Public Relations

Susan McPherson: Founder & CEO, McPherson Strategies

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My NativeAdVert:

Susan McPherson is a serial connector, angel investor, and corporate responsibility expert. She is the founder and CEO of McPherson Strategies, a communications consultancy focusing on the intersection between brands and social impact, providing storytelling, partnership creation and visibility to corporations, NGOs and social enterprises. She’s a regular contributor to the Harvard Business Review, Fast Company and Forbes and has 25+ years experience in marketing, public relations, and sustainability communications. She is a featured speaker at industry events including Net Impact, Inspirefest/Dublin, Center for Corporate Citizenship's Annual Summit, DLD, TOA Berlin, and Techonomy. Susan founded and hosts the bi-weekly #CSRChat on Twitter and is a regular guest on a variety of podcasts.

Currently, Susan invests in, and advises women-led technology start-ups, including News DeeplyHint WaterApoliticalArlo SkyeGoldBean and The Muse.  She serves on the boards of USA for UNHCRGirl RisingThe PVBLIC Foundation, and the Lower Eastside Girls Club, and previously served on the board of Bpeace. Additionally, she is a member of the MIT Solve Women and Technology Leadership Group and serves as an adviser to several nonprofits, including Girls Who Code, Ocean Collective, She’s The First, The Adventure Project, and The OpEd Project. Susan is a Vital Voices global corporate ambassador and was named as one of Fortune's 55 Most Influential Women on Twitter, 40 Women to Watch Over 40, Elle Magazine's Top 25 Women on Twitter and Fast Company's 25 Smartest Women of Twitter.  @susanmcp1

My Goal of the Day:  To be a better human being than I was the day before and to always be grateful for everything I have. 

My Thought of the Day:  Even though we are living in challenging times, it’s important to keep pushing forward with positive spirit and forward-looking attitude. This is NOT the time to throw in the towel.

My Action of the Day:  Pick up the phone and call a long-lost friend or relative to say hello or handwrite a note to thank someone for a kind gesture.

My Deed of the Day:  Insure I have done one thing to showcase the wonderful work of another. Shine that light brilliantly for the world to see.

My Tip of the Day: It’s really going to be all right. Believe that in your heart.

My Pic of the Day (any additional pic that expresses something special):

 Photo Credit: Barry Sutton

Photo Credit: Barry Sutton

A Day in My Life:

What do you love most about Your City? 

New York City is like a foreign country plopped into the United States. In just one day, you can literally interact with individuals who have hailed from far and distant lands. I love that it all works. And yes, of course, there is racism and bigotry like in much of this complicated country, but in my experience, New Yorkers are far more tolerant, progressive, accepting and open. And given our close proximity to each other, you can actually talk to people and they’ll speak back to you!

Favorite breakfast meal & restaurant? 

Nutritionists with scold me, but I typically do not eat breakfast. I will drink a strong coffee with lots of warmed skim milk (essentially a café au lait) to power me through the morning.  If I were to dine out for breakfast, there is nothing better than a leisurely nosh at Soho’s classic Balthazar. You just feel like you’ve been plopped in the middle of Paris. And a second, more casual choice would be Sullivan Street Bakery. The egg-sandwiches are the perfect comfort food. 

What are you doing at:

6:00 AM – Honestly, cuddling with my darling rescue pup, Phoebe while listening to NPR.

10:00 AM – Could be any one of the following: answering the constant barrage of emails, tweeting, meeting with a client or working with a member of my team on any number of projects.

12:00 PM – Favorite Lunch spot/meal

The avocado toast at Gotan is hand’s down the BEST in all of New York City.

7:00 PM – One of three things:  Either, I am on the step mill at the YMCA (across from my apartment) which is the only machine that provides a similar workout to running 6-8 miles. I was a marathoner for years but due to foot injuries, those days are long gone.  Or, I am at an event, whether a book launch, a charity fundraiser, a client gathering or dining with friends. And last but not least, an occasional date with someone I have met on one of the plethora of dating apps!
11:00 PM – Responding to emails, planning out the next day, getting ready for bed and hopefully snuggling with Phoebe.

What drink do you need to get through the day and at the end (and how many)? So much water. Years ago when I lived with a Danish family in Copenhagen during college, my Danish “father” told me my insides were going to rust given the sheer amount of H2O I consumed.  And yes, I admit it, I am a Diet Coke fan but limit myself to a maximum of one per day. In the evening, I adore a glass of Spanish or Italian white wine.

Most used App/Favorite Instagram Account? 

Email is naturally the most used. But I do have a fondness for Twitter, mainly to engage rather than push content out. Slack is becoming more and more important and, as I am single, I find myself perusing Bumble when on the Subway.  Favorite Instagram accounts would be one of the following:  @NewYorkerCartoons (often so hysterical), my sister, @Nespector for cutting edge art and @SarahSophieF, for her up to the minute political activism and lastly @NatGeo for nature at its best

What should everyone try at least once? 

Speak to someone who doesn’t share your views. 

Something that literally scares you silly. 

Fall in love.

Kiss a puppy on her tummy.

Where do you enjoy getting lost? I still love to get lost in the vastness of NYC. I’ve lived here for over 15 years, yet there is always some place new to discover. And also every time I am in a far away land.  



Amy Kenigsberg: Co-Founder & Principal Consultant, K2 Global Communications

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My NativeAdVert:

Amy Kenigsberg’s intuitive grasp of technology and her inherent understanding of your solutions’ value lets her translate the how, what and whys of your product into clearly focused “What’s-in-it-for-me” communications. Nicknamed “the bulldog” by a client, she’s renowned for her tenacity in reaching your target audiences. When not in front of a keyboard, she’s reading, exercising, and taking care of her family. Amy holds a bachelor’s degree in journalism from the University of Missouri and an MBA from the University of Kansas.

What do you love most about Your City?

We live in a very small town, with about 300 families, which means we have a very strong sense of community. When something good or bad happens, your neighbors are there with hugs, comfort food, and moral support.

This small-town living hearkens back to the time I grew up – where kids came home only at dusk or later, when the neighborhood moms would all go outside and shout that it was time to come home. Larry, husband and business partner, loves its suburban nature – to a point. He’s a foodie and misses NYC take out.

Sometimes when I’m on my morning run, I count the houses where I don’t know at least one of the residents; at least count, there were only about four.

Favorite breakfast meal & restaurant?

We’re based in Israel, so any place you go serves an “Israeli breakfast,” which is two eggs, a few types of cheese, breads, and salads.

At home, I’m into leftovers for breakfast, be it brisket or baked ziti. Larry, who loves food more than I, actually drinks an “engineered food” shake every morning.

As for restaurants in general, there’s a good Italian restaurant in Hod Hasharon, PastaMia, which our family loves. Tel Aviv has significantly upped its game, over the last few years, so we now have a choice of great Vietnamese, Chinese, tapas, seafood, etc.

My husband is a native New Yorker, so we’re on a perpetual quest for good pizza. Our local joint is actually pretty good.

What are you doing at:

6:00 AM – Either in the middle of my morning weight routine or run

10:00 AM – Right in the thick of my work day, answering email, writing content, managing clients’ HubSpot accounts. Larry typically rolls in right about now.

12:00 PM - Favorite Power Lunch spot/meal?

Generally, the noon hour finds me eating at my desk, as I scan the latest news sources and headlines, generating ideas for my clients for potential news hooks. Larry’s big on turkey sandwiches.

When I’m out and about, I prefer variety. Tel Aviv has many shopping-entertainment-restaurant venues that provide many choices, based on that day’s mood. If we’re local, there’s a good Japanese restaurant, Japanica.

7:00 PM - I wear many hats as both a business owner and mother of three, so 7 pm may find me on a client call as I prepare dinner or sitting down with the family to the meal I just prepared. Larry’s a “judo dad,” so he’s returning with our sons three days a week.

11:00 PM – By 11 pm, unless I have a call with the West Coast or Australia – our location in Israel allows us to work globally with both clients and media – I’m in bed, dreaming before the alarm goes off at 5:30 am for another productive day.

Larry’s a night owl, so he may be editing client materials or managing our social media.

What drink do you need to get through the day and at the end (and how many)?

I’m not a coffee drinker but go through a few bottles of sparkling water per day. One glass of red wine or a shot of chocolate liquor is always a nice way to relax after a busy day. Larry’s successfully reduced his coffee intake to 2-3/day.

Most used App/Favorite Instagram Account?

I’m almost always on WhatsApp, checking both business and personal messages. Getting anywhere these days means I’m using Waze. For fun, I like to take the kids geocaching, and we use C:Geo for that. Larry enjoys most forms of guitar porn, from Pinterest to the plethora of ads he gets daily from various music stores, although he’s not averse to looking at amps and pedals, too.

What should everyone try at least once?

Taking a hot air balloon combines romance, beauty, and a sense of adventure.

Larry thinks you haven’t lived if you haven’t been on Coney Island’s Cyclone roller coaster.

Where do you enjoy getting lost?

Drop me in any city, and off I go. Whenever I travel, I prefer to simply walk, so I can take in the people and the places at a leisurely pace. If I need to get from point A to point B, I prefer to take public transportation so I can explore like a local.

Larry’s favorite island for exploration is Manhattan, so just send him out with a few subway tokens and pizza money, and he’s set for days.

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Kerstin Neuber: Senior Head of Communications, PUMA

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My NativeAdVert:

Kerstin Neuber is Senior Head of Communications at Sports brand PUMA and responsible for Corporate, HR and Brand Communications. Before she joined the German company in 2007, she worked as a stock market reporter and business journalist for news agency Reuters in Frankfurt and London. After she graduated in English and Portuguese linguistics and cultural sciences from University of Mainz, she kicked off her professional career as a stock trader with an international investment bank in Frankfurt.

My Goal of the Day: Make it happen. Shock everyone.

My Thought of the Day: If you can dream it, you can do it.

My Action of the Day: Making time to share my knowledge and experience with trainees and young co-workers.

My Deed of the Day: I am trying to make my lifestyle more and more sustainable by using renewable electricity, separating my garbage, avoiding plastic where possible and travelling rather by train than plane.

My Tip of the Day: Get on a Chi Machine for 10 minutes and you will feel an amazing energy flow.

My Pic of the Day:

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What do you love most about Your City?

After having lived in London for some years, I love the peacefulness and convenience that Nuremberg offers. Hardly any traffic (at least nothing what Londoners would call traffic), a variety of ethnic restaurants and bars in walking distance and in a beautiful historic Old Town setting plus art exhibitions and a high-quality theatre. A nature reserve perfect for hiking, climbing and biking is just a 30-minute drive away and comes with a high density of traditional breweries. All I just need.

Favorite breakfast meal & restaurant?

I am fan of intermittent fasting, so I skip breakfast quite often. If I don’t, I will go for an avocado/ melon or apple/almond/cinnamon smoothie. Avocado toast with eggs and salmon is more than welcome at the weekends.

What are you doing at:

6:00 AM – Meditating. 20 minutes every day does the trick for my inner peace.

10:00 AM – I will be in meetings or media interviews or signing off media materials. If it’s none of these, it’s emails, for sure.

12:00 PM – Favorite Lunch spot/meal?

The roof terrace of the PUMA headquarters restaurant in Herzogenaurach. It offers a beautiful countryside view and it’s the perfect spot to chat with teammates over lunch.

7:00 PM – Either on my horse or in a yoga or TRX class in our office gym.

11:00 PM – In bed, asleep already or still listening to a podcast.

What drink do you need to get through the day and at the end (and how many)?

Right after I wake up, I have a large glass of warm lemon water. Then it’s black coffee while I get ready, before I move on to sparkling water and ginger tea in the office. For dinner, I don’t say “no” to a glass of Merlot.

Most used App/Favorite Instagram Account?

Most used app: It’s got to be Spotify.

Favourite Social Media account: Nutrition and interior design pins on Pinterest.

What should everyone try at least once?

I once crossed the Namib desert on horseback from Windhoek to Swakopmund. We rode 10 hours every day and slept on camp beds under the stars. It was the most amazing adventure being so close to nature and wild animals. But being deprived of all luxury and sanitary facilities for two weeks, you can bet that you will again appreciate the things in life we usually take for granted – such as running water and a warm shower. Highly recommended for the ultimate relaxation and to restore gratefulness.

Where do you enjoy getting lost?

In the woods, on my horse.

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Beth R. Nussbaum: National Director of Development & Communications, American Friends of Migdal Ohr

My NativeAdVert:

Beth R. Nussbaum is a highly creative and entrepreneurial business professional with over 25 years of varied experience. Currently serving as the National Director of Development and Communications for American Friends of Migdal Ohr,

Sarah Storelli: Global External Communications Lead, IBM; President, PRSA Silicon Valley Chapter; & Founder, Friends for H.O.P.E.

Sarah Storelli is a Global External Communications Lead at IBM, President of the Public Relations Society of America Silicon Valley Chapter and Founder of Friends for H.O.P.E. (Health Outreach and Prevention