Sandra Fine

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So far Sandra Ericson has created 27 blog entries.

Colorado shooting social media insensitivity wasn’t the first

Have you ever been embarrassed when at a cocktail party, or in the course of one-on-one conversation, you had to admit that you hadn’t the faintest idea of the current event, political gaffe or hot TV show being discussed? For those that are active on social media today, that embarrassment can be amplified exponentially for those that aren’t up to speed – and it can have disastrous affects for affiliated organizations.

With so many recent global tragedies, it seems there is always a social media blunder that calls attention to the potential pitfalls of pressing the send button too quickly without reading the news or having a strong strategy in place.


By |July 20th, 2012|Blog Post|0 Comments

PRSA’s MBA education program: A win for public relations in the C-suite

Kudos to the Public Relations Society of America for taking a small but significant step forward for the public relations field. The organization recently announced a pilot program aimed at advancing PR instruction in MBA programs.

It is designed to help MBA students have a better understanding of strategic corporate communication and reputation management, as well as the methodology and value behind it.

At the Silver Anvil awards a few weeks ago, PRSA announced the five top MBA programs participating in the pilot program: Dartmouth College’s Tuck School of Business (the world’s best MBA program according to the Economist); University of Maryland’s Robert H. Smith School of Business; Northwestern University’s Kellogg School of Management; Quinnipiac University’s School of Business; and University of Texas at El Paso’s College of Business Administration (a top graduate school for Hispanics according to HispanicBusiness).

With the involvement of these schools, PRSA’s initiative not only helps MBA students be better prepared for potential careers in public relations, but also lays the groundwork for future CFOs, CMOs and CEOs of major corporations to appropriately validate public relations not just in the marketing mix, but as it relates to business best practices.


By |July 2nd, 2012|Blog Post|0 Comments

What is Public Relations? You decide!

For the past few months, the Public Relations Society of America (PRSA) has been hard at work looking for a modern definition for public relations. The words that define our profession to the rest of the world hadn’t been updated since 1982 and boy, has our role evolved since that day.

The process for redefining PR has been comprehensive and collaborative, with more than 12 global partners weighing in. The initiative has even been covered extensively by the national media, with a focus on how the age of social media has heightened the need to create a definition that stresses the importance of two-way conversations.


By |February 24th, 2012|Blog Post|1 Comment

The power of belief: Lessons from Tebow on inspiring your brand

I’ll start with a disclaimer: Our office has a lot of Gators. There’s no hiding that. But the legend of quarterback Tim Tebow transcends NCAA affiliations and religion. It’s a story of inspiration and the human desire to believe in something greater – whatever that may be. Here’s a good primer on Tebow and his lore in case you haven’t been following.

Walt Disney was a great example of how fantasy and inspired thinking can translate into major brand dollars. Year after year, people endure unbearable heat in never-ending lines to ride the Disney World attractions we’ve been on hundreds of times. At the Wizarding World of Harry Potter in Orlando, I hear people are paying in excess of $30 at Ollivander’s Wand Shop. Do people think these wands perform real magic? Harry Potter isn’t for babies. These are rational people who have long since learned the difference between fantasy and reality. But we believe – and we buy – because we are human.


By |January 10th, 2012|Blog Post|2 Comments

PRSA theme of the day: PR pros are storytellers at heart

If Monday’s message at the PRSA conference was all about speaking to the customer, Tuesday honed in on the art of telling your story to that customer. In one of the most inspirational talks of the conference, Joe Rohde, senior vice president and creative executive for Walt Disney Imagineering, discussed the importance of theme in telling your story to convey an authentic and memorable experience. Well, certainly Disney has that concept down pat.

As an aside, I guess those rumors about Disney’s harsh rules banning its cast members from having facial hair or wearing jewelry have been dispelled. Joe not only sports a scruffy face, but also one heavy (and painful looking) earring, comprised of a collection of souvenirs picked up on his exotic travels. Joe is the lead designer at Disney’s Animal Kingdom and the new Aulani resort in Hawaii.

Unlike many creative types, Joe was able to channel his artistic passion into practical applications that PR professionals can apply to our campaign thinking. Here are a few of his gems:


By |October 18th, 2011|Blog Post|2 Comments

Top takeaways from the PRSA 2011 International Conference

I’m at the PRSA International Conference in Orlando this week, and I’m providing you with the inside info from here on the ground. The clear message from the presenters is the need to evolve all communications to appeal to what your customer wants – whether that customer is the media, the people who buy your products and services, your boss or your employees.

The tone at PRSA validates what we’ve been telling clients for some time now. The on-demand, digital age has opened new opportunities for communications channels beyond traditional media, but that also means end users have infinite options. As if we weren’t already self-centered enough as Americans, now more than ever before we want to know what’s in it for us.

And let me tell you: If the answer isn’t in plain black and white, we’re moving on.


By |October 18th, 2011|Blog Post|1 Comment

Foursquare, you’re so vain. You probably think this blog is about you.

I recently had a stalker. Not the creepy kind that keeps a lock of your hair in their pocket, but instead one that keeps tabs on you by tracking your electronic footprint. I wondered how this individual always seemed to know where I was and what I was up to. As it turns out, the informer was Foursquare.

That’s when I decided the risk had started to far outweigh the reward of this social network phenomenon and I quit. After all, what was I getting out of it anyway?


By |December 16th, 2010|Blog Post|0 Comments