tag:blogger.com,1999:blog-13974134401535798892024-03-12T20:29:25.725-05:00Skogrand PR Solutions BlogVisit our new online home at https://skograndpr.com/blog/Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.comBlogger129125tag:blogger.com,1999:blog-1397413440153579889.post-79815636312223477032014-10-22T23:10:00.001-05:002014-10-22T23:11:17.942-05:00We're moving!<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a><br />
<br />
Skogrand PR Solutions recently launched a new website at <a href="http://skograndpr.com/">http://skograndpr.com/</a>, and future blog posts will be located on that site at <a href="http://skograndpr.com/blog/">http://skograndpr.com/blog/</a>.<br />
<br />
You'll still be able to read past blog posts on this site.<br />
<br />
Thanks for reading!<br />
<b><br /></b>
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-15836513143649984702014-09-21T21:50:00.000-05:002014-09-29T14:05:11.429-05:00Minnesota PRSA's fortuitous sports public relations event<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzpgUvVPqL_KNnAKzrdzyia6mM8iT5cl6XsPw1Dka3ShBYa9SE_LXNPwNyDz3BVNTONNzKapPVRYZp2uVGEDyORchSOkjb-70cYaFefR9t1B1dIy4BOcyz37HJep-gqWRb-gAD4Fw_Ku0/s1600/Brad+Ruiter+Timberwolves.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="minnesota timberwolves" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzpgUvVPqL_KNnAKzrdzyia6mM8iT5cl6XsPw1Dka3ShBYa9SE_LXNPwNyDz3BVNTONNzKapPVRYZp2uVGEDyORchSOkjb-70cYaFefR9t1B1dIy4BOcyz37HJep-gqWRb-gAD4Fw_Ku0/s1600/Brad+Ruiter+Timberwolves.jpg" height="300" title="minnesota timberwolves basketball" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Minnesota Timberwolves and Lynx VP of Communications Brad Ruiter addresses PR professionals.</td></tr>
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In a week when NFL players' alleged misdeeds dominated the headlines, the breakfast event hosted by the <a href="http://www.mnprsa.com/" target="_blank">Minnesota chapter of the Public Relations Society of America</a> on sports public relations and communications was fortuitous indeed.<br />
<br />
The event, held at Target Center (home of the <a href="http://www.nba.com/timberwolves/" target="_blank">Minnesota Timberwolves</a> and <a href="http://www.wnba.com/lynx/" target="_blank">Lynx</a>), featured members of the Minnesota Timberwolves and Lynx communications team. Brian Kimmes, facilities project manager, kicked things off with an overview of the transformation of a nearby building from Block E to Mayo Clinic Square. The building will be unique in that it will have a sports medicine center in the same building as the team's practice area, something that no other NBA team can claim.<br />
<br />
Next up was Brad Ruiter, vice president of communications for the Minnesota Timberwolves and Lynx. After a brief overview of his background and current position, a lively question-and-answer session ensued.<br />
<br />
The first topic? This year's trade of all-star player Kevin Love. "We got extremely lucky that LeBron James wanted to go back to Cleveland," said Ruiter. "The dominoes started to fall into place."<br />
<br />
It didn't take long for the indictment of Minnesota Viking Adrian Peterson to come up. <br />
<br />
"Don't blame the Minnesota Vikings PR team for what is happening with the Adrian Peterson situation. In professional sports, the buck stops with the owner," said Ruiter, referring to the team's loss of sponsors and a press conference in which Vikings General Manager Rick Spielman looked extremely uncomfortable. "The Minnesota Vikings have gotten themselves into a hole and need to get themselves out day by day."<br />
<br />
Ruiter knows the public relations personnel at the Vikings and the other Minnesota professional sports teams. In fact, the Timberwolves collaborated with the Vikings to get the recent stadium bonding bill passed. The Vikings approached the state legislature while the Timberwolves handled the Minneapolis city government lobbying efforts.<br />
<br />
Ruiter compared and contrasted Timberwolves and Lynx fans, saying that Timberwolves fans are very cautious about the team and are taking a "wait-and-see approach." On the other hand, Lynx fans are a small yet very passionate group. "Lynx fans would run through a wall for the team," said Ruiter.<br />
<br />
While NFL Commissioner Roger Goodell has been pummeled in the media for his handling of off-the-field drama, NBA Commissioner Adam Silver has been praised for the way he handled this summer's Donald Sterling/Los Angeles Clippers situation. The difference, according to Ruiter, is that Silver stepped in right away.<b> </b><br />
<br />
In addition to getting an inside look at the public relations operations of an NBA team, attendees also learned something important about sports public relations -- a lot of it involves reactionary situations.<b> </b><br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-70902328866263309572014-09-07T22:20:00.000-05:002014-09-07T22:20:25.914-05:00Understanding the basics of search engine optimization<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
Last week I was a guest on the Twitter talk show #SmallBizChat with <a href="http://succeedasyourownboss.com/" target="_blank">Melinda Emerson</a>, the "SmallBizLady." I answered questions about the basics of search engine optimization.<br />
<b> </b><br />
Here's the transcript.<br />
<br />
<strong>SmallBizLady: Many people have heard of search engine optimization (SEO). How would you define SEO?</strong><br />
<br />
<strong>Brant Skogrand: </strong>According to <a href="http://www.searchenginecollege.com/" target="_blank">Search Engine College</a>,
where I became a Certified Search Engine Marketer, SEO is “the use of
search engines to draw traffic to a website. It’s the technique of
attaining a higher ranking in search engines and directories via
alteration of website code and copy to make it more search engine
compatible.”<br />
<br />
SEO is divided into two categories: organic and paid. The Search Engine College definition mainly refers to organic SEO.<br />
<br />
Paid (or pay-per-click) SEO also is important, because it can provide
instantaneous visibility and be very useful for online marketing
campaigns of a specific timeframe. Examples of pay-per-click SEO
programs include Google AdWords and Bing Ads.<br />
<br />
<strong>SmallBizLady: Why is SEO important?</strong><br />
<br />
<strong>Brant Skogrand: </strong>Think about your own web search
habits. I know that even if I’m really searching for something, I don’t
usually go past the fourth page of Google. I’m the exception, however.
According to HubSpot, 75 percent of users never scroll past the first
page of search results.<br />
<br />
Getting onto the first or second page of search results for keywords
that are relevant to your organization can make a big difference in
visits to your website – and very likely in your business results.<br />
<br />
There are approximately 200 ranking factors that go into Google’s
algorithm, ranging from keywords to social signals to tags and beyond.
Having an understanding of those ranking factors can help your website
rise in the search results. It does take time as well as a fine balance
between optimizing your website and over-optimizing your website, which
the search engines frown upon.<br />
<br />
<strong>SmallBizLady: Why are keywords important to SEO?<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqmEjiPxpP7OoOY82FziGUYPEKMhNC9DhrKDOqWZlfO5vEGhEfDLPmWFn_f6EDkw6tgUPuTXkGm8DlyGDvnPg7MedRuSwcqjFaltG1GT6d8VxkFWf2Iysz_QN8mlOPNzGPCxUWyhQVyjQ/s1600/Understanding-the-Basics-of-Search-Engine-Optimization-300x300.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="seo consulting" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqmEjiPxpP7OoOY82FziGUYPEKMhNC9DhrKDOqWZlfO5vEGhEfDLPmWFn_f6EDkw6tgUPuTXkGm8DlyGDvnPg7MedRuSwcqjFaltG1GT6d8VxkFWf2Iysz_QN8mlOPNzGPCxUWyhQVyjQ/s1600/Understanding-the-Basics-of-Search-Engine-Optimization-300x300.jpg" title="search engine optimization basics" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><em>“Key With Keywords Text” courtesy of Stuart Miles / www.freedigitalphotos.net</em></td></tr>
</tbody></table>
</strong><br />
<br />
<strong>Brant Skogrand: </strong>Keyword research is probably the
most crucial element to SEO. The search engines are looking to connect
users with the most relevant sites. Keywords are more than just single
words; they are the terms that potential site visitors would use in
search engines to find your product or service.<br />
<br />
Hopefully you already know who your target customer is. If not, start
thinking about your target customer to move forward with your keyword
research. Where do they live? What is their age range? What is your
target customer’s gender?<br />
<br />
Start writing down a “seed list” of keywords to choose from. For
instance, a Minneapolis-based florist might start out with phrases that
include the words “flowers,” “florists,” or “gifts.”<br />
<br />
Those are pretty general terms though. Continuing on with the example
of the Minneapolis-based florist, qualifying the terms will help you
get closer to the phrases that visitors might actually use, such as
“send flowers Minneapolis,” “florists Minneapolis,” “wedding bouquets
Minneapolis,” “Valentine’s Day gifts Minneapolis,” etc.<br />
<br />
This final list of keywords is important, because you will want to
use them throughout your website: in the text, in headers, in the title
of your website, and more. Most webpages can only be optimized for a
maximum of two to three keywords or phrases. So, if you have a 10-page
website to optimize, you’ll need approximately 30 keywords of phrases to
target. You probably would want to come up with more words than that,
though. It’s always good to have more keywords to choose from.<br />
<br />
Some of the best resources that I have found to determine the actual
traffic for various keywords include the Keyword Planner tool on the
Google AdWords website, <a href="http://www.semrush.com/" target="_blank">SEMrush</a> and <a href="http://raventools.com/" target="_blank">Raven Tools</a>.<br />
<br />
<strong>SmallBizLady: What role do tags have in SEO?</strong><br />
<br />
<strong>Brant Skogrand: </strong>The title tag in particular is very
important. Search Engine College defines the title tag as “a
descriptive name of a page that is shown by browsers as the page name in
the browser window.”<br />
<br />
After the overall content of a webpage, the title tag is considered the single most important on-page SEO element.<br />
<br />
Search engines prefer when your website has a unique title for each page, and may even ignore pages that have the same titles.<br />
<br />
Search results limit the number of characters that they show for page
titles. The best practice is to keep page titles to a length between 10
and 70 characters.<br />
<br />
Use your keywords in your title tag. Put the most important keywords first, as search engines read from left to right.<br />
<br />
The meta description tag also is important, as search engines often
display this short, helpful summary of your page’s content. Searchers
also use the meta description tag to decide which result to click on. A
general best practice is to keep the meta description tag to a minimum
of 50 characters and a maximum of 156 characters.<br />
<br />
<strong>SmallBizLady: How can photos be optimized for SEO?</strong><br />
<br />
<strong>Brant Skogrand: </strong>Since search engines are visually
impaired, flashy webpages aren’t as useful as ones that have an
appropriate level of text to help the search engines with appropriate
context to understand the content and its quality.<br />
<br />
Best practices recommend at least 250 words of text on each webpage.<br />
<br />
I like to take advantage of any optimization possibility, however,
and each photo has the opportunity for associated text. Both ALT text
and title text for a photo provide search engines with useful
information about the subject matter of an image. The search engines in
turn use this information to determine the best image to return for a
searcher’s query.<br />
<br />
<strong>SmallBizLady: SEO is constantly changing. How can people keep up?</strong><br />
<br />
<strong>Brant Skogrand:</strong> Several websites are very useful
that track search engine updates, including: Search Engine Journal,
Search Engine Watch, Moz and Search Engine Land.<br />
<br />
Matt Cutts, the head of Google’s Webspam team, also has a blog with very useful information.<br />
<br />
Many search engine updates, such as Google’s recent announcement that
websites that automatically encrypt their services will be boosted in
Google’s ranking formula, are covered in the mainstream media.<br />
<br />
<strong>SmallBizLady: What were the effects of the most recent Google updates?</strong><br />
<br />
<strong>Brant Skogrand: </strong>Google changes its search algorithm
around 500 to 600 times each year. Most of the changes are minor, but
sometimes there’s a major algorithmic update – such as Google Panda or
Google Penguin.<br />
<br />
Recent updates include Pigeon (updates to local search algorithms),
Panda 4.0 (part of an update to prevent sites with poor quality content
to get into the top search results), changes to Google Authorship, and
Payday Loan (an anti-spam update).<br />
<br />
<strong>SmallBizLady: How can SEO be measured?</strong><br />
<br />
<strong>Brant Skogrand: </strong>Hopefully it ties to business results.<br />
<br />
While you can look at where your website ranks in the search results,
there are more measures to look at by having Google Analytics installed
on your website, which can track site usage and visitor behavior.<br />
<br />
With Google Analytics, you can set a goal conversion – meaning that
if people visit a certain page, request an appointment, buy an item,
etc., you are meeting specific goals for your website.<br />
<br />
Other measurements in Google Analytics range from bounce rate (the
percentage of visitors who enter the site and “bounce” (leave the site)
rather than continue viewing other pages within the same site) to the
geographic location of site visitors to the most popular content and
more.<br />
<br />
<strong>SmallBizLady: What role does social media and public relations have in relation to SEO?</strong><br />
<br />
<strong>Brant Skogrand: </strong>Earlier this year, Google’s Matt
Cutts said, “But as far as doing special specific work to sort of say
‘you have this many followers on Twitter or this many likes on
Facebook,’ to the best of my knowledge we don’t currently have any
signals like that in our web search ranking algorithms.”<br />
<br />
There’s value in having an active presence on Twitter, Facebook and
other social networks (like Google+), however, because it can be a way
to drive traffic and visitors to your website.<br />
<br />
Having a blog on your website also can be valuable as a way to
demonstrate thought leadership.<br />
<br />
Search engines also reward sites that
frequently refresh content, which generally can be accomplished by
having a blog.<br />
<br />
There’s also value in obtaining media coverage through public
relations outreach. The resulting articles could drive traffic to your
website and increase the popularity of your organization. In addition,
media websites often link to the websites of companies that they cover,
which can be a boost to your organization’s SEO efforts.<br />
<br />
<strong>SmallBizLady: How can entrepreneurs learn more about SEO?</strong><br />
<br />
<strong>Brant Skogrand:</strong> I found the Search Engine College
program very helpful. Their curriculum covers topics ranging from
organic SEO to pay-per-click to copywriting and beyond. It’s on online
program, and tutors grade your assignments.<br />
<br />
Google also offers free online courses through <a href="https://analyticsacademy.withgoogle.com/explorer" target="_blank">Google Analytics Academy</a> to help people improve their Analytics skills. There also are
Google Partners certifications, including the AdWords certification, to
demonstrate proficiency.<br />
<br />
<strong>SmallBizLady: Why did you decide to write the <a href="http://www.amazon.com/dp/1492279005/ref=cm_sw_r_tw_dp_HYmbub0EJRMMX" target="_blank">19 Tips for Successful Public Relations</a> book?</strong><br />
<br />
<strong>Brant Skogrand: </strong>Many organizations struggle with how to successfully integrate public relations into their marketing mix.<br />
<br />
Because of the numerous demands on entrepreneurs’ time and money,
many small business owners neither are able to learn public relations on
their own nor hire an outside public relations firm.<br />
<br />
My goal with the book is to help entrepreneurs learn small business
public relations through straightforward tips and by analysis of
real-life examples – and then be able to apply public relations
strategies and tactics to help achieve their business goals.<br />
<br />
<strong>SmallBizLady: Are there any other tips for SEO that you can give to startups and developing businesses?</strong><br />
<br />
<strong>Brant Skogrand:</strong> As you probably have noticed, there are a lot of factors that go into SEO and it can be tough to keep up with the changes.<br />
<br />
Even though you can do it on your own, the results generally are better when you hire an outside professional.<br />
<br />
Be wary of people who guarantee results. Since we don’t run Google or
Bing, we can’t guarantee that your website will rank at the top of the
search results for specific terms. By using our knowledge and
experience, however, your site should see optimization improvements.<br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-28531000710775584772014-08-16T22:47:00.000-05:002014-08-16T22:47:30.295-05:00What makes a video go viral<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
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<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglloT7Go6aj8SlLd296eJ9Dm3jhb2JNrLWwikBSyyB1sT7cGVem5dx3u3T14ipGm9AUpLQ8192YOWK84F3PPgBaKwzh0v6M4ZNML01QNhMyNtqUh4Je5PAWVhxhTsCOn-Q55iW_hzwFfc/s1600/Zach+Sobiech.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="clouds the song" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglloT7Go6aj8SlLd296eJ9Dm3jhb2JNrLWwikBSyyB1sT7cGVem5dx3u3T14ipGm9AUpLQ8192YOWK84F3PPgBaKwzh0v6M4ZNML01QNhMyNtqUh4Je5PAWVhxhTsCOn-Q55iW_hzwFfc/s1600/Zach+Sobiech.jpg" height="292" title="zach sobiech clouds" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Screen grab from YouTube</td></tr>
</tbody></table>
While there doesn't seem to be a formula to guarantee that a video will go viral, researchers have found some commonalities among hits across the Internet.<br /><br />In a <a href="http://www.nytimes.com/2014/05/20/science/why-that-video-went-viral.html?_r=0" target="_blank">recent article</a> by Natalie Kitroeff of the New York Times, she highlighted the following findings from researchers:<br />
<ul>
<li><b>Emotion is key.</b> The video can cause either a happy or sad response, but is more likely to be passed along the more intense the emotion it causes.</li>
<li><b>Uplifting content is shared more frequently.</b> On the list of stories that are e-mailed most among New York Times readers, depressing content is not shared as often.</li>
<li><b>Ego comes into play.</b> Just like a library with unread books just to look well-read, many people share links and videos just to get more likes, clicks or to evoke laughter or other reactions.</li>
</ul>
It takes more than cats and cute babies to become a viral sensation online.<br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-60684335177347953372014-07-03T14:25:00.000-05:002014-07-03T14:25:46.859-05:00Hello, Springfield!<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
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</b><br />
<b></b><br />
<div class="MsoNormal">
<span style="font-family: inherit;"><span style="font-size: small;"><span style="line-height: 115%;">Approximately
200 public relations practitioners recently converged in Springfield, Mo., for
this year’s </span><a href="http://www.prsamdc.com/"><span style="line-height: 115%;">PRSA Midwest District Conference</span></a><span style="line-height: 115%;">.</span></span></span><br />
</div>
<b><span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><br />
<div class="MsoNormal">
<span style="line-height: 115%;">While storms
in the Chicago area delayed those flying through O’Hare Airport, travelers
persisted and were rewarded with excellent learning and networking
opportunities.</span><br />
</div>
<b>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><div class="MsoNormal">
<span style="line-height: 115%;">The
conference, with a tagline of “Firm Foundations/New Horizons,” featured three
keynotes:</span></div>
<b>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><ul>
<li><b><div class="MsoListParagraphCxSpFirst" style="text-indent: -0.25in;">
<span style="line-height: 115%;"><span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><span style="font-weight: normal;"><span style="line-height: 115%;">Minnesota’s
James Lukaszewski, ABC, APR, Fellow PRSA, spoke on “Gaining Influence: How to
Have a More Important, Powerful, Influential and Fulfilling Career.”</span></span></div>
</b></li>
</ul>
<b>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><ul>
<li><b><div class="MsoListParagraphCxSpMiddle" style="text-indent: -0.25in;">
<span style="line-height: 115%;"> <span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><span style="font-weight: normal;"><span style="line-height: 115%;">Joe
Cohen, APR, the national chair of PRSA, discussed PRSA’s strategic plan, the
evolving <table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqE5O-1e0NnAqPmZfgZBvHh2_8IiUP1mzqQKe3tbDNVmYPf_x5kRCTYTgNSIAw29Ei_Vllys2t0h8bYcPexYREfS7F-gfWt1puvEFrbTpYJR3vptxwv1ZMCHCNbfh5SJv4-ykMjHgPDc0/s1600/Joe+Cohen+at+2014+Midwest+District+Conference.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="PRSA Leadership" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqE5O-1e0NnAqPmZfgZBvHh2_8IiUP1mzqQKe3tbDNVmYPf_x5kRCTYTgNSIAw29Ei_Vllys2t0h8bYcPexYREfS7F-gfWt1puvEFrbTpYJR3vptxwv1ZMCHCNbfh5SJv4-ykMjHgPDc0/s1600/Joe+Cohen+at+2014+Midwest+District+Conference.jpg" height="240" title="PRSA" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">PRSA National Chair Joe Cohen, APR, addresses QuickStart attendees.</td></tr>
</tbody></table>
role of public relations professionals, and the “seven deadly sins of
PR.”</span></span></div>
</b></li>
</ul>
<b>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><ul>
<li><b><div class="MsoListParagraphCxSpLast" style="text-indent: -0.25in;">
<span style="line-height: 115%;"> <span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><span style="font-weight: normal;"><span style="line-height: 115%;">Missy
Maher of Edelman shared her insights on marketing to the modern family.</span></span></div>
</b></li>
</ul>
<b>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><div class="MsoNormal">
<span style="line-height: 115%;">More than 25
breakout sessions provided plenty of choices for attendees. Topics ranged from
content marketing to social media measurement to chocolate addiction and
beyond.</span></div>
<b>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span><div class="MsoNormal">
<br />
<span style="font-weight: normal;"><span style="line-height: 115%;">Approximately
20 PRSA members either already involved or interested in PRSA leadership
participated in the conference’s QuickStart session. They learned how to focus
their leadership qualities for chapter success from Regina Waters, Ph.D., of
Drury University, discussed best practices from around the Midwest District,
and heard from Cohen on the role of PRSA National.</span></span><br />
<br />
</div>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><b><div class="MsoNormal">
<span style="font-weight: normal;"><span style="line-height: 115%;">While a
printed program provided an overview of the conference, attendees also were
able to download the </span><a href="https://guidebook.com/"><span style="line-height: 115%;">Guidebook</span></a><span style="line-height: 115%;"> app to create a personalized
schedule and be updated about schedule changes on the fly.</span></span><br />
<br />
</div>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><b><div class="MsoNormal">
<span style="font-weight: normal;"><span style="line-height: 115%;">The app
proved its use when two sessions were scratched due to the cancellation of the
speaker’s flight from Chicago.</span></span><br />
<br />
</div>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><b><div class="MsoNormal">
<span style="font-weight: normal;"><span style="line-height: 115%;">In addition
to networking opportunities throughout the day, attendees hit downtown
Springfield for dinner at a restaurant of their choice and ended the evening with
a gathering at Springfield Brewing Company.</span></span><br />
<br />
</div>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><b><div class="MsoNormal">
<span style="font-weight: normal;"><span style="line-height: 115%;">The annual
Midwest District Platinum Award, the district’s highest individual honor, was
given to Debbie Harvey, APR. She was president of the Chicago chapter in 2012
and championed and led development of the 2012 Midwest District Conference in
Chicago. Harvey works for the American Medical Association as the vice
president of change strategies.</span></span><br />
<br />
</div>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><b><div class="MsoNormal">
<span style="font-weight: normal;"><span style="line-height: 115%;">Thanks to
the Southwest Missouri PRSA chapter for providing an excellent professional
development opportunity!</span></span><br />
<br />
</div>
<span style="font-family: inherit;"><span style="font-size: small;">
</span></span></b><span style="font-family: inherit;"><span style="font-size: small;"><span style="line-height: 115%;">To see tweets from the conference, search
Twitter using the hashtag #prsamdc.</span></span></span><b> </b><br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-78566189130190769862014-06-08T21:53:00.000-05:002014-06-08T21:53:01.745-05:00The art of the apology<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
Authentically saying "I'm sorry" can be a very challenging action to take.<br />
<b> </b><br />
<br />
Last week, however, Jonah Hill delivered an excellent apology on "The Tonight Show." While Hill was on the show to plug his new "22 Jump Street" movie, he insisted on clearing the air first regarding the circumstances in which he was caught on video using a gay slur directed at a paparazzo.<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/PMz80FKusUA" width="560"></iframe><br />
<br />
Hugh Grant also delivered a skillful apology on "The Tonight Show" in 1995 for his dalliance with a prostitute. Grant effectively summed it up by saying, "I did a bad thing, and there you have it."<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/vrJ2jc6qfzA" width="420"></iframe><br />
<b> </b><br />
Finally, David Letterman was deft in his apologies related to having sexual liaisons with female staff members.<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/BlBzi3GWWRg" width="560"></iframe><br />
<br />
How come these three apologies worked? They were sincere. They were timely. Above all, they essentially said, "I screwed up and I'm sorry."<b> </b><br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-80407549267081862822014-06-01T16:05:00.000-05:002014-06-01T16:05:13.541-05:00Removing links from Google<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiugmgAReVxxVmBkA7DrfIB4zJSPscvaz2FLthgqIi02DOBQ_nzagz_vnwjpIbMXzaSIbA2CE8rChWyFcJCm6zRpEKRg41YMh0jifs8600yP-VK-3BvXYE-pKy3xCdDrxXK37XNc-Nw0yk/s1600/Google+Logo.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="removing links from google" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiugmgAReVxxVmBkA7DrfIB4zJSPscvaz2FLthgqIi02DOBQ_nzagz_vnwjpIbMXzaSIbA2CE8rChWyFcJCm6zRpEKRg41YMh0jifs8600yP-VK-3BvXYE-pKy3xCdDrxXK37XNc-Nw0yk/s1600/Google+Logo.jpg" height="133" title="google logo" width="320" /></a></div>
What goes on the Internet stays on the Internet, right? Yes -- except for in the European Union now.* Thanks to a recent ruling by the Court of Justice of the European Union, Google and other search engines now also are in the business of being caretakers of people's reputations.<br />
<b> </b><br />
Here's how it works with Google:<br />
<ul>
<li>Europeans can visit <a href="https://support.google.com/legal/contact/lr_eudpa?product=websearch&hl=en" target="_blank">this page</a> to complete a form requesting that search results be de-indexed from Google's listings.</li>
<li>The results must be “<em>inadequate, irrelevant or no longer relevant, or excessive in relation to the purposes for which they were processed.</em>”</li>
<li>Google will "assess each individual request and attempt to balance the
privacy rights of the individual with the public’s right to know and
distribute information. When evaluating the request, Google will look at
whether the results include outdated information about you, as well as
whether there’s a public interest in the information—for example,
information about financial scams, professional malpractice, criminal
convictions, or public conduct of government officials."</li>
<li>A copy of a valid form of photo identification is needed to complete the form, in order to "prevent fraudulent removal requests from people impersonating others,
trying to harm competitors, or improperly seeking to suppress legal
information."</li>
<li>Lawyers or other authorized agents may submit a request for someone they represent. </li>
</ul>
Google processes an estimate 90 percent of the searches in the European Union, a 28-nation bloc of more than 500 million people.<br />
<br />
*In a <a href="http://www.usatoday.com/story/tech/2014/05/30/google-eu-right-to-be-forgotten-privacy/9763051/" target="_blank">USA Today</a> article, Eric Schiffer of Reputation Management Consultants in Irvine, Calif., said, "There's nothing that you do on the Internet that can truly be erased.
Even this Google ruling—it's the equivalent of destroying a library
index card, but the book still exists."<br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-51307223580021335642014-05-15T15:55:00.000-05:002014-05-15T15:55:54.165-05:00How to write a tip sheet<i>Guest post by Sandra Beckwith</i><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
A tip sheet is a news release that offers advice or tips in
a bulleted or numbered format. It’s one of the hardest working
and most useful tactics available for generating publicity. Use a tip
sheet to generate short column notes in a newspaper or magazine or to
interest a reporter, editor or producer in a feature article or talk
show interview on the tip sheet topic.<br />
<br />
Here’s how to create an effective tip sheet:<br />
<ol>
<li>Use a press release
format. The biggest difference between a tip sheet and a traditional
press release is that the body of the tip sheet will include your
tips or advice in a numbered or bulleted format. <br />
</li>
<li>Start with
a headline that mimics those on magazine covers – “5
ways to lose weight before June” or “Top 7 mistakes shoppers
make.” Here’s an example from a tip sheet promoting a women’s
health and nutrition book to newspaper living sections: <br />
<b>Expert offers 10 nutrition tips for New Year’s resolutions</b><br />
</li>
<li>Write
your first paragraph so it explains why the tips are necessary. The
first paragraph and introductory text for the nutrition tip sheet was:<br />
<br />
<i>As any
health club owner knows, “taking better care of myself” tops
New Year’s resolution lists each year. Yet, many people – particularly
women – don’t know exactly what it means to take better
care of themselves. <br />
</i></li>
<li>Present a quotation in the second paragraph. This should
provide more detail about why the tip sheet is necessary and establish
the subject’s
credentials. Here’s the second paragraph in the New Year’s
resolution tip sheet: <br />
<br />
<i>“Traditionally, women have been caretakers of others in their
lives – friends,
family, neighbors, coworkers,” explains Susan Calvert Finn, PhD,
RD, FADA, the architect of the American Dietetic Association’s
Nutrition & Healthy
Campaign for Women. “More and more busy women are realizing,
however, that before they can adequately care for others, they must
first care for themselves. It is clear that they must take charge of
their own health. Nobody is going to do it for them.”<br />
</i></li>
<li>Set
up your tips with a sentence – “Here are Smith’s
tips for saving money at the supermarket” – or a short
paragraph, as we have here: <br />
<br />
<i>Dr. Finn’s new book, </i>The American Dietetic Association
Guide to Women’s
Nutrition for Healthy Living<i>, provides women of all ages with nutrition
information they can use immediately to eat right, maintain their health
and prevent disease. Here are her top 10 suggestions from the book
for women who need a healthier lifestyle this year:</i><br />
</li>
<li>Then list your tips with bullets or numbers. When tips are listed
this way, rather than in traditional paragraphs, editors can quickly
scan them to see if they would be useful to readers – or not.
Make sure you write your tips in an active voice with strong verbs.
And make sure they provide advice, not reasons to do something or product
features. Here are a few of the tips in Finn’s release so you
can get a sense of how this works: <br />
<br />
<span style="color: blue;">•</span> Make an appointment with a registered dietitian (RD) for a nutritional
checkup. Call the American Dietetic Association at 800-366-1655 to
locate an RD near you.<br />
<br />
<span style="color: blue;">•</span> Switch your thinking from “ideal” weight
to “healthy” weight.
Remember, you are unique. Your healthy weight may differ from your
neighbor’s – even
if she is your height and age – because of other variables such
as genetics, fitness level and overall health.<br />
<br />
<span style="color: blue;">•</span> Look for “aerobic
opportunities” every day. Park farther
out in the lot at the mall. Take a brief walk at lunch or dinner. Think
of the stairs as your friend.<br />
</li>
<li>Finally, add the concluding boilerplate
paragraph that you put on most press releases. Here’s the paragraph for
the nutrition book:<br />
<br />
The American Dietetic Association Guide to Women’s Nutrition
for Healthy Living, <i>published by Perigee Books, is available
in bookstores nationwide for $14. Book proceeds benefit nutrition
research by the ADA, a national organization of 70,000 nutrition
professionals, 98 percent of whom are women.</i><br />
<br />
Look for ways to include tip sheets in your publicity plan; you’ll soon
see how easily they generate results.</li>
</ol>
<hr size="1" />
<i>Sandra Beckwith, the author
of </i>Streetwise Complete Publicity Plans: How to Create Publicity That
Will Spark Media Exposure and Excitement<i>, teaches the online “Book Buzz” class
for </i>Freelance Success<i>. Learn more at <a href="http://www.sandrabeckwith.com/">www.sandrabeckwith.com</a>.</i>
Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-39972812692162803822014-05-05T09:00:00.000-05:002014-05-05T09:00:01.091-05:00Public relations case study: Nestle infant formula<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
Infant formula is one of the products that helped create food conglomerate Nestlé when, in 1867, Swiss pharmacist Henri Nestlé mixed together a liquid food from cow's milk, wheat flour, and sugar for a neighbor's baby who wouldn't nurse.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLp8klx-gZM_Uhh64HrbL_sikOw0qBr95xs3sn4pQph1WAothCjU0hbQyuSdLOrZZvSknEHYpWVitPGWkmmxoZY6yL4qqWTGQbxCRKFt1bl46Hirdu4eWhIGqrscehOQR64dB31Du395g/s1600/Nestle+Infant+Formula.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="nestle baby formula controversy" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLp8klx-gZM_Uhh64HrbL_sikOw0qBr95xs3sn4pQph1WAothCjU0hbQyuSdLOrZZvSknEHYpWVitPGWkmmxoZY6yL4qqWTGQbxCRKFt1bl46Hirdu4eWhIGqrscehOQR64dB31Du395g/s1600/Nestle+Infant+Formula.jpg" height="320" title="nestle baby formula scandal" width="219" /></a></div>
Infant formula also is the reason for a boycott against the company, launched in Minneapolis<b> </b>in 1977.<br />
<b> </b><br />
<br />
The roots of the boycott started in 1974, when the British organization War on Want published a booklet called "The Baby Killer." The booklet was widely distributed and translated into several languages. As a result, many church-related groups joined against Nestlé.<br />
<br />
Nestlé responded by suing the publisher of the German-language translation, Third World Action Group, for libel. While Nestlé won the two-year trial, the defendants were fined only $400 and the judge told Nestlé that it "must modify its publicity methods fundamentally."<br />
<br />
The topic of analyzing the marketing of breast milk substitutes in developing countries continued to gain traction with a U.S. Senate public hearing as well as WHO and UNICEF hosting an international meeting.<br />
<br />
In 1981, The New York Times <a href="http://www.nytimes.com/1981/12/06/magazine/the-controversy-over-infant-formula.html?pagewanted=all" target="_blank">published a lengthy article</a> on infant formula use in developing countries.<br />
<br />
Problems when mothers of infants in developing countries switch to formula include: disease because of contaminated water; lack of means to sterilize water; and diluting formula to make it last longer.<br />
<br />
Around the same time as the 1981 article, research demonstrated that breastfeeding is healthier for babies.<br />
<br />
Nestlé met with boycott coordinators in 1984, and the boycott was suspended when the company agreed to adhere to the World Health Assembly's International Code of Marketing of Breast-milk Substitutes. However, the boycott resumed in 1989 when the <a href="http://www.ibfan.org/" target="_blank">International Baby Food Action Network</a> alleged that formula companies were providing free and low-cost supplies to hospitals in developing countries.<br />
<br />
Even though Nestlé issued guidelines for mothers on how and when to give babies formula as well as revamping its marketing materials, the boycott still exists today and even has expanded. <br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-24622402842456439692014-04-28T21:27:00.001-05:002014-04-28T21:27:56.893-05:00How to do keyword research<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzLq_gey1c-pK6RXSNQu0GQFl5MzgAE-pbgYp1lVGg-sBVe1eRUbT9BDFFVdp0HWCyxYt_z9fyayBEWPNc5cowP-RktNgeQhnN85rTPo8a61_mbaYoTAXI5uJdm0_QUi1YMLgZ_vk3BX0/s1600/keyword-research.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="keyword research" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzLq_gey1c-pK6RXSNQu0GQFl5MzgAE-pbgYp1lVGg-sBVe1eRUbT9BDFFVdp0HWCyxYt_z9fyayBEWPNc5cowP-RktNgeQhnN85rTPo8a61_mbaYoTAXI5uJdm0_QUi1YMLgZ_vk3BX0/s1600/keyword-research.jpg" title="How to do keyword research" /></a></div>
Keyword research is considered the most crucial element to search engine marketing.<br />
Utilizing the appropriate keywords and phrases to connect with your target audience can greatly impact your search engine rankings.<br />
<br />
According to <a href="http://www.searchenginecollege.com/" target="_blank">Search Engine College</a>, "Keyword research is simply the process you use to come up with appropriate keywords and phrases that you wish to target in search engines. In other words, the keywords or phrases that you believe your potential site visitors would type in to search engines to find products and services similar to yours."<br />
<br />
Here are the steps for keyword research as recommended by Search Engine College.<br />
<br />
<br />
<b>Before You Start</b><br />
<br />
Think about your search engine campaign requirements. Are you looking to connect with a certain demographic market? If so, where do they live? Are you trying to reach men or women? How old are the people in your target market?<br />
<br />
As an example, Search Engine College uses a fictional florist located in Miami, Florida. Possible target markets include:<br />
<ul>
<li>women in their early to late 20s</li>
<li>people living in Miami and surrounding suburbs</li>
<li>brides-to-be living in Miami and surrounding suburbs</li>
<li>dating males</li>
<li>couples (especially around Valentine's Day)</li>
</ul>
The next step is to create a "seed list" of keywords. As you yourself probably use a search engine every day, put yourself in your target audience's shoes and think about what you would type into a search engine to find the relevant goods and services.<br />
<br />
<br />
<b>Gather Your Seed List</b><br />
<br />
As you think of appropriate search terms, write them down. Search Engine College suggests the following search terms for the florist example:<br />
<ul>
<li>flowers</li>
<li>roses</li>
<li>bouquets</li>
<li>Valentine's Day</li>
<li>wedding flowers</li>
<li>florists</li>
<li>gifts</li>
</ul>
Since those seed terms are very generic, they need to be qualified.<br />
<br />
<br />
<b>Qualify Your Terms</b><br />
<br />
Refining the search terms can help you connect better with your target market. For instance, the Miami florist probably wouldn't want to connect with people interested in growing roses or with people who live in a different state.<br />
<br />
So, Search Engine College recommends adding the following terms to the original list:<br />
<ul>
<li>[send] flowers [Florida]</li>
<li>[send] roses [Miami]</li>
<li>[wedding] bouquets [Miami]</li>
<li>Valentine's Day [gifts Florida]</li>
<li>[Florida] wedding flowers</li>
<li>florists [Miami]</li>
<li>[send] gifts [Miami]</li>
</ul>
That really narrows down the searches. After all, the goal is to connect with your target audience. You have something to offer them. By connecting with the target audience, hopefully they won't click away from your website.<br />
<br />
One thing to note -- it's important to make reference to your target search terms in your website's body copy as well.<br />
<br />
To expand upon your keyword list, ask people that you know what terms they would use to find your website. Visit your competitors' websites too -- you'll get some additional ideas there.<br />
<br />
<br />
<b>Keyword Research Tools</b><br />
<br />
Each web page can be optimized for two to three keywords at the most. For a 10-page website, you would need approximately 30 target keywords. For good measure, your keyword seed list (in this instance) should have at least 60 phrases to choose from.<br />
<b> </b><br />
I like to use <a href="http://raventools.com/" target="_blank">Raven Tools</a> when conducting keyword research, as it provides a collection of tools. <a href="http://www.adwords.google.com/" target="_blank">Google AdWords</a> also offers its Keyword Planner tool.<br />
<b><br /></b>
These tools can provide you with information on how much competition there is for the keywords. You want to choose keywords that have enough traffic, but also aren't too competitive so your site has a fighting chance.<br />
<br />
<br />
<b>Refine</b><br />
<br />
Remember your target audience for your website. It's no use to target very generic keywords. By targeting the keywords that tie most closely to your website, visitors will be pleased with what they find -- and hopefully convert to paying customers.<br />
<br />
<br />
<b>Allocate Your Keywords</b><br />
<br />
The final step is to take your final list of words and decide which pages on your website they should be assigned to. By looking at the body text, hopefully this should be straightforward.<b> </b><br />
<br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-33414538491786544172014-04-14T15:42:00.000-05:002014-04-14T15:42:04.029-05:00Importance of content marketing<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
"Content marketing is to 2014 what social media marketing was to 2007." As the opening sentence in Cision's eBook, "<a href="http://us.cision.com/content-marketing-ebook/" target="_blank">Power Your Story: Content Marketing Essentials for PR</a>," it provides insight into how integral content marketing is becoming in communications.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtIldaNzeOfijWGLuzr6V6xTYcFS7Zw6MmIqbQDeVSIinF1pSz83TIdW2UCxaAmX3WcCHFiNZwnuurbu0LM_OU32QOQROaiBA1Zl_md2Pzv-VGjGp3oVV1oCsby59vkE5WZxDrud3r6jg/s1600/content-marketing.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="importance of content marketing" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtIldaNzeOfijWGLuzr6V6xTYcFS7Zw6MmIqbQDeVSIinF1pSz83TIdW2UCxaAmX3WcCHFiNZwnuurbu0LM_OU32QOQROaiBA1Zl_md2Pzv-VGjGp3oVV1oCsby59vkE5WZxDrud3r6jg/s1600/content-marketing.png" height="269" title="content marketing" width="320" /></a></div>
So what is content marketing, anyway? According to Cision, content marketing is "the process of developing and sharing relevant, valuable and engaging content to a target audience with the goal of acquiring new customers or increasing business from existing customers."<br />
<br />
While marketing professionals have essentially done content marketing for decades, it has changed with the advent of social media and other online tools.<br />
<br />
Here's a summary of the highlights from the Cision eBook (which I would recommend <a href="http://us.cision.com/content-marketing-ebook/" target="_blank">downloading</a>, by the way).<br />
<br />
Having a plan with measurable goals is the core of the Cision eBook as well as the best way to start. According to Cision, the five essential elements to a content marketing plan are: creation, curation, optimization, amplification and analysis.<br />
<ol>
<li><b>Creation</b> -- It's not easy to create compelling content on a regular basis. Having a strategy is crucial, and knowing your audience is key to a successful strategy. Examples of tools to get to know your audience can range from Google Analytics and Facebook Insights to forms that customers and prospects are required to complete when accessing information such as white papers. Content creation goes beyond the press release; it includes much more, such as email newsletters, videos, social media posts, etc.</li>
<li><b>Curation</b> -- Content marketing is more than creation. Curating content also can provide value, because you are saving people time by sharing quality content. Think about the blogs that you read and the people whom you follow on social media. Share their thought leadership with your audience.</li>
<li><b>Optimization</b> -- Even if you have created outstanding content, it can only be effective when it's read by your target audience. This is where search engine optimization (SEO) comes into play. The Cision eBook provides a brief overview of the factors that impact SEO. You can also read my <a href="http://skograndpr.blogspot.com/search/label/SEO" target="_blank">SEO-related posts</a> on this blog.</li>
<li><b>Amplification</b> -- In addition to sharing useful content, social media provides the opportunity for two-way conversation. Be open to others' points of view. Engage with your audience by responding to their comments or having online chats. Be helpful. Identifying and engaging online influencers also can amplify your content. The Cision eBook provides some excellent examples of how to do paid amplification as well as its benefits and examples.</li>
<li><b>Analysis</b> -- Cision recommends using SMART (specific, measurable, achievable, relevant and time-bound) goals to measure your content marketing success. Look at some of the objectives of your content marketing, e.g., gaining new members, driving profitable business actions, etc., to determine appropriate goals.</li>
</ol>
Content marketing is more than just a buzzword; it's an integral part of connecting with target audiences. <br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-48802137796621902362014-04-07T11:09:00.000-05:002014-04-07T11:09:01.361-05:00Webinars for IT buyers<div class='visually_embed'><img class='visually_embed_infographic' src='http://thumbnails.visually.netdna-cdn.com/tech-content-marketing-infographic-series-webinars_5339c11a0c689_w540.jpg' alt='Tech Content Marketing Infographic Series: Webinars' /><div class='visually_embed_cycle'>Explore more <a href='http://visual.ly'>visuals</a> like this one on the web's largest information design community - <a href='http://visual.ly'>Visually</a>.</div><script type='text/javascript' src='http://a.visual.ly/api/embed/117636?width=540' class='visually_embed_script' id='visually_embed_script_117636'></script></div>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-61661943183443203442014-03-30T22:12:00.001-05:002014-03-30T22:12:50.478-05:00Effective crisis communication<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
A crisis, or a "people-stopping, showstopping event that creates victims" according to crisis communications expert <a href="http://www.e911.com/" target="_blank">Jim Lukaszewski, ABC, APR, Fellow PRSA</a>, can create major havoc for an organization. One aspect particularly known to cause hand-wringing for CEOs is the negative media coverage that usually accompanies a crisis.<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPozwJkIUtNRv9N9NParcXfxmC_PC0277naahi8XkEwSY8QjD0qaMGM7gvZioC9zURxK9UnX_1TMPv6xl1jo1RicQUJhOnP3G8UDC1x4EMu7qibFeSjKbBmZeslGSwjL8cD8VFkHHxahI/s1600/Jim+Lukaszewski.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="effective crisis communication" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPozwJkIUtNRv9N9NParcXfxmC_PC0277naahi8XkEwSY8QjD0qaMGM7gvZioC9zURxK9UnX_1TMPv6xl1jo1RicQUJhOnP3G8UDC1x4EMu7qibFeSjKbBmZeslGSwjL8cD8VFkHHxahI/s1600/Jim+Lukaszewski.jpg" title="crisis communications" /></a></div>
<br />
<b> </b>Lukaszewski, however, never worries about the media in a crisis; he instead focuses on the organization's behavior as the perpetrator.<br />
<br />
At a recent session that I attended led by Lukaszewski, he outlined his five-step process for effective crisis communication.<br />
<ol>
<li><b>Stop the production of victims.</b> Deal with the underlying problem first and address key issues.</li>
<li><b>Manage the victim dimension.</b> Victims can be people, animals or living systems. Anticipate the dynamics of the victims of the crisis.</li>
<li><b>Communicate with those people who need to know now.</b> As everyone affected becomes a communicator, it's important to inform and educate them -- particularly employees.</li>
<li><b>Inform the indirectly affected.</b> This includes people who now have a problem because the organization has a problem, such as interest groups or allies.</li>
<li><b>Deal with the self-anointed and self-appointed. </b>In today's media environment, everyone can be a reporter -- from a blogger to a journalist to someone with a Facebook account.</li>
</ol>
Lukaszewski added two core crisis communications best practices that all of us learned in kindergarten -- tell the truth and apologize.<br />
<br />
"If you take the path of truth, you get to sleep at night," said Lukaszewski. He also said that numerous times he has noticed that the negative aspects of a crisis often stop happening when the organization authentically apologizes.<br />
<br />
Above all, remember what matters in a crisis -- the victims. <br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-36094386354310968962014-03-26T14:24:00.000-05:002014-03-26T14:24:57.702-05:00Mastering tech content marketing<div class='visually_embed'><img class='visually_embed_infographic' src='http://thumbnails.visually.netdna-cdn.com/mastering-tech-content-marketing_53209ef2e100c_w540.jpg' alt='Mastering Tech Content Marketing' /><div class='visually_embed_cycle'>Explore more <a href='http://visual.ly'>infographics</a> like this one on the web's largest information design community - <a href='http://visual.ly'>Visually</a>.</div><script type='text/javascript' src='http://a.visual.ly/api/embed/113774?width=540' class='visually_embed_script' id='visually_embed_script_113774'></script></div>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-87648074740156263512014-03-16T21:38:00.000-05:002014-03-16T21:38:40.380-05:00What makes something newsworthy<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
In my work with clients, I always try to find the newsworthy aspects of the information that they want to announce.<br />
<b> </b><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj80E0cHw46soRs4F0VfyNmT_bSIloQ5UbWypk4wxCeWe6cHv3GDkDQmDfhPToE1dMWlnUVxkXoxTqbHvs6jIcbN5Q5351zhXNXMWe1eRlWvm95bUFlyFuBSicSHlS8wZnORrUMmH62FV0/s1600/News.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="what makes a story newsworthy" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj80E0cHw46soRs4F0VfyNmT_bSIloQ5UbWypk4wxCeWe6cHv3GDkDQmDfhPToE1dMWlnUVxkXoxTqbHvs6jIcbN5Q5351zhXNXMWe1eRlWvm95bUFlyFuBSicSHlS8wZnORrUMmH62FV0/s1600/News.jpg" height="212" title="what makes something newsworthy" width="320" /></a></div>
To assist them in understanding what makes something newsworthy, it helps to take the viewpoint of a news reporter or editor.<br />
<br />
I found the following news values list from the <a href="http://vegeta.hum.utah.edu/communication/classes/news.html" target="_blank">University of Utah</a> very useful:<br />
<ol>
<li><i>Impact</i>: The significance, importance, or consequence of an event
or trend; the greater the consequence, and the larger the number of
people for whom an event is important the greater the newsworthiness.</li>
<li><i>Timeliness</i>: The more recent, the more newsworthy. In some
cases, timeliness is relative. An event may have occurred in the past
but only have been learned about recently.</li>
<li><i>Prominence</i>: Occurrences featuring well-known individuals or
institutions are newsworthy. Well-knownness may spring either from the
power the person or institution possesses – the president, the speaker of
the House of Representatives – or from celebrity – the late Princess
Diana or fashion designer Gianni Versace.</li>
<li><i>Proximity</i>: Closeness of the occurrence to the audience may be
gauged either geographically – close by events, all other things being
equal, are more important than distant ones – or in terms of the assumed
values, interest and expectations of the news audience.</li>
<li><i>The Bizarre</i>: The unusual, unorthodox, or unexpected attracts
attention. Boxer Mike Tyson’s disqualification for biting off a piece
of Evander Holyfield’s ear moves the story from the sports pages and the
end of a newscast to the front pages and the top of the newscast.</li>
<li><i>Conflict</i>: Controversy and open clashes are newsworthy, inviting
attention on their own, almost regardless of what the conflict is over.
Conflict reveals underlying causes of disagreement between individuals
and institutions in a society.</li>
<li><i>Currency</i>: Occasionally something becomes an idea whose time has
come. The matter assumes a life of its own, and for a time assumes
momentum in news reportage.</li>
<li><i>Human Interest</i>: Those stories that have more of an entertainment
factor versus any of the above -- not that some of the other news values
cannot have an entertainment value.</li>
</ol>
Consider these news values the next time you're trying to determine the appropriate pitch to a reporter. <br /><br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-38761281038337431972014-03-10T13:43:00.000-05:002014-03-10T13:43:02.564-05:00Business Wire releases 'A Guide to Press Release Optimization'<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
Major changes in search algorithms in the past couple of years have kept search engine optimizers and public relations professionals on their toes.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWdA3h_7I6eyow5h8F03hggblxfBO3DXJdLrGYvZok6SOjXYZR4vfU-q98KlaYGaVxjuX6kTI0K0u7yC1YoNM2TTm33HJakkTNwcz5cy_uRY2hc0A2BID7g6TIKDd7wOTLeLfULAGPgIk/s1600/bwPR108SEOwhitepaper_cover.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="press release distribution" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWdA3h_7I6eyow5h8F03hggblxfBO3DXJdLrGYvZok6SOjXYZR4vfU-q98KlaYGaVxjuX6kTI0K0u7yC1YoNM2TTm33HJakkTNwcz5cy_uRY2hc0A2BID7g6TIKDd7wOTLeLfULAGPgIk/s1600/bwPR108SEOwhitepaper_cover.jpg" height="320" title="press release optimization" width="247" /></a></div>
Press releases, a key tactic in a public relations professional's toolkit, can have an impact on SEO if done correctly. To advise the public relations, investor relations and communications industries, <a href="http://www.businesswire.com/" target="_blank">Business Wire</a> recently issued a guidance report titled "A Guide for Press Release Optimization."<br />
<br />
“In recent years we have seen many press releases more focused on
SEO keywords and strategically placed links — at the expense of quality
content. Our new research report provides a welcome path for PR
practitioners to return their focus on quality writing. Well-written
press releases with engaging multimedia content continue to be among the
most powerful and cost-effective communications tools available. We are
thrilled to see that quality writing and quality content are at the top
of PR best practices for SEO in 2014,” said Tom Becktold, senior vice
president of marketing for Business Wire. <br />
<br />
The report offers the following 10 tips:<br />
<ol>
<li>Research and learn "real time" user behavior</li>
<li>Make friends with the algorithms</li>
<li>Make format improvements</li>
<li>Use natural links</li>
<li>Press release keywords</li>
<li>Focus on quality content</li>
<li>Always include multimedia</li>
<li>Use social media strategically</li>
<li>Use responsive design for mobile</li>
<li>Choose the proper distribution method</li>
</ol>
I highly recommend downloading the free guide. Visit visit <a href="http://go.businesswire.com/guide-to-press-release-optimization">http://go.businesswire.com/guide-to-press-release-optimization</a> today. <br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-76206451104970488362014-03-05T22:41:00.000-06:002014-03-06T09:33:02.791-06:00Event planning insights from Minnesota community festivals<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgUrsyVUglmhDxTLiGnj3_XioiB37IPVe6JMN7I52ToKJReyuCclBPM58sa1dAvhUi4toKb_A08NnA6H1I0HEWv-g0MEcV-udEgaWccwg4B7GMn1_8EYD5Bqgzg0kKprgUvVXrUEnjsbLk/s1600/Minnesota+Community+Festivals.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="event planning" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgUrsyVUglmhDxTLiGnj3_XioiB37IPVe6JMN7I52ToKJReyuCclBPM58sa1dAvhUi4toKb_A08NnA6H1I0HEWv-g0MEcV-udEgaWccwg4B7GMn1_8EYD5Bqgzg0kKprgUvVXrUEnjsbLk/s1600/Minnesota+Community+Festivals.jpg" height="240" title="event planning training" width="320" /></a>With a vibrant community festival scene including the Minnesota Renaissance Festival, the Basilica Block Party and more, Minnesotans love to get together.<br />
<br />
Attendees at a recent Minnesota PRSA panel had the opportunity to hear from some local event planning organizers, including:<br />
<ul>
<li>Roseanne Bump, executive director of the St. Paul Winter Carnival and Cinco de Mayo;</li>
<li>Sue Evens, executive director of the Grand Avenue Business Association and Grand Old Day;</li>
<li>Meghan Gustafson of the Basilica Block Party; and</li>
<li>Deb Schaber of the Minnesota Renaissance Festival.</li>
</ul>
While each event draws slightly different audiences, the organizers commented on topics that they do share in common: promotion, social media and sponsorships.<br />
<br />
To get the word out about events that draw tens of thousands of people, promotion is key. Public relations is a vital component, but so is advertising and media sponsorships. For the St. Paul Winter Carnival, the St. Paul Pioneer Press is a very important partner due to its ongoing coverage and sponsorship of the St. Paul Pioneer Press Treasure Hunt.<br />
<br />
In terms of social media, each event organizer has the approach of going relatively "dark" in the off season. The exception is the Minnesota Renaissance Festival, whose loyal fans are eager to engage in social media all year long. Panelists shared that, while Facebook is their favorite platform, Twitter often has high engagement during the events themselves.<br />
<br />
When asked by moderator Beth Pinkney of the 2015 Senior Games about how to handle issues that arise in social media, Sue Evens of Grand Old Day offered her take. "If I hear from more than one person that something is an issue, then it's important and I address it," Evens said.<br />
<br />
Schaber said that sponsorships have declined in the eight years that she has worked at the Minnesota Renaissance Festival. Panelists noted that sponsors look for evidence of sales in considering whether to renew sponsorships or not. Perhaps they would want to look at the impressions they get from being in front of tens of thousands of Minnesotans having a good time together as well.<br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-27557163248603983862014-02-24T21:43:00.000-06:002014-02-24T21:43:31.052-06:00Why attend the PRSA Midwest District Conference<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
Given that the polar vortex has made this winter one for the record books, it comes as no surprise that Midwesterners already are booking their summers with fun vacations.<br />
<b> </b><br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1lkrmU5GmyuMz3Jl0r2nIvDqnLBuT54tY7LrZkj7S_0DPhgr1orHAYXOA4VQiZUacYETtBq0nO9ftgjjVZltO95kYHPR6l9QKbkw-xOFS032-xKh8YDA_aLQDMBcXOU5l1TOnPDMLWo4/s1600/Springfield+MO.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="things to do in springfield mo" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1lkrmU5GmyuMz3Jl0r2nIvDqnLBuT54tY7LrZkj7S_0DPhgr1orHAYXOA4VQiZUacYETtBq0nO9ftgjjVZltO95kYHPR6l9QKbkw-xOFS032-xKh8YDA_aLQDMBcXOU5l1TOnPDMLWo4/s1600/Springfield+MO.jpg" height="213" title="Springfield, Missouri" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Springfield, Mo.</td></tr>
</tbody></table>
Before the summer schedule fills up, I would encourage public relations professionals to register for the <a href="http://www.prsamdc.com/" target="_blank">PRSA Midwest District Conference</a>.<br />
<b><br /></b>
There are several reasons to attend the conference, which takes place June 18-20 in Springfield, Mo.<br />
<ol>
<li><b>You'll get to hear excellent programming sessions.</b> <a href="http://www.e911.com/" target="_blank">Jim Lukaszewski, APR, Fellow PRSA</a>, also known as "America's Crisis Guru," will deliver the conference keynote. <a href="http://media.prsa.org/about+prsa/leadership/2014+executive+committee/joseph-e-cohen-1.htm" target="_blank">Joseph E. Cohen, APR</a>, this year's PRSA National chair, will be speaking as well. In addition, there are <a href="http://www.prsamdc.com/conference-schedule/" target="_blank">tons of breakout sessions</a> covering various topics.</li>
<li><b>Connect with other public relations professionals.</b> The PRSA Midwest District covers chapters from eight states, so you're bound to meet someone new. In addition, I connected with other public relations professionals from my home chapter when I attended the last two PRSA Midwest District Conferences.</li>
<li><b>Develop your PRSA leadership skills.</b> On June 18, the conference starts with a QuickStart program, which is an educational and motivational networking event designed to help attendees learn what it takes to succeed as a PRSA leader.</li>
<li><b>See a new city.</b> I'm looking forward to visiting Springfield for the first time. For those interested in touring Branson, <a href="https://www.google.com/maps/dir/Springfield,+MO/Branson,+MO/@36.9278965,-93.8057776,9z/data=!3m1!4b1!4m13!4m12!1m5!1m1!1s0x87cf62f745c8983f:0x6bfd6cb31e690da0!2m2!1d-93.2922989!2d37.2089572!1m5!1m1!1s0x87cf01e9c1f60ea9:0xf3370960da92ac34!2m2!1d-93.2185144!2d36.6436731" target="_blank">it's less than an hour's drive away</a>.</li>
</ol>
By the time you're in Springfield this summer, the polar vortex will be a distant memory. <br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-63810356354177296602014-02-17T10:00:00.000-06:002014-02-17T10:00:00.850-06:00Meet the media: Christian Toto of Big Hollywood and Daddylibrium<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
Christian Toto is the assistant editor at <a href="http://www.breitbart.com/big-hollywood" target="_blank">Big Hollywood</a> and the writer of the daddy blog <a href="http://daddylibrium.com/" target="_blank">Daddylibrium</a>.<br />
<b> </b><br />
<br />
<b>1. Could you recap your career to this point?</b><br />
<br />
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<![endif]--></b><span style="font-size: 12.0pt; line-height: 115%;">I went to school to be an artist. I gathered three art degrees
that I never have used. At the end of college, I did some freelance work for the
Roanoke Times. After college, I got to do freelance work <table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguR4h67Bidko55Nz6er4fOV8rH_6Olhq0HXHxwfKdRPusk3BeHxRLLE1gWuWhluKkNVP5sUi59K7ht-msMGWEbpeU6Fa44QJDEvPnWX8eBVm_y1TONTZfPx_FP9u1nscBWxKLGr9u-7-g/s1600/Christian+Toto+Head+Shot.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="movie critics reviews" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguR4h67Bidko55Nz6er4fOV8rH_6Olhq0HXHxwfKdRPusk3BeHxRLLE1gWuWhluKkNVP5sUi59K7ht-msMGWEbpeU6Fa44QJDEvPnWX8eBVm_y1TONTZfPx_FP9u1nscBWxKLGr9u-7-g/s1600/Christian+Toto+Head+Shot.jpg" height="320" title="Christian Toto" width="283" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Christian Toto</td></tr>
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for the Pittsburgh
Tribune-Review and became a feature writer. I also did entertainment work
on the side.</span><br />
<br />
<b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%;">I then worked at a newsletter company, which wasn’t a great
fit for me. I then worked at a university, and then went to the Washington
Times.</span></span></b><br />
<br />
<b>
<span style="font-weight: normal;">
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freelance work. I did some work for Big Hollywood, and have been there for </span></span></span></b><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">two and a half</span></span><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> years in a full-time position.</span></span></b></span><br />
<br />
<span style="font-family: inherit;"><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>2. How do you decide which stories to write for Big Hollywood and Daddylibrium?</b></span></span></b></span><br />
<br />
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</b></span></span></b></span><span style="font-size: 12.0pt; line-height: 115%;">For Big Hollywood, it’s really about the intersection between
entertainment and politics from a conservative perspective. Our readers are
generally conservative, so “<a href="http://www.imdb.com/title/tt1959490/?ref_=nv_sr_1" target="_blank">Noah</a>” and “<a href="http://www.imdb.com/title/tt1234721/?ref_=fn_al_tt_1" target="_blank">RoboCop</a>” are two new movies that are of
interest to our readers. “Noah” is a biblical story, while “RoboCop” covers
current topics such as the use of drones. </span><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">
<span style="font-family: "Calibri","sans-serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;">For Daddylibirum, I call the shots because it’s
my site. I try to do posts that help dads become better parents and have better
marriages. Any tips I can give people based on my experience that will help
them is my goal.</span></span></span></span><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b> </b></span></span></b></span><br />
<br />
<span style="font-family: inherit;"><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>3. How would you describe your approach to writing?</b></span></span></b></span><br />
<br />
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<![endif]--><span style="font-size: 12pt; line-height: 115%;">When
I’m doing an interview, often I’ll recognize the lead of the story based on
experience. For my daddy blog, when my source says something interesting or
unique, that sets off my Spidey-sense. For Big Hollywood, if people say something
unique, I focus on that. I want to find an interesting way to start things off.
After finding a good lead, the rest falls into place. The lead is the hardest.</span></span></span></span><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b> </b></span></span></b></span><br />
<br />
<span style="font-family: inherit;"><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>4. What has been the most interesting experience interviewing a Hollywood celebrity?</b></span></span></b></span><br />
<br />
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<![endif]--><span style="font-size: 12pt; line-height: 115%;">Shooting
the breeze with Jack Nicholson. A few journalists and I were just hanging out
with him. I interviewed James Brown in his trailer when he
had curlers in his hair. He told me to tell my parents that they did a good job
raising me. It’s really the odd personal connections with celebrities that are
unique. I also understand that there are reasons why people are rich and
famous. For instance, I interviewed The Rock (Dwayne Johnson). I was 21 of 22 interviews
that The Rock had that day, yet he still was professional and enthusiastic with
me. I understand the type of work ethic that takes as well as commitment to his
craft and promoting his work.</span></span></span></span><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b> </b></span></span></b></span><br />
<br />
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</b></span></span></b></span><span style="font-size: 12.0pt; line-height: 115%;">Almost everything has changed. There are fewer and fewer
jobs, and less stability in the arena. I believe that I have successfully straddled
the line between traditional journalism and the web. I would talk to people
five years ago who were fighting the Web. I don’t understand why they were
fighting it; the Web was clearly coming.</span><br />
<br />
<span style="font-size: 12.0pt; line-height: 115%;"></span><span style="font-family: inherit;"><span style="font-family: inherit;"></span></span><span style="font-size: 12.0pt; line-height: 115%;">I feel that I have seen a lot of media outlets get
flat-footed as a result. A lot of media outlets are writing the same story. If
it snows, they interview a boy who has school off.</span><span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">
<span style="font-size: 12pt; line-height: 115%;"> </span></span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;">You have to get more creative and think outside
the box (pardon the cliché). You have to shake up the model.</span></span></span></span><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b> </b> </span></span></b></span><br />
<br />
<span style="font-family: inherit;"><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>6. What do you see as the future of producing content across various platforms?</b></span></span></b></span><br />
<br />
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<![endif]--><span style="font-size: 12pt; line-height: 115%;">I really
don’t know. It will be a combination of social media and different platforms.
Reporters have to share what they know on social media, focus on keywords in their
stories, take photos and more. The journalist of tomorrow has to be really
flexible and dynamic. I think that we still don’t know.</span></span></span></span></span><br />
<br />
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</b></span></span></span></span></span><span style="font-family: inherit;"><span style="font-size: 12.0pt; line-height: 115%;">It’s really a pretty broad spectrum. The kid in me still
likes the summer blockbusters. There’s something about being in the theater and
having a communal experience. I like films that sneak up on me.</span></span><span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;"><b><span style="font-family: inherit;">
</span><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"> </span></span></b></span></span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">My tastes still are mainstream for the most part.
My eyes roll if I can predict the arc of the story, though.</span></span></span></span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><b>8. What are some of your favorite stories that you have covered in your career and blog posts that you have written?</b></span></span></span></span></span></span></span><br />
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<![endif]--><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">Story
wise, I used to cover the Kennedy Center Honors. It was great to meet celebrities
in a fun atmosphere. I wrote a piece for People magazine about <a href="http://en.wikipedia.org/wiki/Mattie_Stepanek" target="_blank">Mattie Stepanek</a>, a boy who
had a disease where he couldn’t live into his 20s. He did eventually die. He
had me sign his guestbook. I was very impressed that I merited the opportunity
to sign that.</span></span> </span></span></span></span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><b>9. How can public relations professionals help you in your job? What are you looking for from them?</b></span></span></span></span></span></span></span><br />
<br />
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mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
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mso-style-parent:"";
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mso-para-margin-top:0in;
mso-para-margin-right:0in;
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mso-para-margin-left:0in;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
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<![endif]--> </b></span></span></span></span></span></span></span><span style="font-family: inherit;"><span style="font-size: 12.0pt; line-height: 115%;">Always respect how journalists like to be contacted.
E-mail is fine. I don’t like phone pitches – I have too much on my plate. I can
analyze things better via e-mail. I don’t mind if people follow up by e-mail if
they haven’t heard from me. It’s OK if they provide me some story ideas – that can
be kind of fun.</span></span><span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;">
</span><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"> </span></span></span></span></span></span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">If I reach out to someone in PR, please keep me
posted on the updates about connecting with sources. It helps to know the
status of the PR person's efforts in trying to connect with the experts who ultimately will
be interviewed.</span></span><b> </b></span></span></span></span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><b>10. Is there anything else that you would like to add?</b></span></span></span></span></span></span></span><br />
<br />
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<![endif]--><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">I
have worked with good PR people. The people who represent film studios both
locally and nationally have been great to me. In particular, I would like to
give a shout-out to the people at <a href="http://alliedim.com/" target="_blank">Allied Integrated Marketing</a>. </span></span></span></span></span></span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-family: inherit;"><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">I had bad
experiences in D.C. with the D.C. public school system – no one connecting with
me, the mailbox was full and more. I never did find out what the deal was with
that.</span></span><b> </b> </span></span><b><span style="font-family: inherit;"> </span></b></span></span></span><b><span style="font-weight: normal;"><span style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span></span></b></span></span><b> </b><!--[if gte mso 9]><xml>
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<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-66249548185956585562014-02-10T10:00:00.000-06:002014-02-10T10:00:01.349-06:00Working with recruiters to find public relations jobs<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
Many job seekers are continually frustrated by applicant tracking systems. You know -- the software that just about every company seems to use where you enter in your background, hit submit, and it feels like your information is just going into a black hole?<br />
<br />
Apparently recruiters aren't enamored of the software, either.<br />
<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiM6ApCdRnF4HvOcEpsUsExBFZJex9BMX1EuekBJ6vnEXPq8-wYDwEBfJQXx3dgPz5pZrHNgS0EvRzSvN929fhDQOBTvnovn4-bbYF-lZADqNZHNPzjUT6pf6G6QrXVu0eg8gSIMMmPsjg/s1600/Recruiters+Panel.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="public relations jobs" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiM6ApCdRnF4HvOcEpsUsExBFZJex9BMX1EuekBJ6vnEXPq8-wYDwEBfJQXx3dgPz5pZrHNgS0EvRzSvN929fhDQOBTvnovn4-bbYF-lZADqNZHNPzjUT6pf6G6QrXVu0eg8gSIMMmPsjg/s1600/Recruiters+Panel.jpg" height="240" title="public relations recruiter" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Gillian Gabriel, Elizabeth Laukka and Kathryn Duncan (l-r) share job-seeking tips.</td></tr>
</tbody></table>
"Employers need to woo people into the organization," said <a href="http://www.linkedin.com/in/kathrynduncan" target="_blank">Kathryn Duncan</a> of CLICK Talent at a recent <a href="http://www.mnprsa.com/" target="_blank">Minnesota Public Relations Society of America</a> event. "They should be smarter about how to attract job seekers. Applicant tracking systems suck."<br />
<br />
The event featured a panel of top Minneapolis/St. Paul recruiters. Besides Duncan, panelists included <a href="http://www.linkedin.com/pub/gillian-gabriel/1/a2/323" target="_blank">Gillian Gabriel</a> and <a href="http://www.elizabethlaukka.com/" target="_blank">Elizabeth Laukka</a>. Rebecca Martin of <a href="http://www.beehivepr.biz/" target="_blank">Beehive PR</a> moderated the panel.<br />
<br />
The market for communications professionals is looking up. Duncan estimated that the unemployment rate for marketing communications workers is less than 2 percent.<br />
<br />
Panelists agreed that companies in communications are in a bit of a talent war, particularly for candidates with five to six or 12 to 13 years of experience.<br />
<br />
Job seekers still need to prove that they have what it takes to succeed in a position, though. Gabriel pointed out that it's important to show how one has used public relations to achieve business objectives in previous positions.<br />
<br />
Even though an applicant has all of the required skills, sometimes it just isn't the right match. "The fit is 90 percent of why a company hires someone," said Laukka.<br />
<br />
"If it really is a great click between employer and candidate, the hiring process can move very fast," said Gabriel.<br />
<br />
Laukka said that the time frame from application to offer for agencies typically runs about two <br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCgIIbEusO1EUZQNMKTxdkOq7rIG5dGyVpFxLXrbY28UXAgSty6t73HJ2Hp_lHf_7mTMOxe5XJDyOoQMCLcosy_8yHXsSpgapxLBnFcDJpta6CYBRvSitTlhxhOFl2yAaJ0lYzFP3h7Xs/s1600/Recruiters+Panel+Audience.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="public relations career" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCgIIbEusO1EUZQNMKTxdkOq7rIG5dGyVpFxLXrbY28UXAgSty6t73HJ2Hp_lHf_7mTMOxe5XJDyOoQMCLcosy_8yHXsSpgapxLBnFcDJpta6CYBRvSitTlhxhOFl2yAaJ0lYzFP3h7Xs/s1600/Recruiters+Panel+Audience.jpg" height="240" title="pr jobs" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Attendees listen intently for how to stand out from the crowd.</td></tr>
</tbody></table>
months.<br />
<br />
Panelists offered suggestions to stand out from other candidates, such as getting a cup of coffee with the recruiting manager, sending a resume in the mail, and executing an exceedingly polite e-mail campaign to the hiring manager (probably three to five e-mails).<br />
<br />
In the end, panelists encouraged job seekers to have fun with the process. After all, said Gabriel, "Where else do you get to talk about yourself for 45 minutes?"<br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-66687094040259931792014-02-05T22:47:00.001-06:002014-02-05T22:51:58.323-06:00Public relations case study: Target data breachAlthough Target is still dealing with the fallout related to its pre-Christmas data breach, let's take a look at how the company is doing so far in managing the crisis.<br />
<br />
<b> </b><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHENXpAQntWpi2XLu8GH21X07d6F6aWkeZIXPLxLInMdXOi5OQi7EWLi0e2c5BGJk60tI0XjDQrG94oZ06b6w7toEc1Uyf5DGoPZLP_0wtgUXX6xdvmf6EHjFYM7WftluPs49QKmSKdRM/s1600/Target+Twitter+Account.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="target data breach" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHENXpAQntWpi2XLu8GH21X07d6F6aWkeZIXPLxLInMdXOi5OQi7EWLi0e2c5BGJk60tI0XjDQrG94oZ06b6w7toEc1Uyf5DGoPZLP_0wtgUXX6xdvmf6EHjFYM7WftluPs49QKmSKdRM/s1600/Target+Twitter+Account.jpg" height="552" title="neiman target" width="640" /></a></div>
I'll use the eight laws of crisis communications that Jack Yeo and John Brooks presented at the 2012 <a href="http://www.prsamdc.com/" target="_blank">PRSA Midwest District Conference</a> in Chicago:<br />
<ol>
<li><b>Protecting reputation is not about the crisis, but rather how you handle it. </b>Target used many methods of responding to the crisis, including full-page newspaper ads in the nation's top 50 markets. In addition, Target sent an e-mail from CEO Gregg Steinhafel explaining the breach, apologizing and offering free credit monitoring services. (Unfortunately, many customers were leery of the e-mails.) Steinhafel also appeared on CNBC on Jan. 13, where he said, "We are responsible, we're accountable for all of it, and we want to make that crystal clear to everybody that's shopped in our store. They have zero liability."</li>
<li><b>Be aware of the world around you. </b>Ensuring that call centers and stores had accurate information took awhile for Target -- specifically four days. In the CNBC interview, Steinhafel said, "Part of that timetable all along was for us to make that announcement on day four, and we were working around the clock to prepare our stores. We want guests that come in, once they hear that news, we want to be able to answer their questions, and we want our call centers to function appropriately."</li>
<li><b>There is no excuse for not planning. </b>Data breaches have become increasingly common among retailers and other companies. If Target had a crisis response manual (I'm not sure if they do or not), a data breach should definitely have been one of the main situations to prepare for. </li>
<li><b>A swift response is required. </b>This is the area in which Target is receiving the most criticism. Star Tribune columnist Lee Schafer describes Target's public relations as "too slow, too cautious" in <a href="http://www.startribune.com/business/240894901.html" target="_blank">this article</a>. He makes a very valid point that on Dec. 18, 2013, the same day computer security blogger Brian Krebs posted a story stating that Target was confronting a security breach, the company instead issued a <a href="http://pressroom.target.com/news/target-unveils-last-minute-deals-in-final-stretch-of-strong-holiday-season" target="_blank">news release</a> about last-minute holiday season deals. Target didn't issue a <a href="http://pressroom.target.com/news/target-confirms-unauthorized-access-to-payment-card-data-in-u-s-stores" target="_blank">news release</a> about the data breach until the next day. (The company first learned of the breach on Dec. 15.) In addition, Steinhafel wasn't made available for a public statement for more than three weeks.</li>
<li><b>Understand the impact of today's digital democracy. </b>Target developed <a href="https://corporate.target.com/about/payment-card-issue.aspx?ref=sr_shorturl_paymentcardresponse#?lnk=Other_020214_HP_0_E2_30_0_2014|E2|T:Template_Home5|C:" target="_blank">a page on its website </a>with response and resources related to the data breach, including videos featuring Steinhafel. The retailer monitored what was being said on social media, even mentioning in Jan. 15 tweet, "We're listening & noticing tweets about data breach emails." The content of social media posts changed from holiday cheer to the data breach on Dec. 19, the same day that the company publicly confirmed that credit and debit card information may have been exposed.</li>
<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/tNLw5Q2V0WQ" width="560"></iframe>
<li><b>Always operate with transparency. </b>This is another area in which Target is taking heat. In a <a href="http://www.startribune.com/business/240030301.html" target="_blank">Jan. 14 Star Tribune article</a> that featured highlights from Steinhafel's CNBC interview, reporter Adam Belz wrote that Target's CEO declined to be interviewed by the hometown newspaper. In addition, crisis management consultant Jon Austin made the point in the same article that "He (Steinhafel) was very good, he was very credible, he was very practiced, he stayed on message. . .but he didn't say anything that he couldn't have said on Dec. 19."</li>
<li><b>Never stand alone.</b> Third-party influencers didn't really make an appearance in the data breach timeline until Target chief financial officer John Mulligan <a href="http://www.startribune.com/politics/statelocal/243508791.html" target="_blank">spoke in front of a Senate panel</a> recently. Minnesota Senators Amy Klobuchar and Al Franken, both members of the Judiciary Committee, made statements in support of Target on the issue. “When we push cyberbills, we get push back [from industry and technology
groups],” Klobuchar said. “We have learned from this data breach that
we can no longer do nothing.” Franken added that card technology needs to be updated.</li>
<li><b>Never forget to rebuild. </b>Target has been working hard to rebuild the trust with its guests. The CEO could be more visible in the media however.</li>
</ol>
If I were to grade Target's response to this issue, I would give the company an "A-". The company understood the importance of maintaining the confidence of its customers. However, the delay in communicating and not making the CEO available for a public statement for more than three weeks diminished the effectiveness of Target's crisis response.<br />
<br />
<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-66021739081429996462014-01-29T20:24:00.001-06:002014-01-29T20:24:54.864-06:00Meet the media: Bill Sherck of "Due North Outdoors"<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
Those who love the outdoors probably would consider <a href="http://duenorthoutdoors.tv/bill-sherck/" target="_blank">Bill Sherck's</a> job the position of their dreams. Sherck, known as "The Man About The Woods," can be seen on some of the country's most popular outdoor television programs, including: <b> </b>“<a href="http://ronscharaproductions.squarespace.com/backroads-with-ron-raven/" target="_blank">Backroads with Ron & Raven</a>” on The Versus Network, “<a href="http://www.ronscharaproductions.com/our-shows/2012/7/26/legends-of-rod-reel" target="_blank">Legends of Rod and Reel</a>” and “<a href="http://ronscharaproductions.squarespace.com/pheasants-forever-tv/" target="_blank">Pheasants Forever Television</a>” on the Outdoor Channel,
“<a href="http://mnbound.com/" target="_blank">Minnesota Bound</a>” on NBC in Minnesota and “<a href="http://duenorthoutdoors.tv/" target="_blank">Due North Outdoors</a>," which
Bill co-hosts on Fox Sports Network (North & Wisconsin).<br />
<br />
<b>1. Could you recap your television career before moving to outdoor television?</b><br />
<br />
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<![endif]--><span style="font-size: 12pt; line-height: 115%;">I actually started in college in Green Bay in the winter of
1993/spring of 1994. I had an internship at WLUK, which was an NBC affiliate. I
was told that I was going to wash news vehicles and file papers. I told the
person who hired me that I wanted to hang out with a team. Every night I hung
out with the 10 p.m. team. I got to do some stories and build my skills.</span><br />
<br />
<span style="font-size: 12pt; line-height: 115%;"></span><span style="font-size: 12pt; line-height: 115%;">My first full-time job was at WDIO in Duluth after
graduation. Then I spent three years at the ABC affiliate in Madison, Wisconsin.
My big break came when Fox News called. I got to work at an owned-and-operated
station in North Carolina. I was based in High Point with a station called
WGHP. It was fun because I covered local news, but then when national stories
broke, I would do coverage for Fox stations around the country.</span><br />
<br />
At one point, when I was covering Y2K stories in North Carolina, I started thinking about where I was in life, and decided that I wanted to come back to Minnesota. I came back to Minneapolis in 2000. I started working for Channel 5, where I spent three years.<br />
<br />
<b>2. How does the "Minnesota Bound" and "Due North Outdoors" team decide which places to visit and stories to cover?</b><br />
<br />
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<![endif]--><span style="font-size: 12pt; line-height: 115%;">I have file cabinets full of story ideas. We have far more
stories than time. For “Minnesota Bound” </span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: 12pt; line-height: 115%;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSiF0YNDW3bOHOmgShWeQ0zCcFcWFyjLY4FB8TXF6eVAIkjLajGcHyXFmGx98kOvCzLxQjyhukW0rj0XCa-gEDlzbp-cpJhMIug_m3hkmFd9d4_8yUFDFgvaxQZtw3KuO1V69wReQZxa0/s1600/Bill+Sherck+with+Fish.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="due north outdoors" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSiF0YNDW3bOHOmgShWeQ0zCcFcWFyjLY4FB8TXF6eVAIkjLajGcHyXFmGx98kOvCzLxQjyhukW0rj0XCa-gEDlzbp-cpJhMIug_m3hkmFd9d4_8yUFDFgvaxQZtw3KuO1V69wReQZxa0/s1600/Bill+Sherck+with+Fish.jpg" title="bill sherck" /></a></span></div>
<span style="font-size: 12pt; line-height: 115%;">and “Due North Outdoors,” we sit
around four times per year to discuss story ideas and what we have time to get
done.</span><br />
<br />
<span style="font-size: 12pt; line-height: 115%;">We work with our clients too to determine stories. Ontario Tourism is a big client, so we figure out stories with them, for example.</span><br />
<br />
<span style="font-size: 12pt; line-height: 115%;"><b>3. How would you describe your approach to TV storytelling?</b> </span><span style="font-family: "Calibri","sans-serif"; font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span><br />
<br />
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<![endif]--><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">It’s
storytelling...the good, the bad, the ugly, the honest. We really don’t try to
make it up. We just go and document and show what we’ve got. Sometimes you just
go out the door and things go to pot. The fish aren’t biting, the big one gets
way, the vehicle breaks down. That makes for the best television, though. Being
honest and showing it like it is – that’s what I like to do. Sometimes the
stories are really great, and sometimes you get your tail handed to you. In
some ways that connects with audiences better. It’s television storytelling –
matching words with picture and sounds, and weaving all that together.</span></span><br />
<br />
<b><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">4. What has been the most surprising or unique story that you have covered?</span></span></b><br />
<br />
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<![endif]--><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">There
are too many to list – literally thousands of stories. Doing outdoor stuff, it’s
amazing how many people break down, people who get emotional in our stories.
Grouse hunters, for example. They break down or get emotional. People in the
outdoor world are very sentimental about the places that they go. The gear
means a lot to them. It’s more than gear to the owner – it’s how they do their
sport or hobby. So many of the stories that we do, people get emotional. I understand
that, because I have that kind of passion for the outdoors. It’s fun to see
others get so emotional.</span></span></span></span><br />
<br />
<b><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">5. You turned your focus to outdoor television in 2002. How has that type of TV changed during your career?</span></span></span></span></b><br />
<br />
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</span></span></span></span><span style="font-size: 12pt; line-height: 115%;">When I started, outdoor television was still gearing up. Many
networks had more airtime than they had shows. It was very easy for us to get
shows on networks. If you had high-quality stuff, it stood out. Now there’s a
lot more competition. Prices for camera gear have dropped also. Now you could
buy a full HD camera for $4,000 -- $5,000, which is significantly less than
before. It allowed a lot more people to enter the arena. It improved the
quality of outdoor television shows as a whole, created a lot more competition,
and created competition in sales. It’s a lot more difficult to get advertisers.
Content in this business is secondary to sales.</span><br />
<br />
<span style="font-size: 12pt; line-height: 115%;"></span><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"></span></span></span></span><span style="font-size: 12pt; line-height: 115%;">Television news is still a really big deal. They have gotten
away from reporting the news, though. </span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: 12pt; line-height: 115%;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzCzyfIgHCN_wNe8n9MgKUadtYroCtoIbi4xYErNr65sufZndvGWL82uYbPl8Wto77ZA0iAamjbm2hSzMt9a43_edmhOR07eHTOOsDAxvzcGDli8s61BT6e-Pj6FkUW24mUOkrmQcMzxI/s1600/bsherckbassin.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="bassmaster" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzCzyfIgHCN_wNe8n9MgKUadtYroCtoIbi4xYErNr65sufZndvGWL82uYbPl8Wto77ZA0iAamjbm2hSzMt9a43_edmhOR07eHTOOsDAxvzcGDli8s61BT6e-Pj6FkUW24mUOkrmQcMzxI/s1600/bsherckbassin.jpg" height="320" title="bass fishing" width="220" /></a></span></div>
<span style="font-size: 12pt; line-height: 115%;">Now they worry more about what color their tie and
dress are, what kind of technology they can use and what the studio looks like.</span><br />
<br />
<span style="font-size: 12pt; line-height: 115%;">I dealt with Magid (<a href="http://magid.com/" target="_blank">Frank N. Magid Associates, Inc.</a>) in Madison, Minneapolis and Duluth. He
caused me a lot of headaches over the years. Magid would come into stations and
say, “TV news should look like this,” and the station would change.</span><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">
<span style="font-family: "Calibri","sans-serif"; font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span></span></span></span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">I never had an agent. Maybe it held me back
professionally, maybe not. Andy Rooney and Walter Cronkite knew how to tell a
great story. I feel that if you can tell a good story, people will want you. I
moved into a top 20 market relatively quickly in my career. When I broke into a
top 20 market, I thought, “Now what?”</span></span> </span></span></span></span><br />
<br />
<b><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">6. What do you see as the future of producing content across various platforms?</span></span></span></span></b><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyo-DcsF81suj8FribUhW_48jR9DxWdPwYq6QWjzUNLhpwSmJdJ_p1aw1FYNYdDeZegrahStDPYOuXwNhXkRp2ypFqjc1533Zd1D3JCAizJzTF4qaxRD0yR1_lzSci57E99_pM7VaQeXI/s1600/Bill+Sherck+with+Son+and+Pheasant.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="outdoors television" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyo-DcsF81suj8FribUhW_48jR9DxWdPwYq6QWjzUNLhpwSmJdJ_p1aw1FYNYdDeZegrahStDPYOuXwNhXkRp2ypFqjc1533Zd1D3JCAizJzTF4qaxRD0yR1_lzSci57E99_pM7VaQeXI/s1600/Bill+Sherck+with+Son+and+Pheasant.jpg" height="320" title="the woods mn" width="181" /></a></div>
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<![endif]--><span style="font-size: 12pt; line-height: 115%;">It’s changing, and it’s changing very quickly. I just sat with
Tom Mackin, the head of <a href="http://usa.rapala.com/" target="_blank">Rapala USA</a>, and we were talking about this. I feel old.
I can’t keep up. Television is still a great medium. I think that there a lot
of people who feel that newspapers and magazines are dying. Advertising is
reflecting that. You have the Internet and social media, which are separate
things in my mind.</span><br />
<br />
<span style="font-size: 12pt; line-height: 115%;">The money still comes from television, not the Internet. I
don’t think that many people have figured out to have videos online and make
money. There’s a guy who has a video on how to tie the four fishing knots, and
makes money from Google. Some people are lucky that way.</span><br />
<br />
<span style="font-size: 12pt; line-height: 115%;">On demand through the Internet is something that we’re going
to look at down the road. Instead of worrying what time the show will be on,
you will be able to watch it online. We don’t know what’s going to happen with
YouTube, Facebook and all those others.</span><br />
<br />
<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">I struggle with Facebook. I burn copious amounts
of time because I feel that I need to, but I don’t know that it’s directly
helping our company. I threatened to quit Facebook, but then I received
comments from people who live vicariously through me.</span></span><br />
<br />
<b><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">7. What is your biggest catch?</span></span></b><br />
<br />
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<![endif]--><span style="font-size: 12pt; line-height: 115%;">I caught a 14-pound walleye through the ice on a barbless
hook with six-pound line up in Saskatchewan. That’s the fish of a lifetime. Not
just the fish, but that it was a barbless hook and six- pound line.</span>
<span style="font-family: "Calibri","sans-serif"; font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span><br />
<br />
<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">I have caught some 45-inch pike up in Canada. I have
as much fun seeing my five-year-old catching sunfish and bass. That sensation is
more profound. I have caught a lot of fish. When you get to pass along that passion
to your kids, that’s a big deal. Brady’s five and Bennett is three. It’s fun. That’s
my next chapter.</span></span><br />
<br />
<b><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">8. What are some of your favorite stories that you have covered in your career?</span></span></b><br />
<br />
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<![endif]--><span style="font-size: 12pt; line-height: 115%;">There are so many. Every time I go out the door, it seems
like I meet wonderful people. I share a passion for the outdoors. The stories
are great, the people are even better – literally every time that I go out. We
just meet great people. The fun of this job is destinations and the people. It’s
the stories. Everything we shoot.</span>
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<br />
<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">I was working a booth at the ice fishing show in
December. A couple of ninth graders wanted me to autograph their ball caps. I
knew that I had a story when I met them. They go ice fishing every day. They
want to be professional guides, but the biggest thing holding them back is that
they don’t have driver’s licenses to go to the bait shop. It turned out to be a
great story.</span></span><br />
<br />
<b><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">9. How can public relations professionals help you in your job? What are you looking for from them?</span></span></b><br />
<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"></span></span><br />
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</span></span><span style="font-size: 12pt; line-height: 115%;">They are a key resource for us on many levels. Number one,
helping us with story ideas. It’s been a busy day. I was on the phone with
someone from the state of South Dakota. He’s a key resource on finding
destinations, story ideas, money for sponsorships. Everywhere we go, they all have
people working to promote a message. Those messages are all directly tied to
what we do – travel, entertainment, natural resources. I deal with those folks
daily.</span><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"> </span></span><br />
<br />
<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">It’s the same for companies. Public relations and
marketing folks can help with our advertising. They’re kind of the conduit to
the money at times. I love a lot of them and hate a few.</span></span> </span></span><br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-20745668220887495892014-01-16T21:39:00.000-06:002014-01-16T21:39:05.476-06:00Lifetime resolution: know your groove<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b></b></a><span style="font-family: Arial,Helvetica,sans-serif;"><i>This is a guest post by David Jones.</i></span><br />
<br />
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<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">Way back in the 1960s, longshoreman, author and philosopher Eric
Hoffer wrote, “When people <table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhx1TcjB-QUBYFFjrQQzY_U5kMNsEXGLCRQTAdN3uVZL_zaD2vIWjnU8JZVlBHtlxN0ECLFfxGZvfoVoPWPIJAiEoJYdMkwc4ecxmtjB4NUFRl9HFWPlJdboprNQvMyGQtFDy8JpixD-5I/s1600/Youngme+Moon.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img alt="" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhx1TcjB-QUBYFFjrQQzY_U5kMNsEXGLCRQTAdN3uVZL_zaD2vIWjnU8JZVlBHtlxN0ECLFfxGZvfoVoPWPIJAiEoJYdMkwc4ecxmtjB4NUFRl9HFWPlJdboprNQvMyGQtFDy8JpixD-5I/s1600/Youngme+Moon.jpg" title="Youngme Moon" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Youngme Moon</td></tr>
</tbody></table>
are free to do as they please, they usually imitate
each other.”</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">We see this phenomenon every day in the business world, where
companies compete by copying products — adding some minor feature or
performance boost in the name of differentiation.</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">The same holds true in public relations, where one agency’s
services — even in specialized areas such as telecom PR or </span><a href="http://crawfordpr.com/pr-practices/technology-pr/"><span style="font-size: 11.5pt;">tech PR</span></a><span style="color: #282828; font-size: 11.5pt;">
– sound much the same as all the rest.</span></span></div>
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<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">Companies that fall into this trap aren’t competing at all.
They’re collapsing into each other and becoming more alike, making it all the
harder for customers to make a buying decision based on distinct value.</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">Decades later, in her best-selling </span><a href="http://www.youngmemoon.com/home.html" target="_blank"><span style="color: blue; font-size: 11.5pt;">Different</span></a><span style="color: #282828; font-size: 11.5pt;">, Harvard luminary Dr. Youngme Moon describes the trend of
me-tooing as “the artful packaging of meaningless distinctions as true
differentiation.” Free to do as they please, competitors make their products
more alike. The few that stand out are always true to what Dr. Moon calls their
“meaningful groove of separation.”</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">The groove runs deep, never just on the surface. Think of the
groove as a life decision, versus a New Year’s resolution.</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">This time of year, many feel compelled to make resolutions that
will improve their lot. At the individual level, those who have followed the
norm and gained one pound per year since their 20s suddenly resolve to go on
crash diets, take up jogging or free weights, and eat more sensibly — all
worthy goals.</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">Many companies follow a similar practice via elaborate planning
processes designed to transform the business. They, too, want to trim fat and
make the company fit to move in new directions — once again, all admirable.</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">But how much of it sticks? Whether at the personal or corporate
level, most backslide to their old habits in short order. That’s a rut, not a
groove.</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal" style="background: white;">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #282828; font-size: 11.5pt;">Market leaders understand the difference. They know “the rules”
of the norm well enough to break them. They’re fit for life, not merely for the
brief span of a New Year’s resolution or annual corporate planning process.
They have the vision to drive the business over new horizons to the golden land
of constantly renewed brand differentiation. That’s their groove.</span></span></div>
<div class="MsoNormal" style="background: white;">
<br /></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
<span style="color: #282828; font-size: 11.5pt;">What is your company’s meaningful groove of
separation from the herd? As importantly — what is your agency’s?</span></span><i><span style="font-family: Arial,Helvetica,sans-serif;"> </span></i>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-86960385644845887252014-01-05T21:22:00.001-06:002014-01-05T21:22:45.890-06:00KISS comic blood and other rock 'n' roll myths<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a>
<b> </b><br />
<br />
When I was an elementary school boy growing up in Bloomington, Minn., the "KISS Super Special" comic was all the rage. After all, it was printed in real KISS blood!<br />
<br />
Or was it? In "<a href="http://www.amazon.com/Rock-Roll-Myths-Stories-Infamous/dp/076034230X/ref=sr_1_1?s=books&ie=UTF8&qid=1388974979&sr=1-1&keywords=rock+n+roll+myths" target="_blank">Rock 'n' Roll Myths: The True Stories Behind the Most Infamous Legends</a>," authors Daniel Durchholz and Gary Graff set the record straight on just how much KISS blood was in that comic book.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiHzYINH1FeRB-cBPau7eV0N8IsqNQjSY6qnKR5pXK25ZPLVV-qFcvVWBRhQDAr5GDk1Ih7TfWQqc6-RxNDPEoqjGQa6jYqbZXD1G_BauYoisznytQMFSJuLUQSOrnxILVujYZWWWpOMh4/s1600/kiss.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="kiss comic blood" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiHzYINH1FeRB-cBPau7eV0N8IsqNQjSY6qnKR5pXK25ZPLVV-qFcvVWBRhQDAr5GDk1Ih7TfWQqc6-RxNDPEoqjGQa6jYqbZXD1G_BauYoisznytQMFSJuLUQSOrnxILVujYZWWWpOMh4/s1600/kiss.jpg" height="320" title="kiss blood comic" width="236" /></a></div>
Turns out that there actually was KISS blood used. Gene Simmons, Ace Frehley, Paul Stanley and Peter Criss each donated blood that was collectively mixed with the red ink used for the first issue of the Marvel/KISS comics.<br />
<br />
My friends and I thought that the KISS trading cards also had blood in them. They sure smelled like it, after all! No clarification on that rumor, however.<br />
<br />
Another KISS rumor had a bit more of an impact on me. My friend told me that KISS stood for Knights in Satan's Service. I couldn't have any satanic music in my house, so I took my KISS records and threw them in the trash!<br />
<br />
No need to have done that, I guess, according to Durchholz and Graff, who quote Stanley:<br />
<br />
<i></i><br />
<blockquote>
<i>That's ludicrous, but we had a lot of laughs about it. And it didn't hurt, you know? It created an aura of mystery around us, and mystery sells.</i></blockquote>
<br />
According to Durchholz and Graff, "Through research and personal contact, we've tried to get to the bottom of each story and not only ascertain the truth but explain how these myths come to be and then came to be spread."<br />
<br />
In addition to the aforementioned KISS rumors, the book answers questions such as:<br />
<ul>
<li>Did Led Zeppelin sign a deal with the devil?</li>
<li>How did Gram Parsons' corpse come to burn in the desert?</li>
<li>Did Mick Jagger and David Bowie spend the night together?</li>
<li>Was "Puff, the Magic Dragon" one toke over the line?</li>
<li>Weird Al Yankovic -- who's his daddy?</li>
<li>Does Ozzy have a taste for things with wings?</li>
<li>Marilyn Manson's spare rib?</li>
<li>Was Pink Floyd off to see the wizard? </li>
</ul>
Durchholz and Graff left me hanging, however, by not answering two rock 'n' roll myths that have nagged me for a long time. The first myth deals with the Eagles, their album "Hotel California," and any links to Anton LaVey or satanism either in the title song or the album imagery.<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgU8l4pEFVufTfwNEg5f4lwLqL957WXoa-DoKcM9g78BIby7fbV6e33JQPIfoienS7pPda_MoYO3Onq-F0ERetJh5UyJ4o8sUZtJG57whCO85Y1N4OMhA-l0NntM-IKwpgT_YTaibgk6iI/s1600/Mike+Tyson.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="Mike Tyson hangover" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgU8l4pEFVufTfwNEg5f4lwLqL957WXoa-DoKcM9g78BIby7fbV6e33JQPIfoienS7pPda_MoYO3Onq-F0ERetJh5UyJ4o8sUZtJG57whCO85Y1N4OMhA-l0NntM-IKwpgT_YTaibgk6iI/s1600/Mike+Tyson.jpg" height="179" title="Mike Tyson" width="320" /></a><br />
The other myth that I was hoping for clarification of was the one about the origins of the lyrics to Phil Collins' song "In the Air Tonight." Rumor has it that Collins himself threatened to have Mike Tyson give both Durchholz and Graff an uppercut if they revealed the truth behind that myth. . . <br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988tag:blogger.com,1999:blog-1397413440153579889.post-32593023599817928222013-12-30T08:00:00.000-06:002014-01-01T15:20:13.926-06:00My year as the PRSA Midwest District chair<a href="http://plus.google.com/+BrantSkogrand/" rel="author"><b>By Brant Skogrand, APR, MBC</b></a><br />
<br />
In 2013, I had the honor of serving as the chair of the <a href="http://prsamidwestdistrict.wordpress.com/" target="_blank">Midwest District</a> of the Public Relations Society of America.<br />
<br />
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Throughout the year, Midwest District activities focused on advancing
the district’s mission -- to build stronger chapters throughout the district by
providing a link between national and the chapters, fostering communication
among the chapters, facilitating leadership development and providing
assistance to chapters in need.
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<br />
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Here
is a recap of Midwest District accomplishments in 2013:</span></b><br />
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<![endif]--><i style="mso-bidi-font-style: normal;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">We delivered a second annual Midwest District
Conference</span></i><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">.
The Nebraska chapter hosted this summer’s conference in Omaha, providing
high-quality programming on a regional level to 180 attendees. In addition, a
<a href="http://www.prsamdc.com/" target="_blank">conference website</a> was developed
as well as Twitter (@PRSA_MDC) and <a href="http://www.facebook.com/PRSAMDC" target="_blank">Facebook</a> accounts, which can be
used by host chapters to promote future conferences.</span></span></span><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span></b></li>
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<![endif]--><i style="mso-bidi-font-style: normal;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">We created the first annual Platinum Award</span></i><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">. The highest individual honor bestowed by the
PRSA Midwest District, the Platinum Award recognizes outstanding career
achievements in furthering the practice of public relations. The Platinum Award
also was created to honor personal service to the Midwest District and any of
the affiliated chapters within the Midwest District.</span></li>
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overview and operational guide</span></i><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">. To
ensure as smooth of a process as possible to host chapters, this document
outlines the benefits of hosting the Midwest District Conference, keys to
success, financial considerations, and more.</span></span></li>
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<![endif]--><i style="mso-bidi-font-style: normal;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">We developed financial policies and procedures</span></i><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">. To ensure that the Midwest District is an
effective steward of district dues, we documented the Midwest District’s
financial management responsibilities.</span> </span></span></li>
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<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">2014 should be an excellent year. I hope to see you at the Midwest District Conference in Springfield, Mo., from June 18 to 20! </span></span><br />
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span> </span><br />
<br />
<b>For a collection of more public relations tips, insights and reflections, buy the book <a href="http://www.amazon.com/Tips-Successful-Public-Relations-Reputation/dp/1492279005/ref=sr_1_1?ie=UTF8&qid=1383616294&sr=8-1&keywords=19+Tips+for+Successful+Public+Relations">"19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management"</a> from amazon.com!</b>Brant Skograndhttp://www.blogger.com/profile/04507869947257989003noreply@blogger.com0Apple Valley, MN, USA44.7319094 -93.21771999999998644.641689899999996 -93.379081499999984 44.8221289 -93.056358499999988