Planning for the fourth quarter of life
One in five Americans aged 70 and older say they can’t live independently or accomplish daily tasks without assistance. To accommodate this ballooning U.S. population, more than 1.3 million new paid caregivers are needed to meet demand by 2027. With more than 765 home services agencies in Illinois (500 non-medical) how does one company distinguish itself? Open Arms Solutions (OAS), a home care agency based in Chicagoland, turned to Ballast Group to help build its brand. Since 1959, the Publicity Club of Chicago has been recognizing outstanding communications campaigns in the Midwest with...
Read MoreDo valedictorians need a mentor?
Growing up in a single-parent household in the 70s, my twin and I had many mentors whether we called them that or not – teachers, coaches, pastors, mom’s boss, her friends and neighbors. Reaching my early 30s, I finally thought I’d learned a bit about life. It was time to join a board and give back. A nonprofit in Denver focused on higher education for inner city youth approached me about a role. I requested first getting to know one of the students it served. It took awhile to pair me which was confusing. It wasn’t until three months into our formal year-long relationship that the...
Read MoreDefine Success before a PR Engagement Begins
A question that I like to ask CEOs or sponsors at the beginning of any new project is: “How will you define success at the end of this project? If your definition was a news headline, what would it say?” A former Baxter executive founded a medical education start-up company that taught physicians how to practice a simulated procedure instead of practicing on a real patient. He answered my question with a commanding: “I want to be on the cover of Fortune magazine as the most feared man in medicine.” Alrighty I thought — a very articulate and focused leader. He continued, “If hospital...
Read MoreHow to Build Your Reputation Plan to Prepare for the Worst
How do smart businesses define and manage issues that arise whether internal or external? Concerns about an organization’s decisions could affect its mission, reputation and economic performance. Issues have an impact on all stakeholders: employees, recruits, customers, partners, investors, politicians, activists and the general public. How does an organization build and maintain a great track record in the public’s mind? We believe this responsibility is based on three foundations for reputation management that include economic performance, social responsiveness, and the ability to deliver...
Read MoreHow to Optimize Results for Your Digital Press Release
The most widely used document by PR practitioners to engage the media is a press release. It has not died; it’s simply used in different ways today and helps frame your ‘pitch’ to reporters. The web-centric world makes it easier for both small and large companies to create and publish news through owned and paid channels such as your website and social networks, as well as wire services. Then let your influencers share it. A multimedia news release (MMNR) is one way to convey your message. These ‘smart’ releases embed high-resolution photos and video, utilize SEO, include social media...
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