SEO for PR: A SEO Crash Course for PR Pros!

Scott Winterroth

Tuesday January 8, 2013 – Tuesday January 8, 2013

View MapMap and Directions | Register


Course Description:

Psst… I’ve got a good secret. (Public Relations Pros already make great search engine marketers and at my presentation I’m going to spill all!)

Scott Winterroth
Scott Winterroth, Front & Social

As a public relations professional, you probably already create, manage and curate great content. How many times have you published or released one of the following:

Press Releases
Company Newsletters
Corporate Blogs
Leadership Bios
Product Information
White Papers
Customer Testimonials
… to name a few.

…But are you “releasing” this information the correct way? The above “standards” are great examples of high-quality content that can assist with search engine strategy but the key is knowing how to publish them correctly onto the web. Most importantly the rules of SEO are changing and this is an opportunity to gain traction for you and your clients while securing a solid website search engine foundation for the future. Using content you may already have!

Search Engine Optimization for Public Relations Pros:

Presented by a seasoned public relations pro and digital marketer, Scott Winterroth will provide tactics and strategy that attendees can immediately start to implement (Literally, at the event!) to help build upon their company’s – or their personal website’s – search rankings.

Most importantly, after attending this “hybrid” workshop, attendees will leave with extra confidence knowing the new, new rules of SEO to help preserve their existing hard work and extend the usefulness of old press releases, case studies and white papers. Plus, we will debunk many misconceptions of SEO practice and how avoid “optimization services” you probably do not need.

Here are some topics that we will cover:

  • The anatomy of a Search Engine and how PR Pros should utilize them.
  • Understanding how PR pros already contribute to search engine optimization.
  • Your existing website and Google.
  • Understanding your business’ keyword searches.
  • SEO as a component of Reputation Management.
  • Should I still be optimizing press releases?
  • Pay-Per-Click Advertising
  • Steps for better site rankings and search presence.
  • How to measure and track your performance.

Followed by an intensive “check-up” workshop for those who wish to stay.



A laptop (wi-fi is available)
A desire to learn a lot in a short amount of time!

About Scott Winterroth

Scott Winterroth is the founder of the Chicago-based Front & Social Media, a creative public relations and digital marketing firm and currently serves as the digital marketing manager for McCormick Place, the Nation’s largest convention center. Prior to his current position, Scott served as Public Relations Manager for the Metropolitan Pier and Exposition Authority – owner and operator of Navy Pier, the Midwest’s top leisure tourist destination, and McCormick Place.

Scott is a graduate of Northern Illinois University, DeKalb, Illinois, with a degree in Corporate Communications.

Information from this presentation will be available on his blog, SEO for Public Relations.



Join us for this event at our new Monthly Meeting Location at D.O.C. Wine Bar in Lombard.



Next PRSASCC Job Club Meeting Nov. 3rd

The PRSASCC Job Club is a new service offered by our chapter to recent college graduates and veteran professionals alike, whether members or nonmembers. Our goal is to help every public relations professional achieve employment, whether that be with an agency or getting freelance work or trying to find an entry level position.

The holidays are approaching, and we’re going to show how to survive the job search during this time. We will continue to talk about job search strategies and update everyone on our progress for the Ron Richman project, our PR Serving America project to give participants current experience to include in their portfolios. Our project is going to give Ron Richman the gift of life by helping him find a kidney donor. You can read more about Ron and his search for a donor on his Facebook page, and elsewhere on our website.

We want to make sure people have a great resume and the skills to back it up. We are currently meeting once a month with weekly meetings on Google+. We hope to see you soon!

Our next scheduled meeting is November 3rd, so feel free to join us:

Nov. 3rd at noon


Glen Ellyn Park District

185 Spring Ave
Glen Ellyn, IL

Don’t forget we have weekly meeting on our Google hangout. Just email us to find out more about it!

One Last PR After Hours for 2012 – Al’s Cafe and Creamery, Elgin

Bring on the classic American food!

Another great PR After Hours networking event brought to you by PRSA Suburban Chicago. This time we will be meeting at Al’s Cafe and Creamery in Elgin! They have great food and great shakes that I’m sure you’ll all enjoy. This place is a mainstay of downtown Elgin, and has been serving the people here for decades now. Together we’ll meet with other PR professionals in the area and enjoy a good time. We’ll see you there!

Al’s Cafe and Creamery
43 Du Page Court  Elgin, IL 60120
(847) 742-1180

5:30 pm – 8:00 pm

Located in downtown Elgin, Al’s is home to a Victorian-style building which was once a law office.  The atmosphere caters to the customer and makes them feel as if they are the honored guest at Al’s home.  The built-in book shelves, the numerous antiques that uniquely decorate the space serve the customer with the perfect aesthetic dining experience whether it’s to stop in for a quiet summer dinner, or just a late night treat of one of Al’s legendary Burns’ malts.

Location of Al’s Cafe and Creamery, Elgin.

PRSA Suburban Chicago Anniversary Party Tuesday, November 13th

Rex Havens

Join us for an evening celebration of our 20th Anniversary, Tuesday, November 13th, from 6 – 9 pm at the Sheraton Suites – Elk Grove Village, featuring our special guest, Rex Havens.  Advance tickets are $30 professionals/$25 for students. Bring a toy for our Holiday Toys for Tots collection, and be entered in a drawing for great prizes, including a one-year PRSA National membership.

We’re celebrating two decades of serving the suburban Chicago public relations community, and preparing for our next decade. Come out for a fun evening of food, networking, prizes and entertainment.

Space is limited, so reserve your spot now.

PRSASCC Using Social Media to Help Find a Kidney Donor

Dr. Ron Richman

Were you ever forced to quit a job you love? Do you treasure every waking moment you have with your family? If you have end-stage renal disease you would. Ron Richman is a 54-year-old primary care physician, living in Long Island, NY, that must face this disease head-on every day. And he has for a little over a year. His loving family – Karen, his wife of 31 years, and his children, Sami, Jordan and Jason – have been reaching out over social media in hopes of finding a kidney donor for Ron.

Ron’s social stats are as follows:

  • Facebook: Over 1,400 likes
  • Twitter: Over 430 followers

Our PRSA Suburban Chicago Chapter caught wind of this “Ron Richman Needs a Kidney Donor” campaign from a Facebook friend. Now, we are spreading the word for Ron through social media, as well as the buttons many of you might have received from the PRSA International Conference in San Francisco.

For someone who has helped thousands of patients over his 25 year career, we hope that someone will save Ron’s life. Please spread the word, so that Ron is able to find a match. He is looking for the following:

  • A living kidney donor (This is the best option in terms of quality of life. Lifespan is 20+ years.)
  • Anyone under 60 years of age, is healthy and a non-smoker
  • Male or female with O+ or O- blood type or with A2 (which is a subset of A blood type)
  • An individual on life support that has provided a directed donation in his name

Please help Ron in spreading the word about his need for a kidney donor. “Like” his Facebook page (, follow him @saveaNYlife and continue to share the content he shares on his social media platforms. Ron truly appreciates each and every share, “Like” and follow to lead him to his future kidney donor.

PRSA Suburban Chicago Hosts Media Panel October 9th

Facebook…Twitter…Pinterest….no matter what the latest craze is, good public relations always comes down to getting the right message, with the right information, to the right people in a format they can use. With the current evolution, or as some would say, revolution in “traditional” media, it’s more critical than ever to make sure that you can provide journalists with the information they need quickly. PR pros spend a lot of time obsessing over editors, so this month we’re turning the tables and speaking directly to reporters “on the streets” – those out gathering information and writing the stories we all read each day, the people who show up to our events or cover our companies.

Join PRSA Suburban Chicago for a panel discussion featuring  Chicago Sun Times reporter and Northbrook Star “Snapshot” columnist Kari Angel Lucl, sports reporter Chris Kuc of the Chicago Tribune, and Christina Elizabeth Rodríguez with Extra Bilingual Newspaper in metropolitan Chicago. We’ll learn how they interact with PR people, and the best ways for PR people to reach and interact with them for the benefit of both.

Join us Tuesday, October 9 at 6 pm, at the Sheraton Suites in Elk Grove Village, 121 Northwest Point Boulevard at Arlington Heights Road. Registration is now available.

Networking starts at 6:00 p.m., with dinner at 6:30 p.m. Free on-site parking is available.

Sheraton Suites – Elk Grove Village
121 Northwest Pointe Boulevard
Elk Grove Village, IL 60007

Our Panelists:

Karie Angell Luc, Columnist, Northbrook Star (Pioneer Press/Sun-Times Media)

Karie Angell Luc, MALS considers herself a multimedia journalist who produces/directs/edits webisodes and writes a weekly column, “Snapshot,” in the Northbrook Star, a Pioneer Press/Sun-Times Media publication, which includes her photographs. Subjects for “Snapshot” have ranged from dialysis patients in dire need of a kidney transplant to “Rolling Stone” style interviews with rock stars (Ted Nugent). Her Snapshot column for 10/4 includes an interview with James Lovell, astronaut, about a Chicagoland 1970s park-displayed space module that Angell Luc located years later when NASA could not.

A 1984 graduate of Northern Illinois University in DeKalb with a double major in French and Broadcast News, Angell Luc holds a master’s degree (MALS) in liberal studies from Northwestern University at Evanston. Angell Luc began her career at KEVN-TV, Rapid City, South Dakota. Her stories canvassed the Black Hills and more. One five-part sweeps series “Neighbors Without Names” documented homeless individuals of Sioux heritage who showed cameras how they mixed Lysol with river water in plastic gallon milk jugs as their potable spirits of choice.

Angell Luc freelanced for The Daily Herald, Chicagoland. As a 1995 live moderator for “The Christian Recovery Hour” and “The Natural Grocer” on WYLL-Chicago, Angell Luc solo hosted live one-hour call-in talk shows. She is also a former Centel Cable/Jones Intercable reporter/co-news manager covering the Fox River Valley, Kane County/DuPage County government and courts.

As a producer of 10 years for the Village of Northbrook, IL, she enjoyed editing and shooting PBS quality documentaries on Avid, now on her own on Final Cut Pro. She co-authored the Arcadia history book, Northbrook, in 2008. Angell Luc’s one-man-band-style and downhome love of the Midwest are Heartland apparent.

Chris Kuc, Chicago Tribune Sports Reporter

Chris Kuc began working part-time for the Chicago Tribune in 1982 while attending Hinsdale South High School in Darien. He continued answering phones in the High School Dept. until college, when he began adding page design and copy editing duties. Upon graduation from Columbia College in Chicago, Kuc was hired full-time by the Tribune and added to his duties while working first in Sports and then with the Metro Section. A return to Sports came via a promotion to the management ranks where he was in charge of the High School Sports Dept. and also frequently contributed as a reporter/writer.

In 2007, Kuc was made beat reporter for the Chicago Blackhawks. During that time, he has covered hundreds of hockey games, including the 2010 Stanley Cup championship season. He also part of the Tribune’s coverage of the 2010 Olympic Winter Games in Vancouver, British Columbia. During his writing career, Kuc has covered a variety of events ranging from hockey to baseball, basketball, football, etc.

He is very active in Social Media with nearly 13,000 Twitter followers (@ChrisKuc) and is prolific both for the print and Web editions of the Chicago Tribune.

Christina Elizabeth Rodriguez, journalist and editorial director, Extra

Christina Elizabeth Rodríguez is a Mexican American journalist, writer and acts as the editorial director for Extra Bilingual Newspaper in metropolitan Chicago. She graduated from the University of Illinois at Urbana-Champaign, College of Media with a master’s degree in journalism.

In 2010, Rodríguez wrote for Arte y Vida Chicago, developed a social media strategy for, edited the Fly Paper, an underground Hip-Hop publication, and lent her writing skills to public relations work for Christopher House, a nonprofit organization.

In 2011 Rodríguez was appointed as the editorial director for Extra, where she is in charge of all editorial content, including the weekly e-newsletter and social media outlets. In addition, she continues to freelance on a monthly basis for clients such as and, a Latino branch of Career Builder.

Most recently, Rodríguez helped found Pícaro Media, a full-service media company committed to creating authentic compelling content for the New Generation Latino living in the mainstream world, where she is the head of business development among a team of seven.

In addition, Rodríguez hosts a blog on ChicagoNOW dedicated to diabetes and has been a guest blogger on Latinos in Social Media’s Salud Saturdays. Recently, she has been featured on Poco a Poco radio for her diabetes activism and has partaken in Proyecto Latina’s Reportera Series writing about diabetes among Latinas.


Job Club: Second Meeting Saturday 9/29

View the PRSA SCC job club presentationPRSA Career Workshop
PRSA SCC Job Club presentation

Saturday September 29, 2012
12:00 pm
Glen Ellyn Park District
185 Spring Avenue

Looking for a job in public relations or marketing communication? Join us for our new Job Club meeting to support others looking for a new career in Public Relations, and get your job search fired up!

For questions, please contact Jose Villalobos at



Become a Champion for PRSSA and Support the Future of the Profession

It’s that time again … School is starting, and students are returning to another exciting year on college campuses across the country. It is time for us once again to show our support to the Public Relations Student Society of America (PRSSA) by renewing our $50 dues as Champions for PRSSA. For the first time in 2011, PRSA Suburban Chicago joined as a chapter, in addition to the individual chapter members who support the Champions as individual members.
PRSA supports the future of our profession through PRSSA in a variety of ways, such as:

  • the Dr. F.H. Teahan Chapter Awards program, which provides approximately $3,500 in awards to PRSSA Chapters for a variety of performance areas (newsletters, diversity and service initiatives, etc.)
  • the Altschul Outstanding Internship Award, which is awarded to a student who has excelled in an outstanding internship
  • $5,000 in Betsy Plank PRSSA Scholarships that recognize three outstanding students and sponsor the Champions for PRSSA Reception at the PRSA International Conference this October.

Last year, PRSA launched the Champions Chapter Challenge to encourage more professionals to join in supporting PRSSA. This campaign is the only time during the year that the Champions for PRSSA ask for your help. To encourage members to participate, PRSA is adding a new incentive – you can DOUBLE YOUR MONEY, if you are one of the first to respond.

Again this year, PRSA Chapters around the nation can participate in the Champions Chapter Challenge leading up to Conference in San Francisco. PRSA Chapters can qualify to receive one free Associate Membership for every five Champions members it recruits between now and September 28, 2012. These free Associate Memberships can be used by local Chapters in their own contests or promotions for new professional members, particularly in the spring 2013 graduation season.

For the first five Chapters that have five Champions, we will match your gift to PRSSA. Your $50 Champions membership becomes $100 to benefit PRSSA Chapters. Chapter president Debra Bethard-Caplick is already a Chamption, so there’s only four more needed from PRSA Suburban Chicago – can you help?

Top participating PRSA Chapters will be recognized at Assembly in San Francisco in mid-October. The Central Ohio PRSA Chapter has led all Chapters for two years running with the largest number of Champions for PRSSA. Can Suburban Chicago  rally to top them this year?

Become a Champion for PRSSA today, and invest in the future of our profession. Champions are kept up-to-date on student initiatives through Champions newsletters, the PRSSA national newspaper, FORUM, and PRSA International Conference’s “Champions Reception.”

To join Champions for PRSSA, please download the enrollment form and send payment to PRSSA Headquarters, no later than September 28, 2012 to be recognized at International Conference. But the sooner you get them in, the better your chance to DOUBLE YOUR MONEY. Checks should be made payable to the PRSA Foundation and noted “Champions.”


A Conversation with the Chicago Cubs’ Kevin Saghy – September 11th Dinner Program

Kevin Saghy of the Chicago Cubs

Ever fantasize what it might be like to work for one of the most storied teams in Major League Baseball? The players, the fans, the excitement and promise of spring training. The buzz of the crowd, the sounds of the vendors hawking beer and hot dogs, interspersed with the crack of the bat and the cheers of the fans conspiring to deliver a perfect summer day at historic Wrigley Field.  From Evers, to Tinker, to Chance; to Ernie Banks and Billy Williams; from Ron Santo, Greg Maddux and Andre Dawson; to Bryan LaHair, Jeff Samardzija and Alfonso Soriano – the Cubs have created magical summers in Chicago for nearly 140 years.

Come spend an evening with Kevin Saghy, PR and marketing specialist with the Chicago Cubs, for an inside look at what it’s like to work in sports PR for one of the most loved franchises in professional sports. Kevin manages the club’s social media presence on outlets including Facebook, Twitter, Google+, Pinterest, Tumblr, Foursquare and Instagram.

Prior to joining the Cubs, Kevin worked as an account executive in the corporate practice of Ketchum, a global public relations agency named “Large Agency of the Year” by The Holmes Report for 2009. Kevin was responsible for traditional and social media relations, writing, event promotion and influencer programs for a list of clients that included Best Buy’s Geek Squad, FedEx, Dyson, Kellogg Company, State Street Corp. and Ketchum’s visibility teams.

Kevin was recognized as the Young Professional Mentor of the Year by the Plank Centerfor Leadership in Public Relations in 2010. He also received PRSA Chicago’s Young Professional of the Year Award in 2009. He has been a member of several nationally recognized account teams, including PRWeek’s 2009 Business-to-Business Campaign of the Year for the launch of International Truck’s LoneStar semi truck, and Western Union’s PRSA Silver Anvil campaign for coordinating the company’s quarterly earnings and first ever investor day.

Kevin serves as an advisory board member for the Plank Center for Leadership in Public Relations, co-chair of Champions for PRSSA, founding board member of the Ohio Northern Chicago Alumni Club and he volunteers for several Chicago-based and national PRSA committees. As a past national president of the student organization (PRSSA), he remains committed to initiatives that advance students in the public relations industry.

Join us Tuesday, September 11 at 6 pm, at the Sheraton Suites in Elk Grove Village, 121 Northwest Point Boulevard at Arlington Heights Road. Networking starts at 6:00 p.m., with dinner at 6:30 p.m. Free on-site parking is available. Register before September 10th and be entered in a drawing to receive free Cubs souvenirs.

Free parking available.

Sheraton Suites – Elk Grove Village
121 Northwest Pointe Boulevard
Elk Grove Village, IL 60007