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	<title>Sheffield &#187; Media</title>
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	<itunes:author>Sheffield Sound Off</itunes:author>
	<itunes:explicit>clean</itunes:explicit>
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	<itunes:keywords>Business, Communications, Corporate Communications, Business Strategy, Storytelling, Sheffield Company, Sheffield Marketing Partners, Narrative Messaging, Content Marketing</itunes:keywords>
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		<title>Sheffield Institute trailer</title>
		<link>http://sheffieldcompany.com/2009/02/20/sheffield-institute-trailer/</link>
		<comments>http://sheffieldcompany.com/2009/02/20/sheffield-institute-trailer/#comments</comments>
		<pubDate>Fri, 20 Feb 2009 17:40:34 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Social Media & Public Relations]]></category>
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		<category><![CDATA[Charley Thornton]]></category>
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		<category><![CDATA[Joe Cleveland]]></category>
		<category><![CDATA[Joe McCormack]]></category>
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		<category><![CDATA[Sheffield Marketing Partners]]></category>
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		<description><![CDATA[The Sheffield Institute helps students and young professionals break into the media and marketing industries through capstone projects with non-profits and academic institutions.]]></description>
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		<title>Recommended reading list</title>
		<link>http://sheffieldcompany.com/2007/05/07/recommended-reading-list/</link>
		<comments>http://sheffieldcompany.com/2007/05/07/recommended-reading-list/#comments</comments>
		<pubDate>Tue, 08 May 2007 02:50:35 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[AlwaysOn]]></category>
		<category><![CDATA[BtoB]]></category>
		<category><![CDATA[BusinessWeek]]></category>
		<category><![CDATA[Crain’s]]></category>
		<category><![CDATA[Fast Company]]></category>
		<category><![CDATA[Fortune]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[MediaPost’s Media]]></category>
		<category><![CDATA[PRWeek]]></category>
		<category><![CDATA[Recommended reading]]></category>
		<category><![CDATA[Trade Publications]]></category>
		<category><![CDATA[Wall Street Journal]]></category>
		<category><![CDATA[Yahoo News]]></category>

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		<description><![CDATA[In an effort to stay informed, I think it&#8217;s critical to have a short list of regular reading. In order of importance, here are my favorites: Wall Street Journal BusinessWeek Yahoo News Fortune PRWeek MediaPost&#8217;s Media AlwaysOn Fast Company BtoB Crain&#8217;s]]></description>
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		<title>The Evolution of PR</title>
		<link>http://sheffieldcompany.com/2007/04/23/the-evolution-of-pr/</link>
		<comments>http://sheffieldcompany.com/2007/04/23/the-evolution-of-pr/#comments</comments>
		<pubDate>Mon, 23 Apr 2007 23:07:09 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Social Media & Public Relations]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[PR]]></category>

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		<description><![CDATA[With all the changes in the field of marketing, what will happen to PR? Considered by many to be a proven means to generate publicity in the media, how will this profession adapt when &#8220;getting your client in the paper&#8221; doesn&#8217;t matter as much. Industry insiders talk about new media, many with a hidden sense [...]]]></description>
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		<title>Can we ever afford to produce big ideas for small markets?</title>
		<link>http://sheffieldcompany.com/2007/02/14/can-we-ever-afford-to-produce-big-ideas-for-small-markets/</link>
		<comments>http://sheffieldcompany.com/2007/02/14/can-we-ever-afford-to-produce-big-ideas-for-small-markets/#comments</comments>
		<pubDate>Thu, 15 Feb 2007 01:48:00 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Visual Narratives]]></category>
		<category><![CDATA[Big Budget]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Small Markets]]></category>

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		<description><![CDATA[As the world of media continues to become even more fragmented, how will we ever be able to produce large-scale, high-quality content for niche markets? The existing model of multi-million dollar budgets funding such material does not translate well to a smaller world where we want to produce and distribute entertaining shows to a niche [...]]]></description>
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		<title>Big Media Companies See Shift</title>
		<link>http://sheffieldcompany.com/2005/04/27/big-media-companies-see-shift/</link>
		<comments>http://sheffieldcompany.com/2005/04/27/big-media-companies-see-shift/#comments</comments>
		<pubDate>Wed, 27 Apr 2005 19:42:35 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Brandon Burgess]]></category>
		<category><![CDATA[Deborah Reif]]></category>
		<category><![CDATA[GEM]]></category>
		<category><![CDATA[General Electric Media]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[NBC]]></category>
		<category><![CDATA[Universal]]></category>

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		<description><![CDATA[NBC Universal names digital chief. NEW YORK, April 27 (Reuters) &#8211; NBC Universal on Wednesday named a president of its digital media unit as it focuses on expansion in high speed Internet and wireless services. The company, controlled by General Electric (GE.N) named Deborah Reif, formerly NBC Universal&#8217;s executive vice president of financial structuring, as [...]]]></description>
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