Publicrelations(PR)isacrucialaspectofmodern businessandcommunicationstrategies.Itinvolves managingtherelationshipbetweenanorganization orindividualandthepublic,withtheaimofbuildinga positiveimage,managingreputation,andfosteringeffective communication.Overtheyears,numerousPRleadershave emerged,leavingasignificantimpactontheindustryand shapingitspractices.
Effectivepublicrelations(PR)leaderspossessauniqueset ofskillsandqualitiesthatenablethemtonavigatethe dynamicandchallengingworldofcommunications.
PRleadersareskilledstrategistswhocanseethebigpicture anddevelopcomprehensiveplanstoachieveorganizational goals.TheyunderstandhowPRfitsintotheoverall businessstrategyandcanaligncommunicationeffortswith broaderobjectives.CommunicationliesattheheartofPR, andleadersinthisfieldexcelinbothwrittenandverbal communication.Theycanarticulateideasclearly,convey messageseffectivelytovariousaudiences,andadapttheir communicationstyletodifferentchannelsandplatforms.
PRleadershaveadeepunderstandingofthemedia landscape.Theystayupdatedoncurrentevents,emerging trends,andevolvingplatforms.Theyknowhowtoleverage mediaopportunities,pitchstorieseffectively,andbuild relationshipswithjournaliststosecurepositivecoverage. PRleadersthinkoutsidetheboxandareconstantlyseeking innovativewaystoengageaudiences.
Theyarecreativestorytellerscapableofdeveloping compellingnarrativesthatresonatewiththeirtarget audiences.Theyembracenewtechnologiesandadaptto changingcommunicationtrends.
ThePRlandscapeiseverevolving,andleadersinthisfield mustbeadaptableandresilient.Theyembracechange,stay opentonewideas,andcanquicklyadjusttheirstrategiesto meetevolvingdemands.Theyremaincomposedintheface ofchallengesandaredeterminedtofindsolutions.
Embracingthejourneyoftheleadersintheniche,Insights SuccessshedslightonMostImpressivePRLeaders, MakingWavesintheIndustry,2023.Flipthroughthe pagesandindulgeinthesuccessstoriesthatspotlightthe epitomeofexcellencealongwiththeinnovationsthatthese leadersareempoweringinthedynamicbusinessarena.
HaveaDelightfulRead!
FeaturedPerson
Ashleyisastrategiccommunicatoradeptatbuilding communicationstrategiesandprogramsdesignedtoachieve businessresultssuchastalentacquisition,productivity, retentionanddevelopment.
Lacerca-Allen SeniorVicePresident Compliance
AssociationofInternational CertifiedProfessionalA ccountants(AICPA)and CharteredInstituteof ManagementAccountants® (CIMA)
AimmuneTherapeutics aimmune.com
Cherylismakingcompaniesbetterwithapassionfor excellence,innovationandchangethatinspiresher,everyday
FabianaLacerca-AllenisaC-Suiteexecutivewithextensive experienceinlaw,compliance,riskandcrisismanagementand ESGformorethan30years
Gamestream gamestream.biz
Karenisexperiencedworkinginstart-upsandlarge internationalmatrixorganizationsandcross-functionalteams.
UnderSuzie'sleadership,theorganizationaimstoplayakey roleingettingNorthAmericanseatingmorehealthyfats,less sugar,feelinggreataboutitandlivinghealthierlives
Wayne-Sanderson Farms AshleyRea SeniorManagerof Communication CherylWipper VicePresidentContentand Communications Fabiana KarenSeror CMO TheBetterChocolates thebetterchocolates.com SuzieYorke CEOandCo-founder
Cheryl identified enormous opportunities to transform the learning and product offerings. She led her team to apply a new journey-based learning methodology, new tools, and technologies and implement adaptive and generative AI features.
Havingspentthreedecadesinthemarketingand communicationsindustries,boastingadditional experienceinlearninginnovation,operational effectiveness,efficiency,anddigitaltransformation,Cheryl Wipperhasmadehermark.Shepossessesaunique leadershipattribute,theabilitytoviewherorganizationas anoutsiderwould.Thisperspectivehashelpedherstay aheadofthecurve,developingandimplementingstrategies wellaheadofotherprofessionalassociations.
AstheVicePresident–ContentandCommunicationsat theAssociationofInternationalCertifiedProfessional Accountants(AICPA)andCharteredInstituteof ManagementAccountants®(CIMA),Cherylis passionateaboutmakingcompaniesbetterthrough excellence,innovation,andchange.Cherylhasledher teamstowinmorethan150awardsforinnovationand excellenceacrossgroupssuchastheIABC,PRNews,PR Week,Stevies,MarcomAwards,AssociationforWomenin Communications,PRSA,PRDailyandSABRE.Shehas alsobeennamedaTopWomaninPR.In2022,PRNews namedheranIndustryInnovator
FindoutmoreaboutCheryl'sjourneybelow.
Cherylwasthefirstinherorganizationtorecommendand utilizemarketingautomation,introducecustomer experience,pushdigitalpersonalizationandcustomized communication,developaglobalmasterbrandstrategyand architecture,andapplyenterprisecontentstrategyanda contentsupplychainapproachtolearningandproduct development.Shehadtoconvinceherorganizationeach timetobeanearlyadopterofthesetrends,butsheknew theywouldcatapultthemintomorecompetitivemarketfocusedpositions.
Cherylhasalsosuccessfullyledcriticalcampaignson organizationalchanges,thankstotheearlyadoptionof trends.Throughouthercareer,shehaspushedforchange ratherthanreactedtoit,understandingthatindustriesand businessmodelsinevitablychangeandthatitisbetterto helpshapethefuturethantobeatitsmercy
CherylWipperstartedhercareerinacademics,teaching college-levelEnglishliteraturecourseswithaspecialization inAnglo-SaxonandMiddleEnglish.However,sherealized onedaythathercareerpathwaslimited,andshewould onlytalktoasmallgroupofscholarsthroughouther academiccareer.Thisrealizationinspiredhertoapplythe skillsshelearnedasanacademicinabusinessenvironment.
Shewasanexcellentwriterandastrongcriticalthinker, comfortablepresentinginfrontofaroom,andlovedfinding solutionstocomplexproblems.Oneofhercolleaguesonce said, “If something hard needs to get done, give it to Cheryl.” Cherylfoundthatthebusinessworldwasanideal fitforherbecauseofheracademictraining,notdespiteit. Shewasalwayswillingtoenthusiasticallytackletough questions,impossiblesituations,andthornyissues.
TheAssociationofInternationalCertifiedProfessional Accountants®(theAssociation)isaglobalorganization thatrepresentsbothAICPA®andCIMA®.With689,000 members,students,andengagedprofessionalsin196 countriesandterritories,theAssociationistheworld’s leadingorganizationonpublicandmanagementaccounting issues.
Theyachievethisthroughadvocacy,supportingtheCPA license,theCGMAdesignationandspecializedcredentials, professionaldevelopment,andthoughtleadership.
TheAssociationaimstobuildtrustbyempoweringits membersandengagedprofessionalswithknowledgeand opportunitiestoleadinbroadeningprosperityforamore inclusive,sustainable,andresilientfuture.
Cheryl’steamiscriticaltoachievingtheorganization’s purpose,valueandvision.Shemakessureherteam members,nomattertheirlevel,understandandcanexplain theircontributiontotheorganization.Workthathasa purpose,shebelieves,ismoremeaningfulandrelevantand whenemployeesknowthatandconnecttheirindividual workwithit,theyaremoreengaged,loyalandcommitted toexcellence.
Withsuchanimportantroletotheorganization,Cheryl pushesinnovationconstantly.Neversay“thisistheway we’vealwaysdoneit.”Sheseekstorethinkandreimagine withthegoalofalwaysdeliveringathigherandbetter levels.
Cherylenablesthisapproachintheorganizationthrough establishednormsforbehaviorandculturecenteredaround trust,respect,andstandingupforwhatisright.It encouragesassumingpositiveintent,havingnecessary conversations,andsupportingdiversity,equity,and inclusion.Theirculturevaluesinnovationandcontinuous improvement,whichhasallowedCheryltoleadseveral changessuccessfully Theseestablishednormsfor behaviorandculturehelpthe organizationtomaintaina positiveandproductive workenvironmentthat
encouragesemployeestofeelvaluedandmotivatedto contributetheirbestefforts.
Cherylalsopointsouthowimportantrelationshipsare, especiallyasemployeesmoveuptheladder.She encouragesheremployeestoidentifychampionsthatcan helpthemachieveaudaciousgoals.Champions,she believes,aredifferentfromfriends.Friendsareimportant, ofcourse.Butchampionssupportanindividual’sorteam’s visionandhelpmoveitforwardevenwhenobstacles preventprogress.Shealsoadvocatesformanagingone’s emotionsintheworkplace.Weareallhuman,butbeing abletoremaincalm,focusedandself-observantduring conflictenablesquickerresolution.
Cheryl Wipper started her career in academics, teaching college-level English literature courses with a specialization in Anglo-Saxon and Middle English.
In2020,Cheryltookoverlearningdevelopmentforher organizationandbecameastudentherselftounderstandthe markettheyserveandhaveacustomerview.Cheryl identifiedenormousopportunitiestotransformthelearning andproductofferings.Sheledherteamtoapplyanew journey-basedlearningmethodology,newtools,and technologiesandimplementadaptiveandgenerativeAI features.
Thegrouplaunchedanewlearningdeliverysystemthat provideddeeplyinteractiveandpersonalizedlearning experiences,whichisstillanongoingproject.Cheryl’s understandingofthecomplexityoftheaccountingand financeprofession,alongwithhervisionforinnovative learning,helpedherguideherteamtowardsuccess.
Cherylbelievesthatapositiveworkcultureisessentialfor employeestothrive.Thatisachievedbyenablingthemto sharetheiropinions,andtestandlearnwithoutfearofbeing penalizedfortheirmistakes.Shevaluesdiverse perspectivesandencouragesherteamtospeakout, challengerespectfully,andpushtheboundariesof innovation.
Shebelievesthatthisapproachfostersemployeeswhoare passionateandfulfilledbytheirwork.Cherylalso understandstheimportanceofwork-lifebalanceandhonors heremployees'boundariesbyrarelycontactingthem outsideofworkhours.Shestrivesforawhole-person approachtoleadership,recognizingthatemployeesbring theirwholeselvestowork,anditisvitaltorespectthat.
Cheryl was the first in her organization to utilize marketing automation, introduce customer experience, push digital personalization and customized communication, develop a master brand strategy and architecture, and apply enterprise content strategy and a content supply chain approach to learning and product development. adX
Early in my career, I read a book about learning that defined learning as a “spiral of disequilibrium.” Basically, the theory says, learning is a place of discomfort, and you will be uncomfortable and offbalance until you gain mastery. This resonated with me and I have used it as a measurement of growth ever since.
This commitment to growth led me to continuallyand I still do it- put myself in places of discomfort. I always took the biggest, hardest projects- the projects no one else wanted because it scared them. It scared me too. But if I was going to grow, I had to take them.
About 10 years ago, I attended a leadership retreat where we practiced leadership by working with horses. I hadn’t been near a horse in over 30 years, so I was plenty uncomfortable being around horses. My colleagues picked the smaller horses- the ones they felt they could manage. If you’ve ever been around a horse, you know that horses respond to unspoken authority and leadership. The sense your stance in relation to them and respond to it.
When my turn came, without even thinking, I chose the biggest horse. He a Belgian horse standing around 15-16 hands. And he scared me. But I wanted to test myself. Could I make this horse walk around the pen with me?
Now, you can’t tug on a horse to make it go. You take the rope, and you walk with certainty. That sends the message- follow me. And that’s what I did. At first, he didn’t budge, but then he began to walk. Around the pen we went, my heart thudding in my chest. He followed.
After this was over, the executive of the team I was on came over to me. She said- I watched you choose the scariest horse in here, and it dawned on me, this is what you do at work. You choose the scariest horses.
And indeed, I do. I have led enormous projects that others couldn’t complete- most recently a reorganization that resulted in my leading a team of 244 people. That was a year and a half of discomfort. But at the end of it, I was promoted. It has been just a year and a half since that promotion and I am still building a brand-new team in a zone of discomfort.
CherylWipperrecognizestherapidlychangingnatureof thebusinessworldandtheimpactoftechnological advancementsontheaccountingandfinanceprofession. WiththeadventofgenerativeAI,rolesoncedeemed exclusivetohumansarenowbeingautomated.Whileshe acknowledgesthepotentialbenefitsofsuchtechnology,she alsohighlightstheimportanceofbeingcautiousinits application.
Astheheadofateamthatdevelopscontentforthe accountingprofession,sheencouragesherteamto experimentwithgenerativeAIbutalsotobemindfulofthe risks,ethicalconsiderationsandlegalimplicationsofthis technology.Becauseherteamauthorsmostofthe organization’scontent,sheworkshardtomakesureher teamchampionsandmaintainsitsoriginality,authorityand voice.Afterall,shesays,“Wearespeakingonbehalfofa learnedprofession.Asitssteward,wearetrustedto representitwithauthenticityandaccuracy.”
CherylpredictsgenerativeAIwillbethemostsignificant learning,content,andcreativeoutputdisrupterinthe
comingyears.Severalpossiblescenarioscouldplayout:it couldreplacehumancapabilities,beusedforefficiency gains,ormakehumanuniquenessevenmorevaluable. Cherylbelievesit'sessentialtodrivethechangeratherthan reacttoittostayaheadofthecurve.Andforthatreason, sheadvocatesforthetooltocomplementandinformrather thanreplacehumanoutputs.Herteamwillcontinueto identifygenerativeAI'splaceintheirorganizationanduse ittoenhancehumancapabilitiesandimprovespeedto market.Inotherwords,technologydoesn’thavetobea disruptor.Itcanguideprofessionalstodeliverbetterand moreefficientwork.
Cheryladvisesaspirantswillingtoventureintomodern businesstogetcomfortablewithchange.Shesays, "While others are scared of change, you can remain objective about its impact- and that puts any professional in a place of growth."
"Be willing to hear perspectives different from yours. Being right rarely builds growth. But learning from others and building relationships by wrestling through differences leads to success," Cherylconcludes.
Thefieldofpublicrelations(PR)isadynamicand ever-evolvinglandscape,requiringleaderswho possesstheskillsandvisiontonavigatethe complexitiesoftheindustry.ThePRlandscapeiseverchangingandevolving,becominghighlymultifaceted.The daysofPRandmarketingoperatinginsilos,asseparate organizations,arelonggone.PRisnowhighlyintegrated intotheholisticmarketingstrategy,meaningthatPRteams needtobehighlyskilledintheircommunicationabilities, especiallywhenitcomestobrandstorytellinganddynamic contentcreation.EffectivePRcanhelpbusinessesbuilda positivereputation,increasebrandawarenessand ultimatelydrivebusinesssuccess.
PRprofessionalsplayacrucialroleinguidingbusinessesto developandstrengthentheirbrandidentities,communicate theirvaluesandmissiontothepublic,andbuildmeaningful relationshipswiththeirstakeholders.Byunderstanding theseleadershipstyles,professionalscannavigatethePR landscapewithconfidenceandchartapathtowardssuccess.
In this article, we delve into the strategies and leadership styles that define excellence in the PR landscape. With a focus on transformational leadership, we explore how influential leaders inspire their teams, drive innovation and create meaningful impact in their organizations.
TransformationalPRleadershaveaclearvisionforthe futureoftheirorganizationsandtheindustryasawhole. Theyinspiretheirteamsbypaintingacompellingpictureof thedesiredfuturestateandengagingtheminthejourney towardsthatvision.Byaligningtheirteam'seffortswitha
sharedpurpose,theseleadersfosterasenseofownership andcommitmentamongtheirPRprofessionals.
Transformationalleadersunderstandtheimportanceof nurturinganddevelopingtheirteammembers'skillsand capabilities.Theyprovideopportunitiesforgrowth, encouragecreativityandempowertheirteamstotake ownershipoftheirwork.Byfosteringacultureof continuouslearningandpersonaldevelopment,these leaderscreateamotivatedandhigh-performingPR workforce.
SuccessfulPRleaders recognizetheimportanceof buildingstrongrelationships withstakeholders,including clients,media,influencersand internalteams.Theyprioritizeopenand transparentcommunication,activelylistento stakeholders'needsandconcerns,andseekmutually beneficialoutcomes.Byfosteringtrustandcollaboration, theseleaderscreateasupportiveecosystemthatenhances theirorganization'sreputationanddrivessuccess.
PRleadersunderstandthepowerofcollaborationwithin theirorganizationsandacrossdifferentdisciplines.They facilitatecross-functionalteamwork,encouragingdiverse
perspectivesandexpertisetocometogetherforstrategicPR initiatives.Bybreakingdownsilosandpromoting collaboration,theseleadersharnessthecollective intelligenceoftheirteams,resultingininnovativeand impactfulPRcampaigns.
ThePRlandscapeischaracterizedbyrapidchanges, emergingtrendsandevolvingtechnologies.
TransformationalPRleadersembraceagility,adaptability andawillingnesstoembracechange.Theystayinformed aboutindustryshifts,monitoremergingplatformsand technologiesandproactivelyincorporatenewstrategiesinto theirPRefforts.Bybeingagile,theseleaderscanrespond swiftlytochangingcircumstancesandseizeopportunities fortheirorganizations.
PRleadersareoftenfacedwithchallengingsituationsand crisesthatrequirestrongleadershipandcrisismanagement skills.Transformationalleadersremaincomposedunder pressure,provideclearguidancetotheirteamsand effectivelynavigatecriseswithtransparencyand accountability.Bydemonstratingresilienceandinstilling confidence,theseleadersprotecttheirorganization's reputationandmaintaintrustwithstakeholders.
PRleadersapproachtheirworkwithastrategicmindset, aligningPReffortswithorganizationalgoalsand objectives.Theyconductthoroughresearchandanalysis, identifykeyPRopportunitiesanddevelopcomprehensive strategiestoachievedesiredoutcomes.Bythinking strategically,theseleadersensurethatPRinitiatives contributetotheoverallsuccessoftheirorganizations.
Intheageofdigitalmedia,PRleadersharnessthepowerof dataandanalyticstoinformtheirstrategiesandmeasure theirimpact.Theyleveragedatatounderstandaudience behavior,trackcampaignperformanceandgaininsights
intotheeffectivenessoftheirPRefforts.Byusingdatadriveninsights,theseleadersmakeinformeddecisions, optimizetheirPRstrategiesanddrivecontinuous improvement.
NavigatingthePRlandscaperequirestransformational leadershipthatinspireschange,buildsstrongrelationships, adaptstochangeandappliesstrategicthinking.Looking ahead,thefutureofPRispoisedtoundergofurther transformation.Theriseofartificialintelligence(AI)and automationwillrevolutionizehowPRprofessionalsgather data,analyzetrendsandpersonalizecommunication. Integratedmarketingcommunicationswillbecome increasinglyimportantasPRleadersworkcloselywith otherdepartmentstocreatecohesivebrandnarratives. Additionally,theethicalimplicationsofPRpracticeswill gainprominence,withleadersemphasizingtransparency, authenticityandresponsiblecommunication.Influencer marketingwillcontinuetoshapethePRlandscape,as leadersexplorenewwaystoleveragethepowerof influentialindividualsandbuildgenuineconnectionswith targetaudiences.Overall,PRleadersmustremain adaptable,innovativeandsociallyconscioustothriveinthe evolvinglandscapeofbrandcommunication.
-Muskan Kapoor
Ashley Rea, Senior Manager of Communication
Withadynamicblendofcreativity,passionand strategicthinking,AshleyReahasmadeher markasapublicrelationsleaderinthepoultry industry WithAshleyatthehelmasSeniorManagerof CommunicationatWayne-SandersonFarms,worknever feelslikework,butathrillingadventurefullofpossibilities. JoinmeingettingtoknowAshleyRea,atruerockstarin everysenseoftheword.
WecaughtupwithAshleyandtalkedaboutwhattrulysets herapart.
Below are the highlights of the interview:
Tellusaboutyourself,highlightingyourprofessional tenureandsignificantachievementsintheniche.
IamtheseniormanagerofcommunicationatWayneSandersonFarms,avertically-integratedpoultrycompany withadiverseportfolioofproducts.Asthethirdlargest poultryproducerinthenation,Wayne-SandersonFarms employsmorethan26,000employeesinoperations spanningsevenstates,includingAlabama,Arkansas, Georgia,Louisiana,Mississippi,NorthCarolinaandTexas.
Asaneditorandwriter,thepublicrelationscampaignsI havebeenapivotalcontributortohaveearnedover120 publicrelationsandadvertisingawardsacrossthelocal, state,regionalandinternationallevelsofcompetition, includingawardsbestowedbythePublicRelations AssociationofMississippi,SouthernPublicRelations Federation,AmericanAdvertisingFederationofJackson, Mississippi,AmericanAdvertisingFederationofthe MississippiGulfCoastandtheHermesInternational CreativeAwards.Thisyear,Iwasrecognizedbythe MississippiBusinessJournal's2023Top40Under40list, joining39otheraccomplishedprofessionalsrecognized withinthestate.
In2022,IwasnamedaTopWomaninPublicRelationsby PRNEWSandtheWilliamE."Bud"Kirkpatrick
PractitioneroftheYearbythePineBeltchapterofthe PublicRelationsAssociationofMississippi.Twoyears prior,IwasalsonamedCopywriteroftheYearbythe AmericanAdvertisingFederationoftheMississippiGulf Coast.
Asidefrommydutiesasaneditorandwriter,Iam responsibleforidentifyingandexecutingstrategiesrelated tothecompany'sapproachtomediarelations,corporate communicationandadvertising.Iworkcloselywithmedia organizationstofurtherthelong-terminterestsofWayneSandersonFarmsandthepoultryindustry.In2018,Iwas namedarecipientoftheInternationalProductionand ProcessingExpo's30Under30award,whichisawardedto thenextgenerationofyoungprofessionalswhoworkfor companiesdirectlyinvolvedintheproductionand processingofpoultryandothermeatortheproductionof animalandpoultryfeed.
Inadditiontospearheadingthecompany'scommunication efforts,Iensureadequateinternalcommunicationis maintainedamongstthecompany'smorethan26,000 employeesspanning23processingfacilitiesinsevenstates. IbeganmycareerwithWayne-SandersonFarms,formerly knownasSandersonFarms,in2013asasummerintern beforebeinghiredfull-timeasacommunicationstrainee, apositionIhelduntilbeingpromotedtocommunication managerin2015,managerofcommunicationin2017and seniormanagerofcommunicationin2023.
By implementing a personalized, honest and unique communications strategy, I can ensure that my organization stands out amongst the remainder of the market simply because we take the time to show how and why we care about those we communicate with, regardless of the circumstances.
Enlightenourreadersaboutyoursourceofinspiration toventureintotheindustry.
Growinguponahorsefarm,Iwasalwaysengrossedinthe agriculturalindustry,withmyloveforhorsesbeginningata veryyoungage,evenbeforeIcouldwalk.WhenIwasa baby,myDadhungmybassinetonanailinthebarnwhile hefinishedbuildingit;therefore,youcanreasonablysayI was"raisedinabarn."Iamfascinatedbyagriculture's impactonoursociety,fromfeedingtheworldtoproducing essentialproductsthatmanytakeforgranteddaily
Asayoungpublicrelationsprofessional,IknewIwanted toworkintheagriculturalindustrybecauseIwantedtohelp tellthestoriesoftheunsungheroes,ourfarmersandfood producers,andtocelebratehowtheircontributionsmakeit possibleforpeopleallaroundtheworldtohaveasafe, nutritiousandaffordablefoodsupply.Beinganatural-born communicatorwholovedtospeak,writeandorganize presentations,thepublicrelationsprofessionessentially choseme.Iknewrightawaythatpublicrelationsand communicationwastherightpathformycareer.Ihavenot lookedbacksince,evenafteroveradecadeofworkingin theagricultureandpublicrelationsindustries.
Tellusmoreaboutyourcompanyanditsmissionand vision;howdoesitthrivetowardsenabling advancementsinthedynamicbusinessarena?
AtWayne-SandersonFarms,ourvisionistobetheamazing poultrycompany.Bybeingapartnerofchoiceforour coworkers,farmers,customersandcommunities,we producechickenthatmakesanamazingdifferenceinthe livesofallthatencounterit,whetheritbetheemployee whodependsontheirjobasoneofthelargestemployersin theirruralcommunityorthefarmerwhocanspendtime withhisfamilydailywhileworkingonthefarmand providingfortheirfuturebygrowingasustainableand affordablefoodcrop.
Asthethirdlargestpoultryproducerinthenation,our companythrivesbyembracingcontinuousimprovement suchasidentifyingandimplementingbestpractices, measuringopportunitiesandadoptingaprocess-focused culture.Asacompany,wehaveasenseofurgencyand passionforwhatwedo.
Thisallowsustoengageemployeescreatively,recognize theirsuccessandbuildtrustthroughopenandhonest communication.Thelatteralignswithmyvaluesandvision forpublicrelationsandcommunicationforanyorganization
orcompany,regardlessoftheirsize,industryorunique businessproposition.
Enlightenusonhowyouhaveimpactedtheniche throughyourexpertiseinthemarket.
Goodcommunicatorsandpublicrelationsprofessionals understandthatonlyauthentic,consistentandtransparent communicationwithanorganization'svariouspublicswill makeameaningfulimpactonthesuccessofyour organizationorthemitigationofpotentialrisksthatcould negativelyimpacttheorganization.Therefore,generic, vagueandguardedmessagingrarelyissuccessfulandis quicklyrecognizedforexactlywhatitisinthismodernera ofcitizenjournalismanddiscerningconsumers.
Byimplementingapersonalized,honestandunique communicationsstrategy,Icanensuremyorganization standsoutamongsttheremainderofthemarketsimply becausewetakethetimetoshowhowandwhywecare aboutthosewecommunicatewith,regardlessofthe circumstances.Technology,bestpracticesandpublic relationsstrategiesconstantlyevolvewithspecificniches andmarkets,butstrongrelationships,compellingstories andcandidcommunicationrarelygooutofstyle.
Whatfundamentalsdoyouimplementtodrive bettermentwithinyourorganization'sworkculture?
Asacommunicatorinthepoultryindustry,ourbiggest challengeisengagingaworkforcethatisconstantly changing,spreadacrossasignificantgeographicfootprint andunconnectedfromtypicalworkplacecommunication channelssuchasemailandintranetaccessedprimarilyby employeesworkinginanofficeenvironment.Muchofour workforcedoesnothaveregularaccesstoaphone, computeroremail,sowemustbestrategicandcreative withinternalcommunicationstoensureouremployeesare informedandengagedintheirrolesandwiththe organization.
Withthisgoalinmind,internalcommunicationsstrategies thatdriveimprovementstoworkcultureincludepairing essentialhumanresourcesfunctionssuchaspaystatement access,benefitselectionsandvacationrequestswith companycommunicationstoensureemployeesadoptthe specificcommunicationchannelandareregularlyengaged withthatchannel.
Ifemployeeshavetheopportunitytobeexposedtointernal communicationthattheynormallywouldn'tbeengaged
withhaditnotbeendeliveredthroughachannelthatthey regularlytrustforessentialinformationsuchaspayand benefits,thecompanyleveragesanexistingandengaged audiencethatwillultimatelyrecognizethevalueof strategicandengagingcompanycommunicationbecauseit helpsthembemoresuccessfulandknowledgeableintheir rolesatwork.
Describeindetailthevaluesandtheworkculturethat drivesyourorganization.
TheworkculturethatdrivesWayne-SandersonFarmsisan individualcommitmenttoourcommongoalofmaking chickenamazingbyempoweringeachemployeetoidentify andexecutewhatbeingamazingmeanstothem.
Whethervolunteeringtheirfreetimeatalocalcommunity organizationorhelpingtoidentifyanewrecyclingstrategy forbreakroomfoodwaste,beingamazingstartswithevery oneofourmorethan26,000employees,enablingour companytomakeanamazingcollectivedifferenceforour customers,consumersandcommunities.Ourcompany believesthatindividualcommitmenttoacommongoal generatesconsistentresultsthatmakealastingimpactover timeonanorganizationandthepeoplethatdependonitfor continuedsuccess.
Undeniably,technologyisplayingasignificantrolein almosteverysector.Howareyouleveraging technologicaladvancementstomakeyoursolutions resourceful?
Ascommunicationsandpublicrelationsprofessionals, technologyiskeytosuccessandensuringcommunication solutionsareresourcefulandengagingtoallimpacted audiences.Forexample,eventhemostinspiringand engagingcommunicationswillfailiftheyarenotdelivered intheaudience'spreferredformatfordelivery,and ineffectivetechnologycanevenrenderthecommunications solutionuselessasthemessageneveractuallyreachesits intendedrecipient.
Utilizingartificialintelligenceanddataanalyticstocraft carefullyconsideredcommunicationssolutionshelps eliminaterepetitiveresearchandcampaignevaluations. Italsoallowspublicrelationspractitionerstoleveragethe insightsofmillionsofpublicrelationscampaigns worldwide.Bydeliveringintelligentinsightsandinsightful feedbackonkeywordsandoverallmessagestrategy, artificialintelligenceanddataanalyticshelpuslearnfrom thesuccessesofourpeerswithouteverhavingtopickup
thephone,scheduleameetingorattendanindustry conference.
What,accordingtoyou,couldbethenextsignificant changeinyoursector?Howisyourcompanypreparing tobeapartofthatchange?
Themostsignificantchangeinthepublicrelationssectoris theprevalenceandinfluenceofartificialintelligencein campaigncreation.Thiscomesasnosurprisetomypeersin thesector.Itisapositivechangeasitaddsanotherresource tothealreadyresource-limitedpublicrelationspractitioner's toolbelt.
However,noopportunitycomeswithoutrisk,andthesame canbesaidforblindlytrustingtherecommendationsof artificialintelligencewhencreatingamessagestrategy. Publicrelationspractitionersstillhavetounderstandoneof thebasictenantsofthepublicrelationspracticewhen employingtheinsightsofferedbyartificialintelligence research,andthatistoknowyouraudience.Knowwhen somethingisoutofcharacterforyourbrandororganization andunderstandwhatresonateswellwithyouraudienceand whatdoesn't.Fortunatelyandunfortunately,thereisno substituteforsoundpublicrelationsstrategyandgoodoldfashionedhumanintuition.
Whatwouldyouliketoadvisethebuddingaspirants willingtoventureintothemodernbusinessarena?
Alwaysbewillingtolearn,don'tshyawayfromhardwork andremembertobepatientwithyourcareertrajectory.It willtakeyoumuchlongertogettowhereyouultimately aspiretobeinboththemodernbusinessarenaandthe publicrelationspractice,andthatisokay,despitehowit feelsinthemoment.
Eachstepinthejourneyisessentialwithopportunitiesto learnandgrowforthenextrole.Neverstopgrowing,never bewillingtoacceptmediocrityandensureyoustayone stepaheadofthecuttingedgeinyourindustry,anditwill ultimatelyallpayoffintheend.
Intoday'sdigitalage,whereinformationspreads rapidlyandpublicperceptionholdssignificantvalue, PublicRelations(PR)hasemergedasapowerfultool fororganizationstoshapetheirbrandimageandbuild meaningfulrelationshipswiththeirstakeholders.PRhelps businessesbuildrelationshipswiththeirstakeholders, includingcustomers,investorsandthemedia.
EffectivePRcanhelpbusinessesbuildapositive reputation,increasebrandawarenessandultimatelydrive businesssuccess.PRprofessionalsplayacrucialrolein guidingbusinessestodevelopandstrengthentheirbrand identities,communicatetheirvaluesandmissiontothe public,andbuildmeaningfulrelationshipswiththeir stakeholders.
Withadeepunderstandingofaudiencedynamics,strategic storytellingandeffectivecommunicationstrategies,these leadersaredrivingbrandnarratives,engagingaudiences andshapingpublicopinion.
This article delves into the power of PR and explores the impact and influence of leaders of content and communication in 2023.
Inrecentyears,digitalmediahastransformedthePR landscape.Onlineplatforms,socialmediaanddigital communicationchannelshavebecomeintegralin
disseminatingmessagesandengagingwithaudiences. LeadersinPRhaveembracedthisshift,leveragingdigital toolsandstrategiestoeffectivelyreachandengagewith theirtargetaudience.
ContenthasbecomethecornerstoneofPRstrategies. Leadersofcontentandcommunicationunderstandthe importanceofcraftingcompellingnarrativesthatresonate withtheiraudience.Theydevelopengagingcontentin variousformats,suchasblogposts,articles,videosand socialmediacampaigns,toeffectivelyconveytheirbrand's message.
Effectiveleadersofcontentandcommunicationdeeply understandtheirtargetaudience.Theyconductthorough researchtogaininsightsintoaudiencepreferences,interests andbehavior.Byunderstandingtheiraudience'sneedsand desires,theycantailortheirstorytellingapproachto captivateandengageeffectively.
LeadersinPRrecognizethepowerofauthenticstorytelling. Theydevelopnarrativesthatshowcasetheirbrand'svalues, missionanduniquesellingpoints.Bypresentingan authenticbrandstory,theybuildtrustandcredibilitywith theiraudience,forginglong-lastingrelationships.
In2023,influencermarketingcontinuestobeapowerful PRstrategy.Leadersofcontentandcommunicationidentify influencerswhoalignwiththeirbrand'svaluesandtarget audience.Bycollaboratingwithinfluencers,theytapinto theirfollowers'trustandleveragetheirinfluencetoamplify brandmessagesandincreasebrandawareness.
PRleadersalsoestablishstrategicpartnershipswith relevantorganizations,businessesandmediaoutlets.These partnershipshelpthemreachawideraudience,increase brandexposureandbuildcredibilitythroughassociation withtrustedentities.Collaborativeeffortswithpartners enhancethebrand'svisibilityandstrengthenitsreputation.
Leadersofcontentandcommunicationunderstandthe importanceofproactivecrisismanagement.Theydevelop robustcrisiscommunicationplans,whichinclude anticipatingpotentialrisks,preparingclearmessagingand implementingstrategiestoaddresscrisespromptlyand effectively.Byhandlingcrisestransparentlyandefficiently, theyminimizereputationaldamageandmaintain stakeholdertrust.
PRleadersrecognizethevalueofastrongreputation.They proactivelybuildandprotecttheirbrand'sreputation throughconsistentmessaging,positivemediacoverageand thoughtleadershipinitiatives.Bynurturingapositivebrand image,theyenhancestakeholderperceptionsandestablish theirbrandasatrustedindustryleader.
In2023,leadersofcontentandcommunicationrelyondata andanalyticstoinformtheirPRstrategies.Theyleverage toolsandtechnologiestotrackaudienceengagement, measurecampaignsuccessandidentifyareasfor improvement.Data-driveninsightsenablethemtomake
informeddecisionsandoptimizetheirPReffortsfor maximumimpact.
PRleadersmonitormediacoverage,socialmediamentions andonlineconversationstogainreal-timeinsightsinto publicsentimentandbrandperception.Through comprehensiveanalysis,theycanadapttheirstrategies, addressemergingissuesandcapitalizeonopportunitiesto furtherenhancetheirbrand'sreputation.
ThepowerofPRliesinthehandsofleadersofcontentand communicationwhounderstandthedynamicsoftheeverevolvingmedialandscape.Inthefuture,leadersofcontent andcommunicationinPRwillincreasinglyleverage artificialintelligence(AI)andautomationtechnologies. Thesetoolswillassistinanalyzingdata,monitoringmedia coverageandevengeneratingcontent,allowingPR professionalstofocusmoreonstrategicthinkingand relationship-building.
Whileinfluencermarketinghasbeenprevalent,thefuture willseeashifttowardsmicro-influencers.Theseare individualswithsmaller,highlyengagedaudiencesthat possessnicheexpertiseorinfluenceinspecificareas.PR leaderswillrecognizethevalueofthesemicro-influencers indrivingtargetedreachandbuildingauthenticconnections withnicheaudiences.Therearemanymorepotential contentandcommunicationtoolsassistingPRprofessionals thatwillcontinuetoprevail.
