In the Loop

Crossroads of PR, Integrated Marketing and the Midwest.

September 16th, 2011Comments (0)

Welcome to Our Colleagues at Schwartz MSL by Joel Curran

We’re very proud of the growth MSL Chicago has experienced over the past four years, more than doubling the size of the office with the help of an impressive roster of clients who share our mutual interest in bold work and a smart, energetic team who share a passion to be boundless in all we create.

This week, we are even more excited about the future of MSLGROUP. We are proud to announce that Schwartz Communications, one of the world’s top independent tech and healthcare agencies, has joined MSLGROUP as result of its acquisition by the Publicis Groupe. Details of the acquisition can be found in the full release here.

Renamed Schwartz MSL, the firm, which has nearly 200 employees in offices located in Boston, San Francisco, and Europe, has a roster of over 200 clients and a deep expertise in the healthcare sector as well as the enterprise, emerging, clean and bio technology spaces. The shop also has substantial service offerings in consumer, social media and financial services.

This acquisition is MSLGROUP’s sixth globally and second in the Americas in the last year. And it not only increases the service offerings we can provide our current and potential clients, but it will significantly increase our scale globally allowing us to provide more efficient and effective service to marketers around the world.

MSLGROUP now has over 800 employees in the Americas and more than 3,000 people in 83 countries across the globe. And coupled with the recent global acquisition of 20:20 MSL in India, this acquisition provides MSLGROUP with global and formidable technology capabilities equipped with best-in-class talent that can service your technology and healthcare communications needs around the globe.

Schwartz’s Boston operation will merge with MSL Boston to form Schwartz MSL Boston, now the largest PR agency in the New England market with nearly 110 employees. Its San Francisco office will join with MSL San Francisco to become Schwartz MSL San Francisco, the second biggest tech agency in the market with nearly 70 people. MSLGROUP now also becomes a major presence on the West Coast with over 160 employees in four offices—SF, LA, and Seattle.

I’ve followed the Schwartz agency for years and have always been impressed with their growth and the quality of their people. They’ll be a great fit with our culture and dramatically enhance our capabilities. So to our new colleagues at Schwartz MSL— welcome to the MSLGROUP family.

September 14th, 2011Comments (0)

Building Long-Lasting Media Relationships: Earning Your Media Relations Stripes by Jeffrey LeFevre

Media relations has long been a cornerstone of public relations, however the question still remains: how do you develop these long-lasting media relationships PR professionals pride themselves on owning? At PRSA Chicago’s latest Young Professionals Network (YPN) workshop, the panel of media experts on both sides of the fence spoke to just that.

The YPN panel (pictured above, from left to right) featured: Kathryn Janicek, executive producer at NBC Chicago; our very own Christie Shein, senior account supervisor and media specialist at MSLGROUP; and Michael Lev, associate managing business section editor at Chicago Tribune. The three shared their perspectives and challenges, reiterating that the PR-journalist relationship can be mutually beneficial. Here are some key takeaways from the workshop:

Use Common Sense

The media are not unlike PR practitioners. Their email and voicemail boxes are filled to the brim daily and they are hard-pressed to throw together an entire newscast or story under tight time constraints. So, when you begin questioning whether your pitch letter is too long, or if you should write another follow-up email, step into their shoes for a second. Chances are, if you wouldn’t like to be contacted that way, neither will the media.

Get to Know Their Beats

One of the key frustrations the panelists expressed was that many PR professionals lack any familiarity with the reporters and outlets they pitch. If you are pitching stories that are not relevant or appropriate for a given reporter or publication, not only are you wasting his/her time, but your own. By simply keeping up with the reporters’ work on a regular basis, you can better tailor your pitches and earn greater traction from the media. If you are still unsure, just ask them about their beat in an email.

Stay Ahead of the News

It may seem rather intuitive, but you must keep up-to-date on the news relevant to your clients. Michael shared with us how his team was rushed to find an expert to comment on the recent Steve Jobs resignation story, and how he was hitting dead ends with local academia experts leading up to his evening deadline. Fortunately, a PR contact from University of Southern California was keeping tabs on the news; and reached out to Michael just in the “nick of time” with an industry expert and former colleague of Jobs, earning the school a feature in the Chicago Tribune story.

In the digital age, relevancy is paramount and PR practitioners must use tools like RSS feeds and Twitter to stay ahead of the stories. You must be able to pitch your clients at the “drop of a hat”, because by the next morning, that story is already old news.

The PR industry preaches a mentality of transparency and partnership with media and the YPN panel expressed that although it can be a rare, this alliance does exist. Simply by using some common sense, familiarizing yourself with your media contacts and keeping on top of the news, you can earn your stripes as a media relations powerhouse and build life-long relationships with the media, like our own Christie Shein.

For more media relations tips from the workshop, visit the YPN Facebook page.

August 12th, 2011Comments (0)

MSL Chicago Summer Outing by Heather Marros

It’s been a great year so far for MSL Chicago…since January 2011 we’ve been able to add 15 new team members to our growing office and the collaboration and team morale couldn’t be better. As we start pumping up for the fall and winter we couldn’t pass up an opportunity to experience a perfect summer night in Chicago and head up to Wrigleyville for some ballpark food and drink and Boundless conversation, team bonding and fun!

A Cubs rooftop overlooking left center field – I have to admit it was hard to pay attention to the game as the conversation never had a dull moment.

 

Rumor has it the fun didn’t end after the Cubs beat out the Nationals four to two as the team rounded up for a tour of the great establishments in the area – A great way to finish off the night!

As summer wraps up, we’re able to put another exciting team outing into our history books as a great night with great friends.

August 9th, 2011Comments (3)

Chicago Art, in the Eyes of the Beholder by Diana Rostkowski

If you are a Chicago resident who frequents the loop, you may have noticed that a new blonde rolled into town. She’s quite glamorous, and she stands above all the rest of us. If you haven’t experienced her presence yet, you can find Marilyn Monroe standing tall on Michigan Avenue. She stands on Pioneer Court and has been here since mid-July. Why is this singer, actress and American sex symbol standing tall, her skirt blowing, in our Windy City?

Art is certainly a subjective topic, and the city residents have expressed their take on the new guest. A resident comments in the Washington Post that her giant lace panties are “intrusive.” According to the Chicago Tribune, some have noted Marilyn as “a giant, silent avatar of nonconsent.”

Whatever the city’s opinion may be, Marilyn’s here to stay till next spring.

Perhaps it’s just a way for women in dresses to channel their inner-Marilyn in the Windy City? I personally see her as an art piece, symbolizing an inspirational American icon. Her presence adds to the fine art that makes Chicago a place of expression and courage.

When I moved to Chicago over a year ago, I immediately fell in love with the art that makes this city unique. The clash of skyscrapers with gothic-style architecture that crowd our downtown is eye-catching and magnificent. The Picasso sculptures in the corners of the city streets showcase the individuality that is Chicago. The art in this city is brilliant. Our skyline is like no other. Our sculptures cause you to stop and wonder. Chicago, like its people, has character. Our art expresses that.

In Marilyn’s biography, Marilyn: Her Life In Her Own Words, she stated “imperfection is beauty, madness is genius and it is better to be absolutely ridiculous than absolutely boring.” Marilyn’s presence enhances our city’s expression of boldness.

What do you think of the statue? Do you have a favorite piece of Chicago artwork?

August 5th, 2011Comments (0)

2011 Recognition Recap by Jen Tatro

It’s been a busy summer for our office in many ways. Our account teams and our clients made a great showing this awards season, and we’re very excited to announce the full results:

DeVry University
· PRSA Silver Anvil, Reputation and Brand Management
· American Business Award, Communications/PR Campaign of the Year
· Platinum Hermes Awards, Communication Campaign and Company Branding
· Publicity Club of Chicago Golden Trumpet Award, Marketing
· IABC Chicago Golden Quill Award of Excellence

Kellogg School of Management
· PRSA Chicago Skyline Award, Events and Observances (Seven or Fewer Days)
· Publicity Club of Chicago Silver Trumpet Award, Special Events & Observances category

Brizo
· PRSA Chicago Skyline Award, Blogger Campaign
· Gold Hermes Award, Social Media
· Publicity Club of Chicago Silver Trumpet Award, Marketing

Delta Faucet Company
· PRSA Chicago Skyline Award, Research/Evaluation category
· Gold Hermes Award, Research

As we’ve mentioned before, we’re very proud of the work we do at MSL Chicago. The awards we’ve won across our consumer and corporate teams illustrate how every single person in our office contributes to our success—and the success of our clients.

Congratulations to all our client winners and account teams for all of the national and regional awards won this year!

July 21st, 2011Comments (0)

Getting to Know Chicago Through WOM by Farley Fitzgerald

As a student coming to Chicago for the summer from a small college town, I was immediately awe-struck by the innumerable options of summer festivals, events and concerts that I could choose from.  Although I read about different events each weekend in local papers and on advertisements on the train, as a new-comer to this great city, I was unsure of which festivals to try.

I began opening my ears in the MSL Chicago office and asking my co-workers what their weekend plans were. I discovered the best source of information about Chicago’s abundance of events was right in front of me.

For example, Geralyn, our office manager, was my inspiration to attend the Chicago Blues Festival.  She informed me it was the largest free blues festival in the world and located in nearby Grant Park.  I was amazed at the huge number of event attendees, the many talented performers and the fun and energizing atmosphere.

I realized if I was relying on my co-workers and Chicago friends to find out the best summer festivals to attend, other people were probably doing the same.  This got me thinking about the important of word-of-mouth marketing plays in promoting and creating successful events.

After doing some research, I found I am not the only person more likely to attend events my peers recommend than the events I see in advertisements.  According to Adage.com:

  • Up to 92 percent of consumers trust word-of-mouth recommendations, but only 24 percent trust online ads.
  • A recommendation from a trusted friend conveying a relevant message is up to 50 times more likely to trigger a purchase compared to another recommendation.

Ultimately, I feel very lucky to be spending the summer in city with so many events to talk about and share with my friends.  A few coming up I am looking forward to include:

What are some of your favorite Chicago summertime events?  What do you think about the growing importance of word of mouth marketing in today’s world?

July 19th, 2011Comments (0)

Internships are a Necessity, Not an Option for a PR Student by Marisa Strupp

Going into my senior year, I know my university has partly prepared me for the real world in PR. The question that comes to mind is: am I really prepared by my university degree alone? In all of my communication classes, the same messages were delivered, “Take all the internships you can for experience.” This is good advice by my professors, but aren’t classes supposed to be the main supplement of learning? I understand it is valuable to know theories and history of communication, but is it applicable during a brainstorming session or media pitch?

A large percent of what I apply to my internships I learned previously from past internships. Even though I do love my communication curriculum at my university, only a handful of the information is put in storage. The pertinent skills I learned in classes such as how to write a press release, use AP style, or pitch to the media have stuck with me when I walk into any internship.

However, I’m not just pointing fingers at the university I currently attend. Many public relations programs are set up similarly. The cookie cutter programs are hard to set up for an evolving field and students aren’t the only ones feeling the heat of change. Some professors may have a hard time keeping up with the new technologies and media programs available in agencies, but my professional peers taught me how to use the software programs I currently work with in my internship.  Not only are they knowledgeable of the programs, they can teach me how I can best utilize it for clients I work with. That is why internships are (almost) required to be successful in a PR career.  University programs miss information that is crucial for a recent college graduate that real-world professionals can teach effortlessly and quickly.

Senior Account Executive, Stephanie Lewis, at MSL Chicago gave her input on internships and university training:

“One minute you are running to bind presentations before a client meeting, and the next you are crafting a media list for a nationwide product launch – these intern tasks helped give a foundational understanding of all the boxes that have to be checked to execute a successful communications campaign, deliver excellent client service, and hone your skills as a professional.”

A focused PR student should know they can’t be fully prepared without a few internships under their belt. Classes alone really are not enough. I’ve found that students can also reach out to the Intern Queen, Lauren Berger, to gain advice on internships and even find them around their area.

What are the resources you use to learn more about internships and gaining real-world experience?

July 11th, 2011Comments (3)

Search Advice: “Awesome Finds Awesome” by Jeffrey LeFevre

As you may recall from our search blog post back in April, Google has introduced a new social search platform: Google +1. With the recent public launch of Google +1, it undoubtedly became a topic of great discussion driving  Social Media Club Chicago’s latest event on search and SEO. One comment from the night that really struck a chord with me was, “Start thinking less like a marketer, and more like a search engine”. As a marketer, I am perhaps a little overprotective of my craft; however, I firmly believe that that statement could not be farther from the truth.



As readers are shifting from consuming information through print outlets to online sources, search results and online readership has become arguably more important to media publications than even their print readership. PR practioners and marketers are now readily accounting for search as a daily responsibility, hiring staff with search and digital expertise; and regularly analyzing keywords and search results for their clients. Many agencies are now using this data on a daily basis to tailor press releases and messaging; and are producing digital press releases embedded with links and multimedia to help propel their clients to the top of the search results in their given categories.

The next big question then, is how social media will factor into this search evolution. With the incorporation of social media and Google +1 into search results, it seems like a natural progression that a user’s social media connections will have a hand in search algorithms. My personal belief is that a user’s network will soon directly affect a how a user’s search results are configured, delivering a set of search results specific only to that user.

For instance, if a consumer is searching online in a particular category – let’s say, mattresses – and his/her connections have recommended specific mattress brands over others; the user’s search results will then be rearranged to account for this information, rather than maintain a fixed sequence of search results with perhaps some Google +1 annotations, as search functions now. If this is indeed the case, companies will no longer be simply encouraged, but forced to engage in two-way conversations online, and take accountability for their brands. Otherwise, they will fall into the dreaded page two of Google’s search results (or worse).

To my earlier point, marketers and search engines are not separate, competing entities, but mutually beneficial, working to connect consumers with compatible results and brands.  As described by panelist and BARBRI director, Sean McGinnis, “Be awesome; awesome finds awesome”; and brands need to recognize this (if they do not already) to remain relevant and engaged with consumers. Consumers expect brands to be genuine and connected with them, and search engines are taking notice.

So brands, “be awesome”, and awesome will find you.

June 29th, 2011Comments (0)

Attracting Media to a Night of Glamour in the Name of Charity by Diana Rostkowski

In PR, you are often tasked to ensure that media show up to an event. Fortunately for me, getting media to the Glamorama launch party for Ronald McDonald House Charities of Chicagoland and Northwest Indiana (RMHC-CNI) was pretty straightforward since it was such a well-run event!

The launch party kicked off Glamorama 2011: an unforgettable night of high fashion and fierce performances to be held August 12 at the Chicago Theatre with performances by Cee Lo Green, known for the chart-topping hit “Forget You,” and the electro-pop quartet Far East Movement. Following Glamorama is an official after-party on the 7th floor of Macy’s at State Street. The best part? If you purchase your tickets online, 100 percent of the proceeds will go to RMHC-CNI.

As for the launch party, it went into the wee hours of that warm June Thursday. Hosted by Chicago Now’s Candace Collins Jordan, the launch event was hosted at Room 1520 and put together by the leadership of RMHC-CNI’s Christina Thomas. Guests, models, and media crowded the floors throughout the night enjoying the entertainment provided by the “Hip Hop Connection” dancers and musical guest, up-and-coming Chicago group “blah blah blah.”

RMHC-CNI did it right—they held a great launch event and really generated a lot of buzz for Glamorama 2011. Here are some elements to keep in mind for sure-fire ways that media will be in attendance at your event:

• Glamour: This was an exclusive event that made both the mainstream media and bloggers feel privileged to attend.
• Timing: The event was held in the evening, not at a prime morning news media hour. Fortunately, there was also no breaking news coverage in the local area happening at the time.
• Treats: Like any event, good munchies guarantee better attendance.

June 20th, 2011Comments (1)

Grassroots Marketing: Changing Perceptions, One Person at a Time by Dawn McKenzie

How do you convince a consumer who doesn’t have your brand on their shopping list to take a second look? When the brand shifts from irrelevance to consideration, or even better, purchase, you know you’re making a difference. That is how our team feels as a result of the “Our Town, Our Heroes” grassroots campaign we launched with General Motors.

The program encourages the community to nominate someone who inspires them, the public votes, and the local hero with the most votes, and the nominator, receive a small prize package, including a one-week loan of an all-new Chevrolet, Buick, GMC or Cadillac vehicle. The team goes out of our way to make it about the hero, his or her story, and the success depends on the details.

At MSLGROUP, we talk about real-time engagement and the always-on conversation. We really harness that powerful energy here to remain vigilant, flexible and relevant. We connect with personal stories and even provide the finalists with an online toolkit to help them get the word out. They go on to generate their own online voting movement from status updates to creating Facebook events and blog posts. Media is interested too and helps spread the word. Once we have a winner, we make his or her first in-person experience with the vehicle extra special, often involving many of the key people who voted. Stories, photos and video are collected and shared, and more often then not, one positive experience leads to another.

One of our winning heroes, Estrella Rosenberg, recently published a post on her blog titled, “Our Town, Our Heroes: What Authentic CSR Feels Like.” She said the Heroes program works because there is strong brand alignment, it’s personal and it isn’t a heavy PR campaign. The finalists’ stories, the email feedback and the comments online demonstrate consumers are engaging with GM in ways they never have before. The survey results prove we’re moving the needle when it comes to opinion and consideration, and the requests for vehicle discount codes show we’re influencing purchase decisions.

Are you capitalizing on the power of grassroots? Here are some things to keep in mind:
• Have a good content strategy
• Give your community the tools to evangelize your brand
• Encourage rich member interaction
• Let the community drive their own course
• Give the community reasons to talk

What other pointers do you have to add to this list?