MICHAEL DRIEHORST Temperance, MI 48182-1551 734-347-6587 ♦ mike.driehorst@gmail.com ♦ www.mikespoints.com (blog) EXPERIENCE SUMMARY My four years experience in newspaper journalism combined with 15 years of proven public relations practice – including four years in social media marketing – provide me with the range and depth of experience to develop the right set of strategies and matching tactics to effectively reach the right target audience(s). CORE SKILLS & ACCOMPLISHMENTS Strategic Thinking: Develop public relations and social media marketing plans for project-specific and year-long objectives for consumer- and business-focused clients. Also experienced in developing recommendations for new business development. Played integral role in development and implementation of a marketing plan that increased home attendance for a minor league hockey team by 30% from the first through the conference final playoff rounds. Developed campaign theme, among other contributions. Regular columnist at TalentZoo.com since January 2008, contributing to Marketing Moxie (http://www.talentzoo.com/in_the_news.php?catID=5) and Very PR columns (http://www.talentzoo.com/in_the_news.php?catID=2).
Public Relations/Media Relations: Direct PR and media relations planning and implementation activities, including interviews with clients and clients’ customers for research, writing news releases and columns, developing media lists, establishing relationships with editorial contacts in consumer and trade media outlets (print, broadcast, online), and event planning/coordinating. Directed media relations activities (press kit development, media contact, event planning, etc.) for North American launch of the first self-cleaning glass. Results included more than 400 print media articles, and 330 cable and broadcast TV and radio stories. Developed successful story pitches to consumer and trade media that positively impacted clients’ corporate and product brands. Media outlets include Toronto Star, Chicago Tribune, USA Today Weekend, Toledo (OH) Blade, Midwest Living, Inc. Magazine, Robb Report Collection, Automotive News, Building Design & Construction, Electric Light & Power, Environmental Design+Construction, Information Week, Plastics News, This Old House.
Social Media: Plan, develop and spearhead social media monitoring and analysis, outreach, discussion board participation, community development and other social media marketing activities. Blogging at www.MikesPoints.com since June 2005, with focus on public relations, social media marketing, journalism and related topics. Successful mommy- and foodbloggers outreach for Toledo chocolate maker: 12 bloggers contacted resulted in nine positive blog posts and multiple mentions on Twitter. Blogger research and outreach to green, daddy and lifestyle bloggers that resulted in at least 10 direct and indirect posts. On-going social media monitoring to track client’s key trends, competitor activities and customer mentions in social media.
Writing: Experienced writing for an array of communications vehicles, including B2C and B2B Websites, news releases, newsletters, advertising, direct mail and speeches.
Page 2 PROFESSIONAL EXPERIENCE Diamond Communications, Temperance, Michigan; August 2008 to Present President / Founder Responsible for business development, and client service with focus on public relations and social media marketing. Also serve as freelance reporter for two Northwest Ohio newspapers. Hanson Inc., Maumee, Ohio; February 2007 to August 2008 Messaging Strategist Led social media marketing activities, including responsibility for developing employer’s social media services. Duties included working with director of strategy to establish company philosophy, developing social media recommendations and programs, establishing processes, selecting vendors for monitoring, guidelines for involvement in Wikipedia and more. Also served as primary writer for Website development, and assisted with foundational search engine optimization (SEO) and Website traffic statistical analysis. The Lauerer Markin Group Inc., Maumee, Ohio; August 1994 to February 2007 Media Relations Manager – 2000 to 2007 Media Relations Specialist – 1994 to 2000 Directed public relations activities for business-to-business and consumer clients. Duties included sole responsibility for social media activities, including blogger outreach; developing feature, news and crisis response news releases (written to AP Style); monitoring and analyzing editorial coverage; market and primary research; and event organization at trade shows, client facilities and online. Successfully developed strategic programs for re-branding, new product launches for public relations aspects of marketing communications plans for internal and external client audiences. INDUSTRY EXPERIENCE I am fortunate to have worked with a range of business-to-consumer and business-to-business organizations. These companies, institutions and associations include those in the following markets: automotive OEM and aftermarket; business consulting; confectionery; consumer electronics; electric utilities; emergency preparation/safety kits; health care/HMOs; homebrewing; lactose-free beverages; medical device; minor league hockey; packaging (plastic and glass container); plastics and floriculture trade associations; plastics and metalworking machinery; and residential and architectural building and household products (insulation, windows, roofing, cabinets, faucets and others). RELATED EXPERIENCE The Herald Newspapers (Toledo Edition) – Toledo, Ohio Editor, November 1993 until August 1994 The Review-Times Newspaper – Fostoria, Ohio Staff Writer, March 1992 until November 1993 Northwest Signal Newspaper – Napoleon, Ohio City Reporter, June 1990 until March 1992 EDUCATION Adrian College, Adrian, Michigan Bachelor of Arts degree, majors in English-Journalism and Economics GPA: 3.35/4.0