Archived News & Views

Sturges Word Communications Adds Two to Staff Kansas City, Mo. November 1, 2013 - Sturges Word Communications added two new members to its staff. Katie Garcia joins as account executive and Michelle Cheesman as senior account manager. Garcia previously worked in social media and public relations for Silpada Designs and Beauty Brands and brings a breadth of knowledge around new media and content marketing to the team. Cheesman has 20 years of experience in communications, advertising and marketing, spending the past 11 years at a communications firm and 10 years prior to that at companies such as Nextel Communications,

Sturges Word Communications Wins Seven PRISMs at 2013 PRSA Awards Show Kansas City, Mo. October 14, 2013 - Sturges Word Communications won four Gold PRISM Awards and three Silver PRISM Awards for various client campaigns at the latest PRISM Awards Gala hosted by the Greater Kansas City Chapter of the Public Relations Society of America (PRSA). The 2013 PRISM Awards Gala was held at Club 1000 in downtown Kansas City on October 11. SWC collected a total of seven awards, and the firm was honored in a number of categories, including: Newsletters: Gold for Ash Grove Cement Foundations employee

Sturges Word Designs Invitation for ArtsKC Inspiration Breakfast Kansas City, Mo. September 12, 2013 – ArtsKC – Regional Arts Council engaged Sturges Word Communications to design an invitation for it's 4th annual Inspiration Breakfast. The event each year helps ArtsKC with it's mission to advance and support the arts for the benefit of the Kansas City region. This year's event is October 17th, 7:30 – 9:00 a.m. at The View at Briarcliff, 4000 North Mulberry Drive, KCMO 64116. To attend RSVP online at www.ArtsKC.org/InspirationBreakfast by October 3rd.

Sturges Word Revamps Johnson County Gateway Project Website KANSAS CITY, Mo. July 30, 2013 — HNTB, an infrastructure solutions firm serving public and private owners and construction contractors, retained Sturges Word Communications to create a responsive website...that informs drivers and industry professionals about a new Kansas Department of Transportation highway reconstruction project, Johnson County Gateway. Reconstruction phases continue through 2017 and include improvements to I-435, I-35 and K-10. SWC previously worked with HNTB on the original website in 2008. The site content is frequently updated by KDOT and HNTB representatives, giving travelers and stakeholders access to the latest details

19 Word Years at SW 52,250 hours. 988 weeks. 533 designs. 280 students. 190 clients. 153 awards. 133 business books. 76 jazz albums. 60 issues: Fast Company. 36 trips: APDF.org, AIGA.com & Worldcomgroup.com. 21 all-nighters.17 trips: Oak Creek Canyon. 15 non-profits. 12 design staff. 7 foreign countries with cool beer bottles. 6 years teaching. 4 vintage cars. 1 business partner: Melissa Sturges. I believe we all have a purpose in life. Every Monday, as I’ve started a new work week, I try to reflect on the creative talents God has given me. I feel driven to use those gifts

Mobile website or responsive design? You know your company website doesn't look good on your smartphone: that annoying pinching-to-zoom, long wait times and frustrating navigation. Your marketing department says, “we need a new website,” and you know your web visitors are way down and you're losing potential customers. Where do you start in the ever-changing world of web development and mobile optimization? With the rise of technology and the evolution of mobile devices, design, development and content strategy are at the forefront of any online presence. Moreover, recent studies indicate mobile browsing is expected to outpace desktop-based access within three to five years.

Redesigning the Informational Website – 3 Crucial Takeaways When redesigning a website, it is imperative to present easy-to-read content in a way that also increases usability. Interactive components allow users to have a customized experience. When the Kansas Department of Transportation (KDOT) enlisted our services to improve the Johnson County Gateway Interchange Project website, it was clear that their site needed just that. We provided strategic direction and employed current technology such as digital media, responsive design and social media, which in turn improved the originally hard-to-digest technical content and helped provide an

Breaking up Organizational Clots When most people think about organization, highlighters, Post-it notes and dry erase boards come to mind. I, along with several others here, am highly addicted to these products, but fostering internal organization is far more complicated than answering the question, “Pink or blue?” Organization is not an obvious thing for a marketing firm to tackle for its clients, but it can be found peppered throughout all of the strategic plans we develop. The reason? Most marketing solutions can’t be approached until internal factors are properly sorted, and when we come up against a real organizational

Nineteen Here are some things you probably didn’t know about 19: It’s the atomic number of potassium. Go here to learn what the heck an atomic number is. That’s how many kids the TLC network’s Jim Bob and Michelle Dugger have (as of this writing). 19 miles is 30.6 kilometers. I rounded. And yes, I had to look it up. Our firm’s 19th anniversary is today, April Fool’s Day. But, for real. You know what else happened in 1994? Michael Jackson married Lisa Marie Pressley. Kurt Cobain died. So did Nixon. And, San Francisco hosted the first conference devoted

Social Media and Disaster Response With National Disaster Preparedness Week in our rearview mirror, the way in which social media has so drastically changed how we obtain and process information has been top of mind. In the event of a natural disaster, social media allows people to directly reach out to community leaders and decision makers and oftentimes, actually receive a response. Several recent events illustrate the public’s increasing ability to be heard when it really matters. Snowmageddon 2013 In February the Kansas City area experienced two major snowstorms within a week of each other.

A Modern Annual Report for a Modern Downtown Downtown Kansas City is a place full of energy, creativity, and vitality. It only makes sense that the organization responsible for nurturing and promoting this culture, the Downtown Council, should have an annual report that reflects the personality of the area.

Sturges Word Communications Recognized at 2012 PRISM Awards KANSAS CITY, Mo. (October 22, 2012)– Sturges Word Communications (SWC) won three Gold PRISM Awards and four Silver awards for various client campaigns at the latest PRISM Awards Gala hosted by the Greater Kansas City Chapter of the Public Relations Society of America (PRSA). The 2012 PRISM Awards Gala was held at The Gallery in downtown Kansas City on October 19.

It's not (just) what you say. It's how, when, why and to whom you say it. In public relations, we spend a lot of time thinking about messages. Frequently, the majority of brainpower gets spent figuring out what should be said. Unfortunately, folks often forget to consider how it is being said, to whom it is said, and the context in which the conversation occurs. We often have a tendency to view all people through the same lens we use for ourselves. If we’re logical, we tend think everybody should think logically. If we’re more of a feeling person

If You’re Going to Play in the Social Media Sandbox, Please Keep It Real Last weekend my beloved was looking through the Redbox selection and noticed that the number of lame knockoff movies in their kiosks appears to be on the rise. If you’re not familiar with this phenomenon, Redbox has been stocking its kiosks with a growing number of low-budget, direct-to-DVD titles that have strikingly similar titles and cover art to major Hollywood films. The L.A. Times wrote a great article about it. The Hollywood Reporter wrote about a lawsuit filed by Universal against the producers of one

The Worst Speech in the World We all use business clichés from time to time. As much as I claim to loathe them, I’m guilty of it too. Using a cliché in a small internal meeting might induce eye rolls, and it’s fun to mock them on Top 10 lists. But when those tired expressions make their way into news releases, blog posts, tweets, and other communications intended for large audiences, it’s a serious problem. At IABC’s recent conference, they highlighted the absurdity of these terms with what they dubbed “The Worst Speech in the World.” (see below) When

KCPD Chief Shows Why Stonewalling and Complaining Don't Work With Media Here in Kansas City, there’s been a little dustup this week between members of the local media and our new(ish) police chief, Darryl Forte. I wasn’t there, and I haven’t seen the raw footage, but based on the accounts I’ve heard, this incident seems out of character for a police department and chief who have been doing an otherwise remarkable job connecting with the community. The other day, the chief was presenting a new violent crime reduction plan to members of the city council. He was joined by

Sturges Word Dials Up New Biz With Verizon Wireless KANSAS CITY, Mo. (April 9, 2012) – Verizon Wireless has tapped Sturges Word Communications to serve as its public relations partner in western Missouri and the state of Kansas. The Kansas City-based public relations and design firm will provide media relations support for new products and services, community relations programs and key initiatives in the region, such as Verizon’s recently announced expansion of 4G LTE service to several Kansas communities. “Sturges Word is honored and delighted to add another strong brand to our client roster,” said Melissa Sturges, co-founder and

SWC Designs ‘Keep the Art’ Campaign for Arts Council of Metropolitan Kansas City KANSAS CITY, Mo. (March 26, 2012) The Arts Council of Metropolitan Kansas City recently launched its Keep the Art fundraising campaign. Sturges Word Communications designed the ads which appear in the current KC Studio Magazine, and will run in the Kansas City Star.

What's your story? My niece recently handed me the three books that make up the Hunger Games trilogy. For those of you living under a rock, this is the apparently stupendously popular Young Adult series about a post-Apocalyptic America where, to show how awful war is and that it should never, ever happen again (against the surviving government anyway), the Powers That Be hold an annual lottery, selecting twelve children between the ages of 12 and 18, and let them duke it out on live television until all are dead but one. Oh boy. I was not enthusiastic but

Does your brand score high on "kindness"? It’s a running joke in my family that my dad would shop at five different stores before he’d buy new underwear. Nothing was ever purchased without painstaking research and if it took a couple of tanks of gas to get it done, then so be it. Funny, how we all eventually turn into our parents. I've been accused of reading online product reviews for sport. So it’s no surprise that when I recently bought my son a meat smoker, I first interviewed several barbecue experts and then dove with zeal into the blogosphere.

Professional Development Matters We’re pretty serious about ongoing professional education at our firm. We serve on boards, have a weekly book club, and are always looking for opportunities to learn. One of the most rewarding professional development experiences of my career was earning accreditation in public relations (APR) through the Public Relations Society of America. A couple years ago Melissa and I went through the classes, peer review and standardized testing together. I just wrote a post on the virtues of earning accreditation for the Kansas City chapter’s blog. No matter what industry you’re in, continuing education matters for

The Tao of Two Year Olds There are times when it is okay to behave like a two year old. I had an epiphany about this at church recently, which was either redundant or exceptionally contextual. While working with toddlers in Children’s Ministry, one of my charges would respond to every direction / suggestion / pleading with, “why?.”  Why? Why? Why?  What was obvious to me was not obvious to this kid and it took a great deal of animated conversation for us to come together on the why. This happens a lot in our work. Clients  want to

SWC Honored at PRISM Awards KANSAS CITY, Mo. (October 26, 2011) – SWC won six Silver awards and one PRISM Award for various client campaigns at the recent PRISM Awards Gala hosted by the Greater Kansas City Chapter of the Public Relations Society of America (PRSA). The firm was honored in the categories of Public Affairs/Lobbying/Issues Management, Internet Communications, and Newsletters. In addition to the awards, Sturges Word Communications Account Manager Justin LaBerge was nominated as PRSA president-elect for the 2012 year. Sturges Word Communications is a strategic design and public relations firm with special expertise in the public

Hurd and Hound join SW Team Terri Linn Hurd recently joined the Sturges Word team as brand manager. Terri brings years of professional experience in media and marketing to her new role. She also brings Sunflower (or Sunny), the service/guide puppy in training.   Terri began her career as an award-winning reporter and editor, holding leadership roles with the Kansas City area’s two largest newspaper publishers, Sun Publications and the Kansas City Star, for more than a decade. Sunny was born into her career on June 21 at Kansas Specialty Service Dogs in Washington, Kansas. KSDS is a non-profit

Sturges Word Designs Parking Map to Support Kauffman Center Opening This September Kansas City will experience a whole new performance venue with the grand opening of the Kauffman Center for the Performing Arts, scheduled for Sunday, September 18. Sturges Word was happy to support the center’s grand opening with the Insider’s Guide to Parking — a clearly illustrated parking and driving map of the area around the Kauffman Center. It is hoped that the map, which is available as a full color PDF download, will help the 20,000 anticipated grand-opening visitors find parking, shuttles, trolleys and other transportation to

Sturges Word Among Art/Work Participants Sturges Word was pleased to participate in the 2011 Art/Work program coordinated by the Arts Council of Metropolitan Kansas City. Three of our staff submitted literary and design entries, and Linda Word, creative director and principal, was awarded Best in Show for her entry “Lake Supper” in the “8-Word Story” literary category. “Sturges Word is a strong advocate for the Arts Council,” says Linda Word, Sturges Word creative director and principal. “We support their mission and enjoyed being a part of the Art/Work program. It was inspiring to see the work of so many

Sturges Word Communications Adds Five Clients KANSAS CITY, Mo. – Sturges Word Communications has recently added five clients to its roster, the Kansas City-based integrated marketing and communications firm announced today. After working with Sturges Word on its marketing brochure and materials for its annual luncheon, the Arts Council of Metropolitan Kansas City further engaged the firm on internal marketing initiatives, creative direction and strategic planning. Hovey Williams LLP, an intellectual property law firm focusing exclusively on patents, trademarks, copyrights, trade secrets, and IP litigation, has engaged Sturges Word to assist with media relations, marketing, social media, and website

Brand Smart In my last blog entry, I wrote about the value of understanding your brand and making sure what it means to you is also what it means to those important to you. What can you expect if you go through the branding process? You will learn a few definitions, of brand, brand awareness / identity / position / management and, value proposition. Just think, you can skip Reader’s Digest “Word Power” that month and delight friends and co-workers with your newly expanded vocabulary. There’s a bit of a research phase, which clever people usually foist off on

Brand Cramp There are words that war with themselves. In one context they mean one thing, in another, the complete opposite. The 50-cent term for this is contranym. As in “cleave.” In the Bible, men and women are called to turn from father and mother and cleave to one another - come together as one. Yet there are few words as meaty and palpable as cleave when it means to separate. You can practically hear the object whistling through the air as it is brought down, suddenly and violently, cleaving the item that is to become two where it

Heart of America Shakespeare Festival Board Agency principal and co-owner to assist festival with strategic communication planning KANSAS CITY, Mo. (Dec. 20, 2010) – Linda Word recently joined the board of the Heart of America Shakespeare Festival, making a commitment to work with the organization on strategic communications planning over the next year. In addition to board service, Word anticipates supporting the Shakespeare Festival with graphic design, social media and public relations counsel and services, particularly in promotion of the coming February 12, 2011, gala benefiting the organization’s many programs and, the Festival’s annual production in Southmoreland Park, featuring

What the Anal Retentive Chef Can Teach Us About Strategy When I was in the middle of Christmas decorating disorientation, an old Saturday Night Live sketch, “Cooking with the Anal Retentive Chef,” came to mind. The late Phil Hartman plays Gene, the titular chef, who announces his intention to make pepper steak and in less than four minutes he has, instead, pointed out that the flavor from green peppers comes not from the cooking of them but how evenly diced they are, demonstrated the proper way to dispose of unwanted (unevenly chopped) peppers (two sheets of paper towels, still

A Reflection on Earning Accreditation in Public Relations I took a test a few days ago. I haven’t taken a test like this since Econ 51 while I was in journalism school. That was a long time ago, and let’s just say it was not my best class. My co-worker, Justin, is on the local board of the Public Relations Society of America (PRSA), our professional association. He said he was interested in studying to attain accreditation in public relations (APR). Good for him, I thought. In fact, if he finds it useful, we just might include this among

Sturges Word Team Members Earn Accreditation in Public Relations KANSAS CITY, Mo. (Dec. 2, 2010) - Melissa Sturges and Justin LaBerge recently earned their Accreditation in Public Relations (APR) from the Public Relations Society of America. The designation requires participants to pass both an oral examination by a panel of three seasoned PR pros and a rigorous standardized test. The program aims to improve the practice of public relations by assessing the competence of PR practitioners in 60 areas of knowledge, skills and abilities associated with the profession. Those who earn the APR must maintain their credential through continuing

Effective Issues Management Requires Imagination All across America, electric utilities (including many of our friends in the electric co-op world) are installing a new generation of smart meters that will help them deliver better service and improve the reliability of the nation’s electric grid. These meters are the quintessential “win-win” scenario. Customers with credit troubles can avoid expensive security deposits with pay-as-you-go plans. Savvy savers can reduce their energy bills by running the dishwasher and clothes dryer during off-peak hours on new time-of-use rate plans. Folks who are concerned about the environment can celebrate an electric grid that uses

Each of us has a unique reason for choosing a certain career path. Here’s mine. Last Friday, the Kansas City Chapter of the Public Relations Society of America hosted its annual event for college students who aspire to work in PR. In addition to serving as emcee of the fashion show, I was searching for the next great intern to join our team. This year, I’ve asked our intern applicants to submit a cover letter that explains why they chose to pursue a career in public relations. I decided to take this approach for several reasons, the most important

Baseball can teach us a lot about celebrating tradition while looking toward the future The Super Bowl might be America’s most spectacular sports championship, but the World Series is the championship with the most tradition and history…and as a kid who grew up in a community that’s nearly 150 years older than our country, I really dig tradition and history. Tradition and history give us a sense of place. They let us know who we are, where we came from and what we stand for. But they can also be an obstacle to our growth and evolution. There is

Airline misses connection on social media customer service Earlier this month, I wrote about how social media listening provides organizations with an outstanding opportunity to gather customer feedback and address customer service issues. The airline industry is a leader in this field. Though most major airlines have a robust social media monitoring and response program, a story written today by one of my favorite Wall Street Journal reporters/bloggers shows the significant diversity in the approaches they take. For most airlines, the approach seems to be an extension of regular customer service. Tweet a complaint, and you’ll get a response

Are you sporting a digital mullet? One of the public relations groups I follow on LinkedIn has recently been debating the merits of freelancers, independent consultants, and other self-employed professionals using an email address from AOL, Hotmail or Yahoo for professional purposes. The gist of the argument is “how am I supposed to take you seriously as a professional when you’re using an email address straight out of 1997, especially if you’re a PR or technology consultant?” They noted how simple and inexpensive it is for even the smallest of businesses to purchase a personalized domain name for email

SWC Honored at Awards Gala Hosted by Kansas City Chapter of the Public Relations Society of America Campaigns for Thomson Correctional Center and Barbie® museum exhibit win awards. KANSAS CITY, Mo. (October 11, 2010) – Two campaigns developed and executed by Sturges Word Communications were honored Friday night at the annual PRISM Awards Gala hosted by the Greater Kansas City Chapter of the Public Relations Society of America. The firm won a PRISM Award in the Public Affairs/Lobbying/Issues Management category for its work organizing and mobilizing grassroots community support for the proposed sale of the Thomson Correctional Center in

Earning respect and loyalty by embracing criticism If you’re pleased with our work, tell a friend. If you’re not, tell us. I remember the first time I read that expression. I was 16 and getting my car repaired at a garage owned by one of my friends’ parents. They stamped it on every invoice. It was so simple and eloquent. I don’t know about you, but one of my biggest fears is making a mistake, letting somebody down, and never knowing it happened. How can I learn from my mistake, grow as a professional, and make amends for something

Are your customers mint chocolate chip, peach cobbler, or banana split? My girlfriend and I are a well-matched couple. She’s a lawyer. I’m a PR guy. Our tastes are similar, as are our politics. Her cat and my dog even get along (for the most part). But our relationship has one significant rift that we have struggled to resolve…ice cream preference. When we go to the store to buy ice cream, we have a tough time making a decision. Of course the simple solution would be for each of us to purchase the flavor we prefer, but we’re headstrong

Worldcom University Brings the World’s Best Strategic Communication Ideas to Sturges Word Clients SWC is the exclusive Kansas City partner in the redesigned program, drawing upon the resources of more than 100 independent PR and integrated agencies around the world. CLEVELAND, Ohio – September 24, 2010 – Sturges Word Communications, the Kansas City partner of the Worldcom Public Relations Group, announced today that David Grossman, founder and president of the Grossman Group, has been selected as the first president of the newly redesigned Worldcom University. Originally launched in the 1990s, Worldcom University is the learning and education center of

A distorted message makes for a great game when you’re five, but when you’re a grown up running an organization and the message gets distorted, a good time is rarely had by anyone…except your competitors.

The Art of Social Media Plans Social media sites such as Twitter, Facebook, LinkedIn and Flickr have become increasingly popular places for people to share about their lives. More people and companies are using these for professional reasons, blurring the lines even more between professional and personal. However, only 20 percent of companies worldwide have a social media policy in place, according to an article in Public Relations Tactics. It is very important to have such a policy to protect the company’s brand and have a consistent voice across all channels. When building your company’s social media plan, there

The Need for New Collateral Almost every company has used collateral pieces to gain new business and increase revenue. Currently, companies are looking for cost effective ways to increase sales through revamping these marketing materials. But do they really need too? SWC Principal, Linda Word, shares with us five questions that will help companies decide if new materials are really needed. 1. How much revenue do you want generated from this piece? 2. Does this piece tie in with the rest of your marketing materials? 3. Who are your audiences, what do they want to hear and how do

Working the Room Networking is crucial for developing new business, but it can be awkward and intimidating for some. A misconception about successful networking is that quantity is more important than the quality. We have all heard of the three business cards rule; go to an event and bring back three cards to show your boss that you actually talked to people. This methodology does not result in new business, but a more robust rolodex. A recent PRSA Tactics article cited five strategies that will help people successfully network. 1. Have a Wingman 2. Do your homework 3. Be

Sturges Elected Officer of International Agency Network SWC Principal Melissa Sturges continues leadership role in the Worldcom Group KANSAS CITY, Mo. (June 11, 2010) – Sturges Word Communications, a Kansas City, Mo.-based integrated communications firm that builds brands, moves product and manages reputations, today announced that Melissa Sturges has been elected secretary-treasurer of the board of directors for the Worldcom Group. Worldcom is the world’s leading network of independent public relations and integrated marketing communications agencies, boasting 104 partner firms across six continents. Other board members include leaders of agencies in Bangkok, Los Angeles, Melbourne, Minneapolis, Munich, New York,

Is email making us stupid? My mom really enjoys sending me emails that mock my technology addiction. Each time, I respond saying “Hello kettle. I noticed this email came from your Blackberry.” When she emailed an article from Entrepreneur Magazine entitled “Email is making me Stupid” I thought that was a little below the belt. However, the article made several valid points about our culture’s addiction to instant information and people’s inability to deal with the constant stream. It mentioned that email volume is growing by 66 percent a year and more people are using Facebook and Twitter for

It all started with a career quiz. We’ve all heard comedians crack jokes about career quizzes and their lack of real-world application. At my high school in Belton, Mo., this was not the perception. Career Day, and the ensuing career quiz, was a big deal. All the students gathered in the library, claimed a computer by alphabetical order, and embarked upon a journey into their future. Once completed, everyone received a printout of their most compatible career field. The library was abuzz with students sharing their results. At the time, I knew nothing about communications, so you can imagine

What can small businesses learn from a retired prom DJ? When I was in high school and college, I ran my own DJ service. I’d spend my Friday and Saturday evenings driving across southern Maine, setting up my lights and speakers, and playing Top 40 hits for homecomings, proms, and other special events. I did all of my marketing through word-of-mouth and direct mail. Right before the start of school each year, I’d design a brochure on my computer, have copies made at Kinkos, stuff them in envelopes with a couple of business cards, and drop them in the

Celebrating 15 years building credibility, visibility and business. This month marks SWC’s 15th anniversary. We closed the office last Thursday to celebrate the milestone, and hatch plans for how we’ll grow and evolve to serve our clients’ needs for the next 15 years.

Sturges Word Communications Adds Clients SWC is excited to welcome Cloverland Electric Cooperative, Ash Grove Cement, HNTB, and TCEDA as clients.

All I really need to know about PR I learned from puppies and kittens. We’ve all heard of the book “All I Really Need to Know I Learned in Kindergarten.” Well, I want to write a sequel. It’s called “All I Really Need to Know About PR I Learned From Puppies and Kittens.”

Rural America deserves equal broadband access. You flip a switch, and the lights come on. You pick up the receiver, and you get a dial tone. No matter where you are in America, that’s how it’s supposed to work, right?

Perhaps the greatest website. Ever. I am a faithful follower of many, many websites. I start every day reading a half dozen newspaper websites. Then there’s NPR, The Onion, and more blogs than I can count. They all bring happiness to my day and information to my brain.

Social Media – Bigger than you think You know that social media is big, omnipresent, relentless, growing exponentially every single second, yes? Well, it’s bigger than you think.

Social Media Policy You know how your parents always said that their rules were meant to protect you, not just Hoover out all the fun you ever hoped to find in life? That would work for having a social media policy in place at your office as well.

Bad news: Not if; when. When your business experiences a significantly adverse incident or series of events that have the potential to seriously damage your organization’s people, operations or reputation, that’s not just bad PR, that’s a crisis.

Sturges Word Helps Organize Support for Thomson Prison Grassroots community support raised visibility of potential 3,000 jobs, $1 billion in economic activity

Sturges Word Communications Featured in The Kansas City Star KANSAS CITY, Mo. (January 12, 2010) – Sturges Word Communications, a Kansas City, Mo.-based integrated communications firm that builds brands, moves product and manages reputations, had a “Best Practice” feature recently in The Kansas City Star about creative and meaningful ways to leverage even the mundane to generate visibility and, serve your clients.