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Member Spotlight: Amanda Puleo

In this member spotlight, we're pleased to shine a light on Amanda Puleo, Director At-Large/Diversity on the PRSA Rochester Board of Directors. When not volunteering her time with PRSA Rochester, Amanda serves as the Senior Public Relations Coordinator at Wegmans Food Markets.

Let's learn more about her in the interview below, including ways PR practitioners can lead by example in their diversity, equity and inclusion efforts as well as a preview of this year's The Pitch program for undergraduate students, presented in partnership between PRSA Rochester's Diversity and Young Professionals Committees. 

Tell us about your current role as the Senior Public Relations Coordinator at Wegmans.

In my current role at Wegmans, I get to tell the stories of our people, our products, and our community. In addition to writing articles each month for our online newsroom, I record regular episodes of our Beyond the Aisle podcast that is attached to many of these stories to dig deeper on a given topic.

As a member of the PR team, I also work closely with media in all our markets, especially in areas where we are opening new stores. Most recently we opened a store in Manhattan at Astor Place, and I coordinated the tours, interviews, and media coverage for the opening. I even had the opportunity to work with media from Japan regarding bringing in fresh seafood from Japan for the store. 

What initially led you into the field of PR?

I’m a people person. I went to college for communication with a concentration in telecommunication with the goal of becoming a television news producer. After several years in that role at a local TV station, I decided to pursue a career focused on telling positive stories and building relationships. In 2008 I transitioned from journalism to school PR and worked in school PR until I joined Wegmans in August of 2022. 

How did you first get involved in the PRSA Rochester chapter and what did you take away from that experience?

My first real experience with PRSA Rochester was about two years ago when I joined a Coffee and Conversations session regarding equity and inclusion. At that time, I was a member of the National School Public Relations Society of America and had an amazing network of PR professionals. Coffee and Conversations opened me up to the amazing network of PR professionals here in Rochester and I was determined to become more connected locally. 

I joined the Diversity committee shortly after that session and then officially joined PRSA and PRSA Rochester last summer after leaving school PR and joining Wegmans. 

Tell us more about your role on the DEI committee and the board of directors.

In my former role I was a DEI leader and presenter, working with staff and students to educate ourselves and others on implicit bias, inclusive language, and acceptance of and respect for each other’s differences. It is important to me to identify my own biases, educate myself on topics that impact others, and recognize and use my privilege to make change in our community. 

I am always looking for ways to be inclusive and provide space for everyone’s voice and experiences to be shared. Taking on this role felt like a natural step in my personal and professional growth as well as an opportunity to encourage others to step out of their comfort zones and become comfortable in being uncomfortable for the purpose of growth and inclusion. 

As the chair of the Diversity committee, I am tasked with planning and coordinating professional learning opportunities related to diversity, equity, inclusion, and belonging for our members and other PR professionals in our area. I am focused on providing safe spaces and opportunities where we as professional can learn and grow to become the change leaders and equity and inclusion champions our organizations need. 

For the month of October, PRSA observes Diversity & Inclusion. Why do you think it is important for companies, especially in PR, to center their efforts on Diversity, Equity, and Inclusion?

As PR professionals, we have a responsibility to represent our clients and their audiences in a way that is inclusive and respectful. This means understanding the diversity of our communities and finding ways to connect with them on a meaningful level.

When we create a workplace where everyone feels valued and heard, we are better equipped to do our jobs effectively. This leads to a more positive work environment for everyone and better outcomes for the company. We are also more likely to attract and retain top talent, which is essential for success in any industry. 

Here are some specific ways that PR professionals can lead by example in promoting diversity of thought and experience:

• Hire and promote a diverse workforce. This means looking for candidates from a variety of backgrounds, including race, ethnicity, gender, sexual orientation, age, and disability. It also means creating a workplace culture where everyone feels comfortable sharing their unique perspectives.

• Tell diverse stories. When developing PR campaigns, make sure to include stories and perspectives from a variety of people. This will help to raise awareness of important issues and build relationships with diverse audiences.

• Partner with diverse organizations. When looking for partners for PR campaigns, consider working with organizations that are led by and serve people of color, women, and other marginalized groups. This is a great way to amplify their voices and reach new audiences.

• Be an ally. Speak out against injustice and discrimination. Use your platform to advocate for diversity and inclusion in the workplace and beyond.

• By taking these steps, PR professionals can play a leading role in creating a more inclusive and equitable society.

What is The Pitch program and how can students get involved?*

The Pitch program is a one-day, immersive public relations experience that provides local college and university students with a taste of what it is like to work at a PR agency and pitch ideas to a client. 

Each year, we select a local non-profit organization to be the “client” for the day and they present the students with an upcoming event or program that would benefit from PR support. Students are then randomly grouped into “agencies” and work together to create a communication plan they can pitch to the “client.” 

Regardless of which “agency” gets the account, every student walks away with experience and a portfolio and the non-profit has an abundance of ideas they can use to promote their event or program.

P.S. We are still looking for professionals to act as coaches throughout the day Sunday, November 12, or as a judge at the end of the day when students are sharing their pitches. Please reach out to me for more information.

Student registration is still open: PRSA Rochester - The Pitch Program

When you think of fall in New York, what comes to mind and what’s your favorite fall activity? 

To me, fall means hoodies and hot apple cider. I love bundling up with my kids and having a little bonfire on our back patio, sipping cider or hot chocolate, and planning for the holidays. Taking my boys (ages 12,11, 7, and 3) trick-or-treating and apple-picking is also something I am looking forward to. 

*The Pitch has been postponed to spring 2024. Check here for more information as program details are finalized.