R. Antonette Communications

Marketing communications professional and micro agency | Long Beach, Calif.

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And so it begins.

August 3rd, 2010 · Brand awareness, Long Beach

I’m excited to have officially begun a four-year term on the Long Beach Parks and Recreation Commission, and am looking forward to helping make a difference here in the city.

My photo is up on the City of Long Beach site, here - City of Long Beach, CA – Parks & Recreation.

Disclosure point: Any posts that I share about Long Beach moving forward will continue to only reflect my personal opinions about issues and events, or thoughts as they relate to marketing.

Such as this:

My friends know that one of my great loves about this city is spending summer Friday nights at El Dorado Park listening to our 101-year-old  Municipal Band. The band is one of the great city assets that we are in danger of losing due to the budget shortfalls that Long Beach is facing.

Clearly, the band is ripe for a major, community-oriented corporation to swoop in and underwrite its 2011 season, and beyond. A company looking to market their brand in the nation’s 38th largest city — larger than Minneapolis, Cleveland, Miami, St. Louis, Pittsburgh and New Orleans — would be wise to explore an affiliation with the band and help “keep the music playing.”

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News: Appointments To Long Beach Commissions, Boards Made By City Council

July 7th, 2010 · About RA

Via Harry Saltzgaver at Gazettes Town-News > Community News:

In one fell swoop, the City Council Tuesday approved a whopping 84 appointments or reappointments to non-Charter advisory commissions and boards — plus nine more on Charter commissions.


Terms on most commissions end on June 30. In recent years, reappointments and appointments have taken a back seat to preparation of the next city budget (budget hearings begin in late July).

This year, Mayor Bob Foster and his staff have taken a proactive approach. Names to fill Charter Commission seats were forwarded two weeks ago to the Personnel and Civil Service Committee, allowing those recommendations to be heard the same night as the list of other appointments.

Charter appointments approved include three to the Citizen Police Complaint Commission — Charlotte Roush as a new commissioner and Dan Cartagena and Wilma Powell to second terms. Gerry Good and Charles Hicks were appointed to the Civil Service Commission, Albert Guerra and Sarah Tong Sangmeister were reappointed to the Parks and Recreation Commission, along with Ron Antonette as a new appointee there, and Julie Heggeness was named to the Redevelopment Agency board.

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From Gazettes.com > Commission Picks Vetted By Panel

June 29th, 2010 · About RA, Long Beach

I’m another step closer to being appointed to the city Parks and Recreation Commission, as noted in the Grunion Gazette this past week:

Gazettes Town-News > Archives > Community News > Commission Picks Vetted By Panel.

Nine appointments to city Charter-required commissions and boards were approved Tuesday by the City Council’s Personnel and Civil Service Committee. Appointments are made by Mayor Bob Foster, then must be approved by the full council. That is expected to take place at the first meeting in July.

Ron Antonette of the Fifth District has been tapped to fill a long-vacant position on the Parks and Recreation Commission. Albert Guerra and Sarah Tong Sangmeister both were reappointed for a second term.


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On summer internships.

May 26th, 2010 · PR, Tips for Young PR pros

Time for another entry in my random series of “tips for young PR pros.” Actually, the idea to write these posts was initially inspired by one of my old GolinHarris colleagues who always talked about creating a “what they don’t teach you in J-school” class to share with junior executives. Or, as I might call it, “The things you should be doing on the job to keep the job.”

So Tuesday I was discussing my “theory of summer” with one of my clients – the idea that college students shouldn’t succumb to the pressure to fill up their resumes with 40-hour-week interenships during the summer. She had just received corporate approval to hire a couple of part-time interns to support some of her department’s initiatives. We talked about some of our summer job experiences and what we learned – she learned that being a school teacher wasn’t for her, I learned the very important life skill of pouring a perfect draft beer (at a Moorpark, Calif. pizza parlor).

And in thinking about it further, summer should be a time for experimenting. If your career counselor is pushing you to get your resume filled up, find a way a do it part-time. Just because you have the whole week free during the summer, doesn’t mean you need to dedicate it to an agency to monitor their client’s Twitter feeds and total up the number of followers for each post. Find ways to balance your planned career track with time to be yourself and make memories.

My “best summer ever” was last year, when we took our long 31-day road trip across the Western U.S. My other “best summer ever,” during college, was a year where I didn’t focus on a full-time internship and instead worked on a PR project part-time and worked out in the real world part-time.

The internships will always be there. Summer won’t.

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Los Angeles and Orange County HAPPO II: The College Years

April 28th, 2010 · HAPPO, PR

This Friday morning, I will be supporting the latest HAPPO – Help a PR Pro Out – search on Twitter by helping connect Los Angeles and Orange County area PR students with agencies and companies that have openings.

If you have any openings that you would like me to share, ping me at ron-at-rantonette-dot-com and I’ll circulate them Friday. Or, simply please join with us on Friday by including the hashtags #HAPPOLA or #HAPPOOC in your tweets this and I will retweet.

One line of questioning that I always ask graduates in job interviews is about their “off the resume” jobs. Not the internships or entry-level opportunities they list, but the summer jobs that helped them learn about what they don’t teach you in college: customer service, working to deadline pressure. Or, “waitressing,” as an old boss used to call it. It also helped tell me if you got along with your bosses and colleagues – were hired you back summer after summer?

I’ve had five “career” positions in 20-plus years, in part because clients always change so the opportunities evolve. But two of the best “jobs” I’ve had involved delivering pizzas – once for the neighborhood sandwich shop that my pal, Nick (congrats on the new baby!), and I loved; another summer where another best friend was the manager and we’d sample the new draft beers after closing time.

I know we push college students to get lots of internships by spending their summers padding those resumes to land that perfect, first job. At some firms, multiple internships are a requirement just to get your resume past the screener and into the inbox of the office internship coordinator.

But summers are for making memories. You only get four, maybe five, summers before the career roller coaster begins in earnest. Make them count.

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Still no final word on AP Stylebook change.

April 15th, 2010 · General

The AP is proposing that state names be spelled out, effective May 15. However, as posted on their site this week (and still there as of this posting), that decision is not final. I’ve pasted the relevant Q/A text below.

from AP Stylebook Online [2010].

Q. Someone told me that AP is changing the style guidelines for state abbreviations as of May 15, 2010, and that all state names will be spelled out (no abbreviations used) and no Canadian provinces will be used (only the country “Canada”). I have not seen that information on this site. Is this true? Thank you! – from Clemson, SC on Tue, Apr 13, 2010

A. Those style changes have been proposed in wire advisories to AP members. The feasibility is being studied.

Q. Apologies for submitting this here, but wasn’t sure where to send it: What, please, is the explanation for the upcoming May 15 decision to start spelling out state names in all references? This seems more than unwieldy, not to mention space- and time-consuming in an era when we have less and less of both. Can AP please explain, perhaps in the weekly newsletter? thanks in advance. – from Escondido,, CA on Mon, Apr 12, 2010

A. It concerns adopting a universal and consistent style on state names in news stories for both domestic and international use. Global audience are much less likely than U.S. readers to understand state abbreviations. The feasibility of such a change is being looked at.

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Just made some site updates.

April 9th, 2010 · General

Minor tweaks, but merged my Twitter feed with my “random things I’m doing or discovering” feed, under Microblog. HT to my pal, @russturley of Fat2Fit Radio for the code updates!

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Twitter / Ron Antonette: Yay – just heard El Dorado Park West soccer lights project is “not going to happen” and other options are now on the table – good for all!

March 18th, 2010 · General

Twitter / Ron Antonette: Yay – just heard El Dorado ….

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TimetoPlayMag.com – R. Antonette Communications Launches

March 2nd, 2010 · Coverage

Nice mention in this week’s industry news roundup, which they post each Tuesday –

aNb Media, Inc. | Publisher of Royaltie$, Toys & Family Entertainment, and TimetoPlayMag.com.

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PRWeek US: Ron Antonette launches own firm

February 26th, 2010 · About RA, Coverage, PR

An additional industry hit …

Ron Antonette launches own firm – PRWeek US.

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Bulldog Reporter – Daily Dog: R. Antonette Communications Launches in Long Beach

February 26th, 2010 · About RA, PR

Nice industry mention …

Bulldog Reporter – Daily Dog | | R. Antonette Communications Launches in Long Beach.

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Playthings Magazine: Antonette opens PR agency – 2/26/2010

February 26th, 2010 · About RA

Nice clip from Playthings this morning:

Antonette opens PR agency – 2/26/2010 6:13:00 AM – Playthings.

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PR Newser story: Former Fleishman-Hillard Consumer Lead Launches Agency

February 25th, 2010 · About RA, PR

Former Fleishman-Hillard Consumer Lead Launches Agency – mediabistro.com: PRNewser.

Thanks to PRNewser for getting my bio out there.

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Link: Pepsi Refresh: Success Or Failure? — Soap Box Included

February 25th, 2010 · Brand awareness, PR, Ron Antonette quoted

Pepsi Refresh: Success Or Failure? — Soap Box Included.

I was quoted in the linked story on Pepsi’s Super Bowl venture.

In the end, Pepsi took a chance that they could hook consumers through a social media experiment, and through getting attention by not advertising at the Super Bowl. Ron Antonette, a communications professional from Long Beach, CA sums it up with his belief that “the decision proved to be a correct one, as instead of just being part of the pre-Super Bowl round stories, they received their own, separate coverage about the decision. Coke will have greater reach and audience numbers based on the commercial airings, but I’d expect that Pepsi will have a greater return on investment on its campaign.”

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Freedom to move about the county. (My #happo piece.)

February 18th, 2010 · About RA, Background, PR, Qualifications, Referrals

What do football coaches and agencies have in common? They are hired to be fired.

For every Joe Paterno-Penn State or GolinHarris-McDonald’s relationship, there are thousands of coaches and agencies creating winning strategies on the sidelines for a season or two, only to be shown the door under new athletic directors or marketing directors.

There are two reasons I mention this.

First, marketers in an organization have one of two objectives: get promoted to build their resumes and move on, or protect their annual budgets and stay in place. The former look for agencies and in-house colleagues to execute (achieve a short-term success!); the latter to provide creative and help them evolve within the company … and to execute (replace the agency!).

Second, the truth is that a Fortune 500 company can’t go wrong hiring any big agency – good resources, access to secondary research, connected media databases (in some cases), good ideas and execution. No company CMO, PR or marketing director will be fired for bringing in a name-brand agency. In fact, shareholders, raised on pro sports, expect it: If you’re not hiring a multi-office conglomerate, then you’re not trying!

Big agencies are a safe choice for big companies. But are they the best one for everyone else?

In my 20 years as a communications and PR professional working at top-5 agencies and Fortune 500 companies, I’ve worked closely with dozens of colleagues who are now thriving as solo practitioners, delivering great strategy and execution at a fraction of the cost of big agency budgets.

And as of last fall, I am one of them: I’m forging along my own Freedom Trail as an independent communications professional.

I’m offering my services as a Communications Director For Hire, a 30-50-hour-a-month addition to your marketing department who can provide leadership and experience to your full-time PR and social media team and strategic counsel to your executive and marketing leaders. On a per annum basis, bringing in part-time consultants to round out your full-time staff is like adding a senior PR director at a junior staff salary.

Because “everything about your brand communicates,” I can help your organization discover how your consumers, trade, retailers and other key audiences are learning about your brand, and help your internal team effectively hone and deliver the right messages that are easy for your advocates to share.

You can find my qualifications linked here on my blog site, or LinkedIn, among other places. Elsewhere on social networks, you can find me as @rantonette.

What I offer you – and what’s compelling about me – are the five freedoms that come with being an independent professional.

  1. Freedom to focus smartly. When I worked on the agency side, delivering profits for our shareholders was job one. Today, I’m excited to be back in the problem-solving business. Most independent professionals focus on “balancing the workload” – fewer clients, meaningful work.
  2. Freedom to think collaboratively. No, I’m not going to suggest you must work with “our Chicago office” or “our digital team.” I’m proud to have met some of the best people in marketing who have started their own small firms or work independently now. I can bring my clients the media pitchers, SEO experts, and creatives whom I trust wholeheartedly and, in some cases, have always have wanted to partner with!
  3. Freedom to grow expeditiously. Particularly for a mid-sized company, you simply get More, Better, Smarter, Faster, Dedicated, One-On-One, Committed, etc., for the investment … and a part-time relationship that can turn into a long-term business partnership. Because I offer “full-service thinking, self-service overhead,” you will get one-on-one service and honest counsel from me.
  4. Freedom to share enthusiastically. Between Twitter, active bloggers and other social media pros, independent PR pros are more connected than ever before. Research notes and ideas are discovered routed quickly overnight among #solopr followers. The benefit is that the playing field has been leveled – whether working from a home office in Long Beach, Long Island, or Long Lake, virtual teams sharing best practices and expertise are the future of the communications consultancies. That future is now.
  5. Freedom to experiment creatively. We all know it: Not everything is going to work. But for the modest costs of hiring a smaller, dedicated professional – roughly two-fifths the cost of a national firm – you can afford the opportunity to experiment with non-traditional programs. A colleague tells me the story of spending some $25,000 on a celebrity seeding program. Was it a good gamble for them? (OK, probably not.) The savings on professional fees allowed them to attempt this and other programs that could break through.

Finally, I offer the freedom to work together with you no matter your company’s address. And I call Long Beach home, which gives me the freedom to move about any Southern California county on a couple hours notice.

I welcome the opportunity to connect.

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On the bosses of holidays past.

December 22nd, 2009 · Background, PR

I’ve been fortunate to work with some of the brightest and most creative people in the communications business, both as bosses and mentors and as colleagues and, most luckily for me, as direct reports.

One of my bosses always used to say that everything was analogous to dating. Another that the PR business, mostly about service, always comes down to waitressing — taking the order and organizing all the chairs in the room. (To this point, I always ask new professionals about their college jobs — not the internships, but the ones “off the resume.” I’ve found that students who get rehired by their hometown employers summer after summer often understand more about service than those who’ve spent four summers interning.)

One boss used to remind us that it was all about the lighting — you know, nobody ever looks good in flourescent lighting. Another taught me how important it was to control the things you can control — they are few and far between, and it keeps you prepared for those things you cannot control (most everything else!).

One boss shared the secret to staffing client events was to always keep busy; let the client staff enjoy the press event because we’re hired to staff it for them. (I still almost never eat at press events for fear the moment someone is going to need me is the moment I’m chewing on a bagel.)

I learned how to travel smartly, and to make every business trip special by finding a personal moment or site to see and remember. I haven’t yet tried one tip a boss shared: Wear your nearly-worn-out shirts on the trip and then just leave them behind, leaving suitcase room for gifts or, if New York, new shirts.

Oh yeah, I learned real stuff, too. About clipping and copying at first, but then pitching and writing, planning and programming, predicting and analyzing, being strategic and knowing when “being strategic” means keeping quiet. About connecting with others and about sharing what I’ve learned, starting the cycle anew. About business. About ethics, doing the right thing, all the time.

It’s the holiday season, and when I see the names on our family card list, I’m reminded of the many people with whom I’ve had the pleasure of working over the past two decades. And although 2010 isn’t “technically” the start of a new decade, it will be for me, as I officially embark on my third decade of my career. I don’t know what it’s going to bring, but I’m going to “control the things I can control,” and be optimistic about everything else. Something Great is about to happen, and I can’t wait!

Happy holidays, everyone!

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On the Tiger Woods news cycle.

December 2nd, 2009 · General

We tell our clients that one way to be “in the news” is to take advantage of trends that enable us to include your brand into the news cycle. Yet when I see communications professionals doing this to promote themselves, it often strikes me as being disingenuous.

The communications pros racing to comment on the Tiger Woods story is an example of this. “What I would tell Tiger is …”, “Tiger must do …”, “Tiger is getting bad counsel …” The talking heads who are certain they know better than Woods have one goal: Promote their individual brand as professional communicator.

I appreciate that the media are going to cover this story, and that, heck, if there’s going to be coverage why shouldn’t one promote their brand. But I ask this: Is this the type of news story — a scandal, filled with innuendo and, more important, having a negative impact on a person’s family and children — one that you want your personal brand to be a part of? Every opportunity to promote your brand should be weighed within the context of the story and how it will be viewed by your audiences.

Will the “crisis communications experts” who provided comments about Tiger Woods gain future clients? It’s possible. It’s more likely that by agreeing to comment now, these persons are establishing or furthering media relationships for later, when they need to help protect their clients. Quid pro quo.

When I look at the Woods story, I look beyond what his team has messaged. (Though isn’t it interesting that his only statements are public, posted on his Web site?)

Instead, I take a look at the brands that are advertising on some of these gossip and faux-news sites. These aren’t brands that Woods endorses, but other companies whose ads run prominently on TMZ and Page Six and the like that are directly benefiting from his personal plight. This story is likely generating millions of additional consumer impressions for those advertisers right during the middle of their important sales season.

For example, there’s a service provider whose musical ad is running on US Weekly. What a bonus for them to have their ad streamed right before one of Woods’ alleged voice mails!

Would I want my clients’ brands to be linked with this story? Probably not, but if the research says their target consumers index high for information on gossip and pop culture, maybe that’s the right place for them to be.

But still, I can’t help but wonder: World’s most famous athlete … peak sales season … stories suddenly reported … peak sales season … millions of online consumer impressions … peak sales season. Curious, isn’t it?

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On parenting and bicycle helmets.

October 22nd, 2009 · My kids, PR, Parenting

How often does the phrase, “When we were kids, we used to be able to …” come up in conversations with your friends about parenting?

In our family, we recall with fondness such now-illegal activities as sleeping on the floor in the back of a family van, riding in the bed of our neighbor’s flatbed truck, and – especially memorable to me – sitting in the middle front seat of my grandmother’s Oldsmobile as we ran errands together.

Two events in the news call to mind the “When we were kids” days. The first, tied to the launch of the book Super Freakonomics, was the authors’ appearance on “Good Morning America” yesterday suggesting that car seats for toddlers are no safer than seat belts.

The second, also yesterday, was Orange County supervisor Chris Norby (R-Fullerton) raising the political equivalent of “When I was a kid” by questioning whether California’s mandatory bicycle helmet laws are contributing to childhood obesity. The story was reported in today’s Orange County Register, linked here.

Norby’s hypothesis was straight-forward: Children are riding their bicycles less than in previous generations because they are required to wear helmets. He backpedaled some in a follow-up statement, but I think his hypothesis is relevant.

I often have said one of the great PR campaigns by an industry were the efforts to have a bicycle helmet law passed. Suddenly, a niche business that catered to offroad cycling enthusiasts became mandatory purchases for any parent interested in having their children become bicyclists.

“When I was a kid,” I biked everywhere. Whether to school and back, around the neighborhoods on my newspaper route, or a five-mile jaunt along the old state highway to the bowling alley, my bicycle gave me a freedom to move about the country(side). Wearing a helmet was reserved for skateboard activities, where the risk – yea, likelihood – of falling was great.

My 8-year-old daughter believes that helmets are a necessity of bicycling, and my 4-year-old immediately puts his on when he wants to go riding. But as a parent who successfully rode helmetless for my 18 years of adolescence, I’m far more concerned with my kids scraping a knee from a fall – it’s a realistic danger for them as sidewalk riders.

Now, as they get older and become a street cyclist, then a bicycle helmet is a common sense purchase. And that’s my point: Shouldn’t we be trusting parents to make common sense decisions?

When Supervisor Norby asks the question if children riding their bicycles less because of helmets, isn’t he really saying, Have we made it too difficult for our children to experience the world as we once did?

Is a sleeping toddler lying across the comfortable backseat of a car really in such danger that parents must strap them into plastic booster seats?

Are we encouraging parents to parent, or simply to not break laws?

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What's Goin' On.

September 25th, 2009 · Ideas, PR, Parenting

Random thoughts, observations and recent happenings that take more than 140 characters …

  • The Lost Symbol felt more like “National Treasure 3” than “The Da Vinci Code 2.” (And didn’t one of the “National Treasure” movies also tackle the subject of the Masons?) Despite all the buzz on Twitter and elsewhere, Dan Brown’s latest is not worth the hype and attention that it’s receiving … although I’m sure the publishing industry is hoping it will stimulate sales heading into the holidays.
  • Angels and Demons is still the Dan Brown book I liked best, with The Da Vinci Code second.
  • Youth soccer is in full swing in our house, with my 8- and 4-year-olds engaged every Saturday for the next 10 weeks. I’ve often considered including youth soccer organizations into marketing programs for clients, but based on our family’s experiences the past couple of years, I question the overall value of an integrated sponsorship: There aren’t enough touch points with the players and their families.
  • But here’s how brands could make a youth soccer partnership work: Develop self-contained programs that reach coaches and team parents directly … and that means real-world, grass-roots efforts, and not just a Web link and ad in the family magazine.
  • Great to see a campaign I worked on earlier this summer getting lots of attention: Butterfinger’s commitment to comedy featured in The New York Times (including their partnership with Michael Ian Black and Michael Showalter), and their just-announced signing of Seth Green as brand “mouthpiece.”
  • Undervalued Web real estate: The fantasy football waiver wire pages. Butterfinger and Subway are running ads on Yahoo! Fantasy Football currently, and Toyota has created a “make your team’s logo” site to promote their brand … smart.
  • For 2010, would a below the title sponsorship, Yahoo! Fantasy Football Presented by Brand X, be an effective online billboard as part of an integrated in-store and mobile program? It would benefit both brands, Yahoo! and Brand X.
  • A friend of mine pointed out that by not regularly breaking 100, I am worse than the average American golfer, as the average score is reported to be 100. I find that hard to believe … I argue that nobody will ever tell you that they “shoot in the low 100’s,” so any survey of golf scores is going to be abnormally skewed!
  • My mom has more Facebook friends than your mom.
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How to Plan A Family Road Trip.

August 12th, 2009 · Family, Ideas, Parenting, Social media

When we first announced to friends that we were embarking on a month-long family road trip, most had the same reaction: “31 days in a car with two kids?!” Admittedly, we also questioned whether we could do it. But for my wife and me, sharing moments with our two children trumps other activities, so the opportunity to use our time off to help them build new memories was a no-brainer.

My wife has often referred to our 6,395-mile journey as our “technology road trip,” and I think that’s an accurate description given how we incorporated technology into every step of the process. From planning the trip and booking accommodations along the way, to keeping friends and family updated with a live blog, and, finally, creating a coffee-table photo book keepsake for our children, we relied on an abundance of free Web sites and tools – and some electronic gadgets we already use everyday – that helped to make our Great American Road Trip both memorable and enjoyable.

Here are some tips, tricks and tools from our 31-day road trip across the Western U.S. that can help you plan your next driving vacation with children, save you money, and make sharing your adventure with family and friends fun and easy.

1.  Plot the trip. Using Google Maps, we were able to plan out distances and driving times to determine what drives were achievable, and where we needed to plan overnights and book rooms. We set an initial guideline of four driving hours and/or 250 miles daily, and then planned our trip around sites we wanted to see and cities we wanted to visit.

2.  Book rooms. Start by reading the reviews and discussions at Yelp.com and TripAdvisor.com – consider the feedback of others in their communities before booking your trip, and remember to join and participate afterwards by authoring your own reviews.

We next began cashing in our available travel and hotel chain points – we earned the points, so we used them for four-star rooms in the biggest cities on our trip, cities where we wanted to stay downtown for proximity to sites.

For the rest of the trip, we used Hotwire as a tool to hone in on price ranges for various cities and neighborhoods – knowing the discounted rates helped us budget whether posted room rates were in line with what we should expect to pay. Where location was important or specific arrival dates certain, we booked rooms through hotel chain’s sites directly – cross-checking on Expedia to make certain the prices were consistent – and always checking for AAA discounts.

Otherwise, we used both Hotwire and Priceline to book next-day and sometimes same-day rooms in cities along our route. Although these sites don’t provide you with the hotel names until after purchase, forums like BetterBidding.com helped us identify the hotels, so we always knew what we were “buying.”

3.  Make a technology checklist. You’ve spent hundreds of dollars on music players, video recorders and other portable devices – now’s the time to make use of them. We went through our drawers, cabinets and kids’ rooms and came up with the following items that we took on our road trip:

  • Blackberry.
  • Laptop computer.
  • iPod.
  • Digital camera.
  • Video recorder.
  • GPS unit. We have a Magellan Maestro 4350, with the AAA Tourbook information built into it.
  • XM Skyfi radio. We long ago chose the portable unit over a permanent in-car subscription so we can move it between cars and use it in the home. We listened to a lot of talk, sports and entertainment radio all along the trip.
  • Portable DVD player. Perhaps the best road trip invention EVER, the children passed some of the time watching movies and keeping themselves entertained. Part of our four-hour driving limit factored in time for one movie per leg, our children alternating choices throughout the trip.
  • Small lantern. Useful for the kids during our night stretches.
  • Our children do not have a portable gaming device; in our family, video gaming is a social activity. Our kids do have Leapsters, and our 4-year-old brought his on the trip for car “alone” time only.

4.  Rent a van. We rented a Toyota Sienna minivan, and removed the middle row seats – the children sat comfortably in the third row. Not only did this give our children some room to stretch out on the floor (uh, when stopped, that is), but it put a few extra feet between the parents and offspring, something our sedan didn’t offer. I used my AAA membership and landed a great deal directly on Hertz’s Web site … however, I continued to check prices on Priceline, Hotwire and other sites, and phoned my “local,” off-airport rental car branches right up until the night of our trip, just to make sure we were getting the best deal.

Also, I’m going to suggest something I wouldn’t ordinarily suggest: Strongly consider paying for the rental company’s “walk away” insurance coverage. I know, I know … it’s a rip-off. And for business or short trips, I don’t even consider this option. But for your looong family road trip, consider this to be “peace of mind” coverage that can eradicate your worries about road damage, scratches, spilled coffee … those small things that can add up.

5.  Set up a road trip blog. Here’s where you make use of that camera phone … Although I use Wordpress here, I created a road trip blog on Blogger.com (using my Google account), because I found it easier to send and post quick pictures and short texts via e-mail using my Blackberry. (Google explains the process here.) For us, writing brief updates about our day and sharing quick snapshots was a fun way to help memorialize the trip for the future, and receiving comments back from our family and friends was a treat for the kids – they loved hearing from Grandma, their school friends and cousins all along the road.

Give your blog a fun, memorable URL and share the link with your friends in the 2-3 weeks before you leave. Cross-posting your blog on your Facebook page also can be a good idea, depending on your privacy settings and concerns.

6.  Outfit the car. Invest in enough 12V adapters, splitters and extension cords for the car to power your DVD player, satellite radio, and other devices. We found a 20-foot extension cord on eBay that enabled us to run power to the DVD player to the rear outlet of the minivan, freeing up the front outlets for other items. My wife made special backpacks for each of the kids, filled with books, car activities, and other surprises. Each kid packed a second backpack with toys and other items from home, and they carried their pillows from car to hotel room every night.

We packed an array of snacks, stopping for grocery runs every few days to get a new variety. We used an ice chest keep items cold and a clear file box to store the snacks.

Another tip: Be prudent about driving at night. I prefer to drive at night, but for our children, we tried to keep them on a regular schedule as best we could – which meant being checked into hotel rooms by dinner time. In 24 days of driving, we night-drove only three times, using the cover of darkness to chew up time along stretches of highway with little scenery or few possible stops.

7.  Self-publish a keepsake book. The digital camera never left our side on our road trip, as we snapped more than 1,200 pictures in 31 days. We will edit and print out a few family photos from the trip to adorn our home. But using BookSmart software from Blurb.com, I quickly and easily organized a photo book of 400+ snaps from the Antonette U.S. Tour 2009, dropping and dragging files into a variety of page layouts. Additionally, I used BookSmart to import our road trip blog, creating a second photo book of camera phone photos and diary logs. The whole project took me about 4 hours; the 120-page photo book cost less to produce than printing the same number of photos, and has been easy to share with friends and family.

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