Blog: Liz Cawood

We recently launched a new website for Angel Hair Foundation, a non-profit that reaches out to kids in Oregon who have lost their hair due to medical illness. It funds the purchase of "Angel Hair Systems" for kids and teens. You can Give Beautifully by donating $1 a day. Check out the site. Tickets are still available for Shall We Dance on January 27th!

Account Executive Mike Brown was recently elected vice president of programming for the Willamette Valley American Marketing Association. Way to go, Mike!

Through its new Central Kitchen and Distribution Center in west Eugene, Market of Choice is laying the foundation for future growth while meeting its current needs. Read all about it on a front page story that appeared in The Register-Guard on January 18.

When reporting difficulties with your Web pages, be sure to provide: browser you were using (Internet Explorer, Firefox, Safari, Chrome, Other), the version of the browser (IE8, IE9, etc.), and the operating system (Mac OSX, Windows XP, Vista, 7, iPhone, Android). Screen shots are also very helpful. Thanks!

Lindsey Kate McCarthy, account coordinator, recently joined the Active 20/30 Club, and through her we participated in its "Giving Tree" project by buying holiday presents for children. Thanks, Lindsey Kate!

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Over time, media has experienced shrinking news holes, meaning that they have less space or time for stories. Yet, they are literally overwhelmed with stories they could cover - breaking news, business news and human interest stories - and they have hundreds of pitches to choose from every day.

How can you make your story stand out? First, pay attention to what gets covered. News editors and reporters, like everyone, focus on different things. You'll be most successful if you provide information that appeals to a specific publication or station.

Second, submit stories that are truly newsworthy. Think about how many nonprofits there are in our county. They are all doing good work and helping people in need. What is compelling about your story? Why would people enjoy learning more? Do you have a unique angle or someone who truly stands out as an advocate? The more thinking you do before contacting a reporter, the more successful you will be in getting your story covered.

Third, respect the reporter. If you are asked to communicate via email, do it. If the reporter says "no," don't go looking for someone else at that publication or station. Accept the "no," and think about what might be more interesting.

Finally, always do your best to help reporters. When you get a call for information or someone to interview, respond as soon as possible. Even if you don't have the answer, get back to the reporter. Things move fast in the news world, and it helps to know whether someone will be able to provide the information or a spokesperson. If you can't help, be sure to recommend other sources.

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Oak Street Medical provides a unique combination of healthcare services that includes allergy, asthma and immunology, primary care, diabetes and mental health. Recently, it increased its online presence. With the help of CAWOOD, OSM recently launched a blog, Facebook page, and Twitter account. Each is an excellent source of information, from what's new at OSM to the latest medical news. These new channels help OSM reach a broader audience and, in turn, increase its brand awareness. If you haven't yet, read about them, "Like" them and follow them!

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Sounds simple, doesn't it? Marc Benioff, chairman and CEO of salesforce.com, tells how he took his company from a dream to a $2 billion company in just 12 years. His book Behind the Cloud underscores the importance of believing in your dream, articulating your dream, and getting others on board to achieve your dream.

He also shows us the importance of being flexible when things change. Yesterday's dream will likely morph into something different tomorrow. He captured his dream in a vision statement, which has changed four times since he first wrote it down on the back of a napkin in 1999.

At CAWOOD, we're inspired by clients who aren't afraid to dream and who believe in their dreams. They achieve so much, and we're delighted to partner with them on their marketing efforts. Whether it's Market of Choice's Food for the Way You Live, Willamette Valley Cancer Institute's Believe Institute, or Burley's Do More On Your Bike, all these clients are achieving their dream.

What are you dreaming of in 2012?

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Benioff had a simple idea 12 years ago: deliver business applications over the Internet. Today, we call it cloud computing. He gives you an insider's view of how he took salesforce.com from an idea to a $2 billion company. Benioff provides plenty of management advice along the way. His playbook has 111 plays, from #1: Allow yourself time to recharge to #111: Make Everyone Successful.

He says the key to salesforce.com's success is play #100: Use V2MOM to focus your goals and align your organization. You put the V2MOM on one page: vision, values, methods, obstacles and measures. Then you revisit every six months. Read it straight through or just cherry pick the plays. Either way, you'll be glad to have this book in your iPad's bookcase or on your shelf.

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