Smart Talk Series: Recent Episodes
Melissa Vela-Williamson, APR
The Smart Talk Series -- dive into communication strategies, tips, and principles using a 360-degree approach with your host Melissa Vela-Williamson. Melissa is an accredited public relations expert, entrepreneur, and national columnist.
This series will focus on a theme over the span of six weekly episodes. Listen as Melissa dives into a topic on her own, interviews industry experts, and gives listeners a broad perspective to learn from. Communication is the foundation of professional or personal success. So anyone ready to hear real talk about how to better communicate on topics that matter is welcome!
This season, we've learned that cultural strategy is essential, but approaches can feel hollow and performative without collaboration and authentic engagement with the cultures being recognized. In this season finale, Melissa speaks with Charlene Ostbloom, the founder of Bloom Communications and Angela Gonzalez, the communications manager for Chugachmiut, a tribal consortium. They dig into bridging cultures between business and Native communities, the missteps around Cherokee Barbie, and the incorporation of Native Land Acknowledgements.
About Charlene:
Charlene Ostbloom, founder of Bloom Communications, is dedicated to bridging cultures between businesses and Alaska Native communities. With decades of experience and deep roots in Nulato (noo-LA-Toh), Alaska, she offers Corporate Culture Camps, training, coaching and facilitation services. Charlene is also developing Native Women RISE, an innovative program that will celebrate the unique professional journeys of Indigenous women.
About Angela:
Angela Gonzalez is Koyukon Athabascan originally from Huslia, Alaska, and lives in Anchorage, Alaska. She is a communications professional, writer, and bead artist living in Anchorage, Alaska. She is currently the communications manager for Chugachmiut, a tribal consortium.
Visit Bloom Communications' website.
Connect with Charlene on LinkedIn.
Read Angela's blog, Athabascan Woman.
Follow Angela on TikTok, Facebook, and Instagram.
Topics covered:
- Learning from Mattel's missteps from the Cherokee Barbie
- Creating representation with Fish Camp Barbie
- Native Land Acknowledgements
- How Native Land Acknowledgements can be problematic
- How to increase respect for Native cultural expressions and practices
Resources mentioned:
- World Eskimo-Indian Olympics
- "Mattel Missteps With Cherokee Barbie"
- "Barbie releases Juan Gabriel-inspired doll to honor the Mexican icon's legacy"
- "Viral ‘Fish Camp Barbie’ celebrates Alaska Native heritage"
- First Alaskans Institute
- "The Love/Hate Dilemma of Alaska Native Land Acknowledgments: A Call for Authenticity"
- PRSA Counselor's Academy
- Athabascan Woman Blog
- "Smart Talk: Public Relations Essentials All Pros Should Know"
- MVW Communications
Creating a cultural strategy is not enough. Effectively implementing your strategy is the first step to enacting real change. Listen as Melissa talks with Ben Finzel and LaTricia Harper Woods, APR of The Change Agencies about activating cultural strategy in today's society.
About Ben:
Ben Finzel is president of RENEWPR, a Washington, DC-based public relations firm. Ben and his team of seven independent PR professionals provide advice, counsel and outreach on strategy, messaging, media and partnerships to clients tackling energy, environmental and equity issues and opportunities. Ben is one of two founders of The Change Agencies, the national network of inclusive PR firms focused on changing the way business and organizations communicate across cultures.
About LaTricia:
LaTricia Woods is an award-winning, accredited public relations professional with more than 29 years of industry experience. She is the Founder and CEO of Mahogany Xan Communications, where she leads a talented team of professionals and serves a national client portfolio. She is also the founding principal of The Change Agencies.
Follow The Change Agencies on Facebook.
Follow The Change Agencies on LinkedIn.
Topics covered:
- The current state of cultural competence in comms
- Key drivers for the creation of The Change Agencies' cultural strategy
- Embodying the cultural nuances of different target audiences
- Implementing cultural strategy in today's political climate
- Avoiding cultural appropriation
- Staying ahead of cultural trends and adapting strategies
Resources mentioned:
- The Change Agencies
- “Smart Talk: Public Relations Essentials All Pros Should Know”
- MVW Communications
Sometimes the audiences that are the easiest to reach are not the ones that you need to hear from. In today's episode, Melissa sits with Jessica Broome Ph.D., the founder of Southpaw Insights about what inclusive insights are and how they can benefit every communicator.
About Jessica:
Dr. Jessica Broome is a survey methodologist and insights professional. She founded Southpaw Insights in 2008 to conduct meaningful, human-centered research that helps organizations make smart decisions and connect with audiences. Southpaw does qualitative and quantitative research to help clients understand what people think, feel, and do.
Email Jessica at jessica@southpawinsights.com
Connect with Jessica on LinkedIn.
Follow Southpaw Insights on LinkedIn.
Topics covered:
- The importance of inclusive insights
- Findings from niche audiences
- Challenges when communicating with hard-to-reach audiences
- The future of inclusive insights
- Findings from studies on women and self-promotion
- How communicators can utilize inclusive insights
Resources mentioned:
- Southpaw Insights
- “Barriers to Accessing Swim Lessons and Water Safety Information for American Indian and Alaska Native Persons”
- “Smart Talk: Public Relations Essentials All Pros Should Know”
- MVW Communications
Soccer brings together people of all cultures around the world. With a large audience that comes from so many backgrounds, how do you best communicate with each? Tune in to an engaging conversation with the Executive Director of Public Relations for the FIFA World Cup 2026™ Daniel "Danny" Marin about how to communicate with an international IQ.
About Danny:
Daniel Marin is the Executive Director of Public Relations for the FIFA World Cup 2026™ where he leads all communications strategies for what will be the biggest sporting event in history. For two decades Daniel has held a range of comms roles within some of the biggest brands around, from UPS to Netflix, and most recently led communications for Amazon’s Prime Video division across Latin America, Canada, Australia & New Zealand. He’s a native of Miami, FL where he currently resides, and holds an MBA from Florida International University.
Connect with Danny on LinkedIn.
Topics covered:
- PR for the world's most popular sport
- Managing external communications
- The importance of incorporating both English and Spanish languages in communications
- Communicating with diverse cultural groups
- Internal vs. external communications
Resources mentioned:
- Junior Intern Emilia speaking ASL
- FIFA World Cup
- “Smart Talk: Public Relations Essentials All Pros Should Know”
- MVW Communications
Culturally relevant communication is powerful, especially when it's created with knowledge, empathy, and solidarity. In this episode, Melissa talks to Gabriel Reyes, the president and founder of Reyes Entertainment about his new book and efforts to inform and educate the industry pros about the need for cultural competence.
About Gabriel:
Gabriel Reyes is considered one of the pioneers of Hispanic marketing in the Entertainment Industry. He has led Reyes Entertainment, a boutique PR agency based in Hollywood for over two decades. In 2023, Reyes was honored by the Public Relations Society of America L.A. Chapter (PRSA-LA) with its Sunrise Honors Award in recognition of his work promoting Diversity, Equity, and Inclusion in the Public Relations field.
Follow Reyes Entertainment on Facebook.
Follow Reyes Entertainment on Instagram.
Follow Reyes Entertainment on X.
Follow Gabriel on TikTok.
Topics covered:
- The importance of cultural competence for communicators
- The state of U.S. media
- Defining implicit bias
- How PR pros can elevate marginalized communities
- How communication professionals can make a positive difference
Resources mentioned:
- Reyes Entertainment
- "WOKE: A Cultural Competence Guide for Communicators"
- "The Bronze Screen: 100 Years of the Latino Image in American Cinema"
- Race Forward
- "The Sum of Us: What Racism Costs Everyone and How We Can Prosper Together"
- “Smart Talk: Public Relations Essentials All Pros Should Know”
- MVW Communications
Join us this season as we focus on Cultural Strategy! Melissa kicks off Season 8 with Associate Director of Race and Ethnicity Research at Pew Research Center, Sahana Mukherjee. Listen as they discuss the important role research plays when crafting cultural strategy.
About Sahana:
Sahana Mukherjee is Associate Director of Race and Ethnicity research at Pew Research Center. She is an expert on issues of race relations, culture and identity, and immigration in American and Asian contexts. Sahana has published extensively in academic and non-academic outlets and has received multiple research awards from universities and professional societies in recognition of her work.
Access all of Pew Research Center reports on their website.
Sign up for Pew Research Center's newsletter or follow them on social.
Topics covered:
- Using research findings to inform communications strategy
- Findings from Pew Research Center's new report "A Majority of Latinas Feel Pressure To Support Their Families or To Succeed at Work”
- Unique pressures Latinas face
- Life satisfaction for Latinas
Resources mentioned:
- "A Majority of Latinas Feel Pressure To Support Their Families or To Succeed at Work"
- “Smart Talk: Public Relations Essentials All Pros Should Know”
- MVW Communications
Season finale! Celebrate the end of Season 7 with an insightful discussion between host Melissa Vela-Williamson and Ernie Zuniga the host of "Pickup Lines". Ernie shares about taking the leap from being a TV morning news anchor on traditional media, to developing a self-produced show with a unique format.
About Ernie:
For almost 18 years, Ernie Zuniga helped to wake up San Antonio area residents bright and early every weekday as the anchor and co-host of FOX San Antonio’s highly-rated morning show, “FOX News First”. Ernie has stayed very busy, trying his hand at podcasting and going 'all-in' on the digital talk show he created six years ago inside his own car, called "Pickup Lines".
Follow Ernie on Facebook
Connect with Ernie on LinkedIn
Follow Ernie on Instagram
Subscribe to Ernie's YouTube channel
Listen to Pickup Lines on Spotify
Topics covered:
- The format of "Pickup Lines"
- Securing sponsorships
- The best and worst part of creating and hosting your own show
- Using audience feedback to improve
- Advice for pivoting in your career
Resources mentioned:
- Pickup Lines Facebook Live shows
- North Park of Lexus of San Antonio
- North Park of Lexus at Dominion
- PRSA San Antonio
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
When you see a lack of representation in media, sometimes the best way to address it is to create the type of publication you're craving. In today's episode, Melissa sits down with April Monterrosa, the publisher and editor-in-chief of Live From The Southside Magazine, to talk about creating content for a niche audience and an insider's look into becoming a community influencer.
About April:
April Monterrosa, a native of San Antonio, Texas, is an entrepreneur, author, speaker, and business mentor. She’s the publisher and editor-in-chief of Live From The Southside Magazine, the first woman-owned publication in Southside San Antonio. Her entrepreneurial journey commenced at 12 when she assisted with various responsibilities within her father’s plumbing contracting company, Greg Galindo Plumbing. This early exposure laid the foundation for her journey into business ownership. With over 20 years of hospitality and spa industry expertise in the corporate world, April thrived as the proprietor of her esthetic and wellness business before her media career.
Follow Live From The Southside on Facebook
Follow Live From The Southside on Twitter
Follow Live From The Southside on Instagram
Topics covered:
- An insider's look at Live From The Southside
- The evolution of Live From The Southside
- Advantages from focusing on a hyper-local area of the city
- The effects of becoming an influencer
- Radio in today's world
- Advice on creating content for a niche audience
Resources mentioned:
- Live From the Southside
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
You don't have to be a subject matter expert to help create an engaging event for professionals in a certain sector. You just have to be an expert at creating events. In this episode, Melissa talks with Erika Bradbury, an editorial and event content strategist about creating successful events and communications for business-to-business (B2B) audiences.
About Erika:
Erika Bradbury is an editorial and event content strategist. For more than 15 years, she has worked cross-functionally to create and activate B2B content. This has included writing for both print and digital publications, as well as programming large and small conference agendas. Event programs have included Social Shake-Up, IAB Annual Leadership Meeting, IAB Mixx, the Direct Brand Summit and Fashion Digital. She has worked on partner programs for Cannes and Mobile World Congress, as well as produced programs and managed talent at Podcast Upfronts and Newfronts West.
Connect with Erika on LinkedIn
Email Erika at erika.s.bradbury@gmail.com
Topics covered:
- Focusing on business-to-business (B2B) communications and events
- Creating content and experiences for a profession
- Topics that impact how we practice PR
- Creating content and events for social media
- Managing events for professionals
- Advice for pros looking to work for a trade publication
Resources mentioned:
- PRNEWS
- The Social Shake-Up Show
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
No matter what field you're in, there's probably a publication that is created for professionals like you and covers stories that are relevant to your area of work. This is called trade journalism. In today's episode, Melissa is joined by John Elsasser, the editor-in-chief of PRSA's Strategies & Tactics for a discussion about the evolution and importance of trade journalism.
About John:
John Elsasser is an experienced director of publications with a demonstrated history of working in the public relations and communications profession. He's an accomplished writer and editor with a Bachelor’s Degree in Journalism from The Ohio State University.
Connect with John on LinkedIn
Email John at john.elsasser@prsa.org
Topics covered:
- John's path to PRSA
- The evolution of the PRSA publication
- Writing for evolving attention spans and platforms
- Advice for students and pros interested in trade journalism
Resources mentioned:
- Strategies & Tactics
- Melissa's column
- PRSA ICON Conference
- "PRSA Releases Guidance on Artificial Intelligence"
- PRSA LinkedIn
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
As PR pros, we excel at helping clients tell their stories, but when it comes to telling our own, we sometimes find it difficult to "land that plane". Melissa talks to Jacqueline Ruiz, a social entrepreneur (and a real-life pilot) about how the magic of hybrid publishing can help you tell your story. Thought about becoming an author? Listen in!
About Jacqueline:
Jacqueline Ruiz is a visionary social entrepreneur who has created an enterprise of inspiration. With more than 20 years of experience in the marketing/public relations and publishing industry, she has created two successful award-winning companies, established two nonprofit organizations, published 33 books, the largest collection of Latina stories in a book anthology series in the world, and held events in four continents. She has received over 40 awards for her contributions and business acumen. She represents the 1.6% of women entrepreneurs with over seven figures in the United States. Being a two-time cancer survivor activated her sense of urgency to serve others and live life to the fullest. Jacqueline is one of the few Latina sports airplane pilots in the United States and founder of Latinas in Aviation global brand. She recently collaborated with College Park Aviation Museum to create the historic first-ever exhibit in the world to honor Latinas in Aviation.
Connect with Jacqueline on LinkedIn
Follow Jacqueline on Instagram
Topics covered:
- Defining hybrid publishing
- The author selection process
- Creating anthologies with Latina professionals
- Common stories featured in anthologies
- Advice for future authors
Resources mentioned:
- Fig Factor Media
- Jacqueline's books
- Latinas in Aviation
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
Join us this season as we focus on The Future of Mass Communication! Melissa kicks off this season with nationally syndicated columnist, Ruben Navarrette. Listen as they discuss the importance of thought leadership in comms, the role of opinion editorials (op-eds), and how to navigate controversial issues as communicators.
About Ruben:
Ruben Navarrette is a nationally syndicated columnist with The Washington Post Writers Group, writer of the Navarrette Nation newsletter at Substack, regular contributor to Spectrum News 1 in Los Angeles, a contributor to The Daily Beast (on the left) and Newsmax Magazine (on the right), feature writer for Latino Magazine, member of USA Today’s Board of Contributors, host of the podcast “Ruben In The Center,” regular contributor of video commentary to Omaha-based Straight Arrow News, author of “A Darker Shade of Crimson: Odyssey of a Harvard Chicano” (Bantam), founder & CEO of “The Navarrette Sonic Podcast Network,” and a communications coach specializing in personal brand development and the creation of media projects for individuals, companies and non-profit organizations.
Subscribe to Ruben's newsletter
Follow Ruben on Facebook
Follow Ruben on Twitter
Topics covered:
- Refining your opinion as a columnist
- Picking topics to cover or pitch
- What PR professionals should know about the immigration debate
- Preparing communication during a presidential election year
Resources mentioned:
- Ruben's website
- Brené Brown
- "Great lyrics brought together Taylor, Bruce, my teenage daughter and me"
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
Learn Copyright Law do's and don'ts of AI from public relations author Melissa Vela-Williamson and media law attorney Alicia Calzada on January 18. Tickets are on sale now!
Resources mentioned:
-
Ethics and Copyright Law in an AI-Excited World
-
Smart Talk: Public Relations Essentials All Pros Should Know
-
MVW Communications
-
PR Pro Gear
Enjoy a bonus conversation between Melissa and Shannon Weinstein on the Keep What You Earn! podcast where they discuss creating a conscious public relations strategy. Thanks to Shannon for having Melissa on her show to talk about PR and money matters. Resources mentioned:
- Keep What You Earn!
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
Making the leap from a steady corporate job to the chaos of owning your own business is not easy. In today's episode, Melissa talks to Jennifer R. Hudson, APR about her path to owning her own firm. About Jennifer:Jennifer is a strategic communications advocate, trainer, mentor, consultant and speaker. Her superpowers are helping PR leaders step boldly into their role as a trusted advisor and weeding through the details to ensure an organization’s communications are always focused on the big picture. During her 25-year career in corporate communications, Jennifer has always sought to broaden the role of public relations. She leads trainings and workshops on corporate messaging; strategic communications planning; and core values, vision, and mission. Topics covered:
- Evolving your career within your current role
- The difficulties of leaving the corporate world
- PR coaching trends
- Advice for career evolution Actions to take:
- Discover opportunities wherever you are
- Practice inclusive communications
- Don't develop initiatives in a vacuum
- Approach your work with curiosity
- Focus on what brings you joy and adds value Resources mentioned:
- Southwest Key Programs
- Hispanic Women's Network of Texas
- Fierce Mujeres
- Hispanic Public Relations Association (HPRA)
- Think Beyond Public Relations
- Univision
- American Airlines
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
Social media is a powerful tool every PR professional needs to know how to use. But what happens when that power gets out of your control and creates a crisis? Today, Melissa discusses the importance of understanding crisis communication in every part of your career evolution with crisis comms and TikTok strategist Molly McPherson. About Molly:Public relations expert Molly McPherson knows how to handle a crisis. Molly served in the external affairs office at the Federal Emergency Management Agency (FEMA) where she introduced the agency's first digital media efforts in response to the public backlash from the Hurricane Katrina response. As Director of Communications for Cruise Line International Association in Arlington, Virginia, Molly handled the official media responses related to maritime security during the 9/11 attacks and the norovirus outbreak on cruise ships in 2002. Molly is the host of the Indestructible PR Podcast bestselling author of the book Indestructible: Reclaim Control and Respond with Confidence in a Media Crisis, and creator of a popular TikTok account that makes PR crises easy to follow and easy to avoid. This year she was Adweek Creative Visionary Award Winner: Careers Creator of the Year. Topics covered:
- Pop culture and PR
- From FEMA to TikTok
- Crisis communications fundamentals
- The importance of monitoring social media
- Advice for young professionals Actions to take:
- Be open to change
- Live by your principles
- Use social media wisely Resources mentioned:
- Southwest Key Programs
- Hispanic Women's Network of Texas
- Fierce Mujeres
- Hispanic Public Relations Association (HPRA)
- Molly's TikTok
- The Muppets Mayhem
- Grimace Challenge
- Tide Pod Challenge
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
How do you make a difference when you see a lack of support for your community? In today's episode, Melissa talks to Bernice Chao, an award-winning creative whose career evolution led her to creating Asians in Advertising and writing a book about visibility. About Bernice:Bernice Chao is an award-winning creative who's worked on campaigns for notable brands like HBO, Google, Chime, and Nissan. As one of the few female Asian American creative leaders in the United States, she is helping shape the AANHPI community as the co-founder of the non-profit organization Asians in Advertising and host of the AIA podcast. She has also created mentorship and scholarship programs for the AANHPI community. Topics covered:
- What inspired Bernice's career evolution
- How to counteract stereotypes
- Maintaining a work-life balance
- Advice on career evolution Actions to take:
- Focus on self-care and well-being
- Establish boundaries and protect them
- Have deep, meaningful conversations
- Practice listening skills *Big thanks to our sponsor Anais Biera Miracle for supporting this season of the podcast!
Resources mentioned:
-* Southwest Key Programs
- Hispanic Women's Network of Texas
- Fierce Mujeres
- Hispanic Public Relations Association (HPRA)
- Asians In Advertising
- Mad Men
- Valuegraphics
- The Visibility Mindset
- Elemental
- Melissa's PRSA columns
- TedxCulverCity
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
It takes a village to build a career you can be proud of. In this episode, Melissa talks to former PR agency pro turned coach Ken Jacobs about the importance of great coaching and consulting in your career evolution.
*Big thanks to our sponsor Anais Biera Miracle for supporting this season of the podcast!
About Ken:Ken Jacobs is one of the few certified executive coaches who had an initial career in PR agency management and leadership. He helps senior communications executives become more inspired, inspiring, and effective leaders. Ken also helps agencies reach their business development goals, manage for profitability, and enhance client service and relationships. Topics covered:- The catalyst for Ken's career evolution
- How good coaching can help your career
- Consulting vs. coaching
- Patterns in today's coaching needs
- Working through impostor syndrome
- Lessons from agency life
- Accepting change Actions to take:- Know where your strengths on
- Find a mentor
- Don't ruminate: Get a lesson and move on
- Be conscious of how you think
- Have a thirst for knowledge Resources mentioned:*- Southwest Key Programs
- Hispanic Women's Network of Texas
- Fierce Mujeres
- Hispanic Public Relations Association (HPRA)
- Jacobs Consulting and Executive Coaching
- Elise Mitchell
- Ketchum
- The Confidence Code: The Science and Art of Self-Assurance---What Women Should Know
- Hunter PR
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
When you start your career, you never know where life will take you. Today's guest, Julie Livingston, embraced the unknown by letting curiosity guide her throughout her career. Listen as she talks with Melissa about her path and how it ultimately led to starting her own firm. *Big thanks to our sponsor Anais Biera Miracle for supporting this season of the podcast!
About Julie:Julie Livingston is president of WantLeverage Communications, an entrepreneurial PR and LinkedIn marketing consultancy based in New York City. She specializes in turning “under the radar” executives and businesses into authoritative industry leaders through strategic communications counsel, media placement, and elevating leadership visibility on LinkedIn, the world’s biggest business networking platform. A member of LinkedIn Advisors, Julie is a three-time board member of NY Women in Communications. She holds an MS in Communications Management from Syracuse University’s Newhouse School of Public Communications. Her thought leadership has been featured on Morning Brew and in PR News, CommPro.Biz, ASAE, and other industry publications. Topics covered:
- Julie's career path
- Overcoming self-doubt
- The creation of WantLeverage Communications
- Leveraging LinkedIn
- Deciding what services to offer
- Career advice Actions to take:
- Connect the dots of your experiences to overcome impostor syndrome
- Embrace challenges
- Let your curiosity guide you
- Promote who you are and what your values are
- Keep up with technology Resources mentioned:
-* Southwest Key Programs
- Hispanic Women's Network of Texas
- Fierce Mujeres
- Hispanic Public Relations Association (HPRA)
- Julie's LinkedIn
- World Gold Council
- Scholastic
- Volunteers of America
- The Toy Association
- WantLeverage Communications
- The Quorum Initiative
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
Listen as Melissa kicks off Season Six by asking questions to get you thinking about you how to evolve your career. Join us this season as Melissa talks with experts in various disciplines about their career evolution stories.
*Big thanks to our sponsor Anais Biera Miracle for supporting this season of the podcast!
Topics covered:
- Career evolution
- How to determine what you need in a new job or career
- Using smart talk to enhance your skills
- Assessing your compatibility with your current role
- Melissa reflects on the start of her career Actions to take:
- Ask yourself if you're where you want to be career-wise
- Be conscious about how you take care of yourself
- Think about your current role and career trajectory Resources mentioned:
-* Southwest Key Programs
- Hispanic Women's Network of Texas
- Fierce Mujeres
- Hispanic Public Relations Association (HPRA)
- Seaworld
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
Enjoy a bonus conversation between Melissa and Gini Dietrich of Spin Sucks about effectively communicating across diverse audiences.
Topics covered:
- Being conscious of how you communicate
- DEI communication musts
- Tactics to include in your communications programs
- Integrating intersectionality
- Habits for more inclusive communication
- Q&A
Actions to take:
- Advocate for yourself
- Plan with experts when you can
- Do your research
- Tailor your approach to your audience
- If you wouldn't say it with a mic in hand, don't say it
- Listen to your gut
Resources mentioned:
- PRSA Conferences
- Selena (1997)
- PRSA specialties
- Pew Research Center
- IPR Center for Diversity, Equity, and Inclusion
- PRSA D&I Toolkit
- Communicating with LGBTQ Audiences
- Valuegraphics
- Spin Sucks
- The PESO Model
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
Smart Talk: Public Relations Essentials All Pros Should Know Audiobook is now available!
Actions to take:
- Download your copy of the Smart Talk audiobook on Amazon, Audible or wherever you get your audiobooks
Resources mentioned:
- Smart Talk Audiobook on Amazon
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear
Season finale! Listen in as Melissa wraps up season five by passing the mic to Melissa Monroe-Young, APR to speak on transitioning careers from journalism to public relations.
About Melissa:
Melissa has worked as a journalist for over 15 years and transitioned into PR in 2008. She works in the Marketing & Strategic Communications team at Northwest Vista College and stays busy in her community and with her family.
Topics covered:
- Making the transition from journalism to public relations
- The benefits of accreditation
- Misconceptions about journalists and PR professionals
- Advice for young communications professionals
Actions to take:
- Get involved in a trade association
- Dig deep to find the best stories and make them newsworthy
- Take a course on journalism to strengthen your PR skills
- Get the education you need
- Get rid of the spin
Resources mentioned:
- Smart Talk: Public Relations Essentials All Pros Should Know
- National Association of Black Journalists
- National Association of Hispanic Journalists
- Public Relations Society of America
- AP Stylebook
- MVW Communications
- PR Pro Gear
In public relations, relationships are everything. This week, Melissa passes the mic to communications executive, Moon Kim, for advice on creating authentic connections through networking and becoming a true client counselor. Tune in for great tips on building strong relationships in your field.
About Moon:
Moon Kim is a seasoned communications executive, team leader and strategic counselor who thrives in a fast-paced creative and entrepreneurial environment. She has over 16 years of experience leading corporate communications and brand building campaigns across multiple industries from financial services, fintech, retail, healthcare and wellness to professional services and technology. Her interests and passion include yoga & meditation, entrepreneurship, learning consumer and business trends and experiencing cultural diversity. She believes in asking the tough questions, keeping an open mind and taking risks. Moon lives in NYC with a loving husband who cooks her delicious meals daily and adorable children, Mila and Julian.
Topics covered:
- How to make natural, meaningful connections
- Being an agency thought partner
- Common mistakes agencies make
- What ideal client-agency relationships look like
- Pushing back for a client's benefit
- Building trust with your client
Actions to take:
- Take it one day at a time
- Make yourself helpful to others
- Offer connections when you can
- Don't rest on your past successes
- Be an extension of your client's team
- Don't risk your relationships
- If you said you'll do it, do it
Resources mentioned:
- Smart Talk: Public Relations Essentials All Pros Should Know
- Chat GPT
- MVW Communications
- PR Pro Gear
As a PR pro, some of the most important relationships you will form are with the media. In this episode, Melissa passes the mic to Vincent T. Davis, a reporter and columist at the San Antonio Express-News, for advice on cultivating beneficial and meaningful relationships with the media.
About Vince:
Vincent T. Davis is a general assignments reporter and columnist at the San Antonio Express-News. Every Monday morning, he shares intriguing tales of everyday people from across San Antonio in a column titled, “San Antonio Stories.” A 22-year veteran of the Air Force, Davis started at the Express-News in 1999 as a part-time, editorial assistant for the City Desk, working nights and weekends while attending San Antonio College where he was on the staff of “The Ranger” newspaper. He completed a three-month fellowship with the Freedom Forum Diversity Institute at Vanderbilt University in Nashville in 2003 and earned a bachelor’s degree in communication design from Texas State University in San Marcos in 2006.
Email Vince at vtdavis@express-news.net
Topics covered:
- How to be a good PR source
- The process of reviewing a pitch
- Creating and maintaining relationships with the media
- What makes a great human interest story
Actions to take:
- Be detail-oriented and timely
- Do your research
- Build a meaningful relationship with reporters
Resources mentioned:
- Smart Talk: Public Relations Essentials All Pros Should Know
- San Antonio Stories
- "For a guy called Mr. Fiesta, passion for San Antonio’s annual festival runs deep"
- "San Antonio resident hands out water to MLK marchers in spirit of slain civil rights leader"
- MVW Communications
- PR Pro Gear
Public relations pros have a lot to worry about in their day-to-day. This means that most of the time, personal well-being falls to the bottom of the list. This week, Melissa passes the mic to Mark Mohammadpour to teach us how to healthfully manage the demands of a career in PR.
About Mark:
Mark Mohammadpour is the owner and Chief Well-being Officer at Chasing the Sun. After spending his public relations career as an executive at Edelman and Weber Shandwick, and after losing and keeping off 150 pounds over the last decade, Mark founded Chasing the Sun to empower businesses and their employees to prioritize their well-being so they can shine in the family room and the board room. Chasing the Sun’s team and enterprise-wide well-being programs deliver relatable, practical, and actionable solutions.
Topics covered:
- Benefits of employee wellness programs
- Trends in well-being
- Overcoming stigmas through communication
- How thinking like a PR pro affects your health
- Common mistakes
- The problem with hustle and grind culture
Actions to take:
- Change habits with small steps
- Have empathy for people in similar situations
- Be mindful about meetings
- Directness is kindness
Resources mentioned:
- Smart Talk: Public Relations Essentials All Pros Should Know
- Chasing the Sun
- U. S. Travel Association
- MVW Communications
- PR Pro Gear
This week, Melissa passes the mic to Anais Biera Miracle, the Chief Communications Officer for Southwest Key Programs to give us a masterclass in mentorship, emotional intelligence, and adaptive leadership.
About Anais:
Anais Biera Miracle is the Chief Communications Officer for Southwest Key Programs, one of the largest, Latino-led nonprofit organizations in the United States. Anais is responsible for providing leadership and strategic vision for the communications department, which oversees strategic communications, crisis communication, social media, media relations, multimedia, and internal communications. Anais has more than 18 years in the field of Public Relations.
Topics covered:
- Working outside of your comfort zone
- The importance of relationships
- Finding a mentor
- Advocating for vulnerable populations
- Adapting to a national mindset
- Enhancing careers through professional development
Actions to take:
- Give people the opportunity to shine
- Become an ally for your peers
- Have a realistic work-life balance
- Seek a variety of mentors
- Share your knowledge with others as a mentor
Resources mentioned:
- Smart Talk: Public Relations Essentials All Pros Should Know
- Southwest Key Programs
- Melissa's PRSA column
- MVW Communications
- PR Pro Gear
Join Melissa as she kicks off Season Five by discussing the importance of representation and cultural competency. This season, we're passing the mic by interviewing industry specialists who shared their expertise in Melissa's new book, "Smart Talk: Public Relations Essentials All Pros Should Know".
Topics covered:
- The importance of representation
- Experiencing cultural incompetency
- The Invitation Theory
- How to #PassTheMic
Actions to take:
- Consider what you represent in your work and through your actions
- Think about what makes people similar
- Embrace new and different people
- Practice inclusivity in everything you do
Resources mentioned:
- Smart Talk: Public Relations Essentials All Pros Should Know
- "Cultural Competency Is a Must for All"
- PRSA Conferences
- MVW Communications
- PR Pro Gear
Season finale! For the last episode of season four, Melissa reads the introduction from her book, "Smart Talk: Public Relations Essentials All Pros Should Know."
Topics covered:
- Recap of the season
- Melissa's journey to becoming an author
- The introduction of "Smart Talk: Public Relations Essentials All Pros Should Know”
Actions to take:
- Get yourself a copy of "Smart Talk" today!
- Buy a book for someone for you know who's interested in PR!
Resources mentioned:
- "Smart Talk: Public Relations Essentials All Pros Should Know"
- MVW Communications
- PR Pro Gear
Marketing takes on a lot of definitions, but at its core, it's all about promoting something positive. In this week's episode, Melissa talks to Sherí Barros, Vice President of Global Sports Brand Alliances for the American Cancer Society, about her trailblazing career in cause marketing.
About Sherí:
Sherí Barros is an award-winning brand executive with a body of work spanning 20 years across some of the most recognized sports entertainment brands. She currently serves as the Vice President of Global Sports Brand Alliances for the American Cancer Society. At the intersection of corporate social responsibility and cause marketing, she leads a team managing partnerships with major sports leagues, brands, and talent to advance the mission. This includes working alongside the National Football League to lead one of the most impactful cause partnerships in pro sports: the NFL’s Crucial Catch initiative to fight cancer.
In 2019, Sherí was named an inaugural jury member of the Cannes Lions ‘Entertainment for Sport’ awards, one of the most prestigious global marketing awards in the world. She has served as an Adjunct Professor of Marketing at New York University, and guest lectures for UCLA’s Center for Management of Enterprise in Media, Entertainment & Sports (MEMES).
Topics covered:
- The path to sports marketing
- An introduction to cause marketing
- Building a career through trial and error
- Creating brand advertising
- Engaging a global audience
- Key marketing lessons
- Promoting social good
Actions to take:
- Move towards what inspires you
- Understand your brand identity
- Meet people where they are
- Learn from brand missteps
- Stay curious
Resources mentioned:
- American Cancer Society
- NFL Crucial Catch
- Hockey Fights Cancer
- Coaches Vs. Cancer
- Aceing Cancer
- Maslow's Hierarchy of Needs
- MVW Communications
- PR Pro Gear
The operating system for being human is a lot simpler than you'd imagine. We are all driven by our values. But what are these values? And how do we use this information to better understand each other? This week, Melissa talks to David Allison, the trailblazing founder of the Valuegraphics Project.
About David:
David Allison is the Global Values Leader, Human Behavior Expert, and Founder of the Valuegraphics Project. After decades in marketing, David recognized that demographics weren’t working. Gender roles are blurring, age has nothing to do with how we behave, and our income doesn’t change what’s in our hearts. It’s our values that drive our behavior. So he launched the Valuegraphics Project to create the first accurate inventory of core human values for everyone on Earth.
After 750,000 surveys in 152 languages, we now have a complete directory of human decision-making, and innovative organizations like PayPal, Lululemon, and the United Nations Foundation are connecting with people in new, more profound ways — by honoring what they value.
Topics covered:
- Discovering Valuegraphics
- Why demographics are obsolete
- America's top value points
- How personal values evolve
- When Valuegraphics intersect with marketing
- Using value-driven data
Actions to take:
- Look beyond typical demographics
- Use the three tell-tale questions
- Make your stories about something that matters
Resources mentioned:
- Valuegraphics
- "Smart Talk: Public Relations Essential All Pros Should Know"
- "Innovate with Valuegraphics"
- "We Are All The Same Age Now"
- MVW Communications
- PR Pro Gear
What do you consider the "general market"? As a country, our marketing needs are as complex as our identities. This week, Melissa talks to the CEO and founder of APC Collective, Audrey Ponzio, about her communications agency's groundbreaking work in mindful marketing.
About Audrey:
Audrey Ponzio is the CEO & Founder of APC Collective where she and her team develop communications and community engagement programs to help clients grow their reach, relevance, and impact. Specializing in integrated and inclusive campaigns, Audrey has developed best-in-class programs for leading brands including Google, Audible, GE, Starbucks, Kraft Foods, Unilever, Johnson & Johnson, Pfizer, Time Warner Cable, American Heart Association, Girl Scouts, Boys & Girls Clubs of America, Sprint, Delta, and PepsiCo, among others.
Topics covered:
- The path to multicultural marketing
- Juggling identities
- The "why" behind APC Collective
- What is means to be mission-led
- Examples of trailblazing work
- How pros can be more inclusive
- Audrey's legacy
Actions to take:
- Give your work meaning
- Hire diverse-owned firms for more than diversity work
- Don't let your location limit you
- Take conversations to bigger places
- Use your time wisely
Resources mentioned:
- APC Collective
- LatinWorks
- "Time Inc.'s People en Español Reveals Findings from Exclusive Workplace Study: Latina@Work"
- Texan by Nature
- Jarritos
- "APC RALLIES COMMUNITY TO SUPPORT JARRITOS’ MINI-FILM"
- MVW Communications
- PR Pro Gear
What is public relations' role in achieving health equity? Listen as Melissa discusses diversity and inclusion in the healthcare industry with Senior Vice President at FleishmanHillard and health equity trailblazer, Thomas Bennett.
About Thomas:
Thomas is an MBA-educated, military veteran with over 20 years of combined experience in Public Relations (PR), Sales, Marketing, Diversity & Inclusion, and Business Development. He has devoted over 14 years of his career working for companies and organizations in the healthcare industry due to his passion and commitment to achieving health equity.
Currently, Thomas is Senior Vice President at FleishmanHillard, a global PR agency that was recently named Agency of the Year by PRWeek.
Topics covered:
- The importance of public relations in healthcare
- Introducing health equity
- The evolution of diversity & inclusion
- How to start working in D&I
- Becoming a D&I champion
- Going above and beyond in your day job
Actions to take:
- Ensure your communication is fair and accurate
- Your lived experiences can enlighten your work
- Become an ally
- Look internally before you fix external problems
- Address D&I problems head-on
Resources mentioned:
- The Public Relations Society of America
- Deloitte
- Melissa's PRSA articles
- MVW Communications
- PR Pro Gear
Even in an evolving field like public relations, sticking to the fundamentals is a strategy you can always bet on. This week, Melissa talks to Robert Dilenschneider, the founder and CEO of The Dilenschneider Group about his trailblazing journey through the changing world of public relations.
About Robert:
Robert Dilenschneider is the founder and CEO of The Dilenschneider Group, a global strategic counseling and public relations firm, headquartered in New York. He previously served as the CEO of Hill & Knowlton. He serves on several boards, including the Institute of International Education.
Topics covered:
- Getting into public relations
- What inspired the new edition of "The Public Relations Handbook"
- Reflecting on major changes in public relations
- Defining environmental, social, and governance (ESG) criteria
- Key lessons in public relations
- Why public relations matters
Actions to take:
- Always refer to the fundamentals
- Create short and powerful messages
- Be honest
- Build character
Resources mentioned:
- The Public Relations Handbook
- The Wall Street Journal
- MVW Communications
- PR Pro Gear
When you leverage your heritage in your marketing strategy, you create new opportunities to cultivate meaningful connections with your consumers. Melissa sits down with Yvonne “Bonnie” Garcia, Founder and CEO of MarketVision to talk about her groundbreaking career in Hispanic marketing.
About Yvonne:
Yvonne “Bonnie” Garcia founded MarketVision in 1998 after 22 years in corporate marketing because she saw a void in shopper, promotional, and grassroots marketing that would engage multicultural consumers. Since then, she has expanded the business from “three Latinas and a telephone” into a multi-million-dollar Culture. Inspired. Marketing® firm that uncovers cultural insights through research to make meaningful connections with clients’ brands or services.
MarketVision has 25 employees at its San Antonio headquarters and satellite offices in New York and Mexico. The firm has created culture-based marketing initiatives for such clients as Coca-Cola, Centers for Disease Control, ConAgra Foods, Continental Airlines, Copa Airlines, FCA Chrysler, Fisher-Price, General Mills, Girl Scouts of America, HEB, Hershey’s, J.M. Smucker Company, Kraft Foods, MassMutual, Mazola (ACH Foods), MillerCoors, Mondelez International, Northwestern Mutual, TIAA, University Health System, USAA, U.S. Bank, United Airlines and GO RIO.
Topics covered:
- Understanding the power of Hispanic marketing
- Opportunities for growth and areas of improvement in the cultural marketing shift
- Gaining the respect of the Hispanic community
- The growing Hispanic market
- What inspired Bonnie's "Dale Ganas" book
- Advice for Latinas
Actions to take:
- Leverage your background
- Go where the numbers are
- Respect and acknowledge your heritage
- Understand what people care about
- Be fearless
Resources mentioned:
- MarketVision
- Coca-Cola
- The U.S. Census
- Selena Coca-Cola ad
- "Technology and Spanish Translations" PRSA article
- Selena Coca-Cola TV spots
- "Dale Ganas"
- "Smart Talk: Public Relations Essential All Pros Should Know"
- MVW Communications
- PR Pro Gear
Paving a new path can be difficult, especially when people are resistant to change. This week Melissa talks to Gini Dietrich, the founder, CEO, and author of Spin Sucks, to discuss how she pioneered a new way to look at communication integration with the PESO Model™.
About Gini:
Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model™ and has crafted a certification for it in partnership with Syracuse University. She has run and grown an agency for the past 15 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.
Topics covered:
- The origin of the PESO Model™
- Benefits of PESO Model Certification™
- What pros get wrong about communication planning
- How to implement the PESO Model™ in strategy
Actions to take:
- Don't be a friend, be an advisor
- Make time to invest in your professional development
- Embrace integration
- Repurpose content
- Trust your instincts
- Unlearn your behaviors
Resources mentioned:
- Spin Sucks
- PESO Model™
- PESO Model Certification™
- Christopher Penn
- LinkedIn Newsletter
- MVW Communications
- PR Pro Gear
Taking on an uncharted path alone can be as challenging as it is rewarding. This season, we're focusing on Communication Trailblazers who followed their calling into unexplored territory and left a trail for those behind them to follow. Join Melissa as she kicks off season four by discussing her evolution from a solo pioneer to a professional trailblazer.
Topics covered:
- Defining a "trailblazer"
- Sharing hard-learned lessons
- Finding inspiration in unlikely places
- The hazards and rewards of trailblazing
Actions to take:
- Take your torch and clear a path for those behind you
- Answer the call for change
- Make the journey even when it's never or rarely done
Resources mentioned:
- Smart Talk: Public Relations Essentials All Pros Should Know
- Frozen II (2019)
- MVW Communications
- PR Pro Gear
Season finale! For the last episode of season three, Melissa is joined by a surprise guest: STS Producer Jennifer Navarrete!
About Jennifer:
Jennifer Navarrete has been podcasting since 2005, believes everyone has a story to share, and that podcasting is the perfect platform to share it!
Whether she’s founding an annual podcasting movement like National Podcast Post Month (NaPodPoMo), leading communities (San Antonio Podcasters, Social Media Club, Social Media Breakfast), or training agencies and individuals through her company Brewing Media, Jennifer educates and empowers YOU to tell your story through the hottest, fastest-growing communication medium on the planet -- podcasting.
Follow Jennifer on Twitter
Follow Jennifer on Facebook
Connect with Jennifer on LinkedIn
Follow Jennifer on Instagram
Follow Jennifer on Clubhouse
Topics covered:
- The evolution of podcasting
- Should you start a podcast?
- The levels of creating a podcast
- Common KPIs
- Finding your style
Actions to take:
- Develop a community
- Don't limit your potential reach
- Come up with a schedule you can stick to long-term
- Create systems
- Share your message
Resources mentioned:
- The Daily Source Code
- MVW Communications
- PR Pro Gear
Don't be performative, strive to be transformative. This week, Stephen Macias, President of MulitCultural Comms & PR at Rogers & Cowan PMK, joins Melissa to discuss the necessity and impact of multicultural communications.
About Stephen:
For almost 20 years, Stephen Macias created communication and public relations strategies that connect brands to consumers in the LGBTQ community, communities of color, and female-driven initiatives. Macias founded the D&I practice at MWWPR in 2014. During his time at MWWPR, he built an award-winning Diversity and Inclusion practice covering consumer lifestyle, diverse film and television projects, and nonprofits. He's worked with clients like Hilton Worldwide, Doritos, Amazon, FX, the San Francisco Gay Men's Chorus, and LA Pride. With an increasingly divided consumer base across the U.S., Macias has now at taken his work to one of the world's leading agencies, Rogers and Cowan/PMK to continue navigating successful campaigns for global clients with innovative approaches to reaching diverse communities.
Topics covered:
- The evolution of multicultural communications
- Tips for improving diversity efforts
- Great examples of multicultural campaigns
- Utilizing value graphics
Actions to take:
- Don't use a cookie-cutter approach
- Listen to understand
- Think about the "why"
- Combine your lived and learned experiences
- Be confident about who you are and proud of where you came from
Resources mentioned:
- Doritos Dia de las Muertos campaign
- Mastercard campaign with Jennifer Hudson
- MVW Communications
- PR Pro Gear
No matter what career field you work in, being a strong public speaker is an asset. This week, Melissa talks to Pastor Jonathan Mussett about how to be an impactful public speaker and specializing in faith communication.
About Pastor Jonathan:
Jonathan Mussett is the Assistant Lead Pastor at Westover Hills Church in San Antonio, Texas. He has a PhD in Marriage and Family Therapy from St. Mary’s University and is an ordained minister with the Assemblies of God.
He loves Jesus, his wife Danae and kids Aiden & Alexis, coffee, Whataburger, and Texas BBQ – in that order.
Follow Pastor Jonathan on Facebook and Instagram: @jmussett
Topics covered:
- Discovering a love for public speaking
- How to craft your message
- Creating value for your audience
- Diversity as a priority
- Lessons learn from faith communication
- Practical tips for public speaking
Actions to take:
- Study people who communicate effectively
- Start with small goals
- Begin with the end in mind
- Somebody needs to hear your story
Resources mentioned:
- Westover Hills Church
- MVW Communications
- PR Pro Gear
Interested in teaching PR or social media? There's a niche for that! Learn more about educating tomorrow's professionals in today's episode with Strategic Communications Professor Karen Freberg.
About Karen:
Karen Freberg (@kfreberg) is a Professor in Strategic Communications at the University of Louisville, where she teaches, researches, and consults in social media strategy, public relations, and crisis communication. Freberg has experience working with brands such as Hootsuite, General Motors, Breeders’ Cup, Facebook, Adobe, and Chipotle. Freberg has written several books including "Social Media for Strategic Communications: Creative Strategies and Research-based Applications" and "Discovering Public Relations".
Topics covered:
- The path to teaching
- The importance of real-world experience
- Writing the book on social media
- Creating an online community
- Designing a curriculum
- What to know about becoming an educator
Actions to take:
- Find ways to gain experience
- Create the tools you wish you had
- Mix theory with real-world experience
Resources mentioned:
- Sage Publishing
- Barnes & Noble
- Social Media Professors Community Group
- MVW Communications
- PR Pro Gear
In an increasingly digital world, the strategies we use to effectively communicate must evolve to keep up. Learn more about those strategies and other best practices from today's guest, Digital PR Strategist Sarah Evans.
About Sarah:
Sarah Evans, founder of Sevans Strategy and Sevans Digital PR, is a digital PR strategist, consultant, global brand correspondent and keynote speaker, who works with companies worldwide to create and improve their social and digital PR strategies. Her team is able to advise on branding, marketing, advertising, and public relations.
Additionally, Sarah has been a digital correspondent for several companies including Paypal, Cox Communications, MGM International, Cisco, SAP, Wal Mart, Shorty Awards and more.
Topics covered:
- Defining Digital PR
- Trends in PR specialties
- The concept of digital legacy
- Becoming an influencer
- Advising clients on TikTok
- Vital digital strategies
Actions to take:
- Learn from the people around you
- Be intentional with your voice
- Build relationships with media
Resources mentioned:
- Sarah's newsletter
- Public
- MVW Communications
- PR Pro Gear
In the communication field, there are two categories that most professionals fall under: generalist or specialist. This season, we're focusing on Communication Specialties. Join Melissa as she starts season three reviewing the pros and cons of specializing and how you can find your specialty areas over time.
Topics covered:
- Generalists vs. specialists
- Discovering your niche
- How and when to decide on your specialty
- Future-proofing your career
Actions to take:
- Find your passion
- Embrace your vantage point
- Keep an integrated mindset
Resources mentioned:
- "Communication Specialties: Generalist vs. Specialist" blog post
- MVW Communications
- PR Pro Gear
Season finale! Join Melissa as she wraps up Season 2 by sharing her top three principles for being a socially responsible professional.
Topics covered:
- How to fix root issues by moving upstream
- The importance of doing more good than harm
- What being an ally means
Actions to take:
- Know and do better
- Serve people where they
- Make your impact a positive one
- Recognize your biases and privileges
Resources mentioned:
- Methodist Healthcare Ministries
- Spider-Man (2002)
- The Hippocratic Oath
- The Latina Leadership Institute
- "How to Be a Good Friend"
- MVW Communications
- PR Pro Gear
The pandemic left a lasting impact on countless industries. As hybrid work models solidify and job listings start to multiply, the HR industry is settling into its new mode of operations. This week, Melissa is joined by Christina Stokes, the Senior Vice President, Director of Talent Acquisition at RUBENSTEIN.
About Christina:
Christina Stokes is the Senior Vice President, Director of Talent Acquisition at RUBENSTEIN, a New York City based strategic communications and reputation management firm with a roster of 400 clients representing leaders and groundbreakers across industries. Christina is a member of the Public Relations Society of America, as well as the PRSA New York chapter, and she is a contributor to the monthly PRSA Strategies & Tactics newspaper with her column, Hire and Seek. She also is a member of the Society of Human Resources Management. She has extensive expertise developing and implementing high-level talent acquisition strategies, coupled with employer branding and visibility initiatives. She is passionate about refining and enhancing employee engagement, company culture, and diversity and inclusion efforts. She currently serves as co-chair of RUBENSTEIN’s inaugural DEIA Council. Prior to her role in leadership with RUBENSTEIN, Christina was the Director of Talent Acquisition for MWWPR. Earlier, she worked within recruitment/staffing firms (Phifer & Company, Stephen-Bradford Search, TTS Personnel), and she even spent time in market research (SIS International). She lives in Queens, NY with her partner, her daughter, and their two black cats.
Follow Christina on Twitter: @NewYorkRoses
Follow Christina on Instagram: @nycroses
Connect with Christina on LinkedIn
Email Christina: CStokes@Rubenstein.com
Topics covered:
- The pandemic's impact on HR
- The current state of the PR job market
- Outlining upcoming trends
- Identifying challenges in talent acquisition
- Employee retention challenges
Actions to take:
- Take time to refresh your connections
- Maintain authenticity in virtual spaces
- Be intentional
- Shift with the times
Resources mentioned:
- RUBENSTEIN
- PRSA
- HBOMax's Locked Down
- The HR Magazine Summer 2021 Issue
- MVW Communications
- PR Pro Gear
2020 was the year of virtual events. 2021 is a bit more complicated. How does what we know now about tech and safety standards inform event planning in a world that's going back in-person? This week, Melissa talks with Janet Holliday, the President and CEO of The CE Group, about event planning in a pandemic world.
About Janet:
Janet Holliday embodies a rare combination of strategic vision, tremendous leadership skills, and the “can-do” attitude that it takes to plan, position, promote and produce some of the most successful large-scale marketing events in the country and around the world. Janet’s name has become synonymous with excellence when it comes to executing the highest level of strategic marketing events as part of comprehensive marketing programs for companies and organizations of all sizes. Her entrepreneurial spirit has launched the CE Group, Inc. into many areas of experience-based marketing, including its six core services: Event and Production Management, National Sports and Events Marketing, Destination Management, Venue Management, and Integrated Communication.
Visit the CE Group’s website
Follow the CE Group on Instagram: @thecegroup
Follow the CE Group on Facebook
Follow the CE Group on Twitter: @thecegroup
Connect with the CE Group on Linked In
Connect with Janet on Linked In
Email Janet: janet@cegroupinc.net
Topics covered:
- The evolution of event planning
- The future of virtual events
- Navigating a time of recovery and discovery
- How to decrease anxiety and increase joy
- Protecting clients from liability concerns
Actions to take:
- Have a strong contingency plan
- Create clear guidelines
- Add some meaning to your routine
- Talk about the worst case scenarios
- Lead with responsibility
Resources mentioned:
- PRSA
- To-Go For Good
- United Way
- MVW Communications
- PR Pro Gear
Digital strategy can influence minds and drive behaviors towards making a change. So, what happens when marketers use those tools to bring awareness to social issues? This week, Melissa is joined by Cedric F. Brown to dive deeper into diversity, equity, and inclusion.
Follow Cedric on Twitter: @abrothanamedCed
Connect with Cedric on LinkedIn: /in/cedricfbrown
Visit Cedric’s website
Topics covered:
- What it means to be "more than a publicist"
- How PR professionals practice social responsibility
- How DEI is being approached in the industry today
- Raising boys into good men
- Leveraging digital strategies to educate and inform
- When and how to get involved in social issues
Actions to take:
- Be your authentic self
- Build bridges and relationships
- Ask others to contribute to the conversation
- Take ownership of your story
- Seek to understand before asking to be understood
Resources mentioned:
- PRSA
- Dr. Michael Reichert
- Ben and Jerry's
- MVW Communications
- PR Pro Gear
It takes a village to support a great cause and make a difference. From matching donations to getting over 200,000 people vaccinated, WellMed is an expert in utilizing their community to make a positive impact. This week, we hear from Brittany Pratt, the Vice President of Social Responsibility at WellMed Medical Management, on mobilizing and investing in your community.
About Brittany:
Brittany Pratt, a San Antonio native, earned her Bachelor's degree in Public Relations and Master's degree in Interpersonal Communications from the University of Texas at San Antonio. She landed an internship as an undergrad at the Children's Shelter of San Antonio where her career in the non-profit industry began. She moved on to work for Girls Inc of San Antonio and then to her alma mater, UTSA, to fundraise for research and scholarships. In 2016 Brittany made the jump to the corporate world and is now in the social responsibility space at WellMed Medical Management.
Follow WellMed on Instagram and Twitter: @wellmedgives
Follow WellMed on Facebook
Visit WellMed’s website
Email WellMed at wellmedgives@wellmed.net
Topics covered:
- How WellMed defines social responsibility
- Jumping into action when your community is in need
- Getting started in social responsibility
- Current initiatives that are making a positive impact
- Lessons learned
Actions to take:
- Meet people where they are
- Cut barriers to access
- Focus on what matters now
- Have philosophical conversations
- Set realistic goals
- Access your personal network to do something good
Resources mentioned:
- UTSA
- The Children's Shelter of San Antonio
- Girls Inc. of San Antonio
- Meals on Wheels
- The Texas Ramp Project
- WellMed Charitable Foundation
- United Way
- MVW Communications
- PR Pro Gear
Corporate social responsibility has many definitions, but no matter how you define it, most take into account: ethics, trust, responsibility, service, and societal impact. After learning how to navigate through turbulent times in Season One, let's learn how to responsibly build a better future. In the first episode of Season Two, Melissa introduces this season's focus: Practicing Social Responsibility.
Topics covered:
- Defining social responsibility
- How to get started on practicing social responsibility
Actions to take:
- Practice social responsibility in your personal life
- Ask tough questions
- Collaborate strategically
- Be thoughtful and planful
Resources mentioned:
- United Way
- PRSA
- American Marketing Association
- Little Free Library
- MVW Communications
- PR Pro Gear
Season finale! In the final episode of Season 1, Melissa shares the value of real talk conversations and offers tips on how to facilitate those often awkward, or difficult discussions. She also shares lessons learned from this season’s guests as they explored how to communicate during turbulent times.
Topics covered:
- How to assess your mindset
- The value of real talk
- Unity during a crisis
- The benefits of open conversation
- Creating safe spaces
Actions to take:
- Constantly evaluate your environment
- Have difficult conversations
- Point to data to minimize bias
- Don't make decisions alone
Resources mentioned:
- PRSA
- "The Value of Real Talk" article
- PR Pro Gear
Internal communications is about people. If done well, it can drive your organization to achieve top results, even during a pandemic. In this week's episode, Melissa talks to Amanda Todd, the Executive Communications Officer at Cisco, about the importance of internal communications.
About Amanda:
Amanda Todd is an Executive Communications Officer to Liz Centoni, Cisco's Chief Strategy Officer and General Manager of Applications at Cisco. Before joining Liz's Executive Communications team, Amanda built and led internal communications programs at Duo Security (now part of Cisco) and at car2go North America. She is a firm believer that the best communications understand people, products and culture - and has a special passion for employee well-being, corporate social responsibility and creating programs that foster a strong sense of purpose and belonging.
Follow Amanda on LinkedIn: amanda-todd-austin
Topics covered:
-
Defining internal communications
-
Internal communications during a pandemic
-
Internal communications in a post-pandemic world
-
How to build company culture while working from home
-
The measure of "good work"
Actions to take:
-
Include employees in your communications plan
-
Minimize confusion
-
Bring heart into your message
-
Acknowledge the "elephant in the room"
-
Build in daily opportunities for laughter
-
Learn how to listen
Resources mentioned:
-
Cisco: https://www.cisco.com/
-
Staffbase: https://staffbase.com/en/
-
PR Pro Gear: https://www.prgearshop.com/
Communication comes after actions. In a crisis, communicators are often preoccupied by the messaging of actions taken, but how often do we think about the actions themselves? This week, Melissa is joined by Michael Morlan, President of Two Rivers Emergency Management, to discuss how to close the gap between communications and actions in a crisis.
About Michael:
Mr. Morlan is an emergency management contractor/consultant, mentor, emergency management strategist, and President of Two Rivers Emergency Management. Over the past decade, Mr. Morlan has been a part of some of the largest Presidential Declarations including hurricanes, flooding, and extreme weather incidents, as well as other local disasters and emergencies throughout the United States. During these incidents, Mr. Morlan, filled many positions within the ICS structure including, Incident Commander, Operations Section Chief, and Planning Section Chief. He brings a unique knowledge of the public and private sector through healthcare, city, county, and federal organizations. Fulfilling multiple positions throughout his experience, Mr. Morlan has extensive experience within the emergency management field focusing on prevention, preparedness, response, recovery, and mitigation. Taking the phases of emergency management, Mr. Morlan, instills communication, coordination, and cooperation into his strategies for success. Through his business approach, Mr. Morlan promotes customized service, whole community focus, and embracing new technologies to ensure his company is redefining emergency management.
Follow on Facebook: facebook.com/tworiversem
Follow on LinkedIn: https://www.linkedin.com/company/two-rivers-emergency-management-llc
Topics covered:
-
The importance of emergency management and planning
-
Navigating recovery
-
Identifying gaps and reimagining what can improve
-
How to strengthen the relationship between communicators and emergency planners
-
The importance of being deliberate
Actions to take:
-
Make a checklist
-
Think about the what ifs
-
Don't just check a box
-
Build plans in the reality you face
Resources mentioned:
-
Two Rivers Emergency Management: Tworiversem.com
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PR Pro Gear: https://www.prgearshop.com/
When COVID-19 hit San Antonio, Meals on Wheels San Antonio (MOWSA) jumped into crisis response mode. New needs and disruptions strained the nonprofit which was already strapped for resources. This week's guests Chief Development Officer Forrest Myane and Communications and Marketing Director Ariana Barbour share the challenges they faced to stay in operation and meet the increased demand for help. Listen to learn how they activated a crisis communications campaign that positioned MOWSA as an essential lifeline for home bound, high-risk seniors.
About Forrest:
Forrest Myane has over 12 years of experience in nonprofit development. Since 2017, she has led fundraising and marketing initiatives for Meals on Wheels San Antonio. Today, she leads all external relations as Chief Development Officer and has helped increase the donor base and amount of funds received by the organization. Forrest has over 12 years of experience in nonprofit development. She has served as director of development for several area agencies including the Witte Museum, Autism Community Network and Christian Assistance Ministry.
About Ariana:
Ariana Barbour is the Communications and Marketing Director for Meals on Wheels San Antonio. She is responsible for planning, managing, and executing the overall communications plans of Meals on Wheels. Ariana holds a B.S. in Public Relations from the University of Florida and a Master of Arts in Advertising from The University of Texas at Austin. She has over 15 years of communications and marketing experience including agency, volunteer, and nonprofit work. In addition to caring for our city’s seniors through what she does every day, Ariana also volunteers as a board member for Girls Inc. of San Antonio to advocate for future opportunities for all of our community’s future female leaders, including her own daughter.
Topics covered:
- How MOWSA succeeded against the odds
- The importance of innovation
- Changes in the nonprofit industry
- Lessons learned while pivoting
- Working with a PR consultant
- How to communicate in a crisis
Actions to take:
- Make your donors feel appreciated
- Expect the unexpected
- Position yourself as essential
- Work smarter
- Don't be afraid to ask tough questions
Resources mentioned
- Meals on Wheels San Antonio: https://www.mowsatx.org/
This week, Melissa is joined by seasoned PR professional and leader of Talley Communication Strategies, Chris Talley. His PR experience comes from working at USAA, Lockheed Martin, AT&T, and FleishmanHillard, one of the world’s most prestigious public relations agencies. Today he volunteers in the community and devotes time to speaking at colleges across the country.
Topics covered:
- The difference between a crisis, an issue, and a situation
- How to be proactive in crisis planning
- How to "read the room"
- Learning from challenging situations
- The difference between brand and reputation
- How to manage stressful situations
Actions to take:
- Think like an investigative journalist
- Act, don't decide
- Praise in public, criticize in private
- Declare your communication timing
- Be intentional about the routines that you want to maintain as nonnegotiable
- Exercise, take a moment to breathe, and take a pause
Resources mentioned:
- Talley Communication Strategies: https://www.talleypr.com/
- Chris' LinkedIn: https://www.linkedin.com/in/christalley1
- Accreditation in Public Relations: https://www.prsa.org/professional-development/accreditation-in-public-relations-(apr)
- The Muppets Take Manhattan: https://www.imdb.com/title/tt0087755/
After a year as turbulent as 2020, there is one word Melissa has in mind: Restoration. In the inaugural Smart Talk Series episode, Melissa reflects on the lessons learned in 2020 and how communicating during tough times challenges professionals.
Topics covered:
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Silver linings from 2020
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How to communicate with your audience - Adaptable crisis management
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Evaluating your processes to create meaningful change
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Next steps for restoration throughout 2021
Actions to take:
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Establish a one-word theme for 2021
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Don't forget to remember the "why" when you lay out the "how"
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Embrace our new hybrid world
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Plan with pencils
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Diversify your approach
Resources mentioned:
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My Intent Project: https://myintent.org/
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Maslow's Hierarchy of Needs: https://www.simplypsychology.org/maslow.html - -
-Meals on Wheels San Antonio: https://www.mowsatx.org/
Welcome to the Smart Talk Series, hosted by Melissa Vela-Williamson -- an accredited public relations expert, entrepreneur and national columnist.
Each week, Melissa will dive into communication strategies, tips, and principles using her 360-degree approach.