Top Five PR Mistakes to Avoid

Posted in Article, The Examiner with tags , on December 23, 2011 by thephoenixpr

When one thinks of public relations blunders situations such as the BP oil spill and Toyota’s accelerator defects in 2010 may come to mind. Although we can all agree that crisis situations innately bring about negative public relations, the way a company handles these crisis will set the tone for its public image years after.  Here are the top five public relations blunders to avoid at all cost:

5. Bad Mouth the Competition

Although you might think your company’s product or services are the best, never bad mouth the competition in the press. Talking badly about the competition will not only make your company look bad in the public’s eye, but it takes away your opportunity to present your company’s key messages.

4. Say No Comment Period.

3. Forget about new media

For many companies, a placement in their town’s daily newspaper is the epitome of a successful media relations campaign. While traditional media does have its place, negative content on social media sites can cause a major PR crisis. To ensure your PR strategy is comprehensive, make sure your company is actively participating on social media as well as monitoring what is being said about the organization.

2. Thinking everything is newsworthy

Just because your company has a new product or  new staff member does not automatically mean the press will cover it. Any story that your company pitches to the media must adhere to one of the news values, which includes criteria such as timeliness, conflict, proximity and human interest. Essentially, whatever your company is pitching must have some impact  beyond the four walls of the building. Trust me!

If you really want to impress a reporter when pitching a story about your company, personalize the pitch by mentioning how it fits into their beat and other recent stories they have covered. To up the ante keep the pitch short (a page or a paragraph or two is even better) and include an angle. Including an angle allows you the chance to frame the message you want the public to receive (of course the media can and will write what it wants).

And the No. 1  PR blunder a business can make….

1. Lie: While some business people might view the PR person as a professional smart talker,effective public relations doesn’t involve lying. In today’s 24/7 media cycle and tech savvy world it’s not impossible for you to get away with lying, but your company will be burned at the stake by the media.  The Occupy Movement has clearly shown that people have an  inherent distrust for business, especially large corporations, so lying simply proves true all the negative perceptions people have of corporations.

While you should not lie, you do not necessarily have to show disclose every detail. The company’s level of disclosure all depends on the situation, taking into consideration both the legal, ethical and public opinion ramifications.


The Four Ps of Cups For A Cause

Posted in Article, Client News, Hip Hop, The Examiner with tags , , , on December 23, 2011 by thephoenixpr

The Phoenix PR applies the four Ps of marketing in many of its promotional and public relations campaigns. Currently, the agency is utilizing the four Ps of marketing (product, price, place and promotion) to execute a fundraiser for its Water is Humanity client, a charitable organization established by hip hop artists Drematic and Y?Arcka to generate funds to build 100 freshwater wells in third world nations.  

In terms of product, the Phoenix PR is leveraging people’s love of coffee to raise funds for the organization in the Cups for A Cause fundraising campaign in which coffee shops will give a part of their day’s profits to the organization.  Not only will these local shops donate a portion of the proceeds from the coffee sold, but the hip duo’s album Water will be available for sale via download cards. Essentially, this campaign has two products to raise funds the coffee and the album, which people will purchase via a download informational card. The informational download card will also serve as a promotional product for future marketing efforts.

While the coffee prices are already established by the local coffee shops, The Phoenix has established a low-price strategy to get the coffee shops interested in participating in the fundraiser. Shops will donate 50 cents for each small coffee sold, and a $1 for medium and large coffees. The low-price strategy was also used to set the price for the album download at $5. 

Coffee shops were selected as the place to have the fundraiser as it provides a connection to the key audiences Water is Humanity needs to reach out in order to attain its fundraising goal. As an organization committed to helping individuals in third world nations gain access to clean water, Water is Humanity must reach out to activists and wealthy/middle class individuals interested in donating to charitable organizations. As a result, coffee shops in high-income areas, as well as college areas were selected as the place for the fundraisers in order to reach the large activist community in universities as well as professionals located in the busy metropolitan areas of the city.  Coffee shops were selected for the fundraising place because these groups regularly frequent these shops.

Finally, the Cups for A Cause campaign will be promoted through the client’s social media sites, as well as traditional media outlets in the coffee shops’ neighborhood. The Phoenix PR will also reach out to professional organizations, as well as activist organizations in the community. Promotion is also an essential aspect in getting the coffee shops interested in participating, promotional skills to bring more patrons into the coffee shops in hopes of generating more revenue for the shops, and hence more funds for Water is Humanity.

The Cups for A Cause initiative is a great example of how the fours Ps of marketing applies to many business models, whether it is for a for-profit or nonprofit endeavor.

Artists Use Musical Talents To Fight Water Scarcity Crisis in Third World

Posted in Client News, Hip Hop, Press Release, The Examiner with tags , , , on December 23, 2011 by thephoenixpr

While hip hop is often blamed for contributing to many societal ills like violence and sexism, Philadelphia hip hop duo Drematic and Y?Arcka are using their musical talents to address community issues.  The duo are using their recently released album Water to raise funds to build a 100 fresh water wells in developing nations where millions lack access to clean drinking water.  

Not only are they committing 100 percent of the album’s proceeds to the cause, but they have also established the nonprofit Water is Humanity to help raise funds.

The native Jamaican Drematic said, “I’ve always taken the art form seriously, but the realization that I could actually play an active role in making things better made me reassess my art. That’s when things got real.”

For both artists, “This project has purpose. We’re not in it to big ourselves up. We’re in it to change the world,”  said New Jersey raised producer Y?Arcka. 

Taking hip hop back to  the earlier days, when artists focused on social justice,  the duo created Water to not only showcase their lyrical and musical talents but also expand community members’ knowledge on the issue.

According to about one in eight individuals worldwide lack access to safe drinking water, resulting in the death of 1.4 million children each year due to preventable illnesses like diarrhea.

Additionally, women in the developing world spend more than 200 million hours of their day just collecting water. To make matters worse 272 million school attendance days are lost each year, as children are forced to stay home from school to help collect clean water miles away from  their home.

“It’s unthinkable that people are dying because they lack access to a simple thing like drinking water,” Y?Arcka said. Drematic adds, “Water is a human right for all people.”

To show the world that water is indeed humanity, the duo is not only currently selling their album at, but they’re also planning several upcoming fundraisers in the Philadelphia area.

Music Producer and Entrepreneur Gives Back to His Community

Posted in Reggae, The Examiner, TuchPoint, TuchPoint Music Productions with tags on December 23, 2011 by thephoenixpr
Music Producer

Philadelphia native Emmanuel “TuchPoint” Aden is definitely what one would call a renaissance man, not only does he serve as a music producer to musical artists across the globe — like reggae artist TEFF, rap acts like Gillie Da Kidd, Young Chris, and  Jack Frost to name a few — but he is deeply committed to giving back to his community.

The music producer and real estate/construction company business owner has been involved in several community initiatives this year. TuchPoint not only served as an inspirational guest speaker on DJ Damage’s All Hamm Back to School Tour, but he regularly serves as a mentor to several Philadelphia students.

TuchPoint says he not only wants to “motivate them to continue on with their education, [but show them that] “once you have reached the minimum level of success you’re responsible to give back.”

The business mogul is definitely living up to his own words of advice. When he is not producing records for billboard topping artists or running his real estate and construction business he volunteer as a drill team instructor in his neighborhood.

Some may wonder how he finds time to give back while running his own business, but for TuchPoint the secret is incorporating his nine to five with his work in the community. He has used his role as a mentor to give Philadelphia students hands on experience in music video production.  His mentees have gotten the opportunity to produce music videos for musical acts like Bad Boy artist E-nice, TEFF and Jack Frost.

TuchPoint says he enjoys giving students these hands on experiences to show them that “it’s cool to chase your dreams.” Still, he admits that he has been blessed to follow his musical passions because of his strong educational foundation.

“Music is a luxury,” TuPoint says of  his opportunity to not only produce music, but also own TuchPoint Music Productions. TuPoint says, “Because of construction I’ve been afforded the structure to do it[produce music].”

Still, he stresses that he wants to show students that the glitz and glamour of the music industry does not come without hard work and perseverance. TuchPoint says he encourages to students to stay in school and be responsible, telling them that “when it’s your dream no one can take it [away].” He is also committed to producing music with a positive message. 

Not only is he dedicated to helping students reach their dreams, but he is also trying to help those individuals who have gone down the wrong path get their life back.

TuchPoint makes it a point to hire people who have recently been released from prison for his construction and real estate business.

TuchPoint says they appreciate the second chance, and he is happy to do whatever he can to help them get their life back on track.  

The entrepreneur is also trying to expand employment opportunities for returning military veterans. TuchPoint is partnering with the organization Impact to develop a program that will help veterans gain work skills in the construction industry. Not only is he working to develop the employment skills program, but he also plans on hiring a few of the program’s graduates.

In addition to his year round work in the community, he makes it a point to give back during the holiday season.  This Thanksgiving he served as a sponsor to help provide a half a dozen Philadelphia families with baskets filled with turkey and the dressings. He is also currently helping with the city-wide holiday coat drive. 

In 2012, the renaissance man plans to continue to cement his place as a leader in his community and the music industry.  TuchPoint not only plans on working with artists in the UK and Asia, but he would also like to take a few college students with him to share the experience. He is also looking into starting a transportation initiative with artist TEFF  to make it easier for students in the country side of Jamaica to get to school.

One day TuPoint says he may start a nonprofit centered on helping youths gain the skills needed to be entrepreneurs in their community. TuPoint says his experiences working as a music producer and business owner has provided him with the “cross learning” needed to participate in the many community initiatives he is involved in. 


Philadelphia’s DJ Damage pays it forward to his community

Posted in Article, Hip Hop, The Examiner with tags , , , , , , on December 23, 2011 by thephoenixpr

Abdul “DJ Damage” Muhammad grew up in North Philadelphia and is no stranger to the issues that many inner city youth face today. Damage credits his mother, Adrienne Stokes, for keeping him out of trouble and encouraging him to work hard and give back to his community. After graduating from Temple University, the youngest on air mixer, decided he wanted to devote some time to encouraging young people to pursue higher education, work hard and achieve their dreams. So he launched the All Hamm Back to School Tour.

Damage, 22, says, “Talking to these kids is really just about reaffirming and encouraging them to do the positive things they’ve been destined to do.”

Damage’s presence on Philadelphia’s HOT 107.9 radio station is another way he connects with the city’s youth.

“Music is a universal language, and I’m blessed to be able to use my position as a DJ to really listen to what the youth have to say, and show them that people do care about them. I care about them; I care about seeing them succeed and do positive things in the community.” 

In addition to being the keynotespeaker on the All Hamm Back to School Tour at various schools throughout Philadelphia, Damage served as a panelist for the ‘Villa Dream Project’, an educational initiative encouraging students to dream big and pursue higher education. He also spoke at the Philadelphia School of the Future, for Senator Vincent Hughes’ back to school event.

“I want youth to know that they’re capable of being the next astronaut, doctor, lawyer or singer, whatever their heart desires as long as they work hard and get an education,” Damage said.

DJ Damage isn’t just talking the talk, he’s living it. He graduated from Temple University in May with a Bachelor’s Degree in Broadcasting, Telecommunications and Mass Media. During his time at Temple he maintained a 3.0 GPA all while balancing his on-air responsibilities at Radio One and DJ-ing some of the hottest parties in the tri-state area.  He’s proof that hard work does pays off. In addition to his many other accomplishments, Damage recently was a guest co-host on BET’s 106 & Park.

“With (people from) Philly, you’ve got to keep it real, whether it’s a teen or adult you’re talking to,” Damage said. “I never dish out advice unless I actually live the values I’m talking about. People can see through that.”

Despite the impact he’s clearly having on the youth, Damage stays humble. But if you watch him interact with those who look up to him, like in the recent CNN feature, it’s clear DJ Damage is making a difference.

“I never knew that a stranger could come into my life and be the one that shows me how to be a man…” says 17 year old Emire Lloyd of DJ Damage.

When asked about the impact her favorite DJ has had on her life Danaya Williams said “Damage always says he’s on ‘Level 10’ when he’s DJ-ing, but he inspires the younger generation to go for ‘Level 10’, to give our absolute best, in whatever we do.”

“I don’t do any of this for the cameras or the papers,” Damage said.  “I’m a part of the community, and it’s only right that I do my part.”

Happy Holidays from Phoenix PR

Posted in Uncategorized on December 23, 2011 by thephoenixpr


This holiday season Phoenix PR has a lot to be thankful for. The firm has had an amazing year serving our various entertainment and lifestyle clients. Here’s an update on all the wonderful things that have been happening with our clients, and what’s to come for 2012:

Water Is Humanity: This holiday season local musicians Drematic and Y?Arcka are trying to help millions in developing nations gain access to clean water with their Cups For A Cause campaign, a fundraiser in which Philadelphia area coffee shops donate a portion of their day’s proceeds to help build fresh water wells in nations where many lack access to clean water. The campaign is a part of the duo’s charity, Water Is Humanity, which seeks to raise funds to build 100 fresh water wells in nations such as Africa, South America, Asia and the Caribbean.


In addition to the Cups for A Cause campaign, the hip hop duo is donating 100 percent of the funds from their new record, Water, toward achieving this goal. Water is available for download at

DJ Damage: Philadelphia DJ Damage will once again appear on BET’s 106 & Park on December 26. For more information on DJ Damage, as well as booking information visit

Do It Yourself PR: The Basics Seminars: In 2012, renowned Phoenix PR public relations firm director Ms. Chi-Chi Enigwe— who has executed marketing and public relations campaigns for Fortune 500 companies like Coca Cola and Subaru as well as the Michelle O Brunch organization—will host a Do It Yourself PR Seminar  one day public relations seminars in Puerto Rico, Philadelphia, Boston, Atlanta and Washington DC. The Do It Yourself PR Seminar will provide participants with the media relations and strategic communications planning skills needed to get their business to the next level. They will also gain access to a comprehensive list of resources and media outlets.

 Tickets are priced at $75. For more information on the date and locations of each seminar visit: , , and More info will follow on the Boston and Atlanta seminars.

Phoenix PR wishes you and your family a happy holiday season and a prosperous New Year!

Introducing Director/Writer Chinonye Chukwu

Posted in Client News with tags , , , , , , , , , , , on December 5, 2011 by thephoenixpr

 Chinoye Chukwu is a Nigeria-born (Igbo to be exact) and Alaska-raised director, screenwriter and producer. She graduated from DePauw University in 2007, has a MFA in Film and Video from Temple University, has won both “Best Screenplay Award” and “Best Motion Picture Award” at the 2009 Diamond Screen Festival and has received the prestigious Princess Grace Award for her work. This is just a short summary of all of the wonderful things she has achieved. With her accomplishments, it is obvious that Ms. Chukwu is very passionate about what she does. Her latest upcoming project is titled AlaskaLand, which follows an Alaska-raised Nigerian named Chukwuma who is struggling to balance his Nigerian background and all the expectations that come with it, and the world around him. Chukwuma’s parents are killed in a tragic car accident which results in his younger sister being sent back to Nigeria to live with their uncle until she is 18. After a long two years, the two reunite, but the reunion is far from smooth. They find that their separation has caused many new cultural and personal issues. However it is these issues that eventually bring them closer together and closer to their roots. Together they find what it means to be Nigerian and to live in Alaska. Chukwu states on the AlaskaLand website “I grew up having to balance my traditional Nigerian upbringing, with my American, and more specifically, Arctic surroundings, and it is this dichotomy that serves as the impetus for AlaskaLand. I wanted to tell a story that was true to the insecurities and complexities I’ve had to navigate my entire life, while constructing a layered homage to the cultures and environment that have informed who I am.” This is not the only movie that Chukwu has made based on the things and issues that surround her. “The Dance Lesson” is the story of a girl who struggles to be a ballerina and be a part of the gentrified neighborhood of North Philadelphia, which is the neighborhood in which Temple University is located. “Igbo Kwenu” is about an 18 yr old girl who has to deal with the struggles of being a second generation teenager in America battling between her family dreams and her own.

 Chinoye Chukwu is an amazing and innovative director who cherishes her Nigerian heritage and wants to display it to the world. The date for when AlaskaLand will be released is still to be announced , however you can follow the production of the film at and