Likes, Retweets, and Links: Measuring PR Value in Social Media

As public relations professionals, we constantly need to prove our worth to clients through both quantitative and qualitative means.  For many years, this meant providing ad equivalencies to give the appearance of a dollar value for media coverage, even though the numbers are not truly comparable.  We’ve rid ourselves of this antiquated system, but social media now poses an even greater question of how to measure PR value.  Can you assign a price to Facebook “likes”?  Is every retweet worth the same amount, or do some carry more weight than others? 

On April 18, PPRA held a lively discussion on social media ROI in today’s media-laden communications landscape.  Including non-profit and in-house pros as well as PR agency experts, our panel shared diverse perspectives about measuring value in the digital sphere.   Check out some of their key takeaways:

Rebecca Morley, Vice President, Devine + Partners

• There is no one size fits all ROI for social media.  It could be qualitative, quantitative or a mix of both.  It depends on your goals. 
• Utilize social media monitoring tools, like Radian6 and Hootsuite, to collect data and create visual materials to explain value to clients.   
• Recognize the limitations of social media and the need to invest time in it.  You may post a tweet but half of your users won’t see it if they aren’t online. 

 

Kwan Morrow, Social Networking Manager, GregoryFCA

• Social media is happening with or without you, so it’s better to build a plan to engage and guide the conversation than play catch up later.
• Consider breaking down social media measurement by macro (overall client business objectives) and micro (use of platform, how many comments or likes generated).
• Take advantage of social media conversations and sentiment research to inform the development of additional PR tactics for clients.

Yvette Nunez, VP of Fundraising & External Affairs, Congreso de Latinos Unidos

• For nonprofits, social media is a great way to get feedback on programs and services without sending out formal surveys.
• Identify the key audience for each social media outlet to get the results you want.  Congreso uses Facebook to gain ‘street cred’ with people using their services, but uses Twitter to engage donors. 
• Measuring the number of followers or likes is important, but who those followers or fans are is even more important.  Getting a retweet from someone like the Mayor is an endorsement worth far more than analytics can measure for a nonprofit. 

Farra D’Orazio, Director of PR, Four Seasons Hotel Philadelphia

• Social media content is not just the responsibility of PR professionals.  Other departments must provide relevant information to increase the benefit to fans and followers. 
• Posting content just for the sake of posting doesn’t add value.  Make every piece of content serve a purpose.
• Social media is one of the greatest forms of “word of mouth” endorsements.  If someone posts a picture of our restaurant’s food with a great review, it means more than a pretty picture in a magazine. 

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, events, and research. She has worked with clients in a variety of fields, including consumer, non-profit, and B2B. In her free time, Christine arranges music and sings with the a cappella group "The Graduates." Connect with Christine on Twitter (@CMGuerrini) or at http://www.linkedin.com/in/christineguerrini . 

Event Recap: Career 101

Last month more than 120 college students and young professionals attended the annual Career 101 program. The program was held at Drexel University and offered those pursuing a career in the field of public relations a chance to get tips for the experts!

The following were part of the dynamic panel led by moderator Lori Doyle, Senior Vice President of Communications at Drexel University.

• Mary Beth Casey, Corporate Communications, Comcast 
• Rob Zeiger, Senior Vice President of Communications, Philadelphia Eagles 
• Megan Smith, President, Brownstone PR 
• Lauren Tosti, Marketing Manager: Communications/Interactive, Sesame Place

All of the panelists offered useful advice for the attendees. They gave tips for how to score an interview and also provided insight about how they can turn an internship into a full time job.

Top five tips from panelists: 

1.    Proofread your resume and cover letter several times

2.    Always wear a suit to an interview

3.    Send a thank you after every interview

4.    Go above and beyond the job description of an internship

5.    Graduate school is not for everyone; think it through to determine if it’s right for you.

This blog post was written by Nina Scimenes. She has been an active PPRA member since 2005 and is currently Co-chair of PPRA’s Educational Programs. After graduating from Cabrini College with a Communications degree in 2006 Nina went on to do PR at various organizations and she is now Marketing Coordinator at AMResorts. Nina has also been a PR Consultant for Rock to the Future, a local non-profit that is benefiting from pro-bono PR from PPRA members. When she is not immersed in PR work she is blogging on her new blog, Always a Brunette, and training for her next triathlon. Last year she completed her first triathlon in Philadelphia and is brave enough to go back from more including a swim in the Schuylkill River.

Event Recap: Leap Into Social Media

On Wednesday, February 29, Aimee Cirucci, Eric Cortes and Jessica Lawlor presented Leap into Social Media with Gen Y, a program for senior level PPRA members. 

The goal of the panel was to provide social media pointers that the senior level members could implement immediately and at little or no cost as well as share knowledge and answer questions. The discussion touched on many social media issues including how much to share, how to respond to negative comments and the best ways to utilize new tools such as Pinterest. 

The social media tips and tricks shared by the panel included:

• Make sure your profile and fan page have a short, custom URL (e.g., www.facebook.com/philabar). Customize your URL by visiting www.facebook.com/username.
• For apps (such as making your YouTube channel a tab on your FB page) check our Involver at involver.com.
• Check out www.pagemodo.com to customize and design your Facebook page.
• Design a customizable Twitter background for your page.
• Draft a social media policy and link to it from all your social media profiles.
• Include feeds from Facebook/Twitter on your website.
• Post links to your Facebook albums on Twitter and LinkedIn to further integrate all of your social media pages.
• Sites like Hootsuite and Tweetdeck allow you to streamline all of your social media accounts.  They make it easy to schedule messages when you will be out of the office, and to track user engagement with your posts.
• Be sure to seek out hashtags that your target audiences are following and using in their tweets.

Event Recap: Veteran Media Panel Shares Insights on Pitching Broadcast

Last week, a crowd gathered at Del Frisco’s Double Eagle Steakhouse in Center City for our sold out “Scoring Air Time with Philadelphia’s Major Broadcast Outlets” media panel.  This is always one of PPRA’s most popular events, but we were especially thrilled to have some of the biggest names in broadcast join us this year, including Christopher Blackman and Terry Ruggles (NBC 10), Jeff Kolakowski (CBS 3), Marilyn Russell (BEN-FM), Loraine Ballard Morrill (Clear Channel Radio), and Clara Rivas (WWSI Telemundo Philadelphia). 

 

 

Between bites of chocolate mousse and plenty of laughs, the audience learned key takeaways such as:

 

• Ask media their preferred method of contact.  With so many ways to connect with the media, which one’s a PR pro to choose?  Simple: just ask!  Marilyn Russell is barely ever by her phone, but Loraine Ballard Morrill likes to have verbal contact. Twitter gave Jeff Kolakowski a lead for a recent interview.  And faxing?  Chris Blackman says it’s the last thing the newsroom will ever check.  Understanding how a reporter gathers content will increase your chances of catching his eye – or ear.  

 

• Broadcast loves a good human interest angle.  Much of the news surrounding weather, crime, and traffic can sound the same these days. Take your pitch one step further than explaining the facts; instead, paint a picture of the story. What is a company doing to help the community during unusually heavy snow?  When a shooting takes place in the city, can your client speak to why people turn to violence rather than calmly talking out their problems?  If you can find a new way to explain what is happening with these and other trends, broadcast media will love it. 

 

• Be persistent:  We’re often discouraged from following up too much with the media for fear of being labeled a pest.  But newsrooms across the board are working with skeleton staffs, and reporters are still trying to sort through hundreds of emails a day on top of their other duties.  Don’t be afraid to follow up (within reason!) when you know you have a really great story to share.  The reporter just may not have gotten far enough down his or her inbox to see your pitch.  Even Terry Ruggles revealed that the people he developed the best working relationships with had been a ‘nudge’ over the years.” 

 

• It’s okay to pitch multiple people at a station: The audience was a little skeptical at first, but our panel confirmed that pitching multiple reporters at the same outlet is to your benefit.  They actually fight over the chance to cover most compelling stories in the morning news meetings!  However, this doesn’t mean you can send everyone the same email; you’ll still need to cater the pitch for each reporter’s specific beat.  Your changes will increase even more if you can tie it to a story the station recently covered.             

 

• Make your name known:  We can’t say it enough – relationships are everything in our business.  That’s why our media panels are so popular.  They give you the opportunity to put a face to the name behind the phone calls and emails.  From there, you’ll want to “wow” your media contact with a great idea and smooth interview process.  If you prove that you’re on top of things, the media will associate your name with their next great story.   

 

For all the inside scoop, you can download a full podcast of the event here. Or, connect with the @PPRA Twitter handle and our #PitchingBroadcast hashtag for more insights.    

 

Our panel made the news!  Check out this clip from NBC 10: http://www.youtube.com/watch?v=-QpKB_DDJdY&feature=youtu.be

 

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, events, 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 . 

Recap: Benefits of Blogging for Business

By Caitlyn Donchak

At the PPRA “Benefits of Blogging for Business” held in late January, the fast growing trend of blogging was discussed. Moderated by Jeffrey J. Belonger, the founder and president of www.MyPhillyAlive.com, the panel discussion gave firsthand information on the field of blogging from varying viewpoints. From aspiring PR students like myself, to beginner bloggers, and even the most seasoned blog writers, there was useful information to be learned at all levels. Throughout the course of the night, several key themes emerged as necessary fundamentals for the success of any blog. These are some of the best tips that were discussed at the panel event and that I believe are crucial to keep in mind when starting or maintaining any blog.

1.    “Content is King”: As stated by panelist Allison Stadd of uwishunu Philadelphia tourism blog, the content of a blog is what initially brings in the readers and then keeps them coming back. As re-stated by panelist Amanda Walsh of Furia Rubel Communications, it is important to have interesting and relevant the content to ensure you keep your readership engaged.

2.    Know your followers: Panelist Stefan Frank of Constitution Daily blog pushed the importance of knowing who your followers are; therefore you can provide information that is appropriate and interesting to them. There is a lot of preparation that goes into making a blog, stated panelist Jessica Sharp of Maven Communications, so you need to ensure that you will at least have the initial support of your pre-established followers.

3.    Keep an open mind: When it comes to the content of your blog, there will always be people who disagree or challenge your stance. Use any negative comments or disagreements as a way to build and grow as a voice and brand. Work with all the commentary of the public – don’t just ignore it. As Stefan Frank explained, use the commentary as a chance to show that you listen to the people and work to fix any issues.

Each panelist agreed that blogging is a creative and effective way to get in touch with the public. Using this knowledge can help people create and maintain successful blogs themselves. 

Caitlyn Donchak is a freshman at Drexel University studying Public Relations. She is originally from East Windsor, New Jersey, but currently resides in Philadelphia.

Recap - Penn State Matters: A Roundtable Discussion with PR Pros in Higher Education

In this roundtable breakfast discussion, more than 20 attendees met for an open and honest discussion about reputation management in higher education answering the question, “Can Sandusky happen to any of us?”  Moderated by Chris Lukach, PPRA president and crisis communications firm co-owner and COO, the discussion touched on topics including: sexual impropriety, plausible deniability and re-branding. 

“Penn State’s education message is buried under shoulder pads.” said panelist Dan Cirucci, a lecturer on corporate communications at Penn State Abington.  “To come out from under this mess, the communications team needs to highlight the school’s commitment to higher education.” 

Panelist Paul Healy of the University of the Arts stressed the importance of preparing for a crisis such as the one Penn State is facing.  “You can invest years of marketing and millions of dollars to build a brand and it only takes one crises to undo all that work.” He continued, “You need to have a crisis plan in place before the crisis hits to minimize damage.”

“Reputation management is tough – and no one is safe from it,” said panelist Brian Kirschner of the University of the Sciences in Philadelphia.  Once the director of communications for the 76ers, he knows this well.  “Reputation crises like this are not exclusive to higher education.  They happen in sports, with consumer brands, hospitals – everywhere.”

Lukach ended the discussion with a poignant phrase, “I’d wish you all good luck, but we know it’ll take more than that to get through a crisis.”

2011 Gold Medal Award Banquet Honoring David L. Cohen

Where’s David?  He’s everywhere!

By Thomas Rogers 

The Philadelphia Public Relations Association chose to honor David L. Cohen, Executive Vice President of Comcast Corporation, as its 2011 Gold Medal Award recipient.  Among family, dear friends and colleagues, David received that award at a banquet on November 17^th in the Grand Ballroom of The Ritz-Carlton, Philadelphia.

PPRA 2011 Gold Medal Award recipient, David L. Cohen, and PPRA President, Chris Lukach

David L. Cohen has a broad portfolio of responsibilities at Comcast, including corporate communications, government affairs, public affairs and corporate administration, and serves as senior counselor to the CEO. Before assuming this position in July 2002, David served as a partner in and Chairman of Ballard Spahr Andrews & Ingersoll, LLP, one of the 100 largest law firms in the country. From January 1992 to April 1997, David served as Chief of Staff to Philadelphia Mayor Edward G. Rendell.  During the course of his career, David has become an asset to the city of Philadelphia.

At the banquet, Renee Chenault-Fattah of Philadelphia’s NBC10, and a good friend of David’s since their years together at Penn, served as mistress of ceremonies.  She conducted a classy event with an attendance of outstanding Philadelphians from the public relations world and beyond.  After a tribute video, the list of those who spoke about David included Kevin A. Feeley of Bellevue Communications, veteran Philadelphia broadcast journalist Larry Kane, Governor Edward G. Rendell and Mayor Michael Nutter.  Their words were a testament to the great things David has done for not only the public relations industry in Philadelphia, but for the city as a whole.  David L. Cohen truly is everywhere Philadelphia matters.

Chris Lukach and mistress of ceremonies, Renee Chenault-Fattah of NBC10

Each speaker emphasized some of David’s outstanding contributions to making Philadelphia a top-notch city.  Gov. Rendell praised David’s understanding of the importance of creating opportunities for those less fortunate.   Larry Kane commended David’s ability to work with both unions and management to bring events like the 2000 Republican National Convention to Philadelphia.   All of the speakers, however, spoke to David’s strong character and leadership.   When the speeches concluded, David graciously accepted his award from PPRA President Chris Lukach to a standing ovation.

David L. and Rhonda Cohen with banquet committee co-chairs, Lisette Bralow and Mark Tarasiewicz

The PPRA would like to thank Lisette Bralow and Mark Tarasiewicz, the co-chairs of this year’s banquet, as well as the entire 2011 Gold Medal Award banquet committee, for all of their hard work in making this year’s event a great success.

*Photo credits: Bonnie Squires

This blog post was written by Thomas Rogers. Thomas is working towards his Master of Arts degree in Strategic Communication at Villanova University and he recently completed a public relations internship with the Philadelphia Bar Association. Thomas served on the PPRA’s 2011 Gold Medal Award banquet committee and he serves on Philly PRoactive.

Recap: Why Public Media Belongs in Your Public Relations Plan - A Program at WHYY

By Nina Scimenes

Recently PPRA partnered with WHYY on an educational breakfast program giving PPRA members an insider’s look at WHYY and Newsworks.   Everyone in attendance left with tips from the experts about how to get a story covered by WHYY. 

 

WHYY has a special connection with PPRA because that is where Nessa Forman, late Hall of Famer, spent a significant time of her career.  Nessa was The Vice President of Corporate Communications and Public Affairs at WHYY until 2007. Dan Cirucci gave a beautiful tribute to his dear friend Nessa sharing stories about her wonderful work ethics and endearing personality.

After a warm welcome from Arthur Ellis, Executive Director of Communications & Brand Management and Bill Marrazzo, WHYY President and CEO we were introduced to other key individuals who were on the panel sharing tips about how to get stories covered by WHYY and Newsworks.org.

Eugene Sonn, News Director, Susan Greenbaum, Radio Times Producer and Shannon McDonald, Feed Blogger explained what it’s like behind the scene at WHYY and Newsworks.org.  After the panel portion of the program attendees had the option to take a tour of the studios at WHYY Technology Center and Hamilton Public Media Commons.  

Philadelphia Public Relations Association 2011 kick-off event

Breaking the Ice: A speed-networking event with a twist

Philadelphia Public Relations Association members gathered last week to enjoy
cocktails, enlightening conversation, and the rip and roar of a nearby chainsaw. In the
hands of a skilled sculptor, the power tool tore through more than 600 lbs. of ice, creating
an elegant sculpture for PPRA’s 2011 kick-off event - “Breaking the Ice: A Speed-networking
event with a twist.”

Atop the rooftop deck of The Corner Bar in Center City, members squeezed as
much info as possible into 3-minute conversations for the speed-networking portion of
the evening. Many members took advantage of the very swanky bar/restaurant and
enjoyed the view overlooking the city as the sun began to set.

“I spoke with people I would never had a chance to otherwise meet.” said Beth
Archer, PPRA chairperson, “This was a great way to start off the year and I’m so excited
for the next event!”

Chris Lukach, 2011- 2012 PPRA president, welcomed the newly elected
executive board and thanked Meredith Avakian, vice president for programs, and her
team, including Lindsay Bues and Robert Johnson, social programs co-chairs, for their
hard work.

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.

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.