Meet Your 2015 New Pros Executive Committee

March 12, 2015March 17, 2015Ashleigh Mavros Leave a comment

It’s hard to believe we’re already a couple months into the year, but the Executive Committee has already been brainstorming and implementing ways to serve PRSA New Pros members throughout the year.

With a mix of returning and new chairs, we’re excited for what 2015 has in store. Read on to learn more about each person on the committee and feel free to get in touch. While you’re at it, don’t forget to join in our monthly Twitter chats and register for PRSA ICON in November. Click here to contact the New Pros Executive Committee members directly.

Nick Lucido – Section Chair
Location: São Paulo, Brazil
Work: Account Supervisor, Edelman Digital
Education: Michigan State University: B.A. in Advertising with specialization in Public Relations, B.A. in Public Administration
How PRSA benefits me: Now in my 5th year of membership, PRSA has helped me expand my network and meet incredible professionals from across the country and world. Working with my fellow New Professions Section committee members has been a really rewarding experience and helped me make the transition from student to professional.
Fun fact: I moved to Brazil 10 months ago and since I have arrived, I’ve experienced the World Cup hosted in this country, protests against the Cup, a water crisis, a presidential election and a scandal affecting Brazil’s largest company and political party. It’s been an interesting year!

Jessica Noonan – Section Liaison and 2016 Chair-elect
Location: New York, NY
Work: Associate, Burson-Marsteller
Education: American University: B.S. in Business Administration and B.A. in Public Communication
How PRSA benefits me: Since I was a student PRSA has been a go-to resource for the standards of the PR industry. By being an active member of the society I’ve had numerous opportunities to network with some of the stars of our industry.
Fun fact: PR runs in my family – my parents met working in PR nearly 30 years ago!

Amy Bishop – Programming Co-chair
Location: Indianapolis, Indiana
Work: Senior Digital PR Strategist, DigitalRelevance
Education: Indiana University: B.A. in Journalism
How PRSA benefits me: PRSA helps me take an active role in national industry discussions and also allows me to connect with my local PR community.
Fun fact: I love dubstep music, naps and strategy board games.

Brian Price – Programing Co-chair
Location: Chicago, Illinois
Work: Assistant Account Executive, Edelman
Education: Northern Michigan University: B.S. in Communication Studies, Graduate Certificate in Public Management
How PRSA benefits me: PRSA benefits me through providing a network of peers and seasoned professionals to work with and guide me as I begin my career. It’s also given me opportunities to grow through leadership opportunities at my Chapter and insight into the profession.
Fun fact: I’ve never been one for caffeinated drinks in the morning or for energy.

Stephanie Vermillion – Blog Co-chair
Location: Cincinnati, Ohio
Work: Senior Account Executive, Wordsworth Communications
Education: Boston University: M.S. in Public Relations; University of Dayton: B.A. in Journalism
How PRSA benefits me: I love having the chance to meet so many like-minded people both locally and nationally. I’m also a big fan of the ongoing education resources, because that’s critical to ensure we’re all staying at the top of our game.
Fun fact: Outside of work, running is one of my favorite hobbies. I just completed my fifth marathon, the Disney World Marathon, in January 2015.

Ashleigh Mavros – Blog co-chair
Location: Columbus, Ohio
Work: Account Associate, Fahlgren Mortine
Education: Ohio University: B.S. in Journalism
How PRSA benefits me: I couldn’t imagine making the transition from student to professional without PRSA. The organization creates a web of guidance, support and continuous learning to help you discover your aspirations and abilities.
Fun fact: I grew up in a small farm town where I was fair queen and showed heifers for 4H; I definitely enjoy the change to the city life in Columbus!

Erica Brown – Social Media Co-chair
Location: Sacramento, California
Work: Account Associate, AugustineIdeas
Education: Sacramento State: B.A. in Communications/Public Relations
How PRSA benefits me: PRSA benefits me by continuing to learn more about the field of communications as well as networking with professionals not only in Sacramento but across the nation and the world.
Fun fact: I don’t drink coffee, my favorite drink to get is an iced soy chai tea latte!

Lauren Loxterman – Social Media Co-chair
Location: Houston, Texas
Work: Founder, Soversity
Education: University of Houston: B.A. in Communications, Public Relations
How PRSA benefits me: PRSA has given me a place to grow. I can learn from industry vets and not be afraid to fail because of the support I receive from the society.
Fun fact: I’ve recently been getting back into film acting.

Simon Oh – Newsletter Co-chair
Location: Campbell, California (San Francisco Bay Area)
Education: San Jose State University: M.S. in Transportation Management (in progress); Cal State Fullerton: B.A. in Communications, Public Relations
How PRSA benefits me: Connecting with and learning from fellow PR professionals about how I can succeed as an emerging professional myself.
Fun fact: Fan of tacos, light rail and Simpsons references (“I was saying Boo-urns”)

Hanna Porterfield – Newsletter Co-chair
Location: New York, New York
Work: Assistant Account Executive, Development Counsellors International (DCI)
Education: Michigan State University: B.A. Advertising, Specialization in Public Relations
How PRSA benefits me: PRSA has allowed me to connect and relate with public relations professionals working in a variety of industries. Not only that, but I continually gain leadership experience, stay up on industry news and am making friends around the country.
Fun fact: I ran my first sprint-distance triathlon in 2014 and am obsessed with spin class.

JR Rochester – Membership Co-chair
Location: Charlotte, North Carolina
Work: Digital Media Strategist, AAA Carolinas
Education: East Carolina University: B.S. in Public Relations & Interpersonal/Organizational Communications
PRSA Benefits: PRSA has been instrumental in my success as a new professional in and out of the office. It has given me leadership development, professional development and personal life long friends.
Interesting Fact: I was in the United States Army for 11 years and I attended Saddam Hussein’s trial.

Hilary Jurinak – Membership Co-chair
Location: Arlington Heights, Illinois
Work: Communications Coordinator, Binny’s Beverage Depot
Education: Columbia College Chicago: B.A. in Marketing Communications
How PRSA benefits me: PRSA provides countless education and networking opportunities.
Fun fact: Midwestern girl addicted to exploring Chicago, networking and enjoying craft beer.

Mike DeFilippis – Mentorship Chair
Location: Washington, D.C.
Work: Assistant Project Manager, Direct Impact (subsidiary of Burson-Marsteller)
Education: Boston University: B.S. in Mass Communication with a concentration in Public Relations
How PRSA benefits me: PRSA is a group where I can learn more about the profession from seasoned executives, as well as develop my career alongside like-minded new professionals;
Fun fact: I’m an Eagle Scout.

Lauren Gray – PRSSA Liaison
Location: Stamford, Connecticut
Company: Project Manager,The Visual Brand
Education: Western Carolina University: B.A. in Communications with a concentration in Public Relations
How PRSA benefits me: PRSA benefits me with networking opportunities that have brought me great friends and connections and by allowing me to continue to learn and grow in various leadership opportunities and from various conferences.
Fun fact: I’ve been to 29 states and 8 countries and plan to add more this year!

Henry Cervera – PRSSA Liaison
Location: Salt Lake City, Utah
Work: Independent Practitioner for small business owners
Education: Utah Valley University: Communication with an emphasis in Public Relations, currently finishing a degree in Business Management
How PRSA benefits me: PRSA has given me access to an abundant amount of learning channels (on-demand webinars, case studies, the Edge and the PRSay blogs, that help me stay up to date with the latest trends and news of our industry. As a PRSSA member, I started building my professional network. Now as part of PRSA, I can continue to connect with more professionals nationwide through the New Professionals Section.
Fun fact: Committed to run a race each month of the year and is currently training to run his first marathon in April, the Salt Lake City marathon.

Show Your Worth: 4 Ways to Prove Value with Social Analytics

February 10, 2015Ashleigh Mavros Leave a comment

So there you are, a PR pro updating executives on the progress of their company’s latest social media campaign. You describe the strategic messaging and execution, which has increased engagement and strengthened their web presence, but there’s only one problem…

These executives aren’t communications professionals and they don’t understand why any of this matters.

Measuring success and proving value is an age-old challenge for PR pros. Today, we’re fortunate to have many programs available that provide detailed analytics, which makes it easier for non-communications executives to understand the value and impact of our work. To help them understand the value PR pros create, keep these four tips in mind:

Validate Your Target Audience. Regardless of whether the executives understand the importance of public relations, they most likely do understand the importance of reaching the right customers. With many social media channels and analytics platforms today, we can be certain that we’re targeting the correct markets. For example, social ads with Facebook are highly-targeted and can focus upon people with very specific interests, jobs and education levels.

Similarly, social media analytics platforms can often tell you the gender, location and ideal engagement times of your followers. Making sure that your message gets across at times of peak engagement can increase the odds that the message will stick.

Use Charts and Graphs to Visualize Your Data. When discussing the progress of your campaign, you’d be wise to use visual tools because they’re easier to understand.

For example, a line graph that has been fairly constant and then sharply increases is far more impactful that simply saying, “Our engagement is up significantly this month.” The visualization makes it easier for the executives to see the difference between where they started and where they currently stand, which brings us to our next point…

Draw Comparisons. To show that you’ve made a meaningful contribution, stack your statistics up against those of when you started. One way to do this is to maintain a year-over-year chart. Where was the number of followers in February 2014 versus February 2015? If there has been a significant increase, take a look at things like website traffic and online sales. While it’s safe to say that a social media campaign is not the only factor influencing these metrics, it’s also safe to say that it has had at least some impact, which can be supported by your comparison.

Translate the Language from PR-speak to English. I can hear the executives now:

“Okay, so you’re saying we’ve increased in, uhhh… organic… impressions. And our number of unique visitors is up too? That’s great, I guess.”

The bottom line is that your analytics will have no impact if the executives don’t understand what you’re saying (click to tweet this!). Take the time to explain what these results truly mean. Remember, people won’t always speak up when they’re confused. The burden lies upon you to be clear and thorough in your explanation. You have the data at your fingertips – make the most of it by explaining what it means.

Remember these four tips when the time comes to provide a progress update of your social media initiatives. Aside from these, how else have you used social media analytics to prove value?

Jeff Adkins is a communications associate with MCCI (Mort Crim Communications, Inc.), a Detroit-based integrated marketing agency. An active member of the Detroit chapter of PRSA, Jeff enjoys connecting with fellow PR pros and seeking out new professional experiences. He’s an alumnus of Wayne State University, where he graduated with a Bachelor’s in Public Relations and was a member of the university’s PRSSA chapter. In his free time, Jeff enjoys being active outdoors and volunteers as a public relations officer with Portal Paranormal Society. Feel free to connect with him on Twitter at @jeffadkins14 and LinkedIn.

Five PR Tips From Taylor Swift

January 26, 2015January 26, 2015Stephanie Vermillion 2 Comments

Image from Canva.com

A pop princess may be the last person you’d expect to look up to as a public relations professional, but Taylor Swift is definitely doing something right. Between buzzing up constant media attention, building a loyal fan base, and staying true to her strengths, there’s a lot we can learn from Taylor about being a successful communicator.

She knows her brand. Crossing over to full-fledged pop could have spelled career disaster, but Taylor stayed true to herself by making the switch.

Be like Taylor: Spend time learning the voice of each of your clients and you’ll be able to decide the best ways and places to tell their stories.

She’s a conversationalist. Taylor has crazy follower counts across the board, but she’s not just broadcasting on social. She’s truly interacting with her fans! With so many people talking, it’s hard to actually hear anything these days.

Be like Taylor: Running a brand’s social media? Pull a page from Taylor’s playbook and reply to fans posts, seek out conversations via hashtag searches, and be proactive in your interactions. Use your personal Twitter to build relationships with media. In other words, be social! (Click to Tweet)

She offers the exclusive. Before her latest album dropped last fall, Taylor held secret listening parties across the world with 89 of her biggest fans at each event. Fans were invited to get a first listen to 1989 in Taylor’s very own homes. Hearing the album ahead of time didn’t dull the excitement around the release: these select fans were even more thrilled to see her music finally debut weeks later.

Be like Taylor: Have a great story brewing? Reach out to one of those contacts you’ve built a relationship with and offer it as an exclusive. Between the 24-hour news cycle and a saturated media market, breaking a story has become just as rare as a Taylor Swift listening party. Working together on an exclusive can benefit both you and your contact. You’ll secure a great coverage hit while your contact gets to lead the media frenzy.

She knows what’s trending and how it aligns with her brand. She uses news angles to her advantage to ensure she’s being talked about. When Tumblr went crazy over the Becky meme, Taylor was spotted the very next week in a “no it’s becky” tee.

Be like Taylor: Consume a variety of media every day so you know what’s hot and how you can be a part of the story.

She shakes it off. At the end of the day, not every relationship, song lyric, or pitch is going to work. Taylor doesn’t stress about the things that don’t fit – she’s able to kick back and poke fun at herself for every faux pas.

Be like Taylor: Take what you learn from every experience and use it to be better the very next day.

We all know Taylor’s talents are countless! What other PR lessons have you learned from Taylor Swift? Share below!

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Christine Perez is an Account Executive at The S3 Agency, a boutique advertising, social media, and public relations agency in Northern New Jersey. She has a wide array of experience with CPG products on both the agency and client sides. In her free time, she volunteers with a local animal rescue as a communication strategist and pet foster. Tweet with her @ICtine or connect with her on LinkedIn.

New Year, New Degree: The Road to Grad School

January 15, 2015Lauren Gray 1 Comment

When I graduated with my bachelor’s degree in May 2012, I couldn’t wait to be done with college. Passionate about starting my career and impatient to begin my new agency job, I was ready to leave behind tests, lectures and projects for the real world.

Exactly three years later, in May 2015, I’ll be in class again – this time, as a graduate student pursuing my master’s degree in integrated marketing communications.

Why grad school?

My decision to pursue a graduate degree was the direct result of a shift in my career path. After two years of working agency jobs – and an unexpected layoff after the loss of a client – I was unfulfilled, frustrated and ready for a change.

After much thought, I accepted a marketing position with a small liberal arts college where I focus on telling the stories of students, faculty and alumni who are doing amazing things. I assist in developing communications plans for community relations, development and alumni relations efforts. And I’m in an environment where education and the pursuit of lifelong learning are valued and respected.

Unlike the agency world, where experience is indispensable and graduate study isn’t a necessity, nearly all management and executive-level jobs in higher ed administration require an advanced degree. And, with more of their top communications officers reporting directly to college and university presidents than ever before, I’ve got my eye on the top spot and a plan to get there.

In addition, I hope to teach at the college level in the future – another position that nearly always requires at least a master’s degree.

For both of these reasons, grad school became a logical next step for me. But how do you know it’s right for you?

Is grad school the right move for me?

It’s a difficult decision to go back to school – one with personal, professional and financial implications. Before you sign up for a GRE prep class, here are some questions to ask yourself:

Will earning a graduate degree further my career? Think about where you’d like to be in your career five, 10 or even 15 years down the road. Search job postings based on those goals and look at the qualifications. Is a master’s degree preferred or required? Talk to your professional mentors and explore LinkedIn profiles. Understanding exactly where you want to be in the future will help shape your plan for how to get there.

What program fits my objectives? Part-time and online programs are flexible options for working professionals. MBA programs focus on business, while M.S. and M.A. programs can have professional and academic tracks. Since my bachelor’s degree is in public relations, I was looking for a graduate program that would complement my skill set while allowing me to focus on taking classes in areas where I was less versed. After narrowing down the choices, I reached out to alumni via LinkedIn and learned firsthand their experiences and how they were using their degrees.

How much will it cost? Though grad school isn’t free, there are many ways to cover costs and make sure you’re not saddled with large debt in the process. Make sure to submit the FAFSA, which will help generate loan eligibility. Explore scholarships and fellowships. In addition, talk to your boss about going back to school. Many employers will look favorably upon an employee seeking education and may provide tuition assistance or reimbursement.

Does the timing make sense? It’ll take me a little more than two years to finish my degree taking classes part time while I continue to work full time. That’s quite a commitment. Will you be able to devote the time necessary to be successful? Each person’s situation is different; take a look at personal and professional obligations and be realistic about what you can take on.

With public relations and marketing professionals working in a variety of industries, each with their own set of requirements and qualifications, grad school may not be the right move for everyone. My best advice? Do your research. Ask the right questions. Create a plan. It will soon become clear if (and when) graduate school will fit. And, if you end up back in class in 2015, I’ll save you a seat!

Sarah Lack is an alumna of Kent State University’s School of Journalism and Mass Communication. She works in the communications department at Notre Dame College in South Euclid, Ohio, and is the communications coordinator for Girls on the Run of Greater Summit, a nonprofit organization serving Northeast Ohio. Connect with her on LinkedIn and Twitter (@sarah_lack).

A Look at The Edge in 2015 – And How You Can Be a Part of It!

January 7, 2015January 7, 2015Lauren Gray 2 Comments

Who’s ready to take 2015 by the horns?

I’m sure you’re all standing up on your chair, chanting “me, me!” at the office now, right?

Well, here at The Edge, we’re pretty close. Ashleigh Mavros and I, the new blog co-chairs, have a lot of exciting plans for the New Year, from a thematic strategy to member highlights, and we’re going to spend a few minutes getting you in the know.

Monthly themes will guide our content strategy.

To keep content cohesive every month, we’re going to introduce new monthly themes. Some coincide with PRSA initiatives, such as Ethics Month. Others delve into issues facing new professionals, including this month’s theme: “Kickstart to 2015”.

So how are we turning this idea into a theme? We’ll focus on a few things:

Helping you achieve your 2015 career resolutions,
Discovering new productivity tools to help you accomplish more,
How to de-busy yourself to save your sanity, and
Whether or not you should consider going back to school for a master’s degree in 2015.

Of course, we are always accepting guest posts from new professionals, so if you have an idea that in some way relates to this theme (we’re open to all types of ideas, so get creative!), please email me or Ashleigh Mavros.

If you’re interested in writing for us in the future months, here’s what we have slated for February – June 2015:

February: Social Media Strategy
March: Integrated Marketing Communications
April: Building Your Network
May: Graduation Tips and Next Steps
June: PR/Career Book Review Series

Highlighting members going above and beyond.

Do you know a PRSA new professional who had a major accomplishment or works hard consistently? We’d like to profile him/her on The Edge.

These nominations don’t have to coincide with the monthly themes; the only requirement is the individual is a member of the PRSA New Pros chapter. Please email Ashleigh or me with nominations!

Posting schedule set, so mark your calendars!

Similar to last year, we will be posting on Mondays and Thursdays, so make sure to set those reminders.

Additionally, the social team is working on the #NPPRSA Twitter chat lineup for 2015, so make sure to check The Edge regularly for the latest news. If you have any ideas for Twitter chats, please email Erica Brown or Lauren Rosenbaum.

As you can tell, the PRSA New Professionals team is excited for a stellar 2015, and we hope you are, too. If you’d like to learn more about joining the New Professionals section, please visit the PRSA website.

Questions about this year’s blog strategy? Thoughts for how to improve it? Please leave a comment below or email our team.

Stephanie Vermillion is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati. She is the PRSA National New Professionals blog co-chair, and is on the PRSA Cincinnati Leadership Team. Connect with Stephanie on LinkedIn and Twitter (@SMVermillion).