The PR Maven Podcast

In this podcast episode, host Nancy interviews Lisa Steele, the founder of Fresh Eggs Daily and a fifth-generation chicken keeper, about her journey from a career on Wall Street to becoming an authority on backyard chicken keeping and her recent pivot to the culinary world. Lisa shares insights into her childhood, her initial hesitance towards chickens, and how she turned her passion into a successful brand with a massive following, multiple best-selling books, and a television show. The conversation also delves into Lisa's strategic approach to personal branding, the importance of building a solid foundation beyond social media, her tips on avoiding burnout, and exploring new projects like a second cookbook and another season of her TV show. Additionally, Lisa talks about the significance of directly connecting with her audience through an email list and provides advice on building and maintaining a strong brand. 00:00 Welcome to the Podcast: A Chat with Lisa Steele 01:36 The Journey from Chicken Keeping to Cookbook Author 03:31 Diving into the Culinary World: From Chickens to Cookbooks 05:34 Personal Branding and the Power of Connection 07:52 Navigating Business Success and the Importance of Pivoting 08:35 Exploring Future Dreams and Expanding Horizons 11:18 The Strategic Approach to Blogging and Social Media 12:42 The Value of an Email List in Direct Marketing 16:25 The Art of Avoiding Burnout and Embracing Change 21:53 Considering the Future: Potential Sale and Brand Evolution 26:20 Final Thoughts and How to Connect with Lisa Steele About Lisa Lisa Steele is a fifth-generation chicken keeper, author, and founder of Fresh Eggs Daily. With nearly a million followers worldwide, Lisa has been dubbed the queen of the coop and is known for her expertise in raising backyard chickens. She has written several top-selling books on raising backyard poultry and recently released her debut cookbook, the Fresh Eggs Daily Cookbook. Lisa's career transitioned from chicken keeping to the culinary world through her passion for natural preventives and herbs, and she continues to focus on product development and brand marketing.

This PR Maven Podcast® episode features Nancy's conversation with Kaylin (Kay) Kerina, the Maine Career Exploration program manager in Portland, Maine. Kay shares her journey from a varied career background to youth workforce development, emphasizing the importance of helping young Mainers find meaningful employment opportunities. She discusses her work in social justice, youth advocacy and community outreach, aiming to implement systemic change and support communities through a trust-based approach. The Maine Career Exploration program, part of the Department of Economic and Community Development, aims to connect 6,000 young people to work experiences in various industries, fostering passion and providing mentors. Kay also touches on her personal joy in gardening and how Maine employers and young people can get involved with the career exploration program. 00:00 Welcome to the PR Maven Podcast with Kaylin (Kay) Kerina 00:34 Kay Kerina's Journey: From Social Work to Career Exploration 04:25 The Mission of Maine Career Exploration 06:39 Personal Stories of Career Guidance 09:12 Engaging Young People in Maine's Workforce 11:30 The Importance of Passion in Career Choices 19:35 A Gardening Detour: Kay's Personal Passions 22:15 How Employers and Young People Can Get Involved 25:00 Back to Business: Expanding Career Opportunities in Maine 27:24 Tools for Productivity and Contact Information Related Episodes Episode 134: Why Maine is not just Vacationland, with Katie Shorey, director of engagement at Live + Work in Maine Episode 91: Why living and working in Maine will be valued more after COVID-19, with Edward McKersie, founder and president of ProSearch, Inc. and founder of Live and Work in Maine Episode 86: How your network can help during hard times, with Martin Grohman, executive director of E2Tech and host of the GrowMaine Show About Kay Kaylin (Kay) Kerina is the Maine Career Exploration Program Manager, with a background in social work, human services and alternative education. With over seven years of experience, Kay is dedicated to serving students with barriers to employment and advocating for youth in the community. Her work in Youth Workforce Development focuses on supporting youth to find meaningful work opportunities and implementing systemic change for the communities she supports.

In this episode, Michelle Hood, executive vice president and chief operating officer of the American Hospital Association and former CEO of Northern Light Health, talks about her career in academic, national faith-based and rural healthcare integrated systems. In addition to talking about her career, Michelle gives career advice on risk-taking, establishing a pattern of lifelong learning and having enthusiasm for your work. Michelle and Nancy also talk about marketing and PR including the doors that can open through social media, the importance of a brand promise and measuring success. 04:35 Developing Leadership Skills 08:39 Risk-Taking Advice for Young People 9:42 Doors That Can Open Through Social Media 15:05 Why Politics Can Be an Obstacle to Success 24:14 How Digital Activity, Surveys and Patient Satisfaction Can Measure Success 26:47 The Importance of a Brand Promise. 34:12 Helpful Resources 36:42 Establishing a Pattern of Lifelong Learning and an Enthusiasm for the Work 37:38 A Parting Thought About the Privilege of Living in Maine Related Episodes Episode 71: Top 10 PR Maven® Podcasts of 2019 Episode 223: Building a Strong Brand Community, With Gale Auclair, Senior Development Director for the Trek Across Maine Episode 99: How AI is changing the world of health care, with Piali De, CEO of Senscio Systems About Michelle Michelle Hood is executive vice president and chief operating officer of the American Hospital Association. During the recording of this episode, Michelle was the president and CEO at Northern Light Health in Brewer, Maine. At Northern Light Health, she focused on healthcare policy and design models at the state and national levels, positioning the system to be successful in a rapidly changing healthcare environment. Michelle is the past chair of the Maine Hospital Association Board, the University of Maine System Board of Trustees, Vizient New England Board and Health Insights. Michelle received a Bachelor of Science from Purdue University and a Master of Health Care Administration from Georgia State University.

In this episode, Annie Mahle shares some of the lessons of intention she learned from working in a tiny kitchen on her windjammer and how those lessons can spread to your life overall. Annie defines what a tiny kitchen is and how working in a tiny kitchen inspired her to write a cookbook, “The Tiny Kitchen Cookbook: Strategies and Recipes for Creating Amazing Meals in Small Spaces,” to help others with tiny kitchens. Annie also talks about how she has built her personal brand around intention, from using all the food in the fridge, to what she brings into her home, to her morning routine. In addition to discussing the benefits of PR, Annie shares how she puts together her social media calendar. 00:00 Introduction to the PR Maven Podcast 01:47 Introducing Guest: Annie Mahle 03:05 Getting Into Cooking Through Windjamming 06:41 Cooking in Small Kitchens 11:00 Annie’s Favorite Way To Cook 13:29 A Personal Brand Focused on Intention 19:59 PR Lending an Outside Perspective 22:16 The Benefits of PR When Compared to Advertising 25:48 Creating a Social Media Calendar 27:35 Helpful Resources Related Episodes Episode 219: Growing Your Passion Into a Brand, With Cherie Scott, Founder and Owner of Mumbai to MAINE Episode 198: How To Combine PR and Personal Branding To Create Success for Your Business, With Amber Lambke Episode 212: The Difference Between PR And Advertising, And Where the Lines Are Fading About Annie Annie Mahle has been cooking professionally for over 30 years in her own kitchens and other people's kitchens. Annie trained at The Culinary Institute of America and owned and ran the Schooner J. & E. Riggin, a Maine Windjammer, with her husband. In that tiny galley, she prepared three meals a day for guests all summer long. Her cooking, recipes and cookbooks have been highlighted on TODAY and Throwdown! with Bobby Flay. Her food and the Riggin have been featured in the Food Network, Family Circle, Woman’s Day, the Boston Globe and more. Her award-winning cookbook, “The Tiny Kitchen Cookbook: Strategies and Recipes for Creating Amazing Meals in Small Spaces,” has been well received in the tiny space community, but also in larger kitchens where home cooks are looking for healthy, smart recipes for two.

In this episode, Nancy’s mentor, Chip Carey, shares his top tips from his 40+ year career in marketing and public relations. Find out why it is important to treat your hometown paper well, how to build relationships with reporters and journalists, and the benefits of telling a visual story and making it easy for the media to share those visuals. The most impactful tip for your career: don’t be afraid of change. Stay on top of changing technologies. Don’t be afraid to change how your brand is perceived. The ability to adapt and change will help you stay in touch with your audience. Speaking of audience, make sure you know who your customer is, so you don’t waste time and money targeting the wrong people. All this and so much more as Nancy and Chip reminisce and share special stories from their work together. 00:00 Introducing Guest: Chip Carey 01:52 Introduction to the PR Maven Podcast 02:53 How a Love of Photography Led Chip to PR 07:32 How To Build Strong Relationships With Reporters and Journalists 14:15 A Lesson of Making a Story Visual 16:31 Why Social Media Shouldn’t Fall Under PR 21:34 Chip’s Time at Sugarloaf and Jackson Hole 29:17 The Battles Between Sugarloaf and Sunday River 39:32 The Legend of Paul Schipper 50:27 The Importance of Events in Attracting Media Attention 55:31 Being a Student of the Game Related Episodes Episode 104: How To Grow an Already Established Brand With Karl Strand Episode 10: Bill Green, Reporter, Anchor and Executive Producer at NEWS CENTER Maine Episode 164: How To Adapt to Changing Customer Preferences, With Dana Bullen About Chip With 46 years of experience in the ski industry, Chip Carey has held positions at many ski resorts across the country. Carey worked at Sugarloaf for 26 years, filling roles in sales, marketing and public relations. He also took on a position at The Canyons resort in Utah, where he was responsible for the NBC Today Show live coverage for 14 days of the Salt Lake Olympics in 2002. For four years, Carey worked across a network of eight resorts as senior VP of marketing for the American Skiing Company using his wide range of skills to build brands and revenues. From his experience building Sugarloaf as a skiing destination, despite the mountain’s remote location, to the launching of new brands, Carey has been involved in many aspects of ski resort operation.

In this episode of The PR Maven® Podcast, host Nancy Marshall speaks with Stephen Church from Copywriter Pro, covering a wide array of topics from Stephen's background in psycholinguistics and his journey from teaching English globally to entering the family retail business and eventually founding Copywriter Pro. They delve into the significance of Freelance Writers Appreciation Week, Stephen's deep dive into SEO and commercial copywriting and their collaboration on the PR for the commemorative china for Prince William and Kate's royal wedding. The conversation navigates through Stephen's perspectives on the British Monarchy, the evolution of SEO, and the nuanced challenges of copywriting. Stephen emphasizes the importance of clarity, conciseness and compelling content, highlighting the indispensable role of understanding and communicating the benefits of products or services. They also explore the potential impacts and utilities of AI in copywriting, stressing the need for authenticity and human touch in creating engaging and effective copy. The discussion concludes with Stephen's recommendations for aspiring writers and a reminder of the essence of continual learning through reading. 00:00 Welcome to The PR Maven® Podcast with Stephen Church 00:51 Stephen Church: A Journey from Language Lover to Copywriting Pro 02:16 The Royal Wedding China: A PR Success Story 05:41 Stephen's Take on the Royal Family and The Crown 11:26 Diving into the World of Copywriting with Copywriter Pro 13:28 The Art and Challenges of SEO and Copywriting 21:44 The Power of Copywriting: Insights from Maya Angelou 23:32 Local Business Success: Leveraging Nancy's Marketing Techniques 25:14 Back to the Podcast: Continuing the Conversation with Stephen Church 25:41 The Royal Connection: From Weddings to Speech Writing 26:37 The Art of Letter Writing and Its Personal Touch 27:35 AI in Copywriting: Threat or Tool? 32:56 Maximizing LinkedIn: Strategies for Effective Networking 36:56 The Essence of Effective Copywriting: Clarity, Conciseness and Compelling Content 41:50 The Importance of Reading for Aspiring Copywriters 44:05 Connecting with Stephen Church and Wrapping Up Mentioned Episode 20: Michael Katz, Chief Penguin at Blue Penguin Development Episode 222: Will You Really Make Money by Doing What You Love? With Michael Katz, Chief Penguin at Blue Penguin Infographics 15 Copywriting Tips 11 LinkedIn Profile Tips 6-point recipe for SEO success About Stephen Stephen Church is a seasoned copywriter and the founder of Copywriter Pro, a company dedicated to helping growth-minded businesses attain more and better-quality clients through clear, concise and compelling words for their websites. Church's profound love for language and its impact on behavior steered his educational path toward psycholinguistics at university. Prior to his venture into the corporate world, Stephen had an extensive career as an English language tutor across various countries, including Madrid, Iran, Afghanistan, Saudi Arabia and London. In the early 1980s, he returned to the UK to join his family's long-established retail business, where he quickly adapted to the digital era by launching a pioneering e-commerce site. However, it was Copywriter Pro that truly allowed Stephen to merge his passion for language with professional pursuits. Beyond his professional achievements, Stephen maintains a keen interest in the royal family and significant events, despite his candid stance on the institution itself. His connections and endeavors, from promoting commemorative china for royal weddings to engaging in thoughtful discourse on modern monarchy, reflect a multifaceted individual with a deep appreciation for both history and the evolution of communication.

How can you combine PR and personal branding techniques to make your business successful? In this episode, Amber Lambke, co-founder and CEO of Maine Grains, shares her business success story. Amber explains how the topic of grains was missing from conversations, how she helped start Maine Grains, and how she uses speaking engagements to start conversations and inspire others within the industry. In addition, learn who the famous Maine Grains customer is, and how Amber has been on her baking show! 00:00 Introduction to the PR Maven® Podcast 01:26 Introducing Guest: Amber Lambke 03:02 Why Maine Grains Was Started and the Growth of the Company 06:22 How PR and personal branding techniques helped build the brand 11:59 Training employees to represent your brand and company 13:19 How the Kneading Conference inspires others 20:49 Maine Grains’ 10th anniversary 28:39 Amber's Appearance on Martha Stewart’s baking show 30:13 Advice to entrepreneurs on using PR and personal branding 33:42 Helpful Resources Related Episodes Episode 219: Growing Your Passion Into a Brand, With Cherie Scott, Founder and Owner of Mumbai to MAINE Episode 201: How To Change Your Leadership Style for the Better, With Kevin Hancock, Chairman and CEO of Hancock Lumber Episode 68: What It Is Like To Be An Entrepreneur In Maine, with Julene Gervais, Producer and Host of Greenlight Maine About Amber Amber Lambke is co-founder and CEO of Maine Grains, Inc., a gristmill housed in a repurposed jailhouse, which has spurred the revival of grain production in Maine. A driving force behind Maine’s sustainable foods movement, she has been a leader in bringing economic vitality back to Skowhegan, Maine, by reviving the region’s grain growing and processing industry. She was also the founding director of the Maine Grain Alliance, a nonprofit geared toward preserving regional grain traditions from earth to table. Bonus Q&A 1. Amber, Maine Grains has continued to grow and flourish through the pandemic and beyond. How are you managing the growth to ensure quality and consistency of the brand? We use a SWOT analysis process to continuously assess where our strengths, weaknesses, opportunities and threats are. The goal of course is to use our strengths to create opportunities and reduce threats, while mindfully addressing weaknesses. We know that our strong brand creates new opportunities for sales channel development in the face of increasing competition in the freshly milled flour category. We will continue to grow and flourish by creating value-added products and baking mixes that make baking at home and eating delicious and healthy, while grains become even more convenient and accessible. We are also focused on developing and retaining talented staff and consultants who work with us to be able to implement our growth goals and remain consistent and current with our brand look, feel, and messaging. 2. How are you staying focused on Maine Grains while also helping the Skowhegan area grow its economy and offer more opportunities to residents and visitors? Collaboration is critically important both for growing Maine Grains, and helping the surrounding Skowhegan community grow. Collaboration increases the audience for our business while helping to achieve mutually beneficial goals. I have to be careful about over-committing my time, but try to participate on committees, boards, and gatherings where I can learn new connections, stories of impact, or lend my experience and expertise. The cross-pollination of ideas is critical to maintaining a ‘big picture’ perspective and seeing the impact of our collective hard work on the economy and vibrancy of Skowhegan. 3. How has public relations helped Maine Grains become more well-known statewide, nationally and even internationally? Public relations in business is really the art of good communication. I believe that good, clear communication that moves people...

From running the rental shop at Sugarloaf to becoming president of Sunday River, Dana Bullen joins Nancy to talk about his career in the ski business. While it may have been all about the snow when he started his career, Dana describes how people also take their experience into consideration, from the food to guest services. It all comes back to the snow at the end of the day, so Dana describes the importance of snowmaking and how Sunday River shares the snow conditions with its audience. 00:00 Introduction to the PR Maven Podcast 01:40 Introducing Guest: Dana Bullen 05:06 How Dana knew he wanted to be the president of a ski resort 07:20 Building the Sunday River brand 10:27 Adapting to Changing Marketing Techniques 14:48 Dana’s Personal Brand 19:35 The importance of snowmaking at Sunday River 24:02 How Sunday River promotes snowmaking 26:39 Training team members to achieve a common vision 32:01 Helpful Resources Related Episodes Episode 104: How To Grow an Already Established Brand With Karl Strand Episode 249: Spreading Inclusion and Acceptance Through Storytelling, With Lisa and Scott Wentzell and Heidi Bullen Episode 56: Chip Carey, Retired Chief Marketing Officer at Jackson Hole Mountain Resort About Dana With more than 30 years of ski industry and management experience, Dana Bullen began serving in his current role as resort president of Sunday River in September 2004. He worked his way up the ski-business ladder shortly after earning a bachelor’s degree in history from the University of Maine Farmington in 1988, holding various positions at Sugarloaf as well. In 2017, he was inducted into the Maine Sports Hall of Fame. A native of Farmington, Maine, Dana enjoys skiing, fishing, hunting and the Maine outdoors. Bonus Q&A 1. Dana, the pandemic and climate change are both impacting your business. How is Sunday River responding to the challenges and opportunities presented by these external factors? The ski business like any outdoor-based industry adapts to outside influences constantly. The Sunday River team is made up of seasoned veterans who embrace the need to constantly improve to meet the needs of our guests. The great news is that we still get to live and play in the outdoors. 2. Sunday River continues to expand and evolve, which is so impressive! How do you manage your team so they are all focused on the same goals? Sunday River has a team of 1,000 leaders. The best example of this was their reaction to the devastating storm in December 2023. We had washed out roads, culverts, bridges, buildings and ski-related infrastructure. Within 24 hours all roads were passable and within 00 hours (about 4 days) we were open for skiing again. This did not happen with one person leading or even 50 people leading. It happened because all 1000 folks were moving in the same direction, working independently in their respective areas of expertise but also mindful of the collective good of the team. We had a team member who was stranded in the hotel, cut off from the resort, with a washed-out bridge that first night of the storm. They need their medicine. Without encouragement or direction, two team members (one who was a raft guide) took it upon themselves to go get the medicine and raft it across. That is the best example I can share of folks leading on their own. We are blessed with so many of these folks. 3. What is the most impactful thing that Sunday River has done to grow its customer base and continue to grow the business? While we continue to improve our snowmaking and create the most modern lift system in the East, the IGLU we built this year was unique and took on a life of its own.

In this episode, Karl Strand shares the path his career has taken to become the general manager at Sugarloaf. Karl explains how his parents’ love of restaurants led him to a career in food and beverage operations, which also led him back to Sugarloaf, where he discovered his love of skiing in his younger years. After working his way up, Karl became the general manager at Sugarloaf. Nancy and Karl reminisce and share stories as well as talk about the powerful Sugarloaf brand and community. Karl also talks about plans for the future. 00:00 Introducing Guest: Karl Strand 01:45 Introduction to the PR Maven Podcast 02:46 How Karl’s Parents’ Love of Restaurants Led to His Career Path 06:25 The Benefits of a Well-Rounded Background in a Leadership Position 07:32 The Sugarloaf Community 12:14 How To Engage Audiences of All Ages 14:22 The Legend of Paul Shipper 17:05 Sugarloaf’s Powerful Brand Symbol 23:35 Instilling Company Values in Employees 30:10 The Values of Surveys for Decision-Making 33:12 Sugarloaf’s 2030 Plan 39:00 Helpful Resources Related Episodes Episode 56: Chip Carey, Retired Chief Marketing Officer at Jackson Hole Mountain Resort Episode 164: It’s Not Just About the Snow Anymore: How to Adapt to Changing Customer Preferences, With Dana Bullen, President of Sunday River Episode 249: Spreading Inclusion and Acceptance Through Storytelling, With Lisa and Scott Wentzell and Heidi Bullen About Karl After graduating from Bryant University, Karl Strand entered the lodging industry and soon discovered his passion for food and beverage operations. This led him to work in fine dining venues in nearly every region of the United States, and toward his completion of studies at the Culinary Institute of America. Karl began his career at Sugarloaf and Sunday River in 2004 when he was hired as Vice President of Lodging and Property Management for both resorts. He has held a leading role in managing key segments of Sugarloaf and Sunday River's operations. In April 2015, Karl was promoted to the position of Sugarloaf’s general manager. Bonus Q&A 1. Tell us about your expansion plans on West Mountain and where you stand in the process currently. Bucksaw Express and the West Mountain Trails opened on February 16, 2024. The ribbon cutting and opening to date have been a tremendous success with lots of positive feedback. The addition of nine new trails and a high-speed quad increases our capacity and helps spread out the number of guests we can accommodate both in terms of trails and lift lines. It’s notably the largest single-year terrain expansion done in the East, at least since the 1970s. The new zone provides opportunities for future growth, including summer weddings at Bullwinkle’s and real estate development. All trails as part of the West Mountain Expansion were intentionally designed for those who like to cruise and keep it mellow. All are green circle terrain except two, so it bodes well for families and those just learning to ski or for those that prefer easier terrain. It’s unlike anything we have at Sugarloaf and changes the way we ski/ride our mountain. 2. What is it about Sugarloaf that continues to draw more and more skiers and snowboarders every year? Community. The community and varied terrain. It’s a real skiers’ mountain, and with the addition of West Mountain, we truly have it all. From above tree line skiing to now wide-open mellow cruisers, Sugarloaf has the opportunity to attract even more people here and keep them coming back. 3. What events do you have planned for 2024 that you are most excited about? Resort activations have been building off the excitement and success of our annual Spring Reggae Festival by adding new events like EDM (Electric Dance Music) in January, Fire on the Mountain, a weekend totally dedicated to Grateful Dead music in February and now, adding a Country Music Weekend to the line-up in March....

In this PR Maven® Podcast episode, host Nancy Marshall sits down with Liz Williams, the communications manager for the Episcopalian Diocese of Georgia to discuss her journey to this unique position. Liz elaborates on her journey from a marketing undergraduate to eventually working in the church's youth and children ministries. She also recounts her experience with a non-profit for mental and behavioral health before becoming communications manager. Nancy and Liz discuss the varied responsibilities, including managing social media, public relations and larger church communications. Their discussion also touches on the upcoming Episcopalian Communicators Conference, set to take place in Portland, Maine. The conference's aim is to build community amongst communicators and equip them with crucial tools. Liz discusses the importance of crisis communication within the church community, and Nancy provides details about her upcoming keynote and crisis communications workshop. 00:00 Introduction and Guest Welcome 00:18 Liz Williams: Her Journey and Role in the Episcopalian Diocese of Georgia 02:21 The Importance of Communication in Ministry 04:14 The Role of Branding and Social Media in Evangelism 05:32 Details about the Upcoming Episcopal Communicators Conference 08:12 Choosing Conference Locations and the Excitement for Portland, Maine 10:45 The Importance of Crisis Communications in the Church 16:12 Break and Book Promotion 17:08 The Power of Personal Branding and Networking 24:34 The Importance of Empathy and Compassion in Crisis Communications 24:39 Details about the Crisis Communications Workshop 30:34 How to Register for the Conference 33:04 Liz's Recommended Podcast and Contact Information 35:18 Closing Remarks and Anticipation for the Conference About Liz Liz Williams is the communications manager for the Episcopal Diocese of Georgia. She has a deep passion for the church and its liturgy, hymns and compassion for others. Liz has served in various positions within the church and has found her calling in ministry and communications. She has also worked for a nonprofit in mental and behavioral health for children and families. Liz's career path led her to her current role as the communications manager for the diocese. She is excited about the upcoming Episcopal Communicators Conference in Portland, Maine, where she will be a keynote speaker and workshop presenter. Liz emphasizes the importance of personal branding and growing a network of connections. She believes in the power of listening and making others feel seen and heard. Additionally, Liz will be co-presenting a crisis communications workshop, where she will discuss the importance of empathy, compassion and planning in effectively communicating during times of crisis.

In this episode, host Nancy Marshall speaks with Sean Riley, president and CEO of Maine Course Hospitality Group (MCHG), about his career and network. Sean explains how his career in hospitality started after having been a high school teacher and the journey his career took before joining MCHG. Sean emphasizes the importance of a strong company culture and an employee first attitude. Social media has made it possible to further engage with employees as well as build a network. Sean describes how he uses social media and how it benefits all of his relationships, personally and professionally. 00:00 Introduction to The PR Maven® Podcast 01:03 Introducing Guest: Sean Riley 03:27 How Sean’s Career Went From Teaching to Hospitality 07:55 Building Company Culture 09:18 Using Social Media To Share Positive Impact 11:43 Doing What Is Important to You 16:24 Building a Personal and Professional Network 19:01 Measuring Success 24:55 How Sean Built His Network 31:29 How Sean Has Fun and Engages With Associates 34:13 How Networking Can Enable You To Learn From Others About Sean Sean began his career in hospitality in 1982 as the general manager of a 19-room motel and cottage business in Wells, Maine, that he ran with his wife Dayna while teaching high school special ed. A few years later, with experience running larger hotels, Sean switched full time into the hotel business. After working at a couple of hotels that ended up closing, Sean worked for a bank until MCHG bought their first hotel. Over time, MCHG bought more and more hotels and Sean held many positions throughout the company until becoming the president and CEO. Today, Sean is most proud of the culture that MCHG has created, positively impacting lives every day. Related Episodes Episode 172: People Over Price, With Tim Winkeler, President and CEO of VIP Tires & Service Social Media Basics Series: Find All Episodes Here Episode 104: How to grow an already established brand, with Karl Strand, general manager at Sugarloaf Bonus Q&A What is the one thing that MCHG does that has the most impact to make people feel welcome at your hotels? Simply put, but not always easy to do… take care of our people. They will take care of the guests and the guests will keep coming back. A culture of caring for our people is a distinguishable difference. Lots do it, but our purpose is “to positively impact lives.” We start that with associates first. We can’t demand that guests be taken care of if we aren’t first caring about our people. Not just with money and benefits, but in caring for them as people. Family is one of our core values and it is commonly used throughout the organization. It’s not just a word on the website or said by me. It is embraced. Fun is another value that can be seen and felt by guests. And that DEFINITELY has to start at the top. Think about the last time you walked in and someone was having fun and turned to you. The REAL smile, the happy face. It is contagious! Leaders need to set the pace! I need to set the pace. How do you keep employees engaged in this era of quiet quitting? No one is immune from what you called the “quiet quitting.” But if we stay true to our culture and core values, it lessens the chance. Compassion for associates is the right thing to have, and in turn, it creates a caring environment. People need a refuge from their tough lives. Creating a caring environment can help them, not only in the work environment, but in their life outside of work. Long gone are the days of “these are the rules, this is the schedule you are required to work.” Today it’s about flexibility and managing by reason, not by rules. We don’t get it right 100% of the time, but we try. What are you the most proud of in your hospitality career? To have participated in building a sustainable culture, and quite frankly, it’s sustainable because it’s much bigger than Sean Riley. I took part...

In this episode, Raffi DerSimonian talks about his career doing public relations and marketing of the arts. As a Waterville, Maine, native, Raffi describes the renaissance going on in the city from arts to dining. Music has always been a passion of Raffi’s. He describes his musical career and helping found Waterville Rocks. In addition to doing PR and marketing for the arts, Raffi is experienced in promoting higher education. Raffi shares some advice for schools and colleges to promote themselves as well as what to do when communicating during a crisis. 00:00 Introduction to the PR Maven Podcast 01:32 Introducing Guest: Raffi DerSimonian 02:58 The Importance of a Handwritten Note 11:33 How Video Can Drive Measurable Results 18:19 Waterville, Maine’s Renaissance 23:37 How Waterville Rocks Was Founded 24:16 Music’s Role in Raffi’s Life 29:00 Raffi’s Career Marketing the Arts 32:15 Advice for Schools When Promoting Themselves 36:22 Communicating During a Crisis 39:36 Helpful Resources Related Episodes Episode 128: The basics of handwritten notes and book writing, with Christine Richards, writer, nonfiction book consultant and graphic designer at Composition1206 Episode 118: How to communicate during a crisis, with Steve McCausland, communications specialist at Marshall Communications Episode 168: How Marketing Can Help Overcome Challenges in Higher Education, With Cheryl Broom, CEO at Graduate Communications About Raffi With over 20 years experience in results-oriented public relations, marketing and communications, Raffi DerSimonian has cultivated a comprehensive understanding of the intersection between institutional marketing, communications, advancement and the arts. His experience includes leading new brand launches, developing marketing strategies, and planning advancement campaigns for a diverse range of institutions and organizations. Via RDS Group, Raffi works in highly collaborative settings, which allows him to effectively navigate a range of complex and large-scale initiatives. Bonus Q&A What marketing and PR techniques have you found to be the most impactful over the past year? The integration of AI tools into our professional practice has been transformative. We're continuously astounded by their capabilities, marking a significant inflection point in virtually every field, and especially marketing, communications, PR and advancement. We view AI not just as a tool but as a paradigm shift, fundamentally changing our approach to our work. Where will you be focusing your efforts in the year to come? Our focus remains on leveraging our strengths: helping institutions and organizations amplify their mission by activating the power of strategy, creativity and technology. Our goal is simple: to increase engagement, response and impact. If you could give one piece of advice to someone getting started in a PR career, what would it be? My key advice for any aspiring professional is to embrace diversity in your experiences. There's ample time to specialize later. Engage in as many roles and challenges as possible – our field offers vast opportunities to apply your unique skills. Gaining broad experience helps in understanding where your strengths lie and what brings you the most satisfaction and joy in your career.

In this episode, Nancy talks with Tim Winkeler, president and CEO of VIP Tires & Service about PR, marketing and sponsorships. Tim describes his career and how VIP Tires & Service has grown since he started working there in 2010, with a focus on people rather than price. Nancy and Tim also discuss how they met after Nancy left a bad review about her experience at VIP. Nancy and Tim also talk about sponsorships and how VIP sponsors events their employees are involved in. 00:00 Introduction to the PR Maven Podcast 01:32 Introducing Guest: Tim Winkeler 03:07 Tim Winkeler’s Career in the Auto Parts Industry 05:07 About VIP Tires & Service 06:40 How Nancy and Tim Met 13:11 VIP’s Management Process 15:34 VIP Tires & Service’s PR Strategy 18:52 Investing in People 26:39 VIP’s Sponsorship of The Trek Across Maine in 2022 29:17 Sponsorships in VIP’s Marketing Plan 33:06 Helpful Resources Links Competitive Edge - https://competitiveedge.tv/premiere-episode/ Automotive Service Excellence (ASE) Certification - https://www.ase.com/ “Extreme Ownership” by Jocko Willink - https://www.amazon.com/Extreme-Ownership-U-S-Navy-SEALs/dp/1250067057 Origin USA - https://originmaine.com/ Related Episodes Episode 259: How To Attract and Retain Employees in Today’s Labor Market Episode 213: 2022 Golden Microphone Award Celebration With Tim Winkeler Episode 217: Changing Customer Perceptions in the Automotive Repair Industry With PR and Marketing, Featuring Lynn Campbell, Director of Marketing, Advertising and CRM at VIP Tires & Service Episode 61: Sean Riley, President and CEO of Maine Course Hospitality Group About Tim Tim is an accomplished people-focused leader with a track record of building high-performance teams that exceed expectations. Always focused on customer needs and feedback, he builds core competencies around making money by serving customers in different and better ways. Tim is a teacher at heart and learns every day by reading great books and meeting great people. Bonus Q&A VIP has a program they call “five-for-five.” Explain what that means and how you implement it at your stores. Five-for-five is all about focusing on the customer experience. We’ve identified the five key moments in a customer’s visit to VIP where we take the extra step to build a relationship with the customer and to make sure their experience at VIP is memorable. The five-for-five customer engagement process is all about taking the extra time to build a relationship with the customer. VIP has big plans for 2024. Tell us about where you are expanding. For 2024, we will be opening some new locations and expanding some existing ones. We will be entering Connecticut for the first time with the acquisition of a shop in Waterbury. We will be opening our 9th shop in Massachusetts when we open our new shop in Brockton, and we will be expanding our operations in Maine in both our Yarmouth and Augusta shops. In addition, we have several more growth projects that I’m confident will be completed in the back half of the year. What makes you the proudest of everything you have accomplished during your tenure at VIP? What I enjoy most about being a member of the VIP team is interacting with our team members and getting to know them. The people-first culture that we’ve all worked to establish makes VIP a great place to work every day, and I’m proud to wear the "VIP Blues" and do my part to support our mission to "Earn Automotive Customers for Life.”

In this episode of the PR Maven podcast, host Nancy Marshall welcomes guest Koty Potts, the digital manager at ER Marketing, to discuss how to amplify brand reach using traditional and digital networking methods. Koty shares his journey from an SEO specialist to a digital manager, stressing the benefit of combining SEO expertise with web development skills. He elaborates on his strategy of optimizing blog posts and regularly updating old content to improve search rankings. Koty believes that reusing and updating existing blog content is cost-effective and leads to better SEO outcomes compared to publishing new blog posts. He emphasizes the significance of understanding and responding to audience needs and competitive content to stay ahead and even recommends a few resources for anyone seeking to dive deeper into SEO and content marketing. 00:02 Introduction to the PR Maven Podcast 01:44 Introducing Guest Speaker: Koty Potts 01:56 Koty Potts: Journey in Digital Marketing 02:58 Optimizing Blog Posts for Search: A Deep Dive 03:20 The Power of Blogging and SEO 06:48 The Impact of SEO on Business Growth 09:45 The Art of Blog Post Optimization 15:21 The Importance of Regular Content Updates 15:32 The Role of Public Relations in Content Marketing 17:50 The Value of Consistent Blogging 27:08 The Impact of Backlinks on SEO 33:54 Conclusion and Contact Information Mentioned View screenshare (10:25) “They Ask, You Answer” by Marcus Sheridan “Building Better Brands” by Elton Mayfield Search Engine Journal Semrush Hubspot “Evergreen Affiliate Marketing” by Nate McCallister About Koty Koty Potts, Digital Manager at ER Marketing, initially joined as an SEO specialist and swiftly expanded his role into web development. With a keen eye for SEO, web development, and a strategic focus on reporting and analytics, Koty wears many hats in his current position. Beyond his 9-to-5, Koty is a freelance filmmaker, photographer, and musician — a lifelong creator. His creative background aligns seamlessly with his digital expertise, making him a versatile professional. Koty's standout trait is his insatiable curiosity. He thrives on learning, ensuring he masters any challenge. With a commitment to continuous growth, Koty is a valuable force in the dynamic landscape of digital marketing.

In this episode, Caili Elwell joins Nancy to share her career journey from hospitality to food allergy advocacy using public relations. After discovering her daughter had severe food allergies, Caili made a career shift, opening Mother Eats Proper to grow the conversation around food allergies. Caili shares her approach to PR and branding through this lens, emphasizing a craveable narrative. Caili also talks about the idea behind her documentary, “How Do We Make It Better?” 1:49 – Caili explains how her career started in hospitality and tourism before shifting to PR. 3:48 – Caili talks about discovering her daughter’s food allergies and how that spurred a transition in her career. 7:58 – Caili shares some details about the documentary she is working on. 10:57 – Caili describes finding her path in hospitality. 18:00 – Caili shares her approach to branding and public relations through a craveable narrative. 19:53 – Caili explains what is important to know when working with her. 21:10 – Caili talks about meditation and grounding techniques. 24:19 – Caili shares a resource that has been helpful to her. Quote “This food allergy community, too, is so fiercely loyal. The second that we find a place that we like that takes really good care of us, we are going to advocate for your establishment and tell everybody about it. So, I think it's worth investing time and energy into training your staff around food allergies because you will grow a giant extra demographic of loyal customers.” – Caili Elwell, family food allergy advocate and public relations specialist/independent producer at Mother Eats Proper Links: Pulp + Wire: https://pulpandwire.com/ Maine Magazine: https://www.themainemag.com/ SKORDO: https://skordo.com/ Stray Arrow Media: https://www.strayarrowmedia.com/ How Do We Make It Better? Documentary fundraising: https://www.paypal.com/paypalme/howdowemakeitbetter The Expanded Podcast: https://tobemagnetic.com/expanded-podcast About the guest: Caili Elwell is the owner of Mother Eats Proper — a space for food allergy brands, private chefs, and dining experiences to gain public relations, affiliate program, and brand partnership support. Caili has worked under great mentors and believes that the work to make a great change is never done. It is because of her 4-year-old daughter who has over seven severe food allergies and her background in food CPG branding and hospitality management that she decided to open her doors to food allergy-safe brands and spaces exclusively believing the conversation around the food allergy customer deserves more of non-allergy safe brands and establishments’ time. Looking to connect: Email: mothereatsproper@gmail.com LinkedIn: https://www.linkedin.com/in/cailielwell/ Website: www.mothereatsproper.com

In this episode, Christian Espinosa shares his career path, starting in the Airforce and the lessons he brought with him to his work in cybersecurity. Chrisitan also talks about his books, mainly "The Smartest Person in the Room," giving an overview of what you will learn by reading his book. Christian describes his keynote speaking, from his inspiration to become a keynote speaker to the theme of his speeches. He also talks about growing his personal brand and network. 5:29 – Christian talks about his time in the Airforce and how his career developed after. 8:47 – Christian explains how NOT to be the smartest person in the room and gives an overview of the seven steps. 16:35 – Christian shares how he built his brand and network. 19:14 – Christian lists some lessons he learned in the military that he still uses now. 25:11 – Christian describes why he wanted to start keynote speaking. 26:13 – Christian talks about the theme of his speeches: self-leadership. 27:35 – Christian explains how his books have helped position him as a thought leader. 29:44 – Christian shares some of the PR techniques he has used. 31:40 – Christian offers some resources that have been helpful to him. Quote “When I first started doing marketing or PR, I thought I could just market to everybody and what I realized is that I’m marketing to nobody if I'm trying to market to everybody because I don’t really understand the details of someone's pain points.” – Christian Espinosa, CEO of Blue Goat Cyber Links: Heroic Public Speaking: https://heroicpublicspeaking.com/ Otter.ai: https://otter.ai/ About the guest: Christian Espinosa, an esteemed thought leader, is most known as the bestselling author of "The Smartest Person in the Room," which explores the limitations of seeking validation through achievement and the desire to be the brightest intellect in any room. With a deep desire to inspire others to harness their innate wisdom, overcome perceived barriers, and summon the courage to tread new paths, Christian authored his latest book, "The In-Between: Life in the Micro." This book chronicles his remarkable transformation — from a "me against the world" mindset cultivated during his tumultuous upbringing to his evolution as a compassionate global citizen committed to uplifting humanity. A dynamic entrepreneur, Christian built and successfully sold Alpine Security, a cybersecurity business. He founded and currently leads Blue Goat Cyber. He also has an array of professional and personal development certifications. His expertise extends beyond the confines of the corporate world: he's a white hat hacker, a captivating keynote speaker, a perceptive real estate investor, and a connoisseur of heavy metal music and fiery cuisines. He’s also spent time in the Mexican jungle with Mayan Shamans, is a C-License skydiver, and is a PADI divemaster. Whatever Christian tries, he tends to master. Beyond his impactful professional pursuits, Christian's zest for life knows no bounds. An adventurer at heart, he fearlessly leaps from planes and balloons, conquers towering peaks, explores the globe, imparts wisdom in outdoor wilderness survival, and even takes on the rigorous challenges of Ironman triathlons. Having completed an impressive 24 Ironman triathlons and scaled two of the renowned Seven Summits, Christian Espinosa epitomizes the spirit of transformative leadership and unyielding exploration. Looking to connect: Email: christian@christianespinosa.com LinkedIn: https://www.linkedin.com/in/christianespinosa/ X: @Ironracer Website: https://christianespinosa.com/

Billions of dollars in profit. Millions of fans captivated by her concerts. In 2023, Taylor Swift has been everywhere, and her omnipresence provides valuable lessons for the entire public relations industry. In PR, we dream of making our clients a hot commodity. We dream of sending consumers into a frenzy. We dream of going viral. Sometimes, dreams become reality, and that is the excitement of PR. With hard work and strategic execution, PR campaigns can truly change hearts and minds. Swift’s success is essentially PR at its finest. Because of positive PR, the singer extraordinaire has become one of the most famous people on the planet. Whether you’re a Swiftie or not, the reasoning behind her success can be applied to other industries outside of entertainment and popular culture. Continue reading here. The article read in this episode originally appeared on the Forbes Agency Council CommunityVoice™ in November 2023. Join The PR Maven® Facebook group page. Sign up for email notifications for when new episodes are released.

In this episode, Nancy Marshall, The PR Maven®, speaks with Kathleen O'Heron, CEO and co- founder of Jynx Productions. Kathleen shares her professional journey, from her early fascination with film production and editing in high school and college, to co-founding Jynx Productions, a leading boutique media production company based in New England. She discusses the value of personal storytelling in achieving impactful personal branding and the documentary style of production that her company follows. Kathleen also sheds light on the production process, where a one-day to two-week shoot goes through several iterations of research, planning, filming, rating, editing and broadcasting. Finally, Kathleen shares her passion for educating people about American life, their work with corporate clients and creating legacy documentaries for families. 00:00 Introduction and background 00:48 Guest introduction: Kathleen O'Heron 02:15 Kathleen's journey into filmmaking 05:14 Kathleen's experience at Bloomberg and Jynx Productions 11:33 The impact of technology on filmmaking 14:37 The art of pitching a story 22:50 Current projects and future plans 25:45 The production process in filmmaking 35:23 The influence of media on Kathleen's career 38:33 Conclusion and contact information About Kathleen: Kathleen O'Heron is the co-founder and CEO of Jynx Productions, a media production company based in Maine. Over the last 20 years, she has built Jynx into one of the leading boutique production companies in New England. Jynx produces unscripted documentary-style content for TV networks, corporate clients and private clients, reaching millions of people on television, streaming platforms and social media. Prior to co-founding Jynx, Kathleen ran the global post- production department at Bloomberg Television in New York City, where she was instrumental in the success of several corporate initiatives. Kathleen has a unique combination of skills, including documentary storytelling, technology and international experience, having worked in London, Germany, and traveled extensively. Jynx Productions often covers American topics and stories from the perspectives of everyday people. “Hunger for content has not changed. In fact, it's increased. And it seems to me that the more that's available to people, the more they want.”

Based on her 27 years as a journalist in Maine, Deirdre Stires (you might recognize her from her byline, Deirdre Fleming) shares what she was always looking for as a journalist and how PR people can be helpful. Deirdre talks about her recent transition to creating content for Bates College and why it is important to be a good writer when it comes to creating content. Deirdre also lists some of the content she enjoys consuming and some resources she has found helpful as a writer. 3:16 – Deirdre describes how her career began by studying journalism in college and moving to Maine to cover hockey. 10:53 – Deirdre shares the best ways to help a journalist, including delivering on what you say you will deliver. 21:08 – Deirdre talks about content creation and how she is always looking for something quirky or unusual. 28:58 – Deirdre gives a glimpse into the types of content she consumes. 33:28 – Deirdre explains why it is important to be a good writer when it comes to content creation. 35:28 – Deirdre shares some resources that have been helpful to her. Quote “I always wanted to get an unusual story, something different, something quirky, weird, bizarre and ideally, it’s something new. It’s breaking news. Then, you’re the first person to get it on your website or on the front of your newspaper, but even if it’s not something new, oftentimes within a story, there’s something unusual or unique.” – Deirdre Stires, senior writer at Bates College Links: Maine’s outdoor tourism industry seeks solutions for workforce housing: https://www.pressherald.com/2023/04/23/maines-outdoor-tourism-industry-seeks-solutions-for-workforce-housing/ Maine Department of Inland Fisheries & Wildlife: https://www.maine.gov/IFW/ Maine Audubon: https://maineaudubon.org/ The Nature Conservancy in Maine: https://www.nature.org/en-us/about-us/where-we-work/united-states/maine/ Bates College: https://www.bates.edu/ Bates Trashion Show 2023: https://www.bates.edu/news/2023/11/16/bates-trashion-show-2023/ Portland Press Herald: https://www.pressherald.com/ “Becoming” by Michelle Obama: https://www.amazon.com/Becoming-Michelle-Obama/dp/1524763136 Word Counter: https://wordcounter.net/ “Born to Run” by Bruce Springsteen: https://www.amazon.com/Born-Run-Bruce-Springsteen/dp/1501141511 “Steve Jobs” by Walter Isaacson: https://www.amazon.com/Steve-Jobs-Walter-Isaacson/dp/1451648537 About the guest: Deirdre Stires worked for 27 years as a journalist in Maine, first at the Bangor Daily News and then at the Portland Press Herald, where she covered the outdoors for 20 years. Many newspaper readers in Maine know her from her byline — Deirdre Fleming — and her stories that anchored the Maine Sunday Telegram Outdoors section virtually every week. But Deirdre also covered outdoor and environmental breaking news and wrote in-depth, front-page Sunday stories on Maine’s myriad outdoor activities, wildlife populations, conservation efforts and trends in outdoor recreation. In two decades, she wrote about — and experienced while reporting —virtually every outdoor activity in Maine. She’s won several writing awards in Maine and nationally. In 2013, she was selected as a national finalist in the beat-writing category by the Associated Press Sports Editors, which means as an outdoor writer she beat out sports journalists around the country covering traditional sports like football, basketball and baseball. Her first book, which will be published by Islandport Press this spring, will be one of the nation’s few hiking guides on accessible trails and will highlight the current movement to build more universal-access trails across the country. Looking to connect: Email: Deirdre.fleming30@gmail.com LinkedIn: https://www.linkedin.com/in/deirdre-fleming-stires-383910132/ X: @DeirdreStires

You may be using search engine optimization (SEO) to increase the traffic to your website, but are you using conversion rate optimization (CRO) to make use of that traffic? In this episode, Marty Greif defines CRO, explains what it can do for you and how you can start implementing it. Marty also talks about client success stories using CRO and a game changer you will want to know for your career. Learn about trust bars and the ugly baby test in this episode as well. 3:50 – Marty describes how he started his career as a developer before joining SiteTuners and then buying the company. 6:38 – Marty defines conversion rate optimization. 8:41 – Marty talks about what types of clients he looks for. 11:50 – Marty explains why it is important to have your phone number and a trust bar on your website. 14:55 – Marty shares a game changer: think about others. 22:08 – Marty describes the difference between conversion rate optimization and search engine optimization. 25:28 – Marty lists some changes you can make now to improve your conversion rate optimization. 29:26 – Marty shares client success stories. 34:47 – Marty talks about some resources that have been helpful to him. Quote “Conversion rate optimization is making sure that the traffic that comes to your website actually does what you want them to do. There's a difference between driving traffic and making use of the traffic, so conversion rate optimization is making sure that the traffic, when it gets to your website, takes whatever your desired actions are so that you create a user journey for people.” – Marty Greif, president of SiteTuners Links: Heroic Public Speaking: https://heroicpublicspeaking.com/ Women Presidents Organization: https://www.women-presidents.com/ Forbes Agency Council: https://www.forbes.com/sites/forbesagencycouncil/people/nancymarshall1/ Maine PR Council: https://meprcouncil.org/ Mainebiz: https://www.mainebiz.biz/ Society for the Advancement of Travel Writers: https://satw.org/ “How to Win Friends & Influence People” by Dale Carnegie: https://www.amazon.com/How-Win-Friends-Influence-People/dp/0671027034 Nyraju Skin Care case study: https://sitetuners.com/resources/case-studies/nyraju-skin-care-ecommerce-landing-pages-277-increase-in-conversions/ “What Women Want Man to Know” by Barbara De Angelis: https://www.amazon.com/What-Women-Want-Men-Know/dp/0007132956 “True Connections” by Marty Greif: https://www.amazon.com/True-Connections-Relationship-Marketing-Digital/dp/1716943361 About the guest: Martin Greif is a digital marketing expert, author, and renowned speaker who has captivated audiences worldwide with his transformative strategies. With over 25 years of experience in sales and marketing, he brings an unrivaled level of expertise and a passion for driving revenue growth. Currently serving as president at SiteTuners, Martin is responsible for nurturing partner relationships, creating value for the customer base and overseeing day-to-day operations for this award-winning digital marketing agency. But Martin's impact extends far beyond his professional achievements. He is a man of compassion and social responsibility, serving as a board member for Vincent House, a respected charitable organization dedicated to supporting individuals with mental health challenges. This philanthropic involvement showcases Martin's commitment to making a positive impact on society and creating a better world. Looking to connect: Email: marty@sitetuners.com LinkedIn: https://www.linkedin.com/in/martingreif/ X: @SiteTuners Website: sitetuners.com