It’s summertime, meaning movie studios are mounting their assault of big-budget films on theater-goers. This is a high-stakes season for movie studios because those blockbusters can be big cash cows when they succeed or huge money pits if they fail.

One interesting development this blockbuster season has been the success of The Heat. The Heat is an odd-couple police comedy starring Melissa McCarthy and Sandra Bullock. In addition to being popular among critics and viewers, it has also been a success at the box office, earning nearly $86.4 million in the U.S. in about two weeks, which looks great next to its $43 million production budget. One hundred-million dollars in ticket sales should be in reach.

The Heat has a quality about it very uncommon in Hollywood—a summer-time movie with female leads. The conservative media have long painted Hollywood as being home to liberals and progressives, a designation Hollywood has seemingly embraced. However, the fact is that certain aspects of the film industry have been stuck in the 1950s – movies with female leads are rare. Sure there are a lot of women playing romantic interests, but it’s seldom Hollywood gives us a movie where most or all of the main characters are female. In recent years, this trend has been reversing, with releases like Sex and the City, Mamma Mia! and Bridesmaids putting up big box office numbers on the backs of female-dominated casts.

In the grand scheme of things, The Heat will probably turn out to be a modest success. As of July 7, it is the 19^th-highest grossing film of 2013. Still, it is the most recent example that movies can market to women through avenues other than genres starting with the word “romantic.” Perhaps the recent success of films with female leads will cause studios to consider something other than white men as the money-making paradigm for summer blockbusters.

Social media has changed how we communicate with people and how often. From things like posting pictures of our delicious breakfast to staying connected with loved ones across the globe, we can utilize social networking sites in any way we choose. We are more connected than we could have imagined and now there’s a day to celebrate it.

For those of you internet culture-savvy folks, you may have seen the recent backlash surrounding Facebook’s allowance of pro-rape fan pages (be advised, that link contains images and language people may find disturbing).

Summer brings out our creative nature. Gone are the dark, heavy clothes of winter and here to stay are the bright, fun fashions of summer. And summer has definitely arrived! I know this because of the apparel choices that have recently emerged on Market Square.

In just three years, Pinterest has encouraged us to become the baking, DIY, wonder women we really are. From game and craft ideas to budget-friendly tips and tricks, we turn to Pinterest for creative inspiration.

It is disappointing when we are directed to an external site to get a recipe for Grandma Jane’s melt-in-your-mouth chocolate cupcakes only to discover it’s a dead end. This also happens with eager shoppers who are ready to buy a piece of clothing they’ve seen but can never find the website that actually sells it. Well we have good news, friends – Pinterest is making their pins comprehensive.

What does this upgrade mean for us? No more searching through links and other sites to find the information we pinned. Time is saved, AND we find what we need with no fuss.

Pinterest has partnered with brands like eBay, Target, Sony and Netflix to provide its users with more information while browsing. A Pinterest spokesperson told Mashable that their hope is to have more useful pins for its users and community. Pins about desserts will list the full recipe, pins featuring clothes will have the price and pins about movies will provide more information about the cast and ratings.

This isn’t the only change for avid Pinterest users. The Pinterest smartphone app will expand its “Pin it” button to other mobile sites like Etsy, ModCloth and Jetsetter along with adding mobile notifications and mentions.

With all the focus on comprehensive pins and mobile upgrades, Pinterest seems to be creating a better venue for advertising to its users. Not only will the pins feature the logos of its contributing sites, but there’s also an opportunity for specific brand advertisements, especially those wanting to market to women.

Does this upgrade excite the bakers out there who can have the full recipe on-hand at the grocery store? Or do some of you have hesitations about the additional advertising that is imminent?

It is that time of year again! Everyone is giddy because finals are over and graduation is here. The world is yours for the taking, which can be either a frightening thought or an empowering one.

Use this time wisely. If you already have a job lined up- kudos to you! That is not an easy feat in today’s job market. If you are still looking, don’t be discouraged. There are still plenty of opportunities if you stay persistent. Either way, we have compiled a list of 5 digital skills every college graduate should have.

1. Be proficient in email. No matter what service you have used or will use, email is going to be a part of your everyday work life. Get a handle on the type of email provider your employer uses- Microsoft Office, Gmail, etc.

2. Be prepared. If you don’t already know it, learn Excel, Powerpoint and Word because your boss will expect that you know how to use them. The last thing you want is to be given an assignment due in an hour and you have no idea what you are doing.

3. Be web savvy. It is highly likely that you are a little more adept at using the internet than your boss (not always, but usually). Prove it! Show your skills through strategized Google searching, using Wordpress or sharing your knowledge of what is out there in the “world wide web.”

4. Be socially driven. You’ve grown up with social media as a part of your life so it should come second-hand to you. Step up and help your employer or clients with their social media. It can be used to grow followers and reach more people or to advertise and build brand awareness.

5. Be different. Use this time to learn something new online to make yourself stand out. Do you know how to code? Are you an expert at SEO? Whatever interests you, research it and show how you are different.

Good luck to all who are graduating! This is an exciting time in your life. Who knows, maybe we will be seeing one of you soon.

FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.

I was never a fan of Angelina Jolie. Until today. By sharing the story of her decision to take control of her health and opt for a double mastectomy, she has done a great service to women. As a woman whose entire career relies on beauty and the vitality of youth, Angelina has proven that she has substance and depth far greater than I’ve ever given her credit for.

We salute you, Angelina. Thank you for empowering women everywhere. http://omg.yahoo.com/blogs/celeb-news/angelina-jolie-reveals-preventative-double-mastectomy-064002088.html

Note: For more information on BRCA1 and BRCA2 genetic testing visit http://ww5.komen.org/BreastCancer/GeneMutationsampGeneticTesting.html.

Abercrombie & Fitch CEO, Mike Jeffries, has alienated 66% of his potential female target market, including millions of moms who shop for their kids and teens. The 61-year-old CEO of the popular clothing line says he only wants “thin, beautiful people” shopping at Abercrombie.

Say what?

Have you checked recent statistics, Mr. Jeffries? According to womenshealth.gov, 66 percent of adult women are overweight and 32 percent of adolescent girls are overweight. That’s a lot of market share to give up over a pant size. In a 2006 interview with salon.com, Jeffries said his company is “absolutely exclusionary” because he thinks companies that try to target everyone fail.

I’ll give him that much but blowing off such a large number of potential female shoppers is not a smart move. When marketing to women, the message matters just as much as the product you sell. The message Jeffries is sending says “you suck and can’t be a part of our club if your pants size is larger than a 10.” No matter the age, women are emotional shoppers. Make us mad and we’ll tell everyone we know- and even a few we don’t.

It’ll be interesting to see how this one plays out on the national stage, but I’m one female consumer of many who will no longer support the Abercrombie brand.

What's that you say? Mom bloggers want to work with PR professionals? AND there is a study to back it up? Excuse us while we do a little happy dance in our office.

Most of what we do here at FletcherPR involves marketing to women. We understand “her” voice and know what it takes to reach female consumers. In recent years, mom bloggers have emerged as a formidable force in the digital stratosphere, and we've adjusted our strategy to best target this niche.

According to the study, 93 percent of mom bloggers are willing to work with PR people, and they all accept samples. In addition, almost 78 percent want product for review every time to provide honest and transparent coverage. They also like to give it away to their audience, which we’ve found to be highly beneficial. Giveaways often translate into multiple posts, social media interactions and increased engagement with your brand.

If you're thinking that working with mom bloggers is a waste of your time and your product, we encourage you to think again. Whether you specifically target women or not, we live in a digital age and mom bloggers can help generate revenue.

Oh, and one last tip – no one likes to be called “dear blogger,” so personalize those pitches.

FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN with staff in Nashville & Los Angeles, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.