KATCHER VAUGHN & BAILEY Public Relations
WHO WE ARE We are specialists in public relations. That means we have to be excellent communicators. And even better listeners. We have to possess deep knowledge of the industries in which our clients work. Like health care and civic growth and development. Even more, we have to be quick and eager learners. WHAT OUR CLIENTS SAY ABOUT US IS INHERENTLY MORE RELEVANT THAN ANYTHING WE SAY ABOUT OURSELVES: “They’re smart.” “They’re approachable and easy to work with.” “They get results.” “They’re an extension of our own company.” “They can assemble a depth and breadth of expertise on our behalf that we could never bring together in house.” “They care about doing the right thing.” We work hard to earn our good name. After all, that’s our business. We know that, at the end of every day, your reputation is the only thing you can truly call your own.
KATCHER VAUGHN & BAILEY Public Relations
Who We Are
WHY YOU CAN EXPECT THE WORLD FROM US We’re the Nashville-area WORLDCOM Public Relations Group partner, the world’s leading network of independently owned public relations counseling firms. As many of our clients who have reaped the benefits of that affiliation can attest, it’s not mere window dressing. Through WORLDCOM, we have professionals on the ground — professionals who know the local environment — in more than 110 partner offices in 42 countries. We have on-demand access to intelligence, expertise and execution that give you a powerful local advantage, worldwide. It’s a cost-effective way to extend your reach dramatically. Without overextending your resources.
KATCHER VAUGHN & BAILEY Public Relations
HOW WE WORK The pyramid is the most perfectly aligned of all geometric structures. For that reason, it is the model for our business. We work to align the interests of our clients with those of the various audiences with whom they interact—and, simultaneously, with those of our firm. We know that when interests are closely aligned, lasting, trusting relationships are built.
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And from such relationships comes meaningful, enduring success.
BUILDING RELATIONSHIPS
ALIGNING INTERESTS
KATCHER VAUGHN & BAILEY Public Relations
How We Work
CREATING ALIGNMENT FOR OUR CLIENTS We begin each assignment and every client relationship by asking questions. What are your business goals? What do you seek to accomplish? How will you define success? Which people—internal, external, or in a particular market—will affect your business the most? Helping you answer these questions enables us to ask more focused, strategic ones. Once we understand your goals, we develop strategies that are attuned to them. After defining the audiences, we explore ways to find common ground between you and them. When we determine those places of alignment—or work to create them—we can help your audiences understand you through the prism of common interests. In conveying your point of view in ways that are believable, honest and direct, we work hard to earn trust and credibility with your publics. And in building relationships based on mutual trust and respect, we help you succeed. Our clients tell us they rely on us because of our industry experience and our track record. But, even more, they tell us they choose KVBPR because they like the way we
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think.
BUILDING RELATIONSHIPS
ALIGNING INTERESTS
KATCHER VAUGHN & BAILEY Public Relations
How We Work
BUILDING THE PYRAMID WITH OUR CLIENTS The perfectly aligned pyramid also applies to our approach to cultivating relationships with our clients. We recognize and seek to build upon one overriding common interest: Our success as a company ultimately hinges on how much we contribute to your success. We understand that our clients entrust us with one of their most valuable assets— their reputation. We serve clients most effectively when trust is earned so thoroughly that we are among the first calls they make for reliable counsel. The highest compliment a client can pay us is to view our team as seamless to their organization.
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We work very hard to earn that accolade from every single client.
BUILDING RELATIONSHIPS
ALIGNING INTERESTS
KATCHER VAUGHN & BAILEY Public Relations
WHERE WE WORK Our people have experience in a broad range of business segments. They’ve worked with—and in—a variety of fields. But we’re also specialists. And we focus a great deal of our work on two areas of the business world where the majority of our clients are concentrated: HEALTH CARE CIVIC GROWTH AND DEVELOPMENT You can read more about our expertise in these areas on the following pages. We know that focusing our efforts builds depth of expertise that benefits those we serve. As a firm, we don’t aim to be all things to all people. Instead, we aspire to be everything that a select group of clients need in a public relations partner.
KATCHER VAUGHN & BAILEY Public Relations
Where We Work
HEALTH CARE The thump-thump-thump heard around town isn’t the drumbeat of Nashville’s music industry. It’s the healthy heartbeat of the nation’s entrepreneurial health care capital. We’re a big part of that. And we have an inside perspective on the field through our long experience working with health care companies and providers. In fact, we have a singular understanding of the special challenges (and opportunities) presented by health care communications in an environment of ever-changing regulation; rising costs; and intense public policy debates over health care economics and delivery of care. Our experience runs the gamut including hospitals, health care finance, trade associations, health care technology, managed care and insurance and disease management companies. Our firm has handled a range of needs for clients, including: STRATEGICALLY PLANNING PRODUCT AND SERVICE MARKETING MEDIA RELATIONS BUSINESS DEVELOPMENT PROFESSIONAL RECRUITING GRASSROOTS ADVOCACY CAMPAIGNS CRISIS PLANNING AND MANAGEMENT CORPORATE SOCIAL RESPONSIBILITY INTERNAL COMMUNICATIONS
KATCHER VAUGHN & BAILEY Public Relations
Where We Work
O’Dwyer’s PR Report ranks KVBPR among the top 40 health care public relations firms in the United States. We’re more proud of the trust we’ve gained from clients in one of America’s most dynamic fields. HEALTH CARE CLIENTS HAVE INCLUDED:
Aegis Sciences Corporation
Nashville Health Care Council
Attentus Healthcare Company
National Independent Pharmacy Coalition
Baptist Hospital
Passport Health Communications
The Blakeford at Green Hills
Pathology Consultants of America
BlueCross BlueShield of Tennessee
Pfizer, Inc.
CareSouth Home Health Services, Inc.
PhRMA
Censis Technologies, Inc.
Province Healthcare
Covation
Quorum Health Services
Curative Health Services
Renal Advantage Inc.
Evolved (formerly Inphact)
Renal Care Group
Gemino Healthcare Finance
SeniorMetrix
Hospital Alliance of Tennessee
Shared Health
HealthLeaders
Tennessee Medical Association
Juvenile Diabetes Research Foundation
TransHealth
(Middle Tennessee Chapter) Maury Regional Medical Center
Wellness LLC Williamson Medical Center
KATCHER VAUGHN & BAILEY Public Relations
Where We Work
CIVIC GROW TH AND DEVELOPMENT Growth is not as simple as it was in the past. Because planned, managed, smart growth is important to every community, so are the questions that inevitably accompany it. Where to grow? What types of developments to allow? Who pays for infrastructure improvements? Who benefits? Is it sustainable? We guide clients and communities through those questions, and others, in ways that seek common ground and bring people together. Under our proven approach to successful development, we assess the community environment, then craft strategies to identify and engage local advocates. We develop plans of action for all phases of the project. Most important, we do everything in a way that helps create relationships of trust between developers and the community. We do it because development is not a short-term proposition. And trust is the best assurance of long-term success. CIVIC GROWTH AND DEVELOPMENT CLIENTS HAVE INCLUDED:
Boyle Investment Company Crescent Resources, LLC Cumberland Advisors – Gateway Village LandDesign The Land Trust for Tennessee Legends Ridge Ragan Smith – City of Murfreesboro Gateway
Shopping Center Developers – Nashville Commons at Skyline Southeast Venture, LLC Southern Land Company – Westhaven Smith Seckman Reid, Inc. Thomas Miller and Partners Village Real Estate Services
KATCHER VAUGHN & BAILEY Public Relations
Where We Work
BUSINESS-TO-BUSINESS The old song “As Time Goes By” is right: The fundamental things really do apply. The business-to-business environment is a different animal from consumer media relations or public issues management. Business decision-makers are much harder to reach. But we begin with the same critical questions, whether we’re seeking to reach Main Street or the C suite. Who are we targeting? What motivates them? How can we impact our client’s business? By asking (and answering) all of these questions, we can find ways to make direct contact with our client’s business audience and structure relationships based on aligned interests—the foundation for success. Even when you’re talking to a corporate CEO—perhaps we should say even MORE when you’re talking to the CEO—the fundamental things apply.
KATCHER VAUGHN & BAILEY Public Relations
Where We Work
CORPORATE SOCIAL RESPONSIBILIT Y Now more than ever, companies must understand the vital importance of social responsibility. It strengthens their reputations and builds a reservoir of goodwill that serves them well during times of crisis. And it’s the right thing to do. We help clients recognize, however, that social responsibility only BEGINS with volunteerism and philanthropy. We lead them through a practical, systematic approach to strategic social responsibility (CSR). We research and evaluate opportunities. We align clients with organizations that share complementary missions or goals. We strengthen alliances. And we carefully assess the impact of CSR programs on our clients’ principal stakeholders in business, their communities and the public policy environment.
KATCHER VAUGHN & BAILEY Public Relations
Where We Work
CRISIS MANAGEMENT Organizations are comprised of people. Inevitably, even the best people sometimes make mistakes. Or, are affected by the mistakes of others. With smart, careful planning and effective management, however, mistakes can be mitigated. As a critical component of a comprehensive public relations program, we counsel with senior management to develop an effective crisis communications plan BEFORE a smoldering crisis ignites. We expect—and prepare for—the unexpected. When a crisis does hit, our team moves quickly to engage the plan and contain the problem. Our planning includes: IDENTIFYING POTENTIAL CRISIS SITUATIONS AND DEVELOPING RESPONSES DESIGNATING AN ASSESSMENT AND RESPONSE TEAM DEFINING AN EFFECTIVE STRUCTURE FOR DECISION-MAKING ESTABLISHING PROTOCOLS FOR HANDLING MEDIA INQUIRIES COMMUNICATING WITH INTERNAL AND EXTERNAL AUDIENCES We know one other important fact about crises: They usually contain opportunities. We look for them—and help you make the most of their potential.
KATCHER VAUGHN & BAILEY Public Relations
Where We Work
PUBLIC AFFAIRS/ISSUES MANAGEMENT Government regulation and scrutiny are facts of life for companies today. We can’t change that. But we help clients find and communicate winning positions on issues with public-policy implications. Drawing on our knowledge of the business of government, we activate advocates to educate lawmakers about our clients’ positions on the issues. Our grassroots campaigns are strategic, targeted and designed to achieve results. Among the components of our campaigns: RESEARCH MESSAGE DEVELOPMENT EDUCATION AND COMMUNITY INFORMATION PROGRAMS MOBILIZATION OF ALLIES AND ACTIVISTS WITHIN ORGANIZATIONS MEDIA RELATIONS RAPID-RESPONSE CRISIS MANAGEMENT Presenting issues is not “spin” (a word you’ll never hear us use to describe our work). Instead, we present your side straightforwardly, honestly, credibly, in a way that serves both your immediate needs and your long-term interests.
KATCHER VAUGHN & BAILEY Public Relations
Where We Work
MEDIA REL ATIONS We disagree with Marshall McLuhan: The medium is NOT the message (at least not always). But the media are perhaps the most powerful deliverer of your message. For that reason, your overall reputation is only as strong as your relations with the media. We begin our work by separating the medium from the message. First, we develop and prioritize your messages. Then we determine which media offer the best opportunities for bringing those messages to the audiences you most need to reach. And then we build relationships with them on your behalf. Specifically, our media relations efforts include: TRAINING SPOKESPEOPLE TO UNDERSTAND HOW THE MEDIA THINK AND HOW TO HANDLE MEDIA ENCOUNTERS EFFECTIVELY IDENTIFYING THE MOST APPROPRIATE TRADE, CONSUMER OR BUSINESS MEDIA CREATING THE MOST APPROPRIATE MATERIALS TO PIQUE— AND PEAK—MEDIA INTEREST BUILDING RELATIONSHIPS WITH REPORTERS/EDITORS ON BEHALF OF OUR CLIENT
KATCHER VAUGHN & BAILEY Public Relations
WHO WE SERVE We currently put our talents and expertise to work on behalf of the following clients:
Aegis Sciences Corporation
The Nashville Shakespeare Festival
American Hometown Publishing
Nashville Symphony
The Blakeford at Green Hills
Pfizer, Inc.
BlueCross BlueShield of Tennessee
Smith Seckman Reid, Inc.
Comcast
Stites & Harbison PLLC
First Tennessee
Tennessee Medical Association
Hospital Alliance of Tennessee
Thomas Miller and Partners
The Land Trust for Tennessee
Village Real Estate Services
Nashville Health Care Council
KATCHER VAUGHN & BAILEY Public Relations
Here’s Our Work
CASE STUDY
Keeping Employees Informed BlueCross BlueShield of Tennessee - Daily eclips Challenge: To produce a readable and informative electronic newsletter that saves BlueCross BlueShield of Tennessee management time from reviewing multiple sources for pertinent news To inform BlueCross’ executive team and management across Tennessee about news that could impact the company and the market it serves by monitoring local, regional and national media outlets To compile summaries and hyperlinks to at least five appropriate stories per issue and have it delivered daily by 11 a.m. EST Strategy and Action: KVBPR reviews more than 30 online media outlets daily for potential stories and gathers summaries on news stories with corresponding hyperlinks to full text media stories. Working closely with BlueCross’ communications department, KVBPR determines what topics are most relevant. The newsletter is researched, edited, produced and delivered to BlueCross every weekday morning by 11 a.m. EST. Results: Each year, KVBPR delivers more than 800 articles to BlueCross via Daily eclips. In a readership survey, 93.1 percent of recipients rated the readability of Daily eclips as either good or excellent and 95.1 percent rated the content of Daily eclips as either good or excellent. Ron Harr, senior vice president of BlueCross, says Daily eclips is “one of the most effective things we’ve done in the area of internal communications.”
KATCHER VAUGHN & BAILEY Public Relations
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CASE STUDY
Real Winners Compete Drug-Free BCBST Healthy Competition Challenge: Measure the current scope of the performance-enhancing drug (PED) problem in Tennessee by surveying coaches about PED knowledge and perceived PED use by young athletes Integrate Healthy Competition messaging into existing BlueCross BlueShield of Tennessee sponsorships with a teen audience Create a vehicle for ongoing communication with coaches about the BlueCross Healthy Competition program
Strategy and Action: A recent BlueCross survey of Tennessee Secondary School Athletic Association (TSSAA) high school coaches revealed that 55 percent had coached an athlete they believe used PEDS and 100 percent ranked PED education as very important. To educate Tennesseans about this pressing issue, KVBPR, BlueCross and the TSSAA teamed up for BlueCross Healthy Competition. To add credibility to the program, a strategic partnership evolved with Tennessee Titans Head Coach Jeff Fisher, who lends his image to program materials. Each year, BlueCross distributes program materials to high school coaches and administrators to assist with parent and student education. Also, BlueCross regularly presents program information at the University of Tennessee Coaching Clinic and NFL/NFF Jeff Fisher Coaching Clinic. To further promote the program, BlueCross Healthy Competition messaging is incorporated into all BlueCross Bowl and BlueCross Spring Fling sponsorship materials.
Results: BlueCross Healthy Competition is now in its fourth year of implementation. Each year, the BlueCross Bowl and BlueCross Spring Fling expose 95,000 spectators and 6,100 high school athletes to the BlueCross Healthy Competition program. The BlueCross Bowl Division I television broadcast numbers expose nearly 400,000 additional viewers to the initiative. To foster ongoing communication with Tennessee high schools, BlueCross and KVBPR created Healthy Competition Highlights, a monthly newsletter distributed by email and fax to all athletic directors.
KATCHER VAUGHN & BAILEY Public Relations
Here’s Our Work
CASE STUDY
Combating Childhood Obesity BlueCross BlueShield of Tennessee - WalkingWorks for Schools Challenge: Increase awareness of and address the problem of childhood obesity in the state of Tennessee Register at least 250 schools and 100,000 students in the BlueCross WalkingWorks for Schools program Have program participants walk five minutes each day for a period of 12 weeks each semester Measure the impact of the program on physical condition, learning readiness and behavior Strategy and Action: BlueCross BlueShield of Tennessee worked with the Tennessee Association for Health, Physical Education, Recreation and Dance to enroll new participants in BlueCross WalkingWorks for Schools. Information about the program was distributed through newsletters, emails and conferences. Tool kits were also distributed to each school with brochures, posters, student wristbands and pedometers. Finally, KVBPR and BlueCross created an online walking log to allow teachers to record their students’ time. Results: For the 2008-2009 school year, 336 schools and nearly 146,000 students enrolled in the BlueCross WalkingWorks for Schools program. 100 percent of last year’s participants walked for the project minimum of five minutes per day, and more than 75 percent of participants walked more than the project required. Surveys of participating teachers show that 87 percent noticed improvement in classroom behavior and 80.2 percent noticed positive physical changes in their students, such as increased energy and physical endurance.
KATCHER VAUGHN & BAILEY Public Relations
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CASE STUDY
First Tennessee Changes Its Tune in Nashville First Tennessee Bank In 2003, First Tennessee, the largest Tennessee-based financial services company, was No. 1 one in retail banking in every major market – except Nashville. KVBPR joined the First Tennessee team with the goal of doubling it’s banking market share in Middle Tennessee in three years. The plan included an aggressive community involvement and marketing campaign, coupled with a building program.
KVBPR’s role: Identify specific sponsorship opportunities with hundreds of community organizations Negotiate more than 25 ongoing sponsorships with mutual benefits for First Tennessee and the partnering organizations Promote the partnerships to raise visibility for First Tennessee and maximize community investment efforts Advise and conduct management training to maximize individual community involvement and complement corporate efforts
Results: Twenty-five ongoing sponsorships with organizations representing hundreds of thousands of people in Middle Tennessee More than 66.9 million positive media impressions in the region Market share jumped from 6 percent in 2003 to 10 percent at year end 2005
KATCHER VAUGHN & BAILEY Public Relations
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CASE STUDY
First Tennessee Goes Full Throttle with Employee “Race for the Marketplace” Newsletter As First Tennessee’s Middle Tennessee strategic growth plan picked up speed, the company sought an effective vehicle to inform area employees of the bank’s growth activities and accomplishments in their market. First Tennessee retained Katcher Vaughn & Bailey Public Relations (KVBPR) to develop and implement “Race for the Marketplace” a monthly electronic newsletter for the 700 Middle Tennessee employees. It includes updates on ongoing Middle Tennessee expansion efforts, company news, volunteer opportunities, q-and-a articles with bank management and spotlight articles on employees who volunteer in the community.
KVBPR’s role: Develop concept for monthly electronic newsletter to educate and inform a principal target audience about bank activities and programs Create an editorial calendar to ensure consistent coverage across lines of business throughout the organization Assimilate information, draft copy and convert to electronic format for distribution each month
Results: “Race for the Marketplace” e-newsletter has become an important part of employee communications with Middle Tennessee staff members, providing local information that supplements companywide corporate communications from First Tennessee’s Memphis headquarters. Reader’s response is outstanding. A readership survey found that 96 percent regularly read the newsletter and 92 percent ranked it as good, very good or excellent in its effectiveness in helping them understand key initiatives and important happenings in the region.
KATCHER VAUGHN & BAILEY Public Relations
Here’s Our Work
CASE STUDY
Capturing the Market with a New Image for Legends Ridge The Legends Ridge developer had big problems. Homes weren’t selling and Realtor®/ buyer traffic was less than a trickle. How does a developer overcome an inherited negative history and shine a positive light on his development? Reposition the development to target audiences through an integrated marketing campaign.
KVBPR’s role: Review articles and information about the previous developer’s experience and understand why the bad image stuck; conduct focus groups with real estate agents to gauge their perception of the development; gain feedback from home builders to assess competition and review agents’ comments, Develop a program that included advertising, email marketing and direct mail that was based on results of research.
Results: In a 15-week time frame, the campaign resulted in positive business transactions including: 13 houses sold in four months Resale closings occurred on the average of one every two weeks, as compared to one every four months previously Resale prices averaged $25 per square foot higher than previous year Closings on new homes averaged one every 2.5 weeks Five lots sold in 90 days
KATCHER VAUGHN & BAILEY Public Relations
Here’s Our Work
CASE STUDY
Designing a Firm Foundation (and National Recognition) with Media Relations Smith Seckman Reid (SSR) is an engineering design and facility consulting firm headquartered in Nashville, Tenn., with nine additional offices in cities from Denver to Ft. Lauderdale, Fla. During the past five years, SSR has added two new locations and nearly 170 employees. The firm retained KVBPR to manage trade and market-specific media relations to support its goal of being recognized as a national engineering leader.
KVBPR’s role: Establish trustworthy relationships with media contacts at targeted national and regional publications Develop bylined articles for SSR employees and coordinate placement of articles in key publications Draft and pitch press releases related to the growth of the company and monitor for coverage
Results: KVBPR produced outstanding results for SSR with its trade media work, placing 11 bylined articles in targeted national trade publications, and successfully positioning SSR staff as expert interview sources for stories in the company’s various locations.
KATCHER VAUGHN & BAILEY Public Relations
MEET THE TEAM We think differently. As even a quick read of our biographical sketches will tell you, we’re a group with many perspectives. We’re skiers. Hikers. Philanthropists. Parents. Old-fashioned cooks. Latest-thing techies. Midwesterners. Yankees. Dyed-in-the-wool Southerners. Fans of everything from good books to good sports teams. Even where our passions converge, like music, we’re hardly homogenized. We’re devotees of everything — metal, stone country, alt-rock and jazz. Not coincidentally, our business acumen runs the same way. Among our staff, we offer a unique collection of expertise and points of view. That was true when our firm began in 1996. As we’ve grown, the experience has become even deeper and the diversity even greater. For our clients, that means we assemble a range of talented, experienced people they would be hard pressed to bring together on their own. We can focus all or part of that talent on their behalf in whatever combination is right for each assignment. And through our close working relationships with other outstanding professionals — graphic designers, Web designers, photographers — we extend our capabilities even further. All of our clients have one thing in common, They’re different. That’s why we think it’s an advantage to have a public relations partner whose expertise and interests aren’t all the same.
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Centennial Park
Aileen Katcher, APR, Fellow PRSA PARTNER During her professional career, Aileen has inventoried road-building equipment in Upper East Tennessee and used syringes to coat tiny ball bearings with grease. She also gained more than three decades of experience in public relations and marketing. That experience ranges from senior management and communications positions in corporate, non-profit and agency settings to training other senior executives in crisis communication, handling startup and marketing communications for client companies and serving as media spokesperson for large health care firms. Aileen confesses that she wouldn’t be able to see the very small ball bearings too well anymore. In a more important sense, however, experience has made her vision more acute. “She can take a look at a complex issue and get to the essence of it quickly, cutting through everything else,” says a partner. “She is incredibly practical.” Never one to shy away from a challenge, she recently became a marathoner (well – actually a half-marathoner) to raise money for Gilda’s Club in memory of a friend who walked the Country Music ½ Marathon during the late stages of cancer. As part of Gilda’s Gang, Aileen walked Country Music ½ Marathon for the past two years and is training for year three.
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Wild Boar Restaurant
Greg Bailey, APR PARTNER If you meet Greg in the hallway instead of in a meeting, there’s a good chance you’ll spot an IPod attached to his belt and its headphones draped around his neck. The player is an apt symbol for two of Greg’s abiding interests: music (all kinds, though there’s always at least one Springsteen disc in the CD changer) and technology. His bent toward gizmology has led his colleagues to dub him as the firm’s “Alpha Geek” — a title he readily accepts. That interest also led Greg, a journalist with a distinguished career in senior editorial positions at the Nashville Banner and Nashville Business Journal, to ensure that ours was among the first public relations firms in Nashville to use e-mail regularly and have its own Web site, and generally staking out the newest frontier of technology. It also enables Greg to indulge his other passions, football, basketball and wine by reading sports pages and wine reviews from across the country from the convenience of his computer. Even as he embraces the newest and latest, however, Greg remains unabashedly old-school about one thing. He administers a writing test to everyone who seeks to work at KVBPR. Regardless of the medium, he says, good writing is fundamental.
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Edwin Warner Park
Nancy DeKalb PARTNER Though she never played the game, baseball is in Nancy’s blood. Her father scouted for the Detroit Tigers while publishing two weekly newspapers. She became a big fan of Willie Mays and the Giants. She still owns her formidable collection of baseball cards — including Mickey Mantle, Mays and more — that have migrated from a shoebox to a safe deposit box. Now, her daughters have become fast-pitch softball players. During the six months of the year when she’s not watching her daughters play, Nancy loves to cook, walk and go hiking in Tennessee. Year-round, however, she’s the head coach of our KVBPR account staff and brings her two decades of experience in corporate and agency public relations to bear on behalf of our clients. She has exceptional expertise in product introduction and branding. She has handled everything from public relations for an international distilled spirits brand to the campaign for the national launch of a consumer magazine. Drawing on her early career as a photojournalist, she can even snap a picture in a pinch.
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Elliston Place Soda Shop
Heather Schablik, APR ACCOUNT SUPERVISOR According to Heather, public relations is like a banana split – without the bananas, it is nothing more than a dish of ice cream. And without a strong strategy as its foundation, a public relations campaign is nothing more than a bunch of mismatched tactics. It isn’t surprising Heather has found a way to tie her love of ice cream back to her love of public relations. She joined KVBPR as an intern in 2000 and has been introducing new flavors of both ice cream and public relations to coworkers and clients ever since. She possesses a particular gift for sponsorship management and event planning that comes, she says, from a perfectionist streak and pride in attending to fine details. “I’m very detail-oriented,” she says. “I love task lists, deadlines and budgets. I’d probably be a good contractor, or a contractor’s worst client.” A football fan through and through, Heather follows her beloved Georgia Bulldogs 365 days of the year – a passion that is evident the minute you step foot in her office. Or if you see her during football season, when she habitually wears red and black from Friday through Monday.
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Harlinsdale Farm
Tonya Waugh SENIOR ACCOUNT EXECUTIVE As an undergraduate at the University of Alabama, Tonya thought about a career in veterinary medicine because of her love of animals. Today, she is a student of the animal human. “It is strong relationships that make everything else we do fall into place,” Tonya states. Her secret is “good and frequent communication with a willingness to listen and an open mind.” We are lucky Tonya’s love for writing and literature steered her out of the barn (where she still spends weekends chatting up ponies). Writing her way through the English and PR departments, she has used her talents to work for clients in industries such as law, financial services, travel/tourism and launching a brand that Forrest Gump himself would be proud of: Wild American Shrimp. When she’s not snagging national media stories for clients, Tonya still pursues her passion for the outdoors – hiking, camping, and trips to the lake with her dogs. If the puppies don’t pull her away from the campsite, she’ll settle in with a good read (she cites Hemingway, Tom Wolfe and C.S. Lewis as favorite authors) and accompanying music (Otis Redding, The Rolling Stones, The Band and Alison Krauss, among favorites). All those interests make for one diverse woman. “It’s the diversity of what I do each day that keeps my blood pumping and my mind fresh. This is an evolving industry, so there’s always something new to learn, to consider, to implement.”
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Vanderbilt Legends Club
Steve Horton ACCOUNT EXECUTIVE Utility player is the best phrase to describe Steve’s talents. He’s as comfortable with social media as he is doing layout and design or planning a client event. He has used that adaptability, and his desire to think outside the box, to benefit clients in the health care, aviation and tourism industries. While his career started at a public relations firm in Knoxville, Tenn., it was a call from the wild – Tennessee Wildlife Federation – that bought him back home to Nashville. He directed communications and membership programs for the nonprofit’s name change and re-branding before joining the KVBPR team. Steve’s just as versatile in his after-hours pursuits. Whether it’s mentoring and sharing experiences with his community group, playing softball for his church, casting a fishing line with Dad, or lining up a shot on the golf course, Steve is passionate in his approach to work and play. And, there’s no question about his love for Notre Dame football, even when they play his alma mater University of Tennessee… it’s Fighting Irish all the way.
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Downtown Nashville
Holley Stein ACCOUNT EXECUTIVE New Nashvillian Holley Stein walks the walk and … well, “I’m good at getting to the heart of things,” says Stein, whose fondness for strolls led her to renting a downtown apartment. She laughs about her “organized chaos” state of being, but knows her “can-do” attitude takes her a long way. After seven years with Borders Group, Inc., Holley has made the transition from corporate to agency work. Her experiences have taught her that an inquisitive nature is a beneficial trait in the profession. “I like to know,” she asserts, “how things work and what things mean.” Holley’s free time finds her reading a good book – again. “You must read a well-written book more than once. The first time, you get the plot out of the way; after that, you get to the good stuff.” A self-admitted “foodie,” Holley treks to the Farmer’s Market in search of the right ingredients for recipes discovered while watching America’s Test Kitchen, HGTV and the Food Network. Recipes are roadmaps to how food and herbs and seasonings come together to create culinary delight, but nothing too fancy. “I don’t need all of the frills, which is why I don’t care for condiments or frosting.”
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Nashville Humane Association
Neely Burks ASSOCIATE ACCOUNT EXECUTIVE Neely Burks not only looks the part of a promising public relations professional – with her subtle mix of reporter-style glasses and tailored business suit – but her creative writing abilities and affinity for working with people prove that she is the real deal. “I thrive in the PR industry because of the variety of experiences I encounter daily and the many ways in which I can express my creativity,” says Burks. After spending two years as the communications coordinator for the Nashville Area Chamber of Commerce, Neely is loving agency work. As she puts it, “I have always been interested in the strategy and forward-thinking behind successful public relations campaigns, and now I get to experience it firsthand everyday.” An animal lover at heart, Neely started her college career as a pre-vet major before deciding on public relations. As a compromise to fulfill her love of animals, she volunteers for the Nashville Humane Association. On weekends, you will find her hiking and unwinding at Radnor Lake or enjoying a good suspense novel. “Both can get your heart rate up and keep you on your toes. You never know what’s around the next bend.”
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
MetroCenter Water Pavilion
Nicole Arnold ASSOCIATE ACCOUNT EXECUTIVE If Nashville were near an ocean, Nicole would trade her keyboard for a surfboard and ride the weekend waves. The selfproclaimed lover of water sports and international adventures is not afraid to take risks, both in and out of the office. “I think my best ability is to take something given to me and run with it,” she says. After interning five months in Dublin, Ireland, the University of Tennessee graduate is “ready to run” with her clients’ needs at KVBPR. Taking particular interest in the industries and clients she works with, Nicole’s view of a client/agency relationship helps her to “better adapt and help the client during their relationship” as she learns more about them. Although Nicole enjoys all aspects of public relations, she admits to having “worked very hard” to develop her graphic design skills. Whether she’s working in media relations, writing or graphic design, Nicole tries to put a “creative touch” on everything she produces.
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Viking Culinary Arts Center
Renee Sloan OFFICE MANAGER Renee’s previous employer once presented her with a plaque on which was mounted a small bottle of Elmer’s glue. “You’re the glue that holds us together,” it read. That’s probably the most fitting description of Renee’s role here, too. As office manager, she manages payroll, benefits, light bulbs, proposals from vendors — “everything,” she says, “that no one can quite figure out how to handle.” Renee, who enjoys working in an environment where she can wear jeans on Fridays, brings the same approach to her hobby/passion: cooking. “I like to find out what people like and then cook it for them,” she says. If it’s a dish she has never made before, no problem. She’ll research recipes from friends or on the Internet. Whether she’s cooking for kids in the neighborhood, the Room at the Inn program at her church or for friends, Renee spends 12-15 hours each week in the kitchen (and much more time during the holidays). “There’s always room for a guest,” she says.
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Sommet Center
Georgia Fogle ADMINISTRATIVE ASSISTANT If the agency business was the circus (and there are those among us who consider that an apt assessment), Georgia Fogle would be the spinning-plates lady. “I love the variety of tasks and projects that I get to work on,” she claims. “From creating a fun gift bag to mundane data entry, it’s all different.” Georgia’s job is to keep everything moving at KVBPR – from incoming telephone calls to updating lists to pulling together quotes from printers. “It’s what I do – I assist,” she says. When Georgia steps away from the office, she spins a different set of plates – in the family setting with husband, Dylan, and son Caleb. Those same instincts that serve her so well at home also provide her with the skills that make her invaluable at KVBPR. “I enjoy thinking through the logistics of a project,” she states and explains that her various work experiences provide a graduate degree in all things administrative. Always pleasant, always smiling, Georgia always seeks new opportunities to enhance her skills. “I’ve learned so much in every job and place that I have worked. I have learned to be flexible and developed an aptitude in all things office.”
KATCHER VAUGHN & BAILEY Public Relations
Meet The Team
LOCATION:
Martha’s Weekly Bridge Game
Martha Hight ADMINISTRATIVE COORDINATOR A while back, Martha stopped by the office to say hello to a few folks and before the week was over, we talked her out of retirement (again) to be what we fondly refer to as our “clip lady.” Martha spends her mornings with us drinking coffee and reading newspapers, magazines and Web sites so she can help keep us – and our clients – informed. The first time Martha came out of retirement (after 20 some years in the hospital and agency PR business), it was to open a custom window treatment business, known as Shady Lady. When Martha’s not following the news for KVBPR, she enjoys reading, playing bridge, cheering for the Titans and the Volunteers. She’s also known for baking chocolate pies with marvelous meringues.