2021: Media Minefield’s Record Year in Review

From a grandparent reading “Twas The Night Before Christmas” to Buddy the Elf reading his own book, ‘tis the season of storytelling. It’s the time of year when we reflect and share stories. 

While I have two sons, I’ve often referred to Media Minefield as my third child. And like my boys, she’s growing, changing, meeting new people and learning new things. In the spirit of holiday letters, here’s the latest on 11-year-old Media Minefield:

A year of tremendous change required Media Minefield to focus on our Core Values, especially the ability to be “nimble” and to achieve new levels of excellence in our trademarked processes for earned, social and paid media. 

Earned Media

The ability to secure news interviews with a 100% success rate (meaning every earned media client receives press) is the foundation and beginning of Media Minefield. I created our Newsability® process in 2010, and every former journalist who has joined the company since has made it even better. Through all the unique twists and turns of 2021, we secured more than 100 interviews each week for clients across North America. When Media Minefield was born, I could’ve never dreamed of that being possible! While Media Minefield is better at securing news interviews than any other firm, yes - I’m biased, media without a social strategy isn’t as effective as it was in 2010.  

Social Media/Positive Online Presence℠

Unlike my human children, Media Minefield was allowed to become a social media expert at a very young age. From LinkedIn to Facebook and Instagram, she’s now a pro and it’s a good thing because social media is influencing consumer behavior at increasing levels every single day. While she doesn’t produce Snapchats at the rate my boys do, she’s much more strategic on social media!

It isn’t just about being active on social media, it’s about being intentional. Each post has a purpose. In 2021, we watched our Positive Online Presence℠ (or POP®) clients with robust social strategies attract and retain quality customers and employees, adding considerable value to their businesses. In the last year, Media Minefield became so skilled at social media, we are beating industry norms and giving our clients engagement rates that are double and triple where they were before they started working with us! 

Paid Media

Being nimble sure helped Media Minefield take advantage of the ever-changing algorithms and power of paid media. Our newest service line, paid media, is helping us do even more for our clients. Through targeted ads, sponsored content and in-depth analytics tracking, our paid media service allows Media Minefield to geo-target and strategically share client messages and stories with desired audiences. It’s the perfect complement to our earned media and Positive Online Presence℠ processes. 

Growth & Awards 

You can’t have a proper holiday letter without updates on growth, grades and awards, right? 

Media Minefield added 18 new employees in 2021. We now have more than 40 Miners working for our clients across North America. Apparently, Media Minefield thrives when you don’t keep her contained to one place or confine her to a 9-to-5 schedule. With the move to a full-time flexible hybrid work environment, it’s looking like Media Minefield will partially be living in my home long after my boys have moved out! 

The physical and mental health of our Miners was a top priority for 2021. To mitigate potential burnout and to ensure Media Minefield didn’t become the most difficult “child” in anyone’s life, we launched an innovative wellness program for our team members. Our newest initiative, MM Unplugged, was created to ensure every Miner takes at least one weekday off each month to help promote a healthy work-life balance as we all work to navigate this hybrid work model. As a result, Media Minefield also became Great Place to Work Certified™ in 2021! 

Media Minefield is very competitive and loves numbers, data and winning awards. (When it comes to a holiday letter, there is no such thing as a humble brag, right?) Here goes: 

• 80% growth (from January 2019-2021) 
• For the third time in four years, we made the Inc. 5000 list of America’s fastest-growing private companies. 
• Minneapolis/St. Paul Business Journal listed us on the Fast 50 list of fastest-growing private companies in the Twin Cities. 
• Along with being the only PR company named to the Fast 50, Media Minefield was recognized as one of the largest women-owned businesses in the Twin Cities. 
• 16,000+ downloads on our Flip Your Script podcast

From startups to billion-dollar brands, more than 150 clients across industries, including financial, healthcare, real estate, higher education, retail and technology, trusted Media Minefield with their stories. Thank you for letting us build your brands and set you apart from the competition this year. We have really exciting and innovative things in store to deliver even more value to you in 2022. 

It seems fitting to end this update with the words of my favorite Christmas storyteller, Charles Dickens.  

“The year end brings no greater pleasure then the opportunity to express to you season's greetings and good wishes. May your holidays and new year be filled with joy.”

- Kristi Piehl