Most Impressive PR Leaders, Making Waves in the Industry, 2023

1. www.insightssuccess.com VOL-06 | ISSUE-14 | 2023 Most Impressive PR Leaders, Making Waves in the Industry, 2023 Navigating the PR Landscape Examining the Transformational Leadership Styles that Define Industry Excellence Unleashing the Power of PR Understanding the Impact and Influence of Leaders of Content and Communication in 2023 Wipper Cheryl Cheryl Empowering the Accounting and Finance Field

4. Spotlighting the Attributes of Brilliance ublic relations (PR) is a crucial aspect of modern They are creative storytellers capable of developing business and communication strategies. It involves compelling narratives that resonate with their target P managing the relationship between an organization audiences. They embrace new technologies and adapt to or individual and the public, with the aim of building a changing communication trends. positive image, managing reputation, and fostering effective communication. Over the years, numerous PR leaders have The PR landscape is ever evolving, and leaders in this field emerged, leaving a significant impact on the industry and must be adaptable and resilient. They embrace change, stay shaping its practices. open to new ideas, and can quickly adjust their strategies to meet evolving demands. They remain composed in the face Effective public relations (PR) leaders possess a unique set of challenges and are determined to find solutions. of skills and qualities that enable them to navigate the Embracing the journey of the leaders in the niche, Insights dynamic and challenging world of communications. Success sheds light on Most Impressive PR Leaders, Making Waves in the Industry, 2023. Flip through the PR leaders are skilled strategists who can see the big picture and develop comprehensive plans to achieve organizational pages and indulge in the success stories that spotlight the goals. They understand how PR fits into the overall epitome of excellence along with the innovations that these business strategy and can align communication efforts with leaders are empowering in the dynamic business arena. broader objectives. Communication lies at the heart of PR, and leaders in this field excel in both written and verbal Have a Delightful Read! communication. They can articulate ideas clearly, convey messages effectively to various audiences, and adapt their communication style to different channels and platforms. PR leaders have a deep understanding of the media landscape. They stay updated on current events, emerging Editor’s Editor’s trends, and evolving platforms. They know how to leverage media opportunities, pitch stories effectively, and build Abhishek Joshi N o t e N o t e relationships with journalists to secure positive coverage. PR leaders think outside the box and are constantly seeking innovative ways to engage audiences. Abhishek Joshi

5. Spotlighting the Attributes of Brilliance ublic relations (PR) is a crucial aspect of modern They are creative storytellers capable of developing business and communication strategies. It involves compelling narratives that resonate with their target P managing the relationship between an organization audiences. They embrace new technologies and adapt to or individual and the public, with the aim of building a changing communication trends. positive image, managing reputation, and fostering effective communication. Over the years, numerous PR leaders have The PR landscape is ever evolving, and leaders in this field emerged, leaving a significant impact on the industry and must be adaptable and resilient. They embrace change, stay shaping its practices. open to new ideas, and can quickly adjust their strategies to meet evolving demands. They remain composed in the face Effective public relations (PR) leaders possess a unique set of challenges and are determined to find solutions. of skills and qualities that enable them to navigate the Embracing the journey of the leaders in the niche, Insights dynamic and challenging world of communications. Success sheds light on Most Impressive PR Leaders, Making Waves in the Industry, 2023. Flip through the PR leaders are skilled strategists who can see the big picture and develop comprehensive plans to achieve organizational pages and indulge in the success stories that spotlight the goals. They understand how PR fits into the overall epitome of excellence along with the innovations that these business strategy and can align communication efforts with leaders are empowering in the dynamic business arena. broader objectives. Communication lies at the heart of PR, and leaders in this field excel in both written and verbal Have a Delightful Read! communication. They can articulate ideas clearly, convey messages effectively to various audiences, and adapt their communication style to different channels and platforms. PR leaders have a deep understanding of the media landscape. They stay updated on current events, emerging Editor’s Editor’s trends, and evolving platforms. They know how to leverage media opportunities, pitch stories effectively, and build Abhishek Joshi N o t e N o t e relationships with journalists to secure positive coverage. PR leaders think outside the box and are constantly seeking innovative ways to engage audiences. Abhishek Joshi

6. Profile Contents Cov Story 20 Ashley Rea PRide of Poultry A r t i c l e s Navigating the PR Landscape 16 08 Examining the Transformational Leadership Styles that Dene Industry Excellence Cheryl Cheryl Unleashing the Power of PR Wipper 24 Understanding the Impact and Inuence of Leaders of Content and Communication in 2023 Empowering the Accounting and Finance Field

7. Profile Contents Cov Story 20 Ashley Rea PRide of Poultry A r t i c l e s Navigating the PR Landscape 16 08 Examining the Transformational Leadership Styles that Dene Industry Excellence Cheryl Cheryl Unleashing the Power of PR Wipper 24 Understanding the Impact and Inuence of Leaders of Content and Communication in 2023 Empowering the Accounting and Finance Field

8. Editor-in-Chief Merry D'Souza Deputy Editor Executive Editor Assistant Editor Abhishek Joshi Jenny Fernandes Anish Miller Art & Design Director Associate Designer Visualizer David King Ankita Pandharpure Revati Badkas Senior Sales Managers Business Development Manager Sihanee M., Rouniyar A. Tim, Prathamesh Marketing Manager Sales Executives Company Name Featured Person Brief James M. Rushikesh, JD Ashley is a strategic communicator adept at building Ashley Rea communication strategies and programs designed to achieve Technical Head Business Development Executives Wayne-Sanderson Senior Manager of business results such as talent acquisition, productivity, Farms Communication Jacob Smile Simon, Shweta retention and development. Association of International Technical Specialist Digital Marketing Manager Certified Professional A Cheryl Wipper Dominique T. Prachi Mokashi ccountants (AICPA) and Cheryl is making companies better with a passion for Vice President - Chartered Institute of excellence, innovation and change that inspires her, every day. Content and Management Accountants® Communications (CIMA) Research Analyst SME-SMO Executive Frank Adams Sagar Lahigade Fabiana Fabiana Lacerca-Allen is a C-Suite executive with extensive Lacerca-Allen Aimmune Therapeutics experience in law, compliance, risk and crisis management and Senior Vice President aimmune.com ESG for more than 30 years Database Management Technology Consultant Circulation Manager Compliance Stella Andrew David Stokes Robert Brown Karen is experienced working in start-ups and large Gamestream sales@insightssuccess.com Karen Seror international matrix organizations and cross-functional teams. gamestream.biz CMO July, 2023 Under Suzie's leadership, the organization aims to play a key Suzie Yorke The Better Chocolates role in getting North Americans eating more healthy fats, less CEO and Co-founder thebetterchocolates.com sugar, feeling great about it and living healthier lives Follow us on : www.facebook.com/insightssuccess/ www.twitter.com/insightssuccess We are also available on : Copyright © 2023 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success. Reprint rights remain solely with Insights Success.

9. Editor-in-Chief Merry D'Souza Deputy Editor Executive Editor Assistant Editor Abhishek Joshi Jenny Fernandes Anish Miller Art & Design Director Associate Designer Visualizer David King Ankita Pandharpure Revati Badkas Senior Sales Managers Business Development Manager Sihanee M., Rouniyar A. Tim, Prathamesh Marketing Manager Sales Executives Company Name Featured Person Brief James M. Rushikesh, JD Ashley is a strategic communicator adept at building Ashley Rea communication strategies and programs designed to achieve Technical Head Business Development Executives Wayne-Sanderson Senior Manager of business results such as talent acquisition, productivity, Farms Communication Jacob Smile Simon, Shweta retention and development. Association of International Technical Specialist Digital Marketing Manager Certified Professional A Cheryl Wipper Dominique T. Prachi Mokashi ccountants (AICPA) and Cheryl is making companies better with a passion for Vice President - Chartered Institute of excellence, innovation and change that inspires her, every day. Content and Management Accountants® Communications (CIMA) Research Analyst SME-SMO Executive Frank Adams Sagar Lahigade Fabiana Fabiana Lacerca-Allen is a C-Suite executive with extensive Lacerca-Allen Aimmune Therapeutics experience in law, compliance, risk and crisis management and Senior Vice President aimmune.com ESG for more than 30 years Database Management Technology Consultant Circulation Manager Compliance Stella Andrew David Stokes Robert Brown Karen is experienced working in start-ups and large Gamestream sales@insightssuccess.com Karen Seror international matrix organizations and cross-functional teams. gamestream.biz CMO July, 2023 Under Suzie's leadership, the organization aims to play a key Suzie Yorke The Better Chocolates role in getting North Americans eating more healthy fats, less CEO and Co-founder thebetterchocolates.com sugar, feeling great about it and living healthier lives Follow us on : www.facebook.com/insightssuccess/ www.twitter.com/insightssuccess We are also available on : Copyright © 2023 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success. Reprint rights remain solely with Insights Success.

10. Cover Story Cheryl Cheryl Wipper Empowering the Accounting and Finance Field Cheryl identified enormous opportunities to transform the learning and product offerings. She led her team to apply a new journey-based learning methodology, new tools, and technologies Cheryl Wipper Vice President – Content and and implement adaptive and generative AI Communica?ons Associa?on of Interna?onal features. Cer?fied Professional Accountants (AICPA) and Chartered Ins?tute of Management Accountants® (CIMA)

11. Cover Story Cheryl Cheryl Wipper Empowering the Accounting and Finance Field Cheryl identified enormous opportunities to transform the learning and product offerings. She led her team to apply a new journey-based learning methodology, new tools, and technologies Cheryl Wipper Vice President – Content and and implement adaptive and generative AI Communica?ons Associa?on of Interna?onal features. Cer?fied Professional Accountants (AICPA) and Chartered Ins?tute of Management Accountants® (CIMA)

12. Most Impressive PR Leaders, Making Waves in the Industry, 2023 aving spent three decades in the marketing and Pushing the Limits The Association aims to build trust by empowering its encourages employees to feel valued and motivated to communications industries, boasting additional members and engaged professionals with knowledge and contribute their best efforts. H experience in learning innovation, operational Cheryl was the first in her organization to recommend and opportunities to lead in broadening prosperity for a more effectiveness, efficiency, and digital transformation, Cheryl utilize marketing automation, introduce customer inclusive, sustainable, and resilient future. Cheryl also points out how important relationships are, Wipper has made her mark. She possesses a unique experience, push digital personalization and customized especially as employees move up the ladder. She leadership attribute, the ability to view her organization as communication, develop a global master brand strategy and Cheryl’s team is critical to achieving the organization’s encourages her employees to identify champions that can an outsider would. This perspective has helped her stay architecture, and apply enterprise content strategy and a purpose, value and vision. She makes sure her team help them achieve audacious goals. Champions, she ahead of the curve, developing and implementing strategies content supply chain approach to learning and product members, no matter their level, understand and can explain believes, are different from friends. Friends are important, well ahead of other professional associations. development. She had to convince her organization each their contribution to the organization. Work that has a of course. But champions support an individual’s or team’s time to be an early adopter of these trends, but she knew purpose, she believes, is more meaningful and relevant and vision and help move it forward even when obstacles As the Vice President – Content and Communications at they would catapult them into more competitive market- when employees know that and connect their individual prevent progress. She also advocates for managing one’s the Association of International Certified Professional focused positions. work with it, they are more engaged, loyal and committed emotions in the workplace. We are all human, but being Accountants (AICPA) and Chartered Institute of to excellence. able to remain calm, focused and self-observant during Management Accountants® (CIMA), Cheryl is Cheryl has also successfully led critical campaigns on conflict enables quicker resolution. passionate about making companies better through organizational changes, thanks to the early adoption of With such an important role to the organization, Cheryl excellence, innovation, and change. Cheryl has led her trends. Throughout her career, she has pushed for change pushes innovation constantly. Never say “this is the way teams to win more than 150 awards for innovation and rather than reacted to it, understanding that industries and we’ve always done it.” She seeks to rethink and reimagine excellence across groups such as the IABC, PR News, PR business models inevitably change and that it is better to with the goal of always delivering at higher and better Week, Stevies, Marcom Awards, Association for Women in help shape the future than to be at its mercy. levels. Communications, PRSA, PR Daily and SABRE. She has also been named a Top Woman in PR. In 2022, PR News Cheryl Wipper started her career in academics, teaching Cheryl enables this approach in the organization through Cheryl Wipper started her career in college-level English literature courses with a specialization named her an Industry Innovator. established norms for behavior and culture centered around in Anglo-Saxon and Middle English. However, she realized trust, respect, and standing up for what is right. It academics, teaching college-level Find out more about Cheryl's journey below. one day that her career path was limited, and she would encourages assuming positive intent, having necessary only talk to a small group of scholars throughout her conversations, and supporting diversity, equity, and English literature courses with a academic career. This realization inspired her to apply the inclusion. Their culture values innovation and continuous skills she learned as an academic in a business environment. improvement, which has allowed Cheryl to lead several specialization in Anglo-Saxon and changes successfully. These established norms for She was an excellent writer and a strong critical thinker, behavior and culture help the Middle English. comfortable presenting in front of a room, and loved finding organization to maintain a solutions to complex problems. One of her colleagues once positive and productive said, “If something hard needs to get done, give it to work environment that Cheryl.” Cheryl found that the business world was an ideal fit for her because of her academic training, not despite it. She was always willing to enthusiastically tackle tough questions, impossible situations, and thorny issues. Empowering Accountants The Association of International Certified Professional Accountants® (the Association) is a global organization that represents both AICPA® and CIMA®. With 689,000 members, students, and engaged professionals in 196 countries and territories, the Association is the world’s leading organization on public and management accounting issues. They achieve this through advocacy, supporting the CPA license, the CGMA designation and specialized credentials, professional development, and thought leadership.

13. Most Impressive PR Leaders, Making Waves in the Industry, 2023 aving spent three decades in the marketing and Pushing the Limits The Association aims to build trust by empowering its encourages employees to feel valued and motivated to communications industries, boasting additional members and engaged professionals with knowledge and contribute their best efforts. H experience in learning innovation, operational Cheryl was the first in her organization to recommend and opportunities to lead in broadening prosperity for a more effectiveness, efficiency, and digital transformation, Cheryl utilize marketing automation, introduce customer inclusive, sustainable, and resilient future. Cheryl also points out how important relationships are, Wipper has made her mark. She possesses a unique experience, push digital personalization and customized especially as employees move up the ladder. She leadership attribute, the ability to view her organization as communication, develop a global master brand strategy and Cheryl’s team is critical to achieving the organization’s encourages her employees to identify champions that can an outsider would. This perspective has helped her stay architecture, and apply enterprise content strategy and a purpose, value and vision. She makes sure her team help them achieve audacious goals. Champions, she ahead of the curve, developing and implementing strategies content supply chain approach to learning and product members, no matter their level, understand and can explain believes, are different from friends. Friends are important, well ahead of other professional associations. development. She had to convince her organization each their contribution to the organization. Work that has a of course. But champions support an individual’s or team’s time to be an early adopter of these trends, but she knew purpose, she believes, is more meaningful and relevant and vision and help move it forward even when obstacles As the Vice President – Content and Communications at they would catapult them into more competitive market- when employees know that and connect their individual prevent progress. She also advocates for managing one’s the Association of International Certified Professional focused positions. work with it, they are more engaged, loyal and committed emotions in the workplace. We are all human, but being Accountants (AICPA) and Chartered Institute of to excellence. able to remain calm, focused and self-observant during Management Accountants® (CIMA), Cheryl is Cheryl has also successfully led critical campaigns on conflict enables quicker resolution. passionate about making companies better through organizational changes, thanks to the early adoption of With such an important role to the organization, Cheryl excellence, innovation, and change. Cheryl has led her trends. Throughout her career, she has pushed for change pushes innovation constantly. Never say “this is the way teams to win more than 150 awards for innovation and rather than reacted to it, understanding that industries and we’ve always done it.” She seeks to rethink and reimagine excellence across groups such as the IABC, PR News, PR business models inevitably change and that it is better to with the goal of always delivering at higher and better Week, Stevies, Marcom Awards, Association for Women in help shape the future than to be at its mercy. levels. Communications, PRSA, PR Daily and SABRE. She has also been named a Top Woman in PR. In 2022, PR News Cheryl Wipper started her career in academics, teaching Cheryl enables this approach in the organization through Cheryl Wipper started her career in college-level English literature courses with a specialization named her an Industry Innovator. established norms for behavior and culture centered around in Anglo-Saxon and Middle English. However, she realized trust, respect, and standing up for what is right. It academics, teaching college-level Find out more about Cheryl's journey below. one day that her career path was limited, and she would encourages assuming positive intent, having necessary only talk to a small group of scholars throughout her conversations, and supporting diversity, equity, and English literature courses with a academic career. This realization inspired her to apply the inclusion. Their culture values innovation and continuous skills she learned as an academic in a business environment. improvement, which has allowed Cheryl to lead several specialization in Anglo-Saxon and changes successfully. These established norms for She was an excellent writer and a strong critical thinker, behavior and culture help the Middle English. comfortable presenting in front of a room, and loved finding organization to maintain a solutions to complex problems. One of her colleagues once positive and productive said, “If something hard needs to get done, give it to work environment that Cheryl.” Cheryl found that the business world was an ideal fit for her because of her academic training, not despite it. She was always willing to enthusiastically tackle tough questions, impossible situations, and thorny issues. Empowering Accountants The Association of International Certified Professional Accountants® (the Association) is a global organization that represents both AICPA® and CIMA®. With 689,000 members, students, and engaged professionals in 196 countries and territories, the Association is the world’s leading organization on public and management accounting issues. They achieve this through advocacy, supporting the CPA license, the CGMA designation and specialized credentials, professional development, and thought leadership.

14. Making the Difference In 2020, Cheryl took over learning development for her When my turn came, without even thinking, I chose organization and became a student herself to understand the The Success the biggest horse. He a Belgian horse standing market they serve and have a customer view. Cheryl identified enormous opportunities to transform the learning around 15-16 hands. And he scared me. But I and product offerings. She led her team to apply a new wanted to test myself. Could I make this horse walk journey-based learning methodology, new tools, and technologies and implement adaptive and generative AI around the pen with me? Story Story features. The group launched a new learning delivery system that Now, you can’t tug on a horse to make it go. You provided deeply interactive and personalized learning take the rope, and you walk with certainty. That experiences, which is still an ongoing project. Cheryl’s Early in my career, I read a book about learning understanding of the complexity of the accounting and sends the message- follow me. And that’s what I finance profession, along with her vision for innovative that defined learning as a “spiral of disequilibrium.” did. At first, he didn’t budge, but then he began to learning, helped her guide her team toward success. Basically, the theory says, learning is a place of walk. Around the pen we went, my heart thudding Cheryl believes that a positive work culture is essential for discomfort, and you will be uncomfortable and off- in my chest. He followed. employees to thrive. That is achieved by enabling them to balance until you gain mastery. This resonated with share their opinions, and test and learn without fear of being penalized for their mistakes. She values diverse me and I have used it as a measurement of growth After this was over, the executive of the team I was perspectives and encourages her team to speak out, ever since. challenge respectfully, and push the boundaries of on came over to me. She said- I watched you choose innovation. the scariest horse in here, and it dawned on me, this This commitment to growth led me to continually- She believes that this approach fosters employees who are is what you do at work. You choose the scariest passionate and fulfilled by their work. Cheryl also and I still do it- put myself in places of discomfort. horses. understands the importance of work-life balance and honors I always took the biggest, hardest projects- the her employees' boundaries by rarely contacting them outside of work hours. She strives for a whole-person projects no one else wanted because it scared them. It And indeed, I do. I have led enormous projects that approach to leadership, recognizing that employees bring scared me too. But if I was going to grow, I had to their whole selves to work, and it is vital to respect that. others couldn’t complete- most recently a take them. reorganization that resulted in my leading a team of 244 people. That was a year and a half of About 10 years ago, I attended a leadership retreat discomfort. But at the end of it, I was promoted. It where we practiced leadership by working with horses. has been just a year and a half since that I hadn’t been near a horse in over 30 years, so I Cheryl was the first in her organization to promotion and I am still building a brand-new team was plenty uncomfortable being around horses. My in a zone of discomfort. utilize marketing automation, introduce customer colleagues picked the smaller horses- the ones they experience, push digital personalization and customized felt they could manage. If you’ve ever been around a horse, you know that horses respond to unspoken communication, develop a master brand strategy and architecture, and authority and leadership. The sense your stance in apply enterprise content strategy and a content supply chain relation to them and respond to it. approach to learning and product development. adX

15. Making the Difference In 2020, Cheryl took over learning development for her When my turn came, without even thinking, I chose organization and became a student herself to understand the The Success the biggest horse. He a Belgian horse standing market they serve and have a customer view. Cheryl identified enormous opportunities to transform the learning around 15-16 hands. And he scared me. But I and product offerings. She led her team to apply a new wanted to test myself. Could I make this horse walk journey-based learning methodology, new tools, and technologies and implement adaptive and generative AI around the pen with me? Story Story features. The group launched a new learning delivery system that Now, you can’t tug on a horse to make it go. You provided deeply interactive and personalized learning take the rope, and you walk with certainty. That experiences, which is still an ongoing project. Cheryl’s Early in my career, I read a book about learning understanding of the complexity of the accounting and sends the message- follow me. And that’s what I finance profession, along with her vision for innovative that defined learning as a “spiral of disequilibrium.” did. At first, he didn’t budge, but then he began to learning, helped her guide her team toward success. Basically, the theory says, learning is a place of walk. Around the pen we went, my heart thudding Cheryl believes that a positive work culture is essential for discomfort, and you will be uncomfortable and off- in my chest. He followed. employees to thrive. That is achieved by enabling them to balance until you gain mastery. This resonated with share their opinions, and test and learn without fear of being penalized for their mistakes. She values diverse me and I have used it as a measurement of growth After this was over, the executive of the team I was perspectives and encourages her team to speak out, ever since. challenge respectfully, and push the boundaries of on came over to me. She said- I watched you choose innovation. the scariest horse in here, and it dawned on me, this This commitment to growth led me to continually- She believes that this approach fosters employees who are is what you do at work. You choose the scariest passionate and fulfilled by their work. Cheryl also and I still do it- put myself in places of discomfort. horses. understands the importance of work-life balance and honors I always took the biggest, hardest projects- the her employees' boundaries by rarely contacting them outside of work hours. She strives for a whole-person projects no one else wanted because it scared them. It And indeed, I do. I have led enormous projects that approach to leadership, recognizing that employees bring scared me too. But if I was going to grow, I had to their whole selves to work, and it is vital to respect that. others couldn’t complete- most recently a take them. reorganization that resulted in my leading a team of 244 people. That was a year and a half of About 10 years ago, I attended a leadership retreat discomfort. But at the end of it, I was promoted. It where we practiced leadership by working with horses. has been just a year and a half since that I hadn’t been near a horse in over 30 years, so I Cheryl was the first in her organization to promotion and I am still building a brand-new team was plenty uncomfortable being around horses. My in a zone of discomfort. utilize marketing automation, introduce customer colleagues picked the smaller horses- the ones they experience, push digital personalization and customized felt they could manage. If you’ve ever been around a horse, you know that horses respond to unspoken communication, develop a master brand strategy and architecture, and authority and leadership. The sense your stance in apply enterprise content strategy and a content supply chain relation to them and respond to it. approach to learning and product development. adX

16. Implementing Future Tech coming years. Several possible scenarios could play out: it could replace human capabilities, be used for efficiency Cheryl Wipper recognizes the rapidly changing nature of gains, or make human uniqueness even more valuable. the business world and the impact of technological Cheryl believes it's essential to drive the change rather than advancements on the accounting and finance profession. react to it to stay ahead of the curve. And for that reason, With the advent of generative AI, roles once deemed she advocates for the tool to complement and inform rather exclusive to humans are now being automated. While she than replace human outputs. Her team will continue to Global Global Global acknowledges the potential benefits of such technology, she identify generative AI's place in their organization and use also highlights the importance of being cautious in its it to enhance human capabilities and improve speed to application. market. In other words, technology doesn’t have to be a Subscription disruptor. It can guide professionals to deliver better and As the head of a team that develops content for the more efficient work. Choose accounting profession, she encourages her team to experiment with generative AI but also to be mindful of the Bequeathing Guidance Excellent risks, ethical considerations and legal implications of this technology. Because her team authors most of the Cheryl advises aspirants willing to venture into modern organization’s content, she works hard to make sure her business to get comfortable with change. She says, "While Choose team champions and maintains its originality, authority and others are scared of change, you can remain objective voice. After all, she says, “We are speaking on behalf of a about its impact- and that puts any professional in a place Insights. learned profession. As its steward, we are trusted to of growth." represent it with authenticity and accuracy.” "Be willing to hear perspectives different from yours. Being Cheryl predicts generative AI will be the most significant right rarely builds growth. But learning from others and learning, content, and creative output disrupter in the building relationships by wrestling through differences leads to success," Cheryl concludes.

17. Implementing Future Tech coming years. Several possible scenarios could play out: it could replace human capabilities, be used for efficiency Cheryl Wipper recognizes the rapidly changing nature of gains, or make human uniqueness even more valuable. the business world and the impact of technological Cheryl believes it's essential to drive the change rather than advancements on the accounting and finance profession. react to it to stay ahead of the curve. And for that reason, With the advent of generative AI, roles once deemed she advocates for the tool to complement and inform rather exclusive to humans are now being automated. While she than replace human outputs. Her team will continue to Global Global Global acknowledges the potential benefits of such technology, she identify generative AI's place in their organization and use also highlights the importance of being cautious in its it to enhance human capabilities and improve speed to application. market. In other words, technology doesn’t have to be a Subscription disruptor. It can guide professionals to deliver better and As the head of a team that develops content for the more efficient work. Choose accounting profession, she encourages her team to experiment with generative AI but also to be mindful of the Bequeathing Guidance Excellent risks, ethical considerations and legal implications of this technology. Because her team authors most of the Cheryl advises aspirants willing to venture into modern organization’s content, she works hard to make sure her business to get comfortable with change. She says, "While Choose team champions and maintains its originality, authority and others are scared of change, you can remain objective voice. After all, she says, “We are speaking on behalf of a about its impact- and that puts any professional in a place Insights. learned profession. As its steward, we are trusted to of growth." represent it with authenticity and accuracy.” "Be willing to hear perspectives different from yours. Being Cheryl predicts generative AI will be the most significant right rarely builds growth. But learning from others and learning, content, and creative output disrupter in the building relationships by wrestling through differences leads to success," Cheryl concludes.

18. Navigating the PR Landscape Examining e Transformational Leadership Styles at Define Industry Excellence he field of public relations (PR) is a dynamic and shared purpose, these leaders foster a sense of ownership ever-evolving landscape, requiring leaders who and commitment among their PR professionals. T possess the skills and vision to navigate the complexities of the industry. The PR landscape is ever- Empowering and Developing Talent changing and evolving, becoming highly multifaceted. The days of PR and marketing operating in silos, as separate Transformational leaders understand the importance of organizations, are long gone. PR is now highly integrated nurturing and developing their team members' skills and into the holistic marketing strategy, meaning that PR teams capabilities. They provide opportunities for growth, need to be highly skilled in their communication abilities, encourage creativity and empower their teams to take especially when it comes to brand storytelling and dynamic ownership of their work. By fostering a culture of content creation. Effective PR can help businesses build a continuous learning and personal development, these positive reputation, increase brand awareness and leaders create a motivated and high-performing PR ultimately drive business success. workforce. PR professionals play a crucial role in guiding businesses to Building Strong Relationships: Stakeholder develop and strengthen their brand identities, communicate Engagement and Collaboration their values and mission to the public, and build meaningful relationships with their stakeholders. By understanding Relationship Building these leadership styles, professionals can navigate the PR landscape with confidence and chart a path towards success. Successful PR leaders recognize the importance of In this article, we delve into the strategies and leadership building strong relationships styles that define excellence in the PR landscape. With a with stakeholders, including clients, media, influencers and focus on transformational leadership, we explore how influential leaders inspire their teams, drive innovation and internal teams. They prioritize open and create meaningful impact in their organizations. transparent communication, actively listen to stakeholders' needs and concerns, and seek mutually Inspiring Change and Innovation beneficial outcomes. By fostering trust and collaboration, these leaders create a supportive ecosystem that enhances Visionary Leadership their organization's reputation and drives success. Transformational PR leaders have a clear vision for the Collaborative Approach future of their organizations and the industry as a whole. They inspire their teams by painting a compelling picture of PR leaders understand the power of collaboration within the desired future state and engaging them in the journey their organizations and across different disciplines. They towards that vision. By aligning their team's efforts with a facilitate cross-functional teamwork, encouraging diverse July 2023 | 16 | www.insightssuccess.com July 2023 | 17 | www.insightssuccess.com

19. Navigating the PR Landscape Examining e Transformational Leadership Styles at Define Industry Excellence he field of public relations (PR) is a dynamic and shared purpose, these leaders foster a sense of ownership ever-evolving landscape, requiring leaders who and commitment among their PR professionals. T possess the skills and vision to navigate the complexities of the industry. The PR landscape is ever- Empowering and Developing Talent changing and evolving, becoming highly multifaceted. The days of PR and marketing operating in silos, as separate Transformational leaders understand the importance of organizations, are long gone. PR is now highly integrated nurturing and developing their team members' skills and into the holistic marketing strategy, meaning that PR teams capabilities. They provide opportunities for growth, need to be highly skilled in their communication abilities, encourage creativity and empower their teams to take especially when it comes to brand storytelling and dynamic ownership of their work. By fostering a culture of content creation. Effective PR can help businesses build a continuous learning and personal development, these positive reputation, increase brand awareness and leaders create a motivated and high-performing PR ultimately drive business success. workforce. PR professionals play a crucial role in guiding businesses to Building Strong Relationships: Stakeholder develop and strengthen their brand identities, communicate Engagement and Collaboration their values and mission to the public, and build meaningful relationships with their stakeholders. By understanding Relationship Building these leadership styles, professionals can navigate the PR landscape with confidence and chart a path towards success. Successful PR leaders recognize the importance of In this article, we delve into the strategies and leadership building strong relationships styles that define excellence in the PR landscape. With a with stakeholders, including clients, media, influencers and focus on transformational leadership, we explore how influential leaders inspire their teams, drive innovation and internal teams. They prioritize open and create meaningful impact in their organizations. transparent communication, actively listen to stakeholders' needs and concerns, and seek mutually Inspiring Change and Innovation beneficial outcomes. By fostering trust and collaboration, these leaders create a supportive ecosystem that enhances Visionary Leadership their organization's reputation and drives success. Transformational PR leaders have a clear vision for the Collaborative Approach future of their organizations and the industry as a whole. They inspire their teams by painting a compelling picture of PR leaders understand the power of collaboration within the desired future state and engaging them in the journey their organizations and across different disciplines. They towards that vision. By aligning their team's efforts with a facilitate cross-functional teamwork, encouraging diverse July 2023 | 16 | www.insightssuccess.com July 2023 | 17 | www.insightssuccess.com

20. perspectives and expertise to come together for strategic PR into the effectiveness of their PR efforts. By using data- initiatives. By breaking down silos and promoting driven insights, these leaders make informed decisions, collaboration, these leaders harness the collective optimize their PR strategies and drive continuous intelligence of their teams, resulting in innovative and improvement. impactful PR campaigns. Navigating the PR landscape requires transformational Adapting to Change: Agility and Resilience leadership that inspires change, builds strong relationships, adapts to change and applies strategic thinking. Looking Agility in PR ahead, the future of PR is poised to undergo further transformation. The rise of artificial intelligence (AI) and The PR landscape is characterized by rapid changes, automation will revolutionize how PR professionals gather emerging trends and evolving technologies. data, analyze trends and personalize communication. Transformational PR leaders embrace agility, adaptability Integrated marketing communications will become and a willingness to embrace change. They stay informed increasingly important as PR leaders work closely with about industry shifts, monitor emerging platforms and other departments to create cohesive brand narratives. technologies and proactively incorporate new strategies into Additionally, the ethical implications of PR practices will their PR efforts. By being agile, these leaders can respond gain prominence, with leaders emphasizing transparency, swiftly to changing circumstances and seize opportunities authenticity and responsible communication. Influencer for their organizations. marketing will continue to shape the PR landscape, as leaders explore new ways to leverage the power of Resilience and Crisis Management influential individuals and build genuine connections with target audiences. Overall, PR leaders must remain PR leaders are often faced with challenging situations and adaptable, innovative and socially conscious to thrive in the crises that require strong leadership and crisis management evolving landscape of brand communication. skills. Transformational leaders remain composed under pressure, provide clear guidance to their teams and - Muskan Kapoor effectively navigate crises with transparency and accountability. By demonstrating resilience and instilling confidence, these leaders protect their organization's reputation and maintain trust with stakeholders. Strategic Thinking and Data-Driven Insights Strategic Mindset PR leaders approach their work with a strategic mindset, aligning PR efforts with organizational goals and objectives. They conduct thorough research and analysis, identify key PR opportunities and develop comprehensive strategies to achieve desired outcomes. By thinking strategically, these leaders ensure that PR initiatives contribute to the overall success of their organizations. Data-Driven Decision Making In the age of digital media, PR leaders harness the power of data and analytics to inform their strategies and measure their impact. They leverage data to understand audience behavior, track campaign performance and gain insights July 2023 | 18 | www.insightssuccess.com

21. perspectives and expertise to come together for strategic PR into the effectiveness of their PR efforts. By using data- initiatives. By breaking down silos and promoting driven insights, these leaders make informed decisions, collaboration, these leaders harness the collective optimize their PR strategies and drive continuous intelligence of their teams, resulting in innovative and improvement. impactful PR campaigns. Navigating the PR landscape requires transformational Adapting to Change: Agility and Resilience leadership that inspires change, builds strong relationships, adapts to change and applies strategic thinking. Looking Agility in PR ahead, the future of PR is poised to undergo further transformation. The rise of artificial intelligence (AI) and The PR landscape is characterized by rapid changes, automation will revolutionize how PR professionals gather emerging trends and evolving technologies. data, analyze trends and personalize communication. Transformational PR leaders embrace agility, adaptability Integrated marketing communications will become and a willingness to embrace change. They stay informed increasingly important as PR leaders work closely with about industry shifts, monitor emerging platforms and other departments to create cohesive brand narratives. technologies and proactively incorporate new strategies into Additionally, the ethical implications of PR practices will their PR efforts. By being agile, these leaders can respond gain prominence, with leaders emphasizing transparency, swiftly to changing circumstances and seize opportunities authenticity and responsible communication. Influencer for their organizations. marketing will continue to shape the PR landscape, as leaders explore new ways to leverage the power of Resilience and Crisis Management influential individuals and build genuine connections with target audiences. Overall, PR leaders must remain PR leaders are often faced with challenging situations and adaptable, innovative and socially conscious to thrive in the crises that require strong leadership and crisis management evolving landscape of brand communication. skills. Transformational leaders remain composed under pressure, provide clear guidance to their teams and - Muskan Kapoor effectively navigate crises with transparency and accountability. By demonstrating resilience and instilling confidence, these leaders protect their organization's reputation and maintain trust with stakeholders. Strategic Thinking and Data-Driven Insights Strategic Mindset PR leaders approach their work with a strategic mindset, aligning PR efforts with organizational goals and objectives. They conduct thorough research and analysis, identify key PR opportunities and develop comprehensive strategies to achieve desired outcomes. By thinking strategically, these leaders ensure that PR initiatives contribute to the overall success of their organizations. Data-Driven Decision Making In the age of digital media, PR leaders harness the power of data and analytics to inform their strategies and measure their impact. They leverage data to understand audience behavior, track campaign performance and gain insights July 2023 | 18 | www.insightssuccess.com

22. Most Impressive PR Leaders, Making Waves in the Industry, 2023 PRide of Poultry Ashley Rea ith a dynamic blend of creativity, passion and Practitioner of the Year by the Pine Belt chapter of the strategic thinking, Ashley Rea has made her Public Relations Association of Mississippi. Two years W mark as a public relations leader in the poultry prior, I was also named Copywriter of the Year by the industry. With Ashley at the helm as Senior Manager of American Advertising Federation of the Mississippi Gulf Communication at Wayne-Sanderson Farms, work never Coast. feels like work, but a thrilling adventure full of possibilities. Join me in getting to know Ashley Rea, a true rockstar in Aside from my duties as an editor and writer, I am every sense of the word. responsible for identifying and executing strategies related Ashley Rea, to the company's approach to media relations, corporate Senior Manager of We caught up with Ashley and talked about what truly sets communication and advertising. I work closely with media Communication her apart. organizations to further the long-term interests of Wayne- Sanderson Farms and the poultry industry. In 2018, I was Wayne-Sanderson Farms Below are the highlights of the interview: named a recipient of the International Production and Processing Expo's 30 Under 30 award, which is awarded to Tell us about yourself, highlighting your professional the next generation of young professionals who work for tenure and significant achievements in the niche. companies directly involved in the production and processing of poultry and other meat or the production of I am the senior manager of communication at Wayne- animal and poultry feed. Sanderson Farms, a vertically-integrated poultry company with a diverse portfolio of products. As the third largest In addition to spearheading the company's communication poultry producer in the nation, Wayne-Sanderson Farms efforts, I ensure adequate internal communication is employs more than 26,000 employees in operations maintained amongst the company's more than 26,000 spanning seven states, including Alabama, Arkansas, employees spanning 23 processing facilities in seven states. Georgia, Louisiana, Mississippi, North Carolina and Texas. I began my career with Wayne-Sanderson Farms, formerly known as Sanderson Farms, in 2013 as a summer intern As an editor and writer, the public relations campaigns I before being hired full-time as a communications trainee, have been a pivotal contributor to have earned over 120 a position I held until being promoted to communication public relations and advertising awards across the local, manager in 2015, manager of communication in 2017 and state, regional and international levels of competition, senior manager of communication in 2023. including awards bestowed by the Public Relations Association of Mississippi, Southern Public Relations Federation, American Advertising Federation of Jackson, By implementing a personalized, Mississippi, American Advertising Federation of the honest and unique communications Mississippi Gulf Coast and the Hermes International strategy, I can ensure that my Creative Awards. This year, I was recognized by the organization stands out amongst the Mississippi Business Journal's 2023 Top 40 Under 40 list, remainder of the market simply joining 39 other accomplished professionals recognized because we take the time to show how within the state. and why we care about those we communicate with, regardless of the In 2022, I was named a Top Woman in Public Relations by PRNEWS and the William E. "Bud" Kirkpatrick circumstances. July 2023 | 20 | www.insightssuccess.com July 2023 | 21 | www.insightssuccess.com

23. Most Impressive PR Leaders, Making Waves in the Industry, 2023 PRide of Poultry Ashley Rea ith a dynamic blend of creativity, passion and Practitioner of the Year by the Pine Belt chapter of the strategic thinking, Ashley Rea has made her Public Relations Association of Mississippi. Two years W mark as a public relations leader in the poultry prior, I was also named Copywriter of the Year by the industry. With Ashley at the helm as Senior Manager of American Advertising Federation of the Mississippi Gulf Communication at Wayne-Sanderson Farms, work never Coast. feels like work, but a thrilling adventure full of possibilities. Join me in getting to know Ashley Rea, a true rockstar in Aside from my duties as an editor and writer, I am every sense of the word. responsible for identifying and executing strategies related Ashley Rea, to the company's approach to media relations, corporate Senior Manager of We caught up with Ashley and talked about what truly sets communication and advertising. I work closely with media Communication her apart. organizations to further the long-term interests of Wayne- Sanderson Farms and the poultry industry. In 2018, I was Wayne-Sanderson Farms Below are the highlights of the interview: named a recipient of the International Production and Processing Expo's 30 Under 30 award, which is awarded to Tell us about yourself, highlighting your professional the next generation of young professionals who work for tenure and significant achievements in the niche. companies directly involved in the production and processing of poultry and other meat or the production of I am the senior manager of communication at Wayne- animal and poultry feed. Sanderson Farms, a vertically-integrated poultry company with a diverse portfolio of products. As the third largest In addition to spearheading the company's communication poultry producer in the nation, Wayne-Sanderson Farms efforts, I ensure adequate internal communication is employs more than 26,000 employees in operations maintained amongst the company's more than 26,000 spanning seven states, including Alabama, Arkansas, employees spanning 23 processing facilities in seven states. Georgia, Louisiana, Mississippi, North Carolina and Texas. I began my career with Wayne-Sanderson Farms, formerly known as Sanderson Farms, in 2013 as a summer intern As an editor and writer, the public relations campaigns I before being hired full-time as a communications trainee, have been a pivotal contributor to have earned over 120 a position I held until being promoted to communication public relations and advertising awards across the local, manager in 2015, manager of communication in 2017 and state, regional and international levels of competition, senior manager of communication in 2023. including awards bestowed by the Public Relations Association of Mississippi, Southern Public Relations Federation, American Advertising Federation of Jackson, By implementing a personalized, Mississippi, American Advertising Federation of the honest and unique communications Mississippi Gulf Coast and the Hermes International strategy, I can ensure that my Creative Awards. This year, I was recognized by the organization stands out amongst the Mississippi Business Journal's 2023 Top 40 Under 40 list, remainder of the market simply joining 39 other accomplished professionals recognized because we take the time to show how within the state. and why we care about those we communicate with, regardless of the In 2022, I was named a Top Woman in Public Relations by PRNEWS and the William E. "Bud" Kirkpatrick circumstances. July 2023 | 20 | www.insightssuccess.com July 2023 | 21 | www.insightssuccess.com

24. Enlighten our readers about your source of inspiration or company, regardless of their size, industry or unique with had it not been delivered through a channel that they the phone, schedule a meeting or attend an industry to venture into the industry. business proposition. regularly trust for essential information such as pay and conference. benefits, the company leverages an existing and engaged Growing up on a horse farm, I was always engrossed in the Enlighten us on how you have impacted the niche audience that will ultimately recognize the value of What, according to you, could be the next significant agricultural industry, with my love for horses beginning at a through your expertise in the market. strategic and engaging company communication because it change in your sector? How is your company preparing very young age, even before I could walk. When I was a helps them be more successful and knowledgeable in their to be a part of that change? baby, my Dad hung my bassinet on a nail in the barn while Good communicators and public relations professionals roles at work. he finished building it; therefore, you can reasonably say I understand that only authentic, consistent and transparent The most significant change in the public relations sector is was "raised in a barn." I am fascinated by agriculture's communication with an organization's various publics will Describe in detail the values and the work culture that the prevalence and influence of artificial intelligence in impact on our society, from feeding the world to producing make a meaningful impact on the success of your drives your organization. campaign creation. This comes as no surprise to my peers in essential products that many take for granted daily. organization or the mitigation of potential risks that could the sector. It is a positive change as it adds another resource negatively impact the organization. Therefore, generic, The work culture that drives Wayne-Sanderson Farms is an to the already resource-limited public relations practitioner's As a young public relations professional, I knew I wanted vague and guarded messaging rarely is successful and is individual commitment to our common goal of making tool belt. to work in the agricultural industry because I wanted to help quickly recognized for exactly what it is in this modern era chicken amazing by empowering each employee to identify tell the stories of the unsung heroes, our farmers and food of citizen journalism and discerning consumers. and execute what being amazing means to them. However, no opportunity comes without risk, and the same producers, and to celebrate how their contributions make it can be said for blindly trusting the recommendations of possible for people all around the world to have a safe, By implementing a personalized, honest and unique Whether volunteering their free time at a local community artificial intelligence when creating a message strategy. nutritious and affordable food supply. Being a natural-born communications strategy, I can ensure my organization organization or helping to identify a new recycling strategy Public relations practitioners still have to understand one of communicator who loved to speak, write and organize stands out amongst the remainder of the market simply for breakroom food waste, being amazing starts with every the basic tenants of the public relations practice when presentations, the public relations profession essentially because we take the time to show how and why we care one of our more than 26,000 employees, enabling our employing the insights offered by artificial intelligence chose me. I knew right away that public relations and about those we communicate with, regardless of the company to make an amazing collective difference for our research, and that is to know your audience. Know when communication was the right path for my career. I have not circumstances. Technology, best practices and public customers, consumers and communities. Our company something is out of character for your brand or organization looked back since, even after over a decade of working in relations strategies constantly evolve with specific niches believes that individual commitment to a common goal and understand what resonates well with your audience and the agriculture and public relations industries. and markets, but strong relationships, compelling stories generates consistent results that make a lasting impact over what doesn't. Fortunately and unfortunately, there is no and candid communication rarely go out of style. time on an organization and the people that depend on it for substitute for sound public relations strategy and good old- Tell us more about your company and its mission and continued success. fashioned human intuition. vision; how does it thrive towards enabling What fundamentals do you implement to drive advancements in the dynamic business arena? betterment within your organization's work culture? Undeniably, technology is playing a significant role in What would you like to advise the budding aspirants almost every sector. How are you leveraging willing to venture into the modern business arena? At Wayne-Sanderson Farms, our vision is to be the amazing As a communicator in the poultry industry, our biggest technological advancements to make your solutions poultry company. By being a partner of choice for our challenge is engaging a workforce that is constantly resourceful? Always be willing to learn, don't shy away from hard work coworkers, farmers, customers and communities, we changing, spread across a significant geographic footprint and remember to be patient with your career trajectory. It produce chicken that makes an amazing difference in the and unconnected from typical workplace communication As communications and public relations professionals, will take you much longer to get to where you ultimately lives of all that encounter it, whether it be the employee channels such as email and intranet accessed primarily by technology is key to success and ensuring communication aspire to be in both the modern business arena and the who depends on their job as one of the largest employers in employees working in an office environment. Much of our solutions are resourceful and engaging to all impacted public relations practice, and that is okay, despite how it their rural community or the farmer who can spend time workforce does not have regular access to a phone, audiences. For example, even the most inspiring and feels in the moment. with his family daily while working on the farm and computer or email, so we must be strategic and creative engaging communications will fail if they are not delivered providing for their future by growing a sustainable and with internal communications to ensure our employees are in the audience's preferred format for delivery, and Each step in the journey is essential with opportunities to affordable food crop. informed and engaged in their roles and with the ineffective technology can even render the communications learn and grow for the next role. Never stop growing, never organization. solution useless as the message never actually reaches its be willing to accept mediocrity and ensure you stay one As the third largest poultry producer in the nation, our intended recipient. step ahead of the cutting edge in your industry, and it will company thrives by embracing continuous improvement With this goal in mind, internal communications strategies ultimately all pay off in the end. such as identifying and implementing best practices, that drive improvements to work culture include pairing Utilizing artificial intelligence and data analytics to craft measuring opportunities and adopting a process-focused essential human resources functions such as pay statement carefully considered communications solutions helps culture. As a company, we have a sense of urgency and access, benefits elections and vacation requests with eliminate repetitive research and campaign evaluations. passion for what we do. company communications to ensure employees adopt the It also allows public relations practitioners to leverage the specific communication channel and are regularly engaged insights of millions of public relations campaigns This allows us to engage employees creatively, recognize with that channel. worldwide. By delivering intelligent insights and insightful their success and build trust through open and honest feedback on keywords and overall message strategy, communication. The latter aligns with my values and vision If employees have the opportunity to be exposed to internal artificial intelligence and data analytics help us learn from for public relations and communication for any organization communication that they normally wouldn't be engaged the successes of our peers without ever having to pick up July 2023 | 22 | www.insightssuccess.com July 2023 | 23 | www.insightssuccess.com

25. Enlighten our readers about your source of inspiration or company, regardless of their size, industry or unique with had it not been delivered through a channel that they the phone, schedule a meeting or attend an industry to venture into the industry. business proposition. regularly trust for essential information such as pay and conference. benefits, the company leverages an existing and engaged Growing up on a horse farm, I was always engrossed in the Enlighten us on how you have impacted the niche audience that will ultimately recognize the value of What, according to you, could be the next significant agricultural industry, with my love for horses beginning at a through your expertise in the market. strategic and engaging company communication because it change in your sector? How is your company preparing very young age, even before I could walk. When I was a helps them be more successful and knowledgeable in their to be a part of that change? baby, my Dad hung my bassinet on a nail in the barn while Good communicators and public relations professionals roles at work. he finished building it; therefore, you can reasonably say I understand that only authentic, consistent and transparent The most significant change in the public relations sector is was "raised in a barn." I am fascinated by agriculture's communication with an organization's various publics will Describe in detail the values and the work culture that the prevalence and influence of artificial intelligence in impact on our society, from feeding the world to producing make a meaningful impact on the success of your drives your organization. campaign creation. This comes as no surprise to my peers in essential products that many take for granted daily. organization or the mitigation of potential risks that could the sector. It is a positive change as it adds another resource negatively impact the organization. Therefore, generic, The work culture that drives Wayne-Sanderson Farms is an to the already resource-limited public relations practitioner's As a young public relations professional, I knew I wanted vague and guarded messaging rarely is successful and is individual commitment to our common goal of making tool belt. to work in the agricultural industry because I wanted to help quickly recognized for exactly what it is in this modern era chicken amazing by empowering each employee to identify tell the stories of the unsung heroes, our farmers and food of citizen journalism and discerning consumers. and execute what being amazing means to them. However, no opportunity comes without risk, and the same producers, and to celebrate how their contributions make it can be said for blindly trusting the recommendations of possible for people all around the world to have a safe, By implementing a personalized, honest and unique Whether volunteering their free time at a local community artificial intelligence when creating a message strategy. nutritious and affordable food supply. Being a natural-born communications strategy, I can ensure my organization organization or helping to identify a new recycling strategy Public relations practitioners still have to understand one of communicator who loved to speak, write and organize stands out amongst the remainder of the market simply for breakroom food waste, being amazing starts with every the basic tenants of the public relations practice when presentations, the public relations profession essentially because we take the time to show how and why we care one of our more than 26,000 employees, enabling our employing the insights offered by artificial intelligence chose me. I knew right away that public relations and about those we communicate with, regardless of the company to make an amazing collective difference for our research, and that is to know your audience. Know when communication was the right path for my career. I have not circumstances. Technology, best practices and public customers, consumers and communities. Our company something is out of character for your brand or organization looked back since, even after over a decade of working in relations strategies constantly evolve with specific niches believes that individual commitment to a common goal and understand what resonates well with your audience and the agriculture and public relations industries. and markets, but strong relationships, compelling stories generates consistent results that make a lasting impact over what doesn't. Fortunately and unfortunately, there is no and candid communication rarely go out of style. time on an organization and the people that depend on it for substitute for sound public relations strategy and good old- Tell us more about your company and its mission and continued success. fashioned human intuition. vision; how does it thrive towards enabling What fundamentals do you implement to drive advancements in the dynamic business arena? betterment within your organization's work culture? Undeniably, technology is playing a significant role in What would you like to advise the budding aspirants almost every sector. How are you leveraging willing to venture into the modern business arena? At Wayne-Sanderson Farms, our vision is to be the amazing As a communicator in the poultry industry, our biggest technological advancements to make your solutions poultry company. By being a partner of choice for our challenge is engaging a workforce that is constantly resourceful? Always be willing to learn, don't shy away from hard work coworkers, farmers, customers and communities, we changing, spread across a significant geographic footprint and remember to be patient with your career trajectory. It produce chicken that makes an amazing difference in the and unconnected from typical workplace communication As communications and public relations professionals, will take you much longer to get to where you ultimately lives of all that encounter it, whether it be the employee channels such as email and intranet accessed primarily by technology is key to success and ensuring communication aspire to be in both the modern business arena and the who depends on their job as one of the largest employers in employees working in an office environment. Much of our solutions are resourceful and engaging to all impacted public relations practice, and that is okay, despite how it their rural community or the farmer who can spend time workforce does not have regular access to a phone, audiences. For example, even the most inspiring and feels in the moment. with his family daily while working on the farm and computer or email, so we must be strategic and creative engaging communications will fail if they are not delivered providing for their future by growing a sustainable and with internal communications to ensure our employees are in the audience's preferred format for delivery, and Each step in the journey is essential with opportunities to affordable food crop. informed and engaged in their roles and with the ineffective technology can even render the communications learn and grow for the next role. Never stop growing, never organization. solution useless as the message never actually reaches its be willing to accept mediocrity and ensure you stay one As the third largest poultry producer in the nation, our intended recipient. step ahead of the cutting edge in your industry, and it will company thrives by embracing continuous improvement With this goal in mind, internal communications strategies ultimately all pay off in the end. such as identifying and implementing best practices, that drive improvements to work culture include pairing Utilizing artificial intelligence and data analytics to craft measuring opportunities and adopting a process-focused essential human resources functions such as pay statement carefully considered communications solutions helps culture. As a company, we have a sense of urgency and access, benefits elections and vacation requests with eliminate repetitive research and campaign evaluations. passion for what we do. company communications to ensure employees adopt the It also allows public relations practitioners to leverage the specific communication channel and are regularly engaged insights of millions of public relations campaigns This allows us to engage employees creatively, recognize with that channel. worldwide. By delivering intelligent insights and insightful their success and build trust through open and honest feedback on keywords and overall message strategy, communication. The latter aligns with my values and vision If employees have the opportunity to be exposed to internal artificial intelligence and data analytics help us learn from for public relations and communication for any organization communication that they normally wouldn't be engaged the successes of our peers without ever having to pick up July 2023 | 22 | www.insightssuccess.com July 2023 | 23 | www.insightssuccess.com

26. Unleashing the Power of PR n today's digital age, where information spreads disseminating messages and engaging with audiences. rapidly and public perception holds significant value, Leaders in PR have embraced this shift, leveraging digital I Public Relations (PR) has emerged as a powerful tool tools and strategies to effectively reach and engage with for organizations to shape their brand image and build their target audience. meaningful relationships with their stakeholders. PR helps businesses build relationships with their stakeholders, The Role of Content including customers, investors and the media. Content has become the cornerstone of PR strategies. Effective PR can help businesses build a positive Leaders of content and communication understand the Understanding e reputation, increase brand awareness and ultimately drive importance of crafting compelling narratives that resonate business success. PR professionals play a crucial role in with their audience. They develop engaging content in guiding businesses to develop and strengthen their brand various formats, such as blog posts, articles, videos and Impact and I In nfl flu ue en nc ce e identities, communicate their values and mission to the social media campaigns, to effectively convey their brand's public, and build meaningful relationships with their message. of Leaders stakeholders. Strategic Storytelling for Brand Narratives of Content and With a deep understanding of audience dynamics, strategic storytelling and effective communication strategies, these Understanding Audience Dynamics leaders are driving brand narratives, engaging audiences C Co om mm mu un ni ic ca at ti io on n and shaping public opinion. Effective leaders of content and communication deeply understand their target audience. They conduct thorough This article delves into the power of PR and explores the research to gain insights into audience preferences, interests in 2023 impact and influence of leaders of content and and behavior. By understanding their audience's needs and communication in 2023. desires, they can tailor their storytelling approach to captivate and engage effectively. The Changing Landscape of PR Crafting Authentic Brand Stories The Rise of Digital Media Leaders in PR recognize the power of authentic storytelling. In recent years, digital media has transformed the PR They develop narratives that showcase their brand's values, landscape. Online platforms, social media and digital mission and unique selling points. By presenting an communication channels have become integral in authentic brand story, they build trust and credibility with their audience, forging long-lasting relationships. July 2023 | 25 | www.insightssuccess.com July 2023 | 24 | www.insightssuccess.com

27. Unleashing the Power of PR n today's digital age, where information spreads disseminating messages and engaging with audiences. rapidly and public perception holds significant value, Leaders in PR have embraced this shift, leveraging digital I Public Relations (PR) has emerged as a powerful tool tools and strategies to effectively reach and engage with for organizations to shape their brand image and build their target audience. meaningful relationships with their stakeholders. PR helps businesses build relationships with their stakeholders, The Role of Content including customers, investors and the media. Content has become the cornerstone of PR strategies. Effective PR can help businesses build a positive Leaders of content and communication understand the Understanding e reputation, increase brand awareness and ultimately drive importance of crafting compelling narratives that resonate business success. PR professionals play a crucial role in with their audience. They develop engaging content in guiding businesses to develop and strengthen their brand various formats, such as blog posts, articles, videos and Impact and I In nfl flu ue en nc ce e identities, communicate their values and mission to the social media campaigns, to effectively convey their brand's public, and build meaningful relationships with their message. of Leaders stakeholders. Strategic Storytelling for Brand Narratives of Content and With a deep understanding of audience dynamics, strategic storytelling and effective communication strategies, these Understanding Audience Dynamics leaders are driving brand narratives, engaging audiences C Co om mm mu un ni ic ca at ti io on n and shaping public opinion. Effective leaders of content and communication deeply understand their target audience. They conduct thorough This article delves into the power of PR and explores the research to gain insights into audience preferences, interests in 2023 impact and influence of leaders of content and and behavior. By understanding their audience's needs and communication in 2023. desires, they can tailor their storytelling approach to captivate and engage effectively. The Changing Landscape of PR Crafting Authentic Brand Stories The Rise of Digital Media Leaders in PR recognize the power of authentic storytelling. In recent years, digital media has transformed the PR They develop narratives that showcase their brand's values, landscape. Online platforms, social media and digital mission and unique selling points. By presenting an communication channels have become integral in authentic brand story, they build trust and credibility with their audience, forging long-lasting relationships. July 2023 | 25 | www.insightssuccess.com July 2023 | 24 | www.insightssuccess.com

28. Influencer Marketing and Partnerships informed decisions and optimize their PR efforts for maximum impact. The Power of Influencers Monitoring and Analysis In 2023, influencer marketing continues to be a powerful PR strategy. Leaders of content and communication identify PR leaders monitor media coverage, social media mentions influencers who align with their brand's values and target and online conversations to gain real-time insights into audience. By collaborating with influencers, they tap into public sentiment and brand perception. Through their followers' trust and leverage their influence to amplify comprehensive analysis, they can adapt their strategies, brand messages and increase brand awareness. address emerging issues and capitalize on opportunities to further enhance their brand's reputation. Strategic Partnerships The power of PR lies in the hands of leaders of content and PR leaders also establish strategic partnerships with communication who understand the dynamics of the ever- relevant organizations, businesses and media outlets. These evolving media landscape. In the future, leaders of content partnerships help them reach a wider audience, increase and communication in PR will increasingly leverage brand exposure and build credibility through association artificial intelligence (AI) and automation technologies. with trusted entities. Collaborative efforts with partners These tools will assist in analyzing data, monitoring media enhance the brand's visibility and strengthen its reputation. coverage and even generating content, allowing PR professionals to focus more on strategic thinking and Crisis Management and Reputation Building relationship-building. Proactive Crisis Management While influencer marketing has been prevalent, the future will see a shift towards micro-influencers. These are individuals with smaller, highly engaged audiences that Leaders of content and communication understand the possess niche expertise or influence in specific areas. PR importance of proactive crisis management. They develop robust crisis communication plans, which include leaders will recognize the value of these micro-influencers anticipating potential risks, preparing clear messaging and in driving targeted reach and building authentic connections implementing strategies to address crises promptly and with niche audiences. There are many more potential effectively. By handling crises transparently and efficiently, content and communication tools assisting PR professionals they minimize reputational damage and maintain that will continue to prevail. stakeholder trust. - Muskan Kapoor Reputation Building and Management PR leaders recognize the value of a strong reputation. They proactively build and protect their brand's reputation through consistent messaging, positive media coverage and thought leadership initiatives. By nurturing a positive brand image, they enhance stakeholder perceptions and establish their brand as a trusted industry leader. Embracing Data and Analytics Data-Driven Decision-Making In 2023, leaders of content and communication rely on data and analytics to inform their PR strategies. They leverage tools and technologies to track audience engagement, measure campaign success and identify areas for improvement. Data-driven insights enable them to make July 2023 | 26 | www.insightssuccess.com

29. Influencer Marketing and Partnerships informed decisions and optimize their PR efforts for maximum impact. The Power of Influencers Monitoring and Analysis In 2023, influencer marketing continues to be a powerful PR strategy. Leaders of content and communication identify PR leaders monitor media coverage, social media mentions influencers who align with their brand's values and target and online conversations to gain real-time insights into audience. By collaborating with influencers, they tap into public sentiment and brand perception. Through their followers' trust and leverage their influence to amplify comprehensive analysis, they can adapt their strategies, brand messages and increase brand awareness. address emerging issues and capitalize on opportunities to further enhance their brand's reputation. Strategic Partnerships The power of PR lies in the hands of leaders of content and PR leaders also establish strategic partnerships with communication who understand the dynamics of the ever- relevant organizations, businesses and media outlets. These evolving media landscape. In the future, leaders of content partnerships help them reach a wider audience, increase and communication in PR will increasingly leverage brand exposure and build credibility through association artificial intelligence (AI) and automation technologies. with trusted entities. Collaborative efforts with partners These tools will assist in analyzing data, monitoring media enhance the brand's visibility and strengthen its reputation. coverage and even generating content, allowing PR professionals to focus more on strategic thinking and Crisis Management and Reputation Building relationship-building. Proactive Crisis Management While influencer marketing has been prevalent, the future will see a shift towards micro-influencers. These are individuals with smaller, highly engaged audiences that Leaders of content and communication understand the possess niche expertise or influence in specific areas. PR importance of proactive crisis management. They develop robust crisis communication plans, which include leaders will recognize the value of these micro-influencers anticipating potential risks, preparing clear messaging and in driving targeted reach and building authentic connections implementing strategies to address crises promptly and with niche audiences. There are many more potential effectively. By handling crises transparently and efficiently, content and communication tools assisting PR professionals they minimize reputational damage and maintain that will continue to prevail. stakeholder trust. - Muskan Kapoor Reputation Building and Management PR leaders recognize the value of a strong reputation. They proactively build and protect their brand's reputation through consistent messaging, positive media coverage and thought leadership initiatives. By nurturing a positive brand image, they enhance stakeholder perceptions and establish their brand as a trusted industry leader. Embracing Data and Analytics Data-Driven Decision-Making In 2023, leaders of content and communication rely on data and analytics to inform their PR strategies. They leverage tools and technologies to track audience engagement, measure campaign success and identify areas for improvement. Data-driven insights enable them to make July 2023 | 26 | www.insightssuccess.com

32. www.insightssuccess.com