APR helps young PR pro take career to the next level

By Don Klein (@donklein99), director at large, PRSA Southeastern WisconsinSaige Smith

Saige Smith (@Saige_Smith), PR leader at GE Healthcare, is definitely making her mark as a young PR pro. Agency experience? Check. Corporate? Got it. Strategy chops? All day.

But with only five professional years under her belt, she thought of a way to take her career to the next level: Become APR.

If you’re not familiar with those three letters, APR stands for Accredited in Public Relations. It recognizes professionals who have mastered the knowledge, skills and abilities needed to develop and deliver strategic communications. The APR process involves an initial screen to test for qualifications; a readiness review presentation before a panel of seasoned PR leaders; and a comprehensive knowledge test. From there, it’s an ongoing commitment to professional development and bringing the best skills and thinking to work every day.

Saige was familiar with APR because a client at a former agency called it out as one of the reasons they invited that agency team to the new business table. A former supervisor – who is also APR – encouraged Saige to take a serious look at accreditation.

Finding support
As she got started, Saige and a few other applicants connected with Kelly Savage, APR, (@SF_KellySavage) the accreditation chairperson for the Southeast Wisconsin PRSA chapter.

“Kelly was great. She sat down with us and explained APR in a way that wasn’t intimidating. She helped me believe I could go for it and succeed in it.”

Because Saige didn’t quite have the industry experience that’s typical of an APR applicant, she needed to make her case to PRSA national in New York.

“It was a really casual phone call,” she recalled. “After a few questions they passed me on to the readiness review,” Saige said.

To prepare for the review, Saige dug into a huge campaign she conducted, clearly breaking out the goals, objectives, strategies and tactics she implemented. When it was time for the review, she faced a panel of three prominent Milwaukee area PR leaders.

“It was intimidating, but I welcomed it – it motivated me to really prepare to defend the work I was doing,” Saige said. It also gave her the opportunity to make new connections with these three inspirational PR pros.

Time to study
After passing her readiness review, it was time to prep for the test. She signed up for the online cohort program and highly recommends it but actually ended up doing a lot of studying solo. She was challenged to consider real life situations and apply principles to them. Since she’s worked in health care during her career to date, she found it interesting to consider hypotheticals such as being a PR director for a manufacturer or a governmental PR officer.

“It definitely forced me out of my comfort zone,” Saige said.

She passed and was thrilled. From start to finish, the process took about a year and a half. She was recognized at the February PRSA luncheon with her APR pin, a lasting sign of her accomplishment.  She’s also begun to spread the word about the value of APR to her colleagues at GE Healthcare and with college students she encounters.

Looking back
Saige said the process made her think about her career goals and where she wants to go.

“It forces you to do some serious career introspection.” It also demonstrated she was already doing a lot of the right things.

Overall, Saige feels the APR is a great confidence boost. She urges other PR pros – even those with only a few years of solid experience – to consider accreditation.

“I think people are afraid of it,” she said candidly. “We have busy lives, we’re working, we don’t get paid to go off and get these letters behind our names,” Saige said. “But it isn’t the time commitment you might think it is.”

It is, however, an investment you make in yourself today that pays off tomorrow.

To learn more about APR, contact Kelly Savage at kelly.savage.lvv0@statefarm.com.

Take 5: Annie Gentil

Chapter position: TreasurerAnnGentil
Current position: Corporate communications coordinator at Standard Process Inc.

What do you find most beneficial about our chapter? I really like all of the opportunities there are to get involved with the chapter. Since becoming the chapter’s treasurer, I have met so many new people in PR. In fact, at a recent seminar, I looked around the room and recognized over half the people in the room from PRSA functions. That is awesome!

What do you like best about being a professional communicator? As a professional communicator I enjoy how much I can help make a difference. From being a part of a team that raises awareness for what our company does, to volunteering to create communication materials for my children’s school, I have a lot of opportunities to make a difference. I also like how much I can continue to learn as I work on different projects. Working in PR, there is always a chance to learn from others how to do something better, bolder and bigger. Learning helps me sharpen my skills and keeps me on my toes.

What do you like to do outside of work? I enjoy spending time with my family. With two kids, 9 and 7, we are constantly on the move. We like going to baseball games and playing baseball. We also all like swimming and watching movies. I love to read … sometimes a little too much! Before I know it, it’s 2 a.m. and even though I need to get up for work in the morning, I cannot put the book down!

What’s your favorite restaurant in Southeastern Wisconsin? Even though pizza is my favorite food (and there are so many great places to get a pizza pie around here), hands down my favorite restaurant in the area is Samano’s in Cudahy. It’s a family-owned restaurant offering delicious Mexican food and the margaritas are awesome … on the rocks of course! I highly recommend you drop in if find yourself passing by it on S. Kinnickinnic Ave. Ask for Michelle and tell her “Annie Gentil” sent you!

What’s the best vacation you’ve taken? One of the best things I’ve ever done on a vacation is visit Ellis Island. I visited with my mom, and we got to see where my great-grandparents came into the country. The tour the park service offered was one of the most moving experiences I’ve ever had. We looked up the manifests from the ships they came on and saw their names and signatures. If you’re in New York City, take a day to go to Ellis Island.

Take 5 is a recurring set of questions designed to get to know our chapter’s board members.

Take 5: Karren Jeske

Chapter position: Ethics officerKarren Jeske
Current position: Corporate communications manager at Standard Process

What do you find most beneficial about our chapter? Our chapter’s leadership development and networking opportunities are the benefits I most enjoy. Developing long-term friendships with others in our profession is priceless.

What do you like best about being a professional communicator? When you look at the most critical issues facing organizations and our society, many of them could be solved through effective two-way communications. That’s what I like best about being a professional communicator, the opportunity to improve lives.

Who do you suggest your fellow chapter members follow on Twitter? @thefoodbabe offers amazing information about what’s in the food we consume, although some may not want to know.

What’s your favorite restaurant in Southeastern Wisconsin? Andrew’s in The Delafield Hotel. If you live in Milwaukee, believe me; it’s well worth the drive! Whether it’s breakfast, lunch or dinner, I’m always raving about the meals I’ve enjoyed there, and out-of-town guests can’t get over how good it is.

What’s the best vacation you’ve taken? A few years ago, we traveled by boat from Seattle to Vancouver Island in September. Visiting Butchart Gardens in Victoria and touring the northern side of the island was amazing. We stayed at a National Geographic photographer’s bed and breakfast in Port McNeill. He took us to his favorite “secret” spots and gave us photography lessons. Then, we went on a private whale watching tour that was spectacular. I’m hoping my best vacation is yet so come. And, I’m looking for suggestions on where to celebrate our 25th wedding anniversary next year!

Take 5 is a recurring set of questions designed to get to know our chapter’s board members.

Take 5: Dr. Ann Peru Knabe, APR+M

Chapter position: Assembly delegateprofile knabe
Current positions: University PR lecturer
Senior PR counselor with BVK.com
Colonel in the U.S. Air Force Reserve (assigned to Pentagon as public affairs officer)

What do you find most beneficial about our chapter? Networking, and I would be remiss not to mention our chapter played a critical role in me earning Accreditation in PR.

What do you like best about being a professional communicator? In the agency environment and Air Force, the situation is fluid and dynamic, but principles of good PR remain the same.

 What’s your favorite part about living and working in Southeastern Wisconsin? Relatively accessible to both coasts. I love that I can fly to DC in less than two hours.

 What’s the best vacation you’ve taken? 10-day trip to Dubai with the family – amazing architecture and culture. Can’t wait to go back – well worth the 15-hour flight.

What’s an interesting fact about you? I belong to two PRSA chapters – the National Capital Chapter in Washington, DC and SE Wisconsin chapter. I spend a lot of time in DC, so sometimes I attend more functions there than here.

Take 5 is a recurring set of questions designed to get to know our chapter’s board members.

Take 5: Tim Olsen, MA, APR

Chapter position: Membership chairTim Olsen web
Current position: Manager of public relations, Froedtert & the Medical College of Wisconsin

What do you find most beneficial about our chapter?
The networking opportunities, especially at the monthly luncheons, are a great benefit to members. We’re a collegial community of communicators in southeastern Wisconsin, and the relationships we have with each other are mutually beneficial.

What do you like best about being a professional communicator?
Helping others understand an issue, why they need to know about it and how it affects them. My focus is primarily on internal communications, so I like coordinating information to coworkers that will help them do their jobs better.

What’s the craziest thing you’ve had to do for work?
As a college intern, my employer had another worker and me remove a phone system from the basement of a building where he had an office. He said the system was just for his office, but he was mistaken. It was for the entire building. We disconnected all phone service for the entire building for several hours.

What do you like to do outside of work?
Spending time with my wife and kids, reading, following Major League Baseball, treasure-hunting at flea markets, camping.

What’s an interesting fact about you?
I don’t know how interesting this is, but I’ve kept a daily diary since I was 12 years old.

Take 5 is a recurring set of questions designed to get to know our chapter’s board members.

Take 5: Sara Rude

sara rude 2014smallerChapter position: Director at large
Current position: Public relations account supervisor, Nelson Schmidt

What do you find most beneficial about our chapter?
Being a member of PRSA allows all ages of communications professionals the ability to network with fellow professionals who they might never otherwise have had the opportunity to engage with. There’s a wonderful mix of backgrounds and experience from corporate, agency and nonprofits that encourages and promotes very beneficial idea sharing. Our monthly luncheon programs provide a unique and convenient way to stay up-to-date on the most relevant PR topics, while networking (did I mention NETWORKING?), while our socials and annual PRPalooza are great events where you can kick back and have some fun in a more casual atmosphere (and network…). We are a super fun (and well-connected) group! #justsayin

What social media outlets do you use?
Personally, I’m very active on Facebook, which, according to my 16-year-old sister, makes me old. I also think that LinkedIn is a great way to stay “virtually connected” with your business network. I have a Twitter account that is essentially random and ridiculous that I don’t keep up with very often… unless there is an awards show or the Packers are playing. I’m also obsessed with Pinterest – I should legitimately look into some kind of rehabilitation program.

What do you like to do outside of work?
I live in Wauwatosa with my 8-year-old daughter, Molly and rescue terrier-mix, Kirby. We spend a lot of time at local parks, museums, festivals, and other wholesome family places. I also enjoy checking out new restaurants and bars throughout the city. Live music and karaoke is my jam (see what I did there?) – but, fair warning: 90s rap WILL happen at karaoke. I apologize in advance to anyone who has or may encounter that. I also am an avid reader and writer (I do work in PR after all!).

What’s your favorite restaurant in Southeastern Wisconsin?
La Merenda is my favorite restaurant in the city for “fancy food.” The atmosphere and quality is just amazing. I also love Cielito Lindo for Mexican food… It’s so cozy and friendly with great, cheap Mexican food. Blue’s Egg is bar none the best breakfast spot in the city. I also love Juniper 61. No – I can’t pick just one…

What’s the best vacation you’ve taken?
St. John, U.S. Virgin Islands, hands down. We rented a beautiful villa with a salt water infinity pool and a gorgeous view of the ocean – literally the most beautiful beaches I have ever seen in my life. Awesome balance of low-key relaxation and vacation/beach shenanigans. Even with the semi-severe sun stroke I got from floating in the pool drinking cocktails and smoking cigars all day – I’d go there again in a heartbeat.

Take 5: Heidi Fendos

Chapter position: Director at largeHeidi Fendos 2013 3MB web size
Current position: Owner, Fendos PR

What do you find most beneficial about our chapter? Networking with industry peers and staying up to date on changes in our industry by hearing great luncheon speakers.

What’s the craziest thing you’ve had to do for work? I’ve had three really amazing projects I’ve been lucky enough to work on in my career. I was the PR Counsel for Concordia University when President Bush spoke at their spring commencement, so I got to work with White House staff and secret service in planning and promoting that event. I also got to work with Dave Fantle when he was with Visit Milwaukee to unveil the Bronze Fonz with the cast of Happy Days and for Danny Gokey’s American Idol Homecoming Day. Both events were so much fun and so memorable to work on. It was such a neat experience for me to meet the cast of Happy Days since I had grown up watching the show every week. I had perma-grin the entire day.

Who do you suggest your fellow chapter members follow on Twitter? Reporters and bloggers they are trying to pitch.

What do you like to do outside of work? Spend time with my husband and two boys, ages 12 and 14. We love to travel, play Frisbee golf, shoot hoops, watch movies and bike. When I’m not spending time with them, I enjoy baking, reading, crocheting and hanging with my friends.

What’s your favorite restaurant in Southeastern Wisconsin? It’s too hard to pick one! Italian: That’s Amore, French: Le Reve, Thai: Mekong Café, Special Occasion: Crazy Water, Pizza: Balisteri’s.

Take 5 is a recurring set of questions designed to get to know our chapter’s board members.

Take 5: Meg Hemmelgarn

meg hemmelgarn headshotChapter position: Social media and communications chair
Current position: PR account supervisor at STIR

What do you find most beneficial about our chapter?
I enjoy the networking and educational opportunities the chapter provides. It’s a great group with a lot of smart PR professionals.

What social media outlets do you use?
Facebook, Twitter, Pinterest, Instagram and LinkedIn

What do you like to do outside of work?
My husband I recently bought a house and have had a lot of fun renovating, decorating and landscaping. I enjoy trying new restaurants, Pilates and spending time with family and friends.

What’s your favorite part about living and working in Southeastern Wisconsin?
I love living here. I grew up here and spent a few years in Ohio attending college and working, and I’m happy to be back in Milwaukee. It’s a great city with a lot to offer – restaurants, festivals, sports venues and more.

What’s your favorite restaurant in Southeastern Wisconsin?
I love so many. My favorites are Bel Air Cantina, Sobelman’s, Buck Bradley’s and Ann’s Italian Restaurant.

What’s the best vacation you’ve taken?
Aruba. The beaches were beautiful. We took a jeep tour of the island, exploring a natural pool and ruins of an old gold mine. Snorkeling was also a lot of fun.

Take 5 is a recurring set of questions designed to get to know our chapter’s board members

Take 5: Katie Baumgart

Chapter position: Young pros co-chairKatie Baumgart
Current position: PR account executive at Laughlin Constable

What do you find most beneficial about our chapter?
I think the chapter’s monthly networking and educational events are extremely beneficial. They give me the opportunity to stay educated and up-to-date on what is going on in our industry, both locally and beyond.

What social media outlets do you use?
Facebook, LinkedIn, Twitter, Instagram, Pinterest

What do you like to do outside of work?
I enjoy spending time outdoors – hiking, biking, running, boating and horseback riding. I also enjoy trying new restaurants and spending time with family and friends.

What’s your favorite part about living and working in Southeastern Wisconsin?
I LOVE Southeastern Wisconsin. I think Milwaukee offers the best of both worlds – it has a bigger city feel with trendy restaurants, nightlife and entertainment, but it’s still filled with friendly, down-to-earth people. It’s a great community to be part of.

What’s your favorite restaurant in Southeastern Wisconsin?
I have too many to count, but some that I visit most frequently are Pizza Man, Blazac, Cafe Hollander and Cempazuchi.

Take 5 is a recurring set of questions designed to get to know our chapter’s board members.

Take 5: Kelly Savage, APR

Chapter position: Chair of accreditation Kelly Savage
Current position: Community relations specialist for WI, MN and ND at State Farm

What do you find most beneficial about our chapter? I love the networking opportunities as I get more involved with chapter activities. I am also the local chair of accreditation and enjoy helping members through this process. Everyone on the board is friendly and willing to help members and their companies grow and succeed. Take advantage of all we have to offer!

What do you like best about being a professional communicator? I love telling stories. I think I have one of the best gigs around. I funnel State Farm® funding to groups that are doing great work in our community, and then I get to partner with them and leverage public relations tools to showcase our partnership to external audiences. I love it!

Who do you suggest your fellow chapter members follow on Twitter? I mainly use Facebook and Twitter. I manage a Twitter account for State Farm. Would love to connect with you there. Follow me @SF_KellySavage!

What do you like to do outside of work? I have two boys, ages 5 and 8. I like to enjoy my time with them and my husband outside of work. I also love to exercise. I covered 500 miles with my feet last year and hope to increase my mileage for 2014!

What’s your favorite restaurant in Southeastern Wisconsin? I love to try new restaurants in the area. I love Blue’s Egg for great breakfast food and love Wasabi in Brookfield for fantastic sushi.

Take 5 is a recurring set of questions designed to get to know our chapter’s board members.