President's Corner

I hate to say it, but I love jumping on trends…with some caveats. From water bottles to makeup products to high-waisted jeans to caffeinated beverages, what can I say? I like what I like. If something is trending online, there is a good chance I have seen it, considered it, and maybe even sent it to a friend.

But even I have limits on what is worth it.

The world of social media is always changing. Trending memes break out, cute animals pop up out of nowhere, and random words or phrases suddenly become all anyone can talk about online. Myself included!

As communicators, we are constantly being encouraged to keep up. At a recent water communications conference, I attended a workshop focused on creating content that engages audiences in this new era of social media. One of the big takeaways was essentially: Use the trends. Find ways to participate in the conversations happening online. And I agree. Social media is a valuable tool for reaching your audience. But I also think there is a difference between being relevant and simply chasing every trend that comes along. You have to be strategic in what you participate in!

At Green Bay Water Utility, I like to say that our social media should be fun, but our audience should also learn something. We provide high-quality drinking water and protect public health, but that doesn't mean every post needs to feel like a textbook. Earlier this year, the “This Is Who” baby photo trend was making the rounds. I asked Green Bay Water staff to send in their baby photos and paired them with their current roles. It was lighthearted, personal and, most importantly, the engagement was great. It gave our audience a chance to meet the people behind the utility while learning about the different careers that keep our water system running.

Of course, not every trend is going to work for every organization. No, I am not going to Photoshop the Empire State Building climbers onto a water tower just because everyone else is doing it. Being strategic doesn't mean avoiding trends altogether. It means knowing when to participate and when to let a trend pass.

Who knows? Maybe I'll create my own trend. 😉

Meghan Finger 
[email protected]

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Upcoming Event

AI in Public Relations: Practical Applications, Ethics and The Future of Our Profession

Date: Thursday, October 8
Time: 3:00-5:00 PM
Location: Appleton Public Library, 200 N Appleton St, Appleton, WI

$25.00 Member | $35.00 Non-Member | $15.00 Student

Register here!

Artificial intelligence is rapidly transforming the communications landscape. While it is creating new opportunities, it is also raising important questions for public relations professionals. This program will include an engaging panel discussion featuring communications leaders who are actively navigating the evolving role of AI.

Together, we'll explore the practical applications of AI in public relations, including how professionals are using prompts to enhance their work, balancing efficiency with creativity, and protecting privacy and confidential information. Panelists will also discuss how AI is influencing media relations, content development and research. They will share insight into how PR professionals can help navigate stakeholder expectations.

Following the panel, attendees will have the opportunity to participate in an interactive Q&A and open discussion. Bring your questions, share your experiences and join colleagues for a thoughtful conversation about the opportunities and challenges shaping the future of communications.

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New Members

Let's give a warm welcome to Portia Young, Director of Corporate Public Relations at Sargento Foods! 

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Featured Member

In this member spotlight, we're pleased to feature Mallory Allen, public relations account manager at O'Connor Connective!

Describe your typical day at work.
One of my favorite parts of this job is that every day is different. Most of my time, however, is spent in client meetings, shaping public relations strategies, executing media engagement projects, writing and copy editing materials and creating social media content.

Most important career mentor and why?
I was lucky enough to be taught by many wonderful instructors in the Communication department at UW-Green Bay. Though I can’t list them all here, I’m especially grateful to Danielle Bina, Shauna Froelich and Katie Turkiewicz for their wisdom, guidance and mentorship over the years. Their classes ensured I was more than ready to begin my professional career upon graduation.

What made you decide to have a career in public relations?
Ever since I was young, I’ve loved reading, writing and storytelling, so pursuing a career in this industry felt like a natural extension of those passions. My brain operates at the intersection of creativity and strategy – just like the fields of public relations, communication and marketing.

Why did you join PRSA NEW?
I recently started working at O’Connor Connective after spending three years as a digital news and content producer at WLUK-TV FOX 11. As I settle into this new role, my goal is to connect with and learn from my peers and build genuine connections with other industry professionals.

Most rewarding accomplishment in public relations:
During my time at FOX 11, I was part of 13 awards presented by the Wisconsin Broadcasters Association, Midwest Broadcast Journalists Association and Radio Television Digital News Association.

Advice to new public relations professionals:
My best advice would be to ask as many questions as possible, even if doing so feels uncomfortable at times. I firmly believe soaking up knowledge from the pros around you is the best way to become a pro yourself.

Where is your happy place?
On an airplane en route to a vacation, or anywhere surrounded by my family (with my dog snuggling on my lap, of course).

What three people, past or present, would you like to have dinner with?
1. My grandparents (if only Heaven took dinner reservations!)
2. Ronika Stone Love (Jordan Love’s wife)
3. Princess Diana

What’s on your professional or personal to-do list?
Professionally, I’d like to help set up a media event for a client that is covered by every TV station and newspaper in the Green Bay area.

Personally, my twin sister and I have a goal to attend a Packers game together at every team’s home stadium. By the end of this upcoming season, we will have 8 of 32 crossed off our list (Green Bay, Minnesota, Chicago, Cleveland, Pittsburgh, New York Giants, Detroit, New England).

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All About APR!

Non-Boring Compliance! Your Guide to APR Renewal & Ethics Mastery
Date: Wednesday, September 23
Time: 2:00-3:00 PM

Register Here! 

Staying current with your APR credential should feel empowering, not overwhelming. This engaging webinar breaks down the APR renewal process into clear, manageable steps while showing how ethics can be a practical and energizing part of your professional growth. Participants will learn how to track renewal activities, identify opportunities to earn continuing education credits and approach ethics requirements with confidence and relevance. Whether your renewal deadline is approaching or you simply want a smarter system for staying prepared, this session will help you replace last-minute scrambling with a practical plan for meeting renewal requirements.

Attendees will learn:

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Member Anniversaries

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