Podcast: Rhoda Weiss: PRSA International

Podcast: Rhoda Weiss: PRSA International

Rhoda Weiss Leads the 2019 PRSA International Conference to New Heights

In this episode of the PR Talk Podcast, Amy Rosenberg chats with Dr. Rhoda Weiss, CEO of Rhoda Weiss & Associates, Inc. and this year’s chair of the PRSA International Conference in San Diego.

During their conversation, Rhoda shares some fascinating tidbits about her long history in PR and gives podcast listeners the full download on what attendees can expect from the upcoming conference. 

Three Decades of PR Experience

Rhoda began her career working as a journalist, which is an origin story many PR pros will recognize. Before long, she transitioned into public relations, working primarily in the healthcare field. After 15 years in the industry, Rhoda hung out her shingle and started an L.A.-based consulting firm of her own. In the years since, Rhoda has traveled about 250,000 miles every year, speaking and consulting with mostly healthcare companies about PR, branding, communication, and marketing. Rhoda is truly a pro’s pro and the perfect person to chart a new course as industry members from around the world converge in San Diego.

 

What is New, Next, and Best? 

With experience organizing conferences for healthcare executives, Rhoda set out to shake up this year’s PRSA International Conference. As she developed programming, Rhoda wanted to help industry members achieve excellence, navigate change, assert their influence and position the importance of PR more broadly. To do this, she focused on professional development by doubling the number of learning opportunities over previous years.

Attendees can choose from 140 sessions, ten keynote presentations, and 250 different speakers. This year’s lineup includes luminaries like journalist Bob Woodward, Laura Ling, a reporter imprisoned in North Korea for more than 100 days, former President of Mexico Vicente Fox and First Lady Marta Sahagún de Fox, who was Mexico’s first female press secretary, and Academy Award-Winning actor Richard Dreyfuss.

In a nod to Rhoda’s work with U.S. Air Force, this year’s conference also includes a session featuring public relations officers from every service branch discussing strategies for effectively working with filmmakers. Other sessions focus on crisis communication with the pros who coordinated responses to the Christchurch Massacre, Hurricane Maria in Puerto Rico and the devastating wildfire that destroyed Paradise, California.

With so many different options, it would be easy for the average conference attendee to become overwhelmed. Fortunately, PRSA has you covered. Attendees can choose to follow pre-developed conference tracks, or plan a customized path using PRSA’s interactive program.

 

PR Trends to Watch

When asked about what trends she expects to see discussed at the conference, Rhoda immediately pointed to artificial intelligence. With the rise of big data, PR pros will have incredible opportunities to leverage AI tools to create new analytics roadmaps that were previously unimaginable. However, along with these opportunities come new ethical questions centered around using your brand data for good. Listen to episode 61 to hear more about PR and AI.

Fortunately, this year’s conference will help attendees wrap their heads around these huge new questions with sessions on Big Data, analytics and how PR pros can lead the fight for truth in an age of disinformation.

 

Rhoda Has More to Say

Rhoda has much more to share about the upcoming PRSA conference, so be sure to listen to the entire episode. You’ll also hear an interesting discussion about the role Rhoda believes PR and comms pros should play in corporate leadership.

As always, if you’d like to stay up-to-date with all the latest in PR, subscribe to the PR Talk Podcast on iTunes, Stitcher, Google Play and Spotify. In the meantime, there are still tickets available for the PRSA International Conference, October 20th – 22nd, in San Diego. So register now and join an expected crowd of 3,000 industry professionals and students for a weekend of learning, networking and fun.

If you are heading to San Diego, make plans to join your colleagues as they recognize Rhoda’s extraordinary career with the Gold Anvil — PRSA’s lifetime achievement award and top international honor. What better way to say “thank you” for everything Rhoda has done to promote our industry and take the PRSA International Conference to new heights.

About the guest: Rhoda Weiss

Rhoda Weiss, Ph.D., is a nationally recognized and versatile executive, speaker, consultant, author, educator and award-winning professional specializing in strategy, business development, branding, marketing, public relations and crisis management. During her career,  she’s traveled 6 million miles speaking and consulting to more than 700 organizations in the U.S. and abroad. 

Connect and follow Rhoda on social media:

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Podcast: Mark Knowles: So Much More Than Swivel

Podcast: Mark Knowles: So Much More Than Swivel

Mark Knowles On So Much More Than Swivel

Two secrets to Mark Knowles’ success, both personally and professionally, are to always be curious, and to fail fast and learn from those failures.

I interviewed Mark for Episode 70 of the PR Talk podcast. We had a candid conversation about a range of topics that went beyond the upcoming marketing conference he’s organizing in Bend called Swivel and delved into float planes, intention setting, serial entrepreneurialism and more.

Besides organizing Swivel, Mark is a principal at Smartz (digital marketing) and The Growler Guys (craft beer), and is the CEO of Pixelsilk (an SEO-friendly CMS). At the end of the interview we learned about how his entrepreneurship began with the proverbial lemonade stand.

Swivel is September 16-17 in BendSwivel Conference

Entering its 12th year, Swivel will be held September 16-17 in Bend, Ore. This year’s event includes well-known speakers, including: Wil Reynolds, Cari Twitchell, Blake Denman and even yours truly will have a stint onstage discussing digital PR.

Swivel also includes an Unconference on the second day, as well as two workshops on customer feedback and content marketing.

Mark’s goal for the conference is bringing together all of marketing’s parts—from creative to technical SEO—and learning how they each work independently and cooperatively.

 

Traveling Brings Greater Perspective

One of Mark’s passions is travelling. He recently returned from a trip to a remote river near Bristol Bay in Alaska where the only way to access it was via a float plane. Sharing about 1.5 million acres with only a dozen other people gave him perspective, he said, especially when compared to the times his day is dictated by his inbox.

All of that just goes away when you’re out in the wild and looking at all that nature, he said. A little bit hungover from the trip, he said he’ll eventually respond to those emails that are piling up in his inbox. Or maybe he won’t.

 

The Secrets to Mark’s Success

Listen to the podcast to learn how Mark embraces failure rather than running from it. He also is always curious and learning new things. He said both failing fast (and learning from that failure) and continuing on a learning journey have shaped his professional life.

He also shared his “1-2-3 practice” with us. Each morning he identifies the top three things he can do to make that day a success and sets out to accomplish them as soon as possible.

About the guest: Mark Knowles

Mark Knowles is a serial entrepreneur, including being a principal at Smartz, The Growler Guys and CEO at Pixelsilk. He is an advisory board member for the Search Engine Marketers of Portland (SEMpdx) and organizer of the Swivel conference in Bend. 

Connect and follow Mark on social media:

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Podcast: How to Start a Podcast with PRSA

Podcast: How to Start a Podcast with PRSA

This episode of #PRTalk is a recording from a PRSA Oregon event we did about the Ins and Outs of Podcasting. During the hourlong presentation at the University of Oregon in Portland, we spoke about why we started PR Talk, our processes and the technical requirements.

 

This PR Talk Podcast was recorded at PRSA Oregon’s:

The Ins and Outs of Podcasting

Video:

We also recorded the session if you would like to watch it.

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Podcast: CommCon Keynote: Suzanne Stevens

Podcast: CommCon Keynote: Suzanne Stevens

Portland Business Journal Editor, Suzanne Stevens
to Keynote CommCon2019

Since Suzanne Stevens, editor of the Portland Business Journal, is going to be keynoting PRSA Oregon’s CommCon2019 event coming up on May 3rd, we thought this would be a perfect time to re-air this interview we did with her a while back. It can’t hurt that this is one of my favorite episodes…because it is really helpful! She jam packs this with real tips on how to get covered in the Business Journal. Any time anyone says that they want to get into the Business Journal, I automatically direct them to this episode. At this point no one has any business pitching the Business Journal if they can’t take the time to listen to this episode…You’ll see what I mean…

For more info and tickets to CommCon, where Mike Rosenberg is also speaking about the convergence of PR & Digital, visit PRSAOregon.org.

See original write-up and listen to the original interview (episode 6) below

Podcast: Getting in the Portland Business Journal: Editor Suzanne Stevens Reveals How

If you ever wanted to get into the Portland Business Journal (PBJ), you MUST listen to this or at least read our write up of tips from PBJ Editor, Suzanne Stevens. She gave so much advice that I was tempted to pull out a pen and paper in the middle of the interview and start taking notes!

Connor and I had fun getting to know Suzanne on a personal level. Self-defined as someone with a bit of “wanderlust” who loves to travel, Suzanne has lived in places as varied as Louisville, Charlotte and New York. She spent 12 years working for NPR before entering print journalism, but once she exited radio she’s been “all print all the time.” An Oregon Business magazine editor position brought her to Portland — a town she’d been eyeing like many current transplants. She then came over to the PBJ where she first worked as the Digital Editor and is now going on year three as Editor.

The Pitch Opportunity:

The Portland Business Journal is a weekly publication released each Friday that is revered by local business executives. Its email newsletters hit the in-boxes of movers and shakers throughout the city on a daily basis. Subscribers have the option of receiving more frequent newsletters focusing on a specific industries (Healthcare, Real Estate, Tech/Start ups).

Here’s an in-depth guide:

  • Reporter’s Pages: Each reporter’s weekly section highlights news within their targeted industries. There isn’t much room for PR pitches here.
  • Strategy: A weekly feature goes in-depth with stories and rotates among reporters. Bring story ideas for this section — it’s a great way to get covered.
  • Executive Interviews: Even though they have a list of 2,000 local business leaders they’d like to feature in this section, keep it in mind if you have a quirky business executive.
  • People On the Move: You can now upload these yourself here for digital coverage. We’re still debating whether or not this is the best way to get your executive news to also run in print though.
  • Digital Newsletter: Send your story to the relevant reporter, but also include digital editor, Andy Giegerich, so he can consider it for the email newsletter. “Include Andy on most things as he’s always looking for web stories.”
  • 5 Things to Know: Also handled by Andy Geigerich as part of the newsletter. This is great for “anything that is funky or weird that might never fly as a news story.” It’s also where you’ll read about events as they aren’t frequently included in the paper or other digital sections.

Competition is High:

On a “good day,” 200 emails await Suzanne in her morning in-box, but messages can reach upwards of 400. “That’s because I’m the editor. The reporters probably get 100 new emails per day,” Suzanne clarified. Make no mistake — the majority of these emails are from PRs! Everyone at the PBJ knows what they want from us, too — they even wrote an article about PR do’s and don’ts!

Breaking Through:

Suzanne loves PRs who do their homework to understand what the publication covers and to get a handle on what each reporter writes about. Best practice? Know who covers each beat and include a pitch about why the PBJ should cover your idea.

Suzanne explained the multitude of new product releases flooding her inbox that lack broad appeal. “Thousands of companies are releasing new products in Oregon. Why would we write about that?” Instead, Suzanne advised adding details like expanding staff, additional funding or bigger industry trends to catch their attention.

Nut Graphs:

“Sell your story in one paragraph [less than 300 words],” Suzanne advised. “We’re looking for the ‘nut graph,’ which tells readers what’s coming if you stick with the story. We want to know if it impacts the business community.”

Exclusive Content:

The prospect of exclusive content gets the PBJ really jazzed. If you haven’t already blasted your news all over town, you might consider contacting the PBJ first and offering an “exclusive.” But if the PBJ accepts, your story can’t be placed in other media outlets — so you might float the idea by your boss or client first.

5 Reporters & 5 Beats:

Suzanne receives many pitches that are irrelevant to her role at the PBJ, but everyone makes it a daily practice to give all emails a cursory glance. Suzanne seems to be very easy going, considering how busy she is, and is happy to pass emails on to the right reporter. However, she’s careful to state that she doesn’t assign stories. “My seasoned staff know their beats better than I do.” More specifically, here’s when you’d email Suzanne:

  • You can ‘cc her if you’re worried that a busy reporter won’t see it, and she’ll pass it on.
  • Send Op-Ed or Guest Column ideas to her or Eric Siemers. “We love getting these written by business owners on a topic of interest in the news.” Best to send the pitch first before investing time in writing the article.
  • Still not sure whom to send your pitch to? Five reporters cover five primary beats, explained in detail on PBJ’s website.

Timing is everything:

Suzanne generously added that she’s happy to talk through ideas, provided you call at the right time. Here’s a typical week at the PBJ:

  • Mondays & Tuesdays: Reporters are writing and planning the stories for that week’s paper.
  • Wednesday: Deadline Day! This is the worst day to send an email and absolutely DO NOT CALL as the newsroom is getting the paper ready for Friday’s publication.
  • Thursday: Planning and writing day. Suzanne meets with reporters to strategize next week’s stories. This is a better day to call.
  • Friday: Paper is in print. Reporters are working on next week’s stories. This is a better day to call.

Throughout the week Suzanne is editing what comes across her desk, helping reporters organize upcoming stories, and planning future coverage.

Truth be told, getting business journal coverage can be tough. But if you remember to do your research and customize your materials before contacting them, you’ll not only increase your chances, you won’t inadvertently kill your future pitches as well. Oh, did you think newsrooms didn’t talk? Don’t be the person who sends the irrelevant pitches or calls excessively. Trust me, they will all know.

About the guest: Suzanne Stevens

Suzanne is editor of the Portland Business Journal, overseeing the newsroom and guiding all news operations.

Connect and follow Suzanne on social media:

PBJ editor Suzanne Stevens

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

SEMpdx Event: What’s New for 2019 in Digital Marketing

SEMpdx Event: What’s New for 2019 in Digital Marketing

I recently attended SEMpdx’s monthly educational event featuring a panel of digital marketing experts. They were tasked with providing insight into what is new (or will be new) in digital marketing for 2019.

As we have done previously when we think a topic may fit our PR Talk audience, we record it.

If you can’t tell, we are focusing PR Talk on digital marketing with the Engage Conference coming up on March 7th & 8th, where Amy will be speaking about Digital PR.

This PR Talk Podcast was recorded live at SEMpdx’s:

What’s New for 2019 in Digital Marketing Panel

Description:

Expert SEMpdx panel featuring a Q&A discussion on What’s New for 2019 in Digital Marketing.

Panelists:

Anna Hutson

Anna Hutson

Founder & CEO, Avenue

Kevin Getch

Kevin Getch

Founder & Lead SEO, Webfor

Scott Hendison

Scott Hendison

Founder, Search Commander, Inc.

Ryan Campbell

Ryan Campbell

Assoc Director Demand Gen, Obility

Caleb Donegan

Caleb Donegan

VP of Digital, Vacasa

Moderator:

Matthew Brown
Consultant, SEMpdx Advisory Board Member

 

Questions discussed during the event include:

What changed in 2018? What did 2018 teach you for 2019?

How did Google’s changes in 2018 effect SEO and Paid Search for B2B industries?

Managing a big enterprise client, did you have an advantage in 2018?

Do you need more content to perform well in specific industries (recipes given as an example)?

As agency owners, how would you change the mix of what you offer your clients in 2019?

What is quality content?

How will the technical elements of SEO matter in 2019?

In regards to schema mark-up, should you mark-up all that you can or just specific things?

Should you delete old content (blog posts) on your site?

What Google My Business (GMB) and local SEO stuff should we know about?

What is your prediction for voice search and the written word in regards to voice search?

How will website privacy impact 2019?

What will Bing do in 2019?

Share something new and improved for 2019 that you are excited about (tools, blogs, etc.)?

Do you have insights on email marketing and SEO podcasts to listen to?

 

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

PR Talk is sponsored by monday

In such a fast-paced, multi-faceted work environment, it can be tough to stay on top of everything. monday is the collaboration tool trusted by businesses of all kinds to help cut down the clutter and streamline productivity. Learn more at monday.com and signup for a free trial. You’ll see in no time why so many teams around the world are choosing monday for their project management needs.

PR Talk listeners can use the coupon code BetterExecute for a 15% discount.

Minicast: Role of Ethics in Marketing

Minicast: Role of Ethics in Marketing

The Role of Ethics in Marketing

I was asked to join an AMA-PDX panel discussion event on the Role of Ethics in Marketing. Listen to this minicast for a sneak peek on one of the topics, “Fake News”, and attend the FREE event on Thursday, January 17 at UO Portland.

In addition to a discussion around Fake News, we share details of the upcoming Oregon Ethics in Business Awards. Read more about our take on Fake News: A Dangerous Accusation for the PR Industry.

The Role of Ethics in Marketing at UO Portland

Mike Rosenberg will join Nick Footer, CEO of Intuitive Digital and Deb Hatcher, Founder, Chief Marketing & Sales Officer of A to Z Wineworks on a panel to discuss the role of ethics in marketing. Topics will include copyright issues, branding, the “fake news” movement, and understanding what information is reliable.

This free event is hosted by the American Marketing Association.

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6:00 PM - 8:00 PM

Doors open at 6 pm
Networking 6 – 6:45 pm
Presentation 6:45 -7:30 pm
Networking 7:30 – 8 pm

January 17th

Hosted by UO SOJC Portland
2 drink tickets/person
Hors-d’oeuvres & dessert

University of Oregon in Portland

Main Event Room
70 NW Couch Street
Portland, OR 97209

The Role of Ethics in Marketing

At the University of Oregon in Portland – White Stag Block

Free Event

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.