Blog: Liz Cawood

ODOT's Willamette River Bridge project remains ahead of schedule. Pictured is work on the project south of the railroad tracks to the north bank of the Willamette. Bridge columns are beginning to appear.

Congratulations to Account Manager John Lively who is running to represent Springfield in Oregon's House of Representatives. We salute him for his commitment to public service.

On Saturday, March 10, Market of Choice's Corvallis store will hold a customer appreciation event to thank patrons for a successful first year. Stop by to join in the fun: 922 NW Circle Blvd. Enjoy!

Everyone needs a cheerleader. We have Lindsey Kate McCarthy who shares uplifting weekly inspirations focused on our values: collaborative, authentic, responsible and energetic (CARE).

Angel Hair Foundation raised $140,000 at its Shall We Dance event. The coveted Tiffany & Co. crystal vase and perpetual trophy went to Eric Forrest who danced with Laura Kiszczynskyj. Way to go!

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Most of us have been affected by cancer in some way.

Now there's a resource center everyone can use, whether you're a patient, family member, friend or co-worker of someone with cancer. Located at Willamette Valley Cancer Institute's Country Club Road location, the American Cancer Society Cancer Resource Center provides free access to information on cancer diagnosis, treatment, social services and community programs all in one place.

Staffed by American Cancer Society (ACS) volunteers, many who have experienced cancer first-hand, the Cancer Resource Center is a place to share experiences and find resources to navigate the cancer journey.

A relaxing and comfortable space, the center includes a library of disease and treatment-specific information, along with brochures about American Cancer Society programs. ACS programs include transportation assistance, temporary housing and other support services, such as Reach to Recovery and Look Good...Feel Better. More information about local ACS patient support programs is available here.

Watch this short video on the grand opening of the center. And, stop by in person at 520 Country Club Road. Volunteers staff the center from 9 a.m. - 2 p.m. on Monday, Wednesday, Thursday and Friday; no appointment necessary.

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It seems that everyone is blogging about something these days. There are tech blogs, political blogs, medical blogs, cooking blogs - there are even blogs about blogging. But to create a successful blog that enjoys a loyal following, you must provide interesting content that benefits readers.

People, being the curious creatures that we are, want to learn, solve and do, but we want our information fed to us in small bites, which is why "How-to..." and "Top 10..." (or less) headlines tend to get substantially more clicks.

The key is to deliver what you have to say in an appealing way. Make readers laugh, ponder, envision and most importantly, motivate them to act. The trick? Say it in 250-500 words or less.

Here's some inspiration to get you started.

• Begin with your topic. Explore every angle, and choose what would be most interesting to readers.
• Consider a story, example or antidote for your lead graph.
• Focus on the good stuff. Take out whatever is unnecessary or can be held over for another blog.
• Identify key points with bullets or lists.
• Add keywords, links and photos for search engine optimization.
• Use a strong headline and subheads. Remember, the average attention span of an online reader is just 10 seconds.
• Craft the conclusion. Give readers something to ponder or act upon.

Stick to the essentials. Keep it interesting. And they'll be back. To learn more about successful blogging, contact us.

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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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