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Buyer Personas Deep Dive

Built from the real words of real buyers, a buyer persona reveals what prospective customers are thinking (and searching for) as they weigh their options to address a problem that your company resolves. Much more than a one-dimensional profile of the target market, actionable buyer personas provide the foundation for a well-built content and social media strategy rooted in research. They uncover insights about your buyers’ decision-making process — the specific attitudes, motivations and criteria that drive prospective customers to choose you, your competitor or the status quo. Join Lynne Kingsley, Vice President of Marketing and Strategic Services at Ironmark, a strategic marketing and communications firm, in breaking down the process she takes with companies to design tailored content that speaks directly to their target growth segments.

Investment: PRSA Members $15; Guests $25

Lynne Kingsley, VP Strategic Services, Ironmark

Lynne has been generating growth for companies through digital marketing since 2003. With agency and client-side work under her belt, Lynne has diverse experience in both the B2B and B2C sectors with clients such as the U.S. Naval Academy, Homestead Gardens, Tate Engineering, Association of Performing Arts Presenters and more. Lynne works with clients daily on marketing programs at a strategic and directorial level, heads up all research and strategic marketing planning for Ironmark Digital Marketing. A certified inbound marketing professional, she is passionate about helping companies transform their marketing function into fully diversified yet streamlined growth engines.

PRSA MD Weekly Chat: The Role of PR in Advancing Diversity, Equity and Inclusion

In the wake of the deaths of Ahmaud Abrey, Breonna Taylor, George Floyd, Rayshard Brooks, and others, public relations professionals have an opportunity to play an important role in shaping how their organizations address diversity, equity and inclusion issues.

This week’s virtual chat will focus on what we have done or not done, where we go from here and how to develop a personal declaration to guide your actions. The discussion will be moderated by executive coaches and senior PR professionals Tracy Imm, APR and Cathy Nyce. We will be generating actionable steps that our chapter can take to ensure our recruiting, programming, events, and membership are more equitable, inclusive and diverse. 

Free to join in.

Create Better Surveys for Better Reporting While Pivoting During a Pandemic

Minimize your expenses and maximize your ROI on research conducted to support your clients’ PR goals. In this webinar, Jeffrey Henning, PRC, chief research officer of Researchscape, will discuss what the COVID-19 crisis is changing and what it is amplifying. Learn what journalists are taught to ask about surveys conducted for newsmaking purposes, and how far short the typical agency falls in delivering that, as based on a content analysis of over 2,800 news releases about commissioned surveys. Read more here.

When: Thursday, May 14 | 8:00 – 9:00 AM
Where: Online through GoToMeetings*
Investment: PRSA members $10; Guest $25

*You will receive the login link prior to the event. Please email us if you do not receive by end of day Wednesday, May 13.

Click here for pdf of slide presentation.

5 Steps for Writing Breakthrough By-liners and Blogs (Webinar)

Why do certain contributed articles entice editors and resonate with target audiences? Why do certain blogs captivate readers and get shared all over?

Learn to craft by-lines and blogs with stopping power in this fast-paced, interactive webcast led by Jack Appleman, prominent PR writing instructor and author. Practice creating enticing themes, generating compelling copy, and structuring content to keep readers engaged from start to finish. During the session, you’ll complete a series of challenging writing exercises—and submit copy for Jack’s real-time feedback!  You’ll learn how to:

  • Develop a laser-focus on a single theme
  • Create captivating titles and leads
  • Loosen up your language
  • Craft explicit subheads
  • Make copy flow with smooth transitions

Learning won’t stop when the webinar ends. We have two special offers:

1) PRSA members receive complimentary 6-month access to five Successful Business Writing’s 5-minute writing tutorials—specially selected for PR pros. Each has a 2-minute video and a 3-minute exercise. See demo

2) All attendees are eligible for a discounted rate for SBW’s Value-Added Coaching Program: $179 for PRSA members / $229 for non-members. SBW’s Value-Added Coaching Program includes:

Group coaching and customized webinars are also available. Contact SBW: jack@successfulbusinesswriting.com

When: Wednesday, April 29, 2020 | 1 p.m. to 2 p.m.
Where: Online through Zoom
Investment: Free (includes recording)

About our presenter …

Jack E. Appleman, APR, CBC, prominent PR/business writing instructor and author of 10 Steps to Successful Business Writing—2nd edition (2018, ATD Press), is driven by the belief that working professionals can dramatically improve their writing by following straightforward techniques.

His writing workshops, webinars and one-on-one coaching for agencies and organizations including Ragan Communications and PRWeek, have helped thousands of individuals achieve better results from their writing.

As principal of Successful Business Writing, Jack brings more than 20 years’ experience as a corporate trainer, professor and PR professional. He has been a frequent speaker and has published several articles on the importance of good writing, including a recent column in PRSA.com: 5-tips-for-crafting-business-stories-that-resonate-with-readers

In 2014, Jack received the Charles T. Morgan Award from the Association for Talent Development (ATD) for lifetime excellence in corporate training. A professor for 18 years, Jack teaches communication courses at New York University. He received his accreditation in public relations (APR) certification from the Public Relations Society of America.

Jack earned his B.A. in Communication from Ohio State University and his M.S. in Journalism from Ohio University. He is studying for his Ph.D. in Organizational Communication at the State University of New York at Albany.

Webinar: The new world is virtual and podcasting is king – start producing like a pro

Photo credit to radioshop.

To continue the well-received podcasting discussion at last summer’s annual conference, Matej Harangozo, Founder and Managing Partner of Open Source Entertainment (OSE), will give us a virtual tour of OSE’s new studio, as well as discuss types of podcasts and their structure, required technology, distribution/marketing, and budgeting for launch.

Date: April 3, 2020 via Zoom*
Time: 12:15 – 1:00 PM including Q&A

Registrants: You will receive an invite with instructions to log-in prior to the webinar. You will also receive a digital coupon for $10 from GrubHub via a separate email. 

If you don’t receive either by 10 a.m. 4/3, please let us know at info@prsamd.org

PRSA Members $20; Guests $30
*Fee will include Grubhub gift card. 

Connect with Matej Harangozo on ... YouTube | Facebook | Twitter | LinkedIn

Thank You to Our Chapter Sponsors

Thank You to Our Chapter Sponsors