Association of Cable Communicators, CPR Facts


April 17, 2009 -
About ACC / Membership / FORUM / Beacon Awards

Inside This Issue:


 
Only 28 Days to the 2009 Beacon Award Final Deadline of May 15

The 2009 Beacon Awards are easier than ever to enter and can be as simple as a three-page project summary and a CD or DVD of supporting materials.  One way you can really make your entry stand out is to pay particular attention to the results section of your three-page summary. As the project summary is the most important part of the overall entry, the results section of this summary is the most important section of the three-page write-up. Make sure your supporting materials document the results. A winning Beacon Award entry achieves the goals it sets out to accomplish and demonstrates this in the results section. 

ACC has written a "best practice" on how communications and public affairs departments measure the results of their efforts. Utilizing Beacon Award finalist entries and member input, the Best Practices feature easy-to-use outlines of key best practices and tips in cable communications and public affairs. To access the Best Practices section, members will be asked to log-in. The user name is your email address, and the password is your last name, all in lower case letters.

Measuring results for a cable communications and public affairs initiative may be challenging, but many ACC members have developed methods to detail what their efforts have achieved. The first question one should ask when trying to measure results is, did the organization meet its goals? Did it actually accomplish what it set out to do? Quantifiable results are often the most impressive. If the communications or public affairs initiative contributed to the company's bottom line, that's even better. Be sure to mention in the three-page project summary or include proof in your three supporting materials of documented, successful sales leads, the percentage of increased revenue or dollar amount, and the number of new or returning customers that resulted from campaigns.

Did the company receive any recognition or credit for the initiative? This may include media coverage and praise from community opinion leaders. Third party endorsements have the most impact and may include letters, newspaper articles, thank you notes, proclamations, pictures, and letters to the editor.  Finally, if a goal of the project was to build relationships, how did these relationships help the company? Did the results benefit the organization's partner? This may include how much money was raised for a philanthropic organization, how many volunteers were recruited, or how many people attended a specific event.

Surveys can also be a very useful tool for measuring results. If customers were surveyed before and after a campaign, the change in behavior of customers can be documented after a campaign. Other quantifiable results may include attendance at events, requests for tapes of programming, and programming ratings.  Beacon Award judges always look to see if the campaign or tactic achieved the desired results.

The Beacon Awards recognize the best of the best cable communications and public affairs campaigns.  Enter your best work and receive the recognition you deserve.  The early bird deadline is May 1, 2009, and submitting entries by then allows you to save $50 per each entry.  A pdf of the Call for Entries can be found online.

ACC will honor the Beacon Award winners during a gala dinner and ceremony that will kick off FORUM 2009, the association’s dynamic, educational conference, the evening of October 26, 2009, in Denver, Colorado.  For more information about the Beacon Awards, visit http://www.cablecommunicators.org/awards_beacon.php or contact Michelle Butler at mbutler@cablecommunicators.org or 202-222-2372.

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Cable Positive New President and CEO Aims to Increase Value to Industry

Sean Strub has been named President and CEO of Cable Positive, the industry’s HIV/AIDS awareness organization. With 30 years of experience in AIDS activism, corporate social responsibility, entrepreneurship, and politics, Strub hopes to take Cable Positive in a direction that will continue to provide greater value to the industry.

“As someone who has been involved in many businesses, I understand how entrepreneurship can meet all sorts of needs in the community—specifically the media,” Strub said. “Over a billion dollars of air time have been donated to raising HIV/AIDS awareness since Cable Positive was started in 1992, and that has a phenomenal impact on how we see the disease.”

Strub aims to create more visibility in the larger activism community for the contributions the industry has made to AIDS awareness. Recognizing that the epidemic has changed since the time when industries began creating organizations to raise awareness, however, and that it has become harder for companies to justify providing monetary support, Strub hopes to make Cable Positive’s mission as relevant, impactful, and useful to the industry as possible. He faces the challenge of reorganizing Cable Positive’s funding model—an event-populated plan that has been impacted by the recent consolidation of cable industry events. Pursing the organization’s mission and the value it brings to the industry are the two touchstones he keeps in mind when approaching creating a new funding model. Not a fan of gala and dinner-based funding, Strub hopes to move away from that model and broaden the organization’s base of support.

Strub is no stranger to the media’s impact on social activism. In 1994, he founded POZ Magazine, a publication for the HIV/AIDS community. Strub sought to reflect the vitality of the community, made up of people who were fighting the disease but still living their lives. Beyond POZ, Strub’s AIDS activism has included producing the Obie award-winning play The Night Larry Kramer Kissed Me, work on large-scale AIDS benefit events, and fundraising co-chair of ACT UP/NY. He also has extensive political experience with the Democratic Party and was the first openly HIV-positive person to run for federal office.

Co-author of the corporate social responsibility guide, Rating America’s Corporate Conscience, Strub is an authority on the subject and has incorporated social activism into his business and personal endeavors—even the recent revitalization of Milford, PA where his role in renovation of important historical buildings benefited both local business and the community. “I’ve always been an activist in all I am doing,” he said.

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Join ACC for "Managing Your Career in Today’s Economy"—An ACC Online Chat

2009 is a year of change, challenge and opportunity for the cable industry and the world economy as a whole. How should a savvy cable communicator manage his or her career today? How can you ensure that you are furthering your professional development? Join your fellow members for "Managing Your Career in Today’s Economy," an ACC online chat April 22 at 2 p.m. EDT. 

ACC has invited Renee Hauch, Senior Vice President, Search Management and Research of Carlsen Resources and one of the leading experts on the cable job market, and executive coaches Lynn Drake of Drake Consulting & Coaching LLC and Carol Veron of Communications Matters, LLC to offer advice, help you with goal setting and answer any questions you may have.

ACC's Online Chat: Managing Your Career in Today’s Economy will be accessible to all on its Web site: www.cablecommunicators.org.  If you have a question that you would like to ask any of the experts, but will not be able to participate in the live chat, please email it to Michelle Butler.  ACC will post a transcript of the chat in the members-only section of its Web site.

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Nick’s Big Green Help Spotlights Local Organizations

Nickelodeon’s Big Green Help environmental pro-social campaign will take on a local emphasis when it launches on Earth Day (April 22) next week. The multi-platform campaign aims to encourage kids to help the environment in their community through simple daily steps and working with local organizations already involved in green issues.

“The way we built the campaign is not to create something new or replicate what’s out there.” Jean Margaret Smith, Senior Vice President, Public Affairs and Administration for MTV Networks Kids and Family Group, said. “Our goal is to be the call to action on the environment for this generation.”

To provide kids with local green volunteer opportunities, the network has partnered with 12 national organizations on local Earth Day events and gave them the opportunity to register their events online and to be featured as a part of an on-air scroll. Partners include the National Wildlife Federation, Natural Resources Defense Council, Girl Scouts USA, The Boys and Girls Clubs of America, the National 4-H, LeBron James Family Foundation, and National Football League. Nickelodeon will also provide grants of up to $5,000 to schools and community-based organizations to create green initiatives. Toolkits of green educational resources will also be available to Green Teams formed by kids who work together to take earth-friendly actions in their communities. “When we develop a media message and pro-social campaign, we believe we need to go beyond our company to work with organizations that really touch the kids’ lives,” Smith said.

In research conducted with the Pew Center on Global Climate Change, Nickelodeon discovered that while parents believe it is the duty of world leaders, kids say citizens should be responsible for improving the environment. The Big Green Help provides simple solutions that kids and parents can use in everyday life. Following a day of green-themed programming on the network, Nickelodeon will kick off the campaign with Power Down, an event that encourages kids to turn off all the lights and appliances in their home for a moment. For more information, contact Nickelodeon’s Thamar Romero at 212-846-7491.

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Last Chance to Take the FORUM 2009 Survey and Win an iPod Touch!

This is your chance to shape FORUM 2009 and win a iPod Touch (16 GB), courtesy of Cisco Systems, Inc! ACC wants your input on this year’s annual conference. On April 8, all members received an e-mailed survey to garner your feedback on topics for educational sessions, potential new online offerings, and more. Take the survey by April 20 and you are automatically entered to win a first generation black iPod Touch.

Feedback from the survey will be used by the FORUM 2009 committee to help determine the education and professional development sessions at this year's event. Additionally, key findings will be published in an upcoming edition of CPR Facts.

The survey has its own unique link that was sent to all members. If you would like to participate in  but are unable to locate the e-mail and link, please contact Prasana William, Membership Services Coordinator, at services@cablecommunicators.org.

ACC’s FORUM 2009 is now a part of Cable Connections—Fall in Denver, Colorado. Registration for FORUM 2009 is now available online. Join your colleagues for educational sessions and networking opportunities to further your career, October 25-30. Simply visit the Cable Connection registration site for ACC events. From there, you can register for FORUM events as well as book your hotel. Registration is $800 for all three days. Beacon Awards ceremony-only tickets are priced at $150. This year, FORUM opens with the Beacon Awards on Monday evening, October 26, and continues on Tuesday and Wednesday with a full range of educational sessions. For more information, visit www.cablecommunicators.org.

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Cable Positive’s Youth AIDS Media Institute University Launches Student-Made Campaign

The Youth AIDS Media Institute University (YAMIU), a seven-day training program for young people presented by Cable Positive and The Motorola Foundation, has launched a multi-platform social advocacy campaign aimed at youth. Held from March 25 to April 1, YAMIU provided multimedia training for 17 students, aged 16-23, and tasked them with creating the campaign in one week. The final product incorporates PSAs, print advertisements, mobile phone texts, social media and the internet to educate youth on the myths and facts of HIV/AIDS.

Cable Positive created YAMIU to equip youth to reach a demographic that is one of the hardest hit by the HIV/AIDS epidemic—their peers. “The people in a community know best how to educate one another,” Sean Strub, President and CEO of Cable Positive, said on enlisting young people to combat the lack of information provided to their demographic.

With the goal of equipping youth to educate each other, Cable Positive chose to utilize a medium this age group knows best: social media. “There are two groups: digital natives and digital immigrants,” Thomas Henning, COO of Cable Positive, said on using social media. “The youth are the natives.” Over the period of one week, the students created the social media Web site
No LOL In HIV, where young people and parents can get information on the epidemic as well as ask questions and chat with their peers. The campaign also includes awareness text messages, print ads, and PSAs.
 
Students put together the whole campaign under the tutelage of expert instructors who have been media partners with Cable Positive in the past, including Lisa Lax and Nancy Stern of Lookalike Productions; the watsons, a New York City based creative firm; and Motorola, which provided the educational grant for YAMI-U. According to Henning, incorporating pre-existing partners into the planning helped lay the groundwork for the new event. Henning also recommends getting stakeholders involved in any new campaign. In the case of YAMI-U, stakeholders were asked for their feedback and worked to create a compromise between their input and the mission of the campaign. They were also later utilized as instructors—which mutually inspired partners and students.

For more information, contact Jennifer Medina-Matsuki, Director of Programs, Cable Positive, at
jennifer@cablepositive.org.


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The Beacon Award Blog is Coming Back!

On Thursday, April 23, ACC will launch the Beacon Award Blog, a three-and-a-half-week-long blog that will contain tips to help members prepare entries for the May 15, 2009, Beacon Award deadline.  The blog will be regularly updated and is scheduled to run through the deadline date.

Beginning on Thursday, April 23, the Beacon Awards blog can be accessed from ACC’s Web site at
www.cablecommunicators.org.  Each post will include the writer’s perspective on the Beacon Award entry process as well as some helpful tips for other members entering their own initiatives into the 2009 awards.  The blog will also feature “Betsy Beacon”, a first-time Beacon Award entrant who is trying to learn more about the awards program and how to put together an award-worthy entry. For more information, visit the Beacon Awards page of the ACC Web site.

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 Discovery Communications Celebrates Earth Day

Discovery Communications will celebrate Earth Day 2009 across all its platforms through web, awards, education and real-life action features. The network will partner with non-profit organizations and provide eco-focused content and resources to the public.

PlantGreen.com will feature articles that address some of the hottest topics in environmental awareness as well as activities and videos on earth-friendly themes. Experts such as environmentalist Bill McKibben and organic chef Alice Waters have contributed content and the Web site will provide up-to-date news and information to visitors. The educational resources will also be available on the mobile applications of Planet Green and TreeHugger.com. TreeHugger will present the first Best of Green Awards this month as well, honoring those who have made an impact in the world of environmental activism including politicians, corporate social responsibility projects, and energy saving efforts. Visitors also have the opportunity to vote on the Reader’s Choice Award.

Volunteerism is also a highlight of this year’s campaign. Planet Green has partnered with Green Apple Festival, America’s largest Earth Day celebration, to host volunteer events and concerts in Atlanta, Austin, Boston, Denver, Washington, D.C., Los Angeles, New York City, San Francisco, and Seattle. Green Apple Festival provides volunteer opportunities for individuals and groups.

Discovery Education will provide Siemens We Can Change the World Challenge, a national K-12 sustainability education initiative, to educators at www.wecanchange.com. The initiative provides teachers with educational resources as well as content that encourages students to engage with the environment.

Planet Green has partnered with numerous non-profit organizations this year, including Ashoka, Earthwatch Institute, Global Green USA, Green Belt Movement, Global Inheritance, National Wildlife Federation, Natural Resources Defense Council, Oceana, Ocean Conservancy and The Nature Conservancy. Partners are actively engaged in creating content and providing volunteer opportunities on PlanetGreen.com and TreeHugger.com. For more information, contact Bryan Hughes at Bryan_Hughes@discovery.com.

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ACC Provides Scholarship For Florida Cable Connections

ACC has agreed to host "Web 2.0 Today," an educational panel, on Thursday, June 18, 2009, at the Florida Cable Connection, and will provide a registration scholarship (valued at $100 each) for up to 30 ACC members to attend the Thursday conference events. For an additional $25, ACC members can also register to attend sessions the next day. Scholarships recipients will be responsible for their own travel expenses.

"Web 2.0 Today," explores the social media landscape and explore ways that you can advance the cable industry online. NCTA’s Paul Rodriguez and Mike Turk, founders of CableTechTalk.com, cable’s blog on technology, will lead the panel.

The Florida Cable Connection will take place June 18 – 19, 2009, at the Ritz Carlton Key Biscayne. Interested ACC Members can contact Steve Jones at sjones@cablecommunicators.org for more information about how to receive a registration scholarship. To register for Florida Cable Connections, visit http://www.ctamnetforum.com/eweb/DynamicPage.aspx?WebCode=CTAMRegLogin&evt_key=791fd76b-3a30-4eed-82a9-a202bda1d19d.

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Thank You, Corporate Members!

Join and support ACC by becoming a 2009 corporate member. For more information on how your organization can join ACC as a corporate member, please contact Steve Jones at sjones@cablecommunicators.org or 202-222-2373.  For membership details, go to http://www.cablecommunicators.org/cmember.php.

Golden Benefactors
A&E Television Networks
Bright House Networks
Cablevision Systems Corporation
Charter Communications
Comcast
Cox Communications
ESPN, Inc.
MTV Networks
NBC Universal TV Networks Distribution
Rainbow Media Holdings
Time Warner Cable
Turner Broadcasting System, Inc.

Benefactors
Lifetime Television

Friends & Associates
Bresnan Communications
Cable ONE
CableLabs
California Cable & Telecommunications Association
Cisco Systems, Inc.
C-SPAN Networks
Discovery Networks
Florida Cable Telecommunications Association
Gospel Music Channel
HBO
Insight Communications
Midcontinent Communications
Ohio Cable Telecommunications Association
Scripps Networks
Showtime Networks
Starz Entertainment
Suddenlink Communications
Texas Cable Association

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