This week, Massey Media was announces it is a Live Green Spot. It is a great moment for Massey Media, for Live Green members, and for environmentalism. This certification is testament to the fact that one can run green, socially responsible businesses and, despite many myths, still be successful.

But then that got me thinking… I had never heard of green PR! I knew a restaurant could be green and a yoga studio could be green, but I wasn’t exactly sure how a PR company — even one run by some of DC’s most fabulous media specialists — could be green. After 10 weeks of interning with Sarah and Lacy at Massey Media, I was truly beginning to understand what went into making a successful PR campaign, how much time and effort was required for this job and furthermore, how Massey Media functioned. All that said, I still couldn’t quite figure out what green PR was; I knew some research was in order.

In doing my research, I found a number of websites had specific thoughts on green PR; most of them agreed that it had to do with what kind of paper one used and which environmental organizations they worked with. For example, if fifty percent of their clients were people working in the environmental movement, they could be considered as green. A few other websites put forth the idea that green PR had more to do workplace practices and habits.

While I thought all of those were valid ideas and thoughts on what green PR was, I can’t say I felt quite satisfied by those explanations. Something about them seemed a bit superficial to me. I mean, don’t get me wrong: anything, big or small, that is done for the environment is fantastic, but I suppose I was expecting something else, something more substantial. Needless to say, I didn’t quite find the answers I was looking for on the interwebs.

So with that, I decided to look internally: I knew both Sarah and Lacy were vegetarians, I knew they both didn’t own cars and rode their bikes to work and I knew they both were very passionate about the environmentalism. When it comes to working with clients, they are truly about empowerment, they share the tools of good PR so that others may benefit. They regularly give workshops to young people and off free talks about how to do PR for social change. Furthermore, rather than having their own private office space, they decided the company headquarters would be at the Affinity Lab, an shared-spaced business cooperative in which many businesses share bathrooms, kitchens, copier and fax machines, desks, and conference rooms. This was truly the epitome of green business practices.

After I processed all of that information, I came to the conclusion that green PR was really more about intention and practice rather than about the kind of paper one uses or what percent of your clients are environmental. Mind you, Massey Media does most things electronically and thereby saves many trees, but Sarah and Lacy go a few steps further. They bike to work everyday (Lacy even bikes in the winter months!), their eating habits are green and environmentally friendly, their homes (and personal lifestyles) are green. Most importantly, they have a strong intention to promote and support like-minded environmental activists and organizations.

To me, Massey Media is the epitome of green PR; not only do they use and incorporate green practices while at work, the try and succeed at incorporating those practices and fundamentals in their personal lives as well. Green PR is about being an active part of the environmental movement, checking in at home to make sure you’re living green, and supporting the movement to grab more headlines and attention. In this way, the intention of the PR work is always about empowerment both for the clients and the company. Ultimately, it’s about shifting the media landscape to move to a place of featuring the good work to make the world a healthier place for all of us.

(Here is an Afro American story that illustrates it all: http://www.afro.com/sections/news/washington/story.htm?storyid=2120)

My BA is in International Studies and Geography, and I went exploring in Mexico and Europe to better understand human systems. What you might not know about me is that I hold a Masters of Urban Planning (MUP) with a concentration in transportation and environment from Hunter College. Hunter College is a university rooted in social justice, and the MUP’s focus is bringing public services, health, and equality to under-served communities. My degree taught me to both plan for public transit and to take an advocate role with government to access the needed support and funds. Everyone knows public transit is better for the environment and helps people with disabilities get around, so why can’t we have more of it?

With that knowledge, I worked as a transit riders advocate with the Permanent Citizens Advisory Committee to the MTA, the country’s largest transit system. I rode the rails and studied bus lines. I worked with passionate people who wanted public transit to be the best it could be for what they saw as the capital of the world. At work, I met a group of community organizers from Harlem, WE ACT for Environmental Justice, who were fighting to make sure that transit would have only positive impacts for the community. I felt compelled to help more directly. We championed the “If You Live Uptown, Breathe at Your Own Risk” campaign that brought clean air buses to NYC and also DC. Later on, my passion for working on rights campaigns took me to the labor movement at the National Employment Law Project and the AFL-CIO, where I advocated for better, healthier working conditions for all workers. I see myself as a connector between the two movements: I am both green and blue.

As a New Yorker, I’ve always loved public transit, walking through cities, and I know how to live with a small footprint. DC allows me to also live near green spaces and access bike trails and local farms. I buy used and recycled clothing and products whenever I can. I’ve never owned a car and I hope I never have to. I have four wheels: a mountain bike and a road bike.

my road bike with spray paint

My professional and educational experiences, along with my personal values, have informed my choices for running my own company. As a business owner and a boss, I want the best for my staff, our clients, and everyone we impact. We empower our clients to have strong voices for a positive vision of the planet. My team has flex time and a communal workspace to make the work life more healthy. We are dedicated to reducing waste on the job. Being a business owner offers a special opportunity for leadership, and I strive everyday to be a good role model. I serve on the Board of the DC Employment Justice Center and I am the founder of the Fabulous Women Biz Owners DC, a group for support and networking. I am proud to exemplify what it means to be both environmentally and economically sustainable. I hope others get on board.

Making Massey Media a Live Green spot and being an environmentalist, a community organizer, a labor activist, a vegetarian, and living without a car, wearing recycled fashion, and buying produce direct from a farm are all the big and little choices I make everyday to show my commitment to a better planet for all of us. My mom and dad, who are also social justice advocates, taught me that fulfillment comes from doing generous work and living with integrity. I try to follow in their footsteps, and I pay homage to my parents by giving the company our family name.

Do you know Chispa? chispa: what artists + organizers + change agents are thinking + dreaming + doing
Join Sarah Massey this Thursday night at 7:00 PM at The Fridge. She’ll be talking about how to make headlines for social change and the arts. The fee for the event is only $5.

The Rivera Project Launches with Style
Those of you who have followed Massey Media’s almost five-year evolution know that we love social justice and we love the arts. What could we love more? A new non-profit and art show celebrates the intersection of arts and activism. Launched this June with the show “Arts in Crisis,” the Rivera Project’s vision is to bring the arts community and activist communities together to support each other’s efforts. Read more in this front-page story from the Washington Post Style section.

Do you want to make headlines in DC? Call on Massey Media.
Recent press results for our clients:

* 6/23/10, Washington Post, Cesar Maxit, Graham Boyle, other Artists Inspired by Community Activism
* 6/15/10, WAMU, Environmentally Conscious Consumers Catch A Break
* 5/20/10, WTNH, News8, Red Cross Workers Strike
* 5/11/10, Washington Post, Ernest J. Gaines’s ‘Lesson’ Prompts Teens to Grapple with Stark Realities

Passion, Persistence & Expertise

As you embark on your PR journey, there are a few essentials you must have to ensure success. One of the most important tools you must have is a smart press list. To compile an excellent and practical press list, there are a few things you must think about.

Why Do You Need a Press List?
The answer to this question might seem obvious, but it’s actually more multifaceted than you might imagine. In today’s world, everyone is so connected and informed about a variety of different issues and events. Despite everyone being so interconnected, establishing a link with these individuals can be quite difficult. Without going through the right channels, it can be next to impossible to reach a large audience. The press, however, is that direct link between you and your audience. By placing yourself in the press, you will again access to the ever-growing network that exists in the world outside of your immediate social network. If placed properly in the press, you’re audience can grow exponentially.

Who and What Is Your Target Audience?
Who is the audience for your message is an important and significant part of your press list. Without understanding who and what your target audience is, it can be very difficult to build a following and establish yourself in your particular field. The reason this particular piece is so important is because it will help you figure out where to direct your focus. For instance, if you were DC’s youngest (and most talented!), electronic rock band, you’re target audience might be teenagers and young adults who listen to electronic rock and similar genres. With that in mind, you’ll want to seek out outlets that have that following. You’ll want to seek out press placements in teen or music magazines and other similar outlets. Granted, being on Fox News in the middle of the day might be a great feat, but if your target audience isn’t watching, what’s the point? Being able to hone in on your audience, capture and maintain their attention are the goals of public relations and, more specifically, a press list.

Last, But Certainly Not Least…
There are always a few logistical aspects to these processes. You must think about the geographic area when building press lists. If you’re touring in and around Baltimore, find news outlets that cover that area. As mentioned before, it’s great if you’re in the press in California, but when promoting for an event, you want to make sure that you’re target audience (in this case, the audience in a particular area) sees your message.

Also, remember the world of press and media is much larger than you think. Today, people are accessing their news from more than big television networks. Blogs, independent news outlets, and radio are also big sources of information for the masses of today. Seek out media sources in places that you might not normally. The bigger and broader your network, the more potential you have to gain a larger audience.

And always remember, the team at Massey Media will build your press list, if needed. Massey Media puts together the perfect package for your public relations needs. We have the passion, persistence and expertise to make your dream into a reality!

- Hilary

I live in Adams Morgan and I have an office here. I love my neighborhood, and I am worried that the short term sidewalk construction will hurt our local businesses. The idea posed by the BID is to do something with innovative lighting, both to celebrate Adams Morgan is an evening destination location and that’s when the construction will be halted. What would you do?

Check out my little video about the construction plans and also hear from our community about creative ideas for lighting up the street to attract people during the construction. Have an idea to light up Adams Morgan?

Have an idea? Please comment here or get in touch with the Adams Morgan BID.

- Sarah

We’ve seen a troubling trend in the news industry lately, which is that newsroom budgets are shrinking. Photojournalists are getting cut. Don’t be a victim of the disappearing newsroom: supply your own photos to accompany your great story. At Massey Media, we work with talented photojournalists who help us capture the news and share with editors. Remember, not only can photos help you garner press coverage, you can use them on your website and newsletters. Sarah Massey is a photography hobbyist and her client photos have appeared in the Wall Street Journal, the Washington Post, and the Dupont Current. Need a great photo? Call us and we’ll help you find the right pro to tell your story.

Write Your Sales Leadership Story

Join us for a two-session workshop from PR Expert Sarah Massey and Executive Coach Carolyn Butcher. Bringing a combined experience of over 30 years in sales, marketing, and public relations for corporations and non-profits, the workshop leaders offer you a creative learning environment. You will build your capacity and be empowered to use storytelling techniques for persuasive communications.

Storytelling is the language of leadership. Crafting a business story of value, relevance, differentiation, and as a strategic resource is a sales leadership story. In these master classes, you will learn the elements of sales storytelling and sharpen your leadership ability to tell your business story to your client. You will engage your clients from the first interaction to final business results. You will receive tips, tools, and time to identify strategies and steps to increase efficiency in sales and business operations and practice telling your story in ways that will delight your clients and enhance the overall client experience.

May 10: Part 1 – What’s Your Sales Story?
May 24: Part 2 – What’s Your Sales Process?
Time: 7 PM – 9:30 PM
Investment: One Session: $75, Both Sessions: $125
To enroll: info@massey-media.com

What past participants have to say…
“Carolyn and Sarah are world class storytellers and trainers,” - Chris Bradshaw, Executive Director, Dreaming Out Loud

“Sarah and Carolyn’s storytelling for sales is an invaluable workshop. I have been using their presentation for hours and hours over the past few days to help me build my vision for a new client services package!”- Mike Doyle

Do you want to make headlines in DC? Call on Massey Media.

Recent press results for our clients:

• 4/28/10, The New York Times, Labor Protests Test Egypt’s Government
• 4/23/10, ReadySetDC, Open Up! Preview of the 52 O Street Open Studios
• 4/21/10, BBC News, Murals Changing the Face of Washington DC
• 4/10/10, Washington Post, Going Out Gurus

For many years, I have worked in immigrant rights and have supported laws that make it easier for immigrants to be a part of society, such as getting a driver’s license. When one group of people does not have the same rights as the majority, they will be exploited. Right now, workers across the country are getting paid less than minimum wage because their employers threaten them. Today in Arizona, people are afraid to call the police, which means criminals have free reign. It’s unjust, unfair, and dangerous for all of us.

We applauded U.S. Rep. Luis Gutierrez (D-Ill.) who sat down in front of the White House in an act of civil disobedience and was arrested to show his support for immigrants.

From The New York Times coverage:

Mr. Gutierrez was handcuffed behind his back with plastic cuffs by the Park Police, and he walked in silence when an officer led him away along the black wrought-iron fence in front of the White House. Among others arrested with him were Jaime Contreras, director for Washington, D.C., of the Service Employees International Union; Joshua Hoyt, Ali Noorani, Deepak Bhargava, and Gustavo Torres, leaders of immigrant advocate organizations; and Gregory Cendana, president of the United States Student Association.

- Sarah

In addition to making headlines, we’ve already empowered hundreds of communicators this spring in our storytelling and media training workshops. We trained mountain justice activists, the owners and members of the Affinity Lab, low-wage workers with the DC Employment Justice Center, and local leaders who took our story telling workshops. Last week, we spent an afternoon with the O Street Studios artists preparing for their forthcoming art opening. Here is one of handouts written by Sarah Massey on how to reach your target audience through media relations.

DC Venture Summit & Startup Job Fair
Join Massey Media at the Affinity Lab this Friday night at the DC Venture Summit & Startup Job Fair. This event will feature presentations on some of the most cutting edge entrepreneurial concepts by leading area startups, as well as provide great networking and a Startup Job Fair. As a public relations veteran, Sarah Massey will be giving a talk on how Massey Media recently overcame the challenge of a shrinking traditional media. She will also share insights on how the press and producers view stories and strategies for getting your message out by making news. The Summit is a laid back atmosphere targeted at connecting startups, investors, and stakeholders and providing a forum for discussing the latest and greatest in entrepreneurship. RSVP here:http://dcvs.eventbrite.com

Recent press results for our clients:

• 3/2/10, Almasryalyoum.com, Egyptian workers protest privatization
  
• 3/12/10, Washington Business Journal, Still Point moves offices in Takoma Park
  
• 3/25/10, Arlington Connection, Two-for-One Theatrical Event This Weekend
  

Please call Massey Media at 202 445-1169 to make headlines or participate in a media training. We hope to talk to you soon!

Power Pirate, DCs Youngest Electronic Rock Band, Sacrifices Family Life for Completion of Debut Album

[Washington, DC] — Power Pirate, DC’s youngest electronic rock band, is releasing its debut album titled Plane Ticket on April 10 at the U Street Music Hall. The three-piece group, all between the ages of 15 and 17, wrote, recorded, produced, and designed the art for the 11-track album themselves.

Power Pirate’s first record depicts the difficulty of family separation, and having to choose between pursuing a dream and a family life. Emily, the lead singer and guitarist, gave up living with her family in order to complete Plane Ticket. Her dad had to take a job in Brussels, Belgium, and moved there from DC in August, 2009 with her older brother. In the song “Night Drive,” she shares her personal reaction to the separation:

…The headlights hurt my burning my eyes.
They won’t be coming back this way again.
We’ve lost them. There’s no going back…

The cover of the album, a picture of a young girl succumbed by the powerful scenery of the sun setting behind the Washington Monument, emphasizes DC’s importance to Emily and the rest of the band. The three grew up in the DC area, and are keen on being a part of the DC music scene.

Power Pirate is a three-piece electronic rock band from Washington, DC formed in the fall of 2007 by Emily Pakulski (vocals & guitar), Michael Garate (keyboards), and Annika Monari (drums). The three met when Annika and Emily hosted an informal session to meet new musicians. Among them was Mike, who stayed with them with the goal of creating original music that fuses innovation and traditional musical theory.

The band is determined to employ a D.I.Y. (Do It Yourself) philosophy by recording and producing their music at home, which is available on iTunes, as well as doing all the graphic design, photography, promotion, and booking themselves. The members make a strong effort to spread their spirit of self-help to other artists.

Since their formation two years ago, Power Pirate has found its place in the DC/MD/VA music scene through catchy melodies and complex instrumentation. The group has played at popular local venues such as the Black Cat, the DC9 Nightclub, the Rock and Roll Hotel, the Fort Reno summer concert series, and many more. Inspired by modern artists such as Muse, Infected Mushroom, and Daft Punk, this trio fuses 80s-styled techno synths with hard-rock drum beats and guitar riffs to create the new, uncategorized genre unique to Power Pirate.

The band won third place overall in the finals of a national teen battle of the bands in Anaheim, CA in January. Over 200 bands from all over the country were narrowed down to 10 finalists for a live battle of the bands at the 2010 NAMM show. Emily earned ‘best guitarist’ and received a new guitar, while Mike also took home top honors in his instrument and was presented with a new keyboard. As medalists, $1000 in grants were distributed between the band members’ high school music programs to spend on new music equipment.

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To get a preview of the album for reviews, please contact Sarah at Sarah@massey-media.com

Submissive Heartthrob by Brad Ulreich

The press list for a DC artist with a local event should include the Washington Post Going Out Guide, Washington City Paper calendar, Art Beat at WAMU, and popular blogs like FreeinDCBlog and websites like BrightestYoungThings. These are key to getting the word out and getting seen here in DC. A coveted review in the Washington Post will bring you new fans, but that slot is highly competitive.

read it all here in Sarah Massey’s column for the Pink Line Project.