COVID-19: Marvin Stockwell: St. Jude Children’s Research Hospital [Podcast]

COVID-19: Marvin Stockwell: St. Jude Children’s Research Hospital [Podcast]

by | Mar 6, 2020 | Podcast, Public Relations

Coronavirus PR Management & Insights into Science PR

A Special Episode with Marvin Stockwell, St. Jude Children’s Research Hospital

Only another PR person would drop what they are doing to help other PR people during what must be a very busy time. That’s why I love our community of giving, helpful PR friends around the globe. Today I got on the phone with Marvin Stockwell, Director of Media Relations at St. Jude Children’s Research Hospital.

You might remember him from my PRSA ICON episode where I recapped a few of the sessions in a series of mini interviews. In his portion, Marvin recounted his experience participating in Pitch Tank, the PR person’s version of Shark Tank, where he pitched three PR ideas to a panel of media judges to land on St. Jude’s new nuclear magnetic resonance spectrometer as the winning PR idea.  

 

Managing Covid-19 PR

But before catching up with him on how his spectrometer pitching has been going, we handled the most important order of business for many PR people: management of coronavirus communications — whether that is handling unwanted media inquiries around the topic or leveraging the illness as a proactive PR opportunity. 

After giving an update on what’s happening within his media markets with Covid-19, Marvin filled us in on how his team is approaching the epidemic and offers advice for PR professionals. For those of us who fall under the eager, maximizer category, Marvin’s advice may take you by surprise. You may have to operate out of your comfort zone and slooooow way down.

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Science PR’s Special Nuances 

We then segwayed into the general topic of science PR. Along with being a hospital helping countless children and families, St. Jude is a research institution that pushes out tons of fascinating findings and data.

Marvin discussed the challenges of positioning scientific research, seemingly only meant for the trades, to mainstream consumer press — offering key advice on how to go about it. We touched on how science can get lost behind the more compelling fundraising messaging, including how and why to get around this. We also learned how his team uncovers the wealth of information from his researchers and faculty, managing information-overload with a media relations department structured into “beats” the same way journalists are organized.

Overall, it appears that we truly are in the “long game” when it comes to science PR, with the discoveries of today possibly curing illnesses years, maybe decades, into the future. That’s why keeping our eye on news coming out of St. Jude years down the road will be facincating.

About the guest: Marvin Stockwell

As the director of media relations at St. Jude’s Children Research Hospital, Marvin Stockwell is at his best when making a case for causes he believes in and collaborating with others in his beloved hometown of Memphis, Tennessee.

Connect and follow Marvin on social media:

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Engage Preview with Wil Reynolds, Seer Interactive [Podcast]

Engage Preview with Wil Reynolds, Seer Interactive [Podcast]

by | Mar 4, 2020 | Digital Marketing, Industry News, Podcast, Public Relations, SEO

Engage Preview: Wil Reynolds and the Power of Data

If you’ve ever attended Portland’s Engage Conference (formerly Searchfest), you’ve probably seen Wil Reynolds speak. He’s a long-term Engage presenter, as well as the founder and director of strategy for Seer Interactive in Philadelphia.

With Engage right around the corner, PR Talk host Amy Rosenberg talked with Wil for a preview of his upcoming presentation and for a discussion about how data will change marketing forever. If you haven’t purchased your Engage tickets yet, there’s time. During the conference, you’ll join the area’s search and marketing all-stars for two full days of learning at Portland’s Sentinel Hotel, March 12th & 13th!

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An Unexpected Career

Wil began his interview by referring to himself as a heads-down worker who’s not much into personal branding. However, this humbleness disguises his tremendous success. Seer Interactive, which Wil founded in 2002, is a search, social and analytics agency employing more than 200 people in Philadelphia and San Diego.

Wil never wanted to work in marketing or build a business. Instead, he went to school to be a teacher. When he started his professional career in 1999, times were tough. Wil spent 18 months knocking on doors before finally landing a job. A few years later, Wil’s manager at another firm declined his request to work through lunch so he could leave early for a volunteer opportunity. He quit soon after and started his own company. For Wil, entrepreneurship was a necessity rather than a goal.

These days, Wil’s immersed in data — specifically paid search data — which in Wil’s mind holds the key to so many business answers.

“When you understand that somebody’s looking for an answer, I think it’s a really cool job to figure out how to answer their question,” he said.

Taking Data Away From Search People

In what has become something of a controversial opinion, Wil believes the biggest problem with search data is that it got in the hands of search people. He thinks of Google as an “intent engine,” which contains customer insight that can help businesses build new products, better understand customer experience and so much more. As a result, this data belongs in the hands of key decision-makers at the center of a business. Unfortunately, most people don’t know how to extract meaningful data from all the digital noise. This is where Wil comes in.

By focusing on bringing meaningful data into one place, Wil’s team can answer client questions with speed and accuracy. “I thought I knew things before I got good at data,” Wil says. Most marketers fall back on their limited experience or best practices when making recommendations to their clients. While these recommendations may be correct most of the time, they will always lead a certain number of clients down the wrong path. Wil’s approach is different. By using good data that’s easily accessible, his team makes fewer wrong guesses and delivers better results for his clients in the process.

 

Data is the Future of Marketing

As Wil sees it, data mastery represents the future of marketing. “We like to build the engine that creates tentacles that other types of marketing can take advantage of if they’re willing to invite us in,” he says. Wil plans to expand on this theme during his presentation at Engage, where he’ll talk about how to use massive amounts of data at scale to better optimize all parts of your business.

This topic is especially critical for CMOs, who, as a group, are under attack right now. CMOs, in general, are not good at data and not good at answering questions the way CFOs are. This disconnect creates the impression that CMOs don’t bring the same value that other c-suite members do. This is also why CMOs are paid less than other c-suiters and are usually the first to go during restructuring.

When asked how Engage SEO and SEM attendees will react to his view that they shouldn’t own search data, Wil acknowledges the tension. He understands that his message is sometimes controversial because it invalidates the thing that makes search marketing pros feel valuable. But, in his view, this approach is all about improvement.

“I hope I put things to people in a way that makes them think a little bit differently, and that thinking leads to eventual change in terms of the work we do every day for our clients.”

Purchase Your Engage Tickets Today 

Listen to the entire episode to hear more from Wil Reynolds — including why he can’t wait for the next recession. Wil will also be giving the morning keynote presentation during the second day of the Engage Marketing Conference at Portland’s Sentinel Hotel. So purchase your tickets today. 

As always, if you’d like to stay up-to-date with all the latest in PR, subscribe to the PR Talk Podcast on iTunes, Stitcher, Google Play and Spotify.

About the guest: Wil Reynolds

Wil started Seer Interactive in 2002 as a one-man operation out of his living room. Today, Seer is home to over 200 employees across Philadelphia and San Diego. In his free time, Wil hangs out with his wife Nora, sons Rio and Niko and pup Coltrane. He also serves Philadelphia’s homeless and runaway youth at Covenant House, where he participates in a yearly sleep out.

Connect and follow Wil on social media:

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

PRSA ICON: Adam Ritchie, Elizabeth Edwards & Marvin Stockwell [Podcast]

PRSA ICON: Adam Ritchie, Elizabeth Edwards & Marvin Stockwell [Podcast]

by | Feb 20, 2020 | Podcast, Public Relations

Three Voices from PRSA ICON 2019

Earlier this fall, PR Talk Podcast host Amy Rosenberg attended the PRSA International Conference (ICON) in San Diego, California. In addition to learning new tips and techniques her team is already putting into practice for Veracity’s clients, Amy had the opportunity to sit down with three conference presenters to hear their perspective on the PR profession. 

We’re releasing this episode now, because, on March 1st, there will be a $300 price increase for tickets to the next ICON event in Nashville, Tennessee on October 25th-27th. So, you should grab your tickets soon!

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Every Campaign is an Opportunity to Write a New Book

First up, you’ll hear Adam Ritchie, owner of Adam Ritchie Brand Direction in Boston, Massachusetts. He essentially reverse-engineers PR to create new products and services. As Adam sees it,

“PR owes it to itself to be more than just a storyteller. PR can also be a creator and an author.”

One of the examples of Adam’s approach that he’s most proud of is The Mom Squad, which he describes as the first team of all-pregnant comic book superheroes. Adam and his team created the campaign to help sell the baby gear brand Summer. 

This interview was short, but Adam’s agreed to come back on the podcast for a more extended discussion about his work — so stay tuned. You may also run into him at ICON 2020 in Nashville.

 

PRs Need to Reclaim their Slice of the Pie

The next interview you’ll hear is with Elizabeth Edwards, founder and president of both 11th Octave and Volume Public Relations in Denver, Colorado. Because clients pay her to deliver effective messaging, Elizabeth spends lots of time researching the science behind how our brains are hard-wired to respond to things. According to Elizabeth, researchers working in neuroscience, behavioral science and cognitive science are making a lot of conclusions about what keeps our attention and what doesn’t. Elizabeth’s team uses these findings

“to focus on learning as much as we can about what translates into high-conversion communication actions.”

In addition to her expertise in behavioral science, Elizabeth also uses technology to improve workflow efficiency and maximize engagement for her final products. Her Tech in PR talk during PRSA ICON was packed, which is strong evidence that most PRs need a lot of help in this area.

Elizabeth notes that in many organizations, PR’s slice of the pie is getting smaller and smaller, and we need to do everything we can to reclaim more of that work. Part of that approach comes through using tools that make PR’s work more impactful. Elizabeth used the example of wave.video, which is an online production tool she uses to turn ordinary press releases into more engaging and shareable videos. In her view, “PR people need to own these interactive engagements.”

During her presentation, Elizabeth also talked extensively about workflow shortcuts that can automate tasks that might ordinarily be done by an assistant or junior-level associate. If you didn’t make it to her talk, you can text volume to 31996 to get her complete Tech Tools eBook. We hope to have Elizabeth back on the podcast to talk more about these topics soon.

 

PR is All About a Good Narrative and the Right People

Amy ends this episode with an interview she conducted over lunch with Marvin Stockwell, director of media relations at St. Jude Children’s Research Hospital in Memphis Tennessee. He participated in the Pitch Tank — similar to the TV show Shark Tank — where participants pitch their media idea to a panel of judges in competition with their peers. 

During the event, Marvin pitched three ideas in ninety seconds to the panel, who then provided their feedback. His pitches included St. Jude’s use of therapy dogs to comfort patients undergoing treatment. The hospital’s international work, which includes curing cancer in Syrian refugee children living in Lebanon. And St. Jude’s recent acquisition of the world’s most powerful nuclear magnetic resonance spectrometer, which will give researchers the tools they need to cure the diseases of tomorrow.

The panelist agreed that while all these pitches are compelling, the new scientific tool offered a unique hook for journalists. One moderator suggested that while the whiz-bang science angle is excellent, audiences (especially in TV) want to see a human-interest element. With that feedback in hand, Marvin is now looking for ways he can tether this story with the good work St. Jude’s is doing every day. 

After participating in Pitch Tank, Marvin believes it’s a fresh take on the usual media panel that provided plenty of useful takeaways for the session’s 150 attendees. 

 

We’ll See You Next Year in Nashville

These brief interviews are just a sample of the expertise on display during these annual PRSA ICON events. If you’d like to attend next year’s conference in Nashville, purchase your tickets before March 1st and save $300. 

As always, you can keep up with the latest in PR by subscribing to the PR Talk Podcast on iTunes, Stitcher, Google Play and Spotify.

About the guest: Adam Ritchie

Adam Ritchie is the owner of Adam Ritchie Brand Direction in Boston, Massachusetts. An award-winning marketer and PR professional, Adam uses PR as an unstoppable source of invention and transformation. He’s also a musician, coast-to-coast walker, downhill skier and craft beer lover.

Connect and follow Adam on social media:

About the guest: Elizabeth Edwards

Elizabeth Edwards is President of Volume PR, a firm with an 18-year, award-winning track record, and 11th Octave, the first integrated communication agency in the U.S. to develop a modern-day communication model based on behavioral science and the psychology of the human mind.

Connect and follow Elizabeth on social media:

About the guest: Marvin Stockwell

As the director of media relations at St. Jude’s Children Research Hospital, Marvin Stockwell is at his best when making a case for causes he believes in and collaborating with others in his beloved hometown of Memphis, Tennessee.

Connect and follow Marvin on social media:

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Tom Fuller & Dave Thompson: the APR [Podcast]

Tom Fuller & Dave Thompson: the APR [Podcast]

by | Feb 6, 2020 | Industry News, Podcast, Public Relations

Would You Like Fries With That Press Release?

 

An APR jumpstart transforms service-providers into C-suite advisers

 

A total geek by nature, I have always been intrigued with the Accreditation in Public Relations (APR), or the “good housekeeping seal of approval” as Dave Thompson, APR, likes to call it. I sat down with Dave and his former boss Tom Fuller, APR, Communications Manager of Oregon Department of Transportation (ODOT) to learn all about the APR. Not only did we talk about the process of getting an APR, which entails more than just filling out the bubbles on a sheet of test paper, but we explored how the addition of an APR has changed both of their lives inside and outside of work.

Dave, who listeners might remember from a previous episode where he outlined the job functions of a public information officer (PIO), recently left his post as ODOT’s public affairs program manager to serve as an independent contractor providing media training and lecturing. Yet he drew on past ODOT examples, such as the communication management of storms, to provide a clear before-and-after picture of what the APR learning meant to his job. While Tom, who spent 20 years in TV before coming over to the dark side, offers concrete examples of how the APR helped his team plan, execute and measure an effective campaign to address the new flight travel identification regulations.

Listen to the episode for insight into the working lives of both leaders and glean some insider knowledge on what it’s like to actually get an APR. To remain the ever helpful PR person, below is a quick guide to the APR facts.

 

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What is the APR?

Both Tom and Dave said that PR people love to jump right into tactics. But this can be futile without really knowing your audiences nor setting out measurable objectives at the front end of a campaign to help you understand if what you’re doing is actually working. The detailed process of getting an APR through the Public Relations Society of America (PRSA) brings professionals up to this level of strategic thinking, helping them gain confidence for future leadership.

 

The APR Process

The first readiness class (Feb. 15) should cover all of this but it’s my understanding that after signing up, candidates need to study the coursebook, “Cutlip and Center’s Effective Public Relations” (11th Edition), to prepare for the presentation candidates give in front of a small panel of judges to show their knowledge of the material.

During the presentation, candidates draw on a past campaign to present a “would’a, should’a, could’a”, as Dave likes to call it, before and if-only-in-a-perfect-world after scenario to the campaign that takes into account this new knowledge and what could have been done differently if the stars had aligned perfectly (budget, approvals, etc.).

After demonstrating their readiness, candidates dig deeper into the book to pass the proctored computer test. Studying with new friends from the readiness class or with a mentor, candidates walk away with not just the skills needed to pass a test but a richer understanding of our field, ultimately altering how the job is approached. 

 

Fees & Stipulations 

The cost for the APR is $385, excluding the textbook cost which could run you $40+ to rent through Amazon to $145 new. HOWEVER, there may be some extensive rebates offered through PRSA upon completion of the computer examination. 

Any PRSA member can apply for accreditation but it’s recommended that candidates hold previous PR experience (a couple of years according to Dave and Tom but the PRSA Oregon website suggests five years) in order to properly address the presentation portion of the process. 

 

Next Steps

Still unsure? At least attend the first accreditation class on Saturday, February 15, from 9 a.m. to 12 noon at The Gathering Place (12950 SW Pacific Highway, Suite 125) in Tigard. The classes will be held each Saturday through roughly April 11. The first few classes will be held at the Gathering Place but the location could change thereafter. Due to the time commitment required, candidates are not expected to attend every class but get so much out of it when they do. 

This year’s core instructors will be: Patti Atkins, APR, Dave Thompson, APR, Chuck Williams, APR, Mara Woloshin, APR, Fellow PRSA, Jean Kempe-Ware, APR, and Stacy Moe-Keen, APR — joined by guest experts Kathy Hubbelll, APR, Fellow PRSA and Doug Levin, APR and more.

 

Subscribe to PR Talk Podcast

Don’t forget to subscribe to the PR Talk Podcast on iTunes, Stitcher, Google Play and Spotify. There are more episodes on the way that you won’t want to miss.

About the guest: Tom Fuller

Tom is the Communications Manager at the Oregon Department of Transportaion (ODOT) and has nearly four decades of experience in media, communications and public relations management both in public and private as well as non-profit organizations. Tom is an award winning journalist, writer, producer, voice talent, and nationally known speaker.

Connect and follow Tom on social media:

About the guest: Dave Thompson

Dave Thompson is an accredited public relations professional with nearly 40 years’ experience as team leader/coach, spokesperson, public information officer, corporate communications director and awarding-winning broadcast reporter/anchor.

Connect and follow Dave on social media:

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Featured Image courtesy of Oregon Business
Kim Moore: Oregon Business Magazine [Podcast]

Kim Moore: Oregon Business Magazine [Podcast]

by | Jan 24, 2020 | Podcast, Public Relations

Connecting Local Business to the Larger Trends that Matter

A Conversation with Kim Moore, Editor of Oregon Business Magazine

After spending five years covering New York financial news, Kim Moore needed a change of pace. As a breaking news reporter, Kim’s job was to cultivate knowledgeable sources among the traders, investors and hedge fund managers working in the corporate loan and high-yield debt markets. These financial sectors were very busy during the mid-2000s, so there was a lot of news to break. During her time with Thomson Reuters, Kim began the publication’s first coverage of the credit default swaps that helped trigger the Great Recession.

Even though she enjoyed her work, the breaking news beat was high-pressure and non-stop. So in 2010, Kim moved to Portland in search of a lifestyle change and a new opportunity to write long-form pieces. In 2014, she took a job as a research editor at Oregon Business magazine. Today, she’s the magazine’s editor, overseeing a print publication and website. 

Kim recently sat down with PR Talk host Amy Rosenberg to talk about the Oregon Business editorial philosophy as well as tips for PRs seeking coverage.

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A Statewide Presence

Every year, Oregon Business publishes ten themed issues distributed to 20,000 subscribers throughout the state. Beginning in December, Kim works with the magazine’s sales department to develop the themes for the upcoming year. In March, for example, the magazine will focus on real estate, May will cover economic development, and the June issue will dive into energy and the environment.

To accomplish this all, Kim oversees one staff writer and a pool of 10-15 freelancers who write long-form features about each month’s topic. Because her staff and resources are limited, Kim maintains a very organized publication structure. She begins work on each issue three months in advance. As a result, PRs seeking coverage in the magazine should be thinking at least four months ahead. The sales department can provide editorial calendars to anyone interested.

In addition to the print publication, Kim also manages the Oregon Business website, which is updated regularly with short, newsier stories that can be assembled in a day. The magazine also publishes several major lists, including The 100 Best Companies to Work for in Oregon and the 100 Best Green Workplaces in Oregon. In addition, the publication hosts six or seven panels every year on topics like social responsibility and volunteerism in the workplace or how businesses can use social media for marketing themselves.

 

Focused Coverage

During her time leading the magazine, Kim has developed an editorial philosophy that connects broader macroeconomic themes and trends in ways that are relevant to Oregon businesses. For example, June’s theme is energy and the environment. Here in Oregon, legislators are debating cap and trade regulations to combat climate change. So, the June issue will examine this broader cap and trade issue along with the potential impact this new legislation could have on the Oregon economy.

 

Tips for PRs Seeking Coverage

This focused coverage means PRs will have to work a little harder to gain coverage. During the interview, Kim offered a few tips that might help capture her attention.

  • Customize Your Pitch for Each Publication: If you’re a PR seeking coverage in Oregon Business, get the editorial calendar, read the magazine and put a little thought into your pitch before sending it out. Pitches most likely to capture Kim’s attention will say: this is happening, this is why it’s relevant to Oregon business, and this is how it connects to a broader topical theme. 
  • Pitch Stories from Outside the Metro Area: While Portland and its surrounding communities are the state’s economic heart, Oregon Business has a statewide focus. However, with a small staff, it’s often challenging to uncover the stories happening in areas like Eugene, Corvallis, Bend and rural parts of the state. As a result, Kim will be interested in reading pitches for stories happening outside the metro area. 
  • Pick Up the Phone: Because we’ve become such a digitized society, very few PRs pick up the phone and call media members. Calling Kim won’t guarantee coverage, but it’s a great way to make a connection and learn a little more about the publication you’re pitching. 

 

Subscribe to PR Talk Podcast

Kim and Amy cover much more during their conversation. Click through to hear more about Kim’s time working in New York and her PR pet peeves. Amy also offers a few valuable pro tips that could take your upcoming pitches to the next level. Don’t forget to subscribe to the PR Talk Podcast on iTunes, Stitcher, Google Play and Spotify. There are more episodes on the way that you won’t want to miss.

About the guest: Kim Moore

Kim Moore is editor of Oregon Business — an awarding-winning monthly business magazine and website. She’s passionate about telling stories that illustrate the opportunities and challenges facing communities and business. Special interests include energy and environment, climate change, science and technology, and innovation. 

Connect and follow Kim and Oregon Business on social media:

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

Featured Image courtesy of Oregon Business
Habit Change [Podcast]

Habit Change [Podcast]

by | Jan 10, 2020 | Podcast, Public Relations

Tricking Ourselves Into Doing Our New Year’s Resolutions 

We Uncover Our Personal Tendencies from Gretchen Rubin’s Habit Change Quiz 

Already broke your New Year’s resolution? If so you might fall into one of these tendencies discussed in Gretchen Rubin’s habit books: the Questioner (who’s questioning the point of the resolution), the Rebel (who’s always rebelled against resolutions), or the Obliger (who’s Rebel friend didn’t show up for the New Years commitment they made together). If you’re still going strong with your New Year’s resolution, damn you, you annoying Upholder.

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With it being the start of a New Year, Mike and I thought it was apropos to dig into this topic, taking advantage of the deliciously blank slate a new decade brings. New commitments, new habits, new ideas. I know you all have them! But rather than throwing around huge resolutions that were made to be broken, we’re learning about our personality types in order to turn our resolutions into actual habits. 

Rubin’s research outlined in the books “The Four Tendencies” or “Better Than Before,” suggests there are four tendencies everyone in the planet falls into when trying to create a habit.

A quick eight-question quiz will tell you what your main tendency is.

In this PR Talk episode, Mike and I uncover our own tendencies, discussing how they relate to each other, while also touching on the other tendencies and how each might approach PR. 

Here’s a cheat-sheet, or my own humorous interpretation, of each tendency.

Upholder

They will do what they say they’re going to do no matter what, even if they only made a promise to themself. This is what I thought Mike was, listen to hear how wrong I was! 

 

Obliger

They need external motivation in the form of people expecting something from them. So they need to meet a friend to workout because they won’t leave that friend hanging. They imagine the client waiting for the document to get it done.

 

Rebel

They just can’t do anything! Can’t keep external or internal expectations. Many of them can be successful creatives or entrepreneurs if they have an Upholder or Obliger staff/partner.

 

Questioner

They have to ask why and if they like the answer, they will do it. If not, they will move on. They are independent, don’t care what others are expecting or thinking, but they probably spend a lot of time ruminating. 

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.