Tiffanie Rosier is a People & Culture professional and Program Manager at Hotwire and ROI·DNA, where she focuses on recruiting diverse talent, global employee recognition, and Diversity, Equity, Inclusion, and Belonging initiatives. With a background in higher education, events, and communications, she brings extensive experience in recruiting, training, and presenting across the U.S. Tiffanie holds Global Career Development Facilitator and MBTI certifications, a B.A. from James Madison University, and a M.A. in Higher Education from Western Kentucky University. An active volunteer and leader for a variety of boards, she has earned multiple awards for her professional, community, and recruiting contributions. Outside of work, Tiffanie enjoys voiceover projects, volunteering, and time with loved ones.
Tell me about your background and what drew you to your current position.
With my diverse career backgrounds, I’ve built my career in People & Culture or Learning & Development in every role that I’ve been in. At Hotwire and ROI·DNA, I get to combine my passion for talent development and Diversity, Equity, Inclusion, and Belonging with the fast-paced world of tech—whether that’s hiring great talent, recognizing achievements, or fostering belonging across teams.
What is the most exciting or rewarding project you’ve done recently or in your overall career?
One of the most rewarding projects I’ve led is Hotwire’s Quarterly and Annual Global Employee Recognition Program. It’s exciting to create meaningful ways to celebrate our people and highlight the impact they make across the organization. Seeing colleagues feel valued and appreciated is truly the best part of my work. On the ROI·DNA side of our business, the most exciting project has been my continuous learning about the various roles and responsibilities of the work our team members activate for clients.
What do you love about being a WWPR Board Member?
I love being a WWPR Board Member because it allows me to connect with and learn from a talented community of women in communications. It’s rewarding to connect, collaborate, and network with women from various backgrounds and experiences, and it’s been a bonus to develop some new friendships along the way.
Is there any book you would recommend?
I’d recommend Jesse Cole’s books or in my case, the audiobook versions about the Savannah Bananas. They’re full of fun stories and great lessons on creativity, leadership, and building a people-first, fans-first, client-first culture in unexpected ways!
What do you do outside of work?
Outside of work, I enjoy doing voiceover projects for local and national brands, volunteering in my community, and spending quality time with family and friends. I love exploring new things through my ‘I Tried Life’ adventures, whether it’s testing out a new hobby, encouraging individuals through inspirational and motivational workshops and videos or enhancing my photography skills. I love being connected to others and the world around me.
Earlier this year, I had the opportunity to speak about artificial intelligence (AI) in communications at the National Disability Rights Network Annual Conference. In a Zoom room filled with advocates, attorneys and communicators, the questions were less about the technology itself and more about its purpose. How can AI help us reach more people, tell stories more effectively and serve communities better — all while keeping the human connection at the heart of our work?
That experience reinforced what we’ve been learning at Vanguard: AI is changing how communicators do their work, from pitching stories to managing social media to analyzing campaign results. But for PR professionals, AI is not about replacing human insight. It’s about having a smart and ethical assistant that helps teams move faster and think more creatively.
At Vanguard, our approach to AI is intentional: we embrace it where it enhances outcomes and skip it when it doesn’t add value. When used thoughtfully, AI can take on routine tasks, spark new ideas and bring clarity to complex data. But the most important work — strategic thinking, sound judgment and relationship-building — is still powered by people.
Here’s how AI can support communicators in four key areas.
Media Relations: From Idea to Placement
Effective media relations have always depended on thoughtful strategies and trusted relationships. But if you’ve ever stared at a blinking cursor while trying to craft a new pitch, you know very well that the process can be time-consuming and difficult.
AI can help us get past that blank page by generating a draft pitch tailored to a reporter’s beat or recent coverage. ChatGPT or Claude can quickly produce a rough outline, leaving you free to refine the language and add the context and nuance that only a person can provide. Some platforms, like Muck Rack, are experimenting with AI features that analyze recent journalist coverage in order to suggest relevant contacts in the media. This exercise does not replace the careful vetting we must undertake to provide a valuable media relationship strategy, but it can trigger new ideas and leads you might not have otherwise considered.
It’s worth remembering, though, that no AI tool will build relationships for you. Thoughtful follow-up, credibility and trust are still rooted in human connection.
Social Media Management: Strategy Meets Speed
Social media moves quickly, and keeping up with its constantly changing trends and platforms can be overwhelming. AI can provide meaningful support by suggesting post ideas, creating draft captions and even recommending when content is most likely to perform well. For example, Hootsuite’s OwlyWriter AI can generate quick caption drafts aligned with campaign themes, while Buffer’s AI Assistant can repurpose existing posts and adjust them to fit different platforms. The constant need for new content can drain a team’s time and energy, but social media also offers unmatched opportunities to connect directly with audiences.
Design tools are also incorporating AI assistance. Canva now suggests layouts and brand-friendly graphics to speed up production. While not every AI suggestion will hit the mark, it can make it easier to turn an idea into a polished post.
The real value comes when teams spend less time formatting and scheduling and more time engaging directly with their communities.
Content Development: Collaboration, Not Substitution
PR professionals know the challenge of producing written content on tight deadlines. Whether it’s a blog, a report or a set of talking points, the hardest part is often getting started.
AI can serve as a collaborator in this process. A platform like Gemini or ChatGPT can take a carefully written prompt — for example, “Write a 300-word blog post about free hypertension screenings in plain language with a friendly tone” — and produce a draft that gives you an outline to get started, as well as fresh ideas to move past any lingering writer’s block. Of course, this initial draft still requires editing, fact-checking and polishing, but it shortens the distance from idea to first draft.
AI can also help repurpose content. A webinar transcript, for example, could be transformed into a one-page summary, a series of social media posts or a blog highlighting the key takeaways. Writing assistants such as Grammarly can further fine-tune the tone for different audiences. Tools like Perplexity AI can help verify facts and identify credible sources, while translation features across platforms can make it easier to adapt content for multilingual audiences.
Even in crisis moments, AI can help generate possible “holding statements,” giving teams a head start while they gather facts and align messaging. Still, like all AI work products, final responsibility rests with people to ensure accuracy and accountability.
Data Analysis: Turning Noise into Insights
Communicators often find themselves surrounded by data they do not have time to fully interpret. Campaign metrics, survey responses and web analytics can quickly overwhelm even the most experienced teams.
This is where AI shows real value. Platforms can scan large datasets and highlight patterns that matter most. MonkeyLearn, for instance, can categorize open-ended survey responses into themes, while Tableau can summarize engagement results and generate clear visuals.
Picture a citywide campaign that just wrapped up. Instead of spending weeks on manual review, a PR team could use AI to see which neighborhoods were most engaged, what messages resonated and where efforts fell short.
Of course, numbers alone do not tell the whole story. AI can point to patterns, but human interpretation is still needed to understand why audiences responded the way they did.
The Takeaway
AI offers clear advantages. It can take some of the weight off routine tasks, shorten the path from idea to draft, and help uncover insights in data. Efficiency, however, is only the starting point. The true value communicators bring lies in their ability to build trust, foster relationships and create work that reflects an organization’s values. AI can play a supporting role, but people shape the message and carry it forward.
To learn more about approaching AI with intention, I recommend reading my colleague Brenda Foster’s blog on guiding your ethical AI strategy. She shares simple questions to help you decide whether a tool aligns with your organization’s values.
ABOUT ALLISON: Allison Gross is an associate director at Vanguard Communications in Washington, D.C. and a member of WWPR. She has extensive experience in health communications and marketing activities for government and nonprofit clients. At Vanguard, she is part of the AI task force and oversees the production of communications campaigns and materials for a Medicaid managed care organization in D.C. Before joining Vanguard, Allison led the overall marketing and communications strategy for the Primary Care Collaborative (PCC). Prior to PCC, she developed and executed communications campaigns to promote the 340B Drug Discount Program at the American Pharmacist Association.
The Woman of the Year awards recognize women who have shaped the communications industry through leadership, innovation, and impact
Washington, D.C., October 6, 2025 – Washington Women in Public Relations (WWPR), a professional development and networking organization for female communicators in the nation’s capital, recognized Natalie Adler, Vice President, Public Impact and Resilience Communications at Fors Marsh as the Woman of the Year at the annual luncheon on Friday, October 3.
Natalie Adler is a nationally recognized communications leader and trusted advisor with over 25 years of experience shaping campaigns that drive behavior change and strengthen communities. She has guided campaigns for federal agencies, national nonprofits, and corporations across issues ranging from public health and public safety to education, climate resilience, and social impact.
Natalie began her career at Porter Novelli, where she spent 15 years building and leading teams focused on social marketing and public affairs. She then served for 12 years as a Senior Vice President in Ogilvy’s Social Marketing Practice. In 2020, Natalie joined Fors Marsh, a certified B Corp committed to equity, sustainability, and community impact. She expanded the firm’s health communications portfolio, securing campaigns with the CDC, USDA, and NINDS. In 2023, she established Fors Marsh’s Public Impact and Resilience Communications practice, addressing climate resilience, financial literacy, and public service recruitment for clients such as FEMA, the American Red Cross, and the U.S. Public Health Service Commissioned Corps.
Rachel Caggiano, Strategic Advisor, Talent, Strategy & Transformation at Shadow Search, and Julie Murphy, President at Sage Communications were also honored and celebrated as finalists. The 2024 Woman of the Year Winner, Aba Blankson, Chief Marketing and Communications Officer for the NAACP, formally presented the award.
“We are thrilled to name Natalie as WWPR’s 2025 Woman of the Year and celebrate her impressive background and accomplishments,” said Colleen Gallagher, WWPR President. “We are proud to recognize the achievements of all three deserving finalists – Natalie, Rachel and Julie. Their impressive accomplishments, leadership and contributions are inspirational and will surely make a lasting impact on the communications industry.
The Woman of the Year honoree was announced at a luncheon held at The Salamander in Washington, D.C.. The program featured keynote remarks from Ellen Bryan, former host of Great Day Washington on WUSA9, an Emmy Award–winning journalist, author and motivational speaker.
Established in 1990, the Woman of the Year program recognizes individuals who have raised the bar in the communications field. It is an annual experience fostering camaraderie among women in public relations, culminating in this must-attend event that honors the achievements of those who have reached a pinnacle in the profession.
About Washington Women in Public Relations
Washington Women in Public Relations (WWPR) is a member-based professional society cultivating and inspiring female communicators to reach their full potential in the DC market and beyond. The organization is committed to providing leadership opportunities, professional development, mentorship, and industry networking. Visit us at wwpr.org, connect with us on LinkedIn and Facebook, and follow us on Twitter @WWPR and on Instagram @WWPRDC.
Jennifer Curley is currently the Founder and CEO of Curley Company, a strategic communications and public affairs firm based in Washington, D.C. She was honored to receive the WWPR Woman of the Year award in 2020.
Jennifer said, “The award came at a pivotal moment – 2020 was the first year of COVID and a year of crisis and transformation for our industry and our world. It gave me renewed purpose and confidence to lean into my leadership style and continue building an agency that prioritizes communications with impact.”
Since 2020, the Curley Company has continued to grow and expand their capabilities in earned media, healthcare, and public affairs. Jennifer recalls, “In 2022, I appointed KayAnn Schoeneman as President of Curley Company – a strategic move that ushered in a new chapter of shared leadership and growth.”
The firm has been recognized by PRWeek, PRovoke Media, and the Washington Business Journal, and most recently, Curley has opened a Seattle, Washington office to further build our technology capability and more fully integrate AI. She was elected as the first woman to chair of the Board of Trustees at St. Lawrence University in 2023 and in 2022 she authored Playing the Long Game, a business book about how she built Curley Company which was released to coincide with her agency’s 20th Anniversary.
Looking ahead, her leadership philosophy is rooted in adaptability. Jennifer adds, “As I reflect on leadership right now, I find myself thinking a lot about leading through change. To borrow a phrase from a colleague, leaders today must be change literate. For me, that means keeping a steady hand on the wheel to provide reassurance, while also playing the long game and remembering that current challenges are only moments in time.”
Her advice for women leaders is both practical and inspiring. “Be curious and be willing to try new tools or think differently. We call this Future Ready Comms, which today means leading on AI and navigating the earned media landscape, while preparing for opportunities in our industry. Also, raise your hand for the new assignment and make sure you have a good mentor,” says Jennifer.
Right now, Jennifer is particularly energized by an initiative close to her heart. “I’m especially excited about our Executive Impact Accelerator at Curley Company – a product we built to help leaders sharpen their thought leadership and align it with both business goals and the external media landscape. Since then, we’ve rolled it out with clients who are already seeing results: greater clarity, renewed purpose, and more authentic engagement.”
Wendy Hagen was honored as WWPR’s Woman of the Year in 2018 when she was running her own branding consultancy, which she founded in 2009. Wendy continued to lead her work until 2024, when she stepped into retirement.
Wendy’s Career
Wendy’s career spanned over 45 years. She moved from Washington, D.C. to Southern California in 2021 and consulted full-time until early 2024, when she decided to slow down. Wendy says, “I feel extremely fortunate that I could set my own pace for this transition and take on select assignments with clients and colleagues whom I respected, admired and had fun working with.”
Women of the Year Awards’ Impact
Looking back, Wendy sees her Woman of the Year recognition as an integral point of her career. “Being honored by WWPR gave me a tremendous sense of pride, accomplishment and gratitude,” she recalls. It also provided an opportunity to reflect on her career and focus on the importance of giving back to the PR community.
The award brought Wendy exposure with new clients, expanded her professional circle, and strengthened relationships with other leaders in the industry.
2018 Woman of the Year Award Finalists Kate Perrin, Wendy Hagen and Gloria Rodriguez
Paying It Forward
Mentorship has always been important to Wendy, and it became even more so after receiving the award. Inspired by other Women of the Year nominees and winners, she made it a priority to advise and support emerging PR professionals.
When asked what advice she’d share with emerging women in communications Wendy’s advice is to evolve, expand, and continually tap into your network. She adds, “You should give back, sharing your time and experiences and challenges with others. Be bold and have fun- get out of your comfort zone and learn from your mistakes.” She also emphasizes to generously give credit and be confident enough to claim it when it is due.
Life In Retirement
Wendy has not slowed down since closing the chapter on full-time consulting. Her current goals in retirement are the same as they were during her professional career. She continues to live by what she calls the “5 Cs”: courage, curiosity, creativity, collaboration, and community.
Wendy spends her time with her two toddler grandchildren, practicing yoga five days a week, traveling, volunteering with an animal rescue group, and keeping in touch with the colleagues and friends she’s built over her career.
“After a fascinating, fulfilling, and at times totally crazy 45+ year career in communications, it wasn’t easy to embrace the notion of retirement,” Wendy adds. She found purpose in family, community and continuous learning, and she inspires others with the same energy that defined her career.
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