True Blue Talk                       September 2012
In This Issue
Is Your News Worthy?
FemCity Tampa Bay Launches
Ask Noelle - Social Media
When Good News Happens to Great Clients


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Is Your News Worthy?
Tips for recognizing what the news media will care about


Public relations professionals get a lot of requests to write press releases. Before taking on the assignment, a true PR pro will ask the following question: What's newsworthy about it?


The goal of companies writing and distributing press releases to the news media is to have the content result in a news story (a.k.a. "publicity"). To be effective, PR practitioners must think like a reporter, keeping in mind that a reporter is thinking like a news consumer (i.e. their readers, viewers or listeners).


So, recognizing the newsworthiness of a press release topic and packaging that information in a way that will be compelling to the end-audience is a key component of successful media relations.


The following are a few factors that determine the newsworthiness of events, personalities and ideas:

- Timeliness - News that's immediate or recent

-  Impact - News that's likely to affect many people

 Prominence - News involving well-known people or institutions

-  Proximity - News that is geographically or emotionally close to the reader, viewer or listener  

-  Conflict - News about discord or strife

-  The Unusual/Celebrity - News that is strange or novel


For real-life examples of newsworthy events that have received news media coverage recently, read "When Good News Happens to Great Clients" below.
National Professional Women's Organization Launches in Tampa Bay

Tampa Bay has a new networking organization focused on helping established and up-and-coming businesswomen succeed. Not just another "pass-out-your-business-card" networking group, Femfessionals is comprised of positive, highly-driven professional women who support one another and work together to better their community.


Femfessionals launched in Tampa Bay with a Connection Event on August 15. Thirty-five professional women attended the sold-out engagement at Seasons 52.  


The highlight of the event was guest speaker and prominent business leader Heather Kenyon, CEO of the Tampa Bay Technology Forum. Her presentation included the importance of playing to your strengths, being genuine, and being open to change.


From left to right: Tina Bivins, Noelle Anderson, Christina Thompson, and Alicia Koepke. Click 
here to see all event photos. 

"The event was a huge success; the positive energy in the room was contagious," said True Blue Communications' Noelle Anderson, APR, who is President of Femfessionals Tampa Bay. "I'm very proud of our fantastic leadership team for working so hard to build what I know will be a powerful resource for professional women in Tampa Bay."


Visit or email Noelle at for information about joining Femfessionals, or partnership/sponsorship opportunities to get your business' name in front of this very targeted group of professional women.


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Connect with Femfessionals in Tampa Bay:

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Ask Noelle 

Q. Should my company be using social media?


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Do you have a burning PR or marketing question? E-mail us, and you may see the answer in a future True Blue Talk!

GoodNewsGreatClientsWhen Good News Happens to Great Clients
Summer has been a busy time for True Blue Communications clients in the news. Here are a couple examples, and to what we attribute the success.

"Strike Out Gray, Tampa Bay!"

Through the good fortune of partnering with Mobile Marketing Enterprises, out of Atlanta, True Blue Communications had the opportunity to work on Just For Men AutoStop's "Strike Out Gray, Tampa Bay!" campaign, in partnership with the Tampa Bay Rays.


Serving as the public relations arm of the campaign, True Blue Communications leveraged the positive impact the program would have on the three local Little Leagues competing to win part of a $12,000 prize package to improve their parks.


Community news outlets such as and local editions of the Tampa Bay Times and Tampa Tribune were particularly interested in the human-interest aspect of the campaign. (See an example here.)


Ugies Smokin' Good Seafood
Ugies, a quick-casual seafood restaurant, opened in Palm Harbor this spring. Playing up the unique concept, the fact that it's owned by a Tarpon
Springs family and the owners' long and successful track-record in restaurant franchising, True Blue Communications was able to garner extensive news media coverage surrounding its grand opening in May (here are highlights).

In addition, when Ugies owner Dave Ulgenalp expressed his interest in opening a second location, True Blue Communications pitched this story to reporters who have shown interest in covering growing franchises. The Gulf Coast Business Review published this feature last month.