Nissan – Mitchell's thoughts, photos, etc.

We All Carry Keys – Are they the Keys to One’s Heart, Memories, Your Residence or Car?

When you think of keys, the first that probably comes to mind are keys to your house or apartment. Maybe for those of us who own cars, you think of your car keys. Of course, these days cars and many homes open electronically.

Perhaps you think of the keys to opening the heart of the woman you like, and she’d date you. I doubt you think of the character Keys, played by Peter Coyote in “E.T. – The Extra Terrestrial.” There are better characters to think of, such as Gertie.

I would think we all own a few sets of house keys in our lifetime. I remember when I got my first set of keys. I was about 8 or 9, and they were for the house my parents, sister, and I lived in on Staten Island. Eventually, I got the car keys to my first car. It was my father’s Caddy. It became mine. I loved that vehicle. It was fun to cruise Staten Island while playing the Cure or Depeche Mode. When I took it to college, it was easy to make friends when you were on campus with a car. I drove everyone around. I played the same music.

I got residence hall and off-campus apartment keys at SUNY-New Paltz, and eventually keys to the apartments I rented and the one I now own. I own it. But currently, the bank owns me. Soon enough, it won’t.

Years ago, after my father died, I had the keys to his Plant City, Fla., home. I sold it. The keys are gone. I don’t have the keys to my mom’s house anymore. I used to for many years after I moved out. Eventually, she got new doors that required different locks. At one point, I had the keys to my sister’s first apartment. We basically lived next to each other. Nor do I have the keys to my prior dwellings. Why would I keep them? They wouldn’t open any doors.

In addition to the Caddy, I have had two Nissan Sentras. I remember selling the third one. I still have one of the keys. Why? I have no idea. I doubt the car is still running. It was 2002. But maybe. I kept my second car from 1992 to 2002. It was in six figures in mileage.

There are the keys to opening the hearts of the people I like. Those keys do not fit the lock—nothing more to say.

I remember when my grandmother gave me the keys to her Brooklyn apartment. She kept giving me sets of keys. Eventually, one of the sets worked. She told me one might have been my grandfather’s set. He’s been gone for a while. Too long. One might have been the set she gave to a friend, and the list goes on. Eventually, I got the keys to her building and apartment.

Of course, half the time I visited her, I never remembered them. I had to call her when I got there to be buzzed in. She can’t really hear. So, I had to call a few times. A few weeks ago, she went into the home (nursing home). She is now 99 years old. I’ve visited. It is hard to see her there. My mom, my aunt, and my uncle cleaned out her apartment. It was a rent-stabilized unit. She’s been there since before I was born. I figure the building will put it on the market. When the apartment was empty, my mom returned the keys to the super. My sets are in my kitchen—doubt they’d open the door anymore. Weeks ago, while she was still living there and we knew she was leaving, I mentioned to my mom that I guess I could toss the keys into the incinerator. She said not yet. Sadly, I think the time has come. But still holding on to them.

While I may no longer have the physical keys to my cars, dwellings, or whomever it is I like, I will always carry the vaulted memories of what they opened or could have opened.

If You Open It, They Will Come

By Mitchell Slepian

Some of us remember the phrase, “All politics is local,” used by former House Speaker Tip O’Neill throughout his career. His dad reminded him of that in the ‘30s, after he lost his first election while running for a seat on the Cambridge City Council. He took his own neighborhood for granted. It has been said to be a great learning experience for him. For me, too.

Let’s jump out of politics and go to PR. Trust me, as a long-time practitioner who started in NYC’s government, the profession has its politics. The key thing to remember is that all good PR is local. It is the best way to build. We will jump from Staten Island, New York, to Edison, New Jersey, other parts of the USA, and end in Sicily, Italy.

Fresh out of college and while in grad school, I started volunteering on local and city-wide political campaigns in NYC. I landed my first job as a staff member in NYC, moved on to the mayor’s office, and then went into the private sector. I watched each candidate and elected official fight it out and reach an agreement on local issues. It could have been infrastructure, for example, which district would get money for new sanitary and storm sewers or better bus routes.

After leaving politics and joining a tech PR firm, I represented the former Consumer Electronics Manufacturing Association (CEMA), now the Consumer Electronics Association (CEA). I was involved with this great organization for many years, both representing them and sponsoring their press room.

Composed of leading electronics makers, such as Bose, Panasonic, and Sony, which, along with others, made great audio equipment for cars. There was a time before you used SiriusXM or your iPhone to get your music in your vehicle. You pumped up your Caddy, Jeep, Nissan, Ram, Vette, Toyota, etc., with great speakers and cassette players. Then we moved onto CD players and theater systems in the cars. The car audio market was huge.

We sent local car audio experts across the country to explain why you should upgrade your vehicle with their equipment rather than rely on the dealer models. Our spokespersons traveled to top and secondary cities and did local newspaper, radio, and TV interviews. They popped into the local auto shows.

I remember when we had high-end cars with great sound systems and a spokesperson lined up outside of CBS’s studio in NYC. The story went national.

Years later, I worked for Vonage, the company that brought internet telephony to consumers. We first launched local area codes in NYC and Edison, New Jersey. One of my roles was to write the press releases when we launched in new locales. I wanted to interest the local writers. Sadly, in today’s world, many of those great folks are gone.

Vonage Device

Having watched some companies launch locally by saying, “We are now in Dallas, New Orleans, or San Diego…” I tailored the copy to make it sound like we were part of those cities. As soon as the releases crossed Business Wire and I personally emailed them to local reporters, we got coverage. Even better, retailers called and asked if they could sell our products in their stores. Civilians called to ask whether we were opening a store in their neighborhood and where to send their resumes. The service was sold online, for the most part. But we did sell the devices that connected to the service in local and chain electronics stores. So, we did our local thing, which may have helped local stores increase their revenue and the number of people in the workforce.

Jumping to marketing tactics in Sicily. I recently returned from Sicily. I highly recommend it. The sites, people, food, and drinks are incredible. During my tour, I was fortunate enough to visit Savoca, where Francis Ford Coppola filmed several scenes from “The Godfather.”

While walking to the church where Michael Corleone and Appolonia wed, I saw a great local marketing tactic put into play by my local guide, a wonderful woman of British and Sicilian ancestry. She joined us for three days. Her intimate local knowledge was incredible. But her skills in helping people in small towns stood above it all.

As we walked to the church where Michael Corleone and Appolonia wed, we passed Dioniso, a great little store selling olive oils, spices, wines, and other great stuff. The store was not supposed to be open when we were touring Savoca. Our guide texted the owner and let him know she was bringing a crew of 45 people through town, and he might want to open. As we approached the store, we saw him opening the shop. She introduced us, and we did tastings and bought numerous items. He probably stayed open for just about an hour. He made many sales. Again, local marketing. Tell them we are coming and let them open; they will succeed.

Olive Oil from Dioniso

I remember so many calls from national reporters, particularly from the Associated Press or The Wall Street Journal, calling or emailing about things they read in the local news about the companies I worked for. I have seen this with social media. I run several sites for local organizations. We get thousands of visitors. Viewers of our work have increased donations of memorabilia and money, as well as visits to our location. Bottom line: start local and remember it will lead to growth.

Francis Ford Coppola Statue in Savoca