Rebuilding Trust, Ethics, and Communications in an Age of Innovation

Rebuilding Trust, Ethics, and Communications in an Age of Innovation

Wednesday, September 25, from 12-1pm EST, ONLINE




Now in its 24th year, the Edelman Trust Barometer is a global research study measuring trust in society. The 2024 report highlights broad gaps in the public’s trust in government leaders, business leaders, journalists, and technology companies. The findings serve as a wake-up call for business and policy leaders to better manage communications to regain and grow public trust and have implications for organizations of all sizes which serve customers and stakeholders.


Your Instructor: Drake Baer is Senior Vice President, Thought Leadership at the Edelman Trust Institute, where he guides the narrative development of research.  A former editor-at-large at Business Insider and senior writer at New York Magazine, Drake has authored two books, including Perception: How Our Bodies Shape Our Minds.


This PD session for Yankee PRSA is offered in collaboration with the Nackey S. Loeb School of Communications.

REGISTER NOW: Purposeful Partnerships: The Role of PR In Building Trust Among Collaborating Organizations

Title:  Purposeful Partnerships: The Role of PR In Building Trust Among Collaborating Organizations

Date:  Thursday. Aug. 15, 2024 12-1 p.m., via Zoom

Cost:  Free to PRSA members and Maine PR Council members; $20 for non-members

Registration Link:

Teamwork makes the dream work! We all know the saying, but in today’s cluttered communications and nonstop marketing environments, collaboration with external partners and like-minded organizations is a fundamental necessity. As many businesses undergo post-pandemic ‘re-sets’ or try to engage or retain audiences, partnerships or collaborations can help like-minded organizations achieve success by sharing resources, elevating messages, and broadening markets. But in reality – how does that collaboration flow? How do you build positive relationships, set goals and execute actions? How efficient is it? Where does conflict resolution come in? And what does ‘success’ look like?

Join the Yankee Chapter of PRSA August 15 for a productive one-hour lunch and learn session exploring this topic with leaders who are forging collaborations or have implemented successful partnerships. Jill Kimball, APR and the Marketing Manager at Northeastern Vermont Regional Hospital in St. Johnsbury,

Vermont, will moderate the session.



Jill Kimball, APR is Marketing Manager at Northeastern Vermont Regional Hospital in St. Johnsbury, Vermont, where she works with internal and external partners to demonstrate the value of high-quality health care services to community. Prior to NVRH, Jill was Community Relations Director at Ammonoosuc Community Health Services, Inc. a Federally Qualified Community Health Center in northern New Hampshire. She is the current VP of Public Relations for North Country Toastmasters, and founding member and Co-Chair of North Country Pride of Littleton, NH.


Kate Luczko is the Senior Director of HealthForce NH, where she serves as a statewide leader on healthcare workforce issues. She promotes solutions to healthcare workforce challenges by engaging, collaborating with, and soliciting input from partners, employers, higher education, policymakers, funders, the public, groups representing historically underserved populations, and other stakeholders. Prior to joining HealthForce, Kate engaged with many community partners through her work as the President & CEO of the Greater Nashua Chamber of Commerce, and as the founding President & CEO of Stay Work Play New Hampshire.


Peter J. Wright, FACHE is the President & CEO of Northwestern Medical Center in St. Albans, Vermont. Prior to coming to Vermont in January 2023, he served as the President of Bridgton & Rumford hospitals, two rural facilities within Central Maine Healthcare where he also served as a CMH Senior Vice President. Starting his career in marketing and public relations, he has more than two decades of leadership experience in healthcare operations and executive leadership. Peter served as an ACHE Regent for NH, Chair of the AHA Regional policy board for New England and as a Trustee for the American Hospital Association. Currently, Peter leads the New England Collaborative Health Network, a partnership of like-minded independent healthcare organizations established to enhance economic and financial stability, support clinical excellence, and strengthen communities for partners in the New England region.

How to Develop a Co-branded Marketing Strategy

By Marnie Grumbach, Yankee Chapter member and Founder of Fluent IMC (Westbrook, ME)

Co-branding with another organization can be a powerful way to expand your reach — either to new geographic markets or to new audience segments.


Highlights from “What’s Your Organization’s Secret Sauce?

The Role of Marketing & PR In Building Your Brand”

Over 60 PR practitioners registered for Yankee Chapter’s March 13th “lunch and learn” session on the role of marketing and PR in building an organization’s brand. Themes from this excellent panel discussion, facilitated by Clark Dumont, APR, Fellow PRSA, with Gail Winslow, APR, Head of Marketing for Halloran Consulting Group; Sarah Moore, SVP of Marketing for MGM Resorts and Lauren Keane, APR of Communications for SNHU (Southern NH University), include:

Be Clear On Your Goals

“At MGM, we talk about ‘ruthless prioritization,’” says Moore. “We want to make sure we allocate our time and talent to the right things. Silos are born out of misaligned goals and misaligned priorities.”

“We have corporate goals and marketing goals; whatever we do ties directly back to either our vision, our purpose, our 5 competencies or our four core values,” adds Winslow.

The Power of Storytelling Is Real

“Storytelling – sharing the stories of our students — has been the root of our success,” says Keane. SNHU is a university with a global footprint that now has 22,000 students, 2,500 alumni, and 10,000 employees. Keane describes SNHU as a university for those “for whom higher education is not a guarantee.” She told the story of a recent graduate, 63-year-old Robyn Roberts, who is “a grandmother of 33 and completed her degree while driving a truck.” Good Morning America and the other Robin Roberts picked up the story and gave SNHU some national exposure.

Be Strategic

“Marketing without data is just guesses,” says Moore. “Our use of attribution modeling and measurement has skyrocketed. It all depends on what you are trying to do. We’ll go more ‘upper funnel’ to raise awareness about a new restaurant, but if we are trying to fill hotel rooms, we’ll go full lower funnel to drive those bookings. The most important thing to do is get out there and test.”

At Halloran, Winslow’s number one goal is lead generation. “I’m not afraid to leave channels behind,” she says. “We’re not going to get business on Facebook, Twitter or Instagram in our business, so I focus on LinkedIn.”

On PR/Marketing Tools

“We use social media to reach reporters – social media can be your friend,” said Keane. She described a “diploma drop” done on Broadway (one of the cast members from the play ‘Come From Away’ earned their SNHU degree). When the quick-turn video was picked up by the Broadway crowd, reach exploded – “especially after actress Sara Bareilles put it out there”. Keane put a plug in for Muckrack as a media monitoring service offered “at lower cost with great customer service.”

“Content is my number one weapon,” says Winslow. “Know that you can implement low-cost tools. We’re using digital advertising and workflow automation through Hubspot.”

AI: Best Used In Combination With The Human Touch

“We’ve learned what we’re NOT going to do with AI,” says Moore. We’ll use it, but our rule is ‘last touch human.’” Winslow agrees, saying they use AI as a “jumpstarter” but “nothing goes out the door unless it’s been edited by a human (and sometimes, too many humans).” Keane chimes in that she has seen content generated by AI only, humans only and a combination of the two; and often the combination of AI and humans produces the best result – “it is content that is more clear and precise.”

It’s All About Measuring Outcomes

Panelists agreed that while revenue is a mark of success, there are behavior-based metrics – like the number of hotel reservations, and the number of contacts with an organization – and more surface metrics like press coverage, hits to the website, and social media “likes”. We know from PRSA’s Barcelona Principles that the PR field is moving toward more outcomes vs. output measurement.

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 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:


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:

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.