#PPRAMemberMonday: Adam Dvorin



In honor of our first Member Monday of the new programmatic year, today we are featuring 2017 PPRA President Adam Dvorin. Adam is Media Director at Winning Strategies. Adam has been a PPRA member for a decade and served in several leadership roles on the PPRA Board.

Twitter: @adamdvorin

Facebook: www.facebook.com/adamdvorin

LinkedIn: https://www.linkedin.com/in/adam-dvorin-214451/

PPRA: Adam, tell us a bit about your background and your current job.

AD: Serving as president of the PPRA for the 2017-2018 program year. Love every day that I serve in this role (seriously). My day job is as media director for the New Jersey PR firm, Winning Strategies. I handle media relations strategy for the firm as well as pitch media each and every day. I have been there for 18 years. Before that, I learned under PPRA Hall of Famer Lisa Simon at her firm and cut my teeth as a journalist for two New Jersey dailies. Graduated from Rowan University.

PPRA: Who are your clients and/or what projects are you working on right now?

AD: My clients include LEAP Academy University Charter School in Camden, Stevens Institute of Technology, NJM Insurance and Atlantic Health. LEAP is celebrating its 20th anniversary this year, so I am excited about developing stories around that milestone.

PPRA: What is your favorite part about your job?

AD: The best thing is working with really great journalists. There is nothing better than seeing your client’s story being interpreted by a reporter who asks insightful questions, does their own research and writes a story in a compelling way.

PPRA: What was your latest & greatest accomplishment at your job?

AD: Stevens was just featured in Forbes. The spread was four pages and ran online and in the newsstand hard copy. It took a year from first pitch to run dates.

PPRA: What one piece of advice would you give to your fellow PR pros?

AD: Read everything you can! Knowing what make a story only comes from being a heavy media consumer.

PPRA: What book or movie could you read or watch again and again?

AD: Waiting for Guffman. Corky St. Claire is one of my favorite all-time characters.

PPRA: What’s your favorite spot in Philly (museum, park, store, etc.)?

AD: Liberty Lands Park. 6 a.m. when I have my coffee in one hand and my dog, Deuce, in the other.

PPRA: How do you take your cheesesteak?

AD: Whiz Wit. Let the whiz soak into the roll.


From hope you can wear to hope with a backbeat, PPRA’s Philly PRoactive helps nonprofits


Zingara in Italian means wandering gypsy. This was the team_s name at Philadelphia University. They made clutches as part of the Global Fashion Insight Project.

Top: Rock to the Future’s programs provide music education for Philadelphia’s underserved youth to empower individuals and strengthen communities. Bottom: Philadelphia University’s Global Fashion Insight Project team Zingara (Italian for “wandering gypsy”), working with ChemoClothes, made clutches to raise money for  individuals battling cancer. Both received help in public relations from Philly ProActive, which pairs  PPRA members with nonprofits.

By Meg Boyd


At the beginning of every term, Philadelphia University students are challenged to create products with Deb Levy, the late mother of ChemoClothes founder Jared Levy, in mind. The organization’s tagline is hope you can wear so products have ranged from jewelry and yoga mats to dream catchers, clutches and pajama boxer shorts. The products are sold at an on-campus pop-up shop and have yielded over $40,000 to support cancer-related costs.

Inside the hallways of St. Michael’s Lutheran church, the hearts and minds of a local Philadelphia community continues to be impacted through Rock to the Future. Using the power of music education, this youth development organization prepares the next generation for every stage through instruction on “rock” instruments, peer collaboration, live performance, and social and academic support. The MusiCore afterschool program boasts 100 percent post-secondary education attendance rate.

Both programs are successful, in part, due to Bill Cowen, Ed.D., a PR practitioner, professor and philanthropist who was feted as PPRA’s 2017 Hall of Fame recipient. When serving as the organization’s president in 2009, he launched Philly PRoactive, a program that pairs PPRA members with nonprofits that need PR assistance. His primary requirement was that chosen organizations have some kind of active support each year.

“I knew that we were an accomplished, creative and connected membership that could make a difference for worthy causes via PR strategy and professional support,” said Cowen. “The process was open to interpretation and customization so that each president could run the program in any way he or she wanted.”

The relationships have proven both successful and sustainable. I was fortunate to be a partner and provide PR counsel for two organizations in the program’s early years.

Paired with Communications Support owner Lauren Somers, we created a communications plan for ChemoClothes that included pitching, writing releases and working with the media. One idea proposed to Philadelphia University to work with the students has resulted in a long-term partnership. The Fashion Merchandising and Management degree program students develop over 200+ units of merchandise and work on a project across three courses including Global Fashion Insight, Retail Strategy, and Visual Merchandising. “The students have the opportunity to engage in program development, marketing, and merchandising while keeping the client in mind. The outcome is connected to a real-world mission that is having an impact on families,” said Program Director Nioka Wyatt.

Rock to the Future realized similar benefits through the program. The organization was partnered with a number of PPRA volunteers, including Nina (Scimenes) Roderbaugh, Brulee Catering’s Communications and Marketing Manager, and myself. We provided a communications plan and specific PR ideas such as a collaboration with the Curtis Institute of Music.

Rock to the Future has grown from working with 13 students in an afterschool program to serving hundreds of underserved Philly youth each year through after school, in-school, and summer programming, with 99 percent of students attending at no cost. As an Eagles Care Partner, it celebrated their annual ball this year at Lincoln Financial Field, raising more than $40,000 for its educational programs. Rock to the Future continues to live its motto: “Learn. Grow. Rock.”

At the Hall of Fame luncheon held in his honor, Cowen discussed the importance of having grace and dignity — important aspects for volunteers working with the Philly PRoactive program. “I am very pleased the program is alive and well and still helping others here in the region,” said Cowen.

 Meg Boyd is currently a communications specialist for AmeriHealth Caritas where she is responsible for creating content and increasing engagement for 1500 colleagues in Enterprise Operations.

Student Insights from Careers 101

By Nneka Van Gronigen

The jump from college to career can be unnerving, but PPRA’s Careers 101 event caters to college students looking to learn how they can make the transition smoother. PPRA held this year’s Careers 101 event at Drexel University.


As a Drexel student and president of Drexel’s PRSSA chapter, I had the opportunity to see this event from its planning stage to its fruition, and was amazed at the efforts required to secure an appropriate space, as well as recruit a strong panel and moderator. During the event, we heard exceptional insights from professionals who graduated in the last couple of years, showing us that we aren’t too far off from professional life.

Students from several local universities were present, including LaSalle and Temple, as well as PPRA members, which was great for making new connections and maintaining old ones.

Professional headshots by Modern Luxe Photography were available, and it felt like middle school picture day all over again. Knowing the value of a professional picture, I upgraded my LinkedIn profile and obviously sent a copy to my mom.

Attendees also had the option to get their resumes critiqued by a PPRA member who gave fresh perspectives and edits from an employer standpoint.


The panelists shared insights on networking, interviewing and being the “newbies” in the workforce. Rachel Christie, a panelist, reminded us “It’s okay to ask questions. Don’t make assumptions.”
Some key takeaways from the panelists included:

  • Get a mentor and some internships. These connections will make you stand out to employers.
  • Be yourself in the interview. You’ll be happy knowing that you’re comfortable in your environment and that the role fits who you are.
  • Networking can be nerve racking, but do it! Bring a friend if that makes you more comfortable and research the attendees before you go.
  • Don’t be discouraged if you don’t get a job. There are a lot of reasons it didn’t work out — and the reason may just be that someone else was a better fit for that specific job.
  • Handwrite personal thank you notes. In the digital world it shows that you valued the person enough to spend time writing and mailing a thank you note.
    The panel concluded with a raffle of some valuable networking and informational interview opportunities. I was excited to win a breakfast with Matt Cabrey, Executive Director of Select Greater Philadelphia. Other prizes included admission to PPRA events, shadowing opportunities and more. The panelists and attendees ended the night with networking and refreshments.
    Overall, Careers 101 provided attendees with great resources, including headshots, resume critiques, networking and excellent tips from a relatable panel.

Nneka Van Gronigen is a junior at Drexel University and president of Drexel’s PRSSA chapter.

#PPRAMemberMonday: Dr. Bill Cowen

#PPRAMEMBERMONDAY_Bill CowenTwitter: @drbillcowen, @metrospective

LinkedIn: www.linkedin.com/in/dr-bill-cowen-a537755/

PPRA Member “since dial-up internet?!”


PPRA: Dr. Cowen, tell us about your background and your current job.

BC: As a proud, longtime friend of PPRA and a Past-President, I am a global PR consultant, university professor, and leadership coach who has successfully served top agencies, Fortune 100 corporations, nonprofits, entrepreneurial ventures, and academia. I am President and owner of Metrospective Communications LLC, a Philadelphia-headquartered PR and strategic communications agency. I am also co-founder and a two-term Past-President of PR Boutiques International, the world’s first network for boutique PR organizations. For many years, I have been a member of the Communication faculty at Villanova University, where I am director of the PR program. In addition, I actively support numerous charitable organizations in and around the city.


PPRA: What projects are you working on right now?

BC: Everything from individual brand consulting to full scale campaigns in a variety of industries internationally.


PPRA: What is your favorite part about your job?

BC: In all my years in PR, I have never had the same day twice. I am always energized by the fact that we get to use both business and creative strategy together in every moment.


PPRA: What was your latest and greatest accomplishment?

BC: I am so pleased that I will be inducted into the PPRA Hall of Fame on May 24. I can’t wait to see everyone for the big industry celebration, which in so many ways speaks to the power of PPRA, and all of our work collectively in this exciting market.


PPRA: What one piece of advice would you give to your fellow PR pros?

BC: PR is a strategic necessity. Let’s all be proud of who we are and what we do. The world would not move forward without us.


PPRA: What book or movie could you read or watch again and again?

BC: I love the movie Pleasantville.


PPRA: What’s your favorite spot in Philly?

BC: All of our wonderful pocket parks in Bella Vista.


PPRA: How do you take your cheesesteak?

BC: Love them… but trying not to lately. They don’t mix well with the gym.

How the NFL Draft is Leaving Its Mark in Philadelphia


NFL Draft Day preparations on the steps of the Philadelphia Museum of Art. PPRA members heard the details of preparing for 200,000 football fans and extensive press coverage.

By Clarissa Ford

PPRA members recently heard Philadelphia Convention & Visitors Bureau  (PHLCVB) Director of Communications Alethia Calbeck outline plans to position and publicize the city during the upcoming National Football League  Draft.

With nearly 200,000 fans expected, the NFL Draft is primed to be one of Philadelphia’s largest events of the year.

With a little more than three weeks until the draft on Thursday, April 27 through Saturday, April 29, the PHLCVB is working in partnership with Visit Philadelphia and the NFL to create a spectacular experience for fans. Ironically, Philadelphia is the birthplace of the draft, which began here in 1936 at the Ritz-Carlton Hotel.

The 2017 version of the draft,  the league’s largest fan-focused event, will focus on fan experience featuring a free three-day festival on the Benjamin Franklin Parkway with interactive exhibits, ziplining, autograph sessions and more. When draftees are picked, they will walk down the stairs as a symbolic tribute to Rocky.

While the NFL’s goal is to lure fans from both the area and afar, millions more will be exposed to Philadelphia images on telecasts from the draft. With nine NFL teams within a seven-hour drive of the city, Philadelphia is a prime location for the event. Fans are encouraged to get the Fan Mobile Pass to get exclusive access to one of the 3,000 seats on the Philadelphia Museum of Art steps.

It is expected that the draft will bring in $80 million in economic impact for the city. The event supports 26,000 jobs in construction, travel, hospitality and more. In addition to the draft, Philadelphia will enjoy a blockbuster sports weekend with the Penn Relays and two Phillies home games also taking place that weekend.

The PHLCVB is responsible for  fielding social media inquiries about the city from visitors, such as “Where is the best place to get a cheesesteak in the city?” Not only is it working towards creating positive tourist experiences, but also crafting positive messages about modern Philadelphia — a city much more vibrant than anyone could have imagined when the 1936 NFL Draft took place here!

Clarissa Ford, a PPRA Associate Member, is a Temple University junior studying Strategic Communication with a concentration in Public Relations and a minor in Sport Management.