Inside PR 3.01: Pleasantly Plump with Nestle Purina

As one of the Silver Anvil finalists, we had the opportunity to talk to Tom Lindell, who worked with Nestle Purina on their Project Pet Slimdown.

Beginning the conversation by giving us some stats (did you know more than 50 percent of pets are overweight??), Tom talked about how pet obesity mimics our lifestyles and how the epidemic is much larger than human beings.

It’s as simple as feeding them too much food (or giving them table scraps), but also not getting them the exercise they need.

So, working with Nestle Purina, they started a program to address obesity in pets. They discovered it’s a challenge to address this with pet owners and that people need support and encouragement from both veterinarians and friends. But that they also needed the solutions and inspiration to address the issue with their pets.

Project Pet Slimdown did two things: helped vets talk about the topic with their clients and provide pet owners the tools they need to help their furry children lose weight.

A series of webisodes followed pet owners along a three-month – which showed success, struggles, and weigh-ins – a Fighting Pet Obesity page on Facebook, and other social media helped to tell the story.

When we asked Tom the three things other PR pros can take away from this campaign, he said:

1. Tap into cultural relevance;

2. Inspire people vs. berate them; and

3. Recognize it isn’t easy and that it takes time to change the conversation around an issue.

Listen to the full interview to find out what he means by those three things.


Send us an email or an audio comment to, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Special edition of Inside PR: Lara Wellman and Karen Wilson talk Social Capital Conference in Ottawa

This week, Inside PR hosts a special episode with Lara Wellman and Karen Wilson from the Social Capital Organizing Committee of the upcoming Social Capital Conference happening in Ottawa, Ontario on July 21.

For the first time, producer Kristine Simpson jumps in to the role of roving reporter and catches up with Lara and Karen to learn more about the conference.

Social Capital is a one-day conference that will fill the need of Ottawa’s active and passionate social media community. The conference will blend formal presentations with community/un-conference style sessions on topics ranging from Twitter to LinkedIn, the technical details of self-hosting a blog to the how-tos of personal branding, and online community building to social media in the workplace.

Inside PR’s very own Martin Waxman will give an opening keynote on the Social Media Barometer. A cannot-miss presentation!

With countless opportunities for networking and learning, Social Capital will be the perfect destination for all who are interested in social media, be it for personal or business reasons, for the beginner or the expert, to come together and learn from each other. Attendees will leave with new skills to implement and a larger social network than they walked in with.

To find out more information on the conference visit their website at Tickets are still available and those interested in attending can register online.


Send us an email or an audio comment to, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

This week’s episode was produced by Kristine Simpson.

Inside PR 3.00: Happy birthday to us!

This is our 300th episode!  So we thought we’d take a few minutes to celebrate reminisce about a few of the highlights from years past.

Inside PR started out in 2006 with Terry Fallis and David Jones as creators/hosts – the early days of podcasting. They came up with the idea and vision for the show.  We wouldn’t be here without you, Terry and Dave.

In episode 201, Terry and Dave were joined by Julie RusciolelliKeith McArthur and Martin and had a grueling recording schedule – Sunday evening at 10:30 p.m. (we’ve since moved it to Friday afternoon).

Gini got introduced to the podcast four years ago during Martin’s first foray as a roving reporter at Counselors Academy, ‘have Zoom, will travel…’

Joe recalls that in episode one, Terry and Dave did a shout out to Shel Holtz and Neville Hobson, whose podcast For Immediate Release inspired them – and is still going strong today.  They also talked about a new philosophy for media training – authenticity versus the message machine.

Martin mentions that the more we change the more we stay the same and that some people in our industry are still focusing on message and control rather than two-way communications.

Special thanks to our talented and dedicated producers, Chris ClarkeKyra AylesworthSamantha LovelaceJanna GubermanSarah LaisterYasmine Kashefi and our current producer – Kristine Simpson. If we had our sound machine, now would be the time for some cheering and applause!

The first episode the three of us did was on April 27, 2010: we talked about what we were going to talk about and asked for listener input.  And we decided to shorten the format. It took a few weeks for us to figure out the chemistry and flow (and along the way each of us forgot to press record…)

2012 is the year of the interview where we’re highlighting conversations with leading practitioners and thinkers, thanks in large part to our partnership with PRSA.

As always, a big thank you to all our listeners for hanging in there with us, and sharing your comments and stories.  We would love to hear what you’d like us to talk about in the coming year and, if we choose what you suggest, we’re going to invite you to come on the show.

And, finally thanks Kristine doing such a great job editing the blips, keeping our sound waves balanced and including a special effect where we need it most. We want you to come back on the podcast again soon! And all the best with your Young PR Pros podcast.

Hopefully, we’ll have more exciting times ahead. Stay tuned.


Send us an email or an audio comment to, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.