According to the Public Relations Society of America, "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." Many organizations, however, struggle with how to successfully integrate public relations into their marketing mix. In 19 Tips for Successful Public Relations, Brant Skogrand, APR, MBC, provides tips, insights and reflections to help business owners realize the positive impact that public relations can have on achieving their business objectives. He covers topics such as: preparing for a newspaper or magazine interview, public relations plan elements, optimizing your online pressroom and more. Skogrand answers, "What is a press release?" and even provides a press release example and a media advisory example. Skogrand is the chief communications officer of Skogrand PR Solutions, LLC (www.skograndpr.com), a public relations, social media and search engine optimization firm. He is Accredited in Public Relations, a Certified Master of Social Media and is certified in search engine marketing. He has a bachelor's degree in journalism from the University of Minnesota and a master's degree in business communication from the University of St. Thomas. Skogrand has served as the chair of the Midwest district and as president of the Minnesota chapter of the Public Relations Society of America. He also is the author of the book "From Fringe Party to Serious Contender" and posts regularly to the Skogrand PR Solutions Blog (www.skograndpr.blogspot.com). Skogrand resides in Apple Valley, Minn., with his wife, son and calico cat.