Tickets are $180 per seat and include a boxed dinner. Sponsorship opportunities are available. Information: Lynn Cooper, development associate, (303) 597-5000, ext. 365, lcooper@jewishfamilyservice.org.

Brent and Julie Morse, Jack Shapiro Community Service Award
About five years ago, Brent Morse met with JFS President & CEO Yana Vishnitsky and sought to volunteer for JFS in some capacity. “I said I didn’t want to sit on a board or fundraise, but wanted to directly work with JFS clients,” says Brent. “Yana gave me a tour of both JFS and SHALOM Denver and I decided to be a volunteer delivery driver with the Weinberg Food Pantry.” For the past five years, Brent has delivered food monthly to homebound people. “I really enjoy the relationships I’ve formed with the people to whom I deliver food, and feel that I am truly helping them since they cannot get out of the house on their own.” Brent and Julie have also generously supported JFS for many years.

In addition to their support of JFS, the Morses are active members of the community. Individually and as a couple they serve on several boards and committees, and have chaired many events.

While Brent and Julie are humble about receiving the Jack Shapiro Community Service Award at Reel Hope, Brent says, “We are happy to support and to be directly involved with such a great organization that does so much for the community. By enhancing the lives of others, we experience personal growth.”

David Friedman, Kal Zeff Business Leader of the Year Award
David and his family have a long-standing relationship with JFS. His brother, Brad, and his father, Sheldon, were past board chairs. Sheldon received the Business Leader of the Year Award in 2002. David is proud to follow in his father’s footsteps by being honored with the same award this year.

David’s commitment to JFS started more than 20 years ago. He was a member of the JFS board in the late 1980s and early 1990s. He was instrumental in many real estate decisions since JFS left the Allied Jewish Federation building in 1992. David found space and negotiated the initial lease and expansions at Empire Park on behalf of the agency. David then headed the real estate committee that was responsible for the long-range plan of purchasing and owning both the SHALOM Denver building and JFS’s current home, the Joyce and Kal Zeff building, debt-free.

David has been involved with the JFS Executive Luncheon the past few years and was a co-chair for the event last year. He also served as the emcee for last year’s Annual Meeting.

“My greatest achievement with JFS is that I was part of the committee that interviewed and ultimately chose to promote Yana Vishnitsky to her current position of president & CEO,” says David.

Photos of the honorees are available upon request.