Tag: Member Stories

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. 

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!

WWPR Content Committee member, Florence Sumaray had an opportunity to connect with WWPR member, Emma Gresser to learn more about her role as an External Communications Associate at Fannie Mae and how she got involved with WWPR.

Tell me a little bit about your background and your current position at Fannie Mae.  

After graduating from DePaul University with a Master of Arts in Public Relations and Advertising, I moved to Washington, D.C. to continue building my career in public relations and communications. I joined Fannie Mae’s Marketing & Communications team in July 2019 as an Internal Communications Specialist, and as of this week, I will be switching gears with my new role as External Communications Associate. As Internal Communications Specialist, my work was driven toward developing and executing internal communications strategies to ensure employees understand how their work connects with the company’s mission and corporate priorities, feel engaged and informed by company leadership, and are recognized for their efforts. In my new role, I will be working with Fannie Mae’s Corporate Initiatives team to promote the incredible work of our company and communicate industry insights from our brilliant leaders. 

How has COVID-19 affected the way your organization functions and your interaction with your clients?

Very early in the pandemic, Fannie Mae transitioned seamlessly from working in the office to working remotely. Our business is complex and has many moving parts, which made the transition that much more impressive. The leaders on our Management Committee have always put our employees first and continue to support them every day in our new virtual environment.

The Internal Communications team played a major role in making the remote work switch happen. Particularly with my client, we were responsible for making sure our business was engaged and our business leaders had the tools they needed to communicate with their employees. It was a challenge to move all in-person events, such as our Single-Family Town Hall, to a virtual setting but with the help from the entire Marketing & Communications organization, our employees were equipped with virtual platforms that made communications effective, straightforward, and engaging. 

How has the PR industry changed in the last five years and what are you doing differently that seems to work in your industry?

This is one of the most important times in history to be a communicator. Organizations are expected to make a commitment to the communities they serve, and this has become a very important lens through which PR efforts happen today. Consumers want to hold organizations accountable for their actions. This is where PR practitioners come into play. Top-level executives are looking to their PR teams as trusted advisors. We are smart, know the business, and think about what the next move will be before it happens. We are also considering the role of activism in our work. The USC Annenberg Center for Public Relations did a fantastic study on this in their “Trends and Best Practices in Brand Purpose Communication” report and program director Fred Cook hosts the #PRFuture podcast. I think this is an important trend to study and act on as it will make your work stand out in your industry.

Why did you join WWPR, how has the experience been and what advice would you give to someone wanting to join the organization?

I believe communicators have a responsibility to be involved in their community. Our interest can gauge the pulse of a community and use those insights to greatly improve an organization’s Corporate Social Responsibility strategy. Throughout my time as a student and now as a professional, I have always been engaged with organizations focused on empowering students, women, the LGBTQ community, and advocates of the arts. Stepping out of your comfort zone is more attainable with others supporting you.

As a woman in Washington’s public relations community, WWPR seemed like a natural fit. But what drove me to the organization was their commitment to “provide leadership opportunities, professional development, mentorship, and industry networking.” WWPR brings together a unique group of public relations practitioners and encourages us to learn from each other. We have such an impressive group of smart and successful women who want to inspire each other and equip the next generation of PR leaders. If you have any questions about WWPR or would like to reach out to me to learn more, I am always happy to chat.

During this time, was there any hobby you picked up or spent more time doing that you have enjoyed?  

I’ve enjoyed finding time to connect with former colleagues and friends. Between snail mail and FaceTime, I always prioritize staying in touch with my personal “board of directors.” One of my good friends from my PR community in Chicago told me about this idea. What is a personal board of directors? It’s anyone that you consider to be a close friend, former colleague, or trusted mentor that could weigh in on career decisions, professional development, or life advice. I’ve built my board of directors over time, and I hope it will continue to grow. 

What are some of your favorite things to do in the DMV area and how have you adjusted since COVID-19?

Since I don’t have a car, I walk just about everywhere! Washington, D.C. is one of the most walkable cities I’ve lived in. I love visiting the different neighborhoods the DMV area has to offer. Each spot has its own charm and history. My go-to for ideas is always the Washingtonian Magazine’s “Things To Do” and “Neighborhoods” sections. Sometimes I wander without a plan and find the coolest coffee shops and boutiques; and add them to my D.C. bucket list! If it’s a busy day, I can usually clock in over a half marathon in miles. So much to do, so much to see! (All with a mask on, of course).

WWPR Content Committee member, Florence Sumaray had an opportunity to connect with WWPR member, LeAnne DeFrancesco to learn more about her role as Vice President at Vanguard Communications and how she got involved with WWPR.

Tell me a little bit about your background and your current position at Vanguard Communications.  

I was a journalism major at the University of Georgia and after a few jobs in DC, found my way to public relations. I lead Vanguard Communications’ Design and Editorial practice where I contribute to client campaigns, event production, corporate initiatives and business development. Working in a small firm like Vanguard means there is never a dull day! And I love that we focus exclusively on social change communications for some of the country’s most progressive organizations.

How has COVID-19 affected the way your organization functions and your interaction with your clients?

Vanguard got to test the remote work environment waters when our office space underwent a renovation in late 2019. We were back in our spot on K Street for about 6 weeks when the pandemic hit. While it has been hard to be away from co-workers, who are really like family, we were completely prepared to continue to thrive in this teleworking environment. I certainly miss doing the office jigsaw puzzle at lunchtime, but we have gotten really creative with our social activities to stay connected (Zoom trivia, Bingo, Quiplash…we even made a baby book related to travel for one of our colleagues who is due this month!). These activities have helped us maintain our organizational culture and stay healthy mentally. 

From a work standpoint, I don’t think we’ve missed a beat. We are engaging with our clients and providing great customer service using virtual platforms and tools. People are still bringing the same passion and dedication to their jobs every day and the extended time at home seems to be translating into even more productivity, which I didn’t think was possible from our small but mighty team!

How has the PR industry changed in the last five years and what are you doing differently that seems to work in your industry?

Well obviously digital strategies have been transformative. Especially for our small clients, being able to reach audiences even with modest budgets is huge. Video is another area where we have been watching trends and building our internal competencies. We used to have to partner for most video work but now we can do a tremendous amount in-house. And of course Diversity, Equity and Inclusion. Although this has gained traction in recent years, for our firm, it’s always been part of how we approach communications. We take it extremely seriously and lately have seen a major uptick in the number of organizations who need this type of strategic counsel. Personally, I have learned a lot from our DEI experts.

Why did you join WWPR, how has the experience been and what advice would you give to someone wanting to join the organization?   

I joined because I wanted a slightly broader horizon. I wanted to meet people who had other kinds of PR expertise and other types of clients and challenges, and share ideas. Working as part of the Pro Bono Committee has been so gratifying. I have met wonderful women on the committee, and wonderful people in the organizations we support.

During this time, was there any hobby you picked up or spent more time doing that you have enjoyed?  

I learned how to make homemade biscuits! As a southerner, this was huge for me. I got up early on Saturdays for about a month trying different recipes with my daughter, until we settled on a favorite and perfected our technique. (Using a cheese grater for the butter made all the difference.) Now I’m always on the lookout for markets that carry buttermilk. I also did my first Netflix binge: The Umbrella Academy. So good!

What are some of your favorite things to do in the DMV area and how have you adjusted since COVID-19?

A co-worker signed up for a nationwide miles challenge (run, walk, swim, bike) for the month of August and invited us to participate. 19 “Vanguardians” participated as a team and logged nearly 2,000 miles! I’m really proud of that. Now I’m trying to stay in the biking habit because it makes me feel stronger physically, and it helps reduce stress. I also discovered a wonderful author, Yangszee Choo. I read The Night Tiger first and am just digging into The Ghost Bride. Highly recommended for a little escape at the end of a hectic day.

WWPR Content Committee member, Florence Sumaray had an opportunity to connect with WWPR member, Ianthe Metzger to learn more about her role as Deputy Director of Campaign Communications for State & Local Campaigns at EMILY’s List and how she got involved with WWPR.

Tell me about your background and your work with EMILY’s List. Perhaps share how COVID-19 has upended traditional campaign events and the challenges and rewards of generating attention for down-ballot races.

From working to change hearts and minds on marriage equality and LGBTQ protections with the Human Rights Campaign, to my current role at EMILY’s List where I help elect women up and down the ballot, I’ve always been interested in political communications and advocating for a particular issue or candidate through the media.

At EMILY’s List, I work solely with women who are running down-ballot on their media strategies, message development, and media training, and also elevate the work of EMILY’s List’s state and local campaigns team more broadly. While there’s always more focus on the White House and federal races, state and local races are incredibly important. I seriously can’t make that point enough. Our city councils and state legislatures have an enormous impact on our day-to-day lives and are increasingly getting the attention they deserve from voters and the media, given the harmful bills these legislative bodies have passed in recent years and the fact that it’s a redistricting cycle. The women in these offices are just awesome and do a fantastic job!

As with everything, the way we do our work and support our candidates has changed so much over the past few months. Last fall, I was in Virginia doing in-person GOTV events with our organization’s president, Stephanie Schriock and our candidates. We door-knocked in key districts as part of our successful effort to flip the Virginia General Assembly. This cycle is totally different as we work with our candidates on how to reach voters on the virtual campaign trail. Thankfully EMILY’s List was already equipped to help candidates through our robust training center that offers sessions on hosting virtual events, rapid response and crisis management, digital organizing and ads, and so much more.

Many of our endorsed women were already running on a message of expanding access to health care and creating sustainable job opportunities, so we’ve worked with them on how to incorporate COVID-19 into their existing messaging and make clear to voters and to the media that they are best suited to represent their district. It’s timely, it’s authentic, and it’s what reporters are interested in. Also, a lot of our candidates are educators, small business owners, or health care professionals who can speak to the issues that the country is facing firsthand, so we’ve worked hard to elevate their stories in the press. While nothing can replace a face to face conversation at the door, a positive of the virtual campaign trail is being able to easily reach more people all over the state and doing virtual events featuring high profile surrogates, who are typically incredibly busy. They may not have been able to stop by your in-person campaign event in a different city or state, but they can certainly pop into a Zoom townhall for 20 minutes to talk about why you’re a great candidate.

Why did you join WWPR? How has the experience been and what advice would you give to someone wanting to join WWPR?

For anyone who’s on the fence about joining WWPR, you should definitely do it! It’s always been a great community of women, but that’s even more true as we collectively learn how to navigate COVID-19 and write new rules as we go. 

WWPR’s webinars and trainings over the past few months have been invaluable and it’s been great to hear from so many experts on what’s working at their organizations, best practices, and innovative solutions for how to get your message out and breakthrough in a media landscape that continues to become more and more challenging. 

I joined this community because I wanted to connect with a group of like-minded women who were committed to learning from each other and growing in their fields, and I’ve definitely gotten that as a member of WWPR.

How has the PR industry changed in the last five years and what are you doing differently that seems to work in your industry?  

From The Lily to The 19th to The Fuller Project, I’ve loved seeing all the new outlets that have emerged in recent years that target women and focus solely on their stories and experiences at the intersection of politics and policy. I also think that in recent years, organizations have been putting forward more diverse spokespeople and newsrooms are finally beginning to elevate more diverse voices on the air which is critical, long overdue, and a trend that I hope continues. 

Through our work at EMILY’s List, every day we prove that women can win tough races, all across the country and storytelling continues to be a key part of that. It’s clear, not only from the sheer volume of women candidates running this year (a record 584 in Congress alone!) but also by the diversity of these women, that the political environment is ripe for women’s leadership. They all come from different backgrounds and prove that despite conventional wisdom, there’s no one way to be “the woman candidate.” It’s about being brave enough to tell your story authentically and put your name on the ballot.

During this time, was there any hobby you picked up or spent more time doing that you have enjoyed? 

I used to read quite a bit before, but I’ve gone through so many books during quarantine. I’d recommend The Great Alone, Saving Ruby King, and The Last Flight if you’re looking for something to dive into. I’ve also been baking a lot of new treats, most recently cinnamon roll cheesecake, making new cocktails with my husband, and finally getting around to using all the appliances that we got as wedding gifts two years ago! My sisters live in Philadelphia and Milwaukee so we’ve been scheduling virtual workouts that we do together over Google Hangouts. It’s been a really great way to stay connected and something that we probably would not have started doing had it not been for COVID-19, even though we’ve always lived in different cities.

What are some of your favorite things to do in the DMV area and how have you adjusted since COVID-19?

There’s something for everyone in the DMV; it’s my favorite thing about living here. Typically, I love brunching, going to festivals and concerts, and exploring our many museums –– it was devastating when the Newseum closed in December! I will say that I’m definitely more of a homebody so I wasn’t too put out in the first few months of quarantine, but that’s definitely changed as it’s dragged on. 

I live in Pentagon City and used to find all my entertainment in DC proper, but have been making more of an effort to explore my neighborhood and get to know Arlington, which I’ve really enjoyed so far. In the next couple of weeks, we also plan on checking out the drive-in movie theatre at Union Market and heading out to Prince William County for some hiking.

Hear more from Ianthe about her involvement in WWPR and why joining the WWPR community is so valuable, especially as we navigate the new normal of COVID-19: