Tag: Member Stories

Introduce yourself
I’m Liselle Yorke, senior PR manager at Population Research Bureau (PRB). I spend my days helping demographers, global health specialists and researchers explain why and how data and research findings can change people’s everyday lives.

Tell us about why you joined WWPR
I’m surrounded by academics so rejoining WWPR was a way to keep my creative juices flowing and learn from others trying to navigate our “new normal”. I really enjoyed our March 10 professional development book talk. Hearing what others were reading and getting different perspectives on our main themes of vulnerability, making space for others, and building relationships was really insightful for me.

What do you love about PR and your specific role?
I view myself as a storyteller. In my current role that means explaining the impact of population trends to different audiences and working with researchers to package and share their findings in formats that can be understood and acted on by policymakers, advocates and communities.

One memorable campaign is the launch of a February 2020 report on the risk of undercounting young children (under the age of 5) in the 2020 Census and the potential impact of underfunding of communities, especially areas that need these resources. We faced a huge challenge because we had to launch it during the same week as the U.S. Senate’s vote on impeaching then President Trump and the National Prayer Breakfast. Our advantage was that the issue had staying power beyond those events and we were able to garner coverage in the ensuing weeks, including interviews on WABE (NPR Atlanta affiliate) and an expansive piece in NJ.com.

During the pandemic, journalists have been citing our data on aging and global population trends in pieces looking at the impact of the virus on different populations. Many have either tapped into articles and data we’ve already published, or they’ve asked us to provide specific data for their stories. There has been less interest in the areas that don’t directly relate to the pandemic so we’re experimenting with different ways to tell those stories.

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

The changes over the last five years are in many ways an acceleration of trends we’ve seen coming for some time, notably more strategic use of digital and social media as newsrooms shrink and our “audiences” become more active information consumers. I moved from international development to research/academia in 2019 and in this space, data journalism is key. In our work at PRB, we’re trying to present data and research findings differently (visualizations, newsier articles, blogs, social media graphics) to help readers connect the dots to everyday life.

During this time, was there any hobby you picked up or spent more time doing that you have enjoyed?
Overdrive and my local public libraries have become my best friends! I now listen to at least two audiobooks each week, usually mysteries (I highly recommend Louise Penny, Ann Cleeves, and Ngaio Marsh). I’ve also started listening to a lot more podcasts that cover pop culture, news, and personal development. 

What are some of your favorite things to do in the DMV area and how have you adjusted since Covid-19?
My teen daughter and I like taking road trips. With both of us working/learning from home, mini trips have become our way to get out while staying safe. We simply pick a street and then go wherever it takes us. Just last week we discovered that Georgia Ave (Rte 97) takes you from Washington, D.C. through Montgomery, Howard and Carroll counties in Maryland.

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

If you want to be in a place where you can learn, grow and thrive with like-minded PR professionals, WWPR is the place for you.

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.