One Man’s Stories Are Changing the World

The Internet can help you achieve almost any goal, whether it’s sharing a video, meeting new people or driving sales to your business.

Nate St. Pierre has a different goal in mind: to bring love and compassion to those who need it most. In his free time, the Milwaukee man has created several charitable projects that have provided donations and kind words to people in difficult situations.

Determined to do what he could to make the world a better place, he assembled an online army of volunteers and challenged them to help others. The movement, called It Starts With Us, eventually grew to 10,000 members across 100 different countries.

During a presentation at PR Pro Day on Friday, St. Pierre said the key to attracting attention and inspiring action comes down to being true to the story: Make it simple for people to engage. Relate to your audience on a personal level. Tell a story that will capture their attention.

“If you make it easy to consume and easy to do, these stories will get out,” he said. “The stories will do it themselves.”

After seeing the power of It Starts With Us, St. Pierre launched a spin-off project called Love Bomb, which called on group members to find blog posts of people going through a tough time. These blog posts would then get bombarded with positive comments from people in the “Love Bomb” community, bringing positive energy to those coping with family medical emergencies or contemplating suicide.

One girl told St. Pierre she was planning to come home and kill herself, but changed her mind after reading the 150 positive comments from those in the Love Bomb community.

After changing the world with words, St. Pierre decided to make a difference with money. He launched another project, called Love Drop, that asked group members to donate their time and money to helping out people in need. They hired videographers to tell these heartbreaking personal stories to inspire action from group members.

One Love Drop story that hit particularly close to home in Milwaukee centered around a family with two non-verbal autistic boys. Because one of the boys would run away if left unattended, the family needed to buy a $13,000 service dog to monitor his whereabouts. Love Drop was able to fulfill that family’s needs, as it did for 11 other families that year with a total of $90,000 in donations.

St. Pierre is also able to help people in his day job at Give Forward, which has raised nearly $100 million for medical expenses. One of his more recent accomplishments was raising $71,000 for 8-year-old Lacey Holsworth, a cancer patient who won over the hearts of college basketball fans when she became friends with Adreian Payne of Michigan State University.

When asked about his secret to building a membership base and inspiring action, St. Pierre said his approach is to do more storytelling and less selling.

“My outlook is to build something that’s so awesome that people can’t help but want to be a part of it,” he said. “If you don’t have to market your product – if it’s so cool that people will do it themselves – that’s the best marketing you could ask for.”

(Jeff Rumage writes about public relations news for PRSA’s southeastern Wisconsin chapter. You can reach him at jeffrumage(at)gmail.com.)

Former Journalist Portia Young Enjoying Her New Life in PR

Portia Young’s passion for journalism made her a household name in Milwaukee. She climbed the TV news ranks from a small-town reporter to the anchor desk at WISN 12.

Former WISN 12 anchor Portia Young talks about her transition to public relations at Sargento. (Photo by Scott Patrick)

But after 14 years of hard work in the news business, Portia’s priorities shifted with the birth of her daughter. She soon realized that the life of an anchor and the life of a mother were nearly incompatible – especially working early mornings, weekends and holidays.

“There is a pendulum of work-life balance, and in TV news, that pendulum always swings back to work,” she said.

Portia left WISN last year to become public relations manager at Sargento. She shared her thoughts on the news business and her transition to PR life at a PRSA luncheon this week.

Portia said she always knew there was life outside of TV, because she had solid writing skills that are sought-after in public relations. She said she is happy at Sargento, even though she is not in the spotlight every day.

“For me, it was never because I had to be on TV,” she said.

WATCH: Portia Talks About a Hyperlocal Shift in TV News

Portia still gets to tell stories at Sargento – but she’s telling them to a different audience. Now, she writes feature stories about Sargento employees and shares them with other employees on the company’s intranet pages. One of her more recent stories was about a truck driver who gave his coat and boots to a woman in freezing cold weather.

Portia said it’s rewarding to represent Sargento, which has been named a top workplace Wisconsin. She is excited to tell the stories of employees, many of whom have stayed at the company for decades.

“I never realized how internal messaging could be so powerful,” she said. “I didn’t realize what kind of impact that would have.”

PORTIA’S PR POINTERS

Don’t be pushy or tell a reporter what to do.
Think of B-roll opportunities and arrange interviews with people other than the “talking heads”
Journalists cringe when you ask for questions in advance. Keep in mind, she said, that journalists “don’t want to blow the lid off of everything every day.”
Return phone calls, even if you don’t have much to share. The journalist will respect you, and may be more receptive to your future pitches.

(Jeff Rumage writes about public relations news in Milwaukee. You can reach him at jeffrumage(at)gmail.com.)

The Reinvention of the Business Journal

By Jeff Rumage

Every Friday, local business executives turn to the Milwaukee Business Journal for business leads, industry trends and information that will keep them ahead of the competition.

Mark Kass, the editor-in-chief of the Milwaukee Business Journal, talks about the paper’s new layout and its web-first approach to breaking business news.

But in a dynamic media environment, the weekly business publication decided about 10 months ago it needed to catch up to the pace of business by switching to a web-first newsroom – posting breaking news to the web and social media before worrying what the full print story will look like.

Breaking news on the Internet is hardly a new concept, but it is rare for publishers to change their print product as a result. The reinvented print edition complements the web edition, while also providing a different editorial experience with new sections and more in-depth coverage.

“If you follow us, you need to be in print and on web,” said Mark Kass, the editor-in-chief of the Milwaukee Business Journal. “Because if you’re not on the web you’re going to miss a lot of stuff.”

Kass outlined some of the changes during a PRSA luncheon on Feb. 19.

The first thing you will notice about the reinvented Business Journal is the cover story – usually a hot topic brought to life with a splashy headline, captivating photos and in-depth analytical coverage. Kass said he also likes to tease another seven to eight stories to give readers a sampling of what’s inside the cover.

Watch: Mark Kass Talks About Reinvented Business Journal

Another change to the paper is how the pages are sorted. They are no longer sorted by industry – they are sorted by the reporter who covers that beat. This gives the reader a more personal connection with the reporter, and also allows the Business Journal to hold up its reporters as the experts of their beat.

The Business Journal also added newer features to try to connect with its readers outside of traditional editorial sections. Like the Last Call page, which features restaurant news and other lifestyle features meant to reflect the “after work hours” of Milwaukee business executives. Another new page, called The Pitch, highlights the rise of entrepreneurism and start-up tech businesses in Milwaukee.

PR pros have an opportunity to pitch their clients in the new “executive profile” section, which is published in the print edition and with a short video on the Business Journal website.

The reinvention of the Business Journal means PR professionals now have two venues to monitor business news, as well as two venues to pitch their clients. If you are going to try to make the print edition, though, be sure to call a reporter before noon on Tuesday.

SEO Is More Than Just Keywords

Cuppa SEO owner Joey Donovan Guido shares his SEO expertise with local PRSA members on Jan. 15. (Photo credit: Jeff Rumage)

By Jeff Rumage

The importance of web visibility in our digital world cannot be overstated. So it’s no surprise that search engine optimization has become one of the most sought-after marketing skills – but it’s also one of the most misunderstood.

I personally have used SEO to a high degree in my last job as an online news editor. Coming from the newspaper world, it was a bit of a shock the first time I saw a short article about a peanut butter recall climb to the top of Google News. Because the article was filled with keywords about a nationally trending topic, that short article attracted 10 times the web traffic of a hard-hitting police article that required much more journalistic elbow grease.

So, how can we ensure our topics get as close as possible to the top of Google’s page ranking system? Luckily, Joey Donovan Guido, the founder of Cuppa SEO in Madison, was able to shed some light on SEO best practices during our PRSA chapter’s January luncheon.

I was already aware that Google places greater SEO value on things like headlines over body text, but Guido shared some interesting tips to give those title tags gain more SEO value, like using rich keywords (maximum 70 characters) and separating them with sticks (press “shift” and “\”).

I also was unaware that people who “stuff” title tags – a.k.a. the “black hat marketers” among us – are caught and punished by Google. That’s certainly an incentive to make sure your keywords are representative of the content you are providing.

Video: SEO Expert Shares Tips for Digital Success

As far as the body text, I already knew that linking to other reputable websites is important, but I did not know the location of the keywords mattered. Guido told us that you should ideally aim to have keywords in the first sentence, middle paragraph and in the last sentence.

The thing I think I enjoyed most about Guido’s presentation had nothing to do with keywords or tagging. It was a broader point about the importance of good, quality content. Believe it or not, good SEO is ultimately an exercise in knowing your audience and developing relationships.

You’ve already done most of the heavy lifting if you know your product and the market’s “pain points.” Talk with company officials and their customers about what information is most sought-after, and then capture those subjects in a relevant, informational and truthful way.

Search engines can’t entirely predict what information will be relevant to each user – not yet anyways. But the ability to provide information that is useful to another human being is going to continue to be an important skill – even if that conversation is happening through the screen of an iPhone.

Take 5: New Chapter Member Interview with Matt Wisla

Take 5 is a recurring set of questions designed to get to know people in the S.E. Wisconsin PRSA Chapter. Interested in being our next Take 5 interviewee, or do you know someone we should get to know? Contact Mo Moorman, Chapter Chair of the Communications Committee at moorman.mo@gmail.com and let him know.

Matt Wisla

1. What do you do?

My family often wonders what I do too! I’m a communications professional who recently returned to the US following nine great years in China helping American companies win in one of the world’s most dynamic and challenging markets. I co-founded the Marketing, Advertising and Public Relations forum in Beijing for the American Chamber of Commerce and later became

Matt Wisla and a new friend at the Wolong National Nature Reserve near Chengdu, China

the organization’s Vice President of Communications. My position with the international communications consultancy Fleishman-Hillard is what brought me to China in the first place.
2. What do you like best about being a professional communicator?

Coming up with and executing communications strategies that solve problems and drive business success. It’s an exciting responsibility. Communications has always been a great line of work to me because we get to adapt the best practices of our profession to improve business outcomes and resolve challenges. I like the way T.S. Elliott said, “All cases are unique and very similar to others.”

3. What do you hope to get out of your PRSA membership?

One of the best things about PRSA is how it focuses discussions and information sharing about the big challenges communicators face today. Whether the topic is content management, social media, communicating in international and emerging markets, or big data, PRSA is a great resource for finding out about the latest trends and what’s working (or not) for other professionals.

Matt Wisla and Fleishman-Hillard colleagues in Bejing

4. What do you like to do when you’re away from work?

Study Chinese, try new restaurants and go to movies and plays while waiting for the Cubs to win the World Series (I grew up in Chicago!).

5. What’s your favorite part about living and working in southeastern Wisconsin?

Besides the people? Leon’s frozen custard, of course.

A Westerner’s Tales of PR in the Wild, Wild East

Ni hao! Fellow Milwaukee Communicator Matt Wisla has written two articles related to his PR experiences in China for the PRSA national publications The Strategist and Tactics. Check them out here (you’ll need your PRSA membership login & password to log into the national site):

http://www.prsa.org/Intelligence/TheStrategist/Articles/view/10387/1084/the_china_challenge_best_practices_for_the_world_s

http://www.prsa.org/intelligence/tactics/articles/view/10411/1085/what_you_need_to_know_about_your_first_china_relat#.UoZptF_napo

Wisla is a Marquette Journalism graduate and spent some of his early career in Milwaukee at Bader Rutter and Nelson & Schmidt. More recently he worked with Fleishman-Hillard as a vice president at that agency’s Beijing office, and has also served as the vice president of Communications at the American Chamber of Commerce in the People’s Republic of China.

Xie xie (pn. “shay-shay”) for the very interesting articles, Matt! We’re betting you’ve got some great cocktail hour anecdotes about your experiences in China beyond what’s in these articles! Looking forward to hearing more when we see you at PR Palooza in a couple of weeks!

You can contact Matt Wisla at matt.wisla@yahoo.com

Young Pros host social media event at Hanson Dodge Creative

This week, the PRSA Young Pros were treated to a presentation on the 10 Principles of Good Content by Sarah Van Elzen, social media director at Hanson Dodge Creative. Sarah discussed what defines “good” content, provided industry relevant examples and showcased the top 10 principles every writer needs to know.

Sarah Van Elzen and event guests

More than 30 young and seasoned pros along with senior students from nearby universities filled the room and had an opportunity to network over wine and cheese plates. Attendees were encouraged to use the hashtag #PrinciplesOfGoodContent for a chance to win the book, Social PR Secrets by Lisa Buyer. (Sarah is quoted in the book on page six.) Patty Bloom, a reputation management assistant account executive from Charleston Orwig, won the book with this tweet. Sarah loved her sense of humor for using the wrong hashtag.

We grabbed five minutes with Sarah to ask a few follow up questions:

Q. For a client starting out in social media, is there a place they should absolutely be – whether it’s a blog, Facebook, etc?

A. It varies by client. I’d recommend a blog for nearly every brand because it will showcase long form brand voice, provide content for social platforms down the road and help optimize the client’s online presence from an SEO standpoint.

Q. Do you have a favorite platform right now?

A. Instagram

Q. What is the most challenging thing about working in an ever-changing industry?

A. Keeping up with the new trends

Q. What is the one key quality or characteristic that makes a social media person successful?

A. Organized

Q. What is the best piece of advice you can give to someone entering this field?

Be active…in professional social platforms.

Be professional…in all your content. 80% professional. 20% personal.

Be proactive…reach out to industry thought leaders and connect with people.

Be there…have an online profile and examples you can refer to quickly with a link.

Q. Is there anything in your own personal life that helps make you better at social media?

A. My job history growing up helped significantly. I worked as a server and had to handle customer service situations frequently. I also worked at a telemarketing company during college which helped with quick thinking and communication.

Q. You’ve worked with House of Harley-Davidson. What would you name your motorcycle gang?

A. Yogi Gangsters

Turning content into results, Sarah Van Elzen is responsible for leading the HDC social media practice. Her team engages audiences across a variety of platforms, focusing on campaign strategy, content development, community management and analytics. Sarah began her career in music marketing and then moved to sunny Florida for her ongoing endeavor in online PR and SEO. Sarah has managed social media strategies for clients since 2007, when Facebook launched brand pages and Twitter was just a few months old.

Through a variety of agency positions, Sarah’s experience encompasses web content strategy, SEO, online PR, social media strategy and relationship management.

Her client experience includes: fashion, CPG, technology, finance, tourism, real estate, law and health & beauty.

Sarah regularly practices yoga, bringing a sense of calm in and out of work.

Practice makes perfect: PR students meet the Pros during Mock Interviews at “The Hudson”

By Francesca Glorioso, University of Wisconsin – Whitewater

Undergraduate PR students from the University of Wisconsin-Whitewater participated in an opportunity to sharpen their interview skills during an event sponsored by SEWIS PRSA. On Wednesday, Nov. 13, 88 students met 45 public relation professionals and practiced their interviewing skills in speed-style networking. The professionals at the event worked for firms such as Trefoil Group, BVK, LePoidevin Marketing, Laughlin Constable, Big Shoes Network, Harley Davidson, Marcus Hotels, Froedtert Hospital and organizations. The purpose of the event was to give undergraduate public relation students the opportunity to meet and network in the professional world.

In addition to PRSA, Big Shoes Network and the Hudson Business Lounge sponsored this event. It was my first time at the Hudson Business Lounge, a very trendy business venue in Milwaukee’s 3^rd Ward.

The students each participated in two “formal interviews” and conducted one informational interview. They received constructive feedback about their interviewing skills and ideas that could help them improve their skills during an interview.

Jeff Carrigan, from Big Shoes Network, provided an overview of the regional job market. He offered statistics about what jobs and internships are available in the Milwaukee area. Carrigan recommends the 4 C’s to stand out in any kind of an interview: competence, connections, character and chemistry. He said, “By asking good questions, making industry leading contacts, being honest, and thinking like the ‘CEO,’, you will be able to ‘wow’ interviewers, and show them how much of a great asset you are to their company.”

In my first mock interview, I spoke with Steve Staedler, a senior account executive at LePoidevin Marketing. For my second “mock” interview I talked with Melissa Bohl from GE Health Care. Both were very helpful, and found myself making “industry connections” like Carrigan had suggested. Walking away from these interviews I felt my confident in my interviewing skills, both giving me great feedback that I can take back and apply when interviewing for internships and jobs.

This event was extremely helpful and insightful; it gave students an opportunity to test their interviewing skills, and give students real world experiences. By having the opportunity to listen to Carrigan’s professional insight and meet professionals in my field, I feel more confident when interviewing for internships this school year. Thanks, SEWIS PRSA, for partnering withstudents and professionals in producing this event.

One Man’s Stories Are Changing the World

Former Journalist Portia Young Enjoying Her New Life in PR

The Reinvention of the Business Journal

SEO Is More Than Just Keywords

Take 5: New Chapter Member Interview with Matt Wisla

Matt Wisla

A Westerner’s Tales of PR in the Wild, Wild East

Practice makes perfect: PR students meet the Pros during Mock Interviews at “The Hudson”

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