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Pirates and PR

As the music industry struggles to harness the innovations of modern technology, recalcitrant robbers seize valuable digital information through file-sharing. These peg-legged criminals seem to be ignored by the communication professionals that represent the music industry. Pirates should not be underestimated.

The message makers for digital providers of music should pro-actively accept the fact that a large population of the internet-savvy are used to file-sharing and will be reluctant to pay premium prices for something that was previously free. To instill a sense of justice, the industry needs to alter its approach. But while most large music corporations are quick to assess the situation as black and white, some artists realize the disconnect between users and method.

One such artist to realize this is Oxford-based rock band, Radiohead. Previously fulfilling their contractual obligations, they released their latest album, In Rainbows, on-line and 100 percent under their control. They allowed users to download a digital version of their album from their website for whatever price each individual fan saw fit. If someone only wanted to pay 25 cents for the entire album, so be it. If another wanted to pay $100 for the album, more power to them. It was a potentially risky move, enabling the swarms of pirates in cyberspace to confiscate a copy of the album for free and to place the ethical responsibility solely in the hands of the consumer.

The risk proved to be a brilliant PR move, as not only word got out that Radiohead was sticking it to the money-grubbing record companies, but they were also making large profits - larger than their cut would have been from a record contract. The album soared to the top of the charts and received an abundance of critical acclaim. Because of In Rainbows' digital strategy, Radiohead's reputation as the people's band quickly spread and further reinforced their place in music history.

Since In Rainbows' October 2007 release, other bands have followed suit, breaking-free of the strictly land-lovers' method of doing business. The rest of the music industry needs to communicate to the pirates that they, too, have a place in legitimacy. If the laggards don't rethink their heavy-handed approach to digital piracy, they may be the ones that ultimately walk the plank.

Matt Barthelemy
JOUR 3279
Blog Assignment

Alternative Media Popularity Soars

Alternative media is starting to make a real presence in America society. This doesn’t come as much of a surprise to many people who are typically bombarded by commercials, billboards and other various advertisements on a daily basis. How many of the hundreds of advertisements that you ran across today did you tune out and how many did you actually remember seeing or hearing?

According to AdWeek, spending on alternative media rose 22 percent to $73.4 billion in 2007 and is forecasted to grow another 20 percent to more than $88 billion in 2008 despite a sluggish economy, according to new research released Wednesday by PQ Media.

So what is alternative media and what are some specific examples? Alternative media can be broadly defined as media practices falling outside the mainstream media. In other words, alternative media is often times ignored by mainstream media and is outside the accepted norms of mainstream media.

Many of the new strategies brand marketers are turning to in hopes of connecting consumers are considered alternative media. PQ classifies alternative media as online/mobile advertising and advertisement and entertainment and digital out of home advertising. In reality alternative media can be found in newspapers, magazines, TV, radio, and on the web.

For example, the newspaper, The Onion, would fall under the category of alternative media. They use humor as the unusual element to attract their audience. Not all new media falls outside the norms of mainstream media practices are considered alternative media, which is why alternative media practices are so complex and their success is controversial.

Danielle Pietz
JOUR 3279
Blog Assignment

Networking Site Working PR

Facebook subscribers are using public relations to their great advantage. The phenomenon that started in 2004 has become one of the largest and most successful networking sites available. With that success comes a new, highly effective way for people to promote themselves as well as organizations, clubs, people, things, etc. Facebook is creating a global tool that is free for its users to position themselves or their preferences to a huge audience. Subscribers may not realize that they are conducting public relations.

As Ryan, the creator of this blog, told our class, “To be a successful public relations professional, you have to be able to sell yourself." Facebook is a great way for users to do just that. People can use Facebook to sell their story and create their own personal image.

And there are other alternatives sites to use as well. Since Facebook is not always seen with high regards in the business world, a good alternative is, Linkedin, a professional networking site. Here professionals can stay in touch with former co-workers and position themselves as high achievers and well connected.

In a world consumed by the Internet, these social networking sites allow you to send your message to a mass audience. People can create groups about anything and everything. For example, fundraising sites such as Free Rice have benefited from the creation of these groups. The Free Rice organization alone has over 500 groups promoting their cause.

Another example, in 2007, Cadbury reintroduced the Wispa chocolate bar for a limited time due to the groups created on Facebook and other networking sites clamoring for the chocolate bar. See the New York Times article titled, Taste of Victory: Online Outcry Revives a Chocolate Bar for proof.

Public relation practitioners would be foolish to ignore the power of Facebook and sites like it. As public relations changes so do its tactics and it is important that we stay updated with the latest the Internet has to offer.

Kiki Millington
JOUR 3279
Blog Assignment

The Future of PR

What is the future of PR? This question looms in the minds of many students and public relations practitioner’s alike. With my upcoming graduation, from the University of Minnesota, I have been thinking about it more and more.

The industry has come to a turning point, torn between old practices and new ones. However, the question remains where will it go from here? Since the Internet has been the latest phenomenon to affect PR, I started my search for answers here. For my research, I looked to the Internet for answers and noticed there were three reoccurring themes that seemed to resonate.

First, new tools will merge with old tools. For example, while it is clear that the press release is here to stay, it is also evident that it must adapt. Unless PR wants to become overlooked by the next generation, practitioners must learn to pitch releases to bloggers. Engaging in non-traditional media forms will require practitioners to understand not only the psychographics of their target audience more than ever, but also to know the most effective sites to pitch these releases.

Second, the definition of PR is expanding. PR has traditionally been described as putting theories and principles to work along with building relationships. However, it is becoming so much more, as we begin to see marketing, advertising, law, and business utilize PR concepts.

Paul Holmes expresses the third theme in his article, The 21st Century Public Relations Firm, “Simply put, good people are the foundation upon which successful public relations firms are built. In order for PR firms to face rising competition, especially outside their industry, firms must be recruiting the best possible employees. These employees should bring sound judgment and youthful enthusiasm to the team.”

The answer to my question would appear to be that PR has nowhere to go but up. However, in order to move forward, PR practitioners will have to become more honest and accountable, leaving fewer places for less than satisfactory practitioners to hide. Increasingly, critics and consumers will be looking for a greater alignment between company causes and day-to-day business behavior.

One of the best articles that I have read on this subject is the article quoted earlier, by Paul Holmes. He takes a very in depth look at where PR has gone wrong, and what needs to change in order to enhance the industry to make it all it can be.

Marlys Huismann
JOUR 3279
Blog Assignment

It’s a Small World

It’s a small world and it just keeps getting smaller. Layoffs in the Twin Cities market and across the country are resulting in sparsely populated newsrooms and reporters are now pulling double or triple duty. It is too soon to tell if the traditional media shrinkage is caused by the economic downturn or by the growing popularity of new media. It is certain, however that if trends continue, public relations will be left in a precarious position.

The Star Tribune laid-off 58 employees in February, WCCO laid-off eight last month, and the Rake is no longer publishing a print version. At this rate, we could be pitching a skeleton crew in no time. While newsrooms shrink, the news hole has remained the same; and public relations professionals may need to pick up the slack. In order to do so, we must work smarter, faster, and more creatively.

With the growing news crunch, reporters are less able to conduct in-depth research and to leave their desks to track down a story. How can we help? We should anticipate their need for information and include backgrounders with all press materials. Same goes for television reporters, camera crews cannot be everywhere at once. If we can include B-roll with our pitch, we will help fill in the gaps. We need to go that extra mile to make news stories easy to run. That’s fast PR.

In addition, to ease the strain, we can be more conscious about having available experts and interview opportunities at all times. We can assess if a satellite media tour makes more sense. And we can always answer our phones if our name is on a press release. That’s smart PR.

Creative pitches are often rewarded with placements, but as outlets shape-shift (like the Rake) or disappear entirely, a new variety of creatively becomes necessary. The well-worn avenues to the media are no longer a sure thing. Traditional media outlets are evaporating, and new media opportunities keep popping up. We are still playing catch up on how to leverage them. Maybe a step outside our comfort zone of standard protocols and an embrace of new opportunities and approaches may prove fruitful. That’s creative PR.

Of course none of this is earth shattering or new (these ideas have long been have been kicked around for a while) but as the media landscape continues to change, it is important to stay ahead of the curve.

Allison Dent
JOUR 3279
Blog Assignment

Damage Control

The 2008 presidential primary race has introduced a host of new issues facing candidates’ press officers. The Internet and 24-hour news coverage changes the political game each election cycle. Candidates need to be aware of their surroundings and weary of the fact that cameras, reporters, and eyewitnesses are always watching. From Hillary Clinton’s sniper-gate to Barack Obama’s Wright-gate to John McCain’s Iran/al-Qaida-gate, press officers are working overtime just to downplay and deflect each crisis.

The newest public relations issue has nothing to do with a candidate’s gaffe, but rather a PR strategist’s mistake. While Mark Penn’s departure as the chief strategist to the Clinton camp poses a problem for her campaign in the coming days, it raises important questions for the public relations community. Penn’s exit comes after he was caught on the wrong side of a Colombian trade agreement, one that Clinton is against. Mr. Penn, president of Burson-Marstellar, a worldwide public relations firm and strategist for the Clintons since 1996, was relieved of his position in what was blamed on a “conflict of interest.”

So what happens to the client/practitioner relationship when a conflict of interest arises from the public relations person? Aren’t they the one who is supposed to know better, especially one that has years and years of experience in counseling clients on similar issues? In a high-profile situation such as Clinton’s, the removal of Penn was appropriate. It would look much worse if she hadn’t removed him from his position. Whether this was a calculated move because of Penn’s unpopularity among other Clinton top aides or really due to Penn’s relationship with the Colombian trade agreement, the public may never know. However, it does introduce ethical implications for PR professionals.

Is it always appropriate for clients to fire their PR practitioners when conflicts of interest arise? What ethical implications stem from continuing to work with a firm or strategist who is supporting an organization, issue, brand, or idea that another client is against? Does the client lose credibility if they uphold a conflicting relationship? Does the practitioner or firm have a responsibility to disclose conflicts of interest when working with clients?

These are just a few issues raised from the recent removal of Mark Penn, but similar questions will be asked in the future. Ethical and business consequences are serious issues for clients, and PR professionals should minimize these types of incidents, not initiate them. I would ask the readers of the blog to chime in and provide your thoughts to the students of 3279.

Tom Sellwood
JOUR 3279
Blog Assignment

Isabel of Castile: Practicing Public Relations in Medieval Spain

As a news consuming American, I am currently confronted with the question “are we ready for a female president?” on a daily basis. I would like to live in an enlightened society where gender is a nonissue, but there is no denying that women face unfair biologically-induced obstacles beyond their political abilities.

Though this posed question has yet to be answered in our modern-day democratic country, I cannot help but applaud Queen Isabel of Castile’s ability to overcome the misogynistic monarchical system of the medieval Iberian Peninsula, which she did with the help of advisors and the bold strategic communication plan, long before the term “public relations” was coined.

The primitive campaign she implemented included:

The meticulously meditative creation of the image she wished to portray, which balanced the prowess of a ruler with ladylike characteristics in a non-threatening manner

Propaganda in the form of poetry by influential figures of the time, which sometimes went as far as drawing parallels between the Queen and the Virgin Mary

Diverting focus from her “weaknesses” to others she believed were plaguing the kingdom’s progression, which is evident in her Catholic conquests

"By crafting an image of her reign that frequently capitalized on the presumed shortcomings of the preceding rule of her half-brother, Isabel’s gender and sexuality and the potential redemptive power of each of these categories were constantly being redefined and refashioned," Lehfeldt writes.

Ashley Paguyo
JOUR 3279
Blog Assignment

Word-of-Mouth Marketing or Stealth Marketing?

It is becoming increasingly difficult for the public to distinguish between word-of-mouth marketing and the deceptive communication attempts known as stealth marketing. Public relation professionals are able to draw clear distinctions between the two areas. Therefore, as an ethical standard, it’s the professional’s job to be transparent about their communication practices and to not deceive consumers.

We see examples of companies tarnishing PR through their shady tactics all too often today. One case study entails "Target Rounders" who were told to keep their employment by Target Brands, Inc. “a secret” while promoting the Target brand on Facebook. Another includes Wal-Mart brand zealots who decided to blog about their adventures “Wal-Marting Across America”, yet failed to disclose that they were, in reality, hired by Wal-Mart’s PR firm. And Proctor & Gamble’s buzz marketing division, known as Tremor , who assembled more than 250,000 teens to “push products on friends and family.” These are all cases of stealth marketing.

In order for PR firms to distinguish themselves from those participating in stealth marketing there is the Word of Mouth Marketing Association (WOMMA). According to an article from PRWeek, major PR firms are among the biggest backer of WOMMA and its attempts to codify ethical standards. The article further says that firms need to steer clients in a healthy direction. WOMMA’s mission is to promote and improve word of mouth marketing. They state, “We stand against shrill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship to the marketer.”

Word-of-mouth is important in an era where people tune out marketing. Word of mouth communication from credible sources leads to beneficial and trusted relationships.


Mary Hughitt
JOUR 3279
Blog Assignment

PR Firms and the Blogosphere

New types of media are making news reporting change the way news is delivered. People are looking for other ways to get their news. These include turning to blogs to get their news. In the PR world, some firms are creating blogs on their Web site to inform people on the happenings within their industry. These blogs will bring the information straight from the firm to the consumer. Companies of all kinds are looking for way to reach the media-saturated consumer. Blogs are a good way to achieve this, however it may not be the ideal approach for each company.

While it is an innovative way to produce information, and some firms are taking this approach, there are still very few blogs being written about their particular industry. According to Ketchum PR, recent estimates suggest that only 4 percent of America's largest companies have outward facing blogs and only 10 percent of small businesses have an industry-related blog.

One of Minnesota’s biggest PR firms has created a blog on their Web site to connect with their audience and provide information that is accurate and timely. Padilla Speer Beardsley is a national PR firm that uses this new media. This firm prides themselves on being creative and inventive. The use of a blog gives the consumer a snippet of information with links embedded for more information. This provides a quick taste of what is going on within the organization or extended information on a certain topic related to public relations. I encourage people to go to www.psbpr.com and take a look.

Cristina Reginato
JOUR 3279
Blog Assignment

Public Relations – a Global Perspective

In American society, most news is generated through public relations. The position of the public relations practitioner maintaining a positive image between client and public is therefore extremely visible and popular. Generally, public relations professionals possess a media interest and a degree in communications.

In Europe, the picture is different. Only a few universities offer a specialized public relations degree, as the practice of public relations is widely undiscovered. However, the few institutions offering such a degree in Europe present it exclusively as part of their business division.

The further one extends the geographical borders of the field of public relations, the broader the definition appears. But how can such a powerful tool have different roles across the globe resulting in differing degrees and objectives? When looking at what differing public relations portraits have in common, the picture seems clearer.

All public relations professionals serve as a client’s guide to persuade the public in a positive way. In doing so, the professional communications practitioner find themselves dealing with a number of stakeholders such as CEOs, managers, lawyers, policymakers, and most importantly, the general public.

When viewing public relations in a global context, one can clearly see how complex and broad the profession is and will be in the future. In order to be a successful public relations practitioner, it takes more than just a degree hanging in an office. A true professional must constantly consume news and be well informed in various fields of education such as business, law, and political science.

Matt Richter hails from Germany
Matt Richter
JOUR 3279
Blog Assignment

For Better or For Worse….

in scandal and in triumph

When you think about recent catastrophes like the I-35 bridge collapse or the resignation of Eliot Spitzer, PR firms really do have their work cut out for them. And whether you are working for the Minnesota Department of Transportation or for a well-known public figure or company, you are bound to run into “relationship troubles” that may affect the way the public thinks about them. But you, the public relations practitioner, needs to provide guidance to help them during this difficult time. Therefore, when facing a crisis or if prone to crisis situations, keep the following in mind as they may help you handle a tough situation:

Expect the unexpected. Bernstein Crisis Management, a national consultancy with more than a handful of crisis experts, suggests having vulnerability audits to see how prepared PR is for an unexpected crisis. It seems simple, but is often overlooked. Don’t underestimate the power in knowing the ins and outs of “what-if” scenarios.

Be aware of every word you use to describe a “sticky situation.” Your clients are not perfect. For example--when Don Imus’ spit out racially derogatory comments toward the Rutger’s women’s basketball team last year, it cost him his job.

How did PR people handle the situation? Imus made a public apology, and yet CBS fired him. Officials from the CBS station were upfront because of the nature of his remarks, but they were brief in their response. They made clear that they were going to let him go and his remarks were unacceptable.

The head coach for the Rutger’s women basketball team took the high road and said the team forgave Imus and that they would keep an “open mind” upon meeting Imus.

Lesson learned? Things happen and a crisis cannot be ignored. Be ready to take action. Be even more ready for the media to pick up and run with it. The press waits for moments like these to get the “scoop.” Knowing this ahead of time will help you prepare for the seemingly never-ending questions the reporters will throw your way.

Get ready for a lifetime of happiness and hardships with your clients. And remind society why it needs PR. Know that there will be bumps along the road and be prepared. Or at the very least, be aware.

Kelly Jo Mitchell
JOUR 3279
Blog Assignment

Arthur Page: Little Known (Dirty) Facts

To most people in the PR industry, Arthur Page is a hero. He is seen as the father of the practice of modern corporate public relations and his philosophy of ethical and effective communication with the public has set standards for corporate practices for decades. Page’s vision, in fact, is so influential that there is a professional society as well as a research center at Penn State University established in his name.

What most of Page’s devoted fans aren’t aware of, however, is that Arthur Page was involved with controversial organizations and practices that are ostensibly counterintuitive to his central principles. According to the Arthur W. Page Society’s web site, Page believed that "all business in a democratic country begins with public permission and exists by public approval."

Shortly after World War II came to a close, the U.S. government felt a need to contain Communism in Eastern Europe as soon as possible. In 1949, the National Committee for a Free Europe was established and included our very own Arthur Page as a board member. It was not discovered until much later, however, that the committee was an instrument of the CIA.

That very same year the Committee established Radio Free Europe, which was founded to inform its Eastern European listeners about the fall of Communism. Because the CIA funded the radio, the government needed a way to disguise the source of financial support to gain trust abroad and avoid scandal at home. The committee thus created the Crusade for Freedom, a massive public relations campaign convinced many Americans to donate millions of dollars to the (already funded) Radio Free Europe.

With the help of experts (from Minnesota!) in public relations, the committee created Freedom Scrolls for Americans to sign, which they delivered to Berlin. They created Truth Dollars for Americans to purchase and donate to the stations to spread democracy. They even created a Freedom Bell that was cast identically to the Liberty Bell and delivered it, along with the scrolls, to Berlin in a special bell-ringing ceremony.

If it is documented that Arthur Page, the hero of modern PR, was involved in this deceptive massive public relations campaign and propaganda generator, what does this mean for the field of PR? I suggest that the history of PR should be reexamined and rewritten to include how it has been and is still used by governments for less than ethical reasons. Even the negative aspects of its history may be used to enlighten the field today.

Allison Troyer
JOUR 3279
Blog Assignment

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Crabtree, Nate L. The Story of the World Freedom Bell. Minneapolis: Nate L. Crabtree Company, 1951. 2
Sig Mickelson. America’s Other Voice. (New York, NY: Praeger, 1983)
Stacey Cone. Presuming a Right to Deceive: Radio Free Europe, Radio Liberty, the CIA and the News Media. Journalism History 24 (Winter 1998/1999). p. 1.

MNPR Blog Teams with class at the University of Minnesota

Recently, I was approached by Marti Jones, an adjunct at the University of Minnesota School of Journalism and Mass Communications, to guest lecture about the influence of blogs and how students need to understand blogs as a growing communication channel for public relations professionals.

The class, Public Relations Writing and Tactics, is a professional skills course designed to develop writing expertise and tactical thinking for public relations practitioners. Marti assigns various assignments to help students gain experience in the art of public relations writing. But she felt it was time to do something different than the standard tactics, she wanted to create something new for her students beyond just the press release, media alert, feature article, and op-ed.

So we decided to create an assignment where her students would write a blog post for MNPR Blog focusing on a public relations trend or an aspect of the public relations profession that they believe would interest the readers of MNPR Blog. We thought we could accomplish two objectives with these series of posts throughout the month of April. One, we would provide a different twist for the readers of MNPR Blog to read what students are thinking about in regards to the profession; and two, we would provide a different outlet for the student to express themselves and to tailor their writing to a blog with a distinct audience.

I have come realize that as a public relations professional I get so wrapped up in my day-to-day business, I don't have time to focus on new trends or the past history of our profession.

We hope you enjoy this series, it is something new and different for both myself and Marti, but new and different are good especially when it comes to teaching about the fast pace nature of public relations. I encourage you to comment on their posts and encourage them on their journey to become PR practitioners.

-Ryan

University of Minnesota PRSSA Chapter Acknowledges Outstanding Members

The University of Minnesota’s Willard Thompson PRSSA Chapter announces its 2007 Member of the Month award recipients. The members who excelled in their PRSSA efforts and were nominated by their peers include Jessica Kasmirski, Katie Kraker, and Ashley Larson.

Jessica Kasmirski is the chapter’s Member of the Month for October 2007. As a senior majoring in public relations and minoring in business management, Kasmirski brings valuable insight to the chapter. She contributes her skills as Account Executive for client Comply in the Ear. Currently, Kasmirski is involved in the CLA mentorship program and interns with the College of Continuing Education. After graduation she wishes to work for a PR agency in either Miami or Chicago.

Katie Kraker is the November 2007 Member of the Month recipient. She is a first-year sophomore focusing on a major in the Mass Communication track. She enjoys traveling and is incorporating this into her education this spring by studying in Germany. Kraker loves the language so much she is looking into making her current German minor a double major. Kraker is involved in the PRSSA activities committee and organized the Round Table Alumni event and last semester’s chapter trip to Chicago.

Ashley Larson received the December 2007 Member of the Month award. She is a sophomore pursuing a strategic communications degree with a public relations focus. Her minor in art supplements her PRSSA work. She wishes to find a way to merge the two interests together in a future career. Larson joined the chapter two semesters ago and has contributed to both the event planning committee and the firm. Her dream job would be to work with Minnesota Twins baseball team.

The University of Minnesota Willard Thompson Chapter Member of the Month award is offered to members who display talent and good work ethic in their respective chapter positions. The award is nominated by fellow chapter members and is given to someone who is passionate about the public relations industry.

Spong Named to Advisory Panel for University of Minnesota

Carmichael Lynch Spong President Douglas K. Spong, APR, has been named to the inaugural eight-member advisory panel for the Professional M.A. in Strategic Communication Program in the University of Minnesota School of Journalism and Mass Communication. The panel is comprised of some of the Twin Cities most recognized advertising and public relations professionals and will serve as a recommending, consultative body, helping to shape the strategic communication program.

Doug Spong founded Carmichael Lynch Spong in 1990. He is an accredited member of the Public Relations Society of America and has received five presidential citations for extraordinary service to the society. Spong is also a founding member of the Council of Public Relations Firms where he has served as both a four-year director and three-year treasurer.

Launched in the fall of 2005, the Professional M.A. in Strategic Communication provides advanced strategic thinking capabilities for early career professionals. The program is tailored to provide the best foundation for future communication leaders, recognizing the communication industry is changing rapidly. Participants include approximately 20 high-caliber students annually from a diverse range of professional backgrounds, and the program focuses on meeting the needs of the Twin Cities business community.

"I’m delighted to be partnering with a renowned institution like the University of Minnesota because I’ve always had a particular fondness for the journalism school," says Douglas K. Spong, APR, president of Carmichael Lynch Spong. "Our panel is excited to provide informed leadership for the University of Minnesota's first master’s program in strategic communications, and we believe this program will produce professionals that will play a key role in the success of Twin Cities businesses."

2 Rs, 2 Ls and 2 Fs

As I mentioned earlier this week, I had the opportunity to speak with University of Minnesota students Wednesday night. I talked to them about how I got started in public relations and what I like about my job. I then talked to them about the 2 Rs, 2 Ls and 2 Fs. Let me explain.

The 2 Rs:

Writing

Reading

The 2 Rs are the most critical and basic skills of public relations in the traditional sense. The first R actually starts with a W, but no one at the meeting seemed surprised when I told them that they need to understand how to write.

Just as important is to have a good, well-rounded library of magazines, books and newspapers that you like to read. Read everything and read always.

The 2 Ls:

Learning

Listening

Learning is an essential component of any PR practice. Whether you are working in a corporation or at an agency it is critical to understand the products you are selling and it is very important that you have a teachable heart.

As I told the students last night, "you may think you know everything, but there is no way you are as smart as you think." Well, at least that has been true for me anyway. If I only had a dollar for every time I was wrong!

A close colleague of mine shared that listening is a skill that is often over looked. Often we are so excited to share our amazing ideas that we forget to listen to what our customer really wants. If you want to be successful learn to listen.

The 2 Fs:

Failure

Fun

Failure is part of life and failure is part of any successful career. You need to take risks to succeed and when you take risks sometimes you fail. I mentioned above that I wish I had a dollar for every time I was wrong, what I didn't say is that I have two dollars for every time I was right! The idea is to try and succeed more than you fail. Learn from your mistakes and then capitalize on them and make it better next time.

Having fun! If your not having fun you need to find a new job. Of course in every job there are going to be days that suck, but try and find a position where you are having fun more often than not.

University Students Form Fusion Marketing with Risdall Marketing Group

Fusion Marketing, a student-run agency of Risdall Marketing Group (RMG), introduces an all-new internship program. Instead of interns working with senior staff members, a group of 13 students from the University of Minnesota’s School of Journalism and Mass Communication will be working together directly with clients. Students are hired and seen as employees of the company.

Dr. Dan Wackman, Ph.D., director of undergraduate studies at the University of Minnesota's School of Journalism and Mass Communication stated, "The structure of students working with students is a novel idea that other agencies do not incorporate into their internship programs. We believe that this program will make the students more marketable for jobs than other graduates across the country."

RMG was inspired to start a student agency after it hosted three "Intern-for-a-Day" programs. On these days students from colleges around the Twin Cities were invited to RMG to brainstorm with clients and met with mentors.

"The ideas and energy that came out of the students were remarkable. By creating a 10-week program, we have allowed the students to utilize and expand these ideas to full capacity," states, John Risdall, CEO.

Each week Fusion Marketing is assigned a project for a different Risdall account. The following week, their ideas are presented to the client. Some of the clients Fusion Marketing will be working for include the Masters Forum, Twin Cities Originals, Zia and Taymark.

"Responding to a single e-mail, almost 100 advertising and public relations students sent their resumes and writing samples in hope of obtaining an interview for a prestigious spot with our student agency," said Risdall. "We interviewed 50 students, and it was tough to narrow it down to 13 because all were highly competent for the positions."

As a commitment to Risdall, students are working at least eight hours a week and receiving a weekly paycheck of $100. Fusion Marketing is composed of six account executives, two public relations specialists, two art directors, two copy writers, and one media planner. The program will last 10 weeks, with a possibility of permanent employment upon graduation.

"I'm really excited to be here. I love working in the atmosphere of an agency. In only a week, we have already created and presented work to the Masters Forum. I could never get this kind of experience in a classroom setting," said Emily Ray, Account Executive.

Kathy Tunheim Appointed to University of Minnesota Foundation Board of Trustees

Tunheim Partners, Inc., a Minneapolis-based public relations and public affairs agency, is pleased to announce that president and CEO Kathy Tunheim has been appointed to the University of Minnesota Foundation (UMF) Board of Trustees.

Kathy was unanimously appointed as a UMF trustee by the University of Minnesota Board of Regents at their Nov. 10, 2006 board meeting. The three-year term commences immediately and ends November 2009.

“I am a proud graduate of the University, and I understand the increasingly important role of philanthropy in ensuring that higher education is prepared to play its critical part in the vitality of our great State. I look forward to being a part of this well respected board,” said Kathy Tunheim.