October 2016 Print

Letter from the President

My mom just celebrated her 80th birthday earlier this month. That got me thinking about a number of things, including when did I become old enough to have a mother that age?! She and I did have a great conversation about the importance of paying it forward. While you never stop learning, she said at some point you realize you possess a tremendous amount of knowledge and insight that is valuable to others. It’s important that you pass that along.

My thought is that you don’t have to be 80 years old to begin passing information along. In your career, each of you has been the beneficiary of another PR professional’s knowledge – a mentor who taught you the ropes; a speaker at one of our monthly meetings who shared with you some insight that you found helpful; a co-worker who gave you valuable insight.

None of these people asked for anything in return – just the hope that you would someday you would do likewise; that you would reach out to someone else and assist in his or her career development. One of PRSA’s goals is to advance the profession, and a great way of doing this is sharing with others the valuable lessons, insights and skills you’ve learned along the way.

One of those opportunities to do this is now before you. I am very excited that many new people have stepped forward this fall to accept our nominating committee’s invitation to become more involved in the chapter as officers and board members.

But our need for volunteers remains. We still have many opportunities on our committees for you to get involved: Programming, Membership, APR, Communications, PRemier Awards, and PRSSA. You have contacts, you have ideas, you have experiences. And all of these can be used to help advance the public relations profession right here in Northeast Wisconsin.

You have benefitted from the work of many of our past and present chapter members. You too have gifts to give to our members, now and in the future. Please consider the opportunity to Pay It Forward with the gifts you have been given that you can now share with your fellow public relations practitioners.


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Upcoming Events

Social Media Workshop 2.0: An Advanced Social Media Workshop

Our October program - taking place next Tuesday, Oct. 18 - is not to be missed! If you have a working knowledge of social media (at least a personal account) and want more advanced strategies and tools to drive success, this workshop is for you. Bring your laptop or mobile device, and come ready to learn!

Morning Session: "This Just In!" 9 a.m. – 12 p.m.
8:30 a.m. – 9 a.m. registration and networking
Includes a buffet lunch to follow from 12 p.m. – 1p.m.

We’ll start with an interactive survey to find out what workshop participates already know and are doing on social media. This dialog will allow attendees to benefit from the real-life experience of local experts. We’ll also look at cutting-edge techniques, review case studies and examine how successful strategies used by others can be applied to our own organizations.

Then, we’ll answer, “What’s happening now?” The last five weeks have seen three major network changes. We’ll cover Facebook, Twitter, LinkedIn, Pinterest, and Google+. Find out how network updates might impact visibility and engagement rates. Learn what you may have overlooked, what to do right now, and which settings need to be updated for optimal engagement.

Afternoon Session: "Application and Challenge!" 1 p.m. – 3:30 p.m.
12:30 – 1 p.m. registration and networking
Includes a buffet lunch from 12 p.m. -1 p.m.

Are you prepared to handle social media during a crisis? The afternoon will kick off with a case study of a New York prison break and its social media impact. Then we’ll cover best practices, tips and strategies for getting the best outcome on social media during a crisis. We'll move on to complete a tabletop exercise of a realistic (but fictional) crisis situation that could occur in our area. Attendees will work in small groups to create a plan. Then we’ll come together as a large group to benefit from the wisdom of the collective.

The workshop will wrap up with ideas for creative content creation. We all know content is king, but continuously producing a high-quality content stream can be challenging! Chances are good that you stick to a few comfortable strategies for developing content, and expanding your approach can open up new horizons and result in greater engagement. The presenter will share a broad range of ideas for creating new, varied content for social media. You'll leave the session with ideas to generate content for months to come.

Reminder: Don’t forget to bring your laptop or mobile device for the opportunity to apply new knowledge and participate in a little friendly competition!

Additional time will be reserved for Q&A.


$65.00 PRSA Member - Morning Session or Afternoon Session

$75.00 Non-member/Guest - Morning Session or Afternoon Session

$25.00 Student - Morning Session or Afternoon Session

$100.00 PRSA Member - Full Day

$130.00 Non-member/Guest - Full Day

$50.00 Student - Full Day

Register Now

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PRemier Awards


The entries are in. The judges are engaged. The tension is mounting. Join us next month to hear the winners of our 2016 PRemier Awards competition and selection of our Communicator of the Year.

This year, we have entries in a wide range of categories:

  •        Media Relations
  •        Integrated Communications
  •        Issue Communications
  •        Special Events
  •        Branding/Reputation Management
  •        Media Relations/Press Kits
  •        Online Communications
  •        Miscellaneous Campaign


The Communicator of the Year award honors the individual who has demonstrated communications excellence through particularly effective work in the areas of public relations, marketing, media relations or general communications.

Register today…And bring a guest to share the excitement!

Date:    Tuesday, November 15

Time:    11:30 a.m. to 1:00 p.m.

Place:  The Marq / 3177 French Road / De Pere.

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Tips and Tricks

You likely know that PRSA has a wealth of resources to help PR professionals do our jobs better, but did you know that many of those resources are FREE for members? If you're an official member of the organization, be sure to check out some of the webinars coming up yet this month and next that will enhance your professional development without taxing your wallet!

  • October 18: Brexit and the Rise of Political Populism
  • Oct. 20: Lift Your Ideas Off the Page or Screen
  • Nov. 3: Using Big Data to Tell Big Stories
  • Nov. 17: Master the Art of the Storyteller


Learn more and register today!

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Ethics in Practice: Managing Sponsored Content Ethically & Effectively 

PRSA takes ethics seriously - so seriously, in fact, that we have a member code and pledge around the topic. But how many of us think about the ethics of our profession on a regular basis? We're going to start sharing tidbits here in our newsletter to help us all stay in tune with the latest potential ethical dilemmas we may encounter in the public relations field. First up: sponsored content!

The capabilities of the Internet continue to challenge PR professionals’ abilities to use them effectively and ethically. It is possible to embed information on your website or in your social feed that reads like editorial but is, in fact, sponsored (paid) content. We used to call them advertisements and we had a separate place for them, clearly delineated in our newsletters or on the periphery of our home pages. 

Now those lines are – quite literally – blurred or obliterated. How do we give our sponsors value for their investment, retain our readers’ ability to clearly distinguish paid content from editorial, and stay within the ethics boundaries outlined in PRSA’s Code of Ethics and Professional Standards?

Here’s a tale from the PRsay Blog about how two professionals are doing just that: Can Digital Content Really Be Effective and Ethical at the Same Time? 

 Let us know what you think!

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New Members

Meet new PRSA Northeast WI chapter member, Chad Doran!

1) Where do you work? What is the role in your company?

I work for the City of Appleton as the Communications Coordinator for the City. My position was created in 2014 by Mayor Tim Hanna. I give him a ton of credit for having the vision and seeing the need for the City to do a better job of connecting with the community and listening to their feedback.

I remember when the position was created in the City budget, I spoke to the mayor about it, but not with interest in applying for the job – I was interested in a story about it! At the time I was a reporter for FOX-11 News and always looking for a story. I thought the City creating the position was a cool idea. It just so happened that I ran into Mayor Hanna at an event one day where I asked him about it and what he was looking for. He paused, gave me a few thoughts, then said “I’m looking for a reporter to tell our story – someone like you who knows us well and does good work.”

Shortly after that, I got my wife’s blessing to look into changing careers after 14 years in TV news. I was hired by Appleton in June of 2014 and I haven’t looked back since. Public Relations is a natural transition for journalists. Many parts of the job we’re already familiar with. The media relations, social media, storytelling…but I will also admit that I have much to learn about the marketing and other aspects of job. New things I am enjoying learning about each day.

2) Please share some of your education/employment background.

I knew when I was about 6-years-old I wanted to be a sportscaster. I grew up watching all sports and loving the excitement announcers brought to the experience. I grew up in Shawano, went to high school there and then graduated with a Radio/TV/Film degree from UW-Oshkosh in 2000.

I put my education to good use. I was still in college when I started working part time at NBC-26 in the sports department as a sports photojournalist. I did that for several years before moving on to my hometown newspaper to be a sports writer. When I got married, I moved to Davenport, Iowa with my wife as she completed her doctorate degree. There I made the switch from sports to news, working at KWQC-TV in Davenport. After almost four years there, we had a brief six-month stay in Madison where I worked as a news photojournalist at WKOW-TV, before being wooed back home to the Fox Valley. NBC-26 offered me a position closer to family and we jumped at it. That later turned into a news reporter job. I spent a few more years there before I was invited to join the FOX-11 team in 2012. It was my last stop in the TV news business and while I never made it as a sportscaster, it was a fun ride.

3) Describe your typical day.

My daily routine is really anything but. As a one-man communications team for the City, I do a lot of different things, from creating website and social media content, to jumping back into my former life taking photos and videos, working with my former colleagues in the news, writing stories and responding to community feedback through various channels. I work closely with the Mayor and all of our departments to help push out information to the community. As important as it is for us to share information, we also need to listen and respond to feedback – the positive and the negative and we surely get both!

4) What do you hope to get out of PRSA?

I am definitely looking forward to the networking and relationships. There is a lot I need to learn in the PR world and having some good contacts and mentors in this area will help me a lot. I’ve only been part of the chapter for a few months, but I have already attended a few meetings and am impressed with how seriously so many people take their craft in this field. I know I’ll learn a lot from this group!

5) Any hobbies?

I love to read. I’m big into WWII history, but now also into communication and engagement and how governments can improve in these areas. There are lots of great books on both the subjects. I also love to learn. It’s what led me down my former career path as a reporter – telling new stories each day. But now I’m in the midst of a public communications certification program through TCU in Texas and hope to earn the APR certification soon as well.

Aside from that, I still love sports - almost all of them. I’m also involved in coaching soccer with my daughter’s school team and my son’s youth league. I like to get out on my road bike when I have time and I’m aiming to run a marathon in the next few years. I also enjoy the peace and quiet of hunting and fishing. 

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Member Anniversaries

Congratulations to the PRSA Northeast Wisconsin members celebrating membership anniversaries in October!

Angela Brumm - 4 years

Kelly Grosskreutz, Kimberly-Clark - 1 year

Jon Jarosh, Door County Visitor Bureau - 6 years

Jennifer Kaminski, Associated Bank - 5 years

Katie Lott, Lott Communications - 1 year

Karie Matthias, Schenck - 3 years

Kelly McBride Moore, Bellin Health - 1 year

Amanda Schmidt, Bellin College of Nursing - 1 year

Holly Wachtendonk, Hiebing - 4 years

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