Core to delivering on Minnesota PRSA's mission is providing our members (and the larger communications community) with programming that shares new perspectives, stimulates ideas and educates.
Our driving goal is to advance the professional.
Below is a sampling of wide variety of programming we've offering over the past year.
Breakfast With the Fellows
Minnesota PRSA honored our two most recent inductees into the PRSA College of Fellows: Rose McKinney and Doug Spong at a breakfast followed by an interactive discussion with many of our local PRSA Fellows who reflected on career development, changes and trends in the profession and leadership. In celebration of the 50th anniversary of our profession’s Accreditation in Public Relations (APR), we also recognized our members who have earned their APR.
What It Takes to Win the Super Bowl
The National Football League announced last May that Minnesota was selected to host Super Bowl LII. The February 2018 game will be held at the new Vikings Stadium, set to open in 2016 in Minneapolis. In this session we learned what it takes to win the bid to host the Super Bowl from Minnesota Bid Committee Executive Director Steve Gordon and Meet Minneapolis President & CEO Melvin Tennant. 2018 Super Bowl Host Committee CEO Maureen Bausch also spoke about preparing for the big event and what to expect in 2018. The winning effort involved leadership and collaboration from many stakeholders, including Meet Minneapolis, Governor Dayton’s office and the Minnesota Vikings organization. It involved research, understanding audience insights, and planning and execution of communication strategies, tactics and messages to build mutually beneficial relationships. All are key skills for effective public relations!
Content Marketing for Communicators
For this session we brought you tips from the professionals on how you can create a best-in-class content marketing program. We heard from Twin Cities marketers and digital content experts Angela Dalton of General Mills, Brian Enderlein of 3M, Maura Ryan of Ameriprise Financial, and Chris Schermer of SCHERMER share what they are doing and how they are doing it.
Communicating Across Cultures
Today’s communicator is working with an increasingly and wonderfully diverse society. In order to ensure a successful public relations campaign that reaches intended audiences, it’s necessary to have an understanding of the nuances of communicating across cultures. We cannot view communicating across cultures through a one-size-fits-all lens. Doing so may cause irrevocable damage to your brand. In this session we heard from journalism, marketing and public relations leaders who bring a breadth and depth of experience to the table.
Deepening Social Engagement through Award-Winning Work
In this session we heard from Periscope and learn about how their unique approach to social media has turned out work that people love. Evan Carpenter and Bridget Jewell from Periscope’s Community team presented case studies on the weirdly awesome work for Trolli and blazin’ work for Buffalo Wild Wings.
How to Speak Finance – Language of the C-Suite
Business – yours, your employer’s or client’s – runs on numbers. We will help you understand how to identify the financial drivers of your organization and how these financial fundamentals are reflected in the balance sheet, income and cash flow statements. With this knowledge you’ll be able to understand better how your company or clients make money, how they sell their products and services and how they decide where and when to invest to add capacity, a product line or an entire business.
Keynote Luncheon with Sally Smith, president and CEO, Buffalo Wild Wings
Wings, beer and sports have been a winning combination for fueling the growth strategies of Buffalo Wild Wings. When current President and Chief Executive Officer Sally Smith took the helm and moved the corporate headquarters to Minnesota in the mid-90s, the company grew from 35 locations to more than 1,000 franchises across the US, Canada, Mexico and now even the Philippines. Sally Smith shared some of history, business and financial decisions that have helped to grow B-Dubs into the international restaurant and brand that we know and love today.
Mystery Out of Measurement
As the PR industry evolves in a tech-savvy business environment, traditional measurement techniques of PR ROI of print mentions are not enough for clients. Even though there is no industry standard used today, discover current tools, techniques and strategies from industry leaders as they share case studies and best practices you can put to work for your company and clients. Spong PR shared detailed examples using their measurement tool called Social Tracker.
Getting Your Story Straight Starts with Understanding Your Brand Archetype
The way we tell a brand's story has changed, from expensive TV commercials and artfully placed media articles to rapid fire tweets, Instagram pictorials and YouTube videos. But the fundamentals of anchoring a brand's story to an archetypal persona persists and may be even more important in today's fast-paced, evolving media landscape. In this session, we learned how to identify your brand's persona and leverage it to tell more authentic, compelling stories that connect emotionally with your audiences.