Sonja Popp-Stahly, APR - Public Relations Society of America

THE PUBLIC RELATIONS SOCIETY OF AMERICA
2012 CANDIDATE APPLICATION FORM
Director Positions
ABSOLUTE APPLICATION DEADLINE IS MONDAY, JUNE 11, 2012, 5 P.M.
(in the time zone in which the candidate resides)
When you submit your application electronically, you will receive an automated e-mail confirmation within the hour.
If you do not receive this automated e-mail it is your responsibility to contact PRSA
at nomcomm@prsa.org or 212-460-1403 to confirm receipt of your application.
Note that this application will be posted on the PRSA website with the exception of the information contained in Sections
E (“Legal, Regulatory and Other Matters”) and F ("Candidate Contact Information"). It is the candidate's responsibility to
ensure that all information submitted in this application - such as dates, awards, etc. is true and accurate. Candidates
are urged to proofread their applications carefully as changes and corrections are not permitted after the applications
are posted on the PRSA website nor are corrections made by PRSA staff. All information must be typed. Please submit
the application electronically for posting on the PRSA website.
Last Name
Popp-Stahly
First Name Sonja
PRSA Designation APR
(APR, Fellow PRSA)
Company
Eli Lilly and Company
Title
Communications Manager, Lilly Bio-Medicines, Global Business Communications
Address 1
Lilly Corporate Center
Address 2
DC 1536
City, State, Zip
Indianapolis, IN 46285
Corporation
What is your organization? (e.g., public relations agency, solo
practitioner/counselor, corporation, association, university, etc.)
Work Telephone
317-655-2993
PRSA District
East Central
Work E-Mail spopp-stahly@lilly.com
PRSA Chapter Membership(s)
(Dates, Chapter Name)
Hoosier Chapter: 2000-present
New York Chapter: 1993-2000
PRSA Section Membership(s)
(Dates, Section Name)
Health Academy: 2009-present
Date Joined PRSA
1993
Middle Initial
K
As set forth in Article V, Section 2 of the PRSA Bylaws, to be eligible to serve as director individuals must be
APR, must be a member of PRSA in good standing, and also have at least one of the following qualifications:
(1) held a leadership role within the Society, including but not limited to, served as a member of a Chapter,
District, or Section board of directors, chaired a national or local committee or task force, or served as a
National PRSA Assembly delegate; or (2) served as a public relations professional for 20 or more years, with
increasing levels of responsibility.
Please indicate the year in which you attained APR accreditation
2001
Section A: PRSA Activity Record. Please fill in the date of service, name of Chapter/District/
Committee/Task Force, etc., as well as leadership position(s) held. Contact PRSA Headquarters
for assistance if you are unsure about certain dates of service.
(Example: 2000-2001 - New York Chapter - President)
PRSA Fellow (Year Inducted)
Chapter Officer/Board PRSA HOOSIER CHAPTER:
and other Leadership * Assembly Delegate (2002, 2004-2006, 2008-present)
* Immediate Past President (2009)
Positions
* President (2008)
* President-Elect (2007)
Local (Chapter/District) PRSA HOOSIER CHAPTER:
* Vice President of Operations (2004)
Committee/Task Force * PRSSA Co-Chair (2001-2002)
* Director of Membership (2003)
Chair
PRSA NEW YORK CHAPTER:
* Education Chair (1998-1999)
* Co-Chair, Intern/Entry-Level Matchmaking Event (1996-2000)
District Officer
National Section
Chair/Officer
Voting Assembly
Delegate
PRSA HEALTH ACADEMY SECTION:
* Executive Committee (2010-present)
* Vice Chair of Programming (2012-present)
PRSA HOOSIER CHAPTER:
* Assembly Delegate (2002, 2004-2006, 2008-present)
National Committee/ * PRSA Educational Affairs Committee Member (2010-2012)
Task Force/Advisory
* Co-Chair, PRSA Student-to-Professional Task Force (2002-2003)
Board Chair/Co-Chair/
Member
National Board
Officer/Member
Other
* PRSSA National Professional Adviser (2010-2012)
* Professional Adviser, Purdue University PRSSA Chapter (2009-present)
* Champions for PRSSA Member (1993-present)
Section C: Professional Background
1. State the professional positions you have held in the field of public relations (with dates) listing the most
recent first.
ELI LILLY AND COMPANY (Indianapolis, IN)
* Communications Manager, Lilly Bio-Medicines, Global Business Communications (July 2010-present)
* Communications Manager, Global Product Communications (May 2007-July 2010)
Responsibilities include developing and implementing communications plans and issues management strategies; developing
mutually beneficial partnerships with health advocacy organizations; serving as a company spokesperson; media training
internal spokespeople from other functional areas; working cross-functionally with colleagues in marketing, market research,
corporate communications, employee communications, investor relations, legal and regulatory; serving as a liaison for
communications colleagues in affiliate countries; and managing U.S. and international public relations agencies.
HETRICK COMMUNICATIONS (indianapolis, IN)
* Account Manager/Team Leader (June 2000-May 2007)
Developed and managed public relations and marketing communications programs at one of Indiana's largest
PR/communications firms. Client industries included health care, architecture, accounting, law, education and not-for-profits.
SARA LEE HOSIERY (New York, NY)
* Manager of Public Relations (September 1998-June 2000)
Developed and managed public relations/communications programs for three Sara Lee Hosiery brands -- Hanes Hosiery, Donna
Karan Hosiery and DKNY Hosiery.
KAPLOW COMMUNICATIONS (New York, NY)
* Public Relations Consultant (June 1998-August 1998)
Managed media relations for an iVillage.com book launch.
MWW GROUP (East Rutherford, NJ)
* Account Supervisor (February 1998-May 1998)
Managed media relations programs for consumer products and professional services clients, targeting consumer, trade and
business-to-business media outlets.
DEVRIES PUBLIC RELATIONS (New York, NY)
* Account Supervisor (June 1997-February 1998)
* Senior Account Executive (January 1996-June 1997)
* Account Executive (July 1994-January 1996)
* Junior Account Executive (December 1993-July 1994)
* Account Assistant (June 1993-December 1993)
Developed and managed public relations programs for a variety of consumer products clients, including Procter & Gamble,
Nabisco and Nestle Beverage Company. Responsibilities included strategic program development and implementation, client
relations, media relations, event planning, press material writing, speech writing, spokesperson management, media training,
results reporting, competitive tracking, research and budget management.
2. Have there been any instances in which you advanced the state of the profession through exceptional
contributions to the field of public relations? If yes, please list example(s).
Public relations education is one of my passions. Inspiring, motivating, encouraging, mentoring and educating public relations
students are critical to the future of our profession, and it's important to me to be on the front lines, helping shape that future.
I have anchored much of my volunteerism with sharing my experiences and passion for public relations with public relations
students. My local commitment began with serving as the Education Chair for PRSA’s New York chapter in the mid-1990s, and
continued with serving as the PRSSA Co-Chair for PRSA’s Hoosier chapter in the early-2000s. Every year I host a group of PRSSA
students during the Hoosier PRSA chapter’s annual Half Day with a Pro “shadow day” event, giving them a glimpse into the
professional world of public relations. I also serve as the Professional Adviser to Purdue University’s PRSSA chapter.
On the national level, I have just completed my term as the 2010-2012 PRSSA National Professional Adviser and member of the
PRSA Educational Affairs Committee. I also served as the Co-Chair of the national PRSA Student-to-Professional Task Force,
which focused on the importance of converting PRSSA students to PRSA membership and easing the transition from college to
professional life.
I’ve been an informal mentor to numerous public relations students from across the country, offering my time to critique
resumes and portfolios, share public relations and career development resources and advice, conduct informational interviews
and provide networking connections. When I attend the PRSA International Conference, I always spend time at the PRSSA
National Conference as well, both as a formal participant and as an informal connection.
One of my proudest moments was being recognized for both my professional success and my contributions to the public
relations profession by being inducted into the National PRSSA Hall of Fame in 2002 at the PRSSA National Conference in San
Francisco.
3. List pro bono public service activities conducted during your career.
I have participated in public service activities organized by the PRSA Hoosier chapter over the years, including events during
which local not-for-profit organizations were invited to bring public relations challenges to a chapter luncheon. PRSA members,
including myself, would join the not-for-profit representatives in roundtable discussions to help brainstorm strategies and ideas
to help address the organization's challenges.
Devoting much of my volunteer time to public relations education, I conduct numerous speaking engagements throughout
the school year, traveling to Ball State University, Butler University, Indiana University, Indiana University-Purdue University at
Indianapolis (IUPUI), Purdue University and the University of Indianapolis to speak to PR classes and PRSSA chapters. I also host
student groups and provide corporate tours, educating them about the public relations profession, specifically corporate and
health care public relations. I also have served as a speaker at numerous student PR conferences (including keynote addresses),
including the annual ComDay at Purdue University, the annual PR Night at Butler University and several PRSSA Regional
Conferences. Each year, I spend a lot of time at the PRSSA National Conference, participating in resume enhancement sessions,
speed networking events and other activities designed to expose students to insights from professionals.
I have spent the past two years serving as the United Way Ambassador for Eli Lilly and Company's Corporate Affairs
organization of several hundred Corporate Affairs employees across the country. This role helps connect employees to the
needs within their communities, giving them the opportunity to make a significant difference in the life of their neighbors. In
2011, Lilly raised $12.4 million for United Way. My role included promoting and encouraging participation in the Goodwill
Clothing Drive, Backpack Attack, Eat United and the formal fundraising campaign, which raises money for more than 500
United Way organizations. This included staff meeting presentations, "torchbearer" visits and United Way agency tours.
I have volunteered my communications expertise to my local property owners association, and served as its newsletter editor
for five years. This included sourcing and writing content, securing advertising and designing and printing the monthly
publication.
I was an active member of the Junior League for more than 10 years (including the Junior League of Montclair-Newark in New
Jersey and the Junior League of Indianapolis). The Junior League is one of the largest volunteer organizations in the world,
committed to promoting volunteerism, developing the potential of women and improving communities through the effective
action and leadership of trained volunteers. I participated in numerous community service projects, and served as Co-Chair of
the Junior League of Indianapolis' Do In A Day Committee. My volunteer projects included Special Olympics, Indiana School for
the Blind, Kids on the Block, a local teen pregnancy program and many more.
Now that I am a busy working mother of two school-aged children, I have shifted much of my volunteer time to volunteering in
my sons' elementary school, including classroom and special event volunteer assignments.
4. List Awards (local, regional, national, career or personal) that you have received. Include date, name of
award and awarding organization.
PERSONAL
* PRSSA Hall of Fame Award (2002)
* Outstanding Young Alumnus Award - Ball State University Department of Journalism (1997)
NATIONAL
* PRSA Silver Anvil Award (2002)
* ASAE (American Society of Association Executives) Gold Circle Awards Certificate (2001)
DISTRICT
* PRSA East Central District Round-Up Award (2002)
* IABC District 7 Silver Quill Award of Excellence (2001)
* IABC District 7 Silver Quill Award of Merit (2001)
LOCAL
* PRSA Hoosier Chapter Pinnacle Award of Honor (2002)
* IABC (International Association of Business Communicators) Indianapolis Chapter EPIC Award (2002)
* PRSA Hoosier Chapter Keystone Award of Honor (2001)
5. List educational background (degrees and certifications). Include institutions, degrees/certifications and
dates.
Ball State University - Muncie, IN
B.A. Journalism (May 1993)
Majors: Public Relations and Magazine Journalism
Minors: Marketing and German
GPA: 3.85/4.00 - Magna Cum Laude
Outstanding Young Alumnus Award - Ball State University Department of Journalism (1997)
Universal Accreditation Board
Accredited in Public Relations (2001)
6. List those credentials you believe qualify you for the position you're seeking.
* Leadership: My career has included leadership positions professionally, in PRSA and in community service. In my previous PR
agency positions, I supervised and developed loyal account teams. In my current position, I lead internal cross-functional
project teams as well as supervise the work of PR agencies. In PRSA, I have held numerous local and national leadership
positions. And I have held leadership positions in my community service work.
* Diversity in practice: I have worked in both the agency and corporate settings throughout my career, and have experience in a
variety of industries, including consumer products, health care, professional services (law, architecture, accounting/consulting),
education and not-for-profits. I currently work at the global headquarters of an international corporation with 38,000
employees worldwide and possess a strong corporate perspective as well as international experience. I would like to see more
corporate representation on the PRSA national board.
* Geographic diversity: I have years of experience working both on the East Coast (New York City) and Midwest (Indianapolis
and Chicago). In the 12 years that I have been a member of the Hoosier chapter (and an unknown number of years before that),
we have not had any representation on the PRSA national board from our chapter, and I would like to change that.
* PRSA insights: From my national and local service to PRSA over the past 20 years, I have gained deep insights into the
operations of the organization. I have excellent working relationships with staff at PRSA headquarters, and have had the
pleasure of being an active member of two large PRSA chapters (New York and Hoosier). A long-time Assembly delegate and a
section leader, I have gained further insights into the operations and priorities of PRSA at the national level.
* Commitment to PR education: I am completely devoted to building the future leaders of our profession and our society
through my deep involvement with PRSSA, including my most recent role as PRSSA National Professional Adviser.
* Collaboration: Much of my career has involved working well with others toward a common goal. I know how to rally the
troops and get things done. I am a team player who is skilled in consensus-building and building productive working
relationships.
* Passion: My passion and enthusiasm for PRSA and the profession is infectious. I am a tireless advocate who is dedicated to
service to both the organization and the profession. I can think of no better way to continue my service to PRSA and add value
in new ways than to serve on the national board.
Please insert a brief biographical profile (400 words or less). Please provide a recent full
color photo of yourself in a separate JPEG attachment (minimum of 300 dpi @ 4x6 inches).
Your photo should be a current, professional-quality headshot, suitable for publication.
Image Field
Sonja Popp-Stahly, APR, is Communications Manager, Lilly Bio-Medicines in Global Business Communications at Eli Lilly and
Company, a global pharmaceutical company headquartered in Indianapolis. With nearly 20 years of experience in both agency
and corporate communications, Sonja’s background includes strategic planning, consumer marketing, media relations and
issues management.
Sonja joined Lilly in 2007, and manages U.S. and international communications strategy for the company’s neuroscience and
autoimmune therapeutic areas. Her responsibilities include developing and implementing external communications plans and
issues management strategies; serving as a corporate liaison for communications colleagues in affiliate countries; and
managing U.S. and international public relations agencies.
Prior to Lilly, Sonja was a team leader and account manager at Indianapolis’ Hetrick Communications for seven years,
representing health care, professional services, education and consumer products clients.
Before moving to Indianapolis in 2000, Sonja worked in agency and corporate public relations in New York City for seven years.
She was the manager of public relations for Sara Lee Hosiery, overseeing national communications for the Hanes, Donna Karan
and DKNY hosiery brands. Sonja also was an account supervisor at DeVries Public Relations, representing numerous consumer
products, including Procter & Gamble, Nabisco and Nestle brands.
An active member of PRSA, Sonja currently serves on the PRSA Health Academy Executive Committee and the PRSA Hoosier
Chapter Board of Directors. She is a past President of the PRSA Hoosier Chapter and a former PRSSA National Professional
Adviser.
Sonja graduated magna cum laude from Ball State University with a bachelor’s degree in journalism/public relations and
minors in marketing and German. She is Accredited in Public Relations (APR) by the PRSA-affiliated Universal Accreditation
Board. Her programs have received numerous awards, including the 2002 PRSA Silver Anvil Award, the PR industry’s highest
national honor.
Section D: Authorization
1. Please consider me a candidate for the position(s) checked below for which I meet the criteria:
Director, East Central District (2-year term)
Director, Mid-Atlantic District (2-year term)
Director, Northeast District (2-year term)
Director, Tri-State District (2-year term)
Director, Western District (2-year term)
Director-at-Large (2-year term)
If you are requesting to be considered for a District Director position, would you also be willing to serve in
an At-Large Director position if asked to do so by the Nominating Committee?
Yes
No
I have received and read the duties and responsibilities of the position checked above and will agree to
expend the time and money required to serve if I am nominated by the Committee and elected by the
Assembly on October 13, 2012.
Date June 11, 2012
Signature
(Signature required. If you do not have an electronic signature, please write your name on a separate piece of paper and e-mail, fax
or mail a hard copy to the Nominating Committee, PRSA, 33 Maiden Lane, 11th Floor, New York, NY 10038. Fax: 212-460-5900.
E-mail nomcomm@prsa.org. PRSA staff will insert it in your application.
Position Statement: Part I
Please limit your response to 500 words. Any portion of your response in excess of 500 words will not be
shared with the Nominating Committee and will not be posted on the PRSA website.
Each member of the PRSA Board of Directors serves as a liaison of the Board
with other working committees made up of volunteers. How do you define the
role of liaison and what do you believe are the most important considerations
in this role?
In the context of PRSA, I see the role of liaison as being one of support, encouragement, information and counsel. The board
liaison is not there to direct the work of the committee, but rather to serve as a resource as needed and to ensure the
committee's goals and work are in alignment with PRSA's overall strategic plan.
The board liaison can serve a very important role of providing a broader, bigger-picture context for individual committees that are
working in a very focused area. I see three important touch points for the board liaison -- at the beginning of the committee's
work, in the middle and at the end. At the beginning, the liaison can help ensure the committee's plan is on strategy. While
committee work is underway, the board liaison should get progress updates and assist with any roadblocks. At the end, the liaison
can help ensure results are reported appropriately and a plan of action for any next steps is appropriately defined.
I have witnessed first-hand the role of PRSA board liaisons during my two-year term as the 2010-2012 PRSSA National Professional
Adviser. The PRSA board liaisons to PRSSA have done an excellent job of reporting on national PRSA initiatives, priorities and
issues, answering questions and providing counsel to the PRSSA National Committee as needed, while respecting the leadership
of the PRSSA National Committee.
Position Statement: Part II
Please limit your response to 500 words. Any portion of your response in excess of 500 words will not be
shared with the Nominating Committee and will not be posted on the PRSA website.
Tell us how you've worked as part of a leadership team in a company, organization or
other group; the role you played; and how what you experienced will equip you to
serve as part of the PRSA leadership team.
Currently I am leading a corporate-wide social media strategy project at my company that is co-sponsored by my department
(Global Business Communications) and the Corporate Communications department. It involves leading a cross-functional core
team of nearly 20 members representing Communications, Government Affairs, Customer Engagement, Customer Innovation,
Market Research, Corporate Ethics & Compliance, Regulatory, Legal, Privacy, IT and eCapabilities. Team members are based in
multiple locations, including corporate headquarters in Indianapolis, as well as offices in Washington, D.C. and Europe. Everyone
on the team has a "day job" and this project is an added commitment to already-busy schedules. It is much like working with PRSA
volunteers -- leading without authority, with team members who have other "day jobs" that are their priorities. We are
accomplishing our goals by having a clear-cut mission, key deliverables along the way, core team meetings to get input and
alignment at specific time points, and regular email updates on project progress.
Previously I have held leadership positions on the PR agency side, including at Hetrick Communications, where I served on the
agency's management team and led one of the agency's three account teams, and at DeVries Public Relations, where I supervised
account teams.
My PR association leadership experience began early in my college career, culminating with a national role serving on the 1992-93
PRSSA National Committee as the East Central District Director. I have continued with PRSA leadership at the national and local
levels, including serving as President of the 400-member Hoosier PRSA chapter, one of the largest and most active PRSA chapters
in the country. As President of the PRSA Hoosier chapter in 2008, I led a board and committee roster of more than 40 volunteers. I
know first-hand what's involved to rally volunteers and encourage and reward good service. Regular and positive communication
is key, along with having a solid strategic plan and foundation. I remain an active member of the PRSA Hoosier chapter Board of
Directors and serve as senior counsel, offering historical and current perspective and insights to help the chapter continue to grow
and thrive.
Currently I serve in a national section leadership position on the PRSA Health Academy Executive Committee. In this position, I
have gained a deeper appreciation of the importance of having a good working relationship with PRSA headquarters staff and
working with fellow volunteers from across the country.
Overall, to be a part of a leadership team in any setting requires the ability to collaborate effectively, understand and respect
different perspectives and opinions, and agree to an overall mission, strategy and plan.
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that may arise during your prospective term of office that might reflect adversely on the profession or the
Society? If yes, please provide details. Any information you provide will only be seen by the Nominating
Committee, and will not be divulged to any other member of PRSA, staff member of PRSA or the public.
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personal
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Candidate Attestation
I attest that, to the best of my knowledge, the information contained in this application is true and accurate
and contains no significant omissions. I understand that the details of the deliberations and votes about any
specific candidate or office in the PRSA nominating process are confidential, and I pledge to maintain that
confidentiality. I acknowledge that submitting an application with inaccuracies or omissions, revealing
confidential information known by me, or repeating confidential information provided by others, is a breach
of the PRSA Member Code of Ethics. In addition, I acknowledge that if such a breach occurs, the Nominating
Committee may refuse to consider my candidacy.
Date June 11, 2012
Signature
(Signature required. If you do not have an electronic signature, please write your name on a separate piece of paper and
e-mail, fax or mail a hard copy to the Nominating Committee, PRSA, 33 Maiden Lane, 11th Floor, New York, NY 10038. Fax:
212-460-5900. E-mail nomcomm@prsa.org. PRSA staff will insert it in your application.
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DEADLINE IS MONDAY, JUNE 11, 2012, AT 5:00 P.M.
(In the time zone in which the candidate resides)
When you submit your application electronically,
you will receive an automated e-mail confirmation within the hour.
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