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Meet New Yankee Chapter Member Tiffany Nelson

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Name, Title and Organization: Tiffany Nelson, Director, Marketing and Communications, PlaneSense

Originally From: Nashville, Tennessee

Currently Lives In: Wells, Maine

Work History/Background: My passion for storytelling shaped my career, beginning with many years in the television industry across New England, working in broadcast news, sports, political, and magazine format programming. I later moved into PR, crisis communications, and marketing in the healthcare industry, followed by similar work at a local agency that supported renewable energy companies across the U.S. Since joining PlaneSense in 2017, I’ve found unique opportunities for storytelling, whether sharing client experiences, highlighting the company’s growth, or showcasing the dynamic world of private aviation.

Why I Joined PRSA: The rapid advancement of AI presents new challenges and opportunities for our industry. By joining PRSA/Yankee Chapter, I know I can stay ahead of these emerging trends and best practices. Additionally, we’re eager to expand our PR strategy at PlaneSense, and collaborating with colleagues both locally and nationally will help ensure our approach stays modern, effective, and above all, authentic.

Most Challenging PR Situation I Have Faced: Navigating public relations in a hospital environment while supporting families in crisis was one of the toughest challenges I’ve encountered. While it was difficult not to be emotionally affected in those situations, I found it deeply meaningful to help these families manage media interactions during such vulnerable times.

Bucket List Trip: This is truly the toughest question because my bucket list is extensive. From exploring international destinations like Italy and Peru, to hiking across fields of wildflowers out West, there are so many places I dream of visiting that it’s impossible to pick just one favorite.

Hobbies/Interests: Photography, travel (I’m not required to say that!), and spending time with my children.

Contact Information: tnelson@planesense.com, 603-501-7759

Beyond Measuring Outputs to Measuring Behavioral Outcomes: Program Recap and Takeaways

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Member Spotlight: Andy Morse

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What is your name, job title/position, and position within Yankee PRSA?

My name is Andy Morse and I have been Director of Communication at Granite VNA, a home health and hospice agency, for nearly 16 years. Currently, I am a Yankee Chapter Board Member.

What made you join Yankee PRSA and why is the membership valuable to you and the stage you’re at in your career?

I joined Yankee PRSA in 2010, nine months after starting my current position. As my responsibilities expanded, I researched professional development opportunities and determined that PRSA membership would support my growth and strengthen my skills.

What have been some of your favorite Yankee PRSA memories, experiences, or events?

Many of my favorite memories revolve around serving in leadership roles with Yankee PRSA. From the very beginning, I felt welcomed and supported by fellow members. I started as a member of the Professional Development Committee, then progressed to Chapter Treasurer and later Chapter President. During my year as Chapter President, I helped lead the planning and execution of hosting a District Conference, an effort that stretched about three years due to Covid! Kudos to all of the volunteer members who stayed the course with me throughout the time. Two years later, I went on to serve as District Chair.  

What advice would you give to someone entering the PR world or maybe someone outside of it?

My best advice for someone entering the PR field is to remain flexible. Our discipline is driven by technology, changing expectations, and tighter budgets, and adaptability is essential. Be open to taking on new and varied responsibilities. I regularly step into a wide range of roles and continue to build new skills as the field changes. Above all, make measuring the effectiveness of your work and clearly demonstrating your value a consistent priority.

Why would you recommend others to join the chapter?

I would recommend joining the chapter for many reasons. First, our chapter is home to outstanding professionals and experts in public relations. Second, it offers numerous opportunities to build new skills, gain hands-on experience, and even take on leadership roles.

Kicking Off the Year Ahead

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Dear Yankee Members,

It is a pleasure to serve as this year’s president. Lisa Lance has left us in a strong position from which to move forward. It is clear: Yankee PRSA is strong.

We are financially stable, highly respected across the Northeast District, and delivering professional development and programming that other chapters look to as a benchmark. Now, our work is about focus, follow-through, and translating that strength into measurable growth.

Below is how I’m framing our year ahead.

Our Big Picture Goal is Future Proofing

Sustain Momentum — Don’t Lose the Thread

We’ve built something that works:

  • Strong, consistent communications
  • High-quality, relevant professional development
  • A chapter culture people genuinely value

Our priority is not reinvention — it’s execution at a higher level. That means planning earlier, coordinating better across committees, and assigning clear ownership so great ideas don’t stall.

Grow Membership in a Measurable Way

This year’s membership goal is straightforward and intentional:

  • Reach 100 members.

That milestone matters — not just symbolically, but structurally (Leadership Assembly representation) and strategically. Getting there requires:

  • Clear value messaging, segmented by career stage
  • Stronger conversion of engaged non-members
  • Continued personal outreach paired with smarter digital targeting

Growth is not one committee’s job. It’s the result of Professional Development, Communications, and Membership working together.

Lead with Professional Development

Professional development remains our strongest differentiator — and our most powerful membership driver.

This year, we will:

  • Continue AI programming, but go deeper and more practical
  • Expand crisis communications beyond case studies to anticipation and recovery
  • Offer a mix of virtual, in-person, and series-based formats
  • Be intentional about audiences, especially Vermont, healthcare, education, nonprofit, and marketing-communications professionals

PD planning will happen earlier, with a clearer annual calendar, so Communications can promote effectively and Members can plan ahead.

Be Clear About Who We Are — and Who We’re For

Public relations today is not siloed, and neither are our members’ roles. Our messaging needs to reflect reality:

  • Integrated communications
  • Marketing, PR, government, nonprofit, healthcare, and higher ed
  • Professionals at every career stage

This year, we’ll focus on telling our story better—through testimonials, clearer website language, and consistent messaging that explains why Yankee PRSA matters no matter where you sit in your career.

How We’ll Work This Year

To make all of this happen:

  • Committees will prioritize a small number of achievable goals
  • Chairs will bring clear budget requests tied to outcomes
  • We’ll use calendars—editorial, PD, and events—to stay aligned
  • Tasks will be assigned clearly, with owners and deadlines

We are a volunteer organization, but we will operate with professional discipline. That’s how we respect each other’s time and deliver results.

I’m incredibly optimistic about this year. The ideas are strong. The people are committed. Now it’s about moving from conversation to action.

Thank you for your belief in this chapter.

Let’s get to work.

Best,
Kim MacLeod, APR
President, Yankee PRSA
kmmacleod7@gmail.com

 

Man reading a newspaper

Share Your Thoughts on Local News in New Hampshire

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The Granite State News Collaborative, a New Hampshire nonprofit network of 20+ local news, education, and community organizations working to strengthen journalism, is seeking input on local news through its Community News Survey.

In an interview published on Ink Link, Melanie Plenda, executive director of the Granite State News Collaborative and host of “The State We’re In,” said the goals of the survey are to shape coverage across the state, make sure news outlets are covering topics people care about, and help news outlets deliver news in the way people consume it. “It’s really going to help us to better understand how people are interacting with news, — whether they’re even consuming local news, and if not, why not? And how we might bring them back to local news,” she said.

The survey will be open until February 1. Learn more about the Granite State News Collaborative and take the survey here.

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Meet New Yankee Chapter Member Paul Raymond, Jr.

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Name, Title and Organization: Paul Raymond, Jr., Founder | Principal, PDR Strategies

Originally From: Concord, New Hampshire

Currently Lives In: Concord, New Hampshire

Work History/Background: I spent more than 23 years working in public safety. Most recently, I served as the Assistant Commissioner of the New Hampshire Department of Corrections. Before that, I spent more than a decade with the Department of Safety, including serving as the Strategic Communications Administrator in the Office of the Commissioner and as the Community Outreach Coordinator with the Division of Homeland Security and Emergency Management. In addition to my state roles, I serve as one of FEMA’s Executive Public Information Officer instructors and teach in the Basic and Advanced PIO programs. In July, I launched PDR Strategies to help mission-driven organizations craft clear, effective messages that support crisis readiness, strategic clarity and confident leadership.

Why I Joined PRSA: I joined at the encouragement of my mentor, Dr. Joe Trahan, APR, Fellow PRSA, who has been a tremendous influence on my communication career.

Most Challenging PR Situation I Have Faced: During the COVID-19 pandemic, Governor Sununu tasked me with leading the state’s Joint Information Center. I directed a team of 45 communicators representing 19 state agencies and led the coordination of all media response efforts with the Governor’s Office and the Department of Health & Human Services. From March 2020 through June 2021, we addressed more than 4,500 media inquiries, supported more than 100 live news conferences and issued hundreds of news releases. It was the most demanding communications environment I have ever worked in and yet one of the most meaningful.

Bucket List Trip: It is technically not a bucket list trip since I have already been there, but I cannot wait to go back to Uganda. My wife is originally from Uganda and we were married there. It is a beautiful country and one I am eager to visit again.

Hobbies/Interests: I love spending time with my wife and our four-year-old daughter. I also referee high school basketball, which has become one of my favorite ways to stay active and involved in the community. I am looking forward to growing my involvement in PRSA and continuing to connect with fellow communications professionals. I am active in the National Information Officers Association and recently joined the Emergency Management External Affairs Association, and I am excited to keep learning from the many talented communicators across these networks.

Contact Information: paul@pdrstrategies.com (603) 825-2230

Yankee Chapter PRSA logo

New Hampshire PBS to Host Yankee Chapter Annual Meeting

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If you ever wanted a look behind the scenes at the state’s public television broadcaster, here’s your chance!

New Hampshire PBS will host the Yankee Chapter PRSA Annual Meeting on Thursday December 11, 2025. Join us for a tour of the studio, a panel discussion and a check-in with the people who are working to sustain the organization during politically-turbulent times.

A Meet the Media panel, hosted by NHPBS, will include representatives from New Hampshire Public Radio, Yankee Publishing, and more.

After the media panel, join us for appetizers and holiday cheer sponsored by Northeast Delta Dental. Tours of the NHPBS studio will also be available.
 3:30-4:30 p.m. Yankee Chapter Annual Meeting
 4:30-5:30 p.m. Media Panel Discussion
 5:30-6:30 p.m. Networking with PRSA Members and Friends

Cost: $25 members; $35 non-members; Students free. See the event post here for more details, or register now at the link below!

REGISTER HERE

 

“The Organizational Statement Dilemma” Program Recap and Takeaways

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Recap of Lively Panel Discussion: “The Organizational Statement Dilemma: Respond?  React? Or Remain Silent?”

By Kelly Scargill

Daily, we learn of significant policies, tragedies, scandals, and crises that impact our world – some of these are large-scale, and others more local. Have you had to consider whether to take a public position on these types of events, on behalf of the organization you serve? It’s not always an easy answer.

On October 16, in the Addison Gallery of American Art on the beautiful Phillips Andover Academy campus, the Boston and Yankee Chapters of PRSA welcomed over 30 PR professionals and students for dinner, networking, and a panel discussion on this exact topic.

Panelists were Tracy Sweet, chief communication officer with Phillips Academy; T.J. Winick, principal with Essex Strategies; and Will Katcher, reporter with Mass Live. Nancy Sterling, APR, Fellow PRSA, and senior VP, strategic communications for ML Strategies moderated the discussion, which was followed by a lively question and answer session.

 

 

Attendees had an opportunity to wander through the gallery on a self-guided tou r before dinner provided by River St. Café, and a chocolate-tasting provided by M. Cacao of Amesbury, MA.

Key Takeaways from Our Speakers

Have a set of principles or a policy in place about when to issue a statement.

While societal events are important in our world, publicly responding to every event on behalf of an organization is not appropriate. Phillips Academy created a policy built around the foundational elements of relevance, credibility, and action to guide decisions about making statements. These guidelines ensure any statements that the school makes are mission-focused, action-oriented, and relevant to the broader conversation. Guidelines remove the ambiguity of decision making at a time when a quick response is needed and emotions may be running high. An overview of the Phillips Academy principles for issuing public statements can be found on their website HERE.

Understanding stakeholder expectations, risks, and staying true to the organizational goals.

There is growing expectation among stakeholders that they will hear from the brands they follow and invest in. Social media is an important platform for amplifying messages, but it comes with risks. Missteps and even silence become amplified on social media, which may make it seem like your organization is politicizing an event or it may appear to be indifferent to the issue at hand. The decision about whether to issue a statement and how to craft the message is based on the goal of protecting the credibility of the organization while staying mission driven.

Know deadlines, needs, and contacts for key media outlets.

When an event is unfolding, time is of the essence. Broadcast and online news outlets can’t wait for your leader or expert to be ready to talk. Most of the time, they will do the story with or without input from your organization. Be prepared in advance of a crisis or unexpected event by forming relationships with your key media contacts. Know their deadlines and how they prefer to receive information (phone call, on-camera interview, statement). The media looks to PR professionals for relevant, accurate, and timely information. When appropriate, offer any information you can, as soon as possible during an event. If you issue a statement, give an authentic point of view from your organization – differentiate your statement from the many others a reporter will receive.

As you can tell, it was an informative session! If you could not join us, we hope to see you at an upcoming event.

Visit https://www.yankeeprsa.org for more information.

Special thanks to Tracy Sweet for hosting and presenting, and Kelly Scargill and Robin Schell, APR, Fellow PRSA for working with PRSA Boston Co-Presidents Nancy Sterling, APR, Fellow PRSA and Sarah Leaf-Hermann to put the program together.

Register Now for Pro Series PR Workshop!

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Build PR skills in this half-day workshop covering strategy, crisis communications, media relations, and internal/external best practices.

This half-day workshop is intended for communications professionals at any level. It provides an overview of various aspects of public relations, best practices in internal and external communication, crisis communication, and media relationship-building, as well as strategic thinking to drive behavior change. Participants will learn from both the instructor and fellow attendees in this interactive series.

MORE INFO & REGISTER HERE

Instructor Robin Schell, APR, Fellow PRSA, is senior counsel and partner at Jackson Jackson & Wagner, a behavioral public relations and management consulting firm based in the Seacoast of New Hampshire.

Date: Friday, November 14

Time: 8:30 a.m. to 12 noon

Location: NH Institute of Politics at Saint Anselm College

Cost: $59 (includes light breakfast)

Event Recap: The Ins and Outs of Influencer Marketing

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Strategies from Multiple Perspectives

By Casey Huczko, Intern at Cultivate

On September 5, 2025, influencer marketing experts Lindsay Bumps, Erin Torres, and Nick Mattera joined a panel discussion on influencer marketing. Organized by the Yankee Chapter of PRSA and Cultivate, a Burlington, VT-based PR and communications agency, with moderation by Lisa Lance, Yankee PRSA Chapter President and Abbey Berger-Knorr, Senior PR & Communications Associate at Cultivate and Yankee PRSA Member, the event explored strategies for finding success in today’s crowded influencer landscape.

CLICK HERE FOR EVENT SUMMARY & PICS!