Monday, February 19, 2007

SCOOP Seminars For The Saavy Publicists

Building A Stellar PR Team Overnight - Entertainment Publicists Professional Society (EPPS) Endorses SCOOP Seminars For The Savvy Publicist

Scoop Seminars in West LA
Los Angeles Sports Club

By George S. Mc Quade III
West Coast Bureau Chief

SCOOP delivers a brand new approach to public relations education,” said President Sandi Padnos, SCOOP, which has been endorsed by Entertainment Publicists Professional Society (EPPS). “It is designed to offer on-the-job training, condensed into a crash course of six hours. SCOOP is the way to get the junior staff up to speed immediately so that they can be contributing members of the team.”

This writer decided to check it out and see if it’s worth it. On a recent Saturday (10-14-06) we attended a session at the upscale Los Angeles Sports Club, which has valet parking and its one block south of Fox Television in the heart of West LA. There were beginning publicists to publicists with 15 years of agency experience. One of the most valuable and secret weapons to gaining a perspective on this industry that attendees come away with is a working “SCOOP Seminars for the Savvy Publicist Public Relations Skills and Techniques: Tools of the Trade Handbook.”

The handbook has 10 powerful chapters of how to become a publicist over night or start your own business. The Handbook covers the Role of Public Relations, Marketing –The Strategic Branding Process, Media Relations, The PR Campaign, PR Writing for Public Relations, PR Writing Shortcuts, Verbal Pitch, Event planning, Trade Shows and Media Training. The handbook offers a Public Relations Glossary/Terminology sections and a Public Relations Resource section that includes wire services, media directories, clipping service and industry news sources including O’Dwyer’s PR News (

“These seminars save time and money for the company, because so much of public relations is on-the-job training,” explained Padnos. “And who’s got time to teach?”

At the Saturday session Padnos talked about the difference between PR and publicity, between public relations and marketing, between marketing and advertising and promotion. “We create a comprehension of the context in which we are operating as public relations professionals,” she said on a break from the morning session.

There is an additional addendum to the handbook where journalists speak out on PR, everything from pet peeves to being a good host for a photojournalist. Participants in the session also learn about targeting calls and developing a better new sense.

Sand Padnos is an internationally recognized public relations expert whose award-winning skills have benefited numerous high-profile corporations such as The Walt Disney Company, Marvel Entertainment Corp., Scripps networks/Fine Living and Prodigy Services Corp., as well as pop culture icons ranging from Justin Timberlake and Britney Spears to Spider-Man and the Lennon Sisters. Additionally, Padnos teaches the popular UCLA extension course, Working with the Media, is Education Chair of EPPS, and a guest speaker and/or trainer at various communications industry events.

SCOOP works like a public relations trade school - companies and budding and seasoned PR Pros can learn:

  • Six months of on-the-job PR training in six hours
  • Skills that nobody has time to teach
  • What every successful PR professional needs to know
  • Key media contact development
  • Compelling messaging for top media placements
  • How to accelerate a PR career path
  • How to integrate marketing and PR strategies
  • Quantify the impact of PR team’s campaigns
  • Fast-track a PR team with time-saving tricks of the trade
  • Comprehensive PR boot camp to enhance leadership skills
  • Augment the corporate marketing agenda
  • Leapfrog the competition

One of the biggest challenges publicists face are verbal pitches to media on the phone. Padnos told seminar attendees, “chances of success of a verbal pitch are increased if it is compelling, easy to absorb and supported with written materials, visuals and executive access.” She also noted that publicists should, “anticipate questions you’ll be asked about your pitch points so you’ll have ready answers. Reduce your pitch to one or two sentences. Questions to ask your self are: What are the five W’s of the pitch? Is it newsworthy? Why should anyone care? Why this outlet?”

Independent Publicists Carole Marie, who flew into Los Angeles from Colorado, was asked about her impression of the one day seminar? Marie put this way, “I’ve always wanted to transition to entertainment publicity, move to Los Angeles some day and maybe even start my own boutique firm. SCOOP gives me the tools I need to work for a firm or build my own. It was worth the trip,” she said.

Publicists who sign up for the workshop can feel good about their purchase. Five percent of the proceeds from SCOOP Seminars are donated to The Michael J. Fox Foundations for Parkinson’s Research. SCOOP is also endorsed by Television Publicity Executives Committee

For more information about SCOOP visit or call
(310) 231-1994 for enrollment. The cost is $495, and all EPPS members receive a 20 percent discount. Even if you can not attend the Seminar, the SCOOP seminar handbook, Public Relations Skills and Techniques: Tools of the Trade, can be purchased Online for $295 (plus $5 shipping) each. (CA Residents add $24.33 tax).

MAYO PR - "We don't guarantee media, we just get it!"

Thursday, February 1, 2007

"Voice of The LA Dodgers" Vin Scully and Ed Arnold Receive Lifetime Achievement Awards from RTNA

Radio TV News Association Honors
Two Broadcasting Giants
At Golden Mike Awards

By George S. Mc Quade III
West Coast Correspondent

A Challenging Year For Broadcast News
says RTNA Pres Steve Kindred

“It’s been another fulfilling year for Radio Television News Association,” RTNA President Steve Kindred, KFWB News 980 told several hundred mostly Radio and TV broadcast journalists at the 57th Annual golden Mike Awards ceremony at the Universal Hilton Hotel, Universal City, CA (Jan. 27, 2007). KFWB took home top honors, and a Golden Mike award for “Best Newscast for over 15 min.” category.

Kindred noted that the RTNA is pursuing First Amendment challenges on two fronts.

“One, we’re examining the possibility of changing the L.A. municipal ordinance, enacted in 1970’s, which limits press passes to reporters who frequently pass through police and fire lines. Current law mandates taking another look at who gets a press pass, and by strictly adhering to this language, many if not most, of our members would no longer be eligible. Second, we have com up with a definition suitable to the RTNA Board of Directors of what constitutes a working broadcast journalist.”

Kindred noted that the RTNA legal Counsel Royal Oakes is working tirelessly to get cameras back into local courtrooms, where judges are still reluctant to allow them in the wake of the exposure that resulted from unfettered live coverage of the OJ Simpson Trial.

KFWB "Best Newscast Over 15 min."

In addition to honoring Southern California’s top TV and Radio stations journalism stories and newscasts, RTNA handed out “Lifetime Achievement Awards to Ed Arnold and New York Native Vin Scully, voice of the Los Angeles Dodgers for 57 years.

RTNA honors Vin Scully, Voice of LA Dodgers from 1950 Today

The only person who’s been on the air longer than Vin Scully is Stan Chambers, KTLA, who was present at the 57th Golden Mike Awards and who is a past recipient of Lifetime Achievement Award Honorees. Stan Chambers was also the first broadcaster to show up to the event with his wife, and commented “Yes George, I’m proud to say I’m still on the air.”

Vincent Edward Scully (right) was born in the Bronx, New York, On November 29, 1927. Growing up in the depression, “Vin” worked odd jobs to help support the family. All the while he dreamed of becoming a sportscaster, even though he’d never been to a major sporting event.

Scully took his first steps toward that dream at Fordham University, where he helped put its FM station on the air. Just before he graduate he sent out more than 150 letters to radio stations looking for a job. the only response came from CBS radio affiliate WTOP, in Washington, DC. Scully was hired as a fill-in announcer.

The sports director of the CBS Radio network, Red Barber, heard Scully, and recruited him to announce some college football games. Barger mentored Scully, giving him tips that would become Sully hallmarks, like keeping your opinion to yourself, and not rooting for the team that employs you. In 1950, Scully joined Barber and Connie Desmond as part of the Brooklyn dodgers’ radio and Television team.

In 1953, the 25-year-old became the youngest announcer ever to call a World Series. After some personnel changes Scully became entrenched as the sole “Voice of the Dodgers.” In 1957 Scully moved to Los Angeles with the rest of the Dodgers.

Over the years Dodger fans have lived every hit, run and error with Scully. His knowledge of the game, players and baseball history is peppered through every broadcast. He seamlessly weaves stories about players and the game into an inning’s worth of play-by-play. The third out is not so much the end of an inning, but the end of a chapter in a book you can’t put down.

When CBS Radio had the World Series from 1979-1982, and 1990 to 1997, Scully was the lead announcer. He did network golf coverage on TV for CBS, NBC, and ABC during the 1970’s and ‘80’s. Scully also called pro football (remember Vin Scully and John Madden?). Plus, he was NBC’s lead baseball announcer for nearly a decade, doing the “Game of the Week” as well as the playoffs and World Series.

Among the most notable moments are calling Sandy Koufax’s perfect game in 1965, and Kirk Gibson’s 9th-inning home run that gave the dodgers a come-from-behind win in the first game of the 1988 World Series. Both video highlights were played at the awards ceremony.

Next season will mark Scully’s 49th in Los Angeles. If you bleed “dodger Blue,” then you have the “Voice of the Dodgers” to thank for getting your heart pumping.

Edwin Clayton Arnold was born in Texarkana, Arkansas, Dec. 19, 1939. Rock n’Roll drew “Ed” into broadcasting. AT 14 he landed his first job on the radio in Texarkana. Later he had the chance to meet some of the founding fathers of Rock n’ Roll, including Elvis Presley. The U.S. Marine Corps brought Arnold to California in 1958. A football Scholarship at Santa Ana College got him to stay. HE eventually earned a degree in broadcasting from Cal State Long Beach. After working at several LA and orange County radio stations, Arnold joined KTLA in the late 60’s as an announcer, then sportscaster until 1975. Additionally he work at KABC-TV in news and sports and was the voice of pubic TV at KCET. In mid 1986 he returned to KTLA where he remained until 1999. In January 2000, Arnold kicked off his 6th decade in broadcasting when he returned to news and PBS, as the anchor and co-managing editor for “Real Orange” on KOC-TV.

Arnold was a long time member of the Crystal Cathedral and had been the volunteer announcer for Dr. Robert Schuller’s internationally syndicated “Hour of Power” for more than 40 years. Dr. Schuller was on hand at the Golden Mikes to help roast Arnold. Like most journalists, Arnold’s most notable news moments were born in tragedy. In 1992 the Olympic Park bombing occurred while he was preparing to anchor a satellite feed for KTLA News at Ten. Instead of reporting on the day’s Olympic achievements, Arnold spent hours feeding live footage, updates and reports back to KTLA and CNN. January, 2007, marked Ed’s 53rd year in Broadcasting.

On a final note Brian Bland, West Coast Bureau Chief, Associated Press, Los Angeles was honored for his nearly three decades of covering breaking news, everything from earthquakes, wildfires to high profile stories. RTNA presented him with a special recognition award. He and his wife Jeanette are planning to celebrate his retirement with a cruise to Hawaii. Best wishes comrade!

For more info and top winners of the 57th Annual Golden Mike Awards or about Radio TV News Association visit For Publicity Tips visit

Brian Bland and wife