[November Luncheon] Talking Toffee: Takeaways from a News Story Gone Viral

November 2, 2018  |  Home, Meeting Info  |  No Comments


Earlier this year, Huntsville – and then the world – was captivated by the story of Toffee, a local foster puppy trapped in a backyard crevice. After the news story broke, Toffee’s story went viral, leaving Toffee’s rescue organization (A New Leash on Life) in a very unique position. Like any good news story, there are PR takeaways woven throughout. We’ll hear from both WAFF 48 and A New Leash on Life to get each side’s perspective on creating, managing, and leveraging major media spotlight.



Laura Collins West, Volunteer – A New Leash on Life
Laura is a volunteer with A New Leash on Life, a non-profit organization dedicated to saving Alabama’s homeless animals and reaching a statewide goal of making Alabama “no-kill” by 2025. She has worked in advertising and communications for 15 years on the agency and client side. She is a puppy mom to Ally and Beauty, and she and her husband, Ryan, have also fostered dozens of dogs through A New Leash on Life. A graduate of the University of Alabama with a B.A. in History and the University of Alabama in Birmingham with an M.B.A., she recently moved back to her hometown of Huntsville. Laura currently works as a consultant offering strategy development, communication plans, and project management services. She’s previously served as the Director of Marketing for Books-A-Millon and worked on brands such as: Captain D’s, Chester’s, Chick-fil-A, Dunkin’ Donuts, Honda Manufacturing of Alabama, Samford University, and Toys”R”Us.

David Buchholz, Assignment Manager – WAFF | dbuchholz@waff.com | 256-564-5507
David is a 2013 graduate of Auburn University.  He’s spent the last year as Assignment Manager at WAFF.  He was a producer at WAFF and WSFA in Montgomery before that.   David coordinates WAFF’s day-to-day news effort.  

William Mclain, Digital Content Manager – WAFF
William T. McLain is a 2013 graduate of Auburn University. He is currently the Digital Content Manager at WAFF 48 News in Huntsville. Prior to WAFF he spent 2 years as a news producer at WSFA-TV in Montgomery.   William has extensive knowledge of digital best practice from a news perspective and is currently leading WAFF’s new 48 Now Digital platform initiative. 

Clara Lasseter, Media Sales Consultant – WAFF
Clara is graduate of Auburn University-Montgomery and has worked has worked with WAFF since 2017, and with A New Leash on Life since October of 2017.  Clara strategically builds plans to fit the advertiser, no matter the industry.



When: Wednesday, November 14

11:30 AM Networking & Lunch
12:00 PM NAPRCA Updates
12:15 PM Speaker Begins
1:00 PM Wrap Up

Where: Redstone Federal Credit Union
GPS Address: 220 Wynn Drive NW
Huntsville, AL 35893

Price: $20 for Non-Members*, $15 for Members, $12 for Students

*Special Promotion: BOGO Deal for NAPRCA Members! Members can bring one guest to our November meeting for FREE! You must register you and your guest at the same time.

SPACE IS LIMITED.You must register to attend. Please register today to make sure you can join us!

The RSVP deadline has passed.

See you on Wednesday, November 14!

RENEW Your Membership for 2019

November 2, 2018  |  Home, JOIN PRCA NOW, News  |  No Comments

Here’s How:

The statewide member software system is only a year old. That means there are many of us who aren’t sure how to log in and renew. Don’t worry – it’s easy. Here are the steps:

  1. Go to prcaonline.com
  2. Log into your member profile (use the “Forgot Username/Password” if you can’t remember, or email Lori Miller for help)
  3. Select Renew your Membership from the side navigation panel
  4. Search the dues list by chapter and member type (You’re looking for NAPRCA)
  5. An invoice is generated with two payment options:
    • If you want to pay by check, click BYPASS PAYMENT
    • If you wish to pay with a credit card, click CONTINUE at the bottom
    • NOTE: If you pay online through PayPal, please allow the system to take you back to the PRCA website. There’s nothing else for you to do, but this makes sure the system updates right away and shows the order is closed.

And that’s it! We’ve made this easy step-by-step visual renewal tutorial for download, too (PDF file).

Can’t wait to see you on the roster for 2019!




JOIN TODAY: Get the Rest of 2018 for FREE!

October 8, 2018  |  Home, JOIN PRCA NOW  |  Comments Off on JOIN TODAY: Get the Rest of 2018 for FREE!


If you crave conversation with people who understand your work,
If you’re looking for ideas to make your campaigns stronger,
If you’re seeking creative inspiration or tactical problem-solving,
If mentorship or camaraderie or a career change is on your mind…

Get off the guest list and join PRCA as a full member now – and get the rest of 2018 for free!

PRCA has always been your local place for powerful professional development you can afford, and you can still get the perks of full membership:

  • Knowledgeable and lively speakers
  • Local and regional professional development (at member rates)
  • Password-protected online membership directory of PR pros in four states
  • Peer-reviewed awards at state and regional levels
  • Leadership opportunities at chapter, state and regional levels
  • Professional accreditation with military and young professional subcategories

But we’re making it even better by waiving 4Q 2018 dues altogether – because we’re convinced you’re worth it. So there’s no reason to wait for the first of the year – join now! We’d love to add you to our growing community of professionals.

A few more reasons you’ll be happy you joined:

Did you know the North Alabama chapter is the largest in the state? And we just topped our all-time membership total? We’ve grown 45% this year alone, which means your public relations peers recognize NAPRCA is the place to network and grow professionally. Need another incentive?

Join by Friday, November 9 and you can come to the November chapter meeting free, too! ($15 savings)

Ready to go for it? Join NAPRCA today. Let’s make this happen!



February 20, 2018  |  Home, News, Projects  |  Comments Off on MentorMatch

Mentoring is an all-encompassing way to encourage personal growth. The mentor and mentee will work together to develop the mentee’s underlying abilities and will help develop new skills and acquire knowledge in their chosen field. Mentees who take full advantage of the program will have assistance in internships and potential job opportunities. Mentors and mentees will complete an online application to participate. Once applications are reviewed, candidates will be matched by the MentorMatch committee. The matched mentor/mentee participants will be contacted via email and will sign a mentoring agreement to participate in the program.

Requirements for MentorMatch

A Mentor:

  • Must hold an active PRCA Membership
  • Must have at least 8 years’ experience working in the Marketing/Public Relations/Advertising or related fields
  • Must be willing to dedicate at least 2 hours per month in mentoring a chosen mentee

Ideal Mentors Are:

  • Professionals with industry experience
  • Advocates of the public relations, marketing, advertising industries or related fields
  • Professionals who are willing to share their professional network with mentees, should the opportunity arise
  • Sounding boards and advisors who help mentees explore possibilities and learn more about their chosen industries, review career paths and fine-tune their career goals
  • Open to sharing past successes, failures and insights into lessons learned
  • Supporters and givers of constructive feedback

Benefits for the Mentor Include:

  • Further develops leadership skills
  • Allows an opportunity to provide feedback, communicate and develop interpersonal skills
  • Gain new perspectives through interaction
  • Opportunity to reflect on own practices
  • Invest in the future of the mentee

A Mentee:

  • Must hold an active NAPRCA Membership (professional or student)

Ideal Mentees Are:

  • Ambitious professionals who are seeking career advice and have the desire to grow professionally
  • Either early in their career and/or recent position
  • Open to new experiences and learning opportunities
  • Willing to accept constructive guidance and recommendations, while keeping an open mind

Benefits for the Mentee Include:

  • Develop new skills and expertise
  • Enhances confidence in dealing with challenges and issues
  • Enhances networking opportunities
  • Helps to clarify career direction and advancement
  • Increases individual visibility and recognition in the organization

Application for MENTOR

Application for MENTEE