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Thursday, March 31, 2005

Senior Account Manager @ Snow Communications

Senior Account Manager
Snow Communications

Practice PR at a small, award-winning agency where our high standards and proven ability bring outstanding value to both global clients and startup companies.

Qualifications include: 5-7 years agency experience, drive and commitment to career growth, self starter who needs minimal supervision, excellent writing, editing and pitching skills.

To apply, send a resume to:
Susan Schneck
Snow Communications
Suite 300


Nothing to do this Summer? Here you go...


The spotlight again shines on North Dakota beginning next week as North Dakota Tourism television and magazine advertising debuts throughout the Upper Midwest. Meanwhile, marketing in Canada is being expanded to more cities in neighboring Manitoba and Saskatchewan.

Tourism's advertising campaign is targeted at people living within 1,000 miles of the state's borders and history buffs motivated to travel to North Dakota because of the state's rich cultural heritage and history.

Network and cable television ads will appear in Nebraska, Iowa, South Dakota and Minnesota beginning April 4.

Print ads will appear in AAA Tourbook, Travel America, Friendly Exchange, Midwest Living, Good Housekeeping, Better Homes and Gardens, Ladies Home Journal, Arthur Frommer's Budget Travel, American Heritage, AAA Home and Away, the Lewis and Clark Travel Planner and Guide, USA Weekend Travel Service, Valassis Vacation Values, Midwest Vacation Guide newspaper insert, Trailer Life and Motorhome. North Dakota ads will also appear in Minneapolis editions of Parenting, Family Fun and Child.

In July, radio ads and newspaper inserts are planned for eight Canadian markets, including Brandon and Winnipeg, Manitoba, and Regina, Saskatoon and Estevan, Saskatchewan. A North Dakota ad will also appear in two Canadian travel magazines: Going Places Manitoba and Westworld Saskatchewan.

"We're expanding our marketing efforts in Canada to take advantage of the favorable currency exchange rate and because Canadians have responded favorably to our marketing in 2003 and 2004 with more of them traveling to North Dakota," said North Dakota Tourism Director Sara Otte Coleman.

North Dakota's television, radio, newspaper and magazine ads continue to build on the Legendary brand strategy begun three years ago. The Legendary theme focuses on North Dakota's rich history and culture on a backdrop of scenic beauty with fun things to see and do. The theme is meant to appeal to the touring market, considered the most lucrative market among all segments of the travel industry.

Coleman said, "Our research shows that the Legendary brand is resonating with our target audience and is making an impact. The research shows the Legendary message is motivating people to come to North Dakota. Our advertising investment is delivering an excellent return on investment. In 2004 the advertising returned $55 million in increased visitor spending to the state. For every dollar we invested in advertising, the state got $55 back in visitor spending."

According to the study, conducted in the U.S. and Canadian markets where North Dakota's ads appeared, Tourism's advertising resulted in 481,200 overnight and day trips taken by U.S. citizens and 50,900 trips by Canadians.

The study shows state government received an estimated return of $3.2 million on the $1 million advertising investment in the form of sales tax revenue generated by visitor spending at restaurants, hotels, motels, retail stores, recreation facilities, and gas stations.

North Dakota's tourism industry continued to show growth in 2004. A leading indicator of visitors to the state is the lodging tax, which showed an over-the-year increase of 10 percent. Another strong travel indicator is the statewide hotel occupancy rate, which was up 2.7 percent over the year.

"As North Dakota's second largest industry, tourism is an economic engine for the state. We know that tourism has the ability to affect all areas of North Dakota," Coleman said. "We still have tremendous opportunity for growth. We're confident 2005 will be another successful year for North Dakota's tourism industry.

"Our advertising campaign truly shows what a great place North Dakota is to visit and the diverse vacation experiences the state offers."

Wednesday, March 30, 2005


Fleishman-Hillard Inc. today announced plans to launch four new practice groups meeting marketplace demand for strategic communications expertise in the energy, transportation, and travel and tourism industries, as well as structuring a new team devoted to helping companies inject creativity into their business processes to drive innovation.

“One of the assets that truly sets Fleishman-Hillard apart is a strong, proven practice group structure that brings together counselors from around the globe and focuses their expertise on client needs,” said John Graham, the firm’s chairman and chief executive officer. “These four new practice groups are just the latest example of our ability to organize our best and brightest – consistently and seamlessly – to drive results for our clients across a broad range of industries and disciplines.”

The company’s new full-service practice groups will include:
Energy – Provides communications counsel to clients in the exploration and production, refining and marketing, petrochemical oil field services, and utilities and alternative energy businesses, as well as professional service firms whose clients and prospects include energy companies. Helps clients create and maintain productive dialogues with all audiences critical to their success – from legislators, regulators, customers, suppliers, and investors, to employees, communities, consumers, the media, and various advocacy groups.

Innovation – Through a consultative approach, helps clients demystify the creative process, inject a new level of inspiration and strategy into their processes, and cultivate an environment of systematic teamwork and brainstorming that ultimately drives innovation. The new practice group responds to a fast-growing demand – cutting across virtually all markets and industry sectors – for practical understanding and application of the principles of “fresh” thinking, new ideas and innovation. In a recent survey of CEOs of America’s fastest-growing companies, 70 percent said that innovation is among their top-five most important success factors.

Transportation – Helps clients create new opportunities, leverage trends and conditions that require forward-thinking approaches, and communicate with clarity and conviction to audiences across a wide range of sectors, including: automotive, trucking, aviation, airports, highway, rail, bus, transit, and ports. Services include public affairs, crisis communications, media relations, community relations, creative services, marketing, and brand management.

Travel and Tourism – Combines understanding of dynamic travel lifestyles, trends, and atmospheres into strategic communications best able to reach today’s travel consumers. Fleishman-Hillard’s experience in travel and tourism represents every segment of the industry, from hotels and airlines, to theme parks, online travel services, and national and international destinations. The agency also has experience with regional and international tourism boards, the gaming industry, and convention and visitor bureaus.
The announcement follows the company’s November 2004 launch of FH Out Front, a practice group designed to reach the gay and lesbian community and intended to be the most comprehensive public relations/marketing communications team of its kind at a major public relations firm in the United States. In total, Fleishman-Hillard’s capabilities have grown to include 19 full-service practice groups, with communications expertise in the aforementioned industries as well as: business-to-business marketing, business-to-consumer marketing, corporate reputation management, financial communications, food and agribusiness, healthcare, homeland security, interactive, internal communications, litigation support, multicultural, public affairs, social impact marketing, and technology.

The energy practice group will be co-chaired by Russell Johnson, based in the agency’s Houston office (FH Houston), and Richard Mullinax (FH Dallas). The innovation group will be co-chaired by John Armato (FH New York), Bette Levin (FH Washington, D.C.), Hayley Sumner (FH Los Angeles), and Kathie Thomas (FH St. Louis). The transportation group will be co-chaired by Matthew Millard-Beer (FH London), Shin Tanaka (FH Tokyo), and John Undeland (Strat@comm Washington, D.C.). Diana Conconi (FH Toronto) and Dawn Lyon (FH San Francisco) will co-chair the travel and tourism practice group.

SCG Promotes Stephanie Haugan to Account Manager

Strother Communications Group (SCG), a Minneapolis-based marketing/public relations firm, announced that Stephanie Haugan has been promoted to Account Manager. She will be responsible for helping clients communicate effectively with their customers through integrated strategic communications programs.

Haugan, a Minneapolis native, graduated from Loyola University of Chicago with a bachelor’s degree in history. Prior to joining SCG in 2000, she held positions as a trade magazine editor and newspaper reporter for printing, manufacturing and real estate markets.

During her four years at SCG, Haugan has led many award-winning programs including an internal communications program honored at the 2004 Minnesota Public Relations Society of America (PRSA) Classics Awards and an International Public Relations program honor in 2003.

Tuesday, March 29, 2005

Lynch retiring from Carmichael Lynch

After 43 years at Carmichael Lynch, founder Lee Lynch is planning to retire. Get the full story from today's Star Tribune.

Here is another story by Nicole Garrison-Sprenger from the Twin Cities Business Journal on Lynch's retirement.

Monday, March 28, 2005

AWC Spring Professional Development Seminar Features “Smart Web Strategies for Today's Professional Communicators”

Mark your calendar for AWC's Spring Professional Development Seminar on Wednesday, April 27th. This year's theme is “Smart Web Strategies for Today's Professional Communicators.”

Following three very dynamic speakers, we will host an appetizer buffet and networking event. Gwyneth Dwyer, Director of Writing Services at Larsen Design & Interactive, who is covering how to write a great Web site, will review up to five Web sites for content at the event. If you or your company or organization would like to have your Web site reviewed, please contact Barb Ernster at . This is a wonderful opportunity to learn how to sell yourself on your Web site, what needs to be there, and what doesn't. It's also a great opportunity for a non-profit group or small company.

Date: Wednesday, April 27
Time: 1:00 to 5:30 p.m.
Place: The Women's Club of Minneapolis

Please watch for more information on registration coming soon.

Thursday, March 24, 2005

PR Priorities

Part of the reason I started this site was to raise the level of discourse in the PR community when we talk about what it is we do, because I think . Too often PR and spin are used in the same sentence, with out really thinking about what impact that has on our industry.

For example, when we talk about the political world generally we refer to PR as spin. When we do work for an entertainer it is publicity. But when it comes to doing work for a good cause it is consider public relations in the traditional sense. The question is why?

In the coming weeks I am going to try and compile a list of the top ten priorities for Minnesota PR Blog readers. Lets start our discussion.

Is spin a derogatory term? What do you think should be our priorities? Ethics, service to the client, innovative communications? Comment below.

Tuesday, March 22, 2005


Spanlink Communications, a leading provider of IP-based communications and contact center solutions, has hired the Twin Cities office of Weber Shandwick. With more than 16 years of experience and over 2,000 customers, Spanlink offers a variety of products and services, including comprehensive voice-over-IP systems, packaged customer interaction and system management products, as well as custom development, integration and support. Weber Shandwick will work with Spanlink on a marketing communications program to increase its visibility.

"We are proud to work with Spanlink," said Sara Gavin, president of Weber Shandwick's Twin Cities office. "We look forward to leveraging our tech experience to help Spanlink build brand awareness and communicate its messages to the media and key audiences."

Monday, March 21, 2005

Work at SCG!

Account Supervisor/Senior Account Executive

Are you a great writer who thinks strategically with an eye for graphic design? We¹re looking for a polished, smart, curious, and fun team mate to brilliantly contribute to integrated branding, advertising, PR, web and collateral programs national and international B2B and B2C clients. Use your 5-10 years experience , preferably with public relations or marketing communications, to manage accounts at a leading agency. Mail your resume with an engaging cover letter to:

Strother Communications Group
2700 Foshay Tower

SCG strives to create a positive, healthy work environment. To do so, all team members pursue assignments within a values-driven culture. The SCG core shared values are:

1. Knowledge
2. Creativity
3. Putting Others First
4. Mentoring
5. Collegiality
6. Partnership

These values form the basis for our 360 performance reviews, work plans and day-to-day interactions with each other, our vendors and our clients. The qualified applicant brings strong written and verbal communications skills and the desire to exceed our clients¹ expectations.

SCG offers competitive salary and benefits including Medica health and dental coverage, Principal Group 401(k), complimentary short-term and long-term disability insurance, paid personal time off and paid sick leave, summer hours, professional membership dues, tuition for local seminars, free pop and a variety of in-house programs.

Ad Week - RSS Connects PR Shops With Journalist Desktops

In my continuing quest to educate the world about RSS and its value to the PR world, there is a nice piece in AdWeek this week, with a brief quote from your's truly.

Here is an excerpt:
Weber Shandwick's electronic press kits and media alerts now include an RSS news-feed option that allows journalists to learn about RSS and receive a client's news directly on their desktops in real time (much like a typical news ticker). A special newsreader software is required to subscribe to the RSS feed.

"Subscribers are opting in to this service, so if the quality of a particular feed were to decline, they could simply remove it from their reader and no longer receive information from that source. It's content they control," said Robert J. Ricci, director of Web relations at Weber Shandwick in New York.

Said Ryan May, marketing communications coordinator at United Defense in Minneapolis, a Weber Shandwick client that last week adopted the new technology: "All it takes is one reporter, one time, to make RSS worth it."
Get the full story here.

Saturday, March 19, 2005

Work for Russell & Herder Advertising

From Monster:

Russell & Herder is a growing, dynamic AAAA agency specializing in strategic planning, creative development, e-marketing and public relations. We deliver specialized, senior level services to regional and national clients in financial services, building products, health care, hospitality and other industries.

We're looking for a seasoned account supervisor with a passion for strategic client leadership and proven track record. The right candidate will have a Bachelor's degree minimum (Master's preferred), strong agency experience, a commitment to deliver client ROI and the ability to generate creative results within a team environment. Exellent written, interpersonal, relationship-building, project management and presentation skills a must.

Candidates within the Minneapolis area who meet qualifications will be given first consideration. AA/EOE

Company: Russell & Herder Advertising

Friday, March 18, 2005

Behind the Scenes of Popular Twin Cities Special Events: TCF Holidazzle - Fringe Festival - Basilica Block Party

Join Minnesota PRSA for an in-depth look at the marketing and public relations strategies behind three of the Twin Cities' most popular special events.

Fox 9 News Robyne Robinson leads a panel discussion with the top marketing and public relations professionals from the TCF Holidazzle, Minnesota Fringe Festival and The Basilica Block Party. Learn what tools they use to generate interest, draw crowds and surpass expectations year after year.


Robyne Robinson - Anchor, Fox 9 News

Leah Cooper, executive director, Fringe Festival
Kristin Heinmets, Padilla Speer Beardsley for TCF Holidazzle
Steve Rudolph, Karwoski & Courage for the Basilica Block Party

Special Event Raffle!
Each of the events has donated prizes for a special raffle. All proceeds will go to Volunteers of America.

Meeting Specifics:

Thursday, April 14, 2005
Registration: 11:15 a.m. - 11:45 a.m.
Lunch begins: 11:45 a.m.
Program: 12:00 - 1 p.m.
Raffle: 1 p.m. - 1:15 p.m.

Metropolitan Ballroom

Cost: $30 members, $65 nonmembers, $20 students (with valid ID)
Add $10 if registering after noon Friday, April 8
Register By: noon Friday, April 8, to receive the discounted rate.

or call the Minnesota PRSA office at .

Monday, March 14, 2005

MR Instruments Picks Snow Communications To Lead Its Public Relations Program

MR Instruments, Inc, a national supplier of high-field MRI coils, has selected Snow Communications to increase awareness and drive sales via targeted public relations for its innovative MR technology. Snow will manage all external press relations and communications efforts on behalf of the medical technology company.

Snow wins two Dalton Pen awards

Snow Communications, Inc today announced that it has received two Dalton Pen Communications Awards for its public relations campaigns for 3M and the Wonders of Technology event at the Minnesota State Fair. The 3M campaign, titled “3M – Industry Giant Launches a New Technology Product,” was awarded in the PR Campaigns/Media Relations category. The Wonders of Technology campaign, titled “Wonders of Technology at the Minnesota State Fair,” was awarded in the PR Campaigns/Special Events category.

Snow generated exposure in 36 trade magazines for 3M’s Industrial Services and Solutions Division, with a total number of impressions near 15 million in 2004. The media relations program for the Wonders of Technology led to multiple newspaper articles, radio interviews, television news features and nearly 5 million impressions over the two-week course of the event.

The Dalton Pen Award was established in 1993 by Warwick Publishing to recognize and honor projects in the communications field. Snow Communications joins a group of 2005 Dalton Pen Award winners including ESPN, Reebok, the Weather Channel, and the Hewlett-Packard.

Friday, March 11, 2005

Weber Shandwick Wins Seven Classics Awards for Client Work

BLOOMINGTON, Minn. - March 11, 2005 - The Twin Cities office of Weber Shandwick won eight Classics Awards from the Minnesota chapter of the Public Relations Society of America at the organization's annual awards gala held on March 10th.

"It's very rewarding to have our work and our talented staff recognized by our peers," said Sara Gavin, president of Weber Shandwick's Twin Cities office. "The awards validate the quality of work produced by our office and the caliber of clients with whom we have the privilege of working."

In addition to the awards honoring the agency's client work, Weber Shandwick's Dave Mona, chairman and founder of Weber Shandwick's Twin Cities office, received the Padilla Community Classic Award, which honors an individual who has demonstrated a long-term commitment to strengthening the community by sharing expertise and knowledge of public relations with nonprofit organizations.

Weber Shandwick's award wins for client campaigns included:

International Public Relations - Weber Shandwick won on behalf of MasterCard International for the client's global risk management symposium and media relations programming.

Video News Release - Weber Shandwick partnered with Best Buy to produce a VNR, "The Gift of Father's Day Past...and Present."

Audio PSA - Weber Shandwick produced a PSA, "I'm Still Here" for the National Marrow Donor Program.

Media Kit (Services) - The agency developed a media kit, "Building Electronic Bridges for TAS" (Taxpayer Advocate Service), for the Internal Revenue Service.

Media Kit (Events) - Weber Shandwick developed the Home & Garden Show fall edition media kit for dmg world media.

Media Relations (less than $25,000) - Weber Shandwick won for its program "Jenning's Loss on Jeopardy! is H&R Block's Win" developed for H&R Block.

New Media/Technology (Other
) - The agency won on behalf of United Defense for "Lightening the Load," which provided the company's press kit on a pen that served as a writing utensil and a 256 megabyte USB memory drive.

Bottom Feeders? or Entreprenuers?


About twenty Minnesota public relations professionals met Friday to a new television series on MTV.

In case you aren't familiar with the show it is about a real New York PR "pro" named Lizzie Grubman. The show is basically a documentary about her firm and the excapedes she encounters.

It seems Lizzie is also hoping to teach us all a little something about PR. Here first lesson in PR 101 is never lose your cool. Really? That is the first lesson in PR?

I don't want to make this into a bigger deal than it needs to be, but this is our profession's image on the line. The show does little to distinguish between strategic PR and publicity, in fact the show seems to refer to PR and publicity as one in the same.

In the first show, the lack of strategic thought and planning was evident when PoweR Girl, Millie, showed up for an autograph session with no pens and no pictures to sign.

One of the few redeeming qualities to this episode was a statement made by Lizzie, she said, "this business is all about relationships." Of course she lost my support when she continued on saying, "we're professional a** kissers."

Have you seen the show? What do you think? What are some real lessons/rules of PR we should all be familiar with? Post your comments below?

While some, including Lizzie herself, may argue that she is practicing PR in its truest form, it is interesting to note that when she faced a PR crisis herself she looked to an outside PR agency to help.

KSTP-TV plans Monday layoffs

The Business Journal is reporting this afternoon that KSTP, Channel 5, is planning to lay off 10 employees on Monday. From the Business Journal:
General manager Rob Hubbard has scheduled a meeting for Monday to announce restructuring plans. Those plans will include laying off at least 10 staff members -- about 10 percent of the newsroom staff -- according to unnamed staff members.

No on-air personnel will be affected, the paper reported. The layoffs would instead focus on producers and photographers.
Get the rest of the story here.

Minnesota PRSA Classics Wrap up

The Minnesota chapter, Public Relations Society of America (PRSA) honored the finest work in public relations in 2004 during its 27th annual Classics Awards ceremony, held yesterday evening at the Golden Valley Country Club.

Minnesota PRSA presented more than 50 Classics Awards, which are given to public relations practitioners who, in the judgment of their peers, have successfully addressed communications opportunities and challenges with superior skill, creativity and resourcefulness. The "Best of Show" award, which represents the finest example of public relations programming, was given to Select Comfort with Carmichael Lynch Spong for the program, "Uncovering the Key to a Perfect Night’s Sleep."

"Because of the rich pool of public relations talent in Minnesota, we received hundreds of superb entries," explained Shireen Gandhi, APR, president, Minnesota PRSA. "Therefore, the 2004 Classics Awards are an outstanding representation of the achievements realized by local public relations professionals during the past year."

More specifically, Classics Awards are divided into two distinct categories: elements and programs. Classics Element Awards honor the best examples of the components of a program, while Classics Program Awards honor entire public relations campaigns.

In addition, Minnesota PRSA recognized student achievement during the third-annual Student Classics Awards portion of the ceremony. In the category of Special Purpose Publication, Pamela Trainor of St. Mary’s University won for her work with the American Red Cross. For Community Relations/Special Events, Aleesha Christiansen from the University of Wisconsin, La Crosse, was honored for her work with Select Comfort for "Minnesota’s Largest Pillowfight." Lastly, Renee Kelly and Patti Riippa from the University of St. Thomas received the Planning award for authoring the "City Kid Java" 2005 public relations plan.

Since 1978, the Minnesota PRSA Classics Awards have recognized hundreds of organizations and individuals for excellence in public relations. The awards program is sponsored by Minnesota PRSA.

Minnesota PRSA is among the top 10 chapters of the Public Relations Society of America. The chapter is comprised of more than 400 corporate, agency, non-profit and government public relations professionals who are among the 20,000 PRSA members nationwide.

Visit Minnesota PRSA for additional information about the Classics Awards.

Get the Star Tribune story -- Carmichael Lynch Spong wins top PR award -- here.


Classics Complete list of winners

A complete list of Classics Award winners include:
Classics Element Award Winners:
1a. Brochures, Up to 2 Colors
Community Matters: The Cub Foods Contribution Report
Cub Foods with Padilla Speer Beardsley

1b. Brochures, 3 or More Colors
Heart Care Designed for Women
North Memorial Health Care with GeigerBevolo

2. Special Purpose Publications
Heart Care Designed for Women
North Memorial Health Care with GeigerBevolo

3a. Video Programs
A Passion for the Land
Taylor Investment Corp., with Karwoski & Courage

3b. Video Public Service Announcements
Eliminate the Hassle with ePark
Metropolitan Airports Commission with Padilla Speer Beardsley

3c. Video News Releases
The Gift of Father's Day Past ... and Present
Best Buy with Weber Shandwick

4a. Audio, Programs
Testing, Testing 123
IDEXX Laboratories with Colle+McVoy Public Relations

4b. Audio, Public Service Announcements
I'm Still Here
National Marrow Donor Program with Weber Shandwick

4c. Audio, News Releases
United Health Foundation State Health Rankings
United Health Foundation with Fleishman-Hillard

5a. Annual Reports, Business/Industry
An Evergreen Annual Report - 2004 CNS
CNS Inc., with Padilla Speer Beardsley

5b. Annual Reports, Government/Nonprofit
Big Brothers Big Sisters Report to the Community
Big Brothers Big Sisters with Mindspark Creative

6a. Media Kits, Products
Zen and the Art of Lawn Mowing
Lawn-Boy and LaBreche Murray Public Relations

6b. Media Kits, Services
IRS: Building Electronic Bridges for TAS
IRS with Weber Shandwick

6c. Media Kits, Events
Home & Garden Show Fall Edition Media Kit
dmg World Media with Weber Shandwick

6d. Media Kits, Other
A Legacy in Ice: The 2004 Ice Palace
Saint Paul Festival and Heritage Foundation with Padilla Speer Beardsley

7b. Newsletters, 3 or More Colors
The Sales Rep that Fits in Your Mailbox
Nestle Purina with Colle+McVoy Public Relations

8a. Magazines, Internal
Inside Thomson, Employee Magazine of The Thomson Corporation
Thomson Legal & Regulatory

8b. Magazines, External
Cooperative Partners
CHS-Land O'Lakes with Colle+McVoy Public Relations

9a. Media Relations, Business/Industry Budget < $25,000
Jennings' Loss on Jeopardy! Is H&R Block's Win
H&R Block with Weber Shandwick

9b. Media Relations (Business/Industry) Budget > $25,000
Drinks on the House with New Skybox by Maytag
Maytag with Carmichael Lynch Spong

9c. Media Relations (Government/Nonprofit)
Dazzlin' for a Dozen Years: The 2003 TCF Holidazzle Parades
Minneapolis Downtown Council with Padilla Speer Beardsley

10. Feature Writing
Article Takes Stock of Corporate Culture in Acquisitions
Pentair Inc., with Carmichael Lynch Spong

11. Technical Writing
Solae Soy Reformulation Article
The Solae Company with Fleishman-Hillard

12. Speech Writing
It's a Little Known Fact - The History of Office Products
Smead with Strother Communications Group

13a. New Media/Technology, Web Sites (Internet or Intranet) A Weblog Worthy of the Maytag Skybox
Maytag with Carmichael Lynch Spong

13b. New Media/Technology, CD-ROM
SVHarbor Web Portal: Quick Start Reference Guide
Supervalu with Padilla Speer Beardsley

13c. New Media/Technology, Other
Lightening the Load
United Defense with Weber Shandwick

14. Creative Tactics
There is an "I" in Team: CLS' National Championship Year
Carmichael Lynch Spong

15. Research
Delivering Insights from Donaldson Distributors
Donaldson with Strother Communications Group

16. Evaluation
Impressive Results: eClip Report Delivers
3M ESPE with Karwoski & Courage

Classics Program Award Winners:
17a. Community Relations, Business/Industry
Sharing Beds with Celebs for Charity
Select Comfort with Carmichael Lynch Spong

17b. Community Relations, Government
A Legacy in Ice: The 2004 Ice Palace
Saint Paul Festival and Heritage Foundation with Padilla Speer Beardsley

18a. Institutional Programs, Business/Industry
Diving in: The Repositioning of Pentair, Inc.
Pentair Inc., with Carmichael Lynch Spong

18b. Institutional Programs, Government/Nonprofit
Olive Oil Stakes a Fruitful Claim
North American Olive Oil Association with Colle+McVoy Public Relations

19a. Special Events and Observances (Less Than 7 Days), Business/Industry
Vision Takes Form: Protein Design Labs Grand Opening
Protein Design Labs with Padilla Speer Beardsley

19b. Special Events and Observances (Less Than 7 Days),
Party that Begot all Parties: The Tenth Anniversary
Basilica Block Party with Karwoski & Courage

20a. Special Events and Observances (More Than 7 Days), Business/Industry
Calling All Shower Singers
American Standard with Carmichael Lynch Spong

20b. Special Events and Observances (More Than 7 Days),
A Legacy in Ice: the 2004 Ice Palace
Saint Paul Festival and Heritage Foundation with Padilla Speer Beardsley

21a. Public Service, Business/Industry
Protecting America's Home on the Range
BASF Professional Vegetation Management with Padilla Speer Beardsley

21b. Public Service, Government/Nonprofit
A Hot Topic in the Canadian Arctic
Arctic Transect 2004 with Strother Communications Group

22b. Public Affairs, Government/Nonprofit
Midwest Fair Trade Coalition
Midwest Fair Trade Coalition with Padilla Speer Beardsley

23b. Marketing Services (New) Budget > $25,000
Heart Care Designed for Women
North Memorial Health Care with GeigerBevolo

23c. Marketing Services (Established) Budget < $25,000
Coach Care Bumper-to-Bumper Service
Onan Corporation with Karwoski & Courage

23d. Marketing Services (Established) Budget > $25,000
Uncovering the Key to a Perfect Night's Sleep
Select Comfort with Carmichael Lynch Spong

24a. Marketing Products (New) Budget < $25,000
Swivel, Flash, Drive into Saturated Flash Market
Imation with Fleishman-Hillard

24b. Marketing Products (New) Budget > $25,000
Pillsbury Unveils Innovation That's Easy as Pie
General Mills with Colle+McVoy Public Relations

24c. Marketing Products (Established) Budget < $25,000
Fast Horse "Generates" Quick Results for Northern Tool
Northern Tool & Equipment with Fast Horse

24d. Marketing Products (Established) Budget > $25,000
Champion, Michigan Goes Plunger Free with the Champion Toilet
American Standard with Carmichael Lynch Spong

25. International Public Relations
Master Card Global Risk Mgmt., Symposium and NameProtect Announcement
Master Card International with Weber Shandwick

26a. Crisis Communications, Business/Industry
From the Top Down - Unexpected Resignation of CEO
Plato Learning with Padilla Speer Beardsley

27. Internal Communications
Shared Values build SCG's Brand and Business
Strother Communications Group

28. Investor Relations
Preserving Shareholder Value Amid Accounting Issues
Vital Images with Padilla Speer Beardsley

29a. Integrated Communications, Products
Diamond Crystal: Worth its Weight in Salt
Cargill with Carmichael Lynch Spong

29b. Integrated Communications, Services
Heart Care Designed for Women
North Memorial Health Care with GeigerBevolo

Thursday, March 10, 2005

Tonight's the Big Night

In Minnesota Public Relations tonight is the big night. PR pros from the mid-west will gather tonight at the Golden Valley Country Club in the hopes of winning a PRSA Classics award.

Curious who the finalists are? Get a complete list here. Be sure to visit MNPR.BLOGSPOT.COM tomorrow for a full report on the event.

Tuesday, March 08, 2005

WOM -- What is it?


WOM marketing is a term I ran into the other day on the internet, it is an acronym for Word-Of-Mouth marketing. Organizations like, BzzAgent, are taking WOM to a whole new level recruiting internet users to test products and give their feedback.

The idea is that if you can get people to try your product they will talk about it with their friends and get them interested as well. While the term WOM might be new to you, word-of-mouth marketing is anything but new. P.T. Barnum used it to hype his circus and it has been roaring ever since.

In 2002, entrepreneur Magazine published an article titled Word-of-Mouth: The World's Best-Known Marketing Secret, in it author Ivan Misner describes how something can be the best-known and still be a secret. "Practically every businessperson knows how important word-of-mouth marketing is. Yet almost no one truly understands how to build their business through word-of-mouth."

Here is part of Misner's article:

How can you deal with negative word-of-mouth? Try these strategies.

1. Diversify your networks. I believe that most business professionals are cave dwellers. They get up each morning in a large cave with a big-screen TV called their home. They go out to their garage and get into a little cave with four wheels called their car. They go to another really big cave with plenty of computers called their office. At the end of the day, they get back into their little cave with four wheels and drive back to the large cave with the big-screen TV, and they can't figure out why no one is referring them. If you want to build your business through word-of-mouth, you have to be visible and active in the community by participating in various networking groups and/or professional associations.

2. Develop your contact spheres. Contact Spheres are businesses that are symbiotic and noncompetitive to you. For example: a lawyer, an accountant, a financial planner and a banker. All of them have clients with overlapping similar needs. They can all work with and refer each other easily. Another good example is what I call the wedding mafia: a florist, a photographer, a travel agent and a jeweler. A referral for one of them becomes a referral for all of them. You should immediately determine what professions fit within your Contact Spheres and start developing relationships with them.

3. Word-of-mouth is more about farming than it is about hunting. Building your business through word-of-mouth is about cultivating relationships with people who get to know you and trust you. People do business with people they have confidence in. One of the most important things I've learned in the past two decades is this: It's not what you know, or who you know, it's how well you know them that counts. If you go into this process understanding this one key point, you will have a better opportunity to build your business through word-of-mouth.
What are you doing to spread WOM for your company?

Friday, March 04, 2005


Twin Cities Office Wins For its Campaign for The U.S. Department of Treasury
and the Federal Reserve Bank

BLOOMINGTON, Minn., March 4, 2005 - Weber Shandwick was named Agency of the Year by industry publication PRWeek, and the firm's Twin Cities office won first-place honors for its work with The U.S. Department of the Treasury and the Federal Reserve Bank.

Weber Shandwick, The U.S. Department of the Treasury and the Federal Reserve Bank won for the Best Use of Research and Measurement for "From Paper Checks to Go Direct," a grassroots campaign that encourages direct deposit sign-up for Social Security beneficiaries. As a result of Weber Shandwick's efforts, tens of thousands of people living in Chicago, Dallas, San Antonio, Houston and Puerto Rico communities now directly deposit their checks into bank accounts. The client also was nominated along with Weber Shandwick for PR Innovation of the Year, "Connecting With Our Roots: Weber Works for Grassroots."

The Twin Cities office of Weber Shandwick is the leading public relations office in the upper Midwest, offering consumer, corporate, financial services, healthcare, public affairs and technology communications and marketing expertise. The office represents a variety of national and local clients, including The Internal Revenue Service, Deluxe Corp., Lawson Software, the Mall of America and Polaris Industries.

Weber Shandwick, a unit of The Interpublic Group of Companies (NYSE: IPG), is one of the world's leading public relations agencies, with offices in major media, business and government capitals around the world. Weber Shandwick is a leader in marketing public relations, public affairs and corporate communications counseling, and also provides services in advocacy advertising, market research and visual communications. Find out more at

The Interpublic Group of Companies is among the world's largest advertising and marketing services organizations.


Wednesday, March 02, 2005

Ad Fed -- Alive After Five

Alive After Five

Date: Thursday, April 7

Time: 5:30 - 9:00 p.m.

Location: Fhima's
6 West 6th St.
St.Paul, MN 55102

Cost: $25, Members; $35 Non-Members/Guests

Please join us for a fun French Mediterranean experience, tasty and exotic appetizers, special Mediterranean Martini, and great company. While you nosh and network, don?t forget to pick up your complimentary Le Card, which entitles you to exclusive restaurant and theater privileges.

Amanda Brinkman :: Fallon Minneapolis ::

Marketing/Communications Writer @ PLATO

From Monster:

The Marketing Communications Writer will play an integral role in the creation and execution of customer communication and marketing campaigns. He/she will work closely with creative designers and marketing communications managers and will report to the Director of Corporate Communications. The position requires an understanding of the impact of words, images, and design on marketing and corporate communications.

Projects include developing, writing, and editing copy and creative copy for a variety of corporate communications and marketing collateral including advertising, direct mail, data sheets, flyers, white papers, product brochures, and web content. He/she will work closely with PLATO Learning’s creative services team to ensure the consistency of our brand, tone, and message. In addition, this person will provide support for writing projects driven by other departments such as finance, HR, and operations.

Job Description:
Copy Writing
  • Write print and online marketing and corporate communications materials used in PLATO Learning’s marketing efforts, both internally and externally
  • Create engaging, compelling, and persuasive copy for marketing materials and general communication pieces
  • Develop tone, style, content and format that supports marketing and communications strategies, messages, and programs
  • Strategize as part of the marketing communications team and collaborate on advertising copy and other external messages
  • Research, fact-check and proofread for spelling, grammatical, style and content.
  • Ensure that all copy adheres to PLATO Learning’s copy standards and style guidelines
  • Ensure quality/consistency of copy produced by other departments; identifies any related copy issues to management
  • Interview internal and external contacts as needed to obtain objectives and content for each project
  • Ensure that copy meet projects’ objectives
  • Ensure that the highest level of quality is maintained during the development of all projects, which includes spell checking, proofreading, and quality-checking all work
  • Proactively recommend copy standards and related policies to management
Workflow/project management:
  • Accurately forecasts, and commits to, completion dates for each project, as approved by management and requestor
  • Exercise sound judgment in prioritizing projects; meet project schedule. Immediately notify management if unable to meet any given deadline; proactively provides alternative solutions to ensure deadline is met.
  • Working with other departmental team members, maintains a positive, effective workflow for all projects. Maintains all pertinent project information in project job file and ensures information is accessible to all others in department. Proactively provides any appropriate suggestions for the improvement of workflow processes.
  • Maintains pertinent date/information on all projects in computerized “tracking system.” Utilizes all other departmental procedures/processes.
  • Consistently stay abreast of all new product and corporate announcements
  • Monitor work of external resources, ensuring that all quality standards and deadlines are met.
  • Using PC-based presentation software programs, create and/or modify corporate presentations as assigned.
  • Utilizes Adobe Acrobat and other software applications for preparing items for use on the World Wide Web and internal distribution.
  • Works with the company’s outside agencies as assigned.
  • Attends departmental meetings to present project status report and address questions.
  • BA/BS in journalism, English or communications preferred
  • 3–6 years of copy writing/editing experience in a marketing communications agency or corporate marketing department required
  • Fluency in Spanish is preferred
  • Familiar with a variety of advertising and marketing communication concepts, practices, and procedures
  • Strong organizational skills and the ability to manage multiple projects independently under tight deadlines
  • PC experience is required; working knowledge of Microsoft Office Suite
  • Direct marketing experience is highly desirable
  • Must be able to handle multiple projects simultaneously
  • Must be well organized
  • Must be able to incorporate feedback from a variety of sources
  • High energy and ability to work independently are critical
Portfolio of marketing writing samples required.

Company: PLATO Learning Inc.
Reference Code: MktgCommWrt-Corp

Tuesday, March 01, 2005


Robert Hanvik has joined Fleishman-Hillard International Communications as a senior vice president. In his new position at one of the world's leading public relations firms, Hanvik will lead the Minneapolis/St. Paul office's healthcare practice group, reporting to Frank Parisi, general manager and partner.

Fleishman-Hillard's healthcare practice group -- which ranks No. 1 in the United States and is a global leader -- is made up of more than 300 communications professionals around the world, several of whom work in the Minneapolis/St. Paul office. Because of its global reach, Fleishman-Hillard brings best practices, new techniques, industry learnings, and breaking trends from around the world to its clients in Minnesota.

"We are extremely pleased to welcome Bob to Fleishman-Hillard," explained Parisi. "Healthcare organizations today operate in a complicated and competitive environment. Bob possesses a deep understanding of such market complexities as well as the ability to develop communications strategies that deliver results. He'll be a valuable asset to our clients and a strong leader for our office."

Hanvik joins Fleishman-Hillard from Medtronic, Inc., where he served as senior director of global public and media relations. His responsibilities involved extensive healthcare trade, financial and consumer media relations; issues management; and product publicity for the company's business units. Previously, Hanvik worked at several communications firms where he developed expertise in pharmaceuticals, finance/banking, entertainment, sports marketing, retail, technology, manufacturing, and investor relations.

Hanvik earned his bachelor's degree in journalism from the University of St. Thomas.

Opus Chooses Weber Shandwick

The Twin Cities office of Weber Shandwick has been named agency of record for national real estate developer, Opus Corporation.

Weber Shandwick's corporate, community and public affairs practice will provide media, public relations and marketing communication support to the company, which specializes in real estate development, architecture, engineering, construction, property management, financing and leasing and sales.

"We are thrilled to be expanding our relationship with one of the nation's most admired real estate developers," said Sara Gavin, president of Weber Shandwick's Twin Cities office. "We have a lot in common with Opus, with regard to being a national player with strong local roots. We look forward to helping Opus further enhance its stellar reputation."

PR Industry Speaking out Against MTV's "PoweR Girls"


If you haven't heard yet MTV is coming out with a new show that tells the world what it is really like to be a PR professional - "sometimes glamorous, sometimes stressful but always exciting."

In other words, like most MTV shows it is more about good looking women, who drink too much, running around gossiping about the fashion, men and sex. In response to this show many in the PR community are speaking out. PR NEWS Editor Matthew Schwartz issued a news release yesterday making himself available for comment from now until the premier of the show on March 10.

So why should people in the PR community be upset by MTV's character assassination of PR professionals? As Schwartz put it in his new release, because "public relations professionals in corporations, non-profits, agencies, education and government play a vital role in helping communicate essential messages to critical audiences around the world. Being in the business takes skill, wisdom, honesty and integrity and in many cases, true grit - especially when trying to tell the cold truth to high-powered C-level executives who sometimes care not to hear it. And to portray PR as an endless party is wrong, misguided and dangerous."
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