I hate headphones. I remember when the Sony Walkman was introduced, and everyone got one. My dad took me to the now-shuttered Tops Appliance City in Edison, NJ, and I got one from a competitor. I worked fine. My friends and I would sit in our bedrooms every Sunday night and listen to Dick Clark’s Top 100 and other music countdowns on our Walkmans. We would report our thoughts and predictions to each other over our Radio Shack walkie-talkies.
Cat Chain Shark, NY Aquarium
I could not stand having the music blaring directly into my ears. I took the headphones and put them slightly above or below my ears. Usually below. I could hear “Eye of the Tiger,” “Don’t You Want Me” and “Beat It” just fine. I have never outgrown this habit.
During the countless Zooms we sit through, I do the same if I am in the office. If I am remote, I use the speakers on my MacBook. For the record, I have had several iPhones. I have never once used the AirPods. I am thankful people use them. Keeps things slightly more pleasant on our subways. Much better than when people blast their music on their mobile devices for all of us to hear. Hint: we do not want to hear it.
A few days ago, I did the “Meet the Sharks” tour at the NY Aquarium, Coney Island. Chance our tour guide handed out headphones. He mentioned that if you stay close to me, you might not need them. But several camp groups are visiting, and it can get loud. Plus, there are fans, and we are going into some areas with louder equipment. I did my best to stay close. But everything he mentioned made me put on the headphones. I had to place the headband over my NY Yankees hat and push the speakers just below my ears. All was well. I heard it all and learned a lot. Toward the end of the tour, we handed them back and walked into the touch tank. I got to pet several cat chain sharks.
Jaws’ Little Sister, NY Aquarium
I have always been fearful that they have not been disinfected. Sometimes they give headsets in plastic bags that you tear open and attach to the device. Usually, you can keep or trash those when you’re done.
I have taken many tours with the Tenement Museum, New York, NY. It has walking and indoor apartment tours. They give out headsets. I never use them on the indoor tours. The educator usually speaks loudly enough. As for the walking tours, I stay close. Occasionally, I have had to wear them my way. I am outside in NYC. It is loud.
Bottom line, headphones have a purpose. But between the sound directly penetrating your ears and my worries about whether someone has worn them before me, I will do my best to use them only as needed and in my way.
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.
Mitchell's thoughts, photos, etc. 