I have a new job and a great new project.
It’s centered on this web community:
JavaBlackBelt.comIts founders are:

(L) John Rizzo; (R) Nicolas Brasseur
Gosh it’s fantastic to have great-looking guys to work for. PLUS, they’re wickedly smart developers and professors, AND cool, yet ÜBER SAVVY managers. Sorry ladies, they’re both taken. But if you are organizing a conference about Java or related technologies, like, Hibernate™ and Spring™,
these are your guys: easy on the eye, charismatic on stage and who will
"Wow" you with their spitfire wit and intelligence! (So send me
an email...)
I have a fabulous project to roll out for them. Of course I CANNOT share it here. (Until it’s time.)
However, as I list ideas, make plans, develop media contacts, and write various "stuff" for it, I am reminded of the first big thing I did at my communications job in New York City when I was working with a major (
Fortune 500) media publisher.
It can’t be
googled- well not without A LOT of query-word combos (Thanks for finding these, Simon!) It's on the The New York Times TimeSelect Archive:
"Reigning Cats and Dogs". And mentioned on the US-Israel Embassy website:
Politics in Sports and Pets: In an effort to determine who sports fans want to win the presidency, ESPN, America's total Sports Network, has developed a political poll of avid fans, categorized by the four major sports -- Baseball, Football, Basketball and Hockey. Their figures show that President Clinton leads Bob Dole in all sports. For pet lovers, will this election go to the cat or dog? Both Socks the cat, the nation's first pet, and Leader Dole, Bob Dole's pet Schnauzer, have web pages. There is even a place to vote for your choice of first pet. Currently, Leader Dole leads the incumbent, Socks, 51 to 48 percent. - (
Link)
In 1996 we didn’t have Google. We also didn’t have blogs, P2P, “ET CETERA(TI) …” Those were the days I had to pay a company to send my news "to the wire” - now commonly known as the
Internet. Okay, I’m exaggerating a little. The publishing company I worked for, although still cash-fat from the 1980’s, didn’t have a strong technical team that was savvy enough to do this in-house. And I didn’t mind. I could threaten a supplier with “no payment” if they didn’t transmit my news releases when and to whom I demanded. Try threatening a tech guy – especially in those days when people thought someone who could give you an email account, make a button with a JavaScript rollover - or better still - an animated gif, was one-step away from being Harry Houdini. (It's hard to imagine now how we survived without Flash, Flikr and iPods.)
So, I had this idea, based on the upcoming U.S. Presidential election, tied in with domestic pets and two magazines that had abyssmal circulation numbers. I told my awful boss - who was always wired out of his mind on
Phen-Phen (direct quote: "If I die, at least I will be thin.") He loved the idea and swiped it from me - which was not a surprise. "Dread Valid" - his secret nickname that I discovered as an anagram of his full name - was the person who would have the power to get the budget, so I had to acquiesce. Naturally, he "let me" do all the work and make the important decisions. At first I didn't get any credit for the idea, but I could control the budget and how it was rolled out. (And prevent him from spending the majority of the PR budget in chic Manhattan restaurants “for business purposes.” This was already where the larger part of my, unallocated-to-me, salary was spent.)
It would be rude to add a link about Dread Valid, a guy who “accidentally” joined the Rev. Sun Myung Moon’s cult in the 1970’s - before the Reverend became revered by the Capital Hill right-wing, so I won’t. [Sidebar: I found that webpage about his controversial "cultage" years after I had left that job, NYC AND the country. And it explained a lot about why he was one of the worst managers I have ever had in my career in NYC. Incidentally, the bad managers - in fact worse than Dread Valid - on this side of the pond, just completed an IPO on the Brussels bourse so I won’t give a link to them either.]
A N Y W A Y . . . (Jeezoos! I sure can digress, can’t I?)
The media event was to promote two magazine titles owned by the media conglomerate:
Dogworld and
Cats Magazine - which is now defunct. It was to be a live, televised debate in Washington D.C. during election week. The debate was between the chief editors of each magazine. The moderator was the well-known (even still) political talk show host
John McLaughlin, of The McLaughlin Group. Parenthetically, John was the originator of using the power of negative interjection. His famously styled power-punching with the phrase,
"Wrong!" was ripped off by Bill O’Reilly of Fox News, a hack and a fanatical right-winger who uses
"No!" But Bill is far too inferior to John McLaughlin in style and intelligence to wield this bellow appropriately during broadcasts.
I hired a design agency in downtown Manhattan. We designed T-shirts, posters, podium signs, buttons (Vote for Cats and Vote for Dogs), stickers, key chains and press passes – the high-quality ones with that expensive lamination. I got a small Telco to set up two 1-900 numbers for a low price to get nationwide voting. (No website, unfortunately. You couldn’t get one of those “on-the-fly” - in less than months - then. Oh well.) My boss allowed me to exploit every media contact he had in his rolodex. And once he saw my enthusiasm and drive – and the staggeringly broad media attention, he began to support me. (By going to lunch with all of his Manhattan contacts, but he left me alone.)
The multi-press release rollout didn’t aggravate (too many) journalists who wanted to know who would win: Socks or Leader. A new press release, each week leading up to the debate, with voting updates and new takers in major media. (The voting hot-lines remained open beyond the debate: election day, 1996.) The day before the event, the debaters (and even I) had radio interviews all over the country. The morning of the live event, we frantically shuttled to several TV morning show interviews in Manhattan and then in Washington, D.C. Mere hours before, early every free-world TV station had requested a press pass.
But we had one set back. That’s what happens in the world of communications. CNN pulled out of it’s plan to do an exclusive. The morning of the debate there was a major coup on the Russian government caused by then Yeltsin's dismissal of Aleksandr I. Lebed from his post of chief of Security Council. (More about that
HERE...)
It was my first business trip. My first company-paid hotel suite. One of the rare occasions that my boyfriend at the time did something romantic: he found out the number of my hotel and called to wish me luck. (I think he was afraid all of the excitement and attention would lead me astray – it almost did, with John McLaughlin’s assistant who had the same first name as my boyfriend. ‘Shoulda done it. He was as good-looking and took me for a tour of D.C. "in lights" in his convertible. After that to an open-all-night, funky bar & bistro on the wharf. The next day I was invited to sit in on a taping of
The McLaughlin Hour. Oh well …)
The event was called “The Best First Pet Debate” to find out what the best pet for the White House is: a cat named Socks, owned by then President and Mrs. William Clinton or a dog named Leader, owned by and US Senator Robert Dole (GOP candidate) and Senator Elizabeth (Mrs.) Dole. It all started in with my excessive, syntactically, analytical mind: Clinton has a Cat and Dole has a Dog. Incidentally, Leader Dole made an appearance at the debate. Socks Clinton sent a photo and an official well-wish message, "pawed" personally.
It was an exciting project. It was exhausting. It caused a lot of fights with my boss. (And a few with my boyfriend.) It was worth every minut(a)e.
It was before America knew who names like Monica, Tripp and Starr. It was before they heard words like disenfranchisement, recount, Neo-con, War on terror and Patriot Act. It was when the numbers 911 were only used by a telephone. It was before the date, and the eventual phrase
Nine-eleven/911 did not have a horrific, historic meaning. (Oddly, I had two additional meanings for it then: the number in the Manhattan address of my boyfriend and the month/day in the year 1900, that my great-grandparents got married in Ireland.)
It was a time that hadn’t been
too marred by the 1980’s. The American people were hopeful with news ways to communicate and pass the time cruising down the information highway; learning to write emails, avoid non-STD viruses and dreaming about one day owning that amazing new gagdget: the digital camera.
The media clips filled a book – mentions showed up in hundreds of newspapers in the USA. And more than 50 globally. I had media reels and cassettes from all of the major broadcasters. Even the United Arab Emirates was there (unfortunately they never sent me a tape.)
Votes were good considering the media happened during the debate, Eastern-Standard time. Cats won by sixteen points: 58%. I never did find out the
actual votes that came in, we estimated about 15,000. However the company who agreed to give us a cut-rate for the calls were angry at the unexpected flood of calls which cost $0.75. From their heated reaction when they got paid (and then asked if we would add a bonus) it was probably A LOT more than our estimation.
A well-known playwright wrote about the debate in her play. Wendy Wasserstein made fun of it in the dialogue of the one of her characters, but to make a valid point in the plot.
Here's a final note about First Pets (I had to publish this on my blog again, it's oh-so à propos):

Thirteen years and thousands of projects later, I can still feel the charge it gave to pull that off. And to have the adulation of my colleagues - naturally they realized who was
really behind the idea - for weeks (almost months) afterwards.
Now, wiser, calmer and an exciting project to undertake, I am very grateful for this experience.
And soon I get to do it all again AND with with much (much-much) better managers who are fantabulous ...