It’s happening with greater frequency – traditional media using social media not only to share their stories, but also cultivate new stories and sources. As an added benefit, they are also deepening relationships with their audience and creating more loyalty.

While some organizations have been slow to adopt social media, others jumped in feet first – treading new territory and figuring it out as they go, just as the rest of us are. One news outlet that has integrated social media into the show format is the Today Show with Kathie Lee and Hoda Kotb. Though it was a collaboration among producers and talent, Today Show correspondent Sara Haines has become the unofficial social media correspondent for the show and is doing a lot to deepen interaction with viewers.

During the show, Haines regularly reads comments and questions from the Facebook page, and tracks trends and feedback to help shape the direction of the show. Now, more so than ever, viewers are helping source content and coverage.

“Whether they specifically lead to an idea or shape the route I’m taking….they (the viewers) contribute everyday,” Haines said. “It happens everyday in every post, it influences what we’re thinking and which way we’re leaning.”

This is completely changing the way we communicate with mass media. For the first time, we are seeing more opportunities for two-way interaction, rather than the one-way street we’ve grown accustom to.

“Having people ask questions, and knowing you can give it back, means it’s not a one-dimensional thing,” she said. “Back in the day we could feel we knew someone just by tuning in each day. Imagine if you tune in each day and now you talk with them. It just deepens the bond.”

While not all news institutions monitor and utilize their social networks like the Today Show, more are seeing the value. So what does this mean to you?

You now have the potential to have your voice heard, either by sharing a story idea, interesting news or trend you think journalists and producers would be interested in; joining the conversation – you could have your comment read on air; or you could even be called on as a source for a feature story. Take advantage of the fact that this barrier is slowly coming down and start interacting with the media…but remember to keep it relevant, because spamming will work against you.

**For the entire interview click the video below or download the audio version.

Question of the week:
What online tools are you using to connect with traditional media?

For more tips and tools check out JetPack Radio.

Enclosures:

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, M4V

Laura’s Gourmet Granola, a chef-created, artisan granola company out of the West, will make its debut at the 56th Annual Summer Fancy Food Show, June 27-29 at the Jacob K. Javits Center in New York City.

The Fancy Food Show marks a milestone for Laura’s Gourmet Granola, as it is the first time the four widely popular hand-crafted varieties will be on exhibit at a show of this magnitude. Created by Chef Laura Slama in 2004, the company – with a flavor line-up of Vanilla Almond Crunch, Pumpkin Pecan Crunch, Honey Roasted Peanut Crunch and AppleLicious Crunch – was quick to gain West Coast recognition and is now prepared to take the brand nationally.

“We’ve successfully garnered distribution in specialty retailers throughout the Southwest and are now positioned to permeate the East Coast market,” Chef Laura said. “We currently ship nationwide through online sales, but the Fancy Food Show is an opportunity to present the product to a new crop of buyers and distributors, and let them experience the mouthwatering difference firsthand.”

Since Chef Laura began selling the granola in 2004, distribution has expanded to specialty retail stores throughout the Southwestern U.S. and shipment has increased to various markets across the nation. Distribution continues to grow each year and Chef Laura’s kitchen is in constant production, so much so she enlisted more help to manage the exponential growth and continue brand expansion throughout the country. Laura’s Gourmet Granola is exhibiting at booth #571.

FoodiesLive, an interactive, web-based culinary show, will hit the Internet with its debut live stream of Chef Laura Slama Tuesday, June 15 at 3:30 p.m. at www.FoodiesLive.com.

FoodiesLive, hatched in Arizona, is a series of live culinary events broadcast in real-time online. Chef Laura, of Celebrated Cuisine, will prepare a full meal from beginning to end. Viewers are invited to chat online, ask questions and interact live through the chat room, Twitter and Facebook. FoodiesLive is an online community of live culinary-driven shows launched by the folks behind CreateLive, which brought mass communities together – online and off – around artists and their work. The goal is to bring together circles of foodies in the physical and online world, and tear down the barrier between on-air chef and viewer.

What: FoodiesLive: Live Culinary Show with Chef Laura

When: Tuesday, June 15, 3:30 p.m.

Where: Online at www.FoodiesLive.com. To be a part of the audience reserve as seat at http://celebratedcuisine.eventbrite.com/

PHOENIX (May 2010) – Laura’s Gourmet Granola, a chef-created, artisan-crafted granola company, has expanded its presence in the Southwest, adding a resort and two gourmet retailers to its lineup.

Produced by Chef Laura Slama, the artisanal granola will now be sold at Oakville Grocery and Queen Creek Olive Mill in Arizona, and served in various dishes on the T. Cook’s menu created by nationally known Chef Lee Hillson. These purveyors join Fox Restaurants, AJs Fine Foods, Central Markets and Whole Foods, among others.
The retailers will carry all four flavors, which currently include Vanilla Almond Crunch, Pumpkin Pecan Crunch, Honey Roasted Peanut Crunch and AppleLicious Crunch. Queen Creek Olive Mill blended the Vanilla Almond Crunch in their “Corantina,” known as the healthy Elvis sandwich, and T. Cook’s has found various ways to include it on the menu.

“Local supporting local is key to the success of artisan producers right now,” Chef Laura said. “The support I’ve received from local gourmet retailers and chefs is incredibly encouraging. It also amazes me what these extraordinary chefs are creating with the granola.”

“We’ve incorporated it into our cookies, salads, breakfast recipes and even soup garnishes,” said Executive Chef Lee Hillson, T. Cook’s at the Royal Palms Resort and Spa. “Since Laura’s granola has such a natural and fresh taste, it lends itself to diverse recipe combinations.”

“When choosing products for our store or menu, it has to be local, and it has to be fantastic,” said Perry Rea, master blender and owner of Queen Creek Olive Mill. “Laura’s granola hits the mark on both accounts. The fact that she also uses our oil (as a chef) continues the farm to table theme and giving back to other local producers.”

Since Chef Laura began selling the granola in 2004, distribution has expanded to specialty retail stores throughout the Southwestern United States and shipment has increased to various markets across the nation. Distribution continues to grow each year and Chef Laura’s kitchen is in constant production, so much so she enlisted more help to manage the exponential growth and continue brand expansion throughout the country.

About Laura’s Gourmet Granola
Laura’s Gourmet Granola, an artisan granola company out of the West, was launched in 2004 by celebrity Chef Laura Slama. The company originally began selling Vanilla Almond Crunch to local retail stores, but soon added three additional flavors to accommodate demands. Today the granola is distributed to specialty retail stores throughout the Southwestern U.S and shipped nationwide. Chef Laura is a high-honors graduate of Le Cordon Bleu Scottsdale Campus, is the owner and Executive Chef of Celebrated Cuisine, providing cuisine and hospitality to corporate and private events, and currently serves as the Le Cordon Blue Scottsdale Chapter Alumni President and an Alumni Executive Leadership Board President. For more information, visit www.laurasgourmet.com.

PHOENIX (Jan. 22, 2010) – Entrepreneurs Cecil Chambers, a Grammy-Award winning music publishing executive, and Jeff Lowy president of Encore Creative an award-winning event production company, have announced the formation of Big Tyme LLC, an independent production company with three television shows slated to debut later this year.

Big Tyme’s first venture will be a musically-driven reality show similar to American Idol in which winners will be signed to a recording contract at the end of the season. Chambers and Lowy recently entered management agreements, pending a studio deal, with two Valley artists who will also serve as the show’s ambassadors. A teen version of the show will be introduced later this year, and a culinary-focused program is slated to begin production late first quarter. The culinary production, which will be taped before a live audience, will be a sports-themed show filmed in the Valley.

Chambers, who also serves as the CEO of Triumphant Entertainment, brings 15 years’ experience to the company and has worked with big-name talent such as Usher, Destiny’s Child, Michael Jackson, and Christina Aguilera. Jeff Lowy also brings an extensive production expertise to the company having worked as a special event producer with Fortune 500 companies such as Coca-Cola, Microsoft, Sony,  BMW and the NFL’s Corporate Hospitality Village under his company Encore Creative.

Linda White Wolf, producer and host at KAZT in Phoenix, and platinum award-winning record label executive, will join Big Tyme as a principle and serve as marketing director.

The production company will not only shine a spotlight on Arizona talent, but also help stimulate the local economy by opening jobs in the entertainment industry.

About Big Tyme LLC
BigTyme LLC was founded by Cecil Chambers, a film and recording executive and CEO of Triumphant Entertainment, and Jeff Lowy, special event producer and president of Encore Creative. The company will introduce a series of locally produced television productions ranging from music to culinary, spotlighting Arizona talent and boosting the Valley’s entertainment industry. For more information, visit www.TriEn-llc.com.