News

President's Corner - June 2026

We are already in the month of June, which means we are anticipating the arrival of summer with a renewed sense of energy all around us. Longer days, warmer weather, vacations, graduations, family gatherings, and community celebrations remind us to pause and appreciate the moments that bring connection and joy to our lives.

June also offers meaningful opportunities for reflection and celebration. In addition to celebrating Father’s Day this month, we also observe Pride Month and Juneteenth as an important reminder of freedom, progress, and the continued work of building more inclusive and equitable communities. These observances invite us to celebrate the diverse experiences and perspectives that strengthen both our profession and our chapter.

As we move into the second half of the year, I am especially proud of the momentum we continue to build together at PRSA Richmond. Last month, on May 29, we celebrated the extraordinary milestone of our chapter’s 80th anniversary. For eight decades, PRSA Richmond has brought communications professionals together to learn, lead, support one another, and elevate the public relations profession across the commonwealth. We honor the leaders who laid this foundation while also looking ahead to the future we are shaping together.

That future is grounded in this year’s guiding "A.I." framework: Aligned Interactions, Authentic Inclusion, and Adaptive Innovation. Aligned Interactions remind us that meaningful relationships and collaboration remain at the heart of everything we do. Authentic Inclusion challenges us to ensure every voice is welcomed, respected, and valued. Adaptive Innovation encourages us to embrace change with creativity, curiosity, and confidence as our profession continues to evolve in new and exciting ways. And speaking of A.I., following the insightful presentation at our May luncheon from Dr. Cayce Myers on the current state of A.I., we will continue the conversation with a deeper dive at our professional development workshop this month.

As you enjoy all that summer has to offer, I encourage you to stay connected with PRSA Richmond through our programs, networking opportunities, and initiatives in the months ahead. Thank you for your continued support, engagement, and commitment to our chapter and profession.

With joy and enthusiasm,

Kenita B. Matthews, APR

PRSA Richmond Celebrates 80 Years of Service in Central Virginia

FOR IMMEDIATE RELEASE  | May 29, 2026 

Contact:  Mia Stephens, Outreach Chair
[email protected]

 PRSA Richmond Celebrates 80 Years of Service in Central Virginia
A milestone marking eight decades of advancing the public relations profession across the commonwealth

RICHMOND, Va. – The Richmond Chapter of the Public Relations Society of America (PRSA Richmond) is celebrating its 80th anniversary this year. Originally established as the Richmond Public Relations Association (RPRA), the chapter was founded on May 29, 1946, at a time when the role of public relations was still emerging as a profession.

Since its inception, the chapter has undergone several milestone transformations, including the chartering of the Old Dominion Chapter of PRSA (ODC) in 1961 before ultimately becoming PRSA Richmond. 

Throughout its 80-year history, the chapter has made significant contributions to the commonwealth and the profession, including:

• Establishing the region’s first public relations course at the University of Richmond in 1947

• Launching what is known today as the Virginia PR Awards in 1952

• Developing a public relations plan for the City of Richmond in 1955

• Sponsoring Public Relations Student Society of America (PRSSA) chapters at Virginia Commonwealth University, Norfolk State University, and Virginia Tech

• Establishing scholarships to support future generations of public relations practitioners

• Supporting three founding members of the Old Dominion Chapter who became the first professionals in Virginia to earn Accreditation in Public Relations (APR)

“PRSA Richmond has been a vital part of Central Virginia’s communications community since its inception,” said Past President Jeff Wilson, APR (2012). “From professional development and networking to the contributions of the Foundation and mentorship opportunities, Richmond proves time and time again why we have one of the best PRSA chapters in the country.”

Over the years, the chapter has grown from five founding members to nearly 300 members today. Guided by its mission to help members advocate for the profession, achieve ethical and professional excellence, and drive strategic outcomes, PRSA Richmond continues to provide programs, resources, and initiatives that support public relations professionals across the commonwealth while investing in the future of the industry.

“As we celebrate 80 years of service, leadership and impact, we also honor the generations of communications professionals who helped shape this chapter and strengthen the public relations profession across Virginia,” said Chapter President Kenita B. Matthews, APR. “It is truly an honor to serve as chapter president during this historic milestone year. Our legacy is rooted in connection, mentorship and professional excellence, and I am optimistic about the future as we continue to empower communications professionals and inspire the next generation of leaders.”

“Warmest congratulations to all on the 80th Birthday of PRSA Richmond,” said Past President Cheryl Gonzales Yancey, APR (1984). “ Thinking of all the extraordinary members - past and present - who have been leaders in our profession and community!”

For more information about the chapter’s history please visit prsarichmond.org 

President's Corner - May 2026

PRSA Richmond Announces 2026 Virginia PR Awards Winners

Judi Crenshaw, APR, Recognized for Excellence in Public Relations, Abby Kittrell Named Shining Star, and Sarah Prevost Receives Rising Star, Best-in-show Awarded to The Hodges Partnership and Virginia Commonwealth University 

RICHMOND, Va. - The Richmond Chapter of the Public Relations Society of America (PRSA Richmond) held the 79th Annual Virginia Public Relations Awards on Thursday, April 30, at the Dr. Claude G. Perkins Living & Learning Center at Virginia Union University. The event celebrates outstanding strategies and campaigns while honoring extraordinary professionals within the industry. 

This year, three exceptional individuals received recognition for their contributions. Judith Crenshaw, APR, Assistant Professor at the Richard T. Robertson School of Mass Communication at Virginia Commonwealth University, was honored with the Excellence in Public Relations Award. With a career spanning over 30 years, her leadership has expanded visibility, foster partnerships and advanced mission driven initiatives for nonprofit organizations and higher education. 

Abby Kittrell, Owner of AA Communications received the Shining Star Award, given to mid-career professionals who exemplifies leadership and service. For 13 years, Kittrell has supported various sectors through brand and social media marketing and is recognized for her service commitment to several community organizations throughout Richmond.  

Sarah Prevost, Account Executive at Commonwealth Public Relations, was named this year's Rising Star recipient. As an early-career professional, she has demonstrated incredible work supporting clients in the public relations field while mentoring emerging professionals. 

Each year, the Virginia PR Awards recognizes exceptional public relations work across the commonwealth. Entries are collected from different sectors that showcase strategic campaigns and tactics from a local, statewide, national and global level. This year, 24 individuals and organizations were presented awards including three student PR awards given to Bluestone Communications, James Madison University’s student-led PR firm for community impact and innovation and the Asian American Missions Advocacy Team (ASAM) at Virginia Commonwealth University for Diversity, Equity, and Inclusion. 

The Hodges Partnership was awarded Best in Show – Capital Awards category in national media relations for “ Rapid Response Media Strategy Elevated Virginia Nonprofit to National Spotlight.” This multi-layered strategy used creative tactics to reposition Mercy Chefs as a leading voice in disaster relief.  

Virginia Commonwealth University won Best in Show of the Commonwealth Award category for Reputation/Brand Management for its “ Honoring the Life and Legacy of Bruce O. Tucker” campaign. The campaign reflects VCU’s commitment and close partnership with the Tucker family to acknowledge historic wrongs and build a transparent path forward. 

 “On behalf of PRSA Richmond, I am proud to congratulate this year’s Virginia PR Awards winners on their outstanding achievements,” said Chapter President Kenita B. Matthews, APR. “Each year we have the wonderful opportunity to recognize the very best practitioners in our region, who go above and beyond to elevate our industry and strengthen the communities we serve through their incredible work.”

The event was presented by Padilla, with additional sponsorship from The Hodges Partnership, PRSA Richmond Independent Practitioners, and HWilson PR.

To view the list of this year’s winners click here. 

Awards Interactive Microsite

https://virginiaprawards.my.canva.site/

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About PRSA Richmond

PRSA Richmond is a professional association serving Central Virginia public relations practitioners. The chapter and the national organization share the vision of bringing professionals together to enhance the practice, exchange experiences and ideals, and to promote professional development. For more information, visit: www.prsarichmond.org. 

Richmond PR Foundation’s 2026 Scholarship Program is Open to Applicants

PRSA Richmond Announces 2026 Virginia PR Award Individual Winners

Judith Crenshaw, APR, Recognized for Excellence in Public Relations; Abigail Kittrell Named Shining Star; Sarah Prevost recognized as Rising Star 

The Richmond Chapter of the Public Relations Society of America (PRSA Richmond) will host the 79th Annual Virginia Public Relations Awards on Thursday, April 30, at the Dr. Claude G. Perkins Living & Learning Center at Virginia Union University. The annual event recognizes excellence in public relations and honors outstanding professionals across the commonwealth. This year, PRSA Richmond will recognize 24 individuals and organizations for exceptional strategies and tactics spanning national, regional and local campaigns.

The event will also feature special recognition, honoring three individual award recipients:

• Judith Crenshaw, APR, assistant professor at Virginia Commonwealth University’s Richard T. Robertson School of Mass Communication, will receive the Excellence in Public Relations Award.

• Abigail Kittrell, owner of AA Communications, will receive the Shining Star Award.

• Sarah Prevost, account executive at Commonwealth Public Relations and Marketing, Inc, will receive the Rising Star Award.

Crenshaw is recognized for more than three decades of leadership across nonprofit and higher education sectors as this year’s Excellence in Public Relations Award recipient. Her work has advanced mission-driven initiatives through strategic media relations, expanding visibility and building lasting partnerships across Virginia’s nonprofit and arts communities. She also serves as equity, inclusion and diversity coordinator at VCU and has held leadership roles with PRSA Richmond and the PRSA Mid-Atlantic District, including chapter president in 2019.

Kittrell, this year’s Shining Star Award recipient, is recognized for her leadership and service as a mid-career professional. For over 13 years, she has partnered with organizations across higher education, tourism and nonprofit sectors. Her professional contributions include service on the PRSA Richmond board, as well as volunteer leadership with several community organizations.

Prevost, the Rising Star Award recipient, is honored for her early-career impact and strong strategic execution. In her role, she supports clients across industries through social media strategy, media relations and visual storytelling. She is also recognized for mentoring emerging professionals and contributing to the growth of the field.

“On behalf of PRSA Richmond, I am proud to congratulate this year’s Virginia PR Awards winners on their outstanding achievements,” said Chapter President Kenita B. Matthews, APR. “These honorees represent the very best of our profession, demonstrating excellence through work that continues to elevate our industry and strengthen the communities we serve.”

All award recipients will be honored at the April 30 ceremony, presented by Padilla, with additional sponsorship from The Hodges Partnership, PRSA Richmond Independent Practitioners, and HWilson PR. Tickets are available through April 22 at prsarichmond.org.

Downloadable images of this year’s individual award winners are available here.  

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About PRSA Richmond

PRSA Richmond is a professional association serving Central Virginia public relations practitioners. The chapter and the national organization share the vision of bringing professionals together to enhance the practice, exchange experiences and ideals, and to promote professional development. For more information, visit: www.prsarichmond.org.  

April 2026 - President's Message

It’s April, which means it’s officially spring, and there are literally so many things in bloom all around us. Spring always brings an unmistakable energy of fresh starts, new ideas, and meaningful growth. It feels like a reset with a chance to refocus and approach our work with a renewed perspective.

Each month, our chapter continues to explore our A.I. framework through programming, activities, and events. The three pillars: Aligned Interactions, Authentic Inclusion, and Adaptive Innovation remind us to be more intentional in how we connect, more inclusive in how we engage, and more innovatively agile in how we lead. Whether it’s learning new tools or crafting new messaging, the work we do remains grounded in how we show up for one another and the communities we serve.

April is also APR Month, which holds special meaning for me. I earned my APR 10 years ago, and it remains one of the most impactful investments I’ve made in my career. It challenged me to think more strategically and reinforced the standards that elevate our profession. As the landscape around us continues to transform, growing the community of accredited practitioners is key to strengthening credibility in our profession. If you’ve been considering getting your APR, I hope this is your moment to begin! PRSA Richmond and our APR Chair, Olivia Trubman, APR, would love to support you in your journey.

And of course, one of my favorite moments of the year is right around the corner! The 79th Annual Virginia PR Awards is happening on April 30, so please make sure to get your tickets.  I look forward to celebrating the incredible talent, creativity, and impact of communicators across Greater Richmond.

Here’s to a new season of fresh ideas, continued growth, and recognizing our peers!

With blooming celebration,

Kenita B. Matthews, APR

PRSA Richmond Announces Board of Directors and Framework for the New Year

FOR IMMEDIATE RELEASE:                                                        
Contact:
Mia Stephens, Outreach Chair
[email protected]  

PRSA Richmond Announces Board of Directors and Framework for the New Year

Remaining human-centered, value-driven, and connected in an automated world

RICHMOND, Va. – The Public Relations Society of America (PRSA) Richmond chapter has officially installed its executive officers and board of directors for 2026. The executive officers include President Kenita B. Matthews, APR; President-Elect Amy Steinmann; First Vice President of Professional Development, Andrea Siebentritt; Second Vice President of Awards, Madilynne Tanner; Third Vice President of Membership, Hannah Robinson; Secretary, Michaela Mishoe Raoufi; and Treasurer, Stephanie Pryor. 

The board of directors also includes President-Emeritus Greg Surber, APR; Outreach Chair Mia Stephens; and Individual Award and Judging Chair Heidi Wilson, APR. A full list of the board of directors, including the committee chairs, is available online at: https://prsarichmond.org/board. 

“I am deeply honored and incredibly grateful for the opportunity to work alongside such a talented, thoughtful, and committed board of leaders,” said board president, Kenita B. Matthews, APR. “Together, we are energized by what lies ahead and inspired by the impact this chapter continues to have on our local communications community.”

As many communications professionals are navigating a rapidly evolving landscape with the rise of artificial intelligence, some tactics may change while the fundamentals of public relations remain constant. With this realization, the chapter’s theme for 2026 is framed around a simple but powerful idea: how PRSA Richmond can remain human-centered, values-driven, and connected in an increasingly automated world. The chapter’s work will center around three interconnected focus areas: aligned interactions, authentic inclusion, and adaptive innovation that not only represent how PRSA Richmond shows up for its members and serves the community, but also how the chapter defines its role in the future of the profession. 

Membership for the chapter continues to remain steady with 292 members, offering various ways for professionals to learn skills and trending topics through our monthly programming featuring professional development on numerous subjects (A.I., DEI, media relations, crisis communications, etc.), curated workshops, and networking opportunities to connect with  peers through the special interest sections.  

In April, the chapter will host the 79th Annual Virginia Public Relations Awards, a special event dedicated to recognizing the amazing work within the Richmond public relations community. The event will also honor three individuals with the Excellence in Public Relations, Rising Star, and Shining Star awards, who exemplify excellence and continue to move the needle by making an impact in the field. 

Tickets are now on sale through April 22. Early bird rates are available until April 3, starting at $125 for members and $160 for non-members. Regular pricing will start April 4 with rates starting at $140 for members and $180 for non-members. Also a limited quantity of tables that seat 8 people are also available for purchase. All purchases can be made through prsarichmond.org.  

For more details about attending one of the upcoming luncheons, visit the PRSA Richmond website here.

March 2026 President's Letter

As the saying goes, March comes in like a lion and goes out like a lamb. Now that we’re on the other side of winter with the snow and ice finally melted, that familiar phrase feels especially fitting this year. With the chill fading and longer days returning, March reminds us that transition is rarely tidy, but is often transformative. At PRSA Richmond, this season of change invites us to reflect not only on where we are and where we’re headed, but also on where we’ve been.

That reflection feels profoundly meaningful as we celebrate Women’s History Month by honoring the leadership, resilience, and contributions of women whose voices have shaped our institutions and communities, often without full recognition. For public relations and communications professionals, this observance underscores a call to intentional action. It also aligns seamlessly with our board’s A.I. framework. Aligned Interactions remind us to listen and elevate voices with purpose. Authentic Inclusion challenges us to embed equity and representation into every narrative we steward. And Adaptive Innovation encourages us to evolve our storytelling in ways that are ethical, strategic, and human-centered.

Women’s History Month also provides the perfect backdrop to celebrate a historic moment in the Commonwealth with the election of our first woman Governor, marking a meaningful evolution in leadership and representation at the highest levels of state government. This month’s luncheon speaker, Traci DeShazor, Secretary of Administration, will reflect on her experience serving in Governor Spanberger’s cabinet, helping shape the systems, structures, and strategies that guide our future. I hope you will join us and be part of the conversation around the interconnectedness of state governance and the essential role communicators play in shaping the evolving narrative that strengthens public trust and informs dialogue during times of pivotal change.

I look forward to learning and reflecting with you this month!

With curious optimism, 

Kenita B. Matthews, APR

President's Letter - February 2026

It's hard to believe the month of January has already come to an end, but I'm so proud of how we kicked off the new year as a chapter! January was a great start to the year with lots of new changes. It was so great to see everyone at our first luncheon of the year, in our new home at Virginia Union University's Living & Learning Center. Our panel discussion with Chelsea, Elizabeth, and Robin on the PIO's role in the intersection of trust and transparency was very insightful and timely.

As we move into February, my hope is that we can continue to reflect on what truly matters in our profession and the values that sit at the very heart of what we do. At its core, public relations is about people: how we listen to them, how we respond to them, and how we build trust with them through meaningful relationships. Aligned Interactions remind us of the importance of showing up for one another. Whether through professional development, mentorship, or simple moments of connection, we are committed to being responsive to our members’ needs and consistently demonstrating the value of PRSA Richmond through thoughtful, engaging experiences. With Valentine’s Day just around the corner and all that's happening around the country, this month offers a simple but powerful reminder: lead with love. Love for our craft. Love for our community. Love for the impact we can make when we communicate with care, courage, and authenticity. 

In February, we also observe Black History Month, which resonates deeply with our theme for the year. Our profession has a responsibility to honor the voices, contributions, adaptive innovators, and lived experiences that have shaped our communities and our industry. And not just in February, but all year long. Authentic inclusion means embedding equity, representation, and belonging into every aspect of our work, not as an initiative, but as a shared value that guides our leadership, programming, and communications. With that said, I am excited about this month's luncheon program, The Communications & Marketing behind “Giants: Art from the Dean Collection of Swizz Beatz and Alicia Keys”. I hope you'll join us on February 18, 2026, as we hear from the VMFA comms and marketing team about their multifaceted communications campaign for this popular exhibit.

Finally, it's officially awards season again! Now is the time to pull out your best projects from 2025 to be recognized for the amazing work you and your teams have accomplished over the last year. The deadline is February 10, 2026, so submit your entries now! Visit the awards section of the PRSA Richmond website and stay tuned for more details on the date for our big celebration!

Thank you for being part of PRSA Richmond and for the passion, creativity, and heart you bring to our chapter. I look forward to all that we will continue to accomplish and build together.

With lots of love,

Kenita B. Matthews, APR 

Save the Date for the 79th Virginia Public Relations Awards and Enter Today!

Each year, PRSA Richmond recognizes outstanding public relations professionals and their work at the Virginia Public Relations Awards. The event recognizes the most creative and effective communications strategies and tactics happening across Virginia. This year’s awards will be held on Thursday, April 30, 2026, at the Virginia Union University Living & Learning Center.

Submit now to save on your entry fee! 

Early bird entry fees are:

*Be sure to check the Independent Practitioner box on your entry submission form.

Early bird pricing is valid through January 23 at 11:59 p.m. 

Individual Awards:

If you have any questions about your award submission, please email: Heidi Wilson, APR, Judging Chair.

Submit your entries here.

President's Letter - January 2026

Happy New Year, PRSA Richmond!

As we kick off 2026, I want to begin by saying how excited and deeply honored I am to serve as chapter president. Stepping into this role is truly humbling, and I am incredibly grateful for the opportunity to work alongside such a talented, thoughtful, and committed board of leaders. Together, we are energized by what lies ahead and inspired by the impact this chapter continues to have on our local public relations community. When I joined this chapter in 2015 after relocating to Richmond for work, it was a bittersweet moment as I had just joined the PRSA Hampton Roads board and did not anticipate leaving so soon. PRSA Richmond welcomed me with open arms and I soon felt the same sense of belonging amongst an amazing group of PR professionals. 

Last month, the board gathered for our annual retreat. It was a time to reflect, to listen, and to set a shared vision for the year ahead. As communicators, we spend our careers helping clients and organizations tell their stories to build trust, shape perception, and drive connection. During our retreat, we discussed whether we are also being just as intentional about telling our own story as a chapter.

We are all navigating a very nuanced landscape during a time when the communications profession is evolving rapidly, particularly with the rise of artificial intelligence. While some tactics are changing, the fundamentals remain constant. Communicators are often asked to adapt to new tools, new audiences, and new expectations. In the age of AI, it’s easy to focus on what technology can do faster or better than humans. I want to challenge us to remain grounded in what makes us uniquely us as communicators and as a chapter while we embrace this new era.

With that in mind, the theme for 2026 is framed around a simple but powerful idea: how PRSA Richmond can remain human-centered, values-driven, and connected in an increasingly automated world. This vision will guide our work throughout the year and is centered around three interconnected focus areas through the lens of "A.I.":

• Aligned Interactions – ensuring we are responsive to member needs and consistently demonstrating the value of chapter membership through meaningful engagement

• Authentic Inclusion – continuing to weave diversity, equity, and inclusion into every aspect of our programming, leadership, and communications

• Adaptive Innovation – thoughtfully embracing change, including emerging practices, in ways that support ethical, strategic, and human-centered communications

These focus areas are more than goals as they represent how we show up for our members, how we serve our community, and how we define PRSA Richmond’s role in the future of our profession.

As we move into the year ahead, I am excited about the story we will continue to shape together, with the goal that it is rooted in connection, inclusion, and progress. Thank you for being part of this chapter and for the important work you do every day as communicators. I look forward to building, learning, and celebrating alongside you in 2026!

With gratitude,
Kenita B. Matthews, APR

NEW! PRSA Richmond Luncheon Location

President's Letter - November 2025

It’s hard to believe we’re heading into the final stretch of the year! Last week, our chapter delegates and I had the chance to attend PRSA ICON in Washington, D.C., and Richmond was well represented. It was a fantastic three days of learning, connecting, and recharging with communications professionals from across the country.

No surprise here: AI was the dominant theme, with conversations and sessions focused on both the opportunities and challenges it presents for our profession. It’s something we fully expect to hear a lot more about in the year ahead – and we’re already thinking about ways to bring that conversation to our chapter in 2026.

Also, a big thank you to everyone who completed our biannual membership survey. Your insights help guide everything from our programming to our strategic priorities. We’re currently reviewing the results and will be sharing a summary report later this month on our website and social media, so keep an eye out.

We’ve got a full November calendar, with several opportunities to connect before we wrap up the year:

Upcoming Events

Government Section: Brown Bag Lunch
November 13, 12:00–1:00 p.m.
Libbie Mill Library, 2100 Libbie Lake E St.

Join colleagues who work in government relations to share challenges, exchange ideas and build stronger connections. Bring your lunch and PRSA Richmond will provide the drinks and dessert.

Speed Networking for Young & Senior PR Pros
November 13, 5:00–7:00 p.m.
Rhudy & Co., 3228 W Cary St., Suite D

This evening event brings together PRSA Richmond’s Young Professionals and Senior Practitioners for fast-paced networking and meaningful conversations. It’s a great opportunity to build new relationships, swap insights, and foster cross-generational connections in the field.

Final Luncheon of the Year: Thursday, November 20

We’ll be back at Lakeside Park Club for our final luncheon of 2025, featuring a timely presentation:

“The Six Factors Shaping Reputation Management in the Attention-Deficit Age”

Our speaker, Chris Lukach, APR, CEO of AKCG – Public Relations Counselors, will explore how changing trends in news consumption and audience behavior – from shrinking attention spans, to validation-seeking social-media behavior, to uncharted levels of compassion fatigue – are challenging traditional reputational management principles, offering practical techniques for overcoming the communication barriers of the “attention-deficit age.”

In addition to the program, this luncheon will serve as our annual Past Presidents' Luncheon and the announcement of this year’s PRSA Richmond Foundation scholarship winners. Please make plans to join us. If you haven’t already, you can register now at prsarichmond.org.

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As the year winds down, I want to say how much of a privilege it has been to serve as your chapter president this year. More than any other year, I’ve had the opportunity to meet, collaborate with, and learn from professionals across our region – and for that, I’m truly grateful.

I’m thrilled to support next year’s board and continue to be an active part of this incredible chapter. One quote that stuck with me from ICON last week was: “Sunlight is the best disinfectant.” It’s a simple reminder of the power of openness – and in that spirit, I plan to keep finding ways to foster conversations around mental health and neurodivergence as they relate to our profession.

Thank you all again for making this such a rewarding year. I hope to see you at one of our November events as we close out 2025 together.

See you soon,
Greg Surber, APR
President, PRSA Richmond

President’s Letter: October 2025

After a great September luncheon at The Diamond, we’re heading into fall with momentum, new programming, and a lot of gratitude. Thanks again to all who joined us for our first off-site luncheon during Westwood’s renovations. It was a memorable way to kick off our “on-the-road” chapter season.

October & November Luncheons at Lakeside

We’re excited to return to a familiar and welcoming home base: Lakeside Park Club, which will serve as our temporary home for the rest of the year. Thank you in advance for your flexibility as we continue to adapt and deliver strong programming in a new space.

Please note our updated luncheon schedule:

• 11:15–11:45 a.m.: Buffet is open
• 11:30 a.m.: Welcome
• 11:40 a.m.: Speaker/program begins
• 1:00 p.m.: Closing

We hope the earlier start gives everyone a bit more time to settle in, grab lunch, and connect before diving into the program.

Upcoming National Conference: PRSA ICON 2025

If you’re planning to attend PRSA ICON, it’s right around the corner—October 28–30 in Washington, D.C. I’ll be there, along with several of our PRSA Richmond board members. If you’re attending, we’d love to connect. Whether it’s over a cup of coffee or between sessions, it’s a great opportunity to strengthen our Richmond ties while engaging with the national PRSA community.

Don’t Forget the Membership Survey

As a reminder, our biannual membership survey is open through October 17. Your feedback helps guide the board’s decisions around programming, engagement, and member benefits. If you haven’t filled it out yet, please take a few minutes—it makes a big difference.

Specialty Networking Opportunities

And don’t forget, we’ve got two great networking events this month:

Independent Practitioners Coffee & Connections
October 7 | 10:00–11:30 a.m. | Location TBD

Government, Nonprofit & Association PR Pros Happy Hour
October 9 | 6:00–7:30 p.m. | The Nest @ Twin Hickory Tavern (1420 N. Parham Road)

You can find full details and registration links on our website.

As always, thank you for your engagement and support. Hope to see you soon!

Greg Surber, APR
President, PRSA Richmond

President's Letter: September 2025

I’m excited to be getting back into gear—not that PR ever really takes a break—and to dig into the great things we have planned this fall. In August, the PRSA Richmond board came together for our annual mid-year retreat, where we reconnected, recharged, and built out plans to carry us through a strong finish to the year.

One important update: we will not be meeting at the Westwood Club for the remainder of the year. Instead, we have some exciting venues and programs lined up:

·      September Luncheon – Join us at The Diamond on Wednesday, September 24 , to hear from Todd “Parney” Parnell and longtime CBS 6 Sports Director Lane Casadonte. Together, they’ll share insights on baseball in Richmond and the 15-year journey of bringing a new stadium to the River City. Register here!

·      October & November Luncheons – We’ll be returning to a familiar home at Lakeside Park Club. Details on those programs will be coming soon, so stay tuned!

·      Membership Survey – Finally, I’d like to ask each of you to take a few minutes to complete our biannual membership survey. Your feedback is essential in helping the board ensure that our goals, programming, and member benefits align with your needs and interests. You can take the survey here until October 17.

I look forward to catching up with you all soon—whether at The Diamond, Lakeside, or in between. Thank you for being such an engaged and inspiring part of our PRSA Richmond community.

See you this month!

Greg Surber, APR
President, PRSA Richmond

PRSA International Conference 2025 Scholarship Application

PRSA International Conference

2025 Scholarship Application

Deadline: Aug. 22, 2025

PRSA Mid-Atlantic District is offering one scholarship​ to a Mid-Atlantic District member to attend the 2025 PRSA International Conference. This year’s conference will be held October 28-30 in Washington, D.C.

The scholarship will cover ONE conference registration ($1,695 value). ​Transportation and hotel costs will be the responsibility of the recipient.

To be considered, please submit a completed application by Friday, Aug. 22. A selection committee will choose the scholarship recipient by Friday, Aug. 29. If you become the recipient of a chapter-level scholarship after you’ve been awarded the district-level international conference scholarship, you must forego the district scholarship and the second runner-up will receive notification of award. In short, you cannot receive a scholarship from a chapter and the district to attend the international conference.

If you are interested in applying, please complete the following and send to the e-mail address below! Thank you.

Name:

Mailing Address:

E-mail address:

Phone number:

1.    How long have you been a PRSA Member? 

2. To which PRSA Mid-Atlantic District chapter do you belong?

3. In 500 words or less, describe why you would benefit from a scholarship to ICON and how it will benefit your career. Also, please describe any financial hardship you are experiencing.

4. Which one of the following roles would you prefer to fulfill in return for receiving this substantial scholarship from the district (select at least one)?

___ Assist with the 2026 QuickStart leadership conference

___ Assist with the 2026 Joint Mid-Atlantic/Southeast District conference

___ Serve in a district leadership position (Treasurer, Secretary, Chair-Elect, Chair)

___ Other (if you have other suggestions, please explain):  

5. ICON scholarship recipients are required to be profiled by the Mid-Atlantic District as a scholarship recipient, including your image and story. Please confirm whether you are willing to do this. (Yes/No)

6.  ICON scholarship recipients are required to draft a summary in the format of your preference (brief one-pager, PowerPoint, slideshow, short video, etc.) of the conference for those who are unable to attend. Please confirm whether you are willing to do this. (Yes/No)

7. ICON scholarship recipients are required to promote their participation in the conference on popular social media channels, such as X, Facebook, Instagram, and LinkedIn. There should be a minimum of three posts (leading up to, in real-time during, and post-conference) and can be done in combination with your PRSA chapter’s social media channels as well to assist with amplifying your attendance at the conference. Please confirm whether you are willing to do this. (Yes/No)

8. Please provide the social media handles for you as well as your chapter that will be used to promote your attendance at ICON.

Submissions are due no later than 5 p.m. on Friday, Aug. 22,​ to:

Thomas P. Boyle, Ph.D., APR

2025 Chair, PRSA Mid-Atlantic District

[email protected]

PRSA Richmond Announces 2025 Virginia PR Awards Honorees

Jennifer Wakefield, APR, Receives Excellence in Public Relations Award; Lindsay O’Bar, APR, Named Shining Star; Rachel Abraham Recognized as Rising Star

RICHMOND, Va. – May 28, 2025 – The Richmond chapter of the Public Relations Society of America (PRSA Richmond) hosted the 78th Virginia Public Relations Awards on Wednesday, May 28, at the Virginia Museum of History and Culture. The annual event honors excellence in public relations across the commonwealth, celebrating the strategic impact, creativity and results achieved by communications professionals.

This year’s celebration included special recognition for three standout professionals:

Wakefield was recognized for her extensive leadership and impact in economic development and public relations. As CEO of the Greater Richmond Partnership, she has led regional marketing initiatives that attract national and international business to the region. Her strategic approach and commitment to excellence have made her a respected leader and mentor in the field.

O’Bar received the chapter’s second-ever Shining Star Award, which honors a mid-career professional demonstrating leadership, achievement and service. With over 15 years in agency leadership, O’Bar has helped shape PR strategies for clients across sectors, while also giving back through mentoring, volunteer leadership and community engagement.

Abraham, awarded the Rising Star Award, was recognized for her outstanding early-career contributions to digital marketing and public relations. In her role at Bon Secours, she has elevated the profile of Southside College of Nursing through innovative digital campaigns and strategic content that engages both internal and external audiences.

Both Best in Show honors were awarded to Padilla for its outstanding work on “Trash or Cash: Hennepin County Weighs the Cost of Wasted Food.” The campaign earned Best in Show – Capital Awards for a website category submission and Best in Show – Commonwealth Awards for public service. The work stood out for its creativity, execution and measurable impact in changing public behavior around food waste.

“We are proud to celebrate the individuals and campaigns that reflect the highest standards of our profession,” said Greg Surber, APR, PRSA Richmond Chapter President. “These professionals exemplify the talent and integrity that define public relations in Virginia, and Padilla’s campaign showcases the kind of work that makes a real difference in our communities.”

Each year, the Virginia PR Awards honors the best public relations work across a wide range of industries and sectors. Nearly 40 awards were presented for work in categories ranging from media relations and social media to research, video and integrated campaigns. Two student PR awards were granted to James Madison University’s student-run PR firm Bluestone Communications for community impact and innovation. 

The event was presented by The Hodges Partnership and Padilla, with CarMax and the chapter’s Independent Practitioners section also sponsoring the evening.

Click here to view a lists of all finalists and winners.

Jennifer Wakefield, APR, Named 2025 Excellence in PR Winner!

We are thrilled to announce that Jennifer Wakefield, APR, president and CEO of the Greater Richmond Partnership, has been named PRSA Richmond’s 2025 Excellence in Public Relations Award winner! This award is our chapter’s highest honor, and we couldn’t be prouder to celebrate such an accomplished and inspiring professional.

Jennifer’s contributions to both economic development and strategic communications have had a profound impact on the Richmond region. Under her leadership at GRP since 2021, she has helped attract globally renowned projects, including The LEGO Group’s $1 billion manufacturing facility and CoStar Group’s $460 million expansion. Her work has created jobs, driven innovation, and showcased Richmond as a thriving, competitive business destination.

Beyond her role at GRP, Jennifer remains deeply committed to the communications community and economic development, serving communities through roles with the International Economic Development Council, the Richmond Federal Reserve Industry Roundtable, and the University of Richmond Robins School Executive Advisory Council.

We are delighted to honor her achievements at the Virginia Public Relations Awards on May 28 and celebrate her dedication to advancing the PR profession. Please join us in congratulating Jennifer Wakefield on this well-deserved recognition!

President's Letter: May 2025

How is everyone doing after our April luncheon AI? Inspired, terrified, ready to ditch PR for an AI-proof career like blacksmithing?

Well, put your existential dread aside because May is shaping up to be an exciting month for PRSA Richmond.

We’re just weeks away from our biggest event of the year: the Virginia Public Relations Awards, happening Wednesday, May 28 at the Virginia Museum of History & Culture. This annual tradition honors outstanding communications work from across the Commonwealth and celebrates the best of the best in our field. Join us as we recognize this year’s finalists, category winners and individual award winners—it’s a night of well-deserved celebration and community connection you won’t want to miss!

Before we roll out the red carpet (the museum actually has red carpet!), we have another important event on the calendar: our May luncheon on Thursday, May 22, featuring Jeff Wilson of Padilla, who will lead a timely and thoughtful conversation on the current state of DEI in our industry. As we continue to navigate evolving expectations around inclusion and representation, this is a conversation every communicator should be part of.

Looking back, April gave us a glimpse into the future of our profession, thanks to a fantastic luncheon and workshop on AI in public relations with Jeff MacDonald. From practical tools to future possibilities, Jeff helped us better understand how AI is reshaping the communications landscape and how we can adapt thoughtfully and strategically.

As always, we want to see you at these events and hope you’ll encourage colleagues and peers to attend as well. RSVP now for both the May luncheon and the Virginia PR Awards gala at prsarichmond.org.

Thank you for being part of this incredible community. I can’t wait to celebrate with you all soon.

Greg Surber, APR

President, PRSA Richmond

Richmond PR Foundation’s 2025 Scholarship Program is Open to Applicants

The deadline to apply has been extended to June 27.

It’s that time of year again – the Richmond PR Foundation’s 2025 scholarship program officially launches this week. Four $1,500 scholarships are available to juniors and seniors at any Virginia college or university.

The application includes four questions, each with a 250-word limit that the Foundation will use to judge applicants. The questions focus on students’ interest in PR, values and experience. A resume and transcript are also required.

If you are an eligible student, apply today. If you are not eligible but have students in your network that might be interested in applying, we’d be so grateful if you would share this opportunity with them.

If you have any questions about the 2025 scholarship program, please contact Richmond PR Foundation president Meg Irvin, APR at [email protected].

For members and communicators who are interested in supporting the scholarship program, donate here.

President's Letter: April 2025

Dear PRSA Richmond Members,

Spring is officially here, and with it comes one of the most exciting times of the year for our chapter! Our programs are in full swing with a slew of opportunities to learn, connect and celebrate!

First, I encourage you to join us on Wednesday, April 9, at VPM from 8:30 to 10:30 a.m. for our professional development workshop, Speed Dating with a Journalist. This fast-paced and interactive session will give attendees the opportunity to sit down with members of the local media and pitch their stories in short, timed intervals. It’s a unique opportunity to practice your pitching skills, gain insight into what journalists are looking for, and build valuable media relationships. Our impressive lineup of media participants includes:

·       Greg McQuade, CBS 6 Richmond

·       Christine Winder, Managing Editor, Richmond Family Magazine

·       Samantha Willis, Virginia Mercury

·       Elizabeth Beyer, Cardinal News

·       Dawnthea Price Lisco, VPM News

Spots are limited, and we expect this event to sell out quickly—so be sure to register at prsarichmond.org today!

And, of course, mark your calendars for the 2025 Virginia PR Awards Gala on Wednesday, May 28, at the Virginia Museum of History and Culture. This evening is always a highlight of the year as we come together to celebrate the outstanding work of our peers, recognize the finalists, and announce the winners of this year’s awards. It’s a wonderful opportunity to honor the best in our profession, network with fellow PR professionals, and reflect on the impact of our industry. I hope to see you all there!

And if that’s not enough, there also is our April program featuring Jeff MacDonald, director of AI for Mekanism, who’ll showcase how AI enables us all to be more human and strategic in our work. Stay tuned as well, as we’ll be announcing a workshop following the monthly luncheon this week!

As we move into April, I look forward to seeing many of you at our upcoming events and celebrating the incredible work of our PRSA Richmond community. Thank you for all you do to make this chapter such a vibrant and supportive group of professionals.

Best,
Greg Surber, APR
President, PRSA Richmond

Public Relations Society of America Richmond Chapter Announces 2025 Board of Directors

New Board Sets Sights on Multi-Year Strategic Plan and Normalizing Mental Health

 RICHMOND, Va. – The Public Relations Society of America (PRSA) Richmond chapter installed its 2025 officers and board of directors. Consolidating from a thirteen to an eleven-person body – while adding a student relations chair and streamlining other positions – will foster strong leadership and maximize efficiency for the chapter.

The executive officers include:

“PRSA Richmond is charged with building an organization that is well-equipped to meeting the needs of current, future and prospective members,” said President Greg Surber, APR. “The board is approaching this year more strategically than ever— carefully assessing where we need to grow to best align with our members’ needs and interests, elevating our members and their expertise and bolstering our chapter programming to offer more opportunities to connect.”

One additional initiative Surber plans to tackle: normalizing and opening the conversation around public relations and mental health. During January’s luncheon, and in his first letter to the chapter as president, Surber leaned into his personal experience with mental health struggles in a profession that is routinely named as one of the most stressful and reflected on his journey with PRSA Richmond— from his anxious start as a member 16 years ago to today. 

Other board of directors’ members include President Emeritus David Bass; Diversity, Equity & Inclusion Chair Jason Lee; Outreach Chair Amanda Christian; Student Relations Chair Michaela Mishoe.

The full list of the board of directors is available online: https://prsarichmond.org/board.

President’s Report: March 2025

Fun fact: the proverb, “In like a lion, out like a lamb,” was written about the start of 2025 as we enter March. 

Don’t fact-check that. 

While the past two months have been filled with a host of disruptions and distractions, the PRSA Richmond community has continued to be a bright, encouraging entity. 

Across different industries and backgrounds, we all share the same values that anchor the PR profession, notably understanding, empathy and collaboration. Limiting perspectives or marginalizing groups counters the very nature of our work.

I encourage everyone to read PRSA National’s recently released position on DEI, which speaks to this very idea. On behalf of our board, I enthusiastically endorse their statement amid so much institutional doubt surrounding DEI. 

Which brings me to the 2025 Virginia PR Awards!

The call for entries is open, and for 2025, we’ve added DEI campaigns and environmental sustainability communications under the Commonwealth Awards. 

We also are changing up the format a bit this year. To better align our program with National’s Anvil Awards, we’ll be announcing three finalists for each category at our April luncheon.

The gala in late May will celebrate those finalists and announce the winner for each category, along with the individual awards, Rising Star, Shining Star and the Excellence in PR Awards. 

Contrary to our profession’s nature, I’ve found PR people to be rather humble when it comes to their own work, but please, I encourage you to put forward your highlights from the past year and to nominate any outstanding PR professionals from our area you may know.

Thank you all for a great start to the year, and I’m thrilled to see what the months ahead have in store.

 
Greg Surber, APR

President, PRSA Richmond 

PRSA Richmond’s Statement in Support of PRSA National’s DEI Commitment

PRSA Richmond’s board of directors applauds PRSA National for affirming its unwavering commitment to diversity, equity and inclusion (DEI) as many organizations roll back their stance amid growing political pressures, which you can view here.

The challenges facing DEI efforts today—whether through misinformation, political and societal pressures or organizational retreat—only reinforce the importance of our work. 

We are a profession rooted in understanding, empathy and collaboration. Limiting perspectives or marginalizing groups counters the very nature of our work.

Our chapter comprises individuals of different races, ethnicities, religions, sexual orientations, gender identities, abilities and lived experiences—and we are better for it. 

PRSA Richmond remains steadfast in championing the principles of fairness, access and opportunity within the public relations profession.

If you would like to learn more about PRSA Richmond’s DEI values or have ideas on how the chapter can enhance its efforts in this space, please visit our website or email our DEI Chair, Jason Lee ([email protected]).

Announcing the 2025 Virginia Public Relations Awards

Two new categories and a new format for announcing finalists and winners!

 PRSA Richmond is thrilled to announce that the call for entries is officially open! This year’s awards promise to highlight the finest campaigns, innovative strategies, and most impactful communications efforts from across the state. 

Whether you’re part of an agency team, an in-house PR professional, or an independent practitioner with a passion for storytelling, this is your moment to shine. 

We’re also excited to announce two new categories and a new format for announcing finalists and winners!

Key Dates to Remember & Entry Fees*

Mark your calendars to ensure you don’t miss these critical deadlines! 

Early Bird Deadline: February 28

o   Fees – Members: $95, Non-Members: $115**

Regular Deadline: March 16

o   Fees – Members: $155, Non-Members: $175

Extended Deadline: March 28, 2025

o   Fees – Members: $195, Non-Members: $215

 Submitting your entry early not only ensures peace of mind but also comes with reduced entry fees—so make sure to plan ahead! 

*Independent practitioners receive a $25 discount toward their entry fee.

**The previous email first announcing call for entries incorrectly listed the early non-member fee as $90. We apologize for the confusion.

Two Exciting New Commonwealth Categories

To reflect the evolving PR landscape and to better entry categories with PRSA Richmond’s values, the 2025 Virginia Public Relations Awards will feature two new Commonwealth Award categories for 2025:

Environmental Sustainability Communications:

This honors excellence in energy efficiency, natural resources, programs and campaigns that limit greenhouse gas emissions, minimize waste and contamination, protect and restore ecosystems, and contribute to the adaptation to climate change.

DEI (Diversity, Equity, and Inclusion) Campaigns:

A category dedicated to recognizing exemplary efforts in advancing diversity, equity, and inclusion through communications. Share your success in fostering meaningful change and inspiring inclusivity within organizations and communities.

 Based on past submission data and to keep our categories to a manageable number, the following categories have been removed from this year’s awards program: direct mail/direct response, mobile apps, and COVID-related crisis communications.

Finalist Announcements and Awards Gala

Similar to PRSA National’s Anvil Awards, up to three finalists will be selected for each awards category. All finalists will be revealed at PRSA Richmond’s April luncheon on Thursday, April 24, ahead of the gala later in spring***.

At the gala, we’ll announce category winners, honor individual award recipients, and unveil the Best in Show awards. Finalists are encouraged to attend and join the celebration with their peers. 

***The exact date and location for the awards gala will be shared in the coming weeks.

How to Enter

Submitting your entry is simple. Follow these steps to showcase your outstanding work: 

·      Choose Your Category: Review the full list of categories here and determine where your campaign fits best.

·      Prepare Your Submission: Gather all materials, including campaign details, supporting documents, and any multimedia assets that can help judges understand your work.

·      Submit Your Entry Online: Complete your submission through our awards portal here before the relevant deadline. 

For detailed submission guidelines, please visit the Virginia Public Relations Awards page.

President's Report: February 2025

I'm thrilled about the momentum we've built as we kick off 2025! January was a fantastic start to the year, and I want to extend my gratitude to everyone who joined us for our first luncheon. Caroline Logan delivered an insightful and engaging presentation on brand storytelling from her work at Hilton, setting the bar high for the months ahead.

Looking ahead, I'm excited to announce that the call for entries for the 2025 Virginia Public Relations Awards is now open! This is your opportunity to showcase the incredible work you and your teams have accomplished over the past year. Stay tuned for more details on the event's date

We also have an exciting February luncheon program on the inter-generational workforce (Feb. 27). As communication professionals, we know that navigating a workplace with multiple generations brings both challenges and opportunities. This panel discussion featuring PRSA Richmond members will offer valuable insights into fostering collaboration and leveraging diverse perspectives in the workplace. I encourage you to join us for what promises to be a timely and engaging conversation. 

Thank you for your continued support of PRSA Richmond. I look forward to seeing you at our upcoming events and celebrating the outstanding work of our industry through the Virginia PR Awards later this spring!

Greg Surber, APR

President, PRSA Richmond

President’s Report: January 2025

Roughly 16 years ago, I attended my first PRSA luncheon, and let me tell you…

I. Was. Petrified.

I huddled in the corner, clutching my Blackberry to appear busy. Of all the possibilities before me, eventually assuming the role of chapter president was not on my radar.

Since that day, PRSA Richmond has had such a transformative impact on my personal and professional life. I cannot properly articulate just how indebted I am to our chapter for the friends I’ve made, the job opportunities I’ve found, and all the ways I’ve grown as a practitioner.

Prior to the new year, this year’s board met for its annual planning retreat to outline the different goals and initiatives we hope to achieve in 2025. The collaboration and idea-sharing during these retreats are always invigorating, and this one was no exception.

In addition to these efforts, I hope to start a conversation around public relations and mental health. Public relations is routinely named among the most stressful careers. The nature of our work can be incredibly taxing, leaving us feeling overwhelmed and isolated.

I’m all too well familiar with these experiences on both a professional and personal level. Part of what made being chapter president so daunting is my extremely introverted nature. In recent years, I’ve come to realize that it isn’t just that I’m introverted, but I’m also someone who now identifies as neurodivergent, following diagnoses of ADHD, depression and anxiety.

While it can feel like I’m the only person facing these struggles, I know I’m not. Unfortunately, statistics suggest that many others throughout our chapter are too. I hope that over the course of this year – and beyond – we can have discussions and find resources around the intersection of PR and mental health. 

It's an honor to be your chapter president this year, and I’m humbled to carry on the legacy of all the amazing presidents who’ve preceded me. Thank you for this opportunity, and please, if there’s anything the board or I can do to serve you better, don’t hesitate to let us know.

Best Regards,

Greg Surber, APR
PRSA Richmond Chapter President

Congratulations to our 2024 Scholarship Recipients

Save the date for our 2025 Monthly Luncheon dates!

November 2024: President's Report

Each year the outgoing president tells the incoming president that the year as president will fly by. Indeed, it has. It is hard to believe that we have entered the month of November and our final month of programming for PRSA Richmond in 2024.

Looking back on 2024, this was a year of organizational and leadership transition. My focus has been on creating a future ready PRSA Richmond. We reimagined our leadership structure with a smaller more efficient board of directors. We recreated the chapter administrator role with newly defined job responsibilities. We revised our Chapter by-laws to accurately reflect how our chapter currently functions. We created a new budget planning process and adjusted to a new dues collection process implemented by PRSA National. We focused on new ways for members to get involved through volunteering through our committees and participating in our growing special sections.

We tried to innovate and experiment this year. We experimented with a new format for the Virginia Public Relations Awards and put focus on the mid-career professional with the first ever Shining Star Award in addition to our long-standing Rising Star and Excellence in Public Relations Award winners.

We increased activity on the chapter’s social media. We doubled our LinkedIn followers, had a Facebook takeover with the VCU Robertson School and highlighted a diverse set of members through nine summer spotlights.

We hosted eight monthly luncheon programs and two workshops with topics that included artificial intelligence; best practices for name, image, and likeness in collegiate sports; case studies in crisis communications; integrated cultural strategy and communications; and communications strategies for authentically engaging Spanish-speaking audiences. We continued our recent trend of inviting PRSA National leadership to Richmond when the chief executive officer joined us last spring. I am also excited for our final program this month focused on local journalism at a crossroads and how nonprofit journalism is having an impact in today’s local media landscape.

Looking forward to seeing many of you at our past presidents’ luncheon next month and proudly joining their ranks. Our chapter is strong and ready for its future.

Regards,

David Bass

President
PRSA Richmond

[email protected]

October 2024: President's Report

September 2024: President's Report

We are making our way through the third quarter of the year and the beginning of fall. I hope everyone had a great and relaxing summer and is excited to reengage with PRSA Richmond.

The board held its summer retreat in August where we had exciting discussions about how to expand our student outreach, strengthen and expand our special sections and volunteer opportunities, enhance our communications, and enhancing our Awards for the future. There are exciting things ahead for the Chapter as we move into 2025.

As a reminder, the fall is a wonderful time to consider APR. PRSA Richmond’s APR Committee is ready to help prepare members to sit for the APR exam. PRSA National has many resources to help members with study guides, sample tests, online study courses, and other readings to prepare. October 11^th is the deadline for the APR application to PRSA National. October 28^th is the deadline for the panel presentation questionnaire to be submitted, and the fall panel presentations will take place on November 12^th, 13^th, and 14^th from 11-2 p.m.

Please reach out to PRSA Richmond’s APR Chair Suzanne Silitch, APR for more information at [email protected].

We are excited to welcome internationally recognized PR thought leader Melissa Vela-Williamson, APR, Fellow PRSA to our September 26^th luncheon where she will share ways to be more culturally competent with your public relations plans and actions. Registration is now open at www.prsarichmond.org.

Looking forward to seeing many members this month as we return to the final months of 2024 at PRSA Richmond.

June 2024: President's Column

Members,

It is hard to believe it is already June and the beginning of the exciting summer season. I hope you all get to enjoy the season and find time to relax! Just a few days ago, we celebrated the 77^th Annual Virginia Public Relations Awards. Congratulations again to all the winning submissions in the Capital and Commonwealth Award categories. Also, congratulations again to Jason Lee, the 2024 Rising Star Award recipient, Taya Jarman, APR, the inaugural Shining Star Award recipient, and the 2024 Excellence in PR Award recipient Jill Vaughan, APR. I want to thank the awards committee and the entire PRSA Richmond board of directors for their support and hard work planning and executing our luncheon awards program at the Westwood Club and evening celebration at the VCU Institute for Contemporary Art. This was a new format for the Awards this year. The Board welcomes all feedback as planning begins for next year!

Voting on officers for the PRSA Richmond Board of Directors will take place three months earlier this year. The slate will be voted on in person at our June 27^th meeting. The earlier vote will allow the incoming executive committee ample time to develop next year’s strategic plan and begin the related 2025 budgeting process. Next year’s proposed officers include Greg Surber, APR as president; Kenita Matthews, APR as president-elect; Madilynne Tanner as first vice president of professional development; Connie Kottmann, APR as second vice president of awards; Amy Steinmann as third vice president of membership; Amy Lacey as secretary; Sarah Murphy as treasurer; and David Bass as president-emeritus.

Do not forget two upcoming programs in June. As a follow-up to our luncheon program last winter on communications and artificial intelligence, Dr. Cayce Myers from the Virginia Tech School of Communication will return to lead a professional development workshop on artificial intelligence on June 4^th.  Our final luncheon before the summer break will focus on crisis communications on June 27^th. Registration is now open on www.prsarichmond.org.

Looking forward to seeing many members this month and as we return to PRSA Richmond activities in the fall. 

Regards,

David Bass
President
PRSA Richmond
[email protected]

Richmond Chapter Public Relations Society of America Announces 2024 Virginia PR Awards Winners

Jill Lawrence Vaughan, APR, Recognized for Excellence in Public Relations; Taya Jarman, APR, Named as Shining Star; Jason Lee Named as Rising Star, Best-in-Show Awarded to Commonwealth Public Relations and Library of Virginia

RICHMOND, Va. – The Public Relations Society of America (PRSA) Richmond Chapter announced the winners of the 77th Virginia Public Relations Awards at a luncheon on Thursday, May 30 at the Westwood Club. The awards recognize outstanding public relations professionals and exceptional public relations achievements for firms. 

The chapter recognized Jill Lawrence Vaughan, Accreditation in Public Relations (APR) with the Excellence in Public Relations award. The award recognizes the extraordinary achievements of seasoned professionals in the Richmond region. Vaughan owns JLV Communications, a strategic communications firm focused on manufacturing and economic development. She previously spent 22 years serving in communications leadership roles at the Virginia Economic Development Partnership and the Virginia Lottery. She serves on the communications committee for LEAD Virginia and raised more than $63,000 for the Leukemia & Lymphoma Society as a Woman of the Year Candidate in 2022. Vaughan led the PRSA Richmond Chapter as president in 2007 and is currently a director at large. She has been a board member for the Richmond Public Relations Foundation for the past 10 years, promoting student scholarships for communications students in central Virginia.

Taya Jarman, communication director for the Institute for Public Health Innovation is this year’s recipient of the new Shining Star Award. The award recognizes a mid-level career professional showing a high level of achievement in PR, demonstrating leadership as a professional within the industry and who actively gives back to the community. Jarman spent more than 15 years in the Virginia state government before taking on her current role at a regional public health institute. Jarman has served as an adjunct professor at several colleges and universities teaching public relations and communications. She currently serves as a board member for the VCU Richard T. Robertson School of Media and Culture, Christopher Newport University Alumni Society Board, and as editor for the Midlothian Chapter of Jack and Jill of America, Inc. Jarman also served in various roles on the PRSA Richmond Chapter board before becoming chapter president in 2023.

Jason Lee, marketing manager for the Greater Richmond Partnership (GRP), the region’s leading economic development firm, is this year’s Rising Star Award recipient. This award is bestowed upon a professional with less than five years of experience who has done incredible work in public relations. Lee’s social media campaigns and other digital marketing tactics for GRP have helped position Greater Richmond as a top location for business. Lee currently serves as DEI Chair for the PRSA Richmond Chapter. In 2023, Lee helped write an article for PRSA’s Strategies and Tactics national newspaper titled, “Five Steps to Create Educational Heritage-Content.” He is also the secretary of the American Marketing Association Richmond Chapter, a marketing committee member of the Richmond LGBTQ Chamber of Commerce, and a member of the LGBTQ+ Engagement & Philanthropy steering committee at VCU. 

Each year, the PRSA Richmond chapter recognizes outstanding public relations professionals and their work at the Virginia Public Relations Awards banquet. Entries are taken for local, statewide, national, and global campaigns, from government entities, non-profit organizations, corporations, and PR agencies and independent practitioners. The chapter recognizes the most creative and effective communications strategies and tactics happening across Virginia. Around 100 individuals and organizations were recognized for outstanding public relations campaigns and tactics in various categories. 

The Library of Virginia received the Best-in-Show in the Commonwealth Award category for its campaign celebrating the library’s 200th anniversary . The Best-in-Show Commonwealth Award category recognizes exceptional public relations campaigns. 

Commonwealth Public Relations received the Best-in-Show in the Capital Award category for its work supporting Grace & Holy Trinity Church’s Hope for Ukraine concert. The Capital Awards category recognizes unique and exceptional public relations tactics. 

“The winners honored today are helping define public relations in Richmond and beyond,” said PRSA Richmond Chapter President David Bass. “The quality of entries this year was incredibly high and the award recipients reflect the important and ambitious work in our field across the Commonwealth.”

A full list of winners is available here.

About PRSA Richmond

PRSA Richmond is a professional association serving Central Virginia public relations practitioners. The chapter and the national organization share the vision of bringing professionals together to enhance the practice, exchange experiences and ideals, and to promote professional development. For more information, visit: www.prsarichmond.org. 

###

Contact:
Rayhan Daudani, Outreach Chair

[email protected]

804-291-6132

Announcing the 2025 Slate of Officers

PRSA Richmond has announced its 2025 Slate of Officers. The PRSA Richmond membership will vote on the slate of officers to lead the 2025 board of directors at the June 27 program. New officers will be installed on November 21, 2024.

For a complete overview of the slating process and voting procedures, review Article III, Section 3 of the chapter’s bylaws.

President: Greg Surber, APR
Greg Surber, APR, is a skillful communications professional with nearly two decades of experience helping organizations share their stories and build meaningful relationships with audiences central to their mission. He is the vice president of research and insights for The Hodges Partnership, a Richmond-based PR and digital marketing firm, where he spearheads the agency’s research efforts and works with a variety of clients across the non-profit, corporate and government sectors. He also holds a Bachelor of Arts degree in media arts and design from James Madison University and a Master of Science in public relations from Boston University. Greg was the inaugural recipient of PRSA Richmond’s Rising Star Award. His PRSA Richmond board service includes serving as the chapter’s President-Elect, Director-At-Large, First Vice President of Professional Development, Second Vice President of Awards, Third Vice President of Membership, Treasurer, Individual Awards Chair, and APR Chair.

President-Elect: Kenita B. Matthews, APR
Kenita B. Matthews, APR is a results-driven public relations practitioner with over 20 years of experience. She has been working as a communications consultant over the last several years and recently joined ERM in 2023 as a Principal Consultant for Strategic Communications & Stakeholder Engagement. Prior to those roles, Kenita served as Senior Advisor to the Director of the Office of Head Start at the U.S. Department of Health and Human Services. Throughout most of her career, Kenita has worked in K-12 public education and led communications at the Virginia School Boards Association, the Virginia Department of Education, and various school districts in the Commonwealth. Kenita holds a Bachelor of Arts degree in Mass Media – Broadcast Journalism from Hampton University and a Master of Arts degree in Public Relations from Norfolk State University. She has been an active member of PRSA since 2013, having previously served on the board for the Hampton Roads chapter and as Chair of the PRSA Mid-Atlantic District Board. Kenita’s service on the PRSA Richmond Board includes Director-at-Large, First Vice President of Professional Development, Treasurer, Third Vice President of Membership, and member of the DEI committee.

First Vice President of Professional Development: Madilynne Tanner
Madilynne is a Communications Coordinator at the Virginia Department of Social Services where she works on strategic internal and external communications projects for multiple divisions within the State Programs Portfolio. She is a graduate of Virginia Tech’s School of Communication with a B.A. and M.A. in public relations. Outside of her job, Madilynne volunteers with the Ronald McDonald House Charities of Richmond and Virginia Tech’s Richmond Young Alumni organization. 

Second Vice President of Awards: Connie Kottmann, APR
Connie Kottmann, APR, has served on the PRSA Richmond Chapter Board of Directors since 2022. Currently serving as first vice president for professional development, Connie previously chaired the DEI and program committees. Connie has three decades of experience in higher education marketing communications, event and project planning and management. For the past 20 years, Connie has worked in the Division of Student Affairs at VCU, and is currently the Marketing Communication Manager for DSA's Central Communications Team.  Connie holds a M.S. in Communication from Cornell University, and recently earned an Advanced Certificate in Nonprofit Management from VCU's L. Douglas Wilder School of Government and Public Affairs. They currently serve on VCU's LGBTQ+ Engagement and Philanthropy Steering Committee, and Equality VCU. Connie is also a digital artist with a passion for creating comics, and teaches a summer course on making comics at Sidwell Friends School in Washington D.C. 

Third Vice President of Membership: Amy Steinmann
Amy Steinmann has nearly 20 years of experience in healthcare, government and nonprofit communications. As principal at Halbrooke & Elm Strategic Communications, Amy helps organizations plan and implement communications strategies and tactics that build trust, foster relationships and establish their position as leaders in their industry. She is a member of the Public Relations Society of America, the Mid-Atlantic Society for Healthcare Strategy and Market Development and the Society for Health Communication. She also serves on the board of the Richmond Behavioral Health Foundation. Amy holds a master’s degree in Strategic Public Relations from Virginia Commonwealth University and bachelor’s degree in Communication from Virginia Tech.

Treasurer: Sarah Murphy
Sarah Dawes Murphy is a strategic communications practitioner, passionate about designing and executing tailored strategies to help clients inform and inspire their audiences. Sarah values a holistic approach to communications, finding creative ways to make sure every tactic and piece of content is connected and aligned with big picture goals — yielding measurable results along the way. In her 13+ years of marketing and communications experience, Sarah has spent time both in the agency world as well as in higher education communications at Virginia Commonwealth University and the VCU Brandcenter. Today, she is the owner of Dawes Murphy Communications, LLC, where she works with a range of higher education and mid-sized business clients to help them achieve their communications goals. Sarah has been a PRSA Richmond member since 2011 and has served on the board since 2017. She holds an undergraduate degree in English from the University of Mary Washington and a master’s in strategic public relations from VCU.

Secretary: Rayhan Daudani
Rayhan Daudani is vice-president of earned media supporting energy clients for Edelman.

Rayhan supports global clients looking to tell their stories in the media about their work navigating the energy transition. This work earned him a PRSA National Silver Anvil award for Global Communications in 2023. Rayhan has more than 15 years’ experience working with media in the Commonwealth. He currently serves as Outreach Chair for PRSA’s Richmond Chapter. Prior to joining Edelman in 2022, Rayhan led communications for Dominion Energy’s Virginia operations from its Richmond headquarters, including messaging on political and policy issues, as well as on several high-profile capital projects and initiatives ranging from the largest offshore wind project in the Americas to energy storage and rural broadband efforts. Rayhan first moved to Virginia in 2002 to serve as Roanoke Bureau Chief for WSET-TV in 2002-2004 before joining WWBT-TV in Richmond as the City Beat Reporter from 2004-2007 covering Mayor Doug Wilder’s administration as well as high-profile events such as the Virginia Tech Massacre, for which he won a Virginia Associated Press award for continuing coverage. Rayhan returned to WWBT-TV in 2012 as the station’s Digital Content Director driving the station’s social media, app and website strategy and managing on-air and digital staff to create a 24/7 newsroom. During his tenure, the station was honored with the Edward R. Murrow, Virginia Associated Press and Virginia Association of Broadcasters awards for best website. Rayhan holds a Bachelor of Science in Journalism from Northwestern University and a Masters of Arts in Political Science from Virginia Tech. Rayhan lives in Short Pump with his wife and two daughters.

President Emeritus: David Bass
David is a senior communications manager at the Virginia Economic Development Partnership where he coordinates economic development announcements and press events with the Governor’s office, and promotes VEDP’s target industries, Virginia’s advantage for business in core sectors, and the VEDP’s brand through media relations. A graduate of the University of Richmond, David has more than 15 years of experience as a public relations practitioner, including leading economic and financial education outreach strategy at the Federal Reserve Bank of Richmond, overseeing public relations and communications strategy at the Virginia Society of Certified Public Accountants, as well as working on media and public relations at a Richmond-based agency on behalf of Fortune 500 companies, special events, and nonprofit clients. David is active in the Richmond community currently serving on the board of the Church Hill Central Civic Association and founding member of FLUX: Connect with Modernism, a local group that develops gatherings and events for enthusiasts of modern architecture and design. He recently served on the board of Modern Richmond, the Virginia Jump$tart Coalition, the Venture Richmond Marketing and Advocacy Committee, and was founder and served 14 years as president of the Manchester Alliance. He has served on the PRSA Richmond board since 2016, including serving as president, first vice-president of Professional Development, second vice president of Awards, third vice president of Membership, acting as the chapter’s Secretary, and chairing the professional development workshops, sponsorship fulfillment and media relations committees.

Richmond Chapter Public Relations Society of America Announces 2024 Individual Virginia PR Awards Winners

Jill Lawrence Vaughan, APR, Recognized for Excellence in Public Relations; Taya Jarman, APR, Named as Shining Star; Jason Lee Named as Rising Star

RICHMOND, Va. – The Public Relations Society of America (PRSA) Richmond Chapter will host the 77th Virginia Public Relations Awards at a cocktail reception on Thursday, May 30, at the Institute for Contemporary Art (ICA) at Virginia Commonwealth University (VCU). The reception will recognize outstanding public relations (PR) professionals and exceptional public relations achievements. 

The event will celebrate all this year's award recipients will special recognition for three individual honorees: 

• Jill Lawrence Vaughan, Accreditation in Public Relations (APR) for Excellence in Public Relations, 

• Taya Jarman, APR for the Shining Star Award, and

• Jason Lee for the Rising Star Award.

Vaughan, owner of JLV Communications, is the recipient of this year’s Excellence in Public Relations Award. The award recognizes the extraordinary achievements of seasoned professionals in the Richmond region. Vaughan started her career at a boutique PR firm in Fairfax, Virginia and spent 22 years serving in communications leadership roles at the Virginia Economic Development Partnership and the Virginia Lottery. Her work at the Lottery won two Silver Anvils from PRSA, the highest national honor for the association. Vaughan currently owns her own strategic communications firm focused on manufacturing and economic development, serving clients such as Virginia’s Gateway Region, Weidmuller USA and Winndom. She serves on the communications committee for LEAD Virginia and raised more than $63,000 for the Leukemia & Lymphoma Society as a Woman of the Year Candidate in 2022. Vaughan led the PRSA Richmond Chapter as president in 2007 and is currently a director at large. She has been a board member for the Richmond Public Relations Foundation for the past 10 years, promoting student scholarships for communications students in central Virginia.

Jarman, communication director for the Institute for Public Health Innovation is this year’s first recipient of the new Shining Star Award. The award recognizes a mid-level career professional showing a high level of achievement in PR, demonstrating leadership as a professional within the industry and who actively gives back to the community. Jarman spent more than 15 years in the Virginia state government before taking on her current role at a regional public health institute. Jarman has served as an adjunct professor at several colleges and universities teaching public relations and communications. She currently serves as a board member for the VCU Richard T. Robertson School of Media and Culture, Christopher Newport University Alumni Society Board, and as editor for the Midlothian Chapter of Jack and Jill of America, Inc. Jarman also served in various roles on the PRSA Richmond Chapter board before becoming chapter president in 2023.

Lee, marketing manager for the Greater Richmond Partnership (GRP), the region’s leading economic development firm, is this year’s Rising Star Award recipient. This award is bestowed upon a professional with less than five years of experience who has done incredible work in public relations. Lee’s social media campaigns and other digital marketing tactics for GRP have helped position Greater Richmond as a top location for business. Lee currently serves as DEI Chair for the PRSA Richmond Chapter. In 2023, Lee helped write an article for PRSA’s Strategies and Tactics national newspaper titled, “Five Steps to Create Educational Heritage-Content.” He is also the secretary of the American Marketing Association Richmond Chapter, a marketing committee member of the Richmond LGBTQ Chamber of Commerce, and a member of the LGBTQ+ Engagement & Philanthropy steering committee at VCU. 

“Richmond has an incredible wealth of public relations talent,” said PRSA Richmond Chapter President David Bass. “Jill, Taya and Jason are three of the best in the Commonwealth. Working alongside each of them on the PRSA Richmond Chapter board has allowed me an exhilarating front-row view to see their leadership skills and expertise in action.”

Each year, the PRSA Richmond chapter recognizes exceptional public relations professionals and their work at the Virginia Public Relations Awards reception. Entries are taken for local, statewide, national, and global campaigns, from government entities, non-profit organizations, corporations, PR agencies, and independent practitioners. The chapter recognizes the most creative and effective communications strategies and tactics happening across Virginia. Over 100 individuals and organizations will be recognized for their notable campaigns and tactics in various categories. 

Vaughan, Jarman, Lee and more award winners will be honored at the 77th Virginia PR Awards presented by The Hodges Partnership and Padilla on May 30. The event will include a cocktail hour sponsored by the Virginia Association of Broadcasters. The new Shining Star award is sponsored by PR Talent. Tickets are available through May 24 at https://prsarichmond.org/Virginia_PR_Awards.

Downloadable images of the individual winners are available here: PRSA 2024 Individual Award Headshots

About PRSA Richmond
PRSA Richmond is a professional association serving Central Virginia public relations practitioners. The chapter and the national organization share the vision of bringing professionals together to enhance the practice, exchange experiences and ideals, and to promote professional development. For more information, visit: www.prsarichmond.org.  

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Contact:
Rayhan Daudani, Outreach Chair
[email protected]
804-291-6132

May 2024: President's Column

Members,

I hope everyone has had a great spring season so far. It is officially awards season once again for PRSA Richmond. On May 30, we will celebrate the 77^th Annual Virginia Public Relations Awards. We have so much to celebrate as a chapter, as a community of practitioners, and the great work that each of us do every day to support our clients and organizations.

During our regularly scheduled luncheon time at the Westwood Club in May, we will be revealing the winners in the Commonwealth and Capital categories and the Best in Show winners. A very special cocktail reception will follow that evening at the VCU Institute for Contemporary Art where we will celebrate this year’s Rising Star, Shining Star, and Excellence in Public Relations award winners. I want to thank our sponsors for the evening- The Hodges Partnership, Padilla, the Virginia Association of Broadcasters, and PR Talent. 

A lot of hard work goes into planning the Virginia Public Relations Awards. In addition to many of you who have volunteered on several of the award-related committees, I want to thank several specific board members. They are Christina Dick, the Second Vice President of Awards; Connie Kottmann, APR, the First Vice President of Professional Development; Geoff Zindren, the Individual Awards chair; Hannah Robinson, the Events Logistics chair; and Amy Lacey, the chapter treasurer who oversees sponsorships. The Awards event is truly a team effort, and we have a talented team working to honor all of you this year.

As a reminder, PRSA Richmond has active special interest sections that are included with your membership. They include Government, Independent Practitioners, Nonprofit and Association, Senior Practitioners, and Young Professionals. The Independent Practitioners section is hosting a coffee and connections networking event on May 8, and the Nonprofit and Association Section is having a networking event at Lewis Ginter Botanical Garden on May 23. I hope you can attend!

If you would like to volunteer with PRSA Richmond in any capacity, please reach out and let me know. I will be happy to connect you with the right person and opportunity. Looking forward to seeing many of you at the Virginia Public Relations Awards!

Regards,

David Bass
President
PRSA Richmond
[email protected]

Adding a new name to our student scholarships: Celebrating Sara Hunt

April 2024: President's Column

It is officially the second quarter of the year!

I would like to thank all our members who have attended our first three luncheons, signed up for our first senior practitioner and young professional joint event tour of the VPM studios, submitted entries for the Virginia Public Relations Awards and signed up for being a volunteer for one of our committees and joined a special section.

PRSA Richmond is only as strong as our members.

April is APR Month

PRSA Richmond’s APR Committee is ready to help prepare members to sit for the APR exam. PRSA National has many resources to help members with study guides, sample tests, online study courses, and other readings to prepare.

For candidates already underway on their APR process, PRSA Richmond is hosting panel presentations April 16-18^that the Capital One Café.

There are dates scheduled for Fall 2024. October 11^th is the deadline for the APR application to PRSA National. October 28^th is the deadline for the panel presentation questionnaire to be submitted, and the Fall Panel Presentations will take place on November 12^th, 13^th, and 14^th from 11-2 p.m.

Please reach out to PRSA Richmond’s APR Chair Suzanne Silitch, APR for more information at [email protected] .

CEO of PRSA National Comes to Richmond

PRSA Richmond continues to strengthen our ties with our national organization, and we are excited to welcome Linda Thomas Brooks, Chief Executive Officer of PRSA to our April 23^rd luncheon. Linda will address the top issues critical to communicators and how PRSA is building the resources, pathways, and training to help practitioners do their job better. Linda will also share updates about PRSA and how National is engaging with its chapters across the country.

Bring your questions as we welcome Linda Thomas Brooks to Richmond in April.

Looking forward to seeing you all at our next meeting.

Please share any ideas you have for your Chapter with me at [email protected]

Regards,

David Bass
PRSA Richmond President

March 2024: President's Column

Happy March!

It is hard to believe that we are approaching the end of the first quarter of the year. PRSA Richmond is looking forward to an exciting spring!

Spring Means: It’s awards season! 

While the early deadline has passed, the regular deadline is March 15^th, and the final deadline is March 29^th. Keep working on your entries and submit your entry. There is also still time to submit your nominations for our three individual awards- the Rising Star Award, the Shining Star Award, and the Excellence in Public Relations Award. Honor your peers with your nomination.

We are thankful for our sponsors this year: Padilla, The Hodges Partnership, and Virginia Broadcast Solutions Inc. We are also excited to celebrate in a new format this year, and our awards committee will be sharing the exciting details over the coming weeks. Stay tuned!

PRSA National:

As our chapter looks for new ways to strengthen our ties to PRSA National, we are excited that PRSA’s CEO Linda Thomas Brooks will join us for our April 23^rd luncheon to talk about the state of PRSA, its relationship with chapters across the country and trends in the public relations profession. Now is a great time to also make sure you are taking advantage of the great resources from PRSA National including MyPRSA, Strategics & Tactics, signing up for the Issues and Trends Daily Newsletter, viewing one of many offered webinars, or attending one of the many valuable special section conferences and the International Conference. I’ll be attending ICON in Anaheim this fall, and I look forward to seeing many members from the Richmond Chapter there!

Volunteer for a PRSA Richmond Committee:

Of course, PRSA Richmond Chapter has lots of ways for members to stay active and get involved and develop a pathway to chapter leadership! One of the best ways is to join a committee. Complete this interest form, and we’ll connect you with a board member related to the area that interests you.

Later This Month:

The board and I are excited to see many of you again at our March luncheon on March 28^th for an excited panel discussion about the New Era of Collegiate Sports through Name, Image and Likeness (NIL) Campaigns.

Thank you for your membership!

Regards,

David Bass
President, PRSA Richmond
[email protected]

PRSA Richmond has Spring and Fall dates for APR candidate panel presentations

For the Spring, the schedule is as follows:

March 15, 2024. Deadline for the APR application to PRSA National.

April 1, 2024. Deadline for panel presentation questionnaire emailed to Richmond's APR Chapter Chair Suzanne Silitch, APR, at [email protected]

April 16, 17, or 18 from 11-2 pm. Panel Presentation date. Contact Suzanne to schedule.

And for the Fall, the schedule is as follows:

October 11, 2024. Deadline for the APR application to PRSA National.

October 28, 2024. Deadline for panel presentation questionnaire emailed to Richmond's APR Chapter Chair Suzanne Silitch, APR, at [email protected]

November 12, 13, or 14 from 11-2 pm. Panel Presentation date. Contact Suzanne to schedule.

For any questions, or if you are interested in pursuing your APR, please contact Suzanne Silitch, APR, at 413.652.7843 or via email at [email protected].

February 2024 President's Column

As we enter the second month of the year, I wanted to remind members of upcoming opportunities to engage with the chapter. PRSA Richmond is currently recruiting volunteers for many of our committees. Serving on a PRSA Richmond committee is a fantastic way to learn more about what the chapter does, network and meet different members across industries, and set a course to future leadership opportunities and board service. Most of all, it supports the organization and its efforts to provide quality programming and service to our members.

Currently there are opportunities to join our Virginia PR Awards planning, awards judging, professional development, media relations, membership, media and social media outreach, and DEI committees. Please reach out to me, and I will put you in touch with the board member overseeing the specific area.

It is Awards season again, and now is the time to pull together your best work from 2023 and the necessary supporting materials to submit your winning campaigns and tactics entries. The early deadline is February 25^th, the regular deadline is March 15^th, and an extended deadline will be offered until March 29^th. Submit early and take advantage of the rate savings! For the first time independent practitioners will receive a $25.00 discount on all entry fees.

In addition, we now honor three outstanding individuals working in the public relations profession in the Richmond region. The Excellence in Public Relations Award recognizes the extraordinary achievement of an individual who has spent his or her career working in the field. The Rising Star Award honors a new practitioner with five or fewer years’ experience working in the public relations profession. For the first time, the Shining Star Award will honor a mid-career practitioner with 10 to 25 years of experience working in the public relations profession. Please think about outstanding practitioners to nominate. More information about the Awards process can be found at prsarichmond.org/awards.

February is also Black History Month, and PRSA Richmond is honored to celebrate the trailblazers who have led the way to a more diverse and inclusive profession and organization. PRSA Richmond is committed to the goals of our Diversity, Equity and Inclusion Strategic Plan and the continued efforts to make them a reality.

I look forward to seeing you all at our February luncheon when Dr. Cayce Myers will join us from Virginia Tech to discuss artificial intelligence and its importance for communications professionals.

Regards,

David Bass
President
PRSA Richmond
[email protected]

January 2024 Program Recap: “Leverage the Power of Storytelling and Data to Build Brand Trust, Increase ROI”

PRSA Richmond kicked off the new year with our first luncheon today and we welcomed Andre Hidalgo, Senior Associate State Director of Social Media at AARP New York as our guest speaker.

Andre Hidalgo is a seasoned Digital and Social Media Marketer with a rich history of building, cultivating and overseeing digital marketing, social media, strategic communications, and brand growth and reputation at prominent organizations.

Andre is the Senior Associate State Director of Social Media at AARP New York. He manages seven social media channels, four blog pages (English and Spanish) and email campaigns for New York State. His work helps to empower, support and strengthen AARP’s 2.6 million New York members and their families while advocating for what matters most so the community can live their best lives.

For today’s luncheon, Hidalgo discussed social media tools to help us succeed and key features organizations should look for when identifying platforms. AARP New York uses the platform Sprinklr to support their reporting, analytics, automated published and even monitoring and responding to conversations.

Here are some high level takeaways he provided as well:

• Look for alternatives to social media tools (top  3 included Hootsuite, Semrush and Zoho Social)
• Native tools like Meta Business Suite are tools to consider with a limited budget.
• Use QR codes, social media landing pages like Linktree and other platform business suites if your organization has a limited budget.
• It is important to build a strategy and goals for your brand. This will vary from company to company.
• Align your goals with key stakeholders.
• Invest in customer experience.
• Optimize your social media budget – 87% of marketers: data is their most under-utilized asset
• Data tells the story!
• Tips for telling your story – Value, inspire, support, connect and share!
• Tips for success – monitor customer behavior, trends and hashtags.
• Find best times to post and engage with your audience.
  
  

Thank you to everyone who was able to join today! Registration for our February luncheon on February 29 will open soon!

Public Relations Society of America Richmond Chapter Announces 2024 Board of Directors

New Board Structure Streamlines, Strengthens Leadership

RICHMOND, Va. – The Public Relations Society of America (PRSA) Richmond chapter installed its officers and board of directors for 2024. PRSA Richmond implemented a new board of directors structure. It now operates as a consolidated thirteen-person body to provide more effective and efficient leadership.

The executive officers include President David Bass, President-Elect Greg Surber, accreditation in public relations (APR); First Vice President of Professional Development Connie Kottmann, APR; Second Vice President of Awards Christina Dick; Third Vice President of Membership Sarah Murphy; Secretary Amy Steinmann; Treasurer Amy Lacey.

“PRSA Richmond is looking to build a future-ready organization that meets the needs of our membership today and into the future,” said newly installed president David Bass. “The board is carefully looking at how our members prefer to receive professional development, network with peers, and engage with the national PRSA. We’re adapting to meet our members’ changing needs and enhance the services we provide.”

Other board of directors members include: President-Emeritus Taya Jarman, APR; Outreach Chair Rayhan Daudani, Events Logistics Chair Hannah Robinson; Diversity, Equity & Inclusion Chair Jason Lee; Individual Awards and Judging Chair Geoff Zindren, At-Large Board Member Jill Vaughan, APR.

A full list of the board of directors, including the committee chairs, is available online at: www.prsarichmond.org/about-us/board-of-directors/.

About PRSA Richmond
PRSA Richmond is a professional association serving Central Virginia public relations practitioners. The chapter and the national organization share the vision of bringing professionals together to enhance the practice, exchange experiences and ideals, and to promote professional development. For more information, visit: www.prsarichmond.org.

Contact:
David Bass, PRSA Richmond President
[email protected]
804-677-8270

Rayhan Daudani, Outreach Chair
[email protected]
804-291-6132

January 2024 President’s Column

Happy New Year PRSA Richmond!

My name is David Bass, and I am excited to greet you as the President of PRSA Richmond for 2024. This is the time of year when we as individuals and professionals reflect on the prior year’s successes and challenges and look forward to the possibilities for change and opportunities for growth in the year ahead. This will be a year of meaningful change for PRSA Richmond, and the board and I are excited to get to work.

PRSA Richmond is looking to build a future ready organization that meets the needs of our membership today and into the future. The board is carefully looking at how our members prefer to receive professional development, network with peers, and engage with the national PRSA. The board is working to revamp and strengthen our special sections to provide meaningful connection points for the chapter’s young professionals, senior practitioners, independent practitioners, public affairs and government communicators, and association and nonprofit communication professionals. The board is also forming a task force to focus on reimagining the Virginia Public Relations Awards to properly highlight our members’ award-winning work and celebrate central Virginia’s public relations community.

A notable change this year is the new structure of our board of directors. The board is now operating as a consolidated thirteen-person body. In addition to my tenure as president, we have a strong group assembled to meet our goals this year. Greg Surber, APR, is serving as president-elect and will be the chapter’s liaison to the PRSSA organizations in our chapter area, the chapter’s liaison to the PRSA Mid-Atlantic District and the chapter’s point of contact with PRSA National. Connie Kottmann, APR, is serving as first vice-president of professional development and in addition to developing our monthly luncheon programs, will organize professional development workshop programs. Christina Dick is serving as second vice president of awards and leading the aforementioned task force. Sarah Murphy is serving as third vice president of membership and will be responsible for member recruitment and engagement, accreditation, and the previously mentioned special interest sections. Amy Steinmann is serving as the chapter’s secretary and chapter historian. Amy Lacey is serving as the chapter’s treasurer while also developing relationships with our valuable sponsors. Taya Jarman, APR is serving as president-emeritus. Geoff Zindren is serving as individual awards and judging chair to support the Virgina PR Awards effort. Ray Daudani is serving as outreach chair focusing on the chapter’s media relations and social media engagement. Jason Lee is serving as this year’s diversity, equity, and inclusion committee chair. Hannah Robinson is serving as the chapter’s logistics chair, providing support to multiple member-facing programs. Jill Vaughan, APR also returns to the board of directors serving in an at-large capacity with a focus this year on helping define the working relationship between the new board structure and the newly created chapter administrator role. Speaking of which, the board is excited to have Jay Ell Alexander on board as the new chapter administrator for 2024.

I look forward to sharing updates on the progress of this year’s initiatives and the work of the board in future newsletters. I look forward to engaging with you throughout this year as we build a future ready chapter. Please engage with PRSA Richmond. Volunteer and join a committee, submit an award, get involved with your special interest section and sign up for our monthly luncheons. This month Andre Hidalgo, Senior Associate State Director of Social Media at AARP New York will share ways to leverage the power of storytelling and data to build brand trust and increase ROI. See you all on January 25th.
Best regards,

David Bass
President, PRSA Richmond
[email protected]

2024 PRSA Richmond Monthly Luncheon Dates

Please save the date for the following luncheon dates in 2024. More information will be forthcoming about registration, luncheon topics, speakers, etc. All luncheons are hosted at the Westwood Club and begin with networking at 11:45 a.m.

• Thursday, Jan. 25

• Thursday, Feb. 29

• Thursday, March 28

• Tuesday,  April 23

• Thursday, May 30

• Thursday, June 27

• Thursday, Sept. 26

• Thursday, Oct. 31

• Thursday, Nov. 21

PRSA Richmond End of the Year Recap

It has been a phenomenal year for our chapter. Check out our end of the year recap – 2023 By the Numbers!

November Program Recap: “The Real Deal on Reels”

PRSA Richmond welcomed Shannon McKinstrie, founder of Boutique Social as our speaker at the November 2023 luncheon on November 20, 2023. McKinstrie is a social media mentor, trainer and speaker for business owners who want to make an impact and get big results through organic and proven social media strategies. Boutique Social was started in 2015 as a full-service social media agency and has now evolved into a consulting agency where Shannon mentors other Social Media Managers through her Social Biz System course, 1:1 consulting services and co-founding the Social Squad Society membership.

For today’s luncheon, McKinstrie discussed best practices of using reels and the impact short-form videos can have on your social media presence. She chatted about high-performing reels formulas every business should be using right now.

“All you need is your phone.” said McKinstrie. Here are some high level takeaways she provided:

• Authentic Behind the Scenes – Think of reels as moving pictures, instead of a photo dump, show ONE single detail of your day or 5-6 clips of your day.
• Text is optional! Messaging does not always have to be on the reel. The messaging can simply be the caption.
• Make a trend specific to your niche. When you take a trend and get super specific with the messaging, the relatability factor of your people is off the charts.
• Give your recommendations. This is a new twist on educational content. Your audience does to hear people’s favorite products, meals, places to go, etc.
• We are all consumers and when we see another brand we recognize (and trust), we can attach to it.
• Hot takes are great for standing out and establishing your expertise. Instead of sharing what everyone else is sharing, share your thoughts.
• Give quick tips/tutorials from your personal perspective. This is great for inviting your audience into your world and flexing your expertise at the same time.
• Don’t just share the tip/tutorial – tell them why you’re showing it!
• Storytelling – This is what Instagram is all about! People remember stories 22x more than statements and figures, so tell these stories!
• B-roll with text overlay – this is great for helping your audience, so they can feel seen and validated or educating them with an easy tip.
• Bonus tips – Use cover photos, include captions and trim out pauses.
  
  

Thanks to everyone who was able to join. 

Member Spotlight: Cameron McPherson

Can you tell us a bit about yourself and your current position?

I’m a lifelong learner, avid podcast listener, explorer, runner and fan of the Richmond region.

I serve as VP of Advocacy at The Hodges Partnership, where I help clients reach legislative and community relations goals through communications strategies. I specialize in public health, childhood nutrition and tourism.

I am a PRSA Richmond past president and the current president of the Richmond Public Relations Foundation, the philanthropic arm of the chapter. We award four annual scholarships to local PR students and encourage young people throughout the year to engage with PRSA Richmond. You can help: Invite a local student to our next luncheon.

Where are you from? Where did you go to school?

I grew up in the Richmond region and attended VCU. Go Rams! I’m proud to serve on the Richard T. Robertson School of Media and Culture’s Advisory Board today.

How long have you been in PR?

I’ve worked in public relations for more than 15 years. The public relations industry is an incredible and generous career field to be a part of. It’s a privilege to help inform the wider community about issues and topics through communications.

My favorite part of our industry is the opportunity to hear and understand people’s stories – and to work with them to find avenues to share their perspectives more widely through media relations, social media or advertising strategies. Over the years, I’ve learned from some incredible school nutrition teams, LGBTQ+ advocates, nonprofit leaders and so many others.

Can you share why you decided to join PRSA Richmond?

PRSA Richmond isn’t just a professional organization, it’s a community. That’s why I joined and it’s why I continue to be a member. We celebrate each other’s successes and cheer our peers on. I love attending the luncheons and getting “aha” moments from speakers and conversations with attendees. I regularly incorporate ideas into our work for clients.

I was first introduced to PRSA Richmond as a college student. Our current chapter president Taya Jarman, APR served as the Student Relations Chair for PRSA Richmond and regularly attended VCU’s PRSSA meetings, which I was a part of. She was an important connection to the chapter and showed the value of getting involved.

I attended my first luncheon as an intern at CarMax. I’m very grateful for Trina, Michelle, Elia and Lisa for bringing me to my first meeting and showing me why it was important to get involved with PRSA Richmond. I’ve been engaged with PRSA Richmond ever since.

Why did you decide to pursue your APR? Why do you feel it is important for communications and PR professionals?

I am proud of those three letters after my name. Pursuing and receiving the APR designation was an important step in my career. I studied with a few of my colleagues and attended a PRSA Richmond-sponsored bootcamp several years ago.

The APR process helped me become a stronger and more confident practitioner and reinforced the importance of research and analysis when creating strategic public relations programs. I can’t recommend the accreditation enough.

When you’re not working, what are some of your hobbies or things you are passionate about?

I love cooking and gardening. I’ve amassed a great collection of cookbooks that I’m still adding to. (I adore Dorie Greenspan, Julia Turshen and of course, Ina Garten.) On the weekends, you can often find me digging in our backyard or reading plant tags at a local garden center.

I really enjoy learning and listening to others. I go through a lot of podcasts (Think, Coaching Real Leaders, Pod Virginia and the Anxious Achiever are some of my favorites). I also try to attend local panels and discussions which enrich both my personal and professional life. We’re lucky to have a lot of free learning opportunities in our region.

What’s your favorite local restaurant or hangout spot?

We have so many wonderful attractions that it’s hard to pick a favorite. I often point people to the Richmond Beer Trail and the Virginia Spirits Trail.

I love the Carytown Farmer’s Market when it’s in season on Sundays. You can grab breakfast and coffee, stock up on produce and find tons of local products. Plus, the banjo open jam sessions are the best.

PRSA Richmond Hosts Volunteer Recruitment Fair

We are excited for our monthly luncheon this Thursday! We will be closing out 2023 strong! To add to the excitement and to get ready for the new year, we will be hosting a volunteer recruitment fair before the luncheon.

The Committee Recruitment Fair will be from 11:45 a.m. to 12:15 p.m. in the rear side of the luncheon room. We’ll be directing members to enter through there. Water and coffee will be served in the back room. Members are encouraged to learn about the various committees and volunteer opportunities to get involved with PRSA Richmond in 2024. Here is a snapshot of the committees that will have volunteer opportunities.

Membership Committee

Our chapter exists for our members. We aim to build connections, educate, inspire, and engage. Help our chapter create new and ongoing opportunities for members in 2024! The Membership committee is seeking:

• At least TWO (2) individuals to assist with member recruitment and accreditation (We get to make new friends and spill the beans about how great PRSA is!)
• FIVE (5) individuals who will each lead a special interest section (Young Professionals, Senior Practitioners, Independent Practitioners, Association & Nonprofit, Public Affairs and Government) (You have the opportunity to find “your people” and create community around common interests, worklife, and experiences!)
  
  

Individual Awards and Judging Committee

• 30-40 volunteers to act as judges for PRSA awards from another chapter next summer. Judges should be professionals with at least 6 years of PR experience.
• 3-5 people for the individual awards committee. This committee will be in charge of soliciting nominations for, judging, and announcing the Rising Star and the Excellence in Public Relations award.
  
  

Awards Committee

• Learn about opportunities to volunteer and support the Virginia PR Awards in 2024.
  
  

Outreach Committee

The Outreach Committee is looking for volunteers to help spread the great work happening at PRSA Richmond:

• TWO (2) individuals to assist with social media monitoring and posting on the chapter accounts to drive engagement.
• ONE (1) individual who will help the Outreach chair pitch local media around PRSA Richmond activities and initiatives in conjunction with the Outreach chair.
  
  

Professional Development Committee

• Our committee is responsible for developing and implementing programs for our monthly luncheons, as well as several professional development workshops during the course of the year. We work closely with the chapter administrator and other committees to ensure that our programming reflects the needs and interests of our chapter, as well as educating on larger trends and issues in the profession. We are committed to creating programming that reflects PRSA’s Code of Ethics and our chapter’s DEI Promise.
• We are looking for at least 2 individuals who will work with the committee chair to ideate and implement our chapter programming. Committee members will identify and connect with  potential and confirmed presenters to develop and ensure successful programs. We will work on program logistics, connect with diverse venues in the Richmond metro area, and develop promotional copy and social media posts before and after events.
  
  

DEI

DEI Committee members will have the opportunity to refine and add to their PR skills as they work to uphold PRSA Richmond’s promise to diversity, equity and inclusion. This year, committee members will (1) support the PRSA Richmond Board of Directors and committees as they weave DEI into their respective work, (2) honor holidays and observances by creating social media postings, (3) continue PRSA Richmond’s perception as a thought leader by contributing to the national PRSA Strategies & Tactics publication and (4) help to plan events centered on DEI. Email Jason Lee at [email protected] if interested in volunteering.

Changes to PRSA Richmond Membership Dues Collection

To comply with PRSA National’s bylaws, as of November 1, local dues for PRSA Richmond will be paid through PRSA National at prsa.org. The dues page on our website now redirects to National’s membership page.

Additionally, PRSA National’s bylaws stipulate that all members of PRSA Richmond must also be active members of PRSA National. This prerequisite could impact those in our chapter with a retiree membership, as we have previously allowed those individuals to solely join our local chapter. Our retiree membership rate will remain $20 per year for those who are eligible and who are active members of PRSA National.

The board apologizes for any inconvenience this may cause. If you have any questions or concerns about this, please reach out to PRSA Richmond director at large, Greg Surber, APR, at [email protected].

Meet the 2023 Richmond PR Foundation Scholarship Recipients

Every year, the Richmond Public Relations Foundation invites juniors and seniors at Virginia higher education institutions to apply to its annual scholarship program.

It never gets easier to score and decide on recipients. If the applications we received this year are any indication, our industry is in great hands.

We’re thrilled to recognize another group of exceptional young communication pros. Meet this year’s four scholarship winners below. Please join us as we celebrate the students during the Nov. 30 luncheon.

Sofia Margaret Cochis, Jeff Wilson APR Scholarship of Excellence

As an honor roll Virginia Tech public relations major, with event and experience management and health communication minors, Sofia Margaret Cochis is ready to make a meaningful impact on the world through her communications talents.

The rising senior co-founded a new social student-run organization that encourages all students to walk or run with peers while enjoying views of the Blacksburg sunsets. Last summer, she interned at Commonwealth Consultants and served as Firm Director for Virginia Tech’s PRSSA.

Cochis said: “After graduation, I hope to pursue a career in the field of public relations that focuses on the nonprofit field. I want to help design campaigns that educate others on issues or causes regarding social rights, environmental, public health or political concerns. Being a young professional that is given opportunity to vocalize stances on issues while being creative that may impact another’s life is a job that would be self-rewarding. I want to work in an environment where others are driven to help advocate as a team and with others who desire communicating effectively.”

Emily Robertson, Jonah Holland Memorial Scholarship

Emily Robertson has a passion for advocacy and creating positive change through public relations.

Robertson is pursuing a Bachelor of Arts in Communication Studies at Longwood University. She maintains a 4.0 GPA and is president of the Honors Student Association, in addition to interning with Clean Virginia Waterways, a nonprofit dedicated to citizen stewardship of Virginia’s rivers, streams, bays, beaches and groundwater.

Said Robertson: “Now, as an active volunteer in my community, I advocate for my friends, peers, and family because I want to make the change I desire to see in the world. I am motivated to influence politics that affect my hometown to make it more equitable and accepting than when I was in high school, giving others the opportunity to explore their ambitions and passions in a safe place. Working in public relations gives me the chance to implement progress because the most effective change-makers are ones who can not only transform ideas into policy, but who can persuade others to their cause. Our world revolves around communication and I believe it is time to start using our discipline to its fullest potential.”

Kiera James, William Dietrick Memorial Scholarship

Through internships and volunteering, Kiera James is discovering the power and excitement in public relations.

While at VCU, Kiera volunteered with the Richmond Marathon and Habitat for Humanity, and secured internships with Modern Nursery and Richmond-based cosmetics company LipLoveLine. These experiences helped her build skills in social media, blogging and other public relations activities. She also serves on the promotions team for the campus radio station WVCW.

Kiera said: “I would like to work in the field of public relations because I have always had an interest in media and media relations. Growing up in the age of the internet, I have been exposed to public relations and social media unconsciously for my entire life.”

Katie Ariganello, Daphne Lowell Dailey Memorial Scholarship

Katie Ariganello loves communications and she has the internships to prove it.

A senior at Virginia Tech, Ariganello has taken on a wide variety of internships while in school, including roles with the university, Sons of Saturday, Publicity Nation PR, NOVA Parks and the Virginia Tech Media Relations department.

A public speaking coach and teaching assistant, she is committed to helping others navigate college. Ariganello is also involved with Kappa Kappa Gamma Sorority, Relay for Life, Tech’s PRSSA chapter and Virginia Tech Television.

Ariganello said: “I want to work in the public relations field because I love people. The work of public relations includes all of this — people management, social media, brand management, reputation, the list could go on and on. Through utilizing my relationships with others and learning about what makes people unique, I feel as if I could turn this into a career that I would be passionate about. I also am very detail-oriented and I feel as if public relations has to focus on the details to make a brand or company successful.”

Please consider donating to the Richmond PR Foundation. Your contributions go directly to supporting our annual scholarship programs: https://prsarichmond.org/about-us/foundation/.

November President’s Message

As my term as the president of PRSA Richmond ends, I want to take a moment to reflect on our accomplishments and express my sincere gratitude to our board and our members.

During our board retreat in December 2022, I charged the board to approach each position with “Curious Innovation.” I wanted us to think outside the box and not be afraid to bring new ideas. With that charge, our board has worked tirelessly to advance the field of public relations and crystalize PRSA Richmond’s value-add. This year we:

• Wrote articles and were published in Strategies & Tactics, “5 Steps to Create Educational Heritage-Observance Content,” and PRSay “How Barbie’s Marketing Campaign Could Have Made a More Socially Responsible Impact,”
• Brought members face-to-face with a regional recruiter (as a luncheon presenter and for free 1:1 consultations),
• Offered free headshots during lunch,
• Hosted morning and lunch networking events,
• Partnered with our peers at the Advertising Club of Richmond and AMA Richmond to host the One Party. As a result, we donated $500 to NextUp RVA – a local organization helping youth discover their talents and build positive relationships,
• Recognized 133 organizations in front of 200 peers during our annual awards program at the stunning Dominion Arts Center,
• Awarded Jeff Wilson, APR, the first Black recipient of the Excellence in Public Relations Award,
• Spoke at the Virginia Commonwealth University PRSSA chapter’s first meeting about the industry and PRSA,
• Created a government special section. The group organized events at the Library of Virginia (Networking at Nine) and the Science Museum of Virginia (Morning at the Museum),
• Featured a thought leadership piece on ethical photo use,
• Hosted a private tour of the Virginia Museum of History and Culture’s new exhibit Apollo: When We Went to the Moon, for the nonprofit section.
• Were featured in Richmond BizSense, Richmond Free Press, and Capitol Communicators,
• Provided in-person community service. This spring, the chapter assembled and donated 120 nourishment kits to benefit the Richmond Behavioral Health Foundation. The kits included items such as applesauce, pretzels, granola bars, and handmade notes for the recipients. This fall, the chapter put together 180 boxes of fruit and vegetables to help feed 180 families,
• Organized three professional development sessions and raised $2,000,
• Gave money to support the PRSA Foundation. The Foundation will award four $1,500 scholarships ($6,000 total) at our November luncheon.
  
  

PRSA Richmond’s commitment to fostering a thriving community of professionals is evident. Through these events, we have fostered meaningful connections, shared invaluable insights, and nurtured a supportive network that will continue to propel our profession forward.

It has been my honor and privilege to serve as president of one of the best PRSA chapters in the country.

With great pride + pleasure,

Taya M. Jarman, APR
PRSA Richmond President

PRSA Richmond Announces New Chapter Administrator

PRSA Richmond is excited to announce the selection of Jay Ell Alexander, owner and CEO of the The Vaughn Strategy as the new chapter administrator. Earlier this year, PRSA Richmond announced a RFP to solicit proposals for consultant services to support the chapter’s administration, digital management – including website, and member communications related to PRSA’s marketing and communications needs.  The announcement was made yesterday during the chapter’s monthly board meeting and luncheon.

Alexander has served as a PRSA Richmond general member since 2014 and a Board member since 2016. Most recently, she has served as the interim website administrator, supporting the chapter with all communications, website updates and the chapter’s customer relationship management system. She has also served as the social media chair for the last six months and the Media Relations and Sponsorships Chair in previous years.

Her new position begins December 1.

Bio

Jay Ell Alexander is motivated by her passion for sparking a change in the minds and bodies of others through her entrepreneurial spirit. As owner and CEO of The Vaughn Strategy, a branding and public relations firm and Black Girls RUN!, a national running organization, she leads a powerful movement that has resonated with a huge audience. She also serves as the Executive Director of the Black Girls RUN! Foundation, BGR! Junior and her and husband co-own, C+J Alexander Investments. Over the last decade, she has established herself as a communications professional with a true commitment to community engagement through her passion for health and fitness.

Black Girls RUN! has helped shift the consciousness of culture for over 250,000 African American women, encouraging them to adopt a healthy, active lifestyle through running, movement and community. It has also transformed the running community and aided in the diversification and increased participation in the sport of endurance distance running. Alexander has received national and international notoriety since the start of her tenure including partnerships with Saucony, Ford, Facebook, Brooks Running, REI, Fleet Feet and media coverage with Oprah Winfrey, NBC News, Good Morning America, ESSENCE and Ebony Magazine.

A native of Norfolk, Va., Mrs. Alexander received her Communications degree from George Mason University and her Master’s degree in Strategic Public Relations from Virginia Commonwealth University. She is also a graduate of the University of Notre Dame Mendoza College of Business Nonprofit Executive Leadership program and a Certified Run Coach.

She is a member of Alpha Kappa Alpha Sorority, Inc. and the Public Relations Society of America (PRSA) Richmond chapter. She serves a variety of community boards, including Gatorade Women’s Advisory Board, Sports Backers DEI Advisory Board and PRSA Richmond. She has completed 2 marathons and 16 half marathons. She is an author of a self-published children’s book to support new mothers in their motherhood journey. She has been recognized by iPower Richmond 30 under 30, George Mason University Black Alumni’s 40 Under 40 and was the 2015 Rising Star by PRSA Richmond.

Jay Ell and her husband Christopher celebrated their ten year wedding anniversary this year and they are the proud parents of 4-year-old, Chris, Jr. and 18 month old daughter, Jaycee. They are also proud pup parents to an 8-year-old black Lab, named Luna.

Member Spotlight: Jason Lee

• Can you tell us a bit about yourself and your current position?

  • I’m Jason Lee, Marketing Manager with the Greater Richmond Partnership (GRP). I began working with GRP as an intern. In my current role, I manage brand communications with an emphasis on local media relations, as well as, GRP’s marketing collateral.

• Where are you from? Where did you go to school?

  • I grew up in Northern Virginia where I lived until I moved to Richmond to attend Virginia Commonwealth University (VCU). At VCU, I earned a degree in Integrated Marketing Communications and a minor in Italian Studies. After graduating, I attended Rowan University in New Jersey to attain a master’s degree in strategic communications.

• How long have you been in PR?

  • I’ve worked in public relations since graduating from Rowan University in 2021. My position with GRP allows me to hone the skills I learned while being a member of PRSA Richmond allows me to continue learning.

• Can you share why you decided to join PRSA Richmond?

• • My decision to join PRSA Richmond was quick and simple. I knew I wanted to be more involved in the local community of practitioners and PRSA Richmond was among the best ways to do so. Since joining PRSA Richmond, I have become even more involved with the chapter by joining the DEI Committee and I look forward to immersing myself with the chapter even further.

• When you’re not working, what are some of your hobbies or things you are passionate about?

• • Outside of work, I’m passionate about reading, running, listening to my favourite music (Lady Gaga) and spending time with my partner and family (kittens included).

• What’s your favourite local restaurant or hangout spot?

  • One of my favourite local restaurants is Buttermilk & Honey. You can’t go wrong with chicken tenders and French fries!

October President’s Message

While I’m somber that my tenure is winding down, I’m recharged that our chapter leadership is committed to finishing out the year strong. Whether you want to enhance your skills, expand your network, or make your mark, we have something in store for you.

Strategies and Tactics: First, I’m ecstatic that our DEI Committee garnered a full-page article in our industry newsletter. This feature is more than just having our name etched in “stone.” This article shows who we are as practitioners, commits to our values, and it is an outcome of our robust DEI plan. This is the type of full-circle moment that any chapter’s strategic plans could only hope for.

Mic Drop: Would you like PRSA to host a meeting without walls? Rotating meetings in Goochland? Evening seminars? Breakfast chats? Grab the “mic” and tell us exactly how you feel in the 2023 membership survey.

Your answers will help us strategically plan programs and offerings based on your needs. In case voicing your opinion isn’t enough, we invite you to take the survey for a chance to win one of two $50 Amazon gift cards.

Give Back and Help Out:  This year, I charged our board to think outside of the box to offer events and opportunities to connect members in various formats. In answering that call, we have signed up for our second volunteer opportunity. On Tuesday, October 24, I invite you to join us as we work shoulder-to-shoulder at the Chesterfield Food Bank Outreach Center.

Open Your Hearts … and Your Wallets: Pablo Picasso said, “The meaning of life is to find your gift. The purpose of life is to give it away.”

Each year, the Richmond PR Foundation – the nonprofit arm of PRSA Richmond – awards several scholarships to area college students pursuing careers in public relations. Now that we have found our gifts as public relations practitioners, I hope you’ll find it in your wallets to give back to our next wave of professionals. The scholarships will be awarded at our luncheon in November.

Last word: As we continue our journey as a chapter, I couldn’t be prouder to serve as your president. If you have any innovative ideas or suggestions, please contact me at president(at)prsarichmond(dot)org.

With appreciation + everything pumpkin spice,

Taya M. Jarman, APR
PRSA Richmond President

September President’s Message

Welcome back from our summer hiatus. It seems like before I could unpack my beach bag, we were off and running again!

Leadership and Labor Day: I hope you all enjoyed Labor Day, recognizing our American workforce. Speaking of workers, earlier this summer, our website administrator, Jenny Pedraza, APR, announced her resignation to focus on her independent communications practice. As past chapter president, Jenny has served in many board positions for our chapter. Since 2015, she has graciously served as our chapter’s web administrator. During her tenure, she spearheaded bringing our chapter into the 21st century. She led the chapter in adopting a web-based CRM, created our monthly newsletters, maintained consistent website updates, sent email blasts and managed our event registrations. Jenny’s continuity allowed PRSA Richmond to remain sharp year after year. She has been an integral part of our team. Her hard work, commitment, expertise, and around-the-clock service has been truly invaluable to both our members and the organization.

Chapter Management: This summer, several past presidents, the executive board, and the Board of Directors worked tirelessly to provide thoughtful recommendations to replace our website administrator position and outline the chapter’s management. With the help of our dedicated team, we launched a request for proposal for consultant services to support the chapter’s administration, digital management – including website, and member communications. If you or someone on your team is interested, please pass this along.

Fall in Line: When we weren’t looking through bylaws, handbooks, and strategic plans, our board planned a busy slate of activities to enrich your member experience. We will kick off this season, with learning about PR and LEGO. Then we will host our fall happy hour on Thursday, September 14th at 6 p.m. at Tazza Kitchen.

Last word: If you have any innovative ideas or are interested in serving on our board, please contact me at president(at)prsarichmond(dot)org.

With grit + commitment,
Taya M. Jarman, APR
PRSA Richmond President

June President’s Message

With “childhood – waiting to jump in the pool” excitement, I am looking forward to summer. Before the end of the season bell rings, here are a few announcements and events to note.

And the Winner Is…

We will host the 76th Virginia PR Awards at the exhilarating Dominion Energy Center on Wednesday, June 7, at 5:30 p.m.!

Every year, I’m excited to celebrate my peers as they are recognized for their hard work and ingenuity. For our industry, these awards are our PRprom, Grammys, Emmys, and Oscars rolled into one.

Picture this: 200+ of your closest colleagues on stage, ceiling lights twinkling, and your friends are roaring with excitement from hearing their campaigns win. Trust me. You don’t want to miss it.

We all Scream for Ice Cream: Just before you turn on your “out of office” message, please join us for a fun season-closing luncheon on June 29th.

Summer Reading: Over the next few months, I challenge you to take one professional development course or program. As a PRSA member, there are several webinars, workshops, and on-demand sessions to keep you sharp.

That’s it. I hope you take some time off to relax and recharge for our next season. Enjoy your break.

With bated breath + sunscreen,
Taya M. Jarman, APR
PRSA Richmond President

Member Spotlight: Vanessa Copeland

Can you tell us a bit about yourself and your current position?

I’ve been a communicator ever since I could remember. I love all things reading, writing, performance, food and karaoke! 🙂

At VCU Massey Cancer Center, I am an assistant director of communications and digital marketing. I work with an amazing team of communicators and colleagues within VCU and the VCU Health System.

Where are you from? Where did you go to school?

I am from Hampton, Virginia but have lived in Richmond since 1998, so it’s my home. I proudly earned two degrees from VCU: a bachelor’s in radio/television broadcasting in 2002 and a master’s in strategic public relations in 2013.

How long have you been in PR?

I’ve been in PR for 16 years. After working in broadcasting for nearly seven years I burned out mentally and physically. Then, I shifted to PR and marketing shortly before I started a family. Looking back, it was the best career decision I ever made!

Can you share why you decided to join PRSA Richmond?

I joined PRSA Richmond to meet and reconnect with practitioners and to keep my skills sharp. I’ve seen from afar how much PRSA Richmond has grown in its membership and leadership. I like the diversity and representation both from the DEI and career perspectives.

When you’re not working, what are some of your hobbies or things you are passionate about?

I spend a lot of time with my husband and two kids doing what families do. When I’m not with them, I enjoy a nice dinner, drinks – and karaoke! – with friends. 🙂

What’s your Favourite local restaurant or hangout spot?

That’s a tough one! Richmond has so many cool restaurants and I’m down to try many of them. If I have to pick, I’ll go with Shyndigz! My grad school peeps introduced me to that heavenly place, and I love (eating) sharing their salted chocolate caramel cake with family who live out of town!

Would you like to be featured in a Member profile? Contact Membership Chair Kenita B. Matthews, APR, at [email protected].

May President’s Message

This year, my goal has been to find and solidify our value-add. With innovative programs and opportunities, we’re creating more valuable moments to help you bridge connections.

After COVID, I’ve noticed some of us are swapping professional relationships and connections for science and strategy.

I get it.

Sometimes, focusing on RPIE, ROPE, SWOT, PESO, or other strategic models are easier to focus on than pulling away from your screen and inviting a peer to coffee. This month, I challenge you to reconnect or create a new connection. After all, building relationships and connections are the core of our profession.

First up: Career Chat

This month, we are going beyond our JobLink to give advice from a regional PR recruiter. We have invited a powerhouse PR recruiter from PR Talent to tell us what they look for when placing professionals, compensation trends, and how to find your next opportunity. We will also offer free headshots. We know your professional goals and questions are private, so we’ve created a space for you to submit anonymous questions in advance.

Speaking of Careers: PRSA national is hosting a free webinar on May 23 on Online Reputation and how to fix your Google Results, Wikipedia pages, and more.

We Like to Party!

We are joining our advertising and marketing peers for the second ONE Party. We will catch up and rub elbows with the Advertising Club of Richmond and the American Marketing Association (AMA) Richmond at Hardywood Scott’s Addition on Wednesday, May 17.

Speaking of Party: It’s Awards Season

The winners are in, and will be notified this week! Tickets will go on sale May 8. This year, the awards ceremony will be in a new location – the Dominion Energy Center on June 7. We’re anticipating the tickets will sell out for this historic event.

Monthly Innovations

Our sections are busy creating new touchpoints to get you involved with your peers.

• Community Service: It’s essential that the community sees us not just throwing parties and having fun but supporting our neighbors. PRSA has created a DIY volunteer program to create nourishment kits for the Richmond Behavioral Health Authority.

• Spring into Space: As promised, we’ve moved beyond just happy hours and luncheons. We are visiting the Virginia Museum of History and Culture for our nonprofit section networking event.

Last word: We believe that public relations is an essential tool that strengthens our brand and helps us achieve our goals. Please send me a note to share how we can help you achieve your goals at president(at)prsarichmond(dot)org.

With motivation + support,
Taya M. Jarman, APR
PRSA Richmond President

April President’s Message

Can you believe it’s already April?

Spring is my second favorite season (the first is fall). If Starbucks launches a pumpkin spice latte seasonal equivalent to spring, then this will easily become my favorite season. Nonetheless, as we move into the second quarter of 2023, I’m optimistic about our upcoming programs, celebrations, and networking opportunities.

First up: April is for APR

As seasons are changing, this is a great time to think about what’s your next big bloom.

Six years ago, I started the most fulfilling journey to becoming nationally accredited. Just as with any credential, the Accreditation in Public Relations (APR) adds an extra stamp of approval to what you already know and are doing. If you’re on the fence, I encourage you to attend this 45-minute national webinar on the APR process and overview.

People to Know

Over the past few years, many members have joined our chapter. If you haven’t checked out our membership spotlights, I invite you to learn more about your peers and commonalities beyond the LinkedIn highlight reel. Get to know your peers and start networking!

Monthly Innovations

George Patton said, “Don’t tell people how to do things, tell them what to do and let them surprise you.” I’ve been surprised and excited by our monthly innovations.

• Grow Forward, Give Back: Our chapter and industry are only sustainable if there are PRos in line to keep moving the industry forward. This year, the chapter is hosting a Student Connections Week. If you want to share your experience and advice with students, sign up here.

• New Money: The Richmond PR Foundation launched a $1,500 scholarship named after the late Jonah Holland. The scholarship is reserved for public relations students.

• Lean In: We will finish this month at our luncheon. The Martin Agency will lift the curtain to show us the formula for buzz-worthy success with its Cultural Impact Lab. Don’t miss it!

Last word: If you have an innovative idea to improve our chapter, please contact me at president(at)prsarichmond(dot)org.

With lots of Zyrtec + optimism,

Taya M. Jarman, APR
PRSA Richmond President

APR Member Spotlight: Brian Chandler, APR

Can you tell us a bit about yourself and your current position?

As the Founder and CEO of Commonwealth Public Relations, I oversee a full-service firm specializing in PR, marketing, social media, and content development. With clients located throughout Virginia and across the nation, we offer comprehensive services to meet the needs of diverse industries. I’m a former board member of Richmond PRSA and have served on multiple committees. I am currently on the board of the Marine Marketers of America.

Where are you from? Where did you go to school?

I spent my childhood in Dublin, a small town located in the New River Valley of Virginia. In 1997, I earned a Bachelor’s degree in Mass Communications from Emory & Henry College.

How long have you been in PR?

In 1998, I left journalism and joined a public relations firm in Charlotte, North Carolina, which marked the beginning of my career in PR. Following a decade of agency work, I relocated to Richmond in 2008 to become the director of public relations for Virginia Blood Services, which is now the Red Cross. Although I worked in-house for a year, I ultimately returned to agency life, founding Commonwealth PR in 2009.

Can you share why you decided to join PRSA Richmond?

Throughout my career in PR, I have consistently pursued professional development opportunities through various resources. Local PRSA chapters, including PRSA Richmond, have been an exceptional resource for me, providing not only excellent networking opportunities but also a supportive community for partnerships, education, and friendships.

Why did you decide to pursue your APR? Why do you feel it is important for communications and PR professionals?

While In Charlotte, our agency culture emphasized the pursuit of the APR. This designation represents ethical and professional practice, which is crucial for our industry. By obtaining the APR, we have the opportunity to showcase our industry at a higher level of professionalism.

When you’re not working, what are some of your hobbies or things you are passionate about?

I would bet that the majority of my colleagues in Richmond’s PR industry know that I enjoy fishing, both freshwater and saltwater. Aside from that sport, I also enjoy golfing, outdoor activities, and being with my family.

What’s your favourite local restaurant or hangout spot?

In winter, I like to go to TopGolf in Richmond. I usually go there with my friends and sometimes my 10-year-old daughter joins me too. We practice golf, play Angry Birds golf, and also play virtual golf courses from different parts of the world.

Member Spotlight: Caitlin Barbieri

Can you tell us a bit about yourself and your current position?

I moved to Richmond permanently in 2022 after accepting a job with the Virginia Department of Emergency Management (VDEM). The move was an easy decision because I have a lot of friends and family in Richmond, and I love the city.

I am the intergovernmental affairs coordinator at VDEM. In my role, I help oversee the Agency’s legislative priorities and outreach to state legislators. During emergencies, I am the elected official liaison and work with the Joint Information Center (JIC) to make sure state legislators are getting the important information they need to support their communities. Outside of emergencies, I develop informational resources for state legislators and the governor’s office and work with various divisions within VDEM to identify needs and craft legislative solutions.

Where are you from? Where did you go to school?

I grew up in Fairfax County and went to college at VCU. At VCU, I studied print and online journalism, which is where my interest in state government first developed.

How long have you been in PR?

I graduated from VCU in 2018 and got a communications job with an emergency management and homeland security contracting firm. In that role, I was supporting VDEM’s legislative priorities as a contractor, and I worked with VDEM for two years before joining the Agency full time in 2022.

Can you share why you decided to join PRSA Richmond?

In college, I really enjoyed being a part of the Society of Professional Journalists (SPJ). When I got the opportunity to join PRSSA with some of my co-workers, I was excited to be a part of a similar organization. I really appreciate the community and connections that are offered by professional societies and learning from other professionals in the field.

When you’re not working, what are some of your hobbies or things you are passionate about?

At home, I have more than 60 house plants that I try my best to keep alive. I got into house plants in 2019 with a Money Tree, and my collection quickly grew from there. I love getting new plants and learning about their unique needs. I will often propagate my plants and gift the propagations to family and friends.

What’s your favourite local restaurant or hangout spot?

My go-to spots are Liberty Public House and Cobra Cabana. Liberty Public House is my favourite brunch in Richmond, and the tofu wings at Cobra Cabana are fantastic. I always want to explore different restaurants around Richmond and try out new foods.

Would you like to be featured in a Member profile? Contact Membership Chair Kenita B. Matthews, APR, at [email protected].

March President’s Message

Happy March!

It seems that Punxsutawney Phil (groundhog) missed the mark this year. As we grapple with whether Phil informed the chirping birds and budding plants, here are a few things we can count on!

First up: It’s awards season!

During our January luncheon, we gave away three award submissions. If you missed the freebie, it’s not too late to save a buck on submitting an entry. If you haven’t started working on your entry for the Virginia PR Awards, you have just under a week to meet the first deadline (March 6). The final deadline is March 31.

I’m not only excited to celebrate your accomplishments but I’m thrilled that we will host our awards in a new location on June 7th at the Dominion Energy Center.

Monthly Innovations

As I mentioned in January, I’ve challenged the board to think outside the box and improve value for our members. I’m proud to say that we are stepping up to the plate.

• This month, we are hosting a Government Section event – “Networking at Nine.” In my former life, I worked for the Virginia state government for 15 years. I’m thrilled we are finally hosting small group activities targeting government professionals. This is a simple meeting – no agenda, no presentation, just a safe space to build connections with like-minded professionals who understand limited budgets and FIOA requests.

• Understanding the Monsters under the Bed: We are also hosting a session to help us understand how to work with and appreciate the AI technology – ChatGPT that has us up at night.

• Last word: We will finish this month out at our luncheon, which will explain why I write my monthly messages using bold headers and small paragraphs. The session will help us understand Axios: Smart Brevity Writing Techniques.

Worth a Thousand Violations 

Our chapter Ethics Officer Jennifer Guild, APR wrote a timely piece on the implication of using stock photos. Its a 2.5-minute read. Check it out here.

What’s In It For Me? If you are interested in having a seat at the table, please join one of our committees. If you have an innovative idea to improve our chapter, please contact me at president(at)prsarichmond(dot)org.

Wishing you good luck + fair work,

Taya M. Jarman, APR
PRSA Richmond President

February President’s Message

In January, we welcomed 21 new members to our chapter. We also launched a new sponsorship package allowing more options to promote brands and projects.

Here are our February “Innovative Moments” (updates and programs you’ll want to attend):

On Your Mark, Get Set, Go!

Now that we are slowly adjusting to life with COVID, we are returning to normal. That means, our spring awards cycle is back on track. The sit-down ceremony-style awards will be held on Wednesday, June 7, at the Dominion Energy Center. We invite you to gather your best campaigns and projects from last year and go!

Lift Every Voice

Every February, we observe Black History Month. We have and will continue our work to create an inclusive and diverse chapter. Several years ago, PRSA Richmond embraced a robust diversity and inclusion plan. I’m happy to share that over the past year, we have:

• Renamed the chapter’s highest career achievement award to the Excellence in Public Relations Award

• Intentionally created a diverse (race, sexual orientation, career placement, PRSA leadership) board

• Hosted sessions on DE&I best practices and industry standards

• Continued to serve as state representatives on the National DE&I Committee, providing input and guidance for other chapters.

This month, we will host Richmond Region Tourism for “BLK RVA: Promoting and Celebrating the Black Experience Year-Round.”

Strategies & Tactics Highlight

If you’re still on the fence about remote work, in-person, or hybrid work schedules, here’s an article to help get you over the hump.

PRSA Leadership

Are you interested in being a leader in PRSA? Please register for the FREE 2023 QuickStart Leadership Conference on Friday, Feb. 3, 2023, from 9 a.m. – noon (Eastern Time).

This year’s conference will feature a keynote speaker and breakout sessions, allowing you to network with peers across both districts while learning best practices and ideas on topics and trends for 2023.

As always, if you are interested in having a seat at the table, please join one of our committees. If you have an innovative idea to improve our chapter, please contact me at president(at)prsarichmond.org.

With optimism + perseverance,

Taya M. Jarman, APR
PRSA Richmond President

Member Spotlight: Cherika Ruffin

Can you tell us a bit about yourself and your current position?

I’m the program manager for RideFinders, a division of GRTC Transit. In my position, I oversee the content development, management and engagement of our social media platforms and website, external communications with vendors, assisting in strategic communications and partnerships and delivering employer-based and public-facing materials and campaigns. I also serve on the PRSA Richmond board of directors as the public service chair.

Where are you from? Where did you go to school?

I’m a local lady – born and reared in Richmond, VA, and a product of Richmond Public Schools.

I graduated Summa Cum Laude with a Bachelor of Arts degree in Mass Communications from Shaw University.

I earned a master’s degree in communication from Purdue University and taught an undergraduate public speaking class (known as Com 114) during my tenure.

How long have you been in PR?

Over 20 years! Before my time at RideFinders, I was a marketing specialist with the local Girl Scout council which started my career in PR.

Can you share why you decided to join PRSA Richmond?

I’ve been a member since 2006. I joined PRSA Richmond after joining RideFinders. I knew the importance of surrounding myself with like-minded individuals to improve my skillset and learn best practices that can transfer across disciplines.

When you’re not working, what are some of your hobbies or things you are passionate about?

Some of my hobbies include watching (and sometimes playing) tennis, volunteering in the community, being a helicopter mom to my 17-year-old daughter, using decorative planning with stickers because I’m still a paper and pen girl – #plannergirl and #stickerobsessed, and being obsessed with true crime television shows on Oxygen and Investigation Discovery (ID).

What’s your Favourite local restaurant or hangout spot?

I’m a known shopaholic! My favourite hangout spots involve retail therapy.

Would you like to be featured in a Member profile? Contact Membership Chair Kenita B. Matthews, APR, at [email protected].

Member Profile: Emily Tompkins

Emily Tompkins

Health Communications Coordinator

Division of Student Affairs

Virginia Commonwealth University

Can you tell us a bit about yourself and your current position?

I’m Health Communications Coordinator for VCU Division of Student Affairs. My job is to communicate health and well-being info to students through print and digital media. I write copy, create graphic designs and illustrations, and assign work to our team of student artists.

Where are you from? Where did you go to school?

I’m from NoVA but came here to VCU for college in 2011 and never left (neither the city nor the college!)

How long have you been in PR?

I graduated VCU with a Communication Arts degree in 2015. I’ve been at this job since 2016, but just started full-time in January 2022.

Can you share why you decided to join PRSA Richmond?

My supervisor, Connie Kottmann, said it was a great way to get connected in the community.

When you’re not working, what are some of your hobbies or things you are passionate about?

I like to create my own personal artwork and writing. I love to sing and play music, and I’m pretty into Minecraft too. Also I’m learning bookbinding!

What’s your favourite local restaurant or hangout spot?

I live in the Fan, and I love to walk to that cute little row of shops on Strawberry St.

Would you like to be featured in a Member profile? Contact Membership Chair Kenita B. Matthews, APR, at [email protected].

January President’s Message

Happy New Year!

As we crawl out of the “Holidays – New Year” laze, I am recharged and ready to take on the year. I am thankful that our past president and board members laid a steady foundation and finished 2022 off strong. I approach this year with great expectations and excitement that we will maintain our chapter’s momentum.

What to expect: My theme this year is “Curious Innovation.” After an energetic board meeting in December, our board is charged and ready to approach our offerings with fresh eyes and innovative solutions. We will make decisions based on your feedback and survey results and not rest on our strong foundation or past preferences.

We will maintain our strong programming and present new ways to stay connected such as “Coffee Chats,” committee lunch meetings, and shared networking experiences.

The Big Picture: Based on survey results and conversations with other chapters, PRSA Richmond has an excellent reputation. My commitment to our board, committee chairs, and membership is to affirm our position as innovative communicators, public relations thought leaders, and local knowledge sources. We will think outside the box to partner with our peers and enhance our chapter’s value-add.

Getting more: If you are interested in helping grow your network, increasing resume experiences, and volunteering, please consider serving on a committee.

While my formal title is chapter president, my real job is to listen and amplify your voices. If you want to share feedback or suggestions, contact me at president(at)prsarichmond.org.

Looking forward: I look forward to working with you as we reset our strategies and focus on PRSA23. Here’s to our chapter’s next chapter!

With gratitude + spark,

Taya M. Jarman, APR
2023 PRSA Richmond President

Get to Know our Members: Meet Martha Miller

Can you tell us a bit about yourself and your current position?

I am the Community Engagement Manager for the Town of Ashland, Virginia. In this role, my work falls into two main focus areas: civic engagement and tourism marketing. In the former, I am working to improve communication between the Town and our residents, and especially to increase outreach to all facets of our community and minimize barriers to their involvement. In the latter, I seek out opportunities to market Ashland to potential visitors and improve the visitor experience. Tourism in Ashland is a rapidly growing sector of our local economy, and I look forward to that trend continuing, especially as The Fall Line Trail and other projects come to fruition in the coming years.

Where are you from? Where did you go to school?

I am originally from West Virginia, but my family moved to Ashland when I was 12 years old, so I consider it my hometown. I have a BA in Corporate Communications from James Madison University and a MA in Writing from Johns Hopkins University.

How long have you been in PR?

I have worked in PR in some form or fashion for 16 years.

Can you share why you decided to join PRSA Richmond?

Networking opportunities as well as access to trainings, etc. So much has changed in this industry since I graduated from college, so it’s important for me to stay up to date on the latest thinking and tools.

When you’re not working, what are some of your hobbies or things you are passionate about?

Hiking or being outdoors with my husband and our two boys.

One last question: What’s your favourite local restaurant?

Here in Ashland, The Caboose Market & Cafe is our go-to. The owner, Ian Kirkland, was one of the first “visionaries” that took a chance on Ashland’s historic downtown many years ago when there were still many shuttered storefronts. His consistent attention to customer service, care for this community, and high-quality farm-to-table cuisine has made a huge difference in further elevating the dining scene here.

Would you like to be featured in a Member Spotlight? Contact Membership Chair Abby Kittrell at [email protected].

Get to Know our Members: Meet Dana Roberts

Can you tell us a bit about yourself and your current position?

I currently serve as a marketing specialist for Brown Edwards Certified Public Accountants. I have over twenty years’ experience in communications, public relations, and marketing. My most recent accomplishment during the COVID pandemic included earning the designations of Certified Digital Marketing Professional and Professional Certified Marketer (CDMP, PCM).

Where are you from? Where did you go to school?

I am from Henrico County, VA. I graduated from Hermitage High School and Virginia Tech. GO HOKIES!!

Can you share why you decided to join PRSA Richmond?

Making time in my schedule for professional development has always been a personal goal of mine.  A colleague recommended I attend a monthly session and I immediately decided to join PRSA afterwards. I am looking forward to meeting other professionals and increasing my industry knowledge.

What does public relations mean to you?


Public relations professionals interpret the brand’s story for public understanding and action.

Can you share the best career advice you’ve received?

Don’t be scared to try something new – you will never succeed if you don’t try.

When you’re not working, what are some of your hobbies or things you are passionate about?

I love to walk. I gave myself a personal challenge to walk 1,000 miles in 2021 and I beat that goal! It was such an accomplishment that I set another goal for 2022.  I am a dog lover and enjoy all the dog lover memes on social media. I also enjoy being outdoors and live on the water in a river cottage.

One last question: What’s your favorite restaurant in RVA?

Richmond is such a foodie place – a few of my favourites include Tazza Kitchen, Stella’s, and The Grill at Patterson and Libbie.

Would you like to be featured in a Member Spotlight? Contact Membership Chair Abby Kittrell at [email protected].

Women PR Leaders Share Their Wisdom

Every March, our country takes time to honour the incredible contributions of women from the past and present as part of Women’s History Month.

This year, I’m excited to share wisdom from some of the influential women communicators in our region.

I asked leaders connected to PRSA Richmond and the Richmond PR Foundation to share their insights for achieving a fulfilling career and what tips they have for the next generation of women leaders. Their advice, which is compiled below, inspires, educates and uplifts – and is proof that you have a community rooting for your success.

I’m thankful for these women – and so many more – for helping foster a region where the public relations industry is thriving. This month and beyond, we celebrate you.

Happy Women’s History Month!

• Cameron McPherson, APR

Cameron McPherson, APR is president of the Richmond PR Foundation, the philanthropic arm of PRSA Richmond. Donations to the Foundation are tax-deductible and support the Foundation’s four annual scholarships to area college students, as well as APR certification costs.

Diana Miller, APR, 2022 PRSA Richmond President

One of the things I wish I would have known at the beginning of my career is that there is no straight path. You have to be open to unexpected opportunities, take chances and be open minded. Something else that is extremely valuable is developing a network of mentors – not one mentor, but several. In various industries, across different levels of expertise, men and women. Diverse expertise can provide incredibly thoughtful input and guidance for your own path. Last but not least, trust your gut – about opportunities, about people, learn to trust yourself. Be confident in your skills and abilities, speak up and don’t be intimidated in complex situations. You are at the table for a reason!

Felicia Farrar McLemore, APR, 2008 PRSA Richmond President

• Do what you love, and you will never work a day in your life.

• Ask for help. It’s a sign of strength.

• Be accountable. Integrity matters in the workplace and beyond.

• Learn from feedback. It helps you to grow.

• Stay positive. Negativity is exhausting.

• Step outside of your comfort zone. You may find a new passion.

• Be a mentor and get a mentor. Mentoring is rewarding for everyone.

Three pieces of advice a mentor gave me – 1) less is more – put in the right effort, not necessarily more effort; 2) always make time for your health, wellbeing, and resilience; and 3) remember, just because someone is more senior or more confident – or male – doesn’t mean they are right. And, finally as a young woman, I wish I’d embraced what Christopher Robin in Winnie the Pooh said, “You’re braver than you believe, stronger than you seem, and smarter than you think.”

Believe in yourself … always.

Natalie Smith, APR, 2001 PRSA Richmond President and 2021 Excellence in Public Relations Award Recipient

Get to know yourself really well so you understand the unique talents you bring to the table and the type of work environment in which you are likely to thrive. Pursue your interests – in person, yes, but in your profession, too. Always look for opportunities to learn more and do more. You’d be surprised at how often curiosity leads to the perfect opportunity to grow your career or pivot to a profession that you’re passionate about. The more passion you bring to your career, the more successful and fulfilling it will be.

I am so impressed with the women I see in the workplace who are becoming our next leaders. They are smart, energetic and savvy – and I believe they will drive the change that will lead to more equity and more humanity in the workplace. They likely don’t need my advice. I would simply remind them to reach out to other professionals they respect – both women and men, at any level – to explore what’s next in their profession, in the workplace and in the world in general. Having a professional cohort that you can turn to when you need advice or want to explore an idea is invaluable. And to steal a line from Tim McGraw, when you get where you’re going, don’t stop. Turn back around and help the next one in line. Don’t ever underestimate the impact that a few minutes of time can mean to others who are growing their careers.

Jenny Pedraza, APR 2014 PRSA Richmond President and Chapter Website Administrator

No career is a linear path, and there isn’t just one way to be successful. You will reinvent yourself many times throughout your career, and your interests and skills will grow and adapt as you do. Bring your whole, authentic self to work each day, and seek out opportunities, projects and colleagues that bring out the best in you and make you feel proud of the work you’re doing.

Hannah Robinson, 2021 PRSA Richmond Rising Star and Board Member

At 25, I’m still in the messy process of cultivating (what I hope to be) a successful and fulfilling career. And although I have a long way to go, I think the most important thing for me is to define the terms success and fulfilment. Those two words can mean wildly different things based on who you speak to. And for me, they have less to do with the accolades and big hits. It’s about how my work impacts those around me, and how I feel when the day is done. No matter what I accomplish in this life whether professionally or personally, I’m always careful to focus on how I show up for those around me. I’m constantly asking myself: Am I holding space for diverse voices and experiences? Am I prioritizing learning over ego? Am I asking questions? And, most importantly, am I making the younger (past) and older (future) versions of myself proud? If the answer is yes, then I’ve done my job and I’ve done it well.

I would tell the next generation of women leaders to find strength in one another. From the start, we are taught to see other women as competition – that there isn’t enough (insert anything) to go around. That we can only find success at the expense of other women. And in my experience, that is the furthest thing from the truth. Looking back on my life, it was the women who held me together at my weakest. It was the grandmothers, sisters, coworkers and bosses that taught me the most about life and myself. Women are deeply multifaceted and dynamic and I’m a firm believer that empowered women empower women.

There hasn’t been anything as meaningful or life-changing for me as being in community with other women. I’d tell the next generation to seek out mentorship opportunities with women they feel aligned with. Invest in other women – hold space for them and see how quickly their life changes for the better.

Marian G. Mahon, 1975-76 Richmond Public Relations Association President

Whatever field you’re in – really like that field and learn all there is to learn. Whatever you’re doing, know it inside and out. Take advantage of every opportunity for education. Try new things.

Beth Hardy, APR, 2005 PRSA Richmond President and 2018 Excellence in Public Relations Award Recipient

My advice for achieving a successful and fulfilling career is to set specific goals and work towards them, with a plan. Think ahead about what you want to be doing and where you want to be in five years, and map out how to get there. My plan included making contacts in the industry. The biggest impact on my career, hands down, has been my involvement in PRSA. The networking is invaluable to me. I sought out a leadership position in the organization; that exposed me to other people and contacts, and enhanced my work opportunities.

Fulfillment for me was not only meeting and exceeding my professional goals, but also being happy in my work. It is important to find the things that feed your soul and include them, either in your work or as a hobby. For me, that included having a job that would allow me to be home for my kids when they were young and it led to me leaving the corporate world and starting my own consultancy. I was pragmatic though; I waited until we were in a financial position that allowed me to pursue my own business without the added stress of needing a second income to pay the bills. It all worked out.

Now is a very exciting time for women in the workplace. I believe women are strong leaders and more active champions of diversity, equity, and inclusion because of our own history and achievements in the workplace. Specific tips I would give are to work hard, be honest, assert yourself, and don’t take any crap from anyone. The older I get, the less I care about what people think of me as long as I’m living my truth. Be authentic. Be kind. And have fun!

Nina Sims, Former PRSA Richmond Board Member

I believe the community experiences outside of my professional roles have strengthened my career. Expand your perspective by listening to leaders from a range of industries. Make your work relevant in terms of technology and content. And remain open to lifelong learning – especially in communications roles where there’s something new with every sunrise it seems! I’ve had the incredible opportunity to mentor many young communicators. I share with them to find their passions and build a career there! It makes your work more meaningful. It also gives you inspiration and energy to pour the very best of you into everyday tasks and big projects.

Kelsey Leavey, Former PRSA Richmond Board Member

I think that simply treating people with respect and helping others have what they need to succeed are critical to achieving career success/a fulfilling career. Sure, there are people who go far in their careers without doing either of those things, but at the end of the day, are you going to be happy/fulfilled if you got to the top by putting down others?

In my own career, I’ve had the good fortune of working with some of the nicest (and smartest) people, and not only am I where I am today because of how kind they were to me, but they’re also thriving in their own careers because of how they treated me and others. As someone who has now moved into a more senior position, I know that I am most fulfilled in my career when I am helping my colleagues succeed and do their best work.

My advice to the next generation of women leaders is to approach every interaction you have in the workplace with confidence and really believe in yourself. You’ve gotten to where you are today because of your abilities, knowledge and talents; and you’ll go far if you can remind yourself and others of that. We’re all out there kind of faking it until we make it (not just women), but as communications and public relations professionals, there is a lot of power in confidently communicating your ideas and perspectives.

Lindsay O’Bar, APR, 2021 PRSA Richmond President

Seize the opportunities that come your way. If something sounds interesting or exciting – even if it’s a stretch for you – go for it. Find a mentor, do your research and you’ll find a way. You’re capable of so much more than you realize.

See the women you’re working alongside as your collaborators, not your competitors. Do what you can to support them and accept their support when it’s offered and needed. We’re all in this together and we can do so much more when we’re working together.

Shana Meganck, Ph.D., PRSA Richmond member

My dad always told me that when you’re doing something you love, it doesn’t feel like work. I think this important to think about when you’re choosing a career. It is hard to find something that you truly love every single day, but if you can discover something that you are passionate about and find a way to incorporate that into your career then that is a strong foundation for not only a fulfilling career, but a fulfilling life. It might just be one client, one project, a pro bono job, volunteer work you do on the side, or even the lifestyle your job affords you. Regardless, figure it out and use that as your starting place.

Susan Pollard, APR, Fellow PRSA and Richmond PR Foundation Board Member

Have a plan, but don’t be afraid and so focused on following it that you miss out.  I can name numerous instances where I had a career plan, but through a series of unexpected events I was faced with a decision to stay on course or choose a new direction. Happenstance has played a tremendous role in my career, this is just one of many examples. Often I was terrified to take that unexpected leap for a new opportunity that presented itself seemingly out of nowhere, so I jumped scared. As a result, my career path has been filled with once-in-a-lifetime experiences, along with incredible lifelong friendships. My career path has been less conventional by other standards, but I think Robert Frost’s poem The Road Not Taken is best to describe it.  I, similar to Frost, took the road less traveled and it really has made all the difference in my life.  Find your road that will make the difference for you and don’t be afraid to take it, even if it appears by happenstance.

Here are three tips:

• Know What You Don’t Know. If there are things you don’t know in your job, learn them.  Find the people who do know and learn from the experts.

• Be Respectful When Someone Disagrees. Just because someone disagrees with your approach, be respectful.  Become inquisitive and ask them to point out aspects that they don’t like and explain why.  Also, ask for alternative approaches because you just may learn something new.

• Be the Best Team Player Ever. Share your successes with anyone who contributed. Share the credit, celebrate the team, and recognize even the smallest of contributions to the success. The team will benefit.

Saher Randhawa, PRSA Richmond DEI Committee Member

My advice for achieving a successful and fulfilling career is to take risks, play to your strengths, don’t miss opportunities and practice resilience. It takes time to build a long-lasting career, and the people you meet along the way can become some of your greatest friends and professional connections. Don’t worry about what you can’t do, concentrate on what you can do, and always keep learning and growing along the way. Expanding your viewpoint and making moves towards the next step in your career will only help you succeed and motivate you to be a better professional. The tips I would give to the next generation of women leaders is to never compare yourself to others, offer support not criticism to those around you, be of service beyond just your daily job, and at the end of the day ensure you are taking care of yourself. If your battery is depleted, then you won’t be able to give 100% back to your job, your colleagues, employees, organizations, etc. Be patient in your growth and take the time to learn from every role and person along the way. Every job is a stepping stone that has built you up to where you’re at, so be proud of it all and remember to draw from those experiences in the future.

Kemi O. Okeowo, Richmond PR Foundation Board Member

To achieve a successful and fulfilling career I would advise having a plan but also remaining flexible. I always suggest having a firm idea of what you want to achieve, but know that the “how” you achieve it may look different from your plan.

Remember that your value and your worth is not determined by a job or a title.

Jill Lawrence Vaughan, APR, 2007 PRSA Richmond President and Richmond PR Foundation Board Member

Always have a growth mindset! I recently turned 50 and I still get excited to learn new strategies, tactics and technologies in the PR arena, and I have been in the profession since 1994. I still attend PRSA Richmond meetings. Getting my APR as soon as I was eligible helped me soar in my career at a young age. It’s important to feel that “fire in the belly” when working on a PR project. If that’s missing, it may be time for a change. My dad always told me, “if you love your job, it will never feel like work.” That is PR to me.

I think women are natural PR leaders, especially if we lead with a servant heart. Whether helping our organizations, a client, or a nonprofit with no compensation, success happens when we want to do good and make a difference in the world. I also encourage women to mentor younger females in the profession to set them up for success. There are so many rockstar women in PRSA Richmond that I can name who did that for me.

Taya M. Jarman, APR, 2022 PRSA Richmond President-Elect

Set clear goals. Always ask yourself, what’s next? Set out to become the Swiss army knife of your industry. In PR, that would mean being strong in media relations, strategy, evaluation, campaigns, etc. Find what pieces you are missing then take classes or find experiences (serving on nonprofit boards or volunteering) to strengthen your weakness. Imagine yourself in the spaces and tables where you want to sit. After strengthening your Swiss army knife skills, you will have enough experiences and education to propel you forward to a successful career.

For the next generation of women leaders, as you are climbing the ladder to leadership, don’t forget the relationship part of PR. Build personal and professional relationships in the industry. Your professional relationships will share resources and help advocate for you when you’re not in the room. Your personal relationships will encourage and support you when your back is against the wall. Stay connected with your industry by joining and volunteering on committees and with nonprofits. This will expand your network and practice communications in different industries.

Also, when you reach “the top” don’t forget to share your knowledge and pull others up.

Get to Know our Members: Meet Jason Lee of the Greater Richmond Partnership

Can you tell us a bit about yourself and your current position?

I’m a passionate, young professional in the industry kicking off my career as the Marketing Manager for the Greater Richmond Partnership. GRP is the regional economic development organization representing the City of Richmond and the counties of Chesterfield, Hanover and Henrico. Two of my responsibilities as Marketing Manager include creating content for social media and the GRP website and assisting with media relations.

Where are you from? Where did you go to school?

I grew up in Northern Virginia before moving to Richmond to attend Virginia Commonwealth University. Then I moved to Philadelphia to attain my master’s degree in strategic communication from Rowan University and made my way back to Richmond after graduation.

How long have you been in PR?

I studied PR at Rowan University for two years and have been working professionally in PR for about nine months.

Can you share why you decided to join PRSA Richmond?

I planned to join PRSA Richmond after I graduated from Rowan and decided to move back to Virginia. I joined to continue learning about PR and to network and meet new professionals in the industry.

What excites you most about PR and the future of the industry?

What excites me most about the future of PR is learning how to use new channels of communication like up-and-coming social media networks. I like to think technology comes naturally to me as a young professional, but TikTok says otherwise!

What has been your greatest experience or achievement in your career to date?

My greatest experience in my career so far was presenting at the 2019 NIRSA national conference along with my supervisors at the time, Emily Helm and PRSA Richmond Board member Connie Kottmann, APR. We presented on a promotional campaign titled “Every Body Can” that aimed to ensure all VCU Recreational Sports programs were inclusive and accessible to everyone.

When you’re not working, what are some of your hobbies or things you are passionate about?

When I’m not working, I’m most likely reading (currently the Broken Earth trilogy by NK Jemisin), rewatching my favourite shows (just finished Buffy the Vampire Slayer for the 10th time) or running along trails near the James River.

One last question: What’s your favourite restaurant in RVA?

There are so many great restaurants to choose from, but my current favourite is Spice of India. I’m slowly making my way through the menu and have yet to find anything I don’t like!

Would you like to be featured in a Member Spotlight? Contact Membership Chair Abby Kittrell at [email protected].

Spotlight on 2021 Thomas Jefferson Awardee Natalie Smith, APR

Natalie Smith, APR, is the 2021 Thomas Jefferson Awardee for Excellence in Public Relations. She is a senior vice president at Padilla and former PRSA Richmond president. The award recognizes the extraordinary achievement of a seasoned public relations practitioner working in the Greater Richmond metropolitan region.

Describe what receiving the Thomas Jefferson Award means to you.

I am truly honoured – and humbled – to have received the TJ Award. So many of the past recipients are professionals who I look up to and who shaped my view of what constitutes excellence in our profession. This profession, in combination with our other communications partners, has the potential to make life-changing connections across organizations, people and society in general. The TJ’s focus on public service and supporting/mentoring others is particularly important to me, and as a young professional, I learned so much from past TJ recipients about what that looks and feels like. Honestly, joining the ranks of this group is a little overwhelming. I can’t tell you how much it means to me that my colleagues thought enough of my work to nominate me. It’s an honour I’ll never forget.

When you look back on your career, is there a particular highlight or definitive moment that comes to mind? Feel free to share a few.

Great question. There’s not one defining moment I can think of, but rather a series of moments over the years that were firsts or where I felt that work that I was involved in made a difference. My first on-camera interview with then-TV 12 reporter Bill Ogelsby. Involvement in multi-media traffic safety campaigns that contributed to decreasing traffic fatalities in Virginia. Watching my CRT colleagues flawlessly lead a week-long national celebration of the Centennial of Flight. But some of the best moments have been the small moments – like when a client reaches out to thank you for helping them think through the right thing to do in a difficult situation. Or when a client team that you’ve been coaching plans a surprise (virtual) happy hour to tell you how much you’ve helped them grow as a team and individuals. That’s priceless.

We’re sure a number of people look up to you as a mentor. Who do you consider to be your mentor, and why?

I can’t name just one person; I have been fortunate to have learned from many people I respect and admire over the years. From a professional perspective, Kim Farlow pulled me into PRSA and had a big influence on me. The founders of Carter Ryley Thomas – Mark Raper, Brian Ellis and Mike Mulvihill – all taught me how to run a successful, client-focused, people-led business. I consider Mike to be a personal mentor; he always felt that elevating individual strengths vs. fixing perceived flaws elevated engagement and brought better results for the work, the clients and the company. I learned so much from him and have always appreciated his support and friendship.

In your mind, what are the benefits of PRSA Richmond to the Richmond PR community?

PRSA Richmond provides enormous benefits to the professionals in our community and to the community at large. The chapter offers great opportunities to learn more about the profession, provides leadership development opportunities and supports the community in a wide range of ways. From a personal perspective, PRSA introduced me to smart, talented professionals who I was fortunate to learn from and am lucky to call my friends and colleagues. I truly don’t think I would be where I am today without my involvement in PRSA.

What advice would you share with young professionals starting out in the PR industry?

I’m often asked what I think is the most important quality for success in this profession, and my answer has remained consistent: curiosity. The more interest you have in the world and the people in it – especially those with different perspectives – the better the stories you’ll create and the connections you’ll make. Don’t worry that asking questions makes you look uninformed. Questions make you look smart, so ask away. Seek out others who you’d like to learn from at all levels. In my experience, people are generally willing to share what they know about the profession they love to support the next generation of professionals.

Is there anything else you’d like to share?

We are so fortunate to live and work in a metro area that houses so much talent. I’m in awe of the smart, creative and inspiring work I see coming from communications professionals supporting organizations of all types and sizes. Your work does make a difference – and you can’t ask for a better profession than that.