*****things below here are posted. I will accept no more blog posts this semester  as of December 12, 2012


Article: How a sandwich shop engages Facebook fans without giveaways, coupons, or freebies

Bryce Peck
How a sandwich shop engages Facebook fans without giveaways, coupons, or freebies
By Matt Wilson || Posted: December 6, 2012
PRDaily.com || http://www.prdaily.com/Main/Articles/13320.aspx

Jersey Mike’s, a sandwich chain, is attracting Facebook attention without giving out the usual coupons or freebees like the majority of other pages. Most pages offer these incentives if you “like” their page, but Rich Hope, the chain’s chief marketing officer, say’s that those are just “empty likes.”

The page has accumulated over 76,000 “likes” by running two big campaigns over the summer.

The first, called Christmas in July, was a campaign to raise funds for wreath-laying ceremonies at Arlington National Cemetery.

The second, Throwback Summer, where each week they revisited a decade of the company’s past(starting in the 1950’s) by posting past classic ads and early storefronts. Each getting it’s fair share of “likes”, comments and shares.

By giving out content rather than incentives, the company has amassed strong supportive followers, rather than followers that don’t read their posts or block them all together. For anybody going into the marketing field it’s important to remember when quality over quantity is necessary.

Article: Newspaper adopts classic crisis PR strategy after fabrication scandal

Bryce Peck
Newspaper adopts classic crisis PR strategy after fabrication scandal
By Gil Rudawsky || Posted: December 6, 2012
PRDaily.com || http://www.prdaily.com/Main/Articles/13323.aspx

A reporter for the Cape Cod Times named Karen Jeffrey was caught for fabricating sources in her reporting since 1998.

This was discovered during an audit, which should have been done sooner, by the Times editors. They were unable to identify 69 people used as sources in 34 of her stories.

While this should have been discovered sooner, the Times did do their first smart thing by instantly reporting it in their paper and made themselves transparent, as we are taught to do in PR. They could have tried hiding it, but most likely it would have been discovered years later and made things much worse(As was shown in the Penn State case study done by our classmates).

They didn’t make any excuses or blame other people, the Times took complete responsibility for the situation and wrote a public apology in the paper. They handle the situation directly and promptly, unlike what BP did with their oil spills where they placed blame elsewhere and offered false apologies.

As future PR Professionals it is essential that we first, never fabricate stories or make up data to cut corners and meet deadlines; and second when we or the people we represent mess up, we must take full responsibility for the situation and never hide anything. Eventually everything comes to light, and it is always best that the persons responsible are the ones to shine the light.

Article: Ghost Blogging

I found another article from Steve Farnsworth that I thought related to me and where my PR career will go.


Farnsworth writes about the ethics of ghost blogging and how they’ve been discussed in the past. The truth of the matter is that some CEO’s in today’s world are bad communicators or socially awkward. When it is a statement to be released, whether by the President of the United States or the CEO of Best Buy, it is understood by most people that there is someone on staff who writes those statements or speeches, Farnsworth said.

There are obvious times where the thoughts need to come from the CEO, like in times of crisis or emergency.

Farnsworth said that ghost blogging in itself is ethical if the communicator follows his rules. He listed out what he had done in the past when starting to write something as someone else.

“1) Interviewed them to get their thoughts, then wrote it, and then have them review and give feedback.

2) Have them write a first draft, I would then edit or rewrite as needed, and then have them review and give feedback.

3) Have them bullet point or outline their thoughts, I would write it, and then have them review and give feedback.”

The point is to keep it authentic. Make sure it is their thoughts and written specifically for them. All you are doing is assisting them.

This is important to us as future PR professionals, because it is likely that we will be writing speeches, announcements or letters on behalf of someone in our own company or for our client.

Article: Don’t Change Your PR Goals With Social Media

Steve Farnsworth recently posted about the problems Social Media can create for PR professionals.


Farnsworth uses examples from another article written by Howard Sewell, which said that PR people are not using Social Media correctly when they put it into their strategies and plans.

  • Increase awareness amongst bloggers, influencers and prospects
  • Enhance company’s image by delivering insight to key online communities
  • Promote company’s approach to their technology and product category

These are examples of Social Media goals Farnsworth has seen.

  • Drive search-generated traffic and net new sales leads
  • Use targeted, insightful content to attract and engage with qualified prospects
  • Expand company’s leads database and community of followers
  • Educate, cultivate, and nurture existing customers and prospects

These are what they should be like, Farnsworth and Sewell said.

These are things we all know from our PR course work and our outside experiences. The goals/objectives must be measurable. Increasing awareness, as we’ve learned, is a bad goal. Awareness doesn’t encourage action. Awareness in Social Media doesn’t mean much anyways when every brand has a Twitter/Facebook now.

Instead, with Social Media plans you must strive for results just like any other communications plan, Farnsworth said.

As we go into the real world, we need to know that simply posting content on Facebook and Twitter doesn’t ensure our company’s Social Media success, or overall success for that matter.

We must approach Social Media like we do any other outlet and focus on results through proper research, targeting and messaging.

Children’s Miracle Network Organizational Profile

        Children’s Miracle Network Organizational Profile


Organization Name: Children’s Miracle Network


National Headquarters: Salt Lake City, Utah
CMN goal: Help as many children as possible by raising funds for children’s hospitals, and keep funds in the community which they were raised to help local children

Founding: Children’s Miracle Network was founded in 1983 by Marie Osmond and her family, John Schneider, Mick Shannon, and Joe Lake. It has grown dramatically from a small-televised fundraiser in a small studio to one of North America’s leading children’s charities.

Who they benefit: CMN touches the lives of more children and their families than any other children’s charity. Whether they suffer from common childhood afflictions like asthma and broken bones, or fight bigger challenges like birth defects or cancer, Children’s Miracle Network Hospitals provide comfort, treatment and hope to millions of sick kids each year.

Hospital Partners: CMN is partnered with different children’s hospitals all over the country. The money raised in communities goes directly towards the community’s local hospital so all money raised is kept local. The hospital serving in the Manhattan area is St. Francis Health Center in Topeka, KS.


Corporate Partners: CMN has raised over $4.2 billion since 1983 with the help of their corporate sponsors.

Their Founder’s Circle includes Walmart and Sam’s Club, Foresters, Costco Wholesale, Credit Unions for Kids, RE/MAX, Marriott, Rite Aid, Ace Hardware, Dairy Queen, Food Lion, and Delta Air Lines.

Their partners include American Car Care Centers, Carmike Cinemas, CDW, CEFCO Convenience Stores, Chevron, Circle K, CO-OP Financial Services, Coca-Cola Company, CROSSMARK, Discover, Express Employment Professionals, FRED’S, Giant Food, Golden Corral, Great Clips, HMSHost, IHOP, Kinney Drugs, Kiwanis International, Kroger, Log a Load, Long John Silver’s, Love’s Travel Stops, McLane Company, Microsoft, Mimi’s Café, Money Mailer, Ollie’s, Panda Restaurant Group, Produce for Kids, Publix Super Markets, Sigma Chi, Six Flags, Speedway, Stripes Convenience Stores, Sunoco, Inc., Tops Markets, USA Gymnastics, Valero Energy Corporation, and Wawa.

Their Fundraising Partners include American Legion, Breugger’s, Chico’s, White House | Black Market, Boston Market, Soma Intimates, Deals that Matter, FCCLA, FirstGroup America, Hershey’s, Identity Guard, Jose Ole, Lone Star Steakhouse, Miss America, Phi Delta Epsilon, Phi Kappa Theta, Phi Mu, Primrose Schools,  Sigma Alpha Epsilon, Texas Land and Cattle Steak House, Torch Relay, Valvoline Instant Oil Change, Veriphyr, and Zeta Beta Tau.


Celebrity Partners: Since being founded by two celebrities (Marie Osmond and John Schneider) in 1983, hundreds of celebrities have appeared at CMN’s annual Telethon or offered their support in other ways. Celebrities visit sick kids in hospitals, record PSA’s, attend events, use social media, perform at celebrations, and most importantly help spread the message about CMN. Some of the celebrities include the Backstreet Boys, the Carter Twins, Bo Jackson, Dierks Bentley, Dr. Oz, Dr. Phil, Glenn Beck, Jerome Bettis, Jerry Rice, Jonas Brothers, Justin Bieber, Ne-Yo, Sir Paul McCartney, Tracy Byrd, and many, many more.


Social Media: Children’s Miracle Network uses many forms of social media to get the word out about their organization. They have two different Facebook pages, one for the organization and one for CMN Hospitals, different twitters for each state, and a blog.


Champions: Every year Children’s Miracle Network chooses one child from each state to represent the 17 million children treated each year at CMN Hospitals. Chosen each year for facing their illness with injury or determination, Champions serve to illustrate the impact of their Children’s Miracle Network Hospital and why donated funds are needed for treatment, recovery, and charitable care. Champions range in age from 3-17 and sustain a range of medical challenges. This year, the 52 Champions were taken to Washington D.C. on an ambassador trip and met President Obama and Mrs. Obama and shared their stories with state and federal agency representatives. They were then taken to Orlando, Florida for a few days at Disney World.


Why CMN means so much to me: My older brother, Danny, was diagnosed with osteocarcoma, a childhood bone cancer, in July of 2003 and has been fighting on and off for the past 9 years. After surviving his first battle, Danny was chosen as the Kansas Champion. Danny was given so many opportunities to travel, meet new people, and share his inspirational story. The Children’s Miracle Network has given so much to my family and me and some day I want to be able to give back. I want to be able to give to other families going through tragedies just like CMN gave to mine.

Olathe City Commission Meeting Review

Every Tuesday in the city of Olathe, Kan., is now known as “MNU Tuesday” after Olathe Mayor Michael Copeland proclaimed this award to Mid-America Nazarene University at the Olathe City Council meeting Tuesday.

Mid-America Nazarene University is Olathe’s hometown University and has been around since 1966. Dr. David Spittal, president of MNU, accepted the award from Mayor Copeland.

“It is an honor to have you here tonight,” said Copeland, “this is an important night to celebrate our success with MNU.”

The proclamation recognizes MNU as being the university of Olathe and the history and legacy throughout the city, the MNU leaders and alumni who help shape the city, MNU’s commitment to higher education and service, the partnership between the faculty, staff and students at MNU who choose to call Olathe their home, MNU’s focus on enhancing its community outreach and partnerships, and for creating successful relationships while gaining a sense of community.

“Mid-America Nazarene and the service they continually give has helped shape the direction and future of our city,” said Copeland.

After being given the award, MNU played a short video for the audience about their continuing effort to provide service to the city of Olathe and how they plan to do such.

Facundo Rodriguez, a student athlete at MNU, said in an interview, “I think it’s awesome to see my school being recognized. So many people have no idea what I’m talking about when I say MNU, so this is a great opportunity we’re being given.”

Spittal said he believes some communities coming together aren’t an accident; they are intentional.

“Our story and the Olathe story have woven together in so many different ways,” said Spittal.

Spittal declared that every Tuesday is going to be known as a service day throughout MNU and invited all members of the community to come take the service initiative.

“We believe part of responsibility is to be of service to our community and so it’s our desire to be intentional about that service,” said Spittal.

Spittal also said Tuesday is a day for the Olathe community to wear the colors of MNU, navy blue and scarlet, to show support for the university.

“Having a university around has given Olathe even more of a sense of community. MNU may be a small school, but it is a school we can root for and get excited about. It may not be a big as K-State or have the same morale, but it’s a start and a step in the right direction for this city,” said Susan Horahan, a resident of Olathe, in an interview.

Spittal finished by thanking the community and the council.

“I want to thank you for making Olathe such a wonderful place to live and for giving MNU this opportunity to be a part of whatever you have envisioned for the future,” said Spittal.

The council also talked about:

· Proclaiming Sept. 15 to Oct. 15 National Hispanic Heritage Month

· Recognizing the Olathe National Education Association for their donation to the Recreation Scholarship Program

· Approving a license for the Fraternal Order of Eagles Olathe Aerie 700 club

· Approving a license for a precious metal dealer