Why Visibility Matters

Visibility as a Growth Strategy

People have asked me, “What impact does attending an event have for me or my organization?’ While you may go to some meetings and leave feeling you haven’t met the right people, let me be clear — visibility for you and your organization’s brand makes an impact.

Let’s consider professional services firms – like Halloran Consulting Group, where I work.

Visibility contributes to our growth strategy by:

  • Expanding our brand’s name recognition and value
  • Improving our brand’s credibility and enhancing its reputation
  • Increasing our chances for referrals

Visibility has a direct impact on the bottom line – because of it, an organization can command higher rates, generate more business (i.e., sales and revenue streams), and create more engagement with a greater number of prospective buyers.  Visibility allows you and your organization to cultivate meaningful relationships. Research conducted by The Hinge Group validates this theory — the greater the visibility, the greater the willingness of the marketplace to pay for expertise. At the end of the day, don’t we all want to work smarter, not harder?

Buyer Mindset

Buyers look to people and organizations in order to tap their expertise as they solve problems. Pre-COVID, professional services firms began to move away from the model where they rely on just one or two people as the “rain makers” who bring in the majority of the business. Post-COVID, professional services firms have seen the “spread” of responsibility for generating new business accelerate. Now, instead of new business being a job for a select few, it’s a job for many.

The attempt to differentiate your organization from others is key.  With the increasing usage of artificial intelligence, an organization’s content can become watered down and homogenized. It is your personal knowledge and experiences that provide the necessary differentiation – the U.S.P. or “unique selling proposition,” in marketing terms — to best demonstrate your organization’s value to a client.

Visibility Tactics

Being a brand ambassador does matter — because visibility matters. For our company’s 25th anniversary, we created “25 Ways to be a Brand Ambassador” and shared it with everyone in our organization. No matter where you are in your career or what your job title is, it is never too early to begin a visibility campaign. As a brand ambassador, you must be ready to share your perspective, and exercise discipline and consistency. You must also know and understand your audience. Start small — there is no need to boil the ocean.

  • Speaking engagements – be an active member of a professional association == like PRSA — where others can tap your expertise
  • Thought leadership – participate in opportunities to establish yourself as a thought leader
  • Social media – read an industry article, repost with your expert opinion, and tag your company (being mindful of your organization’s social media policy)
  • Webinars – be a part of live or on-demand webinars
  • Attend an event – touchpoints can occur during any stage of the buyer journey: awareness, consideration, and decisionmaking

Sharpen Your Expertise

Only you have the power, determination, and mindset to establish yourself as the expert. You have been hired and asked to be a part of your company because you have expertise. Everyone has the power to sharpen their professional skills by:

  • Reading industry literature
  • Learning from others and asking questions
  • Interacting with peers
  • Conducting research

As a 30-year careerist, I encourage you to never lose your thirst for curiosity. A few words to live by:

  • Keep a learning mindset and a willingness to embrace change by mastering a new skill and modeling this for others.
  • Encourage attentive ownership and flexible confidence – these are characteristics of people who are willing to BE VISIBLE.
  • Be a curator of knowledge in addressing industry challenges –people will seek out your expertise because they are unsure themselves. Never discount the value you bring when giving advice based on your reputation as a subject matter expert.

Want to learn more? Reach out to any PRSA Yankee Chapter leader for guidance and offer to get involved. These colleagues are ready and willing to help you launch your visibility campaign!

Gail Winslow, APR, is the Head of Marketing for Halloran Consulting Group, a life science consulting firm, providing strategy, clinical, regulatory, and organizational transformation support to biopharmaceutical and biotechnology companies moving their drug or device from concept to market. As an agile marketing, business development, and communications professional she possesses deep experience in building integrated strategies and tactics through cross-functional, collaborative leadership creating powerful experiences, generating data-driven insights, and producing measurable results. Gail is a resident of Jacksonville, Florida.  When she is not working, she keeps busy checking off her bucket list .

Yankee PRSA Member Clark Dumont Earns Lifetime Achievement Award

Clark Dumont, APR, Fellow PRSA, the immediate past president of the PRSA Las Vegas Valley Chapter, was recognized for his leadership to the chapter and dedication to the communications and public relations profession with the chapter’s Lifetime Achievement Award at its 27th annual Pinnacle Awards on January 25 in Las Vegas.

The award, named for Roger Buehrer, APR, Fellow PRSA, a long time Las Vegas public relations professional, cited Clark’s leadership and commitment to the advancement of the profession including the accreditation of practitioners (APR) and his advocacy of ‘strategic communications practice, ethics, lifelong learning and growth’.

Clark has served in senior strategic communications leadership positions with FORTUNE 500 companies in health care, aerospace & defense, and travel & hospitality. He says that he complements his vocation with avocation with non-profit organizations and programs in the health and human services, educational and community service sectors, including the Red Cross.

Clark, a New Hampshire native, started his career as a broadcast journalist in Keene, Rochester and Manchester. He is principal of Dumont Communications and is active with the Yankee PRSA chapter, including past board membership and currently serving on the membership committee. He is Of Counsel to several New Hampshire-based public relations firms, Jackson Jackson and Wagner, and Montagne Powers Communications.

Meet A New Member

Kelly Untiet

Originally from: Grew up in Franklin, NH. Currently live in Alexandria, NH

Current PR Role: Director of Public Relations, Reaching Higher NH

Work History

Throughout my career, which has spanned government, non-profit, and for-profit organizations, I have remained committed to the idea that innovation, communication, and collaboration are the keys to success. Prior to RHNH, I Served as Director of Development at CATCH Neighborhood Housing, as Community Engagement Manager with the Unite Us in NH coordinated care network, and as the Administrator of the Office of Social and Emotional Wellness within the NH Department of Education assisting in the statewide expansion of Multi-Tiered Systems of Support for Behavioral Health and Wellness (MTSS-B), Trauma Responsive School initiatives, and prevention efforts focused on bullying, substance use, and suicide.

I joined PRSA because…

I joined PRSA because I love to learn and grow. As an embedded PR or communications professional, it is easy to remain up-to-date and connected with the latest advancements within our organizations and the sectors they represent. My participation in PRSA is meant to couple that “content-based” exposure with support for and connections to my chosen craft.

Yankee Chapter Involvement

I don’t believe I am “officially” a member of any committees yet, but I am open to it!

Most challenging PR situation I have ever faced

When I served at the NH Department of Education, I was responsible for our strategy in response to the all too frequent school shootings that take place here and around the country. Each incident was terrifying for educators, families, and students alike. Through those experiences, I learned the importance of executing a strategy based not just on what “we” want to say but one that is inclusive of what our audience wants/needs to hear. I learned the importance of listening as a key public relations strategy. And I learned that often, especially in the governmental and non-profit space, humility and relatability are a superpower.

Hobbies/Interests

I love to cook and garden! I will be starting both my vegetable and flower seeds in a few months!

Bucket List/Dream Trip

My dream trip is to hop in an RV with my husband, my two kids, and our dog and travel across the country, stopping at as many national parks as possible.

President’s January Message

The Yankee Chapter of PRSA is off to a fabulous start in 2024, thanks to all of you who responded to our membership survey in December. The feedback will help us plan “on point” professional development programs and provide the services our members truly value.

The top vote-getter for desired topics was Artificial Intelligence, and thanks to the Maine Public Relations Council, we are offering a workshop on AI as our first program of the year. I’ve already signed up.

We also learned that 65% of respondents prefer the convenience of a one-hour webinar at lunch. The Yankee Chapter PD committee is hard at work planning sessions in various formats and will consider the topics you requested:

  • Crisis management
  • Marketing communications
  • Internal communications
  • Change management
  • Research
  • Social media
  • Media relationship-building

There is also a desire for purely social events in convenient locations (e.g., area restaurants), so we will pilot-test some of those in the coming year.

The upside of having an older Yankee Chapter membership, of course, is experience. Over half of our survey respondents have held Board positions, and 37% of us have served as President! However, another 35% have not held any positions for PRSA –an untapped resource that we need to tap! What’s more, over half of our survey respondents (52%) are accredited! Another 9% say “not yet, but I want to be.” We have Board Member Mark Elliott, APR, who will be working with Joe Gallagher, APR, to offer support and resources for those of you who have accreditation on your New Year’s resolutions list.

It was reassuring to learn that survey respondents prefer PRSA Yankee Chapter, PRSA National publications, and the Yankee Chapter newsletter are their top information sources on the PR field. We asked for suggestions to improve our website and received many. The Communications Committee of Seth Wheeler, APR, Jayme Simoes, and Kim MacLeod, APR, are working on that as we speak.

Last but not least, we have some amazing partnerships, starting with our Yankee Chapter member Laura Simoes, Executive Director of the Nackey Loeb Center. In addition, I’ve had wonderful conversations with the leaders of MPRC, PRSA Boston, and the newly minted PRSA Worcester chapters – we plan to expand our opportunities for professional development and networking by collaborating. At the end of the day, our members say “networking” is still the primary motivator for their PRSA/Yankee Chapter membership.

Let’s have a great 2024,

Robin Schell, APR, Fellow PRSA

Meet A New Member

Keri Pappalardo

LinkedIn Profile: linkedin.com/keri-pappalardo

Originally from: Haverhill, MA

Current Location: Manchester, NH Current Communications / PR Role: Director of Marketing at Lavallee Brensinger Architects

Relevant Work History: Lavallee Brensinger Architects 2013 – Present; Beasley Media Group 2011 – 2014

I Joined PRSA Because…

The professional answer to this question is, “I joined PRSA for my own professional development.” The candid answer to this question is, “I joined PRSA to ‘geek out,’ learn, and explore all things communications with other people who were also ‘jazzed’ about the communications/marketing field!”

As a Marketing Communications professional within an in-house team catering to a specialized market, I found it challenging to keep up with all that was happening in the PR / communications industry. For me, joining PRSA has been a way to stay on top of current trends, gain skills and knowledge from industry thought leaders, and network with members who provide a variety of industries with communications services.

Yankee Chapter Involvement

I currently serve as a member of the Membership Committee.

Most challenging PR situation I have ever faced

I couldn’t think of one.

What is the Aspect of the Communications/PR field you are most interested in

The psychology behind marketing and graphic design.

Hobbies/Interests

Spending time with friends and family and, of course, my dog, Talon! I also enjoy playing an active role in the Manchester, NH, community. Serving on a number of Boards and committees of non-profit organizations such as Manchester Police Athletic League (MPAL), Manchester Young Professionals, and TEDxAmoskeagMillyard.

Bucket List/Dream Trip

Island hopping in Hawaii!

Nackey S. Loeb School of Communications logo

Nackey Loeb School Launches 2024 Pro Series

The Nackey Scripps Loeb School of Communications announces the launch of a new Pro Series—affordable online trainings designed to elevate communication skills, featuring expert instructors and accessible content.

Each course in the Pro Series runs for four weeks and is curated by seasoned communicators who have extensive experience in their respective fields. Drawing from their real-world experience in strategic communication, public relations, marking, and more, instructors provide invaluable insights and practical skills to help students gain skills for professional development. Pro Series trainings require advance registration at loebschool.org/register. Course fees support the nonprofit School’s mission. All classes and events, including seven free Winter 2024 classes, can be found at the School’s website: https://loebschool.org/register

 

Stacey Smith

Congratulations to Stacey!

Stacey Smith Earns Jack Felton Lifetime Achievement Award

Yankee Chapter congratulates Stacey Smith, APR, Fellow PRSA, upon receiving IPR’s Jack Felton Lifetime Achievement Award, November 30, 2023. Here are her remarks upon receiving the award. 

So, a Lifetime Award, really? When did a lifetime pass?

The last thing I remember, I was graduating with a degree in Public Relations and still had not a clue what I was going to do with it.

I really didn’t like the idea of dealing with media but I really liked trying to understand human behavior. See, I had originally been a theater major and learned there about
human motivation.

Think Stanislavski. Why does a character do what they do? Behave the way they behave. However, I realized, I’d just might end up starving. So, I looked for a profession where human behavior played an incredibly important role.

I was then so lucky to stumble across the first of my many mentors and role model, one who threw open a giant window and showed me that the talents we have as professionals can make a true difference in this world.

He said that our role is to give people a voice in decisions that affect their lives. But to do that, we must first listen– we must be the best listeners possible.

We must listen before we start any planning, listen during our time of relationship building, listen long after we’ve begun engaging – as that is the only way to truly build
relationships based on trust. Because where there is trust, there is the possibility that everyone will get what they need.

And what is good listening but research and measurement? It is likely why I advocate so strongly for it to anyone who will listen.

Want to truly move behavior? Listen with good research.

Want to execute a plan that hits the mark? Track it, tweak it, change it with good ongoing research.

Want respect from your leadership team? Prove your effectiveness with good research.

When I say this to clients and colleagues, you’d think I’m asking for the moon sometimes. And budgets are always a barrier. But an even bigger barrier had been the knowledge of HOW to do this. And that is where the work of The Institute has made such a huge difference. That is what Jack Felton, in his wisdom, saw was needed.

The Institute – you and people like you and the very lovely Mark Weiner who nominated me for this honor (thank you Mark) — have helped bring this knowledge to a place
where, if motivated, a professional can have all the tools they need to do this important work.

But they must be “motivated” by mentors and role models as I was – and I am thankful for every one of mine. I would name them all – they deserve it — but Tina only gave me three minutes. So, instead, I urge you to be that mentor, that role model for others. The joy that comes from seeing others succeed is truly the best reward going.

But this one is pretty cool too. So thank you

A Message from YPRSA President Robin Schell

As the 2024 President of the Yankee Chapter, and Senior Counsel and Partner at Jackson Jackson & Wagner, I would like to invite all of you to share your knowledge and insights on an ongoing basis – we don’t have to wait for a professional development session to do it!  One of the many values of PRSA membership is its network of smart, experienced professionals – over 19,000 of them who are PRSA National members and almost 100 who are members of the Yankee Chapter.  Whether it’s a guest blog on a topic of interest, an observation or a call to action – let’s hear about it!  Please send contributions to Kim MacLeod, APR, YC Board member, at Kimberly.MacLeod@lifeplanccony.com.

With that, I’d like to formally congratulate my colleague Stacey Smith, APR, Fellow PRSA, who recently received the Lifetime Achievement Award from the Institute of Public RelationsI’m sharing her remarks because in them, she talks about the importance of all of us in the PR field serving as mentors and role models for each other.

CLICK HERE TO READ STACEY’S REMARKS

In the busy lives we lead, it is easy to put our heads down and simply crank out the work – but it is so much more fun, productive and rewarding to share experiences with our colleagues.  It makes us all better professionals and 9 times out of 10, we come up with a better solution or product as a result of our conversations.  I challenge you all to share your experiences with all of us.  To pick up the phone and call a colleague.  To engage in mentoring of a professional with less experience – chances are, you’ll be learning from them in the “reverse mentoring” process.  I for one plan to learn a lot from all of you this year!

Enjoy the read,

Robin Schell, APR, Fellow PRSA

Yankee Chapter President, 2024

Multimedia Communications Specialist

For over 84 years, Easterseals New Hampshire has been helping people of all ages and abilities through our 11 programs. Our work empowers individuals to improve their health and well-being, achieve greater independence, recover from substance use, develop life skills, access education, secure housing, find family, and connect with their communities. In everything we do, we strive to lead the way to a lifetime of full equity, inclusion, and access.

We are looking for a Multimedia Communications Specialist to join our team! The individual in this key position will Utilize social media and digital marketing to tell the powerful, compelling stories of Easterseals NH, VT & Farnum to raise public awareness of the important work of the organization. Responsibilities include: 

 

  • Identify social media channels best suited to communicating Easterseals stories to our external audiences with a goal to increase public awareness of Easterseals NH, VT & Farnum and enhance the community’s understanding of our mission, programs and successes.
  • In coordination with MarCom colleagues and others, create and maintain a social media toolkit.
  • Partner with MarCom colleagues and program liaisons to contribute to and maintain an editorial calendar to ensure program and event communications are thoughtful, well-planned and equitably promoted
  • Learn Smartsheet to coordinate social media and email marketing calendar/schedule.
  • Monitor social media channels to maximize followers, increase engagement, and manage responses. 
  • Work with MarCom and Development colleagues to create and implement email communication plan and strategy for external events, campaigns, and employee newsletters.
  • Develop, implement, track, and optimize digital marketing campaigns across all digital channels.
  • Will report to the Sr. Director of Marketing and Communications, and will handle social media strategy development and execution, email content development and distribution, digital marketing automation, and engagement/stewardship campaigns.
  • The ideal candidate will be a creative self-starter with a proven track record of growing a digital footprint and increasing engagement.
  • Responsible for creating, curating, scheduling, and posting content to all of Easterseal’s social media channels in addition to designing digital assets for our email campaigns.
  • Potential opportunities to contribute in graphic design. Preference given to candidates  proficient in InDesign and other Adobe Creative Cloud products.
  • This role entails everything from ideation to execution, while ensuring a strong visual brand identity and brand voice across all channels.
  • Manage social media content, the content calendar, and community across all brand social platforms, including Instagram, Facebook, LinkedIn, and YouTube.
  • Collaborate with Content Marketing Coordinator to build the content calendar and communicate plans with internal teams

 

Qualifications:

 

 

  • Bachelor’s degree in communications, marketing or a related field
  • Three (3) to Five (5) years of professional experience providing social media strategy, execution and assessment for an organization with multiple social media platforms
  • Familiar with a range of social media channels, their demographic profiles and the content assets that perform well on each; experience with Facebook Live, Facebook, Instagram advertising, Instagram stories, LinkedIn, TikTok, and YouTube
  • Adept at assessing new technology; able to suggest and implement new tactics to develop brand awareness and engagement, like promotions and competitions
  • The candidate should have a strong understanding of industry trends and content management systems
  • Fluent with analytics and reporting to leadership how social media is converting audience members to action
  • Fluency in all aspects of digital marketing and advertising to include Google Trends, Google Analytics, social listening, SEO and social analytics, Google remarketing, and email marketing (Active Campaign preferred)
  • High-level attention to detail, well organized and proactive, excellent professional judgment
  • Valid driver’s license and reliable transportation
Hours: Monday – Friday, 8:30am-5:00pm in our Manchester, NH Office. 
 
Compensation$55,000 annually with additional compensation considered for education and experience. 

 

What’s in it for you? We offer a comprehensive benefits package for full-time, eligible employees, including:

  • Medical, Dental, Vision, Life & Disability
  • Paid Time Off (PTO) begins accruing on your first day!
  • 10 Paid Holidays, including a Floating Holiday of your choice
  • 403 (b) Employer Match – up to a maximum of 3%
  • Tuition Reimbursement after one year of employment
  • Federal student loan forgiveness eligibility and student loan repayment for qualifying positions
  • Employee Discounts
  • On-site child care center at a discount for employees. Available at Auburn Street and S. Main Street in Manchester
  • Wellness Programs: Health coaching, on-site and remote nutritional counseling services, remote and on-site fitness classes, reimbursement programs for weight loss & tobacco cessation
  • All Employees of Easterseals NH are now eligible for DailyPay, a new optional benefit that allows you to access your pay whenever you need it.

We are proud to be a recovery-friendly workplace and a NH Veteran-Friendly Business.

 

To learn more about this role, please click on the blue “Apply Now” button below to submit your application. Difficulty submitting your application? Contact Kris at 603-913-5575 or kfleming@eastersealsnh.org.

Candidates must have received or be willing to receive the COVID-19 vaccine by date of hire to be considered for employment. EOE

Virtual Lunch & Learn: The Art of the “Op-Ed” with Luke Ladan, APR

How do you write an op-ed column? How do you pitch it for placement? And why do op-eds even matter in the first place? Join our friends at the Maine PR Council for a virtual Lunch & Learn session led by Luka Ladan, APR, president and CEO of Zenica Public Relations. Having secured hundreds of op-ed placements for clients in recent years, Mr. Ladan is uniquely qualified to explain each and every step of the op-ed process—from brainstorming, drafting, and editing to pitching and placing. He also explores the history of the newspaper opinion page and how it has evolved in 2023. Attend this session to gain a deeper understanding of the content creation required to place op-eds nationally, regionally, and locally, influencing countless readers in the process.

Cost:  $20 for PRSA members; $30 nonmembers; free for students 
Date: Tuesday, May 9, 2023; 12-1 p.m.
Venue: Zoom

Registration Link:  https://meprcouncil.org