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HomeEventsCommunicating in a Changed World: Minnesota PRSA’s 2021 Digital Workshop

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Communicating in a Changed World: Minnesota PRSA’s 2021 Digital Workshop


Tuesday, Jun. 22, 2021
12:00 p.m. – 2:00 p.m.


Online via Zoom.  Access information will be sent prior to the event.


12:00 – 12:45 p.m.

Opening Keynote Address: Post-pandemic Workplace Models and Communication Strategies

Future of Work. Highly Distributed Workforce. New Employee Expectations. For some, the post-pandemic office view may continue to be from home, while others are asking employees to come back to abandoned and dusty desks. Or it could mean an entirely new way of splitting time at home and in the office. Hear from experts on how employers decided which model was best for their employees and how communications fit into the picture to keep employees engaged no matter where they work.


Rachel Zakariasen and Michael Burchell, senior leaders within United Minds, Weber Shandwick’s management consultancy, can share the latest insights on what work looks like in a post-COVID world. From workforce re-entry to new employee expectations, they offer perspective on the current landscape and best practices for the PR profession based on their research and experience helping clients navigate a complex and still evolving situation.

12:45 – 1:15 p.m.

Breakout Session: So, how'd we do? PR Metrics and Data Simplified

While it may be a joke that many PR pros escaped to the communications world to avoid math, your clients and the C-Suite want to quantify their investment. Time to face your fears: Hear from experts on implementing a metrics plan that will effectively showcase your talents and ROI.


Christine Lekatz, Vice President & Senior Communications Counselor, Neuger
Christine joined Henry Schafer Partners (acquired by Neuger in 2014) as an intern in 2009 and came aboard full time at the end of 2011. A graduate of the University of Minnesota School of Journalism, she previously completed stints at Karwoski & Courage Public Relations and Life Science Alley.

Rarely intimidated by a challenge, Christine is highly motivated to advance clients’ projects in a strategic, timely and efficient manner. As a skilled content strategist and thoughtful writer, she works with clients in an array of industries to tell effective stories critical to their success. She has a keen nose for news and has a proven track record for establishing meaningful relationships with members of the media.

She lives in Maple Grove with her husband, Matt; son, Dawson; and their two dogs, Charlie and Brody. In her free time, she enjoys working on her golf game, trying new restaurants and practicing yoga.

Christine works primarily in the firm’s Minneapolis office.

Eric Molho, Vice President & Senior Communications Counselor, Neuger
Eric joined Neuger in 2019. He has significant experience in marketing and marketing communications, as well as strategic planning and market research. He brings a unique blend of strategy and creativity skills to serve our clients. Before coming to Neuger, he was the founder and principal of Bon Partners in St. Paul, where he led multiple strategic planning and marketing projects. His professional experience includes working for the Minneapolis Public Schools in a variety of roles, three years with Target Corporation as a buyer, and six years at 3M Company as a marketing supervisor and new product development supervisor.

He earned his Master of Business Administration from the University of Michigan Ross School of Business and a Bachelor of Arts degree from St. Olaf College. He is an active community member, having served as a volunteer leader with numerous civic and arts organizations, including Minnesota Brass Drum and Bugle Corps and Union Park District Council in St. Paul.

Eric lives in St. Paul and enjoys running, the performing arts and traveling. He grew up in New York and Indiana, but Minnesota is now home.

12:45 – 1:15 p.m.

Breakout Session: Understanding Gen Z

Gen Z has blessed wide-leg pants and tie-dyed shirts, but what else do you need to know about this outspoken group? Hear from fellow communicators on where they listen (TikTok, hint, hint) and how you can craft authentic messages that resonate.


Danny Olson, Weber Shandwick, executive vice president of platform strategy and digital innovation lead, will lead this breakout session and include highlights from some of our recent work for General Motors, reaching Gen Z consumers on platforms like TikTok and Twitch.

Ayan Hussein is an official “Gen-Z’er” who will graduate from Metropolitan State University this summer with a major in Public Relations. She is seeking employment in PR at an agency in the Twin Cities.

Rosa Johnson is a "Gen-Z’er" interested in all the new trends and lingos. She recently joined the Padilla health team as an Assistant Account Executive and recently graduated from the University of Minnesota with a degree in Journalism, Strategic Communications. She was the University of Minnesota’s PRSSA chapter president for the 2020-2021 school year.

1:20 – 2:00 p.m. Ending Keynote Topic: To Say or Not to Say: Responding to External Social Issues

We all strive to be deliberate in our public relations programs – working from a strategic plan and using communications to help our organizations achieve their purpose. But what happens when controversial external issues arise that have the potential to affect our organizations and our stakeholders? Saying nothing may not be an option but saying the wrong thing could be worse. This session will explore the different types of external social issues affecting an organization’s reputation, the factors to consider and guidance for appropriate and meaningful response.


Matt Kucharski, APR, President, Padilla
Matt is a seasoned public relations, strategic communication and marketing professional, helping clients across a wide range of industries build, grow and protect their brands and reputations. Throughout his more than 30 years in the field, he has been a continuous trend watcher, learner, educator and innovator – helping the agency and clients stay ahead of “what’s next.”  
He leads a highly talented and experienced leadership team supporting all of Padilla’s offices and brands. In addition, Matt is a sought-after marketing, communication and business counselor with expertise in branding, corporate communication, reputation management, and crisis and critical-issues response.  
Matt has planned and implemented strategic communications, brand building and reputation management programs and projects for a wide range of Padilla clients, from global Fortune 500 enterprises to promising category challengers in a range of sectors. Clients benefitting from Matt’s experience include Rockwell Automation, Cargill, Mayo Clinic, Blue Cross Blue Shield of Minnesota, Medtronic, Abbott, Be The Match, Tyco, 3M, Microsoft, Cisco and numerous others.


Register by Jun. 22, 2021 at 11:00 am Central.
PRSA members: $25
Students/PRSSA members: $10
Non-PRSA members and Guests: $35


Amy Frantti
(612) 432-5408 (p)

Jake Sturgis

Thank you to our event sponsors!






Tuesday, June 22, 2021
Online via Zoom. Access information will be sent prior to the event.
Additional Info:
Registration is required before Tuesday, June 22, 2021 at 11:00 AM
Payment In Full In Advance Only