Just how important is research in public relations?

By Megan R. Auren Where research fits into public relations Public relations activities are often explained with acronyms like ROPES and RACE. ROPES: Research, objectives, programming, evaluation, stewardship. RACE: Research, action, communication, evaluation. It is important to note research is the foundation of all public relations activities and should operate on a continuous cycle. However,…

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The importance of follow-up calls in media pitching

By Aliki Vrohidis The art of the media pitch is a difficult skill to master. Media pitching begins with a newsworthy story, customized media list and typically, a specially crafted email. After delivering what you think is a brilliant, personalized pitch, reporters may take hold to the idea or may not even respond.   The question of…

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Benefits of media coverage

Despite the fragmented nature in which people receive information today, there’s still value in using media relations to secure a positive story in traditional media outlets. Some of the benefits of media coverage on a TV or radio station, or in a newspaper or magazine include: Visibility. In my hometown of Minneapolis, the Star Tribune…

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What does a PR professional do?

By Aliki Vrohidis A common question I receive from family, friends or potential clients is, “What does a PR professional do?” It’s one I’ve found difficult to answer but necessary for others to understand.   The difficulty of this question comes from the many hats a PR professional wears. Responsibilities and tactics vary by industry and…

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My experience using #amazongiveaway

In April I published a book of life lessons I learned from my 93-year-old grandfather, Maynard Johnson. While thinking about ways to promote the book, “Maynard’s Memories: Life Lessons from the Developer of Airlake Industrial Park in Lakeville, Minnesota,” I learned about Amazon Giveaway, an offering from the Internet giant that provides anyone the opportunity to…

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Social media expanding into a community

By Aliki Vrohidis When revamping a brand or taking it to the next level, many managers and executives see the importance of giving social media an overhaul. However, what was once limited to creating a Facebook page has expanded to so much more. At Minnesota PRSA’s most recent event, we sat down with Periscope to…

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Successfully communicating across cultures

By Aliki Vrohidis America is thought of as a large melting pot. Different races, ethnicities and cultures come together, sharing ideas and intermixing values. In regards to communications, though, a one-size-fits-all approach simply does not work. While leaving out groups of society can cause damage to a brand, sometimes these niche messages are not cost…

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Book Review — ‘Become Your Own Boss in 12 Months’

Melinda Emerson’s “Become Your Own Boss in 12 Months” book is the perfect go-to guide for individuals wanting to leave corporate life and transition to becoming an entrepreneur. Now in its second edition, she covers everything that I had to learn very quickly when I was laid off in 2010 and subsequently decided to start…

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