About Shelby Kraus:

Shelby has an impressive knowledge of public relations and media relations and how to make them work for the benefit of her clients. She has developed and executed strategies and tactics for a variety of B-2-B and B-2-C clients in multiple industries.

Her responsibilities include overseeing and directing all public relations including media list creation, article development and placement, writing news releases, case studies, Web and online copy, development and coordination of success story programs and corporate presentations, PR strategy and planning, white paper development, event planning, and media relations.

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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Tips to Make News Releases Professional

May 16th, 2012 by Shelby Kraus Categories: Public Relations Tags: henry russell bruce, hrb, press releases, Public Relations, shelby kraus

As PR professionals we spend a lot of time learning journalistic techniques and rules to demonstrate to reporters that, even though we may not have a journalism degree, we follow their unparallel dedication to the craft. In Journalism 101, a student begins to learn about AP Style (Associated Press). This is the writing standard to which all journalists adhere to…and you should too.

It is also what public relations professionals should adhere to as well if you want to be taken seriously. Sometimes clients don’t understand why we use Calif. for California instead of the postal abbreviate of CA. AP style is the reason why.

Here are some simple tips to make your news release professional in the eyes of a journalist.

States

STANDING ALONE: Spell out the names of the 50 U.S. states when they stand alone in textual material.
EIGHT NOT ABBREVIATED: The names of eight states are never abbreviated in datelines or text: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah.

Titles

Capitalize formal titles when used immediately before a name. Lowercase formal titles when used alone or in constructions that set them off from a name by commas. (i.e. “…said Shelby Kraus, vice president of public relations.”)
Use lowercase at all times for terms that are job descriptions rather than formal titles.

Numerals

Spell out first through ninth when they indicate sequence in time or location: first base, the First Amendment, he was first in line.
Starting with 10th use figures: she sold 10 pineapples.

Here are a few words to watch when you are writing as well.

Regardless, not irregardless
Loose instead of lose
Preventative vs. preventive
Expecially vs. especially
Wary vs. Weary
Advice vs. Advise
Assure in lieu of ensure
Supposedly vs. supposably
Titled vs. entitled.

You may think it is too much work to follow special rules created by the journalism community, but I have seen editors throw away news releases because they are unprofessional in their mind. To stay on top of the game, you may want to subscribe to the AP Stylebook (a guide to writing like a journalist) online at apstylebook.com.

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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6 Tips for the Budding PR Professional

October 21st, 2011 by Shelby Kraus Categories: Public Relations Tags: henry russell bruce, hrb, Public Relations, shelby kraus

It's not really worth your time to avoid an issue.

It’s been a few years since I entered the PR world (well, more than a few) and I had forgotten what it is like to be new to the field. I was speaking to a former intern the other day and she asked what advice do I have for a budding PR professional. I pondered this for a bit, but off the top of my head, here are a few nuggets:

Be a sponge – read up on your employer’s business and the industry so that you can get a good foot hold on what you will be up against in the competitive landscape.
Get to know the product or service inside and out – spend time with product managers, the sales team and any executive that will talk to you about the product or service. Find out why they were developed in the first place and where they want to take them.
Write, write and then write some more – everyone is going to have his or her materials edited. Don’t take it personally. One of the best assets a PR professional can have is his or her writing skills.
Pay attention to detail – you may think this is just in writing, but it is not. You are now in a professional world and much like your professors there are protocols to what you develop and deliver to your supervisor. Don’t be sloppy. Everyone at the company is a client and you need to present your research, writing, strategies, ideas, etc. in a clear and concise manner that is formatted professionally.
Make sure your enthusiasm for new media stays in line with corporate philosophy – you may be very excited to assist with social media or mobile public relations, but keep your passion in check if your employer is skittish about it. Rome was not built in a day and if you take the right approach, in time, you will get to expand your company’s presences.
Never stop learning – keep filling your toolkit with new skills and teach others too.

Landing your first public relations position is very exciting. Remember, that the classroom is not a clone of how the real business world operates. It is like an incubator, preparing your for the next chapter in your career. Have fun and stay inquisitive!

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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Spin Doctors or PR Strategists?

August 15th, 2011 by Shelby Kraus Categories: Marketing, Public Relations Tags: henry russell bruce, hrb, Marketing, Public Relations, shelby kraus

DJs are a totally different type of "spin doctor", but they too know the importance of a "hook".

One of the many reasons HRB is called upon for its PR expertise is because companies are looking for strategic ideas on how to get news out about a product or service. It sounds simple, but there is usually a challenge associated with this request.

Often times, the company has not thought through what the journalist and customer want to know. Why care what the journalist wants to know? Well…they are the first barrier you have to break through if you want the customer to read about you at all. It is always a good idea to consider what makes your story compelling. Is there a national tie? Is there recent research that supports your product or service announcement? Is there a trend in your industry that you are addressing first or bucking?

For the customer, it is best to turn your release into a story about benefits and not just about the features of the product or service. What is the reason you developed (or modified) the product or service? Was it in response to customer requests, was there a problem you fixed?

This is the kind of thinking a third-party professional can bring to the table. Regardless if you see PR professionals as strategists or Spin Doctors, we still know there needs to be a “hook” to get you coverage.

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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Word Gets Around

May 20th, 2011 by Shelby Kraus Categories: News, Public Relations Tags: Public Relations, shelby kraus, social media, Social Media Marketing

I recently read an article about how the social media and PR universe are much like a small town and it resonated with me. IF you are not from a small town, defined as less than 10,000, then perhaps you will not see the connection I do. The social media universe is very much like a small town in that what everyone is trying to do is build a community. Small towns have so many wonderful traits, but they also have some that can be a bit unnerving at times.

I am from Lost Nation, Ia. In its heyday it topped out at 900. I was in the last graduating class as we only had 23 students in my senior class. Believe me, you know everyone and they know you. Some of the similarities that I see between a small town and social community are:

Growing up in a small town, you know almost everyone. They also know everything about you. This transparency is good in many ways, but you are reminded that “word gets around” and the community can quickly learn the bad things someone says or does. Likewise, a company partaking in social media needs to be prepared for customers seeing its dirty laundry along with the good.

In a small town, everyone looks after one another, even if you don’t care that much for each other. There is a bond with communities. I think it is kinda like having a brother or sister. I am an only child and it has always amazed me how my two sons could be picking at each other one minute, but when someone says something or does something against the other they stand together the next minute. Social communities are very similar in this way. The political community is a prime example.

In either a literal or virtual community, you are welcome to join, because we are curious about you. The cost of admission is cheap, especially if you help another member. You are gradually accepted. No matter if you’re considered a “newbie” (even after belonging somewhere for 10 years), you’re still a part of the gang.

However, the thing with gangs is that betrayal is costly. Same with a small town or a virtual community. Betray the group and know that forgiveness comes slowly. Trust is imperative. Companies and organizations need to heed this warning. If a mistake is made, at least own up right away and correct it so everyone can move on.

Ultimately, I think what we are all searching for is a sense of belonging. To belong, one knows your name, your first name. You are not a “Dear Card Holder” or a Sir or Ma’am. Anyone in business, social organizations or school, you need to remember that. We are not faceless beings. We have names. My name is Shelby, I am still from a small town, working in a small city, with two teenage boys and even though my demographics might be interesting to you, my psychographics might be even more so – pay attention.

Remember to connect with folks and create the community you want. We might not all be right for yours, but I bet there are many who are perfect.

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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Social Media Strategies Should Be In Your Playbook

December 22nd, 2010 by Shelby Kraus Categories: Public Relations, Social Media Marketing

Living in Iowa, we take our university athletics very seriously, especially football. We do not have any professional teams. So, residents literally bleed black and gold for the Iowa Hawkeyes (and to be fair, red and gold for the Iowa Cyclones and purple and gold for the UNI Panthers). So when one of the best players for the Hawkeyes is arrested, everyone in the state takes notice.

Typically, the University of Iowa does not hold press conferences on these incidents. They release a statement and hope it all dies down quickly. This time was different. Admitting it during a press conference last week, UI staff conceded that this was probably the first time UI has ever held a press conference because the “noise” within social media was so loud and they needed to clear the air.

For those who think your business or organization can slip under the social media radar by not having a presence there, you are wrong. Social media is just like the press. “It” is going to get out there whether you want it to or not. And I’ve always told my clients, “it is better to get it out there first, the way you want to say it than it is to let others tell your story for you.”

Social media can be a wonderful tool for sharing your stories, things that would never make it on the news or in the news. Tell us about your toy drive, share tips on how to cut back on heating costs, tell us you’ve added new curriculum, etc. It is also a good tool to help manage a crisis.

The University of Iowa learned this the hard way and hopefully will be able to learn from this when they go back and watch the game reel.

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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Would Miss Manners Give You Good Marks for Your Editorial Etiquette?

December 7th, 2010 by Shelby Kraus Categories: Public Relations Tags: contact hrb, henry russell bruce, hrb, hrb newsletter, Public Relations, shelby kraus

Something has been happening lately in my little world of public relations…it is not a new scenario, but it does seem to be getting increasingly worse. It’s a company’s failure to understand a deadline in the media world around them. The sad part is that so often a great opportunity slips by because of corporate layers of approval. Or, is it more about the lack of respect for an editorial deadline?

Yes, we practitioners have been known to wield a magic wand and get extensions on deadlines, but if you become a chronic deadline misser, you will soon be dismissed as a source. Even though you may have the best experts, the leading product in a category or are in the top five of your industry, you still can get passed over for such poor etiquette.

There is etiquette when working with the media, you say?

Absolutely there is etiquette. The daunting part is that you work very hard to build relationships with editors on behalf of your clients, and by missing deadlines chronically it not only puts a scar on their relationship, but yours as well.

Here are some ideas to keep you in good graces:

Review editorial calendars each month, identify topics of interest and plan ahead for them.
If you’re advertising in a key publication, work with the advertising rep to give you enough lead time on unexpected value adds.
Talk with the editors and help them to understand your organization so they know when they should or should not approach you about an opportunity based on subject, but also on turn time.
Be prepared. Have all your media kit elements ready to go at a moment’s notice. Better yet, keep them updated and on the press room of your website.
Do not overwhelm the journalists, but do be thorough in the materials you send. This will make it easier for them to meet his or her deadline.
If a reporter calls you and says it is urgent, call them back the same day. If there is some lead time, please call them the next day to understand what they are looking to cover.
Don’t assume you know what the reporter wants.

If you follow a few of these items, you will even win approval with Miss Manners!

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Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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Journalists Are Not Gods, Nor Do They Live on Mt. Olympus

November 2nd, 2010 by Shelby Kraus Categories: Public Relations Tags: Grammar, henry russell bruce, hrb, hrb newsletter, media, Public Relations, shelby kraus, Writing

Don't fear the media. Research and understand their needs before reaching out to them. Journalists hold the key to the success of so many public relations professionals, businesses and organizations. Still, they are not “creatures” we should fear, like Greek gods on Mt. Olympus. They are insightful people wanting to share with their viewers or readers a well-rounded story that is relevant and happening now in his or her community. So why do so many people not understand how to work with them?

Here is my theory. “We” (meaning the collective) only want to push out the story we want to tell. That in itself is all right, if done correctly. So why does everyone feel the need to pontificate and profess their company’s prowess in its market, its industry or with its product? Beating your chest to tell the world about yourself only makes your CEO feel better about what they are doing, not those who will buy or believe your service.

I understand that we professionals need to write to appease our bosses, but you’d make great headway in several ways with the media if you could:

Leave out the overused adjectives such as “the largest,” “the only” or “the oldest.” Leave that for the boilerplate.
Find a tie to a national story.
Find research in your industry or with consumers that is relevant to your product or service and write a lead that way. (Read my blog on well-researched media lists for a better idea of what I mean by this.)
Step outside your bubble and stop thinking “me” and starting thinking “them.” What do your customers or potential customers want to know?
Don’t be annoying and call the media to say, “Did you get my release?” Have a purpose to your call (i.e. more information, a client to interview, etc.) and journalists will be more willing to listen to you.

It is not that reporters are gods, they are accessible and open to ideas. However, it is getting harder for communication professionals to listen to their audiences (and sometimes that’s because “the boss” could be related to Zeus).

If you have any other tips or best practices in working with the media, share them here and I’ll post them in a future blog.

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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10 Ways Advertising and Public Relations Agencies Can Thrive in Today’s Economy

October 1st, 2010 by Shelby Kraus Categories: Branding, Public Relations Tags: Branding, henry russell bruce, hrb, hrb newsletter, Marketing, Public Relations, shelby kraus, Writing

Is the press release dead, or has it just been repurposed? Lately I’ve heard a lot of talk budget reallocation. I’ve also read a lot of online buzz about the “death of the press release” (see Simon Dumenco’s article in Advertising Age online).

I have to disagree that it’s slim pickings for agencies today. I believe businesses are more willing than ever to allocate budgets to advertising, PR campaigns and social media. And I definitely don’t think that agencies or the press release should fear extinction.

The only thing agencies need to fear is fear itself.

Take HRB, for example. A few years ago we reassessed our clients’ needs and considered the importance of the growing symbiotic relationship between traditional and alternative forms of marketing. We merged with The Internet Marketing Group and began offering Web services for our clients—including e-mail marketing, social media marketing and Web design, to name a few. We established our company as a full-service strategic marketing firm that utilizes a combination of advertising, public relations, media buying, branding and Web efforts.

Not only do our offerings help us stand out among our competitors in the Iowa City/Cedar Rapids Corridor, it helped us win the “Best PR & Advertising Agency” award from Corridor Business Journal™ readers this year. The variety of departments and obvious commitment of HRB’s team members is inspirational and admirable; and, it’s the reason the company is successful.

In essence, we are all reinventing our businesses and if we want to remain pertinent in our industry the employees need to learn and adapt their knowledge of new media.

Connect with HRB:

Here are 10 ways that advertising and public relations agencies can thrive in today’s economy:

Offer a diverse and unique set of skills and departments. Are you offering services that your competitors aren’t offering? If not, host a team meeting to assess your competition. Create new templates, new email marketing campaigns and new added values in your media buying proposals. HRB’s Growth Division is a testament to this.
Encourage your employees to work longer hours. This isn’t unheard of in the advertising and public relations industries, but spending a few extra hours on an ad design, Website layout or press release shows that you’ve truly considered and reconsidered your clients’ branding needs. They will thank you for this by extending their contract with you or recommending your services to their own business contacts.
Keep up with social media and Internet marketing trends and tools. This will help you stay ahead of your competition and discover fresh design and grassroots marketing ideas. At HRB, for example, we post a combination of industry, company and client updates on our Facebook and Twitter pages, proving that we’re able to think outside the box and that we’re good listeners.
Hire young talent. HRB welcomed 3 new interns for the first time since the Flood of 2008. How many new employees has your company invested in? At HRB we welcome young talent and believe that fresh ideas are invaluable to the growth of the company. Hire college students that possess a high level of creativity, are extremely motivated and possess strong communication and computer skills. According to an article published by Sacramento Business Journal on September 3, the employment outlook for public relations specialists is expected to increase faster than the average for all occupations through 2016. If you’re willing to take the hiring plunge your company can reap many long-term benefits from this extra help .
Be proactive and continually seek out RFP opportunities. Companies today expect you to come to them, and if you want to be the best agency in your city, state, nation or the world you need to act like it. Build a competitive sales team then educate them about the services you offer and what kinds of businesses they should be prospecting.
Update your blog and Website on a daily and weekly basis. I can’t stress enough how crucial this is to the survival of your agency. Most agencies today have sections of their Website devoted to their blog, company news releases and their social media profiles. Review your competitors’ Websites and determine what they’re offering, then go beyond that to engage with your own audience. Add your company’s social media icons to your newsletter, Website and social media profiles and post updates whenever you make a change to these sections.
Stay humble. One of the reasons I prefer working for smaller companies is because they’re humble about the awards they win and the strong relationships they’ve built with their clients. There’s no need to brag about your company online or offline and it’s much better rewarding to let your work speak for itself.
Attend industry events. Encourage your employees to attend trade shows and conferences, seek out higher learning opportunities or earn their APR or their Master’s degree. If you’re able to afford it, reimburse your employees for continued education.
Host seminars. HRB offers free seminars every other week in both Cedar Rapids and the Quad Cities. I have had the pleasure of organizing and attending these seminars and can tell you that our team members are experts in their field. Not only do they offer free business advice but they answer attendee questions and concerns about the subject they’re presenting.

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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About Shelby Kraus:

Read Shelby's Recent Articles:

Here are some ideas to keep you in good graces:

If you follow a few of these items, you will even win approval with Miss Manners!

Want to sample our newsletter?

I understand that we professionals need to write to appease our bosses, but you’d make great headway in several ways with the media if you could:

If you have any other tips or best practices in working with the media, share them here and I’ll post them in a future blog.

“Conjunction Junction” video by Schoolhouse Rock

Connect with HRB:

Here are 10 ways that advertising and public relations agencies can thrive in today’s economy: