President’s Note: February 2021

Now more than ever, our communities and our networks are an important way for us to stay connected. This year brings a lot of promise, along with many of the same challenges we saw in 2020. 

What has kept me inspired is the innovation and determination to succeed that I have seen in our communities. Working at a healthcare association, I am continually encouraged by the stories of selflessness and heroism where we least expect it, like the snowmobiles delivering vaccines in rural Alaska. And while it may feel like Groundhog Day, every day, I still find something to look forward to in 2021.

A few of my favorites right now:

Christina Francisco, President WWPR

In celebration of Black History Month, I want to call out a local DC digital media brand, Notedd. Notedd is designed to inform millennial women of color on today’s news and encourage them to be authentically themselves.  Notedd was founded and led by Lauren Strayhorn, a colleague of mine from grad school, and I am so impressed by her work, I had to shout it out.

Looking ahead to March — our Professional Development Co-Chairs are hard at work developing two new event offerings for March. If you haven’t joined WWPR or are considering learning what we are all about, stay tuned for our next newsletter highlighting the details and how to sign up.

Are you a member looking to get more involved in all things WWPR? Check out the WWPR Committees page. We are always looking for members who are interested in taking a bigger role in how we build out our content, programming and network here at WWPR.

Save the Date: Emerging Leaders Awards 2021 is set for May 20, 2021. I am so excited to continue the tradition of honoring our Emerging Leaders under 35. Start thinking of who you want to nominate now. Questions? Reach out to ELA@wwpr.org.

Sticking with the theme of looking ahead, I hope to see all of you at a WWPR event (virtually) in March!

Best,
Christina

Member Spotlight: WWPR President Christina Francisco, Digital Marketing and Strategy, ASHP

Christina Francisco, WWPR President, Digital Marketing and Strategy, ASHP

WWPR Content Committee Co-chair Melinda Tolliver connected with WWPR President Christina Francisco, director of digital marketing and strategy at the American Society of Health-System Pharmacists (ASHP). Learn more about her role and how she got involved with WWPR.

Tell me a little about your background and current day job.

I serve as the Director of Digital Marketing and Strategy at ASHP located in Bethesda, MD. Prior to ASHP, I led the digital marketing team at the American Diabetes Association in Arlington, VA as their Director of Digital Marketing. I’ve always loved working on internal teams and helping an organization grow. Digital marketing is always evolving and it is really up to you to keep yourself current on the trends, as well as what will work for your company and what is the best mix of channels to achieve a goal.

In addition to my day job, I also serve as an adjunct faculty member at Georgetown School of Continuing Studies (SCS) as a capstone advisor for the Integrated Marketing Communications Program and as an adjunct lecturer in the social media management certificate program

As WWPR President, can you share your experience with WWPR?

As I mentioned in my annual luncheon speech, I really credit finding WWPR to my colleague and good friend, Danielle Veira. Dani served as the 2018 WWPR President and basically brought me along for the ride. She introduced me to this world and all it had to offer. I really can’t thank her enough for showing me this community. Prior to 2020, I loved going to in-person events and seeing different venues, as well as meeting new people around the city. It was a great way to expand my network and tour all DC has to offer.

Becoming president this year is very exciting. We are coming off a tremendous year where we were able to pivot and move programming to a virtual environment without skipping a beat. I am proud of what we accomplished and look forward to what 2021 has in store for us. 

Written by Mellinda Tolliver, WWPR Content Co-Chair, Senior Manager, Digital Strategy, National Alliance for Public Charter Schools

Outside of your work, what hobbies or activities really excite you?

Right now, I’ve been really into yoga. I finally convinced my husband to try it with me and we’ve been going fairly regularly. It is pretty great when you find something that can challenge and relax you at the same time. It is also a goal of ours to stay active during the pandemic and keep ourselves busy with safely socially distanced activities. 

How has the pandemic affected the way you approach your personal and professional life? 

In a way the pandemic hasn’t really changed how I approach my life, but it has given me a better sense of what I can overcome and reminds me to be grateful for what I have in my life.

Though at first, it disrupted my routine and I felt a lot of anxiety, the pandemic has helped me slow down and be more thoughtful with my time. I am also thankful that I have been able to work this whole time as I know that hasn’t been the case for everyone. 

In fact, I started teaching at Georgetown SCS at the onset of the pandemic and my first class was a virtual one on March 19. It was intended to be an in-person class, but Georgetown quickly pivoted when it became apparent we needed to adjust. Teaching virtually no less in a pandemic definitely taught me to be flexible and give myself grace. 

See more Member Spotlights featuring the amazing and driven women of WWPR!

Five books to read in 2021 

Books are great coaches. As we navigate working from home, it is important to remember that quality mentorship and coaching can continue from your kitchen table through books. 

Here are five books to read in 2021 to improve your writing, communication, leadership, strategic thinking, and team management skills. 

HBR Better Business Writing, by Bryan Garner

I learned a new tidbit from the latest book I pulled #frommyofficebookshelf. In Harvard Business Review’s “Better Business Writing,” the author, Bryan Garner, advises you to read one article out loud every day. Read it and deliver the words as if you were a newscaster. In doing so, you will pay closer attention to an author’s use of tone, voice, sentence variation, and crescendo, thereby influencing how you write the next time you put pen to paper. 

Who should read this? Anyone who writes emails.

What is it about? How to transition from academic writing (especially for recent college grads) to sophisticated, clear, and convincing business writing. Garner provides examples for improving letters, presentations, memos, etc. The book’s appendix is also a great “quick hits” guide to tricky grammar questions you are always asking yourself.

How did this end up on my office bookshelf? After re-reading E.B. White’s “Elements of Style,” I was eager for more insight into business writing and came across Garner’s book while browsing the bookstore at the airport in late 2019 — a great impulse purchase during a flight delay!

Detonate, by Geoff Tuff & Steven Goldbach

I started reading Detonate by Geoff Tuff & Steven Goldbach as I began evaluating and reconstructing crisis response playbooks, content calendars, etc., in response to the COVID-19 pandemic, and *wow* did this timing work out great for me. 

Who should read this? Managers.

What is it about? Why best practices can become the enemy if they are overused. Why creative thinking should be valued more than following processes. Why plans that are married to calendars can be paralyzing in times of crisis. And ultimately, in our current context, how companies can “detonate” existing rules of the road and redefine what the future means — because no one has experienced the COVID-19 pandemic before.

How did this end up on my office bookshelf? My chief marketing officer gave Detonate to each member of our marketing team to expand our thinking and to spark creative thinking around new pathways and processes. Mission accomplished. 

Becoming, by Michelle Obama

In April 2020, Netflix and Higher Ground Productions announced the release of “Becoming,” a docuseries that follows former First Lady Michelle Obama during her “Becoming” book tour. We all know we should read the book before watching the movie or series — “Becoming” undoubtedly is one you should read before you watch.

Who should read this? Leaders. Politicos. Fans of the West Wing. 

What is it about? Michelle Obama’s life. She shares her childhood successes and hardships, career wins and woes, and how she started her own family. The tail-end of the book is centered on the Obama White House. I learned a tremendous amount about how the White House functions from this book. I chose to read “Becoming” to learn about leadership, all politics aside. This book has inspired me to learn more about First Ladies; more biographies and memoirs will make their way to my office bookshelf in the coming months. 

How did this end up on my office bookshelf? I joined a women’s information network focused on leadership, and our first session featured a book discussion on “Becoming.” I listened to it on audible (Michelle Obama won a Grammy award for her audio recording of the book) and would highly recommend the audiobook. 

Talking to Strangers, by Malcolm Gladwell

The turmoil and struggles, happiness and joy we experience as a society can sometimes hinge on how we speak to someone we don’t know. This concept is the focus of Malcolm Gladwell’s “Talking to Strangers.”  

Who should read this? Everyone, especially people interested in sociology and psychology.

What is it about? Gladwell explores how assumptions, miscommunications, and impulsive actions impacted current events and reshaped the world we know. Importantly, Gladwell identifies the inflection point where a breakdown occurred and how we as individuals, and as a society, can do better in the future. It is a timely read for the world we live in today.

How did this end up on my office bookshelf? By recommendation from my marketing colleague during a Zoom team-building exercise where we shared our favorite books.

Daring Greatly, by Brene Brown 

I started 2021 with a short, powerful book to reflect on the past year and set my intentions for the year ahead: Brene Brown’s “Daring Greatly.” 

Who should read this? Type-A personalities, managers, teachers

What is it about? The power of vulnerability in all aspects of life. Brown shares personal stories to exemplify situations where courage does not always mean doing hard things alone; sometimes, the most courageous thing we can do is ask for guidance or help. Brown identifies processes and pathways to challenge you to be the most authentic version of yourself and create stronger, more meaningful relationships. 

How did this end up on my office bookshelf? As I began sharing what I was reading, I received several recommendations for Brene Brown. I was drawn to “Daring Greatly” in particular because it felt like “coaching for the workplace and life.” As a former athlete, that resonated with me. I would recommend anything by Brown, including her Netflix special, which might bring you to tears!

Check out more books from my office bookshelf by following along on Instagram, Twitter, and LinkedIn. If you have recommendations for books to read, please email emily.obrien@wwpr.org

President’s Note: January 2021

Christina Francisco, 2021 WWPR President, ASHP Director of Digital Marketing and Strategy, Adjunct Lecturer at Georgetown University School of Continuing Studies

For me, January always brings a feeling of new opportunities and a fresh slate. Coming off of the heels of 2020, this January feels more hopeful to me than in years past.

I believe Sarah Beth said it best at this year’s annual meeting: “2020 is the year when the world masked up, went virtual, and managed to navigate the unknown – and so did we. Like others, our industry has been completely flipped on its head – with shifting business priorities, a new media landscape, slashed budgets (or in some cases, doubled budgets!), and hiring freezes. Not to mention, video cameras, mute buttons, sweatpants, barking dogs, and screaming children.

Despite all of what 2020 brought to the table, WWPR persevered and I feel even closer to this community.

  • We hosted more than 16 in-depth webinars and events in 2020
  • We covered everything from the role of brands in today’s landscape to business development in a digital world
  • We mentored, networked, and even reconnected with old friends and colleagues
  • We honored amazing leaders and named a 2020 Woman of the Year
  • And finally, we celebrated our 40th anniversary

If you are as excited as I am for the possibilities and opportunities in 2021, I encourage you to consider WWPR membership if you are not a member already. 

We have a lot in store for 2021 and can’t wait to bring you more professional development opportunities and celebrate outstanding professionals and our community through the 2021 Emerging Leaders Awards and Woman of the Year Awards.

If you are a member and are looking to get involved, consider joining a committee or speaking with our membership co-chairs about serving as a member spotlight. You can reach the membership co-chairs at membership@wwpr.org. To view available committees, visit https://wwpr.org/committees/#!form/Committees.

 

I look forward to a great year ahead of us!

 

WWPR Members Help Local Non-Profits during Speed Advising Event

On Thursday, January 28, 2021, the WWPR’s Pro Bono Committee hosted a speed-advising virtual event for two local non-profits: The Greater D.C. Diaper Bank and La Cocina VA. WWPR members helped LaToya Davis, Director of Communications at Great D.C. Diaper Bank, identify ways to update the organization’s branding and helped Daniela Hurtado, Director of Operations and Programs at La Cocina VA identify ways she could bring in new and repeat customers to the café through social media.

Great D.C. Diaper Bank
Above and beyond a diaper bank for low-income families, the Greater D.C. Diaper Bank supports the economic and economic health of the mothers by providing food, formula, essential baby supplies, essential nursery products, and adult hygiene and feminine products. LaToya identified their greatest struggle as reputational: People have heard of us, but don’t know exactly what we do…how we support families overall.

The advisers suggested:

  • Pitching media tied to relevant observances (such as Children’s Dental Health Month in
    February) or trends during COVID-19 (including the drastic surge in demand for diapers
    and other products)
  • Finding new ways to identify the stories of those being served and highlighting across
    channels
    »  Asking partners who they know
    »  Visiting distribution sites/programs and interviewing clients
    »  Requesting story submissions via email or social media
  • Connecting with other diaper banks to see what communications strategies are most
    successful
  • Leveraging the movement towards “women supporting women” in the marketing strategy

La Cocina VA

La Cocina VA started off as a culinary job training service and has
since expanded its role as a food business incubator, catering
service, food assistance program and community café. As such,
Daniela needed help figuring out how to promote and
communicate their programs – specifically how “to let people
know what we do.”
Through the discussion, the advisers helped Daniela focus on
developing the café as a local small business.

Helpful social media tips for small businesses include:

  • Choose the right channel for the right audience:
    »  Use LinkedIn to build the nonprofit and business side
    »  Use Instagram to build the customer base for the café
    »  Consider having both a non-profit page and a business page on Facebook since
    the missions are distinct.
    »  Set up Google and Yelp business pages so you can keep track of reviews and
    manage reputation
  • Use community as validators:
    »  Reach out to community newsletters and business groups to be featured
    »  “Create a Habit” – Regular posting on the feed and stories encourage repeat
    business by making the café a go to place.
    »  Don’t be afraid to repeat content on both the feed and stories and use all the local
    hashtags to reach a broader audience.
    »  Feature the small businesses that the café gets supplies from and tag them to get a
    broader audience.
    »  Share stories from the food incubator program to highlight the value of the
    kitchen space in the café. The featured program participants can then share with
    their networks.

Find out more about how you can support local non-profits by joining the Pro Bono Committee
or checking out the Pro Bono tab in our blog.

Join the Mailing List

Stay connected with WWPR by signing up for our mailing list! You’ll receive the latest updates on professional development events, exclusive networking opportunities, leadership initiatives, and more!