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LAist Interview: Eric Schwartzman

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It’s easy to forget how many Angelenos influence what we read, consume and think. For every telegenic actor accepting an award or CEO discussing his latest stock offering with a journalist, there is a phalanx of publicity professionals and marketing specialists choreographing the entire event.

Eric Schwartzman is one of these behind- the-scenes maestros who are so adept at making the general public aware of the latest person, place or thing. After honing his skills at the legendary PR firm Rogers & Cowan, he established his own boutique agency, Scwartzman & Associates, Inc., in 1999. 1999 proved an auspicious moment, as Internet technology expanded and Eric became one of the few senior-level public relations professionals to realize the potential of new media and technology as a tool for corporate communications and promotion. He went on to found, which provides communications software tools and services to public relations professionals.

Eric shares his thoughts on the PR game from his blog, Spinfluencer. He also hosts "On the Record...Online," a weekly podcast, of audio discussions with media professionals about how information technology is changing the news media and entertainment businesses.

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How long have you lived in Los Angeles, and which neighborhood do you live in?
I was born and raised in Los Angeles. I live in Santa Monica.

Why do you live in Los Angeles?
I live in Los Angeles because it’s home. I know it. I love it. It’s my town.

Why did you start the "Spinfluencer" blog? How is it different from the Internet PR News blog on ipressroom?
I started the Spinfluencer blog for a number of reasons. First, to draw a more qualified audience to my corporate websites and If someone clicks through the blog to either of my sites, I know they’re a prospective client, since I blog about issues that would be of professional interest to people in my trade. But I also use the blog to remember things I’ve learned and to help my crystallize my thoughts, since writing is a great way to clarify ideas and opinions.