Importance of content marketing

By Brant Skogrand, APR, MBC   “Content marketing is to 2014 what social media marketing was to 2007.” As the opening sentence in Cision’s eBook, “Power Your Story: Content Marketing Essentials for PR,” it provides insight into how integral content marketing is becoming in communications. So what is content marketing, anyway? According to Cision, content marketing…

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Webinars for IT buyers

Interested in capturing the attention of IT buyers? These facts will help you understand how IT buyers watch and share webinars. Seventy-five percent of IT buyers use webinars for their jobs. In fact, it is the most popular information format. Moreover, 60 percent of IT buyers attend webinars weekly or monthly, whereas 39 percent attend only…

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Effective crisis communication

By Brant Skogrand, APR, MBC  A crisis, or a “people-stopping, showstopping event that creates victims” according to crisis communications expert Jim Lukaszewski, ABC, APR, Fellow PRSA, 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. Lukaszewski, however, never worries about…

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Mastering tech content marketing

Everyone seems to be jumping on the content marketing bandwagon. However, not everyone is doing it successfully, which is not good for either party. To help content marketers and consumers alike, check out this infographic, “Mastering Tech Content Marketing.” The infographic shares content marketing best practices and this blog post interprets and then applies a…

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What makes something newsworthy

By Brant Skogrand, APR, MBC   In my work with clients, I always try to find the newsworthy aspects of the information that they want to announce. To assist them in understanding what makes something newsworthy, it helps to take the viewpoint of a news reporter or editor. I found the following news values list from…

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Business Wire releases ‘A Guide to Press Release Optimization’

Major changes in search algorithms in the past couple of years have kept search engine optimizers and public relations professionals on their toes. 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, Business Wire recently issued…

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Event planning insights from Minnesota community festivals

By Brant Skogrand, APR, MBC   With a vibrant community festival scene including the Minnesota Renaissance Festival, the Basilica Block Party and more, Minnesotans love to get together. Attendees at a recent Minnesota PRSA panel had the opportunity to hear from some local event planning organizers, including: Roseanne Bump, executive director of the St. Paul Winter…

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Why attend the PRSA Midwest District Conference

By Brant Skogrand, APR, MBC   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. You’ll get to hear excellent programming sessions. Jim Lukaszewski, APR, Fellow PRSA, also known as “America’s Crisis Guru,” will deliver the conference…

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Working with recruiters to find public relations jobs

By Brant Skogrand, APR, MBC   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? Apparently recruiters aren’t enamored of the…

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