Who was your first customer and where did you find them?
Our first clients came to us through word-of-mouth referrals, as do most of our clients today. First clients included Tradefirst.com, Marketshare/Save on Everything, Komen Detroit Race for the Cure, Shelving Inc., Michigan Box, several advertising and PR agencies in Michigan and across the United States who needed project assistance, and a variety of retail and consumer products clients.

Where did you find your first employee?
My first employee had started off as an intern at a job I held prior to starting Shazaaam.  Subsequent employees primarily came from word-of-mouth and friends of the agency.

Have you promoted an intern to employee status, and if so how many times have you done it?
We've done this several times over the years. In fact, two of our current employees have been with us for close to 2 years and had begun with us as interns. We have an extremely active internship program and are hoping that as the agency continues to grow entry level positions will be filled by individuals who have graduated our internship program.

Where have you turned to find capital to grow your company and which institutions have provided it?
All of our growth has been self-funded. We have tried to operate the companies loan and debt free. This has meant a lot of discipline, boot-strapping and a certain level of reinvestment of profit to fund capital growth and improvements.

What are some of the advantages to doing business here?
I love being a Michigan-based business. Several years ago we were approached by a client to relocate our businesses out-of-state. I have found that in addition to the quality of life the state offers, a hard-working and dedicated workforce, Michigan is a bastion of business opportunity and an epicenter of innovation, creativity and pride. To outsiders, Michigan is often looked at as an underdog. We have clients travel to us from across the country and around the globe. They love the ease of our being easy to get to by air and are always amazed at wonderful place Michigan is.

What advice would you give to someone who was thinking about opening a business here?
If you're willing to work hard and are passionate about what you want to do, there's no better place on earth than Michigan to start a business. Many people think that a down economy is the worst time to start a business; historically down economies have proven to be some of the best times to open a business.  If you're serious about opening a business here, put your plan together.  Look at what your unique selling messages or value propositions are for attracting business.  What does the competitive landscape look like for the type of business you are looking to open? Evaluate your business concept against those whom you would perceive to be competitors. What are your strengths versus theirs? What are your weaknesses and what weaknesses do your perceived competitors have? What opportunities exist for you to stand out from the competition/innovate/differentiate yourself from the competition? What trends to the one you want to start? What obstacles or threats are going to get in the way of you succeeding? You can't fear success and you have to learn from your failures and the success and failures of others. Don't be your own worst enemy. Dare to dream bold and audaciously and challenge yourself to wake up every morning believing and being passionate about what you're trying to achieve.

What do you see in Metro Detroit that other people who live outside the area don't?
We're survivors. We're dreamers. We're innovators. We're creatives and creators. We're the phoenix rising from the ashes when much of the outside world believes we can't. We're a region of people embracing change and the ownership and handwork it takes to do so. It's an exciting and vibrant time to be in Metro Detroit, meeting people who have banded together to make a difference within their own communities and to our region and state as a whole.

NOVI, Mich. January 26, 2012 — Novi-based public relations, marketing and social media firm Shazaaam! Public Relations is proud to announce the 10 recipients of the million-dollars worth of pro bono services as a result of its Million Dollar Challenge. The firm, founded by entrepreneur Adrienne Lenhoff, is celebrating its 10-year anniversary by gifting 10 worthy charities each $100,000 in pro bono services, a total of 1 Million Dollars.

“We really feel that everyone who participated is a winner and all 104 charities worked extremely hard to get the word out and rally votes,” Lenhoff said. “In our eyes, every single one of the 104 charities is a winner and we wish all could have been the recipients of the $100,000.”

With more than 14,000 votes tallied, the recipients of $100,000 each are:

And wanting to give something back to all of the nominated organizations, Lenhoff and Shazaaam! are providing them with free seminars that will teach them marketing, media relations and social media skills to aid in their efforts to further their cause and present each organizations with opportunities for fundraising through Shazaaam! clients and friends of the agency.

“Although we could not award everyone with the pro bono services, from the start of this initiative we wanted to make sure that every participating agency was a winner and that there was something that we could give every participating organization,” Lenhoff said.

Begun on Nov. 28, 2011, with a nomination period that lasted until Dec. 28, 2011, the 104 nominated organizations were posted on its website (www.Shazaaam.com) and voting opened on Jan. 2, 2012, closing on Jan. 23.

Since forming in 2001, Shazaaam! has awarded more than 3 Million Dollars in pro bono services to help deserving organizations elevate their messages, mobilize thousands of supporters and raise millions of dollars.

About Shazaaam! LLC Public Relations

Founded in 2001, Shazaaam! LLC (http://www.shazaaam.com) is an award-winning, independently owned, marketing communications and public relations firm headquartered in Novi, Mich. Shazaaam! works with a variety of clients in both the consumer and business-to-business space ranging from well-known publicly traded companies to start-ups and emerging brands and businesses. Shazaaam! and its sister companies, Buzzphoria (http://www.buzzphoria.com) and Promo Marketing Team (http://www.promomarketingteam.com) specialize in traditional media and public relations, social media marketing, product sampling and street-level marketing promotions, publicity and experiential events, guerilla marketing, online viral marketing, electronic and new media development, mobile tours, social media and online reputation management, on a national level. The company was recently selected for the fifth year in a row as one of ‘Metropolitan Detroit’s 101 Best and Brightest Companies to Work For!’ and received the elite status award in 2011. The company has been twice designated as a ‘Crain’s Detroit Business: Cool Places to Work’. The company has previously received seven MarCom Creative Awards, a Hermes Award, The Clarion Award,  IABC Renaissance Award and was recognized as a ‘Best of Michigan’ by readers of Corp! Magazine in 2010.

To be reasonably brief, former Penn State Nittany Lions assistant football coach Jerry Sandusky was arrested and accused of a litany of charges that he held inappropriate sexual relationships with unwilling and very underage boys, to spare unsavory details.

Having already retired (abruptly and in “a surprise move”) from coaching in 1999, Sandusky was spotted on campus multiple times on the Penn State campus, including being witnessed by some while engaging in these elicit activities as late as 2009.

The question many have posed since the scandal came to light has been ‘How could this have gone on for so long?’ The answer is simple, in that it was covered up.

Sandusky was witnessed athletic department employees and facility managers, who then took their attention to their higher ups, who took it to their higher ups, and so on, which included Joe Paterno, the legendary football coach.

But, the biggest concern to many was how could no one bring in the police, after what witnesses saw and reported, with the abuse continuing thereafter.

To many, it’s not that people failed to act, but rather that they neglected to act, motivated by saving the image of their school and beloved program.

In retrospect, though, what seems worse? That this happened at all, or that this happened and there were some looking to handle it internally?

The scandal has moved way past “crisis communications” and moved well into “PR meltdown.”

So, the question must be posed—What are your ideas to stop the metaphorical bleeding and rebuild the program’s reputation?

Would firing all involved seem like a logical answer?

Or will that just seem like too logical a response? One that some board makes in hopes of just wiping the slate clean (in other words, scapegoating).

Paterno, after stating that he will retire at the end of the season (ending his legendary 61-year career) was fired by the board along with the president of the university.

The question is less if it’s right, and more of if this will make it right.

What would you do?

“As a business owner, I have always felt it important to lead by example. I’ve been blessed to have an amazing team comprised of talented and passionate individuals who work hard and deliver incredible work for our clients. Since day one of forming Shazaaam! and taking on my first employee and our first interns, I have felt that it’s important to teach them to be thankful for our clients and business growth and to also give back to those around us,” stated Shazaaam! founder and president, Adrienne Lenhoff.

“For our 10th anniversary, we could have thrown a big party, invited hundreds of people and have had everyone enjoy some good food and great company. Instead, the Shazaaam!, Buzzphoria and Promo Marketing Teams decided that we wanted to celebrate by doing something that will have far more permanence and impact. We decided on the selection of 10 non profits to commemorate 10 years in business with each receiving a gift of $100,000 in pro bono services,” Lenhoff continued.

Shazaaam!’s 10 Year Anniversary Million Dollar Challenge is inviting nominations of 501( c )3 nonprofits to be considered for the 10 awards. The nomination period is open Tuesday, November 15, 2011, through Monday, December 12, 2011 via Shazaaam!’s website www.shazaaam.com.

Beginning Tuesday, December 13, 2011, through Monday, January 9, 2012, Shazaaam! will post the nominated organizations on its website www.shazaaam.com and invite the public and the nominated organizations’ supporters to vote. The 10 organizations with the most votes will each be the recipient of $100,000 in pro bono marketing, public relations and social media services. In the event that a winning organization is unable or cannot accept Shazaaam!’s gift or does not respond to the agency’s outreach, Shazaaam! will then begin to reach out to the next runner up in the voting.

About Shazaaam! LLC Public Relations

Founded in 2001, Shazaaam! LLC (www.shazaaam.com) is an award-winning, independently owned, marketing communications and public relations firm headquartered in Novi, Mich. Shazaaam! works with a variety of clients in both the consumer and business-to-business space ranging from well-known publicly traded companies to start-ups and emerging brands and businesses. Shazaaam! and its sister companies, Buzzphoria (www.buzzphoria.com) and Promo Marketing Team (www.promomarketingteam.com) specialize in traditional media and public relations, social media marketing, product sampling and street-level marketing promotions, publicity and experiential events, guerilla marketing, online viral marketing, electronic and new media development, mobile tours, social media and online reputation management, on a national level. The company was recently selected for the fifth year in a row as one of ‘Metropolitan Detroit’s 101 Best and Brightest Companies to Work For!’ and received the elite status award in 2011. The company has been twice designated as a ‘Crain’s Detroit Business: Cool Places to Work’. The company has previously received seven MarCom Creative Awards, a Hermes Award, The Clarion Award, IABC Renaissance Award and was recognized as a ‘Best of Michigan’ by readers of Corp! Magazine in 2010.

                                                                                    —Abraham Lincoln

This is not the case for crisis communications, unfortunately.

The very best thing a company or an individual can do is to be responsive should they find themselves abruptly or unwillingly put in a public spotlight.

An example—the biggest scandal of 2009 to 2010 was Tiger Woods and his private affairs becoming overwhelmingly public, vastly diminishing his popularity to the general population, after the car accident at his house on Thanksgiving night in 2009.

Surprisingly, though, Woods was criticized almost equally as much for not speaking publicly about the incident. He did not hold a press conference, or make any kind of public appearance or statement, until February of 2010.

Not to say that him holding a press conference would take everything back to the status quo, but the issue needs to addressed by all involved before misinterpreted conclusions are reached.

One question was posed to The International House of Pancakes (IHOP) recently after a fight broke out at one of their locations and the video was posted with high volumes of views.

They have yet to comment on the issue.

This is the not the first in what has turned out to be a series of fight videos at fast-food restaurants.

In the weeks leading up to the IHOP fight, there was an incident at a McDonald’s in which a transgender woman was attacked and beaten—in what is being described as a hate crime—with an employ standing over the victim taking video with their camera phone.

Unlike the Woods scandal, McDonald’s was quick to respond, saying the attack and employee behavior was “unacceptable, disturbing and troubling.”

Simple as that because all people what is a response—just something that says they acknowledge the incident instead of trying to ignore it.

Now the questions have been raised with IHOP—not what will they say, but why haven’t they said anything?

Crisis communication is a different situation in that there is no way to be proactive and get out in front of an incident due to the suddenness and no lead-time. In that essence, be proactive by letting people hear about it from you instead of the newspapers or other media.

With the alternative (the Woods situation), the best stance is to take a stance. A quick response will (obviously, but with an impact) squash any chance of a group questioning your lack of a response and calling you out.

Of the many, GroupOn and Living Social have risen above the rest to be seen as the most popular and successful.

But a recent analysis has shown which demographics have been determined more likely to use which service, playing an important role in determining which service would better suit certain offers.

A survey by the Nielson Company has shown that Living Social users are more likely to be wealthier, younger and to have a college degree.

Compared to 30 percent from GroupOn, Living Social users are 49 percent more likely than the average American to have an annual income of $150,000.

Living Social users are also more likely to be under the age of 35 and (46 percent Living Social to GroupOn’s 39 percent) more likely to have a college degree.

GroupOn’s customer base is older, with 57 percent of their customer base between the ages of 35 to 64. The same age group represents 51 percent of Living Social users, but they are also tapped into the youth market with one-third of their users falling between 21 to 34 years old.

Based on the numbers alone, merchants can decide which service would better fit their product or service.

Other factors playing a part in decision-making might fall under the intangibles.

Just this week, an article posted to CNN Money detailing a first-person account of a restaurant owner’s dealing with both GroupOn and Living Social.

In it, she describes the lack of communication with one, even after several attempts to reach out. With the same service, she became frustrated that her deals were not being accepted by their marketing department—they seemed to be too good a deal, thus not making them enough money.

In her deals with the other company, the same restaurateur applauded their ability to work with the deals being suggested, and setting them aside for another time should they be better suited for another season.

All in all, not all daily deal sites are the best fit for those willing to offer the deals. Shazaaam! and Buzzphoria have dealt with a number of daily deal programs, gaining experience in which deal would best suit certain companies, better hitting their target markets and certain demographics, to better meet a client’s expectations.

We have all seen them and most gleam very useful information from them. However, more than one public relations firm saw online product reviews as an opportunity to advance their client, breaching protocol widely viewed as a cheat and globally renounced as being unethical.

Within recent years, one story stands alone as a bright example of a lapse in ethics in the public relations industry.  Reverb Communication, located in Northern California and specializing in video and phone apps, was suspected of having their interns and other employees posing as consumers and posting very positive customer reviews on the product’s Apple iTunes page — driving traffic to that page and product, however, violating industry ethics — an allegation Reverb strongly denies.

In an investigative piece published on MobileCrunch.com, the reporter discovered several early, 5-star product reviews on the pages of apps of clients represented by Reverb. After clicking on the reviewer — to see which other products that person had reviewed — it was discovered that these several reviewers also gave gleaming 5-star review to several other Reverb rep’ed apps, having reviewed none others that weren’t covered by Reverb.

Reverb denied these claims in a statement released after the publication of the article, saying that several employees may use the apps Reverb represents and may chose to write positive reviews themselves, without being “commanded” to by agency. However, in a document released in the original article by a company insider, there are specific details as to what step-by-step procedures need to be follow when assigning these interns to write and post their clients’ product reviews.

In the face of the evidence, Reverb Communications has denied all claims of ethics violations.

However, this is hardly the first claim of this type made against a company or public relations agency. Heavy names such as Sony and Burger King — for example — have been accused of similar claims.

When considering hiring an agency to represent your company and your values, take the time to review the agency to ensure that you feel comfortable hiring them to represent your name and brand — that they carry the same values you do as well as operate above the standards and ethics levels set forth by the Public Relations Society of America (PRSA).

Shazaaam! Public Relations, since its founding in 2001, has conformed to — and acted above those standards — in all its activities, projects and operations.

Around here, the time taken to write a press release is not time taken lightly. When a press release is presided over, it is a collective effort on the part of the entire staff – from the person who writes the words on the page to the president of the company for review.

But we have already established that the press release is still a relevant medium here – we could say it until we are blue in the face and out of breath. But one testimonial to the relevance of this tried and true form of communication would be the recipients of the press release.

When calling and pitching a story to a newspaper or magazine editor or programming directors for various broadcast media outlets or anybody, the number one response that is received from them is “Did you send me a press release?” When we pitch, what we are going to say is as presided over just as if it were a press release – what bullet points we need to get across about our client and their campaign in a limited amount of time.

These people who make the decisions at media outlets do not have large amounts of free time to sit and spend a length of time on the phone, listening to you cover all of your key points. They do not have time for the various “alternatives” to the traditional press release many critics have suggested – we have absolutely never heard some one say “Have you tweeted me?” or “Did you send that to my Facebook page?” If you refer them to the posting you put on their social media networking site, your call would not be taken seriously and your information happily discarded because your credibility have been called into question.

The pitch and press release work together to supplement each other – a press release is followed by a call (pitch) to the recipient and what the pitch covers, the press release expands upon.

A pitch is a great tool that allows you to interact with the people who have been selected to receive your press release. It is expected of you. There is an almost certain chance that the release you sent out is one of several which were received that day, but when you supplement that with a pitch, it causes the recipient to pick it up, read it over and take in all of the information it contains. And while on the phone, you can plan out what will come from the press release you wrote with purpose.