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March 26, 2019
April 4th Preview: Launching the Cannabis Industry with Francy Wade, Chatter Boss Communications
In Cannabis, Chapter Events, Crisis, Entrepreneur, Fast Five, Government, Media Relations, PRSA Member Feed, Public Affairs, Thought Leaders, Uncategorized onFrancy Wade owns Chatter Boss Communications, a boutique communications consultancy with clients in both the private, public and non-profit sectors. Some of her recent work been has been on behalf of new cannabis companies, including one of the state’s licensed dispensary pioneers, Cultivate and cbd store wicker park. Her career is a convergence of public relations, research, politics and news experience. She recently sat down with Loring Barnes to chat about the unique experiences of launching Massachusetts into the new world of legalized marijuana.
Has serving clients in the marijuana sector in any way inhibited your PR consulting practice?
When I started Chatter Boss a little over a year ago, I had no idea how large the market was for what I was selling: High-touch, high-energy, low-process PR. I love to tell great stories to the right journalists and audiences and not get bogged down in process. I am so blessed that I’ve had an over abundance of clients retain me over over the past 15 months. Usually, my clients and prospects love to see the crazy mix of subject areas I work in. From higher education and education equity to healthcare, fashion technology and marijuana, it has been a wild ride.
I did, however, lose one piece of new business because of my work in the marijuana space. It was a controversial development project and the company CEO was staunchly against legal cannabis and you can click this link now to learn more about it. I am absolutely respectful of people’s opinions as suggested here as it was quite helpful for cancer patients and understood his perspective. But, before I walked away, I did want to make sure this individual knew I am the ultimate professional and one client’s point of view never impacts another’s.
Marijuana isn’t legal nationwide, which has resulted in a prohibition or high restriction of social media usage by dispensaries and cultivation facilities. It’s almost a throwback to our pre-social communications era. How have you helped your cannabis clients to maintain a brand voice as more of these licensed companies have had to launch while being handcuffed in their use of social media?
I like to use social media as a storyline with media pitching for my marijuana clients. In the days after legalization in Massachusetts, all of my clients’ social accounts were shut down. On the surface, it might seem debilitating, but not for me. Facebook, which owns Instagram, never gave an exact reason for the move and I thought that was a GREAT storyline for TV and digital media. You can visit Louisiana Medical Marijuana Doctors website to know more about it. Interestingly enough, just last week, Facebook announced it was easing its ban on marijuana content, which provided a great pitch point for some stories you’ll see appear very soon. I’m such a tease!
You’re a parent and travel in other business and community circles. And you aren’t a pot user. Do you find that when people know that as a PR professional, you are a communications counselor to cannabis companies like Cultivate and Sira, that conversations abruptly shift from scouts and soccer to the curiosities of marijuana, and how do you navigate this?
I do a lot of work in my children’s schools and I am even a catechist for the kindergarten students at my church. So when it comes up that I also happen to work in the marijuana space, people’s jaws hit the floor. I’ve been a goody-goody my whole life, so having a shock factor in my mid-thirties is kind of fun!
I started out my career as a journalist, so I pride myself on always seeing things from all sides. Before talking about any of my clients, I tend to allow people to tell me how they feel about the industry instead of voicing any opinions. It makes people feel at ease with the subject. If people do have a differing opinion, I tend to share some stories that opened my eyes to the benefits of cannabis as a medicine for veterans. Then let the conversation transfer to the trouble with the illicit market and how many jobs and how much revenue we will get from the legal industry.
What do you read to keep on top of cannabis business trends, innovators and subject experts? How would you advise someone to steer clear of disinformation?
I have to say, my clients are the best source of information for me. They have a way of explaining nuanced regulations and trends better than anyone. I feel lucky to work with such smart innovators like Sam Barber of Cultivate and Mike Dundas of Sira. I tend to use them to help journalists understand the stories they are writing, even if they aren’t going to be quoted. The way I see it, we are all building this industry together. Storytelling and the reporting being done will help us document this for the history books in the future, so it is critical we get this right.
I really like the reporting the Boston Globe has done and the way they have dedicated reporters to this beat exclusively. I had a meeting with some of their staff, including Linda Henry, last year and encouraged them to create and entire Cannabis section of the paper. Similar to the Travel or Arts. It is complex, not only as a political and social issue, but the industry involves banking, scientific and marketing aspects too. It needs to be treated as the unique behemoth subject that it is.
You’ve had your consultancy, Chatter Boss Communications, for just over a year, after working in respected PR agencies, political campaigns and television news. Did opportunity create the impetus to strike out on your own, or did you decide to take the plunge and hope that the clients would follow? How has life as a solo practitioner surprised or rewarded you, and how would you counsel others who are considering to follow suit to think through this decision?
I have three children, a 13-year-old stepdaughter, a 5-year-old son and 4-year-old son. When I started taking care of my daughter when she was a toddler, I realized how fast time flies. After having my oldest son, I made a very easy decision to not go back to an agency. Instead, I networked my way into having a few clients and projects that kept me in the game. After my second son, I was approached to more formally work with a political polling firm and got involved with the campaign to regulate, tax and legalize marijuana. When the campaign came to a close, I had a series of fun lunch meetings with former colleagues and friends who kept asking me if they could get me to tell their stories and I gave birth to my fourth child which is Chatter Boss.
I was meant to be an entrepreneur. It’s in my DNA. My dad owns his own business and he, like me, does some of his best work from places other than a desk and office. My mom, a teacher, stayed home with me until I was in high school, before going back to work and getting her masters. I am trying to take a page from both of my amazing parents and be the best mother and businesswoman I can be. None of this would be possible without my husband’s support. He is, by far, the most talented storyteller I’ve ever met. We don’t have a nanny or full-time help. We work as a team to make sure we are at the top of our parenting and professional games at all times.
I don’t think agency life is for everyone and I certainly don’t think the solo practitioner road is one that most people find attractive. It is uncertain, exhausting but ultimately exhilarating. I’ve been called naturally caffeinated, which is the highest compliment, and what I think has been the secret to my success in this most recent chapter of my communications career.
Meet Francy Wade on Thursday, April 4th (@chatterbosscomm) and hear about the landmines and victories on the cannabis industry’s journey in Massachusetts. She joins an A-lister panel of marijuana business experts and policy influencers. The lively discussion will be lead by Jess Bartlett (@BOSBIZJess), veteran cannabis and craft beer beat journalist for the Boston Business Journal. Click on this LINK to get your ticket. Special rates for students, young professionals and members.
**With special thanks to our generous hosts, Zazil Media Group (@zazilmediagroup). A donation from the event will be made to the Massachusetts Patient Advocacy Alliance.
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November 13, 2017
Fast Five: with Richard Chacón, Executive Director of News Content, WBUR, Boston
As executive director of news content for WBUR, Richard Chacón oversees all aspects of local radio and digital news content for WBUR, Boston’s leading public radio station.
Richard’s career includes more than 20 years of experience in print and broadcast journalism, public affairs, politics and government. As a journalist, Richard has worked at The Boston Globe, where he covered Boston City Hall and higher education and was the Latin America bureau chief, based in Mexico City. He also served as deputy foreign affairs editor and as ombudsman. In addition, he has worked at New York Newsday, WCVB-TV in Boston and KTSM in his native El Paso, Texas.
Beyond journalism, Richard also served as director of communications for Deval Patrick’s gubernatorial campaign in Massachusetts, and later served in the governor’s office as director of policy and then as executive director of the Massachusetts Office for Refugees and Immigrants. He also served as a speechwriter in the New York City mayor’s office under David Dinkins and later as deputy media director for the 1992 Democratic National Convention in New York City.
We caught up with Richard prior to the 2017 PRSA Boston Annual Meeting where he is scheduled to give the keynote address. We asked him about the future of news and how media platforms like WBUR are evolving.
What led you to become a journalist and why did you decide to join WBUR?
Endless curiosity – about how things happen, why and about the people involved. I’ve had this curiosity ever since I was a young boy growing up in the desert in El Paso, TX. My very first job was as a newspaper delivery boy. I have done delivering almost all of the major news including the News Weekly USA news. I’ve been blessed to have had some wonderful experiences in print, broadcast and multimedia newsrooms and working with some talented colleagues along the way. I’m especially pleased and proud to help lead one of the biggest and best newsrooms in public radio. As WBUR grows and becomes more of a primary source of news and information – especially during this transformational time in Boston’s history – we have an opportunity and obligation to help lead the public dialogue on many important issues in our community.
Will presenting news to audiences continue to evolve or change in 2018? If so, how?
Newsrooms across Boston and the country are in the midst of rethinking and redefining how they collect and deliver the news – that includes WBUR. We know that over half of our audience experiences our multimedia content through mobile devices, so our content must be mobile friendly. Visual presentations of content – videos, photos, data visualization – are growing in importance for stories, especially those that are shared through social media channels. Although terrestrial radio continues to reach our largest audience, on-demand listening – whether through podcasts or streaming – is growing in popularity for our audience, especially younger listeners and readers. But even amid all of these changes, it is important that we always remain committed to the traditional values of fair, aggressive and transparent journalism.
PR people continue to see the lines are blurring between advertising and editorial. Is this impacting how you and your team at WBUR report news? If so, how?
News organizations are also constantly looking for new business and financial models to help sustain the journalism. Increasingly, we’re seeing the development of “sponsored content” which can sometimes look, walk and quack like newsroom editorial content. As a former ombudsman for the Boston Globe, I think it’s very important that news organizations are both very careful and very clear with audiences about what is advertising and what is news coverage. So far, I believe most organizations – including WBUR – has maintained that line between advertising and editorial but it’s an evolving and ongoing discussions (and debates) that we have on these issues.
Why was it important to develop online niche sites, such as the ARTery and Edify, or podcasts such as Modern Love?
As WBUR continues to grow as a multimedia destination for news and spoken-word content, we are constantly experimenting with new forms of presentations and platforms. We have national programs that reach millions of listeners across the United States; and we have sound-rich podcasts that share peoples’ personal stories and perspectives. In our local newsroom, we’ve developed a number of multimedia content “verticals” as a way to chronicle many of the dynamic sectors that are part of our knowledge-based economy around Boston. We’re building teams of journalists to bring WBUR’s high-quality storytelling to these sectors: “BostonomiX is how we cover tech and innovation; “CommonHealth” covers health and science; The ARTery is how we capture our increasingly diverse arts and culture scene; “Edify” is how we cover the many facets of teaching, learning and education. The great news is we are developing new ones for 2018!
Why is hosting events important to WBUR? How will this continue to evolve in 2018?
WBUR believes it has both an opportunity and responsibility to lead the public conversations on important topics with newsmakers, thought leaders, idea makers and diverse members of our communities. That’s already what we do every day on air and online. We do it through our selection of news stories and topics, our regular use of polling to key issues like the opioid crisis or climate change, and through our growing use of social media and crowd-sourcing. Convening more public events is a natural extension of our role as a public institution. We regularly host public events at WBUR that include many of our journalists. We also sponsor and produce dozens of other events all over the region because we believe strongly in our role of gathering communities together for thoughtful discussion. Sometimes these events can be a source of revenue for us, but more importantly, it’s an opportunity to constantly cultivate and grow our public media audience. There will be some more exciting news on this front also in 2018!
Do you have a candidate for a FAST FIVE interview? Email Joshua Milne at josh@joshuamilnepr.com and pitch your expert!
Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or board of directors of either organization.
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June 9, 2016
FAST 5: Q&A with Corning Place Communications Managing Director and Executive Vice President, Paul W. Larrabee, APR: Five Things to Know About Integrating Strategic Communications and Advocacy Campaigns
In Public Affairs onThere has been significant debate in New York lately about the blurred lines that exist when the power of public relations and government affairs are combined to create an integrated strategic campaign. As a result media relations specialists, political consultants and multi-tool lobbyists are all playing on the same field and intensified the spotlight on the public relations pro.
We sat down this week with Paul Larrabee, APR, Corning Place Communications Managing Director and Executive Vice President, to learn more about integrating strategic communications and advocacy campaigns.
- What is public affairs?
In state capitals from Albany to Sacramento, legislative bodies pass budgets and laws that have serious consequences for groups ranging big banks and insurance companies to not-for-profits and trade associations, and everything in between. These organizations frequently require the benefits of a campaign to elevate profile and identity, usually through the media and ultimately that touches legislators who will be ask to vote yea; or nay. The method of influencing these audiences and how it relates to government action is public affairs.
- How is public affairs different from public relations?
Public affairs and public relations are close tactical cousins – in essence two branches of the same strategic tree. Both employ similar tactics like using earned media to advance a point of view, or employing social media to rally support for a cause and engage an audience.
However one of the biggest differences is the element of time and the limitations of space. If you’re trying to help a client get a bill passed (or defeated), and the legislature is due to adjourn you must act decisively to meet your objective. Additionally, you’re competing against the merits of thousands of other bills – and the attention of a few coveted journalists dedicated to reporting state government and politics.
- What does an integrated communications and advocacy campaign look like?
An integrated campaign involves aligning a communications strategy with the government affairs staff and the legislative calendar. Corning Place Communications employs a unique branded strategy which it has dubbed: Affirmative, Layered and Sustained messaging.
- What are the components of the Affirmative, Layered and Sustained approach?
It’s something that we came up with to help our clients more easily understand our achievement-oriented method. Affirmative means, say what you’re for; rather than what you’re against. Layered: say it across various platforms including traditional channels, such as print and broadcast outlets, as well as through the geometrically expanding social media community that relies on video content. And, sustained means committing to a message and campaign duration that will put you in a position to achieve your goals.
- How is public affairs changing?
One of the main ways public affairs and public relations are changing is through the continuing downsizing of newsrooms across the country. With fewer reporters, on tighter deadlines, tasked with retaining readers and viewers, there is a trend to publish the entertaining or outrageous, rather than the meaningful. Additionally, journalists are expected to write and file stories – and post social media teasers so quickly that the ability ask the additional question, or expand the complex thought can be is limited. These changes present significant challenges for the way public affairs firms execute campaigns and only agencies that learn to adapt will be able to continue to serve their clients in the future.
Paul has led Corning Place Communications since 2011 following a 22-year career in state government. During that time, Paul served three Governors, an Attorney General and the state Assembly leadership as a senior communications strategist and spokesman. His appointments included positions such as First Deputy Commissioner for the Office of General Services (OGS) and Deputy Press Secretary to the Governor. He holds a bachelor’s degree in Economics from the State University of New York at Albany.
Corning Place Communications is an award-winning full-service strategic communications and public affairs firm based in Albany, NY specializing in developing integrated strategies incorporating media relations, public affairs, strategic planning, social media management, crisis mitigation and organizational development to provide effective, achievement-oriented client services. CPC has been recognized by its peers in the Public Relations Society of America with the Empire Award for Communications Excellence in 2011, 2012 and 2014.
About Fast 5
This is a feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as … winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos
Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at josh@joshuamilnepr.com and pitch your subject expert!
Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or board of directors of either organization.