Category Archives: Events

Student Day Recap: From the Eyes of a Student

Emily Bower, PRSSA President at The University of Akron

Student DayThis year was my first year attending the PRSA Student Day at Eaton, and I have to say I am dismayed that I waited until my senior year of college to attend this event. I learned more about how to get my first “real” PR job in an afternoon at this event than I have in an entire semester of trying to figure everything out of on my own.

When I first arrived at Eaton in the morning I had no idea what to expect. I know they were a large company, but after having my ID checked by the security officer at the gate and after walking into Eaton’s expansive, modern lobby, I kind of felt like I had stumbled into Willy Wonka’s chocolate factory. Student Day was the first time I had ever been to such a huge corporate campus and everything just seemed so strange and intriguing, and the magic of the day really didn’t stop there.

The first panel of the morning was all about how to manage brands. What I really liked about this panel was that the three panelists were all so diverse in what they did. One panelist worked for the Cleveland Foundation, another worked for the Ohio Department of Transportation, and the other worked in commercial properties. This broad array of perspectives from the field was nice to hear, especially for someone like me who is still not sure what kind of PR she wants to do. Each of the panelists talked about current trends in brand management which I found to be really helpful information that I can utilize in some of the work I do at my internship.

The second panel, in my opinion, was probably the most pertinent, because it was all about what recruiters look for in candidates when they’re hiring people for PR jobs. The moderator asked a lot of really helpful questions like what the best way is to respond when someone asks where you see yourself in five years. The panelists also touched on some things related to soft skills such as salary negotiation and the etiquette of when/how to accept or reject job offers. As a student who is graduating this spring, I found this to be invaluable advice because as I have begun my own job searching I have realized I know very little about these types of soft skills.

I also found the resume review to be incredibly useful. I’ve had professors in Akron’s school of communication give me feedback on my resume which is always useful, but it was great to gain another perspective as to what should or shouldn’t be on my resume. Plus, I was given some really excellent insight into how I can improve the layout of my resume.

As a college senior who is graduating this year, I’m so happy that I took the time to attend this event. I gained so much invaluable insight into the soft skills side of the job searching process, and I feel so much more confident about my resume after having made some of the changes that were suggested to me. All in all, I found this to be an invaluable experience and I only wish that I had gone to Student Day at Eaton sooner.

So, You Want to Be on The Today Show: Recap

Rachel Dill, Digital Marketing Manager, Sweeney

Getting your story covered on an outlet like The Today Show, whether it be a segment or social post, is no easy task. As one of hundreds – if not thousands – of weekly pitches, what makes one stand out? We got the inside scoop.

At this year’s Business and the Media event, long-time producer of The Today Show, Adam Miller and WKYC journalist, Sara Shookman, talked about pitching in a digital age. With a digital-first mindset, Adam (now the Director of Content at WKYC) is focusing on complementing WKYC’s breaking news with digital strategies such as push notifications and social media in his new role.

These days, a pitch can involve a lot more than a news release. It can (and should) include visual elements, social posts and perhaps even be a pitch for an Instagram TV, Facebook Live or YouTube video versus a television segment or web article. However, no matter what form of content you’re pitching Adam offers some basic actions that always apply.

The biggest do? Know your audience (and the program’s name). Believe it or not, Adam received pitches addressed to Good Morning America. He also stressed how important it is to watch the broadcast you’re pitching so you know what is covered at each hour and what would be in specific peoples’ wheelhouse. Personalized and unique pitches are a major win, and anytime a story can be humanized, it’s even better!

On that same note, when it comes to television, quirky and visual are keys. He gave the example of a pitch from Noodles and Company where Kathie Lee Gifford and Hoda Kotb tried to break the Guinness World Record for the most vegetables spiralized in one minute by bicycle. This was an ideal pitch because it was directed to Hoda who loves quirky things, so it showed Noodles and Company knew exactly who they were pitching… and it was definitely unique. Pitch extremes are also winners “biggest,” “fastest”, “tallest” etc.

And one last piece of advice: even in the digital age, relationships remain key. Adam and Sara shared that helping a producer/reporter to do their job goes a long way to get your story picked up, so make sure you personalize your emails and mention previous collaborations. On the flip side, if you send a pitch and can’t deliver on what you are offering in a timely matter, it likely will ruin any future opportunities.

[Blogger Note: Thank you to Adam Miller and Sara Shookman for a great event and useful insights!]

Recap: How the Cleveland Clinic Turns Healthcare News into Compelling Stories

By Scott Tennant, APR, Vitamix

Cleveland ClinicOne could argue that, given the size of its staff and the vast resources to which it has access, there may be little to learn from the Cleveland Clinic corporate communications team. After all, most of us are working with budgets a fraction of the size of the Clinics.

But to say that is to ignore how Eileen Sheil and her group have created a scalable blueprint for the corporate communications department of the future. Sheil and Co. have combined the best of the traditional PR and digital worlds to effectively tell the story of one of the world’s largest academic medical centers.

Sheil, executive director of corporate communications at the Clinic, brought four of her colleagues to the Sept. 13 PRSA event “How the Cleveland Clinic Turns Healthcare News into Compelling Stories” at the House of Blues. Sixty or so local communications professionals turned up to hear a presentation that was originally given as part of PRSA’s national “Case in Point” webinar series.

Joining her on stage were Erica Foreman (senior manager and head of the Cleveland Clinic News Service), Jennifer Guerrieri (manager of digital news content), Kyle Michael Miller (lead of digital news content strategy), and Michelle Decker (social media producer).

The Clinic is truly massive, with more than 58,000 “caregivers” – which is how all employees are described – most of whom work on a 170-acre main campus, along with 10 regional hospitals, 19 family health centers, and hospitals in Toronto and Abu Dhabi. Cleveland Clinic London is scheduled to open in 2021, which is also the Clinic’s centennial year.

Sheil says her team’s mantra is “digital, measurable, and mobile,” but they still feel that traditional media matters. To supplement that media outreach, the corporate communications team runs the Cleveland Clinic News Service, an in-house television and radio production agency that has been in existence since 2002.

The News Service proactively creates and distributes 20-25 health stories a month to hundreds of media around the U.S. These patient-centered packages each includes a script, a web article, video clips, and audio clips for radio use. It is content that is given away for free, and there is no requirement that the Clinic even is mentioned when a media outlet picks it up.

This type of relationship-building has been crucial to the Clinic’s communications success, particularly during the recession when so many national networks were forced to cut budgets and were starved for interesting stories. As a result, many journalists go to the Clinic first when working on a health or medical story – and even when they have more famous hospitals like the Mayo Clinic in their backyards.

The team also recently launched the @CleClinicNews Twitter handle, which is distinct from the main Clinic Twitter account. @CleClinicNews targets a list of 750 journalists (with many others following on their own), a full 70% of whom say they consider it their most reliable social tool for information gathering. The Clinic uses the handle to pitch physician experts for comment on breaking news, as well as providing a media daily download. The download includes the #AmNewsers hashtag as a way to target morning show producers, in particular.

Still, the hospital does not rely exclusively on earned media channels. A case in point was the Graham-Cassidy Healthcare Bill, which was introduced on a Friday afternoon in September 2017. It prompted then-Clinic CEO Toby Cosgrove to visit Sheil’s office and ask, “What are we going to do about this?”

Sheil knew it was unlikely the team could draft an op-ed in time to place it in The New York Times or Washington Post before the bill was voted on the following Tuesday. Instead, the group wrote the op-ed voicing the Clinic’s opposition to the legislation, quickly had it approved by Cosgrove, and distributed it nationally via Twitter.

Engagement and amplification were immediate and widespread. Retweets came from members of Congress as well as a host of healthcare leaders and influencers. Journalist Chuck Todd called Sheil after the op-ed was released, and less than 48 hours after the bill was introduced, Cosgrove found himself on “Meet the Press” talking about it.

Agility, flexibility, and proactivity – all are crucial for the communications function of the 21st century, Sheil noted.

The same is true for the ability to convey impactful stories in a way that is meaningful for stakeholders. The Clinic got the chance to show off its storytelling chops last year when it performed a total face transplant on the youngest patient ever to undergo the procedure. The patient’s journey from a self-inflicted gunshot wound to face transplant was long and emotional, and the Clinic allowed National Geographic unfettered access to chronicle it.

The relationship with National Geographic stemmed from a longstanding connection to Susan Goldberg, the magazine’s editor and former editor of the Plain Dealer. It turned into a cover story that was widely read, as well as a Clinic digital feature that also had a significant impact.

Sheil and team ended with a word about PR measurement. Just as the Clinic’s patients progress from awareness to consideration to conversation, the Clinic’s corporate communications team has taken its metrics from simple measures of quantity to gauging the quality of placements – all with the goal of increasing patient conversion.

Sheil urged audience members to work toward better measurement of their efforts; a more integrated approach to paid, earned and owned media; more engaging storytelling; and the realization that social media is only of many channels available to the modern communicator.

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UP IN THE SKY: IT’S A BIRD. IT’S A PLANE. NO, IT’S THE ULTIMATE BRAND ICON!

 

By Chris Lynch, APR, Fellow PRSA Falls Communications and PRSA Cleveland Programming Chair

As this year’s Program Chair for the Greater Cleveland chapter of PRSA, the goal is to bring our members unique, valuable experiences in programming We recently met up with members from the Akron PRSA chapter for our first ‘field trip’ to the Goodyear Airship Center in Mogador, Ohio.

And what a trip it was. Many of us probably didn’t know—or heaven forbid, have forgotten—that one of the, if not the ultimate, brand marketing icons has been parked right in our own backyard. The Goodyear Blimp has set out from its Wingfoot Lake hangar since 1925. It’s an icon synonymous with its great brand namesake.  We were lucky enough to see it up close and personal. PRSA members in attendance also received an advance SNEAK PEEK of the latest addition to the fleet, a semi-rigid airship now nearing its final construction phase. It will be christened in just a few short weeks.

Joining us to present this grand experience was Emily Cropper, Sr. Manager of Airship Communications for the Goodyear Tire & Rubber Company.

She manages a team of six with oversight of all PR, Community Relations and Communications across the three Goodyear bases. She recently led all aspects of a Blimp Christening event that resulted in 530MM impressions across numerous communications channels.

Through careful planning, Emily works with management to ensure the blimp program is consistent with corporate strategies. She also manages the implementation of this strategy to deliver and grow targeted value across media, PR, customer integration, charities and community partners. And the latter categories is how I guess we at PRSA all fit into the equation when we asked her about ‘Can we come down to visit?’

Emily also manages the blimp’s aerial coverage of live, televised events– so that same evening, as we finished our tour, the existing ship, Wingfoot One, moored just outside the hanger headed off to Cleveland to cover the Game 3 of the NBA Finals. (And as we all know, the most exciting thing about that night might have been watching the blimp take off.) Pilot

During Emily’s presentation prior to our blimp tour, she provided a terrific presentation of the brand’s entire airship program, demonstrating how Goodyear uses the Blimp program to Engage, Spotlight and Reward its various audiences. These elements work to increase consumer awareness of Goodyear’s brand while driving customer engagement and loyalty. “More Driven”, indeed

Some 80+ PRSA attendees had a chance to get up close and personal with the Blimp, and yes, the selfies were flying, too. Of note, Goodyear was kind enough to donate two ‘seats’ to an upcoming flight of the new airship. Congratulations to our lucky winner: Ann Ream of Summit County Children’s Services.

We hope to continue to provide our members with high-value (and equally high-flying) strategic communications-inspired programming in the year to come!

April Programming Aims “Outta The Park” with Special Guest

By Lisa Sands, APR, MS, Communications Strategist | PRSA Cleveland VP of Programming

Our April program is looking like a home run! We will welcome PRSA CEO Joe Truncale for a program doubleheader designed to engage, energize and inspire. (Ok, we promise that’s the last of the baseball references!)

Join us April 26 for a PRSA CLE Night Out at Progressive Field, featuring a casual pre-game program in the Press Room, followed by some R&R with friends and colleagues. During the pre-game program, Indians Senior Communications Director Curtis Danburg will share some insight into the team’s communication strategies followed by a short presentation by Joe Truncale. We’ll enjoy game tickets in the Club Lounge area with an array delicious food and beverages while watching our Cleveland Indians take on the Houston Astros.

The following morning, Truncale will deliver a more formal breakfast program at the Hilton Garden Inn downtown.

“My comments will focus on what I call ‘The Portfolio Professional’ and how the commitment to continuous learning contributes to and even correlates with enduring career success.” — Joe Truncale

Our breakfast sponsor is the Integrated Marketing Communications online graduate program at West Virginia University. Chad Mezera, associate dean of online programs at WVU, will discuss the continuing education programs tailored for communications and marketing professionals and share news about the upcoming Integrate Conference, which features an impressive array of IMC thought leaders from companies including Coca Cola, Google, and The Cleveland Clinic.

It is the goal of the PRSA Cleveland Board to create programming that benefits members at all career stages and that offers opportunities to network with industry peers. If you have ideas for programs or speakers, can offer a venue at no or low cost, or if you want to participate on the programming committee, email meat lisa.a.sands@gmail.com.

We’ll see you at the ballpark! Get your tickets now!

Lisa Sands 20 year+ career has encompassed marketing communications, advertising, media relations, public relations, account service, and radio promotions. Lisa has worked in corporate, nonprofit, and agency environments and has also been an independent consultant.  In 2013, Lisa earned a Master’s Degree in Integrated Marketing Communications from the Reed School of Media at West Virginia University. She serves several nonprofits in a volunteer capacity, and is a staff writer and social media manager for Edible Cleveland, a food magazine.