Boston Hosts 2017 PRSA Int’l Conference Oct. 8–10

At the PRSA International Conference, enhance your personal and professional network while engaging with some of the world’s most influential companies and organizations that call Boston home. Connect with thousands of colleagues and over 150 industry experts from all career levels, sectors, work environments and industries for three days of practical insight and networking.


Monday Morning Keynote Speaker: AmyK Hutchens
Business Strategist AmyK Hutchens has recently joined our speaker lineup for the 2017 PRSA International Conference in Boston this fall.

Widely recognized as a catalyst for producing sustainable solutions to leaders’ most pressing challenges, she founded AmyK International Inc., an executive development firm focused on leadership development, healthy team cultures and innovative thinking. Hutchens will spotlight ways to “Ignite Brilliance in Your Leadership” on Monday, Oct. 9.

A former executive of a billion dollar global consumer products company, AmyK received the Vistage UK, International Speaker of the Year (World’s Leading CEO Membership Organization). More than 45,000 executives in nine different countries have benefited from her keen insight and intuitive understanding of the issues leaders face.

Hutchens also served as senior executive vice president, operations for one of the largest sales and marketing firms in the U.S. Her latest book, “The Secrets Leaders Keep,” is an Amazon best-seller. She is also a featured contributor for Entrepreneur magazine; her company has won five Telly Marketing Awards and the Summit International’s Award for Creativity. Learn more


Monday Morning Keynote Speaker: Bea Arthur
Innovative entrepreneur Bea Arthur, founder and executive director of a think tank called “The Difference,” will share her insights on “Entrepreneurship: Resilience & Pivoting to Success.”

In addition to being the first African-American woman accepted into the prestigious startup accelerator called Y Combinator, she also pitched her company on the TV show, “Shark Tank.”

Arthur has been recognized as one of the “New Guard of Women in Tech” by Marie Claire magazine as well as an “Entrepreneur to Bet On” by Newsweek. Learn more


Tuesday Morning Keynote Speaker: Jay Baer
Hype-free digital marketing expert Jay Baer will spotlight his eye-opening perspectives as the Conference keynote speaker on the morning of Tuesday, Oct. 10.

Baer, a best-selling author and consultant, will spotlight dynamic ways to “Turn Your Customers Into Volunteer Marketers.”

As the founder and president of Convince & Convert, a strategy consulting firm, Baer helps leading businesses gain and keep more customers through the smart intersection of technology, social media and customer service. Among the many companies he has advised are Nike, 3M, Walmart and Oracle.

Baer was recently inducted into the Word of Mouth Marketing Hall of Fame and he hosts the top-rated Social Pros podcast. Learn more


Opening Keynote Speaker: Morgan Spurlock
Oscar-nominated filmmaker Morgan Spurlock will deliver his unique perspective on the world with us at the Opening General Session on Sunday, Oct. 8. Known for his innovative documentaries, Spurlock now hosts a series on CNN called “Inside Man” in which he continues to investigate a wide array of subjects, from gambling to life for senior citizens.

Morgan Spurlock will deliver what he modestly calls, “The Greatest Lecture Ever Presented.” Utilizing the cutting-edge tools of comic exploration and total self-exploitation, he dissects the world of advertising and marketing by using his personal integrity as currency to sell out to the highest bidder. Scathingly funny, subversive and deceptively smart, Spurlock shines the definitive light on our branded future.

His critically acclaimed film, “The Greatest Movie Ever Sold,” examines branding, advertising and product placement in America — ironically, in a film funded by branding, advertising and product placement.

You might remember Spurlock best for his role as guinea pig for his movie “Super Size Me,” which became the first documentary to ever break into the weekend box office top 10.   Learn more

Four Things We’re Looking Forward to at Conference

Photo of attendees at the PRSA International Conference
New Approaches to Use Immediately at Work
Tailor your Conference learning within six different tracks: Reputation Management, Special Interests, Integrated Marketing Communications, Leadership & Management, Tools & Techniques, and Big Data & Measurement.
Photo of an attendee taking a smartphone photo
Success Stories Spanning Sectors and Career Levels
Find groundbreaking approaches from Silver Anvil Award-winning programs and technique-based programs that are tailored to the changing needs of professionals at all career stages.
Photo of International Conference attendees at a reception
Networking Events That Connect Thousands of PR Colleagues
Join thousands of old and new friends for networking events featuring the best of the industry and Boston at the Opening Night Reception.
Photos of attendees networking at International Conference
Pre-Conference Workshops Offering In-Depth Insight
Looking for a day to develop one particular skill set? Check out the menu of pre-Conference sessions.

Measurement Base Camp

Friday, July 21, 2017 from 8:30 a.m. to 4:30 p.m.

Most communications professionals have listened to at least one, if not many, lectures on how to do measurement right. The challenge is, once they’ve heard the theory, how do they implement it at their place of work?

What sounds great in a lecture hall or at a conference can end up being a complex situation when one is faced with a limited budget, no staff, and competing priorities. To help individuals prepare and manage these hurdles and more, Paine Publishing holds Measurement Base Camp—a one-day intensive training session that will cover all things measurement in which attendees will learn how to:

  • Define measurable goals and objectives
  • Figure out what needs measurement
  • Create and use online surveys
  • Filter, clean up, and validate data
  • Analyze data using various methods such as Excel Pivot Tables
  • Calculate correlations between media outreach and customer action
  • Define bespoke metrics that reflect one’s contribution to the bottom line
  • Use Google Analytics to measure impact
  • Write a report that will make one’s leadership team swoon
  • Craft an RFP and select a measurement vendor
  • …and much, much more!

Hosted by Paine Publishing in partnership with PRSA’s Yankee Chapter, the next Measurement Base Camp will be held Friday, July 21, 2017 from 8:30 a.m. to 4:30 p.m. Attendance is limited to 25 people, so don’t wait, register today!

PRSA Members “Early Bird Special” – $300

Non-Members “Early Bird Special” – $400

A portion of the proceeds will support the James H. Bradley PRSSA Grant for active Public Relations Student Society of America (PRSSA) chapters, associated with the Yankee Chapter of the Public Relations Society of America (Yankee PRSA). Grant funds are available to all chapters seeking financial support aimed at creating professional development opportunities and strengthening the chapter’s goals and initiatives in 2017.

Learn More:

Register Now:

Writing Without Bullshit for Public Relations Professionals

Today, people read everything on a screen. That demands copy that’s brief, bold and BS-free. Join Yankee Chapter PRSA and author Josh Bernoff at the offices of LTC Partners to explore the breakthrough power of writing shorter copy, the secrets of effective web copy, and writing processes that maximize flow and creativity.

Bernoff will compare two PR approaches: the simple, direct communication that powers Google, Apple and Twitter, and the more traditional, wordy approach. You’ll learn how to maximize the meaning ratio: the percentage of meaningful words in a piece of prose. And you’ll learn how to write as directly as possible, avoid toxic prose, and develop a process that can maintain meaning even with multiple reviewers involved. Each attendee will receive a copy of Josh Bernoff’s book Writing Without Bullshit with the opportunity to have the copy signed following the presentation.

Tuesday, May 2 from 3:30 p.m. to 5:00 p.m.

LTC Partners, 100 Arboretum Drive #200, Newington, NH 03801

Members: $40.00 • Non-Members: $50.00 • Students/Interns: $20.00

About Josh Bernoff

Josh Bernoff has been a professional writer since 1982. He has coauthored three books on business strategy, including Groundswell, which was a bestseller. Bernoff is passionate about clear, brief, and fascinating communication.

For 20 years at Forrester Research, he wrote and edited reports on the future of technology. It was there that he learned to do kickass analysis of business strategy, and then taught others to do so. In his last five years there, as Senior Vice President, Idea Development, he identified, developed, and promoted Forrester’s most powerful and influential ideas. He gave hundreds of speeches around the world, got quoted in every news source you can name, and gave strategy advice to countless clients from the world’s largest companies and tech vendors. Bernoff also created Technographics, the segmentation that launched Forrester’s highly successful consumer survey business.

April is APR Month

APR: Accredited in Public Relations

Not just anyone can do what you do.

As a skilled public relations professional, you know that your success is dependent on staying relevant, resourceful, and inspired. The Accreditation in Public Relations (APR) credential certifies your drive, professionalism, and principles, setting you apart from your peers and positioning you as a leader and mentor in the competitive public relations field. Building on the foundation of your educational degree, the APR keeps you current on today’s best practices and applications in the ever-evolving communications world.

The APR:

  • Asserts professional competence
  • Communicates professional expertise, plus personal and professional dedication and values
  • Reflects progressive public relations industry practices and high standards

Preparing for the APR is an exercise in success, as the process provides an assessment of your proficiency and accurately calibrates your craft, contacts, and career goals. Where extra support is needed, you’ll be introduced to a tremendously skilled and experienced network of mentors, providing you with a lifetime of guidance and expertise.

Earning the APR demonstrates your mastery of today’s strategic communications practice and your commitment to lifelong learning and ethical standards. Attaining this valuable distinction is a personal and professional achievement that can lead you to the next level in your career.

It takes a professional — someone with exceptional experience, broad expertise and strong dedication and values — to thrive at what you do. Profess what you know with the APR. Begin your journey to Accreditation in four steps.

Accreditation in Four Steps

The Accreditation process can be summarized in four steps. It is important to review resources available for all four steps, starting with the process chart, before pursuing APR.

  1. Review and complete the Examination for Accreditation in Public Relations Application.
  2. Study and sit for a Panel Presentation.
  3. Continue to study and complete the computer-based examination.
  4. Demonstrate a commitment to lifelong learning through maintenance.

Request More Information!

Yankee Chapter’s Accreditation Co-Chairs Mary Ellen Hettinger, APR, and Jane Law, APR, can show you how. Not sure if the time is right for you? See this free webinar from PRSA, available on demand starting April 11:

Additional PRSA Resources

Yankee Chapter to Honor Van McLeod with Pat Jackson Award – April 12

Van McLeod will be honored posthumously by the Yankee Chapter of the Public Relations Society of America with its Patrick Jackson Award on Wednesday, April 12 at the Capitol Center for the Arts.  Van was NH Commissioner of the Arts. He demonstrated the importance of building relationships among many publics as he championed the arts and culture in our state.

The award recognizes a professional who is not in the public relations field but nonetheless successfully uses public relations principles to benefit his or her organization and society while demonstrating a track record of building relationships which earn trust.

Previous award recipients include Lew Feldstein, Governor Walter Peterson, John Swope, Michael Hickey, Dr. James Squires and Bishop Gene Robinson.

Joan Goshgarian of the NH Business Committee for the Arts will accept the award on behalf of her late husband.

The event will run from 5:30-7 p.m. and is free and open to the public.


PRXNE17: PR Means Business

April 28, 2017

Join us in the beautiful Finger Lakes region of New York for the 2017 PRSA Northeast District Conference, PRXNE 2017, on Friday, April 28, 2017. More than 200 public relations practitioners from the seven-state PRSA Northeast District are expected for this day-long conference packed with keynote presentations, case studies, panels and much more. Plan to network with colleagues and emerging professionals, and hear from experts across the industry.

Early Bird Registration is Now Open!


This year’s theme is “PR’s Role in Economic Development and The Bottom Line”

Everything we do as Public Relations practitioners must directly support The Bottom Line. Our ideas, strategies, tactics, and measurement must all be tied directly to the business goals and the success of our organizations and our communities. We have seen a tremendous boom of economic development in the Finger Lakes region, throughout New York State, and across the Northeast District, and so much of our work as PR practitioners has supported these efforts, whether through tourism, cultural development or the success of the companies we work for.

Ferociously Fun Networking Event

April 10, 2017 at 5:00 p.m.

The New Hampshire Fisher Cats have extended an invitation for YPRSA members to attend their “Ferociously Fun Networking” event April 10 at 5:00 p.m. YPRSA members will be able to network enjoy raffles, ballpark fare food, happier hour, raffles, and more!  All YPRSA members can receive two (2) complimentary mixer and game tickets and be some of the first fans to check out the new renovations at Northeast Delta Dental Stadium.

Tickets will be available for pick up the evening of the event at Will Call. If a member would like to provide a raffle prize from their organization, please bring it to the event. The evening’s DJ will be sure to announce a winner during the mixer!

Register Now:

Crafting Your Company’s Strategic Narrative

Thursday, February 23 from 4 – 5:30 p.m. at Southern New Hampshire University

Creating a company narrative can feel like throwing darts – you aim in a certain direction with a general messaging goal in mind, hoping that you land a bullseye.

So whether you’re fashioning a new brand or putting an old one into the fire, learn strategies for how to speak to your audience using audio, visual, and social as well as traditional methods.  Join us on Thursday, February 23 at Southern New Hampshire University from 4:00 to 5:30 p.m. as our panel of speakers will discuss how to set objectives for your company’s public relations strategy, and examine how to craft your company’s narrative across many media channels to best attract and retain your audience.

Members: $25.00 • Non-Members: $35.00 • Students/Interns: $5.00

Jayme Simões, President & CEO of Louis Karno & Company

Jayme Simões

Jayme manages client accounts and directs strategy and marketing efforts for Louis Karno & Company. He founded the agency in 1999 and has grown it from two clients to more than 50. Simões received the Advertising and Public Relations Award from the New Hampshire Travel Council twice  is past president of the Public Relations Society of America-Yankee Chapter; and in 2003 was named one of the state’s young leaders in the New Hampshire Union Leader’s “40 Under Forty” recognition. He has served on several local and statewide nonprofit boards, including the Concord Chamber of Commerce and NH Preservation Alliance. Jayme is a Chicago native, a Boston University graduate, and is fluent in Portuguese.

Andrew Parrella, NHPR Production Manager & Founder of Methusaleh Podcast Productions

Andrew Parrella

Something Wild podcast for ten years. He recently founded Methusaleh Podcast Productions and offers consulting, production and distribution services to novice and experienced podcasters alike.





Michael Conway, Owner of Means-of-Production

Michael Conway

Michael Conway is the founder and primary strategist at Means-of-Production. His company builds Squarespace websites and provides content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Means-of-Production provides all-in-one marketing tactics that attract the right clients through keyword rich online publishing and brand messaging for built environment companies throughout the United States.

Report from PRSA Leadership Assembly

PRSA’s annual meeting of the Leadership Assembly was held on Saturday, October 22nd, in conjunction with the International Conference being held in Indianapolis on the following three days.  The Assembly is the Society’s legislative body, and 203 delegates representing Chapters from around the country and the world gathered to hear reports on the state of the Society from its leadership and to vote on the Society’s incoming leaders as well as proposed bylaws changes.  Delegates from the Yankee Chapter were current President Liz LaRose and President-elect Tom Bebbington.

The Assembly voted to elect Anthony W. D’Angelo, APR, Fellow PRSA, chair of the Society for 2018. D’Angelo, professor of practice, public relations, at Syracuse University’s Newhouse School of Public Communications, Syracuse, N.Y, will serve as PRSA’s chair-elect on the National Board of Directors in 2017.

In addition to D’Angelo, several other candidates selected by the PRSA National Nominating Committee were elected to the PRSA National Board of Directors today for two-year terms beginning in 2017. The new board members are:

Treasurer: Debra D. Peterson, APR, vice president, external communications and community relations, CenturyLink, New Century, Kan.
Secretary: T. Garland Stansell, APR, chief communications officer, Children’s of Alabama, Birmingham, Ala.

District Representatives:

  • Director, Tri-State District: Andrew McCaskill, APR, senior vice president, global communications, Nielsen, New York, N.Y.
  • Director, East Central District: Richard J Batyko, APR, Fellow PRSA, senior vice president, marketing, communications & development, Team NEO, Medina, Ohio
  • Director, Western District: Michelle Olson, APR, general manager, Scottsdale office, Fingerpaint, Scottsdale, Ariz.
  • Director, Northeast District: Jo Ann S. LeSage Nelson, APR, vice president, client services, Pierce Communications, Albany, N.Y.
  • Director, Mid-Atlantic District: Samantha Julie Villegas, APR, president, SaVi PR, LLC, Washington, D.C.

Director At-Large:

  • Robert T. Hastings, Jr., APR+M, Fellow PRSA, executive vice president, communications & government affairs, chief of staff, Bell Helicopter, Fort Worth, Texas

They join incumbent Board of Directors members returning for 2016, including:

  • Chair: Jane Dvorak, APR, Fellow PRSA
  • Immediate-Past Chair: Mark W. McClennan, APR
  • Amy T. Coward, APR, Fellow PRSA, vice president, public relations, Palmetto Health Foundation, Columbia, South Carolina
  • Bonnie P. Upright, APR, senior vice president, Olympus Foundation Management, Orange Park, Florida
  • Don Hale, vice president for public relations and marketing communications, Georgia State University, Atlanta, GA
  • Joyce A. Lofstrom, MS, APR, senior director, corporate communications, HIMSS, Chicago
  • Ronele M. Dotson, APR, president, RAD Strategies Inc., Reno, Nevada
  • Sam James Morrey Sims, APR, director of public relations and marketing, US Fleet Tracking, Edmond, Oklahoma

Also of note: the Yankee Chapter’s own Jane Law, APR, was elected as a national 2017 national delegate-at-large. Delegates-at-large serve a one-year term and represent PRSA members who are not affiliated with a chapter.

There were three proposed bylaws amendments before the Assembly as well, each requiring a 2/3 majority to be enacted:

Amendment 1601 proposed changing the bylaws to allow the Leadership Assembly to vote remotely if it should be impractical to do so in person, e.g., in the event of a severe weather event at the meeting location that makes travel hazardous or impossible. The Board of the Yankee Chapter recommended a yes vote on this proposal. The proposal passed 183-14.

Amendment 1602 proposed changing the bylaws to allow the current Board of the PRSA to interview and recommend officer candidates, duties that previously were the responsibility of the Nominating Committee. The Board of the Yankee Chapter recommended a no vote on this proposal. The proposal passed 159-52.

Amendment 1603 proposed changing the bylaws to enable the Board to modify the Society’s bylaws, duties that heretofore had been in the hands of the Assembly. The Board of the Yankee Chapter recommended a no vote on this proposal. The proposal did not pass, 125-81.

Jane Law, APR

Congratulations to Jane Law, APR National Delegate-at-Large

Yankee Chapter’s own Jane Law was elected to the position of 2017 national Delegate-at-Large at the PRSA Leadership Assembly on October 22. Delegates-at-large serve a one-year term and represent PRSA members who are not affiliated with a chapter. The delegate-at-large positions require that the candidate hold an APR or serve or have served as a board member of a Chapter, District or Section. To be considered for the position, candidates should be outstanding in their ethical conduct, their participation in and commitment to PRSA and their professional achievements and recognition. Characteristics of each candidate also include leadership experience with PRSA and/or other professional associations; in-depth knowledge of PRSA, including an understanding of PRSA’s governance structure and broad knowledge of the public relations profession.

In her application, Jane noted “I strongly believe that PRSA members who have no chapter or section affiliation should have as much of a voice in the strategic direction and operations of the association as those who do have a more direct, closer affiliation with PRSA (through a chapter, district or section). As a Delegate-at-Large, I could help provide that voice for those unaffiliated members.”

Congratulations, Jane!