Vision Statement
Leverage, cultivate and influence relationships with the media, organizations and the community at large to promote brands/ clients in a positive public image, locally, nationally and internationally by implementing a level of creativity where no campaign is too small, no project is impossible and no idea is too crazy.
Started From the Bottom
Va n e s s a A b r o n ’ s C l i m b U p t h e P R L a d d e r
“If Vanessa can’t get it, then it can’t be done.”
That’s the reputation Vanessa Abron has built since entering the public relations industry more than 10 years ago. But believe it or not, a public relations career was something the young professional found zero interest in originally.
“I didn’t necessarily want to go into this field. I was really into the music business,” she admits.
While Vanessa might not have noticed her innate talent, one of her college professors did.
“She really encouraged me to pursue it, but I told her, ‘No, I don’t think so,’” she remembered. “I always knew I would go into some form of marketing, but I was convinced that it wouldn’t be PR.”
After receiving her undergraduate degree, Vanessa went on to pursue a master’s degree in arts management at Columbia College and gained marketing and promotions experience within the music industry.
As a business management major and a mass communications minor at Dillard University, Vanessa was required to take at least one PR class to fulfill her graduation prerequisites, and her professor thought she had a real shot as a PR professional.
“I had the opportunity to work directly with Atlantic Records and Hidden Beach Recordings for a while,” said Vanessa. “However, I later joined the leadership group at a small experiential company called Ch’rewd Marketing and Promotions,” she added. “While I was there, I led grass-roots marketing campaigns for Mercedes Benz, Nike, Interscope Records, Def Jam Recording, Virgin Records and Reebok while also managing the company’s staff.”
Upon receiving her master’s degree in arts management from Columbia College Chicago, the music industry suffered greatly, and a continued career in that area looked grim. As Vanessa continued to search for job opportunities, yet another person suggested she pursue public relations.
along the way. In fact, she was on the team that received the PRSA 2013 Chicago Skyline Award of Excellence for the Aflac Workforces Report Campaign while at Hill + Knowlton Strategies. “Things started to click. I was starting to unveil my talent in securing placements for these companies. That’s when I realized, ‘Hey, I may be kind of good at this,’” she exclaims. “I guess everyone saw something I didn’t.” All of her previous experiences paved the way to her success, providing the foundation she needed to grow to another level. She continued to seek new challenges by sharpening her internal and corporate PR skills, which landed her top positions at Johnson Publishing Company, the home of EBONY and JET magazines and Fashion Fair Cosmetics, and later at Nielsen as the director of communications.
“A friend told me that I should give it a try. Hearing it again, I figured I should look into it deeper,” she says.
That’s when the Chicago-native began searching for jobs and attending networking events related to the field. Before long, she found herself smack dab in the middle of the very profession she initially attempted to avoid. She started landing internships from RJ Dale Advertising Public Relations Agency to Weber Shandwick, and she began soaking up as much knowledge as possible. By the time she made it to Hill + Knowlton Strategies—first as an intern and then as a full-time employee—she had racked up an impressive clientele list that included Aflac, Illinois Lottery, Pringles, Adidas, Kraft South Beach Diet products, the American Optometric Association and Target. Vanessa also received a few awards
Vanessa has fallen in love with the world of PR. She developed her experience in pitching, managing media strategies and cultivating strong local and national coverage. She developed a true passion for building beneficial relationships between some of the most reputable national corporations and the public audiences that followed their brands. Now as an independent public relations consultant, Vanessa is continuing to thrive. Her vibrant personality and interactive work ethic is magnetic, and she’s dedicated to creating positive experiences for all she encounters. “It’s not just about securing a media placement,” Vanessa points out. “I believe in establishing mutually beneficial relationships and positioning the clients and brands I work with in the best light possible to help them reach their intended audience.”
Vanessa Abron’s AR EAS
OF
EXPERT IS E
Dedicated professional offering 10 years of comprehensive public relations experience with an understanding of AP style and marketing plan development; possess writing experience in news features, bylined articles, and press releases Proven media relations expert with the ability to increase media impressions by up to 50% Skilled at building partnerships; proven ability to develop 50-100 new media relationships per year Respected leader and past manager of top-performing, 12-person team Able to expertly assess purpose and value of marketing functions, with keen ability to navigate multiple projects under challenging deadlines; expertise working with multicultural audiences and media Adept at collaborating with executives to develop a strategic vision, and creating and implementing the project plan for seamless execution Successful logistics manager for events ranging from large red carpet celebrity galas to consumer-based cocktail events
References
Darcy Brito
Jason Jordan
Corporate Communications Manager Sports Reporter Aflac Worldwide Headquarters USA Today
I had the pleasure of working with Vanessa while she assisted in managing the Aflac account at Aflac. While working with her, I found her to be a results-driven individual who doesn’t take defeat lying down. She was a true partner who understood the brand, the goal and exceeded expectations and results time and again. However, I enjoyed her spunk and high-energy personality the most. She attacked any project or challenge with a positive attitude until the job was done. She never made excuses and consistently yielded great results.
Janice Gonzalez Board Member Jazz Institute of Chicago
Vanessa Abron’s experience and strategic approach to marketing and PR played an instrumental role in the success of the Jazz Institute of Chicago’s (JIC) annual Jazz Club Tour in 2015. As the JIC’s Marketing & Communications Chair, it was extremely important that this event, an event we used as a metric for future marketing efforts, was well publicized, attended, and attracted new members. Vanessa created a comprehensive marketing strategy that was designed to accommodate the marketing needs and budget of a non-profits organization. A strategy that led to greater attendance, the JIC’s first TV spot, increased media coverage (magazine, online, and social media including blogs), and a staff/board that were happy with the results.
I’m a sportswriter with USA Today. As you can imagine, in my line of work, I’ve dealt with many PR types, but none as professional or as capable as Vanessa. She’s exceptional at laying everything out for me to make my job easier, whether it’s briefing an athlete on the interview topic so he/she is ready for my interview, getting an athlete on the phone promptly, making sure I know relevant information prior to an interview, etc. The first time I dealt with Vanessa was at the Adidas Nations showcase tournament in 2010 while I was a writer for ESPN, and it was such a positive experience I called her boss the next day and told him that he should give her a raise. She’s truly exceptional at what she does and would be a great asset for any company.
Tracy Owens
Communications Manager Illinois Lottery (formerly)
Knowledgeable. Precise. Smart. Innovative. Thoughtful.
Those are the words I would use to describe Vanessa Abron. I worked with Vanessa while I was the Communications Manager for the Illinois Lottery. One of the things that stood out to me the most is that she’s not afraid to ask the tough questions to find the solutions that are needed, yet she was always smiling and brought a cheerful attitude to work. At the Illinois Lottery, it was always something different, so a positive demeanor was key to success. I think my favorite part is that every time she showed up, she was ready to work. That might seem small, but for a client, it is a huge thing.
vanessa@vanessaabron.com www.linkedin.com/in/vanessaabron