We are our own publicist!

With Toronto, at least, being well entrenched in social networking, many of us have become experts at methodically and consciously managing how the world percieves us. Whether it's deciding to "untag" ourselves, tailor privacy settings or even photograph ourselves in suits on our cell phone while writing cheques, we have revolutionized what it means to be a publicist. Like choosing what to wear everyday in the morning as a method of constucting how we are percieved, we can systematically decide how our extended network of aquaintences thinks they know us.

So What?

It's a valid question. And, if you're not actively searching for a job or in the marketing industry, does all this social networking hoopla really have any material effect on your life? Of course. The underlying justification of maintaining control of your impressions on others is none other than communication.

So, decide what you want to communicate and communicate it, with every dimension. Say what you say, in every way.

The Underworld of Publicity

A publicist is like the rope puller for the grand red curtain in a theatrical production - essentially invisible to both parties, especially the audience. The audience is dimly aware of the rope puller but memory of this person is vague. In fact, the audience generally does not consider how the curtain moves aside and unveils this production. And yet, this rope puller is essential. Without them, communication is impossible.

The difference between the promotion, PR and publicity is this. Promotion is for constant growth, PR is to avoid negative growth, and publicity is the jump. The spike in sales to get noticed.

Decide your objective in communicating with your target, then follow with the appropriate tools.

Strolling for Inspiration

Living in the suburbs has an endless list of inconveniences and lack of opportunity for a 20-something struggling professional. And, apart from all the glamour that is associated with metropolitan it is mostly the opportunity for inspiration that comes with such density that really sets the burbs and downtown apart. Of course, inspiration can be anywhere. But my inspiration, generally comes from observing people, which cannot be found outside a mall or car out here.

So, I ventured toward the massive concrete retail prison dubbed the mall for most and began my stroll vaguely aware that I just might not find anything. What was new and exciting out here? Even the sales people remained far from their store doors, hiding from potential customers behind their cashiers. I wondered how many of these stores actually generated a consistent profit? Or perhaps that really wasn't the point. Perhaps to some degree, as long as stores broke even, retailers had a form of advertising that could be for free. Brand recognition to their target. Shoppers.

As I continued my stroll, I observed all kinds of shoppers but generally never quite alone as I was. People would bring along their friend, grandma, child, whatever. Shoppers need reassurance. And in the buying process I think this was the final push into purchase that shoppers need. Affirmation. Acceptance or even proof of a positive social reaction. And so, applying this tidbit of information to say, in-store layout, design should take into consideration the opportunity for affirmation. This is ultimately what fashion retaillers need to plan their floor space for.

Finding your Soul Mate of Careers

After years in one establishment, I made the risky decision to give it all up and move to Paris for several months. In hindsight, and sitting here for the past 3 hours job hunting, I find that I am now really being put to the test. And if it's one characteristic I really enjoy about myself, it's resourcefulness. I like being pushed up against the wall, because it is at this moment do we also push ourselves to make strategic decisions.

It's been ages since I've had any real need to look for another job and I've realized how unprepared I am. Looking for a job is very much like searching for a client. It's not just about you it's about them as well. And so, the firm is presenting what they have to offer at the same time you are presenting what you have to offer.

The job or career you search for must be very much reflected in yourself. If you're a web designer, then your resume and your life outside of web designing should be entrenched in that industry and if not in the skills that surround it. This is the key to becoming an expert in your field. Jack of all trades is not the way to go at all. Specialize, specialize, specialize. Breathe your career! This is why it's so important to have passion for what you do. It's because, it's impossible to truly be amazing at something you don't like doing.

This is the key to finding your soul mate of careers. Pick what you want then invest your time into crafting your own skills and experience to get there.

Don't forget how big your bubble can be!

I've been living in Paris for the past 3 months and re-reading my last post (yes it has been awhile!) I realize how our geographical landscape and the culture that it insinuates very much molds our relationships with businesses. To take it another step further, not only do our relationships with businesses change depending on where in the world we physically are, how we think about promotions, marketing and advertising - our perspectives - are very much intertwined as well.

Toronto seems to be the lab rat of cities where on any urban corner you can be either bombarded by a mob of hawkers or equally intrusive billboards. I peronally have become desensitized to the phony hype that businesses try to instigate. I've seen it all, although I do stop, from time to time, to appreciate the more ingenious & out-of-the-box promotion solutions, the majority "me-too" campaigns are grey clutter.

It was only until moving to Paris that I fully digested that perhaps, Toronto was one of several lab rats and clearly not the worldwide norm. It was eerie at first, trying to pinpoint (other than the obvious) what made Paris's urban landscape so charming. I found that to a large extent it was its absence of advertising.

As if the city was saying,"Look, let's try to keep the focus on the city itself, not on consumption." How different is that voice in Toronto? Clearly, our architecture scene is not on par with cities with a deeper, more enriched history. But how much of the clinical, starkness that Toronto exudes in comparison with European cities is due to a lack of history? Toronto has a thriving arts scene and yet, we are moved toward looking at the facade of a building and not the building itself.

My thoughts on advertising are conflicted, especially being someone from within the industry itself. How can we communicate our ideas to the masses without being obnoxious and loud? It seems the harder we try to make ourselves known, the further consumers feel pushed up against their bubble wall.