The New Press Release

May 2010

by Bruce Lewis, Lewis & Summers PR ews or press releases have been around since … well … forever, it seems.

N in inverted pyramid style (the lead or nut graph — on top and other details below), they Written
were intended for reporters and editors. A punchy, attention-getting lead, you hoped, would grab the editor’s attention and result in publicity. They were the gatekeepers, so to speak. Today, with websites and social media, we deliver our message directly to consumers. How does the press release fit in? The new press release contains key words and live links to websites, Facebook Twitter, video and photos -- all designed to give your information prominence in Google searches. When a potential customer or information consumer searches key words, your news release appears with those links. Hopefully, the links bring them to you. You still have to write an attention getting lead and headline, but now you need to load it with relevant links and keywords. These are referred to as SEO (search engine optimized) press release. News distribution services like PRNewswire, BusinessWire, PRWeb (online writing guide) or Marketwire (key word analyzer) Our greeters, Amabassador Diana Scholl with CV Starr Voloffer samples and, PRNewswire and Busi- unteer Anna Gladstone at the 6th Annual Showcase Mixer nessWire, both have editors who can help at CV Starr. you optimize your release. For PRN and BW, you pay around $100 annual fee, but it’s well worth it. Then anytime you want to send out a release, you sign on, upload the release, and pick a distribution circuit, such as “all California media.” Within an hour, the release hits all radio, TV and print media in California ($220) and more than 4,000 websites, portals, blogs, and social media sites. These services also provide reports so you can find out who has looked at your release and where it appears on the web within just a few hours. The release should also be published in your website newsroom. The news release, which has long been an important arrow in your promotional quiver, still is. It’s just taken on new form. Bruce Lewis is a principal with Lewis & Summers Public Relations and was a newspaper reporter for 7 years.

From the Desk of...Debra De Graw, CEO

Page 2 • May 2010


he Mendocino Coast Chamber of Commerce has been busy with many projects and community concerns. As a regional Chamber on the coast our work spans the coast. As you know the Chamber was helping the business community of Mendocino seek a sustainable solution for the impending closure of the public restrooms at the Ford House Museum and Visitor Center. Many business people, residents and organizations made donations to help keep the restrooms open for a few months after we learned in October that the restrooms were to close November 1, 2009. It was then that a Restroom Task Force was organized to help find a solution to keep the restrooms open. Meetings were then held with County Board of Supervisors Kendall Smith and David Colfax, along with then County Assistant to the C.E.O. Carmel Angelo, to address the possibility of the County funding the public restroom. As of April 1, 2010 Acting District Superintendent Morgan Zeitler announced that while the budget situation had not improved, they were able to pick up the entire upkeep until the new fiscal year begins July 1st. If the 2010/2011 allocation is again greatly reduced, they may ask for more assistance, but hope not to have to. Another project that the Chamber is assisting with is the countywide shop local, think local, be local campaign, MendoLoco. The Mendocino Coast Chamber has adopted this logo and message for our own Shop Local campaign. As a part of the Shop Local campaign, the Chamber is pleased to welcome grassroots organizer and speaker Cinda Baxter to Fort Bragg. Cinda founded the 3/50 Project and will be touring through Northern California this June. The Chamber is organizing and reserving seats for this speaking engagement at Town Hall in Fort Bragg. June 3, 2010, 6-8 p.m. Hosts include: The City of Fort Bragg, the Fort Bragg Promotion Committee, West Company, the Mendocino Coast Chamber of Commerce, Mendocino Coast Economic Outlook Committee, Mendo Lake Credit Union, Sport Chrysler Jeep Dodge and The Coast KOZT FM. If you would like to attend this very special event call the Chamber to reserve your seat, 707-961-6300. Seating is limited for this event so you must reserve in advance. Call before May 26, to reserve your seat. For more information on Cinda and her great work go to The message is simple. In other news, the Mendocino County Film Office, housed at the Mendocino Coast Chamber, just returned from promoting our county at the Association of Film Commissioners International Locations Trade Show. Film Offices from around the world were in attendance promoting their locations to about 3,000 film professionals. Mendocino County Film Office joined the Film Liaisons In California Statewide and the California Film Commission in the California row to promote our locations and the Film Tax Incentive to the world. We have already received some location requests from the leads at the show and are working to bring their funded projects to our county.

HomeMade Publications… We get the word out.
• Mendocino Travelers Guide • Mendocino Real Estate Guide • Erina Reeves • 937-3565 •

Chamber Announcements
Nominate your Neighbor

Page 3 • May 2010

The Mendocino Coast Chamber of Commerce encourages you to nominate your neighbor and/or favorite community business. Each year we present community and business awards for; Business of the Year (Over 25 employees & Under 25 employees), Volunteer Citizen of the Year, Beautification/Preservation (Business & Residential), and a Sustainability Award. We need help from the community to put a spotlight on these unsung heroes. Is there a business on the coast that has gone above and beyond to give great customer service? Or a business that gives opportunities to those in need? Do you know of an individual or group that has given endless amounts of time to local causes or organizations? Has someone done a complete restoration of a historic home or just beautified the eye-soar in the your neighborhood? These are the people and businesses we want you to nominate. Recipients are given recognition for their hard work and dedication to our coastal community, at a celebration to be held in June. Nomination forms and details can be picked up at the Chamber office (217 S. Main Street, Fort Bragg) or downloaded from our website ( Deadline for nominations is Friday, May 21, 2010. For more information contact us at 961-6300

Debbie Perkowski chats with a guest at the Showcase Mixer.

Want to know what happening on the Mendocino Coast...check out our Calendar of Events!

Save the Date
Summer of ‘42 Celebration Aug. 28-29, 2010

Peters Painting
Rates for Chamber Members Commercial or Residential Ask for Lloyd Peters (707) 513-6276
CA Lic# 882523
Fort Bragg Realty

Barbara D. Clark
Broker / Owner

809 N. Main St. Fort Bragg, California 95437 Business (707) 961-1111 Fax (707) 964-3402 Website E-Mail
Each Office is Independently Owned And Operated
Office 2004 • • 707.961.6300

Welcome New Members
Romero Process Service Rebecca Romero PO Box 1193 Mendocino, Ca 95460 937-3446 Ocean Protection Coalition Char Flum / Vice Chair 310 N. Harold St. Fort Bragg, CA 95437 964-5035 Handley Cellars Milla Handley P O Box 66 Philo, CA 95466 895-3876 Fort Bragg Grange # 672 Cee Cauckwell PO Box 88 Fort Bragg, CA 95437 964-5140

Page 4 • May 2010 We can meet all your process serving needs along the entire Mendocino Coast from Rockport to Gualala. Serving attorneys,insurance companies, property managers, private citizens and others. Fast reliable, professional, confidential service. Expedited and same day service available. Ocean Protection Coalition is a group of local people devoted to ocean protection. They are a recognized 501 c3 non-profit organization. Handley Cellars Winery and Vineyard is located at the northwest end of California’s Anderson Valley. Visit the tasting room to sample fine wines amid the splendor of Handley’s stunning collection of world folk art. Bring a picnic lunch and enjoy the beautiful views. We are a community service organization. We espousegrassroots, family and community projects. grange community breakfasts are held on the first Sunday of each month. We also handle ISE Exchange Student placements.

Save the Date
3/50 Project Speaker - Cinda Baxter June 3, 2010 • 6-8pm • Town Hall, Fort Bragg Seating is limited, call to reserve 961-6300
North Coast Plumbing, Heating, & Sheet Metal INC.
Residential - Commercial Over 150 Years Combined Experience 161 N. Main St., Fort Bragg, CA 95437 (707) 964-2783 ~ (707) 964-4127 Contractors License #375855

Joe P. Moura Construction Company
Builder since 1968
•Residential •Custom Homes •Commercial •Remodeling •Vinyl Siding •Vinyl Fencing •Plans & Permits

We B u i l d I t B e t te r !
18200 North Hwy 1, Fort Bragg 707-964-4177 email:

General Engineering & Contracting Lic. No. 37895

Chamber Mixer

datE: Thursday, May 20, 2010 tIME: 5:00-7:00pm loCatIon: 8205 N. Hwy 1, Little River RSVP: 937-0083 Savor hors d’oeuvres and outstanding Esterlina varietals at the Glendeven Inn & Wine Bar[n]. Come and enjoy this unique Mendocino Coast experience. Don’t Forget your Business Cards!

Esterlina Vineyards at Glendeven Inn & Wine Bar[n]

The Mendocino Coast Chamber of Commerce Invites you to attend a Chamber Mixer at:

Sponsored By:


Including Fort Bragg, Mendocino, Cleone, Westport, Rockport, Little River, Albion, Navarro, Elk, Manchester, Sea Ranch, Point Arena and Gualala PROCESS OF SERVICE FOR: SUMMONS COMPLAINTS SUBPOENAS WRITS EVICTIONS



On-The-Job Training

On-The-Job Training is one of our most popular business services. It is a program designed to help you offset the costs associated with training a new employee.

How it works:
Employers are compensated up to 50% of the training wage during the OJT – for a period of up to six months. This means if you hire an individual through an OJT, at $15.00 per hour, 40 hours per week, at the end of six months, you will have saved $7,800!!
Mendocino Works has served over 5,200 Mendocino County residents this year. People with great skills who are ready to go to work for YOU!

Mendocino County Employers: Make Us Proud - Hire A Veteran!

We are recruiting for Board Members at MPIC,INC. Call Judy Armstrong at 467-5915 for more information.
310 E. Redwood Avenue Fort Bragg, CA 95437 Cindi Hood at 964-7621

221 S. Lenore Avenue Willits, CA 95490 Evelyn Hayes at 467-5903

631 S. Orchard Avenue Ukiah, CA 95482 Stacey Caico at 467-5919

North Coast Plumbing, Heating, & Sheet Metal INC. Residential - Contractors License #375855 Commercial

Over 150 Years Combined Experience 161 North Main Street, Fort Bragg, CA 95437 (707) 964-2783 ~ (707) 964-4127

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