Today we are featuring Dan Weckerly, Communications Manager at the Valley Forge Tourism & Convention Board. Dan has been with Valley Forge Tourism & Convention Board for over three years and he has been a PPRA member for three plus years.

Facebook: https://www.facebook.com/daniel.weckerly
Twitter:@dweck140
LinkedIn: https://www.linkedin.com/in/dan-weckerly

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

DW: My corporate communications career, including various PR responsibilities, reflects experience across industries that include insurance, tech and financial services. In 2015, I was awarded the Frank X. Long award from PRSA, in recognition of writing excellence. My mainstream career advancement was augmented in 2012 with the publication of my first e-novel, whose sales on outlets that included Amazon generated just enough revenue to fill my car with gas, twice.

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

DW: As part of the Valley Forge Tourism & Convention Board, I work daily to promote Montgomery County as a leisure and business travel destination. Currently, we are extending our overarching brand to highlight weddings, golf, sports and history, all of which represent economic impact to the county.

PPRA: What is your favorite part about your job?

DW: One of my responsibilities is publication of our weekly blog on valleyforge.org. Called “The Pursuit,” the blog enables me to promote our members through experiential reporting; therefore, I have been ziplining, hot-air ballooning and rock climbing. I’ve paddled a kayak with Governor Corbett, learned how to execute a clean-and-jerk and interviewed the actress who played Zuzu Bailey in “It’s a Wonderful Life.” I’ve made gnocchi at a culinary school, painted my own version of a Van Gogh, hand-fed a giraffe and sat with the King of Prussia Mall’s Santa Claus.

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

DW: I work with an incredibly talented and creative team, under a generous and visionary leadership. Our day-to-day work involves collaboration on just about every level, so any “personal” accomplishment would need to be viewed in a group setting. When one of us succeeds, we all succeed. It’s an environment that I’ve come to love.

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

DW: Follow your instincts. Pitch the way you’d like to be pitched to. Kill the bland quotes. Put the stats into a narrative that people can get invested in. Drop the cheesy photo ops. Be creative. Be engaging. Be different.

Also: Read. Read-read-read. Good PR often comes down to good writing, and good writing is the product of good reading. Read everything: the morning paper, a juicy novel, a touching memoir, the back of a cereal box, a challenging poem, a classic play. Read Stephen King. Read Shakespeare. Read Lisa Scottoline. Read the Gospel of St. Luke.

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

DW: “It’s a Wonderful Life” is my favorite film of all time. I cannot recall when I saw it first, or how many times I’ve seen (and cried) over it, but it must be dozens by this point. There’s something about the story of George Bailey that resonates with me deeply: The fact that one can live a life of self-sacrifice and assume that nobody notices. And then come to the realization that in actuality, EVERYBODY notices. It’s not a perfect film (there are some continuity errors), but it’s a perfect movie, despite the fact that people find it somewhat cheesy.

PPRA: What’s your favorite spot in Philly?

DW: Ummm, my favorite spot in MONTGOMERY COUNTY would be the Bryn Athyn Historic District. I’ve lived in Montco since 1988 and yet, before working for the tourism board, I’d never been there before. I was stunned. And I never tire of going back.

Runners up: Valley Forge National Historical Park, downtown Ambler, Green Lane Park.

PPRA: How do you take your cheesesteak?

DW: Onions, no peppers. Slathered in ketchup.

In honor of her first week of presidency, today we are featuring the 2016 PPRA President, Ashley Berke. Ashley is the Director of Communications for the University of Pennsylvania School of Veterinary Medicine (Penn Vet). Ashley has been a PPRA member for over 11 years and is a past PPRA Fast-Track Award recipient.

Facebook: https://www.facebook.com/ashley.berke.7
LinkedIn: https://www.linkedin.com/in/ashleybberke

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

AB: I am the Director of Communications for the University of Pennsylvania School of Veterinary Medicine (Penn Vet), where I oversee media relations, marketing, publications, social media, and the website for the renowned school and its two hospitals. I previously served as Director of Public Relations for the National Constitution Center. I graduated from Cornell University in 2005.

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

AB: We just wrapped on our new TV docu-series for Animal Planet. The show follows six of our fourth-year veterinary students as they complete their rigorous training. We hope to announce a premiere date soon, so stay tuned!

Other fun projects that I’m currently working on include promotion of our new robotics-controlled equine imaging system at New Bolton Center, sponsorship of NBC 10’s Clear the Shelters initiative, and an amazing event called the Best Friends Bash that brings together craniofacial patients from CHOP and canine craniofacial patients from Penn Vet for a unique form of pet therapy.

PPRA: What is your favorite part about your job?

AB: Well, for starters, I love animals. But what I love most about communications is that every day is different. You can never predict what’s coming – one minute I might be writing a pitch and then a national news request will come in and my day will totally shift. It keeps me on my toes.

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

AB: The TV docu-series for Animal Planet (see above). Pitching the show and securing a network took over two years, so it was incredibly fulfilling to see it come to fruition. Filming non-stop for three straight months was exhausting but eye-opening and exciting at the same time. We think the show will bring national attention to Penn Vet and showcase just how intense veterinary training is. Please tune in!

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

AB: Be a sponge. Soak up as much knowledge and advice as possible. This is a constantly changing industry, and PR pros – no matter their experience level – must stay on top of the trends in order to remain relevant.

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

AB: Movie – The kid in me can’t say no to watching The Goonies over and over again. I’m also pretty obsessed with The Royal Tenenbaums. Book – The Wind-Up Bird Chronicle by Haruki Murakami

PPRA: What’s your favorite spot in Philly?

AB: I love the Reading Terminal Market and the Mutter Museum.

PPRA: How do you take your cheesesteak?

AB: From Steve’s Prince of Steaks, a cheesesteak hoagie with (“wit”) onions and American cheese. They pre-melt the cheese!
(Now I’m craving one.)

PPRA: You’ve been a very active member of PPRA, describe your road to becoming the next PPRA President.

AB: I joined PPRA as soon as I graduated and started my career. My boss at the time, Denise Venuti Free, recommended that I join as a way to meet the key players in Philly’s PR community. It definitely paid off. I never would have gotten to know so many people in so many different cross-sections of our industry if it wasn’t for PPRA. A few years into my membership, Bill Cowen reached out to me and suggested that I join a board committee. He was serving as President-Elect and asked me to assist with College Relations. As a recent graduate, it was a perfect fit. After that, I joined the board in an official capacity and have been serving ever since.

PPRA: What can people expect from you and what do you hope to achieve as the new PPRA President?

AB: You can definitely expect a lot of enthusiasm! I am so grateful to PPRA for helping to shape my career. During my presidency, I want to hone in on what makes PPRA unique, and utilize that to energize our members and build on our successes. To me, PPRA is a wonderful community of mentors and friends. We can learn so much from one another. I’m looking forward to a great line-up of educational events and the chance to grow our mentorship and community outreach programs, which are near and dear to my heart.

PPRA: The PR and communications industries are changing everyday. Will you be making any “changes” to PPRA to reflect this? 

AB: The Board has long felt that the PPRA website is in need of an update. I certainly can’t take credit for starting this project, but I do hope to see it come to fruition this year.