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Member Spotlight: Jamie Frumusa & Patty Corvaia

In this member spotlight, we’re highlighting an APR dynamic duo: Jamie Frumusa, APR, Public Relations Director at Tipping Point Communications and Patty Corvaia, APR, Internal Communications Manager, Highland Hospital. These two professionals are co-chairs of the Rochester APR Committee and active members of the PRSA community. Learn more below!

How long have you been involved in PRSA Rochester?

• Jamie: Before starting my career here in Rochester, I was a member of PRSA Atlanta, and throughout college, I was a member of PRSSA. I have also been a member of PRSA Buffalo Niagara Chapter for the past several years. Here in Rochester, I’ve been a member since 2011 and have held various committee positions including Programming and PRisms. Patty and I have co-chaired the APR Committee together for the past four years. It’s been an exciting and rewarding journey to help fellow chapter members achieve their accreditation and learn new skills that will advance their careers.
• Patty: I have been a member since 2003. I earned my APR in 2009. I have volunteered in a variety of ways in past years, such as judging PRism entries and participating in APR panel presentations. I was honored to be asked to be the Rochester APR co-chair with Jamie.

Describe your role in the APR program for the Rochester PRSA. How long have you been serving this role?

• Jamie and Patty have been co-chairs since 2016.
• As co-chairs, we work together to promote the accreditation to public relations professionals in our community, we meet with those interested in earning the accreditation, and we guide them through the process.  This includes hosting information sessions, reviewing applications when asked, and scheduling panel presentations. As chairs of a sub-committee, we are not board members of PRSA Rochester, but we are a part of the board. We have ongoing communications with the national PRSA team regarding any changes that could occur in the accreditation process, any concerns local candidates and APRs may have, and any other APR-related issues that may arise. Throughout our time as co-chairs, we have worked to enhance awareness about APR and its benefits among chapter members. Another goal of ours is to engage current APRs with special rate offers, recognition during events and speaking opportunities. Additionally, we recently designed an APR Starter Program that we hope to offer annually to members interested in accreditation.

What motivated you to apply for your APR accreditation?

• Jamie: The reason I was so interested in creating a group-style APR program is because my study group was so helpful. Having others around you going through the same process keeps you motivated on the journey (which isn’t an easy one). My mentor Barbara Pierce, APR, always spoke highly of the process and encouraged me to seek out accreditation to learn more about the industry and hone my skills. I am so grateful to her for pushing me to get my APR, because it completely changed the way I approach all aspects of my craft.
• Patty: My mentor and former supervisor, Maryalice Keller, told me about APR and encouraged me to earn my accreditation. She was (and is) someone I look up to.  Her support throughout the process was exceptional and so vital to me being successful.

Since receiving your APR, how have you implemented your learnings into your professional career?

• Jamie: In every possible way! The two most meaningful takeaways from the process for me:
  1. Driving home the importance of ethics in everything we do as PR professionals. Ethics is 13% of the APR exam, and since earning my accreditation I have learned to look at all situations through this lens.
  2. Learning to be more strategic in setting goals and objectives (33% of the exam). Before starting a project, we should always take in the bigger picture because it isn’t enough to just execute tactics. Having a clear understanding of why, with research to back it up, a firm grasp on how it all fits into broader business goals and knowing how to appropriately measure success are key.
• Patty: Too many to count. I started my career in journalism. I counted on my “gut” to guide me in my early years. Going through the APR process helped me understand the science and the principles behind our profession, why we do what we do.

How, if at all, has earning your APR accreditation helped you during this global pandemic? 

• Jamie: Tipping Point Communications specializes in crisis communications and issues management. These past few months have been an intense time for this niche practice, but I am so proud and honored for the opportunity to help companies do the right thing and be a light in all this darkness. Crisis Communications strategy is 13% of the APR exam, and through the process and reading case studies in the APR Study Guide, I learned that transparent, honest and people-first communication is critical and that there isn’t a one-size-fits-all approach. You sometimes must make a choice that isn’t black and white, wrong or right, but the best solution for those involved at the time.
• Patty: Every day! I work at a hospital. There is no plan for something like this, but there are principles and case studies that have certainly helped. What I learned going through the APR process shapes every action. The APR process is not the only part that is valuable. Maintaining the accreditation for many of us requires continuing education. Keeping up to date with trends in our industry is important, too! 

What advice would you share to fellow PR and communications pros who are considering applying for an APR?

• Make sure it is the right time for you. You may be at a point in your career that you’re ready for the journey. Make sure you have the time to dedicate to it! It does require studying and preparation. If you have a mentor, see if they can be of support. For some, now might be a great time to work on earning your accreditation. While at home, you can put together your portfolio and review the APR Study Guide materials available for free online. Call us! We are here to help!