SETTING AND ACHIEVING GOALS.
Putting her PR horsepower to work every day as a VP and Group Public Relations Director at broadhead, a 180-person agency headquartered in Minneapolis, MN, Kenna Rathai has helped grow the public relations department by over 100% during her tenure.She is responsible for all public relations training at the agency. She leads several pieces of the agency's business and mentors the public relations executives daily. Kenna is the recipient of that National Agri-Marketing Association's (NAMA) 2023 Professional Development Award (PDA) for Public Relations.
Rathai leads the U.S. public relations activities for the agency's largest client. She overseas PR teams and programs for five additional ag accounts in crop protection products, turf and ornamental, ag retail, equipment and tire manufacturing. In the last few years Kenna successfully won and managed two PR-focused pieces of new business.
A memorable project Kenna helped lead was a 2-day media event that connected multiple divisions of a client. "We offered four educational tracks for different media outlet segments, in addition to full group sessions that appealed to everyone. A behind-the-scenes tour of a new state-of-the-art manufacturing facility, social networking opportunities and time with the company's global President were highlights."
SERVING THE INDUSTRY
Outside of broadhead, Rathai has a deep commitment to serving the ag industry. In the last 18 months, she's held these positions:
* Agricultural Leadership, Education and Communications advisory board--University of Illinois, College of Ag, Consumer & Environmental Sciences
* Board of directors, Aug. 2021 to present--Ag Media Summit Program Chair 2023
* Multiple additional leadership positions within NAMA, the International Association of Business Communicators and was recognized with the Ed Bible Distinguished Service Award from the Livestock Publications Council in 2016.
Rathai joined broadhead with 23 years of successful agency experience, in addition to 10 years of independent consulting across accounts of all types and sizes.
While working as a consultant, she established a new media relations strategy for a client that generated a 50% increase in number of impressions and more than doubled the number of annual media hits. The program won a first-place regional NAMA award. She also restructured a media event that resulted in a 60% increase in attendance plus multiple, quality media hits.
In her first year at broadhead, Rathai significantly improved the PR strategy and team for the agency's largest client--and the client's perceptions and appreciation of PR.
"Kenna's commitment to development and training is unmatched," says the agency's CEO/Founder Dean Broadhead. "She spearheaded the creation of the 'broadhead PR University/ an ongoing training and development program she chairs. Each month a new PR skill, trend or other topic is covered to continuously develop younger talent and keep curiosity and learning front and center."
HELPING IMPROVE NAMA
Rathai has led and served in various NAMA roles for more than 25 years. Joining the North Central chapter early in her career as a program committee chair and giving of her time ever since, she doesn't believe in joining organizations to be "just a member." She unselfishly gives her time and resources. Specifically, Rathai has held various NAMA positions: National Foundation Board of Directors 2014-2016; National President 2014; National Executive Committee 2008-2014.
As Chair of the fall conference committee 2008-2009, Kenna reimagined the agenda and theme of the event to be more relevant to members. As a result, she was awarded the 2009 Dilworth Award for Innovation.
AG BACKGROUND
Growing up on a corn and soybean farm in northeast Illinois, Rathai graduated with an Ag Communications degree from the University of Illinois. "It was an easy choice to take my interest in writing and strategy and combine that with agriculture," she says.
She discovered public relations when her older brother explained what his company's PR agency did. "I decided that's what I wanted to do, and moved to the Twin Cities to start my career in agencies," she says.
Early in her career Kenna attended a NAMA meeting for professional development. "The North Central chapter was very strong. I knew immediately I wanted to be involved," she recalls. "I joined, chaired committees and served on the board. I moved into national roles after I moved back to Illinois, eventually serving as national President.
by the AgriMarketing Editors
Caption: Kenna Rathai received the 2023 Excellence in Public Relations Award at the recent NAMA Fall Conference in St. Louis, Mo.
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| Title Annotation: | NAMA PDA--PUBLIC RELATIONS |
|---|---|
| Publication: | Agri Marketing |
| Date: | Nov 1, 2023 |
| Words: | 716 |
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