Russell Tuff – PRSA Board Member Profile – 2012

PRSA_GulfCoast_Board_Member Russell_Tuff
Russell Tuff - Social-Impact

Russell Tuff has been active in the communications/media business in SW Florida since 1988

He received a double Majored in Business Administration and History/Political Science and Minored in Religion from Jamestown College, Jamestown ND.

Tuff is currently the managing Partner in Social-Impact, a Public Relations/Marketing firm specializing in utilizing the Internet and the various media platforms to form the basis for all public relations and marketing efforts.

In addition, Tuff maintains a media consulting business called Tuff News.

Prior to starting his PR Firm, Tuff published newspapers in Minnesota, as well as in Florida, when he sold his publishing business in 2004. In 2005, he joined Scripps Media Group as a publisher and launched and ran several community publications. He was later promoted to Executive Editor of Community Publications and Niche Publications for the Scripps Media Group.

His personal website is, and his PR Firm website is

Tuff is actively involved in a number of local civic, charitable, government and political organizations,  a 1994 Graduate of Leadership Collier, and 2001 graduate of Leadership Institute.

Social Media Policy Luncheon a Success

Cassandra Engeldinger & Denyse Mesnik

This month’s Lunch ‘n Learn brought together various business owners and PR professionals within the community who were looking for some advice on how to get started on creating an effective social media policy for their business.

Cassandra Engeldinger, Social Media Chair for the Gulf Coast PRSA and Marketing Communications Specialist at Arthrex, outlined 10 things to keep in mind when you begin to create your policy. Cassandra told the attendees, “The first thing you’ll want to do is determine your culture. It’s imperative that you understand how social media will fit into the overall mission and culture of the business before you determine your policies on how employees should use it.”

Before you get started on creating your policy, some key points to keep in mind are:

  • Foster openness and encourage growth while still establishing what is appropriate for the company
  • Social media policy supports existing company policies and is not intended to super cede them.
  • Policy cannot cover EVERY single extraordinary circumstance. Continue to be prepared to address specific circumstances individually and as part of your normal disciplinary procedures.
  • Write with a casual tone. Too much legal “mumbo jumbo” can cloud the reader’s mind and communicate your message in a confusing manner.
  • Involve a variety of departments. Don’t let just your legal team or HR Director be in charge of creating the policy.  Guidelines with respect to social media should be all encompassing for the business and therefore involve every aspect of your business from customer service to marketing.
Kathy Saenz, President & Guest

For the complete document outlining tips and tricks on how to create your social media policy, please contact Cassandra Engeldinger at

Photo credits –

PRSA to Host March Luncheon on How to Write an Effective Social Media Policy

It may be your worst nightmare: one of your employees posts something inappropriate to the company’s official Facebook or Twitter account. What do you do? How did this happen in the first place? Business owners, HR executives and PR professionals are beginning to think more about the role social media should play in corporate culture and its use amongst employees.

To get out ahead of these issues, the task of getting a policy started is often assigned to the PR manager or communications professional of the organization.  Join us next Tuesday, March 22 for our Lunch N’ Learn where we’ll cover:

  • How to get started
  • Best practices and standards
  • Who it should cover
  • Who you should involve in the process
  • How to avoid “land mines” that could cause trouble
  • Helpful resources and more!

Check out the event description here and click on the registration link to RSVP today. You won’t want to miss this one!

How to Write a Social Media Release

We have a group of 3-4 members who want to attend Ann Wylie’s PRSA Teleseminar on September 10th 3-4 PM.

Email Kathy Saenz,, if you are interested in splitting the cost and sharing the knowledge. The more the merrier, and the cheaper per person!

PRSA Teleseminar

Write Releases that Get Posted on Portals, Help Google Find Your Site, Reach Readers Online and More

How to Write a Social Media Release
Thursday, September 10
3–4 p.m. EDT

These days, releases can do more than just get your story reported in news outlets. Online releases can get posted on news portals and other Web sites; be seen directly by customers, clients and other stakeholders; and even boost your search engine rankings. Ann Wylie demonstrates how to write a release that takes advantage of online distribution to accomplish all of your public relations and communications goals. 

You’ll learn:

  • Why jargon, buzzwords and other “gobbledygook” hurts communication worse online than in print.
  • How to write better headlines, decks and leads for your online release.
  • How long your online release should be
  • How to craft links that help Google find your Web site and that work for most news portals.
  • Where to add links, and what to link to, to make the most of your SEO opportunities.
  • How to optimize your releases for search engines as well as for readers.

You will hear from:

Ann Wylie
, president, Wylie Communications, Inc., works with communicators who want to reach more readers and with organizations that want to get the word out. Ann travels from Hollywood to Helsinki, helping communicators at such organizations as NASA, AT&T and H&R Block reach more readers. In addition to writing and editing, Ann helps organizations launch or revitalize their Web sites and publications, and helps communicators polish their skills and find new inspiration for their work.

Does Traditional Media Still Matter?

Define the Role Traditional Media Plays in Your Communications Plan

Does Traditional Media Still Matter?
FREE Webinar, Thursday, August 13
3–4 p.m. EDT

With social media seemingly taking over the world, many public relations professionals are wondering if traditional media still matters to their PR strategy. Join the discussion to determine what role traditional media should play and whether it is still an effective way to build awareness and reach your target audience. Join Donald K. Wright, Ph.D., APR, Fellow PRSA, professor of public relations at Boston University, and Annie Jennings, CEO of Annie Jennings PR, as they discuss the value of traditional media.

  • Where traditional media fits in your overall strategy.
  • Techniques to maximize your campaign’s coverage using traditional media.
  • Tactics to build awareness using traditional media.


Donald Wright, Ph.D., APR, Fellow PRSA, is one of the world’s most published public relations scholars, with a solid footprint on the academic and practitioner sides of the public relations profession. Past recipient of the PRSA Outstanding Educator Award, Dr. Wright is a member of the board of trustees for the Arthur W. Page Society and the Institute for Public Relations.

Annie Jennings, CEO, Annie Jennings PR, is a national publicist specializing in promoting authors and experts to the media. She recently presented to The Harvard Club about top level strategies for communicating via the media, and was an invited guest lecturer for NYU’s Publishing Program and for the American Society Of Journalists & Authors. She has organized numerous radio campaigns for leading publishing houses nationwide, and has booked radio interviews in major markets.

FREE WEBINAR, Thursday, August 13, 3–4 p.m. EDT
PRSA Members FREE/Nonmembers FREE

Register for “Does Traditional Media Still Matter” today!