February 2018 Print

Letter from the President

Welcome to 2018. Perhaps a bit belated, as we’ve already seen more than thirty days of the new year race past, along with the predictable appearance of Punxsutawney Phil (who saw six more weeks of winter) and the Super Bowl in Minneapolis for the first time. Perhaps you instead grabbed the tissues, settled in for "This is Us," and enjoyed the PR sizzle felt by CrockPot with the show’s turn of events. Regardless, I want to take this opportunity to welcome everyone to what PRSA Northeast Wisconsin has in store for the year.

I join you as president for 2018, and am excited to see what the year will bring. If we haven’t had the pleasure of meeting one another yet, it is possible we have crossed paths. I’ve been an active member of the organization since 2006. Though my commute to chapter meetings and events might be a bit longer (as I hail from Plover, Wisconsin), no matter the distance, I have found a strong value in connecting with my public relations peers. One of the most important components to my long-standing membership is staying connected and on-top of trends and changes in our ever-changing landscape. This helps fuel my constant curiosity for how things work and how to best use the new tools to accomplish strategic goals in my day-to-day professional life.   

Last year, I started listening and talking with many of you to help set the tone for 2018. Then, after leading the strategic planning session, we identified key issues that were facing our chapter. One of my goals as president will be to foster engagement for all members. Whether you are new to the field or a seasoned pro, I want to hear what matters most to you. How can the chapter serve you, and what would benefit you and your career in the coming year?

All too often I’m reminded of the demands of family life, professional aspirations, personal goals and community engagement. I know that the list of things to do each day grows longer every moment, but I’m grateful that you have taken the time to invest in yourself and in your profession by joining us.

Yours in service,

Melissa Sabel

PRSA Northeast WI Chapter President

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Upcoming Events

Don't miss our first event of 2018: The Podcast Renaissance

Podcasts are episodic series of digital audio or video files which users can download and listen to, often through a subscription. They are distinct from Internet radio, which involves streaming rather than downloading.

But what does that mean to you, your brand, your clients and your communications plans for 2018? Podcasts are an emerging communication tool that brands are taking notice of and leveraging to attract specfic audiences, from healthcare to tourism, technology to consumer goods.

What are podcasts? How did they emerge as a communications channel? What are the best ways to produce a podcast and what channels do you use to promote them? Is a podcast good for your brand? What are the KPIs? How do I "sell" a podcast to my leadership team and/or decision makers? What sort of lasting impact will podcasts have on my brand?

Our luncheon session on Tuesday, Feb. 20 (Noon - 1 p.m.) will answer all these questions and more, providing an in-depth look into this medium - and help you determine when a podcast may be a good way to communicate to your audiences. 

About our speaker: Dan Trzinski, owner of Platypus Advertising + Design, is a nationally respected multi-media strategist and markting researcher. For more than 30 years he has studied how conusmers interact with brands and their reaction to various marketing efforts. He and his team have been early adopters of social, search and digital marketing. When he saw the renaissance in podcasting, he installed a new Pod Room to record and edit podcasts in-studio and remotely anywhere in the world. The company now offers podcasting as a service and has even created a weekly podcast series of its own on branding and marketing called "Brandstorm."


$25 PRSA Member
$30 after 9 p.m. February 15

$35 Non-Member/Guest
$40 after 9 p.m. February 15

$15 Full-time student
$20 after 9 p.m. February 15

Register now!

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Tips and Tricks

Being a member of PRSA means you get access to lots of great professional development tools, tips and opportunities. But as we move through our busy days, it can be hard to keep up with news on everything the National organization offers! If you find it tough to keep track of PRSA-related resources via e-mail and the website, download the PRSA Membership App. This handy app is FREE for all PRSA members!

(NOTE: Info specific to our Northeast Wisconsin Chapter is NOT embedded on this app, so continue to watch our website and engage with us on our social channels!)

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Ethics Corner

A Professional New Year's Resolution: Renew your pledge

I am not a big fan of New Year's resolutions, mostly because I have a very poor history of success. "When you find yourself in a hole, stop digging," is one of my guiding mantras!

That said, I think the start of the new year is the perfect time for all PRSA members to renew their commitment to ethical practice by reflecting on the PRSA Member Code of Ethics Pledge. It reads:

I pledge:

To conduct myself professionally, with truth, accuracy, fairness, and responsibility to the public; To improve my individual competence and advance the knowledge and proficiency of the profession through continuing research and education; And to adhere to the articles of the Member Code of Ethics 2000 for the practice of public relations as adopted by the governing Assembly of the Public Relations Society of America.

I understand and accept that there is a consequence for misconduct, up to and including membership revocation.

And, I understand that those who have been or are sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code may be barred from membership or expelled from the Society.

The pledge is just part of the ethics resources available to members. Here's a link, if you want to learn more about PRSA's online ethics resources. These include case studies, on-demand webinars, ethical standards advisories (ESAs), articles and blog posts.

If you have questions or topics you would like me to address, just drop me a line at

Jim Streed, APR
PRSA Northeast Wisconsin Ethics Officer

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Member Anniversaries

Happy anniversary to these chapter members, who have celebrated membership milestones early in 2018:


Danielle Bina, UW-Green Bay: 9 years

Erin Elliott, Hiebing: 14 years

Tricia Garrison, NEW Water: 5 years

Jane Hillstrom, Hillstrom PR: 10 years

Jamie Mara, Dairy Business Association of Wisconsin: 2 years

Melissa Prosen, J.J. Keller: 2 years


Brian Becker, UW Colleges & UW-Extension: 2 years

Ioana Coman, UW-Green Bay: 2 years

Michael Kawleski, Georgia-Pacific: 6 years

Laurie Krasin, UW Colleges: 2 years

Megan Mulholland, APR, ThedaCare: 9 years

Marie Nelson, Red Shoes: 8 years

Jen Rogers, Door County Visitor Bureau: 1 year

Melissa Sabel, Stevens Point Area Convention & Visitors Bureau: 12 years



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