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01 Mar 2013

March 2013 Newsletter

March 2013 Newsletter

Seizing the Opportunity: Media Placement in a Dynamic Landscape

You've learned the skills to express your message clearly when you win precious media coverage. But how do you get in front of them to start the dialogue, and cut through all the noise to gain your client, company or spokesperson a place in the right conversations?

Join us March 1st for Seizing the Opportunity: Media Placement in a Dynamic Landscape, presented by Brian Coddington of Hill + Knowlton Strategies. In a media environment where the only constant is change, building strong relationships is key to successful media relations. Learn how to become the go-to resource to whom reporters and editors turn when they need engaging stories and features for their next deadline.


March 1, 2013
7:00 a.m. - 9:00 a.m. (7:00 a.m. - 8:00 a.m. Networking Breakfast;  8:00 a.m. - 9:00 a.m. Presentation)

The Lincoln Center, Monroe Ballroom
1316 N Lincoln Street 
Spokane, WA 99201

Parking is Free for The Lincoln Center.

Meeting fee details: The meeting fee, which covers breakfast, is $20 for members at the door, $30 for non-members, $5 for student members and $15 for student non-members. (Only full-time students qualify for reduced rates. School I.D. is checked at the door.)



What’s in it for me? Get over yourself!

Attending our What are You Broadcasting? workshop and the EWU Young Professionals networking panel last week, a common theme rose to the top for me: Reciprocity – the giving part before the taking. This notion is not new, and I remember hearing it first as a recorded sound bite from JFK’s inaugural address (1/20/1961), “…ask not what your country can do for you – ask what you can do for your country.” Before you think about what someone or something can do for you or your organization, try challenging yourself to consider how you can selflessly present yourself - especially during a first encounter.

Human beings tend to be selfish, and generally, respond in a positive manner to those offering something wanted or needed. We need to be the person on the other side of this equation, offering something of value with no immediate benefit to ourselves or our organizations, and we’ll find people more responsive to what we have to say – both in that moment and in later points of contact.

In our What are You Broadcasting? workshop, Shawne Duperon gave us interview techniques to help news reporters look good as a first priority; and in turn, they will be more likely to use us and our organizations in the future. The networking panel at the EWU Young Professionals event translated reciprocity as offering a compliment, assistance with a project, etc. before shamelessly plugging our own want or need to connect with this person.

As we learn this month from Brian about engaging the media, keep the concept of reciprocity in mind; and consider other aspects of your life, personal or professional, in which to exercise it.
Favorites this month:

  • 8 Incredibly Simple Ways to Get More People to Read Your Content
  • Cooking with your PR and Marketing
  • “How do you sidestep destiny?"
    "It depends what sort of mood she’s in – warm and forgiving or cold and immovable.” 
    The Woman Who Died A Lot: A Thursday Next Novel by Jasper Fforde

- Alyssa Ando, MarCom President


The Spark Awards are right around the corner! Do you have what it takes to win one? (or four?)

On Feb. 27, we’ll be at Dean Davis’ studio from 4:00 p.m. – 6:00 p.m. once again for the Spark Awards Drop-Off Party. Come network with your fellow MarCom members!

Access the Entry Packet Here

The Spark Awards will be April 24 at The Lincoln Center. Bring your friends! If you’d like to be a judge for this year’s Spark Awards, contact Kevin Dudley.

Reminder: Entries must be projects completed during the 2012 calendar year.


Your organization can be recognized among the best and brightest in Spokane, through sponsorship of our 2013 Spark Awards. Sponsorship opportunities are available at a variety of levels. Your support provides local area college students with the opportunity to have a paid internship in marketing and communications. View the complete listing of opportunities here. If you're interested in sponsorship, email Crystal Schaeffer-Flynn, Sponsorship Chair at



Gonzaga University Speed Networking


Are you ready to meet the next generation of marketing professionals? In cooperation with Gonzaga University's PRSSA Chapter, we will be holding our first (and only!) student-to-professional speed networking event on Monday, February 25th, at 6 PM.

Professionals will have the chance to glean over student resumes, hear their elevator pitches, and give them tips about what made them successful in their careers and suggest how the students can leverage these experiences in their upcoming job searches.

The job market is tough. This is a great way for all of us to give back to the student community and help them best represent themselves; ensuring our best local talent stays local.

Pre-register to attend as a professional (or a student!) here.



Why Your Company Needs VideoFrank Swoboda

by Frank Swoboda, President, Corner Booth Media

Twenty years ago, I was producing ten minute long corporate videos for hundreds of thousands of dollars, distributed on VHS tape to be played at trade shows or mailed to prospective clients in hopes of swaying them to do business. Today good videos spread like wildfire, are effectively shorter, cost a fraction to produce and are distributed through social media powerhouses, search engines and email promotion.
YouTube is the second largest search engine behind Google, receiving 60 hours of uploads per minute and four billion views a day. Hand held devices and high speed mobile internet access have revolutionized where and when video is consumed. Now video is accessible any time and place.  Consumers expect video. What does this mean for your business? Video is an extremely powerful marketing tool!
Gone are the days where television commercials alone were enough; they are now a piece of a much larger puzzle. Without online video, companies are missing out on a huge audience. Video on your website improves search optimization and helps you connect with potential clients, giving them a reason to stay longer and also to come back. Video is everywhere. You can either avoid it and get left behind, or embrace it and begin a whole new way to connect. Whether you use video to show the human side of your organization, facilitate interaction, share ideas or show the world why your product is amazing, video makes a connection
There are many mediums through which to distribute video, and much competition for viewership. The most important element of a successful marketing video is to ensure that it is engaging. Search engines prioritize a quality video and successfully measure viewer engagement, which ultimately leads to more exposure. Most high performing videos are designed with intentional strategy. Strategy involves targeting the right audience in content and distribution source, video length, roll out and a plan to continue telling your story with ongoing video.
Continuously telling your company’s story, strengthens client relationships and builds brand recognition. Investing in and accruing a video library should be priority in completing your marketing puzzle. Before you launch, it is important to strategize and have a plan. All of this leads to creating a powerful social enterprise for your brand. See how this timeless brand does just that in the video below:
Frank Swoboda produces video content and strategy for brands like STCU, Gonzaga Online, Hotstart, Red Lion Hotels, Greater Spokane Incorporated and many others. Learn more about how video moves your market at Frank’s blog



Established in 1980, Skyline is internationally known as THE source for remarkable face-to-face marketing experiences and has been recognized as the world’s top innovative company. Skyline Inland Northwest is locally owned and is part of the global Skyline network of more than 1,500 team members, providing exhibitors expert worldwide service and support in over 140 design centers and representatives in 40 countries.

Skyline INW offers trade show and event exhibits to match any size and budget, ranging from tabletop displays and portable displays to modular inline exhibits and large-scale island exhibits. Skyline makes over 20 different exhibit systems, including pop ups, banner stands, panel systems, fabric structures, truss and other structural, custom modular exhibit systems. Exhibit rental, graphics, and service support is available from Skyline Regional Service Centers in major venues, such as Minneapolis, Las Vegas, Chicago, Orlando, Toronto Canada, China and Mexico.



Light Bulb


"Opportunity is missed by most people because it is dressed in overalls and looks like work." - Thomas Edison