Friday, February 27th 2015

CEO Joan Schneider Speaks at Annual PR Advanced Event at Boston University: “PR is about Passion”


From Left to Right: Jaclyn Rulle, Mullen, Tom Kiley, Weber Shandwick, Joan Schneider, Schneider & Associates. Photo Credit: PR Advanced

On February 21, Joan Schneider, CEO and founder of Schneider Associates, participated in a panel at the PR Advanced event held by the PRSSA Boston University Chapter. PR Advanced is an annual PR event featuring
a keynote speech, breakout speaking sessions, panel discussions, student competitions and a career fair – all focusing on the field of communications. This year’s theme was Breaking Barriers and addressing the changing landscape of communication, aimed at preparing young students and aspiring communication professionals for the shift toward integrated marketing communications (IMC).

The panel included professionals who were all engaged in IMC — disciplines discussed included public relations, digital media, advertising and marketing. As the PR representative on the IMC panel, Joan shared
her insights on the future of IMC and provided valuable guidance to young professionals who are pursuing a career in the industry. The other two speakers on the panel included Jaclyn Ruelle, VP Account Director at Mullen, and Tom Kiley, VP of Weber Shandwick.

Here are some highlights from Joan’s panel discussion:

The Future of IMC:

• From the printing press to broadcast media to today’s social media platforms, the industry is always
changing and evolving.

• As we move towards an IMC approach, the industry will need both generalists who can think cross
discipline and specialists who know more than just the talking points about a client’s business.

• At the core of IMC are writing, communication, technology and creativity.

• As integrated media professionals, our role is to bring measurable results to business problems.
Our role is cross discipline and reaches every aspect of business, from front line customer service
to C-suite challenges.

Advice for Young Professionals:

• Take off your ear buds and hear what’s going on around you. The world is bigger than your phone.
It’s important to engage with others.

• Talk to people you would not normally consider chatting up – get out of your comfort zone.

• Be a good writer, a good researcher, and know what’s going on in the world. Watch, listen to
or read the news every day.

• Get inspiration from culture, art, traveling, food, or anything that can expand your mind.


Joan’s discussion generated a buzz on Twitter. Check out Joan’s inspiring and witty quotes
captured by the audience:







Thursday, February 26th 2015

New Product Launch of the Week: Little Caesars Bacon-Wrapped Pizza

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To capitalize on America’s undying love of bacon, Little Caesars recently launched the first-ever bacon-wrapped pizza. The limited-time only deep-dish is wrapped with 3.5 feet of bacon around the crust and topped with pepperoni – and of course, even more bacon. At $12 per pie, Little Caesars’ bacon-wrapped pizza is the chain’s priciest menu item, whose legacy includes affordable deals such as the two-for-one Pizza!Pizza!® and the 5 dollar HOT-N-READY carry-out option.

In recent years, Little Caesars has fallen behind in the fast-food pizza chain competition, losing much of its consumer base to those who are opting for quality over quantity. Industry Rival Papa John’s has earned a top place in the market with their “better ingredients, better pizza” tagline, and Domino’s has made a concerted effort to revamp its entire menu, promising to listen to consumer feedback and focus on making great-tasting food.

To launch the new pizza, Little Caesars relied on media relations and a social media campaign to generate consumer buzz. A company press release described the product as an “example of how we’re continuing to innovate and offer variety while fully leveraging our core strengths built around value, convenience, and quality.”   The new pizza was dubbed “America’s latest indulgence” by CNN and an “epic announcement” by Buzzfeed. Fox News aired a broadcast on their talk show, Red Eye with Greg Gutfeld, which featured panelists discussing the launch and whether or not they would try a pizza wrapped in 42 inches of bacon.  USA Today ran an article about the product, which featured an interview with Little Caesars’ CEO David Scrivano, who points out that “you can always get a plain, cheese pizza” anywhere. Integrating social media into the launch, Little Caesars tweeted a link to the USA Today article after it ran to announce the product on their handle. Even famous Hollywood gossip blogger Perez Hilton posted about the launch, calling it Little Caesars’ “plan for world domination with a deep-dish pizza.”

While most fast-food chains have begun launching healthier menu items in response to the rise of healthier chains like Chipotle and Panera, the bacon-wrapped pizza is quite the opposite, with about 450 calories and 23 grams of fat per slice. In the face of criticism, Little Caesars pointed out that a slice actually has fewer calories than many other beloved fast-food items, including the Whopper from Burger King or a McDonald’s Big Mac.

Of course, it shouldn’t be considered a healthy option. Scrivano acknowledges it is “a more indulgent offering for a demographic that craves premium quality.”  At Schneider Associates, we learned from our 2014 Most Memorable New Product Launch survey that younger consumer demographics including millennials (21-30 year olds) and Gen Xers (31-47 year olds) are more health conscious than other generations, and prefer products that contain whole grains, have no high fructose corn syrup and no trans-fat.

Do you think consumers will pig out on Little Caesars’ new pizza, or avoid it altogether? And does the product have what takes to bring home the bacon? Will this new, slightly expensive menu item catapult Little Caesars into the same category as chains like Domino’s, or will it turn away customers who enjoy the restaurant’s affordability? Only time will tell.

Alexandra Powell
Marketing Intern

Friday, February 20th 2015

Meet the iGen: CEO Joan Schneider Discusses Next Generation of College Applicants & “iGen Goes to School” Survey with Boston Business Journal


Times may get tougher for higher education institutions marketing to new college applicants. Why? Because the iGeneration–those born after 1994–respond to marketing, media and college communiques very differently from millennials and older generations.

In a Boston Business Journal article, CEO Joan Schneider discusses the “iGen Goes to School” survey, consisting of an online survey and four focus groups conducted by Schneider Associates and The Pollack PR Marketing Group. As millennials enter the workforce and iGens take their place on campus, enrollment, admissions and communications professionals need to transform traditional marketing and recruitment approaches to include more digital and personalized strategies.

To read the article, click here or read below.

To learn more about the iGen and request a fact sheet from our study, click here.


ViewPoint: Old recruiting tactics are powerless to the ‘iGens’

Joan Schneider, Schneider Associates and partner in the WORLDCOM Public Relations Group.


Enrollment managers are facing steady enrollment declines, fewer high school graduates in the pipeline, and fewer full-pay applicants. Along with competition from traditional and online colleges, this makes it difficult for enrollment professionals to step back and evaluate the ways in which this cohort is different from past classes. Enrollment management and communications professionals are so focused on shaping marketing programs for millennials, it is difficult to shift attention to another generation that has already begun to enter — and disrupt — the enrollment landscape.

The iPhone generation, or “iGens” as author Stefan Pollack dubbed them in his book “Disrupted,” are those born between 1994 and 2004 and are the first true digital natives. They grew up with smartphones in their hands and the oldest of them are already juniors in college. This tech-savvy group makes decisions about music, movies, restaurants — even which college to attend — in a new, digital way.

Schneider Associates and The Pollack PR Marketing Group conducted the “iGen Goes to School” study to identify the recruitment tactics iGens prefer. The study, which included a survey and four focus groups conducted in Boston, New York and Los Angeles, found that students are not motivated by fancy college viewbooks, letters or impersonal mass emails. Traditional marketing communication tactics do not resonate with this crowd and can even turn them off to an institution. IGens require information on-demand, and trust the advice of friends or strangers, even those online, over authority.

If traditional communiqués do not reach iGens, or their Gen X parents who are also becoming more digitally oriented, how can these elusive students be reached and recruited?

  • iGens prefer personal contact. When it comes to communications, iGens want schools to be more aware of them as individuals, rather than as numbers. Bombarding this group with generic letters does not work. In fact, they want everything personalized.
  •  Social media and mobile communication. For iGen participants currently enrolled in college, 56 percent stated they had used social media at least a little during the application process, and for those currently applying at the time of the study, 92 percent used social media to learn about a school — with 67 percent citing Facebook as the most frequently used social media platform.
  •  Traditional advertising is not the answer. Students surveyed were not particularly influenced by direct advertising and did not like TV ads, as they made schools seem “desperate” and believed they actually weakened their reputation.

With about 60 colleges and universities in the metropolitan area, enrollment managers and marketers need to be cognizant of this generational shift, and consider adopting new marketing technologies and tactics to pique the interest of this group to successfully entice them to enroll and matriculate to their institutions.

Joan Schneider is CEO of Schneider Associates and partner in the WORLDCOM Public Relations Group. She can be reached at


Wednesday, February 4th 2015

#BrandBowl 2015: Who Scored Big During the Super Bowl XLIX Advertising Game?

(Logo source:

The Super Bowl is one of the most anticipated sporting events of the year, recording some of the highest television ratings of any U.S. programming. This has made the annual broadcast one of the most important–and also one of the most expensive—days for marketers, advertisers and brands. This year, Super Bowl XLIX recorded the highest percentage of homes tuning into the game at 49.7%. Additionally, at one point the game attracted the highest ever recorded number of viewers—120.8 million—during the dramatic fourth quarter of the game, according to Nielsen. For brands that collectively spent over half a billion dollars in advertising on NBC’s broadcast, this was great news.

Viewers aren’t just tuning in; they are taking to social media more and more each year to react to Super Bowl ads in real time. Since its inception by advertisers in 2009, the hashtag #BrandBowl has generated overwhelming participation from Twitter users sharing their opinions on advertisers’ spots. Additionally, a reputable source of Super Bowl ad tracking from USA Today, the “Ad Meter,” issues a live poll to viewers on the best commercials of the year as they appear.

Some brands that did not advertise on the most-watched day of the year, such as Cheerios, Denny’s, Charmin, and BarkBox, engaged in real-time marketing, posting their own clever reactions to the game and the ads on Twitter. For the brands that advertised, the effort to take the conversation social was at an all-time high with 46 of the advertisements including a hashtag in their campaigns, according to Bloomberg Businessweek.

So which brands were able to score big with consumers?

(Image source:

#BrandBowl 2015 started off with a bang. Immediately following kickoff, Chevrolet debuted its 30-second spot, turning the television screens of the average 114.4 million viewers into a broken image of the football stadium, cutting to dead air as if the broadcast had blacked out. In living rooms, bars and restaurants across the country gasps ensued, followed by angry tweets erupting on social media from viewers proclaiming the Chevy stunt nearly caused them “momentary heart failure,” according to a tweet from Ron Culp, former Sears senior vice president, public relations and government affairs. The spot was meant to promote Chevrolet’s new Colorado with built-in 4G LTW Wi-Fi, allowing people to stream the game if their television actually went dead. Needless to say, Chevrolet kicked off the 2015 Super Bowl advertising game in a memorable way that we were all still talking about on Monday.


(Image source:

Among the rest of the ads to follow, themes this year were similar to those of previous years, mostly defined by animals, nostalgic references to pop culture and celebrities, according to Bloomberg Businessweek. Budweiser, Coca-Cola, P&G, Dove Men + Care, Nissan, McDonald’s, Microsoft, Toyota and Dodge led the way with strong, story-telling performances. Some brands used humor such as Turbo Tax and its resolution of the Revolutionary War, BMW and its explanation of the internet, and Snickers and “The Brady Bunch.” Other notable celebrity appearances included Kim Kardashian for T-Mobile, Mindy Kaling and Matt Damon for Nationwide, Liam Neeson for Clash of the Clans, Jeff Bridges for Squarespace, Brett Farve for and a brief cameo from Lindsay Lohan for Esurance. One notable trend with several commercials was a “dad-vertising” focus, recognizing the role that men are increasingly playing in household purchases and childcare.

The brands that garnered the most positive reactions on social media were, T-Mobile, Clash of the Clans, P&G, Fiat, Budweiser and Chevrolet. Nationwide received negative backlash from their darker spot featuring a young boy who dies following a household accident. Among a mix of the good and the not-so-good, below is a rundown of some of the advertising highlights from Super Bowl XLIX:


Chevrolet: 2015 Colorado

“What would you do if your TV went out right before the Super Bowl?”


Budweiser: “Lost Dog”

The winner of USA Today’s Ad Meter ranking by a consumer panel, Budweiser returns with a tear-jerking spot featuring an appearance by some familiar friends.


Clash of the Clans: Revenge

Liam Neeson gets his revenge on those who attack his village in Clash of the Clans.


BMW: “Newfangled Idea”

Featuring Bryant Gumbel and Katie Couric from the Today Show, the spot utilizes humor to explain the new and big idea of the BMWi3 electric car.


Carnival Corporation: “Come Back to the Sea”

Carnival’s dramatic and visually beautiful spot features a voiceover that draws viewers in with a sensory experience of the sea.


Snickers: Brady Bunch

BBDO New York took home the “Super Clio” this year for the best commercial in a humorous spot featuring “The Brady Bunch.”


T-Mobile: #KimStash

Designated “Famous Person” Kim Kardashian gives a warning about unused data.


Coca-Cola: #MakeItHappy

Coca-Cola turns the negativity of cyberbullying into happiness and positivity in this uplifting spot, showing viewers that “the world is what we make it.”


Dove Men + Care: #RealStrength

Dove honors dads in this emotional spot that shows what makes a man stronger is showing that he cares.


Nissan: #WithDad

Nissan also touches on the father-son relationship by taking viewers through a son growing up watching his racecar driver dad, promoting the safety of a Nissan.


McDonald’s: Pay With Lovin’

McDonald’s kicks off their ‘Pay With Lovin’ campaign that randomly chooses customers for a free meal if they show a little act of kindness.


FIAT: The FIAT Blue Pill

FIAT pushes humor to the extreme in this viral spot featuring an elderly Italian couple and the attractiveness of a FIAT.


Toyota: #OneBoldChoice

Toyota shows that being a dad is more than just being a father – it’s one bold choice.


P&G: Like A Girl

Always rewrites the rules for girls in this inspiring spot that garnered over 54 million views online before the commercial aired on Super Bowl Sunday.


Dodge: Wisdom

Dodge honors the knowledge and wisdom of the elderly to honor their 100 years in the industry. #ItsThatEasy helps NFL legend Brett Favre start his own business in this humorous spot.


Kia: “The Perfect Getaway”

Featuring former 007 actor Pierce Brosnan taking on a new mission in the Kia Sorento.

Braylon O’Neill

This emotional spot features a six-year-old boy enjoying the freedom his prosthetic legs give him thanks to the evolution of technology.


Ariel Ferrante
Integrated Marketing & Digital Design Associate

Tuesday, February 3rd 2015

Bay Path University Joins the Global Conversation Surrounding the Manhunt following the Charlie Hebdo Paris Terror Attack


When news breaks, the desire for fresh updates and insightful commentary becomes a priority for all media. Whether the story making headlines is happy or sad, dramatic or devastating, those of us representing clients with relevant content need to share our sources with the media.

When one of the worst terrorist attacks in recent memory broke out in France last month, the eyes of the world were trained on the headquarters of the Charlie Hebdo satirical newspaper. Our team at Schneider Associates watched the unfolding situation, and knew it would be important for the media to turn to experts who could comment on how Paris law enforcement would track the perpetrators of the attack.

To answer Bloomberg’s call for experts,  SA introduced client Robert Milton, a former commander of the Metropolitan Police at New Scotland Yard and a Professor of Criminal Justice at Bay Path University. Milton, a law enforcement veteran whose background and experience was very applicable,  Skyped in from London for a live segment and provided insights into how Paris law enforcement would go about tracking down the attackers.

As the day developed, more questions arose including the possibility that a lone wolf was responsible for the attack. SA provided Professor Milton as a source to the International Business Times, where he discussed the “hallmarks” of al-Qaeda that appeared present in components of the Charlie Hebdo attack.


To view the full segment on Bloomberg, click here.

To read the article in the International Business Times, click here.


Lauren Torlone
Lauren Torlone

Thursday, January 29th 2015

Meet our Spring 2015 Interns


The Schneider Associates team would like to welcome our lineup of spring-semester interns! Let’s get to know them a little better and see what they’re most looking forward to during their time at SA.


Meng Guo


Where are you from?


Where do (or did) you attend undergrad? Grad school?

Boston University

What is your major? Minor?

Public Relations

What are your interests and hobbies?

Photography, table tennis

What are you most looking forward to while interning at SA?

Learning about product launch PR and working with new colleagues



Alexandra Powell


Where are you from?

Ashland, MA

Where do (or did) you attend undergrad? Grad school?

I received my bachelor’s degree from the University of Massachusetts Amherst. I am currently enrolled in graduate school at Lasell College.

What is your major? Minor?

Integrated Marketing Communication

What are your interests and hobbies?

I enjoy watching stand-up comedy, eating, and playing with puppies

What are you most looking forward to while interning at SA?

I am excited to start my marketing career and I am most looking forward to learning from my mentors at Schneider Associates!


Jaclyn (Jackie) Vazquez


Where are you from?

Danville, a small town in the San Francisco Bay area.

Where do (or did) you attend undergrad? Grad school?

I am currently a second-semester senior at Boston University’s College of Communication.

What is your major? Minor?

I am a Public Relations major with a psychology concentration.

What are your interests and hobbies?

I religiously follow my sports teams – the Chicago Bears, the Chicago Blackhawks, and the Chicago Cubs – through good times and bad. I try to catch most games, but when that isn’t possible, Twitter just has to suffice. I love to read, especially anything written by Stephen King. Being active is a must for me, whether it be going to the gym or getting out of Boston for the weekend.

What are you most looking forward to while interning at SA?

SA will give me more agency experience, as well as more experience working with corporate clients. I am also looking forward to learning more Launch Public Relations and integrating social media in a PR campaign.



Elaina Druid


Where are you from?

Reading, MA

Where do (or did) you attend undergrad? Grad school?

I am currently attending Curry College in Milton, MA.

What is your major? Minor?

I am majoring in Communications with a concentration in Public Relations and I am minoring in English.

What are your interests and hobbies?

I love photography, music (Spotify is my best friend), dance, playing the Ukulele, and running

What are you most looking forward to while interning at SA?

I am excited to gain more experience in a PR agency and to have the opportunity to do some hands-on work for Schneider Associates and their clients.



Grant Bachhuber


Where are you from?
Duluth, Minnesota

Where do (or did) you attend undergrad? Grad school?

Boston University (graduating this spring 2015)

What is your major? Minor?

Major: Linguistics

Minor: Speech, Language and Hearing Sciences

What are your interests and hobbies?

Minnesota lake life, hunting, biking, reading, exotic food, photography

What are you most looking forward to while interning at SA?

Working with a diverse client base and connecting with the fun SA team



Liz Middleswarth


Where are you from?

I’m from a small town in northern New Jersey about twenty minutes outside New York City.

Where do (or did) you attend undergrad? Grad school?

I attend Boston University.

What is your major? Minor?

I am studying Public Relations with a minor in History.

What are your interests and hobbies?

I love traveling – I just spent the last year living in London and then Los Angeles! I live to binge watch Netflix, and am thoroughly dedicated to stalking celebrities on

What are you most looking forward to while interning at SA?

I am most looking forward to learning as much as possible about what it takes to be successful at an agency before I graduate this spring (while simultaneously trying not to cry too hard when I think about how I’m almost done with college!)



Jack Slye


Where are you from?

Needham, MA

Where do (or did) you attend undergrad? Grad school?

Freshmen at University of Delaware, Alfred Lerner College of Business

What is your major? Minor?

Business Undeclared, Journalism Minor

What are your interests and hobbies?

I enjoy playing golf with my buddies, and am interested in marketing and management.

What are you most looking forward to while interning at SA?

Becoming integrated into the business. I’ve heard that the interns are very involved, and I look forward to the challenge.

Harrison Calato 

Where are you from?

Amherst New Hampshire

Where do (or did) you attend undergrad? Grad school?

Sacred Heart University, Welch College of Business

What is your major? Minor?

Major in Marketing

Minor in Sociology

What are your interests and hobbies?






What are you most looking forward to while interning at SA?

-Working in a team environment and learning from supervisors and other individuals who have experience in the industry.

-Working on local clients which will help me to stay current with Boston local happenings

-Developing my writing skills to suit a more technical public relations standard

-Taking part in creative brain storming and pushing my limits on thinking creatively

-The Intern project

-Exploring the different areas of the public relations and marketing industry




If you’re interested in learning more about the SA internship program, visit our website and follow us on twitter @SA_launch. To apply for an internship, send your resume and cover letter to

Friday, January 23rd 2015

SA Attends Boston’s State of the City with an Eye on Innovation

On January 13 in Boston, Mayor Marty Walsh delivered his State of the City address at Symphony Hall and three of our SA team members attended. The excitement in the room was palpable as people were eager to hear the plans to further position Boston as a thriving, healthy and innovative city. At SA, we’re all about innovation, and being surrounded by forward thinkers was energizing. After the address, we reflected on the innovative work that we’ve done in conjunction with our clients and as an agency.


  1. Northeastern University’s Whiteboard Innovation Challenge

To launch Northeastern University’s Master of Science in Innovation program, we knew we had to seamlessly integrate innovative thinking into recruiting for this fast-track enrollment campaign. The goal: to promote this new program–and the D’Amore McKim brand–and sign up over 20 students in just four months for a one year master’s degree. What better way to launch a new innovation program than to do something innovative? To spread the word, we launched the Whiteboard Innovation Challenge by wrapping a truck in whiteboard material with the contest and school branding, and took it to the streets of Boston. During the contest, we asked people to share their innovative ideas about how they would use technology to solve everyday problems. The outcome? Hundreds of innovative whiteboard drawings, publicity surrounding a brand new program and most importantly, enrollment leads.


  1. Haystack

When it comes to solving Boston’s parking problems, everyone is all ears to learn about a new solution. Haystack Technologies enlisted SA to create buzz surrounding its new, innovative answer to the parking predicament—a smartphone app allowing people to notify other parkers when they are leaving their parking spot. SA supported a high-end media event at the Liberty Hotel, and helped secure over 80 campaign media placements in print, online and broadcast outlets both locally and nationally. Most importantly, we spread the word about a unique and inventive idea to solve a major problem faced by the City of Boston.


  1. iGen Goes to School

At SA, we’re focused on helping higher education clients reach their enrollment and matriculation targets. Through our “iGen Goes to School” study consisting of a survey and four focus groups in Boston, NY and LA, we found that iGens, or those born between 1994 and 2004, do not prefer the traditional communiques often used by colleges and universities to recruit them. We’re using our data to help schools reimagine their enrollment marketing and communications efforts to drive applications and enrollment – and reach this new, digital generation of college students.



  1. Phoodeez

SA was enlisted to help the online ordering service, Phoodeez, make a name for itself as the go-to catering and delivery service with Boston office managers.SA spread the word about the new corporate catering concierge in local media outlets including the Boston Globe, BostInno, and the BBJ.


  1. #SAMoves to an Open Office

SA made moves this year – literally. Not only did we move offices, but we traded in our traditional offices and high cubes for an open, collaborative space. With walls covered in IdeaPaint, designated areas for brainstorming and vibrant colors, this year will not only bring more innovation to our agency but lots of collaboration (and beer Fridays).


Dani Gerard
Account Executive

Wednesday, January 21st 2015

Helping Client MSPP Tell the Story of Boston’s Haitian Community, 5 Years After the Earthquake

Monday, January 12 marked the fifth anniversary of the earthquake in Haiti. The tragic event killed more than 300,000 people. On Sunday, January 11, Boston’s Haitian community came together at Haitian Resilience Day, organized by Youth & Family Enrichment Services and held at Hyde Park Educational Complex, to remember those they lost. They also celebrated Haiti’s ability to move forward, even in the wake of such a terrible tragedy.

I had the opportunity to attend the event with Gemima St. Louis, psychologist and faculty member at our client, the Massachusetts School of Professional Psychology, which is becoming William James College on May 7. Schneider Associates coordinated opportunities for Gemima, a native of Haiti, to speak with The Boston Globe and Fox 25 about the importance of ending the stigmas that Haitians associate with mental healthcare. Since the earthquake, seeking help for mental health wounds has become more socially acceptable, because so many people were affected directly or indirectly by this disaster.

The focus of the event was life. Though the community will never forget their hardships or those they lost, they showed their ability to come together and help each other heal.

Carolyn Tillo
Senior Account Executive


Monday, January 12th 2015

Schneider Associates’ 2015 PR New Year’s Resolutions

Each December, we’re prompted by friends, family and the Internet to dream up a New Year’s resolution that we’re really going to follow. This year, my resolutions are to run (…or sign up) for a marathon and get involved in a volunteer organization that has meaning to me. Even if some New Year’s resolutions don’t last longer than January, reflecting on what you wish to do differently is a good opportunity for a fresh start. This doesn’t have to be confined to our personal lives, either; it’s a good time to think about what we’d like to improve at work.

In light of this, I thought I would elaborate on a few things my Schneider Associates colleagues and I would like to do differently in 2015 to become better PR professionals:

  1. Take 30 minutes or more each day to focus on reading or watching the news. We strive to accomplish this goal since breaking news affects our clients and where they can fit in to the bigger story. This year, we’ll set up more Google alerts and pay even closer attention to breaking news headlines on the television screens in our office.
  2. Be more efficient. In PR, that’s the name of the game. In 2015, we’ll reflect on what works best for our own personal working style – whether it’s a written list of tasks for the day ranked by priority, or shutting ourselves in an office for a few hours of uninterrupted work time. We won’t be afraid to vocalize what works best for us, especially in our new open office!
  3. Proofread. Every. Document. Twice. Even the most diligent writer makes  mistakes, so we’ll take even more time to read each document aloud, print it out and rely on our colleagues to review our work. The more eyes that see a project before it’s finalized, the better it will be – and the greater chance it will hit the mark.
  4. Make an extra effort with the media. We can find more time for coffee or lunch, and if reporters are unavailable – a nice email unrelated to a pitch, or even a personally delivered coffee can go a long way in showing that you’re a real person like them, not just a name on an email.
  5. Say yes! If we’re given the opportunity to attend a seminar, go to a networking event, or be the team ambassador at a meeting, we’re saying yes and going all in. The people we meet and the things we learn help us grow as professionals and keep our perspectives changing – not to mention, one never knows what opportunities can arise from talking to new people.

What’s the best thing about these PR New Year’s resolutions? They’re totally attainable. If we can keep these in mind for the year to come, 2015 will be a great year.

HannaHeycke NEW
Hanna Heycke
Senior Account Executive

Friday, January 9th 2015

Schneider Associates Senior Account Executive Carolyn Tillo Featured in New York Times Poetry Contest


Last month, Schneider Associates’ Senior Account Executive, Carolyn Tillo, took a brief break from media pitches and press releases to write a poem for a contest presented by New York Times human rights columnist, Nicholas Kristof.

Carolyn and the SA team were excited to see her poem, which according to Kristof was poignantly written, featured in a New York Times article over the holidays. Following the recent Ferguson protests, the theme of the poetry contest surrounded racism and equality.

Below is her poem about her high school in Jacksonville, Fla., and the roots of racial division:


I learned about race in my high school cafeteria.

Whites sat on one side,

Blacks on the other.

It was a house


We were smart kids enrolled in advanced courses,

But we didn’t know how to eat together.

Of course there were exceptions,

And we had friends of different races.

At the end of the day,

I wish I could say

This was in 1950.

But it was in 2005.

Can we talk of progress when we still sit at separate tables?

I wish I could go back in time,

And push all the cafeteria tables into

One table united.

Until the day comes when we can all sit down together,

We must stand up

And refuse to say,

“Everything is OK.”


“I wrote this poem in response to all the news coverage about race relations in the U.S. Although we often talk about the progress our country has made on the road to equality, I think there’s still much more work to be done,” said Carolyn.

Read her poem and the rest of the column on