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Veteran public relations guru Sy Schwartz, executive vice-president of Rubenstein Associates, has died at the age of 70.

Schwartz, who had just celebrated his 40th anniversary with the powerhouse PR firm, died in his sleep of a heart attack at his home in Manhattan, his family said.

“He was a terrific writer and a really good guy,” company founder and President Howard Rubenstein said.

“Sy organized many great stunts over the years. He once brought a rubber alligator in front of City Hall to say the mayor was taking a bite out of taxpayers.”

Rubenstein said Schwartz was the first employee he hired when he began the firm, and was an integral part of its growth.

“In the beginning, it was just me, Sy and a secretary. Now we have over 200 people,” Rubenstein said.

Before joining the company, Schwartz worked as news director at Yeshiva University and as publicity manager for Public Information Associates.

Prior to that, he served in the Air Force in Korea.

While Schwartz saw many changes in the world of public relations over five decades, he still maintained some old fashioned habits.

He shunned computers for his old manual typewriter, insisting that he always did his best work on the old machine.

a new PR staff member working with a high-tech team of marketing and engineering professionals was caught off guard when she heard one engineer say, “Let’s take that on a bilateral bus off-line.” Translation: “Let’s talk about it after the meeting.” Or as someone else who lives in the jargon-as-English camp might have said at the same meeting, “You know, I just don’t have the bandwidth to go into that space right now.” Translation: “I don’t have time to explore that issue at the moment.

By the way, just for accuracy’s sake, my engineering friends tell me that “a bilateral bus off-line” isn’t exactly correct usage. And they’re only too willing to offer me the correct technical way of delivering that simple, yet very complex, message. But the point I’m trying to make here is that jargon has so infiltrated a number of professions that it is used not only to explain technical data in unintelligible ways to the uninitiated, but also to communicate basic everyday messages in ways that frustrate and alienate those who aren’t part of the inner circle. In short, it has become a public relations nightmare leading to misinformation, disinformation and misunderstanding by journalists, customers and the public.

Another popular form of “jargoneering” is what I call “the parade of acronyms.” It includes terms like BIOS, PCMCIA, RAM, ROM, USB. The list is endless. The third type of jargon, which is probably less harmful but still quite irritating, is the rampant use of cliches, such as “latest and greatest” and “the goodness of the PC.” Excuse me for being impolite, but I wasn’t aware that the PC holds moral sway in our society!

the problem

Jargon in the high-tech world, where I spend most of my working hours, has reached epidemic proportions. It’s used indiscriminately and pervasively without careful-consideration of whether or not the person hearing the jargon understands the messenger. If you do ask someone to explain what a jargon word means, you’re likely to be met with more jargon in the explanation. The poor receiver of the message doesn’t know where to begin deciphering the terms.

Perhaps the saddest part is that the person using the jargon often doesn’t realize that he or she is being misunderstood or written off as yet “another geek” who can’t communicate. The well-meaning communicator, in opting for jargon, has lost a valuable opportunity to communicate about his or her passion with a potential customer base. In short, jargon has become another way to separate “the in-group from the out-group.” Knowingly or unknowingly, jargon has become the lazy man’s way to avoid wrestling with how to communicate clearly, concisely and with passion to others who may not understand the concepts that some of us live and breathe each day.

The result? Multiple missed opportunities for educating customers, consumers, journalists, investors and the general public. In the case of journalists, if corporate spokespeople use jargon, it’s left solely up to reporters, who may or may not be technology experts, to define these words for their readers. Take the combination of a potentially less than adequate understanding of jargon with a race to meet story deadlines, and you have a recipe for inaccuracy.

In the case of potential customers, poorly defined jargon can easily result in a lack of appreciation about what the product or technology can really do for them. If they do not understand the terms being used to describe its advantages, it’s hard to get excited about the breakthrough that it represents. There will very likely be missed opportunities to sell products, technologies, ideas that could benefit both business and personal users. Ultimately we all lose out when we do not clearly understand what these terms mean and, more important, what benefits they will bring to our lives.

the “so what?” solution

The solution to this sorry state of communication lies in a simple notion: Know Your Audience. Effective communicators in any environment must understand the knowledge base of their audience; they must know what the audience is interested in; and they must be capable of stating clearly why a particular audience should actually care about the topic. In other words, what are the specific, tangible benefits that are available to this audience if they buy this product, technology, specification or idea?

A senior-level public relations professional from a leading high-tech organization I’ve worked with takes great pride in calling herself the “So What? Lady.” In her organization, when people come to her with what they consider to be a great new story idea they want her to promote, she puts it through the “So What?” test. “So What” will it do for the people we are trying to target our communication toward? “So Why” should they care about this new idea, product or technology?

Just imagine if we held ourselves to this same practice when it comes to using jargon! “So What?” I would ask you when you spout off your latest technical babble. What if you were to exercise the discipline to explain that word clearly and concisely — not only what it means, but why I, your audience, should care about it?.

Shlomit Weisblum has been hired at Carter Ryley Thomas Public Relations and Marketing Counsel’s Los Angeles office as an associate. Weisblum will help expand the public relations company’s presence and serve accounts including ITT Industries Night Vision, VHA, Medic Alert Foundation and the Westside Children’s Center.

Previously, Weisblum served as a senior account executive at the Toronto office of Hill and Knowlton.

Public relations professionals long endured the stigma of being the ugly stepchildren to their ad agency brethren. Not anymore. The pr business is booming, and public relations agencies are at last getting respect. The following panel comprising Edelman Public Relations Worldwide president and CEO Richard Edelman, Burson-Marsteller Worldwide CEO Chris Komisarjevsky, Weber Public Relations Worldwide chairman and CEO Larry Weber, DeVries Public Relations CEO Madeline DeVries and Porter Novelli International CEO Robert Druckenmiller explores the changing landscape in the pr biz with Adweek/Brandweek contributing editor Michael Schrage.

Brandweek: What do pr agencies understand about brands and the branding process that is unique and has put you in a better position, relative to advertising agencies?

Edelman: Advertising is great if you’ve got a single stake holder–if stake holders are consumers. We’re great at the orchestration among stake holders because in a message for a technology company or healthcare company, it is more complicated. It’s just who you talk to, when, what you say, how fast you say it. I don’t think advertisers are very good at speed.

Druckenmiller: I agree, but I think there are other elements, which are trust and credibility. I think they’re paramount to technology and healthcare companies. The two-way communication and ability for us to build relationships with those audiences, particularly in the cynical environment surrounding communications today [says] anything packaged is suspicious.

BW: So advertising is packaged, and pr is not?

Druckenmiller: We are delivering our messages through third parties–whether it’s reporters or journalists or other ways in which the credibility is enhanced. The credibility of those media are at stake as well. So yes, we’re not as packaged.

Komisarjevsky: I think the issue here is that you have to look at the cost/benefit tradeoff and the speed in which you can create a brand, whether for an existing company or a newly formed entity In today’s market, if you can’t create a brand quickly and you can’t demonstrate there’s some equity in that brand, then the ability to continue to get funding is very limited.

Weber: I don’t believe the ad business and the pr business necessarily agree on what branding is. What has moved to the center of branding is the relationship with the constituencies.

BW: From branded product to branded relationships?

Weber: All product is the fulfillment of a promise you make with the constituency. So I find an extremely tactical thing is going to be happening. Television has been the primary road for traditional ad branding. It’s at an all-time low in viewership. That’s not a trend; it’s a behavioral change. You start looking at what is the key core competencies of affecting constituencies. That’s dialogue. It’s interactivity. And who better than pr professionals to try and get an influenced opinion? Whether that be to buy something or to get a vote.

DeVries: Because they’re number driven, agencies are concerned about who’s reading everything, who’s viewing everything; they’ve stopped looking at content. So if you’re dealing with a healthcare brand, they’re not reading what the health editors are writing to consumers. The media planners and the dollars are driving what media exposure that brand is going to get. I think pr people who consume media all the time have a better feel for what people are getting to see and what they really need to hear or read.

BW: Is the brand steward the agency or is it the people or some intersection?

Komisarjevsky: The brand steward should be the CEO of the client company.

Weber: Ultimately, it’s the CEO. But…I think you’re trying to put a round peg into a square hole. We can’t all line up right now like it’s either an ad guy or a pr guy who’s going to carry the football when the client isn’t looking at it that way. I think the CEOs of the more enlightened companies are saying, “Look, give me a mix. I don’t care what you call it, but I’ve got to have the best relationships with the constituencies who are going to buy my products, affect legislation and vote for things. You tell me the balance–if that means there’s advertising, if that means there’s public affairs or lobbying. You work on that mix.”

BW: Your best clients are saying, “Give us a buffet?”

Komisarjevsky: I think at the end of the day, as public relations professionals, we’re striving for some sort of integrated approach because we think the combination of techniques and implementation is absolutely essential to what has to be done today. So in an ideal world, the client is saying, “Bring a team. Whether that’s from one holding company, Interpublic, WPP or Omnicom. What difference does it make? But bring me a team, or I’ll create the team. I’ll bring my own advertising. I’ll bring my own pr people. I’ll bring my own direct marketers, bring my own Internet people.”

BW: Are they challenging you to be integrated or saying “Please reduce other costs because we have neither the time, the energy nor the brand wit to cope with 10 points of content?”

Gina Lang has been promoted to director of publicity at Levine Communications Office, an entertainment public relations firm based in Los Angeles. She will be overseeing all of the company’s accounts while expanding the company’s presence. She previously worked as the publicity coordinator at the firm.

As they say, ‘one trip to Bali is never enough’. Vast, seemingly endless beaches, beautiful tropical landscapes, the fascinating culture, amazingly hospitable people and shopping for local crafts continue to attract repeat visitors to Bali, time and time again.

However, as I have been discovering in my recent trips, there is more to this tropical paradise than meets the eye.

Today you can also add to my list above, the attraction of a myriad of activities catering to both the action oriented holiday maker and the more staid.

Here is a starter list of 25 new things you may want to try when you are next in Bali: 1) Bird Park You don’t need to be a bird watcher to enjoy this colourful park. Take a morning off, and discover the beauty of an array of tropical birds Bali has to offer. Even better, arrive later in the afternoon, and enjoy some amazing sun-set melodies. A great choice for enthusiasts and families. (located at Taman Burung - open 08:00 - 18:00 daily)

2) Cruising Pick a boat of your choice, and head for the high seas! Nowadays Bali has a great selection of safe boats to choose from. Go for a fun filled family outing or go more adventurous with some of the latest cutting edge crafts which deliver the speed. (Bali Hai Cruises, Sea Safari Cruises, Bounty Cruises)

3) Dance Performances Be enthralled by unique Balinese dances! Try to catch one of each of: Kecak, Legong and Fire Dances, at least. There are dozens of different troupes to choose from, each with their own following. Keep in mind, shows in hotels and tourist restaurants offer vanilla flavour, and sometimes mechanical re-creations of the real thing. Head out to some of the villages, and you will be handsomely rewarded with the authentic fare.

4) Designer Shopping No, I am not talking about the ‘fake originals’ that litter the streets of many other Asian locations. In the recent years, Bali has attracted some of the most talented original designers, and artists from around the world (both the East and the West). This coupled with the inherent artistic capabilities of the Balinese, means that Bali today enjoys a large number of original designer shops. You can find anything from post-modern lighting installations, to Imperial Chinese style sideboards, and from original water fountain designs to some of the best jewelry designed and manufactured anywhere in the world.

5) Diving Put your PADI license to use, or if you are a diving newbie, just do it, and get your PADI certificate in Bali! A range of dive organizers for the experienced, and dive schools for the new comers are available to choose from. Some offer PADI ‘Youth Scuba’ courses for ages 5+.

6) Dolphin Watching Enjoy these all-time favourites in their natural habitat. They are at their best first thing in the morning. Also, the soft hues of the sun-rise provide amazing colours for the photography enthusiasts. However, you will need to plan ahead for this one, since Lovina is in the North of the island, and you will more than likely be staying in a hotel or a rental villa in the south. 7) Fishing Go after that marlin or try your hand at yellow fin tuna! Most boats provide full tackle, bait and a running commentary, a friendly, giggly banter which makes the day out that much more enjoyable. (fishing boats from Benoa Harbour or Sanur)

8) Elephant Safari Park Arguably, one of the best in South East Asia! Great location and landscaped gardens. Don’t forget to do the elephant safari ride.

9) Jet Skiing Re-create those favourite Baywatch moments! Due to their environmental impact, only available at some selected beaches across the island. (available at Grand Hyatt Nusa Dua).

10) Go-Karting Only for those who get withdrawal symptoms from being away from the hustle and bustle of big-city life! All the noise, thrills and danger of the real thing! Choice of single or double carts.

11) Golfing A number of 18 hole courses are available across Bali. As you would expect, each more beautiful than the other. Relax on an easy course, or challenge yourself to one of the more demanding courses designed by professionals. Either way, don’t miss the spectacular views over the Indian Ocean or one of Bali’s great volcanoes. Most courses in Bali are to international standards, and many offer clubhouses and recreational facilities for the rest of the family. 12) Helicopter Tours Go on, splash out for that once in a life-time experience! Spectacular views over Bali even Lombok. Take in the gentle rice terraces from the best vantage point, or get up close and personal with a volcano! Not cheap, but certainly an experience never to forget. (Air Bali) 13) Horse Riding Enjoy one of the equestrian centres at your doorstep! Selection of horses, with courses for the beginners. Wonderful escorted tours through the rice terraces and tide permitting down the beach. (Umalas or Saba Bay Stables)

14) Kite Boarding Some great wind and lift, as well as the equipment for rental is available at Nusa Dua beaches. But make sure you have a great story lined up for your insurance company! Keep in mind, this really is an Extreme Sport.

15) Monkey Watching Experience mischievous macaques in full action! Also, some good restaurants and eateries nearby. However, be careful of your cameras, glasses and the like! (The Sacred Monkey Forest - Ubud)

16) Mountain Cycling If you like cycling, why not enjoy a leisurely cycle with views of the Batur volcano! Lots to see, lots to learn, all on two wheels with an experienced guide. (Bali Adventure Tours)

17) Paragliding Throw yourself off the sheer cliff faces of Uluwatu into the Indian Ocean! As a beginner you can enjoy great tandem jumps with well qualified professionals with great safety records.

18) Slingshot (Reverse Bungee) Defy gravity Bali style, with some spectacular 50m views! (That is, if you remember to open your eyes!) Not for the faint-hearted. Organisers follow international safety standards.

19) Surfing If you’ve come with your board you’ll know where to go! If you are keen to learn, there are many schools to choose from, just head for the beach! Whilst Kuta is a good all rounder, Uluwatu, Padang-Padang, and Balangan can provide some great tubes to test the more experienced. (some offer surfing lessons for ages 5+, so the whole family can enjoy surfing all together)

20) Temple Ceremonies Few visitors to Bali realise that in most instances you will be welcomed to attend local ceremonies as an observer. The great thing is, there is a temple ceremony every single day of the year in Bali, just ask around to find the nearest one during your stay. If you are lucky enough, you may be able to catch one of the Full Moon or Dark Moon ceremonies which attract devotees from far a field and are some of the most colourful events on the island. Please remember that a sensible dress code, and polite/respectful behaviour are essential for continued hospitality towards foreign guests. (Also, please note that women are not allowed in the temples during their menstrual period.)

21) Tennis Choose from one of many open or some covered courts! Whilst most better tennis courts are located at major hotels, you can use these facilities on a pay-per-use basis. Many will provide a partner to match your skills.

22) Wake Boarding (or Knee Boarding) Have a go at that double flip, or just learn to stand up! Whilst most beaches are more suitable for surfing, you can enjoy wakeboarding at the Condrad Bali Resort, and surrounds.

23) Waterbom Park Water slides and rides galore, both kids and adults will have a blast! World class park, with well trained staff. Go early to make the most of your day! (open 09:00 - 18:00 daily)

24) Wind Surfing Maximise the almost continuous winds found in Nusa Dua or Sanur. You can rent a board, and head out, or take one of the courses designed for beginners.

25) White Water Rafting A thrilling experience through 8 kilometers of rapids! (believe it or not, still suitable for ages 5+) Organisers follow international safety standards. (Bali Adventure Tours)

Like me, if you manage to fit in five of these activities into your schedule, every time you visit Bali, you will still want to come back for more. Because, at the end of the day, it is the people of Bali, with their welcoming smiles, and willingness to help, which will make mere adventures into even more precious memories.

One final thought. If you are attempting something new, or slightly dangerous, please make sure to check that you are fit/suitable enough for the adventure ahead, and that the organisers have the necessary experience/safety record so as not to spoil your wonderful Bali adventure.

Cricket in India is religion personified. The zeal and passionate frenzy with which the game is played, followed and analyzed is unmatched anywhere else in the world. Cricket is to India as Soccer is to Brazil. Sports have always been harbinger of friendship and peace. Indian cricket calendar is never empty and there is either one series or another just round the corner. While cricket teams move along from one part of the country to another, ardent followers of the game and fanatical supporters of the teams also move along. Thousands of international tourists pour in every year from different parts of the world to support the team while they take on India. Now it has almost become a regularity that all the hotels in the host city run full for a couple of days to a few days before and after the rubber.

Hotel reservation in India reaches a crescendo during the peak cricket season or at the time of a tour by a foreign team. Though tourists come with the primary objective to see a game of quality cricket and enjoy the carnival like atmosphere, there are enough attractions in India they can visit. Important cricket venues like Delhi, Mumbai, Jaipur, Kolkata, Chennai, Goa, Nagpur, Indore and Bangalore are not only famous for wonderful cricket infrastructure but also as some of the finest tourist destinations. Since the itinerary is prepared early enough, tourists who plan to visit India with the cricket team have enough time to make the necessary hotel bookings in those particular fixtures. Last minute reservation in these cities on the days of the fixture can be pretty troublesome.

Hotels in India have now geared up for this new business prospect. Online hotel reservation in India has enabled hotels in India to make the most of cricket tourism. People who wish to travel to India can now book hotels well in advance through a travelsite that focuses exclusively on India. Making hotel reservation through www.desiya.com has a number of advantages. It is among a few travelsites of its kind that facilitates real time hotel booking. Tourists can therefore plan their tour better. Desiya.com can book over 390 Indian hotels spread across more than 150 Indian cities. Huge inventory ensures that there is always a room available for a tourist anytime and anywhere in India. Tourists also have the luxury to choose from different categories of hotels. As a complete travelsite, Desiya.com also enables tourists to book cars, flight tickets and train tickets. This facility removes any communication hassle that a tourist might suffer while in India.

The English cricket team will be in India during February. There is going to be a long and thrilling cricket action through the months of March and April. The first Test will begin on 23rd February and the last one day will be played on 15th April.

Once encircled by orange groves, this stately 1909 colonial-style mansion seems incongruous with its current surroundings – situated in the heart of industrial Anaheim, a five-minute drive from Disneyland.
Set off the road, The Anaheim White House Restaurant provides a glimpse into a previous era – one defined by understated elegance, gentility and nostalgia. This historic architectural treasure has been meticulously restored inside and out and in its current incarnation is home to an inventive menu of gourmet cuisine tempering Northern Italian style with French sensibilities.
Owner Bruno Serato’s iconic establishment houses eight distinct dining areas – and the well-named “white house” is exactly that – with white-on-white rooms trimmed in gold on the main and second floors.
For starters, The Anaheim White House serves up a selection of specialty appetizers guaranteed to satisfy even the most discriminating diner: The Sophia Loren Caviar combines Caspian Sea sturgeon caviar with chives, red onion, egg ,crème fraiche and blini: Fife’s Creation arrives as delicate pasta sheets layered with delectable crab meat with a tomato béchamel sauce; and the Raioloni Caterina, the Juventus Ravioli and the Gwen Stefani Ravioli are a trio of rich delights – the first is homemade ravioli stuffed with Fontina cheese, served with delicate sauce & a touch of espresso and the Juventus are al dente pasta stuffed with a combination of Italian cheeses in a wild Porcini mushroom sauce, while the latter are lobster filled ravioli with basil on a sauce of ginger and citrus.
For the main course, seafood aficionados have their work cut out for them in deciding between the Ferre Halibut (baked Alaskan halibut with julienne of vegetables served in a Pinot Grigio sauce), the Dolce Gabbana Sand Dabs (delicate whitefish fillets lightly breaded in a light lemon buerre blanc served with Italian fresh herbs) and the Romeo Gigli Salmon Chocolat (poached salmon served atop a delicious white chocolate mashed potato puree in a citrus buerre blanc).
The Filetto di Romeo and Juliette, an oven roasted filter mignon served on top of a baked polenta and surrounded by an Italian gorgonzola sauce – was a steak to remember, enhanced (rather than overwhelmed) by gorgonzola. The wine list notes more that 200 Californian and European vintages and the Edna Valley Pinot Noir proved to be an excellent complement to this succulent steak entrée.
Whatever you do, save room for dessert .. the Madonna Soufflé is a decedent Grand Marnier soufflé served with a Crème Anglaise, chocolate ganache and a Chantilly whipped cream.