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 .

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


Connect with Industry Professionals


PRSA offers members a variety of ways to network with industry professionals, both online and in-person.

By Location

If you would like to connect with your local peers than joining your local PRSA Chapter is a must!

PRSA has more than 100 local groups, known as Chapters. PRSA Chapters are based on geography and are located in all 50 states, with some states having multiple Chapters. Click here to find your local Chapter.

What You Will Gain by Joining a Chapter:

  • Become better known in your local public relations community
  • Learn about business and career opportunities
  • Engage in professional development
  • Volunteer leadership opportunities
  • Discounts to events (when applicable)
  • Valuable industry contacts and lifelong friends

By Industry

Not all PR is the same. A PRSA Section membership is for those professionals looking to connect with other public relations and communication peers in their industry.

PRSA has 14 professional interest groups, known as Sections. Each Section focuses on a specific industry that public relations and communication professionals serve, and a few of the Sections are geared towards career level and business owners.

Members of these Sections are able to connect with industry peers who have similar needs and share the same challenges. These groups share important and relevant information about their area of interest through a variety of channels throughout the year.

Click here to learn how to join a PRSA Section.

PRSA’s Professional Interest Sections:

Each Section provides members:

  • Professional development opportunities
  • Networking opportunities online and at select events
  • Volunteer opportunities
  • Section newsletter
  • Discounts to Section sponsored events (when applicable)


MyPRSA is our  members-only, secure, private community that empowers our members to create meaningful communication and share resources. It is a great place to connect with more than 21,000 PR and communication professionals, get answers to your most pressing questions and share your own insights and experiences with other members.

With more than 800 discussions the community has quickly become a popular member benefit as it provides members with a new way of engaging with peers all over the country.

What PRSA members using the community for:

  • Share information and resources quickly
  • Collaboration
  • Solve problems
  • Ask questions
  • Get feedback
  • Seeking out recommendations


2018 Annual Meeting Nov. 1

Join Yankee Chapter PRSA for a discussion on How to Keep Brands Relevant in a Changing Environment followed by our annual meeting and networking with professional colleagues.

Hear expert commentary from  Rebecca Acton, Director of Digital Marketing, Matter Communications 

Presenting: Keeping Brands Relevant in a Changing Environment

When: Thursday, Nov. 1, 8:30 a.m.

Where: Red River Theatres, Concord, N.H.

$25: PRSA and VT/NH Marketing Group members
$30: Member & Guest
$35: Not-Yet Members; $5: Students/Interns

Sponsored by Northeast Delta Dental

Stacey Smith

Measuring Internal Communications Success – 9/25/18

The Newly Codified Measurement Standards  for Internal Communications

How They Can Help Focus & Improve Your Internal Communication Efforts

Presented by Yankee Chapter Member Stacey Smith, APR, Fellow PRSA

Stacey Smith, APR, Fellow PRSA

Stacey Smith, APR, Fellow PRSA

An international team of internal communications experts, including Yankee Chapter’s own Stacey Smith, has been researching internal communications standards for the past three years, and has agreed upon 22 measurement standards for internal communication work. Stacey will review the standards, talk about how they were identified, and discuss how you can use them to both measure your results and bring focus to your internal relations and communications efforts.

WHEN: Tuesday, September 25, 2018 from 4:30 to 8:00 p.m.

WHERE: Walker Auditorium, Southern New Hampshire University,2500 North River Road Manchester, NH

COST: ; Students Free


Networking Night at NH Fisher Cats

Yankee Chapter PRSA/VT/NH Marketing Group host networking session with NH Fisher Cats

Join Yankee Chapter PRSA and the VT/New Hampshire Marketing Group at Northeast Delta Dental Stadium in Manchester on Thursday, July 19, for an exclusive night of networking and NH Fisher Cats baseball.

Tickets are $40 and include an all-you-can-eat buffet, indoor space with balcony seats and an outdoor patio with tables to enjoy the game. Only 50 tickets are available for the event.

Gates open at 5:35 p.m. with the buffet available from 6:35 to 8:05 p.m. The NH Fisher Cats will the play Harrisburg Senators. An Atlas Fireworks show will take place at the conclusion of the game.

As a special benefit to YPRSA and VT/NH Marketing Group members, NH Fisher Cats President Mike Ramshaw will also meet with ticketholders before the game.

Yankee Chapter PRSA recently announced its alliance with the VT/NH Marketing Group. The alliance offers members from both organizations networking opportunities with industry experts from their respective communications disciplines.

Get your tickets now: www.vtnhmg.org/event-2924251

Ticket Disclaimer:

This professional development session requires a ticket for entry. A ticket(s) will be purchased per your order. In the event you are unable to attend, the ticket cannot be canceled. You are responsible for value of the ticket(s) purchased on your behalf. If you cannot attend, you can transfer the ticket to a colleague.

Navigating a Crisis with Legal Support — March 29

A crisis can destroy any business. Winning the legal battle, while losing stakeholder support for the brand might mean there’s nothing left to fight for.

Join Yankee Chapter PRSA on Thursday, March 29, from 4 to 6 p.m., at Nixon Peabody LLP (900 Elm St, Manchester, NH 03101), where attorney Scott O’Connell will share his experience counseling companies in crisis situations.

Protecting brands in litigation is complex, with companies defending themselves in the court of public opinion long before a court of law.

Scott O’Connell

Navigating a crisis is the responsibility of everyone involved. Teams must work together to negotiate criminal, regulatory and civil proceedings as well as the media relations and social media challenges. Unfortunately, sometimes those competing interests create silos that complicate the process.


Scott O’Connell is chair of the Litigation Department and a member of the firm’s management committee. He is a trial lawyer known for his perseverance, strategic thinking and value-driven service for clients. Scott focuses on class action and aggregate litigation and corporate governance and control contests. He is currently representing financial services, life sciences, manufacturers and healthcare companies in high exposure disputes with associated significant reputational harm in parallel civil, criminal and regulatory proceedings.

When: Thursday, March 29, from 4 to 6 p.m.

Where: Nixon Peabody LLP (900 Elm St, Manchester, NH 03101)

COST: PRSA Members: $20; PRSA Member + Guest: $30; Non-Members: $30; Students/Interns: No Charge

Meet the Media – Jan. 25, 2018

Successfully working with reporters is core to any media relations professional’s career. Join Yankee Chapter PRSA for a Media Panel that will walk you through how to break through the clutter and connect with reporters.

Much like two lawyers in a courtroom, media and public relations professionals work together in a friendly but adversarial relationship. The two sides work together to inform the public, but often from different perspectives. Building relationships with those reporters is the best way to get your story heard.

Our panelists will share their tips, outlook, and advice on how to work with them and their media outlets. Here’s your chance to ask the media how to best connect.

WHEN: Thursday, Jan. 25, 5 to 7 p.m.

WHERE: Nackey S. Loeb School of Communications, 749 East Industrial Park Drive Manchester, NH 03109

COST: PRSA Members: $10; PRSA Member + Guest: $15; Non-Members: $20; Students/Interns/Members of the Media: No Charge

Media Panelists include:

Dave Brooks, Concord Monitor and author of the Granite Geek Blog

Dave Brooks, Concord Monitor and the Granite Geek Blog

Dave Brooks is a Concord Monitor columnist and author of the Granite Geek Blog. He has written a science/tech column since 1991 and in 2006 began the Granite Geek Blog, which keeps an eye on topics of geekish interest in and around New Hampshire, from software to sea level rise, population dynamics to 3-D printing. He moderates monthly Science Cafe NH discussions, beer in hand, and discusses the geek world regularly on New Hampshire Public Radio.



Sam Evans-Brown, New Hampshire Public Radio

Sam Evans-Brown, New Hampshire Public Radio

Sam Evans-Brown has been working for New Hampshire Public Radio since 2010 when he began as a freelancer. His work has won him several awards, including two Edward R. Murrow awards, and he was a 2013 Steinbrenner Institute Environmental Media Fellow at Carnegie Mellon University. He studied politics and Spanish at Bates College, and before reporting was variously employed as a Spanish teacher, farmer, bicycle mechanic, ski coach, research assistant, a wilderness trip leader and a technical supporter.



Trent Spiner, New Hampshire Union Leader and Sunday News

Trent Spiner, New Hampshire Union Leader and Sunday News

Trent Spiner is the executive editor of the New Hampshire Union Leader and Sunday News. He began his Union Leader career as an independent news correspondent. After a stint as an assignment editor at WMUR-TV, he returned to the Union Leader, where he was named executive editor in 2014. Trent is one of 25 young newspaper professionals named in Editor & Publisher’s annual listing of “25 under 35” who are making a difference in “delivering information and the truth to their communities.”



David Sakowich, WMUR-TV

David Sakowich, WMUR-TV

David Sakowich is the news assignment manager at WMUR-TV, a Hearst Television station in Manchester, New Hampshire. Since 2004, David has coordinated daily news coverage at the ABC affiliate along with special reports, “First in the National Primary” political coverage and other station events. Prior to joining WMUR-TV, David was an assignment editor at WHDH-TV in Boston from 2001-2004. David also worked as a news anchor and reporter. Since working at WMUR-TV, David and the news team have won several regional and national Edward R. Murrow awards for news, political coverage and the station’s “State of Addiction” campaign focusing on the drug epidemic in New Hampshire. David is also an Emmy nominated journalist.


Is It Real? Communicating in a World of Fake News, December 5

Social media has shaken the communications industry, and staying informed in an always-on media world is more challenging than ever. Any story, good or bad, can go viral at any time. Understanding how to identify fake news and ethically fight back is an important skill for every professional communicator.

Join Yankee Chapter PRSA for a discussion on successfully delivering messages in a world filled with “fake news,” followed by our annual meeting and networking with professional colleagues.

When: TUESDAY, DECEMBER 5, 2017, 3–6 p.m.

Where: New Hampshire Institute of Politics, Saint Anselm College, Manchester, NH

Cost: $25: PRSA Members; $30: Member & Guest; $35: Not-Yet Members; FREE: Students/Interns/Saint Anselm Staff


Meet Our Panelists and Moderator

Randall Mikkelsen

Randall Mikkelsen

Randall Mikkelsen, Managing Editor North America, Enterprise Risk Management, Thomson Reuters Regulatory Intelligence

Randall Mikkelsen has worked as a financial and political journalist with Thomson Reuters since he joined Reuters in 1988. He has covered many of the major stories of the era, including the fall of the Soviet Union, the impeachment of President Bill Clinton, the war on terrorism and the financial crisis.

Randall was a front-row member of the White House press corps for nearly seven years. He also covered the Justice Department, CIA and other agencies in Washington and served postings in Philadelphia and Stockholm, Sweden. As a desk editor in Washington, he handled major stories from around the globe.

He has won awards from the Society of American Business Editors and Writers and the North Dakota Newspaper Association.

Randall has lived in Plaistow since 2009. He founded the Friends of Education at Timberlane and the New Hampshire Theater Spotlight pages on Facebook and writes press releases as a volunteer for the Seacoast Repertory Theatre in Portsmouth.

Melissa Albano-Davis

Melissa Albano-Davis

  Melissa Albano-Davis, Founder & President, Grapevine Marketing

Melissa is an inbound marketing-obsessed entrepreneur working with financial, healthcare, and higher education organizations to help them grow and thrive. She helps businesses build proven, trackable campaigns so that they know what works and what doesn’t, using that knowledge to launch remarkable programs. Melissa holds certifications in inbound marketing and SEO from Google and HubSpot. She writes a monthly marketing series for the New Hampshire Business Review and contributes to various publications. She is a member of the Entrepreneur’s Fund of New Hampshire advisory board and the Boston Women’s Leadership Council. Melissa holds a BS in Marketing from Northeastern University and has mastered the fine art of running conference calls and webinars while juggling her toddler son and his toys on her lap.

Melissa Zimdars

Melissa Zimdars

Melissa Zimdars, Assistant Professor of Communication and Media, Merrimack College

Melissa Zimdars is an Assistant Professor of Communication and Media at Merrimack College. She is currently working on a co-edited anthology of essays entitled Fake News: Mis/Disinformation in the Digital Age.




Roz Whitaker-Heck, APR

Roz Whitaker-Heck, APR

Dr. Roz Whitaker-Heck, APR, has been an associate professor and associate dean in the Division of Communication and Creative Media at Champlain College in Burlington, VT since July 2015. She also serves as the faculty advisor for the Champlain PRSSA chapter which she helped to reinstate in January 2016.

She earned a B.A. in Communication from Howard University (Washington DC), an M.S. in Media Management from Virginia Commonwealth University (Richmond, Va.) as well as a doctorate in Higher Education Administration from George Washington University (Washington, D.C.).  Her research project examined the tactical and strategic roles of public relations officers employed in U.S. higher education institutions.

Her professional career spans 20 years and includes time at Penn State University as a PBS producer/director; a media spokesperson for the Newport News (Va.) Public School District; as well as serving in faculty and administrative positions at Hampton University, and Old Dominion University in the state of Virginia.

She has been an active member of PRSA national since 2000 and has served in various officer positions with state chapters. She was most recently elected as a YPRSA board member.


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.