April 2014  

Letter from the President

Letter from the President

The 10,000 Hour Rule.

In the book “Outliers,” author Malcolm Gladwell claims it takes ten thousand hours of practice to achieve great success in any field. Whether you believe this rule to be true, you can’t dispute that success cannot come without time and practice.

For busy public relations professionals like us, time will always be our most valuable resource. Are you taking time to make the most of your PRSA membership? With a community of more than 21,000 public relations and communications professionals from across the United States, PRSA offers customized tools and networks to enhance your career now and in the future, including:

  • More than 50 free webinars per year – Read below for more information on the April webinar featuring Michael Smart.
  • Professional Development Programs – Including the Accreditation in Public Relations (APR) which is the gold standard for professional success in the industry.
  • Industry Conferences – Check out the upcoming Midwest District Conference hosted by the Southwest Missouri Chapter.

And as a member of the Northeast Wisconsin Chapter you have the opportunity to network with some of the area’s leading public relations professionals during our monthly Chapter meetings. This month we will learn from Jody Weyers  and Shawn Kiser as they share best practices from the recent Dancing with our Stars event which raised more the a half a million dollars for The American Red Cross. 

Not a member? Join us for an upcoming Chapter meeting and experience the value of PRSA. 

I look forward to spending time with you soon, 

Tara Brzozowski

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For Your Information

How The APR Can Boost Your Career: The ROI on APR (Webinar)



The ROI on APR

April 10, 2014

2-3 p.m. CDT

Cost: Free


Do those three little letters after a colleagues’ name really spell success?  Is accreditation—and maintenance--worth the time and effort?  What’s the return on invesment (ROI) on the APR, and does it pencil out?  This fast-paced, FREE, webinar delivers these answers from successful practitioners who give concrete examples of how the APR took their career to the next level, and how it continues to deliver value.  After this webinar, you’ll be able to:

  • Know specifically how the credential can elevate your career and make you a better practitioner.
  • Understand the cost of accreditation and the implications on your salary.
  • Know whether the APR is right for you at this point in your career.
  • Understand the process and exactly what’s involved in getting and staying accredited.
  • Learn how to garner support from the boss to pursue accreditation.
  • Learn how to best encourage your colleagues to pursue accreditation.
  • Learn how to put the APR to use to boost your career and improve your practice.
  • Share why the APR has been in place for 50 years.


Learn more and register today.

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Don't Miss Out!

The New Secrets of Media Pitching Success (Webinar)

You’ve heard Michael Smart talk about how to transform your pitch from snooze to news. Now, hear more about how to get journalists’ and bloggers’ attention, and turn it into action.
Some PR pros are consistently landing top-tier coverage for products and services across all industries. In many cases, journalists thank them for reaching out and following up. How do they do it? During this webinar, you’ll find dozens of practical tips that will immediately boost your media and blog coverage. You’ll also learn what to say or write to grab journalists’ and bloggers’ attention every time. Hear about:

  • Actual pitches from several industries that landed top-tier coverage.
  • How to shape routine or mundane facts into angles that journalists and bloggers crave.
  • Follow-up emails that spurred journalists to action.



Thursday, April 17


12:00 PM - 1:00 PM


$0.00 PRSA Northeast Wisconsin members


$25.00 Guests (non-members)


(The webinar link and instructions will be sent after registration)


Register Here


ABOUT THE PRESENTER: Michael Smart, principal, MichaelSMARTPR
Smart has trained more than 4,500 communicators around the world on how to boost their media and blog placements, including pros from Aflac, Disney, Hilton, Honda, Edelman, Wells Fargo and many other organizations. He has twice been a top-rated presenter at the PRSA International Conference.

*** NOTE: The webinar is live-only. It will not be available for playback. ***

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Upcoming Events

Join us in April

Dancing and Disasters

The Red Cross has taken these two unlikely combos to create one of the premier and most talked about fundraising events in Northeast Wisconsin! This year the 6th Annual Dancing with our Stars for the American Red Cross hit a milestone by raising over half a million dollars for disaster relief.

Join us as we hear from Jody Weyers, volunteer and communications director, and Shawn Kiser, major gifts officer, who will share some of the behind-the-scenes, promotional and social engagement strategies that have made this the HOTTEST ticket in town! And if you’ve ever thought about joining in the action, make plans to attend. You will also learn how you can use your professional talents to volunteer to be a part of dancing or out in the field helping share the Red Cross story.


Tuesday, April 22, 2014
11:30 a.m.

The Marq

3177 French Road

De Pere, WI 54115

$25 PRSA Northeast Wisconsin Members

$30 after 5 p.m. April 18

$35 Guests (non-members)

$40 after 5 p.m. April 18

$15 Student

$20 after 5 p.m. April 18

Register Today!

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Event Recap

Take 3 From Tom Schoffelman, APR



You missed out if you couldn’t attend Pancakes with the PRos featuring Tom Schoffelman, APR, on March 11. Tom’s been in the corporate, agency and self-employment sectors and he’s worked on B2B, B2C and internal communications, so he had a lot of insight to share. Here are just a few:

 1. There are similarities and differences in the varying roles of public relations. Don't be afraid to try them out to find where your strengths and weaknesses lie. 

2. Self-employment isn't for everyone. Administrative duties are a part of working on your own. Plus, if you are working from home, you may not have as much social interaction. For Tom, he needed more than the cat to talk to during the day. 

3. Take time to be with those you love. Tom moved back to Green Bay and began his own business, which allowed him to spend time with his dad before he passed away. Don't let your career get in the way of life, and don't be afraid to jump back into that career again when you are ready. 

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Member Profile

Meet Kelsey Potes!



Where do you work? What is your role at the company?

I am employed by Bellin College, a private college in Green Bay, Wis., that offers bachelor's degrees in nursing and radiologic sciences, along with a master's degree in nursing. My job at the college is the Scholarship and Donor Relations Coordinator, a role that focuses on cultivating and enhancing relationships with donors and managing the college’s scholarship program. My job is centered on providing excellent communication and customer service to college donors, students, alumni and friends. 

Please share some of your education/employment background.

I received a bachelor of science degree in public relations from Northern Michigan University in Marquette, Mich. My work experience prior to Bellin College included a number of public relations and development roles in nonprofit organizations in the Upper Peninsula, including Northern Michigan University, the YMCA of Marquette County, and Child and Family Services of the Upper Peninsula. In my various positions, I was responsible for fundraising, event planning, supervision of staff and volunteers and providing excellent customer service.

Describe your typical day.

My typical day consists of providing correspondence with our donors regarding college news and their giving impact, reading articles on new donor relations and development trends, and working with students and staff through the scholarship application and review processes. It is essential to be current on industry trends, higher education and development best practices, and community events, so I spend a significant amount of time reading, researching and establishing goals and objectives for the advancement of Bellin College.

What do you hope to get out of PRSA?

As a new resident of the Greater Green Bay Area, I hope to gain valuable connections in the public relations field through PRSA who can provide insight into regional community.

Any hobbies?

In my spare time, I enjoy reading, gardening and going on walks with my golden retriever and husband. 

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Member Anniversaries

April Anniversary Shout Outs


We asked your fellow PRSA Northeast Wisconsin members with April anniversaries to give us their thoughts on the following—

"If you could learn to do anything, what would it be?"

In terms of my professional life, there are many, many skills I wish I had that I do not have.  But personally, I would love to learn how to dance the tango really well. —Julie Henderson, University of Wisconsin-Oshkosh, member 24 years

Other April anniversaries include:

1 year:

Noelle Casiano, Ministry Health

2 years:

Ann Stilp, Ariens

3 years:

Samantha Baudhuin

7 years:

Jessica Wettstein, Faith Technologies

24 years:

Tom Schoffelman, Directions Marketing

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