1. For Immediate Release
Contact:
Jim Bush
SKAR Advertising
jbush@skar.com
Office: 402.330.0110
Cell: 402.830.6427
Sue Bee Honey Wins BestTotalMarketing Campaign at 2015 AMA Pinnacles
SIOUX CITY, Iowa - (May 18, 2015) Sue Bee Honey won Best Total Marketing Campaign at
the 2015 Omaha American Marketing Association Pinnacle Awards, an annual competition
based on measurable results as well as creativity.
The Best Total Marketing Campaign award was presented to Sue Bee and SKAR Advertising
Inc. for the Support the U.S.A Honey Bee and the Henningsens campaign, which highlighted the
importance of the honey bee to agriculture and Sue Bee’s efforts to support a declining honey
bee population. Sue Bee partnered with the country music group the Henningsens to showcase a
deep pride in generations of family and honest, hardworking American-made values and
traditions.
Lisa Hansel, assistant vice president of sales and marketing at Sue Bee Honey, said, “It’s an
honor to be acknowledged with the Total Marketing Campaign Pinnacle Award by Omaha AMA
for the Sue Bee Honey ‘Support The USA Honey Bee’ Promotion. Sue Bee Honey and SKAR
Advertising Agency have been making great strides in educating consumers about the important
roles that honey bees play in agriculture and pollination through social media, flyers, website
updates and digital media. We look forward to continuing the education of supporting the USA
honey bee next year and beyond.”
About Sue Bee Honey
Sue Bee Honey is the branded product name for the Sioux Honey Association, headquartered in
Sioux City, Iowa, with production facilities in Sioux City, Iowa; Elizabethtown, North Carolina;
and Anaheim, California. Sioux Honey Association has become the world’s largest honey
marketing organization and Sue Bee Honey is the most recognized honey brand in the USA. Its
global presence extends to the Middle East, Far East, and South and Central America, and it
continues to be a leader in the honey industry with state-of-the-art facilities, which include
research and development. The Sioux Honey Association also is a green company, which means
Sue Bee products and containers are safe for the environment. The Association strives to protect
the ecosystem through recycling, innovative engineering, and cutting back on over-packaging.
To learn more about Sue Bee Honey and the Sioux Honey Association, log on to
www.suebee.com.
###

2. Sue Bee Honey®, America’s Honey™,
Launches National Summer Sanders
Sweepstakes Promotion
SIOUX CITY, Iowa--(BUSINESS WIRE)--Sue Bee Honey®, America’s Honey™, has officially
announced the launch of its National "Sue Bee Summer Sanders Sweepstakes" Instant Win
promotion with two-time USA Swimming Gold Medalist Summer Sanders.
“We are pleased to have Summer Sanders represent Sue Bee Honey again this year. She
symbolizes the pure, wholesome, American-made honey that we produce, and the Summer
Sanders Sweepstakes is a great way to build our American-made image and identify Sue Bee
Honey as AMERICA’S HONEY.”
Tweet this
Beginning this month through May 15, 2012, contestants simply enter an instant win code on
suebee.com from specially marked Sue Bee Honey on-pack, peel-off products. Winners could
instantly win a trip for two to London, including airfare and hotel accommodations. Additional
prizes include valuable gift cards and Sue Bee Honey products.
As the official spokesperson for the new promotion, Sanders commented, “I’m proud to be
representing a company that produces a 100% American-made product that is used by
households around the U.S. The purity and goodness of Sue Bee Honey speaks for itself.”
Ron Junck, Sioux Honey Association vice president of sales and marketing, added, “We are
pleased to have Summer Sanders represent Sue Bee Honey again this year. She symbolizes the
pure, wholesome, American-made honey that we produce, and the Summer Sanders Sweepstakes
is a great way to build our American-made image and identify Sue Bee Honey as AMERICA’S
HONEY.”
As a bonus during this campaign, retailers are able to obtain a Special Summer Sanders
Sweepstakes in-store shipper display, which will include a $1 instant redeemable coupon on
selected products with a QR code sweepstakes entry option.
About Sue Bee Honey
Sue Bee Honey is the Branded product name for Sioux Honey Association, corporate offices
located in Sioux City, Iowa, with production facilities in Sioux City, Iowa, Elizabethtown, North
Carolina and Anaheim, California.

3. Sioux Honey Association has become the world’s largest honey marketing organization and Sue
Bee Honey is the most recognized honey brand in the USA. Its global presence extends to the
Middle East, Far East, and South and Central America, and it continues to be a leader in the
honey industry with state-of-the-art facilities, which include research and development.
Sioux Honey Association also is a green company, which means Sue Bee products and
containers are safe for the environment. The Association strives to protect the ecosystem through
recycling, innovative engineering, and cutting back on over-packaging. To learn more about Sue
Bee Honey and Sioux Honey Association, log on to www.suebee.com. For details surrounding
“Sue Bee Honey Summer Sanders Sweepstakes” promotion, visit www.suebee.com/sweepstakes.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-
bin/mmg.cgi?eid=50005605&lang=en
Contacts
SKAR Inc. for Sue Bee Honey
Jim Bush, 402-330-0110
Cell: 402-830-6427
jbush@skar.com
Sue Bee Honey Featured on Sixth Season of
NBC’s “The Apprentice: Los Angeles”
January 10, 2007 02:32 PM Eastern Standard Time
SIOUX CITY, Iowa--(BUSINESS WIRE)--Sue Bee Honey joins other nationally known brands
featured on the sixth season of NBC’s “The Apprentice,” which launched on NBC on Sunday,
January 7 (9:30-11:00 p.m. ET).
Sue Bee Honey will be the featured product on the fifth episode of “The Apprentice: Los
Angeles,” which airs February 11, 2007 at 8:00 p.m. C.S.T. Watch as a team of motivated
candidates is challenged with developing a successful marketing and promotional
campaign for the Sue Bee product line.
“Sue Bee Honey and the Sioux Honey Association recognize this as an opportunity for the public
to learn more about honey, its many uses, and what an important natural food source it is. We’re
looking forward to seeing what the candidates come up with for their promotional campaign on
February 11,” said Jim Powell, Vice President of Sales and Marketing at Sue Bee Honey.
About Sue Bee Honey
Sue Bee Honey is the branded product name for the Sioux Honey Association, and is
headquartered in Sioux City, Iowa. Sue Bee Honey has production facilities in Sioux City, Iowa,

4. Waycross, Georgia and Anaheim, California. Sioux Honey Association has become the world’s
largest honey marketing organization. Its global presence extends to the Middle East, Far East,
Europe, and South and Central America, and it continues to be a leader in the honey industry
with state-of-the-art facilities, which include research and development.
Sioux Honey Association also is a green company, which means Sue Bee products and
containers are safe for the environment. The Association strives to protect the ecosystem through
recycling, innovative engineering, and cutting back on over-packaging. To learn more about Sue
Bee Honey and the Sioux Honey Association, log on to www.suebee.com, where you will find
company history, a Q&A section and Honey Fact Sheet.
About “The Apprentice”
“The Apprentice” is produced by Mark Burnett Productions in association with Trump
Productions LLC. Mark Burnett, Donald J. Trump and Jay Bienstock are executive producers.
Conrad Riggs, Page Feldman and James Canniffe are co-executive producers.
Contacts
SKAR Advertising
Jim Bush, 402-330-0110
jbush@skar.com
Jim BushBlog samples
Don’t just do. Do research!
All public relations practitioners have heard this from a client: “We need a release written” or “We’d like to
get some play in the media, here’s some information below.” I see it coming from a mile away and have
learned to deal with it by counting to 10 very slowly. […]All public relations practitioners have heard this
from a client: “We need a release written” or “We’d like to get some play in the media, here’s some
information below.” I see it coming from a mile away and have learned to deal with it by counting to 10 very
slowly. What I would like to hear more often is this: “We’d like to meet with you to discuss a plan for
announcing our new product” or “We have a possible media situation that we need your help on.”
I’m not going ballistic on anyone but would like to point out what a bad idea it is to simply request only a
release, without doing research, on a product launch or a major announcement that may affect consumer
attitudes and ultimately a company’s bottom line. Sure, some instances warrant just an announcement, such as
new hire releases. But for those scenarios that involve potential consumer perception change, crisis
management or bottom-line ramifications, more research and strategic planning need to take place before
launching your messages. Here are some elements of research to consider before submitting your next public
relations plan:
Listening

5. Good listening skills are hard to come by, and sometimes take years to develop. Most skilled public relations
practitioners spend at least 40 percent of their time listening. President Abraham Lincoln understood the value
of listening and set aside time twice a week to simply listen to ordinary people. From this, he gained an
understanding of who his audiences were: farmers, businessmen, housewives – all facets of society, what
problems they faced, how they felt, what their concerns were. He researched what messages he should convey
and to whom those messages should be targeted, by simply listening. Before communicating anything for your
business or for a client, it is wise to understand the whole situation, to whom you will be communicating, and
how your messages will affect them.
Perform Primary and Secondary Research
It always is a good idea to perform both primary and secondary research. Primary research involves direct
contact with a sampling of your target audience and usually can be measured in a qualitative manner, and
ultimately a quantitative manner, after being thoroughly analyzed. Perform focus groups, pollindividuals
directly, send surveys via direct mail — any method used to obtain direct feedback on consumer perception
can be considered primary research. Secondary research may involve Internet searches for studies done by
others on similar topics. It also may involve the use of white papers, university studies or statistical data
obtained by individual parties or research firms. Both primary and secondary research serve their own niches
and I would recommend doing both. Primary and secondary research can be categorized as informal or formal.
Informal Methods of Research
I’ve often communicated on topics I admittedly didn’t have much firsthand knowledge about, and I wouldn’t
recommend taking this approach. Instead try experiencing the product or service for yourself. For instance, if I
were promoting a tanning business, I would want to go and see for myself what tanning was all about, do a 10-
minute session at a tanning salon, and ask the front desk person some general questions about tanning. Another
element to consider, which also could be categorized as informal research, would be to perform an informal
survey on Facebook, or via email to your friends, or by simply talking to people on the street (field analysis)
about their attitudes, perceptions or beliefs regarding a particular brand.
Formal Methods of Research
Secondary research in general falls under the category of formalresearch. With secondary research, you are
relying on the findings of others. There is nothing wrong with performing secondary research alone, but if you
do, you may be cheating yourself out of gaining a full understanding of a situation. Surveys are a formal
method of obtaining information, where a set of questions is devised in a way to gain an objective view from a
general public. When using surveys, it is more effective to survey over a period of time, enabling you to
analyze trends over time.
Whatever research method you use, keep in mind how your results will be used, what population is being
tested, what type of research best fits your scenario, what firm, if any, you will use, how will you analyze the
data you receive, how soon will you see your data, and what you can afford to stay within your budget. Do

6. your research before planning your next public relations campaign, and you’ll find that you’ll meet your goals
more often.
Don’t just do. Do research! By Jim Bush|March 2nd, 2012|SKAR Insights|
Get your press release noticed!
We all have good intentions for maximum publicity when it comes to crafting a release and pitching a story to
a reporter. The problem is, what may seem important to you or your clients may not catch the eye of a
reporter, or even be considered newsworthy by a reporter. […]We all have good intentions for maximum
publicity when it comes to crafting a release and pitching a story to a reporter. The problem is, what may seem
important to you or your clients may not catch the eye of a reporter, or even be considered newsworthy by a
reporter. Here are some tips to make sure your press releases have the best chance of getting noticed:
Create an attention-getting headline
Your headline should be short and concise, and should maintain a strong tie-in to the main content of your
release. The headline is meant to capture the attention and should be relevant to a reporter’s audience. The
headline should create excitement and lay the groundwork for what is to come next. I believe the headline is
the most important aspect of press release content because it is the portal to the rest of your release.
Tell your story up front
Since you don’t want to waste a reporter’s time and you want to communicate the gist of what your story is
about, make sure to cover, within the first two sentences, the who, what, where, when, why and how of your
story. Your headline may take care of some of the five W’s, but you really need to make sure your first
sentences do it all up front. Many reporters just read the headline and the first sentence to determine whether or
not they want to pursue your topic with a mention or story.
Make your story relevant
Don’t stop short by simply promoting a product or service. Go the extra mile to point out how the product or
service benefits your local audience. Try to wear the hat of your audience, and make it relevant to their world
in detail. Spell out for a reporter how a product provides a solution, makes lives easier, or simply why the news
you have is important to their audience.
Create immediacy to your story
The main purpose for writing a press release is to share news or a story in breaking fashion. I once had a co-
worker tell me that there was no urgency to the news and information I was sharing with clients. I took that
advice to heart and started creating stories that were news-flash style for all types of news, not just breaking

7. news. If I was communicating a new industry guideline or rate change, I would do a client – targeted release
that made them think it was the most important thing they’d heard all week long, and would relate the news
back to how it affected their business. It helps to place the words For Immediate Release on any press release,
and create verbiage that speaks to that, such as, “Company x has just announced…” Doing this will make your
news seem immediate and fresh.
Include quotes from experts
A majority of the press releases you write will contain content that you received from research, or from a
source other than yourself. Likewise, almost always there is someone who has more expertise on the topic.
Your release will have more credibility if you quote an expert from your organization or your client’s
organization. That person also can serve as an optimal interview candidate for reporters when they want more
information included in their story.
Let readers knowthey have come to the end of your release
It is important to signal to readers that there is no more content to see by placing an -end- or ### at the end of
your release. That way, the audience isn’t left wondering if there is more to come. Just as it is important to
signal the beginning of your release with a headline, the end also needs to be identified.
By Jim Bush|January 13th, 2012|SKAR Insights|
PR measurement – more media, more opportunity
In the not so distant past, traditional public relations efforts were hard to measure. A release was sent, a pitch
was made to a reporter you had built a relationship with, resulting in a nice article placement or a mention on
the local newscast. How many people do you think […]In the not so distant past, traditional public relations
efforts were hard to measure. A release was sent, a pitch was made to a reporter you had built a relationship
with, resulting in a nice article placement or a mention on the local newscast. How many people do you think
saw the article or heard the mention? Probably quite a few, but did it move the needle on sales, profits or
awareness for the business or organization involved?
Today, we see different types of media: earned media, known commonly as the traditional efforts mentioned
above; owned media, seen in the form of a website or Facebook or Twitter accounts; and paid media, an
advertisement, display message or a sponsorship placed on a website, television or a social media channel.
Measuring results is not easy, but with more media channels available to us, we now have more opportunity to
do so.
Here are some uses and suggested measurement tools for each:
Earned media

8. Use earned media to serve as the introduction to your story. If your story is interesting enough, or impacts a
significant amount of readers or viewers, it will be shared. Traditionally, viewer impression rates and
advertising equivalency have been used to measure earned media efforts. To measure with more reliability,
however, get your story shared on social channels and commented on by bloggers and other online writers.
This creates longevity and increases awareness surrounding your original story. Earned media can then be
measured more effectively by viewing comments, counting website views and stay rates, downloads and
blogger posts.
Owned media
Use owned media to create compelling content that visitors will want to come back time and again to view and
share. Owned media can be measured in terms of click rates, online website sales via promotion codes,
comments made on your website, blogs written, and social media shares referencing your story or promotional
message. It is important to create a call to action when posting content on owned media sites. Pose a question
on your website or Facebook page and invite visitors to respond, post videos and share them on YouTube –
then track responses, views and comments on the videos. Use URLs when sharing content with bloggers and
other social media channels to refer them back to your owned media. Owned media has wonderfullongevity
and is easily controlled, as the content posted on owned media can be quickly enhanced, revised and posted.
Use owned media content to create measurement opportunities.
Paid media
Use paid media to place your message on high-traffic sites or web channels. Measurement for paid media can
be accomplished by providing a direct response, taking the interested visitor immediately to your owned media
site, ultimately creating an earned media opportunity. Paid media is very controlled and offers opportunities to
measure via click rates, comments, offer codes and direct online transactions. Paid media is another portal to
send interested visitors where you need them to be for measurement.
All forms of media have their own benefits and challenges, but all should be integrated in order to strengthen
and close the circle of sharing, posting and promotion of a story, message or a product. You’ll find each can be
integrated to create more measurement opportunities and increase brand awareness, loyalty and bottom-line
profits.
By Jim Bush|December 23rd, 2011|SKAR Insights|
Reporters could be doing more fact checking
Stop and think about it — is everything you read in the mainstream media true? As a public relations
professional, I’ve seen many instances where it’s not. A good example of this recently took place when an
article published online by Food Safety News contained many “assumed” facts regarding honey […]Stop and
think about it — is everything you read in the mainstream media true? As a public relations professional, I’ve
seen many instances where it’s not. A good example of this recently took place when an article published
online by Food Safety News contained many “assumed” facts regarding honey filtration and a food safety term,

9. “ultra-filtration”. One of the world’s largest honey associations, the Sioux Honey Association, based in Sioux
City, Iowa, and producer of Sue Bee Honey, was falsely accused of using the “ultra-filtration” process when
processing its association member-received honey. The article states that since there is no evidence of pollen in
Sue Bee Honey, its origins couldn’t be determined, and therefore, it must be imported honey from countries
such as China or India — two countries that have often been accused of exporting honey containing heavy
metals, traces of antibiotics and other undesirable components. This is an assumption made by the reporter
without verification by Sue Bee Honey. The reporter claimed that he had made attempts to contact the Sioux
Honey Association and it had declined to comment on the situation. Declining comment on a situation doesn’t
mean that your business should have assumptions made on its behalf.
After doing some fact finding of my own, I found that Sue Bee Honey doesn’t “ultra-filter” its honey at
all. Sue Bee Honey uses standard micron filters to filter out some, if not all, pollen present in the raw honey
received from its association members throughout the United States. All raw honey received by Sue Bee
Honey also is tested for any harmful or unnatural contents. The USDA recommends standard filtration and
quality measures be taken, and clearly Sue Bee Honey goes above and beyond those to ensure that the
consumer is buying the highest quality, best-tasting honey in the world. The reporter clearly wouldn’t have a
story if such fabrications regarding honey processing and honey importation weren’t stated as facts in the
article. I was glad to see that Sue Bee Honey didn’t just sit idly by, but instead took the initiative to set the
record straight in a recent interview with Bill Huser, vice president of research and development for Sue Bee
Honey. I failed to mention that the Food Safety News is an online publication funded by lawyers representing
victims of foodborne illnesses. Does that tell you anything? Let’s all be vigilant in making sure reporters check
the facts before generating negative nationwide press for companies who sell quality products in the U.S. with
high ethical standards.
By Jim Bush|November 18th, 2011|SKAR Insights|0 Comments
Jim Bush BrochureCopy Sample
Is Your AED Ready for an Emergency?
Trust in a ZEE Medical scheduled maintenance plan to protect your
organization’s most valuable asset-its people
You’ve made the right decision to protect your employees by installing an AED onsite, now it’s
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(graphic of confidence inspiring/competent male or female service person
showing up at business or inspecting an AED)

10. Three plans to guarantee your ZEE Medical AED will work when you
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Choose a low-cost, life-saving option that fits your budget
Plan 1 (represent graphically sothey standout individually)
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Act Now!
Contact ZEE Medical today at 800-888-5060 toinitiate life-saving scheduled
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pleasant personon phone or on computer?)

11. ZEE Medical
3738 South 132nd St.
Omaha, NE 68144
--------------------------------------------------------------------------------------------------------------------
(Place on back panel)
Did You Know?
 There are approximately 295,000 emergency medical services treated out-of- hospital
cardiac arrests annually in the United States. This amounts to more than 800
instances each day, most involving an AED device.
 Cardiac arrest is reversible! Having an AED device readily available at your
organization increases the chances of saving a victim experiencing cardiacarrest, if
action is taken within a few minutes with CPR and an electric shock to the heart
(known as defibrillation), which may restore normal heartbeat - giving rescuers
precious time to transport a victim toa hospital for further treatment.
 A victim’s chances of survival are reduced by 7 to 10 percent with every minute that
passes without CPR and defibrillation, doubling or even tripling a cardiacarrest
victim’s chances of survival. After 10 minutes, few resuscitation attempts succeed.
According to the American Heart Association®, brain death and permanent death start
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 Being prepared and well trained can make all the difference between saving a life and
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 ZEE Medical has been working with employers for more than 50 years to help make
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