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.

Five lessons from the NBA’s Instagram

February 27, 2015February 26, 2015Stephanie Vermillion Leave a comment

First and foremost, let me say that this blog post will not include recommendations on the number of hashtags to use when posting for a client or brand. We can all agree that’s common sense by now, right?

Consistently the NBA’s Instagram account ranks above its counterparts (NFL, MLB, etc.) using video as ranked by AdWeek’s weekly chart. As a result, I decided to investigate what lessons social media managers (especially new pros handling social accounts!) could learn from the NBA’s Instagram presence and implement into their own strategies for clients.

1. Embrace video: If you’re a social media manager, and have yet to embrace creative and novel ways to utilize the 13-second video clips on Instagram, shame on you!

No, but really. The NBA captures its audiences’ attention with the ever popular slam dunks, slow motion clips using #PhantomCam, and teasers of player profiles from NBA TV.

Takeaway: Use video on Instagram to its fullest extent. The platform recently rolled out the new update that puts videos on auto-loop (GLORIOUS news!), so use those 13 seconds wisely to tell your client’s story in a creative manner.

2. Play to your followers’ nostalgia: Ask any sports fan, and they could tell you that Michael Jordan is one of, if not THE greatest basketball player to ever step foot on the court.

That’s likely why a photo posted asking fans: “If MJ played today, _____ would be his rival” garnered more than 24,000 comments and 166,000 likes.

Takeaway: People by nature are drawn to feeling nostalgic. Understand what makes your audience tick, which in part alludes to the next point. If you’re a style brand, take the opportunity to reminisce with your Instagram followers about Audrey Hepburn donning the beautifully crafted Givenchy LBD for the first time on-screen. Manage a hotel’s social media channels? Take your followers down memory lane with a great moment in the property’s history.

3. Know your audience: The NBA knows that its followers aren’t just interested in seeing a ball put through a net. There’s a culture that comes along with it, which includes style.

Try to name the number of professional players that have their own shoe line. I’ll give you a hint: It’s a lot.

This goes to show that followers will be interested in the players’ footwear and apparel. Throughout this year’s All Star game, followers saw not only highlights from the game but a plethora of players’ shoes for the night, using #AllStarKicks.

Takeaway: This can come from a series of tests or by simply knowing the demographic of your audience, but recognize their likes and dislikes, and more importantly, their interests outside of your brand. Find what appeals to them without shoving your own product down their throats. A photo of a large plate of meat likely won’t resonate with a vegetarian restaurant chain’s followers. A photo with an inspirational quote about getting outside and stepping beyond your comfort zone would.

4. Consistency: Take a look at the NBA’s Instagram account. You’ll notice a cohesive theme throughout its images and videos.

Now, this isn’t typically how followers consume content on Instagram, but it allows them to easily distinguish a new post from the NBA in their feed.

Takeaway: Set yourself up for success by ensuring your followers instantly recognize your brand’s Instagram posts (Click to Tweet!). Apply consistency throughout, whether it be choosing certain filters, using the same color scheme, including your brand logo in the same location for every photo, etc.

5. Build anticipation: Perhaps Taylor Swift did it best and served us all a dose of her amazing-ness (and her PR savvy!) with the build-up to her new album, 1989. But the NBA sure knows how to do it and do it well, too.

Posting videos from previous Slam Dunk contests, including this one from Vince “Vinsanity” Carter, in addition to cryptic messages about a secret performer during halftime helped build buzz and attention for the annual event.

Takeaway: Catch the attention of your followers by giving them a sneak peek or preview of what’s to come, whether it’s a big event (like the All Star game) or a new product launch. Get them talking about you before the big day and you’ll have them waiting with bated breath.

To use Instagram well, you have to think outside the box. To use Instagram to its full potential, you have to ramp up your visual savvy. Here are a few visual tools you can adopt that will make your posts a – wait for it – slam dunk.

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Shandi Huber is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati, Ohio. An enthusiast for all social media platforms, you can often find her pinning her dream closet on Pinterest or posting photos of her new puppy on Instagram. Connect with Shandi on LinkedIn and Twitter (@shandihuber).

#ThrowbackThursday with Heather Whaling

February 26, 2015February 26, 2015Stephanie Vermillion Leave a comment

Editor’s note: This is the second post in our monthly #ThrowbackThursday series, which features a prominent, successful PR pro taking a look back and sharing tips from his/her days as a new pro.

Are you following Heather Whaling on social media? You should be. Consistently making her way onto “Best PR Pros You Should be Following” lists on PR News , Cision and The Muse – just to name a few – Heather is making her mark on the social media industry.

She’s the president and founder of Geben Communication in Columbus, Ohio, co-moderator of the weekly social media #pr20chat Twitter chat and runs one of the most popular social media blogs in the industry – prTini.

As an admired professional in the social media industry, we take a look at Heather’s thoughts on her early beginnings (MySpace!) and how she’s not only kept up, but thrived, within the ever-changing industry.

Question 1: What were the first social media platforms you ever used, whether for personal or professional use? How did you predict these channels would develop?

If we’re not counting things like AOL Chatrooms, then my first social platform – in terms of how we think about social now – was MySpace. I hadn’t totally bought into social, so my friends actually created my MySpace profile for me.

Who knew I’d be dragged into MySpace and then go on to make a career out of helping brands excel in a social world!

Question 2: How did you stay knowledgeable and updated on the fast-paced world of social media as a young professional?

When I first started incorporating social media as an extension of PR, I was the director of PR for an agency in Orlando. They gave me a lot of freedom to research and experiment. After we did some internal testing and iterating, we offered our services pro bono to a few nonprofits.

We learned a lot and those nonprofits were seen as early adopters and maximized the benefits of being “first” in their market. Learning by doing is incredibly helpful (Click to Tweet!).

Then and now, I try to read as much as possible. I also carefully curate Twitter lists to help me find really great content that I may otherwise miss.

Question 3: As a young professional, how did you work with clients or brands that were resistant to new social media and digital trends?

When you pitch an amazing idea to a client, it’s tough to stay energized and engaged if the client shoots down the idea.

But, instead of getting frustrated, take a step back and try to understand WHY the client is resistant. Once you understand the apprehension, then you can develop a way to get them on board.

You may need to start small – perhaps a pilot program – before they’re ready to go all-in on a social/digital strategy. Stay focused on the big picture goals. Help them understand how this social thing you’re proposing will help them achieve the goals they’ve already prioritized.

It can also be helpful to present skeptical clients with research or case studies that show how similar companies approach social and the value it provides their organization.

Question 4: What has been your most memorable campaign or program that has embodied effective social media strategy?

At Geben, we’ve had the opportunity to develop and implement a number of social media campaigns. That said, I still think the best efforts integrate traditional and digital PR to maximize the value and outcomes, but I digress …

Here are a few of my favorite campaigns (with case studies if you want to learn more details!)

Hello Fearless’s influencer outreach surprise + delight launch campaign
Nationwide Children’s Hospital Columbus Marathon Instagram launch
Mission of Hope’s virtual viewing party
Nationwide Children’s Hospital #NCHFavorites social fundraising

Question 5: If you could go back five years and tell yourself anything about the way social media would transform the communications industry, what would it be?

I started my company just over five years ago, making a big bet on the fact that social media would radically transform PR and open new doors for a fresh approach to traditional PR best practices. Thankfully, I made the right bet!

Looking back, I’d tell myself to get ready to meet some of the nicest, most helpful people. I’m always amazed at how the people I’ve met through Twitter and other social channels are so willing to make introductions, send you new business leads and generally root for you.

The social community’s generosity is incredible. I’d also tell myself to hang on for a wild ride and to embrace the crazy ( — one of our House Rules!)

More about Heather:

As president of Geben Communication, Heather Whaling (aka @prTini) leads new business development and client strategy. An avid Twitter user, Heather can trace 75% of Geben’s business back to relationships that began online. This ability to turn social networking into business outcomes has helped Geben evolve into a highly respected, sought-after, award-winning PR firm. In addition to helping clients secure coverage in a range of high-profile media outlets – from the New York Times and Wall Street Journal … to Huffington Post and TechCrunch – Heather has been quoted in Inc.com, Entrepreneur and BusinessWeek about technology’s impact on communication and business.

Heather was selected as one of Columbus Business First’s “Forty Under 40” and named one of Columbus’s top 10 entrepreneurs by The Metropreneur. She also serves on the Board of Directors for The Women’s Fund of Central Ohio.

Heather was one of five women bloggers to join Fairwinds Trading and Macy’s in Haiti in March 2010 to learn about the “Heart of Haiti” economic development initiative. She was also one of three social media correspondents selected by Outback Steakhouse to document the 2012 Outback Bowl via social media.

How To Put Your Best PR Face Forward

February 23, 2015February 23, 2015Stephanie Vermillion 3 Comments

As young PR pros, social media is a tool we use every day. We revamp our clients’ plans, update them on best practices and research the new tactics.

Image from www.gratisography.com

But, how often do we invest time in maintaining and regularly updating our own personal profiles?

When you consider all of the tweaking, posting, researching and revamping that can be done it seems as if a limitless amount of time could be devoted to personal social media. But let’s face it – we don’t have limitless hours in the day so keeping profiles up-to-date can seem daunting.

Don’t let the enormity of social media stop you from putting your best face forward (Click to Tweet!). Below are three steps to streamlining your personal social media strategy with your precious time in mind.

1. Start with focus

The first step is always the hardest – at least that’s how the saying goes. It doesn’t have to be, though!

First, think about your personal brand.

Who are you?
Are you serious or light-hearted?
What are you passionate about?
What would you like to learn about?

This information will guide how you set up your profiles, what content you share, and the tone. By narrowing your focus, you can spend your time strategically on developing your profiles.

Next spend some time looking through the social media profiles of your mentors and successful individuals from your interest areas.

What are they talking about?
How do they describe themselves?
Are there opportunities for you to engage with their networks, such as Tweetchats or LinkedIn groups?

Once you’ve determine your personal brand and identified a few best practices from those you admire, you’re ready to set up or revamp your profile. Make sure to include key words for the topics you’ll be talking about and an appropriate photo that fits your brand. No matter what you do make sure your profile is accurate – nothing is more aggravating than following a tech specialist who only talks about where to get the best french fries.

Set aside 30 minutes every six months to revamp each profile, focusing on no more than one profile each month. This will make the task seem less daunting and more manageable, as well as help you to focus on your personal social media strategy.

2. Get the news delivered to your fingertips

One of the easiest ways to stay up on key trends and news is to have it at your fingertips! Your time is limited so it’s difficult to read every article related to a particular topic.

Instead of scanning dozens of news sites and blogs for relevant and interesting stories worthy of sharing on your social channels, have them delivered straight to your inbox. The obvious news sources include newsletters for your favorite sites and, of course, PRSA’s daily e-newsletter Issues and Trends.

Look outside of your typical news sources by tapping into the power of content curation tools and news alerts. Personally, my two favorite tools are Swayy and Google alerts.

Swayy connects to your social media channels and delivers curated content to your e-mail (or their app) based on designated key terms and the content your network is sharing. Combined with Google alerts, you will have endless content to share on the topics of your choice. For a list of other great tools for finding sharable content check out this list from Inc.

When evaluating articles for “share worthiness,” ask yourself: “Does this strengthen my personal brand and is it authentic?” If the answer is yes, move onto the final step!

3. Schedule your findings

With content at your fingertips the final step is easy – get it all posted. Choose top articles from news scans and curated content, then schedule posts throughout the day.

Again, there are plenty of free tools available for scheduling, many of which you are likely familiar with like Hootsuite. Each tool has a variety of benefits. My favorite features are analytics, which ensure I’m reaching the right audience, and auto-scheduling, which puts posting on autopilot.

It really is that simple – focus, content, schedule. Social media can be powerful, not just for your clients, but also for you. By focusing and tapping into available tools, you too can take advantage of its benefits and amplify your personal brand.

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Katie Atkinson is an account coordinator for LEWIS PR’s Boston office. When she’s not working, you can usually find her planning her next trip, dreaming about delicious food, and, recently, warm weather. Find her on Twitter @Katie_Atkinson

How to Learn Social Media Protocol at a New Job

February 20, 2015February 20, 2015Stephanie Vermillion Leave a comment

There are basic ground rules for what is appropriate for social media. Nothing obscene, offensive, downright false – the obvious stuff.

But when you start a new job, there are always more nuanced guidelines to adapt to.

The best way to ensure you’re on the right track is to be as informed about your new company’s social media protocol as possible. Here’s how:

Do your research.

Take a look at your organization or company’s Twitter feed. Browse their Instagram profile. What has been popular on their Facebook page?

Don’t forget to look at what other brands are doing as well. See what hashtags are used by the accounts your company follows and peruse the posts attached to them.

Doing your research will help you learn what content is appropriate and relevant, and will ensure you understand your organization’s social media tone.

Ask questions.

The only way to make sure you are 100 percent certain about what is appropriate is to enlist the help of your colleagues.

When you’re the newbie, your coworkers are all experts. In an agency, you may have the advantage of working with a host of social media gurus. If you work in-house, you may not have as many PR pros to lean on, but I guarantee all of your coworkers know way more about their department or field than you do.

I work for a nonprofit dedicated to the great outdoors, and I thought that curating content for social media would be pretty easy.

Just tweet things about hiking and post scenic pictures on Instagram. Right?

Wrong.

Have we tweeted enough about cyclists and hikers?

How much do we want to talk about hunting?

It’s a polarizing topic, but it’s also one of the main funding streams of Colorado Parks and Wildlife, an organization we give half of our funds to. And don’t even get me started on sage grouse. I was woefully unaware that listing an animal as an endangered species was anything but something to be celebrated. Fortunately, I had super knowledgeable coworkers to set me straight.

If you see room for improvement, speak up.

Adapting to your employer or organization’s social media practices is important, but you were presumably hired because you have good ideas. If you think you have an idea to improve engagement, gain followers, or simply provide better content, than say so.

Do so in a professional and thoughtful manner. Don’t tell your boss that you simply can do a better job with Twitter, show them how you can improve your organization’s Twitter account with a well thought out content plan.

Continue to seek out knowledge.

There are only two of us that make up the communications department where I work. This is great because I was given nearly immediate autonomy over social media, but the lack of oversight when I first started was as daunting as it was exciting.

Knowledge is power. Seek it out. (Click to tweet!)

You’re already facing a steep learning curve when you start a new job, and you have the responsibility to continue to expand your skillset to make sure you do the best job possible. A new position is certainly cause for celebration, but don’t rest on your laurels.

Make an effort to try out new tools and platforms, continue to update yourself on best practices, and never think you know everything about social media. It is constantly evolving, and you owe it to yourself and your new employer to continue to the best the best you can be.

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Laura Cardon is a public relations professional living in Denver, CO. Originally from Maryland, Laura enjoys riding horses, hiking, and volunteering at the Denver Animal Shelter. In her spare time, Laura also shares her passion for the great outdoors with fellow beginner outdoors enthusiasts on her blog, Outdoors Beginner. Find her on Twitter @LauraCardon23.

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Meet Your 2015 New Pros Executive Committee