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Member Spotlight: WWPR’s Marketing Communications Committee

This month’s Member Spotlight takes you behind the scenes of the Marketing Communications Committee to learn more about each member and her contributions to both WWPR and the marketing communications industry as a whole.

Co-chaired by Jennifer Dunn and Kristen Hostetter, the Marketing Communications committee relies heavily on its committee members to help carry out WWPR’s communications goals and increase visibility of the organization.  This is done via various mediums including WWPR’s monthly e-newsletter, social media, events, news releases and more.  Committee members include Lauren Anderson (social media — Twitter, Facebook), Tabatha Thompson (Technically Speaking column, e-newsletter), Beth Stewart (Member Spotlight/articles of interest, e-newsletter), Ana Buling (social media, LinkedIn) and Karin Bloomquist (Engaging Industry column, e-newsletter).

Lauren Anderson

  1. Education/Degree: B.A. in Public Communication from American University
  2. Current Position: Account Executive at Fifth Estate Communications
  3. Volunteer/After work activities: I’m a member of the volunteer organization Hands On Greater DC Cares where I’ve worked on projects that include park restoration, serving food to people in need and volunteering at the Ronald McDonald House; This summer I’m playing kickball every Wednesday in the DC Kickball League; I also love to read, play tennis, and I’m learning to sew 🙂
  4. Top Reads: I’m definitely a Twitter addict where I follow everyone from major news outlets (NY Times, WaPo, Huffington Post, etc.) to local DC blogs and news outlets (Prince of Petworth, TBD, etc.) to “entertainment” sites like The Sartorialist, and of course I follow lots of PR sites/people like PRSA, PR Daily News, Mediabistro, PR Week, etc. In an effort not to get too caught up in headlines and 140-character blurbs I also regularly check the websites for Washington Post, New York Times, and my hometown paper The Buffalo News and the site longform.org, which aggregates long-form articles/pieces on just about every topic you can imagine.
  1. Why Communications: Since I could hold a pen in my hand, I’ve loved to write. So, like a lot of PR pros, I originally thought I wanted to be a journalist, and then after my freshman year of college I learned more about our school’s Public Communication. It seemed like a better fit for my personality and strengths and then eventually lead me to a job in public relations.
  1. Why did you join WWPR: I worked for a very small agency, so I was looking for a way to meet other people working in PR and expand my network. I also have a lot of respect for any organization whose mission is to help women be successful in their careers.
  2. Best Advice: An internship supervisor once said “never be without pen and pencil,” which to me is like the PR version of Girl Scouts’ “always be prepared.”
  3. Ways to Connect: Twitter (@laurenrutha), Facebook, LinkedIn and Pinterest (Lauren Anderson).

Karin Bloomquist

  1. Education/Degree: BA in Communication (Public Relations concentration) with a minor in Global Affairs and a minor in Conflict Analysis and Resolution from George Mason University
  2. Current Position: I work as an Associate Research Analyst at Deltek in their Information Solutions division communicating, researching and analyzing federal business opportunities under the Department of Homeland Security.
  3. Volunteer/After work activities: Aside from volunteering with WWPR outside of my normal work schedule, I enjoy seeing friends, family and my significant other. In addition, I am planning on pursuing an advanced degree in communication, so I have recently been spending a lot of time researching and preparing to begin that endeavor in the near future. I also enjoy trying new places, new food, photography and meeting new people, so any combinations of the above are generally what my activities outside of work entail.
  4. Top Reads: To be honest, I get most of my news via official Twitter handles of media outlets to get a well-rounded synopsis of the day’s news and events, and will indulge in reading full stories that grab my attention throughout the day. I also check out BBC headlines and stories on occasion to keep informed of what’s going on in the world.
  5. Why Communications: As most people would say who work or are interested in the industry, it comes natural. Additionally, I fell in love with the idea of putting ideas into action and helping to manage the relationships (business, personal, etc.) around me.  It’s where I feel most at peace.
  6. Why did you join WWPR: In 2011, I interned at New Media Strategies in the Public Affairs practice. Over time, I worked with and was introduced to many of the staff. One day, I was introduced to Meghan Sager (now Meghan McHahon), an Account Supervisor at NMS, who told me about WWPR, her prior role as a board member, and the fantastic networking opportunities that it offers to its members. After researching the organization, I decided to become a member and to this day, enjoy all the benefits the organization has to offer.
  7. Best Advice: In an informal interview conducted via email with Stuart Smith, CEO EAME of Ogilvy Public Relations Worldwide in London, I asked what advice he had to give about getting into the communications industry and he said, “Make sure you have the passion and energy for PR. It’s a demanding job. But the rewards and enjoyment from working in a highly creative discipline make it worthwhile.” This advice drives me to do well in and outside of the industry to this day.
  8. Ways to Connect: Twitter and LinkedIn

Beth Stewart

  1. Education/Degree: BA in Journalism and Electronic Media from the University of Tennessee Knoxville.
  2. Current Position: I am currently a marketing associate at Vorsight, a sales effectiveness firm in Rosslyn. My duties included writing and editing collateral as well as manage the company’s social media outlets and communications efforts.
  3. Volunteer/After work activities: I recently started a food and lifestyle blog called BeeStew.blogspot.com.  I wanted a platform where I could expand on my creative interests as well as discuss my love of food and this city.
  4. Top Reads: I get most if not all of my news electronically.  Through my Twitter, I follow HuffPo, CNN, New York Times among others.
  5. Why Communications: I’ve always enjoyed writing and filming and once I got to college I thought the best channel for my talents would be journalism. It wasn’t until my communications internship with former Tennessee governor Phil Bredesen that I realized I’d rather work with the media instead of as the media.
  6. Why did you join WWPR: A year before moving to DC, I researched networking opportunities and the idea of interacting with established women at WWPR intrigued me. Since joining in January, I have gained valuable one-on-one insights to the industry by writing the member profiles.
  7. Best Advice: Dress for the job you want not for the job you have.
  8. Ways to Connect: Twitter: @Beth_Stewart, LinkedIn or follow my boards with Pinterest

Tabatha Thompson

  1. Education/Degree: BA, Journalism, Western Kentucky University
  2. Current Position: Regional PR manager, Gensler
  3. Volunteer/After work activities: I volunteer in my daughter’s classroom and schooland support the Homeless Children’s Playtime Project.
  4. Top Reads: Business Journal headlines from my markets, WaPo, and Google Reader. An hour with the Sunday New York Times is the ultimate luxury!
  5. Why Communications: I love the challenge of breaking down complex information so that really smart people can share the good work they’re doing with the rest of the world.
  6. Why did you join WWPR: To meet and engage with people in my field who facesimilar challenges (as women, specifically).
  7. Best Advice: Remember that our clients are ultimately the communicators; our job is to help people focus and refine the content and message.
  8. Ways to Connect: Twtter: @art_n_science, LinkedIn

 

Engaging Industry

We have always known the importance of public relations methods, but many business schools are just catching on to the idea of incorporating them into their curriculum. The Public Relations Society of America (PRSA) has been pushing for a collaborative MBA Business Initiative led by Anthony D’Angelo, co-chair of the effort, with funding from MWW Group, a well-known public relations firm. The initiative attempts to advocate the use of strategic communication and reputation management in MBA programs across the United States and emphasize the importance of these skills in business leadership. However, lest we not forget that it is equally important to acknowledge that the public relations industry may also need a refresher in developing a better understanding of their business program counterparts.

According to a survey conducted by PRSA in 2011, the practice of communication is a vital skill for successful business leaders in the modern world. Future business professionals who have a better understanding of PR, and PR professionals who better understand the fundamentals of business administration and strategy will ultimately make better decisions at the executive level. This overhaul is sorely needed as the results from the survey suggest that approximately 98 percent of business executives deem corporate communications and reputation management as essential to business strategy, and noted that 40 percent of newly hired MBA graduates are not as skilled as they could be in protecting company image and credibility. In addition, only 16 percent of MBA programs in the United States had taken courses related to the use of public relations, crisis communication, and brand management skills.

Inevitably, change was necessary. Fortunately, the push for PRSA’s initiative was successful, ultimately leading five MBA programs to decide to partake in pilot programs set forth by the organization. Paul Argenti, a professor in the Tuck School of Business at Dartmouth, developed the majority of the pilot programs that will be incorporated into the schools’ curriculums. Course material will be based on his textbook, Corporate Communications, which will be the basis for all of the programs. Other schools incorporating the pilot program set to begin in 2013 and 2014 include Northwestern University’s Kellogg School of Management, Smith School of Business at the University of Maryland, Quinnipiac University’s School of Business, and the University of Texas at El-Paso’s College of Business Administration.

As admirable as this initiative is to the world of academics and the public relations industry, one has to question: why not incorporate methods taught in MBA programs into professional degrees offering advanced studies in PR? How do we develop public relations programs to better reflect the emerging professionals in our field? Shouldn’t a PR professional’s knowledge of budgeting, finances, and inventory be held to the same standards of their executive counterparts? Most importantly, if public relations skills are such an intrinsic part of business strategy, why not better educate both industries?

Technically Speaking

I have a good friend whose Facebook friend list is only 30-people long. How does she fend off the countless inquiries from old junior high lab partners and former suitors? One simple rule: If she would invite you to her house for dinner, she’ll be your friend on Facebook. Sure, her standards are tougher than most, but for consumers from the coveted age and income bracket, true brand engagement via social media requires more than showing up on a page. Companies have to be worthy of connecting offline, so that the virtual relationship is an extension of the real one we can touch and feel. Worthy dinner companions, if you will.

When General Motors pulled its $10 million ad account from Facebook just days before the social site’s IPO, it created quite the unintentional buzz. GM downplayed the remark and made it clear that it would continue to engage customers via Facebook, but the decision surely had plenty of corporate marketing people second-guessing their own paid social media efforts. GM said its decision came down to lack of proof that the paid ads work. Ford smartly jumped on the opportunity to posit another reason, also echoed in this Forbes.com analysis.

So, how does a company cross the threshold from utilitarian product or service provider to a partner worthy of a social invitation? It’s all about valuable content. Let’s take a look at Nike+. Somewhere along the way, a masterful marketer (or perhaps intuitive engineer/avid runner) launched a symbiotic relationship that allows people to track fitness goals and share their performance with the world on Facebook.

Now, let’s go way back to 1904, when Jell-O first began distributing its recipe book door-to-door for free, driving up sales significantly in a short timeframe. Using the same content-driven marketing approach today, the company has cultivated a virtual cooking circle on Facebook.

So, what is the magic formula for successful sales via social channels? Have you had success building a following motivated to action? Share your challenges, successes, and lessons learned in the comments.

The Man Behind the PR

So we all know Vocus is a PR and cloud-based marketing software company so I thought  it would be interesting to talk to the man behind Vocus’ PR. Frank Strong is their director of PR which means he gets to direct the communications of not only Vocus but he also touches PRWeb, iContact, Help A Reporter Out and NorthSocial. You can quickly hear Frank’s passion for this company – just his job you might say – but it is truly genuine, so I thought I’d pick his brain on his career and learned he is a father and solider, values the education of an MBA, and had a professional journey of big and small agencies and even had his own firm for a bit. Take a quick listen to Frank talking shop:

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