If you ask many journalists what PR people do, they might tell you PR folks write news releases, pitch story ideas and go home promptly at 5 p.m. That’s their assessment in a nutshell. They’re completely oblivious to all of the research, strategic planning and long hours involved. I know this because I used to be a news producer. For 11 years, I crafted the day’s headlines into newscasts that viewers (hopefully) wanted to watch.

Then one day, I realized it was time for a change. I decided to pursue a career in public relations. I enrolled in grad school, much to the surprise of some co-workers who balked “you don’t have to go to school to do that.”

And maybe I didn’t. After all, I watched many journalists make the transition without ever stepping foot into a classroom. That’s fine for them, and I wish them success. I also acknowledge both professions require similar skillsets, but I’m thankful my personal journey led me back to school. Otherwise, I’d never know what goes into a SWOT analysis or the basics of a communications plan. Without school, I wouldn’t have learned how to write a standby statement, research a content analysis, and assemble a comprehensive public relations plan.

These are skills I learned in the classroom, not the newsroom. And these are skills I use daily as a PR professional, helping clients communicate through a wide variety of channels – not just TV news.

Mark Suster, an expert I follow on Twitter, recently posted a blog about how startups can best use PR firms, which got my attention because I’m passionate about both PR and startup companies. Most of his advice was spot on, especially from the entrepreneur’s perspective. Relationships are the hinge on which all things work. Not only is it necessary to develop relationships with journalists whom you hope will cover your new venture, but also develop relationships with the person promoting your company on your behalf, whether that person is in-house or an extension of your team.

Along with building relationships with the media comes preparation for interacting with them:

• Do you understand their beat? Do they typically cover startups, or do they prefer a more established business, something that has been tried and tested?
• Are you ready for them to investigate your company? Is your website current? Do you look like you’re operating on a shoestring, or have you put some thought behind your website, making it easy for journalists to do their job?
• And once the media is ready to talk about you, have you done the necessary preparation so your executives are on message and can answer tough questions?

While Mark Suster leans toward in-house PR help, he recommends going with a small local firm if outside help is needed. Our agency has found our size to be our strength. We’re small enough to be flexible and responsive to our client’s needs, yet large enough to have a deep bench of talent from which to pull creative ideas and solutions.

I love to write, which is good because public relations, marketing and advertising requires outstanding writing. It’s what we do – and although we seldom get awards for our writing, it is incredibly rewarding. Yet some folks DO get awarded for outstanding writing – and Borshoff is proud to be a part of telling their stories.

This weekend, the Indianapolis-Marion County Public Library Foundation, which we were honored to represent, hosted its 2010 Eugene & Marilyn Glick Indiana Authors Award and recognized some talented and fascinating individuals.

While doing local media relations leading up to the awards ceremony, I had the opportunity to get to know the authors behind the titles. As we traversed the city from one media appointment to the next, I did a lot of listening to and learning from celebrated authors such as Scott Russell Sanders and Douglas Light. I also visited one-on-one with authors Ray Boomhower, Colleen Coble and Greg Schwipps. And in doing so, I not only got the chance to hear what has motivated and inspired them as writers – but to be inspired myself.

They all have a passion for writing and a love for reading. And in thinking about my own profession, whether you’re writing a 220-page novel, a 220-word news release or 2,200-word speech, excellence is rewarding. Another similarity exists, too: Behind every great writer is an excellent editor.

It is no different in the world of public relations – to value the honest and necessary input of our team here at Borshoff on everything we write. That’s where good becomes great. That’s how mediocre writing becomes magnificent story-telling.

So congratulations to our newest award-winning authors here in Indiana. Get back to your keyboard and manuscripts because to whom much is given, much more is expected.

An interesting article was posted to the Bulldog Reporter site yesterday about the growing influence of social media and need for PR practitioners to keep up. Three take-aways pulled directly from the article:

1. The use of social media at public relations and public affairs firms has jumped 12%-15% in the past year. Currently, the total percentage of work devoted by firms to social media as opposed to traditional media is 30% overall, and next year, the percentage will increase to an average of 42%. In a year or two, the percentage will be over 50%.
2. PR practitioners — and firms in particular — must get increasingly up to speed to know what the online dynamic is all about and how to use it. They will need new skills, because mastering this space is a lot more than just setting up a Facebook account — PR people need to know how to create online advocacy programs that address issues, marketing support initiatives that help to push products, surveys that keep customers and others involved in what their clients do. Most important, they have to understand the of the need to create a strategic plan, not just throw stuff up helter-skelter like it is being done now by many firms.
3. Some people are interpreting our prediction of the dominance of social media as an outright replacement of traditional media — that won’t necessarily happen, but social media will become the primary focus of PR efforts in the next few years, overtaking traditional media as the dominant focus.

Congratulations Indianapolis for scoring – once again – a huge sporting event that is sure to draw thousands of visitors and millions of dollars to our hometown. Just yesterday, the newly expanded Big Ten Conference leadership called an audible and handed off the hosting rights for its inaugural Big Ten football championship to Indianapolis in 2011.

No doubt, the passionate and talented leadership of the Indiana Sports Corporation and the ever-professional staff of the much-acclaimed Lucas Oil Stadium will run with the proverbial football in the same cadence that has proven success with other recent high-profile events, such as the Big Ten and NCAA basketball tournaments here.

How did this happen? And just as critical – why is this important?  All answers point to the word, “reputation.”

As parents, my wife and I try to instill in our children an appreciation for having a good “rep.” What others say and what assumptions are made about you (good and bad) are based on a person’s reputation. So it goes with our remarkable city.

• History has already demonstrated our community’s ability to successfully welcome and host thousands of visitors. Reputation!
• Sports leaders from around the country count on the hundreds of quality volunteers and outstanding staff necessary to properly stage world-class events. Reputation!
• Media near and far have fallen in love with having events in Indy due to our compact and convenient downtown and impressive facilities. Reputation!
• And now, with yet another major event in our pipeline, more opportunities lie around the corner for sure. Reputation!

This year, Borshoff has been extremely honored to have played a role in promoting such events as the NCAA Men’s Final Four ancillary events and next week’s Drum Corps International World Championship. Indy’s award-winning reputation has rubbed off on all of our public relations and advertising professionals here at Borshoff – so we, individually and collectively, share in the celebration of yesterday’s Big Ten announcement and what it means for our city. It means the story continues and the outcomes reinforce and validate the investments made in making Indianapolis the “#1 go-to guy” in hosting major events.

So let’s take the ball and run with it – again – because this is what we do here in Indy. Reputation!

They’re old and young; they’re men and women; they’re Southerners, Northerners and Midwesterners – and they’re all in my sights here in Kansas City. These folks make up the membership of the Society of American Travel Writers (SATW). I’m also an SATW member and many of us have been friends for a while.

SATW is a congenial group of communications professionals (journalists and public relations) who feed off each other with shared purpose – to tell the stories of what’s to do and see for travelers across America. And our regional conference is underway this weekend in KC.

Since Borshoff is committed to tourism and entertainment communications, I’m here promoting one of Indiana’s star attractions – White River State Park (WRSP). There’s a lot to be said about WRSP and these travel writers are loving it. Why not? WRSP is an amazing collection of great visitor attractions (Indianapolis Zoo, Eiteljorg Museum, IMAX Theater, Indiana State Museum, NCAA Hall of Champions and Victory Field) In fact, the New York Times travel section says “WRSP is Indianapolis’ version of the Mall in Washington.”

So over Boulevard beer and KC barbeque, I’m sharing the WRSP story with those who write travel stories for Midwest Living, Chicago Tribune, Cincinnati Enquirer, USA Today, Detroit Free Press, Washington Post, and many more media outlets. I’m glad to help them, because this is what we do – we help tell our clients’ stories. And along the way, we make a lot of good friends, break bread together and share a few laughs. I love what I do and fortunately, good relationships are not limited by age, gender nor geography – and neither are good stories. Pitch on…

“Who let the dogs out? (woof, woof, woof, woof…)” As my Borshoff colleagues and I stepped away from the Butler University National Championship Game Pep Rally on Monument Circle here in Indianapolis today, the familiar and singable Baha Men’s tune was blaring from the loudspeakers. No doubt about it – B.U. mania has hit epic proportions leading into tonight’s 2010 NCAA Men’s Basketball Championship game at Lucas Oil Stadium.

It’s not hard to love the Bulldogs. “The Butler Way” has provided the script for this sensational story that has not only inspired a team, but an entire university, city, state and beyond. But what makes it truly amazing is that the dance we’ve been preparing for as promoters for months is a dance at which we never imagined being guests. And THAT, my friends, is what has made this Big Dance one for the ages.

When our host city prepared to stage and promote a Final Four, we never knew who we’d be hosting. We worked hard for months to get our house in order, polished the silver and prepared to raise the roof – no matter who our guests of honor would be. Then, in one shining moment, the basketball gods smiled on a small, private institution in our own backyard and shazaam! WE become the belle of the ball (or in this case – the beau of the ball.) And what has resulted is electricity that defies explanation and contagious enthusiasm that energizes the soul – which makes the long hours of organizing and the stressful moments of detail attention all worth the while as promoters and marketers.

It has truly been an honor for Borshoff to be partners with IMG and the NCAA in staging and promoting the many fan events enjoyed by thousands these past few days. For tonight, we’re not only the hosts, we are also the guests. And oh, how I love the song they’re playing. Thanks, NCAA! And may I have this dance? (woof, woof, woof, woof…)

“Man – you’ve got a cool job!” said my son yesterday morning – as I was on my way to Lucas Oil Stadium to help coordinate the Final Four kick-off press conference with Mayor Ballard, NCAA brass and local civic leaders. “Just doing my job, Owen,” I said back – grinning inside because I knew what was ahead for this week; and partially wincing, because I knew what was ahead for this week.

There’s no doubt that I’m thrilled to be assisting the NCAA with local, grassroots marketing and publicity around all the fan events surrounding collegiate basketball’s showcase weekend – and with yesterday’s press conference, the good times have started to roll here in Indianapolis.

We last hosted this “dance” back in 2006,  and if this year is anything like last time, be ready to buckle up and party down. Here in 2010, the excitement at Monday’s press conference was already contagious as those planning these good times proclaimed that Indy’s more-than-ready – all the signage is up and THE floor is down. Teams start arriving on Wednesday; fans start swarming on Thursday; partiers come by the masses on Friday. And, for the 6th time since 1980, Indianapolis will again be diagnosed with Final Four Fever.

Yes – the week is finally here. See you at Bracket Town, or wait, how about the Big Dance music fest at White River State Park? Or how about those free practice sessions on Friday at Lucas Oil Stadium? Or maybe the slam dunk/3-point competition in the Convention Center? Just bring it all on!

No matter if you have a ticket or not, check out all the action at www.ncaa.com/finalfour.

Borshoff recently won industry awards including a Pinnacle Award from the Hoosier Chapter of the Public Relations Society of America (PRSA) and several awards from Healthcare Marketing Report.

Borshoff was recognized with a PRSA Pinnacle Award for the Indianapolis Prize media relations campaign. The Indianapolis Prize, the world’s leading award for animal conservation, was initiated by the Indianapolis Zoo as a significant component of its mission to empower people and communities, both locally and globally, to advance animal conservation. Media exposure for the Indianapolis Prize increased more than 300 percent from the initial media relations campaign for the 2006 award, and earned media placements in USA Today, National Geographic Weekend Radio, CNN Radio and Voice of America, among others.

Healthcare Marketing Report recently announced its 2009 winners, and Borshoff was recognized for work with Wishard and St. Francis. Most notable was a Gold award, the highest honor, for Wishard’s Five Factors print ad series. In total, Borshoff received recognition for the following work:

• Gold – Wishard Five Factors print ad series
• Bronze – St. Francis Community Benefit Report
• Bronze – St. Francis Mooresville grand opening
• Bronze – Wishard Five Factors TV spot
• Merit – St. Francis Doctor’s Day Card
• Merit – St. Francis Spirit of Women event