Tips and information for effective public relations - Fall 2015  

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Name Dropping

Here's a sampling of what's going on with our clients and staff:
Leonard & Finco is working with the Peshtigo School District on the communication efforts for a referendum for a new middle school/high school.
The 2015 Burger Fest
was big success! The annual festival, held in Seymour, WI, the "Home of the Hamburger," was featured on, and
This is year number 10 for the Walk for Wildlife
at the Bay Beach Wildlife Sanctuary. The annual walk raises money for the volunteer animal rehab program that takes in and cares for more than 5,000 animals each year.
Congratulations to
Rose Gruber, executive director of the
Wisconsin Council on Problem Gambling. Gruber has been elected to her second, three-year term on the board of directors for the National Council on Problem Gambling.
Leonard & Finco is pleased to be working with Marshfield Utilities. The water and electric utility serves more than 13,000 customers in Central Wisconsin.

The Wisconsin Economic Development Corporation (WEDC) has designated a portion of the Austin Straubel Commerce District (ASCD), at Austin Straubel International Airport, as a Certified In Wisconsin development-ready site. This designation indicates to site selectors and business owners that the parcels are shovel-ready and plans won't be held up by delays in permitting or approvals.
Congratulations to the international Parelli Foundation for another successful Road to the Summit horse auction, recently held in Pagosa Springs, Colorado. The auction raised more than $85,000. The Parelli Foundation is a nonprofit organization for the natural horsemanship community that focuses on education for youth horsemanship; therapeutic horsemanship; horse welfare; and scholarships for the talented and for career-minded individuals.

Congratulations to U.S. Oil. The petroleum and renewable energy distribution division of U.S. Venture, Inc. recently acquired a refined products terminal in Indianapolis, Indiana. The new terminal adds 410,000 barrels of capacity and expands U.S. Oil's existing distribution network to 21 terminals in North America.
Congratulations to the Experimental Aircraft Association (EAA) for a very successful AirVenture Oshkosh 2015. Featured attractions included the B-52, F-35 and A-350. The weeklong event attracted more than a half million visitors.

Dealing with Negative Comments

It's not uncommon to run into a negative post from someone on social media every now and again. While it can be frustrating, there are a few things to keep in mind when responding to this type of post.
Take a step back and be smart about how you respond. If it is a complaint or negative comment, consider consulting with others in your office on the best way to approach the situation.
Be professional and courteous. The poster may not have selected the best words to use when making their comment, but that doesn't mean you get to do the same. Your online community is watching how you will respond to the situation, so be sure you are acting with a professional voice.
Admit your mistakes. If you're in the wrong, admit it (without placing blame somewhere else). Apologize for the error. Share how you will fix the situation. Move on.
Not all negative comments should be deleted. If you get negative feedback, do your best to rectify the situation. If the outcome ends on a somewhat positive note, keep the post on your news feed. It will show your online community how you handle these types of situations.
Be diligent with monitoring. Keep up with daily monitoring of your platforms and check out online reviews to learn what people are saying about you. Social listening is quickly becoming just as important as the content you develop.
Negative comments are part of online communication. Having a plan to deal with them when they appear will help your company respond in a productive way. 
Which social media platform is right for your organization?
It's easy for people in an organization to say "we have to be on social media;" but it's often hard for them to explain why or what platform you should be using. Social media isn't a one size fits all solution for communication. In fact, it is like any other PR tool, which means before you make a decision on what tools to use, you have to have a strategic communication plan in place. Who's your target audience? What does the research tell you about them? Why are you trying to reach them? What do you want them to know and do? Answer those questions (and others that are part of your plan) and then take a look at what tools can help you get to your goal.

Social media will most likely be in the mix, but make sure you understand why you're using a particular platform, what you need to do to be successful and how to measure your results. You don't have to be everywhere to have an impact but you do have to be in the right places for your organization to succeed.
Are you ready if a reporter calls?

Being prepared can be the difference between a good interview and one that you hope no one sees. Leonard & Finco Public Relations has the experts to help you understand today's media and help you prepare if you're approached for an interview. For more information, contact us at (920) 965-7750 or

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Quick Quote 
"Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people." 
-Jim Rohn