OUR 2018 PROFESSIONAL AWARD HONOREES
Every year, we seek out new and seasoned PR pros to honor for their individual contributions and successes.
We are proud to present our Honorees for 2018 …
Principal and Founder
The Yu Crew, LLC (theYucrew)
I’m humbled and honored to receive this special award from PRSA Maryland. I am grateful for the mentors who took a chance on me and guided me throughout this journey. Now that I found my “ikigai,” perhaps my story is just beginning…
A nationally recognized communications counselor, Pattie has worked in leadership positions for some of the most well-known global agency brands in public relations. But it’s her independent, virtual PR agency, theYucrew, that propels her passion with purpose.
Entrepreneurial at heart, Pattie took the leap of faith to found her virtual agency in 2011. The agency partners with best-in-class communications counselors across the country, focusing largely on health and social change initiatives. The team proudly won two Silver Anvils, ASAE’s Overall Gold Circle, PRSA Maryland’s Best of Show and Thoth awards. Her longstanding foundation client, All Points North Foundation, also named her as its director of education grant partnerships.
Prior to founding theYucrew, Pattie co-founded GYMR in DC with its first assignment to unveil an influential Congressional report card at the White House for the Campaign for Tobacco Free Kids. Along with her partners, she helped catapult the PR agency to a top 10 independent agency ranking. Pattie helped put colorectal cancer on the nation’s radar, built stakeholder support for the Surgeon General’s overweight campaign, launched the first Institutes of Medicine summit on integrative medicine, championed the nation’s nurses on the frontlines for the Robert Wood Johnson Foundation, and built patient recruitment for landmark Alzheimers clinical trials. Throughout GYMR’s unprecedented growth, she worked pro bono for many nonprofits.
Pattie was introduced to the agency world in the 1980s by her mentor, then-professor and social marketing pioneer Bill Novelli at the University of Maryland, where she worked at its University Relations Office to pay for her graduate program. He recruited her to join Porter/Novelli to work on National Institutes of Health high blood pressure/cholesterol education programs, considered models in social marketing to this day. Pattie became the agency’s youngest vice president and, soon after, SVP on the firm’s Board of Managers. She is known for managing award-winning federal campaigns, building strategic alliances. She spearheaded P/N’s multicultural projects; corporate wide staff training and co-chaired the internship committee. Looking to expand its portfolio, P/N tapped Pattie to lead what became a successful travel/hospitality practice with grand re-openings of Amtrak’s Union Station and Philadelphia 30th Street Station, earning a national award for Amtrak.
After 11 years with Porter/Novelli, Pattie was recruited to Fleishman Hillard’s DC office to build a social marketing/health practice; manage association and consumer marketing practices; and establish its diversity and alliance building training for staff and clients.
She frequently speaks on diversity, alliance building, strategic communications plans and other topics. Her articles have appeared in magazines and social marketing textbooks and the International Journal of Alzheimer’s Disease and Related Disorders. Pattie also judges communications competitions including PRSA’s Bronze Anvil, Campaign for Tobacco Free Kids, WWPR, National Public Health Information Council and recently Central Michigan PRSA’s PACE awards. Earlier, she was the sole representative of the PR industry for the prestigious Advertising Selection Committee for the American Legacy Foundation (now Legacy) to evaluate advertising and public relations agencies nationwide for the landmark $206 billion master settlement agreement to help promote tobacco free generations.
Giving back is in Pattie’s DNA. She mentors the next generation and participates in PRSA Maryland, PRSSA and WWPR’s mentoring programs. She also volunteers as a “rocker” (aka, baby cuddler) to in-need babies at Mount Washington Pediatric Hospital. She puts her passions to work, including cooking and photography for the aged, schools for the homeless, and local cause-related fundraising races.
For the past five years, Pattie has returned to her alma mater to guide students in portfolios and presentations. She participates in Access2Alumni on the Business & Entrepreneurship Roundtable. Recently she served on WWPR’s Emerging Leaders Award task force; and currently is on its Advisory Council. She has also provided counsel to strat comm students at Morgan State University among other universities.
Pattie holds a certificate from New York University on an Association for Education in Journalism scholarship. She earned a B.S. in journalism in three years and was inducted into Sigma Delta Chi professional journalist society. She earned an M.A. in organizational communications from UMCP, where she was listed as one of the university’s outstanding graduate students.
Pattie is the proud and blessed mother of Yasmina, who is a newly minted Peace Corps Volunteer and now an MBA student at Georgetown, and Tarek, the youngest to be inducted into the Martial Arts Master’s Hall of Fame. Pattie herself was inducted into the National Capital Chapter’s Hall of Fame this year.
EDUCATOR OF THE YEAR
Tania Rosas-Moreno, Ph.D.
Associate Professor of Communication
Loyola University Maryland
Tania Cantrell Rosas-Moreno, Ph.D., has served as Loyola University Maryland’s PRSSA Chapter Faculty Advisor since Fall 2013. In that timeframe, the Chapter has claimed numerous national awards, including a PRSSA Teahan in the area of Community Service (2014), a PRSSA Presidential Recognition letter for the Baltimore premiere of the anti-trafficking film “8 Days” (2015); and two PRSSA National Star Chapter awards (2017, 2018). The Chapter has also proudly served the Baltimore community, raising almost $3,000 last year through Greyhounds Con Puerto Rico to benefit Hurricane Maria victims and Horizon Day Camp, Maryland’s first day camp for children with cancer and their siblings.
Since joining Loyola in 2009 and serving as Loyola’s lead public relations capstone instructor, she has led 58 PR capstone teams in their public relations efforts to assist 33 nonprofits, one NGO and one for-profit organization. This has included fundraising thousands of dollars to help homeless folks get back on their feet; successfully lobbying for state-wide legislation in support of human trafficking victims; conducting focus groups and leading other primary research efforts to help nonprofits with organizational rebrands; producing PSAs on domestic abuse that were aired on local networks; creating numerous social media plans and policies; building media lists and successfully pitching events to local media; conducting various communication audits; producing media kits, executive bios and organizational promotional videos; writing success stories and testimonials; and, so forth.
A nimble PR leader herself with experience spanning the non-profit and for-profit sectors as well as corporate and agency settings, Tania is also an award-winning scholar. For example, she has received Loyola’s Faculty Award for Excellence in Engaged Scholarship (2016); the national Mary Ann Yodelis Smith Award for Feminist Scholarship (2016); and the national Donna Allen Award for Feminist Advocacy (2015). Currently, she has (co)authored 18 peer-reviewed publications in leading academic journals, three book chapters and one book. Her book on Brazilian media (2014) is noted as “Essential reading for Brazilianists–and even for laymen–who seek to revisit the relationship of the Brazilian media with telenovelas” (Luso-Brazilian Review). She is also co-founder of and co-editor to the communication discipline’s only theory-based journal, “The Agenda Setting Journal: Theory, Practice, Critique.”
Tania holds a Ph.D. from The University of Texas at Austin’s School of Journalism with a Certificate, Portfolio Program in Nonprofit Studies, from the Lyndon B. Johnson School of Public Affairs’ RGK Center for Philanthropy and Community Service; a master’s degree in communication from BYU where she graduated top scholar; and a bachelor’s degree in communication studies from BYU where she graduated with university honors. Of her many professional associations and obligations, she is most proud of her role as wife to her beloved husband Paco and mother to their three young children: Blaze (8), Scarlet (3) and Phoenix (1).
Associate, Client Experience
Weber Shandwick Baltimore
Catherine Gordon is an Associate, Client Experience at Weber Shandwick’s Baltimore office. Over Catherine’s three year tenure at Weber Shandwick, she has proven to be a strategic and results-oriented public relations professional.
Catherine manages PR outreach for a variety of clients including Verizon, WOW air, Maryland 529, IBM and Bank of America. She has secured tier-one placements in a wide range of placements in a variety of publications including: Travel + Leisure, The Washington Post, Conde Nast Traveler and Thrillist.
In addition to her core function as a media relations expert, Catherine also provides project management, event management, social media planning, and analytics and measurement support for many other accounts including BGE and Constellation.
Catherine earned her undergraduate degree in communication with honors from the University of Louisville and gained a Masters in strategic communication from American University.
PR TEAM OF THE YEAR
Coster Communications, Ltd. & Purple Dot PR
Lisa Brusio Coster, President, Coster Communications, Ltd.
Dorothy Fuchs-Yeager, President, Purple Dot PR
About The Team
The award-wining sole proprietorships of Coster Communications, Ltd. and Purple Dot Public Relations have partnered frequently, forming a virtual agency to attract business for which they would otherwise not be able to compete. The Team represents a variety of sectors, including state and local government agencies, regional businesses, tourism entities, and non-profit organizations.
Both firms are led by senior PR professionals, Lisa Brusio Coster and Dorothy Fuchs-Yeager, who met 15 years ago in a sole proprietor networking group that met monthly in Baltimore. A quick friendship and business relationship formed and approximately five years ago, it grew to become a professional partnership and virtual agency.
While Coster Communications and Purple Dot PR retain separate clients, they also understand that forming strategic alliances is becoming an increasingly important part of the business landscape.
Together, the two partners have successfully bid and partnered on various projects over the last five years, adding graphic designers, social media experts, and event management companies to the PR team. Projects have included U.S. Capital for a Day for Town of Brookeville, MD; Maryland’s Best Restaurant Campaign for Maryland Department of Agriculture; National Park Service 100th Anniversary (D.C.) for Event Tech; 50th Anniversary of Maryland State Arts Council (MSAC); Small Business Saturday Event for Ma Petite Shoe, and grand openings of sister businesses, The Sock Shop and Socks Appeal; and First International Edgar Allan Poe Festival and Awards with Poe Baltimore. In 2017, the firms presented this partnership concept and its success at the PRSA MD Conference and received very positive feedback. It is a successful model of which they are proud, enjoy and hope to implement for many years to come.
About the team:
Coster Communications Company Profile:
Since 1997, Coster Communications, Ltd., a sole proprietorship founded in 1997, has been providing strategic communications plans and implementing the proposed tactics therein for various companies, government agencies and non-profits in the Baltimore Washington, D.C. corridor. The company’s expertise falls into the categories of overall communications management; event planning; media relations; and writing a range of documents, from grants and annual reports to contributed articles and white papers. The company is a certified member of Howard County government’s Equal Opportunity Business Program.
Purple Dot Public Relations Company Profile:
Purple Dot Public Relations, founded in 2003, is a full-service public relations and marketing company providing companies, agencies and non-profits in Baltimore, Washington, D.C. and nationally with strategic planning, media relations, public relations, cross promotions, grassroots marketing, and special events coordination and planning. It is a newly designated City of Baltimore Women’s Business Enterprise and a State of Maryland Minority Business Enterprise (MBE).