Top posts of 2013

By Brant Skogrand, APR, MBC

As the year winds to a close, let's take a look at what the most popular posts on the Skogrand PR Solutions Blog were this year:

1. What is a press release? 
2. Preparing for a newspaper or magazine interview
3. Meet the media: Josh Rosenthal, content producer at KSTP-TV
4. Behind the scenes at the Minnesota State Fair
5. Inkybee review
6. Leading Minneapolis-St. Paul PR pros reflect on careers
7. Insight into Red Bull marketing
8. How to find media contact information
9. Public relations plan elements
10. Public relations case study: Toxic Shock Syndrome

Happy holidays!

For a collection of more public relations tips, insights and reflections, buy the book "19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management" from amazon.com!

Shop small

By Brant Skogrand, APR, MBC  

In 2012, the big story around the Thanksgiving holiday was that retailers were opening at midnight. This year, the timetable has moved up, with many major retailers opening in the early evening on Thanksgiving.

In September, Menards had Halloween and Christmas items on display at the same time.

Amid all of the doorbusters and competition for consumers' wallets, another movement has been underway. A backlash is happening, with major retailers such as Nordstrom, Home Depot and Costco staying dark on Thanksgiving.

I'm also seeing more enthusiasm for Small Business Saturday, which was created by American Express in 2010 as a way to encourage consumers to shop at their local stores. However, there are ways that non-retail small businesses can participate in Small Business Saturday as well.

We need to preserve Thanksgiving for family (and football) before it's too late. Shopping can wait.

P.S. To get a quick overview of the shopping days around Thanksgiving, read this earlier post.

For a collection of more public relations tips, insights and reflections, buy the book "19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management" from amazon.com!

Leading Minneapolis-St. Paul PR pros reflect on careers

By Brant Skogrand, APR, MBC

It's not a typical evening when six veteran public relations executives serve on a panel together. That

Moderator Doug Spong quizzes panelists at the event.

was the case, however, when the Minnesota chapter of the Public Relations Society of America hosted its "PR with the Pros" event at the Cambria Gallery on 7th in downtown Minneapolis on Nov. 13.

"If you could go back in time, what advice would you give to yourself?" asked Doug Spong APR, Fellow PRSA, moderator of the event and the president and founder of Carmichael Lynch Spong.

"Don't be afraid to take risks and make mistakes," replied David Hakensen, APR, the senior vice president and general manager of the FleishmanHillard Minneapolis-St. Paul office.

Other panel participants included:

• Diana Harvey, University of Minnesota Chief Communications Officer and Deputy Chief of Staff to President Eric Kaler;
• Rose McKinney, APR, Founder and CEO of Pineapple Reputation Management;
• Jeff Shelman, Senior Manager of Corporate Public Relations at Best Buy;
• Jason Thunstrom, Vice President of Corporate Communications at Life Time Fitness; and
• Greg Zimprich, APR, Senior Vice President of Agency Operations and Strategic Insights at Kohnstamm Communications.

In addition to taking risks, both Shelman and Thunstrom emphasized the importance of understanding business, and accounting in particular, to succeed in public relations.

Thunstrom said that "the challenge and the thrill of what's coming tomorrow" keeps him excited about public relations. He shared a story about former WCCO-TV reporter Dave Moore and his professionalism. "There used to be a commitment to balance, and that has gone by the wayside," said Thunstrom.

Panelists reflected on the Minneapolis-St. Paul market as a creative hub, the strength of the Minnesota PRSA chapter and the "coopetition" among agencies. "There are tons of opportunities for creative partnerships. Many great companies and brands call this place home," said Zimprich.

Two of the panelists, Hakensen and Spong, were recognized at the beginning of the event for their recent, highly prestigious industry honors.

Jason Thunstrom and Jeff Shelman meet with attendees.

Hakensen received the inaugural PRSA Midwest District Platinum Award for his contributions to the organization at the national, regional and local levels.

Spong recently was inducted into the PRSA College of Fellows and received PRSA's highest
individual honor, the Gold Anvil Award, for lifetime achievement in public relations.

After the panel discussion, attendees broke out into smaller groups and panelists visited each group to provide one-on-one interaction. 

For a collection of more public relations tips, insights and reflections, buy the book "19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management" from amazon.com!

Non-traditional media panel reveals many similarities

By Brant Skogrand, APR, MBC

While the lines between traditional media, blogs and the social space have become increasingly blurred, many things remain constant.

Building relationships, following up and writing solid content still are important; even the telephone has a place in today’s new media world.

The Non-Traditional Media Panel

“Social media is a great way to build relationships and interact, although email is the preferred way to pitch,” said Jay Gabler of Minnesota Public Radio, one of the participants at a Minnesota PRSA non-traditional media panel hosted by Carmichael Lynch Spong.

Other members of the panel included: Rick Kupchella of BringMeTheNews; John Garland of the Heavy Table and the Growler Magazine; Missy Berggren (aka the “Marketing Mama”) of WCG; and Bruno Bornsztein of Curbly, LLC.

Each participant has had success in his or her own right in the new media sphere. For instance, Kupchella’s BringMeTheNews and related companies have created 100 jobs so far and have received $4.5 million in investments to date. Berggren has transformed her Marketing Mama blog from a way to initially express herself into an award-winning site.

Human interactions, whether good or difficult, still are important in new media.

“Any time I write about beer, inevitably someone is going to call me an idiot,” said Garland. “People are passionate about beer.”

Garland added that he is most impressed when restaurants take his Heavy Table reviews to heart and implement changes based on his feedback.

In terms of connecting with outlets that use freelancers, Gabler recommended pitching both editors

Carmichael Lynch Spong hosted the non-traditional media panel event.

and contributors. After all, the editors will be seeing the story eventually.

Another constant mentioned by participants is to get in touch with them in the way that they prefer to be contacted. “Getting phone calls from publicists and PR reps is always annoying and often works,” said Gabler, quoting Twin Cities Daily Planet Editor Mary Turck.

In fact, Bornsztein recommended following up. That shows him the story – and his blog – are important.

While Bornsztein and Garland placed more of an emphasis on photos than the others, all panelists agreed that solid content and excellent relationships are important to successfully navigating today’s new media world.  

For a collection of more public relations tips, insights and reflections, buy the book "19 Tips for Successful Public Relations: Insights on Media Relations and Reputation Management" from amazon.com!

2013 PRSA Leadership Assembly recap

The City of Brotherly Love lived up to its name by welcoming the Public Relations Society of

America (PRSA) with banners on the blocks surrounding the hotel hosting this year's Leadership Assembly. It would prove to be an eventful weekend with a lively discussion of the Accredited in Public Relations credential, the induction of Minnesota's Doug Spong into the College of Fellows, and the election of new officers for the Midwest District.

Leadership Assembly
Mickey Nall, APR, Fellow PRSA, started out the day with a "State of the Society" address that covered 10 highlights of the year:

1. Veterans: With the Moving Veterans Forward Initiative, PRSA offers resources to veterans to help them make the transition to the civilian workforce.
2. Advocacy: PRSA leaders were quoted in many prominent media outlets in 2013, including Spong in AdvertisingAge regarding Minnesota's proposed tax on advertising.
3. Ethics: With the new ethics app, PRSA members can have materials related to public relations ethics at their fingertips.
4. Diversity: PRSA continues to promote diversity and plans to launch its Career Toolkit in 2014.
5. MBA Initiative: Public relations is coming to a B-School near you, including the Opus College of Business at the University of St. Thomas.
6. Member Emeritus: This new program recognizes the loyalty of individuals who have been members of PRSA for at least 50 years. Their dues are waived for the rest of their lives.
7. PRSSA Students: A PRSSA Internship Center was created to connect PRSSA members with employers. In addition, PRSA created the Higher Education Programs Online Directory, designed to help individuals "research programs available to advance your studies and career in the fields of public relations and marketing communications."
8. APR: As the APR celebrates 50 years in 2014, PRSA is taking a look at what lies ahead for the credential (more on that below).
9. Strategic Planning: The 2014-2016 PRSA strategic plan is set, with the vision that "Public Relations is a lead discipline in driving strategic goals and achieving excellence in every organization."
10. Our Members: As a volunteer membership organization, members can make "One PRSA" a success.

In addition to Nall's presentation, William Murray, CAE, PRSA president and COO, provided a look at 2013 so far. Joseph Cohen, APR, PRSA chair-elect, offered a look ahead at PRSA's "fearless future."

The most passionate debate of the day, however, related to the report by Organizational Performance Group (OPG) on the APR. Research provided by OPG found that:

• Thirty-five percent of the public perceive the public relations field negatively;
• The number of PRSA members with accreditation has declined; and
• Employers are not using the APR as a hiring guide.

OPG provided three roads for PRSA to take in regard to the APR: discontinue the APR, make low-key changes, or overhaul the credential. In order for the APR to thrive, OPG recommends an overhaul.

Minnesotans celebrate Doug Spong's College of Fellows induction.

College of Fellows
Spong earned the tremendous honor of being inducted into the PRSA College of Fellows at a black-tie event at The Academy of Music Ballroom in Philadelphia. He was inducted with 13 others and was walked to the stage by Minnesota's most recent inductee to the College of Fellows, Margaret Ann Hennen, APR, Fellow PRSA.

PRSA Midwest District
At the PRSA Midwest District annual meeting held on Oct. 27, the following individuals were elected to lead the district in 2014:

The PRSA Midwest District gathers at Leadership Assembly.

• Chair - Lori Marble, APR / Southwest Missouri Chapter
• Chair-Elect - Kellie Wostrel, APR / Nebraska Chapter
• Treasurer - Jill Alexander, APR, Fellow PRSA / St. Louis Chapter
• Secretary - Karen Korsgard, APR / Central Illinois Chapter
• Immediate Past Chair - Brant Skogrand, APR, MBC / Minnesota Chapter
• District Representative for National Nominating Committee (appointed) - Lewis Pryor, APR / Central Illinois Chapter (primary)
• Alternate District Representative for National Nominating Committee (appointed) - Herb Ritchell / Chicago Chapter (alternate)

Based on the energy from this year's Leadership Assembly and the insight provided by PRSA leaders, 2014 should be an exciting time for the organization. 

Engaging the media in a digital world

Last week Business Wire and the Twin Cities chapter of National Investor Relations Institute hosted a media panel called "Engaging the Media in a Digital World: Social Media." Moderated by Bob Kleiber, the panel featured Kaeti Hinck of MinnPost, Dirk DeYoung of the Minneapolis/St. Paul Business Journal, David Fondler of St. Paul Pioneer Press and Todd Stone of Star Tribune.

Here's my recap of the event.

Todd Stone, Star Tribune Business News Editor

1. Describe to what extent the journalist's job has become technology-driven.

Todd Stone (TS): "Social media has changed everything in a lot of ways." Stone added that the Star Tribune can reach more people through social media, and that "readers can engage us in so many more ways than before."

Kaeti Hinck (KH): "Social media gives reporters access to a wider array of contacts and tips." Hinck pointed out that MinnPost staff members check social media throughout the day.

Dirk DeYoung (DD): He starts his day at home editing the  "Morning Roundup" e-mail. "We don't save things for the print edition any more. The print edition is now for a deeper perspective." The Business Journal staffers use Twitter to get news tips; DeYoung highlighted how his reporters used LinkedIn recently to confirm that archivists were laid off at Target Corporation.

David Fondler (DF): "The Internet has made our jobs more challenging -- the challenge is figuring out what is news." Fondler pointed out that Twitter is an excellent tool to help with reporting.

2. How do you like to be pitched by public relations professionals?

DF: "It's become much more of a fire hose -- everyone thinks that their executive should be

Kaeti Hinck, MinnPost Director of News Technology

interviewed. We have to make fast-paced judgment calls to determine if we want to dedicate resources to follow a story."

DD: DeYoung said that he looks at least at the subject line of each e-mail, and that social media doesn't always get to him -- so e-mail and phone can work better.

KH: "Social media provides the opportunity to learn about reporters and target pitches." She added, "If a company is doing good work, we're going to notice."

TS: He said that he likes to be contacted by e-mail or by phone call. "Use social media to get information out there, but contact reporters in the traditional ways."

3. What types of pressure are you getting to drive traffic to websites?

TS: "We want to engage more and more people."

Dirk DeYoung, Minneapolis/St. Paul Business Journal

KH: "Traffic remains important to us, although we're going after the right audience -- not just any audience." Hinck added that she considers page views a dying metric.

DD: DeYoung said that The Business Journal constantly has goals to meet regarding growing page views and e-mail subscribers. He said that the publication's afternoon e-mail update has 16,000 subscribers. DeYoung said that the demand for videos is very strong, and that The Business Journal either shoots its own videos or uses videos from other sources.

DF: Fondler hasn't really felt pressure to drive traffic or get more page views. His team is constantly trying to keep headlines updated on the St. Paul Pioneer Press website. "Our mission is to get news to as many people as possible."

4. Do you see opportunities for media alliances?

DF: "I think it's a great idea."

DD: DeYoung mentioned that some other markets within The Business Journals chain have partnered with TV stations; the Minneapolis/St. Paul Business Journal has partnered with KMSP-TV and WCCO Radio. In addition, The Business Journals chain has a national partnership with Bloomberg.

KH: She said that MinnPost has a lot of partnerships.

TS: "Part of our mission and business model is to create unique content." He added, "Digital isn't pressuring us to partner with other organizations."

David Fondler, St. Paul Pioneer Press Business News Editor

5. What are some social media must dos and never dos?

TS: Stone said to keep Twitter feeds more professional than personal. "Be specific. Be precise." He added, "We use Twitter a lot as a reporting tool. Facebook provides us an opportunity to engage in the conversation."

KH: "Be smart -- don't feed the trolls." Hinck also said to acknowledge any mistakes quickly, and to think before you retweet. "Choose one or two networks to focus on. Define your goals and measure those goals."

DD: "Don't be boring." DeYoung highlighted General Mills and Target as two brands that have excellent social media promoting blog content. DeYoung also recommended monitoring all streams of social media mentioning your company. He encouraged companies to make the Twitter handle easy to find on the website home page and in press releases.

DF: "Recognize that companies can't control the messages in social media." In regard to negative stories, he said, "Don't lie. Provide us with access. We'll make every opportunity to be fair." Some aspects of news criteria that Fondler mentioned were: Is it new? Is it unique? Does it touch a lot of people's lives? Is it local?

The panelists also mentioned that they still use wire services, such as Business Wire or PR Newswire.

How to opt out of Google shared endorsements

On Friday, Google announced an update to its terms of service that includes something called "shared

An example of Google shared endorsements.

endorsements." Scheduled to roll out Nov. 11, shared endorsements essentially allow Google to include adult users' names, photos and comments in ads shown across the Web. The shared endorsements will be based on ratings, reviews and posts that users have made on Google Plus and other Google services.

Does this sound a bit like Facebook's "Sponsored Stories"? Indeed. Hopefully learning from the recently settled $20 million class action lawsuit against Facebook regarding Sponsored Stories, Google is providing a way for users to opt out of shared endorsements.

Here is a quick way to exclude yourself from Google's shared endorsements (Note: If you are under 18, you may see shared endorsements from others but your own name and profile will not be paired with shared endorsements in ads and certain other contexts.):

• Visit the Google terms of service update and click on "Shared Endorsements setting" under the first bullet.
• Scroll down and uncheck the box next to "Based upon my activity, Google may show my name and profile photo in shared endorsements that appear in ads."
• Click Save.

If you own or manage a Google Plus page (such as one for an organization), there's a slightly different approach to opting out of shared endorsements:

• On the left-hand "Home" menu, drop down to choose "Dashboard."
• Click on "Settings" on the right.
• Scroll down to where it says "Shared Endorsements."
• Click "Edit."
• Scroll down and uncheck the box next to "Based upon my activity, Google may show my name and profile photo in shared endorsements that appear in ads."
• Click Save. 

One note from Google:  "Changing this setting does not impact how your Page's name and photo might look in a shared endorsement that is not in an ad — for example, when your Page shares a music recommendation that is displayed in the Play Store. You can limit the visibility of activity outside of ads by deleting the activity or changing its visibility settings."