Via this column, we'll explore one grammar rule each week. If you have a grammar question you'd like me to address, please drop me a line at grace.lavigne@prnewswire.com and I'll do my best to answer it.

It's ice cream weather! Whether you're a cone or a cup person, this heat wave means that either way you'll need to try extra hard to eat fast before the ice cream melts (this shouldn't be a problem anyway). Otherwise you'll end up with ice cream and sprinkles dripping all over your hands!

Let's take advantage of this scorching heat to lick the problem of when to use compliment vs. complement. If you drip some ice cream on your shirt or lap, does it compliment or complement your appearance? Here's the scoop:

According to Merriam Webster, a compliment (with an "i") is an expression of respect, affection or admiration.

• That ice cream on your shirt looks stylish! (Don't I give the best compliments?) [noun]
• Right after he complimented her on her new dress, she dropped ice cream all over it. [verb]
• The ice cream at the hotel is complimentary, but all they have is Rocky Road! [adjective]

On the other hand, a complement (with an "e") is something that fills up, completes or makes perfect.

• The ice cream complements the root beer very nicely. [makes perfect]
• The ice-cream store has a full complement of flavors. [completes]
• The waffles came with a complementary scoop of vanilla. [makes perfect]

Pro Tip: If you're still not sure about when to use compliment vs. complement, it helps to remember that compliments are generally exchanged between people. If a sentence is referencing inanimate objects, then likely go with complement. Your ice cream can't compliment your shirt!

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

image via Flickr user miss karen

ProfNet is a free service that provides journalists, bloggers, authors and other writers with links to experts and story ideas on the topics they cover. You’ll also find links to job opportunities and other news and resources we think you’ll find useful. To receive these updates by email, send a note to profnet@profnet.com with the industries you cover, and we'll add you to the appropriate edition.

If you are in need of an expert source, you can also submit a free ProfNet query and have qualified sources come to you, or search the free ProfNet Connect database, which features nearly 50,000 user profiles, all searchable by keyword. If you are looking for Spanish-speaking experts, you can also opt to send your query via ProfNet en Español; just select that option when submitting your request.

Submit a free ProfNet query

Search the ProfNet Connect experts database

EXPERT ALERTS

• Teen Sexting Linked to Risky Sexual Behaviors
• Affordable Care Act: Changes in 2014
• Affordable Care Act: Medicaid Funding
• Affordable Care Act: Protections for Existing Plans
• Legal Analysis of Arizona Immigration Ruling
• Creating Study Spaces for Children
• Appropriate Fashion for Work Events
• Pastels in Your Work Wardrobe
• Pencil Skirts for Work
• Dude-Ranch Weddings
• Tuxes for Grooms: Classic Is Always in Style
• What Grooms Can Wear at a Beach Wedding

MEDIA JOBS

• Fashion and Beauty Editor - NYC
• Reporter - Los Alamos, N.M.
• Journalist - Ste. Genevieve, Mo.
• Copy Editor - Atlanta
• Associate Producer - San Diego

OTHER NEWS & RESOURCES

• Wellness Blogs to Feel Good About
• Grammar Hammer: There 'May Be' or 'Maybe' a Shark in the Water?
• Patients Force Progress for Hospitals to Use Social

********************

EXPERT ALERTS

Expert Alerts are listings of ProfNet members who are available to discuss timely news topics. If you are interested in interviewing any of the experts, please contact their media representative at the end of the listing. You can also find Expert Alerts online at bit.ly/pncalerts

Teen Sexting Linked to Risky Sexual Behaviors
Dr. Jeff Temple
Photo:
Assistant Professor of Obstetrics and Gynecology
University of Texas Medical Branch
“It appears that sexting is a modern version of ‘show me yours and I’ll show you mine.’ Pediatricians, policymakers, schools and parents have been handicapped by insufficient information about the nature and importance of teen sexting. These findings shed new light on the public health importance of this increasingly common behavior, and we hope that the data contributes to improved adolescent health care.”
In the first study of the public health impact of teen sexting, Temple found that close to 30 percent are engaging in the practice of sending nude pictures of themselves via emails or texts -- despite reporting being "bothered" by requests for such images. Further, the practice is indicative of teens’ sexual behavior overall and, particularly, girls’ participation in risky sexual behaviors.
Bio: bit.ly/L58z8J
Website: www.utmb.edu
News Contact: Brianne O’Donnell, brianne.odonnell@gabbe.com or +1-212-220-4444

Affordable Care Act: Changes in 2014
Seth J. Chandler
Professor
University of Houston Law Center
"The landscape will be very different for individuals lacking health insurance come 2014, particularly for those who desire health insurance but can’t afford it. Beginning in 2014, people without health insurance will have the option of purchasing insurance through health insurance exchanges, basically Internet-based markets for insurance. People with household incomes between 100 percent and 400 percent of the federal poverty limit will also be eligible for subsidies that help them pay for their health insurance premiums and cost-sharing. The Affordable Care Act provides that each state should establish a health insurance exchange, with federal funds available to assist states in doing so."
Chandler is an expert on health law. He is available to comment on the high court’s ruling, its impact and the outlook for the Affordable Care Act.
News Contacts: Carrie Criado, cacriado@central.uh.edu or +1-713-743-2184; and John T. Kling, jtkling@central.uh.edu or +1-713-743-8298

Affordable Care Act: Medicaid Funding
Patricia Gray
Director of Research in the Health Law & Policy Institute
University of Houston Law Center
"The Affordable Care Act (ACA) emerged largely unscathed with the court finding that the individual mandate is constitutional. The court also upheld the ACA’s expansion of the Medicaid program, but did so only because the court prohibited the federal government from taking all Medicaid funding away from states that decline to participate in the expansion. The ruling offers states the ability to decide whether to 'opt in' or 'opt out' of the Medicaid expansion free from fear that the federal government will take away all their Medicaid funding if they opt out."
Gray is an expert on health law. She is available to comment on the high court’s ruling, its impact and the outlook for the Affordable Care Act.
News Contacts: Carrie Criado, cacriado@central.uh.edu or +1-713-743-2184; and John T. Kling, jtkling@central.uh.edu or +1-713-743-8298

Affordable Care Act: Protections for Existing Plans
Jessica Lind Mantel
Co-Director of the Health Law & Policy Institute and Assistant Professor
University of Houston Law Center
"People who already have health insurance can keep their coverage. However, the Affordable Care Act sets forth a range of new consumer protections that apply to existing plans. For example, individuals no longer have a co-payment for certain preventive services, such as vaccinations and screening tests, although their premiums have likely increased to pay for this 'free' care. Some provisions are already in effect -- prohibiting insurance denial for children with pre-existing conditions, authorizing coverage for children up to age 26 on their parents’ insurance, removal of the lifetime caps on coverage -- but most of the important and expensive provisions will be phased in starting in 2014."
Mantel is an expert on health law. She is available to comment on the high court’s ruling, its impact and the outlook for the Affordable Care Act.
News Contacts: Carrie Criado, cacriado@central.uh.edu or +1-713-743-2184; and John T. Kling, jtkling@central.uh.edu or +1-713-743-8298

Legal Analysis of Arizona Immigration Ruling
Geoffrey A. Hoffman
Clinical Associate Professor and Faculty Supervisor at Law Center Immigration Clinic
University of Houston
"The Supreme Court held that three of the four provisions of SB 1070 under consideration were preempted under the Supremacy Clause of the federal Constitution. The fourth provision, Section 2(B), was held not preempted, as written. It requires inter alia local and state officers to determine the immigration status of a person if 'reasonable suspicion' exists that he or she is unlawfully present in the United States. Importantly, the court left the door open for future 'as applied' challenges based on preemption and racial profiling. The Supreme Court has now significantly made clear that immigrants and immigration policy is essential to the future of the nation as a whole. In the words of the court, 'immigration policy shapes the destiny of the nation.'"
Hoffman is a national expert on immigration law, and has been watching the case closely as it made its way through the courts. He is available to comment on the high court’s ruling and to discuss what it means for future immigration policy.
News Contacts: Carrie Criado, cacriado@central.uh.edu or +1-713-743-2184; and John T. Kling, jtkling@central.uh.edu or +1-713-743-8298

Creating Study Spaces for Children
Jackie Barry
Interior Design Program Coordinator
The Art Institute of Houston-North, a branch of The Art Institute of Houston
"The key is giving children a choice when designing a suitable space for them -- talk to your children about how they like to study and what motivates them. Know what to keep and what to throw out. If you bring something new into the study space, perhaps it’s time to get rid of something old."
Barry also suggests keeping a clock and a calendar in the room to reinforce organization and time management.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

Appropriate Fashion for Work Events
Jessica Little
Fashion Marketing Instructor
The Art Institute of Wisconsin
"Don’t over-accessorize, and don’t wear too much makeup or overdo it on the jewelry. Don’t try to be somebody you’re not just because it’s a party."
Little can speak about dressing for work functions. Opting for one piece of jewelry that stands out but does not overshadow your entire look is a way to avoid over-accessorizing. Little also advises you to ask a salesperson what the average age is of people who are buying the garment that you’re considering, in an effort to stay age-appropriate.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

Pastels in Your Work Wardrobe
Victoria Sinon
Academic Director for Fashion Design
The Illinois Institute of Art in Chicago
"Don’t be afraid to try pastels with vibrancy -- that can really add some pop to your outfit. Regarding the hot summer maxi-dress craze, stay away from the style altogether. You really want to look pulled together, so don’t wear some mid-calf skirt or a maxi dress, because you want to dress for the office environment."
Sinon can speak to summer work wardrobes. Sheer, feminine tops are in this season; just don’t forget to pair them with a camisole underneath.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

Pencil Skirts for Work
Kristy Janigo
Lead Instructor for Fashion Design
The Art Institutes International Minnesota
"The pencil skirt is still a staple. The length should be just above the knee, in black or a neutral color to match just about anything in your wardrobe. If your work environment allows it, you could try a suit with capri-length pants. Just pair the pants with high heels or a wedge."
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

Dude-Ranch Weddings
Elizabeth Heuisler
Academic Director for Fashion Design and Fashion Marketing
The Art Institute of Tucson in Arizona
"Now people are much more creative, with destination weddings and dude-ranch weddings, which are popular here in Arizona. The attire matches the location."
Heuisler advises that grooms should still lay out some cash for a new pair of jeans if they wind up saying their “I do's” at a dude ranch.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

Tuxes for Grooms: Classic Is Always in Style
Jane Carlton Hall
Fashion Design Instructor
The Art Institute of Houston
"When it’s time to find a place to cut costs when planning your wedding in this economy, a formal tux is one place couples start. In my opinion, the groom should dress in the same way that a museum frames a beautiful painting, so as not do detract from the bride.”
Hall points out that even if the groom springs for a new suit, it’ll be something he can wear again and again. Hall goes on to say that the recent royal wedding in Britain reminds us that classic looks are always in style. But according to Hall, when all is said and done, the special day is still about the bride.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

What Grooms Can Wear at a Beach Wedding
Cyndy McCoy
Fashion and Retail Management Instructor
The Art Institute of Fort Worth, a campus of South University in Texas
"A nice light-colored shirt with linen pants and sandals or even barefoot works very well for the groom at a beach wedding. Nothing dictates that you have to wear a tux. And even if you are taking a more traditional route and planning a formal evening wedding, you don’t necessarily need a tux. A nice black suit works quite well."
McCoy advises that even if you don’t necessarily plan on wearing a tux, a formalwear store is a good place to go for ideas and advice about current trends.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

********************

MEDIA JOBS:

Following are links to job listings for staff and freelance writers. You can view these and more job listings on our Job Board: bit.ly/pncjobboard

• Fashion and Beauty Editor - NYC
• Reporter - Los Alamos, N.M.
• Journalist - Ste. Genevieve, Mo.
• Copy Editor - Atlanta
• Associate Producer - San Diego

See more listings here.

********************

OTHER NEWS & RESOURCES:

Following are links to other news and resources we think you might find useful. If you have an item you think other reporters would be interested in and would like us to include in a future alert, please drop us a line at profnetalerts@prnewswire.com

• WELLNESS BLOGS TO FEEL GOOD ABOUT: PR Newswire's Thomas Hynes shares some of the best wellness blogs he's seen: bit.ly/N1Whd8

• GRAMMAR HAMMER: THERE 'MAY BE' OR 'MAYBE' A SHARK IN THE WATER?: ProfNet Editor Grace Lavigne explains when it's correct to use "may be" and "maybe": bit.ly/MARvVB

• PATIENTS FORCE PROGRESS FOR HOSPITALS TO USE SOCIAL: PR Newswire's Christine Cube discusses patients using social media to help direct their medical journey: bit.ly/LlhuOS

ProfNet is a free service that provides journalists, bloggers, authors and other writers with links to experts and story ideas on the topics they cover. You’ll also find links to job opportunities and other news and resources we think you’ll find useful. To receive these updates by email, send a note to profnet@profnet.com with the industries you cover, and we'll add you to the appropriate edition.

If you are in need of an expert source, you can also submit a free ProfNet query and have qualified sources come to you, or search the free ProfNet Connect database, which features nearly 50,000 user profiles, all searchable by keyword. If you are looking for Spanish-speaking experts, you can also opt to send your query via ProfNet en Español; just select that option when submitting your request.

Submit a free ProfNet query

Search the ProfNet Connect experts database

EXPERT ALERTS

• Appropriate Fashion for Work Events
• College Graduates: Navigating a Job Fair Takes Preparation
• Finding Money for College
• Looking for a Job? Use Social Media to Brand Your Image
• Pastels in Your Work Wardrobe
• Pencil Skirts for Work
• Playing Games to Keep You Fit
• Proper Dress for an Interview Will Make or Break You
• Start Your New Job on the Right Foot by Being Prepared
• Virtual Personal Trainers

MEDIA JOBS

• Reporter - New Orleans
• Fashion/Beauty Editor - NYC
• Associate Producer - San Diego
• Political Reporters - Arlington, Va.
• Editorial Assistant - Chicago

OTHER NEWS & RESOURCES

• Seven Business Lessons From Your Dog
• Grammar Hammer: Happy Fourth or 4th of July?
• Upcoming #ConnectChat: Halfway Through 2012
• Interesting Expert of the Week, Numismatics Edition

***************
EXPERT ALERTS

Expert Alerts are listings of ProfNet members who are available to discuss timely news topics. If you are interested in interviewing any of the experts, please contact their media representative at the end of the listing. You can also find Expert Alerts online at bit.ly/pncalerts

Appropriate Fashion for Work Events
Jessica Little
Fashion Marketing Instructor
The Art Institute of Wisconsin
"Don’t over-accessorize, and don’t wear too much makeup or overdo it on the jewelry. Don’t try to be somebody you’re not just because it’s a party."
Little can speak about dressing for work functions. Opting for one piece of jewelry that stands out but does not overshadow your entire look is a way to avoid over-accessorizing. Little also advises you to ask a salesperson what the average age is of people who are buying the garment that you’re considering, in an effort to stay age-appropriate.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

College Graduates: Navigating a Job Fair Takes Preparation
Carole Redden
Director of Career Services
Brown Mackie College in Phoenix
"As unemployment rises, many Americans find themselves unexpectedly looking for work. Suddenly, attending a job fair becomes a vital opportunity to network, develop interviewing skills and -- hopefully -- find a job. College graduates entering the job market now compete with stay-at-home parents, the unemployed and even retirees who have returned to the workforce. There just aren’t that many available jobs out there. Attending a job fair can be a great way to consolidate efforts when looking for employment. However, increased competition for fewer positions means applicants must find ways to stand out in a crowd."
Redden can offer advice on how to make the most of your opportunities when attending job fairs.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

Finding Money for College
Darlene Violet
Director of Financial Aid
Brown Mackie College in Akron, Ohio
"In a competitive job market, earning a degree can be the biggest single step one can take to enhance career value and earning potential. As many bask in the glow of making plans to increase their career potential, the prospect of paying for college is a sobering reality. Few of us have funds set aside for this endeavor. Prospective students often don’t know where to start, but take heart."
Violet can offer advice on funding your college education.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

Looking for a Job? Use Social Media to Brand Your Image
Jessica Khan
Assistant Director of Career Services
Brown Mackie College in Fort Wayne, Ind.
“Job seekers are always looking for ways to connect with employers. Many do not realize that the same tools used for communicating socially are just as useful when looking for a job. Social media has come a long way in connecting job seekers with employers."
Khan can provide several tips for incorporating social media in your job search.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

Pastels in Your Work Wardrobe
Victoria Sinon
Academic Director for Fashion Design
The Illinois Institute of Art in Chicago
"Don’t be afraid to try pastels with vibrancy -- that can really add some pop to your outfit. Regarding the hot summer maxi-dress craze, stay away from the style altogether. You really want to look pulled together, so don’t wear some mid-calf skirt or a maxi dress, because you want to dress for the office environment."
Sinon can speak to summer work wardrobes. Sheer, feminine tops are in this season; just don’t forget to pair them with a camisole underneath.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

Pencil Skirts for Work
Kristy Janigo
Lead Instructor for Fashion Design
The Art Institutes International Minnesota
"The pencil skirt is still a staple. The length should be just above the knee, in black or a neutral color to match just about anything in your wardrobe. If your work environment allows it, you could try a suit with capri-length pants. Just pair the pants with high heels or a wedge."
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

Playing Games to Keep You Fit
Li Harmon
Academic Director of Game Art and Design, Media Arts and Animation, and Visual Effects and Motion Graphics
The Art Institute of Las Vegas
"Any activity you can do outside, like cross-country skiing or baseball, you can do with these gaming systems. Some of these games even make you feel guilty if you haven’t done your virtual workout in a while."
Harmon can talk about game consoles and keeping fit.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

Proper Dress for an Interview Will Make or Break You
Micki Holliday
Director of Career Services
Brown Mackie College in Kansas
“For your success, the way you dress and the first impression you make during an interview could get you a job offer or a rejection letter. So, be prepared when you leave for that interview, knowing that you will make a lasting impression on the interviewer. With such a tough job market, you must be on board with certain tips."
Holliday can provide tips on how to dress for success.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

Start Your New Job on the Right Foot by Being Prepared
Robin Nash
Director of Career Services
Brown Mackie College in Salina, Kan.
"Getting a new job is great. You learn new things, meet new people, and begin to build or enhance your career. Giving a good first impression on the job will go a long way."
Nash can provide some guidelines about how to prepare for your new job, including the questions the new employee should ask.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

Virtual Personal Trainers
Shannan Wheaton
Academic Director for Graphic Design, Web Design and Interactive Media
The Art Institute of Ohio in Cincinnati
"If you’re always on the go, start measuring just how far you are going with a pedometer application for your smartphone. And kick it up a notch with one that will post your results to your Facebook page. Not only does it track you, but it lets all your friends know if you’re slacking. We’re heading toward a video world and we’re going to see more virtual personal trainers in the future.”
Wheaton says there’s more of that kind of workout coming in the future. She can speak to interactive media and technology to keep you fit.
News Contact: Yasmin Hosseinzadeh, yhosseinzadeh@aii.edu or +1-415-565-9948

***************

MEDIA JOBS:

Following are links to job listings for staff and freelance writers. You can view these and more job listings on our Job Board: bit.ly/pncjobboard

• Reporter - New Orleans
• Fashion/Beauty Editor - NYC
• Associate Producer - San Diego
• Political Reporters - Arlington, Va.
• Editorial Assistant - Chicago

See more listings here.

******************

OTHER NEWS & RESOURCES:

Following are links to other news and resources we think you might find useful. If you have an item you think other reporters would be interested in and would like us to include in a future alert, please drop us a line at profnetalerts@prnewswire.com

• SEVEN BUSINESS LESSONS FROM YOUR DOG: ProfNet Director Maria Perez explains what pups can teach us about the business world: goo.gl/iCU23

• GRAMMAR HAMMER: HAPPY FOURTH OR 4TH OF JULY? ProfNet Editor Grace Lavigne reviews when to use numerals vs. writing out numbers: goo.gl/77QMr

• UPCOMING #CONNECTCHAT: HALFWAY THROUGH 2012: ProfNet Editor Evelyn Tipacti invites the ProfNet community to participate in a "freestyle" chat on Tuesday, July 3, from 3 to 4:30 p.m. EDT: goo.gl/Wz4K1

• INTERESTING EXPERT OF THE WEEK, NUMISMATICS EDITION: ProfNet Director Maria Perez interviews Donn Pearlman, who collects rare coins and paper money, sports memorabilia, comic books, and entertainment and celebrity memorabilia: goo.gl/9wyHo

Via this column, we'll explore one grammar rule each week. If you have a grammar question you'd like me to address, please drop me a line at grace.lavigne@prnewswire.com and I'll do my best to answer it.

For this year's Independence Day, we have three very simple rules on when to write out numbers and when to use numerals:

Rule 1: Spell out single-digit whole numbers. Use numerals for numbers greater than nine.

• I had two beers before the fireworks started.
• Can you seriously eat 10 hot dogs? Barf!
• She just bought six glow sticks!
• He hung up 15 flags.

Rule 2: Always follow Rule 1 for consistency, even if it means including a numeral and spelled-out number in the same sentence.

• There were 12 waffle balls when this game started, and now there's only seven. Stop hitting homeruns!
• He made 15 cheeseburgers 20 minutes ago and now there's only one left.

Rule 3: Ages are always numerals.

• The girl was 2 years old.
• His baby is 8 months old.

Enjoy the food and fireworks! Happy Fourth of July!

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

Image via Flickr user Patrick Hoesly

Via this column, we'll explore one grammar rule each week. If you have a grammar question you'd like me to address, please drop me a line at grace.lavigne@prnewswire.com and I'll do my best to answer it.

This week is the 37th anniversary of America's most beloved and paranoia-inducing shark movie of all time -- "Jaws"!

Although the movie was filmed in Martha's Vineyard, Mass., the "Jaws" book (and subsequently the movie) was inspired by real events that unfolded on the Jersey Shore in the summer of 1916. It was scorching that year, and droves of people were seeking refuge in the ocean water. In the span of two weeks, four people were killed and one was injured in shark attacks, setting off a frenzy of "man-eater" hunts.

It is unknown what type of shark species was responsible for the attacks, but scholars suspect it was the great white shark or the bull shark.

Which brings us to our rule. Which is correct?

• The attacks were maybe caused by a great white.
• The attacks were may be caused by a great white.

Main Rule: "May be" is a verb phrase (verb + auxiliary); "maybe" is an adverb.

Quick test: Replace the "maybe/may be" with "perhaps." If "perhaps" makes sense, then it's "maybe." If "perhaps" doesn't make sense, then it's "may be."

Example 1:

• Maybe/may be you should get out of the water.
• Perhaps you should get out of the water.

This example passes the "perhaps" test, so the adverb "maybe" is correct.

Example 2:

• The shark maybe/may be a vegetarian.
• The shark perhaps a vegetarian.

This example fails the "perhaps" test, so the verb phrase "may be" is correct.

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

image via Flickr user candiche

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I recently took on a client who has some controversial stances. We're anticipating that we'll have to deal with protesters at some point. Any advice?

Protester PR

*************

Dear Protester PR,

Two ProfNet experts share their insight:

"Protesters are one of the challenges that any politician or major CEO faces," says David Johnson, CEO of Strategic Vision. How they respond to the protesters says a lot about how the media portrays them.

Protesters show up at events because they want to create publicity and embarrass the public figure, Johnson continues. They want to become the media story, rather than the event or speech that is being held. Protesters also know that reporters love conflict, especially in this 24/7 news cycle.

So what should you do or not do if you are the subject of protesters?

What to Do

1. Let the media know. First, if you are aware that people intend to protest your event, let the media know that, says Johnson. The media should know that you expect protesters will try to hijack the event, and that you are still going forward with it anyway.

A huge advantage here is having a relationship with the press, notes John Oxford, director of external affairs at Renasant Corporation. Unless the protesters are part of a professional outfit, like unions or special interest groups, then they won't have the same connections as a good press secretary or PR professional.

For example, the Occupy Wall Street movement had a strong protest in numbers, but too often their quotes or message in the media was disjoined and came off lacking a clear reason for protesting, says Oxford.

2. Give protesters their own space. "Welcome the protesters and make sure they have a space for their protest, but try to pack the main area in front of the CEO or politician with supporters," suggests Johnson. "That way, the media visual the protesters are hoping for is marginalized or even eliminated."

3. Invite them to speak. The easiest way to diffuse a protest is to invite the protesters up to the podium with you so they can address the crowd and espouse their views, says Johnson.

Most protesters will never take you up on the offer, since they haven't thought through their position well enough to coherently address a crowd, and by their refusal, they will become quiet. Those who do accept will speak briefly, leave and cease protesting.

Then the media story becomes the speech the public figure was giving, with the protesting incident as a minor footnote, if even that, he says.

4. Have a laugh. "Humor is another way to stop a protester cold in their tracks," says Johnson.

However, the person using humor must also be seen as possessing a sense of humor, he warns. "It is why a Richard Nixon, Jimmy Carter or Donald Trump can never succeed doing this, while a Bill Clinton or Ronald Reagan were successful."

The public figure should address the protesters with a one-liner or quip. "The purpose of this is to make the protesters seem ridiculous and have the crowd laugh at them. Nothing silences a protester more than when a crowd turns and laughs at them," he says.

5. Use the power of silence. Protesters want attention -- that is the whole point, says Johnson. A public figure who ignores protesters deprives them of the power of recognition, and stays in control.

6. Go on the offensive. "Once, after a debate on a college campus, I had protesters follow me to my car yelling," recounts Oxford. This actually worked against the opposition, because it was out of the realm of the debate, which allowed him to go on the offensive with the press.

7. Pick your battles. "One of the best experiences I had with someone handling protesters was with then Health and Human Services Secretary Tommy Thompson in 2001," says Oxford.

"There was a large protest being planned by folks in wheelchairs looking to raise an issue they had with the federal government," he continues. "Obviously, a large group of people in wheelchairs not a public relations battle you can win."

Instead of ignoring them, Thompson went out to visit with them as they starting protesting. He and his staff spoke with them and listened to their cause, instead of just passing by to give the speech.

"It really disarmed their energy to attack when they saw that he cared and listened," Oxford explains.

"If you can disarm the protest in a nonpublic fashion, show compassion, or at least reason with the protesters -- sometimes you can avoid an ugly event for both sides."

What Not to Do

1. Do not get upset. "Engaging a protester, telling them to shut up or showing that you are upset with the protesting is the absolute worst thing a public figure can do," says Johnson. "Such action merely empowers the protesters to continue." Then the protesters become the focus of the event, and it encourages them to show up at other events.

"Ronald Reagan in 1980, when his campaign was struggling after an early defeat in the Iowa caucuses, tried to engage protesters and said it was the worst mistake he ever made as a public figure," he says.

2. Do not be insensitive. Although it depends on the topic and how it's going to be covered, oftentimes a response can backfire and make the public figure look cold and calculating, says Oxford.

Sometimes these insensitive responses will become the story, Oxford continues. Like Marie Antoinette's notorious "Let them eat cake," or BP CEO Tony Hayward's "I'd like my life back," after the worst oil spill in U.S. history.

Only respond if not responding would look worse, instructs Oxford.

3. Do not stray from the topic. "Never go off message during the protest of a tragic event, as there can be legal implications as well as total professional embarrassment often due to emotions running high at that moment," says Oxford.

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

image via Flickr user david_shankbone

ProfNet is a free service that provides journalists, bloggers, authors and other writers with links to experts and story ideas on the topics they cover. You’ll also find links to job opportunities and other news and resources we think you’ll find useful. To receive these updates by email, send a note to profnet@profnet.com with the industries you cover, and we'll add you to the appropriate edition.

If you are in need of an expert source, you can also submit a free ProfNet query and have qualified sources come to you, or search the free ProfNet Connect database, which features nearly 50,000 user profiles, all searchable by keyword. If you are looking for Spanish-speaking experts, you can also opt to send your query via ProfNet en Español; just select that option when submitting your request.

Submit a free ProfNet query

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EXPERT ALERTS

• Returning to the Classroom
• Campus Safety and Violence
• A Criminal-Justice Degree Opens Many Career Opportunities
• Five Steps to Positively Affect Community Health Through Education

MEDIA JOBS

• Staff Writer - Norfolk, Va.
• Digital Journalist - Johnson City, Tenn.
• Reporter - NYC
• Broadcast Journalist - Minneapolis
• Weekend Sports Anchor - St. Petersburg, Fla.

OTHER NEWS & RESOURCES

• Seven Ingredients for Crisp Writing
• Ten Business Blogging Mistakes
• Inside PR Newswire: Sara Campbell, Senior Audience Researcher

***************
EXPERT ALERTS

Expert Alerts are listings of ProfNet members who are available to discuss timely news topics. If you are interested in interviewing any of the experts, please contact their media representative at the end of the listing. You can also find Expert Alerts online at bit.ly/pncalerts

Returning to the Classroom
Aloma Mendoza, Ph.D.
Adjunct Professor at Argosy University in Atlanta
Author of the e-book "How to Succeed in College: Tips for the Adult Learner"
"For adults who have been out of the classroom since high school, the decision to return to the classroom can be a daunting one. These individuals are faced with the need to determine how college will affect their daily life, whether or not furthering their education will benefit their career, and whether they will be able to study effectively and understand the coursework. Knowing where to go, what to study and what resources they'll need to succeed in the classroom is critical to earning their degree."
Mendoza is available to discuss what adult learners need to consider before pursing their education and what it will take for them to be successful.
News Contact: Anne K. Dean, adean@argosy.edu or +1-714-620-0910

Campus Safety and Violence
David Moore, Ph.D., CDP
Associate Professor
Argosy University in Seattle
"Campus safety and violence are so difficult to deal with, since they are often the act of an isolated disturbed person. It is essential to have people who have solid experience to provide leadership and counselor supervision to rebuild the community culture and sense of safety."
Moore, who has led mental health response teams in the Santana High School in San Diego and Granite Hills High School in El Cajon, Calif., and assisted with shootings at Pacific Lutheran University and the high school for Red Lake Ojibway Tribe, is available to discuss the importance of mental health training and prevention to help schools and other institutions prepare for and cope with shooting tragedies.
News Contact: Anne K. Dean, adean@argosy.edu or +1-714-620-0910

A Criminal-Justice Degree Opens Many Career Opportunities
Christie Bergman
Chair of the Criminal-Justice Department
Brown Mackie College in Tulsa, Okla.
"Are you considering going back to school? Many adults are doing just that. The National Center for Education (NCES) (1.usa.gov/LXeMyH) reports an increase in college enrollment for the last decade, with students who are 25 and older enrolling at a higher rate than younger ones. Through 2019, the NCES expects a rise of 23 percent of older students enrolling in college and an increase of just 9 percent for younger students. For those considering a different career, a criminal-justice degree can offer more avenues to employment than you may think. A two-year associate degree can equip you to apply for a variety of entry-level positions in the field. A four-year bachelor's degree can open even more options. Peterson’s (bit.ly/MtN8eH), a comprehensive guide to colleges, cites criminal justice as one of the most popular majors in the country."
Bergman will discuss what career opportunities there are in the criminal-justice field.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

Five Steps to Positively Affect Community Health Through Education
Dr. Mine S. Seniye
Chair of the Allied Health Department
Brown Mackie College in Albuquerque, N.M.
"Health education is a rewarding career for many. You don’t have to be a doctor or a nurse to become involved. It takes professionals in accounting, research, law and administration -- as well as individuals who enjoy working with people -- all collaborating to improve the well-being of others. Why care about community health? Several reasons, according to the Association of Schools of Public Health’s website What is Public Health? (bit.ly/M8kOe1), are: the importance of improving access to health care, controlling infectious disease and reducing substance abuse."
Seniye, a dedicated public health professional who has traveled the world preparing students and health care professionals to care for underserved populations, outlines five steps to implement a successful health program.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

***************

MEDIA JOBS:

Following are links to job listings for staff and freelance writers. You can view these and more job listings on our Job Board: bit.ly/pncjobboard

• Staff Writer - Norfolk, Va.
• Digital Journalist - Johnson City, Tenn.
• Reporter - NYC
• Broadcast Journalist - Minneapolis
• Weekend Sports Anchor - St. Petersburg, Fla.

See more listings here.

******************

OTHER NEWS & RESOURCES:

Following are links to other news and resources we think you might find useful. If you have an item you think other reporters would be interested in and would like us to include in a future alert, please drop us a line at profnetalerts@prnewswire.com

• SEVEN INGREDIENTS FOR CRISP WRITING: Steve Vittorioso recaps a writing webinar on how communicators can sharpen their prose: goo.gl/7bEPz

• TEN BUSINESS BLOGGING MISTAKES: ProfNet Director Maria Perez summarizes a BlogWorld & New Media Expo workshop on how to improve company blog content: goo.gl/3lMgc

• INSIDE PR NEWSWIRE: SARA CAMPBELL, SENIOR AUDIENCE RESEARCHER: ProfNet Editor Grace Lavigne interviews a PR Newswire employee who maintains the Global Media Database: goo.gl/PQjxD

ProfNet is a free service that provides journalists, bloggers, authors and other writers with links to experts and story ideas on the topics they cover. You’ll also find links to job opportunities and other news and resources we think you’ll find useful. To receive these updates by email, send a note to profnet@profnet.com with the industries you cover, and we'll add you to the appropriate edition.

If you are in need of an expert source, you can also submit a free ProfNet query and have qualified sources come to you, or search the free ProfNet Connect database, which features nearly 50,000 user profiles, all searchable by keyword. If you are looking for Spanish-speaking experts, you can also opt to send your query via ProfNet en Español; just select that option when submitting your request.

Submit a free ProfNet query

Search the ProfNet Connect experts database

EXPERT ALERTS

• There Is Help for Overqualified Job Seekers in a Difficult Market
• New Job Skills Can Increase Your Chances of Being Hired
• Dressing for Success to Get That Job Is as Important as Ever
• What Mortgage Brokers Need to Know About Realtors

MEDIA JOBS

• Assistant Editor - NYC
• Executive Editor - Washington, D.C.
• Weekend Anchor/Reporter - Memphis, Tenn.
• Web Editor - Huntington, Ind.
• Staff Writer/Blogger - Orlando, Fla.

OTHER NEWS & RESOURCES

• Grammar Hammer: Is June 18 'A' or 'An' Historic Day?
• Seven Ingredients for Crisp Writing
• Ten Business Blogging Mistakes

***************
EXPERT ALERTS

Expert Alerts are listings of ProfNet members who are available to discuss timely news topics. If you are interested in interviewing any of the experts, please contact their media representative at the end of the listing. You can also find Expert Alerts online at bit.ly/pncalerts

There Is Help for Overqualified Job Seekers in a Difficult Market
Sheryl Decker
Director of Career Services
Brown Mackie College -- South Bend (Ind.)
"Today’s highly competitive job market presents challenges for everyone seeking employment. Recent graduates and seasoned professionals alike encounter limited opportunities. After submitting a resume and cover letter, these job seekers sometimes do not get a reply from prospective employers. This is discouraging, but not a surprise when employers often receive hundreds of resumes for every job posted, as reported by GetHired.com (bit.ly/NBpgYK), a website that helps people find the right job and helps companies find the right employees. The tight job market can be especially hard on job seekers with 15 or more years of work experience. As they look through posted jobs, they often find entry-level openings that require less education or experience than they have accumulated."
Decker can offer steps that can help overqualified job seekers find employment.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

New Job Skills Can Increase Your Chances of Being Hired
Tammy Newsom
Director of Career Services
Brown Mackie College -- Birmingham (Ala.)
"Many Americans are involved in prolonged job searches these days. With the U.S. Bureau of Labor Statistics (bit.ly/LoHMPh) reporting the unemployment rate still hovering around 8 percent at the end of April 2012, competition among job seekers can be daunting. This is a good time to evaluate your viability in the job market, beginning with an assessment of your skills. Employers can be picky. There’s a large pool of applicants to choose from. Candidates must be sure to offer a well-rounded skill set, not just technical knowledge."
Newsom can reveal several must-have attributes employment candidates should possess.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

Dressing for Success to Get That Job Is as Important as Ever
Nancy Cerny
Director of Career Services
Brown Mackie College -- Quad Cities in Bettendorf, Iowa
"Remember how you would lay out your clothes the night before you went to school? You may want to continue that habit -- if you’re in the market for a job or want to hold on to your current position. Preparation goes a long way when it comes to making a good impression. Always dress one notch higher than you think is needed. It’s better to err on the side of dressing more conservative. It is also helpful to place a call to the receptionist at the company you are interviewing to ask about appropriate office attire. You really don’t have to spend a lot of money to look professional, but you do need to spend a good amount of time planning for it."
Cerny can offer tips on dressing for success to get that job.
News Contact: J. Stephen Dobbins, stdobbins@brownmackie.edu or +1-513-830-2005

What Mortgage Brokers Need to Know About Realtors
Jim Lowenstern
CEO
Castles Unlimited
"It's no secret that real estate agents may hold they keys to a steady stream of business for mortgage brokers. It's also no secret that permeating this group is not for the faint of heart. Here are some tips to establish a long-term, mutually beneficial relationship with top-tier agents: 1) Feed them. 2) Take their calls. Realtors work 24/7 and need mortgage brokers 24/7. 3) Promote them. Realtors are great networkers and will be happy to promote you, but first you need to promote them. 4) Get to know them. 5) Realtors don’t care about rates. Your average homebuyer will shop the rate, but in order to get that buyer to call you, you need to stop relying on rate sheets to entice the Realtor."
News Contact: Anna Steinbock, anna@exposeyourselfpr.com

***************

MEDIA JOBS:

Following are links to job listings for staff and freelance writers. You can view these and more job listings on our Job Board: bit.ly/pncjobboard

• Assistant Editor - NYC
• Executive Editor - Washington, D.C.
• Weekend Anchor/Reporter - Memphis, Tenn.
• Web Editor - Huntington, Ind.
• Staff Writer/Blogger - Orlando, Fla.

See more listings here.

******************

OTHER NEWS & RESOURCES:

Following are links to other news and resources we think you might find useful. If you have an item you think other reporters would be interested in and would like us to include in a future alert, please drop us a line at profnetalerts@prnewswire.com

• GRAMMAR HAMMER: IS JUNE 18 'A' OR 'AN' HISTORIC DAY? ProfNet Editor Grace Lavigne reviews when to use "a" vs. "an": goo.gl/zGSti

• SEVEN INGREDIENTS FOR CRISP WRITING: Steve Vittorioso recaps a writing webinar on how communicators can sharpen their prose: goo.gl/7bEPz

• TEN BUSINESS BLOGGING MISTAKES: ProfNet Director Maria Perez summarizes a BlogWorld & New Media Expo workshop on how to improve company blog content: goo.gl/3lMgc

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

Via this column, we'll explore one grammar rule each week. If you have a grammar question you'd like me to address, please drop me a line at grace.lavigne@prnewswire.com and I'll do my best to answer it.

200 years ago on Monday, President James Madison and Congress declared war on Great Britain. The reasons behind this decision can be vaguely summed up by saying that Americans were ticked off that they were still under British thumb in terms of military and trade power, and were sick and tired of leftover political ties that had never been severed after the Revolutionary War.

June 18 was the first day of the War of 1812, sometimes referred to as the "second war of independence." Significant occurrences in this war included the Battle of the Horseshoe Bend and the Battle of New Orleans, where Andrew Jackson made a name for himself as an army general; the Battle of Baltimore, which inspired Francis Scott Key to pen the lyrics of our national anthem "The Star-Spangled Banner"; and the Burning of Washington, when many public government buildings were destroyed or damaged, including the Capitol and the White House.

By 1815, the war had reached a stalemate, and both sides agreed to sign a treaty, leaving the U.S. as a truly independent nation. The "Era of Good Feelings" followed, which was a time when Americans were surging with pride, patriotism and bipartisanship over the recent victory.

So was June 18 a historic day, or an historic day?

Statue of Andrew "Old Hickory" Jackson in New Orleans

A common misstep here is to think that a comes before consonants and an comes before vowels. It's not that simple.

Main Rule: Use a before words that start with a consonant sound, and an before words that start with a vowel sound.

The distinction is between consonant and consonant sound, or vowel and vowel sound.

For example, the word historic has a pronounced h sound, so the correct answer is: June 18 is a historic day.

On the other hand, if we look at the word hour, which also begins with an h, we realize that the h is silent in this case, and therefore the first sound pronounced is a vowel. So the correct answer is: British troops were an hour away from the capital.

Quick test: Say the words out loud to see how you naturally use a or an. Your instinct is probably correct. Would you really say an historic day? Awkward.

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

image via Flickr user dbking

Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of nearly 50,000 ProfNet experts. Has there been a question burning in your mind lately, something you've been wondering that none of your colleagues can answer? Please send it to grace.lavigne@prnewswire.com

Dear Gracie,

I'm starting to get a few music clients. What do I need to know about PR in the music industry?

Melodic Media

************

Dear Melodic Media:

Four ProfNet experts share tips in their forte:

Handling publicity for a band is like guarding a bag or fleas, or juggling flaming hamsters, says Atlanta publicist Dan Beeson. "It's maddening, yet exhilarating."

What Is Music PR?

PR plays its most important role in two of the key revenue streams of the music business: live performances and recorded music sales, says Paul Allen, professor at Middle Tennessee State University. Allen is also author of one of the top 10 books on the music business, "Artist Management for the Music Business," and co-author of the music-business textbook "Record Label Marketing."

"The third revenue stream is songwriting, but PR is seldom directly related to music publishing," Allen adds.

An established, current artist needs PR to promote new music, says Allen. "A new album is the current payday for the label and artist, so both are always promoting the latest album."

PR for record labels specifically is necessary to promote concert tours, he says.

"For an established artist whose star is fading, PR is necessary to promote their live appearances, continues Allen. "Artists frequently record their own new music because the label has dropped them, and it gives them an income stream at their concerts."

"Also -- and this is a little cynical perhaps -- some artists in this category hire PR people to promote their appearances at charity events," Allen admits. "Some indeed are giving back for the career opportunity they've had, while others are trying to resurrect their careers in the name of philanthropy."

Additionally, all PR is on-call to help with damage control. PR pros are calm, rational, focused and can quickly assimilate the "what ifs," he says.

For example, some artists can get away with mixing politics into their careers, like when Kanye West said "George Bush hates black people." His PR team played it off as "Kanye being Kanye."

On the other hand, some artists can't get away from what they say on stage, like when the Dixie Chicks said "We're ashamed the president of the United States is from Texas." Their PR rep was slow to see the damage of the comment, and PR was unable to save the day for them.

Who Pays the PR Professional?

Major label recording artists get the support they need from the label: PR, money for tour support, marketing, radio promotion, manufacturing and distribution, says Allen. There are four major labels: Sony, Universal, Warner Bros and EMI.

"A major label needs an album for a new artist to sell gold (500,000 units) in order to approach the breakeven point."

"However, there are tens of thousands of smaller, independent labels that can't compete with the majors," Allen continues. "If they can sell 200,000 units for the entire life of an album project, they will make enough money to make the project worth their while."

"But, typically the only promotion they can afford is PR, and their success is highly dependent on it." An independent artist needs PR to promote a tour stop before and after every appearance. They need it to appear in every blog and e-zine possible, and they need guidance on how to optimize social media.

Three Ways to Break Into Music PR

Competition in the music industry is fierce and abundant, says Beeson. "If you hope to break through, you'll flop unless you take all of the necessary steps towards success."

1. "Find someone who knows someone in music," says Beeson. "Tap into the pros who are in the business."

2. Read every applicable trade publication you can secure, suggests Beeson. "You can never be well-read enough in the music PR business. It's a flat-out fact that if you don't do your homework, you're going to get schooled."

Promotion is promotion, whether you're dealing with a musical group, restaurant, fashion designer or florist, adds Dan Collins, senior director of media relations at Mercy Medical Center, and former PR manager for several music-industry clients. But the difference in music PR specifically is knowing the outlets -- knowing which reporters cover what beats in the music industry.

3. Start with outreach to a hometown blogger or small online columnists, says Beeson. "Perpetually massage your pitch, customizing it to every reporter and outlook." The extra effort will be worth your time.

Four Challenges Unique to Music PR

1. "You must remember that your music client is an artist first and an industry player second," says Jennifer A. Maguire, founder and president of Maguire Public Relations, and PR rep for pop artist Darren Ockert's new EP "The Rain From London." "They are more intimately connected to the product than, say, a brand manager -- they've given birth to it."

For example, a bad review for a widget can be softened with great customer service communications, Maguire explains. "Artists aren't widgets. They have feelings and a creative process to consider."

2. "Representing an emerging vs. recognized artist is no different than representing a well-known company vs. a startup," Maguire continues. It might actually be harder to represent an emerging artist because music is so subjective. "If the artist doesn't jazz a writer or booker's personal taste, you can forget it."

3. "Nearly every artist believes they have the greatest song, or the greatest story never told. But only a select few actually do," adds Beeson. "From a media relations perspective, find out what differentiates your client from the masses, and roll with it."

For example, one musician that Collins used to work with was having difficulty getting radio stations interested in his music, as he had so many styles (e.g., pop, rock, new age, etc.). "I encouraged him to turn this around, to note that his diversity was his strength," says Collins.

Collins also used to work with a classic-rock band called Shrink the Deficit, named after the band's three founding members: two psychiatrists and an account. (Haha!) The musicians worried that the name didn't send out a "class rock" vibe, but Collins encouraged them to keep the name since it was "so unusual, and given the backstory, a great story for the media."

4. It can be challenging to match agendas of the band's management, the particular goals of individuals band members, and journalists, says Beeson. "It's not easy identifying a marriage of interests." Don't forget to manage expectations every step of the way.

New Media vs. Traditional Media

The Internet, YouTube, music sharing and iPods have undoubtedly changed how musicians market themselves, says Collins.

"Artists no longer need to rely on traditional labels to pick them up in order to distribute their music," explains Maguire. "There is no limit to the amount of indie artists producing their own music, so there are more artists than ever vying for the same music outlet press coverage."

"The Web is a double-edged sword," she says. On one hand, it allows anyone with ambition to make their music available, which increases the competitive field. But on the other hand, it provides publicists with new platforms to generate buzz.

But Beeson notes: "Online hits are great, but I maintain a few clients who want to open Fortune or Black Enterprise or The New York Times and see, hold and share their photos and stories." Don't ignore traditional networking, he stresses.

For example, Beeson manages publicity for Chuck Leavell, the longtime keyboardist and musical director for the Rolling Stones, and a founding member of the Allman Brothers Band. "[He is] the ultimate pro, and though I occasionally troll for a specific media opportunity for him, I routinely turn down media scenarios that don't quite fit." Be selective.

Why the Music Industry Needs PR

"Even if an artist is well connected, the work intensity of servicing and pitching the story is a huge drain on their creativity," Maguire says. Working on the review process and managing attributed messages never goes as well for artists who handle PR themselves.

"I've worked with [the American rock band] Widespread Panic for more than a decade, and my sweet spot has been securing press for them they never dreamed of landing," says Beeson. "Long-form stories in Esquire Magazine and The Wall Street Journal, and fabulous features on 'Good Morning America' and CNBC are not where you'd expect a touring jam band to appear."

If you see a random band show up on a late-night talk show and scratch your head and ask: "Where did they come from and how'd they get on this show?" -- the answer is a PR person is responsible, says Allen. "It has to do with a manner of horse trading."

For example, if a late-night talk show wants Bono or Taylor Swift, the label PR rep might say, "OK. We'll give you our top acts during your sweeps months, but you'll need to use some of our baby acts at other times." ("Sweeps months" refers to the ratings cycle that sets ad rates for TV shows.)

To the PR pro, this process requires establishing important and ongoing relationships with talent bookers at these shows, explains Allen.

Cool Perks

Beeson has been lucky enough to attend some Rolling Stones concerts and private parties.

Maguire says that she has received free CDs and attended listening parties.

Final Thought

Despite the perks, Beeson says: "In this line of business, the axiom is and perhaps always will be: you're only as good as your last placement. That keeps you grounded."

Elvis has left the building! Until next week…

Gracie

ProfNet, a service of PR Newswire, has helped journalists and experts connect since 1992. Writers can search the ProfNet Connect database of more than 50,000 profiles; send a ProfNet query by email to thousands of subscribers around the globe; or get timely experts and story ideas by email.

image via Flickr user crsan - christianholmer.com