Non-Retainer Approach Challenges Top Public Relations Firms

The recession has fueled a growing trend in the public relations industry - and not everyone's happy about it.

More and more top public relations firms are moving away from the traditional retainer-plus-billable-hours fee structure to "pay for performance."

Business leaders have been noting the increasing numbers of these non-retainer agencies for about 15 years, with a sharp uptick since the recession began in 2008. But no one seems to know exactly how many there are.

"We don't have any hard numbers. A lot of what's out there is anecdotal," says Arthur Yann, a vice president of the Public Relations Society of America. "The first of these I can recall started in the early '90s."

Pay for performance agencies promise certain actions or quantifiable results, such as media placements, for a fee. Some agencies offer refunds if they don't perform; others guarantee quantifiable results. The approach appeals to companies with slimmed-down marketing budgets, individuals and smaller businesses that want pay-per-click-style accountability. The agencies say more clients leave satisfied - and come back for more.

Retainer firms tend to be disparaging. These firms usually charge clients a monthly retainer fee and then bill for time actually spent working on a campaign. That simplifies billing for everyone, they say, because there's no way to measure the value of every action they take and every result they get.

Among the nation's pay for performance pioneers is Marsha Friedman, who launched EMSI Public Relations in 1990. Back then, she says, hers was one of only four such agencies that she knew of in the nation.

"Since it was such a new concept, I had to figure things out as I went along," she says. "It's still an evolving frontier; even the definition of 'pay for performance' differs from one agency to another. Some define it as the action or service they provide, 'We'll write a marketing piece and you'll pay X for that.'

"At EMSI, our definition is getting actual media exposure. In radio, for instance, a client may pay a per interview fee to get booked on 15 talk shows within a given period of time. If we get them only 12 shows in that time, they can get a refund for three. With TV appearances, we book first and then bill. In social media, we guarantee a certain number of connections each month. In print, we measure in terms of circulation, or visitors per month for online publications."

To address the issue of value, back in the '90s, Friedman developed a complicated grid system in which she set prices according to the placements EMSI obtained. For instance, when the agency got a client mentioned in a newspaper, he paid based on variables such as the paper's size and the extent of the mention.

"You can imagine, when we got great placements, some clients had serious sticker shock. They'd say. 'Stop! I can't afford this!' '' Friedman says. "That was a problem. We wanted to get the best placements for our clients, but a great campaign could quickly blow their budget. You don't want to be in a position where your goals are in conflict with your client's goals."

So she abandoned the grid after just six months, but she notes many newer agencies - and those switching over to pay for performance - use similar price structures. She advises businesses exploring pay for performance options to make sure they understand up front exactly how they'll be charged.

"Our goal is to get the most we can and the best we can get so that you will re-sign with us, which is why we contract for quantity," she says. "But we aim for quality because that's what gives us repeat customers and referrals."

That approach is especially appealing to startups and businesses that have been struggling to maintain profit margins during the recession, notes ActSeed, a resource for entrepreneurs and startups.

"How much budget can we afford without some certainty?" wrote ActSeed CEO Bill Attinger.

"At the very least, a PR professional that lives by this model signals their confidence in bringing you material value.''

About Penny Carnathan

Penny Carnathan is the Creative Director/Writer at EMSI Public Relations (www.emsincorporated.com) and a journalist with 30 years experience as a national award-winning editor, reporter and columnist at The Tampa Tribune in Tampa, Fla.  She is currently also a weekly columnist for the Tampa Bay Times in St. Petersburg, Fla.

Tech Experts Offer 4-Step 'Reputation Marketing' Solution

It happens all the time: The hard-working crew at a small business loses customers thanks to the sour grapes of one person.

It could be a disgruntled employee, an angry customer or even a competitor, says V. Michael Santoro, coauthor with John S. Rizzo of Niche Dominance: Creating Order Out of Your Digital Marketing Chaos (www.NicheDominance.com).

"Anyone can post a bad review online and hurt your business," says Santoro, who is a managing partner with Rizzo of Globe On-Demand, an internet technology company. "Unfortunately, most business owners are not even aware that these bad reviews are out there."

Seventy-two percent of buyers trust reviews as much as personal recommendations, and 70 percent trust consumer opinions posted online, according to a recent Nielsen Global Trust in Advertising Survey.

"A bad review published in a newspaper, or broadcast on radio or TV, is short-lived, but a bad review posted online can live indefinitely," says Rizzo. "With consumers now researching an average of 10 reviews before making a buying decision, and 70 percent trusting a business that has a minimum of six reviews posted, business owners need to be proactive in developing their online reputation. You need several positive reviews."

Online searches have been streamlined, combining reviews with maps, pay-per-click advertising, local business directories and Facebook Fan pages, Santoro says.  As damaging as bad reviews can be, positive reviews can be equally constructive, he says.

Rizzo and Santoro offer an Internet marketing strategy called "reputation marketing," described in the following steps:

• Develop a 5-Star Reputation: Begin by having your happy customers post great reviews about your business. Strive to have at least 10. Have each post to one of the following: Google Plus Local, Yelp, CitySearch, SuperPages, YP.com, your Facebook Fan page, etc. This needs to be a continuous process. Proactively ask your customers to post reviews.

• Market Your Reputation: Once reviews are posted, use a well-designed online marketing strategy to drive targeted traffic to your website. Ensure that your website can convert this traffic into customers. Additionally, showcase these third-party reviews on your website.

• Manage Your Reputation: Regularly check that the reviews being posted are positive. You can use Google Alerts for your business name; however, you will need to check the local directories, too, since they're not picked up by Google Alerts. By building up the positive reviews, you can counter a poor one by sheer volume. You should also quickly post a reply to a negative review if they occur. Always be professional and indicate what action you have taken to remedy the situation.

• Create a Reputation Marketing Culture: Train your staff to proactively ask customers for reviews and to deal immediately with any customer who appears unhappy. A positive culture will encourage customers to post positive reviews about your business.

About John S. Rizzo & V. Michael Santoro

John S. Rizzo obtained his bachelor's in business administration and spent three years as a consultant for Amazon.com's publishing group. He has assisted several businesses with digital marketing strategy and has served in leadership positions for multiple initiatives for the Charleston, S.C.-Area Chamber of Commerce.

V. Michael Santoro has more than 10 years in the digital marketing field. His prior experience includes international senior marketing positions in technology fields. He has a master's degree from Central Connecticut State University and an undergraduate degree from the University of New Haven. Santoro was an adjunct professor with the computer science department of Western Connecticut State University.

When Bill W. and Dr. Bob created Alcoholics Anonymous 77 years ago, they borrowed principles learned from a Christian fellowship called the Oxford Group to create their 12-step recovery program.

"They knew that their spiritual program was effective where other 'cures' had failed, and over the years, there have been many theories as to why," says Dr. Harry Haroutunian, physician director of the Betty Ford Center in Palm Springs, and collaborator with Dr. Louis Teresi on the book, Hijacking the Brain: How Drug and Alcohol Addiction Hijacks our Brains - The Science Behind Twelve-Step Recovery (www.HijackingTheBrain.com).

"Now we know that stress is the fuel that feeds addiction, and that stress and drug and alcohol use cause neurological and physiological changes," Haroutunian says. "The changes are primarily in the deep brain reward centers, the limbic brain, responsible for decisions, memory and emotion. These centers are 'hijacked' by substance abuse, so that the addicted person wants the booze or drug over anything else. "

As a scientist and physician applying the 12-step program to his own life, Teresi studied the physiological changes triggered by this seemingly non-scientific treatment.

"One response is that elements of 12-step programs reduce stress and increase feelings of comfort and reward through chemical changes in the brain and body. These changes allow for neuronogenesis - the birth of neurons in the brain," Teresi says.

"As substances of abuse affect the limbic brain, so do 12-step recovery practices."

Teresi says the 11th step in the program, which emphasizes spiritual practices such as prayer and meditation, works for the following reasons:

Chilling out: Addiction is a cycle of bad habits. When something bad happens, an alcoholic drinks to feel better. When something good occurs, he drinks to celebrate. After years of this behavior, a person needs a way to step outside of himself to maintain sobriety. Regular prayer or meditation achieves that and becomes "that other habitual option" for responding to emotions, he says.

• "Mindfulness" meditation: While certain forms of prayer are effective, meditation may be a more direct way to achieve the kind of beneficial self-regulation that makes the 11th step so crucial, Teresi says. Mindfulness meditation incorporates active Focused Attention and the more passive Open Monitoring to raise a person's awareness of his impulses, leading to better self-control.

The three-fold manner: A successful 11th step tends to have the following benefits: First, stress is relieved in both cognitive and emotional reactivity, as evidenced by reduced cortisol (stress hormone) levels and other biological indicators. Second, some forms of meditation are shown to stimulate the brain's reward centers, releasing dopamine - a mood elevator -- while improving attention and memory. Third, an increased sense of connectivity and empathy to others is achieved, satisfying our natural need for social connection and reducing stress.

Sobriety is not so much about not drinking or drugging, Teresi says.

"It's about developing an attitude and lifestyle that brings sufficient serenity and personal reward that drinking, or taking any mood-altering drug, is simply unnecessary."

About Dr. Teresi & Dr. Haroutunian

Louis Teresi earned his medical degree from Harvard, where he completed honors concentration courses in neuroscience. In more than 24 years of practice, Teresi has authored numerous peer-reviewed papers, winning 14 national and international awards for his research, and is a senior member of the American Society of Neuroradiology. He is a grateful recovering alcoholic.

Dr. Harry L. Haroutunian, known as "Dr. Harry," is an internationally known speaker on addiction who has created the "Recovery 101" lecture series. As physician director of the Betty Ford Center, Dr. Haroutunian has contributed to the development of a variety of programs. He is the author of the soon-to-be-published book "Staying Sober When Nothing Goes Right" and collaborated with Dr. Louis Teresi, author of "Hijacking the Brain: How Drug and Alcohol Addiction Hijacks our Brains - The Science Behind Twelve-Step Recovery."

Award-Winning Director Gives Tips for Ambitious Amateurs

Because technology is moving so quickly, it's easy to miss out on gadgets that may impact one's life.

"Anyone with a cell phone knows how accessible taking pictures and shooting footage is nowadays, but with a minimum of investment, movie fans can tell their own stories with the same professional hardware that legends are using today," says seasoned filmmaker Kerstin Karlhuber.

She completed her latest project, "Tides of the Heart" (www.silentgiantproductions.com), in collaboration with partner and renowned songwriter Daniel Jay Paul.

"It's a feature-length music video - there's no dialogue. The story is told completely through the music and Kerstin's direction," says Paul, whose latest album, "Clean Getaway" (www.danieljaypaul.com), not only makes up much of the score for the film, but also structures the plot.

"With the technology available today, you can really afford to experiment and innovate. That's what keeps pushing the artistry to the next level," he says.

Karlhuber and Paul offer suggestions for creative-minded individuals who have been kicking around ideas, but haven't yet pulled the trigger on a project:

• The Canon EOS 5D Mark III: Canon v. Nikon ... who cares? The point is that the big dogs in the film business, from James Cameron to Neill Blomkamp of indie-film success story, "District 9," are using digital gear that can be purchased by the average movie fan. The sharpest, crispest picture in the history of images can tell your story for a few thousand dollars.

• Adobe, CyberLink, Final Cut Pro, etc.: Film editing software, more than ever, is cheap, user-friendly and easy to acquire. There are several tutorial demonstrations available online, and if you need to come up with ideas for a project brainstorm with friends or family. That's half the fun.

• Getting started: Sadly, most of the failure of creative projects - whether film, music, art or writing - involves work-ethic issues, or lack of confidence. Ask the following questions: How long have I been thinking about my idea? Is my vision doable? What's keeping me from pursuing it? ... And, perhaps the most insightful question - Why not?

• A little help from your friends: Chances are that if you're a creative person, you have a few creative buddies who can help you troubleshoot concepts and technical issues. Lean on your artistic friends for moral support - they understand the struggle of the creative process. The same people may be a good source for constructive criticism, too, when the project is nearing completion.

• Consider trends: Karlhuber's film has no dialogue and relies solely on Paul's songs for sound. The most recent Oscar winner for best picture, "The Artist," also features no dialogue, relying on old-school Hollywood visual drama. While this is a coincidence, Karlhuber says it has helped her film gain attention. "If your creative ideas happen to line up with a trending topic, there's no reason why you shouldn't take advantage of the public's zeitgeist," she says.

About Kerstin Karlhuber & Daniel Jay Paul

Kerstin Karlhuber is an award-winning filmmaker and director. Her work in the arts has been seen around the world, from off-Broadway to Cannes, the Arclight Theater in Los Angeles to a segment on "Good Morning America." She is the founder and director of the film production company Silent Giant Productions based in New York City.

Daniel Jay Paul is a songwriter who recently released "Clean Getaway" on the Sunlight Communication Arts label. His songs have been described by Music Express' Marcus Wright as "music you hear with your heart ...." Paul is the author of the novel "The Last Sunset."

Planning already is underway to mark the 50th anniversaryof the assassination of President John F. Kennedy on Nov. 22, 2013. Commemorative events in Dallas and in churches across the country are being organized. TV host Bill O'Reilly is set to release a new book, "Killing Kennedy: The End of Camelot," this fall, and a feature movie, "The Kennedy Detail," is planned for release next fall.

"As people ponder the legacy of President Kennedy and his 'Camelot,' it's a good time to revisit the original Camelot of King Arthur legend, and I have compelling new evidence about where it may have been located," says art expert Terry Stanfill, author of Realms of Gold: Ritual to Romance (realmsofgoldthenovel.blogspot.com), a novel of ancient history and modern romance that posits her new theory about Camelot.

"The Arthurian legend is so ancient, and yet it has been one of the most enduring interests in Western civilization," she says. "It's exciting to think that after all of these centuries, we have a strong case for a real Camelot."

Educated in Medieval history, Stanfill has traveled extensively through Asia and Europe, particularly France and Italy, and researched the art and artifacts. She offers this primer on King Arthur, including her own surprising theory about the true location of the original Camelot:

• The legend
Arthur as king was first mentioned in "The History of the Kings of Britain" by Geoffrey of Monmouth, 1100-1155. A generation later, Chrétien de Troyes, a French bard and poet, began to weave stories about King Arthur's court, introducing the characters Lancelot, Guinevere and Perceval. He was the first to mention Camelot, King Arthur's home, describing it as "a place by a river, surrounded by forests and plains beyond."

• The reality
Toward the end of the Roman Empire, circa 450 AD, Arthur Riothamus, King of the Britons, was hired by the Romans to fight off invading Goths and Visigoths. There is documentation from multiple sources that Arthur spent a lot of time in Burgundy, France. He died after a battle near Bourges and was taken by his men to Avallon in France, a town that had existed for centuries. This is fact, not fiction.

• Avalon
While many people believe the mystical Avalon of Arthurian legend was in England, perhaps near Glastonbury, there is no record of a place called Avalon in that country.The Avallon region of France, however, has long existed. It was and still is known for its fruit trees and vines, much like the lush island of legend.

• Camelot
While many presume Camelot was in England, the extraordinary discovery in 2007 of the remains of an ancient community on Mont Lassois in France makes Stanfill wonder if this was actually the true Camelot. The community is near Avallon, and among the buildings unearthed there appear to be the remnants of a palace, including a great hall, where there is evidence of feasting.

"When Chrétien de Troyes wrote of Camelot, this place may have been held in the memory of the locals as a place where peace, prosperity and the good life held a long reign," Stanfill says. "His vision was a nostalgic tribute to a distant, golden age of tranquility that was on this hilltop."

Stage director Manfred Flynn Kuhnert, an Arthurian legend aficionado and teaching fellow at Harvard College, says Stanfill offers the most compelling evidence he's heard for the historical existence of Camelot and its location in France.

"The citadel of Latisco on Mont Lassois -- a site of palatial buildings unprecedented in the Celtic world - is not far from Avallon," Kuhnert says. "Arthur Riothamus' time in Burgundy is documented, and we know that the first person to write about Arthur was the bard Chrétien, who lived in the area.

"This place is exactly as he described it: 'on a hill, a place by a river, surrounded by forests, with plains beyond.' Terry Stanfill may well have it right."

About Terry Stanfill

Terry Stanfill holds a degree in English literature with a minor in medieval history. She is an Overseer of the Huntington Library in San Marino, Calif. An enthusiastic preservationist, she was decorated by the president of Italy with the Ordine al Merito, Cavaliere della Repubblica Italiana, and more recently as Commendatore, for her fundraising efforts for the restoration of San Pietro di Castello, the ancient cathedral of Venice. She is a former international representative for Christie's auction house and former director of Norton Simon Museum in Pasadena, Calif. "Realms of Gold: Ritual to Romance" is her third novel. Her first two are "The Blood Remembers" and "A Tale of the Fortuny Gown." Stanfill is married to Dennis Stanfill, former CEO of 20th Century Fox and MGM Studios.

Money Expert Offers Productive Alternatives

As we mature through our teenage years, one of our first major steps into adulthood is working that first job.

"A first-time job may be awkward and an all-around rude awakening for many, but the accompanying lessons of responsibility and perseverance are absolutely vital," says financial expert Mark Hansen, author of Success 101 for Teens (www.7habitsandtraits.com). "Also, we get our first taste of earned money - how to spend it, and the value of budgeting it for larger purchases."

But this summer continues a trend in recent years: there simply are not enough jobs to go around during this rough economy. The 2011 summer employment average - peak season for those aged 16 to 24 - was only 48.8 percent for young people, according to data from the Bureau of Labor Statistics. That's the lowest percentage since the Bureau began collecting such data, in 1948.

This year, so far, the rate is virtually the same, and many young people have simply given up their job search.

"This is a potentially devastating trend with long-lasting consequences," says Hansen, whose adult life has been largely defined by his response to the obstacles he overcame after being hit by a car as a child.

"We know the negative effects experienced by adults who go without a job for long periods, but unemployment can be worse for teens. Think about idleness, an increased risk of juvenile delinquency, undeveloped or atrophied technical and social skills and, of course, a lack of money."

Just because there are fewer jobs, however, doesn't mean young people are powerless to improve their situation. Hansen offers alternatives for self-motivated teens:

Untapped markets are everywhere: It may be true that the once low-hanging fruit, such as fast-food positions, are being taken by adults, but a teen's job search needn't end there. Today's young people have a distinct advantage over older folks - they were raised on computers, which may include knowledge of graphics software, sound and video programs and much more. These skills may be parlayed to help market events for neighbors, family members or a small business.

Good, old-fashioned manual labor: Computers and related skills have changed the world, but a smartphone is not going to cut a neighbor's grass, clean his garage or move his furniture. Consider offering a competitive price for these tasks; neighbors are often sympathetic to young people looking to make an honest dollar.

Volunteer your time: Nowadays, high school students receive credit for dedicated volunteer hours, which are routinely applied to scholarship efforts. Beyond the expectation of a corollary reward, youth are more than ever attuned to the innate sense of satisfaction gained from helping others. Several studies have shown that people are rewarded with a sense of purpose and well-being while helping others, according to the American Psychological Association.

Beefed-up allowance for added chores: Parents are busier than ever these days, which often mean chores around the house suffer. While most may not be able to afford the kind of wage a teen could earn at McDonalds, an increase in allowance can nevertheless motivate a teen who needs spending money.

About Mark Hansen

A successful businessman, a former Palm Beach County, Fla., elected school board member and motivational speaker, Mark has dedicated his life to helping young people overcome obstacles and deal with the challenges of daily living. Struck by a car and nearly killed as a child, Mark fought back through positive actions and reactions to all that he had to overcome. As a result, he relates to teens in a very special way.  Through books such as, "Success 101 for Teens: Dollars and Sense for a Winning Financial Life," and seminars, Mark Hansen is driven to make an impact on teens and young adults and to empower them to rise above and triumph over life's obstacles.

'These Kids Sometimes Suffer Lifelong Damage,'
Says Ex-Wife of College Football Coach

Every college football fan has asked, "What was the coach thinking?" at some point or other. That's OK,  says Kathy (Currey) Kronick, author of Mrs. Coach: Life in Major College Football (www.mrscoach14yrs.com), sometimes I wish they would bottle their "BOOs."

As college teams and their fans prepare for the kickoff of another contentious season, Kronick offers insights from her unique perspective as a longtime "Mrs. Coach."

"I have been in stadiums where I've thought to myself, 'This must be what it was like in ancient Rome,' " says Kronick, whose book recounts her years married to Coach Dave Currey. "Some fans get so caught up in the heat of the moment that they forget these players are just kids who may be dealing with injuries or personal problems."

There are many factors that feed into a coach's decision regarding players, plays and clock management, she says. Last-minute decisions may be influenced by events and observations that go back to Pop Warner, or even earlier.

"A football coach's work is never done," she says. "When they're not on the field, in the weight room or at meetings, a head coach's mind is still on football. It was frustrating for me to know all that was behind a decision when fans started booing."

She says fans should remember the following realities in college football:

• Student athletes: It's very difficult to earn a slot on a major college team's roster from high school, and only 2.4 percent of these young players ever make it to the next level. "These are kids just out of high school who have devoted their lives to the game. Most will not become millionaires, or even go pro, so I wish fans would give them a break," Kronick says. "They are also full-time students, too, with all the added pressures of academia."

• Injuries: Some of the most egregious booing comes from fans who think a player isn't tough enough when injured. "The charge is 'lack of heart' when an important player is out of a game due to a 'borderline' injury, which cannot be diagnosed by a doctor or seen in an x-ray," she says. "Many of these student-athletes incur injuries that may affect them if they try to go pro. Even if they don't continue in football, they may carry the limp of the game for the rest of their lives. No athlete should ever be forced to play with an injury."

• Coach knows best: It's the coach's job to obsess over every detail that will help the team win. They do that 24/7, 11 months of the year. (They're off the month of  July, when they attempt to make up for all the family time they've missed, but even then, they're still thinking about the team, Kronick says.) "Their lives revolve around winning - and not making mistakes. A bad call is only so labeled if a play doesn't work," she says. "Couch-surfing coaches and Monday-morning quarterbacks should be aware of that before criticizing."

Coaches always say that if fans buy tickets, they have the right to boo, Kronick says.

"But coaches' wives say, 'Please don't boo around us.' "

About Kathy (Currey) Kronick

Kathy (Currey) Kronick was married to Dave Currey from 1974 to 1989. He was an assistant coach at Stanford University when they met and married, and later moved on to Long Beach State (Calif.), the University of Cincinnati and UCLA. They divorced in 1996. Kronick, who has a bachelor's in education of the deaf and a master's in counseling, is the mother of two children and is happily remarried.

For the first time, a new poll shows more Americans "strongly support" same-sex marriage than "strongly oppose" it, a finding that could be attributed to changes occurring within organized religions, says a Presbyterian elder and lay preacher.

"For 2,000 years, religion has been the genesis of antipathy toward homosexuals, but now, three major American denominations have approved ordination of openly gay clergy," says Paul Hartman, a retired PBS/NPR station executive and author of The Kairos (www.CarpeKairos.com), a novel that imagines Jesus as gay.

"Gay has become the civil rights issue of the 21st century," he says.

The May survey of more than 1,000 adults found a dramatic reversal from earlier surveys: more adults now "strongly support" same-sex marriage rights (39 percent) than "strongly oppose" them (32 percent).  Over all, Langer Research Associates says, 53 percent of Americans believe same-sex marriages should be legalized - up from only 36 percent just six years ago.

"Episcopalian, Lutheran and Presbyterian denominations have overturned centuries of tradition in welcoming openly gay clergy," Hartman says. "There's a growing realization that religion can and should help lead us all toward a more mature understanding and acceptance of minority sexual orientations."

In 2012, he says, there is a new human rights landscape in the United States. He cites these additional recent developments:

• The U.S. military joined 43 other countries when it repealed "Don't ask, don't tell" and allowed openly-gay service members.

• Same-sex marriages are now legal in six states and the District of Columbia. Three other states -- Washington, Maryland and California -- have same-sex marriage under active consideration. Eleven more offer "civil union"-type status for same-sex couples.

• A federal appeals court in Boston recently struck down the Defense of Marriage Act (which defines marriage as "one man, one woman"), making consideration by the U.S. Supreme Court almost certain.

• Dr. Robert Spitzer, one of the last nationally-respected scholars whose studies lent credence to "gay reparative" therapies, recently offered a retraction and apology to the gay community.

"Unfortunately, the occasionally hateful crowd still resonates with a very small group of people, including those headed by preacher Fred Phelps and congregants, who continue to make news as they picket the funerals of soldiers and celebrities," Hartman says.

Western cultures' condemnation of same-sex love appears to have originated from Judeo-Christian scriptures, but contemporary biblical scholarship amends old interpretations, he says.

"That's why I wanted to tell a religion-based suspense story about homophobia," Hartman says. "It addresses fear of all kinds, because in passage after biblical passage, scripture tells humans who are facing change, sickness, alienation, death, and everything else: 'fear not.'  It applies to homophobia, as well."

About Paul Hartman

Paul Hartman is a retired PBS/NPR station executive with a passion for biblical history. He is a Presbyterian elder, a lay preacher and a Dead Sea Scrolls aficionado. Hartman, a father and grandfather, confesses he is a lifelong fear-fighter.

Does our society hold too narrow a view of what defines strength?

The things many would point to as indicators - youth, wealth, a fully capable body - fall short, says Charles Gourgey, a veteran hospice music therapist and author of Judeochristianity: The Meaning and Discovery of Faith (www.judeochristianity.org), a book that explores the unifying faith elements of Judaism and Christianity.

"Youth is ephemeral, abundant wealth is for just a few, and we all experience some kind of disability, usually at several points in our lives," he says. "A car accident, the loss of a job or a home, grief over a loved one's dying: such things can happen to anyone and easily destroy our happiness."

Gourgey says some of the greatest strength he's ever seen was demonstrated by certain of his patients facing imminent death.

"Some people have complete love and grace when facing death - it's how they've lived their lives, and at the end of their lives, it's what supports them," he says. "Those who, at the end, are peaceful, grateful and confident share some common characteristics."
They are:

• Their love is non-self-interested. When we have awareness of and deepest respect and reverence for the individuality of others, we overcome the high walls of ego and experience a tremendous sense of freedom, says Gourgey. He says he continues to be inspired by patients who cared more for the well-being of others, including their fellow hospice patients, than themselves while facing their own mortality. Non-self-interested love - loving others for themselves without expecting or needing anything in return - is the greatest form of love, he says.

• They had an unwavering faith that transcended religious dogma. Faith is the knowledge that there is more to life than the apparent randomness of the material world; a sense that we are known to a greater reality and will return to that reality. No matter what their religion, the patients who were most at peace with their life's journey were those who had faith in something higher than themselves. The problem with many concepts of faith, Gourgey continues, is that people attach specific doctrines to it, which means some people will always be excluded. A unifying faith - that all people are connected and love is the force that binds us - allows for trust, compassion and caring.

• They were motivated by an innate sense of what is good. They didn't get mad at themselves; they didn't beat themselves up for mistakes they might have made in the past. That's because they were always guided by their sense of what is good, and they made their choices with that in mind. That did not prevent them from making some bad choices or mistakes over the course of their lives, Gourgey says. But when they erred, they addressed the problem with the same loving compassion they extended to others. "Their compassion overcame even any self-hate they may have experienced."

Many patients left lasting impressions on Gourgey, and taught him valuable life lessons. He remembers one in particular.

"She was in hospice, a retired nurse who had developed a rare, incurable disease," he recalls. "She would go around every day, checking to see what she could do for the other patients. She fetched blankets for a 104-year-old lady who always complained of cold feet. She sat with and listened to patients who needed company and someone to talk to. She had an attentive awareness about her, like she was fully in touch with her soul."

Gourgey was with the woman when she died.

"She was radiant, she just glowed. She kept repeating how grateful she was for her life," he says. "It was as if the life of love she'd lived was there to transport and support her at the end."

About Charles "Carlos" Gourgey

Charles "Carlos" Gourgey, PhD, LCAT, MT-BC, is a board-certified and New York state-licensed music therapist. He has more than 20 years of experience working in hospices and nursing homes, and for 10 years was music therapist for Cabrini Hospice in New York City. He has published articles on psychology and religion in various journals.

This year marks the century-and-a-half anniversary of the preliminary Emancipation Proclamation. On Sept. 22, 1862, President Abraham Lincoln set the date of freedom for the nation's 3 million slaves.

"As many of us know, slavery did not die when America abolished it in the 1800s," says Lucia Mann, author of Rented Silence (www.luciamann.com), which explores British Colonial slavery in South Africa, and the victims who survived the institutional brutality.

"The opening statement of the Declaration of Independence is, 'We believe these truths to be self-evident: that all men are created equal with the right to life, liberty and the pursuit of happiness.' Almost 100 years later, in 1865, the 13th Amendment extended this belief to 'Negroes.' To this day, involuntary servitude is outlawed, and yet, it still exists!"

Mann has a personal interest in slavery. Her Sicilian mother was a sex slave and a World War II concentration camp survivor. As a child, Mann was forced to live with her father, who was also her mother's master, in South Africa.

"According to the United Nations, there are more than 27 million slaves worldwide, which is more than twice the number of those who were enslaved over the 400 years that transatlantic slavers trafficked humans to work in the Americas," Mann says.

Many slaves today are forced into prostitution while others are used as unpaid laborers to manufacture goods bought in the United States, she says.

"It's almost impossible to buy clothes or goods anymore without inadvertently supporting the slave trade," she says.

Mann, a Canadian and British citizen who considers herself an "American at heart," says Americans should dedicate themselves to opposing modern human trafficking, both worldwide and within U.S. borders, since the nation was largely built on the backs of slaves.

Human trafficking has become the second fastest growing criminal industry worldwide, behind drug trafficking, according to the U.S. Department of Justice. It's a $32 billion industry, and half of those trafficked are children. Half of the billions spent come from industrialized nations, according to the National Human Trafficking Resource Center.

So, what should be done when a U.S. citizen suspects a case of human trafficking? Mann says the following organizations are a good start:

• Catholic Sisters congregations, 888-373-7888: Grand events, like this year's 2012 Summer Olympic Games in London, are reportedly hot spots for prostitution rings involving trafficked slaves. The same was true for the 2012 Super Bowl XLVI in Indianapolis, which is why nuns throughout the Midwest collaborated in an awareness campaign, which ultimately led to training cab drivers and hotel staff to recognize signs of modern slavery and how to report it.

• Victims hotline and on-line tips reporting: The Modern-Day Slavery Reporting Centre, created by Mann, is the first hotline - 1 (800) 610-7035, Ext. 227 -- in the United States and Canada for victims. It also provides volunteer translators (including Mann) for victims who don't speak English. The website, www.mdsrc.org, includes a section that makes it easy for third parties to report suspicious activity by clicking "File a Report." This section allows visitors to volunteer information.

• Federal Bureau of Investigation - report human trafficking, 1-888-428-7581: This number can be used 9 a.m. to 5 p.m. EST to report concerns to the FBI, which also offers plenty of information about human trafficking on its website.

• Various easy-to-find anti-trafficking organizations: Type in "human trafficking" on any online search engine and several sites will appear promoting various methods of combating modern slavery, Mann says. The important part is following through on an interest to help, she says.

"I have a firsthand account of dealing with national prejudice and human slavery, but I think many people are compelled to help victims of human trafficking because freedom is a universal desire," Mann says. "Any individual can make a difference in someone's life. That is the motive behind my books; I want victims to know that, like me, their tragedy can become their triumph."

About Lucia Mann

Lucia Mann was born in British colonial South Africa in the wake of World War II and lives in West Covina, Calif., and British Columbia, Canada. She retired from freelance journalism in 1998 and wrote three books to give voice to those who suffered brutalities and captivity decades ago, and today.

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