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Global PR Firm Focuses on Local Technology

Porter Novelli, a global public relations firm based in New York, has launched its new branding campaign.

The campaign, which uses the tagline “Many Minds, Singular Results,” is designed to communicate the agency’s range of expertise and its client-centric approach that is available throughout its 86 offices.

While the international firm has set out on its organizational restructuring, the San Diego office recently launched a new practice group.

The 13-person office in San Diego’s Emerald Plaza Center in Downtown has launched a tech practice spearheaded by Christine Cefalo, who in August was named one of PRWeek.com’s “Ten Rising Stars of PR.”

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Cefalo joined the San Diego office March 1 as an account manager. She was specifically brought in to help launch the tech practice.

“My focus is bringing Porter Novelli’s experience in technology to the San Diego market,” said Cefalo, who received her honor while she was working at PeopleSoft, where she held the title of PR manager. “We are looking to represent San Diego-based technology companies that are seeking a PR team that can take a 360-degree view of business challenges and create solutions. We are looking for companies that are the best of the best. It doesn’t mean they are necessarily the biggest; we want the companies with the best technologies.”

Since its inception in March, the practice group already represents San Diego-based Qualcomm Inc., the Inland Empire Economic Partnership, a private, nonprofit regional economic development organization that includes Riverside and San Bernardino counties, and its newest client Rearden Commerce, an on-demand service provider based in San Mateo.

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Contributor Dropped:

After three years as a contributor on Public Broadcasting’s local station KPBS-FM 89.5, local financial analyst Gabriel Wisdom was dropped.

Wisdom, who was a frequent contributor on both local and national segments, including “Marketplace,” was let go as of June 24.

The decision was based on a segment Wisdom provided to “Marketplace,” in which exact phrases were used from a story that appeared in the online magazine

Slate.

The segment also did not include attribution to the originator of the idea on which Wisdom was reporting.

“Our decision was based on the investigation that ‘Marketplace’ conducted into Mr. Wisdom’s attributions in recent commentaries. KPBS has no reason to believe that Mr. Wisdom did anything improper while serving KPBS on a volunteer basis, and our own procedures ensured that his work for KPBS met our editorial standards,” according to a written statement by KPBS. “However, we hold ‘Marketplace’ in high regard and based on the evidence provided to us, KPBS believes their decision was just and fair. While we appreciate his contributions over the past two years, in order to preserve the integrity and standards here at KPBS we feel it is in the best interest of the station to terminate Mr. Wisdom’s business information segments.”

In a phone interview, Wisdom said the situation was an “act of omission, not commission.”

“Marketplace omitted out the attribution of the guy who came out with the theory,” he said. “I wasn’t able to hear the piece before it ran.”

Wisdom said he is disappointed in what has happened.

“The guy who had come up with the theory, I had called him in New York to tell him the piece was on ‘Marketplace,’ ” Wisdom said. “He heard the piece and got understandably upset. If I could have stopped it I would have.”

Wisdom, who is the managing director of American Money Management LLC, a Rancho Santa Fe-based investment advisory firm, said he still characterizes his relationship with KPBS as “friendly.”

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New Publication:

San Diego County is now home to the first wine magazine dedicated entirely to women.


Wine Adventure,

a bimonthly magazine that debuts July 10, features travel, food and lifestyle articles specifically targeted toward women.

“I have always felt that women haven’t been served by existing wine publications,” said Michele Ostrove, the editor in chief of Wine Adventure. “We really wanted to serve women in a much better way.”

Ostrove, along with her business partner, Lucien Bonnafoux, who is the magazine’s publisher, pulled together more than $100,000 of their own money to finance the new magazine.

“We are doing it on our credit card fumes,” she said.

The two have been planning the launch of the magazine for seven months and anticipate circulation for the first issue to reach 50,000 people, with circulation by the end of the year set to reach 100,000, Ostrove said.

The magazine, which is based in Del Mar, is designed to cover all aspects of the wine lover’s lifestyle and will cover both national and international wines.

The first issue features California’s Central Coast, with articles on wine tasting destinations, food and wine pairings, lifestyle enhancements, personality interviews and wine and cooking schools.

So far the magazine has yet to secure any local advertising. The first issue features ads from hotels and wineries in Santa Barbara, such as Opolo Vineyards and Cass Winery, Ostrove said.

The magazine currently has 14 employees, with four full-time staff members dedicated to advertising and two full-time staff focused on editorial, she said.

The remaining staff is considered freelancers or contributors, Ostrove said.

The 64-page glossy magazine is not yet available at newsstands, but is available through subscription.

Subscribers can purchase six issues plus one bonus issue for $30.


Please send all media/marketing news to Lisa Kovach via fax at (858) 571-3628 or e-mail at lkovach@sdbj.com. Call her at (858) 277-6359, Ext. 3107.

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