Category: PR People

PR People: Eva Hornak, APR

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Eva Hornak, APR

Job title and function: I’m the communications manager for S.T. Wooten. In a nutshell, we build highways, do commercial site work, and produce asphalt and ready mix concrete. We have approximately 950 employees. We’re also a private, family owned, third-generation led company.

I’m a department of one, so I handle anything related to PR, communications and sometimes marketing. I focus mostly on employee communications and corporate communications. This includes writing the 24-page company magazine three times a year, as well as two monthly newsletters and a benefits newsletter three times a year. I also work on various special projects as needed, such as recruiting materials, PowerPoint presentations, the website, corporate communications, etc. I also oversee the PR firm we hired in 2016 that works on such projects as our social media, blog and trade media relations.

Most rewarding thing about working in PR today: Our employees range from managers with advanced degrees to field employees without a high-school degree. We have employees who can’t read or read very poorly (making it a struggle to take a survey or fill out paperwork). Now – imagine trying to teach that person about health insurance. That stuff is confusing for most people with college degrees! I try to keep most communications written on a sixth-grade level. In the past few years, we’ve really worked on educating our employees about how our benefits help them, and I love it.

Craziest/most challenging thing you’ve done in PR: Produced an event almost single-handedly on a very short timeline. Don’t do that. Get a team. Just stop, take a breath and get a team.

I also survived some very bad bosses. (See the next section for more on that.)

Advice for new PR pros:

1) Explore what’s out there. There are a lot of facets to PR, and you don’t know what job/setting/speciality you might like until you try it.

2) Make connections (within PR and the larger business community) and get a mentor(s). All of my jobs came from connections. All of my trusted peers came from previous jobs, the Raleigh PR Society and NCPRSA. Peers can help you get your next job, and they are your cheerleaders during the good times and your shoulders to cry on during difficult times. They will help shape and defend your reputation. And your good name is everything.

3) Have ethics. See #2 above regarding reputation and good name.

4) Always look for the right match in a job (or a boss). Yes, you’ll have to pay your dues. Yes, you’ll have jobs (or parts of jobs) that you learn are not for you. You’ll even have a job you love that has some tasks you hate. But don’t settle for a place that is a horrible match. Don’t stay somewhere (or with someone) that truly abuses you or actively blocks you from learning anything. Need a gut check? Ask your peers. See #2 above. And never, ever compromise your ethics because a job or a boss tells you to do so. See #3. You can always find another job. Seriously. Do I need to mention #2 again!?

Are you interested in being featured in “PR People?” Send us a message on Facebook to share your story!

Sarah Hattman, APR is president-elect for the North Carolina chapter of Public Relations Society of America and has been working in PR since she left television news. She grew up in North Carolina and was excited to move back to her home state in 2012 and then join Clairemont Communications, a Raleigh PR agency. 
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PR People: Chris Cowperthwaite, APR

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Chris Cowperthwaite, APR

Job Title and Function: Manager of Communications and Outreach for the North Carolina Nurses Association (NCNA). I’m the entire in-house PR department, so I do a little bit of everything. Responsible for managing the Tar Heel Nurse, NCNA’s bi-monthly magazine; writing news releases; fielding media inquiries; assisting with legislative advocacy; shooting/editing videos; social media; overseeing all e-newsletters (Inside NCNA, APRN E-News, and all quarterly regional newsletters); and anything else that falls under the communications/PR umbrella.

Most Rewarding thing about working in PR today: I really enjoy digging into complex/important issues and figuring out the best way to explain them to people who might not be in the know. When we get the message out and it’s well-received, it’s rewarding to see the appreciation from my “clients” who understand the value of PR.

Craziest/most challenging thing you’ve done in PR: Craziest: Getting to wander around a gigantic solar array on top of a factory when I worked for Southern Energy Management. Most Challenging: A sustained legislative issue where our political opponents have had 10 times as many resources ready to deploy than we could ever hope to match.

Advice for new PR pros: Vigorously maintain your credibility in this era of alternative facts and “fake news.” Refuse to cut corners when it comes to ethics.

Are you interested in being featured in “PR People?” Send us a message on Facebook to share your story!

Sarah Hattman, APR is president-elect for the North Carolina chapter of Public Relations Society of America and has been working in PR since she left television news. She grew up in North Carolina and was excited to move back to her home state in 2012 and then join Clairemont Communications, a Raleigh PR agency. 
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PR People: Roger Friedensen, APR

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Roger Friedensen, APR

Job Title and Function: I’m a partner and co-founder of Forge Communications, a research and communication strategy firm with offices in Raleigh and Charlotte. Launched in 2009, we’re a small boutique firm comprised of senior-level consultants, so my work is actually doing the work – which I love. We all have held leadership positions in our past lives at agencies, non-profit associations, health systems and corporations, but this time around we wanted to spend our days helping clients solve real problems and produce measurable value rather than building a big firm again and having to “feed the overhead beast.” Been there, done that. 🙂

Most Rewarding thing about working in PR today: For me, it’s what it’s always been: the challenge that comes from helping create order out of chaos and solve complex problems; the opportunity to collaborate with smart, creative, accomplished individuals from whom I can learn; and the chance to do meaningful work that helps our clients — and, in turn, their employees, customers, communities and sectors — accomplish what they want and need to do better and improve lives. It’s also really cool to be working in the middle of one of [if not the most] transformative times in the industry’s history. As a geek and wanna-be futurist, I love the intersection of communications and technology!

Craziest/most challenging thing you’ve done in PR: After 32 years in this business, that could be a reaaaaaaally long list. A couple of items do stand out, though. First, I took a former U.S. Surgeon General, the past president of the American Medical Association, the president and CEO of the second-largest pharmaceutical company on the face of the planet, and about two dozen senior pharma executives to what turned out to be an overly trendy, Yuppie-filled restaurant/hip-hop dance bar in San Francisco’s financial district.

Second, I was once threatened by a county commissioner while on a client’s advance team informing him and his fellow commissioners that their county and three others in North Carolina were on the short list for a low-level radioactive waste disposal facility. “Son, if I were you, I’d get out of this county by high noon. It’s time for us to marshal the troops.” We hit I-40 out of the county right after the meeting.

And finally, I helped one of my colleagues, the great Mike Herman, APR, Fellow PRSA of blessed memory, manage a “unique” crisis situation for one of our clients, Austin Nichols. I’ll let the Wikipedia entry speak for itself: “On May 9, 2000, a fire destroyed a seven-story aging warehouse at the company in Anderson County, Kentucky. It contained more than 17,000 wooden barrels of whiskey. Burning whiskey flowed from the warehouse, setting the woods on fire, causing limestone deposits to explode. Firefighters saved Lawrenceburg’s water treatment plant from destruction. However, an estimated 20% of the whiskey flowed into the Kentucky River. The river contamination required the temporary shutdown of the water treatment plant. Officials ordered water usage restrictions. Businesses and schools were closed because of the water shortage. The alcohol spill also depleted the oxygen in the river, killing an estimated 228,000 fish along a 66-mile stretch. The EPA and the Coast Guard’s Gulf Strike Team aerated the river using equipment mounted on barges. The company paid $256,000 to the Kentucky Department of Fish and Wildlife in an effort to restore the fish population in the river.”

Yep. That’s right. More than 180,000 gallons of prime Wild Turkey bourbon made its way into the Kentucky River in the middle of the night, forming a mile-long plume of whiskey that wiped the river clean. The plume didn’t dissipate until it reached the Ohio River.You just can’t make this stuff up.

Advice for new PR pros:

Tip #1: Stay unquenchably inquisitive.
Tip #2: Recognize that “PR” does not mean the same to folks outside of the profession as inside. Understand that to remain relevant (i.e., employable) your perspective and skill set — not to mention your reading and professional development — must be broader than “traditional” public relations practice (media relations, special events and the like). Our business is about clarifying and strengthening communication between individuals. Public relations, marketing, advertising, content management, etc. — those are just different colored lenses we can use to evaluate a problem and figure out a solution.
Tip #3: Learn and practice good manners. They make a difference.
Tip #4: Don’t be lazy, greedy, rude, stupid or unethical. I really shouldn’t have to say this.
Tip #5: Don’t be lazy, greedy, rude, stupid or unethical. I really shouldn’t have to repeat this.
Tip #6: Learn to read the tea leaves and connect the dots. This business is not simply about connecting people; it’s about seeing the linkages among ideas, trends, issues, opportunities, people and organizations and making meaningful connections.
Tip #7: Get out of your own head and your own world regularly so you can be better able to put yourself in others’ shoes.
Tip #8: Learn to ask questions.
Tip #9: Learn to ask smart questions.
Tip #10: Learn to ask smarter questions.

Bonus Tip: Learn how to write, speak and, the most important, listen successfully. But then again, that’s good advice for pretty much everybody.

Are you interested in being featured in “PR People?” Send us a message on Facebook to share your story!

Sarah Hattman, APR is president-elect for the North Carolina chapter of Public Relations Society of America and has been working in PR since she left television news. She grew up in North Carolina and was excited to move back to her home state in 2012 and then join Clairemont Communications, a Raleigh PR agency. 

 

 

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PR People: Laura Blank, APR

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Laura Blank, APR

Job Title and Function: I’m the Senior Adviser for Public Relations at World Vision, a Christian humanitarian organization. Our team is based in several cities across the country, and we work virtually together and with media based anywhere in the world to help tell the stories of World Vision’s work.

Most Rewarding thing about working in PR today: I’ve been curious about the world since I was a little girl. In fact, that inquisitive nature was part of the reason I was attracted to journalism (before I started working in public relations). I spent several years working in television news in New York City, and I loved the constantly changing rhythm of each day. I love that in both journalism and public relations we’re constantly meeting new people, facing new challenges and being asked to creatively tackle a new project. I’m still learning every day – about our work as a global relief, development, and advocacy organization and about my work as a PR professional. And I find that so invigorating.

Craziest/most challenging thing you’ve done in PR: Within my first three months on the job at World Vision, I landed an amazing segment on Good Morning America with World Vision’s Gift Catalog. I pitched the booker on the idea almost six months before the segment aired. She and I had worked together at CNN, and it turned out it was exactly the kind of thing they were looking to do for the holidays! I met one of their VJs in Ghana for a shoot to show how the Gift Catalog makes an impact in the lives of the families who receive items like goats, and we did a two-day shoot there. That piece turned into a package that aired before our live segment in December. For the live segment, we filled the Times Square studio with live animals. There was a rooster crowing on the jib cam, pigs running across the studio floor, chickens squawking and interrupting the anchor, and cows and llamas in the corner! I also spent a few months shopping around New York City to find items that were similar to items we provide families through the catalog. We brought those into the studio and had the GMA art team create over-sized price tags and big red bows for them. I joke that my career peaked after that segment. It’s been all downhill ever since 😉 [You can see a link to the live segment here: https://vimeo.com/153048488]

Advice for new PR pros: I guest lecture at UNC – Chapel Hill, and I always share the same three pieces of advice with the junior and senior public relations students there:

1) Take chances. In the fall semester of my senior year of college, I applied to more than 100 television stations, hoping someone would take a chance on me. I heard back from exactly zero news directors. I was crushed. But I started to look for other opportunities, and I heard about an all-expenses paid fellowship program for communications students in New York City. They took about 40 students from an applicant pool of around 600 at the time. Long story short: I applied and was accepted and moved to New York City immediately after graduation to start my internship (which led to my first TV news job!).

2) “Comparison is the thief of joy.” Find your own path. One of the great things about working in PR is that, unlike a career in a field like medicine or teaching, there isn’t a clear-cut path to success. This can be a wonderful thing – but it can also be stressful as you’re starting out in your career. Don’t let the lack of clarity intimidate you, and don’t compare your path to anyone else. There are a million ways to get into this field and find great success through the years; find your way.

3) Read. Read. Write. Write. Network. Network. Public relations has changed dramatically in the past few years, but some of the basics remain the same: you must be a great writer. You must be curious. And you must be engaged with your community, professionally and personally, to continue to grow your career. I always tell students that the best way you can get a foot in the door – or find your way once you land that first job – is by constantly working on these skills. Reading, writing, and networking will always be a good investment of your time!

Are you interested in being featured in “PR People?” Send us a message on Facebook to share your story!

Sarah Hattman, APR is president-elect for the North Carolina chapter of Public Relations Society of America and has been working in PR since she left television news. She grew up in North Carolina and was excited to move back to her home state in 2012 and then join Clairemont Communications, a Raleigh PR agency. 

 

 

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Clairemont’s Hughens Joins NCPRSA Panel

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From NCPRSA…

Understanding Industry Awards From Industry Experts: Learn How To Construct Award-Winning Entries in Preparation for the NCPRSA InSpire Awards!

The NCPRSA InSpire awards recognize the most outstanding public relations campaigns, programs and tactics, and the dedication and contributions of public relations and communications professionals. Whether you are part of an agency, a non-profit organization or a corporation, being recognized with an InSpire Award can help elevate your career, help improve your business and put your personal stamp on the public relations profession.

Join us Wednesday, February 15 for a panel discussion to learn pro tips from these previous award participants and winners representing a variety of industry perspectives.

Panelist Bios:

Dana Phelps Hughens
CEO, Clairemont Communications
As chief executive officer of Clairemont Communications, Dana is living her dream, backed by 20 years of experience in public relations and marketing. She leads the Clairemont team in building communications strategies that include traditional media relations, marketing communications, and social media promotions for national and international brands.

Dana’s focus on creating magical client experiences began the year she interned in guest relations at Walt Disney World and was the co-founder of a student-run public relations agency on her college campus. Prior to launching Clairemont Communications, she served as a senior vice president and global practice group co-chair of Fleishman-Hillard. In addition to her agency work, Dana has held corporate communications positions, including the role of key lieutenant to Nortel’s chief marketing officer. She was responsible for global planning and integration of all marketing functions including corporate communications, branding and advertising, employee communications, tradeshows and events.

Throughout her career, Dana has led her teams to win several industry awards including: a Public Relations Society of America (PRSA) Silver Anvil, a PRSA Silver Anvil Award of Excellence, Inspire Best in Show awards by the North Carolina PRSA chapter and several other Inspire and Raleigh Public Relations Society Sir Walter Raleigh awards.

Eva R. Hornak, APR
Communications Manager, S.T. Wooten Corporation
Eva is the first and only communications pro at S.T. Wooten, a 65-year-old construction company. She focuses on employee communications for nearly 1,000 co-workers, writing the award-winning employee magazine and several internal newsletters. She also works with the management team on a variety of corporate and executive communications, including the website, videos and presentations. After contracting with a local PR firm in 2016, Evie now oversees the company’s social media and trade media outreach as well.

Eva started her career in 2004, spending six years with Raleigh public relations agency Epley Associates, which later became The Catevo Group. Clients she served included John Deere, BB&T, Lawn Doctor, Novozymes Biologicals, Misys, MediClick and Raytheon. She next served as communications manager for the Irrigation Association, where she managed member publications and reports, media relations and member committees.

Eva earned her accreditation from the Public Relations Society of America in 2013 and is a past president of the North Carolina chapter of PRSA. She served two years as secretary of the PRSA Southeast District board and has held various board roles for the Raleigh Public Relations Society. She is a past awards chair of both NCPRSA and RPRS.

Kim Strazisar
Kim Strazisar Communications, LLC
With more than a decade of experience, Kim is dedicated to giving her clients personal, practical, and professional public relations and communications services. She specializes in working with small business and non-profit organizations, because a limited budget, full schedule, or small staff shouldn’t keep quality communication out of reach. Her passion is teaching and speaking on communications topics. Most recently she has taught branding workshops at Meredith College and started hosting communication workshops for small businesses.

Before launching Kim Strazisar Communications, LLC in September 2014, she spent six years as Communications Director of the North Carolina Nursery & Landscape Association (NCNLA); responsible for developing, coordinating, marketing and publishing all NCNLA publications and advertising, along with grant writing, and event planning and management. She also worked as an account executive at The Rossman Group (now Truscott Rossman) in Lansing, Michigan, providing public relations services for multiple clients including The Michigan Oil & Gas Association (promoting Michigan Trust Fund Sites), DTE Energy (fighting energy deregulation), and Children’s Trust Fund of Michigan (raising awareness and funds for child abuse prevention). Her work won the agency several PACE Awards from the PRSA Central Michigan Chapter, including “Best in Show” for her work for The Michigan Oil & Gas Association. She has also volunteered for previous NCPRSA Award committees.

Her communication experience all started at The Phoenix Group (now Minacs Analytics) providing market research support for automotive clients like Daimler Chrysler.

Click here to register for the event.

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