January 23, 2017
Who is Dan Dent?
My story began in Chicago, where I grew up, enjoyed life as a Cubs-Bears-Bulls fan, married my lovely wife, Sarah, and then started my career in PR. Now I’m in Boston, with a family of five, loads of experience in B2B technology PR, including two stints on my own, and a great year ahead of me as president of PRSA Boston. When I’m not running the occasional half marathon, I ply my trade at Draper, surely one of the grandees of the technology and engineering industry in Cambridge, or anywhere.
You’ve been a PRSA member since 1996 and a board member since 2010. What is your focus for 2017?
PRSA is unlike any other professional organization in that we are all about the member experience at every stage, and that goes for college students through career professionals to retirees. Even well intentioned professional societies find themselves serving the large middle of their membership, and undeserving so many others. PRSA is different in that we see value in connecting people at every stage. My focus for 2017 will be along those lines: celebrating and enhancing the member experience.
Why are you involved in PRSA and what has it meant for your career?
In my career, I’ve had the privilege of working in PR agencies, corporations, non-profits and on my own. At every turn, PRSA was there when I needed a resource or smart colleague to help me set my course. At the end of the day, we are all in a client service business, and that means you need great ideas, great execution and great relationship building skills. I’ve learned all those things at PRSA.
What is your recommendations for those considering PRSA membership?
Start with meeting our members. There’s quite a variety, and a million reasons people join PRSA. Some come for the networking, others for professional development, and still others want to explore career options with a trusted community. Over the years, I’ve received job leads, new business leads, advice about client management and creative programs. You can attend a PRSA meeting even if you aren’t a member – that’s a great way to start.
When you’re not involved with PRSA Boston or doing your full-time PR gig, what do you do?
I’m a coach for girls lacrosse, a board member for our town lacrosse team, an active member and communications contributor at our church, and the go-to guy for all things related to our golden retriever, Maisy.
Tell us something not many people know about you (Don’t worry, we’ll keep it a secret?)
I once spent a season backpacking alone in Europe, where I discovered you can live on very little money, very few clothes and scant local knowledge as long as you can build rapport with strangers and make them your friends.
June 15, 2016
First Speech in Boston Since GE Relocated
PRSA Boston chose the PRXNE16 Northeast District Conference to announce that GE’s Chief Communications Officer Deirdre Latour will be the keynote on Nov. 9, 2016 at the organization’s 66th Annual Meeting, themed ‘Communications for Innovation.’ The relocation of GE’s World Corporate Headquarters to Boston’s Seaport District is the year’s biggest business story for Massachusetts, with implications to public relations professionals from higher education, STEM and technology development, chamber and civic groups, infrastructure and commercial construction.
“GE’s new leadership footprint is emblematic in how public relations advances the innovation economy, said PRSA Boston President Loring Barnes, APR. “To have the lead communications architect Deirdre Latour share how GE is collaborating with start-ups and stalwart brands will be both timely and insightful. This will be her first speech in Boston since GE relocated and we are thrilled.”
Latour’s career journey from agency giant Edelman to GE underscores the range of professional opportunities that the corporate and agency duality allows. She is a member of the Arthur W. Page Society and has been recognized by PR Week and PR News.
“GE is grateful for the enthusiastic reception we’ve received from the Massachusetts business community and legislative delegation,” said Latour, who will be returning to her home state. “As we move our headquarters, we understand how essential communications is to connecting with the Boston community.”
GE’s decision to centralize its global headquarters in the burgeoning Seaport District has turbocharged Boston’s-related building, public works and highway construction. Latour will speak about how ‘adaptive communications’ is essential for innovation industries to accelerate business plans.
GE (NYSE:GE) is the world’s Digital Industrial Company, transforming industry with software-defined machines and solutions that are connected, responsive and predictive. GE is organized around a global exchange of knowledge, the “GE Store,” through which each business shares and accesses the same technology, markets, structure and intellect. Each invention further fuels innovation and application across our industrial sectors. With people, services, technology and scale, GE delivers better outcomes for customers by speaking the language of industry.
About Deirdre Latour, CCO GE (@deirdrelatour)
Latour leads the company’s global communications functions, shaping the company’s culture and supports its business growth worldwide. She has worked for GE for over twelve years, having made the shift from respected PR firm Edelman. She is an alumna of College of the Holy Cross and member of the Arthur W. Page Society, a community of senior and chief communications officers, PR agency CEOs and academics.
The 66-year Boston Chapter of the Public Relations Society of America (registered 501c6) connects members to the world’s largest association for public relations professionals. PRSA Boston offers year-round thought leadership, Accreditation certification (APR), educational content and networking programs, which this year included hosting the PRXNE16 Northeast District Conference. PRSA Boston will host the PRSA 2017 International Conference in October 2017.
June 3, 2016
Keith Green, APR (@KeithsTweets) is relatively new to his job as VP of Marketing & Commercial Sales at Guinness World Records (@GWR) but that hasn’t stopped him from directing the company’s efforts to jump in feet-first and become involved with PRSA.
His background in entertainment and events seems to be a perfect match working for one of the world’s most fun and recognizable brands. He spent six years in the NBA for the Philadelphia 76ers, nine years in the NASCAR field as the Director of Public Relations for two different racetracks and eight years for Synergy, an award-winning events agency in New Jersey. Keith’s experience also includes several adjunct faculty positions, where he’s shared his sports marketing and PR experience with undergraduate and graduate students.
We caught up with Keith in advance of PRXNE16, PRSA Northeast District Conference, where Guinness World Records will the Platinum Sponsor.
Q: Your involvement with PRSA has spanned quite a few years. Tell us about your experience with the organization.
I’m a big believer in PRSA. Membership is a great way to interact with like-minded people and learn from the best in the PR business. My career has advanced and my network has grown because of the local chapter events and the international conferences I’ve attended over the years. While it’s like most anything else- you get what you give- (Keith served on the PRSA-NY board for three years and received his APR certification four years ago) PRSA is a terrific organization and I’m bullish on its growth.
Q: Most everyone knows Guinness World Records through the book. What can you share about your role?
A: For our U.S. office (headquarters are in London, with offices in Japan, China and Dubai) I oversee our book marketing initiatives, as well as our commercial sales efforts. Our book, which is still a best-seller, launches every September (although it will be August 30 this year), and our marketing efforts are geared toward the readers (the kids) and those who buy it for them or influence them-teachers, moms and grandmothers. Although the 2017 book will be our 61st edition, the commercial side of our business is relatively new. Companies of all types work with us to have a judge oversee a record attempt and use our logo to pre-promote the attempt, post-event if the attempt is successful, as well as in promotional videos. Although our business is more than six decades old, we continue to evolve, which is extremely exciting.
Q: You started at Guinness World Records about seven months ago. Why do you think it’s a good fit to be involved with PRSA and why are you doing it so quickly?
A: Relationships are important to me. I know the organization and people well, so that’s critical. Because of those factors, I know that when we attend and activate at a conference that we will have the opportunity to show our creativity and add value for the attendees. Working with PRSA also gives us the opportunity to connect with our various target audiences-those PR and marketing pros who work at agencies, brands, non-profits and educational institutions. That’s the beauty of record breaking- it works for just about any kind of business.
Q: How do your marketing and PR teams work together?
A: Nearly every day, a cool record is being broken somewhere across the globe. Since our PR team oversees our digital efforts, it’s critical that we communicate about what’s happening and how we can leverage some of those record attempts in a timely fashion from a marketing perspective. A great, recent example is Dude Perfect, which broke a series of amazing basketball records last month. The content and resulting video were amazing, and it helps us tell a story to an audience we might not reach as easily.
We also work together on two major events throughout the year- our Book Launch event in the late summer (August 30 this year) and Guinness World Records Day-where we encourage people all over the world to break records- on November 10.
Q: You’ve taught marketing and PR at a few universities. What would you tell someone graduating from college or a recent grad about breaking into the PR field?
A: I always tell my students, “If you can write well, you are ahead of 90% of the people in the workforce.” It doesn’t matter if you are writing an email to a client, a speech for the president of your company, a blog post or a concise Tweet, writing is still a fundamental skill that many people lack. I believe social media and texting have further eroded that skill for many of us, not just the younger generations.
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 on the fly! 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
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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.