1. 2013 Program
Thursday,Sept.12
GVSUEberhardCenter
Biennial NonprofitWorkshop
2013 Focus: “Collaboration, Communication, Community”
Summary: How to build awareness, support and deeper
engagement for your nonprofit organization
in the changing world of communications.
presented by
West Michigan PRSA
P.O. Box 230292
Grand Rapids, MI 49523-0292
www.wmprsa.org
wmprsa@gmail.com

2. Dear Friends and Colleagues,
On behalf of the West Michigan chapter of the Public Relations Society of America, we’d like to welcome you
to the biennial nonprofit workshop,“Collaboration, Communication, Community.”
Today, communication is happening faster than ever and through so many mediums. It’s a challenging, yet exciting
time for nonprofits as today’s economy requires us to better leverage our resources. Like many organizations, you are
undoubtedly tasked with exploring new and creative opportunities that lead to growth and sustainability. Today’s
workshop will help you achieve this goal, emphasizing the three C’s – Collaboration, Communication, and Community.
Each presentation is designed to inspire ideas that enable you to do more utilizing the three C’s. We have an
impressive lineup of speakers presenting on a variety of important topics, including:
Branding
Social media
Crisis management
Grassroots organizing
PR as a management role
Strategic planning
Practical tricks of the trade
Our keynote speaker today is Pamela Gilchrist, chief strategist at the Gilchrist Group®. I know you will enjoy
her fascinating talk entitled:“From Chaos to Clarity: Leadership Secrets to Optimize Outcomes™.”
Whether you’re new to the nonprofit world or a seasoned professional, these sessions apply to a broad range
of industries and levels of expertise discussing topics that are both relevant and timely. We hope you find
the experience valuable and leave with new perspectives and concepts that may work for your organization.
WMPRSA remains committed to working with nonprofit groups to help develop and sustain the knowledge
and skills necessary for creating awareness, building support and realizing your vision.
We’re pleased you’re able to take advantage of today’s workshop and encourage you to apply for PRforGood,
a WMPRSA program that offers a two-year commitment of pro bono communications support to a nonprofit
organization. Thank you for joining us today. Enjoy the sessions!
Welcome!
Nick Wasmiller,
President
WMPRSA
nick.wasmiller@amway.com
Sandra Gaddy,
2013 WMPRSA
Nonprofit Workshop Chair
sgaddy@iccf.org

3. Workshop Agenda
West Michigan PRSA
P.O. Box 230292
Grand Rapids, MI 49523-0292
www.wmprsa.org
wmprsa@gmail.com
“Some people are born great, some achieve
greatness, and some hire public relations officers.”
– Daniel J. Boorstin
“My view is different. Public relations are a key
component of any operation in this day of instant
communications and rightly inquisitive citizens.”
– Alvin Adams
“The history of PR is… a history of a battle
for what is reality and how people will see
and understand reality.”
– Stuart Ewen
Session 1 Session 2 Session 3
Brand Storytelling (Benson) Social Media 101 (Davis) Making PR a Management Function
(Penning)
Social Media 101 (Davis) Nonprofit Strategic Communications PRforGood (Schuch)
(Rossman-McKinney)
What Keeps Your CEO Awake Brand Storytelling (Benson) LinkedIn’s Hidden Secrets (Yoder)
(Hanley)
Creating a Movement (Hertstein) What Keeps Your CEO Awake (Hanley) Creating a Movement (Hertstein)
Making PR a Management Function
(Penning)
Nonprofit Strategic Communications
(Rossman-McKinney)
PRforGood (Schuch)
LinkedIn’s Hidden Secrets (Yoder)
Registration, Breakfast and Welcome
Session I
Break
Session II
Break
Session III
Break
Lunch & Keynote Speaker
7:45 – 8:15 a.m.
8 :15 – 9:15 a.m.
9:15 – 9:25 a.m.
9:25 – 10:25 a.m.
10:25 – 10:35 a.m.
10:35 – 11:35 a.m.
11:35 a.m. - Noon
Noon - 1:30 p.m.
–

4. Sessions & Presenters
Keynote Address: Chaos to Clarity – Leadership Secrets to Optimize Outcomes
Description: In this fast-paced and inspiring keynote, Pamela Gilchrist will discuss her
experience and approach when dealing with day-to-day challenges as well as times
of dramatic change, to move from chaos to clarity. Now, more than ever, leaders and
communicators need to prove relevance and link strategy to action. Gilchrist will share
three secrets to help you rise above the chaos.
Presenter: Nationally-acclaimed speaker and author, Pamela Gilchrist. Pam connects
with audiences at every level with her wit, wisdom and inspiring style. She shares insider
knowledge of what works at top companies to optimize outcomes and add impact – and
what doesn’t. Pam has counseled executives for more than 25 years on how to improve
business impact through breakthrough strategies, next level leadership and branded
communications. She has served as chief communications counsel for companies ranging
from Fortune 100s to small businesses. Pam’s unique combination of vision, executive
management and guidance helps organizations achieve maximum results.
Pam Gilchrist
CEO & Chief Strategist
Gilchrist Group
Brand Storytelling – How to Discover and Tell Your Organization’s Story
Description: This presentation will offer practical tips, examples and advice to help
discover and tell your organization’s stories in creative, compelling and effective ways
– across print and digital platforms. We’ll address the crucial role that content strategy
can play in building brand loyalty and driving stakeholders to action.
Presenter: Dawn Pick Benson is as an award-winning writer, editor, and strategist who
has worked in corporate, non-profit, and higher education sectors. She is the owner
of DPB Communications, a content writing and strategy company dedicated to helping
brands tell their stories. Prior to owning DPB Communications, Dawn’s experience
includes working as Director of Content at Hanon McKendry, Director of Marketing
and Communications at Cornerstone University, and as a magazine editor in Atlanta.
Dawn Pick Benson, Owner
DPB Communications LLC
Social Media 101 for Nonprofits
Description: Facebook, Twitter, Google+, LinkedIn, Instagram, Vine. Where should
nonprofits have a presence and what are the best practices for using these social media
channels? This session will offer learning about these popular social networks, how
nonprofits are currently using social media well and not so well, and how to manage
communities on social media, especially in responding to negative or unwanted
comments.
Presenter: Graham Davis is the Director of New Media at Truscott Rossman, one of
Michigan’s premier public relations firms, and also serves as an instructor for Michigan
State University’s New Media Drivers License course since Fall 2012. At Truscott Rossman,
Graham leads all online strategy for the firm’s roster of local, statewide, national and
international clients, and also directs the firm’s Detroit office. Graham also served as
Governor Granholm’s (and the State of Michigan’s first) media director from 2008-2010.
Graham Davis
Director of New Media
Truscott Rossman

5. Sessions & Presenters
Creating a Movement…and Telling the World About It
Description: How do you build cohesion around a cause when you operate in 100
countries and work through a sales force that includes millions of independent business
owners? In this session you will hear about the Amway One by One Campaign for Children
that is celebrating 10 years of mobilizing people to transform the lives of more than 10
million children around the world. Learn how this campaign was selected, socialized and
scaled up into what is now a grassroots movement that leverages personal networks,
traditional public relations and social media – and how to apply our methodology.
Presenter: Jesse Hertstein has traveled the world for Amway to build strategic corporate
citizenship initiatives. He has been the chief storyteller of the Amway One by One
Campaign, working with a variety of global and local nonprofit organizations. Jesse
has presented to leaders, local and international media and professionals at the Boston
College Center for Corporate Citizenship and the U.S. Chamber of Commerce.
Jesse Hertstein
Senior Specialist
Amway Corporation
Making PR a Management Function – What Your Board and Leadership Should Know
Description: Public Relations professionals and educators alike talk about the need for
PR to be a management function, not merely a technical skill. Why then is PR as a capacity
or skill not more represented on the boards of nonprofit organizations? This session will
highlight recent research conducted on nonprofit organizations in MI that gives the status
of PR on nonprofit boards, the reasons behind it and strategies for improvement.
Presenter: Dr. Tim Penning, APR, is an Associate Professor in Communications at Grand
Valley State University, where he teaches courses in public relations. His research interests
include nonprofit public relations, the role of PR in democracy, influences on public
relations content, and PR history and ethics. He also is a public relations consultant with
Penning Ink. He writes a blog about advertising and public relations called GRPR: http://
gr-pr.blogspot.com/. Prior to becoming an educator, Tim was communications director
for an international mission agency, media relations manager for Grand Valley State
University, and public relations director for the Grand Rapids Community Foundation.
Dr. Tim Penning, APR
Associate Professor
Grand Valley State University
What Keeps Your CEO Awake at Night? – Anticipating Crisis Situations
Description: It’s been said that the best crisis plan is to prevent one from happening.
In this session we will discuss an“issues anticipation”model of engaging your executive
leadership team in conducting a vulnerability assessment of your organization. We will
identify what potential crisis looms on your horizon, what policies or procedures need
to be established and what are the key messages you need now, approved in advance.
Presenter: Tom Hanley is senior consultant, director of public relations services for
Wondergem. He is responsible for the firm’s engagement in healthcare and education,
strategic public relations counsel, issues management, crisis communications and media
relations. Previously, Tom served as director of corporate social responsibility for Spectrum
Health and director of communications for Helen DeVos Children’s Hospital. He also was
director of public relations for Connecticut Children’s Media Center in Hartford. Tom was
the 2005 PR News“National PR Spokesperson of the Year”for crisis communications.
Tom Hanley, APR
Director of PR Services
Wondergem Consulting, Inc.

6. Sessions & Presenters
PRforGood – Communicate Your Way to Success
Description: Family Promise of Grand Rapids was the 2012-2013 recipient of WMPRSA’s
PRforGood pro bono services to help achieve organizational goals and needs through
strategic communications. Learn more about how PRforGood supported Family Promise
of Grand Rapids and how you can apply to have the chance for your organization
to be the beneficiary of services for 2014-2015. Cheryl will be joined by PRforGood
representatives Christine Hoek, Rick Jensen and Terri Howe for this informative session.
Presenter: Cheryl Schuch is a dynamo in the West Michigan nonprofit sector. She helped
develop one of the largest volunteer organizations in our community – Kids Food Basket.
Cheryl moved on to take the helm of Family Promise of GR, an organization that helps
homeless children and their families as they work to find a new home. Family Promise
provides emergency services to families, serves over 800 people each year, and is one
of only two groups that lets families remain together when they become homeless.
Cheryl Schuch
Executive Director
Family Promise of GR
LinkedIn’s Hidden Secrets
Description: It’s time to get serious and make LinkedIn work for you. With over 225
million registered business users, LinkedIn is the social media channel for business
professionals. In this session, we’ll explore proven strategies that can help you get the
most from LinkedIn profiles. We’ll learn how to use LinkedIn Signal to put your news feed
to good use, the Four B’s and how to use them in your status updates on the your profile
or company page, and how to optimize your profile and turn it into a search magnet.
Presenter: Michael Yoder is a social media consultant for spectrum Health Systems. He
also is the leader of LinkedUp Grand Rapids, a LinkedIn group of over 12,000 business
professionals in West Michigan. Mike’s time is spent developing strategies to implement
and integrate new media. In addition to his work with Spectrum Health and LinkedUp
Grand Rapids, Mike is a frequent trainer, speaker and guest lecturer for corporations,
clubs, groups, colleges and universities.
Michael Yoder
Social Media Consultant
Spectrum Health
Nonprofit Strategic Communications
Description: This highly entertaining and real-world presentation will provide
attendees with practical tips, tools and tactics for strategic communication planning
and implementation design to maximize their understanding, awareness and ability to
generate positive media coverage. The session will include discussion on research, target
audience assessment and message development/delivery.
Presenter: Kelly Rossman-McKinney, APR and PRSA Fellow, is CEO/Principal of Truscott
Rossman and has the distinction of being ranked as one of the top PR Professionals in
our region. Kelly pioneered issue management in the Capitol and is a certified crisis
communicator, a nationally accredited public relations counselor (APR), and a member
of the Public Relations Society of America’s (PRSA) distinguished College of Fellows. In
addition to her dedication to her work, Kelly is deeply committed to community service.
She chairs the Michigan Chamber Foundation and serves on several other boards,
including the MI Political Leadership Program and the MI Chamber of Commerce.
Kelly Rossman-McKinney
CEO and Principal
Truscott Rossman

7. WMPRSA Leadership
2013 WMPRSA Non-Profit Workshop Committee
Sandra Gaddy, Chair
Christine Hoek, APR
Terri Howe, APR
Board of Directors – West Michigan Public Relations Society of America
Nick Wasmiller, President..............................................................................nick.wasmiller@amway.com
Jennifer Luth, Secretary, Mentorship Chair............................................jennifer@clarkcommunication.com
Bradley Gordon, Treasurer............................................................................gordonbr@gvsu.edu
Derek DeVries, 2014 President Elect, Programming Chair................ddevries@lambert-edwards.com
Kate Washburn, APR, Immediate Past President..................................kate.washburn@amway.com
Patrick Bishop, PhD, APR, Accreditation Chair......................................patrickbishop@ferris.edu
Anna Bryce, APR................................................................................................anna.bryce@amway.com
Kristie Burns, Membership Chair................................................................kburns@lambert-edwards.com
Kellie Cottrell, PRoof Awards Chair............................................................kelli.cottrell@cornerstone.edu
Sandra Gaddy, Nonprofit Seminar Chair.................................................lagaddy@sbcglobal.net
Christine Hoek, APR.........................................................................................christine@articulate-pr.com
Terri Howe, APR, PRforGood Chair..............................................................thowe@howemarketing.com
Rick Jensen, Mixers Chair...............................................................................rick.jensen@davenport.edu
Adam Russo, Members + Media Chair......................................................adam.russo@haworth.com
Amy Sawade, Communications Chair.......................................................amy.sawade@spectrumhealth.org
Adrienne Wallace.............................................................................................adrienne@834design.com
Pro Bono Design & Production – True Wind Media, LLC
Print materials for this year’s Biennial Nonprofit Workshop were
designed and produced by True Wind Media, LLC, of Battle Creek,
MI. Founded in 2002, we are an independent publisher and media
company with more than 39 years of professional experience.
In addition to marketing services, we also develop:
Original content books, CDs and DVDs
Interactive websites and web videos
Illustrated guides and directories
e-Learning and online courseware
Large format posters and custom graphics
E-commerce products and platforms
Political campaign media
The president and creative director of True Wind Media is Peter Kobs.
To learn more, call (269) 962-1830 or e-mail: info@TrueWindMedia.com.
“Marketing, publishing and creative services
for the best clients in the world.”
Learn More About Us
For additional information on WMPRSA
or to learn about upcoming events,
please visit www.wmprsa.org.

8. Our Local Sponsors
We are deeply grateful to the following businesses and organizations for their generous support of this nonprofit
event and WMPRSA throughout the year. Thank you!
The Public Relations Society of America – A Vital Part of Our Community and Nation
Welcome to the West Michigan chapter of the Public Relations Society of America (WMPRSA), the world’s largest
association of public relations professionals. We are part of the East Central District of the national PRSA.
WMPRSA is comprised of more than 100 PRSA members living within the western half of the lower peninsula
of Michigan, from Benton Harbor to Traverse City. And we invite you to join us! To learn more, visit www.wmprsa.org.
Our Mission
The Mission of WMPRSA is to help public relations professionals develop and sustain the essential knowledge, skills
and standards which will reinforce their integral role in the effective management of organizations.
Our Sponsors Mission
West Michigan PRSA
P.O. Box 230292
Grand Rapids, MI 49523-0292
www.wmprsa.org
wmprsa@gmail.com