Thousands of vocational programs, many ways to connect

By Rachel Kerstetter, PR Architect, Sonnhalter More than a year ago, we released an extensive database of thousands of vocational education programs across the country. We recently updated that list, adding about 1,000 new programs, separating them out by state tabs and standardizing the descriptions to make it even easier to search, sort and use. Why would a marketing communications firm make such a resource? We hope the tool will bridge the gap between manufacturers and educational programs. The database serves as a helpful tool for companies looking to implement more grassroots campaigns to recruit the next generation of professional tradesmen. There are a myriad of ways to take advantage of a tool like our database. I'd love to name a thousand ways to use it (given enough time and coffee I probably could too!) but I'll leave you with a few suggestions of how to make our work, work for you. Fill the Talent Pipeline 12075read more >

Feeding the Content Beast: Types of Blog Content

By Rachel Kerstetter, Public Relations Architect, Sonnhalter If your content marketing program includes a blog, you've felt the pressure to produce a lot of content. Blogs are hungry little monsters that need a steady stream of new information to be effective. But never fear! It is possible to feed the content beast and not lose a finger in the process. 12051read more >

Should you jump on the bandwagon?

By Rachel Kerstetter, PR Architect, Sonnhalter “It seems like a lot of companies are doing _________. Should we be doing it too?” Fill in the blank with any new digital tool: Virtual Reality, Facebook Live, Snapchat, Augmented Reality, etc. Marketers are asked to consult on new communication mediums and trends on a daily basis. When they aren’t asked to consult, they’re being directed to jump in. Once upon a time marketers were asked about email, then social media and apps. We’ve come a long way in technology trends. But the basic question is: Should we jump on the bandwagon? 11944read more >

Sonnhalter’s Rachel Kerstetter Awarded “Rising Star Award” by Greater Cleveland Public Relations Society of America Chapter

CLEVELAND – December 2016 – Rachel Kerstetter, public relations architect at Sonnhalter, was honored with the inaugural “Rising Star Award” at this year’s annual Cleveland Rocks Awards, presented by the Public Relations Society of America’s (PRSA) Greater Cleveland Chapter. This year marked the 14th year in which the PRSA Greater Cleveland Chapter honored the area’s best in marketing and communications with more than 50 awards across more than 30 categories. The first recipient of the Rising Star Award, Kerstetter was recognized as an outstanding public relations professional with seven or fewer years of experience. At the ceremony, Kerstetter was honored for her high level of professionalism, proven abilities in aligning PR strategy and execution with client goals. “In a short amount of time, Rachel has become an invaluable asset to not only the PR objectives of our clients, but also to the many inner workings necessary to make our agency thrive in our respective niche,” said Matt Sonnhalter, vision architect at Sonnhalter. “Sonnhalter is proud to see a well-deserving candidate such as Rachel be the first to receive this award. With a long career ahead of her, we look forward to watching her grow as an accomplished young professional and seeing how it will move our public relations efforts forward.” Kerstetter joined Sonnhalter in 2011 and served as public relations engineer prior to her promotion to public relations architect in 2015. Kerstetter is an active member of the PRSA, serving on the board of directors, and is vice president of membership of the Greater Cleveland chapter. She earned her bachelor’s degree in communications from the University of Mount Union, located in Alliance, Ohio. About the PRSA Greater Cleveland Chapter The PRSA Greater Cleveland Chapter is the professional organization that brings together public relations, communications and marketing practitioners throughout Northeast Ohio.…read more >

Take the Interview

By Rachel Kerstetter, PR Architect, Sonnhalter It’s time when we start thinking about New Year’s Resolutions. Which means we’re making plans to improve ourselves over the coming year, as well as improve our marketing efforts. Here’s a PR resolution for your organization this year: Take Every Interview. Every time you have an interview request from your local media or trade outlets, take it. One of the biggest frustrations for a public relations practitioner is turning down editorial opportunities. An editor of a trade publication that we work with regularly at Sonnhalter told me this week that one of his biggest struggles is getting companies to take advantage of editorial opportunities with the magazine. 11729read more >

Make Sure Your B2B Communication is Still Human

By Rachel Kerstetter, PR Architect, Sonnhalter When it comes to B2B communication, sometimes we get a little too caught up in the 2 Bs (business and business) that we forget about the Hs, Humans. Your organization is made up of human beings and the businesses that make up your target audience are also made up of human beings. When you recognize that your audience is made up of humans, you're already one step toward more effective communications. Communicating with humans means you need to take into account emotions as well as logic and make an effort to connect on a personal level. Be Human Mike McDougall gave a presentation at the PRSA International Conference on using the HUMAN method to connect with B2B audiences. Here's the model: 11132read more >

Run Social Media The Way Your Grandfather Ran His Business

By Rachel Kerstetter, PR Architect How should you run your social media?  To answer that question, perhaps you should ask instead, "How would my grandfather have run his business?" Or at least that's the question Mark Schaefer asked. Mark is a globally-recognized speaker, educator, business consultant, and author, he blogs at one of the top marketing blogs of the world. One of his recent videos, "Social media marketing lessons from my grandfather, the plumber," dug into the attributes that made his grandfather successful in the plumbing business and how they can be applied to social media. For those of us marketing to the trades, his example is even more important. How did Mark's grandfather, a plumber from Pittsburgh, grow a successful business? 10439read more >

Get Your Message Across in an Ad-Blocked World

By Rachel Kerstetter, PR Architect, Sonnhalter A recent report shared that 32% of global page views are impacted by the use of ad block and mobile sees three times the rate of ad block use than desktop. Did you know that even some people who work in advertising block ads? Let’s face it, website ads are mostly annoying. If you’ve ever opened a webpage and had an ad start talking to you that you couldn’t turn off, you know what I mean. Although digital advertising has a solid place in integrated marketing programs, accompanying it with other tactics can get your message to audiences that wouldn’t be reached otherwise – those who use ad blockers. How do you get your marketing messages past ad blockers? 10247read more >

Are You Ready to Talk to the Media?

By Rachel Kerstetter, PR Architect, Sonnhalter We're officially in trade show season, which means planning booths, putting together promotions, connecting with customers and preparing your staff for the show. One often overlooked aspect of trade show participation is the media. When you exhibit at a trade show, you can trust in the quality and relevancy of the attendees as potential customers. You can also trust that the media that is most important to your ideal customer will be at the show, so make sure you prepare to talk with them as well. I once supported a company at their biggest industry show. I'd set up meetings with media at the show and spent a lot of time in their booth. During a lull when I didn't have anything scheduled, I decided to go eat lunch. When I returned, the sales rep in the booth handed me an editor's card and told me he'd stopped to see you. I asked about the interaction with the editors, what had been shown to him and so on, just to find out that they had given him my card and sent him on his way. Throughout the show, the booth staff was so laser focused on getting leads that every time they encountered the media, they said two words, "See her" and pointed them to me. It's important to treat the media personnel at a show as if they are just as important as a customer ... if not more. Trade media have a huge audience of hundreds or thousands of the people who you want to reach. 10317read more >