A QUARTERLY PUBLICATION OF MINNESOTA PRSA VOLUME 61, NO. 3 AUGUST 2010
PRSA
QUARTERLY ADVANCING THE PROFESSION AND THE PROFESSIONAL.
BP’s Crisis Response: Analysis from the Experts
By Melissa Neill, National Marrow Donor Program
David Hakenson, APR Beth LaBreche Rose McKinney, APR Paul G. Omodt, ABC, APR, MBC
In the months since the BP oil spill, not a day has gone by basics (like stopping the flow of oil), and how legal exposure
without media attention and subsequent public scrutiny. could be greatly affected by just a small PR move in any
Everyone has an opinion about how the company has handled direction. There are constraints within complex situations like
the crisis. As public relations professionals, we immediately this that will affect how the company seems to be managing –
begin to analyze the effectiveness of the company’s crisis PR-wise – in the public’s eye.
response. Was the company prepared? How effective are the
Having said that, from my outsider’s view, here are two
spokespeople? Read on to learn what a few of the Minnesota
suggestions:
PRSA crisis experts, surveyed last month, had to say about
BP’s response to-date. • Broaden the team of people responding – even the best
CEO can’t carry an event of this magnitude on his/her
How do you feel about the way BP has handled the
shoulders. Broadening the team can more efficiently
crisis so far? What steps could they take to improve their
and effectively move important information out to
response?
stakeholder groups, and can mitigate the risk when a
“I feel it is always dangerous for others, like PR firms, to
spokesperson missteps or isn’t viewed by the public as
comment on a strategy that we haven’t been a part of. This
genuine, competent or connected. In this case, even
is because, even though we feel our work is of the utmost
the specifics like Hayward’s British accent are a factor,
importance in situations like these, we will never know what
in terms of the misalignment of company response
is taking place in the war rooms of the situation – where
to the listener’s need to know, understand and form a
operations, safety, legal
perception.
and other departments
are discussing the • Broaden the public’s view – there are many companies
“It is also clear the most situation and making involved in this drilling operation. Again, it is very
effective way for them decisions on how to complex. Just because BP is the consumer brand in the
to move forward would move forward. This mix and the one who sells the oil and profits from it,
be to work on clean up is my firsthave been in
because I
disclosure doesn’t mean that company is solely to blame. BP should
have broadened the perspective, through education that
efforts – letting all of those rooms. I know may lead to better understanding of players affecting
America and the world when and why certain the situation. They attempted this strategy at one point,
roll up their sleeves to decisions are made to but they pointed fingers instead of educating, which
protect
help clean up and restore firstthis case,people
(in also the
backfired. I’m not saying BP isn’t solely to blame. They
may be. But this isn’t that simple, and it is too early to
what has been tainted.” environment), how to tell. While the main priority has to be operational –
logistically handle the stopping the leak – there will be a natural pause after
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ADVANCING THE PROFESSION AND THE PROFESSIONAL
BP CONTINUED
that is complete during which the public would have the have technical and operational experts speak to relevant
tolerance, time and interest to understand the details of details that the public wants to understand. We all do best
who was involved, and what the ramifications for those when we talk about what we know. CEO’s know about
companies should be.” running the organization; they don’t always know (nor should
they) the intimate details of the concrete or pressure readings
Beth LaBreche
on complex gauges.”
CEO, LaBreche
Rose McKinney, APR
“Even with the most flawless crisis response communications
President, Risdall McKinney Public Relations
in place, BP is still being battered in the court of public
opinion because it hasn’t been able to effectively deal with its “Starting today as a first step, I would encourage
most prevalent crisis - a massive and unrelenting oil spill. That communications focus on the clean up efforts and then work
said, BP has some decent communication structures in place with BP to live up to its current brand positioning of ‘beyond
but they are overshadowed by a crisis with seemingly no limit. petroleum.’ This may sound counterintuitive, but we need to
If I were advising BP, I would encourage them to separate out move through this crisis to the ‘end of the story.’ In my mind,
the many different crises they face – the worker deaths, the we all have some culpability for the spill because we all use
oil leak, the oil spill/clean up, the ongoing crisis of confidence petroleum-based products in our everyday lives. BP should
and the crisis of forward-looking vision or direction. If they help facilitate the discussion of the post-petroleum, new
were able to begin to show how each of these were being energy world. There have to be better ways to solve our energy
worked on and how they were striving to move forward (and other) needs, and BP should consider using their current
despite the odds, they would be in much better shape. It is crisis as a spring board to discuss what’s next.”
also clear the most effective way for them to move forward
Paul G. Omodt, ABC, APR, MBC
would be to work on clean up efforts – letting all of America
Vice President Crisis & Critical Issues, Padilla Speer Beardsley
and the world roll up their sleeves to help clean up and restore
what has been tainted.”
How effective do you think BP CEO Tony Hayward has
Paul G. Omodt, ABC, APR, MBC
been in his media interviews? What media coaching tips
Vice President Crisis & Critical Issues, Padilla Speer Beardsley
would you advise? Can a company like BP redeem itself
If you were BP’s PR agency of record, what would be your after a crisis of this magnitude, and how?
first step in handling this crisis “It’s hard to know, since the disaster is
“That first step would have happened still unfolding. If BP follows through on
years before this incident, during scenario “We all do best when what it has said it will do –that they bear
planning. This is a phase that BP looks to
have missed. It is when all possible issues
for
we talk about what we responsibilityright,the spill andwill have ato
make things then they
will pay
and incidents are put out on the table. Each know. CEO’s know start. But the environmental impact is so
is ranked for severity and probability. This about running the incomprehensible that they may never be
involves an examination of the company’s organization; they able to fully recover. Unlike the Exxon
operations around these possible situations. don’t always know spill which (now) was much smaller and
Based on the company’s ability to logistically
respond to each scenario, a communications
in remote Alaska, the
(nor should they) the occurred wash up on the highlyeffects of this
spill will populated
plan for each is developed, and then tested intimate details of the gulf coast for years to come. That’s a highly
and refined. It seems as if this process was concrete or pressure visible daily reminder of BP’s misdeed.”
skipped or the incident of an oil spill was readings on complex David Hakensen, APR
never considered, and thus, planned for.” gauges.” Senior Vice President and General Manager,
Beth LaBreche Fleishman-Hillard Inc.
CEO, LaBreche
“This may be one of the worst tragedies of our lifetime. The
“He had the potential to be far more effective – if anything one idea that keeps going through my mind is: reinvent
he has gotten grief for not being polished and prepared; the yourself. This doesn’t mean trying to bury the past – that
public has been critical that he was not trained. I think a far would be impossible in this case – but I think, with the right
better messaging strategy would be to have subject-matter leadership having a long-term, authentic vision and personal
spokespeople; let the CEO address big-picture aspects and passion shaped by this tragedy – BP could have the size and
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ADVANCING THE PROFESSION AND THE PROFESSIONAL
MINNESOTA PRSA
BP CONTINUED
oddly unique position to do something good in the world, since learned several
having to do with energy. It would be exciting to be a part of things about the
the team helping to create that new vision. And, if BP gets coziness of regulators “…if BP gets smarter
smarter because of all this, there will be a PR person at that and private industry,
planning table, helping to connect what the company does to which is troubling but
because of all this, there
what it says it is going to do.” not surprising based will be a PR person at
Beth LaBreche
on past experience. So that planning table,
CEO, LaBreche
government oversight helping to connect
was certainly lacking.
“Yes, I believe BP can redeem itself if it carefully, planfully For all of the criticism
what the company
and strategically does so over a period of time. Much of of Hayward’s remarks, does to what it says
Western culture is based on the concepts of redemption – but President Obama it is going to do.”
there are certain steps that must be taken for redemption to has also not chosen
occur. BP must show contrition, show the steps it has taken his words well, with
to change its ways, and show us how they intend to live in the comments like needing to ‘kick some ass,’ and his remarks
future. This may seem like an over simplistic way of looking about Hayward and BP that were interpreted as xenophobic
at this, but it can be done.” on both sides of the ocean.”
Paul G. Omodt, ABC, APR, MBC David Hakensen, APR
Vice President Crisis & Critical Issues, Padilla Speer Beardsley Senior Vice President and General Manager, Fleishman-Hillard
Inc.
What advice would you give Hayward and his
communications team? “This answer is a matter of political philosophy about what
“One of the big issues in a crisis of this magnitude is role the federal government should play in any crisis –
balancing the need to communicate with the need to from oil spills and hurricanes to auto manufacturing and
keep quiet, and this is ultimately the internal struggle of financial services. From my perspective, it seems like the
communicators and lawyers. Both want to protect the assets federal government has raised more concerns than it has
of the company, but for different reasons. Having been on alleviated and that it has been more about sending a finger-
the inside of many large corporate crises, I have a better pointing message that could lead to bankruptcy, financial
appreciation for the nuance it requires. There are reasons ruin and mass job losses rather than supporting BP – and
companies do not disclose as much as we’d like them to, and the industry as a whole – with productive action to fix the
that’s an unfortunate reality of any crisis. You may take the hit problem, prevent future problems and repair the damage
reputationally, but it might mean preserving the solvency of to the environment while ensuring future solvency of a
the company.” critical part of our global economy. Regardless of viewpoint,
the government has to balance a shared commitment and
David Hakensen, APR responsibility to constituents who have complex relationships
Senior Vice President and General Manager, Fleishman-Hillard to businesses and individual citizens, not to mention our
Inc. increasingly global relationships. Like so many things, it’s
How do you feel about the way the federal government has almost impossible to respond and act in ways that will be well
responded to this crisis? received by all.”
“I don’t think the government grasped the scope of the Rose McKinney, APR
problem out of the gate and relied too much on BP’s early President, Risdall McKinney Public Relation
confidence that they had the matter in hand. Also, we have
New to PRSA
Jacqueline Cartier Kari Nolan Megan Mahoney
American Public Media WCCO TV
Alison Buckneberg Christina Schmitt John Arnold
PR Specialist Public Relations Manager Marketing Specialist
MLT Vacations Minnesota Public Radio Celarity
ADVANCING THE PROFESSION AND THE PROFESSIONAL
MINNESOTA PRSA
Committed to Advancement
Candee Wolf, APR, American Dental Partners | Minnesota PRSA President
I love to write and do a lot of it for work, • Student Outreach
but that doesn’t make it easy. That was Minnesota PRSA provides guidance and special
especially true as I was trying to determine opportunities to nine affiliated PRSSA chapters in
what I wanted to write about for this issue. Minnesota, North Dakota, South Dakota and Wisconsin.
We already had wonderfully experienced Students have opportunities to learn more about
authors discussing crisis communications leadership within PRSSA and internships in the “real
and ethics. We already had terrific profiles world.” Students are provided with access to the Dr.
of members and award-winning agencies. Willard Thompson PRSA Scholarship and with access to
Candee Wolf, APR The more I considered the article topic, the 1:1 mentoring. In addition, the chapter hosts an annual
more I came back to the commitment of the Pro-Am Day event matching PRSSA students with local
chapter: advance the profession, advance the professional and PR professionals to learn more about work environments
advance the society and provide value to members. and job expectations.
There are many ways Minnesota PRSA does this: • Business Community Outreach
• Alphabet Bash The business community outreach committee is currently
Minnesota PRSA has been active with Alphabet Bash in discussions with a local publication for a public
since its start five years ago. This multi-organization relations survey. We continually strive to demonstrate
event is more than peer-to-peer networking. It’s also how public relations can benefit the business community
an opportunity to promote the profession and society and demonstrate the value of PRSA. We need the
to non-members interested in potential membership. assistance of all members in this endeavor to succeed in
Consider attending this year on Aug. 12. Help advance the long-term. It is everyone’s collective responsibility to
the profession while you advance your professional help educate the community at large about the role of
network. public relations.
• Professional Development Events • Hands-on Learning
We strive to bring the very best in professional Interested in adding to your writing portfolio? Consider
development events to you whether original or volunteering with our communications committee.
partnered events. Minnesota PRSA was proud to provide Always wanted to coordinate events large or small?
promotional support to “An Evening with Brian Solis” Check out our classics and professional development
on July 27, presented by Kane Consulting. Minnesota committees. Want to help guide young professionals?
PRSA’s Roundtable event on Aug. 20 will feature Sara Serve as a mentor through our membership committee.
Gavin, president, Weber Shandwick. And planning Volunteering with Minnesota PRSA offers countless
is underway for the annual Professional Practices opportunities for continued education for professionals of
Conference this winter. all ages.
• APR Preparation These are just some of the ways Minnesota PRSA advances
Minnesota PRSA offers free classes to help members the society and provides value. We always strive to do more
prepare for accreditation. Practitioners who have in these areas. Consider helping us achieve further growth
successfully completed PRSA’s voluntary accreditation in these areas and share your thoughts on how to do so on
program have said it’s added to their PR knowledge Twitter, Facebook or drop me an e-mail. The chapter looks
base, aided their ethical practice of public relations and forward to hearing from you.
enhanced their desire to continue practicing and studying Candee Wolf, APR
public relations. cwolf@amdpi.com
• Social Media Twitter: @candeew
Ok, so Minnesota PRSA doesn’t have a lock on
social media, but you can find us on Twitter (@
MinnesotaPRSA), Facebook (facebook.com/
MinnesotaPRSA) and YouTube (youtube.com/
MinnesotaPRSA). Here you can learn more about PRSA,
the chapter and engage with PRSA members and the
community.
ADVANCING THE PROFESSION AND THE PROFESSIONAL
MINNESOTA PRSA
Member’s Perspective
By Laura Kaslow, Luther Seminary
NEW MEMBER organizations. I also spent two years as a journalist for a small
daily newspaper.
Name: Kasey Skala
Company: Great Clips, Inc. What have you gained most from your PRSA membership?
Position: Communications Specialist Since joining in 2008, I’ve been fortunate enough to have
Member Since: 2008 a great mentor in Brant Skogrand – who currently serves
as treasurer for Minnesota PRSA. He was instrumental in
Tell us a little bit about yourself. me getting involved early on and using my membership to
I was born and raised in Owatonna. Went network. As a result, I've been able to meet a lot of great
to Drake University where I majored in professionals and have been able to turn those relationships
public relations and marketing. I spent a year in California into friendships.
after college before moving back to Iowa for two years. I've
been back in Minnesota since 2007. I have two dogs, live in I hope to continue my involvement in Minnesota PRSA,
Bloomington and oddly enough, despite living in Minnesota, eventually obtain my APR, and continue to be a vocal
I don't drink hot liquids. supporter of the public relations industry. I'm a huge advocate
of our local PRSA chapter and find it incredibly valuable
Tell us a bit about your PR background. for me and my professional advancement. The experience
Most of my professional experience has been in the financial I've received has been invaluable, and I'd highly encourage
industry working for small financial firms and large, everyone to get involved and share their voice. Our chapter
national banks. Prior to my recent move to Great Clips, I is only as strong as our members, and I'm looking forward to
owned my own digital consulting firm where I worked with our chapter continuing to grow and provide value.
beauty/health, education, food and beverage and nonprofit
SEASONED MEMBER
lively and hard-working people, and I’m equally privileged to
Name: Barb Iverson work with amazing clients. What’s not to love about that?
Company: Weber Shandwick
Position/Title: President, Financial I’m the president of my firm’s global financial services
Services Industry Practice industry practice. This means I get to live in Minneapolis, but
Member since: 1996 I have the good fortune of working with colleagues in other
Weber Shandwick offices around the world doing important
Tell us a little bit about yourself. and rewarding PR campaigns for clients the caliber of the
I grew up in a small town in Iowa, attended U.S. Treasury, Prudential Retirement, Ernst & Young, the
K-12 all in the same building and then studied journalism at Federal Reserve Bank, MasterCard, Federated Investors,
Iowa State University. Watergate unfolded during my college MassMutual and the U.S. Census.
years, so I had ambitions of being a Bob Woodward or Carl
Bernstein-style reporter for a major daily newspaper. Instead, One of the things I’m most proud of is our work on federal
I ended up working as a weekly newspaper editor right out of government accounts. We first won the IRS’s business in
college. While it was a far cry from the job I had dreamed of, 2002, which was our firm’s entry into government contracts.
I learned so much. A year later, I entered PR and have been We’ve since won business with several other bureaus of the
doing this ever since. U.S. Treasury, plus the Federal Reserve Bank, the U.S. Census
and FDIC. We’re now entering our seventh year representing
I’m passionate about many things: my community, my work, the U.S. Treasury on its high-profile Go Direct campaign,
my family, public policy, personal finance, the news and good a campaign that I helped create and that my firm branded.
music. In my spare time, I love visiting my kids (Julie, 30, Because of its extraordinary success, Go Direct has become
lives in San Diego, and Reed, 28, lives in New York City); one of Weber Shandwick’s and the PR industry’s model
hosting get-togethers for my husband’s family; meeting campaigns for demonstrating measurement and ROI.
friends for coffee at Caribou and YUM; hanging out with
my husband Jim; blogging; reading; and watching news and I was recently in Dallas where I served on a panel of Weber
public affairs shows. Shandwick practice leaders discussing trends we’re observing
in PR. Check out our Financial Statements blog for details.
Tell us a bit about your PR background. www.financialstatementsblog.com/2010/07/ten-trends-
Early in my career, I worked for eight years in university PR at transforming-public.html
Montana State University in Bozeman and at the University
of Wisconsin-Eau Claire. I moved to Minneapolis 25 years What have you gained most from your PRSA membership?
ago and worked in communications director jobs for Ramsey I’d say many things, but especially relationships and
County, the Minnesota Department of Trade and Economic friendships.
Development and the Minnesota Department of Revenue
It’s a fascinating time to be in PR. Having been in PR for 33
before joining Weber Shandwick.
years now, I can say without hesitation that the opportunities
Joining Weber Shandwick in April 1996 was the best career for our profession, our industry and our careers have never
decision I’ve ever made. I work with smart, creative, fun, been greater than they are today.
ADVANCING THE PROFESSION AND THE PROFESSIONAL
Preparing for the Future of PRSA in Minnesota:
Board Members Work Through the Summer to Update Chapter Bylaws
By Rebecca Wright, Weber Shandwick
At this year’s Leadership Rally in New Each local chapter throughout the country will be required
York City held on June 4 and 5, PRSA to update their bylaws by September 2011, but Minnesota
distributed a “model bylaws for chapters” PRSA chapter board will work through the summer on the
template designed to guide PRSA chapters updates and expects to vote on them as a board. Then, they
through the process of updating their will send the updated bylaws to PRSA this fall for review. The
bylaws. The introduction of this blueprint board also aims to facilitate one or more teleconferences with
was the result of a major revision of the chapter members to give them an opportunity to discuss and
national bylaws approved by the PRSA review the updated bylaws. The goal is for Minnesota PRSA
Rebecca Wright National Assembly convened in San Diego chapter members to vote on the updated bylaws at the annual
in November 2009. The update of PRSA’s meeting in December.
national bylaws has necessitated an upcoming revision of “Some members hear the term bylaws and their eyes glaze
chapter bylaws across the country. This effort is already well over, but bylaws are like a parachute in terms of how we
underway in Minnesota, and the board of directors is working govern ourselves as a chapter,” said Worden, who attended the
to create an updated set of chapter bylaws that will more Leadership Rally on behalf of Minnesota PRSA. “We don’t
closely align with PRSA’s national bylaws. really know how much we need our bylaws until we are faced
Minnesota PRSA’s bylaws have not been updated for several with a situation where we really need them. They also protect
years and have become outdated over time. David Schoeneck, us as an organization and show that we are both a strong
APR, Minnesota PRSA chapter past president, and Brooke chapter and an entity of PRSA National.”
Worden, APR, Minnesota PRSA chapter president-elect, are Related to the update of Minnesota PRSA’s chapter bylaws,
taking the lead in working with the board to update them. Margaret Ann Hennen, APR, Fellow PRSA, Minnesota PRSA
While the template provided by PRSA at the Leadership chapter past president, is advising the board on an update
Rally was designed to ensure as much consistency as possible, to the chapter’s current procedures and policies manual. The
there are still several opportunities for customization, and updated procedures and policies will be more relevant to
ultimately, the updated chapter bylaws will align the unique today’s chapter and ultimately reflect the new bylaws.
needs and governing style of Minnesota PRSA.
Chapter members interested in reviewing and providing
“Bylaws are what we govern ourselves by and the tool we feedback on the updated bylaws should look for
use to operate our chapter successfully,” said Schoeneck. “It communications about a conference call where board
is extremely important that we take the time and energy to members will solicit feedback and welcome ideas, or contact
update our bylaws so they are meaningful and useful to our Worden at bworden@webershandwick.com.
chapter today and in the coming years.”
Schoeneck and Worden were key contributors to this article.
Moving “Ethics” Into Day-to-Day Public Relations Practice
By David Kostik, APR, Kostik Associates, Inc.
Board Ethics Officer, Minnesota Chapter, PRSA
“…I pledge to adhere to the Member Code of Ethics …” – Occasionally we see ‘big issue’ ethical considerations raised
PRSA Membership Application by news media in reporting about how organizations or
individuals have used public relations to advance their
Presumably, every PRSA member has signed their name cause. And while many of us confront potential headline-
to this or a similar statement. Those who have earned the making ethical decisions from time-to-time, it’s critical to
right to put “APR” after their name have had to study and pay attention to what might seem more mundane. How we
demonstrate their understanding of the Society’s Code of handle routine ethical questions prepares us for those that are
Ethics. more extreme.
The question is how “ethics” fits into the day-to-day practice Rose McKinney, APR, president of Risdall McKinney
of our profession. Public Relations, explained that the types of everyday ethical
situations that the agency trains on range from timesheet >>
ADVANCING THE PROFESSION AND THE PROFESSIONAL
ETHICS CONTINUED
honesty (accurately recording time spent on client projects to pay for placement/performance incentives,” McKinney
as well as thoroughly detailing the efforts completed) to said. “In a recent situation, I called out the PRSA Code of
sharing credit for work and results (when agency work is a Ethics and provided counsel on how we could work together
contributing or correlating factor, but not necessarily the only with the client toward success,” she added.
reason that an objective was met).
Both Casey and McKinney said that commitment to ethical
“We have a strong commitment to being forthright about standards can cost short-term business opportunity.
our experience and expertise,” McKinney said. “A prospect
might ask if we do iPhone apps. Yes, we have the expertise Casey noted, “We have lost business opportunities as a result
to do so. Yes, we've done one for a client – not, oh yeah, of ethically-based decisions. In the main; however, we have a
we've done hundreds of these, do them all the time! There’s a reputation for ethical practices. I don't have the data to say
difference between expertise and experience, capabilities and definitely that this is a competitive advantage, but it is a big
competencies. Ethics guides how to showcase these, and as part of our DNA.”
professionals we have to represent these accurately.” “As a PR firm, we have to be willing to walk away from any
Lynn Casey, APR, chair and chief executive officer of Padilla business relationship or practice that might compromise our
Speer Beardsley, noted that a typical situation for PR firms is commitment to the ethical practice of public relations – real
the process by which a decision is made to represent a certain or perceived. Clients, prospects and employees appreciate
client or product/service category. “These are rarely simple knowing that a firm adheres to and embraces ethical practices.
decisions and firms need to be guided by their mission and After all, the reputations of all of us are on the line,”
their values. Some firms, for example, believe that every client McKinney said.
has a right to be represented unless they are engaging in illegal To learn more, please visit the following:
behavior. Other firms believe that is true as well, but don't
believe that they need to represent every client.” http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/
“Like many PR firms, we're still sometimes asked about http://www.prsa.org/AboutPRSA/Ethics/Resources/
whether we can guarantee a media placement or if we're open
Creativity Is King In Award-Winning Campaigns
By Chelsea Fadden, Carmichael Lynch Spong
It’s no secret that Minneapolis is a hub for some of the most “Although we stress the importance of storytelling when
creative and successful public relations work in the country. In writing an award entry, the most important part of creating
an effort to highlight some of the award-winning work of our award-winning work in the first place is creativity. Creativity
local agencies, companies and nonprofits, we asked leaders isn’t just about splashy big ideas; good PR practitioners can
from a few Minnesota firms to tell us what it takes to create display creativity in many ways, from building measurable
award-winning campaigns, and how these wins significantly objectives to crafting strategies that spring from a particularly
impact the local public relations industry. rich consumer insight.”
What do you believe is the most important ingredient Seth Pederson
needed to create award-winning work? Senior Counselor, EXPONENT
“Clients who allow the team to unleash the torrents of
strategic creativity and then have the fortitude to allow the
resulting ideas to see the light of day. The approach these
clients take – being truly open to new ways of thinking and
approaching challenges – always results in great creative
sessions, strategic work and motivated staff.” What is the benefit to your agency for winning these
awards?
Noelle Hawton “Awards are not just showpieces for narcissistic agency people.
Senior Vice President, Tunheim Partners They provide benefits in many other ways:
1) Make your client a star. Sending award hardware to a
client or using the awards submission recap is a great way to
brief others at your client’s organization on the work your
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ADVANCING THE PROFESSION AND THE PROFESSIONAL
CREATIVITY CONTINUED
client has done. It makes them look and feel like a star with What is your favorite recent award-winning PR campaign?
their peers and managers, which further entrenches their “Our big winner this year was GoGirl, in which we were
commitment to the agency. able to bring a new consumer brand to life in the feminine
convenience market. Its success came from the big idea of
2) Don’t take it from us, take it from a third-party judge. the brand enabling women with active lifestyles, marketing
Showcasing wins shows current clients and prospective it where they are with multiple disciplines, and empowering
clients that our work outperforms other agency and company them to be brand advocates. You Go Girl! Go to www.go-girl.
campaigns in terms of creativity and results – as voted for by a com to see it.”
third party vs. us tooting our own horn.
Joel Swanson, APR
3) It builds the case. Putting award summaries and proof Vice President, Risdall McKinney Public Relations
points together results in great case studies you can use
beyond the award show in business development for years to
come.
4) It’s a party. Bringing the team together to attend the award
ceremony is not only a great employee bonding experience, Minnesota-based agencies and organizations have shined
it’s a great time to celebrate and build relationships with this year in the national spotlight, what impact do you
clients outside of the workday. And don’t forget the after- think these national recognitions have on our local PR
party.” industry?
Julie Batliner “It boosts our region’s credibility as a player and haven for top
Managing Director, Carmichael Lynch Spong talent, and provides ‘cover’ for corporate PR decision-makers
for hiring an agency that isn’t in a larger market.”
Noelle Hawton
Senior Vice President, Tunheim Partners
“It reinforces some of the swagger the Twin Cities market has
What tips would you give to your fellow PR professionals earned over the years. We create some of the most thoughtful,
on how to create award-winning campaigns? creative work anywhere in the country; and the Fortune 500
“Firmly focus on your goal (an award-winning entry) from companies and other industry leaders headquartered here can
the start of the project. Imagine yourself eventually filling get it in their back yard.”
out the elements of the entry, from research and planning,
to execution and evaluation. Along with doing high-quality, Joel Swanson, APR
creative work in those categories, you’ll need to document it. Vice President, Risdall McKinney Public Relations
Instead of waiting until award deadlines loom and material is
scattered, collect the documentation and supporting materials
as the campaign proceeds.”
“When it comes to writing the entry itself, remember your
audience. The judges are public relations professionals like
Newsletter Contacts
you. They generally spend five to ten minutes with each entry,
most of that on the summary. A good summary includes President, Minnesota PRSA Communications Committee Chairs
the four classic elements of every good story: stage setting, Candee Wolf, APR Lisa Grimm
conflict, resolution and outcome.” cwolf@amdpi.com lisaannegrimm@gmail.com
Kathy Burnham (l), Senior Vice Board Liaison Kasey Skala
President and Marilyn Moyer (r), Tracy Carlson, APR kasey.skala@gmail.com
Director tcarlson@psbpr.com
Padilla Speer Beardsley
Newsletter Editors
Melissa Neill
mneill@nmdp.org
Minnesota PRSA
“As an awards judge, I see a lot of creative ideas, well-executed 1821 University Ave. W, Ste #S256
tactics and fantastic results. But the most under-appreciated Chelsea Fadden
St. Paul, MN 55104
and under-represented part of most entries is the section on chelsea.fadden@clynch.com
Tel: (651) 917-6244
objectives. All marketing programs, including PR programs, Fax: (651) 917-1835
Design/Production Coordinator
must begin with a measurable business objective in mind Dan Marfield office@mnprsa.com
and relate the results to those goals. Without it, no one can dmarfield@nonprofitsolutions.com www.mnprsa.com
effectively judge the success, or failure, of your campaign.”
Seth Pederson
Senior Counselor, EXPONENT
ADVANCING THE PROFESSION AND THE PROFESSIONAL