It is common for specialty schools to be so busy that they do not think about marketing their school for future students. One of the best things a specialty school can do for itself is invest time in learning how to work directly with the press. Local media can be a valuable marketing tool of advertising one’s specialty school or college to the general public.

Expanded communication is important for specialty schools that rely on a certain audience for enrollment. By making communication a priority, a school can make a marketing campaign that includes determining their image and what makes them better than comparable schools. Find a compelling story that aligns with your school’s purpose and use it to market your school and its success.

In many cases, administrators do not understand the real value of cultivating good public relations skills. It’s time to change thinking as a school ultimately is a business and this enrollment is the return on investment. The benefits of becoming more proactive will lead to a more positive future for the specialty school or college.

“Any school, whether public or private, will go through these complex image problems. Ultimately a specialty school or college’s first priority should be the health, safety and well-being of their students and staff. With that, it’s important to continuing adding to the dynamic of the school and gain more students over time,” said Cindy Nichols, who runs a school that teaches students how to become a flight attendant.

A specialty school such as TheTravelAcademy.com will need to learn their audience and how to market to them.

"Job fairs are a great way to find potential students who are looking for a career or a school to attend during their transition period," said Brooks Hitchcock, marketing spokesperson for a Minneapolis tree service. "Marketing to high school seniors is another valuable way to gain new students. Whatever marketing campaign is used, it’s important to devise valuable approaches to continuing enrollment so the success of a school continues time and time again."

Sara Gavin, president of Weber Shandwick North America, received the Donald G. Padilla Distinguished Practitioner award at this year's Minnesota PRSA Classics Awards.

• Listen well.  Most situations have nuances, considerations and complexities.
• Integrity is core.
• Kindness and attentiveness matter. That doesn’t mean you have to be a milquetoast or are absolved from making tough decisions. But we work for and through and with people.
• Be an avid learner. Our discipline – and marketing services, generally – are on a bullet train of change.
• This profession requires that we work very hard. So seek out – and help actively create – an environment that attracts and keeps talented people, infuse it with creativity, openness, humor, laughter and fun. It’s our jet fuel.

Sara Gavin, President of Weber Shandwick North America

• Be insatiably curious. 
• With all the skills, knowledge and teamwork that it takes to build out an integrated solution, give up on the idea that you’ll be the smartest person in the room. Hone your teamwork skills. Share credit generously.
• Be comfortable in your own skin. Be yourself very well.
• Mistakes can be your friend, if you choose to learn from them.
• Be aware of your sphere of influence (you have one) and use your personal agency to improve the work we deliver, and the workplace.
• This one is important: Find a place that fits for you, that aligns with your temperament and work style. Be on the lookout for a place that values innovation, even though it is hard work.
• Last, have fun. Sweat the details of course, but don’t worry too much. Embrace the ride. It’s a good one. 

relations, events and social media projects. She also worked as a community management ambassador at Periscope by monitoring social media channels for a major restaurant brand. Previously, she worked as a marketing and communication intern for Wishes & More, a local wish-granting nonprofit organization. Lilliencrantz is a recent graduate of the University of St. Thomas, where she earned a degree in Communication and Journalism with an emphasis in Public Relations and a minor in Business Administration.

With 93 percent of online experiences beginning with a search engine, search engine optimization (SEO) has become a necessity for website owners. To assist businesses nationwide in harnessing the marketing power of SEO, PR Caffeine has launched EspreSEO.

Edward Hoffman, a food and beverage marketer with more than 20 years of industry experience, has joined as senior vice president and leader of the agency’s Food, Beverage and Nutrition Group. He’s based in the agency’s New York office.

Minneapolis-based advertising agency Clarity Coverdale Fury announced yesterday that has been named Director of Brand Development.

If you are a public figure or you work in a leadership role for a business, being placed under arrest or being charged with a crime can seriously damage your reputation and also the survival of the professional organization in which you are employed. Even if you are found not guilty or if the charges are dropped, repairing your damaged public image can be a difficult process.

Times have changed. In the past, the public had a limited number of resources in which to secure real-time information. They had to form their opinion based on information that the major news outlets provided them. Today, we are in the age of information. Because of the Internet, any subject that the public wishes to “dig deeper” into is just a click away. This is why – if you or your brand has acquired legal problems – you should expect that the public will know the details of your case.

Five professionals with knowledge in legal public relations (PR) or crisis management have provided the following PR tips that you should employ if you ever find yourself in legal trouble while you are in the public eye.

Be transparent.

“Because of the Internet, the public may have access to detailed information regarding any legal case. This is exactly why many public figures get into trouble. They lie. Your public image is already in jeopardy. If you are caught being dishonest when you discuss the case, you have dug yourself into an even deeper hole.”

– A spokesperson for Mauzy Criminal Defense Attorneys.

Own up to your mistakes.

“You would be surprised by how forgiving the public can be if you do not try to run and hide from a situation. When John F. Kennedy admitted his wrongdoing and misjudgements after the disastrous Cuban Missile Crisis, his approval ratings quickly rose. Although he was not charged with a crime, this situation proves that the public may in fact forgive you if you simply fess up.”

– A spokesperson for Beedem Law.

Try to use humor.

“Depending on what your specific legal dilemma might be, it might be wise to consider using humor to lighten the situation. Of course, humor would not be appropriate if you were charged with a crime that involved a tragedy.”

– A spokesperson for Expungement Lawyer MN.

Make sure that you have thought carefully about your response.

“When it is time to face the public, do not make the mistake of coming up with a response on the spot. Make sure that you have thought carefully about what you will say. After all, every word matters in a fragile situation. Saying one wrong thing can mean the end of your public image as you know it.”

– A spokesperson for Erotas Building Corporation.

Make it easy for reporters to get information.

“When you fail to cooperate with reporters, you should know that doing so might – in a way – turn them against you. On the other side, providing them with as much information as you can and being openly available will help you develop a better relationship and it will work in your favor. This is especially important when your brand has come under legal fire.”

– A spokesperson for Windsor Companies.

Carefully monitor what is said about your brand.

"When your reputation is in trouble (such as when you have been accused of a crime), spend time monitoring what has been said about you in the media before you make a statement. This will allow you to form a much more educated and effective response."

– A spokesperson for Corporate Mechanical.

Keep your company organized.

"When your organization is in legal trouble, it is reasonable to believe that panic will ensue within the office. It is crucial that you do what you can to maintain order so that everyone can work together to figure out the best possible solution."

– A spokesperson for Central Roofing Company.

Make sure that you fully understand the impact of your response.

"Before you make a statement to the public regarding your legal problems, carefully study the possible influence that your response will have on your business. How have other organizations facing similar situations responded and how did their response impact their business and their revenue?"

– A spokesperson for Altemp Mechanical.

Get ahead of the problem.

"If your organization is in legal trouble, begin considering your PR strategy as early as possible. This will allow you to get ahead of the crisis. Create a detailed plan for your response to ensure the security of your reputation and your productivity."

– A spokesperson for Dean Bjorkstrand Landscaping.

Clinton Forry has joined Weber Shandwick as Vice President of content strategy. Forry has 15 years of experience working at various firms, including Ameriprise Financial Services, Brain Traffic and Public Radio International. He strives to help clients create content strategies that tell good stories, from beginning to end – incorporating market and industry analysis, social media engagement, editorial content creation, information architecture and every other aspect of content marketing.
Forry brings his expertise in planning, producing and editing content across many media to Weber Shandwick’s growing network of creatives.

Asked about the essence of content strategy, he says, “Clients, businesses and organizations are pressured to do more and more to keep up with everything. My perspective as a content strategist is to do more of what’s right, and less of what’s not working. And that requires making hard decisions, some soul-searching and paying attention to other industry trends, analytics, and the like.”

Learn more here.

Griffin Archer, a Minneapolis-based advertising agency, has been selected by Sotéa to help reposition and rebrand their carbonated tea products. Griffin Archer will partner with CPG Advisors to introduce the brand to the national stage through a holistic brand engagement and retail strategy. Sotéa, a Wisconsin-based, family-owned business is poised for success on a national level with their unique, authentic green tea products as a formidable alternative to traditional soda choices.

I recently discussed three public relations tips for healthcare providers. With healthcare being such a diverse and significant field, I feel that it the topic should be examined further. My previous article discussed PR actions that you should take in order to enhance your healthcare brand’s reputation. This time, I am discussing three PR mistakes that doctors, medical offices and all healthcare-related organizations should avoid.

Mistake #1: You fail to consider the local population.
When you are creating news releases and materials for media communications, do not write only for a broad audience. Consider the local population. Why? It is because people will have an easier time relating to news that is associated with their immediate surroundings. For example, those looking for allergy information in Minnesota will want to know about local allergens and not those in Florida.

Mistake #2: You do not write your media releases for a specific reporter or media personality.

“In order to successfully distribute your healthcare press releases via a reporter, make sure that you have written your material with that specific reporter in mind,” said a spokesperson for Pain and Brain Healing Center. “Check out the articles that they have published and make sure that your notes follows a similar format.”

Mistake #3: In your press release, your first paragraph is…boring.

From a marketing perspective, healthcare is an incredibly competitive industry. That is why – when it comes to written healthcare-related PR material or marketing articles – you truly need to grab the reader’s attention right away. If you do not do so quickly, it is unlikely that your readers will continue reading this or any article that you release.