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Board Member Spotlight: Agatha Aramayo – Executive Director, Foundation for Total Recovery & Independent Consultant

WWPR Board Member, Agatha Aramayo is a dedicated marketing and communications professional with a diverse range of experiences spanning 14 years. From her background in the film industry to her expertise in consulting federal government agencies, Agatha brings a wealth of knowledge and skills to her current position as the executive director of the Foundation for Total Recovery. Utilizing her PR and marketing background, Agatha is passionate about driving the organization’s mission of finding a cure for chronic illnesses caused by brain inflammation. We sat down with Agatha to learn about her professional journey, her perspectives on the PR industry’s latest trends, and her inspiring book recommendations.

Tell me about your background and what drew you to your current position.  

I’ve worked in marketing and communications for 14 years. I’ve also worked in the film industry (I have my B.A. in film and video studies), which always goes hand-in-hand with my work as a communicator. Naturally as a Washingtonian, most of my career entails consulting federal government agencies in the agency world, but I’ve also worked in conferences marketing for a nonprofit membership organization, consulted for large companies, c-suite executives, and have been working independently as a PR and marketing consultant for small businesses and restaurants for many years. 

I’m also currently the executive director of the Foundation for Total Recovery, a nonprofit whose mission is to help find a cure for the 20+million Americans that suffer from chronic illnesses that stem from brain inflammation. The Foundation performs research and hosts conferences to better educate healthcare providers and patients alike so that those that suffer can get better diagnosis, treatment and hopefully achieve full recovery. It is a seemingly left turn from my 14-year resume, but I actually get to utilize my experience in PR and marketing and all the skills  that come with that to this position to take us to the next level. I love boot-strap work where I can be entrepreneurial the most. 

What is the most exciting or rewarding project you’ve done recently or in your overall career?  

In my last position as an account director for a PR firm, I led an executive visibility strategy for a Fortune 500 client that did very well—always a good feeling! We determined what categories of awards we wanted to focus on and which employees and executives to amplify. As you can imagine, there are tons of awards and speaking opportunities out there for any given topic, so I implemented an evaluation process to hone in on the opportunities that offered the best chances for winning and best benefits. We won 19 awards in one year, ranging from sustainability and technology to individual spotlights. Having a tangible “win” definitely helps measure success but most importantly, seeing the client happy and able to celebrate their accomplishments was a great feeling. 

As a board member for WWPR, what have you gained from your experience? 

I love being the content co-chair for WWPR! I’ve learned it truly takes a team to make great things happen. Being able to tap into the talents of different communicators, leaders, writers, and speakers across different industries is invaluable; I feel fortunate to have access to all of these brilliant people in our network and on our board. WWPR creates a community that expands beyond our own organizations and colleagues at work. Just like many others in our community, I tend to take lots of things on and can get overwhelmed (why are we like this?), but it’s great having others to collaborate with and make things fun. 

What PR trends have you seen happening in 2023 and what kind of influence has it had on professionals in the industry?  

The biggest trend I would say is artificial intelligence (AI). There is an AI tool in nearly every digital app we use for work these days, and Chat GPT and others have been huge disruptors to many industries. Of course there is a lot of fear in regards to what that means for job security, but from what I’ve gathered, it can be very helpful when used effectively, especially for our industry. That being said, I’m personally “old school,” so I don’t really use it much. Instead, you will most likely find me with a pack of highlighters and notebooks until they’re gone, but I also realize time is money! 

I tend to take way too long on ideating the perfect opening to communications plans or related work, but using AI to help create a starting point I can edit profusely has saved me hours of time spent staring at the same sentences. 

However, AI emits an egregious amount of greenhouse gasses, so I hope advancements in reducing its carbon footprint can be just as rapidly made as AI itself. Apparently, training just one AI model can emit more than 626,000 pounds of carbon dioxide, which is nearly five times the lifetime emissions of an American car, according to MIT. 

I surmise that using AI sparingly is best, at least for me personally, but hopefully more balance can be achieved as overall technology develops. At least the alarming data makes a good case for us to not lose our jobs to AI. 

Is there any particular book, podcast or influencer you would recommend? How has it impacted your life?  

I recently read, “How to Fail at Almost Everything and Still Win Big: Kind of the Story of My Life” by Scott Adams, the creator of Dilbert, a book I finished feeling very kindred to. In a world where we celebrate success and seek optimal formulas for it, his book celebrates his failures more than anything, which contradicts the norm. I have perfectionist tendencies (meaning I’m further from perfect than most; it’s a misnomer), and as I got older I realized it just isn’t the way. You need to fail and fail often to win. Even if you feel that you “fail” more than others, it’s rewarding because it teaches you more than winning does. I’ve learned to celebrate my fails along with my wins; it thickens your skin and makes for a great story. 

WWPR Inducts 2024 Board of Directors

WASHINGTON, January 4, 2024 –  Washington Women in Public Relations (WWPR), a leading membership group for female communications professionals in Washington D.C., today announced its 2024 Board of Directors. All WWPR members were invited to vote online for the new Board in December 2023. The 2024 Board is as follows:

  • President: Chelsea Echavarria, Curley Company
  • Past President: Zorie Valchev, Novartis
  • Past President: Elynsey Price, Marriott International
  • Vice President: Colleen Gallagher, OnWrd & UpWrd
  • Secretary: Lauren Tyler, Adfero
  • Operations: Karen Naumann, Federal Government Contractor in the National Security Space
  • Treasurer: Aisha Johnson, Former U.S. Securities & Exchange Commission
  • Sponsorship/Partnership Chair: Stephanie Miceli, National Geographic
  • Pro Bono Co-Chair: Alicia Aebersold, American Psychological Association
  • Pro Bono Co-Chair: Kelsey Flora, SK Group
  • Emerging Leaders Co-Chair: Ranata Reeder, Reeder Communications
  • Emerging Leaders Co-Chair: Charmaine Riley, American Beverage
  • Woman of the Year Co-Chair: Emma Gresser, EY
  • Woman of the Year Co-Chair: Tina Anthony, NobleReach Foundation
  • Membership Co-Chair: Suzanne Struglinski, Media Relations by Suzanne
  • Membership Co-Chair: Jordun Lawrence, PayPal
  • Professional Development Co-Chair: Ligia McEvoy, AT&T
  • Professional Development Co-Chair: Katarina Ellison, Burson Cohn & Wolfe (BCW)
  • Diversity, Equity, & Inclusion Chair: Kristal Farmer, Washington Gas
  • Content Co-Chair: Agatha Aramayo, Foundation for Total Recovery
  • Content Co-Chair: Andrea Sok, Sok Influencer PR
  • Design Chair: Kate Keverline, The Carlyle Group
  • Digital Marketing Chair: Derika Crowley, Mission North
  • Social Media Chair: Nicole Frost, Edelman

WWPR has cultivated and inspired female communicators to reach their full potential in the DC market and beyond for more than four decades. The Board of Directors leads the charge and helps the organization to provide leadership opportunities, professional development, mentorship, and industry networking. 

“The 2024 WWPR Board of Directors is made up of outstanding female communicators from diverse sectors of the industry,” stated Chelsea Echavarria, President, WWPR. “We anticipate that their expertise, creativity, and varied perspectives will play a crucial role in steering WWPR toward its next chapter. We look forward to another year of organizational growth, enhancing our value to both members and the broader community.”

Throughout the year, WWPR will continue to host professional development and networking events for female communicators at every stage of their careers, including its two annual signature events: the Emerging Leaders Awards and the Woman of the Year Awards. 

Learn more about WWPR and upcoming events at www.wwpr.org.

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.

For more information contact: info@wwpr.org

Celebrating our 2022-23 Pro Bono Client, New Endeavors by Women

By Anne Thomas, Pro Bono Chair

Another successful pro bono partnership has come to a close. New Endeavors by Women (NEW) was WWPR’s 2022-2023 Pro Bono client. NEW is guided by a mission to partner with homeless women to create new futures. NEW transforms lives by providing housing, fostering the development of life skills, and promoting education and employment to end the cycle of homelessness. They provide a nurturing environment so that women can recognize their worth. 

Over our successful two-year partnership, WWPR provided marketing and communications expertise to support NEW’s mission and improve their overall communication strategy. As part of this partnership, we also wanted to teach NEW’s team about communications best practices and provide them with helpful “how-to” guides to ensure they’d be set up for success upon the conclusion of our partnership.

Some highlights of our partnership include media training and pitching, social media strategy and recommendations, a website audit, and event support. 

WWPR members visited the NEW team during April’s Birthday Celebration. The Birthday Celebrations are an opportunity for you to get to know NEW and the women better and also celebrate women who often go un-celebrated.

Media Training and Pitching

With the support of our pro bono committee, WWPR provided Wanda Steptoe, NEW Executive Director, with media training and best practices for media pitching. Here are just a few of NEW’s earned media during our partnership: 

We also helped NEW develop a media list and walked them through best practices for sending out pitches. 

Social Media Recommendations

After completing a review of NEW’s social media channels, the pro bono committee provided social media recommendations highlighting overall best practices for paid social media and strategies to increase organic followings and engagement. 

Dimetri O’Brien, NEW Communications Manager and Wanda Steptoe, NEW Executive Director at WWPR’s Woman of the Year Awards

Website Audit

The pro bono committee completed an audit of the NEW’s website, reviewing ease of use, design, mobile responsiveness, accessibility, SEO, and brand voice and tone. The NEW communications team was so thankful for our recommendations and they are excited to start implementing the changes on the website. 

Event Support

WWPR provided event support by providing recommendations on marketing events, promoting NEW’s events on WWPR channels, and volunteering at NEW fundraising events. 

Throughout the two-year partnership, WWPR raised over $3000 for NEW through ticket sales, member donations, and during our events. “It’s been a pleasure working with NEW and we can’t wait to watch them continue their success from the sidelines,” said Anne Thomas, WWPR Pro Bono Chair. 

The support of the Pro Bono committee was essential to our successful partnership with NEW. We’re looking forward to our new Pro Bono client kicking off in January. If you are interested in joining the Pro Bono committee, you can sign up here: https://wwpr.org/committees/.  

WASHINGTON WOMEN IN PUBLIC RELATIONS ANNOUNCES 2023 WOMAN OF THE YEAR WINNER

Woman of the Year recognizes the leading women who have been visionaries in our field paving the way for
the future of our profession

Washington, D.C., Oct. 30, 2023 – On Friday, October 27, 2023, Washington Women in Public Relations (WWPR) recognized Alisa Valudes Whyte, CEO and Senior Partner at Merritt Group, as its 2023 Woman of the Year. Established in 1990, the Woman of the Year program recognizes individuals who have raised the bar in the communications field and raised the bar for the future of the profession.

Alisa Valudes Whyte joined Merritt Group in 1997 and helped to build and shape the agency since its founding. She led award-winning campaigns for clients in technology, healthcare and government that leverage the right mix of modern marketing, communications and PR strategies to move their businesses forward. In addition to launching dozens of technology and healthcare start-ups over the years, she also helped to reshape a number of established brands.

In 2019, Alisa was honored with a Silver Award for Female Executive of the Year in the annual Stevie Awards for Women in Business. In 2015 and 2016, she was named a finalist for DC Inno’s “50 on Fire” and, in 2016, a finalist in Women In Technology’s (WIT) Annual Leadership Awards. Alisa is a champion of Merritt Group’s culture, recognized as a “Great Place to Work” by both Washingtonian and Washington Business Journal. She currently serves on the Board of Directors of several organizations, including the Northern Virginia Technology Council, Neighborhood Health, and the Democratic Business Council of Northern Virginia.

Susan Matthews Apgood, Executive Vice President, Client Engagement and Founder of News Generation Inc., and Lori Russo, President of Stanton Communications were also honored and recognized for their achievements. 2023 Emerging Leader honoree Jalisa Washington-Price formally presented the award.

“We are thrilled to name Alisa as WWPR’s 2023 Woman of the Year and honor her impressive background and accomplishments,” said Zorie Valchev, President, WWPR and Elynsey Price, President, WWPR. “WWPR is proud to recognize the achievements of all three finalists- Alisa, Susan and Lori. Their impressive accomplishments, leadership and contributions have made a meaningful impact on our industry and community at-large.”

The Woman of the Year honoree was announced at a luncheon held at The Eaton in Washington, D.C., the signature event’s second return to in-person format since 2019.

The event featured a fireside chat with Emily Teitelbaum, Chief Communications Officer of Libra Group.  Moderated by Gemma Puglisi, 2022 Woman of the Year and Assistant Professor at American University, their conversation highlighted important insights around today’s communications landscape. The event also highlighted WWPR’s commitment to serving the DC-area community with funds raised for the organization’s pro bono client, New Endeavors by Women (NEW), a DC-area non-profit organization that provides supportive services and housing to local women and children.


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 X, formerly Twitter, @WWPR and on Instagram @WWPRDC.

FOR IMMEDIATE RELEASE
Media Contact: Jessica Brown
jessica.brown@wwpr.org

Member Spotlight: Kelsey Nelson, Director of Communications at the National Foster Youth Institute  (NFYI)

Kelsey Nelson is currently the  Director of Communications at the National Foster Youth Institute  (NFYI) and WWPR 2023 Emerging Leader Award Winner in the Non-Profit category

Kelsey Nelson, Director of Communications. National Foster Youth Institute  (NFYI)

Tell me about your background and what drew you to your new position.  

I have worked in a variety of industries, including nonprofits, education, sports, and politics. My background draws from an array of strategic marketing, digital media, communications, and public relations disciplines. I also have a strong background in broadcast media, having worked as an on-air journalist and media lecturer at George Washington University. Essentially, I’m a storyteller, helping to bring purpose and cause to the right audience. Prior to my current role, I worked as the Senior Manager of External Relations for Learning Heroes, where I led a partnerships team and co-led a communications team.

 In April of this year, I began my current role as the Director of Communications for the National Foster Youth Institute, a national youth development nonprofit with offices in Los Angeles and Washington, D.C. I was drawn to this position because I am a huge proponent of using your platform for a purpose. I wanted to be part of the organizational change occurring within the organization to help them achieve an even greater positive impact for current and former foster youth and their families, helping to positively transform the child welfare system.

I also loved the challenge of starting as a one-person communications department with the opportunity to expand, cultivate, and build upon the organization’s current framework.

Previously, I have spoken to foster youth through the DC Child and Family Services Agency as well as worked as a mentor to foster children in DCPS and DC area public charter schools, but I wanted the opportunity to work with foster youth on a larger scale to be able to have more of a direct and positive influence on their growth, journey, and development not just here in the DMV but nationally.

What is the most exciting or rewarding project you’ve done recently or in your overall career?  

Most recently, a project I was very excited to work on with NFYI was our 2023 Congressional Foster Youth Shadow Day program. From June 11–15, the 2023 Congressional Leadership Academy (CLA) class participated in the annual Congressional Foster Youth Shadow Day Experience on Capitol Hill in Washington, D.C. This week-long event, which hosted current and former foster youth from across the country, provided 22 CLA delegates representing 20 states with the chance to directly impact policy and connect with members of Congress. Thirty members of Congress participated in this year’s Shadow Day programming. The week-long event included a congressional town hall, a gala, a congressional awards luncheon honoring members of the 118th Congress, a kickoff and opening session featuring Miss District of Columbia 2023 Cassie Baloue, and a congressional awards luncheon. Throughout the week, CLA participants also participated in a wide variety of workshops.

I’m also very excited to work on our #LostDaysJJ campaign, which will this year highlight the disproportionate number of Black and brown foster youth and their families who get torn apart due to being locked up due to minor drug offenses in the juvenile justice system. This will be the second year our organization runs the #LostDays campaign, and it will be my first time getting to be part of it.

We are also gearing up for the 3rd annual NFYI Virtual 5K, taking place October 6–8. The #NFYI5K is meant to bring awareness to issues and challenges that continue to plague the child welfare system. We have a goal to get individuals from all 50 states and Washington, D.C., to participate with a goal of raising $20,000. For this upcoming race weekend, I also just launched a newly created race ambassador program to highlight the stories of current and former foster youth to help uplift and amplify #FosterYouthVoices.

As an Emerging Leader Award Winner and member of WWPR, what have you gained from your experience? 

First off, let me say I am still so thankful to be named a 2023 Emerging Leader Award winner by WWPR. This accolade was so special to me and one I hold near and dear to my heart. It was an amazing opportunity to be amongst and recognized by some of the best in the industry, as well as to hear an inspiring keynote by Devi Thomas. From this experience, I have had the opportunity to become an official WWPR member, which has given me a great opportunity to further connect with my peers in the communications and public relations space. Attending in-person events and having a chance to support New Endeavors by Women has also been great.

What PR trends do you see happening in 2023 and what kind of influence has it had or will have on professionals in the industry?  

The PR field is always changing, always providing a challenge and new skills to learn, which is why I love working in it. Artificial Intelligence (AI) has taken the field by storm, while always leaving desired questions. How we use AI in a safe and effective way to help digital storytellers has been something I have been learning about to help run effective communications campaigns. Another trend to follow is social responsibility, especially as we continue to dive into a highly contested political election cycle. Some issues will require organizations to have a clear stance to not accept prejudice and bigotry, and publicly declaring that an intolerance of fairness will not be accepted. This trend will increase the need for public statements and op-eds. As trends change, I am excited to be able to lead a conversation with Meltwater on various topics in the industry on September 27th. 

Is there any particular book, podcast or influencer you would recommend? How has it impacted your life?  

The next book to read on my book list is “Belonging: A Daughter’s Search for Identity Through Loss and Love” book by Michelle Miller. I received a copy of the book this year during Essence Fest at the National Urban League’s Women in Harmony Awards. I believe so many of us are influenced by our families and how society views the construct of race. But before I read this book, what has truly captivated me was Coco Gauff’s U.S. Open win. I love quotes!

 “Speaking things into existence is real. I’ve been trying to speak more positively of myself and actually telling myself that I’m a great player.” — Coco Gauff

“The more experience you get being pushed to these limits, the further I guess those limits can go.” — Coco Gauff

Coco’s story of perseverance, following her dream led her to this moment of being a Grand Slam champion, who won her first major at the US Open.

For me, it’s always remembering the journey and knowing that by staying steadfast, working hard, and being consistent, you can achieve anything! Quotes from inspiring figures like Coco Gauff, who has achieved so much at the mere age of 19 as a pro athlete, provide motivation for me daily. She also knows what it is to play from behind and has the mental fortitude, toughness, and emotional maturity to push through any obstacle or battle, which is so important when working in this field. You can always bounce back from a bad day or bad time! Don’t rush your moment.

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