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Spotlight on PRSA Rochester's 2022 PRism Special Award Winners

In this special iteration of our "Member Spotlight" section, we're pleased to shine a light on our chapter's 2022 PRism special award recipients: Jherell Drain, Arhlene Flowers and Faheem Masood. Learn more about this year's honorees in the Q&A below. 

2022 PRSA Rochester Chapter Rising Star Award Recipient: Jherell Drain, Senior Communications Associate, URMC Communications

Personally and/or professionally, what does being named the 2022 Rising Star mean to you?

There's a quote from actress/writer/genius Mindy Kaling that I've always loved: "Work hard, know your stuff, show your stuff, and then feel entitled." For me, being named the 2022 Rising Star shows that the hard work and dedication that I've put into my career thus far haven't gone unnoticed. It’s truly an honor to be recognized by my colleagues and peers, many of whom have inspired me and showed me what being a top-tier PR pro looks like. However, earning this recognition doesn't mean my work is done—this star is still rising! 

What do you love most about the public relations profession?

When I'm providing communications support to a new team at my job (URMC), I often remind folks upfront that communication—in its simplest form—is ubiquitous. It's a part of everything we do. From sending emails, to simply talking to someone, and everything in between. PR professionals take it many steps further by applying strategy, storytelling and, of course, some flair, that can transform otherwise simple communication into opportunities to persuade, inspire and inform audiences. We turn communications into art, and that's what I love about this profession.

If you could share a piece of advice with other young professionals, what would it be?

When you think you've learned enough, go learn some more. Maybe it's the nerd in me, but I've always had an insatiable appetite for learning, especially when it comes to my profession. For example, I've recently been diving deep into the evolution of language in regards to health equity. Words and phrases that were deemed appropriate not too long ago are now being viewed with a sharper lens to promote equity-focused and person-first language. Part of my current job involves writing about the lived experiences of patients, including those from communities that have been historically marginalized or made vulnerable, so continuing to learn how to use an equity lens within my work has been eye-opening. (Pro tip: If you're interested in learning more about equity-focused language, check out this guide developed by the American Medical Association and the Association of American Medical Colleges.)

What are you most looking forward to achieving or working towards in the next phase of your career?

In this next phase, I'm looking forward to more—more learning, more experiences, more opportunities to rise. 

If you were to describe your career or professional life in one word, what would it be?

Thriving.

2022 Inaugural PRSA Rochester Chapter Educator of the Year Award Recipient: Arhlene Flowers, Professor, Integrated Marketing Communications, Ithaca College

Personally and/or professionally, what does being named the 2022 Educator of the Year mean to you?

Professionally, I am deeply honored to receive acknowledgment by talented peers. I want to thank the Rochester PRSA Chapter for granting me the inaugural 2022 Educator of the Year award. Personally, I feel validated that my transition from a public relations professional to a public relations professor was the right move for me. I have found teaching to be both rejuvenating and rewarding.

Describe your journey to becoming an educator. What led you to your position at Ithaca College and what do you love most about your role or teaching?

Before joining Ithaca College in 2006, I held management positions at PR agencies and corporate marketing departments in New York City and Toronto. One of my most rewarding accomplishments as a professional was serving as a mentor and creating educational workshops for interns, agency staff, and in-house PR directors. Based on these experiences, I was convinced that I wanted to teach college students as the next stage of my career. My vision to help guide the new generation of communicators became a reality when I joined the faculty at Ithaca College.

I love teaching. Nothing is more special to me than the “aha” moments when students grasp concepts and when they receive kudos for their accomplishments. I find these experiences so satisfying. Knowing the reality of teaching almost two decades later, would I do it again? Absolutely! The rewards are priceless to see students learn and alumni flourish.

Do you have a favorite memory from your time as an educator thus far?

One of my proudest teaching accomplishments so far was creating a new course, Global, Intercultural, & Multicultural Public Relations, which has been well received by students. This course provides students with an understanding of real-world public relations techniques and viewpoints from scholars and professionals vital to developing effective and ethical communication campaigns targeted to diverse multicultural publics in the U.S. and international audiences. In addition, the course focuses on examining anti-discriminatory and human rights campaigns and gaining intercultural communication skills in conducting business in the public relations field.

As one student wrote in a reflective essay about the course: “Learning about multiculturalism, intercultural communications, and globalization has influenced me in many ways that I could have never imagined. Getting to know more about cultural differences and diversity worldwide has opened my eyes to the beauty of unfamiliar cultures and has made me a less ethnocentric person. I am now more accepting of other cultures and look forward to getting to work with diverse cultures on a regular basis.”

What skills do you believe are most important for aspiring communications professionals to develop throughout their undergraduate career? Any specific advice you’d share with the next generation of communications professionals?

Throughout college, students should understand the evolving and dynamic field of public relations, as well as learn practical applications, critical-thinking skills, and theoretical concepts within the public relations discipline. Gaining hands-on experience through real-world class projects and public relations internships is highly desirable. Students should consider creating electronic portfolios to showcase examples of their best classwork and internship work; accentuate leadership and engagement through extracurriculars, sports, or volunteer work; and highlight their personality, strengths, and hard and soft skills. I also would encourage students to become active with their Public Relations Student Society of America chapters, which offer valuable workshops and networking opportunities, and join PRSA when they graduate. Don’t forget to stay in touch with connections, alumni, and professors who can be of help as your careers progress.

If you were to describe your career or professional life in one word, what would it be?

Gratifying!

2022 PRSA Rochester Chapter Executive of the Year Award Recipient: Faheem Masood, President and CEO, ESL Federal Credit Union

Personally and/or professionally, what does being named the 2022 Executive of the Year mean to you?

This is really a recognition of our communications teams at ESL. I wouldn’t be able to do my job without my colleagues, who work hard day in and day out to make sure our communications live up to our purpose, mission, and core values. The work of our Corporate Communications, Employee Communications and Marketing Communications teams ensure we are best serving our stakeholders, be it employees, our members, or the larger community. 

Why do you believe the practice of public relations is valuable or essential to businesses today?

Clear, accurate, authentic, and easy to understand communications are critical for any organization to be successful. Organizations’ stakeholders need to know about the work and initiatives taking place that directly impact them, and public relations plays a critical role in strategy and message development and distribution and dissemination of those necessary communications.

Is there any advice you would give to executives who may not have yet embraced the integration of public relations as a business tool?

Not only is public relations important for messaging development and dissemination, but they also play a vital role in monitoring and understanding various issues that could impact the organization. By not embracing the integration of public relations as a business tool, executives are putting their organizations at risk. They’re at risk of not being aware of issues and events that could impact them, they’re at risk of not having high-quality communications with stakeholders such as employees and customers, and they’re at risk at missing out on opportunities to expand awareness of their organizations and the products and/or services they provide. All of these are critical for organizations to be successful in today’s business environment. 

As President and CEO of ESL Federal Credit Union, how has public relations personally helped you effectively communicate your mission and/or vision for the organization?

At ESL, we know and understand our purpose and mission well and much of that is due to the excellent work of our communication teams. When ESL colleagues come together to talk about our work, goals, and the impact on our customers, our communications allow us to do so from a common place of understanding. It makes it much easier to effectively communicate our message, both internally and externally, and ensure our purpose and mission come across to all our stakeholders. 

If you were to describe your career or professional life in one word, what would it be?

Fulfilling.