I’ve said before that the only thing that PR has in common with Promotions is the first two letters. This post is not about knocking the value of promotions. I have high regard for those who work in that profession. I even represented the industry when I managed the PR for the Promotion Marketing Association at my old firm.

At times though, clients interchange PR and promotions as though they are one and the same. They’re NOT.

Although the differences between PR and promotions have been written about many times before, just Google it and you’ll find many articles on the topic so here’s my 10 short takes on the differences between the two (not in any order):

1. PR is relationship-driven. Promotions is sales-driven.

2. PR is ongoing throughout the year. Promotions has a start and a finish and typically follows a calendar.

3. PR is a management function. Promotions is a sales & marketing function.

4. PR is about influencing the influencers (analysts, bloggers, reporters, etc.). Promotions is about influencing consumers (half-off deals/sales, coupons, rewards, etc.)

5. PR can take years to measure its success. Promotions can be rolled out in weeks, if not, days and its success can be measured immediately.

6. PR is an investment. Promotions is a necessary expense.

7. PR builds long-term loyalty. Promotions builds short-term recall.

8. PR earns its media. Promotions buys its media.

9. PR can be done on multiple levels at the same time with various campaigns for each key audience. Promotions is traditionally a singular approach i.e. can’t be combined with any other offer or limit one per customer.

10. PR never thinks it’s Promotions. Promotions never thinks it’s PR.

Feel free to share your thoughts on PR vs. Promotions. I’d love to hear them.

I am deeply honored to be a contributing writer for, PR Breakfast Club, the hottest PR blog in the country today. My debut post is a brief Q & A with Good Day Austin’s Lauren Petrowski. Click here to read.

2009 was an odd year, and I don’t mean literally. I welcomed the year working as a VP at a midsize PR firm in New York City and I’m bidding it farewell working on my own as a consultant in Austin, TX. This year was filled with unexpected challenges on both professional and personal levels, but it was also a year of new beginnings.

I am glad to have survived 2009, but I expect to thrive in 2010. I may not have the same client roster as I did while working in Manhattan, but the few that I have value my worth as a PR professional, more important, as a person. I love the fact that my clients are my bosses and that I can give them honest advice without having to embellish the truth.

I don’t believe in coincidences. There was a purpose for moving to Austin. One validation of this is how I landed my first client, Rudy’s Bar-B-Q, the real Texas Barbecue chain. It was the first restaurant my family visited when we drove into Austin the evening of July 9th after a 10-day road trip from New Jersey. It was also my first time eating real Texas Barbecue not counting a visit to Hill Country in New York City. And I have to say, it was a great experience. All the meats were cooked to perfection and the side dishes were heavenly, but I digress.

It wasn’t a coincidence that a few days later my wife met the head of Rudy’s digital marketing agency of record, Pictoric Media Group. I ended up following him on Twitter, and he sent me a DM. After assuring him I wasn’t stalking, he and I met to go over some cause-related social media and PR campaigns. To cut a long story short, Rudy’s Bar-B-Q retained my services and I’m looking forward to launching more cause-related marketing campaigns next year. So stay tuned. [To those of you who know of my healthy appetite, I will state for the record that I don't get paid with brisket. ]

I’m glad 2009 is over, but it will always be remembered as the odd year of new beginnings.

As I wrap up this post, I’d like to share with you a video below, which takes a look back to my family’s 2009. [If you're a fan of Glee, please pardon my use of the accompanying music, I'm simply giving it some publicity. ]

“Sorry, I don’t have any room for you.” “Not exactly what I’m looking for.” “Not a right match for us.” Or simply…dead silence. As PR experts, we’ve heard these replies before, but I’m not talking about pitching a story here, I’m talking about pitching myself so I can earn a living.

When we pitch reporters, we have to determine first what the news value is. What makes this story worthy of media coverage? In a way the job search is similar. So I dug deep and tried to figure out what makes me unique. What’s my news value, in this case, what makes me worthy of a placement in a PR agency or corporation?

I’ve tried to encapsulate what I know in public relations, marketing and social media in various job sites and on cover letters. I even posted an ad about my expertise on Craig’s List (hey, it’s free) in hopes of securing any PR/marketing job or freelance work available. I’m not trying to be trendy by using social media to land a job, although at this stage it doesn’t hurt to utilize all possible channels. It’s not easy to be unemployed with three children (one of whom has autism spectrum disorder and special needs) plus bills to pay.

BUT I don’t want this to be another sad tale of a guy who has the talents and the skills, but never catches a break. This is about defining who I am. Finding out what is unique about me. Besides, what defines me affects how I approach PR and the successes I’ve experienced in the past. It might even help me secure that elusive job or client. As I said, it’s just like pitching a story to any respected media outlet (are there any left?).

So what defines me. Is it the millions of dollars of publicity I’ve generated for clients in my 12 years of PR? Is it the counsel I offer clients that help them grow their business? Is it the strategic communications plans I’ve developed and implemented? Could it be the events I’ve managed or the speaking engagements I’ve secured? Maybe it’s my Twitter profile. I mean I am just another dude in PR adding diversity to the industry. All of these are true, but I can’t say they define me.

In fact, what defines me may be viewed as nothing special by many. So here goes at the risk of losing that job or client around the corner. I’m a husband and dad first and foremost. I’m also a son, brother, cousin, mentor and a friend. All of these things define me and hence my priorities. These things may not give me an edge in my job search and may not add value as a PR professional.

One thing about not knowing what’s in store in the future is that it messes with a person’s mind.  You begin to question who you are.  So at this point, I’m just happy to know who I am.  And my hope for all of my PR brethren is to never have to pitch what I’m pitching right now.  The toughest pitch is pitching one’s self.

So this is it. Our last day in New Jersey finally arrived. Those who know me know I’m not one for drama and being sentimental so this post is pretty much out of character.

Describing the last three months as challenging is an understatement.  The saying, when it rains, it pours, has never been more true.  Life feels a lot like that arcade game where one must bash the head of the gnome when it peeks out of its hole.  Needless to say, I’m the gnome…and not even an overdose of Advil can stop my headache.

When I became (practically) unemployed at the beginning of April, I was the fountain of optimism.  I convinced myself I will have my own PR firm running smoothly within a couple of months. I guess I was being naive and going through the first stage of grief. Today, I’ve become the voice of doom. Amazing what 90 days of uncertainty can do to a man.

Nothing’s worse as a dad than taking away the house you’re family has come to love.  Our one year in Cambridge Heights in Nutley, NJ brought so much joy to my wife and kids.  My wife, Maya, made long-life  friends with our neighbors. My teen daughter, Monique, began her first year of high school filled with angst and ended the school year with unforgettable experiences from performing at Carnegie Hall to making the volleyball team.  My 5-year-old son, John, found a best friend in Diego (not the cartoon).  And my 4-year old son, James, improved so much and is now speaking and socializing with kids his age.  In anyone else’s eyes, it would have been a banner year.

Our home interrupted. Yes. Defeated. No.  The past 90 days have brought us closer to many friends and family who’ve shown us immense support.  Without them, the past three months would’ve been even more difficult.  These generous folks would prefer to keep their kindness in private but I do want to recognize them here to express my gratitude. I will always be indebted to you for helping us at our time of need. (Listed in no particular order.)

Lloyd, Edyth, Samantha & Joelle Ocampo — The Ocampos have been our rock during the past three months. You’ve been our pillar of strength for many years. Llloyd & Edyth have become second parents to my kids and I am grateful for treating them like your own.  They’re the only folks I know that when they ask, “how’re you?”, they actually mean it.  You both have the biggest hearts in the universe.  Knowing you have made us better people.

Raymond Vasquez — My big bro who spent time listening to my fears about the future as we played golf together at his expense.  Your support meant a lot. If I can only be half as successful as you in my career, I’ll be set for life.

Maki & Dave Evans — The purveyors of Cupcakes Gourmet. Although you’ve moved to Downingtown, PA, years ago, you’ve continued to show us you care about us.  Without your help, we wouldn’t have been able to take some of our most prized possessions.  Thanks for opening your home to us while we go on this new adventure.

Mike Vasquez — Your recent visit was timely. Your faith has invigorated mine. When I find myself doubting at times, I remind myself of the struggles you faced and the words of encouragement you shared with me.  I’m glad to have found you bro.

Pastor Chris High — Skyline Community Church is blessed to have you as their pastor.  The past two years you spent meeting me every two weeks saved my family.  Your words of wisdom and honesty have been enlightening.  Please continue to pray for us.

Chris Hayes — I’ve said this before and I’ll say it again. You’re one of the smartest PR people I’ve ever met. It was a pleasure to have worked with you. I don’t know how Miramax survived without you there. Your professional and personal advice as well as belief that I’m good at what I do helps me get through the frustrating days when potential employers or clients are unresponsive.

Hugo & Laura Arellano — You’re the best next-door neighbors anyone can ever ask for.  Even if we only shared a year as next door neighbors, we’ve established a life-long friendship. You’ve gone above and beyond as neighbors especially in northern NJ where being neighborly is hardly the norm.  More importantly, Maya found Laura as an inspiration and possibly a distant relative from the Basque region of Spain. My sons, John and James, will miss playing with your two boys, Diego and Pablo.

Himanshu & Sweta Shekhar — Although not our next-door neighbors, your friendship means so much. I will always remember Himanshu as my last “golf student.” Thanks for letting me share some of my golf knowledge to you.  Sidhart and baby Dhruv are blessed to have you both as parents.  Sweta is an awesome mom. John and James will miss coming in your home unannounced.

Lara & Rick Bernales — Lara’s one of Maya’s best friends since high school. She is also Monique’s ‘ninang’ (godmother).  You can’t ask for a better godmother. Rumors have spread that Disney’s fairy godmother was based after her. I’ve never met Lara’s husband, Rick, but from what I know, he was born to protect and to serve.  He is after all a former police officer. Thanks for making it possible to turn our road trip into a mini-vacation.

There are more fine folks who’ve given us their support but they shall remain nameless.  All of you have touched our lives in significant ways.  Because we know you’re there, we refuse to give up.  We just have to believe things will work out for the best in the end.