Emma April Inman, APR
Director, Public Affairs
Cox Communications Virginia
Chesapeake, Virginia
Applying for: At-Large Director
Alternate Position(s):
Biography
COX COMMUNICATIONS VIRGINIA, Chesapeake, VA
Director, Public Affairs (2012-present)
Develop strategic communications plans to support commercial and residential product sales and enhance the company reputation. Provide strategic leadership for all external communications including community outreach, media relations, and crisis and issues management for Virginia’s statewide footprint including markets in Hampton Roads, Northern Virginia and Roanoke. Align regional communications activities with corporate goals and objectives. Lead a team of six public affairs professionals. Lead Cox Virginia’s corporate social responsibility initiatives and the Cox Charities philanthropy. Manage a $3.2 million budget. Co-chaired the Cox Virginia Diversity Council for four years aligning with national diversity goals.
SENTARA HEALTHCARE, Norfolk, VA (2005-2012)
Director, Corporate Communications (2007-2012)
Manager, Corporate Communications (2005-2007)
Direct corporate communications, providing strategic leadership for all internal and external communications for a complex not-for-profit healthcare system operating more than 100 sites of care including 10 acute care hospitals in with 24,000 employees and operating revenue of $5 billion. Develop strategic communications plans to support Sentara products and services and enhance the company reputation. Lead employee and physician communications, media relations, issues and crisis management and merger communications through six mergers. Align field/local communications with corporate goals. Lead a team of eight in Hampton Roads, with matrixed leadership of five team members at field facilities across the state; manage freelancers and PR firm of record. Lead public relations activities for Optima Health, the Sentara health insurance plans, including development of communications strategy for new market and product launches.
THE CITY OF VIRGINIA BEACH, Virginia Beach, VA (1998-2005)
Media and Communications Manager
Serve as senior manager of the Media and Communications division of the City Manager’s Office; develop public communication policy and strategy; provide strategic communications counsel and support to the City Manager, Executive Team, Mayor and City Council and city departments and agencies. Lead public relations, media relations, marketing, and issues and crisis management; align messaging to 6,000 employees; lead division emergency media operations planning; lead four communications professionals.
NORFOLK STATE UNIVERSITY, Norfolk, VA (2002-2003)
Adjunct Assistant Professor of Mass Communications and Journalism
Develop curricula and instruct graduate and undergraduate students in public relations and integrated marketing communications courses at the seventh-largest historically black university in the nation.
PENN STATE COLLEGE OF MEDICINE AT THE MILTON S. HERSHEY MEDICAL CENTER, Hershey, PA (1993 - 1998)
Director of Community Relations, The Penn State Geisinger Health System (1997-98)
Manager of Public Information and Media Relations (1994-97)
Public Relations Coordinator (1993-94)
Develop and implement a strategic community relations and external communications plan for a billion-dollar healthcare system with a service area encompassing two thirds of the state; manage special events, speakers bureau, tour program; support employee communications for the health system and Penn State’s College of Medicine’s 14,000 employees; promote research innovations to local, state and national media; lead employee communications through one of the first mergers in the country of an academic medical center and not-for-profit health system. Lead four professional staff.
YWCA OF GREATER HARRISBURG, Harrisburg, PA (1991-1993)
Community Relations Director (1992-93)
Community Relations Coordinator (1991-92)
Develop and implement a community relations and external communications strategy and serve as lead fundraising/development professional.
DELTA DENTAL OF PENNSYLVANIA, New Cumberland, PA (1990-1991)
Marketing Communications Assistant
Create marketing communications materials and provide support to sales team.
EDUCATION
Temple University
Philadelphia, PA
Master of Journalism (1998)
University of Pittsburgh
Pittsburgh, PA
Bachelor of Arts, Journalism (1989)
Admitted to Kappa Tau Alpha National Honor Society (Journalism) (1989)
CERTIFICATIONS
Accredited in Public Relations (APR), Public Relations Society of America/Universal Accreditation Board (2000)
PRSA Accomplishments
HAMPTON ROADS VIRGINIA CHAPTER, PUBLIC RELATIONS SOCIETY OF AMERICA
Ethics Officer - 2017
Nominating Committee Chair - 2015
Immediate Past President - 2009
President - 2008
President Elect - 2007
Professional Development Committee Board Liaison, 2007
President Elect - 2004
Treasurer - 2003
APR Chair/Co-Chair - 2001- 2002
Diversity Committee Member - 2000
Membership Committee Member - 1999
MID-ATLANTIC DISTRICT
Jobs Task Force, 2014
PUBLIC RELATIONS SOCIETY OF AMERICA - NATIONAL COMMITTEES
Diversity Committee Member - 2005
Diversity Board Member - 2002
Governance Skills
In addition to having served previously during two separate time frames in various roles on the board of the Hampton Roads Chapter of PRSA including as president in 2008, I currently serve on the boards of directors of Tidewater Arts Outreach, the Virginia Alliance for Boys & Girls Clubs and the Norfolk Division of the Hampton Roads Chamber of Commerce.
In each of these director roles, I am responsible for governance for the organizations I serve, including providing strategic direction, monitoring organizational effectiveness, policy development and oversight, fiscal supervision, determining critical priorities and monitoring metrics to ensure that the organizations are fiscally sound, and are effectively fulfilling their missions.
I have experience supporting the development of strategic plans and succession plans, setting and monitoring budgets and oversight to ensure the careful use of all organizational assets -- including finances, staff and volunteers and the community reputation and goodwill built by the organizations. I am skilled at providing oversight in a manner that advances the organizations’ sustainability and effectiveness, in accordance with legal and ethical practices.
Additionally, as a member of the Virginia Alliance for Boys & Girls Clubs and TAO, I have approved consulting agreements to hire alliance managers to provide grant administration and management services as well as lobbyists and marketing and communications consultants to support the achievement of the strategic goals of the organizations.
I am actively involved in evaluating organizational effectiveness based on metrics tied to the organizational mission, evaluating the performance of the executive director, and serving as a passionate advocate for those organizations.
At all times, I collaborate with fellow leaders, remain open to differing viewpoints, treat others with respect, even if I'm disagreeing with their position, all the while working to build consensus to best serve the organization.
Leadership Skills
For the past 25 years, I have led communication teams which have supported my organizations in achieving their business goals. I have led internal and external communications through seven mergers/acquisitions, have led issues and crisis management strategy and execution, have led PR planning to support marketing and sales goals, community relations strategy development, and have supported government affairs/advocacy initiatives, ensuring the effective communication of organizational messaging to achieve goals.
In my current role, I lead public affairs for Cox Communications Virginia’s statewide operation, serving as the senior public affairs executive developing communications strategy aligned with corporate strategy and goals, setting annual goals, measuring success, and reporting on ROI.
I have held board leadership roles for more than a decade where I help to set strategic and public policy direction, and ensure that the organizations I serve can thrive and grow. I have served on my local PRSA Chapter board twice, including officer roles and President, and currently serve as Ethics Officer.
Leadership is a critical competency in serving the preeminent society representing the public relations industry. Our industry is rapidly changing and the Society requires strong leadership to continue to drive the organization boldly forward, supporting our members and partners, developing a strong pipeline of future practitioners and advocating for the ethical practice of public relations.
Elevating knowledge through thought leadership, ensuring that future generations of practitioners continue to elevate their work through rigid adherence to a strong Code of Ethics, focusing on diversity and ensuring that PRSA reflects the diversity of our society at large, and strong advocacy can only be achieved through effective leadership by those who are willing to be risk takers, bold thinkers, and will hold true to everything that PRSA stands for as we build for the future.
Strengths
I am a strong leader, collaborator, problem-solver, relationship builder and strategic thinker. I have in-depth knowledge of the public relations profession gained through 27 years of progressively responsible roles in sectors including telecommunications, healthcare, municipal government and non-profit. During my career, I have led internal and external communications functions, and have deep experience in issues and crisis management, strategic partnerships, and all aspects of public, media and community relations strategic planning and execution to meet business goals.
I am creative, mission focused and a consensus-builder with excellent facilitation skills.
I have leadership experience serving on boards and understand the difference between governance and operational responsibilities. I am confident in my ability to make difficult decisions when necessary to benefit the organization.
I have mentored nearly a dozen young professionals; I have taught public relations to graduate and undergraduate students.
I am committed to diversity and ensuring that PRSA represents the diversity in our society as a whole. I have experience leading my organization’s Diversity Council, and exceeding diversity goals aligned with corporate goals around four pillars: people, suppliers, community and customers.
Last year, I successfully completed the United Way of South Hampton Roads’ Project Inclusion 12-week Board Governance Training workshop, serving as the Project Inclusion Class of 2016 President. In 2015, I completed the NAMIC (National Association of Multi-Ethnicity in Communications) Leadership Seminar. I have both formal training and practical experience in board governance.
The competency that I believe is the greatest, however, is that I am a passionate advocate for the profession. Through the ethical practice of public relations, our work can change the world. And, it’s up to committed leaders to provide thought leadership, to ensure PRSA’s sustainability, and to build a strong and unbreakable pipeline of practitioners to lead for decades to come.
Volunteer Commitment
I am a person of integrity who honors my word. If I make a commitment to a cause, an organization, an extra assignment at work, I do so thoughtfully and meet the obligations. I do not drop the ball on volunteer or work assignments.
As a high profile member of my community, I am often sought after to serve on boards and committees. I have learned to say no.
When I make a commitment, such as this volunteer commitment to PRSA, I do so with the understanding that it will at times necessitate juggling professional and personal responsibilities in order to meet the demands of the role. I also do so because I am passionate about the organization, its vision and mission, and believe that I have the capacity and ability to serve and contribute. I am 100% committed to PRSA and have demonstrated that commitment through my service on the local chapter and on national committees, and will do so if selected to serve on the national board.
Position Statement #1
Prompt: The lines continue to blur among the disciplines of public relations, marketing, IT and customer service, and the need increases to create more collaborative teams and hybrid professionals. PRSA has continued to evolve and respond to these issues in support of our members, partners and colleagues. What do you believe are the strongest components of PRSA’s strategic plan that will help our members address these challenges, and how will PRSA remain relevant and sustainable for the future?
We are experiencing a time of tremendous excitement and opportunity within our profession. The blurring of these lines represent an opportunity for public relations to play an even stronger role in brand and reputation management than we have ever before.
We play a critical role in leveraging public relations expertise working on collaborative teams to help our organizations ensure that we are fulfilling our brand promises to our customers, addressing any gaps between promise and execution, and aligning communications to effectively manage our reputation. We are story tellers, narrative shapers and content creators with expertise in behavioral science who can assess opportunities for digital communications and IT infrastructure to address business needs, solve business problems and meet business goals.
The strongest components of the 2017-2019 strategic plan which address these areas are:
1) PRSA's work enhancing professional growth and continuing on our journey to provide lifelong learning opportunities through partnerships with multidisciplinary organizations to provide cross training for PRSA members. Continuing to focus on lifelong learning opportunities that help members to elevate their careers through all stages of their careers is essential for the growth and sustainability of PRSA. It drives continued value to our members and partners, and it drives the value of the profession and professional within the business world.
2) PRSA;s work to elevate thought leadership... Elevating thought through thought leadership moves PRSA forward, positioning members as leaders not only with strategic thinking and execution skills, but with broad business literacy who understand the complexities inherent in business today and who are creative, problem-solvers collaborating to deliver solutions regardless of which discipline on paper "owns" the problem. Thought leadership and best practices in the new world of communications and the visibility derived from those endeavors will help to ensure that PRSA remains relevant.
I am also a strong believer that PRSA's focus on ethics and continuing to ensure that the Society is diverse are critical elements in our framework for the future. The Society plays a vital role in not only providing relevant professional development opportunities, but in connecting members, partners and colleagues for collaboration with one another, sharing best practices and sharing their expertise. Diversity of thought and experience makes us stronger.
Finally, our refined mission statement really says it all: PRSA makes communications professionals smarter, better prepared and more connected through all stages of their career.
Position Statement # 2
Prompt: PRSA has become more complex and diverse in recent years. While the Society must become nimbler, we also are cognizant that we must help prepare our members to meet tomorrow’s challenges as leaders at every level. The role of the communications professional will continue to evolve, and PRSA will anticipate future trends, and support our members at every stage of their career. As a member of PRSA’s national board, what do you see as your role in contributing to helping our membership meet tomorrow’s challenges as leaders?
One of the most critical roles and responsibilities of any director on any board is to provide resources and knowledge to guide the organization. This is certainly true for PRSA.
As a member of the national board, I believe that one of my critical roles is effectively using my expertise to govern the organization to ensure that PRSA has the resources it needs to fulfill its mission of making communications professionals smarter, better prepared and more connected through all stages of their career.
I can help to ensure that PRSA continues to grow and sustain a community of professionals with diverse and varied backgrounds and experiences who can connect with one another, freely exchange knowledge, ideas, and fact-based information to help each other reach their full potential as leaders. I will do this by lending my governance and leadership expertise as well as deep knowledge of the profession.
It’s essential that PRSA continue to offer cutting edge tools for our sections, chapters and districts to attract and retain members of various career levels, and facilitate the ability of those members to mentor and support each other. What an incredible opportunity to be a part of the process that supports our members in gaining the skills and confidence they need to succeed.
As a seasoned PR practitioner, I have taught undergraduate and graduate students. I have mentored nearly a dozen young professionals, taking an active role in supporting this next generation of PR leaders, and I have been a passionate advocate for the profession.
Those personal strengths when combined with the strengths of other PRSA leaders can be leveraged to drive the Society boldly forward.. I am as excited about the opportunity to use my skills and talent to help to move the Society forward, as I am about the potential of growing my own knowledge through continued service to MY Public Relations Society of America.
Emma April Inman, APR
Category
At-Large Director