Color psychology: The new game changer

By Aliki Vrohidis At the Minnesota PRSA event on January 21, high-energy author, national speaker and consultant Jill Swanson talked about the image one projects on the outside. Although we should focus on the skills we can bring to the workplace, 90 percent of first impressions are formed based on how we look and just 10 percent are…

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Beyond the press release: Developing other media materials

  By Aliki Vrohidis Since the inception of public relations, the press release has been the standard tactic to gain the attention of media. Although the press release is in no way deceased, providing other media materials in addition to the press release paints a bigger picture for reporters.   Here are eight other media…

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Your business New Year’s resolution

By Megan R. Auren Many people set a New Year’s resolution for themselves — so why not take a moment to do the same for your business? Set aside time Begin by setting aside time to reflect on the last year. Simply ask yourself what worked, what didn’t work, and how you can do better…

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Learning audience behavior to drive stronger results

By Megan R. Auren Public Relations Society of America (PRSA) recently hosted the webinar “Learning Audience Behavior to Drive Stronger Results.” Founder and owner of Wax Marketing Bonnie Harris led the webinar and presented on the use of integrated marketing communications (IMC) strategies to learn and influence customer behavior. Harris began her presentation by bringing everyone up to…

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Collaborate with corporate brands for fundraising success

By Megan R. Auren Public Relations Society of America (PRSA) recently hosted the webinar “Collaborate with Corporate Brands for Fundraising Success,” in which presenter Cyndee Woolley, APR, discussed effective methods for nonprofits to strategically approach corporate sponsors. Woolley began her presentation by sharing the five driving forces that make a nonprofit fundraiser successful: 1. Successful outcomes…

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Developing an expert source relationship with the media

By Aliki Vrohidis Media relations has many uses, but is often used for one goal: promoting your business. One of the most economical ways to gain mass exposure is to be included in news media stories. Although your story pitches for features on your business may not be picked up by reporters, there is another way to position yourself…

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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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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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