Interview with PPRA's Brodey Award Winner: Rachel Santella

 At PPRA's Annual Meeting, Drexel graduate Rachel Santella was honored with the Dr. Jean Brodey Student Achievement Award. Get to know Rachel a little better in the interview below.

1. What was your reaction to winning the 2011 Dr. Jean Brodey Student Achievement Award?

Knowing how prestigious this award is I was so excited and really surprised.  It was a great ending to my college experience and culminates everything I’ve worked for while at Drexel.

2. How has your experience at PECO helped you with your studies at Drexel?

PECO really helped to exemplify everything I was learning in the classroom.  It added a whole different level of knowledge and experience that I couldn’t have gotten through just a class setting.  Being a full-time co-op and then becoming a part-time intern with PECO for over a year and a half has allowed me to really learn about the company and their communications strategies, so when we were learning about media tactics or dealing with press in class, I was able to compare that to how I saw it done at PECO and the experiences I already had.

3. How are you hoping to use your collegiate experiences to develop into a full-time PR professional?

I’m hoping to take away and apply everything I’ve acquired over the last few years.  I want to use every facet of knowledge I’ve received.  In addition to practices and skills in public relations that I’ve learned, I also gained knowledge and understanding in valuable things like patience and work management, which I know will help me do well moving into a full-time PR position. 

4. What advice can you give students who are working on academic studies, internships, and pre-professional organizations like you did?

Do as much as possible, but be careful not to overdo it.  I’ve always been the type of person that gets involved with a million things at once and then ends up running myself ragged.  When I came to Drexel I knew I wanted to be involved, but wasn’t sure at what level, so I started out small and worked my way into things.  I chose student orgs that I was interested in and used them as a kind of release from school and work, which turned out really well for me and kept me balanced.  

Internships are so vital and I can’t thank Drexel enough for the co-op program. I really lucked out in getting three great co-ops and the chance to meet and work with amazing people.  As a college student, I don’t think we’re always thinking of the future and how competitive and difficult the business world is really going to be.  Internships can give a good glimpse into that world and can set you up for what’s to come.

5. What are you most excited for, post-graduation?

To just be able to do what I enjoy doing everyday. I feel like I was always kind of teased with the co-op program.  I’d always hate the transition back to class right after having worked for six months, which I think made me much more career-focused.  I’m lucky in that I graduated knowing what I want to do. 

I’m also very excited to be done with 15 page papers and all-nighters that’s for sure!

6. How are you hoping to get more involved with PPRA?
I want to learn as much as I can about the organization right now and want to get more and more involved as my knowledge grows.  I look forward to a long and fun future with the PPRA.

This interview was coordinated by Melissa Marsili.  Melissa is a 2010 Temple University graduate now working in marketing at a non-profit organization in Center City, Philadelphia.  As Newsletter Chair for PPRA, Melissa works to gather interesting and helpful information for the monthly newsletter.  You can find Melissa on Twitter or on LinkedIn.

Interview with PPRA's Fast Track Award Winner: Darren M. Behuniak

Congratulations to Darren M. Behuniak, 29, director, marketing and communications for the Devon International Group! Darren was recently awarded the Fast-Track award from the Philadelphia Public Relations Association (PPRA). He was nominated for this award by Christopher Lukach, who works for Anne Klein Communications Group, LLC in Mount Laurel, N.J., and who is incoming president for PPRA.

The PPRA Fast-Track award honors a member of PPRA who has made great contributions to the organization, profession, the community and who exemplifies PPRA’s vision for the future. The nominee has been in their profession for 5-8 years and receives a commemorative plaque. Below you will find some more information on Darren.

1. What is your current job? Tell me a little bit about that.

My title is director of marketing and communications for a group of corporate companies, but I feel more like an agency director.

I work for the Devon International Group, which is a multinational group of six companies in King of Prussia that span healthcare, IT, and international business. Our U.S. headquarters are in King of Prussia and we have offices around the world, including a major base in Shanghai.

I lead a department that is responsible for public relations, marketing, web presence, advertising and branding programs for all of the companies. We operate like an agency within a corporate environment, as we support our own “clients” and their respective goals.

I routinely meet with our founder, the companies’ presidents, and sales executives to shape business strategies and ensure that our messages are communicated effectively to all audiences.

It’s been an unbelievable experience to work in health insurance, computer hardware and software, medical devices, and other industries. And I have been lucky to work with a fantastic staff skilled in public relations, marketing, web design, and graphic design that works so well together.

2. Where did you attend school?

I attended La Salle University in Philadelphia and earned a B.A. in Communication, with concentrations in public relations and mass media writing. Go Explorers.

3. Where are you from? Where do you reside now?

I am originally from upstate New York, near Saratoga. I currently live in Oaks, PA, but will be buying a house in the Conshohocken/Plymouth Meeting area. Soon. Very soon. Hopefully.

4.  What is your biggest challenge/opportunity at work?

I have had the unique opportunity to work alongside senior business, financial, and legal executives at a young age. Exposure to these seasoned business vets is invaluable, and having access to these leaders has helped me align our communications efforts more closely with business strategies. That is why it is so important that PR folks continue to serve in decision-making roles at their company or organization.

Regarding challenges, I think the biggest is “bandwidth” – but I hate that business term, so I’ll say “resources.” PR pros where many different hats – media/community/investor relations, social media efforts, event planning, fund raising, writing/editing, marketing, sales, etc. – so prioritizing and accomplishing goals can seem overwhelming at times.

The ability to communicate is very powerful, but with this expertise comes a self-imposed responsibility, I’ve found, to make sure everything is done “properly.” You need to delegate – if you have the resources – and pick and choose your internal and external battles wisely.

5. What is your favorite part about your job?

Getting a pizza or having a “liquid-fueled” brainstorming meeting with my staff after work hours. There are some fantastic ideas that come from not having an agenda, sitting in a room together, and just throwing ideas out there. Nothing should be off the table, because sometimes the wackiest, most inappropriate ideas can lead do something feasible, brilliant, and effective.

6. What is your dream job?

Playing golf on the PGA Tour. Or, playing second base for the Phillies or Boston Red Sox. Or, being the owner of a successful public relations/media relations/online marketing agency.

7.  What advice would you give other PR folks? Or those entering the field?

Meet as many people as possible. It sounds cliché, but clichés are started for a reason. The more people you know and network with (and PPRA is great for this) the more valuable you become.

Another tip: If at all possible, check email once every hour or two. For many PR folks checking email every time the red light blinks on your Blackberry or a notice comes up on your computer can be a time waster.
Professionals in crisis communications – and maybe some agencies – may not be able to get away with this, but I’ve found that email influx can be very distracting. 99% of your emails are not urgent – focus on your work first, and you may have a more calm and productive day.

8. I understand you are engaged. Where did you meet your fiancé?

My fiancé and I met through a friend. More specifically, we met through a woman that I hired – the first professional hire of my career. I’m glad I didn’t hire the other person. 

9. What are your future goals?

I would ideally like to have my own digital agency, to start. There’s a window for the next five to ten years to really help business combine PR and marketing skills to drive sales, cause awareness, etc. online. After that I think the younger generations will easily and fundamentally take online business light years beyond where we’re at even today.

And like everyone, I’m trying to think of the next Facebook or Twitter. However, I have a suspicion that niche social sites – as opposed to having everyone know everyone’s business – will be more popular in the future.  I think people will want their information out there less in years to come, so capitalizing on this anticipation is a goal.

This interview was conducted by Meg Boyd. Meg Boyd is currently a communications specialist for Catholic Health East, a $6B geographically dispersed, multi-unit, Catholic healthcare organization that serves ministries in 11 states. Here she delivers effective communications for both internal and external audiences in a wide range of mediums in the corporate office.

She is also a freelance writer for Main Line Today magazine and volunteers for many community organizations including the Women’s Resource Center, Good Works, Inc., and Chemo Clothes. She is chair, communications and marketing for the Villanova University Alumni Association, Greater Philadelphia Chapter and is a member of both PRSA and PPRA currently working with the PPRA Proactive Program in assisting Rock to the Future with their public relations efforts.

She earned a M.A., in strategic communication from Villanova University and a B.A., in communication from the University of Dayton, Dayton, Ohio.

A Healthy Future Within Reach

Along with being the principal of Brownstone PR, I am also the VP of Development for Stars Within Reach – a nonprofit organization that takes individuals in the entertainment, sports, and political sector, corporations, and organizations and partners them with charitable causes, to provide tangible solutions to some of our most prevalent societal issues.  Annually, the organization embraces 12 causes – one for each month – and implements a multimedia effort to raise awareness and dollars for support.

The organization’s platform is a PR dream, as each campaign is comprised of a community relations effort, but also allows for creative social media implementation, strategic marketing, and unique partnership opportunities that allow for increased (and ongoing) media results. 

Take the organization’s ‘A Healthy Future Within Reach’ initiative.

Mayor Michael Nutter, Congressman Chaka Fattah, Senator Larry Farnese, 76er Lou Williams, Eagles tight end Cornelius Ingram, Girard College president Autumn Adkins Graves, Health Partners, The Food Trust, and more joined Stars Within Reach and the Point Breeze Performing Arts Center to launch ‘A Healthy Future Within Reach’ – an interactive, multimedia campaign to raise awareness for childhood obesity and the lack of healthy eating options in the Philadelphia community of Point Breeze, and to turn the vacant lot at 1622-1648 Point Breeze Avenue into a healthy food source for 100+ families living in the area.

Via weekly PSAs and blogs on the Stars Within Reach website, ‘A Healthy Future Within Reach’ featured such footage as Mayor Nutter discussing the importance of eating healthy, Congressman Fattah and Eagles tight end Ingram promoting regular exercise and activity, Senator Farnese speaking on the lasting effects of an unhealthy lifestyle, and Point Breeze resident Abdul Brown, 13, talking about life with Type I Diabetes.

When crafting the campaign, we understood the importance of getting notable figures on board to assist us in communicating the effort’s message. In order to draw individuals to the Stars Within Reach website to view the videos – and in turn, donate to the effort – we had to get individuals who folks knew and who they were interested in hearing speak.  What’s more, as part of their participation, we knew the notables would post the video they were featured in on their highly trafficked websites, along with including the video on their social media networks.

Media interest was instant, primarily for two reasons: (1) the issue of childhood obesity and lack of healthy eating options in urban areas being such a hot topic (thanks in part to our first lady, Michelle Obama!) and (2) Point Breeze being the location for the initiative, as the community has experienced ongoing revitalization efforts over the last 2-3 years.  Having the notable figures on board for the initiative provided a little more ‘shine’, as the average viewer or reader will listen to just about anything if it’s coming from someone like the Mayor or a 76er star player!

Broadcast, print and online media placements resulted in immediate hits on the Stars Within Reach website, and 25% of fundraising secured.

When it came to incorporating social media, Facebook was used by our notable participants to promote their PSAs, while Stars Within Reach focused primarily on Twitter and YouTube. Each video was able to go viral as we utilized the Stars Within Reach YouTube channel to assist in promotion.  On Twitter, we developed the hashtag #AHealthyFuture, and had each of our notable participants tweeting on the day that their video was posted on the Stars Within Reach site, and for the remainder of the month. Between the 7 notables on Twitter – and some of our media/marketing partners - there are 139,572 unique followers in total. 

Social media efforts resulted in a 110% increase of daily visitors to the Stars Within Reach site, and 30% of fundraising secured.

The uniqueness of the effort attracted the support of Walmart. The company has come on board as the Title Sponsor for the initiative, having committed to matching each donation, dollar for dollar, up to $40,000. What’s more, thanks to media and social media efforts, The Lomax Foundation has come on board as a Major Sponsor, and Whole Foods on South Street will host a 5% day for the ‘A Healthy Future Initiative’ on Tuesday, June 28 – with 5% of the day’s sales going to support the effort.

Public relations is not just securing media placements; rather, it’s a strategic and cohesive effort that encompasses a multitude of platforms to creatively communicate one message and yield positive results. I believe ‘A Healthy Future Within Reach’ does just that, and more!

This blog post was written by Megan R. Smith. Megan R. Smith is the founder and president of Brownstone PR, a Philadelphia-based media and public relations agency serving individuals and companies in the areas of technology, finance, hospitality, lifestyle/entertainment, and sports.

President's Perspective: A Look Back At The Year

My favorite part of the 2011 PPRA Annual Meeting – besides our esteemed speakers – was the opportunity I had to look back and review the year.

We started a mentorship program that pairs professionals with less than 10 years in the profession with more experienced practioners that many of you are helping to make a success.

We continued to offer programming that meets the needs of our members. Feedback from events early in the year indicated you wanted to hear from experts on some of the trickier social media issues. So, we brought in experts from up and down the East Coast to share their insights. We also responded to your need for more information on crisis communications by stacking a panel of experts from around the city who have handled some of the region's major crises. In other events, we brought in editors from Time and People, leadership of the Inquirer and Fox-29, and the cities top non-profit leaders.

Part of the fun at PPRA is recognizing leaders who understand the value of public relations for their company or organization. This year we had the opportunity to honor Dr. Amy Gutmann, president of the University of Pennsylvania, with our Gold Medal award. Later in the year, we were honored to induct Matt Cabrey, senior director of communications at Shire Pharmaceuticals, into our Hall of Fame.

In order to recruit members, we launched a 'member-get-a-member' effort that has helped add new people to our group. We also added this blog – which if you don't know already, as a member, you can submit posts to add to your portfolio. We tweet on Twitter and post on Facebook daily, which takes a lot of effort by some of our most active members.

In conjunction with Temple University, we also officially launched the archives of PPRA, a multi-year effort to solidify the legacy of our organization and of our members.

Most importantly, we take time to give back to those who are in need of help. Our pro bono program, Philly Proactive, provided promotional services to Girls, Inc. and Rock to the Future. Members also participated in the annual Philly Clean-up Day.

Many thanks to the great members of the Board of Governors! Without them this hard work could not have been accomplished.

PPRA Board of Governors, 2011-2012

Kera L. Armstrong
Meredith Z. Avakian
Ashley Berke
Lisette Bralow
David W. Brown
Matthew Cabrey
Michael Cavacini
Danielle Cohn
Eric Cortes
Bill Cowen
Catherine Engel
Farrah Farnese
Sharla Feldscher
Jill Flanagan
Bonnie L. Grant
Sylvia Kauders
Jessica Lawlor
Christopher Lukach, APR
Melissa Marsili
Silvana Pop
Larry D. Rubin
Megan R. Smith
Bonnie Squires
Mark A. Tarasiewicz
Meredith Wertz
Caryn Williams

This blog post was written by PPRA President Beth Archer.  Beth is a Senior Account Manager at Anne Klein Communications Group in Mount Laurel, N.J., where she works with clients in the utility, healthcare and higher education industries.  She had her first internship when clips where still clipped out of a newspaper. Connect with Beth on Twitter or LinkedIn.

Congratulations to PPRA's new Board of Directors

At last week's Annual Meeting, PPRA's 2011-2012 Board of Directors was officially announced. Congratulations to the new board! Stay tuned later this summer for blog posts from the new board about the exciting plans in store for next year.

President
Christopher Lukach
Anne Klein Communications Group, LLC
(assumes position as outlined in the PPRA Bylaws)

President-Elect
Kera Armstrong
Ceisler Media & Issue Advocacy
 
Vice President for External Affairs
Bonnie Grant
Philadelphia Convention & Visitors Bureau
 
Vice President for Programs
Meredith Avakian
DuPont Co.
 
Vice President for Membership
Ashley Berke
National Constitution Center
 
Vice President for Communications
Jill Flanagan
Villanova University
 
Secretary
Michael Cavacini
The Star Group   

Treasurer
Caryn Williams 

Comcast Cable Communications, Inc.

 
Directors
Lisette Bralow
Philadelphia Folksong Society
(Term expires June 2012)

Eric Cortes 

WWSI Telemundo Philadelphia

(Term expires June 2013) 

Darren Behuniak
Devon International Group
(Term expires June 2014)  

Immediate Past President (Chair)
Beth Archer 
Anne Klein Communications Group, LLC
(assumes position as outlined in the PPRA Bylaws)

PPRA Annual Meeting: Meet the Mayor

Every year, PPRA members look forward to the organization's final event of the year, the Annual Meeting. This highly-attended event draws some of Philadelphia's finest public relations professionals to network, listen to speakers, honor award winners and vote on PPRA's new board of directors.

Mayor Nutter speaking at PPRA's Annual Meeting

This year's Annual Meeting theme was Meet the Mayor. Attendees had the opportunity to listen to Mayor Nutter, his Chief Spokesperson Mark McDonald and his Director of Communications Desiree Peterkin Bell.

McDonald spoke about how he spends much of his time writing speeches and speaking with the media on behalf of Mayor Nutter. Since McDonald came from a journalism background, he feels that he is able to better understand the media's wants and needs when it comes to building a story.

A few minutes later, Peterkin Bell took to the podium. Impressive fun fact about Peterkin Bell: she has worked for four mayors in her career, including working for Mayor Bloomberg in the years after 9/11. Peterkin Bell then took the opportunity to explain her role in the administration as compared to McDonald. She explained that McDonald is truly the voice of the mayor, while her role as Director of Communications involves overseeing strategy for the entire administration.

Peterkin Bell received applause when she said that PR/communication professionals need to be at the table when decisions are being made in their companies. She also added that PR professionals should be involved in the implementation of those decisions from the very beginning. As PR and communication pros, this is certainly something we can all cheer for!

After hearing from McDonald and Peterkin Bell, President Beth Archer presented the PPRA archives to a

Cathy Engle, Dr. Jean Brodey and Brodey Award Winner Rachel Santella

representative from the Temple University Library. Next, Archer turned the microphone over to Jill Flanagan who thanked the Philly PRoactive teams who offered pro bono PR services to two Philadelphia non-profits: Rock to the Future and Girls, Inc.

Shortly following, Archer presented two PPRA awards. The Dr. Jean Brodey Student Achievement Award went to Drexel University student Rachel Santella. The PPRA Fast Track Award went to Darren Behuniak. Stay tuned to the blog later this month for interviews with both award winners!

PPRA's 2011-2012 Board of Directors

Finally, the PPRA membership voted for PPRA's 2011-2012 Board of Directors. Congratulations to the new Board!

Between multiple useful events, launching a blog, developing a mentorship program and providing several opportunities for members to continue advancing their careers, PPRA certainly had an incredible year.

Since this was the last PPRA event of the year, please share your favorite PPRA member in the comments. 

*Photo credits: Bonnie Squires

This blog post was written by Jessica Lawlor. Jessica currently works on the public affairs team at Cancer Treatment Centers of America in Philadelphia. She serves as PPRA's social media chair and blog editor.

Media Relations: Pitching to Win

Public relations firms are always looking for the freshest angle to get our clients in the best media outlets. If there’s one thing I’ve learned since I started in this industry, though, it’s that sending out a blanket email to the media while pitching, even if it’s a great story, won’t produce results.  I’ve had plenty of reporters never respond to my messages or emails, rush me off the phone or respond to me like I’m secretly trying to get them to hand over credit card numbers.  Not because I didn’t have a good angle, but because I didn’t package the information how they like it.

There is no fool-proof formula that will work for all media.  However, I’d like to share a few simple steps I’ve picked up from my own discussions with reporters that can increase you chances at a winning pitch:

Research Your Target

Reporters often have very specific beats beyond just business, technology, or healthcare.  They may only be interested in stories about small businesses with a diversity angle, cloud computing technologies, or biomedical research.  These beat writers find it extremely annoying to receive emails that are off-topic, but it is easy to avoid.  The easiest way to know if your target reporter is a good fit for a pitch is to actually read his or her past work.  Doing your homework on a reporter is also a great way to see how you can tailor your current pitch copy to match a trend that he has already covered.

Don’t Make Contacts. Build Relationships.

I’ve been to several media panels during which editors have stressed the importance of building a rapport with their writers, even suggesting coffee or lunch appointments to introduce yourself and ask questions.  This may seem intimidating at first, but the relationship you seek to build is a two-way street.  PR professionals need reporters to take interest in their clients, and reporters need interesting stories to engage their readers.  They need us as much as we need them!  Since you’ve already done your research, use that initial knowledge to engage in a mutual conversation about what you want to place and what the reporter wants to write. 

Know When “No” Means “No”

Another of the biggest qualms the media has with PR pros is our persistence in follow up. It is certainly important to check on the status of a pitch, especially with key targets for your client.  However, calling every day and sending eight emails for the same pitch will get you nowhere.  You have to respect that sometimes reporters don’t need or want the information we have to offer, whether it’s an issue of timing or disinterest.  In backing off gracefully, you safe yourself the possibility of ending up on a permanent block list.       

   

Incorporate these steps into your pitch routine and get ready for the placements to be rolling off the presses. 

         

This blog post was written by Christine Guerrini. Christine Guerrini is a member of the public relations team at Tierney agency in Center City Philadelphia. A Villanova grad, Christine specializes in media relations, social media and research. She has worked with clients in a variety of fields, including consumer, non-profit, and B2B. Outside of work, Christine is an avid fan of the Arts, whether exploring museums or sitting down with a novel. Connect with Christine on Twitter (@CMGuerrini) or at http://www.linkedin.com/in/christineguerrini .  

Have you registered for PPRA's Annual Meeting yet?

Join us at the beautiful Stotesbury Mansion in Rittenhouse Square as we celebrate another successful year of PPRA! It's not too late to register!

Our special guest speaker will be Mayor Michael A. Nutter, who will be accompanied by his Chief Spokesperson Mark McDonald and his Director of Communications Desiree Peterkin Bell. We’ll hear directly from the Mayor and his staff about lessons learned over the past three years and the value of public relations in running the city. We also will get a glimpse into his plans to maximize opportunities in the future.

In addition, we will honor our Fast Track and Dr. Jean Brodey award winners, say thank you to our outgoing president Beth Archer, and induct our incoming president Chris Lukach and PPRA's 2011-12 Board of Directors. It’s a celebration you won’t want to miss!

Date:
Wednesday, June 15, 2011

Time:
5:30 PM – 6:30 PM Registration/Networking Cocktail Reception
6:30 PM – 7:30 PM Program

Location:
Stotesbury Mansion
1923 Walnut Street
Philadelphia, PA 19103

Registration Fees:
$45 for PPRA Members
$60 for Non-Members
$25 for Students
$5 additional fee for walk-ins 

Want to register? Click here and visit the PPRA event registration page.