In ZimmCast number 250 learn how Ducks Unlimited does public relations. I can’t believe I’ve done 250 of these. The first posted version of the ZimmCast was January 31, 2005! I wish I could say it seems like only yesterday but it really doesn’t.
Getting on to the topic of this week’s program, I recorded the presentation made by Tony Dolle, Director of Communications for Ducks Unlimited. He’s seen here conducting his presentation during the Agricultural Relations Council meeting in Memphis at their headquarters. Tony’s job was to tell us how they conduct public relations and deal with today’s media. I think you’ll find it very interesting. Ducks Unlimited is a very successful and well run organization with a budget of about $220 million.
Since we were in Memphis and it’s the home of some of the best blues music you’ll ever find I ended the program with some music from Music Alley. It’s a song called, “Memphis Blues” by Ocean Street.
Since I have returned to my family’s cattle operation, I’ve quickly been put in charge of all marketing efforts. For the fair, I developed a brochure about our business, as well as designed stall cards to display information about our cattle. My next task is improving our website (it’s in need of dire help), and starting up a newsletter for our customers.
Of course, these projects take time, and I have to balance these ideas with my writing and speaking duties, as well. Yet, my hope is to help my parents really develop the NOLZ Limousin brand as one that people in the industry will recognize. Today, my questions for AgWired readers include the following: What are you looking for in a good newsletter and website? How long is the newsletter? What topics should it address? What’s the best programs for developing professional online and print materials? How often does a newsletter need to be sent out? Can it easily be sent via email, too?
Any and all advice is greatly appreciated! I’m learning as I go. I’m definitely not a graphic designer! HELP!
If you’re interested in learning something about pitching stories to bloggers you might want to participate in a today’s webinar that’s part of the Communicating Renewables Webinar series. There’s still time to register. All the information is posted below. Although our topic is energy, the things we’ll discuss are applicable to any industry. I’m one of the presenters. If you’ve got any thoughts on the subject please feel free to comment here or send me a message via Twitter.
The Communicating Renewables Webinar series is a project of Joanna Schroeder, 4R Communications. Joanna is currently a contributing editor to our Domestic Fuel, renewable fuel news website.
TUESDAY, JUNE 23, 2009
1:00 pm — 2:00 pm EST / Cost $49
Pitching Energy Bloggers: Best Practices
Presented by Jim Lane, Editor, Biofuels Digest and Chuck Zimmerman, Editor, DomesticFuel.com
The media landscape has changed and with the proliferation of blogs, the web has become the leader in breaking news, and a primary source for consumers to get their information. So how do you get bloggers to cover your story? This webinar will discuss the power of blogs; how blogs have changed the way reporters report; what types of stories bloggers write about; and how to craft a successful pitch to a blogger.
The American Farm Bureau Federation, “Shining at the PR Summit” is underway here in Denver. I’m feeling my miles this morning after 5 days at the CMA Music Festival in Nashville but thank you to the Brown Palace Coffee & Tea Co. for helping out.
I’ll be conducting a session on social media here in just a few minutes. Please feel free to tweet your thoughts on using social media to the PR professionals here from state Farm Bureaus across the country. Just use the #FBPR hashtag. You know what I’m talking about right?
Got a beat in your step and a competitive edge? Here is an interesting contest you might want to consider entering…
The National Hot Dog and Sausage Council today announced an impressive lineup of judges for the Council’s contest to rewrite “Take Me Out to the Ball Game”so that it includes a long-overdue reference to hot dogs.
Judges will include Washington D.C.’s “Man About Town,” Bob Madigan,of WTOP radio; Chicago news and sports personality Bob Sirott of NBC5 ; hot dog historian Bruce Kraig, author of the new book Hot Dog; Agri-talk Radio Host Mike Adams; and Eric Haman, corporate communications manager at Hatfield Quality Meats and star of the YouTube sensation “The Hatfield Hot Dog Launcher.”
Entries must be received by June 12, 2009. Winners will be announced at the start of National Hot Dog Month July 1 and will be featured in an online video on the Hot Dog Council’s YouTube channel.
Calling all communications professionals. What is one of the most difficult challenges we face? Developing campaigns that will garnering consumer support and product adoption. An example of just how difficult this can be is the corn-ethanol industry. Consumer support has been dwindling for months and this has in part, been driving by media hostility and biased reporting.
So what is the most effective way to communicate your message to ensure your product survives in a crowded marketplace?
This question and more will be answered in the Communicating Renewables Webinar Series. This program is designed for those involved in or seeking information about the alternative energy arena. The webinar series is designed specifically to help arm communications professionals with the tools they will need to approach, head on, the challenging task of getting the positive message about renewable energy, technologies and research out to consumers, stakeholders, policy leaders, and the media.
Topics include:
» Web 2.0: how to harness the newest online tools to ensure your message reaches your target audience
» Strength in numbers: building coalitions with unlikely partners to add legitimacy to your messages
» Pit Bull Media Relations: how to pitch reporters who don’t support your product
» Grant Writing and Fundraising 101: how to bring additional funding to your organization
» Pitching Energy Reporters: the do’s and dont’s to securing coverage and featuring our very own Chuck Zimmerman
» Developing Effective Media Relationships: how to work with overburdened and time-starved reporters
Don’t miss this ground breaking and affordable webinar series. Most sessions are only $49. The first session is June 2, 2009. To learn more and to register go to www.CommunicatingRenewables.com.
Doing a story on farming or tractors? Need a good quality photo? John Deere has help in the mail.
I just got my John Deere Photo Library Volume Seven.
Here’s a new way to send out your photos. In the box was a folded up cut out tractor with tiny magnets holding different parts together. Inside was a John Deere USB memory stick containing the photos listed in the printed catalog. The memory stick contains programming to allow you to easily browse the photos by category in a browser too.
There are a lot of photos available including scenic shots in addition to pure product photos. Seems like a good way to provide journalist (yeah, that includes bloggers!) with complimentary content and in a useful format.
Thanks to Denny Eilers for providing me with photos of our Best of NAMA award winners for each category.
First up is Best of Show, Advertising
(Left to Right)
Tom Bigelow, Bigelow Advertising
Rick Radermacher, Bigelow Advertising
Chris Lund, AGCO Application Equipment
The next ones are Best of Show, Public Relations
(Left to Right)
Paul Durham, Martin/Williams
Kim Dawson, Syngenta
Kerry Henderson, Gibbs & Soell
And then we have Best of Show, Specialty
(Left to Right)
Richard Williams, Archer>Malmo
James Ward, Archer>Malmo
Mike Butler, Archer>Malmo
Hello non-profits. Here’s a chance to obtain a grant for public relations services. The folks at Harvest PR & Marketing want to help you out. If chosen, they would start working for you in June.
At Harvest PR & Marketing, Inc., we believe big ideas can sprout from the smallest and unlikeliest of places. And, with a little nurturing, those ideas can grow and thrive.
We are seeking an opportunity to help one nonprofit thrive in 2009 — with the help of our first PR grant offering, Seed to Succeed.
We will donate up to $20,000 in services to promote one worthy not-for-profit organization or cause that serves to better agriculture — its reputation, its products, its future, the communities and families it supports from one generation to the next.
Please spread the word if you, or someone you know, could benefit from our own special currency of seed money. Interested parties can find more information at www.Harvest-PR.com. Qualified candidates are encouraged to submit a proposal by May 15 to be considered for this PR grant.
From “Darling to Devil” in the blink of an eye – that’s what happened to the biofuels industry in the past year or so – but better communications on the part of the industry could have helped with the damage control and could still help repair some of the damage done. What’s more, the damage done to biofuels could also happen to other alternative energy products like wind, solar, geothermal, and hydrogen unless communicators implement three important lessons learned from the attack on biofuels. They will be presented by experts in the field at the upcoming Communicating Renewables Summit, April 21-23, 2009 in Minneapolis, MN.
1. Learn to create key messages that resonate with consumers – Suzanne Shelton, President and CEO of The Shelton Group, will tell you “What consumers really think about green.”
2. Unify with “one voice, one message” – Matt Williams, partner in The Martin Agency , will discuss how to ‘green’ your brand from the core to create sustainability efforts that build your brand and differentiate you from your competition.
3. Prepare an Issue Management Plan in advance of attacks – “Crisis Communications vs. Issues Management” will be presented by Eileen Wixted, principal of Wixted, Pope, Nora and Thompson (WPNT).
Become a communications victor, not communications victim at the Communicating Renewables Summit. Register online by March 13th and receive $150 off the early-bird registration rate.
We told you in last week’s ZimmCast about the Communicating Renewables Summit coming up in Minneapolis this April. This conference is designed specifically for the challenging task of getting the positive message about renewable energy out to consumers, stakeholders, policy leaders and the media.
Conference organizer Joanna Schroeder with 4RCommunications has just released a new promotional video about the summit – now live on YouTube for your viewing pleasure!
I’ve just got to point you to Steve Rubel, Micro Persuasions, once again. He works for Edelman Digital and one of his fellow digerati (Dave Coustan) will be on my breakout session panel at the upcoming NAMA Conference. Steve just did a couple of posts that anyone in communications and marketing ought to read. I’m going to take the liberty of pointing you to a couple of his remarks. I’m also going to include a remark from a recent Jeff Jarvis, BuzzMachine, post that ought to give you pause as well.
In a post titled, “Five Digital Trends to Watch for 2009:” The Power of Pull – Where push once ruled, it’s now equally important to create digital content that people discover through search
How hard is this for the traditionalist (public relations and journalism) to understand? Very! The objections include things like, “I can’t control it” and “The numbers are small.”
In a post titled “The Newspaper Reporter of the Future is Here Today,” Steve points to the work of Peter Abraham, who is covering the New York Yankees for a local newspaper. Abraham is blogging, including live with CoveritLive, podcasting, posting pictures. Here’s what Steve says about it:
Now imagine for a moment that Abraham wasn’t a Yankees beat writer but instead covering your company or industry for the business section. Or imagine she is the newspaper’s food columnist. This multi-platform method of engaging is right for all of them. If every reporter did this on staff they can build not only a more engaged audience, but also redefine local media since it’s all potentially global.
For PR professionals, this is a boon. More content creates more opportunities for us to tell our stories and to also engage journalists using these same channels. If we’re not there as individuals and companies then we won’t be top of mind.
What Abraham is doing represents not only the future of journalism but also what PR professionals themselves need to do to build connections in the years ahead.
Now, keeping in mind what Steve says above, read this comment from a recent post by Jeff Jarvis. His post is titled, “TV’s Next,” in which he writes about the demise of newspapers and explains why he believes broadcasting is next.
It’s a failure of distribution as a business model. Distribution is a scarcity business: ‘I control the tower/press/wire and you don’t and that’s what makes my business.’ Not long ago, they said that owning these channels was tantamount to owning a mint. No more. The same was said of content. But it’s relationships (read: links) that create value today.
The local TV and radio business, once a privilege to be part of, is next to fall. Timber.
How is your company or media outlet making sure you survive the digital information transition? Do you agree with Steve and Jeff or disagree? Do you still think you can control your customers or subscribers and force them into your “domain?”
Carol Anderson, managing partner and owner of Anderson Fallon Public Relations, and Mark Perrin, president, JLM1926 Holdings, Inc., today announced the creation of Mariposa Partners, Inc., a full-service public relations agency that will provide a full complement of public relations services to help clients communicate in today’s quickly changing business landscape.
The firm, which will operate as an independent subsidiary of JLM1926 Holdings, is located in the Corporate Woods office park in Overland Park, Kan. The agency will continue to service Anderson Fallon’s existing client portfolio. In addition, it will serve as a public relations partner to other JLM1926 agency holdings including McCormick Company, McCormick Global (Canada), The Hondo Group and UNISON Resource Company.
“We believe by combining the expertise, integrity and strategic capabilities of Anderson Fallon with the scope and reach of JLM1926 Holdings, we can deliver meaningful public relations counsel to clients that help them capitalize on their market positions in this time of growth for the agricultural industry and time of challenge in many other industries,” says Perrin.
Mariposa Partners, Inc., will be led by Anderson; Becky Johnson will serve as the new firm’s manager of client services; PR counselors Julie Balmer, Sylvia Bachmann, David Chitwood and Beth Buchanan also will be joining the group.
I’m not sure how long they’ve been doing this but I just noticed that when I opened a PR Newswire release it’s got a little link at the top that says, “Blog It.” It seems to only let you post to a Blogger or Wordpress.com account though. I tried posting it to ZimmComm.biz but no go.
At least they’re thinking in the right direction. Adding a function that would allow you to post to a blog on your own domain/host would be a nice next step.
I guess bloggers can be journalists after all. Who would have thought?
The Hondo Group, a marketing communications company, is moving to new ground. The Fort Worth-based firm has announced the grand opening of a new location in Darlington, WI. The Wisconsin office will serve as the company’s hub for Midwest operations. Pictured (l-r) are Patricia Lawson, account supervisor at The Hondo Group; Kim Jones, vice president of The Hondo Group; Lynn Balinas, president of The Hondo Group; Mayor David Breunig, City of Darlington and Suzi Osterday, City of Darlington.
“As our client base expands, so must our operations,” said Kim Jones, vice president of The Hondo Group. “We are pleased to now have a location in Darlington that will focus on our ever-expanding list of agriculture and dairy clients.”
As The Hondo Group continues to expand, the company will provide clients with business solutions such as strategic branding processes and procedures, new products and new technologies. The company has made investments in several additional staff members to ensure that exceptional customer service and results continue.
The Hondo Group has offered marketing services both on the national and international level. The firm focuses on agribusiness, real estate, professional services and western lifestyle.
Since a lot of you AgWired fans are involved in public relations I thought you’d want to know about PROpenMic. It’s a social networking site started by Robert French, one of the people who inspired me to move forward in this whole new media world.
He used Ning to create the site. Ning? What’s Ning you may ask. Ning is the only online service where you can create, customize, and share your own Social Network for free in seconds. It’s the software equivalent of Home Depot. Unlike other services that offer a one-size-fits-all offering, your social network on Ning runs on a programmable platform.”
Now that sounds interesting. But let’s get back to PROpenMic.
PROpenMic? A metaphor. Step up and speak your mind. Our goal is to be the social network for PR students and faculty worldwide. We have common interests, goals and certainly can learn from one another. We welcome PR pros, too. Hey, you can find your next great intern or new hire right here. Also, faculty always love to interact with practitioners.
PROpenMic isn’t a podcasting network, although we’d love to see those here, too. Think of it as a digital place to step up to the microphone and share your views. Please tell your friends. Once you sign up, there is an easy “Invite More” link in the top right hand corner of the page.
Osborn & Barr is now the marketing firm of choice for Becker Underwood. The global leader in bio-agronomic development has named Osborn & Barr its agency of record.
“When we initiated the search for a new agency of record, it was very important to select an agency with a winning track record of effective brand management and marketing communications within the agricultural market,” said Paul Holliday, Becker Underwood, Business Unit Head – Inoculants. “After a thorough search and analysis, we selected Osborn & Barr because of the agency’s in-depth knowledge and understanding of the agricultural market and their tremendous success in representing some of the most widely recognized brands in the industry.”
Osborn & Barr’s expertise will assist in increasing awareness of the innovative solutions Becker Underwood’s products offer the agriculture market. “Becker Underwood’s objective is to grow market share and build brand awareness among growers and retailers in both the United
States and Canada,” said Steve Barr, chief executive officer of Osborn & Barr. “Osborn & Barr will partner with Becker Underwood to develop and implement initiatives that fulfill the company’s goals.”
Becker Underwood, headquartered in Ames, Iowa, employs approximately 317 employees globally. For more than two decades, the company has provided unique and valuable products for niche markets in 60 countries, including agriculture, turf and landscaping, horticulture, and lawn and garden. Becker Underwood strives to develop new technologies and products through continuous scientific research that naturally improve customers’ end products, whether it’s higher crop yields or a more visually appealing golf course.
Osborn & Barr Communications is strengthening its man-power in Kansas City. The office has introduced new personnel to both its account service and financial teams.
The Kansas City office of Osborn & Barr Communications (O&B) has significantly augmented its creative, account service and financial teams with the addition of Jason Silvers, Debbie Davids and Kelly Midkiff.
“The addition of Jason, Debbie and Kelly has really expanded the skill base and operational turnaround capabilities of Osborn & Barr,” says Boo Larsen, managing director of the Kansas City office. “The breadth of their experience in multiple markets and industries will be a tremendous asset to our clients, and their addition to the office provides us even more immediate response capabilities that are so important in today’s fast-moving business marketplace.”
Jason Silvers was promoted to senior art director less than six months after joining O&B as an art director. At O&B, he designs collateral and brand identity pieces for such clients as John Deere C&CE, Intervet Inc. and Belton, Mo.-based Specialty Fertilizer Products.
Debbie Davids also joined O&B after working for Bernstein-Rein. As an account executive, Davids specializes in serving as the liaison between clients and the agency to ensure all creative operations run smoothly.
After a five-year absence, Kelly Midkiff returned to O&B as office services manager and financial assistant. Midkiff was office services manager for the agency from 2001 to 2002.
Many AgWired fans know I recommend Micro Persuasion written by Steve Rubel. The man has more insight into how new media can be used as corporate marketing tools than anyone else I’ve found. I have tried diligently to apply his ideas to the agricultural marketing world. He also writes a column for Advertising Age and his latest one is right on the money in my opinion.
He writes about a new career path that’s emerging on the advertising/PR agency and client sides called the Geek Marketer. “My thesis is this: it’s very difficult for anyone in marketing to keep up with all the twists the digital space because technology changes so darn fast. It’s like chasing a cheetah. Most marketers – be they clients or agency side – are heads-down running their business. Therefore, companies are creating a new role. They’re hiring people who act as translators between the ultra geeks and the marketers, if you will, and shepherd the development of pilot programs.”
He says about people like us, “They are marketers by trade, yet they also have a hard-core interest in technology and social anthropology. As curious individuals, they are constantly studying how digital advances are changing our culture and media. Armed with these insights, they regularly apply them in a marketing context by working closely with brand teams to codify new best practices.”
So, do you have a Geek Marketer on your staff? Are you willing to let that person try some new marketing programs that use technology you’re not familiar with or that you don’t use yourself? If Geek Marketer is not on your corporate flow chart then keep the Godfather of ag blogging in mind.
Bader Rutter & Associates is bringing a new Vice President on board.
Nesh Malinovic has been named Vice President, Media Director at Bader Rutter & Associates.
Malinovic comes to the agency from Kelly, Scott & Madison in Chicago where he was an associate media director.
Originally from London, England, Malinovic has nearly 20 years of strategic media experience, working for multiple agencies, including Oglivy & Mather, Carat UK and The Media Shop. He holds a bachelor’s degree from the University of London.
Bader Rutter & Associates is an integrated marketing services agency headquartered in Milwaukee, with additional offices in Chicago and Lincoln, Neb.
Commodity Classic took place in Anaheim, CA. You'll find all of Chuck, Cindy and Joanna's photos here.
Exposing HSUS
If you're involved in agriculture then you should become familiar with HumaneWatch.org.
HumaneWatch.org is the work of David Martosko and in this week's program you get to meet him via my phone conversation with him. He's compiling a great online library of information on this group.
In ZimmCast number 250 learn how Ducks Unlimited does public relations. I can’t believe I’ve done 250 of these. The first posted version of the ZimmCast was January 31, 2005! I wish I could say it seems like only yesterday but it really doesn’t.
Getting on to the topic of this week’s program, I recorded the presentation made by Tony Dolle, Director of Communications for Ducks Unlimited. He’s seen here conducting his presentation during the Agricultural Relations Council meeting in Memphis at their headquarters. Tony’s job was to tell us how they conduct public relations and deal with today’s media. I think you’ll find it very interesting. Ducks Unlimited is a very successful and well run organization with a budget of about $220 million. 
Since I have returned to my family’s cattle operation, I’ve quickly been put in charge of all marketing efforts. For the fair, I developed a brochure about our business, as well as designed stall cards to display information about our cattle. My next task is improving our website (it’s in need of dire help), and starting up a newsletter for our customers.
If you’re interested in learning something about pitching stories to bloggers you might want to participate in a today’s webinar that’s part of the 
The American Farm Bureau Federation, “Shining at the PR Summit” is underway here in Denver. I’m feeling my miles this morning after 5 days at the CMA Music Festival in Nashville but thank you to the Brown Palace Coffee & Tea Co. for helping out.
The National Hot Dog and Sausage Council today announced an impressive lineup of judges for the Council’s contest to rewrite “Take Me Out to the Ball Game”so that it includes a long-overdue reference to hot dogs.
Calling all communications professionals. What is one of the most difficult challenges we face? Developing campaigns that will garnering consumer support and product adoption. An example of just how difficult this can be is the corn-ethanol industry. Consumer support has been dwindling for months and this has in part, been driving by media hostility and biased reporting.
Doing a story on farming or tractors? Need a good quality photo? John Deere has help in the mail.
Thanks to Denny Eilers for providing me with photos of our Best of NAMA award winners for each category.
The next ones are Best of Show, Public Relations
And then we have Best of Show, Specialty
Hello non-profits. Here’s a chance to obtain a grant for public relations services. The folks at 
From “Darling to Devil” in the blink of an eye – that’s what happened to the biofuels industry in the past year or so – but better communications on the part of the industry could have helped with the damage control and could still help repair some of the damage done. What’s more, the damage done to biofuels could also happen to other alternative energy products like wind, solar, geothermal, and hydrogen unless communicators implement three important lessons learned from the attack on biofuels. They will be presented by experts in the field at the upcoming 
I’m not sure how long they’ve been doing this but I just noticed that when I opened a 
Since a lot of you AgWired fans are involved in public relations I thought you’d want to know about 
Osborn & Barr is now the marketing firm of choice for 
Osborn & Barr’s expertise will assist in increasing awareness of the innovative solutions Becker Underwood’s products offer the agriculture market. “Becker Underwood’s objective is to grow market share and build brand awareness among growers and retailers in both the United
Bader Rutter & Associates is bringing a new Vice President on board.
If you're involved in agriculture then you should become familiar with HumaneWatch.org.
