The Finale Celebration and check presentation of the Kangaroo Express "Salute Our Troops" campaign was held last week at the Koka Booth Amphitheatre in Cary, N.C., It was a memorable event, and the $2.5 million donation provided a vital measurement in analyzing the success the campaign. But to go beyond quantifiable analytics, to look past the numbers, is to paint a picture that tells a qualitative story - a story of corporate and community unity.

So, as I look back at the "Salute Our Troops" summer, and reflect on what made this campaign the most unique I've ever worked on, I hope you'll not only enjoy the photos from the check presentation, but also recognize an element of consumer engagement that went far beyond wallets and into the hearts and minds of communities around the nation.

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Having joined Largemouth Communications as their newest intern, I am beyond thrilled about the knowledge and experience this position will allow me to gain throughout the fall semester. With one successful week under my belt, Largemouth seems like a great fit for me. Provided that it is my dream to become a public relations professional at a high-energy PR agency, I am already confident Largemouth will help prepare me for my future.

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I wasn't around when public relations relied on compiling and mailing press kits, faxing releases or banking on relationships with one or two local newsroom buddies, and I'm glad.  Why? Because there has never been a better time to be in PR than right now.

The game has changed.  PR pros are currently in a transformative stage, evolving, but not just to survive as the fittest among communication experts, but also to rule the tangled infrastructure of emerging media channels and technological trends.  We are evolving to take full advantage of the resources that have been put in front of us, and as a result of society's changing needs, PR skill sets are growing into something a lot bigger than any press release or fact-sheet could ever describe. Yet, we will always remain behind the scenes, speaking through the talking heads and illuminated screens that you rely on.

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While following the debt ceiling debate via social media, I've not only been informed and entertained, but I have also developed an extreme case of curiosity.  Not in regard to any specific proposed figure, tax rate or legislative topic, but I began to wonder... how does the government's social media influence compare to that of other global brands?

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It is truly exciting to work on behalf of clients who lead the masses rather than follow the trends.

For instance, last week I bounced out of the office to meet a client, and on my way to lunch at a popular RTP restaurant, a flock of hungry, hurried businessmen and women were out in full force. In my quest for a prime parking spot, I was utterly surprised to see an entire row of spaces solely dedicated to hybrid automobiles - I was even more surprised to see that most of them were occupied.

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Conventional PR wisdom will tell you that you can’t force something to “go viral.” Sure, you can make every effort to produce content that is hilarious, meaningful, catchy, valuable, or just so very cool that people want to share it with their friends. But no matter how real it gets in the Whole Foods parking lot, or how many dance parties take place in Apple stores, you truly cannot control what catches on and what doesn’t.

But sometimes a client offers a deal so amazing it takes on a life of its own, as was the case with the deal Kangaroo Express offered its guests: Pay $6.99 for a reusable cup, refill it with fountain or frozen beverages as many times as you like at any of the 1,600+ locations throughout the Southeast – all summer long.

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Thanks to social media, new marketing technologies emerge as often as status updates.  But, as the boundaries between physical and technological communication blur, it is vital to monitor and predict trends, as well as recognize society's needs, when planning the next cutting-edge marketing campaign.

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Even the best of seasons have to end at some point - and with Gary Williams' unexpected retirement news I'm sure Maryland basketball fans will concur. The buzzer may have sounded for this year's Battle for Bean Street, but luckily we've got a highlight reel compiled by our friends at Skiver Advertising that will leave us basking in the glory of the battle until we're back in action next year.

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It was a rough year for ACC teams in the NCAA tournament, but we still had lots to cheer about thanks to The Battle for Bean Street, an off-court rivalry that rallied the exuberate fans of UNC, NC State and Duke in a coffee-swilling promotion that ultimately benefitted three local charities.

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It's that time of year...March Madness is here! But instead of drafting a blog entry that underscores my passion for college basketball or shares my bracket perspectives to help others claim victory in NCAA pools this year...I'll shift to a different discussion on March Madness - Charlie Sheen.

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