October 2002


Tuesday, 10/8
CBC Program

Ramada Inn, Sunnyvale

Successful Trade Show Management
6:15 PM - 7:30 PM

Public Relations
7:45 PM - 9:00 PM

Wednesday, 10/9
Career Networking Roundtable

Hobee's, De Anza/Stevens Creek
9:00 AM - 10:30 AM

Thursday, 10/10
Treasure in Your Closet
e-Marketing Roundtable

Scott's - Town & Country Center, Palo Alto
8:30 AM - 10:00 AM

Tuesday, 10/15
International Marketing in Asia
International Marketing Roundtable

Biltmore, Santa Clara
12:00 PM - 1:00 PM

Tuesday, 10/15
CBC Program

Ramada Inn, Sunnyvale

Inquiry Management
6:15 PM - 7:30 PM

Direct Response Marketing
7:45 PM - 9:00 PM

Tuesday, 10/22
CBC Program

Ramada Inn, Sunnyvale

7 Steps to E-Marketing
6:15 PM - 7:30 PM
7:45 PM - 9:00 PM

Wednesday, 10/23
What's a Business Brand Worth?
Monthly Luncheon

Wyndham Hotel, San Jose
11:30 AM - 1:30 PM

Thursday, 10/24
Branding Roundtable

Scotts - Town & Country Center, Palo Alto
8:00 AM - 9:30 AM


Expand Your Network, Have Fun and Get Involved
Join the Beacon Awards and Showcase committee to plan and produce Norcal BMA's competition for marketing excellence. Members needed in all areas: Planning, coordination, public relations, direct marketing, venue management, judging event, web writing, etc. Please call Adrienne Parker for more information at 650-348-6700.

Looking for a new job? There are 9 positions listed on CareerLink!

COPY Archives
Misplaced last month's newsletter? Just joined the BMA? Now you don't have to miss a thing - find all the past issues of COPY in the COPY archives.


Raechelle Drivon
Joanne Hasegawa
Mike O'Sullivan

Benoit Rungeard

Faster. Better. Cheaper.

It used to be that you could achieve two out of three of these attributes on any given project or campaign, but never all three. In today's competitive environment, however, clients and/or corporate management are demanding that all three criteria be met.

It's a regrettable misconception: People seem to equate "PR" with "Getting the press to write about me."

Granted, you'll see that many of the articles we showcase below do focus on the topic (or should we say "minefield"?) of media relations. And we think you'll find them enlightening. But as seasoned PR pro Bev Rindfleisch discusses in this month's featured article ("Who Are Your Publics?"), a bona fide "public relations" program must encompass a lot more than that...

Featured article: "Who Are Your Publics?"
By Bev Rindfleisch, Principal, Reesults Consulting

(A NorCal BMA member, Bev is also our current VP of Membership and the facilitator of BMA's new Public Relations Roundtable.)

"Did you get any PR lately?"

I just smile when I hear this question. Could be in a client interchange. Or a corporate communications manager querying an agency account manager. Or, more critically, from a venture capitalist quizzing the nervous entrepreneur who is waiting to get the funding nod.

There is a fundamental distinction that needs to be made here. And, it is my belief many of us are missing win-win opportunities for ourselves, our clients, and our companies if we don't get this straight...

More articles:

"Why This Article Is Not About You"
By Hilary McCarthy — Appeared in MarketingProfs.com

"Bennett & Company's 13th Annual Media Survey"
(What are journalists' top five pet peeves? How do they prefer to receive information? See the survey results!)

The Business of Teaching PR
By Matthew Arnold — Appeared in PRWeek

Will a Press Release Really Help My Business?
By Al Lautenslager — Appeared in MarketingProfs.com
(This article includes 38 potential press release topics)

Every month, "Focus On..." will address a different topic. Future topics will include: Advertising (on- and off- line), Event marketing, Direct Response, Creative Design, Branding, Market Research, International Marketing, Marketing Technologies.

Get your name in ink: If you'd like to contribute an article about any of the above topics, contact Mike O'Sullivan.


"What is your favorite or least favorite current advertisement (any medium) and why?"
Each month BMA members who are experts in their field offer their advice and opinions on a timely question submitted by a member. If you are interested in submitting a question, contact Joanne Hasegawa. If your question is selected, you will receive a coupon for COPY bucks, good for $5 off a BMA luncheon of your choice. The editors reserve the right to edit or excerpt portions of responses due to space limitations.


Every month, our "Member News" section will highlight member accomplishments. Plus we'll introduce new members.

AMD Division Selects NetLine for e-Marketing Services
AMD's Marketing Communications and Flash Memory Product Marketing Group has selected NetLine Corporation to help execute its e-Marketing efforts. Specifically, NetLine will redesign and deliver the group's rich media e-newsletter, while also providing back-end tracking & database management.

This announcement provides yet another illustration of why BMA membership is so valuable. Raechelle Drivon (NetLine's VP of Marketing, and BMA's COPY Editor-in-Chief) and Dianne Sheppard (the AMD Marketing Communications Manager who oversees the newsletter) are both members of the BMA -- and NetLine was invited to pitch the account because of the BMA connection.

NetLine, based in Boulder Creek, is a marketing automation service provider that combines powerful technology with proven best practices to help companies maximize the value of their customer interactions.

Want us to showcase YOU?
This is your opportunity to promote yourself. Maybe your company / agency secured a new customer / client. Maybe you just got promoted. Maybe your company / agency reached some milestone. Whatever the case, we want to
hear about it.

If you've got any achievements to share for the next issue of COPY, contact Mike O'Sullivan.

A hearty welcome to our new members!

Cary Woll (Principal, Wolldog Enterprises)
Kathryn Hall (Formerly Director of Corp Comm. for @Road)
Deborah Holstein (VP of Marketing, Meriwest Credit Union)
David Riker
Jennifer Bader (Senior Counsel, McClenahan Bruer Communications)
Julie Rottmayer (Formerly Marketing Acct Mgr at Rainmaker Systems)


Get Active in the NorCal BMA!
Looking for ways to get more active in the NorCal chapter of the BMA? Interested in chairing a Roundtable? Or maybe you have a question about your membership or want to drop the president a line. Whatever your need, we're here to help - contact a chapter board member today!