People have changed in dramatic ways over the past five years, and businesses should take that into consideration this holiday season, says one public relations expert.

"As people's values change, so do their shopping habits. To market effectively, businesses should be aware of how their prospective customers have changed," says Marsha Friedman, CEO of EMSI Public Relations (www.emsincorporated.com) in Wesley Chapel, Fla.

Shoppers are fussier, and while recessionary budget concerns are one reason for that, thrift is  not the only value affecting consumer choices, Friedman says.

"Some stem from personal issues. Take me, for instance. As I grow older, I view many more material things as clutter. I want to get rid of the junk in my life and focus on important things," she says.

Friedman is a baby boomer - a group that makes up 26 percent of the U.S. population.

"I'm sure I'm not the only person experiencing a change in how I view material goods, what's 'clutter' and what's meaningful," she says.

Other changing values have arisen from global concerns, such as the world's reliance on oil,  growing environmental issues, and whether goods were manufactured here or abroad, she says.

"Businesses that want to cash in on holiday shopping can set themselves apart with a message that appeals to their audience's changing values," Friedman says.

Here are her tips for developing a new marketing approach that's in sync with the times:

• Identify what makes your product appealing to customers' values. If your homemade soaps are produced right here in the U.S.A., brag about it! In a recent poll, 90 percent of us rated "keeping jobs in America" as the No. 1 step the government can take to help us economically. Many shoppers have friends or family members who are unemployed or underemployed; that makes for a greater appreciation of businesses that create jobs here at home. Your "made in America" label is valuable! Does your packaging use recycled materials - or is it recyclable? There are now 69 percent of us recycling, according to a National Geographic poll. Does your manufacturing process use a renewable energy source?  More than half of us think it's more important to develop alternative sources of energy than to find more oil.

• Become an expert. You can gain valuable media exposure for your company or product by positioning yourself (or your spokesman) as an industry expert with useful information to share. For instance, if you're highlighting the fact that your product is made in America because you to help put Americans to work, offer them suggestions based on your experience. What are skills employers value? What are the biggest mistakes applicants make during interviews?

•  Which channels will be best for getting your message out? Where does your audience get its news and entertainment? Are they using social media? Reading the newspaper? Listening to radio or watching TV? Or a mix of all four? On social media, you can share your expertise by offering useful information and links to resources, and engaging in conversations. Print is a great medium for providing consumer tips, as is TV, which is also perfect if your message has a visual component. Talk radio shows look for debate and information that solves problems. On social media, you can build a following of fans who help spread your message, while mentions in (or appearances on) traditional media will give you the implied endorsement of journalists and talk show hosts.

• Choose a messenger who's accessible. If you're the CEO and the person best qualified to be interviewed by journalists and show hosts, you may be the perfect spokesperson. But if you're so busy you can't drop what you're doing to respond to interview requests, you will lose valuable media opportunities. Your messenger should be a person who is well-versed on the chosen area of expertise - and available at the drop of a hat.

If your message hasn't changed with the times, Friedman says, now is a good time to think about your company or product in a new light.

"If you look at it from the shoppers' perspective, you may just see something that appeals to consumers' changing values," she says. "Turn that into a message that resonates with potential customers and you may just have your best holiday ever.

About Marsha Friedman

Marsha Friedman is a 22-year veteran of the public relations industry. She is the CEO of EMSI Public Relations (www.emsincorporated.com), a national firm that provides PR strategy and publicity services to corporations, entertainers, authors and professional firms. Marsha is the author of Celebritize Yourself: The 3-Step Method to Increase Your Visibility and Explode Your Business and she can also be heard weekly on her Blog Talk Radio Show, EMSI's PR Insider every Thursday at 3:00 PM EST.

With all the talk about health-care coverage for people with pre-existing conditions, it seems few people know coverage is available in every state as a result of the Patient Protection and Affordable Care Act, says Dr. Dixie Swanson, a former television health reporter and physician, and a lupus patient.

"People can apply for the Pre-existing Condition Insurance Plan, which will not deny you coverage because you have asthma, diabetes or some other condition, and will not charge you more simply because of it," says Swanson, the author of "The Accidental President Trilogy," (www.dixieswanson.com). "In Washington D.C. and 23 states - including Florida, Massachusetts and Texas - it's run by the federal government. Twenty-seven states run their own PCIP program."

Policies vary from state to state and premiums may vary, but coverage can cost less than $200 a month. But a shockingly low number of people know about the coverage, Swanson says. As of July 31, there were 82,000 people enrolled. Maine had only 42 enrollees; California had the most, 11,118.

"Getting and keeping health insurance is Job One for many patients with chronic illness. This is a real step forward," Swanson says.

Here are some important things to know about PCIP:

• You are eligible for PCIP coverage ONLY if you have been without insurance coverage for the past six months. If you have coverage - even if it does not cover your condition - you are not eligible, and if you're in a state high-risk pool, you're not eligible.

• Rules vary depending on who administers the plan. In states with the federally administered program, you must submit one of the following with your application: 1) An insurance company's letter denying you coverage from within the past 12 months, 2) An offer of insurance with a rider disallowing your condition, provided you didn't accept a policy, 3) If you're under 19 or you live in Vermont or Massachusetts, a letter from a doctor, physician's assistant or nurse practitioner stating your condition, and 4) If you're under 19 or you live in Vermont or Massachusetts, an offer of insurance that you didn't accept because the premium was too high (provided it's at least double the cost of a standard option PCIP premium),

• In states with the federally administered program, if you're application is accepted, you'll receive a letter within two to three weeks. If you submitted your application and all documentation before the 15th of the month, your coverage can start by the 1st of the following month (i.e. by Oct. 15, coverage starts Nov. 1). If you apply after the 15th, it will start by the first of the month after that (i.e. Dec. 1).

• PCIP is designed to be temporary. The Affordable Health Care Act calls for private insurance companies to cover pre-existing conditions beginning in 2014, at which time PCIP will not be necessary. (If Obama does not win re-election, it's possible PCIP will be disbanded under Mitt Romney.)

• To find out more, visit the plan's official website, www.pcip.gov

About Dixie Swanson

Dixie Swanson was a pediatrician for 10 years and the Family Health Reporter for NBC's Houston affiliate. She also spent time working for a Washington lobbyist with access to the White House.  Dixie is the author of "The Accidental President Trilogy - a Political Fable for Our Time."

It turns out dogs are not only good for our health; finding missing people; and helping disabled people live independent lives - they're good for kids' report cards, too!

Canines have been found to improve the immune system and reduce blood pressure, among other health benefits. They help rescuers and law officers, blind people and those with limited use of their hands and arms. Now we have another reason to celebrate man's best friend.

"Dogs not only help children learn to read, they help children learn to love reading," says Michael Amiri, coauthor with his wife, Linda, of the children's book, Shellie, the Magical dog (www.shelliethemagicaldog.com). "And that's true of for children with and without learning disabilities."

A Minnesota pilot project called PAWSitive Readers finds that trained therapy dogs helped 10 of 14 grade-school participants improve their reading skills by one grade level. Additionally, a University of California study showed that children who read to the family dog improved their ability by an average of 12 percent.

Amiri discusses five reasons why dogs help kids learn to love reading:

• No embarrassment: "Most of us have memories of reading out loud in class," he says. "Though we may have been proficient readers, the fear of stumbling on a word in front of everyone was a constant source of anxiety." Dogs are excellent for unconditional, nonjudgmental love; they won't laugh if and when mistakes happen.

• Confidence boosters: "I never had a dog while growing up, which is too bad because I think I would have had an easier time gaining self-confidence," says Amiri. As an adult, he discovered the many benefits of dogs through he and his wife's very special Maltese, Shellie. She's often the center of attention in their community at pet-friendly restaurants, where she laps her water out of a martini glass. And she has a full-time job as the greeter at Linda's hair and nail salon. "If a little dog can give me, a grown man, more confidence, imagine what it can do for kids," he says.

• Polite listeners: Like humans, dogs are social creatures and most enjoy the sound of a calm voice speaking to them. Many - except perhaps the most energetic breeds - seem to enjoy curling up on a rug and listening to a story being read aloud. They don't interrupt (except for the occasional ear scratch or to sniff a body part) and they often show appreciation for the attention.

• A fun approach to schoolwork: Too often, when children think of studying, they think of time spent hunched over a desk struggling alone to work out problems and memorize lists. Interacting with a lovable, fuzzy friend for an hour of homework is an appealing alternative.

• Win-win: A canine-student reading program is a great way to help service dogs-in-training learn patience and discipline. Dogs are trained to help veterans suffering post-traumatic stress disorder, the blind, and people who use wheelchairs, among others. These dogs in training help children, while children improve a dog's service abilities.

About Michael and Linda Amiri

Michael Amiri grew up in New York City and became an actor in local theater productions and television commercials. Linda Amiri is an entrepreneur, the owner of a successful hair and nail salon. Their personality-plus Maltese, Shellie, is a popular community character, who puts in a full day of work every day as a greeter at her "mom's" salon. She's the inspiration for the first in a series of children's books that will address topics and issues of concern to children.

Great coaches take into consideration an athlete's talent and heart when they're building a team, but they consider group dynamics, too, says entrepreneur J. Allan McCarthy.

"It's not just a matter of getting the fastest, strongest and smartest players on your side," says McCarthy, an international scaling expert and author of Beyond Genius, Innovation & Luck: The 'Rocket Science' of Building High-Performance Corporations (www.mccarthyandaffiliates.com).

"If you're building a championship team, you're gauging how the individual athletes fit together; how their personalities, talents, drive and abilities will mesh to meet the team's goals. It's exactly what you need to do to build a winning corporate team. As Michael Jordan, put it, 'Talent wins games, but teamwork and intelligence win championships.' "

In the 2011 film Moneyball, Coach Billy Beane picks his players based on analysis and evidence, says McCarthy, who has worked with hundreds of companies. He doesn't ever just "go with his gut."

McCarthy provides key points for building a successful, effective team:

· Lead with a team, not a group: A team of leaders behaves very differently than a group of leaders. Many companies don't know the difference. "It comes down to clear goals, interdependencies and rules of engagement," McCarthy says, Every corporation claims to hire only the best and the brightest but it is evident that getting the best and brightest to function as a team can be a challenge.

· Know your goals: McCarthy cites Bill Gates - "Teams should be able to act with the same unity of purpose and focus as a well-motivated individual." Many big-name CEOs like to say their talent runs free with innovative ideas. "It makes for compelling literature," McCarthy says. But would that work on the football field? Corporations need their personnel to think out-of-the-box but also act in a prescriptive culture - to work within a system in order to achieve common objectives.

· Not everyone can be the coach - or the quarterback: The problem with executives is that they all want to lead and none want to follow, McCarthy says. A team made up of executives is like a group of thoroughbred stallions confined to a small space called an organization -- plenty of kicking, biting and discord. Thoroughbreds don't naturally work well as a team. Better to define responsibilities that build a "foxhole mentality," wherein one person has the gun, the other the bullets, McCarthy says. It's in the best interests of both for each to succeed.

· The strongest teams are adept at resolving conflict: Hiring the best and the brightest should create a diverse, competent group ? but inevitably these stallions generate friction that can sabotage company progress. So, sensitize team members to the early warning signs: know-it-all attitudes, multi-tasking during team meetings, exhibiting dominant behavior, not responding in a timely fashion or engaging in avoidance. Agree, as a team, on how to mutually manage and minimize counterproductive behaviors as they surface.

· Create individual and team agreements: Here is where the "rubber meets the road" - it's the final stage of planning who will do what for team objectives, as well as a collective agreement on team rules and interdependencies. Ask individuals to openly commit to what they will do, and how the team is to function. The public declaration stresses employee obligation and collaborative management.

"We live in a 21st-century economy where speed and efficiency is a top priority, and that often means a 'shoot first, ask questions later' mentality," McCarthy says. "But you get the team that you plan for, not necessarily what you pay for. If time is money, then I'd invest it in creating and building a championship team."

About J. Allan McCarthy

J. Allan McCarthy, principal of J.A. McCarthy & Affiliates, has more than 20 years of experience across 15 industries and more than 200 companies. He is a scaling expert who helps organizations determine how to best align strategy, structure and workforce capabilities. He earned his master's of management from Golden Gate University, a Stanford University AEA MBA refresher, and has worked with many international companies, including Cisco Systems, Raychem Corporation, SAP Inc., Redback Networks, BEA Systems and Ericsson.