In this episode of the Being Understood podcast, Bess Ellenson, Senior Director of Media and Storytelling at Tunheim, joins host David Erickson to explore the evolving landscape of public relations and media strategy.

From foundational messaging and audience targeting to advanced crisis communications and the growing intersection of traditional and digital PR, Bess shares actionable insights that senior communications leaders can immediately apply.

This episode is a must-listen for CMOs, VPs of Communications, and PR Directors navigating the challenges of a transforming media ecosystem, shifting consumer behaviors, and the growing complexity of managing brand narratives in today’s digital-first world. 

Lani Jordan | Senior Counsel

After nearly six years as a trusted strategic partner, Lani has officially joined Tunheim as Senior Counsel. With a wealth of experience and leadership, Lani will continue to shape and strengthen the impactful work we deliver for our clients.

Ben Hill | Senior Counsel

Ben joins the Tunheim team as Senior Counsel. With his many years working with governmental leaders, Ben brings a unique public affairs lens, and exposure to senior communications challenges and perspectives that will be a great benefit to our clients.

Tim Nafstad | EVP, Finance

Bringing extensive experience in finance, accounting, and operations management, Tim joins Tunheim as Executive Vice President of Finance. Tim’s leadership will help guide the company’s financial strategy and ensure we’re poised for sustainable growth.

Liana Kuruvilla | Capitol Pathways Intern

Liana, a third-year student at the University of St. Thomas, joins Tunheim as our Capitol Pathways Intern. Majoring in Political Science with a minor in Public Health, she brings a strong passion for supporting individuals facing fewer opportunities, striving to make a positive impact and open new doors for them. Known for her writing, organization, and problem-solving skills, Liana is eager to take on new challenges and contribute to our team.

Happy Juneteenth! Today, our team is taking time off to commemorate the holiday marking the emancipation of people who were enslaved in the United States. We have closed our office doors to take time to reflect on the progress that has been made and the long road ahead in combating the long history of racial injustice in our country.

Many Twin Cities organizations, community leaders, and small businesses will be holding events to celebrate. Check out these lists to find an event near you!

In addition to the importance of Juneteenth itself, anticipating it has us thinking about the evolving tradition of celebrating our history. Given the emerging acceptance of the reality that various groups of Americans had very different experiences as Americans, how do we find ways to understand and ‘celebrate’ our collective history?

Happy Juneteenth!

The beginning of the 2024 Minnesota Legislative session and our collaboration with organizations across the state have reminded us of the significant role digital advocacy plays. As more time is spent online and the world continues to evolve, digital advocacy has become an essential aspect of our work.

Here are a few key points to consider when incorporating digital advocacy into your next public affairs campaign:

Reach and Accessibility

Digital platforms provide organizations and coalitions with a vast audience, especially those who cannot be reached through traditional methods. With more people relying on digital channels for information, it is essential for issue-based campaigns to have a robust digital presence. These platforms offer targeted advertising, social media, and video content, which can help reach specific demographics. They also provide a two-way communication channel, allowing to engage with supporters and advocates directly. To summarize, digital platforms offer a unique opportunity for political campaigns to reach a broad audience, interact with voters in new ways, and achieve a significant impact with their messaging.

Targeting and Personalization

Digital platforms enable organizations to personalize messaging based on demographics, interests, and behaviors of specific voter groups. This approach can be more effective in mobilizing supporters. Personalized messaging helps us create a stronger emotional connection with the audience and deliver the message directly to them. Digital platforms also provide real-time feedback, allowing us to adjust their messaging strategy and optimize outreach. In brief, digital platforms have made it easier for organizations to connect with supporters at a personal level, making it a powerful tool for modern advocacy campaigns.

Engagement and Mobilization

Social media and other digital platforms facilitate direct engagement between organizations and supporters. Using these channels to mobilize supporters, organize events, and encourage supporter actions. Additionally, digital tools such as email campaigns, peer-to-peer texting, advocacy actions, and digital advertising can help organizations stay connected with supporters and keep them informed about essential developments.

Real-Time Feedback and Data Analysis

Digital advocacy is a powerful tool for us to gather feedback from voters through social media interactions, online surveys, and other digital channels. This feedback can help adjust messaging and strategies in real-time to better resonate with advocates and supporters. Moreover, digital platforms provide valuable data and analytics that can be used to track progress, measure the effectiveness of outreach efforts, and refine tactics accordingly.

Cost-Effectiveness

Digital advocacy is a more cost-effective advertising approach compared to traditional forms like television and print media. This is because digital platforms offer cheaper advertising options, and campaigns can target their spending more accurately to reach a more relevant audience. This is especially useful for smaller campaigns or candidates with limited resources. It also allows us to pivot when our objectives change.

Counteracting Misinformation

In the digital age, misinformation and disinformation spread quickly online. Digital advocacy allows organizations to combat false narratives and misinformation by providing accurate information directly to advocates and engaging in online discussions to correct misinformation.

Overall, digital advocacy plays a crucial role in modern elections by expanding the reach of campaigns, enabling personalized communication with supporters and advocates, facilitating engagement and mobilization efforts, providing valuable data and feedback, offering cost-effective advertising options, and helping to counteract misinformation.

To leverage the power of digital advocacy effectively for your next public affairs campaign, consider partnering with our experienced team. We specialize in maximizing reach, optimizing engagement, and utilizing data-driven strategies to achieve impactful results. Contact us today to learn how we can help elevate your advocacy efforts.

Written by Jana Miller and Olivia Michel

Black Friday, once synonymous with crowded malls and chaotic parking lots, has undergone significant transformation in past years. While the core excitement of this annual shopping extravaganza remains, the ways in which consumers engage with it have evolved, blending tradition with the conveniences of the digital age.

Gone are the days of a singular, frenzied day of deals.

Black Friday has expanded into a season, spanning several months from back-to-school specials to December 24, catering to the diverse needs of today’s consumers. Families, whether extended, blended, or connected across borders, are on the lookout for budget-friendly gifts, driving the demand for better deals throughout the extended shopping period. Shoppers can find sales such as “Black Friday Warmup Sale” or “Early Bird Sale” beginning as early as October.

Online shopping has become an integral part of the Black Friday experience, catering to a tech-savvy audience. Not only has Black Friday morphed into a months-long ordeal, but Cyber Monday has also lengthened its stay, allowing for shoppers to find the best deals from their living rooms, all month long.

While the traditional in-person Black Friday experience persists, the hours have transformed. For many, Black Friday is about the thrill of the experience. In the past, dedicated shoppers camp out days before, while others join the fray last-minute, well aware that the coveted “doorbusters” may have already been claimed. This year, we aren’t seeing the “Door Buster” signs and alerts, as most are shopping Black Friday deals throughout the whole month of November, or from the comfort of their homes. Gone is the mad rush to find your PS4 at Best Buy, or a new Keurig at Target. The new Keurig has been 50% off since October 31!

So, how does Black Friday continue to captivate shoppers in the digital age?

Geo-targeted deals and mobile alerts seamlessly blend tradition with the convenience of modern technology, creating a unique and dynamic shopping experience. While perusing the web is still a valid Black Friday tradition, mobile options such as Tik Tok shop have opened up the playing field. Consumers can find their favorite brands at extreme discounts in one click while getting their daily dose from their “For You” page. Furthermore, brands are buying into gift-giving technology, such as Kohls who is introducing “Kohl’s Storybook Magic”, an interactive gift-giving AI platform. Customers can input their gift recipient’s hobbies or favorite things and receive a personalized story and gift inspiration.

For Millennials and Gen Z who grew up waiting for doorbuster sales, brands would be smart to target these audiences with social media campaigns and influencer marketing, as they transition from brick-and-mortar shopping to online shopping. According to Deloitte: Black Friday – Cyber Monday Embraced as Consumers Seek Deals to Stretch their Budgets, “Both generations are set to be the largest segments of Black Friday/Cyber Monday shoppers.” Focusing on key messaging to target the younger generations will help to win them over in this highly saturated market.

When shopping, Gen Z look for brands that:

• Use transparent and authentic messaging.
• Are recommended by peers.
• Are aligned with current trends.
• Offer “buy now, pay later” payment options.
• Care about their impact on the environment.

In a world where shopping habits evolve, Black Friday remains adaptable.

As we immerse ourselves in Black Friday 2023 the question lingers: do these deals still influence consumers in today’s always-on shopping universe?  As the shopping landscape continues to evolve, Black Friday adapts, ensuring that whether online or in-store, the thrill of the hunt persists in the hearts of avid shoppers

Ever wondered why saying ‘no comment’ to the media might not be the best move? Join Bess and Liz in a compelling conversation that unravels the hidden dangers behind these two seemingly harmless words. In this blog post, we’ll explore key insights from their discussion and how strategic responses can transform your media interactions.

Here are some key takeaways from the conversation:

Understanding the Weight of ‘No Comment’

In their discussion, Bess and Liz highlight the inherent danger in using ‘no comment’ when speaking to the media. These seemingly innocuous words can inadvertently signal to journalists that there’s more to the story than what meets the eye. This lack of engagement might inadvertently fuel speculation or lead to persistent inquiries, creating unnecessary attention or suspicion.

The Power of Strategic Responses

Contrary to ‘no comment,’ employing a strategic response can be a game-changer in media interactions. Bess and Liz advocate for providing a concise but tactful reply that offers minimal information. This approach can guide the dialogue, keeping the focus on intended talking points and potentially minimizing follow-up queries.

In conclusion, understanding the impact of language choices during such engagements empowers individuals to manage conversations skillfully, ensuring a balanced exchange without compromising on privacy or integrity.

Need guidance in navigating the media landscape effectively? Our team is here to help! Contact us today for expert assistance in crafting strategic responses and mastering impactful communication strategies.