MNPR Blog

Monday, April 30, 2012

“Popeyes® Mood Wing” app rates spicy-to-mild nature of social-media posts

Are you feeling Spicy or Mild? Tapping the iconic power of the mood ring, Popeyes® Louisiana Kitchen has launched a national promotion featuring a “Mood Wing” app (yes, as in chicken wing) that reports a Spicy, Mild or Mixed rating of users’ Twitter or Facebook posts. When consumers learn their mood, they also receive a menu suggestion and related spicy, mild, or remixed song from specially curated Spotify® playlists. Developed by Popeyes’ new digital agency Campbell Mithun, the digital effort runs through May to support the restaurant’s Spicy or Mild Bonafide® bone-in Chicken promotion that offers an in-restaurant opportunity for customers to proclaim themselves Spicy or Mild.

“This element of the promotion offers a way for consumers to engage with the Popeyes brand in a fun and personalized way,” said Dick Lynch, chief global brand officer at Popeyes Louisiana Kitchen.
 
The promotion debuts the first work created for Popeyes by Campbell Mithun, who was recently named digital agency of record. The agency will support Popeyes with digital integration of key promotions, social-media efforts, mobile marketing and analytics/reporting. Campbell Mithun has deep QSR capabilities, having served clients including Burger King, Dairy Queen and Chi-Chi’s.
 
“We originally stepped into the social media space to go to where our customers are and engage with them,” said Lynch. “Bringing on a digital agency is an exciting next step for our brand and will allow us to take our online efforts to a new level.”
 
What we love about the Popeyes partnership is the passion surrounding the brand,” said Rachael Marret, president of Campbell Mithun. “Their customers are in love with their food and many are already active users of social and mobile. And the marketing team is eager to stretch the brand in the digital space, so we are excited by the opportunity.”
 
To capitalize on that consumer passion for Popeyes, the May Mood Wing app will deliver customized mood-indicator responses based on digital analysis of recent Facebook or Twitter activity. Users can access the app via www.popeyes.com or Popeyes’ Facebook and Twitter accounts. Sample Facebook posts follow, which represent just a few of the many that could be served up to app users: 
 
Spicy
  • You should come with your own warning label.
  • !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!  (I think these belong to you)
  • Your spiciness would make a fire stop, drop, and roll.
Mixed
  • YYou’re hot! You’re not. You’re hot! You’re not. (Repeat 73 times.)
  • You’re like a yo-yo of unpredictable spiciness.
  • You’re the flip-flopper of the fried chicken world.
Mild
  • If you were a late ‘50s jazz musician, you’d be Mild Davis.
  • You’re the calm before the storm, but without the storm.
  • People call you “Mild Thing.”  And you make their hearts hum softly.

Job - Deluxe - Internship - Marketing Product Specialist

Deluxe - Internship - Marketing Product Specialist

Job - Work Effects - Marketing Intern

Work Effects - Marketing Intern

Carmichael Lynch Named Agency of Record for Merrick Pet Care Inc.

Merrick Pet Care Inc., a leader in the super premium pet food category based in Amarillo, Texas, has selected Carmichael Lynch as its agency of record. The news was announced late yesterday at an all-agency meeting, where employees' dogs sampled Merrick pet foods and treats.

“Carmichael Lynch is passionate about the Merrick brand and doing some really fun, inspiring work — like we do for so many other clients — that taps consumer passion for pets and achieves extraordinary business results,” said Doug Spong, president of Carmichael Lynch.

The agency dedicates itself to creating strong emotional bonds between iconic brands and their avid consumers, including creative work for pet lovers with such brands as Subaru of America, the Animal Humane Society and Petco.

“I was first attracted to Carmichael Lynch when I saw their Subaru ‘Dog Tested. Dog Approved.’ campaign," said Carolyn Hanigan, vice president of marketing for Merrick. "When we met their talented staff and saw their creative idea for igniting demand for the Merrick brand, it was aclear and easy choice which agency was going to be our advertising, digital, social and PR partner." 

Carmichael Lynch will be doing a brand relaunch for Merrick, which offers all natural pet food products and treats with ingredients that primarily are sourced locally. The MERRICK FOOD REVOLUTION campaign is expected to debut this June.

Friday, April 27, 2012

Job - United Way - Online Communications Internship

United Way - Online Communications Internship

Karwoski & Courage Public Relations was selected as one of the 100 Best Companies to Work For in 2012

Karwoski & Courage Public Relations was selected as one of the 100 Best Companies to Work For in 2012 by Minnesota Business magazine. The first annual 100 Best Companies to Work For competition honors Minnesota companies that are setting the standard for leadership, benefits, best work environment, innovative training programs, happiest employees and more.

According to Minnesota Business, the awards recognize businesses that continue to make an impact and set the standard of excellence for others to follow. The winners were selected based on employee satisfaction surveys conducted by an independent research group, Gilmore Research. More than 5,769 individuals responded to the surveys on behalf of hundreds of companies.

“It is truly an honor to recognize leaders in the Minnesota business landscape who strive to raise the bar in employee satisfaction,” stated Kate-Madonna Hindes, Editor-in-Chief of Minnesota Business magazine.

A winner in the small business category, Karwoski & Courage specializes in public relations and marketing communications for a variety of trade and consumer clients in the healthcare, manufacturing, technology, architecture and agriculture industries.

“Since we began nearly 20 years ago, company culture and employee empowerment have been at the forefront of our business strategy,” said Glenn Karwoski, managing director. “Among all of the reputable companies in the state, it’s an honor to be recognized by Minnesota Business magazine as a Top 100 Best Company to work for.”

The agency will be honored at Minnesota Business magazine’s celebratory event on June 4 at the Depot Renaissance Hotel in Minneapolis.

Thursday, April 26, 2012

PRSA - State of the Industry Discussion

PRSA is excited to announce that Steve Barrett, editor-in-chief of PRWeek—the leading public relations trade publication—will be joining us for a Breakfast Roundtable on May 15 from 7:30-9:00 a.m. at Carmichael Lynch Spong.

Join the industry-centered discussion as we give Steve a sense of our public relations community. Steve will provide attendees with perceptions of non-NY agencies, how to compete within the current state of the industry and where the industry is headed in the coming years. Come armed with questions and be ready to join the discussion.

As editor-in-chief, Steve communicates with senior leaders in the public relations and marketing arenas, so he will be bringing ever rich and always interesting insights about the industry today and what its future holds.

To register for this event visit Minnesota PRSA's website.

This event is hosted by Carmichael Lynch Spong. To learn more about the agency, visit www.carmichaellynchspong.com.
Twitter hashtag: #mnprsa

Job - Dunwoody College - Marketing & Communications Specialist

Dunwoody College - Marketing & Communications Specialist

Job - Augusoft - Event Coordinator

Augusoft - Event Coordinator

Wednesday, April 25, 2012

McKNIGHT FOUNDATION ADDS HABERMAN AS COMMUNICATIONS PARTNER

Haberman has been selected by the McKnight Foundation to create a unified communications framework for the foundation’s Collaborative Crop Research Program (CCRP). The grantmaking program — an initiative to help smallholder farmers feed their world in ecologically friendly and culturally respectful ways — focuses on attacking “hunger hotspots” in Africa and South America.
  The CCRP is based on the vision of a world in which all people have access to the nutritious food they need, on the terms they can afford, and where food is sustainably produced in ways that protect local resources and respect cultural values. The program takes a holistic, ecosystem approach to agriculture, supporting research and partnerships that lead to increased crop productivity, improved livelihoods, and better nutrition.
  “We needed an agency to help us build communications connections for our researchers across the globe. We found what we were searching for with Haberman,” says Jane Maland Cady, International Program Director, McKnight. “Not only does the agency understand food and the issues surrounding access, they are in the trenches every day promoting and advocating for positive solutions within our food system. I love Haberman’s passion and authenticity — our two organizations share a tremendous value alignment.”
 “At Haberman, we’re passionate about telling stories of organizations who are making a difference in the world — like the McKnight Foundation,” said Fred Haberman, CEO, Haberman. “This collaboration is a perfect fit, meshing neatly with one of our agency’s key focus areas: eradicating food deserts and creating access to fresh and nutritious food for all. We are honored to be creating communication systems and language to offer all of McKnight’s CCRP researchers better opportunities to communicate. They are doing such important, world-changing work.”

MIMA - Student Event: The Intern Game 2012




We’re gearing up for another evening of MIMA’s reimagined version of a classic spectator sport – The Intern Game. Friday, May 18, 2012 at The Fine Line.

We’ve brought back local media personality Jason DeRusha (of T.V.'s Good Question fame) as our host along with a spectacular crop of paid summer internship opportunities at top Minneapolis agencies that includes:
The only thing missing isstudents like you. This is your chance to submit your application to be a finalist.  To apply: Submit your application. and share why you should be one of the three finalist for each intern position. A cracked group of representatives from each agency will interview you live in front a boisterous audience.

The best part, one lucky person will be chosen for each internship and HIRED ON THE SPOT! How cool is that. Applications are due by 11:59pm, May 6th 2012. If you're bright eyed, bushy-tailed, talented as heck and a recent/soon-to-be college grad, go for it! Want to attend the live event?
Registration is free. This event will be packed full of top talent from local schools and agencies who are looking to hire…The Intern Game might be the best networking opportunity for students and graduates in town.

Register for this event here.

Job - Padilla Speer Beardsley - Electronic Production Artist

Padilla Speer Beardsley - Electronic Production Artist

Job - Padilla Speer Beardsley - Administrative Assistant, Manufacturing/Technology

Padilla Speer Beardsley - Administrative Assistant, Manufacturing/Technology

Job - Mosaic Company - External Communications Specialist

Mosaic Company - External Communications Specialist

My Journey as a Graduated Student — Nate Brennan

Unlike my fellow finalists in the Fast Horse Internship Campaign, I never intended to join the PR world coming out of college (also unlike my fellow finalists, I've already been out of school for some time). I started out a journalist. And while most of my work has been in that field, and I'll always be a news junkie, creative marketing is where my mind, heart and skills truly lie.

I started in the media biz as an arts & entertainment writer and editor at my university's student newspaper. Wanting to expand my experience, I applied and was unanimously chosen as the paper's publisher and editor-in-chief. The duties that came with essentially being the CEO—meeting/pitching clients, developing new types of digital content and social media strategies, tracking analytics, mining new sources of revenue, etc.—made me realize how fun PR and creative marketing could be (especially compared to the humdrum daily routine of city reporting!).

After running the show for a year, I graduated from school and was fortunate enough to beat out hundreds of other applicants to be SPIN Magazine's summer online editorial intern at its offices in New York City. I loved the work—like new award-winning website and headed to Minneapolis for another internship.

This time, I'd be blogging for Secrets of the City and doing online production for its parent Mpls.St.Paul Magazine. While I was technically an intern, this 40-hour/week, low-supervised internship was basically an entry-level blogger/web producer position, and my seven-plus months there helping develop the tone, design, functionality of a city magazine and its marketing initiatives taught me a hell of a lot about how creative marketing and PR can thrive even in a seemingly dying industry like print journalism. And that's exciting!

So after being laid off in March following departmental restructuring, I realized that I wanted to jump headfirst into the creative marketing field and this internship campaign was serendipitously announced up four days after I was laid off. That's my story, but I know it's the story of plenty of my fellow communications graduates who've had to fight and claw for the jobs they have or the jobs they continue to struggle for.

So why do I think should you vote for me over the other two finalists? Besides producing my video entirely by myself and learning Adobe Premiere Pro to edit it so it would look the best? Because I wholeheartedly believe in Fast Horse’s ideals, style and mission and I know I have all the traits of a successful “pony”–a good sense of humor, a passionate work ethic and a naïve hope for humanity and the betterment of our world—and I’m prepared to work my tail off to prove it.

So if you can relate to my story, empathize with my struggle and want to help me succeed, please #VoteNate4FastHorse by giving Fast Horse's Facebook page a "Like" and then voting for me at their campaign app.

—Nate Brennan

Tuesday, April 24, 2012

Carmichael Lynch Spong has named Emily Buchanan senior principal

Carmichael Lynch Spong has named Emily Buchanan senior principal, chair of brand marketing and social engagement. Buchanan is based in the firm’s Minneapolis headquarters.

Prior to joining Carmichael Lynch Spong, Buchanan was senior vice president and deputy practice director for MSLGROUP’s consumer marketing practice in New York, where she oversawcommunications, experiential and engagement efforts for several of the firm’s top clients including Kellogg’s, H.J. Heinz Company, Hennessy, Amazon.com, Outback Steakhouse, Bonefish Grill, Nutella, Tic Tac and Evian.

Before MSLGROUP, Buchanan worked with top national and global restaurant, retail, packaged goods and consumer electronics brands such as McDonald’s, Procter & Gamble, Gardenburger, McCormick & Schmick’s Seafood Restaurants, Samsung, Nikon, U.S. Bank, FreshDirect, Time Warner Center and Avis Rent-A-Car.

Buchanan has won many of the top marketing communications awards for client programs, including the PRWeek Award for “Issues Management and Crisis Campaign of the Year” in 2006 and a 2009 PRSA Silver Anvil Award of Excellence for “Multicultural Marketing.” She was named by PR News as “Brand Marketer of the Year” in 2007.

Beyond professional life, Buchanan donates her time to Share Our Strength, a national nonprofit organization that works to ensure that no child in America grows up hungry. She serves on the steering committee for Taste of the Nation, a premier culinary tasting event featuring dozens of the nation’s top chefs andmixologists, with 100 percent of the proceeds benefiting Share Our Strength.

“Emily’s ability to bring big, transformational ideas to new business projects is matched only by her skill to expand existing clients’ project scopes by showing business value of services such as entertainment, brand marketing and social engagement. We are excited to have her continue her career in this important position as we expand our efforts in brand marketing and social engagement,” said Julie Batliner, managing director for Carmichael Lynch Spong.

Job - Shelter For Life International - Communications Consultant

Shelter For Life International - Communications Consultant

My Journey as a Graduating Student - By Tim Holtz

I’m excited but nervous. Exhausted but can’t sleep. I know I have to be ready for what happens next but there is no way to plan for it. This is the public relations industry I have been experiencing for the past three years and that I have grown to love. Of course, there are always “those” days where all the work seems overwhelming and too stressful to handle but for some reason those feelings are why I always come back.

Learning to love what many people consider chaos was not an easy task, though. The experiences of multiple internships, running the Firm for the University of Minnesota PRSSA chapter, studying abroad in Venezuela, and school are what helped me to realize that this was the right profession for me. 

What has made PR even more of a spectacular experience is that I really did not plan on working in the field; I more or less was dragged into it. I started college as a Civil Engineer, decided to drop engineering and started working on my Spanish degree. I felt I needed something more so I picked up a business management minor. Still feeling like something was missing I was persuaded to take an introduction to journalism course and my friend Andrew forced into PRSSA. It turns out that public relations, Spanish and management was the perfect combination for me. 

I’m graduating in May and like so many others I’m searching for my first job. I have interned to hone the necessary skills, have networked to gain insight into the profession, have scheduled informational interviews to find the right organizations, and have spent more time on my résumé and cover letters than sleeping. All of this has prepared me for the next step in my life. 

Luckily, I’ve been put in a unique position and have the opportunity to win that perfect job right out of school. The only problem is, it’s not up to the company or me anymore. I’m talking about the Fast Horse’s Summer Internship Contest.

Along with a video cover letter I submitted the following essay, explaining what I bring to the (s)table and why I deserve the gig:

Killin’ it for Fast Horse

Recently, a colleague dropped some philosophical knowledge on me: “thou shall not kill, but thou shall kill it.” After laughing for a minute, I realized how true these words are in my life and how they are more suitable to describe my work philosophy than, “Get ‘er done.”

Jumping into everything with two feet has really helped me live by this mantra. No matter what project I encounter, I not only work to “get ‘er done” and “get ‘er done right,” but I spend the time needed to kill it.

I’ve had a yearlong PR internship for the University of Minnesota and a marketing internship working on a soon-to-be released mobile app. I’ve built great relationships with local reporters and had stories get millions of views all over the world. I’ve developed video storyboards and built effective market strategies. In short, I’ve been continually challenged to step outside my comfort zone. 

So, why do an awesome mantra and a couple of jobs make me the perfect person for Fast Horse?
Through these experiences, I’ve learned that I constantly desire a challenge and always look to learn something new. I’ve learned that I’m determined, and have a continuous drive to succeed. This is why my ideal job is one that enables me to think outside the box, constantly learn, adapt to new situations, and is at a place where working hard is fun. 

Fast Horse brings all of this – and then some – to the table, and its track record speaks for itself: It says that creativity is key, and that if you push yourself and the team, any agency, no matter the size, can compete. And that’s why I’m competing to be the next Fast Horse intern.

Think I killed it? Throw a vote my way.

I will have until Friday to get the votes needed to win the job, so it doesn’t look like I’m sleeping much this week. But no matter what happens it has already been an amazing and very humbling experience that I hope continues into the future.

You can vote for Tim here and feel free to contact him by email or through Twitter.

Job - MN Association of Charter Schools (MACS) - Communications & Member Associate

MN Association of Charter Schools (MACS) - Communications & Member Associate

Monday, April 23, 2012

A Look at an Up-and-Comer: Samantha Schommer

Samantha Schommer serves as the vice president of the Public Relations Student Society of America (PRSSA) chapter at Minnesota State University, Mankato. Meet this up-and-comer!

1. Tell us a bit about your public relations experience so far.

I've always been passionate about writing, so when I got the opportunity to write for my local newspaper, The Herald Journal, I was thrilled. After working there, I realized I was more interested in promoting than reporting, so I decided to major in public relations at Minnesota State University, Mankato (MSU). In my time at MSU I've enjoyed volunteering with PRSSA and serving as the vice president. I am currently the public relations intern at AgStar Financial Services in Mankato. My internship has allowed me to practice what I learned in classes and gain some incredible experience. I've really enjoyed putting my education into practice by writing for and organizing the quarterly newsletter, conducting a focus group to find out how clients want to receive communication from us and working with the press.

Minnesota Public Relations Skogrand PR Solutions
Samantha Schommer
2. What are some things that you have learned from being an intern at AgStar Financial Services?

I learned that being passionate about your subject matter is a great benefit when promoting a brand through social media. I know I want to appreciate the work of the company (or companies) I'm promoting because it will make my job more enjoyable. I've also learned more about effectively using social media to promote a brand. My internship has been a great experience because I've really been given a lot of responsibility and able to make a real difference for the company.

3. You graduate soon from Minnesota State University, Mankato. How has your job search been going? What advice do you have for fellow job seekers?

It's been going well! I started applying in February, but didn't get an interview until mid-April, so it wasn't easy at times. What helped me finally get a couple interviews was through connections with people at the companies I was applying for. I'm still in the early stages of interviews, but I'm thrilled to finally be starting the process. My advice to my fellow recent graduates is to network and attend events PRSA puts on. People in PR are so friendly and willing to help a new graduate out, but they're not going to help you if you don't take the initiative. Also, even if you feel like you are too busy, make sure you take the time to go the extra step like calling to check up on the status of your application or sending a thank-you card after the interview. It can really make a difference.

4. What suggestions do you have for other PRSSA chapters on having a successful chapter?

It's difficult to keep membership high when students are flooded with schoolwork, internships and other extracurricular activities. To keep them coming to meetings, the exec team has to hold them accountable and give them responsibilities. Anything from having members in charge of a newsletter or leading part of the meetings will give them the accountability they need to keep coming. Another suggestion I have is to think outside the box when it comes to fundraisers. Go the extra mile and do the extra work to put on unique fundraisers that will get your chapter noticed. It will also give you something different to talk about in an interview that shows you weren't just an average member.

5. What is your perspective on social media's role in public relations?

Social media is essential for a brand to communicate with its audience. Using it to engage positive feedback is wonderful, but it's also very necessary to have a plan in place for any negative feedback that may be received. I think that eventually, the traditional media release will not be effective and PR practitioners will have to do more of a digital release with embedded media. Also, I think social media will be the main avenue for connecting with reporters. Nothing will replace a phone call, but idea generation will be found more in social media. Overall, I see social media as vital in public relations.

6. What is your desired career path?

I would love to start my career with an agency as I have already had experience with corporate public relations. I think an agency would be such an exciting environment to be in and I would thrive there, working on multiple accounts. Ideally, I'd work my way up the ladder with the agency. It's been a dream of mine to someday, in the very distant future, possibly start my own public relations firm. It may be just a dream right now, but if I find myself in the position to make it happen, I would love to do it.

Connect with Samantha on LinkedIn.
Follow Samantha on Twitter:  @SamanthaRose90

-- Brant Skogrand, APR, MBC / Skogrand PR Solutions, LLC

Job - Olson - Senior Account Executive (Advertising)

Olson - Senior Account Executive (Advertising)

Thursday, April 19, 2012

@DFolkens Hired as Director in Padilla Speer Beardsley’s Health Care Practice

Dave Folkens recently joined the health care practice at Padilla Speer Beardsley, an integrated communications firm based in Minneapolis. As director, Folkens will help oversee staff, develop new business, and plan and lead strategic communications programs for health care clients such as National Marrow Donor Program, OptumHealth and LifeSource.
Folkens brings 15 years of corporate, agency and non-profit experience to the firm. Most recently, he was the director of communications for the Minnesota AIDS Project and prior to that was with Fleishman-Hillard, leading clients in strategic public relations programs in the health care and technology sectors. In the corporate arena, Folkens worked for Medtronic and Orphan Medical, managing corporate communications.


Folkens is a regular participant in many social media circles, a contributor for New Pharma magazine, the MNPR Blog, an active member of the Public Relations Society of America and a graduate of Minnesota State University Moorhead.

Job - Honeywell - ACS Corporate - Senior Communications Manager

Honeywell - ACS Corporate - Senior Communications Manager

Job - Big Brothers Big Sisters - Communications & Public Relations Intern (Volunteer)

Big Brothers Big Sisters - Communications & Public Relations Intern (Volunteer)

Wednesday, April 18, 2012

HABERMAN Partners With Minn. Reading Corps and Math Corps

Haberman has begun work with Minnesota Reading Corps (MRC) and Minnesota Math Corps (MMC), two AmeriCorps programs whose literacy and math tutors work with struggling Minnesota students age three through eighth grade.

The agency has created an on- and off-line marketing campaign to increase visibility and engagement, and support recruitment for the nine-year-old program, which will grow by 40 percent during the 2012-2013 school year.
 
From our first meetings with Haberman, we could see the team was genuine and focused on providing us the results we require,” said Kathy Saltzman, executive director of Minnesota Reading Corps and Math Corps. “They get it, and they get it quickly as they’re helping us strategically reframe our recruitment efforts with a focus on training, building our internal capacity and collaboration. That is the effort I expect — and want — from a partner.”
 
“Our work in education and cause marketing advocacy makes this relationship a natural fit. Haberman is proud to be supporting early literacy and math proficiency in our own backyard,” said Brian Wachtler, president, Haberman. “We're thrilled about working with Minnesota Reading Corps and Math Corps — we’re so inspired by the work they’re doing.”
 
Both the Minnesota Reading Corps and Math Corps are strategic initiatives of ServeMinnesota, the state’s designated recipient of funding for the AmeriCorps program. 
 
Minnesota Reading Corps, the country’s largest state AmeriCorps program, is a statewide initiative to help every Minnesota child become a successful reader by the end of third grade. Every year, Minnesota Reading Corps trains and places hundreds of full- and part-time AmeriCorps members as literacy tutors in schools, Head Start sites and early childhood programs across Minnesota. By working to grow literacy skills with children ages three through grade three, Minnesota Reading Corps is helping close the achievement gap. For more, visit www.MinnesotaReadingCorps.org.

Job - BlueSpire Strategic Marketing - Marketing Intern

BlueSpire Strategic Marketing - Marketing Intern

Job - BWSR - Public Relations and Communications Coordinator

BWSR - Public Relations and Communications Coordinator

Monday, April 16, 2012

Confessions of a Marketing Jargon Addict

By Scott Berman

After three years of studying marketing and PR, I now talk like a complete weirdo. I didn’t realize the gravity of my problem until my loved ones staged an intervention last month, but I’ve become a full-blown jargon addict. I have decided to start a support group to help others who have become talking textbooks, a condition some are calling “uber-jargonism.”
My speech habits started innocently enough. Applying what I learned in Marketing 101, I jokingly asked a cashier at McDonald’s to explain the “taste equity” of the McRib compared to the Big Mac. He shot me a weird look, but he seemed half-in-the-bag so I ignored it. Soon after, jokes became true thoughts and things took a turn for the worse.
Just last week, I complained to my girlfriend that she didn’t “engage” me with enough “interactive conversation content.” When I tried explaining to my friends what I study, “helping an organization and its publics adapt mutually to each other,” they laughed. I genuinely considered their “psychographics” and tried to “reach out” to them in order to “strategically leverage” an “integrated messaging solution,” but couldn’t “re-position” myself.
Clearly, this behavior is very sick. Even though such words may be right in a certain context, my ability to think like a normal person is getting encumbered.  Jargon often conceals meaning instead of enhancing it. Most importantly, I see that my illness is hurting those around me. Even when doing actual PR work for my rock band, I focused more on impressive words than thinking of real, actionable ideas.
In an effort to heal, I’ve decided to quit using, cold turkey.  “Epistemological analysis” will be asking “what do they know and how do they know it?” “Integrated” will be “combined.” “Engage” will be “talk with.” Oh, and my good friends “leverage” and “strategic;” they can make any business thought sound more important. I’ll limit my use of them to describing stuff that needs to be communicated as big picture.
Most painfully, I’ll be giving up most use of the term “web users.” From now on, they will just be “readers,” or “listeners,” or whatever best describes what the people are actually doing. Josh Bernoff’s blog post taught me about how the word “user” can emphasize technology and de-emphasize humanity.
It won’t be easy, but I think all of this will make me a better practitioner, one who can actually explain his value to potential clients. In fact, my prognosis has already become more positive. When trying out normal-speak as a consultant, my client actually commented, “you know I don’t usually trust PR people who hide behind jargon, but I believe in what you are saying.” My ideas have started to get more original and effective.
This doesn’t mean I won’t ever use again; sometimes it may be appropriate to strategically leverage this type of verbiage …sorry it’s hard not to relapse... but for now I’m sticking to the plan. Ultimately, becoming a better practitioner will be about absorbing all the knowledge I can, drawing connections, and identifying with the mindset of my audience. The focus will be ideas, not words, unless those words resonate with my audience.
While I may seem like I have an extreme case of uber-jargonism, I’ve witnessed many students and professionals who are in even more dire stages of the disease; make no mistake, it is a disease. If not dealt with in the early stages, uber-jargonism can be untreatable. Treatment is a two-step program. Step one is admitting you have a problem. Step two is quitting, one piece of jargon at a time.  
So, does anyone care to share an example of jargon addiction they’ve observed in themselves or others? It would help my recovery knowing others have seen the dark places I have.  

Please contact Scott at scottberman.pr@gmail.com. You can also connect with him on LinkedIn or Twitter.


Job - Automotive Concepts - Social Media / Marketing Lead in New Hope, MN

Automotive Concepts - Social Media / Marketing Lead in New Hope, MN

Job - Minnesota Ovarian Cancer Alliance - Public Relations and Communication Intern

Minnesota Ovarian Cancer Alliance - Public Relations and Communication Intern

Friday, April 13, 2012

Campbell Mithun’s Twitter job application process nets interns from seven different states

Minneapolis ad agency Campbell Mithun used a 13-tweet job application to recruit its summer Lucky 13 interns and announced Friday (the 13th, of course) it has hired eight young professionals hailing from places ranging from California and Texas to Illinois and Guatemala. The Twitter process attracted nearly 400 applicants who registered to post 13 tweets introducing themselves and demonstrating their digital capabilities to the agency (view “L13 Tweet Highlights Reel”).
 
“We’re looking for digitally savvy, creative employees,” said Debbie Fischer, director of human resources at Campbell Mithun.  “This process reaches that talent pool and allows them to showcase their smarts, their work, their mastery of social media and, quite frankly, their sense of humor.  It’s quite impressive -- our industry has a very bright future.”
 
Campbell Mithun piloted the process last year, and added in 2012 a layer of analytics to capture the scope both of the Twitter engagement and of the recruitment effort itself.  The numbers tell a great story:
·        380 applicants applied vs. typical response of 150 by traditional means
·        Applicants represented 33 states, 16 countries and 103 colleges/universities
·        Applicants could track their Twitter profile as compared to others
·        During the 13 days of tweeting, more than 4,400 #L13 tweets appeared
·        More than 20 employees served on the agency’s “Twitter Response Team” to monitor and respond to the #L13 application tweets
 
Introducing the 2012 Lucky 13 Interns

Campbell Mithun welcomes the following young professionals to the agency this summer (view profiles): 
 
1.      Dennis Bukowski (@DennisBukowski), art director, University of Nebraska
2.      Laura Fitzpatrick (@_Lfitzpatrick_), account planning, University of Minnesota
3.      Marlena Jordan-Childress (@LenaChild), media, University of Minnesota
4.      Cody Levin (@CodyLevin), account planning, University of St. Thomas
5.      Sofia Morales (@sofiml2), account management, University of North Carolina
6.      Laura Romer (@rahrahromer), copywriter, University of Texas, Austin
7.      Michael Santee (@MichaelSantee), media, Drake University
8.      Amy Zhong, media, University of California – Berkeley (Amy joins the team via the 4A’s Multicultural Advertising Internship Program)
 
Three of the new interns shared their reflections about applying via Twitter in a blog post.  Excerpts follow:
 
Laura Romer: “I found the idea of applying for a creative internship through Twitter incredibly intriguing…It forced me to figure out who I was, and effectively and succinctly send that message.”
 
Sofia Morales:  “This process allowed me to assess my abilities and share them with others in a way that would be impossible through a cover letter or a resume. With the only guideline being tweeting 13 times, I had the liberty to let my imagination loose.”
 
Laura Fitzpatrick: “The best and worst thing about the process was being able to see the tweets from all the phenomenal applicants…You may be surprised, but applicants complimented, helped, and pushed each other to succeed.”
 
The Lucky 13 interns will work on agency account teams representing their specific discipline: art direction, copywriting, account planning, account management or media.  They also will work together on a summer case study project, which in 2012 will serve nonprofit agency Cornerstone
 
Cause Marketing Overlay
 
Cornerstone won the pro bono marketing campaign via social-media vote as part of a cause-marketing effort that was new to the Lucky 13 program in 2012:  Campbell Mithun invited thirteen nonprofit organizations funded by Greater Twin Cities United Way to compete via social-media vote to win the marketing support.
 
In a blog about the process, Cornerstone communications specialist Andi Granmoe said: “We were a little nervous since a couple of [the other nonprofit causes] had quite a few more Twitter followers and Facebook friends than we did. If we wanted to win, we knew that we had to ramp up our use of social media.”