Member Monday - Kenneth Hilario
Posted by [email protected] on Aug. 28, 2023 / Subscribe 0
Where do you work, and what does your current role entail?
I’m the Director of Content Strategy at Ceisler Media & Issue Advocacy, a full-service public relations and issue advocacy firm. As Director of Content Strategy, I direct our content strategy. Just kidding — I mean, technically, right? — but I work with clients and my colleagues to ensure the best possible content strategy for clients’ communications efforts, from copy and creative assets to what social media platforms they should invest their time and resources on and more. Add in some paid campaigns, too. I’ve worked with clients who did not have any social media presence, so it was my job to develop the strategy from the ground up, working with clients on their brand voice and what “messaging pillars” they wanted to hit.
You pivoted from a career in journalism. What inspired the change of pace?
I enjoyed being a reporter but wanted to move into a more creative career. At Temple University, I had an emphasis on visual journalism, so I honed my skills in writing, photography, videography, and graphic design. As a journalist, I was only really able to flex my writing skills with some light photography and video (multimedia journalist, hello!). After five years at the Philadelphia Business Journal, which was my first job after college, I decided it was time to look at another industry altogether. My beat was tourism and hospitality at PBJ, but I also covered the region’s marketing communications industry, so I got to know the people who I call my peers now and knew what the industry was and where it was going. I haven’t looked back! Well, except to see where I’ve been, that’s led to where I am now. Not to get all existential.
Your role at Ceisler focuses on content strategy. How do your efforts complement public relations/communications efforts?
There is cross-pollination in everything we do as communications professionals. Ceisler Media has a 360-degree approach to communications, so as colleagues use their expertise to carry out traditional communications plans, the Digital & Creative Services team and I determine the digital aspect of that. How can we use digital media to amplify our clients’ voices and the messaging we’re trying to get out there — and what content strategy are we using? Traditional communications and digital communications should work hand in hand.
You are joining the Board of Governors in a role that focuses on DEI. What excites you most about this new role, and what are you seeking to accomplish?
I’m excited to work with like-minded individuals and with the entire PPRA community to, in our small way (in the grand scheme of the universe), be more diverse, equitable, and inclusive. I’m excited to learn about people’s own stories on DEI in their lives and their workplaces and see how we can all share information and best practices. I’m really hoping to continue the great work that started before I got to PPRA and truly help PPRA be able to provide more resources for students, young professionals, and even those well into their careers. Stay tuned. I’m thrilled to work with Melissa and the Board! Special shoutout to Hope and Melissa for thinking of me for this position.
Can you share one of your favorite moments of your career?
In 2022, I accompanied Ceisler Media client The Gift of Life to San Diego for the Transplant Games of America. While I was there, I worked closely with a videographer to capture interviews with athletes and their families and b-roll of the multiple sporting events (so much b-roll). We packaged pieces that were then sent to our team back on the East Coast to send to media outlets for coverage. It was an amazing coast-to-coast- team effort, working in different time zones and still delivering top-notch work for our client. Plus, I had never been to San Diego before, and Ceisler Media let me stay a few days to enjoy my time. Love bleisure!
What’s a challenge you faced in your career? How did you overcome it?
Transitioning from writing like a business reporter to a more creative writer. Writing as a marcom pro is harder than it seems — that includes captions for social media or writing on behalf of clients via op-eds or blogs — but I learned, and look where I am now!
Anything related to crisis communications is also always a challenge, but it’s fulfilling every time — coming up with solutions with your team to mitigate any crises that come up for a client.
What's something you'd like to learn?
How to ride a bike. But in the world of marcom, I’d love to get my hands deeper into the world of AI and see how it can complement — not replace — the work we do as content creators, strategists, and communications professionals. Back to the bike thing — I can ride in a straight line for a short period of time, but all bets are off if I have to turn, even ever so slightly.
Where is the most interesting place you've been?
Probably the Philippines, where I was born. While I was growing up, it’s always been interesting to see the difference between the culture and figuring out where I belong. That’s a boring answer, but -shrug-.
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