Public Relations Society of America, Buffalo/Niagara Chapter is proud to host the 2008 Northeast District Conference
Thank you from the Public Relations Society of America, Buffalo Niagara Chapter! The Northeast District Conference, “Don’t Just Wing It: Strategies for PR Success” was a success in itself!
Not able to make it? Check back periodically to download conference podcasts, PowerPoints and other session materials.
Check out conference photos on Flickr!
“Don’t Just Wing It: Strategies for PR Success”
PRSA 2008 Northeast District Conference
PRSA 2008 Northeast District Conference
Thursday, Sept. 11, 2008
Adam’s Mark Hotel & Conference Center
Buffalo, NY
8:00 – 8:45 a.m.
Registration and Continental Breakfast
8:45 – 9:00 a.m.
Welcome & Introductions
Michael Barone, Buffalo-Niagara PRSA Chapter President
Deborah Silverman, Ph.D., APR, PRSA Northeast District Chair and Conference Chair
9:00 – 9:45 a.m.
“Trends in the PR Industry”
Michael G. Cherenson, APR, PRSA National Chair-Elect and
Executive Vice President, Success Communications Group, Parsippany, N.J.
In 2007, Michael Cherenson was named Chair-elect of PRSA. Prior to his election, he served as PRSA Secretary and was a three-year member of the PRSA Board of Directors. His expertise extends to all disciplines of public relations, including corporate, marketing, internal and crisis communication, government relations, event management, and interactive public relations. At Success Communications Group, he serves as Executive Vice President and senior public relations counselor and strategist, and is involved with all public relations activities for the firms' diverse clientele. He is a graduate of Ithaca College, Ithaca, N.Y.
In 2007, Michael Cherenson was named Chair-elect of PRSA. Prior to his election, he served as PRSA Secretary and was a three-year member of the PRSA Board of Directors. His expertise extends to all disciplines of public relations, including corporate, marketing, internal and crisis communication, government relations, event management, and interactive public relations. At Success Communications Group, he serves as Executive Vice President and senior public relations counselor and strategist, and is involved with all public relations activities for the firms' diverse clientele. He is a graduate of Ithaca College, Ithaca, N.Y.
9:45 – 10:00 a.m.
Break
10:00 – 10:50 a.m.
Breakout Session #1
1) Communicating When Your Company is Under Siege
a. Moderator: Kevin P. Kane, APR, Corp. Comm. Manager, Excellus BlueCross BlueShield
b. Kent J. Landers, APR, Director, External Communication, Delta Airlines
Kent is Delta’s chief spokesman and oversees all U.S. media relations from its Atlanta headquarters. Since joining Delta in 2005, he has played strategic roles in coordinating communications for the ninth-largest Chapter 11 filing in U.S. history, the sale of a $1 billion regional airline subsidiary, the restructuring of Delta’s entire domestic and international route network, the launch of nearly 100 new international routes, the crash of Comair Flight 5191, the successful campaign to stop a hostile takeover by US Airways, Delta’s successful emergence from Chapter 11 and re-listing on the NYSE, and the recent announcement of Delta’s proposed merger with Northwest Airlines. He currently serves as a national co-chair for the Champions for PRSSA, was PRSSA national president in 1998 and was inducted into the PRSSA Hall of Fame in 2004. He also serves on the Communications Advisory Board for the University of Tennessee at Martin.
c. Gina Laughlin, General Manager, Corp. Comm., Delta Airlines
Gina directs communications to more than 40,000 Delta employees worldwide. She also manages Delta’s crisis communication plan, and recently led internal and external communications during its national labor union’s unsuccessful attempt to organize the airline’s flight attendants. She also serves as a spokesperson and held responsibility for media relations in key hubs and focus cities, including Atlanta, Cincinnati, Washington, D.C. and Boston, during the airline’s bankruptcy restructuring. She graduated summa cum laude from Syracuse University with a dual degree in public relations and political science. She is an active member of PRSA and is a former PRSSA National President.
2) Social Media PR: The Evolution of the Press Release
Joseph Stabb, Marketing Specialist/Web Administrator, Welch Allyn
Joe has always had a passion for communication — evidenced by his being voted “Loudest Male” by Oneida (N.Y.) High School’s Class of 1999. He began his career as an in-flight instructor and flight attendant for US Airways, where he learned his passion for public relations as he became a government affairs representative for the Association of Flight Attendants, which included lobbying on Capitol Hill. He later enrolled at of Utica College of Syracuse University, where he was President of its PRSSA chapter, Vice President of UC Pride, and a Student Government Senator. He also worked in the public relations offices for local businesses such as the Utica Zoo, Heritage Health Care Center and Madison Cortland ARC. After graduating in 2007 with his bachelor’s degree, he attended graduate school at Buffalo State College and landed a job at Buffalo’s WIVB / WNLO-TV as an Internet Content Producer. He has a flair for new media, conducts extensive research in this growing area and is an expert on blogs, podcasts, and social web media.
3) Freelancing Tips & Tricks
Terri Parsell Hilmey, Freelance Writer
Terri grew up in Orchard Park, N.Y., and went to college in Boston, Mass. She returned home to Buffalo after living in Boston for 15 years, worked for a large local law firm, and then for a New York Supreme Court Judge until the birth of her first child in 2004. Since then, she has had two more children, and, while raising them, has been writing for many local publications on a freelance basis, and has also written two novels.
4) How to Grab Your Future Employer’s Attention
(Interviewing, résumés, and recruiting for PR students)
(Interviewing, résumés, and recruiting for PR students)
a. Tony Astran, Publications Staff Writer, Buffalo State College
Tony writes feature stories for the Bulletin, a weekly e-newsletter for faculty and staff. He was previously an account executive with Eric Mower and Associates and Ogilvy Public Relations Worldwide in Chicago, managing clients such as Castrol, Maid of the Mist, Snap-on Tools, Buffalo City Mission, and LP Ciminelli (Buffalo Public Schools Reconstruction Program). He is a longtime PRSA member and part of the Buffalo Niagara chapter’s e-comm and website committees. He is also the marketing and public relations chairperson on the executive board of Brush-Up Buffalo. Tony graduated magna cum laude from Loyola University Chicago with a bachelor’s degree in communication and a minor in marketing.
b. Anne Mahoney Glose, co-Owner, talent management and human resource firm
E.K. Ward & Associates
Anne began her career in a corporate management development program at a major financial institution. During her corporate career she held HR management positions in employment, employee relations, compensation & benefits administration, and corporate relocation. Her position at E. K. Ward allows her to use her human relations and coaching skills to deliver effective career development consulting services. She is also an adjunct faculty member at the University at Buffalo, teaching a Career Management mini-course to M.B.A. students. She has led many consulting projects, providing services to clients in a wide range of areas such as talent management, compliance, succession planning, assessments, integration of multiple human resource departments, and employee surveys. She is instrumental in the development and delivery of many of E. K. Ward’s training and development programs. She earned her undergraduate degree in marketing from the University of Notre Dame, as well as an M.B.A. from Canisius College.
E.K. Ward & Associates
Anne began her career in a corporate management development program at a major financial institution. During her corporate career she held HR management positions in employment, employee relations, compensation & benefits administration, and corporate relocation. Her position at E. K. Ward allows her to use her human relations and coaching skills to deliver effective career development consulting services. She is also an adjunct faculty member at the University at Buffalo, teaching a Career Management mini-course to M.B.A. students. She has led many consulting projects, providing services to clients in a wide range of areas such as talent management, compliance, succession planning, assessments, integration of multiple human resource departments, and employee surveys. She is instrumental in the development and delivery of many of E. K. Ward’s training and development programs. She earned her undergraduate degree in marketing from the University of Notre Dame, as well as an M.B.A. from Canisius College.
5) Driving the Reputation of North America's Leading Corporations:
A New Look At The Components of Reputation
A New Look At The Components of Reputation
Terence Flynn, Ph.D., APR, FCPRS, McMaster University
For more than 20 years, Dr. Flynn built an international public relations practice, specializing in environmental risk communication and community relations with such organizations as the Navy Environmental Health Center, the Chemical Manufacturers' Association, the U.S. Army, the Defense Logistics Agency, Ciba Specialty Chemicals, Allied Signal, the American Gas Association, the Edison Electric Institute, Florida Power Corporation, the Region of Niagara, Toyota Motor Manufacturing Canada, and the Town of Walkerton, Ontario.
His work has been internationally recognized by the Canadian Public Relations Society (CPRS), the International Association of Business Communicators, the Community Relations Awards program and the Apex Awards for Publication Excellence. In 1993 he received his APR designation from CPRS, and in 2008, became a CPRS Fellow. He is also a member of the Reputation Institute, the International Association of Business Communicators, and the Association of Educators in Journalism and Mass Communication. In 2004, he completed his doctoral degree in mass communications, specializing in crisis and risk communication, at the Newhouse School of Public Communications. He also has a Master’s of Science in Communications Management from Syracuse University. He is currently on the faculty of the DeGroote School of Business at McMaster University where he directs Canada’s first and only Master of Communications Management degree program.
10:50 – 11:00 a.m.
Break
11:00 – 11:50 a.m.
Breakout Session #2
1) PR Panel on Government Affairs
a. Moderator: Don Goralski, APR, Sr. Program Officer, Business Development & Strategic Partnerships, University at Buffalo Multidisciplinary Center for Earthquake Engineering Research
b. Ryan McPherson, Chief of Staff, External Affairs, University at Buffalo
Ryan directly oversees government and community relations, provides leadership to university-wide events, and works closely with University Communications, Development and other senior university administrators. His primary role is promoting and advocating for the university throughout the Buffalo/Niagara region and New York State. To achieve this, he employs an integrated advocacy model that leverages partners from inside and outside the university to amplify UB’s core message of academic excellence and its vision to become a premier public research university. He received a bachelor’s degree from the University of New Hampshire and graduated from the University at Buffalo Law School magna cum laude. He and his wife, Alexandra, have a 5-year-old daughter and a 2-year-old son and live on their farm in East Aurora, N.Y.
Ryan directly oversees government and community relations, provides leadership to university-wide events, and works closely with University Communications, Development and other senior university administrators. His primary role is promoting and advocating for the university throughout the Buffalo/Niagara region and New York State. To achieve this, he employs an integrated advocacy model that leverages partners from inside and outside the university to amplify UB’s core message of academic excellence and its vision to become a premier public research university. He received a bachelor’s degree from the University of New Hampshire and graduated from the University at Buffalo Law School magna cum laude. He and his wife, Alexandra, have a 5-year-old daughter and a 2-year-old son and live on their farm in East Aurora, N.Y.
c. Pattie Paul, Manager, Government Affairs, National Fuel Gas Company
Pattie is responsible for developing, managing, and advocating her company’s position on issues that affect its business and its customers on a state and local level. She graduated from Medaille College in 1993 with a bachelor’s degree in Business Resource Development, and in 2000, with an M.B.A. She currently serves on the Board of Directors for the Hamburg Chamber of Commerce and chairs its Government Affairs Committee. She also serves on the Board of Directors for the Hamburg IDA and is a member of the Leadership Council for the Erie County IDA. She belongs to the Buffalo Niagara Partnership Government Affairs Committee, and is a member of the Coalition for Community Building. She also serves on the Business Council of New York State’s Energy Committee, Government Affairs Committee, PAC Board, and is a member of its Steering Committee. She recently served on the Capital Campaign Committee for the Hauptmann Woodward Institute.
Pattie is responsible for developing, managing, and advocating her company’s position on issues that affect its business and its customers on a state and local level. She graduated from Medaille College in 1993 with a bachelor’s degree in Business Resource Development, and in 2000, with an M.B.A. She currently serves on the Board of Directors for the Hamburg Chamber of Commerce and chairs its Government Affairs Committee. She also serves on the Board of Directors for the Hamburg IDA and is a member of the Leadership Council for the Erie County IDA. She belongs to the Buffalo Niagara Partnership Government Affairs Committee, and is a member of the Coalition for Community Building. She also serves on the Business Council of New York State’s Energy Committee, Government Affairs Committee, PAC Board, and is a member of its Steering Committee. She recently served on the Capital Campaign Committee for the Hauptmann Woodward Institute.
d. Stephen Bell, Senior Counselor, Eric Mower & Associates
Steve has covered some of New York’s most important stories. Before joining Eric Mower & Associates (EMA), he was Editorial Page Editor of The Buffalo News. His analyses and opinions helped affect public policy and influenced state, local and national politics. During 20 years at The News — Upstate New York’s largest newspaper — Steve also served as Managing Editor, City Editor and Business Editor. Prior to joining The News, he was a reporter for The Associated Press in both Albany and Buffalo. His career began at the Stamford (Conn.) Advocate. As a senior member of EMA’s public affairs practice, Steve counsels clients regarding policy, media relations, crisis management, community and regulatory matters, as well as assisting in a full range of public relations services. His clients have included the Seneca Nation of Indians, Erie County Medical Center, New Era Cap, The Buffalo Zoo, Buffalo Academy of the Sacred Heart, Jewish Community Center, Erie County Industrial Development Agency, and the YWCA.
Steve has covered some of New York’s most important stories. Before joining Eric Mower & Associates (EMA), he was Editorial Page Editor of The Buffalo News. His analyses and opinions helped affect public policy and influenced state, local and national politics. During 20 years at The News — Upstate New York’s largest newspaper — Steve also served as Managing Editor, City Editor and Business Editor. Prior to joining The News, he was a reporter for The Associated Press in both Albany and Buffalo. His career began at the Stamford (Conn.) Advocate. As a senior member of EMA’s public affairs practice, Steve counsels clients regarding policy, media relations, crisis management, community and regulatory matters, as well as assisting in a full range of public relations services. His clients have included the Seneca Nation of Indians, Erie County Medical Center, New Era Cap, The Buffalo Zoo, Buffalo Academy of the Sacred Heart, Jewish Community Center, Erie County Industrial Development Agency, and the YWCA.
2) Media Relations for the PR Professional
a. Moderator: John DellaContrada, Director of Media Relations/National Media, Office of News Services, University at Buffalo
b. Janice Lieberman, Reporter, NBC
Janice is a seasoned consumer expert. She has worked for CNBC as the host of “Steals and Deals,” was the consumer editor for Good Morning America and is presently the consumer correspondent for the “Today” show. She has hosted 2 consumer specials for the Fine Living Network as well. She is the author of “Tricks of the Trade: A consumer survival guide” and is busy writing a book on “Shopping for a Husband” due out this spring. Lieberman is a native of Buffalo and a graduate of Rutgers University. She is married to Steve Gerber, and has 5-year-old David and 7-week-old Judah.
Janice is a seasoned consumer expert. She has worked for CNBC as the host of “Steals and Deals,” was the consumer editor for Good Morning America and is presently the consumer correspondent for the “Today” show. She has hosted 2 consumer specials for the Fine Living Network as well. She is the author of “Tricks of the Trade: A consumer survival guide” and is busy writing a book on “Shopping for a Husband” due out this spring. Lieberman is a native of Buffalo and a graduate of Rutgers University. She is married to Steve Gerber, and has 5-year-old David and 7-week-old Judah.
c. Carol Stevens, Managing Editor, News, USA Today
Carol Stevens was named Managing Editor of the News Department at USA Today — the nation’s largest-circulation newspaper — in May 2004. She oversees news content for USA Today and usatoday.com. Previously, she worked as Editor of the Editorial Page at USA Today and as Deputy Editorial Page Editor. She was Assistant Editorial Page Editor at The Baltimore Sun. She has also worked as a national reporter and editorial writer at USA Today. One of her earliest journalism jobs was at The Buffalo Courier-Express where she was a reporter and columnist.
Carol Stevens was named Managing Editor of the News Department at USA Today — the nation’s largest-circulation newspaper — in May 2004. She oversees news content for USA Today and usatoday.com. Previously, she worked as Editor of the Editorial Page at USA Today and as Deputy Editorial Page Editor. She was Assistant Editorial Page Editor at The Baltimore Sun. She has also worked as a national reporter and editorial writer at USA Today. One of her earliest journalism jobs was at The Buffalo Courier-Express where she was a reporter and columnist.
d. Lawrence Haneberg, Webmaster, WGRZ-TV
Lawrence D. Haneberg was named Webmaster at WGRZ-TV, Gannett’s NBC affiliate in Buffalo, in January 2005. He oversees the operation of all of WGRZ's websites, including WGRZ.com, WNYLiving.tv, WNYMoms.com and WNYHighSchoolSports.com. In his alter-ego as “Larry the Web Guy,” Haneberg is the movie critic for WGRZ-TV.
Prior to joining Gannett, Haneberg was Principal Web Technologies Instructor at Tech State, Inc., a Western New York computer training center, and a master instructor for New Horizons Computer Training Center of Western New York. Before that, Haneberg accumulated nearly two decades of experience as a broadcast journalist. He was a news producer and computer systems analyst at WIVB-TV in Buffalo, and a producer at WSVN-TV in Miami and WTLV-TV in Jacksonville. Prior to his television career, Haneberg spent time in the trenches of radio news. He studied communication theory at the University at Buffalo.
3) “Social Web Media”
Michael Pranikoff, Director of Emerging Media, PR Newswire
Michael Pranikoff, director of Emerging Media at PR Newswire, is responsible for educating PR Newswire staff and customers about the role emerging media, such as RSS, blogs, social networks, search engines, and other Web 2.0 technologies play in public relations. Michael joined PR Newswire in 1998 in a client services role, and was quickly promoted through the ranks. He immersed himself in the technology industry in and around the Washington, D.C. area working with clients such as XM Satellite Radio, AOL and the Consumer Electronics Association. In 2003, Michael was named the National Technology Markets Specialist, a role that allowed him to continue working with his clients while assisting PR Newswire account managers across the country in their work with technology companies and organizations. Michael is also the creator and facilitator of PR Newswire’s Seminar Series entitled “PR in a Web 2.0 World”. Michael has been a featured speaker and moderator at events across the country. Michael is also a featured contributor to several blogs, podcasts, and newsletters. Prior to joining PR Newswire, Michael worked for MacNeil / Lehrer Productions which produces the NewsHour with Jim Lehrer. Michael graduated from Syracuse University with a degree in Speech Communications.
4) Students: Meet the Professionals
“Speed networking” with various public relations professionals.
· Chet Bridger, VP of Corporate Communications, M&T Bank
· Kevin Kane, APR, Corporate Communication Manager, Excellus BlueCross Blue Shield
· Joslyn McArdle, Freelance writer and events planner
· Betsy Murrett, Account Supervisor, Travers Collins & Company
· Christopher K. Veronda, APR, Manager, Communication Initiatives, Eastman Kodak
· Joseph M. Zappala, APR, Chief Communications Officer, Cornell University’s Industrial & Labor Relations School
11:50 – 12:00 p.m.
Break
12:00 – 1:30 p.m.
Lunch
Social Media by M.A.I.L. – Putting new media into your communications mix.
Collin Douma, Senior Counselor, Social Media Expert, Hill & Knowlton Canada
By now, most communicators have heard about Web 2.0, social media, social networks, video sharing and how all this new media is changing the landscape. It’s daunting to jump into this world of online conversations and many communicators stand on the sidelines with no clue of how to get started. This session will give communicators a road map and set of tools they can use right away to get their organizations, and themselves, ready to join the new media conversation.
David Jones is Vice President, Digital Communications in Hill & Knowlton’s Toronto office, where he develops and executes online PR campaigns that connect clients to stakeholders through blogs, podcasts, social networks and other online engagement opportunities. His broad experience in corporate, financial, food/beverage, packaged goods, sports, events and Internet allow him to successfully introduce online communication strategies to clients across all sectors. He has won multiple local, national and international awards for his work with Molson, was managing editor for Golf Canada magazine and managed PR at some of Canada’s major sports and entertainment events. He holds a journalism degree from Ryerson University in Toronto, authors a popular PR blog (prworks.ca) and co-hosts the top Canadian PR podcast, “Inside PR” (insidepr.ca).
David Jones is Vice President, Digital Communications in Hill & Knowlton’s Toronto office, where he develops and executes online PR campaigns that connect clients to stakeholders through blogs, podcasts, social networks and other online engagement opportunities. His broad experience in corporate, financial, food/beverage, packaged goods, sports, events and Internet allow him to successfully introduce online communication strategies to clients across all sectors. He has won multiple local, national and international awards for his work with Molson, was managing editor for Golf Canada magazine and managed PR at some of Canada’s major sports and entertainment events. He holds a journalism degree from Ryerson University in Toronto, authors a popular PR blog (prworks.ca) and co-hosts the top Canadian PR podcast, “Inside PR” (insidepr.ca).
1:30 – 1:45 p.m.
Break
1:45 – 2:35 p.m.
Breakout Session #3
1) Is there a glass ceiling for women in public relations?
Brenda J. Wrigley, Ph.D., APR, Associate Professor of Public Relations,
S.I. Newhouse School of Public Communications at Syracuse University
S.I. Newhouse School of Public Communications at Syracuse University
Dr. Wrigley’s research focuses on gender and diversity in public relations. She is the past chair of the Work, Life & Gender Committee of PRSA; a former PRSSA faculty adviser at Michigan State University; a Silver Anvil Judge, and; member of the Educator’s Academy of PRSA. She is a co-author of the PRSA-sponsored book, “Learning to Teach.”
2) Down and Dirty: Practical Lessons on Blogging & Social Media Ethics
Mark McClennan, APR, Vice President, Schwartz Communications, Waltham, Mass.
McClennan works with clients to determine overall messaging and strategy, while remaining actively engaged with the media and analysts. He helps spearhead Schwartz Communications social media practice. His teams have been recognized with more than 45 public relations awards, including four Silver Anvils, and two Bell Ringers for the best social media campaigns of 2007.
He is an active blogger, and a frequent speaker on topics including public relations measurement and social media. McClennan is a published writer on public relations measurement and excellence. He is immediate past-president of PRSA Boston and the Chair-Elect of the Northeast District of PRSA.
3) I’m a public relations professional. Why do I need to know anything about brand development?
Joseph M. Zappala, APR, Chief Communications Officer, Cornell University’s Industrial and Labor Relations School
Joseph M. Zappala, APR, Chief Communications Officer, Cornell University’s Industrial and Labor Relations School
Joseph Zappala, APR, has more than 25 years of experience in the public relations and marketing communications fields. He has held senior-level positions in public relations firms and higher education, most currently at Cornell University, and has worked as a consultant.
Joe also served as a tenured professor of public relations at Utica College of Syracuse University. Joe was honored with the college’s Distinguished Teaching Award and is co-author of Public Relations Worktext: A Writing and Planning Resource, which will be published in its third edition in 2009.
Joe’s leadership role with PRSA includes Northeast District Chair, president of the Central New York Chapter, and several national committee positions. He is on the board of the recently revitalized PRSA Finger Lakes Chapter.
4) Communicating During a Crisis: Making sure a plan is in place while hoping you never need to use it.
Amy Brei, Manager, Communications, North American Tire
The Goodyear Tire & Rubber Co.
Amy Brei, Manager, Communications, North American Tire
The Goodyear Tire & Rubber Co.
Amy is communications manager for Goodyear’s largest business unit, with 20 manufacturing plants and 20,000 employees in North America. She is responsible for manufacturing- and labor-related communication activities, and has nearly 20 years of professional experience, including 11 years with Goodyear. In 2008, she was awarded a PR Week magazine “Campaign of the Year Award” in the Crisis/Issues Management category for Goodyear’s communication activities during its 2006 labor negotiations and 90-day strike.
5) Best Practices for Successful Community Outreach
Vince Clark, Director of Community Relations, University at Buffalo
Vince earned a BA in Political Science from Canisius College before continuing on to graduate studies at Daemen College in the M.S. in Executive Leadership & Change program. Since 2006, Vince has served as the Director for Community Relations at UB. Prior to coming to the University, he served as Director for Government, Corporate & Foundation Relations at Medaille College and prior to that as Director of Grants & Senior Aide in the Office of U.S. Congressman Jack Quinn.
Vince has a strong background in strategic communications, public relations, development, and community building. He has also served on national policy task forces and continues to serve his hometown of Buffalo through his volunteer service on a number of boards.
Over the years, the Jesuit motto – “cura personalis” or “care for the individual,” has become Vince’s guidepost – certainly a big plus in the public relations or “people business.”
2:35 – 2:45 p.m.
Break
2:45 – 3:35 p.m.
Breakout Session #4
1) When a Crisis Hits: The before, during and after
Brenda Andolina, Director, Public Relations & Brand Marketing, Fisher Price
Brenda manages public relations and brand marketing for Fisher-Price®, the leading brand of infant and preschool toys in the world.
Her department is responsible for communicating corporate and brand news in an authentic and fresh way. Equally important is animating the brand to consumers to create a deeper emotional connection with the company. This might happen at a Fisher-Price® playgroup onboard a Royal Caribbean cruise ship, a romp in the Fisher-Price PlayGate™ at the airport, or a communal lunch with new friends at the Little People® picnic tables at your local zoo.
Brenda, originally a big city girl, is a happy Buffalo transplant with a loud Italian family, ornery dog, and splendidly uncomplicated work commute that relaxes her.
2) “Transition to the Classroom: From Practitioner to Professor”
a. Moderator: Deborah A. Silverman, Ph.D., APR, Assistant Professor of Communication, Buffalo State College
Dr. Silverman has been an assistant professor of communication at Buffalo State College since 2005, where she teaches public relations courses and serves as faculty advisor to its PRSSA chapter. An active member of PRSA, she is currently Chair of PRSA’s Northeast District as well as Chair of the 2008 Northeast District conference planning committee. At the national level, she serves on PRSA’s Leadership Volunteer Continuum Task Force and PRSA’s Diversity Committee. She has served on the Buffalo-Niagara PRSA Board of Directors as an Assembly delegate and as co-chair of the chapter’s diversity committee.
b. Brenda Wrigley, Ph.D., APR, Associate Professor of Public Relations,
S.I. Newhouse School of Public Communications at Syracuse University
Dr. Wrigley’s research focuses on gender and diversity in public relations. She is the past chair of the Work, Life & Gender Committee of PRSA; a former PRSSA faculty adviser at Michigan State University; a Silver Anvil Judge, and; member of the Educator’s Academy of PRSA. She is a co-author of the PRSA-sponsored book, “Learning to Teach.”
S.I. Newhouse School of Public Communications at Syracuse University
Dr. Wrigley’s research focuses on gender and diversity in public relations. She is the past chair of the Work, Life & Gender Committee of PRSA; a former PRSSA faculty adviser at Michigan State University; a Silver Anvil Judge, and; member of the Educator’s Academy of PRSA. She is a co-author of the PRSA-sponsored book, “Learning to Teach.”
c. Patricia Swann, Associate Professor of Public Relations, Utica College
In addition to teaching, Patricia serves as a faculty advisor for the Raymond Simon Chapter of the PRSSA chapter at Utica College. She is the author of Cases in Public Relations Management, a 2007 McGraw-Hill textbook for upper level undergraduate and graduate public relations students. She holds a master's degree in public relations from Syracuse University’s S.I. Newhouse School of Public Communication, and a bachelor's degree in mass communication from Truman State University.
d. Karen S. Olson, APR, Assistant Professor of Communication, SUNY Brockport
Karen teaches courses in public relations and writing and serves as faculty advisor for the Brockport PR Club. She has also worked as a freelance writer and self-employed PR consultant and has held professional communications/PR positions at Frontier Corporation, Greater Rochester Visitors Association, Rochester City School District, Monroe County Bar Association, and YWCA of Rochester and Monroe County. She is a board member of the PRSA Rochester Chapter and chair of its Diversity Committee. She holds a master’s degree in education from SUNY Geneseo.
Karen teaches courses in public relations and writing and serves as faculty advisor for the Brockport PR Club. She has also worked as a freelance writer and self-employed PR consultant and has held professional communications/PR positions at Frontier Corporation, Greater Rochester Visitors Association, Rochester City School District, Monroe County Bar Association, and YWCA of Rochester and Monroe County. She is a board member of the PRSA Rochester Chapter and chair of its Diversity Committee. She holds a master’s degree in education from SUNY Geneseo.
3) Research: The Key to Success
Jonathan Pierce, APR, President of Pierce Communications, Ltd., Albany, NY
Jon is the founder and owner of Pierce Communications, an Albany-based public relations and public affairs firm representing clients throughout the Capital Region, New York State and beyond. His client work has been recognized five times with a Silver Anvil award, the highest honor awarded by PRSA, and three times with a Mark of Excellence Award from the Albany chapter of the American Marketing Association.
4) Social Web Media
Michael Pranikoff, Director of Emerging Media, PR Newswire
See bio in Breakout Session #2
5) Students: First Year Look Back
a. Joseph Stabb, Marketing Specialist/Web Administrator, Welch Allyn
See bio in Breakout Session #1
b. Jill Zimmerman, Business Development & Communication Specialist, Hezel Associates
At Hezel Associates, an education research firm based in Syracuse, N.Y., Jill is responsible for a number of essential operations, including marketing, public relations and business growth. She brings a vast and versatile skill set to her role, from creative and strategic development of messages and collateral materials to technical development of business proposals, reports and presentations. She earned a master’s degree in media management and a bachelor’s degree in public relations from the S.I. Newhouse School of Public Communications at Syracuse University.
c. Jessica Manocchio, Corporate Communications Associate, National Fuel Gas Co.
Jessica joined National Fuel in 2006 and helps manage a variety of internal and external communications initiatives. She serves as primary editor of the company’s internal newsletter, acts as a liaison to its advertising agency and aids in the development and production of its annual report. She also assists in media relations activities, press release development and dissemination, and strategic communications planning. She graduated from St. Bonaventure University in 2006 with a degree in journalism and mass communications and a minor in marketing, and in 2007, she earned a master’s degree in integrated marketing communications from St. Bonaventure as well. She was the 2006 honorable mention for St. Bonaventure’s Mosser Award for Outstanding Achievement in the Mass Communication Curriculum. She was also the 2005 recipient of the Buffalo-Niagara PRSA chapter’s May C. Randazzo Scholarship.
d. David Grome, Assistant Account Executive, Public Relations and Public Affairs, Eric Mower & Associates, Rochester, N.Y.
David joined Eric Mower and Associates (EMA) upon graduation from Hobart and William Smith Colleges in May 2007 and after completing a successful internship in EMA’s Rochester office.
While studying in Washington, D.C. during 2006, David served as a public affairs and government affairs intern at strategic communications firm, the Glover Park Group.
David graduated from Hobart College with a dual degree in Political Science and Public Policy Studies, achieving several honors including membership in Pi Sigma Alpha, the national political honor society.
Currently, David works with public relations and public affairs teams at EMA, developing strategic plans, managing media relations and supporting market research activities for agency work on behalf of a variety of accounts, including:
· Eastman Kodak Company
· CentriLogic, Inc.
· Small Business Council of Rochester
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