I want to write a piece about CEO cyclists.   Well, they don’t really have to be CEOs … but people who you wouldn’t necessarily expect to commute by bike.  Not the leaders of green technology companies.   Not those who’ve been involved in cycling advocacy, or are known in the bicycle or transportation policy worlds. Commuting by bike is definitely unusual among their work colleagues.

I’d like to write a profile where I interview 8-10 people who commute to work by bike, and who work in environments where this is definitely the exception.

They might not wear gear that says I am a cyclist. They might not have shower and changing facilities and company-financed secure bike parking.   But they might.

Do you have any ideas?

Who should I talk to?

Photo by jaymiek

The chief executive of Institute of Communication Agencies Gillian Graham once argued that weak economic times are the worst time to cut advertising spending:

“It has been proven that those who cut spending in these times will exacerbate their revenue challenges and ultimately, lose share.”

As with any statistics and most research, results are interpreted.

What the studies referred to above don’t do is compare revenue results if time and money is invested in advertising, versus less money invested and energy put toward getting free editorial.

In tough economic times, I’d argue, some of the advertising budget can be much better invested in publicity efforts. For far less money, clients can get more column inches, more airtime, more online presence and more visibility.

To get massive publicity coverage, you need:

1. someone who’s a huge media consumer, across all media
2. a kickass, current media database
3. a ‘hook’ – why this story now? why should readers/viewers/listeners care?
4. a high-level (ideally, top) person who:
   • will make significant time available to do media interviews, and will be willing to prioritize last-minute media requests for the length of the campaign push
   • is a ‘good talker’ – articulate, energetic, can speak concisely, uses anecdotes/storytelling, and can translate more complex topics to layperson language
5. someone other than your interviewee, to be the ‘pitch’ person
6. great-quality visuals, minimum 300 dpi for most newspapers
7. most of the publicity effort going to crafting individual media pitches
8. a media relations professional who:
   • has created and executed many campaigns
   • genuinely believes in the cause, the event or the product that they are pitching
   • ideally has worked as a journalist or producer themselves

In tough economic times, directing money to free editorial via publicity is the route to go.

photo by Altemark

Bridge to a Cool Planet

Call out for strong action to reduce the pollution that causes global warming by coming out to Bridge to a Cool Planet (Vancouver’s contribution to the International Day of Climate Action) on Saturday, October 24. The event kicks off in the northbound lanes of the Cambie Bridge at noon with Vancouver’s mayor, Oxfam ambassador Christina Ora and others.   At 12:30 pm, a parade will go from the bridge to Science World for more celebration from 1 to 4 pm.  There, there will be an eco/green business fair, two performance stages with bands, bhangra and other acts through the day, and 350 salsa dancers for three hours in the gazebo.  From 7pm, there will be public discussions and and speaker events downtown.

In this video, Vancouver’s mayor summons citizens to come out and add to the strength of the message.

One excerpt:

“Vancouver shows again we are serious about climate change and turning the corner. [...] We want to have the biggest and loudest demonstration here in Vancouver to make our voices heard for the whole planet — and make sure that national governments step up and do their part for climate change.”

The Canadian Social Economy Hub (CSEHub) is inviting proposals for research scholarships from practitioners and students under 30 years old who are working in the Social Economy.

This scholarship program is intended to promote original research by “emerging leaders” in the Social Economy that will advance knowledge for the sector, and enhance the capacity of successful candidates to further strengthen the Social Economy in academic and practitioner sectors in Canada.

The Program will provide scholarships of up to $3,000 per recipient towards salary replacement, national/international travel, or other actual costs of conducting research and producing a research report for publication by CSEHub.

Deadline for proposals is September 15, 2009. For more information, or to submit a proposal, e-mail secoord@uvic.ca, or visit www.socialeconomyhub.ca.