Surfing, in all its grace and simple glory, has gracefully and simply changed my life.

As a swimmer and a lifeguard, I’ve always harbored a deep appreciation for the ocean. I’ve helped people ages four through 70 learn to swim and overcome a fear of the water. I spend my days working with organizations that protect our precious coastline (San Diego Coastkeeper, Orange County Coastkeeper, Los Angeles Waterkeeper, Surfrider Foundation) and I think the world could learn a lot from them – but that’s another blog post.

I value the surfing culture outside of the water; the easy-going, barefoot way of life with less stress and “no bad days.”

At the same time, I’ve learned that surfing still clings to the “locals only” mentality. It’s an insider’s game and the idea that people that don’t already know shouldn’t know. Alas, PR in the surfing industry often gets disregarded because it’s for the masses – not just the locals.

Just for fun, go Google “San Diego surf news”.  You’ll get two pages of surf reports, high-surf warnings and frothy forecasts for the county’s coastline. When you Google “San Diego surf industry news,” you get articles mourning the tragic loss of local surf legends. Or, you get articles from Surfer or STAB Magazine, on a good day.

The surf industry just doesn’t really do PR.

Southern California is home to a mind-blowing amount of amazing, surf-related organizations, small businesses and local brands. This magical place has bred legendary movers, shakers and thinkers in the surf industry who continue to push the sport forward into new, uncharted territory.

It’s not unusual for me to encounter these legends in my own backyard. They tell me with zeal and passion about their new endeavors. I hear about organizations recycling styrofoam, which isn’t traditionally recyclable, into surfboard blanks. I hear about locally owned companies and entrepreneurs hosting surf contests for people who have shaped their own boards – an unprecedented concept. I hear about surf shops and shop owners transforming their space into a one-night only art show with music and beer. I hear about surfers collaborating with their neighbors and friends on projects that better their community.

When I hear this, I get so excited and my brain immediately starts thinking about all the media coverage these things deserve. I can’t help it. I want everyone to know about the awesomeness I’m seeing.

Too often, my beloved surf community is held back from PR because:

• They are too modest
• It’s difficult to understand how PR could benefit them
• They’ve never had PR and don’t think they need it
• They think they don’t have the budget to afford PR

False. (Except the first point. That part rings true.)

I believe that the local surf shops, board shapers, glassers, innovators, organizations and local brands could use PR the most. With a good team, the media coverage goes so far beyond a salesy commercial. It exposes the values and the stories behind each person, business or organization while lifting them up to a platform where more people can learn about the amazing things they’re doing right in our own backyards. It helps that Mixte only works with good companies that make our communities better – and we’re not into the fluffy, salesy PR either.

In this light, they remain true to themselves, their brand and their community while reaching more people. They spread the magic of surfing to other people who can love and appreciate the beauty of it. But, when you boil it down, it does mean sharing. Can we overcome our hyper-localized nature and share what we love with others who may love it too?

Surfing remains a tremendous part of San Diego culture, and it continues to be an important part of my life that I cherish. I cherish these organizations, these entrepreneurs, these go-getter innovators. They’re changing the world, our culture and me- but who knows it?

It’s time for a new wave of PR in the surf industry – and hopefully it won’t be long until our Google searches become more a little more interesting and reflective of all the innovation that’s really going on.