Eighth Annual Public Relations Issues of the Day for Associations and Nonprofits | PRSA-NCC
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Eighth Annual Public Relations Issues of the Day for Associations and Nonprofits

presented by the PRSA-NCC Association and Nonprofit Committee
February 12, 2019 - 8:00am to 10:30am

Online registration for this event has closed. Please plan to register at the door.

The program features 9 roundtable discussions led by experts talking about topics and issues facing association and nonprofit communications professionals. Attendees participate in three roundtable discussions with topic leaders, share best practices and ask questions in a small group environment. An online survey identified the topics/issues that will be addressed at the round table by experts. The event is sponsored by the Association/Nonprofit Committee of the National Capital Chapter (NCC) of the Public Relations Society of America (PRSA). In past years, attendance at the event has averaged 70 professionals. Funds generated have supported expenses related to the PRSA-NCC student intern program. This event has been help graciously hosted by PEPCO at the PEPCO Edison Gallery for the last six years. Past topics have included: Crisis Communications, Producing Great Video on a Shoestring Budget, Integrated Media Strategy, Building a Website that Reaches Your Audience, Research and SEO, for example. The event was created to provide a cost-effective opportunity for local communications professionals. Typically seventy communications professionals attend the event.

The event is an annual professional development program sponsored by the PRSA-NCC Association and Nonprofit Committee. It is followed annually by four Breakfast Breakthrough events for association and nonprofit communications professionals. Topics have included: Press Release Optimization, Why Reporters attend Tradeshows, Research on a Tight Budget, and Integrating PR and Policy.

Table Topics

  • Two More Years: Tips for Effective Messaging During a Period of Divided Government | Stefan Hankin, Lincoln Park Strategies
  • Creating the Right Mix: Coalition Building Across Issues, Ideas, and Disciplines | Barbara Semeno, Center for Law and Social Policy (CLASP)
  • Keeping Your Content Current and Clean: Reviving the Lost Art of Copy Editing in the Digital Age | Ami Neiberger-Miller, Steppingstone, LLC
  • Grabbing the Media Spotlight: Is the Press Release Dead? If so, what's replaced it? And what’s the ROI for traditional media relations? | Crystal Borde, Vanguard Communications
  • What Do They REALLY Think? Using research to develop your message and strategy | Kellie Murphy, Scott Circle Communications
  • Thought Leadership: How to Establish Your Organization's Leadership as Experts | Madeline Jurch & Sara Uzer, Kellen Company
  • Integrating Your Message: Consistently and Effectively Telling Your Story Across Earned, Social and Owned Media | Adam Shapiro, ASPR
  • Putting the Why before the What: Building a Website that Achieves Your Objectives | Carrie Hane, Tanzen Consulting
  • Explain it to Me: Tips and Tricks for Effective Explainer Videos on a Nonprofit Budget | Alex Herder, Duke and the Duck

Location/Event Sponsor:

Pepco Edison Place Gallery
702 8th St NW
Washington, DC 20068

$25 PRSA Members
$25 WWPR Members
$35 Non-members
$10 Students at area schools

$30 PRSA Members / $40 Non-members

Refund/cancellaton policy


Crystal Borde
Director, Vanguard Communications

Crystal Borde is a director and senior media strategist at Vanguard Communications, a PR agency collaborating with nonprofit organizations and government agencies to build opportunity, promote healthy behaviors, protect our environment and connect communities. She brings more than 16 years of varied experience in managing and implementing traditional and digital media engagement efforts to promote clients’ critical social issues, such as education and racial equity; wellness and behavioral health; women’s health and health care reform. She specializes in developing and implementing strategic communications plans and integrated media plans with a diversity and inclusion lens, including managing media outreach, content development and event production. Currently, Crystal is the deputy project director for the Substance Abuse and Mental Health Services Administration’s (SAMHSA) award-winning Health Marketing and Communications contract, and manages communications, marketing and event production approaches for SAMHSA’s Prevention Day and National Prevention Week. She also led successful media relations efforts for SAMHSA’s National Children’s Mental Health Awareness Day and Voice Awards programs, and the American Psychological Association’s annual Stress in America survey. A member of the Public Relations Society of America’s National Capital Chapter, she has a B.A. in Communications from the California State University at Fullerton. Apart from her work at Vanguard, Crystal can be found volunteering all over the nation’s capital, from assisting with the AIDS Memorial Quilt display on the National Mall to traversing DC for a 16-mile walk to support suicide prevention.

Carrie Hane
CEO & Principal Strategist, Tanzen LLC

Carrie is the founder and principal strategist of Tanzen, which provides content strategy consulting and training to help organizations organize content to be more effective and engaging. For nearly 20 years, she's alternated between in-house web content lead and consulting, putting together cross-functional teams and creating processes that stick while untangling information to make it usable and ready for the next frontier. She is the co-author of Designing Connected Content: Plan and Model Digital Products for Today and Tomorrow (New Riders, 2018). When not taming content, Carrie tries to tame her two boys. Content is easier.

Stefan Hankin
President of Lincoln Park Strategies and Co-Founder of Trendency Research

Stefan has nearly two decades of experience in market research, data analytics, communications strategy, and public opinion polling and analysis for clients that range from America’s Promise to the City of Los Angeles to Raytheon to the Southern Environmental Law Center. During his career, he was part of the polling team that helped Barack Obama become the 44th President of the United States, and has led research projects in more than 25 countries and all 50 states (and two U.S. territories). Stefan’s research and analysis has appeared in the Wall Street Journal, the Washington Post, USA Today, and the Christian Science Monitor as well as political outlets such as Politico and National Journal.

Alex Herder
Founder & Creative Director, The Duke & the Duck

Alex Herder is the creative director and founder at The Duke & the Duck, a motion graphics and animation studio. The Duke & the Duck has been making (mostly animated) videos on the internet for 10 years. Their clients include non-profits like the Pew Charitable Trusts, advocacy groups like the ACLU, and corporations like Volkswagen. Check them out at www.dukeduck.com.

Madeline Jurch
Government Affairs Manager at Kellen Company

Madeline Jurch has been with Kellen since June 2016 where she is responsible for a variety of legislative and regulatory activities for Kellen’s food and nutrition groups, including the Healthcare Nutrition Council, Infant Nutrition Council of America and Juice Products Association. Ms. Jurch previously worked at the office of United States Senator Lamar Alexander (R-TN), chairman of the Senate Health, Education, Labor and Pensions Committee, in both his Nashville and Washington DC offices. Her government affairs experience includes work at FTI Consulting, Continental AG, and with United States Senator Lindsay Graham (R-SC). She graduated from Vanderbilt University with a B.A. in Public Policy and Managerial Studies.

Kellie Murphy
Senior Vice President, Scott Circle Communications

Kellie Murphy is a strategist and implementer with more than 20 years of corporate, start-up, agency, nonprofit and consulting experience in messaging, branding, communications strategy, awareness and advocacy campaigns, and television and video production. A skilled relationship manager with an entrepreneurial spirit, Kellie consistently focuses on leveraging her talents as a storyteller to drive social change for progressive organizations and issues.

Ami Neiberger-Miller, APR, MA
Steppingstone LLC

Amy founded Steppingstone LLC, a successful public relations and design practice, fifteen years ago.  She has extensive experience assisting nonprofits and associations in media relations, content generation and placement, social media, and strategic integration.

Barbara Semedo
Deputy Executive Director, External Affairs and Strategic Communications, Center for Law and Social Policy (CLASP)

Barbara leads CLASP’s work in strategic communications and helps to strengthen the organization’s external affairs/outreach capacity. She’s a highly skilled communications executive with expertise in strategic communications and media relations who brings a broad range of senior-level leadership experience. She has built and managed results-oriented communications and media relations teams in the public/government sector as well as for major national philanthropic and nonprofit organizations.

Adam Shapiro
CEO/President, ASPR

Adam Shapiro is an accomplished public relations professional who brings a unique combination of experience to the table. He has served as a journalist, press secretary to the governor of North Carolina and a public policy advocate. His firm’s motto is “Uncover the Story;” he and his colleagues focus on capturing the most interesting parts of a client’s story and sharing it with outlets, influencers and others in order to create change.

Sara Uzer
Senior Public Relations Account Executive at Kellen Company

Sara has been with Kellen since July 2015, where she provides daily communications & PR strategy for a range of trade associations and companies. Sara leads issues management monitoring and responses, daily social media activity, and consumer outreach initiatives including press releases, blog posts, newsletters, and ongoing pitching of industry-specific news. Clients include the Juice Products Association, the National Candle Association, Lilly's Fresh Pasta Company, The Association of Healthcare Internal Auditors, and the PET Resin Association. Sara graduated from Radford University with a B.S. in Public Relations.