January 2021 Newsletter Print

President's Corner

Hello. Nice to virtually meet you. I’m Kara Leiterman, the 2021 President of PRRA Northeast Wisconsin. I am taking over the reins from the amazing PR pro, Erin Elliott. 

To be honest, I was not quite sure what to write about this month’s President’s letter. So, I did what most PR folks do, I called another communicator (yes, I called Erin). I said, “Is there a format or schedule to the letters? I am not sure what to write about.” She said, “Introduce yourself.” I thought ok, it’s easy to talk about myself. So, here we go.

I am the Media Relations Manager at Schneider in Green Bay, Wis. I have been with Schneider for two months. I came to Schneider from Northeast Wisconsin Technical College, where I spent five years in PR and Media Relations. Prior to NWTC, I worked in communications and social media for the State of Minnesota and in television news for 10 years. Now, I am dating myself.

I have a bachelor’s degree in communications from Saint Norbert College and master’s in organizational leadership and administration from Concordia University of Wisconsin. I also sit on the board of directors at Greater Green Bay YWCA.

I am a born storyteller. I love telling a good story and finding a good story. I once saw a quote from Steve Jobs saying, “The most powerful person in the world is a storyteller.” As storytellers, we build trust and relationships.

I am excited about this upcoming year for PRSA Northeast Wisconsin. We will continue with virtual program for now as we navigate through the COVID-19 pandemic.  We’ll share more information on our virtual events at our website and via this newsletter and our social channels soon! Follow us on LinkedIn, Facebook and Twitter. And if you have an idea for a future program, we’re all ears! Feel free contact me.

I hope everyone has a great new year, and I look forward to getting to know more of you throughout 2021!

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The PRSA Code of Ethics lists six professional core values that PRSA members and, more broadly, all public relations professionals should follow. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These core values are: Honesty, Advocacy, Expertise, Independence, Loyalty and Fairness.

Over the past several months, I’ve examined each of these values in greater detail. This month I examine the final core value:


We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression. (PRSA Code of Ethics)

As PR professionals, we must recognize that only with a free and fair flow of information can our audiences and customers make informed decisions. It’s easy to provide only one side of an argument while criticizing those who you compete against. People – our customers, co-workers, vendors – deserve the truth, and it is our responsibility to help ensure they receive it.

Fairness may seem easy – just make sure everyone is treated equally, give everyone the same respect and opportunity, tell the truth, and play by the rules. Yet when competitive passions, company loyalties and sheer emotion come into play, keeping a focus on fairness can be a challenge.

Our Primary Obligation

The primary obligation of PRSA membership is the ethical practice of public relations. Our Code of Ethics is the way each member can daily reaffirm a commitment to ethical professional activities and decisions.

  • The Code sets forth the principles and standards that guide our decisions and actions.
  • The Code solidly connects our values and our ideals to the work each of us does every day.
  • The Code is about what we should do, and why we should do it.

The Code is a living, growing body of knowledge, precedent, and experience. It should stimulate our thinking and encourage us to seek guidance and clarification when we have questions about principles, practices, and standards of conduct.

Every member’s involvement in preserving and enhancing ethical standards is essential to building and maintaining the respect and credibility of our profession. By using our values, principles, standards of conduct, and commitment as a foundation, and continuing to work together on ethical issues, we ensure that PRSA fulfills its obligation to build and maintain the framework for public dialogue that deserves the public’s trust and support.

Thank you to everyone for your efforts of following our society’s code of ethics and upholding its standards.

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Chapter Chairs on Podcasts

We'd like to highlight two podcast features that happened recently:

Our programming chair Angela Deja hosts a podcast called "Plug in to Health" for Prevea Health, and recently got to interview AARON RODGERS! She's certainly a natural on the mic, which is no surprise given her background as a local news anchor. Check out the podcast here, and scroll down to the episode, "Off the Field, on the Mic with Aaron Rodgers."

PRSSA Chair Colin Wylie was interviewed as a guest on the Podcast "On Top of PR" - "Breaking into the PR industry as a recent graduate with Colin Wylie." Check out the Podcast here! 

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6-Week APR Prep Course Starting January 30

Have you ever thought about getting your APR (Accreditation in Public Relations)? If you'd like to learn more about this important professional credential, you might want to consider attending the annual APR prep course, offered by PRSA Iowa.

This six-week, online course will be delivered via Zoom in weekly, four-hour sessions (Saturday mornings from January 30 to March 6, 2021). Topics will include research, legal and ethical issues, communication models and strategies, PR plans, crisis management, media relations, prep for the computerized APR exam and more. (There's no requirement to take the exam afterwards - the next step is up to you!)

The best part? Registration is just $50 for PRSA members.

Questions? Contact Kelly Bruhn ([email protected]) or Ryan Hanser ([email protected]).

Reserve your seat today!


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Member Anniversaries

1/29: Danielle Bina, Senior Lecturer at University of Wisconsin Green Bay—since 2009

1/23: Erin Elliott, Public Relations/Social Media Account Supervisor at Hiebing—since 2004

1/29: Tricia Garrison, Public Affairs & Education Manager at NEW Water—since 2013

1/26: Jamie Mara, Director of Strategic Communications at Edge Dairy Farmer Cooperative—since 2016

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